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Q U N T R K I N H D O A N H C H O K S

CHNG 4

QUN L TIP THNguyn Ngc Bnh Phngnnbphuong@hcmut.edu.vn

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NI DUNG1. KHI NIM TIP TH

2. NHN DIN NHU CU KHCH HNG

3. TO RA GI TRTIP TH

4. TRUYN THNG GI TRTIP TH

5. VNGI SN PHM

2

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KHI NIM TIP TH

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Tip th(marketing) l mt:Hthngng b: hochnh, phn phi,nh gi,

chiu thTha mn khch hng tt hni tht mc tiu doanh nghip (Stantion, 1991)

Qu trnh x hi v qun l: Tha mn nhu cu thng quavic to ra, traoi sn phm/dch v (Kotler, 1991)

Qu trnh kinh tx hi: Chuyn dch cnh hng ccsn phm/dch vTha mn tt nht cn bng cung cu vt mc tiu ton x hi (McCarthy et al, 1987)

Mt snh ngha

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KHI NIM TIP TH

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Hng n tha mn cao nht nhu cu khch

hng (bao gm nhn dng v dbo nhu cu tm cchp ng)

Phi hp ng bcc thnh phn khc nhau, tohiu qucao nht. Hot ng tip thnhm n vic t mc tiu ca

doanh nghip.

Ttng cho ca tip th

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1. KHI NIM VTIP TH

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KHI NIM TIP TH

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Traoi (exchange): hnh vi thu nhn mt vt

mong mun tngi khc bng ccha li chohthm hmun.iu kin ca traoi tip th:C t nht 2 pha bit nhauMi pha c ci g c gi tri vi bn kiaHai pha mun traoiMi pha c quyn tdo tchi hoc chp nhnngh

ca bn kiaMi pha c khnng truyn thng v giao/nhn ci

mun traoi

Traoi trong tip th

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KHI NIM TIP TH

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Qu trnh to ra gi trtrong tip th

Phn tchkhch hng,

nhng g thtrng cung ng

xc nh gitrcn to ra.

To gi trbng cchthit ksn

phm, humi, nh gi,phn phi

theo gi trc xcnh.

Thhin,

thng bon khchhng nhnggi trc to ra

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NHN DIN NHU CU KHCH HNG

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Nhu cu Need (Cn) Want (Mong mun) Demand (Nhu cu)Doanh nghip to ra sn phm/dch vpng nhng nhu

cu/c mun

Mc tiu cui cng: tha mn khch hng. Doanh nghip c thnh hngn nhu cu/c mun ca khchhng thng qua:nh gi (Price)

Chiu th/xc tin bn hnh (Promotion) Sn phm ci tin/mi (Product) Hthng/cch thc phn phi sn phm (Place)

Khch hng thng la chn sn phm lm tha mn nhu cu/c

mun ca hnhiu nht so ving tin ca h.

Nhu cu v tha mn nhu cu

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NHN DIN NHU CU KHCH HNG

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Hnh vi mua: kt qutc ng qua li ca cc yu

tvn ha, x hi, c nhn, tm l. Nhn dng hnh vi ca mt nhm ngi gip

doanh nghip to nn nhng nh hng nht nhtrong qu trnh quyt nh mua ca h.

Hnh vi mua

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NHN DIN NHU CU KHCH HNG

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Phn khc thtrng: l qu trnh nhm cc c

nhn vo nhng nhm c cng mt snhu cu,hnh vi hoc a im.

Tiu chun phn khc thtrng:Vtra l:a phng, vng, quc gia, lcaMcsdng: cao, thp, thng xuyn

cim khch hng: Thtrng tiu dng: tui, gii tnh, trnh Thtrng cng nghip: thtrng sn phm cui cng, yu cu

kthut, cht lng,

Phn khc thtrng

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NHN DIN NHU CU KHCH HNG

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Mc tiu ca vic phn khc l tm ra mt nhm

ngi c cng mt cchng xging nhau trcmt lot cc tc ng tip thno.

Tp trung tha mn cc nhu cu chuyn bit camt vi phn khc. Thm nhp thtrngphc vmt phn khc

duy nht thnh cngmrng thm nhpphn khc khc

La chn thtrng trng tm

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TO RA GI TRTIP TH

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Vai tr ca kstrong vic to ra gi trmarketing

Chuyn cc tng, yucu thnh thit kkhthi

Thit kv sn xut snphm To gi trcho khch

hng hn l hng ha

n thun

Ks

Xc nh nhu cukhch hng

Tha mn cc

mong mun cakhch hng

Tip th

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TO RA GI TRTIP TH

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Phn ct li: tha mn nhu cu cbn Phn hu hnh: bsung thm gi trv tnh khc

bit cho mt nhn hiu, sn phm cth

Thuc tnh gia tng: hnh nh lin quan n nhnhiu, dch v, hu mi, bo hnh, ngy giao hng vcung cp dch v, htrngi sdng v hun

luyn v.v

Sn phm

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TO RA GI TRTIP TH

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Khc bit ha sn phm:Sn phm c tnh nng,cim khc bit.To gi trco ring cho sn phm, cng ty.

Ch khi i theo chin lc khc bit ha snphm:Thit k, sn xut thnghim

Pht trin cc tnh nngc bitDch v(hun luyn, bo tr)

Sn phm

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TO RA GI TRTIP TH

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Phn phi: Qu trnh sn phm v dch vi tnh

sn xut n khch hng cui cngPhn phi sn phm: lp biu, vn chuyn, lu trThit kknh phn phi: trc tip hay thng qua ccn

vtrung gian: bun s, bun l,i l, Vai tr ca cc tng lp trung gian:

Gim chi ph, hiu qucao do chuyn mn haCc DN nhkhngtin thit lp knh phn phin

ngi tiu dngSdng hthng ny

Phn phi

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TO RA GI TRTIP TH

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Phn phi v chin lc cnh tranh:Chin lcy: cung cp cho nh phn phi mt khon

chit khu cao tnh vo gi, lng hng ha.Chin lc ht: khuyn mi nhmn ngi tiu dng

cui cng nhm to nhu cu vsn phm ni h.Chin lc kt hp.

Phn phi

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TO RA GI TRTIP TH

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Gi cho ngi tiu dng thngcnh bi nh

phn phi hn l nh sn xut. Nh sn xut cn c kim sot nhtnh vgi. Vic gim gi stcng trli nh sn xut.

Tng gi lm li nhun cho nh phn phi ln hn Gi cao, doanh sthp c thcn trspht trin ca nh sn

xut

Nhng lu trong vicnh gi: Chi ph ca sn phm (gi thnh) Gi cnh tranh

Gi trnhn thc ca khch hng

Gi

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TRUYN THNG GI TRTIP TH

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Nhn dng nhu cu/chi To ra gi trtip th

Truyn thng Truyn thng gi trtip th: Thng bo vi khch

hng tim nng v nh phn phi vgi trsn

phm. Cc cng cchnhQung co Lc lng bn hngKhuyn miQuan hcng chng (PR)

Mc tiu truyn thng

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TRUYN THNG GI TRTIP TH

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M1: Message (Thng ip)Thngip sn phm: thng bo mt schi tit vbnthn sn phmThngip cng ty: giao tip mt siu vbn thn

cng tyThngip ngi tiu dng: thng tin mt siu v

ngi tiu dng

Mc tiu: AIDA (Attention-Interest-Desire-Action) M2: Media (Phng tin truyn thng)Bo, tp ch, nht bo, poster, phim, pht thanh, truyn

hnh, internet...

Qung co

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TRUYN THNG GI TRTIP TH

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M3: Motion (Cch thc) Ln khoch thi gian, phi hp cc chin dch chiu th

M4: Measurement (nh gi)

Xcnh tlthtrng trngim c thnhli mtqung co/ thngip cth xem,Thngip qung co mang li

M5: Money (Tin)Ngn sch chung dnh cho qung co (c mc tiu c

th)

Qung co

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TRUYN THNG GI TRTIP TH

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M1 Message (Thng ip):Thng tin SP v hnh nh tt ca cng tyc thhintrong ln cho hng.

M2 Media (Phng tin truyn thng):Phng vn ti phng khch hngHi nghbn hng, chuynvsn phm mi

M3 Motion (Cch thc):Mcthng xuyn v mc tiu ca vic thm d bn

hngYu cu ca bn hng: to sthch th, to scm thng,

thcy ngi mua tim nng.

Lc lng bn hng

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TRUYN THNG GI TRTIP TH

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M4 Measurement (nh gi)

Xem xt lng khch hng mi cc. Slng hpngmi cc hoc mti bii thcnh tranh. Scucin thoi gi li mua sn phm.Mcgim giginhc mt giao dch. Slng sn phm mi bnc. Bo ging lc cho khch hng. Slng bo co bn hng hng thng npng hn.

M5 Money (Tin) Cng ty nh: da vo cci l Cng ty ln: dnh ngn sch cho lc lng bn hng, v choi din bn hng ring bit

Lc lng bn hng

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TRUYN THNG GI TRTIP TH

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Khuyn miCng khch hngCng thng miCng nhn vin bn hng

Quan hx hi (Public Relation)Quan hvi bo ch

Tuyn truyn cho sn phmTruyn thng hp tcVnng hnh lang

Khuyn mi v quan hcng chng

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VNGI SN PHM

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Vngi sn phm l 1 qu trnh tlc sn phm

c tung ra thtrng cho n lc khng thtnti c.G1: Trin khaiG2: Gii thiuG3: Tng trng

G4: Hi chngG5: Trng thnhG6: Suy thoi

Vngi sn phm

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VNGI SN PHM

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G1: Trin khaiSn phm mic nghra, thit kv trin khai.

G2: Gii thiuTung sn phm/nhn hiu mi vo thtrng. Vic thm

nhp vo thtrng thng qua kim tra thmu. G3: Tng trngSP/nhn hiu mic chp nhnMng li phn

phi btu tch trSP vi slng ln hn.nh gi thp, chit khu rng ri cho knh phn phi, CP

cao cho khuyn mi & ci tin SP, xy dng thm nhng

phn khc v khe hthtrng.

Vngi sn phm

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VNGI SN PHM

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G4: Hi chng Stng trng chm li khi knh phn phiyhng v thtrng khng thpht trin thm. Cuc chin gi cc nguy cbng n

G5: Trng thnh Chm hoc khng tng trng trong tng doanh thu trn thtrng

Ti trcho qung co & ci tin sn phm bgim thiu G6: Suy thoi Tng doanh sst gim

Chin lc bn rn vkinh doanh

Vngi sn phm

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VNGI SN PHM

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GII THIU TNGTRNG

TRNGTHNH

SUY THOI

Doanh thu Thp Tng nhanh Mc cao nht Suy gimChi ph Chi ph cho

1 khchhng l cao

Chi ph cho 1khch hng ltrung bnh

Chi ph cho 1khch hng lthp

Chi ph cho 1khch hng lthp

Li nhun L Tng Cao Gim

Khchhng

Cch tn Chp nhnsm

a ssm Lc hu

i th t Tng slng n nh, chiuhng gim Gim slngMc tiuMKT

To snhnbit &

thuyt phcthSP

Cc i thphn

Cc i linhun, bo v

thphn

Gim chi ph ,cgng thu

li tnhnhng

Chin lc vngi sn phm

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VNGI SN PHM

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Chin lc vngi sn phm

GIITHIU

TNGTRNG

TRNGTHNH

SUY THOI

Chin lc

Snphm

Sn phmcbn

Sn phmmrng,

dch v, bohnh

a dng, nhnhng, kiu

dng, mu m

Loi bnhngSn phm suy

thoi

Gi Da trnChi ph

nh gi thm nhpTT

nh gi theoi thcnhtranh

Gim gi

Phnphi

Knh phnphi chnlc

Phn phii tr

Phn phi itr (rng hngiai ontrc)

Chn lc, loii l khngc li nhun

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VNGI SN PHM

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Chin lc vngi sn phm

GII THIU TNG

TRNG

TRNG

THNH

SUY THOI

Chin lc

Qung

co

Khin ngi

chp nhnsm, cchtn & migii bit

To shiu

bit, mongmun trongton thtrng

Nhn mnh

nhng khcbit ca nhnhiu, nhng lich

Nhn mnh

vo li chcbn to lngtrung thnh

Khuynmi Tp trungnhiu thuyt phcdng th

Gim Tng khuynmi li kokhch hngthay i nhn

hiu

Gim nmc tithiu

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Q U N T R K I N H D O A N H C H O K S

HT CHNG 4

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