bài 2 - marketing mix và e-marketing mix

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  • TS. on Xun Huy Minh dxhminh@gmail.com 1

    Mn hc: e-MarketingBi 2

  • TS. on Xun Huy Minh dxhminh@gmail.com 2

    Ni dung

    Marketing mix e-marketing mix

  • TS. on Xun Huy Minh dxhminh@gmail.com 3

    1. Marketing mix

    (Marketing) manager = mixer of ingredients

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    nh hng sn phm: 4P Product (sn phm) Price (gi) Promotion (xc tin

    thng mi) Place (a im)

    Marketing mix nh hng

    khch hng: 4C Lauterborn:

    consumer, cost, communication, convenience

    Shimizu: commodity, cost, communication, channel

  • TS. on Xun Huy Minh dxhminh@gmail.com 5

    1.1. Product (Sn phm)

    Mt sn phm = tha mn mt nhu cu ca khch hng.

    Hng ha (hu hnh) hoc dch v (v hnh) Phn bit?

  • TS. on Xun Huy Minh dxhminh@gmail.com 6

  • TS. on Xun Huy Minh dxhminh@gmail.com 7

    Product mix (Hn hp sn phm)

    nh hnh HHSP b sung cho nhau

    Chin lc pht trin SP S lng

    dng SP S lng SP

    mi dng nh v sn phm Khai thc thng

    hiu

  • TS. on Xun Huy Minh dxhminh@gmail.com 10

    1.2. Price (Gi c)

    S tin khch hng tr cho sn phm

  • TS. on Xun Huy Minh dxhminh@gmail.com 11

    nh v sn phm & CL gi

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    Chi ph sn xut

  • TS. on Xun Huy Minh dxhminh@gmail.com 13

    Cu th trng

  • TS. on Xun Huy Minh dxhminh@gmail.com 14

    Ma v, s kin

  • TS. on Xun Huy Minh dxhminh@gmail.com 15

    1.3. Promotion (XTTM)

    Promotion (xc tin thng mi - h tr bn hng - chiu th - khuyn mi) l tt c cc phng php truyn thng mt nh tip th c th s dng cung cp thng tin v sn phm

  • TS. on Xun Huy Minh dxhminh@gmail.com 16

    1.4. Place (a im)

    Phn phi l cung cp sn phm ti mt a im thun tin cho khch hng

  • TS. on Xun Huy Minh dxhminh@gmail.com 18

    1.5. Marketing mix 7P Physical evidence

    (Bng chng vt l): L cc yu t bn trong, bn ngoi ca hng, trang phc nhn vin, bin hiu,

    People (Con ngi): Nhn vin ca t chc, tip xc trc tip vi khch hng

    Process (Quy trnh): Cc quy trnh v h thng trong t chc

  • TS. on Xun Huy Minh dxhminh@gmail.com 19

    1.6. Khch hng mc tiu Khch hng mc tiu, hay cn gi l th trng mc tiu, l

    nhm khch hng m sn phm hng ti KHMT phi c nhu cu v sn phm (dch v) m DN cung

    cp v phi c kh nng chi tr cho sn phm (dch v) y Who: Ai s l ngi mua? Ai s dng? Ai gy nh hng? ... What: H tm kim iu g sn phm? Why: Ti sao h quan tm ti iu ? H mua lm g? Where: H u? Thuc tng lp no? a im mua sm no

    gn gi vi h? When: H mua khi no? Vo dp no?

  • TS. on Xun Huy Minh dxhminh@gmail.com 21

    2. e-Marketing mix

  • TS. on Xun Huy Minh dxhminh@gmail.com 22

    e-Marketing taxonomy

  • TS. on Xun Huy Minh dxhminh@gmail.com 23

    2.1. Product

    Sn phm hu hnh / v hnh Sn phm s (ch s dng trn cc TB s) Danh mc sn phm online Cc sn phm / dch v m rng (extended)

  • TS. on Xun Huy Minh dxhminh@gmail.com 24

    2.2. Price Tc ng ca chi ph gi sn phm Khai thc cc ngun thu t website

    Ph thnh vin Qung co

    Cng khai gi cnh tranh Phng thc mua bn, thanh ton a dng

    u gi Cc dch v thanh ton

  • TS. on Xun Huy Minh dxhminh@gmail.com 25

    2.3. Promotion Phng tin a dng, tc nhanh Mc khuych tn: ton cu Kh nng kt hp vi cc knh xc tin thng

    mi khc (integration) Yu cu sng to cao Nhc im?

    Trnh k thut Trnh sng to

  • TS. on Xun Huy Minh dxhminh@gmail.com 26

    2.4. Place

    Cung cp thng tin sn phm (vt l) Cung cp sn phm s Phng thc thanh ton ph hp

  • TS. on Xun Huy Minh dxhminh@gmail.com 27

    2.5. People

    Thng bo t ng (autoresponder) Trao i trc tip (chat, email) Tr l o (virtual assitant) Dch v khch hng qua mng x hi (social

    media CRM)

  • TS. on Xun Huy Minh dxhminh@gmail.com 28

    2.6. Process & physical evidence

    Xy dng website p, tin dng Ho n, chng t c th lu / in Kt hp hiu qu cc hot ng offline

  • TS. on Xun Huy Minh dxhminh@gmail.com 29

    2.7. Partnership

    Slide 1Slide 2Slide 3Slide 4Slide 5Slide 6Slide 7Slide 10Slide 11Slide 12Slide 13Slide 14Slide 15Slide 16Slide 18Slide 19Slide 21Slide 22Slide 23Slide 24Slide 25Slide 26Slide 27Slide 28Slide 29