bai3 chienluocmarketing stp eqvn 111007051821 phpapp02

8/2/2019 Bai3 Chienluocmarketing Stp Eqvn 111007051821 Phpapp02

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6/25/20

w w w . e q v n . n e t

Ngi trnh by:

Nguyn Hong Ngc Phng

MBA, Ging vin,i hc Ti Chnh - Marketing

Chuyn :CHIN LC MARKETING - SPT

Chng trnh o to

MARKETING CN BN


Ni dung chuyn

1. Chin lc STP

2. Phn khc th trng

3. Chn th trng mc tiu4. nh v


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Chn th trng mc tiu

(Chin lc S T P)


Chn th trng mc tiu l mt giai

on khng th thiu c trong qu

trnh xy dng chin lc v t chc cc

chng trnh Marketing


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Marketing i tr(Mass Marketing)

Sn xut mt loi sn phm ng nht

cho tt c cc khch hng v p dng

cc phng thc Marketing ging nhau


Any customer canhave a car painted any

colour that he wants so

long as it is black


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Marketing trng im(Target Marketing)

y l gii php cho ngi lm

marketing trong vic thu ht khch

hng


Gip doanh nghip t hiu qu cao trong

hot ng sn xut kinh doanh.

Gip doanh nghip pht hin nhng c

hi th trng v tn dng c hi mt

cch hiu qu nht.


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Gip gia tng kh nng cnh tranh

ca doanh nghip


Qu trnh Marketing trng im

Phn khcth trng

Chn th trngmc tiu

nh vsn phm


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1. PHN KHC TH TRNG

Segmentation


1.1 Phn khc th trng l g?


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Phn khc th trngl vic phn chia th

trng thnh nhng

nhm ngi mua c

cng chung nhu cu

v c im


1.2 Ti sao phi phn khc th trng?

1. Th trng tng th l

qu ln v khc bit

2. To iu kin cho

doanh nghip chn th

trng mc tiu mt

cch chnh xc v hiu

qu hn


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Khu vc a l

Nhn khu hc

Tm l

Hnh vi tiu dng

1.3 Cc tiu thc phn khc th trng


1.3.1 Phnkhc theo khu

vc a l

Th trng c phn

chia theo nhng phmvi a l khc nhau


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1.3.2 Phn khc theo yu t nhn khu hc

La tui

Gii tnh

Thu nhp

Ngh nghip v trnh hc vn


La tui


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Gii tnh

w w w . e q v n . n e t1:04:34 PM


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Thu nhp


Ngh nghip v trnh hc vn

c tnh ngh nghip v trnh hc vn

cng l yu t nh hng n s khc

bit trong nhu cu s dng sn phm


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1.3.3. Phn khc theo yu t tm l Tng lp x hi

Li sng

C tnh


1.3. 4. Phn khc theo hnh vi tiu dng

L do mua hng

ch li

Mc s dng Mc trung thnh


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1.4 Phn khc th trngi vi t chc

Khu vc a l

c im cng ty


c im mua hng ca cng ty

c tnh ca ngi cung cp/ mi quan

h vi cc khch hng khc


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Tho lun

C th la chn nhng tiu thc no

phn khc th trng cc sn phm sau:

Nc hoa

Bnh ko

Giy dp


2. LA CHN TH TRNG MC TIU

Targeting


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2.1 Khi nim th trng mc tiu


Th trng mc tiu l th trng m

doanh nghip la chn da trn c s

phn tch nhu cu th trng, kh nng

cnh tranh v tn dng ngun lc mt

cch hiu qu nht xy dng hnh

nh ring


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Th trng mc tiu bao gm tp hp

nhng khch hng c nhng li ch hoc

nhng c tnh chung m doanh nghip

hng s phc v v nhng n lc

Marketing vo


2.2 Nguyn tc chn th trng mc tiu

Ph hp vi mc tiu ca cng ty

Ha hp c c hi Marketing vi tim

nng ca cng ty

Phi t khi lng bn vi chi ph thp

Nn t c i th cnh tranh


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2.3 nh gi cc khc th trng

2.3.1 Quy m v mc tng trngca khc th trng

Doanh nghip thu thp v phn tch cc

d liu trong cc khc th trng


2.3.2 Tnh hp dn ca cc khc th trng

Cc doanh nghip cn phn tch cc yu t

v p lc t th trng nh hng n kh

nng kinh doanh


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i th cnh tranhni b ngnh

i th tim

nng

Ngimua

Sn phmthay th

p lc cai th mi

p lc tngi mua

Nh cungcp

p lc ca sn

phm/dch v thay th

p lc ca nhcung cp

p lc t cc ith cng ngnh


2.3.3 Mc tiu v kh nng v ngun

lc ca doanh nghip

Doanh nghip cn tnh n mc tiu di

hn v kh nng ngun lc trong mi

quan h vi cc khc th trng


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2.4 Chn th trng mc tiu

Doanh nghip c th la chn mt

trong ba chin lc sau khi a ra

quyt nh chn th trng mc tiu


Cc chin lc p dng tip cn

Marketing khng phn bit (th trng mc

tiu nht th ha)

Marketing phn bit (th trng mc tiu a

dng)

Marketing tp trung (th trng mc tiu tp

trung)


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Marketing khng phn bit

Chin lcMarketing Mix Th trng


Marketing phn bit

Chin lcMarketing 1

Chin lcMarketing 2

Chin lcMarketing 3

Khc th trng1

Khc th trng2

Khc th trng3


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Marketing tp trung

Chin lcMarketing

Khc th trng1

Khc th trng2

Khc th trng3


3. NH V SN PHMPositioning


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3.1 Khi nim nh v

nh v sn phm c hiu l vic doanh

nghip s dng nhng n lc marketing

xy dng hnh nh sn phm v cng

ty, to mt v tr khc bit so vi i th

trong nhn thc ca khch hng


3.2 Qu trnh nh v

3.2.1 Phn tch tnh hnh

Phn tch khch hng

Phn tch i th cnh tranh

Phn tch doanh nghip


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3.2.2 Lp bn nh v

Bn nh v c lp xc nh v

tr ca doanh nghip mnh v i th

cnh tranh


thc hin chin lc nh v cc cng

ty s dng cc k thut to s khc bit


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Cc hnh thc to s khc bit

Sn phm Dch v Nhn s Knh phnphi n tng

Tnh nng Hot ng tin cy Kiu dng Thit k

Giao hng Lp t T vn Bo hnh Sa cha

Tc phong tin cy Nng lc chnh xc

che ph Hot ng

Biu tng Khng kh Cc hnhthc truynthng

S kin


3.3 La chn chin lc nh v

3.3.1 nh v da vo thuc tnh sn phm

Aquafina -phn tinhkhit nht ca bn.


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3.3.2 nh v da vo li ch m sn

phm c th em n cho khch hng


3.3.3 nh v da vo i tng khch hng

nh v da vo c tnh ca khch hng

nh v da vo cc c im c nhn ca

khch hng


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3.3.4 nh v theo c mun


3.4 Nhng sai lm cn trnh khi nh v

nh v qu cao hoc qu thp

nh v qu nhiu yu t

nh v khng ph hp

nh v ln ln


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