khuếch trương sản phẩm và quảng cáo

8/9/2019 Khuch trng sn phm v qung co

1/97

Khueeh truung San pham" ., ,vaquangeao

Quin tri Marketingtrong cie Doanh nghl,p Vila va Nh6


2/97

Chu'c:mg trinh phit trier. d . an Mi kOng

Quan tr! Marketing trong cacDoanh n g h i ~ p Vila va Nho

Khuech trlldngSan p h ~ m va Quang cao

TAl BAN LAN THO' I


3/97

OPENLEARNINGAGENCY

Chuong trlnh PMt triin Dl! an Me Kongtai trg

V i ~ hqc Ma OLA (Canada) biens o ~

Cuon sach nay do Chuang trlnh PMt tri!n DI! an Me Konggill ban q u y ~ n 2001KMng dugc sao chep h o ~ c sua d6i neu kMng dugc phep biing van ban ellaChuong trlnh PMt triin Dl! an Me Kong.

LUDY

Cuan saeh nay duge x1l.y dlp1g Iren co sa tai I i ~ u giang d


4/97

Chuang trlnh PMt trien DI)' an Me Kong (MPDF) duqc thilnh I ~ p nam 1997 nhamh6 trq sl)' hinh thanh va pMt trien cua cac doanh nghii;p til' nMn vtra va nho 0 Vii;tNam, Lao va Cfunpuchia. MPDF hi) trq ky thu"lt cho cac doanh nghii;p trong quatclnh chuAn bj cac dl! an dau til' vai qui mo ttl 250.000 den 10 trii;u dOla My.MPDF ding tai trq v i ~ c dim t\lO cac nhil quan If doanh n g h i ~ p vtra va nho, cacnglln hlmg dip tin dlfng cho cac doanh n g h i ~ p vtla va nho, cling nhu cac t6 chuccung cap djch VIf h6 trq cho doanh n g h i ~ p . MPDF duQ'c di6u hanh boi Cbng ty Taichinh Qu6c te (IFC) va duqc till Irq bOi Ngan hang Phar t r i ~ n Chllu A (ADB),Oxtraylia, Canada, Philn Lan, COng ty Tai chinh Qu6c te (IFC), Nh*t Ban, Na Uy,Thlfy D i ~ n , Thlfy Si va Vuang qu6c Anh. Neu can biet them tMng tin, xin lienvOi ba't ky van phOng nao clla MPDF t\li Ha Nqi, Thanh pho H6 Chi Minh, Phnompenh, ho;tc Vieng Chan thea dja chi sau:Ha N(li, V i ~ t Nam (Trl,! so chinh)63 Pho Ly Thai T6, Tang 7D i ~ n t h o ~ i : (84-4) 824 7892Fax: (84-4) 824 7898Thanh pM H6 Chi Minh, V i ~ t NamSomerset Chancel lor CourtPhong 3B, U u 321-23 N g u y ~ n Thj Minh Khai, Qu*n 1Dii;n tho\li: (84-8) 823 5266Fax: (84-8) 823 5271Phnom Penh, Campuchia175 Norodom BoulevardSangkat Boeung Keng Kang 1D i ~ n tho\li: (855-23) 219365Fax: (855-23) 21 9361Vieng Chan, LitoNehru Road, Pathou XayPOBox 9690Din tho\li: (856-21) 45 0017Fax: (856-21) 450020VI,! Doanh n g h i ~ p Vim va NbO, NgAn hang The giOi2121 Pennylvania Avenue, NWWashington, DC 20433, USADin tho\li: 202-473-6683Fax: 202-522-3742


5/97

Giai thieuCh ltcsng trinh lao tClio Quan 19danh cho cac Doanh n g h i ~ p VlJa va Nho

- ?Tong quanChltong trinh Daa tao Qudn IS> danh eha C(Jc Daanh nghiijp Vtl'a va NluJ duqcb i ~ n s o ~ n cho cac nha qulm 15' va chu doanh nghii?p vita va nhO. La ngum chu h o ~ c nguai qulm 15' doanh nghii?p nhc" quan tam den n h i ~ u khia c ~ h cua vii?c d i ~ u hanh mQt doanh nghii?p. Chuang trlnh nay se cung cap cho b ~ n mt bQ tai lii?uhuang dan marketing trong quan 15' doanh nghil;p. BQ tai lil;u nay c ~ p dencae chu sau: Xae djnh eac kMi nii?m marketing 11m t h ~ p thong tin kMch hang. PMt t r i ~ n ca.c th6ng tin qua trlnh va xu hu6n.g mua hang cua kMch hang Xac djnh va 1J!a chqn thi trUOng mtec t i ~ u phil hgp. Ke h o ~ c h hoa va pMt trien san phfun. Phat trien marketing ehii trqng moi quan va dieh Vte kMeh hang. Phat trien chien luqc quiing cao eho doanh n g h i ~ p Dinh gia va chien luge ve gia.B tai l i ~ u ve marketing eua Chltong trinh Dao t(}O Qudn IS> danh eha ale Doanhnghiijp Vtl'a va Nho duqe bien s o ~ n nhiim giiip cac chu doanh n g h i ~ p va nha quan15' doanh nghil;p nfun viing tat cii cae buoe trong qua trlnh marketing. M6i euonsach nghien cUn mQt khfa c ~ h Cte tM cua h o ~ t dQng marketing. Qua tling cuonsach marketing, se h


6/97

Philn b i ~ t dugc sl! kMc nhau gifra d ~ c diem va Iqi ich clla san phdm rna nguoiban hang ban cho khach hang. Xay d\fOg ke h o ~ c h marketing sao cho phu h@ vai ke h o ~ c h kinh doanh tdngthi! clla doanh n g h i ~ p . Mo ta cac bu6c l ~ p ke ho\\ch marketing. Xac djnh thong tin va thu t h ~ p cac thOng tin clIn thiet cho vi/?c ra cae quyetdinh ve, chien luqc marketing. Xae djnh va thu t h ~ p thong tin v(; kMch hang va til' khach hang. PhAn tich va phan d o ~ n thi trucrng trong kinh doanh. L!!,a eh


7/97

Ke' h o ~ c h U'ng dl,mg: cho phep b ~ n tirng buac ap dl,mg kien thuc da hc vaothl!c tien cong v i ~ c tl!i doanh n g h i ~ p . HQc d diiuB ~ n co tM dQc sach aMt cu nai dau. Song M d ~ t h i ~ u suift cao nMt, b ~ n nentranh nhilng nai 6n ao va co vo tuyen.HQc luc naoDieu nay hoan toan phJ! thu(>c vao b ~ n . Co the bt cuon sach, nhung neu b ~ n dln nhieu thOi gian han thl cling khongnen 10 lling VI vOi mili mon h


8/97

Gia dinh b ~ n , bl.ln be, h ~ c dong n g h i ~ p . Ngay cii khi h


9/97

Muc.luc GiOi t h i ~ u ChlIong tdnh Vao t ~ o Quan I i danh cho cacD h h -- v' , Nh" .an ng l ~ p ua va 0 1.Tong quan ...............................................................................................iPh h ' h" , ()' 'h ..u(JI1g p ap ng len CUU CD n sac ................................................. II

H 'd l l ' "c (1 u ...................................................................................... IIIH9C hic nao ................................................................................... iiiH9C nhu the nao ........................................................................... iiiC ' thA ' " d - ' .A ...o c; tim sl! glUp (1 (1 GaU .......................................... ............... 111

T : ! 'C K 'h 1ng quan ve uon sac ...................................................................M\lC tieu ................................................................................................ 1Cac thanh to cua chien 11IQ'C khuech trlIong san philm ................... 3Ml,lc tieu khuech truong slm pha'm ........................................................ 3Mn c()ng C\l trong khuech wong san phiim h6n hqp ............... ............ SLt,ra chQn cac cong CI,I khuech twong san pham ............................ 13LO,!-i san phiim va t h ~ truang .............. , . " ...... ,., ............................ , ..... ,13Ch '" I d:! , h ... I k ' ISen U


10/97

- TT'Ke h o ~ c h ung dl}.ng ........................... ................ ................. ...............41h o ~ c h ling d\lng la gi ? ..................................................................41

Lam tM naoM hom thin m ~ t h o ~ c h ling d\mg ......................... 41Lam gl vai h o ~ c h ling dWlg? ....................................................... ..42Buac tip theo ......................................................................................42PhI). Il}c A - Dap an ............................................................................ 49PhI} Il}c B - Chil giai T h u ~ t ngil .......................................................59Phl;l Il;Ic C . Thong tin b6 sung ......................................................... 83


11/97

T6ng quan ve Cuon sachMqi doanh nghip deu phai thlJe hin m(it s6 nhim Vl! marketing kh:ie nhau.Tru&e tien, cae doanh nghip phiii eung cap eho kh:ieh hang tiem nang thOng tinve san phiim h o ~ e dleh Vl! cUa mlnh. Sau do, hq phiii thOng tin eho nhilng nguoimua hang tiem nang cae d;:i.e tinh va nhii"ng 19i ich ella san pham rna nguOi muahang se thu duge khi sir d ~ m g san pham do. Nhim Vl! tiep theo la thuyet phuekh:kh hang mua slm pham; va sau khi khaeh hang dii sir d\lng san pham trong m!,?tthoi gian dai, nhim Vl! se IiI nh:le nhU eho nguOi mua hang biet fling san phiimnay viln dang duge eung cap va co the tiep t\le dem l1)i nhieu lqi ich. Vai tfo ellakhuech truang san phiim va quang cao chinh la thlJc h i ~ n nhii"ng n h i ~ m Vl! nay.Cu6n sach nay cho thay tam quan tfqng clla h01)t d!,?ng khuech truang slm phamd6i vm. vic ban hang ella doanh n g h i ~ p . Cu6n sach se giai thich tUng cong C\lkhuech truang san pham trong s6 b6n cong C\I khueeh truang chinh - quang cao,ban hang tflJc tiep, xuc tien ban hang va quan h cOng chung va neu fa cach thUede: xay dlJilg chien luge khuech truang san pham h6n hgp. Cu6n saeh se xem xetchi tiet han ve quang cao, cae m\lc tieu quang cao, thiet ke thOng d i ~ p va IlJa chqnphuang t i ~ n quang cao .Cac m\lc tieu chinh clla cu6n sach nay la neu fa cach thuc xay dlJilg chien lugekhuech truang san pham, t1)o fa khuech truang san pham h6n hgp va xay dlJilgchuang trlnh quang cao.Cu6n sach nay gia dinh fiing b ~ n dii biet fO san phiim cua mlnh la gl (de c ~ p tTOngcu6n sach Ke h o ~ c h hoa va PMt trie:n Sim philm) va dii xac dlnh duge kMchhang m\lc tieu clla mlnh (cu6n sach T'nl tmang M\lc tieu).

Khi dii hoiln thiinh cu6n sach nay, se co kha nang t6t hon de::l . Xac dinh TO b6n m\lc tieu cua chien lugc khuech trlfang san pham2. Neu b6n yeu t6 anh huang tm. cac quyet dinh ve chien luge khuech tmang san

pham.3. Giai thich slJ kMc b i ~ t giiia chien lugc dAy va chien luqc keo.4. Mo ta b6n cong C\l khuech trlfang san phAm, tim dugc it nha"t ba vi d\l cho m8icong C\l va mo ta tam quan tfqng tuang d6i cua chUng d6i v&i ca san pham tieudung va san pham cong n g h i ~ p .

Khuech tnmg Sun pJuim va Quang cuo I


12/97

5. Xae dinh ebng e\l nao Ja cbng e\l khufeh tnIcmg san pMm tot nhat eho tUnggiai d o ~ n trong qua tflnh mua hang cila khach hang.6. Mb tii tUng tharm to ehfnh ella ehucmg tnnh quiing do: d ~ t de m\le tieu quangdo , xlly dtplg tMng d i ~ p h i ~ u qua va Iva eh9n phucmg tiCin quiing eao .

2 Khue(.'h tnlung San pham va Quang CliO


13/97

Cae thanh to eua chien Illdekhueeh trlldng san p h ~ ~ Marketing h i ~ u qua khOng chi doi hoi cac doanh n g h i ~ p pMt trii!n san. phfim tot,dinh gia san phfim mt cach hap diin vii cung c1lp san phiim do cho khach hilngml!c tieu, mil cac doanh n g h i ~ p con pMi trao d6i thOng tin mt cach tfch qrc v6ikhach hilng tiem nang cUa minh, T1lt ca cac h o ~ t dng truyen thOng elJa mt doanhn g h i ~ p vai khach hang se t ~ o thanh khuech truC1I1g san pMm Mn hqp cua doanhn g h i ~ p . H6n hqp nily bao g6m sl! ket hqp dc dao cua quang cao, ban hang trIJctiep, xuc tien ban hilng vii cac h o ~ t dng quan h cong chUng mil doanh n g h i ~ p sildl!ng di! thl!c hin cac m1,lc tieu khuch truC1I1g san pham vii marketing cua hQ.Buac dAu tien trong qua trlnh pMt trii!n khuech truC1I1g san pMm hiin hqp Iii xacdjnh ro cac m1,lc tieu khuech truC1I1g.

M\Jc tieu khuech tntdng sim phimcae m1,le tieu khueeh truC1I1g s{mphAm pMi phil hqp v6i thi trubng m ~ c tieu euadoanh nghip vii nhu diu eua thi lrUbng do. Tat nhien, ml!e tieu euoi eling la lameho kh.kh hang mua san phftm eua doanh n g h i ~ p . Tuy vl).y, v i ~ mua h1mg euakhach hang Iii ket qua eua qua trlnh quyet dinh keo dill. Qua trlnh quyet dinh muahang kMng phili Iii mQt qua trlnh dan gilm. Hlnh 1 cho th1ly bon giai d o ~ rnakMeh hang pMi tfiii qua truae khi hQ thl!e sl! mua mqt san phAm.cae doanh n g h i ~ p can pMi biet fO h i ~ n t'Ji khaeh hang m1,lc tieu dang a i tff naotfong qua trlnh mua hang eua h9 vii giai d o ~ sau se la gi. Dieu nily se quyet djnhcae ml!e tieu khuch truC1I1g san phAm (xem Hlnh J): Khoi dl).y moi quan tam doi v6i san phftm, ngay ca khi khaeh h1mg chua biettm 'I f tfin t'Ji cua san pham. Thong bao cho khach hang ve san phlim va d.c J fch cua no khi hI,> khonghiilu ro ve slm phAm, ve cach vl).n hilnh va nhiing J ich mil san phAm co thi\'dem J ~ i .

KhwiCh IrUdng San pha;n Vii Qudng coo 3


14/97

T ~ o long tin d6i v6'i san pham va doanh n g h i ~ p khi khaeh himg dii bitt sanpham nhllng chua hoan toan tin vao gia trj eua san pharo. Thuytt ph\lc khaeh hang dng cae lqi feh eua slm pham 100 han chi phi bOra va M quytt djnh phai mua san pharo.

C Chua biet >'\ QuenKhui'chtnmng I,.Biet ve san phtlm - ', ,IThong tin KhOngh ( ~ u

I

Hii'u ve sfm phtlm "' , ,I Nghi ngoStltin c,y II

Tin vao san phtlm P'-::Nhan thltc I Bangve"lQ!i ich I quan

I"ua --Hinh 1: Ok M'.lc tieu khu6ch truang san phfun

Cae doanh n g h i ~ p khtmg quan tam day du tm khaeh himg se thay r ~ g kMeh hangkh6ng mua san pharo ella h ~ , the h i ~ n biing cae dU


15/97

BAI T TlJKIEM TRA 1Trong cac m\lc sau d1ly, m\lc tieu nao co tht'! la m\lc tieu khuech tnroog san phfun ?o Khai d ~ y sl! quan t1lm d6i vm san ph:lm.o Cung cilp thOng tin v6 san phAm va cae I fch cua san phAm.o Ti,lo long tin d6i vm san ph:lm va doanh n g h i ~ p . o Thuye't ph\lc khach hang fling cac I ich cua san pham Ian hoo chi phi hQ

bo fa.

o Tilt cii cac y tren d6u co tht'! l1i. cac m\lc tieu khuech tnrang san pMm .

Bn cong C\I trong khuech tn/Clng San phimhon hqpKMng co doanh n g h i ~ p nllO co kinh phi vo hl).ll de dtiu tu vao khuech truang sanphfun va quang ca.o. M6i doanh n g h i ~ p d6u phlii quye't djnh nhfing cong C\l khuechtruang san phfun nao se la h i ~ u qua nha't va co tac d\lng cao nha't trong v i ~ c thl!ch i ~ n cac m\lc tieu khue'ch tnrang cua hQ. M.,t khue'ch tnrang san phfun h6n hClpduge ph6i hClp t6t se ke't hClp sir d\lng b6n cong c\l: quang cao, ban hang trl!c tiep,xuc tie'n ban hang va quan cong chung.Quang cao la sl! thuyet trlnh v6 cac y tUOng, hang hoa hay cac djch Y\l thOng quacac phuang t i ~ n truy6n thong, rna doanh n g h i ~ p phai trli ti6n. Cac doanh n g h i ~ p sird\lng quang cao theo nhi6u cach khac nhau. Bang I neu ra cac cling C\l quang caopM bie'n nhilt.

Khuec'h trttang San pham va Qudng cao 5


16/97

Cac cong cl.l quang caoe An phArn quang cao va tin truyen thanhe Bao bie Hlnh anh dQnge Tai I i ~ u quJing cao va gioi thieue Ap phich va ta wie Danh b:;te . Tai ban tin quang cao B i ~ n quang cao B i ~ n h i ~ u tnmg baye Tnmg bay tai d i ~ m ban hange Bieu tuqng Bang video

Bang 1: Cae cong CI;l quang eao.Quang cao co trnh dai chung va tat cii m


17/97

O k cu,>c thi, tro chai va tro chai co thuang Hang khuyen m ~ i va qua tang Hang mau Hgi chq va trung bay thuang m ~ i Trien Him B i ~ u d i ~ n thl!c himh slm phAm Phieu giam gia Tra I"i mgt phiin ti8n hang Hi trq liii suAt thap Giai trf

Bang 2: Cae cOng CI;I xuc tie'n ban hang.cac cong cI.' xuc tien ban hang rat hfru dI.'ng VI chUng gay chu 9 va IhuOOg xuyencung cap nhiffig thOng tin khuyen khfch khach hang mua san phAm. DO thuOOg lamgt s6 pMn thuang ho\ic cac hinh thUc khuyen khfch khiie va doi khi Iii \oi maiIrl!e tiep mua san phAm. Quang cao eo t h ~ khuyen khfch khiich hang mua mgt sanphAm, nhung cae ho;:tt dgng xue lien ban hang I(li khuyen khfch khiieh hang muasan phfun do ngay lue thl.Xue tien ban hang eo the duqc su dl,mg de t ~ o ra m,>t phlln ti'ng manh han viinhanh chong han. Tuy v!ly, cac lae dl,mg ella chung khOng keo dili va chUng khongdem l;:ti ket qua t6t trong v i ~ c xay dl!llg nhiln h i ~ u duqc un chw?ng lau dai.Quan cong chung !


18/97

Cae c ( m ~ e li quan hI) d m ~ e h t i n ~ Bm viet tren bao chi Bai phat bieu HQi thao Bao cao hang nam Q u y ~ n gop ti1 t h i ~ n Tai trq cac an pham Quan h cqng dong V ~ n dQng T ~ p cm doanh nghip cac sV kin b i ~ t

Bang 3: Cae c()ng C1! quan eOng chUng.Quan c{lng chung dong gop vao khu&h wong san pharo h6n hgp ba di1-c tnmgr i ~ n g b i ~ t :

1. cac boo phOng sl,l' xac thlp: h(fll va dang tin ~ ' < J Y h(fll so vm cac hlnh thuc quangcaoc6djnh.

2. Quan cong chung co t h ~ den duqc viti nhie'u kMch lU'mg la nhiing ngumkMng chu y tm quang cao hay toi nhiing nhan v i ~ n ban hang - thong d i ~ p denvoi he;> Ia tin tilc cM kMng phai la mQt th{lng bao ban hang.

3. Quan c{lng chung, gi6ng nhu quang cao, co the kich ban hod san phlimhOi!-c doanh n g h i ~ p .

cac doanh n g h i ~ p vtra va nho thuang kMng sir d ~ n g t6i da quan cong chUng,tuy chuong trlnh quan cong cMng t6t co the iii mQt tac nhan cl,l'c kY h i ~ u quatrong khuech wong san pharo Mn hgp.Ban hang trl1c tiep HI v i ~ c nhan vien ban hang cua mQt doanh n g h i ~ p thl,l'c h i ~ fn!C tiep v i ~ ban hang cho khach hang. Doi khi, ban h ~ m g trl,i'c tiep iii c{lngkhuech truong san phlim hiiu hi?u nha't, vi khi khach hang dii san sang muanhung con chua Il!a che;>n chllc chfuI nh1ln hi?u hay san pham.Ban hang trl!c tiep co h i ~ u qua se khien khach hang cam thay mlnh duqc quan tamrieng va no dem l ~ i cho cac doanh nghi?p vUa va nho mqt uu diem ro riing so vmcae d6i thu qnh tranh 100 hem v6n thuang khong the de dang luu tam tm ca nhantUng khach hang, Bang 4 l i ~ t cac cong cv ban hang tfVc tiep rna mQt doanhn g h i ~ p co the sir dVng.

8 Khue(,-h truo'ng San plulm va Quang coo


19/97

Thuyet minh ban hang Hi nghj ban hitng Cac chuemg [nnh khuyen khfch Himgmii.u H(li chq vitlnIng bity thuemg m:).i

Bang 4: O k cong oon hang true tiep.Ban hang t11!c tiep co m(lt so uu (nem, dii-c b i ~ t lit so sanh vai quang cao. Ban hangt11!c liep lit sl! giao liep t11!c d i ~ n giua cae ca nMn, do do m6i ngum co 1M quansat nhu diu vit dii-c d j ; ~ m cua ngum d6i Iho:).i vit hQ co t h ~ dii!u chinh m(lt eachnhanh chOng each thuc ban hitng. Ban hitng tNc tiep cho phep thiet Il,lp m(lt 10:).1cac m6i quan rng, do do khiich hang duqc phl!C VI! m(lt cach rieng b i ~ t chotlIng ca nM-n hem. NhiIng nMn vien ban hang h i ~ u qua phai xay dJ!Ilg duqc moiquan lau dili vt'ri khach hitng, dam bao duy tel duqc nhiIng ngum mua hangtrung thilnh.

cM Ian nMt clla ban hang trl!c tiep lit chi phi cao. V i ~ c duy tel nMn vien banhang can phai co sl! cam ket dili (kMng gi6ng quang cao, co tM nhanh chOngbl,lt len hoii-c ta t di). cac doanh nghip (; Blk My noi chung dllu tu cho ban hitngt11!c tiep nhii!u It'ri gap ba Ian dliu tu cho quang cao.

Khu&oh truong San pharrI va Quang CaD 9


20/97


21/97

/UAI T THVC HANH 1Hay neu ren rnt Irong nhUng san pham rna doanh n g h i ~ p bl.ill ban: ___I. Trong cac h ~ t dng khuech tnrong san pham sau dlly, hay xac dinh cacho').t dng t').o thii.nh khuech tnr


22/97

Quan c6ng chUng0 Bai vit tren bao chi0 BID pbat bieu0 HQitMo /0 Bao cao hang nllm0 Quylln gOp tu t h i ~ n 0 Thl trg0 Cae 1'fn phfun0 Quan cQng d6ng0 V ~ d Q n g 0 Tl).p chi doanh n g h i ~ p 0 Cac sl! k i ~ n di)c b i ~ t Ban hang trt,rc tie'po Gi6'i t h i ~ u thuong ml).io HQi nght oon hango Chuong trinh khuyen khfcho Hangmauo H()i chg va tnmg bay thuong rnl).i

2. Hay xern xet hOl).t d()ng khuch truong san phfun nao b!pl nen dua viiokhuech truong san phfun h6n hgp cho san phfun nay. Hay danh gia 4llchuong trlnh khueCh truong san phiirn cua b!pl d\!ll tren nhUng quan sat do.

12

SI! ket hQp dQc dao giua quang cao, xuc tien ban hang,quan cong chUng va cac hOl;lt dQng ban hang trt,rc tiepclla rniii doanh n g h i ~ p la khuech truOl1g san ph;\rn Mn hgprna doanh n g h i ~ p sir d"ng thl!c h i ~ n cac rn"c tieu banhang Clla hI,!.

K h u e { ~ h trUdng San phd'm va Qudng cao


23/97

Llfa chQn cac cong cl}khuech trllClng san p h ~ m Oic doanh n g h i ~ p xem xet nhieu yeu t6 khi lI!a ch9n cac cong cl,l khueeh truongsan pMm nhAm xay dJ!ng khueeh truong san phfun Mn hqp cua hI? ChUng ta sexem xet b6n trong s6 cac yeu t6 do:I. Lo1;li san pMm va thj truOng.2. Chien hrqc dlly va chien luqe keo3. Giai do"-Il slin sang mua cua kMch hang.4. Giai do"-Il trong chu ky s6ng cua san philm.

L o ~ i San p h ~ m va thj trllifngTAm quan trl?ng eua cac c6ng Cl,l khuech truong san pMm kMc nhau d6i vm thjtruOng hang tieu dung va thj truOng s{m phfun cong nghip co sl! kMc b i ~ t . Caedoanh nghip ban san pMm cho ngum tieu dung cu6i cung thuOng dau t lI choquang cao nhieu hon so vm cac doanh nghip ban hang cho cac t6 ehuc kinhdoanh khac. Cac doanh nghip ban san pMm cong nghip (nhUng doanh nghipban san philm cho cac doanh nghip khac) danh philn Ian ngan sach khuchtruong san pMm eua hI? cho h o ~ t dqng ban hang tr'!c tiep. Nhln chung, ban hangtfJ!c tiep dlIgc Slr dl,lng khi cac san pMm co gia cao, co rui ro trong ban hang vaban hang cho s6 lugng doanh n g h i ~ p it nhung lugng mua Ian. May tu6t ilia va hoacMt Iii cac vi dl,l ve san phfun cong nghip thuOng dlIgc khuech truong Mng eachban hang IfJ!c tiep.

Tren thi truOng san phfun cong nghip, quang eao kh6ng co y nghia quan tn;mgMng chao hang tfJ!C tiep, nhung van giU vai tro quan tr9ng. Quang cao co tMduqc Slr dl,lng di! t ~ o ra 51! n h ~ n biet va kien thuc ve san phdm nhilm 40 nen cacmlii dqt pM ban hang va M k h ~ n g djnh l ~ i vm nguoi mua hang ve doanh n g h i ~ p va cac san phfun cua doanh nghip. Tuong tl!, ban hang tn,rc tiep co tMdem 11;li ketqua cao cho cac doanh nghip ban hang tieu dung. NhAn vien ban hang co thi! d ~ t

Khl4eL'h trUdng San pham va Quang cao 13


24/97

dtrgc hi?u qua trong vi?c loi keo cac nhi'! buon va ngtroi ban Ie vao ban san phamcua minh, co t h ~ thuyet phl,lc ngum quan ly ctra hang danh cho san pham nhi6uchb han t n ~ n quAy hang va khuyen khich sir dl,lng v ~ t tnrng bay va san phamkhuech truang cua doanh nghi?p t ~ i ctra himg.

,-III:::l!IIc::"111I-

14

Qwong d o Ban hangtrt!C tiep Khuech tntllngMnhimg

I I Io Hang tieudungsan phi'mcong n 9 h i ~ p

Quancang chung

ffinh 2: Tam quan tr\mg tuong d6i cua cac cong c\l khuech twong slm pham d6i v6ihimg tieu dung va san pham cong n g h i ~ p .

Khue'ch tnfmlg San pham va Qudng edo


25/97

'""" A'BAI T TlJ KIEM TRA 3Hay cho biet, cac cau du6'i dily dung hay saLL Tren thi trl10ng h ~ m g tieu dung, quang cao la m9t cong cl} khuech tnrongsim philm quan tf(;mg han Iii tren thi trl10ng san philm cong n g h i ~ p . o Dung 0 Sai2. Tren thi trl10ng hang tieu dung, ban hang trl!c tiep la m,?t cong Cl} qllantf9ng han tren thi trl10ng san philm cong n g h i ~ p .

o Dung 0 Sai3. Ban hang tf1}c tiep iii m9t thanh t6 quan tH?ng trong khuech truang sanphilm h6n hqp d6i vai nrt cii cac san ph:im cong n g h i ~ p . o Dung 0 SaiHiin h'!P cac cong c'" khuech truang san pham tren thitru


26/97

Mt s6 d i < ~ u kin nbat dinh se tl.i0 t h u ~ n h;ri cho chien lugc


27/97

Khuech tntOng Khuech tn.tangsan pham tich GtfC san pham ttch ei!Ctdi to ir-s-a-n-x-u-a-t--'H Bim buon H Ban

y ~ u c ~ u sanpham tU

Chien IltC;Ic keoYeu cau sanph3m ti l

Khu@'ch tn.tangsan pha-m Uch cLlCUri H Tieu dungYeu cau sanphamtu

L-_s_a_n-,x_u_i_'t---lH Ban buOn H , - - _ B _ a _ n _ l _ e _ . . . J I ~ Tieu dungtKhuech tnJang san phtim tichc\fC fa;

Hlnh 3: Chien Itt"" dAy va Chien Itt",c keo.

Giai do')n sin sang mua eua khaeh himgKhach hlmg trai qua n h i ~ u blI6"c ke tit khi he:> nh?n thaY m(lt vAn hoi).c tMy mi)tnhu du cho tm khi he:> mua san phtim hay djch V\I de thoa man nhu cau do. Qua~ m u d ~ h l ~ ~ ~ ~ g ~ ~ ~ ~ ~ ~ ~ ~ ~ I ~ ~ di)ng khuech twoog san phtlm rieng:I. Nhiin biet nhu du . Qua tnnh mua hang biit dau khi nglIai mua n h ~ n b i 6 ~

dlIQ"c mi)t van hay mi)t nhu duo Trong giai dO{ll1 nay quang cao va quan Mcbng chUng co the t'!-O ra sl! nh?o bi6t ve san pham va cac nhu du rna sanphtim cO the thoa man.2. Tim kiem thOng tin. Luc nay khlich hang da nh*n bi6t dlIQ"c san phtlm vatIm ki6m thbng tin cach thoa man nhu du hoi).c giai quytt van d ~ . Quang

cao co tM truyen tai thbng tin quan tre:>ng ve san pham, ban hang lrI!c tiepcung cap thOng tin chi titt ve san phdm va tra Uri cac cAu hOi Cl} the.3. Danh gia cac phuong an. Ngum mua hang dl!a tren cae lieu chi quye"t djnh dedanh gia cac phlIoog an khac nhau. He:> danh gia nhiing 1


28/97

cho tUng khach hang. Nhan vien ban hang c6 the khuyen khfch khach hangchuyen sang giai do,!-n cu6i cung la quyet djnh mua san ph1{m.4. Quyet dinh mua. Quyet dinh mua thl!c sl! bao g6m nam quyet djnh nM.Khach hang khong chi quyet djnh mua san phlim nao (quyet djnh nhan h i ~ u ) , rna con quyet djnh ca mua tit doanh n g h i ~ p nao, mua bao nhieu, mua khi naova thanh toan theo phuong thuc nao. Xuc tien ban hang va ban hang tI1!c tiep

la nhilng hOl!t d


29/97

Giai dOCiln trong chu ky s6ng cua slm ph'mCae cong Cl! khuech truang san ph:im khac nhau cling co tac dl!ng khac nhau theovj tff h i ~ n t ~ i clla san ph:im trong chu ky s6ng clla no. Giai d o ~ n giOi thiu san ph:lm. Giai dO


30/97

'-......BAI T TVKIEM TRA 4Hay cho biet cac cau sau dung hay sai.I. Quang ca.o va ban hang tfl!c tiep la cac h o ~ t dqng khuech tnrcmg san phllmnen Slr d\mg doi v&i kMch hang trong giai d o ~ tim kiem thong tin choquyet dinh mua hang cua hq.o Dung o Sai2. Chien hrqc dAy la chien Itrqc trong do nha san xuat giiim gia m ~ n h nhiimddy hang tOn kho IOi thm fa khOi kho hang.

o Dung OSai3. M(\t trong cac d i ~ u k i ~ n t h u ~ n I cho chien luqc dAy la khach hang rattrung thanh vffi nhiin h i ~ u . .o Dung o Sai4. Mqt trong nhfrng d i ~ u k i ~ n t h u ~ n I cho chien luqc keo la kMch hang rattrung thanh vffi nhiin h i ~ u .

o Dung o Sai5. Quang cao va quan h cong chUng duqc dung t


31/97

Xay dlfll9 chU'dng trinh quang caoQuang cao va khuech truang san pham thuang hay bi nMm liin. Khu&h truangsan pMm CD nghia rng, chi bat ky hlnh thuc truyen thOng co tinh thuyet phvcnao, dugc thiet ke nhi'im cung cap cho ngUm mua hang thOng lin ve san pham haydjch vv va nMm thue day hQ mua hang hoa hay djch vv. Khuech truang san phambao g6m quan c6ng chling, xuc tien ban hang, ban hang lIc tiep va quang cao.Do do, quiing cao chila mt trong bon c6ng cv khuech truang san pham. Tuy v ~ y , quang cao la mt chi phi quan trQng doi vm nhieu doanh n g h i ~ p , vi tM pMn nayse xem xet quang cao mgt cach chi tiet han.De mt chien djch quang cao d ~ t dugchiu qua, doanh n g h i ~ p pMi ra Mn quye"tdjnh Ian. Quyet djnh thu nMt la xac djnhr5 cae mvc tieu quang eao. Quyet djnhnay se mc dng tm tift ca cac quyet djnhkhac. ChAng h ~ , th6ng d i ~ p quang caophai phU hgp vm mvc lieu quang cao.Ngan s3ch eiing se phv thugc mgt phanvan cac mvc tieu dang thea dubio Cu6iciing, cac quyet djnh ve phuang t i ~ n truyen th6ng (quang cao 0 dau) se phvthu\>C vao cac doi tuqng khan, thfnh giamvc tieu va mlfc lieu quang cao.PMn nay xem xet bon quyet djnh do va cae mlfe lieu quang cao ehfnh. caediem cua nhUng thOng dip quang cao tot va nhUng Uti nhuge diem cua eacphuang t i ~ n quang cao chfnh.

MI:IC tieu quang caoMuc lieu quang cao Iii n h i ~ m Vl,I truyen thong Clf tM duge thl!e h i ~ n vm mOt d6ituqng khan. thfnh gia clJ the trong mt khoang thm gian CIJ tM. Gie mlfe lieuquang cao co the duqe phan l o ~ theo mlJC dich chfnh cua chUng - tMng bao,thuyet phlJc hay nhilc nho.Quang cao thong bao dugc su dlfng cbU yeu khi gim thiU mt san pham mm.Chuc nang cua no Iii thong tin vm mQi ngUm ve san pham, cae di).c diem va lqi feh

Khuech truong San phii'm va Quang cao 21


32/97

eua si'tn pham de hQ quan tam tai v i ~ mua slm pham do. M ~ e tieu trong tnranghqp nay la tl!o ra nhu du ban dau. Vf du, neu Nestle giai t h i ~ u mQt san phdm suamai nhiim dimh eho nguoi eao tu6i trong khi nguoi cao tu6i viln nghlla sua chidanh cho tre em, cong ty se Slr d ~ n g quang cao thong bao nhiim t ~ o ra nhil.n thucriing u6ng sua se co IQ'i cho nguoi cao tu6i.Quang cao thOng bao cilng co the cho khach hang bit vI! cach sir d ~ n g mQt sanph:1m, mo ta cac djeh h i ~ n co, giai t h i ~ u cae cong d ~ n g mai eua mQt san philmva cong b6 nhling thay d6i vi! gia ca. Doi khi, nguai quang cao Slr d ~ n g quang caothOng bao nhiim giam bat nhfrng 10 ngl!i ella khach hang vi! mQt san ph:1m va congd ~ n g cua no. Quang cao thOng bao co tM d,!t h i ~ u qua trong v i ~ c kh:1c p h ~ c nhfrng an tugng xiiu. MQt s6 doanh n g h i ~ p Slr d ~ n g quang cao thong bao de xaydQ'ng hinh anh doanh n g h i ~ p hQ. Vf dl.', LiOA sir d ~ n g quang cao d6 xay dQ'nghlnh anh mQt nha san xuiit may bin the trong nuac co san pham qnh tranh dUQ'cvm hang nhil.P ngol!i.Quang cao thuyet p h ~ c tra nen quan trQng hem khi 51! c,!nh tranh tang len.Nhfrng nguai quang cao sir d ~ n g no de thuyet p h ~ c mQi nguai mua san pham cuahQ thay vi mua san phdm c,!nh tranh khac. M ~ c tieu cua doanh n g h i ~ p trongtcuang hqp nay Ia ti!0 fa nhu cau co chQn.Quang cao thuyet p h ~ c thuang nhiim thay d6i cam nhil.n cua khach hang vi! sanpham va cac thuQc tfnh clla san phdm. CO the sir d ~ n g no dii thuyet p h ~ c nguaimua hang chuyen tit mQt san pham qnh tranh sang s1m pham clla doanh n g h i ~ p minh, hoijc thuyet p h ~ c hQ mua ngay san phdm, hoi).c chi dem gian IiI thuyet phl!-ChQ chap nMn loi chao ban hang. Quang cao d ~ u an Neptune la mQt vf cuaquang cao thuyet phl!-C.Quang cao so sanh la mQt IOi!i quang cao thuyet phl.'C, trong do mQt doanhn g h i ~ p tfl!c tiep so sanh nhiin h i ~ u clla hQ vm mQt hoi).c nhil!u nhlin h i ~ u khac.M ~ c tieu la lam cho nguoi tieu dung ehuyen til' mQt nhlin h i ~ u qnh tranh sang sanphlim ella doanh n g h i ~ p . BQt gii).t Tide la mQt vi dl.' ella san phlim vAn quang cao labQt gii).t tot hem bQt gil).t thOng thuang.Quang cao nhAc nha d,rge slr d ~ m g cho cac san philm bao hoa, trong tnrang hqpkhaeh hiing dli biet Mn san philm do, cae tac dl.'ng cua san philm va h ~ u bet la tacdQng Mn nhling nguoi sir dl.'ng trung thanh. Ml.'e tieu cua quang eao nhk nha laJam cho nguoi tieu dung thuemg xuyen nghl tm san philm. Quang cao nMc nha cotM dien ra duai hlnh thuc cae thong tin nhlie nha dmg hQ co the ean tm san pMmtrong thai gian tm hoi).c m ~ c tieu eua hlnh thue quang cao nay tl!O ra hlnh anh sanpham trong tam tff eua nguai mua hl'mg trong thai gian khong sa dl.'ng san philmthuang xuyen.

22 K h u e ~ - h tru'o1Jg San phuin va Quang eao


33/97

' -" .:?BAI T i).P TV KIEM TRA 5Dien them nhfrng tit bi thieu.1. Quang cao thong bao duqc sir d ~ n g chu yeu khi__________2. Quang cao thuyet p h ~ c dugc sir d ~ n g de thuyet ph\!c m


34/97

feh nay can duqe dua vao eu


35/97

BAI T!P THVC HANH 2I. Neu. r n ~ t vi dl,l ve r n ~ t thong d i ~ p quang cao h i ~ u qua rna b ~ n bi!.

2. Hay giai thich t:).i sao thOng dip nay co hiu qua.

3. Neu r n ~ t vi dl,l ve rnt thong dip quang cao khOng hiu qua rna b ~ n biel.

4. Hay giai thich t:).i sao thong dip nay khong cO hiu qua.

ThOng d i ~ p quang cao lam cho mQi ngum nghi den vahuang ling san pham hay doanh n g h i ~ p theo m(lt each nhatd!nh.

Khuech truong San pha?m va Quang cdo 25


36/97

Quyet dinh phlldng t i ~ n quang caoM';t doanh nghip phai xem xet nhieu yeu t6 khi quyet dinh qulmg caD adau. B6nyeu t6 chfnh lmh huang tm h!a chQn phuong t i ~ n qulmg CaD Ia.:1. Cae thOi quen ve phuong t i ~ n truyen thOng cua nhfing ngum tieu dung rn",c

tieu se {mh huang tm sl! Il!a chQn phuemg tin qulmg caD. Vi d\" radio vatruyen hlnh la nhfing phuemg tin t6t nhllt dtl den v6i thanh nien.2. Tinh ehilt eua san ph:'lm. Mt s6 san phAm va thOng dip pM hqp hem vmcac phuemg t i ~ n truyen thong nMt dinh so v6i cac san phArn va thong d i ~ p khac. ChiLlg h'Pl, t6t nba"t la quang caD thm trang tnon cac t'!P chi in mau,nhung truytn hlnh co h i ~ u qua caD hem d6i v6i vic gi6i thiu may anh chupIlly ngay.3. Cae l o ~ i thOng d i ~ p khae nhau co thtl doi hOi cac phuong t i ~ n truyen thongkhac nhau. M(it thong d i ~ p cong b6 vic ban hang vao ngay mai se doi hoitfnh tuc thm cua radio hoi1-c bao chi, trong khi do mt thong d i ~ p chua nhieudfr l i ~ u ky t h u ~ t se dm nhieu khong gian van blm va hlnh anh, do do cae t'!Pchi hay thu gui trl}"c tiep I,!i phil hqp har..4. Chi phi la yeu t6 chinh trong qua trlnh Il!a chQn phuemg tin quang caD. Vi

d"" truyen hlnh la phuemg lin flit t6n kern, con chi phI quang CaD tren baDtMp hem nhieu. Doanh nghip khong chi phai xern xet t6ng chi phi cuaphuemg tien truyen thong, rna phai xem xet chi phi tren dliu ngum tiep n h ~ duge qulmg CaD (thUOng duge xac dinh bAng "chi phi lren nghln ngum" n h ~ n dugc quang cao).

Lila chQn phlldng t i ~ n quang caoNhieu doanh nghieP vtra va nh6 danh philn Ian nglln sach khuech wemg san philmcua hQ cho quang CaD va hQ g ~ p phai van de quyet dinh Il!a chQn sir d\,ng phuemgtin qulmg CaD. M';t trong nhfrng yeu t6 quan trQng trong vic sil dl,mg ngan sachcho qulmg cao f';ng rai la quang caD dung ch6.M';t doanh nghip clIn phai biet qulmg cao cua hQ den vm nhfrng d6i tugng nao.Qua tnnh nay c6 b6n bu&


37/97

2. Tim h i ~ u xem kMch hang m\lc tieu dqc, nghe va xem gl. Do co phai Ia radio,thu gm tf1!c tiep ho\ic biio chi hay kh6ng? Hq nghe chuang tdnh pMt thanhnao, dqc IO(li thu giri trl!c tiep nao hay to biio nao?

3. M6 ta san phfun ho\iC dich VI! cua h

tieu clla b(lll. Hay Iga chqn tiet m\lc h0i!-c thOi d i ~ m khi cac kMch hang tii!mnflng de tiep n h ~ n duqc thOng di?p.Doanh nghip Ii).p ke hO(lch quiing cao can phiii quyet dinh se quiing cao adau(radio, truyen hlnh, biio chi, bien quiing cao .. ) va dung luqng quang cao tcen m6iphuang ti/?n do. Hq phai quyet djnh uin sufit clla thOng di?p quiing cao va phuangti?n nao co rac d\mg cao nhat vm cling mi)t ngfln such quang cao.Philn nay gi&i thi?u sau phuang ti?n quang cao chfnh va neU ra nhiing un va nhuqcdiem cua m6i phuang tin. co tM sir d\lng chUng lam mi)t khuon kM M xemxet cac phuang tin thOng tin hi/?n co va Iga chqn phuang ti/?n phil hqp vm kMchhimg m\lc tieu cua doanh nghi/?p minh.1. BaoCac to bao bao g6m n h ~ t biio co lun luqng Ian hay cac to biio tuan, 000 djaphuang hOi!-c bao khu vgc va bat ky s6 di!-c bi/?t nao do mi)t to bao pMt hanh. Biing5 li/?t ke nhiing un va nhuqc diem cua biio khi duqc chqn lam phuang ti/?n quiingcao.

Quang cao fren ballUu d i ~ m Linh hO(lt Kip thOi Ph(lm vi bao trum thitNang vimg SI! chap t h u ~ n ri)ng rai KM nang tin c ~ y cao

Nhllqc diim Ngim h(ln Chfit luqng biin in th:fp

Bang 5: M ~ I s6 lIU va nllu"c diem cna baD khi duqc chQn lam phuong t i ~ n quimg c ~ o . M(\t lqi fch quan trqng cua vii?C sir d\lng biio ho\ic cac hlnh thuc an phfun quiingcao la thong d i ~ p quang cao duqc viet ra va do do thOng dip t6n t(li Iflu han so vmthong d i ~ p quiing cao tren truyl!n hlnh hOi!-c radio. NguOi dqc co t h ~ c ~ t tin quiingcao va giiI I(li tham khao ho1!.c lam v ~ t nMc nha. Doanh n g h i ~ p co tM sir d\lng

Khuech trUdng Sdn'ph6m va Quang coo 27


38/97

tin quang cao tren bao nhu m9t bQ ph:).n quang cao trung bay t ~ i d!a diilm kinhdoanh. DAy li\ m9t trong nhiing Iy do t ~ i sao nhiing nguOi ban Ie I ~ i Illy bao de lamm9t phuong tin quang cao hiu qua.

Bao co Hnh linh hOl;lt va pM bien ri)ng rai dong tbOithOng d i ~ quang cao co t h ~ dugc xem di xem Il;li nhieuIAn.

2. T ~ p chiCiic t ~ p chi thuemg den v6i m9t nh6m d9C gia d ~ c thtl quan tilm den cac san pharohoil-c d!ch vv cu the. Nhieu t ~ p chi dUQ'c lUll hanh r9ng rai, nhung cling co m9t s6t ~ p chi duqc lUll hanh v6i quy m6 hyp hon, chi phl!C VV m9t thi truemg dil-c tMhoil-c thi truemg khu Vi!'c. Ciic chi cling Iii CO h9i de quang cao co mau sfic, d ~ t hiu qua thu hUt khach hlmg nhung cling dOng nghla v6i chi phi cao hon.

28

Q m i n ~ call Il'cn hlp chil1u d i ~ m Tinh iva chQn cao ve vi trid!a Iy va d6i tuqng nguOidqc Tin c:).y va uy tin eMt hrqng ban in cao Vong dOi keo dai NguOi dqc quan tAm

N b u g c d i ~ m Thai gian tu khi quang caode'n khi mua hang keo dai M9t vai s6 chi co quang

cao co the b! bO qua KMng dam bao ve ch6quang cao trong t ~ p chi

Bimg 6: M ~ t s6 uu va nhuqc diem cola t ~ p chi khi duqc chgn lam phucmg t i ~ n quang cao.

Tl;lP chi den vOi cac nh6m kbacb bang d ~ c tbiI b:lng mimsic va thOng tin chi tiet.

Khuec-h truang San phdm va Quang cao


39/97

3. Thu gin trl!c tiepTIll! gUi tfllc tiep bao g6m thu, tai l i ~ u Quang cao/gi61 t h i ~ u , gilfy thOng bao hayMt ky v ~ t phllm Quang cao nao kMc c6 the dugc gUi t61 timg kMch hang. Phuangt i ~ n nay e6 t h ~ la nhfing ta buam khOng ton kern duge gm t61 tift ca cac gia dinhtrong vUng cho den nhfing la thu viet cho ca nMn duge gm t61 mQt s6 ngllOi h o ~ c mQt s6 doanh n g h i ~ p dugc Il!a ehQn.Nhieu doanh n g h i ~ p thiet I ~ p danh m ~ c dia chi thu dl!a tren cac ngu6n thong tincua ehinh h - cac kMch hang, nha cung clfp, nhfing nguOi se dien v a ~ eac phieudl! thi, cae danh thiep n h ~ dugc t ~ i cae cUQc trung bay thuang m ~ i h o ~ c eac sl!k i ~ n kMe, danh sach hQi vien, danh sach ci'r tri v,v .. Hau Mt cac chuang trlnh xir19 van bim tren may tfnh deu c6 the t ~ o I ~ p va e


40/97

Quang can tren truyen hlnhUu d i ~ r n Nhullc d i ~ r n Ket hgp hlnh anh, am thanh vaSI! ell dqng Chi phi cao

An tm;mg luat qua nhanh Thu hUt cae giac quan MITe eM ycao nnh ll!a chQn kMn giakhong cao

Bang 8: M\)t sO tr u va nhuge diem eua truyen hlnh khi dugc chc,m lam phuong t i ~ n quilng cao.

Truyen hlnh co tic d ~ n g Ian nMt va co t h ~ den vai ratnhieu nguOi, nhung phuffilg tin nay rat ton kern vathOi gian tir khi Quang cao den quyet dinh rnua hangdai.

5. RadioRadio dugc coi Ia mqt phU


41/97

Radio co tht! truyen tin Wi rat nhieu ngum va co tht!truyen tin tm bilt ky noi nao.

6. Quang cao ngoai trmOie bien h i ~ u d ~ t dung vi tri ti,li cac khu Vl!c trung giao thOng, co tilm nhin rorang co the dem li,li thong tin cho ral nhieu khach hang tiem nang. Quang caongoai trm bao g6m cac bien quiing cao, cac phuong t i ~ n v ~ n tai hanh khach (nhuxe buyt), be., xe va nha ga, diem trung chuyen khach, san bay va taxi.Chia khoa de: qulmg cao ngoai tem co h i ~ u qua Iii [;:to ra thong dip ngiin g9n. Nophiii thu hUt sl!' cM y cua nguai qua duang va gay an tuqng khi nhin thoang quamqt Ian.

Quang cao ngoai trOiUu dit!m NhullCdiem Linh hO


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BAI T THVC HANH 31. Xac dinh rn()t trong nhtlng san pMrn chinh rna doanh nghip b;p1 ban:

2. Mo ta thi trtrang rn\lc tieu chinh cho san phfun nay.

3. Trong s6 cac phuang tin truyen thong sau, doanh nghip b;p1 da sir d\lIlgphuang tin nao di quang cao san phfun d6? Hay xac dinh cac un diemchinh cho tUng Io\liphuang t i ~ n t r u y e n thong d6i vffi san phfun va cackMchhang rn\lc tiell . .

PhUong t i ~ n QUang clio

32

BaoT ~ p c h f Thu giri tn,Tc tipTruy6nhlnhRadioQuang cao ngohl trm

Cae ltU diem d6i vOl san phAm va th! truangmyc tieu

Khuech trUdng San phdm va Quang coo


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BAI TINH HU6NG 1C()NG TY I ) I ~ N TUHATV

Cbng ty d i ~ n tir HATV Ii i m ~ t trong 10 nha phan ph6i t


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Ong dii. d6 nhieu den cong ty d i ~ n tlr dang co chuong trinh khuech tnrong si'mphfun trong qui'mg cao cua minh, cling nhll de den vic t ~ g qua nhll ba IlJ, aosa mi, p'!!ch nuac va tUi the thao cho t1ft eli nhilng ngllm mua san pMm din tlr til:HATV. Ong di i n h ~ duQ'C cac 10iP qua t ~ n g nay til: cac nha slm xu1ft din tir trongcac chuong trinh khuch trllong si'm pham w c , va lJng van con gift mi}t so luqngIan qua ~ g . Ong ngh! dng nhilng mon qua nho nay co the lam khach hangIlJll chl}n si'm pMm til: HATV'hay vi cac si'm pham ban tiP b1ft ky ct'ra hang din ti'rnao khac apM Hal Bii Tnmg.Dng Quan cho dng vic khuyn khfch cac diP Iy va nhan vien ban hang cua mlnht h ~ chi con quan trl}ng hon v i ~ c day qui'mg cao va t ~ g qua cho khachhang. Neu cac nhanvien ban hang th1fy duqc sq cap thit ph3i d ~ t duqc m\lc tieudoanh so va hI} duQ'C n h ~ tien thuang danh cho st;! nO Iqc cua minh thi lJng chori\ng hI} co the de dang thqc hin m\lc tieu doanh thu cua lJng.Dng dii. xfty dlJUg m(lt h tMng tien hoa Mng cho cac dl)i Iy ban bulJn cua mInh,cho t1ft eli cac dl)i Iy d ~ t dUQ'C muc doanh so thoa t h u ~ trong thang duQ'C huang tyI hoa Mng Mng 0,5% doanh thu. Ong nghl dng ong cO the de dang chi 2,5 triudong tien hoa hOng til: so tien thuang 3,8% doanh thu rna ong se n h ~ duqc til: nhAsi'm xulft d a n ~ cochie'n dich khuch trllong si'm. pham nu nhu chien dich ban hangthanh clJng. Ong dii. dt;! tinh dUng ve kha nang cua cac diP ly va Mu ht cac diP 19dii. d ~ t w qt chi tieu doanh thu cua hI} va duqc hllang 0,5% tien hoa Mng .Ong dii. chl}n ngau nhien nhilng ngay gl}i la ngay "ban hang cao diem" va ll).p racae m\lc tieu doanh thu cho It;rc luqng ban Ie cua minh; nhilng nguOi hoan thanhnhilng m\lc tieu nay se n h ~ duqc 2 triu d6ng. Thinh thoi\ng, ong mm sir dl,lngchio!n luqc nay vi ong nghi ri\ng nhan vien ban hang cualJng co the chi trungvao vic doanh so d ~ c bit t;p m!?t so thm d i t ~ r n va ne'u ong sir d\lng thu t h u ~ t nayqua thuang xuyen hI} co the "boc chay" trll6'c khi tht;rc hin duQ'C m\lc tieu 25 tydOng vao cuoi thling ffi!?t. Tuy v ~ y , Ong thuang xuyen g ~ p go cac nhan vien banhang cua rnlnh de daub gia cac ffi\lC lieu cua hI} va xern xet vic thqc h i ~ cac ffi\lCtieu dO. .Chie'n luqc cua Ong di i thanh cOngo Dng dii. hoan thltnh Vllqt m\lc tieu doanh thucua doanh nghip d i ~ n tlr va duqc huang so tien thllang 3,8% doanh 80. Dng dingh


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PHAN TieH B ~ I T TINH HUONG 1Hay tni Uri cac cllu hOi sau dJ!a tren thong tin bai tinb hu6ng tru6c d6:1. Trong cac h o ~ t dng khuch truang sau, hay xac dinh nhihlg h o ~ t dngdUQC-slr d\lng trong khuch truang h6n hqp rna Ong Quan da xay diplg chodoanh nghi?p din tiI HATV.

Quangcaoo An pharo qwing cao va truyfn thanb0 Baobl0 Hinb iinh dQng0 Tai liu quang cao va gidi thi?u0 Ap phich va to rai0 Danb0 Tai ban tin quang cao0 Bi8n quang cao0 Bien hi?U tnmg bay0 Tnmg bay di8m ban hang0 Bi8u tUgIlg0 Bang videoXuc tin ban hango cae eu(le thi, tro ehoi va tro ehoi e6 thuangO Hang khuyn va qua tip1go Hang miluo Hi ehQ va tnmg bay thuang m ~ i o Tritnlamo Bieu dien thl!e hanho Phiu giiim gia

Khw!Ch trlfdng San pham va Quang cao 35


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o Tra l.,u m(}t pMn ti8n hango Tai trq liii suilt tMpo "Giai trf ./Quan cling chUng0 Dang tiii tren bao chi0 Bm phat biiu0 H()i thao0 Baocaonam0 Quyen gop tir t h i ~ n 0 Taitrq0 Olc lfnphllm0 Quan h c()ng d6ng0 V ~ d ( } n g 0 T ~ p chi doanh nghil?p0 Olc SI,I k i ~ n bit

Ban hang trl!C tiepo Giffi thiu thUOllg m ~ i o H()i nghj ban hilngo ChUOllg mnh khuyen khfcho HilngmAuo H()i chq va trU'ng bay thU'Ollg m ~ i 2. eng Quan sir d\mg nhilng phUOllg phap nao de daub gia h i ~ l l qua khuechtrU'Ollg san phllm va quang cao cua minh?

36 Khue'ch trU'Ong San pham va Quang cao


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3. NhEing chien lugc khuech truang san phllm va quang cao nao chUng to lah i ~ u qua nUt d6i vffi chien (ijch cua c{)ng ty d i ~ n tit HATV?

Khu6:h Iruang San phii'm va Quang coo 37


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Tang ket Cuon sachHiiy danh gia nhilng gl b!!n dii lam M giup hoiln thilnh cac ml!c tieu duO'c giOit h i ~ u tmng philn dau cuon sach nay.Luc nay b!!n co kha nang tot han de:L Xac dinh ro bOn ml!c tieu clla m(it ehien luqc khuech truang san phfun .2. Mb til bon cong Cl! khuech truang san phiim, tim ra it nMt ba vi dl! cho mbicOng Cl! va mo ta tam quan IT\lng luang doi ella chung d6i v&i hang tieu dungva d6i vOi cae san pham cong nghii)p.3. Xac djnh bon yeu t6 anh hmJng tm cac quyet dinh ella chien lugc khuechtfUang san phiim .4, Giai thich sl! khiie bii)t giUa chien IUQ'C day va chien luqc keo,5. Xac djnh cong Cl! khuech lfUang san pham t6t nhal cho tUng giai d o ~ n trongqua trinh mua hang clla khiich hang,6, Mo ta tUng thilnh to chlnh eila mi)t chuang trinh quang cao: di,lt ra cac ml!ctieu quang c a ~ , xay dl!IJg thOng d i ~ p h i ~ u qua va il!a ch\ln phuang t i ~ n truyenthong,Cuon sach nay tij,p trung [he hii)n anh huang clla ho!!t dng khuech IfUang sanphfun tm doanh Ihu clla doanh n g h i ~ p , No mo ta bon cong cl! khuech truang sanphfun - quang cao, ban hang trl!c tiep, xuc tien ban hang va quan cong chung -va xem Xel quang cao m()t cach chi liet han. Cuon sach neu ra cac ml!c lieu quangcao, thiet ke thong d i ~ p va giOi t h i ~ u sl! Il!a chqn phuang l i ~ n quang cao nhu la caethilnh to chfnh eila chuang trinh quang cao h i ~ u qua,Cuon sach nay trinh bay cach thUe de xily dl!IJg chien luqc khueeh trlTang sanpham, hlnh thanh khuech trtTang slm phiim hbn hQ'p va each xily dl!IJg chuangtdnh quang cao,

Khuech IrlffYllf{ San phdm va Quang coo 39


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Khuech trucmg san pham va quang cao thl!c h i ~ n cae n h i ~ m vu thiet yeu d6i vmh o ~ t d(\ng kinh doanh. Khuech truang san phim trao d6i thOng tin vm kMch hangml,lc tieu nMm lam cho hQ n h ~ biet san phlim, cung dip cho hI? thOng tin ve sanphlim, thuyet phl,lc hQ mua san phlim va nhik nho hQ tiep mua san phlim do.Kh6ng doanh n g h i ~ p nao cO the t6n t ~ i neu hI? kh6ng hoan tMnh cac n h i ~ m V1!truyen thOng nay m(\t cach thich dang.

40 Khu&'h lnfung &in pJuim va Quang coo


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Ke h o ~ c h U'ng dl;lng la gi?Ke ho,!-ch Thg dvng III m,!t cong cv giup b'!-il ap dvng nhling gi b,!n hQC duqc vaocong vi;;C cua mlnh. Dily III m,!t ban hUOng dful do b

cuaminh.

Lam the nao dl! hoan t h i ~ n mQtKe h o ~ c h U'ng dl;lngB,!n nen xem I,!i cac thong tin co ban, cac blli t ~ p IJ! kiem rra, blli tl!-p thvc hanh vablli tl!-p Hnh hu6ng mll b,!n dff holln thanh trong cu6n sich nay, vll dAy chinh IIInhfing co sa phvc vv cho v i ~ c xily dtplg ke ho,!ch 6ng dVng cua b'!-il.Hay thvc hit;\n tUng buOc eua ban k ho,!-ch 6ng dvng. Hay suy ngh! vll chuiin bieau tra 1m eho m6i bU


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Lam gi vdi Ke h o ~ e h (rng d\lng?K hO\lch Uflg d ~ n g la di'lnh cho b\ln. K hO\lch d6 khong dl1qc danh gia cha:mdiem va khOng ai phai xem l\li tri:r khi yeu cau m(ll ngl1ai nao do xem xel Il).i.NhI1 da neu Iren, k ling d ~ n g la m(ll cOng va mt)1 ban hmmg diln dltnh chob ~ . Sau m(lt thai gian, b\ln nen xem xel ll).i ke' hO\lch ling d ~ n g cua mlnh mOt eachdjnh kyo Hay sua d6i ke' hO\lch khi can thit. Hay xem l ~ : Nhiing gi dang phat huy tic d ~ n g ? Nhiing gi c6 the phai cai tie'n? Lam the' nao de co the thl,!c hi?n cac d.i tin 7Hay thl,!C hin Mt cII thay d6i can thiet nao cho ban ke hOl).ch ling d ~ n g cua b ~ . Hay c ~ p n h ~ t ban ke hO\lch ling d ~ n g thl1ang xuyen, vi nhl1 ba thang mt)t Illn.DUng quen thira n h ~ n 51,! tin b(I cua va hay an mUng nhUng thanh cong euaminh. Neu b\ln pMt h i ~ n ra nhUng khia c\lnh mm rna b,:,n quan tAm, hay b6 sungchUng vao k hO\lch ling d ~ n g .

Slide tiep theoBay gia 111 hic b\ln bAt dAu h01tn thanh K hO\lch Uflg d ~ n g a rang sau.

42 Khue"ch tnldng San ph(im va Quang cao


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11\BlfOC 1:

.KE H O ~ C H UNG DlJNGxAc DINH HOAT D{)NG KHUECH TRlfONGSAN PRAM HIiN Ti I

Trong cac h ~ t d()ng khuech tnrang sau dAy, hay xac dinh nhUng h ~ t d()ng duqc sir dl,mg trong khuch twang san phAm Mn hQ'p cUa doanhnghip b


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44

o HI'>i chq va tnmg bay thuang m ~ i o Trien lamo Bieu dien thl!c hanho Phieu giiun giao Thl trq liii suat thlfpo Giiii triQuan hi) cong chung0 Biii viet tren bao chi0 Biii phat bieu0 Hi th{lO0 Bao caonam0 Quyen g6p ttl thin0 Taitrq0 Oiclfnphfun0 Quan h cl'>ng d6ng0 V ~ d Q n g 0 T ~ p chi doanh nghip0 Cae sl! kin bitBan hang trl!c tiepooooo

Gim thiu thuang m:).iHI'>i nghi thuang m ~ i Chuang mnh khuyen khfchHang mauHI'>i chq va tnmg bay thuang m:).i

Khwfch IrffClng San phdm va Quang CaD


54/97

BUOC 2: MO TA HOAT DONG KHUECH TRUONG sANPHAM HIENTAI CHO TUNG T H ~ TRUONG Ml}CTIEU

,/

Trong bang sau, hay mO tft nhiing chien IUQC khuch truClllg san phl'im va quangcao hien t a i b ~ dang si'r d ~ n g cho ti:rng thj trubng m ~ c tieu ciia minh.Th, lnri'mg ml,lc tieu Chien hrqc khuech truang Chien luqc quang ciio, sanphllm1.

2.

3.

4.

Khue'h tn


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BlfOC 3: MO TA HOAT DONG KHUECH TRlfONG sANJI ...PHAM TRONG TlfONG LAI CHO TUNG TIQ.TRlfONG M1)C TItu

/Hay mo tit trong bang sau nhil'ng c h i ~ n luge khue'ch truong san phllm va Quang caoban du dinh sir dung trong wong 1ai cho ttrng thi tfUang thi truang m\lc tieu cuaminh.Tbj tnrong IDI,lC tieu Chien luqc khuech truang Chien luqc Quang cao

sanphiim1.

.2.

3.

4.

46 Khu{tch lruong San phdm va Quang cao


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Buoe 4: B ~ N I)ANH GIA HIJ!:,U QuA eAe H O ~ T I)()NGBANG eAeH NAo?

Doanh n g h i ~ p b


57/97

Phl:l Il:Ic A - )ap an

.... A xBAI T TV KIEM TRA 1Trong cae m ~ e t i ~ u sau, m ~ e t i ~ u nao co t h ~ la mlfe tieu khueeh tnrang san phAm?o KhbO fa .

Tat ca cae r n ~ c tieu tren deu co t h ~ Iii cae r n ~ c tieu khuech tnrang sanphl1rn.

Khuec:h truung san phdm va Quang CaD 49


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BAI T!P TlJKlEM TRA 2Bang sau day cho thay cac h o ~ t d(mg khuch trucmg san phiim khac nhau. Hay xacdinh m6i h o ~ t dqng phU hqp v6i c6ng c\l khue'ch truang san phfun h6n hqp nao.

H o ~ t d Q n g Quang X6c tien Quan Ban himgkhuech truong san philm cao ban hang congch6ng trl!c tiepAn phl1m quang cao . /Tai t r ~ . /Bii!n quang cao . /Hang milu . / . /CUQc thi va tro choi . /Bii!u dien thl!c hanh . /BIli phat bii!u . /GiOi t h i ~ u thuong . /A.p phich va ta roi . /HQi chqvatrung bay thuong m ~ i . / . /Quan cQng dong . /Tai l i ~ u quang cao va . /giOi t h i ~ u -

50 Khuich trlbmg Sdn pM.;" va Quang cau


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'..... ,lBAI T TV KIEM TRA 3Hay cho hiet, tUng cAu dum day dung hay sai.1. Tren th! twang hang tieu dung, quang cao iii cong khuech tru


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'" '" . ",?BAI T TVKIEM TRA 4Hay cho biet d,c cAu sau dung hay saL1. Quang cao va ban hang trl!c tiep la nhltng hO\lt dqng khuech trucmg sanph:!m nen sir d\lng doi v6i. kMch himg trong giai dO\ln tim kiem thong tincho quyt dinh mua cua ho.

Dung2. OJien lugc dAy la chin lugc trong do nha san xuilt giam gia m\lnh nhiimdily hang tOn kho 16i thai ra khoi kho hang.

Sai3. M ~ t trong cac dieu k i ~ n t h u ~ n I eho chien luge day la khaeh hang ra'ttrung thilnh v6i. nhlin h i ~ u .

Sai4. M ~ t trong nhfing dieu k i ~ n t h u ~ n l eho chien luge keo HI khaeh hang rattrung thanh v6i. nhan h i ~ u .

Dung5. Quang cao va quan M eong chUng dugc sir dl,mg de l\lo ra Sl! n h ~ n thuc caocho giai dO\ln gi6i. t h i ~ u san ph:!m \rong chu ky song eua mQt san pMm.

Dung

52 Khuech tnfC111g San plui'm va Quang cuo


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'"".. ,lBAI T TVKIEM TRA 5Dien them nhiing tit bi thiu.I. Quang cao thong 000 dugc sir d ~ n g eM yu khi giOi t h i ~ u mt)t san phftm

mOl.2. Quang cao thuyt p h ~ c dugc sir d ~ n g de thuyt p h ~ c mQi ngum mua san

p h ~ m cua doanh n g h i ~ p thay VI mua san phim ~ n h tranh kh3c.3. Quang cao so sanh Iii khi m!>t doanh n g h i ~ p tn!C tip so sanh nhlin h i ~ u cua hQ vOi m!>t h o ~ c nhieu nhlin h i ~ u kMc.4. Quang cao nMc nho dugc sir d ~ n g de lam cho ngum tieu dung thuoogxuyen ngbi Uri. san ph&m.

K h u e ~ h trucmg San phdm va Quang cao


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BAI T THVC HANH 1MI1C dkh ciia bai ti;p tht!C Mnh nay la sir dl1ng bOn cong CI1 khuech truongSIlO phAm va ml)t danh sach cac hOll-t d(lng khuech truong san phAm lamkhuon kho tu duy ve khuech truong san phalm Mn ht:IP clla bll-n.Hay neu ten mQt tmng nhiffig san pham rna doanh n g h i ~ p b\ln ban:

L Tmng cac hO\lt dQng khuech wang san pham sau day. hay xac dinh caeh o ~ t dQng dllqc str d\lng !mng khuech wang san phlim Mn hQP cho sanphlim nay.CAu tni 1M fJ dAy se khilc nhau doi vOi moi san phAm.

2. Hay xern xet ho:).t dQng khuech wang san phlim niw b:).fl nen dlla vaokhuech wang san phlim Mn hQP cho san phlim nay. Hay danh gia l:),ichuang trinh khuech trllang san pham cua b:),n d!pl Iren nhiffig quan salnay.CAu tra 1M i1 dAy se khilc nhau d6i vOi moi SaD pham.

54 Khuech trl.W11g San ph(im va Quang coo


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. / . . . . A ..

BAI T ~ P THVC HANH 2l . Neu rnt vi dl,l ve rnt thong d i ~ p quang cao h i ~ u qua rna biet.2. Hay giai thleh sao thong d i ~ p nay co h i ~ u qwL

Cac thOng dip hiu qua phai giau ynghia, dang tin c ~ y va dqc dao3. Neu rnt vi dl,l ve rnt thong d i ~ p quang cao khong hiu qua rna bieL4. Hay giai thieh t ~ i sao thOng d i ~ p nay khong co h i ~ u qua.

Cac thOng dip kh6ng co hiu qua khOng giilU ynghia, k h O ~ g dang tinc ~ y va kh6ng dQc dao.

BAI T THVC HANH 31. Xae dinh mt trong nhiing san pham ehfnh rna doanh n g h i ~ p ban.2. Mo til thi trucrng ml,le tieu chinh eho san phfun nay.3. Trang s6 cac phuC1I1g t i ~ n truyen thong sau, doanh n g h i ~ p da sir dl,lflgphuC1I1g tin nao di'-quang cao san pharn? Hay xae dinh cac l1U diem ehinheho timg l o ~ phl1C1l1g tin d6i vCii san phiirn va cae khaeh bang rnl,le lieudo.

Tra Uri: Cac ml,lc neu ra (bao, chi, thlJ gm trl,fc tiep, truyi!n hlnh,radio, Quang cao ngoai lri'ri) nen neu ra nhilng IJU d i ~ m clla moiphuoog lin doi vai cac san phAmikh3ch hang cl! lh i

Khue'ch lrllang San pham WI Quang cao 55


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PHAN TicH BAI T TINH HU6NG 1Hay Ira lUi cae eau hoi sau dVa Iren thOng tin hai tlnh hu6ng lnt6c do:1. Trong cae hO(lt dl)ng khueeh lntoog san phfun sau, hay xae djnh nhooghO(lt dl)ng duqe sir dl,mg trong khu&h tnt


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0 Tril 19i m9t phlin t i ~ n hang0 H i trq liii suift tMp0 Giiii trfQuan cong chUng / '0 Bill viet tTen bao chi0 Hili pMt bieuo H9i thlto0 Bao cao nllrn0 Quyen gop tit t h i ~ n 0 Till tTq0 cae ifn phfun0 QuanM c9ng dOng0 V ~ d Q n g 0 T:w chi doanh n g h i ~ p 0 Cac sl! k i ~ n d ~ c b i ~ t Bim hlmg trJ,l'c tiepo Trinh bay blin hangIi'1 Hl)i n g h ~ ban hangIi'1 Chuang trinh khuyen khicho Hangmauo H9i chq va tnmg bay thuang m ~ i

2. bng Quan sir d\mg phuang phap nao de danh gia h i ~ u qua khuech truangslin phfun va quang cao cua mlnh ? .Khach hang de Cl)p tm v i ~ quang cio tren truyen hinh.Doanh thu thJ,l'c te la ket qua cua v i ~ c quang cao iren iruyen hinh vmcuoog de) cao.Thimh c6ng trong "nhiing ngay ban hillig cao dii!m" cua cac I; .

Khue(;h truong Sdn phdm va Quang cao 57


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3. Nhfrng chie'n luge khue'ch truang san pharo va quang cao nao chUng to lah i ~ u qua nha:t d6i vai chi6n dich nay eua c6ng ty d i ~ n ti'r HATV?

58

Quang eao euang d(l eao}ren truyiln hinh trong m(lt thai gian trQngdit!m, iJ dfiy la tru6'e Tet, dt! thu hut cae khileh bang t i ~ m nang muahang.Trao qua tl)ng va Wln thuiJng eho khileh hang, nguai ban buon vanhfin vien han bang.Cae b i ~ n philp khuyen khieh nhfin vien Mn hang va ngUai Mn buon.

Khut'chJrwrng SOn phdm va Qudnf: cao


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PhI.} Il.}c B - Chu giai T h u ~ t ngitBBan buon (Wholesaling) HOl:lt d(>ng Mn hang cho ngum ban Ie, ngum Mn buon,cae doanh n g h i ~ p slm xuat - nhfrng nguCti khong ban hang t6i ngum tieu dung cu6icung.Ban buon khOng tra c h ~ m va khOng v ~ n chuyt!n hang (Cash-and-carrywholesaler) Ngum Mn buon khOng chap nMn v i ~ c tni tifn sau va khong cung ifogdich Vl,I v ~ n chuyen hang hoa.Ban buon trung gian (Wholesaling middleman) T h u ~ t ngft co nghia r(>ng, baog6m: ngum ban buon (ngum co tOlm quyfn quyet dinh vm slm philm c6 trong tay),dl:Ii Iy va ngum moi gim - nhfrng ngum hOl:lt d(>ng ban buon, song kMng c6 q u y ~ n d6i v6i hang hoa.Ban hang co rang bui)c (Tied selling) Mqt thoa t h u ~ n trong d6 neu ro mQt nhaban buon trung gian chi co thl! tn1 thanh dl:li Iy dQc q u y ~ n pMn ph6i eho -si'm phfunella mQt hang khi d6ng thm cling ban cae san pbAm khac ella cung hang nay.Ban hang gQi y thuyet phl,lc (Suggestion selling) Khach hang mua nhiESu hannhC! ngum ban hang dii gim t h i ~ u cho hQ nhfrng slm phlim ph\! trq, cac chuangtdnh khuyen m ~ i di!c b i ~ t , cac dqt ban hang co tfnh thm Vl,I.Ban hang sang t ~ o (Creative selling) V i ~ Mn hang tren co sa da pharr tfeh kyluang nhfrng di!C dil!m cua qua trlnh ra quyet dinh mua hang cua khach hang.Ban hang qua catalogue (Catalog retailer) Ngum Mn hang c6 phong trung bay81m philm mau. Khach se di!t hang qua cac catalog cua hang. Sau d6 dan hangse duqc th1!c h i ~ n t


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Bao hi'mh (Warranty) Cam ke't cua nguOi ban d6i vai ngmJi mua ve v i ~ c h9 sec h ~ u trach n h i ~ m thay the nhi'ing san philm hong hoii-e hoim tra tien trong mtkhoang thOi gian nhilt djnh.Bo thilu (Bid) Trong thi trUemg cac t6 chuc, khi mQt nba cung tffig viet thu chaohang eho c6ng ty co nhu diu mua mQt l o ~ i hang hoa hoii-c djch VlJ.Bien d(lng ella eau (Demand variability) Trong thj trtremg cac t6 cMc, la i\nhhU


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Cam v ~ n (Embargo) L ~ n h cAm hoan toan v v i ~ mua ban illQI l o ~ i hang hoa naodo hoi,ic quanM buon ban vm mQt qu6c gia,Chao hang dun Ie (IndiPidual offerings) MQt trong nhltng thanh ph!ln ccr bi'tn cuachin luqc san phAro. h6n hgp, chi chao hang mQI san phAro. rna thOi.Chao hang ngau nhien (Cold canvassing) GQi d i ~ n chao hang qua d i ~ n IhOl.li 1mmQt nhom khach hang ngAu nhien; it mang ll.li h i ~ u qua va trien vQng.Chi nhanh ban hang (Sales branch) Chi nhanh cua mQI doanh n g h i ~ p san xuiltlam chuc nang kho lrung chuyen diu hang cho tUng khu Vl!c thi truOng, chllcnang cong v i ~ tlIung It! vai tro cua mQI nha ban buon dQc I ~ p . Chi phi ban hang tren m(Jt dun vi san phftm (Selling expense ratio) M6i quangiiJa chi phi ban hang va t6ng san phAro. tht!c ban.Chi phi co djnh (Fixed costs) Chi phi khong phl:l IhuQc vao khoi luqng san phAro.san xuilt, vi dl:l nhu chi phi kMu hao nha xUOng, chi phi bi'to hiem.Chi phi co djnh trung binh (Average fued cost) BAng t6ng chi phi co djnh chiacho soluqng san phfun san xuat.Chi phi kba bien (Variable costs) Chi phi co 1M thay d6i khi san luqng thay d6i,vi dl:l nhu chi phi ngu yen v ~ t l i ~ u , tra luung cho nguOi san xuat tIVc tiep.Chi phi kba bien trung blnh (A verage variable cost) Bling t6ng chi phi khii binchia cho s61uqng san phfun san xuilt.Chi phi toi un (Cost trade-offs) Phuung phap " h ~ thong t6ng the" ap dl:lng choMth6ng phan phoi. Chi phi Il.li mQt so bQ p h ~ n chuc nang trong cong ty se tang lentrong khi cr mQt s6 bQ p h ~ kh,ic se giam xuong, song loan bQ chi phi cho h? thongphan phoi se dl.lt muc toi uu.Chi phi trung binh (Average cost) BAng t6ng chi phi chia cho s6 luqng sanphfun.Chien luge dliy (Pushing strategy) cae hOl.lt dQng khueh truung san ph:lm taedQng tIVe tip tm cae kenh phan phoi, vi dl,l nhu h6 trq quang cao, ehit khilu,giiim gia, ban hang Irl!e tiep va cae hOl.lt dQng trq giup ban hang khae eho cae d ~ i IYChien luge gia (Pricing strategy) MQt nhan to trong cac quyt dinh marketing, nolien quan Ifl!C tip tm v i ~ c lam sao djnh ra duqc mQt gia ban phiii chang rna vanmang ll.li lqi nhut).n cho doanh nghi?p.Chien luge keo (Pulling strategy) Thong qua cae hOl.lt dQng khueeh lrUung sanphfun de thu hUt them kMch hang, lam tang eiiu. Chin luge nay thuOng giiy sucep cho ml.lng IUm phan ph6i. Khi nht).n tMy ciiu tang len eac thanh vien eua ml.lllgIUm pMn phOi se hOl.lt d ~ m g tich ct!e hun M dap lIng luqng du mm tang nay.

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Chien lul,Jc khuech truang san phiim (Promotional strategy) M ~ t phan trongchien h.r1,JC marketing, lien quan den h o ~ t d(,mg ban hang tI1!c tie'p, quang cao vacac cong khuye'n m ~ . Chien lu\,JC marketing khOng philn b i ~ t (Undifferentiated marketing) Doanhnghifip chi san xuat m9t l o ~ i san ph:im va chi ap d ~ n g m ~ t Mn h


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Chinh sach gia (Pricing policy) Chinh sach chung xfty dlJl1g tren co sa cae muetieu gia da de ra. C'hfnh sach nay dugc sir d ~ n g dl! dua ra nhfrng quyet djnh thl!gia.Chfnh sach gia hOt yang sua (Skimming price) Chfnh saeh diU gia cao eho sanpham mai ngay tit khi tham nh!).p thi tNang.Chinh sach gia linh h o ~ t (Flexible priping) Chfnh sach duy trl gia cua mt?t sanpharn luon co kha nang dao dt?ng.Chinh sam gia tham nh*p (Penetration pricing) La ehfnh saeh gia ap d ~ n g chosan pham rnOi. Muc gia d{it ra !tic dilu thap han so v6i rnuc gia hO\lch dinh ve laudai cho san pharn. Sir d ~ n g chfnh s,kh nay dil san pham de duqc thi tNang chapnhan va c hiern finh dugc thi ph:m.Chinh sach gia theo vung (Zone pricing) Mbi vimg se sir d ~ n g mt?t chfnh sachgia th6ng nMt rieng cho vimg do.Chinh sach san xuat hang mau hong (Planned obsolescence) Chfnh sach sanxu!lt nhilng san pham tu6i thQ n g ~ n . Nha san xu!lt sir dl,mg nguyen liu dilu vao resong hQ van khOng giarn gia ban ho{ic tang cuang tfnh nang cila san phiirn.Chinh sach tiii chinh (Fiscal policy) Sir dl,mg cae cong thue khoa va chi tieuclla chfnh phU de kiern soat nen kinh teoChinh sach til';n (Monetary policy) Nhilng ky thu!!-t chuyen mon khac nhau rnaNgan hang dung dil quan ly luqng tien va lai suat de tic dt?ng vao nen kinh te noichung.Co gian ve gia clla cau (Price elasticity of demand) Thu6c do philn tIng cllangum tieu dung vOi mlii 51! thay d6i gia. Duqc Hnh blmg ti s6 giUa pMn tramthay d6i luqng cau ve m ~ t san phiim hay dich v6i phtln tram thay d6i ve gia.Co gian ve gia clla cung (Price elasticity of supply) Thu6c do phan tIng cuanguai san XU:lt vOi mbi su thay d6i ve gia. Duqe tfnh blmg ti s6 giua ph:m tramthay d6i luqng cung ella mt?t san phiim hay djeh v6i pMn tram thay d6i ve gia.Cira hang chuyen doanh (Specialty store) Clra hang Ie chi ban m ~ t IO\li sanphiim. vi nhu ci'ra hang ban thit, ei'ra hang ban gitly nam, elra hang ban do ph1,lnu.Cira hang thu*n t i ~ n (Convenience retailer) Ci'ra hang ban nhilng 10f!i hang hoadanh eho ngum tieu dung eu6i cung, ehu yeu duqc d ~ t anhilng nm trung tam, giarna ei'ra dai, thu we thanh toan nhanh, nm db xe thu!).n t i ~ n .

Khue'L'h Iruong san phtim va Quang cao 63


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DDn I i ~ u til ben ngoai (External data) Trong nghien cUn marketing, day Ill. di! l i ~ u thu dp, Jay tu cat ngu6n th6ng tin ben ngoai doanh n g h i ~ p . Doanh n g h i ~ p huUilg ve ban hang (Selling-oriented businesses) Doanh n g h i ~ p chu tr


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D(mg C(J tieu dung (Motive) T r ~ g thai tfun Iy khin ngum ta di tOi quy( dinhphai tbOa man nhu cilu rna hQ cam n h ~ n . DuOng cau (Demand curve) DO th! phan anh m6i quan giiia luqng cau t'l-i mOimuc gia. Day chfnh la duang doanh thu trung blnh.DuOng cung (Supply curve) DO (hj phlm anh m6i quan giua s61uqng m!)t sanpham co ban t'l-i mOi muc gia. No Ja duang chi phi c ~ n bien, dO'l-n n ~ m tren giaodil!m vOi duang chi phi kM bie'n (rung blnh.DuOng kinh n g h i ~ r n (Experience curve) The h i ~ n khi doanh nghip co thi philn160 se giam duqc chi phi VI doanh n g h i ~ p da co lqi the' ve hQc hoi, co Hnh chuyenmon cao, dau tu nhieu hem, co lqi tM kinh te'do quy mo.Dau thilu c ~ n h tranh (Competitive bidding) Ngum mua yeu cAu cae nM cungthJg tiem nang bao gia hang ban h o ~ c gia trl thl!c hin toan hi) hqp dOng.D i ~ m chien luqc (Strategic window) M!)t khoang thm gian nhat djnh khi nang Il!cCl.l tM cua cong ty dap thJg t6i IIU nhiing yeu cau can him cua thi truOng.Dinh gia theo dan vi do IUOng (Unit pricing) Gia san phiim duge quy tren tirngdem vi do luang nhu kilogam, 1ft, h o ~ c nhiing dem vi quy chuan khac.Dinh gia theo chi phi (Cost-plus pricing) M!)t phuemg phap djnh gia lay chi phililm CC1 so va c!)ng tMm m!)t ty I lqi n h u ~ n nMt djnh. Co hai hlnh thuc djnh giatheo chi phi: djnh gia tren chi phi tcing tM (sir dl,mg tat ca cac chi phi kM bien colien quan de djnh gia ban m!)t san phftm) va djnh gia theo chi phi tfl!c tiep lienquan (chi Hnh den nhiing chi phi g.in tI1!c tiep vao san xuat m!)t san phiim nao do).Dinh gia theo chi phf trl!c tiep lien quan (Incremental-cost pricing) Chinh sachdjnh gia chi tinh chi phi tI1!c tiep san xuat ra m!)t san luqng Cl.l (hI!.Dinh gia tren chi phi t6ng t h ~ (Full-cost pricing) Djnh gia tren ccJ so toan hi) chiphi de dam biio cong ty btl d:lp duqc tat cit cac chi phi va thu duge lqi n h u ~ n . Dinh mllc ban hang (Sales quota) La tieu chi doanh s6, su dl.lng trong phAn (fchban hang. La doanh doanh n g h i ~ p dl! dinh d'l-t duge, doanh s6 thl!c d'l-t se duqcso sanh v&i con s6 nay.Dinh vi san phiim (Positioning) Chie'n luge marketing tl.\p trung VaG nhiing pha.ndO'l-n Cl) the cM khOng phili la toan h!) thj truang. Chie'n luge nay nh


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FF.O.B t ~ i nba may (F.O.B. plant) Gia hang khOng bao g6m bilt ky phf v ~ n chuytSn nao. Tu vit tlit Ia chu Giao m:;m tau. Ngum mua pHi chiu toan be? phiv ~ n chuyen, con duqc g9i Ia F.O.B. g6c.F.O.B t ~ i nba may co tinh phi v:)n c b u y ~ n (F.O.B. plant with freight allowed)Gia giao tl).i ml).n tim co tfnh tMm phf v ~ n chuyen.

GGiaJgia ca (Price) Gia trl trao d6i clla mQt hang hoa h o ~ c dich V\I.Gia cao (Price premium) Nu ngum tieu dung n h ~ n thUc rling mQt san phAm naodo co gia tri Wn hon so v6i cae san phAm tuong tV' tren thi truOng thl h se tra giacao hon cho san phllm do. cac san philm hang h i ~ u thuOng duqc tra gia cao hon sov6i cac san philm dl).i trakMc.Gia c h u y ~ n nhuqng (Transfer pricing) Gia san phftm khi no duqc h ~ c h toanchuyen nhuqng tir mQt trung HIm lqi n h u ~ n sang mQt trung trun lqi n h u ~ n khactrong nQi bQ doanh n g h i ~ p . .Gia khuech truang (Promotional price) Muc gia nlim trong chin hrqc ban hangchung ella doanh n g h i ~ p . Gia lam thiJ (Price lining) ThV'c hanh marketing v6i mQt s6 muc gia nM! dinh.Gia tien (Customary pricing) Gia do t ~ p quan h o ~ c truyen thong dii Co tu truactren thi truOng.Gia tr! gia tAng trong qua trlnh san xuat (Value added by manufacturing) SI!cMnh I ~ c h giua gia san phlim khi xuilt xm'mg va gia mua nguyen v ~ t I i ~ u va cacchi phf d ~ u vao khac.Gia v ~ n c h u y ~ n un dai (Commodity rate) Doi khi duqc gi HI gia d ~ c b i ~ t VI doIa gia tru diii rna Iy v ~ n chuyen danh cho ehU hang khi h sir dl!ng thUOngxuyen dieh V\I eua rnlnh h o ~ e khi v ~ n ehuyen nhil'ng 10 hang Ian.Gia thuyet (Hypothesis) Giai thich mang tfnh phong doan ve mQt sl! v i ~ c el! tM.La tuyen b6 ve m6i lien giua eae yeu to thay d6i va de xuilt v i ~ kiem ehUngnhil'ng m6i lien h nay.Giam gia tien m ~ t (Cash discount) Gillm gia neu thanh tmin ngay bl'tng tien m ~ t . GiOi h:,tn ve gia (Price limits) DUng tren quan diem ella ngum tieu dung la sanphllm luon eo giai h ~ n gia, trong do n h ~ n thue ve cha:t Iuqng di lien v6i rn6i mue

, Khulch truong San philm va Quang cao 67


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gia. Neu gia hang thap han muc gia gi6i h ~ n dum, h se cho la san phfun nay "quare" va neu cao han muc gia gim lren t h l l ~ i bi xem la "qua dftt".

HHet bimg (Stock out) M(lt mi).t hang khong con ban.Blob anh ci'ra bang ban Ie (Retail image) Quan n i ~ m cua ngum lieu dung vi; m(ltcira hang va kinh n g h i ~ m rnua hang b cira hang do.Hang d6i hang (Bartering) SI! trao d6i hlmg hfy hang, khOng co vai tro ti6n l ~ . Hang boa cao cap (Specialty goods) San philm co nhUng di).c tinh d(lc dao rnakhOng ph3i khach hang nao ciing co l h ~ mua duqc VI gia dftt, no duqc coi nhuhang dIS h i ~ u . Hang boa biip dan (Impulse goods) San phfun rna khach hang thuang & bi"quyen ril" mua rna khOng kip din nhftc kyo Thuang nguoi ta hay bay nhUng hanghoa nay gan quay thu ti6n t i ~ n hap dan ngum tieu dung.Hang boa t i ~ n d\mg (Convenience goods) NhUng hang hoa ngum tieu dungmuon mua thuang xuyen, dang, nhanh chong nhu siia, banh my, xang dllu.Hang hoa nay thuang la lo;p co nhan h i ~ u va gia thap.Hang kbuyen m;,ti (Premium) san phfun mien phi, thuang kern khi mua m(lt sanpham naodo.Hang mau phlit khOng (Sampling) PMt khong san phfun cho ngum tieu dungh dung thir, chap n h ~ n va sau do se mua.Hang tieu dung (Consumer goods) Nguoi mua se la ngum tieu dung, si'r d\lIlghang hoa do. Hang hoo tieu dung khOng phai la san phlim trung gian de ph\lC V1,lcho v i ~ c san xual m(ll hang hoa khac.Hanb vi ngu(ri tieu dung (Consumer behavior) Phan ling va nhUng quyel dinhcua ngum tieu dung v6 v i ~ mua va si'r d\lng hang hoa, dich V1,l.H;,tn muc (Quota) M\lc tieu doanh so ban hang h o ~ con so lqi n h u ~ n c\l the: rnam(lt nhan vien ban hang dl,l' dinh se phai d ~ t duqc.H;,tn ng;,tch n h ~ p khilu (Import quota) H ~ n eM vi; soluqng rn(ll chUng lo;p hanghoa C\l tho! nao do co t h ~ n h ~ p v6.Hli tr" khuech truang ban hang (Promotional allowance) V i ~ c nha san xuat taitrq h O ~ 1 d(lng quang cao va khuech trlIang ban hang cho cae thanh vien trong kenhphan phoi nhfun phoi hqp h i ~ u qua chien luqc khuech trlIang san philm trong loanb(l kenh ban bang.

68 Khue('h tn ldng San pham va Quang coo


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Hlm hqp sao phllm (Product mix) San philm hoilic mt r:"om san phfun duqc nhamarketing dua ra thj wOngH(ii ehg thuong m ~ i (Trade fair/trade exhibition) Nhiing dqt hi chg dugc t6ehue djnh ky, nm cae e6ng ty thu


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KKenh phan ph6i (Distribution channel) Cac dan vi marketing chiu trach n h i ~ m dieu chuyen quyen sa hihI cua hang hml/dich V\I tiI nguai san xullt dlfu nguoi tieudung ho\ic ngum mua trung gian.Ket qua h o ~ t d(mg (Bottom line) M


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K i ~ m dlnh ket qua ban trt!c tiep (Direct-sale results test) Mqt c6ng e\l do luangh i ~ u qua eua cae chi tieu khu6ch truang san pMm, biing each kiem djnh mucdoanh thu gia tang tren mqt dan vi chi tieu.Ky t h u ~ t ban hang gia cao (Selling up) Ky thu*t thuyt phuc khach hang muamQt m ~ t hang gia cao han so Va, mijt hang ban dau dinh mua.

LLuang (Salary) Khoan tien thanh toon c6 dinh dinh ky eho can be? c6ng nMn vien

cii nhiln vien ban hang.Llilm phat (Inflation) S,!, tang mucgia chung dan den giam suc mua ella nguKhui!i'h tnlCfng Sdn phii'm va Quang cao 7l


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Mau ngau nhien thong (Systematic sample) Mau xac suat lay tat ca cac v ~ t co so thu tl! N trong mQt danh sachMau philn t6 (Stratified sample) Mau xac suat dugc ch


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Ngum ph" trach san phAm (Product manager) Nguai dUng ra quan Iy m.,t h o ~ c m.,t nhom san pham. Ngua do hoan toi'm chtu trach n h i ~ m ve v i ~ c xac djnh ml).ctieu va I ~ p chien luqc marketing.Ngum tieu dung tien phong (Consumer innovator) Nguai tieu dung dau tien cuam.,! san phJm h o ~ c dtch Vl). maLNghien coo mang Hnh khai pha (Exploratory research) Cac nghien cUu nhllmgiup ngum ta hieu ky, sau han nua cac va'n de xay ra, tim hieu nguyen nhan vanhfrng anh hui'mg.Nghien coo vi! kh:l nang cung eftp (Supply study) Phong va'n ngum tieu dung Mco duqc nhfrng thong tin ve tMi d\>, n h ~ n xet, d.,ng CO mua hang cua hq. Thuangduqc thl!c h i ~ n dum ba hlnh thuc: phong viln qua d i ~ n tho,:!i, qua thu va phong va'ntfl!c tiep.Nguyen v ~ t I i ~ u tho (Raw materials) V ~ t l i ~ u dau vao nhu san phAm nong n g h i ~ p (Ilia, Mng, sua) h o ~ c san pham tl! nhien (d6ng, q u ~ n g kim lo':li, than) de san xua'tra san phAm cuoi cung. Khi phan pharn ca'p nguyen v ~ t l i ~ u , nguai mua se duqcdam bao ding san phAm quy chuan va co dmg m ~ t biing chilt luqng.Nguyen v ~ t I i ~ u trung gian (Component parts and materials) Trong thj tmangd.c t6 chuc, nhfrng san phAm cong n g h i ~ p dli hoan t h i ~ n tra thanh chi tiet cua sanpham cuoi cung.Nhan khAu hQc (Demographics) Nghien cUu cac d ~ c diem cua ngum mua tiemnang, nhu : tu6i, gim dnh, muc thu n h ~ p . Nhil san xuat (Producers) Nguai mua san pharo h o ~ c dtch V1). ve de tiep wc sanxuat ra slm pharo h o ~ c djch V1). khac.Nhan h i ~ u (Brand) Ten gqi, ky hiu, bieu tuqng, thiet M, h o ~ c ket hqp cua cacyeu to tren, dung de phiin bit san pham cua doanh n g h i ~ p vm san phAm cua cacdoanh nghip c,:!nh tranh.Nhan h i ~ u duqc ua chuQng han (Brand preference) La giai do,:!n thu hai trongqua trlnh chifp n h ~ n nhlin h i ~ u clla m.,t san phAm. Khach hang sau thm gian dungthi'r tra nen thich dung san pharo do han san pham cua hling kMc co ban tren thttmang.Nhan h i ~ u ca b i ~ t (Individual brand) Chien hrqc danh nhlin h i ~ u rieng cho tirngsan pharn trong nh6m cung lo':li chu- khOng gQi chung cii nMm duoi ding m{Jt ten.Nhan hiu duy nhat dugc ua chuQng (Brand insistence) La giai do,:!n cuoi cungtrong qua mnh chap n h ~ n nhlin hiu cua m.,! san phiim. Khach hang chi chifpn h ~ n dung hang dung nhlin hiu do rna kMng chap n h ~ n san pham thay tM, he;>tIm mua biing dugc hang do mm thoi.

74 Khue


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Nban h i ~ u quOc gia (National brands) Quy djnh hOi nha san xuat. Tren thl!c tdoi khi ngum. ta gQi nola nhan hi?u clla ngum. san xuat.Nhan h i ~ u rieng (Private brand) M(\t nhom cac san phAm dUQ'c mot ngum. banbuon hay ban Ie siip vao m(\t nh6m cung ten do hQ Il!a chQn.NMn biet nban h i ~ u (Brand recognition) La giai dOl,ln thu nhat trong qua trlnhcUp nhi),n nhan hiliu cua m(\t san philm. Khach hang c6 t h ~ pMn bilit nhan hiliucua SilO pMm nay vCti cae nhlin hi?u ella san phAm khae.NMn thue (Cognitions) Kin thUe, tin nguOng va thai d(\ ella con ngum. ve nhii'ngsl! kilin t h ~ . NMp khiiu (Importing) Mua hllng tir nuoc ngoai.Nh6m bang tiem thue (Evoked set) Khi nguai tieu dung quyt dinh mua hang,hQ luon c6 san trong dau m(\t s6 nhan hiliu hilng hoa hQ da timg su d ~ n g truac day.NhOm san philm (Product line) Tap hQ'p cae san phtlm lien quan den nhau.Nhu cau (Need) Khi cam tMy lhiu m(\! cai gl d6, 51! khae bilit gifta tlnh trl,lnghilin thl!C va tinh trl,lng dang uoc mu6n.Nhu cau eo khi nang thanh toan (Customer demands) La nhu cau the e6 khanang chi tra.Nhu diu C\I tht: (Customer wants) C\l the hoa nhu eau tu nhien theo d*c diem vanhoa, loi song va kinh n g h i ~ m ella m6i ca nhan.Nhu cau tl! nhien (Customer needs) La m(jt philn ban chili CO ban ella con nguOi,g6m: nhu cAu v*t chilt vi! thue lin, quan ao, sl! 5uoi i1m, SI! an toan; nhu cau xa h(\ivi! clla d i, dja vj; nhu eau col nMn ve kin thue, 51! tl,! khAng dinh.

o() nhiem (Pollution) La thui),t ngft da nghia, thuang eo ngh'ia la "gay han"; ngoaira e6 t h ~ h i ~ u theo nghia moi trlIang 0 nhiem (nuoc va khOng khi) va van hoa 0nhiem (khiu tMm my va tri tMc).pPha gia (Devaluation) Khi m(\t quoe gia danh s ~ t gia dOng n(\i t so voi vangho*c vOi d6ng ngol,li t? khac.Philn d o ~ n theo yeu t6 nhan khdu h9C (Demographic segmentation) Chia danso thanh cae nh6m tuang d6ng thea cac lieu chi nhll' tu6i, gioi tfnh, mile thu nh*p.

Khul!c'h trudIlg SOn pham ,-a Qudng cdo 75


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Phan dOl.ln theo yeu to dia If (Geographic segmentation) Chia dlln s6 lheo lieuehf eung khu Vl!e.Phan ph6i dl)c quyen (Exclusive distribution) PMn ph6i eo tfnh het sue ehQnIQc, nha san XU!1 chQn m ~ t nha ban buon h o ~ c ban Ie de IraQ toon quyen ve v i ~ e ban san philm mQI vimglkhu vlJc xae djnh.Philn ph6i co tinh chQn IQc (Selective- distribution) SU d ~ n g ml).ng lum ban Ie hl).neM, eo tinh ehQn IQC de phlln ph6i san phllm eua mlnh.Phan tich d i ~ m hoa von (Break-even analysis) Qua trlnh danh gia lqi. n h u ~ n thuve vm cac muc gia IlJa chQn.Phan tich d i ~ m hoa von k i ~ u mm (Modified breakeven analysis) Ky I h u ~ t xlIydgng ehinh sach gia tren ca sb ket hqp mo hlnh phlln tich diem hoa von kieutruyen th6ng v6i v i ~ e danh gia nhu cau tieu dung.Phan tich kit qua ban hang (Sales analysis) Nghien cUu cac sO' l i ~ u nQi bQ vev i ~ ban hang, theo do eo philn tich chi tiet timg cau phlin de co duqc nhlffig thongtin hiiu ich han.Phan tich xu the (Trend analysis) Phuang poop u6c tfnh doanh s6 thlJc hi\\n trenca sb phlln tich cac s o l i ~ u thong ke ve doanh so thu duqc trong thai gian tru6c do.Phuong pbap t6ng chi phi (Total-cost approach) Tinh t6ng chi phI ella toan hi?cac khoan m ~ c chi phI clla th6ng phlln ph6i eM khOng tach rieng timg khoan.Phin ung (Response) Phan ling clla ngum tieu dung d6i vm mQt yeu t6 tac d ~ n g h o ~ c mQt dQng ca.PhOng van thio l u ~ n theo nhom (Focus group interview) Nghien cUu marketingde thu th!!.p thOng tin tren ca sb phong v:in thiio lu!!.n theo nhom g6m tit 8 den 12ca nMn tl).i cung mqt khu vlJc, theo cung mqt chi] de.PhAn tram t{jng h;ri n h u ~ n (Gross margin percentage) Phuang phap danh giacho biet phlin tram doanh thu bu diip duqc chi phi va mang ll).i lq i n h u ~ n sau khi da:tru chi phi san xuat ra lugng san philm ban ra tmng mqt thm gian xac djnh.Phieu giam ghi (Coupon) La cong khuech trtrang san phAm, thuang duqc t!!.ngcho ngum mua de nh!!.n duqc giam gia cho Ian mua tiep sau.QQua trinh chap n h ~ n (Adoption process) MQt 10l).t cae quyet djnh khae nhau cllakhach hang d6i v6i mqt san pham mm. Qua trlnh chap nh!!.n ella kh3eh hiing g6mcae bu6c Cl,l the sau: nh!!.n biet slJ eo m ~ t ella san philm, quan tllm, danh gia, dungthir va chap nhlj.n.

76 Khulch trucmg San phdm vu Quang coo


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Qua trinh ph6 bien san phl1m mm (Diffusion process) Nhc1 do rna rn(\t sanpharn se duqc nguc1i tieu dung trong rn(\t nhom c(\ng dong cMp n h ~ n . Qua trlnh trao d6i (Exchange process) Qua tnnh hai ben trao d6i rn(\t thu gl doco gia tri de cung thoa man nhu du cua rnlnh.Quang cao (Advertising) Gi6i thiu ve san pham cho m(\t lugng kbach hang tiernnang 160 thong qua cac phuCfllg t i ~ n thOng tin d\li chUng de hQ biet va mua hangcuamlnh.Quang cao ban It! (Retail advertising) Quang cao ban hang tTl!c tiep t\li cac etrahang ban Ie.Quang cao c()ng tac (Cooperative advertising) Chi phf cho chuCfIlg tflnh quangcao do nguc1i ban hang va nha san xulit cung chju.Quang cao chi) (Point-of-purchase advertising) Sir dl,mg hlnh anh tuyentruyen va tnnh dien de khuech truCfllg san pharo VaG thm diem va t\li dia diem giinlien vai quyet dinh mua hang cua kMch.Quang cao so sanh (Comparative advertising) Thuyet p h ~ c kMch hang mua sanpham bilng each so sanh v6i m(\t san ph1im cung !o\li eua d6i tM e ~ n h !ranh.Quang cao tren do dung (Specialty advertising) Quang do thong qua nhiing dodung co in ten tu6i, dia chi nm san xulit va thong dip quang colo, thuang duqc in!ren cac san pham nhU Ijch, but, Ijch thi dliu the thao.Quang cao th6ng tin ve san phftm (Informative product advertising) Quang caode 1\10 nhu diu ban

Khue'ch trllang san phdm va Quang ClIO 77


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sSan ph:lm (Product) La m';'t [ ~ p hgp eac d ~ c diem v ~ t ly, dieh Vl,I, b i ~ u trung dethoa man nhu clIu ella con nguai.San ph&m cimg l o ~ i (Generic product) Db an h o ~ c db gia d ~ n g kMng co tentu6i r i ~ n g , khong quang cao, khong nnful hil?u.San ph&m huu hlnh (Tangible products) La sim pham v ~ t chat, chu khOng phaidieh Vl,I nhl! lU viln pbap l u ~ t , dich Vl,I y teoSan ph:lm the eM (Cannibalizing) Slm phihn the chb san philm kMc clmg dom';'t hilng san xuilt.Slin ph&m eong n g h i ~ p (Industrial goods) Hang hoa duqc sir dung trl!c tiep ho(jcgian tiep lam n g u y ~ n lil?u dau vao cho vil?e san xuilt mot lo"i hlmg hoa khae.San ph&m vo hlnh (Intangible products) La san pham dich Vl,I nhu tI! viln l u ~ t phap, khilm bf?nh.San xmlt don d ~ u (Speculative production) Slm xuiit can ell tren co sa dl! doanella nM quan Iy ve nhu cilu lUang lai tren thi truang clla IO(li san philm nay. SanphAm duqc san xuat tmac khi co dan d(jt hang.Sinh tbai hQe (Ecology) Moi quan hI? giua con nguai vOi moi tntang.So sanh ehuoi san ph:lm - djch vI}. (Goods-services continuum) Phuang phaptdnh bay cae d(jc d i ~ m giong va khac nhau giua cac san philm va djeh Vl,I.

TTai sO: dl}.ng (Recycling) Tai Sl! d ~ n g eh:1ng h,!-n nhu doi voi bao bi. Qua trinh nayt


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Ten nhan h i ~ u (Brand name) M(>t philn trong nhan hiu gllm tir ho\ie chiT lamnen ten de xae djnh va pMn b i ~ t sim pMm eila doanh n g h i ~ p voi doi thil e ~ n h tranh. Day ehinh la philn the hio?n dUQ"C bimg Uri noi eila nhan hio?u.Ten san phiim clIng l o ~ i (Generic name) TiT thuOng dung de noi ve m(>t l o ~ i sanpham nao do. Vi d\l nhu cola, nylon.Tau chuyen cha rieng (Unit trains) La djeh Vl,l v ~ n chuyen ciia ng1mh dUOng sfttdanh rieng cho nhfrng khaeh hang eo nhu du vi!n chuyen nhfrng \0 hang IOn nhitmliel k i ~ m chi phi va thoi gian cho doanh n g h i ~ p . Tn!n lau chi eho hang eila riengdoanh n g h i ~ p rna thOi.Toi da hml doanh thu (Sales maximization) Triet 19 djnh gia do kinh Ie giaWilliam J. Baumol pMn tfeh. Baumol eho ritng nhi6u hang muon toi da hoa doanhthu trong dieu k i ~ n lqi n h u ~ n bj h ~ n che 0 m(>t mue nMt djnh.Toi da hoa IIJi nhu:)n (Profit maximization) Trong hqe Ihuyet kinh te cd dien dayIf! ml,lc tieu lruyen thong eila chinh saeh djnh gia. Theo hoc thuyet nay, tat ca caedoanh n g h i ~ p d6u muon toi da hoa d i h Gil tfihqp phap.Thai dl) (Attitude) Nhfrng danh gia tieu qre h o ~ e tfeh qrc, cam nhi)n va xu tMung h(> ho\ie phan doi.ThOng tin phin hOi (Feedback) Thong tin v6 phan frng eua khaeh hang tmac m(>1thOng d i ~ p , thOng tin nay dU


88/97

Thiet ke chuang trinh nghien ciiu thi trui'mg (Research design) Xay dl!Jlg mQtke ho;:teh day du ve v i ~ e thl!e h i ~ n mQt chuang tnnh nghien eUu, dieu tra thitruOOg.Thir h i ~ u qua (Pretesting) Killm tra tfnh h i ~ u qua eua mQt quang eao truae khidua no vao thl!e h i ~ n . Thir n g h i ~ m (Experiment) cae nghien coo khoa hQC trong do cae nba nghien coothl!c h i ~ n mQt lo;:tt cac thf n g h i ~ m vai mQt nhOm mau, sau do so sanh ket qua thuduqc vm nhom kh6ng thlfc h i ~ n thf n g h i ~ m . Thir n g h i ~ m y tuiJng (Concept testing) MQt kMu trong quy tnnh pMt trien sanpbllm mm, danh gia y tUOng ve slm pham mm truac khi ehlnh thue dUa vao sanxuat.Thi trui'mg chung (Common market) KMi n i ~ m dung trong marketing qu6c te,thiet I ~ p mQt kh6i thi truoog ap d ~ n g chfnh saeh h:ii quan chung va tieu chudn hoacae quy dinh thuang m;:ti th6ng nMt eho tat ea cac nuoc thanh vien.Thi trui'mg cua ngum ban (Seller's market) Thi truoog hang hoa va dich khidu IOn han cung.Thi trui'mg cua ngum mua (Buyer's market) La thj truoog co d6i dao hang hoavadjehThi trui'mg ml,lc tieu (Target market) Nhom cae kh:ich hang duqe xac djnh truoc.Thi truoog ngum tieu dung (Consumer market) Nhilng ea nhan mua hang hoava djeh cho ml!e dieh sir dl!Ug eua ban than.Th! trui'mg san phllm cong n g h i ~ p (Industrial goods market) Thj woog g6mnhiing ngum mua hang hoa lam nguyen l i ~ u dau vao eho v i ~ e san xuat mQt lo;:tihang hoa, d!eh vI! kMe. Vi nhu thi truoog cua eac dan vj san xm1t, die co quanehfnh pM, ban Ie, ban bu6n, c6ng ty khai tMe mo, e6ng ty bao hiilm, e6ng ty biltdQng san, truoog hQC, ~ n h v i ~ n . Thu nhi.\p tuy dl,lng (Discretionary income) MQt philn trong t6ng doanh thu saukhi dii 1m di cae philn biit bUQc phai chi.Thl!c h i ~ n dan d ~ t hang (Order processing) Qua tdnh ban hang t;:ti eac el'ra hangban bu6n, ban Ie. G6m: xae djnh nhu du eua kMeh hang, chi ro eho hQ biet nhudu do va thl!e h i ~ n dem dilJ hang.Thuyet trlnh (Presentation) MQt khau trong qua trlnh ban hlmg. Ngum ban hangthuyet minh, gim t h i ~ u nhUng diic tfnh cO ban eua san pham, chi ra lfU diem cuano va trich dAn 1m khen ngqi eua nhUng ngum dii. tUng sir dlJng.

80 Khue(:h truang san ph/1m va Quang 010


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Thuyet tnnh ban himg thoo mau (Canned approach) Thuyt trinh ban himgthea rriil.u dii ghi nh6' de dam bao neu duqc m9t cach th6ng nhilt tilt cit nhiing diemduqc liinh d\lo coi la quan trqng.Tieu c h u ~ n p h ~ c khach himg (Customer service standards) CMt luqng phl,lcVI,! rna mOi cong ty diinh cho kMch himg ella minh.Tien hoa hOng (Commission) Kholm ti6n;ra cho nhAn vien ban hang gtm v6'i mucdoanh sO' ban hoi).c muc Iqi nhu(ln.Tra I ~ i mi)t phan tien hang (Rebate) Tra I ~ i m9t phiin ti6n hilng, thuang do nhilsan xuat m"t san phdm cung cap cho khach hilngTrq gia (Trade-in) Thuang dilnh cho cac dan vi ban nhiing hang hoa IAu Mn nhuo to. Trq gia se cho phep giam gia rna khong anh hmJng Mn gia cong b6.Trllng bay thllang (Trade show) xem ph1ln H"i chq thuang m ~ i . Truyen thOng (Communications) SI,l' truy6n dl).t m"t thong dii?p tit nguai gUi(hoi).c m"t nguon) Mn ngum nh(ln.Ty gili hOi doai (Exchange rate) Ti gia giua dong n(>i ti? v6'i dong n g o ~ i hol).cv6i vang.Ty chi phi h o ~ t di)ng (Operating expense ratio) M9t chi tieu danh gia tinhtong chi phi ban hilng va chi phi hiinh chinh rili so sanh v6'i doanh thu.Ty lai tren co phan (Rate of return on common equity) Ml)t chi tieu danh giacho thay doanh n g h i ~ p dii cO Jai Mn mue nao lren v6n CO dong.Ty lai tren tong tili san (Rate of return on total assets) M"t chi tieu danh giaeho thay ty Ii? lqi nhu(ln rong sau thue" tren tong tM san eua m"t doanh nghi?p.Ty suat lqi n h u ~ n thea v6n dau t i l (Return on investment) Ty I? giua lqi nhullnva tong v6n dAu tu.

Uu dai hai chieu (Reciprocity) C6 nhiing IfU diii dang kt cho ngum vita la nhaeung ling, vita la ngum tieu dung hang clla doanh nghi?p.vVan hoa (Culture) cae quan n i ~ m , thuGe do gill trj, tu tuimg vii thai d" anh huimgMn hanh vi ngum tieu dung.

Khuet_h trU


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Van phOng ban hang (Sales offICe) Nha san xuilt l ~ p viin pMng kim VVC de quanly di ngil ban hang. No khac viin phong chi nhanh b ch6 khOng co kho de luuhang.V ~ t phlim phl,l tn! (Supplies) Nhiing v ~ t phfun can thiet cho v i ~ c v ~ n hanh hangngay song khOng hin din trong thanh pMm, vi dl,l nhu vi).I ph am dung cho biioduimg, stra chUa, v ~ n hanh nhu cac d6 viin pMng, giily, but, mtfc, biing mtfc, qulinao bao h, v.v .. V ~ t phllm phl,l Irq kMng bao g6m cac nguyen v ~ t lii?u hin dii?ntrong thanh phfun nhu cao su trong sam 16p, vai trong qUM ao.V ~ t til mau hOng (Expense item) V ~ t pham hoi).c djch Vl.I sir dl,lng trong m!)t thmgian ng.ln, IhuOng la m1 niim.Vong dOl ban Ie (Retail life cycle) Quan n i ~ m vong dm cua m,>t dan vi ban Iequa cac thm ky: tham n h ~ p , tang tmang, bao hoa va suy thoai.xXae dinh th i trllOn

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