QUN L QUY TRNH MARKETING

Delta Publishing Company

2/92

Copyright 2004 by

DELTA PUBLISHING COMPANY

P.O. Box 5332, Los Alamitos, CA 90721-5332

All rights reserved. No part of this course may be reproduced in any form or by any means, without

permission in writing from the publisher.

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LI M U

Qun l quy trnh Marketing trnh by ni dung c bn ca hot ng Marketing vi thng tin y v r rng. Bn cnh vic cung cp thng tin Marketing c bn, kho hc ny cn m rng tm hiu bit ca hc vin v vn qun l Marketing. Thm vo kho hc cn h tr: Nghin cu ca nhng ngi cha v tt nghip i hc; Cc chng trnh o to bn hng Cc chng trnh o to qun l v gim st Hot ng Marketing dch v Cc chuyn pht trin lnh o Cc chng trnh Marketing hn hp Pht trin nhn s thc hin nhim v Cp nht thng tin qun l Marketing V tr ca doanh nhn v nh nc trong hot ng mua hng Nhng tnh hung i hi qun l Marketing thng minh

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MC LC

CHNG 1 GII THIU MARKETING ...................................................................................................... 5

CHNG 2 NGHIN CU MARKETING .................................................................................................. 10

CHNG 3 NGI TIU DNG V TH TRNG ............................................................................... 14

CHNG 4: CHI PH MARKETING V CC CHIN LC .................................................................... 19

CHNG 5 NGI TIU DNG L MT NHN T BIN I.......................................................... 28

CHNG 7 SN PHM L MT NHN T BIN I ......................................................................... 40

CHNG 8 LP K HOCH SN PHM ................................................................................................ 44

CHNG 9 XC NH SN PHM V PHN NG TIU DNG ....................................................... 50

CHNG 10 NH GI V L THUYT GI........................................................................................... 56

CHNG 11 CC KIU GI V CC MC TIU................................................................................... 63

CHNG 12 NH GI V CC QUYT NH KINH DOANH ............................................................ 68

CHNG 13 CC QUYT NH XC TIN V THC Y NHU CU ............................................. 77

CHNG 14 QUNG CO.......................................................................................................................... 83

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CHNG 1 GII THIU MARKETING MC TIU HC TP Sau khi hc xong chng ny bn c th:

1. Hiu r v tho lun nh hng ca Marketing 2. Tnh ton v xc nh cc chc nng kinh t c bn 3. nh ngha qun l Marketing 4. Xc nh th trng mc tiu 5. M t Marketing hn hp 6. Tm hiu v a v d v cc chc nng Marketing quc t

c nhiu thay i rt th v trong cch nhn nhn v Marketing bi cc nh qun l Marketing thc t v c cc sinh vin. Marketing khng cn b gii hn trong phm vi bn hng c nhn v qung co nhm tiu th u ra ca qu trnh sn xut. Ngc li, ngy nay cc hng kinh doanh thnh cng coi (1) Marketing phi c nh hng theo ngi tiu dng, v (2) phi xem xt n Marketing trong mi qu trnh ra quyt nh ca nh qun l. Marketing hin i bt u vi khch hng, khng phi vi b phn sn xut. Marketing ng vai tr v cng quan trng trong vic thit k v sn xut; n theo st cc giai on ca vng i sn phm nhm a sn phm n tay ngi tiu dng cui cng. Do vy vic qun l ni chung c xem l h thng qun l Marketing tng th, rt phc tp v cng rt tn km.

nh ngha Marketing Marketing c nh ngha l mt cu ni gia sn xut v ngi tiu dng bao gm tt c cc hot ng c thc hin nhm a hng ha v dch v ti tay ngi tiu dng. Trong nh ngha Marketing, cc nh nghin cu th trng nh hng ngi tiu dng mnh v xu hng qun l rng, cao vai tr ca Marketing trong vic nh hng dng chy hng ha v dch v ti tay ngi tiu dng. Ni cch khc, Marketing khng ch thc hin chc nng sn xut v thit k m cn c chc nng nh hng v hng dn cc hot ng ny thng qua vai tr nh hng ca n trong qu trnh ra quyt nh. Marketing cn c xem l cc hot ng lin quan n tm nhu cu ngi tiu dng, pht trin sn phm v dch v tha mn nhu cu , ng thi to ra nhu cu v m rng nhu cu i vi nhng sn phm, dch v ny. Trong khi Marketing, mt chng mc no s dng phng php nghin cu c tnh khoa hc, c bit trong cc nghin cu th trng v khoa hc hnh vi, th n vn khng th kim sot c nhng nhn t bin i hay lp li cc th nghim chnh xc nh ban u. Hn na trn thc t, mt nh nghin cu th trng thng da vo k nng phn on, v trc gic khi ra quyt nh hn l da vo cc c s khoa hc.

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nh hng kinh t ca Marketing Vai tr xc tc ca Marketing c minh ha rt r rng khi nhn vo tc tng trng tng sn phm quc ni M (GDP). GDP, gi tr ca tt c hng ha v dch v sn xut trong mt nm, vo nm 1970 ch tng hn $1 ngn t v ti nm 2000 tng hn $9.5 ngn t. Marketing h tr cho s pht trin di do ca nn kinh t. Cc hot ng Marketing l ngun to ra vic lm. Cc nhn vin bn hng trong ngnh sn xut, dch v, v nhiu ngnh khc, cc nh bn l v cng nhn vn ti, vin thng, cng cc nhm lin quan ng gp 1/4 GDP, v chim 1/3 lc lng lao ng ton dn. C mi la thu c t vic bn hng th trong c 50 cent chi ph cho Marketing.

Cc chc nng kinh t c bn Marketing l mt lc lng iu chnh, phn b cc ngun lc v nh hng n phn phi v quy m thu nhp ca c nhn v cc hng. V c bn, Marketing c mi quan h cht ch vi lnh vc kinh t hc rng ln. Cc nh kinh t coi Marketing l to ra thi gian, a im v tin ch iu c ngha l a sn phm n ni c nhu cu v vo ng thi im, sau hon thnh phn phi em li tin ch v mt s hu. L mt nhnh ca kinh t hc, Marketing lin quan n nhiu vn nh l thuyt gi tr, phn tch cung-cu, quy m nn kinh t, doanh thu cn bin, lut gi tr cn bin gim dn, cc l thuyt v cnh tranh, v cc vn v cnh tranh khng gi. Marketing, ngoi vic lin quan cht ch n lnh vc kinh t hc, cn ng dng cc k thut v cc kt lun c c t khoa hc hnh vi, c bit l tm l hc, x hi hc, v nhn loi hc. Cc ngnh khoa hc ny gip nh nghin cu th trng hiu ngi tiu dng r hn ng lc v nhu cu ca h, cu trc v hnh vi x hi, cc bn cht con ngi ni chung. Marketing cng lin quan n ton hc v mt k thut lp mu, kim sot kh nng v cht lng, cc phng php lng ha vi nhiu ng dng khc nhau.

nh ngha qun l Marketing Ngy nay, hu ht cc hng u vt qua hoc vt qua khi gii hn ca sn xut v rc ri k thut tin ti mt quan im v qun l Marketing hon thin hn, gm tt c cc hot ng ca hng. im c bn ca trit l mi ny l nhn ra v chp nhn xu th nh hng theo khch hng. Mc d quy m ca h thng kinh doanh vn c xc nh bi nhng quyt nh c nhn, th by gi cc quyt nh ny cn b nh hng bi mt lot cc nhn t bn trong v bn ngoi c nh hng qua li vi nhau. Xt v mt ni b, nhng ngi ra quyt nh ngy nay nhn thy rng quyt nh lin quan n li nhun khng ch da trn sn xut hay nh gi doanh s, m cn da trn nh hng ca cc thng tin lin quan n nhn s, ti chnh, qun l hay k ton. Mi lnh vc ca hng c cc kha cnh ca Marketing, cng nh Marketing gm mi

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chc nng ca cc lnh vc khc. c quyt nh sng sut, mt nh qun l Marketing phi bit c bn cht ca nhng chc nng ny v phi hiu c cc chin lc Marketing khc nhau s b nh hng nh th no bi nhng nhn t . Xt v bn ngoi, thng tin pht trin cc chin lc khc nhau da trn hot ng Marketing nh hng theo ngi tiu dng. Cc xu th trc y i vi Marketing nhn mnh mt hng, cc t chc v cc chc nng. Nhng nhn t ny c nghin cu nhm xc nh bn cht ca hot ng Marketing. Mi quan h qua li gia cc b phn chc nng ca cng ty hay cc quy trnh ra quyt nh khng c ch trng. Xung t gia cc b phn chc nng xy ra khi mt k ton vin mun c t l hon vn cao v li u t, cn nh qun l sn xut hay k s li mun mua trang thit b tn nhiu chi ph nhm sn xut khi lng ln, trong khi ngi kim sot chi ph li mun cng t hng lu kho cng tt v hn ch chng loi hng ha, nh qun l nhn s th mun sn xut bn vng m li khng mun s dng nhiu nhn cng, nh nghin cu th trng th mun tng chng loi hng ha v hng lu kho nhm lm hi lng khch hng v ti a ha doanh s. Ngi ta d dng thy rng c mt quyt nh ti u v chin lc Marketing s phi gii quyt rt nhiu vn . Qun l Marketing ch tt c cc lnh vc chc nng, gm ton b hot ng lin quan n Marketing. Trc ht phi tp trung vo c mun ca ngi tiu dng v sau phi c n lc tng hp nhm tha mn nhng c mun theo cch c li nhun. Mc tiu c bn l li nhun thay v doanh s. Mt thay i c bn trong qun l Marketing s dn n nhng thay i v c cu hoc quy trnh. Nh qun l Marketing ngy nay, v cc nh Marketing ca tng lai ngy cng da vo cc h thng l thuyt v phn tch nhiu hn nh hng vic ra quyt nh. Marketing c xem nh mt h thng ton din gn kt h thng kinh t v x hi ch khng n gin l mt tp hp cc hot ng v t chc khng lin quan n nhau. Cc nh nghin cu th trng v cc sinh vin ngnh Marketing ngy nay ch trng vo vai tr ca chin lc Marketing. Pht trin chin lc Marketing gm 2 bc: (1) la chn th trng mc tiu v (2) pht trin Marketing hn hp.

Th trng mc tiu tng th trng mc tiu ra i trn c s phn on th trng mi mt th trng c nhu cu a dng (a chng loi) bao gm mt lot th trng nh hn. Cc nh nghin cu th trng xc nh v phn chia thnh cc phn on bng cc xem xt nhng c im ca khch hng tim nng trong cc phn on ny, Marketing hn hp s p ng nhng nhu cu ca khch hng, mc tiu ca cng ty v nhiu nhn t khc. Mng li Marketing l mt s ma trn dng phn tch cc th trng, to lp th trng mc tiu, v pht trin chin lc Marketing hn hp cho mi phn on.

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Marketing hn hp Khi pht trin Marketing hn hp, nh qun l Marketing s la chn cc nhn t kt hp nhm p ng tt nht nhu cu ca th trng mc tiu. Marketing hn hp gim s lng cc bin s xung cn 4 loi c bn: sn phm, gi, xc tin, v a im. V n gin chng thng c gi l 4 P (xem hnh 1-1)

Sn phm l bn cht ca hng ha c thit k tha mn nhm khch hng hay mt phn on xc nh trc. Gi c s da trn sn phm chng ta a ra, gi ca i th v nhu cu ca th trng. Xc tin c th bng bo ch, qung co trn i hay ti vi hay h tr im bn hng. a im khng n thun ch l vng a l m gm cc knh v nhiu trung gian, thng qua sn phm c lu thng cng vi cc phng tin giao thng c dng nh tuyn hng ha n vi ngi tiu dng cui cng. By gi n lc bn ngh v cch kt hp cc nhn t Marketing theo cch ca bn. Nu nh bn thay i 1 trong 4 P, th ton b cc nhn t cn li cng phi c iu chnh cho ph hp. Ni theo cch khc, mi khi thay i nhn t, bn c mt chin lc Marketing hn hp mi.

Cc chc nng ton cu ca Marketing Nh c cp trn, vic ban u cn lm khi nghin cu Marketing l lit k cc chc nng. Vic phn chia cc chc nng tr thnh nn tng c bn cho vic kt hp 4 P v h tr cho xu hng qun l. Chc nng cung cp c hc. Vn chuyn v lu kho bao gm vic nhn v di chuyn hng ha. Chi ph vn chuyn c b p bng tin ch v a im v chc nng lu kho c b p bng tin ch v thi gian. Vn chuyn v lu kho l cc hot ng chnh ca nhiu t chc Marketing nh nh bn bun, cc nh kho, nhng ngi gi hng tr cc sau, cc ng ng dn, v mt s nh bn l v nh sn xut. Chc nng h tr. Vic tiu chun ha v nng cp, chp nhn ri ro, a thng tin th trng, v cung cp ti chnh l cc chc nng h tr cho vic mua, bn, vn

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chuyn, v lu kho. Cc dch v l mt phn quan trng v cn thit trong chc nng ca Marketing v l nn tng c bn cho qun l Marketing. Bn cht ct yu ca chc nng Marketing. D bng cch no, khi no, u, v bi ai, th cc chc nng Marketing vn phi c thc hin. C th gim chi ph Marketing bng cch thay th cc trung gian hot ng khng hiu qu. Tuy nhin, mt chn l ng gi m bn cn phi nh l: bn c th ct gim trung gian nhng khng th loi b nhng chc nng ca n. Cc chc nng ny vn phi c m nhn bi mt ngi khc. Trong mt vi trng hp, hiu qu kinh doanh sn phm mi c th t c thng qua trung gian Marketing chuyn v mt khu vc th trng mi.

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CHNG 2 NGHIN CU MARKETING MC TIU HC TP: Sau khi hc xong chng ny bn c th:

1. Phn tch c im v tho lun bn cht ca nghin cu Marketing. 2. Thc hin h tr hay nghin cu lng ha 3. Lit k cc hn ch ca nghin cu Marketing 4. S dng my tnh truy nhp h thng tin Marketing 5. p dng mt chng trnh k hoch nghin cu 6. Tm kim nhng kt lun nghin cu trn mng 7. Phn on v tnh ton cc xu th tng lai

Cc nh qun l Marketing lun phi i mt vi vic xc nh v gi quyt nhng vn rc ri. H phi ra quyt nh ca lin quan ti th trng mc tiu v chin lc Marketing hn hp p ng tt nht phn on . H cng phi c nhng gi nh lin quan n hot ng ca cc i th cnh tranh v nhiu nhn t mi trng lun bin i, khng th kim sot. Nhim v ca nghin cu Marketing l h tr cc nh qun l ra quyt nh tt hn v la chn cc chin lc mt cch sng sut. N khng ch gip nh qun l trong vic ln k hoch m cn tr gip vic kim sot bng cch cung cp thng tin phn hi.

Bn cht ca nghin cu Marketing Nghin cu Marketing l vic thu thp c h thng, c mc tiu, lu v phn tch cc s liu cng vn lin quan n bt k rc ri no trong lnh vc Marketing. C th coi y l ng dng ca phng php khoa hc tm ra gii php cho rc ri Marketing sau a ra phng thc gii quyt da trn kt qu thu thp c. Nghin cu Marketing gm nhiu nghin cu ph, quan trng nht l: (1) nghin cu sn phm, gm th nghim th trng cho sn phm mi, tm kim nhng cng dng mi cho sn phm hin ti, nghin cu hiu qu ca vic ng gi so vi nhng hot ng khc, (2) phn tch th trng, c bn nghin cu quy m, a im, v cc c im ca th trng, (3) nghin cu bn hng, gm cc hot ng nh nh gi chnh sch bn hng, nghin cu gi, nh gi lc lng bn hng v t ra hn ngch doanh s, (4) nghin cu ngi tiu dng, nghin cu thc y l mt trong s nhiu nghin cu phc v cho nghin cu ngi tiu dng, ch yu lin quan n tm kim v phn tch thi ngi tiu dng, cc phn ng v s thch ca h, (5) nghin cu qung co, dng tr gip cho vic nh gi chng trnh Marketing v cc quyt nh lin quan.

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Nghin cu thc y hay lng ha Nghin cu thc y l mt cng c lng ha, khc vi cc phng php nghin cu Marketing khc nhm cung cp kt qu v s lng. N s dng cc kt lun v cc phng php khoa hc hnh vi c bit l tm l x hi hc, v trit l. Mc ch ca n khng ch l tm ra nhng kin, thi , s thch v cc mong c ca khch hng m cn nh hng v thc y cc nhn t . Phng vn su c dng trong loi nghin cu ny.

Cc hn ch ca nghin cu Marketing Nghin cu Marketing khng phi l gii php cho mi vn rc ri lin quan n Marketing ca cng ty. Nhiu nh lnh o vn cn nghi ngh kt qu nghin cu Marketing v tnh hu dng ca n. iu ny c th hin trong ngn sch dnh cho nghin cu Marketing, trung bnh ch chim 0.2 phn trm doanh s, trong khi chi ph nghin cu sn phm mi chim t 5 n 10 phn trm. Tnh trng ny dn n vic pht trin sn phm nhng nhiu khi li cc th trng t tim nng.

My tnh v h thng tin Marketing Mt s chc nng nghin cu th trng c m rng thnh chc nng ca h thng tin Marketing (MIS). D liu lin quan n th trng di do hn cho php cc hng c th chn lc thng tin hu ch. C mt h thng c cung cp dng chy d liu thch hp t c ngun bn trong v ngun bn ngoi cn cho vic ra quyt nh. Mt MIS c th l nn tng cho hng dn, pht trin v la chn cc k hoch, chc nng khc nhau. S pht trin gn y trong vic s dng my tnh cng vi chi ph gim xung khuyn khch cc nh nghin cu th trng s dng MIS. Cc ng dng thu thp thng tin mi bao gm:

1. Cc bo co nghin cu th trng c chun b bi my tnh Dun & Bradstreet cung cp d liu v 390,000 doanh nghip v t mt mu c bn c th to lp cc h s th trng ring.

2. S di chuyn ca hng ha Selling Areas-Marketing, Inc., mt chi nhnh ca Time, Inc., cung cp cho cc ca hiu thuc cng ty v cc nh bn bun d liu v 66 nhm sn phm chnh v 361 nhm sn phm ph.

3. Phn tch u vo u ra. nh gi nhng thay i trong m hnh s dng ca ngnh hay ca hng

Lp k hoch nghin cu th trng Cc bc c bn bao gm:

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1. Pht trin gi thit. Hu ht cc gi thit c a ra da trn kinh nghim hay kin thc ca c nhn, cc nghin cu trc hoc thng tin chung chung v mt vn hay hot ng. Gi thit phi c o lng bng cch chp nhn hay loi b. Chng hn nh gi thit: Tem thng mi em li lng tin ca khch hng i vi cc ca hng rau qu hn nhng nhn t khc. Nu khng a ra c mt kt lun th khi c th dng gi thit v hiu hoc mt kt lun khng khc bit. Chng hn nh: Khng c s khc bit v lng tin ca ngi mua i vi ca hiu rau qu c dn tem v ca hiu khng dn tem. Hiu lc ca mt gi thit ph thuc vo vic chp nhn hay loi b c o lng. Khi a ra mt gi thit, nh nghin cu phi chc chn rng bin s c kim tra l bin s ng nht. Chng hn trong v d trn, cc ca hiu phi c cng gi, s tin li v c cng loi hng ha

2. Ngun thng tin th trng: Thng tin tng hp Nghin cu th trng cung cp thng tin v gim ri ro bng cch tr gip cc nh lnh o la chn cc phng n trong nhng iu kin khng c hon ho. Nghin cu th trng bao gm tm kim d liu v hng dn qun l. Hng dn qun l gm vic tng hp cc kin v ti nng ca cc nh qun l Marketing v cc b phn chc nng khc ca hng nh k ton, sn xut hay ti chnh c lin quan n cc quyt nh Marketing. iu ny th hin xu th hnh ng theo h thng (MIS). Tm kim d liu l vic thu thp thc s cc s liu v thng tin. Hot ng ny bao gm s dng s liu s cp v th cp sau dng cc k thut nghin cu x l. D liu s cp. L thng tin thu thp t cc ngun gc phc v cho mt mc tiu c th. Mt s k thut thu thp d liu s cp gm: 1. Cc bn iu tra. Tm kim cu tr li thng qua in thoi hoc phng vn c

nhn hay phng vn trc tip hoc qua th. Danh sch cc cu hi c th c chun b v gi i. Tnh hp l v tin cy ca nhng bn iu tra ny l vn quan trng cn xem xt. Phi kim tra tnh minh bch v chui cu hi, c hng dn y , phi d dng c th xem xt, m ha, v lp bng kt qu. Sau phi xc nh tin cy ca kt qu cui cng bng cch phn tch s liu thng k cn thn. Mt li ph bin trong vic to lp bn iu tra l hi nhng cu hi m ngi nghin cu quan tm nhng li khng cung cp thng tin cho quyt nh Marketing.

2. Quan st. Quan st hnh ng mua ca khch hng. i khi c th quay phim ri phn tch. Quay ngu nhin l mt k thut quan st thc t.

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3. Cc th nghim. C th bao gm phng php iu tra, phng php quan st, hoc c hai. Cc c im chnh l thit k nghin cu phc tp hn, thng s dng nhm hng mu v cc k thut thng k phc tp.

D liu th cp. Nhng ngi tm kim thng tin nghin cu th trng thng phm sai lm khi vi vng tm kim thng tin s cp m khng tm kim cc ngun th cp. D liu th cp thng rt sn v hu nh khng mt tin. Cc ngun th cp bao gm: nhng bn ghi ni b cng ty; cc n phm ca chnh ph; cc t chc thng mi, chuyn gia v t chc kinh doanh; cc ban nghin cu trng i hc; th vin; v cc hng qung co, t vn

Th hin cc kt qu nghin cu trnh by u ra ca nghin cu Marketing cn phi c mt s hng dn trnh by cc nh gi d liu tm c qua cc giai on thu thp. iu quan trng l nh nghin cu Marketing v ngi s dng nghin cu phi hp tc vi nhau mi bc thit k nghin cu. Mt s thit k thng khng s dng c v ngi dng khng c hiu c nhng tho lun di dng v gii hn nghin cu hoc v dng k thut khng ph hp. Bn cnh bo co vit tay, cn phi c trnh by bng li m rng hoc lm r hn kt qu nghin cu.

Nhng xu hng ca tng lai Nhng ci thin ng k v nghin cu th trng chnh l nh s dng cc k thut thng k tin b. Vic ny gip gim ri ro v tng s qu quyt khi ra quyt nh kinh doanh. Tuy nhin, nghin cu khng phi l mt qu trnh ring l. Nghin cu ng vai tr quan trng i vi nhng quyt nh ra v s ra, ng thi m bo d liu nghin cu lun lun cp nht.

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CHNG 3 NGI TIU DNG V TH TRNG MC TIU HC TP: Sau khi hc xong chng ny bn c th:

1. nh ngha th trng 2. Hiu c sc mua tim nng ca ngi tiu dng 3. Xc nh cc khon chi ph khc nhau 4. Lit k v m t c im ca cc phn on th trng 5. nh gi v tng hp chin lc dng sn phm ton b

Chng trnh Marketing tng th ca mt cng ty ph thuc vo nhng gi nh m cng ty a ra i vi th trng. Mi phn on hoc th trng mc tiu phi c xc nh v (1) quy m, (2) a im, v (3) bn cht v cc c im ring. Th trng tng hp v hng tiu dng ti M l ton b dn s nc ny. Cc s liu v dn s c chia theo khu vc a l; ngun thu nhp trn c s giai cp v cc mc thu nhp tng ng. Khi nghin cu c im ca phn on th trng, nh nghin cu phi ch n cc nhn t nh tui tc, gii tnh, tnh trng gia nh, vn tn gio, cc vn v chng tc v dn tc, trnh hc vn v mc thu nhp, chi tiu. Cn c bit ch n nhng thay i lin quan n bng n dn s, s pht trin ca cc th v cc thnh ph ln, tm quan trng ngy cng tng ca th trng dnh cho ngi cao tui v gii tr. Qun l Marketing cng cn ch n nhng iu nh vy, mt nh nghin cu phi nh rng loi thng tin nh th ny ch thc s c tc dng khi c h tr bi hiu bit v tp tnh v ng lc thc y ngi tiu dng (xem chng 5 v 6)

nh ngha th trng Th trng c th nh ngha theo nhiu cch, nhng v c bn mt th trng ch ni c nhu cu i vi sn phm v dch v, v phi c 3 nhn t tn ti:

1. Nhng ngi c nhu cu nhu cu mong mun, nh thc n, qun o, v s an ton, hay bt c th g m ngi tiu dng thy cn hoc hu ch cho h.

2. Sc mua l mt nhn t c bit ca nhu cu. Cho d nhu cu, c mun, mong c ca ngi mua l g i na, th i vi cc mc tiu Marketing, chng cng tr thnh v tc dng nu ngi mua khng c kh nng th hin chng thnh hot ng mua.

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3. Tp tnh mua l phong cch ngi mua din t nhu cu, mong c v mong mun ca h. N lc hiu v tc ng n tp tnh ngi mua l nghin cu tp tnh tiu dng.

Sc mua tim nng Ch khi mt ngi c tin hay kh nng mua hng th ngi mua hng mi c coi l khch hng tim nng. D liu v thu nhp c th hin bi GDP. S phn phi thu nhp thay i t cc gia nh c thu nhp thp (phn phi hnh kim t thp), ti m hnh kim t thp o ngc ch 70% cc gia nh c thu nhp vt qua $15,000. Nhng d tnh v tng lai ch ra rng ngy cng nhiu gia nh t mc nh phn phi thu nhp ca m hnh.

Cc loi chi tiu Ni c tr ca cc h gia nh c mt nh hng c bit n c cu chi tiu. Chng hn nh thu nhp theo ng la min nam nc M thp hn so vi cc vng khc, d thu nhp thc s tip tc tng tnh trn mi u ngi. Tng chi tiu ca h gia nh thp hn nhiu so vi cc vng a trung hi, h chi tiu ch yu cho giao thng v rt t cho nh ca.

Tp tnh mua. Tp tnh mua lin quan n nhng l do v tm l, trit hc, v x hi. Mt th trng khng ch l nhng c nhn phn ng vi cc n lc Marketing. Mi th trng ln bao gm mt lot cc th trng nh hn gi l cc phn on. Hnh 3-1 minh ha nh ngha phn on th trng. Trong v d ny, ton b th trng c phn on thnh th trng dnh cho ph n, tr em v nhng ngi tiu dng khc vi mc thu nhp hng nm l $10,000 hay thp hn. Trung tm ca vng trn th hin phn on cui cng, mt c nhn. Cc nh qun l Marketing khng quan tm n nhng ngi tiu dng n l v khi sn xut cho mt khch hng s khng c li v mt kinh t.

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tm kim s kt hp sn phm-th trng em li li nhun, c th dng hai chin lc sau: (1) chin lc dng hn ch v (2) chin lc dng m rng

Chin lc dng sn phm hn ch. Khi dng chin lc ny, nh nghin cu th trng s tung ra ch mt loi sn phm hay mt dng sn phm hn ch. Khi , nh nghin cu s coi nh ton b th trng ch c mt ng cu cho sn phm. V kh cnh tranh ca sn phm khi s l c im khc bit ca n so vi cc sn phm khc. Khc bit v sn phm c nhn bit thng qua chi ph ln cho qung co mnh. Nhng khon chi v qung co ny nhm h tr cho thm nhp nhanh vo th trng song cng rt mong manh. Mc tiu chnh ca chin lc ny l trnh cnh tranh gi c v a sn phm cnh tranh trn c s khng lin quan n gi, m trn c s sn phm ca ti tt hn sn phm ca anh. Trong nhiu trng hp, s khc bit ca sn phm ch l do tm l, cn s khc bit vt cht thc t khng c hay khng ng k.

Chin lc dng sn phm m rng Chin lc ny da vo vic xc nh mt lot ng cu ca nhng phn on khc nhau trong mt th trng ln, trong mi phn on c nhng c im ring. Nh nghin cu th trng s c gng iu chnh ph hp v thm nhp su hn vo mi phn on nhm m rng th trng cho sn phm. Chin lc ny t ph thuc vo qung co v ph thuc nhiu vo vic phn phi v s nhn bit ca ngi tiu dng. Chin lc dng sn phm m rng coi phn on th trng l v kh cnh tranh v c gng nh gi ring cho cc phn on nhm thu li nhun n l hay tp trung. Phn chia gi hay phn bit gi l nhn t ch cht

17/92

trong vic phn on th trng v n cho php ngi bn nh cc mc gi khc nhau cho cc khch hng khc nhau da trn cng mt loi sn phm hay dch v. Mt hng phn on th trng thnh cng s buc cc i th cnh tranh phi iu chnh th trng ca mnh. Mustag ca Ford c c mt phn on th trng nhng sau li nhanh chng b sao chp bi i th cnh tranh nn phi dng chin lc sn phm khc bit.

Mt s c im ca phn on th trng Phn on th trng t ph thuc vo qung co hay xc tin m da vo lp k hoch sn phm v mc ph hp vi khch hng. Da vo chin lc dng sn phm hn ch v chin lc dng sn phm m rng, ta c th kt lun rng s kt hp sn phm-th trng hiu qu nht i hi phi c o lng chnh xc nhng im khc bit trong mi th trng v xc nh cc phn on theo nhng im khc bit . Xu th ny mt ln na nhn mnh tm quan trng ca vic iu tra, phn tch th trng ng thi p dng cc k thut nghin cu. Mt s kt lun quan trng v phn on th trng c a ra da trn cc nhn t sau: Mu sn phm. Trong kiu phn on ny, cc c im vt l ca sn phm c thay i cho ph hp vi cc phn on khc nhau. Nhng im khc bit v gi v cht lng Chng hn nh trong ngnh thi trang cho nam gii, mt o s mi cht lng cao c th c lm bng si cotton tt nht. Tuy nhin, sn phm c cht lng thp hn s dng loi cton tt nht ch phn c o v tay o m thi. Chng u c cng dng nh nhau v o s mi thng b b i khi mt trong hai phn b mn rch. Mt kiu khc bit v gi-cht lng khc l sn xut sn phm vi cc c im thc s thp hn c v cht lng v cng dng. Lc tm l v thc y. y l lnh vc nghin cu kh khn nht v thc t l nhng ng lc ny i khi khng c nhn bit bi ngi tiu dng. Nhiu ngi c thc y mua sn phm v n th hin a v trong x hi hoc hnh nh bn thn. Hai v d cho trng hp ny l nhng ngi hn 40 tui li xe th thao khng mui hay hnh nh mt ph n bo ph trn cc cho rn. Cc nh sn xut n cho tr em bit rng ngi ln tui l mt phn on th trng cho sn phm. l hnh nh ca nhng khe mnh, nng ng v c a s nhng ngi cao tui khi mua thc n cho tr em thng ci v ni: Dnh cho cc chu ti

Chin lc dng sn phm ton b Doanh s bia l mt v d in hnh cho thy ti sao vic kt hp cc nhn t l cn thit trong mt chin lc Marketing tng th. Doanh s v bia khc nhau do khu

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hiu qung co khc nhau: R rng l Lm du cn kht, khe mnh v trng kin v c bp l nhng th khng th thy c qua cc cuc th nghim hng v. T c im sn phm c minh ha trn, cc nh my bia c gng phn on th trng tiu th bia theo v, hnh nh v gi c khc nhau. Vic ny c lm bng cch pht trin mt loi bia vi gi thp, c km b ngoi mi l v hnh nh xc tc. Thm nhp th trng su hn bng cch mua cc nh my bia ni a cung cp loi bia a phng vi gi c chung.

19/92

CHNG 4: CHI PH MARKETING V CC CHIN LC MC TIU HC TP: Sau khi hc xong chng ny bn c th:

1. Tnh ton chi ph bin i ca Marketing 2. M t chc nng sn xut c bn 3. La chn v gii thch chc nng quy trnh n l 4. Gii thch v th hin theo bc m hnh chi ph 5. Xc nh v tho lun nn kinh t theo quy m 6. Thc hin cc chin lc nng cao kh nng 7. Xc nh thi gian sn xut 8. Dng mt qu trnh t c u ra bn vng 9. Phn loi dng sn phm gm c dng qu rng v dng qu hp 10. Gii thch by dng tng th ca i th cnh tranh 11. Gii thch kinh doanh ln v kinh doanh xung 12. Ni r vic m rng qu mc hnh nh sn phm 13. Lit k v xc nh cc tiu chun li nhun 14. p dng chu trnh nh gi cc quyt nh chi ph - li nhun 15. Xy dng nh hng Marketing 16. Gii thch quan im tiu dng

Chi ph l mt bin s trong Marketing. Nghin cu phn on th trng gip xc nh cc c im mi trng hay c im ring ca mi phn on. Thng thng khi xc nh th trng mc tiu, cn phi quan tm n nhiu bin s khc nhau, sau gii quyt tng bin mt hay kt hp gii quyt nhiu bin s cng nhau. Mt bin s c lp c tm quan trng ln l chi ph. Trong chng ny chng ta s xem xt nhng nh hng ca gi i vi cc quyt nh Marketing.

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Chc nng sn xut c in

T l u ra. Cc chc nng kinh t c bn, nh minh ha trong hnh 4-1 gi nh tng chi ph c nh (TFC) hay vn tng th, nh xng v thit b, m ngi ta s thm vo chi ph bin i (TVC), nhn cng v nguyn vt liu to ra u ra khc nhau (xem hnh 4-1A). Tng chi ph c nh i din cho chi ph v nh xng hay thit b, ch kh nng sn xut100%. Nu tng s vn l $1,000 th mt n v s c tng chi ph c nh l $1,000. Nu 2 n v th mi n v s c chi ph c nh $500 v c nh vy. Do chi ph c nh mi n v s gim khi s n v tng ln. Tuy nhin sn xut c nhiu n v hn, nh my s phi thm vo chi ph bin i cho nhn cng v nguyn vt liu. u ra tng. Tng sn xut s lm tng u vo di dng nhn cng v nguyn vt liu hay chi ph bin i. Xem hnh 4-1A v B. Vic gia tng ny s gy ra cc im nghn, thiu ht hoc t on hay nhng kh khn khc dn n kh nng sn xut khng hiu qu. Xem AVC trong hnh 4-1B v TVC trong hnh 4-1A. Tuy nhin nu mun tng t l u ra, cn phi quyt nh s tng u ra da vo nh xng hin thi hay mua mi cc trang thit b c hiu sut cao hn.

21/92

Chc nng quy trnh n Trong hnh 4-2 cc n v vn (chi ph c nh) c kt hp vi cc chi ph bin i

(lao ng v nguyn liu) theo mt ch s c nh. tng sn xut di nhng iu kin nh vy nh my s phi thm vo my mc hay n v chi ph c nh v ngi vn hnh hay n v chi ph bin i. iu ny dn n chi ph cho mi n v tng thm khi n v sn xut tng thm c xc nh. Chng hn nh nh sn xut may mc, n v sn xut l my may v ngi vn hnh my, hoc mt ngn hng hoc thu ngn ngn hng c nhng n v cng vic xc nh. Cc n v thm vo s khng lm thay i chi ph cho n khi bn s dng kh nng ca chng.

M hnh chi ph theo bc Nu cc trang thit b ca hng hot ng vi 70 % kh nng (xem hnh 4-3A) ti im A, hng s tnh ton c chi ph tng th v chi ph n v ti cng sut chy my . Gi s rng lc lng bn hng quyt nh tng doanh s t im A n im A+, chi ph ca cc n v tng thm s nh th no? Cc n v c vn gi nguyn mi quan h chi ph li nhun. Tuy nhin tng thm n v sn phm, hng s phi nng cng sut ca thit b ti 90% (xem hnh 4-3B). Cc nhn t chi ph khi chy cng sut ny c th thay i mi quan h chi ph li nhun do chi ph b tng ln: 1. Dng thm thi gian 2. Cc sp xp theo hp ng ph 3. Thng cho cc ca lm vic khc nhau 4. Mua nguyn vt liu th trng bn ngay ch khng phi cc hp ng di hn

22/92

M hnh theo bc ch ra rng chi ph bin i s tip tc ln ti im A, hay ti tn khi mi quan h chi ph cao hn xy ra (t im A n A+). Kt qu tng ln v s lng s lm tng chi ph n v, do gim li nhun trung bnh ca mi n v. Nu mt hng hot ng vi ng bin li nhun hp, th vic tng chi ph s dn n l.

Nn kinh t theo quy m S lng khng tht. Cc nh nghin cu th trng thng c xu hng tng doanh s bng mi gi. L do th hin 3 m hnh chi ph khc nhau l ch ra chi ph bin i nh th no khi cc iu kin sn xut thay i. Cng bn nhiu cng thu nhiu duy nht ch ng khi cc iu kin v chi ph bt bin hnh 4-2, MC=AVC. Trong nhng tnh hung sn xut khc, li nhun s c ti a ha vi doanh s t hn.

Tng kh nng Khi t l u ra thay i th tng chi ph v chi ph n v cng thay i (hnh 4-1A) v (hnh 4-1B). Trong trng hp mt hng phi ra quyt nh m rng/xy thm. Nu quyt nh l xy dng c s mi th chi ph qun l di hn trung bnh s l iu cn cn nhc ch yu . ng chi ph trung bnh trong sn xut di hn (LRAC). tn dng nn kinh t theo quy m v tng kh nng sn xut hin ti, cn phi quyt nh quy m c s c xy trong tng lai.

23/92

ng LRAC c xc nh bng cch kt ni cc im y ca cc c s c quy m

chp nhn c, th hin bi mt chui lin tip cc ng chi ph trung bnh trong sn xut ngn hn (SAC). Xem hnh 4-4. SAC1 l c s hin ti, tng c tng sn xut t 400-900 n v. mc sn xut 900 n v, SAC2 s c quy m hiu qu hn c s thit b hin ti v chi ph mi n v gim i. Tuy nhin d bo v doanh s di hn m tt p th cng ty phi xy thm mt c s ln hn, SAC3. V mt ngn hn, SAC3 s c hot ng di im X, im chi ph - sn xut ti u. Chi ph mi n v s gim xung khi s lng sn phm tng dn n im X. im M (im hp dn) hay im c chi ph thp nht trong qun l di hn him khi t c v b mt thi gian vo vic hon thnh cc c s mi hay do cc iu kin bin ng ca th trng.

Thi gian qun l sn xut Cc nh qun l th trng mun c nhiu phng n chn la khc nhau cho khch hng tim nng nhm p ng mong mun ca h. Nu hng mun sn xut nhiu sn phm khc nhau th cn phi c thay i v dng sn xut, v iu ny nh hng n gi nh th no? Chi ph xc lp v t on. Cc chi ph ny thng tng t nh chi ph c nh trong hnh 4-1. Chng duy tr khng i cho d s lng sn phm c l bao nhiu i na. Cng nhiu sn phm th chi ph n v cng thp. Mt nh my t ng c hiu qu sn xut ln; Tuy nhin, ngi ta nh gi rng Chevrolet c th sn xut ht cng sut trong hn 1 nm v khng bao gi cng mt loi xe hi 2 ln. Mt chnh sch tng sn phm v thay i c th lm tng doanh s nhng cng c th lm tng chi ph mt cch thiu cn i. Tht thot kinh t. Sn xut ngn hn c th rt tn km v tht thot kinh t lin quan n t hng, ng gi, vn chuyn vi s lng ln. Khi sn xut vi thi gian ngn

24/92

th s khng c cc khon chit khu vn thng dnh cho cc n hng ln v cc khon tit kim chi ph lu kho v vn chuyn.

S n nh ca u ra iu hp l v u ra n nh th hin bng s hiu bit rng u ra bin i t hn. Nu vo mua thu ch c 1/4 trang thit b vn hnh, th ma xun l 3/4 v u ma h cao hn mc sn xut ti u 10%, khi cc mc chi ph cao v khng hiu qu s tng thm rt nhiu. i vi u ra khng n nh: s pht sinh (1) t on v tinh thn v tuyn sn xut; (2) quay vng nhn s cao; v (3) thiu ht hay tc nghn C mt im m ti tng sn xut hay thay i khng lm tng chi ph ng k. Khi mun kt hp sn phm-th trng, th vic tng sn xut s to ra cn tr i vi kh nng sinh li. Mt s nhng kh khn ca chin lc dng sn phm m rng v hn ch l g?

Cc dng sn phm qu rng v qu hp iu ny dng nh i nghch nhau. Mt nh qun l th trng lun n lc m rng sn phm nhm phc v nhiu th trng ring bit. Lc lng bn hng s phi phn b ngun lc ti nhiu th trng, hiu qu s gim bt cho n khi khng cn th trng no thm nhp. Cng lc dng sn phm ti mt hay nhiu phn on s b yu i, nhm p ng nhu cu ca mt s lng ti thiu khch hng hay nh bun phn on khc mt cch hiu qu. Tnh hung ny ngy cng tr nn ph bin vi xu hng cc dng sn phm a dng.

By ca i th cnh tranh dng sn phm ton b Thc t cho thy cc nh nghin cu th trng tp trung vo dng sn phm tng th thng thnh cng hn so vi i th ch chuyn mt dng. Mt s li th l:

1. Sn phm c sc mnh th trng ln hn h tr nhng sn phm yu hn khi c bin ng.

2. S tha nhn ca khch hng i vi mt sn phm, nu tt, c li cho c dng sn phm.

3. S u tin ca trung gian cc trung gian sn sng lu v h tr dng sn phm m rng vi doanh s ln hn v tim nng li nhun cao hn.

4. nh hng xc tin chi ph ca vic xc tin s c chia u cho nhiu sn phm

5. Quyn kinh doanh kh nng thit lp cc phng tin phn phi rng ri. Nhng li ch ny cng ng thi to ra by. Cc cng ty s bng mi cch a thm sn phm mi trn c s bin h: chng ta phi l nh cung cp dng sn phm y . Nh vy, cn phi t ra mt s cu hi l:

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1. nh ngha chnh xc v chnh sch dng sn phm y l g? 2. N c o lng theo cc iu kin tng i hay tuyt i? 3. iu kin c ngha g i vi kinh doanh? 4. Liu c th vt qua vic sp xp dng sn phm y ?

Kinh doanh ln v kinh doanh xung Kinh doanh ln l vic a ra sn phm c gi cao hn so vi dng sn phm gc. Kinh doanh xung l tung sn phm vi gi thp hn dng sn phm gc. C 2 phng php ny u dn n vic mt cn bng gia dng sn phm mi v c v nhng l do khc nhau. Kinh doanh ln. Khi kinh doanh ln, kh khn ln nht l phi c c s chp nhn i vi dng gi cao ca ngi tiu dng vn quen vi dng sn phm gi thp. Cc nh sn xut ng h nh Timex hoc cc nh sn xut camera khng thnh cng khi thm nhp vo th trng vi gi cao. i khi sn phm gi cao c tung ra ch yu thc y uy tn ca cc sn phm gi thp hn. Kinh doanh xung. Khi kinh doanh xung, doanh s ca sn phm mi khng ln b li dng sn phm c c gi cao hn. Mustang ct gim doanh s Fairlane mnh nhng tht may mn l vn s lng khng b l v cn ng gp thm tng li nhun. Rt t dng sn phm mi c th lm c iu ny

M rng sn phm qu mc Gi s sn phm ca hng a ra l dnh cho nhng nhm c thu nhp trung bnh, thu nhp thp v nhng ngi cao tui. Hng c th b mt u th phn on nu c gng a sn phm ny vo phn on dnh cho nhng ngi tr tui, hin i v a thay i. Nhng c gng nhm lm mi hnh nh sn phm tng th trng, thng to c hi cho cc i th cnh tranh xm nhp m i khi sn phm c lm mi li khng em v kt qu g. Trong tnh hung ny nn gi vng hnh nh sn phm hn l lm mi chng.

Cc tiu chun li nhun Cho d chin lc Marketing ca mt hng c nh th no th li nhun vn l mc tiu cui cng. Nhng li nhun l g? Nhng chi ph thch ng trong vic quyt nh mc li nhun l g? Quan im k ton. Mt k ton vin coi li nhun l phn cn d ra sau khi ly tng doanh thu tr i tt c chi ph. Chng hn nh li nhun l khon thu ca mt tp on sau khi tr c tc. K ton vin tnh ton li nhun da trn mt lot d liu. iu quan trng l tnh chnh xc v mc tiu khi lu cc hot ng xy ra ca hng cho d ngi ta nhn ra rng nhng d liu ny khng to ra nn tng c bn cho cc

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quyt nh kinh doanh hin thi. Cc tiu chun li nhun khc nhau c t ra ph thuc vo mc tiu lp k hoch. Mt s v d nh sau: Li nhun u t (ROI). Mt hng c th ra chnh sch khng xy thm bt k nh my no nu k hoch tnh trc khng cho thy t nht 18% li nhun thu hi. Li nhun u t l ngun thu nhp c phn chia bi cc khon u t vo ti sn. Li nhun mi c phiu. Nu mt hng c chnh sch tr c tc hng nm th bt k quyt nh tiu chun li nhun no cng phi cp n khon li nhun dng tr cho c tc thng thng. Ch s li nhun theo doanh s. Trong trng hp ny tiu chun li nhun ph thuc vo s lng. Mt s phn trm nht nh, gi s 12% doanh s, c t ra coi nh mc tiu li nhun. S lng tin USD. y l cc tiu chun li nhun tuyt i, thng da trn cc s lng bn trc . Phn on li nhun. Cc mc tiu kh nng sinh li c t ra i vi cc dng sn phm, cc ca hng, doanh s ca hng bun v hng bn l, cc b phn ca cng ty, hay cc phng mua bn thng mi v chnh ph. Mt cch l tng th ng gp ca mi phn on s ng gp vo tiu chun li nhun chung.

Quyt nh chi ph li nhun Chi ph chm. Chi ph chm l khon tin u t vo doanh nghip. Mt v d in hnh ca chi ph chm l chi ph khu hao, phn b chi ph mua ti sn cho giai on s dng ti sn . V chi ph khu hao khng th hin bng tin mt trong tng lai nn n c coi l chi ph chm. Doanh thu lin quan n cc quyt nh Marketing tng t nh chi ph lin quan th hin dng tin mt chy vo s bin i ty theo quyt nh a ra. Khi cng ty xe hi Ford quyt nh ngng sn xut Edsel v chuyn sang Mustang, chi ph u t vo ti sn sn xut Edsel khng c tnh vo quyt nh. y l mt chi ph chm. Cng ty phi xem xt cc khon thu trong tng lai theo 2 phng n. Ti sn dng sn xut Edsel c bn (y l s liu lin quan v th hin dng vo tin mt tng lai), ti sn dng sn xut Mustang cn phi mua (dng ra tin mt tng lai). Kt qu cho thy mt nguyn tc: nu cc ti sn c dng trong cc chng trnh Marketing hin ti c th em li li nhun nhiu hn khi c b i th khi cng ty nn thay cc ti sn . Chi ph c hi. V d v Edsel/Mustang minh ha cho nh ngha v chi ph c hi. Thut ng ny ch ra rng nhng chi ph khi dng cc ngun lc vo mt hot ng th khng ch l gi tr thc t ca cc ngun lc m c nhng gi tr c th b b l.

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Quan im Marketing ng vai tr l mt trung tm li nhun, chc nng Marketing phi nhn ra c nhng thay i s dn dn n thay i v k ton li nhun. Thng th cc nh qun l ch bn tm v s lng doanh s lng doanh s hn l v cc tiu chun sinh li. Trong giai on doanh thu suy gim th vic cn lm l tm ra p lc ca nhng nhn t gy gim gi v tng chi ph qung co. Theo xu hng li nhun tp trung, Marketing s mua t khu sn xut v thc hin chc nng n v kinh doanh theo chnh sch chung ca hng. Nhng sa i v t chc, th tc l cn thit chuyn sang h thng li nhun tp trung. Tuy nhin, hot ng ny s d dng hn khi giao cho nhn vin Marketing chu trch nhim k ton i vi hot ng ca mnh mt s trao i c li.

Quan im ngi tiu dng Khi ngi tiu dng thy rng gi ca sn phm hay dch v qu cao th phn ng t nhin l h li cho hot ng Marketing gy ra gi cao hoc i hi li nhun qu mc. Nhng xu hng gn y v php l v bo v ngi tiu dng l nhng iu rt ng quan tm i vi vic xem xt li nhun chi ph truyn thng ca cc doanh nghip.

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CHNG 5 NGI TIU DNG L MT NHN T BIN I MC TIU HC TP: Sau khi hc xong chng ny bn c th:

1. Xc nh v nh gi phn ng ca ngi tiu dng 2. Xc nh cc nhm thi quen, thi v cc ng c 3. Xc nh cc mu hnh vi theo nhm 4. M t v tho lun kin lnh o

Lnh vc nghin cu tp tnh tiu dng l mt trong nhng lnh vc m Marketing kh c th hiu r. Nghin cu la chn ca ngi tiu dng bao gm vic nghin cu ng lc mua v iu tra ti sao h chn sn phm v thng hiu khc nhau v ci g thc y ngi tiu dng c x nh vy. Cc nh nghin cu th trng phi xc nh phn ng khc nhau ca khch hng nhm kt hp cc nhn t ca Marketing hn hp.

Phn ng ngi tiu dng Khi xem xt l thuyt kinh t c bn cng ty thy rng nh kinh t hc mun ch ra mi quan h qua li gia kch thch phn ng (S-R), kch thch nhng thay i v gi v phn ng nhng thay i v s hng mua (xem hnh 5-1). Tuy nhin chng ta phi thc c rng bt k ng cu no cng c 3 nhn t: s thch, thu nhp v gi cc mt hng khc. Nu gi tng t im P n P1, phn ng ca ngi tiu dng l s lng hng mua t hn (Q n Q1). Nu gi gim t P n P2 th phn ng ngi tiu dng l s lng hng mua nhiu hn.

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iu ny nghe c v hp l. Nu gi gim mt ln ngi tiu dng c ng lc mua nhiu hn. Nhng ln th 2, ln th 3 th s th no. Khi s thch hay mt trong nhng nhn t cn li c th thay i. Gim gi c th dn n tm l coi hng l km cht lng. Trong trng hp nh vy phn ng ca ngi tiu dng s khng nh mong i. i khi sn phm khc bit c th lm cho vn gi c tr thnh mi quan tm th cp ca ngi tiu dng. V c bn c th kt lun: Nhn t kch thch, thay i gi hay nhn t khc ch nh hng n phn ng ngi tiu dng hoc to dp cho phn ng. N khng quyt nh phn ng. Trong hnh 5-2, ngi tiu dng c coi l mt nhn t vo mt v tr tc ng gia nhn t kch thch v phn ng a ra. Hu ht thi quen, thi , v ng lc u c nghin cu vi cc mc thay i khc nhau. Hnh 5-2

Da trn nhng thi quen v thi v ng lc , ngi tiu dng di tc ng ca Marketing hay nhn t khc (kch thch) s a ra mt phn ng. Hng ( nh) s nh gi phn ng c th xy ra bi nhn t kch thch v so snh phn ng (thc t)

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vi tin liu ban u. Nu m hnh kch thch phn ng ng vi mong mun th hng s lp li hnh vi thng mi (hay dng bt k k thut no) cho n khi m hnh S-R khng cn hiu qu.

Xc nh cc nhm thi quen, thi v ng lc Nu phi tip xc vi mi c nhn th cng vic nghin cu th trng l khng xu. Ngoi l do phc v cho phn on ch c mt khch hng th khng kinh t, chng ta khi ging nh mt nh tm l ch khng phi mt nh qun l Marketing. Tuy nhin mt lnh vc ca tm l l tm l x hi nghin cu tm quan trng ca tp tnh nhm tiu dng trong x hi. Bng cch nghin cu nh hng ca nhm i vi thi c nhn, chng ta s nhn ra cc phn on hay cc nhm c nhn c phn chia bi nhng nhu cu chung hay cc xu hng ging nhau lm cho h phn ng ging nhau.

M hnh nhm hnh vi Hu ht trong s chng ta u quen thuc vi thut ng tin n, mt v d in hnh v cc thng tin khng chnh thng. Ngay khi cc nh qun tr nhn ra tin n, cc nh qun l Marketing s phi xc nhn, nh gi v ln d n cc m hnh nhm hnh vi trong ton b th trng. Nhng c nhn m c s thch khng thuc bt k nhm no s khng ng p ng nhu cu ca h v doanh s thp. Cc c nhn khi s t tm cc c nhn hay nhm tng t nhp thnh mt nhm x hi. Mc d cc m hnh hnh vi c nhn cho thy rt nhiu kiu s thch, ta vn c th xc nh nhm c nhn c x tng t nhau. iu cho php tm v xc nh nhm thi quen, thi v ng lc. Cc nhm ng lc. Cc nhm ng lc khi tc ng ln cc nhm x hi thng to ra cc xu hng tp trung. Vic y mnh cc xu hng tp trung ny ph thuc vo s ln lp li v s ln tng cng. Khi s c s thng nht trong mt nhm v nhm hnh vi c to lp nh trong hnh 5-3.

Xc nh nhm hnh vi Phn tho lun trn ch ra rng cc ng lc mua hng ca c nhn b nh hng bi ngi khc, c th l c nhn hoc nhm. Bt kp vi gia nh Jone v xu hng tp trung cc c nhn, h tr cc nh qun l Marketing nhn ra cc nhm hnh vi. Phn loi cc nhm: 1. Nhm thng thng. Nhm thng thng l bt k n v no c c cu, nguyn tc v p lc, v cc quy trnh khc lin kt cc thnh vin nhm t mc ch chung. Nhng n v ny bao gm cc gia nh, cc n v kinh doanh, i bng hay nh th. 2. Nhm khng thng thng. Nhng nhm ny thng l nhm thuc phn giao nhau ca cc nhm thng thng. Thng th tt c cc c nhn ca mt nn vn ha

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u thuc v nhm khng thng thng hay mt nhm khc. Coi nhm thng thng l c s phn loi ta c th thy nhiu nhm khng thng thng khc nh:

Thng thng Khng thng thng

Gia nh Cha m, con ci n v kinh doanh Cc lnh o cng ty, th k Cc i bng Vn ng vin, tin v, hun luyn vin n v nh th Cha o, ngi i nh th 3. Cc tng lp x hi. W. Lloyd Warner, mt nh nhn loi hc, pht trin mt h thng giai cp da trn thu nhp, ni c tr, ngh nghip v nh ca. Nhng kt lun ca ng c cc nh nghin cu th trng quan tm khi Chicago Tribune thc hin nghin cu v m hnh tp tnh mua da trn cc giai cp x hi phn loi bi Warner nh sau: Thng lu. Gm cc gia nh gc thng lu (thng lu thng lu) v nhng gia nh mi giu (di thng lu). Trn trung lu. Nhng doanh nhn thnh cng hoc cc chuyn gia. Di trung lu. Cc cng nhn tri thc, cc thng nhn nh, nhn vin vn phng. Trn h lu. Cc cng nhn, lin on lao ng, cng nhn c k nng. H lu. Lc lng lao ng khng c k nng, nhng ngi nhp c, nhng ngi c a v thp km

kin lnh o Cho d cc nhm c phn loi l thng thng hay khng thng thng th mi nhm cng c mt ngi ch o hay cc lnh o, nhng ngi tin phong v cc hnh ng ca h c khm phc hoc noi theo. kin lnh o gm 2 loi: 1. kin lnh o kiu thng. Da trn tm l ua i. Bao gm thnh cng v mt c nhn hay hnh nh thng lu. Pha bn phi ca hnh 5-4 l 6 tng lp x hi phn bit bi Warner. Nhng tng lp ny u b nh hng bi cc kin lnh o khc nhau. Mt s sn phm c th nh o lng th, xe hi t tin hay nh c b bi l chn dung ca cc hnh nh thng lu. Mt s ngi c th nh ngi sao ca nhc hay vn ng vin ni ting em li hnh nh cho sn phm. Xu hng sn phm gn vi con ngi nhm tn dng thng hiu bng cch bng gi rng nhng ngi ni ting hay cc c tnh ca h c th l ca bn n gin ch bng cch mua sn phm X.

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2. kin lnh o kiu ngang. kin ca ton b nhm ph thuc vo kin lnh o ca mi cp. Thng c c bng cch ni chuyn trc tip vi nhng ngi cng a v, y c th l cch gy nh hng nhiu nht. Khng c phng tin qung co thuyt phc bng vic ng nghip k vi bn v mt sn phm tt m h dng gn y. Nh th hin trong hnh 5-4, c kin lnh o kiu thng v kiu ngang u c th tc ng trc tip hoc gin tip. iu ny ch ra rng c nhiu cch nh hng ti tp tnh mua hng ca ngi tiu dng. Ch hp l khi ngh rng nu phn on th trng l mc tiu, khi qung co s ch tp trung vo phn on y vi cc hot ng qung co thu hp v chuyn su hn.

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CHNG 6 THC Y TIU DNG MC TIU HC TP: Sau khi hc xong chng ny bn c th:

1. Xc nh nhu cu v mong mun ca ngi tiu dng 2. Phn bit cc ng lc thc y c bn v la chn. 3. Phn bit cc ng lc mua hng cm tnh v kinh t hay l tr. 4. Gii thch cc ng lc thc y bo tr 5. Phn loi ngi tiu dng theo tp tnh mua 6. Thc hin nghin cu thc y tiu dng 7. Bo v ngi tiu dng

ng lc thc y mua hng l nhng nhn t kch thch tim n vo mong mun ca ngi tiu dng lm cho h mua mt s loi v s lng hng ho c th. Mc d mi ngi c x khc nhau trong mi tnh hung, h vn c xu hng hnh ng theo cc m hnh c th xc nh.

Nhu cu v c mun Con ngi ai cng c nhu cu v c mun. Phn bit gia nhu cu v c mun l iu rt kh. Tuy nhin nhu cu ca con ngi thng quan trng hn ci h mun - c xc nh da trn vn ho v x hi m h sinh sng. Nhng nhu cu v c mun u dn n nhu cu i hi phi c tho mn l ng lc mua hng c nh nghin cu th trng quan tm. Nhu cu, c mun v ng lc c th bt ngun t tm l, sinh l hay x hi v vn ho. Cc nhn t ny c hc tp hoc c tha hng. Mt s hc gi c bit l Abraham Maslow v Douglas McGregor phn tch cc ng lc thc y ny v xp th t ca chng theo mc nh hng.

1. Nhu cu vt cht tm sinh l 2. Nhu cu an ton 3. Nhu cu c yu thng v tha nhn 4. Nhu c tn trng v c a v 5. Nhu cu t khng nh

hiu c bn cht ca nhng nhu cu ny bn phi t hi chnh mnh rng bn s lm g nu nh ang i v ch c tin mua bnh kp tht hoc xem phim. iu ny cho thy rng ch sau khi cc nhu cu c u tin cao c p ng th mi n cc nhu cu 4 v 5.

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Cc ng lc c bn v la chn Cc nh nghin cu th trng thy rng vic phn chia cc ng lc thnh c bn hoc la chn l rt hu ch. Cc ng lc c bn bt ngun t nhng nhu cu chnh yu c th c tho mn bi nhiu loi sn phm. ng lc la chn bt ngun t nhng nhu cu hay c mun m ch c th c tho mn bi mt sn phm nht nh - mt sn phm hay thng hiu c th - m ngi tiu dng a thch.

ng lc thc y mua cm tnh v kinh t hay l tr Cc nh nghin cu th trng phn loi cc ng lc thc y kh khch quan v hiu su sc rng cc ng lc ny rt a dng, phc tp v vic phn loi chng thnh cng s xc nh c tp tnh tiu dng. Hn na, nhng phn loi cm tnh hay kinh t c dng v chng h tr cho vic pht trin Marketing hn hp. Cc nhn t hn hp ny s to ra nn tng phn tch Nhng rc ri ca th trng. ng lc thc y cm tnh l nhng nhn t dn dt khch hng mua mt loi sn phm nht nh m khng xem xt k l do ti sao mua. S tho mn v mt cm gic - s, nm, nhn, ngi v nghe - l nhng nhn t thc y cm tnh quan trng. V s tho mn v tm l s thc y s a thch hay tha mn i vi sn phm. Cn c hng trm cc nhn t thc y tm l nh s s hi, s thoi mi v tnh sng to, s t ho, nng lc x hi v tnh t m. Cc ng lc thc y mua kinh t hay l tr bao gm nhng xem xt v tnh kinh t ca vic mua hng, vic lp t s dng, bn, cng dng, tin cy, s tin li, hiu qu khi vn hnh v cht lng dch v i km. Cc ng lc mua hng thng phn chia thnh cm tnh hay kinh t theo khi lng thi gian v suy ngh m khch hng dnh cho vic mua sn phm. iu ny c th khng ng. Mua hng cm tnh c th mt rt nhiu thi gian khi ngi tiu dng cn nhc tnh khng thc t ca sn phm, cn ngi khc c th mua mt th sn phm ch n gin do b thi thc. Nhn nh ny cng ng vi nhng ng lc mua hng kinh t hay l tr. Trn thc t, mt hnh ng mua hng c th gm c ng lc mua hng cm tnh v l tr.

ng lc thc y bo tr ng lc thc y bo tr l nhn t gii thch ti sao ngi tiu dng li la chn mt hng nht nh. Cng ging nh thc y sn phm, thc y bo tr c th l thc y kinh t hoc cm tnh. V cng tng t nh trn, chng rt a dng v bn cht v thng i lp nhau. Danh sch cc ng lc thc y bo tr kinh t hay cm tnh c th gm s tin li v a im, s a dng v mt hng, cht lng hng ha, cc loi dch v i km, trng by hp dn, gi lin quan n gi tr sn phm, s gip v nhit tnh ca ngi bn hng. Ngi tiu dng s tm n ni m h c th mua sn phm hay dch v mong

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mun mt cch tin li nht vi mc gi thp nht m vn p ng cht lng yu cu. Ngoi ra cn c nhiu ng lc bo tr tm l. Nhng nhn t thc y quan trng nht c th l kh nng x hi, tnh c nhn, s t ho. Mi ngi c th la chn mt ca hng khi h cho rng mua hng ti s lm tng uy tn ca h hay v h bt chc ngi m h khm phc. Vic la chn mt ca hng ca ngi tiu dng b nh hng bi v tr ca h trong x hi hay tng lp x hi. Mt s ngi mua hng s khng thch khi vo mt ca hng gim gi. Mt s khc li khng thoi mi khi vo mt ni qu trang trng. Cc xem xt v tm l mt ln na nhn mnh vo cch khch hng la chn ca hiu.

Phn loi khch hng theo tp tnh tiu dng T cc phn nghin cu trn, chng ta thy rng nhng thi quen v ng lc thc y khc nhau ca ngi tiu dng l nguyn nhn lm cho h a ra nhng quyt nh mua hng khc nhau trn th trng. Di y l mt s nhm ngi tiu dng c phn loi da trn tp tnh tiu dng.

1. Nhm khch hng chn thng hiu theo thi quen, nhng ngi ny c xu hng tho mn vi sn phm hay thng hiu m h thng mua.

2 Nhm khch hng xem trng gi c, l nhng ngi quyt nh mua hng ch yu da trn s so snh v gi hay tnh kinh t.

3. Nhm khch hng chung b ngoi, mua hng da trn v b ngoi v khng nhy cm vi thng hiu.

4. Nhm khch hng mua theo cm tnh, thch cc biu tng v xem trng hnh nh sn phm.

5. Nhm khch hng mi, nhng ngi khng c tm l r rng v hnh vi mua hng.

D nghin cu tp tnh tiu dng, ta cn phi thy rng la chn thc s ca khch hng b nh hng bi chnh con ngi c nhn ca h v cc c im ca sn phm. Thc y l quan trng, song cng c khi ngi ta mua bnh kp tht ch n gin v h ang i hoc n gi cm ti. Nhng h cng c th chn loi thc n c th v thi quen, v n ph bin hay v l do dinh dng. Phn ng thc s ca ngi tiu dng l kt qu tc ng ca nhiu ng lc khc nhau v mt vi nhn t trong s ngi tiu dng i khi khng thc c. Mc d ngi ta thng coi con ngi l nhng sinh vt ca thi quen, th nhng thi quen cng lun lun thay i. Nhng thay i nh vy dn n s thay i trong nhng ca hng, chng hn nh cc ca hng gim gi, mua rau qu trong cc siu th (ni tiu th khong 70% thc n hin nay), xu hng ngi tiu dng mua bn cc ca hng c s cnh tranh vi nhau ngy cng tng (tri vi s trung thnh v mt thng mi i vi mt cng ty hay mt hng cp cc phn trn), s pht

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trin t cc vng mua sm trong thnh ph ti cc vng ngoi thnh, s pht trin ca cc trung tm mua sm, s thay i v gi m ca ca cc trung tm mua sm vo c bui ti v ch nht. Nhng thay i v tp tnh tiu dng buc cc nh nghin cu th trng phi nm bt c chng bng cch p dng cc k thut Marketing.

Nghin cu thc y K thut ny s dng cc phng php tm l v x hi hc, bt ngun t cc nghin cu v cc vn rc ri kiu ti sao trong Marketing. S quan tm i vi nghin cu ny c thc y bi im khc bit m ngi ta thc t lu gia ci ngi ta ni s lm, ci ngi ta ngh hay thch vi iu m h thc s lm, thc s ngh hay thch.

Cc k thut nghin cu thc y Hai k thut c bn thuc lnh vc tm thn v tm l c cc nh nghin cu ng lc thc y s dng. Mt trong hai k thut l phng vn theo kiu tng thut, thng gi l phng vn su. Cn k thut th hai bao gm mt s cc k thut c c cu. 1. Phng vn su. K thut ny l mt cuc phng vn di v khng c c cu trong ngi phng vn khuyn khch ngi tr li pht biu t do v mt ch m khng s b cm on hay phn i. Trong c nhng cu hi dn dt ngi tr li c th a ra nhng nhn xt quan trng hoc gip cho cuc phng vn khng i chch hng. K thut ny i hi ngi phng vn phi c k nng tt. 2. Cc k thut phn chiu. Mt k thut nh th ny l mt bi kim tra dng t hp t. Trong bi kim tra, ngi nghin cu cp n mt t ng v ngi tr li s a ra t hoc nhng t ng xut hin ngay trong u sau khi nghe xong. Mt kiu khc ca k thut ny l kim tra dng cu khng y . Trong , ngi c hi s phi hon thnh mt cu dng nh Ngi bnh thng s thch thng hiu X hn bi v. 3. Kim tra c ti xc nh (TAT). y l mt k thut c k hoch c s dng rng ri. Cc nh nghin cu s a ra nhng bc tranh khng r rng hay m h v yu cu ngi xem k mt cu chuyn da trn bc tranh hay v iu tip theo m h ngh s xy ra trong bc tranh. Mc ch l nhm lm cho ngi c hi bc l cm gic v suy ngh ca chnh h trong tnh hung a ra. Mc ch ca hu ht cc k thut nghin cu tp tnh tiu dng l hiu c cch c x khc nhau ca ngi tiu dng. C v nh l ngi tiu dng, vo th bt li khi b nghin cu bi cc phng php ny. Tuy nhin v th ca ngi tiu dng trong vai tr l ngi mua ang lin tc c ci thin bi nhng u i ca cc cng ty, bi cc li ch thng mi, li ch kinh doanh v Chnh ph. Tt c nhng iu u h tr cho hot ng mua hng ca ngi tiu dng.

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Bo v ngi tiu dng Cc t chc t nhn. C rt nhiu cc t chc t nhn khng b iu khin bi cc cng ty sn xut nhm mc ch li nhun. Nhng cng ty ny ng vai tr gip khch hng. Cc nhm t nhn nh: Lin hip ph n c quyn bu c v cc Hip hi n doanh nhn khuyn khch (1) s pht trin v s dng cc chun mc sn phm, (2) nhn hiu y thng tin (3) trung thc trong qung co v (4) bn hng c thng tin. Hip hi cc nh vt l (AMA) v nha s chuyn nghip (ADA) i khi ng vai tr lnh o trong vic bo v ngi tiu dng l thnh vin ca t chc, song khng c cht ch. Cc tp ch. Readers Digest v nhiu tp ch khc thng pht hnh nhng bi bo nhm nh hng ngi tiu dng. Cc tp ch khc nh McCalls, Good Housekeeping, v Parents cn h tr rng hn bng cch h tr ti chnh cho hot ng th nghim sn phm c qung co. Tuy nhin h khng xut bn danh sch cc sn phm khng c ng h hoc khng ni r c s m h xp hng sn phm. Trong mt s trng hp, cng ty cn c c du chng nhn ca cc tp ch nu nh cc cng ty ny np bo co y v chnh xc. Cc nhm th nghim sn phm. Hai t chc ni ting c chc nng h tr ngi tiu dng l Tng cng ty nghin cu ngi tiu dng v Hip hi ngi tiu dng M. Hip hi ngi tiu dng ch ra rng c hn 1.25 triu ngi mua cc bo co tiu dng xut bn bi Hip hi. C nhiu bo co v tin cy ca sn phm cha nhng thng tin i lp nhau. Mt s yu im l xu hng nhn mnh cc c im vt l v b qua cc vn v thi trang hay trng thi, th nghim b hn ch v chi ph tn km v thc t l nhng sn phm m hng lin tc ci tin, khi c a ra th nghim thng lm cho nhng th nghim trc nhanh chng li thi. Li ch kinh doanh. Phng php bo v ngi tiu dng quan trng nht l s trung thc ca cc c nhn doanh nghip nhm cung cp sn phm ph hp tho mn ngi tiu dng. Khi c cnh tranh gay gt nhm gy cm tnh ca khch hng th khi khch hng c bo v tt nht. Nhiu tp on ln c cc phng th nghim ring hoc s dng cc phng th nghim bn ngoi kim tra sn phm trc khi tung ra th trng. Hip hi thng mi. Mc d chc nng chnh ca hip hi thng mi l phc v cho cc chc nng ca ngnh, chng cng c th h tr cho ngi tiu dng. Nhng nh bn bun xe hi v cc nh sn xut thuc l p dng cc m s qung co i vi cng ty thnh vin v nu cng ty no lm sai s b pht. Mt s hip hi cn t ra tiu chun cho sn phm v dn nhn cho nhng sn phm t chun. khuyn khch vic p dng cc tiu chun i vi sn phm, Vin tiu chun quc gia M c thnh lp trn c s phi li nhun. Cc V thng mi tt hn. Vo u nhng nm 90, Hip hi thng mi qung co thnh lp V thng mi quc gia nhm to lp lng tin ca cng chng i vi thng mi v qung co ni chung. Mt hip hi h tr khc c thnh lp da trn

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nn tng ca t chc tin phong c tn l Hip hi cc v thng mi. Hip hi ny c c s ti 126 thnh ph ti M, Canada v Mehico. Cng vic ca cc V ny khng ch l to lp lng tin ca ngi tiu dng i vi qung co (nhm bo v cc doanh nghip hp php), m cn ng vai tr ln trong bo v khch hng. Bo v ngi tiu dng ca chnh ph. Cc hot ng bo v ngi tiu dng hu nh khng c ti nhng thnh ph, nhng li rt ph bin cp lin bang hay cp quc gia. Mt trong nhng hot ng quan trng nhm bo v ngi tiu dng khi qung co khng trung thc l o lut chng hot ng thng mi gian di c a ra bi cc nh xut bn ca Printers Ink vo nm 1911. Ohio p dng o lut ny vo nm 1913 v hin nay c ti 27 bang v Columbia p dng o lut ny. Nhng h tr ca lin bang. Hu ht cc u ban v t chc ca chnh quyn lin bang u gip ngi tiu dng v mt mt no . S c mt ca cc u ban nh y ban thng mi ton quc, T chc thanh tra dc v thc phm, B nng nghip v T chc tr l c bit cho tng thng v cc vn lin quan n ngi tiu dng cho thy vic cao tm quan trng ca bo v ngi tiu dng. Lin kt doanh nghip v ngi tiu dng. Vn v bo v ngi tiu dng c th c gii quyt tt p trn c s hp tc gia doanh ngip v ngi tiu dng. Cc doanh nghip cn phi nhn thc rng ngi tiu dng c quyn c bit thng tin v gi, chi ph tn dng, cht lng v s lng nhm ra quyt nh mua hng chnh xc hn. Cc nhm tiu dng cn phi lm cho doanh nghip hiu r l h mun g v lm sao doanh nghip c th cung cp thng tin tt nht. V cc l do sau, ngi ta mong rng vic bo v ngi tiu dng s ngy cng pht trin trong nhng nm ti y: (1) S quan tm ngy cng tng i vi cc vn mi trng v vn cn kit ti nguyn; (2) S tho mn cc nhu cu c bn dn n tng thi gian rnh ri v thc ca ngi tiu dng; (3) Gn mt na dn s l nhng ngi tr tui v c xu hng nng ng hn v c l quan trng nht l (4) H tr ngi tiu dng ang l mt xu th thng minh trong kinh doanh. Hu ht cc bang v gn y thm mt s thnh ph xy dng cc vn phng bo v li ch khch hng v cc cng c php l ngy nay cho php hnh ng theo nhm, theo mt nhm ngi tiu dng c th cng nhau lp h s mt v vic. Nu nh bo v ngi tiu dng c c c s vng chc th khi nh sn xut s phi cnh gic!

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CHNG 7 SN PHM L MT NHN T BIN I MC TIU HC TP: Sau khi hc xong chng ny bn c th:

1. nh ngha sn phm. 2. Xy dng hng dn phn loi sn phm 3. Gii thch phn loi hng tiu dng. 4. Tho lun v sn phm v s lin quan ca bn ng c nhn.

Cc sn phm v cc dng sn phm cn c pht trin p ng cho nhng mong mun lun lun thay i ca ngi tiu dng. L mt trong 4P, nhn t sn phm ng gp cho qu trnh a ra ng sn phm ng ni, ng gi v c h tr ph hp.

nh ngha sn phm Sn phm khng ch l cc b phn hay thnh phn c tnh cht vt l. V i khi cc chi tit k thut c th l quan trng i vi ngi sn xut nhng li khng c ngha ln i vi ngi mua. Ci m ngi tiu dng mong mun l mt sn phm em li s tho mn. C ngha l sn phm bao gm sn phm thc t, cc thit b h tr, lp t, dch v bo hnh, thng hiu v tnh hp dn tha mn cc nhu cu tm l. Nu sn phm p ng c chc nng m ngi tiu dng mong mun, khi cc nhn t k thut s khng c vai tr quan trng. Nhng doanh nhn bn rn ch mun mt chic xe lun khi ng c. H khng quan tm n vic l ci g lm cho n khi ng.

Phn loi sn phm Tp tnh ngi tiu dng v cc m hnh nhu cu cho thy kha cnh con ngi ca cc h thng hnh vi c t chc (OBS). Xo thut ca nghin cu hnh vi, theo ngn ng thng mi, dng ch nhng n lc ca ca nh sn xut khi tm cc phng thc nhm bn hng v dch v nhiu hn cho ngi tiu dng! Mt mt, nh sn xut bit c phn ng ca OBS v mt khc h bit c ngi tiu dng phn ng c th vi sn phm hay nhn t kch thch no. Sn phm c chia lm hai loi chnh gm sn phm tiu dng v sn phm cng nghip. Sn phm tiu dng v sn phm cng nghip. Sn phm tiu dng l hng ho hay dch v c s dng bi ngi tiu dng cui cng. Loi hng ny c th dng ngay m khng cn phi x l thm. Hng cng nghip l nhng hng ho hay dch v c dng sn xut hng ho v dch v khc. im khc bit c bn ca hai loi hng ny l mc ch s dng ca ngi tiu dng. My nh ch dng bi mt gia nh nhm mc ch th t s l hng tiu dng. Nhng khi n c mt doanh nghip dng nh my bo co th li l hng cng nghip.

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Phn loi hng tiu dng Nu da vo nhm hng tiu dng xy dng Marketing hn hp l rt kh i vi cc nh ngin cu th trng v nhm hng ny rt rng. Mt phng thc phn loi sn phm k hn ra i da trn cc OBS. Hng tiu dng c phn loi theo OBS gm 3 nhm: (1) Hng tin dng; (2) hng hiu v (3) hng ho c bit. V nhm hng cha c nhu cu. Hng tin dng. L nhng hng ho m gi c th trng v so snh v cht lng khng c gi tr ln so vi thi gian v cng sc m khch hng s phi b ra. V d nh cc mt hng rau qu, khoai ty, sa, bnh m, thuc l, kem nh rng. Nhng loi hng nh vy khng ng ngi tiu dng phi b thi gian v cng sc n tn cc ca hiu ln. Thay vo h sn sng chn sn phm ny hay sn phm khc tng t ti ca hng gn nht. Hng tin dng c chia lm 3 nhm nh: (1) hng mua khi bt gp tnh c, (2) hng bn a im tin li v (3) hng khn cp nh bng cu thng hoc che ma. Hng hiu. Hng hiu l nhng hng ho quan trng v ng ngi tiu dng so snh, la chn trn c s cht lng, kiu dng, gi c v ph hp. Ngi tiu dng s cn nhc gia cht lng v gi c, xem xt snh iu ca sn phm v nh gi kh nng ph hp ca sn phm v n lin quan n nhu cu th hin tnh cch c nhn ca ngi mua. V d v sn phm loi ny l c gia nh, vy o thi trang, kim cng v bt ng sn. Loi sn phm ny thng c gi cao hn sn phm tin dng v ngi mua thng khng c nhiu hiu bit v cc c im thch ng khi xem xt sn phm. Hng c bit. Hng c bit l nhng hng ho c cc c im hay thng hiu thc hoc c tin l c thc. Ngi tiu dng s c gng ht sc c th mua c mt hng v s khng chp nhn hng thay th. Thng qua nhng k thut thc y tm l hay l tr v hot ng xc tin, nh sn xut mun thuyt phc ngi tiu dng rng sn phm ca h l loi sn phm c bit. Chin lc sn phm khc bit hay phn on th trng nhm mc ch ny. V d v loi sn phm ny l hng ha c nhn hiu thit k ring, mt s loi n ngon hay mt chic xe hi th thao t tin. Hng cha c nhu cu. Hng cha c nhu cu l hng ho m ngi tiu dng cha cn n, hoc cha nhn ra nhu cu ca mnh. Do , ngi tiu dng khng tm kim loi hng ny. Mt hng ny bao gm nhng sn phm hon ton mi m ngi tiu dng tim nng cha thc c v c nhng sn phm hay dch v tn ti nh nhng quyn bch khoa ton th, l t trong ngha a v bo him nhn th.

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Phn chia trng hp. Cng mt sn phm ti cng thi im nhng nhng th trng khc nhau s c coi l nhng sn phm khc nhau. th trng ny, mt sn phm c th l hng c bit i vi ngi tiu dng y, nhng th trng khc n li l hng hiu. Thm vo , sn phm thuc nhm hng c bit thng c thi gian tn ti ngn v s a dng ca sn phm mi trong th trng. Vn cn mt iu phi ch . Vic phn loi hng ho thnh cc nhm hng tin dng, hng hiu hay hng c bit khng nn qu r rng. Mt s nh ph bnh ch ra rng nhng g m ngi ta phn loi khng phi l sn phm m l kiu mua hng. Cc nh ph bnh cng ch ra rng khng c gii hn phn bit thc s r rng nh vy tn ti gia cc sn phm. Tuy nhin, phn loi sn phm rt thun tin v c li v n c tc dng to ra c s cho cc phn tch khc. Hng ho tin dng, hng hiu v hng c bit u c nhng c im v c nhng xem xt Marketing chung v ring. Da trn cch m cc OBS mua sn phm, hng tin dng, hng hiu hay c bit, chng ta c th kt lun rng sn phm c nhng c im nht nh lin quan n tm l tiu dng v do nh hng n tp tnh mua hng. Sn phm c th c phn loi theo cc yu t tm l nh di y. Sn phm to thanh th. Nhng sn phm loi ny th hin s giu c v thng bn cho tng lp thng lu. Chng hn nh mt chic xe Rolls Royce, cc tc phm ngh thut, n v tp ch cao cp. Cc nh kinh doanh thng ni v ngun gc t tin m ch s danh gi m sn phm em li cho khch hng, d c th l mt sn phm ph bin. Sn phm trng thi. Xp sau sn phm th hin danh ting l sn phm trng thi. y l nhng sn phm thuc v hay gn kt vi mt giai cp kinh t x hi nht nh. Nhng thng hiu trng thi m ch s thnh cng, thng minh, a v x hi hay s tha nhn hoc vai tr lnh o ca ngi dng sn phm. Sn phm trng thnh. n tui c php ung bia, c php la chn gia tr, c ph hay sa, ln u tin i nhu ca mt c gi tr, chn mt chic gh tre hay -tt c u l nhng v d th hin cch mua mt sn phm ca ngi tiu dng trn quan im l ngi trng thnh. Sn phm cm tnh. S yu thch l c s phn loi thnh sn phm cm tnh. Cc c im v v, mi, chm ( cht liu vi hay mt..), hoc c im v kiu cch nh mu sc hay thit k gy ra phn ng cm tnh ca ngi tiu dng. Thng th cc phn ng ca ngi mua c bc l ngay hoc sau khi c nhn t thc y. Sn phm chng bi ri. Nhng sn phm loi ny thng c qung co rt mnh m, chng hn nh nc sc ming, sn phm kh mi hay x bng. Trong khi cc sn phm to danh ting, sn phm trng thi v sn phm trng thnh nhn mnh vo tnh c nhn th sn phm chng bi ri em li s t tin cho mi c nhn. Ngay khi mt ngi no , khng nht thit phi l bn thn, ni cho bn bit v hi th

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kh chu ca bn, th l lc m bn sn sng cu vn hnh nh c nhn bng bt c gi no. Khi xem xt li cc giai cp x hi c phn chia bi Warner, ta c th thy r l cng mt sn phm c kim nhiu vai tr, tu theo quan im ca mi giai cp i vi sn phm. Mt chic ng, h i vi tng lp thp, c th l biu tng ca s sang trng. Nhng vi nhng ngi thuc tng lp qu tc, h li coi vic dng chic ng h l h thp uy tn v gi tr bn thn.

Sn phm v bn ng c nhn Khi m bn ng c nhn c nh hng ln n vic la chn sn phm, khi thng hiu hay hnh nh sn phm s phi lm ni bt c im c nhn ca ngi tiu dng. Tuy nhin cc i th cnh tranh nhanh chng nhn ra nhng c im ny v bt chc ngay lp tc kiu cch ca sn phm thnh cng. Ngi tiu dng thng d thay i v mc tho mn lin quan n tnh c nhn. Mt sn phm sc ming A gim s bi ri cho ngi dng kh hiu qu, sau sn phm B ra i c cng dng gp hai ln sn phm A v lm cho ngi tiu dng chuyn i s la chn thng hiu t A sang B. Nu nh hng ca bn ng c nhn nhiu th khch hng s trung thnh vi thng hiu v khi cng rt kh c th thay i quan im ca h.

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CHNG 8 LP K HOCH SN PHM MC TIU HC TP: Sau khi hc xong chng ny bn c th:

1. Hng dn lp k hoch v pht trin sn phm. 2. Lit k v hiu c cc vng i sn phm. 3. Xy dng k hoch pht trin sn phm mi. 4. Pht trin cc quy trnh sn phm mi. 5. Tho lun v minh ha cho s li thi d bo trc ca sn phm 6. Phn bit gia cc dng sn phm 7. Lit k v gii thch cc c im sn phm 8. Chng minh nhn nh: Liu sn phm thc c i ln

T l tht bi ca cc sn phm mi l rt cao- c l chim n 4/5 tng s sn phm mi. Tt nhin l mc sai lm s thp hn nhng cng ty c qun l tt. V mong mun v nhu cu ca ngi tiu dng lun thay i, v sn phm mi th cng nh con ngi, u phi tri qua mt vng i nht nh. Do vy cn phi lun pht trin sn phm mi thay th cho cc sn phm c ang suy thoi. iu chnh sn phm cho ph hp vi th trng l chc nng ca vic lp k hoch v pht trin sn phm.

Lp k hoch v pht trin sn phm Ngi ta ni rng s khng c g xy ra cho n khi c ngi bn mt sn phm no , nhng trc ht ngi phi c sn phm bn. Trong cc doanh nghip nh hng theo sn xut trc y, ngi ta cao cc phng php v chi ph sn xut. Cn vic sn xut nhm tho mn nhu cu ca ngi tiu dng c cho l khng cn thit v thng b xao lng. Ngy nay, cc l thuyt v Marketing cho thy mi th u bt ngun t ngi tiu dng v a k hoch sn phm k lng ln trc sn xut hay phn phi. Cc quyt nh v sn phm nh hng theo nhu cu ca ngi tiu dng i hi mt nn tng nghin cu th trng vng chc. L do dn n sn phm tht bi. Mc tht bi cao i vi cc sn phm mi l do cc nguyn nhn ch yu sau y (1) Khng kim tra sn phm v th trng,(2) S dng cc th nghim khng ng tin cy, (3) H tr Marketing khng hiu qu, (4) Chi ph cao ngoi d tnh, (5) nh thi gian khng chnh xc v quan trng nht l (6) Tc m cc tng mi b sao chp v tr nn li thi. Sn phm tng nhanh. Mong mun pht trin sn phm v cc dng sn phm mi mnh m n ni cc cng ty thng khng ch tm n vic loi b cc dng sn

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phm c c bin li nhun thp. y l ra l mt nhim v quan trng v cc sn phm cng cc dng sn phm ang tn ti phi c nh k xem xt li.

Vng i sn phm. Vng i ca mt sn phm c chia lm 4 giai on: Giai on thm nhp, giai on tng trng, chn mui v suy thoi. Thm nhp th trng. S hin din ca sn phm mi thm nhp vo th trng phi c thng bo cho ngi tiu dng tim nng thng qua qung co mnh. nh hng ngi tiu dng l vic lm cn thit nu sn phm c thm nhiu ngi tiu dng mi hay khi sn phm s lm thay i thi quen tiu dng. Do vy, cng ty thng chu l v phi chi nhiu cho cc hot ng pht trin v h tr trong giai on thm nhp. Pht trin th trng. Giai on ny xut hin cc i th cnh tranh, nhng k thng hay nhi li sn phm ang pht trin ca cng ty. Tuy nhin mc li nhun t c cng ng k nu nh sn phm c ng h trn th trng. Ty vo bn cht sn phm hay kh nng ca cng ty m giai on ny c th ko di nhiu tun hay nhiu nm. Giai on chn mui. Trong giai on ny, cng ty s gp phi nhiu i th cnh tranh hoc vic m rng th trng gp kh khn do cc cng ty ln c sn trong th trng . Chng hn nh trong ngnh cng nghip t ng hay st thp. Cnh tranh din ra gay gt v li nhun suy gim, ct gim chi ph l mc tiu hng u. Cc mt hng nh my mc t ng, thit b gia dng v ti vi l nhng mt hng thuc giai on ny. Suy thoi. Trong giai on bo ha v st gim th trng, cc cng ty s phi a ra nhng sn phm mi v ch cn li nhng khch hng trung thnh vi sn phm c. Cc cng ty c nhiu dng sn phm khc nhau vn c th tip tc thu li nhun, trong khi cc hng khc bt u gim li, thm ch b l. Cc vng i rt ngn. Cnh tranh mnh cng cc kh nng v mt k thut ca cc n v nghin cu ngy cng pht trin lm gim u th sng to ca sn phm. iu ny ch ra rng thay v ngi yn v nhn sn phm tri qua vng i ca n, th cc cng ty nn thay i sn phm hay lp li mt giai on trong vng i sn phm hoc tip tc pht trin cc sn phm mi hay sn phm ph tr thu li nhun cao hn. L thuyt ny cao vai tr ca vic lp k hoch v pht trin sn phm mi. Hu ht cc ngnh cng nghip pht trin u theo nh hng ny. Tuy nhin, cc nghin cu cho thy mt na s cng ty ti M khng c phng, ban thc s chu trch nhim v cc hot ng ny. Pht trin sn phm mi phi c s ng ca cc lnh o cp cao v s ng h ca ton th cng ty. Khi mt sn phm mi c pht trin, n s phi bt u t giai on tng cho n sn xut v Marketing. Khi cc chu trnh c s b ph v v cc nh qun l vn quan tm nhiu n cc sn phm c c th s ngi thay i.

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T chc pht trin sn phm mi Nhiu cng ty c gng gii quyt vn sn phm mi bng cch thnh lp cc u ban pht trin sn phm mi hay giao cho cc nh qun l sn phm mi. Nu dng mt u ban, th mt thnh vin qun l cp cao phi ng vai tr i din cho quan im ca cc nh lnh o cng ty v c nhim v kt hp cc hot ng. Thnh lp cc u ban l phng thc lp k hoch pht trin sn phm mi ph bin. Cho d m hnh t chc c nh th no th trch nhim v quyn hn i vi cc dng sn phm mi phi c phn cng nhn s thc hin r rng. Xu th nh hng theo ngi tiu dng l iu thit yu buc pht trin sn phm mi phi c mi lin h cht ch vi b phn Marketing. Mc d quan im v thi ca cc nh nghin cu th trng, cc nh nghin cu, cc k s, cc nh qun l sn xut v ti chnh ng vai tr quan trng. Song cn phi nh rng khng nn quan im ca mt ngi nh hng n quan im ca tt c mi ngi. Mc d li ch ca mi b phn c xc nh r, kt qu cui cng phi l c gng tng hp ca c nhm. Cc sn phm mi phi c lin h vi nhng sn phm ang tn ti v lin quan cht ch n nhng mc tiu chung ca cng ty. Nhng chnh sch p dng t c nhng mc tiu chung phi c th hin thnh nhng vn r rng nh: 1. Doanh s d tnh ca mi sn phm hay mi dng sn phm. 2. Bo v thng hiu 3. Chun b cho cnh tranh 4. Ngun nguyn vt liu di do 5. Kh nng sn xut hay kh nng ca cng ty nh hng ca mi nhn t c th xc nh c thng qua hot ng Marketing hn hp. y l bn cht ca xu hng sn xut v qun l Marketing theo h thng.

Pht trin sn phm mi Cc quyt nh v sn phm mi c a ra thng theo trnh t thi gian. D i khi, trong mt s trng hp, cc quyt nh c th phi a ra ngay lp tc. tng v sn phm mi. Cc ngun tng mi c th xut pht t: nhn s ca cng ty, lc lng phn phi, ngi tiu dng, cc phng ban nghin cu, hot ng ca i th cnh tranh, cc nh t vn, cc cng ty qung co, cc hip hi thng mi, cc nh t vn v u t nc ngoi. Bn thn ngun tng mi c th khng quan trng bng h thng thc y v pht hin cc ngun tng . Nhng tng sn phm mi i hi phi c xem xt k lng. Vic nh gi nhm hai mc tiu: (1) nh gi kh nng ca mi sn phm theo phm cht bn trong ca n, v (2) nh gi sn phm so vi cc tng sn phm mi khc. Mt sn phm mi s phi tri qua nhiu qu trnh xem xt trc khi c chp nhn tht s.

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Phn tch kinh doanh. Vic nh gi thng t cng thng hn khi sn phm mi tri qua nhng th nghim ban u. a mt tng mi thnh mt cng vic kinh doanh thc s th vic qun l c vai tr (1) xc nh cc c im sn phm, (2) nh gi cu th trng v kh nng sinh li, (3) nh gi xem sn phm tng thch nh th no vi ton b dng sn phm v cc mc tiu ca cng ty, (4) pht trin chng trnh v k hoch sn xut sn phm mi. Pht trin c im vt l. Bc tip theo l pht trin cc c im c th ca sn phm. Cn c cc quyt nh lin quan n c, cn nng, hot ng, cht lng, an ton, bn v b ngoi sn phm. Cc m hnh mu hay mt lng nh sn phm c sn xut v bt u qu trnh th nghim. Cc th nghim thng mi v cc th nghim c la chn s ch ra nhng im cn thay i trong thit k v sn xut sn phm mi ny. Trong giai on ny nhiu tng ban u c coi hp dn c th b b i. Tung sn phm ra th trng. Vn rc ri c bn l phi tnh ton thi im tung sn phm ra th trng. Tnh n lc ny th cng ty vn kim sot c sn phm. Tuy nhin, mt khi sn phm c tung ra hay khi bt u vng i ca mnh th cc yu t mi trng s ng vai tr kim sot sn phm. Rt nhiu sn phm c c im l c dng theo ma, hay theo xu hng thi trang, do vy n to ra hn ch i vi tim nng doanh s bn sn phm. Cc sn phm mi phi c tung th trng vo ng thi im nu mun t doanh s bn ti a.

S li thi d tnh. Khi sn phm tri qua cc giai on pht trin, th mi bc tip theo s ngy cng tn km hn. Hu ht cc sn phm tht bi khng phi v chin lc Marketing hoc sn xut, m v tnh ton thi im sai lm. Mt k thut pht trin sn phm l vic thc cc c im nh cha ph hp ca m hnh sn phm c to ra sn phm mi. K thut ny rt ph bin trong cc ngnh cng nghip xe hi, gia dng, cng nghip may mc, nhng ngnh m s thay i v kiu cch din ra thng xuyn mi nm. Mc d mt s ngi ch trch rng vic d tnh s li thi ca sn phm lm tiu tn nhiu ngun lc ca cng ty, th c mt iu phi tha nhn rng: n gip cng ty tha mn tt hn mong mun ca ngi tiu dng. Tng t nh vy, k hoch mi mi nm s gip cho sn phm khng b thua l hay suy thoi nhanh. D tnh v s li thi ca sn phm gip lp li mt giai on trong vng i sn phm, t giai on tng trng tr li giai on thm nhp. Hu ht cc hng u khng sn xut ch mt sn phm. S m rng v thm nhp su ca dng sn phm thng c iu chnh t c nhng mc tiu chung do cng ty ra. Kt hp nhiu sn phm thnh mt dng thng c nh hng Marketing ln hn so vi nh hng ca mi sn phm ring l.

Cc mi quan h gia sn phm cng dng

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Cc sn phm trong mt dng thng lin quan n nhau, v cng c th lin quan n sn phm ca cc hng khc. i khi cc sn phm trong mt dng c th l cc mt hng thay th. Ngoi vic cnh tranh vi nhau, cc sn phm thnh vin ca cng mt dng c th b tr cho nhau. Chng hn nh pht trin bng quay phim h tr cho vic bn my quay. Cc sn phm c th lin quan n nhau trong mt thi gian nht nh, chng hn nh mt thit b lin quan n vic bn cc my tnh hay phn mm tng lai. Bn cnh vic xc nh mi quan h gia cc sn phm cng mt dng, s iu chnh dng sn phm hn hp cn phi da trn cc nhn t nh sn xut, xc tin v phn phi.

c trng ca sn phm. Mt c trng sn phm l c im ni bt v chc nng hay vt l c bn c dng phn bit vi cc sn phm cnh tranh c cht lng tng t. C t nht hai c trng quan trng nh hng n li nhun. Th nht l kh nng vn hnh ch vic s dng sn phm lin quan ti k nng, cng vic, v cng sut. Bao gm t cc sn phm nh m un nc (c t c trng sn phm) cho n my quay phim hay t lnh (vi nhiu c trng sn phm). Mt nhn t quyt nh s lng c trng ca sn phm l s ngi tiu dng quan tm n sn phm, h to ra u ra cho cc loi sn phm khc nhau. Mt s sn phm tr thnh cng c nhn mnh c im c nhn ca ngi mua. Hiu qu ca tnh mi m trong sn phm. Ban u cc sn phm mi nhn chung s phi i mt vi s khng hi lng cho ngi tiu dng v vic ny to c hi c nhng ci thin nhanh chng cho sn phm. Cc sn phm mi thng c mt u im l ngi tiu dng cha kp nh hnh v ci h mun sn phm. iu ch ra rng s pht trin ca sn phm c mt mi quan h cht ch vi s lng cc c im mi m nh sn xut phi xem xt a vo sn phm . Cn bao nhiu c im mi? Mt suy ngh theo l thuyt cho rng tt nht nn ch trng vo mt hay hai c trng mi ca sn phm thc s gy c n tng mnh v lu di. Mt tng i lp li nhn mnh vo ci m sn phm em li, lp lun rng nu nh cc c trng c cung cp y th bt k ai cng c th tm sn phm ph hp vi s thch ca h. R rng bn cht ca sn phm l nhn t quyt nh quan trng trong vic la chn mt s c im tt nht sn xut. Nhiu nh sn xut xe hi c s lng c trng cho cc sn phm khc nhau sn xut mi pht mt chic xe khc nhau trong nhiu nm. S dng c trng ca sn phm. Vic tm ra mi quan h c ngha gia cc c trng ca mt sn phm mi vi cc c im ca cng ty l iu rt kh khn. Cc hng tn ti lu i trong cng mt ngnh c nhiu c im khc nhau hn so vi cc cng ty mi thnh lp. iu ny c th l v bn cht hay tm quan trng ca cc c trng sn phm c pht trin mi nm ng vai tr quan trng trong chin lc ra quyt nh v qung co. Tuy nhin, cng c th l v cng ty khng r cc c trng

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khc nhau c hiu qu nh th no hoc cc chin lc qung co qu rc ri c th gii quyt nh hng qua li ln nhau gia cc c trng hay quyt nh . Cc c trng ca sn phm v phn on th trng. Mt khi tm c phn on th trng hp dn, nh qun l s phi tnh ton pht trin mt sn phm c nhng c trng p ng c nhu cu ca phn on . Tuy nhin cc nh qun l cng c th: (1) la chn mt nhm cc c im c nh gi cao bi ngi tiu dng sau khi th nghim cc c im ny c lp; (2) kt hp mt s c im vi nhau theo cch khng qu tn km v c phn ng ngi tiu dng yu thch; (3) bn sn phm theo dng sn phm c thng hiu ni ting nhiu nm. Tuy nhin khi ba nhn t trn, c nh hng mnh nu s dng ring, th khi c kt hp vi nhau, c th s to ra mt sn phm khng c ng o ngi tiu dng a thch. R rng l nhm khch hng a thch cc c trng ca sn phm khc vi nhng ngi a thch kiu dng, v nhm a thch hnh nh sn phm li c th khc vi hai nhm kia. Cc u im ca c trng mi trong sn phm. Bn cnh vic y mnh hn na s a thch ca ngi tiu dng, cc c im mi cn thc y qung co, s nhit tnh ca ngi bn hng v gip xy dng mt thng hiu ni ting. Cn ngc li, c im cha c nghin cu k a vo sn xut s ph hng danh ting v cht lng sn phm. Vai tr ca nhng c trng sn phm. Cc c im sn phm l nhn t linh ng v c li hn so vi cc nhn t kiu cch v hnh nh. Bn cht linh ng ca cc c im sn phm lun lun em li nhng c hi mi. Khi cc nh qun l mun xm nhp hiu qu vo mt phn on th trng c th th cc c im sn phm s l mt nhn t c nh hng ln v y sc mnh trong Marketing hn hp.

Liu cc sn phm thc s c i ln Bt k th g tha mn mt nhu cu hay c mun ca ngi tiu dng u c th c coi l sn phm. Theo nh ngha ny, mt sn phm c th bao gm mt con ngi, mt tng, mt sn phm hay dch v - thm ch l mt chng trnh quc gia, mt ngn hng mu hay bt k th g c gi tr i vi ngi tiu dng. Ngi tiu dng ngy nay khng ch mua cc c im vt l hay ha hc ca sn phm. Cc nh nghin cu th trng thng minh nhn ra rng li ch l cha kho cho doanh s bn hng. Xe hi khng ch dng i li. Chng cn c bn th hin tnh c nhn: Trans-Am, 280ZX, Charger, v nhiu tn khc c dng nhn din sn phm. Nhiu ngi mua xe hi khng ch v l do i li. iu mu cht ca sn phm l nh sau: mc ch ca sn phm khng phi l ci ngi thit k ch nh, m l ci ngi tiu dng mun t sn phm .

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CHNG 9 XC NH SN PHM V PHN NG TIU DNG MC TIU HC TP: Sau khi hc xong chng ny bn c th:

1. Gii thch chi tit tm quan trng ca thng hiu 2. Gii thch mt s vn lin quan n thng hiu 3. Hiu v gii thch s quen thuc thng hiu 4. Phn bit thng hiu v chnh sch thng hiu 5. Th hin c im sn phm thng qua ng gi 6. Gii thch tm quan trng ca ng gi 7. Xc nh cc xu hng gn y 8. M t cc c im ca vic dn nhn 9. Tho lun cc c im nhn din khc

Theo nh nh ngha ca Hip hi Marketing M, thng hiu l vic s dng tn, cm t, biu tng hay thit k (hoc kt hp tt c) phn bit hng ho hoc dch v ca cng ty ny vi hng ho, dch v ca i th. Cc nghin cu Marketing m rng nghin cu vic la chn mt thng hiu. Mt s c im mong mun v thng hiu gm:

1. em li s hi lng v gy nh hng ln (ngn, n gin, d pht m, d c, d nhn din v d nh)

2. Gip bn sn phm v c th s dng trong bt k phng tin qung co no 3. Trnh gy ra s phn cm (khng dng cc tn nghe kh chp nhn, kh nghe,

kh khan v kh pht m hay c ngha tiu cc) Thng hiu nhiu v d c chp nhn n ni ngi tiu dng thng coi l iu hin nhin. Ch tnh ring trong lnh vc sn xut rau qu c gn 38,000 thng hiu, d thng hiu cc siu th ch khong 6,500.

Tm quan trng ca thng hiu i vi ngi tiu dng. Hy ngh v vn au u ca ngi tiu dng khi phi so snh u v nhc im ca 6,500 thng hiu siu th rau qu. D cho h c mun th cc sn phm mi th nhng ngi ny vn thch dng mt sn phm em li s tha mn cho ngi tiu dng v c th nghim. Mt s khch hng c s

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tha mn v tm l khi s dng cc sn phm mang thng hiu ni ting trn c s nhng u im nh cc nhn t vt l v cht lng ng tin cy. i vi ngi bn. Thng hiu h tr cho ngi bn trong cc chng trnh qung co v trng by. Thng hiu c tc dng thc y cu cao hn so vi tn cng ty hay c trng sn phm. Mt hng bn sn phm theo phng thc khch hng t chn thng ph thuc ln vo thng hiu. Cc ca hng gim gi hn l khng pht trin mnh m nu khng nh vo qung co rng khp trn ti vi. Nhng nhn vin bn hng c thay th bi ti vi v bn trc cho ngi tiu dng trc khi h thc s i mua sn phm. Tnh hung ny minh ha cho mt s tht hin nhin v Marketing: bn c th ct gim mt c nhn nu ngi ch c chc nng thc hin cng vic Marketing Thng hiu lm tng doanh s bng cch lm cho ngi tiu dng d dng mua li mt loi sn phm c th. Thng hiu cn bo v cng ty trc nhng thay i v em li c hi thit lp mt phn on th trng gm cc khch hng trung thnh. Bo v khi cnh tranh nh thng hiu cho php kim sot rng hn i vi vic ln k hoch Marketing hn hp. Xy dng mt thng hiu thnh cng c th (1) lm cho vic thm nhp ca sn phm mi d dng hn, (2) h tr cho vic thc thi cc tha thun duy tr gi bn; (3) lm cho s n nh v gi chung tng ln; v (4) pht trin s a thch ca trung gian i vi sn phm (nhng ngi mi gii)

Mt s rc ri lin quan n thng hiu Khi cc nh sn xut to dng c thng hiu cho sn phm, h s phi c nhiu trch nhim hn. Trc ht, cc hot ng xc tin bn hng s lm tng chi ph v ri ro, thng ch em l khch hng tm thi. Th hai, nh sn xut phi c trch nhim duy tr nhng c tnh m nh thng hiu c chp nhn. Th ba, mt s nh bn l khng thch thng hiu ni ting v chng c ng bin li nhun hp. V cui cng, cc thng hiu c h tr mnh m thng phi i mt vi kh nng s tr thnh mt cm t dng chung cho nhiu loi sn phm hay khng r rng v quyn php l tr thnh v gi tr. Cc cm t chung. Trong s rt nhiu thng hiu ni ting, c mt s cm t chung nh aspirin, coke, formica, giy bng knh. Mt thng hiu c th tr thnh chung chung theo mt s cch. Mt thng hiu sng to c th ht thi m cng chng vn khng bit n mt thng hiu no khc. iu ny xy ra i vi cc cm t nh nylon, giy bng knh. i khi mt hng lm cng vic qung co tt n ni khch hng dng nh qun mt l thng hiu v bt u coi chng l nhng sn phm chung. Chng hn nh trng hp ca Band-Aid, Frigidaire, v Kleenex. Bo v thng hiu. Mt ngi mun s hu thng hiu phi ng k vi c quan ng k ca Vn phng sng ch M. o lut Lanham nm 1946 ch r cc kiu nh du (bao gm c thng hiu) u c bo v. Mt l do ng k thng

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hiu theo o lut Lanham l nhm bo v thng hiu trong ngoi thng. Rt nhiu quc gia yu cu phi ng k thng hiu trong nc nu nh cng ty mun thng hiu c nh nc bo v mt nc khc.

S quen thuc thng hiu C ba cp ch s quen thuc vi thng hiu: 1. Nhn ra thng hiu - khch hng nh l nhn thy hay nghe thy thng hiu. 2. S a thch thng hiu - cc khch hng mc tiu s la chn mt thng hiu v

thi quen hay kinh nghim nhng s chp nhn mt mt hng thay th nu nh thng hiu a thch khng c sn lc mua.

3. Thng hiu yu cu - ngi tiu dng ch mong mun mt sn phm v nhiu ngi thm ch cn coi l hng ho c bit. y l mc tiu ca chin lc sn phm khc bit v cc hot ng phn on th trng.

Nghin cu th trng i hi phi xc nh chnh xc mc quen thuc vi thng hiu m cng ty t c v xem xem c th t c iu th trng mc tiu no.

Thng hiu v chnh sch thng hiu Marketing ngy nay l mt cuc chin gia cc thng hiu, mi thng hiu u c ginh c s tha nhn ca ngi tiu dng v trong tng lai cuc chin ny s cn cng thng hn. Cm t cuc chin gia cc thng hiu c bit ph hp khi c s cnh tranh gia cc thng hiu ca nh sn xut vi thng hiu ca trung gian hay cc nh bn bun. ng bin li nhun mng manh trong thng hiu ca nh sn xut khuyn khch cc nh bun thit lp v pht trin thng hiu ring ca mnh. Ngi tiu dng cng bit rng hu ht thng hiu ca cc trung gian c c l nh cc nh sn xut ni ting ton quc. Khi la chn mt thng hiu, mt hng c th chn mt tn bt k (Crisco), chp nhn v tha nhn cc t ng hay cc khu hiu (Kwik-Craft) hay s dng mt tn theo hp ng thu hay cp bng kinh doanh. Cc c im thng hiu mong mun. Mt thng hiu tt s gi m mt iu g v cng dng hay li ch ca sn phm. Coldspot, Beautyrest, Minute Rice, v Gleem u l nhng thng hiu ni ting v duy nht. Khi mt thng hiu c danh ting th nn p dng cho cc sn phm khc cng dng. Trnh trng hp nh Frigidaire l mt thng hiu ni ting v my iu ha hay t lnh, nhng khi sn xut l v m nc, ngi ta li t bit n. Thng th mt thng hiu s khng c la chn nu nh cha c s th nghim cng vi mt s thng hiu khc trn mt nhm khch hng. ngha v cc loi thng hiu. V c bn, c hai loi thng hiu, thng hiu ca nh sn xut (gi l thng hiu ton quc); v thng hiu ca trung gian (thng gi l thng hiu t nhn)

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Cc nh sn xut cn thng hiu phn bit sn phm ca h khi th trng m rng cp khu vc, quc gia hay thm ch quc t. Do vy, thng hiu ca cc nh sn xut thng c qung co rng ri ton quc. Cc trung gian nhanh chng nhn ra u im ca nhng sn phm v h c th kim sot thng hiu ca chng, v thng hiu t nhn ra i. Bng cch ny trung gian c th to lp gi v c th thay i gi m khng b bt buc hay hn ch bi cc hp ng i l vi cc nh phn phi cp quc gia. Lng thi gian xc tin thng hiu t nhn nm trong tm kim sot ca trung gian. Cc ca hng, cc bch ho tng hp, ni nhn n hng qua mail, ..v.vu c s pht trin thng hiu t nhn. Cc thng hiu c nhn v thng hiu chung cng c pht trin. Mt thng hiu c nhn nh nc nho ca Welch, c p dng cho mt loi hng c th nhm thu ht s ch i vi ch mt mt hng. Mt mt hng c thng hiu chung (tt) s tt cho c nhng sn phm khc. Tuy nhin, mt con su cng c th lm ru c ni canh. Ngoi ra cn c vic ng gi, khng ch n thun l vic ng hp v in tn cng ty ln , m n cn c lin quan cht ch vi thng hiu v vic dn nhn. ng gi l mt nhn t trong chnh sch kinh doanh, c bn lin quan n nhn din, trng by, la chn sn phm v c dng bo v sn phm.

Nhn din thng qua ng gi ng gi, bn cnh vic gip nhn din sn phm cn phc v nhng mc ch c bn sau y: Cc mc ch thc t. Bao b bo v sn phm trong qu trnh vn chuyn, lu kho, ti bn n v ti nh ca ngi tiu dng. Bao b cn c to thun tin cho vic t , m v bo lu sn phm. Bao b a dng, bao b dng np m v cc thng cha hng b i sau khi dng u em li s thun tin cho khch hng. Cc mc ch thc y. i khi bao b ng gi l im duy nht m cng ty dng phn bit sn phm ca mnh vi cc sn phm ca i th. Thng th ng gi c lin h cht ch vi chin dch qung co thng qua la chn v mu sc, hnh nh hay thng ip. V d nh hnh nh cc con vt trn bao b ca nhng hp thc n ang nhn chm chm y hy vng vo cc gi thc n trong ca hiu nh mun ni Hy cho ti vo. ng gi rt hiu qu khi gii thiu mt sn phm mi hay khi mun tng hoc duy tr th trng cho cc sn phm ang c. Nghin cu Marketing qun khng ch ra rng rt nhiu khch hng, d c xem qung co t trc, vn chuyn i s la chn thng hiu khi bt gp hnh nh bt mt ca sn phm ngoi thc t. Thng hiu ng gi tng hp. ng gi tng hp dng ch vic s dng mt s c im chung hay ng gi c trng chung cho tt c cc sn phm. Khi cc gi tr thc y i vi nhng sn phm mi l rt r rng. Tuy nhin, phng thc ny s hu ch nht khi cc sn phm lin quan n nhau v cng dng v cht lng. Phn

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on th trng c khai thc ti a khi mi sn phm c th c mt bao b ng gi ring. l trnh a hng ho t ngi sn xut n ngi tiu dng ng nh mong i th cc quyt nh v ng gi l iu khng th b qua. Cc mc ch chc nng. ng gi hp dn c th lm khch hng sn sng tr gi cao hn mua c sn phm c bao b c bit. ng mng khng r, bnh phun v cc vi c th ti s dng ng vai tr l bao b chc nng cho sn phm v ngi tiu dng.

Tm quan trng ca ng gi ng gi tr thnh mt ngnh quan trng. Chi ph cho ng gi tng ln v n khng ch nhm mc ch bo v m gm c bo v - thc y. Do vy chi ph ch tnh ring cho ng gi xp x gn bng tng s tin dnh cho qung co. Chi ph v tm quan trng ca ng gi tng ln i hi cc nh qun l s phi c trch nhim hn i vi hot ng ny. S phn nn ca khch hng dn n vic chnh ph thng qua o lut v ng gi v Dn nhn trung thc nm 1966, i hi cc thng tin trn bao b phi r rng hn v gim kch c bao b. Mt s siu th v ca hng thc hin chnh sch mt gi gip so snh chi ph ng gi theo cn nng.

Cc xu hng gn y ng gi nhiu sn phm hay gp t 2 n 12 n v sn phm vi nhau v bn nh mt sn phm, lm tng doanh s bn hng. D ngi tiu dng c th khng thch sn phm c 12 aox (1 aox = 28.35g), h c th s thch khi thy sn phm c ng gi thnh 6 gi nh. Ngy cng c nhiu sn phm c ng gi thnh 8, hay 12 n v vi nhau. Nhng sn phm trc y thng khng c bn theo n v nh nay c bn theo cch ny. Chng hn nh bnh gato, nc hoa qu, nc st to, mt cocktail dm, ko cao su. ng gi khng phi l gii php ton b cho cc vn v Marketing. Trong mt bn iu tra, hn 80% khch hng ku ca l b thng khi m bao b. Mt s ngi cn phn nn v vic trong l sn phm i khi c sn phm ch cha mt phn hng, kch c th khc nhau lm cho h kh la chn, thm ch thit k bao b cn gy hiu lm v c im sn phm. D cc doanh nghip tng ch i vi ng gi, h vn cn phi ci thin nhiu mt khi thc hin cng vic ny.

Dn nhn Nhn hiu l mt phn ca sn phm, em li thng tin v sn phm. R rng l c mi quan h cht ch gia nhn, bao b v thng hiu. Phn ln s ch trch ca ngi tiu dng tp trung vo vic dn nhn sai, gy hiu lm hay gian di. Do vy o lut v ng gi v dn nhn ca M c thng qua vo nm 1966. Phn loi nhn hiu. Nhn hiu c phn loi thnh nhn thng hiu, nhn cp , nhn m t v nhn thng tin. Nhn dng thng hiu n gin xc nh thng hiu

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sn phm, cn nhn dng cp li thng dng mt ch ci, s, hay t ng nh tt, tt hn, v tt nht th hin cp cht lng sn phm. Nhn hiu thng tin m t em li thng tin v cch dng, hot ng, lu v cc c im sn phm. Cc yu cu v dn nhn. o lut ca U ban Thng mi M nm 1914 v Bn sa i Wheeler-Lea nm 1938 khng nh r cnh tranh khng lnh mnh l tri php lut. Mt nhn hiu hay bao b c s gian di hay dn n hiu lm v sn phm s b coi l cnh tranh khng lnh mnh. Vic thc thi o lut ny c giao cho U ban Thng mi M, C quan qun l dc v thc phm, B nng nghip. S quan tm ca chnh ph ch yu i vi cnh tranh xu da vo nhn hiu khng trung thc. Du vy, trn thc t vic thc thi dng nh khng my hiu qu v kh rc ri. S tr hon lu gia vic iu tra v c lnh pht cng lm cho hiu qu ca vic thc thi lut gim i.

Cc c im nhn din khc Khng c g ngc nhin khi bn thy tn ca mt nh thit k ni ting trn bo thng mi, trn mt sn phm hay bao b thu ht, v cc hng nhn ra gi tr ca thit k bt mt. Mu sc ng vai tr quan trng v l nhn t quyt nh xem khch hng s chn hay khng chn sn phm. iu ny i hi nh sn xut phi bit dng mu sc no th ph hp, kt hp bao nhiu mu th tt v khi no th nn thay i mu sc sn phm. Ngay c i vi hng cng nghip, mu sc cng c vai tr quan trng. Cc nhn t khc gip nhn din nhn hiu nh kch c, mc cht lng chnh xc, bn cht ca cc dch v v bo hnh km theo sn phm.

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CHNG 10 NH GI V L THUYT GI MC TIU HC TP: Sau khi hc xong chng ny bn c th:

1. Tho lun cc phng php nh gi 2. Phn bit gi c, gi tr v cng dng 3. Gii thch mi quan h gi-s lng-li nhun 4. Tnh ton li ch cn bin v s co gin gi 5. Phn bit phn tch cn bin v l thuyt gi 6. p dng phn tch cn bin

Gi c cng ging nh sn phm, xc tin v a im u c nh hng ln ti doanh s bn v li nhun thu c. L mt phn ca Marketing hn hp, gi lun lun cn th nghim v khng c mc gi no c th gi nguyn mi mi. Gi c c nhiu mc khc nhau v cho php nh qun l th trng to lp mt mc gi ph hp vi phn on mc tiu.

Gi l g? Mt ngi c th t ra mt cu hi rt lch s rng Vy tm li gi l g?. Cu tr li y nht khi s l iu cn tu. Cc phn di y nhm c gng gii thch nh ngha v gi tu thuc vo nhng g. Ngi ta c th nh ngha gi l: Ci m bn sn phm c c. Xt t gc ngi tiu dng, gi c th l chun mc tng i hay tuyt i so vi gi ca cc mt hng tng t hay mt hng c lin quan. Khi ngi tiu dng s so snh cc loi sn phm v c im gia cc nh sn xut hay trong mt dng sn phm vi nhau. Trong trng hp ny, ngi tiu dng s cm thy mt lot cc gi tng i. Trn quan im ca nh sn xut, gi c tr gip cho vic d on c mi quan h chi ph-s lng- li nhun v cung cp mt khon li u t tng i. Ci ta c th c. Quan im v gi ny thng c gi l hy tnh gi m th trng chp nhn c. Nhiu sai lm v gi xy ra nhiu ni trong c nc M v nhng thiu st thc t bi khng khp c cu vi cung, v cc vn lin quan n vn chuyn hay lu kho. Chng hn nh trong ngnh cng nghip nc hoa qu Florida, ch ring hu qu sng m cng lm cho chi ph ca nc cam lnh tng ln ng k. Gi c ca cc ngun nng lng cng thuc vo nhm ny. Phn ln gi th trng chp nhn c d on da trn mc nhu cu ngay lc . Gi ca cc sn phm hay dch v c u th l sn phm u tin s c gi cao hn nhiu cc loi khc.

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Gi c cc khu du lch, ngh mt hay cc ca hng sn bay thng cao v th trng ng c v hu nh khng c hnh ng mua li thng xuyn. Mt ngh hay gi . V c bn, gi c ch l mt ngh hay gi v gi tr trao i ca hng ho. N c coi l im khi u cho tho lun gia ngi bn v ngi mua. Cc nh bn bun hng my mc t ng hay thit b gia dng p dng nh ngha ny thng xuyn hn so vi cc nh bn l. Tuy nhin, ngi tiu dng c quyn quyt nh cui cng: H khng bt buc phi mua!

Gi c, gi tr v cng dng Trong l thuyt kinh t, gi c, gi tr v cng dng l cc nh ngha c lin quan n nhau. Cng dng ch nhng c im ca sn phm c th tho mn c nhu cu ngi tiu dng. Chng hn nh nhng chic xe t tin em li s tho mn v mt x hi, bn cnh vic tho mn yu cu i li. Gi tr th hin kh nng trao i ca hng ho ny ly hng ho v dch v khc. Tuy nhin v phng thc hng i hng khng cn tn ti, nn c cng dng v gi tr u nm trong mt s din t chung: gi c. Gi c l mt bin s gy nh hng. Gi nh hng n nhiu nhn t t