7/30/2019 Quan tri Marketing.doc

1/43

Tng quan v marketing v qun tr marketing

I. NHNG KHI NIM C BN CA MARKETING

1. Nhu cu: L s thiu ht ci g m con ngi cm nhn ra c.

2. Mong mun: L nhu cu dng c th tng ng vi trnh hc vn v nhn cch ca mi ngi.

3. Yu cu: L mong mun km theo iu kin c kh nng thanh ton

4. Sn phm: L bt c th g c th a ra th trng gy s ch , c tip nhn, c tiu th hay c s dng tho mnmt nhu cu hay mong mun no ca con ngi.

5. Trao i: Trao i l hnh vi nhn c mt vt mong mun t ngi no bng vic cung cp tr li mt vt g .

6. Giao dch: L cuc trao i mang tnh cht thng mi nhng vt c gi tr gia hai bn tham gia.

7. Th trng: L tp hp tt c nhng ngi mua hin thc hay tim nng i vi mt sn phm.

8. Th phn: L t l gia s khch hng mua sn phm ca doanh nghip so vi tng s khch hng c nhu cu v sn phm trn th trng.

9. Marketing: l tt c cc hot ng nhm tha mn nhu cu, mong mun ca con ngi thng qua trao i.

10. Gi tr ca khch hng: L s chnh lch gia tng gi tri khch hng nhn c v tng gi tr chi ph khch hng phi tr .

11. S tha mn: L mc ca trng thi cm gic ca mt ngi bt u t vic so snh kt qu thu c t sn phm vinhng k vng ca h.

12. Cht lng: L ton b nhng tnh nng v c im ca mt sn phm hay dch v em li cho n kh nng tha mn nhngnhu cu c ni ra hay c hiu ngm.

13. C hi: L mt lnh vc nhu cu m cng ty c th kim li ni .

14. Mi e da: L thch thc do mt xu hng hay mt bc pht trin bt li to ra s gy thit hi cho doanh s bn hay linhun nu nh khng c bin php marketing no bo v.

II. QUN TR MARKETING

1. nh ngha:

Qun tr Marketing l qu trnh lp v thc hin k hoch, nh gi, khuyn mi v phn phi sn phm, dch v v tng to ra s trao i, tha mn nhng mc tiu ca khch hng v t chc.

Vy, Qun tr Marketing l qu trnh phn tch, lp k hoch, thc hin v kim tra hot ng Marketing.

2. Cc trit l qun tr Marketing:

a. Trit l sn xut: Cho rng ngi tiu dng s a chung nhng sn phm thng dng v gi r hn, v th nh kinh doanhnn m rng qui m v nng cao nng sut sn xut gim gi thnh.

b. Trit l sn phm: Cho rng ngi tiu dng a chung nhng sn phm c cht lng cao, nhiu tnh nng, hin i vth nh kinh doanh nn tp trung vo vic ci tin sn phm mt cch thng xuyn nng cao cht lng sn phm v a dng ha sn

phm.

c. Trit l bn hng: Cho rng ngi tiu dng s khng bao gi mua sn phm vi s lng nhiu nu nh nh sn xutkinh doanh khng c bt c chng trnh khuyn mi hay chng trnh kch thch tiu th no.

d. Trit l Marketing: Cho rng cha kha t c nhng mc tiu ca t chc l phi nm bt c nhng nhu cu,mong mun ca thi trng v lm tha mn nhng nhu cu, mong mun bng nhng phng thc hu hiu v nhanh hn i th

cnh tranh.e. Trit l Marketing x hi: Cho rng nhim v ca t chc l xc nh nhng nhu cu, mong mun ca th trng mc tiu

v m bo rng mc tha mn nhng nhu cu, mong mun mt cch hu hiu v hiu qu hn i th cnh tranh ng thi phicng c hay gi nguyn mc sng sung tc ca ngi tiu dng v x hi.

3. Vai tr ca marketing i vi kinh doanh ca doanh nghip:

Doanh nghip mun tn ti v pht trin phi c cc chc nng: Sn xut, ti chnh, qun tr nhn lc m cc chc nng nycha m bo s thnh t ca doanh nghip, nu tch ri khi mt chc nng khc-chc nng kt ni hot ng ca doanh nghipvi th trng l lnh vc qun l marketing.

Nh vy, ch c marketing mi c vai tr quyt nh v iu phi s kt ni cc hot ng kinh doanh ca doanh nghip vi thtrng, c ngha l m bo cho hot ng kinh doanh ca doanh nghip hng theo th trng, bit ly th trng - nhu cu v cmun ca khch hng lm ch da vng chc nht cho mi quyt nh kinh doanh.

4. Mi quan h gia marketing vi cc b phn chc nng khc ca doanh nghip

Marketing phn nh mt chc nng c bn ca kinh doanh, ging nh chc nng sn xut - ti chnh - nhn s. Nhng chcnng ny u l nhng b phn tt yu v mt t chc. V mt t chc ca mt doanh nghip, chc nng c bn ca marketing l to rakhch hng cho doanh nghip, ging nh sn xut to ra sn phm. T , xt v mi quan h gia cc yu t cu thnh trong h thnghot ng chc nng qun tr doanh nghip th marketing cng l mt chc nng c nhim v kt ni, nhm bo m s thng nht hu

7/30/2019 Quan tri Marketing.doc

2/43

c vi cc chc nng. Khi xc nh chin lc marketing, cc nh qun tr marketing phi t ra nhim v, mc tiu, chin lcmarketing trong mi tng quan rng buc vi cc chc nng khc.

Mc d, mc tiu c bn ca mi cng ty l thu li nhun nhng nhim v c bn ca h thng marketing l m bo cho snxut v cung cp nhng mt hng hp dn, c sc cnh tranh cao so vi cc th trng mc tiu. Nhng s thnh cng ca chin lc cn

ph thuc vo s vn hnh ca cc chc nng khc trong cng ty, l mi quan h hai mt, va th hin tnh thng nht, va th hintnh c lp gia cc chc nng ca mt cng ty hng theo th trng, chng c mi quan h vi nhau, nhng hon ton khng th thayth cho nhau. y l yu t m bo cho cng ty thnh cng.

5. Tin trnh qun tr Mar:

(Theo J.Mc Cathy, qun tr Marketing c 3 ni dung ch yu)

- Hoch nh chin lc Marketing

- Thc hin chin lc Marketing

- Kim tra chin lc v cc hot ng Marketing

Theo quan im ca Philip Kotler, tin trnhqun tr Marketing bao gm cc cng vic:

Phn tch c hi th trng

La chn th trng mc tiu

Hoch nh chin lc Marketing

Trin khai Marketing - mix

Thc hin chin lc Marketing

Kim tra hot ng Marketing

Phn tch mi trng marketing

1. Khai niem ve moi trng M.ar:

Moi trng Mar la tap hp nhng lc lng khong khong che cma cac cong typhai chu y en khi xay dng cac he thong Mar-MIX cua mnh.

Moi trng Marcua cong ty la tap hp nhng chu the tch cc va nhng lc lng hoatong ben ngoai cong ty va co anh hng kha nang ch ao bo phan M ar, thiet lap vaduy tr moi quan he hp tac tot ep vi cac khach hang muc tieu.

2. Cac yeu to tao nen moi trng Mar.

a) Moi trng vi mo: La nhng lc lng co quan he trc tiep vi ban than cong tyva nhng kha nang phuc vu khach hang cua no, tc la nhng ngi cung ng, nhngngi moi gii M, cac khach hang, cac oi thu canh tranh va cong chung trc tiep.

b) Moi trng v mo: La nhng lc lng tren bnh dien xa hoi rong ln hn va coanh hng trc tiep en moi trng vi mo, nh cac yeu to ve nhan khau, kinh te, t nhien,ky thuat, cong nghe, chnh tr va van hoa.

7/30/2019 Quan tri Marketing.doc

3/43

Moi tr ngvmo

Moi trngvi moKinhte,chnhtr

Khoahockythuat

Vanhoagiaoduc

Nhankhauvadanso

Yeutotnhien

Cacnhacungng

Congty

Cacoi thucanhtranh

MoigiiM

Khachhang

Congchung

Moi trngcuaCT

3. Mi trng v m:

3.1. Mi trng nhn khu

Lc lng u tin ca mi trng cn theo di l dn s, bi v con ngi to nn th trng. Nhng ngi lm Marketing quantm su sc n quy m v t l tng dn s cc thnh ph, khu vc v quc gia khc nhau, s phn b tui tc v c cu dn tc, trnh

hc vn, mu hnh h gia nh, cng nh cc c im v phong tro ca khu vc.S bng n dn s trn ton th gii

S bng n dn s th gii l mt mi lo ch yu ca cc chnh ph v cc t chc khc nhau trn khp th gii. C s ca miquan tm ny gm hai yu t.

Th nht l cc ngun ti nguyn ca tri t c hn, khng th m bo cuc sng cho mt s lng ngi ng nh vy, cbit l vi mc sng m mi ngi khao kht mun c.

Nguyn nhn th hai gy ra mi lo ngi l mc tng dn s t cao nht nhng nc v cng ng t c kh nng m bo cucsng nht. Nhng khu vc km pht trin trn th gii hin chim 76% dn s th gii v ang tng ln vi tc 2% mi nm, trongkhi dn s nhng khu vc pht trin hn ca th gii ch tng 0,6% mi nm. Nhng nc ngho s lun qun trong ci ngho khng n, mt.

C cu tui ca dn s quyt nh cc nhu cuDn s c th chia thnh su nhm tui: Cha n tui i hc, tui i hc, thiu nin, thanh nin tui t 25 n 40, trung nin tui

t 40 n 65 v cao nin tui t 65 tr ln. i vi nhng ngi lm Marketing, l nhng du hiu cho bit nhng loi sn phm vdch v no s c nhu cu ln trong vi nm ti

Nhng ngi lm Marketing ngy cng hay c gng phn nh cc nhm tui hn na i vi cc th trng mc tiu. Nhngnhm mang k hiu vit tt nh sau:

+ SKIPPIES: Hc sinh c thu nhp v sc mua

+ MOBYS: B gi, tr s sinh

+ DINKS: Thu nhp gp i, khng c con

+ DEWKS: Hai ngi kim tin v c con

+ PUPPIES: Nhng ngi chuyn nghip ngho thnh th

+ WOOFS: Nhng ngi cao nin sung tc

Mi nhm c mt s nhu cu sn phm v dch v nht nh, nhng s thch v phng tin truyn thng v hnh thc bn l, sgip cc ngi lm Marketing xc nh chi tit hn nhng hng ha tng ra th trng ca mnh.

Dn tc

Cc nc c c cu dn tc v chng tc rt khc nhau. Nht l mt thi cc, v mi ngi u l ngi Nht, cn Hoa K thnm thi cc kia, v dn chng c ngun gc t hu nh tt c cc nc. u tin Hoa K c gi l ni hn c, th nhng ngy cngthy r nhng du hiu cho thy rng s khng c ni hn c. By gi ngi ta li gi Hoa K l mt x hi "h ln" vi cc nhm sctc vn duy tr nhng im khc bit ca dn tc, quan h hng xm lng ging v cc nn vn ha. Dn s Hoa K (nm 1990 l 249triu) gm 80% l da trng, 12% da en v 3% l dn Chu . Mi nhm dn c c nhng mong mun nht nh v nhng thi quen

mua sm nht nh.Cc nhm trnh hc vn

Trong bt k x hi no dn c cng c phn thnh nm nhm trnh hc vn: M ch, hc d dang trung hc, tt nghiptrung hc, tt nghip i hc v tt nghip nghip v chuyn mn. Nht 99% dn c bit ch, trong khi Hoa K 10% - 15% dn cc th khng bit g v nghip v chuyn mn. Mt khc, Hoa K li l nc c t l phn trm cng dn tt nghip i hc cao nht,khong 20%. Giu khng phi nh vo ti nguyn m nh vo ngun nhn lc.

7/30/2019 Quan tri Marketing.doc

4/43

Cc kiu h gia nh

Mi ngi u ngh, mt h gia nh truyn thng gm chng, v v con ci (i khi c ng b). Ngy nay Hoa K h gia nhtruyn thng khng cn l kiu h gia nh ph bin na. H gia nh ngy nay gm ngi c thn sng mt mnh, nhng ngi lntui cng gii hay khc gii sng chung vi nhau, nhng gia nh ch c b hoc m, nhng cp v chng khng c con, v nhng t mtrng tri. Mi nhm c nhng nhu cu v thi quen mua sm ring. V d, nhm c thn, ly thn, ga ba, ly d cn nhng cn h nhhn, nhng thit b khng t tin v nh hn, g v trang tr ni tht khng t tin v thc phm ng gi nh hn. Nhng ngilm Marketing phi ch nghin cu ngy cng nhiu hn nhng nhu cu c bit ca nhng h gia nh khng theo truyn thng ny,v s h gia nh kiu ny ang tng nhanh hn s h gia nh truyn thng.

Dch chuyn ch trong dn c

Dch chuyn t th trng i chng sang cc vi th trngTc ng ca tt c nhng thay i ny dn n vic chia nh th trng i chng thnh rt nhiu nhng vi th trng khc

nhau v la tui, gii tnh v dn tc, trnh hc vn, a l, li sng, v...v. mi nhm c nhng s thch r rt v nhng c im tiudng ring v c tip cn thng qua nhng knh thng tin v phn phi ngy cng c mc tiu r rt hn. Cc cng ty t b dn

phng thc "n xi" nhm vo ngi tiu dng "trung bnh" gi nh v ngy cng chuyn sang thit k nhng sn phm v chngtrnh Marketing ca mnh cho nhng vi th trng nht nh.

3.2. Mi trng kinh t

Th trng cn c sc mua v cng chng. Sc mua hin c trong mt nn kinh t ph thuc vo thu nhp hin c, gi c, lngtin tit kim, n nn v kh nng c th vay tin. Nhng ngi lm Marketing phi theo di cht ch nhng xu hng ch yu trong thunhp v cc kiu chi tiu ca ngi tiu dng.

Phn phi thu nhp

Cc nc rt khc nhau v mc v cch phn phi thu nhp. Yu t quyt nh l c cu cng nghip.

Nn kinh t t tc: Trong nn kinh t t tc tuyt i b phn dn c lm nng nghip n thun. H tiu dng hu ht sn phmlm ra v em trao i s cn li ly nhng hng ha v dch v n gin. H to rt t c hi cho nhng ngi lm Marketing.

Nn kinh t xut khu nguyn liu: Nhng nn kinh t xut nguyn liu thng giu mt hay nhiu ngun ti nguyn thinnhin, nhng ngho v cc mt khc. Phn ln thu nhp u do xut khu nhng ti nguyn m c. V d nh Zaire (cao su) v RpSau di (du m). Nhng nc ny l th trng tt i vi cc thit b tch nhit, cc cng c v ph tng, thit b bc xp vt t v xevn ti.

Nn kinh t cng nghip ha: Trong nn kinh t ang pht trin, sn xut bt u chim khong t 10 n 20% tng sn phmquc dn ca t nc. V d nh n , Ai Cp v Philippines. Khi sn xut tng ln t nc phi da nhiu hn vo vic nhp khunguyn liu, st thp, my mc hng nng v t phi nhp khu li nh c, cc sn phm ca giy v thc phm ch bin. Qu trnhcng nghip ha to ra mt giai tng mi, giu c v mt tng lp trung lu nh nhng ang pht trin ln, c hai tng lp ny uyu cu nhng kiu hng ho mi, trong s c mt s phi nhp khu.

Nn kinh t cng nghip: Nn kinh t cng nghip l ngi xut khu ch yu nhng hng ha lm ra v vn u t. H mua hngcng nghip ca nhau v cng xut khu cho nhau nh cc kiu nn kinh t khc trao i nguyn liu v cc bn thnh phm. Nhnghot ng sn xut to ln v a dng ca nhng nc cng nghip ny v tng lp trung lu rt ng o ca h lm cho nhng ncny tr thnh nhng th trng giu c i vi tt c cc loi hng ha.

Phn phi thu nhp c quan h vi c cu cng nghip ca t nc, nhng ng thi cng chu nh hng ca h thng chnh tr.Ngi lm Marketing phn cc nc theo nm kiu phn phi thu nhp khc nhau: (1) Thu nhp rt thp, (2) Phn ln c thu nhp thp,(3) thu nhp rt thp, rt cao, (4) thu nhp thp, trung bnh, cao, v (5) phn ln c thu nhp trung bnh.

Tit kim, n, kh nng vay tin

Vic chi tiu ca ngi tiu dng chu nh hng ca vic tit kim, n nn v kh nng vay tin. V d, ngi Nht tit kim

khong 18% thu nhp ca mnh, trong khi nhng ngi tiu dng Hoa K ch tit kim khong 6%. Kt qu l cc ngn hng Nht c thcho cc cng ty Nht vay tin vi li sut thp hn nhiu so Vi cc ngn hng Hoa K, v chnh kh nng c c vn r hn ny gip cc cng ty Nht pht trin nhanh hn. Nhng ngi tiu dng Hoa K cng c t l n trn thu nhp cao v iu ny li lm chmli nhng khon chi tiu cho nh v nhng mt hng cao cp. Hoa K c kh nng vay tn dng rt d, song li sut kh cao, c bitl i vi nhng ngi i vay c thu nhp tng i thp. Nhng ngi lm Marketing phi theo di k lng mi bin ng ln trongthu nhp, gi sinh hot, li sut, cc kiu tit kim v vay tin, bi v chng c th c nh hng ln, c bit l n nhng cng ty,nhng sn phm c mc nhy cm cao i vi thu nhp v gi.

3.3. Mi trng t nhin

Trong nhng nm 1990 iu kin ca mi trng t nhin ngy cng xu i tr thnh mt trong nhng vn quan trng t ratrc cc doanh nghip v cng chng. nhiu thnh ph trn th gii tnh trng nhim khng kh v nc t ti mc nguyhim. Mt mi lo rt ln l cc ha cht cng nghip to ra l thng trn tng ozone gy nn hiu ng nh knh, tc l lm cho tri tnng ln n mc nguy him. Ty u, cc ng "xanh" gy sc p rt mnh i phi c nhng hnh ng chung lm gim

nhim trong cng nghip.Nhng ngi lm Marketing cn nhy bn vi nhng mi e da v c hi gn lin vi bn xu hng trong mi trng t nhin.

Thiu ht nguyn liu

Vt cht ca tri t c loi v hn, loi hu hn, c th ti to c v loi hu hn khng ti to c. Ngun ti nguyn v hn,nh khng kh, khng t ra vn cp bch, mc d c mt s nhm thy c mi nguy him lu di. Cc nhm bo v mi trng

7/30/2019 Quan tri Marketing.doc

5/43

vn ng cm s dng mt s cht y nht nh trong cc bnh xt, v chng c kh nng ph hu tng ozone ca kh quyn. mt skhu vc trn th gii, nc l mt vn ln.

Nhng ngun ti nguyn hu hn, ti to c, nh rng v thc phm, cn c s dng mt cch khn ngoan. Nhng ngun tinguyn hu hn khng ti to c, nh du m, than , km, bc, s t ra mt vn nghim trng khi gn n lc b cn kit.

Chi ph nng lng tng

Mt ngun ti nguyn hu hn khng th ti to - du m - ra nhng vn nghim trong cho nn kinh t th gii. Gi dum tng vt thc y vic tm kim ro rit nhng dng nng lng khc. Than li tr nn ph bin v cc cng ty tm kimnhng phng tin c ngha thc tin khai thc nng lng mt tri, ht nhn, gi v cc dng nng lng khc. Ch ring trong lnhvc nng lng mt tri c hng trm cng ty tung ra nhng sn phm th h u tin khai thc nng lng mt tri phc v si

m nh v cc mc ch khc. Mt s cng ty tm cch ch to t in c gi tr thc tin v treo gii thng hng t bc chongi ot gii.

Mc nhim tng

Mt s hot ng cng nghip chc chn s hu hoi cht lng ca mi trng t nhin. Hy xt vic loi b cc cht thi hahc v ht nhn, mc nhim thu ngn gy nguy him ca nc bin, cc ha cht gy nhim khc trong t v thc phm v vicvt ba bi trong mi trng nhng chai l, cc vt liu bao b bng nha v cht khc khng b phn hu sinh hc.

Mi lo lng ca cng chng to ra mt c hi Marketing cho nhng cng ty nhy bn. N to ra mt th trng ln cho ccgii php kim sot nhim, nh thp lc kh, cc trung tm ti sinh v h thng bi thi. N dn n ch tm kim nhng phng n snxut v bao gi hng ha khng hu hoi mi trng. Nhng cng ty khn ngoan thay v b chm chn, ch ng c nhng chuyn

bin theo hng bo v mi trng t ra l mnh c quan tm n tng lai ca mi trng th gii.

S thay i vai tr ca cc chnh ph trong vic bo v mi trng

Mi trng cng ngh

Mt lc lng quan trng nht, nh hnh cuc sng ca con ngi l cng ngh. Cng ngh to ra nhng iu k diu nhpenicillin, m tim m, v thuc trnh thai. N cng gy ra nhng ni kinh hong nh bom khinh kh, kh c i vi h thn kinh vsng tiu lin. N em li cho ta nhng th va li va hi, nh t, tr chi video, bnh m trng. Thi ca ngi ta i vi cngngh tu thuc vo ch ngi ngh nhiu n nhng iu k diu hay nhng iu kinh hong m n em li.

Mi cng ngh mi u l mt lc lng "ph hoi mt cch sng to". Transistor gy thit hi cho ngnh sn xut bng int, k thut sao chp xerox gy thit hi cho ngh sn xut giy than, t gy thit hi cho ngnh ng st, v truyn hnh gythit hi cho bo ch. ng l ra nhng ngnh c phi chuyn sang nhng ngnh mi, song nhiu ngnh chng li hay xem thngchng v kt qu l nhng x nghip ca ngnh b suy sp.

Mi cng ngh u to ra mt hu qulu di quan trng m khng phi bao gi cng c th thy trc c. V d, thuc trnhthai lm cho gia nh nh hn, nhiu b v i lm hn v phn thu nhp c tu s dng cng ln hn, dn n chi tiu nhiu hn chochuyn du lch ngh ngi, mua sm nhng hng ha lu bn v nhng th khc.

Ngi lm Marketing phi theo di nhng xu hng sau y trong cng ngh.

S tng tc ca vic thay i cng ngh

Rt nhiu sn phm thng thng ngy nay cch y 30 nm khng th kim u ra. John F.Kenedy khng bit my tnh c nhn,ng h eo tay hin s, u my video hay my Fax. Trong cun Future Shock ca mnh Alvin Toffler thy c s tng tc trong phtminh, khai thc v truyn b cc cng ngh mi. Ngy cng nhiu tng em li kt qu, v thi gian t khi c nhng tng min khi thc hin thnh cng ang c rt ngn nhanh chng, v thi gian t khi a vo sn xut n nh cao ca sn xut cng crt ngn ng k. Chn mi phn trm nhng nh khoa hc c hin nay vn cn sng, v cng ngh t nui mnh.

Nhng c hi i mi v hn

Ngy nay cc nh khoa hc ang nghin cu mt lot nhng cng ngh mi rt k l s to nn mt cuc cch mng i vi cc

sn phm v cc qu trnh sn xut ca ta. Nhng cng trnh nghin cu l th nht ang c tin hnh trong cc lnh vc cng nghsinh hc, in t cht rn, robot hc v cc khoa hc vt liu. Ngy nay cc nh khoa hc ang nghin cu cch cha bnh AIDS huhiu hn, thuc trng sinh, thuc gim au, robot lm vic nh, thuc trnh thai tuyt i an ton, v thc phm ngon, b dng khnggy bo. Ngoi ra cc nh khoa hc cng nghin cu nhng sn phm vin tng, nh t bay, truyn hnh ba chiu v nhng khu nhtrong v tr. Trong mi trng hp, thch thc khng ch l v mt k thut, m l c v mt thng mi, tc l phi pht trin cnhng phng n va ti tin cho cc sn phm .

Thay i ngn sch nghin cu v pht trin

Hoa K dn u th gii v chi ph hng nm cho nghin cu v pht trin (74 t USD), nhng gn 60% s kinh ph c dnhcho quc phng. Cn iu chnh thm kinh ph cho khoa hc nghin cu vt liu, cng ngh sinh hc v vi c kh. Trong khi Nht angtng chi ph cho nghin cu thm d nhng vn c bn trong vt l, l sinh v khoa hc my tnh.

Phn kinh ph nghin cu v pht trin ca Hoa K dnh cho pht trin ngy cng tng gy nn mi lo l liu Hoa K c th

duy tr c v tr dn u trong khoa hc c bn khng. Nhiu cng ty ang theo ui nhng ci tin lt vt cho sn phm ch khnggim mo him u t vo nhng nghin cu i mi ln. Ngay c nhng cng ty nghin cu c bn nh Du Pont, Bell Laboratories vPfizer cng lm vic rt thn trng. Nhiu cng ty mu tnh b tin vo vic sao chp nhng sn phm ca cc i th cnh tranh v chc nhng ci tin nh v tnh nng v kiu dng. Phn ln nhng nghin cu l phng ng ch khng phi tin cng. Ngy cngnhiu cng trnh nghin cu nhm to ra bc t ph quan trng l do cc tp on cng ty thc hin ch khng phi tng cng ty ringr.

7/30/2019 Quan tri Marketing.doc

6/43

Quy nh v thay i cng ngh ngy cng cht ch

Khi sn phm ngy cng phc tp hn, cng chng cn c bo m an ton chc chn. V vy cc c quan nh nc tngcng quyn lc ca mnh i vi vic kim tra v nghim cm nhng sn phm c kh nng khng an ton.

Vic thay i cng ngh gp phi s chng i ca nhng ngi xem l mt s e da t nhin, cuc sng ring t, tnh chtn gin v thm ch c loi ngi na. Nhiu nhm khc nhau phn i vic xy dng nhng nh my in nguyn t, nhng nginh cao tng v nhng c s gii tr trong cc vn quc gia. H i hi phi nh gi cc cng ngh mi v mt cng ngh trc khithng mi ha chng.

Nhng ngi lm Marketing cn hiu r l mi trng cng ngh lun thay i v nm c nhng cng ngh mi c th phcv nhu cu ca con ngi nh th no. H cn hp tc cht ch vi nhng ngi lm cng tc nghin cu v pht trin khuyn khch

h nghin cu hng theo th trng nhiu hn. H phi cnh gic vi nhng hu qu khng mon mun ca mi i mi c th gy thithi cho ngi s dng v to ra s mt tn nhim cng thi chng i ca ngi tiu dng.

Mi trng chnh tr

Nhng quyt nh Marketing chu tc ng mnh m ca nhng din bin trong mi trng chnh tr. Mi trng ny gm c lutphp, cc c quan nh nc v nhng nhm gy sc p c nh hng v hn ch cc t chc v c nhn khc nhau trong x hi.

Hin nay c kh nhiu o lut iu chnh hot ng kinh doanh

Gy cn tr n hot ng kinh doanh. Lut kinh doanh c mt s mc ch.

Th nht l bo v cc cng ty trong quan h vi nhau. Cc gim c iu hnh doanh nghip u ca ngi cnh tranh nhng li cgng v hiu cnh tranh khi n ng chm n mnh. Khi b e da, mt s ngi tham gia vo vic nh gi rt chi li hay khuyn mihy nhng mu toan xit cht vic phn phi. Cho nn phi thng qua nhng o lut xc nh v ngn chn cnh tranh khng lnh

mnh.Mc ch th hai ca vic iu chnh ca chnh quyn l bo v tiu dng trc tnh trng kinh doanh gian di. Nu ch cn li

mt mnh, mt s cng ty s gim cht lng sn phm ca mnh, qung co sai s thc, nh la bng bao b v dng gi cu khch.Nhiu c quan xc nh v ngn chn nhng hnh vi gian di i vi ngi tiu dng. Nhiu nh qun tr gin d mi khi c thmmt o lut bo v ngi tiu dng, ch c mt s rt t cho rng phong tro bo v ngi tiu dng c th l mt vic tt nht lmc.

Mc ch th ba ca quy nh ca chnh quyn l bo v li ch ca x hi chng li nhng hnh vi ba bi trong kinh doanh. Cth xy ra trng hp tng sn phm quc gia ca mt nc tng ln, nhng cht lng cuc sng li gim st. Mc ch chnh canhng o lut mi v/ hay vic cng ch thi hnh l nhm buc cc doanh nghip phi gnh vc nhng chi ph x hi do qu trnh snxut hay sn phm ca h gy ra.

Tuy vy, phn s ca nhng ngi lm Marketing l phi nm vng nhng o lut bo v cnh tranh, ngi tiu dng v x hi.Ni chung, cc cng ty u xy dng nhng th tc xem xt tnh hp php v ban hnh nhng tiu chun o c hng dn nhngnh qun tr Marketing ca mnh. Song c mt s nhng ngi lm Marketing vn phn nn rng c qu nhiu quyt nh Marketing ldo b phn php l a ra v h mun c c quyn t do hn mt cht trong vic thng qua quyt nh gy tr ngi cho cc hot ngca marketing.

S pht trin ca cc nhm bo v li ch cng cng

3.4. Mi trng vn ha

X hi m con ngi ln ln trong nh hnh nim tin c bn, gi tr v cc chun mc ca h. Con ngi hp th, hu nhmt cch khng c thc, mt th gii quan xc nh mi quan h ca h vi chnh bn thn mnh, vi ngi khc, vi t nhin v viv tr. Sau y l mt s c im v xu hng vn ha ch yu m ngi lm Marketing cn quan tm.

Nhng gi tr vn ha ct li bn vng

Nhng ngi sng trong mt x hi c th c rt nhiu nim tin v gi tr ct li c khuynh hng tn ti lu bn. Chng hn nh

hu ht ngi M u tin chc l phi lm vic, lp gia nh, lm cng vic t thin v sng lng thin. Nhng nim tin v gi tr ct lic truyn t b m sang con ci v c cc nh ch x hi, nh nh trng, nh th, doanh nghip, nh nc, cng c thm.

Nhng nim tin v gi tr th yu ca con ngi d thay i hn. Vic tin tng vo th ch hn nhn l mt nim tin ct li, cnvic tin vo iu l ngi ta phi lp gia nh sm l mt nim tin th yu. Nhng ngi lm Marketing k hoch ha gia nh c th tc kt qu nhiu hn trong vic thuyt phc mi ngi nn thnh lp gia nh mun, ch khng th thuyt phc h hon ton khngnn lp gia nh. Nhng ngi lm Marketing c mt s c may thay i nhng gi tr th yu ch rt t kh nng thay i nhng gitr ct li.

Mi nn vn ha u bao gm nhng nhnh vn ha

Mi x hi u cha ng nhiu nhnh vn ha, tc l nhng nhm ngi khc nhau cng chia s nhng gi tr ny sinh t nhngkinh nghim v hon cnh sng nht nh. Trong trng hp cc nhm ca nhng nhnh vn ha th hin nhng mong mun v hnh vitiu dng khc nhau, th nhng ngi lm Marketing c th la chn cc nhnh vn ha lm nhng th trng mc tiu ca mnh.

Nhng gi tr vn ha th yu bin i theo thi gian

Mc d nhng gi tr vn ha ct li kh bn vng, vn c nhng bin i nht nh. Trong thi k ca thp k 60, phong tro"hippi", ban nhc Beatles, Elvis Presley, tp ch Playboy v nhng hin tng vn ha khc c nh hng ln n cch tc, cch nmc, nhng chun mc v quan h nam n v mc ch cuc sng ca lp tr. Lp tr ngy nay li chu nh hng ca nhng nhn vtv mt nht thi mi: Michael Jordan, Madonna, Bruce Springsteen. Mt trong nhng hnh tng mi ch yu l nhng nh chuynnghip tr thnh ph c rt nhiu tham vng ngh nghip v kin thc bo th ca tui tr ngy nay.

7/30/2019 Quan tri Marketing.doc

7/43

Nhng ngi lm Marketing ht sc quan tm n vic pht hin nhng bin i v vn ha c th bo trc nhng c hiMarketing v mi e da mi. Mt s cng ty cung cp nhng d bo x hi/ vn ha theo hng ny. Mt trong nhng cng ty niting nht l Yankelovich Monitor. Monitor phng vn 2.500 ngi mi nm v theo di 35 xu hng x hi, nh "chn ght ci toln", "thuyt huyn nhim", "sng v ngy hm nay", "lnh xa quyn chim hu" v "thch khoi lc". N m t t l phn trm dn cc cng quan im cng nh t l phn trm dn c theo xu hng ngc li. V d, t l nhng ngi coi trng sc kho v cuc sngsung tc tng ln mt cch n nh trong nhiu nm, c bit l trong nhm di ba mi tui, nhng ph n tr, nhm thng lu,v nhng ngi sng min Ty. Nhng ngi lm Marketing thc phm t nhin v thit b tp th dc cung cp cho xu hng nynhng thc phm thch hp v thng tin cn thit

4. Mi trng vi m:

4.1. p lc cnh tranh ca nh cung cpS lng v quy m nh cung cp: S lng nh cung cp s quyt nh n p lc cnh tranh, quyn lc m phn ca h i

vi ngnh, doanh nghip. Nu trn th trng ch c mt vi nh cung cp c quy m ln s to p lc cnh tranh, nh hng ti ton bhot ng sn xut kinh doanh ca ngnh.

Kh nng thay th sn phm ca nh cung cp: Trong vn ny ta nghin cu kh nng thay th nhng nguyn liu u vo docc nh cung cp v chi ph chuyn i nh cung cp (Switching Cost).

Thng tin v nh cung cp: Trong thi i hin ti thng tin lun l nhn t thc y s pht trin ca thng mi, thng tin vnh cung cp c nh hng ln ti vic la chn nh cung cp u vo cho doanh nghip.

Nhng ngi cung ng l nhng cng ty kinh doanh v nhng ngi c th cung cp cho cng ty v cc i th cnh tranh v ccngun vt t cn thit sn xut ra nhng mt hng c th hay dch v nht nh.

Nhng s kin xy ra trong mi trng ngi cung ng c th nh hng nghim trng n hot ng marketing ca cng ty.Nhng ngi qun tr marketing phi ch theo di gi c cc mt hng cung ng, bi v vic tng gi cc vt t mua v c th bucphi nng gi xe p. Thiu mt chng loi vt t no , bi cng v nhng s kin khc c th lm ri lon v cung ng v lch gi xep cho khch t hng. Trong k hoch ngn hn s b l nhng kh nng tiu th v trong k hoch di hn s lm mt i thin cmca khch hng i vi cng ty.

Vi tt c cc ngnh, nh cung cp lun gy cc p lc nht nh nu h c quy m, s tp hp v vic s hu cc ngun lcqu him. Chnh v th nhng nh cung cp cc sn phm u vo nh l (Nng dn, th th cng.... ) s c rt t quyn lc m phn ivi cc doanh nghip mc d h c s lng ln nhng h li thiu t chc.

Nhng ngi mi gii marketing

Nhng ngi mi gii marketing l nhng cng ty h tr cho cng ty i ln, tiu th v ph bin hng ha ca cng ty trong giikhch hng. y gm c nhng ngi mi gii thng mi, cc cng ty chuyn t chc lu thng hng ha, cc t chc dch vmarketing v cc t chc ti chnh tn dng.

Nhng ngi mi gii thng mi.

Nhng ngi mi gii thng mi l nhng cng ty kinh doanh h tr cng ty tm kim khch hng v/hay trc tip bn sn phmcho h. Ti sao cng ty li cn n nhng ngi mi gii thng mi? l v ngun mi gii thng mi c th m bo cho ngi t

hng nhng iu kin thun tin v a im, thi gian v th tc mua hng vi chi ph t hn so vi trng hp nu cng ty t lm.Nhng ngi mi gii thng mi to c nhng iu kin thun tin v c im bng cch tch tr xe p ngay nhng ni c khchhng. iu kin thun li v thi gian c to ra nh trng by v m bo lun c xe p vo nhng thi k m ngi tiu dng munmua chng. iu kin thun li trong th tc mua hng ng thi chuyn giao quyn s hu cho h. Nu nh cng ty mun t m bonhng iu kin thun tin nu trn th n phi u t, t chc v m bo vic lm cho mt h thng im bun bn s trn quy mc nc. Cho nn cc cng ty thy hp l nht l duy tr s hp tc vi mt h thng nhng ngi mi gii thng mi c lp.

Cc t chc dch v marketing.

7/30/2019 Quan tri Marketing.doc

8/43

Cc t chc dch v marketing l nhng cng ty nghin cu marketing, nhng cng ty qung co, nhng t chc ca cc phngtin qung co v cc cng ty t vn marketing gip cho cng ty sn xut nh hng chnh xc hn v a hng ca mnh n nhng thtrng thch hp i vi h.Cng ty sn xut phi quyt nh.

xem mnh c cn s dng dch v ca cc t chc khng hay t m nhim ly tt c cc cng vic cn thit. Sau khi quytnh s dng cc dch v mt tin, cng ty phi la chn k lng nhng ngi cung ng dch v, bi v cc cng ty chuyn doanh khcnhau v kh nng sng to ca mnh, cht lng hon thnh cng vic, khi lng dch v cung ng v gi c.

Cc t chc ti chnh - tn dng.

Cc t chc ti chnh tn dng bao gm cc ngn hng, cc cng ty tn dng, cc cng ty bo him v cc t chc khc h tr cngty u t cho cc thng v v/hay bo him chng ri ro lin quan n vic mua hay bn hng. Phn ln cc cng ty v khch hng

khng th b qua s gip ca cc t chc ti chnh tn dng khi u t cho cc thng v ca mnh. Vic tng gi tn dng v/haythu hp kh nng tn dng c th lm nh hng nghim trng n hiu qu ca hot ng marketing ca cng ty. V th cng ty cn thitlp mi lin h bn vng vi nhng t chc ti chnh tn dng quan trng nht i vi mnh.

4.2. p lc cnh tranh t khch hng

Khch hng l mt p lc cnh tranh c th nh hng trc tip ti ton b hot ng sn xut kinh doanh ca ngnh.

Khch hng c phn lm 2 nhm:

+Khch hng l

+Nh phn phi

C hai nhm u gy p lc vi doanh nghip v gi c, cht lng sn phm, dch v i km v chnh h l ngi iu khincnh tranh trong ngnh thng qua quyt nh mua hng.

Tng t nh p lc t pha nh cung cp ta xem xt cc tc ng n p lc cnh tranh t khch hng i vi ngnh

+ Quy m

+Tm quan trng

+Chi ph chuyn i khch hng

+Thng tin khch hng

c bit khi phn tch nh phn phi ta phi ch tm quan trng ca h, h c th trc tip i su vo uy hip ngay trong nib ca doanh nghip.

Wal- Mart l nh phn phi ln c tm nh hng ton th gii, h thng phn phi ca Wal mart c th nh hng ti nhiungnh hng nh thc phm, hng in t , cc hng hng ha tiu dng hng ngy. Wal Mart c quyn lc m phn vi cc doanh

nghip khc v gi c, cht lng sn phm cng nh cc chnh sch marketing khi a hng vo trong h thng ca mnh.i vi cc doanh nghip va v nh ti Vit Nam, vic a cc sn phm vo h thng phn phi ca cc siu th lun gp

phi kh khn v tr ngi v cc p lc v gi v cht lng. Hu ht cc sn phm ca Vit Nam nh dt may, da giy rt kh xm nhpvo cc th trng ln nh M ,EU nu khng qua h thng phn phi. Chnh v vy chng ta c lng nghe nhng cu chuyn vvic mt i giy sn xut Vit Nam bn cho nh phn phi vi gi thp cn ngi dn Vit Nam khi mua hng nc ngoi th phichu nhng ci gi ct c so vi sn phm cng chng loi trong nc.

Cng ty cn phi nghin cu k nhng khch hng ca mnh. Nhn chung c nm dng th trng khch hng. Tt c nhng thtrng ny c trnh by di y l nhng nh ngha ngn gn v chng.

1. Th trng ngi tiu dung: nhng ngi v h dn mua hng ho v dch v s dng cho c nhn

2. Th trng cc nh sn xut: cc t chc mua hng ho v dch v s dng chng trong qu trnh sn xut.

3. Th trng nh bn bun trung gian: t chc mua hng v dch v sau bn li kim li.4. Th trng ca cc c quan Nh nc: nhng t chc mua hng v dch v sau s dng trong lnh vc dch v cng cng

hoc chuyn giao hng ho v dch v cho nhng ngi cn n n.

5. Th trng quc t: nhng ngi mua hng ngoi nc bao gm nhng ngi tiu dung, sn xut bn trung gian v cc cquan Nh nc ngoi nc.

4.3. p lc cnh tranh t i th tim n:

Theo M-Porter, i th tim n l cc doanh nghip hin cha c mt trn trong ngnh nhng c th nh hng ti ngnh trongtng lai. i th tim n nhiu hay t, p lc ca h ti ngnh mnh hay yu s ph thuc vo cc yu t sau:

+ Sc hp dn ca ngnh: Yu t ny c th hin qua cc ch tiu nh t sut sinh li, s lng khch hng, s lng doanhnghip trong ngnh.

+Nhng ro cn gia nhp ngnh: l nhng yu t lm cho vic gia nhp vo mt ngnh kh khn v tn km hn .1. K thut

2. Vn

3. Cc yu t thng mi: H thng phn phi, thng hiu , h thng khch hng ...

7/30/2019 Quan tri Marketing.doc

9/43

4. Cc ngun lc c th: Nguyn vt liu u vo ( B kim sot ), Bng cp , pht minh sng ch, Ngun nhn lc, sbo h ca chnh ph ....

Khng ai c th lng c vic Apple s cho ra i my nghe nhc Ipod nh bi ngi hng v cng ngh mutilmedia nhSony. R rng sc hp dn ca cu cc thit b nghe nhc a Ipod tr thnh sn phm cng ngh c a chung nht. Chnh Sony t lm cc ro cn v cng ngh, thng hiu ca mnh gim st bng vic qu ch trng vo pht trin theo chiu rng nhiu ngnh ngi t hon Apple thm nhp v kim sot ton b th trng, bin li th cnh tranh ca Sony tr thnh gnh nng cho chnh h.

Tng t nh v d trn chng ta so snh trong ngnh cng nghip nng nh sn xut my bay. Ro cn gia nhp ngnh qu lnc v vn, cng ngh, nguyn vt liu u vo nn hin ti ch c 2 hng hng khng ln cnh tranh vi nhau l Airbus v Boeing. Nukhng c s t bin v cng ngh ch to ra sn phm mi hoc l ti u hn my bay ( Loi my no c th i t ni ny sang

ni khc nh truyn c tch) hoc l tnh nng tng tng nhng gi v cng ngh r hn th chc chn ro cn gia nhp ngnh ch tomy bay vn l ch qu xa cho cc doanh nghip khc.

4.4. p lc cnh tranh t sn phm thay th

Sn phm v dch v thay th l nhng sn phm, dch v c th tha mn nhu cu tng ng vi cc sn phm dch v trongngnh.

Ta c th ly lun v d sau mi a ra cc nhn nh v p lc cnh tranh ch yu ca sn phm thay th

Phn ln thnh vin trong Saga l cc qu ng. M cc qu ng th c s thch ung bia, ru khi ung vo ri th l say, sayth cc phu nhn s khng thch. Cc bc thng li cho bn b, ng nghip, i tc .... bin c cho vic mnh tiu th lng ln

bia b sung doanh thu cho cc hng bia hi. Vy bia tha mn nhu cu g :

+ Gp g i tc

+ T hp bn b+ Bn cng vic vi ng nghip

.... cn v vn l do khc nhng ta xt trn phng din cng vic nn ch dng mt vi yu t nhn nh.

Vy sn phm thay th ca bia, ru l mt hng ha ( hoc dch v c th tha mn cc nhu cu trn). Ti y ti xin lit kmt s hng ha c th thay th c bia ru : Ung cafe, ung tr, chi th thao .Cc dch v ny c th tha mn cc nhu cu trn vthm vo mt li ch l c ch em saganor hoan nghnh.

Qua v d trn chng ta thy p lc cnh tranh ch yu ca sn phm thay th l kh nng p ng nhu cu so vi cc sn phmtrong ngnh, thm vo na l cc nhn t v gi, cht lng , cc yu t khc ca mi trng nh vn ha, chnh tr, cng ngh cng snh hng ti s e da ca sn phm thay th.

Tnh bt ng, kh d on ca sn phm thay th : Ngay c trong ni b ngnh vi s pht trin ca cng ngh cng c th to

ra sn phm thay th cho ngnh mnh. in thoi di ng chnh l sn phm thay th cho in thoi c nh v sp ti l VOIP s thayth cho c hai sn phm c.

Chi ph chuyn i: Chng ta bit cc phn mm m ngun m nh Linux hay nh Vit Nam l Viet Key Linux gi thnh rtr thm ch l min ph nhng rt t ngi s dng v chi ph chuyn i t h iu hnh Window v cc ng dng trong n sang mt hiu hnh khc l rt cao v c th nh hng n hot ng, cc cng vic trn my tnh.

4.5. p lc cnh tranh ni b ngnh

Cc doanh nghip ang kinh doanh trong ngnh s cnh tranh trc tip vi nhau to ra sc p tr li ln ngnh to nn mtcng cnh tranh. Trong mt ngnh cc yu t sau s lm gia tng sc p cnh tranh trn cc i th

+ Tnh trng ngnh : Nhu cu, tc tng trng ,s lng i th cnh tranh...

+ Cu trc ca ngnh : Ngnh tp trung hay phn tn

Ngnh phn tn l ngnh c rt nhiu doanh nghip cnh tranh vi nhau nhng khng c doanh nghip no c khnng chi phi cc doanh nghip cn li

Ngnh tp trung : Ngnh ch c mt hoc mt vi doanh nghip nm gi vai tr chi phi ( iu khin cnh tranh- C thcoi l c quyn)

+ Cc ro cn rt lui (Exit Barries) : Ging nh cc ro cn gia nhp ngnh, ro cn rt lui l cc yu t khin cho vic rt luikhi ngnh ca doanh nghip tr nn kh khn :

Ro cn v cng ngh, vn u t

Rng buc vi ngi lao ng

Rng buc vi chnh ph, cc t chc lin quan (Stakeholder)

Cc rng buc chin lc, k hoch.Th trng cung cp dch v vin thng di ng Vit Nam hin nay c rt nhiu nh cung cp nhng quyn lc chi phi th

trng vn nm trong tay 3 nh cung cp dch v vin thng l Vina Phone , Mobifone v Viettel.. Nhu cu s dng dch v ca VitNam tng khong 5-10%/ nm, doanh thu, li nhun ca cc nh cung cp cng tng vi con s tng ng. Mc d cho cc ro cngia nhp ngnh, ro cn rt lui .... l cao, p lc t khch hng khng ng k nhng ang c rt nhiu doanh nghip chun b gia nhpvo th trng . Mt iu ng mng hn na l s ra i ca ngnh dch v km theo dch vu vin thng nh : Cc tng i gii tr, c

7/30/2019 Quan tri Marketing.doc

10/43

cc, cc dch v khc m in hnh gn y l xem gi chng khon qua mng di ng. Vi xu hng ny sc cnh tranh trong ni bngnh s ngy cng gia tng v lc ngi tiu dng s ngy cng c tn trng hn.

4.6. p lc t cc bn lin quan mt thit

y l p lc khng c cp trc tip ngay trong ma trn nhng trong quyn sch " Strategic Management & BusinessPolicy" ca Thomas L. Wheelen v J. David Hunger c ghi ch v p lc t cc bn lin quan mt thit.

+ Chnh ph

+ Cng ng

+ Cc hip hi

+ Cc ch n, nh ti tr

+ C ng

+ Complementor ( Tm hiu l nh cung cp sn phm b sung cho mt hoc nhiu ngnh khc: Microsoft vit phn mm cho cc cng ty bn c my tnh, cc doanh nghip khc c th son tho vn bn bn c hng ...)

Phn tch khch hng:

a. Th trng ngi tiu dng

Khi nim: Ngi tiu dng l ngi mua sm hng ha dch v phc v tiu dng c nhn, gia nh hoc mt nhm ngi v nhucu sinh hot. Theo nh kinh t hc, vic tiu dng hng ha ca h mt mt c xem nh l vic s dng hay hy b mt ti sn kinht; mt mt khc cng l cch th hin mnh.

Th trng tiu dng bao gm cc c nhn, cc h gia nh v nhm ngi tp th mua sm hng ha dch v nhm mc ch tiu dng.CHNG V HNH VI CA KHCH HNG MC TIU

KHI NIM: Khch hng ca mt doanh nghip thng rt a dng v nhu cu, mc ch, ng c mua sn phm. Mun thc hinphng chm Bn nhng th m khch hng hng cn th doanh nghip cn phi thc hin quan im phn on th trng, tc l chiakhch hng thnh cc nhm c cc c im chung, nghin cu cc c im chung ca tng nhm tng on th trng. Trn c scc c tnh ca tng nhm khch hng m doanh nghip c th vch ra chin lc, chnh sch kinh doanh ph hp cho mi on thtrng. Sau y chng ta s nghin cu hnh vi mua ca hai on th trng ln l th trng ngi tiu dng v th trng cc t chc.

5.2. TH TRNG V HNH VI NGI TIU DNG

5.2.1. Khi nim:

Th trng ngi tiu dng (Consumer Market) bao gm nhng c nhn v h gia nh mua sn phm cho mc ch tiu dng c nhn,

gia nh. Nh vy cc quyt nh mua ca h mang tnh c nhn, vi mc tiu phc v cho bn thn hoc cho gia nh. Cc s n phmcho tiu dng c nhn rt a dng nh qun o, thc n, dng gia nh, xe c, trang sc, cc dch v vui chi gii tr, giao lu tnhcm Nh tiu dng cc sn phm , con ngi p ng c cc nhu cu c nhn tn ti. Mt khc, cng qua tiu dng, con ngic th th hin mnh trc con mt ca cng ng. l vn ho tiu dng. c gi c th rt d thy l cc dn tc, cc tn gio khcnhau th vn ho tiu dng khc nhau. Vn ha tiu dng to nn hnh vi tiu dng. Cho n nay (nm 2006), Vit Nam c ti trn 85triu dn. y l mt th trng ngi tiu dng ln v rt a dng cho cc doanh nghip trong v ngoi nc ni chung, v cc doanhnghip BCVT ni ring. Theo xu hng giao lu, hi nhp quc t v i sng vt cht ngy cng c nng cao, nhu cu tiu dng nichung, v nhu cu thng tin lin lc s tng ln. Ng i tiu dng rt khc nhau v tui tc, mc thu nhp, trnh hc vn v nhu cu thtrng hiu, tm l S khc nhau c th hin qua vn ho tiu dng ca h. Do vy, y chng ta s tm hiu cc c tnhchung nht ca ngi tiu dng. Mi doanh nghip c th chia ngi tiu dng thnh cc on th trng nh phc v. V d, qun ocho nam, n, qun o bnh dn, qun o cao cp Nh vy, th trng ngi tiu dng c 2 c im ln:

Nhu cu tiu dng a dng v bin i theo thi gian

Quy m th trng ln v ngy cng tng5.2.2. M hnh hnh vi mua ca ngi tiu dng Nghin c u hnh vi ca ngi tiu dng gip cho doanh nghip tm hiu xem khchhng mua v s dng hng ho nh th no. Trn c s nhn thc r c hnh vi ca ngi tiu dng, doanh nghip s c cn c chcchn tr li cc vn lin quan ti cc chin lc Marketing cn vch ra. l cc vn nh sau:

Ai l ngi mua hng?

H mua cc hng ho, dch v g?

Mc ch mua cc hng ho, dch v ?

H mua nh th no? Mua khi no? Mua u? Cc y u t thc Phn ng p ca ngi li ca ngi kch thch tiu dng tiudng Hnh 5.1. M hnh n gin hnh vi mua ca NTD Cc doanh nghip mun tm hiu xem ngi tiu dng phn ng nh th notrc cc kch thch Marketing ca doanh nghip cc chin lc Marketing hn hp. L do l nu bit c phn ng ca ngi tiu

dng, h s s dng hiu qu cc chin lc Marketing hn hp, v do vy nng cao ng k kh nng cnh tranh cu doanh nghip.Nhiu nh nghin cu a ra cc m hnh khc nhau m t hnh vi ngi tiu dng. Chng ta tm hiu cc m hnh trn cc Hnh5.1v Hnh 5.2. M hnh trn Hnh 5.1 cho ta thy khi qut mi tc ng ca cc yu t kch thch Marketing vo thc ca ngi tiudng v cc phn ng p li ca ngi tiu dng. M hnh trn Hnh 5.2. m t chi tit cc yu t trong c ba khi m hnh trn Hnh5.1. Nhng yu t kch thch ln ngi tiu dng bao gm cc yu t Marketing mix v cc yu t mi trng v m. thc ca ngitiu dng bao gm cc c tnh v qu trnh ra quyt nh mua ca h. Cc phn ng p li ca ngi tiu dng l cc la chn c mt trong hnh ch nht bn phi.

7/30/2019 Quan tri Marketing.doc

11/43

5.2.3. Cc yu t nh hng n hnh vi ca ngi tiu dng Ng i mua Ngi tiu dng sng trong mt x hi, cho nn hnh vi cah chu nh hng ca rt nhiu cc yu t trong x hi. l:

a) Cc yu t thuc v vn ho-x hi, bao gm : Vn ho, Nhnh vn ho, a v x hi. Vn ho l mt h thng nhng gi tr, nimtin, truyn thng v cc chun mc hnh vi c hnh thnh, pht trin, tha k qua nhiu th h. Vn ha c hp th ngay trong cucsng gia nh, sau l trong trng hc v trong x hi.

Sn phm

Gi c

Phn phi

Xc tin Cc y u t mi trng (chnh tr, kinh t, vn ho, cng ngh, dn s) Cc c tnh Cc phn ng ca ngi mua p lica NTD

La chn s.phm

La chn nhn Qu trnh hiu sn phm

La chn nh quyt nh kinh doanh mua ca

La chn s ngi TD lng sn phm mua Hnh 5.2. M hnh chi tit hnh vi mua ca ngi tiu dng V n ho l nguyn nhn cbn, u tin dn dt hnh vi ca con ngi ni chung v hnh vi tiu dng ni ring. chnh l vn ho tiu dng. Cch n mc, tiudng, s cm nhn gi tr ca hng ha, s th hin mnh thng qua tiu dng... u chu s chi phi mnh m ca vn ha. Nhng conngi c nn vn ho khc nhau th s c hnh vi tiu dng khc nhau. V d, ngi min Bc n ung, s dng xe c, nh ca, qun okhc ngi min Nam. Phong cch tiu dng ca ngi chu u c s khc bit ln so vi ngi chu . Do vy, thnh cng cc nhxut khu Vit Nam phi tm hiu k vn ha tiu dng ca cc nc nhp khu. Nhnh v n ho l mt b phn cu thnh nh hn camt nn vn ho. Nhm tn gio l mt loi nhnh vn ho. Cc nhnh vn ho khc nhau c cc li sng ring, hnh vi tiu dng ring.

Ngi o Hi king khng n tht b, ph n ra ng u phi bt mng v mc qun o kn mt.Nh vy, cc nhnh vn ho khcnhau s to thnh cc phn on th trng khc nhau. Giai tng x hi: Trong x hi no cng tn ti cc giai tng x hi khc nhau (ccng cp x hi). Vy th no l giai tng x hi? Giai tng x hi l nhng nhm ngi tng i n nh trong x hi c xp xptheo th bc, ng cp, c c trng bi cc quan im gi tr, li ch v hnh vi o c chung trong mi giai tng. Cc doanh nghip cn quan tm n hnh vi tiu dng trong cc giai tng, c bit l i vi cc hng ho c tnh d ph trng nh qun o, giy dp,xe c, nh ca, hot ng vui chi, gi tr Hiu r hnh vi tiu dng ca cc giai tng, doanh nghip s c c s thc hin phngchm Bn nhng th m khch hng cn. Vit Nam cha c phn loi chnh thc x hi thnh cc giai tng. Tuy nhin, trong x hicng tha nhn mt s cc tng lp dn c khc nhau. Nhng ngi cng chung trong mt giai tng th thng c hnh vi tiu dngging nhau. Nhng ngi thuc tng lp thng lu khng n cc qun n bnh dn. H mua sm cc hng ho tiu dng t tin, nh cao ca rng, chi tent, i xe t sang trng M, ngi ta phn loi ra thnh 6 giai tng x hi khc nhau cn c vo nghnghip, thu nhp, ti sn, hc vn.

b) Cc yu t mang tnh cht c nhn: Tui tc v giai on trong i sng gia nh, ngh nghip, tnh trng kinh t, li sng, c tnh.Tui tc v giai on trong i sng gia nh: Nhu cu v cc loi hng ho, dch v cng nh kh nng mua ca ngi tiu dng gnlin vi tui tc v giai on trong i sng gia nh ca h (chi tit xin xem ph lc 1 cui chng). Ngh nghip c nh hng ln nhnh vi mua ca khch hng. Ngoi cc hng ho lin quan trc tip n hot ng ngh nghip, khch hng vi ngh nghip khc nhaucng tiu dng khc nhau. Do vy, nh tip th cn tm hiu hnh vi tiu dng ca khch hng vi cc ngh nghip khc nhau nh: Cngnhn, nng dn, cng chc, tr thc, gii ngh s, nh qun l kinh doanh, nh chnh tr Tnh tr ng kinh t l iu kin tin quyt ngi tiu dng c th mua c hng ho, dch v. Khi ngn sch tiu dng cng cao th t l phn b cho tiu dng cc hng xa x cngtng ln, t l chi tiu cho cc hng thit yu cng gim xung. Ni chung, vo thi k kinh t t nc phn thnh, tng trng th ngita tiu dng nhiu hn v ngc li. Li sng phc ho mt cch r nt v chn dung cu mt con ngi. Hnh vi tiu dng ca conngi th hin r rt li sng ca anh ta. Tt nhin, li sng ca mi con ngi b chi phi bi cc yu t chung nh nhnh vn ho, nghnghip, nhm x hi, tnh trng kinh t v hon cnh gia nh. Nhng li sng ca mi ngi mang sc thi ring. Mc d li sng l mtc trng khng c lng ho, nhng cc nh tip th dng n nh v sn phm. l nh v sn phm thng qua cc hnh nhv khch hng(xem phn nh v chng 4). Cc loi hng ho c nh v theo li sng l m phm, ung, thi trang, xe hi, xe

my, du lchCc nh qun l cn tm ra mi lin h gia li sng v hnh vi tiu dng cc loi hng ho lm c s cho cc chinlc Marketing mix. H cng c th dn dt nhu cu tiu dng ca x hi bng cc sng to ra cc sn phm khc nhau c tnh hp lnhm vo cc li sng khc nhau. Cc nh s n xut bia cho ra i cc loi bia cho cc li sng khc nhau nh: bia nng cn cao viqung co: Bia thng hng dnh cho nam gii; bia nh vi thng ip: Bia cho hai chng ti hay Bia cho chng v nng. Cn xemy th c qung co: Xe cho nhng ngi a cm gic mnh. C tnh l nh ng c tnh tm l ni bt ca mi ngi dn n cchnh vi ng x mang tnh n nh v nht qun i vi mi trng xung quanh. C th nu ra mt s cc c tnh thng gp nh: tnhcn thn; tnh t tin; tnh bo th; tnh hiu thng; tnh nng ngC tnh s nh hng n hnh vi tiu dng ca khch hng. Nhngngi cn thn, nhng ngi bo th thng khng i tin phong trong vic s dng sn phm mi. Ngc li, l nhng ngi nngng, sng to sn sng chu mo him khi mua sn phm mi. C tnh cng l mt cn c cho doanh nghip nh v sn phm.

Nghin cu c tnh khch hng cng c ch cho i ng tip th.

c) Cc yu t mang tnh cht x hi : Nhm tham kho, gia nh, vai tr v a v. Nhm tham kho l nhm c nh hng trc tip hocgin tip n thi , hnh vi ca con ngi.

Nhm tham kho u tin (c nh hng trc tip n thi ) bao gm: gia nh, bn thn, lng ging thn thin, ng nghip.

Nhm tham kho th hai gm cc t chc hip hi nh: T chc tn gio, Hip hi ngnh ngh, Cng on, on th, Cc cu lc b.

Nhm ngng m l nhm m c nhn c mong mun gia nhp, tr thnh vin (cc ngi sao)

Nhm ty chay l nhm m c nhn khng chp nhn hnh vi ca n. Do vy, cc c nhn khng tiu dng nh cc thnh vin canhm m h ty chay. Nhng hng ho xa x tiu dng ni cng cng th c nhn chu nh hng mnh bi nhm. Hng ho thit yu

7/30/2019 Quan tri Marketing.doc

12/43

dng ring t th mc nh hng ca nhm thp. Nhng ngi sao bng , ca nhc thng c chn qung co sn phm.Nhng ngi ngng m h mun tiu dng nh h. Do vy, hnh vi tiu dng ca cc ngi sao c tc ng mnh n cc fan. Mtca hng qun o ti Bc Kinh tng N hong Anh mt b qun o truyn thng Trung Quc v xin c chp nh chung vi Nhong trong b qun o . Sau ch ca hng treo bc nh ti mt ni trang trng trong ca hng. T nhiu khch tham quan nca hng u mua loi qun o m N hong c tng. Khch sn Daewo ti H Ni dnh mt ni trang trng trng by s vngc lit k danh sch cc nhn vt ting tm ngh ti khch sn. Gia nh c nh hng mnh n hnh vi mua ca c nhn, c bittrong iu kin Vit Nam khi nhiu th h sng chung nhau trong mt gia nh. Tu tng loi hng ho m mc nh hng cu v vchng khc nhau. Mua xe my thng do chng quyt nh. Mua cc dng bp nc do v quyt nh. C khi c hai u tham giaquyt nh. Cc nh qung co mi loi sn phm cn phi bit nhm vo ai thuyt phc. Vai tr v a v x hi: Ngi tiu dngthng mua sm nhng hng ho, dch v phn nh vai tr a v ca h trong x hi. Qung co: Xe hng u cho nhng ngi ngu! nhm vo nhng ngi tiu dng c a v cao trong x hi.

d) Cc yu t mang tnh cht tm l : ng c, Tri gic, Lnh hi, Nim tin v thi . ng c l ng lc mnh m thi thc con ngihnh ng tho mn mt nhu cu vt cht hay tinh thn, hay c hai. Khi nhu cu tr nn cp thit th n thc dc con ngi hnh ng p ng nhu cu. Nh vy, c s hnh thnh ng c l cc nhu cu mc cao (Xem Thang bc nhu cu ca Maslow- chng 1).

Nhu cu ca con ngi rt a dng. C nhu cu ch ng, c nhu cu b ng. Doanh nghip cn phi nm bt ng nhu cu ca khchhng thc y nhu cu thnh ng c mua hng. Tri gic hay nhn thc l mt qu trnh thng qua con ngi tuyn chn, tchc v gii thch cc thng tin nhn c to ra mt bc tranh v th gii xung quanh. Con ngi c th nhn thc khc nhau vcng mt tnh hung do s tri gic c chn lc, bp mo v ghi nh thng tin tip nhn c c chn lc. Do vy c th hai ngi ccng mt ng c nhng hnh ng khc nhau trong cng mt tnh hung. Cc c tnh trn ca tri gic i hi cc nh tip th phi nlc ln mang thng tin qung co n cho khch hng tip nhn. Lnh hi hay hiu bit l nhng bin i nht nh din ra trong hnhvi ca con ngi di nh hng ca kinh nghim c h tch lu. Con ngi c c kinh nghim, hiu bit l do s tng tri v khnng hc hi. Ngi ln tng tri c kinh nghim hn, mua bn tho hn. Ngi tng tri v lnh vc no th c kinh nghim mua bntrong lnh vc . Nim tin v thi : Qua thc tin v s hiu bit con ngi ta c c nim tin v thi , iu ny li nh hng n

hnh vi mua ca h. Doanh nghip phi chim c lng tin ca khch hng v cc nhn hng ca mnh. Mun c ch ng vng chctrn th trng ni a v vn ra th trng th gii, hng Vit Nam phi chim c nim tin ca khch hng trong nc v th gii.

5.2.4. Qu trnh thng qua quyt nh mua ca ngi tiu dng Hnh vi mua cu ngi tiu dng xy ra trong mt qu trnh. i nquyt nh mua mt loi hng ho dch v g th ni chung ngi mua phi tri qua qu trnh bao gm 5 giai on nh trn hnh 5.4.y l qu trnh y khi mi bt u mua. Ngi mua thng xuyn c th b qua cc giai on khng cn thit (do c thchin cc ln mua trc y), tc l qu trnh mua lp li s b qua mt s giai on. Mt khch hng thng gi in thoi th khi cnhu cu h s n ngay bu cc gn nh gi m khng cn mt cng tm kim, nh gi cc phng n. Nhn bit Tm kim nh giQuyt nh gi nhu cu Thng tin cc ph.n nh mua sau mua Hnh 5.4. Qu trnh thng qua quyt nh mua hng Ta tm hi u chi titcc bc trong qu trnh ny.

1) Nhn bit nhu cu y l bc u tin. Nhu cu pht sinh do cc yu t kch thch t bn trong cng nh t bn ngoi. Con ng i ccc nhu cu tim n nht nh (xem bc thang nhu cu Maslow, chng 1). Cc nhu cu tim n s b kch thch bi cc yu t bnngoi. Khi nhu cu cha cao th cc kch thch Marketing l rt quan trng (qung co hp n, trng by sn phm, mi dng th sn

phm, khuyn mi). Cch bn hng kiu siu th c tc dng rt mnh kch thch nhu cu. Cc nhu c u tim n l vn c mi conngi. Ngi lm cng tc Marketing khng ch pht hin ra cc nhu cu , m cn phi sng to ra cc sn phm a dng p ng ccmong mun c th cu cc nhm khch hng khc nhau.

2) Tm kim thng tin Khi nhu c u thi thc th con ngi tm kim thng tin p ng nhu cu. Nhu cu cng cp bch, thng tin banu cng t, sn phm cn mua c gi tr cng ln th cng thi thc con ngi tm kim thng tin. Mt ngi mua mt cn h s tmkim thng tin vt v hn so vi mua mt chic o s mi. Sau y l cc ngun thng tin c bn m ngi tiu dng c th tm kim,tham kho:

Ngun thng tin c nhn: t bn b, gia nh, hng xm, ng nghip

Ngun thng tin thng mi: qua qung co, hi ch, trin lm, ngi bn hng

Ngun thng tin i chng: d lun, bo ch, truyn hnh (tuyn truyn)

Ngun thng tin kinh nghim thng qua tip xc trc tip vi sn phm. Ngu n thng tin no c tc ng mnh? iu ny cn tuthuc vo loi sn phm, vo c tnh ca khch hng. Ngi cn thn thng khng tin vo qung co, h phi tm kim thm cc thngtin khc. i vi cc quyt nh mua quan trng nh mua t, m tim, i hc nc ngoi th ngi ta thng mun c nhiu thng tin tng tin cy ca quyt nh. Ni chung, thng tin t qung co c tnh cht thng bo v s hin din ca sn phm. Cn ngunthng tin truyn ming t bn b, ng nghip c tc dng thuyt phc mnh. c bit, i vi cc dch v, do c tnh v hnh nn likhuyn ca bn b, ngi thn c vai tr quan trng. Trong giai on ny, doanh nghip phi chn cc phng tin thng tin khc nhauv ni dung ph hp cung cp cho cc nhm khch hng khc nhau. Nu cng ty khng cung cp cc thng tin cn thit cho khchhng th cng ty v tnh y khch hng sang cc i th cnh tranh. Sau khi tm ki m thng tin th khch hng bit c cc nhnhiu hng ho khc nhau c th p ng nhu cu v cc c tnh ca chng.

3) nh gi cc phng n T cc nhn hiu sn phm khc nhau bit qua giai on tm kim, khch hng bt u nh gi chn ranhn hiu ph hp vi nhu cu ca mnh. Doanh nghip cn phi bit c l khch hng nh gi cc phng n nh th no? H dngtiu chun g la chn? Cht lng hay gi c quan trng hn? hiu r vic nh gi ca khch hng nh th no, chng ta cn tm

hiu chi tit cc vn sau y: Cc thuc tnh ca sn phm m khch hng quan tm; Mc quan trng ca cc thuc tnh i vikhch hng; Nim tin ca khch hng i vi cc nhn hiu; hu dng ca cc thuc tnh. - Thuc tnh ca sn phm. Khch hngthng xem mt sn phm l mt tp hp cc thuc tnh nht nh. Cc thuc tnh ny phn nh cc li ch khc nhau ca sn phmmang li cho ngi s dng. l cc c tnh v k thut, c tnh v tm l, v gi c, v cc dch v khch hng. c tnh k thut:kch thc, trng lng, thnh phn ho hc, tc , thi hn s dng, bn c tnh tm l: v p, v tr trung, v hin i ctnh v gi c: hp ti tin c tnh v cc dch v khch hng: y cc dch v, tin li. - Mc quan trng ca cc thuc tnh khcnhau i vi cc nhm khch hng khc nhau. C hai khi nim sau y cn lm r: Thuc tnh ni bt l thuc tnh to nn do qung

7/30/2019 Quan tri Marketing.doc

13/43

co, do d lun x hi. Thuc tnh quan trng l thuc tnh m ngi tiu dng mong i c th p ng c cc nhu cu cu h, do tu thuc vo cc nhm khch hng khc nhau m thuc tnh no c xem l thuc tnh quan trng. y l cc thuc tnh m khchhng quan tm khi mua sn phm. - Nim tin ca ngi tiu dng i vi cc nhn hiu sn phm c nh hng ln n quyt nh muaca h. Mt nhn hiu chim c nim tin ca khch hng s d c h la chn cc ln mua sau. Nhn hiu l mt ti sn vhnh ca cng ty. Do vy, vic xy dng mt thng hiu mnh c tm quan trng c bit i vi cng ty. - Mi thuc tnh ca sn

phm thng c ngi tiu dng gn cho mt mc hu dng khc nhau. Khi quyt nh mua mt sn phm, khch hng c xuhng chn sn phm c tng gi tr hu dng t cc thuc tnh l ln nht.

4) Quyt nh mua Sau khi nh gi cc la chn, khch hng i ti nh mua. Tuy nhin, t nh mua n quyt nh mua cn ccc cn tr nh thi ca cc nhm nh hng (bn b, gia nh), cc iu kin mua hng (a im giao dch, phng thc thanhton, cc dch v hu mi). Do vy cc hot ng xc tin bn (khuyn mi, cc dch v sau bn hng) c vai tr rt quan trng, c

bit khi c cnh tranh. nh mua Cc cn tr mua Quyt nh mua thc y qu trnh mua, doanh nghip cn loi b cc cn trmua t pha bn thn doanh nghip. chnh l vai tr quyt nh ca cng tc chm sc khch hng cng nh ca cc hot ng xctin. Trong trng hp cung cp dch v, do tnh v hnh ca sn phm nn cc cn tr thuc v thi ca cc nhm nh hng c vaitr quan trng n quyt nh mua ca khch hng.

5) nh gi sau khi mua Sau khi mua xong khch hng s dng sn phm v c cc nh gi v sn phm mua c. Mc hi lngca khch hng s tc ng trc tip n cc quyt nh mua vo cc ln sau. Doanh nghip cn thu thp thng tin bit c nh gica khch hng iu chnh cc chnh sch. iu ny rt quan trng. Phng chm y l Bn c hng v gi c khch hnglu di!. S hi lng hay khng ca khch hng sau khi mua ph thuc vo mi tng quan gia s mong i cu khch hng trc khimua v s cm nhn ca h sau khi mua v s dng sn phm. C th c ba kh nng nh trn bng di y. S mong i ca khchhng c hnh thnh qua qung co, qua s gii thiu ca ngi bn, qua bn b, ngi thn Mong i cng cao nhng cm nhnthc t cng thp th mc tht vng cng ln. Do vy vic qung co, gii thiu sn phm cn phi trung thc. S th t Cc khng cth Tm trng ca khch hng 1 Mong n Khng hi lng 2 Mong i = Cm nhn Hi lng 3 Mong i < Cm nhn Vui sng Khi

khch hng hi lng, h s chia s tm trng hng phn cho nhiu ngi khc. Nh vy, c th ni khch hng hi lng l ngiqung co min ph v hiu qu nht cho chng ta. Ngc li khi h khng hi lng, h cng s chia bun vi nhiu ngi khc. iuny lm cho cng ty c nguy c mt thm nhiu khch hng.

5.3. HNH VI MUA C A CC T CHC

5.3.1. Phn loi khch hng l cc t chc iu khc bit c bn ca cc t chc so vi khch hng tiu dng c nhn l cc t chc muahng ho v d ch v phc v cho cc hot ng ca t chc . Chng hn, cc doanh nghip s dng thng tin lin lc, vt t, thit

b (t liu sn xut) tin hnh hot ng sn xut kinh doanh. Cc c quan nh nc cng s dng cc yu t u vo khc nhau phc v cho cng vic ca h. Hng ho, dch v mua phc v cho sn xut c gi l t liu sn xut. Nh vy, cc t chc cn ncc t liu sn xut nh l cc yu t u vo cn thit cho qu trnh hot ng ca cc t chc . C th chia khch hng l cc t chcthnh bn loi: Cc doanh nghip sn xut

Cc doanh nghip thng mi

Cc t chc phi li nhun (c quan o to, nghin cu, cng ty phc v cng ch) Cc c quan ng, Nh nc. Chng ta s tm hiu c im, hnh vi mua ca cc khch hng t chc. 5.3.2. Hnh vi mua ca cckhch hng t chc

1) Tng quan iu khc bit c bn ca cc t chc so vi khch hng tiu dng c nhn l cc khch hng t chc mua hng ho vdch v phc v cho cc hot ng ca t chc , tc l hng ho dch v h mua l yu t u vo cho hot ng ca h. c imny s chi phi cc c im khc (nhu cu, hnh vi mua, s lng mua, ngi tham gia mua) Chng hn, cc doanh nghip s dngthng tin lin lc, vt t, thit b tin hnh hot ng sn xut kinh doanh. Cc c quan nh nc cng s dng cc yu t u vono phc v cho cng vic ca h. Hng ho, d ch v mua phc v cho sn xut c gi l t liu sn xut. Nh vy, t liu snxut l cc yu t u vo cn thit cho qu trnh hot ng ca cc doanh nghip sn xut.

2) c trng c bn ca th trng cc t chc Quy m th trng, khi lng mua - S lng cc khch hng t chc th t hn nhiu sovi cc khch hng tiu dng c nhn. Nhng s lng mua th ln hn nhiu so vi nhu cu tiu dng c nhn. H cng mua thng

xuyn hn. - Quan h gia khch hng v ngi cung cp dch v thn thin hn, gn gi hn. Cc nh cung cp cng mun c cckhch hng n nh v lu di. Cc khch hng cng mun c nh cung cp tin cy, n nh. iu ny c li cho c nh cung cp v ccDNSX. - Th trng cc t chc thng tp trung theo vng a l (cc khu cng nghip, khu ch xut, cc thnh ph). Cc doanhnghip, c quan s dng thng tin lin lc nhiu thng tp trung ti cc th, khu cng nghip - Nhu cu ca khch hng t chc lnhu cu th pht, th ng. Nhu cu v cc yu t u vo ca cc khch hng t chc ny sinh do nhu cu trn th trng u ra ca hl th trng cc khch hng tiu dng cui cng. Mt doanh nghip lm n pht t th nhu cu thng tin lin lc, nhu cu vt t tngln. Mt khc, nhu cu co dn thp khi gi thay i, tc l gi c thay i nhiu nhng cu thay i t. L do l cu i vi cc yu t uvo sn xut ca t chc ch thay i khi sn lng u ra thay i. C th nu ra sau y mt s c im chung ca co dn cu theogi i vi cc yu t u vo ca cc t chc:

Trong thi gian ngn hn th cu cc yu t u vo thng t co dn. L do l trong thi gian ngn khng th thay i c cng nghsn xut.

i vi cc yu t t liu sn xut u vo thit yu s c co dn t hn cc yu t u vo khc.

Nhng yu t u vo c mt hng thay th, hay c nhiu nh cung cp s c co dn cao hn cc loi khc. Nhng ngi tham giamua hng trong t chc: C nhiu ngi ca cng ty tham gia vo qu trnh quyt nh mua (Hi ng mua sm). S ngi tham gia tuthuc vo mc quan trng ca hng mua. Vai tr ca cc thnh vin trong Hi ng l khc nhau. Mua sm cc yu t u vo cacc t chc mang tnh chuyn nghip. Cc nhn vin mua sm c o to, c kinh nghim mua sm. Do vy, doanh nghip bn bncng phi thuyn chn i ng bn hng chuyn nghip, c tuyn chn k v o to c bi bn v nghip v, k thut. Cc c tnhkhc:

7/30/2019 Quan tri Marketing.doc

14/43

Mua sm thng theo phng thc trc tip, khng thng qua trung gian.

La chn k ngi cung cp v xy dng quan h lu di, n nh.

Xu hng chuyn sang thu mua ti chnh hn l mua t bn on v gim c ri ro v nng cao hiu qu. Bng di y tng hpcc c trng ny. TT Khc bi 1 Nhu cu ca cc khch hng t chc l nhu cu th pht v t co dn 2 Nhu cu ca cc khch hng tchc bin ng theo chu k 3 S lng cc khch hng t chc th t, nhng nhu cu mua nhiu v thng xuyn 4 Khch hng t chctp trung v v tr a l 5 Khch hng t chc mong mun c nh cung cp tin cy, n nh lu di 6 Khch hng t chc yu cu gii

php tng th, ch khng phi ch l mt sn phm dch v n l. Khc bi t v cch thc mua 7 Khch hng t chc thng mua trctip, khng qua trung gian phn phi 8 Nhiu ngi tham gia vo qu trnh mua vi cc vai tr khc nhau 9 Qu trnh mua chuyn nghipvi nhiu th tc phc tp. Hnh thc u thu mua thng c s dng. 10 Khch hng t chc c th t sn xut, hoc lin kt sn

xut cc yu t u vo ch ng v nng cao hiu qu.5.3.3. Qu trnh thng qua quy t nh mua ca cc t chc

1) Nhng dng mua hng ch yu C th nu ra mt s dng mua hng ch yu sau y ca cc t chc:

a) Mua lp i lp li, khng thay i v s lng, chng loi hng mua. Cc nh cung c p c chn mua cn phi c gng gi miquan h gn b, lu di vi khch hng bng cc chnh sch chm sc khch hng i vi khch hng ln. Cc nh cung cp khc chac chn, nhng mun tham gia vo th trng ny th cn pht hin ra nhng iu m ngi mua khng bng lng vi cc nh cungcp hin ti a ra cc sn phm thay th. Mun vy th cng cn phi hiu r khch hng. Nh ng yu t u vo c mua lp lithng l cc vn phng phm, nguyn liu, nhin liu, vt t cn thit cho cc t chc trong in kin quy m sn xut ca t chckhng thay i.

b) Mua lp li c s thay i v tnh nng, quy cch hng ho, cc iu kin cung cp ng khc. y l c hi thun li cho doanhnghip mun chen chn vo th trng ny. Cc nh cung cp yu t u hin ti phi lun lun nm bt c nhng yu cu mi ca t

chc tm cch p ng kp thi. Nu khng lm c nh vy th h ra nhng khong trng cho cc i th mi chen chn vo.Khi t chc phi i mi sn phm, gim gi bn, m rng th trng cnh tranh th h c nhu cu thay i cc yu t u vo.

c) Mua gii quyt cc nhim v mi. y l trng hp t chc mua hng ln u. Chi ph mua sm, ri ro cng ln th cng nhiungi tham gia vo qu trnh mua. Mua ln u thng ngi mua cn c nhiu thng tin v sn phm, v cc nh cung ng. Cc nhtip th phi c gng cung cp nhiu thng tin theo yu cu bn mua, phi tip xc vi nhiu ngi tham gia mua thuyt phc. Trongiu kin hi nhp, cc doanh nghip Vit Nam mun gim chi ph, mun vn ra th trng th gii, mun tip cn vi nhiu khchhngy chnh l cc yu t buc h phi s dng n cc phng tin thng tin lin lc hin i nh Internet, in thoi ngi nghetr tin ( chm sc khch hng), qung co qua trang Web Khi mua hng gii quyt nhim v mi, ngi mua thng quan tmn cc tiu thc sau: c tnh k thut; gii hn gi c; thi gian v iu kin giao hng; iu kin dch v k thut; iu kin thanhton; khi lng t hng; nhng ngi cung cp c th; ngi cung cp c chn.

2) Ai tham gia vo qu trnh mua? Nh trn cp, vic mua sm cc yu t u cho t chc khng phi do mt ngi, m do mt tpth mt Hi ng mua m nhim. H cng nhau chia s trch nhim v vic mua hng. Tuy nhin, vai tr v nhim v ca cc

thnh vin trong Hi ng mua khc nhau. C th chia ra cc i tng sau y: - Ngi s dng (User). y l nhng ngi s s dngyu t u sau khi mua. Trong nhiu trng hp h l ngi khi xng ngh mua sm . - Ngi nh hng (Influencer). y lnhng ngi m kin ca h l cn c la chn cc quyt nh mua. H l cc chuyn gia k thut c giao nhim v nh gi vk thut cc ngh cho hng. Khi mua mt h thng my tnh, h thng thng tin lin lc ni b cho cng ty, cc chuyn gia tin hc,vin thng c ch nh nh gi cu hnh, cht lng, gi c ca h thng. - Ngi quyt nh (Decider). y l nhng ngi cthm quyn trong cng ty, c trch nhim ra cc quyt nh cui cng v hp ng mua: s lng, chng loi, gi c, nh cung cp -

Ngi mua (Byer). y l nhng ngi trc tip lm nhim v giao dch, mua sm cc yu t u vo. Vai tr ca h l chn a immua hng cng nh cc in kin lin quan n thi hn giao hng, phng thc thanh ton. Tuy nhin, i vi cc Hp ng mua quantrng, h phi xin kin cui cng ca cc cp c thm quyn. Nhim v ca nhng ngi lm Marketing l phi xc nh c ai l ccthnh vin trong Hi ng mua, vai tr ca cc thnh vin trong Hi ng v cc quyt nh mua, tiu chun m h dng nh gitrong qu trnh mua.

3) Cc yu t nh hng n ngi mua Trong qu trnh thng qua cc quyt nh mua, nhng ngi tham gia trong Hi ng mua chu

nh hng ca nhiu cc yu t khc nhau nh sau:a) Nhng yu t mi trng l tnh trng kinh t hin ti v tng lai ca t nc; nhp tin b khoa hc k thut; cc yu tchnh tr; cc chnh sch iu tit kinh t ca chnh ph; hot ng ca cc i th cnh tranh. Doanh nghip c th nm c cc thngtin ny qua cc phng tin thng tin i chng khc nhau. Cc yu t mi trng quan trng ny thc y hoc km hm cc hot ngmua sm ca cc t chc. Quyt nh ca UBND thnh ph H ni v chng trnh xy dng hng lot cc chung c cao tng l mt yut thc y cc cng ty xy dng nh mua sm vt liu xy dng. y cng l tin tt lnh cho cc doanh nghip sn xut vt liu xydng. Chnh sch ch ng hi nhp kinh t quc t ca ng v Nh nc l ng lc buc cc doanh nghip phi i mi cng ngh nng cao kh nng cnh tranh. y l c hi tt cho cc nh kinh doanh thit b, cng ngh mi.

b) Cc yu t c im ca doanh nghip Mi doanh nghip c cc mc tiu ring, vn ho ring, c cu t chc ring v mi quan hni b ring. Cc yu t ny nh hng n thnh phn, vai tr, cch thc quyt nh ca Hi ng mua hng. Mt doanh nghip mangtnh cch c quyn th gim c thng thu tm quyn lc mua bn vo trong tay. Doanh nghip t nhn c cch mua TLSX khc hnvi cc doanh nghip quc doanh.

c) Cc yu t quan h c nhn l mi quan h gia cc thnh vin trong nhm mua hng, t dn ti cch tha thun trong nhm i n quyt nh mua.

d) Cc yu t c im c nhn Nhng ngi tham gia mua hng c cc ng c, c tnh, nhn thc khc nhau tu theo tui tc, trnh hc vn, v tr cng tc, nhn cchCc yu t ny nh hng n qu trnh quyt nh mua ca mi c nhn tham gia trong Hi ngmua hng.

7/30/2019 Quan tri Marketing.doc

15/43

4) Qu trnh thng qua quyt nh mua Qu trnh ny t ng t nh qu trnh thng qua quyt nh mua ca ngi tiu dng (xem phn5.3.). Tuy nhin, y ngi mua phi tri qua nhiu giai on hn:

a) thc c vn cn phi mua sm l khi t chc thc c vn cn phi mua sm. thc ny xut hin di s tc ngca cc yu t bn trong doanh nghip (c nhu cu mua sm) v t cc yu t kch thch bn ngoi (qung co, cho hng).

Khi t chc bt u sn xut dch v, sn phm mi th h cn thit b, vt t mi cho sn xut.

Khi t chc cn thay th, nng cp cc thit b c, lc hu. Do vy h c nhu cu mua sm thit b, ph tng.

Khi nh cung cp c khng p ng nhu cu, i hi cao hn ca t chc. H bt u tm kim cc nh cung cp mi.

Khi xut hin cng ngh mi cht lng cao hn, tit kim chi ph, nng cao kh nng cnh tranh

Khi cc nh cung ng qung co, cho hng cc vt liu, cng ngh mi, dch v mi c u th hn so vi hin ti. Trong giai onny, cc nh lm cng tc Marketing cn hiu c cc cng ngh, vt t hin ti ang c khch hng dng, cng nh cc chin lcsn phm th trng ca h, v kp thi qung co, cho hng cc sn phm mi nhm mang li nhu cu, li ch cao hn cho h. V d :Khi cc cng ty s Bt Trng chun b vn ra th trng th gii, h cn n dch v Internet qung b sn phm v giao tip vikhch hng khp nm chu bn bin. Ni chung, cc dch v thng tin lin lc gip cho khch hng tit kim chi ph, thi gian, cng sc,m rng phm vi giao tip, tng kh nng cnh tranh.

b) M t khi qut nhu cu

Xc nh cc c tnh ca cc mt hng cn mua. Cc chuyn gia v k thut c th c mi a ra cc yu cu chnh xc ivi cc yu t u vo cn mua.

Doanh nghip mua cn c thng tin kp thi. Ngi bn hng cn cung cp thng tin y , nhanh chng v cc loi yu t uvo khc nhau, t vn cho ngi mua.

c) nh gi tnh nng ca hng ho (phn tch hiu qu- chi ph) y l giai on m cc chuyn gia ca t chc thc hin vic nhgi u nhc im ca hng ho vt t thit b v k thut, kinh t trn c s phn tch hiu qu - chi ph. Trong giai on ny t chccn tr li cc cu hi sau y:

Hng ho d kin mua mang li gi tr g cho cng ty? C tng xng vi chi ph b ra khng?

C cn tt c cc chc nng ca hng ho khng?

C loi hng ho thay th c tnh nng tng t vi gi r hn khng?

C cc nh cung cp cng loi khc vi gi r hn khng?

Cng ty c t sn xut c khng?

d) Tm hiu ngi cung ng

Nhn vin mua hng tm kim, lp danh sch cc nh cung ng c th, loi b cc nh cung ng khng t cc yu cu ban u,xp loi cc nh cung ng theo cc tiu chun no .

Cc ngun thng tin khc nhau c s dng tm kim cc nh cung ng. l: Cc n phm thng mi; Qung co; Trinlm; Internet; Cc phng tin thng tin i chng

Nhim v ca cc nh cung cp TLSX l phi cung cp y , kp thi thng tin cn thit cho cc thnh vin ca Hi ng muahng.

e) Yu cu cho hng

Cng ty ngh cc nh cung ng c kh nng c la chn thc hin vic cho hng chnh thc (cung cp cc ti liu, thng tincn thit, c i din bn hng n gii thiu). i din bn hng phi gii p c cc vn do khch hng t ra. Qua cc chohng m bn mua la chn, quyt nh.

Trong giai on ny, vai tr ca cc i din bn hng rt quan trng, gip cho nh cung ng lt vo tm ngm ca khch hng.

k) La chn ngi cung cp

Trong giai on ny bn mua nghin cu k cc vn bn cho hng la chn nh cung ng. nh gi c c s, bn mua slit k nhng c im yu cu cc nh cung ng. Cc c im ny c xp theo th t mc quan trng, hoc c gn chocc trng s, sau ly trung bnh cng c gia quyn lm kt qu so snh gia cc nh cung ng khc nhau.

i vi hnh thc mua qua th tc u thu th y l giai on m thu. Cng ty tin hnh m thu, chm thu v cng b ngitrng thu.

h) Lm cc th tc t hng Giai on ny, ngi mua m phn cc chi tit, th tc t hng v k kt hp ng vi nh cung cpc la chn. l v cc c tnh k thut, s lng mua, thi gian giao hng, chnh sch bo hnh...Cng vic ny c ccnhn vin mua hng tho thun thc hin cng vi i din bn bn.

l) nh gi ngi cung ng Trong giai on ny, ngi mua xem xt nh gi kt qu thc hin ca bn cung cp. Ngi mua c thnh gi cc nh cung cp bng cch s dng mt s cc tiu chun no (c th km theo trng s ng vi mi tiu chun). Trnc s nh gi m bn mua quyt nh tip tc mua, mua c thay i hay khng mua tip i vi cc nh cung cp chn.

5.3.4. c th ring ca mt s nhm khch hng t chc

7/30/2019 Quan tri Marketing.doc

16/43

Nh ng c trng nu trn y trong hnh vi mua cu cc khch hng t chc l nhng c trng chung nht i vi mi nhmkhch hng t chc. Tuy nhin, mt s nhm khch hng t chc c nhng c th ring. Chng ta s tm hiu thm c th ringca hnh vi mt s nhm khch hng c th. l cc c quan nh nc.

1) Tng quan v th trng cc t chc c quan nh nc Th trng ny bao gm cc t chc ca chnh ph v cc c quan nhnc cc a phng, cc c quan ng, cc trng hc ph thng, cc bnh vin, nh h sinh, nh t... C th chia th trng nythnh 3 nhm ln : cc t chc dn s gm cc c quan ng, chnh quyn t trung ng n a phng (Cc b, ban ngnh, cc tchc ng, chnh quyn cc cp); cc t chc qun s t trung ng n cc vng, cc a phng (B quc phng, cc binh chng,qun chng, cc t chc qun s cc cp); cc t chc phi li nhun (trng hc, bnh vin...). H cn cc hng ho dch v l ccyu t u vo t chc v thc hin cc chc nng nhim v c phn cng. Hot ng ca h khng mang tnh cht thngmi. Chnh ph v cc c quan ng nh nc cc cp l cc khch hng tiu dng rt nhiu loi hng ho dch v. Tng ngn sch

nh nc hng nm dnh cho cc khon chi tiu ny rt ln. Tuy nhin, mt s t chc loi ny nh bnh vin, trng hc, cc vinnghin cu... c c im l ngn sch c cung cp hn hp so vi cc c quan trung ng quan trng. Do vy, ngy nay c xuhng Nh nc chuyn cc trng i hc hc, cc vin nghin cu sang hot ng theo phng thc doanh nghip, c traoquyn t ch hch ton ly thu b chi.

2) Cc c im hnh vi mua hng c th Hnh vi mua ca cc c quan nh nc c nhng c th ring. Mi t chc, c quan nhnc hng nm c ngn sch cp cc khon chi tiu theo nh mc nht nh. Do vy, mc tiu ca h khi mua l la chn ccnh cung cp p ng yu cu vi chi ph thp nht. Tuy nhin, nhiu t chc phi li nhun c th c nhng nh ti tr v theo uinhng mc tiu khc nhau. C nhng trng hc, bnh vin theo ui mc tiu li nhun, v c cc trng hc, bnh vin khckhng c mc tiu li nhun. iu ny dn n hnh vi mua khc nhau ca cc khch hng t chc. Trong hu ht cc quc gia, ccc quan chnh ph l nhng khch hng ln, c quyn lc mua. Tuy nhin, v chi tiu ngn sch chu s kim ton, nh gi cacng chng (kim ton nh nc, thanh tra Quc hi), cc t chc chnh ph yu cu nhiu th tc giy t chng nhn t pha nhcung cp. Qu trnh mua cng tri qua nhiu th tc phc tp, quan liu, chm chp. Ngi mua cng hay b thay i. Do vy, nh

cung cp cn nm c tt c cc th tc v tm cch vt qua cc th tc quan liu. Nhiu chnh ph cung cp cho bn bn cchng dn chi tit v cc th tc bn hng cho h. Quyt nh mua sm ca cc t chc nh nc cng chu s chi phi ca cc nhnt nh: mi trng, t chc, tng quan c nhn v c nhn nhng ngi tham gia mua. Do ngn sch tiu dng c cp t ngnsch nh nc, cho nn qu trnh mua chu s gim st cht ch ca nhiu t chc nh Thanh tra, Kim ton, v ca c cng chng. nng cao hiu qu mua sm t ngn sch nh nc, cc t chc, c quan ng v nh nc thng phi mua hng qua hnh thcu thu cnh tranh la chn nh cung cp tt nht. Tuy nhin, trong mt s trng hp, chnh ph xem xt n nh cung cp ccht lng tt nht, hay c ting tm v thc hin hp ng ng hn. Cng c nhng trng hp c bit chnh ph thc hin

phng thc ch nh thu. Phng thc u thu c p dng trng trng hp mua sm c gi tr ln. Hp ng trn c sthng lng cng l mt phng php thng c cc c quan chnh ph s dng trong trng hp cc d n phc tp, i hichi ph ln v nghin cu, thit k, th nghim, mc ri ro cao, cnh tranh thp. m bo hiu qu u t, nh nc kim sotcht ch thng xuyn qu trnh thc hin hp ng. Nh nc c th thu t vn, gim st nc ngoi. Tuy nhin, hin tng migii, lt tay nhn c hp ng ca cc c quan nh nc cng l hin tng thc t ti nhiu nc. Mt c trng khc na lnhiu chnh ph a thch chn cc nh cung cp trong nc. Do vy, cc nh cung cp nc ngoi phi lin minh vi cc nh thu

trong nc tham gia u thu. i vi khch hng l cc c quan chnh ph, nhiu khi s thnh cng ca cc nh cung cp b chiphi bi cc yu t nm ngoi nhng bi bn Marketing thng dng. l cc mi quan h, mi gii, s vn ng hnh lang... Doc th ring ca cc khch hng l c quan chnh ph, nhiu cng ty, tp on cung cp ln t chc ring mt b phn Marketing

ph trch bn hng cho cc t chc chnh ph. Trong qu trnh tip xc lu di, cc chuyn vin ca b phn ny hiu bit quy trnh,th tc mua bn, xy dng c mi quan h lu di vi nhng ngi quyt nh pha khch hng. y l yu t quan trng gipcho h thnh cng.

Phn tch i th:

Hiu c cc i th cnh tranh ca mnh l iu kin cc k quan trng e c th lp k hoch marketing c hiu qu. Cngty phi thng xuyn so snh cc sn phm ca mnh, gi c cc knh v hot ng khuyn mi ca mnh vi cc i th cnh trnh. Nhvy m h c th pht hin c nhng lnh vc mnh c u th cnh tranh hay b bt li trong cnh tranh. Cng ty c th tung ra nhngn tn cng chnh xc hn vo i th cnh tranh cng nh chun b phng th vng chc hn trc cc cuc tn cng.

Cc cng ty cn bit 5 vn v cc i th cnh tranh: Nhng ai l i th cnh tranh ca ta? Chin lc ca h nh th no?Mc tiu ca h l g? Nhng im mnh im yu ca h l g? Cch thc phn ng ca h ra sao? Chng ta s xem xt xem nhngthng tin ny gip ch cho cng ty nh th no trong vic hoch nh chin lc Marketing ca mnh.

1) Pht hin nhng i th cnh tranh ca cng ty

Bn mc cnh tranh cn c vo mc thay th ca sn phm:

Cnh tranh nhn hiu: Cng ty c th xem nhng cng ty khc c bn sn phm v dch v tng t cho cng mt s khchhng vi gi tng t l cc i th cnh tranh ca mnh.

Cnh tranh ngnh: Cng ty c th xem mt cch rng hn tt c cc cng ty sn xut cng mt loi hay mt lp sn phmu l i th cnh tranh ca mnh.

Cnh tranh cng dng: Cng ty cn c th xem mt cch rng hn na l tt c nhng cng ty sn xut ra nhng sn phm

thc hin cng mt dch v l i th cnh tranh ca mnh. Cnh tranh chung: Cng ty c th xem xt theo ngha rng hn na l tt c nhng cng ty ang kim tin ca cng mtngi tiu dng u l i th cnh tranh ca mnh.

a) Quan im ngnh v cnh tranh:

7/30/2019 Quan tri Marketing.doc

17/43

Nhng sn phm hon ton thay th nhau l nhng sn phm c nhu cu co gin ln nhau ln. Nu gi ca mt sn phm tngln v lm cho nhu cu i vi sn phm khc cng tng ln, th hai sn phm hon ton thay th nhau c.

S ngi bn v mc khc bit

5 kiu c cu ngnh:

c quyn hon ton: Ch c mt cng ty cung cp mt sn phm hay dch v nht nh trong mt quc gia hay mtkhu vc nht nh.

Nhm c quy hon ton: Bao gm mt vi cng ty sn xut phn ln mt loi sn phm.

Nhm c quyn c khc bit: Bao gm mt vi cng ty sn xut ra nhng sn phm c khc nhau mt phn.

Cnh tranh c quyn: Bao gm nhiu i th cnh tranh c kh nng to s khc bit cho ton b hay mt phn snphm ca mnh.

Cnh tranh hon ho: Bao gm nhiu i th cnh tranh cng cung ng mt loi sn phm v dch v.

Nhng ro cn nhp v c ng:

Nhng ro cn xut v thu hp:

C cu chi ph:

Nht th ha dc:

Vn ra ton cu:

b) Quan im th trng v cnh tranh:

2) Pht hin chin lc ca cc i th cnh tranh:

3) Xc nh cc mc tiu ca i th cnh tranh:

4) nh gi mt mnh v mt yu ca cc i th cnh tranh:

Cc cng ty thng tm hiu mt mnh v mt yu ca cc i th canhjtranh thng qua cc s liu th cp, kinh nghim cnhn v li n. H c th b sung thm s hiu bit bng cch tin hnh nghin cu marketing trc tip vi khch hng, ngi cung ngv i l ca mnh.

5) nh gi cch phn ng ca cc i th cnh tranh:

Mt s cch phn ng ph bin ca cc i th cnh tranh:

i th cnh tranh im tnh: c th khch hng trung thnh, chm pht hin, thiu kinh ph.

i th cnh tranh kn chn: ch phn ng vi nhng kiu tn cng nht nh.

i th cnh tranh hung d: phn ng nhanh v mnh

i th cnh tranh khn ngoan: khng th hin phn ng ca mnh

Nu cc i th cnh tranh u gn ging nhau v cng kim sng theo mt cch, th trng thi cn bng cnh tranh ca hkhng bn

Nu c mt yu t ch yu duy nht l yu t cc k quan trng, th trnh thi cn bng cnh tranh s khng bn vng.

Nu c nhiu yu t c th l nhng yu t cc k quan trng th mi i th cnh tranh u c th c mt u th no vc sc hp dn khc nhau i vi mt s khch hng. Nu khch hng nh gi khc nhau v nhng yu t , th nhiu cng ty c th

cng tn ti bng cch n trnh nhau.Cng t bin s cnh tranh l quan trng th cng t s i th cnh tranh: Nu ch c mt yu t duy nht l quan trng th ch

c th cng tn ti khng nhiu hn hai hoc ba i th cnh tranh.

T s th phn 2 trn 1 gia bt k hai i th cnh tranh no dng nh l im cn bng m ti vic tng hay gim thphn u khng thc t v cng khng c li ch cho c hai.

6) Thit k h thng thng tnh bo cnh tranh:

C bn bc chnh:

Hnh thnh h thng

Thu thp d liu

nh gi v phn tch

Bo co v i ng

Chun b h thng:

Thu thp s liu:

nh gi v phn tch:

Phn pht v tr li:

Thu thng tin t ngi tp s, nhn vin ca i th . Cc doanh nghip c th c c thng tin tnh bo qua vic phng vnxin vic hay ni chuyn vi nhn vin ca i th. Cc doanh nghip gi k s n hi ngh v trin lm thng mi hi v i th

7/30/2019 Quan tri Marketing.doc

18/43

bng k thut thng qua cng chng. i khi h qung co v t chc phng vn xin vic khng cn thit khai thc thng tin ca nhnvin i th. Cc doanh nghip thu cc nhn vin iu hnh ca i th tm hiu nhng iu m h cn bit.

Thu thp thng tin t ngi giao dch lm n vi i th . Khch hng ch yu c th gi vai tr cung cp cho doanh nghip ccthng tin v i th. H c th sn sng p ng yu cu v chuyn giao thng tin v sn phm i th. Cc doanh nghip c th cungcp cc dch v h tr qun l min ph cho khch hng. Mi quan h hp tc gn gi m cc nh qun tr xy dng vi i ng qunl ca khch hng thng gip h hiu bit sn phm mi no m i th ang hng ti.

Thu thp thng tin t cc ti liu, sch bo, cc n phm cng cng c th tr gip cho vic cung cp thng tin tnh bo v ith cnh tranh. Thu thp thng tin bng vic quan st hay phn tch mu hin vt ca i th. Cc doanh nghip mua cc sn phm cai th v m x xc nh chi ph sn xut hay tm hiu phng php sn xut. Mt s doanh nghip cn mua c rc ph thi ca i

thcnh tranh.

7) La chn i th cnh tranh tn cng v n trnh:

Cc i th cnh tranh mnh v yu: Cnh tranh vi i th cnh tranh yu s d dng t tn thi gian v ti nguyn hnnhng khng nng cao c nng lc ca mnh, tri li cnh tranh vi i th mnh s bt kp vi trnh tin tin tuy nhin stn km v kh khn hn.

Cc i th cnh tranh gn v xa: trong mi trng hp chin thng ca cng ty trc cc i th gn u dn n vic phing u vi nhng i th xa ln hn v mnh hn.

Cc i th cnh tranh tt v xu: Nhng i th tt c nhng c im: h chi theo ng lut ca ngnh; h a ra nhnggi thuyt thc t v tim nng tng trng ca ngnh: h gii hn mnh mt phn hay mt phm vi ca ngnh; h thc y

nhng ngi khc gim chi ph hay tng thm c im khc bit v h chp nhn mc chung v th phn li nhun. Nhng ith xu vi phm lut chi; h c gng mua th phn ch khng phi t ginh ly n; h chp nhn ri ro cao ph v trng thicn bng cnh tranh.

8) Cn i cc quan im nh hng theo khch hng v theo i th cnh tranh:

Cng ty ly i th cnh tranh lm trung tm: cng ty ra ra cc bin php ca mnh v c bn u xut pht t nhnghnh ng v ph ng ca i th cnh tranh. Cng ty theo di cc hot ng v th phn ca cc i th cnh tranh.

V mt tt cng ty xy dng c hng chin u. N rn luyn ngi lm Marketing ca mnh tinh thn lun lun cnhgic, theo di nhng mt yu v tr ca mnh v theo di nhng mt yu ca cc i th cnh tranh. V mt xu cng ty a raqu nhiu cch phn ng, ng l phi xy dng v thc hin mt chin lc nht qun nh hng theo khch hng, th cng tyli i xc nh cc bin php ca mnh trn c s nhng bin php ca cc i th cnh tranh.

Cng ty ly khch hng lm trung tm: R rng l cng ty c v tr tt hn pht hin nhng c hi mi v ra nhng

chin lc lu di. Quyt nh c nhng nhm khch hng no vi nhng nhu cu mi xut hin no l quan trng nht cnphc v.

Trn thc t cng ty phi theo di c khch hng ln i th cnh tranh

Phn khc th trng, chn th trng mc tiu, nh v

I. Khi nim:

1. Phan oan th trng: La chia toan bo th trng cua mot dch vu nao o rathanh cac nhom co nhng ac trng chung. Cac nhom nay thng c goi la cac oan thtrng.

2. Th trng muc tieu: La mot oan th trng c mot doanh nghiep chon la chonhng no lc Marketing cua mnh

3. Ly do va muc ch phan oan th trng

Ly do c ban la phai nhan thc ro rang: that la vo ch va lang ph neu cco gang thu hut moi moi khach hang, cung giong nh phng phap ban khong co ch ngam.V co nhng nhom khach hang hoan toan khong quan tam mua san pham cua chung ta.

Muc ch chu yeu cua phan oan th trng la nham tap trung nhng no lcva tien cua theo cach hieu qua nhat e tien hanh Marketing.

Ban hay tra li cac cau hoi : AI? CAI G? AU? KHI NAO? NH THE NAO?

4. Nhng li ch va han che cua viec phan oan th trng

a) Li ch:

S dung hieu qua hn quy Marketing Hieu biet thau ao hn nhng nhu cau va mong muon cua nhng nhom

khach hang c la chon

Xac nh v the hieu qua hn (no lc M nham chiem lnh mot v tr trong tamtr cua khach hang tiem nang trong th trng muc tieu)

7/30/2019 Quan tri Marketing.doc

19/43

Nang cao o chnh xac trong viec la chon cac cong cu va ky thuat quangcao.

b) Han che

Co quan iem cho rang:Ton kem hn nhng phng phap khong phan oan. Vnhng chi ph bo sung cho tng th trng muc tieu.

Kho chon la c c s phan oan toi u.

Kho biet c nen chia nho th trng en mc nao la hp ly.

Khuynh hng de b loi cuon vao nhng oan th trng ao, khong the thchien c.

5. Nhng tieu chuan e phan oan th trng

Co the anh gia c

Co gia tr

Co the tiep can c

Co the bao ve c

Co tnh lau dai

Co tnh canh tranh

Co tnh ong nhat

Co tnh tng hp

II. Phng phap phn on th trng1. C s phan oan

TT C s phan oan Noi dung phan oan

1. Phan oan theo a lyChia th trng thanh nhng khu vc :

chau luc, quoc gia, vung, khu

2. Phan oan theo dan so hoc

Theo: o tuoi, gii tnh, nghe nghiep,

kch c gia nh, thu nhap.

3 Theo o th tam lyLoi song, thoi quen, nhan thc

ve the gii xung quanh va giai cap

4 Theo hanh vi, thai o

Tan suat s dung, trang thai va tiemnang

s dung, s trung thanh vi nhan hieu,

nhng c hoi s dung, nhng li ch.

5 san phamSan pham dch vu ac trng cuadoanh nghiep cho tng oan

th trng muc tieu

6 Kenh phan phoi

Tiep th trc tiep vi khach hang.

Tiep th qua trung gian, moi gii.

Hon hp ca hai cach tren

2. Cac bc chnh trong phan oan

7/30/2019 Quan tri Marketing.doc

20/43

2. Cacbcchnhtrongphanoan

Phanoanthtrng

Xacnhthtrng

nhvthtrng

TonghpaciemcuaoanTT

Xacnhtieuch phanoan

XdhonhpM chotngoanTT

Lachonoanthtrng

nhvoanTT muctieu

XacnhcacbienphapthuhutTT

2. Phn khc th trng.

Cc th trng gm nhng ngi mua u khc nhau v mt hay nhiu mt. H c th khc nhau v mong mun, sc mua, aim, thi mua sm v cch thc mua sm. Trong s nhng bin ny, bin no cng c th dng phn khc th trng.

Quan im chung v phn khc th trngGi s mt th trng gm su ngi mua. Mi ngi mua u c th l mt th trng ring, bi v h c nhng nhu cu v

mong mun c o. Ngi bn c th thit k sn phm v/hay chng trnh Marketing ring cho tng ngi mua. V d, hng sn xutBoeing ch to nhng chic my bay cho mt s hu hn khch hng mua my bay v m bo sn phm ca mnh theo ca tngkhch hng. l mc phn khc th trng tt nh v c gi l Marketing theo khch hng.

Hu ht nhng ngi bn u khng thy rng vic chiu theo khch khi bn sn phm ca mnh cho tng ngi mua l cli. Thay v nh vy, h pht hin nhng nhm ngi mua c nhng yu cu v sn phm v/hay phn ng Marketing khc bit.

Mt khc, ngi bn c th pht hin thy gia nhng ngi mua tr v gi c nhng nhu cu rt khc nhau. Cch phn khc thtrng theo nhm tui cho ta hai khc th trng, mi khc c ba ngi mua.

Th trng, khc th trng v nhm nh th trng

Thc t cho thy rng mi th trng u c th c phn ra thnh cc khc th trng, cc nhm nh th trng v cui cngl tng c nhn. Khc th trng l nhng nhm ln c th nhn bit c trong mt th trng, chng hn nh nhng ngi mua t cphng tin i li, nhng ngi mua t mun c nhng tnh nng tt, nhng ngi mua t mun m bo an ton. Nhm nh thtrng l mt nhm nh hp hn c th tm kim mt s nhng ch li c bit. v ngi bn chia th trng l mt nhm nh hp hn cth tm kim mt s nhng ch li c bt. V ngi bn chia th trng nh hn na bng cch a thm vo nhng c im xc nhchi tit hn. Nn cc khc th trng c xu hng phn thnh mt s nhm nh th trng.

Cc khc th trng thng thu ht mt s i th cnh tranh, trong khi nhm nh th trng ch thu ht mt hay mt vi ith cnh tranh. Nhng ngi lm Marketing trn nhm nh, th trng chc chn hiu c nhng nhu cu ca nhm nh th trn n mc l cc khch hng ca h sn sng tr gi cao hn. V d Porsche bn c xe ca mnh vi gi cao, bi v nhng ngimua trung thnh ca Cng ty cm thy rng khng c cng ty t no khc m bo c y mong mun ca khch hng trong sn

phm v dch v n mc nh vy.

Mt nhm nh th trng hp dn c th c nhng c im sau: Cc khch hng trong mt nhm nh th trng c mt s nhu

cu ring bit v c phn phc tp: h sn sng tr gi cao hn cho Cng ty no tho mn tt nht nhng nhu cu ca h: ngi lmMarketing ti nhm nh th trng cn chuyn mn ho hot ng ca mnh th mi c th thnh cng cc i th cnh tranh khng d gtn cng c ngi dn u nhm nh th trng.

Nhng cng ty nng ng ang chuyn nhanh qua Marketing nhm nh th trng. By gi Cng ty Marriott c nhiu loikhch sn nh Mariott hotel. Marriott Suite hotel, Residence inns Courtyard by Marriott v Fairfield inns, mi khch sn nhm phc vmt nhm khc hng khc nhau. American express khng ch bn nhng th xanh, m cn bn c th vng th cng ty v c th bch kim phc v cho nhm khch hng khc nhau. Nike sn xut cc loi giy th thao khc nhau cho nhng hot ng th thao, nh nhy, i

b, chi bng r, chi qun vt v cn phn nh hn na. Mt gim c Cng ty nhn xt: "S khng c nhng th trng cho nhng snphm m mi ngi u thch mt cht, m ch c th trng cho nhng sn phm m mt ngi no thch tht nhiu". Mt gim cCng ty ho cht d on rng trong tng lai Cng ty ho cht chin thng s l Cng ty no c th pht hin c nhng nhm nh thtrng v chuyn mn ho nhng ho cht ca mnh phc v cc nhu cu ca tng nhm nh th trng. Theo Linneman v Stanton,nhng ngi khai thc nhm nh th trng s tm c kho bu v cc Cng ty s phi hng vo nhm nh th trng hay tr thnh

nhm nh th trng.Cc kiu phn khc th trng

Trc y ta phn khc th trng theo thu nhp v tui tc, v kt qu thu c nhng khc th trng a l nhn khukhc nhau. Gi s, v vy ta ngh ngi mua cho bit h mong mun hai tnh cht ca sn phm n mc no (trong trng hpkem th gi d l kem v ngt). Mc ch l pht hin nhng khc th trng c s thch khc nhau. C th xy ra ba dng khcnhau.

7/30/2019 Quan tri Marketing.doc

21/43

S thch ng nht: Th hin mt th trng trong tt c ngi tiu dng u c s thch i loi nh nhau. Th trngny khng th hin r cc khc t nhin. Ta c th d on rng nhng nhan hiu hin c u tng t nh nhau v cm li gia.

S thch phn tn: thi cc khc, s thch ca ngi tiu dng c th phn tn ri rc khp mi ni, chng t rng ngitiu dng c nhng s thch khc nhau rt nhiu. Nhn hiu u tin tham d th trng c th chim v tr trung tm thuht c nhiu ng nht. Nhn hiu trung tm s gim n mc ti thiu mc khng tho mn chung ca ngi tiudng. i th cnh tranh th hai c th chim v tr k vi nhn hiu th nht v u tranh ginh th phn. Hay n c thchim v tr gc thu ht mt nhm ngi tiudng khng hi lng vi nhn hiu trung tm thu ht c nhiu nginht. Nhn hiu trung tm s gim n mc ti thiu mc khng tho mn chung ca ngi tiu dng. i th cnh tranhth hai c th chim v tr k vi nhn hiu th nht v u tranh ginh th phn. Hay n c th chim v tr gc thu

ht mt nhm ngi tiu dng khng hi lng vi nhn hi trung tm. Nu trn th trng c mt s nhn th chng c thnm ri rc khp ni v th hin nhng s khc bit thc s khc nhau v s thch ca ngi tiu dng.

S thch cm li: Th trng c th c nhng cm s thch khc nhau, gi l nhng khc th trng t nhin. Cng ty utin trn th trng ny c ba cch chn. N c th chim v tr trung tm thu ht tt c cc nhm (Marketing khng phn

bit). N c th chim v tr khc th trng ln nht (Marketing tp trung). N c th chim mt s nhn hiu, mi nhnhiu chim v tr mt khng th trng khc nhau (Marketing phn bit). R rng l nu Cng ty u tin ch pht trin mtnhn hiu, th cc i th cnh tranh s nhy vo v tung ra nhng nhn hiu khc trn th trng khc th trng cn li.

Quy trnh phn khc th trng

Ta thy rng c th pht hin cc khc th trng v nhm nh th trng bng cch vn dng mt chui cc bin chianh th trng. Sau y l mt minh ho:

Mt hng hng khng quan tm n vic thu ht nhng ngi cha i my bay (bin phn khc th trng: Tnh trng ca ngis dng). Nhng ngi cha i my bay, bao gm nhng ngi s i my bay, nhng ngi bng quan v nhng ngi mun i my

bay (bin phn khc th trng: Thi ). Trong nhng ngi cm thy nn i my bay c nhng ngi thu nhp cao c th c tin i my bay (bin phn khc th trng: Thu nhp). Hng hng khng c th quyt nh chn mc tiu l nhng ngi c thu nhp cao,c thi ng h chuyn i my bay, nhng ch cha bay ln no.

y ny sinh mt cu hi: C mt quy trnh chnh thc pht hin nhng khc th trng ch yu khng? C mt phngphp ph bin m cc Cng ty nghin cu Marketing s dng. Quy trnh ny gm ba bc:

1. Giai on kho st:

Nh nghin cu tin hnh phng vn thm d v tp trung vo cc nhm hiu su hn nhng ng c, thi v hnh vi cangi tiu dng, S dng nhng kt qu thu c, ngi nghin cu son tho mt mu phiu cu hi thu nhp nhng s liu v:

+ Nhng tnh cht v xp hng tm quan trng ca chng

+ Mc bit n nhn hiu v xp hng nhn hiu

+ Cc dng s dng sn phm

+ Thi i vi nhng loi sn phm

+ Nhng s liu v nhn khu hc, tm l v phng tin truyn thng a thch ca nhng ngi tr li.

2. Giai on phn tch:

Ngi nghin cu p dng cc cch phn tch yu t i vi cc s liu loi b nhng bin c lin quan cht ch. Sau ngi nghin cu s p dng cch phn tch cm to ra mt s nht nh nhng khc th trng khc nhau nhiu nht.

3. Thi xc nh c im:

By gi mi cm c xc nh c im phn bit v thi , hnh vi, nhn khu hc, tm l v thi quen s dng phng

tin truyn thng. Mi khc th trng c th c t tn da theo c im khc bit ni bt nht. Chng hn nh, khi nghin cu thtrng ngh ngi Andreasen v Belk pht hin c su khc th trng: Ngh th ng nh, a thch hot ng th thao, tho mncuc sng ni tm, tham gia hot ng vn ho, hot ng nh, hot ng x hi. H thy rng cc t chc biu din ngh thut c th

bn c nhiu v nht khi nhm mc tiu vo nhm thch tham gia hot ng vn ho v nhng ngi thch hot ng x hi.

Quy trnh phn khc th trng ny phi c lp li nh k, bi v cc khc th trng thay i. V d, Henry Ford khngnh rng ch c gi c l quan trng. V th m General Motors vt ford nh tung ra nhng nhn hiu xe nhm vo cc khc thtrng thu nhp khc nhau. Sau Volkswagen v cc hng sn xut t Nht nhn thy tm quan trng ngy cng tng ca kchthc xe nh v tit kim nhin liu v l nhng tnh cht m ngi tiu dng la chn. Ri sau t lu na, ngi Nht nhn thy khcth trng nhng ngi mua xe cn cht lng v tin cy ngy cng pht trin. Rt hay c trng hp, Cng ty mi t ph c vomt th trng n nh nh pht hin c nhng kh nng phn khc th trng mi ti th trng .

Mt cch pht hin ra khc th trng mi l nghin cu th bc ca cc tnh cht m ngi tiu dng cn c vo lachn mt nhn hiu. Vo nhng nm 1960, hu ht nhng ngi mua xe u quyt nh trc tin l v hng sn xut ri sau mi n

kiu xe ca hng . iu ny c th hin thnh th bc ca nhn hiu thnh hnh. Chng hn nh mt ngi mua c th chung xeca hng General Motors v trong tp xe li thch xe Pontiac. Ngy nay, nhiu ngi mua quyt nh trc tin l nc sn xut xem h mun mua. Chng hn nh ngy cng c nhiu ngi mua quyt nh trc tin l h mun mua xe Nht, ri sau mi c thni n s thch cp th hai l Toyota, ri tip n s thch th ba l kiu xe Cresida caToyota. T rt ra mt bi hc l Cng ty phitheo di nhng thay i trong th bc cc tnh cht m ngi tiu dng sp xp v iu chnh theo nhng u tin lun thay i ca ngitiu dng.

7/30/2019 Quan tri Marketing.doc

22/43

Th bc cc tnh cht cng th hin cc khc th trng khch hng. Nhng ngi mua quyt nh trc tin v gi thuc nhmchi phi, nhng ngi quyt nh trc tin v kiu xe (v d, xe th thao, xe ch khc, xe c khoang ) thuc nhm kiu xe chi phi,nhng ngi quyt nh trc tin v nhn hiu thuc nhm nhn hiu chi phi v.v... Ta c th tip tc v pht hin nhng ai l thucnhm kiu/gi nhn hiu chi phi, theo th t hp thnh khc th trng khc; v.v... Mi khc c th c nhng c im khc bitv nhn khu hc, tm l v s thch i vi phng tin truyn thng. chnh l l do c tn l l thuyt chia ct th trng.

C s phn khc th trng ngi tiu dng

phn khc th trng ngi tiu dng ngi ta s dng nhng bin khc nhau. Nhng bin ny thuc hai nhm ln. Mt sngi nghin cu c gng hnh thnh cc khc th trng, bng cch xem xt nhng c im ca ngi tiu dng. H s dng ph binnhng c im nhn khu hc, a l v tm l. sau