1. LOGO Loi b sn phm li thi 10/25/13 1

2. 10/25/13 2

3. I. L thuyt chung v loi b sn phm li thi 1 2 Nguyn nhn 3 Du hiu nhn bit 4 10/25/13 Khi nim Quan im loi b 3

4. 1 Khi nim Sn phm li thi L nhng sn phm khng theo kp nhng i hi ca th trng v tin b cng ngh, b tt hu so vi nhng sn phm thi im hin ti. a s nhng sn phm ny s b o thi khi th trng hoc nu cn tn ti th cng trong tnh trng tr tr. Loi b sn phm li thi L vic cc cng ty loi b nhng sn phm khng cn p ng c th yu ca ngi tiu dng hoc khng theo kp vi tin b cng ngh dn n s yu km trong doanh thu v th phn. 10/25/13 4

5. 2 Nguyn nhn Pht tri n Gi i thi u Chn mu i Vng i s n ph m Thoi tro 10/25/13 5

6. 2 Nguyn nhn Th hiu ngi tiu dng thay i Bn thn sn phm 10/25/13 Tin b cng ngh 6

7. 3 Du hiu nhn bit Doanh thu gim 10/25/13 Th phn gim 7 Sn phm mi

8. 4 Quan im loi b Loi b tt c th trng Loi b th trng suy yu Nhc im: chi ph v cng u im: tit kim chi ph v thi sc ln gian u im: gim bn khon cho Ch p dng khi sn phm khng doanh nghip trong vic bn sn p ng c nhu cu ca ngi phm li thi, tp trung chi ph tiu dng mt th trng to ra sn phm mi, to lng tin vi khch hng, to ra li th cnh tranh Khng p dng c vi sn phm b li thi v mt cng ngh Ch trong vic la chn thi v k thut so vi thi i 10/25/13 im loi b 8

9. II. Mt s v d v loi b sn phm li thi trong ngnh cng nghip t Toyota Crown Ford Edsel Chrysler Cordoba 10/25/13 9

10. Toyota Crown Gii thiu chung Ra i thng 1/1955 tri qua 12 th h v lin tc m rng th trng 10/25/13 10

11. Toyota Crown Qu trnh pht trin 1962 711 chic 1960 821 chic 1963 28 chic 1970 6528 chic Doanh s 1959 967 chic 1958 287 chic 10/25/13 1973 0 chic 1957 2 chic 11

12. Toyota Crown Nguyn nhn tht bi Khng p ng c nhu cu ngi tiu dng M v chu u Cnh tranh ca i th GM ang thi k hong kim Ford v Chrysler c s khng My yu, d b nng nu chy nh thng hiu M vi tc cao Hp s tay 4 cp ai an ton 3 im Gh ngi khng thoi mi 10/25/13 12

13. Ford Edsel Titanic c a xe hi 50 chi c xe hi t i t nh t m i thi i 10 thng v th t bt nh t trong l ch s 10/25/13 13

14. Ford Edsel Ra i rm r vo ngy 4/9/1957 vi khon chi 350 triu USD cho cc chin dch qung co 1958 1958 4 m u xe M : 63110 Canada: 4936 10/25/13 1959 1959 2 m u xe M : 44819 Canada: 2505 14 1960 1960 C i ti n nhi u v hnh dng 2846

15. Ford Edsel Nguyn nhn tht bi 1. Sai lm v nh gi 4. tin cy 3. Sai lm v tn gi 10/25/13 15 2. Sai lm v la chn thi im ra i

16. Chrysler Cordoba Gii thiu chung Tn ti trong khong thi gian t 1975 1983 L mt trong nhng dng xe nh m ca Chrysler 10/25/13 16

17. Chrysler Cordoba Qu trnh pht trin Th h th nht (1975 - 1979) -1975: 150.000 xe bn ra, k lc -1976: 160.000 xe bn ra -1979: danh ting v cht lng Chrysler gim 10/25/13 17

18. Chrysler Cordoba Qu trnh pht trin Th h th hai (1980 - 1983) -Thay i v cu to & thit k khng c nh gi cao -Tng doanh s: di 100.000 chic -1983: Chrysler ngng sn xut Cordoba 10/25/13 18

19. Chrysler Cordoba Sn lng sn xut ca Chrysler Cordoba t 1975 - 1983 10/25/13 19

20. Chrysler Cordoba Nguyn nhn tht bi Sai lm v marketing Sai lm v marketing Mi trng kinh doanh Mi trng kinh doanh Tht bi ca mt s dng xe Tht bi ca mt s dng xe khc ca Chrysler lm gim khc ca Chrysler lm gim uy tn ca hng uy tn ca hng Khng hong du m 1973 Khng hong du m 1973 Cc tiu chun s dng nhin Cc tiu chun s dng nhin liu b tht cht liu b tht cht Sai lm v to dng sn phm Sai lm v to dng sn phm 10/25/13 20

21. III. Bi hc kinh nghim nh v sn phm Chin lc marketing c th Lm sao vng i sn phm l kt qu ca chin lc marketing Add Your Text C kh nng d bo v th trng p ng nhu cu Ci tin sn phm 10/25/13 21

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