giá và chiến lược giá

8/9/2019 Gi V Chin Lc Gi

1/84

Gia va chien IUocgiaQuan tri

trong cac Doanh nghi,p Vila vi N


2/84

Qulm tr! Marketing trong caeDoanh n g h i ~ pVlJa va Nho

Gia Va Chien IltQc gia

, ? ~ I

TAl BAN LAN TH(JI


3/84

=

Qulm tr! Marketing trong caeDoanh n g h i ~ pVila va Nho

Gia Va Chien IltQc gia

TAl BAN LAN THLrI


4/84

OPENLEARNINGAGENCYCanada's life !Qng Lea!fling Ptov,Jer

Chuang trinh Phit trien DI! an Me Kongtai trq

Vin D':li h9C Ma OLA (Canada) biensO':ln

Culln sach nay do Chuong trinh Phat t r i ~ nDJ! an Me Konggilr bim quyi!n 2001

Khong duqc sao ehep hol;ic sua ddi nu khong duqc phep bing van ban cuaChuang trinh Phil trien DI! an Me Kong.

Cuon sich nay duqc x:i.y dl!Dg tren eO sa tai Jiu giang d':lY tren lap do V i ~ nQuan triKinh doanh - D;:ti hQc Kinh te Quoc dan, Ha Nl}i phii! trien voi sl! tai trq eu a ChIIongtrlnh PM t t r i ~ nDJ! an Me Kong. NhOm bien sO':ln tiii Jiu do Th;:tc si Nguyen QuynhChi chju tmeh nhim chinh. Cuon sach nay khong duqc sao cnep hol;ic sua dili khi chua

duqc pM p bing van ban eua Chuang trinh Phat trien DI! an Me Kong.


5/84

.

Chucrng trlnh PM t trien DI! an Me Kong (MPDF) duqc thanh l ~ pnam 1997 nhiunh6 trq sl! hlnh thanh va philt trien cua cac doanh n g h i ~ ptu nhan vita va nhc. a V i ~ tNam, Lao va Campuchia. MPDF hil trq ky t h u ~ tcho cac doanh n g h i ~ ptrong quatrlnh chuan b! cac dl! an dau tu vai qui mo t it 250.000 den 10 t r i ~ udola My.MPDF cling tai trq v i ~ dao tl!o cac nha quan ly doanh n g h i ~ pvira va nM, cacngiln h1lng cap tin dVng cho cac doanh n g h i ~ pvita va nhc., ciing nhu cac t6 chuccung cap djch vv h6 trq cho doanh n g h i ~ p .MPDF duqc d i ~ uhlmh ooi Cong ty Taichinh Qu6c te (IFC) va duqc tai tr q bOi Ngiln hang Phat trien CMu A. (ADB),Oxtrilylia, Canada, PM n Lan, Cong ty Tili chinh Qu6c te (IFC), N h ~ tBan, Na Uy,ThVY Dien, ThVY Si va Vucrng qu6c Anh. Neu d n biet them thOng tin, xin Mn h ~vOi bilt ky van phOng nilO cua MPDF tl!i Ha Ni)i, Thanh pM H6 Chi Minh, PhnomPenh, hoi).c Vieng Chan theo d!a chi sau:

Ha Nl)i, V i ~ tNam (Trl,l sa chinh)63 Pho Ly Thai Tb, Tang 7D i ~ nthOl!i: (84-4) 824 7892Fax: (84-4) 824 7898

Thilnh phD 8 6 Chi Minh, V i ~ tNamSomerset Chancellor CourtPhong 3B, Uiu 321-23 Nguyen Th! Minh Khai, Q u ~ n1D i ~ nthol!i: (84-8) 823 5266Fax: (84-8) 823 5271

Phnom Penh, Campuchia175 Norodom Boulevard

Sangkat Boeung Keng Kang 1D i ~ nthol!i: (855-23) 21 9365Fax: (855-23) 21 9361

Vieng Chan, LaoNehru Road, Pathou XayPOBox 9690D i ~ nthol!i: (856-21) 45 0017Fax: (856-21) 45 0020

VI,I Doanhn g h i ~ p

Vila va NhO, Ngan hilng The giOi2121 Pennylvania Avenue, NWWashington, DC 20433, USAD i ~ nthol!i: 202-473-6683Fax: 202-522-3742


6/84

Giai thieuChLtdng trinh )ao t ~ oQuan 19danh cho cac Doanh n g h i ~ p

Vila va Nho

Tang quanChuong trinh Dao tflo Quan Iy danh cho ea c Doanh nghitlp VUlz va Nhd duq'Cbien s o ~eho cae nM qwin 19 va chU doanh n g h i ~ pvita va nhi>. U . ngum ehu hoi).engum quan 19 doanh n g h i ~ pnhi>, b ~ quan tAm den nhieu khia c ~ n hcua v i ~dieuhanh ml?t doanh n g h i ~ p .Chuang trInh nay se cung clip eho b ~ ml?t hi? tru I i ~ uhuang dAn ve marketing trang quan 19 doanh n g h i ~ p .BI? tru l i ~ unay de ~ p deneac chu de sau:

Xae dinh eac khai n i ~ mmarketing

Th u t h ~ pth6ng tin ve khach hang.

Phat t r i ~ ncac th6ng tin ve qua tnnh va xu huang mua hang cua khachhang

Xae dinh va h,ra ch


7/84

Giru. thich sl! khac nhau gifra nhu cau tl! nhien, nhu cau cl,! the va nhu cauco kh a nang thanh toan cua khach hang.

Philn bit duqc sl! khac nhau giiia dl:ic diem va Iqi fch ciIa san phfun rnangum ban hang ban ch o khach hang.

Xay dl!llg ke h o ~ c hmarketing sao ch o phil hqp vm ke h o ~ c hkinh doanht6ng the cua doanh nghip.

Mo ta cac buoc I ~ pke h o ~ c hmarketing.

Xa c d!nh thong tin va thu t h ~ pcac thong tin din Ihiet cho vic ra cac quyetdinh v t chien Il1qc marketing.

Xac djnh va thu t h ~ pthOng tin vt khach hang va Ill' khach hang.

Philn lich va phan d o ~th! tNOng trong kinh doanh.

Ll!a chQn cac th! trU'Ong ml,!c lieu phil hqp cho doanh n g h i ~ p .

Xa c dinh dl:ic tfnh clla thi tNOng ml,!c tieu h i ~ nt;p va wang lai.

Philn tich ca c chien luqc gi a kM c nhau tren goc d9 djnh vj san pham va

djch vl,!.

Xa c dinh chien luqc gia cho tlmg thi tNOng ml,!c lieu hin t;p va tuang lai.

Phat trien cac chien luqc khuech tNang va quang cao san pMm.

Phltdng phap nghien cliu cuon sach

Cuon sach nay dUQ"c bien s o ~ nvm ml,lc lieu de b ~ nco the t1! nghien cw . Ml:ic dlicac cuon sach duqc bien s o ~ nhoan chinh, nhU'ng neu b ~ nduqc huang dan, IU vanva trao d6i thong lin phim h6i thi hi


8/84

Bai t;'P tlnh huong: cho pMp b ~ nket hqp m


9/84

Co t h ' tim 51/ giup do " dau

Chinh ban than nllnh. Hay cO giing h


10/84

Muc luc

GiOi t h i ~ uChuang trinh Da o tl,lO Quan Iy danh cho cacDoanh n g h i ~ pV ua va NhC>...................................................................

T6ng quan ............................................................................................... i

Phuon h ' h'A uu' A ' h "p ap ng l


11/84

Dinh gia theo gia tIi ............................................................................ 15

Ch '" I " ? h" / 0 17en uC!e gla san p am mm .......................................................... .

Dinh gia har vang sua ......................................................................... 17

Dinh gia thlim n h ~ pthi tNang ............................................................ 18

T6ng ket Coon saeh ........................................................................... 25

Ke ho:,eh ling d ~ n g........................................................................... 27

Ke' h o ~ c hling d\lng la gl? .................................................................... 27

Lam the" nao de hoan thanh mt Ke' h o ~ c hling d\lng? ........................ 27L ' , , ' K " h h ' d ? 27m gl VO l e o ~ c ung \lng ............ ............ ............. ............ ........ .

Buac tie'p theo ...................................................................................... 28

PhD IDe A - Dap an ............................................................................ 33

PhI;! Il.lc B - Ch6 giiti T h u ~ tngfr .............................................................. 45

Phl:ll ... c C - Thong tin b6 sung ......................................................... 69


12/84

Tang quan ve Cuon sach

Gill d chi Ill. m()t pMn trong k h o ~ c hmarketing (con gqi Ill. M n hQ'p marketing)de t ~ ora doanh thu. Tat ca cac h o ~ td()ng marketing kh:ic d ~ uclin co chi phI. Giaca ding Ill. pMn linh h o ~ tnh1ft cua Mn hQ'p marketing, bOi no co tM duqc d i ~ uchinh nhanh chOng. nhanh han nhieu so vm vii?c thay d6i thit k san phfun haythay d6i kenh phAn ph6i.

Djnh gia la vii?C khO khan 100 nhat d6i vai nhieu ch u doanh nghii?p va nha quan Iycae doanh nghii?p vita va nho. Hliu Mt cac doanh n g h i ~ pdeu khong la m tot congrae djnh gia. ThuOng hq qua eM trqng vao djnh gia theo gi a thanh. M


13/84

NhCrng yeu toanh hlldng tdiv i ~ cdinh gia

D6i vm mq t s6 nguOi, gia don gian ehi la s6 tien de mua mQt san pharn hay dichv ~ .Nhii'ng nguOi khac I ~ icoi gia nh u tM h i ~ ntOng feh I rna khach himg n h ~ nduqc t il san pMm.

Gia thuOng la yeu t6 chu yeu trong quyet djnh mua hang cua khiich hang. Dieunay d ~ cb i ~ tdung vm cac nhu yeu pham va luong thl!c hang ngay, nhl1l1g khikhaeh hang dii co nhi6u 1000i san phfun di' Il!a eh.;m thl nhii'ng yeu t6 ngoai gia caI ~ ico fmh hUOng I( m hon tm quyet dinh rnua hang.

V i ~ edinh gia p h ~thuQc vao chi phf va m ~ ctieu marketing cUa doanh n g h i ~ p ,dIng nh u ban chat eua thi truOng, suc q.nh tranh, nhu cil.u cua khach hang vanhii'ng yeu t6 ben ngoai khac. Xin xem tom tat a finh 1 va chi tiet a phan tiep(hoo.

Veu to ben trong

Ml,lctieu marketing

Chien I ~ marketingh6n hgp

Chi phi

Quyet dinhve gia

Veu to ben ngofli

Ban chat Clla thi trlfongva nhu c8U

C ~ n htranh

Cae yeu t6 khae (nenkinh te, chinh phU, v.v ..

H1nh 1: Nhiing yeti t6 din can n h ~ ckhi quyet dinh v gi .

Gill va Chien luqc gia 3


14/84

BAI T !P TV KIEM TRA 1

NhUng yeu t6 nao anh hm1ng tm quyet dinh v6 gia?

o Chi phi va ml,lc lieu marketing cua doanh n g h i ~ p .

o D ~ tinh thi trl10ng cua doanh n g h i ~ p .o C,!-nh tranh.

o Nhu c1lu cua kMch hang.o NhUng yeu t6 ben ngoai kMc.o Ttt ca cac yeu t6 tren d6u anh hl1img den quyet dinh v6 gia.

Nhftng yeu t6 ben trong doanh n g h i ~ pimh hlldng t8i v i ~ cdinh gia

NhUng yeu t6 ben trong doanh n g h i ~ panh hl1c'mg den quyet dinh v6 gia g6m ml,lctieu marketing, ke ho,!-ch marketing, chi phi marketing va cach thuc dinh gia cuadoanh n g h i ~ p .

M ... c tieu marketing

Cac doanh n g h i ~ ppMi xac dinh chien luge marketing cua minh trl10c khi dinh giasan phllm. Neu doanh n g h i ~ pda h!a chQn thi wOng ml,lc tieu va djnh vi t6t thichien . luge marketing Mn hqp, trong d6 c6 gia, se rat d


15/84

Doanh n g h i ~ pnito muon dan diiu ve thj phiin ciin phiii djnh muc gia tM p nhatco tM d ~tang thi philn.

Doanh n g h i ~ pnao muon dan dau ve chat luqng se phai dau IU nhieu vaonghien Clru va trien khai, vao h o ~ tdQng marketing va djnh gia cao hem, khbngchi do chi phi cao rna con do nhiing ich Iqi U ti v i ~ thay dQc dao clla san pM mrna doanh n g h i ~ pcung Clip ch o khach,hiing.

Chien h.tqc marketing h6n hqp

Gia chi la mQt trong nhiing ebng Cl,l trong h6n hqp marketing rna doanh n g h i ~ psirdl,lng de d ~ tduQ'C ml).c tieu marketing clla minh. Ne'u doanh n g h i ~ pmuon eo m(ltchuemg trInh marketing nhllt quanva h i ~ uqua thi v i ~ cdjnh gia phiiiduqc ph6i hqp vm v i ~ cthie't ke' sanpham, cach thue pMn phoi tmkhach hiing cuoi cllng, each thuckhuech truemg va quang cao.Quyet djnh lien quan den nhiingye'u to nay cua bOn hqp marketingse


16/84

'- "" ,AI

BAI T ~ PTV KIEM TRA 2

1. Nbiffig yeu t6 ~ n trong nao anh huang tm v i ~ edinh gia?

o M ~ eti


17/84

Nhftng yeu to ben ngoai doanh n g h i ~ pimh hltdng den v i ~ cdinh g h ~

Nhfing yeu to ben ngom anh hUOng den quyet dinh ve gia eua doanh n g h i ~ pg6mco: ban eMt eua thi tlll'img, sue q n h If


18/84

dau tu trong nuoc se 1mh hui'mg toi cii chi phi san XU


19/84

Nhftng yeu to anh hLtdng gia cao va gia thap

. MQI s6 san philm ban gia cao va mQI so khac ban gia Ihap. San philm gia cao vasan phllm gi a lhap deu co m1 so d ~ cdii!m rieng (xem ffinh 2),

san philm gia cao IhuOng la san ph am -cong ngM cao doi hoi phai co nhiln conglanh ng M b ~ ccao lrong san xual. Nhfrng san philm nay ding IhuOng doi hOi dauIII IOn ch o cong lac nghien CtIu va I r i ~ nkhai ding nh u de cao lam quan tI'Qng cllav i ~ ccung cap djch vv kMch hang tOI, I h ~ mchi phai hoan hao, va t ~ od\fIlg m1hlnh anh rieng b i ~ tve nhlin h i ~ usan philm. D i ~ nt h o ~ idi dng va pMn mem maytinh la cac 'vi dv lieu bieu ch o l o ~ isan phllm gia nay.

San philm gia Ihap thuOng san xuat dai Ira va co gia thanh IMp bbi v i ~ clip dvngphuang phap siln xual va may moc thiet bj chuyen mon, lam tang h i ~ uqua va cAtgiam chi phI. Cac doanh n g h i ~ psan xuat va ban san pha:m gia tMp, co san philmsan xuat hang I ~ t IhuOng kiem soM c h ~ 1ve ngiln sach, philn phoi thong qua cackenh philn phoi d ~ itra va ap dvng b i ~ nphap quang cao d ~ ichung tm nhieu nguOi.Bt g i ~ tva ml an lien la cac vi dV lieu bien cho lol!i srlfl p h ~ mgia IMp.

Gia WI Chien lu'!c gia

Gil! cao C6ng ngh$ cao

lao d(ing lanh nghe Dau ILIIan vila nghien cliu va tn6n khai Dich v ~khilch hang holln hao Hlnh imh san pham an tLIO!1g Khuech trLIcrngIrQngdiem

Giathap san xuat hang I ~ t C h u y ~ nmon hoa cOng vi$C Kiem soal chat va tai chinh Kenh phan ph6i Ian Khuech trtlO!1gd ~ ichung

San 11I'c;1ng

Hinh 2: Gi. cao va g i' thap.

81m philm gia ca o va san philm gia thap co nhfing d ~ cd i ~ mrieng.

9


20/84

BAI T';"P THVC HANH 1

Dii!n va o bing sau hai silo philm gia cao va hai san phllm gia tM p rna b ~ ndamua va neu cac d ~ cdii!m vi! gia cua chung.

A. San pMm gia cao bl,ln da rnua1._ _ _ _ _ _ _ _ _

2._ _ _ _ _ _ _ _ _

B. San phllrn gia tMp bl,lll da mua1._ _ _ _ _ _ _ _

2.____________ _

10

Dij.c d i ~ r nciia san philrn

- Congn g h ~

cao- Tay ngM cao- DAu tu IOn vao nghien cw va trien

khai- D ~ c hVl.I khlich hang hoan hao- Hinh Imh san philm ra:t an tu


21/84

Cae phlfdng phapdinh gia cd ban

M\lt doanh n g h i ~ pdjnh gia ban khOng Irang trai hel dugc cae ch i ph i ciIa rninh sekhong 1M Ion t


22/84

Djnh gia "chi phi c9ng" khong tinh den ca nhu diu v6 san pham Ian gia cua doithu c;mh tranh, do d6 kh6 dan dn muc giii toi UtI ch o doanh n g h i ~ p .Nhung dayvan la phuong phiip phel bin vi mt so nguyen nhan. Thu nMt, nguiri ban c6nhieu thong tin ve ch i phi hon la ve nhu cau. Quyt djnh vi giii dlng don gian hon.Khi mt;li doanh n g h i ~ ptrong nganh deu Slr d\lng mqt phuong phap d!nh giii, gia seco xu hUCmg giong nhau va se khong co nhiiu c;mh tranh vi giii. Cuoi cling, nhieunguOi cho ding djnh giii "chi phI cqng" cong Mng vffi ca nguOi mua va nguiri biinbbi n6 cho phep doanh n g h i ~ pcO muc Iqi n h u ~hqp 19 ma khong lqi d\lng khachhang quii diing.

Nha san xU:lt khOng don thuan ban lai san pham cua ngudi khiic nen khOng tM Slrd\lng phuong phiip "chi phi c


23/84

'BAI T ~ PTHVc HANH 2

1. Tinh ry l chenh lch thea gia thanh eua ~ t san phlim ban v6i gia 3.000d 6 n ~va gia thanh 2.000 dong. _ _ _ _ _ _ _

2. Tinh ry l chenh lch thea gid Mn eua mt san pham ban v6i giii 3.000d6ng va giii thiinh 2.000 d6ng. _ _ _ _ _ _ _

3. M t san phlim v6i gia thiinh 4.500 d6ng ban a mue gill 6.000 dong. Tinh ryl chenh lch thea gia thanh. _____

4. Mt san pham v6i gia thanb 4.500 d6ng ban a mue gia 6.000 dong. Tinh ryl chenh lch theo gia Mn. _ _ _ _ _

Cae doanh n g h i ~ pphai h i ~ usl! khac b i ~ tgiUa ty I ~ chenhI ~ c htheo gia thanh va ty I ~ chenh I ~ c hthoo gia ban. M6idoanh n g h i ~ pdeu phiii nhat quan trong phuong phap dungM tinh ty I ~chenh I ~ h .

>inh gia theo cClinh tranh

M9t doanh n g h i ~ pdung phuemg philp dinh gia thea c::mh tranh khi mue gi a dua faehu yeu can cu vao mue gia ella d6i thll c ~ n htranh. it quan Him den chi phi cllamlnh hay den nhu eau.

O k doanh n g h i ~ pbiet rling nguoi mua thlIong cii.n n h k mue gia ella minh bAngcach so sanh v6i gia cac slm phAm qnh tranh tuemg tlJ. cac doanh n g h i ~ pcling cot h ~so sanh ll1emg tl! va djnh gia thea ke t qua so sanh. Hg se dinh gia cao hem d6ithll ",!nh tranh neu san phAm cila hg co dJ:tc linh hay hem hOJ:te mang I ~ inhieu lqifeh hem cho khach hang. Hg se dinh gia thap hem neu san phAm ella hg kMng codu


24/84

cae doanh n g h i ~ pban cae mi;it hang nhu yeu pham (nhu giay, mu6i, g':lo hay dauhoa) biet T ~ gsan pharo cua h9 ban ra kh6ng co nhieu khac b i ~ t ,nen noi chung h9deu dinh cung mQt muc gia. cae doanh n g h i ~ pnM thuOng dieu chinh thea gia cuacae d6i tM c ~ htranh dang k i ~ msoat phlin Ian thi truOng.

Dinh gia thea mi;it bAng chung, tuc la tat ci\. cac doanh n g h i ~ pdeu ap dl,mg chungm(\t gia cho san pharo cua minh, Iii m(\t phuang phap dinh gia thea c ~ htranh.Phuang phap nay thuOng ap dl,lng khi khO do IUOng dug


25/84

f)!nh gia theo gia tr!

Dinh gia theo gia tfj Hfy quan n i ~ mcua ngum mua ve gia tJi sim phAm - chu kh6ng

phai Hi chi phi cua ngum ban - lam cO SO djnh gia. Gia dugc djnh cho phil hgp vaiquan n i ~ mve gia trj. Dieu d6 c6 nghia la cac doanh n g h i ~ pkh6ng the thiet ke sanpham va xfly dlJIlg k hO\lch marketing tmac khi dinh gia. Gia dugc cfln nhAc dongthm vm nhUng thanh 16 marketing kMc (thit ke va ~ c tlnh san phlim, phuongpMp pMn ph6i va khuch lruong) kh i xfly dl!llg k hO\lch marketing.

H'mh 3 so sanh djnh gia theo gia thanh vm dinh gi a theo gia trj. Djnh gia theo giathanh illy san pham la m trung tflm. Doanh n g h i ~ pthiet k ca i gQi la mQI san phlimt6t, h(lCh to;in t6ng chi phi lam ra san pham do va dinh gia d ~ trang trai dugc cacchi phi va thu dugc mQt muc 19i n h u ~ nn(1O do. HO\lt dQng marketing ctia doanhn g h i ~ pphiii thuyt p h ~ cduoc khach hang riing san pham co mQt gi a trj It nhiltcling bAng mUc gia ban. Nu gia qu a cao, doanh n g h i ~ pphiii cMp n h ~ ngiamchenh I ~ c h19i n h u ~ nhay giam lugng ban, d hai cach deu lam giam 19i n h u ~ n .

Djnh gia theo gia trj l(li di ngugc l(li qua trlnh nay. Doanh n g h i ~ pdjnh gia theoquan n i ~ mcua kMeh hang ve nhUng feh 19i va gia trj cua san phAm, va dieu nayquyet djnh v i ~ cthiet ke san pham va muc chi phi san xu:it ch o phep. can eu dedjnh gia chlnh la gia trl theo quan n i ~ meua kMch hang.

D!nh gia theo gia thanh

5anphim Khachhang

D!nh gia theo gia tr!

KMchhang San phim

Hlnh 3: Djnh gia theo gia th1mh va djnh gill theo gi a trio

Ghi va Chien 11f'1': gia 15


26/84

" " ~BAI T ~ p TV KIEM TRA 5Di6n vao ehb tr6ng trong nhli'ng diu sau day.

1. D!nh gia theo gia tr! Iify _______ eu a ngum mu a lam ecr sa dedinh gia san phAm.

2. Dinh gia theo gia thilnh lay _______ am trung tilm.3. Djnh gia theo gia trj lay _______ ilm trung tam.

16 Gill WJ Chien lu,!c giu


27/84

Chien 11Iqc g i ~san p h ~ mmdi

Gia eu a m


28/84

Chili luqng va hlnh anh cua san phiim ph3.i tuang Ung v&i muc gia cao.

Phai co dil s6 luqng ngum mua Ung v6i m6i muc gia.

Gia tMnh cho moi da n vi san philm de sim xuat s6 luqng It khOng cao ha n quan h i ~ uso v6i gia thanh san xuat s6 luqng 100. (Trong truang hqp nay, s61uqng100 han se co tM mang l;;ti n h i ~ ulqi n h u ~ nhan, m: du muc gia thap han).

San philm phi\.i dc dao de d6i thi! quill tranh khong tM de dang xilm n h ~ pvaothi truang v6i muc gia tMp han.

BAI T ~ THVC HANH 3Neu ba san phiim ap dl,mg chin luQ'c gia hat vang sUa.

a) _____________________________________________

b) ___________________________________________

c) _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

.Gia hOt vang sua ch i co hie dl,mg kh i san phlirn rn6i conhiIng di{jc tinh va feh lQi d(lc dao va khi dol thiI c ~ n htranhkhong the M t chuOc.

ainh gia tham n h ~ pthi trltdng

D6i I ~ pv6i chien luqc gia hat vang sua la chien luqc gia tham n h ~ pthj wang.Ml,lc dich cua chien luge nay la tham n h ~ pthj truang nhanh chong va chiem Hnhthj pharr 100. Doanh n g h i ~ ptung san pham fa v6i gia tMp di! khach hang chapn h ~ngay va eo tM phan ph6i rng rai tren thi truang d:;Ji chUng.

Gia tham n h ~ pchi cao ha n gia thanh san pham chUt It de doanh n g h i ~ pco thenhanh chong co eM dUng tren thi truang va co the ban duqc s6 luqng 100. san

18 GUi va Chien IUfjC Ria


29/84

ph:i1n mm tung ra !huang di kern voi nhling hOl!t dng quang cao va khuechtruang 6 l!t, nhling dqt ban hlmg va giam gia d ~ ebi?t. Chi'ing hl!n, nhieu nha mayn h ~ nmay dong p h ~ chQe sinh voi mue ehenh l ~ c hlqi n h u ~ nrat thap. HQ lam thevoi hy vQng gia tM p se giup hQ gianh duqe nhieu hqp dong tll cae tNang ph6thong.

Mt s6 doanh nghi?p thea du6i chien luqtgia tMm n h ~ phOi. so luqng ban IOn chophep hQ cilt giam han nua chi phi tfen danvj san ph:i1n. Cac doi thil cl!flh tranh khongban duqc s61uqng IOn nhu v ~ yse khongthi! giam duqc chi phi vll sOm bj IOl!i rakhOi thj truang. M ~ cdich cila djnh gia

tM m n h ~ pthi truiJng III d ~ k i ~ msoat thitNang thOng qua cl!nh tranh ve gia!chi phiva duy tfl thj pM n IOn nhat.

Chien luqc gia !hilm n h ~ pkhong phlli luc nao dIng ap d ~ n gduqc va kh6ng pMiluc nao ciing la hay. Chien luqc nay chi co y nghia khi thoa ma n m.,t so dieu k i ~ nnMt dinh:

Chien luqe gia thilm n h ~ pchi co tac d ~ gneu kMch hang rat nhl.lY cam ve giaca.

NeuhQ

khOng nhl!Yca m

lfun voi giaca,

gia thap c6t h ~

khOng thuhUt

dilkMch hang.

Chien luqc gia thilm n h ~ pchi thanh cong neu gia thanh san xuat va phan phoich o m6i dan vi san pham giam nhieu khi tang luqng ban. Neu gia thanh ch om6i dan vi san phAm khong giiim thi doi tM cl!flh tranh c6 the de dang b:it kipva ap d ~ gcling mt muc gia tMp.

Gia tM p phili hl!n cM cl!nh tranh m.,t cach h i ~ uqua.

cac doanhn g h i ~ p

vi'ra va nho phain h ~ n

thUc dng dinh gia tMmn h ~ p

thi tNang lamQt chien luqc dai hoi va muc lqi n h u ~ nse kh6ng IOn ch o tm khi kMch hang chapnMn san phlim.

Gia va Chien iuqc gia

Chiln hrQ"e gia thfim n h ~ pbul}e ph3i khong ngitng giamchi ph i d ~ h ~ neh., e ~ htranh.

19


30/84

BAI T ~ TV KlEM TRA 6Bien vii.o ch 8 trang trong nhil'ng cAu sau dAy.

I. M\lc dich cua chien luqc gia tM m nhi).p Iii. _______ 6n.2. M\lC dich eua chien luqc gia hat vang sua Iii. _______ 6n.3. Chien luqc gia thAm nhi).p chi co tac dl.mg khi gia thap _ _ _ _ _ _vii. mQt cach h i ~ u qua.4. Gia hat vang sua chi c6 tac d\lng khi san phfun mm co _ _ _ _ _ _

dQc dao mii. khOng the bitt chuoc.

BAI T ~ PTHVC HANH 4

Neu ba san ph:im ap d\lng chien lugc gia tM m nhi).p.

~ - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - - -b) _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _~ _ _ _ _ _ __

c) _______________________~ ___________________

20 GiG va Chien luqc giG


31/84

) \ -L~ 7- . . / , A ' ~HAl T ~ TINH HUONG 1C()NG TY THANH l ) ~T (F)

Lttu y: Bai ~ p dnh hu6ng ve cong ty Thanh D


32/84

TCri na m 1995, bil Ngqc Ng a thoi v i ~a cong ty nh a nuOc vii thanh I ~ pcong tyThanh Dl).t Iii m ~ tcong ty tu nM n c6 giay phep chfnh thue mil ba Iii chu sa hii'u vii

hOl).t d('mg theo L u ~ tCong ty han hanh na m 1993.

COng ty Thanh Dl).t da pMt tricin Thanh eo so san xuat bao bi then ye u cliucuakhach hang c6 qu y mo IOn nhatmien BAc. COng ty ehim khoang 50% thi pM n .mien Blie. Sau mt viii nam pMt tricin tCri t6e d ~ 18-20%, doanh thu duqc ba o caonam 1997 eua cong ty le n tCri khoang 2 ty d6ng (150.000 do la My). Ni1rn 19971qin h u ~sau thu bAng 4% doanh thu We Iii khoang hon 80 t r i ~ ud6ng (6.000 do laMy). Vito eu6i narn 1997 cong ty e6 them m ~ ts6 khaeh hang mCri va dl! kie'n eaeeh i tieu ella nllm 1998 se tang tCri 300%. COng ty Thanh Dl).t hOl).t d ~ n ghe't eongsuat va c()ng nhan lam moi tuau lam 1,5 ea.

Sa n phAm va KMch hang

cae san phAro cua cong ty Thanh Dl).t la ba o hi m ~ t ,hai va ha lap. Bao bi clingduqe phan theo nguyen l i ~ ukMc nhau Ia bao hi milng (PE) duqc san xuat tir nhJ!lltOng hgp va bao bi duqe san xuru tft mang phuc hgp (BOPP). Cong ty Thanh Dl).ttrong nhiIng na m dliu chi la m bang PE, nhung ba Ngqc Ng a n6i ba Iuon c6 y djnhrna r/)ng sang lam hang cMt Jugng cao hang BOPP. san xuat bao hi tft cM t l i ~ uBOPP bitt dAu narn 1993 va gio dfly, ba o hi til' ehat l i ~ umang phll'c hgp da chie'm25% tOng san lugng cua cong ty.

Chin luqc clla c()ng ty Thanh Dl).t vCri khach hang V i ~ tNa m la tim kie'm caedoanh n g h i ~ pvfta va nh6 a kh u VJ!c Ha N ~ i ,con a nhiIng viing W e thi ch i giCrihl).O a cac W c h hang la doanh n g h i ~ poba nude. Cong ty Thanh Dl).t da dap ling

. duqc nhu can bi quen lang clla khu VJ!c doanh n g h i ~ pvira va nh6 bbi cac doanhn g h i ~ phao bi khac him khi quan tflm Mn nhiIng don hang nh6 clla cac c6ng ty tunhan nay. C6ng ty Thanh Dl).t con cO t h ~ d ~ tra nhiIng dieu kie.n b6 sung d6i vCricac khach hang tu nhan do vi the' d ~ cquyen cua mlnh tren thi truang hao bi caocap clla d.c cong ty tu nhan. Do kh6 khan trong v i ~doi tien cac cong ty i l l nhannen cong ty Thanh Dl).t yeu d u pbiii c6 ~ t cqc (thuang la 30% tdng gi a tri do nhang) va tra toan ~ khi giao hang. Nhung ngoiii viing Hil N ~ ira thi nhiIng do nhang nh6 nhu v ~ yt h ~chi v6i c()ng ty Thanh Dl).t rung khong kha thi ltun, do d6cong ty b u ~phili tim kim cac hgp d6ng IOn hon vCri cae doanh n g h i ~nha nuOc.

Hgp d6ng IOn nhilt clla cong ty Thanh Dl).t Ia vCri doanh n g h i ~che Kim Ng a cllanhil nu6c. Dt! kien doanh thu tft hgp d6ng nay len tCri khoang 2 tY d6ng mt nam,Mu nhu gilp d6i so vCri muc doanh thu nam 1997 la 2 tY d6ng vii chie'm m ~ tnitaphau gia tang trong doanh thu clla nam 1998. Vie.c san xuilt bao bi cho thuongh i ~ uKim Ng a niSi ting da giup c{)ng tyco them m ~ tviii khach hang mCri. Changhl).O, c{)ng ty che Mc Chflu da lien h ~ vm cong ty Thanh Dl).t nho thay dja chi cuarong ty tren hao hi cM Kim Nga.

22 Gi a wi Chien Ill


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34/84

' r \ ~..Li;:;2' 7

- PHAN TICH UAI T ! P TINH HU6NG 1

Tra loinhfing cau hOi saudva vao nhfing thOng tin cUa bai ~ p tinh hu6ng:

1. Phuong phap djnh gill cua c6ng ty Ia theo gia thanh, theo c ~ tranh haytheo gia tri?

2. Neu chien luqc gia cua c6ng ty d6i vm cac khach hang (thi wang rn\lctieu) kMc nhau.

3. Xac djnh xern c6ng ty ali ap d\lng chfnh sach va chien luqc dinh gia nao.

0 Giiun giii cho s61UQI1g rnua lim.

0 Giiun gia cho d ~ 19.

0 Phiri 011)1 CQ C kh i d ~ thang.

0 Thanh toan ngay khi giao hang.

0 I f dlii d ~ cbit.

0 Dung the tin d\lng.

0 sec.

0 Ole chlnh sach khac. Neu C\I thi.

24 Ghi va Chien luqc giti


35/84

T6ng ket Cuon sach

Hay d i ~ ml


36/84

Kif h o ~ c hling dl:lng

Ke h o ~ c hLi'ng dl:lng la gi?

Ke h o ~ c hling dl,mg la rnQt cong Cl! giup b ~ nap dl!ng nhUng dieu da hQc hOi "aothl!c te cong v i ~ c .Ha y str dl!ng ke h o ~ c hnay nhu rnt biin htr6ng da n de giup b;;m:

I. Xac dinh duqc cac yeu t6 iinh hu6ng Mn v i ~ cdjnh gia cua doanh n g h i ~ pb ~ n .

2. N ~ udu


37/84

Sau mi?t thOi gian, b ~ nn ~ nxem xet I ~ i ke h o ~ c hU'ng dung cua mlnh mi?t cachdinh kY. Hay sua d6i ke hO{lch khi clIn thiet. Hay xem I{li:

NhUng gl dang phat huy tac dlfng?

NhUng gi co tM pM i ciii tien?

Llun the nao de co the thl!c hin cac d i tien?

Hay thl!c hin bllt clI thay d6i can thiet na o cho bim ke h o ~ c hU'ng dlfng cu a b{lIl.Hay c ~ pn h ~ tbim ke h o ~ c hlIng dlfng thuOng x u y ~ n ,vi dlf nhu ba thang mi?t Ian.DUng quen thira n h ~ nsl! tien b() clla b ~ nva hay an mUng nhUng thanh c()ng ellaminh. Neu b ~ nphat hii?n fa nhUng khfa c ~ n hmoi rna b ~ nquan tam, hay b6 sung

chung vao keh o ~ c h

U'ng d\lng.

BLIOC tiep theo

BAy gia la luc b ~ mit dau hoiin thiinh Ke hO{lch Uilg d\lng 0 trang sau.

28 Gia va Chien ltt,!c gia


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Jet H O ~ C HUNG DljNGBU'OC 1: NHUNG YEU T6 ANH HU'ONG BEN V I ~ C

'BINH GIA. .1. Nhtlng yu t6 sau arm hm'mg Wi quyt


39/84

BlfOC 2: PHlfONG PHAp nfNH GIAI. Xem xet l ~ phuong phap djnh ghi rna hin nay doanh nghip b\lfl dang ap

dvng v& milt l o ~san phlim hay dich VI}. B\IfI dang sir dlJfig phuong phapdjnh gia nao cho san p h ~hay djch VI} nay: thoo gia thanh, theo c ~tranh hay thoo gia tr j h ~ cph6ihqp cac phuong pMp trful. (c6 the ap dvngbili t ~ pnaycho tUng san phAm hay dich VI} Clla doanh nghip.)

San p h A m h ~ yd!ch v ~ . : _ ~_ _ _ _ _ _ _ _ _ _ _PhUO'llg phap d ~ n hgia: _ _ _ _ _ _ _ _ _ _ _ _ _ _

30 Gid va Chien 1U'(fC gia


40/84

BtrOC 3: CHIEN Ltr(jC GIA

1. Can err VaG slin phfun hay djeh ~ rna b'iUl ehQn trong Bucre 2, danh MunhUng ehinh sIkh va ehin hrge gia rna b'iUl dang ap dl}I1g de ban slin philmhay djeh ~ d6. ChQn tlit ea nhilng"ehinh saeh phil hgp.

(J Giil.m gia eho s61uqng rnua Ian.

(J Giil.m gia eho d;p Iy.

(J Phii ~ t eqe kh i dijl hang.

(J Thanh toan ngay khi giao hang.

(J U u dlii ~ e b i ~ t .

(J Dung the tin d\fng.

(J sec.(J Cae ehfnh saeh khlic. Neu el,l the.

. 2. ~ rnu6n thay d6i ehfnh saeh va ehin luge dinh giii nhu tM' nao. Phiilam gi d8 thay d6i?

Chfutg h!, b! rnu6n ap dlfllg phuong thoc thanh toan bfutg the tin d\fng.De lam dugc v i ~ cnay, b! phili n(lp h6 sa dang ky va bao eao tru ehinheho eOngtydjeh ~ the ti n d\lng.

Gia va Chien lttt;Jc gia 31


41/84

BU'OC 4: CHIEN LU'QC DlNH GIA

Xae djnh hai nh6m khaeh hang eua b ~ (th! tnrimg ml!e lieu A va B). Neu ehinhsaeh dinh gia eua b ~ d6i vOi tUng nh6m. TrongtlIDllg lai bip} se ap dl,lllg ehinluge dinh gia nao. Doanh n g h i ~~ phiii tin hiinh nhi'tng thay dOi nao de thJ!Chin ehinh saeh dinh gia sau nay.

Thi trufmg ml}c tien A: _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _Chfnh saeh dinh gia hin nay ________________

Chinh saeh djnh gia sau nay _________________

Nhi'tng thay dOi elln thiet _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _

Thi truoog ml}c tien B: __________________Chinh saeh dinh gia hinnay ________________

Chinh saeh dinh gia sau nay _________________

Nhfrng thay dOi elln thit _________________

32 Gid va Chien IU(fC gi d


42/84


43/84

BAI T ~ PTV KIEM TRA 21. Nhiing yeu 16ben trong nl\O anh hUCmg 1m v i ~ cdjnh gia?

o Mvc t i ~ umarketing cu a doanh n g h i ~ p .

o Ke ho!).ch marketing cua doanh n g h i ~ p .o Oti phi san ph1lm.

o each thuc quyel djnh ve gia b doanh n g h i ~ p .

o Tat ca cae yeu to tren deu anh huimg den quyet dinh ve gia.

2. Quyet dinh ve gia phai dug


44/84

HAl T !P TV KIEM TRA 3

Di6n vao chb trong trong nhiing eau sau day.

I. Chi phi quy dtnh muc gia toi thieu, con mile gia rna khaeh hang slin sangtTa siS quy d!nh mUe gia toi da.

2. Khaeh hang S15khong mua san phfun nu gia ban cao han gia trl eua sanpham.

3. Oln phai bit do i thu Cl,lnh tranh siS phan thtg nh u th nao doi vOi nhiingthay d6i v6 gia san phfun cua b1!n.

4. cac di6u k i ~ nkinh t (th!nh wang hay suy thoai, liii sulft va ty I ~ dau tl1trong nuac) s15 anh huang t6i ca chi phi san xuat va quan n i ~ mcuakhach hang ve gia tr! clia san phdm.

Gia va Chien [Uflc gia 35


45/84

BAI T ~ PT V KIEM TRA 4

Danh dau vao 0 xem cac ci lU sau dily la dung hay sai.

L Dinh gili "chi phi cQng" tuc la djnh gia bAng cach cong them vito gia thlinhsan pham mQt muc chenh I ~ c hchuiin nhu 1.000 dOng hay 25.000 dOng.Dung

2. Doanh nghip dinh gia thea diem ho a v6n djnh gia v


46/84

RAJ T ~ PTV KJEM TRA 6

Dien vao ch6 tr6ng trong nhling cau sau day.

1. Ml,lc dfch cua chitn luqc gia tham n h ~ pHi t ~ odl!J1g th i pMn Ian.

2. MlJc dich cua chien luqc gia h6t yang sfra Ja thu duqc Ilfi n h u ~ nIan.

3. Chien luqc gia thamn h ~ p

chi co tac dlJng khi gia thlip th u hUt du khachhang va I o ~ itrir dlfqc doi thii c ~ n htranh mQt each h i ~ uqua.

4. Gia h6t yang sfra chi co mc dl,lng khi san phllm mai co di!c dit!m va ic h IlfidQc dao rna doi thii c ~ n htranh khOng th6 biit chll'oc.

Giil va Chien hlqc gia 37


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48/84

2.__________________ __ - san xua:t hiing 10


49/84


50/84

-' BAI T ! P THVC HANH 3

Neu ba san phlim ap d\lng chitn luqc gia hOt vang sUa.

1. Intel, kh i mOl bAt dau tung ra bq vi xiI If may tinh mOl, dinh mti'c giacao nhat dli d6i I ~ iich lqi rna b(i vi xii If mOl Item I ~ iso vOl b(l vi xu Ift h ~h ~ cu. Cong ty giam gia khi dQ't ban d 'u tien chung I ~ iva khi cOnguy co ml)t doi tM c ~ n htranh nhiy vilO cung cilp b(l vi xiI If ttrongtl!.

2. Dupont Iii. ml)t vi d\l khiic ve doanh n g h i ~ pap d\lng gia hOt vang sua.Cong ty da phat t r i ~ nn h i ~ usan pMm d(lc dao ma cac hang kbackh6ng t h j M t chu6'c ngay duqc, chang ~ n nhu teflon, cellophane, ni-long. Mbi san phftm mOl deu Mt dau vOl gUI cao nhat rna m(lt sO mangthi truang co t h ~chap n h ~ nd ~ ap dl,mg rung n g h ~mOl. Nhung khikh6ng con ban c h ~ ynuathl cong ty h ~gia d ~thuhut tMm th i pMn.

3. .Pohiroid cung ap d ~ n gchinh sach gia hOt vang sua. Dau tien cong tytung ra m(lt I ~ i may inh dat tien, sau do co cac kieu dilng don gianhon, gia h ~ hon de thu bUt nhung nMm khilch hang mOl.

Gia wi Chien luqe gia 41


51/84

/

BAI T !P THVC HANH 4

Neu ba san phfim ap d\1ng chien luge gi a thfim nh(!.p.

1. Cong ty may tinh Dell ap d ~ n gchien hrqc dinh gia tMm n h ~ pth itruinlg de ban cac may tinh co chat hrqng cao, thOng qua h thong

pMn phOi co chi ph i thllpk i ~ u

d , t hang qua thu tin.2. Nhii'ng ngui'ri ban Ie giam gia ap d ~ n gchien luqc djnh gia thAm n ~ p

t h ~truOng. HI! chao gia thap d ~ tAng luqng biln. Luqng ban Ian lamgiam chi ph i cho m6i don v ~ san pham va dieu do giup hq giu duqcmUe gia thilp.

3. Texas Instruments ap d\lng chien luqc djnh gia tham n h ~ pthi truinlg.Cong ty xily d1}Ilg nha may Jan d ~san phAm mOi cO thl! duqc san xuiltvOi kMlluqng Ian va giam chi ph i cho moi san phiim. Cong ty se dinh

gia iJ muc thap nMt, gianh duqc thi phAn lan, giam duqc chi phi vagiam tiep gia ban do giam duqc chi phi.

42 Gia "') Chien lU'Ie giti


52/84

I\ \ . I

, ~ ~~ 7. . . , / . . .

A . ' " ~

BAI T f.\P TINH HUONG 1CONG TY THANH D ~ T(F)

Trit 1m nhilng cau hOi sau dlPl vao nhiing tMng tin cua bili t ~ ptinh hu6ng:

1. Phuong phap dinh gia cua c6ng ty la theo gia thanh, theo c;:mh tranh hay

theo gill trj?

Hiiu ht v i ~ cdjnh gia la thoo gia thanh, tuy cO dieu chinh theo Im:mgd ~ thang.

Chap nhi)n doo hang nho hoo doi thu c ~ n htranh iJ mien Nam tl,lo thec ~ n htranh cho phep doanh n g h i ~ pdjnh gia cao hoo.

2. Neu chien hrqc gia cua cling ty d6i v6i cac khach hang (thj trui'mg rn,!clieu) khac nhau.

Gia Mng gia thanh cqng 10% ap dl:lDg vOi nhiffig rung v i ~ cgia congcho doanh n g h i ~ pnha mriJc.

Don hang Ian thllimg dUQ'C uu dai ve gili thong qua hinh thllc giam gili.Mqt doo hang trj gia 2 trii)u d6ng co the; dUQ'C giam 2% gia, Khachhang di)t mlm IOl,li bao bi khac nhau co t h ~ch i phai t ra tien thiet kcho bOn IOl,li.

Cong ty tinh gia cao va yeu ciiu ira tien tmoc doi vOi cac doo hangnhO di)t mua cac l o ~ba o bi tien tien.

3. Xac dinh xern c6ng ty da: ap d'!ng chfnh sach va chien luqc djnh gia nao.

Giiim gia cho sO' hrqng rnua 100. Co

Giiim gia cho dt!lIY. KhOng

Phai d ~ tCQC khi d ~ thang. Co, vOi mqt so doo himg

Thanh toan ngay khi giao bang. Co, vOi mqt so doo hang

Gil; va Chien luqc gia 43


53/84

44

U u diii ~ c b i ~ t .Co, vOi m(it so don ha ng

DUng the tin d",ng. Kh6ng

see. KhOng

cae ehinh sach khac. Neu Cl,l the. Giao hang m i ~ nphi vOi m(it so donhang

Gia va Chiefl IUf/c gia


54/84

Phl:l Il:Ic B - Chu giai T h u ~ tngfi'

BBan buon (Wholesaling) H o ~ td(lng b ~ nhang cho nguai oon Ie, nguai ban buon,cac doanh n g h i ~ psan xua't - nhOng ngum kMng ban bang till ngum tieu dung cu6icung.

Ban buon kh6ng tra c h ~ mva kh6ng v ~ n c h u y ~ nhang (Cash-and-carrywholesaler) Ngum ban buon khong cha'p n h ~v i ~ ctra tien sau va khong cung Ungd!ch Vl,I v ~ nchuy6n hang hoa:.

Ban buon trung gian (Wholesaling middleman) T h u ~ tngu co nghia r(lng, baog6m: ngum ban buon (ngum cO toan quyen quyet d!nh vill san pham co trong tay),d ~ i19 va ngum moi giill - nhOng ngum h o ~ tMng oon buon, song khong co quyend6i vill hang hoa.

Ban hang co rang b u ~(Tied selling) Mqt thoa t h u ~trong do neu fO m(lt nbaban buon trung gian chi co th6 tr a thanh d ~ 19 doc quyen phful phOi cho san phamcua mQt hang khi d6ng thm ciing ban cac san pham khac cua cung hang nay.

Ban hang gqi y thuyet phl}.c (Suggestion selling) Khach hang mua nhieu honnh a ngum ban hang dii giill t h i ~ ucho h nhOng san pham p h ~trg, cac chuongtdnh khuyen m(li d ~ cb i ~ t ,cac dqt ban hlmg co tinh thm Vl,I.

Ban hang sang t ~ o(Creative selling) V i ~ban hang tren co sa dii pMn tfeh kyluang nhUng d ~ cdiem cua qua trinh fa quyet d!nh mua hang cua khach hang.

Ban hang qua catalogue (Cata/og retailer) Ngum ban hang co phong trung baysan pham milu. Khach se d ~ thang qua cac catalog t ~ icira hang. Sau do don hangse duqc thl!c h i ~ nt ~ ikho hang h o ~ ct ~ icira bang.

Ban hang trl!c tiep (Personal selling) Nhful vien ban hang trl!c tip thuyet p h ~ ckhach mua hang cua mlnh.

Ban II; (Retailing) HO(lt dQng cua d(li ngil ban hang va cua doanh n g h i ~ pd6 banhiing till ngum tieu dung cu6i cung.

Ban Ie k i ~ ukhac bit (Specialty retailer) Ngum ban Ie ph6i hgp mQt each d(lcdao cac yeu t6 san pbam, dich Vl,I v i l / h ~ cuy tIn d6 thu hUt khach.

Ban Ie tm t4tn gia dlnh (House-to-house retailing) Dna hang [ai ban l ~ n nha

khach hang.

Ban pM gia (Dumping) Hang hoa xua't khau vill mac gia re hon ra't nhieu so villgia ban n(li dia.

Gia va Chie'n 1I1(7


55/84

Ba o hanh (Warranty) Cam ket cua nguai ban doi vo-i nguai mu a ve vi


56/84

Cam v ~ n(Embargo) Lnh cam hOOn toan ve v i ~ cmua ban m.;>t l o ~ ihang hmi naodo hoi).c quan h ~ buOn ban vm m.;>t qu6c gia.

Chao hang dan Ie (Individual offerings) M.;>t trong nhUng thanh phan C! doanh n g h i ~ psan xuatlam chuc nang kho trung chuyen dieu hang cho tlrng khu Vl!c thj tlUimg, chtrcnang cOng v i ~ ctucrng W vai tro cua mt nha ban buOn dqc I;\p.

Chi phi ban hang tren m.;>t dan vi san ph:lm (Selling expense ratio) Moi quanh ~ giUa chi phi ban hang va t6ng san phiim thl!c ban.

Chi phi co dinh (Fixed costs) Chi phi khOng p h ~thuqc v a ~khoi luqng san ph timsan xuat, vi dl! nh u chi phi khau hao nba xuemg, chi phi bao hiem.

Chi phi co dinh trung blnh (Average fixed cost) B ~ gt6ng chi phi co djnh chiacho s61uqng san pMm san xua!.

Chi phi kh:i bien (Variable costs) Chi phi co tbe thay d6i khi san hrqng thay d6i,vi dl! nhU chi phi nguyen v ~ tl i ~ u ,tn\. lucrng cho nguOi s1m xuat lrI!c tiep.

Chi phi kh:i bien trung blnh (Average variable cost) llilng t6ng chi phi kha bienchia cho soluqng san phiim san xuil'l.

Chi phi toi uu (Cost trade-offs) Phucrng phap " h ~thong tilng the" ap dl!ng cho MthOng philn phoi. Chi phi t{li m.;>t so b.;> pMn chUc nang trong cOng ty se tang lentrong khi cr m';>t so b ph;\n khac se giam xoong, song toan b chi phi cho h ~ thongphAn phoi se d ~ tmuc toi uu.

Chi phi trung blnh (Average cost) llilng t6ng chi phi chia cho so luqng sanphiim.

Chien l u ~ cdily (Pushing strategy) Cae h o ~ td.;>ng khuech lrucrng san phiim tacd.;>ng trl!c tiep tm cac kenh phAn phoi, vi d ~ nhu h6 trq quang c a ~ ,chiet khau,giam gia, ban hang lrI!c tiep va cac hOl;lt d.;>ng trq giup ban hang khac cho cae dl;liIr

Chien IUClC gia (Pricing strategy) M';>t nhiln t6 trong cae quyet djnh marketing, nolien quan tfl!c tiep tai v i ~Him sao dinh fa duqc m';>t gia ban phai chang rna vanmang Il;li lqi n h u ~ ncho doanh n g h i ~ p .

Chien luqc keo (Pulling strategy) ThOng qua cae hOl;lt d.;>ng khuech trucrng sanphiim de thu hUt them khng lieh cl!c hcrn de dap irng luqng cau mai lang nay.

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Chien hrQ'C khuech truong san phdm (Promotional strategy) M


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Chinh Slich gia (Pricing policy) Cltfnh s3ch chung xay dl!l1g!ren C(J sa cac ml!clieu gia dll de fa. Cltfnh sach nay duqc sir dl!ng d ~ dua fa nhUng quyet djnh Cl! theve gia.

Chinh Slich gili hOt yang sO-a (Skimming price) Cltinh sach dii.t gia cao cho sanpham mm ngay lif khi tham n h ~ pIhi truOng.

Chinh sach gia linh hOl,lt (Flexible pricing) Cltinh sach duy trl gia cua m(lt sanph:!m luon co kha nang dao d(lng.

Chinh saeh gia tham n h ~ p(Penetration pricing) La chinh sach gia ap dl!ng chosan ph:!m mUi ..Muc gia dii.t ra luc dAu thap h


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D

Di l l i ~ utiI ben ngoai (External data) Trong nghien cUu marketing, day Ja d i 1 l i ~ u

th.r cap, lay til cac ngu6n th6ng tin ben ngoai doanh nghip.Doanh n g h i ~ phuang vii ban hang (Selling-oriented businesses) Doanh n g h i ~ pchu tn;mg vao khau oon hang va cmnh sach khuch trucrng san pM m d6 tiingdoanh s6.

Doanh n g h i ~ phuang ve khach hang (Customer-oriented businesses) Doanhn g h i ~ pchu tn;>ng tm nhu eilu ella kMeh hang va ph6i hqp cae h o ~ tdng marketingd6 mang I ~ sl! hai long eh o khach hang.

Doanh n g h i ~ phuangve

sanpb:'im (Product-oriented businesses) Cae doanhn g h i ~ pquan tam dn san xuat hem la nhu d.u ella khaeh Mng.

Doanh n g h i ~ ptrung gian (Intermediary) Doanh n g h i ~ ph o ~ tdng trung giangiiIanha san xuat va ngum tieu dung ea nhiln hoi.ie ngum tieu dung la cae t6 ehac.Cae nba ba n Ie va ban buon co thi! duqc xep vao nhom nay.

Doanh n g h i ~ pvl!-n chuyi!n rieng (Private carrier) Doanh n g h i ~ plam eong tacv ~ ehuy6n hang hoa cho mt doanh n g h i ~ pduy nhat kMc.

Doanh thu (Turnover) T6ng doanh thu trong d nam. Chi s6 doanh thu thuangduqe dung di! danh gia h i ~ uqua ban hang.

Doanh thu trung binh (Average revenue) Bang t6ng doanh thu chi a cho s6luqngsan pham san xuiit. Khi bi6u dii!n tren db thi, duang doanh thu trung blnh chfnh laduang cilu clla m6rdoanh nghip.

Dl! bao doanh so (Sales forecast) Dt,r Hnh doanh s6 bang tien hoi.ic dem vi sanpham se ban du


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Danh gi a (Qualifying) Lil mt khilu trong qua trinh ban himg de xac dinh Iic;u

mt nguoi mua ti6m nang co tM trb thanh kMch hang khong.Danh gia tiem nang (Prospecting) Mt khiiu trong qua trlnh ban himg de tim racac khach hang tiem nang.

D ~ id i ~ nban hang (Selling agent) Dan vj ban buon trung gian chuyen giai thic;usan pham. D ~ idic;n ban hang co tolm quy6n quyt dinh v6 chfnh sach gia, nidung cac chuang trlnh khuch truang san pham va thuang cung clip tai chinh chonha san xuat.

D ~ i

Iy d(lc quyen(Exclusive

dealing) Thoat h u ~ n

camd ~ i

Iy cua minh ban hangcUa doi thu c ~ htranh.

D ~ iIy giao nM n (Freight forwarder) Nguoi ban buon trung gian chuyen lamcong tiic gom hang cua cac chu hang de giam bat chi phi boc xep hang cho doanhn g h i ~ p .

D ~ iIy giao n h ~ niJ nu6"c ngoai (Foreign freight forwarders) Nguoi v{l.n chuyentrung gian tl).i nuac ngoai chuyen Jam cong tac phuc Vlf vic;c pMn phoi hlmg cuadoanh nghiC;p.

D ~ iIf v ~ n c h u y ~ n(Common carrier) D(li Iy cung cap dich vu viin chuyen cho tatca cac chu giri hang.

D ~ cdiem (Features) O k d(ic tinh cua san ph1lm.

Dc) co gian (Elasticity) Thuac do sl! philn ling cua nguoi mu a va nguoi ban vaimbi bien di?ng ve gia.

Dc) thoa dl,mg (Utility) Kha nang mang ll).i sl! thoa ma n mqt nhu cau CI,I the cuamt hilng hoa ho(ic djch Vlf.

DQc quyen (Monopoly) Thj truang chi co mqt nguoi ban doi vai mqt 10'.li sanpham nllO do, khOng co hang thay the. Lu{l.t chong cau ket ca m mQi hinh thuc dCquyen, trir dc quyen ({1m thili nhu dC quyen nM nhan h i ~ uduqc bito hq , hay dCquyen co diiu tiet nh u cac cong ty cung cap cac dich Vlf cong feh.

D(lc quyen nhOm (Oligopoly) Thi truang co tuang dOi it nguoi ban, vi dl! nhu thitruang cua cac nganh 0 to, sftt thep, thuoc la, dau mo. Co nhilng dieu k i ~ nh ~ nchdang ke cho nhilng doi thu c ~ n htranh vi chi phi ban dau de tham nh{l.p thi truangla rat cao.

DQng co (Drive) anh huang m'.lnh, dan tai Mnh dqng.

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Dc)ng co tieu dung (Motive) Trl.lng tMi tilm 19 khien nguOi ta di tai qnyet djnhphai thoa man nhn d n rna hQ cam n h ~ n .

DuOng cau (Demand curve) D6 thj phan anh m6i quan h giila luqng d u tl.li m6i

muc gia. Dily chlnh la dUOng doanh thn trung blnh.

DuOng cung (Supply curve) D6 thi phan anh m6i quan h giUa s61uqng m{>t sanphlim c6 ban tl.li m6i muc gia. N6 111 dUOng chi ph i cil.n bien, dol.lll nAm tn!n giaodiem vai dUOng chi phi kha bien trong binh.

DuOng kinh n g h i ~ m(Experience curve) The hin khi doanh nghip c6 thj phlin160 se giam duqc chi phi VI doanh nghip dii c6 lqi the v ~ hQc hoi, co tinh chuyenmon cao, diiu t t l n h i ~ uhon, c61qi tM kinh te do quy mo.

Dau th:iu c:,lnh t ranh (Competitive bidding) NguOi mua yen cl[u cac nha cungling t i ~ mnang bao gia Mng ban hoi,ic gia trj thl!C hin toan b{> hqp d6ng.

D i ~ mchien luqc (Strategic window) M{>t khoang thai gian nhlit djnh khi nang ll!cc,! tM cua cong ty dap ling t6i un nhfrng yeu d u can ban cu a thi truOng.

Dinh gili theo dan vi do IUOng (Unit pricing) Gia san philm duqc quy tren tUngdo n vi do IUOng nhu kilogam, lit, hoi,ic nhiIng don vi quy chuiln khac.

Dinh gia theo chi phi (Cost-plus pricing) M{>t phuong phap djnh gia lay chi ph i

lam co SCI va c{>ng them mt ty I ~ loi nhui,in nhat djnh. C6 hai hlnh thuc djnh giatheo chi phi: djnh gia tren chi phi t6ng the (su d,!ng tat cii cac chi phi kha bien cO. lien quan d ~ dinh gia ban m


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F

F.O.B 41i nha may (F.O.B. plant) Gia hl'mg khOng bao g6m ba t ky phi v ~ nc h u y ~ n

nao. Tu viet tt.t la chu Giao t':li m':ln tau. Ngum mua phili chiu toanbQ

phiv ~ nchuyen, con dugc gQi la F.O.B. g6c.

F.O.B t ~ inha may co tinh phi V ~ f iehuyen (F.O.B. plant with freight allowed)Gia giao t':li m':lll tim co tinh them phi v ~ nc h u y ~ n .

G

Gialgia ea (Price) Gia trj trao d6i cua rntJt hang hoa h o ~ cdlch VI!.

Gia eao (Price premium) Neu ngum tieu dung n h ~ nthuc dng ml)t sim pharn naodo co gia trj 16'11 hon so vo; cae si\n phfun tuong tl! tren thi tmOng thi hQ se tra giacao hon cho sim phfun do. cae si\n phfun hang h i ~ uthuOng duge tni gia cao hon sovai cae sim phfun dl!i tra khac.

Gia ehuyen nhuqng (Transfer pricing) Gia si\n pham khi no duqc h':lch toanchuyen nhuqng tir mtJt trung tam lqi nhu;').n sang rnl)t trung tam lqi n h u ~ nkhactrong ntJi bQ doanh n g h i ~ p .

Gia khueeh truong (Promotional price) Mue gia nilm trong chien luge ban hangchung cua doanh n g h i ~ p .

Gili lam thiI (Price lining) Thl!c hanh marketing vai rnQI s6 muc gia nhat dinh.

Gili tien I ~ (Customary pricing) Gia do t ~ pquan ho;:ic truy6n thOng d1i co tir trlICieIren thi truOng.

Gia te! gia tang trong qua trlnh silD xui'lt (Value added by manufacturing) S1!chenh l ~ c hgiua gia si\n pham khi xuat xulmg va gia mua nguyen v ~ tliu va cac

chi phi dau vao khiic.

Gili v ~ nchuyen un dai (Commodity rate) D6i khi duge gQi la gili d;:ic bit vi dola gia II U diii rna d':li Iy v ~ nchuyn danh cho chi! hang khi hQ sil dl,mg thuOngxuyen dich VI! cua minh ho;:ic khi van chuyn nhiIng 16 hang 16'11.

Gi:'t thuyet (Hypothesis) Giai thich mang tinh pMng doan v6 m


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gia. Neu gia h1lOg thap han rnuc gia gim hl).n dum, hQ se cho la SilO philrn nay "quare" va neu cao han rnuc gia gi&i.hl).n t r ~ n t h l l ~ ibi xern la "qua diit".

HHet hang (Stock out) M!?t rni).t hang khOng con d ~ ban.

Hinh anh ella hang ban Ie (Retail image) Quan n i ~ meua ngum t i ~ udung ve rn,?tcua hang va kinh n g h i ~ r nmua hang a Ua hang do.Hang d6i bang (Bartering) SI! trao d6i hang lay hang, kh6ng co vai tro tien t ~ .

Hang hoa eao cap (Specialty goods) San pharn co nhUng di.iC tlnh d(lc dao rna

khOng phai kMeh hang nrlO ciing co t h ~rnua duqc VI gia diit, no duqc coi nhuhang do h i ~ u .

Hang hoa h3p dlln (Impulse goods) san phArn rna khach hang thuang de bj"quyen ru" rnua rna kh6ng kip ci'ln nhiic kyo Thuang nguai ta hay bay nhUng hanghoa nay giln quay thu tien de tin hap diln ngum tieu dung.

Hang hoa t I ~ ndl.1ng (Convenience goods) NhUng hang hoa nguai tieu dungmuon mua thuang x u y ~ n ,de dring, nhanh chong nhu sua, Mnh my, xang dilu.Hang hoa nay thuang la IOl).ico nhan hiu va gia tMp.

Hang khuyen m ~ i(Premium) San phArn r n i ~ nphi, thuang kern khi mua m!?t sanphAm naodo.

Hang mau phat khOng (Sampling) PMt khong san phAm cho nguai t i ~ udung deho dung thu, chap nM n va sau do se mua.

Hang tieu dung (Consumer goods) Ngum mua se la nguai t i ~ udung, su d ~ n ghang hoa do. Hang hoa tieu dung khong phai la san philrn trung gian de phue ~eho viC san xuat m(lt hang hoa khac.

Hanh vi ngum tieu dung (Consumer behavior) Phan ihlg va nhUng quyet dinheua nguai t i ~ udung ve viC mua va sir d ~ n ghang hoa, djeh ~ .

Hl,In mue (Quota) M ~ ct i ~ udoanh so ban hang hoi.ic con solqi nhuJiin c ~ t h ~rnam(lt nhan vien ban hang dI! djnh se phai d ~ tduqc.

H ~ nn g ~ e hn h ~ pkhliu (Import quota) Hl).fl che ve s6luqng m(lt chung 10l).i hanghoa c ~ the nao do co tM n h ~ pve.

Ho t rq khuiiCh truong ban hang (Promotional allowance) Vic nha san xuat taitrq h o ~ tdt;lng quang cao va khuech truang ban hang eho cae thanh v i ~ ntrong k ~ n hpMn ph6i nhiim ph6i !Iqp hiu qua chien luqc khuech truang san philm trong toanb9 kenh ban hang.

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Hon hQP san pham (Product mix) san pMm ho


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K

Kenh philn phoi (Distribution channel) cac don vi marketing chiu tcach nhimdieu c h u y ~ nquyen sa hiiu cua hang hrni/dich V\I tll: nguai san xuat den ngum lieudung h o ~ cngum mua trung gian.

Ket qua h o ~ td(ing (Bottom line) M(it b i ~ tngfi (tieng Anh) trong kinh doanh noive thu&; do 19i n h u ~ nchung cua ho;:tt d(ing kinh doanh.

Khai n i ~ mmarketing (Marketing concept) Mang l;:ti SI! thoa man cho ngum tieudung bAng vic slm xuat cai rna hQ muon amuc mang l;:ti 19i n h u ~ n .Khau hao (Depreciation) Khai nim ke toan, unh ti l trfch tll: doanh thn hangnam bii vao chi phi mua tai san co dinh d ~xac dinn doanh thu cong cua cOng ty.

Kho hang dl! trii' (Storage warehouse) Kho hang, neli san pham dUQ'c t ~ pkeltru&; khi giao. Thu

Ke h o ~ c hmarketing (Marketing plan) Van ban v;:tch ro cach thuc lam the naode doanh nghip d;:tt duqc cac m ~ ctieu marketing.

Ke h o ~ c hta c chien (Tactical planning) Ke hOl,lch thl!c h i ~ ncac hanh d(ing canthiet de dl,lt duqc ml,lc tieu cua doanh nghip.

Ket thuc ban hang (Closing) M(it khAu trong qua trinh ban hang khi ngum banhOi l i ~ ukhach hang co the mua hang thi).t sl! hay khOng.

56 Gi a ViI Chin lu'!L' giG


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Kiifm dinh ket qua ban tr,!c tiep (Direct-sale results test) M ~ Ie ~ n ge\! do IUUngh i ~ uqua eua cae chi lieu khuech tru


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MM6 i trui'mg ~ n htranh (Competitive environment) Qua tnnh CQ sat xliy ra trenthi !rUi'mg.

Mo i trui'mg chinh tr! va phap Iy (Political and legal environment) La mt bp h ~ ncua moi tnrang marketing,. g6m cac l u ~ tva cac thong tu huang dful h i ~ nhanh t ~ iquOc gia rna doanh n g h i ~ pdang c6 h o ~ tdng kinh doanh.

Mau thuan vi! n h ~ nthue (Cognitive dissonance) SI! 10 Bing truOc khi di denquyet dinh mua hilng, xliy ra khi trong ban than quan n i ~ mcua nguai mua (kienthuc, tin ngucrng, thai d) c6 mAu thuful.

Ma v ~ c hquoc te eua san phfim (Universal product code) Ma v ~ c hd ~ cb i ~ ttrenhang hoa, chi e6 t h ~dung may quet quang hQC de dQC. May quet qua hi? th6ngmay tmh e6 the in ten san phfun va gia ra hoa don ban hang d6ng thOi tl! dngngay I ~ ptue vaG danh ml!c hang ban trong bao cao ban h o ~ cxu1ft hilng.

Marketing ea nhan (Person marketing) Nhiing h o ~ td(>ng marketing de thu hut51! quan lAm chu y va tranh thu cam nnh cua cong chUng vai mt ca nhAn nao d6.cac U'ngci't vien chfnh ITi va cac nhAn v ~ tn6i tieng thuang si'r dl!ng chfnh sachnay.

Marketing lui (Demarketing) cac h01!-t dng nMm ciit giam nhu d u tieu dUngsan pMm !Ten thi truang xu6ng tm mli'c hqp Iy de doanh n g h i ~ pco the san xu1ft vadap U'ngkip.

Marketing thit n g h i ~ m(Test marketing) ChQn mt khu Vl!e Cl! the h o ~ cmi?td o ~ nthi !rUang wong d6i diin hinh eho toan thj !rUang de giai t h i ~ usan phfunmm va v


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Mau ngAu nhien h ~ thong (Systematic sample) Mau xac suilt lily tilt ca d.c v ~ tco so thu tl,I N trong m(\t danh sach

MAu philn t6 (Stratified sample) Mau xac suilt duqc chQn Iga sao cho m6i khi

chQn miiu ngiiu nhilln 0 m(\t nh6m san pham nao d6 n6 se d ~ id i ~ n

duqc cho t6ngmau

Mau t i ~ ndl,!ng (Convenience sampler Milu chQn kh6ng ngiiu nhilln til nhUngngum san sang tn! 1m..

M ~ ctieu ciia chinh sach gia (Pricing objectives) Ml!c tillu rna c{)ng ty muon


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Ngum phlJ trach san phiirn (Product manager) Ngum dUng ra quan ly mqt h o ~ cmqt nhOm san phtlm. Nguo do hoan tOlm chiu tnich n h i ~ mve v i ~ cX;lc djnh m ~ ctieu va ll).p chien lugc marketing.

Ngum tieu dung tien phong (Consumer innovator) Ngum tieu dung dilu tien cllamqt san phllm hol).c djch ~ mm.

Nghien cUu rnang tlnh khai pha (Exploratory research) Olc nghien CUll nhlimgiup ngum ta hieu ky, sau han nua cac vlln de xay ra, tim hieu nguyen nMn vanhUng anh hu


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Nhiin h i ~ uquOc gi a (National brands) Quy dinh bm nba san xuat. T r ~ nthl!c t ~d(}i khi ngum ta gQi no la nhlin h i ~ ucua ngum san xuat.

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PM n dOl,ln theo yeu to dja I i (Geographic segmentation) Chia dlin s6 theo tieuch i cung khu V\!c.

Philn phil! di b(I vevic ban hang, theo do co philn tich chi tiet tUng cau p h ~de c6 dugc nhfrng thOngtin hiiu ich hon.

Philn Hch xu the (Trend analysis) Phuong phiip uOe Hnh doanh s6 th1!c hi?n trenco sa philn tich cac s6 liu th6ng ke ve doanh so thu duqc trong thm gian wOe d6.

Phuang philp t6ng ch i ph i (Total-cost approach) Tinh t6ng chi phi cua toan b.;>cac khoan m ~ cchi phi clla h ~ thong phAn ph6i chu kh{)ng tach rieng tUng khoan.

Phin ung (Response) Philn U'ng clla ngum tieu dung d6i vOi m';>t yeu t6 tiic d.;>nghOi!-Cm(lt d(lng ccJ.

PbOng vin thao l u ~ ntbeo nMm (Focus group interview) Nghien cUu marketingde thu t h ~ ptMng tin rren C


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Qua trlnh ph6 bien san phl'lm mm (Diffusion process) Nho do rna m(lt SllnpMm se d u ~ngum tieu dung trong m(lt nhOm c(lng d6ng cMp n h ~ n .

Qua trlnh trao d6 i (Exchange process) Qua tflnh hai ben trao d6i mQt thu gi doco gia tTj de cung thoa man nhu cau ci13 minh.

Quang cao (Advertising) Gim t h i ~ uve san pham cho mQt hrgng khach hang tiemnang Ian thong qua cac phuang t i ~ nthoog tin dl;ti chung d ~ hI? bit va mua himgcuaminh.

Quang cao ban Ie (Retail advertising) Quang cao ban hang tl1!c tiep tl;ti cac cirahang ban Ie.

Quang cao cQng tac (Cooperative advertising) Chi phf cho chuang tnnh quangcao do ngum ban hang va nha san xuat cung chju.

Quang cao tl,li chi! (Point-of-purchase advertising) Sir dl;lng hinh anh tuyentruyen va tnnh dien d ~ khuch tmang san phllm vao thm d i ~ mva Il;ti dja diem gAnlien vm quyt djnh mua hang cua khach.

Quang cao so sanh (Comparative advertising) Thuyet ph,:,e khach hang mua sanpham Mng each so sanh vm m';'t san pham eung 10l;ti cua d6i tM c;:tnh tranh.

Quang cao tren do dung (Specialty advertising) Quang cao thong qua nhiing dodung co in ten tu6i, dja chi nm san xullt va thOng d i ~ pquang cao, thuang d u ~intren cac san phllm nhu Ilch, but, lich thi dllu the thao.

Quang cao thong tin v ~ san phAm (Informative product advertising) Quang caode Il;to nhu cilu ban dllu ve m(lt san pham.

Quan h ~ rung chung (Public relations) Quan M cua doanh n g h i ~ pvm cQngd6ng trong do co khach hang, nha cung ting, c6 dong, nhan vien, chfnh quyen, cact6 chUc xii Mi.

Quan h ~ cong chUng (Publicity) MQt phan ciIa quan h ~ cQng d6ng lien quan denkhueeh tmang san pham h ~ cdjch Vl,I eua doanh n g h i ~ p .

Quay vong d., tril' (Stock turnover) SiSltin quay vong m(lt lugng dl! tm blnh quantrong nam.

Quy cach phAm cM t (Specifications) Mo ta Mng van ban ve rn(lt san pharn haydich Vl;l rna doanh n g h i ~ pc1ln. Nguoi dllu tM u tiem nang se ciin clI vao do de xeml i ~ uminh CO san xullt/ cung cap slm pharrvdich Vl;l do dugc khOng r6i mm quyetdjnh tham gia bO thtiu.

Q u y ~ nclla ngum tieu dung (Consumer rights) Quyen d u ~an toan khi sir dl,lngsan pham, quyen dugc thong bao, quyen duqc eh(:m ll!a va quyen d u ~gop y.

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sSan phAm (Product) La mi?t t ~ phgp cae di).c diem v ~ tly, dich Vl,I, bieu tnmg dethoa miin nhu cAu cua con ngum.

San phim eung 10l,li (Generic product) D6 an h ~ cdo gia dl,lng khl\ng co tentu6i rieng, kMng quang cao, kMng nhan h i ~ u .

San philm hfru hlnh (Tangible products) La sim ph1im vi).t cMt, ch(r khong pbaidich Vl,I nhu tu van pbap l u ~ t ,dich Vl,I y tt.

San pham the eM (Cannibalizing) san phdm tM eM san ph1im kbac cung domi?t hiing san xulil.

San phllm rung n g h i ~ p(Industrial goods) Hang hoa dugc sir dl,lng trt.fe titp hoi).egian titp liim nguyen I i ~ udAu vao eho v i ~ esim xuat mi?t l o ~ ihang hoa khae.

San phllm vo hlnh (Intangible products) La san phdm djch Vl,I nhu tu vlin l u ~ tpbap, kbam ~ n h .

San xui t don dau (Speculative production) san xuat can cu tren ea sa dt.f doaneua nha quan Iy ve nhu d u tlWng lai tren thi truOng eua l o ~ isan pMm nay. sanphdm dugc san xulit trllOc khi cO don di).t hang.

Sinh thai hQC (Ecology) M6i quan h ~ giiIa eon ngum vill ml\i trllOng.

So sanh ehu6i san phim - dich VI,! (Goods-services continuum) Phuong phaptdnh bay cae di).c diem gi6ng va kMe nhau giiIa cae san ph1im va dieh Vl,l.

T

Tai su dl,lng (Recycling) H i sir dl,lng eMng h ~ nnhU d6i vm bao bi. Qua tdnh nay~ o nguon nguyen l i ~ udAu vao mm va xir 19 dugc mi?t tac nhan quan tn;mg gay l\n h i ~ mml\i trllOng.

Tai san von (Capital items) NhiIng tai san lau Mn eo thai gian kM u hao dai.

Tl,lO danh tieng (Prestige goals) NAm trong chien luae ve gia. Dinh gia ban amuc eao de t ~ oeho ngUm tieu dung an tugng san phdm la l o ~ ico danh tieng hoi).ceo chat lugng eao.

T6ng dieu t ra (Census) Thu t h ~ pdiI l i ~ umarketing tit Illt ca cae nguon.

T6ng h@ h,e luqng ban hang (Sales force composite) Phuong pMp dt.f dmindoanh 50 ban hang tren co sa t6ng hgp doanh s6 ban hang dt.f tinh cua tat ca lI!clugng ban hang trong cl\ng ty. .

64 Gia va Chit1n fu,!c gi a


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rTen nhan h i ~ u(Brand name) M(jl pMn lrong nhlin hi

Theo dOi (Follow-up) M9 t khAu trong qua trlnh ban hang - hoq.t d ~ n gsau banhang.

Gia va Chien luqc gia 65


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Thiet ke chuang trinh nghien cUu th i truemg (Research design) X ~ ydtp1g m(ltke h o ~ e h d ~ ydii ve v i ~ thile hin m(lt ehuoog trinh nghien coo, dieu tra thjwang .

Thir h i ~ uqua (Pretesting) Kiem tr a tinh h i ~ uqua eua m(lt quang eao truae khidua n6 vao thl!C h i ~ n .

Thi'r n g h i ~ m(Experiment) cae nghien coo khoa hQe trong d6 cae nb a nghien coothile hin m(lt l o ~ tcae thf nghim VOl m(lt nh6m mau, sau d6 so sanh ket qu a thuduqc VOl nh6m kMng thl,l'C hin thf nghim.

Thi'r n g h i ~ my tuang (Concept testing) M(lt khau trong quy trlnh pMt trien slmp h ~mOl, danh gia y tuang ve san ph.im mOl truac kh i ehfnh thUe du a vao sanxu(lt.

Th! truemg chung (Common market) KMi nim dung trong marketing qu6c te,thiet l ~ pmQt kh6i til! truang ap d",ng ehfnh sach hai quan chung va tieu ehu.in hoacae quy dinh thuoog m ~ ith6ng nMt eho tat cii cae nuae thanh vien.

Thi truemg cua ngum ban (Seller's market) Thj truang hang ho a va djch ~ khieau Ian hoo eung.

Thi truemg cua ngum mua (Buyer's market) La thi truemg c6 d6i dao hang hoavadjeh ~ .

Thi truemg ml,lc tieu (Target market) Nhom cae kMeh hang dugc xac djnh truac.

Thi truemg ngum tieu dung (Consumer market) Nhiing ca nhiln mu a hang hoava dich ~ cho m",c dfch sir d ~ gciia bim t h ~ n .

Thi truemg san phAm cong n g h i ~ p(Industrial goods market) Thj truang g6mnhiing nguai mua hang hoa lam nguyen Jiu d ~ uvao eho vic san xu(lt mQt l ~ ihang hoa, djch ~ khac. Vi dl,l nhu thi truang cUa cac doo vi san xua't, eac co quanchfnh phil, ba n Ie, ban buon, eong ty khai thac mo, c6ng ty bao hiem, c6ng ty Mtd(lng san, truang hQe, bnh vin.

Thu n h ~ ptu y dl,lng (Discretionary income) M(lt phtin trong t


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Thuyet trinh ban himg thoo mau (Canned approach) Thuye't trinh ban bangthen rnilu da ghi nhCl di! dam bao nl!u duqc rni)t eaeh thong nhat tat ea nhUng d i ~ mduqe llinh d ~ oeoi la quan tn;mg.

Tieu chu: tn ph\lC VI} khach himg (Customer service standards) Chat luqng ph"eV\I rna mili e6ng ty danh eho khaeh hang eua mlnh.

Tien ho a hong (Commission) Khoan tren tra eho nM n vil!n ban hang giin vCti mUedoanh s6 ban h o ~ emue lqi nhui!-n.

Tra h,ti mi)t pM n tien hang (Rebate) Tra I ~ imi)t phlin tien hang, thuang do nhasan xuat rni)t san phAm eung cap eho khaeh hang

TrQ gia (Trade-in) Thuang danh eho eae dan vl ban nhUng bang hoa lau ~ n nhub 16. TW gia se eho phep giarn gia rna kMng anh hui'mg den gia ebng M.

Trung ba y thlluog m ~ i(Trade show) xem phlin Hi)i ehq thuang r n ~ i .

Truyen thong (Communications) .S" truyen d ~ t rnQt tMng dip tit ngum gill(hoi!C rnQt ngu6n) den ngum nhi!-n.

Ty gia hOi doai (Exchange rate) TI gia giua d6ng nQi to') vm d6ng n g o ~ it h o ~ cvCti vang.

TyI ~

ch i phih o ~ t

d(mg (Operating expense ratio) MQt ehi tieu danh gia tfnhtdng chi ph i ban hang va chi ph i hanh ehinh r6i so sanh vCti doanh thu.

Ty I ~ liii tren co pMn (Rate of return on common equity) MQt ehi tieu danh giaeho thffy doanh nghip dii co liii de'n muc nao trl!n von c6 dbng.

Ty I ~ liii tren tdng tili san (Rate o f return on total assets) Mi)t chi tieu danh giaeho thay ty l lqi nhui,in rong sau thue'tren tdng tai san cua mi)t doanh nghip.

Ty suat lqi n h u ~ ntheo von dilu til (Return on investment) Ty I giiia lqi nhui!-n

va t6ng von diiu tu.

Uu dai hai chieu (Reciprocity) CO nhUng uu dai dang ke cho ngum vita ia nhacung ling, vita 13 ngum til!u dung hang eua doanh nghip.

vViin hoa (Culture) cae quan nim, thu&c do gia trj, tu tui'mg va thai di) anh hui'mgde'n hanh vi ngum til!u dung.

GiLl va Chien llf'!,; gia 67


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VAn phong ban hang (Sales offICe) Nha san xullt Ii).p van phong khu V\l'Cde quanI i d(>i ngu ban Mng. No kbac van phong chi nMnh II cht'i khllng co kho d ~ luuhang.

V ~ tphflm phy trq (Supplies) Nhiffig v ~ tphAm d n thit cho vi,?e v ~ nMnh hangngay song kh6ng h i ~ n d i ~ ntrong thiinh phAm, VI dy nhu v ~ tpham dung cho 000duOng, sira chua, v ~ nhiinh nhu cae d6 van pMng, gilly, but, ml!c, bang m\i'C, qulinao bao h(>, v.v. V ~ tphdm phy trq kh6ng bao g6m cae nguyen v ~ tl i ~ uh i ~ n d i ~ ntrong tMnh phAm nhu eao su trong sam lop, vai trong qulin ao.

V ~ tt i l mau hOng (Expense item) Vi).t phAm h o ~ edieh ~ sir dl,mg trong mtthmgian ngfut, thuang la mtnam.

Vong dUi ban II! (Retail life cycle) Quan n i ~ mve vong dm eua mtdon vi ban Ie

qu a cae thm ky: tham n h ~ p ,tang truOng, bao hoa va suy thoai.

xXac dinh th i truOng ml,lc tieu (Market targeting) Cae e6ng ty phai xae dinh vadua ngu6n Igc eua mlnh vao phyc ~ mtso nhOm kMch hiing nhat djnh tren thitruOng

Xui t khiu (Exporting) Ban h1mg ra thi tWOng nuoc ngolli.

Xuat khiu cM d(mg (Active exporting) cae h o ~ tdngmarketing tren ph,!-m viqu6c t cua m(>t doanh n g h i ~ pnhAm chu dQng tim kim b'I-II hiing dl! xuat khau.

Xuit khiu thy dgng (Casual exporting) Doanh n g h i ~ pthy dgng trong cae h o ~ td(>ng marketing tren thi truang qu6c te.

y

Yeu t6 tac dgng (Cues) NhiIng v ~ tthl! trong m6i truang quyet dinh ban chllt caephan ting.

68 Gi 6 va Chin lllif


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Phl:! Il:!c C - Thong tin b6 sung

Chuang trlnh PMt trien Dl! an Me Kolng dii bien s o ~ nb sach &mh cho cac nMquan 19 va chi! cac doanh n g h i ~ pvita va nM CJ V i ~ tNam. M6i cu6n sach duqcthiet ke de su dlfng mt cach linh h o ~ t. .Dieu nay co nghia la mt nguoi co the tl!nghien cUu toan b cu6n sach, mt giao vien co tM su dlfng de giang ~ y , h o ~ cchuyen gia tu van co tM dung de tham khao cho colng tac chuyen moln ci'!a minh.B sach g6m hai nhom chi'! de:

Quan tri Ngu6n NMn Il!c trong cac Doanh n g h i ~Vita va Nh6

Quan tri Marketing trong cac Doanh n g h i ~ pVita va Nh6

Nhom chu de 1: Quan trj Nguon Nhan llfc trong cacDoanh n g h i ~ pVita va Nho

1.01 Chu doanh n g h i ~ pva chUc nang quiin 19 ngu6n nhlln Il!c

1.02 PMn tfeh colng v i ~

1.03 Mol ta colng v i ~ c ,yeu d. u chuyen moln va cac tieu chu1in ket qua colng v i ~

1.04 Thu hut, tim kim va Il!a chQn nguon nMn 1l,fC

L05 H ~th6ng tien luang va tien cOng

Nh6m chu de 2: Quan trj Marketing trong cacDoanh n g h i ~ pVim va Nho

2.01 cae khai n i ~ mco ban ve Marketing

2.02 Thu t h ~ ptholng tin ve khaeh hang

2.03 Thu tMp tMng tin ve qua mnh va xu huang mua hang cUa kbach hang

2.04 Thj tmOng mlfc tieu

2.05 K t h o ~ e hhoa va phat trien san phllm

2.06 Gia va ehin luqc gia2.07 Khuech truang san phlim va quiing cao

Gid va Chien luqc gia 69


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Qulm tr! Nguon NhanMarketing trong eae

n g h i ~ pVila va Nho

PH[EU DANH GIA

hIe vaDoanh

Chuang trlnh Phat trien DIJ an Me K6ng rat mong b ~ ndQC girl l(li phie'u danh giacho chung t6i. Chung t6i se phan tich tMng tin pM n Mi de co tM cung cap chob ~ ndQC nhUng djchvv t6t han, ciing nhu bien s o ~ ntM m tai l i ~ udao t ~ ocho cacnh a quan 19 doanh n g h i ~ pvita va nhO. Tat ca cae tMng tin trong phie'u danh gia

nay se duqc bao m ~ t .Xin hay danh 10 pMt de hoan thanh phie'u danh gia va girlphie'u vi!: dja ehi dum day, bAng fax h o ~ cqua buu d i ~ n .

Ngoili ra, ne'u b\ln co eau hoi lien quan de'n n(ii dung cuon saeh, Chuang trinh PhMtrien D1.r an Me K6ng se chuyen cae cau hoi eua b\ln tm tac gia (cho Mn thang 9nam 2001). Di!: nghi girl dI u hOi cling vm phie'u danh gia nay biing fax, thu h o ~ cthu u i ~ ntiI tm MPDP theo dia chi sau:

ChuOlIg trinh Phat t r i ~ nDI! an Me Kong

63 PM Ly Thai TiS, Tang 7Ha Ni)i, Vit Nam

Din thol;li: (84-4) 824-7892 Fax: (84-4) 824-7898

E-mail: [email protected]

1. Cho bi! ten cuon s


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3. BJ dl i sir d\mg cuon sach nay trong ho1l.n c{mh nao?

o Trong cac Icboii hqc "lnWng D ~hqcJCao d ~ n g

o H ~ ithaoo COng lac IU vano 'I\r nghien cUu

4. Ly do chfnh rna b ~ rnua cuon sach?

o MI)l so ngum gim t h i ~ ucuon sach vm toio Coon sach Iii titi l i ~ uhilt b u ~trong Icbm. hqc rna tlli Iham d ll

o TlIi ngh! rtmg cuon sach co 1M giup Illi Icbm Sll cOng v i ~ ckinh doaOO cu a mlOOo Toi ngh! dng cuon sach co t h ~giup Illi elii lien cling v i ~kiOO doanh h i ~ nnay cu a

rnlnh

o Toi thich each tnnh bay elm cuon sacho Coon sach nay re han so vm m ~ 1so cuon sach luang IJ!

5. Phan nao clla cuon siich dugc b ~ nghien cm. nhieu OO"t?

0 Bai t ~ pIJ! kiern Ira0 Bai tl)p th,!c hanh

0 Bai Il)p tlnh hu6ng

0 Ke ho,!ch .mg dl)ng

0 N ~ idung cua cuon sach

0 Phan khiic

6. Phan nao cu a cuon snch dugc b ~ nghien cUu it nhal?

0 Bai t!)p tJ! k i ~ mIra

0 Bai I:).p thJ!c h1l.nh

0 Bai t!)p noo huong

0 Ke hO'!ch .mg dl)ng

0 N(\i dung clla cuon sach

0 Phan Icbac


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7. Neu b')l1 10. ehu doanh nghip, b')I1 dii lip d",ng nhlhIg kien thue nghi&> cUu dugc tll'

cu6n sach nay vilo thl!


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11. Bl!n hiiy danh gia ve Bai t ~ p1"In!c hanh?

o Quadt 1 2 3 4o H


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GIA vA CHIEN lUQC GIA

CHu


84/84

[)anh nhan til hOc

bl) sAch do Chllllllg Irinh Phallritn 01,1 an MA KGng (MPOF) phlfi hlfP v ~ i

n B ~ ihl)c mit OLA (Canada) biAH so,n !16m hal nhom chil ell!:. Quan Irj Ngu6n Nhin life Irong cac Ooanh nghiQp Vita va Nho .. Quan Irj Markeling Irong eac Doanh n g h i ~ pVita va Nhc.

n bQ wi 12 Ilia sach, !tIlIl'C Ihill kllinh ho,I, !tQc I ~ p ,dA !toc va de ang I l ~ n g .doanh n g h i ~ p ,chuyen gia III vl"n. giao vien va sinh vien khoa kinh 1(,

n tri Iloanh n g h i ~ p .Marketing d h co Ihe! lim Ihl"y lit nhirng Irang sach nayng dil!u b6 rch. I j Ihli va Ihi(1 thlle cho cGng v l ~ cklnh doanh, chuyen mGnhqc I,p cila chlnh minh.

giá và chiến lược giá

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