Quản trị Marketing - 10

8/3/2019 Qun tr Marketing - 10

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Bi 10: Chin lc xc tin hn hp

159

Ni dung

Thit k chin lc truyn thng. Qun tr qung co. Qun tr khuyn mi. Thit lp quan h cng chng. Qun tr bn hng. Qun tr marketing trc tip v trc tuyn.

Mc tiu Hng dn hc

Trang b cho hc vin nhng vn c

bn v l thuyt v k nng phn tch tnhhung thc tin, xy dng cc chin lctruyn thng sau:

Thit k chin lc truyn thng. Qun tr qung co. Qun tr khuyn mi. Thit lp quan h cng chng. Qun tr bn hng.

Qun trmarketing trc tip v trc tuyn.

Thi lng hc

6 tit hc

Hc vin nm bt nhng vn l thuytc bn v: Thit k chin lc truynthng, qun tr qung co, qun tr khuynmi, thit l p quan h cng chng, quntr bn hng, qun tr marketing trc tip.

p dng cc ni dung l thuyt vo vic phn tch cc chin lc truyn thngtrong cc tnh hung c th, a ra nhnggi nng cao hiu qu hot ng ny.

BI 10: CHIN LC XC TIN HN HP


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TNH HUNG DN NHP

Tnh hung: Xy dng chin lc truyn thng cho thng hiu dch vin thoi ding Beeline vi gi cc Bigzero

Th trng dch vin thoi di ng Vit Nam c s cnh tranh quyt lit gia cc mng ding l Mobiphone, Vinaphone, Viettel, Sphone, HT mobile, S ra i ca Beeline ccoi l y kh khn v thch thc. Vi th trng mc tiu l gii tr, nhng ngi c thunhp thp, Beeline xy dng hnh nh nh v tr trung nng ng vi ch g con lng vng,khu hiu tr chuyn qun ngy thng em li mt s ti mi cho th trng dch vin thoi di ng ti Vit Nam.

Cu hi gi m

Theo bn hot ng truyn thng ca Beeline c im g cn tp trung thm?Nu bn l gim c truyn thng ca Beeline hy phc tho cc hot ng truyn thng

cn thit cho thng hiu ny?


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10.1. Thit kchin lc xc tin hn hp10.1.1. Bn cht ca xc tin hn hp

Chin lc xc tin hn hp cn c th gi l giao tip khuch trng (promotion communication). L mt trong bn nhm cng c ch yu ca marketing hn hp m

doanh nghi p c th s dng tc ng vo thtrng mc tiu nhm t c mc tiu kinh doanhca doanh nghip.

Bn cht ca xc tin hn h p l truyn tin v snphm v doanh nghip to dng hnh nh v thuytphc khch hng mua. V vy, y c th gi l hotng truyn thng marketing. Cc doanh nghip lnthng quan tm n vic xy dng hnh nh, s uy

tn, ni ting ca doanh nghip. T, to ra uy tn cho nhng sn phm ca mnh sn

xut ra. Mt s cng c ch yu thng c cc doanh nghip s dng trong ccchin lc xc tin hn h p l: Qung co, xc tin bn, bn hng c nhn, tuyntruyn quan h cng chng, marketing trc tip.

10.1.2. Cc bc tin hnh hot ng truyn thng

Hnh 10.1. M hnh biu din cc phn tca qu trnh truyn thng

Trong :

Ch th truyn thng (ngi gi): L cc doanh nghip, c nhn, t chc. M ho: L qu trnh chuyn tng thnh cc hnh thc c tnh biu tng. Thng ip: L tp hp cc biu tng, ni dung tin, m ch th truyn i. Phng tin truyn thng: L cc knh truyn thng qua thng ip c gi i. Gii m: L qu trnh x l thng ip tm hiu tng ca ngi gi, gii m

c th khng ng vi m ha.

Ngi nhn: Khch hng mc tiu v cc i tng khc. Phn ng p li: L tp hp nhng phn ng ca ngi nhn tin sau khi tip nhn

thng tin.

Xc tin hn hp

Ngi nhn tin

Phn ng p liPhn hi

Ch th

(ngi gitin)

Thng ip

Gii mM ho

Phng tin

truyn thng

Nhiu


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Phn hi: Mt phn thng tin c truyn n ngi gi. S nhiu tp: nh hng ca mi trng trong qu trnh truyn thng lm thng

tin n ngi nhn khng trung thc so vi thng tin c truyn i.

10.1.2.1.Xc nh ngi nhn tinDoanh nghip khi tin hnh truyn thng cn phi xc nh r ai l ngi s tip nhnthng tin ca mnh. Ngi nhn tin chnh l khch hng mc tiu ca doanh nghip

bao gm khch hng hin ti hoc tim nng, nhng ngi quyt nh hoc nhngngi tc ng n vic mua hng (ngi mua, ngi s dng, ngi quyt nh mua,ngi tc ng n vic mua). i tng nhn tin c th l tng c nhn, tng nhmngi, gii c th hoc qung i qun chng.

10.1.2.2.Xc nh phn ng ca ngi nhn tinMc tiu ca truyn thng l to ra hnh ng mua hng ca ngi nhn tin. Cn phixc nh trng thi hin ti ca ngi nhn v qua truyn thng s a h ntrng thi no v qua nh hng g ti vic quyt nh mua hng ca h. Tu theotng trng thi m thc hin hot ng truyn thng cho thch hp.

Quy tc AIDA: Awareness Interest Desire Action (nhn bit quan tm hnh thnh nhu cu hnh ng mua). Vi mi mt tnh hung khc nhau khchhng cn nhng loi thng tin khc nhau, ngi lm truyn thng cn nm cnhu cu thng tin a ra phng n truyn thng ph hp.

Quy tc su bc: C su trng thi khc nhau ca khch hng mc tiu m ngithc hin truyn thng cn bit l: Nhn bit, hiu (giai on nhn bit), thincm, a chung, tin tng (giai on cm th), hnh ng mua (giai on hnh vi).

Giai on nhn bit nhu cu thng tin ch yu l thng tin v sn phm mi, tnhnng, cng dng,... Giai on cm th nhu cu thng tin lin quan n cht lng,gi tr, hnh nh biu tng v sn phm dch v. Giai on hnh vi nhu cuthng tin ch yu l cc li ch vt cht, tinh thn c th khi mua sn phm dch vca doanh nghip.

Quy tc ATR (Awareness Trial Reinforcement): Nhn bit th khng nhli nhu cu. Quy tc ny c p dng ph bin i vi mt hng xa x, gii tr,sn phm mi. Nh vy, ngi lm truyn thng v nhm sn phm ny cn ch im khc bit so vi hai quy tc trn l ngi tiu dng rt thch vic th dng

to ra hiu bit, kinh nghim ban u v cc sn phm trn.

10.1.2.3.La chn knh truyn thngKnh truyn thng trc ti p: C tc ng qua li giangi truyn tin v nhn tin, c s lin h ngc(interaction). C th l s giao tip gia hai ngi vinhau, gia mt ngi vi cng chng (in thoi, th t,E-mail,).

Knh truyn thng khng trc tip: Khng c tc ngqua li gia ngi truyn tin v nhn tin. (bo ch tivi,i, bng hiu pano p phch, t trng by, bao gi).

Ngoi ra, knh li n, gia cc khch hng tim nng cng chng c hiu lc rt mnh.Knh truyn thng


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10.1.2.4.La chn v thit kthng ipVic son tho thng tin phi gii quyt ba vn : ni g (ni dung thng ip), ninh th no cho lgic (cu trc thng ip), th hin ni dung thng ip di dngcc k hiu nh th no (hnh thc thng ip).

10.1.2.5.Chn lc nhng thuc tnh ca thng tin Tnh chuyn mn: c tnh, cht lng sn phm, cc yu t k thut. S tn nhim: Mc tin cy ca ngi nghe, to ra s tin cy nha ra li

khuyn co, li khuyn ca cc nha si vi qung co kem nh rng, hi nhikhoa i vi cc sn phm cho tr em...

Tnh kh i: S mn m ca ngi nhn tin i vi thng tin (dng nhng ngini ting, bi ht hay to ra s mn m).

10.1.2.6.Thu nhn thng tin phn hiDoanh nghip c th chng tin hnh thu thp thng tin phn hi thng qua victrin khai cc d n nghin cu, thu thp thng tin hoc thng qua h thng thu thpthng xuyn bn ngoi ca mnh.

10.1.3. Xc lp h thng xc tin hn hp10.1.3.1.Thc cht ca vic xc lp h thng xc tin hn hp

Cc doanh nghip hot ng trong cc lnh vc (kiuth trng) khc nhau c mt h thng xc tin hn

hp khc nhau. Trong cng mt lnh vc kinh doanhth cc doanh nghip khc nhau cng c h thng xctin hn h p khc nhau. Ngay c khi trong cng mtdoanh nghip cc sn phm khc nhau cng c cc hthng xc tin hn hp khc nhau.

Thc cht ca vic xc lp h thng xc tin hn hpl vic xc nh nhim v, mc tiu, v tr, vai tr cacc cng c truyn thng (qung co, xc tin bn, tuyn truyn, bn hng c nhn,marketing trc ti p) v s phi h p gia chng m bo thc hin c hiu qu

chin lc truyn thng ca doanh nghip.

10.1.3.2. Cc nhn tnh hng n cu trc ca h thng xc tin hn hp c im ca cc cng c xc tin. Kiu loi hng ho/th trng.

o Th trng hng tiu dng th t quan trng l: Qung co xc tin bnhng tuyn truyn bn hng c nhn .

o Th trng hng cng nghip: Bn hng c nhn xc tin bn qung co.

Nhu cu thng tin ca khch hngNhu cu thng tin k thut phc tp bn hng c nhn thch hp, nhu cu v hnhnh biu tng qung co ph hp.

Xc lp h thng xc tinhn hp


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Chin lc ko hay y (Push/Pull)o Chin lc ko: Doanh nghip s dng bin php marketing tc ng n

khch hng, thu ht khch hng v pha sn phm ca mnh qua cc nhphn phi trung gian (qung co mnh, tng qu, thng i vi khch hng,tuyn truyn).

o Chin lc y: Nhm y sn phm v pha khch hng qua cc trung gian(cc bin php marketing tp trung nhiu v pha trung gian: Chit khu, hingh khch hng, hi ch...).

Cc trng thi sn sng mua ca khch hngQung co, tuyn truyn c tc ng mnh vo giaion nhn bit, hiu. Giai on nh mua cakhch hng chu tc ng ca xc tin bn sau mi l qung co.

Cc giai on chu k sng ca sn phmCc giai on khc nhau ca chu k sng sn

phm thch ng vi cc phng tin truyn thngkhc nhau.

o Giai on gii thiu hot ng qung co vtuyn truyn l rt thch hp nhm to ra s nhn

bit, sau l xc tin bn v bn hng c nhn.

o Ti pha tng trng qung co v tuyn truynl thch hp thc y bn hng.

o Ti pha bo ho hot ng xc tin bn c tc dng nht, cc hot ng khcc th duy tr mc va .

o Trong giai on suy thoi cc hot ng truyn thng u gim, mt s b loitr, qung co ch duy tr mc nhc nh, xc tin bn cn c th pht huyc tc dng.

10.2. Qung coQung co: Bao gm mi hnh thc gii thiu mt cch gin ti p cc thng tin vhng ho dch v ca ch th qung co v ch th phi tr mt khon chi ph trc tipnht nh.

c im ca qung co: Mang tnh x hi cao, thch hp cho vic to dng

hnh nh v n c th tip cn n mt s lng lncng chng.

Qu trnh nhc li ca qung co cho php nhv c nhn hiu, hnh nh sn phm trongcng chng.

Qung co c th tr gip cho cc n lc bnhng qua vic lu gi hnh nh sn phm v

doanh nghip. Khng c a ch nhn tin c th: Khng c s tc ng qua li gia ngi truyn

v nhn tin, cc cu hi khng c tr li.

Nhn tnh hng

Sn phm hng ho


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Theo thng k ca hip hi qung co Vit Nam, nm 2007, Vit Nam doanh squng co trn tivi chim 50%, qung co ngoi tri chim 20%, qung co trn

bo tp ch chim 20%, qung co trn internet chim 5%, radio chim 1%, cn lil cc qung co khc. Tuy nhin, khong 200 doanh nghip qung co ca Vit

Nam ch chim 15% th phn, phn cn li thuc v cc doanh nghip nc ngoi.

10.2.1. Xc nh mc tiu qung co Mc tiu ca qung co

Tng mc bit n ca sn phm, tng s lng hng tiu th, mra th trngmi, gii thiu sn phm mi, xy dng cng c uy tn nhn hiu hng ho vcng ty. Vic xy dng mc tiu phi da trn c sca mc tiu truyn thng,marketing hn hp v to ra s phi hp gia chng.

Vic xc nh mc tiu qung co phi tr li c cc cu hi: Cho ai, ci g, khino v vi tn sut bao nhiu?

Chc nng ca qung coo Thng tin (to ra s nhn bit): Thng bo cho th

trng v sn phm mi hay ng dng mi ca hngho hin c (thng tin v gi, nguyn tc hot ngca hng ho, m t dch v, nh chnh, hnh thnhhnh nh ca cng ty).

o Thuyt phc: Hnh thnh s a thch nhn hiu(thuyt phc mua, th, cho hng, thuyt phcchuyn sang nhn hiu ca mnh...).

o nh v (nh v v tr sn phm trong tm tr khchhng) da trn cc cs: c tnh sn phm, li ch ca khch hng. V d:

u t kim cng siu bn.

Gi c, cht lng. V d: Xe my SYM. Tnh hu dng sn phm (Decolgen, Fugaca... Ngi s dng sn phm. V d: Levis tr, ni

lon, sexy;

Biu tng. V d: Vng ca bia Tiger, h sc mnh ca du Esso. Cnh tranh. V d: best seller, nht th gii,...

o Nhc nh: Nhc nhhng ho m h c th cn n trong thi gian ti nh nic th mua hng, duy tr s hay bit v hng ho, lu li trong tr nh cangi tiu dng.

o nh chnh nhm ln: Cc nhn hiu nhi ca Lavie...o Trgip bn hng: Kt hp vi cc cng c xc tin bn: Thi, trng thng

10.2.2. Xc nh ngn sch qung co Cn c: Nhim v, mc tiu, tn sut ca qung co; Cc giai on khc nhau ca chu k sng sn phm; Kh nng thay th ca sn phm, phm vi qung co (th trng ln qung co mnh); Phng tin qung co.

Khch hng


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10.2.3. Quyt nh thng ip qung co Hnh thnh tng thng tin: tng phi tho

mn v l tr, tnh cm, x hi, t m, lng t i,...ca i tng nhn tin.

Ni dung thng ip: C ba ti (h p l, cmxc, o c).

o Cc ti hp l: a ra nhng u th li chi vi khch hng v chng minh cc u th.

o Cc ti cm xc: C gng gi ln nhng cmgic xu hay tt thuyt phc khch hng muahng (yu thch, shi, ti li, tnh yu, hi hc, t ho, vui sng, ch k...).

o Cc ti o c: To ra tnh cm nghim chnh v lng thin vi cng chng.Cc ti ny thng c p dng trong cc phong tro mi sinh, quyn bnh

ng ca con ngi, gi tr nhn vn, tnh mu t,... Cu trc thng ip: Ngi pht tin phi thng qua ba quyt nh:

o Liu thng tin c quyt nh hay dnh phn cho cng chng.o Ch trnh by u im hay cu nhc im.o Khi no a ra cc lun c c tc dng nht.

V phong cch thng tin c thc biu hin theo cc phng n sau:o T chn;o Nhn mnh li sng;o To ra mt khung cnh thmng;o To ra mt tm trng hay hnh nh;o Nhc, bi ht, hi...;o S dng nhn vt biu tng;o Nhn mnh kinh nghim ngh nghip v k thut;o S dng cc s liu c tnh khoa hc;o Da vo tnh hp dn c o ca sn phm.

Hnh thc thng ip: Kt h p hnh nh, m thanh, mu sc (tnh hp dn, thuht cng chng). Mt nghin cu vnh hng mu sc n tp tnh tiu dng khi

cho khch hng ung ba cc caf: Cc th nht trong mt phng sn mu nu, ccth hai trong phng sn mu , cc th ba trong phng sn mu xanh. Kt qu chothy trong phng sn mu nu h cm thy caf qu c, trong phng sn mu xanhh cm thy caf nht, trong phng sn mu caf c nh gi ngon nht.

Yu cu chung: Th hin li ch ca sn phm, c o hp dn i vikhch hng, trung thc, m bo tnh php l.

10.2.4. Quyt nh phng tin qung co Tivi: Qung co trn tivi rt thng dng s lng khn thnh gi rt ln, c th

khai thc c hiu qu m thanh, mu sc, hnh nh, tuy nhin chi ph rt cao,mc chn lc ca i tng nhn tin thp.

Thng ip


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Bo: D s dng, kp thi, ph bin rng, thng tin cung cp y . Tuy nhinthi gian tn ti ngn.

Tp ch: Tnh chn lc i tng cao, uy tn cao,thi gian tn ti di. Tuy nhin s lng pht hnhthng hn ch, chi ph cao.

Radio: Chi ph thp, nhiu thnh gi tuy nhin ch cm thanh, kh nng gy ch thp, tui th ngn.

Pano, p phch: Tn ti lu, khai thc c hnhnh ng vi bng in t, a dng. Tuy nhinthng tin khng nhiu, chi ph cao.

Qung co trn internet: Xut hin nhiu hnhthc nh logo, banner, website, email,... Cc hnhthc ny cho php giao tip gia ngi truyn tin

v nhn tin, thng tin phong ph khi lin kt.y l nhng phng tin qung co chnh ngoi ra cn c nhiu phng tin khcnh tri, cataloge, th, phim,... Mi phng tin li c nhng u nhc im ring,

ph hp vi tng loi sn phm v doanh nghip.

10.2.5. nh gi chng trnh qung coVic nh gi hiu qu qung co tin hnh trn hai nguyn tc l hiu qu trndoanh s bn v trn hiu qu tip nhn v x l thng tin ca ngi nhn tin.

Hiu qu doanh s bnVic ly hiu qu trn doanh s bn nh gi hiu qu qung co cho phpdoanh nghip xc nh tc ng ca qung co n mc tiu quan trng bc nhtca doanh nghip l doanh s. Tuy nhin vic xc nh mi quan h ny gp nhiukh khn v khng phi khi no cng c th xc nh c bi v doanh s bncn chu nhiu tc ng ca cc chnh sch khc, trong nghin cu nh lng rtkh c th xc nh ring tc ng ca qung co ln doanh s bn.

Hiu qu tip nhn v xl thng tin ca ngi nhn tinNguyn tc ny ch nhn mnh n hiu qu tip nhn v x l thng tin ca itng nhn tin. Kt qu ca qung co c nh gi trn vic i tng nhn tin

c: Nhn bit ghi nh lnh hi hnh thnh thi tt i vi sn phm nhnhiu ca doanh nghip mc no.

10.3. Xc tin bn hng10.3.1. Khi qut

Khi nim: Xc tin bn (khuyn mi) l nhng bin php tc ng tc thi ngn hn khuyn khch vic mua hng ho dch v.

c im xc tin bno C th to ra s kch thch bn nhanh.o Hiu qu thng cng trong mt khong thi gian ngn.o Vic s dng lin tc cng c ny c th lm xu i hnh nh v nhn hiu.

Phng tin qung co


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Cc loi hnh xc tin bno a hng mu khch hng dng th khng phi tr tin.o Tng hng ha, cung ng dch v cho khch hng khng thu tin.o Bn hng, cung ng dch v trong thi gian khuyn mi vi gi thp hn gi

bn, gi cung ng dch v bnh thng trc .

o Bn hng, cung ng dch v c km theo phiu mua hng hoc cc hnh thckhc c trng thng, d thi trng thng theo th l v gii thng cng b.

o Hi ngh khch hng, hi chtrin lm thng mi.10.3.2. Xc nh nhim v ca xc tin bn

i vi ngi tiu dng: Tng khi lng bn, khuyn khch h dng th, dngnhiu hn na, mua lp li nhiu hn, mua vi s lng ln.

i vi lc lng trung gian: Khuyn khch h tng cng phn phi hng ho,y mnh cc hot ng bn hng, m rng knh, d tr hng ho, tng mchin din ca hng ho trn th trng.

10.3.3. La chn phng tin xc tin bn i vi ngi tiu dng: Hng mu, phiu mua hng gim gi (th discount)

phiu thng, gi hng chung, qu tng, trng by hng ho ti ni bn, dng thhng ho, cc cuc thi v cc tr chi.

i vi cc trung gian: T l chit khu, hoa hng, ti tr, hi ngh khch hng,hi chv trin lm thng mi.

10.3.4. Son tho thim v trin khai chng trnh xc tin bn Cng kch thch: Cng phi t mc no kch thch c khch hng. i tng tham gia: i tng tham gia nh hng n quy m, ngn sch xc

tin bn.

Xc nh phng tin xc tin. Thi im, thi gian ko di, a im ca chng trnh. Xc nh ngn sch xc tin bn, c th da vo doanh s bn trc y, mc tiu

t ra phi hon thnh,...

10.3.5. nh gi kt qu ca chng trnh xc tin bnDa vo kt qu doanh s bn tng thm do tc ng trc tip ca hot ng xc tin

bn so snh trc v sau khi thc hin chng trnh xc tin.

10.4. Tuyn truyn quan h cng chng10.4.1. Khi qut v tuyn truyn quan h cng chng

Tuyn truyn: L vic kch thch mt cch gin tip nhm tng nhu cu v hng hodch v hay tng uy tn ca doanh nghip v ch th khng phi tr mt khon tintrc tip no.


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Tuyn truyn c th tc ng su sc n mc hiu bit ca x hi, c kh nngthuyt phc ngi mua ln.

Cc ni dung tuyn truyno Tuyn truyn cho sn phm dch v ca doanh nghip.o

Tuyn truyn hp tc: Hnh thc ny c thc tin hnh trong ni b doanhnghip hoc bn ngoi nhm to ra hnh nh tt p v doanh nghip.

o Vn ng hnh lang: L vic giao tip vi h thng lut php ng h haycn trmt sc lut no .

o Tuyn truyn x l mt thng tin, s kin bt li i vi doanh nghip. Cc cng c tuyn truyn ch yu

o Thng co bo ch: Cc pht ngn chnh thcca doanh nghip cho cc phng tin thng tini chng, s dng cc phng tin ny truyn

thng khch quan v doanh nghi p v ccthng hiu.

o T chc s kin: Khai trng, khnh thnh, skin c bit khc,...

o Hot ng ti tr (gm c cc hot ng vnha th thao v nhn o).

o Chng trnh Road show.o Khai thc mng x hi tuyn truyn v doanh nghip v sn phm.o

Cc hot ng giao tip, vn ng c nhn.o Cc hot ng khc,...

10.4.2. Nhng quyt nh c bn v tuyn truyn Xc nh mc tiu ca tuyn truyn

Mc tiu tuyn truyn cng xut pht t mc tiu marketing v mc tiu hot ngtruyn thng ca doanh nghip. Mc tiu tuyn truyn cn c c thi vi loisn phm thng hiu, gn vi cc mc thi im c th, gn vi cc th trng cth. Trn csmc tiu chi tit doanh nghip xy dng k hoch thc hin hot

ng tuyn truyn t c cc mc tiu ra. Thit k thng ip v chn cng c tuyn truyn

Thng ip tuyn truyn rt a dng, c th l bi vit l th v sn phm, thnghiu, cu chuyn vui v vic s dng sn phm, kinh nghim, tri nghim c bitv sn phm, hnh nh, vn ha doanh nghip,...

Thc hin tuyn truynHot ng tuyn truyn rt a dng, phong ph, mi dng li c nhng nguyn tc,cch thc t chc ring. Tuy nhin, hot ng tuyn truyn c hiu qu v ckim sot tt trong qu trnh, doanh nghip cn xc nh r cc bc cng vic,cc kch bn xy ra trong hot ng ny. T, xc nh, la chn v phi hpvi cc i tc thc hin tuyn truyn.

Tuyn truyn Quan hcng chng


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nh gi kt qu tuyn truynVic nh gi kt qu hot ng tuyn truyn rt phc t p v tc ng ca nkhng trc ti p v khng d nhn bit. Thng thng c th s dng mt s

phng php sau:

o o lng s ln thng tin xut hin trn cc phng tin thng tin i chng.o o lng s thay i thi ca khch hng vi sn phm thng hiu.o o lng kt qu thng qua s thay i v doanh s v li nhun.

10.5. Bn hng c nhn10.5.1. Khi qut v bn hng c nhn

Khi nimBn hng c nhn l s gii thiu bng ming vhng ho v dch v ca ngi bn qua cuc i

thoi vi mt hoc nhiu khch hng tim nngnhm mc ch bn hng.

c im ca bn hng c nhno C s tc ng qua li gia ngi bn v ngi

mua, cc cu hi c tr li, kin phn ic gii quyt.

o Tnh ph hp cao: Li gii thiu ca ngi bnthay i ph thuc theo nhu cu khch hng.

o Quan h c nhn c thc xy dng gia ngi mua v ngi bn.o Kh nng thuyt phc, bn c hng cao.

Tm quan trng ca lc lng bn hng c nhno L b mt ca doanh nghip trong nhn thc ca khch hng;o L lc lng quan trng nh hng ti sn lng bn;o L nhng ngi nm bt r nht nhu cu, c mun, l do, cch thc mua sm

ca khch hng;

o L lc lng quan trng ca chin lc tm kim, gi v pht trin khch hng;o Khi cc sn phm bn trn th trng tng t nhau hoc chm lun chuyn,

cc nhn vin bn hng thng l yu tnh hng chnh ti quyt nh muaca khch hng.

10.5.2. Qu trnh bn hngQu trnh bn hng c nhn bao gm cc bc cbn sau:

Thm d tm kim khch hng tim nng; Tip xc vi khch hng; X l cc t chi; Kt thc; Duy tr mi quan h; Thm d tm kim khch hng tim nng.

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Xc nh kh nng ca khch hng trong vic mua sm sn phm ca cng ty vi 3tiu chun nh gi kh nng mua l: Nhu cu, khnng ti chnh, quyn quyt nh mua. Trong giai onny, cn tm kim cc thng tin lin quan n khchhng nh:

Lch s giao dch ca khch hng; Cc thng tin v dn s hc; Cc thng tin v kh nng ti chnh; Cc thng tin v quyn quyt nh mua:

o Tip xc vi khch hngGiai on ny quyt nh vic bn hng c dinra hay khng. N i hi ngi bn chun b cc cng vic sau:

Xem xt li cc thng tin v khch hng, sn phm; Xem xt nhng g tha thun vi khch hng trong cuc hn; Xc nh mc ch bn hng cho khch hng; Xc nh mc tiu hnh ng cho cuc tip xc; Tin on cc mi quan tm ca khch hng; Thc tp cch tr li cu hi ca khch hng v mi quan tm ca h; Chun b ti liu tr gip bn hng (thng tin ca doanh nghip v sn

phm, gi c, khuyn mi);

Kim tra hnh nh c nhn ca bn.o X l cc t chi

Khch hng lun a ra kin t chi, y l phn ng tm l ca khch hngtrc mt quyt nh chi tin. Ngi bn cn c hun luyn k x l cctnh hung ny. Cc t chi ny c th xut pht t sn phm, ti chnh,dch v, tr hon hoc l v c. Vi mi nguyn nhn khc nhau ngi bn cnchun b cc l gii ph hp, thch ng thuyt phc.

o Kt thcNgi bn phi nhn din c cc du hiu ca s kt thc bn hng nh: cch, li ni, bnh lun, cu hi,... Ngi bn c th s dng nhiu k nng kt thc nh: Nhc li nhng g tha thun, xut gip son tho n

hng, nu ra li ch ca vic mua sm,...o Duy tr mi quan h

y l bc xy dng mi quan h lu di vi khch hng trn cstha mntt cc nhu cu, mong mun ca h. Cng vic ny s to ra cc khch hngtrung thnh v gip doanh nghi p xy dng c c s d liu khch hng

phc v cho vic qun tr cc mi quan h ny.

10.5.3. Qun tr bn hngQun tr bn l qu trnh phn tch, lp k hoch, kim tra hot ng bn hng. N baogm cc cng vic: Thit lp cc mc tiu cho nhn vin bn hng, thit k chin lc

hot ng bn hng, tuyn m, hun luyn, gim st, nh gi hot ng bn hng cacc nhn vin.

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10.6. Marketing trc tip10.6.1. Khi qut v marketing trc tip

Marketing trc ti p: L mt hot ng marketingtrong c s lin h trc ti p gia ch th vkhch hng. Ch th lin h vi khch hng bngnhng phng tin thng tin nh internet, e-mail,th, tele-marketing, fax, cataloge v ngh cu trli t pha khch hng.

Hot ng marketing trc tip ang c rt nhiudoanh nghi p quan tm, pht trin thng qua cctrang web ca mnh trn internet. Trong mt s lnhvc nh bn v my bay, hot ng marketing trctip trn internet chi phi trn 80% cc giao dch

ca doanh nghip. y c coi l knh truynthng marketing ca tng lai v n s thay th dncc knh truyn thng hin nay.

10.6.1.1.Cc quyt nh ch yu trong marketing trc tip Xc nh mc tiu

Cc mc tiu ca hot ng marketing trc tip c th l:

o Khuyn khch khch hng mua hng ngay.o Lp c danh sch khch hng trin vng.o Cung cp thng tin cng c hnh nh ca nhn hiu v uy tn ca doanh nghip.

Xc nh khch hng mc tiuCc khch hng mc tiu trong marketing trc tip c la chn trong on thtrng mc tiu m doanh nghip la chn. Doanh nghip la chn nhngnhm khch hng c nhiu thun tin nht, c trin vng nht trin khai hotng marketing trc tip.

La chn chin lc cho hngChin lc cho hng vi 5 yu t: Sn phm; cho hng; phng tin truyn

thng; phng php phn phi; chin lc bn hng sng to. Thnghim cc yu t Marketing trc tip

Qu trnh th nghim c c tin hnh trn: Tnh cht sn phm, thng ipqung co, gi c, phng tin truyn thng, danh sch khch hng,...

nh gi kt qu ca chin dch marketing trc tipo T lt hng, mua hng ca khch hng.o So snh chi ph, doanh thu v li nhun.o Kh nng to lp c quan h lu di vi khch hng.

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TM LC CUI BI

Cc quyt nh v xc tin hn hp (truyn thng marketing) vi 5 cng c ch yu (qung co,xc tin bn, bn hng c nhn, tuyn truyn quan h cng chng, marketing trc ti p) lnhng cng c c chc nng truyn tin v sn phm thng hiu, gip thc hin chin lc nh

v ca doanh nghip.Hot ng qung co hin c cc doanh nghip dnh nhiu s quan tm v ngn sch nht vn mang tnh x hi cao, thch hp cho vic to dng hnh nh, c th tip cn n mt s lngln cng chng.

Xc tin bn tc ng trc tip n li ch ca khch hng nn c th to ra s kch thch bnnhanh. Tuy nhin, hiu qu thng cng trong mt khong thi gian ngn v nu s dng lintc cng c ny c th lm xu i hnh nh v nhn hiu.

Tuyn truyn bao gm rt nhiu cng c khc nhau, hin nay marketing hin i rt coi trngcng c ny trong hot ng truyn thng. Tuyn truyn c th tc ng su sc n mc hiu

bit ca x hi, c kh nng thuyt phc ln i vi khch hng.Bn hng c nhn l cng cc bit quan trng khi khch hng ca doanh nghip l cc doanhnghip khc v cc t chc. N c s tc ng qua li gia ngi bn v ngi mua, tnh phhp trong giao tip, quan h c nhn c thc xy dng gia ngi mua v ngi bn v khnng thuyt phc, bn c hng cao.

Marketing trc tip c s lin h trc tip gia ch th v khch hng bng nhng phng tinthng tin nh internet, e-mail, th, tele-marketing, fax, catalogue v ngh cu tr li t phakhch hng. Marketing trc tip ang c rt nhiu doanh nghip quan tm, pht trin thngqua cc trang web trn mng internet.


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CU HI N TP

1. Phn tch bn cht ca hot ng xc tin hn hp?2. Phn tch cc giai on ca hot ng truyn thng marketing?3. Qua mt tnh hung phn tch cc quyt nh lin quan n 5 cng c xc tin l qung co,

xc tin bn, bn hng c nhn, tuyn truyn quan h cng chng, marketing trc tip?


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BI TP

Bi tp 10.1

Cng ty Bia H Thnh c kinh nghim trn 100 nm sn xut cc loi bia chai, bia lon cung cp

ch yu cho th trng H Ni v cc tnh pha bc vi th phn khong 30%. Bia H Thnh cv thm, mt c trng v thng c cn nh (t 3 5% cn).

Trn th trng hin ang ph bin cc nhn hiu bia ni ting nh Heineken, Tiger, Carslberg,Foster, Halida, Si Gn, Anchor v mt s nhn hiu bia a phng khc. Tt c cc sn phm

bia hin ti trn th trng u dnh cho nam gii vi cn t 4,5 n 5%.

Cng ty Bia H Thnh nhn thy rng ph n c xu th tiu dng bia ngy cng tng v sthchca h l nhng loi bia nh, thm, y li l th mnh ca Cng ty. Cng ty quyt nh phttrin sn phm bia mi c cn nh dnh cho ph n thnh th.

Cu hi

1. xut tng nh v cho sn phm mi ny? T tng nh v trn a ra ba tngcho thng ip qung co (cn phn tch ch ca tng)?

2. Theo bn phng tin qung co no l ph hp nht truyn ti thng ip qung co nkhch hng mc tiu? Gii thch la chn ?

Bi tp 10.2

Hot ng xc tin hn hp ca Nokia ti Vit Nam

1. Qung co

Clip qung co ca Nokia vi nn l bi Underneath Your Clothes ca ca sShakira to chiu ng m thanh tt v rt ngha. Qung co cho chng ta mt n tng v hiu qu catruyn thng. Vi clip, m thanh, ngha v hnh tng qung co lm ngi xem cm gicv mt cu chuyn tnh thc s, qua to cho ngi xem qung co hnh nh lin tngn chic in thoi mi khi nhn thy mt cnh t tnh hay cu hn. V ni dung clip, chngtrai nhn c s chp thun ca c gi, truyn thng khng c phi gp nhau, tay nmtay. Mt cht sng to vi hnh nh ng nghnh, cha ng y thng tin s to hiu qu

bt ngv truyn thng.

T thp nin 90, Nokia t p trung vo nhng thit k mang tnh cp cao v i mi cngngh tr thnh cng ty hng u th gii v nhng thit b lin lc bng di ng. Khngcn nghi ngg na, s dn u trong th trng in thoi di ng cho php Nokia lintc thay i nhn thc truyn thng vin thoi di ng-Human Technology (Tm dch:Cng ngh nhn bn) ny dn n vic sn xut nhng sn phm hin i, khng nhnglm tha mn m cn lm cho cuc sng ca ngi s dng trnn phong ph hn.

Tp on Nokia n nay hot ng kinh doanh ti 130 quc gia vi i ng 110.000 nhnvin khp th gii.

17/9/2007, Tp on Nokia tuyn b s mua li hng qung co di ng ca Hoa K Enpocket,trong n lc mrng vai tr ca Nokia trong lnh vc dch v Internet.

Bng vic mua li Enpocket, Nokia sy nhanh hn cc hot ng kinh doanh qung co ding, tng cng vai tr ca Enpocket, ng thi tht cht mi quan h hp tc vi cc nhqung co, xut bn v iu hnh.


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Enpocket, c tr s ti Boston (Hoa K), cung cp nhng cng ngh v dch v cho phpcc i tc nh MasterCard, PepsiCo v Vodafone Group PLC nhm a ra dch v qungco di ng thng qua nhiu hnh thc khc nhau nh tin nhn text trn in thoi di ngv Internet.

Qung co thng qua cc phng tin thng tin i chng nh:

Truyn hnh Bo ch Pht thanh Qung co trc tuyn Qung co qua bu in Qung co trn cc phng tin vn chuyn Qung co qua cc trang vng

Qung co trn tri, p phch, pano hay bng rn Qung co trn bao b sn phm Qung co qua gi th trc tip Qung co truyn ming Qung co tn LED in t

2. Xc tin bn

Ngoi vic nng cao cng ngh lin tc gim gi bn v cho ra i rt nhiu cc sn phm gir, Nokia cng lin tc p dng cc chiu khuyn mi theo ma l hi trong nm hoc mcc

t gim gi khi ra mt sn phm mi ti Vit Nam. Khng nhng th, vic chm sc khchhng ca Nokia ngy mt tt hn vi cc dch v gi tr gia tng (GTGT) tng thm chokhch hng.

2007: Khch hng trn ton quc khi mua in thoi di ng Nokia ngoi vic c hngmc gi u i t 730.000 ng/chic cho n 1.290.000 ng/chic cho in thoi 1110i,1200, 1600, 6030 v 2626, cn c tng th sim v ti khon ln n 350.000 ng

2007: Chng trnh khuyn mi hp dn Np cc tr trc, rc NOKIA!. Chngtrnh p dng cho khch hng mua m cc di ng tr trc ca cc Mng in thoi di ngViettel, S-phone, Vinaphone, EVN Telecom, MobiFone qua my POS.

10 sn phm NOKIA bn chy nht:

1 Nokia 1110i - 799.000 ng

2 Nokia 6030 - 1.240.000 ng

3 Nokia 1600 - 960.000 ng

4 Nokia 6300 - 4.380.000 ng

5 Nokia 6085 - 2.590.000 ng

6 Nokia 6233 - 3.650.000 ng


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7 Nokia N72 - 4.700.000 ng

8 Nokia 2626 - 1.360.000 ng

9 Nokia 7610 - 3.300.000 ng

10 Nokia 5200 - 2.780.000 ng

3. Tuyn truyn

Mt s chng trnh thc hin

Nokia Khonh khc cuc sng ( 11/2005)Mc ch:

Thu ht s quan tm ca khch hng n cuc thi nh Khonh khc cuc sng Nokia

Khuyn khch s tham gia cao trong chng trnh

To ting vang cho nhn hiu NokiaCch thc:

6 bc nh Khonh khc cuc sng c ng trn bo trn khp c nc

Khch hng gi bnh chn ca hn s 19001510

Kt quc thng bo trn bo vo cui chng trnh

Tt c ngi bnh chn ng sc rt thm may mn cho 6 gii thng

Kt qu:

Chin dch bnh chn bng tin nhn tht s nng bng v thnh cng. N to s ho hngv s tham gia ca ng o khch hng.

Mt csd liu s c xy dng ln vi mc cao. Gn nh 30,000 sinthoi di ng c thu thp, n c gi tr cho bt k chng trnh tip th trc tip notrong tng lai

Nokia EventMc ch:

Khuyn khch khch hng tc ng vi s kin qung co trn bo nhn v min phtham d l hi.

Nng cao hnh nh thng hiu: c sc, hp thi trang, nng ng & ho hng.Xy dng d liu.

Cch thc tham d:

Chin dch SMS c qung co trn nhiu tbo ni ting: Tui Tr, Thanh Nin,Tin Phong

Khch hng gi tin nhn: Tn, tui, thnh ph v ngh nghip.

Ngay lp tc, mt mt m sc gi phn hi.

a mt m ti im nhn v ca Nokia nhn v tham d ngy hi ti Ging V HNi & Nh Vn Ha Thanh Nin TP HCM

Tt c ngi tham d c chi nhn 4 TD Nokia 3230. Bn ngi chin thng crt thm may mn bi phn mm.


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Chng trnh SMS tht nng bng: Tt c 2000 v ti TP HCM c gi i ch 4 gisau khi ng qung co.

Xy dng c c s d liu s m Nokia c th s dng cho cc chng trnhkhuyn mi di ng trong tng lai.

4. Quan h cng chng

Ni ting vi vic ti trcho cc show trnh din thi trang quc t v mnh tay chi tin chohot ng qung co, ngay t khi thm nhp th trng Vit Nam, Nokia cng rt ch trngti vic t chc cc ba tic gii thiu sn phm mi c coi nh nhng hi chph hoacc thnh ph ln nh TP.HCM, H Ni vi s gp mt ca cc VIP. Cch PR ny gp

phn khng nh ti sa chung thng hiu Nokia ti Vit Nam. Theo mt bo co cacng ty Nghin cu Th trng Synovate vo u nm nay, Nokia l thng hiu c nhiungi mun mua nht ti Vit Nam vi 87%, trong khi con s ny Samsung ch l 44% v

Motorola l 11%. Hin cch PR ny cng c mt s hng khc nh Motorola "hc tp".Mt chiu thc khc l hp tc gii thiu cc sn phm mi trong lnh vc in nh hoctrong cc b phim truyn hnh (ch yu l phim nc ngoi). Ta c th bt gp rt nhiu hnhnh quen thuc ca Nokia trong rt nhiu b phim c th k ti: Wanted, nhng c gi chndi,... Giy, 80% sin thoi di ng ngi ta nhn thy trong cc phim M l nhngchic Nokia. Trong lnh vc phim nh, qung co mt nhn hiu chnh l chinh phc thtrng ca th gii hnh nh v tr tng tng.

Cu hi

Phn tch hot ng truyn thng ca Nokia ti Vit Nam?

Quản trị Marketing - 10

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