Bai Giang Marketing Thuc Pham Diendandaihoc.vn 11114116112011

8/3/2019 Bai Giang Marketing Thuc Pham Diendandaihoc.vn 11114116112011

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Tr-ngTr-ng ii hchc BchBch khoakhoaHHniniVinVin CNCN SinhSinh hchc v CNv CNThcThc phmphm

M arketingM arketing ThcThc phmphmD ngD ng chocho sinhsinhvinvinngnhgnhCNCN SinhSinh hchcCNCN ThcThc phmphm

PGS TSPGS TS NguynNguyn DuyDuy [email protected]@gmail.com

T: 0913.349.796T: 0913.349.796


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Ti liu tham khoTi liu tham kho

11-- MarketingMarketing -- 300 trang300 trangPGS TS Trn Minh o, NXB Thng k 1999PGS TS Trn Minh o, NXB Thng k 1999

22 Nguyn l MarketingNguyn l Marketing -- 277 trang277 trangNguyn nh Th, Nguyn Th Mai Trang, NXB i hcNguyn nh Th, Nguyn Th Mai Trang, NXB i hc

Quc gia TP HCM, 2003Quc gia TP HCM, 2003

33 Food MarketingFood Marketing -- 487 trang487 trangDavid J. Schaffner, William R. Scroder, Mary D. EarleDavid J. Schaffner, William R. Scroder, Mary D. Earle


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Mc ch yu cu ca mn hcMc ch yu cu ca mn hc

Cung Cung cp cp cho cho sinh sinhvin vinnh nh ng ng kin kin thc thc c c bn bn v v marketing marketing trong trongsn sn xut xut v v tiu tiuth thcc cc sn sn phm phm thc thc phm phm

Xy Xy dng dngchin chin l-c l-c sn sn phm phm da datrn trnh hthng thng marketing.marketing.


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M uM u1.11.1 -- S ra i v pht trin ca marketing thc phm trong hS ra i v pht trin ca marketing thc phm trong h

thng marketingthng marketing-- Thc phm l sn phm hng ho ph dng nht trong ttThc phm l sn phm hng ho ph dng nht trong tt

c cc loi hng ho ang tn ti trn th tr-ngc cc loi hng ho ang tn ti trn th tr-ng-- Thc phm c vai tr quyt nh i vi s sinh tn ca conThc phm c vai tr quyt nh i vi s sinh tn ca con

ng-i v l nhu yu phm ca tng con ng-i, trong tng ngyng-i v l nhu yu phm ca tng con ng-i, trong tng ngy-- Sn phm thc phm -c sn xut vi quy m ngy cngSn phm thc phm -c sn xut vi quy m ngy cng

ln, cht l-ng ngy cng cao v s cnh tranh giln, cht l-ng ngy cng cao v s cnh tranh gia cc cnga cc cngty, cc quc gia v thc phm ngy cng quyt lit mangty, cc quc gia v thc phm ngy cng quyt lit mangtnh ton cu.tnh ton cu.

-- S ra i v pht trin marketing thc phm nh- mt mnS ra i v pht trin marketing thc phm nh- mt mnkhoa hc l tt yukhoa hc l tt yu


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M uM u

1.21.2 -- Vai tr ca marketing trong s pht trin ca ngnhVai tr ca marketing trong s pht trin ca ngnhcng nghip thc phm ca Vit namcng nghip thc phm ca Vit nam

-- Vit nam thot khi nguy c ca s i ngho v trVit nam thot khi nguy c ca s i ngho v trthnh mt n-c c cng nghip pht trinthnh mt n-c c cng nghip pht trin

-- Nng nghip Vit nam c nhNng nghip Vit nam c nhng tin b v-t bc vng tin b v-t bc vtr thnh mt trong nhtr thnh mt trong nhng n-c cung cp thc phm chong n-c cung cp thc phm choth gii v: Thu snth gii v: Thu sn L-ng thcL-ng thc-- C phC ph -- Ht iuHt iu Ht tiuHt tiu Rau quRau qu -- ChCh -- .v.v..v.v.

-- Sn phm thc phm Vit nam cn n chin l-cSn phm thc phm Vit nam cn n chin l-cmarketing m rng th tr-ng, pht trin sn xut vmarketing m rng th tr-ng, pht trin sn xut vtiu th sn phm, ttiu th sn phm, tng thu nhp quc dn t sn xutng thu nhp quc dn t sn xutnng nghipnng nghip


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Ch-ng 2Ch-ng 2

H thng sn xut thc phmH thng sn xut thc phm

2.12.1 Ba hthng trong sn xut thc phmBa hthng trong sn xut thc phm2.1.12.1.1 -- HthngHthngnng nghipnng nghipsn xut nguynsn xut nguyn

liu c bn cho chbin thc phm (trng trt,liu c bn cho chbin thc phm (trng trt,chchn nui, nui trng v nh bt thu sn)n nui, nui trng v nh bt thu sn)2.1.22.1.2 -- Hthng cng nghipHthng cng nghipsn xutsn xutthcthc

phmphm2.1.32.1.3 -- HthngHthngthng mithng mitiu th sn phmtiu th sn phmthc phmthc phm


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Ba h thng trong sn xut thc phmBa h thng trong sn xut thc phm

11 -- Nng nghipNng nghip

33 -- Thng miThng mi 22 -- Cng nghipCng nghip


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2.1.12.1.1 -- Hthng nHthng n ng nghing nghipp

H thng nng nghip bao gm cc lnh vc:H thng nng nghip bao gm cc lnh vc:-- Trng trtTrng trt

-- Chn nui gia sc, gia cmChn nui gia sc, gia cm-- nh bt v nui trng thu snnh bt v nui trng thu sn

H thng nng nghip cung cp nguyn liu c giH thng nng nghip cung cp nguyn liu c gi

tr dinh dng sn xut thc phm lm thc ntr dinh dng sn xut thc phm lm thc ncho con ngi v cho vt nuicho con ngi v cho vt nui


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2.1.22.1.2 -- Hthng cng nghipHthng cng nghip

H thng cng nghip bao gm cc lnh vc:H thng cng nghip bao gm cc lnh vc:-- Cng ngh sau thu hochCng ngh sau thu hoch

-- Cng nghip sn xut cc sn phm thc phmCng nghip sn xut cc sn phm thc phm-- Cng nghip ng gi, bo qun v d tr nngCng nghip ng gi, bo qun v d tr nngsnsn-- thc phmthc phm


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2.1.32.1.3 -- HthngHthngthng mithng mi

H thng thng mi bao gm cc lnh vc:H thng thng mi bao gm cc lnh vc:

-- Vn chuyn v bo qun thc phm hng hoVn chuyn v bo qun thc phm hng ho-- Phn phi thc phm hng ho n tay ngi tiPhn phi thc phm hng ho n tay ngi tidng thng qua cc knh phn phi ni a hocdng thng qua cc knh phn phi ni a hocquc tquc t


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2.22.2 -- Mi t-ng quan giMi t-ng quan gia 3a 3trong hthng sn xut thc phmtrong hthng sn xut thc phm

-- Lun lun c tn ti s tng tc 3 h thng mLun lun c tn ti s tng tc 3 h thng m

cch hu c.cch hu c.-- S pht trin ca h thng ny l tin cho sS pht trin ca h thng ny l tin cho s pht trin ca h thng kia pht trin ca h thng kia-- S suy gim ca h thng ny l nguyn nhnS suy gim ca h thng ny l nguyn nhnlm cho h thng kia khng pht trinlm cho h thng kia khng pht trin


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2.32.3 H thng sn xut thc phm trong n-cH thng sn xut thc phm trong n-c

-- V i mc ch cung cp sn phmV i mc ch cung cp sn phmthc phmthc phm

thit yu cho ng-i tiu dng ni athit yu cho ng-i tiu dng ni a-- m bo an ninh quc gia v lng thc v thcm bo an ninh quc gia v lng thc v thc phm phm-- m bo nhu cu dinh dng cho nhn dnm bo nhu cu dinh dng cho nhn dn


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2.42.4 -- Hthng sn xut thc phm trong miHthng sn xut thc phm trong mitr-ng ton cu hotr-ng ton cu ho

-- Mi vng t c th mnh ring trong vic pht trin nhMi vng t c th mnh ring trong vic pht trin nhlnh vc nht nh trong h thng nng nghip v th lnh vc nht nh trong h thng nng nghip v th to ra nhng sn vt m ni khc khng c hoc nu c tto ra nhng sn vt m ni khc khng c hoc nu c tcht lng thp hn hoc gi thnh cao hncht lng thp hn hoc gi thnh cao hn

-- Kinh t th gii khng cn trong th t cung t cp mKinh t th gii khng cn trong th t cung t cp mmang tnh ton cu nn sn phm thc phm cng mangmang tnh ton cu nn sn phm thc phm cng mangtnh ton cu,tnh ton cu,

-- SS giao thng sn phm thc phm trn ton cu to ra sgiao thng sn phm thc phm trn ton cu to ra schuyn bin mnh m trong h thng thc phmchuyn bin mnh m trong h thng thc phm


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2.52.5 S hS hnh thnh h thng sn xut thc phmnh thnh h thng sn xut thc phm

da trn mi t-ng quan gida trn mi t-ng quan gi a nhu cu tiu th thca nhu cu tiu th thcphm v kh nphm v kh nng sn xut thc phmng sn xut thc phm

2 vn mi ca thc phm th gii:2 vn mi ca thc phm th gii:

-- Th gii lun lun trong tnh trng thiu thcTh gii lun lun trong tnh trng thiu thc phm phm-- Th gii thng xuyn ng trc nguy c bngTh gii thng xuyn ng trc nguy c bng

n gi thc phm do s mu thun gia cung vn gi thc phm do s mu thun gia cung vcu, gia nng lc sn xut thc phm v s giacu, gia nng lc sn xut thc phm v s giatng dn s, do thin tai .v.v.tng dn s, do thin tai .v.v.


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Thiu lng thc, thc phm ang de do cuc sng ca hngtriu ngi cc nc chm pht trin trn th gii


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Ch-ng 3Ch-ng 3

Ng-i tiu dng thc phmNg-i tiu dng thc phm

3.13.1 Phn loi khch hng tiu th thc phmPhn loi khch hng tiu th thc phm Khch hng ln tiu th thc phm : cc doanh nghipKhch hng ln tiu th thc phm : cc doanh nghip

s dng thc phm vi t- cch l nguyn liu ch s dng thc phm vi t- cch l nguyn liu ch bin thnh cc sn phm thc phm khcbin thnh cc sn phm thc phm khc

Khch hng nh tiu th thc phm : h gia Khch hng nh tiu th thc phm : h gia nh v cnh v cnhn ng-i tiu dngnhn ng-i tiu dng

Khch hng n-c ngoiKhch hng n-c ngoi Khch hng trong n-cKhch hng trong n-c


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3.23.2 Cc yu t nh h-ng n s bin ng trongCc yu t nh h-ng n s bin ng trongtiu th thc phmtiu th thc phm

-- S bin ng ca nn kinh tquc dn ( tS bin ng ca nn kinh tquc dn ( tng tr-ngng tr-ng

hoc suy tho i)hoc suy tho i)-- Cc yu t vdn tc, vCc yu t vdn tc, vn ho , x hi, gio dc ,n ho , x hi, gio dc ,tn giotn gio

-- Cc yu t v thu nhp quc dn v thu nhp caCc yu t v thu nhp quc dn v thu nhp cacc tng lp dn c- trong x hicc tng lp dn c- trong x hi


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-- Cc yu t vgi i tnh, la tui, tCc yu t vgi i tnh, la tui, tnh trng sc kho nh trng sc kho

cng ng,cng ng,-- Cc yu t v thi quen, truyn thng v s thchCc yu t v thi quen, truyn thng v s thchkhu vckhu vc

-- Cc yu t v ngun li t nhin v kh nCc yu t v ngun li t nhin v kh nng cungng cungcp thc phm ti chcp thc phm ti ch


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-- Cc yu t v lin kt kinh t khu vc v kinh tCc yu t v lin kt kinh t khu vc v kinh t

ton cuton cu-- S pht trin ca cng ngh v thc phm thay th S pht trin ca cng ngh v thc phm thay th -- Cc yu t khcCc yu t khc


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3.33.3 Cch ng x ca khch hngCch ng x ca khch hngtiu th thc phmtiu th thc phm

Thi ca ng-i tiu dng. ng c v s hiuThi ca ng-i tiu dng. ng c v s hiu

bitbit Qu trQu trnh quyt nh tiu th thc phm v s nh quyt nh tiu th thc phm v s hhnh thnh thi quennh thnh thi quen


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Ch-ng 4Ch-ng 4Mi quan tm ca ng-i tiu dngMi quan tm ca ng-i tiu dng

i vi thc phm i vi thc phm

4.14.1 Quan tm v gi tr dinh d-ng ca thc phmQuan tm v gi tr dinh d-ng ca thc phm Nhu cu dinh d-ng ca ng-i tiu dngNhu cu dinh d-ng ca ng-i tiu dng

Mi quan tm v dinh d-ng ca tng loiMi quan tm v dinh d-ng ca tng loing-i tiu dngng-i tiu dng S la chon thc phm theo nhu cu dinh d-ngS la chon thc phm theo nhu cu dinh d-ng

Thc phm chc nThc phm chc nng v sc kho ca tng ing v sc kho ca tng it-ng ng-i tiu dngt-ng ng-i tiu dng


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Ch-ng 4Ch-ng 4

Mi quan tm ca ng-i tiu dngMi quan tm ca ng-i tiu dng

i vi thc phm i vi thc phm4.24.2 Quan tm v cht l-ng v sinh an ton thcQuan tm v cht l-ng v sinh an ton thcphmphm An ton v sinh hcAn ton v sinh hc An ton v ho hc v vt l hcAn ton v ho hc v vt l hc4.34.3 -- Quan tm v cht l-ng thc phmQuan tm v cht l-ng thc phm Cht l-ng thc phm theo cc ch tiu cmCht l-ng thc phm theo cc ch tiu cm

quan (m i, v, mu sc)quan (m i, v, mu sc)

Cht l-ng thc phm theo cc ch tiu kchCht l-ng thc phm theo cc ch tiu kchth-c, hth-c, h nh dng, trng th i ca thc phmnh dng, trng thi ca thc phm Cht l-ng bao bCht l-ng bao bthc phmthc phm Cht l-ng theo tui th ca thc phmCht l-ng theo tui th ca thc phm


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Ch-ng 4Ch-ng 4


i v i thc phm i v i thc phm

4.44.4 -- Quan tm vtnh tin dng ca thc phmQuan tm vtnh tin dng ca thc phm Tnh tin dng khi l-u trTnh tin dng khi l-u trv bo qunv bo qun

thc phmthc phm Tnh tin dng khi s dngTnh tin dng khi s dng


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Ch-ng 4Ch-ng 4


i v i thc phm i v i thc phm

4.54.5 Quan tm v x hi v mi tr-ngQuan tm v x hi v mi tr-ng

-- S tiu th thc phm v vn mi tr-ngS tiu th thc phm v vn mi tr-ngsng ca cng ngsng ca cng ng-- Sn xut v tiu th thc phm vi vn xSn xut v tiu th thc phm vi vn x

hihi


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Ch-ng 5Ch-ng 5Ni dung v quy tri dung v quy trnh marketingnh marketing

trong kinh doanh thc phmtrong kinh doanh thc phm

5.15.1 Vai tr ca marketing trong kinh doanh thcVai tr ca marketing trong kinh doanh thc

phmphm-- Cc nh h-ng kinh doanh ca doanh nghipCc nh h-ng kinh doanh ca doanh nghipthc phmthc phm

-- Vai tr v v tr ca maketing trong hot ngVai tr v v tr ca maketing trong hot ngkinh doanh thc phmkinh doanh thc phm


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Ch-ng 5Ch-ng 5Ni dung v quy tri dung v quy trnh maketingnh maketing

trong kinh doanh thc phmtrong kinh doanh thc phm5.25.2 Cc khi nim c bn ca maketing thc phmCc khi nim c bn ca maketing thc phm- Marketing th c phml thc hincc hot ng

kinh doanh nhm hng vo dngvn chuyn hng ha v dch vt ngi sn xut tingitiu thhocngi s dng.(Theo hip himarketing ca M AMA nh ngha).

- Marketing thc phm l lm th no lin kt h

ha c 3 h thng: Nng nghip, Cng nghip,Thng mi v bn c sn phm.


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5.35.3 Ni dung v quy trNi dung v quy trnh marketing thc phmnh marketing thc phm


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Tho mn khch hng l bn phn v mc ch Tho mn khch hng l bn phn v mc ch ca mi nh hot ng kinh doanh... Khch ca mi nh hot ng kinh doanh... Khch hng khc nhau s c cch nhn nhn gi tr hng khc nhau s c cch nhn nhn gi tr ca sn phm khc nhau, v chi c h mi ca sn phm khc nhau, v chi c h mi bit m thi. Vic qun l khng c ngha l bit m thi. Vic qun l khng c ngha l bn c i tm cc cu tr li t pha khch bn c i tm cc cu tr li t pha khch hng m lun to ra h thng hng ti hng m lun to ra h thng hng ti

ngi tiu dng.ngi tiu dng.


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Cc hot ng th trng thc phm bt u din ra khiCc hot ng th trng thc phm bt u din ra khinhng tin b cng ngh gip ngi nng dn c thnhng tin b cng ngh gip ngi nng dn c thtrng trt, gip ng dn c th nh bt c vi mc sntrng trt, gip ng dn c th nh bt c vi mc snlng vt ch tiu.lng vt ch tiu.Sn xutSn xutthc phm t xa n nay vn lun lthc phm t xa n nay vn lun lqu trqu trnhnhchuyn cc nguyn liu th, d hng ly t ng thc vtchuyn cc nguyn liu th, d hng ly t ng thc vtthnh cc loi thc phm ngon, giu cht dinh dng, gnthnh cc loi thc phm ngon, giu cht dinh dng, gnnh v d dng mang i khp ninh v d dng mang i khp niPPhi xc nh nhiu th trnghi xc nh nhiu th trngc bit l th tr-ngc bit l th tr-ng bn l bn l,,ang c quan tm nht i vi mt sn phm v t pang c quan tm nht i vi mt sn phm v t ptrin mt k hoch maketing t n th trng trin mt k hoch maketing t n th trng ..


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6.26.2 NhNhng nguyn tc c bnng nguyn tc c bn xy dng th-ng hiu xy dng th-ng hiu

-- Lin tc duy tri s n nh mc cht l-ng sLin tc duy tri s n nh mc cht l-ng sn phmn phm-- C mc cht l-ng caoC mc cht l-ng cao

-- SSn phm phn phm phi c gi bn t-ng ng vi mc cht lungi c gi bn t-ng ng vi mc cht lungv t-ng mg vi i t-ng tiu dngv t-ng mg vi i t-ng tiu dng

-- C ph-ng php tip cn khch hng hp l v trungC ph-ng php tip cn khch hng hp l v trungthcthc


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6.36.3 Tnh cht c bTnh cht c bn can cath-ong hiu sn phmth-ong hiu sn phm

Ba tnh cht ca th-ng hiuBa tnh cht ca th-ng hiu

-- Tnh khng gianTnh khng gian-- Tnh thi gianTnh thi gian-- Tnh t-ng thchTnh t-ng thch


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6.3.26.3.2 -- Th-ng hiu c tnh thi gianTh-ng hiu c tnh thi gianSSn phm c cht l-ng cng n nh v nng caon phm c cht l-ng cng n nh v nng cao

theo thi gian ththeo thi gian th

cng to ra s tin cy cucng to ra s tin cy cu ng-ing-itiu dng v stiu dng v sn phm cng sng lu. Nu sn phm cng sng lu. Nu snnphm b mt uy tn, cng c ngha l thi gian tnphm b mt uy tn, cng c ngha l thi gian tnti ca sti ca sn phm ngn v sn phm ngn v sn phm s bchtn phm s bcht


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6.3.36.3.3 -- Th-ng hiu c tnh t-ng thchTh-ng hiu c tnh t-ng thch

S t-ng thch giS t-ng thch gia cht l-ng v gi bn sa cht l-ng v gi bn snnphmphmGi bn ca sGi bn ca sn phm phn phm phiiph thuc vo iph thuc vo i

t-ng ng-i tiu dngt-ng ng-i tiu dng


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6.46.4 -- Gi tr ca th-ng hiu v nhGi tr ca th-ng hiu v nhngngnguyn tc duy trnguyn tc duy trvv

pht trin uy tn ca th-ng hiu thc phmpht trin uy tn ca th-ng hiu thc phm6.4.16.4.1 Gi tr ca th-ng hiuGi tr ca th-ng hiu-- L uy tn ca doanh nghip i vi ng-i tiu dngL uy tn ca doanh nghip i vi ng-i tiu dng-- Khng nh cht l-ng ca sn phmKhng nh cht l-ng ca sn phm-- L nim tin ca khch hng i vi sn phm c, angL nim tin ca khch hng i vi sn phm c, ang

c v s c ca doanh nghip do n c kh nc v s c ca doanh nghip do n c kh nng binng binng-i tiu dng thnh khch hng th-ng xuyn v lu ding-i tiu dng thnh khch hng th-ng xuyn v lu di i v i sn phm i v i sn phm

-- Nh c nim tin ca khch hng m s l-ng ng-i tiuNh c nim tin ca khch hng m s l-ng ng-i tiudng ngy cng tdng ngy cng t ng ln, to iu kin cho doanh nghipng ln, to iu kin cho doanh nghipcng c thm tnh thi gian v khng gian ca th-ng hiucng c thm tnh thi gian v khng gian ca th-ng hiu


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Ch-ng 7Ch-ng 7H thng tiu thH thng tiu th

sn phm thc phmsn phm thc phm


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7.17.1 Cu trc ca hthng tiu th thc phmCu trc ca hthng tiu th thc phm

7.1.1.7.1.1. -- Chc nChc nng ca hthng tiu th thc phmng ca hthng tiu th thc phm

-- Bn cht hot ngBn cht hot ngtiu th thc phmtiu th thc phml hot ng traol hot ng trao

i nhng sn phm gia cc c nhn hay t chci nhng sn phm gia cc c nhn hay t chc-- Th trng thc phm: Th trng thc phm c thTh trng thc phm: Th trng thc phm c thhiu l bao gm cc hot ng cn thit trong h thnhiu l bao gm cc hot ng cn thit trong h thnthc phm gip cho vic trao i hng ho v dch vthc phm gip cho vic trao i hng ho v dch vlin quan n thc phm nhm tho nhu cu v th hiulin quan n thc phm nhm tho nhu cu v th hiuca ngi tiu dng (c nhn hay t chc)ca ngi tiu dng (c nhn hay t chc)


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c im ca th trng thc phmc im ca th trng thc phm

-- Tt c mi ngi trn th gii u tham giaTt c mi ngi trn th gii u tham gia

vo hot ng mua bn thc phm.vo hot ng mua bn thc phm.-- Cc sn phm thc phm thng nhanh hngCc sn phm thc phm thng nhanh hngv cn c bn ra lin tc nn i hi phiv cn c bn ra lin tc nn i hi phic vic x l v kim k nhanh chngc vic x l v kim k nhanh chng


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7.1.27.1.2 -- nh gi hiu qu ca hthngnh gi hiu qu ca hthngtiu th thc phmtiu th thc phm

Hiu qu ca h thng tiu thu thc phm c nh giHiu qu ca h thng tiu thu thc phm c nh githeo cc tiu ch sau ytheo cc tiu ch sau y::

-- Tng sn lng sn phm c tiu th trong mt n vTng sn lng sn phm c tiu th trong mt n v

thi gian (thng, qu, nm, 5 nm)thi gian (thng, qu, nm, 5 nm)-- Th phn m sn phm t c (%)Th phn m sn phm t c (%)-- Khch hng thng xuynKhch hng thng xuyn-- Li nhun thu c trn mt n v vnLi nhun thu c trn mt n v vn-- Tn sut quay vng vn trong nmTn sut quay vng vn trong nm


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7.27.2 Tchc hthng tiu th thc phmTchc hthng tiu th thc phm

NhNhng nguyn tc c bn xy dng hthng tiu th thcng nguyn tc c bn xy dng hthng tiu th thcphmphm Cc yu t nh h-ng ti cu trc ca h thng tiu thCc yu t nh h-ng ti cu trc ca h thng tiu th

thc phmthc phm Mi quan h dc v ngang ca h thng tiu th thcMi quan h dc v ngang ca h thng tiu th thc

phmphm Thit k v qun l cc knh tiu th (bn bun v bnThit k v qun l cc knh tiu th (bn bun v bn

l )l )


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7.37.3 Bn l v cc dch v thc phmBn l v cc dch v thc phm

Tng quan v cng nghip bn l thc phm v dch vTng quan v cng nghip bn l thc phm v dch vthc phmthc phm

Cc gii php phn phiCc gii php phn phi Vn ton cu ho bn l v dch v thc phmVn ton cu ho bn l v dch v thc phm Cnh tranh v xu th trong bn l v dch v thc phmCnh tranh v xu th trong bn l v dch v thc phm


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Ch-ng 8Ch-ng 8

Sn xut thc phm v vn n xut thc phm v vn xy dng th tr-ng thc phmy dng th tr-ng thc phm


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8.18.1 Sn xut thc phmSn xut thc phm

Thc phm t-i sngThc phm t-i sng

Thc phm cng nghipThc phm cng nghip Vn ng gi, vn chuyn v h thng boVn ng gi, vn chuyn v h thng boqun thc phmqun thc phm


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8.38.3 Chin l-c th-ng hiuChin l-c th-ng hiutheo chu k sn phmtheo chu k sn phm

Khi nim vchu k sng ca sn phmKhi nim vchu k sng ca sn phm

Cc giai on ca chu k sn phm : giai onCc giai on ca chu k sn phm : giai onhhnh thnh sn phm mi, giai on tnh thnh sn phm mi, giai on tng tr-ng,ng tr-ng,giai on bgiai on bnh n, giai on suy thoi.nh n, giai on suy thoi.


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8.48.4 -- nh gi sn phm thc phmnh gi sn phm thc phm

ngha ca gi c trong marketing thc phmngha ca gi c trong marketing thc phm

Cc ph-ng thc nh gi sn phmCc ph-ng thc nh gi sn phm Chin l-c nh gi tng hpChin l-c nh gi tng hp Quy trQuy trnh nh gi sn phmnh nh gi sn phm

Mt s nguyn tc trong vic iu chnh gi bnMt s nguyn tc trong vic iu chnh gi bnbun v bn lbun v bn l


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8.58.5 NhNhng ri ro trong nh ging ri ro trong nh gisn phm thc phmsn phm thc phm

Ri ro vvt chtRi ro vvt cht

Ri ro v ti chnhRi ro v ti chnh Ri ro vgi cRi ro vgi c


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8.68.6 Pht trin th tr-ng t-ng laiPht trin th tr-ng t-ng lai

-- NhNhng nguyn tc tng nguyn tc tm kim th tr-ng trongm kim th tr-ng trong

t-ng lait-ng lai-- Xy dng th tr-ng mc tiu v pht trin thXy dng th tr-ng mc tiu v pht trin thphn c l i thcnh tranhphn c l i thcnh tranh


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9.19.1 Tnh cnh tranh quc t trong lnh vc th-ngTnh cnh tranh quc t trong lnh vc th-ngmi thc phmmi thc phm

-- Th-ng mi thc phm quc t tao ra s a dngTh-ng mi thc phm quc t tao ra s a dng

cho s la chncho s la chn-- Th-ng mi thc phm quc t ci thin tnhTh-ng mi thc phm quc t ci thin tnhcnh tranh ca hthng tiu th thc phmcnh tranh ca hthng tiu th thc phm

-- S giao l-u cng ngh v s tS giao l-u cng ngh v s tng c-ng hiu qung c-ng hiu quca hthng tiu th thc phmca hthng tiu th thc phm


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9.29.2 Phn tch cung cu trongPhn tch cung cu trongth-ng mi quc t th-ng mi quc t

Tnh c tr-ng ca cc sn phm thc phmTnh c tr-ng ca cc sn phm thc phm

theo v ngtheo v ng S trao i sn phm thc phm lin quan nS trao i sn phm thc phm lin quan ns trao i vs trao i vn ho v du lchn ho v du lch


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9.49.4 NhNhng ro cn trong h thngng ro cn trong h thngth-ng mi thc phm quc t th-ng mi thc phm quc t

-- Ro cn v k thutRo cn v k thut Ro cn v thu xut nhp khu v cc l ph Ro cn v thu xut nhp khu v cc l ph

Ro cn v tr gi nng nghipRo cn v tr gi nng nghip Ro cn v s bt ng giRo cn v s bt ng gia cc Chnh pha cc Chnh ph Cc bin php gim thiu cc ro cn trongCc bin php gim thiu cc ro cn trong

th-ng mi thc phm Quc t v thc phmth-ng mi thc phm Quc t v thc phm


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Ch-ng 10Ch-ng 10

Qun l v pht trinun l v pht trin

sn phm thc phmsn phm thc phm


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10.110.1 Qun l sn phmQun l sn phm

Thu thp thng tin trong n-c v th gii v thThu thp thng tin trong n-c v th gii v thtr-ng thc phmtr-ng thc phmCc thng tin t ng-i tiu dng v sn phm caCc thng tin t ng-i tiu dng v sn phm cadoanh nghipdoanh nghipQun l tuyn sn phm nQun l tuyn sn phm nQun l tuyn sn phm th pQun l tuyn sn phm th p iu chnh cc chnh s ch qun liu chnh cc chnh s ch qun l


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10.210.2 Pht trin sn phm m iPht trin sn phm m i

Nghin c- th tr-ng th cpNghin c- th tr-ng th cpNghin cu th tr-ng s cpNghin cu th tr-ng s cpTip cn hthng trong qu trTip cn hthng trong qu trnh ph t trin snnh pht trin snphm m iphm m iXy dng ph-ng n pht trin sn phm miXy dng ph-ng n pht trin sn phm mi

T chc sn xut v tiu th sn phm miT chc sn xut v tiu th sn phm miQun l qu trQun l qu trnh ph t trin sn phm m inh pht trin sn phm m i


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Ch-ng 11Ch-ng 11Xc tin thng mi cc snXc tin thng mi cc sn

phm thc phmphm thc phm


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11.1 Gii thiu11.1 Gii thiu

Bn cng c chnh s dng trong qung coBn cng c chnh s dng trong qung cohn hphn hp

11 -- QungQung coco:: ll vicvic aa rara cccc thngthng tintin bibi mtmthnghng qungqung coco cc quynquyn phtpht hnh,thnghnh,thngthngthng quaqua cccc phngphng tintin nhnh::TiTi vi,vi,i,i, bobo

22 -- PhtPht trintrin bnbn hnghng:: baobao gmgm phmphm vivi hothot ngngrngrng lnln nhnh:: bnbn hnghng trctrc tiptip titi siusiu thth vv cc

trngtrng byby hnghng mumu chocho khchkhch hnghng dngdngth,chuynth,chuyn hnghng theotheo ngng bubu inin hayhay ccccphiuphiu thngthng hinhin vtvt


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33 -- QuanQuan hh cngcng ngng:: baobao gmgm vicvicxyxy dngdng ttttmimiquanquan hh vivicccc cngcng tyty khc,khc, mm rngrng bibi vicvictt cc nhngnhng qungqungcoco thunthun li,li,xyxy dngdng nnnnmtmt hnh hnh tngtng tptp on on tttt ,, vv iuiu khinkhin hochocii trctrc ngnngn chnchn nhngnhng tintin nn ,nhng,nhng cucuchuynchuynhayhay s s kinkinkhngkhng cc lili..

44 -- BnBn hnghng trctrc tiptip:: ll s s giigii thiuthiu bngbng lilininitrongtrong cuccuc ii thoithoi vivi mtmt hochoc nhiunhiukhchkhch hnghngtimtim nngnng vivi mcmc chchbnbn hng,hng, mtmtcngcng cc quanquantrngtrng hnhn rtrt nhiunhiu chocho nhnh mymy snsn xutxut thcthcphmphmvv cccc nhnh snsn xutxut hnhnll chocho ngingibnbn ll..


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11.2. Xc tin sn phm11.2. Xc tin sn phmNhm to ra s ng h ca cc nh bn bun v nhngNhm to ra s ng h ca cc nh bn bun v nhngngi bn l sn phmngi bn l sn phmCc nh sn xut c th la chn chin lc cnh tranh bngCc nh sn xut c th la chn chin lc cnh tranh bngcch khuy ng nhu cu th trng qua sc y v sc htcch khuy ng nhu cu th trng qua sc y v sc ht

Bao gm:Bao gm:Chin lc thc yChin lc thc y : nhm to ra sc y i vi th trng: nhm to ra sc y i vi th trngtiu th thc phm, cc nh sn xut s dng:tiu th thc phm, cc nh sn xut s dng:-- Cc phng php qung co hng ho thc y snCc phng php qung co hng ho thc y sn

phm qua cc knh phn phiphm qua cc knh phn phi-- Khuyn khch v gi nhm thu ht ngi bn bun v ngiKhuyn khch v gi nhm thu ht ngi bn bun v ngi

bn l bun bn sn phm bn l bun bn sn phm


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Nh sn xut Nh sn xut Nh sn xut

Nh bn bun Nh bn bun Nh bn bun

Nh bn l Nh bn l Nh bn l

Ngi tiudng

Ngi tiudng

Ngi tiudng


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Chin lc thc yChin lc thc y

Gm:Gm:-- Chin lc thc y s phn phi hng haChin lc thc y s phn phi hng ha

-- Chin lc thc y s tiu th sn phmChin lc thc y s tiu th sn phm


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Chin lc thc y s tiu th sn phmChin lc thc y s tiu th sn phmL ngi sn xut y mnh tiu th tiL ngi sn xut y mnh tiu th tingingiphn phi v ngi bn lphn phi v ngi bn l

c thc hinc thc hintrc tiptrc tip n tng thnh vin can tng thnh vin cangun phn phingun phn phi

C th nhn cc hao ph thng mi v gi c nC th nhn cc hao ph thng mi v gi c nhng, hng ha min ph, hp tc qung co...hng, hng ha min ph, hp tc qung co...

L vic cn thit m bo thnh cng ca 1 nhnL vic cn thit m bo thnh cng ca 1 nhnhiuhiu


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Chin lc li koChin lc li ko

Gm:Gm:Li ko ngi tiu thLi ko ngi tiu th

Li ko s tiu th ca ngi tiu dngLi ko s tiu th ca ngi tiu dng


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Li ko ngi tiu thLi ko ngi tiu th

-- L c s ca chin lc thu htL c s ca chin lc thu ht

-- L vic m ngi sn xut gi trc tip nL vic m ngi sn xut gi trc tip nngi tiu th, b qua ngi bn lngi tiu th, b qua ngi bn l

-- L khuyn khch ngi tiu dng dng th L khuyn khch ngi tiu dng dng th hoc thng xuyn s dng sn phm.hoc thng xuyn s dng sn phm.


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Li ko s tiu th ca khch hngLi ko s tiu th ca khch hng

Cc phng thc li koCc phng thc li koCc nh sn xut s dng nhiu phng thcCc nh sn xut s dng nhiu phng thckhc nhau nh: gim gi, phiu muakhc nhau nh: gim gi, phiu muahng,phn thng, khuyn mi,...hng,phn thng, khuyn mi,...

Phng thc c hiu qu nht l: cho khchPhng thc c hiu qu nht l: cho khch

hng dng th cc sn phm qung bhng dng th cc sn phm qung bcch trnh by, mu sc, mi, v ...Tuy nhincch trnh by, mu sc, mi, v ...Tuy nhinrt t.rt t.


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Thc hin v kim sot+Mi quan h gia cng ty qung cov nh qung co+nh gi v cc phng tin lin lcv doanh s

Quyt ton ngn sch+ Kh nng+ % doanh thu

+ T xut cnh tranh ngang nhau

Trn cc phng tin truyn thng

+ Loi phng tin truyn thng

+ Thi gian+ Phm vi, mc

Chin lc sng to

+ La chn thng ip

+ Sc li cun ca thng ip+ Nghin cu vn ho, ngn ng

Cc vn cn gii quyt+ Ph bin nhn hng+ Hnh nh nhn hng+ Khuyn khch KH s dng ln u v tip tc mua+ Xy dng lng tin i vi khch hng


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Vn cn gii quyt Vn cn gii quyt

Phi to s khc bit v hnh nh ca mt hng Phi to s khc bit v hnh nh ca mt hng mt hng l c nht trong tm tr ngi tiumt hng l c nht trong tm tr ngi tiudngdngCc nh sn xut da vo nng lc sng to caCc nh sn xut da vo nng lc sng to camnh cn nhc a ra cc chnh sch chin lcmnh cn nhc a ra cc chnh sch chin lctrn cc phng tin thng tin i chng. Qua trn cc phng tin thng tin i chng. Qua cc sn phm trn th trng c c ch ngcc sn phm trn th trng c c ch ngvng chc v tng i bn luvng chc v tng i bn lu

Gim c marketting phi c s kho lo trong iuGim c marketting phi c s kho lo trong iuchnh gi cchnh gi c


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QUYT NH NGN SCHTrc khi qung co ngn sch chi cho qumg

co phi c xc lpTrn thc t iu kh khn l phi m bo:

+ Khng cho vic qung co nh hng ndoanh thu vnh hng n nhim v.

+ a ra mt cng thc d on chnh xc cckt qu ti mt mc nht nh ca cng qung

co.


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Quyt nh ngn sch da vo:Quyt nh ngn sch da vo:

T l doanh thuT l doanh thu

Kh nng v ti chnhKh nng v ti chnhT sut cnh tranh ngang nhauT sut cnh tranh ngang nhau


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Kh nng v ti chnh.

Rt nhiu cng ty, c bit l cc cng tynh s dng phng php kh nng v tichnh.

Phng php ny c ngha l h d thongn sch cho nhng vic m h ngh cng tyc th thc hin c .

Nhc im: quy m qung co thng bhn ch do ngn sch hu hn


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MC TIU V NHIM Vkhi hoch ton ngn sch

1. Xc nh cc mc tiu qung co v: thphn, tng trng doanh thu v ccmc tiu khc.

2. Xcnh cc nhim v cn phi thc hin hon thnhnhng mc tiu ny.Quyt nhcng tys phi chinhng g thc hin nhng mctiu ny. Ccnhim v skhc nhau tu thucvo mt s yu tnh:

+ Cc giai on trong chu k sng.+ Th phn .+ Cnh tranh v s hn lon .+ S phn bit cc sn phm .


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HOCH NH TRUYN THNGHOCH NH TRUYN THNG

-- LL vicvic lala chnchn cccc phngphng tintin truyntruyn thngthng::truyntruyn thanh,thanh, truyntruyn hnh,hnh, bobo ch ch ..vv thcthc hinhinchinchin dchdch qungqungcoco snsn phmphm

-- NiNi cchcch khckhc:: HochHoch nhnh truyntruyn thngthng ll binbinnhngnhng mcmc tiutiu caca doanhdoanh nghipnghipthnhthnh hothot ngngqungqungcoco

-- HochHoch nhnh truyntruyn thngthng hnghng titi mtmt lnglng lnlnkhchkhch hnghng timtim nngnng vivichichi ph ph thpthp nhtnht vv hiuhiuququ caocao nhtnht..


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Trng tm ca hoch nh truyn thngTrng tm ca hoch nh truyn thng

L cn bng gia tip cn v tn s L cn bng gia tip cn v tn s -- Tip cn: L tng s ngi m mt thng ipTip cn: L tng s ngi m mt thng ip

c giao ti (gin tip hoc trc tip)c giao ti (gin tip hoc trc tip)

-- Tn s: l s ln qung co c pht i trongTn s: l s ln qung co c pht i trongmt thi gian quy nh (thng l 1 tun)mt thi gian quy nh (thng l 1 tun)-- Tnh lin tc: thi gian m k hoch qung coTnh lin tc: thi gian m k hoch qung co

c gi tr.c gi tr.


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Cc th cho k hoch qung coCc th cho k hoch qung co

Lin tc Xung vung Bc thang

Time period Time periodTime period


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Dng lin tc: cung cp y mt mc qungDng lin tc: cung cp y mt mc qungco nht nh trong mt thi gian nhng vic duy trco nht nh trong mt thi gian nhng vic duy trmc tn s mt cch lin tc l cch gii quyt mtmc tn s mt cch lin tc l cch gii quyt mtcch cc k tn km.cch cc k tn km.

Kiu xung vung xut hin nhng khong trng Kiu xung vung xut hin nhng khong trng gia tng ng vi thc t l trong khong thi giangia tng ng vi thc t l trong khong thi gian khng thc hin chin dch qung co. khng thc hin chin dch qung co.

Kiu bc thang a dng v cc tn s ca cc loiKiu bc thang a dng v cc tn s ca cc loi

qung co nhng duy tr c mc ban u.qung co nhng duy tr c mc ban u.


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Chin lc sng toChin lc sng toThnhThnh phnphn chch yuyuchocho mtmt chngchngtrnhtrnh qungqungcoco ll ninidungdung thngthng ipip vv toto rara thngthng ipip bngbng cchcch nono

V V dd::HaiHai kiukiulili cuncunchnhchnh thngthng cc s s dngdng trongtrong tiptip thththcthc phmphm ll s s lili cuncun dada trntrn ll tr tr nh nh s s dinhdinhdngdng vv s s lili cuncun cmcm xcxc nh nh thcthc yy scsc muamuathngthng quaqua s s mongmong mun,mun, s s sshi,hi, saisai lmlm hochoc xuxu hh..

Vi Vi mtmt phpphp phnphn tchtch cc hh thngthng vv nini dungdung caca vicvicqungqung coco trntrn bo,bo, tptp ch ch vv tivi,tivi, mtmt tngtng hayhay vv s s miumiu tt cc th th chpchp nhnnhn cc caca vaivai trtr giigiitnh,tnh, vaivai trtrtuituitc,tc, vv th th cc trngtrnghnghng ngy,ngy, vv quanquan hh xx hihitrongtrongmimi qucqucgiagia ringring bitbitcc th th tt cc..


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Bn hng c nhnBn hng c nhn

S khc bit c bn gia bn hng c nhn v cc loi khcS khc bit c bn gia bn hng c nhn v cc loi khcca hot ng qung co l c nh hng ln nhau: ngica hot ng qung co l c nh hng ln nhau: ngicung cp v khch hng gp g nhau trn c s trc tip.cung cp v khch hng gp g nhau trn c s trc tip.Hai chc nng chnh ca ngi bn hng l gip khch hngHai chc nng chnh ca ngi bn hng l gip khch hngmua hng v cung cp kin phn hi t khch hng nmua hng v cung cp kin phn hi t khch hng ncng ty.cng ty.Bn hng c nhn ch c th c s dng khi n a raBn hng c nhn ch c th c s dng khi n a rac nhng li ch r rng khi so snh gia qung co hayc nhng li ch r rng khi so snh gia qung co hayxc tin bn hng.xc tin bn hng.Bn hng c nhn l mt phn ca tng th mi quan hBn hng c nhn l mt phn ca tng th mi quan hngi muangi mua-- ngi bn. Trong tip th cng nghip, mi quanngi bn. Trong tip th cng nghip, mi quan

h ny thng a dng, c bit i vi cc khon chi ph h ny thng a dng, c bit i vi cc khon chi ph ch yu.ch yu.


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Qu trnh qun l bn hngQu trnh qun l bn hng

Cc hot ng chnh ca qu trnhCc hot ng chnh ca qu trnh1. Xc inh vai tr c nhn trong hot ng xc tin qung1. Xc inh vai tr c nhn trong hot ng xc tin qungco v cng c mc tiu ca ngun lc bn hng.co v cng c mc tiu ca ngun lc bn hng.

2. Quyt nh qui m v c cu ca lc lng bn hng.2. Quyt nh qui m v c cu ca lc lng bn hng.

3. Chn ngi bn.3. Chn ngi bn.4. o to ngi bn.4. o to ngi bn.5. Quyt nh c s tr cng cho lc lng bn hng.5. Quyt nh c s tr cng cho lc lng bn hng.6. inh r t chc ca lc lng bn hng.6. inh r t chc ca lc lng bn hng.7. a ra nhng tiu chun thc hin.7. a ra nhng tiu chun thc hin.8. nh gi vic thc hin.8. nh gi vic thc hin.


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Vai Vai trtr caca lclc lnglngbnbn hnghng:: TrongTrong MarketingMarketing cngcngnghipnghip ngingi bnbn hnghng linlin ktkt nhnh snsn xutxut vivikhchkhch hnghng nh nh mtmt ngng dydy thngthng tintin:: t t nhnhsnsn xutxut titi khchkhch hnghng cc t t khchkhch hnghng nn nhnhsnsn xut,xut, duyduy trtr nhngnhngkhchkhch hnghng cngcng nghipnghipvvthcthc yy hothot ngngmuamua vv bnbn..

LcLc lnglngbnbn hnghng cc th th ccxyxy dngdng dada trntrn ccss aa li,li, cc sshnghng haha hochoc cc ss khchkhch hnghngMcMctiutiu caca ngunngun lclcbnbn hnghng ll mm bobo vicvictiutiu

thth lnglnghnghng hoho trongtrong tngtng khukhu vcvc xcxc nhnhvv mm bobo doanhdoanh s s bnbn rara vv lili nhunnhun theotheo k k hochhoch


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Tip th hng hoTip th hng ho

Qung co hng ha l nhm to ra thng tin vQung co hng ha l nhm to ra thng tin vnhng thuc tnh c bn ca sn phm ti nhngnhng thuc tnh c bn ca sn phm ti nhngkhch hng v s c nhm mc ch ko di nhukhch hng v s c nhm mc ch ko di nhu

cu v sn phm ca ngi tiu dngcu v sn phm ca ngi tiu dng..Mc ch cui cng ca bt k chng trnh qung coMc ch cui cng ca bt k chng trnh qung cono cng nhm ko di nhu cu v sn phm quano cng nhm ko di nhu cu v sn phm quavic thu ht nhng khch hng mi hoc ko divic thu ht nhng khch hng mi hoc ko di

thi gian s dng sn phm ca nhng khch hngthi gian s dng sn phm ca nhng khch hng c. c.


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Qung co hng ho v nhn hngQung co hng ho v nhn hngQung co hng ho v nhn hng c nhng ktQung co hng ho v nhn hng c nhng ktqu ng nht v thi ca khch hng,v s lqu ng nht v thi ca khch hng,v s ls thc y i vi c nhn cc nh qung co nhns thc y i vi c nhn cc nh qung co nhnhng xc tin qung co cc sn phm ca h,dohng xc tin qung co cc sn phm ca h,do nhng ngi bn h ng khc s c li m h nhng ngi bn h ng khc s c li m hkhng phi tr cho phn chi ph qung cokhng phi tr cho phn chi ph qung co

Cc sn phm c gi l hng ho th th qungCc sn phm c gi l hng ho th th qungco bi cc nhn hng trong trng hp ny c th co bi cc nhn hng trong trng hp ny c th di chuyn th phn nhng khng lm tng lng tiudi chuyn th phn nhng khng lm tng lng tiuth tng s.th tng s.Nn cng nghip cho thy qung co hng ho nnNn cng nghip cho thy qung co hng ho nnthng nht v nhn hng.N gi s ch ca khchthng nht v nhn hng.N gi s ch ca khchhng ti nhm sn phm v cc thuc tnh ca snhng ti nhm sn phm v cc thuc tnh ca snphm m n thng dng,khng nn c thng tinphm m n thng dng,khng nn c thng tintrn thng bo cho khch hng tin rng mt nhntrn thng bo cho khch hng tin rng mt nhnhng khc vi ci khchng khc vi ci khc


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Nhng li ch ca qung co hng haNhng li ch ca qung co hng ha

Qung cQung co ho hng hong ho vv ccc chng trc chng tr nh qung cnh qung coocc ttc ng tuyt i ln s bc ng tuyt i ln s bn hn hng, s gia tngng, s gia tng cc li ln cho cli ln cho cc nhc nh sn xut.sn xut.

Qung cQung co nhn ho nhn h ng cng nh lng cng nh l qung cqung co ho hngnghoho cc th lth lm tng nhu cu tng s i vi mtm tng nhu cu tng s i vi mtmt hmt hng vng v cc th b sung cho nhau.th b sung cho nhau.CCc t chc qung cc t chc qung co vo v bbn sn phm ngon sn phm ngoi trci trctip ltip lm tng nhu cu tiu th,nm tng nhu cu tiu th,n cn nh hng ticn nh hng ti

tc thay i trong sn xut vtc thay i trong sn xut v marketing.marketing.


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Trong qun l qung co, ngn sch l lng chi lnTrong qun l qung co, ngn sch l lng chi ln

c xc nh bng s tin bao nhiu m mt cngc xc nh bng s tin bao nhiu m mt cngty u t vo qung coty u t vo qung coT chc tiu th sn phm tn ti lm tng nhuT chc tiu th sn phm tn ti lm tng nhucu vi mt loi hng ho bng cch thu ht nhngcu vi mt loi hng ho bng cch thu ht nhngkhch hng mi v tng sc mua ca nhng khchkhch hng mi v tng sc mua ca nhng khchhng chng cKhi nim v sn phm ch bin v sn phm tiKhi nim v sn phm ch bin v sn phm tisng l quan trng trong vic hiu s nh hng casng l quan trng trong vic hiu s nh hng caqung co n sn phmqung co n sn phmQung co c th c nh hng tt vo hiu sutQung co c th c nh hng tt vo hiu sutbn hng to ra li nhun cho nh sn xut cngbn hng to ra li nhun cho nh sn xut cngvi nhn hng ho ca sn phmvi nhn hng ho ca sn phm


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V d V d

Nm 1994, tr hng tri cy, nc c ga, sn phmNm 1994, tr hng tri cy, nc c ga, sn phmpha ch vi nhng ci ten huyn b nh pha ch vi nhng ci ten huyn b nh s hi nhp s hi nhp tri cytri cy vv dt do cm xc du t dt do cm xc du t y tr thnhy tr thnhthch th trong cng nghip nc gii kht M.thch th trong cng nghip nc gii kht M.Nhng thng hiu nh Fruittopia Real FruitNhng thng hiu nh Fruittopia Real FruitBeverage, Fruit Box Fruit Drink, v Nestea (caBeverage, Fruit Box Fruit Drink, v Nestea (caCocaCoca--Cola) cng c m rng ti Ne Zealand nmCola) cng c m rng ti Ne Zealand nm1995, v c mt trong nhng gi hang lnh trong1995, v c mt trong nhng gi hang lnh trong

ca hng. Nhng ung thi i mi ny xut hica hng. Nhng ung thi i mi ny xut hito ln chin thng ln ca Marketing trong thpto ln chin thng ln ca Marketing trong thpnin.nin.

Hoa K Coca Hoa K CocaCola tr thnh thc ungCola tr thnh thc ung


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Hoa K, Coca Hoa K, Coca--Cola tr thnh thc ungCola tr thnh thc ungthi thng, Fruitoria vo u nm 1994 vthi thng, Fruitoria vo u nm 1994 v u t 30 triu dolar vo m rng v hon u t 30 triu dolar vo m rng v honthin hnh nh vi hnh nh sng ng vthin hnh nh vi hnh nh sng ng vnhng khu hiu ton cu nh Fruitoria: chonhng khu hiu ton cu nh Fruitoria: chotr tu, con ngi v hnh tinh. Tuy nhintr tu, con ngi v hnh tinh. Tuy nhin

bn hng ch t 60 triu dollar nm u tin,bn hng ch t 60 triu dollar nm u tin,thay v d on 400 triu dollar. Thng 10,thay v d on 400 triu dollar. Thng 10,nm 1995, tp ch Wall Stress bo conm 1995, tp ch Wall Stress bo corng vic tiu th ang tht bi v thngrng vic tiu th ang tht bi v thng

ln vo h 1995 l Mountain Dew v Cocaln vo h 1995 l Mountain Dew v Coca--Cola truyn thng.Cola truyn thng.


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11 511 5 Kh i i tiKh i i ti


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11.511.5 -- Khi nim v xc tinKhi nim v xc tinth-ng mi thc phmth-ng mi thc phm

oo Bn cht ca xc tin th-ong mi hn hpBn cht ca xc tin th-ong mi hn hpoo Cc mi lin htrong qu trCc mi lin htrong qu trnh truyn thngnh truyn thng

C b ti h h h t C b ti h h h t


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Cc b-c tin hnh hot ngCc b-c tin hnh hot ngxc tin th-ng mixc tin th-ng mi

-- Chun b c s vt cht trong n-cChun b c s vt cht trong n-c-- Tip cn vi khch hngTip cn vi khch hng


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Qung co v tuyn truynQung co v tuyn truyn

Xy dng chin l-c qung co v tuyn truynXy dng chin l-c qung co v tuyn truynth-ng hiu, nhn hiu v sn phmth-ng hiu, nhn hiu v sn phm

La chn cc ph-ng tin dng trong qung co vLa chn cc ph-ng tin dng trong qung co v

tuyn truyntuyn truyn Nghin cu tm l khch hng, la chon ni dungNghin cu tm l khch hng, la chon ni dung

v hv hnh thc qung co v tuyn truynnh thc qung co v tuyn truyn Kinh ph dnh cho qung co v tuyn truynKinh ph dnh cho qung co v tuyn truyn nh gi hiu qa ca qu trnh gi hiu qa ca qu trnh qung co vnh qung co v

tuyn truyntuyn truyn

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