Download - c6 - Chien Luoc San Pham
-
8/9/2019 c6 - Chien Luoc San Pham
1/30
Th.S Dinh Tien Minh 1
CHNG 6CHNG 6CHNG 6
CHIEN LC SAN PHAMCHIEN LC SAN PHAM(Product Strategy)(Product Strategy)
Th.S Dinh Tien Minh 2
Muc tieu chng 61. Ch ra tam quan trong cua san pham va
chien lc san pham trong kinh doanh.
2. Trnh bay mot so chien lc san pham
ien hnh.
3. Gii thieu ve nghien cu chu ky song
cua mot san pham va tien trnh phattrien mot san pham mi.
-
8/9/2019 c6 - Chien Luoc San Pham
2/30
Th.S Dinh Tien Minh 3
6.1 Khai quat ve san pham theo quaniem marketing
6.1.1 San pham Khai niem San pham la bat c th g co the a vao th
trng e at c s chu y, mua ban, s dung
hoac tieu thu, co kha nang thoa man c mot
c muon hay mot nhu cau. Mot san pham co the la vat pham, dch vu, ytng hay a iem.
Th.S Dinh Tien Minh 4
Trang b
Giaohang& tndung
Bao hanh
Dchvu sau
khimua
San phamgia tang
San phamthc te
San phamcot loi
Bao b
aciem
Nhanhieu
Chatlng
Kieu
dang
Li ch c
ban
San phamtiem nang
-
8/9/2019 c6 - Chien Luoc San Pham
3/30
Th.S Dinh Tien Minh 5
Chc nang ma khach hang mong i khi
ho mua san pham e giai quyet mot nhu caucua mnh c goi la san pham c ban. Cac bo phan cau thanh san pham phoi hplai nham chuyen tai li ch cua san pham cban cho khach hang goi la san pham cu the. Tat ca cac li ch va dch vu c capthem, cho phep phan biet san pham cua motcong ty nay vi cac cong ty khac goi la san
pham gia tang.
Th.S Dinh Tien Minh 6
Phan loai Tuy theo muc ch s dung: hang tieu dung vahang t lieu san xuat. Tuy theo thi gian s dung: hang ben vahang mau hong. Tuy theo ac iem cau tao: san pham huhnh va dch vu. Tuy theo hanh vi tieu dung cua cac loai hang:
hang thuan tien (thiet yeu, ngau hng, capthiet), hang shopping (mua co suy ngh), hangac biet (oc ao).
-
8/9/2019 c6 - Chien Luoc San Pham
4/30
Th.S Dinh Tien Minh 7
Th.S Dinh Tien Minh 8
ac tnh cua san pham ac tnh k thuat, l hoa: gom cong thc, thanh
phan vat lieu, kieu dang, mau sac, c kho
ac tnh s dung gom thi gian s dung, tnh
ac thu, o ben, an toan, hieu nang ac tnh tam ly: gom ve ep, ve tre trung, s
thoai mai, s vng chac. ac tnh ket hp: gom gia ca, nhan hieu, s
ong goi, ten goi, cac dch vu
-
8/9/2019 c6 - Chien Luoc San Pham
5/30
Th.S Dinh Tien Minh 9
6.1.2 Nhan hieu Khai niem
Nhan hieu la mot thuoc tnh quan trong cua san
pham. No co the la ten goi, kieu dang, bieu tng,
hoac bat c ac iem nao cho phep phan biet san
pham cua nha cung cap nay vi san pham cua nha
cung cap khac.
Th.S Dinh Tien Minh 10
What is branding ?
Branding means the use of a name, term, symbol, or
designor a combination of theseto identify a product.
It includes the use of brand names, trademarks, and
practically all other means of product identification
Brand name has a narrower meaning. A brand name
is a word, letter, or a group of words or letters. Examples
include Blockbuster Video, WD-40, 3M Post-its, and
IBM ValuePoint computers. Trademark is a legal term. A trademark includes
only those words, symbols, or marks that are legally
registered for use by a single company.
So u
rce:Mu
ltimediaB
usin
essLi b
rary-1997TheMc G
raw-Hi l
lCompan
ies.
-
8/9/2019 c6 - Chien Luoc San Pham
6/30
Th.S Dinh Tien Minh 11
Nhan hieu co cac chc nang sau Chc nang thc tien: cho phep ghi nh de dang ket
qua cua qua trnh la chon trc ay, nh o giupngi tieu thu co the tm lai c nhanh chong cacnhan hieu ma ho cho la thch hp. Chc nang bao am: oi vi ngi tieu thu, motnhan hieu quen thuoc la s am bao cho mot chatlng tot nhat. Chc nang ca the hoa: khi ngi tieu thu la chonmot nhan hieu nao o tc la khang nh net oc ao,
nhan cach cua ho.
Th.S Dinh Tien Minh 12
Chc nang tao s vui thch: ngi tieu thu camthay vui thch khi c chon la tha ho trong nhieusan pham co nhan hieu a dang. Chc nang chuyen biet: khi nhan hieu phan anhmot hnh dang oc nhat cac ac trng cua san pham,v du nhan hieu xe hi thng la con thu, ngoi sao,dong song, con chim e ch s di chuyen nhanh. Chc nang de phan biet: khi nhan hieu la iem duy
nhat e ngi tieu thu bam vao trong viec chon muasan pham, o la nhng san pham co mau sac giongnhau rat kho phan biet bang mat
-
8/9/2019 c6 - Chien Luoc San Pham
7/30
Th.S Dinh Tien Minh 13
Quyet nh ve quan he ho hang cua nhan hieu
Ten nhan hieu rieng biet (P&G).
Ten nhan hieu thong nhat cho tat ca cac loai hang
hoa (GE).
Ten nhan hieu tap the cho ho hang hoa.
Ten thng mai cua cong ty ket hp vi nhan hieu
rieng biet (Kellog rice cryspies, Kellog raisin).
Th.S Dinh Tien Minh 14
The following conditions are favorable to successfulbranding:
1. The product is easy to identify by brand or trademark.
2. The product quality is the best value for the price. And the
quality is easy to maintain.
3. Dependable and widespread availability is possible. When
customers start using a brand, they want to be able to
continue using it.
4. The demand for the general product class is large.
5. The demand is strong enough so that the market price can be
high enough to make the branding effort profitable.
6. There are economies of scale. If the branding is really
successful, costs should drop and profits should increase.
7. Favorable shelf locations or display space in stores will help.
This is something retailers can control when they brand their
own products. Producers must use aggressive salespeople to
get favorable positions.
So u
rce:Mu
ltimediaB
usin
essLi b
rary-1997TheMc G
raw-Hi l
lCompan
ies.
-
8/9/2019 c6 - Chien Luoc San Pham
8/30
Th.S Dinh Tien Minh 15
Characteristics of a Good Brand Name :1. Short and simple2. Easy to spell and read3. Easy to recognize and remember4. Easy to pronounce5. Can be pronounced in only one way6. Can be pronounced in all languages7. Suggestive of product benefits8. Adaptive to packaging/labeling needs9. No undesirable imagery10. Always timely (does not get out-of-date)11. Adaptable to any advertising medium
12. Legally available for use (not in use byanother firm)
So u
rce:Mu lti
mediaB
usinessLi b
rary-1997TheMc G
raw-H
i llCompan
ies.
Th.S Dinh Tien Minh 16
6.1.3 Bao b ong goi Khai niem
Bao b la viec thiet ke va san xuat vat dung
cha ng san pham. No ngay cang tr nen mot
cong cu marketing quan trong.
Bao b bao gom 3 lp: Lp trong la lp trc tiep
cha ng hang hoa. Bao goi ngoai dung bao ve
lp trong. Va bao b van chuyen e bao quan va
van chuyen hang hoa.
-
8/9/2019 c6 - Chien Luoc San Pham
9/30
Th.S Dinh Tien Minh 17
Bao b tot se:
Bao boc va bao ve c san pham.
Thu hut c s chu y. Phan anh c noi dung ben trong.
ay nhanh viec ban san pham.
De ong goi, van chuyen thong qua cac
kenh phan phoi.
Phu hp vi cac yeu cau va quan tam ve
moi trng.
Th.S Dinh Tien Minh 18
6.1.4 Nhng quyet nh ve dch vu oi vi
khach hang: Quyet nh ve he thong dch vu tong hp
Cho hng tn dung, ieu kien giao hang
Bao hanh
Sa cha khong mat tien
Cho th mien ph
Lap rap, hieu chnh san pham Hng dan cach s dung san pham
-
8/9/2019 c6 - Chien Luoc San Pham
10/30
Th.S Dinh Tien Minh 19
Quyet nh ve mc o dch vu (khoi lng va chat
lng). Quyet nh ve hnh thc lam dch vu. Cung cap dch vu sa cha tivi mien ph 1 namke t ngay mua. Ban hp ong ve phuc vu cho mot cong ty khac. Khong lam dch vu sa cha va e cho cac thsa cha phuc vu. Bo phan lam dch vu phuc vu khach hang.
Th.S Dinh Tien Minh 20
6.2 Chien lc san pham6.2.1 Cac khai niem Dong san pham (product-line): la mot nhomnhng san pham co lien he mat thiet vi nhau biv chung thc hien mot chc nang tng t, cban cho cung mot nhom khach hang qua cung motkenh nh nhau hay tao ra mot khung gia cu the. Tap hp san pham (product-mix): la tong hp
nhng dong san pham va mon hang ma mot ngiban cu the a ra e ban cho nhng ngi mua.
-
8/9/2019 c6 - Chien Luoc San Pham
11/30
Th.S Dinh Tien Minh 21
Chien lc san pham la tong the cac nh
hng, cac nguyen tac va cac bien phap thc hientrong viec xac lap mot tap hp san pham bao gom
cac dong san pham va cac mon hang (product item)
sao cho phu hp vi tng th trng va phu hp vi
tng giai oan khac nhau trong chu k song cua
san pham o.
Th.S Dinh Tien Minh 22
6.2.2 Cac chien lc san pham Chien lc dong san pham Chien lc tap hp san pham Chien lc cho tng san pham cu the
Product lines
Product item
Product item
Product item
Product item
Product item
Product item
Product item
Product item
Product item
Product-mix
-
8/9/2019 c6 - Chien Luoc San Pham
12/30
Th.S Dinh Tien Minh 23
BOT GIAT KEM ANH RANG XA BONG CUC KH MUI TA LOT CA PHEXAI MOT LAN
Ivory snow Gleem Ivory Secret Pampers Folger'sDreft Crest Camay Sure Luvs Instant folger's
Tide Lava High Point Instant
Joy Kirk's Folger's Flaked Coffee
Cheer Zest
\Oxydol Safeguard
Dash Coast
Cascade
Ivory liquid
Gain
Dawn
Era
Bold 3
Liquid tide
Solo
Chieu rong pho hang va chieu dai he hang cac san pham
P&G
Chieu rong pho hang
Chieudaiheh
ang
Th.S Dinh Tien Minh 24
Hair care
Deodorant
Oral care
-
8/9/2019 c6 - Chien Luoc San Pham
13/30
Th.S Dinh Tien Minh 25
Skin care
Prestige
Fragances
Tea
Th.S Dinh Tien Minh 26
STOP
ME
AND
BUY
ONE
In the 1920s, Wall's "W" logo was printed on cards anddistributed to families. Displaying the card in thewindow was a signal for the ice cream salesman tocall.
For many the slogan "Stop me and buy one", paintedon the front of Wall's ice cream delivery tricycles, is acherished childhood memory.
-
8/9/2019 c6 - Chien Luoc San Pham
14/30
Th.S Dinh Tien Minh 27
6.2.2.1. Chien lc dong san pham (Product-line strategy)Trong kinh doanh t co doanh nghiep nao ch co mot
san pham duy nhat ma thng co ca mot dong sanpham nh o giup doanh nghiep phan bo rui ro tothn. Chien lc thiet lap cac dong san phame viec kinh doanh an toan, co hieu qua, can thietlap cac dong san pham thch hp va tng bc cungco cac dong o ve chat cung nh ve lng e the lcdoanh nghiep ngay cang tang. Chien lc phat trien dong san phamChien lc phat trien dong san pham the hien bis phat trien cac mon hang trong cac dong sanpham o. Viec phat trien dong san pham co the thc
hien theo hai cach : dan rong va bo sung.
Th.S Dinh Tien Minh 28
Chien lc han che dong san phamTrong qua trnh kinh doanh, canh tranh tren thtrng chac chan doanh nghiep se phat hien ranhng dong san pham hay nhng san pham khongcon hieu qua na va phai nhanh chong t bo chunge don moi tiem lc phat huy nhng san pham hienang con co hieu qua. Chien lc cai tien dong san phamTrong chien lc nay, cac san pham hien co trong
dong san pham c sa oi t nhieu nh cai tien vehnh dang, c kho, vat lieu, mau sac, bao b, nhanhieu t o cung lam cho khach hang tieu dung nhieuhn.
-
8/9/2019 c6 - Chien Luoc San Pham
15/30
Th.S Dinh Tien Minh 29
Chien lc hien ai hoa dong san phamMuc ch cua chien lc nay la lam cho cac san
pham sat hp vi nhu cau ngay mot nang cao cua thtrng. e hien ai hoa dong san pham doanhnghiep nen ieu chnh tng phan v lam nh vay segiup tranh c kho khan ve mat tai chnh ongthi giup doanh nghiep nhan xet c phan ng cuakhach hang va cac trung gian oi vi mau ma mio trc khi thay oi ca dong san pham.
Th.S Dinh Tien Minh 30
6.2.2.2. Chien lc tap hp san pham(Product-mix strategy) Chien lc m rong tap hp san pham: chien lcnay c thc hien bang cach tang them cac dongsan pham mi thch hp . Chien lc keo dai cac dong san pham: trong mottap hp : chien lc nay c thc hien bang cachtang them so mat hang cho moi dong san pham taocho cong ty co c cac dong san pham hoan chnh . Chien lc tang chieu sau cua tap hp san pham:chien lc nay c thc hien bang cach tang so
mau bien the cua moi san pham nh thay oi kchc, mui v cho mot san pham. Chien lc tang giam tnh ong nhat cua tap hpsan pham: chien lc nay c thc hien tuy thuocdoanh nghiep muon co uy tn vng chac trong motlanh vc hay tham gia vao nhieu lnh vc khac nhau.
-
8/9/2019 c6 - Chien Luoc San Pham
16/30
Th.S Dinh Tien Minh 31
6.2.2.3. Chien lc cho tng san pham cuthe Chien lc thch ng san pham Nang cao chat lng san pham: Cai tien cong nghe Nang cao tay nghe Tm hieu nguon nguyen vat lieu Kiem ta chat che chat lng san pham
Ha gia ban hang: Phan tch gia tr Loai bo chi ph vo ch
Th.S Dinh Tien Minh 32
Chien lc oi mi san pham oi mi phan ng: c thc hien khi th trng co
san pham mi c tung ra. Muon thc hien c
chien lc nay can thoa man hai ieu kien:
Doanh nghiep phai co kha nang ve marketing.
Doanh nghiep phai co s mem deo ve c cau to
chc va san xuat.
oi mi chu ong: c thc hien khi th trng
cha co g thay oi nhng doanh nghiep muon tm
kiem mot mc phat trien cao hn.
-
8/9/2019 c6 - Chien Luoc San Pham
17/30
Th.S Dinh Tien Minh 33
Chien lc bat chc san pham
c thc hien khi doanh nghiep khong dam oi
mi v s rui ro.
S bat chc co the mang tnh chat oi mi.
Chien lc nay can c thc hien nhanh chong bi
le neu bat chc cham qua ch lam tang them s
ong hang hoa.
Th.S Dinh Tien Minh 34
Chien lc nh v san pham
Tao cho san pham mot v tr ac biet trong tam tr
ngi mua va khach hang tng lai.
Lam cho no c phan biet ro rang vi cac san
pham canh tranh.
-
8/9/2019 c6 - Chien Luoc San Pham
18/30
Th.S Dinh Tien Minh 35
6.3 Chien lc phat trien san pham miNguyen nhan dan en s that bai cua san pham mi:
Thiet ke san pham co loi va khong mang lai lich ma ngi ta mong i. Nha san xuat co the a anh gia qua cao tnhhnh th trng. Nha san xuat co the a anh gia thap mc ocanh tranh. Khuech trng san pham co the cha u manhe thu hut u so ngi mua. Khong hieu sau sac khach hang muc tieu, th
trng va oi thu canh tranh.Gia thanh co the cao hn d kien.
Th.S Dinh Tien Minh 36
6.3.1 Khai niem: San pham mi o la san pham c mot so
khach hang tiem nang cam nhan nh mi, no bao
gom san pham mi hoan toan, san pham cai tien,
san pham hoan chnh va san pham co nhan hieu
mi ma doanh nghiep phat trien.
-
8/9/2019 c6 - Chien Luoc San Pham
19/30
Th.S Dinh Tien Minh 37
6.3.2 Cac bc phat trien san pham mi:
Th.S Dinh Tien Minh 38
Tm ra ytngmi
Chon loc vaanh gia ytng mi
Phat trien &Th nghiemkhai niem
Phat trien va thnghiem san pham mi
Thng maihoa san pham
Hoach nh chienlc marketing
Phan tch vemat kinh doanh
-
8/9/2019 c6 - Chien Luoc San Pham
20/30
Th.S Dinh Tien Minh 39
B1: Tm ra y tng mi
Muc ch cua giai oan nay la tm ra nhng y
tng ve san pham mi cang nhieu cang tot. Nhng
y niem o co the xuat phat t khach hang, t nhng
chuyen i en ni nay ni khac, t quan sat oi thu
canh tranh, xem trien lam, phong trng bay, hay y
kien cua nhan vien doanh nghiep.
Th.S Dinh Tien Minh 40
B2: Chon loc va anh gia y tng mi Cong ty can tranh hai sai lam: Sai lam-BO (DROP-error) Sai lam-THEO (GO-error) Thong thng doanh nghiep rat an o gia nhieuy tng mi. Chon y tng nao ? Y tng nao se phuhp nhat vi chien lc cua doanh nghiep, vi tiemnang cua no ?
-
8/9/2019 c6 - Chien Luoc San Pham
21/30
Th.S Dinh Tien Minh 41
B3: Phat trien va th nghiem khai niem
Chuyen at mot y tng thanh nhng ngon t cho
khach hang hieu (mo ta kieu dang, mau sac, c kho,mui v, tnh nang s dung va gia ca san pham).
Th nghiem khai niem san pham nhom khach
hang thch hp ma cong ty ang muon hng en
bang cac cau hoi thch hp.
Th.S Dinh Tien Minh 42
Cau Hoi Chu Yeu Trong Mot Cuoc Th NghiemKhai Niem Ve Mot Xe Hi Chay Bang ien
1. Khai niem ve chiec xe hi ien nay co ro rang oi viban khong ?2. Ban thay xe hi ien co ch dung ro ret nao so vi xechay xang thong thng ?3. Ban thay nhng ieu noi ve kha nang hoat ong cuaxe hi ien co ang tin khong ?4. Xe hi ien co ap ng ung nhu cau cua ban khong ?5. Ban co the e ngh cai tien g ve ac iem cua xe ?6. Trong nha ban, ai nam vai tro quyet nh mua, va aise s dung xe nay ?
7. Theo y ban, gia mot chiec xe hi ien nen la baonhieu ?8. Ban co mua xe nay khong? (Dt khoat-co, co le-co, cole-khong, dt khoat-khong).
-
8/9/2019 c6 - Chien Luoc San Pham
22/30
Th.S Dinh Tien Minh 43
B4: Hoach nh chien lc marketing
Th nhat: mo ta quy mo, c cau, hanh vi cua th
trng muc tieu, d kien nh v va ban san pham,th phan va mc li nhuan mong i trong nam au.
Th hai: d kien gia san pham, chien lc phan
phoi va kinh ph marketing cho nam au tien.
Th ba: trnh bay ch tieu mc tieu thu va li
nhuan lau dai, va chien lc marketing-mix trong
thi gian o.
Th.S Dinh Tien Minh 44
B5: Phan tch ve mat kinh doanh c lng doanh so: anh gia xem doanh so co u cao e thu cmc lai thoa ang cho cong ty khong ? Nen khao sat qua trnh ban cua san pham tngt, va can ieu tra y kien cua th trng. c lng doanh so toi thieu va toi a, e bietc mc rui ro.Viec tien lieu doanh so tuy thuoc kha nhieu vao
loai san pham (mua mot lan, mua khong thngxuyen, hay mua thng xuyen). c lng chi ph va mc li.
-
8/9/2019 c6 - Chien Luoc San Pham
23/30
Th.S Dinh Tien Minh 45
B6: Phat trien va th nghiem san pham mi
Thc hien khai niem san pham.
Th nghiem cac yeu to gan lien vi san pham: Th nghiem ve mui.
Th nghiem ve gia ca.
Th nghiem ve ten goi.
Th nghiem ve ong goi.
Th nghiem ve xuc tien.
Th nghiem iem ban hang.
Th.S Dinh Tien Minh 46
B7: Thng mai hoa san pham Sau nhieu th nghiem cong ty i en quyetnh trien khai va kiem tra viec pho bien no eieu chnh nhng thong so khac nhau.
-
8/9/2019 c6 - Chien Luoc San Pham
24/30
-
8/9/2019 c6 - Chien Luoc San Pham
25/30
Th.S Dinh Tien Minh 49
Th.S Dinh Tien Minh 50
-
8/9/2019 c6 - Chien Luoc San Pham
26/30
Th.S Dinh Tien Minh 51
Th.S Dinh Tien Minh 52
INTRODUCTION GROWTH MATURITY DECLINE
A. Characteristics
Sales Low Growth Slow growth Decline
Profits Negligible Peak level Declining Low or Zero
Cash-flow Negative Moderate High Low
Customers Innovative Mass market Mass market Laggards
B. Responses
Strategic focus Expand market Market penetration Defend share Productivity
Market ing expendi ture High High (decl ining %) Fal ling Low
Marketing emphasis Product awareness Brand preference Brand loyalty Selective
Distribution Patchy Intensive Intensive Selective
Price High Lower Lowest Rising
C. Product Basic Improved Dif ferent ia ted Rationali sed
Implications and characteristics of product lifecycles
Source: The marketing digest. London: Heinemann, 1988.
-
8/9/2019 c6 - Chien Luoc San Pham
27/30
Th.S Dinh Tien Minh 53
6.4.1/ GIAI OAN M AU Khoi lng: Tieu thu tang mot cach cham chap doco nhieu ngi cha biet, cha co nhieu oi chng
trong viec tieu thu. San pham: Phai hieu chnh ky thuat va tang cngkiem tra chat lng san pham. Phan phoi: Co gii han, oc quyen hay chon loc,phu ph cao. Gia ca: Gia ht vang oi vi san pham oc ao, giatham nhap oi vi sf pho bien, gia khu vc, gia hanhat thi.Xuc tien:Xuc tien hieu biet ve san pham va nhngli ch cua no. u tien nham ti ngi tien phong vangi khuyen khch tieu dung. Phng tien ban hangca nhan hay tap mau catalogue.
Th.S Dinh Tien Minh 54
6.4.2/ GIAI OAN TANG TRNG Khoi lng: Tang len nhanh chong. San pham: San xuat hang loat, a dang hoa sanpham, tang cng cai tien ky thuat, tieu chuan hoasan pham e de dang m rong ban ra. Phan phoi: M rong va manh, ton kho d tr lnva nguon tiep te nhanh chong. Gia ca: Co xu hng giam nham m rong thtrng. S dung thang gia ca rong theo cac a bankhac nhau.Xuc tien: Tao s a thch cao nhat cua a so khachhang, s dung manh nhng phng tien thong tinai chung.
-
8/9/2019 c6 - Chien Luoc San Pham
28/30
Th.S Dinh Tien Minh 55
6.4.3/ GIAI OAN TRNG THANH Khoi lng: Tang cham lai v san pham a chau het khach hang tiem nang chap nhan. San pham: Phan biet san pham nham ap ngviec phan khuc th trng bang cach a dang hoanhan hieu va kieu dang. Phan phoi:Van con m rong va manh. Gia ca: Canh tranh manh ve gia, s co gian cheorat cao. V vay co xu hng i en thoa thuan ngamhoac cong khai gia nhng ngi ban chong lainhng ngi ban khac hay chong lai ngi mua.Xuc tien: Cung co long trung thanh oi vi nhanhieu bang cach s dung cac phng tien thong tinai chung hay tang cng thuyet phuc, khuyen mai.
Th.S Dinh Tien Minh 56
6.4.4/ GIAI OAN SUY THOAI Khoi lng: Giam, nguy c ton kho tangnhanh. San pham: Giam bt cac mat hang xet thaykhong con hieu qua. Phan phoi: Chon loc va chuyen mon hoa (thchien luat 20/80). Gia ca: Giam, oi khi tang gia va chi ph tangdo giam khoi lng san xuat.Xuc tien: Giam cac chi ph en t nhat.
-
8/9/2019 c6 - Chien Luoc San Pham
29/30
-
8/9/2019 c6 - Chien Luoc San Pham
30/30
Th.S Dinh Tien Minh 59
Cau hoi on tap (tt)5. Vai tro cua nhan hieu san pham, bao b va dch
vu khach hang trong kinh te th trng ? Chonhan xet ve chung oi vi cac san pham csan xuat va tieu dung nc ta ?
6. Gia tr cua mot nhan hieu san pham c xacnh da vao cai g ? Tai sao ngay nay ngi tacho rang nhng nhan hieu la yeu to c ban cuavon doanh nghiep ?
7. Cho biet u nhc iem cua tng chien lc sanpham, chien lc dong san pham va chien lctap hp san pham ?
8. Tai sao nhng oi mi san pham that s lai tco tren th trng ? o a hp ly cha ?