Chng 1: Bn cht ca MarketingMarketing ra i trong nn sn xut hng ho t bn ch ngha nhm gii quyt mu thun gia cung v cu. Xut pht t nc M, sau c truyn b dn dn sang cc nc khc. Vit Nam tip nhn v a vo ging dy mn hc Marketing ti cc trng hc vo cui nhng nm 80 u 90 khi nn kinh t ang chuyn sang c ch th trng. Hin nay, Marketing l mt mn hc bt buc trong cc chng trnh ngnh Qun tr kinh doanh....

Chng 1: Bn cht ca Marketing 1.1. VAI TR CA MARKETING o 1.1.1. S ra i ca Marketing o 1.1.2. Cc khi nim c bn ca Marketing o 1.1.3. Vai tr, chc nng ca Marketing trong doanh nghip

1.2. QUN TR MARKETING o 1.2.1. Th no l qun tr Marketing? o 1.2.2. Cc quan im qun tr Marketing o 1.2.3. Qun tr qu trnh MarketingCU HI N TP V THO LUN

1.1. VAI TR CA MARKETING 1.1.1. S ra i ca MarketingMarketing ra i trong nn sn xut hng ho t bn ch ngha nhm gii quyt mu thun gia cung v cu. Xut pht t nc M, sau c truyn b dn dn sang cc nc khc. Vit Nam tip nhn v a vo ging dy mn hc Marketing ti cc trng hc vo cui nhng nm 80 u 90 khi nn kinh t ang chuyn sang c ch th trng. Hin nay, Marketing l mt mn hc bt buc trong cc chng trnh ngnh Qun tr kinh doanh. Marketing l qu trnh tng kt thc tin sn xut kinh doanh trong mi trng cnh tranh v dn dn c khi qut ho v nng ln thnh l lun khoa hc. Do qu trnh sn xut hng ho pht trin, t ch lao ng th cng n lao ng c gii ho, sn xut hng lot ln, lng hng ho cung cp ngy cng nhiu dn ti vt nhu cu ca th trng. Mt khc, mi quan h gia ngi sn xut v ngi tiu dng ngy cng xa do xut hin cc trung gian phn phi khi quy m sn xut ngy cng ln. Do vy, ngi sn xut ngy cng t c c hi hiu r c mong mun ca khch hng. y l nhng nguyn nhn cn bn dn ti hng ho sn xut ra khng bn c v khng p ng nhu cu ca khch hng. Hon cnh ny buc cc nh sn xut phi tm ti cc phng php khc nhau tiu th hng ho. Mi khi phng php c khng gii quyt c vn t ra th li xut hin phng php mi thay th. Do vy, ni dung, phng php v t duy kinh doanh cng bin i thch nghi vi mi trng kinh doanh mi. T t duy kinh doanh "Bn nhng ci mnh c sn" trong iu kin cung nh hn cu, cc doanh nghip phi chuyn dn sang t duy "Bn ci m khch hng cn" khi cung vt cu v cnh tranh gia tng. chnh l t duy kinh doanh Marketing. thc hin c t duy "Bn ci m khch hng cn" th nh sn xut phi hiu rt r khch hng ca mnh qua cng tc nghin cu th trng. Do vy, doanh nghip phi tin hnh hot ng Marketing tt c cc giai on ca qu trnh sn xut, t khi nghin cu th trng nm bt nhu cu cho n c sau khi bn hng. 1

Marketing u tin c p dng trong cc doanh nghip sn xut hng ha tiu dng, ri sau chuyn sang cc doanh nghip sn xut hng cng nghip. V trong thp k gn y, Marketing xm nhp vo cc ngnh dch v v phi thng mi. T ch ch b hp trong lnh vc kinh doanh trong giai on u, sau Marketing cn xm nhp vo hu ht cc lnh vc khc nh chnh tr, o to, vn ho-x hi, th thao... Ngy nay, chng ta c th thy nhiu trng i hc quc t thc hin hng lot cc chng trnh truyn thng ti Vit Nam thu ht sinh vin Vit Nam theo hc. Thm ch, cc chng trnh "Sinh c k hoch" cng cn n s h tr ca Marketing nu mun thuyt phc c cng chng thc hin. Ngi ta phi tm hiu r cc nhm cng chng khc nhau nm c nhu cu mong mun ca h. Trn c s , cc chuyn gia vch ra ni dung ca chng trnh truyn thng sao cho thuyt phc c cng chng tin theo.

1.1.2. Cc khi nim c bn ca Marketing1) Marketing l g?a) Marketing theo ngha rng Marketing l hot ng c phm vi rt rng, do vy cn mt nh ngha rng. Bn cht ca Marketing l giao dch, trao i nhm mc ch tho mn nhu cu v mong mun ca con ngi. Do , hot ng Marketing xut hin bt k ni no khi mt n v x hi (c nhn hay t chc) c gng trao i ci g c gi tr vi mt n v x hi khc. T , chng ta c th a ra cc nh ngha Marketing theo ngha rng sau y: Marketing l cc hot ng c thit k to ra v thc y bt k s trao i no nhm tho mn nhng nhu cu v mong mun ca con ngi.

Bt k khi no ngi ta mun thuyt phc ai lm mt iu g, th tc l cc ch th thc hin hot ng Marketing. c th l Chnh ph thuyt phc dn chng thc hin sinh c k hoch, mt ng chnh tr thuyt phc c tri b phiu cho ng c vin ca mnh vo gh Tng thng, mt doanh nghip thuyt phc khch hng mua sn phm, hay bn thn bn thuyt phc cc ng nghip, bn b thc hin mt tng mi ca mnh...Nh vy, hot ng Marketing xy ra trong mi lnh vc i sng x hi, i vi cc doanh nghip, cc t chc phi li nhun cng nh c quan ng, Nh nc. Ch th Marketing c th l mt c nhn, mt doanh nghip, mt ng chnh tr, mt t chc phi li nhun, v c mt chnh ph. i tng c Marketing, c gi l sn phm c th l:

1. 2. 3. 4.

Mt hng ha: t Toyota Innova, s mi Vit Tin... Mt dch v: Mega Vnn, chuyn pht nhanh DHL, ngnh hc PR... Mt tng: phng chng HIV, sinh c k hoch Mt con ngi: ng c vin tng thng, ng c vin quc hi... 2

5. Mt a im: khu du lch Tun Chu, Sapa... 6. V c mt t nc: Vietnam Hiden Charme...i tng tip nhn cc chng trnh Marketing c th l ngi mua, ngi s dng, ngi nh hng, ngi quyt nh... b) Marketing theo ngha hp Marketing nh nh ngha trn y cp n vai tr ca n trong mt h thng kinh t - x hi rng ln. Tuy nhin, mc ch ca gio trnh ny l nghin cu v vn Marketing cho mt t chc ring bit trong h thng . T chc ny c th l mt mt doanh nghip, hoc mt t chc phi li nhun. Nh vy, chng ta cn mt nh ngha Marketing theo ngha hp hn. Marketing l mt h thng tng th cc hot ng ca t chc c thit k nhm hoch nh, t gi, xc tin v phn phi cc sn phm, dch v, tng p ng nhu cu ca th trng mc tiu v t c cc mc tiu ca t chc (theo Hip hi Marketing M - AMA). Ni ring, nu t chc thc hin Marketing l doanh nghip, chng ta c th tham kho mt nh ngha Marketing tiu biu sau y: Marketing l qu trnh qun l ca doanh nghip nhm pht hin ra nhu cu ca khch hng v p ng cc nhu cu mt cch c hiu qu hn so vi cc i th cnh tranh (Chartered Institute of Marketing). Marketing theo nh ngha ny c cc hm quan trng sau y:

Marketing l mt trit l kinh doanh mi, trit l v khch hng. ng thi, m bo cc hot ng Marketing, trong t chc cn c mt chc nng qun tr mi - chc nng qun tr Marketing. Chc nng qun tr Marketing ca doanh nghip, t chc nhm m bo cho ton b cc hot ng ca t chc phi hng ti khch hng. Mun vy, t chc phi xc nh ng c nhu cu v mong mun ca khch hng v tho mn cc nhu cu mt cch hiu qu. Doanh nghip thu c li nhun thng qua tho mn nhu cu ca khch hng. Marketing nhm p ng cc mc tiu ca doanh nghip trong di hn.

Cng c th ni, Marketing l qu trnh lmtho mn nhu cu ca khch hng, c thc hin bng cch:

Phi hp cc b phn chc nng khc nhau trong doanh nghip Nhm trng tm vo "Khch hng mc tiu" Thng qua vic s dng "Cc mc tiu, chin lc v k hoch Marketing" c thc hin bng "Hn hp Marketing 4P".

Hn hp Marketing 4P l g? l bn cng c Marketing trong tm tay m mt doanh nghip c th s dng tc ng vo th trng mc tiu nhm t c mc tiu t ra. Hn hp Marketing 4P gm 4 thnh t:

Sn phm

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Sn phm l phng tin m cng ty dng tho mn nhu cu ca khch hng. Sn phm c th l hng ho hu hnh, dch v v hnh, c th l mt a im... khch hng phn bit c, sn phm phi c nhn hiu v phi c ng gi. Gi c Gi c l s tin khch hng phi b ra c c sn phm. Khch hng mua nhiu c th c gim gi. Khch quen c th c gi u i. Phng thc thanh ton tin li, linh hot cng gip cho khch hng mua nhiu. Phn phi Phn phi l cc hot ng nhm chuyn sn phm n tay khch hng mc tiu. Nu doanh nghip t chc knh phn phi tt s tng kh nng tiu th, ng thi tit kim c chi ph, v nh vy tng c kh nng cnh tranh. Xc tin Xc tin, hay truyn thng Marketing, li l mt hn hp bao gm cc thnh t cu thnh l qung co, quan h vi cng chng, tuyn truyn, khuyn mi v bn hngtrc tip. Xc tin c vai tr cung cp thng tin, khuyn khch v thuyt phc cng chng tin tng vo cng ty, vo sn phm v tiu dng sn phm ca cng ty. Nu cng ty nghin cu k nhu cu ca th trng, sau sn xut ra cc sn phm ph hp vi nhu cu th trng v xc nh gi c ph hp vi gi tr sn phm, t chc h thng phn phi tt v truyn thng Marketing c hiu qu th chc chn s d dng tiu th sn phm ca mnh. Khi cng ty thc hin nghin cu th trng k thit k sn phm, th bn thn sn phm c kh nng "t bn n" rt tt. Do vy, mt chuyn gia v Marketing, ng Peter Drukker kt lun nh sau: "Mc ch ca Marketing l nhn bit v hiu r khch hng k n mc hng ho hay dch v em ra bn s p ng tt nhu cu ca khch hng n mc t n bn n!".

2) Nhu cu, mong munChng ta thy Marketing hin i hng ti tho mn nhu cu ca th trng, v nhu cu chnh l ng lc thi thc con ngi hnh ng ni chung v mua hng ni ring. Vy nhu cu l g? Mun hiu r chng ta cn phn loi cc nhu cu: a) Nhu cu t nhin Nhu cu t nhin, hay nhu cu con ngi (human need) l nhu cu c hnh thnh khi con ngi cm thy thiu thn mt ci g . Nh kinh t hc Maslow phn loi nhu cu t nhin ca con ngi thnh 5 bc khc nhau (xem hnh 1.1.) Nhu cu t nhin l vn c i vi con ngi. Marketing ch pht hin ra cc nhu cu t nhin ca con ngi ch khng to ra n.

b) Mong mun

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Mong mun l nhu cu t nhin c dng c th, c th. Mi c nhn c cch ring tho mn mong mun ca mnh tu theo nhn thc, tnh cch, vn ho ca h. V d: i l nhu cu t nhin. Nhu cu ny c p ng bng cc cch khc nhau i vi cc khch hng khc nhau. Ngi th mun n cm, ngi th mun n ph, ngi th n bnh m, ngi th n mn mn... Cng l cm, ngi th n cm bi bnh dn, ngi th mun vo nh hng sang trng. Cng l nhu cu thng tin, ngi th dng my di ng nhn hiu Noikia hoc Motorola, ngi th dng nhn tin kt hp in thoi th. Hiu bit nhu cu t nhin ca khch hng thi th cha . Ngi lm Marketing cn phi nm c mong mun ca h to ra cc sn phm c th c tnh cnh tranh gip doanh nghip thng li. Ai cng bit l con ngi c nhu cu n tn ti, nhng cc nh kinh doanh n ung khc nhau to ra v vn cc loi thc phm khc nhau, cc cch thc phc v khc nhau p ng cc mong mun khc nhau ca khch hng. Giao lu cng l mt nhu cu t nhin ca con ngi. Cc nh kinh doanh Bu chnh Vin thng (BCVT) to ra v vn cc dch v khc nhau p ng cc mong mun giao lu gin tip khc nhau ca khch hng.

p ng cc mong mun ca cc nhm khch hng khc nhau s gip cho doanh nghip tng c kh nng cnh tranh, ng thi mang li cho x hi nhiu loi sn phm, dch v khc nhau cng tho mn mt nhu cu t nhin ca con ngi. Tuy nhin, xc nh ng mong mun ca khch hng khng phi l cng vic d dng. Do vy, doanh nghip cng phi gi m mong mun ang tim n trong mi con ngi. Ai cng mun c tn trng, t tin. Nhng khng ai bit l mun t tin th phi dng kem nh rng "Close up", hay phi nhai ko cao su " tp th dc mt". Bng cc sn phm ny, cc cng ty sn xut kem nh rng v ko cao su gip khch hng tho mn nhu cu c tn trng, t tin. c) Nhu cu c kh nng thanh ton Nhu cu c kh nng thanh ton l nhu cu t nhin v mong mun ph hp vi kh nng ti chnh ca khch hng. Nu khng c g tr ngi i vi hnh vi mua, nh cha c sn bn, bn khng ng lc, ng ch... th nhu cu c kh nng thanh ton s chuyn thnh quyt nh mua. Nhu cu c kh nng thanh ton cn c cc nh kinh t gi l cu ca th trng (Demand). C th ni, nu doanh nghip chm sc khch hng tt th s loi b nhiu tr ngi, ro cn i vi hnh vi mua v gip khch hng chuyn t nhu cu c kh nng thanh ton thnh quyt nh mua.

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Nhu cu c kh nng thanh ton l nhu cu m doanh nghip cn quan tm trc ht, v y chnh l c hi kinh doanh cn phi nm bt v p ng kp thi. C hi kinh doanh khng dnh cho ring ai. Trong iu kin th trng ngy cng c t do ho, th nhu cu c kh nng thanh ton cha c tho mn s kch thch cc i th cnh tranh tham gia th trng. C th ni, trn th trng Vit Nam hin nay cn rt nhiu nhu cu c kh nng thanh ton nhng cha c tho mn. y chnh l c hi ln cho cc nh kinh doanh. i vi th trng Vit Nam th kh nng thanh ton l vn rt quan trng. Do vy, sn phm phi va ti tin ca ngi tiu dng. V d, mc du nhiu loi hng ho Trung Quc cht lng cha cao, nhng vn c khch hng Vit Nam mua dng. L do c bn l gi c cc hng ho va vi ti tin cu ng o khch hng Vit Nam, c bit l nng thn. d) Cc mc khc nhau ca cu v nhim v Marketing

Cu m

L cu th trng m phn ln khch hng khng thch sn phm. Nhim v ca Marketing l tm nguyn nhn v sao khch hng khng thch sn phm. Trn c s cn phi thit k li 4 thnh t Marketing - mix thu ht khch hng.

Khng c cu

L trng hp khi khch hng mc tiu th khng quan tm n sn phm c mi cho. Trong trng hp ny, nhim v ca Marketing l thng qua cc chng trnh xc tin lm cho khch hng thy c rng sn phm s p ng nhu cu no ca h.

Cu tim tng

L cu cha c tho mn. Trn th trng lun lun c cc mc cu cha c tho mn. Nhim v ca Marketing l pht hin v nh gi quy m ca th trng v to ra cc sn phm tho mn cc mc cu .

Cu suy gim

L cu ang gim dn. Nhim v ca Marketing l phi xc nh r nguyn nhn suy gim v ra cc chnh sch, chin lc m rng cu bng cch tm cc th trng mc tiu mi, hoc thay i cc ni dung ca 4 chin lc Marketing mix.

Cu khng u theo thi gian

l cu thay i theo thi gian (gi trong ngy, ngy trong tun, tun trong thng, thng trong nm...). Cu khng n nh lm cho t chc lc th d tha kh nng cung cp, lc th qu ti cng vic. Nhim v ca Marketing l tm cch dn u mc cu thng qua chin lc gi linh hot, chin lc xc tin v cc chnh sch khuyn khch khc.

Cu y

y l trng hp khi t chc hi lng vi lng cu ang c. Nhim v ca Marketing l duy tr mc cu hin c nhm phng trnh tnh hung cu st gim do cnh tranh tng ln cng nh s thay i s thch, 6

th hiu ca khch hng. Doanh nghip cn phi thng xuyn o lng mc hi lng ca khch hng kp thi iu chnh cc chin lc Marketing mix.

Cu vt qu kh nng cung cp

y l trng hp khi t chc khng c kh nng p ng ht cu th trng. Nhim v ca Marketing l s dng cc chin lc gi c, xc tin gim bt cu tm thi hay vnh vin ca cc phn th trng c li nhun thp, hoc cu khng cp thit. Cu v in hin nay Vit Nam thuc loi ny. Nh nc tnh gi in theo kiu lu tin hn ch ngi dng nhiu. ng thi Nh nc tng cng vic tuyn truyn dn chng s dng in tit kim.

Cu khng lnh mnh

Nhim v ca Marketing l lm gim cu bng cc chin lc xc tin, gi c v hn ch ngun cung (thuc l, ri, bia, game, ma tu...). Qua xem xt 8 mc ca cu v nhim v ca Marketing trn y, chng ta thy Marketing c vai tr qun l cu bng cc chnh sch khc nhau.

3) Gi tr, chi ph v s tha mnNgi tiu dng khng mua mt sn phm. H mua li ch m sn phm mang li khi tiu dng. chnh l gi tr tiu dng ca mt sn phm. V l cn c ngi tiu dng la chn mua sn phm . Ta c th nh ngha nh sau: Gi tr tiu dng ca mt sn phm l s nh gi ca ngi tiu dng v kh nng tng th ca sn phm c th tha mn nhu cu ca h. Chi ph i vi mt sn phm l ton b nhng hao tn m ngi tiu dng phi b ra c c gi tr tiu dng ca n. S tha mn ca ngi tiu dng l mc trng thi cm gic ca h khi so snh gia kt qu tiu dng sn phm vi nhng iu h mong i trc khi mua.

4) Th trng, sn phma) Th trng Theo quan im Marketing,th trng bao gm con ngi hay t chcc nhu cu hay mong mun c th, sn sng mua v c kh nng mua hng ho dch v tho mn cc nhu cu mong mun . Theo nh ngha ny, chng ta cn quan tm n con ngi v t chc c nhu cu, mong mun, kh nng mua ca h v hnh vi mua ca h. Cn phn bit khi nim th trng theo quan im Marketing, vi khi nim th trng truyn thng, l ni xy ra qu trnh mua bn, v khi nim th trng theo quan im kinh t hc, l h thng gm nhng ngi mua v ngi bn, v mi quan h cung cu gia h. b) Sn phm Con ngi s dng hng ho, dch v tho mn nhu cu ca mnh. Marketing dng khi nim sn phm (product) ch chung cho hng ho, dch v. 7

Sn phm l bt k ci g c th cho bn tha mn nhu cu, mong mun. Sn phm c th l hng ha, dch v, tng, a im, con ngi...Cn lu tng ngi tiu dng khng mua mt sn phm, m mua mt li ch, cng dng, mt s hi lng m sn phm mang li.

5) Trao iTrao i l vic trao cho ngi khc mt th g nhn li mt sn phm m mnh mong mun. Marketing xut hin khi con ngi quyt nh tha mn nhu cu mong mun thng qua trao i. Trao i l khi nim cn bn nht ca Marketing. Trao i l mt trong 4 cch m con ngi c th c c sn phm. Cch th nht l t sn xut ra sn phm. Cch th 2 l ly ca ngi khc. Cch th ba l i xin. V cch th t l trao i (mua l mt hnh thc trao i). trao i c thc hin, cn phi c cc iu kin sau y:

C hai pha (hai n v x hi) tham gia trao i. Hai bn u t nguyn tham gia v c nhu cu cn c tho mn. Mi bn c th g c gi tr trao i v cc bn u tin l h c li qua trao i. Hai bn phi thng tin cho nhau v nhu cu, v gi tr trao i.

Trao i l hnh ng c c mt sn phm mong mun t ngi khc bng cch chuyn giao cho ngi mt th khc c gi tr tng ng. Trao i l mt khi nim cn bn nh ngha Marketing.

1.1.3. Vai tr, chc nng ca Marketing trong doanh nghip1) Vai tr ca Marketing trong doanh nghipMarketing c vai tr l cu ni trung gian gia hot ng ca doanh nghip v th trng, m bo cho hot ng ca doanh nghip hng n th trng, ly th trng lm mc tiu kinh doanh. Ni cch khc, Marketing c nhim v to ra khch hng cho doanh nghip. S dng Marketing trong cng tc k lp hoch kinh doanh s gip cho doanh nghip thc hin phng chm k hoch phi xut pht t th trng. Trong iu kin cnh trnh trn th trng gay gt th ch c doanh nghip no bit hng n th trng th mi c kh nng tn ti.

2) Chc nng ca Marketing trong doanh nghipMarketing cn phi tr li cc vn sau ca doanh nghip :

Ai l khch hng mc tiu ca doanh nghip? H c cc c im g? Nhu cu, mong mun ca h nh th no? (Hiu r khch hng) Mi trng kinh doanh ca doanh nghip c tc ng tch cc, tiu cc nh th no n doanh nghip? (Hiu r mi trng kinh doanh). Cc i th no ang cnh tranh vi doanh nghip? H mnh yu nh th no so vi doanh nghip? (Hiu r i th cnh tranh) Doanh nghip s dng cc chin lc Marketing hn hp g tc ng ti khch hng? (Sn phm, gi c, knh phn phi, xc tin - Marketing mix). y l v kh ch ng trong tay ca doanh nghip "tn cng" vo th trng mc tiu. 8

Nh vy, c th ni mun kinh doanh thnh cng, doanh nghip phi hiu r mnh, hiu r i phng, hiu r khch hng, hiu thin r thin thi, a li (iu kin mi trng). T cng ty mi c th xy dng nn chin lc Marketing hng ti th trng. y l chc nng ring ca "Qun tr Marketing" m cc chc nng khc trong cng ty khng thc hin c. Do vy, n mang tnh c lp tng i vi cc chc nng khc. Tuy nhin, thc hin cc hot ng ca mnh, b phn Marketing cn c s h tr phi hp ca cc chc nng khc.

3) Mi quan h ca Marketing vi cc chc nng khcTrong mt doanh nghip c nhiu chc nng. l:

Chc nng qun tr ti chnh- k ton Chc nng qun tr ngun nhn lc Chc nng qun tr sn xut Chc nng qun tr Marketing Chc nng nghin cu-pht trin...

Hnh 1.2 m t mi quan h gia chc nng Marketing v cc chc nng khc trong cng ty, trong chc nng Marketing l cu ni gia th trng v doanh nghip thng qua cc chc nng khc.

Vy mi quan h gia cc chc nng ny nh th no? Marketing c th ng ring r to ra khch hng cho doanh nghip c khng? Cu tr li l mun thc hin c mc tiu ca mnh th Marketing phi bit phi hp vi cc chc nng khc to ra sc mnh tng hp. L do n gin l mun thc hin chin lc ca mnh th cc nh qun tr Marketing phi c cc ngun lc nh ti chnh, nhn lc, cng ngh, thit b sn xut..., tc l phi bit phi hp vi cc chc nng khc trong doanh nghip to ra sc mnh tng hp hng ti th trng. Nh vy, Marketing va c cc chc nng c lp, va phi phi hp vi cc chc nng khc trong doanh nghip thc hin c mc tiu t ra. Chc nng Marketing c mi lin h thng nht hu c vi cc chc nng khc. C th ni Marketing va l mt t duy kinh doanh mi - t duy hng v khch hng, ng thi va l mt chc nng quan trng trong cng ty - chc nng kt ni th trng vi cng ty, m bo cho cng ty thc hin t duy hng v khch hng. Trong iu kin kinh t th trng c th ni Marketing l cha kho ca s thnh cng cho doanh nghip.

1.2. QUN TR MARKETING 1.2.1. Th no l qun tr Marketing?9

Cng nh cc hot ng khc trong doanh nghip, t c mc tiu t ra, hot ng Marketing cn phi c qun tr. Theo Ph. Kotler: Qun tr Marketing l qu trnh phn tch, lp k hoch, thc hin v kim tra vic thi hnh cc bin php nhm thit lp, cng c v duy tr nhng cuc trao i c li vi ngi mua c la chn t c mc tiu ca doanh nghip. Nh vy, qun tr Marketing c lin quan trc tip n cc vn sau y:

Nm bt nhng bin ng (tng, gim) ca nhu cu th trng Gi m, kch thch v iu ha nhu cu ca th trng ra cc bin php nhm tc ng n cu ca th trng sao cho doanh nghip c th t c cc mc tiu t ra. Kim tra vic thc hin cc chin lc, k hoch v cc bin php Marketing

1.2.2. Cc quan im qun tr MarketingMarketing hnh thnh v pht trin trong mt qu trnh hon thin khng ngng ca nhn thc v qun tr doanh nghip. Cho n nay, trn th gii ngi ta tng kt 5 quan im qun tr Marketing. C th tm tt nm quan im nh sau.

1) Quan im hng v sn xutQuan im hng v sn xut cho rng khch hng s a thch nhiu sn phm gi phi chng c bn rng ri. Do vy, doanh nghip cn phi m rng quy m sn xut v m rng phm vi phn phi. Theo quan im ny th yu t quyt nh thnh cng cho doanh nghip l gi bn h v c nhiu hng ho. Doanh nghip sn xut nhng hng ho m h c thun li. Trn thc t, cc doanh nghip theo ui quan im ny s thnh cng nu lng hng cung cp cn thp hn nhu cu v doanh nghip c li th theo quy m (tc l sn xut cng nhiu th gi thnh cng h), ng thi th trng mong mun h gi sn phm. Tuy nhin, trong iu kin sn xut c gii ho hng lot dn ti cung vt cu th quan im ny kh m bo cho doanh nghip thnh cng. Hng ho Trung Quc xm chim th trng Vit Nam v nhiu th trng khc trn th gii nh gi thp v cht lng tm tm. Chin lc ny thnh cng do th trng nng thn rng ln ca Vit Nam nhiu nhu cu tiu dng cha c p ng, v kh nng thanh ton cha cao. Trong mt cng ty hng v sn xut, cc nh qun l cp cao nh Ch tch Hi ng qun tr, gim c iu hnh c chuyn mn k thut thuc lnh vc sn xut ca cng ty, cn b phn bn hng l mt phng nh thc hin chc nng qung co m thi.

2) Quan im hon thin sn phmQuan nim hon thin sn phm cho rng ngi tiu dng a thch nhng sn phm c cht lng cao nht, c tnh nng s dng tt nht. T , doanh nghip cn phi n lc hon thin sn phm khng ngng. Tt nhin, trong mi trng cnh tranh cc doanh nghip cn phi thng xuyn hon thin sn phm ca mnh, nhng khng phi l tt c. Nhu cu ca th trng lun thay i. Nu cc doanh nghip qun mt iu , ch say sa hon thin sn phm c ca mnh, th s c khi b tht bi v nhu cu th trng thay i. Hng sm lp xe t Mt-x-lanh ca Php tng ni ting v cht lng sm lp bn tt, theo ui quan im hon thin sn phm. Tuy nhin, sau h b tht bi khi xu hng ca th trng l thay 10

i mt t nhanh chng. Nu Bu chnh cc nc ch nhm vo cc dch v truyn thng hon thin th s kh trnh khi s tht bi do cc dch v vin thng thay th ang cnh tranh quyt lit.

3) Quan im hng v bn hngQuan im hng v bn hng cho rng khch hng hay ngn ngi, chn ch trong vic mua sm hng ho. Do vy, doanh nghip phi n lc thc y bn hng th mi thnh cng. Theo quan im ny doanh nghip sn xut ri mi lo thc y tiu th. thc hin theo quan im ny doanh nghip phi u t vo t chc cc ca hng hin i v ch trng tuyn chn hun luyn nhn vin bn hng c k nng thuyt phc gii, ch n cng c qung co, khuyn mi... Trong lch s, quan im ny cng mang li thnh cng cho nhiu doanh nghip. V cho ti ngy nay cc k thut bn hng, khuyn mi vn pht huy tc dng. Tuy nhin, n khng phi l yu t quyt nh. Ngy nay, nhiu ngi vn lm ln gia Marketing v bn hng. Tuy nhin, nu sn phm khng p ng c nhu cu cu khch hng th cc n lc nhm vo bn hng cng s l v ch. Bn s v ch khi thuyt phc mt thanh nin thi nay mua b o di the, khn xp mc d vi gi rt r! i vi cng ty hng v bn hng th nh qun tr bn hng tr thnh ngi quan trng nht trong cng ty, chc nng bn hng l chc nng quan trng nht trong cng ty. H l ngi mang li s thnh cng cho cng ty. Theo quan im ny, ngi bn hng gii c th bn c mi th hng ho, k c cc hng ho m khch hng khng a thch!

4) Quan im hng v khch hngQuan im hng v khch hng khng nh rng thnh cng doanh nghip phi xc nh chnh xc nhu cu v mong mun ca th trng mc tiu, ng thi c th tho mn cc nhu cu mong mun sao cho c hiu qu hn cc i th cnh tranh. Thi im xut hin ca quan im ny l vo cui nhng nm 1960. y chnh l trit l kinh doanh Marketing nh hng khch hng. So snh khi qut gia cc t tng nh hng bn hng v nh hng khch hng c m t trong hnh 1.3. phn bit r quan im nh hng khch hng chng ta vch r cc c trng c bn ca quan im ny nh sau:

Nhm vo th trng mc tiu nht nh Hiu r nhu cu, mong mun ca khch hng mc tiu S dng tng hp cc cng c khc nhau (Marketing hn hp) Tng li nhun trn c s tho mn nhu cu ca khch hng

C th ni, Marketing l mt t duy kinh doanh mi, t duy hng ti khch hng, ly khch hng lm mc tiu tn ti. thc hin t duy ny cn phi c mt t chc m nhim cc hot ng Marketing trong doanh nghip. Do vy, xut hin mt chc nng mi l chc nng Qun tr Marketing nh cc chc nng khc: Qun tr nhn s, Qun tr ti chnh - k ton, Qun tr sn xut... Trong mt cng ty hng v khch hng, Ch tch Hi ng qun tr v Gim c iu hnh c kin thc c bn l Marketing ch khng phi l kin thc cng ngh.

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Trong thi k kinh t k hoch ho tp trung Vit Nam, Marketing khng c ch ng. Kinh t quc doanh c v tr tuyt i c v quy m v v th. Nhng cc doanh nghip nh nc khng c ng lc p dng Marketing, v h khng cn khch hng. Cn cc thnh phn kinh t hp tc x v t nhn th nh b, manh mn. Do vy, h cng ch ch trng ti khu bn hng m thi. T khi Vit Nam chuyn sang c ch th trng th bt u ny sinh nhu cu tm hiu, hc tp v vn dng Marketing vo thc tin kinh doanh. Vo cui nhng nm tm mi v u nhng nm chn mi, Marketing bt u c a vo ging dy ti cc trng i hc Vit Nam . D nhin l khng phi mt sm, mt chiu m mt cng ty c th chuyn ngay sang nh hng Marketing. nh gi mc nh hng Marketing ca mt cng ty, chng ta c th s dng phng php cho im theo cc tiu chun khc nhau (xem Ph lc cui chng).

4) Quan im Marketing o c x hiy l quan im xut hin gn y nht. Quan im ny i hi phi kt hp hi ho gia 3 li ch khch hng nhau: li ch khch hng, li ch doanh nghip v li ch x hi. Sn phm ca cc doanh nghip phi gip cho cng ng ci thin cht lng cuc sng, ch khng ch n thun l i sng vt cht. Trn thc t, c nhiu doanh nghip tho mn c hai li ch u nhng lng qun li ch x hi nh: gy nhim, hu hoi mi trng, lm cn kit ti nguyn, gy bnh tt cho con ngi... Kt qu l b x hi ln n, ty chay. Cc hng thuc l ngy cng b x hi ln n, v Chnh ph nhiu nc cm mi hnh thc qung co thuc l. Hng Coca-Cola cng tng b t chc bo v ngi tiu dng buc ti v cc cht ho hc c hi cho sc kho con ngi. Cc loi bao b hng ho kh phn hu cng b ln n.

1.2.3. Qun tr qu trnh Marketing1) Qu trnh cung ng gi tr cho khch hngMc tiu ca bt k doanh nghip no l cung ng gi tr cho khch hng tha mn nhu cu ca h, v thu li nhun cho doanh nghip. C 2 quan im cung ng gi tr cho khch hng.

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Theo quan im truyn thng, cung ng gi tr cho khch hng, doanh nghip trc tin cn phi c sn phm. Sau , doanh nghip nh gi, thng tin cho khch hng, v tiu th sn phm. Quan im ny ch thnh cng trong iu kin th trng khan him. Theo quan im hin i, qu trnh cung ng gi tr cho khch hng bao gm 3 bc: Bc 1: La chn gi tr. Trong bc ny, cn tin hnh phn on th trng, la chn th trng mc tiu thch hp, v nh v sn phm (tc l to ra s khc bit ca sn phm so vi cc sn phm cnh tranh). Bc 2: To ra gi tr. Trong bc ny cng ty phi pht trin sn phm, dch v km theo, nh gi, t chc mng li phn phi. Bc 3: Thng bo v cung ng gi tr. Trong bc ny, doanh nghip thc hin cc hot ng truyn thng nh qung co, khuyn mi v bn hng.

2) Qun tr qu trnh MarketingQu trnh Marketing bao gm 5 bc sau y:

Phn tch c hi Marketing Phn on v la chn th trng mc tiu Thit k cc chin lc Marketing Hoch nh cc chng trnh Marketing T chc thc hin v kim tra cc n lc Marketing.

a) Phn tch cc c hi th trng Qu trnh phn tch cc c hi th trng bao gm hai bc l pht hin th trng mi v nh gi kh nng cu th trng. - Pht hin th trng mi Trc khi bc vo th trng mi, mt cng ty phi nghin cu th trng k cng pht hin ra nhng kh nng kinh doanh ph hp vi nng lc ca mnh. Nu cng ty c v tr trn th trng ri, h cng tm cc c hi kinh doanh mi to ra mt v th an ton, v th trng lun lun bin i. C th ni, trn th trng lun lun c cc c hi kinh doanh. Vn l cho doanh nghip c kp thi pht hin ra hay khng, v c hi c ph hp vi nng lc ca doanh nghip hay khng? - nh gi kh nng p ng c hi th trng ca cng ty Trn th trng lun c cc c hi kinh doanh khc nhau. Vn l cc c hi c ph hp vi cng ty hay khng, tc l cng ty c kh nng tham gia th trng vi u th cao hn so vi cc i th cnh tranh hay khng... Ni cch khc, cng ty phi xem xt n mc tiu v tim nng cu cng ty. b) Phn an th trng. La chn th trng mc tiu Sau khi phn tch c hi th trng, cng ty phi la chn th trng mc tiu, tc l cng ty c th nhm vo i tng khch hng no hp dn nht phc v th thun li nht cho cng ty: phc v tt c cc khch hng trn tt c cc a bn, hay chn mt nhm hoc mt s nhm khch hng no? Trc khi chn th trng mc tiu, cng ty cn phn on th trung, tc l chia khch hng thnh cc nhm khc bit v nhu cu, tnh cch hay hnh vi. Th trng mc tiu c th bao gm mt hoc mt vi on th trng. Sau cng ty phi nh v sn phm trn th trng mc tiu c chn, tc l m bo cho sn phm d 13

kin tung ra th trng c cc c tnh g khc bit vi cc sn phm cnh tranh v ph hp vi mong mun ca khch hng mc tiu. Lm c nh vy cng ty s tng c kh nng cnh tranh cho sn phm. c) Xy dng chin lc Marketing Mi cng ty u phi hot ng c nh hng, c mc tiu r rng. Mun vy, cng ty phi t ra mc tiu v cch thc t c mc tiu . Cng c thc hin l k hoch chin lc v k hoch Marketing. Mi cng ty c th c mt vi lnh vc hot ng. Mi lnh vc hot ng c nhng mt hng khc nhau. Tp on BCVT Vit Nam c ba lnh vc kinh doanh: cc dch v bu chnh, cc dch v vin thng v lnh vc cng nghip vin thng. Trong tng lnh vc li c cc sn phm, dch v khc nhau. Tuy nhin, khng phi tt c cc lnh vc hot ng ca cng ty u c tng lai tt p nh nhau. C lnh vc suy gim, thua l, c lnh vc tng trng nhanh. Mc tiu ca k hoch chin lc l xc nh r cng ty ang tm c v pht trin cc lnh vc sn xut mnh v thu hp cc lnh vc sn xut yu km. Vic lp k hoch Marketing c nhim v son tho cc k hoch cho ring tng ngnh sn xut, tng mt hng ca cng ty sau khi cng ty thng qua cc quyt nh chin lc i vi tng ngnh sn xut ca mnh. K hoch Marketing bao gm cc k hoch di hn (trn 1 nm) v k hoch hng nm. K hoch di hn phn tch cc nhn t ch yu nh hng n th trng trong giai on k hoch, ra cc mc tiu cho giai on , nhng bin php chin lc c bn chim lnh th phn d kin cho sn phm, li nhun d kin, doanh thu v chi ph d kin. K hoch ny c xem xt v iu chnh cho ph hp vi cc bin ng trong mi trng. K hoch nm l phng n chi tit ca cc d kin ra trong k hoch di hn i vi nm thc hin u tin. Trong k hoch nm trnh by cc tnh hung Marketing hin ti, vch ra nguy c v c hi, cc mc tiu t ra i vi mi sn phm, k hoch Marking cho nm k hoch. K hoch Marketing l c s phi hp tt c cc loi hnh hot ng: sn xut, Marketing, ti chnh. d) Xy dng cc chng trnh Marketing hn hp (Marketing mix) Marketing mix bao gm tt c nhng g m cng ty c th vn dng tc ng n th trng mc tiu nhm to ra cc p ng mong mun. Sau khi quyt nh v nh v sn phm, cng ty phi tin hnh lp k hoch Marketing hn hp nhm huy ng mi nng lc ca cng ty t c mc tiu. y l khc bit c bn cu Marketing hin i so vi quan im nh hng bn hng. Trong chng trnh Marketing hn hp, cng ty phi xc nh r cc c trng ca sn phm nh tn gi, bao b, cc thuc tnh, cc dch v km theo; gi bn ca sn phm bao gm bn l, bn bun, gi u i, chit khu, bn tr chm...; phng thc phn phi sn phm n tay khch hng; v cui cng l chng trnh truyn thng Marketing nhm thng tin cho khch hng mc tiu v sn phm mi, thuyt phc h, nhc nh h, gy thin cm ca h i vi cng ty. e) T chc thc hin cc hot ng Marketing thc hin cc hot ng Marketing cng ty cn phi c b my tng ng. l h thng b my t chc Marketing. i vi cc cng ty nh, b my t chc Marketing c th ch do mt vi ngi m nhim tt c cc hot ng Marketing nh nghin cu Marketing, t chc tiu th, t chc truyn thng Marketing, cung cp cc dch v khch hng...

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i vi cc cng ty ln, ngi ta phi xy dng mt b my t chc marketing c quy c. B my Marketing c th c t chc theo sn phm; theo khch hng, theo a d; v t chc kiu hn hp kt hp 2 hoc 3 tiu chun (theo a d, theo sn phm, theo khch hng).

CU HI N TP V THO LUN1. Trnh by t duy "Ch bn nhng th m khch hng cn". Ly v d doanh nghip thc hin theo t duy ny.- Bn nhng th m khch hng cn l th hin cn bn ca t duy kinh doanh "hng v khc hng". Mun thc hin c t duy ny th phi nghin cu th trng hiu r khch hng cn g. - Nhng th m h cn y khng ch l v loi sn phm, dch v g, m cn gi c ra sao th h mua? lc no h mua? u? h cn xng h nh th no? h cn ta chm sc nh th no? lc no th khng nn n i n h? Lc no th d i n? - Khi thc hin c phng chm "ch bn nhng th m khch hng cn" th khch hng s hi lng, h khng nhng mua nhiu m cn gii thiu cho ta thm khch hng mi. Li gii thiu ca khch hng c hiu qu hn nhiu so vi cc loi qung co trn cc phng tin thng tin i chng m Doanh nghip phi mt rt nhiu tin thc hin. Nh vy s tng c kh nng cnh tranh ca Doanh nghip. - Sinh vin ly v d thc t minh ho.

2. Hy nu mt v d v s xm nhp ca Marketing vo cc lnh vc ngoi kinh doanh nh chnh tr, gio dc, cng ch. 3. Trnh by vai tr v chc nng Marketing trong doanh nghipMarketing c vai tr l cu ni trung gian gia hot ng ca doanh nghip v th trng, m bo cho hot ng ca doanh nghip hng n th trng, ly th trng lm mc tiu kinh doanh. Ni cch khc, Marketing c nhim v to ra khch hng cho doanh nghip. S dng Marketing trong cng tc k lp hoch kinh doanh tc l doanh nghip thc hin phng chm k hoch phi xut pht t th trng. Marketing c chc nng phi tr li cc vn sau:

Ai l khch hng mc tiu ca doanh nghip? H c cc c im g? Nhu cu, mong mun ca h nh th no? (Hiu r khch hng) Mi trng kinh doanh ca doanh nghip c tc ng tch cc, tiu cc nh th no n doanh nghip? (Hiu r mi trng kinh doanh). Cc i th no ang cnh tranh vi doanh nghip? H mnh yu nh th no so vi doanh nghip? (Hiu r i th cnh tranh) Doanh nghip s dng cc chin lc Marketing hn hp g tc ng ti khch hng? (Sn phm, gi c, knh phn phi, xc tin - Marketing mix). y l v kh ch ng trong tay ca doanh nghip "tn cng" vo th trng.

Nh vy, c th ni mun kinh doanh thnh cng, doanh nghip phi hiu r mnh, hiu r i phng, hiu r khch hng, hiu thin r thin thi, a li (iu kin mi trng). T cng ty mi c th xy dng nn chin lc Marketing hng ti th trng. y l chc nng ring ca "Qun tr Marketing" m cc chc nng khc trong cng ty khng thc hin c. Do vy, n mang tnh c lp tng i vi cc chc nng khc.

4. Tm mt tnh hung chng t rng doanh nghip tht bi khi khng thc hin t duy ch bn nhng th m khch hng cn. 5. Trnh by quan im hng v khch hng.?

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Quan im ny khng nh rng cha kho doanh nghip thnh cng l h phi xc nh chnh xc nhu cu v mong mun ca th trng mc tiu, ng thi c th tho mn cc nhu cu mong mun sao cho c hiu qu hn cc i th cnh tranh. Cc c trng c bn ca quan im ny nh sau:

Nhm vo th trng mc tiu nht nh Hiu r nhu cu, mong mun ca khch hng mc tiu S dng tng hp cc cng c khc nhau (Marketing hn hp) Tng li nhun trn c s tho mn nhu cu ca khch hng

C th ni Marketing l mt t duy kinh doanh mi, t duy hng ti khch hng, ly khch hng lm mc tiu tn ti. thc hin t duy ny cn phi c mt t chc m nhim cc hot ng Marketing trong doanh nghip. Do vy, xut hin mt chc nng mi l chc nng Qun tr Marketingnh cc chc nng khc: Qun tr nhn s, Qun tr ti chnh-k ton, Qun tr sn xut...

6. Phn tch quan im cho rng Marketing va l mt t duy kinh doanh mi, va l mt chc nng trong cng ty. 7. Trnh by s khc nhau gia nh hng bn hng v nh hng Marketing.

- Quan im hng v bn hng (sale orientation) cho rng khch hng hay ngn ngi, chn ch trong vic mua sm hng ho. Do vy doanh nghip phi n lc thc y bn hng th mi thnh cng. - Theo quan im ny doanh nghip sn xut ri mi lo thc y tiu th. thc hin theo quan im ny doanh nghip phi u t vo t chc cc ca hng hin i v ch trng tuyn chn hun luyn nhn vin bn hng c k nng thuyt phc gii, ch n cng c qung co, khuyn mi...

8. Trnh by mi quan h ca chc nng Marketing vi cc chc nng khc trong doanh nghipTrong mt Doanh nghip c nhiu chc nng qun tr khc nhau:

Chc nng qun tr ti chnh- k ton Chc nng qun tr ngun nhn lc Chc nng qun tr sn xut Chc nng qun tr Marketing Chc nng nghin cu-pht trin

Mun thc hin c mc tiu ca mnh th Marketing phi bit phi hp vi cc chc nng khc to ra sc mnh tng hp. L do n gin l mun thc hin chin lc ca mnh th cc nh qun tr Marketing phi c cc ngun lc nh ti chnh, nhn lc,

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cng ngh, thit b sn xut..., tc l phi bit phi hp vi cc chc nng khc trong doanh nghip to ra sc mnh tng hp hng ti th trng. Nh vy Marketing va c cc chc nng c lp, va phi phi hp vi cc chc nng khc trong doanh nghip thc hin c mc tiu t ra. Chc nng Marketing c mi lin h thng nht hu c vi cc chc nng khc.

9. Trnh by quan im Marketing o c x hi kinh doanh thnh cng, mi Doanh nghip cn p ng li ch ca khch hng bn trong, khch hng bn ngoi v ca x hi. - Khch hng bn trong l CB CNV ca DN. y l li ch quan trng nht, v nu li ch ny c tho mn th mi c tin p ng cc li ch cn li. - Li ch ca Khch hng bn ngoi c v tr quan trng th 2. - Li ch ca x hi c v tr quan trng th 3 - Lin h gn lin vi qu trnh thay i t duy kinh doanh

10. Phn bit gia nhu cu v mong mun ca khch hng.Nhu cu t nhin (need) l nhu cu c hnh thnh khi con ngi cm thy thiu thn mt ci g . Nh kinh t hc Maslow phn loi nhu cu t nhin ca con ngi thnh 5 bc khc nhau. - Nhu cu t nhin l vn c i vi con ngi. Marketing ch pht hin ra cc nhu cu t nhin ca con ngi ch khng to ra n. - Mong mun l nhu cu t nhin c dng c th. Mi c nhn c cch ring tho mn mong mun ca mnh tu theo nhn thc, tnh cch, vn ho ca h. - Hiu bit nhu cu t nhin ca khch hng thi th cha . Ngi lm Marketing cn phi nm c mong mun ca h to ra cc sn phm c th c tnh cnh tranh gip doanh nghip thng li. - Sinh vin cho v d minh ho

11. Cc doanh nghip Vit Nam di thi bao cp c cn dng n Marketing hay khng? V sao? 12. Bn ang c nh ti mt a im c nhiu trng i hc. Bn nh m ca hng cm. Bn s thc hin cc bc trong cng tc Marketing nh th no? Phng n kinh doanh ca bn c g khc nhau trong 2 trng hp cung ln hn cu, v cung nh hn cu? 13. Ti sao cc nh kinh doanh t nhn nh khng d cc cc kho hc v Marketing m vn thnh cng? Nu bn c hc Marketing mt cch bi bn, bn c hy vng rng mnh s tr thnh nh kinh doanh gii khng? V sao? 14. Bn th tm kim cc c hi kinh doanh ti a phng bn. Bn th chn ly mt c hi kinh doanh ph hp vi kh nng ca bn? 15. Phn tch qu trnh qun tr Marketing chnh l qu trnh qun tr Marketing bao gm cc giai on nh sau:

Phn tch cc c hi th trng. La chn th trng mc tiu. nh v sn phm. Xy dng chin lc Marketing. Xy dng chng trnh Marketing hn hp. Thc hin cc bin php Marketing. 17

Sinh vin trnh by tm tt ni dung cc giai on nu trn y.

Chng 2: H thng thng tin v nghin cu MarketingH thng thng tin Marketing l mt tp hp con ngi, thit b v cc th tc dng thu thp, phn loi, phn tch, nh gi v phn phi thng tin cn thit mt cch chnh xc, kp thi cho cc nh quyt nh Marketing....

Contents Chng 2: H thng thng tin v nghin cu Marketing 2.1. H THNG THNG TIN MARKETING o 2.1.1. Khi nim 2.1.2. S cn thit mt H thng thng tin Marketing o 2.1.3. M hnh H thng thng tin Marketing 2.2. NGHIN CU MARKETING

o o o o o o

2.2.1. Khi nim 2.2.2. Mc ch ca nghin cu Marketing 2.2.3. Qu trnh nghin cu Marketing 2.2.4. Cc phng php thu thp d liu 2.2.5. Phng php chn i tng iu tra 2.2.6. Phiu iu tra CU HI N TP V THO LUN

o

2.1. H THNG THNG TIN MARKETING 2.1.1. Khi nimH thng thng tin Marketing l mt tp hp con ngi, thit b v cc th tc dng thu thp, phn loi, phn tch, nh gi v phn phi thng tin cn thit mt cch chnh xc, kp thi cho cc nh quyt nh Marketing. Theo nh ngha ny, con ngi v thit b c vai tr thit yu trong h thng thng tin Marketing. Mt h thng thng tin Marketing l tng c kh nng:

To ra cc bo co thng xuyn v cc nghin cu c bit khi cn thit. Kt hp cc s liu c v mi cung cp cc thng tin cp nht v xc nh cc xu hng th trng. Phn tch s liu (dng cc m hnh ton hc) Gip cho cc nh qun l tr li cc cu hi dng "Nu... th...?".

V d "Nu cng ty gim gi 10% th doanh s tng bao nhiu?" Do my tnh c nhn ngy cng c s dng rng ri v d dng vi chi ph thp v kh nng ni mng cc my tnh cc a im khc nhau, h thng thng tin Marketing mang li nhng tim nng to ln hn cho cc nh qun tr Marketing. Mt h thng thng tin Marketing trn c s ng dng mng my tnh c th cung cp nhanh chng cc thng tin Marketing cn thit vi chi ph thp. Gi tr v s thnh cng ca H thng thng tin Marketing ph thuc vo ba yu t: 18

Bn cht v cht lng ca cc s liu sn c chnh xc v tnh hin thc ca cc m hnh v k thut phn tch cc s liu. Mi quan h cng tc gia nh khai thc H thng thng tin v cc nh qun l Marketing s dng thng tin.

2.1.2. S cn thit mt H thng thng tin MarketingHot ng Marketing trong doanh nghip ngy cng phc tp v a dng, i hi phi c y v kp thi cc thng tin cn thit. Vic qun tr cc hot ng Marketing phi da trn cc thng tin v th trng, v mi trng bn trong, bn ngoi doanh nghip. Hu nh mi bc trong qu trnh qun tr Marketing nh phn tch, lp k hoch, thc hin v kim tra hiu qu ca cc hot ng Marketing th nh qun tr Marketing u cn thng tin. H cn thng tin v nhu cu, th hiu ca khch hng, v hot ng ca cc i th cnh tranh, v cc yu t ca mt trng kinh doanh... Cc thng tin ny cn c lu tr, cp nht thng xuyn, c chia s gia cc nh qun l, c truy nhp d dng. y cng l l do cn phi t chc thng tin Marketing thnh mt h thng. C th tm tt nhng yu t dn ti s cn thit c H thng thng tin Marketing i vi doanh nghip nh sau:

Cc nh qun l cp cao ca doanh nghip ngy cng c t thi gian ra cc quyt nh Marketing. L do l mi trng p buc doanh nghip thay i cc sn phm hin ti v a ra cc sn phm mi ngy cng nhanh hn. Do vy, h cn ly thng tin nhanh hn, nhiu hn. Cc hot ng Marketing ngy cng phc tp hn, phm vi v a bn ngy cng rng hn do cnh tranh ngy cng mnh cng vi xu hng ton cu ho. Do vy, thng tin Marketing ngy cng a dng, i tng s dng ngy cng nhiu v a bn rng hn. Mong i ca khch hng ngy cng cao, doanh nghip ngy cng phi quan tm nhiu n khch hng. Do vy, doanh nghip ngy cng cn nhiu cc nghin cu Marketing. Xu hng hi t gia tin hc v vin thng to ra s d dng cho vic thit lp cc c s d liu ln c ni mng.

Mt h thng thng tin c thit k v t chc tt c th cung cp cc ngun thng tin Marketing y , tin li vi chi ph thp cho cc nh qun tr Marketing ra quyt nh. Nng lc lu tr v truy cp thng tin ca h thng cho php x l v lu tr mt s lng ln cc thng tin. Trn c s , cc nh qun l c th kim tra thng xuyn kt qu tiu th sn phm, tnh hnh bin ng ca th trng...

2.1.3. M hnh H thng thng tin MarketingS trn Hnh 2.1 m t cu trc ca m hnh h thng thng tin Marketing ca Doanh nghip, gm 4 h thng con trong h thng thng tin Marketing. l:

H thng bo co ni b (doanh thu, chi ph, sn lng, vt t, tin mt...). H thng thu thp thng tin Marketing bn ngoi (thng tin bn ngoi doanh nghip , bao gm thng tin doanh nghip t thu thp hoc mua bn ngoi). H thng nghin cu Marketing (t chc nghin cu thu thp thng tin cn thit). H thng phn tch thng tin Marketing (dng cc phng php thng k ton v my tnh phn tch thng tin thu c).

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1) H thng bo co ni bBt k cng ty no cng c h thng bo co ni b. i vi cc doanh nghip nh nc nh Tp on BCVT Vit Nam, theo php lnh thng k, vic thc hin h thng bo co ni b l bt buc. Cc bo co i t cp di ln cp trn, phn nh cc ch tiu tiu th cc sn phm, dch v hng ngy, hng tun, hng thng, hng qu, hng nm (di dng gi tr v dng hin vt); chi ph, u t, cng n, vt t... Nhiu cng ty xy dng H thng bo co ni b hon chnh trn c s tin hc ho, m bo kh nng lu tr mt khi lng thng tin ln, ng thi tin li cho vic tm kim v ly thng tin.

2) H thng thu thp thng tin Marketing bn ngoiH thng thu thp thng tin thng ngy bn ngoi l tp hp cc ngun tin v cc phng php thu thp thng tin thng ngy v cc s kin t mi trng kinh doanh ca cng ty. Cc ngun tin thng ngy bn ngoi rt phong ph. l cc thng tin m cc chuyn vin Marketing c th thu c trn bo ch, tp ch, trn TV, trn cc trang Web. Ti Tp on BCVT Vit Nam, hng ngy c cc chuyn vin theo di tin tc khen ch ca khch hng trn cc bo ch. Cc nhn vin thng xuyn tip xc vi khch hng c th thu thp c nhiu thng tin b ch t cc khch hng qua giao tip trc tip vi h. Cc i l cng l cc ngun thng tin Marketing quan trng. Cc chuyn vin Marketing chuyn trch v thng tin c th ng vai cc khch hng n mua ti cc quy hng ca cc i th, hoc d cc cuc hp c ng, cc cuc trin lm, ni chuyn vi cc nhn vin ca h...Cui cng, cng ty c th mua tin tc thng thng t cc nh cung cp thng tin chuyn nghip thng ngy bn ngoi. i vi cc thng tin ny, vn quan trng l vn t chc thu thp thng tin thng xuyn. V d nh doanh nghip c th quy nh ch bo co nh k cho cc nhn vin thng xuyn tip xc vi khch hng, cc i l phn phi...Vi cc doanh nghip ln c i ng nhng ngi thng xuyn tip xc vi khch hng th y l ngun thng tin quan trng v chi ph thp.

3) H thng nghin cu MarketingC th ni, nghin cu Marketing l cha kho cho s thnh cng ca doanh nghip. Bt k mt doanh nghip no theo ui nh hng khch hng cng cn n cc nghin cu Marketing thc phng chm bn nhng th m khch hng cn. Nghin cu Marketing nhm xc nh mt cch c h thng nhng t 20

liu cn thit do tnh hung Marketing t ra cho cng ty, thu thp, phn tch chng v bo co kt qu. Nghin cu Marketing c th c thc hin bng hai cch l bn thn cng ty t lm ly hoc cng ty thu ngoi lm. Cc cng ty nh thng khng c nhn lc tin hnh cc nghin cu Marketing cho mnh. H c th thu sinh vin, gio vin cc trng i hc, hoc thu cc t chc chuyn nghin cu Marketing thc hin theo yu cu t ra ca cng ty. Cc cng ty ln thng c tim lc t chc mt b phn nghin cu Marketing chuyn nghip. Nh vy, cng ty s ch ng trong nghin cu Marketing. Sau y l kt qu cu mt nghin cu 798 cng ty v cc lnh vc nghin cu Marketing m cng ty tin hnh (Hnh 2.2).

4) H thng phn tch thng tin MarketingH thng phn tch thng tin Marketing l tp cc phng php phn tch, x l thng tin Marketing thu thp c nhm a ra cc kt lun cn thit cho qu trnh ra quyt nh Marketing. H thng ny bao gm ngn hng thng k v ngn hng m hnh. Lnh vc nghin cu 2. 3. 4. 5. 1. Qung co Nghin cu ng c mua ca ngi tiu dng Nghin c ni dung qung co Nghin cu phng tin qung co Nghin cu hiu qu 4. Nghin cu sn phm

Nghin cu sn phm cnh tranh Th nghim sn phm Nghin cu thit k bao b

2. Hot ng thng mi v phn tch hiu qu kinh t

5. Bn hng v nghin c th trng

D bo ngn hn (n 1 nm) D bo di hn (Trn 1 nm) Nghin cu xu th kinh doanh Nghin cu chnh sch gi Nghin cu chn a im nh my, kho, ca hng... Nghin cu th trng quc t H thng thng tin cho lnh o

o lng tim nng th trng Nghin cu th phn Nghin cu cc c trng ca th trng Phn tch tnh hnh tiu th Nghin cu khuyn mi Nghin cu knh phn phi

3. Trch nhim ca cng ty

Nghin cu th nghim Marketing

Nghin cu vn quyn c thng tin ca khch hng Nghin cu tc ng n mi trng Nghin cu rng buc ca lut php i vi qung co v khuyn mi.

Ngn hng thng k l tp hp cc phng php thng k hin i x l cc thng tin Marketing thu c, cho php pht hin ra cc mi quan h ph thuc ln nhau gia cc bin s c nghin cu v xc nh tin cy thng k ca cc kt lun t c. l cc ngn hng d liu, phng php phn tch hi quy, phn tch tng quan, phn tch nhn t...Qua x l thng k c th thu c cc cu tr li, chng hn nh sau: 21

Cc bin s c bn no nh hng n mc tiu th ca sn phm ang xt? Tm quan trng ca mi bin s ? Nu cng ty nng gi bn ln 10%, th doanh thu gim i bao nhiu? D bo nhu cu tiu th trong nm sau l bao nhiu?

Ngn hng m hnh l tp hp cc m hnh ton hc gip cho cc nh qun tr Marketing ra cc quyt nh Marketing ti u. l cc m hnh tnh ton gi, m hnh chn a im ti u, m hnh xc nh ngn sch qung co... M hnh gm mt tp hp cc bin s lin h qua li vi nhau, m phng mt h thng, mt qu trnh thc t no .

2.2. NGHIN CU MARKETING 2.2.2. Mc ch ca nghin cu MarketingT tng ch o ca Marketing l "Mi quyt nh kinh doanh u phi xut pht t th trng". Mun thc hin c t tng ch o ny th phi c y thng tin v th trng, v mi trng kinh doanh, tc l phi nghin cu Marketing :

Hiu r khch hng. Hiu r cc i th cnh tranh. Hiu r tc ng ca mi trng n doanh nghip. Hiu r cc im mnh, im yu ca ta.

Cn c vo cc thng tin thu c qua nghin cu Marketing, cc nh qun l s vch ra chin lc, chnh sch kinh doanh ph hp nhm vo th trng mc tiu. Nghin cu Marketing khng ch h tr cho cc quyt nh Marketing c tnh chin thut v chin lc, m cn c dng xc nh, gii p mt vn c th nh: tm hiu phn ng ca ngi tiu dng v gi c mt loi sn phm, v mt loi bao b mi hay v hiu qu ca mt chng trnh qung co. Sau y l cc loi nghin cu Marketing thng c tin hnh:

Nghin cu th trng: Nhm tr li cc cu hi v tim nng thng mi ca th trng. Nghin cu v sn phm: Nhm tr li cc cu hi v kh nng chp nhn sn phm ca cng ty, v cc sn phm cnh tranh, v phng hng pht trin sn phm ca cng ty. Nghin cu phn phi: Nhm gii p cc vn v t chc, qun l knh phn phi. Nghin cu qung co: Nhm gii p cc vn v hiu qu qung co, v chn phng tin qung co, v ni dung qung co. Nghin cu d bo: Nhm gii p cc vn v d bo nhu cu ngn hn (1 nm), d bo trung hn v di hn (t 2 nm tr ln)

V d: Cc ni dung nghin cu v qung co c th l:

Nghin cu ng c mua ca ngi tiu dng Nghin cu tm l : tm l gia nh ca ngi Vit Nam Nghin cu la chn phng tin qung co Nghin cu chn ni dung qung co Nghin cu hiu qu ca qung co 22

V d: Nghin cu th trng in my Vit Nam nm 2006Th trng in my Vit Nam hin nay (nm 2006) ang trong thi k tng trng vi tc cao v tim nng ln. Theo cng ty nghin cu th trng GfK, th trng in my Vit Nam c hai phn khc r rt, l dng tiu dng p ng nhu cu cn thit ca ngi c thu nhp di trung bnh, v dng tiu dng thay th vi nhu cu cao hn ca ngi c thu nhp t trung bnh cao tr ln. C hai dng ny, cng theo GfK, to nn sc tng trng cao ca th trng in my. S liu ca GfK cho bit, ch mi c 25-30% s h gia nh c t lnh v 10-15% c my git, con s qu thp so vi cc nc trong khu vc v c bit l vi dn s hn 80 triu ngi Vit Nam. Vi s liu ny, nh gi ca GfK cho rng nhu cu mua sm nhng mt hng in my ny rt ln vi phn khc mua sm thit yu. Trong khi , 75-80% s h gia nh Vit Nam u c tivi li to ra th trng thay th sn phm cng ngh cao hn c cho l c tc tng trng cao hn bn cnh th trng nhu cu thit yu ca 20-25% h gia nh cn li cha c my thu hnh. Chin dch gim gi m cc hng in t trc tip v gin tip ang thc hin khuyn khch c hai dng phn khc, to c hi cho ngi tiu dng ao c c mt chic t lnh hay my git c th thc hin c m. Cn nhng ngi c thu nhp cao trang b thm sn phm in t, in lnh cng ngh mi.

2.2.3. Qu trnh nghin cu MarketingQu trnh nghin cu Marketing bao gm 5 giai on (5 bc) nh c m t trn Hnh 2.3. Chng ta s tm hiu ni dung cc bc trong qu trnh nghin cu Marketing . 1) Pht hin vn v hnh thnh mc tiu cn nghin cu Pht hin ng vn tc l gii quyt c mt na. Nu pht hin vn sai th cc phng php nghin cu cng lc hng, dn ti tn km v ch. Mt khc, nhiu khi cc vn ang n nu m ta c th cha bit, nu khng c pht hin s dn n cc hu qa ln. Chng hn trong nm 2001 doanh thu ca Tp on Bu chnh vin thng tng, t 120% k hoch. Tuy nhin nghin cu chi tit cho thy mc d doanh thu tng, nhng th phn gim, tc l Tp on b mt th phn v tay cc i th cnh tranh mi.

Nh vy, mc tiu nghin cu l pht hin vn v gii quyt vn . Nu vn tn ti r rng, th mc tiu nghin cu l gii quyt vn . Trc khi a dch v DataPost ra th trng, cng ty VPS phi tin hnh nghin cu th trng. Vn chung cn phi tr li l cng ty c nn a vo khai thc dch vny khng? y chnh l mc tiu nghin cu. C th chia nh mc tiu chung ny thnh cc mc tiu nh - cc vn sau:

Nhu cu th trng i vi dch v ny l bao nhiu? Khch hng mong mun cc c trng b sung thm g cho dch v ny? S dng cc knh phn phi no cho dch v ny? 23

Cng ngh s thay i nh th no trong 5 nm ti? Tnh hnh cnh tranh s ra sao trong 5 nm ti?

Nh vy, t mc tiu nghin cu chung ta chia thnh cc mc tiu nh, c th hn. Ngi ta phn bit 3 loi nghin cu sau, mi loi nghin cu c mc tiu ca mnh:

Nghin cu khm ph (exploratory research): c mc tiu thu thp d liu ban u lm sng t bn cht thc ca vn v gi cc gi thit hay cc tng mi. Cn c cc nghin cu tip theo khng nh cc gi thit, tng. Nghin cu m t (descriptive research): c mc tiu xc nh ln ca cc ch tiu no . V d nh bao nhiu ngi s s dng dch v DataPost vi mc gi...Tng chi ph khuyn mi EMS ln 20% th doanh thu tng ln bao nhiu? Nghin cu nhn qu (causal research): c mc tiu kim tra mi quan h nhn qu ca cc hin tng no . Thng th c mi lin h rng buc gia cc hin tng no m s thay i ca mt hin tng ny dn n s thay i cu hin tng kia. V d mi quan h gia thu nhp quc dn trn u ngi v mt in thoi trn 100 dn.

2) Xy dng k hoch nghin cuy l giai on th 2 ca qu trnh nghin cu Marketing. Trc khi quyt nh nghin cu cng cn phi bit r chi ph cn thit cho nghin cu. K hoch nghin cu Marketing bao gm nhng ni dung sau y (Xem hnh 2.4.): 1 2 3 4 5 Ngun d liu cn thit Phng php nghin cu Cc phng tin nghin cu K hoch chn mu Phng php tip cn D liu s cp; d liu th cp Quan st, iu tra, th nghim, nhm tp trung Bng cu hi; Cc dng c h tr n v mu, C mu, th tc chn mu in thoi, th, tip xc trc tip vi ngi c hi.

Hnh 2.4. K hoch nghin cu Marketing

3) La chn ngun d liu cn thitTa c th chia d liu nghin cu Marketing thnh hai ngun: a) Ngun d liu th cp D liu th cp (cp 2) l nhng d liu thu thp trc y v mc tiu khc, nhng hin nay ta vn c th s dng c. Ngun d liu ny bao gm:

Ngun d liu bn trong doanh nghip: Cc bo co ti chnh, bo co kt qu hot ng sn xut kinh doanh nh k (hng thng, hng qu, hng nm); thng k n th khiu ni ca khch hng; cc bo co nghin cu Marketing trc . Ngun d liu bn ngoi doanh nghip: Ngun ny rt a dng, t cc n phm, cc nghin cu ca Nh nc, ca cc t chc quc t nh Ngn hng th gii (World Bank), T chc thng mi th gii (WTO), Lin minh vin thng th gii (ITU), Lin minh bu chnh th gii (UPU); Trung tm thng mi th gii; cc ngun thng tin i chng (nin gim thng k, bo, tp ch, Internet...).

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Cc ngun d liu th cp sn c trong doanh nghip v phn nh nhiu mt qu trnh hot ng sn xut kinh doanh ca doanh nghip. Cc ngun thng tin bn ngoi cng rt phong ph. Ngun d liu th cp thng r tin, d thu thp v chp nhn c. Do vy, nn tn dng ngun d liu th cp. Khi no khng d liu th cp cn thit cho nghin cu th mi nn tm kim d liu s cp. Thng thng, d liu th cp chim n 80% nhu cu d liu cho mt nghin cu Marketing. Tuy nhin, cn lu tnh thi s v chnh xc ca d liu th cp. b) Ngun d lius cp D liu s cp (cp 1) l nhng d liu c thu thp ln u cho mt mc tiu nghin cu no ca Doanh nghip. Khi nghin cu cc vn mang tnh c th ca doanh nghip th phi cn n cc thng tin s cp.

4) Thu thp d liuThu thp d liu l giai on tn thi gian v kinh ph nht, ng thi cng d mc sai lm nht. Nhng kh khn thng gp trong qu trnh thu thp d liu l:

Kh nng tip cn trc tip vi nhng ngi cn thit thu thp d liu Kh nng thuyt phc khch hng tham gia cung cp d liu tin chn thc ca cc d liu m khch hng cung cp chn thc khng thin v cu nhng ngi tham gia thc hin phng vn

thu thp d liu chng ta c th dng cc phng php khc nhau c m t trong mc 2.2.5.

5) Phn tch thng tin thu thp cy l giai on x l cc d liu thu c c c cc kt qu no . x l d liu, ngi ta dng cc phn mm thng k, cc m hnh d bo khc nhau.

6) Trnh by kt qu thu cCc kt qu thu c cn phi trnh by r rng, mch lc v theo cc yu cu t ra bo co cp trn.

2.2.4. Cc phng php thu thp d liuC nhiu phng php khc nhau thu thp d liu. Ngi ta c th chia thnh hai loi. l phng php bn giy v phng php hin trng.

Phng php thu thp d liu bn giy l phng php thu thp cc d liu sn c bn trong v bn ngoi cng ty, tc l d liu th cp. Tuy nhin, bng cc phng tin vin thng hin i nh web, e-mail, in thoi, my ghi hnh ni mng..., ngi nghin cu c th tip cn gin tip vi i tng cn nghin cu thu thp c d liu s cp. Nh vy, ngi thu thp d liu c th ngi ti vn phng tm kim d liu th cp v s cp. Trong thi i Internet th phng php ny d thc hin. Tuy nhin, hin nay Vit Nam cc ngun d liu th cp cn nhiu hn ch. Phng php hin trng bao gm nhiu hnh thc khc nhau thu thp d liu s cp. l cc phng php:

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1) Phng php quan stPhng php quan st (Observational Method) l phng php thu thp d liu s cp v khch hng, v cc i th cnh tranh bng cch s dng ngi hoc my mc ghi li cc hin tng, hnh vi ca khch hng, ca nhn vin cng ty, v ca cc i th cnh tranh. Mc ch ca quan st l ghi li hnh vi, li ni ca nhn vin, ca khch hng khi h cc ni giao dch vi khch hng. Sau khi quan st thy mt hnh vi no ca khch hng, ta c th phng vn h bit thm thng tin v hnh vi . C th thc hin cc quan st bng mt, bng my ghi m, ghi hnh...V d nh quan st hnh vi ca khch hng khi h bc vo bu cc, ca hng, im phc v; khi h xem mt qung co; nghe h bnh lun v cht lng hng ho, dch v, thi phc v ca doanh nghip, ca cc i th cnh tranh. Ti cc siu th, cc my qut laze gip cho vic thng k cc loi hng ho c tiu th trong ngy nhanh chng. Ngi nghin cu c th ng vai mt khch hng b mt quan st hnh vi, phong cch cu ngi bn hng ca cng ty hoc ca cc i th cnh tranh. Phng php quan st cho ta kt qu khch quan. Tuy nhin, kh khn i vi phng php ny l khng thy c mi lin h gia hin tng v Khi quan st cn gi b mt m bo tnh khch quan. Nu khch hng bit chng ta quan st th h s khng ng x hnh vi mt cch khch quan.

2) Phng php phng vnPhng php phng vn (Interview Method) l phng php thu thp d liu s cp bng cch phng vn cc i tng c chn. y l phng php duy nht bit c kin, d nh ca khch hng. Tuy nhin, phng php phng vn cng c cc nhc im nht nh. l chi ph cao, tn km thi gian v nhiu khi ngi c phng vn khng tr li hoc tr li khng trung thc (c bit i vi ngi chu ). Phng vn c th c tin hnh bng cch phng vn trc tip c nhn, phng vn ti ni cng cng, phng vn nhm tp trung, phng vn qua in thoi v phng vn qua th. Mi phng php ny cng c cc u nhc im ring. a) Phng vn trc tipc nhn Trong phng php phng vn c nhn (Personal Interviews), ngi phng vn v ngi c phng vn gp g trc tip. Phng php ny c tnh linh hot cao hn so vi cc loi phng vn kia, v ngi phng vn c th thay i cch hi hoc gii thch thm nu ngi c hi cha hiu r cu hi. Phng vn trc tip c kh nng thu c nhiu d liu hn ngoi bng cu hi m khch hng tr li, bi v ngi phng vn c th quan st thu c thm d liu v ngi c phng vn qua ngn ng khng li (nh ca, thi , hnh vi, trang phc...). K nng phng vn, k nng giao tip, thuyt phc s quyt nh n cht lng v s lng thng tin thu c. b) Phng vn ti ni cng cng Phng vn ti nh ngi c phng vn dn n kh khn gp mt h, ng thi chi ph cao. Do vy, thng thng ngi ta tin hnh phng vn gp ngu nhin ti cc trung tm tp trung ng ngi nh cc trung tm thng mi, ti cc quy giao dch. Phng vn ti ni cng cng (Public Interviews) yu cu phi thc hin nhanh trnh lm phin khch hng. Do vy ni dung phng vn phi ngn gn. Ngi phng vn cng phi c k nng tip cn v thuyt phc khch hng cng tc. 26

Phng vn ti ni cng cng c th tin hnh nhanh, chi ph r, d kim tra. Nhc im ca phng php ny l kh khn trong vic tip cn, thuyt phc khch hng trong khi h ang i li hoc lm vic khch. Tnh ngu nhin ca mu cng c th khng c m bo. c) Phng vn nhm tp trung Trong phng php phng vn nhm tp trung (Focus-group Interviews), ngi phng vn s gp g vi mt nhm khch hng t 4 dn 10 ngi trong mt bu khng kh gn gi, thn thin. Cc cu hi m c s dng khuyn khch khch hng t do tho lun vn c t ra. Ngi phng vn c th t cc cu hi lin tip hiu su hn thi ca khch hng v mt vn . Mc ch ca phng php phng vn nhm tp trung l nhm a ra cc khi nim, gi thit m sau s c kim tra qua cc thm d trn phm vi ln hn. Phng php ny cng c dng tm hiu su hn v hnh vi ca ngi tiu dng. Nhn chung, phng php phng vn trc tip c nhc im l chi ph cao, thi gian ko di, ngi phng vn phi c kinh nghim dn dt, gi m cc vn khc nhau trong qu trnh tho lun. d) Phng vn qua in thoi Phng php phng vn qua in thoi (Telephone Interviews) tip cn vi khch hng bng phng tin in thoi. Vi s h tr ca cng ngh thng tin v my tnh, kh nng ca phng php ny c m rng. Nh s h tr ny, vic quay s in thoi c th c thc hin ngu nhin, cc cu tr li c th c lu tr vi dung lng ln. u im ca phng vn qua in thoi l kh nng tip cn nhanh khng ph thuc vo khong cch, chi ph thp, thi gian ngn, d qun l. Nhc im ca phng php ny l khng ph hp vi cc phng vn c ni dung di, khng quan st c hnh vi ca khch hng. Ngoi ra, cc s in thoi c in trong danh b c th lc hu vo thi im phng vn; mt s h gia nh khng c my in thoi hoc c in thoi nhng khng ng k vo danh b. e) Phng vn qua th Phng vn qua th (Mailing Interviews) c thc hin bng cch gi bng cu hi (Questionnaire) cho khch hng qua bu in. Ngi nhn ch cn nh du vo cc cu hi trong bng v cng s gi li qua bu in. Phng php phng vn ny c cc u im nh sau. Th nht, do khng tip xc mt i mt vi ngi phng vn nn ngi tr li (v danh) khng b lng tng, kt qu phng vn khng b thin lch. Th hai, chi ph phng vn thp hn nhiu so vi phng vn trc tip, do vy ph hp cho cc phng vn trn phm vi ton quc. Nhc im ca phng php ny l thi gian ko di (t 3 n 4 tun). Cng c th thc hin phng vn qua e-mail. Do mi phng php thu thp d liu c cc u im v nhc im ring. Do vy, ngi ta thng kt hp cc phng php thu thp d liu khc nhau.

3) Phng php thc nghimPhng php thc nghim (Experimental Method) nhm to ra iu kin nhn to xc nh kt qu khi ta thay i mt bin s no trong khi gi nguyn cc bin s khc, tc l khm ph ra mi lin h nhn qu ca hai bin s no hoc kim chng cc gi thit t ra. Chng hn, khi ta thay i gi (tng, gim) v mun bit nh hng ca quyt nh n sc mua ca khch hng. Hoc khi ta mun th nghim mt sn phm mi, mt cch ng gi, bao b mi, mt qung co mi xc nh phn ng ca khch hng. Phng php thc nghim ph hp vi loi nghin cu nhn qu, tc l nghin cu tc ng ca mt bin s no n mt bin s khc, v d s thay i v gi, hay s thay i v bao b nh hng nh th no n sc mua ca khch hng. Sau y l tm tt mt s mc tiu ca phng php thc nghim

Khm ph mi lin h nhn qu gia 2 i lng 27

Kim chng mt gi thit no Th nghim sn phm mi Th nghim cc chin lc Marketing mi (bao b mi, gi mi, qung co mi...).

Kt qu thc nghim c quan st, hay ngi tham gia c phng vn ngi nghin cu bit c phn ng ca h, v d liu c ghi chp cn thn phn tch. Nhc im ca phng php thc nghim l chi ph cao, ng thi kh kim sot nh hng ca cc nhn t ngoi lai.

2.2.5. Phng php chn i tng iu traTrong phng php nghin cu hin trng, chng ta phi quyt nh la chn i tng cn iu tra nh th no? Chng ta c th iu tra ton b i tng cn quan tm, hoc iu tra mt mu c chn ra t , tc l mt b phn no trong s cc i tng khch hng m chng ta quan tm. Chng ta s tm hiu hai cch iu tra ny.

1) iu tra ton bNu s lng khch hng m chng ta quan tm khng ln th chng ta c th iu tra ton b. l trng hp nhng khch hng ln ti mt a phng. y l nhm khch hng quan trng ca cng ty nn cn tip xc trc tip, thng xuyn theo mt lch trnh nht nh. Nhng thng tin sau mi ln gp g vi cc khch hng ln cn c ghi chp y , h thng. Cng cn lp h s khch hng ln theo di.

2) iu tra chn muiu tra chn mu c s dng khi lng khch hng quan tm c s lng ln. Trong trng hp ny nu iu tra ton b th chi ph s cao, thi gian s ko di v cng khng cn thit. Phng php chn mu c c s khoa hc l phng php thng k ton hc. Theo l thuyt thng k, vic nghin cu thng tin thu c t mt mu ly ra t mt m ng cn nghin cu c th cho php ta suy ra cc kt lun tng i chnh xc v cc tnh cht no ca m ng. tin cy ca cc kt lun tu thuc vo tnh i din ca mu c chn, tc l ph thuc vo phng php chn mu v s lng cc phn t mu c chn. C th s dng cc phng php chn mu sau y: a) Chn mu ngu nhin Theo phng php ny th mi phn t ca m ng c chn ngu nhin vo mu. Nh vy bt k phn t no ca m ng cng c xc sut nh nhau c chn vo mu. Phng php ny cho chng ta kh nng tnh c tin cy ca cc kt lun cho m ng c rt ra t cc kt qu nghin cu trn tp hp mu. iu kin p dng phng php chn mu ngu nhin l m ng cn nghin cu phi c tnh ng u v cc c tnh cn nghin cu. V d l m ng cc doanh nghip nh, m ng l sinh vin cc trng i hc ti H ni. b) Chn mu ngu nhin phn tng Khi m ng khng c tnh ng uv c tnh cn nghin cu th trc ht ta cn chiam ng ra thnh cc nhm ng u theo cc c tnh cn nghin cu. Sau t mi nhm ng u ta li chn ra 28

mt mu theo phng php chn ngu nhin. Vic chia m ng cn nghin cu thnh cc nhm ng u cng ging nh vic phn on th trng. Mt vn cn tr li l kch thc mu bao nhiu th va. R rng l kch thc mu cng ln th tin cy ca cc kt lun cng cao, nhng dn n chi ph cao. Do vy, cn phi tnh ton c mu sao cho m bo tin cy cho trc. Cch tnh ton ny c th tham kho cc gio trnh thng k.

2.2.6. Phiu iu traPhiu iu tra (Bng cu hi - Questionnaire) l mt cng c thng c dng ghi chp cc kin ca khch hng trong phng php phng vn. Phiu iu tra l mt bng cc cu hi m ngi c phng vn cn tr li. Vic bin son mt bng cu hi ph hp l mt vn quan trng trong phng php ny. Cc cu hi phi c t r rng, trnh hiu nhm, trnh nhng cu hi t nh kh tr li. C hai loi cu hi l cu hi ng v cu hi m. Cc cu hi ng nu ra cc phng n tr li (v d ng, sai?), ngi c hi ch vic la chon mt trong cc phng n . Cu hi m cho php ngi c hi c th tr li theo ring cu mnh, khng b rng buc, do vy cu hi m ph hp vi giai on nghin cu thm d bit xem khch hng suy ngh g? tin cy ca cc cu tr li l vn m ngi phng vn khng kim tra c. L do l ngi phng vn khng bit l cu hi c c hiu ng hay khng? Ngi tr li c phi l ch h hay khng? Mt nhc im na ca phng php ny l s cc th tr li thng khng cao, kh m bo tnh ngu nhin ca mu c chn. Do vy, ngi phng vn cn c cc bin php khuyn khch khch hng tr li. Nhng sai lm thng gp khi son tho Phiu iu tra l:

Cu hi m ngi c hi khng c kh nng tr li: " V anh thch kem g?" Cu hi m ngi c hi khng mun tr li: "C bao nhiu tui?" Cu hi m ngi c hi khng th nh: "Nm qua anh vit bao nhiu l th?" Cu hi c cc t ng khng r : "Anh c thng gi in thoi khng? Khi nim "thng" y khng xc nh (th no l thng?) Cu hi t nh, kh tr li: "Thu nhp ca anh bao nhiu mt thng?". Trong trng hp ny nn hi : "khong t 1 triu n 2 triu hay t 2 triu n 3 triu..."

V d 1: V D: PHIU IU TRA KHCH HNG BU IN a im phng vn : M s KV: H tn ngi phng vn: Ngy phng vn: Nh ring: T: Bn cu hi ny dng nghin cu mc s dng v hiu bit ca ng/B v mt s dch v Vin thng. Chng ti nh gi rt cao nhng nhn xt v kin ng gp qu bu ca ng/B. Chng ti xin bo m rng cc thng tin tr li s c gi b mt. chng ti c th phc v khch hng tt hn xin ng/B vui lng tr li mt s cu hi sau. 29 H tn ngi c phng vn: Nam a ch : C quan: T: n

Cu 1. Hin nay ng/B c s dng in thoi c nh ti nh khng? a). C /khng s dng:

Cu 2. Trong tng lai ng/B c mun lp t in thoi ti nh khng? a) C: 1: Trong nm 2000

Cu 4. Trong tng lai ng/B c mun s dng in thoi di ng khng? 1. C nu gi thu bao v cc thng tin gim

Cu 5. Xin ng/B cho bit ngh nghip no sau y gn vi ngh nghip ca ng (b) nht?

1. C dng

2. Cha s 2: Nm 2001

1. 2. 3. 4. 5. 6.

Nhn vin c quan HCSN Nhn vin doanh nghip NN Nhn vin doanh nghip khc H kinh doanh Sn xut nh Bun bn nh V hu, ni tr Nng dn Sinh vin, hc sinh Khc (ghi r)....

b). L do cha s dng: 3: Sau nm 2001 1. Cha c nhu cu 4: Cha ngh n 2. Gi lp t cao 3. Cc thu bao cao 4. Thu nhp cn hn ch b). Mc ch lp t in thoi ca ng/B ch yu lm g? 1. Kinh doanh, bun bn

2. C nu c nhu cu 3. Cha bit 4. Khng

5. ngh nhng bu in cha lp

2. Lin lc gia nh, bn b 3. p ng yu cu khn cp khi c vic cn. Cu 3. Hin nay ng/B c s dng in thoi di ng khng? a). C s dng: 1. Loi tr trc (Prepaid card): 2. Loi tr sau:

7. 8. 9. 10.

Cu 6. Xin ng/B cho bit ngun thu nhp chnh ca gia nh l t hot ng no?

1. 2. 3. 4.

Lng CNVC Nh nc Lng nhn vin doanh nghip Kinh doanh bun bn Trng trt, chn nui Ngh th cng Sn xut nh Ngun khc

b). Cha s dng v: 1. Cha c nhu cu 2. Cc ho mng cao

3. Cc thu bao cao 4. Thu nhp cn hn ch

5. 6. 7.

30

Cu 7. Xin ng/B cho bit thu nhp bnh qun hng thng ca gia nh?

a). C/ nh C/ti c quan Khng s dng

b). c).

2- V mun hc/ tm hiu 2- V khng c nhu cu 3- gii tr 3- V

Cu 12. Xin ng/B cho bit nh gi ca ng/B v cht lng phc v ca bu in hin nay ?

1. 2. 3. 4. 5. 6.

t hn 500.000 T 500.000 n 1.000.000 Trn 1.000.000 n 2.000.000 Trn 2.000.000 - 3.000.000 Trn 3.000.000 - 5.000.000 Trn 5.000.000

Cu 9. ng/B bao gi s dng dch v Internet/ email cha ? 1. s dng Cha s dng Cu 10. Trong tng lai ng/B c mong mun s dng Ineternet/email khng? a). C b). Khng 1- V cn cho cng vic 1- V cha bit. 2.

hn ch v kinh t Cu 11. Theo ng/B hnh thc khuyn mi no l hp dn nht trong cc hnh thc sau?

1. 2. 3.

Tt Bnh thng Cha tt

Ti Sao?........... Cu 13. Xin ng/B ng gp kin bu in phc v khch hng tt hn ?

1.

Qu tng c gi tr gp 4. Tr

2. 3.

X s 5. Hnh thc khc.... Gim gi lp t

Cu 8. Xin ng/B cho bit hin nay c s dng my tnh (PC) ti nh hay ti c quan khng?

V d 2: Theo iu tra ca Taylor Nelson Sofres - mt cng ty nghin cu th trng, Vit Nam ang c mt lp ngi tiu dng c thu nhp cao nht trong x hi, ch yu sng cc thnh ph ln. H chim 37% dn s ti cc thnh ph, 3% trong s c thu nhp kh cao. Cng theo iu tra ca Cng ty, th lp ngi mi chim 5% dn s, vi thu nhp trung bnh 350USD/thng/h. V t l chi tiu cc khon khc nhau, h chi nhiu cho gii tr, du lch, th thao v u t cho gio dc con ci. Trong phong cch mua sm, h thch hng hiu hn l n chc mc bn. Cch nhn cuc sng ca nhng ngi ny l gn cht vi truyn thng, tn trng ngi gi. Sc kho quan trng hn tin bc. Ph n phi tham gia vo cc cng vic x hi. H mun lm vic chm ch v th h sau. H cho rng u t nc ngoi trong nhng nm qua gip tng cng cht lng cuc sng ca ngi Vit Nam. Mt iu tra khc c cng b cho thy hin 70% ln mua sm VN l do ph n quyt nh, trong khi 65% vic lt trn mng Internet l do nam gii thc hin. Ngi tiu dng VN vn c thi quen n trong cc qun cm bnh dn, lang thang ngoi ph mua sm, nhng dng xem nhiu hn mua. H coi th thao l hnh thc th dn ph bin. C 43% lp ngi tiu dng mun i du lch nc ngoi, 39% trong s nhng ngi ny mun c xe hi v 30% s nhng ngi tiu dng mi mun c my tnh c nhn loi hin i. Kt qu iu tra cng a ra mt li khuyn co cn thit cho cc cng ty khi tip th vi ngi tiu dng. Cn tng cng nng cao cht lng sn phm, v khi qung co, tip th hng ho, dch v n ngi tiu dng th hy th hin phong cch gin d, tinh t th s c hiu qu hn.

CU HI N TP V THO LUN1. M t khi qut h thng thng tin Marketing v chc nng ca n - H thng thng tin Marketing l mt h thng tng tc gia con ngi v cc thit b, phng php dng thu thp, x l, lu tr v chia s thng tin mt cch chnh xc, kp thi cho cc quyt nh Marketing trong doanh nghip. 31

- Hot ng Marketing trong doanh nghip ngy cng phc tp v a dng, i hi phi c y v kp thi cc thng tin cn thit. Do vy doanh nghip cn c h thng thng tin Marekting. N gip cho doanh nghip c cc thng tin Marketing y , kip thi v chnh xc ra cc quyt nh Marketing ng n. - M t h thng thng tin Marketing, bao gm cc h con nh sau:

H thng bo co ni b (doanh thu, chi ph, sn lng, vt t, tin mt..) H thng thu thp thng tin Marketing bn ngoi (thng tin bn ngoi Doanh nghip - thng tin t thu thp hoc mua bn ngoi) H thng nghin cu Marketing (t chc nghin cu thu thp thng tin cn thit) H thng phn tch thng tin Marketing (dng cc phng php thng k ton v my tnh phn tch thng tin thu c) Sinh vin v s ca h thng thng tin Marketing

2. Phn tch nhu cu cn thit mt h thng thng tin Marketing i vi doanh nghip. 3. Trnh by v phn tch cc thnh phn cu thnh m hnh h thng thng tin Marketing - H thng thng tin Marketing l mt h thng tng tc gia con ngi v cc thit b, phng php dng thu thp, x l, lu tr v chia s thng tin mt cch chnh xc, kp thi cho cc quyt nh Marketing trong doanh nghip. - H thng thng tin Marketing bao gm 4 h thng con nh sau: 1. H thng bo co ni b (doanh thu, chi ph, sn lng, vt t, tin mt..) 2. H thng thu thp thng tin Marketing bn ngoi (thng tin bn ngoi Doanh nghip - thng tin t thu thp hoc mua bn ngoi) 3. H thng nghin cu Marketing (t chc nghin cu thu thp thng tin cn thit) 4. H thng phn tch thng tin Marketing (dng cc phng php thng k ton v my tnh phn tch thng tin thu c). a) H thng bo co ni b: Trong bt k DN no cng c h thng bo co ni b v tnh hnh mi mt hot ng trong trong DN, thng nm trong Ban, Phng TC-TK-TK. y l ngun thng tin Marketing quan trng vi chi ph thp, v cc thng tin ny c dng cho nhiu mc ch khc nhau. y l ngun thng tin th cp. b) H thng thng tin ngoi DN, bao gm cc thng tin do DN t thu thp hoc mua bn ngoi. y cng l ngun thng tin th cp phong ph cn tn dng gim chi ph, tit kim thi gian. c) H thng nghin cu Marketing, do DN t t chc nghin cu thu thp thng tin cn thit, hoc DN thu cc cng ty nghin cu th trng nghin cu theo n t hng ca cng ty. y l cc thng tin c th cho mc tiu nghin cu khng c cc ngun thng tin th cp, hoc kim tra li chnh xc ca cc thng tin th cp. H thng phn tch thng tin Marketing s dng cc phng php thng k ton v my tnh phn tch thng tin thu c theo cc tiu thc khc nhau, trn c s cho ta cc kt lun cn thit v i tng c nghin cu. 4. Mc ch ca nghin cu Marketing? Phn bit gia nghin cu th trng v nghin cu Marketing? 5. Trnh by cc phng php nghin cu Marketing? 32

Chng ta xem xt ba phng php nghin cu Marketing sau y: 1) Phng php thm d: Mun hiu r kin khch hng v mt vn g , ngi ta c th tin hnh thm d kin, d lun ca khch hng. Phng php ny ph hp vi cc nghin cu c tnh m t. 2) Phng php thc nghim: Phng php thc nghim (Experimental Method) nhm to ra iu kin nhn to xc nh 1. kt qu khi ta thay i mt bin s no trong khi gi nguyn cc bin s khc, tc lkhm ph ra mi lin h nhn qu ca hai bin s no hoc kim chng cc gi thit t ra. Thc nghim li gm 3 loi sau: 2. Thc nghim trong phng th nghim (Laboratory Experiment) 3. Thc nghim hin trng (Field Experiment) 4. Th nghim Marketing(Marketing Test) 3) Phng php nghin cu nhn qu Nghin cu nhn qu l phng php nghin cu mi lin h rng buc gia cc hin tng no m s thay i ca mt hin tng ny dn n s thay i cu hin tng kia. Khi pht hin ra mi lin h nhn qu gia hai hin tng, chng ta c th d bo gi tr ca hin tng kt qu da vo gi tr ca hin tng nguyn nhn. 6. Trnh by cc phng php chn i tng iu tra 7. Cc giai on trong qu trnh nghin cu Marketing? 8. hiu r khch hng, cc doanh nghip c th thu thp cc ngun thng tin v khch hng nh th no? hiu r khch hng, cc doanh nghip c th thu thp cc ngun thng tin khc nhau v khch hng nh sau:

Qua cc ngun thng tin th cp c sn trong doanh nghip Qua cc ngun thng tin th cp bn ngoi doanh nghip Qua cc ngun thng tin s cp, hay thng tin nghin cu th trng Nu doanh nghip ln nh ngn hng, bu in c mng li tip xc vi khch hng rng ln, thng xuyn th doanh nghip nn khai thc cc ngun thng tin quan trng v chi ph thp ny.

Sinh vin phn tch chi tit cc ngun tin Marketing khc nhau trong cc doanh nghip. 9. Cc ngun thng tin Marketing khc nhau v phng php thu thp thng tin . 10. Gi s mt cng ty vin thng cn tm hiu v cc doanh nghip t nhn ang lm n trn a bn huyn nh gi nhu cu pht trin thu bao in thoi. Khi cng ty c th tm ngun thng tin th cp hay s cp? Nu l thng tin th cp th ly u? 11. Sau khi cng ty tin hnh mt chin dch qung co, cng ty c cn tin hnh nghin cu Marketing khng? Nu c th cng ty cn nghin cu vn g? 33

Theo hip hi Marketing M: "Nghin cu Marketing l qu trnh thu thp v phn tch c h thng cc thng tin (d liu) v cc vn lin quan n cc hot ng Marketing hng ho v dch v". - Bn cht ca nghin cu Marketing l xc nh mt cch c h thng cc t liu cn thit do tnh hung Marketing t ra cho cng ty, thu thp, x l, phn tch chng v bo co kt qu. - T tng ch o ca Marketing l "Mi quyt nh kinh doanh u phi xut pht t thtrng". Mun thc hin c t tng ch o ny th phi c y thng tin Marketing, tc l phi nghin cu Marketing Doanh nghip c y cc thng tin cn thit lin quan n cc quyt nh Marketing:

Hiu r khch hng Hiu r cc i th cnh tranh Hiu r tc ng ca mi trng kinh doanh n doanh nghip Hiu r cc im mnh, im yu ca ta (hiu r ta) Nghin cu th trng c ni dung hp hn nghin cu Marketing

12. Trnh by v cc ngun thng tin nghin cu Marketing. Lin h vi cc doanh nghip ni bn ang lm vic hoc hiu bit . Ta c th chia ngun thng tin nghin cu Marketing thnh hai ngun nh sau: Ngun thng tin th cp (cp 2) - L nhng thng tin thu thp trc y v mc tiu khc. Ngun thng tin ny bao gm:

Ngun thng tin bn trong doanh nghip: Cc bo co ti chnh-k ton-thng k; cc bo co ca cc nghin cu Marketing trc . Ngun thng tin bn tngoi doanh nghip: Cc n phm, cc nghin cu ca Nh nc; cc ngun thng tin i chng (kt qu iu tra dn s, bo, tp ch, Internet.. .)

- Cc ngun thng tin th cp thng r tin v chp nhn c. Nhng cn lu tnh thi s ca n. Do vy nn tn dng ngun thng tin th cp. Khi no khng thng tin th cp th mi nn tm thng tin s cp. Ngun thng tin s cp (cp 1) L nhng thng tin c thu thp ln u cho mt mc tiu nghin cu no ca Doanh nghip. Doanh nghip c th t t chc nghin cu thu thp thng tin (DN ln), hoc DN thu cc cng ty nghin cu th trng thc hin nghin cu theo yu cu ca DN. 13. Bn hy xut cc bin php y mnh hot ng thu thp v lu tr ngun thng tin th cp trong doanh nghip ni bn ang cng tc, hoc bn quen bit. - iu tra ton b: Nu s lng khch hng m chng ta quan tm khng ln th c th iu tra ton b. l trng hp nhng khch hng ln ti mt a phng. y l nhm khch hng quan trng ca cng ty nn cn tip xc trc tip, thng xuyn theo mt lch trnh nht nh. Nhng thng tin sau mi ln gp g vi cc khch hng ln cn c ghi chp y , h thng. - iu tra chn mu: 34

iu tra chn mu c s dng khi lng khch hng quan tm c s lng ln. Trong trng hp ny nu iu tra ton b th chi ph s cao, thi gian s ko di v cng khng cn thit. C 2 phng php chn mu l Chn mu ngu nhin (khi m ng cn nghin cu phi c tnh ng u v cc c tnh cn nghin cu) v Chn mu in hnh (Khi m ng khng c tnh ng uv c tnh cn nghin cu). Trc ht ta cn chiam ng ra thnh cc nhm ng u theo cc c tnh cn nghin cu. Sau t mi nhm ng u ta li chn ra mt mu theo phng php chn ngu nhin. 14. Trnh by cc phng php thu thp thng tin Marketing . C cc phng php khc nhau thu thp thng tin. Ngi ta c th chia thnh hai loi. l phng php bn giy v phng php hin trng. Phng php thu thp thng tin bn giy l phng php thu thp cc thng tin sn c bn trong v bn ngoi cng ty. Phng php bn giy dng thu thp thng tin th cp. Ngi thu thp thng tin c th ngi ti vn phng tm kim thng tin. Phng php thu thp thng tin hin trng bao gm nhiu phng php khc nhau thu thp thng tin s cp. l cc phng php: a) Phng php quan st (Observational Method) 1. Phng php quan st l phng php s dng ngi hoc my mc ghi li cc hin tng, hnh vi ca cc i tng khch hng, ca i th cnh tranh. Mc ch ca quan st l ghi li hnh vi, li ni ca khch hng khi h cc ni giao dch. Sau khi quan st thy mt hnh vi no ca khch hng, ta c th phng vn h bit thm thng tin v hnh vi . C th thc hin cc quan st bng mt, bng my ghi m, ghi hnh... 2. Phng php quan st cho ta kt qu khch quan. Tuy nhin, kh khn i vi phng php ny l khng thy c mi lin h gia hin tng v bn cht ca n. Mun vy ngi ta phi tin hnh quan st nhiu ln tm ra quy lut. Khi quan st cn gi b mt m bo tnh khch quan. Nu khch hng bit chng ta quan st th h s khng ng x hnh vi mt cch khch quan. b) Phng php phng vn (Interview Method): Phng php phng vn l phng php thu thp thng tin s cp bng cch phng vn cc i tng c chn. y l phng php duy nht bit c kin, d nh ca khch hng. Tuy nhin, phng php phng vn cng c cc nhc im nht nh. l chi ph cao, tn km thi gian v nhiu khi ngi c phng vn khng tr li hoc tr li khng trung thc. Phng vn c th c tin hnh bng cch phng vn trc tip c nhn, phng vn ti ni cng cng, phng vn nhm tp trung, phng vn qua in thoi v phng vn qua th. Mi phng php ny cng c cc u nhc im ring. Sinh vin trnh by tm tt u nhc im ca cc phng php ny.

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Chng 3: Mi trng MarketingSau khi hc chng ny, sinh vin cn: - Nm c cc yu t mt trng nh hng n hot ng ca doanh nghip - Hiu r cc nguy c do mi trng mang li cho cc doanh nghip BCVT hin ti v trong tng lai - Nm c cc c hi m mi trng mang li cho cc doanh nghip BCVT hin ti v trong tng lai

Contents

Chng 3: Mi trng Marketing MC TIU 3.1. MI TRNG MARKETING L G? 3.2. MI TRNG MARKETING V M

3.2.1. Mi trng nhn khu hc 3.2.1. Mi trng kinh t 3.2.3. Mi trng t nhin o 3.2.4. Mi trng cng ngh o 3.2.5. Mi trng chnh tr, lut php o 3.2.6. Mi trng vn ho x hi 3.3. MI TRNG MARKETING VI Mo o o

3.3.1. Cc yu t v lc lng bn trong doanh nghip 3.3.2. Cc nh cung ng o 3.3.3. Cc trung gian Marketing o 3.3.4. Khch hng o 3.3.5. i th cnh tranh o 3.3.6. Cng chng trc tip CU HI N TP V THO LUN PH LCo o

MC TIUSau khi hc chng ny, sinh vin cn:

Nm c cc yu t mt trng nh hng n hot ng ca doanh nghip Hiu r cc nguy c do mi trng mang li cho cc doanh nghip BCVT hin ti v trong tng lai Nm c cc c hi m mi trng mang li cho cc doanh nghip BCVT hin ti v trong tng lai

3.1. MI TRNG MARKETING L G?Mi trng Marketing l tng hp cc yu t bn trong v bn ngoi cng ty c nh hng tch cc hoc tiu cc n hot ng Marketing ca doanh nghip. D thy rng, bt k doanh nghip no cng hot ng trong mt mi trng kinh doanh nht nh v chu s chi phi, tc ng mnh ca mi trng n cc hot ng kinh doanh ca doanh nghip. Nhng bin ng trong mi trng nh hng su sc n doanh nghip, bao gm c cc nh hng tt v nh hng xu. Nhng bin ng trong mi trng c th din ra t t, nhng cng c th xy ra t ngt. 36

Cc yu t mi trng thng mang li cho doanh nghip cc nguy c e do, nhng ng thi cng mang li cc c hi kinh doanh cho doanh nghip. Nu doanh nghip c y cc thng tin , h s c k hoch, cc bin php ch ng vt qua cc nguy c v nm ly cc c hi thun li. Do vy doanh nghip cn hiu r cc yu t ca mi trng. Ta c th phn chia thnh 2 loi mi trng: mi trng v m v mi trng vi m.

3.2. MI TRNG MARKETING V MMi trng v m gm cc yu t, cc lc lng x hi rng ln, c tc ng n ton b mi trng kinh doanh ca doanh nghip. Doanh nghip khng th kim sot, thay i c cc yu t ca mi trng v m. Cc yu t trong mi trng v m mang li nhng c hi mi cng nh cc thch thc i vi cc doanh nghip. V doanh nghip khng th thay i c mi trng v m, do vy phi tm cch thch ng vi n th mi c th tn ti v pht trin c. Sau y l cc yu t mi trng v m (xem Hnh 3.1).

3.2.1. Mi trng nhn khu hcNhn khu hc l mt mn khoa hc nghin cu dn c v s phn b dn c. C th, n nghin cu cc vn nh quy m, mt , phn b dn c, ngh nghip, tui tc, gii tnh, tn gio, t l sinh, t l cht...Cc nh qun l Marketing rt quan tm n cc yu t ca mi trng nhn khu, v con ngi hp thnh th trng cho cc doanh nghip. Sau y chng ta s tm hiu xem cc yu t nhn khu nh hng nh th no n cc hot ng Marketing ca doanh nghip.

Quy m, c cu tui tcQuy m, c cu tui tc ca dn c l yu t quy nh c cu khch hng tim nng ca mt doanh nghip. Khi quy m, c cu tui tc dn c thay i th th trng tim nng ca doanh nghip cng thay i, ko theo s thay i v c cu tiu dng v nhu cu v cc hng ho, dch v. Do vy cc doanh nghip cng phi thay i cc chin lc Marketing thch ng. Vo nhng nm 90, ti nhiu nc pht trin t l nhng ngi sng c thn tng ln, t l sinh cng gim, t l ngi gi ngy cng tng v tr em ngy cng gim. Cc cng ty sn xut thc n v dng tr em c nguy c mt dn khch hng. H buc phi chuyn dn sang phc v cc khch hng ln tui bng cch a ra cc sn phm, dch v mi nh sa chng long xng cho ph n c tui, shampo cho tc trn 40, kem dng da cho ph n trn 50, bo him cho ngi gi. Cc qung co "Tr em l mi quan tm ca chng ta" c thay bng cc qung co "Chm sc ngi gi nh b m". Cc cng ty du lch, khch sn cng c th thu ht thm cc khch hng c thn, nhn ri. Nhiu cng ty cung cp thc n tr em m th trng mi ti cc nc ang pht trin, ni c t l tr em cao.

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m t c cu dn c theo tui tc, ngi ta dng khi nim thp tui. Thp tui Vit Nam trn to di b, tc l t l dn s tr cao. y l th trng quan trng cho nhiu nh kinh doanh.

Quy m v tc tng dn sQuy m v tc tng dn s l hai ch tiu dn s hc quan trng. Dn s ln v tng cao to ra mt th trng tim nng rng ln cho nhiu doanh nghip. Vit Nam vi quy m dn s hn 70 triu ngi vi tc tng cao l th trng hp dn ca cc cng ty trong nc v nc ngoi.

C cu, quy m gia nh, k hoch ho gia nh, gii phng ph ny l cc yu t nh hng mnh n nhu cu th trng nhiu hng ho, dch v khc nhau. Thc hin chnh sch k hoch ho gia nh, tc tng dn c Vit Nam ang gim. Quy m gia nh 2 con Vit Nam, 1 con Trung Quc dn n mc tiu dng thc phm, chi, qun o tr em gim, nhng li yu cu cht lng cao hn. Ph n c gii phng v tham gia vo mi hot ng x hi l nhn t thc y tiu dng nhiu loi hng ho, dch v nh nh tr, hc sinh ni tr, my git, bp ga, thc phm ch bin sn, m phm, qun o thi trang, git l, gi u, giao hng ti nh, ngi gip vic...

Qu trnh th ho, phn b li dn cTi cc nc ang pht trin ni chung v ti Vit Nam ni ring, qu trnh th ho v phn b li dn c din ra mnh m. Cc th ngy cng m rng v ng c. Dng ngi t cc vng qu x ra thnh ph lm n. y l yu t lm tng nhu cu xy nh ca, sm c gia nh, nhu cu thu nh bnh dn, nhu cu cm bnh dn, nhu cu gi tin v qu, nhu cu gi in thoi cng cng, nhu cu vn chuyn hnh khch... t ai cc khu ven cng dn dn t ln v tr thnh cc t im dn c mi, mang li nhiu tin cho cc gia nh nng dn ngoi thnh trc y vn thiu thn. iu ny to tin cho cc nhu cu xy nh ca, mua sm c. Qu trnh th ho v chuyn dch lao ng cng gip cho i sng nng thn thay i. Nng thn tr thnh cc th trng quan trng cho nhiu doanh nghip.

Trnh vn ho gio dc ca dn c1. Hnh vi mua sm v tiu dng ca khch hng ph thuc vo trnh vn ho, gio dc ca h. l vn ho tiu dng nh vn ho m thc, vn ho thi trang, vn ho tr...nhng ngi c vn ho cao s c c hi kim c nhiu tin hn, h c nhu cu tiu dng nhng hng ho c cht lng cao hn.

3.2.1. Mi trng kinh tMi trng kinh t bao gm tt c cc yu t v m nh hng n sc mua ca ngi dn. l tc tng trng kinh t quc dn, l lm pht, tht nghip, li sut ngnhng. Cc yu t kinh t ny nh hng trc tip n sc mua ca ngi dn, ca Chnh ph v cu cc doanh nghip, v do vy cng nh hng trc tip n hot ng Marketing ca doanh nghip.

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Vo thi k tng trng kinh t, u t mua sm ca x hi khng nhng tng, m cn phn ho r rt. Nhu cu tiu dng cc sn phm, dch v cao cp tng. Ngi ta hng ti nhu cu n ngon, mc p, ngh ngi, vui chi gii tr, du lch. y l c hi vng cho cc nh sn xut, kinh doanh cung cp cc dch v du lch, ngh ngi, cc hng ho tiu dng t tin. Cc cng ty m rng cc hot ng Marketing, pht trin thm cc sn phm mi, xm nhp th trng mi. Ngc li, khi tc tng trng kinh t gim st, nn kinh t suy thoi, u t, mua sm ca Nh nc, dn chng v doanh nghip u gim st. iu ny nh hng ln n cc hot ng Marketing ca cc doanh nghip. Vo nhng nm 90 kinh t ton cu v nhiu nn kinh t ln suy gim, nh hng ln n thng mi quc gia v quc t. Nh nc bn bt cc doanh nghip cng ch gim n. Cc cng ty gim bt vn u t, ct gim bin ch, tht nghip tng, sc mua ca x hi gim. Tuy nhin, iu ny cn ph thuc vo cc tng lp dn c. Nhng nhm ngi giu c vn tiu dng nhiu hng ho t tin ngay c vo thi k kinh t kh khn. Nhng tng lp ngho trong x hi buc phi thay i c cu chi tiu, tp trung vo nhng hng ho thit yu nht v s lng mua cng gim st. Trong iu kin , hot ng Marketing cng phi thay i thch ng. Cc sn phm va ti tin s bn chy hn l cc sn phm xa x. Khi lm pht tng, gi c tng nhanh hn thu nhp c nhn, nhu cu tiu dng ca dn chng cng thay i. Mt s tm gc li cc chi tiu ln. S nhng ngi nhiu tin li vi v u c vng, la hoc nh t gi ca. Khi li sut tin gi cao s lm gim sc mua cc hng ho lu bn v thu ht dn chng gi tit kim hn l u t hoc tiu dng. Khi li sut gim, cc cng ty thng kch thch tiu th bng cch bn tr chm vi li sut thp hn th trng hoc khng li. Trong hn mi nm i mi, kinh t Vit Nam ang tng trng nhanh. Nm 2001 mc tng trng GDP ca Vit Nam ch ng sau Trung Quc. Thu nhp ca dn chng tng, u t trong v ngoi nc vn mc cao, lm pht tht nghip thp, nh nc cng c chnh sch kch cu. y chnh l cc iu kin kinh t v m thun li cho cc doanh nghip m rng sn xut kinh doanh. Mt khc, Vit Nam ang chuyn mnh sang nn kinh t th trng, ng thi tng bc ch ng hi nhp kinh t khu vc v quc t. Vit Nam k hip nh thng mi Vit - M, l thnh vin ASEAN, APEC v tr thnh thnh vin th 150 ca WTO vo cui nm 2006. Trong iu kin , cnh tranh s ngy cng gia tng c v quy m v mc . Nh nc buc cc ngnh phi xy dng l trnh hi nhp thch nghi vi mi trng cnh tranh trn phm vi quc t. Trong iu kin , cc doanh nghip phi ti cu trc, i mi cng ngh, sn phm dch v, thay i t duy kinh doanh, hng ti khch hng th mi c th tn ti v ph

3.2.3. Mi trng t nhinMi trng t nhin l h thng cc yu t t nhin c nh hng n cc ngun lc u vo cn thit cho hot ng ca cc doanh nghip, do vy cng nh hng n hot ng Marketing ca doanh nghip. l cc yu t nh kh hu, thi tit, v tr a l, ti nguyn thin nhin, mi trng...

1) nhim mi trngVo nhng nm 60 d lun th gii cnh bo v vn nhim mi trng do hot ng sn xut v tiu dng ca con ngi gy ra. Nhiu t chc bo v mi trng ra i v hot ng tch nhm hn ch nhng nhim do cht thi ca cc ngnh cng nghip v cht thi tiu dng gy ra. Trc tnh th , cc ngnh sn xut hng ho cng bt u phi thay i cng ngh sn xut nhm gim nhim mi trng nh s dng bao b d ti ch, s dng xng khng ch, s dng h thng lc nc, kh thi. Cc sn phm "thn thin vi mi trng" nh xe p in, t in, t kh ga, xng khng ch...ngy cng xut hin nhiu v ang chim c thin cm ca ngi tiu dng v x hi. 39

Kinh t Vit Nam pht trin nhanh chng. Tuy nhin, vn nhim mi trng cng tr nn ngy cng tr nn nng n, c x hi quan tm lo lng.

2) Tnh hnh khan him nguyn, nhin liuCc nguyn, nhin liu truyn thng nh vng, bc, st, thp, ng, du m, than ... ngy cng cn kit. iu ny buc cc cng ty s dng cc nguyn, nhin liu phi chi ph nhiu hn do thu ti nguyn tng ln ng thi vi chi ph cho cc u t nghin cu tm cc nguyn liu mi thay th. Nng lng gi, mt tri, a nhit ngy cng c s dng nhiu hn. iu ny m ra c hi kinh doanh cho cc ngnh sn xut mi. Trong nhng nm gn y, gi du trn th gii tng nhanh chng. y l thch thc i vi cc doanh nghip Vit Nam s dng nhiu xng du, nhng cng l ng lc cc doanh nghip nghin cu a ra nhiu sn phm mi nh xe chy bng ga, in...

3) S can thip ca lut phpNh nc ngy cng can thip bng php lut vo cng cuc bo v mi trng v m bo cho x hi s dng ngun ti nguyn thin nhin hp l. Cc b lut mi ra i nhm bo v ngun nc, khng kh, t ai, bin, rng, chim mung, th qu him. Nhiu khu vn quc gia mi ra i to nn nhng mi trng bnh yn cho cc loi ng thc vt pht trin. Hot ng kinh doanh ca cc doanh nghip chu s iu tit nghim ngt ca cc c quan nh nc, ng thi chu s theo di, gim st cht ch ca d lun x hi v ca cc t chc bo v mi trng. iu ny buc cc doanh nghip cng phi tm kim cc gii php mi trnh vi phm lut l bo v ti nguyn, mi trng.

3.2.4. Mi trng cng nghCng ngh ngy cng thay i nhanh chng, mang li cho con ngi nhiu iu k diu, nhng cng t ra cc thch thc mi cho cc doanh nghip.

Cng ngh l mt v kh cnh tranh. Cng ngh mi s to ra cc sn phm mi cnh tranh vi sn phm hin ti. Do vy cng ngh to ra c hi cho cc doanh nghip mi gip cho cc doanh nghip mi cnh tranh vi cc doanh nghip c chm chp. Cc doanh nghip mi thng dng cng ngh mi cnh tranh vi doanh nghip c nh l mt chin lc thc sn.

My ph to copy ra i lm thit hi cho ngnh sn xut giy than, my ch. ng h in t ca Nht mt thi tng lm iu ng ngnh sn xut ng h c hc ca Thu S. Trong lnh vc in t vin thng, cc con chp nh vi gi c ngy cng h, cc tuyn cp quang dung lng ngy cng ln vi gi ngy cng r to ra cuc cch mng trong tin hc v vin thng. iu ny dn n mt lot cc dch v mi ra i lm thay i b mt x hi. Th tr trc in t cho dch v in thoi di ng kch thch nhu cu ca khch hng, lm cho t l thu bao di ng tr trc tng ln chng mt v t con s 70% tng s thu bao di ng ton quc vo cui nm 2001.

Ngy nay cng ngh thay i nhanh chng. Cng ngh truyn thng s ho, tin hc ho, quang ho pht trin nhanh chng lm cho gi c gi c cc thit b vin thng gim nhanh, v cht lng lng c nng cao, c kh nng to ra cc dch v a dng. Xu hng hi t gia cc cng ngh: Vin thng - Tin hc - Truyn thng v ang to ra nhiu dch v mi, nhiu i th cnh tranh mi, c bit l Internet mang li nhiu dch v vin thng mi 40

cnh tranh vi cc dch v vin thng truyn thng. Tng t nh vy, xu hng hi t gia Bu chnh truyn thng, Tin hc v Vin thng cng mang li cho x hi cc dch v mi l bu chnh in t. Cc cng ty v Nh nc ngy cng ch trng n u t nghin cu cng ngh mi, sn phm mi. iu ny gip tng kh nng cnh tranh cho cc doanh nghip, cho quc gia. M l nc u t ln nht cho nghin cu khoa hc v th nghim sn phm mi. y l mt trong cc nguyn nhn gip nn kinh t M tr thnh mt nn kinh t c kh nng cnh tranh mnh nht trn th gii.

nng cao kh nng cnh tranh, cc nh qun tr Marketing phi lun theo di s bin i ca cng ngh mi gi v tr tin phong trn th trng. Vic Vietel m dch v 178 trc so vi VNPT l mt bc t ph thng li ca Vietel vo th trng in thoi lin tnh Vit Nam. V d:

in thoi cng ngh VoiIP cnh tranh mnh vi in thoi ng di truyn thng, E-mail, e-card cnh tranh vi th, bu nh bu thip truyn thng. in thoi di ng ni vng cnh tranh vi in thoi c nh, in thoi di ng. Thng mi in t nh hng n Bu chnh truyn thng Thanh ton in t cnh tranh vi chuyn tin truyn thng Bo in t cnh tranh vi bo ch truyn thng CityPhone cnh tranh vi in thoi c nh...

3.2.5. Mi trng chnh tr, lut phpMi trng chnh tr php lut c nh hng ln ti cc hot ng Marketing ca doanh nghip. Mi trng chnh tr php lut bao gm h thng lut v cc vn bn di lut, cc cng c, chnh sch nh nc, cc c quan php lut, cc c ch iu hnh ca Nh nc. Tc ng ca mi trng chnh tr php lut n doanh nghip th hin vai tr qun l nh nc i vi nn kinh t quc dn. 1) H thng php lut iu tit cc hot ng ca doanh nghip Vit Nam nh: Lut doanh nghip, Lut u t nc ngoi, Lut hi quan, Lut chng c quyn, Lut Doanh nghip nh nc, Lut Bu chnh, Lut Vin thng, Ngh nh v qun l Internet, Ngh nh v qung co... ang c son tho, b sung v hon chnh. Cc vn bn php lut ny nu r lnh vc m doanh nghip c php kinh doanh v lnh vc cm khng c kinh doanh cng nh ngha v v quyn li i vi doanh nghip. Cc nh qun tr Marketing cn nm vng lut php trnh vi phm sai lm. Mt khc, kinh doanh trong mt mi trng php lut hon chnh gip cho doanh nghip hot ng an ton, bnh ng. Hi nhp quc t, tham gia kinh doanh trn th trng ton cu i hi cc doanh nghip Vit Nam phi hiu bit lut php quc t trnh xy ra nhng sai lm ng tic. 2) H thng cc cng c chnh sch Nh nc c tc ng ln n cc hot ng kinh doanh ca doanh nghip. l: Chnh sch ti chnh, tin t, Chnh sch thu nhp, Chnh sch xut nhp khu, Chnh sch a dng ho s hu, Chnh sch khuyn khch u t nc ngoi, Chnh sch pht trin nng thn, min ni... Ngh quyt Hi ngh 3, Ban Chp hnh TW kho IX v tng cng tnh t ch cho cc doanh nghip nh nc cng ang c th ch ho thnh cc chnh sch c th i vo cuc sng. ng v Nh nc ta ang thc hin ng li ch ng hi nhp khu vc v quc t theo tinh thn "Hi nhp pht trin". Ch trng ng li ny cng ang c thc thi bng cc l trnh hi nhp ca cc ngnh kinh t Vit Nam n nm 2020. Cc doanh nghip Bu chnh vin thng chu s tc ng mnh ca cc chnh sch nh: Chnh sch i mi, c phn ho doanh nghip nh nc, khuyn khch a dng ho s hu, khuyn khch thc y cnh tranh trong nc, khuyn khch pht trin kinh t nng thn, min ni. y l c hi cho cc doanh nghip mi 41

tham gia th trng ang tng trng nhanh ny, nhng li l thch thc, nguy c ln i vi cc doanh nghip c. Ngh nh v BCVT, lut v cng ngh thng tin c a vo thc thi. y l mt o lut chi phi ln n hot ng sn xut kinh doanh ca cc doanh nghip trn th trng BCVT v cng ngh thng tin. 3) C ch iu hnh ca Chnh ph quyt nh trc tip n tnh hiu lc ca php lut v ng li, chnh sch kinh t ca Nh nc, v do vy n hot ng kinh doanh ca doanh nghip. Mt Chnh ph mnh, tron