c6 Chien Luoc San Pham 5152

1
Th.S Dinh Tien Minh 1

CHNG 6 CHNG 6
CHNG 6
CHIN I!OC SAN PHAM CHIN I!OC SAN PHAM
|Producf Sfrafogy) |Producf Sfrafogy)
Muc tieu chng 6
1. ChI ra fam quan frong cua san pham va
chIon Iuoc san pham frong kInh doanh.
2. Trnh bay mof so chIon Iuoc san pham
dIon hnh.
3. CIoI fhIou vo nghIon cuu chu ky song
cua mof san pham va fIon frnh phaf
frIon mof san pham moI.
2
6.1 Khai quat ve san pham theo quan
iem marketing
6.1.1 San pham
KhaI nIom
8an pbam /a bat cu tbu g co tbc Jua oao tbj
truong Jc Jat Juoc su cbu y, mua ban, su Jung
boac ticu tbu, co kba nang tboa man Juoc mot
uoc muon bay mot nbu cau.
Mof san pham co fho Ia vaf pham, djch vu, y
fuong hay dja dIom.
Trang b
Giao
hang
& tn
dung
Bao hanh
Dch
vu sau
khi
mua
San pham
gia tang
San pham
thc te
San pham
cot loi
Bao b
ac
iem
Nhan
hieu
Chat
lng
Kieu
dang
Li ch c
ban
San pham
tiem nang
3
Chuc nang ma khach hang mong doI khI
ho mua san pham do gIaI quyof mof nhu cau
cua mnh duoc goI Ia san pham co ban.
Cac bo phan cau fhanh san pham phoI hop
IaI nham chuyon faI IoI ch cua san pham co
ban cho khach hang goI Ia san pham cu fho.
Taf ca cac IoI ch va djch vu duoc cap
fhom, cho phop phan bIof san pham cua mof
cong fy nay voI cac cong fy khac goI Ia san
pham gIa fang.
Phan IoaI
Tuy fhoo muc dch su dung: hang fIou dung va
hang fu IIou san xuaf.
Tuy fhoo fhoI gIan su dung: hang bon va
hang mau hong.
Tuy fhoo dac dIom cau fao: san pham huu
hnh va djch vu.
Tuy fhoo hanh vI fIou dung cua cac IoaI hang:
hang fhuan fIon |fhIof you, ngau hung, cap
fhIof), hang shoppIng |mua co suy nghI), hang
dac bIof |doc dao).
4
ac fnh cua san pham
ac fnh kI fhuaf, I hoa: gom cong fhuc, fhanh
phan vaf IIou, kIou dang, mau sac, co kho
ac fnh su dung gom fhoI gIan su dung, fnh
dac fhu, do bon, an foan, hIou nang
ac fnh fam Iy: gom vo dop, vo fro frung, su
fhoaI maI, su vung chac.
ac fnh kof hop: gom gIa ca, nhan hIou, su
dong goI, fon goI, cac djch vu
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6.1.2 Nhan hIou
KhaI nIom
Nban bicu /a mot tbuoc tinb quan trong cua san
pbam. No co tbc /a tcn goi, kicu Jang, bicu tuong,
boac bat cu Jac Jicm nao cbo pbcp pban bict san
pbam cua nba cung cap nay ooi san pbam cua nba
cung cap kbac.
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.
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Nhan hIou co cac chuc nang sau
Chuc nang fhuc fIon: cho phop ghI nho do dang kof
qua cua qua frnh Iua chon fruoc day, nho do gIup
nguoI fIou fhu co fho fm IaI duoc nhanh chong cac
nhan hIou ma ho cho Ia fhch hop.
Chuc nang bao dam: doI voI nguoI fIou fhu, mof
nhan hIou quon fhuoc Ia su dam bao cho mof chaf
Iuong fof nhaf.
Chuc nang ca fho hoa: khI nguoI fIou fhu Iua chon
mof nhan hIou nao do fuc Ia khang djnh nof doc dao,
nhan cach cua ho.
Chuc nang fao su vuI fhch: nguoI fIou fhu cam
fhay vuI fhch khI duoc chon Iua fha ho frong nhIou
san pham co nhan hIou da dang.
Chuc nang chuyon bIof: khI nhan hIou phan anh
mof hnh dang doc nhaf cac dac frung cua san pham,
v du nhan hIou xo hoI fhuong Ia con fhu, ngoI sao,
dong song, con chIm do chI su dI chuyon nhanh.
Chuc nang do phan bIof: khI nhan hIou Ia dIom duy
nhaf do nguoI fIou fhu bam vao frong vIoc chon mua
san pham, do Ia nhung san pham co mau sac gIong
nhau raf kho phan bIof bang maf
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Quyof djnh vo quan ho ho hang cua nhan hIou
Ton nhan hIou rIong bIof |P&C).
Ton nhan hIou fhong nhaf cho faf ca cac IoaI hang
hoa |C).
Ton nhan hIou fap fho cho ho hang hoa.
Ton fhuong maI cua cong fy kof hop voI nhan hIou
rIong bIof |KoIIog rIco cryspIos, KoIIog raIsIn).
The following conditions are favorable to successful
branding:
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.
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CharacforIsfIcs of a Cood rand Namo :
1. Shorf and sImpIo
2. asy fo spoII and road
3. asy fo rocognIzo and romombor
4. asy fo pronounco
5. Can bo pronouncod In onIy ono vay
6. Can bo pronouncod In aII Ianguagos
7. SuggosfIvo of producf bonofIfs
8. AdapfIvo fo packagIng/IaboIIng noods
9. No undosIrabIo Imagory
10. AIvays fImoIy |doos nof gof ouf-of-dafo)
11. AdapfabIo fo any advorfIsIng modIum
12. IogaIIy avaIIabIo for uso |nof In uso by
anofhor fIrm)
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6.1.3 ao b ong goI
KhaI nIom
Bao b /a oicc tbict kc oa san xuat oat Jung
cbua Jung san pbam. No ngay cang tro ncn mot
cong cu markcting quan trong.
Bao b bao gom J /op. Lop trong /a /op truc ticp
cbua Jung bang boa. Bao goi ngoai Jung bao oc
/op trong. Va bao b oan cbuycn Jc bao quan oa
oan cbuycn bang boa.
9
ao b fof so:
ao boc va bao vo duoc san pham.
Thu huf duoc su chu y.
Phan anh duoc noI dung bon frong.
ay nhanh vIoc ban san pham.
o dong goI, van chuyon fhong qua cac
konh phan phoI.
Phu hop voI cac you cau va quan fam vo
moI fruong.
6.1.4 Nhung quyof djnh vo djch vu doI voI
khach hang:
) Quyof djnh vo ho fhong djch vu fong hop
Cho huong fn dung, dIou kIon gIao hang
ao hanh
Sua chua khong maf fIon
Cho fhu mIon ph
Iap rap, hIou chInh san pham
Huong dan cach su dung san pham
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) Quyof djnh vo muc do djch vu |khoI Iuong va chaf
Iuong).
) Quyof djnh vo hnh fhuc Iam djch vu.
Cung cap djch vu sua chua fIvI mIon ph 1 nam
ko fu ngay mua.
an hop dong vo phuc vu cho mof cong fy khac.
Khong Iam djch vu sua chua va do cho cac fho
sua chua phuc vu.
) o phan Iam djch vu phuc vu khach hang.
6.2 Chien lc san pham
6.2.1 Cac khaI nIom
ong san pham |producf-IIno): Ia mof nhom
nhung san pham co IIon ho maf fhIof voI nhau boI
v chung fhuc hIon mof chuc nang fuong fu, duoc
ban cho cung mof nhom khach hang qua cung mof
konh nhu nhau hay fao ra mof khung gIa cu fho.
Tap hop san pham |producf-mIx): Ia fong hop
nhung dong san pham va mon hang ma mof nguoI
ban cu fho dua ra do ban cho nhung nguoI mua.
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ChIon Iuoc san pham Ia fong fho cac djnh
huong, cac nguyon fac va cac bIon phap fhuc hIon
frong vIoc xac Iap mof fap hop san pham bao gom
cac dong san pham va cac mon hang |producf Ifom)
sao cho phu hop voI fung fhj fruong va phu hop voI
fung gIaI doan khac nhau frong chu k song cua
san pham do.
6.2.2 Cac chIon Iuoc san pham
ChIon Iuoc dong san pham
ChIon Iuoc fap hop san pham
ChIon Iuoc cho fung san pham cu fho
Product lines
Product item
Product item
Product item
Product item
Product item
Product item
Product item
Product item
Product item
Product-mix
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BOT GIAT KEM A NH RANG XA BONG CUC KH MUI TA LOT CA PHE
XA I MO T LA N
Ivory snow Gleem Ivory Secret Pampers Folger's
Dreft 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
Cbicu rong pbo bang oa cbicu Jai bc bang cac san pbam
P&G
ChIou rong pho hang
C
h
I
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u

d
a
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h
o
h
a
n
g
HaIr caro
oodoranf
OraI caro
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SkIn caro
ProsfIgo
Iragancos
Toa
STOP
MK
ANO
BY
ONK
In fho 1920s, WaII's "W" Iogo vas prInfod on cards and
dIsfrIbufod fo famIIIos. IspIayIng fho card In fho
vIndov vas a sIgnaI for fho Ico croam saIosman fo
caII.
Ior many fho sIogan "Sfop mo and buy ono", paInfod
on fho fronf of WaII's Ico croam doIIvory frIcycIos, Is a
chorIshod chIIdhood momory.
14
6.2.2.1. ChIon Iuoc dong san pham |Producf-
IIno sfrafogy)
Trong kInh doanh f co doanh nghIop nao chI co mof
san pham duy nhaf ma fhuong co ca mof dong san
pham nho do gIup doanh nghIop phan bo ruI ro fof
hon.
ChIon Iuoc fhIof Iap cac dong san pham
o vIoc kInh doanh an foan, co hIou qua, can fhIof
Iap cac dong san pham fhch hop va fung buoc cung
co cac dong do vo chaf cung nhu vo Iuong do fho Iuc
doanh nghIop ngay cang fang.
ChIon Iuoc phaf frIon dong san pham
ChIon Iuoc phaf frIon dong san pham fho hIon boI
su phaf frIon cac mon hang frong cac dong san
pham do. VIoc phaf frIon dong san pham co fho fhuc
hIon fhoo haI cach : dan rong va bo sung.
ChIon Iuoc han cho dong san pham
Trong qua frnh kInh doanh, canh franh fron fhj
fruong chac chan doanh nghIop so phaf hIon ra
nhung dong san pham hay nhung san pham khong
con hIou qua nua va phaI nhanh chong fu bo chung
do don moI fIom Iuc phaf huy nhung san pham hIon
dang con co hIou qua.
ChIon Iuoc caI fIon dong san pham
Trong chIon Iuoc nay, cac san pham hIon co frong
dong san pham duoc sua doI f nhIou nhu caI fIon vo
hnh dang, co kho, vaf IIou, mau sac, bao b, nhan
hIou fu do cung Iam cho khach hang fIou dung nhIou
hon.
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ChIon Iuoc hIon daI hoa dong san pham
Muc dch cua chIon Iuoc nay Ia Iam cho cac san
pham saf hop voI nhu cau ngay mof nang cao cua fhj
fruong. o hIon daI hoa dong san pham doanh
nghIop non dIou chInh fung phan v Iam nhu vay so
gIup franh duoc kho khan vo maf faI chnh dong
fhoI gIup doanh nghIop nhan xof duoc phan ung cua
khach hang va cac frung gIan doI voI mau ma moI
do fruoc khI fhay doI ca dong san pham.
6.2.2.2. ChIon Iuoc fap hop san pham
|Producf-mIx sfrafogy)
ChIon Iuoc mo rong fap hop san pham: chIon Iuoc
nay duoc fhuc hIon bang cach fang fhom cac dong
san pham moI fhch hop .
ChIon Iuoc koo daI cac dong san pham: frong mof
fap hop : chIon Iuoc nay duoc fhuc hIon bang cach
fang fhom so maf hang cho moI dong san pham fao
cho cong fy co duoc cac dong san pham hoan chInh .
ChIon Iuoc fang chIou sau cua fap hop san pham:
chIon Iuoc nay duoc fhuc hIon bang cach fang so
mau bIon fho cua moI san pham nhu fhay doI kch
co, muI vj cho mof san pham.
ChIon Iuoc fang gIam fnh dong nhaf cua fap hop
san pham: chIon Iuoc nay duoc fhuc hIon fuy fhuoc
doanh nghIop muon co uy fn vung chac frong mof
Ianh vuc hay fham gIa vao nhIou IInh vuc khac nhau.
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6.2.2.3. ChIon Iuoc cho fung san pham cu
fho
ChIon Iuoc fhch ung san pham
Nang cao chaf Iuong san pham:
9 CaI fIon cong ngho
9 Nang cao fay ngho
9 Tm hIou nguon nguyon vaf IIou
9 KIom fa chaf cho chaf Iuong san pham
Ha gIa ban hang:
9 Phan fch gIa frj
9 IoaI bo chI ph vo ch
ChIon Iuoc doI moI san pham
oI moI phan ung: uoc fhuc hIon khI fhj fruong co
san pham moI duoc fung ra. Muon fhuc hIon duoc
chIon Iuoc nay can fhoa man haI dIou kIon:
9 oanh nghIop phaI co kha nang vo markofIng.
9 oanh nghIop phaI co su mom doo vo co cau fo
chuc va san xuaf.
oI moI chu dong: uoc fhuc hIon khI fhj fruong
chua co g fhay doI nhung doanh nghIop muon fm
kIom mof muc phaf frIon cao hon.
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ChIon Iuoc baf chuoc san pham
uoc fhuc hIon khI doanh nghIop khong dam doI
moI v so ruI ro.
Su baf chuoc co fho mang fnh chaf doI moI.
ChIon Iuoc nay can duoc fhuc hIon nhanh chong boI
Io nou baf chuoc cham qua chI Iam fang fhom su u
dong hang hoa.
ChIon Iuoc djnh vj san pham
Tao cho san pham mof vj fr dac bIof frong fam fr
nguoI mua va khach hang fuong IaI.
Iam cho no duoc phan bIof ro rang voI cac san
pham canh franh.
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6.3 Chien lc phat trien san pham mi
Nguyon nhan dan don su fhaf baI cua san pham moI:
9 ThIof ko san pham co Io I va khong mang IaI IoI
ch ma nguoI fa mong doI.
9 Nha san xuaf co fho da danh gIa qua cao fnh
hnh fhj fruong.
9 Nha san xuaf co fho da danh gIa fhap muc do
canh franh.
9 Khuoch fruong san pham co fho chua du manh
do fhu huf du so nguoI mua.
9 Khong hIou sau sac khach hang muc fIou, fhj
fruong va doI fhu canh franh.
9 CIa fhanh co fho cao hon du kIon.
6.3.1 KhaI nIom:
8an pbam moi Jo /a san pbam Juoc mot so
kbacb bang ticm nang cam nban nbu moi, no bao
gom san pbam moi boan toan, san pbam cai ticn,
san pbam boan cblnb oa san pbam co nban bicu
moi ma Joanb ngbicp pbat tricn.
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6.3.2 Cac buoc phaf frIon san pham moI:
TIm ru y
tuong
mo
Chon loc vu
dunh gu y
tuong mo
Phut tren &
Thu nghem
khu nem
Phut tren vu thu
nghem sun phum mo
Thuong mu
hou sun phum
Houch d{nh chen
luoc murketng
Phun tIch ve
mut knh dounh
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1: Tm ra y fuong moI
Muc dch cua gIaI doan nay Ia fm ra nhung y
fuong vo san pham moI cang nhIou cang fof. Nhung
y nIom do co fho xuaf phaf fu khach hang, fu nhung
chuyon dI don noI nay noI khac, fu quan saf doI fhu
canh franh, xom frIon Iam, phong frung bay, hay y
kIon cua nhan vIon doanh nghIop.
2: Chon Ioc va danh gIa y fuong moI
Cong fy can franh haI saI Iam:
SaI Iam-O |ROP-orror)
SaI Iam-THO |CO-orror)
Thong fhuong doanh nghIop raf dan do gIua nhIou
y fuong moI. Chon y fuong nao 7 Y fuong nao so phu
hop nhaf voI chIon Iuoc cua doanh nghIop, voI fIom
nang cua no 7
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3: Phaf frIon va fhu nghIom khaI nIom
Chuyon daf mof y fuong fhanh nhung ngon fu cho
khach hang hIou |mo fa kIou dang, mau sac, co kho,
muI vj, fnh nang su dung va gIa ca san pham).
Thu nghIom khaI nIom san pham o nhom khach
hang fhch hop ma cong fy dang muon huong don
bang cac cau hoI fhch hop.
Cau HoI Chu You Trong Mof Cuoc Thu NghIom
KhaI NIom Vo Mof Xo HoI Chay ang Ion
1. Kha I nIo m vo chIoc xo hoI dIo n nay co ro rang do I vo I
ban khong 7
2. an fhay xo hoI dIon co ch dung ro rof nao so voI xo
chay xang fhong fhuong 7
3. an fhay nhung dIou noI vo kha nang hoaf dong cua
xo hoI dIo n co da ng fIn khong 7
4. Xo hoI dIon co dap u ng du ng nhu ca u cua ban kho ng 7
5. a n co fho do nghj caI fIon g vo dac dIom cua xo 7
6. Trong nha ban, aI nam vaI fro quyof djnh mua, va aI
so su du ng xo nay 7
7. Thoo y ban, gIa mof chIoc xo hoI dIo n no n Ia bao
nhIo u 7
8. a n co mua xo nay khong7 |u f khoaf-co , co Io -co, co
Io -khong, du f khoa f-khong).
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4: Hoach djnh chIon Iuoc markofIng
Thu nhaf: mo fa quy mo, co cau, hanh vI cua fhj
fruong muc fIou, du kIon djnh vj va ban san pham,
fhj phan va muc IoI nhuan mong doI frong nam dau.
Thu haI: du kIon gIa san pham, chIon Iuoc phan
phoI va kInh ph markofIng cho nam dau fIon.
Thu ba: frnh bay chI fIou muc fIou fhu va IoI
nhuan Iau daI, va chIon Iuoc markofIng-mIx frong
fhoI gIan do.
5: Phan fch vo maf kInh doanh
!oc Iuong doanh so:
anh gIa xom doanh so co du cao do fhu duoc
muc IaI fhoa dang cho cong fy khong 7
Non khao saf qua frnh ban cua san pham fuong
fu, va can dIou fra y kIon cua fhj fruong.
!oc Iuong doanh so foI fhIou va foI da, do bIof
duoc muc ruI ro.
VIoc fIon IIou doanh so fuy fhuoc kha nhIou vao
IoaI san pham |mua mof Ian, mua khong fhuong
xuyon, hay mua fhuong xuyon).
!oc Iuong chI ph va muc IoI.
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6: Phaf frIon va fhu nghIom san pham moI
Thuc hIon khaI nIom san pham.
Thu nghIom cac you fo gan IIon voI san pham:
Thu nghIom vo muI.
Thu nghIom vo gIa ca.
Thu nghIom vo fon goI.
Thu nghIom vo dong goI.
Thu nghIom vo xuc fIon.
Thu nghIom o dIom ban hang.
7: Thuong maI hoa san pham
Sau nhIou fhu nghIom cong fy dI don quyof
djnh frIon khaI va kIom fra vIoc pho bIon no do
dIou chInh nhung fhong so khac nhau.
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6.4 Nghien cu chu ky song cua
san pham
Cbu ky Joi song cua san pbam /a kbai nicm tbc
bicn su co gang nban Jang nbung giai Joan kbac
nbau cua /jcb su tbuong mai mot san pbam.
oanh so
ThoI gIan Suy fhoaI Truong
fhanh
Tang
fruong
Mo dau
Trong nghIon cuu fhuc fo nguoI fa fhay rang
con co nhIou dang khac nhau cua chu ky doI song.
Chu ky - faI chu ky Chu ky - fang fruong - o djnh
Chu ky - fang fruong - fan
- on djnh
Chu ky fham nhap nhanh
25
26
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
Marketing expenditure High High (declining %) Falling Low
Marketing emphasis Product awareness Brand preference Brand loyalty Selective
Distribution Patchy Intensive Intensive Selective
Price High Lower Lowest Rising
C. Product Basic Improved Differentiated Rationalised
Imp/ications anJ cbaractcristics oj proJuct /ijccyc/cs
8ourcc. Tbc markcting Jigcst. LonJon. Hcincmann, 10SS.
27
6.4.1/ CIAI OAN MO A!
9 KhoI Iuong: TIou fhu fang mof cach cham chap do
co nhIou nguoI chua bIof, chua co nhIou doI chung
frong vIoc fIou fhu.
9 San pham: PhaI hIou chInh ky fhuaf va fang cuong
kIom fra chaf Iuong san pham.
9 Phan phoI: Co gIoI han, doc quyon hay chon Ioc,
phu ph cao.
9 CIa ca: CIa hof vang doI voI san pham doc dao, gIa
fham nhap doI voI sf pho bIon, gIa khu vuc, gIa ha
nhaf fhoI.
9 Xuc fIon: Xuc fIon hIou bIof vo san pham va nhung
IoI ch cua no. !u fIon nham foI nguoI fIon phong va
nguoI khuyon khch fIou dung. Phuong fIon ban hang
ca nhan hay fap mau cafaIoguo.
6.4.2/ CIAI OAN TANC TR!ONC
9 KhoI Iuong: Tang Ion nhanh chong.
9 San pham: San xuaf hang Ioaf, da dang hoa san
pham, fang cuong caI fIon ky fhuaf, fIou chuan hoa
san pham do do dang mo rong ban ra.
9 Phan phoI: Mo rong va manh, fon kho du fru Ion
va nguon fIop fo nhanh chong.
9 CIa ca: Co xu huong gIam nham mo rong fhj
fruong. Su dung fhang gIa ca rong fhoo cac dja ban
khac nhau.
9 Xuc fIon: Tao su ua fhch cao nhaf cua da so khach
hang, su dung manh nhung phuong fIon fhong fIn
daI chung.
28
6.4.3/ CIAI OAN TR!ONC THANH
9 KhoI Iuong: Tang cham IaI v san pham da duoc
hau hof khach hang fIom nang chap nhan.
9 San pham: Phan bIof san pham nham dap ung
vIoc phan khuc fhj fruong bang cach da dang hoa
nhan hIou va kIou dang.
9 Phan phoI: Van con mo rong va manh.
9 CIa ca: Canh franh manh vo gIa, su co gIan choo
raf cao. V vay co xu huong dI don fhoa fhuan ngam
hoac cong khaI gIua nhung nguoI ban chong IaI
nhung nguoI ban khac hay chong IaI nguoI mua.
9 Xuc fIon: Cung co Iong frung fhanh doI voI nhan
hIou bang cach su dung cac phuong fIon fhong fIn
daI chung hay fang cuong fhuyof phuc, khuyon maI.
6.4.4/ CIAI OAN S!Y THOAI
9 KhoI Iuong: CIam, nguy co fon kho fang
nhanh.
9 San pham: CIam bof cac maf hang xof fhay
khong con hIou qua.
9 Phan phoI: Chon Ioc va chuyon mon hoa |fhuc
hIon Iuaf 20/80).
9 CIa ca: CIam, doI khI fang gIa va chI ph fang
do gIam khoI Iuong san xuaf.
9 Xuc fIon: CIam cac chI ph don f nhaf.
29
6.5 Trac nghiem kiem tra va thc hanh
aI fap fu kIom fra
Cac cau sau day Ia dung hay saI:
1. ChI ph cho bao b phaI duoc quan Iy can fhan do co fho o
muc duoI 10% gIa fhanh san pham. ung SaI
2. Mof nhan SP duoc fhIof ko hIou qua so gIup cung co nhan
hIou va fon fuoI cua cong fy. ung SaI
3. Cac N can gIam fhIou cac dac fnh cua SP do duy fr gIa va
gIa fhanh SP o muc fhap. ung SaI
aI fap fhuc hanh
Hoan fhanh bang duoI day do Iam ro 3 cap do SP frong fruong
hop djch vu KS va o fo TOYOTA:
jch vu KS Xo TOYOTA
1. SP co ban .. ...
2. SP cu fho .. ...
3. SP gIa fang .. ...
Cau hoi on tap
1. NghIon cuu su phan IoaI va da c fnh cua san pham
co ch g khI xac djnh mo f san pham va chIon Iuoc
cho san pham do 7
2. Trong gIaI doa n na o cua chu ky so ng sa n pham,
bIo n so sa n pham fro fhanh yo u fo quan fro ng hon
cua hon hop 7 TaI sao 7
3. NghIon cuu chu ky song san pham co ch g cho
doanh nghIop khI xac djnh ca c chIon Iuo c vo sa n
pham, gIa ca, phan phoI va xuc fIo n 7 Tu I fhuyo f
cua chu ky song san pham nguoI fa co fho ruf ra
quy Iuaf quan I co ban g 7
4. TaI sao khI phaf frIon mo f sa n pham moI can pha I
fuan fhu fhoo mof quy frnh xac djnh 7 Thoo ban,
quy frnh do da hop Iy chua 7
30
Cau hoi on tap (tt)
5. VaI fro cua nhan hIo u san pham, bao b va djch
vu khach hang frong kInh fo fhj fruong 7 Cho
nha n xo f vo chu ng do I voI ca c san pham duoc
san xuaf va fIou dung o nuoc fa 7
6. CIa frj cua mof nhan hIou san pham duoc xac
djnh dua vao caI g 7 TaI sao ngay nay nguoI fa
cho rang nhung nhan hIo u Ia you fo co ban cua
von doanh nghIo p 7
7. Cho bIo f uu nhuoc dIo m cua fu ng chIon Iuo c san
pham, chIon Iuoc dong san pham va chIon Iuoc
fap hop san pham 7
8. TaI sao nhu ng doI mo I sa n pham fha f su IaI f
co fron fhj fruong 7 do da hop Iy chua 7

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1

Th.S Dinh Tien Minh 1

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