Xem mẫu
- B ao h anh (Warranty) Cam k et cua nguai ban doi vo-i n guai m ua ve vi¢
- C am v~n ( Embargo) L¢nh c am hOOn toan ve vi~c lo~i
m ua b an m.;>t hang hmi nao
do hoi).c quan h~ buOn b an vm m.;>t q u6c gia.
Ie
C hao h ang d an ( Individual offerings) M.;>t trong nhUng thanh phan ban c ua
C! doanh nghi~p san xuat
lam chuc nang k ho trung chuyen dieu hang c ho tlrng k hu Vl!c thj tlUimg, chtrc
nang cOng vi~c tucrng W vai tro cua m¢t nha ban buOn dqc I;\p.
C hi p hi b an h ang t ren m.;>t d an vi s an p h:lm ( Selling e xpense ratio) Moi quan
h~ giUa c hi p hi b an hang va t6ng san phiim thl!c ban.
C hi p hi c o d inh ( Fixed costs) Chi phi khOng ph~ thuqc va~ k hoi luqng san ph tim
san xuat, vi dl! n hu chi phi khau hao nba xuemg, chi p hi bao hiem.
C hi p hi c o d inh t rung b lnh (Average f ixed cost) B~g t6ng chi phi c o d jnh c hia
c ho s 61uqng san p Mm san xua!.
C hi p hi k h:i b ien ( Variable costs) Chi phi c o tbe thay d 6i k hi san hrqng thay d6i,
vi dl! nhU chi phi nguyen v~t li~u, tn\. lucrng c ho nguOi s1m x uat lrI!c tiep.
C hi p hi k h:i b ien t rung b lnh ( Average variable cost) llilng t6ng chi phi k ha bien
c hia cho s oluqng san phiim san xuil'l.
C hi p hi toi u u ( Cost trade-offs) Phucrng phap "h~ thong tilng the" ap dl!ng c ho M
thOng philn phoi. Chi phi t{li m.;>t s o b.;> p Mn chUc nang trong cOng ty se tang len
trong khi cr m';>t s o b ¢ ph;\n khac se g iam xoong, song toan b¢ chi phi cho h~ thong
phAn phoi se d~t muc toi uu.
C hi p hi t rung b lnh ( Average cost) llilng t6ng c hi phi chia cho s o l uqng san
phiim.
C hien lu~c dily ( Pushing strategy) Cae ho~t d.;>ng khuech lrucrng san phiim tac
d.;>ng trl!c tiep tm cac kenh phAn phoi, vi d~ n hu h 6 trq quang ca~, c hiet khau,
giam gia, ban hang lrI!c tiep va c ac hOl;lt d.;>ng trq giup ban hang khac c ho c ae dl;li
Ir·
C hien IUClC g ia ( Pricing strategy) M';>t nhiln t 6 trong c ae quyet djnh marketing, no
lien quan tfl!c tiep tai vi~ Him sao dinh fa duqc m';>t gia ban phai chang rna van
mang Il;li lqi nhu~n c ho doanh nghi~p.
C hien l uqc k eo ( Pulling strategy) ThOng q ua cae hOl;lt d.;>ng k huech trucrng san
phiim de thu hUt them khng lieh cl!c hcrn de d ap irng luqng cau mai lang nay.
47
C ia va C hien lu
- C hien hrQ'C k huech t ruong s an p hdm ( Promotional strategy) M
- sa
C hinh Slich g ia (Pricing policy) Cltfnh s3ch c hung x ay dl!l1g!ren C(J c ac ml!c
lieu gia dll de fa. Cltfnh sach nay duqc sir dl!ng d~ d ua fa nhUng quyet djnh Cl! the
ve gia.
C hinh Slich gili hOt y ang sO-a ( Skimming price) Cltinh sach dii.t gia c ao c ho san
pham mm ngay lif khi tham nh~p Ihi truOng.
C hinh s ach g ia linh hOl,lt (Flexible pricing) Cltinh sach d uy trl gia cua m(lt san
ph:!m luon c o k ha nang d ao d(lng.
C hinh s aeh g ia t ham nh~p (Penetration pricing) L a c hinh s ach gia ap dl!ng c ho
san ph:!m mUi .. M uc gia dii.t ra luc dAu thap h
- D
D il li~u t iI b en n goai (External data) T rong n ghien cUu m arketing, d ay Ja di1li~u
th.r cap, lay til cac n gu6n t h6ng tin b en ngoai d oanh nghi¢p.
D oanh nghi~p h uang vii b an h ang (Selling-oriented businesses) D oanh nghi~p
c hu tn;mg vao khau oon hang va cmnh sach khu€ch trucrng san p Mm d6 tiing
d oanh s6.
D oanh nghi~p h uang ve k hach h ang (Customer-oriented businesses) D oanh
nghi~p c hu tn;>ng tm n hu eilu ella k Meh hang va ph6i h qp cae ho~t d ¢ng m arketing
d6 m ang I~ sl! hai long e ho khach hang.
san
D oanh nghi~p h uang ve pb:'im (Product-oriented businesses) C ae d oanh
nghi~p q uan t am d€n san xuat hem l a n hu d .u ella khaeh Mng.
D oanh nghi~p t rung g ian (Intermediary) D oanh nghi~p ho~t d ¢ng trung gian
g iiIanha s an xuat va ngum tieu dung e a nhiln hoi.ie n gum tieu d ung l a cae t6 ehac.
Cae nba b an Ie va ban buon co thi! d uqc xep vao nhom nay.
D oanh nghi~p vl!-n chuyi!n r ieng (Private carrier) D oanh nghi~p l am e ong t ac
v~ e huy6n hang hoa c ho m ¢t d oanh nghi~p d uy n hat k Mc.
D oanh t hu (Turnover) T6ng doanh thu trong d n am. Chi s 6 d oanh thu t huang
d uqe d ung di! d anh g ia hi~u q ua ban hang.
D oanh t hu t rung b inh (Average revenue) Bang t6ng d oanh thu chi a c ho s 6luqng
s an pham san xuiit. K hi bi6u dii!n tren db thi, d uang d oanh thu trung blnh chfnh l a
d uang cilu clla m 6rdoanh nghi¢p.
Dl! b ao d oanh s o (Sales forecast) Dt,r Hnh d oanh s 6 b ang tien hoi.ic dem vi san
pham se ban du
- Danh g ia ( Qualifying) Lil m ¢t khilu trong q ua trinh ban himg d e x ac dinh Iic;u
m ¢t n guoi m ua ti6m nang c o t M trb thanh k Mch h ang k hong.
D anh g ia t iem n ang ( Prospecting) M ¢t khiiu trong q ua trlnh b an himg de tim ra
c ac khach hang tiem nang.
D~i di~n b an h ang ( Selling a gent) D an vj ban buon t rung gian chuyen g iai thic;u
s an pham. D~i dic;n b an hang c o tolm quy6n quy€t d inh v6 chfnh s ach gia, n¢i
d ung c ac c huang trlnh khu€ch t ruang s an pham va thuang c ung clip tai chinh c ho
nha san xuat.
D~i Iy d(lc q uyen ( Exclusive d ealing) T hoa thu~n c am d~i Iy cua minh ban hang
cUa d oi thu c~h tranh.
D~i Iy g iao n Mn ( Freight f orwarder) N guoi ban buon t rung gian c huyen lam
c ong tiic g om h ang cua cac chu hang de giam bat c hi phi boc xep hang c ho d oanh
nghi~p.
D~i Iy g iao nh~n iJ nu6"c n goai ( Foreign f reight f orwarders) N guoi v{l.n c huyen
trung gian tl).i n uac n goai chuyen Jam c ong tac p huc Vlf vic;c p Mn phoi hlmg cua
d oanh nghiC;p.
D~i If v~n chuy~n ( Common c arrier) D(li Iy c ung cap dich vu viin chuyen c ho tat
ca cac c hu giri hang.
D~c d iem ( Features) O k d(ic tinh c ua san ph1lm.
Dc) c o g ian ( Elasticity) T huac d o sl! philn ling cua nguoi m ua va nguoi ban vai
mbi bien di?ng ve gia.
Dc) t hoa dl,mg (Utility) K ha nang m ang ll).i sl! thoa m an m qt n hu c au the cua
CI,I
m¢t hilng hoa ho(ic djch Vlf.
DQc q uyen ( Monopoly) Thj t ruang c hi c o m qt n guoi ban doi vai m qt 10'.li san
pham nllO d o, khOng co hang thay the. Lu{l.t c hong cau ket c am mQi hinh thuc d¢C
q uyen, trir d¢c quyen ( {1m thili n hu d¢C q uyen n M nhan hi~u d uqc bito h q, hay d¢C
q uyen co d iiu tiet n hu c ac cong ty cung c ap cac d ich Vlf c ong feh.
D(lc q uyen n hOm ( Oligopoly) T hi truang c o t uang dOi it nguoi ban, v i dl! n hu thi
t ruang cua cac nganh 0 to, sftt thep, thuoc la, dau mo. C o nhilng dieu ki~n h~n c h€
d ang ke c ho nhilng doi thu c~nh tranh vi chi p hi b an d au d e t ham nh{l.p thi truang
la rat c ao.
DQng c o ( Drive) a nh h uang m'.lnh, dan tai M nh d qng.
51
. G itivilChienl",!(" gia
- Dc)ng c o t ieu d ung (Motive) Trl.lng t Mi tilm 19 khien nguOi t a di tai qnyet djnh
phai thoa man nhn d n rna hQ c am nh~n.
DuOng c au (Demand curve) D 6 thj phan anh m6i quan h¢ giila luqng d u tl.li m6i
muc gia. Dily chlnh la dUOng doanh thn trung blnh.
DuOng c ung (Supply curve) D 6 thi phan anh m 6i quan h¢ giUa s 61uqng m{>t san
phlim c 6 b an tl.li m6i muc gia. N6 111 dUOng chi p hi cil.n bien, dol.lll nAm tn!n giao
d iem vai dUOng chi p hi kha bien trong binh.
DuOng k inh nghi~m (Experience curve) The hi¢n k hi doanh nghi¢p c6 thj phlin
160 se giam duqc chi p hi VI doanh nghi¢p dii c 6 l qi the v~ hQc hoi, c o tinh c huyen
m on cao, diiu t tl nhi~u hon, c61qi t M kinh t e d o quy mo.
D au t h:iu c:,lnh t ranh (Competitive bidding) NguOi m ua yen cl[u cac nha c ung
ling ti~m n ang bao gia M ng ban hoi,ic gia trj thl!C hi¢n toan b{> h qp d6ng.
Di~m c hien l uqc (Strategic window) M{>t khoang t hai gian nhlit d jnh khi nang ll!c
c,! t M c ua cong ty d ap ling t6i u n nhfrng yeu d u c an ban c ua thi truOng.
D inh gili t heo d an vi d o IUOng (Unit pricing) G ia san philm duqc quy tren tUng
d on vi d o IUOng n hu kilogam, l it, hoi,ic nhiIng don vi quy chuiln khac.
D inh g ia t heo c hi p hi (Cost-plus pricing) M{>t phuong phap djnh gia lay chi p hi
l am c o SCI v a c{>ng them m¢t ty I~ l oi nhui,in nhat djnh. C6 hai hlnh thuc d jnh gia
theo chi phi: d jnh gia tren chi p hi t6ng the (su d,!ng tat cii c ac c hi phi kha bien cO
. l ien quan d~ dinh gia ban m
- F
F.O.B 41i n ha m ay (F.O.B. plant) G ia hl'mg khOng b ao g6m b at ky phi v~n
chuy~n nao. Tu viet tt.t l a c hu G iao t':li m':ln tau. Ngum m ua phili c hiu toan bQ p hi
v~n c huyen, con dugc gQi la F.O.B. g6c.
F.O.B t~i n ha m ay c o t inh p hi V~fi e huyen (F.O.B. p lant with freight allowed)
G ia g iao t':li m':lll tim c o tinh them p hi v~n chuy~n.
G
G ialgia e a (Price) G ia trj trao d 6i c ua rntJt hang hoa ho~c d lch VI!.
G ia e ao (Price premium) Neu ngum tieu dung nh~n thuc d ng ml)t sim pharn nao
do c o gia trj 16'11 hon so vo; cae si\n phfun tuong tl! tren thi tmOng thi hQ se tra gia
c ao h on c ho sim phfun do. c ae si\n phfun hang hi~u thuOng duge tni gia c ao h on so
vai cae sim phfun dl!i tra khac.
G ia e huyen n huqng (Transfer pricing) Gia si\n pham k hi no duqc h':lch toan
chuyen nhuqng tir mtJt trung tam lqi nhu;').n sang rnl)t t rung t am lqi nhu~n khac
trong ntJi bQ d oanh nghi~p.
G ia k hueeh t ruong (Promotional price) Mue gia nilm trong c hien luge ban hang
c hung c ua doanh nghi~p.
Gili l am t hiI (Price lining) Thl!c hanh marketing vai rnQI s 6 m uc gia nhat dinh.
Gili tien I~ (Customary pricing) Gia do t~p quan ho;:ic truy6n thOng d1i c o tir trlICie
Iren thi truOng.
G ia te! g ia t ang t rong q ua t rlnh silD xui'lt (Value added by manufacturing) S1!
chenh l~ch g iua gia si\n pham khi x uat xulmg va gia m ua n guyen v~t li¢u va cac
chi phi dau vao khiic.
Gili v~n c huyen u n d ai (Commodity rate) D6i khi d uge gQi la gili d;:ic bi¢t vi do
la gia I IU diii rna d':li Iy v~n chuy€n danh c ho chi! hang khi hQ sil dl,mg thuOng
xuyen dich VI! c ua m inh ho;:ic khi van chuy€n nhiIng 16 hang 16'11.
Gi:'t t huyet (Hypothesis) Giai thich mang tinh p Mng doan v6 m
- gia. Neu gia h1lOg thap han rnuc gia gim hl).n dum, hQ se c ho la SilO philrn nay "qua
re" va neu cao han rnuc gia gi&i.hl).n tr~n thll~i bi xern la " qua diit".
H
H et h ang ( Stock out) M!?t rni).t hang khOng c on d~ ban.
Ie
H inh a nh e lla h ang b an ( Retail image) Q uan ni~m eua ngum ti~u dung ve rn,?t
a
c ua hang va kinh nghi~rn mua hang eUa hang do.
H ang d 6i b ang (Bartering) SI! trao d 6i hang lay hang, kh6ng c o vai tro tien t~.
H ang h oa e ao c ap (Specialty goods) San pharn co nhUng di.iC tlnh d(lc dao rna
khOng phai kMeh hang nrlO ciing co th~ rnua duqc VI gia diit, no duqc coi nhu
hang do hi~u.
H ang h oa h 3p d lln ( Impulse goods) s an phArn rna khach hang thuang de bj
"quyen ru" rnua rna kh6ng kip ci'ln nhiic kyo Thuang nguai ta hay bay nhUng hang
hoa nay giln quay thu tien de ti¢n hap diln ngum tieu dung.
H ang h oa tI~n dl.1ng (Convenience goods) NhUng hang hoa nguai tieu dung
muon mua thuang xuy~n, de dring, nhanh chong n hu sua, M nh my, xang dilu.
Hang hoa nay thuang la IOl).i co nhan hi¢u va gia tMp.
H ang k huyen m~i ( Premium) San phArn rni~n phi, t huang kern khi mua m!?t san
phAm n aodo.
H ang m au p hat khOng (Sampling) P Mt khong san phAm c ho nguai ti~u dung de
ho d ung thu, chap n Mn va sau d o se mua.
H ang t ieu d ung ( Consumer goods) Ngum m ua se la nguai ti~u dung, s u d~ng
hang hoa do. Hang hoa tieu dung khong phai l a san philrn trung gian d e phue ~
e ho vi¢C san xuat m(lt hang hoa khac.
H anh vi n gum t ieu d ung ( Consumer behavior) Phan ihlg va nhUng quyet dinh
eua nguai ti~u d ung ve vi¢C mua va sir d~ng hang hoa, djeh ~.
Hl,In m ue (Quota) M~c ti~u doanh s o ban hang hoi.ic c on s olqi nhuJiin c~ th~ rna
m(lt nhan vien ban hang dI! djnh se phai d~t duqc.
H~n ng~eh nh~p k hliu ( Import quota) Hl).fl c he ve s 6luqng m(lt chung 10l).i hang
hoa c~ the nao do co tM nh~p ve.
H o t rq khuiiCh t ruong b an h ang ( Promotional allowance) Vi¢c nha san xuat tai
trq ho~t dt;lng quang cao va khuech truang ban hang e ho c ae thanh vi~n trong k~nh
p Mn ph6i nhiim ph6i !Iqp hi¢u qua chien luqc khuech truang san philm trong toan
b9 kenh ban hang.
54 Gill va C hien lu
nguon tai.lieu . vn
