Xem mẫu
- san p Mm ho
- K
K enh p hiln p hoi (Distribution channel) c ac don vi marketing chiu tcach nhi¢m
dieu chuy~n quyen sa hiiu cua hang hrni/dich V\I tll: n guai san xuat d en ngum lieu
dung ho~c n gum m ua trung gian.
K et q ua ho~t d(ing (Bottom line) M(it bi~t ngfi (tieng Anh) trong kinh doanh noi
ve thu&; d o 19i nhu~n c hung c ua ho;:tt d(ing kinh doanh.
K hai ni~m m arketing (Marketing concept) Mang l;:ti SI! thoa man c ho n gum tieu
a
dung bAng vi¢c slm xuat cai rna hQ m uon m uc mang l;:ti 19i nhu~n.
K hau h ao (Depreciation) Khai ni¢m k e toan, unh ti l¢ trfch tll: doanh thn hang
nam bii vao chi phi mua tai san c o dinh d~ xac dinn doanh thu cong cua cOng ty.
K ho h ang d l! trii' (Storage warehouse) K ho hang, neli san pham dUQ'c t~p kel
tru&; khi giao. Thu
- Kiifm d inh k et q ua b an t r,!c tiep (Direct-sale results test) M~I e~ng e\! d o IUUng
hi~u qua eua cae c hi lieu khuech tru
- M
~nh t ranh (Competitive environment) Q ua t nnh CQ sat xliy ra tren
M 6i trui'mg
thi !rUi'mg.
M oi trui'mg c hinh t r! v a p hap Iy (Political a nd legal environment) L a m¢t b¢
ph~n c ua moi tnrang marketing,. g6m cac lu~t va cac thong tu h uang dful hi~n
hanh t~i quOc g ia rna doanh nghi~p d ang c6 ho~t d¢ng kinh doanh.
M au t huan vi! nh~n t hue (Cognitive dissonance) SI! 10 Bing truOc khi di d en
quyet dinh m ua hilng, xliy ra khi trong b an than quan ni~m cua nguai m ua (kien
thuc, tin ngucrng, thai d¢) c6 mAu thuful.
M a v~ch q uoc te e ua s an p hfim (Universal product code) M a v~ch d~c bi~t tren
hang hoa, c hi e6 th~ dung may quet quang hQC de dQC. M ay quet qua hi? th6ng
m ay tmh e6 the in ten san phfun va gia ra hoa don ban hang d 6ng thOi tl! d¢ng
n gay I~p tue vaG d anh ml!c hang ban trong bao cao ban ho~c xu1ft hilng.
M arketing e a n han (Person marketing) Nhiing ho~t d(>ng marketing de thu h ut
51! quan lAm c hu y va tranh thu cam nnh cua cong chUng vai m¢t ca nhAn nao d6.
c ac U'ngci't vien chfnh ITi va cac nhAn v~t n6i tieng thuang si'r dl!ng chfnh sach
nay.
M arketing l ui (Demarketing) c ac h01!-t d¢ng nMm ciit giam nhu d u tieu dUng
san p Mm !Ten thi truang xu6ng tm mli'c hqp Iy de doanh nghi~p co the san xu1ft va
dap U'ngkip.
M arketing t hit nghi~m (Test marketing) ChQn m¢t khu Vl!e Cl! the ho~c mi?t
do~n thi !rUang wong d6i d iin hinh eho toan thj !rUang de giai thi~u san phfun
mm va v
- M au ngAu n hien h~ t hong (Systematic sample) Mau xac suilt lily tilt c a d .c v~t
c o s o t hu tl,I N trong m(\t danh sach
MAu philn t 6 (Stratified sample) Mau xac suilt duqc chQn Iga sao cho m6i khi
chQn miiu ngiiu nhilln 0 m(\t nh6m san pham nao d 6 n6 se d~i di~n duqc c ho t6ng
mau
M au ti~n dl,!ng (Convenience s ampler Milu chQn k h6ng ngiiu nhilln til nhUng
n gum san sang tn! 1m..
M~c t ieu ciia c hinh s ach g ia (Pricing objectives) Ml!c tillu rna c{)ng t y muon
- N gum phlJ t rach s an p hiirn ( Product m anager) N gum dUng ra quan ly m qt ho~c
m qt nhOm san phtlm. Nguo do hoan tOlm chiu tnich nhi~m ve vi~c X ;lc d jnh m~c
tieu va ll).p chien lugc marketing.
N gum t ieu d ung t ien p hong ( Consumer i nnovator) N gum tieu dung dilu tien clla
m qt san phllm hol).c d jch ~ mm.
N ghien cUu r nang t lnh k hai p ha ( Exploratory research) O lc nghien CUll nhlim
giup ngum t a hieu ky, sau h an nua cac vlln d e xay ra, tim hieu nguyen nMn va
nhUng anh hu
- Nhiin hi~u quOc g ia (National brands) Quy dinh b m nba san xuat. Tr~n t~
thl!c
d(}i khi ngum t a gQi n o la nhlin hi~u cua ngum san xuat.
N han hi~u r ieng (Private brand) M qt nh6m cac san pham dug
- P Mn dOl,ln t heo y eu t o d ja I i (Geographic segmentation) Chia dlin s 6 theo tieu
c hi cung khu V\!c.
P hiln phil! d
c ac khoan m~c chi phi clla h~ thong phAn ph6i c hu kh{)ng tach rieng tUng khoan.
P hin u ng (Response) Philn U'ng clla ngum tieu dung d 6i vOi m';>t yeu t 6 tiic d.;>ng
hOi!-C m(lt d(lng ccJ.
PbOng v in t hao lu~n t beo n Mm (Focus group interview) Nghien cUu marketing
d e thu th~p t Mng tin rren C
- Q ua t rlnh p h6 b ien s an phl'lm m m ( Diffusion process) N ho d o rna m(lt Slln
p Mm se du~ n gum tieu dung trong m(lt nhOm c(lng d6ng c Mp nh~n.
Q ua t rlnh t rao d 6i ( Exchange process) Q ua tflnh hai b en trao d6i mQt t hu gi do
c o gia tTj d e cung thoa man n hu c au ci13 minh.
Q uang c ao (Advertising) G im thi~u ve san pham c ho mQt hrgng khach hang tiem
nang Ian thong q ua c ac phuang ti~n thoog tin dl;ti c hung d~ hI? bi€t va m ua himg
c uaminh.
Q uang c ao b an Ie ( Retail advertising) Q uang c ao b an hang tl1!c tiep tl;ti cac cira
hang ban Ie.
Q uang c ao cQng t ac (Cooperative advertising) Chi phf c ho c huang t nnh quang
c ao d o n gum ban hang va nha san xuat cung chju.
Q uang c ao tl,li chi! (Point-of-purchase advertising) Sir dl;lng hinh anh tuyen
truyen va t nnh d ien d~ khu€ch tmang san phllm vao thm di~m va Il;ti d ja d iem gAn
lien vm quy€t djnh m ua h ang cua khach.
Q uang c ao so s anh (Comparative advertising) T huyet ph,:,e k hach hang m ua san
pham M ng e ach s o sanh vm m';'t san pham eung 10l;ti c ua d 6i t M c;:tnh tranh.
Q uang c ao t ren d o d ung (Specialty advertising) Q uang cao thong q ua nhiing do
dung co in ten tu6i, d ja c hi n m san xullt va thOng di~p quang cao, thuang du~ in
tren cac san phllm n hu Ilch, but, lich thi dllu the thao.
Q uang c ao t hong t in v~ s an phAm ( Informative product advertising) Q uang cao
de Il;to n hu cilu ban dllu ve m(lt san pham.
Q uan h~ r ung c hung (Public relations) Q uan M c ua doanh nghi~p vm cQng
d 6ng trong d o c o k hach hang, nha c ung ting, c 6 dong, nhan vien, chfnh quyen, cac
t6 chUc xii M i.
Q uan h~ c ong c hUng (Publicity) MQt phan ciIa q uan h~ cQng d6ng lien q uan den
khueeh t mang san pham h~c djch Vl,I e ua d oanh nghi~p.
Q uay v ong d ., tril' ( Stock turnover) SiSltin quay vong m(lt lugng dl! t m b lnh quan
trong nam.
Q uy c ach phAm c Mt (Specifications) M o ta M ng v an ban ve rn(lt san pharn h ay
dich Vl;l rna doanh nghi~p c1ln. Nguoi dllu t Mu tiem nang se ciin clI vao do de x em
li~u m inh CO s an xullt/ c ung c ap slm pharrvdich Vl;l d o dugc khOng r6i mm quyet
d jnh tham gia bO thtiu.
Quy~n c lla n gum t ieu d ung ( Consumer rights) Q uyen du~ a n toan k hi sir dl,lng
s an pham, quyen dugc thong bao, quyen duqc eh(:m ll!a va quyen du~ g op y.
63
Giti va C hien lu'!c giti
nguon tai.lieu . vn
