Xem mẫu
- s
S an phAm (Product) L a mi?t t~p hgp cae di).c diem v~t ly, dich bieu tnmg d e
Vl,I,
thoa miin nhu cAu cua c on ngum.
S an p him e ung 10l,li (Generic product) D 6 an h~c d o gia dl,lng khl\ng co ten
tu6i rieng, k Mng quang cao, k Mng nhan hi~u.
S an p hilm hfru h lnh (Tangible products) La sim ph1im vi).t c Mt, ch(r khong pbai
dich Vl,I nhu tu van pbap lu~t, dich Vl,I y tt.
S an p ham t he e M (Cannibalizing) s an phdm t M e M san ph1im kbac cung do
mi?t hiing san xulil.
S an p hllm r ung nghi~p (Industrial goods) Hang hoa dugc sir dl,lng trt.fe t itp hoi).e
gian t itp liim nguyen Ii~u dAu vao e ho vi~e sim xuat mi?t lo~i h ang hoa khae.
n hu tu vlin lu~t
S an p hllm vo h lnh (Intangible products) L a san phdm djch Vl,I
pbap, kbam ~nh.
S an x uit d on d au (Speculative production) s an xuat can c u tren e a sa dt.f doan
eua nha quan Iy ve nhu d u tlWng lai tren thi truOng eua lo~i san pMm nay. san
phdm dugc san xulit trllOc khi cO d on di).t hang.
h~
S inh t hai hQC (Ecology) M 6i quan giiIa eon n gum vill ml\i trllOng.
So s anh e hu6i s an p him - dich VI,! (Goods-services continuum) Phuong phap
tdnh bay cae di).c diem gi6ng va k Me n hau giiIa cae san ph1im va dieh Vl,l.
T
T ai s u dl,lng (Recycling) H i sir dl,lng e Mng h~n nhU d6i vm bao bi. Qua tdnh nay
~o n guon nguyen li~u dAu vao mm va xir 19 dugc mi?t tac nhan q uan tn;mg gay l nhi~m ml\i trllOng.
T ai s an v on (Capital items) NhiIng tai san lau M n e o thai gian k Mu hao dai.
a
Tl,lO d anh t ieng (Prestige goals) NAm trong chien luae ve gia. D inh gia ban
muc eao d e t~o e ho ngUm tieu dung an tugng san phdm l a lo~i co d anh tieng hoi).c
e o chat lugng eao.
T 6ng d ieu t ra (Census) T hu th~p diI li~u marketing tit Illt ca cae nguon.
T 6ng h @ h ,e l uqng b an h ang (Sales force composite) Phuong p Mp dt.f dmin
sa t6ng hgp doanh s6 ban hang dt.f tinh cua tat ca lI!c
doanh 50 ban hang tren c o
l ugng ban hang trong cl\ng ty. .
G ia va Chit1n fu,!c g ia
64
- T en n han hi~u ( Brand name) M(jl p Mn l rong nhlin hi
- T hiet ke c huang t rinh n ghien cUu t hi t ruemg (Research design) X~y dtp1g m(lt
k e ho~eh d~y dii ve vi~ thile hi¢n m(lt ehuoog trinh n ghien coo, dieu tra thj
w ang.
T hir hi~u q ua (Pretesting) K iem t ra t inh hi~u q ua e ua m(lt q uang e ao truae k hi
d ua n 6 vao thl!C hi~n.
Thi'r nghi~m (Experiment) c ae n ghien c oo k hoa hQe t rong d 6 c ae n ba n ghien c oo
thile hi¢n m(lt lo~t c ae thf nghi¢m VOl m(lt n h6m m au, sau d 6 s o s anh ket q ua thu
d uqc VOl n h6m k Mng thl,l'C hi¢n thf nghi¢m.
Thi'r nghi~m y t uang (Concept testing) M(lt khau trong q uy trlnh p Mt trien slm
ph~ mOl, d anh gia y t uang ve san ph.im mOl t ruac k hi e hfnh thUe d ua v ao san
xu(lt.
T h! t ruemg c hung ( Common market) K Mi ni¢m dung trong m arketing qu6c te,
t hiet l~p mQt k h6i til! truang ap d",ng ehfnh s ach hai q uan chung va tieu ehu.in hoa
c ae q uy d inh t huoog m~i th6ng n Mt e ho t at cii c ae n uae thanh vien.
~
T hi t ruemg c ua n gum ban (Seller's market) T hj truang hang h oa va d jch k hi
e au Ian h oo e ung.
T hi t ruemg c ua n gum m ua (Buyer's market) L a t hi truemg c 6 d6i dao hang hoa
v adjeh ~.
T hi t ruemg ml,lc t ieu (Target market) N hom cae k Meh hang d ugc xac d jnh t ruac.
T hi t ruemg n gum t ieu d ung ( Consumer market) Nhiing c a nhiln m ua hang hoa
va d ich ~ c ho m",c dfch sir d~g ciia bim th~n.
T hi t ruemg s an p hAm c ong nghi~p (Industrial goods market) T hj truang g6m
nhiing n guai m ua h ang hoa lam nguyen Ji¢u d~u vao e ho vi¢c san xu(lt mQt l~i
h ang h oa, d jch ~ k hac. V i dl,l n hu thi t ruang cUa c ac d oo vi san xua't, e ac c o q uan
chfnh phil, b an Ie, b an b uon, eong t y khai t hac mo, c6ng t y b ao hiem, c6ng t y M t
d(lng san, truang hQe, b¢nh vi¢n.
T hu nh~p t uy dl,lng (Discretionary income) M(lt phtin t rong t
- T huyet t rinh b an h img t hoo m au ( Canned approach) Thuye't trinh b an bang
then rnilu da g hi nhCl di! d am bao nl!u duqc rni)t eaeh thong nhat tat e a nhUng di~m
duqe llinh d~o eoi la quan tn;mg.
T ieu c hu:tn ph\lC VI} k hach h img (Customer service standards) Chat luqng ph"e
V\I rna mili e 6ng t y d anh e ho k haeh hang e ua mlnh.
T ien h oa h ong (Commission) Khoan tren tra e ho n Mn vil!n ban hang giin vCti mUe
d oanh s 6 b an ho~e m ue lqi nhui!-n.
T ra h,ti mi)t p Mn t ien h ang (Rebate) T ra I~i mi)t phlin tien hang, thuang do n ha
san xuat rni)t san phAm e ung cap e ho k haeh hang
TrQ g ia (Trade-in) T huang danh eho e ae d an vl b an nhUng bang hoa lau ~n n hu
b 16. TW gia se e ho p hep giarn gia rna k Mng a nh hui'mg den gia ebng M .
m~i (Trade show) x em phlin Hi)i e hq t huang rn~i.
T rung b ay t hlluog
T ruyen t hong (Communications) .S" truyen d~t rnQt t Mng di¢p tit ngum gill
(hoi!C rnQt n gu6n) d en ngum nhi!-n.
ngo~i ho~c
T y g ia hOi d oai ( Exchange rate) TI gia giua d 6ng nQi to') vm d 6ng t¢
vCti vang.
T y I~ c hi p hi ho~t d (mg (Operating expense ratio) MQt ehi t ieu danh gia tfnh
tdng c hi p hi b an hang va c hi p hi hanh ehinh r6i so sanh vCti doanh thu.
T y I~ liii t ren c o p Mn (Rate o f return on common equity) MQt e hi tieu danh gia
e ho thffy doanh nghi¢p dii c o liii de'n muc nao trl!n von c 6 dbng.
T y I~ liii t ren t dng tili s an (Rate o f return o n total assets) Mi)t c hi tieu danh gia
e ho thay ty l¢ lqi nhui,in rong sau thue'tren tdng tai san cua mi)t doanh nghi¢p.
T y s uat lqi nhu~n t heo v on dilu til ( Return on investment) T y I¢ giiia lqi nhui!-n
va t6ng von diiu tu.
U u d ai h ai c hieu (Reciprocity) CO nhUng uu dai dang k e c ho ngum vita ia nha
c ung ling, vita 13 ngum til!u d ung hang e ua doanh nghi¢p.
v
Viin h oa (Culture) c ae quan ni¢m, thu&c d o gia trj, t u tui'mg va thai di) anh hui'mg
de'n hanh vi n gum til!u dung.
GiLl va Chien llf'!,; gia 67
- VAn p hong b an h ang (Sales offICe) N ha san xullt Ii).p van phong khu V\l'C de quan
I i d(>i ngu ban Mng. No kbac van phong chi n Mnh II cht'i khllng co k ho d~ luu
hang.
V~t p hflm p hy t rq (Supplies) Nhiffig v~t phAm d n thi€t c ho vi,?e v~n M nh hang
ngay song kh6ng hi~n di~n trong thiinh phAm, VI d y n hu v~t pham dung cho 000
duOng, sira chua, v~n hiinh nhu c ae d 6 van pMng, gilly, but, ml!c, bang m\i'C, qulin
ao bao h(>, v.v. V~t phdm phy trq kh6ng b ao g6m cae nguyen v~t li~u hi~n di~n
trong t Mnh phAm n hu eao su trong sam lop, vai trong qulin ao.
V~t t il m au hOng ( Expense item) Vi).t phAm ho~e d ieh ~ sir dl,mg trong mt thm
gian ngfut, thuang l a mt nam.
Vong dUi b an II! ( Retail life cycle) Quan ni~m ve vong dm e ua mt d on vi ban Ie
q ua cae thm ky: tham nh~p, tang truOng, bao hoa va suy thoai.
x
X ac d inh t hi t ruOng ml,lc t ieu ( Market targeting) Cae e6ng t y phai xae dinh va
dua ngu6n Igc eua mlnh vao phyc ~ mt s o nhOm k Mch hiing nhat djnh tren thi
truOng
X uit k hiu (Exporting) Ban h1mg r a thi tWOng nuoc ngolli.
X uat k hiu c M d(mg (Active exporting) c ae ho~t dng marketing tren ph,!-m vi
qu6c t € cua m(>t doanh nghi~p nhAm c hu dQng tim ki€m b'I-II hiing dl! x uat khau.
X uit k hiu t hy d gng (Casual exporting) Doanh nghi~p thy dgng trong cae ho~t
d(>ng marketing tren thi truang qu6c te.
y
Y eu t 6 t ac d gng (Cues) NhiIng v~t thl! trong m6i truang quyet dinh ban chllt cae
phan ting.
va Chi€n lllif
- b6 s ung
Phl:! Il:!c C - Thong t in
C huang trlnh P Mt trien Dl! an Me Kolng dii bien so~n b¢ sach &mh cho cac nM
quan 19 va chi! cac doanh nghi~p vita va n M CJ Vi~t Nam. M 6i cu6n sach duqc
thiet k e d e su dlfng m¢t cach linh ho~t. .Dieu nay co nghia l a m ¢t nguoi co the tl!
nghien cUu toan b¢ cu6n sach, m¢t giao vien co tM s u dlfng d e giang ~y, ho~c
chuyen g ia tu van co t M d ung de tham khao c ho colng tac chuyen moln ci'!a minh.
B¢ sach g6m hai n hom chi'! de:
Quan tri Ngu6n N Mn Il!c trong cac Doanh nghi~ Vita va Nh6
•
Quan tri Marketing trong cac Doanh nghi~p Vita va Nh6
•
Nhom chu de 1: Quan trj Nguon Nhan llfc trong c ac
Doanh nghi~p Vita va Nho
nghi~p
1.01 Chu doanh va chUc nang quiin 19 ngu6n nhlln Il!c
1.02 P Mn tfeh colng vi~
1.03 Mol ta colng vi~c, yeu d .u chuyen moln va cac tieu chu1in ket qua colng vi~
1.04 Thu hut, tim ki€m va Il!a chQn nguon nMn 1l,fC
H~
L05 th6ng tien luang va tien cOng
Nh6m chu de 2: Quan trj Marketing trong c ac
Doanh nghi~p Vim va Nho
ni~m
2.01 c ae khai c o ban ve Marketing
th~p
2.02 T hu tholng tin ve khaeh hang
2.03 Thu t Mp t Mng tin ve qua m nh va xu h uang m ua hang cUa kbach hang
2.04 Thj tmOng mlfc tieu
2.05 K t ho~eh hoa va phat trien san phllm
2.06 Gia va ehi€n luqc gia
2.07 Khuech truang san phlim va quiing cao
69
G id va Chien luqc gia
- Qulm tr! Nguon Nhan hIe va
Marketing trong eae Doanh
nghi~p Vila v a Nho
P H[EU D ANH G IA
C huang trlnh P hat trien DIJ an M e K6ng rat m ong b~n dQC girl l(li phie'u danh gia
c ho c hung t6i. Chung t6i se phan tich t Mng tin p Mn M i d e co t M c ung c ap c ho
b~n dQC nhUng d jchvv t6t han, ciing n hu bien so~n t Mm tai li~u d ao t~o c ho cac
n ha q uan 19 doanh nghi~p v ita va nhO. Tat c a c ae t Mng tin trong phie'u danh gia
nay se duqc bao m~t. X in h ay danh 10 p Mt d e hoan thanh phie'u danh gia va girl
phie'u vi!: d ja ehi d um day, bAng fax ho~c q ua buu di~n.
Ngoili ra, ne'u b\ln c o e au hoi lien q uan de'n n(ii d ung c uon saeh, C huang trinh PhM
trien D1.r a n M e K 6ng se chuyen cae c au hoi eua b\ln tm tac g ia (cho M n t hang 9
n am 2001). Di!: nghi girl d Iu hOi cling vm phie'u danh gia nay biing fax, thu ho~c
t hu ui~n tiI tm M PDP theo dia chi sau:
Me Kong
ChuOlIg t rinh P hat tri~n DI! a n
63 P M Ly T hai TiS, T ang 7
Ha Ni)i, Vi¢t N am
D i¢n thol;li: (84-4) 824-7892 F ax: (84-4) 824-7898
E -mail: d lien@ifc.org
1. Cho bi€! ten cuon s
- B¥J d li sir d\mg c uon sach nay trong ho1l.n c{mh nao?
3.
o Trong cac Icboii hqc " lnWng D~ hqcJCao d~ng
o H~i t hao
o COng lac IU van
o 'I\r nghien cUu
L y d o chfnh rna b~ rnua c uon sach?
4.
o MI)l s o n gum gim thi~u c uon sach vm toi
o C oon sach Iii titi li~u hilt bu~ trong Icbm. hqc rna tlli Iham d ll
o TlIi ngh! rtmg cuon sach c o 1M g iup Illi Icbm Sll cOng vi~c k inh doaOO c ua mlOO
o Toi ngh! d ng c uon sach c o th~ g iup Illi elii lien cling vi~ kiOO d oanh hi~n nay c ua
r nlnh
o T oi thich e ach t nnh bay elm cuon sach
o m~1
Coon sach nay r e h an s o vm s o c uon sach luang IJ!
5. P han nao clla cuon siich dugc b~ nghien cm. nhieu OO"t?
Bai t~p IJ! kiern Ira
0
0 Bai tl)p th,!c hanh
0 Bai Il)p tlnh h u6ng
0 K e ho,!ch .mg dl)ng
N~i
0 d ung c ua cuon sach
Phan khiic
0
6. Phan nao c ua c uon snch d ugc b~ nghien cUu it nhal?
Bai t!)p tJ! ki~m Ira
0
0 Bai I:).p thJ!c h1l.nh
Bai t!)p noo h uong
0
0 K e hO'!ch .mg dl)ng
0 N(\i d ung clla c uon s ach
0 P han Icbac
- 7. N eu b')l1 10. ehu doanh nghi¢p, b')I1 dii lip d",ng nhlhIg kien thue nghi&> cUu d ugc tll'
c u6n s ach nay vilo thl!
nguon tai.lieu . vn
