PRINCIPLES OF MARKETING

Ch−¬ng
Ch−¬ng
2
Ph©n tÝch
Ng−êi tiªu dïng c¸ nh©n
Individual consumer analysis

Source: Philip Kotler – Chapter 5 Translated and Edited by Nguyen Van Thoan
 Tæng quan vÒ ph©n tÝch
Hμnh vi ng−êi tiªu dïng

Mèi quan hÖ gi÷a ph©n tÝch ng−êi tiªu dïng vμ

chiÕn l−îc marketing?
“T×m hiÓu, ph©n tÝch vμ hμnh ®éng”

What is the link between Consumer Analysis and

Marketing Strategy?
“Awareness, Analysis, Action”
 Hμnh vi ng−êi tiªu dïng
rÊt ®a d¹ng

“There never was in the world two opinions alike,

no more than two hairs or two grains;
the most universal quality is diversity.”

Michel de Montaigne 1533 - 92, Essays, Book II, Chapter 37, ‘Of the
resemblance of children to their fathers’
 T¹i sao ph¶i ph©n tÝch ng−êi tiªu dïng
Why Study Consumer Behaviour?
„„ T¸c
T¸c dông
dông ®èi
®èi víi
víi marketing
marketing (Vi
(Vi m«)
m«)
•• HiÓu
HiÓubiÕt
biÕtvÒ
vÒnhu
nhucμu,
cμu,c¬
c¬cÊu
cÊuthÞ
thÞtruêng
truêng
•• Ph©n
Ph©n®o¹n
®o¹nthÞ
thÞtr−êng
tr−êng
•• T¸c
T¸c®éng
®énghiÖu
hiÖuqu¶dÕn
qu¶dÕnlùa
lùachän
chäns¶n
s¶nphÈm,
phÈm,dÞch
dÞchvô
vô
„„ T¸c
T¸c dông
dông vÒ
vÒ mÆt
mÆt x·
x· héi
héi (VÜ
(VÜ m«)
m«)
•• HiÓu
HiÓubiÕt
biÕtvÒ
vÒv¨n
v¨nho¸
ho¸
•• ¶nh
¶nhh−ëng
h−ëngv¨n v¨nho¸,
ho¸,x·
x·héi
héi®Õn
®Õntiªu
tiªudïng
dïng
•• Marketing
Marketingt¸c t¸c®éng
®éng®Õn
®Õnng−êi
ng−êitiªu
tiªudïng
dïngnh−
nh−thÕ
thÕnμo
nμo(Thêi
(Thêitrang,
trang,tiªu
tiªu
dïng,
dïng,lèi
lèisèng,
sèng,së
sëthÝch,
thÝch,...)
...)
„„ T¸c
T¸c dông
dông kh¸c
kh¸c
•• Mèi
Mèiquan
quant©m
t©mnhiÒu
nhiÒuh¬n
h¬n®Õn
®Õnhμnh
hμnhvi vicña
cñacon
conng−êi
ng−êi
•• HiÓu
HiÓubiÕt
biÕtvÒ
vÒb¶n
b¶nth©n
th©nho¹t
ho¹t®éng
®éngtiªu
tiªudïng
dïng
•• Tim
TimhiÓu
hiÓuvÒ
vÒc¸c
c¸ckh¸i
kh¸iniªm
niªmt©m
t©mlý
lýliªn
liªnquan
quan
 Ai sö dông Nghiªn cøu hμnh vi
ng−êi tiªu dïng
„ Gi¸m ®èc marketing
„ C¸c nhμ l·nh ®¹o vμ ho¹ch ®Þnh chÝnh s¸ch
„ C¸c tæ chøc x· héi
„ B¶n th©n kh¸ch hμng

(Mäi tæ chøc vμ c¸ nh©n ®Òu cã thÓ sö dông)

 Ph ©n tÝch
Ph©n tÝch
hhμnh
μnh vi
vi ng −êi titiªu
ng−êi ªu ddïng
ïng llμ
μ gg×?
×?

ViÖc nghiªn cøu c¸c yÕu tè t¸c ®éng vμ qu¸ tr×nh

hμnh ®éng cña ng−êi tiªu dïng
®Ó gi¶i thÝch vμ dù ®o¸n ph¶n øng cña ng−êi tiªu
dïng tr−íc c¸c t¸c ®éng marketing.
§©y lμ ho¹t ®éng c¬ b¶n cña nghiªn cøu thÞ troêng

The study of the behavioural constructs and processes so as to

provide a basis for explaining and predicting consumer activity with
respect to marketing exchanges.
It is forms a primary foundation for market research.
 Ph ©n tÝch
Ph©n tÝch hhμnh
μnh vi
vi mua
mua
ccña
ña ng −êi titiªu
ng−êi ªu ddïng
ïng cc¸
¸ nh ©n
nh©n
„ Hμnh vi mua cña ng−êi tiªu dïng c¸ nh©n: ph©n
tÝch hμnh vi cña ng−êi tiªu dïng cuèi cïng (c¸ nh©n &
gia ®×nh) mua hμng ho¸ vμ dÞch vô ®Ó tho¶ m·n nhu
cÇu cña m×nh.
„ Nghiªn cøu hμnh vi mua cña ntd c¸ nh©n ®Ó tr¶ lêi:
Ng−êi tiªu dïng sÏ ph¶n øng nh− thÕ nμo tr−íc c¸c nç
lùc (t¸c ®éng, ho¹t ®éng) marketing c«ng ty sÏ sö dông
(hoÆc ®·, ®ang sö dông)?
Consumer Buying Behavior refers to the buying behavior of final
consumers (individuals & households) who buy goods and services for
personal consumption.
Study consumer behavior to answer:
How do consumers respond to marketing efforts the company might use?
 §Þnh nghÜa
„ Hμnh vi ng−êi tiªu dïng ph¶n ¸nh toμn bé nh÷ng
quyÕt ®Þnh cña hä vÒ mua, tiªu dïng vμ sau khi
tiªu dïng hμng ho¸, dÞch vô vμ ý t−ëng.

„ Consumer behavior reflects the totality of consumers’

decisions with respect to the acquisition, consumption, and
disposition of goods, services, time, and ideas by (human)
decision making [over time].
Hμnh vi ng−êi tiªu dïng bao gåm
kh«ng chØ viÖc mua hμng mμ cßn:
„ Qu¸ tr×nh quyÕt ®Þnh mua
„ Sö dông

„ Ph¶n øng sau khi sö dông

Hμnh vi ng−êi tiªu dïng
„ Lμ mét qu¸ tr×nh linh ho¹t
„ Cã thÓ liªn quan ®Õn nhiÒu ng−êi
„ Bao gåm rÊt nhiÒu quyÕt ®Þnh

„ Is a dynamic process
„ Can involve many people
„ Involves many decisions
Consumer Analysis
Decision-making

“Nothing is more difficult, and therefore more precious, than to be

able to decide”

Napoleon I,(1769 - 1821), Maximus

Source: Philip Kotler – Chapter 5 Translated and Edited by Nguyen Van Thoan
 Mét sè quyÕt ®Þnh ng−êi tiªu dïng
ph¶i thùc hiÖn
„ Mua, sö dông, sau khi sö dông
Cã thùc hiÖn kh«ng? Khi nμo mua?
Mua c¸i g×? Mua ë ®©u?
T¹i sao mua Mua sè l−îng bao nhiªu?
T¹i sao kh«ng Th−êng xuyªn?
Mua nh− thÕ nμo Thêi gian mua?
Cã bao nhiªu ph−¬ng ¸n
Figure 8.1 Stages in consumer decision-making
Exhibit 1.2: What is Consumer Behavior?
What
Whatfactors
factorsshould
shouldwe
westudy
studyin
inconsumer
consumeranalysis?
analysis?

Cultural Social
Culture Household type
Subculture Reference groups
Roles & status
Social Class

Buyers’ responses
Psychological Product service &
Information Processing category selection
Motivation
Perception and Brand selection
Learning (memory) Decision Making Reseller selection
Purchase timing &
Beliefs & attitudes repurchase intervals
Personality & (Involvement) Purchase amount
self-concept
Lifestyle
Experiences
Personal
Age & lifecycle stage Marketing programs Environmental influences
Occupation Marketing objectives Economic
Education Marketing strategy Technological
Economic situation Marketing mix Political
 Cultural Buyers’ responses
Social
•Australian Consumes primarily
•Flatmate female •low brow performances,
•Anglo Saxon •Work, family, friends watching news,
•Lower Socio- •Boyriend, friend American sit-coms, sport
•economic on Foxtel, true-to-life
shows and American
Motivations courtroom drama on
•Companionship, television.
•Control •infrequently attending
•Tranquillity, Ian live shows in the form of
opera, ballet and
•Sensory Pleasure,
•Unity, Intellectual Stimulation, mainstream theatre
•Social Stimulation,
•Performer Attachment, •Does not like:
•Cultural Intolerance, horror or propaganda
•Traditionalism, movies.
Marketing programs
•Emotionalism •Disliked dramatic
•Australian
performances can be
Personal •entertainment industry
categorised as: high (2),
•33 years, single,
middle (0), low (4) brow.
•girlfriend
•Not enthusiastic about
•Bar manager at
Environmental influences live music by itself
a workers club
• Booming economy •Current affairs and quiz
•High School
•Economic situation? •lStable poitical climate shows on television
•High use of technology
M
M«« hh×nh
×nh hhμnh
μnh vi
vi mua
mua ccña
ña ng−êi titiªu
ng−êi ªu ddïng
ïng
Model
Modelof
ofConsumer
ConsumerBehavior
Behavior
Product Economic
Price Technological
C¸c
C¸c t¸c
t¸c ®éng
®éng marketing
marketing
Place vμ Political
vμ m«i
m«i tr−êng
tr−êng
Promotion Cultural

Qu¸ tr×nh Qu¸

Qu¸ tr×nh
tr×nh nhËn
nhËn thøc,
thøc, C¸c yÕu tæ ¶nh
quyÕt ®Þnh xö
xö lý
lý th«ng
th«ng tin
tin h−ëng
mua cña
cña ng−êi
ng−êi tiªu
tiªu dïng
dïng

Product Choice Purchase

Ph¶n Timing
Brand Choice Ph¶n øng
øng
cña Purchase
Dealer Choice cña ng−êi
ng−êi tiªu
tiªu dïng
dïng Amount
C ¸c yÕu
C¸c yÕu ttè
è ¶¶nh
nh hh−ëng
−ëng ®®Õn
Õn
hhμnh
μnh vi
vi ng −êi titiªu
ng−êi ªu ddïng
ïng

V¨n ho¸
X· héi
C¸ nh©n
T©m lý
Ng−êi
Ng−êi
tiªu
tiªu dïng
dïng
C ¸c yÕu
C¸c yÕu ttè
è ¶¶nh
nh hh−ëng
−ëng ®®Õn
Õn
hhμnh
μnh vi
vi ng−êi titiªu
ng−êi ªu ddïng:
ïng: VV¨n
¨n ho
ho¸¸ (1/4)
(1/4)

„„Nguy
Nguyªnªn nh ©n cc¬
nh©n ¬ bb¶n
¶n nhÊt
nhÊt tt¸c
¸c ®®éng
éng ®®Õn
Õn mong
mong mu èn
muèn
vvμ
μ hhμnh
μnh vi viccña
ña cc¸
¸ nh ©n (Most
nh©n (Mostbasic
basiccause)
cause)
„„ Gi ¸ trÞ
Gi¸ trÞ (Values)
(Values)
„„ Nh Ën th
NhËn øc (Perceptions)
thøc (Perceptions)
Nhãm
Nhãmv¨n
v¨nho¸
ho¸ TÇng
TÇnglíp
lípx·
x·héi
héi
Nhãm
Nhãmng−êi
ng−êicã cãchung
chunghÖ hÖ Ng−êi
Ng−êitiªu
tiªudïng
dïngtrong
trongcïng
cïng
thèng
thènggi¸
gi¸trÞ
trÞdùa
dùatrªn
trªnkinh
kinh mét
méttÇng
tÇnglíp
lípx·
x·héi
héicã cãhμnh
hμnhvi
vi
nghiÖm
nghiÖm sèng t−¬ng tù nhau.
sèng t−¬ng tù nhau. t−¬ng tù nhau.
t−¬ng tù nhau.
Ng−êi
Ng−êikinh
kinh NghÒ
NghÒnghiÖp
nghiÖp
Ng−êi
Ng−êid©n
d©ntéc
téc Thu
ThunhËp
nhËp
Ng−êi
Ng−êiph−¬ng
ph−¬ng§«ng/T©y
§«ng/T©y Tr×nh
Tr×nh®é
®éhäc
häcvÊn
vÊn
Thanh
Thanhniªn/
niªn/Trung
Trungniªn
niªn Sù
Sùgiμu
giμucã
cã
Nh÷ng gi¸ trÞ c¬ b¶n ë p.T©y
Thμnh
Thμnh c«ng
c«ng

VËt
VËt chÊt
chÊt

Tù
Tù do
do

Sù
Sù th¨ng
th¨ng tiÕn
tiÕn
Nh÷ng gi
Nh÷ng ¸ trÞ
gi¸ trÞ
cc¬
¬ bb¶n
¶n Tuæi
Tuæi trÎ
trÎ

TiÒn
TiÒn
Minh ho¹ sù kh¸c biÖt trong tiªu dïng cña c¸c
Nhãm v¨n ho¸ kh¸c nhau

Percent
Percent owning
owning among
among .. .. .. ..
African-
African- Hispanics Asian-
Asian-
Product
Product Americans Hispanics Americans
Americans Americans
VCR
VCR 73.5%
73.5% 73.1%
73.1% 89.4%
89.4%
Answering
Answeringmachine
machine 47.2
47.2 27.5
27.5 50.0
50.0
Compact
Compactdisk
diskplayer
player 31.9
31.9 26.7
26.7 45.5
45.5
Personal
Personalcomputer
computer 19.8
19.8 9.6
9.6 30.5
30.5
Camcorder
Camcorder 15.0
15.0 17.1
17.1 35.6
35.6
Cellular
Cellulartelephone
telephone 10.3
10.3 6.7
6.7 24.4
24.4
C ¸c yÕu
C¸c yÕu ttè
è ¶¶nh
nh hh−ëng
−ëng ®®Õn
Õn
hhμnh
μnh vi
vi ng−êi titiªu
ng−êi ªu ddïng:
ïng: xx·
·h éi (2/4)
héi (2/4)
Nhãm/Tæ
Nhãm/Tæ chøc
chøc
Thμnh
Thμnh viªn
viªn
Ng−êi
Ng−êi cã
cã ¶nh
¶nh h−ëng
h−ëng

Gia
Gia ®×nh
®×nh
Husband,
Husband, wife,
wife, kids
kids
C¸c
C¸c yÕu
yÕu tè
tè
Influencer,
Influencer, buyer,
buyer, user
user x·
x· héi
héi

Vai
Vai trß
trß vμ
vμ ®Þa
®Þa vÞ
vÞ
 Gia ®×nh
„ (Chñ m−u)
„ Instigators
Vai
Vai trß
trß cña
cña c¸c
c¸c
thμnh
thμnh viªn
viªn trong
trong „ (T¸c ®éng)
gia
gia ®×nh
®×nh trong
trong „ Influencers
qu¸
qu¸ tr×nh
tr×nh mua
mua
„ (Ra quyÕt ®Þnh)
„ Decision-Makers
TrÎ em t¸c
®éng ®Õn „ (Thùc hiÖn mua)
qu¸ tr×nh „ Purchasers
mua
„ (Tiªu dïng)
„ Consumers
C ¸c yÕu
C¸c yÕu ttè
è ¶¶nh
nh hh−ëng
−ëng ®®Õn
Õn
hhμnh
μnh vi
vi ng−êi titiªu
ng−êi ªu ddïng:
ïng: C
C¸¸ NH ©n (3/4)
NH©n (3/4)

C ¸c tt¸c
C¸c ¸c ®®éng
éng cc¸
¸ nh ©n
nh©n

Tuæi,
Tuæi,giíi
giíit×nh
t×nhvμ
vμGia
Gia®×nh
®×nh NghÒ
NghÒnghiÖp
nghiÖp

T×nh
T×nhh×nh
h×nhkinh
kinhtÕ
tÕ C¸
C¸tÝnh
tÝnhvμ
vμýýthøc
thøc

LLèi
èi ssèng
èng

C¸c
C¸cho¹t
ho¹t®éng
®éng Suy
SuynghÜ,
nghÜ,ýýt−ëng
t−ëng

Quan
Quant©m,
t©m,së
sëthÝch
thÝch
 TrÎ em tõ 4 ®Õn 12 tuæi chi tiªu nh− thÕ nμo!

Where children between the ages of 4 and 12 spend spend their money

8% 11%
Movies Other
&
6% sports 15%
Video Clothes
arcades

33%
27%
Food and
Play items
beverages
 Kh¸ch hμng mua « t« lμ N÷ giíi
Females:
„ mua 60% xe « t« míi
„ thÝch xe kh«ng ®¨t tiÒn, gän nhÑ
„ chiÕm 75% thêi gian mua
„ th−êng sö dông th«ng tin trªn internet
„ coi träng gia trÞ cao, rÎ vμ an toμn h¬n nam giíi
„ 2/3 kh«ng thÝch viÖc ®i mua « t«
„ Note – thùc hiÖn 82% giao dÞch
VALS
VALS 22 Actualizers
Actualizers Abundant
Abundant Resources
Resources

Principle Oriented Status Oriented Action Oriented

Fulfilleds
Fulfilleds Achievers
Achievers Experiencers
Experiencers

Believers
Believers Strivers
Strivers Makers
Makers

Strugglers
Strugglers
Minimal
Minimal Resources
Resources
C ¸c yÕu
C¸c yÕu ttè
è ¶¶nh
nh hh−ëng
−ëng ®®Õn
Õn
hhμnh
μnh vi
vi ng−êi titiªu
ng−êi ªu ddïng:
ïng: TT©m
©m lý
lý (4/4)
(4/4)

§éng
§éng c¬
c¬

NiÒm
NiÒm tin
tin C¸c yÕu tè NhËn
NhËn thøc
thøc
Th¸i
Th¸i ®é
®é T©m lý

Häc
Häc hái
hái
 T¸c ®éng marketing ®Õn nhËn thøc

„ C¸c thuéc tÝnh quan träng

„ Gi¸ cao h¬n
„ Nh·n hiÖu uy tÝn h¬n
„ ChÊt l−îng, ®é tin cËy
„ Kh¶ n¨ng ®æi míi s¶n phÈm
Ph ©n tÝch
Ph©n tÝch qu ¸ trtr×nh
qu¸ ×nh mua
mua hhμng
μng ccña
ña
ng−êi titiªu
ng−êi ªu ddïng
ïng cc¸ ¸ nh ©n
nh©n

Need
Need Recognition
Recognition

Information
Information Search
Search

Evaluation
Evaluation of
of Alternatives
Alternatives

Purchase
Purchase Decision
Decision

Postpurchase
Postpurchase Behavior
Behavior
YÕu tè ¶nh h−ëng ®Õn c¸c giai ®o¹n

1.
1. Need
Need Recognition
Recognition

2.
2. Information
Information Search
Search
Cultural,
Cultural, Social,
Social,
Individual
Individual and
and
Psychological 3.
3. Evaluation
Evaluation
Psychological of
Factors
Factors of Alternatives
Alternatives
affect
affect
all
all steps
steps 4.
4. Purchase
Purchase

5.
5. Postpurchase
Postpurchase
Behavior
Behavior
Qu¸
Qu¸ tr×nh
tr×nh quyÕt
quyÕt ®inh
®inh mua
mua ((The
TheBuyer
BuyerDecision
DecisionProcess)
Process)
Giai
Giai ®o¹n
®o¹n 1.1. NhËn
NhËn thøc
thøc nhu
nhu cÇucÇu
Need
Need Recognition
Recognition
NhËn
NhËnthøc
thøc®−îc
®−îcsù
sùkh¸c
kh¸cbiÖt
biÖtgi÷a
gi÷athùc
thùctÕ
tÕvμ
vμmong
mongmuèn
muèn

Do
Do tt¸c
¸c ®®éng
éng tõ
tõ b.trong
b.trong Do
Do tt¸c
¸c ®®éng
éng tõ
tõ b,
b, ngoμi
ngoμi

§ãi,
§ãi,kh¸t,
kh¸t,l¹nh
l¹nh Qu¶ng
Qu¶ngc¸o
c¸oTV,
TV,radio,
radio,
magazine
magazine
Thu
ThunhËp t¨nglªn
nhËpt¨ng lªn
C¸c
C¸cch−¬ng
ch−¬ngtr×nh
tr×nhkhuyÕn
khuyÕn
Cã
Cãsë
sëthÝch
thÝchmíi
míi m·i
m·i

(T©m
(T©mlý)
lý) (V¨n
(V¨nho¸)
ho¸)
(C¸
(C¸nh©n)
nh©n) (X·
(X·héi)
héi)
 Ideal States, Actual States,
Problems and Solutions
Ideal State Where Does Actual State Solution
it Come
From?
My computer Based on My computer is - call technical
runs smoothly expectations of freezing on me support
all the time what should be - buy a new
computer
I want to be as Based on I am not -go on a diet
thin as Kate goals, needs, nearly as thin - get a
Moss or aspirations as Kate Moss personal
trainer
- get
liposuction
My household Based on -boxes are all - hire
will be back to transitions, over the place unpackers
normal changes in life -I don’t know -consult a
situation how to get relocation
around service
NhËn ra c¸c mong muèn ch−a thùc
hiÖn ®−îc
„ Khi s¶n phÈm ®ang sö dông kh«ng tèt
„ Khi sö dông hÕt s¶n phÈm
„ Khi s¶n phÈm kh¸c xuÊt hiÖn tèt h¬n

When a current product isn’t performing properly

When the consumer is running
out of an product
When another product seems superior to the one currently used
Qu¸
Qu¸ tr×nh
tr×nh quyÕt
quyÕt ®inh
®inh mua
mua ((The
TheBuyer
BuyerDecision
DecisionProcess)
Process)
Giai
Giai ®o¹n
®o¹n 2. 2. T×m
T×m kiÕm
kiÕm th«ng
th«ng tin
tin
Gia ®×nh, b¹n bÌ, ng−êi quen
Nguån
Nguån th«ng
th«ng tin
tin c¸
c¸ nh©n
nh©n Nguån th«ng tin cã tÝnh
quyÕt ®Þnh nhÊt

Nguån Qu¶ng c¸o, ng−êi b¸n hμng

Nguån th«n
th«n gtin
gtin th−¬ng
th−¬ng m¹i
m¹i Nguån cung cÊp nhiÒu
th«ng tin nhÊt

Nguån Ph−¬ng tiÖn th«ng tin ®¹i

Nguån th«ng
th«ng tin
tin phæ
phæ th«ng
th«ng chóng
T¹p chÝ tiªu dïng

Nguån Sö dông s¶n phÈm

Nguån th«ng
th«ng tin
tin kinh
kinh nghiÖm
nghiÖm Nghiªn cøu. t×m hiÓu vÒ sp
Exhibit 11.3: Hierarchy of Effects
 T×m kiÕm th«ng tin
CÇn Ýt CÇn nhiÒu
th«ng tin th«ng tin

Rñi ro Ýt More Risk

NhiÒu hiÓu biÕt Less knowledge
NhiÒu kinh nghiÖm Less product
Ýt quan t©m ®Õn s¶n experience
phÈm High level of interest
 7 Types of Consumer Risks.
„ Financial
„ Performance
„ Physical
„ Psychological
„ Social
„ Time
„ Opportunity Loss
Mét sè chiÕn l−îc gi¶m rñi ro
Trung thμnh víi mét T×m kiÕm nhiÒu th«ng
nh·n hiÖu tin ®Ó tõ ®ã quyÕt ®Þnh
®óng ®¾n
Mua th«ng quan nh·n
hiÖu vμ chØ mua nh·n Mua nh·n hiÖu ®¾t
nhÊt, cã kh¶ n¨ng cã
hiÖu næi tiÕng
chÊt l−îng cao nh©t

Mua th«ng qua uy tÝn Mua nh·n hiÖu rÎ nhÊt

cöa hμng vμ ng−êi b¸n ®Ó tr¸nh thiÖt h¹i vÒ tμi
mμ minh tin t−ëng chÝnh
Consumer involvement, knowledge & problem-solving variations

Low
Routine
Routineproblem
problemsolving
solving
Consumer involvement

(e.g.,
(e.g.,milk
milkand
andbread)
bread)

Limited
Limitedproblem
problemsolving
solving
(e.g.,
(e.g.,small
smallappliances)
appliances)

Extended
Extendedproblem
problemsolving
solving
(e.g.,
(e.g.,stocks
stocksand
andbonds)
bonds)
High
Time Increases
High Consumer knowledge Low
Qu¸
Qu¸ tr×nh
tr×nh quyÕt
quyÕt ®inh
®inh mua
mua ((The
TheBuyer
BuyerDecision
DecisionProcess)
Process)
Giai
Giai ®o¹n
®o¹n 3. 3. §¸nh
§¸nh gi¸
gi¸ c¸c
c¸c kh¶
kh¶ n¨ng
n¨ng
Thuéc
ThuéctÝnh
tÝnhcña
cñaS¶N
S¶NPHÈM
PHÈM
ChÊt
ChÊtl−îng,
l−îng,gi¸
gi¸c¶,
c¶,c¸c
c¸cthuéc
thuéctÝnh
tÝnh

Møc
Møc®é
®éQUAN
QUANTRäNG
TRäNG
Thuéc
ThuéctÝnh
tÝnhnμo
nμolμ
lμquan
quanträng
trängnhÊt
nhÊt?????
?????

Sù
Sùtin
tint−ëng
t−ëngvμo
vμoNH·N
NH·NHIÖU
HIÖU
Møc
Møc®é
®étin
tint−ëng
t−ëngvμo
vμoc¸c
c¸cnh·n
nh·nhiÖu
hiÖu®ang
®angchän
chän

Møc
Møc®é
®éTHO¶
THO¶M·N
M·Ntæng
tænghîp
hîp
Dùa
Dùatrªn
trªnnh÷ng
nh÷ngmong
mongmuèn
muèn®ang
®angt×m
t×mkiÕm
kiÕm
c¸c
c¸cs¶n
s¶nph¶m
ph¶mxem
xemxÐt
xÐtsÏ
sÏtho¶
tho¶m·n
m·nnh−
nh−thÕ
thÕnμo
nμo?????
?????

Qu¸
Qu¸tr×nh
tr×nh§¸NH
§¸NHGI¸
GI¸
Lùa
Lùachän
chänmét
méts¶n
s¶nphÈm,
phÈm,nh·n
nh·nhiÖu
hiÖudùa
dùatrªn
trªnc¸c
c¸c
®¸nh
®¸nhgi¸
gi¸trªn.
trªn.
 Evaluation of Alternatives
Evoked Set
Evaluation of Products

Analyze product attributes

Use cutoff criteria

Rank attributes by
importance

Purchase!
 What New Car Buyers Consider Most Important in
Deciding What New Car To Buy
Factor Percent Saying Factor is Most Important
Warranty/guarantee 64%

Ease of maintenance/repair 61%

Quality compared to other brands 61%

Price compared to other brands 58%

High-quality brand 54%

Style/look of brand 46%

Qu¸
Qu¸ tr×nh
tr×nh quyÕt
quyÕt ®inh
®inh mua
mua ((The
TheBuyer
BuyerDecision
DecisionProcess)
Process)
Giai
Giai ®o¹n
®o¹n 4. 4. QuyÕt
QuyÕt ®Þnh
®Þnh mua
mua

Dù
Dù ®inh
®inh mua
mua
Nh·n
Nh·n hiÖu,
hiÖu, s¶n
s¶n phÈm
phÈm mong
mong muèn
muèn nhÊt
nhÊt

Attitudes Unexpected
of others situational
factors

QuyÕt
QuyÕt ®Þnh,
®Þnh, Hμnh
Hμnh ®éng
®éng mua
mua
Qu¸
Qu¸ tr×nh
tr×nh quyÕt
quyÕt ®inh
®inh mua
mua ((The
TheBuyer
BuyerDecision
DecisionProcess)
Process)
Giai
Giai ®o¹n
®o¹n 5. 5. Ph ¶n øøng
Ph¶n ng sau
sau khikhi mua
mua
Mong
Mong ®îi
®îi cña
cña kh¸ch
kh¸ch hμng
hμng vÒ
vÒ
lîi
lîi Ých
Ých cña
cña s¶n
s¶n phÈm
phÈm
Lîi Ých thùc sù
s¶n phÈm ®em l¹i

Satisfied
Satisfied Dissatisfied
Dissatisfied
Customer!
Customer! Customer
Customer
Cognitive Dissonance
 How Do Consumers
Make Satisfaction or
Dissatisfaction Judgments?
„ Satisfaction
„ Dissatisfaction

• Utilitarian and
Hedonic
dimensions
 Is Customer
Satisfaction Enough?
„ Customer
Retention
 Personal Influence
Personal Influence includes two aspects
that are very important to marketers:

1. Opinion Leadership

2. Word of Mouth
 PP6-E Word of mouth influence
(Percent of men and women who seek advice
regarding selected products and services)
49%
50%
40% 39% 38%
40%
28%
30% 26% 24%
22%
20% 15%
Women

Women

Women
Women

Women
10%
Men

10%
Men

Men
Men

Men
Car Where to What movies What car Where to get
mechanic eat out to see to buy hair cut
 Gi¶i quyÕt khiÕu n¹i
“To err is human– to recover, divine”

„ Nghe
„ §¸nh gi¸ ®óng møc thiÖt h¹i
„ NhËn tr¸ch nhiÖm
„ Hμnh ®éng nhanh:
Thay thÐ
Söa ch÷a
Tr¶ l¹i tiÒn
§æi
„ HuÊn luyÖn, ®μo t¹o nh©n viªn
C ¸c giai
C¸c giai ®®o¹n
o¹n ChÊp
ChÊp nh Ën ss¶n
nhËn ¶n ph Èm m
phÈm íi
míi

NhËn
NhËn biÕt
biÕt Awareness
Awareness

Quan
Quan t©m
t©m Interest
Interest

§¸nh
§¸nh gi¸
gi¸ Evaluation
Evaluation

Dïng
Dïng thö
thö Trial
Trial

ChÊp
ChÊp nhËn
nhËn Adoption
Adoption
ChÊp
ChÊp nhËn ss¶n
nhËn ¶n phÈm m
phÈm íi
míi
Percentage of Adopters

Early Majority Late Majority

Innovators

Early
34% 34% Laggards
Adopters

13.5% 16%
2.5% Time of Adoption
Early Late
C ¸c tt¸c
C¸c ¸c ®®éng
éng ®®Õn
Õn ttû
û llÖ
Ö
ssö
ö dông
dông ss¶n
¶n ph Èm m
phÈm íi (Adoption
míi (Adoptionof
ofNew
NewProducts)
Products)

Kh¶ n¨ng giao tiÕp Lîi thÕ t−¬ng ®èi

Kh¶ n¨ng dÔ dμng nhËn S¶n phÈm cã −u viÖt h¬n,
thÊy kÕt qu¶ vμ m« t¶ l¹i s¸ng t¹o h¬n c¸c s¶n
cho ng−êi kh¸c phÈm hiÖn t¹i kh«ng?

Product T−¬ng thÝch

Kh¶ n¨ng dïng thö Characteristics C¸c tÝnh n¨ng míicã phï
S¶n phÈm míi cã dÔ hîp víi gi¸ trÞ vμ nhËn thøc
dμng dïng thö kh«ng? cña thÞ tr−êng môc tiªu?

§é phøc t¹p
S¶n phÈm míi cã dÔ
hiÓu, dÔ sö dông
kh«ng?
 PRINCIPLES OF MARKETING

Ch−¬ng
Ch−¬ng
2
Ph©n tÝch
Ng−êi tiªu dïng lμ c¸c tæ chøc
Organizational consumer analysis

Source: Philip Kotler – Chapter 5 Translated and Edited by Nguyen Van Thoan
 Ph ©n tÝch
Ph©n tÝch hhμnh
μnh vi
vi mua
mua hhμng
μng
C ña cc¸c
Cña ¸c ttæ
æ ch øc
chøc

C¸c tæ chøc kh«ng mua hμng hãa hay dÞch vô;

Hä thiÕt lËp c¸c mèi quan hÖ
Charles S. Goodman (Kotler P., Marketing Management)
ThÞ
ThÞ tr −êng cc¸c
tr−êng ¸c ttæ
æ chøc llμ
chøc μ gg×?
×?
„ ThÞ tr−êng c¸c tæ chøc (doanh nghiÖp):
TÊt c¶ c¸c tæ chøc mua hμng ho¸ vμ dÞch vô
®Ó phôc vô qu¸ tr×nh s¶n xuÊt hμng ho¸, dÞch vô
kh¸c ®Ó b¸n, cho thuª, hay cung cÊp cho c¸c tæ
chøc kh¸c vμ/hoÆc ng−êi tiªu dïng c¸ nh©n.
§ Æc ®®iÓm
§Æc iÓm ccña
ña thÞ
thÞ tr −êng cc¸c
tr−êng ¸c ttæ
æ ch øc
chøc
C¬
C¬cÊu
cÊuvμ
vμL−îng
L−îngcÇu
cÇu
Sè
Sèl−îng
l−îngkh¸ch
kh¸chhμnghμng(Ýt (Ýt/ /nhiÒu)
nhiÒu)
Mçi
Mçikh¸ch
kh¸chhμng
hμng(lín
(lín/ / nhá)
nhá)
Ph©n
Ph©n bè ®Þa lý (tËp trung/ /ph©n
bè ®Þa lý (tËp trung ph©n
t¸n)
t¸n)
Nhu
NhucÇu
cÇu(tõ
(tõntd/
ntd/tõ
tõtætæchøc)
chøc)
L−îng
L−îng cÇu ( co gi¸n / Ýtcã
cÇu ( co gi¸n / Ýt cãgi·n)
gi·n)
L−îng cÇu ( biÕn ®éng Ýt /
L−îng cÇu ( biÕn ®éng Ýt / nhiÒu) nhiÒu)
§Æc
§Æc®iÓm
®iÓmcña
cñang−êi
ng−êimua
mua
S¬
S¬l−îng
l−îngng−êi
ng−êitham
thamgia
gia(Ýt
(Ýt/ /nh)
nh)
Chuyªn nghiÖp (h¬n / kÐm)
Chuyªn nghiÖp (h¬n / kÐm)

Qu¸
Qu¸tr×nh
tr×nhquyÕt
quyÕt®Þnh
®Þnhmua
mua
QuyÕt
QuyÕt®Þnh
®Þnh(phøc
(phøct¹p
t¹p/ /®¬n
®¬ngi¶n)
gi¶n)
Qu¸
Qu¸tr×nh
tr×nh((tiªu
tiªuchuÈn
chuÈn/ /®¬n®¬ngi¶n)
gi¶n)
Ng−êi
Ng−êimua/
mua/Ng−êi
Ng−êib¸n
b¸n
((phô thuéc / ®«c lËp)
phô thuéc / ®«c lËp)
X©y
X©yd−ng
d−ngquan
quanhÖ hÖdμi
dμih¹n
h¹n
((quan
quan träng / kh«ng quanträng)
träng / kh«ng quan träng)
M
M«« hh×nh
×nh hhμnh
μnh vi
vi mua
mua ccña
ña cc¸c
¸c ttæ
æ ch øc
chøc
Model
Modelof
ofOrganizational
OrganizationalBuying
BuyingBehavior
Behavior
Product Economic
Price C¸c
C¸c t¸c
t¸c ®éng
®éng marketing
marketing Technological
Place Political
Promotion Cultural

Tæ
Tæchøc
chøcmua
mua Interpersonal
Organizational The Buying Center and Individual
Influences Qu¸ tr×nh Influences
quyÕt ®Þnh mua

Product or Service Ph¶n

Ph¶n øng
øng cña
cña Delivery Terms
Choice tæ and Times
tæ chøc
chøc mua
mua
Supplier Choice Service Terms
Order Quantities Payment
M
M«« hh×nh
×nh hhμnh
μnh vi
vi mua
mua ccña
ña ng−êi titiªu
ng−êi ªu ddïng
ïng
Model
Modelof
ofConsumer
ConsumerBehavior
Behavior
Product Economic
Price Technological
Place C¸c
C¸c t¸c
t¸c ®éng
®éng marketing
marketing Political
Promotion Cultural

Qu¸
Qu¸ tr×nh
tr×nh nhËn
nhËn thøc,
thøc, C¸c yÕu tè ¶nh
Qu¸ tr×nh
quyÕt ®Þnh xö
xö lý
lý th«ng
th«ng tin
tin h−ëng ®Õn
cña quyÕt ®Þnh mua
mua cña ng−êi
ng−êi tiªu
tiªu dïng
dïng

Product Choice Purchase

Ph¶n Timing
Brand Choice Ph¶n øng
øng
cña Purchase
Dealer Choice cña ng−êi
ng−êi tiªu
tiªu dïng
dïng Amount
C ¸c yÕu
C¸c yÕu ttè
è tt¸c
¸c ®®éng
éng chÝnh
chÝnh ®®Õn
Õn
qu
qu¸¸ tr ×nh mua
tr×nh mua hhμng
μng ccña
ña ttæ
æ ch øc
chøc
M«i
M«i tr−êng
tr−êng (bªn
(bªn ngoμi)
ngoμi)
Kinh
KinhtÕ,
tÕ,C«ng
C«ngnghÖ,
nghÖ,ChÝnh
ChÝnhtrÞ,
trÞ,C¹nh
C¹nhtranh
tranh&&V¨n
V¨nho¸
ho¸

Bªn
Bªn trong
trong tæ
tæ chøc
chøc
Môc
Môctiªu,
tiªu,ChÝnh
ChÝnhs¸ch,
s¸ch,Thñ
Thñtôc,
tôc,
C¬
C¬cÊu,
cÊu,&&HÖ
HÖthèng
thèng
Quan
Quan hÖ
hÖ c¸
c¸ nh©n
nh©n víi
víi nhau
nhau
L·nh
L·nh®¹o,
®¹o,Chøc
Chøcvô,
vô,
quan
quanhÖ
hÖ&&kh¶
kh¶n¨ng
n¨ngthuyÕt
thuyÕtphôc
phôc
C¸
C¸ nh©n
nh©n
Tuæi,
Tuæi,Häc
HäcvÊn,
vÊn,VÞ
VÞtrÝ,
trÝ,C¸
C¸tÝnh
tÝnhvμ
vμ
Th¸i
Th¸i®é
®échÊp
chÊpnhËn
nhËnrñirñiro
ro

Ng−êi
Ng−êi mua
mua
Institutional
Institutional and
and Government
Government Markets
Markets

ThÞ
ThÞ tr−êng
tr−êng c¸c
c¸c tæ
tæ chøc
chøc

Kh«ng
Kh«ng th−êng
th−êng xuyªn
xuyªn Th−êng
Th−êng xuyªn
xuyªn

Government
Government Markets
Markets

Chuyªn
Chuyªn mua
mua Public
Public Review
Review

Outside
Outside Publics
Publics Më
Më thÇu
thÇu

Hîp
Hîp ®ång
®ång
C ¸c giai
C¸c giai ®®o¹n
o¹n trong
trong qu ¸ tr
qu¸ ×nh mua
tr×nh mua hhμng
μng ccña
ña
ttæ
æ ch øc
chøc
Problem
Problem Recognition
Recognition
General
General Need
Need Description
Description
Product
Product Specification
Specification
Supplier
Supplier Search
Search
Proposal
Proposal Solicitation
Solicitation
Supplier
Supplier Selection
Selection
Order
Order Routine
Routine Specification
Specification
Performance
Performance Review
Review
Qu
Qu¸¸ tr ×nh mua
tr×nh mua hhμng
μng ccña
ña ttæ
æ ch øc
chøc
Giai
Giai ®®o¹n
o¹n 11 Nh Ën th
NhËn øc vÊn
thøc vÊn ®®Ò
Ò
. Nhu cÇu ®èi víi hμng hãa, dÞch vô
. Cã thÓ xuÊt ph¸t tõ bªn trong/ bªn ngoμi
. Bªn trong
- ph¸t triÓn s¶n phÈm míi (NPD) cÇn m¸y mãc, n.liÖu
- cÇn thay thÕ thiÕt bÞ háng, cò
- t×m ng−êi cung cÊp míi
- c¬ héi mua víi gi¸ rÎ h¬n, chÊt l−îng tèt hín

. Bªn ngoμi
- héi chî, qu¶ng c¸o, ®−îc chμo hμng

. ChiÕn l−îc:
- mail trùc tiÕp, call trùc tiÕp,
Qu
Qu¸¸ tr ×nh mua
tr×nh mua hhμng
μng ccña
ña ttæ
æ ch øc
chøc
Giai
Giai ®®o¹n
o¹n 22 M « tt¶
M« ¶ nhu
nhu ccÇu
Çu

. §Æc ®iÓm hμng hãa cÇn mua, sè l−îng

. Cã ba h×nh thøc mua: míi, l¹i cã thay ®æi, l¹i kh«ng th.®æi
Business
Business Buying
Buying Situations
Situations

Mua
Mua míi
míi
New
New Task
Task Buying
Buying
Involved Decision Making

Mua
Mua l¹i
l¹i cã
cã thay
thay ®æi
®æi
Modified
Modified Rebuy
Rebuy

Mua
Mua l¹i
l¹i kh«ng
kh«ng thay
thay ®æi
®æi
Straight
Straight Rebuy
Rebuy
C ¸c giai
C¸c giai ®®o¹n
o¹n trong
trong
qu
qu¸¸ tr ×nh mua
tr×nh mua hhμng
μng ccña
ña ttæ
æ ch øc
chøc
Problem
Problem Recognition
Recognition
General
General Need
Need Description
Description
Product
Product Specification
Specification
Supplier
Supplier Search
Search
Proposal
Proposal Solicitation
Solicitation
Supplier
Supplier Selection
Selection
Order
Order Routine
Routine Specification
Specification
Performance
Performance Review
Review
Qu
Qu¸¸ tr ×nh mua
tr×nh mua hhμng
μng ccña
ña ttæ
æ ch øc
chøc
Giai
Giai ®®o¹n
o¹n 22 M « tt¶
M« ¶ nhu
nhu ccÇu
Çu

. §Æc ®iÓm hμng hãa cÇn mua, sè l−îng

. Cã ba h×nh thøc mua: míi, l¹i cã thay ®æi, l¹i kh«ng th.®æi
. §èi víi c¸c hμng hãa phøc t¹p:
- CÇn cã sù trao ®æi gi÷a c¸c thμnh viªn liªn quan
(chuyªn gia, kü s−, ng−êi sö dông, ng−êi mua see next 1)
- X¸c ®Þnh ®Æc ®iÓm cña hμng hãa cÇn mua
(®é tin cËy, ®é bÒn, gi¸, c¸c thuéc tÝnh kh¸c)

. ChiÕn l−îc:
- Ng−êi b¸n hç trî ng−êi mua ( t− vÊn, c¸c gi¶i ph¸p phï hîp nhu
cÇu, see next 2)
C ¸c th
C¸c μnh vi
thμnh ªn tham
viªn tham gia
gia qu¸ trtr×nh
qu¸ ×nh mua
mua
TRUNG
TRUNG TT¢M ¢M MUA
MUA H μNG
HμNG

Ng−êi ng¨n c¶n Ng−êi sö dông

Buying
Buying
Ng−êi Center
Center Nguíi
quyÕt ®Þnh t¸c ®éng

Ng−êi mua
Qu
Qu¸¸ tr ×nh mua
tr×nh mua hhμng
μng ccña
ña ttæ
æ ch øc
chøc
Giai
Giai ®®o¹n
o¹n 22 M « tt¶
M« ¶ nhu
nhu ccÇu
Çu

. §Æc ®iÓm hμng hãa cÇn mua, sè l−îng

. Cã ba h×nh thøc mua: míi, l¹i cã thay ®æi, l¹i kh«ng th.®æi
. §èi víi c¸c hμng hãa phøc t¹p:
- CÇn cã sù trao ®æi gi÷a c¸c thμnh viªn liªn quan
(chuyªn gia, kü s−, ng−êi sö dông, ng−êi mua see next 1)
- X¸c ®Þnh ®Æc ®iÓm cña hμng hãa cÇn mua
(®é tin cËy, ®é bÒn, gi¸, c¸c thuéc tÝnh kh¸c)

. ChiÕn l−îc:
- Ng−êi b¸n hç trî ng−êi mua ( t− vÊn, c¸c gi¶i ph¸p phï hîp nhu
cÇu, see next 2)
 M« h×nh kinh doanh cña DELL
DELL Business Model
Ng−êi cung cÊp tæng hîp c¸c ®¬n ®Æt hμng
khi kh¸ch hμng ®Æt hμng

2
L¾p ®Æt vμ
ph©n phèi
3
2

4
1
Giao hμng cho
kh¸ch hμng
§Æt hμng b»ng Internet,
®iÖn tho¹i, web … 4
Tæng hîp:
- No or less material inventory
C¸c bé phËn kh«ng do - Limited in process inventory
Dell s¶n xuÊt, giao trùc
- No finished goods inventory
tiÕp cho kh¸ch hμng (loa,
æ zip …) - Components from other vendors
are shipped directly to customers
DELL’S OPERATING PRINCIPLES

Customer

Order Delivery

SALES

R&D

Assembly

Commodity
suppliers
Component
suppliers
 DELL’S ONLINE BUSINESS MODEL

Suppliers linked
through extranet
Product delivered
deliver JIT
through independent
4
shippers such as UPS 4

3
Customer gathers
Dell manufactures 1 Web page provides 1 information and
customized PC and information and purchases through
sells at low price ordering Web page

2 2
Payments are made
online through web
page
 Appendix 2. DELL’S BUSINESS MODEL
Personalization

Listen
Listento
tothe
thecustomer
customer
CRM

Distribution
5 Establish
Establishthe
theconfiguration
2configuration
- one n
-t o tio
One tomiza
s- c us Planing of production
3
Mas

Production
4a(internal)

ERP
Outsourcing
4b (external)
SCM
Source: E--Business Models,
Models, OES-SEO’2001,Rome
Qu
Qu¸¸ trtr×nh
×nh mua
mua hhμng
μng ccña
ña ttæ
æ ch øc
chøc
Giai
Giai ®®o¹n
o¹n 22 M M«« tt¶
¶ nhu
nhu ccÇu
Çu
ChiÕn l−îc: Ng−êi b¸n hç trî ng−êi mua ( t− vÊn, c¸c gi¶i ph¸p phï hîp
nhu cÇu, see next 2)
DELL: Solutions
- Giøp kh¸ch hμng lùa chän c«ng nghÖ phï hîp nhÊt ®èi víi nhu cÇu cña hä
- e.g. Eastman Chemical: cung cÊp PCs kÌm theo cμI ®Æt phÇn mÒm (do kh¸ch
hμng cung cÊp, hoÆc tõ nhμ cung cÊp phÇn mÒm do kh¸ch hμng chän) kÓ c¶ put
asset tags on at Dell s plants, tiÕt kiÖm chi phÝ cho kh¸ch hμng
Æ Ho¹t ®éng nh− phßng IT cña kh¸ch hμng

-e.g. Boeing: T− vÊn, kÕ ho¹ch cho kh¸ch hμng vÒ nhu cÇu PCs, ®Þnh d¹ng hÖ
thèng m¹ng, vËn hμnh, b¶o tr× cïng víi phong IT cña h·ng
Æ Sö dông ®éi ngò nh©n viªn ho¹t ®éng t¹i h·ng Boeing

Cung cÊp gi¸ trÞ gia t¨ng

- Cung cÊp c«ng nghÖ tèt nhÊt, phï hîp víi nhu cÇu
- H−íng dÉn, ®μo t¹o ®Ó kh¸ch hμng dÔ sö dông nhÊt
-H¹ chi phÝ, c¶I tiÕn quy tr×nh, n©ng cao chÊt l−îng
Qu
Qu¸¸ tr×nh mua
tr×nh mua hhμng
μng ccña
ña ttæ
æ ch øc
chøc
Giai
Giai ®®o¹n
o¹n 33 MM«« tt¶
¶ hhμng
μng hãa
hãa

. Quy ®Þnh vÒ hμng hãa (kü thuËt, tiªu chuÈn, yªu cÇu ®.biªt)
. PVA Product Value Analysis team
. Gi¶m chi phÝ
. ThiÕt kÕ l¹i, tiªu chuÈn hãa
. Nghiªn cøu c¸c thμnh phÇn quan träng (20/80)
. X¸c ®Þnh c¸c thμnh phÇn qu¸ tèt
Æ Quy ®Þnh chÆt chÏ gióp n©ng cao hiÖu qu¶

. ChiÕn l−îc:
- Còng sö dông PVA ®Ó ®Þnh vÞ s¶n phÈm
- ThiÕt lËp quan hÖ víi kh¸ch hμng, tham gia cïng kh¸ch hμng vμo
qu¸ tr×nh PVA sÏ cã nhiÒu c¬ héi giμnh ®−îc kh¸ch hμng
Qu
Qu¸¸ tr×nh mua
tr×nh mua hhμng
μng ccña
ña ttæ
æ ch øc
chøc
Giai
Giai ®®o¹n
o¹n 44 TT×m
×m ng −êi cung
ng−êi cung cÊp
cÊp

Nguån
. Danh b¹ th−¬ng m¹i, danh b¹ ®iÖn tho¹i, trang vμng
. Internet
. T×m hiÓu c¸c qu¶ng c¸o th−¬ng m¹i
. Tham gia héi chî
. Nguån kh¸c: ???

. ChiÕn l−îc:
- §¨ng ký vμo c¸c danh b¹
- Qu¶ng c¸o m¹nh
- ThiÕt lËp tiÕng t¨m, uy tÝn tèt
Qu
Qu¸¸ tr×nh mua
tr×nh mua hhμng
μng ccña
ña ttæ
æ chøc
chøc
Giai
Giai ®®o¹n
o¹n 55 §§¸nh
¸nh gi ¸ cc¸c
gi¸ ¸c ®¬ n ch
®¬n μo
chμo

Mêi c¸c nhμ cung cÊp ®· ®−îc ®¸nh gi¸ göi ®¬n chμo hμng
. §¸nh gi¸ s¬ bé, lo¹i bá nh÷ng ®¬n chμo kÐm nhÊt
. Mêi c¸c nhμ cung cÊp ®¹t yªu cÇu ®Õn tr×nh bμy

. ChiÕn l−îc:
- Cã kh¶ n¨ng nghiªn cøu nhu cÇu, tr×nh bμy c¸c ®¬n chμo hμng
- Tr×nh bμy tèt: ®Þnh vÞ kh¶ n¨ng c«ng ty vμ c¸c nguån lùc
- Kh«ng chØ tr×nh bμy th«ng tin Æ t×m hiÓu nhu cÇu (questions???)
(see Next: c¸c c©u hái nªn/kh«ng nªn hái)
Qu
Qu¸¸ tr×nh mua
tr×nh mua hhμng
μng ccña
ña ttæ
æ chøc
chøc
Giai
Giai ®®o¹n
o¹n 55 §§¸nh
¸nh gi ¸ cc¸c
gi¸ ¸c ®¬ n ch
®¬n μo
chμo
C¸c c©u hái nªn/kh«ng nªn hái
. C«ng ty «ng/bμ ho¹t ®éng g×?
. Yªu cÇu cña c«ng ty «ng bμ? (Giao hμng, chuyªn gia )

. Chóng t«i cã thÓ lμm g× cho c«ng ty «ng/bμ?

. Chóng t«i lμm g× ®Ó gãp phÇn n©ng cao hiÖu qu¶, chÊt l−îng (c¶ hai phÝa ®Òu quan t©m
®Õn lîi Ých ®em l¹i)

. ¤ng/bμ cã thùc hiÖn mua hμng hãa/dÞch vô kh«ng?

. NÕu quan t©m, kÕ ho¹ch mua nh− thÕ nμo (nhËn biÕt sù phï hîp cña sp, dv ®èi víi tæ
chøc mua vμ ®−îc sö dông nh− thÕ nμo)

. ¤ng/bμ ®ang mua tõ ng−êi cung cÊp nμo? (coi träng gi¸ - coi nhÑ c.l−îng, d.vô)
. Chóng t«i cã thÓ cung cÊp c¸c gi¸ trÞ gia t¨ng g×? (kh¸ch hμng mong muèn gtgt)
Qu
Qu¸¸ tr×nh mua
tr×nh mua hhμng
μng ccña
ña ttæ
æ ch øc
chøc
Giai
Giai ®®o¹n
o¹n 66 LLùa
ùa ch än ng
chän −êi cung
ng−êi cung cÊp
cÊp
TiÕn hμnh
. X¸c ®Þnh c¸c tiªu trÝ ®¸nh gi¸ vμ tÇm quan träng
. XÕp lo¹i kh¸ch hμng theo c¸c tiªu trÝ
. Hμng th«ng th−êng (giao hμng, gi¸ c¶, uy tÝn)
. Hμng kü thuËt (dÞch vô kü thuËt, linh ho¹t, ®é tin cËy cña s¶n phÈm)
. Hμng gi¸ trÞ lín (gi¸, uy tÝn cña ng−êi b¸n, ®é tin cËy cña s¶n phÈm,
chÊt l−îng dÞch vô, sù linh ho¹t cña ng−êi b¸n)

ChiÕn l−îc:
- Tr−íc yªu cÇu cña ng−êi mua (gi¶m gi¸ )
- Chøng minh chi phÝ sö dông thÊp h¬n ®èi thñ c¹nh tranh
- C¸c dÞch vô gia t¨ng gi¸ trÞ
Qu
Qu¸¸ tr×nh mua
tr×nh mua hhμng
μng ccña
ña ttæ
æ ch øc
chøc
Giai
Giai ®®o¹n
o¹n 77 TiÕn
TiÕn hhμnh
μnh ®®Æt
Æt hhμng
μng
Th−¬ng l−îng vμ ®Æt hμng
. So¹n th¶o c¸c ®iÒu kho¶n
. Th−¬ng l−îng
. §ång ý
. Thùc hiÖn
e.g. Hîp ®ång mua b¸n ngo¹i th−¬ng
Qu
Qu¸¸ tr×nh mua
tr×nh mua hhμng
μng ccña
ña ttæ
æ ch øc
chøc
Giai
Giai ®®o¹n
o¹n 88 §§¸nh
¸nh gi ¸ ho
gi¸ ¹t ®®éng
ho¹t éng
Ph−¬ng ph¸p (3)
. Dùa trªn ®¸nh gi¸ cña kh¸ch hμng cuèi cïng
. Tù ®¸nh gi¸ trªn mét sè tiªu trÝ vμ tÇm quan träng
. So s¸nh chi phÝ ®æi nhμ cung cÊp (switching costs)

. ChiÕn l−îc:
- Nghiªn cøu c¸c yªu cÇu gièng nh− kh¸ch hμng
- Nghiªn cøu ph¶n øng cña ®èi thñ c¹nh tranh
- Nghiªn cøu c¸c thay ®æi kh¸c vÒ m«i tr−êng