HỖN HỢP SẢN PHẨM MARKETING doc

Hon hQP san pham (Product mix) san pMm ho<).c mqt nhom san philm dug<: nha

marketing dua fa thj truOng

H(li chI! thuang m~ (Trade fair/trade exhibition) NhoUg dQ1 hQi chQ' drrgc t6

ch6c dinh ky, nO'i cac cong ty thuQc cac nhom nganh ngho! khac nhau mang hang

cua mlnh den trung bay giOi thi~u cho ngmn tham quan mua Ie va khach hang

mua buon.

HQP dong biin quyen qu6c te (Foreign licensing) Trong marketing qu6c te, la

hgp dong giii'a doanh nghi~p vai mqt cong ty mrac ngoai trong do doanh nghi~p

cho phep cong ty nu6"c ngoai san xua't va ti~u thv hang cua mlnh t~i thi truOng

nU6"cngoai.

HQP tae ban Ie (Retail cooperative) Thoa thu~ Mng hgp dong giii'a mqt nhom

dic nha ban Ie vo! vi~c cung mua hang dl! tm til cac C(J so ban buon do cac nha ban

Ie sa hii'il, m6i ngum mua mqt Iuqng t6i thi~u nao do, nMm c~nh tranh vOi vOi cac

chu6i cua hang Ian.

H~ thOng (System) La nhom cac b(> ph~n/kMu co t6 chUc, lien ket nam trong

cung m(>t ke ho~ch v~ch ra d~ d~t dug<: cac ml}c ti~u cv tM.

H~ thong marketing trt,re tuyen (Vertical Marketing Systems - VMS) La cac

k~nh marketing hO<;lt dqng trong cung h~ th6ng so hihl cua mqt cong ty. M~ng luOi

nay dUQ'c quan ly m(>t cach khoa h<;>c, duqc hO<;lch djnh tru6"c tu trung tam dt CO

tht thl)"c hi~n hi~u qua hO<;lt dqng marketing va mang l~i i\nh huang t6i da trong

m~ng lu6i.

H~ thong marketing tTJ!C tuyen cua doanh nghi~p (Corporate Vertical

Marketing System) M(>t h¢ th6ng marketing tIVc tuyen dUQ'c hinh thanh dl)"a vao

sO hihl duy nMt d6i vOi m6i cl)ng do~ cua kenh marketing.

HOl,lt dc)ng marketing eua cae t6 chuc (Organization marketing) Ho,,! d¢ng

markering do cae ttl chtit: l7Jang /;fli It;ri fch cho c~ng d(ing (nhu c(Jng doan,. t6 chlic

c~fn~ tri), cae t~ ch~ diC;h '" (?hu truimg pM tMng, tmOng d<;li hQ'C, b¢nh vi¢n,

bao tang), cac tl). chuc ~hmh phu (nhu quan dqi, canh sat, phong cnay chua cnay,

bun dl~n) thl)"c hl¢n, nham tac ?qng Mn m<;li ngum de h<;l chlfp nh~ mvc dfch, su

dVng d!ch yV, ho<).c dong gop bang cach nay hay cach khac cho cac t6 ch6c do.

",Ol,lt d(lng ~hiin ph6i san pMm (Physical distribution) M<;>i ho~t dqng d~ dam

bao ha,ng hoa sau k,hi xua't xubng se den tay ngum ti~u dung mqt cach hi¢u qua.

~o ~om v~n chuyen,.lun kho Mi, dong goi bao quan, quan Iy dl! trU, xu Iy dan

dlll hang, Il!a ch(;m nm d<).t kho hang, dl! bao thi truOng va dich vu ban hang' con

gqi Ia hOl!-t dqng h~u ciln. '"

Gici va Chien /uqc gici ' 55