Nguyên lý Marketing ThS. Nguyễn Văn Thoan - ĐH Ngoại th-ơng - 2003 Ch Ch ơ ơ ng ng 2. 2. Nghi Nghi ê ê n n c c ứ ứ u u thị thị tr tr ờng ờng 5. 5. L L ự ự a a ch ch ọ ọ n n thị thị tr tr ờng ờng mục mục ti ti ê ê u u 5.3. Các phơng án để Lựa chọn thị trờng mục tiêu . Tonbộngời tiêu dùng l ttmt . Chọn một số phân đoạn . Chọn một phân đoạn thích hợp nhất Căn cứ . Tính đồng nhất của sản phẩm . Tiềm năng doanh nghiệp . Vòng đời sản phẩm . Cạnh tranh trên thị trờng Chơng 2. Nghiên cứu tổng hợp về thị trờng Ch Ch ơ ơ ng ng 2. 2. Nghi Nghi ê ê n n c c ứ ứ u u t t ổ ổ ng ng h h ợ ợ p p về về thị thị tr tr ờng ờng 1. 1. Kh Kh á á í í ni ni ệ ệ m m về về thị thị tr tr ờng ờng 2. 2. N N ộ ộ i i dụng dụng nghi nghi ê ê n n c c ứ ứ u u t/h t/h về về thị thị tr tr ờng ờng 3. 3. Ph Ph ơ ơ ng ng ph ph á á p p nghi nghi ê ê n n c c ứ ứ u u thị thị tr tr ờng ờng 4. 4. Ph Ph â â n n đ đ o o ạ ạ n n thị thị tr tr ờng ờng 5. 5. L L ự ự a a ch ch ọ ọ n n thị thị tr tr ờng ờng mục mục ti ti ê ê u u Marketing Decision Support System Marketing Decision Support System Q Q Collection of internal and external Collection of internal and external data data Q Q Marketing information system and Marketing information system and storage storage Q Q Dissemination of information to Dissemination of information to decision decision - - makers makers Q Q Integration of data into company Integration of data into company objectives/plans objectives/plans Research Process Research Process Present Present Findings Findings Analyze Analyze Information Information Primary Primary Research Research Quick Primary Quick Primary Research Research Secondary Secondary Research Research Define Define Problem Problem Problem Problem Recognition Recognition Consumer Research Consumer Research Q Q Qualitative observation research Qualitative observation research Q Q Customer visits in business Customer visits in business - - to to - - business marketing business marketing Q Q Focus group research Focus group research Q Q Electronic observational research Electronic observational research Q Q Decision support systems Decision support systems Q Q Consumer survey research Consumer survey research Q Q Secondary data analysis Secondary data analysis Qualitative Observation Research Qualitative Observation Research Q Q Voice of the customer Voice of the customer Consumer Research Consumer Research Q Q Hands Hands - - on consumer on consumer research research Q Q Motivational research Motivational research Qualitative Observation Research Qualitative Observation Research Consumer Research Consumer Research Q Expression of the preferences, opinions and motivations of the customer Q Q Voice of the customer Voice of the customer Q Q Hands Hands - - on consumer on consumer research research Q Q Motivational research Motivational research Qualitative Observation Research Qualitative Observation Research Consumer Research Consumer Research Q Q Conducted by Conducted by direct observation direct observation by managers of the by managers of the way current way current customers use customers use specific products specific products and brands and brands Q Q Motivational research Motivational research Q Q Voice of the customer Voice of the customer Q Q Hands Hands - - on consumer on consumer research research Qualitative Observation Research Qualitative Observation Research Consumer Research Consumer Research Q Q Research method Research method directed at directed at discovering the discovering the conscious or conscious or subconscious subconscious reason that reason that motivates a motivates a person person ’ ’ s behavior s behavior Q Q Voice of the customer Voice of the customer Q Q Motivational research Motivational research Q Q Hands Hands - - on consumer on consumer research research Customer Visits in Business-to-Business Marketing Customer Visits in Customer Visits in Business Business - - to to - - Business Marketing Business Marketing Consumer Research Consumer Research . 20 03 Ch Ch ơ ơ ng ng 2. 2. Nghi Nghi ê ê n n c c ứ ứ u u thị thị tr tr ờng ờng 5. 5. L L ự ự a a ch ch ọ ọ n n thị thị tr tr ờng ờng mục mục ti ti ê ê u u 5 .3. Các phơng án để Lựa chọn thị. Kh Kh á á í í ni ni ệ ệ m m về về thị thị tr tr ờng ờng 2. 2. N N ộ ộ i i dụng dụng nghi nghi ê ê n n c c ứ ứ u u t/h t/h về về thị thị tr tr ờng ờng 3. 3. Ph Ph ơ ơ ng ng ph ph á á p p nghi nghi ê ê n n c c ứ ứ u u thị thị tr tr ờng ờng 4 sản phẩm . Cạnh tranh trên thị trờng Chơng 2. Nghiên cứu tổng hợp về thị trờng Ch Ch ơ ơ ng ng 2. 2. Nghi Nghi ê ê n n c c ứ ứ u u t t ổ ổ ng ng h h ợ ợ p p về về thị thị tr tr ờng ờng 1. 1.