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r TS TRAN THJ NGQC TRANG ? QUAN TRI """' CHIEU THI• ' h.1 ~ ,, 'I[.'j~ ,~ \~ ~· ,.,, -· - NHA x CHUONG TONG QUAN CH/EU THI VA OUAN TR! CH/EU THI CHUONG I ~ A") A ' TONG QUAN VE CHIEU THI VA QUAN TRI CHIEU THI ? A Trang co che th! truong ho?t dong truyen thong marketing (hay chieu th!) la mot phan quan trong he thong kinh til" xa hQi tr6 mot hinh thCic truyen thong can thie't doi vdi ca ngu-C:jj tieu dung va ngtJbi san xuat Nhb ho?t dong chieu th! ma cac doanh nghiep c6 the th6ng tin, t?o Stj chu y cua cong Chung doi vdi cac san pham va d!ch Vl,.I cua minh Ngllbi tieu dung cOng nhb vao cac ho?t d(lng chieu th! ma c6 nhieu thong tin, c6 nhieu co h(li chon 11,ta san pham va cac quyet djnh mua sam Gae ho?t dong chieu th! se cang phat trien va da d?ng hon cung voi sv thay doi ldn lao cua moi trubng kinh doanh va SI/ thay doi hanh vi nglloi · tieu dung M1,.1c tieu chvang se xem xet cac viin de sau: Xem xet cac chuc nang truyen th6ng chieu th! ke ho?ch marketing Gi6i thieu khai niem truyen thong marketing tong hc;ip va cac yeu to cua n6 Xem xet nguyen nhan lam gia tang vai tro cua truyen thong marketing tong hOp viec ho?ch d!nh va th 1,tc hien chvong trinh truyen thong khuyen mc,ti G16; th1eu cac yeu to khac cua mot phoi thuc truyen thong va vai HO cua moi yeu to mot chvong trlnh truyen th6ng Xem xet cac yeu to cua marketing va cac yeu to chieu th! phai dvoc phoi hOP nhv the nao de truyen thong co hieu qua Gioi thieu mo hlnh ho?ch djnh qua trlnh truyen thong marketing va cac bu6c de phat trien chvong trinh truyen th6ng marketing sl,I PHAT TRIEN CUA auANG cAo vA KHUYEN M~I Hang nam, the gi6i chi mot khoan tien khong 16 cha cac ho?t dong gioi thieu hang h6a, nham thu hut sv chu y cua khcich hang Giao su d?i CHUONG TONG QUAN CH/EU THI VA QUAN TR/ CH/EU TH! hoc Columbia, Williams s Vickrey - ngvoi Wng doat giai Nobel kinh te 1996, da xem "Quang cao la han th~ bieu cua nen kinh te" Tam quan cang tang cua quang cao va chieu th! c6 the thay thong qua mt1c chi phf cho hoat d(lng nhilng nam gan day My 1980 chi phf quang cao 53 ti USO, chi phf khuyen mai la 49 ti USO, nam 1996 quang cao tang 174 ti uso va khuyen mai tang hon 200 ti uso 1, nam 2002 quang cao tang 240 ti uso va khuyen mai tang hdn 250 ti uso nat Viet Nam, W nt16c ta chuyen sang nen kinh te th! trvong, hoat d(lng kinh doanh cang phat trien da keo theo hoat dong quang cao chieu th! phat trien v6i toe nhanh nhat w tru·6c Mn Quang cao 8,1 trieu uso nam 1994 tang len 116 trieu uso nam 1999, tren 400 trieu USO nam 2006 Chi phf cho hoat dong khuye·n mai 523 ti dong nam 2006 Xu hu6ng gia tang chi phf cho cac hoat d(lng chieu th! phan anh phan nao Slf phat trien cua nen kinh te' Va vai tro cua l1oat d(lng chieu thj ChLldng trinh marketing cua doanh nghiep f)e hieu r5 hdn ve vai tro cua hoat d(lng chieu th!, trLJ6c he't chung ta se xem xet ban chat cua marketing va vai tro cua truyen thong marketing chie·n luQc marketing-mix w 1.1 MARKETING 1.1.1 Marketing LA Gi? la gi: Theo Hiep h(li Marketing My - AMA: "Marketing la qua trinh hoach dinh va thlfc hien cac y tl!ong, dinh gia, phan phoi, chieu th! cho cac san pham Va djch VU tao Slj trao d6i nh~m thoa man muc tieu CUa cac ca nhan va t6 chuc" • Marketing tap trunq vao su trao doi: 8!nh nghTa cua AMA nhan manh Mn trao d6i, trao d6i xay ra, phai c6 it nhat hai ben tham gia trao d6i v~t c6 gia tr! de lay v~t khac va phai thong tin cho Nhu v~y quang cao va chieu th! dong vai tro quan trong qua trlnh trao d6i nh~m thong tin cho.hai ben tham gia • Marketing dap ung monq muon cua ca nqubi ban Adv\:rlising Age Ian nqLJoi mua CHUONG TONG QUAN CH/EU THI VA QUAN TRI CH/EU TH/ • Hoat dong marketing phai huong ·vao khach hang, thoa man nhu cau tao va trl moi guan he voi knach hang • Mot ly khac khien cho marketing phai nhan manh den moi guan he: la tfnh hieu qua neu giu dLtQC khach hang da CO hdn la tlm kiem khach hang moi Cac nha marketing quan tam den gia trj suet dbi cua mot khach hang Ket qua cua mot cuoc nghien cuu da Chung to rang: Neu giam bot 5% so.khach hang roi b6 san pham cua c6ng ty co the lam tang them IQi nhu~n w30 - 90 % Do cac cong ty phai quan tam den Slj phat trien moi quan he VOi cac khach hang cua mlnh 1.1.2 Marketing-mix: Marketing-mix la s1,1 phoi hQp cac phan marketing ctio phu hQp voi hoan canh thLJc te cua th! truong, day chi nh la s1,1 bieu hi en linh ho~t cua doanh nghiep viec v~n d1,mg cac chien ILJQC 4P Wng giai do~n khac ntiau cua th! truong Bon Ps: Product (san pham), Price (gia ca), Place (phan ph6i), Promotion (chieu th! hay truyen th6ng marketing) la ban yeu to ci'.Ja marketing-mix Nhiem v~ cua marketing la ket hQp bon yeu to m(lt chLtdng trlnh marketing de t~o Slj thu~n IQi cho khach hang tiem nang co the trao doi tren th! truong ChLtdng trlnh truyen th6ng marketing la mot phan cua Chien ILfQC marketing va phai duQc phoi hQp ch~t che voi cac ho~t dong khac cua marketing Mot c6ng ty c6 the chi mot khoi ILJQng tien Ion cho quang cao ho~c khuyen m~i nhung neu san pham c6 chat ILtQng kem, gia ca kh6ng thfch hQp ho~c kh6ng c6 m(lt he thong phan phoi day du de dLta san pham den khach hang, c6ng ty d6 cOng se c6 ft hy vong cong 1.2 TRUYEN THONG MARKETING TONG H