chapter_13_thiet_ke_mot_chien_luoc_marketing_dien_hinh_6806

chapter_13_thiet_ke_mot_chien_luoc_marketing_dien_hinh_6806...

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Unformatted text preview: THI T K M T S CHI N L C MARKETING I N HNH 1. Chi n l c c a ng i d n u th tr ng 2. Chi n l c c a ng i thch th c th tr ng 3. Chi n l c c a ng i theo sau th tr ng 4. Chi n l c np gc th tr ng 5. Thi t k chi n l c cho th tr ng ton c u Tm t t Trong ch ng ny, ta s xem xt nh ng thch th c v chi n l c Marketing khc nhau i m t v i nh ng ng i d n u th tr ng, nh ng ng i thch th c, nh ng ng i theo sau v nh ng ng i np bng. Ph n cu i s phn tch v chi n l c marketing cho th tr ng ton c u. 1. Chi n l c c a ng i d n u th tr ng Nghin c u su h n c th phn lo i cc cng ty theo vai tr c a chng trn th tr ng m c tiu thnh nh ng cng ty d n u, thch th c, theo sau v np bng. Gi s m t th tr ng bao g m nh ng cng ty nh H.13.1. 40% th ph n n m trong tay m t cng ty d n u, cng ty c th ph n l n nh t 30% khc nh m trong tay m t cng ty thch th c, cng ty ang chu n b u tranh quy t li t t ng th ph n. Cn 20% th n m trong tay m t cng ty theo sau, cng ty ng th nh ch mu n duy tr th ph n c a mnh v khng mu n lm o l n tnh hnh. 10% cn l i n m trong tay nh ng cng ty np bng, nh ng cng ty ph c v nh ng khc th tr ng nh m cng ty l n khng n. Ng i d n u th tr ng Ng i thch th c th tr ng Ng i theo sau th tr ng Ng i np bng th tr ng 40% 30% 20% 10% H.13.1 C u trc c a m t th tr ng gi nh R t nhi u ngnh c m t cng ty c th a nh n l cng ty d n u th tr ng. Cng ty ny c th ph n l n nh t trn th tr ng s n ph m lin quan. N th ng i tr c cc cng ty khc trong vi c thay i gi, a ra s n ph m m i, phn chia ph m vi v c ng qu ng co. Ng i d n u c th c hay khng c khm ph c hay knh n , nh ng cc cng ty khc u th a nh n vai tr kh ng ch c a n....
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This note was uploaded on 11/13/2010 for the course Kỹ NăNG 12345 taught by Professor Google during the Spring '10 term at American College of Computer & Information Sciences.

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