Chapter 1 tong quan

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<ul><li> 1. Chng 1: Tong quan HVKHCHNG 1: TONG QUAN VE HANH VI KHACH HANG Tiep can va nhan biet tong quan ve hanh vi khach hangMuc tieu Nhan biet nhng yeu to tac ong en hanh vi khach hang Hieu c tac ong cua hanh vi KH khi thiet lap cac chien lc Marketing 1/22/2008ThS. Nguyn th Diu Linh 1Chng 1: Tong quan HVKHNoi dung1. Hanh vi khach hang la g?2. Tai sao phai nghien cu hanh vi KHang3. Phan biet va xac nh vai tro cua KHvi ach h4. Nghien cu hanh vi KH H a nh5. Hanh vi KH va chien lc marketingKh6. Bang anh gia hanh vi KH 1/22/2008ThS. Nguyn th Diu Linh 21</li></ul> <p> 2. Chng 1: Tong quan HVKH1. Hanh vi khach hang la g? Hanh vi KH la s tng tac nang ong cua nhng nhan to tac ong va nhan thc, hanh vi va moi trng ma qua s tng tac o con ngi thay oi cuoc song cua hoHiep hoi marketing Hoa Ky 1/22/2008 ThS. Nguyn th Diu Linh3Chng 1: Tong quan HVKHnh ngha hanh vi KH (tt) Hanh vi KH la nhng hanh vi cua cac n vra quyet nh trong viec mua sam, s dung vax ly thai bo nhng hang hoa va dch vu (Kotler &amp; Levy)Hanh vi khach hang la qua trnh quyet nhva hoat ong vat chat cua cac ca nhan khianh gia, co c, s dung va x ly thai bonhng hang hoa va dch vu (London &amp; Della Bitta) 1/22/2008 ThS. Nguyn th Diu Linh42 3. Chng 1: Tong quan HVKHnh ngha hanh vi KH (tt) Hanh vi KH la nhng hanh ong lien quan trc tiep en viec co c, tieu dung va x ly thai bo nhng hang hoa va dch vu, bao gom cac qua trnh quyet nh trc va sau nhng hanh ong nayEngel, Blackwell &amp; Miniard1/22/2008ThS. Nguyn th Diu Linh 5 Chng 1: Tong quan HVKH Hanh vi khach hang la:Suy ngh va cam nhan cua con ngi trongqua trnh mua sam va tieu dung Hanh vi KH bao gom: Mua sam, s dung va X ly san pham/ dch vu Hanh vi KH la nang ong va tng tac1/22/2008ThS. Nguyn th Diu Linh 63 4. Chng 1: Tong quan HVKH Nhng tac ong nhieu mat enhanh vi khach hang Hnh vi mua Cu trc h gsm v tiudngiu chnh v nhn khuchnh schhc bo v quyn li NTD Nhu cu, cm xc, cc gi trS hiu bit vv tnh cchHVKHChin lcMarketingnhm tha mn nhu cu ca KH mc tiu Nhng tc ng ca nhmX l thng tinv ra quytnh 1/22/2008ThS. Nguyn th Diu Linh7Chng 1: Tong quan HVKH2. Tai sao phai nghien cu HVKH? S thay oi cua cac quan iem marketing Cch tip cn cCch tip cn mi Marketing l mt chc nng Marketing l trit l Qun tr hin trng Qun tr thay i Sc mnh ngi bn Sc mnh ngi mua Chp nhn mi n hng Tuyn chn khch hng mua Sc mnh nh cung ng Sc mnh khch hng thng tr thng tr Khch hng c t thng tin Khch hng c nhiu thng tin Tp trung khch hng trc Tp trung khch hng gin tip, tip trc tip, hin ti, tim nng 1/22/2008ThS. Nguyn th Diu Linh8 4 5. Chng 1: Tong quan HVKH2. Tai sao phai nghien cu HVKH? Tam quan trong cua nghien cu hanh vi KH- Nang cao tnh canh tranh- Trien khai san pham mi- Xay dng chien lc marketing anh hng1/22/2008ThS. Nguyn th Diu Linh 9 Chng 1: Tong quan HVKH2. Ti sao phi nghin cu HVKH Tam quan trong cua nghien cu hanh vi KH Khach hang khong hai long vi san pham/ dch vu4% phan hoi y kien96% yen lang bo i 91% khong bao 5% quay lai do cha gi tr laitm c ni thay the Ton that1/22/2008ThS. Nguyn th Diu Linh10 5 6. Chng 1: Tong quan HVKH2. Ti sao phi nghin cu HVKH Tam quan trong cua nghien cu hanh vi KH3% thay oi xu hngi?Tai sao KH bo 5% phat trien nhng tnh hu ngh khac? 9% v nhng ly do canh tranh 14% khong hai long ve san pham68% v thai o th , lanh am cua chu,quan ly hay ch 1 vai nhan vien ban hang1/22/2008ThS. Nguyn th Diu Linh 11 Chng 1: Tong quan HVKH 3. Phan biet va xac nh vai tro cua khach hang KH ca nhan Phan loai KH: KH to chc Ngi khi xng Ngi quyet nh Cac vai tro cua KH Ngi nh hng Ngi mua Ngi s dung1/22/2008ThS. Nguyn th Diu Linh 126 7. Chng 1: Tong quan HVKH4. Nghien cu hanh vi KH Ban chat cuaCac loai nghien cu:nghien cu- Nghien cu c ban Nham muc ch m rong kho tang tri thc cua khoa hoc HVKH. Ket qua khong nham vao viec ra quyet nh cua nha quan tr- Nghien cu ng dungNghien cu cac van e lien quan en khach hang cua congty, nham muc ch ho tr cac nha quan tr ra quyet nh.1/22/2008ThS. Nguyn th Diu Linh13 Chng 1: Tong quan HVKH4. Nghien cu hanh vi KH NgunCac loai nghien cu: thong tin- Nghien cu tai ban (desk research) Thong tin can thu thap la thong tin th cap- Nghien cu tai hien trng (field research)Thong tin can thu thap la thong tin s cap1/22/2008ThS. Nguyn th Diu Linh14 7 8. Chng 1: Tong quan HVKH4. Nghien cu hanh vi KH ac iemCac loai nghien cu:thong tin- Nghien cu nh tnh (qualitative study)La tm hieu, kham pha ve cac tnh chat, thuoc tnh cua cac svat, hien tng, tren c s o xac nh cac bien nghien cu - Nghien cu nh lng (quantitative study) La tm ra nhng cai mi trong moi lien he gia cac s vat, hien tng da tren s ghi chep, phan tch cac bien nh lng mot cach co he thong1/22/2008ThS. Nguyn th Diu Linh15 Chng 1: Tong quan HVKH4. Nghien cu hanh vi KH Mc o tm hieu veCac loai nghien cu: th trng- Nghien cu kham pha (exploratory study)Tm hieu s bo van e can nghien cu; Khang nh lai van enghien cu- Nghien cu mo ta (descriptive study)Mo ta lai van e nghien cu. VD: mo ta ac tnh khachhang; thoi quen tieu dung,1/22/2008ThS. Nguyn th Diu Linh16 8 9. Chng 1: Tong quan HVKH4. Nghien cu hanh vi KHKy thuat thu thap thong tin Thao luan tay oiThao luan nhomThong tin nh tnh Delphi/ Chuyen giaNghien cu tnh huong1/22/2008 ThS. Nguyn th Diu Linh 17 Chng 1: Tong quan HVKH4. Nghien cu hanh vi KHKy thuat thu thap thong tin Phong van trc tiepBang cau hoiThong tinnh lngQuan satThc nghiem1/22/2008 ThS. Nguyn th Diu Linh 18 9 10. Chng 1: Tong quan HVKH4. Nghien cu hanh vi KHNoi dung nghien cu: - Nhng phan ng cua KH- Nhng yeu to anh hng en HVKH- Nhng hoat ong marketing cua DN tacong en khach hang1/22/2008 ThS. Nguyn th Diu Linh19 Chng 1: Tong quan HVKH4. Nghien cu hanh vi KHMot so noi dung nghien cu thngc thc hien - ac iem cua KH oi vi 1 san pham- Thoi quen tieu dung cua KH- Nhan thc cua KH oi vi san pham/nhan hieu/ bao b/ - Thoi quen tiep nhan cac thong iep quang cao1/22/2008 ThS. Nguyn th Diu Linh2010 11. Chng 1: Tong quan HVKH4. Nghien cu hanh vi KHPham vi nghien cu:- Trc khi mua sam (nhan biet nhu cau;tm kiem thong tin)- Khi mua sam, anh gia giai phap- Sau khi mua sam - Nhng yeu to ben trong/ ben ngoai anh hng1/22/2008ThS. Nguyn th Diu Linh 21 Chng 1: Tong quan HVKH4. Nghien cu hanh vi KHQuy trnh nghien cu:1. Xac nh van e HVKH can nghien cu2. Xac nh thong tin can thiet3. Nhan dang nguon thong tin4. Xac nh ky thuat thu thap thong tin5. Thu thap thong tin6. Phan tch va dien giai thong tin7. Viet bao cao va trnh bay ket qua nghien cu1/22/2008ThS. Nguyn th Diu Linh 2211 12. Chng 1: Tong quan HVKH5. HVKH va chien lc MarketingSan pham mi Phan khuc th trngMarketing mixChien lc nh vChien lc truyen thong1/22/2008 ThS. Nguyn th Diu Linh23 Chng 1: Tong quan HVKHBNG ANH GIA HVKHTac ong cua KHQuyet nh Marketing + Nhng tac ong ben ngoai Phan khuc th trng + Nhng tac ong ben trongnh v san pham + Nhng tac ong tnh huong Marketing mix + Nhng tac ong cua qua trnh quyet nh1/22/2008 ThS. Nguyn th Diu Linh2412 13. Chng 1: Tong quan HVKHMO HNH VE HANH VI KH1/22/2008ThS. Nguyn th Diu Linh25 Chng 1: Tong quan HVKHBAI TAP 1. Xac nh van e HVKH can nghien cu 2. Xac nh thong tin can thiet 3. Hay ke lai cau cau chuyen mua sam trong gia nh cac anh ch va cho viet cac thanh vien trong gia nh cua ban gi vai tro g khi mua sam, s dung nhng san pham o1/22/2008ThS. Nguyn th Diu Linh26 13</p>