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NGHIEN CUU MAR

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Nghien cuu marketing

Text of NGHIEN CUU MAR

  • Chng 1KHI QUT V NGHIN CU MARKETING

  • Nhng ni dung chnhNghin cu marketing l g?Nhng cn nhc tin hnh mt cuc nghin cu marketing Qu trnh ra quyt nh marketing v cc loi hnh NCMARQa trnh NCMARCc vn t chc ca NCMARQun l d n nghin cu

  • H THNG THNG TIN MARKETING (MIS) TRONG DOANH NGHIPMi trng Marketing

    Cc thng tin vth trng mc tiuCc nh cung cp Cc TCTCng chngThng tin ni bCc yu t mi trng v mNhng ngi qun tr Marketing

    Phn tchLp k hochThc hinKim tra, gim st qu trnh thc hin

    H thngbo coni b

    H thngthu thp thng tin thng xuynbn ngoi

    H thngnghin cumarketing

    H thngphn tch thng tin

    H thngthng tinmarketing

  • H THNG BO CO NI BBo co bng vn bn nh k ca cc b phn trong doanh nghipBo co bng vn bn in tBo co v cc cuc nghin cu c thc hinH thng d liu c lu tr Cc ti liu khc

  • H THNG THU THP THNG TIN THNG XUYN T BN NGOICc cch thc ch yCc c imiu kin duy tr

  • 1.Nghin cu marketing l g?Xc nh mt cch c h thng nhng t liu cn thit do tnh hung marketing t ra cho cng ty, thu thp, phn tch v bo co kt qu

    chc nng lin kt ngi tiu dng, khch hng v cng chng vi nh hot ng th trng thng qua thng tin m nhng thng tin ny c th c dng nhn dng v xc nh cc vn cng nh cc c hi marketing ng thi to ra ci tin v nh gi hot ng marketing theo di vic thc hin v hon thin s hiu bit v qu trnh marketing

  • c im ca nghin cu marketing

    Thin v loi hnh nghin cu ng dngKt qu nghin cu khng nht thit phi dn n pht hin ra cc quy lutc thc hin theo n t hng

  • Gi tr ca nghin cu marketingXc nh v nh gi cc c hiPhn tch v la chn th trng mc tiuK hoch ha v thc hin marketing-mixPhn tch vic thc hin chnh sch marketing

  • Nghin cu marketing lm g?Cung cp thng tin ra cc quyt nh marketing Hiu bit nhiu hn v th trngnh gi mc tho mn ca khch hngnh gi v cc hot ng marketing ca doanh nghip Xc nh v tr ca doanh nghip v ca sn phm/dch v

  • Vai tr ca nghin cu marketingTrong h thng thng tin marketingL mt b phn cu thnh Gp phn hnh thnh c s d liuTrong qu trnh ra quyt nh marketing ca doanh nghipCung cp cc d liu cn thit cho nh qun trGim thiu tnh khng chc chn ca cc quyt nh marketing

  • Tm quan trng ca nghin cu marketing trong qun l3 vai tr chc nngM t: thu thp v trnh by thc trng ca thc tPhng on: gii thch d liu hoc cc hnh ngD on: ch r lm th no tn dng tt nht cc c hi khi chng xut hin trn th trng lin tc thay i.

  • Nghin cu marketing thay i nh th no?Nghin cu th trngNghin cu marketingGinh cho cc chuyn gia th trng v sn phm v dch vCh ginh cho ngi tiu dng sn phm ng ginh hng nghin cunh hng th trngCh trng vo kim sotCh trng vo s pht trinnh hng thc trngnh hng phn hiT SANG

  • Nghin cu marketing thay i nh th no?H thng thng tin marketingH thng h tr ra quyt nhM tNguyn nhnCng ngh thp; tp trung lao ngCng ngh cao; tp trung vnNhn n t hng mt cch b ngng gp ch ngTp trung haPhi tp trung haTho lun gn y v ch ny, xem marketing v nghin cu marketing: kt ni khong cch, marketing Research, Fall Vol.8, s 3 (7-25)

  • Hng dn nghin cu marketing thnh cng nghin cu marketing hu ch cho vic ra quyt nh marketing, nghin cu marketing cn:Phi thch ngPhi kp thiPhi hiu qu v nng sutPhi c gi tr cho vic ra quyt nhPhi chnh xcPhi nghin cu y Phi c o c

  • Nghin cu marketing v nhng cn nhc chin lcBa cu hi then cht: Chng ta ang u? Chng ta i n u? Chng ta lm th no i n ?Phn tch tnh hungHiu r mi trng v m ca doanh nghip v xc nh cc c tnh ca th trng nhn dng cc nguy c v c hi m doanh nghip phi i mt.Pht trin chin lcChng ta nn hot ng trong lnh vc no?Chng ta s cnh tranh nh th no?Mc tiu kinh doanh ca chng ta l g?Pht trin chng trnh marketingCc quyt nh phn on th trngCc quyt nh marketing mixThc hinCc yu t ca chng trnh marketing t c mc ch cha?Chng trnh marketing nn tip tc, khng tip tc, xem xt li hay m rng

  • Nghin cu marketing v nhng cn nhc chin lc (tip)Nghin cu marketing ng vai tr l cng c quan trng trong pht trin chin lcThng tin thu thp c qua nghin cu marketing c th cung cp nhng thng tin c gi tr v:Thay i trong mi trng doanh nghipThay i trong xut cnh tranhThay i v nn tng khch hng ca doanh nghipTc ng li vi cc chng trnh marketing c cng nh cc chng trnh ang c.

  • 2. Cc cn nhc tin hnh Rng buc v thi gianS sn sng ca cc d liuBn cht ca cc quyt nh qun l v quyt nh marketing Chi ph v li ch ca nghin cu marketing

  • 3. Qu trnh ra quyt nh marketing v cc loi hnh NCMARCc giai on ra quyt nh marketingCc loi hnh nghin cu marketing

  • Cc giai on ra quyt nh marketingPht hin tnh hungc vn (hoc c hi) Lm r bi cnhXc nh cc gii phpQuyt nhcc gii phpthc hinNC thm dNC miu tNC nhn qu

  • Cc loi hnh nghin cu marketingNghin cu thm d Nghin cu m t Nghin cu nhn qu

  • Nghin cu thm dL loi hnh nghin cu khng chnh thcThng c thc hin u tinNhm pht hin vn , nh ngha cc thut ng, lm r cc vn ,Cc k thut nghin cu ph bin: iu tra s b, iu tra nhanh, phn tch tnh hung, phng vn nhm tp trung,Quy m nh, thi gian nghin cu ngn, chi ph thp,

  • Nghin cu m tNghin cu chnh thcTr li cc cu hi: Ai, ci g, khi no, u, ti sao, nh th no?Cc vn nghin cu: Hnh vi, thi quen, thi , d nh, ca NTD, nghin cu TCT,Cc k thut nghin cu ph bin: iu tra phng vn, quan st, thc nghim,Quy m, thi gian v chi ph nghin cu thay i ty theo mc ch nghin cuChim t trng ln trong cc hot ng nghin cu ca DN

  • Nghin cu nhn quL loi hnh nghin cu chnh thc nhng khng ph binThit lp mi quan h gia hai hay nhiu bin s c la chn, nh gi nh hngKim nh cc gi thuyt nghin cuCc k thut nghin cu ph bin: Thc nghimThi gian nghin cu thng ko di, chi ph ln

  • Cc bc ca qu trnh nghin cu marketingPht hin, nhn bit v xc nh VNC v mctiu NC Thit kchi tit d n nghin cuThu thpd liuPhn tch vx l d liuTrnh by v bo co kt qu nghin cu

  • 5 P ca qu trnh nghin cuP Vn nghin cuP K hoch ca nghin cuP Thc hin nghin cuP X l d liu nghin cuP Chun b bo co nghin cu

  • Pht hin, nhn bit, xc nh VNC v xc nh mc tiu NCCc cng vic chnhPhi hp gia nh NC v nh qun trVch r cc vn NCHoch nh c th mc tiu NCXc nh gii hn, phm vi, i tng NC

  • Thit k chi tit d n NCPhc tho cc cng vic tip theo cn c thc hin, d ton chi ph, d kin kt qu, k hoch tin hnh d nCc ni dung chnhXc nh cc ngun thng tin v phng php thu thp Thit lp k hoch tng qut thu thp d liuLp k hoch phn tch, x l d liuVit xut nghin cu

  • Thu thp d liuTi a ha d liu c thu thp v gim thiu sai s thu thp Qun l cc hot ng thu thp DL

  • Phn tch v x l d liuChun b d liunh gi d liuBin tp DLM ha v np DLPhn tch d liuCc k thut phn tchCc cu hi nghin cu v m hnh phn tchQun l cc hot ng phn tch v x l DL

  • Trnh by v bo co kt qu nghin cuT chc vit bo coHon thnh bn bo coThuyt trnh kt qu nghin cu trc mt s c nhn

  • Cc bc M hnh 8 giai onXc nh vn nghin cuThit k nghin cu- thit k tng qutXy dng cc cng c thu thp d liuChn mu nghin cuVit xut nghin cuThu thp d liuX l d liuVit bo co kt qu nghin cu

  • Cc bc M hnh 6 giai onBc 1: Xc nh vn Bc 2: Tip cn vn (Development of an approach to the problem)Bc 3: Thit kBc 4: Thu thp thng tinBc 5: Chun b d liu v phn tchBc 6: Bo co v trnh by

  • 5. T chc hot ng nghin cu marketingNhim v ca b phn nghin cu marketing C cu t chc ca b phn nghin cu marketing C cu t chc cho cc cng ty va v nhC cu t chc cho cc cng ty lnChc nng ca gim c NC marketing

  • Nhng yu t tim tng ca s xung t gia QT marketing v NC marketing Nhng kt qu nghin cu khng vui i vi nh qun lKinh ph Thi gian Vic ra quyt nh ban ua ra quyt nh tng lai da trn nhng kinh nghim ca qu kh Nhng nghin cu gi hiu v ng c chnh tr

  • 6. Qun tr nghin cu marketingVai tr ca Trng d nCc cng s v cch thc lm vic nhmQun l ti chnh ca d n

  • THO LUN TNH HUNG 1Tm tt tnh hungTho lun cc cu hi

  • Tm tt tnh hung cp v lch s hnh thnh v pht trin ca Cng ty VPP Hng H vi sn phm chnh l bt myThnh lp nm 1959Sn phm ch lc ban u l bt my, giy than, giy chng m,T 1959 1979, sn phm chnh khong 10 loi, c bao cp t u vo n u ra, sn lng bt hn 6 triu cy/nm (1984)1980 -1996: giai on kh khn, thua l (14 t ng) n qu hn,1997 n nay: i mi, phc hi v tip tc pht trinCc hot ng chnh Pht trin sn phm mi (tp v)Pht trin knh phn phi, m rng th trngThnh lp i din ca cng ty cc tnh v lp nhm tip th (60 ngi)Bc u quan st v tm hiu nhu cu th trng

  • Cc cu hiVPP Hng H tin hnh NC marketing cha? V sao?VPP Hng H c cn pht trin mt h thng thng tin marketing khng? V sao? Nu c th h thng y bao gm nhng b phn no?VPP Hng H c cn NC marketing khng? Nu c, Cty nn p dng loi hnh NC no?

  • THO LUN TNH HUNG 2Tm tt tnh hungTho lun cc cu hi

  • Tm tt tnh hungCty LDBH Vit c gia BIDV v tp on BH quc t c c thnh lp ngy 15/7/1999, vn php nh 5 triu USDThnh lp chi nhnh ti Tp. HCM nm 2001Nm 2003 thnh lp VP i din ti Nng, n nm 2004 ti Hi Phng v d kin m ti Lo CaiHot ng KD pht trin tt nhng s lng hp ng c xu hng gim t 2003 v t l H khai thc qua i l cu BIDV gimKhch hng ch yu l cc DN trong nc vi cc nhu cu v dch v bo lnh, Cc i th cnh tranhTrc tip: Bo Vit, Bo Minh, PJICOGin tip: AIA, Bo Long v Vin ngTim tng

  • Cc cu hiCc vn rc ri v marketing m LD Vit c ang gp phi?LD Vit c cn pht trin cc hnh thc thu thp thng tin no?LD Vit c c cn phi tin hnh NC marketing khng? Ti sao?