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7. Coc ch|en |uoc xuc I|en

Ioon cou
MorkeI|ng Ioon cou
Developed by Cool Pictures & MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Ouy Ir|nh 7 buoc hooch d|nh
ch|en |uoc xuc I|en
Xcc c|nh cc| lUcng mUc l|eU
Xcc c|nh mUc l|eU ch|en c|ch
Xcc c|nh ngcn Uy
Xcc c|nh ch|en |Ucc lrUyen lhcng
Xcc c|nh lhcng c|ep
Xcc c|nh ccch lhUc l|ep ccn
Xcc c|nh h|eU Uc ch|en c|ch
Developed by Cool Pictures & MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Hooch d|nh coc ch|en d|ch
xuc I|en
c| lUcng mUc l|eU
Khcng ch| cc khcch hcng, ch|en |Ucc
xUc l|en ccn cnh hUcng cen nh|eU
cc| lUcng khcc.
Nhc cUng ccp, nhc lrUng g|cn,
ch|nh phU, ccng ccng ccn cU,
ngcn hcng, chU nc, ccc lc chUc
lrUyen lhcng, cc ccng vc cc nhcn
v|en
Ngh|en cUU ce xcc c|nh cc| lUcng
mUc l|eU lren nh|eU lh| lrUcng |c c|eU
ccl cUcc kh| ccng ly lhcm g|c k|nh
cccnh Ucc le .
CUcng ccc h|nh cnh ccng ly
Ch|en c|ch Umcre||c
Ccc ch|en c|ch xcy cUng h|nh cnh
lccn ccU
khoch hong
cuo chung
Io |o o|?
Developed by Cool Pictures & MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Muc I|eu cuo ch|en d|ch
lUc l|eU lccn ccU
Ccc hUcng ccn chUng vc U k|em ccl cc|
vc| ccc ch|en c|ch lren phcm v| rcng (lhcng
nhcl ve mUc l|eU).
lUc l|eU khU vUc
lUc l|eU c|c phUcng
Ccc mUc l|eU cU lhe cUcc cc |Ucng chc
lUng lh| lrUcng (nhcn c|el, h|nh cnh, lh|
phcn)
Developed by Cool Pictures & MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Ngon quy
Ngcn Uy xUc l|en kel nc| ccc mUc l|eU l|ep
lh| vc| phUcng l|en lrUyen lhcng, lhcng c|ep
vc U k|em ccl.
G|U vc| lrc |c mcl cc che k|em ccl.
Developed by Cool Pictures & MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Ch|en |uoc phuong I|en Iruyen
Ihong
Xcy cUng ke hccch phUcng l|en lrUyen lhcng
Ccc ccc l|nh cUc cc| lUcng mUc l|eU
Ccc mUc l|eU cUc ch|en c|ch
Ngcn Uy
Ccc phUcng l|en lrUyen lhcng cUcc chcn cUc
lren
SU cn cc cUc chUng
lcc| cn phcm hcy c|ch vU
fhc| Uen l|ep ccn phUcng l|en lrUyen
lhcng cUc cc| lUcng
Developed by Cool Pictures & MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Ch| ph| quong coo Ioon Ihe
g|o| nom 2002
$466
$328
$256
$213
$150
$176
$129 $128
$38
$4
U
.
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.
J
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U
.
K
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G
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F
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a
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C
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a
d
a
S
o
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t
h

K
o
r
e
a
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B
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C
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n
a
Per Capita Spending ($)
SOURCE: Toop Global Ad Markets, AdAge Global Web site, http://www.adagalobal.com, accesses January 3, 2003.
Developed by Cool Pictures & MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Coc Ioc dong den son phom
Ccc hcn che Ucng ccc cn phcm
CUy c|nh ccc ve ngUc| l|eU cUng nc| c|c
Ccc Uy c|nh ccc ve ccc g|c lr| vcn hcc
c|c phUcng
Ccc phcn Ung cUc ngUc| |cm Ucng ccc
fh|ch ngh|
CUcng ccc h|nh cnh ccng ly
fc| lrc lhe lhcc
c| mc|
fhcy lhe cn phcm
c ccng hcc
Developed by Cool Pictures & MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Coc doc I|nh cuo do| Iuong
Ch|en |Ucc |c U l|ep ccn ccc cc| lUcng mUc l|eU
|l |cng ph| nhcl.
Ccc nhc ch|en |Ucc l|ep lh| ccn phc| c|el:
Phcn cc lrUyen lhcng
CcU lrUc cUc cc| lUcng lrUyen lhcng
fcc ccng cUc Ucng ccc
Nhcn lhUc ve Ucng ccc
Phcn Ung cUc ngUc| l|eU cUng
Developed by Cool Pictures & MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Fhuong I|en Iruyen Ihong Ioon
cou
Ccc cn ccn ccc phU lccn ccU vc| ccc nc|
cUng, ngcn ngU lhec lUng khU vUc
Ccc ccc l|nh lrUyen lhcng lccn ccU Ucn lrcng
cUc lnlernel, lrUyen h|nh vc lrUyen lhcnh
Cc mUc l|eU
fh|ch hcp vc| khcch hcng
Chcl |Ucng c|en lcp
/| Ucng ccc lren phUcng l|en lrUyen lhcng
lccn ccU?
Hcng hcng khcng, c|ch vU lc| ch|nh,
v|en lhcng, clc, vc ccc ccng ly lhUcc |c
Developed by Cool Pictures & MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Ihong d|ep xuc I|en
Nhcn c|el lhc| Uen vc ccng cc cUc khcch hcng:
Khcch hcng mUc g| vc lc| cc?
Ccc nhcn lc ce xcy cUng lhcng c|ep:
Phc c|en cn phcm hcy c|ch vU vcc lh| lrUcng.
Ccc l|eU ch| khcch hcng cUng ce ccnh g|c cn
phcm.
|nh v| cUc cn phcm.
Y lUcng |c cc mcl nhcn lccn ccU.
mcl cn phcm cUcc cn xUcl, ccng gc| vc c|nh v|
g|cng nhcU chc khcp lccn ccU.
|c phUcng hcc ccc c|eU lUcng Ucc le ccng l|nh
ccch vc chU ce cUc khU vUc hcy vUng.
Developed by Cool Pictures & MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Coch Ihuc cho ch|en d|ch
Iruyen Ihong
SU cUng c|ch vU cen ngcc| ncc?
fh|el |cp U Uy Uyen rc Uyel nhU lhe ncc?
Ccc c|ch vU cen ngcc| cUcc chcn ccn cU lren chcl
|Ucng cUc cc ccc phU cUc chUng.
G|c lr| cUc ccc chUyen g|c cen ngcc|
Ky ncng phcl lr|en cng lcc
H|eU c|el v|ec mUc phUcng l|en lrUyen lhcng
K|en lhUc chUyen mcn ve l|ep lh|
lcU lhUcn lrcng v|ec U cUng ccc cc| |y
lcU lhUcn ve |c| |ch phcl |nh kh| cc hc| cc| lhU ccnh
lrcnh lhUe cUng mcl cc| |y lrUyen lhcng
Developed by Cool Pictures & MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Uy quyen ro quyeI d|nh
fcp lrUng hcy phcn Uyen cc| vc| ccc Uyel c|nh
Ucng ccc?
fcp lrUng = Uy mc, phc| hcp, nhcl Ucn
Phcn Uyen = gcn gU|, ||nh ccng, nhcy ccm
lUc l|eU lcng lhe cUc lc chUc ce ||en lUc cc| l|en chcl
|Ucng Ucng ccc c phcm v| c|c phUcng.
PhUcng phcp phcn Uyen vc cc U phc| hcp ce xcy
cUng ccc ch|en c|ch ||en khU vUc
K|em ccl lrUng lcm mcnh
K|en lhUc ve lh| lrUcng c|c phUcng
frcnh hc| chUng NlH NcllnvenlecHere
Developed by Cool Pictures & MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Nhng yu cu cho tiu chun
ho qung co
+ Tn nhn hiu; 7 Up c bn trn 80 nc v c
pht m bng ting Anh.
+ Bao b: c mt dng thng nht v mu sc, hnh
dng
+ S nhn bit, tnh trng cnh tranh: ni dung qung
co khc nhau cc giai on khc nhau ca chu k
sng sn phm.
+ Ph hp vi lut php chi phi qung co. Ch khi
qung co sn phm: thuc l; qung co nhm vo
tr em, s dng hnh nh ph n qung co
Developed by Cool Pictures & MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.
o |uong h|eu quo cuo quong
coo
Ky lhUcl cc |Ucng h|eU Uc cc ccn
fhU ngh|em lrUcc Ucng ccc ce cc l|nh hcp ccn vc
U nhcn c|el nhcn h|eU.
fhU ngh|em cU Ucng ccc ce cc cc nhcn c|el nhcn
h|eU vc cn phcm.
c |Ucng cnh hUcng lren cccnh c cUc ch|en c|ch.
f|eU ch| cc |Ucng
Dccnh c lcng vc k|eU ccn hcng lhcy cc|.
G|c lcng U c|el vc nhcn c|el cUc ngUc| l|eU cUng.
DU c|nh mUc, lhU |c| ph|eU khUyen mc|.
Khcng cc ccc lhcng c cUc cc |Ucng vc phcn l|ch
cUcc chcp nhcn mcl ccch lhcng nhcl ce c cnh cc|
lUcng c Ucc g|c ncy cc| vc| Ucc g|c khcc.
Developed by Cool Pictures & MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Coc hooI dong xuc I|en khoc
Bcn hcng cc nhcn
Ccc hcng hcc cc g|c ccc v| cU nhU hcng ccng
ngh|ep.Bn hng cng nghip thng qua hi ch thng
mi quc t; thng qua u thu; thng qua tp on
HUcn |Uyen cUng |c ccl |c| chc lhcnh ccng.
KhUyen mc| ccn hcng
G|cm g|c, cUng lhU, lUyen lrUyen vc g|cc cUc, lrUng
ccy c|em ccn, lhU lrUc l|ep.
fcc ccng cUc khUyen mc| cen he lhcng phcn phc|
ccn cUcc xem xel ccn lhcn.
Ccc |Ucl |e c|c phUcng khcc nhcU cc lhe ngcn ccn
hcy hcn che ccc |cc| vc v|ec U cUng ccng cU
khUyen mc| ccn hcng
50% off
with
Coupon
Developed by Cool Pictures & MultiMedia Presentations Copyright 2004 by South-Western, a division of Thomson Learning. All rights reserved.
Ouon he cong chung (FP)
PP xcy cUng h|nh cnh
lUc l|eU cUc PP |c h|eU vc chcp nhcn.
PP cem |c| U chcp nhcn cen lrcng vc ngcc| chc ccc lc
chUc.
Ben lrcng ccng ly, PP |c ce
CUng ccp lhcng l|n lhcng Uc ccc cn ccn nc| cc
(e.g., new|eller cnc |nlrcnel).
G|Up lcc rc mcl nen vcn hcc lh|ch hcp chc ccng ly.
c| vc| cen ngcc|, PP lrcng ccc ccng ly cc Ucc g|c |c
ce
Xcy cUng mcl U nhcn c|en lccn ccU ce ccn hcng,
xcy cUng U khcc c|el chc cn phcm hcy c|ch vU.
CUng ccp lhcng ngcc| mUc l|eU l|ep lh|.
XU |y U phe c|nh cc| vc| lc chUc.
G|U vc| lrc hUcng ccn kh| cc khUng hccng.