Các quyết định của sản phẩm thực trạng và giải pháp

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- 234 là tất cả những cái gì có thể thoả mãn được nhu cầu hay mong
muốn và được chào bán trên thị trường với mục đích thu hút sự chú ý, mua sử
dụng hay tiêu dùng. Đó có thể là những vật thể hữu hình, dịch vụ, người, mặt
hàng, tổ chức và ý tưởng.
(Theo Marketing căn bản – Philip Kotler)
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TSPGKSR$TIT4UVFZB*RIWJ$BC
MHFXMO
b6T9EQ@L9d9:NT`JHOI_GoHO
2[SIO#NWJBHZMJ$BC
&@&8

Tín dng

Cht l

Phn c bn
Phn thc t



!"#
$%"
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"&
$()'
1E/FG7H234:
+XjHF!PN_LJ$BC<WPB$Z
J$BCFLNO<SRI<NOJ$BCGHFpoL
PN_GH6D(]B*NOGHHNO
J$BCG
)I9  J6KL  ;e  Sf9:  E67\9:
9:`C  /,  6`9:  9:g/  6h9:
6,Ci6K9-jJ
* dHKB
* .2FO0
* fH.#
(Báo chí, kẹo, thuốc lá,…)
)I9J6KLL/,-_0M,-6k9[
L/,=EE67\9:^/Cl9[-_-m9
96n-[;X;A96
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* qRH.#
(Quần áo, ĐTDĐ, đồ điện gia dụng,…)

)I9J6KLL/,E6+X96/-T/
Fo-cQ]Ep96Q@/-q9:;h-
FREPLiQDL
* dH
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* )#
* qRH
jD+DDUDJSr
)I9J6KL E6+X96/-T/E6f
FU9:  6q9:  6,C  cQDE  6,C
i6q9:9:6rFD9
* )E$HITRHTH*
f$Z*-SRLSr
@'IJ59KL?
OJ[JsUV`J$BCTFTG2JsUV
`J$BCGHt.[mSG2`JGH
FH0nT``QAN-M[
ZR!$RJR$F$F_FgRHRKBUa
MJ$BC[<SQSTJuITGZaS=IW`
FgFZGHF_XNOFZFLn`GHTl
FS`FgFZTNT` PXE -#<
GD
,@&8
 vQfUNTLvU ZSITR>`B
GHo#QNTLH(S2`S<$SgNT
`GZaFgRSgNTLITJXGP``PX
TSF_F!FZYU`THITU!IVML
[RHgL[RH+LQNTB*R`
J$BCITU!IVMLj4BTIW`J$BCITU!
IVMFXMO(QRUDR>`v

`HSgNT`JXZF-F_
 (QNTLRLBYMQTZF-F_S
I4UVw9IxSw)DINDDxwlJDNUxSw9DyjBDJJxz
 lKMQRZ_NTRLBYMQT
ZYRPF_SG2ZF-F_SI4UVSRZ_S<
I{STJuGZ`Fg=:4UV<oNTRZ_M
2w"Nfx<JJsNTRZ_MQB
w+D?dNU|+}xz
 lKTHNTQLRLBYMF_#R$
II.gBHBNnlKTHR$IE.FXM[
RHIJsUV(QIT@UKQRZ_z
 7.H$?NTE.FXI.JVBSjKR$ITRHL
UIT<]MLHBCIk-S*OY
:N-QJ$BC~NTLPXMX
IjHF!J$BC:pMQNTUK`T
HU!IVE<$SEv`F_PGPLH\
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N(TFFXIWJ$BC
,XcP0`-q9:-fFn-0M--6X6XOEFU9:,Ni+EQ9:
eABHZMXsTBVIVS-TT
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k
efR<BBO<$I.2ITQ
efR<OG$kITnI.J$PJ$BC
6h-9d9:-H,c,XcP?`;MF_9::_Q
ef$IJ$BCXCWSIbRZ
eOYN_(R$F$IKjPBSRXUb
SIYZT

eOY N_IRHT0BIRHT
SKNTRHTVBVIV
eOJ4]MJ$BCFXIWM[(V
`2(RR<FQ_NO`PXFQ<RT
E$HSYQU UTIT0B[
(THI.TF_T
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R<SI(U=(U UT
el UTR$E$THEH<U`S[R
J$BCF_X#
G-6?f6xENw:yL-_
e)4UVSF.GT
ef$T
eAs`G2K.
e)s B4
e'uBHBS•J$BC
eWUaHJsUVSR$<J$BC
8@&8
EPF!I.U!IV2B$k]ITGHTS
FXMOITG$k2
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UBITj*U`nWU!IVW
$R$KN_U!IVJIWFXMO
hDjƒB4U!IVWGHTF_KBU!IV
 B4D]HTt
"HZU!IVWFZ$QGHTSkN_Y
2ITTN_PO
P 'IJ59KADG7HQR4SA234
• )MNOTNTLTXI.]kS
4KM(U=TTF_FZoQ

I.4KMHG(B*BX0
e"HZWjXUW
e"HZWN((
e"HZDW
• f\JNOTSR\J`gTW
G2G\M
• lVTNTYB_BHMNOTITF#I!
TUL[RHVZTRHL[l
VTZF_2$D
+ K  ;C .L UVJ$ BCZ  l
BR(NOJ$BCGH
+ KRQ .UTUVJ$BCNT\JXgT
UVJ$BC
+ KF.J*UVJ$BCZR(
B#HUOMJ$BCNO
+ T59CYFLUVJ$BCZXEY
PFP]FLT`HNOJ$BCGHjƒDH
JsUVX=
U J5<J2344V
)I9J6KLLsQ0`;I9J6KLF7w-LUE;ai6A-66`9:EQ@L9d9:
-IL96>9967LsQ[c,X:yL;I9J6KLLsQ6X`9EX`9[;I9J6KL-IQ
@&8
EQD9[;I9J6KL6X`9-6z96?`;I9J6KL-_96V96Q]/LsQL`SX,96
9:6Q]JLsQJ6AEENQR9
A$BCWNTWFXIWVF4MUBS0
G2E*FP[(U=jD0NTWG2
IY;I9J6KLLsQc,X:yL
• A$BCWTTNTJ$BCjKBHvBHSJH
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• A$BCW$PgTvJ$BC

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 Không ai có thể phủ nhận tầm quan trọng của việc phát triển sản phẩm
mới. Nhịp độ thay đổi và tiến bộ công nghệ khiến các công ty buộc phải phát
triển các giải pháp mới và hiệu quả hơn để giải quyết các vấn đề của khách

hàng. Nếu không, các đối thủ cạnh tranh sẽ dễ dàng tấn công và giành lấy thị
trường của họ.
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PGHJ$BCEB*4I.gGUoQ
F_HV(MUB<J{F_ZFPRLBY(
]ITBHZFZBHZTJ$BCIYK‘F*SRLBY
(]ITBHZJ{BHZTL.UOaFs
R>sI.4kITsGHTFZ
jDjƒ]FLFO(I.gG‹YMJ$BC
„6e9:6Q]LENl9E6GEN7\9:
PJ$BCI_E`sI.4kITGHT
<F_PBVs(![s(![
BƒBF_`2H!I.[SHFONnSE$
M#<+GDS.kM![FZUBC
R!J$BC
…6789:LOQ6_,;I9J6KL
AGs(![SIW.2F_YBS
RNQFOUBJ{EPF!J$BC![
G2PUBPBV#OJ$BC<B$*
uFPRXEPF!E-SFNT
)-[FZFZJ$BC![N_#
)-GIFZJ$BC![
hHF!GHTZI-M![V(
)H]WJ$BCE$G0!
[

_LEnE
5@&8
eA$BCWF_ZUW<]J$BC4FL
BHITJ$BC$P
eA$BC4FLBHF\#JONŒIG

UM0
e:<PWEMP-[•-HJ$BC
`S(GHT[•Z2$`<-XU
(`Fg4J$BCP[Z_L
F.<FTTW)4I<IYSHT(](XuFZ
ZF_`PXTGHTJ{FHH
eA$BC$PGHH<]g2MJ$BC
O[SB4IT>NFZBHZHJ$BC$P
G2.z#`SJ$BCT~gBB$M![
e)HB#BHB(]![.XZHBUV
IBHZJ$BC$P
e+LUpJ$BCD.NT<H0H!P
GHMGHT(ví dụ: sô-cô-la Kisses của Hershey so với sô-cô-la
hạnh nhân Kisses).
e+LUpJ$BCD.U-mKBLJ$BC_B
G$kIT]FLGHM-[(ví dụ: các biến thể
"tốt", "tốt hơn" và "tốt nhất" của cùng một sản phẩm).
e.$J$BCOF.GLUpJ$BC$PIW
B4KB
e7<BHZJ$BCWR>BHJnSYRP#
LSBHZSsS#OITE$NnJ$BC
e.2U=XFO?\FZNORo`nJ$
BCPGƒITBHZ`nH!
e`[NT2HGDIVKBnITn
GPB$>K$H\XFO?\IVT
J{g.#GJ$BCPBY![ITFITFO#
O
e:BHZJ$BCWFMITXGƒFNTF.
PFZR=FuB\KUvHJ$BC`JX
FOJTMLIpF[J$BC)H2Z<Q`

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GHT
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o-FQRL-H,B/AENP96J6AEENQR9;I9J6KLLsQ
ZF$R$BHZLJ$BCWT2SUB
0-IT`FgFZ#R$JF*
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[gB[_BJ$BCWZFOF_JPRLFH
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IW[JsUV
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