Xuan Dien NGHIEN CthJ - TRAO SOI
Marketing va dao du^c xa hoi
Marketing hinh Ihanh VQ phdi trien khong ngung cung vo'i qua trinh hodn thien nhan thut vc quan tri doanh nghiep. Ldm Ihe nao ^1 vHa 3am bao itfi nhugn cua doanh nghiep, ngu'cri lao 3png vd giijp ich cho xa hpi,... - ^ang Id nhutig von 5e M ro cho Marketing hien Sgi ngdy nay.
1. Marketing - Khau quan Irong cua qua trinh san xuat
Qua trinh tich ty von cung vdi sfl phat tnen vfldt bae ciJa khoa hpe, cdng nghe, Cd khi hoa, tfl dgng hoa trd thanh pho bien, nang suat lao ddng ngay cang cao, tinh ttang cung vfldt elu trd thanh pho bien 6 hlu het eae nganh. Luc nay ngudi mua lam chiJ thi trfldng, canh tranh quyet liet gifla nhOng nha san xuat de gianh khac hang. Ngfldi san xuat nhan ra rang ehl ddn thuin md rpng he thong phan phoi, tang ci/dng hoat ddng ban hang, tang mflc do khuyen man cung khong the tieu thu het san pham dfldc san xuat.
Nhiitig ngudi di tien phong vdi quan dilm marketing da them vao nhflng khfa canh mdi cua quan diem. Ho cho rang ngfldi san xuat ehi ban dfldc nhflng gi thoa man tot nhat nhu c i u cua ngfldi mua, nhflng mdi nha san xuat cd nhOng dieu kien khae nhau, ldi the khac nhau ttong viec thoa man nhu c i u da dang cua thi trudng, Bdi vay hp phai chia thi trfldng thanh cac phin khuc co nhdng dac trflng khac nhau, tfl dd Ifla chgn cho minh mdt phan khue phii hdp nhat, phan khuc co tilm nang tang trfldng va d 66 ngfldi san xuat cd ldi the canh tranh hdn doi thu.
De thoa man tot hdn nhu elu eua khae hang va chiln thang doi thu canh tranh.
ngfldi san xuat phai si!f dung ddng bd cac cdng cu:
D thiet ke san pham;
D dinh gia, dua san pham tiep can vdi khach hang (phan phoi);
n truyin thong v l san pham, cdng ty, khuyin mai, quang cao va quan he cdng chung {chieu thi) va nhilu hdn the nfla.
Tat ca cae edng cy nay phai nham tdi kha nang smh ldi cho ngudi san xuat.
Quan diem marketing la quan diem ke thfla va tong hdp cija cac quan dtim kmh doanh hfldng vao san xuat, quan diem COI trong san pham, quan diem kmh doanh coi trgng ban hang. Luc nay marketing dUdc hilu la hoat ddng cua
con ngddi hudng den viec thoa man nhu c i u va Udc muon thong qua tien trinh trao doi.
2. Dmh hudng phat triin cua marketing hien 0ai
Quan trj marketing la mdt nd Iflc cd y thflc nham dat dfldc nhflng ket qua mong mud'n trong viec trao doi vdi cac thi trudng muc tieu, dudi day se xem can doi nhirthe nao v l quyln loi cua to ehflc, cua khach hang va cua xa hgi? Nhflng quyln ldi nay r i t hay mau thuin vdi nhau.
Hien nhien la cac hoat ddng marketing phai dUdc tien hanh trong khudn kho cua mdt triet ly da dfldc can nhae ky v l marketing hOu hieu, cd hieu qua va co
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trach ntiiem.
Co cac quan diem Jinh huflng phat tnin marketing ma cac to chitc thudng ran dung trong hoat dong marketing;
Quan dilm sSn xu^t;
Quan dilm san xuat la mot trong nhitng quan dilm chi dao ngitdi ban iau ddi nhlt.
Quan diem san xuat khang dmh rang ngudi tieu diing se ua thich nhitng san pham duoc ban rong rai va gia ha. Nhiing ngudi lanh dao cac to chitc theo quan dilm san xua't phai tap trung vao viec nSng cao hieu qua san xuat va md rpng pham vi phan phdi.
Gia thiet ngudi tieu diing chu yeu quan tam den mite do san co cija san pham va gia ha it nhat ciing la diing trong hai tinh huong. Thi^ nhat la khi nhu c i u cd kha nang thanh toan v l san pham vUdt qua luong cung itng, nhu thudng thay 6 nhilu nudc thuoc the gicli thit ba. 6 dd ngudi
IUdng va cai tien cdng nghe de ha gia ho chua thiy la cd nhUng loai nao?" Cac thanh. Nhd gia thanh thip hon, cdng ty nha thiet k l va ky sU cua GM da triln da cat giam gia va md rdng quy mo thi khai mdt loai xe hdi mdi. Sau do bd phan trudng. Cdng ty dang phan dau d l danh san xuat bat tay vao chi tao nd. Roi bO vi tri khong chi thi tritdng. D l i vdi Texas phan tai chinh dinh gia. Cudi ciing, bd Instruments chi y l u cd nghTa la; giam phan marketing va ti§u thu co gang ban gia cho ngudi mua. Phuong hudng ndy kilu xe dd. DT nhien cac dai ly da phai cdng la mpt chiln luoc then chot cda diing thu thuat nai ni mdi ban dildc loai nhilu cdng ty Nhat.
Quan dilm sSn phim
Quan diem san pham khang dinh rang ngUdi tidu diing se Ua thich nhiing san pham cd chat liiong cao nhat, cdng dung nhilu hay cd nhiing tinh nang mdi. NhOng ngudi lanh dao cdc to chitc theo quan dilm san phim thudng tap trung sdc luc vao viec idm ra nhiing san pham thuong hang va thudng xuyen cai tien chung.
NhOng ngudi quan ly nay cho rang ngUdi mua ngudng md nhOng san pham dep vd cd t h l danh gid dupc chit luong va cdng dung ciia san phim Ho qua say me vdi san pham cua minh va khdng ludng duoc
xe dd! GM da khdng tham dd khach hang xem ho muon gi va chua h i cho phep nhOng ngudi lam marketing tham gia ngay tit dau d l giup hinh dung dupc loai xe nhu the ndo thi ban dupc.
Quan dilm san phim ddn d^n can benh
"thiln can trong marketing" chi chu trpng din san pham ma khdng tinh den nhu cdu ciia khach hang. Ban lanh dao dudng sat nghT rdng nhiing ngUdi sH dungcantauhoachOkhdngphailacfc van chuyen va da xem thudng nhitng thdch thOc ngay cang tang cOa may bay, xe buyt, xe tai va xe cpn. Nha thd, c6a hang bach hod tong hop va buu dien d k cho rang minh dam bao cho cdng chiing du san pham md ho cdn va ban klioan khong hilu tai sao mOc tieu thu cSa chiing lai kem. Nhiing to chitc nay chi hay "soi guong" trong khi le ra hp phai nhin ra ngoai ciia so.
tieu dung quan tam nhilu hdn den viec
kiem dUdc san phim, chit it chil y din ring th, trudng co t h l khd chip nhan.
chi tiSt cua nd. NhOng ngUdi cung Ong se Ban lanh dao marketing da trd thanh nan tap trung vao viec tim cdch tang san nhan cua ao tudng v l 'chide bay chudt luong. ThO hai la gia thanh san phim cao t i t hon", vi tin ring "chide biy chudt" tdt cin phai giSm xudng blng each nang hon se khidn moi ngUdi d l xd v l nhd hp.
cao nang suat d l md rpng thi trudng. NhOng cdng ty theo quan diem san pham ^^^^ ^^^ ^^^
Hien nay Cdng ty Texas Instruments la thudng la khdng hay it tinh din nhOng y mdt vi du v l quan dilm san xuat. kien ciia khdch hang khi thiet k l san Texas Instruments la mdt cdng ty hang pham cua minh. Ho tm todng ring cac diu ciia My iing hd triet ly "M6 rong san ky su cua hp biet phai thiet k l va cai tien xult, cat giam ga" da dooc Henry Fprd san pham nho the ndp. Rat hay gap tinh ap dung diu tien vao diu nhdng nam trang la hp tham chi khdng nghien cOu 1900 de md rdng thi trudng. Ford da nhOng san phim ciia cac doi thd canh ddn het tai nang cua minh vao viec hoan tranh vi "chung khdng duoc sdng chi ra thien san xult hang loat d td de ha gm d ddy". Cach day nhieu nam, mpt can bd thdnh d to den mdc ngodi My cd dii tiln dilu hanh cua General Motor da ndi;"
d l mua Chung. Texas Instruments da Lam sao ma cdng chimg cd t h l biet ddn toan bd cdng sOc vao viec tdng san dooc minh muon cd loai xe nao khi ma
Quan dilm ban hang (hay quan diem tieu thu) la mot quan dilm chung khac diiOc nhieu cdng ty van dung vao thi trodng.
Quan diem ban hdng khlng dinh rang ndu cd de yen, thi ngUdi tieu dimg thudng se khdng mua cdc san phim ciia cong tu vdi so luong kha ldn. Vi vay to chitc cin phai CO nhilu nd IUc tieu thu va khuyen mai.
Quan dilm nay cho ring ngudi tieu diing thudng td ra cd sdc y hay thai dp ngSn
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ngai trong viee mua hang va cSn dfldc thuyet phyc nhe nhang thi mdi mua hang, nen cdng ty cin cd dly dij cac cdng cu ban hang va khuyen mai de kich thich mua hang nhilu hon.
Quan diem ban hang dfldc van dung dac biet thich hdp vdi nhflng thfl hang co nhu eSu thu dong tflc la nhflng thfl hang ma ngfldi mua thfldng khdng nghT den chuyen mua sam nd, nhfl bao hiem, tfl dien bach khoa toan thfl. Nhflng nganh nay thfldng hay ap dyng nhflng bien phap ban hang khac nhau d l phat hien nhflng khach hang tiem an rdi bat dau nai ep de ban hang cho hg bSng each tiiuyet phuc v l nhflng ldi ich cija san pham.
Phfldng phap ban hang nai ep cung dfldc ap dung doi vdi nhflng thfl hang cd nhu cSu chu ddng, nhfl 6 td chang han:
Ngay tfl khi khach hang vfla bfldc chan vao phdng trung bay, nhan vien o td lap tflc bat diu "tac ddng tam ly". Neu khach hang thich kieu xe dang trflng bay, ngudi ta cd till ndi vdi ho ring cd mgt khach hang khac dang dmh mua no, nen cin phai quyet dinh ngay, khdng cham chi.
Neu khach hang do cdn dan do v l gia ca, thi ngfldi ban d l nghi xin y kien cua CLfa hang trflcing cho bdt mdt khoan dac biet. Khach hang chd khoang mfldi phut thi nhan vien ban hang quay trd lai va thdng bao rang "tuy dng chu khdng thich viec nay, the nhflng tdi da nan m dng ta ddng y". Myc dich la "len day cdt khach hang" va bude hg phai "mua hln".
Quan diem ban hang cung dflgc van dung ca trong ITnh vflc phi ldi nhuan, nhfl quygn gdp quy, chieu sinh vao cac trfldng dai hge
Hlu het cac cdng ty diu ap dung quan diem ban hang khi ho c6 dfl cdng suat.
Myc dich ciia ho la ban dfldc nhflng gi ma hg lam ra chfl khdng phai la lam ra nhflng gi ma thi trfldng mong mud'n.
Trong nin kinh te cong nghiep hien dai, nang lflc san xu^t da dfldc phat tnen tdi mflc do la hlu het cac thi trfldng diu la thi trfldng ngfldimua (tflc la ngfldi mua gifl vai trd khong che) va ngfldi ban thi ra sflc gianh nhau khach hang. Khach hang tilm In bi t^n cong ddn dap bang nhflng chfldng trinh quang eao thfldng mai tren truyen hinh, tren bao chi, thu g ^ trflc tiep va cac cudc vieng tham de chad hang.
Mgi noi mgi luc diu cd mdt ngfldi nao do dang CO gang de ban dfldc mdt thfl gi do. Ket qua la cdng chung da dong nhat marketing khdng phai la viec ban hang.
Ban hang chi la phin noi cua tang bang marketing ma thdi. Peter Drucker, mot nha ly lu§n hang diu v l quan tri, da noi v l van d l nay nhflsau'
Ngudi ta cd the cho rang bao gid cung CO nhu ciu ban mdt thfl gi do. Nhung muc dich cua marketing la iam cho viec ban hang tn3 nen khdng cin thiet. Muc dieh cija marketing la biet dfldc, hieu dfldc khach hang mot each thau dao den mflc do la san pham hay dich vu deu vfla y ho va tfl nd tieu thu. Oilu ly tuSng la marketing phai dfla den ket qua la cd mot khach hang san sang mua hang. Khi do tat ca nhflng viee ein lam la dam bao cho san pham hay dich vu ludn sin cd...
Nhfl vay, de ban dfldc hang thi trfldc do phai tien hanh mgt so boat dgng marketing nhfl danh gia nhu ciu, nghien cflu marketing, phat tnen san pham, danh gia va phan phoi. Neu ngfldi lam marketing thflc hien td't viec xac djnh nhflng nhu ciu cua ngfldi tieu dung, phat tnen san pham thich hdp, rdi dmh gia, phan phoi rdi khuyen mai chung mot each
cd hieu qua, thi nhOng san pham do se dfldc tieu-thy d l dang. Khi Sony thiet ke may cassette "Walkman", Nintendo thiet ke cho troi video hao hang va Mazda tung ra kieu xe the thao RX-7, thi cac hang san xua't nay da tdi tap nhSn dUdc ddn dat hang, bdi vi ho da thiet ke dung san pham ma ngUdi ta mong muon nhd lam ky cdng viec marketing ehuan bi.
DT nhien la marketing dUa tren cd sd ban hang nai ep chfla dyng nhilu riji ro ldn. Vi no gia thiet ring nhflng khach hang bj thuyet phyc mua hang se thich san pham da mua, the nhung neu ho khong thich thi ho cung khong ndi xau v l nd vdi ban be hay khieu nai vdi eac to ehflc bao ve ngUdi tieu dung. Rdi hg chic chan se quen di nhUng ndi that vong cua minh va lai mua nhflng san phim do nOa. Nhflng gia thiet nhfl vay v l ngfldi mua la khdng cd can cfl. Mdt edng trinh nghien cull da ehflng mmh dfldc ring nhflng khach hang khong hai long cd the truyin tieng xlu v l san phim dd cho tfl mfldi ngfldi quen trd len va cfl nhfl the tieng xau dfldc truyin di rat nhanh.
Quan dilm djnh hfldng marketing Quan diem marketing la mgt triet ly kinh doanh dang thach thflc nhflng quan diem trudc day. Nhflng nguyen ly trung tam cua nd dfldc hinh thanh vao gifla nhiJTig nam 1950.
Quan diem marketing khing dmh rang, chia khoa d l dat dfldc nhOng nuc tieu cua to ehflc la xae dmh dfldc nhflng nhu ciu cung mong mudn cua cac thi trfldng myc tieu va dam bao mflc do thoa man mong muon bang nhflng phfldng thflc hOu hieu va hieu qua so vdi cac ddi thu canh tranh.
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