qun tr Marketing TRONG THI I Web v internet

Trng nh Chin i hc KTQD

Cc ni dung chnh:

Nhng im mi v qun tr marketing trong th k 21 Xy dng v pht trin thng hiu cho doanh nghip K nng bn hng truyn thng v bn hng trc tuyn Qun tr quan h khch hng Xy dng v thc hin k hoch marketing

1.1 Nhng vn mi trong Qun tr marketing th k 21

Thay i khi nim marketing

Theo AMA:

Marketing l qu trnh k hoch ho v thc hin ni dung, nh gi, xc tin v phn phi tng, hng ho, dch v nhm to nn nhng trao i tho mn mc tiu ca cc c nhn v t chc (1985) L chc nng ca doanh nghip, l qu trnh to ra, truyn thng v phn phi gi tr cho khch hng v l qu trnh qun l quan h khch hng theo cch m bo li ch cho doanh nghip v cc c ng (2004) L cc hot ng, v mt tp hp th ch cng nh qu trnh nhm to ra, truyn thng v phn phi nhng th c gi tr cho ngi tiu dng, khch hng, i tc v x hi ni chung (2007)

Trit l marketing

nh hng khch hng nh hng cnh tranh Theo mc tiu: th trng mc tiu v mc tiu th trng Thch nghi vi cc yu t mi trng marketing N lc chung ca ton doanh nghip Sng to Ti a ho li nhun trong di hn

Qui trnh Marketing

Mc tiu cng ty Mc tiu Marketing

Bn trong

Bn ngoi

Cc lc lng Marketing

X hi
Chin lc qung co Th trng Kinh t

Kin thc th trng

Chin lc bn hng La chn th trng Sn phm cho bn Chin lc

Cng ngh Cnh tranh

Marketing

Chin lc phn phi Chin lc gi c

Chnh tr Lut php

Th trng mc tiu

Phn cn li ca cng ty

Cc chin lc khc

Khc

Thu thp thng tin th trng

Nhim v ca Qun tr marketing:

T vn chin lc cho cp qun tr cao nht Xy dng, qun l, khai thc h thng thng tin marketing Xy dng v thc hin cc chin lc v k hoch marketing Xy dng v thc hin cc bin php marketing c th Kim tra, nh gi v iu chnh hot ng M m bo s h tr ca cc b phn chc

Qun tr marketing: Cc bc ch yu
1. Giai on k hoch ho:

Phn tch cc c hi marketing Phn on th trng, phn tch v la chn th trng mc tiu Xy dng chin lc marketing Lp k hoch marketing

2. T chc thc hin 3. Kim tra, nh gi v iu chnh hot ng marketing

Cng vic ca qun tr Marketing

Pht trin cc chin lc v k hoch MKT Pht hin cc c hi th trng p ng nhu cu khch hng Xy dng cc thng hiu mnh

Pht trin sn phm/dch v Phn phi gi tr Truyn thng gi tr To nn tng trng di hn

Cc chc nng ca CMOs

Xy dng v qun l thng hiu o lng hiu qu marketing nh hng pht trin sn phm mi da trn nhu cu khch hng Thu thp cc thng tin c gi tr t khch hng S dng cc cng ngh MKT mi

Xu hng mi ca th trng trong th k 21

Qu trnh ton cu ho m rng phm vi th trng v cc quan h kinh doanh S bin i nhanh v mnh ca mi trng kinh doanh Cnh tranh ngy cng khc lit Ngi tiu dng bin i Cng ngh s v internet

Marketing v cc kt qu hot ng ca doanh nghip

Ngun lc Marketing

Cc hot ng th trng
S tho mn v lng trung thnh ca KH Lng bn v

Vn ho nh hng th trng

Ti sn

Cc kt qu hot ng ti chnh

Nng lc

th phn

Marketing Resources

Marketing Assets

Quan im marketing mi

To khch hng l cng vic ca ton doanh nghip. Lng nghe khch hng. Xc nh v to li th cnh tranh khc bit ca doanh nghip. La chn th trng mc tiu chnh xc. Qun l kh nng li nhun ch khng phi lng bn. Quan tm n gi tr khch hng. khch hng xc nh lng trung thnh.

Quan im marketing mi

o lng v qun l k vng ca khch hng. Xy dng quan h khch hng v lng trung thnh. Chuyn sang marketing quan h. Xc nh mi n v kinh doanh l mt n v dch v. Cam kt ci tin v i mi lin tc. Qun l vn ho cng vi chin lc v cu trc doanh nghip. Tng trng cng vi cc i tc v lin minh. Ph v kiu t chc phng marketing khp kn. Chuyn thnh cng ty marketing. Marketing ngy cng phc tp v tn km

Cc phng thc Marketing

Nhu cu th trng
Marketing theo khch hng

Marketing da trn ngun lc ca t chc

Marketing y sn phm

Nng lc ca t chc

Quan im marketing da trn

ngun lc

Th hin ca quan im ny trong qun tr chin lc: Nhn mnh vo vic cc ngun lc v nng lc ca cng ty c trin khai thnh chin lc nhm t li th cnh tranh v hiu qu hot ng ti u. Cc ngun lc v phng thc trin khai to nn hiu qu hot ng l khc bit, kh bt chc hoc c bo v.

Marketing tng th
L s kt hp gia cc hot ng khm ph gi tr, to gi tr v phn phi gi tr vi mc tiu xy dng quan h hp tc tho mn li ch a phng di hn gia cc bn lin quan

Marketing tng th: quan im kinh doanh hin i

L qu trnh cung ng gi tr cho khch hng, bao gm: 1. La chn gi tr: bn ra th trng ci g 2. Sng to ra gi tr: thit k sn phm/dch v 3. Truyn thng gi tr ti khch hng: xc tin hn hp 4. Phn phi gi tr: t chc knh phn phi v bn hng

Marketing tng th: quan im kinh doanh hin i

Chui gi tr truyn thng
Ti sn/nng lc ct li Yu t sn xut/ nguyn vt liu Sn phm/dch v cho bn Marketing bn ngoi
Khch hng

Chui gi tr mi
Khch hng

Chng trnh MKT

Sn phm/dch v cho bn

Yu t sn xut/ nguyn vt liu

Ti sn/nng lc ct li

Marketing: Nhng nh hng hot ng mi

1. Marketing cng ngh s v marketing trc tuyn Brick and Click companies 2. Marketing quan h hay CRM 3. Marketing phc v tng khch hng

Marketing cng ngh s v internet

Cc phng thc marketing cng ngh s Cc cng c marketing cng ngh s Quy trnh marketing S kt hp gia marketing truyn thng v marketing cng ngh s

Thc tin marketing ang thay i: CRM

CRM dn ti One-on-One Marketing Bn bc cho One-to-One Marketing

Nhn dng cn thn khch hng tim nng. Nhm khch hng theo nhu cu v gi tr ca h; theo ui nhng khch hng c gi tr nht. Xy dng quan h cht ch vi khch hng da trn cc quan h c nhn. C nhn ha sn phm, dch v v thng ip cho tng khch hng.

Phc v tng khch hng

Phc v c nhn tng khch hng kt hp gia nh hng hot ng p ng khch hng theo s ng vi marketing tng khch hng theo cch phn quyn cho khch hng trong thit k sn phm v dch v theo s la chn ca h.

Cc chin lc mi cho s thay i

mi trng

nh v ton cu Thng hiu chung Doanh nghip lin kt v tp trung vo ngi s dng cui cng Dn u trong mt lp sn phm

Khch hng ho vi s ng
t bin cng ngh

Truyn thng marketing tch hp l g?

IMC l mt qu trnh kinh doanh chin lc c s dng :

Ln k hoch, pht trin, thc hin v nh gi cc chng trnh truyn thng thng hiu hp dn, o lng c, c phi hp;
Hng vo ngi tiu dng, khch hng, nhn vin trin vng v nhng i tng khn gi lin quan bn trong v bn ngoi khc.

Nhm mc tiu to ra thu nhp v mt ti chnh trong ngn hn v xy dng gi tr thng hiu trong di hn

Truyn thng marketing tch hp

Khi nim v tch hp:

L s kt hp hay lin kt cc yu t ring bit vi nhau to thnh mt tng th tch hp hi ha Cc phng thc truyn thng xut pht t mt nn tng/cn c mang tnh chin lc s hiu qu hn nhng phng thc truyn thng c lp v khng c s kt hp Cc cng ty cn cn nhc v s a dng ca cc cng c truyn thng marketing c s dng truyn i thng ip qung b cng ty hoc thng hiu ca h N yu cu cc c nhn quan tm nhiu hn ti vic h ng gp nh th no vo quy trnh v kt qu tng th hn l ch ngh ti mc tiu c th ca ring c nhn h

Logic ca tch hp:

Thc t ca tch hp:

Mt s tch hp hiu qu lun yu cu phi c nguyn tc:

Quan im truyn thng v truyn thng marketing

im bn
S kin

Xc tin bn

Ti tr

Qung co truyn thng

ng gi

Marketing trc tip Quan h cng chng

Truyn thng x hi

Marketing tng tc /Internet

Quan im IMC hin i

ng gi Xc tin bn Gii tr c gn nhn hiu Quan h cng chng/ tuyn truyn

im bn
Truyn thng x hi

Qung co truyn thng

Marketing tng tc

Marketing trc tip

S kin c bit/ Ti tr

Cc cng c truyn thng IMC

Cc cng c truyn thng IMC truyn thng

Qung co

Marketing trc tip

Tuyn truyn/ Quan h cng chng

Marketing tng tc/internet

Xc tin bn

Bn hng c nhn

IMC- im tip xc vi khn gi

Phng tin truyn thng qua TV/radio
Phng tin truyn thng in n (bo/tp ch)

Tuyn truyn/quan h cng chng

Internet/Truyn thng x hi

Qung co ngoi tri

Bn hng c nhn
im mua (trng by/ng gi)

Khn gi mc tiu

Marketing trc tip

Xc tin bn

Truyn ming

S kin v ti tr

Qung b sn phm (TV v

phim)

Skyy Spirits s dng mt s im tip xc tip cn ngi tiu dng

Cc loi im tip xc
Do cng ty to ra
Thng ip c thit k Qung co, trang web, tin tc, ng gi, t ri, trng by trong ca hng

Pht sinh trong qu trnh mua v s dng hng ha

Thng ip pht sinh t s tng tc trong qu trnh mua v s dng hng

Cng ty X Sn phm/ Dch v

Do khch hng to ra
Tng tc xy ra khi mt KH hoc KH tim nng lin h vi cng ty ng dy h tr, trang web, phn hi th in t, n lc CRM

Ngu nhin
Nhng thng ip ngoi tm kim sot ca cng ty nh: truyn ming/buzz

im tip xc: kh nng kim sot vi mc nh hng

Ngoi tm kim sot Cao Khch hng bt u tip cn vi cng ty
im tip xc thuc ni ti qu trnh mua bn, s dng hng ha, sn phm
Cng ty ch ng ln k hoch- thit k

Mc nh hn g tng i

Thp

Kh nng kim sot/nh hng

Cao

Nhng thay i ch yu nh hng ti IMC

1.

Cch thc s dng phng tin truyn thng ca ngi tiu dng ang thay i; h dnh t thi gian hn cho cc phng tin truyn thng truyn thng. V vy, nh hng ca qung co i chng ngy cng gim. Ngi lm marketing cn tm kim cch thc truyn thng ti nhiu mn hnh trong i sng ca ngi tiu dng Truyn thng x hi ang tr thnh mt cng c truyn thng marketing tch hp quan trng khi m vic s dng mng x hi ang gia tng trn phm vi ton th gii.

2.

3.

Nhng thay i ch yu nh hng ti IMC

4. Ngi lm marketing ang ch trng nhiu hn ti s gn kt khch hng v tm kim nhng cch thc khch hng gn b hn vi cng ty v/hoc thng hiu ca h. 5. Cc cng ty ngy cng quan tm ti li nhun/ vn u t v n lc tm kim phng thc o lng nh hng ca cc chng trnh IMC hiu qu hn

Truyn thng trn nhiu mn hnh

3 loi mn hnh ang tr nn quan trng vi ngi tiu dng:

Tivi My tnh c nhn Thit b di ng

Ngi tiu dng c xu hng truy cp internet bng in thoi di ng nhiu hn l bng my tnh Marketing di ng ang ngy cng quan trng

C th tc ng ti hnh vi ngi tiu dng d dng hn v hiu qu hn Cho php thc hin cc chng trnh marketing a phng

ng dng cho in thoi Iphone ca Apple

Phiu mua hng c gi trc tip ti in thoi di ng

Truyn thng x hi

Mi ngi s dng cng ngh trc tuyn chia s ni dung, kin, kinh nghip, quan im v truyn thng chnh bn thn h Ngi tiu dng sng to, truyn b v s dng phng thc truyn thng x hi gii thiu v sn phm, thng hiu, dch v, con ngi v cc vn x hi

Cc dng truyn thng x hi

Cc website mng x hi (Facebook, Twitter) Cc trang chia s tc phm sng to

Video (youtube), nh (Flickr), Nhc (Jamendo)

Blog h tr ngi s dng (Cnet.com) Blog h tr cng ty Cc trang web mng li kinh doanh (Linkedin) Website cng tc (Wikipedia) Cng ng thng mi in t (ebay, Amazon)

Cc phng tin truyn thng x hi

Cc dng phng tin truyn thng x hi ch yu

Vit Nam

Chi ph qung co ginh cho cc phng tin truyn thng x hi

Chi ph qung co ginh cho cc phng tin truyn thng x hi

Chi ph qung co trc tuyn c xu hng tng dn

Mt s thng k ca th gii v mng x hi Facebook

Facebook l mng x hi c nhiu ngi a thch

500 triu ngi s dng ton cu Hn 120 triu ngi s dng ti M Hn 50 triu ngi s dng mi ngy ti M Hn 50% ngi truy cp Facebook hng ngy (mi thng truy cp 24 ln v thi gian truy cp l 425 pht)

S lng ngi a thch Facebook rt ln (Likes)

Gi tr ca nhng ngi hm m Facebook l 3,6 la tng ng vi chi ph phn ngn cn bn H chi tiu nhiu hn 71,84 la cho nhng sn phm m h a thch 41% trong s h gii thiu sn phm a thch ti bn b ca h

Cc DN nh v va cng ang s dng Facebook

1 triu DN nh c h s trn Facebook S lng cc DN nh s dng truyn thng x hi tng gp i vo nm ngoi (t 12% n 24%)

phng tin truyn thng x hi Cch thc ngi lm marketing s dng

Cho php cc DN giao tip vi khch hng theo cch khch hng ca h a thch

gn kt vi khch hng DN thng s dng mt s phng php nh: t chc cc cuc thi, bnh chn trc tuyn, game trc tuyn, xut tng
Cho php ngi tiu dng bit c ngi khc s dng mt sn phm hoc dch v nh th no

Cho php khch hng tng tc vi nhng khch hng khc cng nh vi cng ty

Truyn ming

H tr nhng g quan trng vi khch hng Mt phng thc tuyt vi nh hng vo khch hng mc tiu

Oreo Cookies c 17 triu ngi hm m

Oreo gn kt khch hng ca h