MARKETING MI CHO THI I MI

PHILIP KOTLER
HI THO QUC T V MARKETING Do T hp Gio dc PACE ng cai t chc TPHCM, 17/08/2007

VI NT V PHILIP KOTLER
Philip Kotler l mt gio s li lc v Tip th Quc t ti trng Qun tr Kellogg thuc i hc Northwestern. ng c xem nh l cha ca marketing hin i v l mt trong 4 bc thy qun tr ca mi thi i. Mt s sch ca ng c dch v pht hnh ti Vit Nam: Principles of Marketing, Marketing Management, Lateral Marketing, Marketing insights from A to Z, Ten Deadly Marketing Sins

Hai thch thc m cng ty bn phi i mt

1. 2. Liu cng ty bn c th bo v th trng ca mnh trc s thm nhp ca cc nhn hiu nc ngoi hay khng? Liu cng ty bn c th pht trin c mt nhn hiu mnh a phng, quc gia, khu vc v ton cu?

Liu cng ty bn c th bo v th trng trong nc khng?

Cc i th cnh tranh nc ngoi s khng ch theo ui th trng cao cp. H s quan tm n c th trng cp trung v th cp. Bin php bo v ch yu cho cng ty bn chnh l pht trin cht lng, kh nng ci tin, s khc bit, nhn hiu v dch v. Ni mt cch ngn gn l lm marketing! Vn l cng ty bn ang ct gim chi ph trong khi phi y mnh cc ngun lc marketing v bn hng.

Cng vic kinh doanh ca bn i hi s hiu bit su sc hn v marketing

Hy tp trung trc ht vo khch hng, th hai l vo nhn vin, th ba l i tc v th t l cc i th cnh tranh. ng ngh rng marketing ch l qung co v bn hng. S dng cc nghin cu th trng hng dn chin lc. Tp trung vo mt khu vc th trng m bn c th cung cp mt gi tr cao hn thng qua s khc bit v thch hp. Trnh vic gim gi bo v th phn. Tt hn l nn tng li ch cho khch hng.

Hng i chin lc ca mt quc gia

Pht trin sn phm trong nc c chi ph thp v cht lng trung bnh. Pht trin sn phm trong nc c chi ph thp v cht lng cao. Sn xut sn phm cao cp cho cc cng ty khc. Sn phm c nhn hiu ni ting (khu vc)

Sn phm c nhn hiu ni ting (ton cu)

Sn phm c nhn hiu vt tri (ton cu)

Bn nhim v chnh
1. 2. 3. 4. Ci thin vai tr v quan h ca marketing trong cng ty Tm kim cc c hi mi Tm cch truyn t mi S dng cng ngh mi v o lng kt qu t c

1- Ci thin vai tr v quan h ca marketing trong cng ty

Bn quan im khc nhau v marketing ca cc CEO

Mc 1. Marketing l mt thut ng thi thng ni v vic s dng qung co v bn hng bn sn phm. Marketing= 1P. Mc 2. Nhim v ca marketing l pht trin marketing tng hp (Sn phm, Gi c, a im, Xc tin). Marketing= 4P. Mc 3. Nhim v ca marketing l nghin cu th trng v p dng phn khc th trng, xc nh mc tiu v nh v (STP) tm kim v khai thc cc c hi. Mc 4. Marketing l trit l cng ty, mang n tng trng kinh t bng cch gip chng ta ginh c, duy tr v pht trin s hi lng ca khch hng.

Cng thc marketing mang n thnh cng

Cu thn ch ca marketing:
CCDVTP

Quy trnh marketing: R STP MM I C

T chc cng vic ca mt t chc marketing hin nay

Gim c marketing (CMO) Ph gim c marketing Gim c nhn hiu Gim c sn phm Gim c phn on th trng Gim c knh phn phi Gim c ph trch gi c Gim c truyn thng qung co Gim c ph trch c s d liu Nhn vin marketing trc tip Gim c ph trch internet Gim c marketing quan h cng chng Gim c marketing ton cu, khu vc, a phng Chuyn gia phn tch marketing Chuyn gia nghin cu marketing Ngi thu thp thng tin v marketing

Marketing ton din

Phng marketing i ng qun tr cao cp Cc phng ban khc Giao tip Sn phm & Dch v Knh

Marketing
ni b Marketing Ton din

Marketing lin kt

Marketing ni b
o c Mi trng

Marketing
quan h

Cng ng Php l

Khch hng Knh

i tc

Chin thng bng cch to ra gi tr cho ngi c quyn li lin quan - 1

Trong cun T tt n v i, Jim Collins nh ngha cc cng ty v i l nhng cng ty t kt qu ti chnh hng u v nhng c im tiu biu ca nhng cng ty . Jag Sheth v ng tc gi ca ng nh ngha cc cng ty v i l cc cng ty v nhn sinh v cc cng ty i x tt vi 5 nhm i tng c hng li ch kinh doanh: SPICE: x hi, i tc, nh u t, cng ng v nhn vin. Cc cng ty c a thch gm: Amazon, BestBuy, BMW, CarMax, Caterpillar, Commerce Bank, Container Store, eBay, Google, Harley Davidson, Honda, IDEO, IKEA, JetBlue, Johnson&Johnson, Jordans Furniture, LL. Bean Sheth rt ngc nhin thy rng nhng cng ty ny c hot ng ti chnh tt hn cc cng ty m Collins cp.

Chin thng bng cch to ra gi tr cho ngi c quyn li lin quan - 2

Nhng cng ty c yu thch ny u c nhng c im chung sau:
H hng ti li ch ca c 5 nhm c quyn li lin quan. Tr lng khng qu cao cho nhng nhn vin qun l cp cao. Thc hin chnh sch ci m trong vic thng tin ln nhng v tr qun tr cp cao. Lng bng v li ch cho nhn vin kh cao ty theo tng loi, nhn vin c o to lu hn v t l nhn vin ngh vic thp. H tuyn dng nhn vin tm huyt vi khch hng. H coi nh cung cp l nhng i tc thc s, cng tc vi h trong vic tng nng sut, cht lng, gim chi ph. H tin rng vn ha doanh nghip l ti sn ln nht v l li th cnh tranh u tin. Chi ph marketing ca h thp hn nhiu so vi cc i th trong khi h t c s hi lng v s trung thnh ca khch hng cao hn nhiu.

Cng vic marketing ca h l:

Thc y qung co truyn ming thay v qung co nhn hiu. (Google v Starbucks khng h qung co) H khng tin vo kt qu ca tp trung bn hng v khuyn mi thng xuyn.

Sheth v mt s tc gi khc a ra tng ny nh l mt khung mu marketing mi ca th k 21, i li vi marketing truyn thng ca th k 20, ci m h cho rng qu hiu chin v nhiu k xo.

Ci g cn tr thc hin lin kt marketing trong cng ty ca bn?

1 C qu t ngun lc thc hin cc mc tiu ra 2 Thiu nhn ti trong cc nhm marketing 3 Thiu s trung thnh v tin tng vo nhng ngi cn li trong t chc 4 Khng th giao tip bng nhng thng ip r rng v nht qun trong ton b t chc

5 Thiu ci tin trong vic tm ra nhng cch mi lin kt marketing trong t chc
6 Thiu s h tr t lnh o cp trn 7 Thc hin marketing m khng c mt c s chin lc r rng truyn t li cho nhng ngi trong t chc

Ngun: Spencer Stuart

Nu bn c b nhim lm CMO, bn mun t phng ca bn cnh phng no trong my phng sau?

1. 2. 3. 4. 5. Phng Phng Phng Phng Phng CEO CFO CTO CIO VPS

Cng vic CMO l phi lm g?

1. Qun l ton b khch hng, i din cho ting ni ca khch hng, thc hin phong cch hng v khch hng, nh hng bi khch hng, t c v gi c lng trung thnh t khch hng. Tp hp nhng thu hiu v khch hng pht trin sn phm v dch v mi nhm t mc tiu tng trng. L ngi qun l nhn hiu doanh nghip v thc hin pht trin nhn hiu. Pht trin cng ngh v k nng marketing trong ton cng ty. Tnh ton v chu trch nhim v chi ph marketing, chi ph truyn thng v nhng chi ph dch v khc. Thu hiu danh mc khch hng ca doanh nghip.

2. 3. 4. 5.

6.

Mt s pht biu ca cc CMO

iu lm Carter Cast ngc nhin nht khi ng tr thnh CMO l ti c th phi hp rt nhiu vi cc hot ng phng ban khc ngoi marketing. Trc kia ti khng bit rng l mt nhim v mang tnh tng hp, ton din. Sau , ti nhn ra rng ti cn phi hiu c nhng vn nh cung cp sn phm, chi ph ha vn v k ton- CMO v sau l CEO ca Wal-Mart.com, ng Carter Cast. Bn kt ni vi nhng nh qun l cp cao nht trong t chc, ng thi cng lm vic vi cc k s v nhng nh khoa hc nhng ngi lm vic ti hin trng Bn phi tm ra cch kt hp tt c nhng thnh phn ny nhm em li trch nhim cao v marketing cng nh cc cam kt i vi cc chng trnh marketing. CMO ca Yahoo, Cammine Dinnaway.

Bn hng i trc marketing

Khi u l bn hng. Marketing i sau nhm h tr cc nhn vin bn hng bng cch: S dng nghin cu marketing o lng quy m v phn khc th trng. S dng phng tin thng tin xy dng nhn hiu v cc cng c ph thm. Tm ra cc manh mi thng qua marketing trc tip v cc bui gii thiu sn phm. Trc y, marketing nm trong phng bn hng. Sau , marketing pht trin thnh mt phng ring bit, chu trch nhim v k hoch marketing (4P) v xy dng nhn hiu.

Khc bit trong phong cch v quan im

Marketing
Hng n li nhun Mang tnh d liu Mang tnh phn tch

Bn hng
Hng n doanh s Mang tnh hnh ng Thuc v trc gic

Thch lp k hoch
Hot ng theo nhm C trnh MBA Tp trung vo ton b th trng v tng phn khc th trng

Thch hnh ng
Hot ng c nhn Nhng ngi nhanh nhn, khng nht thit cn bng cp Tp trung vo tng khch hng

Nhn thc v nhau

Nhim v chnh Lp chin lc Nhn thc ca MKT v bn hng Marketing thy h b nh gi khng ng kh nng, thy bn bn hng ch ch k v thin cn Nhn thc ca bn hng v MKT Ngi bn hng cho h l nhng ngi khng th thay th, coi nhng ngi lm MKT ch l nhng chin lc gia l thuyt, thc s khng hiu g v khch hng v p lc bn hng trong 1 mi trng kh khn

Thng ip

Nhng ngi bn hng Cc thng ip marketing khng b qua cc tiu chun v gip ch g cho bn hng. Thng tin nhn hiu v nh v ca hng dn khng c cht lng. cng ty. Lm khng theo ng hng dn. Marketing phn nn v Bn hng cho rng marketing khng vic thiu thng tin phn lng nghe v hiu c nhng phc hi t bn hng. tp ca qu trnh bn hng.

Thng tin th trng

Xc nh mc ca quan h
Gi thit: S kt hp ca bn hng v marketing c xu hng c thc hin qua bn giai on hoc mc phc tp ring bit.

Khng xc nh

Xc nh

Lin kt

Kt hp

S bn hng
nh mua hng Trung thnh vi sn phm S ng h ca khch hng

Mua hng

Trin vng

Kh nng

Xc nh nhu cu

Pht trin gii php

D kin Chun b Gii thiu

Kim duyt Gii quyt vn

Lin h thng lng

Thc hin

S marketing v bn hng
Nhn thc khch hng Nhn thc nhn hiu Cm nhn v nhn hiu Trung thnh vi nhn hiu La chn nhn hiu S ng h ca khch hng

D nh mua hng

Mua hng

Tm cch thc y s lin kt marketing bn hng

1. 2. 3. 4. Thng xuyn t chc hp gia hai b phn MKT v bn hng. To iu kin cho nhng ngi lm MKT v nhng ngi bn hng giao tip vi nhau. T chc nhng nhim v phi hp v lun phin cng vic gia nhn vin MKT v nhn vin bn hng. Phn cng mt ngi t b phn MKT sang lm vic vi lc lng bn hng v gip nhng ngi lm MKT hiu c nhng vn ca b phn bn hng mt cch tt hn. B tr b phn MKT v b phn bn hng trong cng mt ta nh hoc cng mt khu vc ti a ha s phi hp ca h. t ra cc ch tiu v phn chia thu nhp v h thng khen thng. Xc nh mt cch cn thn cc bc trong s MKT/ bn hng. Ci tin thng tin phn hi t lc lng bn hng.

5. 6. 7. 8.

2- Tm kim cc c hi mi

Ba m hnh ci tin
Nm 2000, cng ty Whirlpool thc hin vic c gng khuyn khch ci tin. Cng ty o to 400 nhn vin t nhiu phng ban khc nhau bng mt quy trnh to tng (ideation). Vi tng ny, t ch ch gii thiu mt vi sn phm mi hng nm, Whirlpool nay c th tung ra hng lot sn phm, bao gm dng thit b Gladiator, gh lm vic, h thng lu tr cho garage. Nm 1996, cng ty Shell cho php mt nhm nhn vin c s dng kinh ph 20 triu USD tm kim nhng tng mi, i ngc li quy tc trn ton b cng ty. Mi nhn vin u c th trnh by trong 10 pht, sau l phn hi p ko di 15 pht. Cc tng tt c nhn kinh ph t 100.000 n 600.000 USD. Bn nhm trong tng s 12 nhm c ti tr 6 thng tip theo pht trin tng. Trong 5 sng kin tng trng ln nht ca Shell nm 1999, c 4 tng hnh thnh theo cch ny. Nm 1998, Samsung Electronics thnh lp Trung tm Chng trnh ci tin gi tr (VIP center). Cc thnh vin ca mt nhm t nhiu phng ban gp mt bn v cc d n chin lc ca h. n nm 2003, trung tm ny hon thnh 20 d n. Cng ty t chc hi ngh Ci tin gi tr hng nm v trao cc phn thng cho nhng d n xut sc nht.

Tm cch thu thp thng tin khch hng

1. 2. 3. 4. 5. 6. 7. 8. Quan st xem khch hng ang s dng sn phm ca bn nh th no. Hi khch hng v cc vn h gp phi khi s dng sn phm. Hi khch hng v sn phm h m c. S dng mt ban t vn khch hng bnh lun v nhng tng sn phm ca cng ty. S dng website cho nhng tng mi. Thit lp mt tp th nhng ngi nhit tnh vi nhn hiu tho lun v sn phm mi. Khuyn khch hoc ku gi khch hng thay i hay ci tin sn phm. Cho php ngi s dng kin to ni dung (YouTube)

S khc bit: Mt cu tr li
Rt nhiu th c th tr thnh hng ha. Tuy nhin, Ted Levitt ni rng: bt c th g cng c th tr nn khc bit - Chicken (Perdue), bricks (Acme), coffee (Starbucks), cement

(Cemex), vodka (Absolute).

Jack Trout, trong cun Khc bit hay l cht, cch sng st trong k nguyn cnh tranh cng m t rt nhiu phng thc khc bit ha. Khc bit ha c th mang tnh tm l hoc mang tnh chc nng (Marlboro). - P&Gs Folgers Instant Coffee: Flaked Crystals - Franks Perdue Chickens: Yellow Flesh - Alberto-Culvers Natural Silk Shampoo: Silk

S dng chin lc i dng Xanh

T b s cnh tranh trong i dng , tm kim khu vc th trng i dng Xanh cha c nhiu s cnh tranh. Cha kha vng y l ci tin gi tr (value innovation): - N khc hn vi vic to ra gi tr nhm ci tin mc pht trin hay cng ngh (v d trng hp sn phm CD-I ca Philips). - Mc ch l tm cch tng gi tr cho ngi mua ng thi gim chi ph. N ph v quy lut nh i gia gi tr - chi ph. V d: Cirque du Soleil. - Vic ci tin gi tr cng ging nh mt chin lc c nh hng ti hot ng ca ton b cng ty.

Ngun: Chin lc i dng xanh

S dng chin lc i dng Xanh

Bt u bng mt th v chin lc. Trc honh th hin mt tp hp cc nhn t cnh tranh v u t trong ngnh. Trc tung th hin cc mc khc nhau m ngi mua c th chp nhn c vi cc nhn t cnh tranh ch yu (t thp n cao). - Ngnh kinh doanh ru c hai nhm: Ru vang cao cp v ru vang r tin. th gi tr ca hai loi ru ny khc nhau. iu ng ni l hu ht ru vang cao cp u c ng th gi tr ging nhau v ru vang r tin cng tng t nh vy. Thch thc y l phi tm ra mt ng th gi tr mi thot khi i dng . Chng ta s dng cu trc 4 hnh ng nh sau: - Loi b nhn t no? (Gim chi ph) - Gim nhn t no xung di TC ngnh? (Gim chi ph) - Tng nhn t no ln trn TC ngnh? (Gia tng s khc bit) - To thm nhng nhn t no mi m trong ngnh cha tng c? (Gia tng s khc bit) Ngun: Chin lc i dng xanh

The Strategy Canvas of Cirque du Soleil

Hig h Ringling Bros. And Barnum & Bailey Value Curve

Cirque du Soleil Value Curve Low Smaller Regional Circuses

Star Performers Price

Aisle Concessions Multiple Show Arenas

Fun & Humor Thrills & Danger

Unique Value

Refined Watching Environment Theme

Artistic Music & Dance

Animal Shows

Multiple Production

Ngun: Chin lc i dng xanh

To Cirque du Soleil
Loi b Cc ngi sao trnh din Trnh din ca th vt Bn hng trong rp Nhiu show din Gim Tng thm a im duy nht

To mi

S hi hc Kch tnh v nguy him

Phong cch Mi trng tinh t m nhc v nhy ma

Ngun: Chin lc i dng xanh

Ti cu trc li th trng thng qua Khung mu 6 con ng - 1

1. Xem xt cc ngnh sn xut sn phm thay th: NetJets (khng phi thng mi hay s hu my bay) NTTs DoCoMo (in thoi hay internet) Home Depot (sn phm v t vn ngh) Xem xt cc nhm chin lc trong ngnh: Curves (CLB sc khe hay tp th dc nh) Walkman (Boom box hay radio bn dn) Toyota Lexus (Xe Mercedes vi gi ca Cadillac) Ralph Lauren (Thi trang cao cp hoc l khng thi trang) Champion Enterprise (pre-fabs vs. on-site developers)

2.

The Strategy Canvas of NetJets

Ngun: Chin lc i dng xanh

Khung mu 6 con ng - 2
3. Xem xt khch hng: Thay i t nhng ngi s dng theo thi quen: ngi mua, ngi s dng, ngi chi phi. Nova Nordisk: Tp trung vo ngi mua insulin ch khng phi l cc bc s. Bloomberg: Tp trung vo ngi s dng ch khng phi ngnh cng ngh thng tin. Canon: My photo nh dng trong gia nh ch khng phi cng ty. Xem xt cc sn phm h tr v dch v: NABI: Cng ty xe but Hungary gim chi ph di hn. Ca hng thit b sch Barnes & Noble Trung tm iu tr ung th Zenecas Salick (kt hp tt c phng thc iu tr)

4.

Khung mu 6 con ng - 3
5. Xem xt tnh hp dn v tnh cm hay chc nng i vi khch hng: - Swatch (t chc nng n tnh cm) - Body Shop (t tnh cm n chc nng) - QB House (Barber shop t tnh cm n chc nng) - Cemex (Bn gic m ch khng phi cement) Xem xt thi gian: - Nghin cu cc xu hng mang tnh quyt nh n kinh doanh, t c mt hng i r rng, khng th o ngc. - Apple (to ra sn phm iTunes thng qua quan st vic chia s file) - Cisco (gii quyt vn d liu chm v mng my tnh khng tng thch)

6.

Ginh ly nhng ngi khng l khch hng

Callaway Golf nhn thy rng nhiu thnh vin trong cc cu lc b trong nc khng chi golf bi v mn trng c v kh tp. Callaway sng lp ra Big Bertha, mt cu lc b golf vi nhng thay i trong khi chi khin cho vic nh bng c d dng hn. H chuyn c rt nhiu chi t ch khng l khch hng tr thnh khch hng ca h. Pret a Manager, mt dy chuyn sn xut thc n nhanh Anh, thy rng nhng ngi i lm thng n nh hng n tra. Mt s khc khng bng lng vi dch v km v mun c thc n tt cho sc khe hn hoc quyt nh mang thc n t nh n. Pret cung cp sn phm bnh sandwich vi cht lng nh hng, c sn xut mi ngy vi thnh phn tt nht v thc n c phc v nhanh hn nhiu so vi thc n nh hng. JCDecaux nhn thy rng cc bng thng bo khng th hin c y thng tin qung co ca h. Do , h xin php chnh quyn thnh ph cho xy dng v duy tr cc street furniture thc hin qung co.

Trng hp bnh ng cc
Th trng thc n sng bng ng cc Loi sn phm mi

trn
Cc loi ng cc

NG PH

Bp b Barbie
Th trng bp b Thiu nin Loi sn phm mi

Cm Gic ...

Cc loi bp b khc nhau

Cc v d khc v marketing hng ngang

Kinder Surprise: Ko + chi Cc ca hng n ti cy xng: trm xng + thc n Qun caf internet: Caf + internet Walkman: My nghe nhc + kh nng di chuyn Tu ha + trng hc: Cc lp hc trn tu ha

Cc phng php s dng trong marketing hng ngang

Thay th: Sinh vin dy sinh vin, thay v gio vin dy sinh vin. Hp giy (Tetra-pak) thay th cc chai sa bng thy tinh Kt hp: Xe p + in = xe p in Sch + nghe = audio book o ngc: Pizza nng thnh pizza lnh o ngc chai st c chua nc st c th chy ra nhanh hn.

Cc phng php s dng trong marketing hng ngang

Loi b: in thoi hu tuyn => in thoi di ng Thng hiu chung Tng thm: Xe p cho 2 => 3 ngi Thng ng nc 50L t gia vn phng Sp xp li: Mi ngi yu cu qung co phi c gi cho h, ch khng phi ngc li => marketing c chp nhn - Bng ng phi c gi trc khi n => bng ng n bng l vi sng

3- Tm cch thc mi giao tip

Bn c s dng cc phng tin truyn thng mi khng?

Phng tin truyn thng c Phng tin truyn thng mi

-Ting trng v tn hiu khi -Bn hng trc tip -Vit -Th t -in thoi -Radio -TV -Phim -Ti tr -Gi th trc tip -Qung co, bn hng trn ng ph

-Website -Webcast -Th in t -Banners & pop-ups -Blogs -Podcasts -Videocasts -Tin nhn qung b (mobile MKT) -Mng (social networks) -Buzz (Stimulated buzz) -Sp xp sn phm (Product placement)

Consumer-generated Media CGM

(Phng tin huy ng thng tin t khch hng)
Phn hi trc tip ca khch hng v cng ty qua Web sites Bn tin trc tuyn, phng tn gu, din n v tho lun trc tuyn Th in t t c nhn n c nhn Blogs (nht k trn mng) Moblogs (nht k trn mng cc trang web cho php chia s nh s, video clips qua in thoi di ng) kin v bnh lun ca khch hng trn cc Web sites (amazon, netflix, zagat, planetfeedback, epinions) Podcasts (file m thanh c th ti & nghe trn nhiu loi thit b) Webcasts (bi trnh by trc tip trn internet) Wikipedia (bch khoa ton th)- Flickr (trang Web chia s hnh nh) Tin nhn Cc trang Web chia s cng ng (YouTube, My Face)

Cc bc c mt blog gy ch
Thc hin vic phn tch ngnh: Cn phi tm hiu xem khch hng ngh g v ci tin mi nht hoc khuynh hng th trng ca bn? Kim tra blog ca nhng chuyn gia v ngnh ca bn (Technorati.com, Blogwise.com) Tn dng li th ca cc c hi qung co: Xc nh nhng ngi to blog, nhng ngi chu trch nhim v cc ch quan trng v tm hiu xem h tnh ph qung co nh th no? Cc nh marketing c th thay i qung co ph hp vi thay i hng ngy trong ngnh. Khuyn khch nhn vin vit blog: Cc chuyn gia v k thut c th tho lun v nhng g mi nht din ra trong nghin cu v pht trin, trong khi cc nhn vin cp cao th tho lun v tng lai kinh doanh. Nhn hiu ca bn s nhanh chng c c lng tin bng cch to ra c hi cho cc nh qun l cp cao v cc chuyn gia tho lun. Tng thm mi lin lc gia mi ngi.

Cc bc c mt blog gy ch
To mt blog cho doanh nghip: Blog v nhn hiu c th qung b ti ton b khch hng, i tc v nhng ngi quan tm n ngnh. iu khc bit l ch cc i thoi trn blog th nhanh v r rng. Ngi s dng tr li blog v h thc s quan tm n ni dung, trong khi nhn hiu phi th hin c thng tin mi nht. Hy l cho blog ca bn chnh xc, ring bit v c tnh thuyt phc: Nhng c nhn thc hin blog c ngha v phi tr li bnh lun hay yu cu. Bi vit mi phi c a ln hng ngy. Qun l blog: Blog khng kim sot c cc thng ip. Kh ng e da tim n vi nhn hiu l rt cao. Nhng tin n tht thit pht tn trn internet rt nhanh.

Li khuyn v podcasting (truyn b bng pht thanh)

Hi: Ti sao nhng ngi lm marketing nn quan tm n vic

thc hin podcasting v doanh nghip?

Tr li: Podcasting gip bn xy dng mi quan h 1-1 bng cch kt ni vi ngi nghe, a ra mt thng ip mang ngha cm ng. Ngi nghe nghe mt ging ni v lin tng t ging ni n cng ty ca bn v l mt cch tuyt vi ko h quay tr li vi bn nhiu ln na. Hi: Lm th no la chn ging ni ph hp thc hin

podcasting?

Tr li: Thng th trong th trng B2B, vic thnh gi nghe c ging ni ca cc nh qun tr vin cp cao ca cng ty rt quan trng.

Li khuyn v podcasting (truyn b bng pht thanh)

Hi: Bao lu th nhng ngi lm marketing nn lm mt podcast

mi v thi gian ca mt podcast l bao lu?

Tr li: Podcast nn c lm thng xuyn duy tr khn gi. iu ny c ngha l nu ch lm podcast mt ln thi th hiu qu s khng cao. V thi lng, chng ti i n kt lun rng mt podcast c thi gian khong 15 pht s mang li hiu qu, do , nu bn to c podcast c thi lng khong 15-20 pht th tt.

Hi: Nhng ngi lm marketing lm sao dng email thc y podcast ca h?

Tr li: Bn c th ly cc thng tin trong podcast v a vo trong lin lc email thng thng ca bn. Vi mi podcast mi, bn nn tm tt li v a ln mng cc cng c tm kim (search engine) c th tm thy. Trong podcast mi nht, bn cng nn tham chiu n cc podcast trc y.

Webcast (Truyn b thng mi trc tip trn mng)

Mt cng ty c th cung cp thng tin hoc cc ch dn cng nh tr li cc cu hi da trn webcast do cng ty ti tr. Qung co v thi gian, di v chi ph ca webcast (nu c). Tip tc theo di sau khi pht webcast vi cc khch hng tim nng.

Product Placement Phng thc c s dng rng ri

TV v cc talk shows Video games m nhc Phim B phim mi nht v James Bond, Casino Royale qung co cho xe hi Ford, ng h Omega, my tnh xch tay Vaio, in thoi di ng Sony-Ericson v trang thit b hng nng New Holland. Sch The Bulgari Connections (Bvlgari) Men in Aprons (Electrolux) The Sweetest Taboo (nhc n Ford Fiesta)

WOM v Buzz l g?
WOM Word of mouth = truyn ming. WOM ang pht trin mt cch t nhin nh vo internet v in thoi di ng. WOM ng tin cy hn l qung co. WOM c sc mnh rt ln (iPOD, iPhone, Harley Davidson)

WOM v Buzz l g?
Buzz l cch lm tng WOM. C mt s cch buzz khc nhau: - Buzz marketing: l cch lm tng s ph bin, s kch thch v mt s thng tin v sn phm.
Richard Branson qung co cho in thoi di ng Virgin trong trang phc gn nh trn trung t mt chic cn cu trn qung trng Times.

- Viral marketing: hng ti vic to thng ip marketing, thng

di dng email, c th pht tn nhanh chng trong khch hng. - Shill hay l Stealth marketing: tr cng cho mt s ngi xc tin (promote) sn phm, dch v ti nhng im cng cng khc nhau m khng tit l quan h ca h vi cng ty.
Sony Ericsson thu mt s ngh s i lng vng v mi mi ngi chp hnh vi h.

- Truyn ming thc th: xy ra khi mt ngi ni chuyn vi bn

b, ngi quen v sn phm, dch v. Kiu ip vin Bzz, va tht lng, va c ch . Ph n rt hp vi vai Bzz.

Kin to Buzz
Phn bit ba loi ngi to buzz: Chuyn gia: H l nhng chuyn gia v mt vn . Bn nghe h ni trc tip. ng lc ca h l tuyn truyn hay gii thch. Ngi lin kt: H bit rt nhiu ngi. H l mi lin kt nhng ngi trong x hi. H c th cp ci g n rt nhiu ngi, nhng h khng phi l chuyn gia. Ngi bn hng: H y tnh thuyt phc v c th gip bn lan truyn s quan tm. To nhng ngi lng x trong mi cng ng nhm mang thng ip ca bn n cng ng : Mt cch t nhin (da vo nhn hiu) Bng ming (nu ln trong cc bui ni chuyn) o (thng qua internet)

Buzz mt cch chuyn nghip

P&Gs Tremor - Tremor xc nh 200.000 teen connectors c nh hng nht. - Nhng ngi ny c gi mu sn phm v h c php khoe vi cc bn nu h thy sn phm mu dng tt. BZZAgent.com - David Balter vit Grapevine. ng lp trang web BZZAgent.com v tuyn cng tc vin l thanh thiu nin, ngi ng tui v cc nhm khc. - BZZ ch chp nhn buzz cho nhng sn phm tt. - Mi cng tc vin s nhn bn danh sch nhng chin dch qung b v chn ly chng trnh ph hp vi h. - H s nhn c sn phm v mt bn hng dn cch s sng WOM, nu h thy thch sn phm. Sau , h se bt u ni v n. - H vit bo co ghi nhn mi s kin khi h cp n sn phm v h s c thng im (c th i ly qu). Bo co phi y c nhng nhn xt khen ch v sn phm.

4- S dng cng ngh mi v o lng kt qu.

Cn c thc o cc loi chi ph marketing khc nhau

Chin dch gi th Chin dch marketing qua in thoi Khuyn mi bn hng T chc s kin Hi ch gii thiu sn phm Ti tr Chin dch qung co trn TV Chin dch hnh nh cng ty Chin dch t thin Chin dch ginh li khch hng t tay i th Chin dch tung sn phm mi ra th trng.

Cc thc o ch yu - 1
Thc o v bn hng:
- Tng trng doanh thu - Th phn - Doanh thu t sn phm mi

Sales Metrics
Sales growth Market share Sales from new products

Thc o kh nng sn sng mua hng:

- Nhn bit sn phm / a thch / D nh mua - T l dng th - T l mua li sn phm

Customer Readiness to Buy Metrics

Awareness / Preference / Purchase intention Trial rate Repurchase rate

V khch hng:
- S phn nn ca khch hng - S hi lng ca khch hng - S hy sinh ca khch hng - Khch hng ng h so vi ch bai, gim pha - Chi ph ginh c khch hng - Lng khch hng mi t c - S lng khch mt i - S lng khch khng hi lng - T l khch hng gi li c - Gi tr lu di cho khch hng - Gi tr ca khch hng - Sut sinh li ca khch hng - Li nhun tnh trn khch hng

Customer Metrics
Customer complaints Customer satisfaction Customer sacrifice Number of promoters to detractors Customer acquisition costs New customer gains Customer loses Customer churn Retention rate Customer lifetime value Customer equity Customer profitability Return on customer

Cc thc o ch yu - 2
Thc o v phn phi:
- S lng i l - Phn chia trong qun l ca hng - Phn phi c gia quyn - Thu nhp t phn phi - Lng hng lu kho trung bnh - S ngy lu kho - Chu k ht hng - T l trn k hng - Doanh s trung bnh ti mi im bn hng

Distribution Metrics

Number of outlets Share in shops handling Weighted distribution Distribution gains Average stocks volume (value) Stocks cover in days Out of stock frequency Share of shelf Average sales per point of sale

Thc o v truyn thng:

- Nhn thc v thng hiu (t pht)

- Nhn thc v thng hiu hng u - Nhn thc v thng hiu (c tr gip) - Nhn thc v qung co (t pht) - Nhn thc v qung co (c tr gip) - T l tip cn hiu qu - Tn sut hiu qu - Tng s lt tip cn (GRP) - T l phn hi

Communication Metrics

Spontaneous (unaided) brand awareness Top of mind brand awareness Prompted (aided) brand awareness Spontaneous (unaided) advertising awareness Prompted (aided) advertising awareness Effective reach Effective frequency Gross rating points (GRP) Response rate

Cc thc o ch yu - 3
Thc o nhn hiu
Sc mnh nhn hiu (gi tr nhn hiu c cm nhn) Ti sn thng hiu

Brand Metrics
Brand strength (perceived relative brand value) Brand equity

o lng lc lng bn hng

Cht lng ca dng lead T l lead t ngh mua hng T l kt thc thng v trung bnh Chi ph mi ln hi hng Chi ph cho mi lead Chi ph cho mi ln bn hng Chi ph cho mi ng bn hng

Sales force metrics

Quality of lead stream Average lead to proposal Average close ratio Cost per inquiry Cost per lead Cost per sale Cost per sales dollar

Mc o gi c v kh nng sinh li
S nhy cm ca gi c Mc thay i gi bnh qun Mc ng gp (li nhun) bin Sut sinh li (ROI) DCF

Price and Profitability Metrics

Price sensitivity Average price change Contribution margin ROI DCF

Phiplip Kotler tng hp t nhiu ngun khc nhau

Lu quan trng: Trong ti liu ca PACE ti Hi tho Marketing mi cho thi i mi, Cc thc o ch yu ch gi gn trong 2 slides. Tuy nhin, sau khi i chiu vi bn ting Anh ca Hi tho ti Estonia, CFC nhn thy bn ting Vit c nhiu ch ri ngha nn thm vo ct t vng ting Anh.

Bnh lun v cc thc o

Th phn
S hi lng ca khch hng S hy sinh ca khch hng Khch hng ng h so vi ch bai, gim pha T l khch hng gi li c Gi tr lu di cho khch hng

Market share
Customer satisfaction Customer sacrifice Number of promoters to detractors Retention rate Customer lifetime value

Gi tr ca khch hng
Li nhun tnh trn khch hng Sc mnh nhn hiu (gi tr nhn
hiu c cm nhn)

Customer equity
Return on customer Brand strength (perceived
relative brand value)

Ti sn thng hiu Sut sinh li (ROI) DCF

Brand equity ROI DCF

Mu quyt nh MKT v mu phn hi MKT-mix

BRANDAID CALLPLAN DETAILER MEDIAC PROMOTER ADCAD

See Gary Lillien and Philip Kotler, Marketing Models (Prentice-Hall).

Xy dng m hnh v hot ng th trng

Hiu qu ca hot ng truyn thng Marcom Brand Lm quen vi familiarity nhn hiu Purchase Cn nhc consideration vic mua hng PR Hiu qu ca thng ip

nh gi
Hot ng bn hng

Nim tin v nhn thc v thng hiu

Khuyn mi

Purchase D nh intention mua hng

Purchase Mua hng

Nhn thc v cc sn phm khc

Kim tra li

S dng v hi lng

Doanh thu Li nhun

Bn hng t ng
Mc ch l cho php nhng ngi bn hng c thng tin y gn nh c mi thng tin m anh ta yu cu v cng ty v c th th hin mt kh nng bn hng ton din. The objective is to empower the salesperson to be an informed salesperson who virtually has the whole companys knowledge at his command and can provide total sales quality.

Marketing t ng: cc v d
nh gi ch ngi trn my bay v t ch trong khch sn Thu thp tn thc hin chin dch gi th trc tip Quyt nh xem ai c mua chu hoc gia hn thi gian tr chm Phn b cc dng sn phm La chn phng tin truyn thng Gi th theo yu cu ca tng khch hng Gi phiu mua hng v mu th V cc quyt nh tng hp cng ngy cng da trn c s d liu v t ng, gim c nhn hiu phi dnh t thi gian hn cho cc con s. H c th tp trung thi gian cho chin lc, chi n thun phi ngh v vic ci tin v lm th no tng gi tr.

Marketing t ng
K hoch Qun l Thc hin o lng

u t marketing Mu nhu cu

Qun tr chin dch Qun tr ngun lc marketing Qun tr thng tin hng dn Qun tr s kin Qun tr lng trung thnh Qun tr phng tin truyn thng Phn tch marketing Phn tch trang web

Qun tr u t marketing (MIM)

Tm kim cch o lng nh hng ca cc ngun lc ti doanh s v li nhun, ng thi a ra mt cch thc hin phn phi marketing tng hp mi. Phn b chi ph marketing mt cch hp l hn li nhun t hot ng kinh doanh tng hn 15% chi ph marketing. Cc cng ty s dng phng php ny: P&G, Unilever, J&J

Mt v d thc t in hnh
Contribution margin (triu USD) 15 Khon u t tt nht ng gp 10,5 triu USD 10 -

Kt qu u t marketing 2006
Xp hng theo contribution margin

50-

23% u t km nht (34% chi ph) gy l 12 triu USD

5-

Khon u t km nht gy l 3,6 triu USD

Contribution margin (triu USD) 15 10 -

Phn b li cc qu to ra kt qu tt hn
K hoch ban u

ng gp $ 101 M

Loi tr cc hot ng khng sinh li

Ti phn b cc hot ng sinh li Cng

$ 32M
$ 99 M $ 232 M

50-

5-

V ti phn b vn cho cc u t sinh li

Loi tr cc u t khng sinh li

H thng qun tr ngun lc marketing (MRM)

Cc bc:
1. Lu tr bng h thng Equity Archiving and Access Lu tr hiu qu cc ti liu lin quan n nhn hiu dng trong qu kh: brochure, coupon, khuyn mi trong dp l APRIMO l nh bn hng hng u 2. Sa i, tu chnh ti liu, to ti liu mi 3. Tm kim s chp thun (php l, t Sp) 4. Yu cu cc ti liu t 30 60 ngi bn hng 5. Qun tr chin dch Chin dch gi email, khuyn mi, inbound telemarketing, cc sng kin bn hng ti ch... Cc chin dch a cp t ng, lp i lp li, to s kin thng c hiu qu nht.

Khm ph internet
To mt trang web v gii thiu mt cch thng minh v lch s cng ty, sn phm, nhn hiu, nim tin v cc gi tr (BMW) To mt trang web tra cu tng loi sn phm (Colgate cc bnh v

rng)

To mt trang web v tiu s tng khch hng (Elizabeth Arden) v bn cc sn phm chuyn bit (Acumin vitamins). Thc hin ly kin theo nhm (focus groups) vi khch hng, khch hng tim nng, nh phn phi hay gi cc bng cu hi. Gi cc mu qung co hay thng tin n khch hng by t s quan tm. Gi mu sn phm mi min ph (freesample.com). Gi phiu gim gi sn phm mi (coolsavings.com). Mi khch hng gi email phn nh, khiu ni Dng internet nghin cu i th cnh tranh. n gin ha vic giao tip ni b gia cc nhn vin bng h thng mng ni b. Dng internet ci thin vc mua hng, tuyn dng v o to. Dng internet so snh gi gia cc nh cung cp v mua hng bng cch gi thng tin v cc iu kin ca cng ty.

Marketing Dashboards
Tools dashboard Processes dashboard

Performance dashboard

Kt lun
Cng ty bn cn tng cng v cng c k nng marketing. Bn phi nhn nhn v marketing mt cch ton din hn, coi n l mt lc lng thc y vic kinh doanh ca bn. Cc c hi lun tn ti v c th c tm thy bng cch phn khc th trng, khc bit ha, pht trin nhn hiu, hp tc pht trin cng khch hng, suy ngh theo t tng i dng xanh v marketing hng ngang. Phi b sung vo cc phng tin thng tin truyn thng ca bn cc phng tin thng tin mi nh in thoi di ng, blog, podcast, webcast, social networks, WOM buzz. Bn cn p dng thm cc cng ngh mi v marketing nh cc m hnh marketing, bn hng t ng, marketing t ng, marketing dashboards v marketing trn internet lm tng hiu qu marketing. Bn phi c lng v nh hng ti chnh trong ngn hn v di hn thng bo cho cp trn.

It is not the strongest of the species that survives, nor the most intelligent, but the ones most responsive to change. Charles Darwin

Source of this file:

- Philip Kotler, Marketing for Results: How to Compete and Win in the Global Marketplace, Estonian Conference, Tallinn - Estonia, May 2007
- Philip Kotler, Marketing mi cho thi i mi, Hi tho quc t v marketing, TPHCM - Vit Nam, Thng 8/2007 nh my v bin tp: Caf Cc