In order to understand leisure marketing, one must first understand the evolution of the marketing concept.

Marketing is first and foremost a tool, or more correctly, a set of tools. Like any tool, marketing was developed because of need. Marketing was first developed to meet the needs of producers. Producers needed to create desire for their products, and marketing evolved to meet this need. Producers were being faced with a growing problem. Demand for their products was not keeping pace with their ability to produce those products. This was a relatively new phenomenon. Since the industrial revolution, societys capacity to produce goods had been increasing annually. Technology was making possible production levels unimaginable at any other time in history. Technological potential, and with it production levels, virtually leapt forward during the two world wars of the twentieth century. At the conclusion of World War II in particular, industrial and technological might that had been focused upon war effort was turned to the production of consumer goods. hiu c tip th gii tr, u tin ta phi hiu s tin ha ca khi nim tip th. Tip th l u tin v trc ht l mt cng c, hay ng hn, mt b cng c. Ging nh bt k cng c, tip th c pht trin do nhu cu. Tip th ln u tin c pht trin p ng nhu cu ca nh sn xut. Cc nh sn xut cn thit to ra ham mun cho cc sn phm ca h, v tip th pht trin p ng nhu cu ny. Nh sn xut ang phi i mt vi mt vn ngy cng tng. Nhu cu cho cc sn phm ca h khng theo kp vi kh nng ca h sn xut sn phm . y l mt hin tng tng i mi. K t khi cuc cch mng cng nghip, nng lc ca x hi sn xut hng ha tng ln hng nm. Cng ngh lm cho mc sn xut c th khng th tng tng bt c lc no khc trong lch s. Tim nng cng ngh, v cng vi n mc sn xut, hu nh nhy v pha trc trong hai cuc chin tranh th gii ca th k XX. Khi kt thc Th chin II ni ring, sc mnh cng nghip v cng ngh c tp trung vo n lc chin tranh c chuyn sang sn xut hng tiu dng. Producers eventually found, however, that demand for their products was unable to match their increasingly impressive rate of production. The increasing rate of production had created an imbalance between supply and demand. Initial efforts to address this imbalance were intended to increase demand. Marketing was created for this purpose. It became a set of activities intended to help producers sell their products. Though early marketing efforts focused on agricultural products, they soon expanded to include

virtually all physical goods (Bartels, 1988). Today marketing is a pervasive activity undertaken by anyone interested in facilitating exchange with other individuals or parties. Any tool evolves. It is shaped both by its intended use and by the demands that are placed upon it. Like all tools, marketing has changed much since its early inception. Three of these changes are particularly relevant for the leisure marketer. The first change has been to the nature of the products with which the marketer is concerned. Sn xut cui cng c tm thy, tuy nhin, nhu cu v cc sn phm ca h khng th ph hp vi tc ngy cng n tng ca h v sn xut. T l ngy cng tng ca sn xut to ra s mt cn bng gia cung v cu. N lc ban u gii quyt s mt cn bng ny c d nh tng nhu cu. Tip th c to ra cho mc ch ny. N tr thnh mt tp hp cc hot ng nhm gip cc doanh nghip bn sn phm ca h. Mc d n lc tip th u tp trung vo cc sn phm nng nghip, h nhanh chng m rng bao gm hu nh tt c cc hng ha vt cht (Bartels, 1988). Hm nay tip th l mt hot ng ph bin c thc hin bi bt c ai quan tm trong vic thc y giao lu vi cc c nhn hoc cc bn khc. Bt k cng c pht trin. N c nh hnh bi c hai mc ch s dng ca n v bi nhng i hi c t trn n. Ging nh tt c cc cng c, tip th thay i nhiu k t khi ra u ca n. Ba trong s nhng thay i ny rt thch hp cho cc nh tip th gii tr. S thay i u tin c bn cht ca cc sn phm m cc nh tip th c lin quan. Trng hp sn phm mt ln ch lin quan n hng ha vt cht, tho lun v cc sn phm hin nay bao gm hng ha, dch v, con ngi, v thm ch c nhng tng. S thay i ng k th hai xy ra trong tip th l vai tr mi ni ca ngi tiu dng. Trng hp mt khi ngi tiu dng c coi l t hn mt ngun doanh thu khi m sn phm c "y", ngi tiu dng hin nay c coi l mt i tc ch o trong qu trnh tip th. S pht trin th ba lin quan n vai tr ni ca lc lng lao ng trong n lc tip th thnh cng. Trch nhim tip th mt ln nm vi mt s lng nh "tip th" nhn vin. Trch nhim ny l ch, vi tt c cc nhn vin. Tt c by gi l trong mt s cch tham gia vo n lc tip th. Mi ca nhng pht trin thay i thc hnh ca dch v tip th v tt c u c m t y.

Hng ha t cc dch v cho tng

N lc tip th u tp trung hon ton vo vic phn phi hng ha. Hng ha l vt l trong t nhin. H c th c nhn thy, chm vo, v thao tc. Tip th hng ho nh vy l tng i n gin. hng ho c thit k sao chp, ti sn xut c vn chuyn, vn chuyn s c hin th, v hin th bn. Hy suy ngh cho mt thi im ca ng cc c th bn n cho ba n sng sng nay. Cc nh sn xut ng cc pht trin k thut v my mc cho php chng ti to cc sn phm c bn cng mt thi gian v thi gian mt ln na. H lm nh vy nhiu ln, lin tc v hiu qu. Ng cc c l c t trong mt trng hp mnh m ca mt loi c thit k bo v v vn chuyn hng triu hp ng cc. Nhng trng hp ny c a n tim thc phm a phng ca bn t ng cc trong lu tr, hoc trong backrooms hoc trn k, cho n khi thi gian nh vy m n thu ht s ch ca bn v bn mang n v nh. i vi cc nh tip th sn phm, vn hiu qu, gim cht thi, ng gi v phn phi l ti quan trng. Trong nhng ngy u, tt c cc n lc tip th c gi nh c dnh cho vic vn chuyn hng ha vt l (Fisk, Brown, & Bitner, 1993). Xu hng ny l ng ngc nhin kin tr ngay c khi bi cnh kinh t pht trin theo thi gian. Nh M bt u qu trnh chuyn i t cng nghip sang nn kinh t dch v, pht trin nhn c rt t thng bo trong ngnh tip th. Mc d nn kinh t quc gia gip dch v, vo gia nhng nm 1940, mt thi gian tri qua trc khi cc hc gi tip th bt u tho lun v nghin cu cc nn kinh t dch v v tip th dch v xy ra trong nn kinh t. (Fisk v cng s., 1993, trang 66.) Khong 20 nm trc, cc nh lnh o trong cng ng tip th bt u khm ph nhng gii hn ca thc hnh tip th. Kotler v Levy (1988) c th l lun rng nu chng ta c th th trng hng ha, th ti sao khng tng th trng hoc nhng ngi? H ch ra rng cc chnh tr gia v ng vin ca h s dng cc k thut tip th thc y nn tng ca mnh, cc cng ty khu vc t nhn s dng n lc tip th ci thin hnh nh ca mnh, nhm phi li nhun v t thin s dng nguyn tc tip th truyn ti thng ip ca h cho cng ng. L do ti sao, h yu cu, l nh tip th tp trung vo hng ha vt cht, khi tip th c th c p dng cho "mt phm vi ngy cng th v ca hot ng x hi" (Kotler v Levy, p. 38). Trong nhng nm qua ngay c nhng nh tip th truyn thng nht n nhn ra rng hng ha vt cht ch chim mt im nh dc theo tip th lin tc. Lin tc ny b rng buc bi hng ha vt cht mt u v nhng tng v hnh u kia.

Nhng hiu bit mi c cc nh tip th cn thit nh i ph vi cc vn nm cui t hu hnh ca ph sn phm. V d, n tr nn r rng rng cc dch v v hnh khc nhau trong nhng cch quan trng t h sn xut cc i tc. Trong mt bi bo c in, Berry (1984) cho rng dch v l khc nhau t cc mt hng trong bn cch c bn v mi s khc bit ra nhng thch thc duy nht cho cc nh tip th dch v. u tin, dch v ny d h hng. Dch v tn ng khng c th c d tr. C hi bn mt chic gh trng trong mt nh ht l i mi mi mt khi chng trnh bt u. N khng th c t sang mt bn v sau l c th bn mt sn phm sn xut. Kt qu l, nhu cu khng ng u c th chng minh l mt thch thc ng k cho cc nh cung cp dch v. Khi cung vt qu cu, cc c s ngi nhn ri v ngun lc b lng ph. Khi nhu cu vt qu cung cp, khch hng phi ch i cho dch v hoc c quay i. Khng iu kin l mong mun. Hn na, c cung v cu c th thay i ng k trong sut c ngy, tun, hoc ma, v vy qun l nhu cu l rt quan trng cho cc nh cung cp dch v. Cc nh cung cp c th phi thc hin cc bc c bit m bo rng trn u cung cp theo yu cu. Th hai, dch v l v hnh. Khng ging nh cc hng ha sn xut, dch v thng thiu cht. iu ny t ra mt tnh trng kh x cho c nh sn xut v ngi tham gia. Cc nh cung cp tm thy n kh khn truyn ti cc c im dch v cho ngi tham gia tim nng. Kt qu l, h c th u tranh trong n lc ca h thu ht tim nng khch hng (Zeithaml, 1991). i vi nhng ngi tham gia, dch v l kh khn nh gi trc hoc sau khi tham gia. H khng th "kick cc lp xe" trc khi mua mt dch v. Cng khng phi l cht lng ca mt dch v r rng ngay c sau khi n c tiu th. Lm th no nh gi cht lng ca mt ging vin th dc? Mt lp hc th dc in hnh c th gy kh chu, thm ch au n, nhng n l hiu qu? Rt kh ni c trong ngn hn v di hn. Lm th no bit nu sc khe ca mt ngi ang c ci thin l kt qu ca mt chng trnh? Ngi ta c th cm thy mt mi, au, v i sau mt lp hc nh vy. y l mt ci tin hn

hin trng? N thng ch n gin l qu kh khn ni. i vi nhng l do ny, mt trong nhng nhim v kh khn nht i vi bt k nh cung cp dch v l "tangiblize phi vt th" (Levitt, 1983). iu ny c th khng phi l mt nhim v d dng. "Trong nhiu trng hp, cc tn hiu ch vo nh gi cht lng l gi c ca dch v v c s vt cht m nh dch v" (Zeithaml, (1991, p. 42). y c th l tin xu i vi cc nh cung cp gii tr khu vc nh nc, bi v gi thng h tr nhiu, v c s vt cht th ch trong t nhin. Lm th no mt thm phn ngi tham gia tim nng cht lng ca mt chng trnh chi ph thp c t chc ti mt trng hc a phng? Liu n c b nh hng bi so vi tn km hn, ring t cc chng trnh c cung cp ti cc c s tng i sang trng? Chng trnh no c th cung cp vi du hiu c ngha cho khch hng lin quan n cc thuc tnh chng trnh duy nht hoc c li ca h. Th ba, dch v c tiu th nh chng c sn xut. Ni cch khc, khch hng v nh sn xut thng gp, v h cng nhau c sn xut v tiu th cc dch v. iu ny c gi l bt kh phn ly. Bt kh phn nh cung cp mt s thch thc i vi cc nh cung cp gii tr. N gii thiu mt nng ng gia cc c nhn l thiu trong sn xut. Thnh phn gia cc c nhn ny lm ni bt s tng tc gia nhn vin v khch hng. Tng tc nh c m t nh l mt hiu sut m phi c lp i lp li vi mi cuc gp g mi (Grove & Fisk, 1991). Ging nh tt c cc bui biu din, cuc hp phi c dn dng v qun l m bo kt qu tch cc. Cui cng, nh mt kt qu ca bt kh phn ly ny, cuc gp g dch v nng ng. Ging nh tt c cc tng tc, chng tin ha t mt khonh khc tip theo, t mt cuc gp g tip theo. iu ny c gi l heterogeniety. Heterogeniety gii thiu mt thay i v hn cuc gp g dch v. Mi cuc gp g l duy nht. Thch thc i vi cc nh cung cp dch v m bo rng dch v ny l ph hp m bo cht lng khng bao gi cn, nhng linh hot thch nghi vi s thay i lin tc. Tho lun ny cho thy s khc bit c bn v khi nim gia tip th cc dch v phi vt th v hng ha vt cht. Trong hai thp k qua, nhng ngi tip th sn phm t hu hnh nh dch v ny bt u pht trin cc chin lc ca mnh, cng c, v thut ng gii quyt cc nhu cu c th ca h. l thut ng cng nh nhng chin lc v cc cng c c xem xt trong vn bn ny.

Vai tr cp cu ca ngi tiu dng

Tip th b cn tr trong nhng nm qua v nhng bt ng c bn v bn cht ca n. nh ngha ban u tp trung vo qu trnh ch khng phi l ngi. V d, mt nh ngha nm 1948, cung cp trn Tp ch Tip th, xem tip th nh "hiu sut ca hot ng kinh doanh trc tip dng chy ca hng ha v dch v t sn xut n ngi tiu dng hoc ngi s dng" (Alexander, 1982, p. 6). nh ngha ny c rt nhiu da trn s kim sot ca qu trnh. N tp trung vo dng chy c kh ha v dch v trong khi b qua vai tr ca cc cu th hoc cc l do ca h tham gia. N khng phi vt ln vi nhng l do trao i, mong mun rng qu trnh ny c thit k p ng. Quan im ny theo sau mt cch hp l t tp trung u tip th v cc nh cung cp. l, sau khi tt c, cc nh sn xut bt u qu trnh tip th. y l nh sn xut c mt dch v tt bn v s dng tip th tin hnh bn . Nh sn xut l m mnh trong cc hu cn ca sn xut v mang nh hng ny nghin cu tip th. Di sn ny c phn nh trong mt bo co ban u do Henry Ford, mt ngi n ng miu t l c "cc nh tip th xut sc nht v v ngha nht trong lch s nc M" (Levitt, 1960, p. 47). Khi c hi v la chn mu sc cho Model T ca mnh t, Ford tr li: "Khch hng ca ti c th c bt k mu no h mun. . . min l n mu en "(Levitt, 1983). Trong trng hp ny, mong mun c th ca khch hng c coi l th nhu cu sn xut cho ng nht. Trong mi trng ny, hiu qu v h thng l khu hiu ca nh sn xut, v cc u tin tm thy con ng ca h vo thc tip th. Di sn ca h l mt trng tm lu di vo nhu cu ca sn xut. Tip th c s dng thng to iu kin cho s chuyn ng ca cc sn phm t phn xng sn xut tay ca ngi tiu dng. Thm vo , ngi tiu dng thng c xem nh l mt mc tiu hoc thm ch l mt la bp. Ngi tiu dng b nh hng v b la nu cn thit. Khi tt c c ni v lm, cng vic ca nh tip th l mt trong hai thay i hoc duy tr hnh vi gia cc nhm c la chn ca c nhn. Hnh vi c cho l vn c thay i, v hnh vi c cho l mong mun c duy tr. Tin ny rt n gin n lc tip th hng dn, cc cng c tip th thi, tip th ng hng dn, v tip th c xc nh chin lc. Tip th c n gin v phc tp nh th. l n lp. N hot ng trn tin rng hnh vi c th v nn c hng dn. N thc y quan im cho rng hnh vi ca mt nn b nh hng bi

khc. N chp nhn tng rng iu ny c th xy ra theo nhng cch c h thng v d d on v thc hin mi n lc lm nh vy. L kt qu ca lu, thi k hnh thnh ny, khi nhiu ngi trong chng ta ngh v tip th, chng ta c xu hng ngh ca cc nh qung co lin tc ca cng tynhng n lc nhm thuyt phc nhm khch hng vo mua sn phm ca h. Schor (1991) bo co rng ph n nhn c s ch c bit t cc nh qung co trong nhiu th k ny. "Cc doanh nghip phi chu ph n n mt lot nhng qung co v p lc x hi bn sn phm hn. . . h gip ly lan t m mt ngi ph n khng mua cc mng pht trin hng tiu dng c lm nh hng n gia nh ca mnh, v b l cuc sng tt nht cung cp "(Schor, 1991, p. 97). y l mt thi im vt qu bin gii vi mnh khe ngay. Cc nh sn xut trong hnh nh William Meyers bo co rng cc nh qung co thng xuyn "chi nhanh v lng vi cng chng. H a vin bi trong mt bt sp rt t cc loi rau n cha s ni ln trn. . . khng c g l m bi cc gim c iu hnh qung co nm 1970 thng xuyn xut hin di cng ca "knh trng nht ngh nghip 'ca cng chng danh sch di y lm ngh bn hng v ch s hu hiu cm " (Meyers, 1984, trang 12-13). H gy ra nhng tr la o nh vy khuyn khch tiu dng. N c l l t t hi rng tip th thng c xem l ng ngha vi s thi qu ti t nht ca thng mi ha (Havitz, 1988). Cui cng, n tr nn r rng rng xu hng bn hng ny l mt tht bi cho c nh sn xut v khch hng. Cc nh sn xut bit rng ngay c nhng chin dch bn hng thng minh nht, cc sn phm hu ch nht, tin sn xut hiu qu nht s l v ngha nu khng c h tr bi ngi tiu dng. Khch hng bit c rng h khng th tin tng vo li ha hn ca nh sn xut. H tr nn hoi nghi v c hi nh vy. H c cung cp trung thnh vi khng sn xut nhng s "mua sm v nhy" ca ngi sn xut sn xut, tm kim gi thp nht. Do , cc nh sn xut khng th pht trin cc mi quan h lu di cn thit hiu v p ng nhu cu ca nhng ngi tiu dng. Nh nc khng hi lng ny c thc hin r rng s cn thit phi lin quan n cc khch hng trong cc cuc tho lun tip th. Ngi tiu dng tim nng nhu cu by t, mong mun, v s thch m khng th b qua bi bt c ai hy vng s pht trin mt

khch hng trung thnh ca ngi tiu dng. Cc khi nim tip th pht trin bao gm ngi tiu dng. Ngi tiu dng cui cng c cung cp mt vai tr trong qu trnh tip th. Hy ch mt nh ngha nm 1961 bt u gii quyt c tm quan trng ca khch hng. "Marketing l qu trnh trong mt x hi m cu trc nhu cu v hng ha v dch v kinh t c d on hoc m rng v hi lng thng qua cc quan nim, xc tin, v phn phi vt l ca hng ha, dch v " (Bo co ca Trit hc ca Khoa Marketing, 1964) . nh ngha ny i din cho mt ci tin ln so vi ngi tin nhim ca n. Trong khi n tip tc phn nh s quan tm lin tc trong sn xut, n gii thiu ln u tin cc khi nim sinh i ca ngi tiu dng nhu cu v p ng nhu cu . l mt trong nhng n lc u tin cng nhn vai tr su sc ca khch hng trong qu trnh tip th. Cng quan trng, n cng gi tm quan trng ca p ng ch khng phi ch n gin l to ra nhu cu. Tht khng may, s chp nhn ca t duy mi ny cn chm. Bn c th lu rng nh ngha ny gn y ni ln t mt nhm hc tp. C v nh h c th c trn cc cnh hng u ca t tng tip th, bi v nhng tm tnh ny khng c chia s rng ri trong cng ng tip th ln hn. Trong thc t, ngi tiu dng vn c coi l mt ngi no c bn cho, khng phi l mt i tc trong mt cuc trao i. Qu thng xuyn, thc hnh tip th tip tc nhn mnh mt hng ny, cc t chc tip th, hoc cc nguyn tc c bn ca hot ng tip th nh qung co hoc gi c (Kotler, 1999, tr. Xi). Thay i thc s bt u xy ra vi vic xut bn cc tc phm kinh in nh Theodore Levitt "Tip th Cn th." Xut bn ln u vo nm 1960, cng vic ca Levitt t cu hi v truyn thng tp trung vo sn xut v qu trnh. Levitt l mt trong nhng ngi u tin m thanh bo ng trong m m ph bin c hiu qu v sn xut trong khi cng nhn tm quan trng ca khch hng trong cc phng trnh tip th. ng bc b nh hng bn chim u th t duy tip th trong ngy. Levitt (1960) c s phn bit r rng gia mt bn v quan im tip th hin i hn. ng ch ra rng "bn tp trung vo nhu cu ca ngi bn, [trong khi] th [tp trung] vo nhu cu ca ngi mua. Bn c quan tm vi nhu cu ca ngi bn chuyn i sn phm ca mnh thnh tin mt, tip th vi tng p ng cc nhu cu ca khch hng "(trang 46).

Levitt t chi tp trung bn tranh rng nhng n lc nh vy l quan tm nhiu hn vi nhng th thut v k thut hn so vi th trng. l tin tri rng "th Cn th" ginh c gii thng McKinsey nm 1961 l tip th bi vit hay nht ca nm. Thy triu bt u chuyn theo hng ca ngi tiu dng. K t , tip th pht trin t gia tng tp trung vo ngi tiu dng. Ni ngi tiu dng mt ln l quan trng t hn kh nng chi tr cho mt sn phm ca h, h c coi l mt phn ct li trong bt k n lc tip th c ngha. Nh mt ghi ch tc gi, "M hnh thay i. Sn phm n v i. Cc n v gi tr hm nay l mi quan h khch hng "(Wayland trong Kotler, 1999, p. 121). Cc nh lnh o trong cng ng tip th by gi xem nh mt hot ng tip th khch hng lm trung tm. Mt trong nhng nh lnh o, Philip Kotler (1983), tin rng trit l ca nh tip th phi mt trong nhng s hi lng ca khch hng. "Tip th. . . Hot ng ny hng vo nhu cu tha mn v mun thng qua qu trnh trao i "(Kotler, 1983, p. 6). Qun l lu nm Peter Drucker (1974) ng vi Kotler, cho rng mc tiu ca marketing l lm cho bn khng cn thit. Drucker tip tc ni r rng nhng khi nim v bn hng v tip th l tri ngc. Nhng quan im ny i din cho mt nh hng khch hng r rng. ng cho rng sng kin tip th c nh gi v tp trung ca h cng nh kt qu ca h. Cc cu hi quan trng s tr thnh, "iu g l trng tm ca n lc ny?" Nu nhn mnh c t vo vic pht trin mt sn phm trong s c lp ca cc s thch ca khch hng, sau mt nh hng sn phm thng tr. Nu trng tm c t trn cc khch hng c sc thuyt phc ca nhng gi tr ca mt sn phm m khng cn u tin pht hin mong mun ca h, sau mt cch tip cn bn hng c s dng. Suy ngh hin ti gi nghi ng bt k n lc trong s thch ca khch hng b loi ra tnh trng cp di (Lefebvre, 1992). nh ngha v tip th thay i bt kp vi s tp trung ngy cng tng v khch hng. Mt th M Hi ng qun tr nh ngha c trng tip th nh "qu trnh lp k hoch v thc hin vic tiu th, gi c, khuyn mi, v Phn phi cc tng, hng ho, dch v to ra trao i p ng c nhn v mc tiu t chc "(Murphy & Enis, Nm 1986, p. 24).

Bn the Translation of trang DCH.docx

Mc d h khng th n v o trc tip bn, h nh gi nhn vin v chng trnh erformance u n ng bo ng. H t chc cc c quan gii tr ntire theo cc tiu chun nghim ngt nht.hough tt c cc nhn vin c quan b nh hng bi ishes khch hng, nhn vin tin tuyn c bit m ca cho crutiny khch hng v nh hng. Khch hng v pha trc dng nhn vin lm vic ogether ban s sng cho cc chng trnh ca c quan. Khi lm nh vy, Taff phi p ng mong mun ca khch hng. H c thc s anagers trong mi ngha ca t ny. Th ba, khch hng thc hin y vai tr ca t chc onsultant (Schneider & Bowen, 1995). V d, lients c trang b tt nht chc chn rng mt hem. Nu tip th l mt qu trnh p ng nhu cu v kin th qu trnh ny bt u vi khch hng. H c th ln rt mnh mong mun cha c hon thnh ca mnh. Ai o tt hn gip cc nh tip th xc nh cc c hi ci thin hoc cho khch hng trao i ln nhau l cng l duy nht trong kh nng ca h nh gi sn phm, gi li ch, v "gii php" khc pht trin cho h bi cc nh cung cp?. T quan im ny, khch hng c rt nhiu c vn hoc t vn cho cc nh tip th. Cng vi nhau, nhng vai tr khc nhau cho thy mi quan h arketer / khch hng l quan h i tc. Mi Ust chp nhn vai tr quan trng khc nhau, nu vic thc tip th l thnh cng. H cng nhau m bo rng cc ervice phi c cung cp cho cc nhm phi vo ng thi im cho vi gi hp l. Khi lm nh vy, c hai tn hng thnh cng. Tht kh tng tng mt c s thch hp hn cho vic pht trin quan h i tc. c lp ny thm phc tp hn cho cng vic ca cc nh tip th. a thnh vin khng vo qu trnh giao hng c th lm tng c hi cho nhng tht bi ca chng trnh. H c th thiu k nng y , thng tin, hoc gim st hon thnh nhim v ca mnh thnh cng. H c th khng chia s cc mc tiu ca cc nh cung cp gii tr. Hn na, s ng gp ca h c th khng thng xuyn v bn cht t nguyn tham gia ca h. Bt k cc nhiu thch thc, cc nh tip th phi xem ngi tiu dng nh mt i tc tim nng. Cc mc tiu ca khch hng v cc nh cung cp phi c thc hin nu n lc tip th l thnh cng. Nu mt trong hai i tc trong vic trao i tip th l khng hi lng, sau trao i l mt tht bi. Li ch tch lu cho c hai bn khi tip th thnh cng. Yu cu ca khch hng c p ng v mc tiu ng ca nh cung cp t c. S hi lng thc s l mt mn qu m "ngng c trao tng." S hi lng ca khch hng c lin quan n lng trung thnh v li nhun gia tng cho cc nh cung cp. Kt qu l, c u i ng k ci thin thc hnh tip th s hi lng ca khch hng c th c nhanced. Mt trong nhng cch tt nht ci thin nhng thc hnh l lin quan n ton b lc lng lao ng trong n lc tip th. S huy ng ca tt c cc nhn vin trong n lc tip th Mt cu hi m tip tc lm bi ri arketers lin quan n trch nhim. Ngi, trong mt t chc, chu trch nhim cho nhng n lc tip th? Cu tr li cho cu hi ny thay i theo thi gian.V d, Robert Keith (1988) mt ln bt ngun t s pht trin ca tip th trong cng ty Pillsbury ni ting. Cu chuyn ca mnh, hay chnh xc hn, nhng cu chuyn ca Pillsbury l ng ch v n phn nh s pht trin ca t tng tip th Bc M. ng ni vi chng ta rng n lc tip th u gip nhn mnh khng ngng trn sn phm. Kt qu l, tp trung sn xut ca h ( xay bt tt nht)

cng tp trung tip th ca h. Cu tr li cho cu hi "Ai chu trch nhim v tip th?" C th c tm thy trong cc phng ban chu trch nhim cho vic to ra cc sn phm. Cch tip cn ny dng nh c chia s rng ri trong thi k sn xut c u c sau Th chin I. sn xut da trn cc vn c coi l mi quan tm duy nht ca nh cung cp. Trong nhng nm 1930, thi k sn xut dn ti mt thi k bn hng. Ny mi tp trung vo vic bn hng mang li chi ph cha tng c trn qung co v thu thp thng tin th trng. Ai by gi chu trch nhim v n lc tip th nhng nh hng ca tip th l bin lc tt nht. Cng ty vn ngh ca mnh trong iu kin ca mt tp trung sn xut, do sn xut nhn c s t chia s ca s ch . D on, cc nh tip th thng tn ti bn ngoi c cu t chc sn xut da trn. H thng nhm nh trong t chc ln hn nhng ngi khng c kim sot, hoc thm ch nh hng, trong chui in hnh ca lnh. Handmaidens cc i sn xut vn ton nng, h c cho bit "di chuyn" cc sn phm c to ra. Chng ti tip tc nhn thy di tch ca thi i ngy nay trong nhiu c quan gii tr. B phn tip th nh c to ra nhng h hot ng vi t u vo n lc lp trnh ca c quan. H ch n gin l thu thp thng tin v tin chng trnh theo ma ca c quan v thc y cc chng trnh ny l tt nht c th. Phng php ny l c vn v nhiu l do, v tt c u lin quan n tp trung.Trong c quan, tp trung tip tc ta sng trn cc sn phm. Trong trng hp ny, sn phm l mt chng trnh. Chng trnh tn ti, v cc nh tip th phi phc v cho chng trnh . Nh chng ta tho lun, y l mt nh nc khng t yu cu cho tt c cc lin quan. Mt cuc cch mng c th xy ra trong c quan, cu chuyn ca Keith ti Pillsbury ch ng. Thi k th ba, k nguyn tip th, chng kin mt s quan tm mi trong nhng mi quan tm ca ngi tiu dng. Trong nhng nm 1950 cc t chc Pillsbury, v d, nhn ra rng khch hng, khng sn phm, chim trung tm ca v tr kinh doanh. Keith lin quan nh th no hin linh ny to ra mt cuc cch mng trong t chc. Cc nh hoch nh nhn ra rng thay i t chc s phi c thc hin nu cc tim nng ca ci nhn su sc ny c thc hin. H ngay lp tc nhn ra rng tip th l khng phi l mt hot ng c lp c thc hin bi mt nhm nh c ch nh l "tip th". Cc t chc tri qua mt s thay i, tt c u m rng vai tr ca tip th trong cng ty. Trng hp mt khi cc nh tip th c a ra sn phm v c yu cu "bn cho h," Pillsbury ti lin quan n tip th trong tt c cc giai on ca quy hoch v sn xut. Chu trch nhim v tip th ti Pillsbury khng cn nm trong tay mt s t nhn vin tip th. T chc cng nhn rng tt c cc nhn vin cn thit tham gia vo n lc tip th. Keith nh d on, "tip th s tr thnh ng lc c bn cho ton b cng ty. . . mi hot ng ca cng ty, t ti chnh n bn hng sn xut nhm p ng nhng mong mun v nhu cu ca ngi tiu dng "(Keith, 1988, tr. 37). Ci nhn su sc ny c nhng tc ng su rng v cch thc cc cng ty v hot ng tip th. N cho thy rng tt c mi ngi trong t chc phi chp nhn mt s vai tr trong qu trnh tip th. Tht vy, Levitt (1983) cho chng ta bit rng tt c cc hot ng thc hin bi mt nh cung cp l mt hot ng tip th: "Mc ch ca kinh doanh l to ra v gi khch

hng.Khng th c chin lc kinh doanh m khng phi l trong mt s thi trang c bn mt chin lc tip th, khng c mc ch m khng p ng bng cch no nhng g mi ngi [mun] "(trang 5). S tham gia ca nhn vin y trong tip th l tt c cc chi tit quan trng trong ngnh cng nghip dch v. Do c im c o ca dch v, khch hng v nhn vin thng n vi nhau to ra cc dch v. Nu mc tiu ca tt c cc hot ng i l l to ra v duy tr khch hng, sau tt c mi ngi trong t chc nn, mt cch no , c h tr n lc . Nh mt cu ngn ng tip th tm tt, "Nu bn khng phc v mt khch hng, sau bn s c phc v tt hn mt ngi no l ai." N cho thy rng tt c cc thnh vin ca mt t chc phi tham gia vo n lc tip th. Tht khng may, s khn ngoan ca cu ngn ng ny thng b b qua. Qu thng xuyn, tip th, qu trnh lm hi lng khch hng, c cho l trch nhim ca vi ch khng phi nhm. Mt vi nhn vin c o to v ng lc phc v khch hng, nhng h vn tip tc cn tr lm nh vy cc nh hoch nh chnh sch loi b khi cuc gp g thc t. H ang tht vng bi cc k ton ngi quyt nh rng ch c ngi gim st c th cho php hon li tin, bi cc nh qun l cp ra quyt nh quyn hn ch cho bn thn, bi Lanners ngi nhn mnh rng nhng thay i khng th c thc hin mt khi chnh sch c thit lp. Cuc gp g dch v in hnh l qu phc tp c iu khin t trn cao. Nhng ngi c thm quyn phi h tr cc hnh ng ca nhng ngi tuyn u. Tt c mi ngi phi h tr n lc ny. V Levitt, tt c cc nhn vin phi tham gia vo nhng n lc tip th. Tht vy, Gonroos (1990) thc s nh ngha tip th v mt hot ng m phi c thc hin bi tt c. ng cp n tip th nh "mt tp hp cc tng phi c tch hp trong sut ton b t chc v gim st ca lnh o" (trang 128). nh ngha cui cng ny t sn khu cho phn cn li ca vn bn ny.Tip th thc s l mt hot ng m xoay quanh tng, i hi phi c s tham gia y , nh vy i hi mc cao nht ca t chc. Nu khng c nhng thnh phn thit yu, n lc tip th b tn thng. Tip th v cc nh cung cp gii tr cng cng: Mt lin minh khng d chu John Crompton l mt trong nhng nh v ch hng hi nht u tin v c l th trng cho cc nh cung cp dch v gii tr. Trong mt vn bn ban u, ng v Dennis Howard nu quy trnh tip th c bn trong bi cnh cc dch v gii tr. H v nhng ngi ng h khc t lu ng h vic p dng cc nguyn tc th trng trong vic cung cp cc dch v gii tr. H ngh, v d, rng nu khng thc hin nguyn tc tip th c th lm gim kh nng cc c quan gii tr phc v cng ng ca h. "Mt gii tr v cng vin tht bi ca c quan thng c th c truy ngun t b qua nhng c bn mun v mong mun ca ngi tiu dng tim nng ca n. Tht vy, n c th lp lun rng 'cuc ni dy thu ca nhng nm 1970 ch ra rng chnh ph tht bi trong vic thc hin cc khi nim tip th "(Howard & Crompton, 1980, tr. 309). Mc d Crompton, Howard, v nhng ngi khc thc y s chp nhn ca th trng khu vc cng trong hai thp k qua, h tr tip th l do khng c ngha l ph qut. Cc nh cung cp gii tr khu vc nh nc, c bit, chm chp trong vic p

dng tip th nh mt cng c hot ng hp php. S d dt ny xut pht t s nhm ln. Xoy nhm ln xung quanh ch ca tip th nh khi t mt s ngn la vnh cu. Nh khi, s nhm ln ny c hai kch thch v obfuscates. Mt s li gii thch dng nh theo th t. Nhm ln vi qung co Cc cuc gi in thoi khng mong mun v xm nhp t nhn vin bn hng v danh by gi c gi l "qua in thoi." Vic tip th hn cng c p dng cho mt qung co k thut c s dng bi cc nh ti tr gy nhm ln v nh la khch hng. Kho lo dn nhn "phc kch tip th," k thut ny c s dng bi cc c quan doanh nghip c gng c hng li t cc s kin qung co m khng ng gp cc ngun lc cn thit nhng s kin. Trong nhng trng hp ny, tip th dng nh t hn mt cng c ca bun lu v o c. Kt qu l, s nhm ln thng chuyn sang kch thch, v nhiu hc vin gii tr t chi n lc tip th nh mt kt qu. Mt s nn tng c th l cn thit to cm gic v chiu su ca s t chi ny. Peiper (1963) ni vi chng ta rng nu khng c "gii tr c ngha" chng ti s tri dt ti mt x hi n l. Nh n l, chng ti s iu thn tng v tn th "b quyt" trong khi ang c kim sot bi lc lng bn ngoi. Tht khng may, chng ta l mt x hi tht bi trong vic khm ph gii tr c ngha bi v chng ti qua i v ko khng ngng ca thng mi ha nh chng ti cam kt theo ui gii tr ca chng ti (Scitovsky, 1992). Schor (1991) lu rng chng ta ang sng trong nhng ngi nh khong hai ln kch thc ca nhng ngi trong cha m ca chng ti c nng ln, nhng gia nh ca chng ti l khong mt na kch thc. Kt qu l, qun chng toiling khng c thi gian, nng lng, v ngun lc tm kim gii tr, bi v tt c u c dnh cho vic theo ui kinh t "cuc sng tt p." N c l l cht t hi rng mt s lng ngy cng tng ca cc nh khoa hc x hi bo co rng by gi chng ti cm thy "qu vi vng" thng thc bt c thi gian gii tr m tr nn c sn (Shaw, 1990). L kt qu ca ngha ny ang c vi v, chng ta thng tin rng chng ti c qu t thi gian theo ui gii tr c ngha (McCarville & Smale, 1993). Theo ui bt tn ny c cho l rng ri c thc y bi th. Khng tip th chu trch nhim v qung co, khuyn khch ngi tham gia tiu th? Khng chu trch nhim tip th cho cc qung co dng nh khuyn khch chng ta chi tiu m khng l do v lm vic bao gi kh khn hn duy tr mt li sng m l c nhn v ngha (Hemingway, 1996)? Khng chu trch nhim tip th cho nh qung co lin tc bn ph cc khch hng vi nhng thng ip ni vi h rng h mun bng cch no , bng cch no t hn nhng g h c th v nn c? N c l l cht t hi rng mt s nh quan st tin rng gii tr c ngha v n lc tip th loi tr ln nhau. Nhm ln vi thng mi ha Trong iu khon lin quan, tip th cng c cho l rng ri l ng ngha vi thng mi ha (Havitz, 1988). Qu trnh thng mi ha l vn bi v n tm cch chim ot cc phng tin thng qua gii tr c cung cp (Butsch, 1990). Cc nh cung cp tm cch kim sot kinh nghim ca ngi tham gia gii tr m bo li nhun cho nhng nh cung cp. Nh nh vy, thng mi i din cho mt qu trnh khai thc. Qu

trnh ny ang gy phin toi v cc nh cung cp vn kim sot kinh nghim. Thng qua thng mi "l mt phn ca kinh nghim sng ca chng ti phi c t do khi s thng tr c chuyn thng qua pht trin t bn ch ngha" (Butsch, p. 8) n mt mc m ngi tham gia c th mt kim sot tri nghim gii tr ca ring mnh. Trin vng ny ang gy phin toi cho cc nh cung cp gii tr. H hiu y thng mi ha bi v kh nng ca mnh lm gim tri nghim gii tr (Schultz, McAvoy, v Dustin, 1988). Nhiu ngi c bc i hp l tip theo dng nh t chi v tip th trong cng mt hi th. Vi ngun gc khu vc t nhn tip th, h s tip th m ch n gin l mt cng c c s dng thc y thng mi ha. V d, Schultz, McAvoy, v Dustin (1988) yu cu, nh cc nh sn xut quyt nh khu vc nh nc p dng nguyn tc tip th, "Ai s tm ra cho li ch ca thiu s v chng tc v dn tc, cc gia nh cha m n thn, ngi nhp c v ngi ngho th v nng thn ? . . . Ai s duy tr cuc u tranh cho quyn li ca hon cnh kh khn ca x hi? "(Trang 53). H xem tip th v thng mi ha nh l ng ngha v khng ph hp vi vic cung cp cc c hi gii tr c ngha. S mu thun tip th cng c thc y bi s s hi gia cc hc vin khu vc cng. H s rng phng php khu vc t nhn s lt vai tr dch v truyn thng ca khu vc cng. Lp lun ca h l i din tt nht ca Jacobs trong cun sch ca mnh, h thng ca ngi sng st (1994). Trong cun sch ny, Jacobs chia th gii thnh hai h thng o c c bn, nhng ngi trong cc "thng gia" v ca "ngi gim h." Cc c quan nh cng vin, thnh ph v cc ban ngnh gii tr ri theo ch nh ngi gim h chung. Tin ca c l c hai h thng da trn b khc nhau ca tm gng o c. C cho rng c nhm b hng khi h p dng cc chun mc o c v cc gi tr ca ngi khc. Kt qu l, cc c quan khu vc cng thng qua cc bin php nh tip th, nguy c b mt lin lc vi cc gi tr duy nht cho nhng ngi chm sc. Bng mt v d, Jacobs ni vi cnh st nhng ngi c th b cm d giao tin pht khc nhau bi v cc ngun lc gip h tch ly. Trong trng hp ny, mc ch ca cc s quan cnh st ang ph v. Mc tiu ca h tr thnh mt trong nhng th h doanh thu ch khng phi l vic duy tr trt t x hi. Jacobs (1994) i vo chiu di ng k thit lp s tt yu tuyt i ca tham nhng ny. Theo quan im ca mnh, tham gia mt trong hai h thng phi cnh gic vi cc chun mc o c c s dng bi ngi khc v p dng chng ch nguy him ca h. Mt s i th ca tip th cc dch v gii tr cng cng ni chung ng h quan im ny t mt thc h cng nh mt quan im thc t. Cng c ca thng gia (nh th) thng b nghi ng hoc thm ch chi ra l "phi o c." Ngay c nhn c s dng bi khu vc t nhn c th c coi l nghi ng. Trong mt a ch, tc gi ot gii thng John Ralston Saul cho rng bc u tin cn thit " ginh li t do ngn lun l mi ngi phn i bt c khi no cc quan chc s dng t kinh doanh nh khch hng hoc cc dch v khch hng i vi cng dn v chnh ph iu l phi lm v li ch chung "(Simone, 21 Thng Mi Mt 1996, p. A3). Nhng t ny c t ng nghi ng bi v, nh tip th, chng xut hin t khu vc t nhn.

Trong khi Novatorov v Crompton (2001) chp nhn nhng im c cung cp bi quan im ny, h cho rng s t chi ca cc khi nim tip th dng nh sm. H cm thy rng khu vc cng s c hng li r rng t vic p dng cc cng c tip th, nhng ch n gin l nhc nh cc nh tip th khu vc cng khng theo cc mc tiu ca khu vc t nhn. Trong khi , cc nh tip th khu vc t nhn c th s dng tip th theo ui cc ng c li nhun, cc nh tip th khu vc cng c th s dng cng mt cng c theo ui cc mc tiu rt khc nhau nh phn phi li ca ci. Vai tr ca cc nh cung cp khu vc nh nc l thu thp sau phn phi li cc ngun ti nguyn theo cch c li cho cng ng ln hn. Novatorov v Crompton cho rng th c th rt hu ch trong vic h tr qu trnh ti phn phi ny. Lo ngi v phn khc Nguyn l tip th ca phn khc cng khuyn khch s chp nhn ca nhiu hc vin. Phn on th trng l hnh ng ca mt cng ng chia vo cc phn nhm c ngha. N lc tip th ny sau c nhm mc tiu i vi t nht mt trong cc nhm ny. i vi mt s hc vin khu vc t nhn, phn khc l vn bi v h tin rng tp trung s ch vo mt nhm khch hng c th hn ch c hi v li nhun tim nng. Ti sao tp trung vo mt nhm khi ngi ta c th nhm mc tiu ton th cng ng? Ngi hc vin khu vc cng c th a ra lp lun c bn ging nhau nhng v mt l do khc nhau, (Havitz & Spigner, 1993). Truyn thng cho thy rng ngi dn nn c iu tr bng nhau t cc nh cung cp gii tr cng cng. Tp trung vo mt nhm khch hng hn khc cho thy rng nhng ngi t chi dch v khng ch khng nhn c cm nhn "cng bng" phn ca mnh nhng cng b s k th m pht sinh t tnh trng ny (Lineberry, 1977). i vi cc nh cung cp khu vc cng cng, cung cp cc ngun lc mt vi phng tin ph nhn ngun lc cc nh cung cp gii tr nhiu, v cng chng ch n gin l khng mun chng trnh theo cch ny. Logic ca lp lun ny dng nh profoundlycompelling. Mt cuc kho st gn y yu cu cc hc vin m h hng dch v c la chn. Con s ng ngc nhin ln ca cc c quan bo co rng h khng nhm mc tiu mt nhm, nhng thay v phc v "tt c mi ngi" vi cc chng trnh ca h. C v nh l c p lc ng k b qua nhng n lc phn on v nhm mc tiu "tt c" thay v mt vi. Mc d vn bn ny lm cho cc im cch tt nht phc v "tt c" l thng qua phn khc, quan im ny l hin nay khng c chia s trong s rt nhiu cc chuyn gia. Kh khn trong vic ng dng Cui cng, tip th khng c chp nhn rng ri bi cc nh cung cp gii tr, bi v n l nh vy rt kh khn thc hin. Hn mt thp k trc, Crompton (1985) cnh bo rng tip th ban u l kh nng b nhm ln v thiu kinh nghim ca nhng ngi p dng n. S kin ny khng nh phn ln d on ca ng. Vn tip tc tn ti trong vic p dng cc nguyn tc tip th c bn. V d, trong mt cuc kho st trong khu vc, Johnson-Tew, Havitz, v McCarville (1999) pht hin ra rng nhiu nh cung cp gii tr cng cng, trong khi tin rng h s dng cc k thut tip th trong hot ng hng ngy ca h, khng th p dng ngay c nguyn tc tip th th s trong hot

ng ca mnh. Vi nh cung cp iu chnh cc chng trnh v sng kin thu p ng nhu cu ca cc nhm ngi dng khc nhau. Trong mt nghin cu quc gia, Havitz v Spigner (1993) pht hin ra rng cc c quan cng him khi phn on cc cng ng ca h theo cc tiu ch lin quan nh thu nhp. Khng lm cc c quan ny cung cp gim gi gi cho cc c dn c thu nhp thp hoc phi hp n lc vi cc c quan tht nghip chnh thc. C v nh nhiu c quan c gii thiu cc sng kin da trn th trng (nh cc chng trnh l ph) m khng p dng nguyn tc tip th cn thit khc. Nhng sng kin ny dng nh c hai nhm ln v gim thiu vai tr v bn cht ca n lc tip th. Kt qu l, ngay c nhng c quan khu vc nh nc chp nhn cc quy trnh tip th c th gp phn unpopularity ca n. Vi tt c s nghi ng ny, nguy c lt , v tim nng cho c hi b mt, l do ti sao thc hin tip th trong khu vc cng tt c? Mc d tip th i din cho mt mc tiu d dng bnh lun quan trng, l n xng ng hn th nh vy? N l mt i th ng gm cho nhng ngi hy vng s phc v cng ng? Nhng ngi ng h cho rng n i din cho mt ng minh quan trng v cn c xem xt nh vy (Crompton & Lamb, 1986). Ti c quan im rng tip th i din cho t hn mt qu trnh huy ng ngun lc. Tht vy, n khng khc bao nhiu t nhiu qu trnh lp k hoch truyn thng (Bannon, 1976). Nguyn l ca n ang c s dng h tr trong chnh sch x hi v quy hoch, tip th x hi (Kotler & Roberto, 1989), gio dc sc khe (Lefebvre, 1992), v cc chng trnh gii tr (Crompton & Lamb). Cc nguyn l tp trung huy ng ngun lc p ng nhu cu ca cc nhm c th trong cng ng. Kt qu l, n lc tip th c th c s dng li th tt phc v cng ng. b qua hoc nhc m qu trnh c l l c hai khng khn ngoan v khng ph hp. Hn na, mc d tip th l mt a tr ca khu vc t nhn, ngun gc ca n c tm thy trong truyn thng "gip " cc ngnh nh tm l hc v x hi hc. Nh nh tm l hc, cc nh tip th hy vng s hiu qu trnh nhn thc nh h hnh vi c hiu lc. Nh nh x hi hc, cc nh tip th hy vng s hiu c vai tr ca nhm trong vic xc nh hnh vi c nhn. Trong khi ngun gc l thuyt ca n nm trong tm l hc v x hi hc, k thut tip th thc t c th c truy ngun t vic lp k hoch truyn thng v nhng n lc lp trnh (Bannon, 1976). N ph thuc rt nhiu vo s hiu bit ca bt k ngnh ngh m hy vng s nh hnh v ci thin x hi. Nh vy, cc cng c tip th c v thch hp s dng trong khu vc cng v khng v li nhun. Ti ngh ng gp tip th l mt trong nhng chin lc linh hot. N tp trung vo vic huy ng cc ngun lc p ng nhu cu ca cc nhm c th trong cng ng. Kt qu l, n lc tip th c th c s dng phc v cng ng ln hn. N tt nht c th c coi nh l mt giai on trong s pht trin t nhin ca truyn thng lp k hoch v n lc lp trnh. S tin ha ny c th c bit hu ch cho cc nh cung cp gii tr. Hu ht cc h thng phn phi khu vc cng da vo quy nh v chnh sch. Cc c quan cng cng s dng sc mnh ca v tr ca h m bo tun th. Ngi dn c ni n rc ca h ch i l ng trong cc thng cha c ph duyt. H phi tun th hoc mt quyn truy cp vo cc dch v thu gom rc

thi. Ngi dn ang hng n mua giy php cho vt nui ca h, np thu, cng vin ti cc a im c ch nh. Vic tun th cc ch th c khuyn khch thng qua mt lot tin pht v hnh pht lin quan khc. Chng trnh ngh s ca ngi chm sc cng cng thng xuyn di chuyn dc theo cng nhiu bi thanh nh vi c rt. Cc nh cung cp gii tr sng trong mt mi trng rt khc nhau, tuy nhin. H khng th m bo s tham gia thng qua cc ngh nh, tham gia gii tr l mt kt qu ca s la chn c nhn. Cc nh cung cp khng th yu cu cc cng dn tham gia. Cc nh cung cp gii tr phi d ch khng phi l p buc, khuyn khch hn l ra lnh. Mc d iu ny c v nh mt khi nim tng i l i vi nhiu nh quy hoch khu vc cng, n l chng khon v thng mi ca cc nh tip th khu vc t nhn. Dng nh, do , m ti liu tip th c th c nhiu cung cp nhng ngi trong khu vc cng. Tip th c v nh mt bi tp rt ng gi cho nhng ai hy vng s khuyn khch bt k loi hnh vi. Kt qu l, c v nh mt hot ng ph hp vi lnh vc bt k. Cu hi t ra, "Lm th no c th n lc tip th tt nht c theo ui?" Mc d c tim nng hu ch trong mi lnh vc ca nn kinh t, tip th l u tin v quan trng nht l con ci ca khu vc t nhn. Mc tiu ca cc nh tip th khu vc t nhn hot ng mt li nhun. Cc nh tip th khu vc t nhn phi tp trung vo ti chnh "dng di cng." Mnh lnh li nhun tng thng tr t tng v thc hnh tip th. Bt buc ny khng c chia s bi cc hc vin trong khu vc cng. Hn na, bi cnh cng chng l phc tp bi vai tr ngi chm sc. Cc nh tip th khu vc cng phi c quan tm n hiu qu, hiu qu v li ch chung. Vic p dng cc chin lc tip th truyn thng bn ngoi thit lp khu vc t nhn d kin s khng c nghi ng cn suy ngh v lp k hoch cn thn. Vn bn ny cho thy cch ny c th t c. N khm ph s phc tp v s n gin ca qu trnh tip th. N da trn mt vi bc n gin to nn n lc tip th. Tip th bn thn c xem y n gin ch l mt cng c. N i din cho mt tp hp cc giai on tun t, v mi giai on c to thnh t mt vi bc. Qu trnh ny l ng ch cho c bn cht n gin v hiu qu ca n. Trong khi v ch ca bn cht n gin ca tip th, lm r cui cng c bo hnh. Trong nm 1993, Ries v Trout xut bn mt cun sch su sc rt c ta 22 Quy lut Bt bin v tip th.Mt trong nhng hiu bit h cung cp l "php lut ca b phn." Lut ny ra lnh rng: "Trong thi gian mt th loi s phn chia v tr thnh hai hoc nhiu loi" (trang 56). Bng mt v d, h quan st thy rng ngnh cng nghip truyn hnh bt u vi ba mng v b phn mnh ng k t nhng ngy u. Khi nim tip th bn thn cng tit l mt xu hng phn chia v chia nh. Hy vng cc nh tip th hin nay phi i mt vi nhiu loi hnh, hoc phng php tip cn n lc tip th. tip th tn s c dnh khuyn khch ngi tiu dng trung thnh vi tiu th thng xuyn hn. tip th duy tr tp trung vo vic pht trin lng trung thnh trong nhng ngi dng hin ti. n lc tip th ni b ang hng n nhn vin ca mt nh cung cp. Tip th x hi p dng nguyn tc tip th n cc vn cng ng quy m ln.

Danh sch ang tr thnh di hn qua mi nm. May mn thay, bt c iu g nhn hiu ca n, bt c iu g tp trung, n lc tip th c mt mc tiu c bn. Nh Levitt (1983) nhc nh chng ta, lm kinh doanh l v vic tm kim v gi chn khch hng. C phn tip th m nhim v c bn. Khng c nhm ln cng khng nn lng bi rt nhiu ci tn m chng ti tc gi p dng cho qu trnh tip th. Tt c cc n lc tip th l v vic to ra v duy tr s quan tm ca cc nhm ngi dng tim nng. Nu cc nhm mt nh tip th hy vng s phc v khng quan tm n cc dch v ca nh tip th, sau cc nh tip th tht bi. Tip th, bt c iu g nhn hiu ca n, l v trnh tht bi v to ra thnh cng. Phn cn li ca vn bn ny l dnh cho vic thit lp nh th no thnh cng ny l t c. Tng quan v qu trnh tip th Qu trnh tip th thng oordinated xung quanh mt k hoch tip th. K hoch ny c bt k vai tr. N c s dng khm ph pportunities tim nng v hin c phc v khch hng tt hn, pht trin cc dch v hp dn nht cho cc nhm khch hng c th trong khi xy dng n th mnh ring ca c quan, xc nh cc dch v c th bo v chng li cc lc lng cnh tranh hoc phn tc dng, v d on nh hng ca iu kin x hi c th d on s xut hin hoc. n gin ch cn t, mc ch ca cc n lc k hoch tip th l phi tm cch phc v khch hng l khc nhau v bng cch no tt hn so vi cc chng trnh c s dng bi cc nh cung cp khc. Tt c cc k hoch tip th sp xp ba yu t: (1) kh nng c quan, (2) s thch ca khch hng, v (3) nng lc ca cc i th cnh tranh. Mi k hoch tip th c pht trin trong bn giai on.Giai on u tin l mt trong nhng chin lc pht trin. Mc tiu ca giai on ny l thit lp mt c s chin lc. ng c s ny gip t c quan trong th trng ln hn. N tr li cho cu hi: "Chng ta cung cp?" Bc khi u ny tp trung vo kh nng c quan, th trng v ngi tiu dng tim nng. N lin quan n quyt nh ai phc v v lm th no tt nht phc v h. Giai on th hai l lp k hoch marketing hn hp. Marketing hn hp l mt tp hp cc hot ng to nn phn ln nhng g chng ta gi l tip th. N bao gm cc sn phm, khuyn mi, gi c v giao hng. Nhng yu t ny c trn ln trong mt cch m xem xt kh nng ca nh cung cp ring, cng nh mong mun v c im ca cc nhm khch hng tim nng, v nhng thch thc ca th trng ln hn. Giai on th ba l mt trong nhng thc hin. Giai on ny l c lin quan ch yu vi qu trnh trnh by cc dch v cho khch hng. y l giai on ny i hi ton b lc lng lao ng ca mt nh cung cp tham gia vo cc n lc tip th. y l mt bc rt nng ng trong qu trnh tip th, c trng bi mc tip xc khch hng v khng th tin on. Kt qu l, s linh hot phi c a vo giai on ny. Giai on th t trong qu trnh tip th l ca nh gi thng xuyn. Giai on ny i din cho cc chc nng nghin cu rng nh vy l rt quan trng cho s thnh cng tip th. Mc d giai on ny c c trng y nh l mt "thc" sn khu, n thc s din ra trong kt hp vi c ba giai on khc. Thng tin c thu thp lin tc v c s dng hng dn vic ra quyt nh v lin tc ci thin cc dch v ca chng trnh. N l mt qu trnh lin tc pht hin cc iu kin trn th trng phn ng c th c ln k hoch hoc thay i cho ph hp. Pht hin ny c th din ra trc mt

hnh ng c thc hin (theo th t h tr quy hoch) hoc sau khi thc t (nh mt cng c Evaluative). Nh hnh 1.1 cho thy, tip th v c bn l mt hot ng trn. Giai on u ca n c c trng bi nghin cu hy vng s xc nh xu hng v mong mun. Sau n c gng gii quyt nhng xu hng v mong mun. Giai on cui cng ca n c gng xc nh nh th no nhng xu hng v mong mun c gii quyt. Quyt nh ny t ra giai on lp k hoch v thc hin b sung. Qu trnh ny khng bao gi l im chnh suy ngh v thc hnh tip th tin ha t i ph vi cc tion Sn Phm c a hng ha cung cp dch v v thc y cc tng. Vai tr ca ngi tiu dng l c ni ting trong t tng tip th. Tt c cc nhn vin nn c coi l mt phn ca i ng tip th. cc nh cung cp khu vc cng b chm thng qua nh hng tip th. Mc d nhiu loi tip th hin nay ang c y mnh, tt c h u chia s cng mt mc tiu tm kim v gi chn khch hng. Qu trnh tip th l mt hot ng trn to thnh bn stages.complete. N l mt qu trnh lin tc xc nh, vn ng, v nh gi.