Li ni u

Hot ng marketing ngy nay ang thay i nhanh chng. Tuy nhim v ca marketing vn l b sung gi tr v gia tng li nhun cho doanh nghip, nhng marketing khng cn l mt b phn chc nng thc hin nhng cng vic c vch sn. i tng ca marketing cng khng ch l sn phm, gi c, phn phi, khuyn mi nh trc y, m c m rng hn v bao gm c tri nghim v hnh trnh tiu dng ca khch hng. C hai lnh vc ny i hi nhng ngi lm marketing phi tp trung vo cc vn nh quy trnh, con ngi, ng thi cn thu hiu khch hng mt cch su sc. Nhng yu t mi ny mang li nhiu c hi tuyt vi cng ty to nn s khc bit, nhng chng cng l mi e da mi vi nhng doanh nghip yu km. Marketing gi y tr thnh th v kh li hi gip doanh nghip qun l khch hng, knh phn phi, th trng v li nhun. Cng tc marketing thay i nhiu hn di p lc cnh tranh ton cu ngy cng gay gt, c bit l cc th trng m. S tin b vt bc trong lnh vc cng ngh thng tin to iu kin thun li cc nh cung cp v khch hng giao tip v t quan h lm n vi nhau, song li khin cho cc nh cung cp bc l nhng yu km ca mnh nhanh hn trc. Hiu qu ca marketing tr thnh mi quan tm hng u ca ban gim c, v th h ngy cng ch nhiu hn ti vai tr v chi ph marketing. p ng yu cu mi, nhng ngi lm marketing phi lin tc trau di k nng v t tri nghim khch hng lm trng tm ca mi hot ng kinh doanh, ti u ha knh phn phi v giao tip, cng nh cn chuyn t vic n thun l bn sn phm/dch v sang vic cung cp cho khch hng cc gii php ti u. l l do ti sao cng ty IBM chng ti li tp trung u t pht trin dch v t vn marketing trong cc lnh vc nh qun l quy trnh v tch hp marketing vi cc chc nng khc nhau trong doanh nghip. Cng v l do m chng ti h tr xut bn cun sch ny. Cc bn s tm thy nhng nt chnh trong hot ng marketing ang din ra ti cc cng ty hng u trn th gii. uTy Nam u Ralph Schuler Trng b phn t vn qun tr quan h khch hng cng ty IBM Martin Jetter Tng Gim c v trng b phn t vn cng ty IBM ng Bc

Li gii thiu
Mt chin lc thng ch c th p dng thnh cng mt ln duy nht. Qun i khng dng i dng li mt cch nh. Theo Binh php Tn T th s ty bin chnh l b quyt ginh chin thng. Thay i tn ti nghe c v d dng nhng y l c mt ngh thut sng khng h n gin. Trong mi trng cnh tranh ngy nay, khng phi doanh nghip no cng c kh nng t iu chnh thch nghi v chin thng. Cun sch ny khng phi l mt li ha gip mi ngi u chin thng, m n l li ng vin, khuyn khch cc cp qun l t duy v mi trng marketing theo mt cch thc hon ton mi - mt phng php cch mng. Chng ti rt thn trng khi chn t cch mng (revolution). T ny c ngun gc t ting La-tinh c v khi dng trong giao tip hng ngy, n ch c ngha n gin l quay trn. Ngha ny c s dng mi cho n khi Nicolaus Copernicus(1) ly lm ta cun sch tm huyt ca ng xut bn nm 1543 nhn dp sinh nht ln th 70. Cun sch c tn V s chuyn ng quay ca cc thin th (De Revolutionibus Orbium Coelestium). ng ch kp nhn thy mt bn ca cun sch khi n c t vo tay ng lc lm chung. Khong 60 nm sau, Galileo Galilei(2) quyt nh dng pht minh mi l knh vin vng chng minh vi mi ngi rng Copernicus ng, ngha l tri t quay quanh mt tri. V iu ny i ngc li c tin ca Gio hi thi by gi vn ng

h Thuyt a tm nn Gio hong Urban VIII mt mc bc b v buc Galileo rt li nhng iu va cng b. Galileo kin quyt t chi. Mc d ng b trng pht v nim tin d gio ca mnh, nhng ngi ta khng th git cht cc tng tin b. T cch mng ngy nay c hai tng ngha. Tng th nht ch nhng hin tng c tnh lin tc, nn tng v quay vng. Sau nhng pht hin gy rng ng ca Copernicus v Galileo, t cch mng mang thm mt ngha mi hn, mnh m hn cp n mt s thay i trit . Tuy iu ny tht ng lo ngi, nhng nu bn c tnh pht l s thay i th khng c ngha l mi vic vn s c gi nguyn theo trt t vn c. Nhiu cuc thay i ang din ra trong th gii kinh doanh v cc cng ty cn chuyn ha tn gc mi mong chng chi c trc s vn ng ny. Vic xem thng hoc ph nhn s thay i s ko theo nhng hu qu nghim trng. Mt doanh nghip khng chu thay i, khng lin tc hon thin chnh mnh s tr nn cng nhc, thiu linh hot trc tnh hnh mi v chc chn s b cc i th cnh tranh nh bi. Cun sch ny da trn rt nhiu cng trnh nghin cu uy tn v nhng kinh nghim t hot ng marketing ca cc cng ty a ra nhng tng c tnh cch mng. y l li thch thc i vi phng php marketing truyn thng, ng thi khuyn khch cp qun l t duy v khch hng, cng vic kinh doanh, chin lc v cng c marketing theo mt phng php hon ton mi. Cng nh nhng cuc cch mng thnh cng khc, phng php ny c xy dng da trn nhng g din ra trc y v qua cho thy cch thc sng to tng lai. C th l phng php mi cp n thc tin th trng hin ti xem xt vic lng cc yu t vn ha, nhn khu hc v nhiu mi lin h khc nhau vo mt doanh nghip hin i nhm gip doanh nghip cnh tranh hiu qu hn. c th pht huy tc dng ti a, cc tng mi phi d tip cn v d s dng. Ly v d mt tng thnh cng da trn cng ngh hin ti l my nghe nhc MP3 v iPod. Bn hy ngh v n theo mt cch thc hon ton mi, nh kiu ngi dn chng trnh ca MTV, Adam Curry, lm. Anh bt u vi mt vi cu hi n gin. Nu bn c th a m nhc n hng triu ngi qua Internet, vy ti sao khng th pht c cc bi din vn v nhiu ni dung khc na? Vy l ch trong vng 18 thng, Adam Curry lm dy ln c mt cuc cch mng v sng to trc tuyn. Thng 7 nm 2004, anh tung ln mng mt phn mm cho php bt c ai cng c th sn xut v pht sng mt chng trnh radio ca ring mnh. Gi th bt c ai cng c th s hu mt i pht thanh c nhn. Kh khn duy nht l bin son ni dung lm sao mi ngi cm thy mun nghe. Vic qun tr quan h khch hng (customer relationship management - CRM), phn tch hot ng kinh doanh v marketing a knh cng vy - chng cng s dng nhng phng thc hin c gip nhng ngi lm marketing hiu thu o khch hng theo cch m trc y c xem l bt kh thi. Vn l khi thit lp c kh nng th bn phi lm th no pht trin quan h khch hng mt cch ton din, ng bi bn v theo cch thc ph hp nhm p ng ng thi im cc nhu cu lun thay i ca khch hng. Cun sch Marketing t ph s gip bn khm ph nhng thay i ang din ra, qua xut nhng cch thc m doanh nghip c th p dng a phng php mi ny vo cng tc marketing trong t chc mnh.

Chng 1:

Ti sao phi lm cch mng marketing?

S XUT HIN CA LC LNG KHCH HNG MI Hot ng marketing ang phi i mt vi cuc khng hong giai on gia vng i ca n. T mt mn hc thut ra i cch y 80 nm, marketing c ng dng vo doanh nghip cch y 50 nm v ngy nay,

marketing tr thnh mn hc tinh t chuyn nghin cu v khch hng v th trng vi kt qu c khng nh trong nhiu lnh vc. iu ng bun l giai on chn mui, marketing phi vt v ng u vi nhng khch hng c tnh ng nh ca tui mi ln m mi n lc truyn thng giao tip vi h u tht bi! Nn kinh t thng mi ha cao v th trng t do sau hn 30 nm pht trin thnh vng sn sinh ra mt loi khch hng mi m nhu cu v mong mun hon ton khc vi ngi tiu dng 50 nm v trc. Khch hng ngy cng i hi kht khe hn v cch chng ta tip cn, tng tc v giao tip vi h qua cc phn khc th trng, sn phm v knh bn hng. Trong mt th gii m cc thng l tin tin ngy nay s tr thnh tiu chun c bn ca ngy mai, vic gi chn v thu ht khch hng vi chi ph thp ngy cng tr nn kh khn hn i vi cc doanh nghip. Nhiu cu hi c t ln bn hp ca ban gim c v tnh hiu qu ca marketing, v vai tr v thm ch v nh ngha ca marketing ni chung. Ch khi nhn din v quan tm y n lc lng khch hng mi ny, cng tc marketing mi c th thnh cng trong thi i m gn nh mi mt ca hot ng kinh doanh u b chi phi bi mun ca khch hng. KHCH HNG NGY NAY KHC BIT NH TH NO? Khch hng ang sng trong mt th gii khc xa vi th gii ni hot ng marketing ra i v pht trin. l th gii m tri nghim mua sm tr thnh trung tm v mc tiu ca cuc sng. Cc sn phm xut xng hng lot tng lm khch hng mt thi ho hc ang b lu m bi c mun c p ng theo nhu cu c nhn mt biu hin ca i sng giu c, sung tc. Cng v l do ny m khi dch v tng trng nhanh hn khi sn xut. hu ht cc nc thuc T chc Hp tc v Pht trin Kinh t, lnh vc pht trin nhanh nht trong vng 25 nm qua l dch v vui chi gii tr. Anh, dch v ny tng 340% so vi nm 1980. iu ny khng c g ng ngc nhin khi bn tnh n s gia tng c v s lng ln quy m ca cc cu lc b chm sc sc khe, hng l hnh du lch, cc c s lm p, nh hng hoc hp m ti cc thnh ph trn ton th gii. Mc thu nhp cao gip ngi ta c nhiu chn la hn. Ngy nay, mi ngi quen vi vic t quyt nh s sng th no, mua ci g v lm iu g. Tnh c lp c tip sc thm bi nhiu chn la cha tng c m cuc cnh tranh ton cu hin nay mang li. S lng sn phm cho bn gia tng vi tc chng mt khi c thm nhiu siu phn khc mi. Chng hn ch vi mt loi nc cam, chng ta c rt nhiu la chn (nc cam ti, nc cam c c), thm ch c vi chng loi khc nhau trong cng mt nhn hiu nh Tropicana vi th nc gii kht hng chanh, du, to Mi ngi c th chiu theo thch bt cht, d l nh nht, bng cch chn la sn phm ph hp vi mong mun ca mnh. V phng din lch s, kt qu t c l v cng to ln. Mt i siu th trung bnh chu u cung cp 40.000 chng loi hng ha khc nhau m 5-10% trong s c thay i mi nm! Nu tr li thi k u ca hot ng marketing th mt s la chn a dng nh th qu l him thy. Khi cc i siu th xut hin ngoi vi thnh ph, tri nghim mua sm m chng mang li hon ton khc so vi nhng g m cc thng nhn bn l lu nm tng bit n. a s cc ch ca hng bn l ny u ht sc ngc nhin, trong khi doanh nghip ca h bt u giai on khn n do khng th a ra mt i sch marketing hiu qu. Nhng thay i trong lnh vc bn l tp ha, dch v ti chnh, l hnh, sn phm tin ch qua cc knh truyn thng v knh thng mi in t mi xut hin gn y cho ra l mt hnh mu khch hng hin i ( mi la tui!). H t ra cc k xut sc trong vic a ra cc quyt nh mua sm v c kh nng la chn trong s rt nhiu sn phm/dch v. Chnh thi ny ph v ln sng marketing tng qut qua cc quc gia ch cch y c mt phn t th k v to ra mt thc n a dng m chng ta thy ngy nay. Trong mt th gii m knh truyn hnh MTV tin rng c th gy nh hng ln nhn thc vn ha ca thanh thiu nin ton cu trong vng 48 gi, hoc ni cc c ng c b hu tr tui 80 vn khng ngng so snh cc mt hng khi mua sm qua mng, th mi vic ang bin chuyn ht sc nhanh chng. THM NHIU LA CHN

Cuc cnh tranh ngy cng gay gt trong hu ht cc ngnh cng nghip gin tip gip ngi tiu dng c thm nhiu la chn, ngay c i vi cc chng loi sn phm c v nh hon thin. Ly v d bn ngnh cng nghip cch mng ha chnh mnh k t nm 1940. Trong ngnh cng nghip t: t nm 1975 n 1995, s lng mu xe th trng M tng gp 10 ln, t 60 ln trn 600. Ngay c s mu u my xe la cng tng t 5 ln hn 30. Trong lnh vc thi trang: t 1980 n 1990, trong khi s lng mi c trung bnh gim 10 ln th s lng kiu mu sn xut xng tng 5 ln. Trong lnh vc sn xut bt git: ngy cng c thm nhiu sn phm chuyn bit ha v a dng ha p ng nhu cu git ty nhiu loi vi khc nhau nh vi trng, vi en, vi mu, len, t tm, vi t si thin nhin hay si tng hp, c km nc lm mm vi hay khng, v v s cc kiu ng gi, t loi thng n loi c c, vin, ti v dng lng. Trong lnh vc ung: vic p ng yu cu ring ca khch ti im kinh doanh to ra nhiu sn phm a dng, thm ch mt loi ung nh Coca-Cola c n 50 kch c v kiu dng bao b khc nhau. Gi y bn c th chn chnh xc loi Cola m bn mun, nu bn c thi gian! Trong cuc chin nhm tip cn lc lng khch hng mi ny, cc nh marketing i tin phong trong vic tm ra cc phng thc mi giao tip vi khch hng mt phng thc vt xa cc phng tin truyn thng nh ti-vi, radio hay qung co trn bo giy nhng nm 60 ca th k trc. Cc cng ty c th qung co trn hu nh tt c mi th: in biu trng ln xe taxi, cc xe y trong siu th, v xe but, t chc cc chng trnh, to ra s kin v trang thit b th thao. Mt s nc cn cho php in qung co ln my bay v xe la. Cc phng tin truyn thng i chng mi xut hin v cc cng ty c php tip th qua Internet, th in t v tin nhn. Ngi tiu dng mi chng li ln sng thng ip qung co gia tng mi ngy bng cch khng thm nhn n chng. a s phn ng theo kiu i ph th ng, chng hn nh tt ting ti-vi, chuyn knh, l i cc thng ip tr khi h tht s quan tm n mt chng loi sn phm hoc mt lnh vc no . Tht lm gian trun nu bn l nh marketing ang mong mun gip cng ty mnh ln mnh! Bn cnh , khoa hc k thut ang chuyn giao nhiu quyn kim sot hn cho khch hng, gip h d dng qun l vic tip nhn thng tin v lc b nhng thng ip ngoi mun. Khi u ghi DVD trong a cng c nhn tr nn ph bin v mi ngi ngy cng c khuynh hng thay i thi gian xem ti-vi th nhiu khch hng c th xa cc mu qung co vn lm phin h mi ln xem truyn hnh ch bng mt ng tc n nt. iu khin cho tnh hiu qu ca qung co truyn hnh ngy cng st gim. Khng may l phn ln trong s ny li l nhng khch hng ng gi nht. Nhng thit b tn tin nh th ngy nay tr thnh mt phn khng th thiu trong i sng ca a s ngi tiu dng, bt k tui tc. Con ngi ngy cng tr nn nng ng v di chuyn nhiu hn, cc cng c giao tip v gii tr mi ra i chng t khch hng ngy cng dnh nhiu thi gian tip xc vi cc loi my mc m i vi h, nhiu th tr thnh mt phn tt yu trong cuc sng. Th khng ng n chic in thoi di ng trong mt tun xem, bn s nhanh chng nhn ra s hin din ca n cn thit n mc no. C th thi gian chng ta tng tc vi my mc k thut ngy nay tng gp 20 ln so vi 25 nm trc khi my vi tnh ra i. in thoi, thit b s h tr c nhn, tr chi in t, my vi tnh, ti-vi, my nghe nhc v nhiu vt dng khc dng nh chim ht qu thi gian ca chng ta. V l , khch hng mi cm thy thoi mi vi cng ngh, iu m cc nh marketing khng on ra c. H t kin nhn vi cc thng ip di l th hoc nhng li cho mi phc tp, m ch thch dng nhng cch ngn gn v hiu qu. Ch vit tt, on m thanh c bit, mu sc v biu trng doanh nghip ngy cng c vn dng nhiu hn trong cc thng ip qung co nhm tranh th qung thi gian ch ngn ngi ny. Nhng dng nh tt c nhng c gng l cha v cc phng php c th nghim vn tht bi khi gi tr thay i qu nhanh trong nhn thc ca khch hng. Gio s Bernard Cova - chuyn gia trong lnh vc marketing v l tc gi nhiu cun sch gi tr v lnh vc ny - m t cch ngi tiu dng hu hin i

chng li cc gi tr tin tin gn vi khi nim c nhn, t do, l tr v ton cu ha i ly cc gi tr truyn thng nh cng ng, tnh xc thc v s gn gi, thn thin. iu ny dn n s ra i ca phng thc marketing hu hin i nh marketing kiu b lc, marketing ngc dng v marketing da trn tri nghim. MI TRNG KHCH HNG THAY I C QUAN TRNG KHNG? Mt s ngi c th nghi ng tm quan trng ca nhng khuynh hng ny. Xt cho cng, nhng khuynh hng nh th s cn ko di v cc cng ty cn c thi gian iu chnh thch ng. iu ng bun l mt s nh marketing phn ng qu chm chp. Nhiu nh marketing khng thy rng c ci g khng n. Cho rng mnh thnh tho k nng dng ba, h c th ng inh gn mi th li vi nhau, trong khi mt phng php nh nhng vi c vt hoc keo dn c th s hiu qu hn. i khi bn cm thy tht kh khn khi phi ph b ht mi th v bt u li t con s khng, nhng iu l cn thit nu cc nh marketing mun khi phc hiu qu v nng sut ca cng tc marketing nh thi k u pht trin. Tuy nhin, n cnh bo ang bt sng. Trong mt cuc kho st cc gim c marketing do IBM tin hnh ti 100 cng ty hng u nc Anh, 70% s ngi tham gia tha nhn hiu qu l thch thc ln nht i vi b phn marketing ca h. Kiu marketing da trn cc thng ip qung co, sn phm khc bit, cc knh bn hng truyn thng v t tng mt c o cho tt c mi khch hng ang tr nn phi kinh t v phi hiu qu trong th trng hin nay. Khch hng khng th nghe c g khi c qu nhiu cng ty mun ni chuyn vi h thng qua qung co v khuyn mi. Hiu qu qung co ang gim st r rt nhiu nn kinh t pht trin. C l y l h ly ca s gia tng s lng thng ip m khch hng phi tip xc mi ngy, trong khi cc phng tin v knh truyn thng mi ch gp phn gia tng tnh phc tp v lm gim hiu qu ca cng tc marketing. iu ny din ra cng lc vic chi ph truyn thng tng phi m, bt k k nng nghe ca khch hng. Mt qung co trn ti-vi cnh cui phim MASH ti M n c vi s lng khch hng gp 2,5 ln, vi chi ph ch bng mt na, so vi qung co trong cnh cui phim Friends 20 nm sau ! Nu tnh trn tng sn phm th chi ph qung co tng gp nm ln. Gi y, khch hng quan tm n doanh nghip thng tht vng, bi v h mang theo nhng mong i hon ton mi l m nhiu doanh nghip khng th p ng. Th h khch hng mi ny mong mun: Cng ty ca bn c th giao tip vi h vo mi thi im, bng mi cch, cho d vo lc na m qua in thoi di ng. Mt quy trnh n gin p ng nhu cu ca h. Thng qua vic mua hng, s dng dch v v h tr sau bn hng, h mun chn la cch thc v a im tin hnh cng vic kinh doanh ca mnh. H hy vng bn c th gip h ci bin quy trnh theo nhu cu ca h, ch khng mun nghe bn dy h quy trnh l ci g. C th phn tch quy trnh v cc li ch h so snh cc nh cung cp trc khi la chn. Trung bnh 50% khch hng chu u s ln mng tm kim cc im bn hng chnh ca nh cung cp v so snh gi c, iu kin giao hng trc khi i mua sm cc ca hng. Bao gi cng phi nhn c dch v xut sc. H c th ly tiu chun t mt ngnh hon ton khc. thng l tri nghim tuyt vi nht ca h bt k ln h mua sm th g. Nu khng p ng c nhng mong i nh th, doanh nghip s phi tr gi t. Khch hng c th s mua hng ni khc v thm ch cn thc gic ngi khc lm theo mnh. Nhiu doanh nghip khng nhn din c cc khch hng ng gi nht ti cc im tip xc, mc d h gp g khch hng trong mt thi gian di v qua nhiu knh bn hng. Phng php lm vic ly khch hng lm trng tm ang thch thc tt c cc t chc v doanh nghip, ngay c nhng t chc thnh cng nht. Cc doanh nghip phi t khch hng ln v tr u tin hng u, bng khng hu qu s rt nghim trng. C th ly v d minh ha t ngnh hng khng: cc hng vn chuyn gi r vn duy tr mc li nhun trong mt th trng m cc hng hng khng vi dch v trn gi phi u tranh vt v tn ti. THU HT NGI TIU DNG MI

Hot ng marketing phi theo st nhiu mt ca s thay i v mt s cng ty bt u khai thc nhng vn ny. Cc tp ch kinh doanh v hc vin cng bt u bnh lun v s ty bin v thch nghi. Vy dng thay i no c xem l cn thit? Chng ta hy xem xt mt s ch chnh trong cun sch ny.

Nhu cu nng cao tri nghim ca khch hng

Tiu im ca marketing phi hng vo tri nghim ca khch hng vi thng hiu v dch v ca doanh nghip. Cc t chc cn tc ng vo cm xc xy dng lng trung thnh trong nhm khch hng ch yu ca h vi mc tiu tr thnh thng hiu khng th thay th trong mt chng loi sn phm hay dch v no . Khch hng phi cm thy rng h ang c s hu thng hiu . Nu doanh nghip xc nh y l ci ch m h nhm ti th tt c mi hnh thc lin lc v giao tip u phi tp trung cng c tng . Rt nhiu doanh nghip ch gii hn phm vi tng tc vi khch hng trong thng ip qung co v qua giao dch mua bn ti cc im bn hng. H qun mt mt thc t l i khi vic giao tip vi cc khch hng quan trng thng din ra ti cc trung tm lin lc, qua dch v hu mi, vi nhn vin h tr ti hin trng hoc qua chu trnh thanh ton. B phn marketing cn tc ng vo ton b qu trnh tip xc khch hng, v h c xu hng d dng n nhn thng hiu khi h ang mun c mn hng . Khi khch hng ngi trc ti-vi xem chng trnh yu thch ca mnh hay lt web c nhng thng tin mi nht, h thng t quan tm n cc thng ip khuyn mi. Cc quy trnh giao tip khch hng cn c thit k sao cho c th gia tng ti a gi tr thng hiu, m iu ny c th i hi nhng thay i trit trong doanh nghip. Khi Continental Airlines hng hng khng ln th t ca M - bt u ci t cc trung tm lin lc ca mnh vo gia thp nin 90, h chuyn t vic s dng my tr li t ng vi nhng cu ch c ghi m sn v mt dy 65 ch s o lng kt qu hot ng sang tp trung vo cc kt qu v cm nhn ca khch hng vi t tiu chun nh gi hn. iu ny to ra mt bc chuyn dch ng k v mc tha mn v lng trung thnh ca khch hng. Hot ng marketing cn ci thin v khai thc nhng lnh vc ny nhiu hn na to li th giao tip v cnh tranh, ch khng nn ch xem chng nh nhng hot ng n thun.

Nhu cu thit lp cc chin lc knh giao tip tt hn

Cc t chc cn ch nhiu hn n chin lc knh giao tip. Khi s tng tc gia doanh nghip v khch hng tng ln, ngi tiu dng mua dch v, dng sn phm, nhng li tm kim s tha mn thng qua tri nghim mua sm. D bit vic tt qua mt ca hng nh mua hp sa kh c th gi l tri nghim, nhng Tesco tp on bn l ln nht nc Anh - vn t cc l nng bnh trong ca hiu hng thm ta ra t bnh m ti ang nng em li cho khch hng cm gic th gin v thoi mi. Cc doanh nghip cng lun phi u tranh vi mt nghch l: h mun tr chuyn vi khch hng i cu nhng h li s gin on cng vic (v iu ny c th khng em li doanh thu mt cch nhanh chng!). Trong khi , cc trung tm lin lc hay i ng bn hng hiu rt r rng thi gian l tin bc khi h ni chuyn vi khch hng. iu khin cho vic hoch nh v thc hin mt phng php qun l knh giao tip bi bn tr nn ht sc quan trng. S chnh lch v chi ph gia vic s dng chin lc knh giao tip ca hng hng khng gi r v cc hng hng khng tiu chun c th l 10% chi ph vn hnh, hoc thm ch cao hn, cn hng cung cp dch v in thoi di ng Nextel ca M ct gim c ti 30-40% ph dch v m vn tha mn khch hng mc cao nht. Doanh nghip cn khuyn khch khch hng chuyn qua knh thch hp nht mi khi h cn lin lc vi cng ty. Chi ph vn hnh knh, mc dch v v tnh hiu qu l nhng yu t quyt nh vic s dng knh no l tt nht cho tng mc ch khc nhau. Ngoi ra, cc knh mi cng cn c xem xt vi l do: S ngi s dng Internet trn th gii tng 100 ln trong vng 10 nm qua v t trnh cao cc nc pht trin. Chng ta ang chng kin s thm nhp ca Internet vo mi mt cuc sng, t ch c s dng nh mt cng c k thut, gi y hu ht mi ngi u xem vic truy cp mng nh mt phn tt yu

trong sinh hot hng ngy. S kt ni bng thng rng vi chi ph thp gip h lin lc vi cc cng ty bn kia i dng m khng phi tn km l bao. phn ln cc nc chu u v nhiu ni chu , mng ph sng in thoi di ng t n mc bo ha. Bc M, t l s dng in thoi di ng rt cao v cc in thoi di ng a chc nng th h th ba cung cp cho khch hng dch v mua sm, u t cng nh nhiu cng c tm kim v nh v. Bn hon ton c th kt ni nhanh chng t in thoi di ng sang dch v th in t, tr li th in t hoc tm hiu xem giao dch mua bn trn e-Bay c thnh cng khng. Vi cng ngh s dng h thng qun l thng tin, chng my chc bn s c th ni chuyn, gi hnh nh v th in t cng mt lc. Cng ngh nhn din ting ni ang bt u cho php thc hin cc tng tc tin cy, d s dng v hon ton t ng c khch hng nh gi cao. Qun l knh giao tip phi c xem l trung tm trong vic xy dng chin lc pht trin doanh nghip. Cn xy dng cht lng cng nghip v tiu chun hot ng cho cc knh thit lp bo m dch v hiu qu v nng sut cao. Bn cnh , doanh nghip cn khai thc thm cc knh mi. c th mang li li ch cho c khch hng ln doanh nghip, tt c nhng hot ng cn c thc hin theo tiu chun v c t di ch kim sot chi ph nghim ngt hn.

Chuyn sang marketing da trn s phn on v p ng kp thi nhu cu ca khch hng

Doanh nghip cn thay th m hnh bn hng trc y v phi d on nhu cu ca khch hng p ng kp thi nhu cu . C nh vy, b phn marketing mi c th a ra thng ip bn hng ph hp n ng i tng khch hng vo ng thi im khch hng sn lng lng nghe nht. Vic doanh nghip ch bit truyn i cc thng ip khuyn mi vo thi im ph hp vi k hoch marketing ca mnh cn sm dp b. Vic la chn thi im, a ra thng ip bn hng v la chn khch hng s quyt nh hiu qu ca doanh nghip. V iu ny i hi cn c s gp sc ca b phn marketing. Nhim v ca hot ng marketing l gip doanh nghip hiu r hn v khch hng, bo m s kt ni vi khch hng ti cc im tip xc thch hp, o to v hun luyn nhn vin bn hng, tm hiu nhu cu khch hng v a ra phng n tt nht p ng nhu cu . Cc gim c marketing cng cn m bo sao cho b phn dch v v cc b phn h tr khc nm vng cc chnh sch marketing mi nht. C nh vy, hiu qu ca marketing mi c pht huy trit .

Gn kt ton din vic phn khc khch hng vo hot ng ch yu ca doanh nghip
Vic phn khc cn c phi hp hi ha vi cc hot ng v thng ip bn hng chnh ca doanh nghip. tt c mi hot ng u to ra gi tr, doanh nghip cn thc hin thng sut vic phn khc v i thoi tt c cc khu. iu ny c ngha l cc nh marketing phi a ra cc thng ip bn hng v li cho hng cho tng phn khc c th ti tt c cc im tip xc gia doanh nghip v khch hng mc ph hp hn so vi hin nay. Nhng li cho hng cn mang tnh chin lc hn l chin thut v i hi s tham gia tch cc ca tip th mc cao hn. Thi gian v quy m chin lc l hai yu t v cng quan trng. Cp qun l cn nhn thc tnh thit yu ca m hnh hot ng ny. Trong tng lai, khch hng cn c phn khc nh hn v chuyn bit hn vi thi gian p ng nhanh hn. Doanh nghip no p ng nhu cu khch hng chm hoc c phn khc rng s c nguy c tht bi cao. Hot ng phn khc nh vy i hi doanh nghip phi nhn din c th tng i tng khch hng mi ln tip xc. Bn cht tng tc gia khch hng v thng ip cho bn ti mi im tip xc cng cn c nghin cu k lng. Mng li c s h tng cn c trang b nhm m bo hot ng c thng sut. Doanh nghip cng cn tc ng n ton th nhn vin sao cho tinh thn qun tr chin lc ny c xuyn sut trong t chc. VCH RA HNG I CHO MARKETING

Tt c ang t cng tc marketing di nhng sc p cha tng c. Thch thc v tnh hiu qu cng vi p lc gia tng li nhun y marketing ln hng u trong chng trnh ngh s ca doanh nghip, ng thi t b phn marketing v gim c marketing di s gim st cht ch ca gim c iu hnh v cc c ng. Li gii cho bi ton ny l phi to ra mt m hnh marketing mi, trong marketing ng vai tr nhc trng ca dn nhc chung. Cc nh marketing phi xy dng k hoch tip cn khch hng da trn tng phn khc c th, h tr xy dng chin lc knh bn hng, xy dng cc tng cht lng da trn cc gi tr ca khch hng. H cng phi suy ngh v tt c cc im tip xc trong vng i khch hng. Ngoi ra, h cn thit lp cc hot ng marketing vi m mi ln trao cho khch hng mt sn phm hoc dch v no . Tm li, hot ng marketing giai on ny phi c ci t hon ton c th gt hi thnh cng trong k nguyn mi. CI T MARKETING C mt thc t l hu ht cc cng ty hin nay, b phn marketing cha pht huy ht chc nng ca n, thm ch marketing khng c xem nh mt hot ng chin lc. Mt bo co gn y cho bit ch c 13 trong s 100 gim c iu hnh ti 100 cng ty hng u nc Anh (theo nh gi ca t Financial Times v S Giao dch Chng khon Lun n) tng lm vic trong lnh vc marketing v ch 61% trong s 1.000 cng ty hng u chu u c gim c marketing l thnh vin hi ng qun tr. Tuy nhin, kt qu iu tra dn s ca chnh ph Anh cho thy s ngi lm vic trong lnh vc marketing vn khng ngng gia tng. Nghin cu nm 2001 ca Vin Qun tr trch dn mt s pht biu th v ca cc gim c marketing:
Nhng ngi lm marketing ang thiu tm nhn xa mt cch nghim trng. Chng ti thua xa cc nh t vn qun tr. Trc khi cp n k nng thng mi in t, chng ta cn gii quyt cc vn c bn hn, chng hn nh: nhng ngi lm marketing c kin thc v ng tin khng? H c hiu lu chuyn tin mt, chu k hon vn l g khng? Cu tr li l khng.

Khi c hi phi lm g thay i tnh hnh, nhng ngi lm marketing cn c k nng no, h a ra nhng cu tr li cn ng suy ngh hn:
Ngi lm marketing phi c k nng ca mt ch doanh nghip nh, c th l hoch nh chin lc, lp k hoch kinh doanh, ra quyt nh phn b ngun lc, hiu v ri ro... Tm li, h phi c s nhy bn trong kinh doanh. iu m cc nh marketing cn thiu l cc k nng ca mt thc s qun tr kinh doanh. ng lng ph thi gian thu ri li ct hp ng vi cc i l qung co marketing. B phn marketing ang xa ri thc t v khng hiu mnh cn lm g. H vn nh nhng a tr ang chi bi phn sn quen thuc ca mnh, trong khi nhng ngi trng thnh ang lm kinh doanh phn sn bn kia.

Kt qu ln nht ca cuc tranh lun ny l s ra i ca C quan Xc lp Tiu chun Marketing v Bn hng ti Anh. Theo ch o ca chnh ph, c quan ny chu trch nhim xc nh phm vi chc nng mi ca marketing di s h tr ca cc chuyn vin trong ngnh, cc i l qung co marketing, ng thi xc lp cc tiu chun ngh nghip. Vn l cho n lc ny, tt c mi ngi u nhm ln chc nng ca b phn marketing, vn coi xy dng thng hiu, nghin cu th trng, qung co, h tr bn hng l bn cht ca marketing. y l nhng rng ca quan trng ca chic bnh xe, song chng phi c s dng kt hp vi nhn thc rng marketing l lm th no ton b cng ty c th thm nhp th trng vi nhng gi tr m khch hng mun mua. Chng ta hy xem xt mt vn khc, l cc nh marketing hay pht biu mp m, nc i. Khng him khi h ch bo v khch hng v mt hnh thc. Khi c hi im u tin trong hot ng ca h l g, cc gim c marketing lun tr li rng l s hi lng ca khch hng. S trung thnh ca khch hng cng c t ln hng u hoc gn u. Liu y c phi l nhng tn hiu khch l? Cu tr li s l Khng, nu bn bit rng: Phn ln cc gim c o lng s thnh cng bng cc ch s ti chnh ngn hn nh li nhun hng qu.

 Ch c 13% gim c, k c cc nh marketing, ch thn dnh thi gian tip khch hng. Theo s liu ca Cng ty qung co Ogilvy & Mather, cha ti 30% cc cng ty c nhng hnh ng c th nhm ch ng to dng lng trung thnh ca khch hng v 75% thm ch khng bit l do v sao khch hng khng tr li vi h. y khng phi l nhng k lc ng t ho v chng cn c thay i. MNH LNH CA KHCH HNG Chng ta cp n mt s thay i chung trong x hi, by gi hy nhn gn hn mt cht. Li sng theo khun mu c s ng chp nhn theo kiu mi ngi xung quanh u nh vy c ngy cng c khuynh hng nhng ch cho nhng i hi c nhn. Cng vi s chuyn dch theo hng c li cho cc c nhn ring l l s xut hin nhiu la chn phong ph. iu ny mt mt to thun li cho con ngi khi gn nh bt c yu cu c nhn no cng c p ng, song cng to cho ngi ta cm gic cuc sng tht phc tp v lm tng ni bn khon khng bit ci g l thch hp nht vi mnh. Trong lc , nim tin vo cc nh t vn truyn thng sp v mi ngi mun tm kim thng tin cng s tr gip t ni khc. Xu th chung l tin vo nhng con ngi c tht ang sng quanh ta v bt tin tng vo cc t chc. Vn giao tip x hi tr nn quan trng khi n lin quan nhiu hn n vic bn quen bit nhng ngi nh th no, ch khng phi vic bn s hu ci g hay chi tiu nh th no. Trc kia, vic phn khc thng c xy dng trn gii tnh, ngh nghip v thu nhp ca khch hng. X hi ngy nay phc tp hn nhiu v vic phn khc nh vy khng cn hiu qu. Ch trong thp nin va qua c rt nhiu nhm khch hng mi xut hin v mi nhm li c tn vit tt ring. Bobos l giai cp t sn B-hem-mia. Tng lp trung lu mi c hc vn cao ny phn i vic chi tri. H ng h cc sn phm vi v bn ngoi khim tn nhng t tin v cao vn vn ha ca h. Nhng ngi BoBos ci nho khi bit ai mua mt chic xe th thao t tin hiu Porsche, nhng h li sn sng chi n 300 bng Anh ch mua mt chic m un nc. SKIers - ngi tiu xi gia ti ca con ci - l nhng ngi ngoi 50 tui quyt nh hng th cuc sng khi bc vo tui x chiu. KIPPers - con ci trong s bo bc ca b m - l nhng ngi trong tui t 25 n ngoi 30 mt cht, sng cng vi b m v h khng tin thu nh ring, hoc n gin v nh b m tin nghi hn. C th bn cho rng tt c nhng thng tin ny cng th v y, nhng th th sao c ch? Vic g cc doanh nghip phi quan tm n nhng thay i nhy cm ny? Cu tr li l v cc doanh nghip cn nhanh chng thay i cch thc giao tip vi khch hng. Phng php trc y vn s dng hiu qu nay khng th p dng. Nu trc y bn c th ni: y l vic qu v cn lm th gi y bn phi to iu kin thun li cho khch hng bng cu: Mt khi qu v quyt nh th y l cch chng ti c th lm gip qu v. Cc thng hiu tuy khng cn kh nng dn dt mi ngi trong vic xc nh mc tiu, nhng vn c th gip h xy dng chin lc t mc tiu. Cc cng ty nhanh nhy chuyn qung co t ch thuyt phc sang ch can thip mt cch khn kho, kn o vo qu trnh quyt nh ca khch hng. Vic thuyt phc ngy cng tr nn km hiu qu, v th cc cng ty phi chuyn sang cch khc thu ht cc khch hng thng thi, a nghi v hiu bit. qua ci thi khch hng tin tng vo nhng mn qung co vui mt vn chen ngang vo chng trnh ti-vi yu thch ca h. Gi y, khch hng ngy cng t nhiu cu hi nghi ng v h c khuynh hng xem nh s ty no hay tr di tr. Trn thc t, cc doanh nghip ngy cng kh tip cn i tng khch hng ln tui bng hnh thc qung co dng biu tng thng hiu. Nhng phng php thng minh, sng to ca cc i l qung co marketing, chng hn s dng phng php chm bim, c th cn pht huy tc dng i cht, nhng vic xy dng thng hiu thng qua cc phng php truyn thng ang mt dn hiu qu. Tht vy, chng ta c th mnh dn ni rng cng chng ngy nay khng cn xem trng marketing nh trc. Trong thi k m cc chun mc o c c c bit ch trng, cc cng ty trong sch v cc khon u t cao o c kinh doanh ngy cng tr nn ph bin, th ngh marketing hn tt li pha sau. Ngi

tiu dng xem cc nh marketing nh nhng k c hi lun tm cch bt mi ngi mua loi hng ha, dch v m h khng mun v cng khng cn. Th rc l mt v d in hnh. V D V P NG NHU CU KHCH HNG: NGNH M NHC Nu c mt v d v ngnh i u trong vic to ra kiu mu kinh doanh mi th phi l ngnh m nhc. V sao cu trc truyn thng ca m nhc d b tn thng bi tc ng ca Internet n vy? Th nht, sn phm ny c th c truyn i bng in t v khch hng c th t lm ly. iu c ngha l ngi tiu dng d dng phn phi trc tip t khch hng n khch hng. Th hai, y l mt ngnh gii tr nn c rt nhiu c hi cc phng chat pht trin. Vic phn tch ngnh m nhc theo tng phn khc s tn dng c th mnh ca mng ton cu vn c nhiu ng lin kt. S phn tch ny lm pht sinh nhu cu tp hp d liu, qua cc cng ty hiu cn k hn mc phn tch. Vic ny tng bc dn n s chuyn dch sang marketing ly khch hng lm tm im v da trn d liu khch quan. Bn cht marketing thay i. Th hiu m nhc c ln bng xung trm mi thng, thm ch mi tun v c th mi ngy. Hm nay th loi m nhc ny cn hi ra tin, nhng ngy mai nhng khch hng quen thuc ca n c th tm kim th loi m nhc khc. V th, sn phm phi thay i nhanh chng v cch thc giao tip vi khch hng tim nng cng cn lm mi lin tc. Vi s h tr ca Internet, s tng tc ny i hi hot ng marketing phi kt ni vi khch hng theo nhng cch thc m cch y vi nm cn cha ai bit n. Cuc cch mng ny vn cha kt thc khi khch hng cn ti nhc v my iPod v MP3. Ngnh m nhc cn c nhng hnh ng cng rn hn chng li cc cng ty nh Napster(1) nhm trnh tht thot khon thu nhp khng l t tin bn quyn tc gi v y cng l mt ngun lc pht trin mi i vi h. Vic ti nhc v my nghe nhc c nhn vi mt khon ph nh tr nn bnh thng. Ngnh m nhc cn phi mnh dn xc nh li sn phm cui cng ca mnh l dch v, t mi c th thay i phng thc nh gi sn phm. S pht trin v cng ngh v x hi ngy cng tc ng nhiu hn n cng tc marketing trong nhng ngnh ngh khc nhau. Kh nng s dng hiu qu cng ngh l cha kha ca cc nh marketing tng lai v cc cng ty hng u n nhn thch thc ny. H nhn ra rng nu khch hng lin lc vi h v cung cp thm thng tin th c kh nng khch hng s mua hng, mt khi doanh nghip a ra sn phm v dch v ph hp. Nu c t chc khoa hc, mng li tip th da trn s nhy bn v p ng nhu cu khch hng s pht hin ra cc c hi bn hng mt cch chnh xc. MARKETING VI T CCH L MT DOANH NGHIP TRN VN Cch mng marketing khng phi l cc vn ca marketing thc hnh, m l vic nhn bit cc s kin bn ngoi s nh hng nh th no n ton b quy trnh kinh doanh. T nm 1954, Peter Drucker - mt bc thy v qun tr doanh nghip - vit: Hot ng marketing khng ch rng ln hn vic bn hng, m ni chung n cng khng phi l mt hot ng chuyn bit. l ton th doanh nghip nhn t gc kt qu cui cng, hay ni cch khc l t gc quan im ca khch hng. Ngy nay, cc cng ty vn ang t xoay x mt cch vt v xung quanh khch hng. Nu khng em li li ch cho nhn vin, ban qun tr doanh nghip, cc nh cung cp v cc c ng khc, marketing c th bin thnh cy gy p li cng ty, trong khi b phn marketing vn t ho cho mnh l ng. iu quan trng l bn phi cn bng gia k vng ca c cng ty ln khch hng. Trc ht cn hiu marketing l mt thi tinh thn xt gc ton doanh nghip, ngha l trong khi khch hng c xem nh trng ti ti cao trong ngn hn, th v lu di chnh iu s gip khch hng, nhn vin, ban qun tr doanh nghip, cc nh cung cp v ch doanh nghip cng i n thnh cng. Cho d khch hng c lun lun ng hay khng th s tht t nh vn khng cn nhc n l hn. Khng phi lc no khch hng cng l ngi hiu bit v mn hng nh mua, nht l i vi nhng sn phm k thut cao km theo nhiu tnh nng phc tp. i khi vai tr ca marketing l dn dt th trng ch khng phi chy theo sau. Vn then cht l lm sao cn bng li ch gia cc thnh phn lin quan khc nhau. Nhng doanh nghip thnh

cng lun bit tp hp sc mnh ni b bng cch to ra gi tr cho tt c cc c ng, trong khi nhng doanh nghip tht bi khng c c s tp trung ny. Nhng doanh nghip ch l cc b my quan liu cng knh, t chia r thnh cc b phn chc nng ri rc, mi b phn tc chin mt mt trn ring v khng quan tm n bc tranh ton cnh. Vai tr ca nh marketing l hiu r v khch hng nh c ng ca doanh nghip, tr thnh ngi ng h khch hng, lin h cht ch vi cc b phn khc trong cng ty, bi h l nhng ngi hiu r v c th i din cho cc thnh phn lin quan khc. Mt khi nh marketing hiu rng vic to ra gi tr cho khch hng v cc thnh phn lin quan khng ch c thc hin trong b phn marketing, h s phi tham gia vo cc quy trnh quan trng khc trong doanh nghip, bao gm: Quy trnh hoch nh chin lc bng cch hng nhu cu v mong mun ca khch hng vo th mnh v mc tiu ca doanh nghip; Quy trnh sng to thng qua vic u n to ra dng sn phm v dch v mi ph hp vi nhu cu ngi tiu dng; Quy trnh hot ng hiu qu; Quy trnh a sn phm ra th trng, khuyn mi, bn hng, t chc knh tiu th, dch v, quan h khch hng. Trong ba quy trnh u, vai tr ca cc nh marketing c v n gin, nhng h c vai tr lnh o mnh m trong quy trnh sau cng. Khi y vai tr ny cho b phn thng tin, b phn tc nghip hoc knh dch v khch hng, doanh nghip c nguy c nh mt trng tm ca mnh l khch hng yu t vn c tm quan trng sng cn i vi hot ng ca doanh nghip. Xuyn sut cc quy trnh ny l cc quy trnh chc nng khc cng ht sc quan trng: con ngi v t chc, cng ngh, thng tin v ti chnh. TRUYN B TINH THN MARKETING Ph bin thi v tinh thn marketing cho ton th doanh nghip l mt vic ni d hn lm. Bn c th tm thy nhng pht biu v s mnh doanh nghip trn khp cc bc tng vn phng hu ht tr s ca cc cng ty. Mt cng trnh nghin cu kho st 55 cu lin quan n s mnh ca cc cng ty ln nht th gii v khm ph ra nhiu nt tng ng. Tt c u hm cha thng ip chung l lm hi lng khch hng. Tuy nhin, dn nhng tuyn ngn nh th ln tng khng c ngha l chng s ha thnh s tht. V bn cht th cch mng marketing c ngha l ci t marketing. Trc khi cuc cch mng doanh nghip tn cng cc gi tr khch hng, nhn vin, ban qun tr, nh cung cp hay c ng, bn phi ko hot ng marketing ra khi chc nng chuyn mn cng nhc v t vo ng v tr ca n, ng thi xem y l trit l tn ti ca cng ty. l l do ti sao trch nhim ny cn c giao cho gim c iu hnh. Ch c gim c iu hnh v cc thnh vin ch cht trong ban qun tr mi c ci nhn rng ln, bao qut. Tuy nhin, k c trong trng hp th nhng g h hnh dung cng khng ging nhng g khch hng cm nhn. Liu c bao nhiu cng ty c khch hng nm trong ban qun tr? Cc gim c iu hnh ti nng nh Richard Branson ca Virgin, Anita Roddick ca The Body Shop, J. W. Marriott ca tp on khch sn Marriott, hay Terry Leahy ca Tesco u l nhng ngi bit t khch hng v nhn vin vo trng tm ca mi hot ng trong doanh nghip mnh.

Trng hp nghin cu: IBM

y c xem l mt trong nhng v d xut sc khi ni v cch mng marketing. Nm 1992, IBM cng b mc l ln nht trong lch s lc . Lc ny, cng ty khng ch cn mt tm nhn mi, m cn cn cc knh phn phi mi, t tn km hn v hiu qu hn, cng mt b phn marketing bit vic lp khong trng m phng thc bn hng trc tip cn b ng. Khi Lou Gerstner tip qun cng ty hi u thp nin, IBM c tt c cc du hiu kinh in ca mt doanh nghip b m nh bi cc vn ni b, chng hn pht l nhng tn hiu xu ca th trng v hu qu l b i th cnh tranh ging cho nhiu n nng n. Mt trong nhng cu thn ch ca IBM lc by gi l Dch v khch hng vt tri. n nm 1992, cu ny li c ngha l Bo dng my mc ti vn phng ca khch hng, thay v ngh ra cch lm th no cng ngh c th h tr khch hng trong hot ng kinh doanh. Nm 2003, Gerstner nhn thy dch v khch hng bt u mang nng tnh hnh chnh, nh phi chu ng mt cuc hn nhn t lu mt ht nim am m.

Nhiu cng ty ln gp kh khn nghim trng khi h chim lnh th trng mt cch d dng, ri h dn dn b ri khch hng v khng thm quan tm n i th cnh tranh. Th ri h chuyn hng tp trung sang cc quy trnh bn trong, th tc hnh chnh v cc chnh sch ni b. Nh chnh sch marketing hiu qu m doanh nghip ln mnh, nhng khi vng vng ri th doanh nghip li khng tip tc u t cho marketing. Trong trng hp ca IBM, vic ra quyt nh pht chc tr nn chm chp. Cc doanh nghip thnh cng thng c khuynh hng m rng quy m v iu ny lm cho cc quy trnh ni b, cc th tc hnh chnh v vic qun tr tr nn phc tp v mt thi gian hn. Bn cnh , vic chim lnh c th phn ng k bin doanh nghip thnh k t mn. Hng ha vn lin tc bn ra v li nhun t ng chy v m khng cn phi n lc nhiu. Dn dn, doanh nghip khng cn bit vic g ang din ra bn ngoi cnh cng ca mnh. C v nghch l nhng qu l cc cng ty ln thng b tn thng bi chnh cuc chin ni b: cc b phn u tranh ginh quyn lc v cc dng sn phm, cnh tranh vi nhau phc v cng mt khch hng. Cc phng ban thm ch cn t chi chia s thng tin cho nhau. Tinh thn lm vic theo nhm khng c nh gi cao v khng c tng thng xng ng. L ra cc b phn nn hng n mt mc tiu chung m gii kinh doanh gi l nim am m tha mn nhu cu khch hng. Nu khng lm c iu , chnh cc b phn s tan r. Trong nm 1992, Gerstner phi lm hai vic m c hai u ph thuc vo ti nng thin bm ca mt nh marketing bc thy trong ng. Th nht, ng phi tm hiu v vch ra nh hng chin lc a cng ty tr li v tr dn u trn th trng. Th hai, ng phi thay i vn ha cng ty t ch tp trung vo c nhn v ni b vn to ra nhiu ri ro sang tp trung vo cc nhn t bn ngoi, ly tinh thn ng i lm ch da v t li ch khch hng ln hng u. Cuc cch mng chin lc Ngay t lc va nhm chc, Gerstner dnh thi gian tr chuyn v lng nghe kin phn hi t cc khch hng ch yu ca IBM, thng l gim c thng tin ca cc cng ty ln. ng hiu ra nhiu iu. ng nhn ra quan nim thi ca my tnh trung tm ht v gi l thi ca my tnh c nhn l sai lm. ng pht hin thy gi bn ca IBM qu cao, cha k vic giao tip vi IBM rt kh khn v cc knh bn hng ca IBM va chm chp, va thiu nht qun. ng lp tc gim gi my tnh trung tm v ha s sp xp li vic giao hng. ng cng ct gim chi ph v sa thi nhiu ngi do h khng chp nhn tm nhn mi hoc khng th hay khng mun ng gp vo thnh cng ca cng ty. Thnh cng ch thc chnh l s hi nhp. Vi s xut hin ca cng ngh mi phc tp hn, khch hng mun nhn c s h tr t tt c cc b phn khc nhau ca IBM tm ra gii php ti u. c nhiu quyt nh quan trng di thi Gerstner. Trc ht, di p lc chia r b phi trong cng ty, ng gi vng v gn kt cc b phn thnh mt khi thng nht. ng thy danh ting ca IBM l mt li th cnh tranh v khch hng s nh gi cao, nu IBM bit s dng ng cch. Th hai, ng xc nh IBM l mt cng ty dch v vi nhng chuyn gia gii lun cung cp cc gii php tt nht cho khch hng. Th ba, ng nhn ra rng i khi s phi hp vi cc nh cung cp ca IBM s gip nhn vin phc v khch hng tt hn. Th t, IBM cn mt i ng nhn vin tht s tho ngh p ng mi nhu cu ca khch hng. Cui cng, iu ny cng c ch trng hn sau khi IBM mua b phn t vn ca PriceWaterhouse Coopers. Cuc cch mng ca IBM t mt cng ty phn cng chim phn ln ngun cung my tnh trn ton cu thnh mt cng ty t vn tp trung vo vic cung cp gii php cho khch hng c minh ha trong hnh di y. Sau , tm nhn m Gerstner vch ra cho IBM l cung cp dch v thng mi in t cng xut pht t nhu cu th trng. Thng mi in t l vic s dng cng ngh thng tin cch mng ha hot ng kinh doanh, gip cho vic p ng nhu cu khch hng nhanh chng v hon thin hn. ng tin rng IBM c th xy dng cc nguyn tc kinh doanh mi mt ln na vn ln dn u th trng. Cuc cch mng vn ha Gerstner khi u cuc cch mng ny bng vic ku gi mi ngi dng cm i mt vi nhng vn ni b ang lm tn thng chnh bn thn h. Trong bi pht biu gy xc ng trc cc cp qun l, ng nhn mnh rng cn c nhng thay i trong thi . Cc quy trnh cn tr b d b v thay vo l cc quy tc c

tc dng tch cc i vi hot ng ca cng ty, m quy tc s mt l: V tr trn th trng l ng lc thc y cho mi vic lm ca chng ta. ng son tho cun Nng lc Lnh o IBM, trong m t nhng phm cht thit yu nh: Thu hiu khch hng; C li t duy t ph; Khng ngng n lc thnh cng; C nng lc lnh o nhm; Dm ni thng. S thay i ny tuy rt thnh cng, nhng vn cha . mi ngi u hiu rng y l nhng thay i cn thc hin ngay v s tn vong ca cng ty, Gerstner n gin ha cc quy tc v lng ghp chng vo tt c mi hot ng ca cc thnh vin IBM thng qua mt h thng qun tr nng lc gn lin vi ch lng thng xng ng. Hng trm i nhm c thnh lp. Cc trng nhm sn sng n nhn thch thc v to cm hng cho i nhm ca h. Cuc cch mng marketing Cuc cch mng thm lng hn c l l cuc cch mng din ra trong cng tc tip th v bn hng. T ch ch trng phng php bn hng mt-i-mt tuy thnh cng nhng ngy cng tn km, IBM thy rng phi xy dng chin lc phi hp cc knh tiu th mt cch hiu qu hn na nhm nhn din s cn bng gi tr khch hng trong mt th trng ngy cng mang tnh cht hng ha. Theo nh gi ca Interbrand Corporation, u nhng nm 90 l thi im thng hiu IBM c gi tr thp nht mi thi i. Kh khn ca IBM th hin qua vic tt hng xung v tr 248 trong s cc cng ty ln trn ton th gii. Bn cnh vic cng c v pht trin th mnh ca cng ty da trn tng trng ca cuc cch mng thng mi in t, IBM cng sp xp li b phn marketing. H tp hp ngun lc v vn u t, xy dng trang web v t chc cc knh mi nh tip th da trn c s d liu khch hng, tip th trc tip v bn hng qua in thoi. H cn lp ra mt chng trnh hun luyn lin tc to ra v sng lc cc nh lnh o cho c lc lng bn hng trc tip, i tc kinh doanh mi ca IBM v mng li bn hng th cp. Kt qu l n nm 2001, gi tr thng hiu IBM tng t v tr 248 ln v tr th 3 trn ton cu.

To ra hnh trnh khch hng: phng php SPIN

Vy u l nhng yu t cn thit cch mng ha marketing trong doanh nghip ca bn? Nu mt cng ty khng nh rng h ang ly khch hng lm trng tm, h s khng ch dng li vic dn cc cu khu hiu ln tng, m phi tin hnh nhng thay i tht s trong phng php marketing ca mnh. Bng di y s minh ha cch dng phng php SPIN (Situation, Problem, Implication, Need - Thc trng, Vn , Ng v Nhng vic cn lm) cch mng ha marketing m trong trng hp ny l cch mng ha tri nghim khch hng. THC TRNG 84% gim c iu hnh tin rng vic qun l thnh cng cc kt qu hu hnh v cm xc mi khi khch hng tip xc vi doanh nghip l ng lc c bn to ra gi tr. Hng Ogilvy BrandZ kho st 16.000 thng hiu hng u th gii v cng b rng tri nghim khch hng nh hng trc tip n gi tr v nhn thc thng hiu. Bn cnh , cc khch hng ln nht cng gn b vi thng hiu bao nhiu th kh nng doanh nghip chim lnh th trng cng cao by nhiu. Qua thi gian, nhng khch hng cm nhn tch cc c v cm xc (tha mn) ln biu hin (lp li vic mua hng) s c xu hng tip tc mua sm thm na VN Cc phng php to ra v qun l tri nghim khch hng hin nay khng hiu qu v: 1. Rt t t chc coi y l vn cn u tin gii quyt. 2. Cc t chc t vn ny ln v tr u tin li thng ch ngh n tng im tri nghim c th m khng xy dng mi trng cn thit to ra hnh trnh khch hng. H hay t duy theo mt lot cc im tri nghim, trong khi cch lm va khng nht qun, va km hiu qu. L do l h khng tnh n tt c cc yu t tc ng n s tng tc gia khch hng v doanh nghip, chng hn nh con ngi, quy trnh v cng

ngh. iu ny c cng c bng (a) cc phng php nh gi v tng thng ph hp v (b) l trnh pht trin s nghip theo hng chuyn bit ha, ch khng khi qut ha. 3. Vic phn tn quyn s hu khch hng xuyn sut t chc v qua cc knh cho thy doanh nghip va xy dng va hy hoi cc gi tr mc tng ng nhau. 4. Khch hng ngy cng i hi cao hn v mong i nhng kt qu kh quan hn mi ln tip xc vi doanh nghip. Mi lin kt gia li ha ca thng hiu v cc kt qu hu hnh m khch hng tht s tri nghim ti thi im mua sm thng lng lo, t gy hoc v qu kh khn nn khng th thc hin c. NG Cc nh marketing phi tham gia vo ton b hnh trnh m khch hng tri nghim, t pht minh ra cc m hnh hot ng da trn li ch gi tr thng hiu. iu ny phi c thit k t gc khch hng, ng thi phi c trin khai ng b v nht qun trong tt c cc knh phn phi v cc im tip xc thng hiu. Mt phng php nht qun pht trin v thc hin tri nghim khch hng s gip doanh nghip thit lp v cng c mi lin kt gia li ha thng hiu v tri nghim tht s ca khch hng v thng hiu. iu s to ra gi tr, s tng trng v li th cnh tranh cho doanh nghip. NHNG VIC CN LM t mnh vo v tr khch hng 1. Tham kho kin ca mt v khch hng lu nm trong vic nh hng cc quy trnh, b tr nhn s v iu chnh cng ngh nhm to ra kh nng marketing v giao hng lin mch. iu ny s gip doanh nghip thc hin cc cam kt thng hiu mt cch nht qun trong sut hnh trnh khch hng. 2. Thit lp ranh gii tri nghim khch hng hin ti cho m hnh ngi mua trong mt phn khc u tin tt c cc im tip xc thng hiu. So snh kt qu hot ng vi i th cnh tranh mnh nht, bt k thuc lnh vc no. nh hng kh nng marketing v cung cp hng 3. Pht trin m hnh tri nghim khch hng cho phn khc u tin thng qua vic xc nh nhng k vng chung gia khch hng v cc yu t then cht quyt nh thnh cng ti mi im tip xc thng hiu trong sut hnh trnh. Hng nhng yu t ny theo li ch thng hiu, ng thi kt ni kh nng marketing v cung cp hng ti tt c cc im tip xc thng hiu. 4. Pht trin, th im v nh gi m hnh tri nghim khch hng cho phn khc th trng. o lng s khc bit v kt qu thc t vi c tnh thng hiu c k vng mi im tip xc thng hiu. Cch mng ha 5. p dng m hnh tri nghim khch hng m bn chn la, khng ngng tp trung vo mi lin kt hiu qu gia nhng con ngi c th, cng nh kh nng s dng v thc hin cam kt thng hiu mt cch nht qun trong sut m hnh. Khuyn khch v khen thng s hp tc gia cc b phn khc nhau.

CHNG 2:

TH NO L CCH MNG MARKETING?

CNH TRANH KHC LIT Mi trng kinh doanh ngy cng tr nn kh kim sot hn v mt bo co gn y ca hng t vn qun l McKinsey do Huyett v Viguerie thc hin nm 2005 cho bit: s lng cc cng ty nh mt v tr dn u tng gp i ch trong vng 20 nm tnh t gia thp nin 90. Cng ngh mi ang lt nhng cy i th

trong ngnh cng nghip v nhng thay i trong h thng a chnh tr th gii ko theo ln sng ton cu ha mnh m cha tng c. Khuynh hng ny vn tip din cho n ngy nay. S kt hp ca cng ngh mi, s hi nhp ca cc nn kinh t c chi ph sn xut thp vo h thng cung cu th gii, khuynh hng t do ha v t hu ha cng s khai thc c s h tng thng tin lin lc tc ng n tc i mi v ti cu trc cc ngnh cng nghip ch yu. Cc cng ty c v nh ang th thng phong d b tn thng hn c, nht l khi hiu qu hot ng ca h c du hiu gim st. S xung dc m thm nhng khng th cng li ca ngnh cng nghip t Hoa K trong hn 30 nm trc sc p ca cc hng xe chu u v Nht Bn c v cn d chu hn nhng g m cc ngnh cng nghip khc ang i mt. Ti sao vy? Ly v d v chi ph nhn cng. Cch y 25 nm, mt phn ba dn s th gii sng ti n v Trung Quc t nhiu nm ngoi tm nh hng kinh t ca cc nc pht trin. n nm 2005, nhng thnh tu t c trong lnh vc gio dc, thng tin lin lc, cng ngh thng tin, cng vi vic pht trin c s h tng quy m ln ti cc nc ny gip mt s lng nhn cng khng l c c hi tip cn vi nhiu loi hnh cng vic, t lao ng chn tay n lao ng tr c. c hai b i Ty Dng kh m tm thy gia nh no khng s dng cc mt hng in t gia dng c xut x mt phn hoc ton b t Trung Quc. Tc ng ca nhng thay i tng t c phn nh r nt trong th trng my tnh c nhn th gii. u thp nin 90, ngnh my tnh c nhn b c chim bi ba ngi khng l l IBM, Compaq v Apple. Trong vng 15 nm tr li y, nhu cu my tnh c nhn tng mnh n mc gn nh mi ngi u s hu hoc s dng mt my tnh. Bn cnh , xu th mua sm cc thit b k thut s tin tin nh PDA, iPod, my nghe nhc MP3, DVD v ti-vi k thut s ngy cng tr nn ph bin. Kin trc thit b k thut s tng i m khin ngnh sn xut ny tr thnh mt trong nhng ngnh cnh tranh gay gt nht trn th gii. Vy th hu qu ca n l g? Apple Computer ngp ngh bn b vc ph sn trc khi buc phi tin hnh ci t phc v th trng cao cp. Hewlett Packard mua li Compaq nhng cng chi vi sau thng v . IBM quyt nh b cuc v bn mng my tnh c nhn Lenovo cho mt nh sn xut Trung Quc. Hin ti, Trung Quc chim lnh cha n gi tr 5% tng sn phm trn ton th gii. Con s ny thot nghe qua c v khng ln, nhng nu bn bit rng nm 2000, Trung Quc mi ch ginh c hn mt na th phn ny th bn s hiu ngay mi e da tim n sau con s ! McKinsey tng kt bn khu vc cnh tranh khc lit nht l: 1. Cnh tranh t chin ho (Trench warfare) - thng thy nhng ngnh hng hon thin v khng c s khc bit ln nh giy, ni nhu cu ang thu hp li hoc ngun cung tng qu nhanh. 2. Cnh tranh kiu Nhu o (Judo competition) lnh vc ny th ngc li. V tng th, quy m ton ngnh vn ang pht trin, nhng nguy c b lt v b thay th bi mt i th cnh tranh l c tht. Ngnh cng nghip phn mm l v d in hnh. 3. Cnh tranh kinh hong (White-knuckle competition) tn gi ny do Jack Welch - cu gim c iu hnh hng GE t. y l t dng ch nhng ngnh hng ang thu hp li v cc cng ty dn u c t l khch hng thay i nh cung cp cao nh vin thng, trong phng thc gi in thoi qua Internet, s pht trin ca in thoi di ng v s ln ngi ca bng thng rng bin i tn gc nn tng ton ngnh. 4. S n nh tng i c th thy nhng ngnh hng m nhng thay i quan trng trong nhu cu v ngun cung ng t c nguy c e da hn, v d nh ngnh dc phm. THI AN NHN HT Thi an nhn ca marketing qua ri. Khng cn nhng thng ngy thoi mi, d chu khi sn phm c thit k v tung ra hng lot phc v nhu cu ca s ng ngi tiu dng, cn cc nh sn xut c th kt hp nhng phng thc phn phi hng lot, bn hng trc tip v qung co i chng. Trc y, cng vic ca marketing kh n gin. Nu bn l nh marketing v c sn phm tt, bn ch cn gii thiu rm r l s bn c hng. D bn c th va lm va iu chnh i cht nhng chc chn bn s thnh cng. Tic thay, th trng ngy nay thay i. Cc gio trnh v marketing ng tin cy cch y 5, 10 hay 15 nm cn l kim ch nam cho cc cng ty th nay ang bm bi bi khng cn ai mun nhn n chng. Hin ti, sn phm

ch em li mt phn nh li nhun trong chui gi tr v nu ch c s khc bit v sn phm thi th bn kh c th to nn li th cnh tranh bn vng. Bn cn c thm mt ci g nm v dch v/gii php ca phng trnh. V ngi ta ang c gng to im ni bt no thng qua vic cung cp dch v v gii php. Vy phi lm th no y? Ngnh cng ngh thng tin thi k u ch yu s dng m hnh bn hng mt-imt v bn hng trc tip. Trong iu kin li nhun cho php, hnh thc tip th mt-i-mt l loi hnh tip th c th p ng tt nht yu cu c th ca tng khch hng. Lc , doanh nghip phi tm hiu nhu cu khch hng v xut gii php nhm p ng nhu cu . Vai tr ca marketing trong giai on ny l bn hng v h tr khuyn mi, ch khng phi l qung co tng mc nhn bit v xy dng thng hiu. Khi th trng pht trin hon thin hn v mc cnh tranh cng gia tng, chu k sn phm ngy cng rt ngn li v chi ph cng h xung theo. Sn phm cng ngh thng tin tr thnh mt mn hng mang tnh ph thng trong khi bin li nhun b ct gim. Mc d bn hng mt-i-mt vn l gii php cn thit cho nhng giao dch phc tp v/hoc nhng giao dch c gi tr cao, nhng cc knh phn phi gi r nh bn hng qua mng s thch hp hn i vi cc sn phm v dch v ph thng. M hnh bn hng mt-i-mt tr nn qu t i vi cc doanh nghip. Trong khi , ngnh cng ngh thng tin, cng nh nhng ngnh khc nh ngnh bn l tp ha, t, bo him hay l hnh ang l thuc vo vai tr ngy cng quan trng ca nhng ngi trung gian. Gia nh cung cp v ngi tiu dng cui cng c th l mt hay mt vi trung gian. V th, thng tin v khch hng v s hiu bit v th trng ngy nay c xem l v cng quan trng trong vic xy dng v nui dng quan h vi khch hng cui cng. Phng php marketing c khng cn pht huy hiu qu nhiu th trng. Doanh nghip c thm mt s vic cn gii quyt nh m rng knh phn phi, tng thm cc phng tin truyn thng i chng, ci tin cng ngh. V nhiu mt, l s chuyn dch t thi i ca marketing n gin sang marketing phc tp. Th trng ngy cng xut hin thm nhng phn khc nh hn. Cc phng tin truyn thng i chng ngy cng n r. S phn nh vai tr truyn thng ca cc phng tin truyn thng khc nhau cng b ph v. Ly v d cc th qung co vi CD ca cc nh cung cp dch v Internet nh AOL. H to iu kin ngi tiu dng tip cn sn phm, ngha l xy dng thng hiu khng theo cch thc truyn thng. nh hng ca s phn khc ngy cng nh cng vi s thay i vai tr ca cc phng tin truyn thng i chng i hi doanh nghip phi tm ra cch thc tch hp truyn thng hiu qu nht. Thm vo , ngi tiu dng ngy cng tr nn snh si hn: h chn lc cc tit mc trn phng tin truyn thng, vt b hoc xa th rc v hon ton pht l qung co. iu ny khin cho cc nh marketing phi au u. iu ng bo ng l tc thay i ngy cng din ra nhanh hn. Nhng cng vic trc y i hi nhiu ngy thc hin, chng hn nh tnh lng hng tn kho, gi y nh s tr gip ca k thut in t m doanh nghip c th thc hin ch vi mt ci nhp chut. Tnh hnh mi buc cc nh marketing phn ng nhanh nhy vi th trng v h ang s dng cng ngh mi lm iu . p lc v tc v tnh hiu qu buc cc nh marketing phi xem xt nhng phng thc sng to v hiu qu hn trong xy dng quan h vi khch hng. Ni chung, y l mt mi trng y thch thc v hi chng ca mt cuc khng hong lng l hnh thnh trong khong nm n mi nm qua gi tr nn r rng vi nhng biu hin nh: 1. Hot ng truyn thng marketing b tc nghn. Hin nay, trong th trng truyn thng ngy cng c phn khc nh hn ang din ra qu nhiu hot ng m ngay c cc chng trnh qung b tn km, nhm ng i tng mc tiu vn tht bi, khng to c bc t ph v khng th rt ngn thi gian thu hi vn. 2. Marketing dng nh tr thnh u ca cc cuc tranh lun. Marketing phi u tranh v s sng cn ca mnh v chng minh rng n khng phi l mt b phn khng to ra doanh thu v khng cn thit i vi doanh nghip. 3. Cc phng ban trong doanh nghip ang cha sng vo nhau. Cc phng ban li cho nhau trong vic st gim ngn sch khi khng th ct gim chi ph ca mng kinh doanh ch o. Trong lc khch hng cho rng

bt c yu t no lin quan n doanh nghip cng c th l phng tin truyn thng th marketing v dch v li ci nhau tranh ginh ngn sch. 4. Qu nhiu nh marketing cng lm theo mt cch. Hon ton khng c li cho s thay i khi a s cc nh marketing tp trung vo mt phng php c th nghim v kim chng. 5. Nhiu mi quan h ni b, cng nh quan h gia doanh nghip v i l marketing thng khng theo tinh thn hp tc. Khi doanh nghip v i l lm vic vi nhau, h thng khng hp tc n v khng bn no c chin lc, phng php nh lng r rng, v kt qu l khng bn no thc hin ng nh hng ra. O LNG HIU QU MARKETING Cc cng ty ang tr nn km kin nhn i vi cng tc marketing. iu ny c th hin trong nhng bi bo ca cc chuyn gia marketing hng u nh Schultz (nm 2003) v Kotler (nm 2004). Thng thng, vic kim sot hiu qu ca cc khon u t ti chnh, sn xut, cng ngh thng tin hay nhng chi ph mua sm u kh d dng, trong khi rt kh o lng nhng li nhun m hot ng marketing em li. C v nh vai tr ca marketing ngy cng b y xung thp trong bn danh sch nhng cng vic cn u tin. Nm 2004, t chc marketing thng mi hng u ca Hoa K l Hip hi cc nh qung co quc gia (ANA) phi hp vi cng ty t vn Booz Allen Hamilton tin hnh nghin cu khm ph l do v sao marketing b tch ri khi chng trnh ngh s ca lnh o doanh nghip, ng thi xc nh nguyn nhn khin cc chin lc marketing khng th pht huy hiu qu v khm ph nhng phng php tin tin ca cc t chc marketing hng u. Cuc kho st trc tuyn ny c s tham gia ca 370 chuyn vin marketing v cc chuyn vin khc lm vic ti hn 100 cng ty i din cho chn ngnh hng l t, hng tiu dng ng gi, ti chnh, y t, sn xut, dch v, bn l, cng ngh v vin thng. Ngoi ra, nhm nghin cu cn phng vn trc tip cc nh marketing trong nhiu lnh vc khc nhau. Kt lun a ra tht ng ngc nhin. Nhn chung, nhng ngi tr li u tin rng hin nay marketing ng vai tr quan trng hn bao gi ht, song cc nh marketing phi kh khn lm mi c th bt kp s thay i. Cch thc marketing ph hp c cho l yu t then cht i vi thnh cng ca doanh nghip. 77% chuyn vin marketing v 78% chuyn vin khng lm cng tc marketing cng chung quan im nh vy. Con s ny chnh lch i cht ty tng ngnh. Chng hn, trong lnh vc y t, 86% s ngi tr li coi marketing l quan trng, trong khi ngnh t ch c 59%. Cuc kho st xc nh ba nghch l gy tr ngi cho hiu qu ca cc t chc marketing l: 1. Trn 75% s ngi ph trch marketing v nhng nh qun l khc ca hn 1/2 s cng ty ni rng mc d vai tr ca marketing tr nn quan trng hn i vi cng ty h trong vng nm nm qua, nhng chng trnh lm vic ca b phn marketing v gim c iu hnh vn khng n khp vi nhau. 2. K vng cao hn v hiu qu marketing thc y gn 70% cng ty t chc li b phn marketing gn nh cng mt lc. Mc d vy, v tr ca gim c marketing vn cn chung chung, m h ch khng r rng nh cc b phn khc trong cng ty. 3. Cc cng ty mun thy nhng kt qu c th ca cc chng trnh marketing. 66% s ngi tham gia cuc kho st cho bit mt trong nhng nhu cu ln nht ca b phn marketing l phi c mt bng phn tch ng tin cy v thi gian thu hi vn. Mc d vy, phn ln cc cng ty vn ang s dng cc tiu ch thay th, v d nh mc nhn bit, thay v dng ch s v thi gian thu hi vn. Khi tm hiu thm v l do gy nn s chnh lch ny, Booz Allen Hamilton th so snh cch nh gi ca cc nh marketing v nhng vn then cht v nhng ng gp ca h vi cch nh gi v ng gp ca cc lnh o cng ty, c th l so snh gia nhng im u tin ch yu ca gim c iu hnh v nhng im u tin ca cc nh marketing. Theo y ban Hi ngh Hoa K, bn u tin hng u ca cc gim c iu hnh l: S tng trng ca sn phm ch o (52%). Tc , tnh linh hot, kh nng thch ng vi thay i (42%). Lng trung thnh ca khch hng v kh nng gi chn khch hng (41%). S khuyn khch sng to (31%).

Mt cuc kho st kin cc gim c iu hnh ton cu mi y ca IBM cng khng nh rng s tng trng li nhun v quan h thn thit vi khch hng chim v tr quan trng trong lch lm vic ca h. Kt qu kho st ti M cho thy cc nh marketing c v khng xem trng mt s u tin ny. Lch trnh lm vic ca cc nh marketing c v kh xa l so vi lch lm vic ca cc gim c iu hnh trong mt vi lnh vc. Tuy tiu im ca marketing vn cn mang tnh chin thut, nhng p lc phi o m c hiu qu marketing ngy cng ln. Trong cuc kho st ti Anh ca IBM, ng u danh sch cc mi quan tm ca gim c marketing l hiu qu marketing. Nhu cu gii trnh hiu qu ca marketing v quy trnh phn hi thng xuyn ci tin hot ng marketing l ht sc cn thit, v chi ph marketing thng chim khong 6% doanh thu m theo mt kt qu kho st nm 2003, 1.000 cng ty hng u ang b ra trn 250 t -la cho vic thc hin v qun l cc hot ng marketing. Cc doanh nghip ti Anh cng tiu tn t nht 40 t bng Anh mi nm cho cc hot ng truyn thng marketing. Trong mt cuc kho st khc ca IBM, cc chuyn vin marketing cao cp c yu cu nh gi thch thc theo ba cp mnh, trung bnh v yu, trong mnh l thch thc c tc ng trong ngn hn n doanh nghip. Trn 70% s ngi tr li cho rng kh nng o lng hiu qu marketing l mt thch thc ln. Ch c 3% cho rng hiu qu marketing khng lin quan nhiu lm n cng vic ca h. Khi c yu cu nu ba thch thc hng u i vi hot ng marketing trong ngn hn, mt ln na nhng ngi tr li xem hiu qu marketing l thch thc quan trng nht. Gn 2/3 s ngi tr li cho rng vic o lng hiu qu marketing l mt trong ba thch thc hng u, trong hn 1/2 ngi tr li xem l im quan trng nht ca b phn marketing. Mt s nghin cu v hi tho chuyn mn v vai tr ca marketing i vi hot ng ca doanh nghip cng xc nhn iu ny. Mt trong nhng l do khin cc cng ty ngy cng xem trng hiu qu marketing l v h hiu rng h cn chin thng ginh ly nhng khch hng gi tr cao. Ni cch khc, bn cn phi tp trung vo 10-20% khch hng c th gip bn lm nn s khc bit, m yu t lm nn s khc bit gia ngi dn u th trng, ngi th hai v ngi th ba thng pht xut t th phn do mt nhm nh cc khch hng gi tr cao mang li. o lng hiu qu marketing khng phi l vic d dng. Vn l hot ng marketing s phn nh thi gian thu hi vn nh th no, nu ch da trn mt s tnh ton chi ph li nhun, iu c th chp nhn c cc b phn chc nng khc trong doanh nghip. nh hng ca marketing rt kh ong m, nht l nhng tc ng di hn. Chi ph s th hin ngay, nhng cc li ch tc th do marketing mang li thng khng r nt. Thm vo , nh ngha v cc php o lng v i tng o lng trong hot ng marketing c th lm vn tr nn phc tp hn. Liu mt php o c th bao qut ht mi hot ng marketing khng? N tnh n tt c cc im tip xc khch hng cha? Trn thc t, vic o lng hiu qu marketing khng ch dng li hiu sut hot ng ca doanh nghip. Trong mi nm qua, rt t ci tin v cc ch tiu marketing c ghi nhn. Nu trong lnh vc ti chnh, c hai yu t hon vn v u t u c quy thnh cc con s c th, th trong marketing, cc yu t nh lng (nh chi ph trn mi n v sn lng tng thm) phi cn i vi cc yu t nh tnh (nh mc nhn bit v sn phm c trong ngn hn ln di hn). Cc ngnh ch yu da trn mi quan h khch hng vi cc sn phm ring bit (nh dch v ti chnh v t) c khuynh hng s dng hnh thc o lng mc nhn bit v doanh nghip v hnh nh doanh nghip; cn cc ngnh t tip xc vi khch hng (nh thc phm v bn l) ni marketing ch to s khc bit gia cc sn phm ph thng - li ph thuc nhiu hn vo th phn, tc tng trng v li nhun. Mc d cc hnh thc o lng ny u c c s vng chc, nhng tht kh gii thch v thuyt phc cc nh qun l khng c qu trnh lm vic lu di trong ngh marketing. Nhiu cng ty ch ly mt ch tiu chnh, chng hn nh t l khch hng thay i nh cung cp trong lnh vc in thoi di ng, v xem l tiu ch marketing iu s c cng b trong bn bo co thng nin ca h. IBM phi hp vi OgilvyOne thit k mt khung marketing hiu qu vi tn gi Ma trn hiu qu trong hot ng marketing. Theo m hnh ny, hiu qu marketing c nh gi da trn ba tiu ch l nh hng, lin tc v theo di.

nh hng l m bo sao cho chin lc marketing lun bm st m hnh kinh doanh, v d xc nh cc khon chi theo tng thi im, chin lc knh phn phi, chin lc truyn thng, xy dng v duy tr thng hiu Tnh km hiu qu ca mt chin lc marketing hoc marketing hn hp thng bc l t giai on nh hng chin lc kinh doanh. C th ni chin lc l im khi u c bn ca quy trnh hoch nh th trng. Lin tc l m bo rng khi c t vo ng ch th mi th u phi hot ng trn tru, lin hon, nht qun v hiu qu. y l cc ch tiu o c hot ng ca doanh nghip. Mt v d l th ghi im marketing dng trong Dch v T vn Doanh nghip ca IBM dng nh gi nhiu tiu chun hot ng khc nhau ca cc b phn trong doanh nghip. Theo di nhm m bo rng chng ta nhn thc c tm quan trng ca cc phng php tin tin v ang p dng chng vo mi mt ca cng tc marketing, thng qua quy trnh, thng tin, cng ngh, c cu t chc v cc ch s. iu ny c ngha l doanh nghip khng ch ly cc b phn ni b v i th cnh tranh lm thc o, m phi ly cc doanh nghip xut sc nht trn ton th trng lm chun. C nhiu cng c gip cc nh marketing qun l nhng lnh vc ny, trong phi k n cc phng php nh gi marketing quan h khch hng v marketing tch hp, nh Cng c nh gi Qun tr Khch hng do IBM v mt cng ty con ca OgivlyOne thit k. HY THA MN NHU CU KHCH HNG Marketing l nhn din v tha mn nhu cu, c mun ca khch hng. iu cn suy ngh y l mt khi chng ta to ra cc khch hng c tha mn nhu cu th chng ta c li g hay khng? iu c lm cho khch hng trung thnh hn khng? Liu iu c khin khch hng tim nng chn la sn phm hay dch v ca chng ta hay khng? C th l khng. Mc d cc doanh nghip b ra s tin khng l cho nhng cuc kho st v mc tha mn khch hng, song c mt thc t l cc nghin cu th trng vn khng th d on mt cch chnh xc s trung thnh ca khch hng. Nhiu cuc kho st v mc tha mn khch hng ch tp trung vo cc giao dch, m hon ton khng xt n li cam kt ca thng hiu v s gn b ca khch hng vi thng hiu. Cc khch hng du hi lng vi mt nh cung cp vn tm hiu nhiu nh cung cp khc tm sn phm hay dch v tt nht. H vin ra mi l do khng lin quan g n sn phm hay dch v, m ch v s tin li, ngun hng cung ng c sn, hoc chnh sch bn hng ci m. Hin ti, hu ht cc cng ty chu u u t nhiu hng li t cc quy nh ca quc gia v Cng ng chu u. Cc cng ty cch y vi nm cn l cng ty nh nc c khuynh hng chu nh hng bi cc quy nh nhiu hn. Chng ta hy xem iu g lm khch hng hi lng trong cc ngnh ny, khi doanh nghip c th v p lc ca chnh ph m th hin rng h lun gim st nhng g h mang li cho khch hng. V c bn, cc doanh nghip trong khi ny c hai s chn la. Th nht l lm hi lng khch hng, doanh nghip phi kim tra xem cc giao dch v mi lin h gia khch hng v nh cung cp c t nhiu lm khch hng hi lng khng. Cc thng tin cn c thu thp ngay sau mi ln giao dch chng t cho cc c quan c thm quyn rng h tun th mt quy trnh nht qun o lng v ci thin tnh hnh. La chn th hai l quay v nhng gi tr c bn, ngha l doanh nghip s tp trung vo nhng g khch hng cn phc v, xc nh li ha sao cho gn vi kh nng p ng nhu cu nht, cng nh xc nh xem li ha c c thc hin khng. La chn th hai ngy cng c a thch hn v l do kh n gin. Trc ht v khi c o ni ng giy, kt qu bao gi cng kh quan hn. Thm na, ngy nay chng ta c th s dng cc k thut tip th thng qua c s d liu to ra mt bc tranh kh chnh xc m t nhng g xy ra trong tng giai on tip xc vi khch hng. iu ny s gip cc doanh nghip tp trung vo nhng im cn ci tin, hoc ngc li - t b vic tha mn nhu cu l i, c bit ca mt vi khch hng no . Ly v d v mt lnh vc chu s iu tit gt gao ca cc quy nh l lnh vc chm sc y t. Khch hng n gp bc s vi mt s triu chng bn ngoi. Bc s hoc nh t vn s da trn chn on. Tip theo, bc s hoc nh t vn (i khi cng vi bnh nhn) s chn la cch iu tr thch hp. Cui cng l t iu tr m

kt qu c th l tt, cng c th l khng. Nu nhng d liu ny c ghi li y , chng ta c th ni liu quy trnh chn on v iu tr bnh c hiu qu i vi bnh nhn hay khng. iu ny quan trng hn vic ghi li xem bnh nhn c phi xp hng ch n lt khm khng. Trong trng hp bnh nhn phi ch c tun l t mt cuc hn vi bc s hoc nh t vn, hoc iu tr mt cn bnh no , th vic tr hon li l chi tit ng lu . Ghi li s tha mn ca khch hng cng ging nh ghi li thi gian ch khm bnh vy. Lc , chng ta c th bit c nhn vin tip tn c d chu khng, bc s c lm bnh nhn cm thy bt lo u trong qu trnh chn on bnh khng (bt k bnh c thuyn gim hay khng). iu ny c th gy ng nhn. Nu bn c lng lng lm vic m khng gii thch g vi bnh nhn, c th bn s b xem l bc s hng xong. Ngc li, nu bn kho lo trong giao tip vi khch hng nh s dng cc k nng i thoi sc so, bnh nhn s nh gi bn rt cao v bn c th tip tc kinh doanh mt thi gian trc khi bnh nhn pht hin ra rng mt s ca iu tr ca bn khng em li kt qu nh ha, hoc ni n gin hn th bn l mt bc s chuyn nui bnh. Mt yu t c bit ti t trong vic tha mn khch hng l n c th li cc ngun lc v c cng tc qun tr ra khi mc ch ban u ca nh cung cp, thm ch cn khin doanh nghip khng bit mc tiu c t c hay khng. Trong ngnh dch v, mc tiu l lm cho bnh nhn cm thy khe khon hn, l o to mt sinh vin hoc em li nhng khon li nhun cao t tin u t. Trong ngnh t, gc nh sn xut, mc tiu l lm ra mt chic xe hi an ton, t tn chi ph bo tr bo dng, v gip cho vic di chuyn t im A n im B c thc hin an ton, ng gi. gc dch v, mc tiu l gip khch hng thu hi chic xe h hng trong cc v va chm mt cch nhanh chng v an ton, ng thi cung cp mt chic xe thay th thch hp khch hng s dng trong thi gian ch sa cha. C nhng ngnh ngh m yu t o lng s hi lng ca khch hng l mt phn trong dch v ch yu, chng hn nh tnh chnh xc v gi gic ca xe la v my bay. y, khch hng thng cho rng vic khi hnh ng gi khng quan trng bng vic n ni ng gi. Trong thc t, cm t dch v khch hng cn c chuyn thnh tri nghim khch hng. Ban qun tr cn quan tm n tri nghim di hn, ch khng ch l tri nghim n l qua mi giao dch. iu ny rt quan trng v thi gian o lng cng di, ban qun tr cng phi tp trung nhiu hn xem sn phm hay dch v tht s hiu qu vi khch hng nh ha khng. Thi gian o lng cng di, ban qun tr cng phi tp trung nhiu hn xem doanh nghip vi mc tiu, quy trnh, h thng v nhn vin c tht s ch trng vic tha mn nhu cu khch hng khng, hay ch lm h tm hi lng trc mt. Hin nay c mt tin vui cho cc nh marketing l tiu im ca hot ng ny ang c m rng v o su, trong mi ngi u c vai tr cung cp v h tr sn phm hay dch v, k c nhn vin sn xut, nhn vin giao dch khch hng, nhn vin ph trch nghin cu, xy dng thng hiu v qung co. Cch lm ny mang mi ngi n gn nhau hn, ng thi khuyn khch mi ngi u t thi gian tm hiu c m v k vng ca khch hng. Phng php ny gi ln nhiu tng quan trng i vi marketing. Quan h khch hng c th ch ko di mt thi gian v da trn mt dch v ban u hay l mt thi gian di s dng sn phm hay dch v, nh iu tr y t di hn, gio dc, bo dng xe hi, cc khon u t di hn D trong trng hp no th bn cng cn ghi li mt cch chi tit v tt c nhng g xy ra, t tnh hung, cch x l n li ha ca bn vi khch hng. c bit trong mt s ngnh, nh dch v ti chnh v y t, cc cng ty phi lu gi nhng d liu nh th. Mc d b phn marketing p dng tiu chun o lng vic tha mn khch hng, nhng cc nh qun l vn c th ch trch cc hot ng di hn ca h, cha k ban qun tr cng ty thng s tp trung vo cc tiu chun sai lm v cc tiu chun o lng trong ngn hn. iu ny li lm cho hot ng di hn ca h tr nn kh khn hn. PHN ON V P NG NHU CU KHCH HNG

Nh cung cp c th cng vi khch hng chia s nhng thng tin hu ch v d nh tng lai ca c hai bn. iu ny c gi l phn on v p ng nhu cu khch hng. Tn gi ny c v i trc thi i do hin nay hnh thc marketing ny cha ph bin lm, d n bt u xut hin v ang c p dng nhng cng ty c cc trang web cho php khch hng ni ln nhu cu ca mnh v tm kim nhng thng tin m h mun nhn, nh Amazon chng hn. Mt s ngn hng cng thu thp thng tin v d nh ca khch hng v cng vic ny thng do b phn t vn ti chnh m nhim. Nhng thng tin ny s c chuyn sang b phn giao dch ca ngn hng v c s dng qun l khch hng. Hnh thc marketing ny vn cn giai on s khai, bi nhiu nh marketing tin rng h t lm th tt hn. Lp lun ca h l: Chng ti - nhng nh marketing thng thi - s thu thp d liu lin quan n bn. Chng ti s phn tch thng tin, lp h s v bn, sau s ni cho bn bit sp ti bn mun g. Dng pht trin cao nht ca hnh thc tip th ny l tip th kch cu, nhng l kch cu da trn d liu v nhng vic khch hng va mi lm, nh hi thng tin, thc hin giao dch, mua hng, ch khng phi nhng vic h d nh s lm. V th, cch lm ny khng c hiu qu vi nhiu khch hng. Thm ch, nhiu khch hng t chi khng mun cung cp thng tin v d nh ca h cho cc t chc ln, bi h cho rng cc t chc ny s khng s dng thng tin mt cch hiu qu. Vi hnh thc marketing phn on v p ng nhu cu, doanh nghip s phn on khch hng bng cch tm hiu xem h l ai, h suy ngh th no v d nh lm g. Sau , doanh nghip s chuyn nhng thng tin thu thp c thnh mc tiu hnh ng. Vic ny s gip doanh nghip xc nh xem nn phc v nhm khch hng no, yu cu ca khch hng l g, h mong mun c sn phm hay dch v nh th no, vo lc no Tip theo, doanh nghip s p ng nhu cu khch hng bng cch cung ng th m khch hng cn (hay sp cn) vo ng thi im v theo ng gi tr. iu ny c thc hin ngay lc ny v c trong tng lai thng qua cc knh thch hp, c nhng knh hin ang s dng v nhng knh s c s dng. Mi chi tit s c iu chnh nu cn, trong khi doanh nghip vn thu c li nhun cao. Khch hng s phn ng ra sao? H s tm hiu v doanh nghip xem doanh nghip hoc t chc no c th cung cp hng ha v dch v gn vi mong i ca h nht (c hin ti v trong tng lai). H nghin cu xem doanh nghip no c th s dng ng cc thng tin v nhu cu ca h v p ng nhng nhu cu mt cch tt nht. H nghin cu chi tit nhng li cho mi ca doanh nghip, cc knh phn phi, gi tr, dch v trc v sau bn hng. H cn dng nhng d liu thu thp c d hi thng tin, mua hng, cung cp thng tin c nhn ca h cho doanh nghip, pht trin quan h vi ni h mun nhn v s dng dch v. iu ny tri vi cung cch hin nay l a s doanh nghip vn s dng d liu trong qu kh v hnh vi v nhu cu ca khch hng d on tng lai. D liu trong qu kh ch c th p ng tt cc nhu cu qu kh, cn cc nhu cu tng lai ch c ng chng vi sai s ln, bi chng da trn cc thng tin tng hp s lc thi qu. Nu bn dng mn bnh pizza xc xch rc thm tiu trong ba ln i n nh hng th vn khng c ngha l bn s gi li mn ln th t. Phn ln cc doanh nghip t ra yu km trong vic phn on v p ng nhu cu v cc m hnh phn on hnh vi khch hng ca h khng ph hp: chng khng to iu kin khch hng by t suy ngh ca mnh. Tt nhin, nhng cng ty khai thc tt cc phn tch d on nhu cu da trn hnh vi qu kh ca khch hng c nhn (nh chui thi gian hay d liu v nhm khch hng tiu biu da trn cc khch hng tng t) s c kt qu marketing tt hn nhng cng ty khai thc km hoc khng lm g c. Nhn b ngoi c v nh h p dng nhng phng php tin tin trong vic phn on v p ng nhu cu khch hng, nhng tht ra tiu chun tuyt i ca h rt thp so vi mc thnh cng m h nhm ti. Tuy nhin, khch hng li nh gi cao nhng doanh nghip ny, mc d nh gi ny ch c tnh cht tng i, v phn ln cc doanh nghip cung cp nhng sn phm hay dch v khng st vi nhu cu ca khch hng. Marketing da trn s phn on v p ng nhu cu khch hng i hi doanh nghip phi bit s dng thng tin v khch hng mt cch nhy bn v kho lo hn. N cng i hi doanh nghip phi c phong cch phc v theo yu cu v kh nng p ng nhanh chng, thng minh trc cc nhu cu ca khch hng, khng ch trong nhng cuc tip xc thng ngy, m c trong vic iu chnh ngn sch marketing (tc l qun tr ngun

lc marketing) v iu chnh li ch tng th cho bn cho khch hng (tc l qun tr marketing doanh nghip). Trong nhng ngnh ngh m gi tr sn phm v dch v c quyt nh bi cc s kin v khch hng (nh cc hot ng kinh doanh) hay s kin c tnh cht chu k ca t chc v c nhn (nh ngnh ngn hng hay vin thng), khch hng s ni cho nh cung cp bit sp ti h d nh lm g v h s cung cp nhng d liu ny u n. Trong lc , nh cung cp phi thng xuyn phn on v p ng nhu cu khch hng, cng nh b sung d liu v khch hng mi vo d liu khch hng hin ti ln k hoch cung ng sn phm hay dch v. Sn phm hay dch v cho bn s c bo cho khch hng, ng thi khch hng s c php tc ng n cch thc cho bn sn phm hay dch v , c v thi gian cung ng, phng thc t hng, cc hnh thc giao hng v c nhng iu khon thanh ton. iu ny s mang li li ch to ln cho khch hng, v h s tn t thi gian, cng sc v chi ph c c ci mnh mun. H cng s mua c cc sn phm hay dch v ph hp hn vi nhu cu ca mnh. V pha nh cung cp, li ch do hnh thc marketing ny mang li l hiu qu hn v chi ph, c th phn ln hn v li nhun cao hn. NH GI MARKETING Mt trong nhng kt lun u tin rt ra t cc nghin cu v trng hp thnh cng v tht bi trong marketing l: thnh cng, doanh nghip phi n lc vn ng, ch khng th ch trng ch vo sc mnh cng ngh. Cng ngh l yu t cn thit nhng khng phi l th quan trng nht. Mt bc th vit tay hay thm ch mt n ci ng lc, ng ch cng c th li n tng tt p hn l hng lot th qung co. Nguyn nhn gy tc nghn hot ng ca doanh nghip gn nh lun lun l cc vn kinh doanh, ch khng phi cc vn h thng. Vn c th nm khu qun tr chng trnh hoc khu thc hin. Mc d chin lc l ng, nhng vic khai thc tt nng lc v thi gian ca cc b phn khc nhau nhm t kt qu mong mun li rt kh khn. i khi vn nm khu son tho chin lc, nu ban qun tr cp cao hiu sai v bn cht m hnh kinh doanh. Chng hn, h c inh ninh rng khch hng mun c mt quan h qua li su sc, trong khi a s khch hng ch n gin l mun chn c cc sn phm v dch v tt nht. Khng c mt gi nh no (c hai chiu) v mi quan h gia quy trnh kinh doanh ca cng ty v vic s dng cc nh cung cp bn ngoi (t t vn n cc dch v thu ngoi). Khuynh hng hin nay l thu nhn cng bn ngoi, khng ch cho nhng cng vic lin quan n h thng v c s d liu, m c cho mng dch v. Cc cng ty thnh cng y l cng ty bit cch qun l cc nh cung cp bn ngoi, kt hp h vi nhau v vi ni b cng ty to thnh i nhm lm vic nhm t c kt qu mong mun. H cng bit rng cn chn cc nh cung cp da trn kh nng cung ng nhiu loi dch v khc nhau, ch khng ch da trn h thng v kh nng lm vic trong mt i nhm ln hn. Cc cng ty thnh cng cng ph v mt trong nhng phng thc c h nht: tch bit gia nghin cu th trng vi qun tr c s d liu khch hng. H bit kt hp c hai mng ny hiu v khch hng su sc hn. H khng ch qun l ngun thu thp thng tin ch yu v khch hng to ra kt qu tt nht cho cng ty, m lun ngh n li ch ca khch hng. Nu khch hng cung cp tt c nhng thng tin ny cho chng ti, th d n danh, nhng thng qua cc thng tin c nhn hay thng qua cc giao dch v hi p, h s cm thy th no v vn ny? Cc thng tin ny s c s dng nh th no? H c cho php chng ta s dng thng tin khng? H c nhn thy li ch g khng? Cc thng tin ny c kt ni cht ch nh cc knh phn phi v phng tin truyn thng m cng ty s dng, sau khi tnh n hiu qu v vi s cho php ca khch hng. Cc nh qun tr cp cao cng ph v nhng quy nh truyn thng v vic nn s dng knh no hay phng tin truyn thng no cho mi cng vic c th, v xem tt c cc knh v phng tin truyn thng nh nhng phng cch qun l doanh nghip trong hot ng giao tip vi khch hng, v ngc li. Chin lc a knh s thay i khi tnh cht cc knh thay i v vic hoch nh truyn thng s dng cc phng tin truyn thng trung lp hnh thnh. Nu lm ng cch, b phn marketing s khng lm cho ngi khc cm thy kh chu v t c nguy c tr thnh bia n ca nhiu nhm khch hng v i khi cn l chnh ph.

 cc cng ty c lnh o tt, cng tc marketing thng c hiu theo ngha rng nht, tc l mt trch nhim ln c c ban qun tr cp cao chia s. Trch nhim ny da trn cc tng marketing chung r rng (khng ch l chc nng marketing), dn dt tt c cc kha cnh ca marketing, t xy dng thng hiu, tip th trc tip, n xy dng quan h khch hng, bn hng hay tip th ti nh phn phi... Tt c gn b mt thit vi nhau cng to nn thu nhp cho cng ty, pht trin ng sn phm cho khch hng, gi chn v thu ht thm cc khch hng tim nng, ng thi chng t gi tr ca marketing vi hi ng qun tr, khch hng v cc thnh phn lin quan khc. NH HNG MARKETING THEO LCH LM VIC CA CNG TY Trong lot bi vit cng b nm 2004, Hyde, Landry v Tipping - ba chuyn gia v marketing thuc hng t vn chin lc v cng ngh Booz Allen Hamilton xut nm bc tin hnh cch mng marketing nh sau: 1. Chn mt m hnh marketing ph hp vi t chc ca bn v nng lc lnh o ca ban iu hnh. Cc nh cung cp dch v marketing chu trch nhim iu hnh mt s lng nh nhn vin v qun l dch v marketing tp trung, chng hn nh dch v truyn thng. H cng iu phi quan h marketingdch v vi cc nh cung cp. Cc nh t vn marketing s iu hnh b phn marketing doanh nghip. H gip nh hng k hoch marketing theo ng chin lc doanh nghip, bo m tun th cc quy nh v tn thng mi v cc quy nh v h thng nhn din thng hiu, cng nh iu phi vic chia s cc phng php tin tin trong doanh nghip. Nhng ngi thc y doanh nghip pht trin l nhng ngi lm vic cht ch vi gim c iu hnh thc y s pht trin doanh nghip. H nh hng chin lc thng hiu, khuyn khch cc k hoch pht trin kinh doanh mi cng tinh thn sng to v i mi trong doanh nghip. H cng gip nng cao nng lc marketing da trn cc thc o v thi gian thu hi vn. H c gim c iu hnh trao quyn nh hng chc nng v nhn s marketing theo ng lch trnh ch o ca doanh nghip. Tha thun vi gim c iu hnh v hp ng marketing v lin tc i chiu vi tnh hnh thc tin. Do cc tiu ch marketing mi t chc khc nhau, vai tr marketing mi cng ty cng khng ging nhau, nn nhng ngi qun l b phn marketing c th s khng hiu r rng v mc tiu v quyn hn ca h. Hp ng marketing l mt cng c hiu qu gip h xc nh quyn hn lm vic. Cc im chnh trong hp ng l: Lch trnh: bt k mc tiu l g, cc nh marketing v gim c iu hnh vn phi thng nht v phng php v lnh vc cn u tin. Nu khng c s h tr trn vn ca gim c iu hnh, b phn marketing khng th hot ng hiu qu c. Kim sot: c th b phn marketing khng cn kim sot hon ton cc yu t sn phm, gi c, phn phi, khuyn mi, nhng vn c nh hng mnh m n cc yu t . V d nu nhim v ca b phn marketing l hoch nh v thc hin chin lc v gi, th h phi c quyn hn no trong cc quyt nh lin quan n gi. Kt qu: khi xem xt doanh thu, tin li, th phn, t l chuyn i, thi gian thu hi vn hay bt c kha cnh no trong hot ng kinh doanh v marketing, cc nh marketing v gim c iu hnh phi thng nht v thc o mc thnh cng. Nu khng xc nh r cc mc ca k vng, gim c iu hnh c th mt kin nhn khi theo di tnh hnh. Tnh minh bch: cc cng ty hay lnh vc m marketing khng c cc thnh tch ni bt trong qu kh, iu quan trng l b phn marketing phi bit cch marketing vai tr ca mnh. Tuy marketing lun c vai tr ni bt trong cc ngnh nh hng tiu dng ng gi, nhng cc nh marketing vn phi i mt vi mt thch thc khng km phn kh khn chng t s tn ti ca h l cn thit. Dng nh tt c mi ngi y u l chuyn gia marketing nn h c v xem thng chc nng ca marketing. Trong trng hp no th iu quan trng cng l s ng h ca gim c iu hnh i vi cng tc marketing trong doanh nghip. 2.

3. Lin kt vi cc b phn khc trong doanh nghip. Vai tr ca marketing l s pha trn gia kim sot v to nh hng. Doanh nghip cn hng dn b phn marketing phi hp vi cc b phn chc nng khc, nh bn hng, nghin cu v pht trin, a sn phm hay dch v ra th trng. C cng ty s dng hnh thc hi m t xa gia cc thnh phn lin quan chnh trong bt c quyt nh no. iu quan trng l phi hiu ranh gii gia trch nhim (tc l nhng g thuc v bn) v nhng vic bn cn to nh hng. 4. Thc hin lch trnh nng cao nng lc marketing. Marketing ang b cht vn v nhiu mt, c bit l vn pht trin nng lc marketing. iu quan trng l marketing phi a ra c c s v mc thi gian thu hi vn mt cch chnh xc. Phng php ny kt hp gia vic thu thp v nh gi d liu, quyn quyt nh, thc hin v kh nng t c kt qu ra, ngha l tt c nhng g tp trung vo mc tiu tng doanh s. 5. xut nhng tng ln v chp nhn ri ro. Nhim v ca marketing khng ch l h tr cc sng kin hin c, m cn l xut nhng tng c th to nh hng mnh m n vn mnh ca doanh nghip. Cc nh marketing phi lun nui dng tinh thn sng to. Chc nng ca marketing cng khng nn ch gi gn trong vic thc thi cc hng dn v h thng nhn din thng hiu, lm qung co hay v nng cao mc nhn bit, m cn phi pht trin cc d n kinh doanh mi, nm bt cc c hi mi v lnh o qu trnh hi nhp trong ton t chc. QUN L HNH TRNH KHCH HNG Vic qun l tri nghim khch hng nn l tiu im ca cc d n tip th, bn hng v dch v, c bit l nhng cng ty c cc trung tm giao dch ln, hoc cc cng ty s dng nhiu knh qun l khch hng khc nhau. Bn cht ca hot ng ny l qun l tt c cc yu t gp phn vo tri nghim khch hng bao gm nhng yu t tc ng trc tip nh dch v h tr, cc chng trnh khuyn mi v, nu cn, c thng hiu sn phm. Ngoi ra, cn c cc yu t gin tip hn nh phng thc cung cp sn phm hoc dch v thng qua (hoc phi hp) vi bn th ba, cch to ra nhu cu thng qua cc hot ng ca doanh nghip, thng qua hot ng truyn thng v quan h cng chng, thng qua cc khch hng khc bng qung co truyn khu v thm ch l thng qua i th cnh tranh. y l mt tm nhn hp nht vt ra khi ranh gii tip th, bn hng, dch v, cng nh cc knh truyn thng v phn phi khc nhau. Ni chung, phm vi ca n rng hn khi nim qun tr quan h khch hng. Tuy nhin, tm nhn hp nht ny thng b b qua. Ngay c nhng cng ty c gng qun tr tri nghim khch hng thng qua cc trung tm lin lc cng gp kh khn do th trc tip khng n tay ngi nhn, hot ng ca cc chi nhnh b trc trc Du sao, vic tp trung vo ton b tri nghim khch hng v mt mi, d ch l mt trung tm lin lc n gin, cng rt c li, bi n gip doanh nghip tp trung cao vo khch hng. Mt iu cn lu y, c bit vi ngnh dch v, l phn ln khch hng khng quan tm n chng trnh tip th hay n lc bn hng, m l chnh cc hot ng ca doanh nghip. V d, nu bn l khch hng ca mt ngn hng, mt cng ty in thoi di ng hay mt hng hng khng, bn s dnh phn ln s ch cho cc hot ng ca cng ty. Khi gi in thoi di ng, iu bn quan tm l cuc gi c thc hin c khng, ng truyn c tt khng, cuc gi c b ngt qung gia chng khng, cuc gi c c n b bng cch tr tin trn ha n khng Khi bn n ngn hng, bn c phi xp hng khng, bn ch i trong bao lu, bn c phi in vo mt mu n phc tp khng, vic thanh ton c din ra ng thi hn khng. Cn nu bn i my bay, bn mun bit gi v th no, v c c giao ng hn khng, vic t v qua mng c thc hin c khng, c phng ch sn bay khng, my bay c ct cnh v h cnh ng gi khng, phi hnh on c kinh nghim khng, thc n th sao Ngha l 1.001 vn lin quan n cng ty ni bn s n mua sm hay s dng dch v. Cc cng ty hng u thng xuyn s dng d liu v t nht mt trong nhng kha cnh ca tri nghim khch hng qun l khch hng. T l khng nhn cuc gi l du hiu bo trc s mt lng tin ni khch hng v yu t c cc cng ty s dng mt cch h thng. Ngha l thng tin c sao chp

vo mt kho d liu v s c o su phn tch cng vi cc thng tin khc, qua nhn din sm nhng khch hng ng gi c th sp sa ri b cng ty. Nhng tri nghim ny ch l phn nh ca mt tri nghim rng hn l hnh trnh khch hng. Vn quan trng y chnh l thi gian. Mt hnh trnh l mt lt ct thi gian thng qua tri nghim khch hng. Tri nghim l mt chui cc s kin v rt nhiu chui s kin hoc hnh trnh c mi lin h mt thit vi nhau. Tri nghim ngn nht din ra khi khch hng vo mt trang web, gi in hi thng tin hay ch l ng tc m ra v c bc th cho hng m bn gi qua bu in. y l mt phn ca chui s kin di hn nh mua sn phm hay dch v v bn thn vic mua sn phm hay dch v li l mt phn trong hnh trnh s dng sn phm. C th cc hnh trnh c di thi gian bng thi hn ca hp ng, v d nh tri nghim thc t v mt cng ty in thoi di ng hay cng ty bo him xe hi trong thi gian hp ng c hiu lc. Cng c th cc hnh trnh c thi gian ko di, thm ch n sut i, v d nh hnh trnh ca khch hng vi cc cng ty bo him nhn th, ngn hng v cc nh bn l m khch hng c khuynh hng trung thnh trong mt khong thi gian di. Mt trong nhng hnh trnh di nht l hnh trnh v mt chng loi sn phm n din ra trong sut thi gian khch hng s dng chng loi sn phm . Hnh trnh cng di, cm nhn ca khch hng v hnh trnh cng gn vi cm nhn ca h v thng hiu. Nhiu khch hng bit rng l hai khi nim ring bit, nhng nhiu khch hng nh ng c hai th, v mt khi khng hi lng v tri nghim mua sm, h lp tc chuyn sang mt nh cung cp khc. Ly v d v mt khch hng bay thng xuyn trong nhiu nm lin, ri sau vng mt trong mt thi gian di. Hng hng khng lin h h xung bc thp nht trong hng mc u i dnh cho cc khch hng bay thng xuyn. Vy li than phin l g? L Anh khng nh trc y ti hng Vng ?. Cu tr li thng gp nht l Khng. Thng tin ny khng c trong h thng giao dch khch hng trc tip ca cc hng hng khng, d vn c trong c s d liu v s tng tc vi khch hng y c c nh theo kiu my mc da trn thng tin v chuyn i hin ti, ch khng phi mt hnh trnh sut i. Qun tr hnh trnh khch hng mt cch h thng l kht vng i hi n lc v qu trnh tch hp d liu ln thng qua cc hot ng khc nhau nh nghip v, tip th, bn hng v dch v. Tuy khng phi lc no cng cn c gng nhiu nh vy, nhng y l vic nn lm v n c th to ra li th cnh tranh v gip bn tr nn khc bit so vi cc i th khc. Thng thng, nhng nghin cu th trng s cho bn bit iu ny c ng lm khng, hay cc khch hng tt nht ca bn c tng thng bn v vic bng cch li vi bn lu hn hoc mua sm nhiu hn khng. S KHI U CA CCH MNG MARKETING C th ni hin nay marketing khng h khe mnh, m ang m nng, hay t nht th c th ang bc l nhng triu chng ca bnh tt. Cc nh marketing bit rng c iu g khng n, nhng khng bit dng th thuc no cha tr. Cc cng ty cng cm nhn c s au n bn trong c th v thc rng h cn ra tay sm, nhng li khng r phc iu tr s phi nh th no. Marketing hin nay vn ly ngi bn lm trng tm nhm gip doanh nghip tiu th nhiu hng ha hn, song iu ny khng th p dng cho tt c mi lnh vc. Trong tng lai, tiu im ca marketing s l ngi mua, ch khng phi ngi bn. Chc nng ca marketing cn thay i theo hng to iu kin khch hng mua sm nhiu hn. Lc , c th h s khng mua hng ca bn, nhng bn vn c c hi xy dng quan h vi h mt cch tt p v su sc hn trc y. V c bn th y l mt dng khc ca quan h khch hng. B phn marketing s phi tn nhiu thi gian iu chnh vai tr quen thuc ca mnh v c l phi mt n 20 nm tin hnh mt cuc cch mng nh th ny. Hin ti, cc doanh nghip ang nm gi v kim sot mt lng thng tin khng l v khch hng, cn trong tng lai, thng tin ny s do khch hng kim sot. Khch hng ch cung cp thng tin cho doanh nghip khi no h mun v theo cch thc h mun. V th, iu quan trng l doanh nghip cn vn xa

hn tm nhn hn hp ca khch hng hin ti vn ch tp trung vo giao dch gn nht. Doanh nghip cn s dng nhiu knh tp hp mt ci nhn y v chi tit v nhiu giao dch khc nhau. V d, h s kt ni nhng ln mua sm c nhn, mua sm cng vi gia nh v mua sm th yu (do ngi khc thay mt cho khch hng chnh thc hin) to ra bc tranh hon chnh v khch hng. Mt cch iu tr hu hiu i vi cn bnh ny l t khch hng lm trng tm trong ton b qu trnh qun tr quan h khch hng. y c xem nh mt loi thuc dng trong trng hp khn cp. Khng may l cn bnh ny kh phc tp v loi thuc ny tuy khng sai, nhng li cn c ung km vi vi loi thuc khc. Nhn b ngoi, qun tr quan h khch hng c v l mt sn phm cng ngh ( c cng ty bn c s d liu khi thc hin mt chin dch qung co mang tn qun tr quan h khch hng trong 90 ngy). Khng t cng ty ngh n gin l ch cn u t mt s tin ln vo phn cng v phn mm qun l khch hng th kh khn s t nhin bin mt. Th nhng khc phc trit vn ny, h cn phi ung mt vin thuc v t chc, mt vin v nhn s v mt lot thuc khc na. i khi, d bn khng ung nhm thuc, nhng vn c th xy ra mt s tc dng ph v mt cn au u mi xut hin. Chng ta hy tr li im cp phn trc l c cu t chc: chn dung tng phng ban th no, h c qun l ra sao, nn tng quyn lc u nu xt theo cch thc ra quyt nh, khuynh hng v hnh ng ca ban qun tr cp cao. Vic thay i mt phn trong cu trc khng ch dn n vic thay i nhng b phn khc, m cn c th gy ra s mt cn i. Bn ng ngh rng lm cch mng marketing l ch cn t im qua loa bn ngoi hoc dng gii php gi cao nh kh. Mc d phng php qun tr quan h khch hng ca bn khng c g sai, song cng nh y hc, ngay c mt i ng chuyn gia cy ghp ti gii nht th gii cng khng th gip g cho bnh nhn, nu b phn cy ghp b c th o thi. CC GII PHP TIN TIN Cc gii php tin tin nht c th p dng hiu qu bn cp : 1. Xc nh mc tiu. Cc mc tiu kinh doanh r rng da trn tinh thn ch o ca thng hiu s thc y nhng tng truyn thng phong ph. Hu ht cc im tip xc u c th t c mt lot mc tiu nh hnh thnh tng, xy dng quan h, kch hot bn hng, dch v h tr, tri nghim v sn phm iu ny i hi doanh nghip phi st cnh bn b phn marketing iu chnh mc tiu, c th l mc tiu v sn lng v cc thc o trong mi quan h vi khch hng. 2. Nhn thc v s dng cc im tip xc. tng truyn thng khch quan s gip cc im tip xc tr nn tch cc hn. Cc nh marketing cn i chiu nhng im tip xc ny vi tt c cc mc tiu, ng thi xem xt marketing trong bi cnh tri nghim khch hng rng hn. 3. nh gi v thc thi cc gii php truyn thng. tng truyn thng phong ph s sn sinh ra cc gii php sng to; mc cng tc cao hn s gip cng vic c tin hnh nhanh chng v hiu qu hn. Cc b phn theo di tri nghim khch hng nh tip th, trung tm giao dch qua in thoi u phi tham gia vo qu trnh ny. Cc chng trnh truyn thng marketing t ph lun bit kt hp quy trnh thc hin vi cc phng tin truyn thng theo mt cch thc mi. 4. Hc hi t vic thu thp v s dng d liu. Mt c cu lp k hoch v nh gi tng th cho tt c cc im tip xc, cc b phn v phng tin truyn thng s gip doanh nghip chia s kin thc v thng tin. Mun t hiu qu cao hn, marketing cn hiu ng v i tng ca tng b phn trong doanh nghip. Ch khi tp trung vo cc yu t trn, doanh nghip mi to ra c cc sn phm v dch v st vi nhu cu khch hng. Theo nghin cu ca E.piphany hng t vn hng u trong lnh vc qun tr quan h khch hng - th cc cng ty vn cha thnh cng lm trong vic li ko v thuyt phc khch hng. 3% l t l khch hng giao dch v mua sm thng xuyn di tc ng ca chng trnh marketing do doanh nghip ch ng tin hnh. y l tiu chun chung cho mi ngnh; 20% cho cc giao dch lin quan n cc s kin;

 40% l t l giao dch do khch hng ch ng tin hnh.Chng ti d on rng cc ch tiu ny c th ln n 100%, nu khch hng ni cho bn bit h mun g (hoc s mun g) v bn thc hin theo mun ca h. Ngha l nu bn kho lo hn trong vic qun l khch hng th thnh qu m bn thu c s rt ng k.