o c l cc tiu chun v cch hnh x chi phi t cch ca cc c nhn, nhm v cc t chc kinh

doanh. So vi cc chc nng khc th marketing l mt lnh vc c nhiu kh nng pht sinh cc vn v
o c. Sau y l nhng mc tiu m nhng ngi lm marketing phi nm bt cng nh nhng iu vi
phm o c m h lm t c nhng mc tiu ny:
o Xy dng s nhn thc. Quy ry khch hng ht ln ny n ln khc bng thng ip ca mnh, sn sng xm
phm s ring t ca khch hng nu cn thit.


o Gip cc sn phm v dch v ca cng ty ni bt trong m ng. Cng iu cc im tch cc v che giu
nhng im tiu cc bng mt v ngoi p, bt mt.


o Khuyn khch khch hng mua hng. Ha hn vi khch hng qu mc.


Cc mu qung co thng mc phi cc vn v chun mc o c theo nhn nhn ca cng chng. C bao
nhiu mu qung co trn truyn hnh m bn xem c cnh li xe rt u? C bao nhiu mu qung co v ngn
hng v th tn dng khuyn khch t do vay mn tiu dng c nhn? Cc mu qung co ny ni nhng li l
ht sc khoa trng: "Hy tn hng mt k ngh l tng. Th tn dng ca chng ti s lm cho iu tht d
dng". ng bao gi bn tm rng qu nhiu ngi sn sng n nn, v y l nhng ngi c nhiu kh nng
hng ng qung co nht. c bit, nhng mu qung co nhm n tr em dn n nhiu li than phin ca
cng chng.

p lc c ch khin cc nh qung co thi nhau h ho, thm ch i qu ngng c x o c. ng
thi, Internet cng m ra nhng lnh vc quan tm mi, ng ch nht l thu thp v s dng tri php thng tin
ca khch hng.

Mc d nhiu nc, chng hn nh M, ban hnh lut cm nhng hnh vi v o c trong marketing, song r
rng l nhng lut ny s chng bao gi kim ch c tt c mi nhiu hnh vi xu di danh ngha marketing.
Ch nhng nguyn tc o c tt p trong phm vi cc cng ty, ngnh cng nghip v cc nhm chuyn nghip l
kh nng lm iu . Theo cng ty Ethics Quality th "Cc nguyn tc o c hot ng nh mt chic my lc
du trong c my marketing: chng lc cc tp cht du c th lm cho c my hot ng. Tt c cc cng ty cn
nhng nguyn tc o c lc b bn cht khng tt ca thng trng cnh tranh c th nhm n, thu ht
v gi chn nhng khch hng tt cho cng ty". y l mt li khuyn c gi tr.

Tht kh xc nh r liu khch hng ngy nay c cn kh chu v marketing hn so vi trc y hay khng, hay
liu khch hng ngy nay sn sng thng thn by t kin mi khi bt bnh. Ch bit rng, trong bt c trng
hp no i na th s thiu o c cng khin b phn marketing khng c c mt danh ting tt, thm ch lm
cho danh ting ngy cng lu m thm. Tnh hung khng hay ny chc chn s lm gim t l sinh li trn vn u
t cho marketing. V vy, mt trong nhng th thch ca cng tc marketing l ci thin nim tin ca cng chng vo
cc cuc truyn thng marketing.
Cch hiu qu nht t c iu l m bo rng mi hnh thc h tr bn hng, qung co, nh gi, v
mi hnh vi s dng thng tin ca khch hng u phi ph hp vi mt chun mc o c cao. Cc th thch
c m t trong chng ny c ngha quan trng. Ba trong s - gi ng li ha, nh gi v gii trnh trch
nhim, v c x hp o c - l nhng th thch bn trong, ca ring cng ty v thuc s kim sot ca cc nh
qun l cng nh nhn vin.
Nhng kh khn ny s c gii quyt nu mi ngi n nhn chng mt cch nghim tc. Nhng thch thc
khc bn ngoi v kh gii quyt hn thng qua hnh ng trc tip. Chng hn, mt mnh cng ty khng th thay
i s tht rng thng tin gia h v khch hng ngy cng bo ha. H cng khng th loi b s hn lon trong
qung co v h tr bn hng vn cn tr truyn thng marketing. Tuy nhin, ngay c nhng kh khn ln hn cng
c th vt qua nu c chin lc marketing hiu qu v sng to.