NHNG VN C BN CA MARKETING

1. Nhng khi nim ct li ca marketing

2. Qun tr marketing
3. Nhng inh hng pht trin ca marketing

1. Nhng khi nim ct li ca marketing
C nhiu cch nh ngha Marketing khc nhau. Marketing l qu trnh t chc
lc lng bn hng nhm bn c nhng hng ha do cng ty sn xut ra.
Marketing l qu trnh qung co v bn hng. Marketing l qu trnh tm hiu v
tha mn nhu cu ca th trng. Hay Marketing l lm th trng, nghin cu th
trng tha mn n. Chng ta cng c th hiu rng Marketing l cc c ch kinh
t v x hi m cc t chc v c nhn s dng nhm tha mn nhu cu v mong
mun ca mnh thng qua quy trnh trao i sn phm trn th trng.
Theo Philip Kotler th marketing c hiu nh sau: Marketing l mt qu trnh
qun l mang tnh x hi, nh m cc c nhn v tp th c c nhng g h
cn v mong mun thng qua vic to ra, cho bn v trao i nhng sn phm c
gi tr vi nhng ngi khc.
Khi nim ny ca marketing da trn nhng khi nim ct li: nhu cu, mong
mun v yu cu, sn phm, gi tr, chi ph v s hi lng, trao i, giao dch v cc
mi quan h, th trng, marketing v nhng ngi lm marketing. Nhng khi nim
ny c minh ho trong hnh sau:


Nhu cu, mong mun v yu cu
T duy marketing bt u t nhng nhu cu v mong mun thc t ca con
ngi. Ngi ta cn thc n, khng kh, nc, qun o v ni nng thn. Ngoi
ra ngi ta cn rt ham mun c ngh ngi, hc hnh v cc dch v khc. H
cng c s a chung nhng mu m v nhn hiu c th ca nhng hng ho dch
v c bn.
S liu thng k cho thy, trong mt nm, 249 triu ngi M c th tiu dng
hay s dng 67 t qu trng, 2 t con g, 5 triu my sy tc, 133 t km hnh
khch du lch ni a bng my bay v hn 4 triu bi ging ca cc gio s i hc
Anh ng. Nhng hng tiu dng v dch v ny ra yu cu phi c hn 150 triu
tn thp, 4 t tn bng vi v nhiu loi t liu sn xut khc.
Cn phn bit r cc khi nim nhu cu, mong mun v yu cu. Nhu cu ca
con ngi l mt trng thi cm gic thiu ht mt s tho mn c bn no .
Ngi ta cn c thc n, qun o, ni , s an ton, ca ci, s qu trng v mt vi
th khc na tn ti. Nhng nhu cu ny khng phi do x hi hay nhng ngi
lm marketing to ra. Chng tn ti nh mt b phn cu thnh c th con ngi v
nhn thn con ngi.
Mong mun l s ao c c c nhng th c th tho mn nhng nhu cu
su xa hn . Mt ngi M c nhu cu thc n v mong mun c c mn
hamburger, c nhu cu v qun o v mong mun c b Pierrre Cardin, c nhu
cu v s qu trng v mun c mt chic xe Mercedes. Trong mt x hi khc th
nhng nhu cu ny li c tho mn theo mt cch khc: Nhng ngi th dn c
tho mn cn i ca mnh bng chim cnh ct; Nhu cu v qun o bng mnh
kh; S qu trng bng mt chui vng v c eo c. Mc d nhu cu ca con
ngi th t, nhng mong mun ca h th nhiu. Mong mun ca con ngi khng
ngng pht trin v c nh hnh bi cc lc lng v nh ch x hi, nh nh
th, trng hc, gia nh v cc cng ty kinh doanh.
Yu cu l mong mun c c nhng sn phm c th c hu thun ca
kh nng v thi sn sng mua chng. Mong mun tr thnh yu cu khi c sc
mua h tr. Nhiu ngi mong mun c mt chin xe Mercedes, nhng ch c mt s
t ngi c kh nng v sn sng mua kiu xe . V th cng ty khng nhng phi
nh lng xem c bao nhiu ngi mong mun c sn phm ca mnh, m iu
quan trng hn l phi nh lng xem c bao nhiu ngi thc s sn sng v c
kh nng mua n.
Nhng im khc bit nu trn lm sng t nhng kin ph bnh thng
thy ca nhng ngi ln n marketing l nhng ngi lm marketing to ra nhu
cu hay nhng ngi lm marketing d d mi ngi mua nhng th m h khng
mong mun. Nhng ngi lm marketing khng to ra nhu cu, nhu cu tn ti
trc khi c nhng ngi lm marketing. Cng vi nhng yu t nh hng khc
trong x hi, nhng ngi lm marketing c tc ng n nhng mong mun. H c
v tng l chic xe Mercedes s tho mn nhu cu v a v x hi ca con ngi.
Tuy nhin nhng ngi lm marketing khng to ra nhu cu v a v x hi. H tc
ng n yu cu bng cch lm ra sn phm thch hp, hp dn, va ti tin v d
kim cho nhng ngi tiu dng mc tiu.
Sn phm
Ngi ta tho mn nhng nhu cu v mong mun ca mnh bng hng ho v
dch v. Thut ng sn phm y c hiu l c hang ho ln dch v. Ta nh
ngha sn phm l bt c th g c th em cho bn tho mn mt nhu cu hay
mong mun. ngha quan trng ca sn phm vt cht bt ngun khng phi t
vic s hu chng, m chnh l t vic c c nhng dch v m chng em li. Ta
mua mt chic xe khng phi ngm nhn n m v n cung ng vn chuyn. Ta
mua mt ci bp khng phi chim ngng m v n m bo dch v nu nng.
V vy cc sn phm vt cht thc s l nhng phng tin m bo phc v chng
ta.
Thc ra th dch v cn do nhng yu t khc m bo, nh con ngi, a
im, cc hot ng, t chc v tng. Nu ta cm thy bun th ta c th n
mt cu lc b hi kch xem mt din vin hi biu din, gia nhp cu lc b c
thn (t chc) hay chp nhn trit l sng khc nhau ( tng). V th ta s s dng
thut ng sn phm m ch sn phm vt cht, sn phm dch v v nhng
phng tin khc c kh nng tho mn mt mong mun hay mt nhu cu. i khi
ta cng s s dng nhng thut ng khc nhau thay cho sn phm, nh hng ho,
yu t tho mn hay ngun ti nguyn.
Cc nh sn xut hay phm sai lm l ch trng n cc sn phm vt cht
ca mnh hn l n nhng dch v m nhng sn phm thc hin. H ch ngh
n vic tiu th sn phm ch khng phi vic m bo gii quyt mt nhu cu.
Th nhng mt ngi ph n li khng mua cc sp mi, m b ta li mua mt
nim hy vng lm p cho mnh. Ngi th mc khng mua mt ci khoan, m mua
mt l khoan. i tng vt cht ch l mt phng tin bao gi mt dch v. Cng
vic ca ngi lm marketing l bn nhng li ch hay dch v cha ng trong
nhng sn phm vt cht, ch khng phi l m t nhng tnh cht vt l ca chng.
Nhng ngi bn ch ch tm n sn phm vt cht ch khng phi nhu cu ca
ngi tiu dung l ngi mc bnh thin cn marketing.
Gi tr chi ph v s tho mn
Trong s rt nhiu nhng sn phm c th tho mn mt nhu cu nht nh,
ngi tiu dng s la chn nh th no? Gi s, hng ngy mt ngi phi i lm
xa 3 dm. C mt s sn phm c th tho mn c nhu cu ny: patanh, xe p,
xe gn my, t, taxi v xe but. Nhng phng n ny to nn mt tp kh nng
la chn sn phm. Gi s ngi mun tho mn mt s nhu cu ph thm trn
ng i lm, c th l tc , an ton, thoi mi v tit kim. Ta gi l tp nhu
cu. By gi th mi sn phm c mt kh nng khc nhau tho mn nhng nhu
cu khc nhau ca ngi . Chng hn nh xe p th chm hn, km an ton v
tn sc hn l t, nhng li tit kim hn. D th no i na th ngi cng
phi quyt nh sn phm no s m bo tho mn nhu cu y nht.
Khi nim ch o l gi tr i vi khch hng. Ngi s nh gi kh nng
ca tng sn phm tho mn tp nhu cu ca mnh. Anh ta c th xp hng cc sn
phm t loi tho mn nhiu nhu cu nht n n loi tho mn t nhu cu nht.
Gi tr l s nh gi ca ngi tiu dng v kh nng chung ca sn phm tho
mn nhng nhu cu ca mnh.
Ta c th yu cu anh ta hnh dung nhng c im ca mt sn phm l
tng i vi nhng nhim v . Anh ta c th tr li rng sn phm l tng s
a anh ta n ch lm trong giy lt vi s an ton tuyt i, khng mt sc v chi
ph bng khng. Khi gi tr ca mi sn phm thc t s ph thuc vo mc n
gn vi sn phm l tng .
Gi s rng anh ta quan tm hng u n tc v s thoi mi khi i lm.
Nu anh ta c s dng min ph bt k sn phm no trong s , th ta c th
on trc c l anh ta s chn t. Nhng by gi mi ny sinh vng mc: chi
ph mua t ln hn nhiu so vi chi ph mua mt chic xe p, do anh ta
s phi t b nhiu th khc (c gi tr) mua t. V th anh ta s xem xt gi tr
v gi c ca sn phm trc khi anh ta chn. Anh ta s chn sn phm no to ra
gi tr ln nht trn mt ng USD.
Cc nh nghin cu v hnh vi ca ngi tiu dng ngy nay vt ra ngoi
khun kh cht hp ca nhng gi thuyt kinh t v cch thc ngi tiu dng xt
on gi tr v la chn sn phm.
Trao i, giao dch v cc mi quan h
Vic con ngi c nhng nhu cu v mong mun v c th gn cho cc sn phm
mt gi tr vn cha ni ln ht c ngha ca marketing. Markerting xut hin
khi ngi ta quyt nh tho mn nhng nhu cu v mong mun thng qua trao i.
Trao i l mt trong bn cch ngi ta c c cc sn phm.
Cch th nht l t sn xut. Ngi ta c th t gii quyt cn i bng cch
sn bn, nh c hay hi lm tri cy. H khng cn phi quan h vi bt k ai
khc. Trong trng hp ny, khng c th trng v cng khng c marketing.
Cch th hai l cng ot. Nhng ngi i c th cp git hay nh cp
thc n ca nhng ngi khc. Nhng ngi khc khng c li g ngoi tr mt
iu l khng b thng.
Cch th ba l i xin. Nhng ngi i c th n xin ngi khc thc n. H
khng c th g hu hnh trao i, ngoi tr li cm n.
Cch th t l trao i. Nhng ngi i c th em n ngi khc tin, loi
hng ho khc hay dch v i ly thc n.
Marketing pht sinh t phng thc kim sn phm th t ny. Trao i l
hnh ng tip nhn mt sn phm mong mun t mt ngi no bng cch a
cho ngi nhng th g . Trao i l mt khi nim quyt nh, to nn mng
cho marketing. Trao i ch xy ra khi tho mn iu kin sau:
1. t nht phi c hai bn.
2. Mi bn phi c mt th g c th c gi tr i vi bn kia.
3. Mi bn phi c kh nng t giao dch v chuyn giao hng ho
ca mnh.
4. Mi bn u c quyn t do chp nhn hay khc t li ngh
ca bn kia.
5. Mi bn u tin chc l mnh nn hay mun giao dch vi bn
kia.
Nu c nm iu kin ny th mi c tim nng trao i. Cn vic trao i c thc
s din ra hay khng l cn tu thuc vo vn hai bn c th tho thun c
nhng iu kin trao i c li cho c hai bn (hay ch t cng khng c hi) so vi
trc khi trao i. Chnh v ngha ny m trao i c xem nh l mt qu trnh
to ra gi tr, ngha l trao i thng lm cho c hai bn c li hn trc khi trao
i.
Trao i phi c xem nh l mt qu trnh ch khng phi l mt s vic.
Hai bn c xem nh l tham gia trao i nu h ang thng lng i n
mt tho thun. Khi t c mt tho thun th ta ni giao dch din ra. Giao
dch l n v c bn ca trao i. Giao dch l mt v mua bn nhng gi tr gia
hai bn. Ta c th on chc rng: bn A a cho bn B vt X v nhn li vt
Y. Tuy nhin giao dch khng i hi phi c tin nh mt trong nhng gi tr c
mua bn. Giao dch trao i hng c ngha l ngi ny a cho ngi kia mt chic
t lnh v nhn mt chin TV. Giao dch hng i hng cng c th l mua bn dch
v thay v hng ho, nh khi m lut s vit mt t di chc cho bc s i ly
vic khm bnh
Giao dch i hi phi c mt yu t: t nht c hai gi tr, nhng iu kin thc
hin c tho thun, thi gian thc hin tho thun, a im thc hin
c tho thun. Thng thng c c mt h thng lut php hu thun v bt buc
cc bn giao dch phi thc hin ng cc phn cam kt ca mnh. Giao dch rt d
lm pht sinh mu thun do hiu lm hay c tnh. Khng c lut hp ng th mi
ngi s thiu tin cy vo giao dch v tt c u b thua thit.
Cc doanh nghip theo di cc v giao dch ca mnh v phn loi chng
theo mt hng, gi c, a im v nhng bin c khc. Phn tch doanh s bn l
vic phn tch ngun gc doanh thu ca cng ty theo sn phm, khch hng v a
bn
Giao dch khc vi chuyn giao. Trong chuyn giao bn A a cho bn B vt X nhng
khng nhn li vt g hu hnh. Khi bn A a cho bn B mt mn qu, mt khon
tin tr cp hay mt khon ng gp t thin, th ta ni l mt v chuyn giao
ch khng phi giao dch. Dng nh marketing ch gii hn vic nghin cu giao
dch ch khng phi chuyn giao. Tuy nhin hnh vi chuyn giao cng c th c
tm hiu qua khi nim trao i. Thng thng ngi chuyn giao c nhng k vng
nht nh i vi vic tng qu, nh nhn c mt li cm n hay c thy ngi
nhn c nhng hnh vi tt hn. Nhng ngi quyn gp qu chuyn nghip hiu rt
r ng c c i c li ca nhng nh ho tm v mi h n d cc bui l. Gn
y nhng ngi lm marketing m rng khi nim marketing n bao hm
nhiu vic nghin cu hnh vi chuyn giao cng nh hnh vi giao dch.
Theo ngha chung nht th ngi lm marketing ang tm cch to cho c
hnh vi phn ng t pha bn kia. Mt cng ty kinh doanh th mun phn ng l
hnh vi mua hang, mt ng vin chnh tr th mun phn ng l hnh vi b phiu,
nh th th mun phn ng l hnh vi theo o, nhm hot ng x hi th mun
phn ng l hnh vi chp nhn tng ca mnh. Marketing bao gm nhng hot
ng c tin hnh nhm to ra nhng phn ng mong mun i vi mt i tng
t pha cng chng mc tiu.
m bo cc cuc trao i din ra tri chy, ngi lm marketing phi phn
tch xem mi bn d kin s cho v nhn ci g. Nhng tnh hung trao i gin n
c th biu din bng mt h s trong c hai ngi tham gia cng nhng th
mong mun v li mi cho lu thng gia h.
n y ta thy bn cht ca marketing giao dch. Maketing giao dch l
mt b phn tng ln hn l marketing quan h. Nhng ngi lm marketing
khn ngoan u c gng xy dng nhng quan h lu di, ng tin cy, cng c li
vi nhng khch hng ln, nhng ngi phn phi, i l v nhng ngi cung ng.
Vic ny c thc hin bng cch ha hn v lun m bo cht lng cao, dch v
chu o v gi c phi chng cho pha bn kia. Nhim v cng c thc hin
bng cch xy dng nhng mi quan h rng buc cht ch v kinh t, k thut v
x hi vi cc bn i tc. Marketing quan h s lm gim c chi ph v thi gian
giao dch v trong nhng trng hp tt p nht giao dch s lm chuyn t ch
phi thng lng tng ln sang ch tr thnh cng vic thng l.
Kt qu cui cng ca marketing quan h l hnh thnh c mt ti sn c
o ca cng ty, gi l mng li marketing bao gm cng ty v nhng ngi cung
ng, nhng ngi phn phi v khch hng ca mnh m cng ty xy dng c
nhng mi quan h vng chc, tin cy trong kinh doanh. Marketing ngy cng c xu
hng chuyn t ch c gng tng ti a li nhun trong tng v giao dch sang ch
tng ti a nhng mi quan h i bn cng c li vi cc i tc. Nguyn tc lm
vic l phi xy dng c nhng mi quan h tt ri t khc cc v giao dch s c
li.
Th trng
Th trng bao gm tt c cc khch hng hin ti v tim n cng c mt nhu cu
hay mong mun c th, sn sng v c kh nng tham gia trao i tha mn nhu
cu hay mong mun .
Nh vy quy m ca th trng ph thuc vo mt s ngi c nhu cu v c
nhng ti nguyn c ngi khc quan tm, v sn sng em li nhng ti nguyn
i ly ci m h mong mun.
Lc u thut ng th trng c hiu l ni m ngi mua v ngi bn gp
nhau trao i hng ha, chng hn nh mt ci ch ca lng. Cc nh kinh t s
dng thut ng th trng ch mt tp th nhng ngi mua v ngi bn giao
dch vi nhau v mt sn phm hay mt lp sn phm c th, nh th trng nh
t, th trng ng cc...Tuy nhin, nhng ngi lm marketing li coi ngi bn hp
thnh ngnh sn xut, coi ngi mua hp thnh th trng.
Nhng ngi kinh doanh s dng thut ng th trng ch nhm khch hng
khc nhau. H ni v th trng nhu cu (chng hn nh th trng thc phm
thng ngy), th trng sn phm (th trng giy dp), th trng nhn khu (nh
th trng thanh nin) v th trng a l (nh th trng Vit Nam). Hay h cn m
rng khi nim ch c nhng nhm khng phi khch hng, nh th trng c tri,
th trng sc lao ng v th trng nh ho tm.
Thc t th nhng nn kinh t hin i u hot ng theo nguyn tc phn
cng lao ng trong mi ngi chuyn sn xut mt th g , nhn tin thanh
ton ri mua nhng th cn thit bng s tin . Nh vy l nn kinh t hin i c
rt nhiu th trng. Ch yu cc nh sn xut tm n cc th trng ti nguyn (th
trng nguyn liu, th trng sc lao ng, th trng tin t...) mua ti nguyn,
bin chng thnh hng ha v dch v, bn chng cho nhng ngi trung gian
nhng ngi trung gian s bn chng cho nhng ngi tiu dng. Ngi tiu dng
bn sc lao ng ca mnh ly tin thu nhp thanh ton cho nhng hng ha v
dch v m h mua. Nh nc l mt th trng khc c mt s vai tr. Nh nc
mua hng ha t cc th trng ti nguyn, th trng nh sn xut v th trng
ngi trung gian, thanh ton tin cho h, nh thu cc th trng (k c th
trng ngi tiu dng), ri m bo nhng dch v cng cng cn thit. Nh vy l
mi nn kinh t quc gia v ton b nn kinh t th gii hp thnh nhng tp hp th
trng phc tp tc ng qua li vi nhau v lin kt vi nhau thng qua cc qu
trnh trao i.
Nh vy, khi nim th trng a ta quay li im xut pht l khi nim
marketing. Marketing c ngha l hot ng ca con ngi din ra trong mi quan h
vi th trng. Marketing c ngha l lm vic vi th trng bin nhng trao i
tim n thnh hin thc vi mc ch l tha mn nhng nhu cu v mong mun ca
con ngi.
Nu mt bn tch cc tm kim cch trao i hn bn kia, th ta gi bn th
nht l ngi lm marketing cn bn th hai l khch hng trin vng. Ngi lm
marketing l ngi tm kim ti nguyn t mt ngi khc v sn sng a ra mt
th g c gi tr trao i. Ngi lm marketing tm kim mt phn ng t pha bn
kia bn hoc mua mt th g . Ni cch khc, ngi lm marketing c th l
ngi bn hay ngi mua. Gi s, c mt s ngi mun mua mt ngi nh hp dn
va mi xy xong. Nh vy l nhng ngi mua cng ang lm marketing! trong
trng hp c hai bn u tch cc tm cch trao i, th ta ni rng c hai bn u
l ngi lm marketing v gi trng hp l marketing ln nhau.
Trong trng hp bnh thng ngi lm marketing l mt cng ty phc v th
trng ngi s dng cui cng i mt vi cc i th cnh tranh. Cng ty v cc
i th cnh tranh u gi sn phm tng ng v thng ip cho ngi s dng
cui cng mt cch trc tip hay thng qua cc nh ch trung gian marketing
(nhng ngi trung gian v nhng ngi xc tin thng mi). Hiu qu tng i
ca h chu nh hng ca nhng ngi cung ng tng ng cng nh ca nhng
lc lng chnh ca mi trng (nhn khu hc, kinh t, vt cht, k thut, chnh tr
php l, x hi/vn ha).
Sau khi nghin cu k nhng khi nim ny chng ta xin c nhc li khi
nim marketing nh sau: Marketing l nhng c ch kinh t v x hi m cc t chc
v c nhn s dng nhm tho mn nhng nhu cu v i hi (mong mun) ca
mnh thng qua cc quy trnh trao i sn phm trn th trng.
2. Qun tr marketing
thc hin nhng qu trnh trao i i hi phi tn rt nhiu cng sc v c trnh
nghip v chuyn mn. Qun tr marketing din ra khi t nht c mt bn trong
v trao i tim n suy tnh v nhng mc tiu v phng tin t c nhng
phn ng mong mun t pha bn kia. Ta s s dng khi nim sau y v qun tr
marketing m c hi marketing M chp nhn nm 1985.
Qun tr marketing l qu trnh lp k hoch, v thc hin k hoch , nh
gi, khuyn mi v phn phi hng ha, dch v v tng to ra s trao i vi
cc nhm mc tiu, tha mn nhng mc tiu khch hng v t chc.
nh ngha ny tha nhn qun tr marketing l mt qu trnh bao gm vic
phn tch, lp k hoch, thc hin v kim sot. N lin quan n hng ha, dch v
v tng, v da trn nim v trao i, mc ch ca n l to ra s tha mn
cho cc bn hu quan.
Trong mt t chc, qun tr marketing c th lin quan n mi th trng. Ta
hy xt mt hng sn xut t. Ph ch tch ph trch nhn s lin quan n th
trng sc lao ng, ph ch tch ph trch cung ng lin quan n th trng
nguyn liu, v ph ch tch ph trch ti chnh lin quan n th trng tin t. H
phi ra nhng mc tiu v hoch nh nhng chin lc t c cc kt qu
tha mn trn th trng . Tuy nhin theo truyn thng th cc cn b iu hnh
ni trn khng c gi l nhng ngi lm marketing v h cng khng c o
to v marketing. Kh lm th h cng ch l ngi lm marketing bn thi gian.
ng l ra l nh vy, nhng xa nay qun tr marketing ng nht vi nhng nhim
v v con ngi lin quan n th trng khch hng. Ta s theo thng l ny mc
d nhng iu ta bn v marketing u p dng cho tt c th trng.
Cng vic marketing trn th trng khch hng chnh thc l do nhng ngi
qun l tiu th, nhn vin bn hng, nhng ngi qun l sn phm v nhn hiu,
nhng ngi qun l th trng v ngnh, v ph ch tch ph trch marketing thc
hin. Mi cng vic u c nhng nhim v v trch nhim c xc nh r rng.
Trong s nhng cng vic ny c rt nhiu cng vic lin quan n vic qun l
nhng ti nguyn marketing c th, nh qung co, nhn vin bn hng hay nghin
cu marketing. Mt khc, nhng ngi qun l sn phm, nhng ngi qun l th
trng v ph ch tch ph trch marketing th qun l cc chng trnh. Cng vic
ca h l phn tch, hoch nh v trin khai cc chng trnh nhm to ra cc giao
dch nh mong mun vi cc th trng mc tiu.
Ngi ta thng quan nim qun tr marketing c nhim v ch yu l kch
thch nhu cu c kh nng thanh ton v nhng sn phm ca cng ty. Tuy nhin,
mi ch l mt quan nim ht sc phin din v nhng nhim v marketing rt a
dng v nhng ngi qun tr marketing phi thc hin. Qun tr marketing c
nhim v tc ng n mc , thi im v c cu ca nhu cu c kh nng thanh
ton theo mt cch no gip cho t chc t c nhng mc tiu ra. Qun
tr marketing v thc cht l qun tr nhu cu c kh nng thanh ton.
T chc chc chn phi c mt tng v mc giao dch mong mun vi th
trng mc tiu. Trong khi mc thc t ca nhu cu c kh nng thanh ton
c th thp hn, bng hay cao hn mc mong mun ca n. Ngha l c th
khng c nhu cu c kh nng thanh ton tng xng hoc nhu cu c kh nng
thanh ton cao hn nhu cu thc t. V qun tr marketing phi nm bt c nhng
tnh trng khc nhau .
m ng nhng nhim v cc nh qun tr marketing phi tin hnh
nghin cu marketing, lp k hoch, thc hin v kim tra. Trong phn k hoch
marketing, nhng ngi lm marketing phi thng qua nhng quyt nh v th
trng mc tiu, xc nh v tr trn th trng, pht trin sn phm, nh gi, cc
knh phn phi, thng tin lin lc v khuyn mi. Nhng nhim v marketing s
c phn tch trong nhng chng sau.
3. Nhng nh hng pht trin ca marketing
Chng ta m t qun tr marketing l mt n lc c thc nhm t c
nhng kt qu mong mun trong vic trao i vi cc th trng mc tiu. By gi
chng ta s cn i nh th no v quyn li ca t chc, ca khch hng v ca x
hi? Nhng quyn li ny rt hay mu thun vi nhau. Hin nhin l cc hot ng
marketing phi c tin hnh trong khun kh ca mt trit l c cn nhc k
v marketing hu hiu, c hiu qu v c trch nhim.
C nm quan im nh hng pht trin marketing m cc t chc thng vn
dng trong hot ng marketing ca mnh
Quan im sn xut:
Quan im sn xut l mt trong nhng quan im ch o ngi bn lu i
nht.
Quan im sn xut khng nh rng ngi tiu dng s a thch nhng sn
phm c bn rng ri v gi h. Nhng ngi lnh o cc t chc theo quan im
sn xut phi tp trung vo vic nng cao hiu qu sn xut v m rng phm vi
phn phi.
Gi thit ngi tiu dng ch yu quan tm n mc sn c ca sn phm
v gi h t nht cng l ng trong hai tnh hung. Th nht l khi nhu cu c kh
nng thanh ton v sn phm vt qu lng cung ng, nh thng thy nhiu
nc thuc th gii th ba. ngi tiu dng quan tm nhiu hn n vic kim
c sn phm, ch t ch n chi tit ca n. Nhng ngi cung ng s tp trung
vo vic tm cch tng sn lng. Th hai l gi thnh sn phm cao cn phi gim
xung bng cch nng cao nng sut m rng th trng. Hin nay Cng ty Texas
Instruments l mt v d v quan im sn xut.
Texas Instruments l mt cng ty hng u ca M ng h trit l M rng
sn xut, ct gim gi c Henry Ford p dng u tin vo u nhng nm
1900 m rng th trng. Ford dn ht ti nng ca mnh vo vic hon thin
sn xut hng lot t h gi thnh t n mc ngi M c tin mua
chng. Texas Instruments dn ton b cng sc vo vic tng sn lng v ci
tin cng ngh h gi thnh. Nh gi thnh thp hn, cng ty ct gim gi v
m rng quy m th trng. Cng ty ang phn u dnh v tr khng ch th
trng. i vi Texas Instruments ch yu c ngha l: gim gi cho ngi mua.
Phng hng ny cng l mt chin lc then cht ca nhiu cng ty Nht.
Quan im sn phm
Quan im sn phm khng nh rng ngi tiu dng s a thch nhng sn phm
c cht lng cao nht, cng dng nhiu hay c nhng tnh nng mi. Nhng ngi
lnh o cc t chc theo quan im sn phm thng tp trung sc lc vo vic
lm ra nhng sn phm thng hng v thng xuyn ci tin chng.
Nhng ngi qun l ny cho rng ngi mua ngng m nhng sn phm p
v c th nh gi c cht lng v cng dng ca sn phm. H qu say m vi
sn phm ca mnh v khng lng c rng th trng c th kh chp nhn. Ban
lnh o marketing tr thnh nn nhn ca o tng v chic by chut tt hn,
v tin rng chic by chut tt hn s khin mi ngi x v nh h.
Nhng cng ty theo quan im sn phm thng l khng hay t tnh n
nhng kin ca khch hng khi thit k sn phm ca mnh. H tin tng rng cc
k s ca h bit phi thit k v ci tin sn phm nh th no. Rt hay gp tnh
trng l h thm ch khng nghin cu nhng sn phm ca cc i th cnh tranh
v chng khng c sng ch ra y. Cch y nhiu nm, mt cn b iu
hnh ca General Motor ni: Lm sao m cng chng c th bit c mnh
mun c loi xe no khi m h cha thy l c nhng loi no? Cc nh thit k v
k s ca GM trin khai mt loi xe hi mi. Sau b phn sn xut bt tay vo
ch to n. Ri b phn ti chnh nh gi. Cui cng, b phn marketing v tiu th
c gng bn kiu xe . D nhin cc i l phi dng th thut ni n mi bn
c loi xe ! GM khng thm d khch hng xem h mun g v cha h cho
php nhng ngi lm marketing tham gia ngay t u gip hnh dung c loi
xe nh th no th bn c.
Quan im sn phm dn n cn bnh thin cn trong marketing ch ch
trng n sn phm m khng tnh n nhu cu ca khch hng. Ban lnh o
ng st ngh rng nhng ngi s dng cn tu ho ch khng phi l cn vn
chuyn v xem thng nhng thch thc ngy cng tng ca my bay, xe but,
xe ti v xe con. Nh th, ca hng bch ho tng hp v bu in u cho rng
mnh m bo cho cng chng sn phm m h cn v bn khon khng hiu ti
sao mc tiu th ca chng li km. Nhng t chc ny ch hay soi gng trong
khi l ra h phi nhn ra ngoi ca s.
Quan im bn hng
Quan im bn hng (hay quan im tiu th) l mt quan im chung khc c
nhiu cng ty vn dng vo th trng.
Quan im bn hng khng nh rng nu c yn, th ngi tiu dng
thng s khng mua cc sn phm ca cng tu vi s lng kh ln. V vy t chc
cn phi c nhiu n lc tiu th v khuyn mi .
Quan im ny cho rng ngi tiu dng thng t ra c sc hay thi
ngn ngi trong vic mua hng v cn c thuyt phc nh nhng th mi mua
hng, nn cng ty cn c y cc cng c bn hng v khuyn mi kch thch
mua hng nhiu hn.
Quan im bn hng c vn dng c bit thch hp vi nhng th hng c
nhu cu th ng tc l nhng th hng m ngi mua thng khng ngh n
chuyn mua sm n, nh bo him, t in bch khoa ton th. Nhng ngnh ny
thng hay p dng nhng bin php bn hng khc nhau pht hin nhng khch
hng tim n ri bt u ni p bn hng cho h bng cch thuyt phc v nhng
li ch ca sn phm.
Phng php bn hng ni p cng c p dng i vi nhng th hng c
nhu cu ch ng, nh t chng hn:
Ngay t khi khch hng va bc chn vo phng trng by, nhn vin t
lp tc bt u tc ng tm l. Nu khch hng thch kiu xe ang trng by,
ngi ta c th ni vi h rng c mt khch hng khc ang nh mua n, nn cn
phi quyt nh ngay, khng chm ch. Nu khch hng cn n o v gi c, th
ngi bn ngh xin kin ca ca hng trng cho bt mt khon c bit. Khch
hng ch khong mi pht th nhn vin bn hng quay tr li v thng bo rng
tuy ng ch khng thch vic ny, th nhng ti nn n ng ta ng . Mc ch
l ln dy ct khch hng v buc h phi mua lin.
Quan im bn hng cng c vn dng c trong lnh vc phi li nhun, nh
quyn gp qu, chiu sinh vo cc trng i hc
Hu ht cc cng ty u p dng quan im bn hng khi h c d cng sut.
Mc ch ca h l bn c nhng g m h lm ra ch khng phi l lm ra nhng
g m th trng mong mun. Trong nn kinh t cng nghip hin i, nng lc sn
xut c pht trin ti mc l hu ht cc th trng u l th trng ngi
mua (tc l ngi mua gi vai tr khng ch) v ngi bn th ra sc ginh nhau
khch hng. Khch hng tim n b tn cng dn dp bng nhng chng trnh
qung co thng mi trn truyn hnh, trn bo ch, th gi trc tip v cc cuc
ving thm cho hng. Mi ni mi lc u c mt ngi no ang c gng
bn c mt th g . Kt qu l cng chng ng nht marketing khng phi
l vic bn hng. Bn hng ch l phn ni ca tng bng marketing m thi. Peter
Drucker, mt nh l lun hng u v qun tr, ni v vn ny nh sau:
Ngi ta c th cho rng bao gi cng c nhu cu bn mt th g . Nhng
mc ch ca marketing l lm cho vic bn hng tr nn khng cn thit. Mc ch
ca marketing l bit c, hiu c khch hng mt cch thu o n mc l
sn phm hay dch v u va h v t n tiu th. iu l tng l marketing
phi a n kt qu l c mt khch hng sn sng mua hng. Khi tt c nhng
vic cn lm l m bo cho sn phm hay dch v lun sn c
Nh vy, bn c hng th trc phi tin hnh mt s hot ng
marketing nh nh gi nhu cu, nghin cu marketing, pht trin sn phm, nh
gi v phn phi. Nu ngi lm marketing thc hin tt vic xc nh nhng nhu
cu ca ngi tiu dung, pht trin sn phm thch hp, ri nh gi, phn phi ri
khuyn mi chng mt cch c hiu qu, th nhng sn phm s c tiu th d
dng. Khi Sony thit k my cassette Walkman, Nintendo thit k ch tri video
ho hng v Mazda tung ra kiu xe th thao RX-7, th cc hng sn xut ny ti
tp nhn c n t hng, bi v h thit k ng sn phm m ngi ta mong
mun nh lm k cng vic marketing chun b.
D nhin l marketing da trn c s bn hng ni p cha ng nhiu ri ro
ln. V n gi thit rng nhng khch hng b thuyt phc mua hng s thch sn
phm mua, th nhng nu h khng thch th h cng khng ni xu v n vi
bn b hay khiu ni vi cc t chc bo v ngi tiu dung. Ri h chc chn s
qun i nhng ni tht vng ca mnh v li mua nhng sn phm na. Nhng
gi thit nh vy v ngi mua l khng c cn c. Mt cng trnh nghin cu
chng minh c rng nhng khch hng khng hi long c th truyn ting xu v
sn phm cho t mi ngi quen tr ln v c nh th ting xu c truyn i
rt nhanh.
Quan im nh hng marketing
Quan im marketing l mt trit l kinh doanh ang thch thc nhng quan im
trc y. Nhng nguyn l trung tm ca n c hnh thnh vo gia nhng nm
1950.
Quan im marketing khng nh rng, cha kho t c nhng nc tiu
ca t chc l xc nh c nhng nhu cu cng mong mun ca cc th trng
mc tiu v m bo mc tho mn mong mun bng nhng phng thc hu
hiu v hiu qu so vi cc i th cnh tranh.
Quan im marketing c din t bi mt cch vn hoa theo nhiu cch:
+ p ng nhu cu mt cch c li.
+ Hy tm kim nhng mong mun ri tho mn chng.
+ Hy yu qu khch hng ch khng phi l sn phm.
+ Vng, xin tu ng b.
+ Khch hng l thng .
+ Hy lm tt c nhng g m sc ta c th cho mi ng USD ca khch
hng c n b xng ng bng gi tr, cht lng v s mn nguyn.
Theo doe Levitt nu ra s tng phn su sc gia quan im bn hng v
quan im marketing nh sau:
Quan im bn hng tp trung vo nhng nhu cu ca ngi bn; Quan im
marketing th ch trng n nhng nhu cu ca ngi mua. Quan im bn hng
tm n nhu cu ca ngi bn l lm th no bin sn phm ca mnh thnh
tin mt, cn quan im marketing th quan tm n tng tho mn nhu cu ca
khch hng bng chnh sn phm v tt c nhng g lin quan n vic to ra, cng
ng v cui cng l tiu dung sn phm .
Quan im marketing da trn bn tr ct chnh l th trng mc tiu, nhu
cu ca khch hng, marketing phi hp v kh nng sinh li. Quan im bn hng
nhn trin vng t trong ra ngoi. N xut pht t nh my, tp trung vo nhng sn
phm hin c ca cng ty v i hi phi c nhng bin php tiu th cng thng v
khuyn mi m bo bn hng c li. Quan im marketing th nhn trin vng t
ngoi vo trong. N xut pht t th trng c xc nh r rang, tp trung vo
nhng nhu cu ca khch hng, phi hp tt c nhng hot ng no c tc ng
n khch hng v to ra li nhun thng qua vic to ra s tho mn cho khch
hng.
y ta c th nghin cu xem mi tr ct ca quan im marketing s gp
phn lm tng hiu qu ca marketing nh th no.
Th trng mc tiu
Khng mt cng ty no c th hot ng trn mi th trng v tho mn c mi
nhu cu. N khng th hot ng tt thm ch ch trong phm vi mt th trng rng
ln: ngay c IBM hng mnh nh vy cng khng th m bo c gii php tt
nht khi h xc nh c gii php tt nht cho mi nhu cu x l thng tin. Cc
cng ty ch c th t c kt qu tt nht khi h xc nh mt cch thn trng th
trng mc tiu ca mnh ri chun b mt chng trnh marketing ph hp:
Mt nh sn xut t c th ngh n vic thit k nhng chic xe tr khch,
nh lu ng, xe th thao v nhng chic xe sang trng. Nhng suy ngh khng
chnh xc bng cch xc nh mt nhm khch hng mc tiu. Mt nh sn xut xe
hi Nht ang thit k mt kiu xe cho ph n theo ui cng danh v kiu xe ny
s c nhiu c im m nhng chic xe thnh hnh cho nam gii khng c. Mt nh
sn xut xe hi khc ca Nht ang thit k mt kiu xe cho thanh nin thnh ph
nh, m thanh nin thng c nhu cu i lng vng quanh thnh ph v kim ch
u xe d dng. Trong cc trng hp ny, cng ty xc nh r th trng mc
tiu v iu ny s nh hng rt nhiu n thit k ca xe.
Nhu cu ca khch hng
Mt cng ty c th c xc nh c th trng mc tiu ca mnh nhng li hon
ton khng hiu c ht nhng nhu cu ca khch hng. Hy xt mt v d sau:
Mt cng ty ho cht ln sng ch ra c mt cht mi khi ng rn li th
ging cm thch. Khi tm kim ng dng b phn marketing quyt nh chn th
trng bn tm lm mc tiu. Cng ty lm mt s mu bn tm ri em trng
by ti mt cuc trin lm thit b bn tm. H hy vng s thuyt phc c nhng
nh sn xut bn tm sn xut n bng vt liu mi ny, nhng khng ai chu k
hp ng mua vt liu mi. L do cng d hiu. Gi ca bn tm ln ti 2000 USD,
m vi gi nh vy th ngi tiu dng c th mua nhng bn tm bng cm
thch hay m no t nhin. Ngoi ra nhng bn tm li qu nng n mc ch
nh s phi gia c sn nh ca mnh mi c th lp t c. Thm vo hu ht
cc loi bn tm u c bn vi gi vo khong 500 USD, nn khng my ngi
chu b ra 2000 USD. Cng ty ho cht chn c mt th trng mc tiu, nhng
khng hiu c khch hng.
Tuy marketing quan tm n vic p ng nhu cu mt cch c li, nhng
thc s hiu c nhng nhu cu v mong mun ca khch hng l mt vic
khng phi bao gi cng n gin. Nhng iu khch hng ni ra thng i hi phi
ct ngha thm. Khi khch hng hi mua mt chic xe khng t tin, mt chic
my ct c kho, mt my tin nhanh, mt b qun o tm hp dn hay thu
mt khch sn yn tnh, th iu c ngha l g?
Ta hy xt mt trng hp khch hng ni rng, mnh mun mt chic xe
khng t tin. ng tic l ta khng bit c ngi khch nh gi mt chic
xe nh th no thc s l khng t tin. Ch t ra th ngi lm marketing cng phi
thm d tip. Thc t th khch hng cng khng cho bit ht tt c nhng nhu cu
ca mnh. Ta c th phn bit ra nm loi nhu cu sau:
1. Nhu cu c ni ra: (khch hng mun mt chic xe khng
t tin)
2. Nhu cu thc t: (khch hng mun mua mt chic xe m bo
chi ph vn hnh ch khng phi gi mua ban u thp)
3. Nhu cu khng ni ra: (Khch hng ky vng i l s m bo
dch v chu o)
4. Nhu cu c thch th: (khch hng mua xe v c thm
mt b bn ng b ca Hoa K)
5. Nhu cu thm kn: (khch hng mun c bn b thy mnh
l mt ngi bit ngi, bit ca)
Vic p ng nhu cu c ni ra ca khch hng thng li la di khch
hng. Ta hy xt mt trng hp mt ngi th mc n ca hng kim kh hi mua
matit trm khe h gia knh ca s v khung. Ngi th mc ny ni ra mt
gii php ch khng phi nhu cu. Nhu cu l gn cht knh vo khung g. Nhn
vin bn hng ca hng kim kh c th a ra mt gii php tt hn l matit, c
th l s dng bng keo. Bng keo c u im hn l khng phi mt thi gian ch
matit kh. Trong trng hp ny, nhn vin bn hng c gng p ng nhu cu
thc t ca khch hng ch khng phi nhu cu c ni ra.
Cch suy ngh hng v khch hng i hi cng ty phi xc nh nhng nhu
cu ca khch hng theo quan im ca h. Mi quyt nh mua hng u cha
ng nhng s dung ho m ban lnh o khng th bit c nu khng nghin
cu vi khch hng. Chng hn nh mt ngi mua xe mun mt chic xe an ton,
hp dn, hot ng vi tin cy cao v gi di 10.000 USD. V tt c nhng c
im mong mun khng th kt hp trong mt chic xe, nn ngi thit k xe
phi c s la chn kht khe trn c s bit c nhng im dung ho ca khch
hng.
Ni chung mt cng ty c th p ng c nhng i hi ca khch hng
bng cch a cho h nhng g m h mong mun, hay h cn, hay h thc s cn.
Mi mc sau i hi phi thm d thu o hn mc trc, nhng kt qu cui cng
phi c nhiu khch hng tn thng hn. im mu cht ca marketing chuyn
nghip l phi tho mn nhng nhu cu thc t ca khch hng mt cch tt hn i
th cnh tranh.
V sao iu ti quan trng l phi tho mn c khch hng mc tiu? L do
c bn l v doanh s bn hng ca cng ty trong mi thi k u bt ngun t hai
nhm khch hng: Khch hng mi v khch hng c. Vic thu ht khch hng mi
bao gi cng tn km hn l gi khch hng c. V vy, vic gi khch hng quan
trng hn vic thu ht khch. Cha kho gi khch l m bo cho h c hi
long. Mt khch hng hi long s:
+ Mua tip v trung thnh lu di hn vi cng ty.
+ Mua thm c nhng sn phm khc khi cng ty a ra v ci tin sn
phm ca mnh.
+ Tuyn truyn tt v cng ty v sn phm ca cng ty.
+ t ch n nhng nhn hiu v qung co cnh tranh v t nhy cm v gi
hn.
+ Gp vi cng ty v sn phm dch v.
+ i hi chi ph phc v t hn so vi khch hng mi, v vic giao dch tr
thnh thng l.
Khi ni v s thnh cng ca kiu xe Lexus, mt cn b ca hng Toyota Nht
cho hay:
Mc tiu ca cng ty chng ti vt ra vic tho mn khch hng. Mc tiu ca
chng ti l lm cho khch hng thch th. l mt yu cu cao hn v cng c
th l b quyt ca nhng ngi lm marketing c tm c. Nhng khch hng cm
thy thch th s l nhng phng tin qung co hu hiu hn bt k loi hnh
qung co mt tin no trn cc phng tin thng tin. V vy m mt cng ty khn
ngoan phi thng xuyn nh lng mc tho mn ca khch hng. Cng ty s
gi in cho nhng khch hng mi mua hng trong s c chn lm mu xc
nh xem c bao nhiu ngi rt hi lng, hi lng mt mc no , bng quan
v khng hi lng mt mc no v rt khng hi lng. ng thi cng phi
tm hiu nhng yu t ch yu lm cho khch hng hi lng v khng hi lng. Cng
ty s s dng thng tin ny hon thin sn phm ca mnh trong thi gian ti.
Mt s cng ty ngh rng h c th nh c mc tho mn ca khch hng
bng cch thng k s lng v cc loi khiu ni ca khch hng trong tng thi
k. Nhng trn thc t c n 95% khch hng khng hi lng khng khiu ni
v rt nhiu ngi trong s ch n gin l thi khng mua na. iu tt nht m
cng ty c th lm c l to ra iu kin d dng khch hng c th khiu ni.
Nhng mu phiu gp sn trong cc bung khch sn v nhng dy nng ca
cc cng ty nh cc hng Procter & Gamble v General Electric c lp t u
phc v mc ch ny. Nhng cng ty ny hy vng rng, khch hng s gi in n
cho h gp , yu cu v thm chi khiu ni na. Cng ty 3M khng nh rng hai
phn ba nhng tng ci tin sn phm c c l do lng nghe kin ca khch
hng mnh.
Ch lng nghe kin ca khch hng thi th cha . Cng ty cn phi gii
quyt nhng khiu ni ca khch hng bng mt cch xy dng.
Trong s khch hng khiu ni c t 54 n 70% s tip tc quan h vi cng
ty nu khiu ni ca h c gii quyt. Con s ny s tng ln n 95% nu khch
hng cm thy rng nu khiu ni ca h c gii quyt nhanh chng. Nhng
khch hng khiu ni vi t chc v khiu ni ca h c gii quyt tha ng
s k chuyn v cch thc h c i x vi bnh qun l 5 ngi khc.
Khi mt cng ty nhn thc c rng mt khch hng trung thnh c th em
li mt khon doanh thu ln qua nhiu nm, th h s thy tht l ngu ngc khi
mt khch hng ch v xem nh nhng iu ku ca phn nn hay ci nhau v mt
khon tin nh no . V d, IBM yu cu mi nhn vin bn hng u phi vit
tng trnh y v mi trng hp mt khch v ra tt c nhng bc cn
thc hin ly lng li khch hng .
Mt cng ty hng v khch hng phi theo di mc tha mn ca khch
hng trong tng thi k v ra nhng mc tiu ci tin. V d, Citybank tip tc
nng cao mc tha mn khch hng bng 90%. Nu Citybank tip tc nng cao
mc tha mn khch hng ca mnh th c ngha l h i ng hng. Mt khc,
nu li nhun ca h tng nhng mc tha mn ca khch hng li gim i th c
ngha l h i chch hng. Li nhun c th bin ng theo tng nm c th v
nhiu nguyn nhn bao gm chi ph tng, gi c gim, nhng d n u t mi
ln.v.v. Song du hiu cui cng chng t mt cng ty vng mnh l ch s v mc
tha mn ca khch hng cao v vn c chiu hng tng. S tha mn ca
khch hng l ch tiu xc thc nht v li nhun tng lai ca cng ty.
Marketing phi hp
ng tic khng phi l tt c nhn vin ca mt cng ty u c hun luyn
v ng vin lm vic v khch hng. Mt k s phn nn rng cc nhn vin bn
hng lc no cng bo v khch hng m khng ngh n quyn li ca cng ty!
Anh ta cn t ra bc tc vi khch hng v i hi qu nhiu. Tnh hung sau y
s lm sng t vn phi hp:
Ph ch tch ph trch marketing ca mt hng hng khng ln mong mun
tng th phn ca hng. Chin lc ca b ta l nng cao mc ca khch hng
thng qua vic m bo ba n ngon hn, ch ngi sch s hn v t tip vin c
hun luyn chu o hn. Th nhng b ta li khng c thm quyn gii quyt nhng
vn . B phn cung ng ba n th la chn thc phm lm sao gi c chi
ph thc phm ny thp, b phn bo tr th s dng nhng dch v lm v sinh m
bo chi ph lm v sinh thp, cn b phn nhn s th c tuyn tip vin m hon
ton khng xt xem nhng ngi c nim n v tn tnh phc v ngi khc
khng. V nhng b phn ny ni chung l theo nhng quan im chi ph hay sn
xut, nn b ph ch tch b lng tng trong vic nng cao mc tha mn ca
khch hng.
Marketing phi hp c hai ni dung.
Th nht l cc chc nng marketing khc nhau, nh lc lng bn hng,
qung co, qun l sn phm, nghin cu marketing.v.v. phi c phi hp vi
nhau. Rt hay xy ra tnh trng lc lng bn hng phi in u v nhng ngi
qun l sn phm ra gi qu cao hay ch tiu khi lng qu ln, hay gim
c qung co v ngi qun l nhn hiu khng th nht tr vi nhau v mt chin
dch qung co tt nht cho nhn hiu . Nhng chc nng marketing ny phi
c phi hp vi nhau theo quan im ca khch hng.
Th hai l, marketing phi c phi hp cht ch vi cc b phn khc nhau
trong cng ty. Marketing khng th pht huy tc dng khi tt c cc cn b cng
nhn vin u hiu r nh hng m h gy ra i vi s tha mn ca khch hng
nh David Packard ca cng ty Hewlett Packard pht biu: Marketing l v cng
quan trng n mc khng th ph thc n cho b phn marketing. IBM khi xc
nh ni dung cho tng cng vic ca mnh u a vo mt on gii thch r nh
hng ca cng vic n khch hng nh th no. Gim c cc nh my ca
IBM u bit rng nhng cuc ving thm nh my ca khch hng c th gp phn
tiu th sn phm cho khch hng tim n, nu nh my gi gn sch p v lm n
c hiu qu. Nhn vin k ton ca IBM u bit rng vic vit ha n chnh xc v
tr li nhanh chng nhng c in thoi ca khch hng u nh hng n thi
ca khch hng i vi cng ty.
V th quan im marketing i hi cng ty phi tin hnh marketing i ni
cng nh i ngoi. Marketing i ni l tuyn dng, hun luyn v ng vin c kt
qu nhng nhn vin c nng lc, mun phc v khch hng chu o. Trong thc t
marketing i ni phi i trc marketing i ngoi. Vic ha hn bo m dch v
tuyt ho s chng c ngha g. Sau y l cu chuyn v ng Bill Marriott, Jr., ch
tch cng ty khch sn Marriott , phng vn cc cn b qun l tng lai nh th
no khi tuyn dng:
Bill Marriott ni vi ng vin xin vic rng mng li khch sn mun tha mn
ba nhm i tng l khch hng, nhn vin v c ng. Tuy tt c cc nhm
u quan trng, th nhng ng vn c hi cn phi tha mn nhng nhm ny theo
th t u tin nh th no. Hu ht cc ng vin tr li l trc tin phi tha mn
khch hng. Tuy nhin Bill Marriott li lp lun khc. Trc tin cng ty phi tha
mn nhn vin ca mnh. Nu nhn vin yu thch cng vic ca mnh v cm thy
hnh din v khch sn, th h s phc v chu o cho khch hng. Nhng khch
hng cm thy hi lng s thng xuyn quay tr li Marriott. Nh vy s c nhiu
li nhun chia cho cc c ng.
Bill Marriot vn tin rng khch hng l cha kha to ra kh nng sinh li. ng v
ch tch cc cng ty khc u tin rng s t chc in hnh theo kiu hnh thp
vi ch tch trn nh, ban lnh o gia v nhng ngi trc tip sn xut kinh
doanh (nhn vin bn hng v dch v, nhn vin trc in thoi, tip tn) th di
y, l thi ri. Nhng cng ty gii v marketing hiu r hn v h o ngc
hnh thp . trn cng ca s t chc l khch hng. Xp theo th t ca tm
quan trng th tip n l nhng ngi trc tip gp g, phc v v lm hi lng
khch hng. Bn di h l cc cn b qun l trung gian c nhim v h tr nhng
ngi tuyn u h c nhim v phc v khch hng chu o. V cui cng
bn di l ban lnh o ti cao c nhim v h tr nhng ngi qun l trung gian
h c th h tr nhng ngi tuyn u, nhng ngi to ra tt c nhng im
khc bit khch hng cm thy hi lng vi cng ty. Chng ti thm vo hai
bn cnh hnh thp ngc ny cc khch hng c ni rng tt c cc cn b
qun l trong cng ty u trc tip tham gia tm hiu, gp g v phc v khch
hng.
Kh nng sinh li
Mc ch ca quan im marketing l gip t chc t c nhng mc tiu
ca mnh. Trong trng hp cc cng ty t nhn th mc ch chnh l li nhun. Cn
trong trng hp cc t chc phi li nhun v x hi th mc tiu l tn ti v huy
ng tin thc hin cng tc ca mnh. y vn mu cht khng phi l
nhm vo li nhun, m l hot ng tt t c li nhun vi tnh cch l mt
sn phm ph. Nu mt cn b iu hnh ca cng ty General Motor pht biu rng
ngh ca chng ti l lm ra tin ch khng phi l chic t, th ng ta t sai
trng tm. Cng ty kim tin bng cch tha mn nhng nhu cu ca khch hng tt
hn cc i th cnh tranh.
Trang tri P nui g cng nghip vi doanh s 1,2 t USD c mc li cao hn
rt nhiu so vi mc bnh qun ca ton ngnh v c th phn trn th trng chnh
t ti 50%. Sn phm ca nng tri l mt loi tht g c mt khng hai! Th
nhng ngi sng lp ti ba ca nng tri khng inh ninh rng g no cng l g
v khch hng cng vy. Khu hiu ca ng l cn phi c mt ngi cng rn
lm ra tht g mm v ng m bo hon li tin cho nhng khch hng no khng
va lng. ng dnh ton tm ton lc sn xut ra tht g c cht lng ngon n
mc l khch hng sn sng tr gi cao hn mua chng. ng cn cho rng
nu m bo cht lng sn phm thng hng v lm n trung thc th s c li
nhun cao, th phn ln v mc tng trng nhanh.
Tuy vy, nhng ngi lm marketing vn phi tham gia phn tch kh nng
sinh li ca cc c hi marketing khc nhau. Cu chuyn sau y s minh ha cho
iu ny:
Mt cng ty sn xut giy ca M c cn b ti chnh ca mnh n mt hn
o vng Thi Bnh Dng tm hiu kh nng tiu th sn phm ca mnh .
Sau vi ngy ngi cn b gi in v bo co: Dn y khng mang giy.
Khng c th trng.
Cng ty quyt nh c mt cn b kinh doanh gii nht ca cng ty n nc
xc minh. Mt tun sau cn b kinh doanh in v bo co: Dn y khng
mang giy, c mt th trng rt ln.
Cng ty quyt nh c mt ph ch tch ph trch marketing i nh gi tnh
hnh. Sau hai tun, v ph ch tch ny in v: Dn y khng mang giy. Tuy
nhin bn chn ca h nom rt t v nu c giy mang th tt hn. D nhin ta
phi thit k li giy, v bn chn ca h nh hn. Ta s phi gio dc cho dn hiu
li ch ca vic mang giy. Ta cn tranh th s hp tc ca v trng b lc .
Dn chng khng c tin nhng h trng rt nhiu da. Ti c tnh kh nng
tiu th trong mt khong thi gian ba nm v ton b cc chi ph ca ta, k c vic
bn da cho mng li siu th chu u, v kt lun rng ta c th li 30% trn
tng s vn b ra. Ti khng nh l ta cn phi tin ln pha trc.
R rng v ph ch tch ph trch marketing khng ch lm chc trch
marketing l pht hin ra nhu cu v cch tha mn nhu cu , m cn lm c chc
trch ti chnh na. Ngh ca ng l to ra nhng khch hng c th mang li li
nhun cho cng ty.
C bao nhiu cng ty thc s theo quan im marketing? ng tic l cn qu
t. Ch c mt vi cng ty thc s ni ting l nhng ngi lm marketing gii; Bnh
ko Kinh , C ph Trung Nguyn, Procter & Gamble, Apple, Disney, Nordstromgs,
Wal - Mart, Miliken Limited, McDonals, Marriott Hotels, Delta Arlines v mt s cng
ty Nht (Sony, Toyota, Canon) v cc cng ty chu u (Ikea, Club Med, Ericson,
Bang & Olufsen, Marks & Spencer).
Nhng cng ty ny u tp trung vo khch hng v c t chc c th
p ng mt cch c hiu qu nhng nhu cu lun thay i ca khch hng. H
khng ch t chc b phn marketing vi i ng nhn vin gii, m cn m bo
c tt c nhng b phn khc, nh sn xut, ti chnh, nghin cu v pht trin,
nhn s, cung ng, u theo ng quan im khch hng l vua. Cc t chc ny
u c mt n np marketing bt r su vo tt c cc b phn v chi nhnh ca
mnh.
Hu ht cc cng ty u cha t ti trnh hon ton thnh thc v
marketing. H ngh l h c lm marketing v h c ph ch tch ph trch
marketing, nhng ngi qun l sn phm, lc lng bn hng, ngn sch qung
co... Th nhng b phn marketing th cha chc chn cng ty theo ng quan
im marketing. Cng ty c nhng c im marketing, iu khng c ngha l
cng ty theo quan im hng v th trng v phc v khch hng. Vn l
ch n c nm c chnh xc nhng nhu cu lun thay i ca khch hng v
nhng chin lc cnh tranh khng. Trc y, nhng cng ty ln nh General
Motors, Singer, Zenith, Sears, u mt mt th phn ln v h khng iu chnh c
nhng chin lc marketing ca mnh theo th trng lun thay i.
Quan im marketing o c-x hi
Quan im ny khng nh rng, doanh nghip khng nhng phi tho mn nhu cu
v i hi ca khch hng m cn phi gi nguyn hay cng c mc sung tc cho
ngi tiu dng v cho ton x hi.
Quan im ny i hi mt sn phm phi tho mn c 3 yu t:
1. Li ch ca Cty
2. Li ch ca khch hng
3. Li ch ca x hi