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5 Quan Diem Quan Tri Marketing
5 Quan Diem Quan Tri Marketing
vy cng ty lun lm vic theo suy ngh: Hy phc v khch hng nh chng ta ang
phc v cho chnh bn thn chng ta v Ly s hi lng ca khch hng lm nim hnh
phc ca chng ta.
4. Quan im Marketing
Quan im Marketing nhn mnh rng iu kin u tin cn phi lm t c
mc tiu ca cng ty l xc nh c nhu cu v mong mun ca th trng mc tiu v
tm cch tha mn chng vi nhng phng thc c hiu qu hn cc i th cnh tranh.
Quan im Marketing thng c biu hin qua nhng khu hiu, phng chm
hot ng c doanh nghip, v d: Khch hng l thng ; Uy tn qu hn vng;
Hy yu qu khch hng ch khng phi l sn phm; 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
Quan im Marketing c nhiu s tng phn vi quan im n lc thng mi.
Quan im n lc thng mi tp trung vo nhu cu ca ngi bn trong khi quan im
Marketing ch trng nhu cu ca ngi mua. Quan im n lc thng mi nhn trin
vng t trong ra ngoi, t nh my, n sn phm v vic tiu th, khuyn mi m
bo li nhun cho doanh nghip; cn quan im Marketing nhn trin vng t ngoi vo
trong, t th trng n nhu cu ca khch hng, n vic phi hp cc hot ng tc
ng n nhu cu khch hng v to ra li nhun thng qua vic tha mn nhng nhu cu
.
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.
Th trng mc tiu
Khng mt doanh nghip no c th hot ng trn mi th trng v tha mn
c mi nhu cu. Cc doanh nghip 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.
Nhu cu ca khch hng
Khi xc nh c th trng mc tiu, doanh nghip phi tm hiu nhu cu ca
khch hng. Nhu cu ca khch hng c th c chia thnh nm loi: nhu cu c ni
ra, nhu cu thc t, nhu cu khng ni ra, nhu cu c thch th, nhu cu thm kn.
Mt doanh nghip c th p ng nhng i hi ca khch bng cch a cho h
nhng g h mun, hay h cn v h thc s cn. Mi mc sau i hi phi thm d
thu o hn mc trc, nhng phi em li kt qu l c nhiu khch hng a thch.
Marketing chuyn nghip chnh l phi tha mn nhu cu thc t ca khch hng tt hn
i th cnh tranh. y khch hng ca doanh nghip bao gm c khch hng hin thc
v khch hng tim nng. Vic gi chn khch hng hin thc cng quan trng khng
km vic thu ht khch hng tim nng, i lc cn quan trng hn c.
Mt doanh nghip thng minh cn phi thng xuyn nh lng mc tha mn
ca khch hng bng nhiu cch nh phiu thm d, hm th gp , khiu ni
Marketing phi hp
Th nht l cc chc nng Marketing phi c phi hp vi nhau.