1

KOTLER BAN V TIP TH

NHNG TAC PHAM KHAC CUA PHILIP KOTLER

Marketing Management (Quan tr tiep th)
Principles of Marketing (Cac nguyen tac tiep th)
Strategic Marketing for Non-Profit Organizations
(Tiep th chien lc cho cac to chc phi li nhuan)
Marketing Places (a iem tiep th)
The Marketing of Nations (Tiep th quoc gia)
Marketing Models (Cac kieu tiep th)
Social Marketing (Tiep th xa hoi)
Marketing Professional Services (Dch vu tiep th chuyen nghiep)
Strategic Marketing for Educational Institutions
(Tiep th chien lc cho cac nh che giao duc)
Marketing for Health Care Organizations
(Tiep th cho cac to chc cham soc sc khoe)
High Visibility (Tam nhn xa)
The New Competition (Cuoc canh tranh mi)
Marketing for Hospitality and Tourism
(Tiep th cho nganh du lch va khach san)
Marketing for Congregations (Tiep th cho cac giao oan)
Standing Room Only (Ch co cho ng)
Museum Strategies and Marketing
(Cac chien lc va tiep th vien bao tang)

Kotler on Marketing: How to Create, Win, and Dominate Markets

Copyright 1999 by Philip Kotler. All rights reserved.
Ban dch do Nha xuat ban Tre xuat ban theo thoa thuan nhng quyen vi Free
Press, mot chi nhanh cua Simon & Schuster, Inc.

KOTLER BAN V TIP TH

Cun sach nay tng cho cac ng tac gia cua ti cac
n ban quc t cua cac cun Marketing Management (Quan
tr tip th) va Principles of Marketing (Cac nguyn tc tip
th), nhng ngi a cho ti rt nhiu bai hoc quy khi ho
lam cho nhng t duy quan tr tip th thch ng vi nhng
vn va nhng c hi tai nc ho.

Uc
PETER CHANDLER, LINDEN BROWN,
va STEWART ADAM
Trng ai hoc Monash
va cac trng ai hoc khac tai Uc
Canada
RONALD E. TURNER
Trng ai hoc Queen
Pha p
BERNARD DUBOIS
Group HEC School of Management
c
FRIEDHELM W. BLIEMEL
Trng ai hoc Kaiserslautern
Y
WALTER GEORGIO SCOTT
Trng ai hoc Cattolica del Sacro Cuore

KOTLER BAN V TIP TH

Singapore
SWEE-HOON ANG, SIEW-MENG LEONG,
va CHIN TIONG TAN
Trng ai hoc Quc gia Singapore
Vng Quc Anh
JOHN SAUNDERS va VERONICA WONG
Trng ai hoc Loughborough
va Trng ai hoc Warwick

MUC LUC

M u

PHN MT: TIP TH CHIN LC

15
1. Xy dng doanh nghip co lai thng qua
tip th ng cp th gii

17

2. Dung tip th hiu ro, tao ra, thng tin,

va cung cp cac gia tr

44

3. Nhn din cac c hi tip th va phat trin

cach mi chao gia tr co muc tiu

77

4. Phat trin cac xut gia tr va xy dng

gia tr thng hiu

109

PHN HAI: TIP TH CHIN THUT

143
5. Phat trin va s dung tnh bao tip th

145

6. Thit k t hp tip th

185

7. Tm kim, gi chn va nui dng khach hang

235

8. Thit k va chuyn n khach hang

gia tr ln hn

271

KOTLER BAN V TIP TH

PHN BA: QUAN TR TIP TH

315

LI M U

9. Lp k hoach va sp xp t chc tip th

co hiu qua hn
10. anh gia va kim soat kt qua tip th

317
350

PHN BN: TIP TH TRONG GIAI OAN

CHUYN TIP
381
11. Thch ng vi Tip th in t
trong Thi ai mi

383

Phu luc
Cac c im, cac chin lc thanh cng,
va vai tro cua cac Phong Tip th
trong cac doanh nghip thuc cac
nganh ngh khac nhau

410

TRONG NHIU NM QUA, Robert Wallace, bin tp vin

cao cp ang knh cua The Free Press, a yu cu ti vit mt
cun sach v tip th danh cho cac nha quan ly, trnh bay t duy
tip th mi nht ma khng phai la cun sach qua day, nh loai
700 trang! ng khng mun ti ch n gian la vit rut gon lai
cun sach giao khoa danh cho sinh vin cao hoc cua ti, Marketing Management (Quan tr tip th), ma la vit mt cun
sa c h m i hoa n toa n . Bob bi t r n g ti a va ang tham gia
thuyt trnh tai cac cuc hi thao keo dai mt hai ngay c t
chc khp ni trn th gii trong sut 20 nm qua va ng cung
a xem cac tp tai liu hi thao cua ti. ng noi rng ch ring
ni dung trong cac tp tai liu nay cung u lam thanh mt
cun sach mi.
Ti a tr hoan nhiu ln ngh cua ng do bn rn vi vic
giang day, nghin cu khoa hoc, va cac hoat ng t vn. Ti
a hoc c nhiu iu mi me trong khi t vn cho cac cng
ty nh AT&T, IBM, Michelin, Shell, Merck, va nhi u ngn
hang khac. Ti cung a c gng suy ngh v tac ng co tnh
cach mang cua cac cng ngh mi Internet, e-mail, may fax,
cac phn mm t ng hoa ban hang va phng tin truyn
thng mi truyn hnh cap, hi ngh qua video, CD, cac bao
in t n th trng va cach lam tip th. Vi tnh hnh th
trng ang thay i rt nhanh chong th co ve nh cha phai
luc vit.

KOTLER BAN V TIP TH

10

Nhng cui cung ti nhn ra rng th trng vn se tip tuc

din ra s thay i trit . Va do o, ly do tr hoan vit
cun sach nay cua ti khng con ng vng na.
Ti a co 38 nm gn bo vi nganh tip th ma vn tip tuc
b no quyn ru. Khi chung ta ngh rng, rt cuc chung ta cung
hiu c tip th, th no lai bt u mt iu nhay mi va
chung ta lai phai c ht sc nhay theo no.
Ln u tin khi n vi tip th vao u nhng nm 1960,
cac sach bao noi v tip th c ban nghing v m ta. Vao luc o
co ba cach tip cn khac nhau. Cach tip cn hang hoa m ta c
tnh khac nhau cua cac loai hang hoa va hanh vi cua ngi mua
cac hang hoa o. Cach tip cn nh ch m ta cach thc hoat
ng cua cac t chc lam tip th, nh la cach ban bun va cach
ban le nh th nao. Cach tip cn chc nng m ta cac hoat ng
khac nhau v tip th quang cao, i ngu ban hang, cach nh
gia c thc hin nh th nao trn th trng.
Do c ao tao chnh v kinh t hoc va cac khoa hoc quyt
nh, nn cach tip cn cua ti v tip th la xut phat t goc
quan ly. Cac nha quan ly tip th khp moi ni u phai
ng u vi s lng qua ln cac quyt nh kho khn; ho
phai la chon cac th trng muc tiu mt cach thn trong, phat
trin cac c tnh ti u cua san phm va cac li th, thit lp
gia ca hp ly, va co quyt nh ung v quy m va phn b i
ngu ban hang cung nh ngn sach danh cho tip th. Va ho
phai a ra cac quyt nh trn trong tnh trang thiu thng tin
va cac ng lc cua th trng thay i cha tng co.
Ti cho rng a ra cac quyt nh tt hn, cac nha quan
ly tip th cn phai phn tch th trng va s canh tranh theo
quan im h thng, giai thch t m cac lc lng chi phi va

11

mi tng quan gia chung. iu nay a kch thch s quan

tm cua ti trong vic xy dng cac m hnh th trng va
hanh vi tip th, va n nm 1971 ti a tp hp cac y tng
nay lai ri vit thanh cun Marketing Decision-making: A Modelbuilding Approach (Ra quyt nh tip th: Cach tip cn xy
dng m hnh). Cun sach day 700 trang, m u bng mt
bc tranh v mt th trng n gian nht bao gm mt cng
ty hoat ng trong mt th trng ban mt san phm va s
dung mt cng cu tip th nhm ti a hoa li nhun cua mnh.
Cac chng tip theo gii thiu nhng vn phc tap hn,
chng han co hai i thu canh tranh hoc nhiu hn, hai cng
cu tip th hoc nhiu hn, hai lanh th hoc nhiu hn, hai san
phm hoc nhiu hn, cac phan ng b tr hoan, a muc tiu,
va cac mc cao hn v s rui ro va khng chc chn. Thach
thc c ly lam mu y la nm bt cac hiu ng cua tip
th ma thng la phi tuyn tnh, ngu nhin, tac ng qua lai,
va cc ky kho khn.
Y nh cua ti la mun t vic ra quyt nh v tip th trn
mt c s khoa hoc hn. Nhng nm sau o iu may mn la
c chng kin nhng tin b quan trong trong lnh vc sach
bao khoa hoc noi v tip th ca v kha canh giai thch ln s
chun hoa do mt th h cac hoc gia tip th tai nng ong gop
nhm nng cao s hiu bit v cach vn hanh cua cac th trng.
Hu ht cac ly thuyt v tip th co trc nm 1970 u noi
v vic cac cng ty v li nhun tm cach ban cho c cac san
phm hay dch vu cua mnh kim li. Nhng cac t chc
khac phi li nhun va thuc chnh phu cung gp phai cac
v n v ti p th, nh ti a m ta trong cu n Strategic
Marketing for Nonprofit Organizations (Tip th chin lc cho
cac t chc phi li nhun). Cac trng ai hoc canh tranh nhau

KOTLER BAN V TIP TH

12

tuyn sinh; cac vin bao tang tm cach thu hut khach n tham
quan; cac t chc biu din ngh thut mun tng s lng khan
gia; cac nha th tm kim nhng con chin ngoan ao; va tt ca
cac t chc nay u tm kim ngun tai tr. i vi cac ca nhn
cung vy, ho cung tin hanh cac hoat ng tip th: cac nha chnh
tr tm kim la phiu bu; cac bac s tm kim bnh nhn; va cac
ngh s tm kim s ni ting. Tt ca cac trng hp nay u co
chung mt im la u xut phat t y mun cua ai o mun tao
ra s hng ng hay thu hut ngun lc cua ngi khac: s chu
y, mi quan tm, y mun, vic mua sm, li noi tt ep. Nhng
co c s hng ng nay, ngi ta phai a ra cai g o mi
chao ma ngi c mi chao cam thy co gia tr, ang ho t
nguyn ap lai bng s hng ng hay bng ngun lc cua mnh.
Nh vy, y xut hin s trao i va o chnh la khai nim
ct loi chi phi hoat ng tip th.
Ti cung cho rng cac i tng co th tip th c khng
phai ch bao gm san phm va dch vu; ngi ta con co th tip
th v con ngi, a im, y tng, kinh nghim va cac t chc.
Mong mun cua ti mun hiu ro nhng ng dung tip th t
thng thng nay a dn ti n vic nghin cu va xut ban
cac cun sach: High Visibility (Tm nhn cao) [tip th ca nhn],
Marketing Places (Tip th a im) va Marketing of Nations
(Tip th quc gia) [tip th a im], va Social Marketing (Tip
th xa hi) [Tip th y tng], cung vi mt s bai bao khac a
c xut ban v tip th kinh nghim va tip th t chc.
Hn na, tip th oi hoi phai co cach nhn rng hn, khng
ch coi nhim vu duy nht cua tip th la lam sao tng cu i
vi san phm hay dch vu ma thi. Nu gia s nhu cu hin
thi i vi mt san phm nao o la qua ln th sao? Chng le

13

nha tip th khng c nng gia, ct giam quang cao va chi ph

khuyn mai, hay ap dung cac bin phap khac lam cho cu
phu hp hn vi cung? Cac bin phap nay c goi bng cai tn
phan tip th (demarketing), mt khai nim c ap dung trong
nhiu tnh hung. Nu co nhom ngi cai cach mun xoa bo
nhu cu i vi nhng san phm c coi la co hai cho sc khoe
hay khng an toan, chng han cac c dc, thuc la, thc n
co nhiu cht beo, sung an, va cac san phm ang nghi vn
khac th sao? Nhim vu cua tip th trong trng hp nay c
goi la phi khuyn mai (unselling). Nhng nhim vu khac cua
tip th bao gm n lc nhm lam thay i hnh anh bt li cua
san phm va c gng lam tng nhu cu bt thng. Tt ca
nhng hin tng nay em n cho ti mt nhn thc rng muc
ch trung tm cua tip th la quan tr nhu cu (demand management), nhng ky nng cn thit iu tit mc , thi
im, va thanh phn cua nhu cu.
S m rng pham vi cua tip th khng phai la trn chin d
dang. No li cun cac nha ph phan tip th ch bam vao mt
vic la tm cach lam th nao ban c nhiu san phm hn
nh la kem anh rng, tu lanh va may vi tnh. Nhng ti ngh
rng a xut hin nhng tm nhn mi trong cac y tng th
trng, va cung nh i vi moi th trng, nhng tm nhn
nao co gia tr s dung th se tn tai. Ti rt hai long khi thy
a s cac hoc gia va nhng nha thc hanh u tha nhn tnh
cht xac thc cua khai nim tip th m rng nay.
Mt trong nhng ong gop chnh cua tip th hin ai la giup
cho cac cng ty nhn thy tm quan trong cua vic chuyn i
t chc cua ho, t ch tp trung vao san phm sang tp trung
vao th trng va khach hang. Bai vit kinh in cua Ted Levitt

KOTLER BAN V TIP TH

14

Cach nhn thin cn v tip th (Marketing Myopia), cung

vi nm cu hoi ni ting cua Peter Drucker ma bt c doanh
nghip nao cung cn phai t t ra cho mnh, a ong vai tro
rt quan trong trong vic hnh thanh t duy mi. Nhng phai
mt thm nhiu nm sau o trc khi co nhiu cng ty thc s
bt u tin hanh s chuyn i t li t duy t trong ra ngoai
sang t duy t ngoai vao trong. Thm ch hin nay vn con
qua nhiu cng ty hoat ng tp trung vao vic ban san phm
thay v tp trung vao vic ap ng nhu cu cua th trng.
Mc du cho n nay s thay i v t duy tip th a la rt
ln, nhng trong tng lai s thay i v t duy va thc hanh
tip th se con ln hn na. Cac hoc gia ngay nay vn con ang
tranh lun vi nhau liu khai nim tip th ct loi nao se chi
phi: s trao i hay la cac mi quan h hay la cac mang li.
a co nhiu thay i trong t duy cua chung ta v tip th dch
vu va tip th kinh doanh. Va tac ng ln nht cua cng ngh
va toan cu hoa n tip th vn cha din ra, khi ma cac lc
lng nay ang chuyn ng rt nhanh. May vi tnh va Internet
se em n s thay i to ln v hanh vi mua va ban. Ti a
c gng m ta va a ra d oan nhng thay i co tnh cach
mang nay chng cui cua cun sach.
Ti mong rng cun sach nay se lam phong phu thm t duy
v tip th cho cac nha quan ly ang phai i mt vi cac vn
tip th din ra hang ngay. Ti cung a thm cac cu hoi
suy ngh vao phn cui cua mi chng cac nha quan ly co
th suy ngm v ni dung cua tng chng va ap dung chung
vao tnh hnh cu th cua cng ty. Cac nhom nha quan ly trong
cung cng ty co th nh ky gp nhau thao lun tng chng
va rut ra cac bai hoc tip th cho cng vic kinh doanh cua mnh.

Tip th chin lc

15

P H N M T

TIP TH
CHIN LC

KOTLER BAN V TIP TH

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Tip th chin lc

17

1
Xy dng cac doanh nghip
co lai thng qua tip th
ng cp th gii

Co ba loai cng ty: nhng cng ty lam cho s vic

xay ra; nhng cng ty ng nhn s vic xay ra; va
nhng cng ty t hoi iu g a xay ra.V danh
Nu chung ta khng thay i hng i cua mnh,
th chc la chung ta se i n ni chung ta hng
n.Tuc ng c Trung Hoa

HI TH GII bc sang thin nin ky mi, th cac

cng dn ln doanh nghip u co cung bn khon la

cai g ang nm pha trc. Khng ch co s thay i, ma

tc thay i cung ang tng tc. Mt c be 12 tui noi
v em gai 9 tui cua mnh nh sau, No thuc v mt th
h khac. Em gai cua c be o nghe mt th nhac khac,
chi tro chi in t khac, bit nhiu ngi sao in anh
khac, va tn th cac thn tng khac.

KOTLER BAN V TIP TH

18

Tip th chin lc

19

Cac cng ty thng khng nhn thy rng th trng

nguyn t.3 Cac cng ty phn mm khng cn phai san

cua ho thay i ch sau mt vai nm. Cun Value Migra-

xut cac b a mm, ri cho vao bao b co nhan in, va vn

tion (S di tru cua gia tr) cung cp t liu v cac yu cu

chuyn bng xe tai n cac ai ly khp ni, tai o cac

cua khach hang va cac lc lng canh tranh a thay i

khach hang se n mua na. Thay vao o ngi ta ch cn

ln nh th nao sau thi gian mt vai nm trong cac nganh

gi phn mm qua Internet ri t o no se c tai xung

cng nghip nh la thep, vin thng, y t va giai tr. Mt

chin lc thanh cng cua nm ngoai co th tr thanh
chin lc tht bai cua ngay hm nay. Nh nhn xet cua
ai o, co hai loai cng ty: mt loai co s thay i va mt
loai bin mt.

may vi tnh cua khach hang.

Chnh cng ngh lai thuc y ng lc ln th hai: toan
cu hoa. Vin canh cua McLuhan v mt ngi lang toan
cu nay a tr thanh hin thc. Mt nha quan ly tai
Bangkok mun mua cun sach nay ch cn go ln ban

Toan canh kinh t ngay nay ang c nh hnh bi

phm may vi tnh dong ch www.amazon.com, ri nhp

hai ng lc rt manh cng ngh va toan cu hoa. Toan

s the tn dung cua anh ta vao, va th la ch sau vai ngay

canh cng ngh ngay nay c anh du bng nhng san

la nhn c sach thng qua dch vu phat chuyn nhanh

phm ma Tng thng John Kennedy u nhng nm

1960 cha h nhn thy, nh la cac v tinh nhn tao, u
may video (VCR), may quay phim xach tay, may photocopy, may fax, may tra li in thoai, ng h ky thut s,
th in t, in thoai di ng va may tnh xach tay. Cng

Federal Express. Mt nha ban s hoa tai Cologne (c) thiu

loai hoa hng o th co th t hang va nhn c hoa
hng bng ng hang khng gi t Tel Aviv vao sang
hm sau.

ngh tr thanh nhn t nh hnh ti thng khng ch v

Ngoai cng ngh va toan cu hoa, con co cac ng lc

cu truc ha tng vt cht cua xa hi ma con i vi khun

khac ang nh hnh nn kinh t. S ni long lut l ang

mu t duy cua con ngi. Nh Marshall McLuhan a

din ra nhiu nn kinh t. Cac cng ty c bao h,

nhn xet, Phng tin truyn thng chnh la thng ip.2

thng la cac cng ty c quyn, nay bng chc phai

Mt ng lc cng ngh co tnh cach mang la ky thut

s hoa (digitalization), trong o thng tin c ma hoa
thanh cac bit, tc la cac day s 0 va s 1. Cac bit nay
c cac may tnh x ly, ma hoa thanh ban nhac va oan
bng video, va chuyn qua ng in thoai vi tc
kho tin. Nicholas Negroponte, ngi lanh ao Media Lab
ni ting cua MIT, coi cac bit nay nh ang thay th cac

ng u vi cac i thu canh tranh mi. Tai My, cac

cng ty in thoai ng dai nh AT&T by gi co th
thm nhp vao cac th trng a phng; va cac cng ty
in thoai khu vc Bell cung co quyn tng t thm
nhp vao th trng in thoai ng dai. Va cac cng ty
cung cp in nay co th ban in va tai in nng n
cac cng ng dn c khac ngoai lanh th cua mnh.

KOTLER BAN V TIP TH

20

Tip th chin lc

21

Mt ng lc co sc manh khac la t nhn hoa, nhng

cac xu th va nhng s phat trin co anh hng n khach

khu vc ma trc y do cac cng ty nha nc nm gi

hang, cac i thu canh tranh, cac nha phn phi, va cac

nay c chuyn sang s hu t nhn va do t nhn quan

nha cung cp.

ly, vi nim tin rng chung se c quan ly tt hn va co

Khi ma nhp iu cua s thay i tng tc, cac cng ty

hiu qua hn. iu nay a din ra khi Hang hang khng

khng con co th da vao cac kinh nghim kinh doanh

Anh British Airways va Hang vin thng Anh British Telecom

trc kia duy tr c s hng thnh cua mnh na.

c t nhn hoa. Ngay nay nhiu san phm va dch vu

Bang 1-1 so sanh cac gia nh va kinh nghim thc tin a

cng c chuyn ra ngoai cho cac cng ty t nhn thc

tng c ap dung trc kia vi cac gia nh va thc tin

hin, k ca xy dng va quan ly cac nha tu, h thng cac

ang ngay cang ph bin hin nay. Nhng iu nu ct

trng hoc, v.v

bn phai c coi la cach tip cn hin ai co hiu qua

Yogi Berra, cu thu bt bong huyn thoai cua i bong

hn nhm em lai li nhun. bit c cng ty cua ban

Yankee, a khai quat xu hng nay bng nhng li sau,

a ap dung cac kinh nghim kinh doanh thc t hin nay

Tng lai khng con ging vi cai a tng co. Nhe ra anh

n mc nao ban hay anh du la chon vao tng

ta phai noi thm rng: Ban co cam thy cng ty cua ban

hang ct bn trai hay ct bn phai cua bang. Nu hu

ang b cac thu d rt ui? Nu cha, th nn co cam

ht cac du la chon cua ban nm ct bn trai, th chng

giac o! Th trng th tan nhn. Jack Welch, chu tch tp

to cng ty cua ban vn con bam gi cac kinh nghim cu.

oan General Electric, thng bt u cac cuc hop lanh

ao cng ty bng li canh bao, Thay i hay la cht.
Richard Love cua Hang Hewlett-Packard th nhn xet rng:
Nhp iu cua s thay i din ra nhanh chong n ni
ngay nay kha nng thay i a tr thanh mt li th canh
tranh. Mun co kha nng thay i oi hoi phai co kha
nng hoc tp. Peter Senge va mt s ngi khac a ph
bin mt khai nim goi la t chc hoc tp.4 Khng co g
ngac nhin khi cac cng ty nh la Coca-Cola, General Electric, va Skandia a c cac pho chu tch cng ty phu trach

Liu co cac phng thc tip th thanh cng?

Bn canh cac phng thc kinh doanh thanh cng, liu co
cac phng thc tip th thanh cng? Ngi ta thng
nghe noi v cac cng thc ngn gon ch co my ch ha
hen v s thanh cng trong tip th. Di y la tp hp
chn cng thc tip th ni bt nht:

1. Chin thng bng cht lng cao hn

v tri thc, v vic hoc tp, hay v ngun vn tr tu.

Ai cung ng y rng cht lng kem la tht sach trong

Nhim vu cua cac pho chu tch nay la thit k cac h thng

kinh doanh. Khach hang nao a b tn tht do mua phai

quan tr tri thc giup cng ty nhanh chong hoc tp c

hang cht lng kem se khng quay lai va con noi xu v

KOTLER BAN V TIP TH

22

cng ty na. Nhng chin thng bng cht lng tt th

sao? y co bn vn .
Th nht, noi n cht lng th co rt nhiu ngha. Nu
mt cng ty san xut -t noi rng cht lng san phm

Tip th chin lc

23

Th ba, hu ht cac cng ty u co th bt kp nhau v

mt cht lng hu ht cac th trng. Khi iu nay xay
ra, th cht lng khng con la nhn t quyt nh ban
la chon thng hiu na.

cua ho tt, iu o co ngha la g? Co phai -t cua cng

Th t, mt s cng ty c bit n la co cht lng

ty lam ra co tin cy khi khi ng may tt hn? Co phai

cao nht, chng han nh Motorola khi no c gng thc

no tng tc nhanh hn? Hay thn xe bn lu hn? Khach

hin quy trnh cht lng san phm 6 sigma. Nhng liu

hang quan tm n rt nhiu yu t khac nhau, do o vic

cng ty co u s lng khach hang cn n mc cht

noi la san phm co cht lng ma khng nu ro nh

lng cao nh th sn sang mua vi gia cao? Va chi ph

ngha cu th la g th iu o chng co y ngha bao nhiu.

ma Motorola bo ra co c cht lng 6 sigma la bao

Th hai, ngi ta thng khng th bit c cht lng

cua san phm ra sao ch bng mt nhn. Chng han, ban
mun mua mt chic ti-vi. Ban i n ca hang Circuit
City (chui ca hang chuyn ban in t gia dung tai

nhiu? iu thng xay ra la co c cht lng cao

nht th oi hoi phai tn kem qua nhiu.

2. Chin thng bng dch vu tt hn

Hoa Ky ngi dch chu thch) va thy o ang bay ban

Tt ca chung ta u mun co dch vu tt. Nhng khach

hang trm chic ti-vi khac nhau, mi chic u co hnh

hang lai co s thch khac nhau. Ly v du, dch vu tai nha

anh trn man hnh va m thanh rn ra. Ri ban chu y xem

hang. Mt s khach hang mun ngi phuc vu ban phai

mt vai cai co thng hiu ni ting ma ban thch. i vi

co mt ngay, ghi thc n chnh xac, va nhanh chong a

hu ht cac loai ti-vi, th cht lng hnh anh la tng t

cac mon n n. Mt s khach hang khac lai cam thy

nhau. Cac vo hp co th khac nhau, nhng ch qua o

cach phuc vu nh vy la hi thuc ho trong khi ho mun

thi, ban kho co th bit c v tin cy cua chic ti-

co mt ba n ti khoan thai thoai mai. Bt c dch vu nao

vi. Ban cung khng th yu cu ngi ban hang m np

cung co th c chia nho thanh mt loat cac thuc tnh

sau chic ti-vi ra kim tra cht lng cua cac linh kin

nh: tc phuc vu, s thn tnh, hiu bit cua ngi

bn trong. Cui cung, th cung lm ban cung ch co c

phuc vu, hiu qua giai quyt vn , v.v Mi khach hang

mt hnh anh chung chung v cht lng san phm ma

t trong tm khac nhau thi im khac nhau va hoan

ban chng co bng chng nao trong tay chng minh

canh khac nhau i vi mi thuc tnh dch vu nay. Do o

cho cht lng cua no.

nu ch noi chung la dch vu tt hn la khng u.

KOTLER BAN V TIP TH

24

Tip th chin lc

25

BANG 1-1

3. Chin thng bng gia ca thp hn

Cac doanh nghip kinh doanh trong thi ky chuyn i

Chin lc gia ca thp a em lai thanh cng cho nhiu

cng ty, trong o co cng ty ban le g ln nht th gii,

Trc kia

Hin nay

IKEA; cng ty bach hoa tng hp ln nht th gii, WalMart; va mt trong nhng hang hang khng co lai nht

Tt ca moi th c thc hin bn trong Mua bn ngoai nhiu hn (chuyn ra

cng ty
bn ngoai lam)

cua Hoa Ky, Southwest. Tuy nhin nhng cng ty i u

T mnh cai thin san phm cua mnh

Cai thin san phm theo chun mc

cua ngi khac

ty vi gia ca thp hn bt thnh lnh xut hin trn th

Lam mt mnh

Kt hp vi cac cng ty khac, lin kt

trng. Sears a thc hin chin lc gia ca thp trong

Hoat ng thng qua cac b phn

chc nng

Quan ly cac qua trnh kinh doanh

thng qua cac nhom lin nganh

Tp trung vao th trng trong nc

Tp trung th trng toan cu, khu vc

Ly san phm lam trung tm

Ly th trng va khach hang lam

trung tm

Lam ra san phm tiu chun

Lam ra san phm c cai tin

va/hoc thch ng yu cu khach hang

Tp trung vao san phm

Tp trung vao chui gia tr

Tip th ai tra

Tip th co muc tiu

Tm ra mt li th canh tranh bn vng

Khng ngng sang tao ra cac li th

mi

Phat trin san phm mi mt cach

t t va thn trong

y nhanh chu ky phat trin san phm

mi

S dung nhiu nha cung cp

S dung t nha cung cp

thu ln hn cac i thu canh tranh kem hn. Nhng cng

Quan ly t trn xung

Quan ly ln xung va theo chiu ngang

ty o co li th la nh tit kim c do quy m san xut

Hoat ng bn trong th trng

Cung hoat ng bn trong th trng

va nh uy tn v thng hiu cao hn. Ngoai ra ho con nh

v gia ca thp cung phai cn thn. Bi v co th mt cng

nhiu nm cho n khi Wal-Mart anh bai no bng chin

lc gia thp hn. Ch bng gia ca thp thi th khng u
xy dng mt doanh nghip kinh doanh co sc sng
lu dai. Loai xe -t Yugo co gia ca rt thp; va cht lng
cua no cung la thp nht va do o no a bin mt khoi th
trng. Cn phai co thc o ca v cht lng va dch vu
lam cho khach hang cam thy yn tm la ho a mua
hang theo ung gia tr cua no, ch khng phai ch chay
theo gia ca thun tuy.

4. Chin thng bng th phn ln

Noi chung, nhng cng ty dn u v th phn se co doanh

vao hiu ng mua theo (bandwagon effect) cua am ng,

va tm ly cua cac khach hang mua ln u tin tng hn
khi la chon san phm cua cac cng ty nay. Nhng thc
t co nhiu cng ty dn u v th phn ln lai khng phai

KOTLER BAN V TIP TH

26

Tip th chin lc

27

la cng ty co li nhun cao. A&P la chui cac ca hang siu

qua trnh hoan thin san phm. Nhng khng phai moi

th ln nht nc My trong nhiu nm nhng li nhun

qua trnh hoan thin san phm u c anh gia cao.

thu c th con con. Hay lu y n tnh hung trong

Liu khach hang co chu tra thm tin mua loai bt git

nhng nm 1980 cua cac cng ty khng l nh la IBM,

c quang cao la tt hn, li dao cao ru sc hn hay

Sears, va General Motors, khi ma cac cng ty nay lam n

chic -t chay nhanh hn? Mt s san phm a at n

thua kem hn rt nhiu so vi nhiu i thu canh tranh

gii han cua kha nng hoan thin va s hoan thin mc

nho hn.

cui cung thng khng co y ngha bao nhiu.

5. Chin thng bng cach thch nghi va ap ng yu

cu ring cua khach hang (customization)

7. Chin thng bng cach a ra san phm mi

Nhiu ngi mua hang mun ngi ban hang phai b sung,

ung vy, mt s cng ty sang tao hang u, nh Sony

iu chnh c tnh san phm hay dch vu theo yu cu

hay 3M, a thu c li nhun ln nh a ra nhng san

ring cua ho. V du, mt doanh nghip mun hang Federal

phm mi siu hang. Nhng mt cng ty loai trung bnh

Express hang ngay c ngi n nhn vn th vao luc 7 gi

lai lam n khng c khm kha lm khi a ra san phm

ti thay v 5 gi chiu nh bnh thng. Hay co khach mun

mi cua mnh. Ty l tht bai cua san phm mi i vi

thu phong tai khach san khng tron ngay, hoc theo gi.

hang tiu dung ong goi va co thng hiu chim ti 80%;

Nhng nhu cu ring cua khach hang nh vy co th la

i vi hang hoa cng nghip th ty l nay la 30%. S tin

nhng c hi cho ngi ban hang. Tuy nhin, i vi nhiu

thoai lng nan cua cac cng ty la ch nu khng a

ngi ban hang, chi ph bo ra thch ng cac yu cu

ra cac san phm mi th ho co th se bin mt; con nu

ring cua khach hang co th la qua cao. S ap ng yu

a ra cac san phm mi, ho co th tiu tn rt nhiu tin.

Li canh bao thng nghe la i mi hay la Bin mt.

cu ring cua khach hang mt cach ai tra co th em lai

kt qua cho mt s cng ty, nhng i vi nhiu cng ty
khac th o lai la mt chin lc khng sinh li.

6. Chin thng bng cach khng ngng hoan thin san

phm

8. Chin thng bng cach thm nhp vao cac th trng

tng trng cao
Cac th trng tng trng cao nh la in t ban dn,
cng ngh sinh hoc, ngi may, va vin thng ang rt
hp dn. Mt s cng ty dn u trn cac th trng nay

Khng ngng hoan thin san phm la mt chin lc ung

a kim c nhng mon li kch xu. Nhng nhiu cng

n, c bit i vi cng ty co kha nng dn u i vi

ty loai trung bnh i vao cac th trng tng trng cao lai

KOTLER BAN V TIP TH

28

Tip th chin lc

29

gp phai tht bai. C mt trm cng ty phn mm mi ra

Noi cach khac, nhiu khach hang thi nay oi hoi san

i trong lnh vc nay, chng han v hoa vi tnh, th ch

phm phai co cht lng cao nht, cac dch vu phu thm,

co mt vai cng ty la sng sot. Mt khi th trng chp

s tin nghi ti a, thay i theo y mun cua khach hang,

nhn thng hiu cua mt cng ty nao o lam tiu chun,

co cac c quyn, s bao hanh tt ca nhng th nay

th cng ty o bt u tng trng san lng va li nhun.

phai c ap ng vi gia ca thp nht. ng nhin, mi

Chng han, khi phn mm Microsofts Office tr thanh

cng ty u phai xem xet nhng oi hoi nao cua khach

tiu chun, th cac phn mm tt khac b gat ra ra. Mt

hang cng ty co th ap ng c ma vn kim c li

vn khac na la trong cac nganh cng nghip ang

nhu n .

tng trng nhanh nay cac san phm tr nn lac hu rt

nhanh, va mi cng ty phai khng ngng u t lin tuc
bt kp xu th. Ho kho co th gt hai c li nhun t
san phm mi nht cua mnh trc khi ho phai u t vao
vic phat trin san phm thay th no.

9. Chin thng bng cach ap ng vt qua mong i

cua khach hang

iu g lam nn mt chin lc tip th thanh cng?

Ro rang la khng ch co mt con ng tip th dn n
s giau co. Thay v ch da vao mt s khac bit ln hay
mt chin dch ln, cng ty cn co chin lc tip th c
ao ring, ca v cht lng ln cac hoat ng cu th. Vic
lam cho hu ht moi th tt hn chut t so vi cac i thu
canh tranh la khng u. Giao s Michael Porter cua ai

Mt trong nhng sao ng tip th ph bin nht thi nay

hoc Harvard lp lun rng mt cng ty se khng thc s

la chin thng se thuc v cng ty nao lun lun ap ng

co mt chin lc nu no ch co cac hoat ng ging nh

vt qua mong i cua khach hang. ap ng ung mong

cua cac i thu canh tranh va ch lam tt hn mt chut.5

i cua khach hang mi ch lam cho ho hai long; ap ng

iu o ch n gian la hoat ng co hiu qua hn i thu

vt qua mong i cua ho se lam cho ho thch thu. Nhng

v mt tac chin. Nhng s hoan hao v tac chin va co

nha cung cp nao lam cho khach hang cua ho thch thu th

mt chin lc hung manh khng phai la mt. S hoan

se co nhiu kha nng gi chn c khach hang o.

hao v tac chin co th giup cng ty gianh c thng li

Vn la ch khi ap ng vt qua mong i cua

khach hang th ky vong cua ho se cao hn ln sau. Nhim

tam thi, nhng cac cng ty khac se sm bt kp va vt

qua cng ty o.

vu ap ng vt qua ky vong cao hn cua khach hang se

Porter coi mt doanh nghip co chin lc hung manh

tr nn kho khn hn va tn kem hn. Cui cung th cng

khi no tao ra s khac bit ln so vi chin lc cua cac i

ty anh phai dng lai mc ap ng mong i cua

thu. Theo o cng ty may vi tnh Dell a xy dng mt

khach hang theo kha nng cua cng ty co th lam c.

chin lc hung manh bng cach tin hanh ban cac may

KOTLER BAN V TIP TH

30

vi tnh qua in thoai thay v qua cac ca hang ban le.

Cng ty a lam chu cach tip th trc tip va kho d liu
va co th thuyt phuc khach hang v gia tr u vit va dch
vu cua no. Sau o Dell a tao ra s khai thng chin lc
tip theo bng cach a thm Internet lam knh phn
phi. Ngay nay Dell ban c may vi tnh mi ngay hn
ba triu -la qua Internet.
Cac cng ty khac cung tao ra cac chin lc c thu cua
mnh. Hang Ikea co cach lam va ban g gia dung khac
hn vi cac hang ban le g khac. B phn Saturn cua
hang General Motors co cach ban xe -t hoan toan khac

Tip th chin lc

31

Hu ht cac cng ty ang gp phai nhng thach

thc tip th nao?
Ti a yu cu nhiu nha quan ly trong cac cuc hi thao
cua ti nu ra anh gia cua ho i vi khach hang ngay
nay. Di y la nhng nhn xet cua ho:
Khach hang ngay cang tinh t va nhay cam hn i vi
gia ca
Ho khng co thi gian va oi hoi s tin nghi nhiu hn
Ho nhn thy cht lng san phm cua cac nha cung
cp ngay cang ngang bng nhau

th trng cho thu xe bng cach cho thu xe cu hn tai

Ho bt nhay cam hn i vi thng hiu cua nha san

xut va d chp nhn hn cac thng hiu cua ngi
ban va cac san phm khng co thng hiu

cac a im co gia thu re hn va lin kt vi cac i

Ho co ky vong c phuc vu tt hn

vi cac hang san xut -t thng thng khac. Cng ty

Rent-A-Car a tao ra mt th trng ngach cho mnh trong

tng do cac cng ty bao him chuyn n.

Nhng chng le cac chin lc thanh cng mi nay khng
nhanh chong b sao chep, ri bin thanh mt chin lc
bnh thng? ung vy, th nao cung se co ngi bt
chc, nh cac hang Southwest Airlines va IKEA a trai
qua. Tuy nhin, vic sao chep mt s kha canh cua chin
lc mi la mt chuyn, con vic sao chep toan b cac kha
canh cua cu truc chin lc lai la chuyn khac. Cac chin
lc ln thng bao gm net ring cua nhiu hoat ng
tng cng lam cho vic bt chc khng d dang. Ke bt
chc khng ch tn chi ph ln trong vic c gng sao
chep tng vic lam cua ngi i trc ma cung lm anh ta

S trung thanh cua ho i vi cac nha cung cp ngay

cang giam i
Sau o ti hoi ho v hiu qua cua cac cng cu tip th
ma ho s dung, th ho cho bit nh sau:
Cac san phm cua ho khng khac nhiu so vi san
phm cua cac i thu canh tranh
ban c hang ho phai a ra nhiu dch vu tn
kem va kem thm tng phm
Gia ca ho a ra lun b i thu canh tranh san bng
Quang cao ngay cang t hn nhng hiu qua kem i

ch co mt ban sao m nhat vi li nhun thu c mc

Chi ph cho khuyn mai qua ln

trung bnh.

Chi ph cho i ngu ban hang tng ln

KOTLER BAN V TIP TH

32

Tt ca nhng iu nay noi ln rng cac cng ty ang

phai ng u vi nhng thach thc nng n trong vic
c gng cai thin kt qua hoat ng cua mnh trn thng
trng. Ti co yu cu cac nha quan ly tip th lit k
nhng vn ho ang gp phai trong vic xac lp chin
lc va chin thut tip th. Bang 1-2 lit k ra 14 cu hoi
chnh. Ti hy vong se nghin cu tt ca cac cu hoi o
trong cun sach nay.
BANG 1-2

Cac cu hoi do cac nha tip th nu ra

Tip th chin lc

33

9. Lam th nao gi c s chung thuy cua khach hang lu

dai?
10. Lam th nao xac nh c khach hang nao la quan
trong hn?
11. Lam th nao co th o lng c kt qua thu c t
vic quang cao, khuyn mai, va quan h cng chung (PR)?
12. Lam th nao co th nng cao nng sut lao ng cua i
ngu ban hang?
13. Lam th nao co th thit lp c nhiu knh ban hang
ma vn kim soat c s xung t gia cac knh vi
nhau?
14. Lam th nao cac b phn khac trong cng ty cung hng
v khach hang nhiu hn?

1. Lam th nao co th phat hin ra va la chon ung (cac)

phn khuc th trng?
2. Lam th nao tao ra s khac bit trong cach chao hang
cua mnh so vi cach chao hang cua i thu canh tranh?

Tt nhin, i vi mi cng ty th cach nhn nhn v

tm quan trong cua vn tip th co khac nhau. Mi b

3. Cn co phan ng ra sao trc nhng khach hang mun ep

chung ta phai ban cho ho vi gia thp nht?

phn kinh doanh i mt vi nhng sc ep khac nhau.

4. Lam th nao co th canh tranh c vi cac i thu

trong nc va ngoai nc co gia thanh thp hn va gia ban
thp hn?

nhng vn ho quan tm sau:

5. Co th ap ng ti mc nao i vi yu cu ring cua tng

khach hang?
6. Co nhng cach lam chu yu nao co th lam cho doanh
nghip cua mnh ln manh?
7. Lam th nao co th xy dng c cac thng hiu
manh?
8. Lam th nao giam c chi ph dung tm kim khach
hang?

Cac nha san xut hang hoa a co thng hiu th co

Bin li nhun giam i
Cac chi ph ban hang va khuyn mai tng ln
Sc manh cua ngi ban le tng ln va khng gian
trng bay hang thu hep lai
S canh tranh t cac san phm mang thng hiu cac
ca hang va cac san phm khng co thng hiu
Th trng ngach b tn cng nhiu hn

KOTLER BAN V TIP TH

34

Cac nha ban le da trn ca hang co nhng mi quan

tm sau:
Bin li nhun giam i
Nhng chui ca hang chuyn dung gia re

Tip th chin lc

35

Vic nh gia c da trn c s cng thm vao chi ph

thay v nh gia co muc tiu
Lp k hoach cho tng cng cu giao tip ring le thay
v dung cac cng cu giao tip tip th kt hp

S canh tranh cua cac i thu ban hang khng cn ca

Ch quan tm ban c san phm thay v c gng tm

hang nh ban hang qua catalog, ban hang qua bu

hiu va ap ng cac nhu cu thc s cua khach hang

in va cac hnh thc khac

iu may mn la li t duy tip th c l nay ang

i vi cac cng ty san xut hang cng nghip th co s

nhng ch cho cac li t duy tip th mi me hn. Cac

khac nhau rt ln v cac c im, cac yu t thanh cng,

cng ty bit tip th mt cach thng minh ang c gng cai

va vai tro cua cac phong tip th. Phn Phu luc cui cun

thin kin thc cua mnh v khach hang, cac ky thut giao

sach nay cung cp nhng s khac bit v 10 loai cng ty

tip vi khach hang, va s hiu bit v kinh t hoc khach

tip th doanh nghip n doanh nghip.

hang.6 Ho con mi ca khach hang cung tham gia thit k

san phm. Ho sn sang a ra s mi chao linh hoat trn

Tin ti cach tip th mi me hn

Khng co g la khi co nhiu tng giam c cng ty ku ca
rng cach tip th cua ho khng hiu qua. Ho nhn thy

th trng. Ho ngay cang s dung cac phng tin truyn

thng co muc tiu nhiu hn va gn kt cac giao tip tip
th cua mnh nhm chuyn i mt thng ip nht quan

cng ty cua ho chi nhiu hn cho quang cao ma kt qua

qua moi s tip xuc vi khach hang. Ho s dung ngay

thu c lai t i. Co mt nguyn nhn la ho bo ra chi ph

cang nhiu cac ky thut nh la hi ngh qua video, ban

nhiu hn cho cach tip th kiu cu a ap dung trong qua

hang t ng, cac phn mm, cac trang Internet, Intranet

kh. Cach tip th c l thng gm co cach lam nh sau:

va Extranet. Ho gi lin lac vi khach hang bay ngay trong

anh ng tip th vi ban hang

Nhn manh vic kim c khach hang hn la chm soc
khach hang
Tm cach kim li ngay qua mi ln giao dch hn la c
gng at c li nhun bng cach chinh phuc khach
hang thng qua gia tr lu dai

mt tun, 24 gi trong ngay thng qua s in thoai danh

cho khach hang 1-800 (s in thoai ngi goi n c
min ph tai Hoa Ky ngi dch chu thch) hay th in
t. Ho co kha nng tt hn trong vic nhn din cac khach
hang tao ra li nhun ln hn va trong vic xac lp cac
mc dch vu khac nhau. Ho coi cac knh phn phi cua
ho nh cac i tac, ch khng phai i thu. Noi tom lai,

KOTLER BAN V TIP TH

36

Tip th chin lc

37

ho a tm ra cac cach thc cung cp cho khach hang

BANG 1-3

cua mnh gia tr u vit hn.

Nhng cng ty co tm nhn tip th

Phn thng se danh cho nhng cng ty nao bit sang

tao ra cac cach thc mi tm kim khach hang, giao tip
va cung cp gia tr cho cac th trng muc tiu cua mnh.
Chung ta co th goi nhng cng ty o la Nhng cng ty co
tm nhn tip th. Nhng cng ty nh vy nn c tn
vinh tai Vin cng trang v tip th (Marketing Hall of
Fame(*)). Ti a vao y Bang 1-3 la mt danh sach cac
cng ty xng ang c k tn nh nhng t pha cua ho
v tip th sang tao.

Tip th vao nm 2005

Chung ta se nghin cu nhng iu nu trn cac trang
tip theo. Con luc nay, chung ta phai tha nhn rng tip
th thp ky u tin cua th ky XXI se khac i rt nhiu.
y ti mun a thm suy ngh cua mnh v vic
tip th se hng v u trong thin nin ky mi nay. Ti
se thc hin iu nay bng cach nhn lai vao tng lai.
o la nm 2005. Di y la nhng din bin chu yu xay
ra trn thng trng ang phat trin.
Khoang cach trung gian gia ban s va ban le a b xoa
bo ang k nh thng mai in t. Ngi ta gn nh co
th mua c moi san phm ma khng cn i n ca
hang! Khach hang co th tip cn hnh anh cua bt ky san

(*) Hall of Fame (tam dch: Vin Cng trang) La ni ct gi nhng ky vt

tn vinh nhng ngi ni ting co cng ln trong cac lnh vc hoat ng, c
bit la th thao, vn hoa... tai Hoa Ky (ngi dch chu thch).

KOTLER BAN V TIP TH

38

Tip th chin lc

39

phm nao trn Internet, oc cac hang mu, mua sm qua

-t, may vi tnh, hang gia dung, va thc phm mi khach

nhng ngi rao ban trn mang vi cai gia re nht va iu

hang truy cp vao cac trang web cua ho va thit k ra cac

kin tt nht, va ch cn nhn chut t hang va tra tin

mu chao hang (san phm, dch vu, cac h thng, cac

qua Internet. Cac catalog in n tn kem a bin mt. Vic

chng trnh) bng cach in vao mu cac la chon cua

mua ban gia cac doanh nghip trn Internet a tng ln,

mnh. Sau o san phm mu a c b sung iu chnh

thm ch con nhanh hn vic mua sm hang tiu dung

theo y cua khach hang se hin ln man hnh.

trn mang. Nhng nhn vin thu mua cua doanh nghip

Cac doanh nghip ang lam tt hn vic gi chn cac

tm mua cac mon hang thng l cua ho trn Internet,

khach hang cua mnh nh tm ra cach nhn sang tao

hoc bng cach a ln mang cac nhu cu cua mnh va

ap ng nhu cu cua khach hang vt qua mong i cua

ngi ch cac nha u thu, hoc ch n gian lt trn cac

ho. Do vy, cac i thu canh tranh ngay cang thy kho

trang web a c ho anh du.

khn hn trong vic kim c khach hang mi. T o,

Cac nha ban le da trn ca hang nhn ra rng lu

hu ht cac cng ty phai mt thi gian nghin cu lam th

lng khach hang n mua sm giam i rt nhiu. i

nao ban c nhiu san phm va dch vu hn cho cac

pho lai, nhiu nha ban le nng ng a thm khu giai tr

khach hang hin co cua mnh.

va rap chiu phim vao cac trung tm mua sm. Nhiu ca

Cac cng ty ang tp trung vao vic xy dng khach

hang sach, ca hang thc phm, ca hang ban qun ao

phn (customer share) hn la th phn (market share). Nhiu

by gi con a thm cac quy ca ph va t chc din

cng ty a tm ra nhng cach thc mi tng cng ban

thuyt va cac chng trnh biu din. V thc cht, cac ca

hang cheo(*) (cross-selling) va ban hang cao cp hn mon

hang nay ang tip th s trai nghim thay v tip th mt

hang khach nh mua (up-selling). Cac cng ty ang tm

loai san phm cu th.

cach hiu thu phn khuc th trng va khach hang t cac

Hu ht cac cng ty a xy dng c s d liu c

quyn v cac khach hang cha ng thng tin chi tit v

kho d liu cua mnh bng cach ap dung cac ky thut khai
thac d liu mi hn va hiu qua hn.

nhng y thch va yu cu cua tng ca nhn khach hang.

Cui cung cac cng ty cung a co th lam cho cac phong

Ho s dung cac thng tin nay thc hin ai tra vic

k toan cua mnh a ra cac con s thc v kha nng lam

a ra cac san phm phu hp vi tng ca nhn. Ngay

ra li nhun cua tng phn khuc th trng, tng khach

cang co nhiu cng ty gii thiu san phm cua mnh trn

hang ca th, tng san phm, knh phn phi, va tng n

mang, theo o cac khach hang co th thit k san phm

theo y mun cua mnh. Nhiu cng ty trong cac lnh vc

(*)

Ban hang cheo (cross-selling): ban thm san phm khac kem theo cho khach
hang a mua san phm cua cng ty (ngi dch chu thch).

KOTLER BAN V TIP TH

40

Tip th chin lc

41

v theo a ly. Hin nay cac cng ty ang tp trung chu y

ai ly c quyn kinh tiu hn la nhn vin cua cng ty.

vao nhng khach hang, san phm, va cac knh phn phi

Cng ty trang b cho ho cac cng cu ban hang t ng mi

tao li nhun ln nht cho ho. Ho lp ra nhng phn

nht, k ca ky nng dung ky thut a phng tin trong

thng ca goi cho cac khach hang tao ra li nhun ln hn

vic trnh bay san phm va kha nng phat trin cac hp

cho ho.

ng va cac mu hang theo yu cu cua khach hang. Phn

Cac cng ty a chuyn t li t duy ban hang theo tng

ln khach hang to ra a thch vic giao tip vi nhng

giao dch sang xy dng long chung thuy cua khach hang.

nhn vin ban hang trn man hnh may vi tnh hn la tai

Nhiu cng ty a chuyn sang t duy phuc vu khach hang

vn phong. Mt s lng ln cac cuc mua ban gia cac

sut i, theo o ho a ra dch vu chuyn n cho khach

ca nhn ang xut hin trn phng tin in t, trong o

hang cac loai hang tiu dung hang ngay (chng han, ca

ngi mua va ngi ban giao tip vi nhau qua may vi

ph, nc ngot) vi n gia thp hn. Ho co th chu

tnh cua mnh theo thi gian thc. Nhng nhn vin ban

ng mc li nhun thp hn qua mi ln ban hang,

hang khng phai di chuyn nhiu na, va cac hang hang

nhng se bu lai bng hp ng ban hang dai han.

khng th thu hep quy m. Nhng nhn vin ban hang co

Hu ht cac cng ty by gi s dung ngun lc bn

ngoai (outsource) hn 60% cac hoat ng va cac yu cu

hiu qua nht la nhng ngi nm c nhiu thng tin,

ang tin cy, d mn, va chu kho lng nghe.

cua mnh. Mt s nho cac cng ty s dung ngun lc bn

Quang cao ai tra trn truyn hnh a giam i rt nhiu

ngoai 100%, lam cho cng ty cua ho thanh cng ty ao ch

do co n 500 knh truyn hnh cung phat song. Cac bao

s hu rt t tai san va do o thu c ty sut li nhun

va tap ch in n cung giam i ang k v s lng. Mt

rt cao. Cac cng ty s dung ngun lc bn ngoai ang

khac, cac nha tip th gi y co th tip cn cac th trng

lam n rt phat at. i vi trng hp cac nha san xut

muc tiu cua mnh mt cach hiu qua hn nh quang cao

thit b may moc, hu nh ho ch mun lam n vi cac i

thng qua cac tap ch chuyn nganh trn mang va cac tp

tac cung cp duy nht, nhng ngi thit k va cung cp

oan thng tn.

toan b cac h thng (chng han, h thng phanh xe -t,

Cac cng ty khng con kha nng duy tr cac li th canh

h thng gh ngi, v.v) co lin kt vi nha san xut co

tranh cua mnh (ngoai cac bng phat minh, ban quyn,

thng hiu. Hu ht cac cng ty ngay nay la cac cng ty

cac a im u vit, cac thng tin c quyn, v.v). Cac

nm trong mang li, phu thuc rt nhiu vao cac lin

i thu canh tranh co th sao chep rt nhanh moi li th

minh chin lc vi cac cng ty khac.

thng qua cac ky thut so sanh chun mc, ao ngc, va

Trong nhiu lnh vc, nhng ngi ban hang la nhng

nhay vot. Cac cng ty u nhn thc rng li th lu dai

KOTLER BAN V TIP TH

42

ch co c, nu ho co kha nng hoc nhanh hn va thay

i nhanh hn.
Gi th chung ta quay tr lai nm 1999. Nhng ti tin

Tip th chin lc

43

4. Lit k nhng vn chnh v tip th ma doanh nghip

cua ban ang gp phai. Theo ban, th giai phap tip
th sang tao nht cho nhng vn o la g?

rng kch ban nm 2005 trn y se kch thch cac cng

5. Ban ngh g v nhng d oan tip th cho nm 2005?

ty tranh lun nhau nhiu hn v chin lc trong tng

D oan cua ban i vi nganh cua ban la g? Ban

lai. Cac cng ty thanh cng se la s t nhng cng ty bit

se phai lam g chun b cho cac iu o?

thay i cach tip th cua mnh mt cach nhanh chong

theo s bin i cua thng trng.

Cac cu hoi suy ngh

Di y la mt s cu hoi cac ban cn suy ngh anh
gia xem cng ty cua ban va cach lam tip th cua cng ty
co ap ng c cac oi hoi chnh trn thng trng hay
khng.
1. Trong vong nm nm qua, cng ngh, toan cu hoa,
va s ni long lut l a co anh hng nh th nao
n vic kinh doanh cua ban?
2. Khi ap dung Bang 1-1 v cac doanh nghip trong thi
ky chuyn i, th doanh nghip cua ban nhn chung
ri vao ct trc kia hay ct hin nay? Cach lam
nao cua hin nay to ra phu hp hn vn dung
cho cng ty cua ban?
3. Cng ty cua ban co t ra chin lc tip th chu yu
da vao mt trong chn chin lc ngn gon hay
khng? Nu co th chin lc nao? Co em lai kt qua
hay khng? Theo ban, by gi cng ty nn dung chin
lc nao?

KOTLER BAN V TIP TH

44

Tip th chin lc

45

dong cui bottom line co ngha la li nhun ngi

dch chu thch).

Cac cng ty cn co s tng trng nu mun thu hut

c nhn tai, tao ra cac c hi tin b ngh nghip, lam
thoa man cac c ng, va canh tranh co hiu qua hn.

Dung tip th hiu ro, tao ra,

thng tin, va cung cp cac gia tr

Ngi ta thng co ao tng rng co th cng

nghip hoa mt quc gia bng cach xy dng cac
nha may. Khng phai. Ban cng nghip hoa bng
cach xy dng cac th trng.Paul G. Hoffman

Khach hang ngay cang la chon nhng ngi ban

hang da trn c s cac gia tr lu dai, ch khng
phai da vao lch s lu dai.V danh

Wayne Calloway, cu tng giam c hang PepsiCo a noi

v s tng trng rt hung hn nh sau:
S tng trng ging nh kh oxy trong lanh. No se tao ra
mt cng ty y sc sng va hng hai, o moi ngi nhn
thy c hi ch thc. Ho dam mao him hn. Ho lam vic
chm ch hn va thng minh hn. Bng cach o, s tng
trng khng ch la ng lc tai chnh quan trong nht; ma
hn th na, no la mt phn cua vn hoa cng ty chung ta.
o la ly do tai sao co nhiu nha quan ly tai nng mun n
lam vic cho PepsiCo hn la i lam cho nhiu cng ty co tn
tui khac.

Nhng ng thi, ngi ta cung cn thn trong trong

Cht lng la khi khach hang cua chung ta quay
tr lai va san phm cua chung ta khng quay tr
lai.Khu hiu noi v cht lng cua hang Siemens

vic bin ban thn s tng trng tr thanh muc tiu. Muc
tiu cua cng ty phai la s tng trng co li nhun.
rt nhiu cng ty, cac nha quan ly c yu cu phai tng
doanh s va li nhun nhanh hn mc trung bnh trong

AU KHI NGHIN CU cac vn va cac ap an tip th

hin nay, by gi chung ta a sn sang xem xet tip

th co vai tro g giup cac cng ty vn ln dn u. Nu

cac cng ty ch tp trung vao chi ph th se khng bao gi

nganh cua ho. Do vy, ho eo ui bt c th trng va

khach hang nao co th eo ui c, ma iu o thng
dn n lam sai lch th trng muc tiu va hnh anh cua
mnh va lam suy yu cac ngun lc cua cng ty.

ln manh c. Khng co doanh thu th se khng co li

Trach nhim chnh cua tip th la em lai s tng trng

nhun (nguyn vn: khng co dong u th se khng co

co li nhun cho cng ty. Tip th phai nhn din, anh

KOTLER BAN V TIP TH

46

Tip th chin lc

47

gia, va la chon cac c hi th trng va xac lp cac chin

khac cua cac kt qua yu kem trn th trng. Ho thng

lc nhm gianh c v tr ni bt nu khng phai la

li cac yu kem nay ln u b phn tip th/ban hang

thng lnh trn cac th trng muc tiu. Nhng di con

cua cng ty. Di y la cac cuc phong vn vi mt s

mt bn trong cng ty va i vi cng chung noi chung

tng giam c:

tip th co nhiu hnh anh khac nhau, tt co, xu co, chnh

Nm 1993, Coopers & Lybrand tin hanh cuc thm do

xac, va khng chnh xac. Do vy trong chng nay chung

y kin cac tng giam c cua mt trm cng ty. Nhiu

ta se cp n cac vn sau:

tng giam c anh gia cac phong tip th cua mnh la

Nhng nhn thc sai lm nghim trong nht v tip th

la g?
Co phai tip th tt ch la tm ra va ap ng cac nhu
cu?
Pham vi th trng cn rng bao nhiu cng ty co th
sinh li?
Cac bc c ban cua qua trnh quan tr tip th la g?

b phn c tp trung khng ung va qua nung

chiu.
Nm 1993 McKinsey & Company cng b mt ban bao
cao noi rng nhiu tng giam c coi cac phong tip th
cua mnh la thiu tr tng tng, ch a ra mt vai
y tng mi, khng con ap ng c ky vong na.
Nm 1994 Booz, Allen & Hamilton a ra ban bao cao
bao ng y kin cua cac tng giam c cho rng cac

Nhng nhn thc sai lm nghim trong v tip th

Ngi ta thng hiu sai v tip th la g va no co th lam
g cho cng ty. Trn thc t, mt s tng giam c t ra
cac ky vong qua cao i vi cac giam c tip th cua
mnh. Chng th ma khng co g la khi nhim ky cua cac
giam c tip th ch keo dai t 16 n 18 thang!

Cach nhn cua tng giam c i vi tip th

Nhiu tng giam c to ra ai ngai trc ty l tht bai cao
cua cac san phm mi, chi ph quang cao va chi ph ban

nha quan tr thng hiu khng con bt kp vi thc

tin thng mai.
Mt s tng giam c hin nhin la nn tht vong v cac
nhn vin tip th cua mnh. Tuy nhin, mt s khac co th
a hiu sai v nhng iu ma tip th lam hay co th lam
c, hoc co th ho co nhng ky vong khng hp ly.

Hai cach nhn khng ung v tip th

Di y la hai cach nhn thng thy, nhng khng ung
v tip th:

hang khng ngng tng ln, th phn chng lai hoc giam

TIP TH LA BAN HANG. Cach nhn coi tip th va ban

sut, bin li nhun ngay cang giam va cac du hiu

hang la nh nhau la sai lm ph bin nht, khng ch i

KOTLER BAN V TIP TH

48

Tip th chin lc

49

vi nhiu ngi trong cng chung ma ca i vi nhiu

co cac phong tip th ni ma cac y tng va cng vic v

ngi trong gii kinh doanh. Tt nhin, ban hang la mt

tip th c thc hin. Nhng nu cac thai va cng

b phn cua tip th, nhng tip th khng phai ch co ban

vic v tip th ch gii han trong phong tip th, cng ty

hang. Peter Drucker nhn xet rng muc ch cua tip th

se d b vp nga. Mt cng ty co th co phong tip th/

la lam cho vic ban hang tr nn tha. Y cua Drucker

phong ban hang tt nht trong nganh nhng vn co th b

mun noi rng nhim vu cua tip th la phat hin ra nhng

tht bai trn thng trng. David Packard, ng sang lp

nhu cu cha c ap ng va chun b a ra cac giai

vin hang Hewlett-Packard, a noi rt ung rng: Tip th

phap ap ng cac nhu cu o. Khi tip th co kt qua,

la mt cng vic qua quan trong co th ch giao cho mt

ngi mua thch san phm mi a ra, th ting n se lan

mnh phong tip th. Cac b phn khac trong cng ty co

rt nhanh, va khi o vic ban hang tr nn khng con

th i x vi khach hang mt cach tuy tin, va iu o se

quan trong na.

lam cho ho khng con quan tm n cng ty na. Co th

Tip th khng th t ngang vi ban hang v no bt

u rt lu trc khi cng ty a ra san phm. Tip th la
cng vic ma cac nha quan ly phai lam t trc anh
gia nhu cu, o lng mc va cng cua nhu cu,
va t o xac nh xem c hi tao ra li nhun co hay
khng. Con ban hang ch xut hin sau khi a lam ra san
phm o. Cng vic tip th c tip tuc trong sut vong
i cua san phm, tm kim cac khach hang mi, cai
tin san phm cho hp dn hn, rut kinh nghim t vic
ban cac san phm, va quan tr vic ban hang tip theo.
Cac nha tip th ph phan cac nha quan ly cp trn a
khng coi chi ph tip th nh la s u t, ch khng phai
la chi ph, va ch nhn manh cac kt qua ngn han, ma
khng tp trung vao muc tiu dai han, va qua s rui ro.

co mt khach hang goi in thoai n cng ty va thy kho

khn trong vic nhn c thng tin hay tm gp c
ung ngi. Mt san phm c chuyn n theo n t
hang nhng lai co khim khuyt do tiu chun san xut
khng c am bao hoc la do vic ong goi san phm
kem. Hoc san phm c chuyn n tr han khng ung
li ha do li v thng tin cua kho hang. Khach hang co
th b sng st bi hoa n hang do phong k toan a
cng thm cac khoan ph ma khng co giai thch. Tt ca
nhng sai sot nay thng d xay ra khi cac b phn khac
trong cng ty khng quan tm n vic phai lam hai long
khach hang.
Mt s ngi con cho rng s d cac b phn khac thiu
y thc chm soc khach hang co th mt phn la do s tn
tai cua phong tip th! Cac b phn khac cung co th ngh

TIP TH CHU YU LA CNG VIC CUA PHONG TIP TH.

rng nhim vu cua phong tip th la san xut va lam hai

Mt cach nhn han ch khac la coi tip th ch la cng vic

long khach hang trong khi ho phai lo cng vic cua ho.

cua mt b phn trong cng ty. ung la cac cng ty u

Vy liu thai cua cac phong ban khac se tt hn nu

KOTLER BAN V TIP TH

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Tip th chin lc

51

cng ty khng co phong tip th? Chng han, Marks &

ting cua tp oan General Electric, noi vi cac nhn vin

Spencer, mt trong nhng nha ban le tt nht cua Anh

cua mnh nh sau: Cac cng ty khng th bao am s an

Quc, a khng co quang cao va cung khng co phong

toan cng vic cho cac ban c. Ch co khach hang mi

tip th nhng vn thu hut mt s lng ln nhng khach

lam c iu o! ng a lam cho cac nhn vin co nhn

hang trung thanh, ly do la v tt ca nhn vin cua Marks

thc cao v tac ng cua ho, bt k b phn nao, n

& Spencer lun ngh n khach hang trc tin.

vic lam hai long va gi chn khach hang. Ngu y: Nu ban

Cac cng ty ang phat at u c gng lam cho tt ca

cac b phn trong cng ty hng v khach hang, nu
khng noi la ly khach hang lam ng lc. Cng ty co th
anh gia xem b phn nao trong cng ty thc s hng v

khng ngh v khach hang, tc la ban khng ngh g ca.

BANG 2-1

anh gia b phn nao trong cng ty hng v khach hang

khach hang bng cach la chon nhng cu lit k trong

Bang 2-1 phu hp vi trng hp cua mnh. Chng han,
mt b phn Nghin cu & Phat trin (R&D) thc s hng
v khach hang se phai co cac nhn vin cua mnh thnh
thoang gp g cac khach hang, phi hp cht che vi cac
b phn khac trong cac d an mi, xac nh chun mc
san phm cua i thu canh tranh, li cun khach hang co
y kin i vi cac thit k san phm mi va khng ngng
cai thin san phm da vao cac phan hi cua khach hang.
Mt b phn R&D nh th se ong gop rt nhiu cho kt
qua hoat ng tip th cua cng ty. Bang 2-1 nu ra cac

B phn R&D
Danh thi gian gp g khach hang va lng nghe y kin cua ho.
Hoan nghnh s tham gia cua b phn tip th, b phn san

xut, va cac b phn khac i vi mi d an mi.

Xac nh chun mc san phm cua i thu canh tranh va tm

ra cac giai phap tt nht cho tng loai.

Li keo khach hang co y kin va gop y cho d an trong qua

trnh hnh thanh.

Khng ngng cai tin va hoan chnh san phm trn c s cac

phan hi t th trng.

du hiu hng v khach hang i vi cac b phn khac

trong cng ty.

Tm ra va ap ng cac nhu cu
Tai cac th trng co s canh tranh cao, tt ca cac b phn
cua cng ty u phai tp trung vao vic gianh cho c s
a thch cua khach hang. Jack Welch, tng giam c ni

B phn mua sm
Chu ng tm kim cac nha cung cp tt nht thay v ch la

chon trong s nhng ngi mi chao san phm.

Xy dng mi quan h lu dai vi t nha cung cp hn nhng

co tin cy cao hn v cht lng.

Khng hy sinh cht lng v gia re.

KOTLER BAN V TIP TH

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B phn san xut

Tip th chin lc

53

B phn ban hang

Mi khach hang n tham quan c s san xut cua mnh.

Co kin thc chuyn mn v nganh cua khach hang.

n thm cac nha may cua khach hang xem khach hang

N lc a n cho khach hang giai phap tt nht.

s dung cac san phm cua cng ty ra sao.

Sn sang lam vic ngoai gi khi cn bao am thc hin

ung k hoach giao hang nh a ha hen vi khach hang.

Khng ngng tm kim phng phap san xut hang hoa

Ch a ra li ha khi co th thc hin c.

Phan hi cac nhu cu va y kin cua khach hang n b phn

chu trach nhim v phat trin san phm.

Phuc vu cac khach hang quen mt cach lu dai.

nhanh hn va/hoc vi gia thanh thp hn.

Khng ngng cai thin cht lng san phm, hng ti ty l

ph phm bng khng.

ap ng yu cu cua khach hang theo yu cu ring cua

khach hang nu iu nay co th lam c ma vn co lai.

B phn tip th

B phn hu cn
Co tiu chun dch vu cao v gi gic chuyn hang va lun

lun gi vng tiu chun nay.

La b phn dch vu khach hang co hiu bit va thn thin co

th tra li cac cu hoi, x ly cac khiu nai, va giai quyt cac

vn cua khach hang mt cach thoa ang va kp thi.

Nghin cu cac nhu cu va mong mun cua khach hang trong

cac phn khuc th trng a c xac nh ro.

Danh n lc tip th cho tim nng li nhun lu dai cua cac

phn khuc muc tiu.

Xy dng nhng s mi chao co hiu qua cho tng phn khuc

muc tiu.
o lng hnh anh cua cng ty va mc hai long cua khach

hang mt cach thng xuyn.

Khng ngng thu thp va anh gia cac y tng v san phm

mi, cai tin san phm, va dch vu ap ng nhu cu cua

khach hang.
Gy anh hng n tt ca cac b phn khac trong cng ty va

n cac nhn vin ho hng v khach hang ca trong suy

ngh va hanh ng.

B phn k toan
Chun b cac ban bao cao nh ky v kha nng sinh li theo

san phm, phn khuc th trng, cac a im theo a ly (cac

vung, lanh th ban hang), quy m n t hang, cac knh
phn phi, va cac khach hang ca nhn.
Chun b cac hoa n theo nhu cu cua tng khach hang va

tra li c cac cu hoi cua khach hang mt cach lch s va

nhanh chong.

B phn tai chnh

Hiu ro va ung h cac khoan chi tiu tip th (v du, quang

cao hnh anh) nh la cac khoan u t cho tip th ma co th

tao ra s a chung va trung thanh lu dai cua khach hang.
Bit phn b cac khoan tai chnh theo cac yu cu v tai chnh

cua khach hang.

KOTLER BAN V TIP TH

54

Quyt nh nhanh chong v kha nng chi tra cua khach hang.

B phn Quan h cng chung

Bit tuyn truyn nhng tin tc thun li cho cng ty va kim

soat tn tht i vi tin tc co hai cho cng ty.

Tip th chin lc

55

thanh hoc con tim n. Khi cht lng nc ung nhiu

ni b xung cp, th Evian, Perrier, va nhiu cng ty khac
a d kin trc mt th trng danh cho nc ung ong
chai ang tng trng. Khi cac cng ty dc phm nhn
thy cn bnh stress tng ln tai cac xa hi th phat

Co vai tro nh la khach hang nm bn trong cng ty va la

trin, th nhiu cng trnh nghin cu san xut cac loai

ngi ai din cho cng chung giup cng ty co cac chnh

sach va cach lam tt hn.

thuc chng stress ra i. Tip th d kin nhu cu co

Nhng nhn vin khac co giao tip vi khach hang

Ho la nhng ngi co nng lc, lch thip, vui ve, co uy tn,

ang tin cy, va bit ap ng.

nhiu rui ro hn tip th ap ng nhu cu; cac cng ty co

th bc vao th trng qua sm hoc qua mun, hoc
thm ch hoan toan sai lm khi ngh rng mt th trng
d kin nh vy co th phat trin.
TIP TH HNH THANH NHU CU (Need-shaping Market-

Chung ta cn phn bit ba mc thc hin tip th,

ing). Mc tip th tao bao nht xut hin khi mt cng

c goi la tip th ap ng nhu cu, tip th d kin nhu

ty a ra mt san phm hay dch vu ma cha co ai yu

cu va tip th hnh thanh nhu cu.

cu va thm ch thng khng tip nhn. Vao nhng nm

TIP TH AP NG NHU CU (Responsive Marketing). Nhim

1950 khng co ai yu cu n cac san phm nh la Sony

vu cua tip th c xac nh la tm ra va thoa man cac

Walkman, Sony Betamax hay a hat Sony 3-inch. Tuy

nhu cu. y la mt hnh thc tip th ang c ap

nhin, Sony di s lanh ao cua ngi sang lp va chu

dung khi co mt nhu cu ro rang va khi mt s cng ty a

tch cng ty, Akio Morita, a a ra cac san phm noi trn

nhn din ra nhu cu va co sn giai phap kha thi. Nhn

va nhiu san phm khac na ma sau nay tr thanh cac

thy rng co nhiu phu n khng mun mt nhiu thi

dung thng ngay cua nhiu ngi. Morita a khai quat

gian cho vic nu nng va git giu a dn n vic phat

trit ly tip th cua ng bng nhng li sau: Ti khng

minh ra may git, may sy kh, may ra bat a, va lo vi

phuc vu cac th trng. Ti tao ra chung.1

ba. Ngay nay nhiu ngi nghin thuc la mun bo thuc

Co le s khac bit gia nhng ngi tip th ap ng

th co th la chon rt nhiu phng phap cha tr. Phn

nhu cu va d kin nhu cu hay hnh thanh nhu cu co

ln cach tip th ngay nay la tip th ap ng nhu cu.

th c khai quat ro nht bng s khac nhau gia mt

TIP TH D KIN NHU CU (Anticipative Marketing). Mt

cng ty b th trng leo lai va mt cng ty leo lai th

ky cng khac trong tip th la nhn ra nhu cu ang hnh

trng. Hu ht cac cng ty ch mc b th trng leo

KOTLER BAN V TIP TH

56

Tip th chin lc

57

lai, ma ban thn mc nay a la mt bc tin so vi

hang Kodak mun cho cun phim ng trong hp mau

vic b leo lai bi san phm. Cac cng ty b th trng leo

vang ni ting cua mnh se lam hai long bt c ai mun

lai tp trung vao vic nghin cu cac khach hang hin thi

chup anh.

xac nh cac vn ho gp phai, thu thp cac y tng

mc t s hn la cac cng ty tin hanh tip th

mi, va th nghim nhng s cai tin san phm c

co muc tiu. Ho thit k ra cac san phm/dch vu cho mt

xut va nhng thay i t hp tip th. Nhng n lc cua

hoc mt vai phn khuc cu th hn la cho toan b th

ho thng em lai nhng cai tin dn dn, khng co c

trng. Hang Daimler-Benz nhm vic ban xe -t Mercedes

s i mi trit .

khng phai cho toan b th trng ma ch cho nhng ngi

Ngc lai, cac cng ty leo lai th trng nng cao tm

mua giau co nhng ngi mun chic -t cht lng cao

nhn va s vn minh cho chung ta. Nhng cng ty o tao

va xa x. Procter & Gamble thit k loai du gi u Head

ra cac th trng mi hoc cai tin chung loai san phm

and Shoulders c bit cho nhng ngi cn tr gau.

hoc thay i lut chi. Ho tao ra nhiu san phm mi,

dch vu mi, cac khun mu kinh doanh mi; thit lp mt
bng gia mi; phat trin cac knh phn phi mi; nng cao
dch vu n mt mc khng th tin c. Trong s nhng
cng ty leo lai th trng phai k n CNN, Club Med,
Federal Express, The Body Shop, IKEA, Benetton, va Charles
Schwab. Va mt s cng ty ni ting khac cung th hin xu
hng leo lai th trng nh la DuPont, Sony, Gillette,
Hewlett-Packard, Tetra Pak, va 3M.

Mc tip th v m thp nht, tc tip th mc

khach hang, c thc hin bi cng ty tp trung vao vic
a ra va iu chnh s mi chao/giao tip n tng khach
hang ca th. Chng han, nhng th lam nha theo y khach,
se gp tng khach hang thit k nha theo y mun cua
ho. Hay hang -t BMW a ra trang web theo o khach
hang tim nng co th thit k hnh dang xe BMW theo y
mnh mun.
Mi mt mc tip th u co hang loat c hi va rui

Pham vi th trng cn rng bao nhiu cng ty

co th sinh li?
Mt trong nhng quyt nh then cht ma mt cng ty cn
a ra la x ly th trng mt cach ng nht n mc

ro kem theo. Chung ta se xem xet cac mt li hai cua tng

loai nh sau.

Tip th ai tra

nao. mt thai cc la tip th ai tra, tai o cng ty a

Cuc cach mang cng nghip a m ra kha nng cho cac

ra mt san phm hay dch vu tiu chun cho toan b th

nganh cng nghip san xut ai tra, phn phi ai tra, va

trng. Nh Cng ty Coca-Cola mun cho loai nc giai

quang cao ai tra cac san phm thng dung nh la xa

khat ni ting cua mnh co th n tay moi ngi. Va

bng, kem anh rng, ung, va thc n. Mc du nhiu

KOTLER BAN V TIP TH

58

Tip th chin lc

59

san phm nay luc u thng c ban s, nhng nay

knh truyn hnh. Con cac khach hang ngay nay co th

chung c ban di dang ong goi ring le co kem theo

xem (hoc lt qua) hn 50 knh truyn hnh va co ti 10

thng hiu vi s lng ngay cang tng. Cac nha san

ngan tap ch oc.

xut s dung quang cao ai tra cho vic tao nhu cu cho

D oan v s cao chung cua tip th ai tra co phn

khach hang ho oi hoi nhan hang o khin cho nhng

qua sm. Tai Lin X trc y, ni ma ngi dn b thiu

ngi ban le buc phai tch tr nhan hang o. Cac nha san

thn hang hoa co cht lng trong thi gian 70 nm, vic

xut cung se mi chao nhng u ai trc tip (nh cac t

chuyn i t nn kinh t k hoach sang nn kinh t th

khuyn mai) cac nha ban le tin hanh va trng bay

trng t do a tao ra c hi vang cho cac nha tip th ai

nhng thng hiu c tp trung quang cao. Nh vy

tra. Cac cng ty nh la McDonalds, Nike, va Procter &

nh y manh quang cao cac thng hiu cua mnh (li

Gamble ang lao vao th trng nc nay vi nhng san

keo) va khuyn khch nhng ngi mua hang trc tham

phm san xut ai tra va thu hut c am ng khach

gia va trnh bay hp dn cac thng hiu nay (y manh),

hang nao nc mua nhng san phm thng hiu ni ting

cac nha san xut co thng hiu hang u se bao am

cua ho.

c ch ng vng chc cua mnh tai cac gian hang va

trong long nhng ngi mua hang.

Ngoai ra, mt hnh thc cu th cua tip th ai tra goi

la ban hang ai tra (mass selling) ang tng trng vi

Ngay nay nhiu nha phn tch d oan s cao chung

mc bung n trn th gii. Cac cng ty ban hang ai

cua tip th ai tra. Ho cho rng th trng ai tra ang b

tra Avon, Amway, Mary Kay, va Tupperware ang canh

phn nho thanh cac phn khuc nho hn va vi s lng

tranh vi cac nha ban le da vao ca hang bng cach s

khach hang ln hn, mi phn khuc co nhng th hiu

dung mt i qun cac nha phn phi t mnh lam chu

ring va nhng yu cu cu th hn, oi hoi cn co tip th

ban cac loai hang cho ho nh la my phm, trang sc,

co muc tiu nhiu hn. Theo ho, ngn sach danh cho tip

v.v trc tip n tng nha, tng cng s, hay thng qua

th ngay nay khng th ap ng c cac chi ph cao cho

cac ai ly tai nha. Cac nha phn phi nay, thng la nhng

vic a ra va quang cao mt thng hiu ai tra, c bit

ngi lam vic tai nha tm kim thu nhp thm, ho mua

nu o ch la mt thng hiu n theo. Hn na, ho con

mt lng nho cac san phm mu, c hun luyn chut

cho rng s phn nho khng ngng phng tin truyn

t v ky nng ban hang, va th la tip cn ban be, lang

thng ai chung lam cho vic chuyn thng tin y u n

ging, va ngi la ban c hang. Ho c hng hoa

quang ai qun chung tr nn tn kem hn. 40 nm v

hng t s hang a ban c va hoa hng phu thm t s

trc, hu ht ngi My oc tap ch Life va xem mt vai

hang ban c cua cac phn phi vin khac do ho tuyn

chng trnh truyn hnh gi cao im cua mt trong ba

c. Vao dp cui nm, Mary Kay trao giai thng mt

KOTLER BAN V TIP TH

60

Tip th chin lc

61

chic xe hi loai xn Cadillac cho nhng nha phn phi at

co nhiu thng hiu kem anh rng khac nhau xut hin

thanh tch cao nht va nhiu giai thng c sc khac tai

vi nhng quang cao noi v u im cua mi loai, nhm

cuc ai hi hang nm tn kem va y cam xuc.

tr thanh thng hiu chnh c la chon cho phn khuc

Ban hang ai tra ang phat trin rt manh tai nhiu ni

muc tiu nht nh.

trn th gii nh Indonesia, n , Trung Quc ni ln

80 nm trc hang General Motors a vt qua hang

la mt c hi y ha hen cho hang triu ngi kim

Ford tr thanh nha san xut -t ln nht Hoa Ky nh

thm thu nhp va thm ch lam giau. Mt s cng ty a li

tha nhn tm quan trong then cht cua phn khuc th

dung ban hang ai tra, theo o a phong ai mc thu

trng. Trong khi ng gia ky cu Henry Ford chiu khach

nhp tim tang va/hoc lam ra cac san phm kem cht

hang moi th min la xe mau en, th GM ap dung chin

lng ma nhng ngi i phn phi khng co ai mua. o

lc thit k va a ra loai xe phu hp vi moi tui tin,

goi la k hoach ban hang hnh thap (pyramid selling)

muc ch va ca tnh. Gia nhng nm 1920 va 1923, th

phn bit vi cac t chc ban hang ai tra chn chnh va

phn cua Ford trt dc t 55% xung con 12%.

co uy tn tin hanh phng phap tip th thng goi la

tip th mang li (network marketing) hay tip th a
cp (multilevel marketing).2

Tip th muc tiu

Khi quyt nh tip th muc tiu, cng ty co th chia th

trng thanh cac phn khuc nho hn, nho hn na. Trn
thc t, chung ta co th phn bit ba mc chia lai th
trng: mc phn khuc thng hiu, mc th trng
ngach va mc t bao th trng.

Trong bai vit co tnh khai pha nhan Khac bit hoa san
phm va phn khuc th trng nh nhng chin lc tip

CAC PHN KHUC. Cac th trng co th c chia nho

th thay th, xut ban nm 1956, Wendell Smith a phn

thanh nhiu phn khuc rng. Phn khuc li ch co ngha

bit cng ty a ra s a dang cua san phm (s khac

la tp hp nhng ngi tm kim cac li ch ging nhau;

bit hoa san phm) vi cng ty lam ra cac san phm cho

chng han, co nhng ngi mua hang thch tm kim gia

ca c phn khu c th tr n g cu th (s phn khu c th

re, nhom khac mun hang cht lng cao, va co nhom

trng).3 Quan im phn khuc th trng cho rng moi

mun i tm dch vu hoan hao. Phn khuc dn s hoc

th trng u bao gm cac nhom khach hang (cac phn

ngha la tp hp nhng ngi co cung c im v dn s

khuc) co nhng nhu cu va y mun khac nhau. Chng

hoc: nhng cng dn ln tui giau co, nhng tng lp tre

han, trong s nhng khach hang mua kem anh rng, co

thu nhp thp v.v Phn khuc tnh hung ngha la tp

ngi coi trong bao v khoi su rng, co ngi thch co

hp nhng ngi co cung tnh hung s dung san phm;

mui thm, hay lam trng rng. Bi vy khng co g la khi

chng han, cac khach hang i may bay v cng vic, giai

KOTLER BAN V TIP TH

62

Tip th chin lc

63

tr, hay v ly do khn cp. Phn khuc mc s dung

khuc co th tr nn kem hp dn ngi tiu dung mun co

ngha la tp hp nhng ngi theo tng nhom tuy thuc

s thay i, hoc thu hut qua nhiu i thu canh tranh

mc s dung nhiu, va phai, t, hay khng s dung

dn n lam giam li nhun cua tng i thu. Nhng rui

san phm. Phn khuc li sng ngha la tp hp nhng

ro nay khin cho cac cng ty thin v tip th a phn khuc

ngi theo li sng khac nhau, chng han dn ngoai thanh

nhiu hn, vi nhn thc rng khi mc li nhun cua mt

thch mc ao lng va i xe -t co ca sau, hay ga an

phn khuc nao o giam i th cng ty vn co th duy tr

ng ngang tang eo sung ngn i xe tai nhe.

c mc li nhun chung nh vao cac phn khuc khac.

Ro rang la moi th trng co th c phn khuc theo

Ngoai ra, tip th a phn khuc con cho phep cng ty co

nhiu cach khac nhau. Nha tip th nao cung mun tm ra

c li th v chi ph nht nh nh hiu qua kinh t do

nhu cu ln cha c ap ng bin thanh mt th

quy m va do pham vi.

trng beo b. nhn din ra nhng phn khuc nh

vy, cac nha tip th co hai s la chon. Mt la ch tp
trung vao mt phn khuc (tip th n phn khuc), hai la
mt vai phn khuc, mi phn khuc tng ng vi s mi
chao ring khac nhau (tip th a phn khuc).

CAC TH TRNG NGACH. Th trng ngach thng ch

mt s tp hp nho hn cac khach hang co nhu cu xac
nh hep hn hoc kt hp cac nhu cu c ao. Nh
phn khuc th trng xe hi th thao co th c chia nho
hn thanh nhiu th trng ngach cua ngi mua: th trng

Tip th n phn khuc co ba li th sau:

ngach cua nhng khach hang thch loai xe ua t tin,

1. Cng ty co th d dang nhn din nhng ngi mua

hang ring bit trong phn khuc ap ng nhu cu

cng sut ln (chng han xe Ferraris hay Lamborghinis);

cua ho, tin hanh phn nhom khach hang va a ra

hn, bt dang xe ua hn nhng vn co cng sut ln

mi chao cu th, hp dn vi tng nhom khach hang

o.

(nh la xe Porsch); th trng ngach danh cho nhng khach

2. Cng ty co t i thu canh tranh hn trong phn khuc

hoat ng nh xe th thao (nh loai xe BMW); va th trng

a c xac nh ro rang, va hiu ro hn cac i thu

ngach cua nhng ngi thch loai xe re hn, trng co dang

cua mnh.

xe th thao nhng khng phai xe th thao (chng han xe

3. Cng ty co c hi tt tr thanh ngi cung cp s

la chon cho phn khuc va chim c th phn va
li nhun.
Mt khac, cach tip th n phn khuc co rui ro la phn

th trng ngach cua nhng khach hang thch loai xe re

hang thch cac loai xe co hnh dang thng thng nhng

Ford Mustang).
Vic tp trung vao phuc vu khach hang trong mt th
trng ngach se co nhiu li th, k ca co c hi bit ro
tng khach hang mt cach thn mt hn, co t i thu

KOTLER BAN V TIP TH

64

canh tranh hn (khng co, hoc ch co mt hoc hai), va

co c bin li nhun ln, v khach hang se sn sang tra
cao hn v cng ty ban hang trong th trng ngach rt
thanh thao trong vic ap ng cac nhu cu cua ho. ng
nhin, cac nha ban hang cho th trng ngach cung gp
phai nhng rui ro ging nh cac nha tip th phn khuc
n nu th trng ngach tr nn yu i. Cng ty phai theo
doi cht che th trng ngach khng bin thanh l hng.
Nu thy khng chc chn, cng ty nn theo ui chin
lc th trng a ngach (multiniche strategy) thay cho
chin lc ngach duy nht.
Ngay nay nhiu th trng, ngach la iu ph bin.
Blattberg va Deighton noi rng cac th trng ngach qua
nho be co th em lai li nhun ngay nay se tr nn rt
co lai khi hiu qua tip th c cai thin.4 Cac cng ty
hoc la i la chon cac th trng ngach hoc la se b cac
th trng ngach gy thit hai. Va co nhng bng chng
thuyt phuc cho thy co nhiu cng ty giau co la nh vao
cac th trng ngach.5 Hermann Simon, trong cun sach
cua mnh Hidden Champions (Nhng nha v ch giu
mt) a lit k s lng ang ngac nhin cac cng ty c
ma tn tui rt xa la vi cng chung, nhng a chim th
phn trn th gii hn 50% trong cac th trng ngach cua
mnh va thu c li nhun ln.6 Di y la mt s v du:
Tetra chim 80% th trng ca nhit i trn th gii.
Hohner chim 85% th trng ken harmonica trn th gii.

Tip th chin lc

65

Nhng nha v ch giu mt nay thng c phat hin

tai th trng n nh, la cac cng ty s hu gia nh hoc
nm gi phn ln c phn, va tn tai rt lu i. Nguyn
nhn thanh cng cua ho co th c giai thch nh sau:
1. Ho phuc vu khach hang rt tn tnh va a ra dch
vu hao hang, theo yu cu cua khach hang, va rt
kp thi (ch khng phai la gia re).
2. Cac nha quan ly cp cao cua ho gi lin lac trc tip
va thng xuyn vi nhng khach hang chnh.
3. Ho nhn manh vic i mi lin tuc nhm nng cao
gia tr em n cho khach hang.
Cac nha v ch giu mt kt hp vic tp trung cao vao
san phm vi s a dang v a ly va xac lp uy tn hang
u trong th trng muc tiu ngach.
CAC T BAO TH TRNG (Market Cells). Nhng cng ty
mun nhm vao cac nhom khach hang nho hn co cung
mt s c im co th tao ra c hi cho th trng, c
goi la cac t bao th trng. Ngay nay nhiu cng ty xy
dng cac c s d liu khach hang cha ng cac thng
tin v khach hang cua mnh nh v dn s hoc, s mua
sm trong qua kh, cac s thch, va cac c tnh khac.
Hang American Express va cac cng ty the tn dung khac
co hang tn s liu lu tr v khach hang, cung nh cac
cng ty t mua hang qua catalog, cac cng ty in thoai,

Becher chim 50% th trng du loai ln trn th gii.

cac cng ty dch vu cng cng, cac ngn hang, va cac cng

Steiner Optical chim 80% th trng knh mt dung

ty bao him. Nhng cng ty nay co ca mt kho d liu nm

trong qun s trn th gii.

ch c phn tch. Cac cng ty khac nh la IBM,

KOTLER BAN V TIP TH

66

Tip th chin lc

67

Andersen Consulting, va EDS, cung cp mt loai dch vu

cho vic tiu chun hoa san phm. Gia ca giam xung, va

goi la khai thac d liu, s dung cac ky thut phn tch va

khach hang chp nhn cac san phm at tiu chun kha

thng k co sc manh ln tm ra nhng c im chung

nhm muc ch co th tit kim c chi ph.

va phat hin mi v khach hang. Di y la mt v du:

Mt cng ty hang u v ban hang may mc vi s khach
hang trn hai triu ngi a mi hang IBM khai thac d
liu cua mnh va giup tm ra cac tp hop nhom khach
hang. Thay v a ra nm phn khuc th trng thng
thy, hay 50 th trng ngach, cac nha nghin cu IBM
nhn din ra 5.000 t bao th trng. Chng han IBM phat
hin ra 850 khach hang cua cng ty ban hang theo catalog
a mua ao s mi mau xanh va ca vat mau o! Ly do rt ly
thu y la nhng ngi mua hang nay co th se quan
tm n vic mua (chng han) ao khoac mau xanh nc
bin nhiu hn so vi s khach hang trung bnh cua cng
ty. Cng ty co th co li nu gi th n 850 khach hang
nay chao gia c bit cho loai ao khoac mau xanh nc
bin. Nu iu nay la ung, th ty l hng ng cua cac t
bao th trng nay co th at n 10%.

Vi s xut hin cua may vi tnh, tip th theo c s d

liu, va cac nha xng linh hoat, th chi ph a ra cac san
phm phu hp vi tng khach hang va chi ph thng tin
lin lac giam xung, du khng ti mc bng chi ph san
xut san phm tiu chun nhng t ra cung khng phai la
cao hn nhiu. Chung ta ang chng kin s tai xut hin
tip th theo tng khach hang, khng phai la hnh thc tip
th bao trum, nhng la hnh thc ngay cang phat trin va
ha hen. Ngay nay chung ta co th t hang mt chic xe
ap c lam mt cach c bit, mt chic qun jean c
ct theo yu cu khach hang, mt b ao tm n theo kiu
duy nht v.v
Co th nu ra s phn bit gia tip th theo tng khach
hang va tip th theo khach hang ai tra. Tip th theo
tng khach hang xay ra khi ngi ban hang lam mt san
phm mi t u cho khach hang, cung nh th may o
hay th un st lam san phm theo yu cu cua khach

Tip th mc khach hang

Trc Cuc Cach mang Cng nghip, cac th thu cng co
th nhn cac n t hang ring cua cac khach hang. Cac
th may th may o cho tng khach hang, con cac th
ong giay th lam tng i giay ring cho tng khach hang.
Khi Cuc cach mang Cng nghip tin trin, cac nha san
xut lam ra nhiu san phm lu kho va s dung thng
hiu va quang cao kch thch khach hang tm n cac
san phm cua mnh. Nn kinh t san xut ai tra u tin

hang. Tip th khach hang ai tra xay ra khi cng ty a

thit lp c mt s mu c ban co th c kt hp theo
nhiu cach khac nhau cho tng khach hang.7 Chng han
hang Dell Computer co th a n tng khach hang loai
may vi tnh lp rap ring bng phn cng va phn mm
theo yu cu cua khach hang. Hang -t BMW co th lam
ra cac loai -t ai tra nhng ap ng cac yu cu ring
cua khach hang, bng cach -t c lp sn v c ban tr
mt s b phn co nhiu s la chon se c lp sau theo

KOTLER BAN V TIP TH

68

yu cu cua khach hang. Tip th theo khach hang ai tra

Tip th chin lc

69

= Kim soat (control) (nhn thng tin phan hi,

cung xut hin khi cac nha cung cp dch vu co nhng

anh gia kt qua, va xet lai hay cai thin chin

iu chnh trong ban chao hang nhm ap ng cac yu

lc STP va cac chin thut MM)

cu cu th cua khach hang. Chng han nh h thng khach

Tip th co hiu qua thng bt u bng nghin cu,

san Ritz-Carlton lu gi trong cac c s d liu cua mnh

R. Nghin cu su mt th trng se phat hin ra cac phn

cac thng tin v s thch cua tng khach hang v quy cach

khuc khac nhau, S, bao gm nhng ngi mua hang vi

phong, s tng, khu vc cm hoc c hut thuc la, trai

nhng nhu cu khac nhau. Cng ty nao khn ngoan se xac

cy hoc hoa t trong phong, cac loai gi phu thm v.v

nh muc tiu, T, i vi nhng phn khuc ma cng ty co

Tip th khach hang ai tra con c s dung khi ngn

th ap ng mt cach siu vit hn. i vi tng phn

hang gi thip sinh nht hay co nhng s chao hang ring

khuc muc tiu, cng ty cn phai nh v, P, s chao hang

cho cac khach hang.

cua mnh sao cho cac khach hang muc tiu anh gia c
s chao hang cua cng ty khac vi s chao hang cua i

Cac bc chu yu trong qua trnh quan tr tip th

thu canh tranh khac nh th nao. STP ai din cho t duy

Cac nha tip th cung co np ngh ring, cung nh cac lut

tip th chin lc cua cng ty. By gi cng ty se phat

s, nhn vin k toan, cac chu ngn hang, cac ky s va cac

trin t hp tip th chin thut cua mnh, MM, bao gm t

nha khoa hoc co np ngh ring cua ho. Cac nha tip th

hp cac quyt nh v san phm, gia ca, phn phi, va

coi qua trnh quan tr tip th bao gm nm bc c ban

khuyn mai. Sau o cng ty se thc hin, I, t hp tip th.

co th trnh bay nh sau:

Cui cung, cng ty se s dung cac bin phap kim soat, C,

R STP MM I C

theo doi va anh gia kt qua va cai thin chin lc

STP va cac chin thut MM cua mnh.

Trong o:
R

= Nghin cu (ngha la nghin cu th trng)

STP = Phn khuc (segmentations, xac nh muc tiu

(targeting), va nh v (positioning)
MM = T hp tip th (marketing mix) (ph bin vi tn
goi la 4P: san phm [product], gia ca [price], a
im [place] va khuyn mai [promotion])
I

= Thc hin (implementation)

Nghin cu
Nghin cu la xut phat im cua tip th. Khng co nghin
cu, mt cng ty se i vao th trng chng khac g mt
ngi b mu. Co mt cu chuyn noi v mt nha san xut
giay Hng Kng, ng ta phn vn khng ro th trng tai
mt hon ao xa xi Nam Thai Bnh Dng co danh cho
san phm cua mnh hay khng. ng ta c mt nhn vin
nhn lnh t hang n hon ao, sau khi xem xet qua loa

KOTLER BAN V TIP TH

70

Tip th chin lc

71

nhn vin nay lin bao cao v: Nhng ngi y khng

nhun em lai co phu hp vi cac muc tiu tai chnh cua

i giay. y khng co th trng. Khng tin vao bao cao

cng ty hay khng.

cua nhn vin nay, nha san xut giay Hng Kng c mt

Vic nghin cu se giup cho cng ty nhn ra rng nhng

nhn vin ban hang n hon ao. Nhn vin ban hang

ngi mua hang bt ky th trng nao thng co nhu

bao cao: Nhng ngi y khng i giay. y co mt

cu, quan im, va s thch khac nhau. Nhng ngi phu

th trng rt ln. Lo ngai rng nhn vin ban hang co th

n cn loai giay khac vi ngi an ng; nhng ngi beo

b cun hut trc canh nhn thy co qua nhiu ngi khng

cn loai giay khac vi ngi gy. Khi thi trang i vao th

i giay, nha san xut Hng Kng c ngi th ba n hon

trng giay th s thch se m rng ra nhiu hn do s

ao, ln nay la mt nha tip th. Nha tip th chuyn nghip

khac nhau v thu nhp, giao duc, va th hiu.

nay tin hanh phong vn ngi thu lnh cua b lac va

nhiu ngi a phng khac, sau o in bao cao v:
Nhng ngi y khng i giay. Tuy nhin ban chn cua
ho rt yu. Ti a hng dn cho thu lnh b lac hiu vic
i giay se giup cho ng bao cua ng ta tranh c cac
bnh tt i vi ban chn ra sao. ng ta rt nhit tnh. ng
ta d kin rng 70% ng bao cua ng ta se mua giay vi
cai gia 10 -la mt i. Chung ta co th ban 5.000 i giay
trong nm u tin. Chi ph cua chung ta trong vic a
giay n hon ao va lp c s phn phi se vao khoang 6
-la mt i giay. Chung ta se kim c 20.000 -la cho
nm u tin va vi s vn u t bo ra chung ta se co ty
sut li nhun trn vn u t (ROI) la 20%, ln hn ty sut
ROI bnh thng cua chung ta la 15%. y la cha noi n
gia tr thu nhp cao hn trong tng lai khi i vao th
trng nay. Ti kin ngh chung ta nn tip tuc tin hanh.

S phn khuc, xac nh muc tiu, va nh v Tip th

chin lc
Do vic nghin cu chc chn se phat hin ra nhiu loai
phn khuc khach hang, nn cac nha quan ly cn phai
quyt nh se theo ui nhng phn khuc nao. Ho cn
phai hng muc tiu vao nhng phn khuc nao ma ho co
th em n hoa lc siu vit hn. Bng cach kim tra
nng lc cua mnh i vi cac yu cu cn co cho s thanh
cng trong tng phn khuc, ho co th la chon cac phn
khuc muc tiu mt cach khn ngoan hn.
Sau o cng ty cn phai nh v s chao hang cua mnh
cac khach hang muc tiu bit c nhng li ch then
cht hin din trong s chao hang o. Chng han, hang
Volvo a nh v -t cua mnh la xe -t an toan nht trn
th gii. Cng ty cung c s nh v o thng qua khu

Nh v du nay cho thy, tip th tt cn co s nghin

thit k, th nghim, quang cao v.v nh v la n lc

cu ky lng v c hi cua th trng va s tnh toan v

cy ghep vao s chao hang nhng li ch then cht va s

tai chnh da trn c s chin lc c t ra ch ro li

khac bit trong tm tr cua khach hang.

KOTLER BAN V TIP TH

72

Tip th chin lc

73

Ngoai li ch then cht, ngi ban hang se phai trnh

Khuyn mai (Promotion): Cac hoat ng giao tip vi

bay cho khach hang tim nng bit cac ly do khac v sao

khach hang, nh la quang cao, khuyn mai ha gia, lin

khach hang nn chon thng hiu cua ho. Mt thng

lac th t trc tip hay thng qua phng tin ai chung

hiu khng ch c nh v da duy nht vao mt thuc

thng tin, thuyt phuc, hay nhc nh th trng muc

tnh hay li ch trung tm, ma con mang theo s nh v

tiu v s co mt cua san phm va ch li cua no

y u hn. S nh v y u cua thng hiu c goi

la s nh v gia tr cua thng hiu (value proposition).
y la giai ap cho cu hoi cua khach hang, Tai sao ti
nn mua thng hiu cua ng? S nh v gia tr cua
Volvo khng ch gm co s an toan ma con khng gian
rng, bn lu, va tnh thi thng, cung vi gia ca xem
ra rt hp ly xet v tng hp cac li ch.

S thc hin
Sau khi vach ra k hoach chin lc va chin thut, by
gi cng ty cn tin hanh lam ra san phm nh a thit
k, nh gia san phm, phn phi, va khuyn mai san
phm o. y goi la giai oan thc hin. Tt ca cac b
phn cua cng ty u phai hanh ng: phong Nghin cu

T hp tip th Tip th chin thut

& Phat trin (R&D), phong cung ng, phn xng san xut,
phong tip th va ban hang, phong nhn s, phong hu

Cac nha tip th cua cng ty sau o phai chuyn n giai

cn, phong k toan, va tai vu.

oan tip th chin thut, xac lp cac cng cu cua t

Trong giai oan nay, tt ca vn lin quan n vic

hp tip th (MM) nhm h tr va a ra s nh v cua san

phm. Nhng cng cu nay thng c bit n vi tn

thc hin u co th xay ra. Phong R&D co th nhn thy

vic tao ra c san phm theo yu cu la khng d dang

goi la 4P:

g. Chng han mt cng ty ca ph mun ch ra mt th ca

San phm (Product): S mi chao ra th trng, c bit

la i vi san phm hu hnh, bao b, va tp hp cac

ph co mui v phong phu, manh me, khoe khon. Phong

phat trin san phm nay a mt nhiu thang tm ra mt

dch vu ma ngi mua co th oi hoi trong khi mua

loai ca ph hn hp ma cac khach hang sau khi ung th

hang

se tha nhn la no co mui v phu hp vi s m ta. Trong

qua trnh thc hin, phn xng san xut co th ku ca

Gia ca (Price): Gia ca cua san phm cung vi ph tn

khac phat sinh khi giao hang, bao hanh v.v

rng khng th san xut loai ca ph hn hp nay vi quy

a im (Place hoc distribution): Vic sp xp b tr

m ln, hoc nu co th chi ph qua cao. Phong cung ng

co th bao cao rng gia mua loai ca ph hat cu th nao o

lam cho san phm lun co sn va d dang tip cn c

la qua bin ng co th gi cho gia ban lun n nh

i vi th trng muc tiu

tai th trng muc tiu.

KOTLER BAN V TIP TH

74

Tip th chin lc

Cac vn trong qua trnh thc hin thng xay ra bn

trong phong ban hang va tip th. Thomas Bonoma lp

75

nh la qua trnh san xut va cung ng, quan ly tai san, va

quan ly uy tn cua cng ty.

lun rng hu ht cac chin lc tip th u chp nhn

c, nhng vic tip th thng tht bai tai khu thc

Kim soat

hin.8 S tht bai o bao gm tht bai cua i ngu ban

Bc cui cung trong qua trnh tip th la kim soat. Cac

hang trong vic ban trc tnh cht c thu cua san

cng ty thanh cng u la cac cng ty bit hoc hoi. Ho thu

phm hay gia ca cua no; vic tin hanh quang cao mt

thp cac thng tin phan hi t thng trng, cac kt qua

cach ngheo nan; khng cung cp c dch vu at mc

kim toan va anh gia, va tin hanh sa cha nhm nng

nh a ha hen v.v Gn y, Frank Cespedes a tng

cao kt qua hoat ng cua mnh. Mt cng ty khng at

kt nhiu vn trong khu thc hin do s phi hp kem

c muc tiu cua mnh co th rut ra bai hoc sai lm la do

gia cac b phn quan ly san phm, ban hang tai hin

mt trong cac nhn t cua t hp tip th 4P, hoc thm

trng, va dch vu chm soc khac hang. ng a nhn

ch c ban hn la do s phn khuc, xac nh muc tiu, hay

manh s cn thit i vi tip th ng b, tc la s phi

s nh v. S tip th tt lam vic theo nguyn tc iu

hp sun se va cht che hn gia cac b phn chc nng

khin hoc lai con thuyn bng cach khng ngng theo doi

quan trong co quan h vi khach hang nay.

Vic thc hin cng vic tip th oi hoi s lin kt con

nhiu hn na. Lanning coi s nh v gia tr cua thng
hiu nh la mt li ha a n cho khach hang mt s

v tr cua no so vi ch n. Khoa hoc va ngh thut kim

soat tip th se c trnh bay Chng 10.

Cac cu hoi suy ngh

trai nghim co kt qua.10 Tuy nhin nhiu khach hang

Di y la mt s cu hoi se giup ban anh gia vai tro

khng nhn c s trai nghim nay v s kim soat co

cua tip th va tnh hiu qua cua cng vic tip th trong

gii han cua th trng i vi h thng cung cp gia tr.

cng ty cua ban.

Vn nay a c Knox va Maklan hng ng, khi cho

1. Ban nh ngha tip th trong cng ty cua ban nh th

rng nhiu cng ty tht bai trong vic lin kt gia tr thng

nao? Cac b phn khac trong cng ty nhn nhn tip

hiu vi gia tr khach hang.

11

Cac nha quan ly thng hiu

th nh th nao?

tp trung vao vic phat trin s xut gia tr, trong khi

2. Cac b phn khac trong cng ty cua ban quan tm

o cac khach hang co thc s tip nhn xut gia tr hay

n khach hang nh th nao? Hay s dung Bang 2-

khng lai phu thuc vao kha nng cua nha tip th gy

1 so sanh. Nhng b phn nao trong cng ty la

anh hng i vi cac qua trnh then cht trong cng ty,

yu nht v vn nay? Cn phai lam g tng b

KOTLER BAN V TIP TH

76

Tip th chin lc

77

phn nay quan tm n khach hang nhiu hn?

3. n v kinh doanh cua ban hoat ng mc th

trng nao, th trng ai tra, phn khuc, ngach, hay

mc tng khach hang? Mc o vn ung hay
khng trc tnh hnh th trng hin nay va trong
tng lai?
4. Lit k nhng tnh hung ma chin lc tip th cua
ban va cac k hoach vn ung nhng co nhng vn
ngoai d kin xay ra trong khi thc hin. Nhng

Nhn din cac c hi th trng

va phat trin vic a ra
cac gia tr a nhm n

vn thng xay ra khi thc hin la g va cn lam

g tranh khng xay ra nhng vn o?
Cng vic cua tip th la bin cac nhu cu cua xa
hi thanh cac c hi tao ra li nhun.V danh
Tm nhn la ngh thut nhn thy nhng cai v
hnh.Jonathan Swift
Nghch canh chnh la c hi c nguy trang.
Tuc ng c
Cach tt nht d oan tng lai la sang tao ra
tng lai o.Dennis Gabor

HI LUN CO SN, va ch nhng nha tip th tnh

tao mi cam nhn c. Gia du ban sng tai mt

quc gia ma g tai o lam ra rt ep nhng lai t.

Nhng h gia nh thu nhp thp, va c bit nhng ngi
c thn va cp v chng tre tui, thng mua g tra
chm va hay gp kho khn khi n ky thanh toan. Liu co
c hi nao trong tnh hung nay khng? Co y. u co

KOTLER BAN V TIP TH

78

nhu cu, o co c hi. Mt nha tip th tnh tao co th

x ly tnh hung theo hai cach. Anh ta co th t chc san
xut g cht lng thp hn, gia thanh thp hn, va
ban gia re hn. Hoc anh ta co th tm ra cach san xut
g cht lng tt vi gia thanh va gia ban thp hn
ang k. Giai phap sau c a thch hn giai phap u.
Va o chnh la giai phap ma mt trong nhng doanh nhn
gioi nht cua Thuy in tn la Ingvar Kamprad, ngi
sang lp ra IKEA, h thng ban le g ln nht th gii
ngay nay, a thc hin. Di y la cu chuyn:
La mt ngi tre tui sng tai Thuy in sau Th chin th
hai, Kamprad quan sat thy co nhiu gia nh tre gp
nhiu kho khn khi mua sm g Thuy in v gia rt
cao. Gia cao la do cht lng cao va do bin lai cua ngi
ban le t ra cung cao v ho khng thc s canh tranh vi
nhau. Nhng ngi tre tui phai chu thanh toan lai sut
cao hoc mua g nhp khu cht lng thp. Kamprad
nhn thy co mt cach a ra g cht lng cao vi gia
ban thp ang k. Chin lc ha gia thanh cua anh ta bao
gm s kt hp nm ngun tit kim sau: (1) Cng ty ban le
cua anh ta se mua hoc t hang mt s lng ln g
co c gia thp; (2) g se c thit k di dang
thao ri, va do o co th vn chuyn khng cng knh t
nha may n ca hang ban vi gia vn chuyn thp nht;
(3) Khach hang co th xem g a c lp rap tai phong
trng bay san phm, tin hanh chon la, xac nh cac chi
tit g cu th trong nha kho (t phuc vu), tra tin ri
ch v nha, nh o giam c chi ph vn chuyn; (4)
Khach hang co th t lp g, nh o tit kim c chi
ph lp rap va lu kho; va (5) Cac ca hang IKEA tp trung
vao mc bin li thp va s lng ln, tng phan vi cac

Tip th chin lc

79

ca hang g thng thng cua Thuy in la mc bin

li cao nhng s lng nho. Tt ca nhng iu nay a giup
cho IKEA co th giam gia so vi i thu canh tranh 20% ma
vn co lai rt ln.1

Tip th la ngh thut tm kim, phat trin, va kim li

t cac c hi. Nu phong tip th khng nhn thy c hi
nao, th o la luc cho phong tip th ngh vic! Nu cac
giam c tip th khng th tng tng ra cac san phm
mi, dch vu mi, cac chng trnh mi, va cac h thng
mi th luc o ho c tra lng lam cai g?
Trong chng nay, chung ta se xem xet cac vn sau y:
Th nao la mt c hi tip th?
Cac ngun chu yu cho cac y tng v c hi mi cua
cng ty la g?
Mt cng ty co th t chc ni b nh th nao tm
thy nhiu c hi ha hen hn?
Nhng con ng tng trng chu yu co th co cua cac
cng ty la g?
Lam th nao mt cng ty co th anh gia va la chon
gia nhiu c hi?
Lam th nao mt cng ty co th nng cao ty l thanh
cng khi tung ra cac san phm mi va dch vu mi?

Th nao la mt c hi tip th?

Chung ti nh ngha mt c hi tip th la mt lnh vc
nhu cu va s quan tm cua ngi mua ma trong o mt
cng ty se co nhiu kha nng kim c li nhun bng

KOTLER BAN V TIP TH

80

Tip th chin lc

81

cach thoa man nhu cu o. Tnh hp dn cua c hi th

chc chn xay ra sau cac tham hoa nh la ng t, song

trng phu thuc vao nhiu nhn t: s lng ngi mua

thn, va lu lut, nhng thng la tam thi, va cac c hi th

tim nng, sc mua cua ho, s ham mun cua ho, va v.v...

trng th khng tn tai lu.

Mt c hi tip th xut hin khi mt nha tip th nhn din

Cac quc gia hoat ng theo ch cng san thc hin

c mt nhom ngi vi quy m u ln ma nhu cu cua

chnh sach tit kim bt buc nhm tai tr cho s phat

ho ang tr nn khng c ap ng. S thin tai cua Ray

trin cng nghip nhanh chong, mc ngi tiu dung

Kroc trong vic tao ra McDonalds nm ch y thy co

vi s khan him hang hoa va dch vu co cht lng thp

rt nhiu ngi mun co dch vu thc n nhanh, gia thanh

va n iu. Trong nn kinh t th trng m, nhng s

re, khu v ngon, va cht lng n nh. Cha co ai a

khan him nay co th a c nhanh chong khc phuc

ra c dch vu nh th trc khi McDonalds xut hin

nh dong chay cua t ban. Th nhng, t ban a khng

trn thng trng.

c phep chay vao khc phuc s khan him hang tiu

Cac ngun chu yu cua c hi th trng la g?

dung. Tuy nhin, ngay nay McDonalds, Nike, the Gap, va

nhiu nha ban le ln trn th gii a nhanh chong i vao

Co ba tnh hung lam xut hin cac c hi th trng:

cac nc cng san trc kia va xoa bo tnh trang khan

1. Cung cp th g ang khan him

him va xp hang.

2. Cung cp san phm hoc dch vu hin co theo mt

cach mi hoc u vit hn
3. Cung cp san phm hay dch vu mi

Cung cp th g ang khan him

Khi co th g o khan him, khi ngi mua hang phai xp
hang mua th o, th mt c hi tip th xut hin. Tnh
hung nay oi hoi tai nng tip th t nht, bi v c hi la

Cung cp san phm hay dch vu hin co theo cach mi

hoc u vit hn
Cac cng ty s dung nhiu phng phap tm kim cac
y tng nhm cai thin san phm hay dch vu hin co.
y chung ta se xem xet ba phng phap: phng phap
phat hin vn , phng phap ly tng, va phng phap
chui tiu dung.

iu ma ai cung nhn thy. Trong thi chin, lng thc,

PHNG PHAP PHAT HIN VN . Co rt nhiu san

thit b, va phu tung tr nn khan him, va chng cn n

phm va dch vu quen thuc ma ngi tiu dung phai

thin tai mi co th nhn ra iu nay. Cac nha san xut co

chp nhn cai hin co ma khng thc s hai long. Cac nha

th tn dung ti a tnh hung nay, k ca tnh gia cao, tr

tip th co th hoc c nhiu th nu s dung phng

phi co s kim soat v gia ca. S khan him cung la iu

phap phat hin vn tn tai, chng han i hoi nhng

KOTLER BAN V TIP TH

82

Tip th chin lc

83

ngi ang s dung san phm hay dch vu xem ho co

quy ngon nhng lai khng beo va co t calorie hn nhiu.

nhng tht vong g hay gi y cai thin tnh hnh. Di

Theo nhn thc thng thng th iu nay la khng th

y la nhng v du v nhng cu tra li cua ho:

c. Ngi tiu dung se phai la chon gia loai banh bch

Xe cua ti chay tn xng qua.

quy co v ngon nhiu cht beo va loai banh bch quy co v

Lo nng banh cua ti rt kho lam sach.

Ti rt ghet canh xp hang dai tai ngn hang.
Pin may vi tnh cua ti ch dung co ba ting la ht.
i khi ti khng th nao tm ra cai iu khin ti-vi t xa.

khng ngon nhng t cht beo. Tuy nhin hang Procter &
Gamble a nhn chm chu vao thach thc nay va a bo ra
nhiu nm nghin cu loai cht beo goi la Olestra. Hoa
ra la cac phn t cua Olestra la qua ln co th c hp
thu nh cht beo trong c th, mc du vy Olestra cho tt

Mi cu noi trn u gi ra mt c hi th trng. Chng

ca mui v ma ngi ta co th mong i loai banh bch

han, cu noi cui cung a dn Magnavox i n lam thm

quy co nhiu cht beo. P&G a c Cuc quan ly Lin

mt nut bm trn may truyn hnh ngi s dung co

bang v thc phm va dc phm Hoa Ky (Federal Food

th n vao lam cho cai iu khin t xa phat ra ting rung

and Drug Administration) cho phep a ra th trng cht

t ni no b bo qun trong nha. Cn lu y rng phng

Olestra. P&G co th thc hin c mua bi thu nh ban

phap phat hin vn thng dn n vic cai tin san

cht Olestra cho nhng ngi lam banh bch quy, thc n

phm/dch vu ch khng phai la phat minh ra san phm/

nhanh, khoai ty chin, va kem.

dch vu mi.
PHNG PHAP LY TNG. y nha tip th se phong
vn mt loat ngi tiu dung va hoi ho tng tng ra mt
giai phap ly tng cho san phm hoc dch vu ma ho ang
dung. Trong rt nhiu trng hp c mun o co th

iu ly thu la, P&G a s dung y tng giai quyt cac

mu thun hng nghin cu cua mnh vao cac san
phm mi. Bang 3-2 lit k mt s mu thun ma P&G a
giai quyt c, cung vi mt s v du cua cac cng ty
khac.

c thoa man kha d dang. Bang 3-1 a ra mt danh

PHNG PHAP CHUI TIU DUNG. y nha tip th se

sach cac c mun c a ra trong nhiu tnh hung

phong vn ngi tiu dung lp s cac bc i cua

khac nhau va m ta cac giai phap ma mt s nha tip th

ho trong qua trnh mua sm, s dung, va vt bo mt san

nhay ben cung cp.

phm. Nha tip th ve ra ban chui tiu dung va sau

Mt loat cac c mun co th cha nhng yu t co ve

o xem xet tng bc cng ty co th a ra mt vai san

nh mu thun vi nhau. Chng han, gia s co ai o noi:

phm mi, dch vu hay cac li ch mi. Bang 3-3 trnh bay

Ti mong c co vai cng ty co th lam ra loai banh bch

mu cac cu hoi co th dung hoi.

KOTLER BAN V TIP TH

84

BANG 3-1

Lng nghe cac c mun cua ngi tiu dung

c g ti co th mua c mt chic xe mi ma khng

cn phai tranh cai v gia ca vi nhn vin ban hang lau
ca hay ep gia, hay gp phai kt cuc mua phai chic xe
que qut ma ai ly khng chu nhn tra lai.

Tip th chin lc

85

bay u tin nghi va an toan. Ti se vui mng i may bay

o ma khng cn co phuc vu n ung va ng ky trc
gh ngi.
c mun nay co le a c hang Southwest Airlines nghe c,
nay la hang hang khng thu c nhiu li nhun nht cua My.

Giao s Sandra Vandermerwe a a ra nhiu minh hoa

s dung mt y tng tng t, ma ba goi la lp ban

y co ve nh mt tp hp cac c mun rt kho ap ng.

Mc du vy, Saturn (mt b phn mi cua General Motors) a
c thanh lp ap ng cac c mun cua khach hang nay.
Nhiu khach hang co th cung a co nhng c mun nh vy,
nu xet s lng ln ngi a mua Saturn va mc trung thanh
cao cua ho i vi Saturn.
c g ti co th mua c mt chic xe cu vi s tin
cy va khng phai lo lng no se khng chay tt nh li
quang cao cua ngi ban xe cu.

Chu ky Hoat ng cua Khach hang.2 Gia s IBM mun

cung cp san phm va dch vu thng tin hoan hao cho
nganh ngn hang. Thach thc cua IBM se la lam th nao
bit c mt ngn hang se co quyt nh, nh hnh,
va quan ly h thng thng tin cua ho nh th nao. Vao luc
nao o ngn hang co th se xem xet co cn cai thin h
thng thng tin hay khng. Ngn hang cn phai bit nhng
s la chon v cng ngh tin hoc (IT) cua mnh. Cn nhc
lam th nao lin kt h thng hin co cua mnh vao h

c mun nay nay a tr thanh s tht nh s hnh thanh mt

loai ai ly mi ban xe cu [(by gi i tn thanh xe tin chu
(pre-owned-cars)] nh la Car Max va AutoNation.
c g ti co th tm thy mt rap chiu phim ma co th
chiu nhiu loai phim la chon va co ca hiu n thay
v ch co quy ban bp rang va banh keo, va la ni ma ti
khng con phai lo lng co ngi cao ngi che trc mt.
c mun nay nay a c thoa man nh co cac rap chiu phim
a man hnh co ca dch vu n ung va kiu gh ngi nh sn
vn ng.

thng mi. Ri ngn hang co th sn sang la chon mt

ai ly. Sau o la vic lp t va vn hanh, hun luyn
nhn vin, va sau o la duy tu bao dng va sa cha nu
cn. Sau o mt thi gian, ngn hang se ra soat lai va tip
tuc cp nht h thng IT cua mnh.
Vi chu ky hoat ng cua khach hang, thach thc cua
IBM la chng minh cho ngn hang thy cng ty co th la
mt i tac u vit trong vic cung cp san phm, dch vu,
cac chng trnh, va cac h thng. Bang 3-4 trnh bay chu
ky hoat ng tng th cua khach hang va a thm cac

c g ti co th bay n thanh ph khac ma gia ve may

bay ch bng mt na ma vn co th tin tng chuyn

vao mi bc ch ro vic IBM co th lam lam tng thm

gia tr.

KOTLER BAN V TIP TH

86

Tip th chin lc

87

BANG 3-2

s giao dch mt ln ri thi ma phai coi o la mi quan

Cac san phm a giai quyt thanh cng cac mu thun

h tip din nhm tao ra gia tr u vit hn cho khach

hang vao bt c luc nao.

Mt san phm lam beo ma khng cha m ng vt nhng co

th nu nng va cho mui v ging nh cht beo co m ng

vt. o la Crisco.

BANG 3-3

S dung chui tiu dung tm ra cac c hi mi

Cht kh mui u manh cho an ng, nhng cung u mm mai

cho da phu n. o la Secret.

Cac lat khoai ty khng b u hay gay vun khi m goi ra. o

la Pringles.
Bng v sinh phu n cho s bao v ti a nhng tao s d

chu nh bng mong. o la Always Ultra Thins.

Qun kaki khng nhau. o la Dockers.
Mt loai vai mm mai va co kha nng hp thu nh vai bng

ma lai khng thm nc. o la Goretex.

Mt loai -t co sc cha nh loai xe hp (sedan) nhng iu

khin nh xe th thao. o la BMW.

1. Bng cach nao khach hang nhn ra ho co nhu cu i vi

san phm hay dch vu cua ban?
2. Lam th nao khach hang bit c san phm mi chao cua
ban?
3. Khach hang a ra s la chon cui cung cua ho nh th
nao?
4. Khach hang t hang va mua san phm hay dch vu cua
ban nh th nao?
5. San phm hay dch vu cua ban c chuyn n khach
hang nh th nao?
6. iu g xay ra khi san phm hay dch vu cua ban c
chuyn n khach hang?

Chu ky hoat ng cua khach hang noi ln rng IBM cn

phai tham khao y kin ngn hang v nhng s la chon

7. San phm cua ban c lp t nh th nao?

chin lc cua ngn hang, cung cp cac h thng va lin

8. Ngi ta tra tin cho san phm hay dch vu cua ban nh
th nao?

kt phn mm, kin ngh thay th thit b cu, kin ngh

9. San phm cua ban c ct gi trong kho nh th nao?

chng trnh ao tao va chng trnh bao dng d phong

10. San phm cua ban c di chuyn qua lai nh th nao?

v.v... Vn chnh la ch nha tip th, y la IBM,

khng ch tp trung vao vic ban cho ngn hang gia tr
mua hang u vit hn. IBM con phai co trach nhim ban
gia tr s dung u vit hn. IBM khng nn coi y ch la

11. Khach hang thc s s dung san phm cua ban cho cai g?
12. Khach hang cn s giup g khi ho s dung san phm
cua ban?

KOTLER BAN V TIP TH

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Tip th chin lc

89

13. Th con vic tra lai hoc i lai san phm th sao?

BANG 3-4

14. San phm cua ban se c sa cha hay chm soc nh th

nao?

Chu ky hoat ng cua khach hang: Khach hang Ngn hang

cua IBM (n gian hoa)

15. iu g xay ra khi san phm cua ban b vt bo hay khng

con c s dung na?

trc

Cung cp mt san phm hay dch vu mi

quy t nh
cn lam g

Ra soat lai

Sa cha
duy tr tip tuc

M rng
i mi

mi v ky thut va s sang tao. Ngi tiu dung khng

chao khng dnh teflon, vai thun lycra, cht kevlar tng
bn cao su, va cac san phm co tnh t pha khac cua
hang Dulont; nhng th nay ra i t cac phong th nghim.
By gi chung ta se xem xet cac cng ty co th lam g

trc

Ba o d n g theo k hoa c h
Ba o d n g s pho n g

Bao dng

Ra soat
Thay th
i mi

T vn
Ra quyt nh
chin lc

Cp nht

K hoach ra soat
nhu c u
+ h th n g Ra soat lai

nhng th nay. Cung khng phai ngi tiu dung la ngi

a ra yu cu v giy bong knh, vai nylon, vai orlon,

Mua vao
Trong qua trnh

Hun luyn

hay dch vu mi co th xut hin nh nhng kham pha

videocamera. Qua thc, rt kho co th tng tng ra

ti n ha n h
la m

Lp t +
thit lp

phn b han ch trong vic tng tng ra cac san phm

Walkman, hay may ghi m videocassette, hay may quay

Phat trin s lin

kt cac h thng

Sau

cu a c thc hin cua ho. Nhng ngi tiu dung co

pha i la ng i a ra ki n ngh v nh n g chi c ma y

Hiu ro cac
la chon IT

Chu ky hoat ng
cua khanh hang
(CAC)

Bao dng

Cac phng phap noi trn phu thuc vao vic nghin cu
ngi tiu dung mua hang nh th nao va iu tra cac nhu

Ra quyt nh
chin lc

Cp nht

Ngun: Ian C. MacMillan va Riat Gunther McGrath, Kham pha nhng im khac
bit mi, Harvard Business Review, thang 7 va thang 8-1997, trang 133-145.

quy t nh
cn lam g

Hiu ro cac
la chon IT

Chu ky hoat ng
cua khanh hang
(CAC)

Sa cha
duy tr tip tuc

ti n ha n h
la m

Sau
Hun luyn

Hu n luy n ,
a mo i ng i
n i ma n g toa n
c u

Lp t +
thit lp

Nghin cu
kha thi +
t vn IT
chuyn gia

Phat trin s lin

kt cac h thng Lin kt cac h thng +
phn mm

Mua vao
Trong
qua trnh

Tm ngun
Mua
Phn phi

Th i m
L p t
Thay th
may moc cu

nhn bit nhng cai thin san phm va nhng y tng

v san phm va dch vu hoan toan mi.

Ngun: Sandra Vandermerwe, The Eleventh Commandment: Transforming to Own

Customers (London: Wiley, 1996), trang 117 va 121.

KOTLER BAN V TIP TH

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Tip th chin lc

91

Cng ty co th t chc lai nh th nao tm ra nhiu

c hi ha hen hn?

cn thit lp mt h thng nh hng cho dong chay cac

Cac cng ty da vao nhiu ngun co c cac y tng

th c tp hp, ra soat, va anh gia. Nu khng lam nh

mi. Chng han, ho hy vong rng cac nhn vin ban hang

vy, cac y tng tt co th phn tan rai rac v nhiu phong

cua mnh se nghe c khach hang co nhu cu g va em

ban va cht yu. iu quan trong cng ty cn phai:

thng tin o v cng ty. Tuy nhin y gp phai ba vn

. Th nht, cac nhn vin ban hang do bn rn nn
thng khng mun mt thi gian cho vic bao cao phan
hi cac y tng v san phm/dch vu mi. Th hai, ho
thng khng bit se chuyn cac y kin o cho ai, ngoai
trng phong ban hang cua ho. Th ba, cac nhn vin ban
hang rt him khi c thng v tai chnh do em cac y
tng v cng ty.
Cac cng ty cung hy vong nhn c cac y tng v san
phm mi t cac nhom nghin cu va phat trin (R&D) cua
mnh. Mc du vy, y gp phai hai vn . Th nht,

y tng mi v mt im trung tm ni cac y tng o co

1. C mt ngi co thm nin va uy tn lam nha

quan ly y tng cua cng ty
2. Lp ra mt ban lin nganh gm mt nha khoa hoc,
mt ky s, mt nhn vin cung ng, mt th san
xut, mt nhn vin ban hang, mt nha tip th, va
mt nhn vin tai vu, gp nhau nh ky anh gia
nhng san phm va dch vu mi c xut
3. Thit lp mt ng dy in thoai min ph cho
nhng ai mun gi n mt y tng mi cho nha
quan ly y tng cua cng ty

cac nhn vin R&D thng tin hanh nghin cu theo cac

4. Khuyn khch tt ca moi ngi co lin quan n cng

tai a c giao hn la theo cac y tng cua chnh

ty cac nhn vin, nha cung ng, nha phn phi, cac

mnh. Th hai, khi b phn R&D co a ra y tng mi i

ai ly ban hang gi cac y tng cua ho n nha

na, th co th nhng y tng o khng thch hp theo

quan ly y tng

quan im li nhun.
Chung ti xin nu ra hai m hnh cac cng ty co th
s dung phat trin c nhiu y tng hn va tt hn
v cac san phm/dch vu mi. o la m hnh nha quan ly
y tng va m hnh t pha chin lc.

5. Thit lp mt chng trnh cng nhn thanh tch

chnh thc khen thng nhng ngi co ong gop
cho nhng y tng mi hay nht
Khi h thng nay a c xac lp trong cng ty, th cac
y tng se c t do tun vao. Nhng y tng hay se
khng con b cht yu na do khng co ni tip nhn hay

M hnh nha quan ly y tng

khng co ngi co thm quyn ung h. Khi cac thanh vin

Mt cng ty mun co y tng v san phm va dch vu mi

cua ban quan ly y tng gp nhau hang tun, ho se co rt

KOTLER BAN V TIP TH

92

Tip th chin lc

93

nhiu y tng xem xet. Mt s y tng co th to ra

co th tm ra mt s y tng c bit tt. Noi chung, s

khng thch hp hoc khng kha thi, va nha quan ly y

lng cac y tng cang ln, th kha nng xut hin mt vai

tng se thng bao lai phat hin nay cho nhng ngi a

y tng ln cang nhiu.

a ra cac y tng o. Mt s y tng khac co th co tim

nng li nhun nho se lai xem xet sau. Mt vai y tng
to ra co nhiu ha hen. Cac y tng nay se c giao cho
cac thanh vin cua ban nghin cu va bao cao lai trong
cuc hop sau cua ban.

M hnh t pha chin lc

Cac cng ty thng gp phai tnh trang b tc khi ma ho
khng th at c cac muc tiu doanh s nh a d kin.
Hay xem mt tnh hung c minh hoa Hnh 3-5. Mt

Khi cac thanh vin cua ban hop lai, ho se bo i mt s

cng ty a lp ra mt muc tiu doanh s cao cn phai at

y tng kem ha hen hn so vi suy ngh ban u. Mt s

c vao nm th nm. Cng ty a d kin nhiu ngun

y tng khac se tr nn nhiu ha hen hn, va ban se

doanh s trong thi gian nm nm. Cac san phm hin

phn b kinh ph nghin cu su hn. Mt y tng y

thi cua cng ty tai cac th trng hin co (c cho rng co

ha hen co th nhn c kinh ph tr gia 50.000 -la

th phn nh nhau) cung cp cho th trng mc c

cho nghin cu tip th; y tng khac co th c cp kinh

ban, tng trng c mt thi gian sau o giam xung do

ph 250.000 -la thit lp mt khun mu.

chu ky vong i cua san phm. Doanh s se ln hn nu

Kt qua cua vic tai tr nhng y tng co ha hen nht

cng ty co th tng c th phn. Doanh s ln hn co th

se c bao cao lai cho ban tai cac cuc hop sau. Trong

co c t vic a san phm hin thi cua cng ty vao

trng hp kt qua nhn c khng at yu cu th ban

cac th trng mi (theo a ly va phn khuc). Doanh s b

quan ly se loai bo d an. Cac y tng se phai i qua cac

sung thm se da vao vic tung ra cac san phm mi. Cui

khu sang loc k tip va se nhn c quyt nh i tip

cung, cng ty nay co th mua lai mt s cng ty mi hay

hay dng lai mi khu. Cach tip cn t chc nh th

cac thng hiu mi. Mc du vy tt ca nhng s b sung

nay la rt ging vi cach lam cua cng ty 3M, mt trong

chin lc nay co th khng u at c muc tiu

nhng cng ty sang tao nht cua Hoa Ky.

doanh s nh mong mun cua cac nha quan ly. Cng ty

Cach tip cn da vao nha quan ly y tng co th em

lai hai kt qua c hi sau. Th nht, no se tao ra vn hoa
hng v phat minh sang ch cho cng ty nh bit c
d dang ai la ngi tip nhn y tng va nh co phn
thng. Th hai, no co th em lai nhiu y tng, trong o

se phai hoc la giam muc tiu doanh s ban (va li nhun)

cua mnh hoc tm ra nhng y tng t pha lp y
khoang cach chin lc.

KOTLER BAN V TIP TH

94

Tip th chin lc

HNH 3-5

M hnh khoang cach chin lc Doanh s

Doanh s

Khoa n g ca c h
chi n l c
Ca c
sa n ph m m i
Cac th trng
mi cho cac
sa n ph m
hi n co
Th ph n
c tng
thm

Nm

95

cp cao trong vic nghin cu tm ra cac y tng t pha.

B phn nay san xut cac thit b y t t tin nh la may
quet CAT, tr gia 500.000-1.000.000 -la. Cac bnh vin
ngay cang gp nhiu kho khn v kha nng tai chnh
mua sm cac thit b y t t tin. a co mt phong trao
chnh tr ngn can tt ca cac bnh vin, tr mt vai bnh
vin trong vung mua cac thit b y t t tin. Cac nha
quan ly cua GE Medical Systems buc phai tm bin phap
lam th nao ban c nhiu may quet CAT trc tnh
hnh kinh ph cua cac bnh vin ngay cang tht cht hn.
M hnh t pha chin lc c thc hin nh sau. GE
Medical Systems lp k hoach m cuc hop t pha keo
dai ca mt ngay vi s tham gia cua 20 nha quan ly cp
cao. Hai mi nha quan ly nay c chia thanh bn nhom,
mi nhom co mt nhim vu khac nhau. Cac nhim vu cua
tng nhom nh sau:
Tm ra cac khach hang mi va cac phn khuc mi
Tm ra cac chin lc ban hang mi

General Electric, phai ng u mt vai nm trc y.

Tm ra cach nh gia mi va cac giai phap tai tr mua

thit b

Tnh hnh luc o cho thy GE khng th nao at c cac

Tm ra cac c im mi cho san phm

o la tnh hung ma Jack Welch, Tng giam c cua

muc tiu doanh s va li nhun nm nm cua mnh. Vao luc

trong cac b phn cua cng ty, o la GE Medical Systems

Cac nhom gp nhau tai cac phong hop ring vao bui
sang cung ao su suy ngh, va gp lai nhau vao u
bui chiu trnh bay cac y tng cua mnh cho toan
nhom. Co khoang 12 y kin c nu ra. Sau o cac nha
quan ly bt u phn tch ph phan tng y tng mt. Ln
lt tng y tng b loai bo v khng phu hp hoc khng
kha thi. Nhng trc khi cac nha quan ly hoan toan nan

tai thanh ph Milwaukee, va dn dt cac nha quan ly

long, th co hai y tng khng nhng tru c ma con to

o Welch a yu cu tng b phn cua GE tm ra mt hoc

hai y tng t pha co th lam tng ang k doanh s
kinh doanh va li nhun. ng mun cai g o nhiu hn la
t duy cai thin tnh hnh; cai ng mun la t duy t pha.
Tac gia cun sach nay c thu lam vic vi mt

KOTLER BAN V TIP TH

96

ra rt ha hen. Hai y tng nay sau o a c a ra ap

dung va thu c thng li ln.

Tip th chin lc

97

Mt cach nhn khac v nhng con ng co th co

xy dng sc cu da vao s m rng khun kh do Igor

M hnh t pha chin lc c bit hu ch khi mt

Ansoff xut, c trnh bay Bang 3-6.4 Mi mt

cng ty ang b mt phng hng va rt cn n t duy

trong s chn nu ra y ch ra tng con ng khac

sang tao, mi me. Cuc hop ban v t pha se tao sc ep

nhau m rng sc cu.

ln cac nha quan ly cp cao phai lai ng sau cac gia

nh thng co va mi quan tm thng nht cua mnh
tp trung suy ngh mt cach sang tao v cac sang kin mi
co y ngha.

BANG 3-6

Chn cach xy dng sc cu

Nhng con ng tng trng co th co cua cac

cng ty la g?

Cac san phm

Tip th, nh chung ta a nhn thy, co trach nhim chnh

Hin co

c cai tin

Mi

Ban c nhiu san

phm hin co cho cac
loai khach hang hin
co. (Thm nhp th
trng)

Cai tin cac san

phm hin co va
ban c nhiu hn
cho cac khach hang
hin co. (Cai tin
san phm)

Thit k cac san

phm mi se thu hut
cac khach hang hin
co. (Phat trin san
phm mi)

Thm nhp va ban

cac san phm cac
khu vc a ly khac.
(M rng a ly)

Chao hang va ban

cac san phm c
cai tin cho cac th
trng thuc khu
vc a ly mi.

Thit k cac san

phm mi cho cac
khach hang trin
vong cac khu vc
a ly mi.

Ban cac san phm

hin co cho cac loai
khach hang mi.
(Tm nhp phn
khuc)

Chao hang va ban

cac san phm c
cai tin cho cac loai
khach hang mi.

Thit k cac san

phm mi ban
cho cac loai khach
hang mi. (a dang
hoa)

i vi s tng trng cua cng ty. i tng chnh cua

tip th va ky nng cn co la quan tr sc cu, ngha la gy
anh hng n mc , thi im, va thanh phn cua nhu
cu nhm thc hin cac muc tiu cua cng ty.
Cac nha tip th s dung hu ht thi gian cua ho nhm
c gng tao ra mc sc cu nao o. Trong mt s tnh
hung, chng han nh khi cu qua cung, cac nha tip th
co th se tm cach lam giam sc cu hoc thay i thi

Cac th
trng

im hoc thanh phn cua sc cu.3

Chung ta hay tp trung vao thach thc trong vic xy
dng sc cu. Mt cach xut phat la coi vic xy dng-sc
cu bao gm ba qua trnh: kim c khach hang, gi
chn khach hang, va m rng khach hang. Mi mt qua
trnh nay n lt no lai bao gm mt s bc, se c
cp n trong Chng 7 cua cun sach nay.

KOTLER BAN V TIP TH

98

Tip th chin lc

99

Co hai con ng tng trng co th c b sung thm

Nm 1994 Jeffrey Bezos a thit lp ra mt trang web

vao danh sach c nu Bang 3-6 ma trong ma trn nay

co tn www.amazon.com, lit k hn 2,5 triu ta sach

cha c th hin ro. o la (1) i mi cac h thng cung

co th t mua d dang va gia re hn so vi hu ht cac

cp gia tr va (2) xm nhp vao cac khng gian th trng

ca hang sach khac. Amazon a a thm vao cac ni

mi.

dung sang tao khac nh la gi y cac cun sach khac ma

Cac cng ty co tn sau y a at c s tng trng

khach hang co th quan tm da vao n t hang cua

ni bt nh thit lp mt h thng cung cp mi cho san

khach hang, lu y khach hang v cac cun sach mi

phm hoc dch vu hin co:

xut ban cua tac gia ma khach hang a thch, va gii

Michael Dell, khi con la sinh vin 24 tui tai trng ai

hoc Texas, a sm nhn ra rng co th ban cac may vi

thiu muc im sach cua cac nha ph bnh chuyn nghip

cung nh cua cac ban oc.5

tnh ca nhn qua bu in va in thoai. Anh ta cam

Con ng khac dn n tng trng co th tm thy

thy co u s ngi mua hang tin vao vic t mua may

cac cng ty a co banh trng sang cac lnh vc nganh

vi tnh Dell qua in thoai, c bit nu co bao am tra

ngh mi. V du nh Disney, Merck, Honda, va Nike.

lai tin nu hang khng u cht lng. Long tin cua

Walt Disney khi u la nha san xut phim hoat hnh.

khach hang c tng ln sau khi cac quang cao cua

Khng hai long vi vic ch lam cac phim hoat hnh, ng

Dell cho thy cac khach hang cua Dell bay to s hai

ta cung vi cng ty cua mnh a chuyn sang kinh doanh

long cao nht trong s cac khach hang mua cac loai

nhng quyn cac nhn vt phim hoat hnh cua mnh

may vi tnh thng hiu khac. Gn y Michael Dell a

cho cac loai hang hoa, thm nhp vao nganh phat thanh

ra cach phn phi co tnh sang tao mi bng cach ban

truyn hnh, va xy dng cac cng vin giai tr, va gn

may vi tnh qua Internet cho ca cac doanh nghip va

y cng ty bt u kinh doanh sang lnh vc bt ng

ngi tiu dung. Anh ta cho bit doanh s ban qua

san cac khu nha an dng va nha ngh bai bin. S

Internet hang ngay trung bnh at hn ba triu -la.

phat trin danh muc u t cua Disney c biu th

First Direct la mt ngn hang cua Anh ma khng h co

mt toa nha hay chi nhanh nao. Nhng no lun sn
sang phuc vu cac nhu cu ngn hang cho khach hang
cua mnh ca ngay ln m, bay ngay trong tun. Cac
giao dch va thng tin c thc hin qua in thoai va
trc sau cung se c thc hin qua may vi tnh.

trn s Hnh 3-7.

KOTLER BAN V TIP TH

100

Tip th chin lc

HNH 3-7

S phat trin danh muc u t cua Disney

101

Hang dc phm khng l Merck khng mun ch dng

lai vic san xut va kinh doanh cac loai dc phm tr

Thng mai,
m nhac
va xut ban

phn phi dc phm thng qua bu in vi gia 6,6

t -la. Cng ty con lp mt lin doanh vi hang DuPont
xy dng mt c s nghin cu c ban. Cng ty con

Phat trin hiu

ng hnh anh

lp mt lin doanh khac vi hang Johnson & Johnson

a mt s dc phm cua mnh vao th trng bn
ngoai s giao dch (OTC). Cng ty con lin kt vi cac
hang cng ngh sinh hoc va iu hanh ca hang Merck

Hollywood
Records
Ban hang qua
bu i n

Generics na.

Honda, mt cng ty khng l cua Nht Ban, thch khoe

rng cng ty co th xp sau cai Honda vao mt ga-ra

Cac ca hang
Disney

Phim video
Touchstone

KCAL-TV
Knh truyn
hnh Disney

EPCOT

Hollywood
Pictures

Mua la i
Miramaxx

ABC TV
network
Khuc cn
cu
Nha hat

MGM
Studios
Tokyo
Disneyland

cha hai chic xe. Khi ngi ta cha hiu ra iu nay co

ngha la g th Honda nhc nh ho tip rng ngoai xe
hi, hang con san xut xe gn may, may ct co, ng c
tau thuy, may thi tuyt va xe trt tuyt na. San

cac ng c va lam ra cac san phm cui cung.

Nhng quyn
nhn vt

Xut ban
m nhac

Cac chng trnh

truyn hnh

o cng ty i vao cac nganh cng nghip khac cn n

Phim
hoat hnh

Ngun: T mt cuc tro chuyn vi McKinsey

cua Rajar Gupta, ta Khi ng va duy tr
tng trng, ngay 4-8-1997, c trnh bay tai
Trng Tip th Kellogg, ai hoc Northwestern.

th manh ni bt trong vic lam ra cac loai ng c. Sau

Xut ban sach

Phim nh a

phm chu lc cua Honda la ng c, va cng ty co mt

Phim truyn
hoat hnh

Disneyland

Walt Disney
World

Khach san

in anh

Phat thanh,
truyn hnh

Th thao
va ca nhac
Bong chay

Animal Kingdom
Disney America

Khu
ngh mat

Vi n
an dng

Euro Disney

Tau bin
du lch,
Du lch
cng ng

Cac cng vin

giai tr

Cac khu ngh mat

va bt ng san

bnh. Nm 1993 Merck mua lai cng ty Medco, mt nha

Cng ty san xut giay Nike bt u kinh doanh t vic

thit k cac loai giay cao cp cho cac vn ng vin in
kinh thc thu. Sau o cng ty thu cac vn ng vin
in kinh ni ting quang ba cho giay cua Nike. Ri
th cng ty a thm qun ao th thao vao danh muc
san xut. Gn y cng ty cung cp cac qun ao th
thao cho cac i bong ni ting nh la Dallas Cowboys.

KOTLER BAN V TIP TH

102

Tip th chin lc

103

ng thai mi nht cua Nike la t chc cac s kin Nike

thch hp nht vi nganh ngh kinh doanh va tiu chun

nh cac trn u bong a va giai anh gn.

u t cua mnh.

Tt ca nhng v du nay minh hoa cac c hi danh cho

i vi cac y tng a c chp nhn, cng ty cn o

cac cng ty co quyt tm i vao cac nganh tng cn hoc

lng mc li nhun tim tang so vi rui ro co th co.

khac bit.

Co mt cu chuyn k v mt chu tch cng ty co ln xem

xet kin ngh v mt san phm mi ma d kin co th em

Lam th nao mt cng ty co th anh gia va la

chon gia nhiu c hi?

lai li nhun 50 triu -la trong vong i cua no. ng ta

cht vn lai bng cu hoi: Nu nh chung ta sai lm, th
tn tht se la bao nhiu? Ngi quan ly phu trach phat

Nhng cng ty may mn nhn ra co nhiu c hi th trng

trin san phm mi tra li rng rui ro bt li nay co th

danh cho mnh lai gp phai mt vn mi, tc la, lam th

gy tn tht 10 triu -la. ng tng giam c lp tc bac

nao quyt nh c hi nao la tt nht theo ui. Ho

bo ngh nay v rui ro bt li. Tuy vy, ang le ra ng

mun hai cac qua tao, ch khng phai cac qua chanh. Hu

ta nn t thm mt cu hoi na trc khi co mt quyt

ht cac cng ty u lp ra cac tiu chun nh hng

nh vi vang: Th xac sut chung ta co th b mt 10

vic nghin cu va la chon cac d an thch ang. Chng

triu -la la bao nhiu? Nu xac sut la 10%, th ng ta

han, cng ty Gould Corporation a lp ra cac tiu chun

nn cho tin hanh d an. Con nu xac sut nay ln, chng

sau anh gia cac c hi phat trin san phm mi:

han 50% th ng ta mi nn thi tro chi nay.

San phm phai co th sn sang tung ra th trng

c tnh xac sut thanh cng tng th cua vic a ra

trong vong nm nm.

san phm mi thng bao gm ba c tnh xac sut ring

San phm phai co tim nng th trng t nht 50 triu

bit sau:

-la va ty l tng trng 15%.

San phm phai em lai t nht 30% li nhun trn doanh

s va 40% trn vn u t.

San phm phai co kha nng chim c v tr dn u

v ky thut hay th trng.
Cac tiu chun trn giup cho cng ty Gould sang loc bo

i cac y tng ang chu y khac tp trung vao y tng

Xac sut
thanh cng
tng th.

Xac sut
hoan thanh
v ky thut.

Xac sut
thng mai
hoa theo s
hoan thanh v
ky thut.

Xac sut
thanh cng
v kinh t
theo s
thng mai
hoa o.

KOTLER BAN V TIP TH

104

Tip th chin lc

105

V du, nu ba xac sut c c tnh ln lt la 0,5; 0,65;

Tng giam c co th a khi xng d an nh la mt

va 0,74 th cng ty co th suy ra xac sut thanh cng tng

y tng a thch ma cha co cn c nao khng nh

th la 0,24. Khi o cng ty se phai quyt nh xem tim

tnh kha thi cua y tng o.

nng li nhun co u ln bao am cho vic phat trin

Khai nim san phm ban u co th a c thm bt

san phm hay khng khi xac sut thanh cng tng th

mi khi chuyn qua tng phong ban, cho n khi no tr

thp nh vy.

nn khng con ging vi y tng tt ep ban u.

Lam th nao mt cng ty co th nng cao ty l

thanh cng khi tung ra cac san phm va dch vu
mi?

Cac phong ban khac nhau co th a cng ep s cn

i gia tit kim chi ph va doanh s lam cho san
phm cui cung tr nn kem sc hp dn i vi ngi
mua.

Tm ra cac c hi co ve rt hp dn la mt chuyn; con co

Cng ty khng bao am c vic kim soat th trng

kha nng bin cac c hi o thanh cac san phm thng

co cht lng do khng thu hut u cac ai ly phn phi

mai thanh cng hay khng lai la chuyn khac. Ty l tht

co cht lng.

bai cua san phm mi la kha cao, 80-90% i vi san

phm tiu dung ai tra co bao b va 20-30% i vi cac
san phm cng nghip.
Tai sao co s khac bit nh vy? Cac thng hiu mi

Cng ty khng mua u quang cao tao c s chu

y cn thit va y mun th nghim trong d lun.
Cng ty nh gia san phm qua cao.

cua cac san phm tiu dung nhanh thng rt ging vi

Cng ty u t qua nhiu vao phat trin san phm mi

cac thng hiu ang tn tai, c tung ra th trng bng

n ni tung no ra th trng vi hy vong thu hi lai cac

t quang cao ln co hiu qua khng chc chn, va cn

ph tn a u t.

phai anh bt thoi quen cua ngi tiu dung thch mua
hang hiu quen thuc a co cua ho. Cac cng ty hang hoa
cng nghip thng a ra cac san phm mi khi nhu cu
a c nghin cu ky lng, theo o ho co th a san
phm cho cac cng ty quan tm th nghim trc, va ho
a co sn danh sach khach hang co trin vong cao.
Trong khi phat trin va tung ra mt san phm mi th
co rt nhiu iu truc trc co th xay ra:

xy dng mt bc tranh phan anh cac yu t chung

co anh hng n vic a ra san phm thanh cng,
Madique va Zirger a yu cu nhiu cng ty in t nu
tn nhng san phm thanh cng nht cua ho va cung cp
thng tin cho tng trng hp.6 Qua o ho tm ra cac yu
t chung co anh hng n vic a ra cac san phm
thanh cng, o la:

KOTLER BAN V TIP TH

106

Tip th chin lc

107

Tt ca cac san phm thanh cng u co s c tnh mc

nhng ngi nng ng va nhng ngi b ng la ch

li nhun em lai rt cao. Cac nha nghin cu phat hin

ho c t chc nh th nao co th nm bt va anh

ra rng cac c tnh li nhun trc khi thc hin d an

gia cac y tng va sau o phat trin va a ra y tng o

thng la qua lac quan. Do o nu c tnh li nhun

mt cach thanh cng. Hu ht cac cng ty u thiu vn

rt cao, th ngay ca khi mc li nhun o khng at

hoa i mi, trong khi vic i mi la s phong thu tt

c, th li nhun thu c vn con tt.

nht trong thng trng canh tranh khc lit ni ma ch

Cac cng ty thanh cng u chi kha nhiu tin cho vic

co mt vai li th canh tranh la co th tn tai lu. Trong

quang ba s co mt cua san phm. Mt s cng ty mc

khi s i mi la mao him, th s khng i mi co th

sai lm bo rt t tin cho vic quang ba cho rng khi ho

la s kt liu.

a phat minh ra mt cai by chut tt hn th thin

ha se un un t keo nhau n mua.

Di y la mt s iu cn suy ngh cho n v kinh

doanh cua ban:

Cac san phm thanh cng thng la cac san phm c

1. K ra nm c hi chnh ma doanh nghip cua ban

a ra gii thiu u tin, ch khng phai cac san phm

gp phai. anh gia tng c hi o v li nhun tim

c a ra sau.
Phat trin san phm mi thng do mt nhom lin nganh
lam vic tt vi nhau.
Tng giam c cua cng ty rt ung h cac y tng va
chng trnh phat trin san phm mi.

Cac cu hoi suy ngh

Nha vn Mark Twain co ln ku ca: Ti him khi co th
nhn thy c hi cho n khi no khng con la c hi na.
S phn cua hu ht cac cng ty la ho se gp phai mt i
thu canh tranh xut hin vi cai g o mi me ma le ra ho
a phai ngh ra trc. T hn na, y tng o co th a
b a qua a lai trong cng ty cua ho ma khng ni ln n

nng cua no va xac sut thanh cng.

2. Lit k mt s vn ma khach hang co y kin i
vi san phm hay dch vu cua ban. xut giai phap
cho tng vn o.
3. Lam th nao khach hang thc s thch mua va
dung san phm hay dch vu cua ban. iu nay gi y
nhng c hi g cho ban?
4. Ve s chu ky hoat ng cua khach hang bnh
thng khi khach hang trai qua t mua sm, s dung,
va loai bo san phm cua ban. T cac im trong chu
ky hoat ng cua khach hang co th rut ra nhng c
hi g?

mc ho nm ly va a no ra. Nhng y tng hay nm l

5. Cng ty cua ban c t chc nh th nao co th

lng u o trn khng trung va cai phn bit gia

kch thch va thu thp cac y tng v san phm va

KOTLER BAN V TIP TH

108

dch vu mi? Ban hay cho im anh gia mc cua

cng ty ban nh sau:
Kem:

Cng ty khng co cach t chc nao kch

thch va thu thp cac y tng.

Kha :

Cng ty da vao cac nhn vin ban hang va b

phn R&D ly cac y tng.

Tt:

Cng ty a c mt ngi chu trach nhim thuc

y va thu thp cac y tng, nhng ca h thng
cn nhiu hn th.

Xut sc:

Cng ty co mt h thng quan ly y tng hoat

ng rt tt, a ra c nhiu y tng hay.

6. Doanh nghip cua ban co chun b mt ban phn

tch khoang trng chin lc hay khng? Khi co
khoang trng o tn tai, doanh nghip cua ban x ly
nh th nao? Ha thp muc tiu? T chc cac cuc
hop ban t pha?