on hnh

Nhn vo hnh bn trn, bn lin tng n th g ? C ghi nhng iu bn ngh c ra giy, v tham gia
vo tr chi ca MarPro di y.
Tng tng bn ang ang bc vo phng marketing ca mt cng ty, mt cn phng c trang tr y
mu sc, hnh th bi nhng ngi nng ng ni y: ngoi ca, trn bn lm vic, trn tng, di
sn, mi nhn vin
Vy l th g? u hay c vai tr g trong cn phng y?
N c th l bt c th g, ty vo tr tng tng bay bng ca bn!

Cng Tun - Tn Pht
SN CHI MARPRO
Sng to SLOGAN
Lut chi rt n gin :
1/Chn 1 cng ty hin c trn th gii hoc sng to 1 cng ty cho ring mnh.
2/T to mt slogan cho cng ty .
3/Gii thch v slogan ca bn.
4/Gi bi v email: bantinmarpro@gmail.com.
Bn no c slogan hay v c o nht s nhn c 1 phn qu t MarPro, hn cht np
bi l ngy 30/05/2010.
Ngoi ra cc slogan c o s c ng trong bn tin MarPro s k tip. Hy s sng
to dn li bn nh!
Ai c nhiu d on hay v c o nht th s nhn c 1 phn qu t
MarPro!
ng qun gi d on vo email: bantinmarpro@gmail.com trc ngy
30/05/2010
20
05-2010
21
05-2010
14
5
XU HNG CHN NGH - CHN NGI (Trang 10)
GC NHN CA NGI TRONG CUC (Trang 8)
B N PHA SAU KHI NIM MARKETING (Trang 4)
NHNG NGH MARKETING
TRONG DOANH NGHIP
12
3
6
9
KHM PH MARPRO
CCH NHN CA NGI TRONG CUC
Tr chuyn cng cc chuyn gia thuc cc
ngnh hng, doanh nghip khc nhau.
Hy cng chia s nhng cu chuyn th
v cng nhng marketer trong doanh
nghip.
XU HNG CHN NGH - CHN NGI
Cc bn sinh vin nh hng ngh
nghip, am m ca mnh nh th no?
Cc bn s chn nhng ngh no trong
marketing. V doanh nghip suy ngh
nh th no v sinh vin?
CC CCH N
Tr
ng
H
vv
ng
XU H
C
n
C
m
n
B N PHA SAU KHI NIM MARKETING
S gi marketer trong doanh nghip gm nhng ai? H
thuc nhng lnh vc ngnh ngh no? Cc bn hy bt
u khm ph MarPro 14 qua chuyn mc ny nh.
4
8
13
10
VIRAL MARKETING TRONG THI I INTERNET
Viral marketing l g? Nhng chin dch no gn
y s dng viral marketing v mc thnh
cng nh th no? Hy cng chia s kin thc vi
MarPro nh.
TH TO SON
---------------------------------------------------------------------
Marketing c mt nc ta hn 10 nm qua, v ang
ngy cng pht trin. Bn cnh s tng trng mnh m ca
cc agency, mng marketing doanh nghip cng c nhng
ng gp khng nh trong s pht trin chung ny. Th
nhng, bn tht s hiu r v lnh vc trn? Hy cng
chng mnh tm hiu nh.
Ngy nay, cc doanh nghip cnh tranh nhau da vo nhiu
li th trong li th v ngun lc marketing l rt ln.
Nh c Marketing m thng hiu ca doanh nghip c
nhiu ngi ghi nh, hng ha lu thng vo th trng
nhiu hn, doanh thu em li cao hn, Vy, b phn
Marketing trong doanh nghip c phn chia cng vic
nh th no, s bao gm nhng ngh no, nhng phng ban
no? Cng vic ca nhn vin mi ngh, mi v tr c
thc hin ra sao? Tm rm ny s c h m trong MarPro
14 cho cc bn.
Mt pht khm ph, mt pht suy ngm, nhiu pht tri
nghim cng MarPro14 Nhng ngh Marketing trong
doanh nghip c cu tr li hay nht cho bn thn bn
nh.
Thn cho
Ban bin tp
N PHM CA NHM MARGROUP
S 14 | THNG 5 - 2010
----------------------------------
C vn
Tin s L Tn Bu
Trng Khoa
Thng Mi - Du lch - Marketing
i hc Kinh T Tp.HCM
Thy Hunh Phc Ngha
Ging vin i Hc kinh t Tp.HCM
Thnh vin CMO council
Chuyn gia Marketing, VietnamMarcom.
i din ban th k to son
Hong Th Ngc Anh
Ph nhm chuyn mn Margroup
K thut Trnh by
L Ngc Trm
L Thu Hnh
nh ba
L Thu Hnh
Cng tc ni dung
Bnh Bo
Phan Th Thanh Hng
Dng Th Thu Tho
Trnh H Anh Thi
L Ngc Trm
Nguyn Th H Phng
Bi Tn Pht
Nguyn Cng Tun
14
5
XU HNG CHN NGH - CHN NGI (Trang 10)
GC NHN CA NGI TRONG CUC (Trang 8)
B N PHA SAU KHI NIM MARKETING (Trang 4)
NHNG NGH MARKETING
TRONG DOANH NGHIP
12
3
6
9
2
05-2010
3
05-2010
4
05-2010
5
05-2010
nhiu cng vic khc nhau.
Khng ch c BM, MM, mt doanh
nghip cn c nhng v tr cng vic
lin quan ti kin thc marketing
khc cng khng km phn quan
trng nh:
Nhn vin bn hng s gi ca
thng hiu
y l v tr c s lng nhn vin
ng v l b phn tip xc trc tip
vi khch hng nhiu nht. Cng
vic chnh ca ngi bn hng khng
ch l tm kim i tc, thit lp quan
h vi khch hng m cn l lp v
trin khai k hoch bn hng, ch
ng tm kim ngun khch hng
mi...
Ngh bn hng ngy nay i hi
nhiu hn v tnh sng to v linh
hot, bn cnh l s kin tr v
nhn ni. Nhng sn phm cng loi
c gi tr hu hnh nh nhau nn gi
tr v hnh m thng hiu tc ng
vo tnh cm, s yu mn ca khch
hng mi l gi tr lm nn s khc
bit.
Hin nay, ngh bn hng Vit Nam
vn cha c xem trng. Nhiu
cng ty d dng sa thi nhn vin
bn hng v cho rng ngun lc ny
khng kh tuyn dng, khng cn
o to nhiu iu ny lm
lc lng hnh ngh bn hng Vit
Nam thiu ni lc. Ni mt cch
khc h cha tin vo gi tr bn thn
mnh, cha tin sn phm, dch v
ca cng ty cung cp c th mang li
gi tr cho khch hng. H cng nghi
ng vn ha v chnh sch ca cng
ty, t ch cn bn c hng ch
khng cn to dng, duy tr uy tn
ca c nhn v cng ty. Th trng
khng th c sn phm tuyt i, ch
c sn phm ph hp vi tng i
tng khch hng. Ngi bn hng
cn c tinh thn phc v khch hng.
y chnh l tinh thn cho, trc
khi nhn trong ngh bn hng.
Gim st bn hng (GSBH) V
tng trn sa trng
GSBH l ngi qun l mt khu vc
th trng nh vi cng vic chnh
l xy dng kinh doanh v xy dng
i ng bn hng. GSBH c ton
quyn quyt nh trong vic tuyn
nhn vin, qun l, k lut cng nh
sa thi nhn vin. H c t ch tiu
v doanh s bn hng hay khng
ph thuc rt ln vo nhn vin ca
h, nhn vin km dn n kt qu
khng cao. i vi ngi GSBH,
thnh cng khng phi ch gii v
k nng bn hng, m cn ph thuc
vo cch xy dng kinh doanh, xy
dng i ng bn hng, t chc cho
i ng khe mnh, cng pht
trin.
i vi ngi gim st bn hng th
cng vic khng hn l bn hng m
l qun l mt i ng bn hng.
Chng ta c th hnh dung i ng
bn hng ging nh mt on qun
m trong nhn vin bn hng l
nhng ngi lnh tin phong. Gim
st bn hng l nhng v tng i
cng vi on qun ca mnh ra trn
a chin u. H l v tng trn
sa trng, ln x trn th trng
gi v ginh th phn. GSBH chnh
l nhng ngi trc tip to dng
nim tin cho nhn vin bn hng v
gi tr bn thn v gi tr sn phm,
khi ngun cm hng v ng lc
nhn vin lm vic tt hn.
Trade marketing Si dy vng lin
kt
Trade marketing lin quan ti vic
tng nhu cu ca nhng nh phn
phi, nhm gip nh phn phi bn
c nhiu hng hn cho ngi tiu
dng cui cng, t tng doanh
s ca cng ty. Vai tr ca trade
marketing l thc thi qun l chng
loi sn phm, qun l khng gian
danh sch chuyn gia
-Anh V Thanh Vit - Gim c Bn Hng Electrolux Vit
Nam.
-Anh Phan Hu Lc - Ph trch cng tc hun luyn, o to i
ng bn hng trn ton quc cho cng ty Mead Jonhson Nutrition
Vit Nam.
-Anh Trn H - CEO ca Asean Media company.
-Ch T Thy H Senior Brand Manager Kimberly Clark Vit
Nam.
TNG QUAN NGH MAR
T
rong thi i hin nay,
khi tri thc ca nhn loi
c s tin b vt bc,
nhng pht kin v s
sng to ra nhng cng
ngh, k thut mi lm cho cc
chng loi hng ha, mu m v cht
lng khng h thua km nhau, ua
nhau ra i vi s lng trn ngp
v u cng mc ch p ng nhu
cu khch hng. Chnh nhng nhn
t ny y cc doanh nghip ng
trc nguy c sng cn. Lm th no
cc doanh nghip tn ti v pht
trin l mt bi ton kh i vi
nhng ngi lm marketing. Chng
ta hy xem cc doanh nghip vn
dng l thuyt marketing khoa hc
mang tnh ngh thut - thng qua cc
cng vic trong cng ty nh th no
cc bn nh.
Mi cng ty u hot ng trong
nhng iu kin ca mi trng kinh
doanh phc tp, khng n nh nn
cn c mt c cu t chc marketing
sc m nhim ton b cng
vic ny. Vi cng ty nh th ton
b cng vic marketing c th giao
cho mt ngi, c gi l gim c
marketing. Cn nhng cng ty ln,
kinh doanh nhiu nhn hng khc
nhau th thng c nhiu chuyn
vin marketing.
Chuyn vin marketing
Lc lng a nng
Cng vic chung ca h l nghin
cu th trng, nghin cu i th v
chnh tim lc ca bn thn doanh
nghip. H a ra nhng chin lc
da trn cc tnh ton t m, thc
hin n v nh gi hiu qu. N m
b t thng tin th tr ng, t ng h p d
li u v kh ch h ng v v c nh tranh.
T , nhng chuyn vin ny gi p
ban gi m c a ra c c quy t nh
chi n l c nh l a ch n i t ng
kh ch h ng, x c nh lo i s n ph m
m doanh nghi p s cung c p, gi c
c ng nh phng th c cung ng cho
kh ch h ng. Ngo i ra, chuyn vin
marketing c n c th ho ch nh
c c chng tr nh nh qu ng c o,
khuy n m i v.v... khuy n kh ch
kh ch h ng s d ng s n ph m/d ch
v doanh nghi p cung ng.
mt cp cao hn, chuyn vin
marketing c th l:
Brand manager (BM)
Khi lm BM, bn phi c lp qun
l mt hay nhiu nhn hng tu
thuc cng ty v bn s phi lm
vic vi tt c cc mng. V d nh
pht trin sn phm, nghin cu th
trng, m bo c doanh s bn
hng, li nhun nhn hng cng
nh tt c cc hot ng marketing
lin quan n nhn hng bn qun l.
Marketing manager (MM)
Thng qun l ton b cng vic
marketing ca doanh nghip nh
hoc mt ngnh hng, nhm thng
hiu ca doanh nghip ln. cng
ty ln, MM qun l v m bo cc
hot ng ca BM lm l hiu qu.
MM phn b ngn sch gia cc
nhn hiu m BM qun l sao cho
hp l, ph hp vi chin lc ca
cng ty.
Trn l thuyt, phng marketing c
chia lm nhiu b phn nh v mi
nhn vin m nhim mt cng vic
khc nhau. V d: nhn vin nghin
cu th trng, nhn vin qung co,
nhn vin dch v khch hng. Mi
khu u c mi quan h mt thit
vi nhau v u c nhng yu cu
ring. Nhng thc t cho thy, vi
cc doanh nghip va v nh rt ph
bin trong mi trng kinh t hin
nay ca Vit Nam th khng th no
c s phn chia rnh mch. V vy,
mt nhn vin marketing c th lm
B N PHA SAU KHI NIM
MARKETING
Thu Tho - Thanh Hng
TNG QUAN NGH MAR
6
05-2010
7
05-2010
v tr ph hp cng nh tn sut xut hin hp l l cng
vic khng n gin vi cc doanh nghip. l cha
k n vic o lng hiu qu chin dch sau khi chng
trnh kt thc. Chnh v th, trong trng hp ny, doanh
nghip thng cn n agency gip sc.
Thc t ca mi quan h ny
Quan h gia cc doanh nghip sn xut vi cc agency
v bn cht l Chia s cng nhau, cng xy dng v
pht trin cho thng hiu thnh cng. Mi quan h ca
cc agency vi cc tp on a quc gia nh Unilever,
P&G, Coca-Cola... dng nh tr thnh mu tht nn
h c th d dng thu hiu nhau. i lp vi mi quan
h ny, cc doanh nghip Vit Nam, c bit l cc cng
ty va v nh khi tm n cc agency thng ch xem h
l nhng nh cung cp dch v (supplier). Hai bn k hp
ng thc hin v n khi thanh l hp ng th ng
ai ny i. Agency khng cn bit thng hiu m mnh
cung cp dch v c pht trin theo ng nh v hay
khng, chin dch m mnh thc hin c gp phn lm
thng hiu mnh ln trong mt ngi tiu dng cha?
pha bn kia, cc cng ty s dng dch v cng t quan
tm n vic nh gi hiu qu ca chin dch, hoc qu
vi vng kt lun rng agency khng em li hiu qu
nh mong mun. Trn thc t, hot ng marketing l
qu trnh lu di v agency rt cn c doanh nghip tin
tng c th cng nhau lo li con thuyn kinh doanh
qua mi sng gi.
Nhu c u c a con ng i l m t n s lun bi n i v i
mun v n c c bi n s nh h ng. Khi kh ch h ng c a c c
doanh nghi p ng y c ng a d ng v nh ng nhu c u c n
c th a m n ng y c ng tr nn ph c t p th ngh thu t
marketing c ng bi n i mun m u. L m marketing, b n
s lun s ng trong mi tr ng si ng v b n r n, y
p s ng t o.
Marketing l mt thc th cng sng v pht trin vi mi
trng ni n hnh thnh. V th marketing phi l mt
khoa hc mang tnh ngh thut v con ngi. Mt ngi
lm marketing phi cn trng bc cng vi khoa hc
c th tm hiu v lng nh ng nhng g ang tn
ti, ang pht trin trn th trng. Nhng chng ta cn
cn n mt tm hn nhy cm c th cm nhn c
nhng g ang hin din, ang din ra trong tm tng
ca nhm i tng tim nng v trao cho nhng ngi
ny nhng thng ip ph hp. Chng ta cn phi m
rng mi gii hn cm xc ca mnh c th th cng
vi hi th ca x hi, ca thi i. c th bt kp nhu
cu x hi, chng ta cn phi bit rung ng trc nhng
g m ngi tiu dng rung ng, cm thng.
TNG QUAN NGH MAR
Cun sch trnh by mt s tng khin dch v, sn phm ca bn tr nn khc
bit v c khch hng lu nh cng nh chn la u tin. l c tnh tr thnh
s 1, s hu mt thuc tnh khc bit so vi sn phm khc, k tha v chuyn bit
th trng, s ni tri v thu ht ca sn phm v.v Khc bit hay l Cht a ra
rt nhiu cch thc khc nhau gip bn tr nn khc bit nhng vn c th trnh
khi s cm d ca nhng g c-v-l-khc-bit nhng thc s li tng ng.
Tc gi: Jack Trout. Steve Rivkin. - Dch gi: Nhiu Dch Gi.
Nh xut bn: NXB Tr.
S trang: 344
Hnh thc ba: Ba mm
Kch thc: 14.5 x 20.5 cm
Ngy xut bn: 09 - 2009
Gi ba: 68.000 VN
fI f4t
trng by, a ra cc chin lc cho
cc knh bn hng khc bit, nghin
cu ngi mua sm v thc thi h
thng thng tin. Ngi lm ngh
trade marketing s i kho st th
trng tm hiu tnh hnh bn
sn phm, nhu cu ca ngi bn
cng nh ngi mua. H s tng
hp nhng g bit, tm hiu k
ra k hoch, chin lc bn
hng hiu qu. Trade marketing l
b phn c th nm trong phng
marketing, phng sales hoc i
khi tch hn thnh mt phng ban
ring bit. Trade h tr sales nhng
cng c, chng trnh hng khuyn
mi, hu mi, nhng chng trnh
y mnh sales. Trade thng minh
s thc y bn nhiu hng hn m
tit kim ngn sch hn. Hot ng
marketing ch trng vo nhu cu
ngi tiu dng, trong khi sales ch
hng ti doanh s th hot ng
ca trade marketing l h tr i ng
sales v gip marketing nm r tnh
hnh th trng hn. Ba b phn ny
c quan h mt thit vi nhau. Nu
chin lc qung b sn phm tt,
cc chng trnh khuyn mi rm
r m doanh s thu v khng cao th
cng xem nh tht bi.
PR Thy ph thy ca mi quan
h
Trong nn kinh t th trng, khng
c mt doanh nghip no m khng
c nhng mi quan h nh: quan h
vi khch hng, vi cc c quan Nh
nc, vi cc c quan bo ch
cc doanh nghip nh th ch doanh
nghip hoc gim c trc tip iu
ha cc mi quan h ny; doanh
nghip va th thng c mt trng
phng no kim nhim; cn vi
doanh nghip ln th c hn mt
gim c PR.
Cng vic ca ngi lm PR l iu
ha cc mi quan h. Ngoi ra, h
cn to ra hnh tng tt cho doanh
nghip trong cng chng bng
nhng chin dch PR, Event, truyn
thng Cng c truyn b hu ch
nht m ngi lm PR hay s dng
l thng qua cc c quan thng tin
i chng. Nhng bi bo, tin tc,
hnh nh tt p ca doanh nghip
u l nhng vin gch cn mn xy
nn hnh tng ca doanh nghip
trong cng chng.
Ngh PR ch mi nh hnh trong
nhng nm gn y. Trong nhng
thp nin trc, Vit Nam vn quen
vi cch kinh doanh tiu thng nh
l, cc mi quan h cha truyn con
ni nn PR cha c vai tr ng k
trong nn kinh t Vit Nam. Nhng
t nm 2000 cho n nay, chng ta
khng th ph nhn nhng ng gp
ca PR v c bit l event v event
to c ting vang, lng b ph
nht nh v chi ph ph hp. Trc
y lm PR kh tn km nhng hin
nay cng ngh thng tin h tr rt
nhiu nh cc trang web cng ng,
fourum, website, l mt trong
nhng iu doanh nghip ang ch
trng v tn dng.
Nu ch da vo bn thn doanh
nghip liu h c sc cnh tranh
trong vic qung b thng hiu ca
mnh? Hy theo bc ngi vit i
tm s l gii cho iu khc mc trn
nh!

V sao doanh nghip cn lm vic
vi agency?
Vic t thc hin cc k hoch
marketing s gip doanh nghip
tit kim c mt khon chi ph
ng k. Ngoi ra, h cng tit kim
c thi gian t khu ln k hoch
n khi thc hin nu kho lo tnh
ton.
Tuy nhin, vi cc sn phm/dch v
hng n s ng ngi tiu dng
(nh hng tiu dng nhanh hay thit
b cng ngh, vin thng, ...), tip
cn hiu qu cng mt lc lng
khch hng mc tiu ln, doanh
nghip s phi tri rng chin dch
marketing trn nhiu knh truyn
thng x hi vi cc hnh thc rt
phong ph v a dng: to blog, kt
ni khch hng qua mng x hi, lp
din n, thit k banner v la chn
TNG QUAN NGH MAR
H PHNG
8
05-2010
9
05-2010
Ai cng c th tr thnh marketing manager, nhng mt
marketing manager gii, ng chun cn c nhiu tri
nghim v marketing thc t, nm vng l thuyt chung
ca marketing, market research, media; c u c logic,
bit tnh ton, hiu vn ha, tm l, c k nng lnh o,
hn na cn nim am m, s kin nhn v lng can m.

K nng sp xp, t chc i ng v k nng ng vin,
lm vic nhm rt quan trng. Ngoi ra, GSBH phi lun
c sc chin u v phi lm vic trong mi trng y
th thch. Nhng th v l lc no cng vic cng mi, lc
no cng c th thch vi bn, mi vic dng nh khng
c gii hn. Bn phi lun suy ngh cch chin thng
i th cnh tranh, m phi l cch khn ngoan nht.
C th mt ngy no cc bn cng tr thnh CEO,
iu quan trng l cc bn phi bit dn thn, ng qu
cao vn lng bng m hy ngh n nhng g
cc bn s nhn c. a phn cc bn i lm thng
la chn cc yu t nh lng cao, gn nh, thun tin,
nhng nu ai cng chn nh bn th liu rng bn c c
hi chn? Quan trng l bn phi thch v yu ngh.

T cht ca mt ngi brand, nht l brand gii th u
tin phi nhanh nhy, nm bt cc xu th trn th trng
d dng thch nghi v chuyn i ngnh hng. iu
cc bn cn hn na l kh nng giao tip bng ngoi
ng, trnh by tng, c hiu bit v ti chnh... Mt
khi tr thnh brand manager, cng vic buc cc bn
phi c kh nng lnh o, bao gm: kh nng bao qut
cc ngnh hng ca cng ty, sng to trong mi tnh
hung v team work (lm vic nhm). Ngh brand cng
khng cho php bn lm vic c lp, s hp tc gia cc
phng ban, mi quan h ng nghip tt l rt quan trng
Khi c m v nhn thy mnh c kh nng vi mar-
keting th cc bn sinh vin s khi nghip t u ?
i vi nh ng s n ph m khng i h i s hi u bi t
chuyn mn th vi c tr th nh salesman kh n gi n.
Hn na y l mt ngh m bng cp khng phi l
yu t quyt nh hng u. Quan tr ng l b n c th t n
t i c trong ngh hay khng. N i h i m i sales-
man ph i ch u kh , bi v cng vi c g n nh l ph i
ch y ngo i ng trong h u h t th i gian. Bn c nh ,
c c b n c n ph i t c p nh t thng tin cho m nh r t
nhi u l nh v c c th giao tip tt v i kh ch h ng.
Xut pht im l cc bn sinh vin cn c kin thc tng
th v nhng tri nghim thc t. V ngnh hc, nhiu ngi
hc k thut, kinh t, ngn ng, ti chnh,... ty theo c may
v n lc bn thn vn c th tr thnh marketing manager.
i vi nhng ngi cha tt nghip i hc, h thng
bt u t v tr salesman, qua thi gian lm vic hiu qu,
t doanh s cao, cp trn thy ngi c nng lc th h
s c ct nhc ln GSBH. i vi nhng ngi tt
nghip i hc, h c th vo ngay v tr GSBH. V trng
i hc cho mnh li suy ngh logic hn, c kh nng cp
nht kin thc xung quanh v nm bt tnh hnh th trng
nhanh. Sinh vin khng nht thit phi c thi gian i bn
hng trc ri mi c thng chc lm GSBH, GSBH
va l nh hoch nh chuyn mn, va l nh qun l.
Ngoi ra iu ny cn ph thuc vo pha cng ty: Nu
cng ty ln, h khng cn sinh vin c kinh nghim
nhiu, sinh vin s c o to li mt cch bi bn
khi c nhn vo. i vi nhng cng ty nh, cn
non nt, h cn ngi c kinh nghim iu hnh tt.
6im st bn hng
8rand
M
arketing Manager
6im st bn hng
Fk
LNG KNH NGH MAR
M
arketing Manager
fales
(Xem tip trang 17)
60t t04
600I fk06 t00t
Marketing c th hc trong mt ngy nhng mt c
i lnh hi
Philip Kotler.
Khng i hi nhiu thi gian hc, nhng nm bt
c th ngi lm marketing phi sng cng n, mt mt
v tri nghim cng n. Cn bn th sao, bn sn sng
bc chn trn con ng Marketing cha? Marpro 14
s gip cc bn c ci nhn cn cnh v cc ngh Sales,
Marketing manager, Gam st bn hng, PR v Brand,
t tri nghim thc t ca cc chuyn gia Marketing.
Bc chn vo lnh vc marketing cng ng ngha vi
vic chp nhn kh khn.Vy theo anh/ch u l nhng
vng mc, kh khn ln trong ngh nghip ca mnh?

L n u tin khi ti p x c v i kh ch h ng, t t nh t b n
khng nn n i ngay v s n ph m c a m nh. l sai l m
m c c b n khi m i b c chn v o ngh th ng hay m c
ph i. Hn na, cn bi t ch n ng th i i m ti p th
sn ph m c a m nh, v khi n o th t y thu c v o m ch cu
chuy n b n d n d t kh ch h ng. C khi b n b kh ch h ng
m ng m t c ch v c, hay h c th khng ng m x
ngay h p ng tr c m t b n. N u b n khng chu n b
tr c tm l th r t d n n khi m i b c chn v o ngh .

Cc bn phi thuyt phc c CEO, CFO cng cc
b phn lin quan ng h nhng cng vic ca mnh.
V phi chu trch nhim vi cng vic, nu chi ht
ngn sch m vn khng t ch tiu th hy chp nhn
s thay i m bn khng mong i t pha cng ty.

Ty cng ty m ngi GSBH c nhng ci kh khc
nhau. Nu lm vic cho cng ty c thng hiu ln nh
Unilever, GSBH phi gi vng v th ca thng hiu
ang ng u th trng. p lc v th trng, doanh s,
hng ha l rt ln. Ngoi m bo ch tiu doanh s cn
cn phi m bo hng ha ngoi th trng gi v tr s
mt. Nu cng ty khng c thng hiu th kh khn ln
nht l doanh s. Cng ty nh quan tm nhiu n doanh
s v l c s h tn ti, l thc o li nhun
ca cng ty v tin lng cho nhn vin. Cng vic ny
c nhiu thch thc, nhng qua thi gian va chm v
gii quyt, hu nh mi vn u c hng gii quyt.
Mi s so snh u khp khing, nhng c l kh nht
l phn tng. Mt khi ln tng th cc phn
khc cng s hon thnh c, v cc phn u
c sn danh sch cng vic. V d, cc bn phi lit k
cc u bo min Nam, cc u bo min Bc, hay
cc knh truyn hnh,Vi nhng ngi mi vo ngh
mi vic s rt kh khn, nhng chng cng tr nn d
dng hn nhiu nu bn c hn mt nm trong ngh.

Rt nhiu kh khn v th thch i vi mt ngi lm
brand manager: trch nhim rt ln v li nhun nhn
hng, th phn v s tip nhn ca th trng vi sn
phm; p lc v thi gian Ngoi ra, cng vic i hi
s hp tc cht ch ca bn vi cc phng ban khc. Tuy
nhin, nhng kh khn phn no gip cho cng vic
brand manager tr nn th v hn.
vt qua th thch v n vi thnh cng trong
ngh, nhng t cht v k nng g l cn thit?
Th t ra th khng h c m t nguyn t c n o th nh cng
trong ngh n y. C c b n ph i t trang b cho m nh th t nhi u
kinh nghi m: nm bt tt tm l khch hng (c th ni
y l yu t quyt nh), gi mt ci u lnh khng b
b cu c gi a ch ng, vn dng nguyn t c v t d u loang
(nh kh ch h ng c a m nh gii thi u s n ph m ca m nh
b ng c ch chia s m t ph n l i nhu n cho h ) v hy lun
nh n ra c u l th tr ng, u l i th c a m nh.
fales
6im st bn hng
M
arketing Manager
8rand
fales
Fk
LNG KNH NGH MAR
ln v nhn lc. Bn cnh vic b ca cc
cng ty ln, cn c s pht trin v khoa hc,
cng ngh thng tin, truyn thng, in n, cng
l mt phn khng nh thu ht cc bn n vi
qung co. Bi v, vi cng ngh pht trin, cc
tng qung co d bay bng n u cng
c th hin thc ho, tho mn nhu cu sng to
ca marketer.
V c bit, th trng qung co ngy cng
pht trin khng ngng mc d cuc i suy
thoi ph sng ton cu mt cch mnh lit.
Trong cuc ta m v hot ng qung co do
TBKTSG t chc thng 12-2008, cc chuyn
gia d bo rng: nu lc quan nht th do-
anh s qung co cng ch tng trng 8% cho
nm 2009 vi iu kin kinh t khu vc Chu
- Thi Bnh Dng khng ri vo suy thoi.
Tuy nhin, nm 2009, cc doanh nghip trong
nc chi nhiu hn vo qung co. Chi ph
qung co trn cc phng tin truyn thng
i chng t gn 450 triu la M, tng
26% so vi cng k nm ngoi... (S liu 9
thng u nm 2009 theo TNS), cc cng ty
nh Tn Hip Pht tng hn ba ln, Ajinomoto
tng 130%, Unilever cui nm ngoi c lc
d tnh gim chi qung co nhng s liu chn
thng u nm cho thy cng tng chi 76%.
Cc doanh nghip c khuynh hng tng chi
cho qung co tip cn v nm bt th trng
cc tnh, k c khu vc nng thn, tng nhn
bit thng hiu v tng th phn sn phm.
iu ny cho thy s pht trin khng ngng
v y tim nng ca qung co.
Theo sau qung co l hai ngh: Event v PR
vi 19.59% v 15.46%.
Nhiu bn sinh vin nh gi rng: Event l
ngh ca nhng tng, ngh ca s sng to,
ca lng am m, ca s trung thnh v nhit
huyt tui tr. Ngi t chc s kin khng
ch c tng hay, c c t chc, m bn trong
s nng ng, y la nhit huyt y l mt con
ngi t m, cn thn n tng chi tit nh.
Ngi lm event i hi sc kho tt, lng
mu la trong cng vic. C th sng sm tinh
m cng vic ph hng gic ng ca bn, hay
ban m bn phi thc khuya hn mi ngi
hon thnh phn vic ca mnh. D ai cng
bit iu ny nhng event vn l mt ngh c
cc bn tr sn sng th sc. Vi event, s
sng to, lp ghp tng l khng bin gii.
Mi mt event l mt mu sc khc nhau, cc
bn c tho sc vng vy trong kh nng ca
mnh c th to ra mt tc phm tuyt p v
thnh cng. Trong mt thi gian, y c xem
l ngh nng, bi c th em li vt cht nhanh
chng v c s ni ting cho bn thn.
Trn th gii v nc ta, hu nh bt k mt
chin dch marketing no cng bao gm event.
y l mt phn khng th thiu trong chui
hnh ng qung b sn phm. Hnh nh
"chic o khng l trng sch ca OMO hay
tri nghim Comfort mt ln x" thng c
ghi nh rt lu trong tm tr khch hng, y
chnh l mt trong nhng mc tiu phn u
ca ngi lm event.
Ngy nay, khi ngi tiu dng hiu bit hn v
quan tm hn v cc sn phm ang s dng,
yu t tin cy v cht lng sn phm lun c
t trn hng u. Ngi lm PR trong cng ty/
doanh nghip s hp tc vi mt bn th ba.
Thng qua knh ny, doanh nghip s truyn
thng ip ca mnh n vi ngi tiu dng.
T , doanh nghip s c hng iu chnh
ph hp vi th trng, to tin cy ca sn
phm. Song song, ngi tiu dng cng s hiu
r hn v doanh nghip, cng nh v sn phm,
dch v ca doanh nghip.
Ngh PR xut hin cch y cha lu, nhng
tr nn quen thuc vi mi ngi. Ta c th
ni, ngh PR mang dng v ho nhong, thng
c v von l b mt ca doanh nghip.
Ngi lm PR s tip xc nhiu vi gii truyn
XU HNG NGH MAR
Ngh Ngh u tin nht (%) Ngh u tin nh (%)
PR 15.16 30.34
Event 19.59 17.98
Qung co 21.65 15.73
Brand 7.22 7.87
T vn chin lc 7.22 8.99
Nghin cu th trng 9.28 5.69
Digital Marketing 8.25 10.11
Sales 11.31 3.37
Bng s liu la
chn ngh nghip
ca sinh vin
(Kho st ti ging
ng Marketing
K32, K33, Ngoi
thng K32)
Tn mn
Marketing xut hin Vit Nam cch y hn
10 nm. Nhng thc s vo khong thi gian
u, khi nhc ti khi nim marketing th cc
bc ph huynh ngh ngay n nhng anh chng
bn m tm, hay nhng c gi i tip th du gi
u ti tng h gia nh. Ni mt cch khc,
hnh nh ngnh marketing thi by gi cha
c nhn nhn ng n. Tuy nhin, x hi,
con ngi Vit Nam thay i gc nhn, to
tin cho s pht trin ca ngnh marketing
hin nay.

Trong qu trnh kinh doanh, marketing thc s
c v nh mt chic la bn ca doanh nghip
c th tm kim, tp trung vo hng i tt
nht cho s pht trin ca mnh, l chic cu
ni gia doanh nghip v th trng. T cng
vic nghin cu th trng n vic to ra mt
sn phm, t cc chin dch qung co n tng
cho n nhng chui s kin rm r ca doanh
nghip tt c u in du tay ca nhng ngi
lm marketing, tt c u mang hi th v nhp
p marketing.
Vi mt mi trng c xem l rt nng ng,
rt sng to nh marketing, cnh tranh v o
thi l hai yu t lin tc xy ra khng ngng.
Do , bi vit mong mun em n cho cc
bn mt gc nhn v xu hng chn ngh ca
bn thn sinh vin, cng nh doanh nghip chn
ngi cho cng vic nh th no. Vi nhng
thng tin mang tnh khch quan, mong rng s
gip ch cho cc bn tm c mt hng i
thun li hn cho bn thn.
S la chn ca sinh vin
Qua mt bui kho st sinh vin ging ng
Marketing-K32, K33, Ngoi Thng K32 H
Kinh T TP HCM cho thy:
Hu ht cc bn ng vi kin Marketing l
mt ngh th v (93.9%), a phn cc bn u
cho rng y l mt ngh rt quan trng, ng
dng thc tin cao v l ngnh ngh ang rt
ph bin.
Vi s liu v biu 1 ta xc nh c:
Qung co, Event, PR l ba ngh c s la chn
nhiu nht. Trong , Qung co vi 21.65%
chim u th hn c. Ta hy im qua nhng
im ng ch ca qung co trong nm va
qua l gii nh.
Khi nhc ti marketing hay tip th, khng t
ngi s ngh ngay n qung co. Hng ngy,
bn, gia nh bn, cng nhau xem phim chc
hn khng trnh khi nhng clip qung co km
theo ng khng no? Hay khi i trn ng,
nhng tm pano, bng rn, nhiu ln khin
bn phi ch ? Qung co c mt mi ni,
mi lc v ngy cng pht trin t nc ta.
Rt nhiu cc agency xm nhp vo ngnh
Marketing Vit Nam nh: JWT, TBWA, Dentsu,
Ogilvy & Mather, DDB,to nn ngun cu
XU HNG


CHON NGHE - CHON NGI
Ngc Trm - Anh Thi
XU HNG NGH MAR
Biu 1: S
la chn ngh
nghip ca sinh
vin (Kho st
ti ging ng
Marketing K32,
K33, Ngoi
thng K32)
10
05-2010
11
05-2010
Viral
Marketing
trong thi ai Internet
Bnh Bo
Viral marketing, words of mouth marketing hay Marketing lan truyn tr thnh nhng
thnh ng khng xa l g vi nhng ngi lm marketing. S bng n ca din n o,
mng x hi, nht l tro lu blog gp phn lm cho n php ny thm phn uy lc.
T tro lu Git online ca Vimua
T m, ti lp tc vo mng, vo trang vimua.com theo hng dn ca bn bt u mt chuyn git .
y l trch on mt bi PR trn bo Tui Tr nhm gii thiu trang web Vimua ca FPT. Di gc nhn ca phng
vin, vic mua hng gi r trn website Vimua thc s l mt tro lu v bi bo ny, trong mt lot bi PR ca Vimua,
v cng kch thch tr t m ca ngi c Vimua l ci g, r n th no, ti sao ngi ta tranh nhau vo Vimua.
c nhiu ngi bit n, nhng ngi lm marketing khng ngi to scandal. Scandal l con dao hai li trong
marketing, nhng vi trng hp ca Vimua, n ht sc pht huy hiu qu. Trn hng lot t bo v blog t nhin
r ln ch trch website v vic lin tc b sp do ngi truy cp qu nhiu mua hng sales vi gi khng tng:
1000 VND mt in thoi hoc laptop. Thc t l website ca Vimua khng h b sp, ch l mt cch thu ht
s ch ca d lun vo cn st khuyn mi m trang web ny ang to ra.
nh im l cn st l hng nng. Trn mt blog ni ting nht nh Vit Nam, ngi ch blog t nhin khm ph
ra danh sch nhng mn hng khuyn mi ca trang ny cng ngy gi ln trang ht sc chi tit, cho php on nh
trc ngy gi mn hng s xut hin vi mc gi trong m. Cui cng tt nhin l Vimua s i li ngy gi ln
hng b l, nhng vn c hng trm ngn ngi truy cp vo trang ny rnh gi vng chp c hng nng.
Kt thc chin dch viral marketing ca mnh, Vimua t v tr ch lnh mi toanh tr nn c mt th hng kha kh trn
bng xp hng cc website thng mi in t Vit Nam.
n chuyn tnh Tm em ni u ca Close Up
Mt anh chng sinh vin tnh c gp mt c gi cng tr ma trm xe bus. C gi a cho anh chng mt chic o
Reng reng reng
- Al, g my?
- Ln net git i!
- Git g?
-Th git khuyn mi. Ci laptop c 1.000 thi. Hi ny sut t na tao git c
ci USB 2G ch 1.000. 3 gi c mt t git na n, nhanh ln, gn n gi ri...
Ti bi ri, chng hiu u ui g.
- Lm sao git c?
- C ln net i, nhanh ln - ngi bn hi thc.
XU HNG NGH MAR
thng, khch hng lm nhim v xy dng hnh nh tt
p cho doanh nghip. V th, mt ngi PR gii quan
h rt rng, rt c trng vng v tin lng tng i
cao.

Nhn chung, vic la chn ngh ca cc bn sinh vin
ph hp vi xu hng hin nay ca marketing ni ring
v nn kinh t nc nh ni chung. Qung co, Event, PR
l nhng mng ngh hp dn cho gii tr bi nhiu kha
cnh: tnh sng to, tnh thi thng, tnh c nht v
nh. Khng c qung co ging nhau, cng nh khng
chng trnh no lp li hai ln, mi mt tc phm l mt
cm xc ring khng th ln vo u c.
Tuy nhin, mt vn thuc phm vi truyn thng nui
dy con ca a s ngi Vit Nam tc ng khng t
n s la chn ngh. n y, chng ta ngng li v suy
ngh mt cht: L do chn ngnh ca bn thn l g?
Chn chng thi nay
Mt bn sinh vin pht biu rng : Chn ngh nh
chn chng vy, nn phi chn cho k. Vy gii tr
ngy nay la chn chng c cn theo s sp t ca ba
m khng ? Hay c tro lu no nh hng khng ?
Theo thng k, hu ht cc bn chn la ngh nghip
tng lai l do s thch v nh hng c nhn. Ci ti
trong x hi nc ta ngy cng c khng nh. C th
thy thc t qua cc chng trnh: Im me (VTV6), knh
Yeah1 for teen, cuc thi Show your style (CLB Giai
iu tr - H Kinh T TP.HCM) Cc bn tr bit
mnh phi lm g, s lm g c th bt nhp vi nn kinh
t cng nghip hi h, c mt hng phn u cho bn
thn trong cng vic v trong cuc sng sau ny.
C th nm nm trc, mi nm trc, vic chn la
ngnh hc cn theo tro lu. Mt vi sinh vin chn ngn
hng v c ba m lm ngn hng, cc bn khc chn ti
chnh v im cao th ng k ngnh ti chnh... v cn
rt nhiu l do khc na. Bn cnh , x hi thi k
trc y cng gp mt phn khng nh n quyt nh
ca chng ta: iu kin kinh t cha pht trin, x hi
khng p ng nhu cu cho nhng ngnh hc khc,
cc iu kin thi c cn kht khe, Ring i vi ngnh
marketing, chng ti xin trch nguyn vn kin ca anh
Lm Vit Hng - nguyn l Former Senior Consultant
PR Ogilvy & Mather Vit Nam: Khong hn 10 nm
v trc, nhn thc v vai tr ca marketing trong cng
ng doanh nghip trong nc cha rm r lm, v th
a s nhng hot ng ny u c t chc bi nhng
cng ty ln ca nc ngoi m s lng cng cn hi
khim tn, hot ng t a dng. Nn thng tin theo kiu
mt thy tai nghe v ngnh ngh cha c y lm.
Thm ch a s sinh vin chuyn ngnh marketing mi ra
trng vn cha th hiu r rng v mt k hoch mar-
keting thc s l nh th no. V th ngnh marketing
hu nh c sinh vin chn l nguyn vng 2 trong giai
on chuyn chuyn ngnh hoc b ch bai. Trong nhng
nm gn y, nhn thc v vai tr ca marketing ti th
trng Vit Nam tr nn rt quen thuc. Cc hi tho
ln v xy dng thng hiu c t chc kh thng
xuyn di nhiu hnh thc. Chnh v vy bc tranh v
ngh marketing c th hin kh r nt, to iu kin
d dng cho nhng ngi am m quyt nh bc chn
vo ngnh ny.
y l mt kt qu kho st khch quan, v cho thy
cc yu t tc ng n vic chn ngh ca sinh vin
mc d vn cn hi hng nh hng ca mt vi nhn
t nh: gia nh, bn b, nhng a phn cc bn u nm
bt c mc tiu trong tng lai ca mnh v nh hng
trc nhng bc hnh ng cho bn thn.
Tro lu marketing thi @
So vi 2008, nm 2009 s thu bao Internet tng 45.5%
t 3 triu thu bao. S ngi s dng Internet tnh n
cui nm 2009 c tnh 22.9 triu lt ngi, tng 10.3%
so vi thi im cui nm 2008. Bn cnh , ngnh vin
thng t c s thu bao in thoi c tnh t 41.7
triu thu bao, tng 40.8% so vi nm 2008, trong c
37.7 triu thu bao di ng, tng 40.5%.
(Ngun: www.gso.gov.vn )
Trong vng cha y 6 nm k t khi ADSL xut hin
nc ta, bo in t, mng x hi, website kinh doanh,
website giao dch, bng n mt cch nhanh chng, tin
tc cp nht mt cch thng xuyn v lin tc. Mt th
trng mi y tim nng ang c cc doanh nghip sn
n: Internet. Anh Lm Vit Hng pht biu: Internet v
cng ngh thng tin rt pht trin trong thi i hin nay, v
th xu hng kt hp cng c ny vo k hoch Marketing
a n g
v s
c rt
n h i u
n g i
l a
chn.
(Xem tip
trang 18)
XU HNG NGH MAR
12
05-2010
13
05-2010
Slogan - khu hiu thng mi, nguyn ngha c l
ting h trc khi xung trn ca nhng chin binh
Scotland. Ngy nay trong thng mi, slogan c
hiu nh l khu hiu thng mi ca mt cng ty.
slogan thng c coi l mt phn ti sn v hnh ca
cng ty d rng n ch l mt cu ni.
c c mt slogan hay, ngoi vic u t v cht
xm cn phi c s u t v qung co lin tc vi
nhng chin lc di hn. Chnh v vy, khi c c
mt slogan ng c trong tm tr khch hng, slogan
tr thnh mt ti sn v gi c vun p bng
thi gian, tin bc v uy tn ca cng ty.

Th no l mt slogan hay?
1) Mc tiu: Mt slogan khi c tung ra phi mang
mt mc tiu nht nh v hng n mc tiu
-Khi Pepsi ra i th Coca Cola l mt g khng
l trong ngnh gii kht ri. Mun pht trin c th
phi c mt slogan nhm n mt mc tiu l ly li
c th phn t Coca Cola. Hng nc gii kht Pepsi
ly slogan l: Generation Next (Th h tip ni),
ni l mt loi nc ung ca th h mi v ngm
ch bai i th trc tip Coca Cola l loi ung
c l s. Vi slogan hay mang trong mnh mc tiu r
rng l nh vo khch hng tr tui, Pepsi thu ht
c phn ng gii tr v vn vai tr thnh mt i
th ng gm ca Coca Cola.
2) Ngn gn: Mt slogan hay lun phi l mt slo-
Nng theo gi m ln tng thng minh
Ngi c hn vn cn nh cn st chuyn nh trn
Yahoo 360
o
din ra cch y gn 1 nm. Lc dn tnh
nhao nhao ln xoay s tm cch chuyn nh t Yahoo
qua nhng ni khc nh Facebook, Wordpress, MyO-
pera nhng vn cha c cch no hiu qu. Cch
th cng copy v paste chm m chc nhng qu mt
thi gian, cn nhng cch t ng th khng phi lc
no cng thnh cng. Lc trang web Xalo.vn tr
thnh mt ngi hng khi a ra mt tin ch chuyn
nh t Yahoo 360
o
(h thng blog ng ngi s dng
nht Vit Nam) sang Facebook (mng x hi ang
ln nhanh nh tn la Vit Nam) v vn thng qua
Xalo.vn. Ngay lp tc c dn mng kho nhau Hy
dng cng c ca Xalo.vn m chuyn nh. Tn tui
ca Xalo.vn sau t c bit n nhiu ng k.
Mt pha qun o h hnh ca c nng Thy Top, cng
v tnh qua s hiu k ca c dn mng m lan nhanh
nh virus trn Internet. Trong lc Thy Top cng khc
mu khng bit thanh minh sao v tnh hung rt
qu ca mnh th trn cc din n, blog Yeah1
ngi t chc cuc giao lu vi Thy Top ny lp tc
ng ra bnh vc cho Thy Top. u c ng scan-
dal ny ca Thy Top, ngi ta thy Yeah1 chen
vo ngay bn di. i qun spam din n ca
Yeah1 chng t kh nng nng gi m ln rt tt.
Viral marketing Nhng cn a chn trong th gii
o
T nhng casestudy trn chng ta thy rng, d t
to ra virus hay cng sinh trn virus ca ngi
khc, nu bit cch s dng hiu qu, viral market-
ing s tr thnh mt cng c tuyt vi tip cn
khch hng tim nng. S bng n ca Internet, blog,
mng x hi, din n... lm cho viral marketing lan
truyn nhanh n chng mt vi mt chi ph cc thp.

Mt chin dch viral marketing hiu qu, bn cnh
tng tt, thng khng tch ri mt chin dch PR
c ph dy c to hiu qu cng hng. Nu
hu x t nhin hng thng th tc ly lan
s chm chp tr khi t thn vn cn lm viral mar-
keting d tha sc ht. Song khi c s tr gip
ca cn gi PR, n s pht tn n tng ng ngch
cuc sng ca ngi tip nhn, gip chin dch viral
marketing ca chng ta c thm n by tin xa.
B QUYT NGH MAR
I4
006
M0f
SLOGAN

ma v cng l lc tnh yu trong chng trai
ny n. tm kim li c gi h gc tri
tim mnh, Nam - tn nhn vt ny - dng
mt on clip c quay th s vi tng cho
chy tranh truyn v 24hnh/giy m t khonh
khc bt gp tnh yu ca mnh. Kt thc clip l
mt thng ip gi n c gi cha bit tn kia:
Nu ngi y l em, hy lin lc blog ca ti
km theo ng link blog. Anh chng Nam cn
ng ln blog clip quay ti trm xe bus, ht bi
ht... tng c gi ny. Cu chuyn tnh c cc
hot blogger, din n ng li, t c dn mng
xn xao vi anh chng Nam v chin dch i tm
c gi ca chng sinh vin tr. Rt ng ngi
vo blog ca Nam by t s ngng m vi anh
chng a ti v si tnh ny. H cng truyn nhau
ng link ca blog vi hy vng may ra c gi
kia bit n v nh vy l h gip c Nam.
T i bn doanh Unilever, nhn hng Close Up
bit n cu chuyn cm ng ny v h quyt
nh vo cuc gip Nam tm kim c gi kia.
H tung ra chin dch Close Up chc bn t
tin tm kim tnh yu vi li ha ng hnh
trong cng cuc tm kim ngi trong mng
ca Nam. Chin dch Tm em ni u t ra
i, sau m rng thnh mt cuc thi cho cc
i tnh nhn khi ngy l tnh nhn 14/2 ang
gn k nh mt cch tn vinh chuyn tnh
ca Nam. Qua Close Up truyn i mt thng
ip Cc bn tr nn t tin ch ng v mt
khonh khc rt r nh Nam lm vut mt
c hi tip cn ngi trong mng ca mnh.
Tt c nhng iu cui cng ch l mt s
sp xp ca nhng nh lm marketing chuyn
nghip. Nhiu ngi ch ng ngi ra y l
mt cu chuyn c sp xp khi Close Up l
din, nhng thm ch cn rt nhiu ngi vn
tin y l mt chuyn c tch thi hin i
c thc, mt anh chng si tnh thay v c
ng bt cu gip, c mt cng ty lm
tin nhiu ca lu n v tn tnh gip .
Close Up cho thy vic tn dng sc mnh
ca blog v viral marketing em n mt sn
phm qung co ht sc sng to v hiu qu.
Tuy nhin, vn cn mt vi ht sn ln nh
vic khng kim sot c s ln xn trong lm
n ca agency lm chin dch qung co ny cho
Close Up, dn n ngi trong cuc bt mn
m ln mng cng b t A n Z thng tin v chin
dch, hay thi im to blog, domain website...
d dng b dn tho Internet lt ty ra nhng s
mu thun kt lun y l chuyn ba 100%.
V k hoch Chn g ca RAN Online
ra mt game RAN Online vn cha c
bit n nhiu, nhng ngi lm market-
ing ln k hoch tuyn hn 200 sinh vin
lm chn g trong event ra mt bn Open
Beta ti i bn doanh ca nh pht hnh.
T 7h sng, ngi i ng nhn thy mt m
ng chen chc cht kn trc cng cng ty
lc ny ging y bng rn, trang tr
Khng cn mt ch ng trn va h, bn trong
vng ra ting MC hot no, ting mi nhn qu
cng nhng cnh tay lun gi cao ch tham gia
tr chi v tr li cu hi. Ai cng mun th
vo tham gia xem ang c nhng g hp dn
m ngi ta li t tp ng nh vy, hoc ch
t l cng t m dn mt vo khi i ngang qua
m ng . Thc cht y l nhng chn
g c game ny mn n to khng kh
nhn nhp gy hiu k cho ngi i ng, tt
c h gi xe mt ch cch xa cng ty ly
khng gian va h cho vic t tp huyn no ny.

Vo thi im , trong cng ng game th
ang truyn i nhng tin nhn, qua in thoi,
Yahoo Messenger, forum hoc ngay trn
game ang chi Qua RAN Online coi bn
ang lm g m ng lm, kt ht ng ri.

V khi nhng chn g thm mt cng l
lc nhng ngi tham gia tht s n n ko n.
Mt m ng gy thu ht kt hp vi nhng
tin nhn nng st lan truyn trn mng ngay
thi im ang din ra s kin, tnh ra
chng t hiu qu cn hn hng trm ban-
droll, mu qung co... c ri y trn
nhng tuyn ng v cc mt bo trc .
XU HNG NGH MAR
c
nhiu ngi
bit n,
nhng ngi
lm market-
ing khng
ngi to
scandal
14
05-2010
15
05-2010
GC NHN NGI...
(tip theo trang 9)
v tr nh tuyn dng, anh t ra
hai tiu ch cho sinh vin: th nht,
cc bn phi c kh nng hc hi; th
hai, cc bn phi sing nng. Bng
cp khng phi l vn quan trng
hng u, n c bn chng minh c
bn c kin thc nhng mi ch
l kin thc nn v cng vic PR i
hi nhiu hn nh th. Khch hng
ca bn mi ngi mt tng v
h cng c th c o to nh bn,
hc chung mt cun sch ging bn.
Nu khng ni n vn ngnh hc
ca cc bn trong trng th khi cc
bn c am m v nhn thy mnh
c kh nng, bn vn c th lm brand.
Vic u tin l cc bn phi gia nhp
mt cng ty, bt u t nhng v tr
thp nh marketing assistant, sau thi
gian tch lu kinh nghim v ph trch
cc d n, bn c th tr thnh as-
sistant brand manager (ABM), c
lm c lp d n c s gim st ca
brand manager. Qua qu trnh lm
ABM, c th t mt, hai nm hoc
thm ch nhiu hn th, tu thuc
vo kh nng mi ngi m bn s
c ln lm brand manager, c lp
qun l mt hoc nhiu nhn hng.
Cc bn c c ci nhn tng
qut v 5 ngh trong lnh vc market-
ing c th chn la v quyt nh
mc tiu mnh mun theo ui. Nhng
hy tip tc lng nghe nhng tm s,
chia s chn thnh t cc chuyn gia.
Khng c y u t n o kh c ngo i s
yu ngh , ch khi n o c c b n yu
ngh th m i c th g n b v i ngh
n y lu d i. V hy t o cho m nh
m t phong c ch ring. Ch nh phong
c ch c a b n s khi n doanh s tng
hay gi m, v i v i salesman, do-
anh s l c n o c ng v tr s mt.
Con ng lm nhng ngh Market-
ing ni chung hay Marketing manager
ni ring khng tri hoa hng, nhng
n li to c hi ln cho cc bn khng
nh bn thn trong nn kinh t y
kh khn hin nay. Bt u v khng
b cuc, thnh cng s n vi bn.
Sinh vin mi ra trng lun phn vn
nn chn cng ty ln hay cng ty nh?
Trong mi bn nn c nh hng
chin lc ring. Nu mc tiu l hc
hi h thng ln mnh, mun lm
vic trong mi trng chuyn nghip,
mun mi ngi bit n mnh lm
cng ty c ting, tm c; th nn c
gng vo nhng cng ty ln, danh
ting. Nu mc tiu ca bn l mun
tri nghim, hay c nh m cng ty,
th trc ht hy th sc mnh cc
cng ty va v nh. V nhng cng
ty ny, h thng b my v nhn s
lm vic cha tht s chuyn nghip,
v c rt nhiu kh khn, chnh trong
nhng kh khn bn s tch ly
c nhiu kinh nghim. Tuy nhin
tt c cc bn cn suy ngh nghim
tc v tng lai, c chin lc c th,
nu khng s tn thi gian v ch.
Bn khng c li bc d bn bit
ng trc l h su hay vc thm. Th
ng ri ng dy ly kinh nghim,
ln sau ng s khng au na cn hn
l bn khng dm ng. Hy i trn con
ng chn v dm hi sinh, khng
chp nhn hi sinh ngha l bn
dng li v tr v vi con s khng.
Vi kin thc nn marketing, nu bn
c kh nng ngoi ng tt, l mt ngi
nng ng, mnh dn v c k nng
thuyt trnh, nh tuyn dng s chn
bn thay v nhng ngi ch hc gii.
Dn thn vo ngh marketing l bn
chp nhn nhng kh khn, th thch.
Nhng vi ti nng v s t tin ca th
h sinh vin ngy nay, li l nhng
g cc bn mun chinh phc. Vy cn
ngn ngi g m khng th sng v tri
nghim cng nhng ngh marketing?
MarPro chc cc bn thnh cng!
IM TIN MARGROUP
Fk
8rand
Marketing Manager
6im st bn hng
CUOC HEN LAM AN
Mt n doanh nhn tn l Cindy
ang trong phng ch dnh
cho VIP cho chuyn bay ti Los
Angeles. Khi c y trng
thy Donald Trump ngi trn
chic gh sofa ang thng thc
ru. May mn thay, Cindy sp
c mt cuc hn lm n quan
trng y.
L mt n doanh nhn to bo,
Cindy quyt nh tin ti bt
chuyn vi Donald Trump v
gii thiu v mnh. Tht l bt
ng, ngi Trump t ra rt n cn,
iu ny cng khin c y thm
t tin. Cindy gii thch cho ngi
Trump v cuc hn sp ti ca
mnh, ng thi by t rng c
y s rt bit n nu ngi Trump
ch cn ni Cho Cindy khi c
y gp i tc. Ngi Trump ng
.
10 pht sau, khi Cindy ang bn
cng vic vi khch hng, Don-
ald Trump tin ti v ni:
- Cho Cindy, mi vic sao ri?
Cindy lin p li:
- Khng phi lc ny Donald .
Anh khng thy l ti ang bn
tip khch hay sao?
Cng Tun (Tng hp)
gan ngn gn, d hiu, d c. Vi
nhim v phi i vo tim thc ca
khch hng, khng ai i xy dng
mt slogan di dng dc y ton
b v tnh nng, tc dng, im u
vit ca sn phm c, bi khch hng
s chng ai b cng i nh mt slo-
gan di nh vy.
-C ph Trung Nguyn phi b
slogan di c: Mang li ngun cm
hng sng to mi bng Khi
ngun sng to. Qu thc slogan
sau ngn gn, n tng v d nh
hn nhiu.
3) Khng phn cm:
Slogan phi tuyt i trnh nhng t
ng c th gy phn cm hoc xc
phm n ngi khc cho d ch
l mt b phn khch hng rt nh.
-Nh cung cp dch v chuyn pht
nhanh DHL tng mc li ny khi
tung ra mt slogan gy mt n tng
khng tt: n chm gm xng.
4) Nhn mnh vo li ch sn
phm:
Slogan phi th hin c tnh nng
v li ch khi khch hng s dng
sn phm.
-Connecting People ca hng in
thoi di ng Nokia
-Lun lun lng nghe. Lun lun
thu hiu ca hng bo him quc
t Prudential.
5) Tuy nhin, nhng iu kin trn
ch l nhng iu kin c bn:
Mt slogan thnh cng phi mang
trong mnh thng ip n tng v
khi gi c tr tng tng ca
khch hng v sn phm ca mnh
-Mt cm gic rt Yomost , cm
gic rt Yomost l cm gic g?
-Cu slogan ca S-Fone cng rt
n tng: S-Fone - Nghe l thy.
Nghe m thy c c nhng g
ngi ta ni? Vng. Nhng chnh
iu li gi s t m, ch . m
thanh c truyn i r mn mt v
nt n lm cho ngi nghe c
cm gic hnh dung ra ngay tng c
ch, trng thi ca ngi ni.
-Nhn hiu trang phc lt cao cp
Triumph tung ra cu slogan c
o: Triumph - Thi trang v hn
th na. Hp thi trang? Cn hn
th na - tc l hn c chuyn thi
trang? Phi chng slogan mun nhn
mnh rng, Triumph khng ch l
mt nhn hiu thi trang m cn l
du hiu ca ngi bit cch n mc,
ca s snh iu?
-Hng thi trang qun o lt ph
n Victoria Secret c mt slogan
rt hay bng mt cu hi: What is
sexy? .
-Sn phm th thao ca tp on
Nike cng c ct cnh cng vi
mt slogan c nh gi l thnh
cng nht mi thi i: Just Do It.
Nhng doanh nghip thng mi
nc ta cha my c s u t quan
tm v slogan. iu c th d dng
thy c l cn c qu t cng ty
c slogan hay. C cng ty c slogan
nhng slogan cn cha chuyn
nghip. Thm ch c cng ty cn
cha c slogan. Xy dng mt slogan
hay l mt vic lm cn thit ca mi
cng ty trong qu trnh thu ht khch
hng v hi nhp quc t hin nay.
Cng Tun
(Tng hp theo saga, tailieu)

B QUYT NGH MAR
NHANH, GON, LE
Cha: Cha mun con ly mt c
gi m cha chn.
Con: Con ch ci ai m con
mun!
Cha: Nhng c gi l con ca
Bill Gates.
Con: Vy th con ng !
Tip theo, ngi cha gp Bill
Gates
Cha: Ti bit mt anh chng xng
ng lm con r ca ngi.
Bill Gates: Nhng con gi ca ti
cn qu tr!
Cha: Nhng anh ta l ph gim
c Ngn hng Th gii.
Bill Gates: Trng hp th
ok!
Cui cng, ngi cha n gp
gim c Ngn hng Th gii.
Cha: Ti xin c vi ngi mt
ngi cho v tr ph gim c!
G: Nhng ti c qu nhiu
PG ri.
Cha: Nhng chng trai tr ny l
con r ca Bill Gates!
G: , th th c!
16
05-2010
17
05-2010
fales
Fk
8rand
Bui tic chc mng sinh nht Margroup ln th 15 c t chc vo ngy 19 ti Book Coffee v ngy 20 thng 12
nm 2009 ti tr sa Kiwi 567 S Vn Hnh, c s gp mt ca rt nhiu th h Margroup, cc thnh vin, cng tc
vin cng nh nhng CLB, i Nhm bn,
Margroup 15 tui. Tui 15 mp m trng trn, cha gi l b gy sng tru, v thng c gi nm na l
tui teen. La tui ny, chng ta thng thy c s giao thoa ca mt tm hn hc sinh cp mt v ca mt ngi bt
u trng thnh.
Margroup, vi chng ng 15 nm, 15 tui cng khng nm ngoi quy lut . Margroup - hc sinh cp mt suy ngh
n gin. Margroup ngi bt u trng thnh suy ngh su sc hn v s c gng lm tt nht, lun hng ln
trn, ng theo l phi, tm kim ci ct li ca cuc sng, rt nhy bn vi mi bin ng ca x hi, dm ni ln kin
v nhn nh ca bn thn, khao kht mun c ngi khc nh gi, ht sc quan tm n s pht trin ton din.
(Anh Hunh Phc Ngha trng nhm Margroup K23). Mt suy ngh ln ln, v chng chc hn xut hin.
i c n chng ng hm nay, khng th khng nhc n s ng gp ca cc cng tc vin, thnh vin bao
th h Margroup. Nhng con ngi v ang gn b vi Margroup, d ban u c v bt k l do no, nhng gi y
vi mt suy ngh trng thnh v vng vng hn, h v ang l ngi to dng mt tinh thn Margroup rc .
Chc mng sinh nht Margroup!
Chc mng sinh nht nhng con ngi o !
IM TIN MARGROUP
ARGROUP TUI 15
NGC TRM

Vo ngy 28 thng 3 nm 2010, i hi Margroup nhim k 16 din ra ti A105 59C Nguyn nh Chiu Q3
trong khng kh trang nghim vi s c mt ca cc v khch mi, cng cc thnh vin, cng tc vin Margroup. i
hi tng kt li nhng hot ng thc hin c ca Ban iu hnh Margroup Nhim k 15, trnh by phng
hng hot ng trong Nhim k ti, ng thi ra mt cc thnh vin ca Ban iu hnh Margroup Nhim k 16.
p li s tin tng ca Ban iu hnh Margroup Nhim k 15 khi chuyn giao nhim v l s nhit huyt v
li ha quyt tm thc hin tt cng tc lnh o Nhm ca Ban iu hnh Margroup Nhim k 16, nhm a
hot ng ca Margroup vn n nhng tm cao mi, xy dng mt mi trng hc tp, hot ng cho cc
bn sinh vin tht hiu qu, nng ng, tip bc v pht trin hn na nhng gi tr truyn thng ca t chc.
BAN
IU
HNH
16 -
TIP
BC
N
ANH
XU HNG CHN ...
(Tip theo trang 11)
Ta c th lit k nhng dch v ca
digital marketing nh: SEO (search
engine optimization), email market-
ing, truyn thng trc tuyn u
im ca hnh thc digital market-
ing l tit kim chi ph, thng tin
truyn ti nhanh chng, rng khp,
c th tip cn khch hng mc tiu
d dng. Vi nhng dng c trn ta
c th dng th thut qung b nh
tham gia din n, blog, chat room,
mng x hi chia s thng tin
v nh cng ng qung b. Li th
v chi ph v tc l hai u im
ni bt nht, ngoi ra doanh nghip
cn c th tng tc trc tip vi
khch hng thng qua box cu hi
trc tuyn, vn p thc mc,
y l mt hnh thc marketing hiu
qu trong thi kinh t @.
Mc d th gii ang bc vo thi
hu khng hong nhng chnh sch
gim chi ph vn l u tin hng u
ca cc doanh nghip. Do , trong
thi gian sp ti, digital marketing
c xu hng tr thnh mt cng c
qung b hiu qu m chng ta cn
quan tm hn na.
Marketing l mt ngnh chp nhn
nhng iu bnh d v c nhng iu
khng bnh d. Mt sn phm n
thun l tnh hoc y cm tnh u
c th tn ti v pht trin trong th
trng. iu quan trng l sn phm
c p ng nhu cu con ngi hay
khng? Theo , con ng ang
bc v bn thn c ph hp v chp
nhn nhau hay khng? Hy dnh mt
cht thi gian suy ngh, tm ra cu tr
li bn nh.
IM TIN MARGROUP
Ban iu hnh Nhim K 16
18
05-2010
19
05-2010