Trang 1

Bn tin MarPro s 2

Thi s marketing:

X ly rui ro lien quan en thng hieu

Van e song con cua

doanh nghiep
X l ri ro lin quan n thng hiu l
cng vic khng th thiu trong hot ng
marketing, m ni chnh xc hn l hot ng
PR. y l mt vn kh i hi chuyn gia
PR phi c nhng k nng c th v quy trnh
lm vic chuyn nghip. Va qua, bn tin
MarPro c cng thy inh Tin Minh, gio
vin b mn marketing trng i hc Kinh T
tm hiu v vn ny. Bui tr chuyn cc k
ci m v th v, tic l chng ti khng
truyn hnh trc tip c, thi th post ln y
ni dung chnh b con coi cho t m. Hy
vng thi gian ti chng ta c th t chc mt
bui hi tho v x l khng hong v thy
Minh c dp trao i
vi chng ta nhiu
hn v ti "gay
cn" ny.
MarPro: Tha thy,
theo em c bit x l
ri ro, khng hong lin
quan n thng hiu l
1 phn cng vic ca
Cn thn vi nhng tin PR. L mt chuyn gia
n t cc i th "xu nghin
cu
v
chi"
marketing , thy c
nhn xt g v nhng ri
ro, khng hong xy ra vi cc thng hiu Vit
Nam trong thi gian gn y?
Thy Minh: Nhn li nhng s kin xy ra Vit
Nam trong vi nm gn y ta thy nguyn nhn
khng ch bn thn cc cng ty, cc doanh
nghip m l do i th cnh tranh ca h chi
xu. Trong kinh doanh cng ni ting th cng
phi chun b tinh thn b mt uy tn, b lm xu
hnh nh.
MarPro: Tha thy, va qua bo ch c ni n
nhiu s kin khng hong tng hiu nh ACB,
Nutifood, Knorr m ang, nc tng Chinsu
Thy c nhn xt g v cch x l khng hong
ca h?
Thy Minh: i vi Knorr, h c gng nh
nhiu c quan chc nng nh B Thng mi, B
Y t gii quyt vn ri nhng khng thnh

cngv vn ny lin quan n quy ch, hai b

ny ch tranh ci v t ng m khng gip Knorr
gii quyt vn .
Cn trng hp ca Ngn hng ACB, y l ln
u tin xy ra nh vy Vit Nam. Khi mi xy
ra tin n th h cho l cha nghim trng nn
cha c phn ng nhiu, ch cho ng bo nh
chnh. n khi s vic xy ra nghim trng, ngi
dnm n ngn hng rt tin o t c nguy c dn
n sp th h mi n o tm cch gii quyt,
nh vy l qu tr v rt d gy hu qu nng n
cho doanh nghip.
MarPro: Theo thy khi xy ra nhng s c lm
nh hng n b mt thng hiu th doanh
nghip cn tin hnh lm nhng cng vic g?
Thy Minh: Khi xy ra s c th cc doanh nghip
cn xc nh ngun thng tin gy nh hng n
cng ty l ng hay sai, ngun gc ca n l t
u. Gii php cp bch cn thc hin trc tin
l nh bo i
can thip ngay.
MarPro:Tha
thy theo kin
ca thy th
gii quyt tt
nhng
tnh
hung ri ro lin
quan
n
thng hiu y
mt chuyn vin
PR
cn
c
nhng t cht
g?

Nhanh chng t chc hp

bo a thng tin chnh
xc ra d lun

Thy Minh: iu quan trng nht m cc chuyn

vin PR cn c l c nhiu mi quan h vi cc
cp lnh o (nh B Thng mi, B Y t, Ngn
hng nh nc), nhng ngi c tm nh
hng ln n ngi khc, c bit l cng
chng. ngoi ra rt cn to dng mi quan h tt
vi bo i khi c ri ro xy ra th h c th
gip ta c phn no.
MarPro: Chng em rt cm n thy.a

BNH XE

5- 4 - 2006

Bn tin MarPro s 2

Trang 2

VONG QUAY MARKETING:

CONG NGHE MARKETING CHO

DONG PHIM TH TRNG

Sau thi k lm pht v phim chin tranh l thi

k bng n ca phim th trng Vit Nam. C
cu th mi c cung, nht l khi nhng b phim
thng mi t Hn Quc du nhp vo vo Vit
Nam nh lc xoy vi dn din vin tr p,
khung cnh lng mng cng vi ni dung nh
nhng gn thc t to cho ngi dn
nhng gi pht th gin thoi mi sau khi lm
vic.
Nm bt c nhu cu gii tr mi ca ngi dn,
vo nm 2002, Th Tng Chnh Ph mi cho
php t nhn c sn xut v ph bin phim.
Tc th hng lot cc hng phim t nhn cho i,
v cng hng lot phim th trng ra l, gy ting
vang nht nh i vi ngi dn: u tin l phim
Gi nhy ( hng phim Gii phng ), L lem h
ph, hng phim Thin Ngn vi Nhng c gi
chn di( ot gii Bng Sen bc ti lin hoan
phim Vit Nam ln 14),hng phim Phc Sang vi
Khi n ng c bu", gn y li c "Hai trong
mt", " mn", "hn Trng Ba da hng tht".
ko c khn gi n rp, c doanh thu
hng t ng, cc nh u t khng ngi b tin
lng x b phim th trng ca mnh, v k thut
qung b c th ni ngy cng bi bn vi nhng
hoch nh ht sc vng vng, lm cho phim th
trng ngy cng c sc sng v thm nhiu
gng mt mi.
Mt trong nhng yu t gip phim th trng thu
ht s ch t khn gi l khai thc nhng vn
ng vi yu cu thi s, nh vo tr t m ca
d lun, ti nng bng hay gn gi i sng,
chng hn khai thc nhng mt tri ca th gii
ngi mu Nhng c gi chn di", khai thc
nhng chi tit ca nhng cave n m trong Gi
nhy, th gii nhng ngi ng tnh vi 2 trong
1, "L Lem h ph"Bn cnh l s dng hnh
nh nhng din vin, ngi mu, thm ch nhng
ca s tr p ng phim (thm ch khai thc vic
nh kho thn ca cc ngi mu din vin b
tung ln mng nh trong Ch chung reo ri
bn, mn).
Trong dng phim th trng, mi b phim thc s
c xem nh mt sn phm thng mi vi yu
cu n lc thu ht ngi mua. Xem ra ngi ta
c hn mt chin lc marketing tng lc v bi
bn cho mi b phim, m ng sau l c mt cng
ty qung co chuyn nghip.
Trc ngy cng chiu vi thng ngi ta thy
poster, banner treo y ng, phim ny th qung
co m trn bo, phim kia th pht t ri rm r.

Bo ch l mt cung c rt hu hiu li cun s

ch ca ngi xem. Chnh v th nhng ngi
lm phim t ra bit cch tn dng bo ch lm cng
c PR min ph. Cch ngy bm my c thng
tri, o din v ekip lm phim tung ra ngoi
nhng thng tin v b phim v lun lun theo kiu
nh git, p p m m.
Khng ch c vy, h cn t chc cc cuc thi kiu
bt gi in nh (phimcng ngh lng x), thi
thit k poster( phim Nhng c gi chn di), thi
lm tr l o din (1735km) c thc hin
kh bi bn.
Thnh thong ngi i din c tnh l ra mt
cht b mt v tc phm, kiu thng tin mt chiu
khin tr t m ca khn gi cng thm c dp
"ng y". i din cho kiu lng x thnh cng
l phim nha Nhng c gi chn di, cho n
ngy cng chiu ni dung v cc c gi ng phim
vn c gi kn nh bng, ch c mt cu duy
nht: "Ti khng c nh xi tung th gii ngi
mu!
Hu nh phim no cng c mt trang web ring
dn tnh c th truy cp v theo di tng ng i
nc bc ca b phim.
Th nhng, gy t m nht vn l ta phim th
trng. Nhng ci tn phim, a s, gy nhiu
tranh ci nh mn, Hn trng Ba da hng
tht,Gi nhy, v mt s phim nh1735km,
Nhng c gi chn di, "N tng cp"tt c
u c im chung l mun gy n tng trc
ngi dn tha h tng tng, ri t m ko nhau
i xem.
Tuy nhin cho
d
c
marketing cch
my nhng ni
dung
khng
thu ht th
khn gi vn
3 din vin Minh Th, Quang
ty chay, in
Dng v M Duyn trong "L Lem
hnh
l
h ph"
1735km( ca
hng K ng) cng marketing kh bi bn
nhng li b thua l nng.
Mt iu c th thy r l hay c nhng qung co
ca cc nh ti tr c o din lng ghp mt
cch gng p vo th loi phim ny . Xin k ra
vi v d tham kho: M Duyn trong Gi nhy
ku ln Samsung mt cch v ngha, Quang
Dng th rt snh iu vi xe Suzuki Viva, cn

5- 4 - 2006

Bn tin MarPro s 2
trong N tng cp hai c du th du thc xinh
p cht t i chai nc Aquafina.
C nhn nh cho rng phim ngh thut hay phim
th trng th u l phim v vi mc ch l ko
khn gi n rp v nhng cng ngh marketing
nh trn ng vai tr rt ln trong vic ko

Trang 3
khn gi n rp. Nu vy th, bn cnh vic ci
thin ni dung, cht lng phim, ti sao khng v
mt in nh Vit Nam mnh m m pht huy
tip? n y nh ch xem cng ngh marketing
liu c gip in nh Vit Nam t thnh tu no
c tnh cht bt ph hn na khng.
BNH M & BNH TT

Tai nguyen marketing :

Cung chia se cac thuat ng ve marketing

hong g thu v bang viec oc mot cuon sach tieng Anh ve marketing ma cuon sach nay lai la sach quy cha co ban tieng

Viet tren th trng, hoac co c hoi vao cac dien an marketing cua dan trong nghanh e trao oi tranh luan m mang kien
thc thc te. Nhng khi ung phai cac thuat ng chuyen nghanh th khong biet cau vien ai ay, t ien cung khonmg giup
c nhieu cho ban v no khong bao ham tat ca cac thuat ng marketing ( marketing glossary) trong o. Tin vui cho ban
ay, t so nay tr i ban tin MarPro se danh rieng mot goc e ang tai cac thuat ng ve marketing. Hay cung MarPro
lam quen vi cac thuat ng va m mang kien thc qua nhng trang sach tieng Anh khong dung hang Viet Nam ban
nhe. Nao, xin gii thieu nhng thuat ng au tien:
Above the line: thut ng dng ch cc hnh thc qung co phi tr tin v phi c hoa hng cho i
l qung co. Cc phng tin chnh l TV, radio, bo tp ch v internet.
Acceptable price range: hn mc gi c c th chp nhn c - nu bn di gi ny ngi mua s
lng l v e s hng dm nhng nu cao hn th li ch mong i t sn phm s khng tng xn vi
ci gi ngi tiu dng phi tr.
Access barriers: cc ro cn thm nhp (th trng) - cc nhn t nh thu m v cc quy nh lut php
ngn tr doanh nghip vi khch hng tim nng lm thu nh quy m th trng
Accesibility: c th tip cn c - mt trong bn nhn t gip phn khc th trng hiu qu (bn cnh
measurability, substantiality, actionability). Nhn t accesibility mun lu rng nhm khch hng m
doanh nghip la chn phi c th tip cn n phc v c.
Account executive/ account manager: nhng ngi chu trch nhim qun l thng tin v giao dch ca
mt hoc mt nhm khch hng.
Accontant''marketing: thut ng thng dng ch phng cch marketing cao nhng mc tiu
ngn hn m xem nh s pht trin lu di v bn vng.
Action Plan /Action Program : k hoch hnh ng - mt k hoch cho thy nhng cng vic
marketingchnh yu no cn c gim st v trin khai, thi gian thc hin
Actionability : kh thi -mt trong bn nhn t gip phn khc th trng phn khc th trng hiu qu
(bn cnh measurability, substantiality, actionability). Nhn t accesibility
mun lu rng nhm khch hng m doanh nghip la chn phi c th
tip cn n phc v c.
Active Listening: nghe mt cch ch ng - lng nghe kin ca khch
hng, bao gm c yu cu phn tch nh gi trong qu trnh nghe i vi
nhn vin kinh doanh bn hng.
Actual Product: sn phm c th - phn hin thc ca sn phm
Ad Hoc Marketing Research: Nghin cu nhng tnh hung c th trong
marketing
Adaptive Selling: Chin thut bn hng kiu thch nghi - i hi ngi bn
phi ho nhp li sng ca mnh vi khch hng ti a ho hiu qu hot ng
Added Value : gi tr cng thm
Administered Prices: gi ca nh qun tr - gi nh hng vo chi ph theo quan im ca doanh
nghip m khng cn xem xt n cm nhn ca khch hng.
Administered Vertical Marketing System: H thng marketing theo chiu dc - cch thc t chc h
thng phn phi m theo dng sn phm t nh sn xut n ngi tiu th cui cng thng qua mt
h thng thng nht. N khc vi h thng marketing ngang l do 2 hay nhiu cng ty cng hp lc
khai thc cc kh nng marketing ang m ra.

5- 4 - 2006

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Bn tin MarPro s 2
VONG QUAY MARKETING:

KOTEX v Diana

MOT CUOC OI AU THAM LANG

Nu nh lc trc c n gi n cm ngi
ta em ci th t nh y ra qung co l nh
nh than th rm tri th by gi mi ngi, k
c cc ng my ru li t ra m qung co ca
Kotex, Diana mi cht!!!
iu ny cng d gii thch, bi v Kotex hm
bt ci s v duyn ca mnh xung v qung
co ca Diana cng nhm chn hn. Vic theo
di chin lc marketing gia hai i gia ny xem
ra cng em li nhiu iu ng hc hi cho chng
ta, nhng chuyn gia marketing tng lai.
Nh ta bit, Diana l BVS ca Vit Nam sn
xut vi cng ngh ca , xm nhp th trng
u tin lc m trn th trng ch c mt s sn
phm BVS ca Trung Quc v hng Vit Nam,
cht lng cng thuc loi tm tm. Diana c
cng em th nhy cm y qung co trn truyn
hnh lm cho dn tnh phi "quen dn". Th trng
BVS ch thc s ho hng khi Kotex ca Kimberly
- Clark nhp cuc. Kotex lm mt cuc t ph
rt ngon mc vi kiu qung co di bom lin tc.
C n "thi im vng" (tm 7-8h) cc spot
qung co ca Kotex xut hin dy c, c
qung co ra r vi hnh nh nhng c gi n o
kh coi. K ra ai cng d ng vi cch qung co
m h cho l th thin km t nh y nhng cui
cng Kotex cng t c mc ch ca mnh l
lm cho thng hiu Kotex i su vo tm tr
ngi tiu dng.
Thi gian sau Kotex lin tc c nhng bc
tin di vi chng trnh marketing rt bi bn:
qung co lin tc trn truyn hnh, t chc cc
bui ca nhc, giao lu dnh cho gii tr, khuyn
mi, tng qu lin min. Qua Kotex t nh v
mnh l mt thng hiu dnh ring cho tui tr
nng ng.
Nm 2003 Kotex cho ra mt trn th trng sn
phm Kotex x - tin. Qua h xy dng rt
thnh cng tnh cch cho thng hiu ca mnh:
l tnh hin i, nng ng, say m khng nh
mnh v kht khao thnh cng - nhng tnh cch
c trng ca tui teen. Chnh v th n gii tr
hn hoan n nhn v sn phm bn rt chy.
Nm 2004 sn phm Kotex Pro ra i nh du
mt cuc t ph mi. Sn phm ny nm n i
tng l n cng chc vn phng v bt c ai
m c c c "ng cp chuyn nghip, ng
cp Pro". Kotex ln na thng ln trn th trng.

Bn cnh chin dch marketing rm r ca Kotex

th Diana xem ra c v trm lng hn. Vn d
Diana thm nhp th trng nh hng vo
khch hng mc tiu l gii cng chc - nhng
ngi c thu nhp
tng i. iu ny
d hiu v cch y
vi nm khi m thu
nhp ca ngi dn
cn kh hn ch th
khng phi ai cng
sn sng chi tin cho
nhng th m i vi
h cn kh xa x.
T n nay Diana
xem ra cng khng c nhiu thay i, t cch nh
v cho n chin lc truyn thng c ng. Diana
trong mt ngi tiu dng kh kh khan km hp
dn. Qung co ca Diana kh t nh v n iu
vi tit tu chm, thiu sng to. Vic Diana ti tr
cho qu hc bng n sinh Vit Nam cng gi ln
hnh nh mt c gi nh lnh chm ngoan v
nghim ngh trong khi Kotex li thin v ti tr cc
hot ng gii tr ca gii tr. Xem ra th s khc
bit ny cng nh Coca mu v Pepsi mu
xanh vy. Nhng s khc bit c l s khng
duy tr lu na (nguyn nhn nh th no th s
c xem xt di y).
Hin nay th Kotex ang tm thi chim phn
thng trn th trng nhng trong tng lai th th
no? Chng ta hy th phn tch s qua chin
lc marketing - mix hin nay ca h. Nhn chung
mi thng hiu u c im mnh ring ca
mnh, Diana c thun li l ngi dn u nhng
Kotex li thng th nh chin lc branding ( xy
dng thng hiu) c o.
Xt v kha cnh sn phm hai bn gn nh
ngang nhau. Cht lng ca Diana theo nh gi
ca nhiu ngi tiu dng th c phn vt tri
hn Kotex song bao b ca Kotex bt mt hn.
Ni v chng loi sn phm th Kotex a dng
hn Diana.
Xt v chin lc gi, Diana c bn vi gi
nhnh hn Kotex nhng s khc bit ny khng
ln lm v khng c nhiu th bn y.
V chin lc phn phi, xem ra h thng phn
phi ca Kotex tt hn, chng ta d dng mua sn
phmKotex ti bt k tim tp ho ln nh no.
Trong siu th th gian hng ca Kotex bt mt v
d tm hn ca Diana ( chc chn h phi c mt
khon discount cho siu th ri).
5- 4 - 2006

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Bn tin MarPro s 2
V chin lc xc tin, Kotex t ra chuyn nghip
hn. H khng t lm mi vic nh phng
marketing ca Diana m thu agency lm tht bi
bn. Cc chng trnh khuyn mi ca Kotex hp
dn hn Diana: tng km v xem ca nhc, tham
d CLB Kotex bn ng hnh, th vng thnh
vin, n ngy sinh nht, khch hng thn thit
ca Kotex cn c nhn qu tng na. Qung
coca Kotex trn TV th r rng rt n tng,
chin dch PR cng c y mnh vi vic t
chc cc s kin, hot ng ti tr, quan h bo
i cng kh tt. Tuy nhin thi gian gn y
Kotex vng bng trn truyn hnh, ch thy t
chc mt vi s kin v t chc qung co,
khuyn mi ti siu th. C l h aqng tit gim
dn ngn sch qung co khi v tr ca mnh
c khng nh trn th trng.
Diana th ngc li. Dng nh h git mnh
nhn li nn gn y n lc tr ho mnh
ginh ly phn khc th trng rng ln m Kotex
ang nm, l la tui thanh thiu nin. Cch
thc qung co ca h bc l s chuyn nghip
v sinh ng hn. cc spot qung co nh "pretty
woman in the street", "Diana4teen" rt ti tr
sng ng, cch tip cn rt thn thin v gn gi
vi khch hng tim nng. Cc hot ng khuyn
mi, pht hng mu cng c y mnh.
Xem ra cuc ua vn cha n hi ng ng. Ai
thng , ai thua thi gian s tr li chnh xc. Tuy
nhin theo quan im ring ca ngi vit, vic
Diana ti nh v mnh cha hn l gii php hay.
Khi m hnh nh tr trung, si ni ca Kotex n
su vo tm tr khch hng mc tiu, Diana chc
chn s phi u t rt nhiu cho chin lc ti
nh v. Vic ny s ngn mt khon ngn sch
khng l, trnh t gnh gia ng th h cn
phi gng nhiu lm. Thc t cho thy vic ti nh
v nu khng c lm n ni n chn s d
gy ln ln trong tm tr ngi tiu dng, to mt
n tng khng nht qun v sn phm. Thm
vo nu Diana thnh cng vi sn phm
Diana4teen th ho ra s khc bit gia Kotex v
Diana cng khng cn na v c hai u c nhng
cch nh v na n nhau.
Thay v c cng theo ui phn khc tui teen
vut mt, ti sao Diana khng tp trung khai
thc n tng ca khch hng i vi mnh v mt
ph n im tnh, chn chn nhng theo mt cch
th hin hp dn hn, u nht thit c phi t ra
nh nh mi gy c s ch ? Mc d sn
phm KotexPro rt thnh cng nhng vic
Diana tp trung vo im mnh ca mnh vn
mt thi gian v cng sc hn l ginh ly mt
phn khc cha bao gi thc s thuc v mnh.
Tm li, trong tnh hnh cc loi BVS ang cnh
tranh gay gt v cht lung cc sn phm l
ngang nhau th ai ginh c nhiu tnh cm ca
khch hng ngi s chin thng. Hy ch i
xem Diana lm mi mnh c thnh cng khng v

nhng n lc gi vng th phn ca Kotex liu c

em li hiu qu nh mong mun.

BNH BO
Tin tc Margroup

Margroup ng t chc cuc thi Tp

lm gim c marketing

Tun qua Margroup k vi tp ch Marketing

bin bn hp tc t chc cuc thi "Tp lm gim c
marketing". Theo bin bn ny, Margroup cng vi
tp ch Marketing chnh thc l n v t chc cuc
thi vi quyn li v trch nhim ngang nhau. y l
cuc thi c quy m rng ln dnh cho tt c nhng
ai yu thch v mong mun tm hiu v marketing,
c t chc lm 3 vng, khi vo vng chung kt th
sinh s c thc hnh lm vic ngay ti doanh
nghip nh mt chuyn gia marketing thc th.
Cuc thi khi ng vo thng 3 v chnh thc bt
u vo thng 4 ny, vi s tham gia c vn v
chm bi ca nhng chuyn gia u nghnh v
marketing. y ha hn s l mt sn chi v cng
b ch v hp dn dnh cho nhng ai yu thch lnh
vc th v ny.
Cc bn sinh vin mun tham d c th xem thng
tin v th l v ni dung cuc thi trn tp ch
Marketing
hoc
website
Margroup
http://www.margroup.org (website c quyn ng
ti ton b ni dung cuc thi). Bi d thi cc bn c
th gi trc tip n: Nhm Margroup, khoa Thng
mi du lch -54 Nguyn Vn Th, Q1 hoc a ch
mail: Re_Ad.team@yahoo.com.vn. N

GHI NHN T Hi THO " NG SAU

PHIM QUNG CO"

Vi mc tiu em li kin thc thit thc v b

ch cho cc bn sinh vin, sng ch nht ngy
19/3 va qua ti e104, khoa thng mi du lch
Margroup t chc hi tho " ng sau phim
qung co" vi s tham gia ca bo co vin l
ng Nguyn Nam Trung - gim c cng ty qung
co sng to Storm Eye.
Gn 200 sinh vin n tham d bui hi tho.
Ti y, ng Nguyn Nam Trung cp n
vai tr ca phim qung co (TVC) i vi hot
ng marketing, trnh by cc giai on sn
xut mt b phim qung co v im qua nhng
xu hng mi v lm phim qung co trn th
gii.
S ho hng ca nhng ngi tham gia hi tho
cho thy Margroup rt bit chn nhng ti
"nng" thu ht s quan tm ca ng o sinh
vin. c bit chng trnh ny nm trong s-ri
hi tho v marketing c nhm Margroupt
chc u n hng thng. y cng l hot ng
nhm khng nh s cam kt l cu ni gia
doanh nghip v sinh vin ca Margroup.N

5- 4 - 2006

Trang 6

Bn tin MarPro s 2
Marketing thc hanh:

Viet CV theo phong cach MARKETER

"Ti sao khng bin bn CV ca bn thnh mt cng c marketing hu hiu cho chnh bn thn
bn?" l gi ca b tin s Laura Lake trng i hc New Hampshire.
Trong bi vit ca mnh b Lake ch ra nhng sai lm thng gp
phi ca ng vin khi np mt b h s xin vic cho mt v tr trong
nghnh marketing. Sai lm thng thy nht l s thiu sng to,
chy theo nhng khun so c sn cho nn khng lm nh tuyn
dng ch n mnh.
Bn cn bit rng cc nh tuyn dng qu tha kinh nghim nhn
bit bn CV no c copy t cun sch no, cho nn yu t tin
quyt vt qua i s tuyn ny chnh l s sng to v khc bit.
V bn l mt marketer tng lai, bn cng phi bit cch sng to, khc bit ni bt trong hng
trm, hng ngn b h s ca cc i th cnh tranh khc, v cn v mt nh marketing m khng bit
cch marketing v bn thn mnh l d ri!
Ni nh th khng c ngha l to ra mt c shock cho nh tuyn dng bng mt tr k quc no u
nha bn, hy khc bit ho theo kiu ca mnh - kiu marketing.
V by gi hy cng b Lake vch ra mt phng hng marketing chnh bn thn bn cho "khch
hng mc tiu" l cc nh tuyn dng.
Hy ly ra mt cy vit v tr li ngay nhng cu hi sau. Ch l ng b thi gian m phn tch k
lng cu hi, hy ghi ngay nhng tng lo ln trong u bn. Vic kim tra v iu chnh li bn vn
c th lm sau kia m. No, bn ly bt ra cha, chng ta bt u nh!
Bc 1: Mc tiu ngh nghip ca bn l g?
Hy lit k ra giy nhng tng v mc tiu cng vic. Bn lm cng vic ny
lm g? Bn c d nh g trong 5 hay 10 nm ti?
Bc 2: Yu cu t ra i vi cng vic ny nh th no? Liu bn p ng
c ti u?
Bc ny gip bn xem xt nng lc ca mnh, hy c gng lit k nhng nng lc v kinh nghim c
bit lm bn khc bit so vi nhng ngi khc.
Bc 3: Ai l khn gi mc tiu ca bn?
Ai l ngi bn nhm n khi vit b h s xin vic ny? Hy lp danh sch cc nh tuyn dng bn
nhm n, v nhp tm rng thng ip ca bn phi c thit k ph hp vi "khn gi" . Chng
hn bn np n vo mt v tr v marketing hn nhin bn phi lm cho ngi ta thy kh nng sng
to cng ti giao t ca bn.
Bc 4: Xy dng chin lc "bn hng "ca ring bn
Bn lit k nhng mc tiu cng vic ca mnh, nng lc yu cu v bit c khn gi mc tiu ca
mnh l ai. Cn ch g na m khng pht trin mt chin lc " bn hng" cho mnh? Hy lng ghp
nhng yu t trn vo CV ca bn, v dng mt ngn ng mang mu sc marketing din t. Nhng
cng ng c n qu nha bn ,ci ta cn l pht hin v nhn mnh cc im mnh ca mnh, ch
khng phi t khuch trng mnh ln nh mt siu nhn . Ri thnh cng s sm thuc v bn, v
phi cm n chng ti nh.
BNH TRUNG THU lc dch
( theo marketingtoday.com)

5- 4 - 2006

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Bn tin MarPro s 2
VNG QUAY MARKETING:

PR sc kho xu hng mi trong kinh

doanh dc phm
Ngy nay dc phm c tuyn truyn c ng rng ri
trn truyn hnh. Cng nghip dc phm ton cu-ngnh m
doanh thu nhiu hn 364 t USD vo nm 2001 - l phn th
trng chng khon mang li nhiu li nhun nht th gii.

Theo IMS Health, chuyn gia hng u v phn tch th trng

cng nghip thuc ,th mt na lng thuc trn th gii c a
i tiu th ch ring trn nc M, cn chu u v
Nht Bn chim khong 37 % phn cn li. Nhng m tht s trong
mi quan h , cng tc PR,marketing v qun tr tiu th mt
lng ngn sch gp hai ln lng c chi cho nghin cu v
pht trin. Trong sut nm 2000, hn 13.2 t USD c chi cho cng tc marketing dc phm ch
ring nc M. Dn u trong bng tng sp cc cng ty PR chm sc sc kho ti M l
Edelman,Ruder Finn ,Chandler Chicco Agency v Medical Acition Communication, Shire Health
Group,Meditech Media.
Anh , gio dc y hc c bao gm vic ti tr m rng cho nhng lnh o d lun, chng hn nh
cc bc s. Cc chin dch tng cng s nhn thc v bnh tt , hoc l tng cng s ng h sn
phm thuc gp phn to ra thm nhiu bnh nhn mi.
Cc ngun doanh thu bo b khc cho cc cng ty PR sc kho cn bao gm t chc s kin nh hi
tho ra mt cc sn phm thuc. Cc cng ty PR ny thu cc chuyn gia v dc hc cng b cc kt
qu nghin cu.Cc cng ty PR cng thng m nhn c chin lc vn ng hnh lang nh vic
phn i nhng qui nh hn ch v vic gy nh hng trc tip khch hng thng qua qung co
quy nh ny gn y c M v Newzealand thng qua. Thuc by gi c PR bn theo cng
mt kiu nh bn nhng sn phm kem nh rng vy
Theo Bob Chandler v Gianfrannco Chicco nhng cu thnh vin ca cng tyPR Burson Masteller th
cha kha xc tin vic kinh doanh cc sn phm v thuc l to ra mt ln sng d lun. Nm 1997
Chandler v Chicco hp li thnh lp i CCA. Ny. By gi n tr thnh cng ty c nhng
vn phng kiu hnh New York v London v c xp hng top trong cc cng ty PR chm sc sc
khe.
Vi nhiu kinh nghim trong vic to ra ln sng d lun, CCA pht ng chin dch 1 t USD mt
nm cho loi thuc tr chng bt lc l Viagra ca Pfizens v thuc tr vim khp Celebrex cho
Pharmacia v Pfizer, nm ri doanh thu l 3.1 t USD.
Trong mt bi bo trn t tp ch thng mi Pharma voice, Chandler vChicco gii thch rng ln
sng d lun c v xut hin mt cch t pht, nhng tht ra n cn phi c qun l mt cch khoa
hc v cht ch em n thun li cho cc cng ty chuyn v chm sc sc kho.
H gii thch mt trong nhng l do Viagra thnh cng l s nhy bn ca Pfizer v ch n hp l trong
vic khuyn khch nhng khch hng tim nng ni chuyn mt cch thoi mi hn v chng bnh bt
lc. to ra s nhn thc v hi chng ny h phi thu nhng siu sao v nhng quan chc cng
ng ni chuyn vi cng chng v hi chng ri lon chc nng cng dng- (thut ng ny
c ngi ta a thch dng hn so vi t bt lc) .
Vic lan rng ca ln sng d ln qua phng tin truyn thng dn dn s loi thi nhng iu cm k
khi cp n chng bt lc. M h mi cu ph tng thng Bob Pole chng thc sn phm
ny, bin Viagra tr thnh thnh cng vt bt ca cng ngh PR sc khe.Trong chin dch PR
ny,h cn mi c Pele - mt huyn thoi bng ca Brazin tham gia, vi li pht biu Ri lon chc
nng cng dng l mt bnh l thng gp, nhng hin nay n c th c iu tr thnh cng,
Chnh v vy ngi ngn g na, ngay hm nay hy trao i vi bc s ca bn v vn ny.
BNH BAO (lc dch)
Theo marketing today.com

5- 4 - 2006

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Bn tin MarPro s 2
Nhng con "mar" dzui dze:
Ngy xa ngy xa c nhng con ma chuyn i do dm v quy ph ngi khc,
ai cng khng a chng. Ngy ny ngy nay trng H Kinh T cng c nhng
con "mar" nhng l loi mar d thng chuyn gip ch cho mi ngi v c bit
cc k dzui dz

Sinh nghe t nghiep

C chng kia vn lm ngh copywriter (vit qung co) nn n ni khoa trng, lm g cng t v, thi
phng cho hay cho tt.Chng may b tai nn ang ch phn xt c ln thin ng hay a y a
ngc.Khng hiu tn th no m li c thnh Peter ch cho hai ci ca: s mt v hai ty la
chn.Quen thi anh chng bn ngh ng thnh cho xem th. thnh Peter bn ng v truyn m
ca th nht.Ngi ngi mc trng tot thanh tao i li khoan thai ni nng nh nh
-

Thin ng y con - Thnh Peter gii thch

Cng c nhng bun t - hn thm ngh.

Nh c c tm trng ngi li truyn m c th hai a ngc hin ra vi cnh nhng ngi n ng

nhy ma cng nhng c gi xinh p gi cm trn bi bin di y nng,
ru ngon v tri cy trn ngp.
Th ny th sung sng qu - chng ta thm nh v xin thnh
cho vo ca th hai ny.
Ok, thch th chiu! - Thnh Peter bng tay
Tc th chng ta ri ngay vo ci vc du nng si sng sc.Hai bn l hai
tn u tru vi xing xch long xong ch gii hn i tra kho.Hong s
chng ta bn ln ting thc mc vi thnh Peter. Lc y ng thnh mi im
nhin ti ci:
- ! Ch l qung co thi con .
BNH T (st)

Tranhvuicu
a Ba
nhBe
o

TUYN NHN S XY DNG BN TIN MARPRO

Bn tin MarPro pht trin bi b phn Re_Ad, nhm Margroup. Bn tin hng n i tng l sinh vin
yu thch m mun tm hiu v marketing. phc v cho vic pht trin bn tin MarPro, chng ti cn
tuyn cc cng tc vin cho v tr bin tp vin v phng vin.
Ch cn bn nng ng, t tin, yu thch lnh vic marketing v c kh nng vit lch, bn c th gia
nhp i ng ca chng ti. y l mt hot ng hon ton phi li nhun song nhng kinh nghim m
bn hc hi c l v gi, n s gip ch cho tng lai bn rt nhiu.
Hy lin h vi chng ti ngay hm nay qua:
Vng Quc Bo
Ph trch i ngoi in thoi: 0955022740 Email: Re_Ad.team@yahoo.com.vn

5- 4 - 2006