TNG QUAN V MARKETING

MBA. NGUYN THANH KHIT

EMAIL: MBA.NGUYENTHANHKHIET@GMAIL.COM
WHO AM I?
NHNG KHI NIM CN BIT
 MARKETING L G?

Marketing l mt h thng tng th cc hot ng ca t chc

c thit k nhm hoch nh, t gi, xc tin v phn
phi cc sn phm, dch v, tng p ng nhu cu
ca th trng mc tiu v t c cc mc tiu ca t
chc (theo Hip hi Marketing M - AMA)
Ni ring, nu t chc thc hin Marketing l doanh nghip,
chng ta c th tham kho mt nh ngha Marketing tiu biu
sau y:
Marketing l qu trnh qun l ca doanh nghip nhm pht
hin ra nhu cu ca khch hng v p ng cc nhu cu
mt cch c hiu qu hn so vi cc i th cnh tranh.
 NHU CU, MONG MUN V YU CU

Cn phn bit r cc khi nim nhu cu, mong mun v yu cu.

Nhu cu ca con ngi l mt trng thi cm gic thiu ht mt s tho mn c bn
no . Ngi ta cn c thc n, qun o, ni , s an ton, ca ci, s qu trng v mt
vi th khc na tn ti. Nhng nhu cu ny khng phi do x hi hay nhng ngi lm
marketing to ra. Chng tn ti nh mt b phn cu thnh c th con ngi v nhn
thn con ngi.
Mong mun l s ao c c c nhng th c th tho mn nhng nhu cu su xa
hn . V d: mt ngi c nhu cu thc ung v mong mun c mn tr sa hoc con
cp, c nhu cu v qun o v mong mun c b Cholon hoc Zara, c nhu cu v s
hp dn v mong mun c vng ngc 90 hoc vng eo 56
Mc d nhu cu ca con ngi th t, nhng mong mun th nhiu.
 NHU CU, MONG MUN V YU CU

Yu cu l mong mun c c nhng sn phm c th c hu thun ca kh nng v

thi sn sng mua chng. Mong mun tr thnh yu cu khi c sc mua h tr.
Nhiu ngi mong mun c mt chic oto i ng khi nng ma, ht bi, nhng ch c
mt s t ngi c kh nng v sn sng mua n. V th doanh nghip khng nhng phi
nh lng xem c bao nhiu ngi mong mun c sn phm ca mnh, m iu quan trng
hn l phi nh lng xem c bao nhiu ngi thc s sn sng v c kh nng mua n.
Nhng ngi lm marketing khng to ra nhu cu, nhu cu tn ti trc khi c nhng
ngi lm marketing.
Cng vi nhng yu t nh hng khc trong x hi, nhng ngi lm marketing c tc
ng n nhng mong mun.
H tc ng n yu cu bng cch lm ra sn phm thch hp, hp dn, va ti tin
v d kim cho nhng ngi tiu dng mc tiu.
 SN PHM

Ngi ta tho mn nhng nhu cu v mong mun ca mnh bng hng ho v dch v.
Thut ng sn phm y c hiu l c hng ho ln dch v. ngha quan trng ca sn
phm vt cht bt ngun khng phi t vic s hu chng, m chnh l t vic c c
nhng dch v m chng em li. Ta mua mt chic xe khng phi ngm nhn n m v n
cung ng vn chuyn. Ta mua mt ci bp khng phi chim ngng m v n m bo
dch v nu nng. V vy cc sn phm vt cht thc s l nhng phng tin m bo
phc v chng ta.

Thc ra th dch v cn do nhng yu t khc m bo, nh con ngi, a im, cc hot

ng, t chc v tng. Nu ta cm thy bun th ta c th n mt cu lc b hi kch
xem mt din vin hi biu din, gia nhp cu lc b c thn (t chc) hay chp nhn trit
l sng khc nhau ( tng). V th ta s s dng thut ng sn phm m ch sn phm
vt cht, sn phm dch v v nhng phng tin khc c kh nng tho mn mt mong
mun hay mt nhu cu.
 TH TRNG

Th trng bao gm tt c cc khch hng hin ti v tim n cng c mt nhu cu

hay mong mun c th, sn sng v c kh nng tham gia trao i tha mn nhu cu
hay mong mun . Nh vy quy m ca th trng ph thuc vo mt s ngi c nhu cu
v c nhng ti nguyn c ngi khc quan tm, v sn sng em li nhng ti nguyn
i ly ci m h mong mun.
Cc nh kinh t s dng thut ng th trng ch mt tp th nhng ngi mua v ngi
bn giao dch vi nhau v mt sn phm hay mt lp sn phm c th, nh th trng nh
t, th trng ng ccTuy nhin, nhng ngi lm marketing li coi ngi bn hp thnh
ngnh sn xut, coi ngi mua hp thnh th trng.
 HC MARKETING QUA CHUYN VUI

Vo mt bui sng p tri, Mr.Bean ang i do th gp mt c em tht xinh, th l Mr.Bean

n gn ni 1 cch t ho vi c y l: Cho em, anh l s 1 trn ging y! chnh
l Marketing trc tip Direct marketing, gin d nhng truyn ti ng thng ip.
Nu nh trng c b xinh xn y c v bn, th Mr.Bean s xin c y s in thoi. n m,
Mr.Bean s gi cho c y v ni: Cho em, anh l ngi bui sng y em , th em c bit
anh l s 1 trn ging cha nh? chnh l Marketing qua in thoi Tele
Marketing, rm r hiu qu lc c lc ko.
 HC MARKETING QUA CHUYN VUI

Cn nu nh Mr.Bean gp c b xinh xn trong 1 bui sng ch nht p tri th sao nh?

cng kh n gin, mi c b do ph, n tra nh v tr chuyn, c th kt hp chp
cho c y 1 vi bc hnh tht p v tt nhin khi bn sa tc cho c y Mr.Bean s ni:
nhn tin anh cng ni tht vi em, anh l s 1 trn ging y chnh l Quan h
cng chng Public Relations. Ti rt thch cch ny, nh nhng ty bin cao c th
cha t c hiu qu mong mun nhng cng vui v.
V tt nhin l cc tnh hung bn ch ng, cn nu bn ch cn bc ra ng mt
cch t tin, c b xinh xn y nhn thy v chy ngay li vi v mt ngc nhin: em bit
ri, anh chnh l s 1 trn ging ng khng? :)) khng cn g tuyt vi hn chnh
l Thng hiu Brand Recognition. Tuy nhin cch ny khng phi ai cng lm c.
Nhng th trn l trong trng hp bn i 1 mnh v thch c y, cn khi i vi thng bn
thn, v thng y rt thch c b th Mr.Bean c th bc li gn ch vo thng bn thn v
ni 1 cch t ho Em , em c bit l anh bn ca anh gn nh l s 1 trn ging khng?
chnh l Qung co Advertising.
 HC MARKETING QUA CHUYN VUI

Mr.Bean c th vo trc leo ln nc trng vc theo 1 ci loa v ht ln Cc em i, anh l

s 1 trn ging!!! , bo m ko ch cc em m cc anh cng phi ngoi nhn chnh
l Truyn thng i chng Mass Communication , cch ny bn c th tip th c
c hnh thc qu tng na c y!
Tuy nhin nh p dng cn thn v ng bn cht nh v khi m thng bn thn ca
Mr.Bean n m nht qu, th Mr.Bean s phi mi c y li ni chuyn chung vi c bn, gii
thiu thng bn ri sau xi 2 ngi ny dt nhau v nh chnh l Bn hng Sale
Representative, gii quyt c trit vn cn thit nht, nhng i khi cng mt mi
v mt th gian lm l chuyn hin ti, cn sau khi 2 ngi dt nhau v nh, sng hm
sau c y gi v bo em rng Anh la em,anh y km qu anh , khng th no tin c!
:">, y l tnh hung bun nht v Mr.Bean phi ch thn n nh c y v x l nt
chnh l Ch hu mi After Sales Service, nu lm tt phn ny l s c lng tin
lm y.
 HC MARKETING QUA CHUYN VUI

1 c gi bc vo qun bia vi c o khot su, chic qun jeans

c chic cp tha nh li nhn v tr su n 15 phn.

Hai tay hai in thoi di ng c bc vo qun trc nhng con

mt sng s y ngng m ca cnh n ng bn trong. H
quan st c khng chp mt v khng b st hnh ng no ca
c.

Nh khng quan tm n nhng ngi xung quanh c ln lt rt

tng ci in thoi v x ra hng trng xng xong nhng cu
ngoi ng bi, ri li i ting ta chm nhiu t lng. Mt lt sau
hai c gi khc n mc to bo khng km, tc nhum xanh
tm vng xut hin, sau vi ngm c ph h ko nhau ln t ci
hinh hc v lt i. Chic bin s xe c hai ch LD.
HC MARKETING QUA CHUYN VUI

Lc ny trong qun khng kh mi bng tr li n o, si

ni nh vn c ca n. Cc v khch bt u trao i, bn
tn, nhn xt:
Trng cc c ny nh ngi mu, nhn thch tht y!
i tri, nhn cc em y xong chn hn m v nh!
Va giu c, va xinh p, n ng ai m khng m kia
ch!
Cht mt c y v thm t bung li nhn xt:
Th nht: Xinh v n mc li ht ni tht ra nh vy
chng t cc c ny l con nh thiu s kim sot ca cha
m.
 HC MARKETING QUA CHUYN VUI

Th hai: Trng cc c y rt nhiu tin, n din ngt tri

chng minh mt iu cc c y lm nhng ngh hi ra tin.
Th ba: Lin tc gi in v ni hng trng ngoi ng bi
th hin rng cc c y c u t cht t v ting nc
ngoi v ang ni chuyn vi ngi nc ngoi.
Th t: Cc c y i xe bin LD c ngha l lin doanh, nh
vy kt lun chic xe y mn ca mt ngi ngoi quc
lm cng ty lin doanh.
Th nm: Hai c gi c gi thm n v sau chng t
rng ban u h thiu ngi.
Th su: Cc c gi n sau ci hinh hc khi ln t th
hin rng cc c ny chun b kim c mt hp ng
bo b.
 HC MARKETING QUA CHUYN VUI

C su chi tit trn ti kt lun: Cc c

gi ny l cave cao cp!
Tt c mi ngi trong qun u ln
ngng m s nhn xt xc ng ca
c thm t.
Lm sao c c kh nng quan st tinh
tng n vy?
i do, n gin - C gi p
My a y l nhn vin gi u th
gin do ti qun l. y l cardvisit ca
chng n, xin gi cc anh mi ngi
mt ci.
 HC MARKETING QUA CHUYN VUI

Hy cng im qua 1 s bi hc marketing m chng ta c th lm lt t cu

chuyn vui ny nh!
 HC MARKETING QUA CHUYN VUI

Direct marketing: Marketing trc tip l mt cch thc hin marketing (c th

l sale v advertising) khng qua cc knh thng tin truyn thng nh bo ch,
truyn thanh, truyn hnh, m doanh nghip trc tip tip xc vi khch hng
gii thiu sn phm hoc dch v.
Nh vy, ng ch qun gi u cng 2 c tip vin ca qun thc hin direct
marketing bng cch n thng qun bia, gp cc khch hng ca mnh v gii
thiu dch v th gin. y cng l mt hnh thc kh ph bin v hiu qu,
thng qua cc hnh thc nh cho nhn vin i pht t ri, tip th sn phm, mi
cho hng dng th. Cng ging nh dy hc 1 km 1 th nhanh tin b hn, vic
giao tip trc tip mt i mt gia con ngi vi con ngi s truyn t thng
tin hiu qu hn l qua cc phng tin truyn thng, d cng ngh thng tin c
pht trin n nh th no.
 HC MARKETING QUA CHUYN VUI

Brand Recognition (hay Brand Awareness): Nhn dng thng hiu l kh

nng ca khch hng c th nh li sn phm v thng hiu ca bn khi
h c nhu cu. Nu gi s cu chuyn c thm 1 tnh tit 2 ngi bn tng c
mt ti qun bia v nhn cardvisit t ng ch qun ni chuyn vi nhau nh sau:
A: hm nay tao mun th gin qu my, i u y?
B: My nh 2 con b sexy qun bia hm ba khng? Tao mun c gi u
th gin vi 2 em , cardvisit n.
A: OK ngay. c my.
chnh l Brand Recognition. Nh vy chng ta c th phn bit: Positioning l
mt qu trnh do doanh nghip tin hnh nhm to nn Brand Awareness ni
khch hng tim nng ca h. Hay ni cch khc: Brand Awareness l ci mc
ch cn t c ca Positioning.
 HC MARKETING QUA CHUYN VUI
Potential Customer: Khch hng tim nng l tp hp tt c nhng i
tng khch hng c th c mong mun s hu sn phm hoc dch v ca
bn. Vic xc nh khch hng no l tim nng i khi kh n gin vi 1 s
ngnh ngh, nhng li rt phc tp vi cc ngnh ngh khc, v bn thn mnh
nh gi dch v m ng ch tim gi u th gin trn cung cp c khch
hng tim nng kh r rng v tng i d xc nh, chnh l: N NG.
Nhng c phi ngi n ng no cng cn n dch v ca ng ch qun gi
u tr hnh ny khng, v nhu cu ca mi ngi cho loi dch v ny c ging
nhau khng? Nhng cu hi ny s c gii p bi khi nim tip theo: Market
Segmentation.
 HC MARKETING QUA CHUYN VUI

Market Segmentation: Phn khc th trng l vic chia khch hng vo cc

nhm c th m mi nhm khch hng c chung nhng c tnh, nhm
phc v tt hn cho tng i tng. Tiu ch phn khc th trng rt a dng,
ty theo lnh vc kinh doanh, c im ca sn phm v t duy ca doanh
nghip, nh: da trn nhn khu (v d: gii tnh, tui, thu nhp, v tr a l),
da trn s thch (nghe nhc Pop, Rock, Country, chi game, lt web), v.v
Vy theo bn, trong cu chuyn trn, ng ch qun gi u thanh n phn
mng th trng da trn tiu ch no? Nu cu tr li ca bn l GII TNH,
mnh ngh bn lp li vic xc nh Potential Market ri.
 HC MARKETING QUA CHUYN VUI
Tht ra yu t ny cng khng c trong chuyn k trn, nhng hy t mnh vo
v tr ca ng ch qun gi u, bn s chia mng th trng theo tiu ch no?
Nu l mnh, mnh s chia theo THU NHP.
Nh gii thiu, vic phn khc th trng da trn kh nhiu tiu ch, v 1
trong s l c im ca sn phm. Vi c im ca loi hnh dch v gi u
thanh n (m ai bit c cn c cc dch v km thm hay khng) l gi c
dao ng rt ln ty theo ngi phc v, bn cnh cn thng phi km
theo tin boa, hoa hng.
V th tiu ch c v hp phn khc th trng cho loi hnh dch v ny c l
nn l THU NHP. Tht ra, ty theo t duy ca doanh nghip na m s c thm
nhng cch chia khc nhau.
 HC MARKETING QUA CHUYN VUI
Product Differentiation: l qu trnh nhm to ra s khc bit cho sn
phm/dch v ca bn, so vi nhng sn phm/dch v tng t ca cc i
th cnh tranh. gii c bi ton ny, bn cn t mnh vo v tr khch hng
v t cu hi: V sao ti li phi mua sn phm ca anh thay v ca ngi khc?
S khc bit c th n t: bn thn sn phm (c nhng ci tin, tnh nng ni
bt hn, hnh thc bt mt hn), thng hiu (so snh iPhone vi bPhone xem),
hu mi (bo hnh, khuyn mi), v.v
Trong cu chuyn k trn, ng ch qun gi u to ra s khc bit trong
dch v ca mnh bng nhng hnh nh trc quan, sinh ng, cc c gi c
th hin nh nhng tip vin hng sang v c ng cp. y c th xem nh 1
cch th hin s khc bit trong dch v ca ng (so vi dch v ti cu Th Ngh,
hay dc cc tuyn ng, ph, cng vin vo ban m).
 HC MARKETING QUA CHUYN VUI

Public Relations (PR): l qu trnh to ra cc mi quan h cng chng v qun

l cc knh giao tip, thng tin gia doanh nghip vi khch hng, vi nh u t,
nh cung ng, i th cnh tranh, v.v
Vi vic trc tip n tn qun bia, ngi trong v bnh lun vi khch hng, a
cardvisit, ng ch qun gi u cng c th xem nh ang to ra mi quan h vi
khch hng. Khch hng c th nhn ng nh ngi chung s thch vi h: ngi
trong qun bia, bnh phm ph n. Nghe th kh nc ci, nhng bn c th tng
tng xem nu ng ch qun bia khng ngi nhu sn trong qun, m xut hin trn
xe hi LD trong mt b comle bng ln, cng 2 c Ca-ve khoc tay bc vo phn
pht cardvisit, liu nhng khch hng vi ti tin khng phi l qu ln c dm tm
n dch v hay khng? Hay liu h c dm tin tng dch v hay khng?
Trong khi cch tr chuyn thn mt gn gi vi khch hng nh ng ch qun gi
u lm trn s em li s tin tng v quen thuc, thoi mi n khch hng.
 HC MARKETING QUA CHUYN VUI

V cui cng, Customers' feedback: khng km phn quan trng l vic nhn
li nhng phn hi t khch hng. Vic nhn phn hi khng phi ch sau khi
sn phm n tay khch hng, m cn c th thc hin trc nh khu
test sn phm, hoc cho mi dng th.
Cha bit khch hng s phn hi v dch v gi u vi Ca-ve ny nh th
no, nhng c v nh trc mt ng nhn nhng li phn hi tt t nhng
khch hng tim nng ca ng v nhng g h observe c t dch v: Trng
cc c ny nh ngi mu, nhn thch tht y!, i tri, nhn cc em y xong
chn hn m v nh!, Va giu c, va xinh p, n ng ai m khng m
kia ch!.
Vic thu thp nhng phn hi ny rt c ch cho vic ci tin sn phm, dch v,
c bit l cho nhng chin dch marketing sp ti hay xa hn na l gp mt
phn cho vic hoch nh chin lc pht trin ca doanh nghip v sau.
 HC MARKETING QUA CHUYN VUI

Trn y l mt s khi nim c bn rt ra t cu chuyn vui v cc c ca-ve v

ng ch qun gi u. Nhng khi nim ny rt gn gi vi thc t m bn c th
quan st v rt ra kt lun t nhng hot ng marketing hng ngy m bn gp
trong ch, siu th, hay trn ph, v.v Vic hiu nhng khi nim ny c th gip
bn tr li cu hi Ci g ang din ra vy? v bit u chng, d bn hot ng
trong lnh vc no, cng c th s c ch cho cng vic tng lai ca bn.
NHNG LM TNG PH BIN
V MARKETING
 NHNG LM TNG PH BIN
V MARKETING
1. Gii lm Facebook, Google adwords, SEO, chc chn bit lm
Marketing
Sai lm ln nht ca doanh nghip l tn th cng c qung co! Hy ngh
li, Marketing l t duy, ch khng phi cng c. Ngi c t duy s
bit cn phi lm g khi khng bit nhiu v cng c, khng c cng c,
thm ch khng c tin. Ngi gii cng c cha chc bit g v
Marketing, ch cn 1 thay i nh v thut ton, hoc sn phm khc, mi
trng khc l kinh nghim coi nh v 0.
Gi d mt ngy Facebook sp chng hn. (Cng khng xa vi n th u.
Nh 10 nm trc Yahoo!360 tng hot th no ri ch. Gi bn c thy ai
dng n na khng?) Hoc l bn c t duy Marketing v nhy tung tng
sang mt mi trng mi vi rt t thi gian thch nghi. Hoc phng n 2
l li lch thch i hc mt
 NHNG LM TNG PH BIN
V MARKETING
2. Marketing l qung co, PR, tip th, vv
Marketing ngn gn l p ng nhu cu khch hng v em li li ch
cho doanh nghip. Ci khc bit ln nht gia Marketing v cc i
tng cn li l t duy:
T duy ca ngi lm PR: lm th no ngi khc (bo ch, khch hng)
ch ng ni tt v mnh.
T duy ca ngi lm Sales: lm th no ngi khc mua hng ca
mnh, cng nhiu cng tt, min y c hng i, thu c tin v th mi
phng tin (khuyn mi, gim gi, tr chi v..v) u l hp l.
T duy ca ngi lm Branding: lm th no hnh nh cng ty in tht
m vo tm tr ngi dng nht c th, tiu tin bao nhiu cng l hp l,
nhng thu tin v th khng nng n nh Sales.
T duy ca Marketing: l thng nht v kt hp, iu chnh hi ho tt c
cc t duy trn. Marketing t mc tiu tho mn ti a nhu cu khch
hng em v li nhun, th phn, thng hiu.
 NHNG LM TNG PH BIN
V MARKETING
3. Ch doanh nghip ln mi cn lm Marketing, bi v n rt tn km
y l 1 quan nim sai lm v nguy him. Marketing s quyt nh doanh
nghip bn ci g, bn cho ai, bn nh th no. Vy nu khng c b phn
Marketing hoc khng ai c t duy Marketing trong cng ty, vic ny s c
quyt nh ra sao? Hay doanh nghip thch sn xut ci g th sn xut ci y,
gii lm ci g th lm ci y, cn bn hng nh th no l vic ca Sales? V
lu di cha bit sn phm s i v u ch cha ni n thng hiu?!
Nu ni rng lm Marketing rt tn km, doanh nghip khng ln khng th
lm c ? iu ny cha chnh xc bi lm Marketing l c 1 qu trnh, vi
rt nhiu yu t t c mc tiu ch khng ch t tin chy qung co.
Vi nn tng t duy Marketing vng chc, bn thm ch c cch tho
mn nhu cu khch hng vi chi ph ti thiu
 NHNG LM TNG PH BIN
V MARKETING
4. Lm Marketing l phi tht sng to!
Anh thy t duy em n lm, k nng cng c n. Sao khng lm Marketing?
Thi thi. Em khng c ngh s, khng c sng to lm Marketing sao ni.
Sai! Sai! Ngn ln sai! Sng to d nhin l tt, nhng vi ngh ny n khng phi
l yu t quyt nh!
Marketing l sng to da trn thc t th trng ch khng phi ch
ngi bn giy tn xo. Tc l bn s phi dnh phn ln thi gian nghin cu
tt c mi th (th trng, i th, khch hng,) ri t quyt nh xem nn
bn ci g, bn cho ai, bn nh th no, k hoch ra sao cho ph hp nht.
Marketing yu cu mt ci u bit t duy ng v chun hay cn gi l t duy
khoa hc. Nu ch n bng vn sng to n thun, th bn nn theo ngnh qung
co thay v Marketing.
Lu vi bn, mun sng to trong Marketing, th vn phi hiu v insights v
behaviour ca khch hng
MC TIU CHNH CA MARKETING
 MC TIU CHNH CA MARKETING
Mc tiu marketing l nhng s liu c th v ci m doanh nghip bn (sn phm,

dch v, gii php) v bn cho ai (th trng). C th nh:

- Doanh thu v li nhun

- Th trng v th phn
- Thng hiu v nh v thng hiu
Mt cch nhn khc ca mc tiu marketing
- Duy tr pht trin kinh doanh.
- To s khc bit cho thng hiu
- Ti u ha li nhun
- Duy tr v ci thin quan h khch hng

 MC TIU CHNH CA MARKETING

T MC TIU NH TH NO
Trong marketing xc nh mt mc tiu c th l mt yu cu tin quyt
c th xy dng mt chin lc ph hp nhm t c mc tiu . Mt mc tiu
c th cn gip cho ngi lm marketing c th o lng hiu qu ca vic thc
hin chin lc marketing ca mnh. Ngoi ra, vic t ra mt mc tiu c th, kh
thi cn th hin trnh v s quyt tm ca ngi lm marketing.
Nhng mc tiu chung chung i khi nh "phn u tng th phn", "phn u
kinh doanh t hiu qu cao", "tng doanh s so vi nm trc" hay kh ku nh
"ginh th phn ca i th cnh tranh", "tr thnh mt trong nhng sn phm
hng u" v.v. u s chng gip doanh nghip i n u bi v ch n ca h
qu m h.
ng l hu ht cc chiu th m marketing tung ra u nhm n tng th phn,
tng doanh s, nhng vn l tng bao nhiu? cn thi gian bao lu t
c? tng 5% doanh s th cng sc vn ling cn u t th hin qua chin
lc marketing s khc vi mc tiu tng 200% doanh s.
MC TIU CHNH CA MARKETING
 MC TIU CHNH CA MARKETING

PHNG PHP T MC TIU SMART

S= specific: C th, r rng.
Mc tiu phi tht c th. Chng hn nu l nhm tng th phn th l tng
bao nhiu phn trm? Tng doanh s th phi c th l bao nhiu USD/ng?
Cn bao nhiu lu, ngy, thng nm no kt thc? Bng cch no? Ngun vn,
nhn lc t u?...
M= measurable: C th o m c.
Mc tiu a ra phi c n v, con s c th c th o m c. Chng
hn nh %; USD/ng; gi, ngy, thng; kg; tn; lt khch v.v. n khi
kt thc nm, kt thc chng trnh, k hoch c th xc nh c ngay l
t hay khng t mc tiu ra.
 MC TIU CHNH CA MARKETING

A= achievable: C th t c.
Mc tiu t ra cn phi va cao tranh th khai thc ht tim nng
th trng v tn dng ht nng lc ca doanh nghip, nhng cng phi
thc t mc c th t c. Bi nu t ra mc tiu m ngay t u
mi ngi u c th nhn ra ngy l c c cch my cng chng bao gi
t c th s chng ai c gng lm g.
R= realistic: Thc t.
Mc tiu t ra phi st vi nng lc v phi thc t, liu bn c c ti
nguyn nhn vt lc t c mc tiu y hay khng? Mun th ngi
a mc tiu phi am hiu th trng, phi bit ngi, bit ta.
T= time bound: C hn mc thi gian.
Bn cn bao lu t c mc tiu ra. Ngy thng nm no?
NHNG K NNG CN C
CA MARKETERS GII
 NHNG K NNG CN C
CA MARKETERS GII
1. K nng nghin cu v phn tch khch hng v th trng
Marketing hin i khng bt u t trong phng my lnh, li cng khng bt u
t mun ch quan ca nhng ngi trong cng ty, Marketing bt u t th
trng, t nhu cu ngi tiu dng, t cc yu t tc ng n hot ng
doanh nghip nh mi trng v m v vi m, v t tnh hnh cnh tranh.
2. K nng phn khc th trng:
Th trng bao la, vic cung cp mt sn phm/dch v chung cho tt c th trng
khng cn ph hp trong th trng trm ngi bn vn ngi mua nh ngy nay.
Ngi lm th trng phi bit cch "nhn" th trng vi nhiu mng khc nhau
theo cch nhn ring ca mnh, nhng mng th trng ny c nhng s khc
bit c trng khc nhau.
3. K nng phn tch li th cnh tranh
Hot ng ca doanh nghip trong mi trng cnh tranh b chi phi bi cc i
th cnh tranh. T tin ngi Vit ni "bit ngi, bit ta trm trn trm thng",
ngi lm th trng phi bit v tr cnh tranh ca mnh so vi tng i th
t c th vch ra chin lc thch hp.
 NHNG K NNG CN C
CA MARKETERS GII
4. K nng xc nh th trng mc tiu
Trong mt bi cnh th trng a dng v phong ph nh ngy nay, cu hi
"th trng no ti nn cnh tranh, th trng no ti khng nn?" lun l
mt cu hi ln mang tnh chin lc m tng doanh nghip phi tr
li.
5. K nng hoch nh chin lc marketing
Chin lc marketing l kim ch nam, l c s hoch nh marketing mix,
ngi lm th trng cp qun l phi c kh nng hoch nh chin lc
nh hng cho hot ng marketing ca doanh nghip.
6. K nng xy dng gii php cho khch hng
Trn c s nhng hiu bit v khch hng, ngi lm marketing phi c
nng lc xy dng gi gii php (sn phm, dch v v nhng gi tr gia
tng khc) p ng nhu cu v lm hi lng khch hng tim nng,
to ra li th u vit so vi i th.
 NHNG K NNG CN C
CA MARKETERS GII
7. K nng pht trin sn phm mi
Doanh nghip lun cn sn phm mi pht trin trong khi theo thng k
trn 70% sn phm mi ra i b tht bi trong 2 nm u tin. gim thiu ri
ro cho doanh nghip, ngi lm marketing phi nm c nhng nguyn tc c
bn v qui trnh pht trin sn phm mi.
8. K nng pht trin th trng mi
Song song vi vic pht trin sn phm mi, pht trin th trng mi cng l mt
nhu cu thng xuyn ca doanh nghip, ngi lm marketing cn nm c
nhng nguyn tc marketing c bn, k thut v l trnh hoch nh chin lc
pht trin th trng mi.
9. K nng xy dng chin lc gi
Doanh nghip pht trin sn phm v cung cp dch v mang li li ch cho
khch hng, th cn li ch ca doanh nghip th ai lo? Ngi lm marketing phi
c k nng s dng cng c gi thu li gi tr v ti u ha li nhun
cho doanh nghip.
 NHNG K NNG CN C
CA MARKETERS GII
10. K nng xy dng chin lc knh marketing
Th trng l bao la, nhng nu khng bit cch v i lc li th s gp kh khn v khng
th pht trin. Ngi lm marketing phi c nng lc hoch nh chin lc knh
marketing a sn phm/dch v n vi khch hng mt cch hiu qu.
11. K nng xy dng chin lc truyn thng
khch hng nh n v c thin cm vi thng hiu, bit r nhng u im ca sn
phm v hiu r l do ti sao h nn mua sn phm/dch v ca doanh nghip thay v
mua ca i th, ngi lm marketing cn phi nm vng k nng hoch nh chin lc
v bit s dng nhng cng c truyn thng hin i nhm mang li hiu qu ti
u.
12. K nng xy dng chin lc thng hiu
Doanh nghip cn xy dng mt thng hiu, hay mt h thng thng hiu thn thin,
gn gi trong tm tr ca khch hng. Ngi lm marketing cn phi nm nhng nguyn
tc cn thit hoch nh v qun tr mt chin lc thng hiu nht qun vi
tm nhn, s mnh, v ph hp vi chin lc lu di ca doanh nghip.
 NHNG K NNG CN C
CA MARKETERS GII
13. K nng hoch nh k hoch marketing
K hoch l xng sng, l kim ch nam, l li th cnh tranh bn vng, l
yu t mang tnh sng cn i vi doanh nghip. Vic hoch nh chin lc ni
chung v k hoch marketing ni ring lun i hi phi nm vng kin thc v
k nng mm c th dn dt t chc tham gia trong sut qu trnh hoch nh k
hoch.
14. K nng qun tr d n marketing
t chc tung mt sn phm mi, khai ph mt th trng mi, hay trin khai
mt sng kin marketing thnh cng, ngi lm marketing phi nm c nhng
kin thc v k nng cn thit ca cng tc qun tr d n marketing.
15. K nng t chc v qun l hot ng marketing
C c mt chin lc tt, mt k hoch c hoch nh tt ch mi quyt nh
50% thnh cng, 50% cn li ph thuc vo vic trin khai thc hin. m
bo thc hin thnh cng k hoch marketing, ngi lm marketing phi c k
nng t chc v trin khai hot ng marketing.
 NHNG K NNG CN C
CA MARKETERS GII
16. K nng Digital Marketing
Xu th s ha ang xy ra rt nhanh. N xm nhp ngy cng su vo cc
ngc ngch ca cuc sng, v nh hng ngy cng ln n cc quyt nh
mua ca ngi tiu dng. Ngi lm marketing cng phi thch nghi vi s
thay i ca cng ngh v khai thc nhng tin b ny ca k thut s
tip cn th trng.
QUY TRNH C BN CA
HOT NG MARKETING

Nghin
cu th
trng
Kim sot Phn
nh gi khc th
trng

Trin khai Lp k
thc hin hoch
 QUY TRNH C BN CA
HOT NG MARKETING

NGHIN CU TH TRNG
Nghin cu l xut pht im ca marketing. Khng
c nghin cu, mt doanh nghip s i th trng chng
khc g m mm trong m. Hot ng Marketing tt
cn c s nghin cu k lng v c hi ca th trng
v s tnh ton v ti chnh da trn c s chin lc
t ra ch r hn doanh thu, li nhun em li c ph
hp vi cc mc tiu ti chnh ca cng ty hay khng.
Sau qu trnh nghin cu th trng, doanh nghip s
tin hnh phn khc, xc nh th trng mc tiu, nh
v v chin lc marketing
QUY TRNH C BN CA
HOT NG MARKETING

PHN KHC TH TRNG

Sau khi nghin cu s pht hin ra nhiu loi phn khc
khch hng, nn doanh nghip cn xc nh r s theo
ui nhng phn khc th trng no. H cn phi
hng mc tiu vo nhng phn khc no m h c
kh nng cung ng tt nht.
Bng cch kim tra nng lc ca doanh nghip i vi
cc yu cu cn c cho s thnh cng trong tng phn
khc th trng. Cc nh qun l c th la chn cc
phn khc mc tiu mt cch khn ngoan hn.
 QUY TRNH C BN CA
HOT NG MARKETING
LP K HOCH
y l mt bc cc k quan trng trong vic quyt
nh s thnh/bi trong vic kinh doanh ca doanh
nghip. N ging nh kim ch nam cho tt c cc
hot ng marketing m doanh nghip trin khai. V vy
cn dnh thi gian v tr tu thc hin k bc
ny, trnh tnh trng Sai mt ly i mt dm v hp tp
vi vng s gy ra nhng tn tht khng ng c cho
doanh nghip.
K hoch khng ch n thun l tng m n cn
phi c th hin r rang cc thng tin: cng vic cn
thc hin, knh marketing d kin trin khai, ngun lc
thc hin, ngn sch d kin, timeline, cc ch s
KPI (theo tiu ch SMART)
QUY TRNH C BN CA
HOT NG MARKETING
TRIN KHAI THC HIN
Nhng hot ng marketing c lit k trong bn
k hoch cn phi c trin khai i vo thc
tin. Nu khng n ch n thun l tng khng hn
khng km. M tng th khng th no mang li kt
qu nu khng c hnh ng c th i km.
Thng qua vic trin khai thc hin th sn phm m
doanh nghip cung cp v khch hng mi c th tm
thy nhau trn th trng.
Trong qu trnh trin khai, nu c hot ng no cha
ph hp vi thc t p ng ca th trng th cng nn
xem xt linh hot iu chnh phc v ng mong
mun, yu cu ca khch hng tim nng.
 QUY TRNH C BN CA
HOT NG MARKETING
KIM SOT NH GI
Ch vic thc hin thi l cha , chng ta cng cn
phi thng xuyn kim sot qu trnh thc hin
xem cc hot ng c din ra theo ng k hoch v
tin hay khng, c t c cc mc tiu ra
hay khng, c thiu st cc hot ng no cn b sung
hoc hot ng no khng hiu qu cn ti u ha
Trong th trng m v c rt nhiu s la chn dnh
cho khch hng, doanh nghip cn phi nghim tc
trong vic nh gi nng lc p ng so vi th
trng xem c cn iu chnh g cho ph hp vi s
bin i ca th trng khng. Trnh tnh trng ic
khng s sng hoc Ng qun trn chin thng
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