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    8 views636 pages

    Giáo Trình MAR Chuẩn

    Uploaded by

    Hồng Ngọc Nguyễn

    Copyright:

    © All Rights Reserved
    Download as PDF or read online from Scribd
    Flag for inappropriate content
    of 636
    ihe ind OA NGUYEN LY TIEP THI Philip Kotler sninesem vsesty Gary Armstrong voiversiy orveuh cat Dich gia: Lai Héng Van, Kim Phugng, Hoai Phuioing, Chi ‘Trung Hiéu dinh: Quach Thi Bitu Chau, Nguyén Van Son, Ha Nam Khanh Giao NXBLAODONG- XAHOL TINH VAN MEDIA 2 Nguyén ly tigp thi ONS slide ices luc Tiép thi: Tao dyng va gidnb liy gis tri khach hang. tet Doanh nghi¢p va Chign luge tigp thi: Hop tac xiy dung quan hé lehich hing tr7 Phan tich Moi teuting tiép thy mal Quin If thong tin tigp thi dé thé higa mong mucin én siu cia khach hang te121 ‘Thj teudng ngut tien ding vi hank, vimua hing coa nguti tiéu ding wel6 Th teeing 66 chite va hin vi mua hhing cia t6 chic :202 Chign lige tigp thi hudng dén Kdxich hing: Tao gi tri cho khach hang mye tiéu e233 Xay ding va to gid tr khich hing trong sin phim, dich vu va thuong hie 1.276 Phit tin sin phim moi va cic chign loc vong dai sin phim 318 Dinh gis Hiéu vi nim bat gid tei hich hang 355 el iB sie ahead 2) Gas Chin luge dink gis 1386 (Cic kénb tgp this Chuyén giao gia tr] dén khsch hing Ban lé va Bin budn tr4l6 tess Chuygn i gid tr) khich hing. Chign luge truyén thong tiép thi tich hop 11494 Quing cio vi Quan he cong ching 1.527 Ban hang cf nhan vi khuyén mai bin hing, tr 561 Tigp th true tisp va true tuyén ‘Tyo ralgi thé canh teanh ‘Thi uwding todn fu 1598 637 668 ‘Tigp thi bén vitng Teich mhigns xa gi va dao dite 702, Phan [and diy 3 Loi gidi thiéu Coe bat cata da va dang nghién ett inh vue tigp thi déu khong thé khOng biét dén Philip Kotler ~ céy dai thy trong linh vu hoach dinh chién hide tgp thi dign gi va tc gid hodc dng, tic gi ca hing trim cudn sich va bai béo chuyén vé tip thi vi quan tr kinh doanh; trong 4 6 cudn Nguyén ly tiép hj (Principles of Marketing) ~ mot trong nhitug cuén sich kinh dién nnhat cia nganh tip thi va sich goidéu giving cho cdc nha quan tr tigp thi teén thé gis. ‘Saét nhigu thép ey qua, cing v6 t6e d6 thay d6i nhanh chéng trong di s6ng xi hi thc tién kinh doanh cfing nh cng nghé, cuén sich giso khoa kinh dién nay lién tue duge cap nnhit nbim gp ban doc nam bit duige nhitng thong tin méinhat diém ra trong linh wc tiép thi dé 4p dung vio thc t€. LA nguidi di tién phong trong vigc phé bign kha nigmn “tip thi xi hoi” va trach nhigm xi hoi ea tip th’, Philip Kotler da va dang tac dng man dén gigi kinh doanh trén todn thé gii, gidp ho xdy dying mot nén kinh doanh nhén ban hon va kién tao mot xa hoi toan edu tot dep hodn hie hon, CChinh vi thé, ngoti céc kha nigm cot oi cia Tinh vue tiép thi deg téng két qua thei gian, vvéi bin in lin thi L4 nay, Philip Kotler va Gary Armstong tap trung st¢chii vio cng vige tip thy trong b6i cinh kin té day thich the hign nay: tao 1a ning cOng dng ngs tiéu ding s6i n6i vA hong tac ~ nhimg nguii di, dang va sé bién sin pha va thing higu thanh mot phan quan trong trong cude s6ng cia minh, Dé gidp ban doc hiéu x6 cach thitc tao gi tri va gid duigc long trung thin cia khéch hang, cdc te gid trinh bay thong tin tgp thj nén tng, theo mét hinh thtic sing tao va dé higu, duige 16 chic xoay quanh khung gi tri khach hing. Véi nd lye xuit bin cic cuén gifo trinh hita ich cho sinh vien tai Vigt Nam, Céng ty Cé phin Tinh Van d& hgp téc cting Pearson Education South Asia Pte Ltd. dé cho ra mit cudn siich gi tri niy: Xin trin trong cm on cb Quéch Thi Bitu Chau (Truting Dai hoe Kinb te TP. H6 Chi Minh), thay Nguyén Vin Son (Teuding Dai hoc Mé'TP. H6 Chi Minh), va théy Ha, Nam Khinh Giao (‘Truémg Dai hoc Tai chinh-Marketing) da gidip 46 chiing t6i hodn thin ‘cuGn sich nay. Chiing t6i hy vong ring, cudn sich s8 mang lai ngudn kin thifeb6 ich cho ce cem sinh vign cling nbut ning ai quan tam dén linh w¥e nay. ‘TP, H6 Chi Minh, thang 12 nam 2012 CONG TY CO PHAN TINH VAN 4 Nguyén ly tip thi Tiép thi ‘Tao dung va gianh lay gid tri khach hang Chuioing si6i thigu Téng quat chong yeni tr ce ‘bin v6 tgp thi, Ching ta sé bit fa vi céu hd: Tip thi [agit Tigp ehjla vige quan cc moi quan he khiich hing ‘coh ning tgo rai nhugn, Mac tit cia tip thi la ta0 11 gli tr] cho kduich hang vA gitnh duige gid tr ti khich hing, Tigp theo, ching ta sé thio ludn vé nim buéc tong quy trinh tip thi ~ ti vigc thaw higu 4c nh cfu. cia khich hang, vigc tht ké cfc chin hea tgp thi dua twin keéch hing va céc chung tinh tigp thj ich hyp, cho dén vigexay dying méi quan hé khich hang vi giinh lige gif tri cho doanh nghigp. Cuéi cing, chiing ta thio lg v cae xu hung co bain va nguén hic tic dng dén tgp thj trong thot dai thdng sosi ca cic moi quan hé hich hing, Vigc thiw higu cde khii nigm cd bin miy vis hinh think nbiing ¥ twding eda ban vé y aghta cha cfc ki nigm dé sé tgo ra nén ting viig che cho tit nhitng gl didn ra itp theo, Hay bit du véi céu chuyén thi vj vé marketing tai Zappos.com ~ mét trong nitng don vi ban 1é qua mang 6 téc d6 tang trudng nhanh hit thé gid. Bi quyét think cng cia Zappos I gi 1i chang c6 bi quyét ndo 8. Hang niy tip trung vio muc ‘déu (20 ra git) cing nu ed moi quan he klhich hing. Trong sus cheiong dau tién cia cudn sich ndy, ban sé han thay dé t8i tao duing gid ti Khich hing dé gianh lay git ‘Zappos Niém dam mé tao dung gid tri va cdc moi quan hé khéch hang. ‘iy hinh dung vé mot nha bin lé vai dich vy H= hhdo ma khéch hing mong moon né 8 k6 tye Co quan thué va Lién bang (IRS) hoc kh dng mét hang hang khong. Digu may nghe £6 v8 gidng nh mt ytwing tgp th ky quae, nhuing vign cinh may 18 thy té dién ra tai Zappos. Tai dy, trai nghigm khach hing ludn Ii digu dude quan tim trde het, Tony Hsieh ~ Giém de digu anh eta Zappos ~ ndiring "Mic ttu téng thé cha ching t6i kkhindi dén thong higu Zappos, ban s€ nghi dén dich vu khich hing hoan hao va trai nghiém khich hing doedio, . Vio nam 1999, véi vig mit wang web chuyén bin cic lai gity dp chat higing nha nd xét vé thug hid, ~~ phong céch, miu sicvtkich ching bin lt tye niy due bgt én v6i niu hang ge hing héa nhac qin So, tii xich, va phi kin, Ngay tru khdt dy, hang bin é «qua mang niy da bién dich vw khéch hing thinh nén ting ciatigp thi, Ret qua la, Zappos da ting tating ngoan mu ‘igo nay, minim, hing phy wy hon 10 trig ngues tid dlitng vi mit dloanh thu ti 1 6-4, mét con 56 ngoan nye néu so véi mite 1,6 trigw dé-ta doanh thu vio nim 2000, Gis diy, 39 clin s6 Hoa Kj com, Va bit chap sy éo uot a kinh té, Zappos vin dat mite oanh thu én tugng trong abitng nam gin dy. iu thi va Zappos khdng chi nhigutién cho quang fo truyén théng, Thay vio dé hing chi trong vao chit lugng dich vy khdch hang dé khéng nhing thu hui keh hing quay tt Jai mua sim, ma edn bién ho tré thinh nhuing te nlkin quing cto truyén ming hit fch. 75% ddoanh s6 eta Zappos.com dé th cic khich hing trung tanh, "Thué té khoan tign ma ching ti chi cho vige tao va tri nghigm Klnéch hang eting chin Id Khoa tign chi cho quiing cio” Hsieh nd, “Db trong bit ky hon cénh no, ching t6i cng ludin chii trong dén dich va khich hing’ ~ Aaron Magness, gid dc phat ttién kinh doanh vA tip th thuong higa ctia Zappos, bé sung. "Ching ti quyét din cic kh ning dia titién bac vio dich vikhich hing, va tgp tj theo kiéu truyén migng, sé mang li hig quacho cong ty? Va ban c6 thé dé ding doin ra ring, chi phi quing, fo ci Zappos chin la chi phi cho djch va Khéch hang. ‘Nhbtng miu quang cfo mét nhat ten TV cia Zappos thé higa"Zappets’~nhiing nha vat hot inh dvgemé phéng, theo inh anh ea cic nhin vin fam vigc tai Zappos bin magn sytuong tc gia cc dat dln dich vu khach hing cia ‘Zappos va ngustitn dig. Vie giao va d6i hing mign phi, ciing chinh sich te hing trong ving mot nam 14 nbiing yéu t6 quan trong trong phuomg phép tigp cin ly khich hang lim trung, tim ciia Zappos. D6i vdi cic kich hang, hang lwdn tim cich nang cao cfe tra aghigm, tit vige vin chuyén hang twong’-S ngay madng cdn 2.ngiy hodcngay nga hom sau ung tim djch vw khich hing cha Zappos lam vige24,/7 -véi500nhin vién ning déng ~ chiém 1/3 nganséch hiong cia cng ty ~ a8 tr Ii 5000 cade goi mdi ngiy. "Nbitng dliéu nay déu t6n kém, nhuing ching ti dé coi dé nit chi ph macketing vay? ~ Hiesh phat bigu, “Va d6 1 céch, kha ré dé dg nbiing khich hang, hign hitu quay te lai wt ‘ban mét eéch thc hituhigu hein néuso wi chi phS bo 1a <6 ging thuyét phye cfc kh hing mdi ‘Zappos lun ving ving trong vigc tip trung vio dich vy kiéch hang ngay ca khi dich va d6 dang phit trién, ‘Trong motnén kinh to udt, ccna bin Sc bit chit tigng dén dich vy Khch hang, Nhuing nbut Hiesh di chi +a, 6 hing a diu dia tion cin dy elén “Chip dé 6 duige dt dich vu khch hing ly tuéing 6 thé...” "Thi Zappos, sy thin thign v6i khch hang bat du v6 vin héa huidng dén khch hing, “Ching t6i thing ndi thé nay: ching tila cng ty dich vy nga nhién bin phi bain [pity dlép (hose tit xich, qué do, hay bat cit the gi)) «do Taming gl dio the hign trén trang web cha cOng ty ‘Nén vin héa Zappos duigexay dung xong quan 10 gi tr dt Is, tt vige "xy dng moi quan hg mé va trang thy” cho dén “Tyo ra mot chuithai hudc va bn. Gid tr 36 mot 1h "To a syngyenhien thong qua dich va “Thin c6ng tre tuyén va niém dam mé huding dn khdch hing cia Zappos da khién Amazon.com ~ mét gi Khong 16 trong linh vic bin J8 ~ quyét dink mua ai Zappos vito cui itn 2008. ‘V6 thing, vu nay, Hisieb va Zappos tigp tac theo dudi chién luge doc kip ~ chién lige di tg0. nen sy think cng cho minh tribe BE khién cho vin hoa ich hing Zappos ngzim si vio toin bd t6 chic, mdi mot nhin vién mdi duige tuyén dung ~ tirgiaon de digu hinh cho dén gi déc tai chinh ~ déu phai tham gia khda hun 1noi wphyewa Jaye vé long, trang think Kiéeh hing 24/7, cia khiich hing, ‘ign thy€ &, Zappos cing nd It loa bd nhiing khch hang mig cuging, Trong wong bn tun dio ta0 vE dich vy khich hang, hing chi tr cho ngeclao ‘ding 2000 d8-la cng thém tin than toin cho the gian Lim vigenéitho ri cng ty, boi d6i v6 hing, néu nhitngai hye sit muti nh Kod tin may va ib Ong ty tl ds dng phai a nhiing ngusma ho thye st ein, sich ni sing, tung ban du ft 100 46-1, ohuing -khodn tién iy ett ting én bikhngal chiv nh mite tién do. Tinh trung binb, chi 1% chp than 4 xuat, va Hiesh tin ring 46 18 mile rt thp. Zappos tran In ring mi mot nan vién in phai giao tigp vet nat nhiéu hich bing, "Vige 6 duige stg khéch hing hai long vé dich vu tai Zappos ign m2 st ty nhién, Ban khong the ‘Tai Zappos, vige chim s6c hgh hing duige bat dx vy6inén vin ha thaw hie khicl hang va tap trang, vio khich hing, Zappos 6 Nguyén ly tiép thi «day digu 46, ma phaituyén dung nhanvién thychién diéu 46" Magness néi io dich voi khich hang, nhan vign cia Zappos phi kgm ta nbn thiéeva kinh nghim vébin thin minh ‘wong m6i quan he véi ngutdi khic va tinh canh tranh, Cac dai dign dich vy Iehéch hing duige hun luygn dé xem xétit at ba trang web cia d6i thi néu ng mua hing yeu ci mot d6i gity cu thé mi Zappos khéng c6 trong ‘cho va hung din Khch hing, “Toi dodn ring céc cing ty kh khng lim nb vy” — Hiesh noi, “Dai i ching ‘bi, ching t0i khong mudn day tr giao dich kiéu nay, bat 46 li nbing gino dich ngin han. Chiing ti tp trung v0 vide xy dumng long trang thanh lau bén vi mdi quan he vwikhich hing” ‘Moi quan h@ 6 nghia la tt c4 nhimng gi didn ra tai ‘Zappos. Hiesh va nhiéu ngui lao dong gidt mot lién he tov tigp vi eich hing, v6 nao, va vi bt fai of quan tim dén cOng ty: Ho st dung cfc cong cx mang xa hoi, chang han nhs Facebook, Twitter vi blog dé chia sé théng tin ~ cf t6t Hin ao. Va edng ty mas Khch hing ds ‘tinh Idi binb lug thing than tén mang, Sy céi mé nay 6 thé khign mot s6 nha bén ll king, nhuing Zappos bao quit duige vin dé niy. Nhut Magness chira ring, “Ban chi Jo ling néu tye sy dang of van dé gi d6 cin che gi,” ¥4 66 vé nls Zappos sin sing chp nin chi tric nll ind qua thong tn mign phi, “Zappos di tao ra mt tap hyp chun mic mt trong ‘gin, din dit cich thc hoat déng cho ogi hinh cng ty bung dén Khéch hing, “Cé mot diéu gi dé vé céc cong ty Internet non tr nay” ~ mot chuyen gia bin Indi. "Thi Khong cam chic chin vé nguyén nhin ~ lidu did d6 e6 phil boi cc cong. ty may duge sink sa trong iF nguyen hie, noi thuét inh dao c6 mét efch nhin nhin khic, hho¥c ligu ho 6 khi nang tray cép la ling khic di wii eo 0 dit ligu khvich hang va nhin thay nhiig gi ma ksich hing nghi” ~ ong n6i, “Cé v8 nhutZappos i mgt dia ts ‘at nguyén (nguyen vin “poster child” - 1 hinh inh dia {18 c6 cin bgoh dic biet, hay “tit nguyén" ma céccs quan tirthign dua Ken cic t quing céo nhémn dinh dng, tha ‘nt long hio tam cia moi ngudi véi myc dich gly quy dé ciiu giip cho cic terdnghap twong tu-~ ND) cho tha dai di cia cic cOng ty tidu ding thu shutting dén khich hing. Rét nhiéa céng ty thich nh3n ring minh Is don vj bung dn Khich hang, nhong khong met ai trong s6 ho nghiém tienhutZappos” Su tap trang manh mé vio khiich hing &i to ta tang truding cho Zappos, béi cing ty da lin sin sang nhicu ‘phan vim nut hing dig teva ng gia dung “Hy vong |i sau 10 nam, moi ngudt sé Khéng edn mac dinh ring ching toi 1a hang ban gidy tre tayén nila, Khich hing ‘cia chtingt6i di hoi vé khi ning Zappos khet sy inh ve hang khng hoge diéu hinh Co quan Thué va Hoa Kj” ~ Hiesh nei. “30 nim sa t6i mun digu hd hing hing Khong Zappos vi dich vu khch hing hoa hio nhs" Cac cbng ty thinh cOng ngiy nay e6 mat dig chung: Gidng abut Zappos, ho fa ahimg don vichti trong vio khéch hing vi cam sm trong vige thaw him i théa man ‘ét manh me ve tigp thi, Cac cng ty nay chia s€ niém dam fe nhu cfu eta khvich hang trén th truing muc tigu die ‘ic dinh 16, Ho kich thich moi nguti trong t6 chite chung tay xy dying moi quan he liu dai v6i Ikhich hing dva trén vige tao ra gi tr. Léi Binh cia tae gi Hay ding lai mgt phe 6 ohd VE céch thie ma bran tri ei ca ha nay ‘eudic khi nghién esis marketing. Sau dé xem dling vn da xét nied cay di Tigo thil trong ctu tri lated bg [AED “50 vi ahitng gi ban ign duige titvigenghién cttw chuiong ni Nagy nay, méi quan hé va gis tri khach hing dng wai 1: Khinén kinh té Hoa Kj di phuc h6i tr lai sau cade Dai Suy thos, ngud tiga rat quan trong, 0 lai cing td nén cin trong hon trong chi teu cing nhit trong vige dinh gi lai moi quan he v6 cfc thong higu, Va chinh vi the, vige xy dng moi quan he khéch hing manh mé dy trén gid tu shyc én ving i igu quan trong hon bao gid hét ‘Hon bit ait chitc nang kinh doanh nio trone doanh nghiép, marketing li Ong vige giao dich véi ngudi tidu ding. Mac di ching tas hat théc ede sn nghia chi tito v6 tigp thi, nung ce din nghia dom gid nt “e (De dye Tp th Ua quai By madi quan he sinh Io 6 hcl hing. Mg iu kp chyong 1 [Tao dung va gianh lay gid tr! khdch hang 7 Bjoh nghia tgp th] va chi va cc bude trong quy tinh tip thi, Tip chi td gi? GiAi thich tém quan trong ca vige thdu hiéu khach hang va thuong truding, déng thd nn dig ‘nim hd nig tip thy cB 1. 1g va nly edu khdeh hang r ic bn tong cn hg tp thi hung Ankhéch hang vatholudn cic anh S82) huéing quan tri tip thi - dinh hudng déng vai trd din dat chién luge tiép thi. ip thi hudng da khach hang hud bi chuiung winh va kd hoach tgp thf tich hots 5). Thio lain vide quan ly mst quan hg khach hang vi nhén dig cc chin huge nhl tao gh tr cho vich hang va ginh gid te trkdvich hang. ry chutes mai quan ing Khsich fang Giant dy gid tri tw hac fn Mo ta cée xu hung va ngudn lye chin ~ nhing yéu & Kim thay Ai bite tron tip th trong thd a dai cia cic mdi quan he. Sy thay 681 trong foc tank «tgp thi ny citatigp th fi ham thu iit cdc khach hang mei bing vie cam ket tao ra gi ti vag tri vd git chan/ phat tin cdc khéch hang hign hu théng qua vigc tao ras hailing. ‘Vida, Walmart da trd than hang ban lé lén nhat the gidt — vt cng ty lon nha thé gid = bing vigc tgo ra cam két "Save money. Live better” (ist kigm tién bac. S6ng thodi mai hon). Nitendo chiém linh vj ti din dw trén th truding video-game véi tuyén bd “Wii would like to play” — wén duigc h trg bes bin giao tigp-nguti may Wii néi tiéng — va phat trién dan sich cic {nd chot phé bign cfing nb e&e phy kién cho tat cA céc la tus. Cin McDonalds hodn phuing chim ‘Tam lovin it” bang sifménh te6 thanh “diém dén yeu thich va cdch that lf tweng, 4 thing thite mon dn" trén thé gi, ta0 ra thi phan ln hon téng thi phn cha ba di thi gin hat edng ai? ‘Nhurvlytiép thi déng vai tr quan trong déiv6i sy thinh edng cba thing mai quy ms lin nls Procter & Gamble, Google, Target, Toyota va Marriott dé sit dung, tigp thi. VA cdc t6 chive phi loi nhusin nhut truding dat hoc, bénh vign, bio ting, din nhge giao Iuing, thm chi ck nha tha, cing sit dung tigp thi. ‘Ban da bigt nhigu vé tig chi, vi né hig hit xung quanh ban, Tigp thi dén v6i ban dust ce dang thiic truyéa théng: ban nbn thay v6 s6 sin phim trong sida th gin nha, xem nhiing mu ‘quing cdo trén TY, trén bio chi, hay ce quang cio tip dy hop thi, Nhting trong nbitng nam gin diy, chc chuyén gia tgp ti da dia ra phon phap tip cin mei, tt ch moi tht ge bt dw tirtrang web vi mang x4 hoi cho dén dign thoai di dng. Cac phueng phsip tip cin mdi ny vt Jnigu qua trong vige chayén tai thong dip. Ching st tgp cn ban mot céch trge dita vi mang tinh cd nan, Cac chuyén gia tgp thi ngay nay muén tr thinh mot phn trong cuge sng cila bban va khign tri nghigm cia ban vi thong hign tré nén phong phi hon, Cho di nha, dén trtdng hay git tv, thi ban cing sé nin thay tigp thi hign dign khap not 8 Nguyén ly tiép thi trong moi vige bun fim. Buing, tip thi c6 ¥ ghia nbiu hon chit khdng chi dan thuén dp ving thi gic thong thug cita nguidt tién ding, An sau tit c& ning thi dé 1a mang higi déng dio ‘moi ngu6i cing nhu' cdc hoat déng dang ganh dua nhau nhim thu hit sy quan tim cia ban, tir dé te dong dén hinh dng mua sim, Cun sich niy sé gibi thigu céc Khai nigm co bin va cic the tién cia tgp ei hign dai Trong chutong nay, ching ta sé bit du bing vige dinh ny marketing vi quy tein tigp thi ‘Tepthy h nghia Tiép thi a Sie ‘Tigp thi Li git Nhiu ngudt gin tigp thj voi hoat déng ban hang va quang céo, Ching ta doibom array Mngagiy WE ck chueng tinh quing ci ten catalogue, nihiing cude dign thoat ban hing, Khachhang va Vani thém’ cdc thang digp quaéng céo qua thw ign ti. Tuy nbién, vige bin hing va qnang cio xaydung méi cht phan cia tang bing quan hé manh Ngiy im vi keh oe ‘hang nham gianh ban hang duoc gla ti tirho. {ip thj cin phi duigc thau higu KhOng chi trong ngitnghia trayén thdng cia vige céchuyén va ban hang" — ma cdn trong ngit nghia ign dai cia vigc dip ting nh ed ‘hich hig, Neu chuyén gia tigp th higu duigc nbu cu khéch hing; phat trién sin phim cé ka ang t9o 1a gid tri Khiich hang wut te6i; va dinh gis, phn phéi, chigu thi ching mét cach higu «gud, cf sin phim nay sé dé ding dig tu thy. Tht, theo Peter Drucker ~cdy dat thu trong Jinh wae quan tr ~“Nhigm vu eia tip th la bién Khu bin hing thank mot cng vig khong cn thigt” Bin hang va quang cio kbéng chili mot phan cia “té hop tigp th” rng ln hon ~ mot {8p hop céc cdng cy tigp thi clng va anh nam dip ting céc nh edu cia khich hing va xy «yng moi quan he khich hang Dinh nghia theo cich hiéw rng hon, tip tha quy trinh mang tinh quan ti va.xa hi, theo 446, céc ef nhan va t6 chite gidnh dug nhtng gi mi ho mudn va en thOng qua vige tao ding ¥8 trao di gid toi voi nhiimg cd nhan/t6 chitc khéc. Tiong ngtt cinh han hep cia kinh dean, ‘marketing bao gém vige xy dung méi quan hé da trén nén tang trao Ai cae gi tr sinh li vei hich hing, Do viy, ching ta din nghia tgp th i quy trink ma theo 46, doanh nghigp tao ra gis {nj cho heh hang va xy dying mi quan he vot ho dé gianh ly gi tri cho Khch hing, * ‘Quy tein tip ej Hinh 1.4 thé ign m6 hinh cla quy tinh tigp thi gdm nim bude don giin. Trongbéa bude dtu, cc cng ty van hinh dé hiéu gui teu ding, to gid ti cho neu tigu ding va xay dung mai quan hé vi ho, Trong bude cud cling, cic cong ty duigc tung thuténg tt vigc tao gid tr vt ted cho khich hang. Bing vigc ta ta gi tj cho ngui teu ding, ho gidnh duge gid te ti ngutt tin Hinh nay cho thay kt nlm t8ng quan ahs vé ip thi Bang vigc (90 ra is tr cho khdch hang, céc chuyén gia tip thi sé glanh dug gi te tr khdch hang. Quy ttn 5 budic quan trong nay ego ra Khung sun tgp thi cho (ton be ctvang, yO 5 Hinh 1.1: Mé hinh don giin céa guy . | trinh tiép thj mney | ercenin | | macnzrama | [ savangns oe vee | tutngsnivcso || “hgeaéotn | | tmnvepenen | | quonne sens vaimong mad hueneaen || hopmangiig |p} votaremen | ca nguési tiéu khach hang P| wikhéch hing ‘vul sudng cho cing wet isch I dang dé binh thite bin hang, lf nbuan, vata sin Khach hing trong dai han, “Thong chug nay va chuong ti, ching ta sé xem xét cic bu6c cia mo hin tip thi dan gin ny. Trong chung niy, ching tas xem lai ting bude nhutng tip trang nhiéu han vio buiée quan hig khich hang ~ thau biéu khéch hang, x’ ding moi quan hi vi khich hang, vi gianh duge gi tr) tr khch hing, ‘Trong Chong 2, chting ta sé nghién ctu eng hon bude this hai va thie ‘ba thet ke chign hg va ip ke hoach tig thi : ‘Thau hiéu ¢hj trudng va nhu cau khéch hang Lai binh ciia tac gi ‘Voi bude du tién trong quy trinh marketing, céng ty c&n thau hiéu nguéi Depth lay tate ang tidu ding va thuong truding, noi minh host dng, Ching ta sé kiém tra $ See noe kai nigm corbin vé khach hang va thuang trvding: (1) nhuceau, mong nnn, Fi ae aaa mod Wi i his (2) duty rng (st ph lh ou itr hem 1) (3) gic uy trinh nay, cong ty tri vd st hai long; (4) su trao déi vi mdi quan hg; va (S) thong trudng. cin théu hiéu nguti tiew : ding va thj trwding, Nobu céu, mong muén va ddi héi ciia khdch hang [Nhu cit con ngui lakhs nigm cabin nha rong tgp th, Nhureu con ngs 18 ning trang thai cia cdm gid, khi thay thigu mot diéu gi dé, Cc nbu ef Nhwefa ry bao gban ni cit vt chit nh thi An, quando, sum 4p, vaan toa; nu céu xa hoi nut em Trang thaiciia gic tudng huge va yeu mény vi nua cu ca nhr nut tim hig ti thie va the hign bin ngs riéng, «am gic khith8yChayén gia tgp thi hong tao ra nh eu, ma nur ela mgt pan co bin cia in chat con ng. aan ae ‘Mong muén li mot hinh thic eta nhu cfu duge tao thanh boi van héa va tinh cich cf han, gui My c6 nu eda di vdi thy phim nhutog mong fawn mén Big Mac, khoai tay Mong musa chign, va nude ung c6 ga, Mt cé nbn 6 Papua New Guinea c6 nb cu vé thyfc phim nung Hin théenhu——-muén an mén khoai née, com, khoai lang va thit heo. Mong muén duige hinh thanh béi mot duduochinh don thé, xi hoi ctla ed nluin va dug mé t& nhut la déi tuigng sé dap ting nhiing ahu ci ny. ‘thanh bévaM hi dug hd tre bi quyén lye mua s4mn, mong mus trd thanh dai hei. Dua vio mong mmuén tenn cach a sas Ie, con ngudi ddi hdi ce sin phon v6i kha nang tg0 ra lg fch va gi tri cting alt sushi lng. Daina Cic cong ty tigp thj xudt sic im bit et thi gi dé nghién eft va tha higu cfc nbu cfu, Mongmuén cia mongmudn va dai héi cia khch bing. Ho thy hign cfc nghién ci ng tigu dng va phn cree ea eae lich céc ditlign vé ngudi tieu dimg, D9i ngd nhan sy cita ho ~ bao g6m ca cite nha quan ly cap Pawcbasaurer cao -ludn od ging thn eich gin gi Khich hing. Vi dy, Jame W. Cabela = ph oh ich ea hing ban lé Cabela ~ da dinh hing gis mi sag d8 doc cdc binh ln cia Khch hing va sa «46 tytay chuyénnhiingbink Iudn nay cho cle phong ban, anh du cfe vin dé quan trong lig quan dén khach hing, Tat Zappos, giim d6c diéu hanh ‘Tony Hsieh sit dung Twitter dé xy dng cde moi quan hg c4 nhan wéi khich hang va ngui lao dng. Hon 1,6 trigu ng tham gia trang Twitter cia Hsieh, Cdn 6 P&G, cfc nha quan ly cdp cao dnh that gian dé dén nha kich hing hoac than gia cling ho trong cic chuyén mua sim, Cée gidm déc quin ly thyiong higu danh mot vai tun tr nghigm cit pide ea nhing Khch hang c6 thu np thip dé thi }higu mong mudn dn siu cia he d6i vei vige hoan thign chat hing cude song Dbesnstibftraong |S xut th trading ~ Sén phim, Djch vu va ‘Trai nghigm a ae Nhu cfu va mong muén cia ng tidu ding duge théa man bing ce dé xut thj truiding ~ su se earand, —_kithopetia sin phan, dich vu, thong in, hose tei nghigm dug dura thj tung aban dip ing Gehvotay di hw cfu ho§cmng mudn. Ci dé xudt th rung la khong gid han da vi nhiing sie phn vat nghiemduge ly. Chang eng bao gm dich vy ~ cc hoat dong ogc lo ich dep dung cho ban hing, von la éxarathitrvéng _hitng yéut6 v6 hinh quan trong va khong, dn dén yen shit batt th gh. Cée dich vu ngin nai ta hing, hing Khong, kich san thué vast chia nh caning vid dig i, acta von Ng hc a rung cing bo gi cc thi th Henn da cin, tieu dng, W cite thing tn va tng, Vid, chign dich "Pore Michigan” «ip thj Michigan nat digm dé Chang tiga cin wong ip th Sai lim trong vige théign sucha, qua mic én cic sn phd cy thé ma cong ty dua Fabon alg ieh vvatrainghigm do ce sin phim niy mang la Syteaods Hanh déng

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