Chong 1 BAN CHAT CUA MARKETING — Tis khi View Nam chuyén: sang-nén’ kink té-thf trudng theodinh hudng xa héi chi nghia, thuat ogir marketing dang ngay cang'duge sir dung phé bigh trong Jinh vyc kink doanh. Ciic doanh nghiép nude ta hign nay dang hoat dong trong m@t moi tuéng day: bién dong. Hon nia, qua” tinh héi nhap cita nén kinh té mudc ta, voi khu-vye: va thé gidi dang two ra cho'cdc doanh nghiép naig co hoi va thich thé mdi: Hai viin dé co bin nhat trong. thuc té ding dat ra cho cde nha kink doanh dé 1 nbu cau titu ding.trén thi wudng Wig ding cd nhin ‘Kin’ cong nghiép) thuting xuyén bién déi va mic: dd, Canh,tranh ngiy cing’ gay gat tén.pham vi toin ciu. Cig doanh ngbigp-Viét Nam 1é tt nhign cing gap khé khan hom do-xuat phiit diém:thap'ként vi‘ nhiéu nguyén nha’ cho. quan khic. Con dubng nio dé gitip cic doant nghiép tén.tii.duge va vuon én manh mé trong co ché thi trubng nghiét nga hign-nay. Cach ‘day: nbitt dounh hghtép phii thich tmg véi thf tru’ng, ue hank duge hogt aah cla doanh nghiép theo dink: hugng thi tn ct Noi ciich’khie doanh, enghigp phai..quin’ tigt! wish 1. kin ah theo’ quia Biéni marketing va van dung mot hye te 1.1 Quan ‘diém marketing rong. 1 kin dant Cong vite ‘dau én cia. chting ta La phai xem xet triet ly cia cde chute kinh doanh duge biét wi nhw 12 quan digm marketing, bai vi nd li nén sang cho hing tw duy méi trong. ‘quin ul kinh dounh. Sh bioauan flém quan dant nhl Quai tinh phat trign cia.nén kinh te ndi chung cling nheicta cae doanh net néi ri¢ng 14 qué-tinh cade. nha, quan tri deanh nghiép tim kidm cde thee quip gf khie nhau. Trong He? st diva dang td ai nbiéu quan diém quintrrdoanh nghigp khic, ah uing wong winthat 5 quan digi: dinh hutdng quan ui ‘anh ei dudi Giday.. a) Quan diém qudn tri doanh nghigp theo’ dink hudng: scat xndt 2Theo quan diém Ady ngudi.ta cho ring dotinh nghi cia’nén kinh té, vai rd-clla thi trutmg chua-cugc.chiy. dgjanh cia doanh nghiép 6 day 1% cung chua- dip amg cau, sin ‘pha xuat ra chdc chan tiéw thu duge, canh tranh chua cé. Nha quan ring néu san xudt san pham véi khéi luong lén, bin trén thi trudng rong v6i gid thap chéc chin ngudi tiéu ding sé.mua..Ho quan tam-dén khau sn xudt, tim moi-cdch dé hoan thién.quy winh cong nghé, chuyén mon hod vA hop ly hoa lao. ddng sao cho, dat nang suat cao hat. Bién phip chi yeu dé mang. lai loi nhudn cho doanh nghiép Le gidm’ chi, phi sin xudt sie kil chi tigu, Doi véi nhiéu doanh nghiép Vig . ohiit ta c&c-doanh nghiép déc.quyén, quan diém nay vin mang lai Igi ich cho ed doanh nghiép, ngudi tigu ding va. xf hi. Tat nhién chting ta thay ngay ngoai nhimg diéu kign thi trudng néu trén quan diém nay khong gitip doanh nghiép c6 thé thanh cong én nhimg thj trudng cé sy canh tranh that su, cung Ién-hon.cdu, sin phdm da dang phong phi. / b) Quan diéin: qudn tri-doanh nghiép dinh:huéng vao sdn pham Nhiéu nha quan tri ché ring yéu 16.quyét dink dén sy think cong ca doanh nghiép trén’th] truting' lA sarrphincedcchatchegng (ot, ¢ conhiea ~~ cong dung vA Unh nang’ méi. Ho cho ring néu cé sin phim tuyét voi thi khich hang sé tr dén. Oi hg ma khong’ cdn phdi 1am gi-ca. Trong tam quan trj ho dinh cho hoat déng nghién cttu hodn thi¢n san phim va cdi tign cdc sin phiirn d& 6 so cho 16t hon sn phim cia ngudi can tranh. Viée nang cao chat Ing Sén phém 1a rat cdn thiét vi canh wanh tén thi trudng. vé chat Iuong 1A ong cu,canh tranh quan trong. Tuy nhién néu chi chi ¥ hoan thién san phim do minh dang san xudt'sé dé roi vio * tat ean vet marketing do (nh nghia thj truéng eta minh qué hep. Khi nhu cdu th (trutmg thay’ dg. -nhimg sin phém thay thé’ xudt hign véi tinh nang tic di ng cao hon tj di sin phim cia doanh nghiép tt dén dau cling khong. con ngutl Ma nina Negudi kinh doanh quat dién khong ncn quan niém bi rude cit minh 1a ‘thi trudmg quat ma phai quan nigm day 1A thi truting ic qhiét t didu hoa khong khf ndi chung, boi-vi khi thu _ Map cita ng si dan snan hy di chuyén sang dung may:diéw hoi nhiat in pham tor nhat: citig khong chae thi iruemg: ed¢) Quan diém quan tri doanh nghiép theo dinh hudng ban hang O day céc. nha quan trj doanh nghiép dit nhan thie duge thy trudng ltrung ram eda nén kinh té, doanh nghiép tén tai vi phitt irién nhu thé nao phy thudc vio sif chap nhan cia thi tru’ng. Cac doanh nghisp di tung né lye yao khau ta thy. tim moi cach dé bin duce nhiing im ma ho da san xuat-ra. Ho cho ring chi cén o6 phuong php vi thi tot TA c6 thé ban bat ky ci gi cho bat kY ai, vi ngudi tiéu ding hoan toln cé thé thuyét phyc duge. Cic nha quan tri tip trung vao té chifc, “hoin thién Iue lugng ban hiing,.16 chitc cic hoat dong khuyén mai, tim ra Ac phitong ‘phap ‘bin hang mdi, quang cdo cho sin phim... Muc tiéu 1a diige. cing nbiéu sin phdm cing tt. Loi nhuan dya trén ting Ivgne Bin ti da, di, eo thé 1am thiét hai cho ngudi tiéu ding. Quan diém nay ‘r Fang’ chi gilip cho doanly nghi¢p thanh cong trong diéu kign sAn phdm chia ho khé bi thay thé, cdu-¢ fa vuot-cuing qué mic, canh tranh chua gay gat. Nhin'chuiag, khi quan"hé thi trugng di phat trién 6 trinh dé cao, chi tap trung’vao khau tiéu thy 1 khong dit dim bdo cho doanh nghiép thinh corig’trong’dii han. Kt sin pharm da bi 16i thdi. khi doanh nghiép khong c6: chién luge kinli doanh tét, thi di: cé. quing cao vA bin‘ hing gioi dén‘ dau ciing khong: thé-thinh cong d Hién nay nhiéu doanh nghigp Viet Nam vin dang chiu su chi phoi-cfia.quan diém nay trong Kinh doanh:nén khong thich ting duge trude nhing bién déi én cla thy “trudng. Dang nhiéu ngudi 6 pyée ta di nhdm, lin cho ring day li quan diém marketing. : { doanh nghiép theo markeling hign dai Quai y Khing- dink didi-kiga co-bin dé dat duge _ Mhing misc tigu cha doanh aghiep trong kinh doanh 14 doanh nghié inli duge nhing nhu cfu vA mung mun cila thi trudng myc teu dim bio ‘tho’ main nbu cir va-mong muén dé bang nhing phuong thttc hiéw qué lion so v6i cdc d3i thi'canh tranh, " : N6i.mét céch don gin. quan diém marketing nghia JA doanh nghién can phai tim kigm loi nhudn thong qua thod min nhu cdu cia cde nhém khich hang. Vi vay, thye chat cdc hoat déng marketing déng nghin véi. hoat dong kinh doanh ci. doanh nghiép: Quan digm nay Hién quan t6i si thay ddi'vé mye dich vd phuong phap kinh doanh cia doanh nghi Quan digm mar fing-ngu’i quin ui downh nel (Jp ung chi ¥ vao thod min nhu cd kheich bing) how 1h ¥ ép phai 3 hitch hang (dink hudng theo’ vim hign tai eta cong ty (dink.hudng san xual) hode vio cdc phuong phip thu hit khéch ‘hing cho san pham hign tai (dinh huéng bén hang), Quan diém marketing ddi hoi doanh nghigp phii phiit tie nhan dang nhu edu cia khich hang rdi sau dé nghi ra cdc san phim va dich yy ham thoi-mén nhitng nhu cdlu nay. Theo cach nay, cde nha quan ui marketing cd thé thoa min nhu cau ngudi tigu ding higu, qua hon trong hign wi, dy bio nhing thay déi nhu céu ngudi ti¢u ding tinh xd hon trong wong lai. Ket qua cudi- cing 1a kink doanh hiéu qua hon, trong dé khach hang duge thod raiin-tét how va cong ty cé'igi nhuan nhiéu hon. e) Quan diém nharketing coi trong loi ich xd hi Theo quan diéin marketing théng thudng. dé 16i da hod Igi ich cia minh, doanh nghiép chi chi-trong dén thoa man loi ich cua ki! nén cé thé'dan dén lam thiét hai dén loi ich chung ctia phan dan cu khdc. Vi du, doanh nghiép khéng chi ¥ dé vé moi tung, khong ligt kiém tai nguyén, khong 6 trach nhi¢m thuc hign cic nghia vy x8 hdi. Cicinhom bao vé ngudi tidu ding. bio vé méi utmg da va dang dau tranh quyét lie! din dén cée doanh nghigp phii ‘thay doi quan digm kinh doanh theo “hudng phai quan tm dén loi ich cba xa hoi néi chung. Theo quan diém nay. nhiém vy etla doanh nghiép la xéc dinh ding dfn nhing ahu'cdu, mong mudn va Igi (ch cita ede th] rubng muc Uéu, én co sO d6 thod man nhu cdu va mong muén dé hiéu qua hon cic d6i tha canh tranh. déng thoi phai thod man Igi fch ca toan xa hoi ndi chung. O day doanh ighigp phai ket hgp t6t gi ich cia ba luc luong IA xa hi. khach hing va doanh nghiép. 1.1.2 Nhiing triét ly cg ban cia quan dém marketing Nhu vay, xu thé wit yeu trong fich str la cdc doanh nghiép phai dung quan diém marketing wong inh doanh néu muén tén tai va wign lau dai ving chac wen thi trutmg. Guan diém marketing gidp doanh nghiép thich tng duge voi. thi trudng ‘cath wank quyét ligt hién nay: Dudi day, chting ta cd thé Khai. quat nhang Ur tudng chu yéu hay widt IF co bin cla marketing tong kinh’doanh eta doanh nghiép. Nhimg tr tuéug nay duoc coi la nén ving cho viée thyc hanh marketing cia mdi doanh nghiép. (1) Doanh nghiép phai nhan thite duge vai tro cue ky quan tr ctla Khach hing de suc idn tai, tang trudng vitng chic va law Khach hang mang lai doanh thu vi loi nhuan cho doanh nghiép. Nhu cau va mong mudn cba khich hing phai duge thea min mot céch (i wu. 8thod min nhu edu cba khich hang [a ir moi bd-phin wong doanh nghigp chit khong phi nha qui tr] edt cao hay bd phan marketing. Do’ vay. doanh ngh ép phai coi nghién eth thj inéng vai nu edu eta khéeh hing Ja cong-vige dilu tiga phai the hign tude khi cua ra cdc quyét Jinh'kinh.doanh. Hot dong kinh deanh eha doanh nghiép theo quan digm ny rketing phii nam, vio nbing thi (rudng-myc lieu cu thé te [i mhing: nhém khich hing cu.thé, chit khéng phai J& thj wudng néi chung. (2) Nhimg ngudi quan uj 6 cic cap khic nhau trong ton doanh nghiép phai nhan the duge méi quan hé gitfa cii¢ bO phan chite ning veng vige thod min nhu cfu eta khich hing. Doanh nghi¢p duge xem hu 1a mot thé théng nha etta tit ed cde tye lugng tap rung dap ting nhu edu. ditih true cla khach hang. Trong ht théng do. hinh don i bg phan thudng dinh hudng dén‘cée bd phin khac trong cong ty, Mai bo phan khong duge vi Igi ich rigng etia minh mi hinh dong anh huéme dén su thod man khich hing, 7 : (3) Ton doanh nghiép phai quan ram tii déi mdi s ciing nht cic howt dong marketing ‘hac. dé.dip tng nhu cdu 1s muda cla thj titmg muc déu di Iya.chon. Cie nha guain tri phai quan tam dén anh hudng ce vige git é phim mdi, dich vy mdi, 6 loi nhudin ela cong ty cd hién tai va tong lai. Pk sin pham méi Li'digu kien dé doanh nghiép tén ta (4) Cae nha quin tri doanh nghiép danh gid cao vai 1rd sang ago cit ting Wong vige chuyén cc nhin 16 thoi cd va nguén lye thinh eve tiém nang thi tudng co lot ahudn vi thanh ‘ic myc titu va hinh dong ix loin doanh nghigy. Hog dong marketing ddi hoi phai nang dong sang (go vi luén luén phai thay déi dé thich thig-véi nhing thay déi ctla Keting-bén ngodiv. Vi yay, m: keting khong chi li mot khoa hye ma cén la nghé thuat trong kinh doanh, (5) Dé dat nhimg mye tigu-thy truéng. doanh nghiép phai sit dung hop cde cong cy marketing duge phéithgp mot cach dong bo. cd ng dé tye nén site manh téng hop wenithi tung. Doanh p ng'chidn Ing kinh doanh chung dint trén sy tham ec bd phan chtte.nang, Day 1A ohimg dink huéng i cic bO phan chie nang khite nhaw trong doanh. nghisp, he id phan marketing. Tir de, thiet L pay hop tie giita ee mue tide va hank it sao cho myc tigu va hinh déng ea time phorig ban duye hiéu. duvic chap nhan bei eae phony ban khiie. Doanh nehigp h nhigm etia moi ngubi, cot nghién ctat phat trign dai han, viing chéc. ”,hoat dong theo guan diém marketing di hai phii say dung cae chitn luge. cic ke hoach marketing vA mét ap hgp ede bién. phip hanh dong cy thé trénith] truég. (6) Muc tigu cht ye Su eta hoat dong ma nhuan’ cho doanh nghiép nhunig day khong whi {a Tot nhui mia Ja Igi nhuan dai han va i6ng thé. Dé thu duge Iq nghiép thutng phii qua nhigu muc tiéu trung gian khé nhiéu doanh ngh da hy sinh Joi nhuitn ngdn han va bé phan dé dat myc tigu lau dai vi tong thé. Dac big vie dat Igi nhugn t6i da-phii dya ten cot sé thoa min hu cdu cita Khaéch hang ‘chit khong phiti lugng’ bin 16i da mhu quan diém-biin hang. Néu so sinh quan diéni marketing voi be quan diém quan ui doanh nghiép trutéc.d6 chting ta sé thy su khéc nbau: vé-muc tiéu kink. doanh,. yé bién phip kinh doanh, é trong tam chit at phn didm ¢ ‘eita hoat, dong kinh doanh. Cac hoat déng: kinh doanh cia doantt fghiép asi quan ‘didin . mnarketing. khong chi nham thod man khach hang qua dé dat nhimg myc tigu cia cong ty, ma cdn phai tim ra cdc cong cu marketing higu qua phir hop véi loi ich ngudi tigu dig, Tat nhitn, khong phai tat cd cdc cong ty. thyc hign kinh doanh ‘theo eiich nay, Nhidu cog ty chi nha maith vi san xual va bin hang. Doanh nghiép lany mark ing thyc Sit phai tai ‘thi * day dit tat cd cdc wiét ly kinh doanh wen. © 1.2 Khai niém marketing Mot trong nhimg van dé vé quan diém duge tranh wan dai ding trong marketing 1 dinh nghia n6. Trong thy¢ té, nhiéu ngudi bao gém cd cdc nha quin ui kinh doanh -* thuong cho ring marketing 14 ban hing hoge quang cdo. D6 thye su 1a cde phan viée cla marketing nhung marketing 6 pham vi rong 16n hon rat nhiéu, Cé mot day dai ahGng hoat dong khong phai l& sin xuat nhung thuc sur gép phan vio io ra hang hoa va dich vy. Nbing hoat dong nay phai duge tién hanh trude khi siin xual, trong qué trinh ee ti¢w thy va trong giai doan sau khi bin, dé chinb 1a cic hogt dong marketing. ‘Theo ching toi. edch hiéu tong quat ahat yuan niém marketing mot khoa hoe vé sur truo déi, né nghign cite vi gidi quyét ai ca ede quan 10he tao di gift mde 16 chtte vei moi rudy d6 dat dune nhimg mye ticu citi né: hop ¢ a via deanh nghigp nliior thea siuin nla ede etia the wring mye view thong qua gud arinh wan doi, gitip-dounh nehi¢p dat mue tide toi da hod yi uhugn. bén bgoai, gitip cho ts chite iw kink deant, marketing lé tip Higp hoi marketing My di dynh nghia marketing 1a qua tinh ke uch hod va thyc hign cic vin dé vé sin pham, dinh xtic Uén vi phn phdi cho si h vy va ww uréng dé tao ra su trac déinham thoa miin cdc muc tigu cia ed nhan va té chite. Cor theo Philip Katle thi marketing la hoat dong cua con ngudi hudng t6i su thoi nhu cau va ude mudén thong qua céc tin uinh trao déi. Su khac nhan giita cic dinh nghia nay chi & quan diém, géc dé nhin nhin vé marketing va tit cd cdc dinh nghia déu ding. Cée dinh nghia da chi ra marketing cing duge tg dung cho hog dong ella ciic t8 chife phi kinh doanh vé cd quan digm. nguyén ly vi ky that, marketing. - Marketing dugc ting dung rong’ rai wong edic lnk vt van hod. thé thao... Tuy. nhién Jinh vyc ching ta nghién ctu & diy la marketing (rong Kink doanh ctta cic doanh nghigp. Cac dinh nghia marketing déu nhadn manh dén im quan trong ctr suf trae di loi ich gua dé’ thod man cae. mue tiéu ctta ca nguei mua hin ngutsi bili dit bo la eat nha hay t6 chtte. DE phuc vu cd ngudi mua hin. ngudi ban, marketing Tp trung vi tim kiém nhu cau va mong mudn cia cc khéch hing tiém nang vi tim cach thot min nhing nhu edu nay. Cac khitch hing trign | Yong gom cil khiich hang ci nhan vi khich: hing 10 chitc.Chia khod dé dat cdc muc Uigu etta cd hai bén 1a ww twéng trao déi nhing tnt c6 git Wy] gitt hai ben sao cho méi bén déu nhan. dure loi ich cao hon sau khi trao dai. marketing khong thé tach rai hot dong trao di. Nhu-vay uo dai 1h mot khai nigm trung gian nigm marketing. Dé mot tra ai i Mich cho kh tén tai cin Phai 66 cde digu kign saur + Cie bey déu cd mony mudn v. “¢ hit ning thoa'n eben ed the ino Jéi théng tin cho-nhau. Marketing suat hicn trang bd qual with. wag déi hay qua trinh rung tin cud marketing, VWd kigm. phat hign vit thod man nhu edu eta ngudi vidu ding nhy thé nao? BE higu duge marketing ta phai bigu due tim quan trong ct phat hign vi-thod man nhu edu cua ngudi tigu ding. ncta marketing #4 phat hign ra nhu céu vi mong mudén cha khich hang vém i vay. oghién ci nbu cdu cia agit jt dohg cot [di cia marketing. O day ching ta phai nl Unie due su Khe bigt gida nhu cau. mong mudn va nhu chu wén thi tung ¢6 khé nang thanh toiin. Day chinh 1a 3 cap d6 éila nhu cdu ma nhimg nguéi kink doanh cin phi biét dé higu thoa min nhu cau thyc al lag : Truge hét, wed & day duge hiéu la wha cde ur whié hién khi con ngui bdi mot hang hod hi ng Xuat han thiy mot trang thdi thiéu hut edn duge dip ting i nao dé, Nhu edu ty nhién tén tai vinh vi Neudi kinh doanh khong thé sang to ra ma chi co thé phat, hi tim cach dip tg. Ho can, phan loai nhu'cdu ty nhién theo nhiing teu thie nbat dinh dé thay duge ho dang kinh doanh nbimg hing hod. dich vu phyc vy cho nhu'cduny nhién nio. Nhu edu ty nhien c6 thé phan loi m quan trdng ci né déi véi ngudi du ding dé thay winh wr ft tigu ding thod man: cdc nhu edu eta ho. nhw thé nito? Sin pham dich vu ddp tng cho nhimg Isp nhu cdu tu-nbién khite nhau ddi hoi phuong the marketing khdc nhau. . Mong nut 13 nhu cit ty nhién nhung da duge chia sé béi kién thite; van hoa va e4 tinh clia con ngudi. D6i 1 nhu cilu uy nhién, khi dd con ngudi muén dn mot cai gi dé. Dya vao kinh nghitm qua khit va dic tinh ca nhan mot ngudi cy thé sé biét thod man cai d6i cla ho nhu thé nao. Ngudi tim marketing gidi phai lam cho ngudi titu ding huéng nhu cdu tw nhién vao nhing hing hod va dich.vy do ho san xuat. Vi dy. cong wibia Ha Noi lam marketing thyc chat 1A Jam cho mat bd phan ngudi tigu ding cd khét thi nebi dén u6ng bia va khi mudn udng bia ho chi nghi dén bia Ha Noi chit khong phai ede nhiin higu bia khée. Ngudi kinh doanh phai (go ra mong mudn ctl thi trugng vé mat hang minh nehia 1a sin phdm va dich vy cu thé 1 do cde nha kinh dounh nght ra chit khong phai cé sn trén thj trudg. ngudi gu ding chi cé sin nhu cau uy nhién ma thoi, Vi du, ngudi tiu ding cd nhu cau tinh todn, thong tin nhung phuong ti¢n thyc hign nhu cau nay nhur cdi ‘may tinh lai la do cic nha kina doanh sang to ra. .néu chi fam cho nguditicu ding co mon nhimg san phim eta doanh nghigp fa chia dil. Neutti Hew ding mudn vé ont phai 26 kha nang mua ngh Doanh nghiép phai thanh tadu. Marketing ph mi ho ¢6 thé mua duge, nghia la véi gid ca phis hgp véi sie mua vA C6 tai noi hy c6 thé mua.. Marketing khong ch! dimg lai véi nhiing ¥ tong pay sinh tir phat hign nhu cau trén thj trang. BOi_vi doanh nghiép 141 nhi éng the thod_man tat cd nhu edu cia ngudi tiéu ding, né phai tap trung né lye vio nhiing nhu ciu nha cin cia mot hoic mot so nhom khich | Ring tiém nang cy thé. Dé chink i dif trudny muc tiéu.cht doanh nghiép. Cic chién luge va chuong’ tinh marketing cla doanh nghiép sé wuc tigp nhim vao cdc thi trudng mc tian cu thé dachon, Marketing quan niém thizriténg chinh 1 {4p hop kchdch hing hi tai va tiém nang cia doanh nehiép, nhimg neudi cé mong mudn va cé Khd nang mua sin phdm cia doanh nghiép. Noi'cich khac, thj trudag doi v6i doanh nghiép chinh lit tOng sé cau cita loai ‘sin phadm mi doanh nghiép dang kinh doanh. Nghién, exfu: thi trudng: chit yéu la nghien ctu khich hang cla déanh nghiép. i : Dé thod man nhu ciw eta ngudi tigu ding qua dé ti da hod loi nhuan cho doanh -nghiép, cdc ahilam_ marketing phai phat trién cic 14 mong mudn nay phi duge dim bio bang tién,* chign luge . xdc Jap marketing hén hop véi bén bo phan_chi n phim, chién lve gid, chién Iywe_phan Pho, chign luge xiic tign-hén hop Uiubng duge goi lk 4P. Doanh nghip phai phat‘trigén cic chuong tink marketing cho timg san phim én timg thi cudng, trong 46 x4c.dinh mite d6 va thdi gian thuc hién ting bién phap. Méi-chuong wink marketing bao gém nhidu bign phap marketing cu thé duge cde phong ban khéc nhau trong bd phan marketing thuc hién, Doanh nghiép phai cung cap cho thi trudng nhig san phdm cé thé thoa man nhu edu cia ho t6t hon cée-doanh nghiép khéc, Sein phéim trong marketing duge hiéu la mét tap hgp cic véu 18 va thudc tinh thoa man ohu cdu vA mong mudn cla nguii tien diy ang Jai gid tri mong muén » cho ho.va vi chiing mi neiéfi gu ding di chon mui Su thod man nhu edu ve Mong muon cos ngirst tiéu ding wrong marketing duge hiéu nh th¥ nto? Mite dé tho’ mar eta ngudi tidu ding h duge alu edu trén thi trubne ob kui dig. cung cap cho khitet. hang nhitg san pharh -phu thude vio sy sojsinh git gid tri tidu ding - cdc Igi ich ma ho nhan due khi sir dung sap pham voi chi phi ma hg phai bo ra dé e6 duge san phim dé. Inj tidu ding chinh 1a su danh gid cla nguei teu ding vé kha cla san p ddi véi ho. con chi phi chith 1a tat c& nhimg phi tén-vé tién bac, tho ic. luce dé cd duce sin phim d6. Mic dQ thod man cha ngudi isu ding con phy thuge vio sirso sinh gilt gid jiri Géu ding thy té hg nhan duge v6 gid wi ma ho ki vong, Néu doanhinghiép lim cho ngudi-tiéu ding ky vong. quit én ma thu té khong ding thu vay ho sé that vong. Ngudi tiéu ding hai Jong ho sé we thanh khach hang truyén théng cila doanh nghiép, tigugc lai aéu ho that vong ho sé co nhing phan img tidy cuc cé hai cho doanh nghiép. Nhu vay marketing higu qua bao gém indt hénshgp cée he kink doanh huéng: yo thod man-khdch. hang duge lap ke hoach va thy . hign béi nha quan tr] marketing nham; Lam ‘cho qué triih.trao-déj7hang ~. hog dich vu dign ra dé rang theo cdc myc tiéu'da dink ee 1.3 Vai tra cia marketing trong kin doanh va trong xa hol 1.3.1 Val trd cita marketing dét vél doanh nohién : Hiéu theo nghia rong loan bd cic hoat dong kink doanh la cac hoat dong. marketing tirhinh thanh tudng sin xuat mdt logi hang hod dén irién khai san xuat vi tiéu thy dé hing hod dé thyc sy duge dita ra thi wudng. Vig quing cdo, xtic tign, dinh gid va phan phdi [A nhing chtic nang co ban dé tiéu thy hang hod dé. Vi vay cdc doanh nghiép phai lam marketing néu mudn kink doanh that sy trong:co ché thi truéng. * Marketing gidp cho doanh nghigp ¢6 thé t6n tai ai va ving chic tren thi trudmg do 16 cung cap kha nang Thich tng véi nhing thay déi cua, thi tru@ng va moi truding ben goai, Thanh cong cia doanh nghi¢p phy huge ho ec cung cp duge cho thi trudng diing cai thi truémg cn. phi hop voi mong muén va kha nang mua cia ngudi tigu ding hay khong Marketing di tao ra sickél n6i cée hoat dong sin_audt_cla doanh aghigp vai thi tring trong. tat ca cde giai doan cua qué tinh uti san’ xuat, imarketing da cung cap cdc hogt déng tim kiém thong tin tir t rong va iruyén tin vé doanh nghiép ra thi rudng. nghién citu phat trién san phim méi. tiéu thu san pham, cung cap dich vy khach hang...Marketing duge_coi 1A chite nang guan wi_qua ng_NHat cia doanh nghiép-N6 déng vai tr két néi howt dong cita cic chute nang Khiic '6i thi trudng. Né dinh husng hoat dong cho cite chite nang khéc nhy san xudt, nhan sy, ti chinh theo nhiing chign luge. di dinh, Tat nhitn b6 phan marketing chi c6 thi-hoat dgng tot néu cé vy phoi hop va img hd ctia céc bd phan chite ning khdc. Mat khac khi lam cae quyét dinh marketing nha quan trj luén luén phai tinh dén anh hudng ciia cdc BS phan chifc nang khac. Vi du nguén von, trinh 46 cong nghé, tinh trang lao dong anh huGng rat én dén céc quyét dinh marketing. Nh& quan tri phai phéi hgp duge céc chitc nang voi nhau dé tao nén stic manh tong hgp trén thi trudng. : . 7 1.3.2 Val trb cla marketing 61 él ngudi tidu ding: Hoat dong marketing khéng chi cé Igi cho cdc doanh nghiép kinh doanh ma né con cé loi cho. ngudi tiéu ding. Mot 16 chitc kink doanh hay 10. chic x4 hoi chi tn tai vA phat trién chimg nao né cdn cung cap duge ich Igi vé mat kinh tf cho khdch hing cia névich Ioi vé mat kinh d6i vi khéch hang 18 6 ché ho. nhan-duge gid uj cao hon chi phi m¥ ho bo ra dé mua hing hod 66. Mot san ph3m thoa man ngudi mua 1a sin phim cung cap nhiéu tinh hitu {ch hon sin phim cia ngudi canh tranks C6 5 kiéu Igi-ich vé mat kinh’té c6.thé thod man nhu cdu cia khdch hang: hou ich vé binh thc sin. phdm, vé dia diém, vé_thdi gian, ve sii hiju_va vé thong tin. Marketing gitip khau san xuat tao duce tinh hitu ich vé hinh thite sin phim baag viée truyén dar nhu.cdu cha ngudj tiéu dine vé sin pham v6i hinh,thitc’va, dic: tinh. cla né tdi nhimg ngudi lap ké hoach uat. Khi san pam c6. mat dting noi mA cé nguéi mudn mua né th) sin pham d6 cé tinh how fch vé dja diém. Vigc dy trit sin phdm dé cé sin ngay khi ngudi tiéu ding can sé tac ra.tinh hitu ich, vé mat thoi gian cho khich hing. Loi ich vé mat sé hitu xudt hién khi ket thiic hanh vi mua ban, khi. dé ngvdi mua c6, toln quyén sé. hiru va sir dung ‘sin phim. Nhing ngudi fim thi trung con. tao ra tinh. hitu ich vé thong tie bing vié¢-cung cap thong digp nhu quing cio. Negudi mua khong thé mua dugé sin phim tt khi ho bigt_né'cé & dau, khi nio véi gid bao nhieu... Phan Ido ede tinh hit ich .niy.duge sdng tuo bai cdc hoat d marketing,1.3.3 Vai trd ciia marketing dl vél x8 nai ‘frén quan diém xd hoi, marketing duge xem aher li toan bo cde hot dong marketing’ wong mot nén “ki hh te hay mot hé thong marketing trong xi Hoi. Vai wd hoi c6 thé dune mo ta shit ass Khi chiing ta xem dua hang hod tir nguéi san-xudt dén ngudi tieu ding c6 u ldn dén van dé phiicyloi xa hoi. GO nhime nude dang phat wigs nbuVier Nam_nang cao higu qua hoat dong cita kha u_ bain buon, ban le, n Je, van ta, kho tang va céc khia:canh pha shic 1A nguyén tic co bin dé. cao, mic song cla xa _héi. Dé cd thé dat tdi mite phiic loi x4 hoi hit mong muén. mot dat nude phai buon bin trao déi vi cic nude khdc hoae phat wién céc nguén lye trong nude, Buén ban quéc té duge thuc hién va duge tao diéu kién oat'dong dé dang bang marketing. Trong nhiéu trugng hgp, cic nude kém phat trién nghéo khé 1a do hé théng marketing qué tho — ee cung cp duige mot chat ligng cudc sdng cao hon. 1.4 Wai suy nati vé van. dung marketing trong thuc tien VidtNam = Quan diém marketing va khdi niém marketing da cho ching la thay 16 ban chat cla marketing. Trude hét, marketing 1a mgt khoa hoc cung c&p mét tp hop kiéni thie gidi quyét quan hé giifa t6 chife véi moi truéng bén ngoai, cé déijtugng va muc tidu aghién ctu riéng. Tut hai, marketing tré thanhytiét ly kinh doahh cla moi loai hinh doanh nghiép va 16 chitc. né déng nghia hoat dong kink doanh néi chung. Theo Peter Drucker “ marketing la hét ste co ban dén mite do khong thé xem n6 1a mot chic nang riéng:biét. No 1 toan bd cong viée kinh doanh duéi géc dé két qua cu6i cing, tite 14 dudi géc 66 khach hang... ‘Thanh cong trong kinh doanh khéng phdi do nguéi san xudt, ma chinh la do khach hang quyét dinh.” Thit ba, marketing 14 mOt chite ndng quan tri chi yeu trong doanh nghiépivdi chite nang nhigm vy cu thé - thye hién cde hoat dong marketing va! @ vay cén mot bo may nhan ser cu thé, Thue ar, marketing 1a mot inh vyc-nghé nghiép thuge khéi quin tri ‘kinh dean 16te canh cu thé trong dounh nghisp, tir giim doe é marketing. Cé nhan thite diy dit vé b ndi dat marketing vao ting vj tri eta no Kinh doanh, khong tim thudmg-hos. hoe nhan thie phidn dign vé ie 1a & nude ta do kinh té thi trudng mé: dang & giai doan . in duc cia nhan thite cit cén rat nang né nén c6 qua nhieu [ech laces trong nhan thite vé marketing. Digu ndy di lim cho khoa hoe marketing cham duge pho bign v3. vin dung tigt dé vao thue tig kinh doanh. Chiing t6i cho ring MOL Sd sdch dich vA mot so ngudi chuyén tir “marketing™ thanh tir wep thi” da lam ngudi ta higu nham, don gian hod ndi dung khoa hoc réng Ién ctia marketing, * DE quan diém marketing thye sy di vao sin xuat kinh doanh ctin doanh nghiép thi khéng thé thiéu 18 chic nhan su. Doanh nghigp edn duge 16 chiic theo 4 linh vue, chife nang quin tri chi yéu 1 san xuadt, nhin sy, i chink va marketing (tt nhign con 6 cée bO phan khéc nh nghién ctu & phat trign...), Hién‘nay, cic doanh nghiép Vigt Nam dang 'én tai nhimg mé hinh té chic ma chite ning marketing nam 6 qué nhigu bg phan khitc nhau. T6 chit Quan'tr} doanh nghigp e6 bo phan ic na it cd cdc hoat dong marketing cia voi mot tap hop ede chi y marketing véi chitc ning thye hién ta doanh nghigp trén thi tudng dang IA mot ddi héi cap bach eta thyc rign kinh doanh. Tuy thee quy m6 ctla doanh nghiép mi bo-phan nay duge té chtfe theo nhiing hinh thie khiie nhau nhung doanh nghiép nao ciing cin 6 nhimg can bé chuyén nghiép dé thuc hién cdc chite nang quan tri nay, R6 ran, doanh nghiép nude ta cin nhanh chéng chuyén tir eo cau 16 chic bg may quan ly tuyén thong Sang co cau t6 chite quan I¥ méi ma & dé bo phan marketing dugc xac lap vdi chite nang 16 ring, Chite nang quan uj mavketing tt nhign phai dat tong mdi quan he bign chimg véi cdc chtte nang khiic, nhimg né c6 vi tri dae biét 18 cdu noi gifta cdc bO phan chic nang, khéc ciia doanh nghigp véi thi trutmg ben ngoai. Hoat dong marketing dinh huéng cho hoat dong cita ci bé phan chife ning khéc va né cling phai dat trong quan he hitu ev vai cde bo phin khde cia dounh nghigp. G day egn phic lai mt lin nit. nha quin th marketing Him ede qu: khong thé ita rong diéu kign nude ta rat cin ede eo quan, ta vi me 6 nhan. thie day dit va dung din dé tao ra nhiing diéu kign thuan \yi moi truéng php ly va ca ahi aip lye ahi huone nay.dac biét quan trong déi vdi cc doanh nghiép nha nse ih doant trong nhing ngainh déc quyén,Chuong 2 KE HOACH HOA CHIEN Luige VA QUA TRINH QUAN TRI MARKETING Muc tiéu cila chyong nay 18 gigi thieu qué trinh quan tri marketing, chi ra nha quan tri marketing phai quan ly cdi gi dé dat higu qua, chuong nky cling sé gi6i thitu khudn Khd. td chic, cde-chuong, tip theo. Trong tam ciia chutong nay [i qué trinh k& hoach hod. chign. Juge va-quan hé cha n6 t6i qua trinh ké hoach hod marketing, : 2.1 Ké hoach hoa chién Iwoe.. 2.1.1 Ké hoach hod chién iuge 18 gl?" - K€ hoach hod thue chit 1a viéc doanh_ngbiép dur dodn trude wong lai (co hoi va nguy co) cia doanly nehiép Urdé xic lap cdc muc tiéu va dinh hugng hoat dong dé thich tme véi tuong lai phitn dim bio su phat “ign lau dai va ving chae tren thi trugng. Day 1k quan diém quan tj doanh nghiép chird chit khong phi. theo kiéu“‘nude dén chin méi nity” ke hoach hod 18 cong vige thiting xuyén cla moi t6 elite “hién dai. Trong mot doanh nghi p tat nhién cé nhiéu edp ké hoach hod. Truée khi ngudi quin xuat, quan tr} marketing. quan tri nhan su, quan uj tai‘chinh ¢6 thé phai tidn chien lutte va KE hoach cho phéng ban cia minh thi tét nhat fA doanh nghiép phai xay dmg chign Iugc vi ké hoach téng thé dinh huéng cho hoat dong cita toin bo doanh nghiep. Ké hoach hod chign luge chinh 1a viée xay dung ké hoch kinh doanh téng thé cita-tokn doanh nghiép chita dung nhimg dinh huéng chien luge lau dai cla doanh aghiép. Ké heach cha timg phong. ban s® duge xe lap dua trén mat ké houch tong thé cia dounh nghigp: . Noi eich khadc, cdc heat dong ke hoach héa truge hét phai duoc thye hign & cap quan trj cao nh inh ring ching ‘ " a. doanh nghiép. Gia di eng ham Wong mot 16 chite kink doanh Ién-cé mot sé don vi kinh : on as 19a ting don vi kinh doanh va ctia ting phong ban chite nag. Cite chién luge va K€ houch marketing duge b¢ phan marketing xay' dung ciing phai duge dinh hudng theo myc tieu va noi dung cita ké hoach chung da phai duge phat trién cho ton bo doanh nghiép. Cac muc tieh va chien luge di duge thiét lap 6 cap cuo nhat cung ciip ndi dung. cho ké hoach hoa & méj don vj hodc phong' ban. Céc nha quan ly cdc cap thap hon: cap don vj kinh doanh hodc phong ban chiic nang sé phat trién cic ké hoach cia -ho trong pham vi hudng dan cia ke hoach kinh doanh tong thé. Trong thuc té, thudng cé sir ln lon gitta ke hoach hod chign luge va ke hoach hod marketing. Ching ta cé thé phan biét theo cdc cach sau day. Thur nhdt, ké hoach hoa chign'luge thutng duge thc hién & cap cao hon trong 16 chiic, dé 1a clip ap doan cong ty, nhém hoac khu yuc kinh doanh chién luoc. G nhimg caip nay muc tiéu 1a rat rong (vi dy loi nbudn wén von dau wr hay doanh thu) va cdc chién luge 18 rat chung (loai bé nhiing nganh san xuat di suy thoai va ddu tu'vid cdc Tinh vuc khde nhau). © mite cdc don vi kink doanh, ké hoach marketing cé cdc myc tigu cu thé (vi dy phi thi tru’ng) va chién Iugc (vi du khai thdc cdc doan thj rung nhd). Su khic biét Mut.hai 1a do thdi gian hiéu luc ciia cdc ké hoach, cic ké hoach chin luge thutng cd thoi gian dai khodng’3 dén 5 ndm.hay dai hon, trong khi cfc ké hoach marketing thudng c4p nhat hang nam. Tai sao cic doanh nghiép phai quan tam dén ké hoach hod chién luge, Nhiéu doanhi-nghiép thanh :céng nhét hién nay 1a do nhiéu nim truéc ho da dua ra san phdm vao diing thdi gian cho mot thi tuéng dang lang truéng manh. ‘Diéu tuong wf cing ding vdi cdc té chic ‘cba chinh phii va ede t6 chiic sphi Ii nhuan, Nhiéu quyét dinh quan trong trong qué khit ciia cdc 16 chitc dé da duge lam ma khong cén cé ké hoach chién lugc, Cac quyét diah dé dya trén su khon.ngoan tham chi chi la sy may man da dita cdc t6 chite.d6 tdi vi tri ngay nay cla ho. Tuy nhién, cde-nha quan tri ngay nay dang ngay cAng nhan ra rang chi cé sy Khon ngoan va ure gidc sé khong thé thanh cong duge khi diéu hinh hoat dong cia cdc _ cong ty Ién trong méi trudng thay déi hién nay. Cac nha quin ly ndy dang quay vé v6i ké hoach héa vé mat chién Inge. Ké hoach héa chién lege bao gdm tat cd.céc hoyt dong dén tai phat trién cdc nhiém vu rd rang va cde chién lege ucng tng dé dat cde mae tiéu cho toda bg t6 chive. So d6 2.1 thé bién qua trinh ke hoach héa chién 20luge. N6 chi ra rang mot 1é shite phai thu thip thong tin vé sy thay déi ede nhan to méi tring ctia nd, Nhimg thong tin niy gitip cho 16 chite thich nghi tot hon vdi nhiing thay déi qua qué trinh.ké hoach héa chign: Woe, Cie ké hoach chign luge va ig gitip ke houch sau dd duoc hyc hign trong méi trudng. Kél qua cita viée the ign. nay duge chuyen tre Jai nhu nig thong tin me. dé sue thich nghi tiép.tuc dién ra. 2.1.2 Qua trinh ké hoach héa chlén tuge Dau vio clia-qua trinh ké hoach héa chien luge la ede thong tin vé thi wudng va moi. trugng marketing ding dé phit-trign mot ke hoach chién luge, Dau ra cia qué trinh ké hoach hod chién luge 14 ndi dung ke hoach vé mat chién luge.-So dé 2.1 chi ra bon yéu t6 cla mot k€ hoach chién luge Ja nhiém vu. ruc tiéu; cée.chign, luge vA danh mue dau tw. Sau day ching ta sé xem xét kpting yeu 6, So dé 2.1 QUA TRINH KE HOACH HOA CHIEN Luoc rr VA Ta ND x nen one Loge in ene iKinh Cong nghe * 7 Xa hol Naigm |. [Muc tigu) | C82) | Ké hogch CChinh = Ludl pap jaca Pr cian foo) EE fn] anh myc Ca nguén lye sin one |-enae | fs ee diy ci 1hj trutng sd eae t : Taye hign . 2.4.2.1 Nhlém vy cita 18 chic Timg 16 chite déu phi. c6 cdc ngudn lyc'dé:duy ui td chite. bat ke U6 18 16 chute kink doanh, true dai, hoc hay co’ quan chfnh phi, Voi su. thay déi cde nguén luc nay. doanh nghiép phiti cung cafp cho thj truong hing, hang hoa vi djch vy é mife’gid vi chat hung’ c6 thé chip nhan, MOit6 chic tén tai dé thye hién nhiém vu who dé trong mdi trugmy hoat