MỤC LỤC
Do nguoi tieu dung muon san pham co chat luomg cao nhat so voi so tien hp bo ra nen cac nhd san xuSt tap trung tao ra nhieu san pham co chat luomg cao, tinh xao va khong ngung cai tien chung de thu hut khach hang. Mac dCi Marketing cd the giup cong ty dat dugc muc tieu thoa man khach hang, thu dugc Igi nhuan nhung dong thfri cung cd nhung hoat dpng bat Igi cho epng dong (xa hpi) nhu gay 6 nhiem moi trudmg, lam can kiet tai nguyen, anh huemg sure khoe ngudi tieu dhng.
Nhu vay, de tao ra gia tri khach hang cac nha quan tri Marketing co th£ tao ra su ket hop doc dao nhung lai ich ma khach hang muc tieu nhan duoc bao gom chat lugng, gia, su thuan tien, giao hang dung han, dich vu trudc, sau khi ban va ca nhung gia tri vo hinh khac. Quan diem ban hang de tarn den nhu cau cua nguai ban la lam the nao de bien san pham cua minh thanh tien mat, con quan diem Marketing thi quan tarn den y tudng thoa man nhung nhu cau cua khach hang bang chinh r ■ằ osan pham va tat ca nhung gi lien quan den viec tao ra, cung umg va cuoi ciing la tieu dung san pham do (Hinh 1.1).
Marketing tiep tuc van nhan manh den phan ti'ch va thoa man khach hang, dinh huong nhung nguon luc cua cong ty de tao ra san pham ma khach hang muon va dieu chinh theo nhung thay doi ve nhu cau va dac trung cua khach hang. - Thuc hien kiem soat va danh gia Marketing: hoach dinh, thuc hien va ki£m soat cac chuong trinh, chien luge Marketing, danh gia cac rui ro va loi ich cua cac quyet dinh va tap trung vao chat lugng toan dien.
Lua chpn triet ly quart triMarketing: c6 ndm huong triit ly qudn tri Marketing dan dat chien luge Marketing Id san xuat, san pham, ban hdng, Marketing vd xa hpi. Nhung quan diem quan tri ndy da trinh bdy chi tiet a phan dau cua chuong ndy.
Cong ty muon chien thang tren thi truong phai dap ung nhu cau cua khach hang mot each cd hieu quabang cac san pham va gia ca hop ly, tao tien loi cho khdeh hdng va phai c6 each thong dat thfch hop. - Vi trf uy tm cua doanh nghiep tren thi trudmg: Ndu doanh nghiep da chiem ITnh dugc thi phan cao thi luc d6 khong can tdn nhieu chi phi cho cac hoat dong xuc tien nhung van ban dirge h&ng.
La nhung ca nhan hoac to chuc cung cap cac nguon luc (co the la san pham, dich vu, nguyen, nhien vat lieu va nguon nhan luc) can thiet cho hoat dong cua doanh nghi Su tang gia hay khan hiem cac nguon luc nay tren thi truong co the anh huong rat nhieu den cdc hoat dong Marketing cua doanh nghiep. Su thiiu hut hay cham tri ve lugng cung ung, su khong bao dam ve chit lugng diu vao hoac su tang gid tu phia nha cung ung cung gay khb khan cho cdc hoat dong Marketing boi vi diiu do c6 the gay tac hai den kha nang thoa man khach hang muc tieu cua doanh nghiep yd chac chan se anh huong true tiep den doanh thu vi khdeh hang chuyen sang tieu dung cac san phim cua cdc doi thu canh tranh.
Viec nam ro nhung yeu to tac dong tao ra nhung su khac biet do tu phia ngudri tieu dung tir viec hinh thanh nhu cau, mong muon den viec dua ra hanh vi mua sam cung nhu nhung phan ung cua ho doi voi nhung tac dong tir phia moi truong la mot viec toi can thiet doi voi nhung nha hoat dong Marketing nham toi mi hoa cac hoat dong Marketing va tao ra Ipi the canh tranh cho doanhnghiep tren thi truong. - Tiep nhqn bi dong: Thong thucmg khi tiSp nhan thong diep tu moi trubng kfch thfch ben ngodi, con nguoi tiep nhan bang 5 giac quan cua minh, tuy nhien doi luc d6 Id qua trinh tiep nhan do hoan todn bi dpng, tuc Id con nguoi khong y thuc dupe su tiep nhan do, neu qud trinh nhan thuc chi ngung o day, con nguoi se khong ghi nho dupe thong diep vd dac biet Id nhung thong diep do hodn todn khong c6 y nghia trong tarn thuc cua con nguoi.
Mpt khi ket qua phan tfch cho thay viec thuc hien Marketing khong dung voi mpc tieu de ra thi viec nghien cuu Marketing phai dua ra duoc cdc \y do tai sao cd nhung sai lech do, dac biet doi voi nhung thong tin chi tiet ve nhung sai pham cu the se duoc thuong xuyen tim kiem. De giai quyet tat ca nhung van de neu tren, cong viec nghien curu Marketing phai trai qua mot qua trinh gom: thu thap, ghi chep, phan tfch vd xu ly dur lieu mot each cd he thong, nghTa la du lieu thu thap vd phan tfch phai theo mot trat tu vd mot logic nhat dinh dong then phai bao dam tfnh khdeh quan, tfnh khoa hoc.
Nghien cuu mo ta diing de diSn ta thi truong nhu dac diem, thdi quen tieu diing, thai dp cua hp doi voi cdc thanh phan Marketing cua cong ty vd d6i voi doi thu canh tranh. Nghien cuu nhan qua la cac nghien cuu nham muc dfch tim ra moi quan he nhan qua giua cac bien so cua thi truong nhu moi quan hp cua chi phi quang cao v6i muc dp nKan biSt nhan hieu, doanh so hay tac dong cua mot chuong trinh khuySn mai doi voi muc tieu thu.
- Nghien cuu thu nghiem (experimentation): La phuong phap thfch hgp nhat de thu thap cdc thong tin ve quan he nhan qua bSng c£ch tac dgng nhung thu nghiem khac nhau vao cdc nhdm thu nghiem khac nhau, kiem tra cdc yeu to ngoai lai vzi kiem tra su khde biet cua cac nhdm sau thu nghiem. C6 hai cdch chpn mau: chon mau cd xdc suat Id chpn mau mang tinh ngau nhien bao dam tat ca cdc ddi tuong trong dam dong deu cd cung co hoi tham gia vdo mau vd chpn mau phi xdc suat la ddi tuong duoc chpn khong theo qui luat ngau nhien ma theo su tien loi vd nhung danh gid chu quan cua nhd nghien cuu.
“Dinh vj san pham la edeh tao ra vi th£ cua san phfim trong tarn tri cua ngicai tieu dung de tao sic khac biet so voi ddi thu canh tranh” (Al Ries vil Jack Trout, 2000). *^)inh vj thi tncang la thidt kd nipt san pham cd nhicng dac tinh khac biet so vai san pham hope dich vu ciia ddi thii canh tranh va tao cho nd mot hinh anh rieng ddi vai khach hang”: (Philip Kotler vd Kevin Lane Keller, 2006). - Dinh vi doanh nghiep: Mot s6 doanh nghiep trong chng mot ngdnh tuy san xuat ra cac san pham co tfnh nang su dung kha giong nhau nhung lai co nhieu mat khac nhau nhu lich su hinh thanh vd phat trien, qui mo vd ky thuat san xuat, trinh do cong nhan, von kinh doanh, thi phan, muc do da dang san pham, chat luong san pham, muc do quan tarn den khdeh hang.
Thuang hieu chi8m mot ti trong lan trong tai san vo hinh cua doanh nghiep, tai san vo hinh cua doanh nghiep bao gom ba bp phan: gia tri thuang hieu (brand equity), v6n tri thuc (knowledge capital) va nang lire cot loi (core competence) vi nha thuang hieu noi tieng ma doanh nghiep co the ban hang dugc nhieu han, gia ca cao han va do do Igi nhuan mang lai se nhieu han. Nhttng y tuong do co the xudt phat t€r khdch hang, t£r nhung chuyen tham quan day d6, t€r quan sdt canh tranh hay tu viec xem trien lam trung bdy, tir nhung y kien cua nhan vien trong doanh nghiep hay cd the t€r viec dp dung phuong phdp cua nang luc tu duy sdng tao md trong d6 pho bien nhat Id phuong phdp dong nao do Osborn de ra.
Mot van de thuong xay ra la cac doanh nghiep hay giam gia nham tang doanh thu23 horn la lam cho nguoi mua tin rang san pham cua doanh nghiep cd gia tri cao vd vi the nd dang gid cao. Mot sai lam thuong gap khac do Id viec dinh gia theo chi phidugc su dung nhieu horn la dinh gia theo cam nhan cua khach hang ve gid tri cua san pham vd cdc thanh phan khac cua Marketing mix khong dugc tinh toan trong gid thanh24.
Muc tieu nay co th£ dugc dp dung trong nhung truong hop nhu can tan dung mot each tdi da cong suat thiet bi, can bao dam viec lam day du cho nguoi lao dong hay khi doanh nghiep bdn ra khoi lugng Ion thi kha nang giam chi phi se cao vd Igi nhuan lau ddi se tang va cuoi ciing se gianh dugc vi trf dan dau ve thi phan de c6 Igi the canh tranh so voi doi thu. Trong thuc te, mot san pham moi hoan toan vua duoc tung ra thi truong thuong duoc cac doanh nghiep dinh gid cao nham tim kiem mot muc loi nhuan tot29, con voi mot san pham da dupe thi truong biet den khd lau vd hien dang doi dien voi su canh tranh gay gat tu doi thu se phai nghi den viec ha gid hoac cung cap them nhieu dich vu gia tang nhdm giudupe thi phan sin c6 cua minh.
Nhung nguai tieu dung thuang phan tan theo dia vd c6 nhung yeu cau da dang ve chat lugng cung nhu ve so lugng san pham, trong khi d6 cdc nhd san xudt thi lai tap trung vd chuyen mon hod nen can co ngudd phan phoi de dua san pham vd dich vu tai ngudd tieu diing dung vdd yeu cau. Muc do chiem ITnh thi truang cua san phdm thuang chiu anh huang bai so luemg, vi tri, kha nang tham nhap thi truang, hinh anh, dich vu va cac ke hoach Marketing cua cac nhd buon si, buon le.
Mat khac, khi su dung trung gian, tbng led nhuan cua cong ty co the tang neu muc ban cua trung gian vugt cao han muc ban do cong ty tu phan phoi. Tuy nhien, su dung qud nhieu trung gian se lam nha san xudt giam hin nhung moi lien he vai nguai tieu diing, dong thai phai tang cuong giam sat kenh.
- Anh hirdng den quyet dinh ve gia: Nhung nhd ban buon va ban le thuong cd anh hucmg Ion den quyet dinh ve gid boi vi ho la ngudi tiep xuc thudng xuyen vdi ngudi tieu dung cuoi ebng, dong thdi cung nam ro gid doi thu canh tranh, nen ho cd du co so de de xuat viec dieu chinh hay thay ddi gid cho phu hop voi tung luc tung noi. Nha ban le (Retailers). Ban le bao gbm nhieu hoat dong kinh doanh lien quan den ban san pham cho nguai tieu dung cuoi cung la ca nhan, ho gia dinh. Day 1& giai doan cubi ciing trong kenh phan phoi. Nha san xuat, nha nhap khau, nha ban si cung co thi tham gia bdn le khi ho ban h^ng true tiep cho nguai tieu diing cuoi cung. Nhung phan Ion cong viec ban le v& chiem Imh thi truong lil do nh& ban le chuyen nghiep dam nhan. Sau khi nhan thong tin ve san pham, hau het khach hang bat dau den cac cua hang ban. Do vay, vi tn cua hang, chung loai san pham, gia ban, vat dung, nhan vien ban hang, giao hang, dich vu khach hang.. la nhung yeu to quan trpng de hip dan khach hang den cua hhng. Nguai tieu dung thufrng c6 nhieu hanh vi mua ngoM ke hoach, do d6 nhung diem ban le can dat a giao lo, trung tarn thuang mai, noi c6 nhieu nguai qua lai, sip xep trung bay bit mat, huan luyen nhan vien ban ve chao mai khach hang, tM trg cho cac su kien.. de kfch thich nguai tieu dung. Cac nha Mn le c6 nhung chuc nang chu yiu sau:. Tham gia tien trinh phan j)hoi bang each tap hop va phan loai san pham tir nhung nhil cung cap khac nhau, dong bo, sip xip san phim de phpc vp nhu cau phong phu v& da dang cua khdeh h&ng.
Nhung hoat dong xuc tien dugc the hien qua nhan hieu, bao bi, gian hang trung bay, ban hang ca nhan, dich vu khach hang, hoi chg, cuoc thi, va nhung thong diep qua cac phuong tien thong tin (nhu bao chi, truyen hinh, truyen thanh, thu, ap phfch, phuong tien van chuyen..). Do la viec thiet ke nhung chuong trinh truyln thong Marketing ket hop tat ca nhung hoat dong cd tinh xue ti6n-quang cdo, ban hang ca nhan, khuyen mai, PR, Marketing true tiep- de cung cap mot thong diep nhat quan den khan thmh gia muc tieu nhdm dat duoc nhung phan ung nhu doanh nghiep mong doi tu ho.