marketing dot pha - smith.n studio

8/3/2019 Marketing Dot Pha - Smith.N Studio

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Li ni u

Hot ng marketing ngy nay ang thay i nhanh chng. Tuy nhim v ca marketing vn l b sung gi trv gia tng li nhun cho doanh nghip, nhng marketing khng cn l mt b phn chc nng thc hin nhngcng vic c vch sn. i tng ca marketing cng khng ch l sn phm, gi c, phn phi, khuyn mnh trc y, m c mrng hn v bao gm c tri nghim v hnh trnh tiu dng ca khch hng. Chai lnh vc ny i hi nhng ngi lm marketing phi tp trung vo cc vn nh quy trnh, con ngi

ng thi cn thu hiu khch hng mt cch su sc. Nhng yu t mi ny mang li nhiu chi tuyt vi cng ty to nn s khc bit, nhng chng cng l mi e da mi vi nhng doanh nghip yu km. Marketinggiy tr thnh th v kh li hi gip doanh nghip qun l khch hng, knh phn phi, th trng v lnhun.

Cng tc marketing thay i nhiu hn di p lc cnh tranh ton cu ngy cng gay gt, c bit l cc thtrng m. S tin b vt bc trong lnh vc cng ngh thng tin to iu kin thun li cc nh cungcp v khch hng giao tip v t quan h lm n vi nhau, song li khin cho cc nh cung cp bc l nhngyu km ca mnh nhanh hn trc. Hiu qu ca marketing trthnh mi quan tm hng u ca ban gimc, v th h ngy cng ch nhiu hn ti vai tr v chi ph marketing.

p ng yu cu mi, nhng ngi lm marketing phi lin tc trau di k nng v t tri nghim khchhng lm trng tm ca mi hot ng kinh doanh, ti u ha knh phn phi v giao tip, cng nh cnchuyn t vic n thun l bn sn phm/dch v sang vic cung cp cho khch hng cc gii php ti u.

l l do ti sao cng ty IBM chng ti li tp trung u t pht trin dch v t vn marketing trong cc lnhvc nh qun l quy trnh v tch hp marketing vi cc chc nng khc nhau trong doanh nghip. Cng v ldo m chng ti h trxut bn cun sch ny. Cc bn s tm thy nhng nt chnh trong hot ngmarketing ang din ra ti cc cng ty hng u trn th gii.

Martin Jetter- Tng Gim c v trng b phn t vn cng ty IBM ng Bc

u-Ralph Schuler

- Trng b phn t vn qun tr quan h khch hng cng ty IBMTy Nam u

Li gii thiu

Mt chin lc thng ch c th p dng thnh cng mt ln duy nht. Qun i khng dng i dng li mtcch nh. Theo Binh php Tn T th s ty bin chnh l b quyt ginh chin thng. Thay i tn ti -nghe c v d dng nhng y l c mt ngh thut sng khng hn gin. Trong mi trng cnh tranh ngy

nay, khng phi doanh nghip no cng c kh nng tiu chnh thch nghi v chin thng. Cun sch nykhng phi l mt li ha gip mi ngi u chin thng, m n l li ng vin, khuyn khch cc cp qunl t duy v mi trng marketing theo mt cch thc hon ton mi - mt phng php cch mng. Chng tirt thn trng khi chn t cch mng (revolution). T ny c ngun gc t ting La-tinh c v khi dng tronggiao tip hng ngy, n ch c ngha n gin l quay trn. Ngha ny c s dng mi cho n khi NicolausCopernicus(1) ly lm ta cun sch tm huyt ca ng xut bn nm 1543 nhn dp sinh nht ln th 70Cun sch c tn V s chuyn ng quay ca cc thin th (De Revolutionibus Orbium Coelestium). ng chkp nhn thy mt bn ca cun sch khi n c t vo tay ng lc lm chung. Khong 60 nm sau, GalileoGalilei(2) quyt nh dng pht minh mi l knh vin vng chng minh vi mi ngi rng Copernicus ng, ngha l tri t quay quanh mt tri. V iu ny i ngc li c tin ca Gio hi thi by givn ng

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h Thuyt a tm nn Gio hong Urban VIII mt mc bc b v buc Galileo rt li nhng iu va cng bGalileo kin quyt t chi. Mc d ng b trng pht v nim tin d gio ca mnh, nhng ngi ta khng thgit cht cc tng tin b.

T cch mng ngy nay c hai tng ngha. Tng th nht ch nhng hin tng c tnh lin tc, nn tng vquay vng. Sau nhng pht hin gy rng ng ca Copernicus v Galileo, t cch mng mang thm mt ngha mi hn, mnh m hn cp n mt s thay i trit . Tuy iu ny tht ng lo ngi, nhng nubn c tnh pht ls thay i th khng c ngha l mi vic vn sc gi nguyn theo trt t vn c.

Nhiu cuc thay i ang din ra trong th gii kinh doanh v cc cng ty cn chuyn ha tn gc mi mongchng chi c trc s vn ng ny. Vic xem thng hoc ph nhn s thay i s ko theo nhng huqu nghim trng. Mt doanh nghip khng chu thay i, khng lin tc hon thin chnh mnh s trnn cngnhc, thiu linh hot trc tnh hnh mi v chc chn s b cc i th cnh tranh nh bi. Cun sch ny datrn rt nhiu cng trnh nghin cu uy tn v nhng kinh nghim t hot ng marketing ca cc cng ty a ra nhng tng c tnh cch mng. y l li thch thc i vi phng php marketing truyn thngng thi khuyn khch cp qun l t duy v khch hng, cng vic kinh doanh, chin lc v cng cmarketing theo mt phng php hon ton mi. Cng nh nhng cuc cch mng thnh cng khc, phngphp ny c xy dng da trn nhng g din ra trc y v qua cho thy cch thc sng to tng laiC th l phng php mi cp n thc tin th trng hin ti xem xt vic lng cc yu t vn ha

nhn khu hc v nhiu mi lin h khc nhau vo mt doanh nghip hin i nhm gip doanh nghip cnhtranh hiu qu hn.

c th pht huy tc dng ti a, cc tng mi phi d tip cn v d s dng. Ly v d mt tngthnh cng da trn cng ngh hin ti l my nghe nhc MP3 v iPod. Bn hy nghv n theo mt cch thchon ton mi, nh kiu ngi dn chng trnh ca MTV, Adam Curry, lm. Anh bt u vi mt vi cuhi n gin. Nu bn c tha m nhc n hng triu ngi qua Internet, vy ti sao khng th pht c ccbi din vn v nhiu ni dung khc na? Vy l ch trong vng 18 thng, Adam Curry lm dy ln c mtcuc cch mng v sng to trc tuyn. Thng 7 nm 2004, anh tung ln mng mt phn mm cho php bt cai cng c th sn xut v pht sng mt chng trnh radio ca ring mnh. Gi th bt c ai cng c th shu mt i pht thanh c nhn. Kh khn duy nht l bin son ni dung lm sao mi ngi cm thy mun

nghe.

Vic qun tr quan h khch hng (customer relationship management - CRM), phn tch hot ng kinh doanhv marketing a knh cng vy - chng cng s dng nhng phng thc hin c gip nhng ngi lmmarketing hiu thu o khch hng theo cch m trc y c xem l bt kh thi. Vn l khi thit lpc kh nng th bn phi lm th no pht trin quan h khch hng mt cch ton din, ng bi bnv theo cch thc ph hp nhm p ng ng thi im cc nhu cu lun thay i ca khch hng.

Cun sch Marketing t ph s gip bn khm ph nhng thay i ang din ra, qua xut nhng cchthc m doanh nghip c th p dng a phng php mi ny vo cng tc marketing trong t chc mnh.

Chng 1:

Ti sao phi lm cch mng marketing?SXUT HIN CA LC LNG KHCH HNG MI

Hot ng marketing ang phi i mt vi cuc khng hong giai on gia vng i ca n. T mt mnhc thut ra i cch y 80 nm, marketing c ng dng vo doanh nghip cch y 50 nm v ngy nay

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marketing trthnh mn hc tinh t chuyn nghin cu v khch hng v th trng vi kt quc khngnh trong nhiu lnh vc. iu ng bun l giai on chn mui, marketing phi vt vng u vinhng khch hng c tnh ng nh ca tui mi ln m mi n lc truyn thng giao tip vi hu thbi! Nn kinh t thng mi ha cao v th trng t do sau hn 30 nm pht trin thnh vng sn sinh ramt loi khch hng mi m nhu cu v mong mun hon ton khc vi ngi tiu dng 50 nm v trcKhch hng ngy cng i hi kht khe hn v cch chng ta tip cn, tng tc v giao tip vi h qua ccphn khc th trng, sn phm v knh bn hng. Trong mt th gii m cc thng l tin tin ngy nay s trthnh tiu chun cbn ca ngy mai, vic gi chn v thu ht khch hng vi chi ph thp ngy cng trnn

kh khn hn i vi cc doanh nghip. Nhiu cu hi c t ln bn hp ca ban gim c v tnh hiuqu ca marketing, v vai tr v thm ch vnh ngha ca marketing ni chung. Ch khi nhn din v quantm y n lc lng khch hng mi ny, cng tc marketing mi c th thnh cng trong thi i m gnnh mi mt ca hot ng kinh doanh u b chi phi bi mun ca khch hng.

KHCH HNG NGY NAY KHC BIT NHTH NO?

Khch hng ang sng trong mt th gii khc xa vi th gii ni hot ng marketing ra i v pht trin. l th gii m tri nghim mua sm tr thnh trung tm v mc tiu ca cuc sng. Cc sn phm xutxng hng lot tng lm khch hng mt thi ho hc ang b lu mbi c mun c p ng theo nhu cuc nhn mt biu hin ca i sng giu c, sung tc. Cng v l do ny m khi dch v tng trng nhanh

hn khi sn xut. hu ht cc nc thuc T chc Hp tc v Pht trin Kinh t, lnh vc pht trin nhanhnht trong vng 25 nm qua l dch v vui chi gii tr. Anh, dch v ny tng 340% so vi nm 1980iu ny khng c g ng ngc nhin khi bn tnh n s gia tng c v s lng ln quy m ca cc cu lcb chm sc sc khe, hng l hnh du lch, cc cslm p, nh hng hoc hp m ti cc thnh ph trnton th gii.

Mc thu nhp cao gip ngi ta c nhiu chn la hn. Ngy nay, mi ngi quen vi vic t quyt nh ssng th no, mua ci g v lm iu g. Tnh c lp c tip sc thm bi nhiu chn la cha tng cm cuc cnh tranh ton cu hin nay mang li. S lng sn phm cho bn gia tng vi tc chng mt khic thm nhiu siu phn khc mi. Chng hn ch vi mt loi nc cam, chng ta c rt nhiu la chn(nc cam ti, nc cam c c), thm ch c vi chng loi khc nhau trong cng mt nhn hiu nh

Tropicana vi th nc gii kht hng chanh, du, to Mi ngi c th chiu theo thch bt cht, dl nh nht, bng cch chn la sn phm ph hp vi mong mun ca mnh. V phng din lch s, kt qut c l v cng to ln. Mt i siu th trung bnh chu u cung cp 40.000 chng loi hng ha khcnhau m 5-10% trong s c thay i mi nm! Nu trli thi ku ca hot ng marketing th mt sla chn a dng nh th qu l him thy.

Khi cc i siu th xut hin ngoi vi thnh ph, tri nghim mua sm m chng mang li hon ton khc sovi nhng g m cc thng nhn bn l lu nm tng bit n. a s cc ch ca hng bn l ny u ht scngc nhin, trong khi doanh nghip ca h bt u giai on khn n do khng th a ra mt i schmarketing hiu qu. Nhng thay i trong lnh vc bn l tp ha, dch v ti chnh, l hnh, sn phm tinch qua cc knh truyn thng v knh thng mi in t mi xut hin gn y cho ra l mt hnh mu

khch hng hin i (mi la tui!). H t ra cc k xut sc trong vic a ra cc quyt nh mua sm v ckh nng la chn trong s rt nhiu sn phm/dch v. Chnh thi ny ph vln sng marketing tngqut qua cc quc gia ch cch y c mt phn t th k v to ra mt thc n a dng m chng ta thy ngynay. Trong mt th gii m knh truyn hnh MTV tin rng c th gy nh hng ln nhn thc vn ha cathanh thiu nin ton cu trong vng 48 gi, hoc ni cc c ng c b hu tr tui 80 vn khng ngng sosnh cc mt hng khi mua sm qua mng, th mi vic ang bin chuyn ht sc nhanh chng.

THM NHIU LA CHN

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Cuc cnh tranh ngy cng gay gt trong hu ht cc ngnh cng nghip gin tip gip ngi tiu dng cthm nhiu la chn, ngay ci vi cc chng loi sn phm c v nh hon thin. Ly v d bn ngnhcng nghip cch mng ha chnh mnh k t nm 1940. Trong ngnh cng nghip t: t nm 1975 n 1995, s lng mu xe th trng M tng gp 10ln, t 60 ln trn 600. Ngay c s mu u my xe la cng tng t 5 ln hn 30. Trong lnh vc thi trang: t 1980 n 1990, trong khi s lng mi c trung bnh gim 10 ln th slng kiu mu sn xut xng tng 5 ln. Trong lnh vc sn xut bt git: ngy cng c thm nhiu sn phm chuyn bit ha v a dng ha

p ng nhu cu git ty nhiu loi vi khc nhau nh vi trng, vi en, vi mu, len, ttm, vi t si thinnhin hay si tng hp, c km nc lm mm vi hay khng, v v s cc kiu ng gi, t loi thng nloi c c, vin, ti v dng lng. Trong lnh vc ung: vic p ng yu cu ring ca khch ti im kinh doanh to ra nhiu snphm a dng, thm ch mt loi ung nh Coca-Cola c n 50 kch cv kiu dng bao b khc nhauGiy bn c th chn chnh xc loi Cola m bn mun, nu bn c thi gian!

Trong cuc chin nhm tip cn lc lng khch hng mi ny, cc nh marketing i tin phong trong victm ra cc phng thc mi giao tip vi khch hng mt phng thc vt xa cc phng tin truynthng nh ti-vi, radio hay qung co trn bo giy nhng nm 60 ca th k trc. Cc cng ty c th qungco trn hu nh tt c mi th: in biu trng ln xe taxi, cc xe y trong siu th, v xe but, t chc cc

chng trnh, to ra s kin v trang thit b th thao. Mt s nc cn cho php in qung co ln my bay vxe la. Cc phng tin truyn thng i chng mi xut hin v cc cng ty c php tip th qua Internetthin t v tin nhn.

Ngi tiu dng mi chng li ln sng thng ip qung co gia tng mi ngy bng cch khng thm nhnn chng. a s phn ng theo kiu i ph thng, chng hn nh tt ting ti-vi, chuyn knh, li ccthng ip tr khi h tht s quan tm n mt chng loi sn phm hoc mt lnh vc no . Tht lm giantrun nu bn l nh marketing ang mong mun gip cng ty mnh ln mnh!

Bn cnh , khoa hc k thut ang chuyn giao nhiu quyn kim sot hn cho khch hng, gip h d dngqun l vic tip nhn thng tin v lc b nhng thng ip ngoi mun. Khi u ghi DVD trong a cng

c nhn trnn ph bin v mi ngi ngy cng c khuynh hng thay i thi gian xem ti-vi th nhiu khchhng c th xa cc mu qung co vn lm phin h mi ln xem truyn hnh ch bng mt ng tc n ntiu khin cho tnh hiu qu ca qung co truyn hnh ngy cng st gim. Khng may l phn ln trongs ny li l nhng khch hng ng gi nht.

Nhng thit b tn tin nh th ngy nay trthnh mt phn khng th thiu trong i sng ca a s ngitiu dng, bt k tui tc. Con ngi ngy cng trnn nng ng v di chuyn nhiu hn, cc cng c giaotip v gii tr mi ra i chng t khch hng ngy cng dnh nhiu thi gian tip xc vi cc loi my mcm i vi h, nhiu th trthnh mt phn tt yu trong cuc sng. Th khng ng n chic in thoi ding trong mt tun xem, bn s nhanh chng nhn ra s hin din ca n cn thit n mc no.

C th thi gian chng ta tng tc vi my mc k thut ngy nay tng gp 20 ln so vi 25 nm trc khimy vi tnh ra i. in thoi, thit b s h trc nhn, tr chi in t, my vi tnh, ti-vi, my nghe nhc vnhiu vt dng khc dng nh chim ht qu thi gian ca chng ta. V l, khch hng mi cm thythoi mi vi cng ngh, iu m cc nh marketing khng on ra c. H t kin nhn vi cc thng ipdi l th hoc nhng li cho mi phc tp, m ch thch dng nhng cch ngn gn v hiu qu. Ch vit tton m thanh c bit, mu sc v biu trng doanh nghip ngy cng c vn dng nhiu hn trong ccthng ip qung co nhm tranh th qung thi gian ch ngn ngi ny.

Nhng dng nh tt c nhng c gng l cha v cc phng php c th nghim vn tht bi khgi tr thay i qu nhanh trong nhn thc ca khch hng. Gio s Bernard Cova - chuyn gia trong lnh vcmarketing v l tc gi nhiu cun sch gi tr v lnh vc ny - m t cch ngi tiu dng hu hin

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chng li cc gi tr tin tin gn vi khi nim c nhn, t do, l tr v ton cu ha i ly cc gi tr truynthng nh cng ng, tnh xc thc v s gn gi, thn thin. iu ny dn n s ra i ca phng thcmarketing hu hin i nh marketing kiu b lc, marketing ngc dng v marketing da trn tri nghim.

MI TRNG KHCH HNG THAY I C QUAN TRNG KHNG?

Mt s ngi c th nghi ng tm quan trng ca nhng khuynh hng ny. Xt cho cng, nhng khuynhhng nh th s cn ko di v cc cng ty cn c thi gian iu chnh thch ng. iu ng bun l mt s

nh marketing phn ng qu chm chp. Nhiu nh marketing khng thy rng c ci g khng n. Cho rngmnh thnh tho k nng dng ba, h c thng inh gn mi th li vi nhau, trong khi mt phngphp nh nhng vi c vt hoc keo dn c th s hiu qu hn. i khi bn cm thy tht kh khn khi phiph b ht mi th v bt u li t con s khng, nhng iu l cn thit nu cc nh marketing mun khiphc hiu qu v nng sut ca cng tc marketing nh thi ku pht trin. Tuy nhin, n cnh bo angbt sng. Trong mt cuc kho st cc gim c marketing do IBM tin hnh ti 100 cng ty hng u ncAnh, 70% s ngi tham gia tha nhn hiu qu l thch thc ln nht i vi b phn marketing ca h.

Kiu marketing da trn cc thng ip qung co, sn phm khc bit, cc knh bn hng truyn thng v ttng mt co cho tt c mi khch hng ang trnn phi kinh t v phi hiu qu trong th trng hin nayKhch hng khng th nghe c g khi c qu nhiu cng ty mun ni chuyn vi h thng qua qung co v

khuyn mi. Hiu qu qung co ang gim st r rt nhiu nn kinh t pht trin. C ly l h ly ca sgia tng s lng thng ip m khch hng phi tip xc mi ngy, trong khi cc phng tin v knh truynthng mi ch gp phn gia tng tnh phc tp v lm gim hiu qu ca cng tc marketing.

iu ny din ra cng lc vic chi ph truyn thng tng phi m, bt k k nng nghe ca khch hng. Mtqung co trn ti-vi cnh cui phim MASH ti Mn c vi s lng khch hng gp 2,5 ln, vi chi phch bng mt na, so vi qung co trong cnh cui phim Friends 20 nm sau ! Nu tnh trn tng sn phmth chi ph qung co tng gp nm ln.

Giy, khch hng quan tm n doanh nghip thng tht vng, bi v h mang theo nhng mong i honton mi l m nhiu doanh nghip khng thp ng. Th h khch hng mi ny mong mun:

Cng ty ca bn c th giao tip vi h vo mi thi im, bng mi cch, cho d vo lc na m quain thoi di ng. Mt quy trnh n gin p ng nhu cu ca h. Thng qua vic mua hng, s dng dch v v h trsau bn hng, h mun chn la cch thc v a im tin hnh cng vic kinh doanh ca mnh. H hy vngbn c th gip h ci bin quy trnh theo nhu cu ca h, ch khng mun nghe bn dy h quy trnh l cig. C th phn tch quy trnh v cc li ch h so snh cc nh cung cp trc khi la chn. Trung bnh50% khch hng chu u s ln mng tm kim cc im bn hng chnh ca nh cung cp v so snh gi ciu kin giao hng trc khi i mua sm cc ca hng. Bao gi cng phi nhn c dch v xut sc. H c th ly tiu chun t mt ngnh hon tonkhc. thng l tri nghim tuyt vi nht ca hbt k ln h mua sm th g.

Nu khng p ng c nhng mong i nh th, doanh nghip s phi tr gi t. Khch hng c th s muahng ni khc v thm ch cn thc gic ngi khc lm theo mnh. Nhiu doanh nghip khng nhn dinc cc khch hng ng gi nht ti cc im tip xc, mc d h gp gkhch hng trong mt thi giandi v qua nhiu knh bn hng. Phng php lm vic ly khch hng lm trng tm ang thch thc tt c cct chc v doanh nghip, ngay c nhng t chc thnh cng nht. Cc doanh nghip phi t khch hng ln vtru tin hng u, bng khng hu qu s rt nghim trng. C th ly v d minh ha t ngnh hng khngcc hng vn chuyn gi r vn duy tr mc li nhun trong mt th trng m cc hng hng khng vi dch vtrn gi phi u tranh vt v tn ti.

THU HT NGI TIU DNG MI

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Hot ng marketing phi theo st nhiu mt ca s thay i v mt s cng ty bt u khai thc nhng vn ny. Cc tp ch kinh doanh v hc vin cng bt u bnh lun v s ty bin v thch nghi. Vy dng thayi no c xem l cn thit? Chng ta hy xem xt mt s ch chnh trong cun sch ny.

Nhu cu nng cao tri nghim ca khch hngTiu im ca marketing phi hng vo tri nghim ca khch hng vi thng hiu v dch v ca doanh

nghip. Cc t

ch

c c

n tc

ng vo c

m xc

xy d

ng lng trung thnh trong nhm khch hng ch

yuca h vi mc tiu trthnh thng hiu khng th thay th trong mt chng loi sn phm hay dch v no

. Khch hng phi cm thy rng hang c shu thng hiu . Nu doanh nghip xc nh y l cich m h nhm ti th tt c mi hnh thc lin lc v giao tip u phi tp trung cng c tng . Rtnhiu doanh nghip ch gii hn phm vi tng tc vi khch hng trong thng ip qung co v qua giao dchmua bn ti cc im bn hng. H qun mt mt thc t l i khi vic giao tip vi cc khch hng quantrng thng din ra ti cc trung tm lin lc, qua dch v hu mi, vi nhn vin h trti hin trng hocqua chu trnh thanh ton. B phn marketing cn tc ng vo ton b qu trnh tip xc khch hng, v h cxu hng d dng n nhn thng hiu khi hang mun c mn hng . Khi khch hng ngi trc ti-vxem chng trnh yu thch ca mnh hay lt web c nhng thng tin mi nht, h thng t quan tm ncc thng ip khuyn mi.

Cc quy trnh giao tip khch hng cn c thit k sao cho c th gia tng ti a gi tr thng hiu, m iuny c thi hi nhng thay i trit trong doanh nghip. Khi Continental Airlines hng hng khng lnth t ca M - bt u ci t cc trung tm lin lc ca mnh vo gia thp nin 90, h chuyn t vic sdng my tr li tng vi nhng cu chc ghi m sn v mt dy 65 ch so lng kt qu hot ngsang tp trung vo cc kt qu v cm nhn ca khch hng vi t tiu chun nh gi hn. iu ny to ra mtbc chuyn dch ng k v mc tha mn v lng trung thnh ca khch hng. Hot ng marketing cnci thin v khai thc nhng lnh vc ny nhiu hn na to li th giao tip v cnh tranh, ch khng nnch xem chng nh nhng hot ng n thun.

Nhu cu thit lp cc chin lc knh giao tip tt hn

Cc t chc cn ch nhiu hn n chin lc knh giao tip. Khi s tng tc gia doanh nghip v khchhng tng ln, ngi tiu dng mua dch v, dng sn phm, nhng li tm kim s tha mn thng qua tringhim mua sm. D bit vic tt qua mt ca hng nh mua hp sa kh c th gi l tri nghim, nhngTesco tp on bn l ln nht nc Anh - vn t cc l nng bnh trong ca hiu hng thm ta ra tbnh m ti ang nng em li cho khch hng cm gic th gin v thoi mi. Cc doanh nghip cng lunphi u tranh vi mt nghch l: h mun tr chuyn vi khch hng i cu nhng h li sgin on cngvic (v iu ny c th khng em li doanh thu mt cch nhanh chng!). Trong khi , cc trung tm lin lchay i ng bn hng hiu rt r rng thi gian l tin bc khi h ni chuyn vi khch hng. iu khin chovic hoch nh v thc hin mt phng php qun l knh giao tip bi bn trnn ht sc quan trng.

S chnh lch v chi ph gia vic s dng chin lc knh giao tip ca hng hng khng gi r v cc hnghng khng tiu chun c th l 10% chi ph vn hnh, hoc thm ch cao hn, cn hng cung cp dch vinthoi di ng Nextel ca M ct gim c ti 30-40% ph dch v m vn tha mn khch hng mc cao nht.

Doanh nghip cn khuyn khch khch hng chuyn qua knh thch hp nht mi khi h cn lin lc vi cngty. Chi ph vn hnh knh, mc dch v v tnh hiu qu l nhng yu t quyt nh vic s dng knh no ltt nht cho tng mc ch khc nhau. Ngoi ra, cc knh mi cng cn c xem xt vi l do: S ngi s dng Internet trn th gii tng 100 ln trong vng 10 nm qua v t trnh cao ccnc pht trin. Chng ta ang chng kin s thm nhp ca Internet vo mi mt cuc sng, t chc sdng nh mt cng c k thut, giy hu ht mi ngi u xem vic truy cp mng nh mt phn tt yu

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trong sinh hot hng ngy. S kt ni bng thng rng vi chi ph thp gip h lin lc vi cc cng ty bnkia i dng m khng phi tn km l bao. phn ln cc nc chu u v nhiu ni chu , mng ph sng in thoi di ng t n mcbo ha. Bc M, t l s dng in thoi di ng rt cao v cc in thoi di ng a chc nng th h thba cung cp cho khch hng dch v mua sm, u t cng nh nhiu cng c tm kim v nh v. Bn honton c th kt ni nhanh chng tin thoi di ng sang dch v thin t, tr li thin t hoc tm hiuxem giao dch mua bn trn e-Bay c thnh cng khng. Vi cng ngh s dng h thng qun l thng tinchng my chc bn s c th ni chuyn, gi hnh nh v thin t cng mt lc.

Cng ngh nhn din ting ni ang bt u cho php thc hin cc tng tc tin cy, d s dng vhon ton tng c khch hng nh gi cao.

Qun l knh giao tip phi c xem l trung tm trong vic xy dng chin lc pht trin doanh nghip. Cnxy dng cht lng cng nghip v tiu chun hot ng cho cc knh thit lp bo m dch v hiuqu v nng sut cao. Bn cnh , doanh nghip cn khai thc thm cc knh mi. c th mang li li chcho c khch hng ln doanh nghip, tt c nhng hot ng cn c thc hin theo tiu chun v c tdi ch kim sot chi ph nghim ngt hn.

Chuyn sang marketing da trn s phn on v p ng kp thi nhu cu ca khch

hngDoanh nghip cn thay th m hnh bn hng trc y v phi don nhu cu ca khch hng p ng kpthi nhu cu . C nh vy, b phn marketing mi c tha ra thng ip bn hng ph hp n ng itng khch hng vo ng thi im khch hng sn lng lng nghe nht. Vic doanh nghip ch bit truyn icc thng ip khuyn mi vo thi im ph hp vi k hoch marketing ca mnh cn sm dp b. Vic lachn thi im, a ra thng ip bn hng v la chn khch hng s quyt nh hiu qu ca doanh nghipV iu ny i hi cn c s gp sc ca b phn marketing. Nhim v ca hot ng marketing l gip doanhnghip hiu r hn v khch hng, bo m s kt ni vi khch hng ti cc im tip xc thch hp, o tov hun luyn nhn vin bn hng, tm hiu nhu cu khch hng v a ra phng n tt nht p ng nhucu . Cc gim c marketing cng cn m bo sao cho b phn dch v v cc b phn h trkhc nm

vng cc chnh sch marketing mi nht. C nh vy, hiu qu ca marketing mi c pht huy trit .

Gn kt ton din vic phn khc khch hng vo hot ng ch yu ca doanh nghip

Vic phn khc cn c phi hp hi ha vi cc hot ng v thng ip bn hng chnh ca doanh nghip tt c mi hot ng u to ra gi tr, doanh nghip cn thc hin thng sut vic phn khc v i thoi tt c cc khu. iu ny c ngha l cc nh marketing phi a ra cc thng ip bn hng v li cho hngcho tng phn khc c th ti tt c cc im tip xc gia doanh nghip v khch hng mc ph hp hnso vi hin nay. Nhng li cho hng cn mang tnh chin lc hn l chin thut v i hi s tham gia tchcc ca tip thmc cao hn. Thi gian v quy m chin lc l hai yu t v cng quan trng. Cp qunl cn nhn thc tnh thit yu ca m hnh hot ng ny. Trong tng lai, khch hng cn c phn khc

nh hn v chuyn bit hn vi thi gian p ng nhanh hn. Doanh nghip no p ng nhu cu khch hngchm hoc c phn khc rng s c nguy ctht bi cao.

Hot ng phn khc nh vy i hi doanh nghip phi nhn din c th tng i tng khch hng mi lntip xc. Bn cht tng tc gia khch hng v thng ip cho bn ti mi im tip xc cng cn cnghin cu k lng. Mng li csh tng cn c trang b nhm m bo hot ng c thng sutDoanh nghip cng cn tc ng n ton th nhn vin sao cho tinh thn qun tr chin lc ny c xuynsut trong t chc.

VCH RA HNG I CHO MARKETING

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Tt cang t cng tc marketing di nhng sc p cha tng c. Thch thc v tnh hiu qu cng vi plc gia tng li nhun y marketing ln hng u trong chng trnh ngh s ca doanh nghip, ng thi tb phn marketing v gim c marketing di s gim st cht ch ca gim c iu hnh v cc cngLi gii cho bi ton ny l phi to ra mt m hnh marketing mi, trong marketing ng vai tr nhctrng ca dn nhc chung. Cc nh marketing phi xy dng k hoch tip cn khch hng da trn tng phnkhc c th, h trxy dng chin lc knh bn hng, xy dng cc tng cht lng da trn cc gi tr cakhch hng. H cng phi suy nghv tt c cc im tip xc trong vng i khch hng. Ngoi ra, h cn

thit lp cc hot ng marketing vi m mi ln trao cho khch hng mt sn phm hoc dch v no . Tmli, hot ng marketing giai on ny phi c ci t hon ton c th gt hi thnh cng trong knguyn mi.

CI T MARKETING

C mt thc t l hu ht cc cng ty hin nay, b phn marketing cha pht huy ht chc nng ca n, thmch marketing khng c xem nh mt hot ng chin lc. Mt bo co gn y cho bit ch c 13 trong s100 gim c iu hnh ti 100 cng ty hng u nc Anh (theo nh gi ca tFinancial Times v SGiaodch Chng khon Lun n) tng lm vic trong lnh vc marketing v ch 61% trong s 1.000 cng ty hngu chu u c gim c marketing l thnh vin hi ng qun tr. Tuy nhin, kt quiu tra dn s ca

chnh ph Anh cho thy s ngi lm vic trong lnh vc marketing vn khng ngng gia tng. Nghin cunm 2001 ca Vin Qun tr trch dn mt s pht biu th v ca cc gim c marketing:Nhng ngi lm marketing ang thiu tm nhn xa mt cch nghim trng. Chng ti thua xa cc nh t vn

qun tr.Trc khi cp n k nng thng mi in t, chng ta cn gii quyt cc vn cbn hn, chng hn

nh: nhng ngi lm marketing c kin thc vng tin khng? H c hiu lu chuyn tin mt, chu k honvn l g khng? Cu tr li l khng.

Khi c hi phi lm g thay i tnh hnh, nhng ngi lm marketing cn c k nng no, h a ranhng cu tr li cn ng suy nghhn:

Ngi lm marketing phi c k nng ca mt ch doanh nghip nh, c th l hoch nh chin lc, lp k

hoch kinh doanh, ra quyt nh phn b ngun lc, hiu v ri ro... Tm li, h phi c s nhy bn trong kinhdoanh. iu m cc nh marketing cn thiu l cc k nng ca mt thc squn tr kinh doanh.ng lng ph thi gian thu ri li ct hp ng vi cc i l qung co marketing. B phn marketing ang

xa ri thc t v khng hiu mnh cn lm g. H vn nh nhng a trang chi bi phn sn quen thuc camnh, trong khi nhng ngi trng thnh ang lm kinh doanh phn sn bn kia.

Kt qu ln nht ca cuc tranh lun ny l s ra i ca Cquan Xc lp Tiu chun Marketing v Bn hngti Anh. Theo cho ca chnh ph, c quan ny chu trch nhim xc nh phm vi chc nng mi camarketing di s h trca cc chuyn vin trong ngnh, cc i l qung co marketing, ng thi xc lpcc tiu chun ngh nghip. Vn l cho n lc ny, tt c mi ngi u nhm ln chc nng ca b phnmarketing, vn coi xy dng thng hiu, nghin cu th trng, qung co, h trbn hng l bn cht ca

marketing. y l nhng rng ca quan trng ca chic bnh xe, song chng phi c s dng kt hp vnhn thc rng marketing l lm th no ton b cng ty c th thm nhp th trng vi nhng gi tr mkhch hng mun mua.

Chng ta hy xem xt mt vn khc, l cc nh marketing hay pht biu mp m, nc i. Khng himkhi h ch bo v khch hng v mt hnh thc. Khi c hi im u tin trong hot ng ca h l g, ccgim c marketing lun tr li rng l s hi lng ca khch hng. S trung thnh ca khch hng cngc t ln hng u hoc gn u. Liu y c phi l nhng tn hiu khch l? Cu tr li s l Khng, nubn bit rng: Phn ln cc gim c o lng s thnh cng bng cc ch s ti chnh ngn hn nh li nhun hngqu.

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Ch c 13% gim c, k c cc nh marketing, ch thn dnh thi gian tip khch hng. Theo s liu ca Cng ty qung co Ogilvy & Mather, cha ti 30% cc cng ty c nhng hnh ng cth nhm chng to dng lng trung thnh ca khch hng v 75% thm ch khng bit l do v sao khchhng khng trli vi h.

y khng phi l nhng k lc ng t ho v chng cn c thay i.

MNH LNH CA KHCH HNG

Chng ta cp n mt s thay i chung trong x hi, by gihy nhn gn hn mt cht. Li sng theokhun mu c sng chp nhn theo kiu mi ngi xung quanh u nh vy c ngy cng c khuynhhng nhng ch cho nhng i hi c nhn. Cng vi s chuyn dch theo hng c li cho cc c nhnring l l s xut hin nhiu la chn phong ph. iu ny mt mt to thun li cho con ngi khi gn nhbt c yu cu c nhn no cng c p ng, song cng to cho ngi ta cm gic cuc sng tht phc tp vlm tng ni bn khon khng bit ci g l thch hp nht vi mnh. Trong lc , nim tin vo cc nh t vntruyn thng sp v mi ngi mun tm kim thng tin cng s trgip t ni khc. Xu th chung l tinvo nhng con ngi c tht ang sng quanh ta v bt tin tng vo cc t chc. Vn giao tip x hi trnnquan trng khi n lin quan nhiu hn n vic bn quen bit nhng ngi nh th no, ch khng phi vicbn shu ci g hay chi tiu nh th no.

Trc kia, vic phn khc thng c xy dng trn gii tnh, ngh nghip v thu nhp ca khch hng. Xhi ngy nay phc tp hn nhiu v vic phn khc nh vy khng cn hiu qu. Ch trong thp nin vaqua c rt nhiu nhm khch hng mi xut hin v mi nhm li c tn vit tt ring. Bobos l giai cp tsn B-hem-mia. Tng lp trung lu mi c hc vn cao ny phn i vic chi tri. Hng h cc sn phmvi v bn ngoi khim tn nhng t tin v cao vn vn ha ca h. Nhng ngi BoBos ci nho khibit ai mua mt chic xe th thao t tin hiu Porsche, nhng h li sn sng chi n 300 bng Anh chmua mt chic m un nc. SKIers - ngi tiu xi gia ti ca con ci - l nhng ngi ngoi 50 tui quytnh hng th cuc sng khi bc vo tui x chiu. KIPPers - con ci trong s bo bc ca b m - l nhngngi trong tui t 25 n ngoi 30 mt cht, sng cng vi b m v h khng tin thu nh ringhoc n gin v nh b m tin nghi hn.

C th bn cho rng tt c nhng thng tin ny cng th vy, nhng th th sao cch? Vic g cc doanhnghip phi quan tm n nhng thay i nhy cm ny? Cu tr li l v cc doanh nghip cn nhanh chngthay i cch thc giao tip vi khch hng. Phng php trc y vn s dng hiu qu nay khng th pdng. Nu trc y bn c th ni: y l vic qu v cn lm th giy bn phi to iu kin thun licho khch hng bng cu: Mt khi qu v quyt nh th y l cch chng ti c th lm gip qu vCc thng hiu tuy khng cn kh nng dn dt mi ngi trong vic xc nh mc tiu, nhng vn c thgip h xy dng chin lc t mc tiu. Cc cng ty nhanh nhy chuyn qung co t ch thuyt phcsang ch can thip mt cch khn kho, kn o vo qu trnh quyt nh ca khch hng. Vic thuyt phcngy cng trnn km hiu qu, v th cc cng ty phi chuyn sang cch khc thu ht cc khch hng thngthi, a nghi v hiu bit.

qua ci thi khch hng tin tng vo nhng mn qung co vui mt vn chen ngang vo chng trnh ti-viyu thch ca h. Giy, khch hng ngy cng t nhiu cu hi nghi ngv h c khuynh hng xem nh s ty no hay tr di tr. Trn thc t, cc doanh nghip ngy cng kh tip cn i tng khch hng lntui bng hnh thc qung co dng biu tng thng hiu. Nhng phng php thng minh, sng to ca cci l qung co marketing, chng hn s dng phng php chm bim, c th cn pht huy tc dng i chtnhng vic xy dng thng hiu thng qua cc phng php truyn thng ang mt dn hiu qu.

Tht vy, chng ta c th mnh dn ni rng cng chng ngy nay khng cn xem trng marketing nhtrc. Trong thi k m cc chun mc o c c c bit ch trng, cc cng ty trong sch v cc khonu t cao o c kinh doanh ngy cng trnn ph bin, th ngh marketing hn tt li pha sau. Ngi

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tiu dng xem cc nh marketing nh nhng k chi lun tm cch bt mi ngi mua loi hng hadch v m h khng mun v cng khng cn. Th rc l mt v din hnh.

V D VP NG NHU CU KHCH HNG: NGNH M NHC

Nu c mt v d v ngnh i u trong vic to ra kiu mu kinh doanh mi th phi l ngnh m nhc. Vsao cu trc truyn thng ca m nhc d b tn thng bi tc ng ca Internet n vy? Th nht, sn phm ny c thc truyn i bng in t v khch hng c th t lm ly. iu

c ngha l ngi tiu dng d dng phn phi trc tip t khch hng n khch hng. Th hai, y l mt ngnh gii tr nn c rt nhiu chi cc phng chat pht trin. Vic phn tchngnh m nhc theo tng phn khc s tn dng c th mnh ca mng ton cu vn c nhiu ng lin ktS phn tch ny lm pht sinh nhu cu tp hp d liu, qua cc cng ty hiu cn k hn mc phn tchVic ny tng bc dn n s chuyn dch sang marketing ly khch hng lm tm im v da trn d liukhch quan.

Bn cht marketing thay i. Th hiu m nhc c ln bng xung trm mi thng, thm ch mi tun v cth mi ngy. Hm nay th loi m nhc ny cn hi ra tin, nhng ngy mai nhng khch hng quen thuc can c th tm kim th loi m nhc khc. V th, sn phm phi thay i nhanh chng v cch thc giao tipvi khch hng tim nng cng cn lm mi lin tc. Vi s h trca Internet, s tng tc ny i hi ho

ng marketing phi kt ni vi khch hng theo nhng cch thc m cch y vi nm cn cha ai bit nCuc cch mng ny vn cha kt thc khi khch hng cn ti nhc v my iPod v MP3. Ngnh m nhc cnc nhng hnh ng cng rn hn chng li cc cng ty nh Napster(1) nhm trnh tht thot khon thunhp khng l t tin bn quyn tc gi v y cng l mt ngun lc pht trin mi i vi h. Vic ti nhcv my nghe nhc c nhn vi mt khon ph nh trnn bnh thng. Ngnh m nhc cn phi mnh dnxc nh li sn phm cui cng ca mnh l dch v, t mi c th thay i phng thc nh gi sn phm.

S pht trin v cng ngh v x hi ngy cng tc ng nhiu hn n cng tc marketing trong nhng ngnhngh khc nhau. Kh nng s dng hiu qu cng ngh l cha kha ca cc nh marketing tng lai v cccng ty hng u n nhn thch thc ny. H nhn ra rng nu khch hng lin lc vi h v cung cp thmthng tin th c kh nng khch hng s mua hng, mt khi doanh nghip a ra sn phm v dch v ph hp

Nu c t chc khoa hc, mng li tip th da trn s nhy bn v p ng nhu cu khch hng s phhin ra cc chi bn hng mt cch chnh xc.

MARKETING VI TCCH L MT DOANH NGHIP TRN VN

Cch mng marketing khng phi l cc vn ca marketing thc hnh, m l vic nhn bit cc s kin bnngoi snh hng nh th no n ton b quy trnh kinh doanh. T nm 1954, Peter Drucker - mt bc thyv qun tr doanh nghip - vit: Hot ng marketing khng ch rng ln hn vic bn hng, m ni chungn cng khng phi l mt hot ng chuyn bit. l ton th doanh nghip nhn t gc kt qu cuicng, hay ni cch khc l t gc quan im ca khch hng. Ngy nay, cc cng ty vn ang t xoay xmt cch vt v xung quanh khch hng. Nu khng em li li ch cho nhn vin, ban qun tr doanh nghip

cc nh cung cp v cc cng khc, marketing c th bin thnh cy gy p li cng ty, trong khi b phnmarketing vn t ho cho mnh l ng. iu quan trng l bn phi cn bng gia k vng ca c cng ty lnkhch hng.

Trc ht cn hiu marketing l mt thi tinh thn xt gc ton doanh nghip, ngha l trong khi khchhng c xem nh trng ti ti cao trong ngn hn, th v lu di chnh iu s gip khch hng, nhn vinban qun tr doanh nghip, cc nh cung cp v ch doanh nghip cng i n thnh cng. Cho d khch hngc lun lun ng hay khng th s tht t nh vn khng cn nhc n l hn. Khng phi lc no khchhng cng l ngi hiu bit v mn hng nh mua, nht l i vi nhng sn phm k thut cao km theonhiu tnh nng phc tp. i khi vai tr ca marketing l dn dt th trng ch khng phi chy theo sau. Vn then cht l lm sao cn bng li ch gia cc thnh phn lin quan khc nhau. Nhng doanh nghip thnh

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cng lun bit tp hp sc mnh ni b bng cch to ra gi tr cho tt c cc cng, trong khi nhng doanhnghip tht bi khng c c s tp trung ny. Nhng doanh nghip ch l cc b my quan liu cng knht chia r thnh cc b phn chc nng ri rc, mi b phn tc chin mt mt trn ring v khng quan tmn bc tranh ton cnh. Vai tr ca nh marketing l hiu r v khch hng nh cng ca doanh nghip, trthnh ngi ng h khch hng, lin h cht ch vi cc b phn khc trong cng ty, bi h l nhng nghiu r v c thi din cho cc thnh phn lin quan khc.

Mt khi nh marketing hiu rng vic to ra gi tr cho khch hng v cc thnh phn lin quan khng chc

thc hin trong b phn marketing, h s phi tham gia vo cc quy trnh quan trng khc trong doanh nghipbao gm: Quy trnh hoch nh chin lc bng cch hng nhu cu v mong mun ca khch hng vo th mnhv mc tiu ca doanh nghip; Quy trnh sng to thng qua vic u n to ra dng sn phm v dch v mi ph hp vi nhu cungi tiu dng; Quy trnh hot ng hiu qu; Quy trnh a sn phm ra th trng, khuyn mi, bn hng, t chc knh tiu th, dch v, quan hkhch hng.Trong ba quy trnh u, vai tr ca cc nh marketing c vn gin, nhng h c vai tr lnh o mnh mtrong quy trnh sau cng. Khi y vai tr ny cho b phn thng tin, b phn tc nghip hoc knh dch v

khch hng, doanh nghip c nguy cnh mt trng tm ca mnh l khch hng yu t vn c tm quantrng sng cn i vi hot ng ca doanh nghip. Xuyn sut cc quy trnh ny l cc quy trnh chc nngkhc cng ht sc quan trng: con ngi v t chc, cng ngh, thng tin v ti chnh.

TRUYN B TINH THN MARKETING

Ph bin thi v tinh thn marketing cho ton th doanh nghip l mt vic ni d hn lm. Bn c th tmthy nhng pht biu v s mnh doanh nghip trn khp cc bc tng vn phng hu ht tr sca cccng ty. Mt cng trnh nghin cu kho st 55 cu lin quan n s mnh ca cc cng ty ln nht th giv khm ph ra nhiu nt tng ng. Tt cu hm cha thng ip chung l lm hi lng khch hngTuy nhin, dn nhng tuyn ngn nh th ln tng khng c ngha l chng s ha thnh s tht. V bn cht

th cch mng marketing c ngha l ci t marketing. Trc khi cuc cch mng doanh nghip tn cng cc gitr khch hng, nhn vin, ban qun tr, nh cung cp hay cng, bn phi ko hot ng marketing ra khichc nng chuyn mn cng nhc v t vo ng v tr ca n, ng thi xem y l trit l tn ti ca cngty. l l do ti sao trch nhim ny cn c giao cho gim c iu hnh. Ch c gim c iu hnh v ccthnh vin ch cht trong ban qun tr mi c ci nhn rng ln, bao qut. Tuy nhin, k c trong trng hp th nhng g h hnh dung cng khng ging nhng g khch hng cm nhn. Liu c bao nhiu cng ty ckhch hng nm trong ban qun tr? Cc gim c iu hnh ti nng nh Richard Branson ca Virgin, AnitaRoddick ca The Body Shop, J. W. Marriott ca tp on khch sn Marriott, hay Terry Leahy ca Tesco u lnhng ngi bit t khch hng v nhn vin vo trng tm ca mi hot ng trong doanh nghip mnh.

Trng hp nghin cu: IBM

y c xem l mt trong nhng v d xut sc khi ni v cch mng marketing. Nm 1992, IBM cng bmc l ln nht trong lch s lc . Lc ny, cng ty khng ch cn mt tm nhn mi, m cn cn cc knhphn phi mi, t tn km hn v hiu qu hn, cng mt b phn marketing bit vic lp khong trngm phng thc bn hng trc tip cn b ng. Khi Lou Gerstner tip qun cng ty hi u thp nin, IBM ctt c cc du hiu kinh in ca mt doanh nghip b m nh bi cc vn ni b, chng hn pht lnhngtn hiu xu ca th trng v hu qu l bi th cnh tranh ging cho nhiu n nng n. Mt trong nhngcu thn ch ca IBM lc by gi l Dch v khch hng vt tri. n nm 1992, cu ny li c ngha lBo dng my mc ti vn phng ca khch hng, thay v nghra cch lm th no cng ngh c th htrkhch hng trong hot ng kinh doanh. Nm 2003, Gerstner nhn thy dch v khch hng bt u mangnng tnh hnh chnh, nh phi chu ng mt cuc hn nhn t lu mt ht nim am m.

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Nhiu cng ty ln gp kh khn nghim trng khi h chim lnh th trng mt cch d dng, ri h dn dnb ri khch hng v khng thm quan tm n i th cnh tranh. Th ri h chuyn hng tp trung sang ccquy trnh bn trong, th tc hnh chnh v cc chnh sch ni b. Nhchnh sch marketing hiu qu m doanhnghip ln mnh, nhng khi vng vng ri th doanh nghip li khng tip tc u t cho marketing. Trongtrng hp ca IBM, vic ra quyt nh pht chc trnn chm chp. Cc doanh nghip thnh cng thng ckhuynh hng mrng quy m v iu ny lm cho cc quy trnh ni b, cc th tc hnh chnh v vic quntr trnn phc tp v mt thi gian hn. Bn cnh , vic chim lnh c th phn ng k bin doanh

nghip thnh k t mn. Hng ha vn lin tc bn ra v li nhun tng chy v m khng cn phi n lcnhiu. Dn dn, doanh nghip khng cn bit vic g ang din ra bn ngoi cnh cng ca mnh. C v nghchl nhng qu l cc cng ty ln thng b tn thng bi chnh cuc chin ni b: cc b phn u tranhginh quyn lc v cc dng sn phm, cnh tranh vi nhau phc v cng mt khch hng. Cc phng banthm ch cn t chi chia s thng tin cho nhau. Tinh thn lm vic theo nhm khng c nh gi cao vkhng c tng thng xng ng. L ra cc b phn nn hng n mt mc tiu chung m gii kinhdoanh gi l nim am m tha mn nhu cu khch hng. Nu khng lm c iu , chnh cc b phn stan r.

Trong nm 1992, Gerstner phi lm hai vic m c hai u ph thuc vo ti nng thin bm ca mt nhmarketing bc thy trong ng. Th nht, ng phi tm hiu v vch ra nh hng chin lc a cng ty tr

li v tr dn u trn th trng. Th hai, ng phi thay i vn ha cng ty t ch tp trung vo c nhn v nib vn to ra nhiu ri ro sang tp trung vo cc nhn t bn ngoi, ly tinh thn ng i lm ch da v tli ch khch hng ln hng u.

Cuc cch mng chin lcNgay t lc va nhm chc, Gerstner dnh thi gian tr chuyn v lng nghe kin phn hi t cckhch hng ch yu ca IBM, thng l gim c thng tin ca cc cng ty ln. ng hiu ra nhiu iu. ngnhn ra quan nim thi ca my tnh trung tm ht v gil thi ca my tnh c nhn l sai lm. ng phthin thy gi bn ca IBM qu cao, cha k vic giao tip vi IBM rt kh khn v cc knh bn hng ca IBMva chm chp, va thiu nht qun. ng lp tc gim gi my tnh trung tm v ha s sp xp li vic giaohng. ng cng ct gim chi ph v sa thi nhiu ngi do h khng chp nhn tm nhn mi hoc khng th

hay khng mun ng gp vo thnh cng ca cng ty. Thnh cng ch thc chnh l s hi nhp. Vi s xuhin ca cng ngh mi phc tp hn, khch hng mun nhn c s h trt tt c cc b phn khc nhauca IBM tm ra gii php ti u. c nhiu quyt nh quan trng di thi Gerstner. Trc ht, di plc chia r b phi trong cng ty, ng gi vng v gn kt cc b phn thnh mt khi thng nht. ng thydanh ting ca IBM l mt li th cnh tranh v khch hng snh gi cao, nu IBM bit s dng ng cchTh hai, ng xc nh IBM l mt cng ty dch v vi nhng chuyn gia gii lun cung cp cc gii php ttnht cho khch hng. Th ba, ng nhn ra rng i khi s phi hp vi cc nh cung cp ca IBM s gip nhnvin phc v khch hng tt hn. Th t, IBM cn mt i ng nhn vin tht s tho nghp ng mi nhucu ca khch hng. Cui cng, iu ny cng c ch trng hn sau khi IBM mua b phn t vn caPriceWaterhouse Coopers. Cuc cch mng ca IBM t mt cng ty phn cng chim phn ln ngun cungmy tnh trn ton cu thnh mt cng ty t vn tp trung vo vic cung cp gii php cho khch hng c

minh ha trong hnh di y.

Sau , tm nhn m Gerstner vch ra cho IBM l cung cp dch v thng mi in t cng xut pht t nhucu th trng. Thng mi in t l vic s dng cng ngh thng tin cch mng ha hot ng kinhdoanh, gip cho vic p ng nhu cu khch hng nhanh chng v hon thin hn. ng tin rng IBM c th xydng cc nguyn tc kinh doanh mi mt ln na vn ln dn u th trng.

Cuc cch mng vn haGerstner khi u cuc cch mng ny bng vic ku gi mi ngi dng cm i mt vi nhng vn ni bang lm tn thng chnh bn thn h. Trong bi pht biu gy xc ng trc cc cp qun l, ng nhnmnh rng cn c nhng thay i trong thi . Cc quy trnh cn trb db v thay vo l cc quy tc c

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tc dng tch cc i vi hot ng ca cng ty, m quy tc s mt l: V tr trn th trng l ng lc thcy cho mi vic lm ca chng ta. ng son tho cun Nng lc Lnh o IBM, trong m t nhng phmcht thit yu nh: Thu hiu khch hng; C li t duy t ph; Khng ngng n lc thnh cng; C nng lc lnh o nhm; Dm ni thng.S thay i ny tuy rt thnh cng, nhng vn cha . mi ngi u hiu rng y l nhng thay i cn

thc hin ngay v s tn vong ca cng ty, Gerstner n gin ha cc quy tc v lng ghp chng vo tt c mihot ng ca cc thnh vin IBM thng qua mt h thng qun tr nng lc gn lin vi ch lng thngxng ng. Hng trm i nhm c thnh lp. Cc trng nhm sn sng n nhn thch thc v to cmhng cho i nhm ca h.

Cuc cch mng marketingCuc cch mng thm lng hn c l l cuc cch mng din ra trong cng tc tip th v bn hng. T ch chtrng phng php bn hng mt-i-mt tuy thnh cng nhng ngy cng tn km, IBM thy rng phi xydng chin lc phi hp cc knh tiu th mt cch hiu qu hn na nhm nhn din s cn bng gi trkhch hng trong mt th trng ngy cng mang tnh cht hng ha. Theo nh gi ca InterbrandCorporation, u nhng nm 90 l thi im thng hiu IBM c gi tr thp nht mi thi i. Kh khn ca

IBM th hin qua vic tt hng xung v tr 248 trong s cc cng ty ln trn ton th gii. Bn cnh vic cngc v pht trin th mnh ca cng ty da trn tng trng ca cuc cch mng thng mi in t, IBMcng sp xp li b phn marketing. H tp hp ngun lc v vn u t, xy dng trang web v t chc ccknh mi nh tip th da trn csd liu khch hng, tip th trc tip v bn hng qua in thoi. H cnlp ra mt chng trnh hun luyn lin tc to ra v sng lc cc nh lnh o cho c lc lng bn hngtrc tip, i tc kinh doanh mi ca IBM v mng li bn hng th cp. Kt qu l n nm 2001, gi trthng hiu IBM tng t v tr 248 ln v tr th 3 trn ton cu.

To ra hnh trnh khch hng: phng php SPIN

Vy u l nhng yu t cn thit cch mng ha marketing trong doanh nghip ca bn? Nu mt cng ty

khng nh rng hang ly khch hng lm trng tm, h s khng ch dng li vic dn cc cu khu hiuln tng, m phi tin hnh nhng thay i tht s trong phng php marketing ca mnh. Bng di y sminh ha cch dng phng php SPIN (Situation, Problem, Implication, Need - Thc trng, Vn , Ng vNhng vic cn lm) cch mng ha marketing m trong trng hp ny l cch mng ha tri nghimkhch hng.THC TRNG

84% gim c iu hnh tin rng vic qun l thnh cng cc kt qu hu hnh v cm xc mi khi khch hngtip xc vi doanh nghip l ng lc cbn to ra gi tr. Hng Ogilvy BrandZ kho st 16.000 thnghiu hng u th gii v cng b rng tri nghim khch hng nh hng trc tip n gi tr v nhn thcthng hiu. Bn cnh , cc khch hng ln nht cng gn b vi thng hiu bao nhiu th kh nng doanh

nghip chim lnh th trng cng cao by nhiu. Qua thi gian, nhng khch hng cm nhn tch cc c vcm xc (tha mn) ln biu hin (lp li vic mua hng) s c xu hng tip tc mua sm thm na

VN Cc phng php to ra v qun l tri nghim khch hng hin nay khng hiu qu v:1. Rt t t chc coi y l vn cn u tin gii quyt.2. Cc t chc t vn ny ln v tru tin li thng ch nghn tng im tri nghim c th mkhng xy dng mi trng cn thit to ra hnh trnh khch hng. H hay t duy theo mt lot cc im tringhim, trong khi cch lm va khng nht qun, va km hiu qu. L do l h khng tnh n tt c ccyu t tc ng n s tng tc gia khch hng v doanh nghip, chng hn nh con ngi, quy trnh v cng

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ngh. iu ny c cng c bng (a) cc phng php nh gi v tng thng ph hp v (b) l trnh phtrin s nghip theo hng chuyn bit ha, ch khng khi qut ha.3. Vic phn tn quyn shu khch hng xuyn sut t chc v qua cc knh cho thy doanh nghip va xydng va hy hoi cc gi trmc tng ng nhau.4. Khch hng ngy cng i hi cao hn v mong i nhng kt qu kh quan hn mi ln tip xc vdoanh nghip.

Mi lin kt gia li ha ca thng hiu v cc kt qu hu hnh m khch hng tht s tri nghim ti th

im mua sm thng lng lo, t gy hoc v qu kh khn nn khng th thc hin c.

NG Cc nh marketing phi tham gia vo ton b hnh trnh m khch hng tri nghim, t pht minh ra cc mhnh hot ng da trn li ch gi tr thng hiu. iu ny phi c thit k t gc khch hng, ng thiphi c trin khai ng b v nht qun trong tt c cc knh phn phi v cc im tip xc thng hiuMt phng php nht qun pht trin v thc hin tri nghim khch hng s gip doanh nghip thit lp vcng c mi lin kt gia li ha thng hiu v tri nghim tht s ca khch hng v thng hiu. iu sto ra gi tr, s tng trng v li th cnh tranh cho doanh nghip.

NHNG VIC CN LMt mnh vo v tr khch hng1. Tham kho kin ca mt v khch hng lu nm trong vic nh hng cc quy trnh, b tr nhn s viu chnh cng ngh nhm to ra kh nng marketing v giao hng lin mch. iu ny s gip doanh nghipthc hin cc cam kt thng hiu mt cch nht qun trong sut hnh trnh khch hng.2. Thit lp ranh gii tri nghim khch hng hin ti cho m hnh ngi mua trong mt phn khc u tin tt c cc im tip xc thng hiu. So snh kt qu hot ng vi i th cnh tranh mnh nht, bt kthuc lnh vc no.

nh hng kh nng marketing v cung cp hng3. Pht trin m hnh tri nghim khch hng cho phn khc u tin thng qua vic xc nh nhng k vngchung gia khch hng v cc yu t then cht quyt nh thnh cng ti mi im tip xc thng hiu trong

sut hnh trnh. Hng nhng yu t ny theo li ch thng hiu, ng thi kt ni kh nng marketing vcung cp hng ti tt c cc im tip xc thng hiu.4. Pht trin, thim v nh gi m hnh tri nghim khch hng cho phn khc th trng. o lng s khcbit v kt qu thc t vi c tnh thng hiu c k vng mi im tip xc thng hiu.

Cch mng ha5. p dng m hnh tri nghim khch hng m bn chn la, khng ngng tp trung vo mi lin kt hiu qugia nhng con ngi c th, cng nh kh nng s dng v thc hin cam kt thng hiu mt cch nht quntrong sut m hnh. Khuyn khch v khen thng s hp tc gia cc b phn khc nhau.

CHNG 2:TH NO L CCH MNG MARKETING?

CNH TRANH KHC LIT

Mi trng kinh doanh ngy cng trnn kh kim sot hn v mt bo co gn y ca hng t vn qun lMcKinsey do Huyett v Viguerie thc hin nm 2005 cho bit: s lng cc cng ty nh mt v tr dn u tng gp i ch trong vng 20 nm tnh t gia thp nin 90. Cng ngh mi ang lt nhng cy i th

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trong ngnh cng nghip v nhng thay i trong h thng a chnh tr th gii ko theo ln sng ton cu hamnh m cha tng c. Khuynh hng ny vn tip din cho n ngy nay.

S kt hp ca cng ngh mi, s hi nhp ca cc nn kinh t c chi ph sn xut thp vo h thng cung cuth gii, khuynh hng t do ha v t hu ha cng s khai thc csh tng thng tin lin lc tc ngn tc i mi v ti cu trc cc ngnh cng nghip ch yu. Cc cng ty c v nhang th thngphong d b tn thng hn c, nht l khi hiu qu hot ng ca h c du hiu gim st. S xung dc mthm nhng khng th cng li ca ngnh cng nghip t Hoa K trong hn 30 nm trc sc p ca cc

hng xe chu u v Nht Bn c v cn d chu hn nhng g m cc ngnh cng nghip khc ang i mt.

Ti sao vy? Ly v d v chi ph nhn cng. Cch y 25 nm, mt phn ba dn s th gii sng ti n vTrung Quc t nhiu nm ngoi tm nh hng kinh t ca cc nc pht trin. n nm 2005, nhng thnh tut c trong lnh vc gio dc, thng tin lin lc, cng ngh thng tin, cng vi vic pht trin csh tngquy m ln ti cc nc ny gip mt s lng nhn cng khng l c chi tip cn vi nhiu loi hnhcng vic, t lao ng chn tay n lao ng tr c. c hai bi Ty Dng kh m tm thy gia nh nokhng s dng cc mt hng in t gia dng c xut x mt phn hoc ton b t Trung Quc.

Tc ng ca nhng thay i tng tc phn nh r nt trong th trng my tnh c nhn th gii. uthp nin 90, ngnh my tnh c nhn bc chim bi ba ngi khng l l IBM, Compaq v Apple. Trong

vng 15 nm trli y, nhu cu my tnh c nhn tng mnh n mc gn nh mi ngi u shu hoc sdng mt my tnh. Bn cnh , xu th mua sm cc thit b k thut s tin tin nh PDA, iPod, my nghenhc MP3, DVD v ti-vi k thut s ngy cng trnn ph bin. Kin trc thit b k thut s tng i mkhin ngnh sn xut ny tr thnh mt trong nhng ngnh cnh tranh gay gt nht trn th gii. Vy th huqu ca n l g? Apple Computer ngp ngh bn bvc ph sn trc khi buc phi tin hnh ci tphc v th trng cao cp. Hewlett Packard mua li Compaq nhng cng chi vi sau thng v. IBMquyt nh b cuc v bn mng my tnh c nhn Lenovo cho mt nh sn xut Trung Quc. Hin ti, TrungQuc chim lnh cha n gi tr 5% tng sn phm trn ton th gii. Con s ny thot nghe qua c v khngln, nhng nu bn bit rng nm 2000, Trung Quc mi ch ginh c hn mt na th phn ny th bn shiu ngay mi e da tim n sau con s!

McKinsey tng kt bn khu vc cnh tranh khc lit nht l:1. Cnh tranh t chin ho (Trench warfare) - thng thy nhng ngnh hng hon thin v khng c skhc bit ln nh giy, ni nhu cu ang thu hp li hoc ngun cung tng qu nhanh.2. Cnh tranh kiu Nhu o (Judo competition) lnh vc ny th ngc li. V tng th, quy m ton ngnhvn ang pht trin, nhng nguy cb lt v b thay th bi mt i th cnh tranh l c tht. Ngnh cngnghip phn mm l v din hnh.3. Cnh tranh kinh hong (White-knuckle competition) tn gi ny do Jack Welch - cu gim c iu hnhhng GE t. y l t dng ch nhng ngnh hng ang thu hp li v cc cng ty dn u c t l khchhng thay i nh cung cp cao nh vin thng, trong phng thc gi in thoi qua Internet, s pht trinca in thoi di ng v s ln ngi ca bng thng rng bin i tn gc nn tng ton ngnh.4. Sn nh tng i c th thy nhng ngnh hng m nhng thay i quan trng trong nhu cu v

ngun cung ng t c nguy ce da hn, v d nh ngnh dc phm.

THI AN NHN HT

Thi an nhn ca marketing qua ri. Khng cn nhng thng ngy thoi mi, d chu khi sn phm cthit k v tung ra hng lot phc v nhu cu ca sng ngi tiu dng, cn cc nh sn xut c th kthp nhng phng thc phn phi hng lot, bn hng trc tip v qung co i chng. Trc y, cng vicca marketing kh n gin. Nu bn l nh marketing v c sn phm tt, bn ch cn gii thiu rm r l sbn c hng. D bn c th va lm va iu chnh i cht nhng chc chn bn s thnh cng. Tic thayth trng ngy nay thay i. Cc gio trnh v marketing ng tin cy cch y 5, 10 hay 15 nm cn lkim ch nam cho cc cng ty th nay ang bm bi bi khng cn ai mun nhn n chng. Hin ti, sn phm

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chem li mt phn nh li nhun trong chui gi tr v nu ch c s khc bit v sn phm thi th bn khc th to nn li th cnh tranh bn vng. Bn cn c thm mt ci g nm v dch v/gii php caphng trnh. V ngi ta ang c gng to im ni bt no thng qua vic cung cp dch v v gii php.

Vy phi lm th no y? Ngnh cng ngh thng tin thi ku ch yu s dng m hnh bn hng mt-i-mt v bn hng trc tip. Trong iu kin li nhun cho php, hnh thc tip th mt-i-mt l loi hnh tipth c thp ng tt nht yu cu c th ca tng khch hng. Lc , doanh nghip phi tm hiu nhu cukhch hng v xut gii php nhm p ng nhu cu . Vai tr ca marketing trong giai on ny l bn

hng v h trkhuyn mi, ch khng phi l qung co tng mc nhn bit v xy dng thng hiuKhi th trng pht trin hon thin hn v mc cnh tranh cng gia tng, chu k sn phm ngy cng rtngn li v chi ph cng h xung theo. Sn phm cng ngh thng tin trthnh mt mn hng mang tnh phthng trong khi bin li nhun b ct gim. Mc d bn hng mt-i-mt vn l gii php cn thit cho nhnggiao dch phc tp v/hoc nhng giao dch c gi tr cao, nhng cc knh phn phi gi r nh bn hng quamng s thch hp hn i vi cc sn phm v dch v ph thng. M hnh bn hng mt-i-mt trnnqu t i vi cc doanh nghip.

Trong khi , ngnh cng ngh thng tin, cng nh nhng ngnh khc nh ngnh bn l tp ha, t, bo himhay l hnh ang l thuc vo vai tr ngy cng quan trng ca nhng ngi trung gian. Gia nh cung cpv ngi tiu dng cui cng c th l mt hay mt vi trung gian. V th, thng tin v khch hng v s hiu

bit v th trng ngy nay c xem l v cng quan trng trong vic xy dng v nui dng quan h vikhch hng cui cng.

Phng php marketing c khng cn pht huy hiu qunhiu th trng. Doanh nghip c thm mt svic cn gii quyt nh m rng knh phn phi, tng thm cc phng tin truyn thng i chng, ci tincng ngh. V nhiu mt, l s chuyn dch t thi i ca marketing n gin sang marketing phc tp. Thtrng ngy cng xut hin thm nhng phn khc nh hn. Cc phng tin truyn thng i chng ngy cngnr. S phn nh vai tr truyn thng ca cc phng tin truyn thng khc nhau cng b ph v. Ly v dcc th qung co vi CD ca cc nh cung cp dch v Internet nh AOL. H to iu kin ngi tiu dngtip cn sn phm, ngha l xy dng thng hiu khng theo cch thc truyn thng. nh hng ca s phnkhc ngy cng nh cng vi s thay i vai tr ca cc phng tin truyn thng i chng i hi doanh

nghip phi tm ra cch thc tch hp truyn thng hiu qu nht. Thm vo , ngi tiu dng ngy cng trnn snh si hn: h chn lc cc tit mc trn phng tin truyn thng, vt b hoc xa th rc v hon tonpht lqung co. iu ny khin cho cc nh marketing phi au u.

iu ng bo ng l tc thay i ngy cng din ra nhanh hn. Nhng cng vic trc y i hi nhiungy thc hin, chng hn nh tnh lng hng tn kho, giy nhs trgip ca k thut in t mdoanh nghip c th thc hin ch vi mt ci nhp chut. Tnh hnh mi buc cc nh marketing phn ngnhanh nhy vi th trng v hang s dng cng ngh mi lm iu . p lc v tc v tnh hiu qubuc cc nh marketing phi xem xt nhng phng thc sng to v hiu qu hn trong xy dng quan h vikhch hng.

Ni chung, y l mt mi trng y thch thc v hi chng ca mt cuc khng hong lng l hnh thnhtrong khong nm n mi nm qua gi trnn r rng vi nhng biu hin nh:1. Hot ng truyn thng marketing b tc nghn. Hin nay, trong th trng truyn thng ngy cng cphn khc nh hn ang din ra qu nhiu hot ng m ngay c cc chng trnh qung b tn km, nhmng i tng mc tiu vn tht bi, khng to c bc t ph v khng th rt ngn thi gian thu hi vn.2. Marketing dng nh trthnh u ca cc cuc tranh lun. Marketing phi u tranh v s sng cn camnh v chng minh rng n khng phi l mt b phn khng to ra doanh thu v khng cn thit i vdoanh nghip.3. Cc phng ban trong doanh nghip ang cha sng vo nhau. Cc phng ban li cho nhau trong vic stgim ngn sch khi khng th ct gim chi ph ca mng kinh doanh cho. Trong lc khch hng cho rng

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bt c yu t no lin quan n doanh nghip cng c th l phng tin truyn thng th marketing v dch vli ci nhau tranh ginh ngn sch.4. Qu nhiu nh marketing cng lm theo mt cch. Hon ton khng c li cho s thay i khi a s cc nhmarketing tp trung vo mt phng php c th nghim v kim chng.5. Nhiu mi quan h ni b, cng nh quan h gia doanh nghip v i l marketing thng khng theo tinhthn hp tc. Khi doanh nghip v i l lm vic vi nhau, h thng khng hp tc n v khng bn no cchin lc, phng php nh lng r rng, v kt qu l khng bn no thc hin ng nh hng ra.

O LNG HIU QUMARKETING

Cc cng ty ang trnn km kin nhn i vi cng tc marketing. iu ny c th hin trong nhng bibo ca cc chuyn gia marketing hng u nh Schultz (nm 2003) v Kotler (nm 2004). Thng thng, vickim sot hiu qu ca cc khon u t ti chnh, sn xut, cng ngh thng tin hay nhng chi ph mua smu kh d dng, trong khi rt kh o lng nhng li nhun m hot ng marketing em li. C v nh vaitr ca marketing ngy cng by xung thp trong bn danh sch nhng cng vic cn u tin.

Nm 2004, t chc marketing thng mi hng u ca Hoa K l Hip hi cc nh qung co quc gia (ANA) phi hp vi cng ty t vn Booz Allen Hamilton tin hnh nghin cu khm ph l do v sao marketingb tch ri khi chng trnh ngh s ca lnh o doanh nghip, ng thi xc nh nguyn nhn khin cc

chin lc marketing khng th pht huy hiu qu v khm ph nhng phng php tin tin ca cc t chcmarketing hng u. Cuc kho st trc tuyn ny c s tham gia ca 370 chuyn vin marketing v cc chuynvin khc lm vic ti hn 100 cng ty i din cho chn ngnh hng l t, hng tiu dng ng gi, ti chnhy t, sn xut, dch v, bn l, cng ngh v vin thng. Ngoi ra, nhm nghin cu cn phng vn trc tip ccnh marketing trong nhiu lnh vc khc nhau.

Kt lun a ra tht ng ngc nhin. Nhn chung, nhng ngi tr li u tin rng hin nay marketing ng vaitr quan trng hn bao giht, song cc nh marketing phi kh khn lm mi c th bt kp s thay i. Cchthc marketing ph hp c cho l yu t then cht i vi thnh cng ca doanh nghip. 77% chuyn vinmarketing v 78% chuyn vin khng lm cng tc marketing cng chung quan im nh vy. Con s nychnh lch i cht ty tng ngnh. Chng hn, trong lnh vc y t, 86% s ngi tr li coi marketing l quan

trng, trong khi ngnh t ch c 59%. Cuc kho st xc nh ba nghch l gy trngi cho hiu qu cacc t chc marketing l:1. Trn 75% s ngi ph trch marketing v nhng nh qun l khc ca hn 1/2 s cng ty ni rng mcd vai tr ca marketing trnn quan trng hn i vi cng ty h trong vng nm nm qua, nhng chngtrnh lm vic ca b phn marketing v gim c iu hnh vn khng n khp vi nhau.2. K vng cao hn v hiu qu marketing thc y gn 70% cng ty t chc li b phn marketing gnnh cng mt lc. Mc d vy, v tr ca gim c marketing vn cn chung chung, mh ch khng r rngnhcc b phn khc trong cng ty.3. Cc cng ty mun thy nhng kt qu c th ca cc chng trnh marketing. 66% s ngi tham giacuc kho st cho bit mt trong nhng nhu cu ln nht ca b phn marketing l phi c mt bng phn tchng tin cy v thi gian thu hi vn. Mc d vy, phn ln cc cng ty vn ang s dng cc tiu ch thay th

v d nh mc nhn bit, thay v dng ch s v thi gian thu hi vn.

Khi tm hiu thm v l do gy nn s chnh lch ny, Booz Allen Hamilton th so snh cch nh gi ca ccnh marketing v nhng vn then cht v nhng ng gp ca h vi cch nh gi v ng gp ca cclnh o cng ty, c th l so snh gia nhng im u tin ch yu ca gim c iu hnh v nhng im utin ca cc nh marketing. Theo y ban Hi ngh Hoa K, bn u tin hng u ca cc gim c iu hnhl: S tng trng ca sn phm cho (52%). Tc , tnh linh hot, kh nng thch ng vi thay i (42%). Lng trung thnh ca khch hng v kh nng gi chn khch hng (41%). S khuyn khch sng to (31%).

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Mt cuc kho st kin cc gim c iu hnh ton cu mi y ca IBM cng khng nh rng s tngtrng li nhun v quan h thn thit vi khch hng chim v tr quan trng trong lch lm vic ca h.

Kt qu kho st ti M cho thy cc nh marketing c v khng xem trng mt su tin ny. Lch trnh lmvic ca cc nh marketing c v kh xa l so vi lch lm vic ca cc gim c iu hnh trong mt vi lnhvc. Tuy tiu im ca marketing vn cn mang tnh chin thut, nhng p lc phi o m c hiu qumarketing ngy cng ln. Trong cuc kho st ti Anh ca IBM, ng u danh sch cc mi quan tm ca

gim c marketing l hiu qu marketing. Nhu cu gii trnh hiu qu ca marketing v quy trnh phn hi thng xuyn ci tin hot ng marketing l ht sc cn thit, v chi ph marketing thng chim khong 6%doanh thu m theo mt kt qu kho st nm 2003, 1.000 cng ty hng u ang b ra trn 250 t-la cho victhc hin v qun l cc hot ng marketing. Cc doanh nghip ti Anh cng tiu tn t nht 40 t bng Anhmi nm cho cc hot ng truyn thng marketing.

Trong mt cuc kho st khc ca IBM, cc chuyn vin marketing cao cp c yu cu nh gi thch thctheo ba cp mnh, trung bnh v yu, trong mnh l thch thc c tc ng trong ngn hn n doanhnghip. Trn 70% s ngi tr li cho rng kh nng o lng hiu qu marketing l mt thch thc ln. Ch c3% cho rng hiu qu marketing khng lin quan nhiu lm n cng vic ca h. Khi c yu cu nu bathch thc hng u i vi hot ng marketing trong ngn hn, mt ln na nhng ngi tr li xem hiu qu

marketing l thch thc quan trng nht. Gn 2/3 s ngi tr li cho rng vic o lng hiu qu marketing lmt trong ba thch thc hng u, trong hn 1/2 ngi tr li xem l im quan trng nht ca b phnmarketing. Mt s nghin cu v hi tho chuyn mn v vai tr ca marketing i vi hot ng ca doanhnghip cng xc nhn iu ny.

Mt trong nhng l do khin cc cng ty ngy cng xem trng hiu qu marketing l v h hiu rng h cnchin thng ginh ly nhng khch hng gi tr cao. Ni cch khc, bn cn phi tp trung vo 10-20% khchhng c th gip bn lm nn s khc bit, m yu t lm nn s khc bit gia ngi dn u th trng, ngith hai v ngi th ba thng pht xut t th phn do mt nhm nh cc khch hng gi tr cao mang li.

o lng hiu qu marketing khng phi l vic d dng. Vn l hot ng marketing s phn nh thi gian

thu hi vn nh th no, nu ch da trn mt s tnh ton chi ph li nhun, iu c th chp nhn c ccb phn chc nng khc trong doanh nghip. nh hng ca marketing rt kh ong m, nht l nhng tcng di hn. Chi ph s th hin ngay, nhng cc li ch tc th do marketing mang li thng khng r ntThm vo , nh ngha v cc php o lng v i tng o lng trong hot ng marketing c th lmvn trnn phc tp hn. Liu mt php o c th bao qut ht mi hot ng marketing khng? N tnhn tt c cc im tip xc khch hng cha? Trn thc t, vic o lng hiu qu marketing khng ch dngli hiu sut hot ng ca doanh nghip. Trong mi nm qua, rt t ci tin v cc ch tiu marketing cghi nhn. Nu trong lnh vc ti chnh, c hai yu t hon vn v u t u c quy thnh cc con s cth, th trong marketing, cc yu tnh lng (nh chi ph trn mi n v sn lng tng thm) phi cn ivi cc yu tnh tnh (nh mc nhn bit v sn phm c trong ngn hn ln di hn). Cc ngnh ch yuda trn mi quan h khch hng vi cc sn phm ring bit (nh dch v ti chnh v t) c khuynh hng

s dng hnh thc o lng mc nhn bit v doanh nghip v hnh nh doanh nghip; cn cc ngnh t tipxc vi khch hng (nh thc phm v bn l) ni marketing ch to s khc bit gia cc sn phm phthng - li ph thuc nhiu hn vo th phn, tc tng trng v li nhun. Mc d cc hnh thc o lngny u c csvng chc, nhng tht kh gii thch v thuyt phc cc nh qun l khng c qu trnh lmvic lu di trong ngh marketing. Nhiu cng ty ch ly mt ch tiu chnh, chng hn nh t l khch hngthay i nh cung cp trong lnh vc in thoi di ng, v xem l tiu ch marketing iu sc cng btrong bn bo co thng nin ca h.

IBM phi hp vi OgilvyOne thit k mt khung marketing hiu qu vi tn gi Ma trn hiu qu tronghot ng marketing. Theo m hnh ny, hiu qu marketing c nh gi da trn ba tiu ch l nh hnglin tc v theo di.

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nh hng l m bo sao cho chin lc marketing lun bm st m hnh kinh doanh, v d xc nhcc khon chi theo tng thi im, chin lc knh phn phi, chin lc truyn thng, xy dng v duytr thng hiu Tnh km hiu qu ca mt chin lc marketing hoc marketing hn hp thng bcl t giai on nh hng chin lc kinh doanh. C th ni chin lc l im khi u cbn caquy trnh hoch nh th trng.Lin tc l m bo rng khi c t vo ng ch th mi thu phi hot ng trn tru, linhon, nht qun v hiu qu. y l cc ch tiu o c hot ng ca doanh nghip. Mt v d l th ghi

im marketing dng trong Dch v T vn Doanh nghip ca IBM dng nh gi nhiu tiu chunhot ng khc nhau ca cc b phn trong doanh nghip.Theo di nhm m bo rng chng ta nhn thc c tm quan trng ca cc phng php tin tinv ang p dng chng vo mi mt ca cng tc marketing, thng qua quy trnh, thng tin, cng nghccu t chc v cc ch s. iu ny c ngha l doanh nghip khng ch ly cc b phn ni b v ith cnh tranh lm thc o, m phi ly cc doanh nghip xut sc nht trn ton th trng lm chun.C nhiu cng c gip cc nh marketing qun l nhng lnh vc ny, trong phi kn cc phngphp nh gi marketing quan h khch hng v marketing tch hp, nh Cng cnh gi Qun trKhch hng do IBM v mt cng ty con ca OgivlyOne thit k.

HY THA MN NHU CU KHCH HNG

Marketing l nhn din v tha mn nhu cu, c mun ca khch hng. iu cn suy nghy l mt khichng ta to ra cc khch hng c tha mn nhu cu th chng ta c li g hay khng? iu c lm chokhch hng trung thnh hn khng? Liu iu c khin khch hng tim nng chn la sn phm hay dchv ca chng ta hay khng? C th l khng. Mc d cc doanh nghip b ra s tin khng l cho nhngcuc kho st v mc tha mn khch hng, song c mt thc t l cc nghin cu th trng vn khng thdon mt cch chnh xc s trung thnh ca khch hng. Nhiu cuc kho st v mc tha mn khchhng ch tp trung vo cc giao dch, m hon ton khng xt n li cam kt ca thng hiu v s gn b cakhch hng vi thng hiu. Cc khch hng du hi lng vi mt nh cung cp vn tm hiu nhiu nh cungcp khc tm sn phm hay dch v tt nht. H vin ra mi l do khng lin quan g n sn phm haydch v, m ch v s tin li, ngun hng cung ng c sn, hoc chnh sch bn hng ci m.

Hin ti, hu ht cc cng ty chu u u t nhiu hng li t cc quy nh ca quc gia v Cng ng chuu. Cc cng ty cch y vi nm cn l cng ty nh nc c khuynh hng chu nh hng bi cc quy nhnhiu hn. Chng ta hy xem iu g lm khch hng hi lng trong cc ngnh ny, khi doanh nghip c th vp lc ca chnh ph m th hin rng h lun gim st nhng g h mang li cho khch hng. V cbn, ccdoanh nghip trong khi ny c hai s chn la. Th nht l lm hi lng khch hng, doanh nghip phkim tra xem cc giao dch v mi lin h gia khch hng v nh cung cp c t nhiu lm khch hng hi lngkhng. Cc thng tin cn c thu thp ngay sau mi ln giao dch chng t cho cc cquan c thm quynrng h tun th mt quy trnh nht qun o lng v ci thin tnh hnh. La chn th hai l quay vnhng gi tr cbn, ngha l doanh nghip s tp trung vo nhng g khch hng cn phc v, xc nhli ha sao cho gn vi kh nng p ng nhu cu nht, cng nh xc nh xem li ha c c thc

hin khng.

La chn th hai ngy cng c a thch hn v l do kh n gin. Trc ht v khi c o ni ng giykt qu bao gicng kh quan hn. Thm na, ngy nay chng ta c th s dng cc k thut tip th thngqua csd liu to ra mt bc tranh kh chnh xc m t nhng g xy ra trong tng giai on tip xc vikhch hng. iu ny s gip cc doanh nghip tp trung vo nhng im cn ci tin, hoc ngc li - t bvic tha mn nhu cu li, c bit ca mt vi khch hng no .

Ly v d v mt lnh vc chu siu tit gt gao ca cc quy nh l lnh vc chm sc y t. Khch hng ngp bc svi mt s triu chng bn ngoi. Bc shoc nh t vn s da trn chn on. Tip theo, bcshoc nh t vn (i khi cng vi bnh nhn) s chn la cch iu tr thch hp. Cui cng l t iu tr m

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kt qu c th l tt, cng c th l khng. Nu nhng d liu ny c ghi li y , chng ta c th ni liuquy trnh chn on v iu tr bnh c hiu qui vi bnh nhn hay khng. iu ny quan trng hn vicghi li xem bnh nhn c phi xp hng chn lt khm khng. Trong trng hp bnh nhn phi chctun lt mt cuc hn vi bc shoc nh t vn, hoc iu tr mt cn bnh no , th vic tr honli l chi tit ng lu .

Ghi li s tha mn ca khch hng cng ging nh ghi li thi gian chkhm bnh vy. Lc , chng ta cth bit c nhn vin tip tn c d chu khng, bc sc lm bnh nhn cm thy bt lo u trong qu trnh

chn on bnh khng (bt k bnh c thuyn gim hay khng). iu ny c th gy ng nhn. Nu bn c lnglng lm vic m khng gii thch g vi bnh nhn, c th bn s b xem l bc shng xong. Ngc li, nubn kho lo trong giao tip vi khch hng nhs dng cc k nng i thoi sc so, bnh nhn snh gibn rt cao v bn c th tip tc kinh doanh mt thi gian trc khi bnh nhn pht hin ra rng mt s ca iutr ca bn khng em li kt qu nh ha, hoc ni n gin hn th bn l mt bc schuyn nui bnh.

Mt yu tc bit ti t trong vic tha mn khch hng l n c th li cc ngun lc v c cng tc qun trra khi mc ch ban u ca nh cung cp, thm ch cn khin doanh nghip khng bit mc tiu c t chay khng. Trong ngnh dch v, mc tiu l lm cho bnh nhn cm thy khe khon hn, l o to mtsinh vin hoc em li nhng khon li nhun cao t tin u t. Trong ngnh t, gc nh sn xut, mctiu l lm ra mt chic xe hi an ton, t tn chi ph bo tr bo dng, v gip cho vic di chuyn tim

A n im B c thc hin an ton, ng gi. gc dch v, mc tiu l gip khch hng thu hi chic xeh hng trong cc v va chm mt cch nhanh chng v an ton, ng thi cung cp mt chic xe thay th thchhp khch hng s dng trong thi gian chsa cha.

C nhng ngnh ngh m yu to lng s hi lng ca khch hng l mt phn trong dch v ch yu, chnghn nh tnh chnh xc v gigic ca xe la v my bay. y, khch hng thng cho rng vic khi hnhng gikhng quan trng bng vic n ni ng gi. Trong thc t, cm t dch v khch hng cn cchuyn thnh tri nghim khch hng. Ban qun tr cn quan tm n tri nghim di hn, ch khng ch ltri nghim n l qua mi giao dch. iu ny rt quan trng v thi gian o lng cng di, ban qun tr cngphi tp trung nhiu hn xem sn phm hay dch v tht s hiu qu vi khch hng nh ha khngThi gian o lng cng di, ban qun tr cng phi tp trung nhiu hn xem doanh nghip vi mc tiu

quy trnh, h thng v nhn vin c tht s ch trng vic tha mn nhu cu khch hng khng, hay ch lmh tm hi lng trc mt.

Hin nay c mt tin vui cho cc nh marketing l tiu im ca hot ng ny ang c mrng v o sutrong mi ngi u c vai tr cung cp v h trsn phm hay dch v, k c nhn vin sn xut, nhn vingiao dch khch hng, nhn vin ph trch nghin cu, xy dng thng hiu v qung co. Cch lm ny mangmi ngi n gn nhau hn, ng thi khuyn khch mi ngi u t thi gian tm hiu c mv kvng ca khch hng. Phng php ny gi ln nhiu tng quan trng i vi marketing. Quan h khchhng c th ch ko di mt thi gian v da trn mt dch v ban u hay l mt thi gian di s dng snphm hay dch v, nhiu tr y t di hn, gio dc, bo dng xe hi, cc khon u t di hn D trongtrng hp no th bn cng cn ghi li mt cch chi tit v tt c nhng g xy ra, t tnh hung, cch x l n

li ha ca bn vi khch hng. c bit trong mt s ngnh, nh dch v ti chnh v y t, cc cng ty phi lugi nhng d liu nh th.

Mc d b phn marketing p dng tiu chun o lng vic tha mn khch hng, nhng cc nh qun lvn c th ch trch cc hot ng di hn ca h, cha k ban qun tr cng ty thng s tp trung vo cc tiuchun sai lm v cc tiu chun o lng trong ngn hn. iu ny li lm cho hot ng di hn ca h trnnkh khn hn.

PHN ON V P NG NHU CU KHCH HNG

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Nh cung cp c th cng vi khch hng chia s nhng thng tin hu ch v dnh tng lai ca c hai bniu ny c gi l phn on v p ng nhu cu khch hng. Tn gi ny c vi trc thi i do hinnay hnh thc marketing ny cha ph bin lm, d n bt u xut hin v ang c p dng nhngcng ty c cc trang web cho php khch hng ni ln nhu cu ca mnh v tm kim nhng thng tin m hmun nhn, nh Amazon chng hn. Mt s ngn hng cng thu thp thng tin v dnh ca khch hng vcng vic ny thng do b phn t vn ti chnh m nhim. Nhng thng tin ny sc chuyn sang bphn giao dch ca ngn hng v c s dng qun l khch hng.

Hnh thc marketing ny vn cn giai on skhai, bi nhiu nh marketing tin rng h t lm th tt hnLp lun ca h l: Chng ti - nhng nh marketing thng thi - s thu thp d liu lin quan n bn. Chngti s phn tch thng tin, lp h sv bn, sau s ni cho bn bit sp ti bn mun g. Dng pht trin caonht ca hnh thc tip th ny l tip th kch cu, nhng l kch cu da trn d liu v nhng vic khch hngva mi lm, nh hi thng tin, thc hin giao dch, mua hng, ch khng phi nhng vic h dnh s lmV th, cch lm ny khng c hiu qu vi nhiu khch hng. Thm ch, nhiu khch hng t chi khng muncung cp thng tin v dnh ca h cho cc t chc ln, bi h cho rng cc t chc ny s khng s dngthng tin mt cch hiu qu.

Vi hnh thc marketing phn on v p ng nhu cu, doanh nghip s phn on khch hng bng cchtm hiu xem h l ai, h suy nghth no v dnh lm g. Sau , doanh nghip s chuyn nhng thng tin

thu thp c thnh mc tiu hnh ng. Vic ny s gip doanh nghip xc nh xem nn phc v nhm khchhng no, yu cu ca khch hng l g, h mong mun c sn phm hay dch v nh th no, vo lc noTip theo, doanh nghip sp ng nhu cu khch hng bng cch cung ng th m khch hng cn (hay spcn) vo ng thi im v theo ng gi tr. iu ny c thc hin ngay lc ny v c trong tng lai thngqua cc knh thch hp, c nhng knh hin ang s dng v nhng knh sc s dng. Mi chi tit sciu chnh nu cn, trong khi doanh nghip vn thu c li nhun cao.

Khch hng s phn ng ra sao? H s tm hiu v doanh nghip xem doanh nghip hoc t chc no c thcung cp hng ha v dch v gn vi mong i ca h nht (c hin ti v trong tng lai). H nghin cu xemdoanh nghip no c th s dng ng cc thng tin v nhu cu ca h v p ng nhng nhu cu mt cchtt nht. H nghin cu chi tit nhng li cho mi ca doanh nghip, cc knh phn phi, gi tr, dch v trc

v sau bn hng. H cn dng nhng d liu thu thp c d hi thng tin, mua hng, cung cp thng tin cnhn ca h cho doanh nghip, pht trin quan h vi ni h mun nhn v s dng dch v. iu ny tri vicung cch hin nay l a s doanh nghip vn s dng d liu trong qu kh v hnh vi v nhu cu ca khchhng don tng lai. D liu trong qu kh ch c thp ng tt cc nhu cu qu kh, cn cc nhu cutng lai chc ng chng vi sai s ln, bi chng da trn cc thng tin tng hp s lc thi qu. Nubn dng mn bnh pizza xc xch rc thm tiu trong ba ln i n nh hng th vn khng c ngha l bn sgi li mn ln th t.

Phn ln cc doanh nghip t ra yu km trong vic phn on v p ng nhu cu v cc m hnh phn onhnh vi khch hng ca h khng ph hp: chng khng to iu kin khch hng by t suy nghca mnhTt nhin, nhng cng ty khai thc tt cc phn tch don nhu cu da trn hnh vi qu kh ca khch hng

c nhn (nh chui thi gian hay d liu v nhm khch hng tiu biu da trn cc khch hng tng t) s ckt qu marketing tt hn nhng cng ty khai thc km hoc khng lm g c. Nhn b ngoi c v nh h pdng nhng phng php tin tin trong vic phn on v p ng nhu cu khch hng, nhng tht ra tiuchun tuyt i ca h rt thp so vi mc thnh cng m h nhm ti. Tuy nhin, khch hng li nh gicao nhng doanh nghip ny, mc d nh gi ny ch c tnh cht tng i, v phn ln cc doanh nghipcung cp nhng sn phm hay dch v khng st vi nhu cu ca khch hng.

Marketing da trn s phn on v p ng nhu cu khch hng i hi doanh nghip phi bit s dng thngtin v khch hng mt cch nhy bn v kho lo hn. N cng i hi doanh nghip phi c phong cch phcv theo yu cu v kh nng p ng nhanh chng, thng minh trc cc nhu cu ca khch hng, khng chtrong nhng cuc tip xc thng ngy, m c trong vic iu chnh ngn sch marketing (tc l qun tr ngun

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lc marketing) v iu chnh li ch tng th cho bn cho khch hng (tc l qun tr marketing doanh nghip)Trong nhng ngnh ngh m gi tr sn phm v dch vc quyt nh bi cc s kin v khch hng (nhcc hot ng kinh doanh) hay s kin c tnh cht chu k ca t chc v c nhn (nh ngnh ngn hng hayvin thng), khch hng s ni cho nh cung cp bit sp ti h dnh lm g v h s cung cp nhng d liuny u n. Trong lc , nh cung cp phi thng xuyn phn on v p ng nhu cu khch hng, cngnh b sung d liu v khch hng mi vo d liu khch hng hin ti ln k hoch cung ng sn phm haydch v. Sn phm hay dch v cho bn sc bo cho khch hng, ng thi khch hng sc php tcng n cch thc cho bn sn phm hay dch v, c v thi gian cung ng, phng thc t hng, cc

hnh thc giao hng v c nhng iu khon thanh ton. iu ny s mang li li ch to ln cho khch hng, vh s tn t thi gian, cng sc v chi ph c c ci mnh mun. H cng s mua c cc sn phm haydch v ph hp hn vi nhu cu ca mnh. V pha nh cung cp, li ch do hnh thc marketing ny mang lil hiu qu hn v chi ph, c th phn ln hn v li nhun cao hn.

NH GI MARKETING

Mt trong nhng kt lun u tin rt ra t cc nghin cu v trng hp thnh cng v tht bi trongmarketing l: thnh cng, doanh nghip phi n lc vn ng, ch khng th ch trng chvo sc mnhcng ngh. Cng ngh l yu t cn thit nhng khng phi l th quan trng nht. Mt bc th vit tay haythm ch mt n ci ng lc, ng ch cng c th li n tng tt p hn l hng lot th qung co

Nguyn nhn gy tc nghn hot ng ca doanh nghip gn nh lun lun l cc vn kinh doanh, chkhng phi cc vn h thng. Vn c th nm khu qun tr chng trnh hoc khu thc hin. Mc dchin lc l ng, nhng vic khai thc tt nng lc v thi gian ca cc b phn khc nhau nhm t kt qumong mun li rt kh khn. i khi vn nm khu son tho chin lc, nu ban qun tr cp cao hiu saiv bn cht m hnh kinh doanh. Chng hn, h cinh ninh rng khch hng mun c mt quan h qua li susc, trong khi a s khch hng chn gin l mun chn c cc sn phm v dch v tt nht.

Khng c mt ginh no (c hai chiu) v mi quan h gia quy trnh kinh doanh ca cng ty v vic sdng cc nh cung cp bn ngoi (t t vn n cc dch v thu ngoi). Khuynh hng hin nay l thu nhncng bn ngoi, khng ch cho nhng cng vic lin quan n h thng v csd liu, m c cho mng dchv. Cc cng ty thnh cng y l cng ty bit cch qun l cc nh cung cp bn ngoi, kt hp h vi nhau

v vi ni b cng ty to thnh i nhm lm vic nhm t c kt qu mong mun. H cng bit rngcn chn cc nh cung cp da trn kh nng cung ng nhiu loi dch v khc nhau, ch khng ch da trn hthng v kh nng lm vic trong mt i nhm ln hn.

Cc cng ty thnh cng cng ph vmt trong nhng phng thc c h nht: tch bit gia nghin cu thtrng vi qun tr csd liu khch hng. H bit kt hp c hai mng ny hiu v khch hng su schn. H khng ch qun l ngun thu thp thng tin ch yu v khch hng to ra kt qu tt nht cho cngty, m lun nghn li ch ca khch hng. Nu khch hng cung cp tt c nhng thng tin ny cho chngti, th d n danh, nhng thng qua cc thng tin c nhn hay thng qua cc giao d ch v hi p, h s cmthy th no v vn ny? Cc thng tin ny sc s dng nh th no? H c cho php chng ta s dngthng tin khng? H c nhn thy li ch g khng? Cc thng tin ny c kt ni cht ch nhcc knh

phn phi v phng tin truyn thng m cng ty s dng, sau khi tnh n hiu qu v vi s cho php cakhch hng.

Cc nh qun tr cp cao cng ph vnhng quy nh truyn thng v vic nn s dng knh no hay phngtin truyn thng no cho mi cng vic c th, v xem tt c cc knh v phng tin truyn thng nhnhng phng cch qun l doanh nghip trong hot ng giao tip vi khch hng, v ngc li. Chin lca knh s thay i khi tnh cht cc knh thay i v vic hoch nh truyn thng s dng cc phng tintruyn thng trung lp hnh thnh. Nu lm ng cch, b phn marketing s khng lm cho ngi khc cmthy kh chu v t c nguy ctrthnh bia n ca nhiu nhm khch hng v i khi cn l chnh ph.

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cc cng ty c lnh o tt, cng tc marketing thng c hiu theo ngha rng nht, tc l mt trchnhim ln c c ban qun tr cp cao chia s. Trch nhim ny da trn cc tng marketing chung r rng(khng ch l chc nng marketing), dn dt tt c cc kha cnh ca marketing, t xy dng thng hiu, tipth trc tip, n xy dng quan h khch hng, bn hng hay tip th ti nh phn phi... Tt c gn b mtthit vi nhau cng to nn thu nhp cho cng ty, pht trin ng sn phm cho khch hng, gi chn v thuht thm cc khch hng tim nng, ng thi chng t gi tr ca marketing vi hi ng qun tr, khch hngv cc thnh phn lin quan khc.

NH HNG MARKETING THEO LCH LM VIC CA CNG TY

Trong lot bi vit cng b nm 2004, Hyde, Landry v Tipping - ba chuyn gia v marketing thuc hng tvn chin lc v cng ngh Booz Allen Hamilton xut nm bc tin hnh cch mng marketingnh sau:

1. Chn mt m hnh marketing ph hp vi t chc ca bn v nng lc lnh o ca ban iuhnh.

Cc nh cung cp dch v marketing chu trch nhim iu hnh mt s lng nh nhn vin v qun ldch v marketing tp trung, chng hn nh dch v truyn thng. H cng iu phi quan h marketing-dch v vi cc nh cung cp.

Cc nh tvn marketing siu hnh b phn marketing doanh nghip. H gip nh hng k hochmarketing theo ng chin lc doanh nghip, bo m tun th cc quy nh v tn thng mi v cc quynh v h thng nhn din thng hiu, cng nhiu phi vic chia s cc phng php tin tin trongdoanh nghip. Nhng ngi thc y doanh nghi p pht trin l nhng ngi lm vic cht ch vi gim c iu

hnh thc y s pht trin doanh nghip. Hnh hng chin lc thng hiu, khuyn khch cc khoch pht trin kinh doanh mi cng tinh thn sng to v i mi trong doanh nghip. H cng gip nngcao nng lc marketing da trn cc thc o v thi gian thu hi vn. Hc gim c iu hnh traoquyn nh hng chc nng v nhn s marketing theo ng lch trnh cho ca doanh nghip.

2. Tha thun vi gim c iu hnh v hp ng marketing v lin tc i chiu vi tnh hnhthc tin. Do cc tiu ch marketing mi t chc khc nhau, vai tr marketing mi cng ty cngkhng ging nhau, nn nhng ngi qun l b phn marketing c th s khng hiu r rng v mctiu v quyn hn ca h. Hp ng marketing l mt cng c hiu qu gip h xc nh quyn hn lm vic. Cc im chnh trong hp ng l:

Lch trnh: bt k mc tiu l g, cc nh marketing v gim c iu hnh vn phi thng nht vphng php v lnh vc cn u tin. Nu khng c s h tr trn vn ca gim c iu hnh, b phnmarketing khng th hot ng hiu quc. Kim sot: c th b phn marketing khng cn kim sot hon ton cc yu t sn phm, gi c, phnphi, khuyn mi, nhng vn c nh hng mnh mn cc yu t. V d nu nhim v ca b phnmarketing l hoch nh v thc hin chin lc v gi, th h phi c quyn hn no trong cc quytnh lin quan n gi.

Kt qu: khi xem xt doanh thu, tin li, th phn, t l chuyn i, thi gian thu hi vn hay bt c khacnh no trong hot ng kinh doanh v marketing, cc nh marketing v gim c iu hnh phi thngnht v thc o mc thnh cng. Nu khng xc nh r cc mc ca k vng, gim c iu hnhc th mt kin nhn khi theo di tnh hnh. Tnh minh bch: cc cng ty hay lnh vc m marketing khng c cc thnh tch ni bt trong qu khiu quan trng l b phn marketing phi bit cch marketing vai tr ca mnh. Tuy marketing lun cvai tr ni bt trong cc ngnh nh hng tiu dng ng gi, nhng cc nh marketing vn phi i mt vmt thch thc khng km phn kh khn chng t s tn ti ca h l cn thit. Dng nh tt c mingi y u l chuyn gia marketing nn h c v xem thng chc nng ca marketing. Trongtrng hp no th iu quan trng cng l sng h ca gim c iu hnh i vi cng tc marketingtrong doanh nghip.

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3. Lin kt vi cc b phn khc trong doanh nghip. Vai tr ca marketing l s pha trn gia kimsot v to nh hng. Doanh nghip cn hng dn b phn marketing phi hp vi cc b phn chcnng khc, nh bn hng, nghin cu v pht trin, a sn phm hay dch v ra th trng. C cng ty sdng hnh thc hi m t xa gia cc thnh phn lin quan chnh trong bt c quyt nh no. iu quantrng l phi hiu ranh gii gia trch nhim (tc l nhng g thuc v bn) v nhng vic bn cn to nhhng.4. Thc hin lch trnh nng cao nng lc marketing. Marketing ang b cht vn v nhiu mt, c bitl vn pht trin nng lc marketing. iu quan trng l marketing phi a ra c csv mc th

gian thu hi vn mt cch chnh xc. Phng php ny kt hp gia vic thu thp v nh gi d liuquyn quyt nh, thc hin v kh nng t c kt qu ra, ngha l tt c nhng g tp trung vo mctiu tng doanh s.5. xut nhng tng ln v chp nhn ri ro. Nhim v ca marketing khng ch l h trccsng kin hin c, m cn l xut nhng tng c th to nh hng mnh mn vn mnh ca doanhnghip. Cc nh marketing phi lun nui dng tinh thn sng to. Chc nng ca marketing cng khngnn ch gi gn trong vic thc thi cc hng dn v h thng nhn din thng hiu, lm qung co hay vnng cao mc nhn bit, m cn phi pht trin cc d n kinh doanh mi, nm bt cc chi mi vlnh o qu trnh hi nhp trong ton t chc.

QUN L HNH TRNH KHCH HNG

Vic qun l tri nghim khch hng nn l tiu im ca cc d n tip th, bn hng v dch v, c bit lnhng cng ty c cc trung tm giao dch ln, hoc cc cng ty s dng nhiu knh qun l khch hngkhc nhau. Bn cht ca hot ng ny l qun l tt c cc yu t gp phn vo tri nghim khch hngbao gm nhng yu t tc ng trc tip nh dch v h tr, cc chng trnh khuyn mi v, nu cn, cthng hiu sn phm. Ngoi ra, cn c cc yu t gin tip hn nh phng thc cung cp sn phm hocdch v thng qua (hoc phi hp) vi bn th ba, cch to ra nhu cu thng qua cc hot ng ca doanhnghip, thng qua hot ng truyn thng v quan h cng chng, thng qua cc khch hng khc bngqung co truyn khu v thm ch l thng qua i th cnh tranh. y l mt tm nhn hp nht vt rakhi ranh gii tip th, bn hng, dch v, cng nh cc knh truyn thng v phn phi khc nhau. Nichung, phm vi ca n rng hn khi nim qun tr quan h khch hng.

Tuy nhin, tm nhn hp nht ny thng b b qua. Ngay c nhng cng ty c gng qun tr tri nghimkhch hng thng qua cc trung tm lin lc cng gp kh khn do th trc tip khng n tay ngi nhnhot ng ca cc chi nhnh b trc trc Du sao, vic tp trung vo ton b tri nghim khch hng vmt mi, d ch l mt trung tm lin lc n gin, cng rt c li, bi n gip doanh nghip tp trung cao vo khch hng. Mt iu cn lu y, c bit vi ngnh dch v, l phn ln khch hng khngquan tm n chng trnh tip th hay n lc bn hng, m l chnh cc hot ng ca doanh nghip.

V d, nu bn l khch hng ca mt ngn hng, mt cng ty in thoi di ng hay mt hng hng khngbn s dnh phn ln s ch cho cc hot ng ca cng ty. Khi gi in thoi di ng, iu bn quan tml cuc gi c thc hin c khng, ng truyn c tt khng, cuc gi c b ngt qung gia chng

khng, cuc gi c c n b bng cch tr tin trn ha n khng Khi bn n ngn hng, bn cphi xp hng khng, bn chi trong bao lu, bn c phi in vo mt mu n phc tp khng, victhanh ton c din ra ng thi hn khng. Cn nu bn i my bay, bn mun bit gi v th no, v cc giao ng hn khng, vic t v qua mng c thc hin c khng, c phng chsn bay khngmy bay c ct cnh v h cnh ng gikhng, phi hnh on c kinh nghim khng, thc n th saoNgha l 1.001 vn lin quan n cng ty ni bn sn mua sm hay s dng dch v.

Cc cng ty hng u thng xuyn s dng d liu v t nht mt trong nhng kha cnh ca tri nghimkhch hng qun l khch hng. T l khng nhn cuc gi l du hiu bo trc s mt lng tin nkhch hng v yu t c cc cng ty s dng mt cch h thng. Ngha l thng tin c sao chp

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vo mt kho d liu v sc o su phn tch cng vi cc thng tin khc, qua nhn din sm nhngkhch hng ng gi c th sp sa ri b cng ty.

Nhng tri nghim ny ch l phn nh ca mt tri nghim rng hn l hnh trnh khch hng. Vn quan trng y chnh l thi gian. Mt hnh trnh l mt lt ct thi gian thng qua tri nghim khchhng. Tri nghim l mt chui cc s kin v rt nhiu chui s kin hoc hnh trnh c mi lin h mtthit vi nhau. Tri nghim ngn nht din ra khi khch hng vo mt trang web, gi in hi thng tin haych l ng tc m ra v c bc th cho hng m bn gi qua bu in. y l mt phn ca chui s

kin di hn nh mua sn phm hay dch v v bn thn vic mua sn phm hay dch v li l mt phntrong hnh trnh s dng sn phm. C th cc hnh trnh c di thi gian bng thi hn ca hp ng, vd nh tri nghim thc t v mt cng ty in thoi di ng hay cng ty bo him xe hi trong thi gianhp ng c hiu lc. Cng c th cc hnh trnh c thi gian ko di, thm chn sut i, v d nhhnh trnh ca khch hng vi cc cng ty bo him nhn th, ngn hng v cc nh bn l m khch hngc khuynh hng trung thnh trong mt khong thi gian di.

Mt trong nhng hnh trnh di nht l hnh trnh v mt chng loi sn phm n din ra trong sut thgian khch hng s dng chng loi sn phm . Hnh trnh cng di, cm nhn ca khch hng v hnhtrnh cng gn vi cm nhn ca h v thng hiu. Nhiu khch hng bit rng l hai khi nimring bit, nhng nhiu khch hng nh ng c hai th, v mt khi khng hi lng v tri nghim mua

sm, h lp tc chuyn sang mt nh cung cp khc. Ly v d v mt khch hng bay thng xuyn trongnhiu nm lin, ri sau vng mt trong mt thi gian di. Hng hng khng lin h h xung bc thpnht trong hng mc u i dnh cho cc khch hng bay thng xuyn. Vy li than phin l g? L Anhkhng nhtrc y ti hng Vng ?. Cu tr li thng gp nht l Khng. Thng tin ny khngc trong h thng giao dch khch hng trc tip ca cc hng hng khng, d vn c trong csd liu vs tng tc vi khch hng y c c nh theo kiu my mc da trn thng tin v chuyn i hinti, ch khng phi mt hnh trnh sut i.

Qun tr hnh trnh khch hng mt cch h thng l kht vng i hi n lc v qu trnh tch hp d liuln thng qua cc hot ng khc nhau nh nghip v, tip th, bn hng v dch v. Tuy khng phi lcno cng cn c gng nhiu nh vy, nhng y l vic nn lm v n c th to ra li th cnh tranh v

gip bn trnn khc bit so vi cc i th khc. Thng thng, nhng nghin cu th trng s cho bnbit iu ny c ng lm khng, hay cc khch hng tt nht ca bn c tng thng bn v vic bngcch li vi bn lu hn hoc mua sm nhiu hn khng.

SKHI U CA CCH MNG MARKETING

C th ni hin nay marketing khng h khe mnh, m ang m nng, hay t nht th cth ang bc lnhng triu chng ca bnh tt. Cc nh marketing bit rng c iu g khng n, nhng khng bitdng th thuc no cha tr. Cc cng ty cng cm nhn c sau n bn trong cth v thc rngh cn ra tay sm, nhng li khng r phc iu tr s phi nh th no.

Marketing hin nay vn ly ngi bn lm trng tm nhm gip doanh nghip tiu th nhiu hng ha hnsong iu ny khng th p dng cho tt c mi lnh vc. Trong tng lai, tiu im ca marketing s lngi mua, ch khng phi ngi bn. Chc nng ca marketing cn thay i theo hng to iu kin khch hng mua sm nhiu hn. Lc , c th h s khng mua hng ca bn, nhng bn vn c chxy dng quan h vi h mt cch tt p v su sc hn trc y. V cbn th y l mt dng khc caquan h khch hng. B phn marketing s phi tn nhiu thi gian iu chnh vai tr quen thuc camnh v c l phi mt n 20 nm tin hnh mt cuc cch mng nh th ny.

Hin ti, cc doanh nghip ang nm gi v kim sot mt lng thng tin khng l v khch hng, cntrong tng lai, thng tin ny s do khch hng kim sot. Khch hng ch cung cp thng tin cho doanhnghip khi no h mun v theo cch thc h mun. V th, iu quan trng l doanh nghip cn vn xa

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hn tm nhn hn hp ca khch hng hin ti vn ch tp trung vo giao dch gn nht. Doanh nghip cns dng nhiu knh tp hp mt ci nhn y v chi tit v nhiu giao dch khc nhau. V d, h s ktni nhng ln mua sm c nhn, mua sm cng vi gia nh v mua sm th yu (do ngi khc thay mtcho khch hng chnh thc hin) to ra bc tranh hon chnh v khch hng.

Mt cch iu tr hu hiu i vi cn bnh ny l t khch hng lm trng tm trong ton b qu trnhqun tr quan h khch hng. y c xem nh mt loi thuc dng trong trng hp khn cp. Khngmay l cn bnh ny kh phc tp v loi thuc ny tuy khng sai, nhng li cn c ung km vi v

loi thuc khc. Nhn b ngoi, qun tr quan h khch hng c v l mt sn phm cng ngh ( c cngty bn csd liu khi thc hin mt chin dch qung co mang tn qun tr quan h khch hng trong 90ngy). Khng t cng ty nghn gin l ch cn u t mt s tin ln vo phn cng v phn mm qunl khch hng th kh khn s t nhin bin mt.

Th nhng khc phc trit vn ny, h cn phi ung mt vin thuc v t chc, mt vin v nhns v mt lot thuc khc na. i khi, d bn khng ung nhm thuc, nhng vn c th xy ra mt s tcdng ph v mt cn au u mi xut hin. Chng ta hy trli im cp phn trc l ccu tchc: chn dung tng phng ban th no, hc qun l ra sao, nn tng quyn lc u nu xt theocch thc ra quyt nh, khuynh hng v hnh ng ca ban qun tr cp cao. Vic thay i mt phntrong cu trc khng ch dn n vic thay i nhng b phn khc, m cn c th gy ra s mt cn i

Bn ng ngh rng lm cch mng marketing l ch cn t im qua loa bn ngoi hoc dng gii phpgicao nh kh. Mc d phng php qun tr quan h khch hng ca bn khng c g sai, song cngnh y hc, ngay c mt i ng chuyn gia cy ghp ti gii nht th gii cng khng th gip g cho bnhnhn, nu b phn cy ghp b ctho thi.

CC GII PHP TIN TIN

Cc gii php tin tin nht c th p dng hiu qubn cp :

1. Xc nh mc tiu. Cc mc tiu kinh doanh r rng da trn tinh thn cho ca thng hiu s thcy nhng tng truyn thng phong ph. Hu ht cc im tip xc u c tht c mt lot mc

tiu nh hnh thnh tng, xy dng quan h, kch hot bn hng, dch v h tr, tri nghim v snphm iu ny i hi doanh nghip phi st cnh bn b phn marketing iu chnh mc tiu, c thl mc tiu v sn lng v cc thc o trong mi quan h vi khch hng.2. Nhn thc v sdng cc im tip xc. tng truyn thng khch quan s gip cc im tip xctrnn tch cc hn. Cc nh marketing cn i chiu nhng im tip xc ny vi tt c cc mc tiung thi xem xt marketing trong bi cnh tri nghim khch hng rng hn.3. nh gi v thc thi cc gii php truyn thng. tng truyn thng phong ph s sn sinh ra ccgii php sng to; mc cng tc cao hn s gip cng vic c tin hnh nhanh chng v hiu quhn. Cc b phn theo di tri nghim khch hng nh tip th, trung tm giao dch qua in thoi uphi tham gia vo qu trnh ny. Cc chng trnh truyn thng marketing t ph lun bit kt hp quytrnh thc hin vi cc phng tin truyn thng theo mt cch thc mi.

4. Hc hi tvic thu thp v sdng dliu. Mt ccu lp k hoch v nh gi tng th cho tt ccc im tip xc, cc b phn v phng tin truyn thng s gip doanh nghip chia s kin thc v thngtin. Mun t hiu qu cao hn, marketing cn hiu ng v i tng ca tng b phn t

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