Giáo trình marketing căn bản / Đinh Tiến Minh, [và những người khác ...]

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TRUflNG DAI HOC KINH TE TP. HO CHI MINH

KHOA THU’O’NG MAI - DU LICH - MARKETING

Chii bien: ThS. DINH TIEN MINH

ThS. QUACH THI BlfU CHAU - ThS. NGUYEN VAN TRl/NG - ThS. DAO HOAI NAM

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Chu Bien:Th.S Dinh Tien Minh

Th.S Quach Thi BQu ChauTh.S Nguyen Van TrUng

Th.S Dao Hadi Nam

(Tai ban ISnthCr hai co chinh ly b6 sung )

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Cong cuoc doi moi kinh td cua Viet Nam trong then gian qua da dat

dirge nhidu tien bo dang kd tren nhidu ITnh vuc. Sau khi Luat Dau tuNuoc ngoai dugc ban hanh vao nam 1987, Viet Nam da thu hut ngay

cang nhieu cac nha ddu tu tren thd gioi, dac biet la tu mot so nuoc c6 nenkinh te phat trien nhu My, Anh, Phap, Due, Nhat, Singapore... Tu duy vaky nang quan ly moi cung du nhap vao Viet Nam. Nhung kinh nghiem

thuc tien rut ra tu cac hoat dong trao doi thuong mai vdi cac nude giup

chung ta cai tien rat nhieu trong cong tac quan ly, dieu hanh va vach ra kd

hoach phat trien cho tuong lai.

Qua trinh hoi nhap cua Viet Nam vao khoi cac Quoc gia Dong NamA (ASEAN) cung nhu vide tham gia vao Khu vuc Mau dich tu doASEAN (AFTA) nam 1995 va vao To chuc Thuong mai The gioi (WTO)

nam 2006 da minh chung cho su tien bo nhanh chong, vuot bac cua mot

dat nude ma each day chi vai thap nien van con rat kho khan, bo ngo voi

phong each quan ly hien dai.

Cung vdi su phat trien kinh te xa hoi, trong cac truong dai hoc taiViet Nam nhieu mon hoc cung cap kien thuc va ky nang quan ly mdi nhuQuan tri Tai chinh, Quan tri Nguon nhan lire va dac biet la Marketing dadugc dua vao giang day. Mot so tua sach chuyen nganh cung da dugc

dich sang tieng Viet de sinh vien c6 co hoi hoc tap va nghien cuu.

Trong ITnh vuc Marketing, chung ta da thdy co rat nhieu tua sach

dugc dich va bay ban tren thi truong. Moi tac gia hay nhom tac gia da cogSng hdt sue minh dd bien tap lai cho phu hgp hon vdi moi truong kinh

doanh kha phuc tap tai Viet Nam. Doi vdi chung toi, muc tieu cua giao

trinh nay cung khong nam ngoai y tuong do. Chung toi mong mudn viet

tiep cho nhu cau rong Ion nay va huong ddn ddi tugng la sinh vien cac hedang dugc dao tao tai cac truong dai hgc tren ca nude.

Trong qua trinh bien soan, chung t6i cd gang tham khao nhidu nguontai lieu trong va ngoai nude, cung nhu ket hgp vdi kinh nghiem giang daytich luy dugc. Giao trinh nay dugc vidt thanh 5 phdn vdi 12 chuong.

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PHAN 1: GIOITHIELI VE MARKETING

■S Chuang 1: Nhap mon Marketing

PHAN 2:MOl TRVdNG MARKETING- LVA CHQNTHI

TRUONG MUC TlfcU VA DINH VI

•J Chuang 2: Moi truang Marketing

S Chuong 3: Hanh vi khdch hangChuang 4: Nghien cuu Marketing

S Chuang 5: Phan khuc, lua chon va dinh vi thi truang ' •

Chuang 6: Chien luge san phdm

S Chuang 7: Chien luge dinh gid

S Chuang 8: Chien luge phan ph6i

PHAN4: TO CHtTC THtfCHlENMARKETING

S Chuang 10: Lap ke hoach, to chuc, thuc hien va kiSm soatMarketing

PHAN 5: CAC HO AT DQNG MARKETING KHAC

S Chuang 11: Marketing dich vu

S Chuang 12: Marketing quoc te

Trong qud trinh viet gido trinh ndy, mac dd chung toi da co nhieu noluc d£ bien soan nhung chdc chdn khong the trdnh khoi thieu sot. Chung

toi rdt tran trpng vd biet an ban doc cd nhung ki£n dong g6p cho cuon

sdeh de Idn tdi ban sau dugc tbt han. Moi trao doi g6p xin vui long gai

vS Khoa Thuang Mai - Du Lich - Marketing, truang Dai Hoc Kinh Te

TP.HCM, so 54 Nguyen Van Thu, QI, TP.HCM.

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Muc luc

MUC LUC

• •

PHAN 1: Gl6lTHIEU VE MARKETING... ... 23 .

CHUONG1: NHAP MON MARKETING(MARKETINGINTRODUCTION)...25

1.1 SV* RA

D6

i VAPHATTRIEN CUA MARKETING...26

1.1.1 S(/ ra dai cua Marketing... ... .... ... ... 26

1.1.2 Cacgiai doan phat trien cua Marketing.... ...27

1.1.2.1 Giai doan huong theo sanxuAt (Production OrientationStage)...27

1.1.2.2 Giai doan huong theo san pham (Product OrientationStage)... ...27

1.1.2.3 Giai doan huong theo ban hang (Sales Orientation Stage)...27

1.1.2.4 Giai doan huong theo Marketing (Marketing OrientationStage) — cdn gpi la huongtheokhachhang...28

1.1.2.5 Marketing xahoi (The Societal Marketing Concept)... 28

1.2 KHAINIEM MARKETING...30

1.2.1, Mot so thuat ngu trong Marketing...30

1.2.1.1 Nhu cau (Needs)... 30

1.2.1.2 Mong mu6n(Wants)...30

1.2.1.3 S6 cau (Demands)...30

1.2.1.4 San phtim(Products)...30

1.2.1.5 Trao doi (Exchanges)... 30

1.2.1.6 Thi truong (Market)...31

1.2.1.7 Khach hang (Customers)...31

1.2.1.8 Ngudi tieudung (Consumers)... 31

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Marketing can ban

1.2.1.9 GiA tri cam nhan cua ngucri tieu dung (Customer

Perceived Value)...31

1.2.2 Khai niem va ban chat cua Marketing...32

1.2.3 Khacbiet giua quan diem Marketing va quan diem banhang...35

13MVC TIEU VA CHU*C NANG CUA MARKETING...36

1.3.1 Muc tieu cuaMarketing...36

1.3.2 Chuc nang cuaMarketing...37

1.4 TIEN TRINHMARKETING... ... 39

1.5 MARKETINGMIX...42

1.5.1 Khai niem... ...;... ...42

1.5.2 Cac thanhphan cua Marketing mix...43

1.53.1 San phAm (Product)...43

1.53.2 Gia (Price)...43

1.5.2.3 Phanphoi (Place)...43

1.5.2.4 Xue tien (Promotion)... 43

1.5.3 Cac yeu to anh huongden Marketing mix...44

1.6 PHAN LOAIMARKETING... ... ...44

1.6.1 Can cu vao lihh vuchoat dong... ...44

1.6.2 Can cu vao qui mo,tarn vochoatdong... ... ...44

1.6.3 Can cu vao phamvi hoat dong... ... 45

1.6.4 Can cu vao khach hang...45

1.6.5 Can cu vao dac diem cau tao san pham...45

CAU HOI ONTAPCHlTONG 1... 47

PHAN2: MOI TRU'O'NG MARKETING, LtfA CHQN THITRU'ONG MVC TIEU & DINH VI...49

CHU'ONG2: MOI TRUONG MARKETING(MARKETING ENVIRONMENT)... 51

2.1 MOI TRVdNG VIMO(MACRO-ENVIRONMENT)---52

2.1.1 Dan so...52

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2.2.2 Nha cung ung... ...58

2.2.3 Cac trung gianMarketing... ... 58

2.2.4 Khach hang... ... ...59

2.2.5 Doi thucanh tranh... ... ... ...60

2.2.6 Cong chung... ... ... ...61*

CAUHOION TAP CHlTONG2... ......64

CHVONG 3: HANHVI KHACH HANG(CUSTOMERBEHAVIOURS)...65 .

3.1 HANH VIMUA HANG CUA NGUtH TIEU DUNG(CONSUMER BUYING BEHAVIOUR)____________________663.1.1 Mo hinh hanh vi muahang cua nguoi tieu dung...66 •

3.1.2 Nhung nhan to anhhuong den hanh vi mua hang cua nguoitieu dung... ... ... ...67

3.1.2.1 Cac nhan to tarn ly... ...67 .

3.1.2.2 Cac nhanto ca nhan...72

3.1.2.3 Cacnhanto van hoa... 73

3.1.2.4 Cacnhan to xa hoi... ...74

3.1.3 Cac danghanh vi mua sim...75

3.1.3.1 Hanhvi mua phuc tap (Complex buying behaviour)... 75

3.1.3.2 Hanh vimua thoa hiep (Dissonance —reducing buyingbehaviour)...76

3.1.3.3 Hanh vimua theo thoi quen (Habitualbuying behaviour)...76

3.1.3.4 Hanh vi mua nhieu lira chon(Variety — seeking buyingbehaviour)... ...75

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Marketingcan ban

3.1.3.5 Tien trinhraquyet dinhmua... ...77

3.2 HANH VIMUA HANG CL1A t

6

CHUC___________________803.2.1 Cac loai thi tmdngto churc...80

32.1.1 Thi tmdng cong nghiep (Industrialmarket)...80

3.2.1.2 Thitmdng nguoiban lai (Reseller market)... ...80

3.2.1.3 Thi tmdng cac ca quan chinhphu (Governmentmarket)...80

3.2.2 Nhung dac tinh cua cac thi tmdng t6 churc...80

3.22. 1 Ket cau thi tmdngva cac dac tinh cuacau...80

3222 Ban chatcua don vi mua...<...81

3.22.3 Cac dac tinh khac...81

3.2.3. Hanh vi mua cuakhach hang to churc...81

3 2.3.1 Nhung nguoi tham gia vao qua trinh muahang... 81

3.2.32 Nguoisur dung... ... . 82

32.3.3 Nguoi anh huong... 82

32.3.4 Nguoi mua... ...82

3.23.5 Nguoi quyet dinh... ... ...82

32.3.6 Nguoibao ve... ... ...82

3.2.4 Cac loai quyet dinhmua va tientrinh raquyet dinh mua...82

3.2.4.1 Mua hang lap lai khong c6 thay doi...82

32.4.2 Muahang lap laico dieu chinh...83

32.4.3 Mua moi...83

CAU HOI ON TAP CHUONG3...86

CHITONG4: NGHIEN CtTtJ MARKETING(MARKETING RESEARCH)...87

4.1 KHAI NIfM VE NGHIEN CtfUMARKETING--- ---88

4.2 CAC LOAIHINHNGHIEN CL'U MARKETING--- ---89

4.2.1 Dira vao muc tieu nghien ciiu c6 nghien ciru ca ban vanghien cuu ling dung... 89

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4.2.2 Dua vao each there nghiencuuc6 nghien cum tai ban va

nghien cum tai hien truong... 89

4.2.3 Dura vao dac diem thong tin co nghien cum dinh tinh vanghien curudinh luong...90

4.2.4 Dura vao muredo am hieu thi tnrdng co nghien cumkhampha, nghien cumso bo, nghien cum tham dd...l... ...90

4.2.5 Dura vao each thurc xu ly so lieu dinh luong cd nghien cummo ta va nghien cum nhan qua... ...*... 90

4.2.6 Dura vao tin suat co nghien cum dot xuat va nghien cumthudng xuyen...90

4.3 QUITRINH NGHIENCUU MARKETING(MARKETINGRESEARCH PROCESS)________________...91

4.3.1 Xac dinh van de va muctieu nghien cum.... ... ...91

4.3.2- Xay dungke hoach nghien cum... ... ...91

4.3.3 Thurc hien nghien cum...;... 92

4.3.3.1 Nguondu lieuthur cap (secondary data)... ... ...92

4.3.3.2 Nguon du lieu sa cap (primarydata)...;... ... 92

4.3.4 Trinh bay bao caoket qua nghien cum... ...96

6

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cAu HOI

O

n TAP CHUTING 4... ...98

CHUTING 5: PHAN KHUC Till TRUONG -LVACHQNTHJ TRUTlNG MVC TIEU - £>INH VITRONG THJ TRUTlNG(SEGMENTATION - TARGETING -POSITIONING)...99

5.1 kh

A

i qu

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t VE THI TRUONG________________________1005.1.1 Cac quan diem vd thi truong...100

5.1.2 Phan loai thi truong...100

5.2. PHAN KHUC THI TRLTCJNG (MARKETSEGMENTATION)...101

5.2.1 Khai niem phan khuc tlii truong...,.101

5.2.2 Dieu kien de phan khuc co hieu qua... 103

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Marketing can ban

5.2.3 Ca so phan khuc thi truong... ...103

5.2.3.1 Phan khuc theo dia ly...103

5.2.3.2 Phan khuc theo dan so...104

5.2.3.3 Phan khuctheotarn li hpc tieu dung...105

5.2.3.4 Phankhuc theo hanhvi ...106

5.2.3.5 Phan khuc thitruong doanhnghiep...107

5.2.4 Cac buoc phan khucthi truong....;...108

53 LVACHQN TinTRUING MVCTIEU___________ ________1085.3.1 Danh gia cac khuc thi truong... ...109

I5.3.1.1 Qui mo va muc tangtruong cua khuc thi truong... ...109

5.3.13 Muc dphap dan cua khuc thi truong... 109

5.3.1.3 Muctieu vanguon luc congty..../....110

5.3.2 Luachon thi truong muctieu.../... ...Ill5.33.1 Marketing khong phan biet (undiffentiated Marketing)...Ill5.333 Marketingphan biet (diffentiated Marketing)...Ill5.33.3 Marketing taptrung (concentrated Marketing)... 112

' 5.3.3 Cancuxac dinhchiSnlugechothitruongmuctieu....113

5.4 DINH• • • VITRONG THITRUONG_______ _____.__ ________1135.4.1 Khai niem dinh vi... ... ...113

5.4.2 Cac miic dp dinh vi... ... ... 114

5.4.3 Cac chiin hrac dinh vi san pham... ... 115

5.4.4 Cac buac cua qua trinh dinh vj (Theprocess of positioning)....116

TOM TAT CHUONG 5... . 119

CAU HOI6N TAP CHlTONG5... ... ...120

PHAN 3: CAC CHIEN LlfQC MARKETING... 121

’ CHUONG 6:CHIEN LUQC SAN PHAM(PRODUCT STRATEGY)...123

■ 6.1SAN PHAMTHEO QUAN DlfeM MARKETING—...124

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Muc luc

. 6.1.1 San pham... ...••...124

6.1.1.1 Khai niem ve san pham... ...124

6.1.1.2 Phan loai san pham...125

6.1.1.3 Dac tinh cuasan phim...126

6.1.2 Nhanhieu...126

6.1.3 Bao bi -Su dong goi... ... ...128

* * *6.1.4 Nhungdich vu ganlienvdi san pham... ... 129

6.2CHIEN LU’QC SAN PHAM... ... ...129

6.2.1 Cac khai niem... ... 130

6.2.1.1 Dong san pham... .130

6.2.1.2 Tap hop san pham... 130

6.2.1.3 Chien luge san phim... ...130

6.2.2 Cac chienluge sanpham... ...130

6.2.2.1 Chienlugetaphgp san phim...131

6.2.2.2 Chien lugedong san pham... ...131

6.2.2.3 Chien luge cho tung san phamcuthe...132

6.3 NGHIEN CUU* CHU KYSONGSANPHAM...134

6.3.1 Khai niemve chu ky sdng san pham... ...134

6.3.2 Dae diem cac giai doan trong chu ky song san pham... 135

6.3.2.1 Doi vdi giaidoanma dau... 135

6.3.2.2 Doivdi giai doan tang truong...'...136

6.3.2.3 Doivdi giai doan trudngthanh... ... 136

6.3.2.4 Doivdi giai doan suy thoai...137

6.4 CHIEN LI/QC PHATTRIENSANPHAM MOI___________ 1376.4.1 Khai niem vesan phammdi...„... . 137

6.4.2 Cac giai doan phat trien san pham mdi...137 .

6.4.2.1 Tim ra nhung ytuongmdi... ...138

6.4.2.2 Chpn Igc va danh giay tuongmdi... ...138

6.4.23 Phat trien vathunghiem khai niem...138

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Marketing can ban

6.42.4 Ho^chdinhchien lugeMarketing...138

6.42.5 Phan tichve matkinh doanh...139

6.42.6 Phdt trien san pham... ...139

6.42.7 Thu nghiem tren thi truong.... ...;...139

6.42.8 Thuong maihoasan pham...139

CHVONG 7: CHIEN LlTQC DINH GIA(PRICINGSTRATEGY)...143

7.1 GIA VA TAM QUAN TRQNGCUA GIA TRONGMARKETING MIX______________________ ______________ 1447.1.1 Gia lagi?... ... ...144

7.1.2 Tam quantrongcua gid trong Marketing mix...144

7.2 NHUNG NHANT6 CANXEMXETKHIDINH GIA______1457.2.1 Nhung yeu to ben trong...146

72.1.1 Cac muc tieu Marketing...146

72.1.2 Chi£nlugeMarketing mix...147

72.1.3 Vi tri cua san pham tren during bieu dien chu ky song...148

72.1.4 Chi phi... ...148

7.2.2 Nhung yeu to ben ngoai...153

7.22.1 Kieu thi truring... ...153

7222 Socau...154

7.22.3 Gia va san phdmcuadoithucanhtranh... ...157

7.22.4 Cac che do chinh sach quan ly gia cua nha nude... 158

73 CACPHUONG PHAP DINHGIA--- 158

7.3.1 Dinh giatren ca sri chi phi (cost-driven pricing)... ... 160

7.3.1.1 Dinh gia cong chiphi...160

7.3.12 Dinh gia theoIgi nhuan muc tieu... ...162

7.3.2 Dinh gia tren ca so gid tri khach hang...163

7.3.3 Dinh gid trenca sri canh tranh... ... ...164

7.3.3.1 Dinh gia theo canh tranh hienhanh...165

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Muc lyc

7.3.3.2 Dinh giadauthan kin... ...165

7.4 MyC TIEU DINH GIA VACAC CHIEN LU^CDINH. GIA BIEN HINH______________________________________1667.4.1 Muctieu dinh gia...166

7.4.2 Cacchien luge dinh giadien hinh...168

7.4.2.1 Chienluge dinh gia cho tap hop san phAm (Product Mixpricing strategies)... ...168

7.4.2.2 Chien luge dieu chinh gia (Price-Adjustment strategies)...169

7.4.2.3 Chien luge thay doi gia (Price changes strategies)... ...171

7.4.2.4 ChiSn luge dinh giasan phim moi (New-product pricingstrategies)...;.... ... ...;...175

7.5 TIEN TRINH XAC DINH GIA BAN CHO MOT SANPHAMMCH____________________________ _____ __________176T6MTAT CHlTONG 7... ...178

CHtfONG8: CHIEN LUOC PHAN PH6l(DISTRIBUTIONSTRATEGY)...180

8.1 TAM QUANTRQNGCUA PHAN PH6l TRONGMARKETING________________ .;_______________________1818.1.1 Khai niem ve phan phoi.... ... ... ...181

8.1.2 Tam quan trong cua phan phoi trong Marketing mix... . 181

8.2 KENH PHAN PHOI...™...__________ _____________________1828.2.1 Khai niem kenh phan phoi... 182

8.2.2 Cautrue kenh phan phoi...182

. )»• ...

8.2.2.1 Kenh phan phoi sanphamtieu dung... ...182

8.2.2.2 Kenh phan phoi cho san phim cong nghiep...183

8.2.3 Cac trung gian trongkenh phan phoi...186

8.2.3.1 Tam quan trgng cuatrung gian phan ph6i...186

8.2.3.2 Cactrung giantrong kenh phan phoi...187

8.2.4 Cac luSng luuchuyen trong kenh phan ph6i...190

8.3 LtfA CHQN KENH PHAN PH6l...191

8.3.1 Cac can cu de lua chon... ...191

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Marketing can ban

83.1.1 Can cu vao cac muc tieu phanphoi...191

8.3.1.2 CSn cur vao dac diem cuathitrudng... ...191

8.3.13 Ccin err vao san phAm... ... ... 192

83.1.4 Can cur vao dac diem cuatrung gian...192

8.3.1.5 Can cur vao nang lure cua doanhnghiep...192

83.1.6 Can cur vao dac diemmoi truemg... ...193

8.3.2 Cac chien lugephan phoi...:...193

8.4 NHUNGQUYETDINHVE QUANTRI KENH PHANPH6l_______________________________________ __________1948.4.1 Tuyen chon cac thanh vien cua kenh... ...194

8.4.2 Khuyenkhich cacthanh vien hoat dong... :... 194

8.4.3 Danh giacac thanhvien...195

8.5 MQTs

6

HOAT DQNG PHAN

PH6

i SAN PHAM VATCHAT (PHYSICAL DISTRIBUTION)... ...195

8.5.1 Xur lydon dat hang... ... ...195

8.5.2 Lurukho... ... 196

8.5.3 Xac dinh lugnghang ton kho...196

8.5.4 Chon phuong tienvan chuyen...'...196

CAU HOI ON TAP CHlTONG 8... ...198

CHlTONG 9: CHIEN LVQCXUCTIEN(PROMOTIONSTRATEGY)...199

9.1 XUC TIEN TRONGB6l CANH MOH...200

9.1.1 Cac khainiem... ... ...200

9.1.1.1 Khai niemxue tien... 200

9.1.1.2 Hon hop xue tien...i...200

9.1.2 Xue tientrong boi canh moi... 201

9.1.2.1 Thai daitruyen thongmoi... ...201

9.1.2.2 Sur thay doi mo hinh truyen thong Marketing...201

9.2 TAM QUAN TRQNG CUA XtiC TIEN TRONGMARKETING...204

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9.2.1 . Muc tieu cuaxuc tien...i...204

92.2 Tam quan trpng cuaxuc ti&i...J....~...206

• I9.2.3 D&c trung cua mpt so cong cp xuc tien...1...208

9.3 MQTSOYEUTO ANH HUONGHENIlO.N HQOP XUC- - . *■ ——XXXXI. •9.3.1 Loai sanpham/ Thi truong...209

9.3.2 Sir sin sang mua...210

9.3.3 Giai doan hien tai trong chu kysong cua sanpham...211

9.3.4 SyrIpa chon chien luoc day haykeo... ...213

9.4 KINH PHI DANH CHO XUC TIEN______________________2149.5 QUANG CAO (ADVERTISING)_________________________2159.5.1 Khai niem va banchat cua quangcao...215

9.5.2 Muc tieu cuaquang cao... 216

9.52.1 Nhom muc tieuhuong den so cau(Demand-Oriented)... 216

,'9.5.22 Nhommuc tieu huong denhinh anh (Image-Oriented)...217

9.5.3 Phuongtien quang cao...218

9.6 TUYEN TRUYENVAQUAN HE CONG CHUNG(PUBLICITY ANDPUBLIC RELATIONS)____...___....______2209.6.1 Khai niem... ... 220

9.6.1.1 Tuyen truyen... ...220

9.6.1.2 Quan he cong chung...220

9.6.2 Muc tieu cua quan he cong chung... 221

9.6.3 Mpts6 hinh thuchoat dpng cua quan h$ cong chung...221

9.6.3.1 Quan he voi bao chi(Press relations);... 221

9.6.32 Tuyen truyen san pham (Productpublicity)...222

9.6.3.3 Truyen thongcua cong ty (Corporatecommunication)...222

9.63.4 Vandpng hanh lang (Lobbying)...*...222

9.63.5 Tu van (Counselling)... ...222

9.6.4 Mot so cong cp chu yeu cua quan he cong chung...222

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Marketing canban______________________________________________________

9.7 KHUYEN MAI(SALES PROMOTION)---223

9.7.1 Khai niem...223

9.7.2 Muctieu cua khuyen mai...223

9.7.2.1 Muctieu cua khuyen mai dentrung gian phan phoi...223

9.7 2.2 Muc tieu khuyen mai den nguai tieu dung... ... 223

9.7.3 Congcu khuyen mai... ...224

9.8 BAN HANG TRI/C TIEP (PERSONAL SELLING)________ 2249.8.1 Khai niem... ... ...224

9.8.2 Muc tieu cua ban hang true tiep... ... 225

9.9 MARKETINGTRtfCTIEP (DIRECT MARKETING)...___2269.9.1 Khai niem.... ... ...226

9.9.2 Lai ich cua Marketing true ti8p... ...226

9.9.3 Muc tieu cua Marketingtrue ti£p... ...227

9.9.4 Mot so hinh thuc cua Marketing true tiep... ... ... 227

* - • " r ’PHAN 4:_L4JPKEHOACH,TOCHtTC, THVC HIENMARKETING... ... 231

CHlTONG 10: LAP KE HOACH, Td CHtTC, THUC HIENVA KIEM SOAT MARKETING(PLANNING, ORGANIZING,IMPLEMENTING ANDCONTROLLINGMARKETING)... 233

10.1QUITRINHQUAN TRI MARKETING...234

10.1.1 Khai niem... ... ...234

10.1.2 Qui trinh quan tri Marketing... ...235

10.1.2.1 Phan tich cac ca hoi tren thi truong (Analyzing marketopportunities)... ...235

10.1.2.2 Nghien cuu, lua chon thi truong muc tieu (Researchingand Selecting target market)...:....235

10.1.2.3 Thi&tlap cacchien luge Marketing (DesigningMarketing strategies)...235

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10.2 KEHOACHMARKETING________________________ _—23610.2.1 Khai niem... ... ... 236

10.2.2 Noi dung cua motkd hoachMarketing... ...236

103THVCHIEN MARKETING--- --- ---238

10.3.1 Khai niem...238

10.3.2 Noi dung thuc hien...238

10.3.3 Mot so ky nang Marketing...239

10.4 TOCHLTC MARKETING_____________________________24010.4.1 To chuc theo churc nang (Functional Organization)...240

10.4.2 To chuc theo dia ly (Geographical Organization)...241

10.4.3 To chuc theo san pham, nhanhieu(Product and BrandManagement Organization)... ...241

10.4.4 To chuc theo khach hang (Customer ManagementOrganization)... 242

10.5DANH GIA VA KIEM SOAT MARKETING...244

10.5.1 Muc dich... ... 244

10.5.2 Noi dung... ... ... ... 244

10.5.2.1 Kiem soat ke hoach hangnam... ...244

10.5.2.2 Kiemsoatkha nang sinhloi... ...244

10.5.2.3 Kiem soat hieu qua... ... ...245

10.5.2.4 Kiemsoat chienluge... ... ...245

CIIL'ONG11:MARKETINGDICH VV(SERVICE MARKETING)...251

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Marketing can ban________________________________________________________

11.1.1 Dinhnghia ...25211.1.2 Cac loai hinh dich vu ...252

11.1.3 San phimdich vu vadich vu ho tn? khach h&ng ...253

11.1.4 Su giaothoa giua san pham dich vu v& san ph Am huu hinh 254

113SUKIIACBIETGIUA MARKETING SAN PHAM

HUUHINH VA MARKETINGDICHVU.______254

113.1 Tmh vd hinh cua san pham (intangibility) ... ...254

1133 Tfnh khong nhat quan (Heterogeneity) 255

11.3.3 Tinh dongthdi giua tieudung va san xuat (Stimultaneous

production and consumption) ... ...25611.3.4 Tfnh de tan lui (Perishability) ...256

11.4.2 Marketingnoi tai ... 25811.4.3 Marketing tuomg tac... ... 25811.4.4 Vai tro cua yeu to cong nghe ky thuattrong tarn giac

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Muc luc

12.2 BAN CHAT CUAMARKETING QU6C TE--- 268

12.2.1 Boi canh thi truong the gicri hien nay...268

12.2.2 Nhung thach thuc doi voi doanh nghiepViet Nam khi thamnhap thi truong the gidi....,... 269

12.2.3 Khai niem va ban chat cua Marketing quoc te...271

12.2.3.1 Marketing xuat khau (ExportMarketing)...271

12.2.3.2 Marketingtai nude sd tai (The Foreign Marketing)... 271

12.2.3.3 Marketing daqudc gia(Multinational Marketing)...272

12.2.3.4 Marketingtoan cau (Global Marketing)...272

12.2.4 Noi dung Marketing quoc te...;...273

12.3KE HOACH VA CHIENLlT<?C MARKETING XUATKHAU_______________________...______________________27412.4 MUCDICHCACDOANH NGHIEP THAM GIA THITRUONG THE Gl6l_________________________________ ..275

12.4.1 Yeu to thuc daytu thi truongtrongnuoc... 275

12.4.2 Yeu to thuc day tu thi truong the gioi... 276

12.4.3 Nhung yeu to mang tinh chien luge...277

12.4.4 Nhung yeu to khac... ...277

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Marketingcan ban

MVCLUC BANG

B&ng 1.1: Cdc giai doan phdt trien cua Marketing...•....'...29

Bang 1.2: Khdc biet giua Bdn hdng vd Marketing...36

. t ■ ,.... . • .J. IBang 1.3: Khai niem 4C thay the 4P cua Lauterbom...43

Bang 5.1: Phan khuc thi truang nguai tieu diing theo dia ly...104

Bang 5.2: Phan khuc thi truong nguai tieu dung theo dan so...105

Bang 5.3: Phan khuc thi truang nguai tieu dung theo tarn If hoctieu diing... ... 106

Bang 5.4: Phan khuc thi truang nguai tieu diing theo hanh vi...106

Bang 5.5: Cac tieu thuc phan khuc khach hang to chuc...107

Bang 5.6: Lua chon cdc chien luge dinh vi cong ty... ...:...117

Bang 7.1: Nhung van de nen va khong nen dat ra khi dinh gia.... ...159

Bang 7.2: He qua cua nhung gia bo thau khac nhau tren Iginhuan dukien... ...166

Bang 7.3: Cac loai chien luge gid ... ...172

Bang 9.1: Dac trung cua mot s6 cong cu xue ti£n...208

Bang 9.2: Chien luge xue tien trong cdc giai doan cua chu kysong san pham...212

Bang 9.3: Mot s6 muc tieu cua quang cao... 217

Bang 9.4: Uu va nhugc diem cua mot so phuang tien qudng cao...218

Bang 9.5: Mot so cong cu khuyen mai...224

Bang 9.6: Mot so muc tieu cua bdn hdng true ti£p...225

Bang 12.1: Ban cau hoi phan tfch ngdnh...266

Bang 12.2: Bdn cau hoi phan tfch doi thu...267

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Muc luc

MVC LUC HINH

Hinh 1.1: Khac biet giua ban hang va Marketing...35

Hinh 1.2: Muc tieu cua Marketing... ...37

Hinh 1.3: Chuc nang cua Marketing: phat hien thoa man nhucau cuakhach hang.... ...38

Hinh 1.4: Mot mo hinh don gian cua tien trinhMarketing... 39

Hinh 1.5: Thoa man khach hang bang gia tri khach. hang vuottroi de xay dung nhung quan he co led...41

Hinh 1.6: 4P trong Marketing mix ...42

Hinh 2.1: Cac yeut6 thuoc moi truong vi mo... h...52

Hinh 2.2: Cac y6u to thuoc moi truong vi mo... ... ...57

Hinh 2.3: B6n loai doi thu canhtranh co ban...60

Hinh 3.1: Hanh vi mua hang cua ngudi tieu dung... ... . 66

Hinh 3.2: Thap nhu cau Abraham Maslow... ...68

Hinh 3.3: Qua trinh tiep nhan thong tin... 71

Hinh 3.4: Cac dang hanh vi mua sam... ...75

Hinh 3.5: Tien trinh ra quyet dinh mua...77

Hinh 3.6: Phan ung cua khach hang khong hai long...79

Hinh5.1: Thi truong chua phankhuc...102

Hinh 5.2: Thi truong phan khuc theo gioi tinh...102

Hinh 5.3: Thitruong phan khuc theo b6n muc thu nhap...102

Hinh 5.4: Marketing khong phan biet...;...IllHinh 5.5: Marketing phan biet...112

Hinh 5.6: Marketing tap trung... ... 112

Hinh 5.7: So do minh hoa dinh vi cac congty san xuat xe tai... ...115

Hinh 6.1: Cac nhan to cauthanh san pham... ...124

Hinh 6.2: Chu ky s6ng san phim...134

Hinh 6.3: Cac dang khac cuachu ky song san pham... ...135

Hinh 7.1: Nhung yeut6 can xem xet khi dinh gia...145

Hinh 7.2 (a): Chuyen dpng cua chi phi tai mot nha may co quimo nhatdinh...150

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Marketing can ban

Hinh 7.2 (b): ChuySn dong cua chi phi qua cdc nh& m£y c6 kfch

co khac nhau... ...151

Hinh 7.3: Chi phi tren m6i don vi san pham xet theo h&m so san

xuat theo kinh nghiem (Function of Production experience)....;..151 •Hinh 7.4: Dubngnhu cau...155

Hinh 7.5: Mo hinh 3C’s (Costs - Competitors- Customers) trong

thiet ke gia... ... ... ...160

Hinh 7.6: Bieu do xdc dinh diem hoa von... 162

Hinh 7.7: Cac muc tieu cua chien luge dinh gi&...167

Hinh 7.8: Trinh tu phan ung cua doanh nghiep truoc su thay doi

gia cua doi thu canh tranh... 174

Hinh 8.1: Cau true kenh phan phoi san pham tieu dung... 183Hinh 8.2: Cau true kenh phan ph6i san pham cong nghiep...184Hinh 8.3: He thong phan phoi da kenh...185Hinh 9.1: Tien trinh truyen thong...203Hinh 9.2: Moi quan he giua muc tieu xue ti6n, tien trinh lira

chon va mo hinh AIDA...206Hinh 9.3: Tmh hieu qua cua cac cong cu xue tien trong cac giai

doan sin sang cua nguoi mua... 211

Hinh 9.4: Tmh hieu qua cua cac hoat dong xue tien trong cac

giai doan cuachu ky song san pham... ... ... ...213

Hinh 9.5: Chien luge day va chien luge keo... 214

Hinh 10.1: Phan tich, hoach dinh, thuc hien va kiem soat

Hinh 10.2: T6 chuc bo phan Marketing theo chuc nang...240

Hinh 10.3: To chuc bp phan Marketing theo dia ly...241

Hinh 10.4: T6 chuc bo phan Marketing theo san pham hoac nhan

hieu... ...242Hinh 10.5: To chuc bo phan Marketing theo khdeh h&ng... 243

Hinh 11.1: Tam gidc Marketing dich vu...257Hinh 11.2: Tam giac marketing dich vu va cong nghe...259

Hinh 12.1: Qui trinh lap ke hoach Marketing xuat khau...274

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Phdn I: Gicri thi?u v£ Marketing

PHAN 1:

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Chuang 1:Nhqp mon Marketing

(Marketing introduction)

4s

Gioi thieu su hinh th&nh va phat trien cua Marketing.

4s

Gioi thieu mot so khai niem Marketing, t£r do rut ra banchat cua Marketing.

*

Chi ra tam quan trong cua Marketing.

4&

Trinh bay cac chuc nang coban cua Marketing.

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Marketing can ban

1.1SV RA DOI VA PHAT TRIEN CUA MARKETING

Khi san xudt hdng hda ra doi vd phdt triin, sg trao d6i cung phdt

triin theo. Muc dfch cua san xuat hdng hda Id Igi nhuan nen viec tieu

thu hit san phdrn cd y nghTa dac biet quan trpng doi vdi moi doanhnghiep.

Trong qud trinh trao doi, c6 nhiiu moi quan he mau thuan, trong do

cd hai moi mau thuan chmh yiu:

- Mau thuan giua nguoi bdn vdd ngudi mua: nguoi bdn luon muon ban

nhiiu hang, bdn voi gid cao di cd nhiiu lai; nguac lai nguoi mua

muin mua voi gid thdp de cd the mua duoc nhiiu.

- Mau thuan giua nguoi ban voi nguoi ban: nhirng nguoi ban deu

muon loi kdo khdch hdng ve phia minh, gianh vd chiem giu nhung

thi truong thuan loi.

Hai mau thuan nay ton tai khdch quan va gan lien voi khau tieu thu. Ketqua cua hai mau thuan nay Id lam cho qud trinh tieu thu hang hda trd nen

- Ghi chep, theo doi muc bdn cdc mat hdng...

Nhirng giai phdp nhu tren la nham giai quyet nhirng mau thuan giuanguoi bdn vdd nguoi mua vd nguoi bdn vdd nguoi bdn. Do cung Id nhirng

noi dung dau tien cua cdc hoat dong md ngdy nay goi Id Marketing.

Marketing Id mpt thuat ngu: tieng Anh dugc su dung dau tien vao nam

1902 tren giang duong dai hoc Tong hop Michigan o My.

Tuy cdc hoat dong Marketing c6 tir rat lau nhung khdi niem chi hinhthanh tu nhung nam dau cua the ky 20. Trai qua qud trinh hinh thdnh vdphdt triin, noi dung cua Marketing ngdy cdng dupe hodn thi?n vd phong

phu. Ngdy nay Marketing dupe ung dung rpng rai trong cdc nuoc cd ninkinh te thj truong phdt trien vd dang dugc truyen bd sang nhiiu nuoc khdetren the gidi.

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____________________________ _________Chuang1: Nhqpmon Marketing

, 1.1.2 Cac giai doan phat trien cua Marketing

Cho den nay, qua trinh phdt trien cdc quan diem Marketing da trai qua

cdc giai doan tiin h6a chu yeu sau:

1.1.2.1Giai doan huongtheosan xuat (Production Orientation Stage)

Trade nSm 1930, c&c cong ty chi tap trung vao viec san xuat. Cac nhadieu hanh san xuat vii cdc ky su lii ngudd c6 anh huomg quyet dinh den kehoach cua cong ty. Giai doan nay phu hop vod hai tinh huong: thu nhat lakhi nhu cau thi truong 16m horn kha nang cung ung, thu hai la khi chi phi

* san xuat qud cao vipc tang nSng suat U can thiet de keo chi phi xuong.Cac nha san xuat co bo phan ban h&ng, nh^ quan tn ban hang conhiem vu quan ly luc lupng ban hang. Chuc nang cua bo phan ban hang

don gian la giai quyet dau ra cua cong ty voi gia dune xac dinh bod bo

Tuong tu nhu nha san xu£t, cac nha buon si va nha buon le trong giaidoan nay nhan manh vao cac hoat dong ben trong, tap trung vao hieu quava kiem soat chi phi.

Cac nhii san xuat luc nay cho rang khach hang khong chi can cosan pham va khong chi quan tarn den gia thap ma con quan tarn denchinh san pham, quyet dinh mua chu yeu dua tren chat luomg cua san

pham. 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 dethu hut khach hang.

Nhung nha san xuat gia dinh rang khdeh hhng muon san pham nhu vaynen ho san xuat ra chung. Nhung nhung mong muoncua khdeh hang thuongkhac horn nhung san pham cung cap nen khau tieu thu van khokhan.

Giai doan dai khung hoang kinh te the giod lam thay doi nhan thuc cuacac doanh nghiep. Van de chinh trong nen kinh te khong con la chu trong

tang cudmg san xuat mil Id phai chu trong din viec ban san phim lam ra.

Viec dua ra san pham tot van chua dam bao sp thdnh cong tren thi truong.

Cac nha quan ly nhan thay rdn^ di ban dupe san phim trong mot moi

truong mil ngudd tieu thu c6 nhieu co hpi lua chpn doi hoi nhung no lucxuetien dang ke.

Trong giai doan huon^theo ban hdng, cac hoatdong khuyin khich khach

hdng mua dupe su dung ram rp de bdn nhung san ph Am ma cong ty da san

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Marketing can ban

xuat. Trong giai doan n&y nhung hoat dong ban h&ng v& nhung nha quan triban hang batdiudirgecoi trong v& c6 nhieu trach nhi?m horn trongcong ty.

Chfnh trong giai dopn n&y, nhung each ban h&ng qua tfch cue (hard sell)nhu thuc ep, van dpng khach hang mua san pham c6 sin v& nhung each ban

hang phi dao due dugc thuc hien. Ket qua 1A tit ca cdc hoat dong ban hangphai ganh chiu nhung tiing xiu. Day lithinh thurc Marketing truyen thong.

Sau chiin tranh the giai lin thu hai, nhu cau gia tang nhanh chong akhap cac nuac. Cdc nha san xuat gia tang san lugng. Ho cung su dungcac hoat dpng ban hang va xue tien de day manh tieu thu. Tuy nhien, lucnay nguai tieu thu khong de bi thuyet phuc. Nhung nguai bah nhan thay

rang nhung nam chien tranh da lam thay d6i cdc giai tieu thu va dua

nguai phu nu tham gia vao luc lugng lao dong trong xa hoi nhieu han.Nguai tieu thu cd kien thuc, kinh nghiem, hieu biet va it bi anh huonghan. Ngoai ra, ho co nhieu su lua chon. Nha nhung ky thuat moi ung

dung trong san xuat, san pham ng&y cang phong phu va da dang han.

Do vay, hoat dong Marketing tiep tuc thay doi. Nhieu cong ty nhanthay ring ho phai san xuat nhung gi nguai tieu thu can. Cac cong ty xacdinh nhu cau cua nguai tieu thu v& thiet ke cac hoat dong cua cong ty dedap ung nhung nhu cau n&y cang hieu qua cang tot.

Trong giai doan nay hinh thuc Marketing hien dai dugc ap dung. Motso cong viec truac day thupc cac bp phan chuc nang khac nay dugc giao

cho bp phan Marketing giam sat hay tham gia y kien nhu kiem soat ton

kho, thiet ke san pham, dich vu... Ngoai ra, cac hoat dpng Marketing

phai dugc hoach dinh trong nhung ke hoach kinh doanh ngin han va dai

han cua cong ty. Cac nha quan tri chang nhung phai hieu tam quan trong

cua Marketingma edn phai c6 tu duy, tam nhin Marketing.

1.1.2.5Marketing xa hoi (The Societal Marketing Concept)

Ching bao lau sau khi dugc chap nhan rpng rai trong nhieu congty, khainiem Marketing lai tiSp tuc dugc phan tich. Trong han hai muai nam gan

day, nhieu nh& phe binh cho ding Marketing khong quan tam den trach

nhiem xa hpi. Mac dCi Marketing cd the giup cong ty dat dugc muc tieu thoaman khach hang, thu dugc Igi nhuan nhung dong thfri cung cd nhung hoatdpng bat Igi cho epng dong (xa hpi) nhu gay 6 nhiem moi trudmg, lam cankiet tai nguyen, anh huemg sure khoe ngudi tieu dhng... Tinh hinh tren doihoi doanh nghipp phai c6 mpt quan diem mdi rpng han quan diemMarketing.

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________________Chuang 1: Nhap mon Marketing

Theo quan diem nay, nhung ngubi lam Marketing phai can doi ba van

de trong khi hoach dinh c<ic chfnh sdch Marketing. D6 1st: •

(1) Thoa man nhu cau va mong muon cua khach hang.(2) Ddp umg nhung lai fch chung, lau dai cua xa hoi.

(3) Dat dugc nhung muc tieu hoat dong cua cong ty.

Mot so doanh nghiep da thu dugc doanh so va lgi nhuan rat Ian do

viec thfch ung vd ap dung quan diem nay.

Hien nay nam quan diem Marketing n&y van dugc cac doanh nghiep

van dung khi quan tri Marketing. Theo thbi gian Marketing van tiep tuc

dugc nghien cuu va phat trien de ng&y cang hoan thien va thfch ung voisu thay doi kinh te —xa hoi trong thai dai mod.

Cac giai doan phat trien cua quan diem Marketing dugc tom tit trongbang 1.1 sau day: - ;

Bang 1.1: Cac giai doan phat trien cua Marketing

Nguon: Dyra theo Philip Kotler (2000), Nhung Nguyenly Ti£p thi, tai ban

Tang san lugng.

Kiem soat va giam chi phf.

Thu lgi nhuan quaban hang.

San pham Hsing hoa

Chu trong chat lugng.

Cai tien san pham, nang cao chat

Lgi nhuan thu dugc thong qua su

thda man vsl trung th&nh cua

Can doi giua thoa man khach

h&ng, lgi nhuan cong ty va lgi fchlau dsli cua xa hoi.

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Marketing canban

1.2 KHAINIEMMARKETING

Nhu cau cua con nguoi la trang thai thieu hut phai duoc thoa man *

truoc het. Do la nhung gi con nguoi can nhu thuc pham, quan ao, nhao... de ton tai. Nhung nhu cau nay khong do xa hoi hay nhung nguoi lam

Marketing tao ra. Chung phat sinh tu tarn sinh ly va ban nang cua con

Do la hinh thai nhu cau cua con nguoi o muc do sau hon, cu the hon.Uoc muon duoc hinh thanh dua tren nhung yeu to nhu van hoa, ton giao,

nhatruong, gia dinh va ca doanh nghiep. Nhu vay, mong muon cung phat

sinh tu tarn sinh ly con nguoi nhung co y thuc. Mong muon cua connguoi thuong da dang hon rat nhieu so voi nhu cau.

Marketing phai bat dau tu nhung doi hoi, uoc muon cua con nguoi.

So cau la nhung mong muon ve nhung san pham cu the co ti'nh denkha nang va su san sang de mua chung. Mong muon se tro thanh s6 clukhi co sue mua.

Doanh nghiep phai do lubng khong chi ve so luong nguoi muon cosan pham ma quan trong hon la so luong nguoi co kha nang va sin sang

mua chung.

Marketing khong tao ra nhu cau (needs), nhung co the tac dong den

uoc muon (wants). Marketing anh huong den s6 clu (demands) blngeach tao ra san pham thfch hop, hap dan, tien dung... cho khach hangmuc tieu.

1.2.1.4Sanpham (Products)

San pham la bat cu nhung gi duoc dua ra thi truong d£ thoa man nhu

cau va mong muon cua khach hang. Khai niem san pham trongMarketing bao gom ca san pham vat chat va phi vat chat. San pham theoquan diem Marketing the hien d nhieu dang nhu san phlm huu hinh, dich

vu, thong tin, kinh nghiem, tai nang, dia diem, to chuc, y tuong...

2

Trao doi la hanh vi nhan duoc vat mong muon tir mpt nguoi va duacho ho vat khac. Trao doi la mot trong bon phuong thuc con nguoi dung

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CStrong 1: Nhqp mon Marketing

de cd dugc sAn pham. Ba phuong thuc con lai la: tu san xuat, tuoc doat,va xin cua nguoi khac. De m6t su trao doi mang tinh Marketing xay racan co nhung dieu kien sau:

- Phai cd it nhat hai don vi xa hoi- ca nhan hay to chuc- moi ben phai

co nhu cau can dirge thoa man.

. - Cac ben tham gia mot each tu nguyen. Moi ben tu do chap nhan haytir choi nhung de nghi.

- Moi ben phai co cai gi co gia tri de trao doi va phai tin rang se conhung Igi ich tu su trao doi do.

- Moi ben phai co kha nang truyen dat voi doi tac va phai co trachnhiem ve hanh vi cua minh.

Thi truong bao gom tdt ca cac khach hang c6 nhu cau (needs) hay

mong muon (wants) chua thoa man, co kha nang va sin sang tham gia

trao doi de thoa man nhung nhu cau hay mong muon do. Thi truong cua

mpt cong ty con co the bao gom ca gioi chinh quyen va cac nhom quan

chung khac...

Khach hang la nhung ca nhan hay to chuc ma doanh nghiep danghuong cac n6 luc Marketing vao. Day la nhung ca nhan hay to chuc co

dieu kien ra quyet dinh mua s^m.

1.2.1.8Ngiroitieu dung (Consumers)

,Nguoi tieu dung bao gom ca nhan, ho gia dinh su dung hay tieu thu san

La danh gia cua khach hang ve su khac biet giua toan bp loi ich cua

mot san pham va tat ca chi phi bo ra de cd dupe san phim, so voi nhungsan pham canh tranh khac1.

Khai niem nay de cap den nhung cam nhan ma khach hang co duoc

tir viec so huu hoac su dung san pham vuot tren nhung chi phi bo ra d£

c6 san pham., Khach hang sin long tra gia cao n£u nhu nhan thiy nhung

gia tri tim kiem tir san pham cao hon chi phi bo ra. Mot san phim khongdap ung dugc

1 Philip Kotler, Gary Amstrong (2008), Principle of Marketing, 12* edition, Pearson

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Marketing canban•

nhu cau cua khach hang la co gia tri khach hang thap. Khach hang sSthoa man horn khi gia tri khach hang cao. ' > .

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. Khach hang

se chon mua mot san pham cua doanh nghiep nao ma ho nhan thay cd

Tren day la nhung khai niem lam nen tang cho nghien cuu va ungdung Marketing trong doanh nghiep hay to chuc. ■ • t ,

,Trai qua tren 100 nam hinh thanh va phat trien, noi dung cuaMarketing da co nhieu thay doi, khi dich sang tieng nude khac kho thd

hien day du va tron ven. Do vay nhieu nude van giu nguyen thuat ngu:

bang, tieng Anh de su dung. Tai Viet Nam, thuat ngu nay thuong duoc su

dung thay cho tu “Tiep thi”, nhat la trong gidi chuyen mon.

Dudi day la mot so quan diem va khai niem Marketing hien dai cua .cac to chuc, hiep hoi va cac nha nghien cuu vd Marketing tren thd gididuoc chap nhan va pho bien trong nhung thap nien gan day:

-Theo CIM (UK’sChartered Institute ofMarketing): “Marketing la

qua trinh quan tri nhan biet, du doan va dap ung nhu cau cua khach

hang mot each co hieu qua va cd Igi”.

- TheoAMA (American Marketing Association, 1985): “Marketing

la tien trinh hoach dinh va thuc hien su sang tao, dinh gia, xue tien

va phan phoi nhung y tudng, hang hda va dich vu d6 tao ra su trao

doi va thoa man nhung muc tieu cua ca nhan va to chuc”.

-Theo Groroos (1990): “Marketing la nhung hoat dong thiet lap, duy, tri va cung co lau dai nhung moi quan he vdi khach hang mot eachco lai de dap ung muc tieu cua cac ben. Dieu nay dugc thuc hien

bing su trao doi giua cac ben vathoa man nhung dieu hua hen”.23- “Marketing la mot he thong cac hoat dong kinh doanh thiet k6 de

hoach dinh, dinh gia,xue tien va phanphoi san pham thdaman mong

2 Tir “customer value” dirge dung thay cho “customer perceived value” trong* nhi&u s£chve Marketing.

3 Philip Kotler, Siew Meng Leong, Swee Hoo Ang, Chin Tiong Tan (1996), MarketingManagement- An AsianPerspective, 8th edition, Prentice Hall, trang 37.

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_______________Chicang 1: Nhdp mon Marketing

muon cua nhung thi truang muc tieu nhim dat dirge nhung muc tieu

cua to chuc”.4

- Theo Philip Kotler (2008): “Marketing la tien trinh doanh nghiep tao ra

gia tri cho khach hang va xay dung manh me nhung moi quan he vai

khach hang nhim dat dugc gia tri tu nhung phan ung cua khach hang”.5

- Theo AMA (2007): “Marketing la toan bp tien trinh sang tao, truyen

thong va phan phoi gia tri den khach hang va quan tri nhung moiquan he vai khach hang theo huong co Igi cho to chuc va co dong”.6Tu nhung khai niem tren, chung ta co the rut ra mot vai nhan xet sau:

(1) Marketing la tien trinh quan tri. Marketing can dugc xem la mot

bo phan chuc nang trong mot to chuc va can co nhieu ky nang quan tri.Marketing can hoach dinh, phan tich, sap xep, kiem scat va dau tu cac

nguon lire vat chat va con nguai. Di nhien, Marketing cung can nhung

ky nang thuc hien, dong vien va danh gia. Marketing giong nhu nhunghoat dong quan tri khac, co the tien hanh hieu qua va thanh cong nhungcung co the kern edi va that bai.

(2) Toan bp cac hoat dong Marketing huang theo khach hang

(Customer-oriented). Marketing phai nhan ra va thoa man nhung yeu

cau, mong muon cua khach hang. Marketing bat dau tu y tudmg ve “san

pham thoa man mong muon” (Want-satisfying product) va khong dunglai khi nhung mong muon cua khach hang da dat dugc ma van tiep tucsau khi thuc• hien • •su trao doi.

De lam khach hang hai long han, cac nha Marketing khong chi

quan tarn den dac trimg cua san pham ma con chu y den nhung Igi ichva trai nghiem do san pham tao ra cho khach hang.

(3) Marketing thoa man nhu cau cua khach hang mot each co hieu

qua va co Igi. Mot to chuc khong the thoa man tat ca moi ngudi trongmpi luc, cac nha lam Marketing doi khi phai co su dilu chinh. Hieu

qua a day co ngu y la cac hoat dong phai phu hgp vai kha nang ngudnlire cua to chuc, vai ngan sach va vai muc tieu thuc hien cua bp phan

/ William J. Stanton, Michael J.Etzel & Bruce J. Walker (1994), Fundamentalsoj

Marketing, 10th edition, McGraw-Hill Inc, trang 6.

5 Philip Kotler, Gary Amstrong (2008), tai li?u dadan, trang 5.

6 www.Marketingpower.com, khai ni?m n^y dupe cac tAc gia Kerin, Hartley, Rudelius,

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Marketing can ban

Marketing dirge thuc hien trong nhung to chuc phi Igi nhuan cungcan quan tri co hieu qua, kiem soat chi phi nhung khong vi Igi nhuan.

Trai lai, trong cac doanh nghiep, kha nang tao Igi nhuan phai dugc xem

xet mot each chinh dang. Tuy nhien, mot so cong ty chap nhan chiu 16

tren mot vai san pham hoac khu vuc thi truong de huong den muc tieuchien luge rong hon, lau dai hon nhung dieu nay phai dugc hoach dinh

va kiem soat. N6i chung, mot doanh nghiep khong tao ra Igi nhuan thi

khong the ton tai. Do vay, Marketing c6 nhiem vu duy tri va gia tang

Igi nhuan.

(4) Trao doi la khai niem tao nen mong cho Marketing. Tuy nhien,

cac hoat dong Marketing lai tao dieu kien cho qua trinh trao doi dien ra

thuan Igi nham muc dich thoa man nhung doi hoi va uoc muon cua connguoi. Nhung hoat dong Marketing thuc hien nham xay dung va duy

tri nhung quan he trao doi co gia tri. Cac nha quan tri Marketing muon

xay dung nhung quan he vung chac voi khach hang phai tao ra va cungcap gia tri vugt trpi cho khach hang.

(5) N6i dung hoat dong Marketing bao gom thiet ke, dinh gia, xuetien va phan phoi san pham. Marketing dung nhung phuong each nay

de kich thich su trao doi. Bang viec thiet ke, tao su tinh te cho san

pham, dua ra gia ban hgp ly, xay dung nhan thuc va ua thich, dam baokha nang cung cap, cac nha Marketing c6 the lam gia tang muc ban.

Do vay, Marketing co the dugc xem la mot hoat dong quan tri nhu cau

thi truong.

(6) Nhung khai niem Marketing moi trong vai nam gan day nhan

manh hoat dong Marketing dugc thuc hien nham tao gia tri cho khach

hang va xay dung, duy tri moi quan he lau dai voi khach hang. Duoigoc do kinh doanh, Marketing bao ham nhung hoat dong xay dung kha

nang sinh Igi va nhung moi quan he trao doi co gia tri voi khach hang.

Trong ti6n trinh Marketing (hinh 1.1) nhung buoc dau tien deu taptrung vao nhung cong viec nham hieu khach hang, tao ra gia tri danh

cho khach hang va xay dung moi quan he chat che voi khach hang.Thong qua do, doanh nghiep thu Igi nho tao ra gia tri vugt troi cho

khach hang. Theo Philip Kotler, bMng viec sang tao gia tri danh chokhach hang, doanh nghiep se nhan dugc gia tri tu khach hang the hien

qua doanh so, Igi nhuan va hon the nua la tai san nhan dugc tir quanhe voi khach hang trong dai han.7

7 Philip Kotler, Gary Amstrong (2008), tai li?udadan, trang 5.

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Chirang 1: Nhqp mon Marketing

1.2.3Khdc bi$t giua quan diem Marketing va quan diemban hang

Nhieu nguai c6 suy nghi ban hang va Marketing la giong nhau. Tuynhien c6 str khac biet 16m giua hai quan diem nay. Theodore Levitt phan

biet hai quan diem nay nhu sau: ban hang la nham vao nhu cau cua

ngudti ban, trong khi Marketing thi nhim vao nhu cau cua nguai mua.

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 bangchinh r ■» osan pham va tat ca nhung gi lien quan den viec tao ra, cung umgva cuoi ciing la tieu dung san pham do (Hinh 1.1).

Huth 1.1: Khac bietgiua banhang vaMarketing

ban hang

Quan diemMarketing

Nguon: Philip Kotler (2003), Quan triMarketing, Tp.HCM: NXB Thong

ke, trang 26.

Khi doanh nghiep tao ra san pham va co gang thuyet phuc khachhang mua san pham, do la ban hang. Ban hang bat dau tai cong ty,dua tren nhung san pham hien co cua cong ty va dua vao nhung hoat

dong ban hang ya xuc tien manh d£ ban hang thu lai nhuan. Thue tS,

doanh nghiep co ging lam cho nhu c4u cua khach hang thich ung vaisan pham dugc cung ezip bai doanh nghiep.

Khi ,mot doanh nghiep tim hieu mong muon cua khach hang vaphat trien san pham thoa man nhung yeu c^u nay d6 tao lai nhuan, dola Marketing. Marketing bit ddu vod mot thi truang da xac dinh ro,

tap trung vao nhung dilu khach hang can, phoi hap cac hoat dong de

tdc dpng den khach hang va tao lai nhuan thong qua su thoa man do.

8 Philip Kotler, Kevin Lane Keller (2009), Marketingmanagement, 13th edition, Pearson

Cong ty - San pham - Ban hang —Lai nhuan thong

& xuc tien qua ban hang

Thi truang -Nhu cau— Phoi hap — Lai nhuan thongmuc tieu K.Hang Marketing qua thoa man

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Marketing can ban

Trong hoat dong Marketing, cong ty dieu chinh sir cung cap theo nhu

cau cua khach hang.

Sau day la mot so diem khac biet giua ban hang va Marketing:

Bang 1.2: Khac biet giua Ban hang va Marketing

- Nhan manh den sanpham.

- Tim each ban nhung sanpham da c6 san.

- Quan tri huong theo

doanh so ban.

- Hoach dinh ngan han,huong den thi truong va

san pham hien tai.

- Chu trong quyen loi

- Quan tri theo huong loi nhuan lau dai.

- Hoach dinh dai han, huong den san phammoi, thi truong sau nay va su phat trien

trong tuong lai.

- Chu trong loi ich ngubi mua.

Nguon: Dura theo Philip Kotler (2000), NhicngNguyenly Tiep thi, tai banlan 2, Tp.HCM: NXB Thong ke, trang 36.

Hien nay, trong cac cong ty Marketing dura ra triet ly va dinhhuong nhieu hoat dong cua cong ty. Nhung muc ti6u Marketing phan

anh nhung muc tieu chung cua cong ty. Marketing tiep tuc van nhan

manh den phan ti'ch va thoa man khach hang, dinh huong nhung nguonluc cua cong ty de tao ra san pham ma khach hang muon va dieu chinhtheo nhung thay doi ve nhu cau va dac trung cua khach hang.Marketing tim kiem nhung su khac biet thuc su trong thi hieu cuakhach hang va sang tao nhung gia tri de dap ung.

Dura theo triet ly Marketing, ban hang duoc su dung de thong dat vatim hieu khach hang. Nhung su khong hai long cua khach hang se danden su thay doi chinh sach ban hang.

1.3 MUCTIEUVACHtfCNANGCUAMARKETING

Marketing huong den ba muc tieu chu yeu sau:

- Thoa man khach hang: La van de song con cua cong ty. Cac noluc Marketing nham dap ung nhu cau cua khdch hang, lam cho hp

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Chuang 1: NhapmonMarketing

hai long, trung thanh voi cong ty, qua do thu phuc them khachhang moi.

- Chien thang trong canh tranh: Giai phap Marketing giup cong ty doi

pho tot cac thach there canh tranh, bao dam vi the canh tranh thuan

loi tren thi truong.

Huth 1.2:Mactieu cua Marketing

Nguon: William J. Stanton, Michael J.Etzel & Bruce J. Walker (1994),

Fundamentals of Marketing, 10th edition, McGraw-Hill, Inc, trangl1.- Loi nhuan lau dai: Marketing phai tao ra muc loi nhuan can thiet

giup cong ty tich luy va phat then. Su trung thanh cua khach hanglien quan mat thiet voi kha nang sinh loi cua cong ty trong hien taiva catrong tuong lai.

1.3.2Chucnang cua Marketing

Chuc nang co ban cua Marketing la dua tren sir phan tich moi truong

de quan tri Marketing, cu the la: •

- Phan tich moi truong va nghien cmi Marketing: dir bao va thich ung

voi nhung yeu to moi truong anh huong d£n sir thanh cong hay that

bai; tap hop cac thong tin de quyet dinh cac van dd Marketing.

- Ma rong pham vi hoat dong: lira chon va dua ra each thuc tham nhapnhung thi truong moi.

- Phan tich nguoi tieu thu: xem xet va danh gia nhung dac tinh, yeucBu, tien trinh mua cua nguoi tieu thu; lira chon cac nhom nguoi tieuthu de huong cac no lire Marketing vao.

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Marketing canban

- Hoach dinh san ph4m: phat trien va duy tri san phim, dong va tap

hop san pham, hinh anh san pham, nhan hieu, bao bi; loai bo san

pham yen kem.

- Hoach dinh phan phoi: xay dung m6i lien he voi trung gian phan

phoi, quan ly dur tru, ton kho, van chuyen va phan phoi hang h6a va

dich vu, ban si va ban le.

- Hoach dinh xuc tien: thong dat voi khach hang, voi cong chung va

cac nhom khac thong qua cac hinh thuc cua quang cao, quan he cong

chung, ban hang ca nhan va khuyen mai.

- Hoach dinh gia: xac dinh cac muc gia, ky thuat dinh gia, cac dieukhoan ban hang, dieu chinh gia va sur dung gia nhur mot yeu to tichcue hay thu dong.

- Thuc hien kiem soat va danh gia Marketing: hoach dinh, thuc hienva ki£m soat cac chuong trinh, chien luge Marketing, danh giacac rui ro va loi ich cua cac quyet dinh va tap trung vao chat

lugng toan dien.

Hinh 1.3: Chirc nangcuaMarketing: phat hien va th da mannhu caucua khach hang

Nguon: Berkowitz, Kerin, Hartley, Rudelius (1997), Marketing,

McGraw-Hill, Inc

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Chirang 1: Nhap mon Marketing

Buo'c1: Hieuthi truongva nhu cau cua khach hang

Theo Philip Kotler trong budc dau tien, cac nha Marketing phai hieunhung nhu cau, mong muon cua khach hang va thi truong ma ho hoatdpng. Nhung cong ty thuc hien Marketing thanh cong danh nhieu thoigian va nguon luc de nghien cuu nhu cau, mong muon va so cau cua

khach hang. Nhung khai niem nay da phan tich o tren.

Buo'c2: Thiet ke chien luge Marketinghuong theo khachhang

Sau do nhung nha quan tri Marketing co the thiet ke chien lugeMarketing huong theo khach hang. Philip Kotler cho rang quan tri

Marketing la nghe thuat va khoa hoc lua chon thi truong muc tieu va xaydung nhung quan he sinh loi voi nhung thi truong nay. Voi muc dich tim

kiem, thu hut, giu gin va phat trien khach hang muc tieu, quan tri

Marketing phai sang tao, phan phoi va truyen thong nhung gia tri khachhang vuot troi. Nhung quyet dinh chinh yeu trong buoc nay la:

Lira chon khach hang muc tieu: nha quan tri tien hanh phan khuc

thi truong, va lua chon khach hang hay thi truong ma ho muon huongden. Cac nha quan tri Marketing can thau hieu muc do, thoi diem va banchat cua nhu cau.

Lirachon gid tri dap ungx do nhu cau, mong muon cua khach hang

rat da dang cung nhu nhung giai phap Marketing cua cac doanh nghiep

dua ra dap ung nhung nhu cau nay cung rat phong phu nen viec tao su

khac biet va dinh vi la rat quan trong. Gia tri xac lap la toan bo loi ich vagia tri ma doanh nghiep hua hen dap ung nhiim thoa man nhu cau cua

khach hang.

Hinh 1.4: Mot mo hinh dan giancua tien trinh Marketing

Sangtgogia tri cho khachhang va xayd\rng qnan

Thu ho^ch giatri

tfr phan ungcua

co l<?i vAt$o svhamthichkhach

< Hieu thj

truong vAnhttag

y6u cau,

Thu giatri tirkhach

tao ra Iqri

tAi sanrukhach

k marketing

! ■1 phoihopdephan

phoi giA

trj vuqrt

tr<?i

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Marketing can ban________________________________________

Lua chpn triet ly quart triMarketing: c6 ndm huong triit ly qudn tri

Marketing dan dat chien luge Marketing Id san xuat, san pham, banhdng, Marketing vd xa hpi. Nhung quan diem quan tri ndy da trinh bdychi tiet a phan dau cua chuong ndy.

Bucrc 3: Chuanbimptchuong trinh va ke hoach Marketing:

Sau khi phan tfch nhung khdeh hang ma doanh nghiep lua chon de

dap ung cung nhu phuong edeh tao ra gid tri cho nhung nh6m khach hang

ndy, cac nha quan tri se phat trien chuong trinh Marketing phoi hop nham

phan phoi nhung gid tri dinh sin den khach hang muc tieu vd xay dung

nhung moi quan he voi ho. Chien luge Marketing dugc thuc hien thong

qua nhung hoat dong Marketing cu the, do Id Marketing mix cua doanh

nghiep. Khai niem ndy se trinh bay trong noi dung sau.

. Day la buoc quan trong nhat trong tien trinh Marketing. De phan tfch

noi dung ndy chung ta can hieu mot so khai niem lien quan sau day:

Quantri quan he khach hang(Customer Relationship

Management —CRM): Theo Philip Kotler, day la khai niem quan trongnhat trong Marketing hien dai. Theo nghia hep truoc day, CRM la quantri nhung thong tin chi tiet ve khach hang nhat la nhung “diem nhay

cam”9 cua khdeh hang de toi da h6a su trung thanh cua ho.

Trong thbi gian gan day, CRM dugc hieu theo nghia rong hon, do la

toan bo tien trinh xay dung vd duy tri nhung moi quan he khach hang co

Igi bang viec dap ung vugt trpi nhung gid tri vd su thoa man khachhang. Qua trinh ndy lien quan den tat ca hoat dong gianh giat, giu gin vdphdt trien khach hdng.

Gid tri khach hang: khdi niem ndy da phan tfch trong phan tren. Cl

day chung ta se xem xet moi quan he giua gid tri cam nhan cua khdehhdng vd su thoa man cua khdeh hdng.

Su thda man cuakhdeh hang: su thoa man cua khach hdng phuthuoc vdo su cam nhan do san pham mang lai so voi su mong dgi cuaho. Neu su cam nhan dap ung dugc nhung ky vong hay mong dgi cua hothi khdeh hdng se hdi long. Khi nhung cam nhan dat, dugc tu san pham

vugt hon mong dgi thi khach hang rat hdi long hoac rat thfch thu.

Hau het nhung ket qua nghien cuu cho thay muc do thoa man cao

dan den muc dp trung thanh cao. Nhung khdeh hdng ndy khong chi lap

lai viec mua md con truyen bd cho nhung nguai khde su trai nghiem

9 Tir nguyen gdc tieng Anh Id ‘Touch points” dugc de c£p bdi Philip Kotler vd GaryAmstrong (2008), tai li?u da ddn, trang 13.

40

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Chuang 1: Nhap mon Marketing

cua ho doi vai san pham. Do vay nhieu doanh nghiep luon tim eachdap ung khach hang nhieu hon nhung gi hp hua hen. Nhung cung canluu y rang nang cao muc do thoa man, thi'ch thu khong phai la toi da

hoa sir thoa man cua khach hang. Kotler cho ring muc dich cuaMarketing la lien tuc tao ra nhieu gia tri hon cho khach hang nhung

khong phai la dang hien tat ca ma la lam cho khach hang phai quay vechpn san pham cua cong ty.

Nhung phan tich tren cho thay khi gia tri danh cho khach hang vupttrpi hp se hai long, thich thu dan den muc dp trung thanh tang len. Nhung

moi quan he co led nay phai dupe duy tri lau dai. Hien nay phuomg each

tao quan he vdi khach hang da co nhieu thay doi.

Trude day, cac doanh nghiep thuc hien Marketing dai tra huang den

tat ca nhung khach hang ma hp co kha nang phuc vu. Trong thdi gian gan

day, cac doanh nghiep xay dung moi quan he true tiep va lau dai voinhung khach hang dupe lira choncan than.

Bon budc dau tien cua tien trinh Marketing lien quan den viec xaydung quan he voi khach hang. Budc cuoi cung de cap den viec thudupe gia tri trong hien tai va tuong lai the hien qua doanh thu, thi phan

va Ipi nhuan. Bang each sang tao va cung cap gia tri cao hem, doanhnghiep lam cho khach hang thoa man hon, hai long han. Hp se trungthanh va mua nhieu san pham cua cong ty han. Dieu nay cd nghTa la

kha nang thu Ipi trong dai han cua doanh nghiep cao hon.

Hinh 1.5: Thoa man khach hang banggid trf khach hangvirpt trpi de

xaydwngnhung quan he co Ipi

No l\rc eda to Andoanh ngjiicp

de thoa mankhdeh fating

Khdch hangthda manNhttng moi

quan h<J cd l<?ii vdi khdch hdng

Gitr lai khachhAng

Gid tri danh cho iIchdch hiing

■v-ixqrt vr<>i

Thu phyc khdeh

Nguon: William D. Perreault, Jr. E. Jerome McCarthy (2005), Basic Marketing~A global-managerial approach, 15th edition, McGraw-Hill, trang 21.