CcvnMarketing hini

1. PhnmmphntchSWOTchoMarketingPhn mm Marketing SWOT Analysis s hng dn bn tng bc trong qu trnh phn tchSWOTgipbnphntchtnhhungtnglai,nhvvchinlcha.yl mtqutrnhchuynsuvtondin,gipbnphntchcnhhngsnphmvdch vcamnh.Cngviphnmmny,bncthlmragitipthbngthtrctipv qungconhanhhn,chbng1/3thigian.Vnubntngthuvittngqung cochngticamoanvibnrngbncrtnhiutngvit,nnichng cnntayvittngnonac! Saukhitiutngn2tUSDthchinmarketingtrctipchngtimirtrac nhngkinhnghimvphngtinphntchnhngnhhngtcngnmarketing trctip thchinmarketingtrctipthtshiuquphicnnnhngnguyntcvcmt qutrnhlmviccngthng.Chngtilunluntmnhvovtrsuynghtnhngg nhnhtnhtmikhibtumtdnmarketingchomtsnphmmi.iunylun mtnhiuthigianvnhiunnglngnht. iuthilkhichinlctcchincphttrinrthonhothchngtiliqun mt3chngtrnhchiuthgnnhtvkhngbaogisdnglin.iugy thit hihngtriuUSD. Chnhvth,mtgiiphpchnhthnh:PhnmmphntchSWOT Mtlnnachngtirsotlinhngchindchvccchinlclmnhmmx vn,tmra ulimnibtcanhngchindch. Vy cu tr li lg?y lcu himang tnh chtchin lcm chng ti lun thi mnhkhiphiimtvinhngtnhhungvththchkhcnhau.Titinrngcuni Ci kh l ci khn l ng. Khi chng ti c gng tm ra giiphp cho nhng khch hngcngnquti,chngtilunbttrongtnhthphitrlihngngcuhi trongsutqutrnhtduycamnh.Vrichngticngccnhnggiiphpsng to,nhng lith cnh tranh v chibnhnggiiphp tnh th. Nhng khi gpphi nhngtnhhungthngthng,chngticharanhngcchtipcnchunmcvb quacctng,chinlctuytvi. Nhng chng ti bit chng ti cn g. Tht s chng ti khng cn mt danh sch di nhngtngnibtmchngtiphttrin,bivnhthslmhnchcsngto trongsutqutrnhtduy.Bngcchtduymivhngvomctiumikhitipcn mtdnmi,sausuylun,tranhngcuhiphnbin,pdngvonhngtnh hung bcbch, chng ti vntcnhng thnh cngnhtnh,nhng chp dng cchotnhhungmthi. Vth,saukhimtmytunlinxemxtlinhngchindchquanhmthuthpcc thngtinchchtmbomithhotngnhtqun,chngtiara25cuhiv tnhhungquantrng.Trang 1

CcvnMarketing hini

Sau,chngtipdngqutrnhchinlcnib lmtqutrnhmtrong,cc yutcxemxt,phttrinlnvspxptheotngmc(ccrocnhaymc tiu,lichsaochp,Lithcnhtranh,tnhtincy,tiu,ccngh,ccchinlcv thtrngmctiu).iunyemliktquphntchSWOThiuquvnhtquntrong btktrnghpno. KtqusaucnglbnphntchSWOTvittcnhngtngcspxptheotht mcquantrng.Vthlchngticnhngtngchinlc,kmtheonhng ngh,mc,vkhhnhng,bnkhochbnhngvccngunthngtinquantrng chohotngbnhng.Vibngbocotngkt,chngtinhnrarngchabaogi chngticthtcn20%chinlctuytvinht,viccbntng,mc cthtnkhnngbnhngcaonhthvgimarketinghonho.Bncnh, PhnmmphntchSWOTdnhchoTipthsnphmmi(MarketingSWOTAnalysis) ra i. HiuqusdngphnmmphntchSWOTchoMarketing Khi vitnhngmuqung cov tip th, chng ti btbuc sdngnhng tng v khinimnntngttnht,chiuqucaonhttrckhixemxtnnhngtngkm hn.Chngtiphilmhtkhnngtrckhimunsdngtinhngtngthiuqu hn.iucngchothyrng,cngcgngsngtobaonhiuthhiuquchngti emnchohotngbnhnglcnglnbynhiu.Ktquthsao?Chngtiangt cnhtranhvichnhmnh. Cuhitragiiquytmtvntrongqutrnhsngtovqutrnhphntchhot ngcakhchhng,llmsaogimcthigianxung50%hay65%...viktqu tthn. Trongvng5nmqua,chngtigngiiunynhmtvkhbmtvlmtli thcnhtranhcacngty.Chcbncngbit,nmngoichngtiquytnhsdng ttcnhngcngcchinlcvccthngtinhuchphcvchocckhchhngtrc tip ca chng ti. V kt qu chng tit c l nhng sn phm nh Phn mm th phn a l & Tip th trc tip, Kha hc nng cao kh nng tip th trc tip c nhngnhtipthchuynnghiptmkimsdng,nhmtcktqutthnnhng thnhqumhctronghinti. iugxyravitlphnhicabnnu..? iugsxyravitlphnhimuqungcovgitipthtrctipcabnnubn thchinnhngiusau: Bkhiukhchvinghbloikhicucchikhibnrivotnhhungphii mtviithcclnvilithcnhtranhcabnthccnh? Suynghcmctiuvnhnggbnangtipth? Khmphracmtchinlccctt,rimtcina,rilimtcinalc bn mi bit c rng s phi hp gia 3 chin lc tuyt vi hng bn ti mt tngtuytingtincyvcthhotngtuytnhm?Trang 2

CcvnMarketing hini

Toranhngtinguyntipthcbit,cthtonntcngythincmvcc hpdnviitngvgipbnthuvtlphnhicaotuchcui? Tiptheo,bncmtbndanhschgmt50n200tngcspxptheotht snhhngcaitngivimnqucabntrckhibnvitkhochchiuth vkhochchinlc? TronggiaioncuicngkhisdngphnmmphntchSWOTdnhchomarketing,tt cnhngcutrlicabnscspxptheothtchnghn,milinghc xpthnhnhmvxphngtrongMcxphngtrng.Sau,bnscdpxemli nhngcutrlitrongbnphnloitttnhtnkmnht.Tronggiaioncuicng caquytrnh,bnchcnthmvohocthayicutrli,sautmgiiphpv xploichngtrongmcphnloivithangimt1n10,vi10lgitrlnnht. Phn mm Marketing SWOT Analysis s hng dn bn tng bc trong qu trnh phn tchSWOTgipbnphntchtnhhungtnglai,nhvvchinlcha.yl mtqutrnhchuynsuvtondin,gipbnphntchcnhhngsnphmvdch vcamnh. Khibnhonthnh,bnsctngcnthitchoccmccnthit,nghhiu qu,cclichdchchuynyquynlc,llcangitiudng,chinlcvlith cnh tranh,bn cnh cc l do v ro cn khch hng khng mua sn phm. Mt khi honthnhqutrnh,chcnnhtntPrintReporthonthnhbngbococuicng thbnctrongtaybngchinlcTipTh,nhnghacthtrngmctiuv vit bng qung co v tip th trc tip. Bn cng pht trin xong nhng chin lc, chinthutthcthihonhovmangtnhcnhtranhnnsgipbntcbcthnh cngktiptrongcchotngchiuth.CngcphntchSWOTlmtvkhgipbn kimranhiulinhunhn,tmcnhiukhchhnghnvcctinguyntipths gipbntcmcphnhicakhchhngcaohn.Cngviphnmmny,bn cthlmragitipthbngthtrctipvqungconhanhhn,chbng1/3thigian. Vnubntngthuvittngqungcochngticamoanvibnrngbn crtnhiutngvit,nnichngcnntayvittngnonac!

2.Nghthutlngnghe Mtcngcnghincuthtrnghiuqu (I)Quahngngnnmconngibitnghincuthtrng.Tikhngcnhmtimt nhmllnghaynhngbiphntchkthpphctp,chltcuhivlngnghecu tr li. S dng ngh thut lng nghe l yu t quan trng dn n thnh cng trong marketing cacng tybn, vnunh t chin sdn n thtbi. Theonhng g ti trnhby,tischchobncchsdngnghincuthtrngakinthcvotrong chngtrnhmarketingcabn. Tisaonghincuthtrngquantrng Vouthpnin90,khitibtucngvictvncamnh,tithchinbnkho stnhchoringmnh.Tivitkhong100tdintcngvictvncatinhthno.

Trang 3

CcvnMarketing hini

Bngmtgm:(1)khchhngmctiu,(2)nhngngimuamungtnhtvn,v (3)cngviccatikhcvinhngngikhcnhthno. Kntihnvi20nhlnhodoanhnghip,tbngmttrcmth.Saukhihi thmkin,tiquayvchngilngnghecutrli. Nhng li khuyn ca h l v gi. Ti bit c nh v v mc tiu ca ti l nhng doanhnghipangphttrinvkhngcbphnmarketing.Ticnbitckhchhng khnghngthglmvkinhnghimcatinhnglimunbitnhiuvlmcchno ticthgipnhngtchcnhh. Bivbngnghincuny,titinrngcngvicmarketingcacngtytistptrungv hngtikhchhngmctiuhn. Nghincuthtrngcthlmsnphmhonho Lctrc,ticlmvicvimtcngtychuyndngangchunbtungrathtrng mtnhnhiumyctmi.Vsnphmmiivithtrngnncngtyvtimun honthnhthitkcasnphmtrckhitungrathtrng,vthchngtitchc nghincuhnglotnhngnhmkhchhngtptrung.Chonthiimnytilm vic vi i ng thit k pht trin mu sn phm u tin. Tihon ton t tin rng chngtithitkngsnphmdnhchothtrng,vxemcucnghincuchldu hiuchothitk. Tuynhinkhichngtitrnhbysnphmmuchonhmngithamgiacucnghincu, chng tihon tonbtngtrcphn ngcah. Hunhmingikhngquan tm nthitk.mngmanh,dvlhaitchngtinghenhiunhtvnhngtnhth thhontonkhnghtrchovicnhvthnghiu. Trong sut tun k tip, chng titp trung thit k li vnhanh chngt chc cc cuc phngvnmtimtvinhngngithamgiathunhnphnhicahvsnphm mi.Cuicnghcngthchn,snphmctungrathtrngmtcchthnhcngv lmtngrrtthunhpcacngty. Ti rng mnh ngh li nu cng ty tung sn phm ra th trng vi thit k ban u m khngccucnghincutrn.Tibthuytphcrngsnphmsgytnththngtriu chocngtyvlmxuidanhtingcacngty. Nghincuthtrnglmccmiquanhsuthm. Cngtycabnbtcquymno,bnsthynghincuthtrngscngclicam kt giacng ty vi ngi mua. ng dy cuicng l: mingi thch khi bn hi kincah.Hcmthymnhangnggpvothnhcngcacngtybnvbns bitnhiuhnvcinhncahv: ctnhcacngtybn ithcnhtranhcabn Thtrngmivsnphmmichocngtybn.Trang 4

CcvnMarketing hini

Cng ty nghin cu TARP nhn thy rng c mi ngi phn nn th 26 ngi khc li khng. V th nu c10 khch hng gn y phnnn v cng ty ca bn th s c 260 ngi khc s khng c ldo gmquay sangith cnh tranh cabn. C thnhng cucnghincucthchinnhiulnshnhngnhmyphnhicthitk insuvotmtrcaconngi. Nhngkhnngquantrngkhccanghincuthtrng Nghincucthkhiphclicucithoivikhchhngc.ikhi,cuckho st l tt c nhng g cn thit khi phc li cuc i thoi gia cng ty v khch hngkhngcnquantmncngty. Nghincuchomingichibyt.Thnhthong,mingimunthlht nhngcmxccamnh.iukhngcnghahbbnhaycngtycabn.Tri lihtntrngbnhnkhibnchohchi. Nghincucthtmrachiphttrinngaydimicabn.Mtkhchhngca titronglnhvcthngtinsckhoktinghecuchuynvnghincuthtrng cacngtyanhy.Cchymynm,cngtynatriucaanhtaquytnhkho stkhchhng.Mttrongcccuchil:Snphmminobnmuncngtyti cung cp?. Trong s 90 cu tr li m cng ty nhn c th phn ln cho rng h muncngtycungcpthngtinvthphn.Cngtythayinhanhchng,chay mtnm,cngtycungcpnhngthngtindliuvthtrng.Ktqu?Doanh nghipcaanhyphttringp4lntrongvng2nm. Nghin cu th trng gia tng nhn bit s ph thuc sn phm. Cuc kho st tt khngchthuthpdliumcnphbinthngtin.Minlncthchinkho lo,bncthgiodckhchhngvsnphmhaydchvmicacngtyvibn khost. Thnhthongnghincucthphchinhngkhchhngc.Cmtlntigipmt khch hngtronglnh vc dchv cng nghip kho st khchhng c,nhngngi khngctintchnmtnm.Saukhihikinhvcngviclctrc,chngti ktlunbngcuhisau:Bncbitnhayngheninaitronghocngoicngty bntclichtdchvXYZ?.Cuicngcuckhostemli$700,000doanh thuchocngtytctikhoncvmi. JayLipe(LANTABRAND sutmvlcdchtMarketingProfs.com)

3.Nghthutlngnghe Mtcngcnghincuthtrnghiuqu (II)Quahngngnnmconngibitnghincuthtrng.Tikhngcnhmtimt nhmllnghaynhngbiphntchkthpphctp,chltcuhivlngnghecu tr li. S dng ngh thut lng nghe l yu t quan trng dn n thnh cng trong marketing cacng tybn, vnunh t chin sdn n thtbi. Theonhng g ti trnhby,tischchobncchsdngnghincuthtrngakinthcvotrong chngtrnhmarketingcabn. CngcnghincuthtrngttnhtvichiphthpTrang 5

CcvnMarketing hini

+Phngvnmtimt.lmttrongnhngkthutnghincu yuthchcati. Trong,bn(tthnlngoingitvn)nichuyntrctipvikhchhngcabn, milnmtngi.Bnginthoihaygptrctip,bnscccutrlithngqua bngcuhichun.Micutrliuchitcngmtcuhivbuiphngvn cchunbkhngkodiqu30pht. ylmtscuhitithngdngtrongbuiphngvn: Tithiimtisaobnkhngtrthnhkhchhngcacngtychngti? Visquantmn(ngnhcabn)ciglththchlnnhtmbnphiimt? Lmsaobnbitncngtycachngti? Cngtychngtigipbnnhthnotrongnhngthchthccabn? Ailithcnhtranhlnnhtcachngtimbnanghptc?immnhvim yucahlg? ulimmnhv imyucachngti? Cigchngtilmmchacaitrongthtrnglmiu? NhngkhnngkhchaydchvnokhcmbnmunXYZcungcp? ithcnhtranhnocachngtilmttcngvicmarketing? + Cuc kho st sau khi mua hng. gi ng dy trao i m giabn vikhch hng,phitinhnhnhanhchngcuckhostmchilngcakhchhngngaykhi phnphisnphmvdchv.Ncthgipbnbitcbnlmvicttvikhch hngnmcnovbitcvn.Chomingibitslolngvthigian.Tigii hn,bngkhostchocngtymnhtrongmttrang,lcuckhostthngquafaxch vi5cuhiv90%bngkhostchim. ylmtscuhicdngtrongcuckhost: Mtiugbnthchkhilmvicvichngti? Mtiugbnmunthayicngtychngti? Khibnmuasnphmcachngtibnthtsthchiug? T1n10,hychoimiuchngtilmchobn? iugkhinbnstiptclivichngtitrongvng5nm? +Hthngthngtin.Ngynayhthngthngtinnhncnhiusquantmnhl phng tin dn u. Ti cng thy h thng thng tin nh mt cng c nghin cu th trng. Ln ti, bn hay ngi trong b phn kinhdoanh thit lp cuc hp v h thng thngtin,mtphntrongthngtinnghincumbnmunc.Ncthvithcnh tranhchnhcabn(vd:bnbitgvcngtyXYZ?)hayviiuvhnhvitiudng cakhchhng?(Vd:Dchvcngthmnobnthykhchhngtrnthtrngang cn?).Tphpnhngthngtinnghincuquantrngli,clcnchbnggimt tchcph. +Blog.Bloglcchttthcycucithoivithtrngcabn.Nhmarketing kholosdngblog Lunracphnhinhanhchngtkhchhng Ccucithoicnglcvinhiukhchhngvkhchhngmitrongtnglai Ddngtrirngthngtinvcngty.Trang 6

CcvnMarketing hini

+Culcbkhchhng.Khitilmgimcmarketingtinhmysnxutnm,c mitunchngticbuinichuynthnmtvikhchhng,chngtimi510khch hngntrschnhmmtcucithoithnmtvihvsnphmvchngtrnh marketingcachngti. Cngvibprangvncngt,chngtichohxemmusnphmmi,haychiass btngvqungco.Ttcnhngiutrnlmgiatnggitrtrongvicphttrin snphmmivthngipmarketingcachngti. iuquantrnglnhngkhchhnglitrongcucgpmtlcmgicmicalng trungthnh.Chngticnthnhinhngthngtinth.Huhtminginh gicaoiu.Tithtsnghrngculcbkhchhnglcchcgitrvrthu thpcphnhicathtrng. + Mua hng b mt. c sdngrng ri trongngnhbn l. Ngi thchinnghin cuthungingoi lnhvcng vai khchhngmua sm ti cahng cng ty. Cuc nghincunhthgipchocngtyxcnhimmnhvimyucamnhtrongmt slnhvc: Cchtrnhbygianhng Chtlngphcv Knngbnhngcanhnvin Chnlasnphm Gic tcktqutttloinghincuny,cnthungingoicngty,xcnhr loiphnhinobnangtmkim. + Kim tra kh nng sdng.Nu trangwebca cng ty bnng vai trquan trng trongvicxydngtnhcchcngty,bnnndngkimtrakhnngsdng.Vickim tranychobitngisdngcthtipcnvitrangwebcacngtynhthno.Trong mtcuckimtracth,mthochaingisdngcttrongphngsdngtrang web,trongkhinhnvinmarketingcacngty,quanst,lngnghebngthuvghich. bit thm thng tin v kim tra kh nng s sng hy vo trang web ca t chc Usability Professionals (www.upassoc.org) hay c cun sch tuyt vi ca Steve Krug : Don'tMakeMeThink:ACommonSenseApproachtoWebUsability. Mtldosdngnhngngingoilnhvctrongnghincuthtrng. Nucngtybnckhnngcththumtngingoilnhvccthlnhtvn hay nh nghin cu thc hin nhiu cuc nghin cu. C rt nhiu khch hng min cngchiaskincahvhslmtnhimiquanh. Tiphngvnvsngitiudngchokhchhngcativlcnoticnghingc nhinllmsaohcthcimviti.Clhcmthyttinhnkhinisthtkhng hcheyvibnthbaTrang 7

CcvnMarketing hini

Mtvimokhctrongnghincuthtrng. + Lunluncmnnhngcutrlisaubuinghincu.Gihoahaychllicm nhoccchnoghinhnthigianvcngschdnhchocngtycabn +Btckhinocth,cxcnhslngktqunghincu.Dintcuhidc theongt1n5,nquantrngvibnnhthno.iutoradliuctho mnvlcchddnghnrtraktlun. +Nusnphmcabncphnphirngkhp,hychnphnhicakhchhng trnweb.Mtvitrongnhngshiubitnhtvsnphmcabnsntlnhvcny vngitiudngcmthytdokhitrtcmxcthtcamnhbngngnngcachnh h. Ktlun Ti tri qua 2 thp k trong lnh vc marketing v thy rng tr thnh nh marketing thnhcnglhcamktthchinnhngchimlcmarketingm.Nubnthtsquan tmnvicnngcaoctnhcacngty,bnphicchngtrnhnghincuthtrng JayLipe(LANTABRAND sutmvlcdchtMarketingProfs.com

4.KinhdoanhcngnhcucsngNgy nay, pht trin kinhdoanh, ccDNrt quan tm tii sng cnb,nhn vin, trngdngnhnti.Lnhnlvicnggpvosphttrinxhi,titrcchotng cngng Bi thc t, kinhdoanh cngnhcuc sng,nhng gc cho i bao gi cngtmngtrvvingidmcho,vcnhnthna. KhiCtySonymirai,ncNhtcnangvothikkhkhn.Lcccbccha mmunmuachoconmtcicpcngkh.Mthm,GCtyngunhinnghethyc ngicngnhncamnhhimnngnghipcpschchoconihc.ngbnlngl tm hiu tnhhnh i sng cacng nhn vin,bit ch v cng kh khn. ng thn chinhi muamt l cpschv tng cho cc cngnhnvin cconmiihc v khinhrtcmng. ng Gnhnngay ra sc mnhgnb conngi tim ntrong michiccp. cng nhnvinctnhcmsumviCty,hngnmnguduytrvicmicgianhca nhnvinnthmCtyvtngdnghctpchoccchumiihc.Chnhiuny lmchotonthcngnhnvincmthygnbviCty,thmtrntrngcngvicv laongchiuquhnrtnhiu,toralinhunln,thcynngsutlaong. nnay,dncNhtlmttrongnhngqucgiacnnkthutrtphttrin,mc sngcangidncnngcaonhngCty Sonyvnginptngcpschvcnlp ringquthngchothnhtchhctpcaccchunh.Stinbramuahngnghn chiccpschtngchoconcicatonthcngnhnvinlkhngnhnhngGca Cty Sony khng ngn ngi chi tin. V ci m ng thu c chnh l s gn b, tm huytcanhnvinivicngvic,lhiuqulaong.ivimtDNthcngquTrang 8

CcvnMarketing hini

hnth!iunycngitrgpngnlnstinmuamtchiccp,thmchcnquhn c"ngc"na. Bihckinhinnynhcnhchngtabquytsdngnhnstrongqunl.Nhng thctlthuytChoNhntrongkinhdoanhkhnggiihnquanhnhns.ivi khch hng cng vy, DNno thc s bit quan tm ti li ch khch hng, em li cho khchhngnhnggitrsdngchthcthngnhanhchngttithnhcng.Chng tascngxemxtthmmtvdnavithnghiuMissodi,trongtngquanvi khchhng. NghecitnMissodi,chngtashnhdungnmtcahngbnchothu,hoccao cpthlthitkodi.yvymkhngphi.Ltnmtchuicahngmnghca mtphnthnht,Missodicmt"lailch"khthv.Vnhngthcngmngh hngtikhchncngoi.ModiVitNamth nitingtrntonthgii,cngc thcoimayodilngnhtruynthng.thuhtkhchticahngcamnh,tos khcbitvicccahngkhc,chThy chchuicahngmnghquytnhmay tngodiminphchokhch. Tnglmohimvschngbaogicthu.Thnhng,cccahngbnmngh vodicachkhngnhngckhchn,mcncdoanhsnhiuhnhn.ngin vkhchncahng,cmaytngodi,lictvnminphnhngphkini km.Khnghnip,khchmuahaykhng,Missodiuvuiv,phcvtntnh.Bi chtin,mnhtvnhpl,lmunkhchcbtrangphchonhochkhngphicni bnkm.Cnthaicngbit,khngthcigcngtngc. Gi y, Miss o di tr thnh mt trong nhng thng hiu "cng" ca Cty TNHH Trung Thy. Hot ng ca Miss o di cng m rng hnnhiu ch khng giihn kinhdoanhsnphmmngh.NhngchThyGimcCtyvnluntmnim:trong kinhdoanh,chtnlquantrnghnc.Chkvmtbihcgignuytnginghip kinhdoanh,d c phi chu thit. l ln c khch hngt 200 chic o di thu tay cngphu.Khicnhaingynalgiaohng,chchtphthinvtonocngbhti 2cm.Giachtn,chchpnhnbi200tmvi,thunhiungivitincngcao gpnhiuln,thulichongvinhngcakhch.Mttinmvnmngrinc mtvgicuytn. Vich,kinhdoanhcnggindnhcucsng,choiscnhnli. TheoDDDN.com

5.CchnghincuthtrngkhibttayvokinhdoanhBihcutincabntrckhimcnhcabcvothgiikinhdoanhltrnhmc sailmngaytkhilpkhochnghincuvtmhiuthtrng.Khiuchomtk hochkinhdoanh,cngcmtchtggingnhkhimuamtchict:bncnphi tinhnhmtvinghincutrckhiaraquytnhdtkhot.utin,hytmhiu xem liu trnth trng c nhu cu cho snphm hay dch v cabn khng? Hy thc hinmtphpphntchtnhcnhtranh,tmmtaimmcahngvthitlpmt khochkhcbithachobnsnphm/dchv.Trang 9

CcvnMarketing hini

Tuy nhin, trc khi quyt nh u t vo mt nghin cu th trng mt cch chuyn nghip,bnnndnhthigianthuthpccthngtincsnccungcpminphtrn mngInternet.Cctrangwebcaccb,ngnhhoccquanchnhph,cchiphidoanh nghiphoccctchc phichnhphthngcrtnhiuthngtinvrtddngtipcn. Ngoira,bncthnghincuthtrngbngccphngphpcaringnhtinhnh nhngcuckhostsdngbngcuhihocnhngbuiphngvnngn.Vicnys gipbnhiubitchititvlnhvcringbitcathtrngmbnmunthamgiavo. Nubnlmttcnhngvicnyvimtscgngvcnc,thchnhlskhc bitgiathnhcngvthtbivbnkhngmtmtngchiphnoc. Song mun vic nghin cu th trng tr thnh mt cng c c ch cho qu trnh kinh doanh sau ny, bn cn phi nm chc cc khi nim v tng kinh doanh. Khi c trongu khinim v tngri, saubnmi xcnhliuc thbin tng thnhhinthchaykhng?lmciuny,bncnphitmtscuhinhsau: 1.Thtrngivisnphm/dchvcabnbohacha?Vdthnhphnyc thcscnthmmtcahngkinhdoanhphncngmytnhhaymtcahiubnhoa khng?Hngnmtrongthnhphcabn,mingitiutnbaonhiutinchongnh cngnghipmbnnhthamgia?Ckhongtrngnothmnhpvothtrngny nakhng? 2.Nhnggmbnsarachohngcp ngcnhucucathtrngkhng? Nunhbnangnghnviccungcpccdchvchmschngngychonhngch chhoctrinkhaimtdchvtrctuynchoccnhkinhdoanhthngmi,haybtc mtdchvchmsccbitno,iutrctin,bncnphixemxtldchvca bncthtsquantrngvcnthitivikhchhngkhng?Khchhngsnhth nonukhngcsnphm/dchvcabn? 3.ithcnhtranhcabnhinanglmg?iunyrtquantrng,bivbquai thcnhtranhbnskhngbitcccmiedotimnnhotngkinhdoanhca mnh. Bit cnhng thngtin v i ths mbocho bn cv tr vng chc trn thngtrng.Bngcchbitcnhngdoanhnghipkhcanglmg,bncthchc chnrnggicbnaralhplsnphmcabnthuhtkhchhng. Nghincuithcnhtranhcnghaltmhiuxemhlaivskhcbitgiahot ng kinhdoanh ca h vitng kinhdoanh cabn. T tmcch a ra cc sn phm/dchvnibthnvlmciuny,bncnphilidngccimyuca ithcnhtranhcamnh. c thnhnnhn vnmt cchch thngtnhng thng tin thu thpc,bn phispxpchngtheobaloisauy: Ccimmnhcaithcnhtranhsovibn Nhnglithcabnsoviithcnhtranh Nhng imgingnhaugiabnvh.Trang 10

CcvnMarketing hini

4.Bncthviticckhchhngmctiuhaykhng?Bncnbitnhngthngtinv khchhngnhgiitnh,tui,nghnghip,thunhp,lisng,thivtnglpxhi cah.Vkhixc nhculkhchhngmctiu,bncnphibit: Hlnhngai,iugsthuhtvhpdnh Slngngisnmtrongnhmny Sthchtiudngcahthno Himuahnglcnovu. Vd,nubncnhbnsnphmcamnhchoccitngkhchhnglngiv hu,gic,bnnntmhiuxemslngloinginytrongthnhphcabnlbao nhiu,thunhpcahsaukhinpthuvngbohimlbaonhiu?... Mt khi, bn chc chn v tngkinh doanhcamnh,hyo sunghin cun. Ngunthngtinvthloithngtinttnhtmbncththuthpphthucvotng dngkinhdoanhkhcnhauvtrongtnghoncnhcth.Tuchungli,ncthbao gm: Thngtinthngmi:vdccHiphikinhdoanhthngmicthlknhthngtin trctipmbnangtmkim.Ccloithngtinthngmikhccngcthctm thytrongschvbochxutbndidnginhoctrctuyn.Thmch,bncng cththunhnrtnhiuthngtincchkhiithmccgianhngcamthichthng mi. Ccdliuvkinhthocnhnkhuhc:nubnncM,thcctrungtmnghin cudliuvkinhtqucgialnicthcungcpccsliumbncnvphmvi tuitc,thunhpcacctnglptrongx hi,slngccloihnhdoanhdoanhtheo khuvcalvtnglngbnhngivichngloisnphm/dch vmbnnh avokinhdoanh.Ngoira,nhngngiqunlticcthvinlncthchracho bnnictginhngcsdliucbitmbncnhinctrongthvincah. Thngtintccnhmvhiphikinhdoanh:PhngCngnghipvthngmitia phngcthgipbntmkimnhngthngtinmbncn.Bncngcththtmkim sgipcaTrungtmphttrinkinhdoanhvavnhcchnhphtitrhtr ccdoanhnghipvchkinhdoanhnh. Thng tintcctrngihctiaphng:thnhthong,ccgiosticctrng kinhdoanhcnghay yucu cc sinh vin sp ttnghip ratrng tinhnh cc nghin cuctnhkhthivthtrnglyccchngchttnghipkhahc.Vvy,rtcth cnglngunthngtincchchobn. Thngtintccithcnhtranhtiaphng:Nubnangnhbtukinhdoanh tiaphngno,hytmcccahngcaccithcnhtranhvthtmkimcc websitebnhngcah.Hoctmhiumtcngvickinhdoanhtngttrongmtthnh phcngtngtnhnimbnsbtukinhdoanhgpgvtrtruynvinhng ngichshun.iunysgipbnbitldotisaohbnsnphm/dchvvTrang 11

CcvnMarketing hini

nhngthunli,khkhntrongqutrnhthmnhpthtrngvthuhtkhchhng. slnhngkinhnghimqubuivibn. Thngtintcckhchhngtimnng:itngkhchhngtimnngmbncnly thngtinkhngphilbnbvnhngngithntronggianhbn,vcnhthbn micchinghecsthtth.lnhngthngtingitrvccmongmun, sthchcahivisnphm/dchvcabn. Nghincuvtmkimthngtinvthtrnglyutsngcnmbochotng kinhdoanhcabntrthnhhinthc.Nhiungigptrctrcbivhkhngdnh thi gian cn thit nghin cu v tng kinh doanh v tnh kh thi ca n trn th trng.Viccythngtinvnhngnghincu thchhpvthtrngslbc khiuttpchonhngaimibttayvokinhdoanh. (theobwpoatal)

6.Cphibnangtmcchtngslngsnphmtiuth?Hinnaycmtphngphptipthngycngnhhngtiquytnhmuasnphm cakhchhng.lmarketingtringhim.Cchtipthnytoiukinkhchhng cchitipxctrctipvisnphmvemnchohnhngtringhimngnh. Ngy nay, vic p dng marketing tri nghim tr nn ph bin v thng dng ti nhiu cngty,cbitlnhngcngtymuntiutnhanhchng.Biv,theoh,victh nghimvtipxctrctipvisnphmcthtcngnquytnhmuacakhch hnghnnhiulnsovivicqungcosnphmtrnbochvccphngtinthng tin truyn thng khc. Thm ch, hiu qu hn c qua li gii thiu ca bn b v ng nghip. TrongmtcuckhostvmarketingtringhimdoCngtyJackMortonWorldwide (mttrungtmnghincuvmarketingtringhim)tinhnhthigiangnychothy: khongsngitiudngkhichivtcngcamarketingtringhim,trli rng,victhamgiamtskinmarketingtringhimsngngslmtngkhnngxem xtvicmuasnphmcah.Gn60%ngitiudngchorngnstcngnvic muasnphmcahnhanhchnghn. Khngchhiuqutrongvicthuhtcckhchhngtimnng,ivinhmitng khchhngmctiu,marketingtringhimcngctcdngrtlnnuskinct chcchiuquvnhmngitng. Btcaimnocngcthtrthnhnidinracchotngmarketingtringhim cabn,vd:cctrungtmthngmiln,hich,cahngbnl,nhhng,hocthm chngaytrnmtgcphSongvnquantrnglaimclachnphictc dnghtrvphhpvihotngmarketingtringhim,cngnhkhuynkhchv cvchomiquanhtngtcgiakhchhngvsnphm. Sauylbnldoquantrngbnpdngchinthutmarketingtringhimnhl mtphntrongchngtrnhtipthdinrahngnmcabn: *.Kchthchvicmuahngngaylptc

Trang 12

CcvnMarketing hini

Cc s kin marketing tri nghim kt hp c tnh gii tr vi c hi th nghim sn phmangtrthnhmtxuhngphbin.Vd,mtbaticgianhcthcbn sdngnhlmtchichokhchhngthnghimnhngtnhnnghuchcanhng snphm,iumhkhngthcckhimuachngticccahngvsiuth. TrongcuckhostcacngtyJackMorton,gn85%phnnirnghsliko nhngthnhvintronggianhhocbnbthamdmtcucmarketingthnghimsng ng.75%trongshchobitskvinhngngikhcvskin. Chnh cc s kin cng cho thy s khc nhau gia marketing th nghim v cc dng marketing truyn thng khc (v dnh phn pht cc sn phm dng th min ph km theophiudthnghocquaysxkhibnmuasnphm)chtorashngphn vkchthchhnhngmuacakhchhngngaysaukhicthnghimsnphm. *.Marketingtringhimctcdnglnkhiamtsnphmmirathtrng Khitungmtsnphmmirathtrng,bncrtnhiuchiphmivimtssn phmconsnycthlntihngtriula.Trongkhinubnchlmtngch doanh nghip nh,ngn sch dnh cho tip th rthn hp, chc chnbn s phi tm ra cchtipthvqungcohiuquvtitkimchiph.Lcny,marketingtringhiml mttrongnhngcchtipthbnnnlachn.Vd,bncthtchcmtbaticnh trongmtnhhnghockhchsnvmiccitngkhchhngtimnngndtic vnghegiithiuvsnphmmi.Numtbaticvnchaphhpvinhucuca bn,bncthtrnhdinvthuhtkhchhngmctiuthamgiathnghimsnphmti mtgcphnh,hocthamdmtcuchichtrinlm. Tuynhin,khitchcccskinmarketingtringhim,bncnquantmnitng thamd v aim t chc.Nui tng thamd khngngtui, gii tnhhoc nhm thunhpm bnmunnhm ti, bns khngtc mc tiu camnh. Cng tngtnhvy,nuaimtchckhngphhpviccnhmkhchhngmctiu vnidungcaskincngrt ddnnthtbi. *.Gipsnphmcabntrnnnibt Cmtssnphmihiphicstringhimtrctipmikhngnhvtrcamnh trnthtrng.Vd,mtngiphtminhramtloichirtthvvvuimnga snphmcamnhncccahngbn.Nhngrtticsaumtthigian,chica anh ta vn nm im trn cc k bn hng, chm ln gia hng trm nghn sn phm khc. iunystipdinmichonkhianhtabtunghnvicpdngphngphp marketingtringhimviccbuitrnhdinsnphmvmiccembthchimn doanhtasnxut. Ktquthtbtng,skinthuhtcrtnhiutremthamgiavsnphmtrnn bnchy.Nguynnhnldohnhngmarketingnynhtrngtmltrem.Chng muncnhntnmtvcthoimichiccsnphmmtrcychngchc thngnhn.Vcnglldochnglachnsnphmny,chkhngphilsn phmcngloikhccaccithcnhtranhcabntrnthtrng. Songngaycnhngsnphmmivhontonkhcbitcngrtclinubnsdng cchotngmarketingtringhimticccuctrinlmhaytrnhdinthngmivtiu dng.Bivkhchhngctnmtchngkinsnphmthng,chkhngphi thtnhnhlunayhvnthngthy.Trang 13

CcvnMarketing hini

*.Toramtlclngtipthkhngchnhthcchosnphmcabn Cng gingnhting rcrch camtdng sui,mt s tri nghim snphm tch cc chcchnstoranhngcnsngktip.Mcd,ccskinmarketingtringhimch cthdinratrctipvctcdngtrcmtslngkhchhngkhngln,nhngbn cthcngthmvosnhhngdonhngngithamgiasklivinhngkhch hngtimnngkhc. CuckhostdoCngtyJackMortontinhnhnitrncngchothy80%nhngngi tham giavomts kinmarketing tringhim s k v s tringhimca mnh vi nhiu ngi khc. Chnh v vy, bn khng ch c c mt s tng tc hiu qu vi khchhngvtorastringhimngnhivisnphm,mbncncthmlich tstruynkhuvsnphmnnhiuitngkhchhngkhcna.iunyng nghavivicbnccmtlclngbnhngkhngchnhthctruynbnhng iuttpvsnphmcabn. (DchtEntreprenuer)

7.SnphmmivcutinhlckhkhnPhncui:Thcthi tngcabn Nhng sn phmmi y sng to lun lngun nng lng mnh m cho c my tng trngkinhdoanhcabn.Songcngnhbtcngunnnglngnokhc,bnphibit tndngmtcchthchhpnht. Thcthitngcabn Theonhngnghincutrongthigiangny,khong1/3nhngtngphttrinsn phmmikhngthnhcngtrnthct,thmch,trongmtvingnhkinhdoanh,cons thtbicnlnhnnhiu.Cchthcnngcaochithnhcngvinhngtngtt lcntrngtintngbctrnconngphttrinsnphmmi. Vicphttrinmtsnphmmicthcmiutnhmtquytrnhnmgiaion,bt uvivicara tngvktthcltipthsnphmhonthin.gialnhngquy trnh nh gi v trnhdin tng snphm,bovtng... Diy l chi tit trn tnggiaion: a ra tng. Vic a ra tngbaogm haiphn: xy dngmt tng v pht trinnchohotngbnhng.Crtnhiukthutttxydngtng,baogm vichuyngchtxmtpth,nhnglintngngunhinvthmchctronggicm. Bnctharamtdanhschdicctngvsaugnlcchngchcnmtvi tnghahnthnhcngnht. nhgivthhinnhngtngsnphm.Mingiuyuthchcctngca mnh,nhngiukhngcngharngnhngngikhccngth.Khinhgimc timnngcanhngtng,cckinkhchquansrtquantrngvibn.cs gipvnhngvnkthut,nhiucngty atngcahticcphngth nghim,ccchuyngia,cccngtyphttrinsnphmvccctrngihchayccTrang 14

CcvnMarketing hini

trungtmdchvkimtrak thut.Mtk thutcsdngkhphbinlPIES (PreliminaryInnovationEvaluationSystem).ylmtphngphpchnhthngnh gimctimnngcaccphtminhvtng. Bovtngcabn.Nubnnghrngtngsnphmmirtctrinvngthnh cng,bnnntinhnhccbccnthitbovn.Phnlnnhngaimongmunbo vtngkinhdoanhusuynghnccvnbngboh.Thnht,nukhngcvn bngboh,bnsthyrtkhkhnchuyngiaocngnghcabnchocccngty khc,cngnhrtdbsaochp.Tuynhin,skhmtthigianccmtvnbng boh,ylmtquytrnhphctp,vkhngttrng hpbnscnnnhngsgip chuynmn, v vy vic ny tr nn tnkm hn. Nuquyt tm c c sboh phplchotngcabn,hylinhvicclutsvnhnhiu. Honthnhvicnghincuvphttrinbnthitk.Nghincuvphttrin(R&D) lcnthitgnlcccbnthitkchosnphmhaydchvmi.Lchcamtcng tytngtrng,bnsclithttgiaionny.Huhtccnhphtminhclpu khngcccngunlctichnhcnthitvthngkodigiaiongiithiusnphm. Rtnhiunhutchnchutvocctngmichonkhihnhnthyrtim nngthtrng. R&Dcnbaogmvicphttrinsnphmmu,kimtratnhnngsdngcngccc imkhc,vchnh sabnthitkchonkhibnktthcvimtiugbnngh rngcthsnxutvbnrathulinhun.R&Dlinquantinhiucngvicthityu nhtipththnghim,kimtrasnphm,phntchcckhochtipthvxctinbn hng,nghincuchiph,Lbccuicngtrckhibnbttayvotungsnphmra thtrng,R&Dcllgiaionquantrnghnc. Xc tin v tip th sn phm ca bn. Gi y bn csn trong tay mt snphm bn,nlctinhnhcchotngxctin,tipthvphnphi.Nhiuquytcc pdngviccsnphmhinticngcpdngivivicxctin,tipthvphn phisnphmmi.Tuynhin,nhngsnphmmicnmtvimnhkhomi.Vd, tronghotngxctin tipthsnphmmi,bncthsphitipxcvirtnhiu khchhngtimnng,vvy,bncnaramtcigmimmhchatngthy trcy. i visnphmmi,do khngnm chchon ton v th trng thc t, v vy,hotngtipthcabnsphirnglnvbaoquthn.Cuicng,bncthcn kim tra mt vi knhphn phihon tonmi chon khi bn thy cmtni thch hpnhtbnsnphm. Duytrvgigndngsnphmhinti Nu bn thy bn thn ang phi i mt vi mt dng sn phm suy thoi, hnh ng chunxcnhtchahnlnhanhchngphttrinnhngsnphmmi.Vnnyihi phi c thi gian v nhng tnh ton,phn tch cn trng. Diy l mt vi la chn trcmt: Khnglmgc.Thinybiul:Hotngkinhdoanhvnnghngvnlc nsphitinln.Mttrongnhnghotngcnthitkhibnvntiptcbnsnphm hin timbn cho rng khng c trin vngl ngngu t tinbc von.Thay voTrang 15

CcvnMarketing hini

y,bncthnginbnrthtlinhuncthccvsdngkhontinny utchonhngsnphmmihahnhn. Tmkimnhngthtrngthchhp.ngoikiavncncnhngcngtysnxutbng my ch, ai ko nga, my in kim, Nhu cu cho mt snphm him khi b trit tiu honton.Luncnhngkhchhngkhngngngmuaccsnphmlithimkhng quantmtinhngsnphmhini.Nuphcvttnhngthtrngnhvylbnc th trthnhngi ngu. V nuiu nyxy ra, bn c th tia ho linhun thmch,bncththuclinhunnhiuhnvimtsnphmkhccthphnva phimtthtrngangtngtrngmnh. Gisnphmluntimi Chodbngignmtdngsnphmchayphttrinccsnphmmi,chcbn umunmnhlunvtrdnuthtrng.Diylmmtvicngvicthctbn cththchinchcchnrngsnphmcabnluntuimivhpdn: Luncpnhpccthayicngngh.Cctrnhduytxlvnbnthaythmych, vvoicemessagethaythcchthcmingisdnginthoi.Nhngthayivcng nghluntcngnhotngkinhdoanhcabn.Stthncnusnphmcabn luntheokpxu hngphttrincngnghquantrng! Thytrcnhngthayitrongnhucucakhchhng.Nubnmuncckhchhng luntrungthnhvimnh,thbnphilmchohbitrngbnlunpngmiyucu cah. Theo st hnh ng ca cci th cnh tranh. Vic theo st hnh ng ca cc i th cnhtranhchophpbnnhnbitkhinohthnhcngvinhngkhochphttrinsn phmno.Hyxydngmththngthuthpthngtinvccithcnhtranhgip bnlunnmrmihnhngcahccckhochkinhdoanhthchhphn. m bo tng thch vi nhng xuhng thay i trn th trng.Khngc g thay th cvicchoitaivimtlunmrng.Hykhngngngnngcaonhnthc ca bn v th trng xung quanh. Hy thy trc c nhng xu hng thay i trong tnglai.Vhybitcttcnhnggbncthbitvcckhchhngcngnhv cckhchhngcakhchhng. Cuicng,nhmtquytcchung,vicphttrinsnphmmiskotheostngtrng. Nhng ccquy tc cngc thbph v.ngnhanh chng rung ry nhngsnphm hintivngipbnccthnhcngnhngynay,trkhibnnhgicntrng ttccclachn.Trongkinhdoanh,gingnhtiphngkhiuv,victmcmtbn nhythchhplvcngtuytvi. (theobwportal)

8. Binlinthithnh...tin!Trang 16

CcvnMarketing hini

Tipthxaxathnggnlinvi...cimingcangitiudng.Vngynay,sauhng lotpht kinmi vmarketing,nhiu cngty thuht khchhngbng cchsdng phngphpmarketing virus. Mt ci tnhini chomtphngphp xa cnh tri t.Marketingvirushiumtcchnginltoranhnglnsngnthitchccv cngtycngnhvsnphm/dchvcabn. Linthixutphttu? PavelKaraulovmtCEOcahngphnphiinthoiDIVIZION,Nga,vlmttn nhitthnhcamarketingvirus.Theoling, conngitinvolinmtcchvthc. Vd,khichnmthngdulch,mtchicthaymtkthutingiadngno, ththngtinutinmmingidavokhngphitqungcomltlikhuyn cabbn. Theothngk,mtngicthtruynmtthngtinhuchncho16ngikhc.Cn trongtrnghp,lmttintitthlngthchgicahcthgpt410lncon s trn. Li n truyn irt nhanh ging nh virus, chnh v vy, vic to ra nhng ln sngnthicn cgilmarketingvirus. Marketingviruskhngcbtcmtsgiihnnoc.Ttcphthucvochnhsch cacngty,nhngbinphpnohcthchpnhnvhmuncmtdanhtingnh thno. Vd,mthngqungcothchinchindchPRgyscchomttngiinthoi Tele2GSMnhsau:trongthigiancchcsinhcuicpbatchclbgingcuicng caihcsinh,mtnhm cc c gi nhng ngimc ngphc hc sinhci trang thnhmtbbuvothngcuivtrcngcceobngvidngch:Mi,concha c inthoi Tele2 GSM! i trnngph trung tm. ChindchPRny dy ln mtlnsngnthivlmtngngkdanhtingcanhnhiuny.Tuynhin,khng phidoanhnghipnocngchophpmnhsdngcchPRnhvy. Imlnglvng DIVIZIONsdngmarketingviruskhimunthayithnghiucamnh.Vinm trc,hng c tn MegaPhon. Domun pht trin th trng trn ton nc Nga, nhng ngi ch cahngngh ramt ci tnmil DIVIZION. Sau, trong sutba thng hnghontonimlngkhngarabtcmtthngtinchnhthcnovviciug xyravinhngcahngMegaPhonc. iunytorartnhiulinthitphanhngitccachngti.Khisquan tmlntinhim,PavelKaraulovnhli,thchngtitchchinghccitc dicitnmiDIVIZION.Skinthnhcngrcr:rtnhiucahngbnin thoidingtcctnhndhingh,vgiibochcngcngbtinnyrngri trnccphngtintruynthngichng.Nusdngnhngbinphptruynthngv thngtinvsthayingaytu,thchcchnlchngtikhngtcthnhcng nnhvy. BahoabngcngnghTrang 17

CcvnMarketing hini

Trckhithchinmtchindchvirus,phixcnhbncnnthithngtinnhth no.lmciuny,bnphixcnhckhchhngmctiucabnlai?H quantmnnhngiug?Vd,nhcngtyDIVIZON,vistrgipcaccnghin cu makerting hng c bit gn nh 100% i tc tim nng ca mnh u s dng Internet.Vvy,DIVIZIONquytnhtinhnhchindchPRtrnmng:chiphrtthp mthngtinlinngitngcnnhmti. Khngnnsdngmtknhtruyntinduynht.Thngtintungracnchtrbng nhnglintruyntnginysangngikhc.DIVIZIONkkthpngvihai cngtyqungcotmqucgiahotngtronglnhvckinhdoanhcahvvicc hngqungcoaphngnhngnvthngththtrngbna.Nhngcngtyny khngnhngcnhimvtruyninhnglinmcnthchinccchindchqung cotruynthngkhc. KhithchinnhngchindnhPRtrnInternet,bnhymnhdnhptcvicccngc tm kim.Thng thng, tui th camtlinthi trnmng l khongmt thng. Sauthngtinsmtitnhthis.Scsngmnhlitnhtmchngtcvby ngysaukhirai.Ktqutccamtlinthinhvyvokhongt4.000 7.500lngngicpnhpwebsitecacngtytrongvngt34ngy.Tuynhin,cng c nhng trng hp c bit, li n sng trn mng ti mt nm hoc hn. Nhng thngtinvirusthngctruynquaemailvcccngcchat. Ch cbn tnnhiunht l sex v nhngngini ting. DIVIZION khng s dng nhng li n gi tnhnhng sdng ch th hai.Trnbo ch, bnhay c cnhngthngtinrng:ngisaonysdnginthoidingnhnhiunovti sao. DIVIZION thc hin phng vn nhng nhn vt ni ting sau thm mn thm muivovtruynitrnmng. BachindchvirusdobanhnvincaDIVIZIONthchintrongbnthngtngs lng n t hng ca hng thng qua Internet ln 21%. Cc chin dch ny hng ti nhngngisdngInternettrongtuit1430. Tremlmmarketing PhngTy,marketingvirustrnnkhthngdng.Ccdoanhnghiptchccs dngcckhchhngtrungthnhcamnh.InZoneBrandsInc.,mthngcaMsnsut nchoaquvncngtchotrem,chorngknhtruyntinttnhtchnhltrem.Ti Atlanta,nittrscahng,cculcbdnhchonhngngiyuthchncngt BellyWashersdomtbgi10tuitchc.NhngatryuthchccsnphmcaIn Zone Brands cn t chc nhng hot ng t thin phn pht nc ngt BellyWashers trongccdpNoelticcbnhvinnhing,dndpnhngcngvincngcngccm nhnglcinnhnhiucaloincngtny,tchccchichdnhchonhnga trtrongccgianhthiungitrct... Nhngiuquantrngnhttrconhontonnhittnhvchnthnhkhuynbnmnh khcdngththncngtyuthchcachng.Cchngthngtnaphngcngrt quantmnhotngcafanclubny vvy,nhngthnhvincanciukinkTrang 18

CcvnMarketing hini

v sn phm yu thch ca mnh cho cc bn cng trang la trn cc phng tin truyn thng.InZoneBrandsInc.cnthnhlpnhmcvntremchohingquntrhng. Nhngkhchhngnhtuivthnhvincanhmnyc nhhngtichinlcca hngtronglnhvc:chngloimthngmarketingmbosgnktvikhchhngv ngoirachngcntchcnhiuhotngdisbotrcahng. InZoneBrandschichonhmcvntremnykhong60nghnUSD/mtnmvhcho rngyliuhontonbnhthng.Trongvngbanmcui,doanhsbnhngca hng tng hn gp i. Hn na, cc bc ph huynh cng rt vui khi thy con mnh yu thchcchotngxhi. Tinncnglcngvickinhdoanh HngBzzAgentBostonkinhdoanhtrnthinhngchungcamingilumun chiasvinhaunhngthngtinthv.Hng cti25nghncphivin,tronghn 60% lnhngngihn25 tui vnghim tc v chaingi l ch ccdoanhnghip trongdanh sch 500 cng ty c tp ch Fortune bnh chn. Hng ngy, i ng nhng truyntincaBzzAgentlicbsungthmt30100ngi.Hngnhnnhnghp ngqungcovnghnhngcphivincamnhkvittcminginhngu imcasnphm/dchvmhthythchth.Nhngngitnguynnynhnc nhngbnmuhngdnvchinlcthchinmarketingvirus.Hkhenngisnphm mivinhngngiquenvnhngnhnvinbnhngtrongcccahng,githngtin vsnphmquathintnnhngngicnhhngtrongxhi.Vnhngngi nytruyntipnhngtinnhncnnhngngikhcnhngdinhngemailktn mnh. BzzAgent son tho h thng la chn nhng c phi vin ca mnh loi b nhng ngi khngnghimtc.Cc ng vinphiin vomt bn khai, trong ghir tui, trnhhcvn,ccsthchvmcthunhp.Ccnhnviniuhnhcahngsxc nhaiqungcochosnphmmino.Sau,nhngcphivinsnhncbn hngdncchtruyntinnvboconhnghnhngcamnhvihng. Nhngkhchhngtmtchindchvirus12tunvisthamgiaca1.000cphivin phitr85nghnUSD,chaknhngchiphchoccbnhngdnhnhng.Nhng ktquthucxngvingtinbra.Vd,nhngngchcahthngcahng nRockBottomphthinthydoanhscahngtng1,2triuUSDkhinhngkhchhng quencahbtulmvicchoBzzAgent. Nhngchongthchgiaothip MtchuyngiamarketingngiMMerienSelzman,gimcphttrinchinlcca mtcngtyPRtmcthnmtrnthgiiEuroRSCGWorlwidenirng:gnycc cngtycxemxtnphngntndngnhngngiutinsdngnhngsnphm milmmyphttinn. Tuynhin,nhngnginythngthnglikhngsnsngchiasviaivmtsn phmmhvamith.Vvy,ccchindchviruskhtrngcycvohmphi nhmtinhngngimSelzmangilnhngchong.lnhngngivibnchtTrang 19

CcvnMarketing hini

thchgiaothip.ivih,victnhngmtmnhnhnglichcamtloisnphm mino lkhng,h lun ckhuynhhng chias iuny vi bnb vngi quen.Truynvtraoithngtinlmtphncucsngcah.Selzmanginhngngi tiudngnylsichquantrngcacucsngtorakhuynhhngvnhucui chng.Rtnnkhuynkhchnhngngminhbtngnyhnivbnvsnphm cabnvinhngngikhc. Chuynnnhngngibn Cng ngh in t cho php vic trao i thng tinc din ra mt cch chp nhong. Ngynay,mtkhchhngconongnuthyhilng,thhchcnnntlthngtin tchccvsnphm/dchvcabnctruynncho10ngikhc.Nhiucngty bit cch tn dng iu ny, h treo ln trang web ca mnh nhng bc th vi nt bn chuynnnhngngibn. Ngoira,hngmarketinginternetPerelomcnnghranhngbcnhvuinhn,nhngcu chuyn ci...v gi timt sa ch. Nunginhn thch thh s tip tc gin nhngngikhcna...Vchsauvitingsctihngtrmnginhnctinnhn ny. Hinnhin,trongtinnhnsckmmtthngtinhocmtnglinknocthl achdnntrangwebcacngtybn.Quantrnglhnvibn,cnsautt cphthucvocngnghgichnkhchhngcabn. PRen Tuynhin,khngphibtcmtcuchuynnthinocngemlilichchocngty. Ttcnhnghng thchinccchindchvirusunhnxt:khngthkimsotc lungtintuncui.Viukinhkhngnhtlnhnglintiuccdoccith cnhtranhtora.Nm2005,trnthtrngbohimNgaxyramtvbbigiahai hngbohimRosgostrakhv.Thottin,Rosgostrakhkinvtruyn inhngthngtinsailnhvhng.phibithngbnnguynmtkhontin ln,saulikinliRosgostrakhvibncotrng yhtnhRosgostrakhemkin . Vdthctin Nidung:Nhngthanhninsnhiu. Nhim v: Hng bia Penn, Nga, mun sau mt thng tng s cc thanh nin c coi l snhiu,sngMtxcva,tuit2126,bitvnhnhiubiamiPennsln10%. Cchgiiquyt:hngthathunvimtculcbMtxcvahngtuntchcmt tivui snhiu. Hng chntrn cc forum trnmng v trong ccweb site lmquen nhnggngmtchnhthcvcimthchhpthchinchindchvirus.l 20nvhai20namthanhninccoilsnhiu.Hcmindbuitivui cnintrn.MichngtraivcccgicnghdnthmbnngibnTrang 20

CcvnMarketing hini

cnglnhngngisnhiukhc.Cciincaccshowthitrangcngcmi n.KhungcnhculcbctrangtrtrnnnmucahngvlogotypebiaPenns. Ktqu:Saumtthng,theoktqutrngcu kindohngtinhnh,snhngthanh ninsnhiubitnnhnhiubiaPennstnglnkhngphi10%ml28%. (theobwportal)

9.XcnhthiimthchhpxydngkhochmarketingKhi c hi:Khi no l thi im thch hp nht xy dng v trin khai k hoch marketingtrongnm?Rtnhiungistrlibnrng:Khngcthiimnothch hphnhinti. khngchbivsphtthngHai,vcngkhngcnghalqumunlnk hochmarketing cho nmnay. Jay Levinson, ng tc gi cun sch Marketing du kch trong 30 ngy, ni: c hai thi im thch hp nht trin khai mt chin lc marketing.Thiimthnhtlngaybygi,ngaythiimnyvthiimthhail bt c khi no m bn bt tay vo kinh doanh. Nu bn b l c hi lp k hoch marketingkhibtukinhdoanhvchngccchnothigianquaytrli,thbnhy tptrungxydngnngaybygi. Hotngmarketingrtphctp.Nltphpcartnhiuchinlcvccthnht khcnhauvhotngmarketingchiuqu,vicutinlbnphilnkhoch, sautphpngunlckinnhthchinkhochmbnxydng.Victhitlp ramtlchtrnhchovicthchinkhochmarketinglcchttnhttchccchot ngmarketingcabn.Vlchtrnhthchinkhochcngcxemnhlmttiliu lm vic cn thit m bt c khi no cn, bn c th xem li v cp nht thm k hoch trongsutcnm. Lchtrnhthchinkhochmarketingkhngphicxydngdatrnstngtng haytnhvon.Bnnnthamkhovsdngbiu.TrcXltrcthigian.TrcYl ccsngkinmarketing,ccskinhoccchotngmarketingbnsthchintrong nmkhoch. Vd,nubncdnhthchincchotngxctinbnhnghaithngmtln,bt utthngHai,bncthtvotrcXccctthngHai,thngT,thngSu,thng Tm,thngMi,thngMiHai.Nunhbncdnhphthnhthchohngmi thngmtln,tnccthngtrongnmscttrnuccctcatrcXtngng vitnhotngphabntriccct. Lm cchnobn c th lncmt lch trnh thchincc khochmarketing trong nm? Cc hot ng marketing no bn s thc hin? Tt c cc tng marketing xut hinbtchtnuchnmimtrongucabn,chngschngcnghalgc,nhng bitunuempdng,nstrnnrtcnghavmanglihiuqubtng.Hy cnbngcchotngmarketingvinhnghotngkhcbncnlmtrongkinhdoanh cabn.Lnkhochchonhnggbncthlmphitrnvn,ychkhngphiTrang 21

CcvnMarketing hini

charamtcchhiht,navi.Vvnutinmbncnphixemxttrckhi ara cc tng camnh voma trn, l sph hp, tnh thc t vkhnng ti chnh. Sdnglchtrnhcthchomtkhochmarketingchophpbnlmcbniusau yivicchotngmarketingcamnh: *.Gipbncthtchc,phnloivutinthc hincctngvhotng marketingtrongnm. *.Gipbnphthinvtcchotngmarketingvongvtr. NucqunhiucttrntrcXcnghalbnnnmrngcchotngkinhdoanhca mnh.Tuynhin,nhiukhicctngvhotngmarketingaratronglchtrnhchl ktqucacchotngkinhdoanhmangtnhthivvdatrnthiquenmuahngca ngitiudng.Vd,cchotngbnlsdinramnhvoquthbatrongnm,v rtnhiuhotngkhuynmi,gimgiscthchintrongqutht,vlma canghngivdulch. *.Gipbnloibcckhongtrngtronghotngmarketing. Victhchinmtkhochdyccchotngmarketingskhinchoccsnphm cabnluntrongslachncakhchhnghinti,cngnhlchittvnti cckhchhngtimnng.Mctiuquantrngcabnivicchotngmarketingl phiginhcvtrutintrongnhnthccakhchhng.Tnhkinnh,trcsau nhmtlmtchakhaquantrng,viunychcckhicchotngmarketing cnhcinhclinhiulntrongnm.Vvy,hyloibnhngkhongtrngtrong hotngmarketingcabn. *.Gipbnnhgimtcchddnghncchotngmarketing. Vothiimcuinm,hocbtcqunohocthiimnombnnhra,hy phnloicchotngvtngsngto.Bncthsdngcchphncptmquan trng,xptheothtt1n10.Hocbncngcthsdngphnloinginhn, theothtA,B,C. Nunh cctng sng tomang lihiu qu chohotng kinhdoanh cabn,hy nhdunli.Nunhnmanglithnhcngvaphi,hyxpnvtrtrungbnh. Cnnunkhnghotnghiuquhockhthchin,hyxpnvovtrthp. Gitrthitthccahotngnyl:khibnlnkhochmarketingchonmtiptheo, hyxemxtvpdnglinhnghotngmanglihiuquvnhnggcbn nhgicao.Cnh,citinhoccngcthctbtcchotngmbnxpvomc trungbnh.Cuicng,loibcchotngmarketingmkhngmanglihiuquno c. y lnhnggitrmviclplchtrnhcththchincckhochmarketings mang li cho bn. Hy lm nhng g m bn thy cn thit phi lm cho hot ng kinhTrang 22

CcvnMarketing hini

doanhcamnh.Bncthlnkhochchotngqu,nuthyvicnyddnghncho viclnkhochchohngthng.Mtkhibnlprackhochmarketing,hytheo stvkintrthchinn.Ccthnhcngtrongkinhdoanhsnvibn. (theobwportal)

10. MtxchgiabnhngvqungcoLiugiahotngbnhngvqungcoctntimtmtxchnokhng?Cutr lilc.Nubnbitcchxydngmtlichohnghiuqu,bnsvitracnhng nidungqungcotuytvi. Khng t ngi ngh rng c mt s khc bit gia nhng nhn vin bn hng v nhng ngivitqungco.Nhngvcbn,hcnglmnhngiutngtnhau,chkhc phngthctruyntimthi. V vy,thm ch, trong trnghpbn cha bao gi vitqungco nhngnubit cch lmthnobnhnghiuqu,bnhontoncthtmnhxydngmtqungcott chottcccphngtintruynthngkhcnhau. Diylnhngphngthccthcthgipbn: utinhyhnhdung nvicxydngmtlichohngtimtngimbncha tngbaogigpmtvbitrttthngtinvngi. Bnnginchcndavocckinthcvsnphmvbquanhngncilplnh, cinhnthincmcngsthuhiuhoncnh.Bnsphivitramtcchrrngvn ginv: 1/Nhnggbnchomikhchhng? 2/Khochthcthinhngchomirasao? 3/Ti saolichohngcabnlituytvihnccithcnhtranh? Xinchcmng.Bnvavitxongmtqungcocbn.Hygintimtvingiv xemchuyngxyra.Nubnniraciugngnghe,bndngnhhon thnhmtgiaodchbnhng. Bygihytchc,spxpnhngsuynghcabnthnhmtvitngsctchnht cthnugicschcacckhchhngtimnng. Hynh,cngngngnvsctchbaonhiucngttbynhiu.ychnhlchakho thuhtschcamingi.Khnggtthnmtlthbnhngdikhngqumt tranggiy. Xcnhnhngthngipnghanhttronglichohngcabnvanlnutin.Trang 23

CcvnMarketing hini

Lcnybnbtubcvovicthuytphckhchhng.Hymuthtntng nubnmunthynhngktqutt.Vbncnmbornglnhnglunimn ginnhngthhinstontmton.Nhngqungcoyukmthngcnhnglun imphctpvcphnmincng. Ctsanhnggbnvitcthcctotuncuichtrongvngmtpht. Bnxydngxongmtqungcotruynthanh.Phnlnnhngngimibtuu vitnhngqungcomphimtn90giymichtc.Hythugnntrong60 giy.Mtchuyngiaqungcothcthcthtorathngipqungcocthcxong trongchay30giy.Vnhngngigiinhtschcnn15giychomtqungco cah. Ttmrngkchthccabnchohngvbsungcchnhnhhay minhhocng c. Thttuytvi.ychnhlmtqungcobtmttrnboch.Vnstngcngtnh hiuquchottcnhnggbnthhintrnradio!Bnangbtumtchinlcqung co tondin.Hy tip tc iuny v mi ngi s nhn nhnrngbn thc s bit r nhnggmnhanglm. Thayvnhnghnhnhtnh,bnhythsdngmtvionvideohnhnhymnh hiungtcngcabnchohng. lmtqungcotruynhnhtuytvi.Chinlctipthcabntrnnmnhm hn.Vnngquan tmduy nht l liubn cddti chnh qungco trn truynhnhvimttnsutthchhp.Nucnhvy,thtmmn.Nungnquca bnkheohp,bnscnlachnmtphngtintruynthngthchhpnht. Bygihy ngttclntrntrangweb. Hysdngtrangwebnhmtcngc24/24hqungbvosuthmccmiquan hvikhchhng.Hy webtrthnhmtnhnvinbnhngchuynnghip,thmch ckhibnkhngckhochgiaodchtinbctrctuyn.Trangwebcngtybnnnl mtkhochamangtnhtchccaonhnglikhuynchuynmnvnghthutbnhng trongcngty. Chiatchqungcocabnthnhnhngphnnhsdnglmminhhochonhngln chohngtrctipvikhchhng.Nubnbnhngbngvicsdngnhngthngtin thvvhuchtheomtphongcchrrngvlogic,bnkhngnhnglmtnhbn hngtuytvimcnlmtnhvitqungcomchlc. Vitqung conginlnghthutbnhngctchc.Cngvicnythmchc xydngtrncsnhngxctinbnhng,nhnglichohnghiuqu.Vngcli, luncnhngyutabntmtbivitqungconginnvichonthincch chohng:Trang 24

CcvnMarketing hini

1/Vitmtqungcochonhnggbnnlcbnhng. 2/Thuliqungcocabntrnmytnhhayccthitbghimkhc. 3/Lngnghenhnggbnghim. 4/Chnhsabntho. 5/Thugnlinlnna,lnnachonkhibnkhngthhonthinntthn. 6/Khibnnhktrongtmtr,hytmnhgiiccqungcochokhchhng. Nhngligiithiutrntruvsctchrrngsloibnhngcinheomycakhch hng,ngthigiatngdoanhsbnhng. Theoquanimcanhiuchuyngia,hotngbnhngquaccqungcohaytmnh bnhngtrctipulinquantivictruyntinhngsuynghthchhptheomttht thchhp. ngbtcainivibnrngthngtincaratrongccqungcobochthnh cng phn no khc vi nhng ni dung th directmail, qung co truyn thanh, truyn hnhhaybtcdngqungconokhc. Nidungcahotngbnhngvqungcogingnhauvchngubaogmnhng tnghayvvictruyntibngnhngtngthchhp.Nubnmunqungcocng phthuyhiuqutngtgingnhbnhng,hymbothngipqungcobao hmttcnhnggbnmunnikhitrchuyntrctipvikhchhng. (DchtSmallbusinessbriefvEntrepreneur)

11. Thnolvinhnhiuvvimarketing?nvilngnhnhiuStradivariustlunitingtrnthgii Lmthnosnphm/dchvcabncthtiuthgpigpbatrongvngmy thng?LiumtchindchqungcotrnTVvonhnggicaoimcthgipbnlm ciunykhng?Trnthct,cmtvicngtynhbncsnphmcamnh ra khp th gii v t c mc doanh thu n tng. Trong khi , chi ph dnh cho marketingcahlirtthp.Thnhcngcahgnlinvihaikhinim:vinhnhiuv vimarketing. Hugh Macleod mt chuyn gia ni ting trong lnh vc marketing vinhn hiu (micromark) l ngi ln u tin a ra khi nim ny vo cui nm 2004. Trong quynschVinhnhiutoncuniting,ngtngktngngn:Vinhnhiul mtnhnhiunh,siunhnhngsnphmcancrabntrntonthgii.nh nghaqulngin.Vythnhngnhnhiunocthcoilvinhnhiu,vnuqu thcchngctnti,thlmthnocthtodngcchng?Trang 25

CcvnMarketing hini

Mcd,vinhnhiulmtkhinimtngimim,nhngthcranhngnhnhiu nhcbitntrntonthgiictlu.Tuynhin,ccdanhtingtoncu, nhngnhnhiunhnyphitriquamtqungthigianrtdithngquanhngcu chuyntruynkhucanhngngibitnchng.TrckhiInternetxuthin,xy dngcmtdanhtingnhvyihiphirtkinnhnvbnb. Vdvnhngvinhnhiunyl:ncstTabasco(tuthkXXcbitn ngoibingiincM)nvilngStradivariusbnhmquecaPhp(baguette) Thngtinvcchqungbgnlinvinhngnhnhiunycthnhnghabngmt cuWordOfMouthMarketing(WOM)haymarketingtruynkhu.Trcy,WOMdin rartchmchp.Cntrongthiingynay,vistrgipcaInternet,WOMtrthnh mtcngcmarketinghiuquvnhanhchng. Chngtacthncmtvd:mtngytrckhiWindowsccngb,thngtinv nbrr,nticngngythtnWindowsxuthintrnmtsblogvnsng thtrnvitrmblogclinquannkthut.WOMngynaylnhvy.Bnchcn chm ngn la ng ch cn thit, mt chc sau m chy loang ra khp th gii mng. Blog, cc phng tin thng tin x hi, cc forum... l nhng cng c giao tip c nhn cdnmngtchccsdng.Internetlmthayihontoncchgiaotipvem limtkhnngtipcnkhchhngmi. Cui cng, c l c mt cng c lin kt gia nhn hiu v giao tip. Thng qua Internetbncthktnicchnhtinh.cccucnichuynchiuqubn cnphicuytnvthcsthuhtckhchhng. Cngthcthnhcngcamtvinhnhiu Nhngaithnhcngtrongvicxydngvinhnhiu?HughMacleod,mtngisng trongmtnginhnhmttnhlcancAnh,torahaivinhnhiuthnhcng: EnglishCut cahngthitrang LondonvStormhoek mtnhsnxutruvang nhncCnghaNamPhi.NunivEnglishCut,thsaukhibloggiithiuvca hngdoHughMacleodquntrhotng,doanhsbnnhngbcomlvigi...4.000 lacaEnglishCuttnglnkhngphi20%haythmchl50%mlgpbaln. CniviStormhoek,sau10thngblogvhnghotng,hngbn c50.000chai ruvang.Vyiug xyra?BlogthayitngcrphngphpmStormhoek sdngthuhtnhngkhchhngutincamnhthngquaccsiuth.Nhng khchhnghinticahnglnhngngimuatrnmng.Blogtorasthayic tnhquytnhtrongnibcngtyvccchbnhng,HughMacleodtngkt,Chod lbndngphngphpvimarketingqungbmtnhnhiunhhaymtnhnhiu lnth uphinhnhngimmuchtsauy: 1.Nuchcgngtorauytnthithvnchambnphicuytnthcs,khng th c s thahiptrongvnny. Nu bn chahiubncht ca vic giao tip trnTrang 26

CcvnMarketing hini

Internet,cchxydngccknhgiaotipvimarketingvsdngchngqungbnhn hiu,thttnhtbnngvithchintngcamnh. 2.Hytmcchlicunmingithamdvocc hotngvtoiukinht tholunvinhau. 3. Hy ni v nhng vn quan trng v gy n tng khu gi s ch ca mi ngi. 4.Khngnhngchtruyninhngthngtinmbncnphichmchlngnghe.Hy lmchokhchhngtinrngbnangnghenhnglihni.thnhcng,bncnphi kinnhn,bitcchgiaotipvthnhthongphithmmmthmmuivocuchuyn. Chnh nhng gia v ph php ny s lm cho mi ngi ho hng tham gia vo cu chuyncabn.cthtmcloigiavthchhp,bnphicmnhncnhng mongicakhchhnhvkholoanvocuchuyntheocchthcmhmong mun. C th ni, y ging nh mt tr chi tm l m phn thng s thuc v nhng ngihiurmnhangnichuynviai. CcnhnhiuStormhoekiEnglishCutlmcnhngiumuchtnitrn. Thnolvimarketing? Nuchngtachorng:ccvinhnhiuxydngknhthngtinvsgiaotipvikhch hngbngmtcchthccbitvchactinl,thchngtacngcthsdngkhi nimvimarketing(micromarketing)miuthotngmarketingcaccvinhnhiu. Vy c phi vimarketing cng ging vimarketing,chciuphm vihotng nh hn v hng timt lngkhchhng cngnhhn so vimarketing thngthng? Cutrlilkhnghn. Chngtacthnhnghakhinimvimarketingnhsau:lmthotngmarketing c bit vkhng s dng nhng cngc truyn thng tip cn vi khch hnghot ngdatrnsgiaotipgiahaicnhnthngquanhngphngtintruynthngx hihocnhnglitruynkhu.Phngtintruynthngxhilmtkhinimgnlin vi Internet. l cc thitbdngchias kin,quanim, kinhnghim, suy ngh thngqua:mtonvncchnhnhonbngvideohaymthanh.Nhngphngtin truyn thng x hi thng dngnht hin nay l: blog forum videoblog podcast (on bngghimcthtixungttrnmng). Flickrmtwebchiashnhnhtrctuynvibsutplntivichctriunhl mt v d v s thnh cng ca vimarketing. y l sn phm ca cng ty Ludicorp z Vancouver,.Websitenyutincqungbthngquaccblogcanhngnhnvin Microsoft v ngy cng c nhiu ngi bit n, hai nm sau ngy thnh lp (2006), Yahoo!mualiFlickrvigi30triuUSD. Thayikhngcnghalcht ...Shitrcnhngthayichnhlcht.ylkhuhiukmhnhvtrongbivit caHughMacleodavvinhnhiutoncu.nghvvicsdngvimarketingcthTrang 27

CcvnMarketing hini

lmhongskhngtccchdoanhnghipcanhngtponln.iunycthhiu c,TrungQuccmtcuchmngncirng:Mingithydchuvinhng sailmmhbithnlmtcchgiiquytmimhchabit. Vimarketing cn lm mi ngi khip s bi mt iu khc na. Macleod khi ni v nhngkinhnghimcamnhviEnglishCutvStormhoek,thngoivicnhnmnhcc thnh cng ngonmc, anh c thm rng:Bn cht cavn khngphi lnhngtc ngbnngoi(tiuthchngha)mltrongnib.Cchotngcacngtys thayihontonsovibanu.Victinhnhvimarketingkhngchnhdusthay itronggiaotipvithgiibnngoimlvicthayinibtchccngty.Mc chcahotngvimarketinglchcthngtmmngngncchgiacngty/nhnhiu vicckhchhngbtumtgiaionmivistngtchiuqugia haimi trngny.Sthayiqulnvmangtnhbnchtlmchomtschdoanhnghip hong s. Nhng ni chung, th vimarketing v c bn lm n gin ha cng vic marketingthngthng. Lichcavimarketing: Khchhngtnhnbitsnphm/dchv Khchhngtqungbsnphm/dchv Bnkhngcnphitipcnvi90%nhngngisdngsnphm/dchvcabn Vicphttrinsnphmvvphttrinthtrnglmtphncaqutrnhny Khngcnphisdngccknhtruynthngbsungtruynthnggiaotipvikhch hng Chiphccthp. Nichung,vicsdngccphngtintruynthngxhimcbitlblogkhngem li nhng ktqu trc tip,v vy, rt khnh gi cmchiu qungay lp tc. Trong quyn s ghi chp ca Macleoda, bn c th tm thy mt dng ch ng ch : Bloglmtcngcmarketinggngingvichtxctctrongccphnnghahcch khngphilcibaviinh.Bnnnnhrng,aicngcthtorachoringmnhmt blog,nhngiunykhngcnghalmingiubitcchsdngblognhmtcng ccamarketing. Skhcnhaugiamarketingvvimarketing Marketingtruynthngbtutviclpkhoch,vsaukhithchinkhochny bn lptcnhnthysnhhngvthucccktqunhanhchng.Tip,squantm cacckhchhngivisnphm/dchvsgimdnchonkhibnthchinmt chindchqungbmi.Phngthcmarketingnygingnhcchbnisn:tmdu vtcaccconth,nsngvcuicnglconthbtiudit.Ngcli,vimarketingli gingnhvicbntrngcy.Bnbtuvinhnght tng,sautrngntrn mtloitthchhpvsaukhicytrngthnhbnmibtuthuhochqu. Vvy,cngvicnyihiphitnnhiuthigianvcngschn.Mcd,bnkhng nghe thy ting sng nno c,nhng kt qubn vng v cng vic tng trngu n.

Trang 28

CcvnMarketing hini

Vothiimhinti,cnrttccchuyn giamarketingsdngphngphpmim ny. Tuy nhin, v s ngi s dng Internet ngy cng nhiu, nn trong mt tng lai khng xa s c rtnhiudoanhnghipphi tm cch thayi mhnh giao tip vi cc thngcamnh.Vvy,vicvimarketingsngvaitrchotrongvicqungb vtipthsnphmskhngcnliugquxaxi. (theobwportalTnghptMarketingwPraktyce)

12. Tngdoanhsbnhngchtrong30ngyCons30ngythotnghecvkhkhn,nhngmivicstrnnkhthinubnbit chia tch quy trnh tng th thnh nhng bc nh hn v d thc hin hn. iu quan trngbncnnhl:Hnhnglngithylnnhtcachngta,vcchduynht chngtanhnthyskhcbittrongcngvicbnhnglphihnhng!Vythngayt bygi,hyhnhngtheo10bcccpdiy.Mibcnncdnhvi ngyhonttvchsau30ngy,bncthnhnthyhotngkinhdoanhang khisc. 1.Gitinhthnlcquan.Mingiunititmquantrngcatinhthntronghot ngbnhng.Mthnhngsgipbngitinhthnlcquanlthichnthnhi vimingixungquanh. Cmi30ngy,bnlilndanhschnhngngimbndnhnhiuthigiannht.t mtkhiu(+)bncnhtncakhchhngquantrngvgiphotngkinhdoanh cabnmtcchhiuqu.Bncnbsungmthochaitnvodanhschnymithng. Nhngngikhctrongdanhschcthcmtthitchcchoctiuccivibn (nhnchungltrunglp).Bncthtcons0bncnhtncah.Sau,cthc mtvingitrongdanhschluncthitiuccvxemramunhbbn.Hyt khiu ()bn cnh tn canhngnginy.iu ny c th kh kh khn, nhngnu bnlmc,bnsngcnhinkhithyskhcbittrongthicabncngnhtrong cchthcbnsuyngh. 2.Vchraccmctiu. Nhiungithngnhgiquthpvsdngkhngng cchmttrongnhngcngchiuquny.Lncuicngbnngixungvimttgiy trng v mt mc tiu quan trng c vit trn u trang giy l khi no? Bn s ngc nhinvinhnggbnccsaukhitptrungsuynght15n30phtmitun.Bn hy cgng lndanh schtnht20 tng gipbn tin gnhn ti ccmctiubn hngcabn.Saulachnmttrongshnhngngaylptc. 3.Tipcnrngriticckhchhng.ylmtknngquantrngtrongkinhdoanh, t bn hng, tip th sn phm, gip cng ty tip cn cc th trngmi, n vic c cnhngkhchhngmi.Bncthnghkhchhngcgiithiuvbnchonhng ngiquencah,giiccthngtinhuchticckhchhngtimnng,vthamd ccbuitrinlmthngmilntiaphng,...Bncthgiimccthngtinquan trngvkhchhngtimnngchnghnnhsthch,khkhnkinhdoanhvkhcmc cnhncahlgsaunghincuthngtinvccdliukhccthcnthitcho khchhng,bnsthuhtcsquantmcah.Trang 29

CcvnMarketing hini

4.tracccuhi.Phnlnccnhnvinbnhngurtthchcni,trongkhi phn lncc khch hng li thchcc nhnvin bn hngphi lng nghe h. V vy, k nngnghettlmtphnkhngththiutrthnhmtnhnvinbnhnggii.Mc ch ca vicny l ngi chobit thmthng tinvh. Cc cuhi cng l cha khothnhcngtronghotngbnhng.Khngaicthbnchngnukhnghiu vkhchhngvlngnghenhngghni. Lntiptheonubngpgmtkhchhngmi,hydnh70%thigiannghekhch hngniv30%thigiannichuynvih.Hytomiiukincckhchhng cthgiibyvcckhkhn,mctiuvmiquantmcah. 5.aramtdchvxutsc.lnhngchititcthtoraskhcbit.Mtchnl cminhchngquathigian:Ldoquantrngnhtkhinkhchhngkhngmuasm lvhcmthybnkhngquantmtihhaythhinphnbitixivih. Mi ln gpmt khchhng timnng,bnhy hi h: Cbtc iu g ti cha lm cmthctticthlmphcvquvtthnkhng?.Nhnggnhnvinbn hngnnlmlkhngngngtmkimccvnkhcmcphtsinh.Vnkhcmcs trthnhccchimi,vmtkhichngcgiiquyt,bnsccmtkhchhng trungthnh.lvkhchhngnhnthynhngnlccabnvbitcbnlunsn lngphcvh. Bnhylnmtdanhschcckhchhngquantrngnht,giinchohvhi:Cbt ciugtichalmcmthctticthlmphcvquvtthnkhng?. Bnkhngthmcsailmnuchnhkhchhngnichobnbitbncnlmnhngg. 6.Khcbithohotngkinhdoanhcabn.iugskhinbnnibttrongscc ithcnhtranh?Khchhngsnhnbnnhthnosaukhibnithcnhtranh khc cngnhp cuc v btu tn cng th trng? Vic bnhiu r ihica khch hngvccdchvhumilunrtquantrngivikhchhng,vvytrcmimt giaodchbnhng,bnhygiithch cho khchhng viuny. C cng ty phng vncckhchhngthomnvghivobng,sausdngcccuchuynvlibnh luncahgiitanhngmibnkhoncacckhchhngtimnngkhc.Khngc nhiucngtylmcnhvy,vnhontoncthgipbnnibthnctrongnhn thccakhchhng. Hy ngh viu: Bnc th lmnhngg khcbithahnh nh kinhdoanh ca bn? 7.Bngi tr. Cmt cng ty chuyn vin n in lnbc tng vnphngmtbiu tngthhinbauimnibtlGic,DchvvChtlng. Chtlngvdchvnibtsgipsnphmtnmtmcginhtnh.Baonhiu ln bn mua sm mt sn phm hay mt dch v m sau thy rng sn phm c cht lngqukmhaydchvkhngnhyucu,bnkhngthgpcaithcmcv ccvnphtsinh?Khimtkhchhngtigicsnphmcabn,chchnhs ngh:Vicngkhontinnhth,bnsemlichotiiugmtiskhngthcTrang 30

CcvnMarketing hini

ctccithcnhtranhkhc?.Cthscaihibnvbaldogiithchti saosnphmcabnlcnhtvnhvkhinhnnmuasmngay,vthbnhyvit ratnhtbaldokhcnhau,vhcthucchng. 8.Hotngsaubnhng.Btckhchhngnocngumuncmthyquytnh muasmcamnhlngn.Vicgiinchokhchhngsaubnhng,vitmtlth cmn,haylmnhnggngnhha,hocnginchhixemngyutinca khchhngdinranhthnosaukhisdngsnphm/dchvcabnsmbo rngcckhchhngcmthyrnghcchmscchuovquytnhmuasmca hthtscmtgitrno. Hyhih:Snphm/dchvcacngtychngtipngccnhucucbncaqu vnhthno?,Chngticthlmnhnggquvtiptcquaylitrongnhngln muasmtiptheo?.Bncngnnhikhchhngvthiimthchhpnhtlinlc. Vinhngthngtinny,bnnnxydngmtkhochhumidihnphhpnhti vitngkhchhng. 9.Tocmgiccpbch.Nhnvinbnhngdngnhlunthcgicbnthnkhng ngngtinln.Hthngxuynxemxtlihotngcamnhvsuynghvcccch thckhcnhaunhmthcykinhdoanhtngtrngvhonthnhmctiura.Hkt thcmicucgivimtcuhihaylitrnhbyrngsingiaodchhocstiptc bnthobnhng.Vd:Tisaochngtakhnggplinhauvotuntivxemlisn phmmuklnghn?hayBcktipcachngtalg?.ilcchngtacth chmnghm trong rtnhiucng vicmchng ta cn hibn thnmi gi: Ti c th lmgngaybygicthsdngthigianmtcchhiuqunht.Slmttng tuytvinubntcuhinyvokhochcngvichngngy. 10.Binkhkhnthnhchi.aphnccnhnvinbnhngubitrngkhkhn vthchthcliukhngthtrnhkhi.Vkhibnbnhng,lngqunhaysuythoi, mtlotcctcngtiuccsxuthin.iuquantrnglbncntnhtoiph vimikhkhn.NhHenryFordtngni:Thtbilchibnbtulimt cchthngminhhn.Khichngtagpphikhkhn,chngtaphitiptctintngvo ccmctiucamnhvgivngmtnimtinmnhm.ngbaogitb.Mtthi tislmcthhintinhthntrchnhimsaunhngnlckhngngngnghphc vkhchhng,bivnimtin,stnnhimvsgnktcnhkmvo. Ngaytlcny,hy ymnhhotngbnhngcabngiinchonhngkhchhng m bn tn trng thu thp nhng nhn nh, suy ngh ca h chobc i k tip ln danhschnhngcngvicbncthlmhnghotngkinhdoanhinghng,... Chodbnlmbtkiug,ngbaogitbhoccckhkhnlyinhngtt pnhttbn.Victncngchngbngnhnghnhngthngminhsloibmikh khnvthchthctrongchinlcymnhdoanhsbnhng. Theobwportal

13. MarketingdukchvkaratedoTrang 31

CcvnMarketing hini

HnbnsthcmctilmsaomMarketingvmnvKaratedolngdanhlicthlin quannnhau.Tuynhin,vitcgiJayConardLivision,ngcnhngphthintht thvvmimvhailnhvctngchngnhtringchnnhauny.Bngsquan stvphntchcnkcamnh,tcgikhmphcnhngnttngnggiahnh ng, ng i li nh, cch nhn nhn mc tiu v tinh thn thng v ca mt v s karatedo vi chin lc marketing du kch, tm nhn v ch ca cc chin binh marketing. Khingitattrcmtmtvskaratedomttmvngthtdyvchcnch,anhta sphibitcchlmsaoqutngyralm ibngbntaycamnh.Lcny,suy nghcaanhtakhnghngvphatmvng,mltmcchtipcnnmtgccnh thunlichothnhcamnh.Cimvsnynhnthyc,khngphilvicanhta sbchnthngmlvicbntayanhtasnmbnditmvnggylminh thno.Vianhta,tmvngchlonh,thctduynhtmanhtachpnhnltm vnsbgytan.ccchicaienqugi,mivskaratedokhngchphibit nnhnglthuytcnthit,manhtacnphibittpluynvhnhng. Vimivskaratedo,trongnghipvcamnh,ttcnhngchngngivtuc xemlonh,chcthnhcngtrcmtmimilthct.Bivy,iuquantrngl anhtaphibitnhnthcconhtntiquanhmnhvtptrungvonhngthct. Scmnhtrongnnhcaanhtachnhlkinthctinhthngvvthut,scmnhv s tp trung vo i phng vmc ch ca mnh. S tinh thng phi i km vi hnh ng,slhaiyutkhngththiucaphngtrnhctnThnhcng. Tng t, vinhngngi hotngmarketing, l thuyt mkhng ii vi thc tin cngkhngthccthnhcng.Hnhnglcicbnnhttrongmarketing.Khng chnhng,skhngthcckinthctinhthng.Khngchnhng,thngita schthucnhngonhvstinhthngcamnh,skhngththu gtcnhng trithmThnhcngsaumilnnmvngThtbi. Michinbinhtrongmarketingdukchcnnhnrachaithgiitntitrongcuc sng:onhvThct.Snhnthccahcngrrngvtinhkhn,ththnhcngs cng nnhanh vih.Cha kho cho s tinhthng trong lnh vc marketing l nhn ra thctcanhnggmnhlm.Slmtsailmnngnnuaidnthnvonhngm o nh v tngrng l thc t cah. Vy m,bn c tin c khng,phn ln cc cng dn trn hnh tinh ca chng ta (tc gi nhn mnh phn ln)u ang nhm tnggiaonhvThct.Bivy,michinbinhtrongmarketingdukchphibit cchchuyniviukhinnhngonhtntiquanhhsangthct.Vphngthc duynhtcah,khnggkhcngoihnhngvhnhng!

Nubnihinhngvskaratedovnhngngihotngmarketing,hsnivibn v th gii cah,n tn tibanunhmt trng thi tinh thn. Marketingdu kch s nhm vo phn kt ca chin dch, vo mc ch v kt qu m nhng chin binh marketertranhucc.Tinhthncahlcnychtrnngpmcchmh vchsn,xcnhrrngmctiuvtptrungnlcvonhngmctiuy,sgiph hnhngthnhcng!iucnggingnhvicxcnhmctiu,cchnhnnhnca vskaratedotrctmvng.Trang 32

CcvnMarketing hini

Nunhbnnghrngccnhngngihotngmarketingctnhkinnhnrtcao,iu chachcng.Tnhkinnhnvchiquluchothiimhnhngikhis lmhngkhochcah.Bivy,iuquantrnglhphibitcchnmbtthic! CnggingnhTngGeorgePattonsni:Trinkhaimtkhochttngayhmnay cnhninngymaitrinkhaimtkhochhonho.Hnhnthccrng, shonhonthunnmnhngghhnhngchkhngphitntinhnggh sgthic.Bivy,thayvcgngbtubngshonho,hycgnglmcho hnhngcamnhththonhokhitrinkhaimtchindchtncngbngmarketing. Mtvskaratedoccngyhmnayphitriquanbaoththchvkhluynm mtngibnh thng e rnghs khng th lmciu. V vimarketing cng th,bnskhngccmithchtrongmtngyhaymtm.Ttcskhngdinra qu nhanhchng, v nunh vy, th thnh cng cng s ch tri quanh nh n flash chpnhongmthi! Khiluyntpvthut,nhiuvsmtnhngthngtri,thmchsaunhiunmmi cthluyntpthnhcng,iuluynmtthvhocnnhtinhxo.Hbitcchtp trung sc mnh vo mt im, v ly lm li th cho mnh. Nhiu doanh nghip bn khonkhngbitkhiimchomtchindchmarketingnhthno.Hoc,hbitchi titnhngbchnhngcnthit,tuynhin,hlikhngthtrinkhaihihovng bnhngbcicah.Bnkhngcnphiqulolngviu.Kinhnghimcacc doanhnghipthnhcngtrongnhngchindchmarketingdukchlhschianhnhng khochlncah.Nhthsddnghntrongvictrinkhaivbncthtptrung tonbscmnhcabnvomiphnkhoch. Vbncngphibitcm,vbitthihithcacucsngvonhngcmca bn!Nhngvskaratedo,hcngbtutmtvng,nhngconngcngdanh camingilikhcnhau.Nhngvslngdanhnhngynaylnhngngibitc mvtodngcmchochnhh.Tonnmngchonhngcmcamnhsgip bn hin thc ho nhng c m y. Cng nh khi bn mun xy mt to lu i trn khngtrung,iuquantrngnhtlgiiphpnnmngvtrctchotoluiy.Vy, nhng marketers dm uc m v kh luyn, ht mnh vucm y cha?ngngi ngnranhngthamvng,ngnghnvicbnskhngbaogihockhngth thnhcngctrongmtthtrngno. Nnmngchomi cm,trchtphibtutnhngtng.Nubnchorngcc vschcnluyntpvthutthlmtsailm.Hcngphibtubngvichc thuc,thuhiutinhthnthngv,nhngthvvbkpgiphthnhcng.Nhng ngiAiCpcichorng,tngcphpmukl.Khibnvitmtthgra,iu sthnhhinthc.Bivy,nubnmunhinthchomitngmarketingcabn, hy vit n thnh k hoch hnh ng. Thnh cng khng phi l nhng g s ng nhin n vi bn. Phi c k hoch v hnh ng, bn s gt hi c qu ngt Thnh cng! DchtGuerrillaMarketing

Trang 33

CcvnMarketing hini

14. Banbietgivequanlytrainghiemkhachhang(CEM)Thigian,tinbcvcngscmdoanhnghipbrachovicthuhtcngnhphntch, nhgisthomncakhchhng ttcunhmmcchpngtiaccnhu cucathng.Nhngslchanubnkhngquantmtimtyutkhckhng km phn quan trng S tri nghim ca khch hng (Customer Experience). Bnhiu vnnynhthno? Cccngtyngynaythngtinhnhnhngcuciutralnnhkhcnhautheonhk nhmthuthpkinphnhicakhchhnglinquantimcthomncahivi snphm/dchvcanhsnxut.Tuynhin,mtvnlnnysinhtrongqutrnhiu tranylcckhchhngskhngnichobnnhiuvnhngtringhimmuasmkhc bit m h cm nhn c nhm gip h gia tng lng trung thnh, quay li mua sm thngxuynvsnlnggiithiu,tincsnphmhaydchvcabntibnb,ngi thnvngnghipcah. Tisaonhngtringhimcakhchhngliquantrng? Nhttcchngtaubit,sthomnlmtciglunthayivkhngkodi mi.Nhnggkhincckhchhngcmthyhnhphcvisnphmvdchvcabn trongmi,nmhaythmchlhainmgnynhtrinmtthiimnocngs khngthpngcnhngmongicamtconngibnhthngtrnph.Nhng mong mun, nhu cu v mong i ca khch hng lun bin i nhanh chng cng vi nhngthayicathtrng,vvvy,nhnggkhincckhchhngvuisngvngc nhintronglcnycthkhngcnhiuqunatrongnhngthiimkhcsauny:h skhngcntrungthnhvinnabirngcngvithigianvmongingymtcao hn, snphm,dch v thhin cc khim khuyt nhtnh. Vvy, vic nh gi s thomncakhchhngchduynhtcthemliktqumchnhphccamt khchhngivinhnggiaodchmuasmhinti. Mtkhc,nhngnghincugny,cbitlnghincucahngFredrickReicheld, chothyrngvicnhgivqunlnhnggitrlinquantrctiptitringhimca khchhngkhigiaodchmuasmvinhcungcpsnphm,dchvlunhiuquhn nhiuvicnhgihotngkinhdoanhtnhngquanim,cchnhnnhncakhch hngvtsdontthnconslinhunvtngtrngcacngty.Ldogii thchiunyllinhunvtngtrngthcsntcckhchhngtrungthnh nhngngikhngchmuasmnhiusnphm,dchvmcngnbludivicngty cngnhthngxuyngiithiuvcngtytibnb,ngithnvngnghipcah. Mtconsquenthuctnhngnm80cathktrcmhunhaicngbitlchi phgichnmtkhchhngcthphn910lnsovichiphccmtkhch hngmi,vvyvicgichncckhchhnglunlchakhodntilinhunvtng trngkinhdoanh. Lngtrungthnhcacckhchhnggiykhngcnphilyutkinnhnabin chustcngrtnhiucanhngbinitrongisngkinht,thtndng,tisn cmcthchp,gigas,giccmthngtiudng,....Nhnggcnhiungitha nhn l lng trung thnh ca khch hng tr thnh mt khi nim nng tru gi trTrang 34

CcvnMarketing hini

(valueladen)virtnhiucngviccnlmlinquantimiquanhkhchhngcngty, v cbit l nhn thc tm l v tnh cm ny sinh trong nhng tri nghim ca khch hng.Nicchkhc,khchhngphicmthyttpvmiquanhcahvicngty bn. Lng trung thnh ca khch hng mang nhiu ngha hn vic tnghp cc gi tr tngphnvmtgic,ctnh,chtlngsnphm,sdngddngvngin,...N ihimttringhimtuytvicakhchhngctcngnlinhunvtngtrng kinhdoanh. Cccuciutrasthomncakhchhngchckhuynhhngcungcpnhngnh gisbvnhnghnhvictcngnlinhunvtngtrngkinhdoanh.Chngta iubitriunybivmtvinghincuchititgnychothykhong6080%cc khch hng tr li l tho mn hay rt tho mn trong cc iu tra s tho mn ca khchhngnhngrichnhhlichuynsangccnhcungcpsnphm,dchvkhc muasm.Vdocnnmtphngphpnhgimiccmiquanhvgitrkinh tcakhchhngQunlTringhimKhchhng(CustomerExperienceManagement CEM). QunlTringhimKhchhnglg? QunlTringhimKhchhnglmtcchthcnhnvotngkhacnhnlvtng im tip xc cami quanhcng ty khchhngnhmpht trin vqun lmt tri nghimcakhchhng.Vicnylcchtmvkinnhtimiimlinh,khcbit soviccithcnhtranh,vquantrngnht,cnhgicaobicckhchhng. Lngtrungthnhcakhchhngcdatrnnhnggitrtmlmkhchhngcm nhn c khi giao dch mua sm vi nh cung cp sn phm, dch v. N s gip cc khchhngaracmtktluntchccvvichcmthythomnnhthnokhi giaodchkinhdoanhvicngtyvccnhnvin,chodhcmunhaykhngmuntip tc giaodch kinh doanh vi cng ty, v quan trng nht, chodh cmunhay khng munninhngiuttpvtringhimcahthayvnhngliltiuccvcngty vvccnhnvin. Khinimtringhimkhchhngkhngchcccnhnghincunghmnhmm cn nhn c s tn thnh ln ca th gii kinh doanhnh Dell Computers, khch sn Four Seasons v siu th Superquinn,.... Qu thc, Feargal Quinn, CEO ca siu th Superquinn,tngni:Chngtatntitrongthgiikinhdoanhbnmttringhim lm vui lng cc khch hng ca chng ta. Bn mt tri nghim ch khng phi bn nhngsnphmttnhtvimcgichplnht.Nhngbn,qunlvnhgi tringhimkhchhng,ccnhcungcpsnphm,dchvutinphitrlibacuhi sau: CngtyangnlcemliTringhimkhchhngnhthno? Cng ty mong mun khi gi nhng tnh cm g trong cc phn on th trng khc nhau? Vincnhtringhimkhchhngcacngtylg? Trongkhitrlibacuhitrn,cccngtysphinhginntngcsmiquanh cahvicckhchhng,thayvnhnggiaodchmuasmgiahvicckhchhng. Bngvicnlcnhgivqunlchtlngccmiquanhkhchhng,cccngtyTrang 35

CcvnMarketing hini

angsdngmtphngphpkhcbitchomtsthomnkhchhngngin.Hot ngnhgimiquanhkhchhngyucucccngtycnhiurnhnggcnh gicaobicckhchhngtrongnhngtringhimcahmtmcrtchititvk lng. Cc cuciu tra s thomn ca khchhng hng qu,hngnm s khng them li nhngnhnnhsurngnhhotngqunltringhimkhchhngcthemlibi vchcchnnsthucccphnhichungvsnphm,dchvvgic.Cccuc iutrasthomnkhchhngthngthngkhcthnhgicnhngtctm ltnhcmcamiquanhkhchhng,vltcngtmltnhcmngvaitrch yutiquytnhlachnmtnhcungcpcacckhchhng.TrongkhiQunlTri nghimKhchhngcungcpnhngdliuvccyutthenchtcasthomnkhch hng, cc cuc iu tra n thun s tho mn ca khch hng thng khng cung cp nhiunhngnhnnhnthuovviclmthnomtcngtycthpvphttrin lngtrungthnh cakhch hng nhn t then chtquyt nh linhun v tngtrng kinhdoanh. Qun l Tri nghim Khch hng Hn nhiu so vi iu tra s tho mn khch hng. KhngcnbtcnghinggrngQunlTringhimKhchhng(CEM)angdntr thnhmtlnsngmitronghotngqunlmiquanhkhchhng.Nvtxav mangnhiunghahn lmtdch v khchhng tt. Trongmtthgii m khngd dnggtrnnkhcbit,nimccsnphmtngt,ccmcgitngtvnhng dchvtngtangtrnnquychunhnbaogiht,skhcbitsxuthintrong tmtrkhchhngtrncsbnscnhnhiu,nhnthcvtnhcmvcngtyttcs c qun l v cung cp thng qua tri nghim ca khch hng. V chnh nhng tri nghimcakhchhngstoraskhcbitchocccngty,xydnglngtrungthnhv cuicngdntitngtrngvlinhunngymtcao. (DchtCustomerServiceManager)

15.Ktbnvigiitruynthngnhthno?Khngmtcngtynolikhngmunchimctnhcmcagiitruynthng,c cctbo,truynhnh mttivatin.Diylmtscchthchiuqugip bnxydngccchindchquanhtruynthngthnhcng. NubnnghrngGiaotcngcng(PublicRealtion)chnthunlvicgiiccbn thng co bo ch v ch i gii truyn thng ng ti, hy ngh li. Trn thc t, mt chindchPRthnhcnghimkhidatrnnhngchinthutngunhinhaynl. thcykinhdoanhtngtrngmnhm,bnscnnmtchngtrnhquanhtruyn thnghiuqu. Vmtctli,mtchindchquanhtruynthngtptrungvovicxydngnhngmi quan h gn b vi ccnh bo, cc nh sn xut hay cc ch bt nhng ngi c th truyn ti rngri cu chuyn v bn tinhng i tngkhchhng mongmun. iu ny c th gy dng thnh cng ln cho nhng sn phm/dch v mi xuthin trn th trnghaythmchemlihithsinhlcmnhmchonhngcngtyangsuythoi.Trang 36

CcvnMarketing hini

Nhng thngipPR to ramt s tnnhimi vi cc khchhngtimnng lnhn nhiusoviqungco,vvy,khicsdnglintc,ccmiquanhtruynthngc thtrthnhmtnhntvgitrongccchinlctipthqungcocacngtybn. Diyl4bcxydngmtchngtrnhquanhtruynthnggipkinhdoanh tngtrngmnhm: Bc1:nhhnhmctiuludi. BngvicnhnnhnPRnhmtnlcdihn,bncthnhhnhnnchindchca mnhdatrnccmctiuvluvdi.Viccmiquanhtruynthng,bncthnui dng nhng quan h hin ti dn dn gia tng nhn thc v sn phm/dch v, y mnh hnh nh cng ty, truyn ti nhng thng ip then cht v khng nh v th kinh doanhcacngtytrnthtrng.Bctranhccmiquanhcngchngcabnnngn ktviccthngipmarketingtrngtm.Nicchkhc,hyttrngtmcaccmi quanhtruynthngvovicccnhngthngipqungb,truyntihiuqutnh nngsnphm/dchvbnangcungcp. Bc2.Tmkimphngtintruynthngthchhp. Khngquantmtiitngkhchhngcabnlai,luncmtkhunmuphng tintruynthngtipcnh.Truynhnhsqungbmithtnhngshowchng trnhtrchuyn,qungcohnh nhngnnhngtipthaphng.Thhnhdung bnphtminhramtloivtliubtngmichoccngcaotcscvvntng lm sao cho cc nhsn xut ln thy ctnhnng vt liu vdng th snphm. Truynhnhshiuqunhttrongtrnghpny. Ngoiracncrtnhiuchngtrnhtruynthanh,cctpchchuynngnhvcctbo hngngycungcpnhiuchixydngmiquanhcngcngtuytvi.Hnttc,s tngtrngmnhmcacctpchhngtinhngchtrngcathtrnglmtthi clnchocccngtynhangnlcktgiaovigiitruynthngboch.Nhiuhng truynthngcngcnhngtrangwebthuhtngokhchghthmviingnhn vinbintpringllunchngtmkimnhiuthngtinmil. Cc khch hng tim nng ca bn tm kim cc thng tin lin quan n loi hnh sn phm/dch v bn tip th u? Bn cn nhn ra nhng phng tin truyn thng trc tuynvtruynthngthchhpnht,saulndanhschccnhbo,chbthaynhsn xutbnquan tmkt giao. Danh sch cabn khng cnphiqudi. Hy chavo bndanhschnhngphngtintruynthngvnhngnhbottnhtgipbn honthnhccmctiuPR. Bc3.nhhnhcuchuynPRcabn. Miquantmhngucaccphngtintruynthnglnhngcuchuyncni dungthcscunhtngixem,ngichaynginghecaringh.Vvy,srt quantrngviviclmsaocuchuyncabnthchhpnhtvinhucucthca gii truyn thng. Bn hy tr nn thn thin vi tng phng tin truyn thng m bn hngtivcungcpnhngkiucuchuynhaynidungmhangtmkimtrckhi tip xctrc tip vih.Cc phng tin truyn thng ngy nay lun trnngp ccbn thng cobo ch v ccth qung co thm ch c lc hng trmbnmingy tuy nhin,rtttrongsthuhtcschcbitcahdonidungkhngthchhp.Trang 37

CcvnMarketing hini

Vnmuchtnmchccnhbovchbtbnmongmunktgiaoslunquan tmtivictruyntinhngthngtinthchhpphhpvicgicah.Nubnc thiguctrongbnghvbitcnhngghcnnht,bnstrthnhmtngi bntuytvicah. Bc4.Xydngccmiquanhlubn. Mtbnthngcobochthmchcnidungtuytvi cngchnthungcnh ca gii truyn thng. y l bc u tin trong mt chui cc cng vic cn lm vi nhngnlckhngngngnghxuthintrnbochtruynhnhngnhmongmun cabn.Bncthbtuvimtbnthngcobochnubnstruyntimtiug thc mi m hay ng gi. Cn bng khng, bn hy gi i mt l th ng rngbn mongmuncngtimttngcuchuynno.Trongmtstrnghp,vic nhcnhgiitruynthngchomtmuncthlrtcnthit.Bncthginhng thngipthchhpchogiibochthngquabtccchthcnotuthcvoyucu vsthchcahnhquaemail,thbuinhayfax.Sau,bngiinthoitrctip nhngnhphingngn.ngngcnhinnuccnhbombnlinlckhnggiin lirnghnhncccthngtintbnvnghbntiptcgi.Hynhrng:h lunngputrongccthngcobochmingy. Nhngcinthoilinlcsaucabnsctcdnggiithchkhnchogiibo chbit v cuchuyn bnmong mun truynt. Mc tiu cabnnn l vic c gng khmphranhngnhucudihncaccnhbovbitcbncthlmviccng nhgiphnhthno.Hychunbgimtbqungcotruynthngybao gmccthngtincbn,hnhnh,cctiliuvthngtinvcngtybnchoccnhbo nhng ngi th hin s quan tm ti cu chuyn PR ca bn. Tuy nhin, ng nhi nhtqunhiuthvobqungcotruynthngbnchcngiinhnggclin quan. MtkhimccnhcanvinhngmiquanhPRmi,bnnnvicnhk linlcvigiitruynthngvcungcpchohccthngtin,tngmim.Cngvi thigian,mtmiquanhgnbshnhthnhvbnsthyrngccmiquanhtruyn thngnhvydntrthnhnhntkhngththiuphttrinkinhdoanh. (DchtEntrepreneur)

16. Thaythi...gikhchhngClmtsngitrongchngtaccun"Thaythiicuci"doFirstNews chuyn ng t ting Anh. Trit l thay i thi theo xu hng tch cc s to ra cho chng ta nhiuiu c hi hn trong cucsng. c bit, trong lnh vc dch v khch hng,thitchcccangicungcpdchvlunccoilmtvnquantrng. Khngc nhng thitchcc,tt c cc n lc xy dngmtdch v khchhng honhosthtbi. Hythhnhdungmttnhhungsau:Mtnginng,MrJones,intrcbntip tncamtkhchsnvothigianucakngh. ngJonesvamitriquachuynbaydi12githumncninghdng ny. Thc n vdch vmc chpnhnc, khng tthn v cng khng thnTrang 38

CcvnMarketing hini

mongitrnhngghdoanhnhn.Ccthtchiquancachuynicngkhtinliv nhanhchng. Ch cmt vn kh khnnh khigi taxi v phimt khngdi1 gingmin ckhchsn,chmhnnhiusovitnhtoncang.Trongchuynhnhtrnhdi12 gibay,Jonesxemkhngphilmttringhimqutivcmthybnglngmcd ngcmthykhmtmidokhngngcnhiutrnchuynbay. Mtknghttpvthoimiangtrcmtngsaukhihcnhxungsnbay.By gi,Jonesthcsmongmunmtiugnhxnghihaytmdivihoasenthtnng loibhontonmimybaykhchu.Vcllcmtchicgingrng,chicgi mmmmtngcgicngtrongkhong20phthiphcsckhotrckhithng thcbasngngonlnh. Jonelmtkhchdulchdydnkinhnghim,vvyng tphngttrckhin lngcphngngaymkhngphichchonkhicngikhctrphng. Thtngtic,mtssaisttrongvictphngchongJonesphtsinh.Nhnvinca miluqukhngthyngnnnchorngphitrangmitikhchsn,do, anhtachomtngikhchkhcthuphngngnhn.Vdo,cnphngcaJoness khngsnsngchontn12h00buitra. HyhnhdunghaithihontonkhcbitmnhnvinltnchonJonesngaykhi ngtchnvokhchsn. utinlmtthichtrchnhnvincam.Saunhnglichomibanu,cuc hithoicthdinranhsau: Nhn vin khch sn: Xin li ng. Nhn vin ca m ca chng ti giao phng cho ngikhckhiimikhngthyngn.ngsphiichonkhikhchtrphng. Chngtirtlylmticvnhngnhnvinnhvyquthtkmci. Vkhch(cutc):Nhngtinyri.Lmsaobygi. Nhnvinkhchsn:Nhngngkhngnngthigian.Nhnvincachngti ching. Vkhch:Tihontonkhngcnmunnhvy.ylchititvmybaycati. Tikhngsaihn. Nhnvinkhchsn:Tirtlylmticthang.Liungcthimtcht,ti sbochongbitkhicnphng cchunbsnsng. Vkhch:Vykhinothticthnhnphng?. Nhn vinkhch sn: Ti chadmni trc, thang. N tu thuc vo vic khino khchtrphng.Trang 39

CcvnMarketing hini

V c nh vy, cuc hi thoi tip din vi chiu hng leo thang vi nhng tranh ci khng u,thm ch Jones i gp c nhqun l khch sn. ngnhin, cui cng v khchhngnystrnncuginthcs. Giy,hythxemxtthidchvkhchhngthhai.Mtcuchithoitngt cthdinranhsau: Nhnvinkhchsn:Tixinli,thang.Clngchacphng,chngtichathu xpc. Vkhch(bctc):Tisaolichacphng?Tittrcrim!. Nhnvinkhchsn:Tikhngbitchuyngcthxyra,thang,nhnghy tixemliuticthgipgkhinngicmthythoimitrongkhichivn cgiiquytkhng.Ngivatriquachuynbaym?Chchnsthttuytvinu tispxpchongitmncnngvtnhngcmgicthoimitrongkhichngtisp xpphng?. V khch: Nhng g timongmun l cnphng ca ti,nhng vic tmncnng cngthttuytvi.Cmn. Nhnvinkhchsn:ngcikhng?Ticthchunbchongmtbasngnng stngaysaukhingtmxong. Vkhch:Cmnanh.Rtvuilng. Thitrongtrnghputinlhontontiucc.Trngtmcankhngtptrung vokhchhng,vomongicangJones,lmtbasngngonlnhvctm nc nng. y u l nhng gii php c th thc hin. i li, nhn vin khch sn dngnhchtptrungvovicchtrchvbmcsuyngh,tmtcakhchhng:Ai quantmting,thcntithsao?. Miy,trongchngtrnhtruynhnh"Phnthk21"phtsngtrnknhVTV3c phnthitnhhungphcvkhchhngkhthv.MtthsinhdthicaTP.HCMtrong vainphcvbunggythtvngchongixemkhiicovikhchvnguynnhn vsaotmragingmcvatrikhidnphnglicvtthng.Ctralmtngi bitcchlplun,ichtvingikhc,songcl,khngphilcungcchtttrong phcvkhchhng.Ngixemikhiccmgicnhang"cng"theocchico, licacchovkhchmcchorng,chnhanhtamilthphmgyralthngtrn tmgatriging. Dchvkhchhngluncbtuvktthcbngmtthi.Thiphnnol ctnhcnhn,nhngncngcnhhngbimitrngmmingilmvic trong . chnh l phong cch lnh o, cc quy trnh, chnh sch, quynh, qun l cngvic,ngclmvicvtinhthntpthtidingiivbiulcththi cacccnhntrongcngty.

Trang 40

CcvnMarketing hini

Nubnlmtnhlnhovbnmunminhnvintrongcngtymbocungcp mtdchvkhchhngtuytvi,hyquantmthuotithicabnthntrongvic xydngmtmitrngthchhpnht,nhhngttnhtnhngthitchcccatt cccnhnvin.Thinysxcnhmcthomndchvtrongcmnhncacc khchhng. (DchtCustomerServiceManager)

17.CngthcB.L.A.SpdngcngthcB.L.A.S.Ttrongvicgiiquytnhngthanphincakhchhng Trong mt ca hng, in thoi bng nhin chung, khch hng khng ngng phn nn,...vmtcucchinbtu!chlmttrongvscctnhhungquenthucm ccnhnvindchvkhchhngphigiiquythngngy.Vinhngcngcthchhp vtcphonggiaotipngn,bncthbinliphnnncakhchhngthnhmtli thgipxydngccmiquanhgnbchtchhnvikhchhng.B.L.A.S.Tlmt cngctuytvicsdngbirtnhiucngtykhcnhaunhYum!,KFC,TacoBell, PizzaHut,A&W,LongJohnSilvers...VyB.L.A.S.Tlg? Ti cccng ty c cch phc v khchhng chunmc, nginhn vin lun cm thy hngthvicngvicvlunmunlmvalngkhchhnghnna.Khngchcvy, nhngcngtynycnbitcchthplnngnlanhittnhvsthomntrongcmnhn cakhchhng.Clbihcquantrngnhttnhngcngtythnhcngnhvychnh lvicgiiquytmtcchhiuqunhngliphnnncakhchhng,trnhxaccsai lmngngnnhtnhngsaistcthkhindchvkhchhngcabntrnnkmci vthtvngtrongconmtkhchhng. Vic gii quyt ccphnnn cakhchhng khngphi lcno cng lmt cuc chin thcs.Khnhiucngtycmthynngnkhinghnnhngliphnnntphakhch hng. iu ny hon ton khng nn. Cc cng ty nn cho n, thm ch ng vin, khuynkhchkhchhngaranhngliphnnn. Vinhngcngcthchhpvtcphonggiaotipngn,bncthbinliphnnn cakhchhngthnhmtlithgipxydngccmiquanhgnbchtchhnvi khchhng.B.L.A.S.Tlmtcngctuyt vicsdngbirtnhiucngtykhc nhaunhYum!,KFC,TacoBell,PizzaHut,A&W,LongJohnSilvers,....qua,ncung cpchonh6anvincabnnhngkinthccbntrongvicgiiquytccphnnnca khchhng.CngthcBLASTccuthnht5chciuca: Believe(Tintng) Listen(Lngnghe) Apologize(Xinli) Satisfy(Thomn) Thank(Cmn). Cngtycabnanggiiquytccphnnncakhchhngnhthno?Cchthcd dngnhttmracutrlilnhcinthoilnvngvaimtkhchhngang phnnn.Chuyngsxyra?NubnlmtngIkhtnh,liubncquaytrlimuaTrang 41

CcvnMarketing hini

sm?VicsdngcngthcB.L.A.S.Tschophpbnxydngmtphngphpchun mcchoccnhnvinkhigiaodchvinhngkhchhngkhtnhvbinhthnhnhng khchhngtrungthnhnht. Believe(Tintng) y l yu t nn tng tronghotng gii quyt cc li phnnn ca khchhng. Qu ngvy,cckhchhngcthnikhngngsthtvcthnhmlnvnhngkhc mccah.iuquantrnglbncnhiurngkhchhngcabntinrnglilml thucvbn, dobngyra. Listen(Lngnghe) Hy dng li v lng nghe li phn nn ca khch hng. Cho d l mt bn nng t nhinhaylmtsngoanckhngnhngb,ngaykhikhchhngbtuphnnn,bn cn suy ngh v vic bn s phn ng nh th no vi nhng li kt ti ca khch hng trckhithcslngnghe,vtrongphnlncctrnghp,bnnnchunbsnsng ccphnhithchhpvikhchhng.Hydnhmtvigiythginvlngnghe.Trong trnghpmt khchhngphnnn trnn th l, cu gin hay s dngngnng xc phm,bncngcnbnhtnh,trnhnngnythiqutheokhchhng. Khikhchhngangxcnbctccamnh,vimtgingiunhnhng,khngmang tnhphnquyt,bnhylplivncah.MtvdcccsdngtihngKFC l:Nhnggticnghetngil:Nginthngvtrtincho10chicbnh nhngkhingivnhththytronghpchc8chic,ngkhng?. Bngviclplivnnhvy,bnbiulchokhchhngthyrngbnngher vhontonhiukhcmcnmu. Hy lng nghe v gn lc thng tin. ng bao gibo cha hay binminh. Khch hng khngquantmtivicliubnangbnrnhayvacmtngytit,hchquantm duynhttivicbnquantm,chtihnhthno.Khngclibocha,chccc giiphp. Apologize(Cm n) Bncnlunnilixinli,thmchckhibnkhnglmgsaic.Tquanimnhn nhncakhchhng,hcmtliphnnnxcngvhmongilixinli.Lixin licthnginnh:TixinlivnhngbttingyrachoquvhayTixinli, tihontonhiusthttitnhthnokhimuabativchogianhmlikhng slngkhimra.Mtlixinlilchthipsxoadurtnhiunhngcncugin,bc tccacckhchhng.Mcdvy,vncngoilchoquytcny,numtkhchhng giinviliphnnnnghimtrng,chnghnnhthcncc,ngxinli,nc thcxemnhlithanhntili,thayvobnhaycptithtcgiiquyt khcmccacngtychonhngtrnghpnhvy. Satisfy(Thomn)Trang 42

CcvnMarketing hini

Hy mbomiviccgiiquytngn.Bnnnhikhchhng:Ticthlm ggipquvgiiquytvn?.Bnlngiphnquytvnhngghplsc thcthi,nhngcngnncckhchhngccchicmnhnquynhnhcah trongvicgiiquytkhcmc.Khngtlncckhchhngcthnghvncnc giiquytthuovolntiptheohmuasmhaycthrngbnnichuynvingi gyrasaistvgiphchnhsali.Nhiucngtysdngmththngtng giicctmthipccnhnhoxinlichoccsaist.Sthttuytvinu khchhngnhncnhngiubtngthv,cthlmtbatrngmingmin ph,mtmnnbsung,haymtmnqutngnhxinhxnchothybnquantmti hnhthno. Thank(Cmn) Bnhycmnkhchhngvhgiinphnnnmkhngquantmtiyutthi im. Tisao?Vihnhngnginlphnnn,khchhngangnivibnrngTiquan tmtihotngkinhdoanhcaquvvthnhcngcaquv.Hangemlicho bnchisachasaistvmihquaytrlihgipbngiatngdoanhthuvli nhun.Ti saobn li khng chonnhng c hi thnh cng tuyt vi nh vy? Hy cmhnhvarachobnchithhai,vbnbitrngmtviiug trongcngtyangkmihiuquvnc,vemlichobnchikhcphcvn ,vvchigipdanhtingcabnkhngbnhhngxu! Danhting?yhontontonlmtvnrtdtnthng.Bnlmvicchmcht ngy ny qua ngy khc, c gng ht sc hot ng kinh doanh din ra tt p nht, nhngrichmtkhchhngkhnghilngcngcthhuhoittcnhnggbn xydng.Mtkhchhnghilngsnivihaihaybangibncahvtringhim tuytvimhtriqua,nhngmtkhchhngkhnghilngsnivitnhtmi ngibnvnhngtringhimtitcah,vngnhinnhngngibnlkli vinhiungikhcna. Ldnhin,khchhngttnhtlkhchhngcthomn mtcchy.Khchhng ttktipslkhchhngcmthychacthomnvphnnnvicngty.Khch hngtnhtlkhchhngcmthychacthomnnhngkhngphnnn,hc xemnhmtkhchhngmcngtynhmt.Hkhngarabtcphnhinov khngtochobnchigiithchcngnhsachanhngthiustcamnh.Hn ginsraivtmkimnhngnhcungcpsnphmdchvtthn. VicbsungcngthcB.L.A.S.Tvobcccngcdchvkhchhngcabnsgip bngiiquythiuquhnccliphnnncakhchhngvhskvibnb,ngi thncahrngdchvcabntuytvinhthno! (DchtCustomerServiceManager)

18.ylVOCTingnikhchhng!Trang 43

CcvnMarketing hini

JimBarneslmtchuynvintvnkinhdoanhnitingtikhuvcBcMvChuu vi30nmkinhnghimtrongvicnghincuchuynsuvlnhvcquanhkhchhng, ltcgicanhiucunschvchinlcxydngvquntrquanhkhchhng.Jim Barnerhunh luntrungthnh vi nguyn tc ca mnh:vic xy dngquanh khch hngphixutphttchnhquanimcakhchhngvngtrnvtrcah,mi quanhckhchhngghinhnvtndng.Gny,ngcbivitgiithiu v chng trnh VOC (Voice of the Customer)Tingni khchhng,mt khinimkh mimvthvnmtrongCRM(CustomerRelationshipManagement)Quntrquanh khchhng. VOClmtchngtrnhhnhnggipcccngtylngnghecmtcchtrctipcc thngtin,kinphnhitkhchhngcah,khngcnphithngquacchotng thmdthtrnghaymarketingtheophngphptruynthng.Nimtcchkhc,VOC sbucnhngiukhuttttrongvicxydngvquntrquanhkhchhngvnby lu nm im hi lng ting, nay phi ct ting ni cc cng ty c th lng nghe c chng.Tuynhin,ti(tcgiJimBarnes)khngcnhbaoqutkhinimhotng iutrathi,shilngcakhchhngvochngtrnhVOCcamnh.Bivnhng hotngnynthunlmtcngvicnmtronghotngkinhdoanhthngnht,m cccngtyphikimtralixemhthchintttin,mctiuhrahaycha. Cny,chngtrnhVOClkhiranhngmtttnmsubntrongmiquanh khchhng,nhmgipcccngtytontngttnhtvihvcbit,nhngthngtin ccschdnhringchomicngtymthi. Thctlkhnhiucngty,dihnhthcno,cngthchincmtchng trnhVOCcah,chnghnnhdidngThngtinkhchhngnhmhtrchocngty trongccquytschnhmvoccv"Thng".Tuynhin,nhngchngtrnhnyli quphctptrongngunthngtintkhchhngvnidungthliqunngntrongvic nghincuviutrathikhchhng.Nicchkhcthccvkhchhngngknh ubtvothbngkhimunnilntingnicamnh.Bncnh,ccgiiphp xlvphnhithngtin,nngcaovthmiquanhkhchhngvncnbng.Thn naltrong30nmlmcngvictvncamnh,tinhnthylmtscngtyhunh chngclymtkin,giiphpnochoviclngnghekhchhngcah. TrongqutrnhxydngvthitkchngtrnhVOC,cccngtynnluhaiiuc bnsau:Thnht,bnphilunngunthngtinthuthpc,ldobnmunc nhngthngtinnyvchngscsdngnhthno?Thhailbncnbit,cngty bnthuthpnhngthngtinynhthno,haynicchkhc,bnslngnghecckhch hngcamnhnhthno? Lngnghevthuhiu! MtchngtrnhVOCthitthcnhtsbsungrtnhiuchocchotngthmdv nghincukhchhngcngnhccchindchmarketingcacngtybn.Chngtrnh nysgipbnxchlignhnvicckhchhngngqucamnh,lngnghenhng iuhnivnhngiuyschlinquanncngtybn,cngviccabnmthi. ngthi,VOCcngslcycunigiadoanhnghipvkhchhng,bikhchhng s cnhiu chicithoi trc tip vi cng ty m khng cnphithngqua cc hotngkhost,thmddophacngtytchc.HotngvcutrccaVOCcng tcngknhvrmrscngtt.VOCnntptrungvoccbinphp,kthutthuthp thng tin c cht lng, tiu biu nht l hai hnh thc: phng vn c nhn khch hng, thnhlpcctchcidinchoquynlikhchhngvtriutphinghtheonhkTrang 44

CcvnMarketing hini

giaidinkhchhngvcngty.Nhvy,thngquachngtrnhVOCcamnh,bn cth"lngnghe"cnhngnhucucakhchhngtrongcucsnghngngy,hthch haykhngmunnhngiug,tbncthpngcc"thng"camnhhoc trnhcnhnghnhng"ngchm"nh. SdngchngtrnhVOCchophpcccngtycthnhnbitnhngchinvih thng qua vic i thoi trc tip vi khch hng hn l thng qua cc hnh thc nghin cu, thmd. Bi vhnh thcnghincu vthmd ngitiudng cha ranhng khung cuhich thnghamtcchchung chungnht, csn tnhhung kinh doanhlachn,vdovymkhchhngschdavokhunmutrli.Nh vy,nidungmbnthuthpcschgignxungquanhnhngcuhicnh sn.Cntrongithoi,phngvnvikhchhng,bnsthuthpcnhngthng tincnidungbaoquthn,adnghn,viuchothynhiuchibnhnh ngvnhngv"Thng"thnyuca mnh. Chnghnnhthigiangny,nhmtvnchochngtrnhbnlsnphmcamt nhnhiuln,chngtitinhnhphngvnkhchhngvnhngkinhnghimcah khiimuasm.Thayvnhsnnhngcuhi,nhnvincatihicckhchhng nhng cu hi chung v mtchuyn mua sm l tng cah,hoc iu g khin hri khicahngsmhnkhoch?Ktqulchngtinhnthyvickhchhngthchi muasmhaydoquanhgianhngtrongmtthigiandiphnlnldohcmthythoi mihocntngvikhnggiantrongquyhnghnlnhngldovgicvsla chnsnphm.ngthi,chngticngnhnracmts"chuynnh"trongconmt doanhnghipbnlnhng"harathnhto"vikhchhngmuasm,chnghnnhvn nh v sinh, phng thay v gng soi... khch hng s nh gi ngi bn ch v nhng iu tng nh "vn vt" y. Bn thy y! R rng thng tin chng ti thu thp cquavicphngvnsadnghnccbncuhinhsn,binhngcuhiych chobitcthiquencakhchhngnhhimuasmbaolumtln,hthchn gianhngno...mkhngtitlccmxcthtscah.Bivy,khchhngchng tinhntvn"nhmtrng"cmongmuncangitiudngvcnhngbin phpphhpnhmchiulngh.Lngnghevthuhiulvy! Nhvy,hotngcamtVOCsnggpvhtrngkchomicngtytrongvic nngcaomiquanhkhchhngvtrinkhaiccchindchkhc.Mangli"quync ni"chokhchhngvngitiudng,iuthhincccngtyquantmnkhch hngcamnhnhthno.Quantrngnhtlbnphitthnxcnhcnhnggl quantrngnhttrongquntrquanhkhchhngquaithoi,phngvn,hnlvict votayhnhngbncuhinhsnnhmyucuphnhi.Nubnmunxmnhp thnhcngvothctcucsngcakhchhng,chinhphchthbnnnnhnhng khacnhtrongcucsngskhngdthhinquanhngphngthctipcnviutra thngthng. (DchtLeadervalues)

19.HuquPRcascngntayngitrongthcnMtphntmthyngntayngitrongmnChilicanhhngWendys.Mtngin ngphthinravtthtngttrongmnsatrngsclanglnh.Mtthckhch khccnnhmmingdangikhianhtanmnsandwichgcahngArby's.atr5 tuinhnthymtconrntronghpngccGoldenPuffs.ivinhngnhkinhdoanhTrang 45

CcvnMarketing hini

nungnhWendys,ArbyhayGoldenPuffs,nhnghintngnhthnyliusmang lihuqugtrccngchng? 1. Wendys. SanJose,California,M mtphntnAnnaAyalachobit,btacnphimtngntay ngikhinmnChilicanhhngWendy's.Saukhitinhnhiutra,cnhstbc blibatngthibtgiamngiphnny.Tuyvy,igiafastfoodWendys vngprcribismnhngntayngitrongthcncanhhngWendysgy mtntngtaihitrongtmtrcngchng.thuytphccngchngvkhngnh chc chn ch l li ba t, Wendy's treo thng 100.000 USD cho ch nhn ca ngntayilckia. DoanhscaWendy'sgimngkBcCalifornia.Mtbphnnhncngbuc phi ri khi Wendys, gi gic lm vic y cng gim xung cncc thc khch th trnhdngsnphmmangthnghiuWendys.khcphcscny,Wendyst chchn1ngyngaysaucungcpminphccmthngfastfoodcamnhtiSan Jose nixy ra s cchi khm kia. Th l mingi li xp hng chnhnbnh minph. Tuy Ayala b cnh st bt giam v ti vu khng, nhng theo Ch tch Wendys kim TrngphngiuhnhkinhdoanhTomMueller,taitingvvnylanikhpni, lmtnhikhngnhnuytncacngty.CphnvdoanhscaWendygimi thyrsautainnny. 2. Kohl's. CuchuynbtukhimtthckhchtnClarenceStowersphthinmtngntayngi trongmnkemsatrngmanhtavamuaticahngKohl's,bangWilmington,N.C. Stowers khng tin vo mt mnh v lun ngh cng ch l mt s nhm ln. Tuy nhin, s tht lmtcngnhnca Kolhs mtmtphnngntaytrong khi chbin mnkemsatrngvStowerslngimaymntmran. Kohl'sFrozenCustardchctrstiminBcCarolina.Cuchuynnytuylmngita cm thy s, nhng li khng b lm rm beng trn cc phng tin truyn thng nh trnghpca Wendy's. Mc d vic ny cquy li chongi cngnhn lnh tronglclmvicnhnghnh nhngscangntaybtilcvotrongthcn cahngnyvncnnguynvntrongtmtrngitiudng. 3. Arby's. AnhDavidScheiding(bangOhio,M)angdngmnsanwichthtgcaArby'sOhio thnhn thy mtmingdangi trongnhnbnh. Thra, vin u bp ca ca hng llngmtmingdangntaycitronglcthiraunkm.Anhubpnychobit, anhtalmvsinhvdnschchnhngliqunvtimraucchamingda taymanhtabqunnnmixyracs. Tai nn ny xy ra vo ngy 18/06/2004, tuy nhin tin tc v v ny khng b cng chng bit n mt cch rng ri cho n khi v vic c a ra ta vo thng 1 nm 2005.Cuithng4nm2005,tinnvvviccngbtucphttn.

Trang 46

CcvnMarketing hini

4. GoldenPuffs. u thng5 nm 2005, mt b trai tn Jordan Willett (ngi Anh), 5 tui, m hp thc phmnggiGoldenPuffsravphthinmtconrnvncnsng.Thotu,cub cnghchlmnchi.Gianhcubtmhiuthmvvnny.Cahng phnphihpngccGoldenPuffschorngylmttrongnhngchuynhihunhng hbolivinhcungcpcgngtmhiuxemtisaolichintngny. Theophntchcamtchuyngia,conrnlvtnuicaai,bxngravchuivotr ntronghpngcc.Conrndihnnamtnytuychuivotronghpnhngcha hxmnhpvobntronggingcccbaogikvmayknli. Nu nh chuyn ny xy ra M, chc chn n s c lm rm beng hn nhiu. Do chuynxyramtcahngtphanhAnhnimcchotngbochvtintc bochcmtbaophthphnnnhuqukhngngk.Thmch,cngtynymi ychobithtngtrng33%trong1nm,vsgianhsdngccsnphmca cngtycngtnglnngk. 5. McDonald's. MtphnsngtiVirginia(M)muahpMcNuggetsGvtmthymtciugrn bntrongbnh.Mcdchuynnycchngminhlctht,songvinphtqunl ca hng ni s vic xy ra t ra nghi ngdo bn thn ng ta trc cng tng c thngbovvictmthymtmuthutinhtrongphnhamburgerphomttimtca hngMcDonaldsbangFloridanhngharachlchuynba. TiGeorgiacngxyravictngtkhimtnkhchhngcaMcDonaldschobit,b ta pht hin mt chic bao cao su bn trong thanh xc xch. Kt qu iu tra cho thy chuynnybtngunttr acamtanhnhncng.Chnhanhnybcchicbao caosulnthanhxcxchachovui.TiWisconsincngcmtphnchobitb ta pht hin chic bao cao su c cun li nm bn trong phn Big Mac. Cn Tennessee, mt ngi khc li b chic kim ghim mc vo hm trong khi n mn McNugget. McDonald'snhanhchnglmvicvigiichctrchtinhngnixyravvic.Cc cuciutrachngminhmtschuynlctht,mtschlbatcngctrnghp khngthtmrabngchnghocnguynnhn. 6. BurgerKing. ChuynxyratiAnhvonm2000.Gianhmtbtrai2tuichobit,conhkhc thtlndonhnthymtconthnlnrnchntrongphnthtrnkiuPhpcacub.H cmthythtkhipmvisvicny,cncub2tuibaubngngaysau.May mnchoburgerKing,svickhngtrthnhmtchnnglntrnbochlccng nhkhnggythithig nlinhunvdanhtingcathnghiunitingny. 7. CrackerBarrel. TponCBRLmtmtthngthtthukhictinhimconbCarlavRickyPatterson nhnthynguynconchuttrongtspcmuatimttrongnhngcahngCBRL Virginia.Thnhng,saukhimxvkhmnghimxcchut,ccchngclichothyTrang 47

CcvnMarketing hini

rngncpchttrckhicmttrongnisp.ngthi,khngcchngc nochothyconchutcnuchungvisptrc. CnhstcmtkpthivbtgihaimconnhPattersonskhihainginyang tngtinCrackerBarrelvigi$500,000.Nukhng,hsphttnhnhnhconchut vtspcchpbnginthoiding. 8. JackintheBox. TrnghpcaJackintheBoxlinghimtrnghnrtnhiu.Hphignhchumthu quPRlnvsthmhttichnhngkvonm1993khichn600gigpvn khinphihamburgercnuchachkvcnhimE.coli. Dohuhtnhngnnnhnultrem,trongcn4emcht,JackintheBoxgn nhngtrnbvcphsn.Khngchbthmhttichnhdodoanhsttththmtrn tonquc,igiafastfoodnycnphitiutnhngtriulaMchoccvkintng ca gia nh nn nhn. Mt vi nn nhn d khng nghim trng nhng cng c bi thngn12triu.Ctrnghpmtbgihnmsut42ngyv jackphibi thngn$15.6triu.Mtlutschobit,nggipcckhchhngcamnhibi thngvitngstinlnn42triu.Tranhchpktthcsau4nmkintng. SkinnykhinJackintheBoxvhthngcccahngcahphimtnvinm mi c th b li thm ht ban u. Cc ca hng mua thung hiu ca Jack gi y chiphcvcthngbolkimlinhunkhcao. ivicctrnghpcaWendy's,Kohl'sFrozenCustard,Arby'svGoldenPuffsktrn cngnhccthnghiugpphikhnghongvPR,thigianlnhnthuhiunht hginhlikhchhngcamnh.Ngitiudngcthtmthikhngdngmtmn ncbithockhngluitimtnhhngdanhting,songhuhthsquaylimtthi giansau.Victngkhngsnphmchongitiudngcnglmtcchkhcphchu qusongnkhngthlmmtihnhnhngntaynguitrongthcn,dchochl chuynbatina.Hnhnhghssvncnmnhtrongtmtrkhchhng. DchtAbout.

20. LmsaotrnhccimcnhtospamngghtNgynay,trcstncngcathrc(spam),nhiuchindchtipthemailangdn mtitnhhiuqudomingithngxongayinhngemailcnidungmhnghi lspam.Vylmthnocckhchhngchvmnhngemailtipthbngiti? Vo thi gianu,hotng tip thquaemail cxemnhmtcng c tip thhon ho:r,nhanhchngvcthnhgiktquphnhingay.Tlcccclickchutvo emaillnhngconsluncquantm,vmingithngvuilngnhnvmttc ccemailctronghpthcah.Tuynhin,ngynay,mivicthayi.Sbngn caspamvslngemailqungcogititngcnhntngvthuhoitnhhiu qu ca emailnh mt cng c tip th hon ho. Thm ch cnhng email chnh thng nhtcngrivoccblcspamhaybxoibinhiunginhnkhcnhau. Mcdvy,theomtnghincuycaDnPIAL(PewInternetandAmericanLife),e mailvnlhotngtrctuynphbinnhtcamingikhisdngInternet,vbivTrang 48

CcvnMarketing hini

ngy cng nhiu ngi c th nhn email trn in thoi di ng hay PDA, c hi thnh cngchoccchinlctipthemailsngtostiptccmrakhngngng.Hot ngtipthemailcthvnemlinhngktqutuytvihnccbinphpkhcnh directmail,bochvtruynthanhtruynhnh.Vvy,numtaicnivibnrng tipthemailchtyu,ngtinh! Sthtl,spamvslngemailtngvtkhnggitchtchinlctipthemail,nhng chngtoramtsrocnihibnnhiuhnccnlcvthigiansngtora nhngcchthcmigipemailcabntiptccchvmra. Di y l 5 th php quan trng nht m bo chin dch tip th email ca bnc thnhcng,cckhchhngschvkhngxoinhngemailbngiti.Thchin ngnhngthphpny,bncthtiaholinhuntnhngchikinhdoanhmi mtipthemailemli. Th php 1: Qun l tt cc yu cu ng k (Subscribe) v Hu b ng k (Unsubscribe). Mttrongnhngcngvicquantrngnhtmbncthlmgimthiucckhkhn vgiatnglinhunldnhsquantmlnchoccyucungkvHub ngk.iunylcbitcnthitnubnkhngcmththngqunlngkt ngividanhschnhngngithamgia. Hy lun xem xt v gii quyt cc yu cuhu bng kkhidanh sch ca bnmt cchnghimtc.Nhngngikhngcnhanhchngloibkhidanhschcabnsau khicyucuhubngkvvnnhncccemailqungcocthbuctibn anggispamchoh,vdovybnsnhanhchnggprcrilnviccISP,hocc thlitngmicaccblcspam. ngnhin,cngskhngthbquanhngyucungkmivodanhschcabn. Bncnnhanhchngthchinyucucah,cnbngkhng,bnsmtinhngkhch hngmiquantrngvchitipthemailcngkhngcnna. Nu cc yu cungk vhu bng k cabn khngc giiquyt mt ccht ng,bnnnquantmchuotichngtrckhigiiccemail.Cngvicnysm bochodanhschachemailngidngcabnlunthchhpnht,vbncngkhng phinguvinhngrcrilinquantispamthngnht. Thphp2:Loibnhngachtrnglp. Trckhigiibtcemailtipthno, bncnmborngbnkhngcbtcach emailnotrnglptrongdanhsch.Sluncmtvingi(cthnhiuhnbnngh) ngkvodanhschcabntrcyvsaunylingkmtlnnadoqunmt mnhthamgia. Giy,mingiluncmthythoimikhinhncduynhtmtbnemailcabn. Trnghpnhncnhiubnginghtnhau,hsnghtivichubngk,xoi ccemailhoctithnhsxembnnhngitospam!Trang