Tm tt sch Qun tr marketing ca Philip Kotler

Nhng cng ty ginh chin thng ngy nay l nhng cng ty lm tha mn y nht v thc
s lm vui lng nhng khch hng mc tiu ca mnh.

Nhng cng ty xem Marketing l mt trit l ca ton cng ty ch khng ch l mt
chc nng ring bit. H cnh tranh c lit vi ch th, hp tc cht ch v khng ngoan
vi cc i tc chin lc trong chui xch cung ng v phn phi ca mnh. Nhng ngi lm
Marketing ca cng ty tham gia vo nhng quyt nh qun l t trc khi sn phm c thit
k v tip tc cng vic ngay c sau khi bn sn phm.
Thay i bn cht trong t duy Marketing l chuyn t quan im theo ui vic bn hng sang
quan im to ra khch hng. Nhng khch hng tt l mt ti sn m khi c qun l v phc
v tt s em li cho cng ty mt ngun thu nhp ln v lu bn. V tr dn u th trng s
thuc v cng ty no d tnh c nhng sn phm mi, dch v mi, phong cch sng mi v
nhng cch nng cao mc sng.
PHN I. NHNG HIU BIT V QUN TR MARKETING
CHNG 1. VAI TR QUAN TRNG CA MARKETING TRONG T CHC
Nhng nguyn tc kinh doanh em li thng li ngy hm nay d dng b li thi do c nhng
thay i nhanh chng.
C hi kinh doanh bt ngun t u?
+ Nhng kh khn ca x hi
+ Tin b ca khoa hc v cng ngh

KINH DOANH TRONG MT NN KINH T TON CU THAY I NHANH CHNG
Nn kinh t ton cu
S thu hp khong cch a l v vn ha cho php cc cng ty m rng ng k th trng tiu
th cng nh ngun cung ng ca mnh.
Hu ht cc sn phm thnh cng u l sn phm lai tp, nhng sn phm m vic ch to v
lp rp c tin hnh nhiu nc trn th gii.
Nhng cng ty ginh thng li l nhng cng ty xy dng c mng li kinh doanh ton
cu hu hiu nht.
Bn kinh t th gii ang thay i nhanh chng
Khi M ht hi th cc nc khc cng phi s mi
Khong cch thu nhp
Mt b phn ln ca th gii ngho hn. Ngho i trong d tha Cc nh my nhng
nc cng nghip ch hot ng mt na cng sut trong khi ngi dn khng tin mua
hng ha p ng cc nhu cu ca bn thn.
Khong cch thu nhp ngy cng gia tng. Nu cng ty c th thc hin c phng chm bn
nhiu li t, th c th vn ln dn u th trng nh lng tiu dng ng o ton cu.
Cng ty phi c chi ph thp hn i th v li ch em li cho khch hng cao hn i th.
Nhng vn khc
Th trng tiu dng v kinh doanh din ra nhiu thay i c k quan trng.
Cc cng ty kinh doanh cn y nhanh qu trnh pht trin sn phm ca mnh v chu k sng
ca sn phm ngn hn. H lun tm cch tt hn phn phi v kch thch tiu th sn phm
ca mnh vi chi ph thp hn.
Quan im mi ca cc cng ty
Khng c chi ph ca cng ty cao hn chi ph bnh qun ca ngnh.
Khng xem thng s xut hin cc cng ngh, vt liu, thit b mi v cch cch t chc v
marketing mi.
V khch hng
t quyn lc khch hng vo trung tm doanh nghip ca bn
Kinh doanh mun thnh t phi ly th trng lm c s.
NHNG KHI NIM CT LI CA MARKETTING
Nhu cu, mong mun v yu cu
Nhu cu l trng thi cm gic thiu ht mt s tha mn c bn no nh thc n, qun o,
ni , s an ton Chng l mt b phn cu thnh con ngi, khng phi do x hi hay ngi
lm Marketing to ra
Mong mun l c ao c c nhng th c th tha mn nhu cu. Ngi ta c nhu cu c
qu trng v mun mua mt chic Mercedec.
Yu cu l mong mun c c nhng sn phm c th c hu thun ca kh nng v thi
sn sng mua ca chng.
Nhng ngi lm Marketing tc ng ti mong mun ch khng to ra nhu cu. Nhu cu a tn
ti trc khi c nhng ngi lm Marketing. Ngi lm Marketing c th c v tng l chic
xe Mercedec s tha mn c nhu cu v a v x hi ca con ngi ch h khng to ra nhu
cu v a v x hi ca con ngi
Sn phm
ngha ca sn phm khng phi s hu chng m dch v m chng mang li
Sai phm ch yu ca nh sn xut l ch trng nhiu n cc sn phm vt cht ca mnh hn
l dch v m chng em li.
Cng vic Marketing l bn nhng li ch v dch v m sn phm em li ch khng phi l
m t tnh cht vt l ca chng.
Gi tr, chi ph v s tha mn
Ngi tiu dng s nh gi kh nng ca mi sn phm qua tiu ch tha mn tp hp cc nhu
cu ca mnh.
Gi tr l s nh gi ca ngi tiu dng v kh nng chung ca sn phm tho mn nhng nhu
cu ca mnh.
Sn phm l tng l sn phm tha mn ti a nhu cu ca khch hng vi chi ph = 0.
Sn phm thc t cng gi tr khi n cng gn sn phm l tng.
Ngi tiu dng s xem xt gi tr sn phm v chi ph c n trc khi quyt nh mua sn
phm. Ngi ta s chn sn phm to ra chi ph ln nht trn mt ng USD.
Trao i, giao dch v cc mi quan h
C 4 cch c mt sn phm:
+ T sn xut
+ Cng ot
+ i xin
+ Trao i
Marketing pht sinh t phng thc kim sn phm th t ny.
Trao i ch xy ra khi tha mn nm iu kin:
+ t nht phi c 2 bn
+ Mi bn phi c ci g c th c gi tr vi bn kia.
+ Mi bn u c kh nng giao dch v chuyn giao hng ha ca mnh
+ Mi bn u c quyn t do chp nhn hay khc t ngh ca bn kia
+ Mi bn u tin chc l mnh nn hay mun giao dch vi bn kia.
Trao i thng l qu trnh to ra gi tr, hai bn u c li hn trc khi trao i
Ngi lm Marketing phi phn tch xem mi bn d kin s cho ci g v nhn ci g.
Ngi lm Marketing khn ngoan u c gng xy dng nhng quan h lu di, tin cy, cng
c li vi nhng khch hng ln, nhng i l, v nhng ngi cung ng.
Marketing ngy cng c xu hng chuyn t ch c gng tng ti a li nhun trong tng v
giao dch sang ch tng ti a nhng mi quan h i bn cng c li vi cc i tc.
Marketing v ngi lm Marketing
Marketing l mt qu trnh qun l mang tnh x hi nh m cc c nhn v tp th c c
nhng g m h cn v mong mun thng qua vic to ra, cho hng v trao i nhng sn phm
c gi tr vi ngi khc.
Ngi lm Marketing l ni tm kim nhng ti nguyn ca ngi khc v sn sng a ra mt
th g c gi tr trao i. Nh vy ngi lm Marketing c th l ngi bn hoc ngi
mua.
QUN TR MARKETING
Qun tr Marketing l qu trnh lp k hoch v thc hin k hoch
+ nh gi, khuyn mi v phn phi hng ha, dch v
+ Hnh thnh tng to ra s trao i vi cc nhm mc tiu, tha mn nhng mc tiu ca
khch hng v t chc.
Qun tr Marketing l qu trnh bao gm phn tch, lp k hoch, thc hin v kim sot.
Qun tr Marketing thc cht l qun tr nhu cu c kh nng thanh ton.
8 tnh trng ca nhu cu c kh nng thanh ton v nhim v ca Marketing
Nhu cu c kh nng thanh ton m : th trng phn ln khng thch n v thm ch chi tin
thot khi n.
Marketing phi phn tch c ti sao th trng khng a sn phm v c th thay i thi
th trng bng mt chng trnh Marketing vi ni dung thit k li sn phm, nh gi thp
hn, khuyn mi tch cc hn khng.
Nhu cu c kh nng thanh ton bng khng : ngi tiu dng khng quan tm hay bng quan
v sn phm .
Tm cch gn nhng li ch ca sn phm vi nhng nhu cu v s thch th t nhin ca con
ngi
Nhu cu c kh nng thanh ton tim n: Nhiu ngi tiu dng c cng nhu cu bc bch m
mi sn phm hin nay khng tha mn c
Lng nh quy m ca th trng tim n v pht trin nhng loi hng ha tha mn c
nhu cu ny.
Nhu cu c kh nng thanh ton gim st : sn phm gim st mc tiu th
Phn tch nhng nguyn nhn gim st ca th trng.
Xc nh xem c th kch thch nhu cu c kh nng thanh ton tr li bng cch tm kim th
trng mc tiu mi, thay i tnh nng ca sn phm hay trin khai cng tc truyn thng hu
hiu hn.
Marketing sng to v sn phm
Nhu cu c kh nng thanh ton tht thng : nhu cu thay i theo ma, ngy, gi khin nng
lc sn xut d tha hay qu ti
Thay i dng phn b nhu cu c kh nng thanh ton quan vic nh gi linh hot, khuyn
mi.
Nhu cu c kh nng thanh ton va : Cc t chc hi lng vi khi lng kinh doanh ca
mnh
Duy tr hay nng cao cht lng sn phm ca mnh v thng xuyn nh gi s tha mn ca
ngi tiu dng tin chc rng mnh ang i ng hng.
Nhu cu c kh nng thanh ton qu mc : nhu cu c kh nng thanh ton cao hn mc h c
th p ng
Gim tm thi hay vnh vin phn d tha nhu cu c kh nng thanh ton .
Nhu cu c kh nng thanh ton c hi : nhng sn phm c hi i hi phi c n lc kim ch
mc tiu dng chng
Vn ng ngi nghin t b n, bng cch rn e, nng gi hay hn ch cung ng.

NHNG NH HNG V TH TRNG CA CNG TY
Quan im sn xut
Ngi tiu dng s u thch nhng sn phm c bn rng ri v gi h. Sn xut phi tp
trung vo nng cao hiu qu sn xut v m rng phm vi phn phi
Tnh hung p dng
+ Nhu cu c kh nng thanh ton sn phm vt qu cung
+ Gi thnh sn phm cao cn gim xung
Nhc im: thiu quan tm n con ngi v cht lng dch v km
Quan im sn phm
Ngi tiu dng s a thch nhng sn phm c cht lng cao nht, cng dng nhiu nht
hay c tnh nng mi. Sn xut tp trung vo cc sn phm thng hng v thng xuyn nng
cp chng.
Nhc im: quan tm ti sn phm m khng quan tm ti khch hng.
Quan im bn hng
Nu c yn, ngi tiu dng s khng mua cc sn phm ca cng ty vi s lng ln.
Nh sn xut cn c nhiu n lc tiu th v khuyn mi.
Tnh hung p dng
+ Hng ha c nhu cu th ng
+ D cng sut
+ Phi li nhun
Nhc im:Nhiu ri ro ln.
Nhim v quan trng nht ca Marketing khng phi l vic bn hng! Mc ch ca
Marketing l lm cho vic bn hng tr ln khng cn thit. Mc ch ca Marketing l bit
c v hin c khch hng mt cch thu o n mc l sn phm hay dch v u va
h v t n c tiu th.
Quan im Marketing
Cha kha t c nhng mc tiu ca t chc l xc nh c nhng nhu cu cng
mong mun ca cc th trng mc tiu v m bo mc tha mn mong mun bng nhng
phng thc hu hiu v hiu qu hn so vi cc i th cnh tranh.
Bn tr ct chnh
+ Th trng mc tiu
+ Nhu cu khch hng
+ Marketing phi hp( Marketing mix)
+ Kh nng sinh li
Th trng mc tiu
Khng mt cng ty no c th hot ng trn th trng v tha mn c mi nhu cu.
Cng ty ch c th t kt qu tt nht khi h xc nh mt cch thn trng th trng mc
tiu ca mnh ri chun b mt chng trnh Marketing ph hp.
Nhu cu ca khch hng
Hiu c nhng nhu cu v mong mun ca khch hng khng phi l iu n gin.
C 5 kiu nhu cu ca khch hng
+ Nhu cu c khch hng ni ra: mun mua mt chic xe khng t tin+ Nhu cu thc t
khch hng: mun mua mt chic xe m bo chi ph vn hnh thp ch khng phi gi mua
ban u thp+ Nhu cu khng ni ra ca khch hng: k vng i l s m bo dch v chu
o+ Nhu cu c nhng iu th v ca khch hng: mua xe v c tng thm bn ng
b ca khch
+ Nhu cu n du ca khch hng: mun mi ngi thy mnh l ngi bit ngi bit ca
p ng nhu cu ni ra ca khch hng thng li l la di khch hng. Khch hng thng
ni ra gii php thc hin nhu cu ch khng phi l nhu cu thc t. im mu cht ca
Marketing chuyn nghip l phi tha mn nhu cu thc t ca khch hng mt cch tt hn so
vi mi i th cnh tranh.
V sao iu ti quan trng l tha mn c khch hng mc tiu?
L do c bn l doanh s bn hng ca cng ty trong mi thi k u bt ngun t hai nhm
khch hng: khch hng c v khch hng mi. Vic thu ht khch hng mi bao gi cng tn
km hn l gi khch hng c.
Marketing mix
Gm 2 ni dung
+ Cc chc nng Marketing khc nhau, nh bn hng, qung co, qun l sn phm phi
c phi hp vi nhau da theo quan im ca khch hng.
+ Marketing phi c phi hp cht ch vi cc b phn khc trong cng ty.
Do , quan im Marketing i hi cng ty phi tin hnh Marketing i ni v Marketing
i ngoi.
Marketing i ni: tuyn dng, hun luyn v ng vin c kt qu nhng nhn vin c nng
lc, mun phc v khch hng chu o. Trn thc t, Marketing i ni phi thc hin trc
Marketing i ngoi.
Kh nng sinh li
Vn mu cht ca t chc khng phi nhm vo li nhun, m hot ng tt t c
li nhun vi tnh cch l mt sn phm ph. Tuy vy, ngi lm Marketing phi tham gia phn
tch kh nng sinh li ca cc c hi Marketing khc nhau.
Vn ca mt cng ty l n c nm bt c chnh xc nhng nhu cu lun thay i ca
khch hng v nhng chin lc cnh tranh khng.
Quan im kinh doanh ca chuyn gia Marketing
1. Ti sn ca cng ty s chng c my gi tr khi khng c khch hng
2. V vy nhim v then cht ca cng ty l phi thu ht v gi khch hng
3. Khch hng b thu ht bng nhng hng ha c u th cnh tranh v b gi chn bng cch
lm h hi lng
4. Nhim v ca Marketing l pht trin cc hng ha tt hn v m bo tha mn khch
hng
5. Kt qu cng tc cc b phn khc u c nh hng n mc tha mn ca khch hng
6. Marketing cn tc ng ti cc b phn khc h cng hp tc trong vic m bo tha
mn khch hng.

Quan im Marketing x hi
Ngi lm Marketing phi cn nhc 3 vn : li nhun ca cng ty, tha mn mong mun
ca ngi tiu dng v li ch cng cng.

CHNG 2. TO S THA MN CHO KHCH HNG BNG CHT LNG DCH
V V GI TR

Bng cch no cng ty c th ginh c khch hng v chin thng i th cnh tranh?
chin thng hay ch sng st, cng ty cn vn dng mt trit l mi. Ch c nhng cng
ty ly khch hng lm trung tm v c th cung ng gi tr ho hng cho cc khch hng mc
tiu ca mnh th mi chin thng.
NH NGHA GI TR THA MN CA KHCH HNG

Gi tr dnh cho khch hng
Gi tr dnh cho khch hng l phn chnh lch gia tng gi tr nhn c ca khch hng v
tng chi ph b ra ca khch hng.
Tng gi tr nhn c ca khch hng l ton b nhng ch li m khch hng nhn c mt
sn phm dch v nht nh.
Gi tr dnh cho KH = tng gi tr nhn c ca KH tng chi ph b ra ca KH Tng gi tr
nhn c ca KH = gi tr sn phm + gi tr dch v + gi tr v nhn s + gi tr v hnh nh
Tng chi ph b ra ca khch hng = gi tin + ph tn thi gian + ph tn cng sc + ph tn
tnh nhm
Ngi bn cn nh gi c tng gi tr nhn c ca khch hng v tng chi ph b ra ca
khch hng tng ng vi tng sn phm ca cng ty v i th cnh tranh bit r v tr sn
phm ca mnh ang u. Ngi bn c gi tr dnh cho khch hng t hn c 2 phng n la
chn. C th c gng tng tng gi tr nhn c ca khch hng hay gim tng chi ph b ra
ca khch hng.
S tha mn ca khch hng

S tha mn ca khch hng l kt qu s so snh kt qu ca mn hng mua v mong i
ca ngi mua.
Nu kt qu vt qu s mong i th khch hng hi lng.
K vng ca ngi mua c hnh thnh nh th no?
+ Kinh nghim mua sm trc kia ca ngi mua
+ kin ca bn b v ng nghip
+ Thng tin ha hn ca ngi lm Marketing v i th cnh tranh.
Mt s cng ty ang thnh t ly tng mc tha mn khch hng ( TCS Total Customer
Satisfaction ) lm mc ch kinh doanh ca mnh. i vi nhng cng ty ly khch hng lm
trung tm th s tha mn ca khch hng va l mc tiu, va l cng c Marketing.
Cc phng php theo di v lng nh s tha mn ca khch hng
H thng khiu ni v gp iu tra s tha mn ca khch hng ng gi ngi i mua sm
Phn tch nguyn nhn mt khch hng Mt s iu cn thn trng khi lng nh s tha mn
ca khch hng

CUNG NG GI TR V S THA MN CHO KHCH HNG

Chui gi tr
Chui gi tr xc nh 9 hot ng tng ng v chin lc to ra gi tr v chi ph ca mt
doanh nghip c th
+ 5 hot ng ch cht: hu cn ni b, sn xut, hu cn bn ngoi, Marketing v bn hng,
dch v.
+ 4 hot ng h tr: c s h tng ca cng ty, qun l ngun nhn lc, pht trin cng ngh,
cung ng. Nhim v ca cng ty l phi kim tra chi ph v kt qu thc hin trong tng hot
ng to ra gi tr tm cch ci tin. ng thi nh gi chi ph v hot ng to ra gi tr ca
i th cnh tranh lm cn c so snh.
Nhng qu trnh kinh doanh ct li

+ Qu trnh thc hin sn phm. Xc nh, nghin cu, pht trin v tung ra sn phm mi
mt cch thng li vi tc nhanh, cht lng cao v m bo chi ph mc tiu
+ Qu trnh qun tr hng d tr. Tt c cc hot ng lin quan ti vic pht trin v qun tr
vic b tr ng cc a im d tr nguyn liu, bn thnh phm v thnh phm lm sao c
th cung ng ng theo yu cu, ng thi trnh c nhng chi ph do d tr qu mc.
+ Qu trnh t hng v thanh ton. Tt c cc hot ng lin quan ti vic tip nhn n
hng, chp nhn n hng, gi hng ng hn, v thanh ton tin hng.
+ Qu trnh phc v khch hng. Tt c nhng hot ng lin quan ti vic to iu kin d
dng cho khch hng tip xc ng nhng b phn cn thit trong cng ty v nhn c dch
v, li gii p v cch gii quyt vn nhanh chng v tha ng.
Nhng cng ty mnh l nhng cng ty xy dng c nhng kh nng tt hn trong qun tr
nhng qu trnh ct li ny.
H thng cung ng gi tr

Khi xy dng h thng cung ng gi tr, s cnh tranh mi khng cn din ra gia tng i th
cnh tranh na m din ra gia tnh hiu qu tng i gia cch h thng cung ng gi tr cnh
tranh vi nhau do cc i th t chc ra. Nh vy, Marketing khng ch l cng vic ca b
phn bn hng. N c trch nhim thit k, qun l h thng cung ng gi tr thng hng
vn ti nhng nhm khch hng mc tiu. Nh vy cn b ph trch Marketing khng ch
hng n vic tiu th cc sn phm hin c, m cn phi ngh n c vic lm th no kch
thch pht trin nhng sn phm ci tin ca cng ty, cng vi cc b phn khc tch cc
tham gia qun l nhng qu trnh kinh doanh ct li, v xy dng nhng quan h cng tc cht
ch hn vi bn ngoi.


GI KHCH HNG

Ci gi ca khch hng b mt
Cc bc xc nh t l khch hng b i v nhng bin php gim t l

Bc1. Cng ty phi xc nh v o lng t l gi li ca mnh
Bc 2. Cng ty phi phn bit c nhng nguyn nhn khc nhau lm mt dn khch hng
v xc nh nhng nguyn nhn no c th khc phc c v ci thin tt hn.
Bc 3. Cng ty cn c tnh xem mnh mt mt khong li nhun l bao nhiu khi mt nhng
khch hng khng ng mt. Nhu cu gi khch Chi ph thu ht mt khch hng mi tn gp
5 ln chi ph gi mt khch hng c hi lng. Marketing tn cng tn km v kh khn hn
Marketing phng ng. V n i hi cng sc v chi ph lm cho nhng khch hng ang hi
lng t b nhng ngi cung ng hin c ca mnh. Do cn to ra s trung thnh bn vng
ca khch hng

Cch gi khch hng

+ Dng ln nhng ro cn cao chng li chuyn sang ngi cung ng khc.
+ m bo s tha mn ca khch hng mc cao.
Nhim v to s trung thnh ca khch hng gi l Marketing quan h. Marketing quan h vi
khch hng: vn then cht

Nm mc quan h vi khch hng

+ C bn: nhn vin sau khi bn sn phm khng tip xc vi khch hng
+ C lp li: nhn vin sau khi bn sn phm c khuyn khch khch hng gi in li khi c
cu hi hay khiu ni g.
+ C trch nhim: sau khi bn sn phm, nhn vin bn hng gi in cho khch hng kim
tra xem sn phm c p ng mong i ca khch hng khng v nhn nhng gp v sn phm
ca khch hng. + C lp li nhiu ln: thnh thong nhn vin gi in li cho khch gp
v cch s dng sn phm v gii thiu sn phm mi.
+ Cng tc: cng ty lm vic thng xuyn vi khch tm cch tit kim tin cho khch v
gip khch t kt qu cao hn.

Ba phng thc to gi tr cho khch hng

+ Phng thc 1: tng thm li ch v ti chnh
+ Phng thc 2: b sung thm nhng li ch v mt x hi
+ Phng thc 3: tng cng mi rng buc v c cu

KH NNG SINH LI CA KHCH HNG: BC KIM TRA CUI CNG

Thng khch hng trung bnh mang li li nhun cho cng ty nhiu nht. Cng ty khng th
chy theo tha mn mi khch hng.

Nhng chin lc to dng lng trung thnh ca khch hng

+ Marketing tn sut bo m phn thng cho khch hng mua thng xuyn hay mua s
lng ln
+ Marketing cu lc b

Lu v khch hng khng sinh li : cng ty s c li khi chuyn s khch hng khng sinh li
ca mnh sang cc i th cnh tranh.

THC HIN MARKETING TNG CHT LNG

Marketing ca cng ty s khng c hiu qu nu giao ph cho mt b phn Marketing. Cn b
iu hnh cp cao u xem nhim v ci tin sn phm v dch v l nhim v u tin hng u
ca mnh. Cc cng ty khng cn cch no khc ngoi vic thc hin qun l tng cht lng(
TMQ). Gia cht lng sn phm v dch v, s tha mn ca khc hng v kh nng sinh li
ca cng ty c mt mi lin h mt thit. Cc chng trnh ci tin cht lng( QIP) thng lm
tng kh nng sinh li. Tng cht lng l cha kha to ra gi tr v lm tha mn khch
hng. Tng cht lng l cng vic ca ton b thnh vin trong t chc.

Ngi lm Marketing phi ng mt vai tr quan trng trong vic gip cng ty xc nh v cung
ng hng ha v dch v cht lng cao cho khch hng mc tiu

+ Xc nh nhng nhu cu v yu cu ca khch hng
+ Truyn t chnh xc nhng k vng ca khch hng cho nhng ngi thit k sn phm.
+ m bo chc chn cc n hng ca khch c thc hin ng ni dung v ng hn
+ Hng dn, hun luyn v gip khch hng s dng sn phm
+ Gi quan h vi khch hng sau khi bn
+ Thu thp v truyn t nhng kin ca khch hng ngh ci tin dch v v sn phm
Marketing phi lun gi ng tiu chun: cung cp cho khch hng gii php tt nht Ngi
lm Marketing phi ngh mnh l ngi tha mn khch hng, bnh vc khch hng ton b
cc qu trnh.