{"id":8206,"date":"2020-08-25T10:48:47","date_gmt":"2020-08-25T03:48:47","guid":{"rendered":"https:\/\/news.appota.com\/?p=8206"},"modified":"2021-04-19T17:02:21","modified_gmt":"2021-04-19T10:02:21","slug":"9-dinh-nghia-co-ban-nhat-trong-marketing-ma-ban-can-phai-biet","status":"publish","type":"post","link":"https:\/\/news.appota.com\/en_US\/9-dinh-nghia-co-ban-nhat-trong-marketing-ma-ban-can-phai-biet\/","title":{"rendered":"9 \u0111\u1ecbnh ngh\u0129a c\u01a1 b\u1ea3n nh\u1ea5t trong Marketing m\u00e0 b\u1ea1n c\u1ea7n ph\u1ea3i bi\u1ebft"},"content":{"rendered":"

\u0110\u1ec3 l\u00e0m Marketing<\/a> hi\u1ec7u qu\u1ea3 th\u00ec tr\u01b0\u1edbc h\u1ebft b\u1ea1n c\u1ea7n ph\u1ea3i hi\u1ec3u v\u00e0 n\u1eafm ch\u1eafc \u0111\u01b0\u1ee3c 9 \u0111\u1ecbnh ngh\u0129a c\u01a1 b\u1ea3n, quan tr\u1ecdng nh\u1ea5t c\u1ee7a Marketing b\u00ean d\u01b0\u1edbi \u0111\u00e2y.<\/p>\n

<\/p>\n

Theo \u0111\u1ecbnh ngh\u0129a v\u1ec1 Narketing c\u1ee7a philip kotler: \u201cMarketing l\u00e0 m\u1ed9t d\u1ea1ng ho\u1ea1t \u0111\u1ed9ng c\u1ee7a con ng\u01b0\u1eddi nh\u1eb1m tho\u1ea3 m\u00e3n nh\u1eefng nhu c\u1ea7u v\u00e0 mong mu\u1ed1n c\u1ee7a h\u1ecd th\u00f4ng qua trao \u0111\u1ed5i.\u201d Marketing l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh qu\u1ea3n l\u00fd mang t\u00ednh x\u00e3 h\u1ed9i, nh\u1edd n\u00f3 m\u00e0 c\u00e1c c\u00e1 nh\u00e2n v\u00e0 c\u00e1c nh\u00f3m ng\u01b0\u1eddi kh\u00e1c nhau nh\u1eadn \u0111\u01b0\u1ee3c c\u00e1i m\u00e0 h\u1ecd c\u1ea7n v\u00e0 mong mu\u1ed1n th\u00f4ng qua vi\u1ec7c t\u1ea1o ra, cung c\u1ea5p v\u00e0 trao \u0111\u1ed5i c\u00e1c s\u1ea3n ph\u1ea9m c\u00f3 gi\u00e1 tr\u1ecb v\u1edbi nh\u1eefng ng\u01b0\u1eddi kh\u00e1c.<\/p>\n

Sau \u0111\u00e2y l\u00e0 9 \u0111\u1ecbnh ngh\u0129a c\u01a1 b\u1ea3n nh\u1ea5t trong Marketing<\/strong><\/em><\/p>\n

Nhu c\u1ea7u c\u01a1 b\u1ea3n (Needs)<\/h2>\n

\u0110i\u1ec3m xu\u1ea5t ph\u00e1t c\u1ee7a t\u01b0 duy chi\u1ebfn l\u01b0\u1ee3c marketing l\u00e0 nh\u1eefng nhu c\u1ea7u v\u00e0 mong mu\u1ed1n c\u1ee7a con ng\u01b0\u1eddi. Ng\u01b0\u1eddi ta c\u1ea7n th\u1ee9c \u0103n, n\u01b0\u1edbc u\u1ed1ng, kh\u00f4ng kh\u00ed v\u00e0 n\u01a1i \u1edf \u0111\u1ec3 s\u1ed1ng c\u00f2n. B\u00ean c\u1ea1nh \u0111\u00f3, con ng\u01b0\u1eddi c\u00f2n c\u00f3 nguy\u1ec7n v\u1ecdng m\u1ea1nh m\u1ebd cho s\u1ef1 s\u00e1ng t\u1ea1o, gi\u00e1o d\u1ee5c v\u00e0 c\u00e1c d\u1ecbch v\u1ee5 kh\u00e1c.<\/p>\n

\"9<\/a><\/p>\n

Nhu c\u1ea7u c\u1ea5p thi\u1ebft c\u1ee7a con ng\u01b0\u1eddi l\u00e0 c\u1ea3m gi\u00e1c thi\u1ebfu h\u1ee5t m\u1ed9t c\u00e1i g\u00ec \u0111\u00f3 m\u00e0 h\u1ecd c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c. Nhu c\u1ea7u c\u1ea5p thi\u1ebft c\u1ee7a con ng\u01b0\u1eddi r\u1ea5t \u0111a d\u1ea1ng v\u00e0 ph\u1ee9c t\u1ea1p. N\u00f3 bao g\u1ed3m c\u1ea3 nh\u1eefng nhu c\u1ea7u sinh l\u00fd c\u01a1 b\u1ea3n v\u1ec1 \u0103n, m\u1eb7c, s\u01b0\u1edfi \u1ea5m v\u00e0 an to\u00e0n t\u00ednh m\u1ea1ng l\u1eabn nh\u1eefng nhu c\u1ea7u x\u00e3 h\u1ed9i nh\u01b0 s\u1ef1 th\u00e2n thi\u1ebft, g\u1ea7n g\u0169i, uy t\u00edn v\u00e0 t\u00ecnh c\u1ea3m c\u0169ng nh\u01b0 c\u00e1c nhu c\u1ea7u c\u00e1 nh\u00e2n v\u1ec1 tri th\u1ee9c v\u00e0 t\u1ef1 th\u1ec3 hi\u1ec7n m\u00ecnh. Nhu c\u1ea7u c\u1ea5p thi\u1ebft l\u00e0 nh\u1eefng ph\u1ea7n c\u1ea5u th\u00e0nh nguy\u00ean th\u1ee7y c\u1ee7a b\u1ea3n t\u00ednh con ng\u01b0\u1eddi, kh\u00f4ng ph\u1ea3i do x\u00e3 h\u1ed9i hay ng\u01b0\u1eddi l\u00e0m marketing t\u1ea1o ra.<\/p>\n

N\u1ebfu c\u00e1c nhu c\u1ea7u c\u1ea5p thi\u1ebft kh\u00f4ng \u0111\u01b0\u1ee3c th\u1ecfa m\u00e3n th\u00ec con ng\u01b0\u1eddi s\u1ebd c\u1ea3m th\u1ea5y kh\u1ed5 s\u1edf v\u00e0 b\u1ea5t h\u1ea1nh. V\u00e0 n\u1ebfu c\u00e1c nhu c\u1ea7u \u0111\u00f3 c\u00f3 \u00fd ngh\u0129a c\u00e0ng l\u1edbn \u0111\u1ed1i v\u1edbi con ng\u01b0\u1eddi th\u00ec n\u00f3 c\u00e0ng kh\u1ed5 s\u1edf h\u01a1n. Con ng\u01b0\u1eddi kh\u00f4ng \u0111\u01b0\u1ee3c th\u1ecfa m\u00e3n s\u1ebd l\u1ef1a ch\u1ecdn m\u1ed9t trong hai h\u01b0\u1edbng gi\u1ea3i quy\u1ebft: ho\u1eb7c l\u00e0 b\u1eaft tay t\u00ecm ki\u1ebfm m\u1ed9t \u0111\u1ed1i t\u01b0\u1ee3ng c\u00f3 kh\u1ea3 n\u0103ng th\u1ecfa m\u00e3n \u0111\u01b0\u1ee3c nhu c\u1ea7u ho\u1eb7c c\u1ed1 g\u1eafng k\u00ecm ch\u1ebf n\u00f3.<\/p>\n

Mong mu\u1ed1n (Wants)<\/h2>\n

Mong mu\u1ed1n c\u1ee7a con ng\u01b0\u1eddi l\u00e0 m\u1ed9t nhu c\u1ea7u c\u1ea5p thi\u1ebft c\u00f3 d\u1ea1ng \u0111\u1eb7c th\u00f9, t\u01b0\u01a1ng \u1ee9ng v\u1edbi tr\u00ecnh \u0111\u1ed9 v\u0103n h\u00f3a v\u00e0 nh\u00e2n c\u00e1ch c\u1ee7a m\u1ed7i ng\u01b0\u1eddi. Mong mu\u1ed1n \u0111\u01b0\u1ee3c bi\u1ec3u hi\u1ec7n ra th\u00e0nh nh\u1eefng th\u1ee9 c\u1ee5 th\u1ec3 c\u00f3 kh\u1ea3 n\u0103ng th\u1ecfa m\u00e3n nhu c\u1ea7u b\u1eb1ng ph\u01b0\u01a1ng th\u1ee9c m\u00e0 n\u1ebfp s\u1ed1ng v\u0103n h\u00f3a c\u1ee7a x\u00e3 h\u1ed9i \u0111\u00f3 v\u1ed1n quen thu\u1ed9c.<\/p>\n

\"9<\/a><\/p>\n

Khi x\u00e3 h\u1ed9i ph\u00e1t tri\u1ec3n th\u00ec nhu c\u1ea7u c\u1ee7a c\u00e1c th\u00e0nh vi\u00ean c\u0169ng t\u0103ng l\u00ean. Con ng\u01b0\u1eddi c\u00e0ng ti\u1ebfp x\u00fac nhi\u1ec1u h\u01a1n v\u1edbi nh\u1eefng \u0111\u1ed1i t\u01b0\u1ee3ng g\u1ee3i tr\u00ed t\u00f2 m\u00f2, s\u1ef1 quan t\u1eadm v\u00e0 ham mu\u1ed1n. C\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t, v\u1ec1 ph\u00eda m\u00ecnh, lu\u00f4n h\u01b0\u1edbng ho\u1ea1t \u0111\u1ed9ng c\u1ee7a h\u1ecd v\u00e0o vi\u1ec7c k\u00edch th\u00edch ham mu\u1ed1n mua h\u00e0ng v\u00e0 c\u1ed1 g\u1eafng thi\u1ebft l\u1eadp m\u1ed1i li\u00ean h\u1ec7 th\u00edch \u1ee9ng gi\u1eefa nh\u1eefng s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd v\u1edbi nhu c\u1ea7u c\u1ea5p thi\u1ebft c\u1ee7a con ng\u01b0\u1eddi.<\/p>\n

Nhu c\u1ea7u (Demands)<\/h2>\n

Nhu c\u1ea7u c\u1ee7a con ng\u01b0\u1eddi l\u00e0 nh\u1eefng mong mu\u1ed1n k\u00e8m th\u00eam \u0111i\u1ec1u ki\u1ec7n c\u00f3 kh\u1ea3 n\u0103ng thanh to\u00e1n. C\u00e1c mong mu\u1ed1n s\u1ebd tr\u1edf th\u00e0nh nhu c\u1ea7u khi \u0111\u01b0\u1ee3c \u0111\u1ea3m b\u1ea3o b\u1edfi s\u1ee9c mua.<\/p>\n

Con ng\u01b0\u1eddi kh\u00f4ng b\u1ecb gi\u1edbi h\u1ea1n b\u1edfi mong mu\u1ed1n m\u00e0 b\u1ecb gi\u1edbi h\u1ea1n b\u1edfi kh\u1ea3 n\u0103ng th\u1ecfa m\u00e3n \u01b0\u1edbc mu\u1ed1n. R\u1ea5t nhi\u1ec1u ng\u01b0\u1eddi c\u00f9ng mong mu\u1ed1n m\u1ed9t s\u1ea3n ph\u1ea9m, nh\u01b0ng ch\u1ec9 s\u1ed1 \u00edt l\u00e0 th\u1ecfa m\u00e3n \u0111\u01b0\u1ee3c nh\u1edd kh\u1ea3 n\u0103ng thanh to\u00e1n c\u1ee7a h\u1ecd. Do v\u1eady, trong ho\u1ea1t \u0111\u1ed9ng marketing, c\u00e1c doanh nghi\u1ec7p ph\u1ea3i \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c kh\u00f4ng ch\u1ec9 bao nhi\u00eau ng\u01b0\u1eddi mua s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh, m\u00e0 quan tr\u1ecdng h\u01a1n l\u00e0 bao nhi\u00eau ng\u01b0\u1eddi c\u00f3 kh\u1ea3 n\u0103ng v\u00e0 thu\u1eadn l\u00f2ng mua ch\u00fang.<\/p>\n

\"9<\/a><\/p>\n

Trong qu\u00e1 tr\u00ecnh th\u1ef1c thi marketing nh\u01b0 m\u1ed9t ch\u1ee9c n\u0103ng kinh doanh, nh\u1eefng ng\u01b0\u1eddi l\u00e0m marketing kh\u00f4ng t\u1ea1o ra nhu c\u1ea7u, nhu c\u1ea7u t\u1ed3n t\u1ea1i m\u1ed9t c\u00e1ch kh\u00e1ch quan.<\/p>\n

Ng\u01b0\u1eddi l\u00e0m marketing c\u00f9ng v\u1edbi c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c trong x\u00e3 h\u1ed9i t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn nh\u1eefng mong mu\u1ed1n, nhu c\u1ea7u b\u1eb1ng c\u00e1ch t\u1ea1o ra nh\u1eefng s\u1ea3n ph\u1ea9m th\u00edch h\u1ee3p, d\u1ec5 t\u00ecm, h\u1ea5p d\u1eabn v\u00e0 h\u1ee3p t\u00fai ti\u1ec1n cho nh\u1eefng kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau c\u1ee7a h\u1ecd. S\u1ea3n ph\u1ea9m c\u00e0ng th\u1ecfa m\u00e3n mong mu\u1ed1n v\u00e0 nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau bao nhi\u00eau th\u00ec ng\u01b0\u1eddi l\u00e0m marketing c\u00e0ng th\u00e0nh c\u00f4ng b\u1ea5y nhi\u00eau.<\/p>\n

S\u1ea3n ph\u1ea9m (Product)<\/h2>\n

Nh\u1eefng nhu c\u1ea7u c\u1ea5p thi\u1ebft, mong mu\u1ed1n v\u00e0 nhu c\u1ea7u c\u1ee7a con ng\u01b0\u1eddi g\u1ee3i m\u1edf n\u00ean s\u1ef1 c\u00f3 m\u1eb7t c\u1ee7a s\u1ea3n ph\u1ea9m.<\/p>\n

S\u1ea3n ph\u1ea9m l\u00e0 b\u1ea5t c\u1ee9 nh\u1eefng g\u00ec c\u00f3 th\u1ec3 \u0111\u01b0a ra th\u1ecb tr\u01b0\u1eddng, g\u00e2y s\u1ef1 ch\u00fa \u00fd, \u0111\u01b0\u1ee3c ti\u1ebfp nh\u1eadn, \u0111\u01b0\u1ee3c ti\u00eau th\u1ee5 hay s\u1eed d\u1ee5ng \u0111\u1ec3 th\u1ecfa m\u00e3n m\u1ed9t nhu c\u1ea7u hay mong mu\u1ed1n c\u1ee7a con ng\u01b0\u1eddi.<\/p>\n

\"9<\/a><\/p>\n

Th\u00f4ng th\u01b0\u1eddng th\u00ec t\u1eeb \u201cs\u1ea3n ph\u1ea9m\u201d g\u1ee3i trong tr\u00ed \u00f3c ch\u00fang ta m\u1ed9t v\u1eadt th\u1ec3 v\u1eadt ch\u1ea5t nh\u01b0 l\u00e0 m\u1ed9t c\u00e1i \u00f4 t\u00f4, m\u1ed9t c\u00e1i ti vi hay m\u1ed9t \u0111\u1ed3 u\u1ed1ng,\u2026 V\u00e0 v\u00ec th\u1ebf, ch\u00fang ta th\u01b0\u1eddng d\u00f9ng t\u1eeb \u201cs\u1ea3n ph\u1ea9m\u201d v\u00e0 \u201cd\u1ecbch v\u1ee5\u201d \u0111\u1ec3 ph\u00e2n bi\u1ec7t c\u00e1c v\u1eadt th\u1ec3 v\u1eadt ch\u1ea5t v\u00e0 c\u00e1i kh\u00f4ng s\u1edd m\u00f3 hay ch\u1ea1m t\u1edbi \u0111\u01b0\u1ee3c. Nh\u01b0ng th\u1eadt ra, suy cho c\u00f9ng, t\u1ea7m quan tr\u1ecdng c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m v\u1eadt ch\u1ea5t kh\u00f4ng n\u1eb1m nhi\u1ec1u \u1edf ch\u1ed7 ch\u00fang ta c\u00f3 n\u00f3 m\u00e0 l\u00e0 \u1edf ch\u1ed7 ch\u00fang ta d\u00f9ng n\u00f3 \u0111\u1ec3 th\u1ecfa m\u00e3n mong mu\u1ed1n c\u1ee7a ch\u00fang ta. N\u00f3i c\u00e1ch kh\u00e1c, ng\u01b0\u1eddi ta kh\u00f4ng mua m\u1ed9t s\u1ea3n ph\u1ea9m, h\u1ecd mua nh\u1eefng l\u1ee3i \u00edch m\u00e0 s\u1ea3n ph\u1ea9m \u0111\u00f3 \u0111em l\u1ea1i. Ch\u1eb3ng h\u1ea1n, ng\u01b0\u1eddi ta kh\u00f4ng mua m\u1ed9t xe m\u00e1y \u0111\u1ec3 ng\u1eafm n\u00f3 m\u00e0 \u0111\u1ec3 n\u00f3 cung c\u1ea5p m\u1ed9t d\u1ecbch v\u1ee5 \u0111i l\u1ea1i. M\u1ed9t h\u1ed9p trang \u0111i\u1ec3m \u0111\u01b0\u1ee3c mua kh\u00f4ng ph\u1ea3i \u0111\u1ec3 chi\u00eam ng\u01b0\u1ee1ng m\u00e0 l\u00e0 \u0111\u1ec3 n\u00f3 cung c\u1ea5p m\u1ed9t d\u1ecbch v\u1ee5 l\u00e0m cho ng\u01b0\u1eddi ta \u0111\u1eb9p h\u01a1n. Ng\u01b0\u1eddi ph\u1ee5 n\u1eef kh\u00f4ng mua m\u1ed9t l\u1ecd n\u01b0\u1edbc hoa, ch\u1ecb ta mua \u201cm\u1ed9t ni\u1ec1m hy v\u1ecdng\u201d,\u2026 V\u00ec th\u1ebf nh\u1eefng s\u1ea3n ph\u1ea9m v\u1eadt ch\u1ea5t th\u1ef1c s\u1ef1 l\u00e0 nh\u1eefng c\u00f4ng c\u1ee5 \u0111\u1ec3 cung c\u1ea5p d\u1ecbch v\u1ee5 t\u1ea1o n\u00ean s\u1ef1 th\u1ecfa m\u00e3n hay l\u1ee3i \u00edch cho ch\u00fang ta. N\u00f3i m\u1ed9t c\u00e1ch kh\u00e1c, ch\u00fang ta l\u00e0 nh\u1eefng ph\u01b0\u01a1ng ti\u1ec7n chuy\u1ec3n t\u1ea3i l\u1ee3i \u00edch.<\/p>\n

Kh\u00e1i ni\u1ec7m s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 c\u00f2n bao g\u1ed3m c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng, v\u1ecb tr\u00ed, n\u01a1i ch\u1ed1n, c\u00e1c t\u1ed5 ch\u1ee9c v\u00e0 \u00fd t\u01b0\u1edfng. V\u00ec v\u1eady, \u0111\u00f4i khi ng\u01b0\u1eddi ta d\u00f9ng thu\u1eadt ng\u1eef kh\u00e1c \u0111\u1ec3 ch\u1ec9 s\u1ea3n ph\u1ea9m nh\u01b0 v\u1eadt l\u00e0m th\u1ecfa m\u00e3n (satisfier), ngu\u1ed3n (resource) hay s\u1ef1 c\u1ed1ng hi\u1ebfn (offer).<\/p>\n

S\u1ebd l\u00e0 sai l\u1ea7m n\u1ebfu c\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t ch\u1ec9 ch\u00fa tr\u1ecdng \u0111\u1ebfn kh\u00eda c\u1ea1nh v\u1eadt ch\u1ea5t c\u1ee7a s\u1ea3n ph\u1ea9m m\u00e0 \u00edt quan t\u00e2m \u0111\u1ebfn nh\u1eefng l\u1ee3i \u00edch m\u00e0 s\u1ea3n ph\u1ea9m \u0111\u00f3 \u0111em l\u1ea1i. N\u1ebfu nh\u01b0 th\u1ebf, h\u1ecd ch\u1ec9 ngh\u0129 \u0111\u1ebfn vi\u1ec7c ti\u00eau th\u1ee5 s\u1ea3n ph\u1ea9m ch\u1ee9 kh\u00f4ng ph\u1ea3i l\u00e0 gi\u1ea3i ph\u00e1p \u0111\u1ec3 gi\u1ea3i quy\u1ebft m\u1ed9t nhu c\u1ea7u. V\u00ec v\u1eady, ng\u01b0\u1eddi b\u00e1n ph\u1ea3i \u00fd th\u1ee9c \u0111\u01b0\u1ee3c r\u1eb1ng c\u00f4ng vi\u1ec7c c\u1ee7a h\u1ecd l\u00e0 b\u00e1n nh\u1eefng l\u1ee3i \u00edch hay d\u1ecbch v\u1ee5 ch\u1ee9a \u0111\u1ef1ng trong nh\u1eefng s\u1ea3n ph\u1ea9m c\u00f3 kh\u1ea3 n\u0103ng th\u1ecfa m\u00e3n nhu c\u1ea7u hay \u01b0\u1edbc mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng ch\u1ee9 kh\u00f4ng ph\u1ea3i b\u00e1n nh\u1eefng \u0111\u1eb7c t\u00ednh v\u1eadt ch\u1ea5t c\u1ee7a s\u1ea3n ph\u1ea9m.<\/p>\n

Kh\u00e1i ni\u1ec7m v\u1ec1 s\u1ea3n ph\u1ea9m v\u00e0 mong mu\u1ed1n d\u1eabn ch\u00fang ta \u0111\u1ebfn kh\u00e1i ni\u1ec7m kh\u1ea3 n\u0103ng th\u1ecfa m\u00e3n c\u1ee7a s\u1ea3n ph\u1ea9m. Ch\u00fang ta c\u00f3 th\u1ec3 di\u1ec5n \u0111\u1ea1t m\u1ed9t s\u1ea3n ph\u1ea9m \u0111\u1eb7c tr\u01b0ng n\u00e0o \u0111\u00f3 v\u00e0 m\u1ed9t mong mu\u1ed1n n\u00e0o \u0111\u00f3 th\u00e0nh c\u00e1c v\u00f2ng tr\u00f2n v\u00e0 di\u1ec5n t\u1ea3 kh\u1ea3 n\u0103ng th\u1ecfa m\u00e3n \u01b0\u1edbc mu\u1ed1n c\u1ee7a s\u1ea3n ph\u1ea9m b\u1eb1ng m\u1ee9c \u0111\u1ed9 m\u00e0 n\u00f3 che ph\u1ee7 v\u00f2ng tr\u00f2n \u01b0\u1edbc mu\u1ed1n.<\/p>\n

S\u1ea3n ph\u1ea9m c\u00e0ng th\u1ecfa m\u00e3n mong mu\u1ed1n c\u00e0ng nhi\u1ec1u c\u00e0ng d\u1ec5 d\u00e0ng \u0111\u01b0\u1ee3c ng\u01b0\u1eddi ti\u00eau d\u00f9ng ch\u1ea5p nh\u1eadn h\u01a1n. Nh\u01b0 v\u1eady, c\u00f3 th\u1ec3 k\u1ebft lu\u1eadn r\u1eb1ng, nh\u00e0 s\u1ea3n xu\u1ea5t c\u1ea7n x\u00e1c \u0111\u1ecbnh nh\u1eefng nh\u00f3m kh\u00e1ch h\u00e0ng m\u00e0 h\u1ecd mu\u1ed1n b\u00e1n v\u00e0 n\u00ean cung c\u1ea5p nh\u1eefng s\u1ea3n ph\u1ea9m l\u00e0m th\u1ecfa m\u00e3n \u0111\u01b0\u1ee3c c\u00e0ng nhi\u1ec1u c\u00e0ng t\u1ed1t c\u00e1c mong mu\u1ed1n c\u1ee7a nh\u1eefng nh\u00f3m n\u00e0y.<\/p>\n

L\u1ee3i \u00edch (Benefit)<\/h2>\n

Th\u00f4ng th\u01b0\u1eddng, m\u1ed7i ng\u01b0\u1eddi mua \u0111\u1ec1u c\u00f3 m\u1ed9t kho\u1ea3n thu nh\u1eadp gi\u1edbi h\u1ea1n,m\u1ed9t tr\u00ecnh \u0111\u1ed9 hi\u1ec3u bi\u1ebft nh\u1ea5t \u0111\u1ecbnh v\u1ec1 s\u1ea3n ph\u1ea9m v\u00e0 kinh nghi\u1ec7m mua h\u00e0ng. Trong nh\u1eefng \u0111i\u1ec1u ki\u1ec7n nh\u01b0 v\u1eady, ng\u01b0\u1eddi mua s\u1ebd ph\u1ea3i quy\u1ebft \u0111\u1ecbnh ch\u1ecdn mua nh\u1eefng s\u1ea3n ph\u1ea9m n\u00e0o, c\u1ee7a ai, v\u1edbi s\u1ed1 l\u01b0\u1ee3ng bao nhi\u00eau nh\u1eb1m t\u1ed1i \u0111a h\u00f3a s\u1ef1 th\u1ecfa m\u00e3n hay t\u1ed5ng l\u1ee3i \u00edch c\u1ee7a h\u1ecd khi ti\u00eau d\u00f9ng c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u00f3.<\/p>\n

\"9<\/a><\/p>\n

T\u1ed5ng l\u1ee3i \u00edch c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 to\u00e0n b\u1ed9 nh\u1eefng l\u1ee3i \u00edch m\u00e0 kh\u00e1ch h\u00e0ng mong \u0111\u1ee3i \u1edf m\u1ed7i s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 nh\u1ea5t \u0111\u1ecbnh, c\u00f3 th\u1ec3 bao g\u1ed3m l\u1ee3i \u00edch c\u1ed1t l\u00f5i c\u1ee7a s\u1ea3n ph\u1ea9m, l\u1ee3i \u00edch t\u1eeb c\u00e1c d\u1ecbch v\u1ee5 k\u00e8m theo s\u1ea3n ph\u1ea9m, ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 kh\u1ea3 n\u0103ng nh\u00e2n s\u1ef1 c\u1ee7a nh\u00e0 s\u1ea3n xu\u1ea5t, uy t\u00edn v\u00e0 h\u00ecnh \u1ea3nh c\u1ee7a doanh nghi\u1ec7p,\u2026<\/p>\n

\u0110\u1ec3 \u0111\u00e1nh gi\u00e1 \u0111\u00fang s\u1ef1 l\u1ef1a ch\u1ecdn mua s\u1ea3n ph\u1ea9m c\u1ee7a kh\u00e1ch h\u00e0ng, ngo\u00e0i vi\u1ec7c xem x\u00e9t m\u1ee9c \u0111\u1ed9 m\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m c\u00f3 th\u1ec3 th\u1ecfa m\u00e3n nh\u1eefng mong mu\u1ed1n c\u1ee7a ng\u01b0\u1eddi mua, t\u1ee9c l\u00e0 nh\u1eefng l\u1ee3i \u00edch m\u00e0 s\u1ea3n ph\u1ea9m \u0111\u00f3 c\u00f3 th\u1ec3 \u0111em l\u1ea1i cho h\u1ecd, nh\u00e0 s\u1ea3n xu\u1ea5t c\u1ea7n c\u00e2n nh\u1eafc v\u00e0 so s\u00e1nh c\u00e1c chi ph\u00ed m\u00e0 ng\u01b0\u1eddi mua ph\u1ea3i tr\u1ea3 \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m v\u00e0 s\u1ef1 th\u1ecfa m\u00e3n.<\/p>\n

Chi ph\u00ed (Cost)<\/h2>\n

T\u1ed5ng chi ph\u00ed c\u1ee7a kh\u00e1ch h\u00e0ng l\u00e0 to\u00e0n b\u1ed9 c\u00e1c chi ph\u00ed m\u00e0 kh\u00e1ch h\u00e0ng ph\u1ea3i b\u1ecf ra \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m. N\u00f3 bao g\u1ed3m c\u00e1c chi ph\u00ed th\u1eddi gian, s\u1ee9c l\u1ef1c v\u00e0 tinh th\u1ea7n \u0111\u1ec3 t\u00ecm ki\u1ebfm v\u00e0 ch\u1ecdn mua s\u1ea3n ph\u1ea9m. Ng\u01b0\u1eddi mua \u0111\u00e1nh gi\u00e1 c\u00e1c chi ph\u00ed n\u00e0y c\u00f9ng v\u1edbi chi ph\u00ed ti\u1ec1n b\u1ea1c \u0111\u1ec3 c\u00f3 m\u1ed9t \u00fd ni\u1ec7m \u0111\u1ea7y \u0111\u1ee7 v\u1ec1 t\u1ed5ng chi ph\u00ed c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n

\"9<\/a><\/p>\n

Trong giai \u0111o\u1ea1n mua \u2013 b\u00e1n s\u1ea3n ph\u1ea9m, c\u00e1c gi\u1ea3i ph\u00e1p n\u00eau tr\u00ean t\u1ea1o thu\u1eadn l\u1ee3i cho ng\u01b0\u1eddi mua mua \u0111\u01b0\u1ee3c nh\u1eefng g\u00ec h\u1ecd mong mu\u1ed1n v\u00e0 ng\u01b0\u1eddi b\u00e1n b\u00e1n \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh. Nh\u01b0ng trong giai \u0111o\u1ea1n ti\u00eau d\u00f9ng, ng\u01b0\u1eddi b\u00e1n c\u1ea7n ph\u1ea3i bi\u1ebft \u0111\u01b0\u1ee3c li\u1ec7u ng\u01b0\u1eddi mua c\u00f3 h\u00e0i l\u00f2ng hay kh\u00f4ng so v\u1edbi nh\u1eefng g\u00ec m\u00e0 h\u1ecd tr\u00f4ng \u0111\u1ee3i \u1edf s\u1ea3n ph\u1ea9m.<\/p>\n

S\u1ef1 th\u1ecfa m\u00e3n c\u1ee7a kh\u00e1ch h\u00e0ng (Customers\u2019 satisfaction)<\/h2>\n

S\u1ef1 th\u1ecfa m\u00e3n c\u1ee7a kh\u00e1ch h\u00e0ng ch\u00ednh l\u00e0 tr\u1ea1ng th\u00e1i c\u1ea3m nh\u1eadn c\u1ee7a m\u1ed9t ng\u01b0\u1eddi qua vi\u1ec7c ti\u00eau d\u00f9ng s\u1ea3n ph\u1ea9m v\u1ec1 m\u1ee9c \u0111\u1ed9 l\u1ee3i \u00edch m\u00e0 m\u1ed9t s\u1ea3n ph\u1ea9m th\u1ef1c t\u1ebf \u0111em l\u1ea1i so v\u1edbi nh\u1eefng g\u00ec m\u00e0 ng\u01b0\u1eddi \u0111\u00f3 k\u1ef3 v\u1ecdng.<\/p>\n

Nh\u01b0 v\u1eady \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 th\u1ecfa m\u00e3n c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 m\u1ed9t s\u1ea3n ph\u1ea9m, ng\u01b0\u1eddi ta \u0111em so s\u00e1nh k\u1ebft qu\u1ea3 thu \u0111\u01b0\u1ee3c t\u1eeb s\u1ea3n ph\u1ea9m v\u1edbi nh\u1eefng k\u1ef3 v\u1ecdng c\u1ee7a ng\u01b0\u1eddi \u0111\u00f3. C\u00f3 th\u1ec3 x\u1ea3y ra m\u1ed9t trong ba m\u1ee9c \u0111\u1ed9 th\u1ecfa m\u00e3n sau: Kh\u00e1ch h\u00e0ng kh\u00f4ng h\u00e0i l\u00f2ng n\u1ebfu k\u1ebft qu\u1ea3 th\u1ef1c t\u1ebf k\u00e9m h\u01a1n so v\u1edbi nh\u1eefng g\u00ec h\u1ecd k\u1ef3 v\u1ecdng; kh\u00e1ch h\u00e0ng h\u00e0i l\u00f2ng n\u1ebfu k\u1ebft qu\u1ea3 \u0111em l\u1ea1i t\u01b0\u01a1ng x\u1ee9ng v\u1edbi k\u1ef3 v\u1ecdng v\u00e0 kh\u00e1ch h\u00e0ng r\u1ea5t h\u00e0i l\u00f2ng n\u1ebfu k\u1ebft qu\u1ea3 thu \u0111\u01b0\u1ee3c v\u01b0\u1ee3t qu\u00e1 s\u1ef1 mong \u0111\u1ee3i.<\/p>\n

\"9<\/a><\/p>\n

Nh\u1eefng k\u1ef3 v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng th\u01b0\u1eddng \u0111\u01b0\u1ee3c h\u00ecnh th\u00e0nh t\u1eeb kinh nghi\u1ec7m mua h\u00e0ng tr\u01b0\u1edbc \u0111\u00e2y c\u1ee7a h\u1ecd, nh\u1eefng \u00fd ki\u1ebfn c\u1ee7a b\u1ea1n b\u00e8 v\u00e0 \u0111\u1ed3ng nghi\u1ec7p, nh\u1eefng th\u00f4ng tin v\u00e0 h\u1ee9a h\u1eb9n c\u1ee7a ng\u01b0\u1eddi b\u00e1n v\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. B\u1eb1ng c\u00e1c n\u1ed7 l\u1ef1c marketing, ng\u01b0\u1eddi b\u00e1n h\u00e0ng c\u00f3 th\u1ec3 t\u00e1c \u0111\u1ed9ng, th\u1eadm ch\u00ed l\u00e0m thay \u0111\u1ed5i k\u1ef3 v\u1ecdng c\u1ee7a ng\u01b0\u1eddi mua. \u1ede \u0111\u00e2y c\u1ea7n tr\u00e1nh hai xu h\u01b0\u1edbng: m\u1ed9t l\u00e0, ng\u01b0\u1eddi b\u00e1n l\u00e0m cho ng\u01b0\u1eddi mua k\u1ef3 v\u1ecdng qu\u00e1 cao v\u1ec1 s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh trong khi n\u00f3 kh\u00f4ng x\u1ee9ng \u0111\u00e1ng, nh\u01b0 v\u1eady s\u1ebd l\u00e0m ng\u01b0\u1eddi mua th\u1ea5t v\u1ecdng; hai l\u00e0, ng\u01b0\u1eddi b\u00e1n l\u00e0m cho ng\u01b0\u1eddi mua c\u00f3 nh\u1eefng k\u1ef3 v\u1ecdng th\u1ea5p h\u01a1n kh\u1ea3 n\u0103ng c\u1ee7a s\u1ea3n ph\u1ea9m th\u00ec s\u1ebd l\u00e0m h\u00e0i l\u00f2ng ng\u01b0\u1eddi mua nh\u01b0ng kh\u00f4ng thu h\u00fat \u0111\u01b0\u1ee3c nhi\u1ec1u ng\u01b0\u1eddi mua. Trong tr\u01b0\u1eddng h\u1ee3p n\u00e0y, gi\u1ea3i ph\u00e1p marketing h\u1ee3p l\u00fd m\u00e0 c\u00e1c doanh nghi\u1ec7p th\u00e0nh c\u00f4ng th\u01b0\u1eddng \u00e1p d\u1ee5ng l\u00e0 gia t\u0103ng k\u1ef3 v\u1ecdng c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed3ng th\u1eddi v\u1edbi vi\u1ec7c \u0111\u1ea3m b\u1ea3o t\u00ednh n\u0103ng c\u1ee7a s\u1ea3n ph\u1ea9m t\u01b0\u01a1ng x\u1ee9ng v\u1edbi nh\u1eefng k\u1ef3 v\u1ecdng \u0111\u00f3.<\/p>\n

\u0110\u1ed1i v\u1edbi nh\u1eefng doanh nghi\u1ec7p coi kh\u00e1ch h\u00e0ng l\u00e0 trung t\u00e2m th\u00ec s\u1ef1 th\u1ecfa m\u00e3n c\u1ee7a kh\u00e1ch h\u00e0ng v\u1eeba l\u00e0 m\u1ed9t trong nh\u1eefng m\u1ee5c ti\u00eau ngh\u1ec1 nghi\u1ec7p marketing v\u1eeba l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 marketing c\u1ee5c k\u1ef3 quan tr\u1ecdng. H\u00e3ng Honda c\u00f3 ki\u1ec3u xe h\u01a1i Accord \u0111\u01b0\u1ee3c th\u1eeba nh\u1eadn l\u00e0 s\u1ed1 m\u1ed9t v\u1ec1 m\u1ee9c \u0111\u1ed9 th\u1ecfa m\u00e3n kh\u00e1ch h\u00e0ng trong nhi\u1ec1u n\u0103m, v\u00e0 vi\u1ec7c qu\u1ea3ng c\u00e1o v\u1ec1 th\u00e0nh t\u00edch \u0111\u00f3 \u0111\u00e3 gi\u00fap h\u00e3ng b\u00e1n \u0111\u01b0\u1ee3c nhi\u1ec1u xe Accord h\u01a1n. Hay Dell Computer\u2019s c\u0169ng nh\u1edd v\u00e0o vi\u1ec7c qu\u1ea3ng c\u00e1o l\u00e0 c\u00f4ng ty \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 s\u1ed1 1 v\u1ec1 ph\u01b0\u01a1ng di\u1ec7n th\u1ecfa m\u00e3n kh\u00e1ch h\u00e0ng m\u00e0 \u0111\u1ea1t \u0111\u01b0\u1ee3c s\u1ef1 t\u0103ng tr\u01b0\u1edfng cao trong ng\u00e0nh m\u00e1y t\u00ednh c\u00e1 nh\u00e2n.<\/p>\n

Khi m\u1ed9t doanh nghi\u1ec7p l\u1ea5y kh\u00e1ch h\u00e0ng l\u00e0m trung t\u00e2m v\u00e0 c\u1ed1 g\u1eafng t\u1ea1o ra m\u1ee9c \u0111\u1ed9 th\u1ecfa m\u00e3n cao cho kh\u00e1ch h\u00e0ng, n\u00f3 g\u1eb7p m\u1ed9t tr\u1edf ng\u1ea1i l\u00e0 kh\u00f3 c\u00f3 th\u1ec3 t\u0103ng t\u1ed1i \u0111a m\u1ee9c \u0111\u1ed9 th\u1ecfa m\u00e3n c\u1ee7a kh\u00e1ch h\u00e0ng. \u0110i\u1ec1u n\u00e0y \u0111\u01b0\u1ee3c gi\u1ea3i th\u00edch b\u1eb1ng 3 l\u00fd do sau:<\/p>\n

Th\u1ee9 nh\u1ea5t, n\u1ebfu t\u0103ng m\u1ee9c \u0111\u1ed9 th\u1ecfa m\u00e3n c\u1ee7a kh\u00e1ch h\u00e0ng b\u1eb1ng c\u00e1ch gi\u1ea3m gi\u00e1 s\u1ea3n ph\u1ea9m hay t\u0103ng th\u00eam d\u1ecbch v\u1ee5 c\u00f3 th\u1ec3 s\u1ebd l\u00e0m gi\u1ea3m l\u1ee3i nhu\u1eadn c\u1ee7a doanh nghi\u1ec7p<\/p>\n

Th\u1ee9 hai, v\u00ec doanh nghi\u1ec7p c\u00f2n c\u00f3 th\u1ec3 t\u0103ng kh\u1ea3 n\u0103ng sinh l\u1ee3i b\u1eb1ng nhi\u1ec1u c\u00e1ch kh\u00e1c, nh\u01b0 c\u1ea3i ti\u1ebfn s\u1ea3n xu\u1ea5t hay t\u0103ng \u0111\u1ea7u t\u01b0 nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n.<\/p>\n

Th\u1ee9 ba l\u00e0 v\u00ec doanh nghi\u1ec7p c\u00f2n c\u00f3 ngh\u0129a v\u1ee5 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a c\u00e1c nh\u00f3m l\u1ee3i \u00edch kh\u00e1c n\u1eefa, nh\u01b0 c\u00e1c nh\u00e2n vi\u00ean c\u1ee7a doanh nghi\u1ec7p, c\u00e1c \u0111\u1ea1i l\u00fd, nh\u1eefng ng\u01b0\u1eddi cung \u1ee9ng v\u00e0 c\u00e1c c\u1ed5 \u0111\u00f4ng. Vi\u1ec7c t\u0103ng th\u00eam chi ph\u00ed \u0111\u1ec3 t\u0103ng th\u00eam m\u1ee9c \u0111\u1ed9 th\u1ecfa m\u00e3n c\u1ee7a kh\u00e1ch h\u00e0ng s\u1ebd l\u00e0m gi\u1ea3m b\u1edbt kinh ph\u00ed \u0111\u1ec3 t\u0103ng th\u00eam l\u1ee3i \u00edch c\u1ee7a c\u00e1c nh\u00f3m ng\u01b0\u1eddi n\u00e0y, Cu\u1ed1i c\u00f9ng, doanh nghi\u1ec7p ph\u1ea3i h\u00e0nh \u0111\u1ed9ng theo tri\u1ebft l\u00fd l\u00e0 c\u1ed1 g\u1eafng \u0111\u1ea3m b\u1ea3o m\u1ee9c \u0111\u1ed9 th\u1ecfa m\u00e3n cao cho kh\u00e1ch h\u00e0ng tr\u00ean c\u01a1 s\u1edf v\u1eabn ph\u1ea3i \u0111\u1ea3m b\u1ea3o m\u1ed9t m\u1ee9c \u0111\u1ed9 th\u1ecfa m\u00e3n c\u00f3 th\u1ec3 ch\u1ea5p nh\u1eadn \u0111\u01b0\u1ee3c cho c\u00e1c nh\u00f3m l\u1ee3i \u00edch kh\u00e1c trong khu\u00f4n kh\u1ed5 gi\u1edbi h\u1ea1n c\u00e1c ngu\u1ed3n l\u1ef1c.<\/p>\n

Trao \u0111\u1ed5i v\u00e0 giao d\u1ecbch (Exchange and transaction)<\/h2>\n

Ho\u1ea1t \u0111\u1ed9ng marketing di\u1ec5n ra khi ng\u01b0\u1eddi ta quy\u1ebft \u0111\u1ecbnh th\u1ecfa m\u00e3n c\u00e1c mong mu\u1ed1n c\u1ee7a m\u00ecnh th\u00f4ng qua vi\u1ec7c trao \u0111\u1ed5i.<\/p>\n

Trao \u0111\u1ed5i l\u00e0 h\u00e0nh vi thu \u0111\u01b0\u1ee3c m\u1ed9t v\u1eadt mong mu\u1ed1n t\u1eeb ng\u01b0\u1eddi n\u00e0o \u0111\u00f3 b\u1eb1ng s\u1ef1 c\u1ed1ng hi\u1ebfn tr\u1edf l\u1ea1i v\u1eadt g\u00ec \u0111\u00f3. Trao \u0111\u1ed5i l\u00e0 m\u1ed9t trong b\u1ed1n c\u00e1ch \u0111\u1ec3 ng\u01b0\u1eddi ta nh\u1eadn \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m m\u00e0 h\u1ecd mong mu\u1ed1n (t\u1ef1 s\u1ea3n xu\u1ea5t, chi\u1ebfm \u0111o\u1ea1t, c\u1ea7u xin v\u00e0 trao \u0111\u1ed5i). Marketing ra \u0111\u1eddi t\u1eeb c\u00e1ch ti\u1ebfp ch\u1eadn cu\u1ed1i c\u00f9ng n\u00e0y nh\u1eb1m c\u00f3 \u0111\u01b0\u1ee3c c\u00e1c s\u1ea3n ph\u1ea9m.<\/p>\n

\"9<\/a><\/p>\n

Trao \u0111\u1ed5i l\u00e0 kh\u00e1i ni\u1ec7m c\u1ed1t l\u00f5i c\u1ee7a marketing. Tuy v\u1eady, \u0111\u1ec3 m\u1ed9t cu\u1ed9c trao \u0111\u1ed5i t\u1ef1 nguy\u1ec7n c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ti\u1ebfn h\u00e0nh th\u00ec c\u1ea7n ph\u1ea3i th\u1ecfa m\u00e3n 5 \u0111i\u1ec1u ki\u1ec7n sau:<\/p>\n

– C\u00f3 \u00edt nh\u1ea5t hai b\u00ean (\u0111\u1ec3 trao \u0111\u1ed5i)
\n– M\u1ed7i b\u00ean c\u00f3 m\u1ed9t c\u00e1i g\u00ec \u0111\u00f3 c\u00f3 th\u1ec3 c\u00f3 gi\u00e1 tr\u1ecb \u0111\u1ed1i v\u1edbi b\u00ean kia
\n– M\u1ed7i b\u00ean c\u00f3 kh\u1ea3 n\u0103ng truy\u1ec1n th\u00f4ng v\u00e0 ph\u00e2n ph\u1ed1i
\n– M\u1ed7i b\u00ean t\u1ef1 do ch\u1ea5p nh\u1eadn ho\u1eb7c t\u1eeb ch\u1ed1i s\u1ea3n ph\u1ea9m \u0111\u1ec1 ngh\u1ecb c\u1ee7a b\u00ean kia
\n– M\u1ed7i b\u00ean \u0111\u1ec1u tin l\u00e0 c\u1ea7n thi\u1ebft v\u00e0 c\u00f3 l\u1ee3i khi quan h\u1ec7 v\u1edbi b\u00ean kia<\/p>\n

5 \u0111i\u1ec1u ki\u1ec7n n\u00e0y t\u1ea1o th\u00e0nh ti\u1ec1m n\u0103ng cho vi\u1ec7c trao \u0111\u1ed5i. Trao \u0111\u1ed5i c\u00f3 th\u1eadt s\u1ef1 di\u1ec5n ra hay kh\u00f4ng l\u00e0 t\u00f9y thu\u1ed9c v\u00e0o vi\u1ec7c \u0111i \u0111\u1ebfn m\u1ed9t cu\u1ed9c d\u00e0n x\u1ebfp c\u00e1c \u0111i\u1ec1u ki\u1ec7n c\u1ee7a nh\u1eefng b\u00ean tham gia. N\u1ebfu h\u1ecd \u0111\u1ed3ng \u00fd, ch\u00fang ta k\u1ebft lu\u1eadn r\u1eb1ng h\u00e0nh vi trao \u0111\u1ed5i l\u00e0m cho m\u1ecdi ng\u01b0\u1eddi d\u1ec5 ch\u1ecbu (ho\u1eb7c \u00edt ra kh\u00f4ng c\u00f3 g\u00ec t\u1ec7 h\u1ea1i c\u1ea3), v\u00ec r\u1eb1ng m\u1ed7i b\u00ean t\u1ef1 do t\u1eeb ch\u1ed1i hay ch\u1ea5p nh\u1eadn \u0111\u1ec1 ngh\u1ecb c\u1ee7a b\u00ean kia. Theo ngh\u0129a nh\u01b0 v\u1eady trao \u0111\u1ed5i l\u00e0 m\u1ed9t ti\u1ebfn tr\u00ecnh s\u00e1ng t\u1ea1o \u2013 gi\u00e1 tr\u1ecb. Ch\u00ednh s\u1ea3n xu\u1ea5t t\u1ea1o ra gi\u00e1 tr\u1ecb, trao \u0111\u1ed5i c\u0169ng t\u1ea1o ra gi\u00e1 tr\u1ecb b\u1eb1ng c\u00e1ch m\u1edf r\u1ed9ng kh\u1ea3 n\u0103ng ti\u00eau th\u1ee5.<\/p>\n

Trao \u0111\u1ed5i l\u00e0 m\u1ed9t ho\u1ea1t \u0111\u1ed9ng \u0111\u1ea7y ph\u1ee9c t\u1ea1p c\u1ee7a con ng\u01b0\u1eddi, l\u00e0 h\u00e0nh vi ri\u00eang c\u00f3 c\u1ee7a con ng\u01b0\u1eddi, \u0111i\u1ec1u m\u00e0 kh\u00f4ng bao gi\u1edd c\u00f3 \u0111\u01b0\u1ee3c trong th\u1ebf gi\u1edbi lo\u00e0i v\u1eadt. Theo Adma, Smith, \u201ccon ng\u01b0\u1eddi c\u00f3 m\u1ed9t thi\u00ean h\u01b0\u1edbng t\u1ef1 nhi\u00ean trong vi\u1ec7c ho\u00e1n v\u1eadt, giao d\u1ecbch, trao th\u1ee9 n\u00e0y \u0111\u1ec3 l\u1ea5y th\u1ee9 kh\u00e1c\u201d.<\/p>\n

Giao d\u1ecbch<\/h2>\n

N\u1ebfu hai b\u00ean cam k\u1ebft trao \u0111\u1ed5i \u0111\u00e3 \u0111\u00e0m ph\u00e1n v\u00e0 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ed9t th\u1ecfa thu\u1eadn, th\u00ec ta n\u00f3i m\u1ed9t v\u1ee5 giao d\u1ecbch (giao d\u1ecbch kinh doanh) \u0111\u00e3 x\u1ea3y ra. Giao d\u1ecbch ch\u00ednh l\u00e0 \u0111\u01a1n v\u1ecb c\u01a1 b\u1ea3n c\u1ee7a trao \u0111\u1ed5i. M\u1ed9t giao d\u1ecbch kinh doanh l\u00e0 m\u1ed9t v\u1ee5 bu\u00f4n b\u00e1n c\u00e1c gi\u00e1 tr\u1ecb gi\u1eefa hai b\u00ean.<\/p>\n

\"9<\/a><\/p>\n

M\u1ed9t giao d\u1ecbch kinh doanh li\u00ean quan \u0111\u1ebfn \u00edt nh\u1ea5t hai v\u1eadt c\u00f3 gi\u00e1 tr\u1ecb, nh\u1eefng \u0111i\u1ec1iu ki\u1ec7n \u0111\u01b0\u1ee3c th\u1ecfa thu\u1eadn, m\u1ed9t th\u1eddi \u0111i\u1ec3m th\u00edch h\u1ee3p, m\u1ed9t n\u01a1i ch\u1ed1n ph\u00f9 h\u1ee3p. Th\u01b0\u1eddng c\u00f3 m\u1ed9t h\u1ec7 th\u1ed1ng ph\u00e1p l\u00fd ph\u00e1t sinh \u0111\u1ec3 h\u1ed7 tr\u1ee3 v\u00e0 r\u00e0ng bu\u1ed9c c\u00e1c b\u00ean giao d\u1ecbch ph\u1ea3i l\u00e0m \u0111\u00fang theo cam k\u1ebft.<\/p>\n

S\u1ef1 giao d\u1ecbch kh\u00e1c v\u1edbi s\u1ef1 chuy\u1ec3n giao (transfer). Trong m\u1ed9t v\u1ee5 chuy\u1ec3n giao, A \u0111\u01b0a X cho B nh\u01b0ng kh\u00f4ng nh\u1eadn l\u1ea1i \u0111i\u1ec1u g\u00ec r\u00f5 r\u1ec7t. Khi A cho B m\u1ed9t m\u00f3n qu\u00e0, m\u1ed9t s\u1ef1 tr\u1ee3 gi\u00fap hay m\u1ed9t s\u1ef1 ph\u00e2n ph\u1ed1i t\u1eeb thi\u1ec7n th\u00ec ta g\u1ecdi \u0111\u00f3 l\u00e0 s\u1ef1 chuy\u1ec3n giao ch\u1ee9 kh\u00f4ng ph\u1ea3i l\u00e0 giao d\u1ecbch kinh doanh.<\/p>\n

\u0110\u1ed1i t\u01b0\u1ee3ng nghi\u00ean c\u1ee9u c\u1ee7a marketing ch\u1ec9 gi\u1edbi h\u1ea1n ch\u1ee7 y\u1ebfu trong kh\u00e1i ni\u1ec7m trao \u0111\u1ed5i ch\u1ee9 kh\u00f4ng ph\u1ea3i chuy\u1ec3n giao. Tuy nhi\u00ean, h\u00e0nh vi chuy\u1ec3n giao c\u0169ng c\u00f3 th\u1ec3 hi\u1ec3u qua quan \u0111i\u1ec3m trao \u0111\u1ed5i. Ng\u01b0\u1eddi chuy\u1ec3n giao \u0111\u01b0a ra m\u1ed9t s\u1ea3n ph\u1ea9m v\u1edbi hy v\u1ecdng c\u00f3 \u0111\u01b0\u1ee3c m\u1ed9t s\u1ed1 \u0111i\u1ec1u l\u1ee3i n\u00e0o \u0111\u00f3, nh\u01b0 thi\u1ec7n c\u1ea3m, gi\u1ea3m b\u1edbt c\u1ea3m x\u00fac t\u1ed9i l\u1ed7i ho\u1eb7c th\u1ea5y \u0111\u01b0\u1ee3c m\u1ed9t h\u00e0nh vi t\u1ed1t \u0111\u1eb9p t\u1eeb ng\u01b0\u1eddi nh\u1eadn chuy\u1ec3n giao.<\/p>\n

Theo ngh\u0129a r\u1ed9ng, ng\u01b0\u1eddi l\u00e0m marketing t\u00ecm c\u00e1ch l\u00e0m ph\u00e1t sinh s\u1ef1 \u0111\u00e1p \u1ee9ng tr\u01b0\u1edbc m\u1ed9t s\u1ed1 c\u1ed1ng hi\u1ebfn v\u00e0 s\u1ef1 \u0111\u00e1p \u1ee9ng \u1ea5y kh\u00f4ng ch\u1ec9 l\u00e0 mua hay b\u00e1n theo ngh\u0129a h\u1eb9p. Marketing bao g\u1ed3m nh\u1eefng ho\u1ea1t \u0111\u1ed9ng \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n nh\u1eb1m g\u1ee3i m\u1edf m\u1ed9t \u0111\u00e1p \u1ee9ng c\u1ea7n thi\u1ebft c\u1ee7a ph\u00eda \u0111\u1ed1i t\u01b0\u1ee3ng tr\u01b0\u1edbc m\u1ed9t s\u1ed1 v\u1eadt th\u1ec3. Trong ch\u01b0\u01a1ng tr\u00ecnh n\u00e0y ch\u00fang ta gi\u1edbi h\u1ea1n kh\u00e1i ni\u1ec7m marketing l\u00e0 g\u00ec cho c\u00e1c ho\u1ea1t \u0111\u1ed9ng giao d\u1ecbch kinh doanh m\u00e0 kh\u00f4ng \u0111\u1ec1 c\u1eadp \u0111\u1ebfn trao \u0111\u1ed5i v\u1edbi ngh\u0129a r\u1ed9ng h\u01a1n, nh\u01b0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng chuy\u1ec3n giao l\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng c\u1ee7a marketing phi kinh doanh.<\/p>\n

Th\u1ecb tr\u01b0\u1eddng (Market)<\/strong><\/em><\/p>\n

Quan ni\u1ec7m v\u1ec1 trao \u0111\u1ed5i t\u1ea5t y\u1ebfu d\u1eabn \u0111\u1ebfn quan ni\u1ec7m v\u1ec1 th\u1ecb tr\u01b0\u1eddng. Th\u1ecb tr\u01b0\u1eddng l\u00e0 t\u1eadp h\u1ee3p nh\u1eefng ng\u01b0\u1eddi mua hi\u1ec7n th\u1ef1c hay ti\u1ec1m n\u0103ng \u0111\u1ed1i v\u1edbi m\u1ed9t s\u1ea3n ph\u1ea9m.<\/p>\n

Quy m\u00f4 c\u1ee7a th\u1ecb tr\u01b0\u1eddng ph\u1ee5 thu\u1ed9c v\u00e0o s\u1ed1 c\u00e1c c\u00e1 nh\u00e2n c\u00f3 nhu c\u1ea7u v\u00e0 c\u00f3 nh\u1eefng s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c ng\u01b0\u1eddi kh\u00e1c quan t\u00e2m \u0111\u1ebfn v\u00e0 s\u1eb5n l\u00f2ng \u0111em \u0111\u1ed5i nh\u1eefng s\u1ea3n ph\u1ea9m n\u00e0y \u0111\u1ec3 l\u1ea5y c\u00e1i m\u00e0 h\u1ecd mong mu\u1ed1n.<\/p>\n

M\u1ed9t th\u1ecb tr\u01b0\u1eddng c\u00f3 th\u1ec3 h\u00ecnh th\u00e0nh xung quanh m\u1ed9t s\u1ea3n ph\u1ea9m, m\u1ed9t d\u1ecbch v\u1ee5 ho\u1eb7c b\u1ea5t k\u1ef3 c\u00e1i g\u00ec kh\u00e1c c\u00f3 gi\u00e1 tr\u1ecb. Ch\u1eb3ng h\u1ea1n, th\u1ecb tr\u01b0\u1eddng lao \u0111\u1ed9ng bao g\u1ed3m nh\u1eefng ng\u01b0\u1eddi mu\u1ed1n c\u1ed1ng hi\u1ebfn s\u1ef1 l\u00e0m vi\u1ec7c c\u1ee7a h\u1ecd \u0111\u1ec3 \u0111\u1ed5i l\u1ea5y l\u01b0\u1ee3ng ti\u1ec1n hay s\u1ea3n ph\u1ea9m. Th\u1ecb tr\u01b0\u1eddng ti\u1ec1n t\u1ec7 xu\u1ea5t hi\u1ec7n \u0111\u1ec3 th\u1ecfa m\u00e3n nh\u1eefng nhu c\u1ea7u c\u1ee7a con ng\u01b0\u1eddi sao cho h\u1ecd c\u00f3 th\u1ec3 vay m\u01b0\u1ee3n, \u0111\u1ec3 d\u00e0nh v\u00e0 b\u1ea3o qu\u1ea3n \u0111\u01b0\u1ee3c ti\u1ec1n b\u1ea1c\u2026<\/p>\n

Tr\u00ean \u0111\u00e2y l\u00e0 9 \u0111\u1ecbnh ngh\u0129a c\u01a1 b\u1ea3n nh\u1ea5t trong l\u0129nh v\u1ef1c Marketing m\u00e0 b\u1ea1n c\u1ea7n ph\u1ea3i bi\u1ebft. Mong r\u1eb1ng nh\u1eefng th\u00f4ng tin n\u00e0y s\u1ebd h\u1eefu \u00edch cho b\u1ea1n \u0111\u1ecdc.<\/p>\n

Ngu\u1ed3n b\u00e0i tham kh\u1ea3o: marketingai.admicro.vn<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

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