{"id":4202,"date":"2016-04-20T09:20:52","date_gmt":"2016-04-20T02:20:52","guid":{"rendered":"http:\/\/news.appota.com\/?p=4202"},"modified":"2021-04-13T17:21:48","modified_gmt":"2021-04-13T10:21:48","slug":"marketing-la-gi-dinh-nghia-marketing-cua-philip-kotler","status":"publish","type":"post","link":"https:\/\/news.appota.com\/vi\/marketing-la-gi-dinh-nghia-marketing-cua-philip-kotler\/","title":{"rendered":"Marketing l\u00e0 g\u00ec? \u0110\u1ecbnh ngh\u0129a marketing c\u1ee7a Philip Kotler"},"content":{"rendered":"

Th\u1ef1c t\u1ebf, c\u00f3 nhi\u1ec1u \u0111\u1ecbnh ngh\u0129a marketing l\u00e0 g\u00ec?\u00a0Thu\u1eadt ng\u1eef Marketing ra \u0111\u1eddi l\u1ea7n \u0111\u1ea7u ti\u00ean \u1edf M\u1ef9 v\u00e0o nh\u1eefng n\u0103m \u0111\u1ea7u th\u1ebf k\u1ef7 XX. N\u00f3 \u0111\u01b0\u1ee3c truy\u1ec1n b\u00e1 sang ch\u00e2u \u00c2u, ch\u00e2u \u00c1, r\u1ed3i t\u1edbi n\u01b0\u1edbc ta v\u00e0o nh\u1eefng n\u0103m 1980. Marketing c\u00f3 ngu\u1ed3n g\u1ed1c t\u1eeb ch\u1eef \u201cmarket\u201d c\u00f3 ngh\u0129a ti\u1ebfng Anh l\u00e0 c\u00e1i ch\u1ee3, th\u1ecb tr\u01b0\u1eddng. \u0110u\u00f4i \u201cing\u201d mang ngh\u0129a ti\u1ebfp c\u1eadn, v\u00ec v\u1eady marketing th\u01b0\u1eddng b\u1ecb hi\u1ec3u nh\u1ea7m l\u00e0 ti\u1ebfp th\u1ecb.<\/strong><\/p>\n

<\/p>\n

\u0110\u1ecbnh ngh\u0129a marketing l\u00e0 g\u00ec?<\/h2>\n

\u0110\u1ecbnh ngh\u0129a\u00a0 t\u1ed5ng qu\u00e1t v\u1ec1 marketing c\u1ee7a Philip Kotler:<\/h3>\n

Marketing<\/strong>\u00a0 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.<\/p><\/blockquote>\n

Nguy\u00ean b\u1ea3n \u0111\u1ecbnh ngh\u0129a marketing ti\u1ebfng anh:<\/strong><\/p>\n

\u00a0\u201cThe science and art of exploring, creating, and delivering value to satisfy the needs of a target market at a profit\u201d<\/p><\/blockquote>\n

\"marketing-la-gi\"<\/a>
Marketing l\u00e0 g\u00ec?<\/figcaption><\/figure>\n

\u0110\u1ecbnh ngh\u0129a n\u00e0y bao tr\u00f9m c\u1ea3 marketing trong s\u1ea3n xu\u1ea5t v\u00e0 marketing x\u00e3 h\u1ed9i. \u0110\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 \u0111\u1ecbnh ngh\u0129a tr\u00ean, ch\u00fang ta nghi\u00ean c\u1ee9u m\u1ed9t s\u1ed1 kh\u00e1i ni\u1ec7m:<\/em><\/p>\n

Nhu c\u1ea7u (Needs):<\/strong> l\u00e0 m\u1ed9t c\u1ea3m gi\u00e1c v\u1ec1 s\u1ef1 thi\u1ebfu h\u1ee5t m\u1ed9t c\u00e1i g\u00ec \u0111\u00f3 m\u00e0 con ng\u01b0\u1eddi c\u1ea3m nh\u1eadn \u0111\u01b0\u1ee3c. V\u00ed d\u1ee5: nhu c\u1ea7u \u0103n, u\u1ed1ng, \u0111i l\u1ea1i, h\u1ecdc h\u00e0nh, gi\u1ea3i tr\u00ed… Nhu c\u1ea7u n\u00e0y kh\u00f4ng ph\u1ea3i do x\u00e3 h\u1ed9i hay ng\u01b0\u1eddi l\u00e0m\u00a0 marketing\u00a0 t\u1ea1o ra, Ch\u00fang t\u1ed3n t\u1ea1i nh\u01b0 m\u1ed9t b\u1ed9 ph\u1eadn c\u1ea5u th\u00e0nh c\u1ee7a con ng\u01b0\u1eddi.<\/p>\n

Mong mu\u1ed1n (Wants)<\/strong> l\u00e0 s\u1ef1 ao \u01b0\u1edbc c\u00f3 \u0111\u01b0\u1ee3c nh\u1eefng th\u1ee9 c\u1ee5 th\u1ec3 \u0111\u1ec3 tho\u1ea3 m\u00e3n nh\u1eefng nhu c\u1ea7u s\u00e2u xa. Mong mu\u1ed1n c\u1ee7a con ng\u01b0\u1eddi kh\u00f4ng ng\u1eebng ph\u00e1t tri\u1ec3n v\u00e0 \u0111\u01b0\u1ee3c \u0111\u1ecbnh h\u00ecnh b\u1edfi c\u00e1c \u0111i\u1ec1u ki\u1ec7n kinh t\u1ebf, ch\u00ednh tr\u1ecb, x\u00e3 h\u1ed9i… nh\u01b0 tr\u01b0\u1eddng h\u1ecdc; nh\u00e0 th\u1edd, ch\u00f9a chi\u1ec1n;\u00a0 gia \u0111\u00ecnh, t\u1eadp th\u1ec3 v\u00e0 c\u00e1c doanh nghi\u1ec7p kinh doanh. Mong mu\u1ed1n \u0111a d\u1ea1ng h\u01a1n nhu c\u1ea7u r\u1ea5t nhi\u1ec1u. M\u1ed9t nhu c\u1ea7u c\u00f3 th\u1ec3 c\u00f3 nhi\u1ec1u mong mu\u1ed1n. C\u00e1c doanh nghi\u1ec7p th\u00f4ng qua ho\u1ea1t \u0111\u1ed9ng\u00a0 marketing c\u00f3 th\u1ec3 \u0111\u00e1p \u1ee9ng c\u00e1c mong mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ec3 th\u1ef1c hi\u1ec7n m\u1ee5c ti\u00eau c\u1ee7a m\u00ecnh.<\/p>\n

Trao \u0111\u1ed5i l\u00e0 h\u00e0nh vi nh\u1eadn t\u1eeb m\u1ed9t ng\u01b0\u1eddi ho\u1eb7c m\u1ed9t t\u1ed5 ch\u1ee9c n\u00e0o \u0111\u00f3 th\u1ee9 m\u00e0 m\u00ecnh mu\u1ed1n v\u00e0 \u0111\u01b0a l\u1ea1i cho ng\u01b0\u1eddi ho\u1eb7c t\u1ed5 ch\u1ee9c m\u1ed9t th\u1ee9 g\u00ec \u0111\u00f3.<\/p>\n

Trao \u0111\u1ed5i l\u00e0 qu\u00e1 tr\u00ecnh, ch\u1ec9 x\u1ea3y ra khi c\u00f3 c\u00e1c \u0111i\u1ec1u ki\u1ec7n:<\/em><\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u00cdt nh\u1ea5t ph\u1ea3i c\u00f3 hai b\u00ean, m\u1ed7i b\u00ean ph\u1ea3i c\u00f3 m\u1ed9t th\u1ee9 g\u00ec \u0111\u00f3 c\u00f3 th\u1ec3 c\u00f3 gi\u00e1 tr\u1ecb v\u1edbi b\u00ean kia<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 M\u1ed7i b\u00ean \u0111\u1ec1u c\u00f3 kh\u1ea3 n\u0103ng giao d\u1ecbch v\u00e0 chuy\u1ec3n giao h\u00e0ng ho\u00e1, d\u1ecbch v\u1ee5 ho\u1eb7c m\u1ed9t th\u1ee9 g\u00ec \u0111\u00f3 c\u1ee7a m\u00ecnh<\/p>\n

–\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 M\u1ed7i b\u00ean \u0111\u1ec1u mong mu\u1ed1n trao \u0111\u1ed5i v\u00e0 c\u00f3 quy\u1ec1n t\u1ef1 do ch\u1ea5p nh\u1eadn hay kh\u01b0\u1edbc t\u1eeb \u0111\u1ec1 ngh\u1ecb c\u1ee7a b\u00ean kia, hai b\u00ean tho\u1ea3 thu\u1eadn \u0111\u01b0\u1ee3c nh\u1eefng \u0111i\u1ec1u ki\u1ec7n trao \u0111\u1ed5i.<\/p>\n

\u00a0\u00a0\u00a0\u00a0 \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 “Marketing l\u00e0 qu\u00e1 tr\u00ecnh x\u00e1c \u0111\u1ecbnh tham gia v\u00e0 s\u00e1ng t\u1ea1o ra nhu c\u1ea7u mong mu\u1ed1n ti\u00eau th\u1ee5 s\u1ea3n ph\u1ea9m v\u00e0 t\u1ed5 ch\u1ee9c t\u1ea5t c\u1ea3 ngu\u1ed3n l\u1ef1c c\u1ee7a c\u00f4ng ty nh\u1eb1m l\u00e0m h\u00e0i l\u00f2ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c l\u1ee3i nhu\u1eadn hi\u1ec7u qu\u1ea3 cho c\u1ea3 c\u00f4ng ty v\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng” (G. F. Goodrich ).<\/p>\n

N\u00f3i chung c\u00f3 r\u1ea5t nhi\u1ec1u quan ni\u1ec7m v\u1ec1 Marketing tuy nhi\u00ean ch\u00fang ta c\u00f3 th\u1ec3 chia l\u00e0m hai quan ni\u1ec7m \u0111\u1ea1i di\u1ec7n, \u0111\u00f3 l\u00e0 quan ni\u1ec7m truy\u1ec1n th\u1ed1ng v\u00e0 quan ni\u1ec7m hi\u1ec7n \u0111\u1ea1i.<\/p>\n

Marketing truy\u1ec1n th\u1ed1ng<\/strong><\/p>\n

\u0110\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 ch\u1ec9 c\u00e1c k\u1ef9 n\u0103ng Marketing \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng trong th\u1eddi k\u1ef3 \u0111\u1ea7u.<\/p>\n

\u0110\u1eb7c tr\u01b0ng c\u1ee7a th\u1ecb tr\u01b0\u1eddng trong th\u1eddi k\u1ef3 n\u00e0y:<\/p>\n

– S\u1ea3n xu\u1ea5t ch\u01b0a ph\u00e1t tri\u1ec3n, ph\u1ea1m vi th\u1ecb tr\u01b0\u1eddng, s\u1ed1 l\u01b0\u1ee3ng nh\u00e0 cung c\u1ea5p c\u00f2n h\u1ea1n ch\u1ebf, th\u1ecb tr\u01b0\u1eddng do ng\u01b0\u1eddi b\u00e1n ki\u1ec3m so\u00e1t;<\/p>\n

– Ph\u1ea1m vi ho\u1ea1t \u0111\u1ed9ng c\u1ee7a Marketing ch\u1ec9 b\u00f3 h\u1eb9p trong l\u0129nh v\u1ef1c th\u01b0\u01a1ng m\u1ea1i nh\u1eb1m t\u00ecm ki\u1ebfm th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 ti\u00eau th\u1ee5 nh\u1eefng h\u00e0ng ho\u00e1 ho\u1eb7c d\u1ecbch v\u1ee5 s\u1eb5n c\u00f3;<\/p>\n

– Tri\u1ebft l\u00fd b\u00e1n h\u00e0ng: b\u00e1n c\u00e1i m\u00e0 nh\u00e0 xu\u1ea5t c\u00f3 nh\u1eb1m m\u1ee5c ti\u00eau thu l\u1ee3i nhu\u1eadn t\u1ed1i \u0111a cho ng\u01b0\u1eddi b\u00e1n.<\/p>\n

Marketing hi\u1ec7n \u0111\u1ea1i<\/strong><\/p>\n

\u0110\u1eb7c tr\u01b0ng c\u1ee7a th\u1ecb tr\u01b0\u1eddng sau \u0111\u1ea1i chi\u1ebfn th\u1ebf gi\u1edbi th\u1ee9 2:<\/p>\n

– Kinh t\u1ebf t\u0103ng tr\u01b0\u1edfng v\u1edbi t\u1ed1c \u0111\u1ed9 cao<\/p>\n

– Ti\u1ebfn b\u1ed9 KH-CN di\u1ec5n ra nhanh ch\u00f3ng<\/p>\n

– C\u1ea1nh tranh di\u1ec5n ra gay g\u1eaft<\/p>\n

– Gi\u00e1 c\u1ea3 h\u00e0ng ho\u00e1 bi\u1ebfn \u0111\u1ed9ng m\u1ea1nh<\/p>\n

– Kh\u1ee7ng ho\u1ea3ng th\u1eeba li\u00ean ti\u1ebfp x\u1ea3y ra<\/p>\n

– R\u1ee7i ro trong kinh doanh nhi\u1ec1u<\/p>\n

– Vai tr\u00f2 c\u1ee7a ng\u01b0\u1eddi mua tr\u1edf n\u00ean quan tr\u1ecdng h\u01a1n (h\u1ec7 qu\u1ea3).<\/p>\n

Marketing l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh qu\u1ea3n l\u00fd mang t\u00ednh x\u00e3 h\u1ed9i, nh\u1edd \u0111\u00f3 m\u00e0 c\u00e1c c\u00e1 nh\u00e2n v\u00e0 t\u1eadp th\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c nh\u1eefng g\u00ec h\u1ecd c\u1ea7n v\u00e0 mong mu\u1ed1n th\u00f4ng qua vi\u1ec7c t\u1ea1o ra, ch\u00e0o b\u00e1n v\u00e0 trao \u0111\u1ed5i nh\u1eefng s\u1ea3n ph\u1ea9m c\u00f3 gi\u00e1 tr\u1ecb v\u1edbi nh\u1eefng ng\u01b0\u1eddi kh\u00e1c.<\/p>\n

Kh\u00e1i ni\u1ec7m marketing n\u00ean \u0111\u01b0\u1ee3c bi\u1ec3u hi\u1ec7n r\u00f5 s\u1ef1 ch\u1ec9 d\u1eabn h\u01b0\u1edbng \u0111\u1ebfn con \u0111\u01b0\u1eddng l\u1eadp k\u1ebf ho\u1ea1ch, gi\u00fap doanh nghi\u1ec7p\u00a0 ph\u00e2n t\u00edch, c\u1ef1c \u0111\u1ea1i ho\u00e1 l\u1ee3i nhu\u1eadn v\u00e0 l\u00e0m tho\u1ea3 m\u00e3n nhu c\u1ea7u ti\u00eau th\u1ee5 s\u1ea3n ph\u1ea9m. Doanh nghi\u1ec7p c\u0169ng c\u1ea7n quan t\u00e2m \u0111\u1ebfn nh\u1eefng \u0111i\u1ec3m m\u1ea1nh v\u00e0 nh\u1eefng \u0111i\u1ec3m y\u1ebfu c\u1ee7a n\u00f3 trong c\u00e1c l\u0129nh v\u1ef1c\u00a0 ch\u1ee9c n\u0103ng ho\u1ea1t \u0111\u1ed9ng kh\u00e1c nh\u01b0:s\u1ea3n xu\u1ea5t, t\u00e0i\u00a0 ch\u00ednh, k\u1ef9 thu\u1eadt v\u00e0 nh\u00e2n s\u1ef1. C\u00e1c k\u1ebf ho\u1ea1ch marketing c\u1ea7n ph\u1ea3i t\u1ea1o c\u00e2n b\u1eb1ng c\u00e1c m\u1ee5c ti\u00eau, nhu c\u1ea7u ti\u00eau th\u1ee5 v\u00e0 kh\u1ea3 n\u0103ng ngu\u1ed3n l\u1ef1c c\u1ee7a\u00a0 doanh nghi\u1ec7p<\/p>\n

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Qu\u00e1 tr\u00ecnh ph\u00e1t tri\u1ec3n c\u1ee7a marketing<\/h2>\n
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C\u00e1c th\u1eddi k\u1ef3 ph\u00e1t tri\u1ec3n c\u1ee7a\u00a0 marketing<\/em><\/strong><\/p>\n

Ngu\u1ed3n g\u1ed1c c\u1ee7a Marketing\u00a0 \u0111\u01b0\u1ee3c l\u1ea7n theo vi\u1ec7c s\u1eed d\u1ee5ng ngay t\u1eeb ban \u0111\u1ea7u c\u1ee7a con ng\u01b0\u1eddi \u0111\u1ed1i v\u1edbi qu\u00e1 tr\u00ecnh trao \u0111\u1ed5i h\u00e0ng ho\u00e1.<\/p><\/div>\n

– N\u0103m 1650, l\u1ea7n \u0111\u1ea7u ti\u00ean tr\u00ean th\u1ebf gi\u1edbi, \u00f4ng Mitsui-m\u1ed9t th\u01b0\u01a1ng gia \u1edf Tokyo (Nh\u1eadt B\u1ea3n) \u0111\u00e3 c\u00f3 nh\u1eefng s\u00e1ng ki\u1ebfn li\u00ean quan \u0111\u1ebfn ho\u1ea1t \u0111\u1ed9ng c\u1ee7a marketing nh\u01b0 sau: \u00d4ng \u0111\u00e3 thi\u1ebft k\u1ebf v\u00e0 s\u1ea3n xu\u1ea5t ra nh\u1eefng m\u1eb7t h\u00e0ng b\u1ec1n, \u0111\u1eb9p cho kh\u00e1ch h\u00e0ng. \u00d4ng \u0111\u00e3 \u0111\u1ec1 ra nh\u1eefng nguy\u00ean t\u1eafc l\u00e0m vui l\u00f2ng kh\u00e1ch h\u00e0ng, kh\u00f4ng \u0111\u1ec3 h\u1ecd th\u1eafc m\u1eafc, h\u1ecd c\u00f3 quy\u1ec1n l\u1ef1a ch\u1ecdn khi mua h\u00e0ng, khi \u0111\u00e3 giao ti\u1ec1n l\u1ea5y h\u00e0ng r\u1ed3i m\u00e0 v\u1eabn kh\u00f4ng th\u00edch th\u00ec \u0111\u01b0\u1ee3c tr\u1ea3 l\u1ea1i h\u00e0ng. \u00d4ng th\u01b0\u1eddng xuy\u00ean theo d\u00f5i v\u00e0 ghi ch\u00e9p c\u1ea9n th\u1eadn \u0111\u1ec3 bi\u1ebft m\u1eb7t h\u00e0ng n\u00e0o b\u00e1n nhanh v\u00e0 h\u00e0ng n\u00e0o \u1ee9 \u0111\u1ecdng, t\u1eeb \u0111\u00f3 \u00f4ng \u0111\u1ed5i m\u1edbi h\u00e0ng ho\u00e1 \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u ng\u01b0\u1eddi mua.<\/div>\n
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– Cyrus H.M.C Lormick (1809 – 1884) l\u00e0 ng\u01b0\u1eddi \u0111\u1ea7u ti\u00ean \u1edf ph\u01b0\u01a1ng T\u00e2y nghi\u00ean c\u1ee9u marketing r\u1ea5t k\u1ef9 l\u01b0\u1ee1ng. \u00d4ng cho r\u1eb1ng marketing l\u00e0 m\u1ed9t ch\u1ee9c n\u0103ng t\u1eadp trung v\u00e0 th\u1ed1ng nh\u1ea5t c\u1ee7a c\u00e1c c\u00f4ng ty th\u01b0\u01a1ng m\u1ea1i l\u00e0 m\u1ed9t c\u00f4ng vi\u1ec7c \u0111\u1eb7c bi\u1ec7t c\u1ee7a qu\u1ea3n l\u00fd nh\u1eb1m t\u00ecm ra v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng. \u00d4ng \u0111\u00e3 s\u00e1ng t\u1ea1o ra nh\u1eefng c\u00f4ng c\u1ee5 c\u01a1 b\u1ea3n c\u1ee7a marketing hi\u1ec7n \u0111\u1ea1i nh\u01b0: nghi\u00ean c\u1ee9u v\u00e0 ph\u00e2n bi\u1ec7t th\u1ecb tr\u01b0\u1eddng, n\u1ed9i dung v\u00e0 c\u01a1 c\u1ea5u c\u1ee7a th\u1ecb tr\u01b0\u1eddng, ch\u00ednh s\u00e1ch gi\u00e1 c\u1ea3, ch\u00ednh s\u00e1ch b\u00e1n h\u00e0ng, x\u00fac ti\u1ebfn b\u00e1n h\u00e0ng, t\u00edn d\u1ee5ng,…<\/div>\n
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– N\u0103m 1905, W.E.Krensi \u0111\u00e3 d\u1ea1y m\u1ed9t kho\u00e1 marketing c\u00e1c s\u1ea3n ph\u1ea9m \u1edf tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc T\u1ed5ng h\u1ee3p Pennsylvania (M\u1ef9).<\/div>\n
– N\u0103m 1910, Ralph Star Butler \u0111\u00e3 d\u1ea1y m\u1ed9t kho\u00e1 ” Ph\u01b0\u01a1ng ph\u00e1p Marketing” \u1edf tr\u01b0\u1eddng \u0111\u1ea1i h\u1ecdc t\u1ed5ng h\u1ee3p Wisconsin (M\u1ef9).<\/div>\n
– N\u0103m 1916, C\u00f4ng ty cao su M\u1ef9 \u0111\u00e3 th\u00e0nh l\u1eadp ph\u00f2ng nghi\u00ean c\u1ee9u Marketing. Nhi\u1ec7m v\u1ee5 c\u1ee7a ph\u00f2ng n\u00e0y l\u00e0 cung c\u1ea5p th\u00f4ng tin \u0111\u1ec3 ph\u00f2ng giao d\u1ecbch b\u00e1n h\u00e0ng \u0111\u01b0\u1ee3c d\u1ec5 d\u00e0ng. Sau \u0111\u00f3 ph\u00f2ng Marketing \u0111\u01b0\u1ee3c giao th\u00eam nhi\u1ec1u nhi\u1ec7m v\u1ee5 nh\u01b0: X\u00fac ti\u1ebfn b\u00e1n h\u00e0ng, qu\u1ea3ng c\u00e1o, x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c ti\u00eau th\u1ee5 s\u1ea3n ph\u1ea9m, ch\u00ednh s\u00e1ch gi\u00e1 c\u1ea3, nghi\u00ean c\u1ee9u nhu c\u1ea7u kh\u00e1ch h\u00e0ng, bao b\u00ec…<\/div>\n
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– Marketing \u0111\u00fang theo \u00fd ngh\u0129a c\u1ee7a n\u00f3 xu\u1ea5t hi\u1ec7n t\u1eeb nh\u1eefng n\u0103m \u0111\u1ea7u c\u1ee7a th\u1ebf k\u1ef7 20 \u1edf M\u1ef9, ph\u00e1t tri\u1ec3n t\u1eeb cu\u1ed9c kh\u1ee7ng ho\u1ea3ng kinh t\u1ebf th\u1ebf gi\u1edbi 1929 – 1932, \u0111\u1eb7c bi\u1ec7t sau chi\u1ebfn tranh th\u1ebf gi\u1edbi th\u1ee9 hai.<\/div>\n
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Trong nh\u1eefng n\u0103m 30 v\u00e0 40 c\u1ee7a th\u1ebf k\u1ef7 20, marketing v\u00e0 nh\u1eefng v\u1ea5n \u0111\u1ec1 c\u1ee7a n\u00f3 \u0111\u00e3 xu\u1ea5t hi\u1ec7n \u1edf ch\u00e2u \u00c2u. Nhi\u1ec1u c\u01a1 s\u1edf marketing \u0111\u01b0\u1ee3c h\u00ecnh th\u00e0nh \u1edf Anh, \u0110\u1ee9c v\u00e0 nhi\u1ec1u n\u01b0\u1edbc kh\u00e1c. M\u1ee5c \u0111\u00edch ch\u00ednh c\u1ee7a Marketing trong giai \u0111o\u1ea1n n\u00e0y l\u00e0 ho\u00e0n thi\u1ec7n nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p, k\u1ef9 thu\u1eadt l\u01b0u th\u00f4ng h\u00e0ng ho\u00e1. Ch\u00ednh v\u00ec v\u1eady m\u00e0 c\u00f3 m\u1ed9t th\u1eddi th\u01b0\u01a1ng m\u1ea1i v\u00e0 marketing \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng nh\u01b0 nh\u1eefng t\u1eeb \u0111\u1ed3ng ngh\u0129a.<\/div>\n
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S\u1ef1 ph\u1ee9c t\u1ea1p c\u1ee7a s\u1ea3n xu\u1ea5t ti\u00eau th\u1ee5 s\u1ea3n ph\u1ea9m trong nh\u1eefng n\u0103m 50 v\u00e0 60, c\u0169ng nh\u01b0 s\u1ef1 c\u1ea1nh tranh gay g\u1eaft c\u1ee7a th\u1ecb tr\u01b0\u1eddng t\u01b0 b\u1ea3n ch\u1ee7 ngh\u0129a c\u00e0ng l\u00e0m t\u0103ng vai tr\u00f2, \u00fd ngh\u0129a c\u1ee7a marketing trong qu\u1ea3n tr\u1ecb kinh doanh. H\u00e0ng lo\u1ea1t vi\u1ec7n khoa h\u1ecdc, c\u01a1 s\u1edf marketing, v\u0103n ph\u00f2ng t\u01b0 v\u1ea5n \u0111\u01b0\u1ee3c th\u00e0nh l\u1eadp trong c\u00e1c c\u00f4ng ty.<\/div>\n
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V\u00e0o nh\u1eefng n\u0103m 70, trong \u0111i\u1ec1u ki\u1ec7n c\u1ea1nh tranh ng\u00e0y c\u00e0ng gay g\u1eaft, nhi\u1ec7m v\u1ee5 c\u1ee7a marketing ng\u00e0y c\u00e0ng ph\u1ee9c t\u1ea1p, l\u0129nh v\u1ef1c \u00e1p d\u1ee5ng marketing ng\u00e0y \u0111\u01b0\u1ee3c m\u1edf r\u1ed9ng. N\u00f3 kh\u00f4ng ch\u1ec9 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong c\u00e1c x\u00ed nghi\u1ec7p, c\u00f4ng ty, m\u00e0 c\u00f2n \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong qu\u1ea3n l\u00fd to\u00e0n b\u1ed9 x\u00e3 h\u1ed9i t\u01b0 b\u1ea3n. Nhi\u1ec7m v\u1ee5 ch\u1ee7 y\u1ebfu c\u1ee7a marketing trong giai \u0111o\u1ea1n n\u00e0y l\u00e0 \u0111\u1ea3m b\u1ea3o \u0111\u1ebfn m\u1ee9c cao nh\u1ea5t l\u1ee3i nhu\u1eadn \u0111\u1ed9c quy\u1ec1n nh\u00e0 n\u01b0\u1edbc, th\u00f4ng qua vi\u1ec7c s\u1eed d\u1ee5ng ho\u1ea1t \u0111\u1ed9ng kinh doanh n\u0103ng \u0111\u1ed9ng v\u00e0 c\u1ee5 th\u1ec3 c\u1ee7a c\u00e1c\u00a0 x\u00ed nghi\u1ec7p, c\u00f4ng ty, t\u1eadp \u0111o\u00e0n.<\/div>\n
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Vai tr\u00f2 c\u1ee7a marketing<\/h2>\n

Mu\u1ed1n th\u00e0nh c\u00f4ng trong kinh doanh, c\u00e1c doanh nghi\u1ec7p v\u00e0 c\u00e1c nh\u00e0 kinh doanh c\u1ea7n hi\u1ec3u bi\u1ebft c\u1eb7n k\u1ebd v\u1ec1 th\u1ecb tr\u01b0\u1eddng, v\u1ec1 nh\u1eefng nhu c\u1ea7u v\u00e0 mong mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng, v\u1ec1 ngh\u1ec7 thu\u1eadt \u1ee9ng x\u1eed trong kinh doanh.Ng\u00e0y nay, c\u00e1c doanh nghi\u1ec7p ph\u1ea3i ho\u1ea1t \u0111\u1ed9ng trong m\u1ed9t m\u00f4i tr\u01b0\u1eddng c\u1ea1nh tranh quy\u1ebft li\u1ec7t v\u00e0 c\u00f3 nh\u1eefng thay \u0111\u1ed5i nhanh ch\u00f3ng v\u1ec1 khoa h\u1ecdc \u2013 c\u00f4ng ngh\u1ec7, nh\u1eefng \u0111\u1ea1o lu\u1eadt m\u1edbi, nh\u1eefng ch\u00ednh s\u00e1ch qu\u1ea3n l\u00fd th\u01b0\u01a1ng m\u1ea1i m\u1edbi v\u00e0 s\u1ef1 trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng\u00a0 ng\u00e0y c\u00e0ng gi\u1ea3m s\u00fat. \u201cC\u00e1c c\u00f4ng ty \u0111ang ph\u1ea3i ch\u1ea1y \u0111ua v\u1edbi nhau tr\u00ean m\u1ed9t tuy\u1ebfn \u0111\u01b0\u1eddng v\u1edbi nh\u1eefng bi\u1ec3n b\u00e1o v\u00e0 lu\u1eadt l\u1ec7 lu\u00f4n thay \u0111\u1ed5i, kh\u00f4ng c\u00f3 tuy\u1ebfn \u0111\u00edch, kh\u00f4ng c\u00f3 chi\u1ebfn th\u1eafng v\u0129nh c\u1eedu. H\u1ecd bu\u1ed9c ph\u1ea3i kh\u00f4ng ng\u1eebng ch\u1ea1y \u0111ua v\u00e0 hy v\u1ecdng l\u00e0 m\u00ecnh \u0111ang ch\u1ea1y theo \u0111\u00fang h\u01b0\u1edbng m\u00e0 c\u00f4ng ch\u00fang mong mu\u1ed1n\u201d.<\/p><\/div>\n

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Marketing l\u00e0 m\u1ed9t b\u1ed9 m\u00f4n khoa h\u1ecdc nghi\u00ean c\u1ee9u v\u1ec1 c\u00e1c ho\u1ea1t \u0111\u1ed9ng kinh doanh c\u00f3 li\u00ean quan tr\u1ef1c ti\u1ebfp \u0111\u1ebfn d\u00f2ng chuy\u1ec3n v\u1eadn c\u1ee7a h\u00e0ng ho\u00e1 – d\u1ecbch v\u1ee5 t\u1eeb n\u01a1i s\u1ea3n xu\u1ea5t\u00a0 t\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng, nh\u1eb1m t\u00ecm ra c\u00e1c bi\u1ec7n ph\u00e1p h\u1eefu hi\u1ec7u \u0111\u1ec3 b\u1ea3o v\u1ec7, duy tr\u00ec v\u00e0 ph\u00e1t tri\u1ec3n th\u1ecb tr\u01b0\u1eddng. Marketing c\u00f2n \u00e1p d\u1ee5ng trong nhi\u1ec1u l\u0129nh v\u1ef1c x\u00e3 h\u1ed9i.<\/div>\n
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Philip Kotler\u00a0 \u0111\u00e3 vi\u1ebft: \u201c Trong th\u1ebf gi\u1edbi ph\u1ee9c t\u1ea1p ng\u00e0y nay, t\u1ea5t c\u1ea3 ch\u00fang ta \u0111\u1ec1u ph\u1ea3i am hi\u1ec3u marketing. Khi b\u00e1n m\u1ed9t chi\u1ebfc m\u00e1y bay, t\u00ecm ki\u1ebfm vi\u1ec7c l\u00e0m, quy\u00ean g\u00f3p ti\u1ec1n cho m\u1ee5c \u0111\u00edch t\u1eeb thi\u1ec7n, hay tuy\u00ean truy\u1ec1n m\u1ed9t \u00fd\u00a0 t\u01b0\u1edfng, ch\u00fang ta \u0111\u00e3 l\u00e0m marketing… Ki\u1ebfn th\u1ee9c v\u1ec1 marketing cho ph\u00e9p x\u1eed tr\u00ed kh\u00f4n ngoan h\u01a1n \u1edf c\u01b0\u01a1ng v\u1ecb ng\u01b0\u1eddi ti\u00eau d\u00f9ng, d\u00f9 l\u00e0 mua kem \u0111\u00e1nh r\u0103ng, m\u1ed9t con g\u00e0 \u0111\u00f4ng l\u1ea1nh, m\u1ed9t chi\u1ebfc m\u00e1y vi t\u00ednh hay m\u1ed9t chi\u1ebfc \u00f4 t\u00f4… Marketing \u0111\u1ee5ng ch\u1ea1m \u0111\u1ebfn l\u1ee3i \u00edch c\u1ee7a m\u1ed7i ng\u01b0\u1eddi ch\u00fang ta trong su\u1ed1t c\u1ea3 cu\u1ed9c \u0111\u1eddi\u201d<\/div>\n
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Marketing \u00e1p \u0111\u1eb7t r\u1ea5t m\u1ea1nh m\u1ebd \u0111\u1ed1i v\u1edbi l\u00f2ng tin v\u00e0 ki\u1ec3u c\u00e1ch s\u1ed1ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. V\u00ec th\u1ebf, h\u1eefng ng\u01b0\u1eddi kinh doanh t\u00ecm c\u00e1ch \u0111\u1ec3 l\u00e0m tho\u1ea3 m\u00e3n nhu c\u1ea7u mong mu\u1ed1n c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, t\u1ea1o ra nh\u1eefng s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 v\u1edbi m\u1ee9c gi\u00e1 c\u1ea3 m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 th\u1ec3 thanh to\u00e1n \u0111\u01b0\u1ee3c.Ph\u1ea1m vi s\u1eed d\u1ee5ng marketing r\u1ea5t\u00a0 r\u1ed9ng r\u00e3i, marketing li\u00ean quan \u0111\u1ebfn nhi\u1ec1u l\u0129nh v\u1ef1c nh\u01b0: h\u00ecnh th\u00e0nh gi\u00e1 c\u1ea3, d\u1ef1 tr\u1eef, bao b\u00ec \u0111\u00f3ng g\u00f3i, x\u00e2y d\u1ef1ng nh\u00e3n hi\u1ec7u, ho\u1ea1t \u0111\u1ed9ng v\u00e0 qu\u1ea3n l\u00fd b\u00e1n h\u00e0ng, t\u00edn d\u1ee5ng, v\u1eadn chuy\u1ec3n, tr\u00e1ch nhi\u1ec7m x\u00e3 h\u1ed9i, l\u1ef1a ch\u1ecdn n\u01a1i b\u00e1n l\u1ebb, ph\u00e2n t\u00edch ng\u01b0\u1eddi ti\u00eau d\u00f9ng, ho\u1ea1t \u0111\u1ed9ng b\u00e1n s\u1ec9, b\u00e1n l\u1ebb, \u0111\u00e1nh gi\u00e1 v\u00e0 l\u1ef1a ch\u1ecdn ng\u01b0\u1eddi mua h\u00e0ng c\u00f4ng nghi\u1ec7p, qu\u1ea3ng c\u00e1o, m\u1ed1i quan h\u1ec7 x\u00e3 h\u1ed9i, nghi\u00ean c\u1ee9u marketing, ho\u1ea1ch \u0111\u1ecbnh v\u00e0 b\u1ea3o h\u00e0nh s\u1ea3n ph\u1ea9m.<\/div>\n<\/div>\n
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Ho\u1ea1t \u0111\u1ed9ng b\u00e1n h\u00e0ng v\u00e0 nh\u1eefng tri\u1ebft l\u00fd marketing<\/h2>\n

Marketing\u00a0 t\u1eadp trung v\u00e0o s\u1ef1 ph\u00e2n t\u00edch ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 l\u00e0m tho\u1ea3 m\u00e3n h\u1ecd, t\u00e1c \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp trong kinh doanh s\u1eed d\u1ee5ng ngu\u1ed3n t\u00e0i nguy\u00ean \u0111\u1ec3 s\u1ea3n xu\u1ea5t ra nh\u1eefng s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 m\u00e0 kh\u00e1ch h\u00e0ng \u0111\u00f2i h\u1ecfi, k\u00edch th\u00edch \u0111\u1ebfn s\u1ef1 thay \u0111\u1ed5i c\u1ee7a nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m v\u00e0 nhu c\u1ea7u ti\u00eau th\u1ee5 s\u1ea3n ph\u1ea9m c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. D\u01b0\u1edbi g\u00f3c \u0111\u1ed9 tri\u1ebft l\u00fd marketing, th\u00ec ho\u1ea1t \u0111\u1ed9ng b\u00e1n h\u00e0ng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 nh\u1eb1m ti\u1ebfp c\u1eadn ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 hi\u1ec3u bi\u1ebft h\u1ecd th\u00eam. Th\u1ef1c v\u1eady, v\u1ea5n \u0111\u1ec1 kh\u00f4ng h\u00e0i l\u00f2ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd \u0111\u01b0a \u0111\u1ebfn s\u1ef1 thay \u0111\u1ed5i trong ch\u00ednh s\u00e1ch c\u1ee7a c\u00f4ng ty t\u1eeb \u0111\u00f3 mang l\u1ea1i doanh s\u1ed1 b\u00e1n hi\u1ec7u qu\u1ea3 h\u01a1n sau khi \u0111i\u1ec1u ch\u1ec9nh.<\/p><\/div>\n

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Marketing t\u00ecm ki\u1ebfm nh\u1eefng s\u1ef1 kh\u00e1c nhau m\u1ed9t c\u00e1ch r\u00f5 r\u00e0ng trong th\u1ecb hi\u1ebfu ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 t\u1eeb \u0111\u00f3 ph\u00e1t tri\u1ec3n ho\u1ea1t \u0111\u1ed9ng l\u00e0m tho\u1ea3 m\u00e3n h\u1ecd. Marketing \u0111\u01b0\u1ee3c \u0111\u1ecbnh h\u01b0\u1edbng cho th\u1eddi gian d\u00e0i, v\u00e0 m\u1ee5c ti\u00eau \u0111\u01b0\u1ee3c \u0111\u1ecbnh ra nh\u1eb1m l\u00e0m t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn m\u1ee5c ti\u00eau t\u1ed5ng th\u1ec3 c\u1ee7a c\u00f4ng ty. Sau c\u00f9ng, Marketing xem x\u00e9t nhu c\u1ea7u ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1edf ph\u1ea1m vi r\u1ed9ng h\u01a1n l\u00e0 ph\u1ea1m vi nh\u1ecf h\u1eb9p.<\/div>\n
(T\u1ed5ng h\u1ee3p)<\/em><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Th\u1ef1c t\u1ebf, c\u00f3 nhi\u1ec1u \u0111\u1ecbnh ngh\u0129a marketing l\u00e0 g\u00ec?\u00a0Thu\u1eadt ng\u1eef Marketing ra \u0111\u1eddi l\u1ea7n \u0111\u1ea7u ti\u00ean \u1edf M\u1ef9 v\u00e0o nh\u1eefng n\u0103m \u0111\u1ea7u th\u1ebf k\u1ef7 XX. N\u00f3 \u0111\u01b0\u1ee3c truy\u1ec1n b\u00e1 sang ch\u00e2u \u00c2u, ch\u00e2u \u00c1, r\u1ed3i t\u1edbi n\u01b0\u1edbc ta v\u00e0o nh\u1eefng n\u0103m 1980. Marketing c\u00f3 ngu\u1ed3n g\u1ed1c t\u1eeb ch\u1eef \u201cmarket\u201d c\u00f3 ngh\u0129a ti\u1ebfng Anh l\u00e0 c\u00e1i […]<\/p>\n","protected":false},"author":9,"featured_media":4204,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[887],"tags":[103,687],"yoast_head":"\nMarketing l\u00e0 g\u00ec? \u0110\u1ecbnh ngh\u0129a marketing c\u1ee7a Philip Kotler - Appota News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.appota.com\/vi\/marketing-la-gi-dinh-nghia-marketing-cua-philip-kotler\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing l\u00e0 g\u00ec? \u0110\u1ecbnh ngh\u0129a marketing c\u1ee7a Philip Kotler - Appota News\" \/>\n<meta property=\"og:description\" content=\"Th\u1ef1c t\u1ebf, c\u00f3 nhi\u1ec1u \u0111\u1ecbnh ngh\u0129a marketing l\u00e0 g\u00ec?\u00a0Thu\u1eadt ng\u1eef Marketing ra \u0111\u1eddi l\u1ea7n \u0111\u1ea7u ti\u00ean \u1edf M\u1ef9 v\u00e0o nh\u1eefng n\u0103m \u0111\u1ea7u th\u1ebf k\u1ef7 XX. N\u00f3 \u0111\u01b0\u1ee3c truy\u1ec1n b\u00e1 sang ch\u00e2u \u00c2u, ch\u00e2u \u00c1, r\u1ed3i t\u1edbi n\u01b0\u1edbc ta v\u00e0o nh\u1eefng n\u0103m 1980. 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