chuyen de markeitng

8/14/2019 chuyen de markeitng

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Cc vn Marketing hin i

1. Phn mm phn tch SWOT cho MarketingPhn mm Marketing SWOT Analysis s hng dn bn tng bc trong qu trnh phntch SWOT gip bn phn tch tnh hung tng lai, nh v v chin lc ha. y l

mt qu trnh chuyn su v ton din, gip bn phn tch c nh hng sn phm v dchv ca mnh. Cng vi phn mm ny, bn c th lm ra gi tip th bng th trc tip vqung co nhanh hn, ch bng 1/3 thi gian. V nu bn tng thu vit tng qungco chng ti cam oan vi bn rng bn c rt nhiu tng vit, n ni chngcn n tay vit tng no na c!

Sau khi tiu tn gn 2 t USD thc hin marketing trc tip chng ti mi rt ra cnhng kinh nghim v phng tin phn tch nhng nh hng tc ng n marketingtrc tip

thc hin marketing trc tip tht s hiu qu phi cn n nhng nguyn tc v c mtqu trnh lm vic cng thng. Chng ti lun lun t mnh vo v tr suy ngh t nhng gnh nht nht mi khi bt u mt d n marketing cho mt sn phm mi. iu ny lunmt nhiu thi gian v nhiu nng lng nht.

iu t hi l khi chin lc tc chin c pht trin rt hon ho th chng ti li qunmt 3 chng trnh chiu th gn nht v khng bao gi s dng li n. iu gy thithi hng triu USD.

Chnh v th, mt gii php c hnh thnh: Phn mm phn tch SWOT

Mt ln na chng ti r sot li nhng chin dch v cc chin lc lm nhm m xvn , tm ra u l im ni bt ca nhng chin dch .Vy cu tr li l g? y l cu hi mang tnh cht chin lc m chng ti lun t himnh khi phi i mt vi nhng tnh hung v th thch khc nhau. Ti tin rng cu niCi kh l ci khn l ng. Khi chng ti c gng tm ra gii php cho nhng khchhng c ngn qu t i, chng ti lun b t trong tnh th phi tr li hng ng cu hitrong sut qu trnh t duy ca mnh. V ri chng ti cng c c nhng gii php sngto, nhng li th cnh tranh v chi b nhng gii php tnh th. Nhng khi gp phi

nhng tnh hung thng thng, chng ti ch a ra nhng cch tip cn chun mc v bqua cc tng, chin lc tuyt vi.

Nhng chng ti bit chng ti cn g. Tht s chng ti khng cn mt danh sch dinhng tng ni bt m chng ti pht trin, bi v nh th s lm hn ch c sng totrong sut qu trnh t duy. Bng cch t duy mi v hng vo mc tiu mi khi tip cnmt d n mi, sau suy lun, t ra nhng cu hi phn bin, p dng vo nhng tnhhung bc bch, chng ti vn t c nhng thnh cng nht nh, nhng ch p dngc cho tnh hung m thi.

V th, sau khi mt my tun lin xem xt li nhng chin dch qua nhm thu thp ccthng tin ch cht m bo mi th hot ng nht qun, chng ti a ra 25 cu hi vtnh hung quan trng.

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- To ra nhng ti nguyn tip th c bit, c th to nn tc ng y thin cm v cchp dn vi i tng v gip bn thu v t l phn hi cao t u ch cui?- Tip theo, bn c mt bn danh sch gm t 50 n 200 tng c sp xp theo th ts nh hng ca i tng i vi mn qu ca bn trc khi bn vit k hoch chiu thv k hoch chin lc?

Trong giai on cui cng khi s dng phn mm phn tch SWOT dnh cho marketing, ttc nhng cu tr li ca bn s c sp xp theo th t chng hn, mi li ngh cxp thnh nhm v xp hng trong Mc xp hng trng. Sau , bn s c dp xem linhng cu tr li trong bn phn loi t tt nht n km nht. Trong giai on cui cngca quy trnh, bn ch cn thm vo hoc thay i cu tr li, sau tm gii php vxp loi chng trong mc phn loi vi thang im t 1 n 10, vi 10 l gi tr ln nht.

Phn mm Marketing SWOT Analysis s hng dn bn tng bc trong qu trnh phn

tch SWOT gip bn phn tch tnh hung tng lai, nh v v chin lc ha. y lmt qu trnh chuyn su v ton din, gip bn phn tch c nh hng sn phm v dchv ca mnh.

Khi bn hon thnh, bn s c tng cn thit cho cc mc cn thit, ngh hiuqu, cc li ch dch chuyn y quyn lc, l l ca ngi tiu dng, chin lc v li thcnh tranh, bn cnh cc l do v ro cn khch hng khng mua sn phm. Mt khi hon thnh qu trnh, ch cn nht nt Print Report hon thnh bng bo co cui cngth bn c trong tay bng chin lc Tip Th, nh ngha c th trng mc tiu vvit bng qung co v tip th trc tip. Bn cng pht trin xong nhng chin lc,

chin thut thc thi hon ho v mang tnh cnh tranh nn s gip bn t c bc thnhcng k tip trong cc hot ng chiu th. Cng c phn tch SWOT l mt v kh gip bnkim ra nhiu li nhun hn, tm c nhiu khch hng hn v cc ti nguyn tip th sgip bn t c mc phn hi ca khch hng cao hn. Cng vi phn mm ny, bnc th lm ra gi tip th bng th trc tip v qung co nhanh hn, ch bng 1/3 thi gian.V nu bn tng thu vit tng qung co chng ti cam oan vi bn rng bn c rt nhiu tng vit, n ni chng cn n tay vit tng no na c!

2. Ngh thut lng nghe Mt cng c nghin cu th trng hiu qu

(I)Qua hng ngn nm con ngi bit nghin cu th trng. Ti khng c nhm ti mtnhm l lng hay nhng bi phn tch kt hp phc tp, ch l t cu hi v lng nghe cutr li. S dng ngh thut lng nghe l yu t quan trng dn n thnh cng trongmarketing ca cng ty bn, v nu nh t chi n s dn n tht bi. Theo nhng g titrnh by, ti s ch cho bn cch s dng nghin cu th trng a kin thc vo trongchng trnh marketing ca bn.

Ti sao nghin cu th trng quan trng

Vo u thp nin 90, khi ti bt u cng vic t vn ca mnh, ti thc hin bn khost nh cho ring mnh. Ti vit khong 100 t din t cng vic t vn ca ti nh th no.

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Bng m t gm: (1) khch hng mc tiu, (2) nhng ngi mua mun g t nh t vn, v(3) cng vic ca ti khc vi nhng ngi khc nh th no.

K n ti hn vi 20 nh lnh o doanh nghip, t bng m t trc mt h. Sau khi hithm kin, ti quay v ch ngi lng nghe cu tr li.

Nhng li khuyn ca h l v gi. Ti bit c nh v v mc tiu ca ti l nhngdoanh nghip ang pht trin v khng c b phn marketing. Ti cn bit c khch hngkhng hng th g lm v kinh nghim ca ti nhng li mun bit nhiu v lm cch noti c th gip nhng t chc nh h.

Bi v bng nghin cu ny, ti tin rng cng vic marketing ca cng ty ti s tp trung vhng ti khch hng mc tiu hn.

Nghin cu th trng c th lm sn phm hon hoLc trc, ti c lm vic vi mt cng ty chuyn dng ang chun b tung ra th trngmt nhn hiu my ct mi. V sn phm mi i vi th trng nn cng ty v ti munhon thnh thit k ca sn phm trc khi tung ra th trng, v th chng ti t chcnghin cu hng lot nhng nhm khch hng tp trung. Cho n thi im ny ti lmvic vi i ng thit k pht trin mu sn phm u tin. Ti hon ton t tin rngchng ti thit k ng sn phm dnh cho th trng, v xem cuc nghin cu ch l duhiu cho thit k.

Tuy nhin khi chng ti trnh by sn phm mu cho nhm ngi tham gia cuc nghin cu,chng ti hon ton bt ng trc phn ng ca h. Hu nh mi ngi khng quan tmn thit k. mng manh, d v l hai t chng ti nghe nhiu nht v nhng t nh thth hon ton khng h tr cho vic nh v thng hiu.

Trong sut tun k tip, chng ti tp trung thit k li v nhanh chng t chc cc cucphng vn mt i mt vi nhng ngi tham gia thu nhn phn hi ca h v sn phmmi. Cui cng h cng thch n, sn phm c tung ra th trng mt cch thnh cng vlm tng r rt thu nhp ca cng ty.

Ti rng mnh ngh li nu cng ty tung sn phm ra th trng vi thit k ban u mkhng c cuc nghin cu trn. Ti b thuyt phc rng sn phm s gy tn tht hng triu cho cng ty v lm xu i danh ting ca cng ty.

Nghin cu th trng lm cc mi quan h su thm.

Cng ty ca bn bt c quy m no, bn s thy nghin cu th trng s cng c li camkt gia cng ty vi ngi mua. ng dy cui cng l: mi ngi thch khi bn hi kin ca h. H cm thy mnh ang ng gp vo thnh cng ca cng ty bn v bn s

bit nhiu hn v ci nhn ca h v:

c tnh ca cng ty bn i th cnh tranh ca bn Th trng mi v sn phm mi cho cng ty bn.

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Cng ty nghin cu TARP nhn thy rng c mi ngi phn nn th 26 ngi khc likhng. V th nu c 10 khch hng gn y phn nn v cng ty ca bn th s c 260ngi khc s khng c l do g m quay sang i th cnh tranh ca bn. C th nhngcuc nghin cu c thc hin nhiu ln s hnh ng nh my phn hi c thit k in su vo tm tr ca con ngi.

Nhng kh nng quan trng khc ca nghin cu th trng

Nghin cu c th khi phc li cuc i thoi vi khch hng c. i khi, cuc khost l tt c nhng g cn thit khi phc li cuc i thoi gia cng ty v khchhng khng cn quan tm n cng ty.

Nghin cu cho mi ngi c hi by t. Thnh thong, mi ngi mun th l htnhng cm xc ca mnh. iu khng c ngha h b bn hay cng ty ca bn. Tri

li h tn trng bn hn khi bn cho h c hi. Nghin cu c th tm ra c hi pht trin ngay di mi ca bn. Mt khch hng cati trong lnh vc thng tin sc kho k ti nghe cu chuyn v nghin cu th trngca cng ty anh y. Cch y my nm, cng ty na triu ca anh ta quyt nh khost khch hng. Mt trong cc cu c hi l: Sn phm mi no bn mun cng ty ticung cp?. Trong s 90 cu tr li m cng ty nhn c th phn ln cho rng hmun cng ty cung cp thng tin v th phn. Cng ty thay i nhanh chng, cha ymt nm, cng ty cung cp nhng thng tin d liu v th trng. Kt qu ? Doanhnghip ca anh y pht trin gp 4 ln trong vng 2 nm.

Nghin cu th trng gia tng nhn bit s ph thuc sn phm. Cuc kho st tt

khng ch thu thp d liu m cn ph bin thng tin. Min l n c thc hin kholo, bn c th gio dc khch hng v sn phm hay dch v mi ca cng ty vi bnkho st.

Thnh thong nghin cu c th phc hi nhng khch hng c. C mt ln ti gip mtkhch hng trong lnh vc dch v cng nghip kho st khch hng c, nhng ngikhng c tin tc hn mt nm. Sau khi hi kin h v cng vic lc trc, chng tikt lun bng cu hi sau: Bn c bit n hay nghe ni n ai trong hoc ngoi cng ty

bn t c li ch t dch v XYZ?. Cui cng cuc kho st em li $700,000doanh thu cho cng ty t c ti khon c v mi.

Jay Lipe (LANTABRAND su tm v lc dch t MarketingProfs.com)

3. Ngh thut lng nghe Mt cng c nghin cu th trng hiu qu(II)Qua hng ngn nm con ngi bit nghin cu th trng. Ti khng c nhm ti mtnhm l lng hay nhng bi phn tch kt hp phc tp, ch l t cu hi v lng nghe cutr li. S dng ngh thut lng nghe l yu t quan trng dn n thnh cng trongmarketing ca cng ty bn, v nu nh t chi n s dn n tht bi. Theo nhng g ti

trnh by, ti s ch cho bn cch s dng nghin cu th trng a kin thc vo trongchng trnh marketing ca bn.

Cng c nghin cu th trng tt nht vi chi ph thp

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+ Phng vn mt i mt. l mt trong nhng k thut nghin cu yu thch ca ti.Trong , bn (tt hn l ngoi ngi t vn) ni chuyn trc tip vi khch hng ca bn,mi ln mt ngi. Bng in thoi hay gp trc tip, bn s c c cu tr li thng qua

bng cu hi chun. Mi cu tr li u c hi t cng mt cu hi v bui phng vnc chun b khng ko di qu 30 pht.

y l mt s cu hi ti thng dng trong bui phng vn:

- Ti thi im ti sao bn khng tr thnh khch hng ca cng ty chng ti?- Vi s quan tm n (ngnh ca bn) ci g l th thch ln nht m bn phi i mt?- Lm sao bn bit n cng ty ca chng ti?- Cng ty chng ti gip bn nh th no trong nhng thch thc ca bn?- Ai l i th cnh tranh ln nht ca chng ti m bn ang hp tc? im mnh v imyu ca h l g?

- u l im mnh v im yu ca chng ti?- Ci g chng ti lm m cha c ai trong th trng lm iu ?- Nhng kh nng khc hay dch v no khc m bn mun XYZ cung cp?- i th cnh tranh no ca chng ti lm tt cng vic marketing?

+ Cuc kho st sau khi mua hng. gi ng dy trao i m gia bn vi khchhng, phi tin hnh nhanh chng cuc kho st mc hi lng ca khch hng ngay khi

phn phi sn phm v dch v. N c th gip bn bit c bn lm vic tt vi khchhng n mc no v bit c vn . Cho mi ngi bit s lo lng v thi gian. Ti giihn, bng kho st cho cng ty mnh trong mt trang, l cuc kho st thng qua fax ch

vi 5 cu hi v 90% bng kho st c hi m.y l mt s cu hi c dng trong cuc kho st:

- Mt iu g bn thch khi lm vic vi chng ti?- Mt iu g bn mun thay i cng ty chng ti?- Khi bn mua sn phm ca chng ti bn tht s thch iu g?- T 1 n 10, hy cho im iu chng ti lm cho bn?- iu g khin bn s tip tc li vi chng ti trong vng 5 nm?

+ H thng thng tin. Ngy nay h thng thng tin nhn c nhiu s quan tm nh lphng tin dn u. Ti cng thy h thng thng tin nh mt cng c nghin cu thtrng. Ln ti, bn hay ngi trong b phn kinh doanh thit lp cuc hp v h thngthng tin, mt phn trong thng tin nghin cu m bn mun c. N c th v i th cnhtranh chnh ca bn (v d: bn bit g v cng ty XYZ?) hay vi iu v hnh vi tiu dngca khch hng? (V d: Dch v cng thm no bn thy khch hng trn th trng angcn?). Tp hp nhng thng tin nghin cu quan trng li, c lc n ch bng gi mttch c ph.+ Blog. Blog l cch tt thc y cuc i thoi vi th trng ca bn. Nh marketingkho lo s dng blog

- Lun ra c phn hi nhanh chng t khch hng- C cuc i thoi cng lc vi nhiu khch hng v khch hng mi trong tng lai- D dng tri rng thng tin v cng ty.

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+ Cu lc b khch hng. Khi ti lm gim c marketing ti nh my sn xut nm, cmi tun chng ti c bui ni chuyn thn mt vi khch hng, chng ti mi 5-10 khchhng n tr s chnh m mt cuc i thoi thn mt vi h v sn phm v chng trnhmarketing ca chng ti.

Cng vi bp rang v nc ngt, chng ti cho h xem mu sn phm mi, hay chia s sb tng v qung co. Tt c nhng iu trn lm gia tng gi tr trong vic pht trinsn phm mi v thng ip marketing ca chng ti.

iu quan trng l nhng khch hng li trong cuc gp mt l cm gic mi ca lngtrung thnh. Chng ti cn thn hi nhng thng tin t h. Hu ht mi ngi nhgi cao iu . Ti tht s ngh rng cu lc b khch hng l cch c gi tr v r thuthp c phn hi ca th trng.

+ Mua hng b mt. c s dng rng ri trong ngnh bn l. Ngi thc hin nghincu thu ngi ngoi lnh vc ng vai khch hng mua sm ti ca hng cng ty. Cucnghin cu nh th gip cho cng ty xc nh im mnh v im yu ca mnh trong mts lnh vc:

- Cch trnh by gian hng- Cht lng phc v- K nng bn hng ca nhn vin- Chn la sn phm

- Gi c t c kt qu tt t loi nghin cu ny, cn thu ngi ngoi cng ty, xc nh rloi phn hi no bn ang tm kim.

+ Kim tra kh nng s dng. Nu trang web ca cng ty bn ng vai tr quan trngtrong vic xy dng tnh cch cng ty, bn nn dng kim tra kh nng s dng. Vic kimtra ny cho bit ngi s dng c th tip cn vi trang web ca cng ty nh th no. Trongmt cuc kim tra c th, mt hoc hai ngi s dng c t trong phng s dng trangweb, trong khi nhn vin marketing ca cng ty, quan st, lng nghe bng thu v ghi ch.

bit thm thng tin v kim tra kh nng s sng hy vo trang web ca t chcUsability Professionals (www.upassoc.org) hay c cun sch tuyt vi ca Steve Krug :Don't Make Me Think: A Common Sense Approach to Web Usability.

Mt l do s dng nhng ngi ngoi lnh vc trong nghin cu th trng.

Nu cng ty bn c kh nng c th thu mt ngi ngoi lnh vc c th l nh t vnhay nh nghin cu thc hin nhiu cuc nghin cu. C rt nhiu khch hng mincng chia s kin ca h v h s lm tn hi mi quan h.

Ti phng vn v s ngi tiu dng cho khch hng ca ti v lc no ti cng hi ngcnhin l lm sao h c th ci m vi ti. C l h cm thy t tin hn khi ni s tht khngh che y vi bn th ba

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Mt vi mo khc trong nghin cu th trng.

+ Lun lun cm n nhng cu tr li sau bui nghin cu. Gi hoa hay ch l li cmn hoc cch no ghi nhn thi gian v cng sc h dnh cho cng ty ca bn+ Bt c khi no c th, c xc nh s lng kt qu nghin cu. Din t cu hi dctheo ng t 1 n 5, n quan trng vi bn nh th no. iu to ra d liu c thomn v l cch d dng hn rt ra kt lun.+ Nu sn phm ca bn c phn phi rng khp, hy ch n phn hi ca khch hngtrn web. Mt vi trong nhng s hiu bit nht v sn phm ca bn s n t lnh vc nyv ngi tiu dng cm thy t do khi trt cm xc tht ca mnh bng ngn ng ca chnhh.

Kt lun

Ti tri qua 2 thp k trong lnh vc marketing v thy rng tr thnh nh marketingthnh cng l h cam kt thc hin nhng chim lc marketing m. Nu bn tht s quantm n vic nng cao c tnh ca cng ty, bn phi c chng trnh nghin cu th trng

Jay Lipe (LANTABRAND su tm v lc dch t MarketingProfs.com

4. Kinh doanh cng nh cuc sng

Ngy nay, pht trin kinh doanh, cc DN rt quan tm ti i sng cn b, nhn vin,

trng dng nhn ti. Ln hn l vic ng gp vo s pht trin x hi, ti tr cc hot ngcng ng Bi thc t, kinh doanh cng nh cuc sng, nhng g c cho i bao gicng tm ng tr v vi ngi dm cho, v cn hn th na.

Khi Cty Sony mi ra i, nc Nht cn ang vo thi k kh khn. Lc cc bc cham mun mua cho con mt ci cp cng kh. Mt hm, G Cty ngu nhin nghe thy cngi cng nhn ca mnh hi mn ng nghip cp sch cho con i hc. ng bn lng ltm hiu tnh hnh i sng ca cng nhn vin, bit c h v cng kh khn. ng thn chinh i mua mt l cp sch v tng cho cc cng nhn vin c con mi i hc vkhin h rt cm ng.

ng G nhn ngay ra sc mnh gn b con ngi tim n trong mi chic cp. cngnhn vin c tnh cm su m vi Cty, hng nm ng u duy tr vic mi c gia nh canhn vin n thm Cty v tng dng hc tp cho cc chu mi i hc. Chnh iu ny lm cho ton th cng nhn vin cm thy gn b vi Cty, thm trn trng cng vic vlao ng c hiu qu hn rt nhiu, to ra li nhun ln, thc y nng sut lao ng.

n nay, d nc Nht l mt trong nhng quc gia c nn k thut rt pht trin, mcsng ca ngi dn c nng cao nhng Cty Sony vn gi np tng cp sch v cn lpring qu thng cho thnh tch hc tp ca cc chu nh. S tin b ra mua hng nghn

chic cp sch tng cho con ci ca ton th cng nhn vin l khng nh nhng G caCty Sony khng ngn ngi chi tin. V ci m ng thu c chnh l s gn b, tmhuyt ca nhn vin i vi cng vic, l hiu qu lao ng. i vi mt DN th cn g qu

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hn th! iu ny cn gi tr gp ngn ln s tin mua mt chic cp, thm ch cn qu hnc "ngc" na.

Bi hc kinh in ny nhc nh chng ta b quyt s dng nhn s trong qun l. Nhngthc t l thuyt Cho - Nhn trong kinh doanh khng gii hn quan h nhn s. i vikhch hng cng vy, DNno thc s bit quan tm ti li ch khch hng, em li chokhch hng nhng gi tr s dng ch thc thng nhanh chng t ti thnh cng. Chngta s cng xem xt thm mt v d na vi thng hiu Miss o di, trong tng quan vikhch hng.

Nghe ci tn Miss o di, chng ta s hnh dung n mt ca hng bn cho thu, hoc caocp th l thit k o di. y vy m khng phi. L tn mt chui ca hng m ngh camt ph n thnh t, Miss o di c mt "lai lch" kh th v. Vn hng th cng m nghhng ti khch nc ngoi. M o di Vit Nam th ni ting trn ton th gii, cng c

th coi may o di l ngnh truyn thng. thu ht khch ti ca hng ca mnh, to skhc bit vi cc ca hng khc, ch Thy - ch chui ca hng m ngh quyt nh maytng o di min ph cho khch.

Tng l mo him v s chng bao gi c thu. Th nhng, cc ca hng bn m nghv o di ca ch khng nhng c khch n, m cn c doanh s nhiu hn hn. n ginv khch n ca hng, c may tng o di, li c t vn min ph nhng ph kin ikm. Khng h ni p, khch mua hay khng, Miss o di u vui v, phc v tn tnh. Bich tin, mnh t vn hp l, l mun khch c b trang phc hon ho ch khng phi c ni bn km . Cn th ai cng bit, khng th ci g cng tng c.

Gi y, Miss o di tr thnh mt trong nhng thng hiu "cng" ca Cty TNHHTrung Thy. Hot ng ca Miss o di cng m rng hn nhiu ch khng gii hn kinhdoanh sn phm m ngh. Nhng ch Thy - Gim c Cty vn lun tm nim: trong kinhdoanh, ch tn l quan trng hn c. Ch k v mt bi hc gi gn uy tn gi nghip kinhdoanh, d c phi chu thit. l ln c khch hng t 200 chic o di thu tay cng

phu. Khi cn hai ngy na l giao hng, ch cht pht hin vt o no cng b ht i 2cm.Gia ch tn, ch chp nhn b i 200 tm vi , thu nhiu ngi vi tin cng cao gpnhiu ln, thu li cho ng vi n hng ca khch. Mt tin m vn mng ri nc mt vgi c uy tn.

Vi ch, kinh doanh cng gin d nh cuc sng, cho i s c nhn li.

Theo DDDN.com

5. Cch nghin cu th trng khi bt tay vo kinh doanhBi hc u tin ca bn trc khi m cnh ca bc vo th gii kinh doanh l trnh mcsai lm ngay t khi lp k hoch nghin cu v tm hiu th trng. Khi u cho mt khoch kinh doanh, cng c mt cht g ging nh khi mua mt chic -t: bn cn phi

tin hnh mt vi nghin cu trc khi a ra quyt nh dt khot. u tin, hy tm hiuxem liu trn th trng c nhu cu cho sn phm hay dch v ca bn khng? Hy thchin mt php phn tch tnh cnh tranh, tm mt a im m ca hng v thit lp mtk hoch khc bit ha cho bn sn phm/dch v .

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Tuy nhin, trc khi quyt nh u t vo mt nghin cu th trng mt cch chuynnghip, bn nn dnh thi gian thu thp cc thng tin c sn c cung cp min ph trnmng Internet. Cc trang web ca cc b, ngnh hoc c quan chnh ph, cc hip hi doanhnghip hoc cc t chc phi chnh ph thng c rt nhiu thng tin v rt d dng tip cn.

Ngoi ra, bn c th nghin cu th trng bng cc phng php ca ring nh tin hnhnhng cuc kho st s dng bng cu hi hoc nhng bui phng vn ngn. Vic ny sgip bn hiu bit chi tit v lnh vc ring bit ca th trng m bn mun tham gia vo.

Nu bn lm tt c nhng vic ny vi mt s c gng v cn c, th chnh l s khcbit gia thnh cng v tht bi v bn khng mt mt ng chi ph no c.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 khi nim v tng ri, sau bn mi xc nh liu c th bin tng thnhhin thc hay khng? lm c iu ny, bn cn phi t mt s cu hi nh sau:1. Th trng i vi sn phm/dch v ca bn bo ha cha? V d thnh ph ny cthc s cn thm mt ca hng kinh doanh phn cng my tnh hay mt ca hiu bn hoakhng? Hng nm trong thnh ph ca bn, mi ngi tiu tn bao nhiu tin cho ngnhcng nghip m bn nh tham gia? C khong trng no thm nhp vo th trng nyna khng?

2. Nhng g m bn s a ra cho hng c p ng c nhu cu ca th trng khng?Nu nh bn ang ngh n vic cung cp cc dch v chm sc hng ngy cho nhng chch hoc trin khai mt dch v trc tuyn cho cc nh kinh doanh thng mi, hay bt cmt dch v chm sc c bit no , iu trc tin, bn cn phi xem xt l dch v ca

bn c tht s quan trng v cn thit i vi khch hng khng? Khch hng s nh thno nu khng c sn phm/dch v ca bn?3. i th cnh tranh ca bn hin ang lm g? iu ny rt quan trng, bi v b qua ith cnh tranh bn s khng bit c cc mi e do tim n n hot ng kinh doanh camnh. Bit c nhng thng tin v i th s m bo cho bn c v tr vng chc trn

thng trng. Bng cch bit c nhng doanh nghip khc ang lm g, bn c th chcchn rng gi c bn a ra l hp l sn phm ca bn thu ht khch hng.

Nghin cu i th cnh tranh c ngha l tm hiu xem h l ai v s khc bit gia hotng kinh doanh ca h vi tng kinh doanh ca bn. T tm cch a ra cc sn

phm/dch v ni bt hn v lm c iu ny, bn cn phi li dng cc im yu cai th cnh tranh ca mnh.

c th nhn nhn vn mt cch c h thng t nhng thng tin thu thp c, bnphi sp xp chng theo ba loi sau y:

- Cc im mnh ca i th cnh tranh so vi bn;- Nhng li th ca bn so vi i th cnh tranh;- Nhng im ging nhau gia bn v h.

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4. Bn c th vi ti cc khch hng mc tiu hay khng? Bn cn bit nhng thng tin vkhch hng nh gii tnh, tui, ngh nghip, thu nhp, li sng, thi v tng lp x hica h. V khi xc nh c u l khch hng mc tiu, bn cn phi bit:- H l nhng ai, iu g s thu ht v hp dn h;- S lng ngi s nm trong nhm ny;- S thch tiu dng ca h th no;- H i mua hng lc no v u.V d, nu bn c nh bn sn phm ca mnh cho cc i tng khch hng l ngi vhu, gi c, bn nn tm hiu xem s lng loi ngi ny trong thnh ph ca bn l baonhiu, thu nhp ca h sau khi np thu v ng bo him l bao nhiu?...

Mt khi, bn chc chn v tng kinh doanh ca mnh, hy o su nghin cu n.Ngun thng tin v th loi thng tin tt nht m bn c th thu thp ph thuc vo tngdng kinh doanh khc nhau v trong tng hon cnh c th. Tu chung li, n c th baogm:- Thng tin thng mi: v d cc Hip hi kinh doanh thng mi c th l knh thng tintrc tip m bn ang tm kim. Cc loi thng tin thng mi khc cng c th c tmthy trong sch v bo ch xut bn di dng in hoc trc tuyn. Thm ch, bn cngc th thu nhn rt nhiu thng tin c ch khi i thm cc gian hng ca mt hi ch thngmi.

- Cc d liu v kinh t hoc nhn khu hc: nu bn nc M, th cc trung tm nghincu d liu v kinh t quc gia l ni c th cung cp cc s liu m bn cn v phm vitui tc, thu nhp ca cc tng lp trong x hi, s lng cc loi hnh doanh doanh theokhu vc a l v tng lng bn hng i vi chng loi sn phm/dch v m bn nha vo kinh doanh. Ngoi ra, nhng ngi qun l ti cc th vin ln c th ch ra cho

bn ni ct gi nhng c s d liu c bit m bn cn hin c trong th vin ca h.- Thng tin t cc nhm v hip hi kinh doanh: Phng Cng nghip v thng mi ti a

phng c th gip bn tm kim nhng thng tin m bn cn. Bn cng c th th tm kim

s gip ca Trung tm pht trin kinh doanh va v nh c chnh ph ti tr h trcc doanh nghip v ch kinh doanh nh.- Thng tin t cc trng i hc ti a phng: thnh thong, cc gio s ti cc trngkinh doanh cng hay yu cu cc sinh vin sp tt nghip ra trng tin hnh cc nghincu c tnh kh thi v th trng ly cc chng ch tt nghip kha hc. V vy, rt c th cng l ngun thng tin c ch cho bn.- Thng tin t cc i th cnh tranh ti a phng: Nu bn ang nh bt u kinh doanhti a phng no , hy tm cc ca hng ca cc i th cnh tranh v th tm kim cc

website bn hng ca h. Hoc tm hiu mt cng vic kinh doanh tng t trong mt thnhph cng tng t nh ni m bn s bt u kinh doanh gp g v tr truyn vi nhngngi ch s hu n. iu ny s gip bn bit l do ti sao h bn sn phm/dch v v

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nhng thun li, kh khn trong qu trnh thm nhp th trng v thu ht khch hng. s l nhng kinh nghim qu bu i vi bn.- Thng tin t cc khch hng tim nng: i tng khch hng tim nng m bn cn lythng tin khng phi l bn b v nhng ngi thn trong gia nh bn, v c nh th bnmi c c hi nghe c s tht t h. l nhng thng tin gi tr v cc mong mun,s thch ca h i vi sn phm/dch v ca bn.

Nghin cu v tm kim thng tin v th trng l yu t sng cn m bo cho tngkinh doanh ca bn tr thnh hin thc. Nhiu ngi gp trc trc bi v h khng dnh thi gian cn thit nghin cu v tng kinh doanh v tnh kh thi ca n trn thtrng. Vic c y thng tin v nhng nghin cu thch hp v th trng s l bckhi u tt p cho nhng ai mi bt tay vo kinh doanh.

(theo bwpoatal)

6. C phi bn ang tm cch tng s lng sn phm tiu th?

Hin nay c mt phng php tip th ngy cng nh hng ti quyt nh mua sn phmca khch hng. l marketing tri nghim. Cch tip th ny to iu kin khch hngc c hi tip xc trc tip vi sn phm v em n cho h nhng tri nghim ng nh.

Ngy nay, vic p dng marketing tri nghim tr nn ph bin v thng dng ti nhiucng ty, c bit l nhng cng ty mun ti u t nhanh chng. Bi v, theo h, vic th

nghim v tip xc trc tip vi sn phm c th tc ng n quyt nh mua ca khchhng hn nhiu ln so vi vic qung co sn phm trn bo ch v cc phng tin thngtin truyn thng khc. Thm ch, hiu qu hn c qua li gii thiu ca bn b v ngnghip.Trong mt cuc kho st v marketing tri nghim do Cng ty Jack Morton Worldwide (mt trung tm nghin cu v marketing tri nghim) tin hnh thi gian gn y cho thy:khong s ngi tiu dng khi c hi v tc ng ca marketing tri nghim, tr lirng, vic tham gia mt s kin marketing tri nghim sng ng s lm tng kh nng xemxt vic mua sn phm ca h. Gn 60% ngi tiu dng cho rng n s tc ng n vicmua sn phm ca h nhanh chng hn.

Khng ch hiu qu trong vic thu ht cc khch hng tim nng, i vi nhm i tngkhch hng mc tiu, marketing tri nghim cng c tc dng rt ln nu s kin c tchc c hiu qu v nhm ng i tng.Bt c a im no cng c th tr thnh ni din ra cc hot ng marketing tri nghimca bn, v d: cc trung tm thng mi ln, hi ch, ca hng bn l, nh hng, hoc thmch ngay trn mt gc ph Song vn quan trng l a im c la chn phi c tcdng h tr v ph hp vi hot ng marketing tri nghim , cng nh khuyn khch vc v cho mi quan h tng tc gia khch hng v sn phm.Sau y l bn l do quan trng bn p dng chin thut marketing tri nghim nh lmt phn trong chng trnh tip th din ra hng nm ca bn:

*. Kch thch vic mua hng ngay lp tc

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Cc s kin marketing tri nghim kt hp c tnh gii tr vi c hi th nghim snphm ang tr thnh mt xu hng ph bin. V d, mt ba tic gia nh c th c bns dng nh l mt c hi cho khch hng th nghim nhng tnh nng hu ch ca nhngsn phm, iu m h khng th c c khi mua chng ti cc ca hng v siu th.Trong cuc kho st ca cng ty Jack Morton, gn 85% ph n ni rng h s li konhng thnh vin trong gia nh hoc bn b tham d mt cuc marketing th nghim sngng. 75% trong s h cho bit s k vi nhng ngi khc v s kin .Chnh cc s kin cng cho thy s khc nhau gia marketing th nghim v cc dngmarketing truyn thng khc (v d nh phn pht cc sn phm dng th min ph kmtheo phiu d thng hoc quay s x khi bn mua sn phm ) ch to ra s hng phnv kch thch hnh ng mua ca khch hng ngay sau khi c th nghim sn phm.

*. Marketing tri nghim c tc dng ln khi a mt sn phm mi ra th trng

Khi tung mt sn phm mi ra th trng, bn c rt nhiu chi ph m i vi mt s snphm con s ny c th ln ti hng triu -la. Trong khi nu bn ch l mt ng chdoanh nghip nh, ngn sch dnh cho tip th rt hn hp, chc chn bn s phi tm racch tip th v qung co hiu qu v tit kim chi ph. Lc ny, marketing tri nghim lmt trong nhng cch tip th bn nn la chn. V d, bn c th t chc mt ba tic nhtrong mt nh hng hoc khch sn v mi cc i tng khch hng tim nng n d ticv nghe gii thiu v sn phm mi. Nu mt ba tic vn cha ph hp vi nhu cu ca

bn, bn c th trnh din v thu ht khch hng mc tiu tham gia th nghim sn phm timt gc ph nh, hoc tham d mt cuc hi ch trin lm.Tuy nhin, khi t chc cc s kin marketing tri nghim, bn cn quan tm n i tng

tham d v a im t chc. Nu i tng tham d khng ng tui, gii tnh hocnhm thu nhp m bn mun nhm ti, bn s khng t c mc tiu ca mnh. Cngtng t nh vy, nu a im t chc khng ph hp vi cc nhm khch hng mc tiuv ni dung ca s kin cng rt d dn n tht bi.

*. Gip sn phm ca bn tr nn ni bt

C mt s sn phm i hi phi c s tri nghim trc tip mi khng nh v tr ca mnhtrn th trng. V d, mt ngi pht minh ra mt loi chi rt th v v vui mng asn phm ca mnh n cc ca hng bn. Nhng rt tic sau mt thi gian, chi ca

anh ta vn nm im trn cc k bn hng, chm ln gia hng trm nghn sn phm khc.iu ny s tip din mi cho n khi anh ta bt u ngh n vic p dng phng phpmarketing tri nghim vi cc bui trnh din sn phm v mi cc em b th chi mn do anh ta sn xut.Kt qu tht bt ng, s kin thu ht c rt nhiu tr em tham gia v sn phm tr nn

bn chy. Nguyn nhn l do hnh ng marketing ny nh trng tm l tr em. Chngmun c nhn tn mt v c thoi mi chi cc sn phm m trc y chng ch cth ng nhn. V cng l l do chng la chn sn phm ny, ch khng phi l sn

phm cng loi khc ca cc i th cnh tranh ca bn trn th trng.Song ngay c nhng sn phm mi v hon ton khc bit cng rt c li nu bn s dng

cc hot ng marketing tri nghim ti cc cuc trin lm hay trnh din thng mi v tiudng. Bi v khch hng c tn mt chng kin sn phm th ng, ch khng phi th tnh nh lu nay h vn thng thy.

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*. To ra mt lc lng tip th khng chnh thc cho sn phm ca bn

Cng ging nh ting rc rch ca mt dng sui, mt s tri nghim sn phm tch ccchc chn s to ra nhng cn sng k tip. Mc d, cc s kin marketing tri nghim chc th din ra trc tip v c tc dng trc mt s lng khch hng khng ln, nhng bnc th cng thm vo s nh hng do nhng ngi tham gia s k li vi nhng khchhng tim nng khc.Cuc kho st do Cng ty Jack Morton tin hnh ni trn cng cho thy 80% nhng ngi tham gia vo mt s kin marketing tri nghim s k v s tri nghim ca mnh vinhiu ngi khc. Chnh v vy, bn khng ch c c mt s tng tc hiu qu vi khchhng v to ra s tri nghim ng nh i vi sn phm, m bn cn c thm li ch t struyn khu v sn phm n nhiu i tng khch hng khc na. iu ny ng nghavi vic bn c c mt lc lng bn hng khng chnh thc truyn b nhng iu ttp v sn phm ca bn.

(Dch t Entreprenuer)

7. Sn phm mi - v cu tinh lc kh khn

Phn cui: Thc thi tng ca bnNhng sn phm mi y sng to lun l ngun nng lng mnh m cho c my tngtrng kinh doanh ca bn. Song cng nh bt c ngun nng lng no khc, bn phi bittn dng mt cch thch hp nht.

Thc thi tng ca bn

Theo nhng nghin cu trong thi gian gn y, khong 1/3 nhng tng pht trin snphm mi khng thnh cng trn thc t, thm ch, trong mt vi ngnh kinh doanh, con stht bi cn ln hn nhiu. Cch thc nng cao c hi thnh cng vi nhng tng ttl cn trng tin tng bc trn con ng pht trin sn phm mi.

Vic pht trin mt sn phm mi c th c miu t nh mt quy trnh nm giai on, btu vi vic a ra tng v kt thc l tip th sn phm hon thin. gia l nhng quy

trnh nh gi v trnh din tng sn phm, bo v tng... Di y l chi tit trntng giai on:

a ra tng. Vic a ra tng bao gm hai phn: xy dng mt tng v pht trinn cho hot ng bn hng. C rt nhiu k thut tt xy dng tng, bao gm vichuy ng cht xm tp th, nhng lin tng ngu nhin v thm ch c trong gic m. Bnc th a ra mt danh sch di cc tng v sau gn lc chng ch cn mt vi tng ha hn thnh cng nht.

nh gi v th hin nhng tng sn phm. Mi ngi u yu thch cc tng ca

mnh, nhng iu khng c ngha rng nhng ngi khc cng th. Khi nh gi mc tim nng ca nhng tng, cc kin khch quan s rt quan trng vi bn. c sgip v nhng vn k thut, nhiu cng ty a tng ca h ti cc phng thnghim, cc chuyn gia, cc cng ty pht trin sn phm v c cc trng i hc hay cc

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trung tm dch v kim tra k thut. Mt k thut c s dng kh ph bin l PIES(Preliminary Innovation Evaluation System). y l mt phng php chnh thng nhgi mc tim nng ca cc pht minh v tng.

Bo v tng ca bn. Nu bn ngh rng tng sn phm mi rt c trin vng thnhcng, bn nn tin hnh cc bc cn thit bo v n. Phn ln nhng ai mong mun bov tng kinh doanh u suy ngh n cc vn bng bo h. Th nht, nu khng c vn

bng bo h, bn s thy rt kh khn chuyn giao cng ngh ca bn cho cc cng tykhc, cng nh rt d b sao chp. Tuy nhin, s kh mt thi gian c c mt vn bng

bo h, y l mt quy trnh phc tp, v khng t trng hp bn s cn n nhng s gip chuyn mn, v vy vic ny tr nn tn km hn. Nu quyt tm c c s bo h

php l cho tng ca bn, hy lin h vi cc lut s v nhn hiu.

Hon thnh vic nghin cu v pht trin bn thit k. Nghin cu v pht trin (R&D)

l cn thit gn lc cc bn thit k cho sn phm hay dch v mi. L ch ca mt cngty tng trng, bn s c li th tt giai on ny. Hu ht cc nh pht minh c lp ukhng c cc ngun lc ti chnh cn thit v thng ko di giai on gii thiu sn phm.Rt nhiu nh u t chn ch u t vo cc tng mi cho n khi h nhn thy r timnng th trng.

R&D cn bao gm vic pht trin sn phm mu, kim tra tnh nng s dng cng cc cim khc, v chnh sa bn thit k cho n khi bn kt thc vi mt iu g bn nghrng c th sn xut v bn ra thu li nhun. R&D lin quan ti nhiu cng vic thit yunh tip th th nghim, kim tra sn phm, phn tch cc k hoch tip th v xc tin bn

hng, nghin cu chi ph, L bc cui cng trc khi bn bt tay vo tung sn phm rath trng, R&D c l l giai on quan trng hn c.

Xc tin v tip th sn phm ca bn. Gi y bn c sn trong tay mt sn phm bn, n lc tin hnh cc hot ng xc tin, tip th v phn phi. Nhiu quy tc cp dng vi cc sn phm hin ti cng c p dng i vi vic xc tin, tip th v phn

phi sn phm mi. Tuy nhin, nhng sn phm mi cn mt vi mnh kho mi. V d,trong hot ng xc tin - tip th sn phm mi, bn c th s phi tip xc vi rt nhiukhch hng tim nng, v vy, bn cn a ra mt ci g mi m m h cha tng thytrc y. i vi sn phm mi, do khng nm chc hon ton v th trng thc t, v

vy, hot ng tip th ca bn s phi rng ln v bao qut hn. Cui cng, bn c th cnkim tra mt vi knh phn phi hon ton mi cho n khi bn thy c mt ni thchhp nht bn sn phm.

Duy tr v gi gn dng sn phm hin ti

Nu bn thy bn thn ang phi i mt vi mt dng sn phm suy thoi, hnh ngchun xc nht cha hn l nhanh chng pht trin nhng sn phm mi. Vn ny i hi

phi c thi gian v nhng tnh ton, phn tch cn trng. Di y l mt vi la chntrc mt:

Khng lm g c. Thi ny biu l: Hot ng kinh doanh vn ng hng v n lcn s phi tin ln. Mt trong nhng hot ng cn thit khi bn vn tip tc bn sn phmhin ti m bn cho rng khng c trin vng l ngng u t tin bc vo n. Thay vo

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y, bn c th n gin bn rt ht li nhun c th c c v s dng khon tin nyu t cho nhng sn phm mi ha hn hn.

Tm kim nhng th trng thch hp. ngoi kia vn cn c nhng cng ty sn xut bngmy ch, ai ko nga, my in kim, Nhu cu cho mt sn phm him khi b trit tiuhon ton. Lun c nhng khch hng khng ngng mua cc sn phm li thi m khngquan tm ti nhng sn phm hin i. Nu phc v tt nhng th trng nh vy l bn cth tr thnh ngi ng u. V nu iu ny xy ra, bn c th ti a ho li nhun thm ch, bn c th thu c li nhun nhiu hn vi mt sn phm khc c th phn va

phi mt th trng ang tng trng mnh.

Gi sn phm lun ti mi

Cho d bn gi gn mt dng sn phm c hay pht trin cc sn phm mi, chc bn

u mun mnh lun v tr dn u th trng. Di y lm mt vi cng vic thc t bnc th thc hin chc chn rng sn phm ca bn lun tui mi v hp dn:

Lun cp nhp cc thay i cng ngh. Cc trnh duyt x l vn bn thay th my ch,v voice message thay th cch thc mi ngi s dng in thoi. Nhng thay i v cngngh lun tc ng n hot ng kinh doanh ca bn. S tt hn c nu sn phm ca bnlun theo kp xu hng pht trin cng ngh quan trng!

Thy trc nhng thay i trong nhu cu ca khch hng. Nu bn mun cc khch hnglun trung thnh vi mnh, th bn phi lm cho h bit rng bn lun p ng mi yu cu

ca h.Theo st hnh ng ca cc i th cnh tranh. Vic theo st hnh ng ca cc i th cnhtranh cho php bn nhn bit khi no h thnh cng vi nhng k hoch pht trin sn phmno . Hy xy dng mt h thng thu thp thng tin v cc i th cnh tranh gip bnlun nm r mi hnh ng ca h c cc k hoch kinh doanh thch hp hn.

m bo tng thch vi nhng xu hng thay i trn th trng. Khng c g thay thc vic cho i tai v i mt lun m rng. Hy khng ngng nng cao nhn thcca bn v th trng xung quanh. Hy thy trc c nhng xu hng thay i trong

tng lai. V hy bit c tt c nhng g bn c th bit v cc khch hng cng nh vcc khch hng ca khch hng.

Cui cng, nh mt quy tc chung, vic pht trin sn phm mi s ko theo s tng trng.Nhng cc quy tc cng c th b ph v. ng nhanh chng rung ry nhng sn phmhin ti vn gip bn c c thnh cng nh ngy nay, tr khi bn nh gi cn trngtt c cc la chn. Trong kinh doanh, ging nh ti phng khiu v, vic tm c mt bnnhy thch hp l v cng tuyt vi.(theo bwportal)

8. Bin li n thi thnh... tin!

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Tip th xa xa thng gn lin vi... ci ming ca ngi tiu dng. V ngy nay, sau hnglot pht kin mi v marketing, nhiu cng ty thu ht khch hng bng cch s dng

phng php marketing virus. Mt ci tn hin i cho mt phng php xa c nh trit. Marketing virus hiu mt cch n gin l to ra nhng ln sng n thi tch cc vcng ty cng nh v sn phm/dch v ca bn.

Li n thi xut pht t u?

Pavel Karaulov mt CEO ca hng phn phi in thoi DIVIZION, Nga, v l mt tn nhit thnh ca marketing virus. Theo li ng, con ngi tin vo li n mt cch v thc.V d, khi chn mt hng du lch, mt chic -t hay mt k thut in gia dng no ,th thng tin u tin m mi ngi da vo khng phi t qung co m l t li khuynca b bn.

Theo thng k, mt ngi c th truyn mt thng tin hu ch n cho 16 ngi khc. Cntrong trng hp, l mt tin ti t th lng thch gi ca h c th gp t 4-10 ln cons trn. Li n truyn i rt nhanh ging nh virus, chnh v vy, vic to ra nhng lnsng n thi cn c gi l marketing virus.

Marketing virus khng c bt c mt s gii hn no c. Tt c ph thuc vo chnh schca cng ty, nhng bin php no h c th chp nhn v h mun c mt danh ting nhth no.

V d, mt hng qung co thc hin chin dch PR gy sc cho mt tng i in thoi

Tele2 GSM nh sau: trong thi gian cc hc sinh cui cp ba t chc l b ging cui cngca i hc sinh, mt nhm cc c gi nhng ngi mc ng phc hc sinh ci trangthnh mt b bu vo thng cui v trc ngc c eo bng vi dng ch: M i, con chac in thoi Tele2 GSM! - i trn ng ph trung tm. Chin dch PR ny dy ln mtln sng n thi v lm tng ng k danh ting ca nhn hiu ny. Tuy nhin, khng phidoanh nghip no cng cho php mnh s dng cch PR nh vy.

Im lng l vng

DIVIZION s dng marketing virus khi mun thay i thng hiu ca mnh. Vi nm

trc, hng c tn MegaPhon. Do mun pht trin th trng trn ton nc Nga, nhngngi ch ca hng ngh ra mt ci tn mi l DIVIZION. Sau , trong sut ba thnghng hon ton im lng khng a ra bt c mt thng tin chnh thc no v vic iu g xy ra vi nhng ca hng MegaPhon c.

- iu ny to ra rt nhiu li n thi t pha nhng i tc ca chng ti. Khi s quantm ln ti nh im, - Pavel Karaulov nh li, - th chng ti t chc hi ngh cc i tcdi ci tn mi - DIVIZION. S kin thnh cng rc r: rt nhiu ca hng bn inthoi di ng t cc tnh n d hi ngh, v gii bo ch cng cng b tin ny rng ritrn cc phng tin truyn thng i chng. Nu s dng nhng bin php truyn thng v

thng tin v s thay i ngay t u, th chc chn l chng ti khng t c thnh cngn nh vy.

Ba hoa bng cng ngh

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Trc khi thc hin mt chin dch virus, phi xc nh bn cn n thi thng tin nh thno. lm c iu ny, bn phi xc nh c khch hng mc tiu ca bn l ai? Hquan tm n nhng iu g? V d, nh cng ty DIVIZON, vi s tr gip ca cc nghincu makerting hng c bit gn nh 100% i tc tim nng ca mnh u s dngInternet. V vy, DIVIZION quyt nh tin hnh chin dch PR trn mng: chi ph rt thpm thng tin li n ng i tng cn nhm ti.

Khng nn s dng mt knh truyn tin duy nht. Thng tin tung ra cn c h tr bngnhng li n truyn t ngi ny sang ngi khc. DIVIZION k kt hp ng vi haicng ty qung co tm quc gia - hot ng trong lnh vc kinh doanh ca h - v vi cchng qung co a phng nhng n v thng th th trng bn a. Nhng cng ty nykhng nhng c nhim v truyn i nhng li n m cn thc hin cc chin dch qungco truyn thng khc.

Khi thc hin nhng chin dnh PR trn Internet, bn hy mnh dn hp tc vi cc cng ctm kim. Thng thng, tui th ca mt li-n-thi trn mng l khong mt thng.Sau thng tin s mt i tnh thi s. Sc sng mnh lit nht m chng t c v byngy sau khi ra i. Kt qu t c ca mt li-n-thi nh vy vo khong t 4.000-7.500 lng ngi cp nhp web site ca cng ty trong vng t 3-4 ngy. Tuy nhin, cngc nhng trng hp c bit, li n sng trn mng ti mt nm hoc hn. Nhngthng tin virus thng c truyn qua e-mail v cc cng c chat.

Ch c bn tn nhiu nht l sex v nhng ngi ni ting. DIVIZION khng s

dng nhng li n gi tnh nhng s dng ch th hai. Trn bo ch, bn hay cc nhng thng tin rng: ngi sao ny s dng in thoi di ng nhn hiu no v tisao. DIVIZION thc hin phng vn nhng nhn vt ni ting sau thm mn thmmui vo v truyn i trn mng.

Ba chin dch virus do ba nhn vin ca DIVIZION thc hin trong bn thng tng slng n t hng ca hng thng qua Internet ln 21%. Cc chin dch ny hng tinhng ngi s dng Internet trong tui t 14-30.

Tr em lm marketing

Phng Ty, marketing virus tr nn kh thng dng. Cc doanh nghip tch cc sdng cc khch hng trung thnh ca mnh. In Zone Brands Inc., mt hng ca M sn sutnc hoa qu v nc ngt cho tr em, cho rng knh truyn tin tt nht chnh l tr em. TiAtlanta, ni t tr s ca hng, c cu lc b dnh cho nhng ngi yu thch nc ngtBellyWashers do mt b gi 10 tui t chc. Nhng a tr yu thch cc sn phm ca InZone Brands cn t chc nhng hot ng t thin phn pht nc ngt BellyWasherstrong cc dp Noel ti cc bnh vin nhi ng, dn dp nhng cng vin cng cng c cmnhng l c in nhn hiu ca loi nc ngt ny, t chc cc hi ch dnh cho nhng atr trong cc gia nh thiu ngi tr ct...

Nhng iu quan trng nht tr con hon ton nhit tnh v chn thnh khuyn bn mnhkhc dng th th nc ngt yu thch ca chng. Cc hng thng tn a phng cng rtquan tm n hot ng ca fan-club ny v vy, nhng thnh vin ca n c iu kin k

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v sn phm yu thch ca mnh cho cc bn cng trang la trn cc phng tin truynthng. In Zone Brands Inc. cn thnh lp nhm c vn-tr em cho hi ng qun tr hng.

Nhng khch hng nh tui v thnh vin ca nhm ny c nh hng ti chin lc cahng trong lnh vc: chng loi mt hng; marketing; m bo s gn kt vi khch hng vngoi ra chng cn t chc nhiu hot ng di s bo tr ca hng.

In Zone Brands chi cho nhm c vn-tr em ny khong 60 nghn USD/mt nm v h chorng y l iu hon ton bnh thng. Trong vng ba nm cui, doanh s bn hng cahng tng hn gp i. Hn na, cc bc ph huynh cng rt vui khi thy con mnh yuthch cc hot ng x hi.

Tin n cng l cng vic kinh doanh

Hng BzzAgent Boston kinh doanh trn thin hng chung ca mi ngi l u mun

chia s vi nhau nhng thng tin th v. Hng c ti 25 nghn c phi vin, trong hn60% l nhng ngi hn 25 tui v nghim tc v c hai ngi l ch cc doanh nghiptrong danh sch 500 cng ty c tp ch Fortune bnh chn. Hng ngy, i ng nhngtruyn tin ca BzzAgent li c b sung thm t 30-100 ngi. Hng nhn nhng hpng qung co v ngh nhng c phi vin ca mnh k vi tt c mi ngi nhng uim ca sn phm/dch v m h thy thch th. Nhng ngi t nguyn ny nhn cnhng bn mu hng dn v chin lc thc hin marketing virus. H khen ngi sn phmmi vi nhng ngi quen v nhng nhn vin bn hng trong cc ca hng, gi thng tinv sn phm qua th in t n nhng ngi c nh hng trong x hi. V nhng nginy truyn tip nhng tin nhn c n nhng ngi khc nhng di nhng e-mail k tn

mnh.BzzAgent son tho h thng la chn nhng c phi vin ca mnh loi b nhngngi khng nghim tc. Cc ng vin phi in vo mt bn khai, trong ghi r tui,trnh hc vn, cc s thch v mc thu nhp. Cc nhn vin iu hnh ca hng s xcnh ai qung co cho sn phm mi no. Sau , nhng c phi vin s nhn c bnhng dn cch truyn tin n v bo co nhng hnh ng ca mnh vi hng.

Nhng khch hng t mt chin dch virus 12 tun vi s tham gia ca 1.000 c phi vinphi tr 85 nghn USD, cha k nhng chi ph cho cc bn hng dn hnh ng. Nhng

kt qu thu c xng vi ng tin b ra. V d, nhng ng ch ca h thng ca hngn Rock Bottom pht hin thy doanh s ca hng tng 1,2 triu USD khi nhng khch hngquen ca h bt u lm vic cho BzzAgent.

Nhng ch ong thch giao thip

Mt chuyn gia marketing ngi M - Merien Selzman, gim c pht trin chin lc camt cng ty PR tm c th nm trn th gii Euro RSCG Worlwide ni rng: gn y cccng ty c xem xt n phng n tn dng nhng ngi u tin s dng nhng sn phmmi lm my pht tin n.

Tuy nhin, nhng ngi ny thng thng li khng sn sng chia s vi ai v mt snphm m h va mi th. V vy, cc chin dch virus kh trng cy c vo h m phinhm ti nhng ngi m Selzman gi l nhng ch ong. l nhng ngi vi bn cht

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thch giao thip. i vi h, vic tn hng mt mnh nhng li ch ca mt loi sn phmmi no l khng , h lun c khuynh hng chia s iu ny vi bn b v ngiquen. Truyn v trao i thng tin l mt phn cuc sng ca h. Selzman gi nhng ngitiu dng ny l si ch quan trng ca cuc sng to ra khuynh hng v nhu cu ichng. Rt nn khuyn khch nhng ng minh bt ng ny h ni v bn v sn phmca bn vi nhng ngi khc.

Chuyn n nhng ngi bn

Cng ngh in t cho php vic trao i thng tin c din ra mt cch chp nhong.Ngy nay, mt khch hng-con ong nu thy hi lng, th h ch cn n nt l thng tintch cc v sn phm/dch v ca bn c truyn n cho 10 ngi khc. Nhiu cng ty

bit cch tn dng iu ny, h treo ln trang web ca mnh nhng bc th vi nt bnchuyn n nhng ngi bn.

Ngoi ra, hng marketing-internet Perelom cn ngh ra nhng bc nh vui nhn, nhng cuchuyn ci... v gi ti mt s a ch. Nu ngi nhn thch th h s tip tc gi nnhng ngi khc na... V ch sau vi ting s c ti hng trm ngi nhn c tin nhnny.

Hin nhin, trong tin nhn s c km mt thng tin hoc mt ng link no c th la ch dn n trang web ca cng ty bn. Quan trng l h n vi bn, cn sau ttc ph thuc vo cng ngh gi chn khch hng ca bn.

PR enTuy nhin, khng phi bt c mt cu chuyn n thi no cng em li li ch cho cng ty.Tt c nhng hng thc hin cc chin dch virus u nhn xt: khng th kim sot clung tin t u n cui. V iu kinh khng nht l nhng li n tiu cc do cc i thcnh tranh to ra. Nm 2005, trn th trng bo him Nga xy ra mt v b bi gia haihng bo him Rosgostrakh v . Thot tin, Rosgostrakh kin v truyni nhng thng tin sai lnh v hng. phi bi thng bn nguyn mt khon tinln, sau li kin li Rosgostrakh vi bn co trng y ht nh Rosgostrakh em kin.

V d thc tin

Ni dung: Nhng thanh nin snh iu.

Nhim v: Hng bia Penn, Nga, mun sau mt thng tng s cc thanh nin c coi lsnh iu, sng Mtxcva, tui t 21-26, bit v nhn hiu bia mi Penns ln 10%.

Cch gii quyt: hng tha thun vi mt cu lc b Mt-xc-va hng tun t chc mtti vui snh iu. Hng chn trn cc forum trn mng v trong cc web site lm quen

nhng gng mt c hnh thc v c im thch hp thc hin chin dch virus. l20 n v hai 20 nam thanh nin c coi l snh iu. H c mi n d bui ti vui c ni n trn. Mi chng trai v cc c gi c ngh dn thm bn ngi bn

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cng l nhng ngi snh iu khc. Cc i in ca cc show-thi trang cng c min. Khung cnh cu lc b c trang tr trn nn mu ca hng v logotype bia Penns.

Kt qu: Sau mt thng, theo kt qu trng cu kin do hng tin hnh, s nhng thanhnin snh iu bit n nhn hiu bia Penns tng ln khng phi 10% m l 28%.(theo bwportal)

9. Xc nh thi im thch hp xy dng k hoch marketing

Khi c hi:Khi no l thi im thch hp nht xy dng v trin khai k hochmarketing trong nm? Rt nhiu ngi s tr li bn rng: Khng c thi im no thchhp hn hin ti.

khng ch bi v sp ht thng Hai, v cng khng c ngha l qu mun ln khoch marketing cho nm nay. Jay Levinson, ng tc gi cun sch Marketing du kchtrong 30 ngy, ni: c hai thi im thch hp nht trin khai mt chin lcmarketing. Thi im th nht l ngay by gi, ngay thi im ny v thi im th hai l

bt c khi no m bn bt tay vo kinh doanh. Nu bn b l c hi lp k hochmarketing khi bt u kinh doanh v chng c cch no thi gian quay tr li, th bn hytp trung xy dng n ngay by gi.

Hot ng marketing rt phc tp. N l tp hp ca rt nhiu chin lc v cc thnh t

khc nhau v hot ng marketing c hiu qu, vic u tin l bn phi ln k hoch,sau tp hp ngun lc kin nh thc hin k hoch m bn xy dng. Vic thit lp ramt lch trnh cho vic thc hin k hoch marketing l cch tt nht t chc cc hotng marketing ca bn. V lch trnh thc hin k hoch cng c xem nh l mt ti liulm vic cn thit m bt c khi no cn, bn c th xem li v cp nht thm k hochtrong sut c nm.

Lch trnh thc hin k hoch marketing khng phi c xy dng da trn s tng tnghay tnh v on. Bn nn tham kho v s dng biu . Trc X l trc thi gian. Trc Y lcc sng kin marketing, cc s kin hoc cc hot ng marketing bn s thc hin trong

nm k hoch.

V d, nu bn c d nh thc hin cc hot ng xc tin bn hng hai thng mt ln, btu t thng Hai, bn c th t vo trc X cc ct thng Hai, thng T, thng Su, thngTm, thng Mi, thng Mi Hai. Nu nh bn c d nh pht hnh th cho hng mithng mt ln, tn cc thng trong nm s c t trn u cc ct ca trc X tng ngvi tn hot ng pha bn tri cc ct.

Lm cch no bn c th ln c mt lch trnh thc hin cc k hoch marketing trongnm? Cc hot ng marketing no bn s thc hin? Tt c cc tng marketing xut

hin bt cht nu ch nm im trong u ca bn, chng s chng c ngha l g c, nhngbit u nu em p dng, n s tr nn rt c ngha v mang li hiu qu bt ng. Hycn bng cc hot ng marketing vi nhng hot ng khc bn cn lm trong kinh doanhca bn. Ln k hoch cho nhng g bn c th lm phi trn vn, y ch khng phi

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ch a ra mt cch hi ht, na vi. V vn u tin m bn cn phi xem xt trc khia ra cc tng ca mnh vo ma trn, l s ph hp, tnh thc t v kh nng tichnh.

S dng lch trnh c th cho mt k hoch marketing cho php bn lm c bn iu sauy i vi cc hot ng marketing ca mnh:

*. Gip bn c th t chc, phn loi v u tin thc hin cc tng v hot ngmarketing trong nm.

*. Gip bn pht hin v t cc hot ng marketing vo ng v tr.

Nu c qu nhiu ct trn trc X c ngha l bn nn m rng cc hot ng kinh doanh camnh. Tuy nhin, nhiu khi cc tng v hot ng marketing a ra trong lch trnh ch l

kt qu ca cc hot ng kinh doanh mang tnh thi v v da trn thi quen mua hng cangi tiu dng. V d, cc hot ng bn l s din ra mnh vo qu th ba trong nm, vrt nhiu hot ng khuyn mi, gim gi s c thc hin trong qu th t, v l maca ngh ngi v du lch.

*. Gip bn loi b cc khong trng trong hot ng marketing.

Vic thc hin mt k hoch dy c cc hot ng marketing s khin cho cc sn phmca bn lun trong s la chn ca khch hng hin ti, cng nh l c hi tt vn ticc khch hng tim nng. Mc tiu quan trng ca bn i vi cc hot ng marketing l

phi ginh c v tr u tin trong nhn thc ca khch hng. Tnh kin nh, trc saunh mt l mt cha kha quan trng, v iu ny ch c c khi cc hot ng marketingc nhc i nhc li nhiu ln trong nm. V vy, hy loi b nhng khong trng tronghot ng marketing ca bn.

*. Gip bn nh gi mt cch d dng hn cc hot ng marketing.

Vo thi im cui nm, hoc bt c qu no hoc thi im no m bn nh ra, hyphn loi cc hot ng v tng sng to. Bn c th s dng cch phn cp tm quantrng, xp theo th t t 1 n 10. Hoc bn cng c th s dng phn loi n gin hn,

theo th t A, B, C.Nu nh cc tng sng to mang li hiu qu cho hot ng kinh doanh ca bn, hynh du n li. Nu nh n mang li thnh cng va phi, hy xp n v tr trung bnh.Cn nu n khng hot ng hiu qu hoc kh thc hin, hy xp n vo v tr thp.

Gi tr thit thc ca hot ng ny l: khi bn ln k hoch marketing cho nm tip theo,hy xem xt v p dng li nhng hot ng mang li hiu qu v nhng g c bnnh gi cao. C nh, ci tin hoc cng c th ct bt cc hot ng m bn xp vo mc trung bnh. Cui cng, loi b cc hot ng marketing m khng mang li hiu qu no

c.

y l nhng gi tr m vic lp lch trnh c th thc hin cc k hoch marketing smang li cho bn. Hy lm nhng g m bn thy cn thit phi lm cho hot ng kinh

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doanh ca mnh. Bn c th ln k hoch cho tng qu, nu thy vic ny d dng hn chovic ln k hoch cho hng thng. Mt khi bn lp ra c k hoch marketing, hy theost v kin tr thc hin n. Cc thnh cng trong kinh doanh s n vi bn.(theo bwportal)

10. Mt xch gia bn hng v qung co

Liu gia hot ng bn hng v qung co c tn ti mt mt xch no khng? Cu trli l c. Nu bn bit cch xy dng mt li cho hng hiu qu, bn s vit ra c nhngni dung qung co tuyt vi.

Khng t ngi ngh rng c mt s khc bit gia nhng nhn vin bn hng v nhng

ngi vit qung co. Nhng v c bn, h cng lm nhng iu tng t nhau, ch khc phng thc truyn ti m thi.

V vy, thm ch, trong trng hp bn cha bao gi vit qung co nhng nu bit cchlm th no bn hng hiu qu, bn hon ton c th t mnh xy dng mt qung co ttcho tt c cc phng tin truyn thng khc nhau.

Di y l nhng phng thc c th c th gip bn:

u tin hy hnh dung n vic xy dng mt li cho hng ti mt ngi m bn cha

tng bao gi gp mt v bit rt t thng tin v ngi .

Bn n gin ch cn da vo cc kin thc v sn phm v b qua nhng n ci lp lnh,ci nhn thin cm cng s thu hiu hon cnh. Bn s phi vit ra mt cch r rng v ngin v:

1/ Nhng g bn cho mi khch hng?

2/ K hoch thc thi nhng cho mi ra sao?

3/ Ti sao li cho hng ca bn li tuyt vi hn cc i th cnh tranh?

Xin chc mng. Bn va vit xong mt qung co c bn. Hy gi n ti mt vi ngi vxem chuyn g xy ra. Nu bn ni ra c iu g ng nghe, bn dng nh honthnh mt giao dch bn hng.

By gi hy t chc, sp xp nhng suy ngh ca bn thnh mt vi t ng sc tch nht c th nu gi c s ch ca cc khch hng tim nng.

Hy nh, cng ngn gn v sc tch bao nhiu cng tt by nhiu. y chnh l cha kho

thu ht s ch ca mi ngi. Khng g tt hn mt l th bn hng di khng qu mttrang giy.

Xc nh nhng thng ip ngha nht trong li cho hng ca bn v a n ln u tin.

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Lc ny bn bt u bc vo vic thuyt phc khch hng. Hy m u tht n tngnu bn mun thy nhng kt qu tt. V bn cn m bo rng l nhng lun im ngin nhng th hin s ton tm ton . Nhng qung co yu km thng c nhng lunim phc tp v c phn min cng.

Ct sa nhng g bn vit c th c c to t u n cui ch trong vng mt pht.

Bn xy dng xong mt qung co truyn thanh. Phn ln nhng ngi mi bt u uvit nhng qung co m phi mt n 90 giy mi c ht c. Hy thu gn n trong 60giy. Mt chuyn gia qung co thc th c th to ra thng ip qung co c th c xongtrong cha y 30 giy. V nhng ngi gii nht s ch cn n 15 giy cho mt qung coca h.

T t m rng kch thc ca bn cho hng v b sung cc hnh nh hay minh ho cngc.

Tht tuyt vi. y chnh l mt qung co bt mt trn bo ch. V n s tng cng tnhhiu qu cho tt c nhng g bn th hin trn radio! Bn ang bt u mt chin lc qungco ton din. Hy tip tc iu ny v mi ngi s nhn nhn rng bn thc s bit rnhng g mnh ang lm.

Thay v nhng hnh nh tnh, bn hy th s dng mt vi on video hnh nh y mnhhiu ng tc ng ca bn cho hng.

l mt qung co truyn hnh tuyt vi. Chin lc tip th ca bn tr nn mnh mhn. Vn ng quan tm duy nht l liu bn c d d ti chnh qung co trntruyn hnh vi mt tn sut thch hp. Nu c nh vy, tht m mn. Nu ngn qu ca

bn kh eo hp, bn s cn la chn mt phng tin truyn thng thch hp nht.

By gi hy ng tt c ln trn trang web.

Hy s dng trang web nh mt cng c 24/24h qung b v o su thm cc mi quanh vi khch hng. Hy web tr thnh mt nhn vin bn hng chuyn nghip, thm ch

c khi bn khng c k hoch giao dch tin bc trc tuyn. Trang web cng ty bn nn lmt kho cha mang tnh t chc cao nhng li khuyn chuyn mn v ngh thut bn hngtrong cng ty.

Chia tch qung co ca bn thnh nhng phn nh s dng lm minh ho cho nhng lncho hng trc tip vi khch hng. Nu bn bn hng bng vic s dng nhng thng tinth v v hu ch theo mt phong cch r rng v logic, bn khng nhng l mt nh bnhng tuyt vi m cn l mt nh vit qung co mch lc.

Vit qung co n gin l ngh thut bn hng c t chc. Cng vic ny thm ch c

xy dng trn c s nhng xc tin bn hng, nhng li cho hng hiu qu. V ngc li,lun c nhng yu t a bn t mt bi vit qung co n gin n vic hon thin cchcho hng:

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1/ Vit mt qung co cho nhng g bn n lc bn hng.

2/ Thu li qung co ca bn trn my tnh hay cc thit b ghi m khc.

3/ Lng nghe nhng g bn ghi m.

4/ Chnh sa bn tho.

5/ Thu gn li n ln na, ln na cho n khi bn khng th hon thin n tt hn.

6/ Khi bn nh k trong tm tr, hy t mnh gi i cc qung co cho khch hng.

Nhng li gii thiu trn tru v sc tch r rng s loi b nhng ci nheo my ca khchhng, ng thi gia tng doanh s bn hng.

Theo quan im ca nhiu chuyn gia, hot ng bn hng qua cc qung co hay t mnhbn hng trc tip u lin quan ti vic truyn ti nhng suy ngh thch hp theo mt th tthch hp.

ng bt c ai ni vi bn rng thng tin c a ra trong cc qung co bo ch thnhcng phn no khc vi nhng ni dung th direct-mail, qung co truyn thanh, truynhnh hay bt c dng qung co no khc.

Ni dung ca hot ng bn hng v qung co ging nhau v chng u bao gm nhng

tng hay v vic truyn ti bng nhng t ng thch hp. Nu bn mun qung co cngpht huy hiu qu tng t ging nh bn hng, hy m bo thng ip qung co baohm tt c nhng g bn mun ni khi tr chuyn trc tip vi khch hng.

(Dch t Smallbusinessbrief v Entrepreneur)

11. Th no l vi-nhn hiu v vi-marketing?n vilng nhn hiu Stradivarius t lu ni ting trn th gii

Lm th no sn phm/dch v ca bn c th tiu th gp i gp ba trong vng mythng? Liu mt chin dch qung co trn TV vo nhng gi cao im c th gip bn lmc iu ny khng? Trn thc t, c mt vi cng ty nh bn c sn phm ca mnhra khp th gii v t c mc doanh thu n tng. Trong khi , chi ph dnh chomarketing ca h li rt thp. Thnh cng ca h gn lin vi hai khi nim: vi-nhn hiu vvi-marketing.

Hugh Macleod mt chuyn gia ni ting trong lnh vc marketing vi-nhn hiu(micromark) l ngi ln u tin a ra khi nim ny vo cui nm 2004. Trongquyn sch Vi-nhn hiu ton cu ni ting, ng tng kt ngn gn: Vi-nhn hiu l

mt nhn hiu nh, siu nh nhng sn phm ca n c ra bn trn ton th gii. nhngha qu l n gin. Vy th nhng nhn hiu no c th coi l vi-nhn hiu, v nu quthc chng c tn ti, th lm th no c th to dng c chng?

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Mc d, vi-nhn hiu l mt khi nim tng i mi m, nhng thc ra nhng nhn hiunh c bit n trn ton th gii c t lu. Tuy nhin, c c danh ting ton cu,nhng nhn hiu nh ny phi tri qua mt qung thi gian rt di thng qua nhng cuchuyn truyn khu ca nhng ngi bit n chng. Trc khi Internet xut hin, xydng c mt danh ting nh vy i hi phi rt kin nhn v bn b.

V d v nhng vi-nhn hiu ny l: nc st Tabasco (t u th k XX c bit n ngoi bin gii nc M); n vilng Stradivarius; bnh m que ca Php (baguette)

Thng tin v cch qung b gn lin vi nhng nhn hiu ny c th nh ngha bng mtcu Word Of Mouth Marketing (WOM) hay marketing truyn khu. Trc y, WOM dinra rt chm chp. Cn trong thi i ngy nay, vi s tr gip ca Internet, WOM tr thnhmt cng c marketing hiu qu v nhanh chng.

Chng ta c th n c mt v d: mt ngy trc khi Windows c cng b, thng tin vn b r r, n ti cng ngy th tn Windows xut hin trn mt s blog v n sngth trn vi trm blog c lin quan n k thut. WOM ngy nay l nh vy. Bn ch cnchm ngn la ng ch cn thit, mt chc sau m chy loang ra khp th giimng.

Blog, cc phng tin thng tin x hi, cc forum... l nhng cng c giao tip c nhnc dn mng tch cc s dng. Internet lm thay i hon ton cch giao tip v emli mt kh nng tip cn khch hng mi.

Cui cng, c l c mt cng c lin kt gia nhn hiu v giao tip. Thng quaInternet bn c th kt ni c c hnh tinh. cc cuc ni chuyn c hiu qu bncn phi c uy tn v thc s thu ht c khch hng.

Cng thc thnh cng ca mt vi-nhn hiu

Nhng ai thnh cng trong vic xy dng vi-nhn hiu? Hugh Macleod, mt ngi sngtrong mt ngi nh nh mt tnh l ca nc Anh, to ra hai vi-nhn hiu thnh cng:English Cut ca hng thi trang London v Stormhoek mt nh sn xut ru vangnh nc Cng ha Nam Phi. Nu ni v English Cut, th sau khi blog gii thiu v ca

hng do Hugh Macleod qun tr hot ng, doanh s bn nhng b com-l vi gi... 4.000-la ca English Cut tng ln khng phi 20% hay thm ch l 50% m l gp ba ln.

Cn i vi Stormhoek, sau 10 thng blog v hng hot ng, hng bn c 50.000 chairu vang. Vy iu g xy ra? Blog thay i tn gc r phng php m Stormhoek s dng thu ht nhng khch hng u tin ca mnh thng qua cc siu th. Nhngkhch hng hin ti ca hng l nhng ngi mua trn mng. Blog to ra s thay i ctnh quyt nh trong ni b cng ty v c cch bn hng, Hugh Macleod tng kt, Cho dl bn dng phng php vi-marketing qung b mt nhn hiu nh hay mt nhn hiuln th u phi nh nhng im mu cht sau y:

1. Nu ch c gng to ra uy tn thi th vn cha m bn phi c uy tn thc s, khngth c s tha hip trong vn ny. Nu bn cha hiu bn cht ca vic giao tip trn

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Internet, cch xy dng cc knh giao tip vi-marketing v s dng chng qung b nhnhiu, th tt nht bn ng vi thc hin tng ca mnh.

2. Hy tm cch li cun mi ngi tham d vo cc hot ng v to iu kin h ttho lun vi nhau.

3. Hy ni v nhng vn quan trng v gy n tng khu gi s ch ca mingi.

4. Khng nhng ch truyn i nhng thng tin m bn cn phi chm ch lng nghe. Hylm cho khch hng tin rng bn ang nghe nhng li h ni. thnh cng, bn cn phikin nhn, bit cch giao tip v thnh thong phi thm mm thm mui vo cu chuyn.Chnh nhng gia v ph php ny s lm cho mi ngi ho hng tham gia vo cuchuyn ca bn. c th tm c loi gia v thch hp, bn phi cm nhn c nhng

mong i ca khch hnh v kho lo a n vo cu chuyn theo cch thc m h mongmun. C th ni, y ging nh mt tr chi tm l m phn thng s thuc v nhngngi hiu r mnh ang ni chuyn vi ai.

Cc nhn hiu Stormhoek i English Cut lm c nhng iu mu cht ni trn.

Th no l vi-marketing?

Nu chng ta cho rng: cc vi-nhn hiu xy dng knh thng tin v s giao tip vi khchhng bng mt cch thc c bit v cha c tin l, th chng ta cng c th s dng khi

nim vi-marketing (micromarketing) miu t hot ng marketing ca cc vi-nhn hiu.Vy c phi vi-marketing cng ging vi marketing, ch c iu phm vi hot ng nhhn v hng ti mt lng khch hng cng nh hn so vi marketing thng thng?Cu tr li l khng hn.

Chng ta c th nh ngha khi nim vi-marketing nh sau: l mt hot ng marketingc bit v khng s dng nhng cng c truyn thng tip cn vi khch hng; hotng da trn s giao tip gia hai c nhn thng qua nhng phng tin truyn thng xhi hoc nhng li truyn khu. Phng tin truyn thng x hi l mt khi nim gn linvi Internet. l cc thit b dng chia s kin, quan im, kinh nghim, suy ngh

thng qua: mt on vn; cc hnh nh; on bng video hay m thanh. Nhng phng tintruyn thng x hi thng dng nht hin nay l: blog; forum; videoblog; podcast (onbng ghi m c th ti xung t trn mng).

Flickr mt web chia s hnh nh trc tuyn vi b su tp ln ti vi chc triu nh lmt v d v s thnh cng ca vi-marketing. y l sn phm ca cng ty Ludicorp zVancouver, . Web site ny u tin c qung b thng qua cc blog ca nhng nhn vinMicrosoft v ngy cng c nhiu ngi bit n, hai nm sau ngy thnh lp (2006),Yahoo! mua li Flickr vi gi 30 triu USD.

Thay i khng c ngha l cht

...S hi trc nhng thay i chnh l cht. y l khu hiu km hnh v trong bi vitca Hugh Macleoda v vi-nhn hiu ton cu. ngh v vic s dng vi-marketing c th

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lm hong s khng t cc ch doanh nghip ca nhng tp on ln. iu ny c th hiuc, Trung Quc c mt cu chm ngn c i rng: Mi ngi thy d chu vi nhngsai lm m h bit hn l mt cch gii quyt mi m h cha bit.

Vi-marketing cn lm mi ngi khip s bi mt iu khc na. Macleod khi ni v nhngkinh nghim ca mnh vi English Cut v Stormhoek, th ngoi vic nhn mnh cc thnhcng ngon mc, anh c thm rng: Bn cht ca vn khng phi l nhng tc ng bnngoi (tiu th c hng ha) m l trong ni b. Cc hot ng ca cng ty s thay ihon ton so vi ban u. Vic tin hnh vi-marketing khng ch nh du s thay itrong giao tip vi th gii bn ngoi m l vic thay i ni b t chc cng ty. Mc chca hot ng vi-marketing l chc thng tm mng ngn cch gia cng ty/nhn hiu vicc khch hng bt u mt giai on mi vi s tng tc hiu qu gia hai mi trngny. S thay i qu ln v mang tnh bn cht lm cho mt s ch doanh nghip hongs. Nhng ni chung, th vi-marketing v c bn lm n gin ha cng vic marketing

thng thng.Li ch ca vi-marketing:

Khch hng t nhn bit sn phm/dch v;Khch hng t qung b sn phm/dch v;Bn khng cn phi tip cn vi 90% nhng ngi s dng sn phm/dch v ca bn;Vic pht trin sn phm v v pht trin th trng l mt phn ca qu trnh ny;Khng cn phi s dng cc knh truyn thng b sung truyn thng giao tip vi khchhng;

Chi ph cc thp.Ni chung, vic s dng cc phng tin truyn thng x hi m c bit l blog khng emli nhng kt qu trc tip, v vy, rt kh nh gi c mc hiu qu ngay lp tc.Trong quyn s ghi chp ca Macleoda, bn c th tm thy mt dng ch ng ch :Blog l mt cng c marketing gn ging vi cht xc tc trong cc phn ng ha hc chkhng phi l ci ba vi inh. Bn nn nh rng, ai cng c th to ra cho ring mnh mt

blog, nhng iu ny khng c ngha l mi ngi u bit cch s dng blog nh mt cngc ca marketing.

S khc nhau gia marketing v vi-marketingMarketing truyn thng bt u t vic lp k hoch, v sau khi thc hin k hoch ny bnlp tc nhn thy s nh hng v thu c cc kt qu nhanh chng. Tip , s quan tmca cc khch hng i vi sn phm/dch v s gim dn cho n khi bn thc hin mtchin dch qung b mi. Phng thc marketing ny ging nh cch bn i sn: tm duvt ca cc con th, n sng v cui cng l con th b tiu dit. Ngc li, vi-marketing liging nh vic bn trng cy. Bn bt u vi nhng ht tng, sau trng n trnmt loi t thch hp v sau khi cy trng thnh bn mi bt u thu hoch qu.V vy, cng vic ny i hi phi tn nhiu thi gian v cng sc hn. Mc d, bn khng

nghe thy ting sng n no c, nhng kt qu bn vng v cng vic tng trng un.

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Vo thi im hin ti, cn rt t cc chuyn gia marketing s dng phng php mi mny. Tuy nhin, v s ngi s dng Internet ngy cng nhiu, nn trong mt tng laikhng xa s c rt nhiu doanh nghip phi tm cch thay i m hnh giao tip vi ccthng ca mnh. V vy, vic vi-marketing s ng vai tr ch o trong vic qung bv tip th sn phm s khng cn l iu g qu xa xi.(theo bwportal - Tng hp t Marketing w Praktyce)

12. Tng doanh s bn hng ch trong 30 ngy

Con s 30 ngy thot nghe c v kh khn, nhng mi vic s tr nn kh thi nu bn bitchia tch quy trnh tng th thnh nhng bc nh hn v d thc hin hn. iu quantrng bn cn nh l: Hnh ng l ngi thy ln nht ca chng ta, v cch duy nht

chng ta nhn thy s khc bit trong cng vic bn hng l phi hnh ng! Vy th ngay tby gi, hy hnh ng theo 10 bc c cp di y. Mi bc nn c dnh vingy hon tt v ch sau 30 ngy, bn c th nhn thy hot ng kinh doanh angkhi sc.

1. Gi tinh thn lc quan. Mi ngi u ni ti tm quan trng ca tinh thn trong hotng bn hng. Mt hnh ng s gip bn gi tinh thn lc quan l thi chn thnh ivi mi ngi xung quanh.

C mi 30 ngy, bn li ln danh sch nhng ngi m bn dnh nhiu thi gian nht. t

mt k hiu (+) bn cnh tn ca khch hng quan trng v gip hot ng kinh doanhca bn mt cch hiu qu. Bn cn b sung mt hoc hai tn vo danh sch ny mi thng.Nhng ngi khc trong danh sch c th c mt thi tch cc hoc tiu cc i vi bn(nhn chung l trung lp). Bn c th t con s 0 bn cnh tn ca h. Sau , c th cmt vi ngi trong danh sch lun c thi tiu cc v xem ra mun h b bn. Hy tk hiu (-) bn cnh tn ca nhng ngi ny. iu ny c th kh kh khn, nhng nu bnlm c, bn s ngc nhin khi thy s khc bit trong thi ca bn cng nh trong cchthc bn suy ngh.

2. Vch ra cc mc tiu. Nhiu ngi thng nh gi qu thp v s dng khng ng

cch mt trong nhng cng c hiu qu ny. Ln cui cng bn ngi xung vi mt t giytrng v mt mc tiu quan trng c vit trn u trang giy l khi no? Bn s ngcnhin vi nhng g bn c c sau khi tp trung suy ngh t 15 n 30 pht mi tun. Bnhy c gng ln danh sch t nht 20 tng gip bn tin gn hn ti cc mc tiu bnhng ca bn. Sau la chn mt trong s hnh ng ngay lp tc.

3. Tip cn rng ri ti cc khch hng. y l mt k nng quan trng trong kinh doanh,t bn hng, tip th sn phm, gip cng ty tip cn cc th trng mi, n vic cc nhng khch hng mi. Bn c th ngh khch hng c gii thiu v bn cho nhngngi quen ca h, gi i cc thng tin hu ch ti cc khch hng tim nng, v tham d

cc bui trin lm thng mi ln ti a phng,... Bn c th gii m cc thng tin quantrng v khch hng tim nng - chng hn nh s thch, kh khn kinh doanh v khc mcc nhn ca h l g - sau nghin cu thng tin v cc d liu khc c th cn thit chokhch hng, bn s thu ht c s quan tm ca h.

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4. t ra cc cu hi. Phn ln cc nhn vin bn hng u rt thch c ni, trong khiphn ln cc khch hng li thch cc nhn vin bn hng phi lng nghe h. V vy, knng nghe tt l mt phn khng th thiu tr thnh mt nhn vin bn hng gii. Mcch ca vic ny l ngi cho bit thm thng tin v h. Cc cu hi cng l chakho thnh cng trong hot ng bn hng. Khng ai c th bn c hng nu khng hiuv khch hng v lng nghe nhng g h ni.

Ln tip theo nu bn gp g mt khch hng mi, hy dnh 70% thi gian nghe khchhng ni v 30% thi gian ni chuyn vi h. Hy to mi iu kin cc khch hngc th gii by v cc kh khn, mc tiu v mi quan tm ca h.

5. a ra mt dch v xut sc. l nhng chi tit c th to ra s khc bit. Mt chn l c minh chng qua thi gian: L do quan trng nht khin khch hng khng mua sm

l v h cm thy bn khng quan tm ti h hay th hin phn bit i x i vi h.Mi ln gp mt khch hng tim nng, bn hy hi h: C bt c iu g ti cha lmc m thc t ti c th lm phc v qu v tt hn khng?. Nhng g nhn vin bnhng nn lm l khng ngng tm kim cc vn khc mc pht sinh. Vn khc mc str thnh cc c hi mi, v mt khi chng c gii quyt, bn s c c mt khch hngtrung thnh. l v khch hng nhn thy nhng n lc ca bn v bit c bn lun snlng phc v h.

Bn hy ln mt danh sch cc khch hng quan trng nht, gi in cho h v hi: C bt

c iu g ti cha lm c m thc t ti c th lm phc v qu v tt hn khng?.Bn khng th mc sai lm nu chnh khch hng ni cho bn bit bn cn lm nhng g.

6. Khc bit ho hot ng kinh doanh ca bn. iu g s khin bn ni bt trong s cci th cnh tranh? Khch hng s nh n bn nh th no sau khi bn i th cnh tranhkhc cng nhp cuc v bt u tn cng th trng? Vic bn hiu r i hi ca khchhng v cc dch v hu mi lun rt quan trng i vi khch hng, v vy trc mi mtgiao dch bn hng, bn hy gii thch cho khch hng v iu ny. C cng ty phng vncc khch hng tho mn v ghi vo bng, sau s dng cc cu chuyn v li bnh lunca h gii ta nhng mi bn khon ca cc khch hng tim nng khc. Khng c

nhiu cng ty lm c nh vy, v n hon ton c th gip bn ni bt hn c trong nhnthc ca khch hng.

Hy ngh v iu : Bn c th lm nhng g khc bit ha hnh nh kinh doanh cabn?

7. Bn gi tr. C mt cng ty chuyn v in n in ln bc tng vn phng mt biutng th hin ba u im ni bt l Gi c, Dch v v Cht lng.

Cht lng v dch v ni bt s gip sn phm t n mt mc gi nht nh. Bao nhiu

ln bn mua sm mt sn phm hay mt dch v m sau thy rng sn phm c chtlng qu km hay dch v khng nh yu cu, bn khng th gp c ai thc mc vcc vn pht sinh? Khi mt khch hng ti gi c sn phm ca bn, chc hn h sngh: Vi cng khon tin nh th, bn s em li cho ti iu g m ti s khng th c

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c t cc i th cnh tranh khc?. C th s c ai hi bn v ba l do gii thch tisao sn phm ca bn l c nht v nh v khin h nn mua sm ngay, v th bn hy vitra t nht ba l do khc nhau, v hc thuc chng.

8. Hot ng sau bn hng. Bt c khch hng no cng u mun cm thy quyt nhmua sm ca mnh l ng n. Vic gi in cho khch hng sau bn hng, vit mt l thcm n, hay lm nhng g ng nh ha, hoc n gin ch hi xem ngy u tin cakhch hng din ra nh th no sau khi s dng sn phm/dch v ca bn s m borng cc khch hng cm thy rng h c chm sc chu o v quyt nh mua sm cah tht s c mt gi tr no .

Hy hi h: Sn phm/dch v ca cng ty chng ti p ng cc nhu cu c bn ca quv nh th no?, Chng ti c th lm nhng g qu v tip tc quay li trong nhng lnmua sm tip theo?. Bn cng nn hi khch hng v thi im thch hp nht lin lc.

Vi nhng thng tin ny, bn nn xy dng mt k hoch hu mi di hn ph hp nht ivi tng khch hng.

9. To cm gic cp bch. Nhn vin bn hng dng nh lun thc gic bn thn khngngng tin ln. H thng xuyn xem xt li hot ng ca mnh v suy ngh v cc cchthc khc nhau nhm thc y kinh doanh tng trng v hon thnh mc tiu ra. H ktthc mi cuc gi vi mt cu hi hay li trnh by rng s i n giao dch hoc s tip tc

bn tho bn hng. V d: Ti sao chng ta khng gp li nhau vo tun ti v xem li snphm mu k lng hn? hay Bc k tip ca chng ta l g?. i lc chng ta c thchm nghm trong rt nhiu cng vic m chng ta cn hi bn thn mi gi: Ti c th

lm g ngay by gi c th s dng thi gian mt cch hiu qu nht. S l mt tngtuyt vi nu bn t cu hi ny vo k hoch cng vic hng ngy.

10. Bin kh khn thnh c hi. a phn cc nhn vin bn hng u bit rng kh khnv thch thc l iu khng th trnh khi. V khi bn b nh ng, lng qun hay suy thoi,mt lot cc tc ng tiu cc s xut hin. iu quan trng l bn cn tnh to i phvi mi kh khn. Nh Henry Ford tng ni: Tht bi l c hi bn bt u li mtcch thng minh hn. Khi chng ta gp phi kh khn, chng ta phi tip tc tin tng vocc mc tiu ca mnh v gi vng mt nim tin mnh m. ng bao gi t b. Mt thi ti s lm c th hin tinh thn trch nhim sau nhng n lc khng ngng ngh phc

v khch hng, bi v nim tin, s tn nhim v s gn kt c nh km vo .Ngay t lc ny, hy y mnh hot ng bn hng ca bn; gi in cho nhng khch hngm bn tn trng thu thp nhng nhn nh, suy ngh ca h cho bc i k tip; lndanh sch nhng cng vic bn c th lm hng hot ng kinh doanh i ng hng,...Cho d bn lm bt k iu g, ng bao gi t b hoc cc kh khn ly i nhng ttp nht t bn. Vic tn cng chng bng nhng hnh ng thng minh s loi b mi khkhn v thch thc trong chin lc y mnh doanh s bn hng.

Theo bwportal

13. Marketing du kch v karatedo

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Hn bn s thc mc ti lm sao m Marketing v mn v Karatedo lng danh li c th linquan n nhau. Tuy nhin, vi tc gi Jay Conard Livision, ng c nhng pht hin thtth v v mi m v hai lnh vc tng chng nh tri ngc hn nhau ny. Bng s quanst v phn tch cn k ca mnh, tc gi khm ph c nhng nt tng ng giahnh ng, ng i li nh, cch nhn nhn mc tiu v tinh thn thng v ca mt v skaratedo vi chin lc marketing du kch, tm nhn v ch ca cc chin binhmarketing.

Khi ngi ta t trc mt mt v s karatedo mt tm vn g tht dy v chc nch, anh tas phi bit cch lm sao qut n gy ra lm i bng bn tay ca mnh. Lc ny, suyngh ca anh ta khng hng v pha tm vn g, m l tm cch tip cn n mt gc cnhthun li cho th nh ca mnh. Ci m v s ny nhn thy c, khng phi l vic anh tas b chn thng m l vic bn tay anh ta s nm bn di tm vn g gy lm i nhth no. Vi anh ta, tm vn g ch l o nh, thc t duy nht m anh ta chp nhn l tm

vn s b gy tan. c c chic ai en qu gi, mi v s karatedo khng ch phi bitn nhng l thuyt cn thit, m anh ta cn phi bit tp luyn v hnh ng.

Vi mi v s karatedo, trong nghip v ca mnh, tt c nhng chng ngi vt u cxem l o nh, ch c thnh cng trc mt mi mi l thc t. Bi vy, iu quan trng lanh ta phi bit nhn thc c o nh tn ti quanh mnh v tp trung vo nhng thc t.Sc mnh trong n nh ca anh ta chnh l kin thc tinh thng v v thut, sc mnh vs tp trung vo i phng v mc ch ca mnh. S tinh thng phi i km vi hnhng, s l hai yu t khng th thiu ca phng trnh c tn Thnh cng.

Tng t, vi nhng ngi hot ng marketing, l thuyt m khng i i vi thc tincng khng th c c thnh cng. Hnh ng l ci c bn nht trong marketing. Khngc hnh ng, s khng th c c kin thc tinh thng. Khng c hnh ng, th ngi tas ch thu c nhng o nh v s tinh thng ca mnh, s khng th thu gt c nhngtri thm Thnh cng sau mi ln nm v ng Tht bi.

Mi chin binh trong marketing du kch cn nhn ra c hai th gii tn ti trong cucsng: o nh v Thc t. S nhn thc ca h cng r rng v tinh khn, th thnh cng scng n nhanh vi h. Cha kho cho s tinh thng trong lnh vc marketing l nhn rathc t ca nhng g mnh lm. S l mt sai lm nng n nu ai dn thn vo nhng m

o nh v tng rng l thc t ca h. Vy m, bn c tin c khng, phn ln cccng dn trn hnh tinh ca chng ta (tc gi nhn mnh- phn ln) u ang nhmtng gia o nh v Thc t. Bi vy, mi chin binh trong marketing du kch phi bitcch chuyn i v iu khin nhng o nh tn ti quanh h sang thc t. V phng thcduy nht ca h, khng g khc ngoi hnh ng v hnh ng!

Nu bn i hi nhng v s karatedo v nhng ngi hot ng marketing, h s ni vi bnv th gii ca h, n tn ti ban u nh mt trng thi tinh thn. Marketing du kch snhm vo phn kt ca chin dch, vo mc ch v kt qu m nhng chin binh

marketer tranh u c c. Tinh thn ca h lc ny ch trn ngp mc ch m h vch sn, xc nh r rng mc tiu v tp trung n lc vo nhng mc tiu y, s gip hhnh ng thnh cng! iu cng ging nh vic xc nh mc tiu, cch nhn nhn cav s karatedo trc tm vn g.

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Nu nh bn ngh rng cc nhng ngi hot ng marketing c tnh kin nhn rt cao, iu cha chc ng. Tnh kin nhn v ch i qu lu cho thi im hnh ng i khi slm hng k hoch ca h. Bi vy, iu quan trng l h phi bit cch nm bt thi c!Cng ging nh Tng George Pattons ni: Trin khai mt k hoch tt ngay hm naycn hn i n ngy mai trin khai mt k hoch hon ho. H nhn thc c rng,s hon ho n thun nm nhng g h hnh ng ch khng phi tn ti nhng g hs gt hi c. Bi vy, thay v c gng bt u bng s hon ho, hy c gng lm chohnh ng ca mnh tht hon ho khi trin khai mt chin dch tn cng bng marketing.

Mt v s karatedo c c ngy hm nay phi tri quan bao th thch v kh luyn mmt ngi bnh thng e rng h s khng th lm c iu . V vi marketing cngth, bn s khng c c mi th ch trong mt ngy hay mt m. Tt c s khng din raqu nhanh chng, v nu nh vy, th thnh cng cng s ch tri qua nh nh n flash

chp nhong m thi!Khi luyn tp v thut, nhiu v s mt n hng thng tri, thm ch sau nhiu nm mic th luyn tp thnh cng, iu luyn mt th v hoc n nh tinh xo. H bit cch tptrung sc mnh vo mt im, v ly lm li th cho mnh. Nhiu doanh nghip bnkhon khng bit khi im cho mt chin dch marketing nh th no. Hoc, h bit chitit nhng bc hnh ng cn thit, tuy nhin, h li khng th trin khai hi ho v ng

b nhng bc i ca h. Bn khng cn phi qu lo lng v iu . Kinh nghim ca ccdoanh nghip thnh cng trong nhng chin dch marketing du kch l h s chia nh nhngk hoch ln ca h. Nh th s d dng hn trong vic trin khai v bn c th tp trung

ton b sc mnh ca bn vo mi phn k hoch.V bn cng phi bit c m, v bit thi hi th ca cuc sng vo nhng c m ca

bn! Nhng v s karatedo, h cng bt u t mt v ng, nhng con ng cng danhca mi ngi li khc nhau. Nhng v s lng danh nh ngy nay l nhng ngi bit cm v to dng c m cho chnh h. To nn mng cho nhng c m ca mnh s gip

bn hin thc ho nhng c m y. Cng nh khi bn mun xy mt to lu i trn khngtrung, iu quan trng nht l gii php nn mng v tr ct cho to lu i y. Vy, nhngmarketers dm uc m v kh luyn, ht mnh v uc m y cha? ng ngi ngn ra nhng tham vng, ng ngh n vic bn s khng bao gi hoc khng th thnh cng

c trong mt th trng no .Nn mng cho mi c m, trc ht phi bt u tnhng t ng. Nu bn cho rng ccv s ch cn luyn tp v thut th l mt sai lm. H cng phi bt u bng vic hcthuc, thu hiu tinh thn thng v, nhng th v v b kp gip h thnh cng. Nhngngi Ai Cp c i cho rng, t ng c php mu k l. Khi bn vit mt th g ra, iu s thnh hin thc. Bi vy, nu bn mun hin thc ho mi tng marketing ca bn,hy vit n thnh k hoch hnh ng. Thnh cng khng phi l nhng g s ngnhin n vi bn. Phi c k hoch v hnh ng, bn s gt hi c qu ngt Thnhcng!

Dch t Guerrilla Marketing

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14. Ban biet gi ve quan ly trai nghiem khach hang (CEM)

Thi gian, tin bc v cng sc m doanh nghip b ra cho vic thu ht cng nh phn tch,nh gi s tho mn ca khch hng - tt c u nhm mc ch p ng ti a cc nhu

cu ca thng . Nhng s l cha nu bn khng quan tm ti mt yu t khc khngkm phn quan trng S tri nghim ca khch hng (Customer Experience). Bn hiuvn ny nh th no?

Cc cng ty ngy nay thng tin hnh nhng cuc iu tra ln nh khc nhau theo nh knhm thu thp kin phn hi ca khch hng lin quan ti mc tho mn ca h i visn phm/dch v ca nh sn xut. Tuy nhin, mt vn ln ny sinh trong qu trnh iutra ny l cc khch hng s khng ni cho bn nhiu v nhng tri nghim mua sm khc

bit m h cm nhn c nhm gip h gia tng lng trung thnh, quay li mua smthng xuyn v sn lng gii thiu, tin c sn phm hay dch v ca bn ti bn b, ngi

thn v ng nghip ca h.

Ti sao nhng tri nghim ca khch hng li quan trng?

Nh tt c chng ta u bit, s tho mn l mt ci g lun thay i v khng ko dimi. Nhng g khin cc khch hng cm thy hnh phc vi sn phm v dch v ca bntrong mi, nm hay thm ch l hai nm gn y nht ri n mt thi im no cng skhng th p ng c nhng mong i ca mt con ngi bnh thng trn ph. Nhngmong mun, nhu cu v mong i ca khch hng lun bin i nhanh chng cng vinhng thay i ca th trng, v v vy, nhng g khin cc khch hng vui sng v ngc

nhin trong lc ny c th khng cn hiu qu na trong nhng thi im khc sau ny: hs khng cn trung thnh vi n na bi rng cng vi thi gian v mong i ngy mt caohn, sn phm, dch v th hin cc khim khuyt nht nh. V vy, vic nh gi stho mn ca khch hng ch duy nht c th em li kt qu mc hnh phc ca mtkhch hng i vi nhng giao dch mua sm hin ti.

Mt khc, nhng nghin cu gn y, c bit l nghin cu ca hng Fredrick Reicheld, cho thy rng vic nh gi v qun l nhng gi tr lin quan trc tip ti tri nghim cakhch hng khi giao dch mua sm vi nh cung cp sn phm, dch v lun hiu qu hnnhiu vic nh gi hot ng kinh doanh t nhng quan im, cch nhn nhn ca khch

hng v t s d on tt hn con s li nhun v tng trng ca cng ty. L do giithch iu ny l li nhun v tng trng thc s n t cc khch hng trung thnh -nhng ngi khng ch mua sm nhiu sn phm, dch v m cn gn b lu di vi cng tycng nh thng xuyn gii thiu v cng ty ti bn b, ngi thn v ng nghip ca h.Mt con s quen thuc t nhng nm 80 ca th k trc m hu nh ai cng bit l chi

ph gi chn mt khch hng c thp hn 9-10 ln so vi chi ph c c mt khchhng mi, v vy vic gi chn cc khch hng lun l cha kho dn ti li nhun v tngtrng kinh doanh.

Lng trung thnh ca cc khch hng gi y khng cn phi l yu t kin nh na bi n

chu s tc ng rt nhiu ca nhng bin i trong i sng kinh t, th tn dng, ti sncm c th chp, gi gas, gi cc mt hng tiu dng,.... Nhng g c nhiu ngi thanhn l lng trung thnh ca khch hng tr thnh mt khi nim nng tru gi tr(value-laden) vi rt nhiu cng vic cn lm lin quan ti mi quan h khch hng-cng ty,

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v c bit l nhn thc tm l v tnh cm ny sinh trong nhng tri nghim ca khchhng. Ni cch khc, khch hng phi cm thy tt p v mi quan h ca h vi cng ty

bn. Lng trung thnh ca khch hng mang nhiu ngha hn vic tng hp cc gi trtng phn v mt gi c, c tnh, cht lng sn phm, s dng d dng v n gin,... Ni hi mt tri nghim tuyt vi ca khch hng c tc ng n li nhun v tng trngkinh doanh.

Cc cuc iu tra s tho mn ca khch hng ch c khuynh hng cung cp nhng nhgi s b v nhng hnh vi c tc ng n li nhun v tng trng kinh doanh. Chng taiu bit r iu ny bi v mt vi nghin cu chi tit gn y cho thy khong 60-80% cckhch hng tr li l tho mn hay rt tho mn trong cc iu tra s tho mn cakhch hng nhng ri chnh h li chuyn sang cc nh cung cp sn phm, dch v khc mua sm. V do cn n mt phng php nh gi mi cc mi quan h v gi tr kinht ca khch hng - Qun l Tri nghim Khch hng (Customer Experience Management -

CEM).Qun l Tri nghim Khch hng l g?

Qun l Tri nghim Khch hng l mt cch thc nhn vo tng kha cnh n l v tngim tip xc ca mi quan h cng ty - khch hng nhm pht trin v qun l mt tringhim ca khch hng. Vic ny l c ch tm v kin nh ti mi im lin h, khc bitso vi cc i th cnh tranh, v quan trng nht, c nh gi cao bi cc khch hng.Lng trung thnh ca khch hng c da trn nhng gi tr tm l m khch hng cmnhn c khi giao dch mua sm vi nh cung cp sn phm, dch v. N s gip cc

khch hng a ra c mt kt lun tch cc v vic h cm thy tho mn nh th no khigiao dch kinh doanh vi cng ty v cc nhn vin, cho d h c mun hay khng mun tiptc giao dch kinh doanh vi cng ty, v quan trng nht, cho d h c mun hay khngmun ni nhng iu tt p v tri nghim ca h thay v nhng li l tiu cc v cng tyv v cc nhn vin.

Khi nim tri nghim khch hng khng ch c cc nh nghin cu ng h mnh m mcn nhn c s tn thnh ln ca th gii kinh doanh nh Dell Computers, khch snFour Seasons v siu th Superquinn,.... Qu thc, Feargal Quinn, CEO ca siu thSuperquinn, tng ni: Chng ta tn ti trong th gii kinh doanh bn mt tri nghim

lm vui lng cc khch hng ca chng ta. Bn mt tri nghim ch khng phi bnnhng sn phm tt nht vi mc gi c hp l nht. Nhng bn, qun l v nh gitri nghim khch hng, cc nh cung cp sn phm, dch v u tin phi tr li ba cu hisau:

Cng ty ang n lc em li Tri nghim khch hng nh th no? Cng ty mong mun khi gi nhng tnh cm g trong cc phn on th trng khcnhau? Vin cnh tri nghim khch hng ca cng ty l g?

Trong khi tr li ba cu hi trn, cc cng ty s phi nh gi nn tng c s mi quan hca h vi cc khch hng, thay v nhng giao dch mua sm gia h vi cc khch hng.Bng vic n lc nh gi v qun l cht lng cc mi quan h khch hng, cc cng tyang s dng mt phng php khc bit cho mt s tho mn khch hng n gin. Hot

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ng nh gi mi quan h khch hng yu cu cc cng ty cn hiu r nhng g c nhgi cao bi cc khch hng trong nhng tri nghim ca h - mt mc rt chi tit v klng.

Cc cuc iu tra s tho mn ca khch hng hng qu, hng nm s khng th em linhng nhn nh su rng nh hot ng qun l tri nghim khch hng c th em li biv chc chn n s thu c cc phn hi chung v sn phm, dch v v gi c. Cc cuciu tra s tho mn khch hng thng thng kh c th nh gi c nhng tc tml tnh cm ca mi quan h khch hng, v l tc ng tm l tnh cm ng vai tr chyu ti quyt nh la chn mt nh cung cp ca cc khch hng. Trong khi Qun l Tringhim Khch hng cung cp nhng d liu v cc yu t then cht ca s tho mn khchhng, cc cuc iu tra n thun s tho mn ca khch hng thng khng cung cpnhiu nhng nhn nhn thu o v vic lm th no mt cng ty c th p v pht trinlng trung thnh ca khch hng - nhn t then cht quyt nh li nhun v tng trng

kinh doanh.Qun l Tri nghim Khch hng - Hn nhiu so vi iu tra s tho mn khchhng.

Khng cn bt c nghi ng g rng Qun l Tri nghim Khch hng (CEM) ang dn trthnh mt ln sng mi trong hot ng qun l mi quan h khch hng. N vt xa vmang nhiu ngha hn l mt dch v khch hng tt. Trong mt th gii m khng ddng g tr nn khc bit, ni m cc sn phm tng t, cc mc gi tng t v nhngdch v tng t ang tr nn quy chun hn bao gi ht, s khc bit s xut hin trong

tm tr khch hng trn c s bn sc nhn hiu, nhn thc v tnh cm v cng ty; tt c sc qun l v cung cp thng qua tri nghim ca khch hng. V chnh nhng tringhim ca khch hng s to ra s khc bit cho cc cng ty, xy dng lng trung thnh vcui cng dn ti tng trng v li nhun ngy mt cao.

(Dch t Customer Service Manager)

15. Kt bn vi gii truyn thng nh th no?

Khng mt cng ty no li khng mun chim c tnh cm ca gii truyn thng, ccc t bo, truyn hnh mt ti v a tin. Di y l mt s cch thc hiu qu gipbn xy dng cc chin dch quan h truyn thng thnh cng.Nu bn ngh rng Giao t cng cng (Public Realtion) ch n thun l vic gi i cc bnthng co bo ch v ch i gii truyn thng ng ti, hy ngh li. Trn thc t, mtchin dch PR thnh cng him khi da trn nhng chin thut ngu nhin hay n l. thc y kinh doanh tng trng mnh m, bn s cn n mt chng trnh quan h truynthng hiu qu.V mt ct li, mt chin dch quan h truyn thng tp trung vo vic xy dng nhng miquan h gn b vi cc nh bo, cc nh sn xut hay cc ch bt - nhng ngi c th

truyn ti rng ri cu chuyn v bn ti nhng i tng khch hng mong mun. iuny c th gy dng thnh cng ln cho nhng sn phm/dch v mi xut hin trn thtrng hay thm ch em li hi th sinh lc mnh m cho nhng cng ty ang suy thoi.

Nhng thng ip PR to ra mt s tn nhim i vi cc khch hng tim nng ln hn

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nhiu so vi qung co, v vy, khi c s dng lin tc, cc mi quan h truyn thng cth tr thnh mt nhn t v gi trong cc chin lc tip th qung co ca cng ty bn.Di y l 4 bc xy dng mt chng trnh quan h truyn thng gip kinh doanhtng trng mnh m:

Bc 1: nh hnh mc tiu lu di.

Bng vic nhn nhn PR nh mt n lc di hn, bn c th nh hnh nn chin dch camnh da trn cc mc tiu v lu v di. Vi cc mi quan h truyn thng, bn c th nuidng nhng quan h hin ti dn dn gia tng nhn thc v sn phm/dch v, ymnh hnh nh cng ty, truyn ti nhng thng ip then cht v khng nh v th kinhdoanh ca cng ty trn th trng. Bc tranh cc mi quan h cng chng ca bn nn gnkt vi cc thng ip marketing trng tm. Ni cch khc, hy t trng tm ca cc miquan h truyn thng vo vic c c nhng thng ip qung b, truyn ti hiu qu tnh

nng sn phm/dch v bn ang cung cp.Bc 2. Tm kim phng tin truyn thng thch hp.

Khng quan tm ti i tng khch hng ca bn l ai, lun c mt khun mu phngtin truyn thng tip cn h. Truyn hnh s qung b mi th t nhng show chngtrnh tr chuyn, qung co hnh nh ng n nhng tip th a phng. Th hnh dung

bn pht minh ra mt loi vt liu b tng mi cho cc ng cao tc - s c v vn tnglm sao cho cc nh sn xut ln thy c tnh nng vt liu v dng th sn phm.Truyn hnh s hiu qu nht trong trng hp ny.

Ngoi ra cn c rt nhiu chng trnh truyn thanh, cc tp ch chuyn ngnh v cc t bohng ngy cung cp nhiu c hi xy dng mi quan h cng cng tuyt vi. Hn tt c, stng trng mnh m ca cc tp ch hng ti nhng ch trng ca th trng l mt thic ln cho cc cng ty nh ang n lc kt giao vi gii truyn thng bo ch. Nhiu hngtruyn thng cng c nhng trang web thu ht ng o khch gh thm vi i ng nhnvin bin tp ring l lun ch ng tm kim nhiu thng tin mi l.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 trctuyn v truyn thng thch hp nht, sau ln danh sch cc nh bo, ch bt hay nh snxut bn quan tm kt giao. Danh sch ca bn khng cn phi qu di. Hy ch a vo

bn danh sch nhng phng tin truyn thng v nhng nh bo tt nht gip bnhon thnh cc mc tiu PR.

Bc 3. nh hnh cu chuyn PR ca bn.

Mi quan tm hng u ca cc phng tin truyn thng l nhng cu chuyn c nidung thc s cun ht ngi xem, ngi c hay ngi nghe ca ring h. V vy, s rtquan trng vi vic lm sao cu chuyn ca bn thch hp nht vi nhu cu c th cagii truyn thng. Bn hy tr nn thn thin vi tng phng tin truyn thng m bnhng ti v cung cp nhng kiu cu chuyn hay ni dung m h ang tm kim trc khi

tip xc trc tip vi h. Cc phng tin truyn thng ngy nay lun trn ngp cc bnthng co bo ch v cc th qung co - thm ch c lc hng trm bn mi ngy tuynhin, rt t trong s thu ht c s ch c bit ca h do ni dung khng thch hp.

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Vn mu cht nm ch cc nh bo v ch bt bn mong mun kt giao s lun quantm ti vic truyn ti nhng thng tin thch hp ph hp vi c gi ca h. Nu bn cth i guc trong bng h v bit c nhng g h cn nht, bn s tr thnh mt ngi

bn tuyt vi ca h.

Bc 4. Xy dng cc mi quan h lu bn.

Mt bn thng co bo ch - thm ch c ni dung tuyt vi cng ch n thun g cnhca gii truyn thng. y l bc u tin trong mt chui cc cng vic cn lm vinhng n lc khng ngng ngh xut hin trn bo ch truyn hnh ng nh mong munca bn. Bn c th bt u vi mt bn thng co bo ch nu bn s truyn ti mt iu g thc mi m hay ng gi. Cn bng khng, bn hy gi i mt l th ng rng bnmong mun c ng ti mt tng cu chuyn no . Trong mt s trng hp, vicnhc nh gii truyn thng cho mt mun c th l rt cn thit. Bn c th gi nhng

thng ip thch hp cho gii bo ch thng qua bt c cch thc no tu thc vo yu cuv s thch ca h nh qua email, th bu in hay fax. Sau , bn gi in thoi trc tipnhng nh phi ngn gn. ng ngc nhin nu cc nh bo m bn lin lc khng gi inli rng h nhn c cc thng tin t bn v ngh bn tip tc gi. Hy nh rng: hlun ngp u trong cc thng co bo ch mi ngy.

Nhng c in thoi lin lc sau ca bn s c tc dng gii thch k hn cho gii boch bit v cu chuyn bn mong mun truyn t. Mc tiu ca bn nn l vic c gngkhm ph ra nhng nhu cu di hn ca cc nh bo v bit c bn c

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