{"id":10824,"date":"2020-06-23T09:10:44","date_gmt":"2020-06-23T02:10:44","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=10824"},"modified":"2023-12-04T13:46:50","modified_gmt":"2023-12-04T06:46:50","slug":"chien-luoc-marketing-mix-4ps-4cs-hay-3es","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/chien-luoc-marketing-mix-4ps-4cs-hay-3es\/","title":{"rendered":"Chi\u1ebfn l\u01b0\u1ee3c Marketing Mix &#8211; 4Ps, 4Cs hay 3Es | Khi marketing kh\u00f4ng ch\u1ec9 c\u00f2n l\u00e0 4P"},"content":{"rendered":"<p style=\"text-align: justify;\"><strong>Marketing Mix<\/strong> hay <strong>marketing h\u1ed7n h\u1ee3p<\/strong> l\u00e0 t\u1eadp h\u1ee3p c\u00e1c ho\u1ea1t \u0111\u1ed9ng, c\u00f4ng c\u1ee5 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 gi\u00fap hay khi\u1ebfn kh\u00e1ch h\u00e0ng mua s\u1ea3n ph\u1ea9m. N\u00f3 \u0111\u01b0\u1ee3c gi\u1edbi thi\u1ec7u v\u00e0o nh\u1eefng n\u0103m 60 c\u1ee7a th\u1ebf k\u1ef7 20, \u0111\u01b0\u1ee3c t\u1ea1o th\u00e0nh t\u1eeb 4Ps l\u00e0 Product (s\u1ea3n ph\u1ea9m), Price (gi\u00e1), Place (ph\u00e2n ph\u1ed1i), Promotion (x\u00fac ti\u1ebfn).<\/p>\n<p style=\"text-align: justify;\">C\u00f3 nh\u1eefng ch\u1ec9 tr\u00edch nh\u1eafm v\u00e0o quan \u0111i\u1ec3m 4Ps. N\u00ean \u0111\u00f4i khi ng\u01b0\u1eddi ta s\u1eed d\u1ee5ng 4Cs hay cho n\u00f3: Customer needs &amp; wants, Cost, Convenience v\u00e0 Communication.<\/p>\n<p style=\"text-align: justify;\">Sau \u0111\u00f3 l\u00e0 s\u1ef1 xu\u1ea5t hi\u1ec7n c\u1ee7a 3Es li\u00ean quan \u0111\u1ebfn ng\u01b0\u1ee1ng m\u1ed9 th\u01b0\u01a1ng hi\u1ec7u g\u1ed3m: Enable, Entice, Enrich.<\/p>\n<h2 style=\"text-align: justify;\">1-Marketing mix l\u00e0 g\u00ec?<\/h2>\n<p style=\"text-align: justify;\">Marketing mix l\u00e0 m\u1ed9t t\u1eadp h\u1ee3p c\u00e1c ho\u1ea1t \u0111\u1ed9ng v\u00e0 c\u00f4ng c\u1ee5 m\u00e0 marketer th\u1ef1c hi\u1ec7n \u0111\u1ec3 gi\u00fap cho kh\u00e1ch h\u00e0ng mua s\u1ea3n ph\u1ea9m. Chi\u1ebfn l\u01b0\u1ee3c marketing mix l\u00e0 n\u1ec1n t\u1ea3ng cho b\u1ea5t k\u1ef3 s\u1ef1 thay \u0111\u1ed5i n\u00e0o trong marketing.<\/p>\n<p style=\"text-align: justify;\">Tuy nhi\u00ean, 4Ps trong marketing \u0111\u00e3 xu\u1ea5t hi\u1ec7n t\u1eeb nh\u1eefng n\u0103m 60 c\u1ee7a th\u1ebf k\u1ef7 tr\u01b0\u1edbc, khi m\u00e0 s\u1ea3n ph\u1ea9m l\u00e0 h\u00e0ng h\u00f3a th\u1ed1ng tr\u1ecb n\u1ec1n kinh t\u1ebf. V\u00e0, n\u00f3 v\u1eabn c\u00f2n \u00fd ngh\u0129a trong n\u1ec1n kinh t\u1ebf th\u1ed1ng tr\u1ecb b\u1edfi d\u1ecbch v\u1ee5 ng\u00e0y nay.<\/p>\n<h2 style=\"text-align: justify;\">2- 4Ps trong marketing mix<\/h2>\n<h3 style=\"text-align: justify;\">Product &#8211; S\u1ea3n ph\u1ea9m<\/h3>\n<p style=\"text-align: justify;\">\u0110i\u1ec1u \u0111\u1ea7u ti\u00ean c\u1ea7n \u0111\u1ec1 c\u1eadp trong marketing mix ch\u00ednh l\u00e0 nh\u1eefng g\u00ec m\u00e0 doanh nghi\u1ec7p b\u00e1n, s\u1ea3n ph\u1ea9m. S\u1ea3n ph\u1ea9m \u1edf \u0111\u00e2y bao g\u1ed3m c\u1ea3 s\u1ea3n ph\u1ea9m h\u1eefu h\u00ecnh v\u00e0 s\u1ea3n ph\u1ea9m v\u00f4 h\u00ecnh.<\/p>\n<h4 style=\"text-align: justify;\">S\u1ea3n ph\u1ea9m \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng<\/h4>\n<p style=\"text-align: justify;\">Nhu c\u1ea7u c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 th\u1ec3 chia l\u00e0m 3 lo\u1ea1i: hi\u1ec7n c\u00f3, ti\u1ec1m \u1ea9n v\u00e0 ch\u01b0a c\u00f3 kh\u1ea3 n\u0103ng:<\/p>\n<ul style=\"text-align: justify;\">\n<li>Nh\u1eefng nhu c\u1ea7u hi\u1ec7n c\u00f3 l\u00e0 nh\u1eefng nhu c\u1ea7u \u0111\u00e3 \u0111\u01b0\u1ee3c bi\u1ebft \u0111\u1ebfn<\/li>\n<li>N\u1ebfu nhu c\u1ea7u \u0111\u00e3 \u0111\u01b0\u1ee3c bi\u1ebft nh\u01b0ng ch\u01b0a c\u00f3 gi\u1ea3i ph\u00e1p th\u00ec g\u1ecdi l\u00e0 nhu c\u1ea7u ti\u1ec1m \u1ea9n<\/li>\n<li>C\u00f2n nh\u1eefng nhu c\u1ea7u ch\u01b0a c\u00f3 kh\u1ea3 n\u0103ng (incipient) l\u00e0 nh\u1eefng nhu c\u1ea7u kh\u00e1ch h\u00e0ng ch\u01b0a bi\u1ebft<\/li>\n<\/ul>\n<h4 style=\"text-align: justify;\">S\u1ea3n ph\u1ea9m l\u00e0 m\u1ed9t b\u1ed9 t\u00ednh n\u0103ng<\/h4>\n<p style=\"text-align: justify;\">Kotler chia s\u1ea3n ph\u1ea9m th\u00e0nh m\u1ed9t b\u1ed9 t\u00ednh n\u0103ng v\u1edbi n\u0103m lo\u1ea1i: core (c\u1ed1t l\u00f5i), generic (chung), expected (mong \u0111\u1ee3i), augmented (t\u0103ng c\u01b0\u1eddng) v\u00e0 potencial (ti\u1ec1m n\u0103ng).<\/p>\n<p><strong>&gt;&gt;&gt; Xem th\u00eam: <a href=\"https:\/\/dtmconsulting.vn\/en\/nguoi-tieu-dung-khong-mua-san-pham-ho-mua-trai-nghiem\/\" target=\"_blank\" rel=\"noopener noreferrer\">Doanh nghi\u1ec7p kh\u00f4ng b\u00e1n s\u1ea3n ph\u1ea9m, m\u00e0 b\u00e1n m\u1ed9t \u201ctr\u1ea3i nghi\u1ec7m mua h\u00e0ng\u201d<\/a><\/strong><\/p>\n<h3>Price &#8211; Gi\u00e1<\/h3>\n<p style=\"text-align: justify;\">B\u00e2y gi\u1edd ch\u00fang ta h\u00e3y xem x\u00e9t y\u1ebfu t\u1ed1 th\u1ee9 hai c\u1ee7a marketing mix: gi\u00e1 c\u1ea3. Ch\u00ednh y\u1ebfu t\u1ed1 n\u00e0y c\u1ee7a marketing mix th\u1ec3 hi\u1ec7n cho kh\u00e1ch h\u00e0ng gi\u00e1 tr\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m. Nh\u01b0ng, n\u1ebfu ch\u00fang ta \u0111\u1eb7t gi\u00e1 qu\u00e1 cao, ch\u00fang ta c\u00f3 th\u1ec3 m\u1ea5t doanh s\u1ed1. Ho\u1eb7c n\u1ebfu ch\u00fang t\u00f4i \u0111\u1eb7t qu\u00e1 th\u1ea5p, ch\u00fang t\u00f4i s\u1ebd kh\u00f4ng t\u1ed1i \u0111a h\u00f3a doanh thu.<\/p>\n<p style=\"text-align: justify;\">C\u00f3 r\u1ea5t nhi\u1ec1u chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 v\u00e0 c\u00f3 nh\u1eefng c\u00e1ch kh\u00e1c nhau \u0111\u1ec3 ph\u00e2n lo\u1ea1i ch\u00fang. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t c\u00e1ch ph\u00e2n lo\u1ea1i m\u00e0 c\u00f3 l\u1ebd s\u1ebd r\u1ea5t d\u1ec5 hi\u1ec3u v\u00e0 h\u1eefu \u00edch.<\/p>\n<p style=\"text-align: justify;\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-10828\" src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/04\/Marketing-Mix-chien-luoc-gia.png\" alt=\"Chi\u1ebfn l\u01b0\u1ee3c gi\u00e1\" width=\"640\" height=\"360\" srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/04\/Marketing-Mix-chien-luoc-gia.png 640w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/04\/Marketing-Mix-chien-luoc-gia-300x169.png 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/04\/Marketing-Mix-chien-luoc-gia-260x146.png 260w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/04\/Marketing-Mix-chien-luoc-gia-50x28.png 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/04\/Marketing-Mix-chien-luoc-gia-133x75.png 133w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<h3 style=\"text-align: justify;\">Place &#8211; Ph\u00e2n ph\u1ed1i<\/h3>\n<p style=\"text-align: justify;\">Trong marketing h\u1ed7n h\u1ee3p, ph\u00e2n ph\u1ed1i \u0111\u1ec1 c\u1eadp \u0111\u1ebfn n\u01a1i s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c mua v\u00e0 c\u00e1ch s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c mua. Ph\u00e2n ph\u1ed1i l\u00e0 m\u1ed9t ti\u1ebfn tr\u00ecnh m\u00e0 cung c\u1ea5p s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 \u0111\u1ebfn tay ng\u01b0\u1eddi ti\u00eau d\u00f9ng ho\u1eb7c ng\u01b0\u1eddi s\u1eed d\u1ee5ng cu\u1ed1i c\u00f9ng th\u00f4ng qua c\u00e1c ph\u1ed1i th\u1ee9c ph\u00e2n ph\u1ed1i trung gian.<\/p>\n<p><strong>&gt;&gt;&gt; Xem th\u00eam: <a href=\"https:\/\/dtmconsulting.vn\/en\/tai-sao-phai-hieu-khach-hang-neu-muon-ban-hang\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mu\u1ed1n b\u00e1n \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m ph\u1ea3i t\u00ecm hi\u1ec3u kh\u00e1ch h\u00e0ng<\/a><\/strong><\/p>\n<h4 style=\"text-align: justify;\">C\u1ea5u tr\u00fac k\u00eanh ph\u00e2n ph\u1ed1i<\/h4>\n<p style=\"text-align: justify;\">C\u1ea7n hi\u1ec3u bi\u1ebft v\u1ec1 c\u1ea5u tr\u00fac k\u00eanh \u0111\u1ec3 c\u00f3 th\u1ec3 thi\u1ebft k\u1ebf k\u00eanh ph\u00e2n ph\u1ed1i h\u1ee3p l\u00fd nh\u1ea5t. C\u1ea5u tr\u00fac k\u00eanh l\u00e0 t\u1eadp h\u1ee3p 1 nh\u00f3m c\u00e1c th\u00e0nh vi\u00ean trong k\u00eanh \u0111\u01b0\u1ee3c ph\u00e2n b\u1ed5 nhi\u1ec7m v\u1ee5, ho\u1ea1t \u0111\u1ed9ng ph\u00e2n ph\u1ed1i r\u00f5 r\u00e0ng. C\u00e1c y\u1ebfu t\u1ed1 c\u1ee7a c\u1ea5u tr\u00fac k\u00eanh bao g\u1ed3m:<\/p>\n<ul style=\"text-align: justify;\">\n<li>Chi\u1ec1u d\u1ecdc c\u1ee7a k\u00eanh: th\u1ec3 hi\u1ec7n s\u1ed1 l\u01b0\u1ee3ng c\u00e1c c\u1ea5p ph\u00e2n ph\u1ed1i \u1edf m\u1ed7i k\u00eanh ph\u00e2n ph\u1ed1i.<\/li>\n<li>Chi\u1ec1u ngang c\u1ee7a k\u00eanh: th\u1ec3 hi\u1ec7n s\u1ed1 trung gian th\u00e0nh vi\u00ean \u1edf m\u1ed7i c\u1ea5p k\u00eanh.<\/li>\n<li>S\u1ed1 lo\u1ea1i trung gian \u1edf m\u1ed7i c\u1ea5p k\u00eanh.<\/li>\n<\/ul>\n<h4 style=\"text-align: justify;\">C\u1ea5u tr\u00fac k\u00eanh ph\u00e2n ph\u1ed1i theo chi\u1ec1u d\u1ecdc<\/h4>\n<p style=\"text-align: justify;\">C\u1ea5u tr\u00fac k\u00eanh ph\u00e2n ph\u1ed1i chi\u1ec1u d\u1ecdc th\u1ec3 hi\u1ec7n \u1edf vi\u1ec7c thi\u1ebft l\u1eadp h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i v\u1edbi 1 th\u00e0nh vi\u00ean n\u1eafm vai tr\u00f2 l\u00e3nh \u0111\u1ea1o, c\u00e1c th\u00e0nh vi\u00ean tr\u1ef1c thu\u1ed9c kh\u00e1c ch\u1ecbu s\u1ef1 t\u00e1c \u0111\u1ed9ng v\u00e0 \u0111i\u1ec1u ph\u1ed1i c\u1ee7a th\u00e0nh vi\u00ean ch\u00ednh. C\u1ea5u tr\u00fac chi\u1ec1u d\u1ecdc bao g\u1ed3m nh\u1eefng k\u00eanh ph\u00e2n ph\u1ed1i theo t\u1eebng lo\u1ea1i sau.<\/p>\n<p style=\"text-align: justify;\">K\u00eanh ph\u00e2n ph\u1ed1i tr\u1ef1c ti\u1ebfp: m\u1ed9t th\u00e0nh vi\u00ean \u0111\u00f3ng vai tr\u00f2 s\u1edf h\u1eefu, c\u00e1c th\u00e0nh vi\u00ean kh\u00e1c tr\u1ef1c thu\u1ed9c th\u00e0nh vi\u00ean n\u00e0y v\u1ec1 to\u00e0n di\u1ec7n.<br \/>\nK\u00eanh ph\u00e2n ph\u1ed1i h\u1ee3p \u0111\u1ed3ng: c\u00e1c th\u00e0nh vi\u00ean \u0111\u1ed9c l\u1eadp l\u1eabn nhau, th\u1eeba nh\u1eadn s\u1ef1 ph\u1ee5 thu\u1ed9c d\u1ef1a v\u00e0o h\u1ecdp \u0111\u1ed3ng k\u00fd k\u1ebft.<br \/>\nK\u00eanh ph\u00e2n ph\u1ed1i c\u00f3 qu\u1ea3n l\u00fd: kh\u00f4ng c\u00f3 s\u1ef1 ph\u1ee5 thu\u1ed9c r\u00f5 r\u00e0ng, m\u1ed1i quan h\u1ec7 d\u1ef1a v\u00e0o s\u1ee9c m\u1ea1nh qu\u1ea3n l\u00fd, \u0111i\u1ec1u ph\u1ed1i c\u1ee7a 1 th\u00e0nh vi\u00ean c\u00f3 ti\u1ec1m n\u0103ng.<\/p>\n<h4 style=\"text-align: justify;\">C\u1ea5u tr\u00fac k\u00eanh ph\u00e2n ph\u1ed1i theo chi\u1ec1u ngang<\/h4>\n<p style=\"text-align: justify;\">C\u1ea5u tr\u00fac chi\u1ec1u ngang do hai ho\u1eb7c nhi\u1ec1u doanh nghi\u1ec7p h\u1ecdp l\u1ea1i v\u1edbi nhau \u0111\u1ec3 th\u1ef1c hi\u1ec7n nhi\u1ec7m v\u1ee5 ph\u00e2n ph\u1ed1i.<\/p>\n<h4 style=\"text-align: justify;\">C\u1ea5u tr\u00fac k\u00eanh ph\u00e2n ph\u1ed1i \u0111a k\u00eanh<\/h4>\n<p style=\"text-align: justify;\">Doanh nghi\u1ec7p s\u1eed d\u1ee5ng song song hai ho\u1eb7c nhi\u1ec1u h\u1ec7 th\u1ed1ng ph\u00e2n ph\u1ed1i kh\u00e1c nhau, nh\u1eb1m bao qu\u00e1t \u0111\u01b0\u1ee3c th\u1ecb tr\u01b0\u1eddng, h\u01b0\u1edbng \u0111\u1ebfn kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau t\u1ed1t nh\u1ea5t.<\/p>\n<p style=\"text-align: justify;\">S\u1ef1 ki\u1ec3m so\u00e1t \u0111\u1ed1i v\u1edbi k\u00eanh ph\u00e2n ph\u1ed1i c\u1ee7a doanh nghi\u1ec7p \u1ea3nh h\u01b0\u1edfng b\u1edfi c\u00e1ch h\u1ecd thi\u1ebft k\u1ebf k\u00eanh ph\u00e2n ph\u1ed1i. C\u00e1ch ti\u1ebfp c\u1eadn d\u1ec5 ki\u1ec3m so\u00e1t nh\u1ea5t l\u00e0 b\u00e1n tr\u1ef1c ti\u1ebfp cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng (s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5). Sau \u0111\u00f3, doanh nghi\u1ec7p c\u00f3 th\u1ec3 b\u00e1n cho m\u1ed9t nh\u00e0 b\u00e1n l\u1ebb, ho\u1eb7c cho m\u1ed9t nh\u00e0 b\u00e1n bu\u00f4n ho\u1eb7c cho m\u1ed9t \u0111\u1ea1i l\u00fd. Khi \u0111\u1ed9 d\u00e0i k\u00eanh d\u00e0i h\u01a1n, s\u1ef1 ki\u1ec3m so\u00e1t \u0111\u1ed1i v\u1edbi tr\u1ea3i nghi\u1ec7m cu\u1ed1i c\u00f9ng m\u00e0 doanh nghi\u1ec7p s\u1edf h\u1eefu c\u0169ng \u00edt h\u01a1n.<\/p>\n<p><strong>&gt;&gt; Xem th\u00eam: <a href=\"https:\/\/dtmconsulting.vn\/en\/chien-luoc-dinh-gia-pricing-strategy\/\">Chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ecbnh gi\u00e1 \u2013 Pricing Strategy<\/a><\/strong><\/p>\n<h3>X\u00fac ti\u1ebfn &#8211; Promotion<\/h3>\n<p style=\"text-align: justify;\">V\u1edbi x\u00fac ti\u1ebfn, ch\u00fang ta \u0111ang n\u00f3i v\u1ec1 t\u1ea5t c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng li\u00ean quan \u0111\u1ebfn giao ti\u1ebfp v\u1edbi kh\u00e1ch h\u00e0ng. Ch\u00fang ta c\u1ea7n n\u00e2ng cao nh\u1eadn th\u1ee9c, t\u1ea1o h\u1ee9ng th\u00fa v\u00e0 ph\u00e2n bi\u1ec7t s\u1ea3n ph\u1ea9m c\u1ee7a m\u00ecnh. T\u1ea5t c\u1ea3 \u0111\u1ec3 b\u00e1n h\u00e0ng.<\/p>\n<p style=\"text-align: justify;\">Promotion l\u00e0 m\u1ed9t th\u00e0nh ph\u1ea7n r\u1ea5t quan tr\u1ecdng c\u1ee7a Marketing v\u00ec n\u00f3 c\u00f3 th\u1ec3 th\u00fac \u0111\u1ea9y vi\u1ec7c nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 b\u00e1n h\u00e0ng<\/p>\n<p style=\"text-align: justify;\">Promotion th\u01b0\u1eddng \u0111\u01b0\u1ee3c c\u00e1c Marketer s\u1eed d\u1ee5ng v\u00e0o 2 con \u0111\u01b0\u1eddng ch\u00ednh:<\/p>\n<ul style=\"text-align: justify;\">\n<li>Above the line: l\u00e0 c\u00e1c h\u1ecdat \u0111\u1ed9ng nh\u1eb1m khuy\u1ebfch tr\u01b0\u01a1ng v\u00e0 x\u00e2y d\u1ef1ng h\u00ecnh \u1ea3nh nh\u00e3n hi\u1ec7u v\u1edbi m\u1ee5c \u0111\u00edch b\u1ec1n v\u1eefng v\u00e0 l\u00e2u d\u00e0i th\u00f4ng qua c\u00e1c ph\u01b0\u01a1ng ti\u1ec7n th\u00f4ng tin \u0111\u1ea1i ch\u00fang nh\u01b0 TV, Radio, Print &amp; Outdoor Ads. C\u00e1c ho\u1ea1t \u0111\u1ed9ng n\u00e0y th\u01b0\u1eddng l\u00e0 Brand team s\u1ebd \u0111\u1ea3m nh\u1eadn.<\/li>\n<li>Below the line: l\u00e0 c\u00e1c h\u1ecdat \u0111\u1ed9ng nh\u1eb1m ph\u00e1t tri\u1ec3n th\u1ecb tr\u01b0\u1eddng ph\u00e2n ph\u1ed1i, th\u00fac \u0111\u1ea9y b\u00e1n l\u1ebb, ti\u00eau d\u00f9ng v\u1edbi m\u1ee5c \u0111\u00edch ng\u1eafn h\u1ea1n v\u00e0 t\u1ea1o hi\u1ec7u qu\u1ea3 tr\u1ef1c ti\u1ebfp, v\u00ed d\u1ee5 nh\u01b0 ph\u00e1t h\u00e0ng m\u1eabu, marketing tr\u1ef1c ti\u1ebfp (direct marketing), t\u1ed5 ch\u1ee9c s\u1ef1 ki\u1ec7n, khuy\u1ebfn m\u00e3i cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng, khuy\u1ebfn m\u00e3i cho h\u1ec7 th\u1ed1ng \u0111\u1ea1i l\u00fd v\u00e0 b\u00e1n l\u1ebb.Ng\u00e0y nay, Promotion c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c k\u1ebft h\u1ee3p v\u1edbi c\u00e1c ch\u1eef P kh\u00e1c nh\u01b0 Price (Gi\u00e1 c\u1ea3) \u0111\u1ec3 b\u00e1n h\u00e0ng v\u00e0 x\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i, Placement (Ph\u00e2n ph\u1ed1i) \u0111\u1ec3 h\u00e0ng \u0111\u01b0\u1ee3c ph\u00e2n ph\u1ed1i tr\u00ean th\u1ecb tr\u01b0\u1eddng tr\u01b0\u1edbc khi b\u1eaft \u0111\u1ea7u c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh Promotion, v\u00e0 Product (S\u1ea3n ph\u1ea9m) \u0111\u1ec3 cung c\u1ea5p c\u00e1c s\u1ea3n ph\u1ea9m kh\u00e1c nhau cho c\u00e1c k\u00eanh kh\u00e1c nhau. T\u1ea5t c\u1ea3 c\u00e1c y\u1ebfu t\u1ed1 kh\u00e1c nhau n\u00e0y s\u1ebd \u0111\u01b0\u1ee3c c\u00f9ng s\u1eed d\u1ee5ng khi qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m.<\/li>\n<\/ul>\n<h2 style=\"text-align: justify;\">3- Thay th\u1ebf 4Ps th\u00e0nh 4Cs trong marketing mix<\/h2>\n<p style=\"text-align: justify;\"><a href=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/04\/4Cs-in-marketing-mix.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-10862 lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/04\/4Cs-in-marketing-mix.jpg\" alt=\"\" width=\"800\" height=\"557\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/04\/4Cs-in-marketing-mix.jpg 955w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/04\/4Cs-in-marketing-mix-300x209.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/04\/4Cs-in-marketing-mix-768x535.jpg 768w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/04\/4Cs-in-marketing-mix-210x146.jpg 210w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/04\/4Cs-in-marketing-mix-50x35.jpg 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2020\/04\/4Cs-in-marketing-mix-108x75.jpg 108w\" data-sizes=\"(max-width: 800px) 100vw, 800px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 800px; --smush-placeholder-aspect-ratio: 800\/557;\" \/><\/a><\/p>\n<h3 style=\"text-align: justify;\"><a href=\"https:\/\/dtmconsulting.vn\/en\/su-khac-biet-giua-customer-needs-wants-va-demand\/\" target=\"_blank\" rel=\"noopener noreferrer\">Customer&#8217;s needs and wants<\/a> (Nhu c\u1ea7u v\u00e0 mong mu\u1ed1n)<\/h3>\n<p style=\"text-align: justify;\">L\u1ea5y v\u00ed d\u1ee5, Nokia. Nokia \u0111\u00e3 d\u00e0nh v\u00e0i n\u0103m cu\u1ed1i c\u00f9ng \u0111\u1ec3 h\u00f3a th\u00e2n th\u00e0nh \u0111i\u1ec7n tho\u1ea1i di \u0111\u1ed9ng s\u1ea3n xu\u1ea5t ng\u00e0y c\u00e0ng nhi\u1ec1u phi\u00ean b\u1ea3n \u0111i\u1ec7n tho\u1ea1i. Nh\u01b0ng kh\u00f4ng ai n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c th\u1ef1c t\u1ebf r\u1eb1ng kh\u00e1ch h\u00e0ng \u0111\u00e3 chuy\u1ec3n sang c\u00f3 nh\u1eefng k\u1ef3 v\u1ecdng kh\u00e1c nhau. M\u1ed9t v\u00ed d\u1ee5 kh\u00e1c l\u00e0 kh\u1edfi nghi\u1ec7p th\u1ea5t b\u1ea1i Juicero . H\u1ecd \u0111\u00e3 s\u1ea3n xu\u1ea5t m\u1ed9t thi\u1ebft b\u1ecb tr\u1ecb gi\u00e1 400 \u0111\u00f4 la, \u00e9p c\u00e1c g\u00f3i tr\u00e1i c\u00e2y \u0111\u00f3ng g\u00f3i s\u1eb5n, \u0111\u01b0\u1ee3c cung c\u1ea5p nh\u01b0 m\u1ed9t d\u1ecbch v\u1ee5, \u0111\u1ec3 l\u00e0m cho b\u1ea1n n\u01b0\u1edbc \u00e9p tr\u00e1i c\u00e2y. M\u1ed9t s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 g\u1ea7n nh\u01b0 nh\u1ea1i l\u1ea1i! Tr\u00ean th\u1ef1c t\u1ebf, ch\u00fang t\u00f4i th\u1ea5y trong b\u00e1o c\u00e1o c\u1ee7a CB Insights 2018 , l\u00fd do h\u00e0ng \u0111\u1ea7u, \u1edf m\u1ee9c 42%, th\u1ea5t b\u1ea1i khi kh\u1edfi nghi\u1ec7p, l\u00e0 thi\u1ebfu nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng cho s\u1ea3n ph\u1ea9m.<\/p>\n<p style=\"text-align: justify;\">M\u1eb7c d\u00f9 ch\u00fang ta \u0111\u00e3 th\u1ea5y l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 m\u00f4 t\u1ea3 m\u1ed9t s\u1ea3n ph\u1ea9m v\u1ec1 c\u00e1c t\u00ednh n\u0103ng, Lauterborn c\u1ea3m th\u1ea5y ch\u00fang ta kh\u00f4ng nh\u1eadn \u0111\u01b0\u1ee3c \u0111\u00fang th\u00f4ng \u0111i\u1ec7p. C\u00e1c t\u00ednh n\u0103ng r\u1ea5t tuy\u1ec7t, nh\u01b0ng n\u1ebfu kh\u00e1ch h\u00e0ng kh\u00f4ng mu\u1ed1n ho\u1eb7c kh\u00f4ng c\u1ea7n ch\u00fang th\u00ec sao? \u0110\u1ec3 gi\u1ea3i quy\u1ebft \u0111i\u1ec1u \u0111\u00f3, Lauterborn \u0111\u1ec1 xu\u1ea5t \u0111\u1ed5i t\u00ean s\u1ea3n ph\u1ea9m m\u1ed9t c\u00e1ch r\u00f5 r\u00e0ng theo \u00fd mu\u1ed1n v\u00e0 nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng.<\/p>\n<p style=\"text-align: justify;\">\u0110\u1ed1i v\u1edbi c\u00e1c d\u1ecbch v\u1ee5, ch\u00fang ta n\u00ean suy ngh\u0129 r\u00f5 r\u00e0ng v\u1ec1 c\u00e1c c\u00f4ng vi\u1ec7c c\u1ea7n l\u00e0m \u0111\u1ec3 gi\u00fap ch\u00fang ta t\u1eadp trung v\u00e0o gi\u00e1 tr\u1ecb m\u00e0 kh\u00e1ch h\u00e0ng nh\u1eadn \u0111\u01b0\u1ee3c. \u0110i\u1ec1u n\u00e0y c\u0169ng gi\u00fap ch\u00fang ta chuy\u1ec3n t\u1eeb t\u01b0 duy trao \u0111\u1ed5i gi\u00e1 tr\u1ecb c\u1ee7a h\u00e0ng h\u00f3a (\u0111\u01b0\u1ee3c g\u1ecdi l\u00e0 logic chi ph\u1ed1i s\u1ea3n ph\u1ea9m) sang logic d\u1ecbch v\u1ee5 c\u1ee7a gi\u00e1 tr\u1ecb s\u1eed d\u1ee5ng (ho\u1eb7c \u0111\u00f4i khi l\u00e0 gi\u00e1 tr\u1ecb trong b\u1ed1i c\u1ea3nh ).<\/p>\n<h3 style=\"text-align: justify;\">Cost (Chi ph\u00ed)<\/h3>\n<p style=\"text-align: justify;\">Theo Lauterborn (1990), gi\u00e1 (price) kh\u00f4ng ph\u1ea3i l\u00e0 chi ph\u00ed duy nh\u1ea5t ph\u00e1t sinh khi kh\u00e1ch h\u00e0ng mua s\u1ea3n ph\u1ea9m (h\u00e0ng h\u00f3a\/d\u1ecbch v\u1ee5). Chi ph\u00ed v\u1ec1 th\u1eddi gian ho\u1eb7c chi ph\u00ed c\u01a1 h\u1ed9i c\u0169ng l\u00e0 m\u1ed9t ph\u1ea7n c\u1ee7a chi ph\u00ed s\u1edf h\u1eefu s\u1ea3n ph\u1ea9m.<\/p>\n<p style=\"text-align: justify;\">Cost \u1edf \u0111\u00e2y bao g\u1ed3m gi\u00e1 c\u1ea3, s\u1ef1 h\u00e0i l\u00f2ng v\u00e0 gi\u00e1 tr\u1ecb.<br \/>\nMa tr\u1eadn 4Ps ti\u1ebfp c\u1eadn coi chi ph\u00ed t\u1eeb quan \u0111i\u1ec3m c\u1ee7a ng\u01b0\u1eddi b\u00e1n ho\u1eb7c nh\u00e0 s\u1ea3n xu\u1ea5t, trong khi \u0111\u00f3, chi\u1ebfn l\u01b0\u1ee3c 4Cs nh\u00ecn v\u00e0o chi ph\u00ed theo quan \u0111i\u1ec3m c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Khi doanh nghi\u1ec7p \u0111\u00e1nh gi\u00e1 chi ph\u00ed, c\u1ea7n xem x\u00e9t c\u00e1c nguy\u00ean t\u1eafc sau:<\/p>\n<ul style=\"text-align: justify;\">\n<li>M\u1ee9c gi\u00e1 n\u00e0o th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ec1 xu\u1ea5t \u0111\u1ebfn kh\u00e1ch h\u00e0ng ph\u1ea3i tr\u1ea3 cho s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 \u0111\u00f3? Doanh nghi\u1ec7p \u0111\u00e3 l\u00e0m nghi\u00ean c\u1ee9u hay kh\u1ea3o s\u00e1t kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh xem con s\u1ed1 \u0111\u00f3 c\u00f3 h\u1ee3p l\u00fd v\u00e0 h\u1ee3p l\u00fd cho m\u1ee5c ti\u00eau c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng?<\/li>\n<li>S\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a c\u00f4ng ty v\u1eabn c\u00f3 l\u00e3i v\u1edbi m\u1ee9c gi\u00e1 m\u00e0 kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n c\u00f3 th\u1ec3\/s\u1eb5n s\u00e0ng tr\u1ea3 kh\u00f4ng?<\/li>\n<li>T\u1ed5ng chi ph\u00ed ho\u1eb7c th\u1ef1c t\u1ebf c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd l\u00e0 bao nhi\u00eau \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a c\u00f4ng ty? Chi ph\u00ed di chuy\u1ec3n \u0111\u1ebfn c\u1eeda h\u00e0ng, chi ph\u00ed th\u1eddi gian l\u00e0 bao nhi\u00eau? C\u00e1c lo\u1ea1i thu\u1ebf (n\u1ebfu c\u00f3) li\u00ean quan s\u1ebd \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn t\u1ed5ng chi ph\u00ed c\u1ee7a s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 nh\u01b0 th\u1ebf n\u00e0o?<\/li>\n<\/ul>\n<blockquote>\n<p style=\"text-align: justify;\"><strong><em>Li\u1ec7u gi\u00e1 tr\u1ecb ho\u1eb7c l\u1ee3i \u00edch s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 c\u1ee7a c\u00f4ng ty cung c\u1ea5p cho kh\u00e1ch h\u00e0ng t\u01b0\u01a1ng x\u1ee9ng v\u1edbi chi ph\u00ed h\u1ecd b\u1ecf ra?<\/em><\/strong><\/p>\n<\/blockquote>\n<p>Xem th\u00eam: <a href=\"https:\/\/dtmconsulting.vn\/en\/toi-uu-hoa-roi-trong-marketing\/\"><strong>ROI l\u00e0 g\u00ec? Top 4 ph\u01b0\u01a1ng ph\u00e1p \u0111o l\u01b0\u1eddng v\u00e0 t\u1ed1i \u01b0u h\u00f3a ROI trong marketing cho doanh nghi\u1ec7p<\/strong><\/a><\/p>\n<h3 style=\"text-align: justify;\">Convinience (Thu\u1eadn ti\u1ec7n)<\/h3>\n<p style=\"text-align: justify;\">V\u1ecb tr\u00ed c\u1ee7a 4P li\u00ean quan \u0111\u1ebfn vi\u1ec7c \u0111\u01b0a s\u1ea3n ph\u1ea9m v\u00e0o tay ng\u01b0\u1eddi ti\u00eau d\u00f9ng. S\u1ef1 ti\u1ec7n l\u1ee3i c\u1ee7a 4Cs t\u1eadp trung v\u00e0o ch\u1ea5t l\u01b0\u1ee3ng c\u1ee7a tr\u1ea3i nghi\u1ec7m \u0111\u00f3. L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 kh\u00e1ch h\u00e0ng c\u1ee7a b\u1ea1n d\u1ec5 d\u00e0ng ti\u1ebfp c\u1eadn v\u00e0 mua \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m. \u0110i\u1ec1u n\u00e0y v\u1ed1n d\u0129 \u0111\u00e3 n\u1eb1m trong ph\u1ea7n Place (ph\u00e2n ph\u1ed1i) trong 4Ps, nh\u01b0ng \u00fd ngh\u0129a c\u1ee7a n\u00f3 \u0111\u00e3 \u0111\u01b0\u1ee3c \u1ea9n \u0111i.<\/p>\n<h3 style=\"text-align: justify;\">Cumminication (Giao ti\u1ebfp)<\/h3>\n<p style=\"text-align: justify;\">Trong P th\u1ee9 4 c\u1ee7a chi\u1ebfn l\u01b0\u1ee3c marketing h\u1ed7n h\u1ee3p 4P, Promotion (truy\u1ec1n th\u00f4ng), l\u00e0 th\u1ef1c hi\u1ec7n c\u00e1c c\u00f4ng vi\u1ec7c \u0111\u1ec3 truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p t\u1eeb c\u00f4ng ty \u0111\u1ebfn v\u1edbi kh\u00e1ch h\u00e0ng c\u1ee7a h\u1ecd. Ng\u01b0\u1eddi ti\u00eau d\u00f9ng gi\u1edd \u0111\u00e2y ng\u00e0y c\u00e0ng th\u00f4ng minh h\u01a1n, c\u00f4ng ty ng\u00e0y c\u00e0ng c\u1ea7n l\u00e0m nhi\u1ec1u \u0111i\u1ec1u h\u01a1n \u0111\u1ec3 c\u00f3 th\u1ec3 th\u1ecfa m\u00e3n h\u1ecd, v\u00e0 vi\u1ec7c truy\u1ec1n th\u00f4ng, giao ti\u1ebfp m\u1ed9t chi\u1ec1u gi\u1edd \u0111\u00e2y d\u01b0\u1eddng nh\u01b0 l\u00e0 kh\u00f4ng \u0111\u1ee7.<\/p>\n<p style=\"text-align: justify;\">V\u1edbi chi\u1ebfn l\u01b0\u1ee3c marketing mix 4C, truy\u1ec1n th\u00f4ng (promotion) gi\u1edd \u0111\u00e2y chuy\u1ec3n th\u00e0nh giao ti\u1ebfp (communication). Thay v\u00ec truy\u1ec1n th\u00f4ng t\u1eeb m\u1ed9t chi\u1ec1u, gi\u1edd \u0111\u00e2y b\u1ea1n c\u1ea7n giao ti\u1ebfp hai chi\u1ec1u v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ee7a m\u00ecnh. Th\u00f4ng qua giao ti\u1ebfp hai chi\u1ec1u, doanh nghi\u1ec7p s\u1ebd nh\u1eadn \u0111\u01b0\u1ee3c nh\u1eefng ph\u1ea3n h\u1ed3i. Ch\u00ednh nh\u1eefng ph\u1ea3n h\u1ed3i n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 thay \u0111\u1ed5i, t\u1ed1i \u01b0u c\u00e1c th\u00f4ng \u0111i\u1ec7p truy\u1ec1n th\u00f4ng ph\u00f9 h\u1ee3p nh\u1ea5t v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n<p style=\"text-align: justify;\">Chi\u1ebfn l\u01b0\u1ee3c 4Cs mang \u0111\u1ebfn m\u1ed9t c\u00e1i nh\u00ecn kh\u00e1c, ti\u00ean ti\u1ebfn h\u01a1n so v\u1edbi chi\u1ebfn l\u01b0\u1ee3c marketing mix 4Ps truy\u1ec1n th\u1ed1ng \u0111\u00e3 t\u1ed3n t\u1ea1i qu\u00e1 l\u00e2u trong kinh t\u1ebf.<\/p>\n<p><strong>&gt;&gt;&gt; Xem th\u00eam: <a href=\"https:\/\/dtmconsulting.vn\/en\/phan-khuc-doi-tuong-muc-tieu-de-ca-nhan-hoa\/\" target=\"_blank\" rel=\"noopener noreferrer\">C\u00e1ch ph\u00e2n kh\u00fac \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau \u0111\u1ec3 c\u00e1 nh\u00e2n h\u00f3a trong Digital Marketing<\/a><\/strong><\/p>\n<p style=\"text-align: right;\">Ngu\u1ed3n: solvinnov.com<\/p>\n<div id=\"gtx-trans\" style=\"position: absolute; left: -27px; top: 2330.73px;\">\n<div class=\"gtx-trans-icon\"><\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Marketing Mix hay marketing h\u1ed7n h\u1ee3p l\u00e0 t\u1eadp h\u1ee3p c\u00e1c ho\u1ea1t \u0111\u1ed9ng, c\u00f4ng c\u1ee5 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 gi\u00fap hay khi\u1ebfn kh\u00e1ch h\u00e0ng mua s\u1ea3n ph\u1ea9m. N\u00f3 \u0111\u01b0\u1ee3c gi\u1edbi thi\u1ec7u v\u00e0o nh\u1eefng n\u0103m 60 c\u1ee7a th\u1ebf k\u1ef7 20, \u0111\u01b0\u1ee3c t\u1ea1o th\u00e0nh t\u1eeb 4Ps l\u00e0 Product (s\u1ea3n ph\u1ea9m), Price (gi\u00e1), Place (ph\u00e2n ph\u1ed1i), Promotion (x\u00fac ti\u1ebfn). [&hellip;]<\/p>","protected":false},"author":4,"featured_media":10863,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[74,128],"tags":[644],"class_list":["post-10824","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-chia-se-kien-thuc","tag-chien-luoc-marketing",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/10824","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=10824"}],"version-history":[{"count":21,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/10824\/revisions"}],"predecessor-version":[{"id":16623,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/10824\/revisions\/16623"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/10863"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=10824"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=10824"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=10824"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}