{"id":16562,"date":"2023-11-30T14:30:16","date_gmt":"2023-11-30T07:30:16","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=16562"},"modified":"2023-12-04T11:02:35","modified_gmt":"2023-12-04T04:02:35","slug":"thach-thuc-marketing-kinh-doanh","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/thach-thuc-marketing-kinh-doanh\/","title":{"rendered":"Marketing Audit &#8211; Nh\u1eefng th\u00e1ch th\u1ee9c m\u00e0 doanh nghi\u1ec7p, marketer \u0111ang \u0111\u1ed1i m\u1eb7t ng\u00e0y nay"},"content":{"rendered":"<h2>H\u1ea7u h\u1ebft c\u00e1c c\u00f4ng ty \u0111ang g\u1eb7p ph\u1ea3i nh\u1eefng th\u00e1ch th\u1ee9c marketing n\u00e0o?<\/h2>\n<ul>\n<li>Kh\u00e1ch h\u00e0ng ng\u00e0y c\u00e0ng tinh t\u1ebf v\u00e0 nh\u1ea1y c\u1ea3m h\u01a1n \u0111\u1ed1i v\u1edbi gi\u00e1 c\u1ea3<\/li>\n<li>H\u1ecd kh\u00f4ng c\u00f3 th\u1eddi gian v\u00e0 \u0111\u00f2i h\u1ecfi s\u1ef1 ti\u1ec7n nghi nhi\u1ec1u h\u01a1n<\/li>\n<li>H\u1ecd nh\u1eadn th\u1ea5y ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m c\u1ee7a c\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t d\u1ec5 ch\u1ea5p nh\u1eadn h\u01a1n c\u00e1c th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a ng\u01b0\u1eddi b\u00e1n v\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m kh\u00f4ng c\u00f3 th\u01b0\u01a1ng hi\u1ec7u<\/li>\n<li>H\u1ecd c\u00f3 k\u1ef3 v\u1ecdng \u0111\u01b0\u1ee3c ph\u1ee5c v\u1ee5 t\u1ed1t h\u01a1n.<\/li>\n<li>S\u1ef1 trung th\u00e0nh c\u1ee7a h\u1ecd \u0111\u1ed1i v\u1edbi c\u00e1c nh\u00e0 cung c\u1ea5p ng\u00e0y c\u00e0ng gi\u1ea3m \u0111i.<\/li>\n<li><strong>Ph\u1ea1m vi th\u1ecb tr\u01b0\u1eddng r\u1ed9ng\/l\u1edbn bao nhi\u00eau \u0111\u1ec3 c\u00f4ng ty sinh l\u1eddi? (market share)<\/strong><\/li>\n<\/ul>\n<h2>C\u00f4ng c\u1ee5 marketing m\u00e0 c\u00f4ng ty \u0111ang s\u1eed d\u1ee5ng c\u00f3 v\u1ea5n \u0111\u1ec1 g\u00ec?<\/h2>\n<ul>\n<li>C\u00e1c s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd kh\u00f4ng kh\u00e1c nhi\u1ec1u so v\u1edbi s\u1ea3n ph\u1ea9m c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh<\/li>\n<li>\u0110\u1ec3 b\u00e1n \u0111\u01b0\u1ee3c h\u00e0ng h\u1ecd ph\u1ea3i \u0111\u01b0a ra nhi\u1ec1u d\u1ecbch v\u1ee5 t\u1ed1n k\u00e9m v\u00e0 k\u00e8m th\u00eam t\u1eb7ng ph\u1ea9m<\/li>\n<li>Gi\u00e1 c\u1ea3 h\u1ecd \u0111\u01b0a ra lu\u00f4n b\u1ecb \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh c\u1ea3n tr\u1edf v\u1edbi m\u1ee9c gi\u00e1 th\u1ea5p h\u01a1n.<\/li>\n<li>Qu\u1ea3ng c\u00e1o ng\u00e0y c\u00e0ng \u0111\u1eaft h\u01a1n nh\u01b0ng hi\u1ec7u qu\u1ea3 k\u00e9m \u0111i<\/li>\n<li>Chi ph\u00ed cho khuy\u1ebfn m\u00e3i qu\u00e1 l\u1edbn<\/li>\n<li>Chi ph\u00ed cho \u0111\u1ed9i ng\u0169 b\u00e1n h\u00e0ng t\u0103ng l\u00ean<\/li>\n<\/ul>\n<p>T\u1ea5t c\u1ea3 nh\u1eefng \u0111i\u1ec1u n\u00e0y n\u00f3i l\u00ean r\u1eb1ng c\u00e1c c\u00f4ng ty \u0111ang ph\u1ea3i \u0111\u01b0\u01a1ng \u0111\u1ea7u v\u1edbi nh\u1eefng th\u00e1ch th\u1ee9c n\u1eb7ng n\u1ec1 trong vi\u1ec7c c\u1ed1 g\u1eafng c\u1ea3i thi\u1ec7n k\u1ebft qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng c\u1ee7a m\u00ecnh tr\u00ean th\u01b0\u01a1ng tr\u01b0\u1eddng.<\/p>\n<h2>Nh\u1eefng v\u1ea5n \u0111\u1ec1 h\u1ecd \u0111ang g\u1eb7p ph\u1ea3i trong vi\u1ec7c x\u00e1c l\u1eadp chi\u1ebfn l\u01b0\u1ee3c v\u00e0 chi\u1ebfn thu\u1eadt marketing.<\/h2>\n<p>C\u00e2u h\u1ecfi do c\u00e1c nh\u00e0 marketing n\u00eau ra:<\/p>\n<p>1. L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 c\u00f3 th\u1ec3 ph\u00e1t hi\u1ec7n ra v\u00e0 l\u1ef1a ch\u1ecdn \u0111\u00fang (c\u00e1c) ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng?<\/p>\n<p>2. L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 t\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t trong c\u00e1ch ch\u00e0o h\u00e0ng c\u1ee7a m\u00ecnh so v\u1edbi c\u00e1ch ch\u00e0o h\u00e0ng c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh?<\/p>\n<p>3. C\u1ea7n c\u00f3 ph\u1ea3n \u1ee9ng ra sao tr\u01b0\u1edbc nh\u1eefng kh\u00e1ch h\u00e0ng mu\u1ed1n \u00e9p ch\u00fang ta ph\u1ea3i b\u00e1n cho h\u1ecd v\u1edbi gi\u00e1 th\u1ea5p nh\u1ea5t?<\/p>\n<p>4. L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 c\u00f3 th\u1ec3 c\u1ea1nh tranh \u0111\u01b0\u1ee3c v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 trong n\u01b0\u1edbc v\u00e0 ngo\u00e0i n\u01b0\u1edbc c\u00f3 gi\u00e1 th\u1ea5p h\u01a1n v\u00e0 gi\u00e1 b\u00e1n th\u1ea5p h\u01a1n?<\/p>\n<p>5. C\u00f3 th\u1ec3 \u0111\u00e1p \u1ee9ng t\u1edbi m\u1ee9c n\u00e0o \u0111\u1ed1i v\u1edbi y\u00eau c\u1ea7u ri\u00eang c\u1ee7a t\u1eebng kh\u00e1ch h\u00e0ng?<\/p>\n<p>6. C\u00f3 nh\u1eefng c\u00e1ch l\u00e0m ch\u1ee7 y\u1ebfu n\u00e0o \u0111\u1ec3 c\u00f3 th\u1ec3 l\u00e0m cho doanh nghi\u1ec7p c\u1ee7a m\u00ecnh l\u1edbn m\u1ea1nh?<\/p>\n<p>7. L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng \u0111\u01b0\u1ee3c c\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1ea1nh?<\/p>\n<p>8. L\u00e0m th\u1ebf n\u00e0o gi\u1ea3m \u0111\u01b0\u1ee3c chi ph\u00ed d\u00f9ng \u0111\u1ec3 t\u00ecm ki\u1ebfm kh\u00e1ch h\u00e0ng?<\/p>\n<p>9. L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 duy tr\u00ec \u0111\u01b0\u1ee3c l\u00f2ng trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng?<\/p>\n<p>10. L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c kh\u00e1ch h\u00e0ng n\u00e0o l\u00e0 quan tr\u1ecdng h\u01a1n?<\/p>\n<p>11. L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 c\u00f3 th\u1ec3 \u0111o l\u01b0\u1eddng \u0111\u01b0\u1ee3c k\u1ebft qu\u1ea3 thu \u0111\u01b0\u1ee3c t\u1eeb vi\u1ec7c qu\u1ea3ng c\u00e1o, khuy\u1ebfn m\u00e3i, v\u00e0 quan h\u1ec7 c\u00f4ng ch\u00fang (PR)?<\/p>\n<p>12. L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 c\u00f3 th\u1ec3 n\u00e2ng cao n\u0103ng su\u1ea5t lao \u0111\u1ed9ng c\u1ee7a \u0111\u1ed9i ng\u0169 b\u00e1n h\u00e0ng?<\/p>\n<p>13. L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 c\u00f3 th\u1ec3 thi\u1ebft l\u1eadp \u0111\u01b0\u1ee3c nhi\u1ec1u k\u00eanh b\u00e1n h\u00e0ng m\u00e0 v\u1eabn ki\u1ec3m s\u00f3at \u0111\u01b0\u1ee3c s\u1ef1 xung \u0111\u1ed9t gi\u1eefa c\u00e1c k\u00eanh v\u1edbi nhau?<\/p>\n<p>\u00b7 L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 c\u00e1c b\u1ed9 ph\u1eadn kh\u00e1c trong c\u00f4ng ty c\u0169ng h\u01b0\u1edbng v\u1ec1 kh\u00e1ch h\u00e0ng nhi\u1ec1u h\u01a1n? T\u1ea5t nhi\u00ean, \u0111\u1ed1i v\u1edbi m\u1ed7i c\u00f4ng ty th\u00ec c\u00e1ch nh\u00ecn nh\u1eadn v\u1ec1 t\u1ea7m quan tr\u1ecdng c\u1ee7a v\u1ea5n \u0111\u1ec1 marketing c\u00f3 kh\u00e1c nhau. M\u1ed7i b\u1ed9 ph\u1eadn kinh doanh \u0111\u1ed1i m\u1eb7t v\u1edbi nh\u1eefng s\u1ee9c \u00e9p kh\u00e1c nhau.<\/p>\n<p>C\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t h\u00e0ng h\u00f3a \u0111\u00e3 c\u00f3 th\u01b0\u01a1ng hi\u1ec7u th\u00ec c\u00f3 nh\u1eefng v\u1ea5n \u0111\u1ec1 h\u1ecd quan t\u00e2m sau:<\/p>\n<ul>\n<li>Bi\u00ean \u0111\u1ed9 l\u1ee3i nhu\u1eadn gi\u1ea3m \u0111i<\/li>\n<li>C\u00e1c chi ph\u00ed b\u00e1n h\u00e0ng v\u00e0 khuy\u1ebfn m\u00e3i<\/li>\n<li>S\u1ee9c m\u1ea1nh c\u1ee7a ng\u01b0\u1eddi b\u00e1n l\u1ebb t\u0103ng l\u00ean v\u00e0 kh\u00f4ng gian tr\u01b0ng b\u00e0y h\u00e0ng thu h\u1eb9p l\u1ea1i<\/li>\n<li>S\u1ef1 c\u1ea1nh tranh t\u1eeb c\u00e1c s\u1ea3n ph\u1ea9m mang th\u01b0\u01a1ng hi\u1ec7u c\u00e1c c\u1eeda h\u00e0ng v\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m kh\u00f4ng c\u00f3 th\u01b0\u01a1ng hi\u1ec7u<\/li>\n<li>Th\u1ecb tr\u01b0\u1eddng ng\u00e1ch b\u1ecb t\u1ea5n c\u00f4ng nhi\u1ec1u h\u01a1n<\/li>\n<li>&#8230;.<\/li>\n<\/ul>\n<p>C\u00e1c nh\u00e0 b\u00e1n l\u1ebb d\u1ef1a tr\u00ean c\u1eeda h\u00e0ng c\u00f3 nh\u1eefng m\u1ed1i quan t\u00e2m sau:<\/p>\n<ul>\n<li>Bi\u00ean \u0111\u1ed9 l\u1ee3i nhu\u1eadn gi\u1ea3m \u0111i<\/li>\n<li>Nh\u1eefng chu\u1ed7i c\u1eeda h\u00e0ng chuy\u00ean d\u1ee5ng gi\u00e1 r\u1ebb<\/li>\n<li>S\u1ef1 c\u1ea1nh tranh c\u1ee7a c\u00e1c \u0111\u1ed1i th\u1ee7 b\u00e1n h\u00e0ng kh\u00f4ng c\u1ea7n c\u1eeda h\u00e0ng nh\u01b0 b\u00e1n h\u00e0ng qua catalog, b\u00e1n h\u00e0ng qua b\u01b0u \u0111i\u1ec7n v\u00e0 c\u00e1c h\u00ecnh th\u1ee9c kh\u00e1c. \u0110\u1ed1i v\u1edbi c\u00e1c c\u00f4ng ty s\u1ea3n xu\u1ea5t h\u00e0ng c\u00f4ng nghi\u1ec7p th\u00ec c\u00f3 s\u1ef1 kh\u00e1c nhau r\u1ea5t l\u1edbn v\u1ec1 c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m, c\u00e1c y\u1ebfu t\u1ed1 th\u00e0nh c\u00f4ng, v\u00e0 vai tr\u00f2 c\u1ee7a c\u00e1c ph\u00f2ng marketing.<\/li>\n<\/ul>\n<h2>Quan \u0111i\u1ec3m sai l\u1ea7m v\u1ec1 marketing<\/h2>\n<h3>MARKETING L\u00c0 B\u00c1N H\u00c0NG<\/h3>\n<p>C\u00e1ch nh\u00ecn coi marketing v\u00e0 b\u00e1n h\u00e0ng l\u00e0 nh\u01b0 nhau l\u00e0 sai l\u1ea7m ph\u1ed5 bi\u1ebfn nh\u1ea5t, kh\u00f4ng ch\u1ec9 \u0111\u1ed1i v\u1edbi nhi\u1ec1u ng\u01b0\u1eddi trong c\u00f4ng ch\u00fang m\u00e0 c\u1ea3 \u0111\u1ed1i v\u1edbi nhi\u1ec1u ng\u01b0\u1eddi trong gi\u1edbi kinh doanh. T\u1ea5t nhi\u00ean, b\u00e1n h\u00e0ng l\u00e0 m\u1ed9t b\u1ed9 ph\u1eadn c\u1ee7a marketing, nh\u01b0ng marketing kh\u00f4ng ph\u1ea3i ch\u1ec9 c\u00f3 b\u00e1n h\u00e0ng. Peter Drucker nh\u1eadn x\u00e9t r\u1eb1ng &#8220;m\u1ee5c \u0111\u00edch c\u1ee7a marketing l\u00e0 l\u00e0m cho vi\u1ec7c b\u00e1n h\u00e0ng tr\u1edf n\u00ean th\u1eeba&#8221;. \u00dd c\u1ee7a Drucker mu\u1ed1n n\u00f3i r\u1eb1ng nhi\u1ec7m v\u1ee5 c\u1ee7a marketing l\u00e0 ph\u00e1t hi\u1ec7n ra nh\u1eefng nhu c\u1ea7u ch\u01b0a \u0111\u01b0\u1ee3c \u0111\u00e1p \u1ee9ng v\u00e0 chu\u1ea9n b\u1ecb \u0111\u01b0a ra c\u00e1c gi\u1ea3i ph\u00e1p \u0111\u1ec3 \u0111\u00e1p \u1ee9ng c\u00e1c nhu c\u1ea7u \u0111\u00f3. Khi marketing c\u00f3 k\u1ebft qu\u1ea3, ng\u01b0\u1eddi mua th\u00edch s\u1ea3n ph\u1ea9m m\u1edbi \u0111\u01b0a ra, th\u00ec ti\u1ebfng \u0111\u1ed3n s\u1ebd lan r\u1ea5t nhanh, v\u00e0 khi \u0111\u00f3 vi\u1ec7c b\u00e1n h\u00e0ng tr\u1edf n\u00ean kh\u00f4ng c\u00f2n quan tr\u1ecdng n\u1eefa. \u00a0Marketing kh\u00f4ng th\u1ec3 \u0111\u1eb7t ngang v\u1edbi b\u00e1n h\u00e0ng v\u00ec n\u00f3 b\u1eaft \u0111\u1ea7u r\u1ea5t l\u00e2u tr\u01b0\u1edbc khi c\u00f4ng ty \u0111\u01b0a ra s\u1ea3n ph\u1ea9m.<\/p>\n<p><strong>Marketing l\u00e0 c\u00f4ng vi\u1ec7c m\u00e0 c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd ph\u1ea3i l\u00e0m t\u1eeb tr\u01b0\u1edbc \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 nhu c\u1ea7u, \u0111o l\u01b0\u1eddng m\u1ee9c \u0111\u1ed9 v\u00e0 c\u01b0\u1eddng \u0111\u1ed9 c\u1ee7a nhu c\u1ea7u, v\u00e0 t\u1eeb \u0111\u00f3 x\u00e1c \u0111\u1ecbnh xem c\u01a1 h\u1ed9i t\u1ea1o ra l\u1ee3i nhu\u1eadn c\u00f3 hay kh\u00f4ng. C\u00f2n b\u00e1n h\u00e0ng ch\u1ec9 xu\u1ea5t hi\u1ec7n sau khi \u0111\u00e3 l\u00e0m ra s\u1ea3n ph\u1ea9m \u0111\u00f3. C\u00f4ng vi\u1ec7c marketing \u0111\u01b0\u1ee3c ti\u1ebfp t\u1ee5c trong su\u1ed1t v\u00f2ng \u0111\u1eddi c\u1ee7a s\u1ea3n ph\u1ea9m, \u0111\u1ec3 t\u00ecm ki\u1ebfm c\u00e1c kh\u00e1ch h\u00e0ng m\u1edbi, c\u1ea3i ti\u1ebfn s\u1ea3n ph\u1ea9m cho h\u1ea5p d\u1eabn h\u01a1n, r\u00fat kinh nghi\u1ec7m t\u1eeb vi\u1ec7c b\u00e1n c\u00e1c s\u1ea3n ph\u1ea9m, v\u00e0 qu\u1ea3n tr\u1ecb vi\u1ec7c b\u00e1n h\u00e0ng ti\u1ebfp theo<\/strong>. C\u00e1c nh\u00e0 marketing ph\u00ea ph\u00e1n c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd c\u1ea5p tr\u00ean \u0111\u00e3 kh\u00f4ng coi chi ph\u00ed marketing nh\u01b0 l\u00e0 s\u1ef1 \u0111\u1ea7u t\u01b0, ch\u1ee9 kh\u00f4ng ph\u1ea3i l\u00e0 chi ph\u00ed, v\u00e0 ch\u1ec9 nh\u1ea5n m\u1ea1nh c\u00e1c k\u1ebft qu\u1ea3 ng\u1eafn h\u1ea1n, m\u00e0 kh\u00f4ng t\u1eadp trung v\u00e0o m\u1ee5c ti\u00eau d\u00e0i h\u1ea1n, v\u00e0 qu\u00e1 s\u1ee3 r\u1ee7i ro.<\/p>\n<h3>\u00a0MARKETING CH\u1ee6 Y\u1ebeU L\u00c0 C\u00d4NG VI\u1ec6C C\u1ee6A PH\u00d2NG MARKETING<\/h3>\n<p>M\u1ed9t c\u00e1ch nh\u00ecn h\u1ea1n ch\u1ebf kh\u00e1c l\u00e0 coi marketing ch\u1ec9 l\u00e0 c\u00f4ng vi\u1ec7c c\u1ee7a m\u1ed9t b\u1ed9 ph\u1eadn trong c\u00f4ng ty. \u0110\u00fang l\u00e0 c\u00e1c c\u00f4ng ty \u0111\u1ec1u c\u00f3 c\u00e1c ph\u00f2ng marketing n\u01a1i m\u00e0 c\u00e1c \u00fd t\u01b0\u1edfng v\u00e0 c\u00f4ng vi\u1ec7c v\u1ec1 marketing \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n. Nh\u01b0ng n\u1ebfu c\u00e1c th\u00e1i \u0111\u1ed9 v\u00e0 c\u00f4ng vi\u1ec7c marketing ch\u1ec9 gi\u1edbi h\u1ea1n trong ph\u00f2ng marketing, c\u00f4ng ty s\u1ebd d\u1ec5 b\u1ecb v\u1ea5p ng\u00e3. M\u1ed9t c\u00f4ng ty c\u00f3 th\u1ec3 c\u00f3 ph\u00f2ng marketing\/ph\u00f2ng b\u00e1n h\u00e0ng t\u1ed1t nh\u1ea5t trong ng\u00e0nh nh\u01b0ng v\u1eabn c\u00f3 th\u1ec3 b\u1ecb th\u1ea5t b\u1ea1i tr\u00ean th\u01b0\u01a1ng tr\u01b0\u1eddng. David Packard, \u0111\u1ed3ng s\u00e1ng l\u1eadp vi\u00ean h\u00e3ng Hewlett-Parkard, \u0111\u00e3 n\u00f3i r\u1ea5t \u0111\u00fang r\u1eb1ng: &#8220;Marketing l\u00e0 m\u1ed9t c\u00f4ng vi\u1ec7c qu\u00e1 quan tr\u1ecdng \u0111\u1ec3 c\u00f3 th\u1ec3 ch\u1ec9 giao cho m\u1ed9t m\u00ecnh ph\u00f2ng marketing&#8221;. C\u00e1c b\u1ed9 ph\u1eadn kh\u00e1c trong c\u00f4ng ty c\u00f3 th\u1ec3 \u0111\u1ed1i x\u1eed v\u1edbi kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch t\u00f9y ti\u1ec7n, v\u00e0 \u0111i\u1ec1u \u0111\u00f3 s\u1ebd l\u00e0m cho h\u1ecd kh\u00f4ng c\u00f2n quan t\u00e2m \u0111\u1ebfn c\u00f4ng ty n\u1eefa. C\u00f3 th\u1ec3 c\u00f3 m\u1ed9t kh\u00e1ch h\u00e0ng g\u1ecdi \u0111i\u1ec7n tho\u1ea1i \u0111\u1ebfn c\u00f4ng ty v\u00e0 th\u1ea5y kh\u00f3 kh\u0103n trong vi\u1ec7c nh\u1eadn \u0111\u01b0\u1ee3c th\u00f4ng tin hay t\u00ecm g\u1eb7p \u0111\u01b0\u1ee3c \u0111\u00fang ng\u01b0\u1eddi. M\u1ed9t s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c chuy\u1ec3n \u0111\u1ebfn theo \u0111\u01a1n \u0111\u1eb7t h\u00e0ng nh\u01b0ng l\u1ea1i c\u00f3 khi\u1ebfm khuy\u1ebft do ti\u00eau chu\u1ea9n s\u1ea3n xu\u1ea5t kh\u00f4ng \u0111\u01b0\u1ee3c \u0111\u1ea3m b\u1ea3o ho\u1eb7c l\u00e0 do vi\u1ec7c \u0111\u00f3ng g\u00f3i s\u1ea3n ph\u1ea9m k\u00e9m. Ho\u1eb7c s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c chuy\u1ec3n \u0111\u1ebfn tr\u1ec5 h\u1ea1n kh\u00f4ng \u0111\u00fang l\u1eddi h\u1ee9a do l\u1ed7i v\u1ec1 th\u00f4ng tin c\u1ee7a kho h\u00e0ng. Kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 b\u1ecb s\u1eedng s\u1ed1t b\u1edfi h\u00f3a \u0111\u01a1n h\u00e0ng do ph\u00f2ng k\u1ebf t\u00f3an \u0111\u00e3 c\u1ed9ng th\u00eam c\u00e1c kho\u1ea3n ph\u00ed m\u00e0 kh\u00f4ng c\u00f3 gi\u1ea3i th\u00edch. T\u1ea5t c\u1ea3 nh\u1eefng sai s\u00f3t n\u00e0y th\u01b0\u1eddng d\u1ec5 x\u1ea3y ra khi c\u00e1c b\u1ed9 ph\u1eadn kh\u00e1c trong c\u00f4ng ty kh\u00f4ng quan t\u00e2m \u0111\u1ebfn vi\u1ec7c ph\u1ea3i l\u00e0m h\u00e0i l\u00f2ng kh\u00e1ch h\u00e0ng.<\/p>\n<p>M\u1ed9t s\u1ed1 ng\u01b0\u1eddi c\u00f2n cho r\u1eb1ng s\u1edf d\u0129 c\u00e1c b\u1ed9 ph\u1eadn kh\u00e1c thi\u1ebfu \u00fd th\u1ee9c ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 m\u1ed9t ph\u1ea7n l\u00e0 do s\u1ef1 t\u1ed3n t\u1ea1i c\u1ee7a ph\u00f2ng marketing! C\u00e1c b\u1ed9 ph\u1eadn kh\u00e1c c\u0169ng c\u00f3 th\u1ec3 ngh\u0129 r\u1eb1ng nhi\u1ec7m v\u1ee5 c\u1ee7a ph\u00f2ng marketing l\u00e0 &#8220;s\u1ea3n xu\u1ea5t v\u00e0 l\u00e0m h\u00e0i l\u00f2ng kh\u00e1ch h\u00e0ng&#8221; trong khi h\u1ecd ph\u1ea3i lo c\u00f4ng vi\u1ec7c c\u1ee7a h\u1ecd. V\u1eady li\u1ec7u th\u00e1i \u0111\u1ed9 c\u1ee7a c\u00e1c ph\u00f2ng ban kh\u00e1c s\u1ebd t\u1ed1t h\u01a1n n\u1ebfu c\u00f4ng ty kh\u00f4ng c\u00f3 ph\u00f2ng marketing? Ch\u1eb3ng h\u1ea1n, Marks &amp; Spencer, m\u1ed9t trong nh\u1eefng nh\u00e0 b\u00e1n l\u1ebb t\u1ed1t nh\u1ea5t c\u1ee7a Anh Qu\u1ed1c, \u0111\u00e3 kh\u00f4ng c\u00f3 qu\u1ea3ng c\u00e1o v\u00e0 c\u0169ng kh\u00f4ng c\u00f3 ph\u00f2ng marketing nh\u01b0ng v\u1eabn thu h\u00fat m\u1ed9t s\u1ed1 l\u01b0\u1ee3ng l\u1edbn nh\u1eefng kh\u00e1ch h\u00e0ng trung th\u00e0nh, l\u00fd do l\u00e0 v\u00ec t\u1ea5t c\u1ea3 nh\u00e2n vi\u00ean c\u1ee7a Marks &amp; Spencer lu\u00f4n ngh\u0129 \u0111\u1ebfn kh\u00e1ch h\u00e0ng tr\u01b0\u1edbc ti\u00ean.<\/p>\n<p>&nbsp;<\/p>\n<h2>C\u00e1c b\u01b0\u1edbc chu\u1ea9n b\u1ecb trong qu\u00e1 tr\u00ecnh qu\u1ea3n tr\u1ecb marketing<\/h2>\n<p>C\u00e1c nh\u00e0 marketing c\u0169ng c\u00f3 n\u1ebfp ngh\u0129 ri\u00eang, c\u0169ng nh\u01b0 c\u00e1c lu\u1eadt s\u01b0, nh\u00e2n vi\u00ean k\u1ebf to\u00e1n, c\u00e1c ch\u1ee7 nh\u00e2n h\u00e0ng, c\u00e1c k\u1ef9 s\u01b0 v\u00e0 c\u00e1c nh\u00e0 khoa h\u1ecdc c\u00f3 n\u1ebfp ngh\u0129 ri\u00eang c\u1ee7a h\u1ecd. C\u00e1c nh\u00e0 marketing coi qu\u00e1 tr\u00ecnh qu\u1ea3n tr\u1ecb marketing bao g\u1ed3m n\u0103m b\u01b0\u1edbc c\u01a1 b\u1ea3n c\u00f3 th\u1ec3 tr\u00ecnh b\u00e0y&gt;R \u00e0 STP \u00e0 MM \u00e0 I \u00e0 C Trong \u0111\u00f3: R = Nghi\u00ean c\u1ee9u (ngh\u0129a l\u00e0 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng). STP = Ph\u00e2n kh\u00fac (segmentations), x\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau (targeting), v\u00e0 \u0111\u1ecbnh v\u1ecb (positioning) MM = T\u1ed5 h\u1ee3p marketing (marketing mix) (ph\u1ed5 bi\u1ebfn v\u1edbi t\u00ean g\u1ecdi l\u00e0 4P: s\u1ea3n ph\u1ea9m (product), gi\u00e1 c\u1ea3 (price), \u0111\u1ecba \u0111i\u1ec3m (place) v\u00e0 khuy\u1ebfn m\u00e3i (promotion). I = Th\u1ef1c hi\u1ec7n (implementation). https:\/\/thuviensach.vn C = Ki\u1ec3m so\u00e1t (control) (nh\u1eadn th\u00f4ng tin ph\u1ea3n h\u1ed3i, \u0111\u00e1nh gi\u00e1 k\u1ebft qu\u1ea3, v\u00e0 x\u00e9t l\u1ea1i hay c\u1ea3i thi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c STP v\u00e0 c\u00e1c chi\u1ebfn thu\u1eadt MM) Marketing c\u00f3 hi\u1ec7u qu\u1ea3 th\u01b0\u1eddng b\u1eaft \u0111\u1ea7u b\u1eb1ng nghi\u00ean c\u1ee9u, R, nghi\u00ean c\u1ee9u s\u00e2u m\u1ed9t th\u1ecb tr\u01b0\u1eddng s\u1ebd ph\u00e1t hi\u1ec7n ra c\u00e1c ph\u00e2n kh\u00fac kh\u00e1c nhau, S, bao g\u1ed3m nh\u1eefng ng\u01b0\u1eddi mua h\u00e0ng v\u1edbi nh\u1eefng nhu c\u1ea7u kh\u00e1c nhau. C\u00f4ng ty n\u00e0o kh\u00f4n ngoan s\u1ebd x\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau, T, \u0111\u1ed1i v\u1edbi nh\u1eefng ph\u00e2n kh\u00fac m\u00e0 c\u00f4ng ty c\u00f3 th\u1ec3 \u0111\u00e1p \u1ee9ng m\u1ed9t c\u00e1ch si\u00eau vi\u1ec7t h\u01a1n. \u0110\u1ed1i v\u1edbi t\u1eebng ph\u00e2n kh\u00fac m\u1ee5c ti\u00eau, c\u00f4ng ty c\u1ea7n ph\u1ea3i \u0111\u1ecbnh v\u1ecb, P, s\u1ef1 ch\u00e0o h\u00e0ng c\u1ee7a m\u00ecnh sao cho c\u00e1c kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau \u0111\u00e1nh gi\u00e1 \u0111\u01b0\u1ee3c s\u1ef1 ch\u00e0o h\u00e0ng c\u1ee7a c\u00f4ng ty kh\u00e1c v\u1edbi s\u1ef1 ch\u00e0o h\u00e0ng c\u1ee7a \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh kh\u00e1c nh\u01b0 th\u1ebf n\u00e0o. STP \u0111\u1ea1i di\u1ec7n cho t\u01b0 duy marketing chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a c\u00f4ng ty. B\u00e2y gi\u1edd c\u00f4ng ty s\u1ebd ph\u00e1t tri\u1ec3n t\u1ed5 h\u1ee3p marketing chi\u1ebfn thu\u1eadt c\u1ee7a m\u00ecnh, MM, bao g\u1ed3m t\u1ed5 h\u1ee3p c\u00e1c quy\u1ebft \u0111\u1ecbnh v\u1ec1 s\u1ea3n ph\u1ea9m, gi\u00e1 c\u1ea3, ph\u00e2n ph\u1ed1i, v\u00e0 khuy\u1ebfn m\u1ea1i. Sau \u0111\u00f3 c\u00f4ng ty s\u1ebd th\u1ef1c hi\u1ec7n, I, t\u1ed5 h\u1ee3p marketing. Cu\u1ed1i c\u00f9ng, c\u00f4ng ty s\u1ebd s\u1eed d\u1ee5ng c\u00e1c bi\u1ec7n ph\u00e1p ki\u1ec3m so\u00e1t, C, \u0111\u1ec3 theo d\u00f5i v\u00e0 \u0111\u00e1nh gi\u00e1 k\u1ebft qu\u1ea3 v\u00e0 \u0111\u1ec3 c\u1ea3i thi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c STP v\u00e0 c\u00e1c chi\u1ebfn thu\u1eadt MM c\u1ee7a m\u00ecnh.<\/p>\n<h2>STP<\/h2>\n<p>B\u1eb1ng c\u00e1ch ki\u1ec3m tra n\u0103ng l\u1ef1c c\u1ee7a m\u00ecnh \u0111\u1ed1i v\u1edbi c\u00e1c y\u00eau c\u1ea7u c\u1ea7n c\u00f3 cho s\u1ef1 th\u00e0nh c\u00f4ng trong t\u1eebng ph\u00e2n kh\u00fac, h\u1ecd c\u00f3 th\u1ec3 l\u1ef1a ch\u1ecdn c\u00e1c ph\u00e2n kh\u00fac m\u1ee5c ti\u00eau m\u1ed9t c\u00e1ch kh\u00f4n ngoan h\u01a1n. Sau \u0111\u00f3 c\u00f4ng ty c\u1ea7n ph\u1ea3i \u0111\u1ecbnh v\u1ecb s\u1ef1 ch\u00e0o h\u00e0ng c\u1ee7a m\u00ecnh \u0111\u1ec3 c\u00e1c kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau bi\u1ebft \u0111\u01b0\u1ee3c nh\u1eefng l\u1ee3i \u00edch then ch\u1ed1t hi\u1ec7n di\u1ec7n trong s\u1ef1 ch\u00e0o h\u00e0ng \u0111\u00f3. Ch\u1eb3ng h\u1ea1n, h\u00e3ng Volvo \u0111\u00e3 \u0111\u1ecbnh v\u1ecb \u00f4-t\u00f4 c\u1ee7a m\u00ecnh l\u00e0 xe \u00f4-t\u00f4 an to\u00e0n nh\u1ea5t tr\u00ean th\u1ebf gi\u1edbi.C\u00f4ng ty c\u1ee7ng c\u1ed1 s\u1ef1 \u0111\u1ecbnh v\u1ecb \u0111\u00f3 th\u00f4ng qua kh\u00e2u thi\u1ebft k\u1ebf, th\u1eed nghi\u1ec7m, qu\u1ea3ng c\u00e1o, v.v\u2026<\/p>\n<blockquote><p><strong>\u0110\u1ecbnh v\u1ecb l\u00e0 n\u1ed7 l\u1ef1c \u0111\u1ec3 c\u1ea5y gh\u00e9p v\u00e0o s\u1ef1 ch\u00e0o h\u00e0ng nh\u1eefng l\u1ee3i \u00edch then ch\u1ed1t v\u00e0 s\u1ef1 kh\u00e1c bi\u1ec7t trong t\u00e2m tr\u00ed c\u1ee7a kh\u00e1ch h\u00e0ng.<\/strong><\/p><\/blockquote>\n<p>Ngo\u00e0i l\u1ee3i \u00edch then ch\u1ed1t, ng\u01b0\u1eddi b\u00e1n h\u00e0ng s\u1ebd ph\u1ea3i tr\u00ecnh b\u00e0y cho kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng bi\u1ebft c\u00e1c l\u00fd do kh\u00e1c v\u00ec sao kh\u00e1ch h\u00e0ng n\u00ean ch\u1ecdn th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a h\u1ecd.<\/p>\n<blockquote><p><strong>M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ch\u1ec9 \u0111\u01b0\u1ee3c \u0111\u1ecbnh v\u1ecb d\u1ef1a duy nh\u1ea5t v\u00e0o m\u1ed9t thu\u1ed9c t\u00ednh hay l\u1ee3i \u00edch trung t\u00e2m, m\u00e0 c\u00f2n mang theo s\u1ef1 \u0111\u1ecbnh v\u1ecb l\u00e0 s\u1ef1 \u0111\u1ecbnh v\u1ecb gi\u00e1 tr\u1ecb c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u (value proposition). \u0110\u00e2y l\u00e0 gi\u1ea3i ph\u00e1p cho c\u00e2u h\u1ecfi c\u1ee7a kh\u00e1ch h\u00e0ng, \u201cT\u1ea1i sao t\u00f4i n\u00ean mua th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n?<\/strong>\u201d<\/p><\/blockquote>\n<p><strong>S<\/strong><strong>\u1ef1 \u0111\u1ecbnh v\u1ecb gi\u00e1 tr\u1ecb c\u1ee7a Volvo kh\u00f4ng ch\u1ec9 g\u1ed3m c\u00f3 s\u1ef1 an to\u00e0n m\u00e0 c\u00f2n \u1edf kh\u00f4ng gian r\u1ed9ng, \u0111\u1ed9 b\u1ec1n l\u00e2u, v\u00e0 t\u00ednh th\u1eddi th\u01b0\u1ee3ng, c\u00f9ng v\u1edbi gi\u00e1 c\u1ea3 xem ra r\u1ea5t h\u1ee3p l\u00fd x\u00e9t v\u1ec1 t\u1ed5ng h\u1ee3p c\u00e1c l\u1ee3i \u00edch.<\/strong><\/p>\n<h3>L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 m\u1ed9t c\u00f4ng ty c\u00f3 th\u1ec3 n\u00e2ng cao t\u1ef7 l\u1ec7 th\u00e0nh c\u00f4ng khi tung ra c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi v\u00e0 d\u1ecbch v\u1ee5 m\u1edbi?<\/h3>\n<blockquote><p>Marketing l\u00e0 ngh\u1ec7 thu\u1eadt t\u00ecm ki\u1ebfm, ph\u00e1t tri\u1ec3n, v\u00e0 ki\u1ebfm l\u1eddi t\u1eeb c\u00e1c c\u01a1 h\u1ed9i. N\u1ebfu ph\u00f2ng marketing kh\u00f4ng nh\u00ecn th\u1ea5y c\u01a1 h\u1ed9i n\u00e0o, th\u00ec \u0111\u00f3 l\u00e0 l\u00fac cho ph\u00f2ng marketing ngh\u1ec9 vi\u1ec7c N\u1ebfu c\u00e1c gi\u00e1m \u0111\u1ed1c marketing kh\u00f4ng th\u1ec3 t\u01b0\u1edfng t\u01b0\u1ee3ng ra c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi, d\u1ecbch v\u1ee5 m\u1edbi, c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh m\u1edbi, v\u00e0 c\u00e1c h\u1ec7 th\u1ed1ng m\u1edbi th\u00ec l\u00fac \u0111\u00f3 h\u1ecd \u0111\u01b0\u1ee3c tr\u1ea3 l\u01b0\u01a1ng \u0111\u1ec3 l\u00e0m c\u00e1i g\u00ec?<\/p><\/blockquote>\n<h3>C\u00e1c ngu\u1ed3n ch\u1ee7 y\u1ebfu cho c\u00e1c \u00fd t\u01b0\u1edfng v\u1ec1 c\u01a1 h\u1ed9i m\u1edbi c\u1ee7a c\u00f4ng ty l\u00e0 g\u00ec?<\/h3>\n<p>C\u00f3 ba t\u00ecnh hu\u1ed1ng l\u00e0m xu\u1ea5t hi\u1ec7n c\u00e1c c\u01a1 h\u1ed9i th\u1ecb tr\u01b0\u1eddng: *<\/p>\n<ul>\n<li>Cung c\u1ea5p th\u1ee9 g\u00ec \u0111ang khan hi\u1ebfm. *<\/li>\n<li>Cung c\u1ea5p s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 hi\u1ec7n c\u00f3 theo m\u1ed9t c\u00e1ch m\u1edbi ho\u1eb7c \u01b0u vi\u1ec7t h\u01a1n. *<\/li>\n<\/ul>\n<p>C\u00e1c c\u00f4ng ty s\u1eed d\u1ee5ng nhi\u1ec1u ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ec3 t\u00ecm ki\u1ebfm c\u00e1c \u00fd t\u01b0\u1edfng nh\u1eb1m c\u1ea3i thi\u1ec7n s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 hi\u1ec7n c\u00f3. \u1ede \u0111\u00e2y ch\u00fang ta s\u1ebd xem x\u00e9t ba ph\u01b0\u01a1ng ph\u00e1p: Ph\u01b0\u01a1ng ph\u00e1p ph\u00e1t hi\u1ec7n v\u1ea5n \u0111\u1ec1, ph\u01b0\u01a1ng ph\u00e1p l\u00fd t\u01b0\u1edfng, v\u00e0 ph\u01b0\u01a1ng ph\u00e1p chu\u1ed7i ti\u00eau d\u00f9ng.<\/p>\n<h4>PH\u01af\u01a0NG PH\u00c1P PH\u00c1T HI\u1ec6N V\u1ea4N \u0110\u1ec0.<\/h4>\n<p>C\u00f3 r\u1ea5t nhi\u1ec1u s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 quen thu\u1ed9c m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng ph\u1ea3i ch\u1ea5p nh\u1eadn c\u00e1i hi\u1ec7n c\u00f3 m\u00e0 kh\u00f4ng th\u1ef1c s\u1ef1 h\u00e0i l\u00f2ng. C\u00e1c nh\u00e0 marketing c\u00f3 th\u1ec3 h\u1ecdc \u0111\u01b0\u1ee3c nhi\u1ec1u th\u1ee9 n\u1ebfu s\u1eed d\u1ee5ng ph\u01b0\u01a1ng ph\u00e1p ph\u00e1t hi\u1ec7n v\u1ea5n \u0111\u1ec1 t\u1ed3n t\u1ea1i, ch\u1eb3ng h\u1ea1n \u0111i h\u1ecfi nh\u1eefng ng\u01b0\u1eddi \u0111ang s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 xem h\u1ecd c\u00f3 nh\u1eefng th\u1ea5t v\u1ecdng g\u00ec hay g\u1ee3i \u00fd \u0111\u1ec3 c\u1ea3i thi\u1ec7n t\u00ecnh h\u00ecnh. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 nh\u1eefng v\u00ed d\u1ee5 v\u1ec1 nh\u1eefng c\u00e2u tr\u1ea3 l\u1eddi c\u1ee7a h\u1ecd: Xe c\u1ee7a t\u00f4i ch\u1ea1y t\u1ed1n x\u0103ng qu\u00e1. L\u00f2 n\u01b0\u1edbng b\u00e1nh c\u1ee7a t\u00f4i r\u1ea5t kh\u00f3 l\u00e0m s\u1ea1ch. T\u00f4i r\u1ea5t gh\u00e9t c\u1ea3nh x\u1ebfp h\u00e0ng d\u00e0i t\u1ea1i ng\u00e2n h\u00e0ng. Pin m\u00e1y vi t\u00ednh c\u1ee7a t\u00f4i ch\u1ec9 d\u00f9ng c\u00f3 ba ti\u1ebfng l\u00e0 h\u1ebft. \u0110\u00f4i khi t\u00f4i kh\u00f4ng th\u1ec3 n\u00e0o t\u00ecm ra c\u00e1i \u0111i\u1ec1u khi\u1ec3n ti-vi t\u1eeb xa. M\u1ed7i c\u00e2u n\u00f3i tr\u00ean \u0111\u1ec1u g\u1ee3i ra m\u1ed9t c\u01a1 h\u1ed9i th\u1ecb tr\u01b0\u1eddng. Ch\u1eb3ng h\u1ea1n, c\u00e2u n\u00f3i cu\u1ed1i c\u00f9ng \u0111\u00e3 d\u1eabn Magnavox \u0111i \u0111\u1ebfn l\u00e0m th\u00eam m\u1ed9t n\u00fat b\u1ea5m tr\u00ean m\u00e1y truy\u1ec1n h\u00ecnh \u0111\u1ec3 ng\u01b0\u1eddi s\u1eed d\u1ee5ng c\u00f3 th\u1ec3 \u1ea5n v\u00e0o l\u00e0m cho c\u00e1i \u0111i\u1ec1u khi\u1ec3n t\u1eeb xa ph\u00e1t ra ti\u1ebfng rung t\u1eeb n\u01a1i n\u00f3 b\u1ecb b\u1ecf qu\u00ean trong nh\u00e0. C\u1ea7n l\u01b0u \u00fd r\u1eb1ng ph\u01b0\u01a1ng ph\u00e1p ph\u00e1t hi\u1ec7n v\u1ea5n \u0111\u1ec1 th\u01b0\u1eddng d\u1eabn \u0111\u1ebfn vi\u1ec7c c\u1ea3i ti\u1ebfn s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 ch\u1ee9 kh\u00f4ng ph\u1ea3i l\u00e0 ph\u00e1t minh ra s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 m\u1edbi.<\/p>\n<p>PH\u01af\u01a0NG PH\u00c1P L\u00dd T\u01af\u1edeNG.<\/p>\n<p>\u1ede \u0111\u00e2y nh\u00e0 marketing s\u1ebd ph\u1ecfng v\u1ea5n m\u1ed9t lo\u1ea1t ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 h\u1ecfi h\u1ecd t\u01b0\u1edfng t\u01b0\u1ee3ng ra m\u1ed9t gi\u1ea3i ph\u00e1p l\u00fd t\u01b0\u1edfng cho s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 m\u00e0 h\u1ecd \u0111ang d\u00f9ng. Trong r\u1ea5t nhi\u1ec1u tr\u01b0\u1eddng h\u1ee3p \u01b0\u1edbc mu\u1ed1n \u0111\u00f3 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c th\u1ecfa m\u00e3n kh\u00e1 d\u1ec5 d\u00e0ng. B\u1ea3ng 3-1 \u0111\u01b0a ra m\u1ed9t danh s\u00e1ch c\u00e1c \u01b0\u1edbc mu\u1ed1n \u0111\u01b0\u1ee3c \u0111\u01b0a ra trong nhi\u1ec1u t\u00ecnh hu\u1ed1ng kh\u00e1c nhau v\u00e0 m\u00f4 t\u1ea3 c\u00e1c gi\u1ea3i ph\u00e1p m\u00e0 m\u1ed9t s\u1ed1 nh\u00e0 marketing nh\u1ea1y b\u00e9n cung c\u1ea5p. B\u1ea3ng 3-1 L\u1eafng nghe c\u00e1c \u01b0\u1edbc mu\u1ed1n c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u201c\u01af\u1edbc g\u00ec t\u00f4i c\u00f3 th\u1ec3 mua \u0111\u01b0\u1ee3c m\u1ed9t chi\u1ebfc xe m\u1edbi m\u00e0 kh\u00f4ng c\u1ea7n ph\u1ea3i tranh c\u00e3i v\u1ec1 gi\u00e1 c\u1ea3 v\u1edbi nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng l\u00e1u c\u00e1 hay \u00e9p gi\u00e1, hay g\u1eb7p ph\u1ea3i k\u1ebft cu\u1ed9c mua ph\u1ea3i chi\u1ebfc xe \u201cqu\u00e8 qu\u1eb7t\u201d m\u00e0 \u0111\u1ea1i l\u00fd kh\u00f4ng ch\u1ecbu nh\u1eadn tr\u1ea3 l\u1ea1i.\u201d \u0110\u00e2y c\u00f3 v\u1ebb nh\u01b0 m\u1ed9t t\u1eadp h\u1ee3p c\u00e1c \u01b0\u1edbc mu\u1ed1n r\u1ea5t kh\u00f3 \u0111\u1ec3 \u0111\u00e1p \u1ee9ng. M\u1eb7c d\u00f9 v\u1eady, Saturn (m\u1ed9t b\u1ed9 ph\u1eadn m\u1edbi c\u1ee7a General Motors) \u0111\u00e3 \u0111\u01b0\u1ee3c th\u00e0nh l\u1eadp \u0111\u1ec3 https:\/\/thuviensach.vn \u0111\u00e1p \u1ee9ng c\u00e1c \u01b0\u1edbc mu\u1ed1n c\u1ee7a kh\u00e1ch h\u00e0ng n\u00e0y. Nhi\u1ec1u kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 c\u0169ng \u0111\u00e3 c\u00f3 nh\u1eefng \u01b0\u1edbc mu\u1ed1n nh\u01b0 v\u1eady, n\u1ebfu x\u00e9t s\u1ed1 l\u01b0\u1ee3ng l\u1edbn ng\u01b0\u1eddi \u0111\u00e3 mua Saturn v\u00e0 m\u1ee9c \u0111\u1ed9 trung th\u00e0nh cao c\u1ee7a h\u1ecd \u0111\u1ed1i v\u1edbi Saturn. \u201c\u01af\u1edbc g\u00ec t\u00f4i c\u00f3 th\u1ec3 mua \u0111\u01b0\u1ee3c m\u1ed9t chi\u1ebfc xe c\u0169 v\u1edbi s\u1ef1 tin c\u1eady v\u00e0 kh\u00f4ng ph\u1ea3i lo l\u1eafng n\u00f3 s\u1ebd kh\u00f4ng ch\u1ea1y t\u1ed1t nh\u01b0 l\u1eddi qu\u1ea3ng c\u00e1o c\u1ee7a ng\u01b0\u1eddi b\u00e1n xe c\u0169.\u201d \u01af\u1edbc mu\u1ed1n n\u00e0y nay \u0111\u00e3 tr\u1edf th\u00e0nh s\u1ef1 th\u1eadt nh\u1edd s\u1ef1 h\u00ecnh th\u00e0nh m\u1ed9t lo\u1ea1i \u0111\u1ea1i l\u00fd m\u1edbi b\u00e1n xe c\u0169 (b\u00e2y gi\u1edd \u0111\u1ed5i t\u00ean th\u00e0nh \u201cxe ti\u1ec1n ch\u1ee7\u201d (pre-owned-cars) nh\u01b0 l\u00e0 Car Max v\u00e0 AutoNation. \u201c\u01af\u1edbc g\u00ec t\u00f4i c\u00f3 th\u1ec3 t\u00ecm th\u1ea5y m\u1ed9t r\u1ea1p chi\u1ebfu phim m\u00e0 c\u00f3 th\u1ec3 chi\u1ebfu nhi\u1ec1u lo\u1ea1i phim \u0111\u1ec3 l\u1ef1a ch\u1ecdn v\u00e0 c\u00f3 c\u1ea3 hi\u1ec7u \u0103n thay v\u00ec ch\u1ec9 c\u00f3 qu\u1ea7y b\u00e1n b\u1eafp rang v\u00e0 b\u00e1nh k\u1eb9o, v\u00e0 l\u00e0 n\u01a1i m\u00e0 t\u00f4i kh\u00f4ng c\u00f2n ph\u1ea3i lo l\u1eafng c\u00f3 ng\u01b0\u1eddi cao ng\u1ed3i che tr\u01b0\u1edbc m\u1eb7t.\u201d \u01af\u1edbc mu\u1ed1n n\u00e0y nay \u0111\u00e3 \u0111\u01b0\u1ee3c th\u1ecfa m\u00e3n nh\u1edd c\u00f3 c\u00e1c r\u1ea1p chi\u1ebfu phim \u0111a m\u00e0n h\u00ecnh c\u00f3 c\u1ea3 d\u1ecbch v\u1ee5 \u0103n u\u1ed1ng v\u00e0 ki\u1ec3u gh\u1ebf ng\u1ed3i nh\u01b0 \u1edf s\u00e2n v\u1eadn \u0111\u1ed9ng. \u201c\u01af\u1edbc g\u00ec t\u00f4i c\u00f3 th\u1ec3 bay \u0111\u1ebfn th\u00e0nh ph\u1ed1 kh\u00e1c m\u00e0 gi\u00e1 v\u00e9 m\u00e1y bay ch\u1ec9 b\u1eb1ng m\u1ed9t n\u1eeda m\u00e0 v\u1eabn c\u00f3 th\u1ec3 tin t\u01b0\u1edfng chuy\u1ebfn bay \u0111\u1ee7 ti\u1ec7n nghi v\u00e0 an to\u00e0n. T\u00f4i s\u1ebd vui m\u1eebng \u0111i m\u00e1y bay \u0111\u00f3 m\u00e0 kh\u00f4ng c\u1ea7n c\u00f3 ph\u1ee5c v\u1ee5 \u0103n u\u1ed1ng v\u00e0 \u0111\u0103ng k\u00fd tr\u01b0\u1edbc gh\u1ebf ng\u1ed3i.? \u01af\u1edbc mu\u1ed1n n\u00e0y c\u00f3 l\u1ebd \u0111\u00e3 \u0111\u01b0\u1ee3c h\u00e3ng Southwest Airlines nghe \u0111\u01b0\u1ee3c, nay l\u00e0 h\u00e3ng h\u00e0ng kh\u00f4ng thu \u0111\u01b0\u1ee3c nhi\u1ec1u l\u1ee3i nhu\u1eadn nh\u1ea5t c\u1ee7a M\u1ef9&gt; M\u1ed9t lo\u1ea1t c\u00e1c \u01b0\u1edbc mu\u1ed1n c\u00f3 th\u1ec3 ch\u1ee9a nh\u1eefng y\u1ebfu t\u1ed1 c\u00f3 v\u1ebb nh\u01b0 m\u00e2u thu\u1eabn v\u1edbi nhau. Ch\u1eb3ng h\u1ea1n, gi\u1ea3 s\u1eed c\u00f3 ai \u0111\u00f3 n\u00f3i: \u201cT\u00f4i mong \u01b0\u1edbc c\u00f3 v\u00e0i c\u00f4ng ty c\u00f3 th\u1ec3 l\u00e0m ra lo\u1ea1i b\u00e1nh b\u00edch qui ngon nh\u01b0ng l\u1ea1i kh\u00f4ng b\u00e9o v\u00e0 c\u00f3 \u00edt calorie h\u01a1n nhi\u1ec1u.\u201d Theo nh\u1eadn th\u1ee9c th\u00f4ng th\u01b0\u1eddng th\u00ec \u0111i\u1ec1u n\u00e0y l\u00e0 kh\u00f4ng th\u1ec3 \u0111\u01b0\u1ee3c. V\u00ec ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ebd ph\u1ea3i l\u1ef1a ch\u1ecdn gi\u1eefa lo\u1ea1i b\u00e1nh b\u00edch qui c\u00f3 v\u1ecb ngon nhi\u1ec1u ch\u1ea5t b\u00e9o v\u00e0 lo\u1ea1i b\u00e1nh b\u00edch qui c\u00f3 v\u1ecb kh\u00f4ng ngon nh\u01b0ng \u00edt ch\u1ea5t b\u00e9o. Tuy nhi\u00ean, h\u00e3ng Procter &amp; Gamble \u0111\u00e3 nh\u00ecn ch\u0103m ch\u00fa v\u00e0o th\u00e1ch th\u1ee9c n\u00e0y v\u00e0 \u0111\u00e3 b\u1ecf ra nhi\u1ec1u n\u0103m \u0111\u1ec3 nghi\u00ean c\u1ee9u lo\u1ea1i ch\u1ea5t b\u00e9o g\u1ecdi l\u00e0 Olestra. H\u00f3a ra l\u00e0 c\u00e1c ph\u00e2n t\u1eed c\u1ee7a Olestra l\u00e0 qu\u00e1 l\u1edbn \u0111\u1ec3 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c h\u1ea5p th\u1ee5 nh\u01b0 ch\u1ea5t b\u00e9o trong c\u01a1 th\u1ec3, m\u1eb7c d\u00f9 v\u1eady Olestra cho t\u1ea5t c\u1ea3 m\u00f9i v\u1ecb m\u00e0 ng\u01b0\u1eddi ta c\u00f3 th\u1ec3 mong \u0111\u1ee3i \u1edf lo\u1ea1i b\u00e1nh b\u00edch qui c\u00f3 nhi\u1ec1u ch\u1ea5t b\u00e9o. P&amp;G \u0111\u00e3 \u0111\u01b0\u1ee3c C\u1ee5c qu\u1ea3n l\u00fd Li\u00ean bang v\u1ec1 th\u1ef1c ph\u1ea9m v\u00e0 d\u01b0\u1ee3c ph\u1ea9m Hoa K\u1ef3 (Federal Food and Drug Administration) cho ph\u00e9p \u0111\u01b0a ra th\u1ecb tr\u01b0\u1eddng ch\u1ea5t Olestra. P&amp;G c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n \u0111\u01b0\u1ee3c m\u00f9a b\u1ed9i thu nh\u1edd b\u00e1n ch\u1ea5t Olestra cho nh\u1eefng ng\u01b0\u1eddi l\u00e0m b\u00e1nh b\u00edch qui, th\u1ee9c \u0103n nhanh, khoai t\u00e2y chi\u00ean, v\u00e0 kem. \u0110i\u1ec1u l\u00fd th\u00fa l\u00e0, P&amp;G \u0111\u00e3 s\u1eed d\u1ee5ng \u00fd t\u01b0\u1edfng gi\u1ea3i quy\u1ebft c\u00e1c m\u00e2u thu\u1eabn \u0111\u1ec3 h\u01b0\u1edbng nghi\u00ean c\u1ee9u c\u1ee7a m\u00ecnh v\u00e0o c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi. B\u1ea3ng 3-2 li\u1ec7t k\u00ea m\u1ed9t s\u1ed1 https:\/\/thuviensach.vn m\u00e2u thu\u1eabn m\u00e0 P&amp;G \u0111\u00e3 gi\u1ea3i quy\u1ebft \u0111\u01b0\u1ee3c, c\u00f9ng v\u1edbi m\u1ed9t s\u1ed1 v\u00ed d\u1ee5 c\u1ee7a c\u00e1c c\u00f4ng ty kh\u00e1c. B\u1ea3ng 3-2 C\u00e1c s\u1ea3n ph\u1ea9m \u0111\u00e3 gi\u1ea3i quy\u1ebft th\u00e0nh c\u00f4ng c\u00e1c m\u00e2u thu\u1eabn * M\u1ed9t s\u1ea3n ph\u1ea9m l\u00e0m b\u00e9o m\u00e0 kh\u00f4ng ch\u1ee9a m\u1ee1 \u0111\u1ed9ng v\u1eadt nh\u01b0ng c\u00f3 th\u1ec3 n\u1ea5u n\u01b0\u1edbng v\u00e0 cho m\u00f9i v\u1ecb gi\u1ed1ng nh\u01b0 ch\u1ea5t b\u00e9o c\u00f3 m\u1ee1 \u0111\u1ed9ng v\u1eadt. \u0110\u00f3 l\u00e0 Crisco. * Ch\u1ea5t kh\u1eed m\u00f9i \u0111\u1ee7 m\u1ea1nh l\u00e0m cho \u0111\u00e0n \u00f4ng, nh\u01b0ng c\u0169 \u0111\u1ee7 m\u1ec1m m\u1ea1i cho da ph\u1ee5 n\u1eef. \u0110\u00f3 l\u00e0 Secret. * C\u00e1c l\u00e1t khoai t\u00e2y kh\u00f4ng b\u1ecb \u1ec9u hay g\u00e3y v\u1ee5n khi m\u1edf g\u00f3i ra. \u0110\u00f3 l\u00e0 Pringles. * B\u0103ng v\u1ec7 sinh ph\u1ee5 n\u1eef cho s\u1ef1 b\u1ea3o v\u1ec7 t\u1ed1i \u0111a nh\u01b0ng t\u1ea1o s\u1ef1 d\u1ec5 ch\u1ecbu nh\u01b0ng b\u0103ng m\u1ecfng. \u0110\u00f3 l\u00e0 Always Ultra Thins. * Qu\u1ea7n Kaki kh\u00f4ng nh\u00e0u. \u0110\u00f3 l\u00e0 Dockers. * M\u1ed9t lo\u1ea1i v\u1ea3i m\u1ec1m m\u1ea1i v\u00e0 c\u00f3 kh\u1ea3 n\u0103ng h\u1ea5p thu nh\u01b0 v\u1ea3i b\u00f4ng m\u00e0 l\u1ea1i kh\u00f4ng th\u1ea5m n\u01b0\u1edbc. \u0110\u00f3 l\u00e0 Goretex. \u00b7 M\u1ed9t lo\u1ea1i \u00f4-t\u00f4 c\u00f3 s\u1ee9c ch\u1ee9a nh\u01b0 lo\u1ea1i xe h\u1ed9p (sedan) nh\u01b0ng \u0111i\u1ec1u khi\u1ec3n nh\u01b0 xe th\u1ec3 thao. \u0110\u00f3 l\u00e0 BMW.<\/p>\n<p>PH\u01af\u01a0NG PH\u00c1P CHU\u1ed6I TI\u00caU D\u00d9NG. \u1ede \u0111\u00e2y nh\u00e0 marketing s\u1ebd ph\u1ecfng v\u1ea5n ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ec3 l\u1eadp h\u1ed3 s\u01a1 c\u00e1c b\u01b0\u1edbc \u0111i c\u1ee7a h\u1ecd trong qu\u00e1 tr\u00ecnh mua s\u1eafm, s\u1eed d\u1ee5ng, v\u00e0 v\u1ee9t b\u1ecf m\u1ed9t s\u1ea3n ph\u1ea9m. Nh\u00e0 marketing s\u1ebd v\u1ebd ra b\u1ea3n \u0111\u1ed3 \u201cchu\u1ed7i ti\u00eau d\u00f9ng\u201d v\u00e0 sau \u0111\u00f3 xem x\u00e9t t\u1eebng b\u01b0\u1edbc \u0111\u1ec3 c\u00f4ng ty c\u00f3 th\u1ec3 \u0111\u01b0a ra m\u1ed9t v\u00e0i s\u1ea3n ph\u1ea9m m\u1edbi, d\u1ecbch v\u1ee5 hay c\u00e1c l\u1ee3i \u00edch m\u1edbi. B\u1ea3ng 3-3 tr\u00ecnh b\u00e0y m\u1eabu c\u00e1c c\u00e2u h\u1ecfi c\u00f3 th\u1ec3 d\u00f9ng \u0111\u1ec3 h\u1ecfi. B\u1ea3ng 3-3 S\u1eed d\u1ee5ng chu\u1ed7i ti\u00eau d\u00f9ng \u0111\u1ec3 t\u00ecm ra c\u00e1c c\u01a1 h\u1ed9i m\u1edbi 1. B\u1eb1ng c\u00e1c n\u00e0o kh\u00e1ch h\u00e0ng nh\u1eadn ra h\u1ecd c\u00f3 nhu c\u1ea7u \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 n\u00e0o? 2. L\u00e0m th\u1ebf n\u00e0o kh\u00e1ch h\u00e0ng bi\u1ebft \u0111\u01b0\u1ee3c s\u1ea3n ph\u1ea9m m\u1eddi ch\u00e0o c\u1ee7a b\u1ea1n? 3. Kh\u00e1ch h\u00e0ng \u0111\u01b0a ra s\u1ef1 l\u1ef1a ch\u1ecdn cu\u1ed1i c\u00f9ng c\u1ee7a h\u1ecd nh\u01b0 th\u1ebf n\u00e0o? 4. Kh\u00e1ch h\u00e0ng \u0111\u1eb7t h\u00e0ng v\u00e0 mua s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n 5. S\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n \u0111\u01b0\u1ee3c chuy\u1ec3n \u0111\u1ebfn kh\u00e1ch h\u00e0ng nh\u01b0 th\u1ebf n\u00e0o? 6. \u0110i\u1ec1u g\u00ec x\u1ea3y ra khi s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n \u0111\u01b0\u1ee3c chuy\u1ec3n \u0111\u1ebfn kh\u00e1ch h\u00e0ng? 7. S\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n \u0111\u01b0\u1ee3c l\u1eafp \u0111\u1eb7t nh\u01b0 th\u1ebf n\u00e0o? 8. Ng\u01b0\u1eddi ta tr\u1ea3 ti\u1ec1n cho s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n nh\u01b0 th\u1ebf n\u00e0o? 9. S\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n \u0111\u01b0\u1ee3c c\u1ea5t gi\u1eef trong kho nh\u01b0 th\u1ebf n\u00e0o? 10. S\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n \u0111\u01b0\u1ee3c di chuy\u1ec3n qua l\u1ea1i nh\u01b0 th\u1ebf n\u00e0o? 11. Kh\u00e1ch h\u00e0ng th\u1ef1c s\u1ef1 s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n cho c\u00e1i g\u00ec? 12. Kh\u00e1ch h\u00e0ng c\u1ea7n s\u1ef1 gi\u00fap \u0111\u1ee1 g\u00ec khi h\u1ecd s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n? 13. Th\u1ebf c\u00f2n vi\u1ec7c tr\u1ea3 l\u1ea1i ho\u1eb7c \u0111\u1ed5i l\u1ea1i s\u1ea3n ph\u1ea9m th\u00ec sao? 14. S\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n s\u1ebd \u0111\u01b0\u1ee3c s\u1eeda ch\u1eefa hay ch\u0103m s\u00f3c nh\u01b0 th\u1ebf n\u00e0o? \u00b7 \u0110i\u1ec1u g\u00ec x\u1ea3y ra khi s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n b\u1ecb v\u1ee9t b\u1ecf hay kh\u00f4ng c\u00f2n \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng n\u1eefa? Ngu\u1ed3n: Ian C. MacMilan v\u00e0 Riat Gunther McGrath, \u201cKh\u00e1m ph\u00e1 nh\u1eefng \u0111i\u1ec3m kh\u00e1c bi\u1ec7t m\u1edbi.\u201d Harvard Business, th\u00e1ng 7 v\u00e0 th\u00e1ng 8-1997, trang 133-145. Gi\u00e1\u01b0 Sandra Vandermerwe \u0111\u00e3 \u0111\u01b0a ra nhi\u1ec1u minh h\u1ecda s\u1eed d\u1ee5ng m\u1ed9t \u00fd t\u01b0\u1edfng t\u01b0\u01a1ng t\u1ef1, m\u00e0 b\u00e0 g\u1ecdi l\u00e0 l\u1eadp b\u1ea3n \u0111\u1ed3 Chu k\u1ef3 Ho\u1ea1t \u0111\u1ed9ng c\u1ee7a Kh\u00e1ch h\u00e0ng. Gi\u1ea3 s\u1eed IBM mu\u1ed1n cung c\u1ea5p s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 th\u00f4ng tin ho\u00e0n h\u1ea3o cho ng\u00e0nh ng\u00e2n h\u00e0ng. Th\u00e1ch th\u1ee9c c\u1ee7a IBM s\u1ebd l\u00e0 l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 bi\u1ebft \u0111\u01b0\u1ee3c m\u1ed9t ng\u00e2n https:\/\/thuviensach.vn h\u00e0ng s\u1ebd c\u00f3 quy\u1ebft \u0111\u1ecbnh, \u0111\u1ecbnh h\u00ecnh, v\u00e0 qu\u1ea3n l\u00fd h\u1ec7 th\u1ed1ng th\u00f4ng tin c\u1ee7a h\u1ecd nh\u01b0 th\u1ebf n\u00e0o. V\u00e0o l\u00fac n\u00e0o \u0111\u00f3 ng\u00e2n h\u00e0ng c\u00f3 th\u1ec3 s\u1ebd xem x\u00e9t c\u00f3 c\u1ea7n c\u1ea3i thi\u1ec7n h\u1ec7 th\u1ed1ng th\u00f4ng tin hay kh\u00f4ng. Ng\u00e2n h\u00e0ng c\u1ea7n ph\u1ea3i bi\u1ebft nh\u1eefng s\u1ef1 l\u1ef1a ch\u1ecdn v\u1ec1 c\u00f4ng ngh\u1ec7 tin h\u1ecdc (IT) c\u1ee7a m\u00ecnh. C\u00e2n nh\u1eafc l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 li\u00ean k\u1ebft h\u1ec7 th\u1ed1ng hi\u1ec7n c\u00f3 c\u1ee7a m\u00ecnh v\u00e0o h\u1ec7 th\u1ed1ng m\u1edbi. R\u1ed3i ng\u00e2n h\u00e0ng c\u00f3 th\u1ec3 s\u1eb5n s\u00e0ng \u0111\u1ec3 l\u1ef1a ch\u1ecdn m\u1ed9t \u0111\u1ea1i l\u00fd. Sau \u0111\u00f3 l\u00e0 vi\u1ec7c l\u1eafp \u0111\u1eb7t v\u00e0 v\u1eadn h\u00e0nh, hu\u1ea5n luy\u1ec7n nh\u00e2n vi\u00ean, v\u00e0 sau \u0111\u00f3 l\u00e0 duy tu b\u1ea3o d\u01b0\u1ee1ng v\u00e0 s\u1eeda ch\u1eefa n\u1ebfu c\u1ea7n. Sau \u0111\u00f3 m\u1ed9t th\u1eddi gian, ng\u00e2n h\u00e0ng s\u1ebd r\u00e0 so\u00e1t l\u1ea1i v\u00e0 ti\u1ebfp t\u1ee5c c\u1eadp nh\u1eadt h\u1ec7 th\u1ed1ng IT c\u1ee7a m\u00ecnh. V\u1edbi chu k\u1ef3 ho\u1ea1t \u0111\u1ed9ng c\u1ee7a kh\u00e1ch h\u00e0ng, th\u00e1ch th\u1ee9c c\u1ee7a IBM l\u00e0 ch\u1ee9ng minh cho ng\u00e2n h\u00e0ng th\u1ea5y c\u00f4ng ty c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t \u0111\u1ed1i t\u00e1c \u01b0u vi\u1ec7t trong vi\u1ec7c cung c\u1ea5p s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5, c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh, v\u00e0 c\u00e1c h\u1ec7 th\u1ed1ng. B\u1ea3ng 3-4 tr\u00ecnh b\u00e0y chu k\u1ef3 ho\u1ea1t \u0111\u1ed9ng t\u1ed5ng th\u1ec3 c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 \u0111\u01b0a th\u00eam c\u00e1c \u00f4 v\u00e0o m\u1ed7i b\u01b0\u1edbc ch\u1ec9 r\u00f5 vi\u1ec7c IBM c\u00f3 th\u1ec3 l\u00e0m t\u0103ng th\u00eam gi\u00e1 tr\u1ecb. B\u1ea3ng 3-4 Chu k\u1ef3 ho\u1ea1t \u0111\u1ed9ng c\u1ee7a kh\u00e1ch h\u00e0ng: Kh\u00e1ch h\u00e0ng Ng\u00e2n h\u00e0ng c\u1ee7a IBM (\u0110\u01a1n gi\u1ea3n h\u00f3a) Ngu\u1ed3n: Sandra Vandermerwe, The Eleveth Commandment: Transforming to \u201cOwn\u201d Customers (London: Wiley, 1996), trang 117 v\u00e0 121. Chu k\u1ef3 ho\u1ea1t \u0111\u1ed9ng c\u1ee7a kh\u00e1ch h\u00e0ng n\u00f3i l\u00ean r\u1eb1ng IBM c\u1ea7n ph\u1ea3i tham kh\u1ea3o \u00fd ki\u1ebfn ng\u00e2n h\u00e0ng v\u1ec1 nh\u1eefng s\u1ef1 l\u1ef1a ch\u1ecdn chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a ng\u00e2n h\u00e0ng, cung c\u1ea5p c\u00e1c h\u1ec7 th\u1ed1ng v\u00e0 li\u00ean k\u1ebft ph\u1ea7n m\u1ec1m, ki\u1ebfn ngh\u1ecb thay th\u1ebf thi\u1ebft b\u1ecb c\u0169, ki\u1ebfn ngh\u1ecb ch\u01b0\u01a1ng tr\u00ecnh \u0111\u00e0o t\u1ea1o v\u00e0 ch\u01b0\u01a1ng tr\u00ecnh b\u1ea3o d\u01b0\u1ee1ng d\u1ef1 ph\u00f2ng v.v\u2026 V\u1ea5n \u0111\u1ec1 ch\u00ednh l\u00e0 \u1edf ch\u1ed7 nh\u00e0 marketing, \u1edf \u0111\u00e2y l\u00e0 IBM, kh\u00f4ng ch\u1ec9 t\u1eadp trung v\u00e0o vi\u1ec7c b\u00e1n cho ng\u00e2n h\u00e0ng gi\u00e1 tr\u1ecb mua h\u00e0ng \u01b0u vi\u1ec7t h\u01a1n. IBM c\u00f2n ph\u1ea3i c\u00f3 tr\u00e1ch nhi\u1ec7m b\u00e1n gi\u00e1 tr\u1ecb s\u1eed d\u1ee5ng \u01b0u vi\u1ec7t h\u01a1n. IBM kh\u00f4ng n\u00ean coi \u0111\u00e2y ch\u1ec9 l\u00e0 s\u1ef1 giao d\u1ecbch m\u1ed9t l\u1ea7n r\u1ed3i th\u00f4i m\u00e0 ph\u1ea3i coi \u0111\u00f3 l\u00e0 m\u1ed1i quan h\u1ec7 ti\u1ebfp di\u1ec5n nh\u1eb1m t\u1ea1o ra gi\u00e1 tr\u1ecb \u01b0u vi\u1ec7t h\u01a1n cho kh\u00e1ch h\u00e0ng v\u00e0o b\u1ea5t c\u1ee9 l\u00fac n\u00e0o.<\/p>\n<ul>\n<li>Cung c\u1ea5p s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 m\u1edbi.<\/li>\n<li>* M\u1ed9t c\u00f4ng ty c\u00f3 th\u1ec3 t\u1ed5 ch\u1ee9c n\u1ed9i b\u1ed9 nh\u01b0 th\u1ebf n\u00e0o \u0111\u1ec3 t\u00ecm th\u1ea5y nhi\u1ec1u c\u01a1 h\u1ed9i h\u1ee9a h\u1eb9n h\u01a1n?<br \/>\n* Nh\u1eefng con \u0111\u01b0\u1eddng t\u0103ng tr\u01b0\u1edfng ch\u1ee7 y\u1ebfu c\u00f3 th\u1ec3 c\u00f3 c\u1ee7a c\u00e1c c\u00f4ng ty l\u00e0 g\u00ec?<\/li>\n<li>\n<h2><\/h2>\n<\/li>\n<\/ul>\n<h3>Nh\u1eefng con \u0111\u01b0\u1eddng t\u0103ng tr\u01b0\u1edfng ch\u1ee7 y\u1ebfu c\u00f3 th\u1ec3 c\u00f3 c\u1ee7a c\u00e1c c\u00f4ng ty l\u00e0 g\u00ec?<\/h3>\n<h3>Ch\u00edn c\u00e1ch \u0111\u1ec3 t\u1ea1o n\u00ean nhu c\u1ea7u<\/h3>\n<table>\n<tbody>\n<tr>\n<td width=\"156\"><\/td>\n<td width=\"156\">C\u00e1c s\u1ea3n ph\u1ea9m hi\u1ec7n c\u00f3<\/td>\n<td width=\"156\">C\u00e1c s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c c\u1ea3i ti\u1ebfn<\/td>\n<td width=\"156\">C\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi<\/td>\n<\/tr>\n<tr>\n<td width=\"156\">C\u00e1c<br \/>\nth\u1ecb<br \/>\ntr\u01b0\u1eddng<\/td>\n<td width=\"156\">B\u00e1n \u0111\u01b0\u1ee3c nhi\u1ec1u s\u1ea3n<br \/>\nph\u1ea9m hi\u1ec7n c\u00f3 cho c\u00e1c<br \/>\nlo\u1ea1i kh\u00e1ch h\u00e0ng hi\u1ec7n c\u00f3<br \/>\n(Th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng)<\/td>\n<td width=\"156\">C\u1ea3i ti\u1ebfn c\u00e1c s\u1ea3n ph\u1ea9m<br \/>\nhi\u1ec7n c\u00f3 v\u00e0 b\u00e1n \u0111\u01b0\u1ee3c nhi\u1ec1u h\u01a1n cho c\u00e1c kh\u00e1ch h\u00e0ng hi\u1ec7n<br \/>\nc\u00f3. (C\u1ea3i ti\u1ebfn s\u1ea3n ph\u1ea9m).<\/td>\n<td width=\"156\">Thi\u1ebft k\u1ebf c\u00e1c s\u1ea3n<br \/>\nph\u1ea9m m\u1edbi s\u1ebd thu h\u00fat c\u00e1c<br \/>\nkh\u00e1ch h\u00e0ng hi\u1ec7n c\u00f3.<br \/>\n(Ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m<br \/>\nm\u1edbi)<\/td>\n<\/tr>\n<tr>\n<td width=\"156\"><\/td>\n<td width=\"156\">Th\u00e2m nh\u1eadp v\u00e0 b\u00e1n<br \/>\nc\u00e1c s\u1ea3n ph\u1ea9m \u1edf c\u00e1c khu<br \/>\nv\u1ef1c \u0111\u1ecba l\u00fd kh\u00e1c. (M\u1edf r\u1ed9ng \u0111\u1ecba l\u00fd)<\/td>\n<td width=\"156\">Ch\u00e0o h\u00e0ng v\u00e0 b\u00e1n c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c c\u1ea3i ti\u1ebfn cho c\u00e1c th\u1ecb tr\u01b0\u1eddng thu\u1ed9c khu v\u1ef1c \u0111\u1ecba l\u00fd<\/td>\n<td width=\"156\">Thi\u1ebft k\u1ebf c\u00e1c s\u1ea3n<br \/>\nph\u1ea9m m\u1edbi cho c\u00e1c kh\u00e1ch h\u00e0ng tri\u1ec3n v\u1ecdng \u1edf c\u00e1c khu v\u1ef1c \u0111\u1ecba l\u00fd m\u1edbi.<\/td>\n<\/tr>\n<tr>\n<td width=\"156\"><\/td>\n<td width=\"156\">B\u00e1n c\u00e1c s\u1ea3n ph\u1ea9m<br \/>\nhi\u1ec7n c\u00f3 cho c\u00e1c lo\u1ea1i<br \/>\nkh\u00e1ch h\u00e0ng m\u1edbi (Th\u00e2m<br \/>\nmh\u1eadp ph\u00e2n kh\u00fac)<\/td>\n<td width=\"156\">Ch\u00e0o h\u00e0ng v\u00e0 b\u00e1n c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c c\u1ea3i ti\u1ebfn cho c\u00e1c lo\u1ea1i kh\u00e1ch h\u00e0ng m\u1edbi.<\/td>\n<td width=\"156\">Thi\u1ebft k\u1ebf c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi \u0111\u1ec3 b\u00e1n cho \u00e1c lo\u1ea1i kh\u00e1ch h\u00e0ng m\u1edbi. (\u0110a d\u1ea1ng h\u00f3a)<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Ngo\u00e0i ra, c\u00f3 hai con \u0111\u01b0\u1eddng t\u0103ng tr\u01b0\u1edfng c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c b\u1ed5 sung th\u00eam v\u00e0o danh s\u00e1ch \u0111\u01b0\u1ee3c n\u00eau \u1edf B\u1ea3ng tr\u00ean m\u00e0 trong ma tr\u1eadn n\u00e0y ch\u01b0a \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n r\u00f5. \u0110\u00f3 l\u00e0 (1) \u0111\u1ed5i m\u1edbi c\u00e1c h\u1ec7 th\u1ed1ng cung c\u1ea5p gi\u00e1 tr\u1ecb v\u00e0 (2) x\u00e2m nh\u1eadp v\u00e0o c\u00e1c kh\u00f4ng gian th\u1ecb tr\u01b0\u1eddng m\u1edbi.<\/p>\n<h3>* L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 m\u1ed9t c\u00f4ng ty c\u00f3 th\u1ec3 \u0111\u00e1nh gi\u00e1 v\u00e0 l\u1ef1a ch\u1ecdn gi\u1eefa nhi\u1ec1u c\u01a1 h\u1ed9i?<\/h3>\n<p>Nh\u1eefng c\u00f4ng ty may m\u1eafn nh\u1eadn ra c\u00f3 nhi\u1ec1u c\u01a1 h\u1ed9i th\u1ecb tr\u01b0\u1eddng d\u00e0nh cho m\u00ecnh l\u1ea1i g\u1eb7p ph\u1ea3i m\u1ed9t v\u1ea5n \u0111\u1ec1 m\u1edbi, t\u1ee9c l\u00e0, l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 quy\u1ebft \u0111\u1ecbnh c\u01a1 h\u1ed9i n\u00e0o l\u00e0 t\u1ed1t nh\u1ea5t \u0111\u1ec3 theo \u0111u\u1ed5i. H\u1ecd mu\u1ed1n h\u00e1i c\u00e1c qu\u1ea3 t\u00e1o, ch\u1ee9 kh\u00f4ng ph\u1ea3i c\u00e1c qu\u1ea3 chanh. H\u1ea7u h\u1ebft c\u00e1c c\u00f4ng ty \u0111\u1ec1u l\u1eadp ra c\u00e1c ti\u00eau chu\u1ea9n \u0111\u1ec3 \u0111\u1ecbnh h\u01b0\u1edbng vi\u1ec7c nghi\u00ean c\u1ee9u v\u00e0 l\u1ef1a ch\u1ecdn c\u00e1c d\u1ef1 \u00e1n th\u00edch \u0111\u00e1ng. Ch\u1eb3ng h\u1ea1n, c\u00f4ng ty Gould Corporation \u0111\u00e3 l\u1eadp ra c\u00e1c ti\u00eau chu\u1ea9n sau \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 c\u00e1c c\u01a1 h\u1ed9i ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi: * S\u1ea3n ph\u1ea9m ph\u1ea3i c\u00f3 th\u1ec3 s\u1eb5n s\u00e0ng \u0111\u1ec3 tung ra th\u1ecb tr\u01b0\u1eddng trong v\u00f2ng n\u0103m n\u0103m. * S\u1ea3n ph\u1ea9m ph\u1ea3i c\u00f3 ti\u1ec1m n\u0103ng th\u1ecb tr\u01b0\u1eddng \u00edt nh\u1ea5t 50 tri\u1ec7u \u0111\u00f4-la v\u00e0 t\u1ef7 l\u1ec7 t\u0103ng tr\u01b0\u1edfng l\u00e0 15%, * S\u1ea3n ph\u1ea9m ph\u1ea3i \u0111em l\u1ea1i \u00edt nh\u1ea5t 30% l\u1ee3i nhu\u1eadn tr\u00ean doanh s\u1ed1 v\u00e0 40% tr\u00ean v\u1ed1n * S\u1ea3n ph\u1ea9m ph\u1ea3i c\u00f3 kh\u1ea3 n\u0103ng chi\u1ebfm \u0111\u01b0\u1ee3c v\u1ecb tr\u00ed d\u1eabn \u0111\u1ea7u v\u1ec1 k\u1ef9 thu\u1eadt hay th\u1ecb tr\u01b0\u1eddng. C\u00e1c ti\u00eau chu\u1ea9n tr\u00ean gi\u00fap cho c\u00f4ng ty Gould s\u00e0ng l\u1ecdc b\u1ecf \u0111i c\u00e1c \u00fd t\u01b0\u1edfng \u0111\u00e1ng ch\u00fa \u00fd kh\u00e1c \u0111\u1ec3 t\u1eadp trung v\u00e0o \u00fd t\u01b0\u1edfng th\u00edch h\u1ee3p nh\u1ea5t v\u1edbi ng\u00e0nh ngh\u1ec1 kinh doanh v\u00e0 ti\u00eau chu\u1ea9n \u0111\u1ea7u t\u01b0 c\u1ee7a m\u00ecnh. \u0110\u1ed1i v\u1edbi c\u00e1c \u00fd t\u01b0\u1edfng \u0111\u00e3 \u0111\u01b0\u1ee3c ch\u1ea5p nh\u1eadn, c\u00f4ng ty c\u1ea7n \u0111o l\u01b0\u1eddng m\u1ee9c \u0111\u1ed9 l\u1ee3i nhu\u1eadn ti\u1ec1m t\u00e0ng so v\u1edbi r\u1ee7i ro c\u00f3 th\u1ec3 c\u00f3. C\u00f3 m\u1ed9t c\u00e2u chuy\u1ec7n k\u1ec3 v\u1ec1 m\u1ed9t ch\u1ee7 t\u1ecbch c\u00f4ng ty c\u00f3 l\u1ea7n xem x\u00e9t ki\u1ebfn ngh\u1ecb v\u1ec1 m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi m\u00e0 d\u1ef1 ki\u1ebfn c\u00f3 th\u1ec3 \u0111em l\u1ea1i l\u1ee3i nhu\u1eadn 50 tri\u1ec7u \u0111\u00f4-la trong v\u00f2ng \u0111\u1eddi c\u1ee7a n\u00f3. \u00d4ng ta ch\u1ea5t v\u1ea5n l\u1ea1i b\u1eb1ng c\u00e2u h\u1ecfi: \u201cN\u1ebfu nh\u01b0 ch\u00fang ta sai l\u1ea7m, th\u00ec t\u1ed5n th\u1ea5t s\u1ebd l\u00e0 bao nhi\u00eau?\u201d Ng\u01b0\u1eddi qu\u1ea3n l\u00fd ph\u1ee5 tr\u00e1ch ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi tr\u1ea3 l\u1eddi r\u1eb1ng r\u1ee7i ro b\u1ea5t l\u1ee3i n\u00e0y c\u00f3 th\u1ec3 g\u00e2y t\u1ed5n th\u1ea5t 10 tri\u1ec7u \u0111\u00f4-la. \u00d4ng t\u1ed5ng gi\u00e1m \u0111\u1ed1c l\u1eadp t\u1ee9c b\u00e1c b\u1ecf \u0111\u1ec1 ngh\u1ecb n\u00e0y v\u00ec r\u1ee7i ro b\u1ea5t l\u1ee3i. Tuy v\u1eady, \u0111\u00e1ng l\u1ebd ra \u00f4ng ta n\u00ean \u0111\u1eb7t th\u00eam m\u1ed9t c\u00e2u h\u1ecfi n\u1eefa tr\u01b0\u1edbc khi c\u00f3 m\u1ed9t quy\u1ebft \u0111\u1ecbnh v\u1ed9i v\u00e0ng: \u201cTh\u1ebf x\u00e1c su\u1ea5t ch\u00fang ta c\u00f3 th\u1ec3 b\u1ecb m\u1ea5t 10 tri\u1ec7u \u0111\u00f4-la l\u00e0 bao nhi\u00eau?\u201d N\u1ebfu x\u00e1c su\u1ea5t l\u00e0 10%, th\u00ec \u00f4ng ta n\u00ean cho ti\u1ebfn h\u00e0nh d\u1ef1 \u00e1n. C\u00f2n n\u1ebfu x\u00e1c su\u1ea5t n\u00e0y l\u1edbn, ch\u1eb3ng h\u1ea1n 50% th\u00ec \u00f4ng ta m\u1edbi n\u00ean th\u00f4i tr\u00f2 ch\u01a1i n\u00e0y. \u01af\u1edbc t\u00ednh x\u00e1c su\u1ea5t th\u00e0nh c\u00f4ng t\u1ed5ng th\u1ec3 c\u1ee7a vi\u1ec7c \u0111\u01b0a ra s\u1ea3n ph\u1ea9m m\u1edbi th\u01b0\u1eddng bao g\u1ed3m ba \u01b0\u1edbc t\u00ednh x\u00e1c su\u1ea5t ri\u00eang bi\u1ec7t sau: X\u00e1c su\u1ea5t th\u00e0nh c\u00f4ng = (X\u00e1c su\u1ea5t ho\u00e0n th\u00e0nh v\u1ec1 k\u1ef9 thu\u1eadt) x (X\u00e1c su\u1ea5t th\u01b0\u01a1ng m\u1ea1i h\u00f3a theo s\u1ef1 ho\u00e0n th\u00e0nh v\u1ec1 k\u1ef9 thu\u1eadt) x (X\u00e1c xu\u1ea5t th\u00e0nh c\u00f4ng v\u1ec1 kinh t\u1ebf theo s\u1ef1 th\u01b0\u01a1ng m\u1ea1i h\u00f3a \u0111\u00f3. V\u00ed d\u1ee5 n\u1ebfu ba x\u00e1c su\u1ea5t \u0111\u01b0\u1ee3c \u01b0\u1edbc t\u00ednh l\u1ea7n l\u01b0\u1ee3t l\u00e0 0.5; 0.65; v\u00e0 0.74 th\u00ec c\u00f4ng ty c\u00f3 th\u1ec3 suy ra x\u00e1c su\u1ea5t th\u00e0nh c\u00f4ng t\u1ed5ng th\u1ec3 l\u00e0 0.24. Khi \u0111\u00f3 c\u00f4ng ty s\u1ebd ph\u1ea3i quy\u1ebft \u0111\u1ecbnh xem ti\u1ec1m n\u0103ng l\u1ee3i nhu\u1eadn c\u00f3 \u0111\u1ee7 l\u1edbn \u0111\u1ec3 b\u1ea3o \u0111\u1ea3m cho vi\u1ec7c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m hay kh\u00f4ng khi x\u00e1c su\u1ea5t th\u00e0nh c\u00f4ng t\u1ed5ng th\u1ec3 th\u1ea5p nh\u01b0 v\u1eady.<\/p>\n<h2>\u00a0L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 m\u1ed9t c\u00f4ng ty c\u00f3 th\u1ec3 n\u00e2ng cao t\u1ef7 l\u1ec7 th\u00e0nh c\u00f4ng khi tung ra c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi v\u00e0 d\u1ecbch v\u1ee5 m\u1edbi<\/h2>\n<p>T\u00ecm ra c\u00e1c c\u01a1 h\u1ed9i c\u00f3 v\u1ebb r\u1ea5t h\u1ea5p d\u1eabn l\u00e0 m\u1ed9t chuy\u1ec7n; c\u00f2n c\u00f3 c\u00e1c c\u01a1 h\u1ed9i \u0111\u00f3 th\u00e0nh c\u00e1c s\u1ea3n ph\u1ea9m th\u01b0\u01a1ng m\u1ea1i th\u00e0nh c\u00f4ng hay kh\u00f4ng l\u1ea1i l\u00e0 chuy\u1ec7n kh\u00e1c. T\u1ef7 l\u1ec7 th\u1ea5t b\u1ea1i c\u1ee7a s\u1ea3n ph\u1ea9m m\u1edbi l\u00e0 kh\u00e1 cao, 80-90% \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m ti\u00eau d\u00f9ng \u0111\u1ea1i tr\u00e0 c\u00f3 bao b\u00ec v\u00e0 20-30% \u0111\u1ed1i v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m c\u00f4ng nghi\u1ec7p. T\u1ea1i sao c\u00f3 s\u1ef1 kh\u00e1c bi\u1ec7t nh\u01b0 v\u1eady? C\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1edbi c\u1ee7a c\u00e1c s\u1ea3n ph\u1ea9m ti\u00eau d\u00f9ng nhanh th\u01b0\u1eddng r\u1ea5t gi\u1ed1ng v\u1edbi c\u00e1c th\u01b0\u01a1ng hi\u1ec7u \u0111ang t\u1ed3n t\u1ea1i, \u0111\u01b0\u1ee3c tung ra th\u1ecb tr\u01b0\u1eddng b\u1eb1ng \u0111\u1ee3t qu\u1ea3ng c\u00e1o l\u1edbn c\u00f3 hi\u1ec7u qu\u1ea3 kh\u00f4ng ch\u1eafc ch\u1eafn, v\u00e0 c\u1ea7n ph\u1ea3i \u0111\u00e1nh b\u1eadt th\u00f3i quen c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u00edch mua h\u00e0ng hi\u1ec7u quen thu\u1ed9c \u0111\u00e3 c\u00f3 c\u1ee7a h\u1ecd. C\u00e1c c\u00f4ng ty h\u00e0ng h\u00f3a c\u00f4ng nghi\u1ec7p th\u01b0\u1eddng \u0111\u01b0a ra c\u00e1c s\u1ea3n ph\u1ea9m m\u1edbi khi nhu c\u1ea7u \u0111\u00e3 \u0111\u01b0\u1ee3c nghi\u00ean c\u1ee9u k\u1ef9 l\u01b0\u1ee1ng, theo \u0111\u00f3 h\u1ecd c\u00f3 th\u1ec3 \u0111\u01b0a s\u1ea3n ph\u1ea9m cho c\u00e1c c\u00f4ng ty quan t\u00e2m th\u1eed nghi\u1ec7m tr\u01b0\u1edbc, v\u00e0 h\u1ecd \u0111\u00e3 c\u00f3 s\u1eb5n danh s\u00e1ch kh\u00e1ch h\u00e0ng c\u00f3 tri\u1ec3n v\u1ecdng cao. Trong khi ph\u00e1t tri\u1ec3n v\u00e0 tung ra m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi th\u00ec c\u00f3 r\u1ea5t nhi\u1ec1u \u0111i\u1ec1u tr\u1ee5c tr\u1eb7c c\u00f3 th\u1ec3 x\u1ea3y ra: * T\u1ed5ng gi\u00e1m \u0111\u1ed1c c\u00f3 th\u1ec3 \u0111\u00e3 kh\u1edfi x\u01b0\u1edbng d\u1ef1 \u00e1n nh\u01b0 l\u00e0 m\u1ed9t \u00fd t\u01b0\u1edfng \u01b0a th\u00edch m\u00e0 ch\u01b0a c\u00f3 c\u0103n c\u1ee9 n\u00e0o kh\u1eb3ng \u0111\u1ecbnh t\u00ednh kh\u1ea3 thi c\u1ee7a \u00fd t\u01b0\u1edfng \u0111\u00f3. * Kh\u00e1i ni\u1ec7m s\u1ea3n ph\u1ea9m ban \u0111\u1ea7u c\u00f3 th\u1ec3 \u0111\u00e3 \u0111\u01b0\u1ee3c th\u00eam b\u1edbt m\u1ed7i khi chuy\u1ec3n qua t\u1eebng ph\u00f2ng ban, cho \u0111\u1ebfn khi n\u00f3 tr\u1edf n\u00ean kh\u00f4ng c\u00f2n gi\u1ed1ng v\u1edbi \u00fd t\u01b0\u1edfng t\u1ed1t \u0111\u1eb9p ban \u0111\u1ea7u. * C\u00e1c ph\u00f2ng ban kh\u00e1c nhau c\u00f3 th\u1ec3 \u0111\u00e3 c\u01b0\u1ee1ng \u00e9p s\u1ef1 c\u00e2n \u0111\u1ed1i gi\u1eefa ti\u1ebft ki\u1ec7m chi ph\u00ed v\u00e0 doanh s\u1ed1 l\u00e0m cho s\u1ea3n ph\u1ea9m cu\u1ed1i c\u00f9ng tr\u1edf n\u00ean k\u00e9m s\u1ee9c h\u1ea5p d\u1eabn \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi mua. * C\u00f4ng ty kh\u00f4ng b\u1ea3o \u0111\u1ea3m \u0111\u01b0\u1ee3c vi\u1ec7c ki\u1ec3m so\u00e1t th\u1ecb tr\u01b0\u1eddng c\u00f3 ch\u1ea5t l\u01b0\u1ee3ng do kh\u00f4ng thu h\u00fat \u0111\u1ee7 c\u00e1c \u0111\u1ea1i l\u00fd ph\u00e2n ph\u1ed1i c\u00f3 ch\u1ea5t l\u01b0\u1ee3ng. * C\u00f4ng ty kh\u00f4ng mua \u0111\u1ee7 qu\u1ea3ng c\u00e1o \u0111\u1ec3 t\u1ea1o \u0111\u01b0\u1ee3c s\u1ef1 ch\u00fa \u00fd c\u1ea7n thi\u1ebft v\u00e0 \u00fd mu\u1ed1n th\u1eed nghi\u1ec7m trong d\u01b0 lu\u1eadn. * C\u00f4ng ty \u0111\u1ecbnh gi\u00e1 s\u1ea3n ph\u1ea9m qu\u00e1 c * C\u00f4ng ty \u0111\u1ea7u t\u01b0 qu\u00e1 nhi\u1ec1u v\u00e0o s\u1ea3n ph\u1ea9m m\u1edbi \u0111\u1ebfn n\u1ed7i tung n\u00f3 ra th\u1ecb tr\u01b0\u1eddng v\u1edbi hy v\u1ecdng thu h\u1ed3i l\u1ea1i c\u00e1c ph\u00ed t\u1ed5n \u0111\u00e3 \u0111\u1ea7u t\u01b0. \u0110\u1ec3 x\u00e2y d\u1ef1ng m\u1ed9t b\u1ee9c tranh ph\u1ea3n \u1ea3nh c\u00e1c y\u1ebfu t\u1ed1 chung c\u00f3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn vi\u1ec7c \u0111\u01b0a ra s\u1ea3n ph\u1ea9m th\u00e0nh c\u00f4ng, Madique v\u00e0 Zirger \u0111\u00e3 y\u00eau c\u1ea7u nhi\u1ec1u c\u00f4ng ty \u0111i\u1ec7n t\u1eed n\u00eau t\u00ean nh\u1eefng s\u1ea3n ph\u1ea9m th\u00e0nh c\u00f4ng nh\u1ea5t c\u1ee7a h\u1ecd v\u00e0 cung c\u1ea5p th\u00f4ng tin cho t\u1eebng tr\u01b0\u1eddng h\u1ee3p. Qua \u0111\u00f3 h\u1ecd t\u00ecm ra c\u00e1c y\u1ebfu t\u1ed1 chung c\u00f3 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn vi\u1ec7c \u0111\u01b0a ra c\u00e1c s\u1ea3n ph\u1ea9m th\u00e0nh c\u00f4ng, \u0111\u00f3 l\u00e0: * T\u1ea5t c\u1ea3 c\u00e1c s\u1ea3n ph\u1ea9m th\u00e0nh c\u00f4ng \u0111\u1ec1u c\u00f3 s\u1ef1 \u01b0\u1edbc t\u00ednh m\u1ee9c l\u1ee3i nhu\u1eadn \u0111em l\u1ea1i r\u1ea5t cao. C\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u ph\u00e1t hi\u1ec7n ra r\u1eb1ng c\u00e1c \u01b0\u1edbc t\u00ednh l\u1ee3i nhu\u1eadn tr\u01b0\u1edbc khi th\u1ef1c hi\u1ec7n d\u1ef1 \u00e1n th\u01b0\u1eddng l\u00e0 qu\u00e1 l\u1ea1c quan. Do \u0111\u00f3 n\u1ebfu \u01b0\u1edbc t\u00ednh l\u1ee3i nhu\u1eadn r\u1ea5t cao, th\u00ec ngay c\u1ea3 khi m\u1ee9c l\u1ee3i nhu\u1eadn \u0111\u00f3 kh\u00f4ng \u0111\u1ea1t \u0111\u01b0\u1ee3c, th\u00ec l\u1ee3i nhu\u1eadn thu \u0111\u01b0\u1ee3c v\u1eabn c\u00f2n t\u1ed1t. * C\u00e1c c\u00f4ng ty th\u00e0nh c\u00f4ng \u0111\u1ec1u chi kh\u00e1 nhi\u1ec1u ti\u1ec1n cho vi\u1ec7c qu\u1ea3ng b\u00e1 s\u1ef1 c\u00f3 m\u1eb7t c\u1ee7a s\u1ea3n ph\u1ea9m. M\u1ed9t s\u1ed1 c\u00f4ng ty m\u1eafc sai l\u1ea7m b\u1ecf r\u1ea5t \u00edt ti\u1ec1n cho vi\u1ec7c qu\u1ea3ng b\u00e1 https:\/\/thuviensach.vn cho r\u1eb1ng khi h\u1ecd \u0111\u00e3 ph\u00e1t minh ra m\u1ed9t c\u00e1i \u201cb\u1eaby chu\u1ed9t t\u1ed1t h\u01a1n\u201d th\u00ec thi\u00ean h\u1ea1 s\u1ebd \u00f9n \u00f9n t\u1ef1 k\u00e9o nhau \u0111\u1ebfn mua. * C\u00e1c s\u1ea3n ph\u1ea9m th\u00e0nh c\u00f4ng th\u01b0\u1eddng l\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c \u0111\u01b0a ra gi\u1edbi thi\u1ec7u \u0111\u1ea7u ti\u00ean, ch\u1ee9 kh\u00f4ng ph\u1ea3i l\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m l\u00e0m vi\u1ec7c t\u1ed1t v\u1edbi nhau. * T\u1ed5ng gi\u00e1m \u0111\u1ed1c c\u1ee7a c\u00f4ng ty r\u1ea5t \u1ee7ng h\u1ed9 c\u00e1c \u00fd t\u01b0\u1edfng v\u00e0 ch\u01b0\u01a1ng tr\u00ecnh ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m m\u1edbi<\/p>\n<h2>H\u01b0\u1edbng d\u1eabn t\u00ecm ra c\u01a1 h\u1ed9i<\/h2>\n<p>Nh\u00e0 v\u0103n Mark Twain c\u00f3 l\u1ea7n k\u00eau ca: \u201cT\u00f4i hi\u1ebfm khi c\u00f3 th\u1ec3 nh\u00ecn th\u1ea5y c\u01a1 h\u1ed9i cho \u0111\u1ebfn khi n\u00f3 kh\u00f4ng c\u00f2n l\u00e0 c\u01a1 h\u1ed9i n\u1eefa.\u201d S\u1ed1 ph\u1eadn c\u1ee7a h\u1ea7u h\u1ebft c\u00e1c c\u00f4ng ty l\u00e0 h\u1ecd s\u1ebd g\u1eb7p ph\u1ea3i m\u1ed9t \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh xu\u1ea5t hi\u1ec7n v\u1edbi c\u00e1i g\u00ec \u0111\u00f3 m\u1edbi m\u1ebb m\u00e0 l\u1ebd ra h\u1ecd \u0111\u00e3 ph\u1ea3i ngh\u0129 ra tr\u01b0\u1edbc. T\u1ec7 h\u01a1n n\u1eefa, \u00fd t\u01b0\u1edfng \u0111\u00f3 c\u00f3 th\u1ec3 \u0111\u00e3 b\u1ecb \u0111\u00e1 qua \u0111\u00e1 l\u1ea1i trong c\u00f4ng ty c\u1ee7a h\u1ecd m\u00e0 kh\u00f4ng n\u1ed5i l\u00ean \u0111\u1ebfn m\u1ee9c h\u1ecd n\u1eafm l\u1ea5y v\u00e0 \u0111\u01b0a n\u00f3 ra. Nh\u1eefng \u00fd t\u01b0\u1edfng hay n\u1eb1m l\u01a1 l\u1eedng \u1edf \u0111\u00e2u \u0111\u00f3 tr\u00ean kh\u00f4ng trng v\u00e0 c\u00e1i ph\u00e2n bi\u1ec7t gi\u1eefa nh\u1eefng ng\u01b0\u1eddi n\u0103ng \u0111\u1ed9ng v\u00e0 nh\u1eefng ng\u01b0\u1eddi b\u1ecb \u0111\u1ed9ng l\u00e0 \u1edf ch\u1ed7 h\u1ecd \u0111\u01b0\u1ee3c t\u1ed5 ch\u1ee9c nh\u01b0 th\u1ebf n\u00e0o \u0111\u1ec3 c\u00f3 th\u1ec3 n\u1eafm b\u1eaft v\u00e0 \u0111\u00e1nh gi\u00e1 c\u00e1c \u00fd t\u01b0\u1edfng v\u00e0 sau \u0111\u00f3 ph\u00e1t tri\u1ec3n v\u00e0 \u0111\u01b0a ra \u00fd t\u01b0\u1edfng \u0111\u00f3 m\u1ed9t c\u00e1ch th\u00e0nh c\u00f4ng. H\u1ea7u h\u1ebft c\u00e1c c\u00f4ng ty \u0111\u1ec1u thi\u1ebfu v\u0103n h\u00f3a \u0111\u1ed5i m\u1edbi,<br \/>\ntrong khi vi\u1ec7c \u0111\u1ed5i m\u1edbi l\u00e0 s\u1ef1 ph\u00f2ng th\u1ee7 t\u1ed1t nh\u1ea5t trong th\u01b0\u01a1ng tr\u01b0\u1eddng c\u1ea1nh tranh kh\u1ed1c li\u1ec7t n\u01a1i m\u00e0 ch\u1ec9 c\u00f3 m\u1ed9t v\u00e0i l\u1ee3i th\u1ebf c\u1ea1nh tranh l\u00e0 c\u00f3 th\u1ec3 t\u1ed3n l\u1ea1i l\u00e2u. Trong khi s\u1ef1 \u0111\u1ed5i m\u1edbi l\u00e0 m\u1ea1o hi\u1ec3m, th\u00ec s\u1ef1 kh\u00f4ng \u0111\u1ed5i m\u1edbi c\u00f3 th\u1ec3 l\u00e0 s\u1ef1 k\u1ebft li\u1ec5u.<br \/>\nD\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 \u0111i\u1ec1u c\u1ea7n suy ngh\u0129 cho \u0111\u01a1n v\u1ecb kinh doanh c\u1ee7a b\u1ea1n:<br \/>\n1. K\u1ec3 ra n\u0103m c\u01a1 h\u1ed9i ch\u00ednh m\u00e0 doanh nghi\u1ec7p c\u1ee7a b\u1ea1n g\u1eb7p ph\u1ea3i. \u0110\u00e1nh gi\u00e1 t\u1eebng c\u01a1 h\u1ed9i \u0111\u00f3 v\u1ec1 l\u1ee3i nhu\u1eadn ti\u1ec1m n\u0103ng c\u1ee7a n\u00f3 v\u00e0 x\u00e1c su\u1ea5t th\u00e0nh c\u00f4ng.<br \/>\n2. Li\u1ec7t k\u00ea m\u1ed9t s\u1ed1 v\u1ea5n \u0111\u1ec1 m\u00e0 kh\u00e1ch h\u00e0ng c\u00f3 \u00fd ki\u1ebfn \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n. \u0110\u1ec1 xu\u1ea5t gi\u1ea3i ph\u00e1p cho t\u1eebng gi\u1ea3i ph\u00e1p \u0111\u00f3.<br \/>\n3. L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 kh\u00e1ch h\u00e0ng th\u1ef1c s\u1ef1 th\u00edch mua v\u00e0 d\u00f9ng s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 c\u1ee7a b\u1ea1n. \u0110i\u1ec1u n\u00e0y g\u1ee3i \u00fd nh\u1eefng c\u01a1 h\u1ed9i g\u00ec cho b\u1ea1n?<br \/>\n4. V\u1ebd s\u01a1 \u0111\u1ed3 chu k\u1ef3 ho\u1ea1t \u0111\u1ed9ng c\u1ee7a kh\u00e1ch h\u00e0ng b\u00ecnh th\u01b0\u1eddng khi kh\u00e1ch h\u00e0ng tr\u1ea3i qua t\u1eeb mua s\u1eafm, s\u1eed d\u1ee5ng, v\u00e0 lo\u1ea1i b\u1ecf s\u1ea3n ph\u1ea9m c\u1ee7a b\u1ea1n. T\u1eeb c\u00e1c \u0111i\u1ec3m trong chu k\u1ef3 ho\u1ea1t \u0111\u1ed9ng c\u1ee7a kh\u00e1ch h\u00e0ng c\u00f3 th\u1ec3 r\u00fat ra nh\u1eefng c\u01a1 h\u1ed9i g\u00ec?<br \/>\n5. C\u00f4ng ty c\u1ee7a b\u1ea1n \u0111\u01b0\u1ee3c t\u1ed5 ch\u1ee9c nh\u01b0 th\u1ebf n\u00e0o \u0111\u1ec3 c\u00f3 th\u1ec3 k\u00edch th\u00edch v\u00e0 thu th\u1eadp c\u00e1c \u00fd t\u01b0\u1edfng v\u1ec1 s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 m\u1edbi? B\u1ea1n h\u00e3y cho \u0111i\u1ec3m \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 c\u1ee7a c\u00f4ng ty b\u1ea1n nh\u01b0 sau:<br \/>\nK\u00e9m: C\u00f4ng ty kh\u00f4ng c\u00f3 c\u00e1ch t\u1ed5 ch\u1ee9c n\u00e0o \u0111\u1ec3 k\u00edch th\u00edch v\u00e0 thu th\u1eadp c\u00e1c \u00fd t \u01b0\u1edfng.<br \/>\nKh\u00e1: C\u00f4ng ty d\u1ef1a v\u00e0o c\u00e1c nh\u00e2n vi\u00ean b\u00e1n h\u00e0ng v\u00e0 b\u1ed9 ph\u1eadn R&amp;D \u0111\u1ec3 l\u1ea5y c\u00e1c \u00fd t\u01b0\u1edfng.<br \/>\nT\u1ed1t: \u0111\u00e3 c\u1eed m\u1ed9t ng\u01b0\u1eddi ch\u1ecbu tr\u00e1ch nhi\u1ec7m th\u00fac \u0111\u1ea9y v\u00e0 thu th\u1eadp c\u00e1c \u00fd t\u01b0\u1edfng, nh\u01b0ng c\u1ea3 h\u1ec7 th\u1ed1ng c\u1ea7n nhi\u1ec1u h\u01a1n th\u1ebf.<br \/>\nXu\u1ea5t s\u1eafc: C\u00f4ng ty c\u00f3 m\u1ed9t h\u1ec7 th\u1ed1ng qu\u1ea3n l\u00fd \u00fd t\u01b0\u1edfng ho\u1ea1t \u0111\u1ed9ng r\u1ea5t t\u1ed1t, \u0111\u01b0a ra \u0111\u01b0\u1ee3c nhi\u1ec1u \u00fd t\u01b0\u1edfng hay.<br \/>\n6. Doanh nghi\u1ec7p c\u1ee7a b\u1ea1n c\u00f3 chu\u1ea9n b\u1ecb m\u1ed9t b\u1ea3n ph\u00e2n t\u00edch kho\u1ea3ng tr\u1ed1ng chi\u1ebfn l\u01b0\u1ee3c hay kh\u00f4ng? Khi c\u00f3 kho\u1ea3ng tr\u1ed1ng \u0111\u00f3 t\u1ed3n t\u1ea1i, doanh nghi\u1ec7p c\u1ee7a b\u1ea1n x\u1eed l\u00fd nh\u01b0 th\u1ebf n\u00e0o? H\u1ea1 th\u1ea5p m\u1ee5c ti\u00eau? T\u1ed5 ch\u1ee9c c\u00e1c cu\u1ed9c h\u1ecdp b\u00e0n \u0111\u1ed9t ph\u00e1?<\/p>","protected":false},"excerpt":{"rendered":"<p>H\u1ea7u h\u1ebft c\u00e1c c\u00f4ng ty \u0111ang g\u1eb7p ph\u1ea3i nh\u1eefng th\u00e1ch th\u1ee9c marketing n\u00e0o? Kh\u00e1ch h\u00e0ng ng\u00e0y c\u00e0ng tinh t\u1ebf v\u00e0 nh\u1ea1y c\u1ea3m h\u01a1n \u0111\u1ed1i v\u1edbi gi\u00e1 c\u1ea3 H\u1ecd kh\u00f4ng c\u00f3 th\u1eddi gian v\u00e0 \u0111\u00f2i h\u1ecfi s\u1ef1 ti\u1ec7n nghi nhi\u1ec1u h\u01a1n H\u1ecd nh\u1eadn th\u1ea5y ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m c\u1ee7a c\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t d\u1ec5 ch\u1ea5p nh\u1eadn [&hellip;]<\/p>","protected":false},"author":20,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,74],"tags":[],"class_list":["post-16562","post","type-post","status-publish","format-standard","hentry","category-chia-se-kien-thuc","category-blog","no-thumb"],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/16562","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\/20"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=16562"}],"version-history":[{"count":18,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/16562\/revisions"}],"predecessor-version":[{"id":16566,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/16562\/revisions\/16566"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=16562"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=16562"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=16562"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}