{"id":4850,"date":"2018-12-27T11:29:01","date_gmt":"2018-12-27T04:29:01","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=4850"},"modified":"2024-09-28T14:58:38","modified_gmt":"2024-09-28T07:58:38","slug":"marketing-thien-can-marketing-myopia","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/marketing-thien-can-marketing-myopia\/","title":{"rendered":"Marketing thi\u1ec3n c\u1eadn (Marketing Myopia)"},"content":{"rendered":"

Hi\u1ec7n nay, khi c\u00f4ng ngh\u1ec7 ph\u00e1t tri\u1ec3n kh\u00e1ch h\u00e0ng giao ti\u1ebfp v\u00e0 k\u1ebft n\u1ed1i tr\u1ef1c ti\u1ebfp v\u1edbi c\u00f4ng ty tr\u1edf n\u00ean thu\u1eadn ti\u1ec7n v\u00e0 d\u1ec5 d\u00e0ng h\u01a1n. Th\u00eam v\u00e0o \u0111\u00f3, doanh nghi\u1ec7p c\u00f3 nhi\u1ec1u c\u01a1 h\u1ed9i h\u01a1n trong vi\u1ec7c nghi\u00ean c\u1ee9u, l\u1eafng nghe th\u1ecb tr\u01b0\u1eddng, kh\u00e1ch h\u00e0ng. Tuy nhi\u00ean c\u00e1 nh\u00e2n t\u00f4i th\u1ea5y th\u1ef1c tr\u1ea1ng t\u1ea1i Vi\u1ec7t Nam kh\u00f4ng khai th\u00e1c \u0111\u01b0\u1ee3c hay khai th\u00e1c r\u1ea5t k\u00e9m.<\/p>\n

Marketing thi\u1ec3n c\u1eadn<\/h2>\n

Marketing myopia<\/strong> (marketing thi\u1ec3n c\u1eadn) <\/strong><\/span>l\u00e0 thu\u1eadt ng\u1eef \u0111\u01b0\u1ee3c gi\u1edbi thi\u1ec7u b\u1edfi nh\u00e0 kinh t\u1ebf h\u1ecdc Theodore Levitt trong b\u00e0i vi\u1ebft kinh \u0111i\u1ec3n “Marketing Myopia” xu\u1ea5t b\u1ea3n n\u0103m 1960. Levitt s\u1eed d\u1ee5ng kh\u00e1i ni\u1ec7m n\u00e0y \u0111\u1ec3 m\u00f4 t\u1ea3 xu h\u01b0\u1edbng c\u00e1c doanh nghi\u1ec7p t\u1eadp trung qu\u00e1 m\u1ee9c v\u00e0o s\u1ea3n ph\u1ea9m hi\u1ec7n t\u1ea1i c\u1ee7a m\u00ecnh thay v\u00ec v\u00e0o nhu c\u1ea7u th\u1ef1c s\u1ef1 c\u1ee7a kh\u00e1ch h\u00e0ng v\u00e0 xu h\u01b0\u1edbng ph\u00e1t tri\u1ec3n c\u1ee7a th\u1ecb tr\u01b0\u1eddng.<\/p>\n

Khi c\u00e1c c\u00f4ng ty m\u1eafc ph\u1ea3i “marketing myopia,” h\u1ecd c\u00f3 th\u1ec3 kh\u00f4ng nh\u1eadn ra c\u00e1c c\u01a1 h\u1ed9i ti\u1ec1m n\u0103ng ho\u1eb7c thay \u0111\u1ed5i trong nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng, t\u1eeb \u0111\u00f3 d\u1eabn \u0111\u1ebfn vi\u1ec7c b\u1ecf l\u1ee1 c\u00e1c xu h\u01b0\u1edbng m\u1edbi v\u00e0 m\u1ea5t d\u1ea7n th\u1ecb ph\u1ea7n v\u00e0o tay \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p><\/blockquote>\n

Th\u1ef1c t\u1ebf l\u00e0, nhi\u1ec1u doanh nghi\u1ec7p nh\u1ea5t l\u00e0 nh\u1eefng doanh nghi\u1ec7p v\u1eeba v\u00e0 nh\u1ecf qu\u00e1 ch\u00fa tr\u1ecdng \u0111\u1ebfn s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 c\u1ee5 th\u1ec3 h\u1ecd cung c\u1ea5p h\u01a1n l\u00e0 vi\u1ec7c cung c\u1ea5p l\u1ee3i \u00edch, tr\u1ea3i nghi\u1ec7m \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u00f4ng qua s\u1ea3n ph\u1ea9m\/d\u1ecbch v\u1ee5 \u0111\u00f3. <\/span>Doanh nghi\u1ec7p hi\u1ec7n c\u00f3 xu h\u01b0\u1edbng cung c\u1ea5p s\u1ea3n ph\u1ea9m c\u00e1i m\u00e0 ch\u1ec9 t\u1ed3n t\u1ea1i d\u1ef1a tr\u00ean mong mu\u1ed1n m\u00e0 qu\u00ean m\u1ea5t b\u1ea3n ch\u1ea5t s\u00e2u b\u00ean trong nhu c\u1ea7u c\u01a1 b\u1ea3n (needs) c\u1ee7a kh\u00e1ch h\u00e0ng. H\u1ecd qu\u00ean m\u1ea5t m\u1ed9t s\u1ea3n ph\u1ea9m ch\u1ec9 l\u00e0 c\u00f4ng c\u1ee5 gi\u00fap kh\u00e1ch h\u00e0ng gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 c\u1ee7a h\u1ecd.<\/span><\/p>\n

C\u00e1c marketer th\u00f4ng minh l\u00e0 nh\u1eefng ng\u01b0\u1eddi lu\u00f4n nh\u00ecn xa v\u00e0 r\u1ed9ng h\u01a1n. Ngo\u00e0i c\u00e1c thu\u1ed9c t\u00ednh c\u1ee7a s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 m\u00e0 h\u1ecd b\u00e1n h\u1ecd c\u00f2n ph\u1ed1i h\u1ee3p m\u1ed9t s\u1ed1 d\u1ecbch v\u1ee5 v\u00e0 s\u1ea3n ph\u1ea9m, h\u1ecd t\u1ea1o ra tr\u1ea3i nghi\u1ec7m th\u01b0\u01a1ng hi\u1ec7u cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/span><\/p>\n

V\u00ed d\u1ee5, b\u1ea1n gh\u00e9 th\u0103m Walt Disney World Resort kh\u00f4ng ch\u1ec9 \u0111\u01a1n gi\u1ea3n l\u00e0 1 n\u01a1i vui ch\u01a1i gi\u1ea3i tr\u00ed m\u00e0 b\u1ea1n c\u00f2n \u0111\u1eafm m\u00ecnh v\u00e0o m\u1ed9t th\u1ebf gi\u1edbi k\u1ef3 di\u1ec7u, m\u1ed9t th\u1ebf gi\u1edbi n\u01a1i nh\u1eefng gi\u1ea5c m\u01a1 tr\u1edf th\u00e0nh hi\u1ec7n th\u1ef1c v\u00e0 m\u1ecdi th\u1ee9 th\u1eddi th\u01a1 b\u00e9 m\u00e0 b\u1ea1n h\u1eb1ng mong \u01b0\u1edbc.
\nHay m\u1ed9t c\u00f4ng ty qu\u1ea3ng c\u00e1o kh\u00f4ng s\u1ea3n xu\u1ea5t ra m\u1ed9t \u0111o\u1ea1n phim qu\u1ea3ng c\u00e1o m\u00e0 l\u00e0 mang l\u1ea1i gi\u1ea3i ph\u00e1p truy\u1ec1n th\u00f4ng marketing t\u00edch h\u1ee3p \u0111\u1ec3 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 kinh doanh c\u1ee7a kh\u00e1ch h\u00e0ng.<\/span><\/p>\n

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

Doanh nghi\u1ec7p c\u1ea7n gi\u1ea3i quy\u1ebft nhu c\u1ea7u kh\u00e1ch h\u00e0ng<\/h2>\n

Ch\u00fang ta kh\u00f4ng b\u00e1n s\u1ea3n ph\u1ea9m, ch\u00fang ta b\u00e1n c\u00e1i kh\u00e1ch h\u00e0ng c\u1ea7n v\u00e0 gi\u1ea3i quy\u1ebft nhu c\u1ea7u \u0111\u00f3 c\u1ee7a kh\u00e1ch h\u00e0ng.<\/span><\/p>\n

Do \u0111\u00f3, c\u00f4ng ty kh\u00f4ng n\u00ean ch\u00fa tr\u1ecdng v\u00e0o s\u1ea3n ph\u1ea9m. C\u00f4ng ty n\u00ean ch\u00fa tr\u1ecdng v\u00e0o kh\u00e1ch h\u00e0ng v\u00e0 l\u1ee3i \u00edch ch\u00fang ta mang l\u1ea1i cho kh\u00e1ch h\u00e0ng. V\u00e0 \u0111\u00f3 l\u00e0 l\u00fd do v\u00ec sao trong kh\u00e1i ni\u1ec7m v\u1ec1 s\u1ea3n ph\u1ea9m, th\u00ec c\u00e1i c\u1ed1t l\u00f5i c\u1ee7a s\u1ea3n ph\u1ea9m kh\u00f4ng ph\u1ea3i l\u00e0 t\u00ednh n\u0103ng c\u1ee7a n\u00f3 m\u00e0 l\u00e0 l\u1ee3i \u00edch n\u00f3 \u0111em l\u1ea1i cho kh\u00e1ch h\u00e0ng.<\/p>\n

S\u1ea3n ph\u1ea9m th\u00ec bi\u1ebfn \u0111\u1ed5i nh\u01b0ng nhu c\u1ea7u c\u1ee7a con ng\u01b0\u1eddi th\u00ec kh\u00f4ng, nh\u1ea5t l\u00e0 nh\u1eefng nhu c\u1ea7u c\u01a1 b\u1ea3n. Do \u0111\u00f3, thay v\u00ec x\u00e1c \u0111\u1ecbnh m\u00ecnh s\u1ea3n xu\u1ea5t g\u00ec, c\u00f4ng ty n\u00ean x\u00e1c \u0111\u1ecbnh m\u00ecnh mang l\u1ea1i l\u1ee3i \u00edch g\u00ec cho kh\u00e1ch h\u00e0ng v\u00e0 t\u00f9y v\u00e0o s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a c\u00f4ng ngh\u1ec7, x\u00e3 h\u1ed9i, con ng\u01b0\u1eddi ch\u00fang ta s\u1ebd c\u00f3 nh\u1eefng b\u01b0\u1edbc \u0111i\u1ec1u ch\u1ec9nh ph\u00f9 h\u1ee3p.<\/p>\n

C\u00f2n b\u1ea1n, b\u1ea1n c\u00f3 c\u1ea3m th\u1ea5y b\u1ea3n th\u00e2n hay c\u00f4ng ty m\u00ecnh \u0111ang nh\u01b0 v\u1eady? V\u00e0 mong mu\u1ed1n c\u00f3 m\u1ed9t b\u01b0\u1edbc \u0111\u01b0\u1eddng s\u1ef1 nghi\u1ec7p c\u0169ng nh\u01b0 doanh nghi\u1ec7p v\u1eefng m\u1ea1nh v\u00e0 ph\u00e1t tri\u1ec3n?<\/p>\n

D\u00e0nh cho marketer mu\u1ed1n c\u1ea3i thi\u1ec7n v\u00e0 \u0111\u1ecbnh h\u00ecnh s\u1ef1 nghi\u1ec7p marketing c\u1ee7a m\u00ecnh: T\u1ea0I \u0110\u00c2Y<\/a><\/strong><\/p>\n

<\/div>","protected":false},"excerpt":{"rendered":"

Hi\u1ec7n nay, khi c\u00f4ng ngh\u1ec7 ph\u00e1t tri\u1ec3n kh\u00e1ch h\u00e0ng giao ti\u1ebfp v\u00e0 k\u1ebft n\u1ed1i tr\u1ef1c ti\u1ebfp v\u1edbi c\u00f4ng ty tr\u1edf n\u00ean thu\u1eadn ti\u1ec7n v\u00e0 d\u1ec5 d\u00e0ng h\u01a1n. Th\u00eam v\u00e0o \u0111\u00f3, doanh nghi\u1ec7p c\u00f3 nhi\u1ec1u c\u01a1 h\u1ed9i h\u01a1n trong vi\u1ec7c nghi\u00ean c\u1ee9u, l\u1eafng nghe th\u1ecb tr\u01b0\u1eddng, kh\u00e1ch h\u00e0ng. Tuy nhi\u00ean c\u00e1 nh\u00e2n t\u00f4i th\u1ea5y th\u1ef1c tr\u1ea1ng […]<\/p>","protected":false},"author":4,"featured_media":4852,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[128,74],"tags":[657],"class_list":["post-4850","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chia-se-kien-thuc","category-blog","tag-marketing-career",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/4850","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=4850"}],"version-history":[{"count":8,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/4850\/revisions"}],"predecessor-version":[{"id":17603,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/4850\/revisions\/17603"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/4852"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=4850"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=4850"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=4850"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}