{"id":36038,"date":"2023-12-08T11:38:51","date_gmt":"2023-12-08T11:38:51","guid":{"rendered":"https:\/\/masterskills.org\/blog\/marketing-tu-duoi-len-bottom-up-marketing-la-gi.html"},"modified":"2023-12-23T21:03:14","modified_gmt":"2023-12-23T14:03:14","slug":"marketing-tu-duoi-len-bottom-up-marketing-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/marketing-tu-duoi-len-bottom-up-marketing-la-gi.html","title":{"rendered":"Marketing t\u1eeb d\u01b0\u1edbi l\u00ean (Bottom-up Marketing) l\u00e0 g\u00ec?"},"content":{"rendered":"
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Marketing t\u1eeb d\u01b0\u1edbi l\u00ean<\/font><\/h2>\n

Kh\u00e1i ni\u1ec7m<\/b><\/p>\n

Marketing t\u1eeb d\u01b0\u1edbi l\u00ean<\/b> trong ti\u1ebfng Anh l\u00e0 Bottom-up Marketing.<\/b><\/p>\n

Marketing t\u1eeb d\u01b0\u1edbi l\u00ean<\/b> l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m kh\u00f4ng c\u00f3 \u0111\u1ecbnh ngh\u0129a duy nh\u1ea5t, nh\u01b0ng m\u1ed9t v\u00e0i \u0111\u1eb7c tr\u01b0ng ri\u00eang khi\u1ebfn cho chi\u1ebfn l\u01b0\u1ee3c n\u00e0y tr\u1edf n\u00ean kh\u00e1c bi\u1ec7t v\u1edbi c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing t\u1eeb tr\u00ean xu\u1ed1ng truy\u1ec1n th\u1ed1ng.\u00a0<\/p>\n

Kh\u00f4ng gi\u1ed1ng nh\u01b0 marketing truy\u1ec1n th\u1ed1ng, khi c\u00e1c gi\u00e1m \u0111\u1ed1c \u0111i\u1ec1u h\u00e0nh t\u1ea1o ra k\u1ebf ho\u1ea1ch marketing v\u00e0 chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec3 qu\u1ea3ng b\u00e1 c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a c\u00f4ng ty, marketing t\u1eeb d\u01b0\u1edbi l\u00ean ch\u1ee7 y\u1ebfu \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n b\u1edfi c\u00e1c nh\u00e2n vi\u00ean c\u1ee7a c\u00f4ng ty.\u00a0<\/p>\n

Nh\u00e2n vi\u00ean nh\u1eadn bi\u1ebft m\u1ed9t kh\u00e1ch h\u00e0ng c\u1ee5 th\u1ec3 c\u1ea7n c\u00f4ng ty \u0111\u00e1p \u1ee9ng v\u00e0 t\u1ea1o ra m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c marketing xung quanh k\u1ebf ho\u1ea1ch h\u00e0nh \u0111\u1ed9ng duy nh\u1ea5t \u0111\u00f3.\u00a0<\/p>\n

Trong cu\u1ed1n s\u00e1ch “Bottom-up Marketing”, Al Ries v\u00e0 Jack Trout cho r\u1eb1ng nh\u00e2n vi\u00ean bi\u1ebft nhi\u1ec1u h\u01a1n v\u1ec1 nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng so v\u1edbi qu\u1ea3n l\u00ed c\u1ea5p cao. \u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0, s\u1ebd hi\u1ec7u qu\u1ea3 h\u01a1n n\u1ebfu \u0111\u1ec3 nh\u00e2n vi\u00ean c\u1ee7a b\u1ea1n l\u00e0 ng\u01b0\u1eddi ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a c\u00f4ng ty, b\u1edfi v\u00ec h\u1ecd l\u00e0 nh\u1eefng ng\u01b0\u1eddi \u0111ang t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng v\u00e0 hi\u1ec3u nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng mu\u1ed1n, c\u0169ng nh\u01b0 nh\u1eefng g\u00ec c\u1ea5p tr\u00ean c\u1ea7n.\u00a0<\/p>\n

T\u00ecm ki\u1ebfm kho\u1ea3ng tr\u1ed1ng trong th\u1ecb tr\u01b0\u1eddng<\/font><\/h3>\n

Trong chi\u1ebfn l\u01b0\u1ee3c marketing t\u1eeb d\u01b0\u1edbi l\u00ean<\/b>, nh\u00e2n vi\u00ean c\u00f3 nhi\u1ec7m v\u1ee5 t\u00ecm ki\u1ebfm nh\u1eefng \u0111i\u1ec1u kh\u00e1ch h\u00e0ng c\u1ea7n m\u00e0 \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh kh\u00f4ng c\u00f3. Ngo\u00e0i vi\u1ec7c l\u1eafng nghe ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng, nh\u00e2n vi\u00ean c\u0169ng ph\u1ea3i ph\u00e2n t\u00edch s\u1ef1 c\u1ea1nh tranh. H\u1ecd n\u00ean nh\u00ecn v\u00e0o c\u00e1c chi\u1ebfn l\u01b0\u1ee3c m\u00e0 c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh \u0111ang theo \u0111u\u1ed5i v\u00e0 nh\u1eefng chi\u1ebfn l\u01b0\u1ee3c ch\u01b0a th\u00e0nh c\u00f4ng. \u0110i\u1ec1u n\u00e0y s\u1ebd gi\u00fap h\u1ecd t\u00ecm th\u1ea5y m\u1ed9t kho\u1ea3ng tr\u1ed1ng tr\u00ean th\u1ecb tr\u01b0\u1eddng m\u00e0 c\u00f4ng ty c\u1ee7a h\u1ecd c\u00f3 th\u1ec3 l\u1ea5p \u0111\u1ea7y. Chi\u1ebfn l\u01b0\u1ee3c marketing sau \u0111\u00f3 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng xung quanh kh\u00e1i ni\u1ec7m n\u00e0y.\u00a0<\/p>\n

T\u00ednh linh ho\u1ea1t<\/font><\/h3>\n

K\u1ebf ho\u1ea1ch marketing c\u1ea7n ph\u1ea3i c\u00f3 s\u1ef1 linh ho\u1ea1t \u0111\u1ec3 ph\u00f9 h\u1ee3p v\u1edbi m\u1ecdi t\u00ecnh hu\u1ed1ng. Chi\u1ebfn l\u01b0\u1ee3c marketing t\u1eeb d\u01b0\u1edbi l\u00ean cho ph\u00e9p b\u1ea1n \u0111i\u1ec1u ch\u1ec9nh n\u1ed7 l\u1ef1c marketing c\u1ee7a m\u00ecnh theo c\u00e1c s\u00e1ng ki\u1ebfn m\u1edbi tr\u00ean th\u1ecb tr\u01b0\u1eddng v\u00e0 c\u00e1c th\u00e1ch th\u1ee9c \u0111\u1ebfn t\u1eeb c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.\u00a0<\/p>\n

N\u1ebfu c\u00f4ng ty c\u1ee7a b\u1ea1n c\u00f3 nhi\u1ec1u \u0111\u1ecba \u0111i\u1ec3m, b\u1ea1n c\u1ee7a th\u1ec3 \u0111i\u1ec1u ch\u1ec9nh c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing c\u1ee7a m\u00ecnh \u0111\u1ec3 \u0111\u00e1p \u1ee9ng c\u00e1c nhu c\u1ea7u kh\u00e1c nhau c\u1ee7a kh\u00e1ch h\u00e0ng \u1edf m\u1ed7i \u0111\u1ecba \u0111i\u1ec3m. Thay v\u00ec ph\u1ea3i vi\u1ebft l\u1ea1i ho\u00e0n to\u00e0n k\u1ebf ho\u1ea1ch marketing hi\u1ec7n t\u1ea1i n\u1ebfu g\u1eb7p ph\u1ea3i t\u00ecnh hu\u1ed1ng b\u1ea5t ng\u1edd, b\u1ea1n ch\u1ec9 c\u1ea7n \u0111i\u1ec1u ch\u1ec9nh m\u1ed9t v\u00e0i \u0111i\u1ec3m khi c\u1ea7n thi\u1ebft.<\/p>\n

\u0110i\u1ec1u n\u00e0y s\u1ebd linh ho\u1ea1t h\u01a1n m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c marketing t\u1eeb tr\u00ean xu\u1ed1ng, khi m\u00e0 qu\u1ea3n l\u00ed c\u1ea5p cao tr\u01b0\u1edbc ti\u00ean quy\u1ebft \u0111\u1ecbnh c\u00e1c m\u1ee5c ti\u00eau m\u00e0 h\u1ecd mu\u1ed1n c\u00f4ng ty \u0111\u1ea1t \u0111\u01b0\u1ee3c v\u00e0 sau \u0111\u00f3 \u0111\u1ec3 c\u00e1c nh\u00e0 marketing c\u00f2n l\u1ea1i t\u00ecm c\u00e1ch \u0111\u1ea1t \u0111\u01b0\u1ee3c ch\u00fang.\u00a0<\/p>\n

V\u00ed d\u1ee5<\/font><\/h3>\n

Pizza c\u1ee7a Domino l\u00e0 m\u1ed9t v\u00ed d\u1ee5 kinh \u0111i\u1ec3n v\u1ec1 marketing t\u1eeb d\u01b0\u1edbi l\u00ean th\u00e0nh c\u00f4ng. C\u00f4ng ty \u0111\u00e3 th\u1ef1c hi\u1ec7n m\u1ed9t chi\u1ebfn thu\u1eadt marketing \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o r\u1eb1ng pizza s\u1ebd \u0111\u01b0\u1ee3c giao trong 30 ph\u00fat v\u00e0 x\u00e2y d\u1ef1ng m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c marketing r\u1ea5t th\u00e0nh c\u00f4ng xung quanh n\u00f3.\u00a0<\/p>\n

FedEx c\u0169ng r\u1ea5t th\u00e0nh c\u00f4ng trong chi\u1ebfn l\u01b0\u1ee3c marketing t\u1eeb d\u01b0\u1edbi l\u00ean. Trong nh\u1eefng ng\u00e0y \u0111\u1ea7u, h\u1ecd \u0111\u00e3 s\u1eed d\u1ee5ng c\u00e1ch ti\u1ebfp c\u1eadn t\u1eeb tr\u00ean xu\u1ed1ng \u0111\u1ec3 qu\u1ea3ng b\u00e1 m\u1ea1nh m\u1ebd t\u1ea5t c\u1ea3 c\u00e1c d\u1ecbch v\u1ee5 v\u1eadn chuy\u1ec3n c\u1ee7a m\u00ecnh t\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Sau khi l\u1eafng nghe nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng th\u1ef1c s\u1ef1 mu\u1ed1n, c\u00e1c nh\u00e0 marketing c\u1ee7a FedEx bi\u1ebft r\u1eb1ng m\u1ecdi ng\u01b0\u1eddi quan t\u00e2m nh\u1ea5t \u0111\u1ebfn v\u1eadn chuy\u1ec3n qua \u0111\u00eam, v\u00ec v\u1eady h\u1ecd \u0111\u00e3 t\u1ea1o ra m\u1ed9t kh\u1ea9u hi\u1ec7u c\u1ee7a c\u00f4ng ty ch\u1ec9 t\u1eadp trung v\u00e0o vi\u1ec7c qu\u1ea3ng b\u00e1 d\u1ecbch v\u1ee5 n\u00e0y.<\/p>\n

(Theo Smallbusiness<\/i>)<\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Marketing t\u1eeb d\u01b0\u1edbi l\u00ean (ti\u1ebfng Anh: Bottom-up Marketing) ch\u1ee7 y\u1ebfu \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n b\u1edfi c\u00e1c nh\u00e2n vi\u00ean c\u1ee7a c\u00f4ng ty, h\u1ecd l\u00e0 ng\u01b0\u1eddi ti\u1ebfp x\u00fac tr\u1ef1c ti\u1ebfp v\u1edbi kh\u00e1ch h\u00e0ng v\u00e0 ph\u00e1t tri\u1ec3n chi\u1ebfn l\u01b0\u1ee3c marketing.\n <\/div>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[422],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36038"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=36038"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36038\/revisions"}],"predecessor-version":[{"id":68665,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36038\/revisions\/68665"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36038"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36038"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36038"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}