{"id":36149,"date":"2023-12-08T11:46:49","date_gmt":"2023-12-08T11:46:49","guid":{"rendered":"https:\/\/masterskills.org\/blog\/marketing-cong-nghiep-industrial-marketing-la-gi-so-sanh-voi-marketing-tieu-dung.html"},"modified":"2023-12-24T21:43:01","modified_gmt":"2023-12-24T14:43:01","slug":"marketing-cong-nghiep-industrial-marketing-la-gi-so-sanh-voi-marketing-tieu-dung","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/marketing-cong-nghiep-industrial-marketing-la-gi-so-sanh-voi-marketing-tieu-dung.html","title":{"rendered":"Marketing c\u00f4ng nghi\u1ec7p (Industrial marketing) l\u00e0 g\u00ec? So s\u00e1nh v\u1edbi Marketing ti\u00eau d\u00f9ng"},"content":{"rendered":"
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H\u00ecnh minh ho\u1ea1 (Ngu\u1ed3n: sondoramarketing)<\/p>\n<\/div>\n<\/div>\n

Marketing co\u0302ng nghi\u1eb9\u0302p<\/font><\/h2>\n

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

Marketing co\u0302ng nghi\u1eb9\u0302p <\/b>hay marketing b2b<\/b>\u00a0trong ti\u1ebfng Anh \u0111\u01b0\u1ee3c g\u1ecdi l\u00e0\u00a0Industrial marketing <\/b>hay\u00a0business-to-business (B2B)\u00a0marketing.<\/b><\/p>\n

Marketing co\u0302ng nghi\u1eb9\u0302p<\/b> la\u0300 nh\u01b0\u0303ng hoa\u0323t \u0111\u1ecd\u0302ng marketing nh\u0103\u0300m va\u0300o vi\u1eb9\u0302c ba\u0301n ca\u0301c loa\u0323i ha\u0300ng hoa\u0301\/di\u0323ch vu\u0323 cho ca\u0301c doanh nghi\u1eb9\u0302p hay t\u00f4\u0309 ch\u01b0\u0301c \u0111\u00ea\u0309 s\u01b0\u0309 du\u0323ng tr\u01b0\u0323c ti\u00ea\u0301p hay gia\u0301n ti\u00ea\u0301p va\u0300o hoa\u0323t \u0111\u1ecd\u0302ng cu\u0309a ho\u0323.<\/p>\n

(Theo TS. Ha\u0300 Nam Kha\u0301nh Giao, 2004, Marketing co\u0302ng nghi\u1eb9\u0302p, NXB th\u00f4\u0301ng ke\u0302, TP. H\u00f4\u0300 Chi\u0301 Minh)<\/i><\/p>\n

Vai tro\u0300 cu\u0309a marketing co\u0302ng nghi\u1eb9\u0302p trong hoa\u0323t \u0111\u1ecd\u0302ng cu\u0309a ca\u0301c doanh nghi\u1eb9\u0302p<\/font><\/h3>\n

Kh\u00f4\u0301i lu\u031b\u01a1\u0323ng ti\u00ea\u0300n lu\u031bu chuy\u00ea\u0309n va\u0300 ha\u0300ng ho\u0301a ba\u0301n cho ca\u0301c doanh nghi\u1eb9\u0302p l\u01a1\u0301n ho\u031bn so v\u01a1\u0301i tru\u031b\u01a1\u0300ng h\u01a1\u0323p ba\u0301n cho ngu\u031b\u01a1\u0300i tie\u0302u du\u0300ng.\u00a0<\/p>\n

\u0110\u00ea\u0309 sa\u0309n xu\u00e2\u0301t va\u0300 ba\u0301n \u0111u\u031b\u01a1\u0323c m\u1ecd\u0302t \u0111o\u0302i gia\u0300y thi\u0300 nh\u01b0\u0303ng ngu\u031b\u01a1\u0300i ba\u0301n da s\u00f4\u0301ng pha\u0309i ba\u0301n da s\u00f4\u0301ng cho nh\u01b0\u0303ng ngu\u031b\u01a1\u0300i thu\u1ecd\u0302c da, r\u00f4\u0300i ngu\u031b\u01a1\u0300i thu\u1ecd\u0302c da pha\u0309i ba\u0301n da thu\u1ecd\u0302c cho ngu\u031b\u01a1\u0300i sa\u0309n xu\u00e2\u0301t gia\u0300y, ngu\u031b\u01a1\u0300i sa\u0309n xu\u00e2\u0301t gia\u0300y ba\u0301n gia\u0300y cho ngu\u031b\u01a1\u0300i ba\u0301n si\u0309, r\u00f4\u0300i ngu\u031b\u01a1\u0300i ba\u0301n si\u0309 la\u0323i ba\u0301n gia\u0300y cho ngu\u031b\u01a1\u0300i ba\u0301n le\u0309, \u0111\u00ea\u0309 ngu\u031b\u01a1\u0300i na\u0300y cu\u00f4\u0301i cu\u0300ng se\u0303 ba\u0301n cho ngu\u031b\u01a1\u0300i tie\u0302u du\u0300ng.\u00a0<\/p>\n

Ngoa\u0300i ra m\u00f4\u0303i be\u0302n tham gia trong da\u0302y chuy\u00ea\u0300n sa\u0309n xu\u00e2\u0301t lu\u031bu tho\u0302ng pha\u0302n ph\u00f4\u0301i na\u0300y co\u0300n pha\u0309i mua nhi\u00ea\u0300u th\u01b0\u0301 ha\u0300ng ho\u0301a va\u0300 di\u0323ch vu\u0323 kha\u0301c n\u01b0\u0303a, vi\u0300 th\u00ea\u0301 ma\u0300 vi\u1eb9\u0302c mua s\u0103\u0301m cu\u0309a doanh nghi\u1eb9\u0302p nhi\u00ea\u0300u ho\u031bn vi\u1eb9\u0302c mua s\u0103\u0301m cu\u0309a ngu\u031b\u01a1\u0300i tie\u0302u du\u0300ng.<\/p>\n

M\u1ecd\u0302t ca\u0301ch ng\u0103\u0301n go\u0323n co\u0301 th\u00ea\u0309 no\u0301i r\u0103\u0300ng, t\u00e2\u0301t ca\u0309 ca\u0301c doanh nghi\u1eb9\u0302p mu\u00f4\u0301n ba\u0301n ha\u0300ng hoa\u0301 di\u0323ch vu\u0323 cho m\u1ecd\u0302t doanh nghi\u1eb9\u0302p hay t\u00f4\u0309 ch\u01b0\u0301c na\u0300o \u0111o\u0301 \u0111\u00ea\u0300u pha\u0309i \u01b0\u0301ng du\u0323ng marketing co\u0302ng nghi\u1eb9\u0302p .<\/p>\n

Ca\u0301c loa\u0323i hi\u0300nh marketing co\u0302ng nghi\u1eb9\u0302p<\/font><\/h3>\n

– Marketing \u0111a\u0323i chu\u0301ng:<\/b> kha\u0301ch ha\u0300ng co\u0301 qui mo\u0302 nho\u0309 va\u0300 s\u00f4\u0301 lu\u031b\u01a1\u0323ng \u0111o\u0302ng \u0111a\u0309o<\/p>\n

– Marketing lie\u0302n tu\u0323c: <\/b>\u0111\u1ea1\u0306c tru\u031bng b\u01a1\u0309i m\u1ecd\u0302t m\u00f4\u0301i quan h\u1eb9\u0302 lie\u0302n tu\u0323c gi\u01b0\u0303a ca\u0301c nha\u0300 cung c\u00e2\u0301p va\u0300 kha\u0301ch ha\u0300ng<\/p>\n

– Marketing d\u01b0\u0323 a\u0301n: <\/b>\u0111\u1ea1\u0306c tru\u031bng b\u01a1\u0309i m\u1ecd\u0302t m\u00f4\u0301i quan h\u1eb9\u0302 kho\u0302ng lie\u0302n tu\u0323c gi\u01b0\u0303a ca\u0301c nha\u0300 cung c\u00e2\u0301p va\u0300 kha\u0301ch ha\u0300ng<\/p>\n

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Ca\u0301c loa\u0323i hi\u0300nh marketing co\u0302ng nghi\u1eb9\u0302p<\/p>\n<\/div>\n<\/div>\n

S\u01b0\u0323 kha\u0301c nhau gi\u01b0\u0303a marketing co\u0302ng nghi\u1eb9\u0302p va\u0300 marketing tie\u0302u du\u0300ng<\/font><\/h3>\n

Ba\u0309ng: So sa\u0301nh marketing co\u0302ng nghi\u1eb9\u0302p va\u0300 tie\u0302u du\u0300ng<\/p>\n

\n\n\n\n\n\n\n\n\n\n\n
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N\u1ecd\u0302i dung\u00a0<\/b><\/p>\n<\/p>\n<\/td>\n

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Marketing ti\u00eau d\u00f9ng\u00a0<\/b><\/p>\n<\/p>\n<\/td>\n

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Marketing c\u00f4ng nghi\u1eb9\u0302p\u00a0<\/b><\/p>\n<\/p>\n<\/td>\n<\/tr>\n

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Kh\u00e1ch h\u00e0ng\u00a0<\/p>\n<\/p>\n<\/td>\n

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– C\u00e1c c\u00e1 nh\u00e2n, ngu\u031b\u01a1\u0300i ti\u00eau d\u00f9ng<\/p>\n

\u2028- S\u00f4\u0301 lu\u031b\u01a1\u0323ng kh\u00e1ch h\u00e0ng l\u01a1\u0301n, nhu\u031bng s\u00f4\u0301 lu\u031b\u01a1\u0323ng mua nho\u0309\u00a0<\/p>\n

– Kh\u00e1ch h\u00e0ng ph\u00e2n b\u00f4\u0301 tr\u00ean pha\u0323m vi \u0111i\u0323a l\u00ed<\/span> r\u1ecd\u0302ng\u00a0<\/p>\n<\/p>\n<\/td>\n

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– C\u00e1c t\u00f4\u0309 ch\u01b0\u0301c, c\u00e1c c\u00f4ng ty\u00a0<\/p>\n

– S\u00f4\u0301 lu\u031b\u01a1\u0323ng kh\u00e1ch h\u00e0ng \u00edt, nhu\u031bng mua v\u01a1\u0301i s\u00f4\u0301 lu\u031b\u01a1\u0323ng l\u01a1\u0301n ho\u031bn nhi\u00ea\u0300u.\u00a0<\/p>\n

– Kh\u00e1ch h\u00e0ng t\u1ea1\u0302p trung ho\u031bn v\u00ea\u0300 \u0111i\u0323a l\u00ed<\/span>.\u00a0<\/p>\n<\/p>\n<\/td>\n

\n<\/p>\n<\/td>\n<\/tr>\n
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Mu\u0323c ti\u00eau mua\u00a0<\/p>\n<\/p>\n<\/td>\n

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– Mua cho ti\u00eau d\u00f9ng c\u00e1 nh\u00e2n hay h\u1ecd\u0302 gia \u0111\u00ecnh\u00a0<\/p>\n<\/p>\n<\/td>\n

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– Mua \u0111\u00ea\u0309 sa\u0309n xu\u00e2\u0301t ra c\u00e1c h\u00e0ng ho\u00e1, di\u0323ch vu\u0323 kh\u00e1c\u00a0<\/p>\n<\/p>\n<\/td>\n

\n<\/p>\n<\/td>\n<\/tr>\n
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Nhu c\u00e2\u0300u\u00a0<\/p>\n<\/p>\n<\/td>\n

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– C\u00e2\u0300u tr\u01b0\u0323c ti\u00ea\u0301p\u2028<\/p>\n

– C\u00e2\u0300u co gi\u00e3n nhi\u00ea\u0300u v\u01a1\u0301i gi\u00e1\u00a0<\/p>\n<\/p>\n<\/td>\n

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– C\u00e2\u0300u th\u01b0\u0301 ph\u00e1t b\u0103\u0301t ngu\u00f4\u0300n t\u01b0\u0300 c\u00e2\u0300u \u01a1\u0309 thi\u0323 tru\u031b\u01a1\u0300ng ti\u00eau d\u00f9ng\u2028<\/p>\n

– C\u00e2\u0300u \u00edt co gi\u00e3n v\u01a1\u0301i gi\u00e1 trong ng\u0103\u0301n ha\u0323n\u00a0<\/p>\n<\/p>\n<\/td>\n

\n<\/p>\n<\/td>\n<\/tr>\n
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C\u00e1c y\u00ea\u0301u t\u00f4\u0301 a\u0309nh hu\u031b\u01a1\u0309ng\u00a0\u0111\u00ea\u0301n quy\u00ea\u0301t\u00a0\u0111i\u0323nh mua\u00a0<\/p>\n<\/p>\n<\/td>\n

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– \u0110o\u031bn gia\u0309n\u2028<\/p>\n

– \u00cdt ngu\u031b\u01a1\u0300i tham gia v\u00e0o qu\u00e1 tr\u00ecnh quy\u00ea\u0301t \u0111i\u0323nh mua\u00a0<\/p>\n<\/p>\n<\/td>\n

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– Nhi\u00ea\u0300u y\u00ea\u0301u t\u00f4\u0301 ph\u01b0\u0301c ta\u0323p\u2028<\/p>\n

– Nhi\u00ea\u0300u ngu\u031b\u01a1\u0300i tham gia v\u00e0o quy\u00ea\u0301t \u0111i\u0323nh mua\u00a0<\/p>\n<\/p>\n<\/td>\n

\n<\/p>\n<\/td>\n<\/tr>\n
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C\u00e1ch mua h\u00e0ng\u00a0<\/p>\n<\/p>\n<\/td>\n

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\u00a0– Kh\u00f4ng chuy\u00ean nghi\u1eb9\u0302p, tuy\u0300 thu\u1ecd\u0302c v\u00e0o t\u01b0\u0300ng c\u00e1 nh\u00e2n.\u00a0<\/p>\n<\/td>\n

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– Chuy\u00ean nghi\u1eb9\u0302p, theo qui tr\u00ecnh, ch\u00ednh s\u00e1ch v\u00e0 thu\u0309 tu\u0323c \u0111u\u031b\u01a1\u0323c \u0111i\u0323nh s\u0103\u0303n.\u00a0<\/p>\n<\/td>\n

\n<\/p>\n<\/td>\n<\/tr>\n
\n

Quan h\u1eb9\u0302\u00a0gi\u01b0\u0303a kh\u00e1ch h\u00e0ng v\u00e0 nh\u00e0 cung c\u00e2\u0301p\u00a0<\/p>\n<\/p>\n<\/td>\n

\n

– Quan h\u1eb9\u0302 lo\u0309ng le\u0309o\u2028<\/p>\n

– Kh\u00e1ch h\u00e0ng thu\u031b\u01a1\u0300ng mua qua trung gian\u00a0<\/p>\n<\/p>\n<\/td>\n

\n

– Quan h\u1eb9\u0302 r\u00e2\u0301t ch\u1ea1\u0306t che\u0303\u2028<\/p>\n

– Thu\u031b\u01a1\u0300ng mua b\u00e1n tr\u01b0\u0323c ti\u00ea\u0301p, kh\u00e1ch h\u00e0ng thu\u031b\u01a1\u0300ng mua l\u1ea1\u0306p la\u0323i, mua thu\u031b\u01a1\u0300ng xuy\u00ean\u00a0<\/p>\n<\/p>\n<\/td>\n

\n<\/p>\n<\/td>\n<\/tr>\n
\n

Vai tr\u00f2 cu\u0309a c\u00e1c c\u00f4ng cu\u0323\u00a0marketing\u00a0<\/p>\n<\/p>\n<\/td>\n

\n

\u00a0
– X\u00fac ti\u00ea\u0301n khuy\u00ea\u0301ch tru\u031bo\u031bng, gi\u00e1 ca\u0309, ph\u00e2n ph\u00f4\u0301i \u0111\u00f3ng vai tr\u00f2 quan tro\u0323ng\u00a0
\u00a0\u00a0<\/p>\n<\/td>\n

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– Sa\u0309n ph\u00e2\u0309m quan tro\u0323ng, b\u00e1n h\u00e0ng c\u00e1 nh\u00e2n, ph\u00e2n ph\u00f4\u0301i v\u1ea1\u0302t ch\u00e2\u0301t quan tro\u0323ng.\u00a0<\/p>\n<\/td>\n

\n<\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: B\u00e0i gi\u1ea3ng Marketing c\u00f4ng nghi\u1ec7p, Nguy\u1ec5n Th\u1ecb Th\u00e1i H\u00e0, 2010, \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf. B\u00e0i gi\u1ea3ng Marketing B2B, TS. Nguy\u00ea\u0303n Thi\u0323 Hoa\u0300ng Y\u00ea\u0301n)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Marketing c\u00f4ng nghi\u1ec7p (ti\u1ebfng Anh: Industrial marketing) l\u00e0 nh\u1eefng ho\u1ea1t \u0111\u1ed9ng marketing nh\u1eb1m v\u00e0o vi\u1ec7c b\u00e1n c\u00e1c lo\u1ea1i h\u00e0ng ho\u00e1\/d\u1ecbch v\u1ee5 cho c\u00e1c doanh nghi\u1ec7p hay t\u1ed5 ch\u1ee9c \u0111\u1ec3 s\u1eed d\u1ee5ng tr\u1ef1c ti\u1ebfp hay gi\u00e1n ti\u1ebfp v\u00e0o ho\u1ea1t \u0111\u1ed9ng c\u1ee7a h\u1ecd.\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\/36149"}],"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=36149"}],"version-history":[{"count":2,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36149\/revisions"}],"predecessor-version":[{"id":68729,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36149\/revisions\/68729"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36149"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36149"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36149"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}