{"id":36440,"date":"2023-12-08T12:13:55","date_gmt":"2023-12-08T12:13:55","guid":{"rendered":"https:\/\/masterskills.org\/blog\/moi-truong-marketing-vi-mo-micro-marketing-environment-la-gi.html"},"modified":"2023-12-24T21:44:27","modified_gmt":"2023-12-24T14:44:27","slug":"moi-truong-marketing-vi-mo-micro-marketing-environment-la-gi","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/moi-truong-marketing-vi-mo-micro-marketing-environment-la-gi.html","title":{"rendered":"M\u00f4i tr\u01b0\u1eddng marketing vi m\u00f4 (micro marketing environment) l\u00e0 g\u00ec?"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda (Ngu\u1ed3n: slideserve)<\/p>\n<\/div>\n<\/div>\n

M\u00f4i tr\u01b0\u1eddng marketing vi m\u00f4<\/font><\/h2>\n

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

M\u00f4i tr\u01b0\u1eddng marketing vi m\u00f4<\/b> trong ti\u1ebfng Anh g\u1ecdi l\u00e0: micro marketing environment<\/b>.<\/p>\n

M\u00f4i tr\u01b0\u1eddng marketing vi m\u00f4 l\u00e0 nh\u1eefng l\u1ef1c l\u01b0\u1ee3ng, nh\u1eefng y\u1ebfu t\u1ed1 t\u00e1c \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn t\u1eebng c\u00f4ng ty v\u00e0 kh\u1ea3 n\u0103ng th\u1ecfa m\u00e3n nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng c\u1ee7a n\u00f3.\u00a0<\/p>\n

Nh\u1eefng l\u1ef1c l\u01b0\u1ee3ng n\u00e0y g\u1ed3m c\u00f3: c\u00e1c l\u1ef1c l\u01b0\u1ee3ng b\u00ean trong c\u00f4ng ty (ngo\u00e0i b\u1ed9 ph\u1eadn marketing), c\u00e1c l\u1ef1c l\u01b0\u01a1ng b\u00ean ngo\u00e0i c\u00f4ng ty (c\u00e1c nh\u00e0 cung \u1ee9ng, c\u00e1c nh\u00e0 m\u00f4i gi\u1edbi marketing, c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh, c\u00f4ng ch\u00fang tr\u1ef1c ti\u1ebfp v\u00e0 kh\u00e1ch h\u00e0ng).<\/p>\n

Th\u00e0nh ph\u1ea7n<\/font><\/h3>\n

– C\u00e1c y\u1ebfu t\u1ed1 b\u00ean trong c\u00f4ng ty<\/b><\/p>\n

M\u1ed9t c\u00f4ng ty n\u1ebfu \u0111\u01b0\u1ee3c t\u1ed5 ch\u1ee9c c\u00e1c b\u1ed9 ph\u1eadn b\u00ean trong theo m\u00f4 h\u00ecnh ch\u1ee9c n\u0103ng th\u00ec trong k\u1ebft c\u1ea5u t\u1ed5 ch\u1ee9c \u0111\u00f3 th\u01b0\u1eddng c\u00f3 c\u00e1c b\u1ed9 ph\u1eadn \u0111i\u1ec3n h\u00ecnh sau: b\u1ed9 ph\u1eadn h\u00e0nh ch\u00ednh – k\u1ebf to\u00e1n, b\u1ed9 ph\u1eadn qu\u1ea3n tr\u1ecb s\u1ea3n xu\u1ea5t, b\u1ed9 ph\u1eadn qu\u1ea3n tr\u1ecb nh\u00e2n l\u1ef1c, b\u1ed9 ph\u1eadn marketing, b\u1ed9 ph\u1eadn nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n (R&D), b\u1ed9 ph\u1eadn cung \u1ee9ng…\u00a0<\/p>\n

Vi\u1ec7c so\u1ea1n th\u1ea3o c\u00e1c k\u1ebf ho\u1ea1ch v\u00e0 ch\u01b0\u01a1ng tr\u00ecnh marketing \u0111\u01b0\u1ee3c giao cho b\u1ed9 ph\u1eadn marketing.<\/p>\n

\u00a0C\u00e1c b\u1ed9 ph\u1eadn trong c\u00f4ng ty th\u01b0\u1eddng c\u00f3 nh\u1eefng m\u1ee5c ti\u00eau theo \u0111u\u1ed5i kh\u00e1c nhau do ch\u1ee9c n\u0103ng c\u00f4ng vi\u1ec7c c\u1ee7a h\u1ecd chi ph\u1ed1i. \u0110i\u1ec1u \u0111\u00e1ng n\u00f3i l\u00e0 m\u1ee5c ti\u00eau c\u1ee7a m\u1ed7i b\u1ed9 ph\u1eadn kh\u00f4ng bao gi\u1edd c\u0169ng th\u1ed1ng nh\u1ea5t v\u1edbi b\u1ed9 ph\u1eadn kh\u00e1c, m\u1eb7c d\u00f9 t\u1ea5t c\u1ea3 h\u1ecd \u0111\u1ec1u \u0111\u1eb7t d\u01b0\u1edbi s\u1ef1 \u0111i\u1ec1u h\u00e0nh c\u1ee7a ban l\u00e3nh \u0111\u1ea1o t\u1ed1i cao.\u00a0<\/p>\n

T\u00ecnh h\u00ecnh tr\u00ean bu\u1ed9c b\u1ed9 ph\u1eadn marketing trong c\u00f4ng ty, n\u1ebfu mu\u1ed1n c\u00e1c quy\u1ebft \u0111\u1ecbnh marketing c\u1ee7a m\u00ecnh \u0111\u01b0a ra gi\u00e0nh \u0111\u01b0\u1ee3c s\u1ef1 \u0111\u1ed3ng thu\u1eadn cao nh\u1ea5t, h\u1ecd ph\u1ea3i quan t\u00e2m t\u1edbi s\u1ef1 kh\u00e1c bi\u1ec7t tr\u00ean.<\/p>\n

Tr\u01b0\u1edbc h\u1ebft, c\u00e1c quy\u1ebft \u0111\u1ecbnh marketing do b\u1ed9 ph\u1eadn marketing trong c\u00f4ng ty \u0111\u01b0a ra ph\u1ea3i ch\u1ecbu s\u1ef1 r\u00e0ng bu\u1ed9c c\u1ee7a m\u1ee5c ti\u00eau, chi\u1ebfn l\u01b0\u1ee3c, ph\u01b0\u01a1ng ch\u00e2m… chung c\u1ee7a to\u00e0n c\u00f4ng ty.\u00a0<\/p>\n

Ch\u00fang ph\u1ea3i tr\u1edd th\u00e0nh nh\u1eefng ho\u1ea1t \u0111\u1ed9ng c\u00f3 vai tr\u00f2 ch\u00ednh y\u1ebfu trong vi\u1ec7c quy\u1ebft \u0111\u1ecbnh s\u1ef1 th\u00e0nh b\u1ea1i c\u1ee7a c\u00e1c m\u1ee5c ti\u00eau, chi\u1ebfn l\u01b0\u1ee3c v\u00e0 k\u1ebf ho\u1ea1ch kinh doanh do ban l\u00e3nh \u0111\u1ea1o t\u1ed1i cao \u0111\u01b0a ra. Ch\u1ec9 c\u00f3 nh\u01b0 v\u1eady c\u00e1c quy\u1ebft \u0111\u1ecbnh marketing m\u1edbi thu h\u00fat \u0111\u01b0\u1ee3c s\u1ef1 ch\u00fa \u00fd, quan t\u00e2m v\u00e0 \u1ee7ng h\u1ed9 c\u1ee7a ban l\u00e3nh \u0111\u1ea1o t\u1ed1i cao c\u1ee7a c\u00f4ng ty.<\/p>\n

Trong \u0111i\u1ec1u ki\u1ec7n c\u1ee7a Vi\u1ec7t Nam hi\u1ec7n nay, c\u00e1c nh\u00e0 qu\u1ea3n tr\u1ecb marketing, \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c s\u1ef1 \u0111\u1ed3ng thu\u1eadn c\u1ee7a c\u00e1c l\u1ef1c l\u01b0\u1ee3ng b\u00ean trong c\u00f4ng ty, th\u01b0\u1eddng g\u1eb7p ph\u1ea3i hai c\u1ea3n tr\u1edf r\u1ea5t l\u1edbn:<\/p>\n

+ M\u1ed9t l\u00e0, x\u00e3 h\u1ed9i, k\u1ec3 c\u1ea3 nh\u1eefng ng\u01b0\u1eddi qu\u1ea3n l\u00ed c\u1ea5p cao c\u1ee7a c\u00f4ng ty ho\u1eb7c h\u1ecd ch\u01b0a c\u00f3 nh\u1eadn th\u1ee9c \u0111\u1ea7y \u0111\u1ee7 v\u1ec1 marketing, ho\u1eb7c h\u1ecd kh\u00f4ng mu\u1ed1n \u0111\u1ea3o l\u1ed9n v\u1ec1 nhi\u1ec1u m\u1eb7t, trong \u0111\u00f3 c\u00f3 v\u1ea5n \u0111\u1ec1 t\u1ed5 ch\u1ee9c b\u1ed9 m\u00e1y v\u00e0 t\u1ed5 ch\u1ee9c nh\u00e2n s\u1ef1 theo y\u00eau c\u1ea7u c\u1ee7a vi\u1ec7c bi\u1ebfn m\u1ed9t c\u00f4ng ty th\u00e0nh “c\u00f4ng ty marketing”.<\/p>\n

+ Hai l\u00e0, v\u1ea5n \u0111\u1ec1 ch\u1ee9c n\u0103ng, nhi\u1ec7m v\u1ee5 c\u1ee7a c\u00e1c b\u1ed9 ph\u1eadn trong c\u00f4ng ty ch\u01b0a \u0111\u01b0\u1ee3c \u0111\u1ecbnh h\u00ecnh r\u00f5 n\u00e9t.<\/p>\n

– C\u00e1c y\u1ebfu t\u1ed1 b\u00ean ngo\u00e0i c\u00f4ng ty<\/b><\/p>\n

+ Nh\u1eefng t\u1ed5 ch\u1ee9c, c\u00e1 nh\u00e2n cung \u1ee9ng c\u00e1c y\u1ebfu t\u1ed1 s\u1ea3n xu\u1ea5t<\/p>\n

+ C\u00e1c trung gian marketing<\/p>\n

+ \u0110\u1ed1i th\u1ee7 c\u1ea1nh tranh<\/p>\n

+ C\u00f4ng ch\u00fang tr\u1ef1c ti\u1ebfp<\/p>\n

+ Kh\u00e1ch h\u00e0ng<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Marketing c\u0103n b\u1ea3n, GS.TS. Tr\u1ea7n Minh \u0110\u1ea1o, , NXB \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf Qu\u1ed1c d\u00e2n)<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n M\u00f4i tr\u01b0\u1eddng marketing vi m\u00f4 (ti\u1ebfng Anh: micro marketing environment) l\u00e0 nh\u1eefng l\u1ef1c l\u01b0\u1ee3ng, nh\u1eefng y\u1ebfu t\u1ed1 t\u00e1c \u0111\u1ed9ng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn t\u1eebng c\u00f4ng ty v\u00e0 kh\u1ea3 n\u0103ng th\u1ecfa m\u00e3n nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng c\u1ee7a n\u00f3.\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\/36440"}],"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=36440"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36440\/revisions"}],"predecessor-version":[{"id":68895,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36440\/revisions\/68895"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36440"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36440"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36440"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}