{"id":36586,"date":"2023-12-08T12:25:02","date_gmt":"2023-12-08T12:25:02","guid":{"rendered":"https:\/\/masterskills.org\/blog\/marketing-mix-la-gi-cac-thanh-phan-marketing-mix.html"},"modified":"2023-12-24T21:44:54","modified_gmt":"2023-12-24T14:44:54","slug":"marketing-mix-la-gi-cac-thanh-phan-marketing-mix","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/marketing-mix-la-gi-cac-thanh-phan-marketing-mix.html","title":{"rendered":"Marketing-mix l\u00e0 g\u00ec? C\u00e1c th\u00e0nh ph\u1ea7n Marketing-mix"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda. Ngu\u1ed3n:<\/i> H\u1ecdc vi\u1ec7n Guru.<\/i><\/p>\n<\/div>\n<\/div>\n

Kh\u00e1i ni\u1ec7m\u00a0Marketing-mix<\/b><\/font><\/p>\n

H\u1ed7n h\u1ee3p marketing-mix<\/b> v\u1edbi c\u00e1c nh\u00f3m bi\u1ec7n ph\u00e1p ch\u1ee7 y\u1ebfu l\u00e0 c\u00e1c quy\u1ebft \u0111\u1ecbnh s\u1ea3n ph\u1ea9m, c\u00e1c quy\u1ebft \u0111\u1ecbnh gi\u00e1, c\u00e1c quy\u1ebft \u0111\u1ecbnh ph\u00e2n ph\u1ed1i, c\u00e1c quy\u1ebft \u0111\u1ecbnh truy\u1ec1n th\u00f4ng marketing th\u01b0\u1eddng \u0111\u01b0\u1ee3c g\u1ecdi t\u1eaft l\u00e0 4P (Product, Price, Place, Promotion).<\/p>\n

C\u00e1c th\u00e0nh ph\u1ea7n\u00a0Marketing-mix<\/font><\/b><\/h3>\n

S\u1ea3n ph\u1ea9m (Product)<\/b><\/p>\n

Tr\u01b0\u1edbc h\u1ebft, doanh nghi\u1ec7p ph\u1ea3i cung c\u1ea5p cho th\u1ecb tr\u01b0\u1eddng nh\u1eefng s\u1ea3n ph\u1ea9m <\/b>c\u00f3 th\u1ec3 th\u1ecfa m\u00e3n nhu c\u1ea7u c\u1ee7a h\u1ecd t\u1ed1t h\u01a1n s\u1ea3n ph\u1ea9m c\u1ee7a c\u00e1c doanh nghi\u1ec7p kh\u00e1c.\u00a0<\/p>\n

S\u1ea3n ph\u1ea9m trong marketing <\/b>l\u00e0 t\u1ea5t c\u1ea3 nh\u1eefng g\u00ec m\u00e0 doanh nghi\u1ec7p c\u00f3 th\u1ec3 ch\u00e0o b\u00e1n ra th\u1ecb tr\u01b0\u1eddng, bao g\u1ed3m c\u1ea3 h\u00e0ng h\u00f3a h\u1eefu h\u00ecnh, d\u1ecbch v\u1ee5 v\u00e0 \u00fd t\u01b0\u1edfng. M\u1ed7i \u0111\u01a1n v\u1ecb s\u1ea3n ph\u1ea9m trong marketing \u0111\u01b0\u1ee3c hi\u1ec3u l\u00e0 m\u1ed9t t\u1eadp h\u1ee3p c\u00e1c y\u1ebfu t\u1ed1 v\u00e0 thu\u1ed9c t\u00ednh th\u1ecfa m\u00e3n nhu c\u1ea7u v\u00e0 mong mu\u1ed1n c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/p>\n

Gi\u00e1 b\u00e1n (Price)<\/b><\/p>\n

Gi\u00e1 b\u00e1n l\u00e0 chi ph\u00ed kh\u00e1ch h\u00e0ng ph\u1ea3i b\u1ecf ra \u0111\u1ec3 \u0111\u1ed5i l\u1ea5y s\u1ea3n ph\u1ea9m hay d\u1ecbch v\u1ee5 c\u1ee7a nh\u00e0 cung c\u1ea5p. C\u00e1ch \u0111\u1ecbnh gi\u00e1 c\u1ee7a s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 s\u1ebd \u1ea3nh h\u01b0\u1edfng r\u1ea5t l\u1edbn \u0111\u1ebfn s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng
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M\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng t\u1ea1o n\u00ean gi\u00e1 tr\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng \u0111\u00f3 l\u00e0 th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n

Ph\u00e2n ph\u1ed1i (Place)<\/b><\/p>\n

L\u00e0 qu\u00e1 tr\u00ecnh \u0111\u01b0a h\u00e0ng ho\u00e1 t\u1eeb n\u01a1i s\u1ea3n xu\u1ea5t \u0111\u1ebfn n\u01a1i ti\u00eau d\u00f9ng qua hai d\u1ea1ng, k\u00eanh ph\u00e2n ph\u1ed1i trung gian v\u00e0 k\u00eanh ph\u00e2n ph\u1ed1i tr\u1ef1c ti\u1ebfp, \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c ti\u00eau c\u1ee7a doanh nghi\u1ec7p l\u00e0 ti\u00eau th\u1ee5 s\u1ea3n ph\u1ea9m v\u00e0 mang l\u1ea1i gi\u00e1 tr\u1ecb l\u1ee3i \u00edch cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng.
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X\u00fac ti\u1ebfn h\u1ed7n h\u1ee3p\u00a0(Promotion-mix)<\/b><\/p>\n

L\u00e0 t\u1eadp h\u1ee3p nh\u1eefng ho\u1ea1t \u0111\u1ed9ng nh\u1eb1m g\u00e2y \u1ea5n t\u01b0\u1ee3ng, k\u00edch th\u00edch v\u00e0 thuy\u1ebft ph\u1ee5c kh\u1ea3 n\u0103ng mua s\u1ea3n ph\u1ea9m c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 t\u1ea1o uy t\u00edn \u0111\u1ed1i v\u1edbi doanh nghi\u1ec7p (Th\u00fac \u0111\u1ea9y b\u00e1n h\u00e0ng, t\u1ea1o l\u1ee3i th\u1ebf c\u1ea1nh tranh,…)<\/p>\n

\u0110\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c \u0111\u00edch c\u1ee7a ch\u00ednh s\u00e1ch x\u00fac ti\u1ebfn th\u01b0\u01a1ng m\u1ea1i doanh nghi\u1ec7p c\u1ea7n ph\u1ed1i h\u1ee3p c\u00e1c c\u00f4ng c\u1ee5: Qu\u1ea3ng c\u00e1o, khuy\u1ebfn m\u1ea1i, quan h\u1ec7 c\u00f4ng ch\u00fang, l\u1ef1c l\u01b0\u1ee3ng b\u00e1n h\u00e0ng v\u00e0 Marketing tr\u1ef1c ti\u1ebfp.<\/p>\n

4P c\u1ee7a marketing-mix ch\u00ednh l\u00e0 c\u00e1c bi\u1ec7n ph\u00e1p \u0111\u00e1p \u1ee9ng c\u00e1c mong mu\u1ed1n (4C) c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng:<\/p>\n

\n\n\n\n\n\n\n\n\n
4P<\/th>\n4C<\/th>\n<\/tr>\n<\/thead>\n
S\u1ea3n ph\u1ea9m (Product)<\/td>\nGi\u1ea3i ph\u00e1p cho kh\u00e1ch h\u00e0ng (Customer solution)<\/td>\n<\/tr>\n
Gi\u00e1 b\u00e1n (Price)<\/td>\nChi ph\u00ed \u0111\u1ed1i v\u1edbi kh\u00e1ch h\u00e0ng (Customer cost)<\/td>\n<\/tr>\n
Ph\u00e2n ph\u1ed1i (Place)<\/td>\nS\u1ef1 ti\u1ec7n l\u1ee3i cho kh\u00e1ch h\u00e0ng (Convenience)<\/td>\n<\/tr>\n
X\u00fac ti\u1ebfn h\u1ed7n h\u1ee3p\u00a0(Promotion – mix)<\/td>\nTruy\u1ec1n th\u00f4ng t\u1edbi kh\u00e1ch h\u00e0ng (CommMasterskillstion)<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n

Nh\u01b0 v\u1eady, m\u1ed7i ch\u01b0\u01a1ng tr\u00ecnh marketing hi\u1ec7u qu\u1ea3 bao g\u1ed3m m\u1ed9t h\u1ed7n h\u01a1n c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing c\u1ee5 th\u1ec3 c\u1ee7a doanh nghi\u1ec7p h\u01b0\u1edbng v\u00e0o th\u1ecfa m\u00e3n kh\u00e1ch h\u00e0ng \u0111\u01b0\u1ee3c l\u1eadp k\u1ebf ho\u1ea1ch v\u00e0 th\u1ef1c hi\u1ec7n b\u1edfi nh\u00e0 qu\u1ea3n tr\u1ecb marketing nh\u1eb1m l\u00e0m cho qu\u00e1 tr\u00ecnh trao \u0111\u1ed5i h\u00e0ng h\u00f3a d\u1ecbch v\u1ee5 di\u1ec5n ra d\u1ec5 d\u00e0ng theo c\u00e1c m\u1ee5c ti\u00eau \u0111\u00e3 \u0111\u1ecbnh.<\/p>\n

(T\u00e0i li\u1ec7u tham kh\u1ea3o: Gi\u00e1o tr\u00ecnh Qu\u1ea3n tr\u1ecb Marketing, NXB \u0110\u1ea1i h\u1ecdc Kinh t\u1ebf Qu\u1ed1c d\u00e2n).<\/i><\/p>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"

\n Marketing-mix l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 quan tr\u1ecdng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong marketing. Marketing-mix v\u1edbi c\u00e1c nh\u00f3m bi\u1ec7n ph\u00e1p ch\u1ee7 y\u1ebfu l\u00e0 c\u00e1c quy\u1ebft \u0111\u1ecbnh s\u1ea3n ph\u1ea9m, \u0111\u1ecbnh gi\u00e1, ph\u00e2n ph\u1ed1i, truy\u1ec1n th\u00f4ng marketing th\u01b0\u1eddng \u0111\u01b0\u1ee3c g\u1ecdi t\u1eaft l\u00e0 4P.\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\/36586"}],"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=36586"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36586\/revisions"}],"predecessor-version":[{"id":68963,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36586\/revisions\/68963"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36586"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36586"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36586"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}