{"id":36610,"date":"2023-12-08T12:26:19","date_gmt":"2023-12-08T12:26:19","guid":{"rendered":"https:\/\/masterskills.org\/blog\/quan-tri-marketing-marketing-management-la-gi-qua-trinh-va-dac-diem.html"},"modified":"2023-12-24T21:45:06","modified_gmt":"2023-12-24T14:45:06","slug":"quan-tri-marketing-marketing-management-la-gi-qua-trinh-va-dac-diem","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/quan-tri-marketing-marketing-management-la-gi-qua-trinh-va-dac-diem.html","title":{"rendered":"Qu\u1ea3n tr\u1ecb marketing (Marketing Management) l\u00e0 g\u00ec? Qu\u00e1 tr\u00ecnh v\u00e0 \u0111\u1eb7c \u0111i\u1ec3m"},"content":{"rendered":"
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H\u00ecnh minh h\u1ecda. Ngu\u1ed3n: T\u1ef1 h\u1ecdc kinh t\u1ebf<\/p>\n<\/div>\n<\/div>\n

\u0110\u1ecbnh ngh\u0129a qu\u1ea3n tr\u1ecb marketing (Marketing Management)<\/font><\/h2>\n

Qu\u1ea3n tr\u1ecb marketing<\/b> trong ti\u1ebfng Anh g\u1ecdi l\u00e0 Marketing Management<\/b>.<\/p>\n

Qu\u1ea3n tr\u1ecb marketing<\/b> l\u00e0 s\u1ef1 ph\u00e2n t\u00edch, l\u1eadp k\u1ebf ho\u1ea1ch, th\u1ef1c hi\u1ec7n v\u00e0 \u0111i\u1ec1u khi\u1ec3n c\u00e1c chi\u1ebfn l\u01b0\u1ee3c, ch\u01b0\u01a1ng tr\u00ecnh marketing nh\u1eb1m th\u1ef1c hi\u1ec7n c\u00e1c trao \u0111\u1ed5i mong mu\u1ed1n v\u1edbi th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau \u0111\u1ec3 \u0111\u1ea1t \u0111\u01b0\u1ee3c c\u00e1c m\u1ee5c ti\u00eau c\u1ee7a doanh nghi\u1ec7p.<\/p>\n

Doanh nghi\u1ec7p ph\u1ea3i x\u00e2y d\u1ef1ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c v\u00e0 k\u1ebf ho\u1ea1ch marketing theo y\u00eau c\u1ea7u, mong mu\u1ed1n c\u1ee7a th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau v\u00e0 vi\u1ec7c s\u1eed d\u1ee5ng t\u1eadp h\u1ee3p c\u00e1c c\u00f4ng c\u1ee5 marketing nh\u01b0 s\u1ea3n ph\u1ea9m, gi\u00e1 c\u1ea3, truy\u1ec1n th\u00f4ng v\u00e0 ph\u00e2n ph\u1ed1i c\u00f3 hi\u1ec7u qu\u1ea3, nh\u1eb1m cung c\u1ea5p, th\u00fac \u0111\u1ea9y v\u00e0 ph\u1ee5c v\u1ee5 th\u1ecb tr\u01b0\u1eddng.<\/p>\n

Qu\u00e1 tr\u00ecnh qu\u1ea3n tr\u1ecb marketing<\/font><\/h3>\n

Qu\u00e1 tr\u00ecnh qu\u1ea3n tr\u1ecb marketing c\u00f3 th\u1ec3 chia l\u00e0m 3 giai \u0111o\u1ea1n:<\/p>\n

– L\u1eadp k\u1ebf ho\u1ea1ch marketing<\/b>: X\u00e2y d\u1ef1ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c, k\u1ebf ho\u1ea1ch marketing v\u00e0 c\u00e1c quy\u1ebft \u0111\u1ecbnh marketing c\u1ee5 th\u1ec3. B\u1ed9 ph\u1eadn qu\u1ea3n tr\u1ecb marketing ph\u1ea3i ti\u1ebfn h\u00e0nh m\u1ed9t lo\u1ea1t c\u00e1c c\u00f4ng vi\u1ec7c x\u00e2y d\u1ef1ng k\u1ebf ho\u1ea1ch marketing: Ph\u00e2n t\u00edch c\u01a1 h\u1ed9i marketing; ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng v\u00e0 l\u1ef1a ch\u1ecdn th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau; x\u00e1c l\u1eadp chi\u1ebfn l\u01b0\u1ee3c marketing; x\u00e1c l\u1eadp marketing- mix…<\/p>\n

– T\u1ed5 ch\u1ee9c v\u00e0 th\u1ef1c hi\u1ec7n c\u00e1c chi\u1ebfn l\u01b0\u1ee3c v\u00e0 k\u1ebf ho\u1ea1ch marketing \u0111\u00e3 x\u00e2y d\u1ef1ng<\/b>: X\u00e2y d\u1ef1ng b\u1ed9 m\u00e1y qu\u1ea3n tr\u1ecb marketing v\u1edbi c\u01a1 c\u1ea5u t\u1ed5 ch\u1ee9c v\u00e0 ch\u1ee9c n\u0103ng nhi\u1ec7m v\u1ee5 c\u1ee7a t\u1eebng b\u1ed9 ph\u1eadn, t\u1eebng nh\u00e2n vi\u00ean r\u00f5 r\u00e0ng \u0111\u1ec3 th\u1ef1c hi\u1ec7n \u0111\u01b0\u1ee3c c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing th\u1ef1c hi\u1ec7n c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing theo k\u1ebf ho\u1ea1ch \u0111\u00e3 l\u1eadp<\/p>\n

– Ki\u1ec3m so\u00e1t ho\u1eb7c \u0111i\u1ec1u khi\u1ec3n<\/b>: Ki\u1ec3m tra, \u0111\u00e1nh gi\u00e1 v\u00e0 \u0111i\u1ec1u ch\u1ec9nh c\u00e1c ho\u1ea1t \u0111\u1ed9ng marketing tr\u00ean th\u1ecb tr\u01b0\u1eddng c\u1ee7a doanh nghi\u1ec7p. Ng\u01b0\u1eddi l\u00e0m marketing c\u1ea7n x\u00e2y d\u1ef1ng h\u1ec7 th\u1ed1ng ch\u1ec9 ti\u00eau \u0111\u00e1nh gi\u00e1, x\u00e1c \u0111\u1ecbnh c\u00e1c ph\u01b0\u01a1ng ph\u00e1p \u0111\u00e1nh gi\u00e1 ch\u1ee7 y\u1ebfu v\u00e0 quy tr\u00ecnh th\u1ef1c hi\u1ec7n.<\/p>\n

\u0110\u1eb7c \u0111i\u1ec3m c\u1ee7a qu\u1ea3n tr\u1ecb marketing<\/font><\/h3>\n

– Ho\u1ea1t \u0111\u1ed9ng \u0111\u1ed9ng qu\u1ea3n tr\u1ecb theo m\u1ee5c ti\u00eau<\/b>: \u0110\u1eb7t ra nh\u1eefng m\u1ee5c ti\u00eau d\u1ef1 \u0111\u1ecbnh \u0111\u1ec3 th\u1ef1c hi\u1ec7n v\u00e0 x\u00e1c \u0111\u1ecbnh r\u00f5 th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau \u0111\u1ec3 t\u1eadp trung n\u1ed7 l\u1ef1c v\u00e0o nh\u00f3m kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau \u0111\u00f3.<\/p>\n

– Qu\u1ea3n tr\u1ecb qu\u00e1 tr\u00ecnh cung \u1ee9ng g\u00eda tr\u1ecb cho kh\u00e1ch h\u00e0ng:\u00a0<\/b>To\u00e0n b\u1ed9 ho\u1ea1t \u0111\u1ed9ng marketing t\u1eadp trung v\u00e0o ph\u00e1t hi\u1ec7n, l\u1ef1a ch\u1ecdn, t\u1ea1o ra, truy\u1ec1n th\u00f4ng v\u00e0 ph\u00e2n ph\u1ed1i gi\u00e1 tr\u1ecb mong mu\u1ed1n cho kh\u00e1ch h\u00e0ng.<\/p>\n

– Qu\u1ea3n tr\u1ecb kh\u00e1ch h\u00e0ng v\u00e0 nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng:\u00a0<\/b>Qu\u1ea3n tr\u1ecb marketing c\u00f3 nhi\u1ec7m v\u1ee5 t\u00e1c \u0111\u1ed9ng \u0111\u1ebfn m\u1ee9c \u0111\u1ed9, th\u1eddi \u0111i\u1ec3m, c\u01a1 c\u1ea5u c\u1ee7a nhu c\u1ea7u c\u00f3 kh\u1ea3 n\u0103ng thanh to\u00e1n theo nh\u1eefng c\u00e1ch th\u1ee9c kh\u00e1c nhau \u0111\u1ec3 gi\u00fap doanh nghi\u1ec7p \u0111\u1ea1t \u0111\u01b0\u1ee3c nh\u1eefng m\u1ee5c ti\u00eau.<\/p>\n

C\u00f3 8 tr\u1ea1ng th\u00e1i \u0111\u1ec3 xem x\u00e9t khi \u0111\u01b0a ra c\u00e1c quy\u1ebft \u0111\u1ecbnh marketing ph\u00f9 h\u1ee3p:(1) Nhu c\u1ea7u c\u00f3 kh\u1ea3 n\u0103ng thanh to\u00e1n \u00e2m; (2) C\u1ea7u b\u1eb1ng kh\u00f4ng ( Ch\u01b0a c\u00f3 c\u1ea7u); (3) C\u1ea7u ti\u1ec1m \u1ea9n; (4) C\u1ea7u gi\u1ea3m s\u00fat; (5) C\u1ea7u th\u1ea5t th\u01b0\u1eddng; (6) C\u1ea7u b\u00e3o h\u00f2a; (7) C\u1ea7u qu\u00e1 m\u1ee9c; (8) C\u1ea7u c\u00f3 h\u1ea1i.<\/i><\/p>\n

– Bao tr\u00f9m t\u1ea5t c\u1ea3 c\u00e1c quan h\u1ec7 c\u1ee7a doanh nghi\u1ec7p v\u1edbi c\u00e1c \u0111\u1ed1i t\u00e1c v\u00e0 m\u00f4i tr\u01b0\u1eddng b\u00ean ngo\u00e0i<\/b>. Qu\u1ea3n tr\u1ecb c\u00e1c m\u1ed1i quan h\u1ec7 \u0111ang tr\u1edf th\u00e0nh tr\u1ecdng t\u00e2m c\u1ee7a qu\u1ea3n tr\u1ecb marketing.<\/p>\n

C\u00e1c \u0111\u1ed1i t\u00e1c v\u00e0 t\u1ed5 ch\u1ee9c li\u00ean quan c\u1ee7a doanh nghi\u1ec7p th\u01b0\u1eddng bao g\u1ed3m c\u1ed5 \u0111\u00f4ng v\u00e0c ch\u1ee7 doanh nghi\u1ec7p, c\u00e1c nh\u00e0 qu\u1ea3n l\u00fd , ng\u01b0\u1eddi lao \u0111\u1ed9ng, kh\u00e1ch h\u00e0ng, c\u00e1c nh\u00e0 cung c\u1ea5p,\u2026Trong c\u00e1c quan h\u1ec7 n\u00e0y, c\u1ea7n \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c v\u00e0 ch\u01b0\u01a1ng tr\u00ecnh c\u1ee5 th\u1ec3 nh\u1eb1m t\u1ea1o l\u1eadp, duy tr\u00ec ph\u00e1t tri\u1ec3n quan h\u1ec7 l\u00e2u d\u00e0i v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n

– C\u1ea7n k\u1ebft h\u1ee3p c\u00e1c c\u00f4ng c\u1ee5 marketing truy\u1ec1n th\u1ed1ng v\u1edbi c\u00e1c c\u00f4ng c\u1ee5 marketing tr\u00ean n\u1ec1n c\u00f4ng ngh\u1ec7 s\u1ed1 v\u00e0 m\u1ea1ng internet<\/b>. Ng\u00e0y nay c\u00e1c c\u00f4ng c\u1ee5 marketing tr\u00ean n\u1ec1n c\u00f4ng ngh\u1ec7 s\u1ed1 \u0111ang ng\u00e0y c\u00e0ng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng ph\u1ed5 bi\u1ebfn v\u1edbi kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn kh\u00e1ch h\u00e0ng nhanh h\u01a1n, ph\u1ea1m vi th\u1ecb tr\u01b0\u1eddng r\u1ed9ng h\u01a1n v\u00e0 chi ph\u00ed th\u1ea5p h\u01a1n.<\/p>\n

– Bao g\u1ed3m m\u1ed9t t\u1eadp h\u1ee3p c\u00e1c ho\u1ea1t \u0111\u1ed9ng ch\u1ee9c n\u0103ng k\u1ebft n\u1ed1i c\u00e1c ch\u1ee9c n\u0103ng qu\u1ea3n tr\u1ecb kh\u00e1c c\u1ee7a doanh nghi\u1ec7p <\/b>v\u1edbi m\u1ee5c ti\u00eau th\u1ecfa m\u00e3n nhu c\u1ea7u th\u1ecb tr\u01b0\u1eddng v\u00e0 \u0111\u1ea1t l\u1ee3i nhu\u1eadn t\u1ed1i \u0111a cho doanh nghi\u1ec7p.<\/p>\n

– \u0110\u00f2i h\u1ecfi ph\u1ea3i c\u00f3 \u0111\u1ed9i ng\u0169 nh\u00e2n l\u1ef1c chuy\u00ean nghi\u1ec7p v\u00e0 c\u00f3 b\u1ed9 m\u00e1y t\u1ed5 ch\u1ee9c qu\u1ea3n tr\u1ecb marketing h\u1ee3p l\u00fd.<\/b> N\u0103ng l\u1ef1c c\u1ee7a \u0111\u1ed9i ng\u0169 nh\u00e2n l\u1ef1c marketing quy\u1ebft \u0111\u1ecbnh \u0111\u1ebfn hi\u1ec7u qu\u1ea3 ho\u1ea1t \u0111\u1ed9ng marketing qua c\u00e1c k\u1ebf ho\u1ea1ch v\u00e0 chi\u1ebfn l\u01b0\u1ee3c m\u00e0 h\u1ecd ho\u1ea1ch \u0111\u1ecbnh v\u00e0 qua k\u0129 n\u0103ng th\u1ef1c hi\u1ec7n c\u00e1c c\u00f4ng vi\u1ec7c c\u1ee5 th\u1ec3.<\/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 Qu\u1ea3n tr\u1ecb marketing (ti\u1ebfng Anh: marketing manager) l\u00e0 ch\u1ee9c n\u0103ng qu\u1ea3n tr\u1ecb \u0111\u1eb7c bi\u1ec7t c\u1ee7a doanh nghi\u1ec7p. Theo \u0111\u00f3, qu\u1ea3n tr\u1ecb marketing c\u00f3 qu\u00e1 tr\u00ecnh th\u1ef1c hi\u1ec7n v\u00e0 c\u00e1c \u0111\u1eb7c \u0111i\u1ec3m c\u1ea7n ch\u00fa \u00fd.\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\/36610"}],"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=36610"}],"version-history":[{"count":1,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36610\/revisions"}],"predecessor-version":[{"id":68973,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/36610\/revisions\/68973"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=36610"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=36610"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=36610"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}