{"id":54029,"date":"2023-12-20T09:46:47","date_gmt":"2023-12-20T02:46:47","guid":{"rendered":"https:\/\/masterskills.org\/blog\/trade-marketing-la-gi-mo-hinh-trade-marketing-4cs.html"},"modified":"2023-12-20T09:46:47","modified_gmt":"2023-12-20T02:46:47","slug":"trade-marketing-la-gi-mo-hinh-trade-marketing-4cs","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/trade-marketing-la-gi-mo-hinh-trade-marketing-4cs.html","title":{"rendered":"Trade Marketing l\u00e0 g\u00ec? M\u00f4 h\u00ecnh trade marketing 4Cs"},"content":{"rendered":"
\n

Trade marketing l\u00e0 m\u1ed9t trong nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p ti\u1ebfp th\u1ecb \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng ph\u1ed5 bi\u1ebfn trong ng\u00e0nh b\u00e1n l\u1ebb, gi\u00fap t\u0103ng c\u01b0\u1eddng doanh s\u1ed1 b\u00e1n h\u00e0ng v\u00e0 th\u1ecb ph\u1ea7n c\u1ee7a doanh nghi\u1ec7p tr\u00ean th\u1ecb tr\u01b0\u1eddng. \u0110\u00e2y l\u00e0 m\u1ed9t trong nh\u1eefng l\u0129nh v\u1ef1c \u0111\u01b0\u1ee3c nhi\u1ec1u doanh nghi\u1ec7p quan t\u00e2m v\u00e0 \u0111\u1ea7u t\u01b0 b\u1edfi t\u00ednh hi\u1ec7u qu\u1ea3 v\u00e0 kh\u1ea3 n\u0103ng t\u1ed1i \u01b0u h\u00f3a chi ph\u00ed.<\/p>\n

Trade Marketing l\u00e0 g\u00ec?<\/b><\/h2>\n

Trade marketing l\u00e0 m\u1ed9t h\u00ecnh th\u1ee9c ti\u1ebfp th\u1ecb B2B (Business-to-business), t\u1eadp trung v\u00e0o vi\u1ec7c x\u00e2y d\u1ef1ng v\u00e0 duy tr\u00ec m\u1ed1i quan h\u1ec7 v\u1edbi c\u00e1c \u0111\u1ed1i t\u00e1c kinh doanh, \u0111\u1eb7c bi\u1ec7t l\u00e0 c\u00e1c k\u00eanh ph\u00e2n ph\u1ed1i, nh\u1eb1m t\u0103ng c\u01b0\u1eddng doanh s\u1ed1 v\u00e0 th\u1ecb ph\u1ea7n c\u1ee7a s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5. C\u00e1c ho\u1ea1t \u0111\u1ed9ng trade marketing th\u01b0\u1eddng bao g\u1ed3m c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u1ea1i, h\u1ed7 tr\u1ee3 b\u00e1n h\u00e0ng, qu\u1ea3ng c\u00e1o v\u00e0 truy\u1ec1n th\u00f4ng\u2026\u00a0<\/span><\/p>\n

Kh\u00e1ch h\u00e0ng c\u1ee7a trade marketing th\u01b0\u1eddng l\u00e0 c\u00e1c \u0111\u1ea1i l\u00fd, nh\u00e0 b\u00e1n l\u1ebb, nh\u00e0 ph\u00e2n ph\u1ed1i, c\u00e1c doanh nghi\u1ec7p kh\u00e1c trong chu\u1ed7i cung \u1ee9ng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5. Trong trade marketing, c\u00e1c chi\u1ebfn l\u01b0\u1ee3c \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf \u0111\u1ec3 t\u1ea1o ra m\u1ed9t m\u00f4i tr\u01b0\u1eddng thu\u1eadn l\u1ee3i cho s\u1ea3n ph\u1ea9m ti\u1ebfp c\u1eadn ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u00e0 b\u00e1n ra tr\u00ean th\u1ecb tr\u01b0\u1eddng m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3.<\/span><\/p>\n

\"Trade<\/p>\n

Trade Marketing l\u00e0 g\u00ec?<\/p>\n<\/div>\n

V\u00ed d\u1ee5: Theo Kantar Worldpanel (), Nestle l\u00e0 nh\u00e0 s\u1ea3n xu\u1ea5t th\u1ef1c ph\u1ea9m v\u00e0 \u0111\u1ed3 u\u1ed1ng l\u1edbn nh\u1ea5t th\u1ebf gi\u1edbi v\u1edbi t\u1ef7 l\u1ec7 th\u1ecb ph\u1ea7n l\u00e0 4,4%. Nestle \u0111\u00e3 \u0111\u1ea7u t\u01b0 m\u1ea1nh m\u1ebd v\u00e0o c\u00e1c ho\u1ea1t \u0111\u1ed9ng trade marketing nh\u01b0 khuy\u1ebfn m\u00e3i, gi\u1ea3m gi\u00e1, qu\u00e0 t\u1eb7ng cho c\u00e1c \u0111\u1ea1i l\u00fd v\u00e0 nh\u00e0 ph\u00e2n ph\u1ed1i \u0111\u1ec3 duy tr\u00ec v\u00e0 n\u00e2ng cao v\u1ecb th\u1ebf c\u1ee7a m\u00ecnh tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n

Xem th\u00eam: M\u1ed9t s\u1ed1 m\u00f4 h\u00ecnh marketing ph\u1ed5 bi\u1ebfn: 4P, SWOT, PESTEL, SMART, ph\u1ec5u marketing<\/strong><\/em><\/p>\n

T\u1ea7m quan tr\u1ecdng c\u1ee7a trade marketing<\/b><\/h2>\n

Trade Marketing \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c \u0111\u01b0a s\u1ea3n ph\u1ea9m t\u1eeb nh\u00e0 s\u1ea3n xu\u1ea5t \u0111\u1ebfn tay ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u00f4ng qua c\u00e1c k\u00eanh ph\u00e2n ph\u1ed1i v\u00e0 gi\u00fap c\u00e1c doanh nghi\u1ec7p s\u1ea3n xu\u1ea5t \u0111\u1ea1t \u0111\u01b0\u1ee3c nhi\u1ec1u l\u1ee3i \u00edch nh\u01b0:<\/span><\/p>\n

T\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng:<\/b> Marketing trade gi\u00fap t\u0103ng kh\u1ea3 n\u0103ng ti\u1ebfp c\u1eadn v\u00e0 t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng t\u1ea1i \u0111i\u1ec3m b\u00e1n h\u00e0ng, qua \u0111\u00f3 t\u0103ng c\u01a1 h\u1ed9i b\u00e1n h\u00e0ng v\u00e0 doanh s\u1ed1. Theo Nielsen, vi\u1ec7c tri\u1ec3n khai chi\u1ebfn l\u01b0\u1ee3c trade marketing c\u00f3 th\u1ec3 t\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng l\u00ean \u0111\u1ebfn 5%.<\/span><\/p>\n

Thu h\u00fat s\u1ef1 ch\u00fa \u00fd so v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m tr\u00ean k\u1ec7:<\/b> Vi\u1ec7c tri\u1ec3n khai chi\u1ebfn l\u01b0\u1ee3c trade marketing gi\u00fap t\u0103ng kh\u1ea3 n\u0103ng thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a kh\u00e1ch h\u00e0ng t\u1ea1i \u0111i\u1ec3m b\u00e1n h\u00e0ng v\u00e0 n\u00e2ng cao v\u1ecb tr\u00ed c\u1ee7a s\u1ea3n ph\u1ea9m tr\u00ean k\u1ec7. V\u00ed d\u1ee5: theo nghi\u00ean c\u1ee9u c\u1ee7a POPAI, vi\u1ec7c s\u1eed d\u1ee5ng POSM (Point of Sale Materials: v\u1eadt li\u1ec7u tr\u01b0ng b\u00e0y s\u1ea3n ph\u1ea9m t\u1ea1i \u0111i\u1ec3m b\u00e1n h\u00e0ng nh\u01b0 t\u1edd r\u01a1i, banner, \u00e1p ph\u00edch qu\u1ea3ng c\u00e1o, \u2026) v\u00e0 POP (Point of Purchase: ho\u1ea1t \u0111\u1ed9ng k\u00edch ho\u1ea1t t\u1ea1i \u0111i\u1ec3m mua h\u00e0ng nh\u01b0 m\u1eabu th\u1eed s\u1ea3n ph\u1ea9m, \u2026) c\u00f3 th\u1ec3 gi\u00fap s\u1ea3n ph\u1ea9m t\u0103ng s\u1ef1 thu h\u00fat kh\u00e1ch h\u00e0ng \u0111\u1ebfn 20%.<\/span><\/p>\n

\"Trade<\/p>\n

Trade Marketing gi\u00fap th\u01b0\u01a1ng hi\u1ec7u t\u0103ng t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng v\u00e0 n\u00e2ng cao doanh s\u1ed1 b\u00e1n h\u00e0ng<\/p>\n<\/div>\n

T\u0103ng s\u1ef1 t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng: <\/b>Chi\u1ebfn l\u01b0\u1ee3c Trade Marketing gi\u00fap t\u0103ng s\u1ef1 t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng t\u1ea1i \u0111i\u1ec3m b\u00e1n h\u00e0ng, qua \u0111\u00f3 gi\u00fap c\u1ea3i thi\u1ec7n nh\u1eadn th\u1ee9c v\u1ec1 s\u1ea3n ph\u1ea9m v\u00e0 t\u0103ng kh\u1ea3 n\u0103ng mua h\u00e0ng c\u1ee7a kh\u00e1ch h\u00e0ng. Theo Boston Retail Partners, vi\u1ec7c tri\u1ec3n khai k\u1ebft h\u1ee3p c\u00f4ng ngh\u1ec7 v\u00e0 chi\u1ebfn l\u01b0\u1ee3c trade marketing c\u00f3 th\u1ec3 gi\u00fap t\u0103ng s\u1ef1 t\u01b0\u01a1ng t\u00e1c v\u1edbi kh\u00e1ch h\u00e0ng l\u00ean \u0111\u1ebfn 167%.<\/span><\/p>\n

T\u1ed1i \u01b0u chi ph\u00ed marketing:<\/b> Chi\u1ebfn l\u01b0\u1ee3c trade marketing gi\u00fap t\u1ed1i \u01b0u chi ph\u00ed marketing b\u1eb1ng c\u00e1ch t\u1eadp trung v\u00e0o kh\u00e1ch h\u00e0ng t\u1ea1i \u0111i\u1ec3m b\u00e1n h\u00e0ng, n\u01a1i m\u00e0 kh\u00e1ch h\u00e0ng th\u1ef1c s\u1ef1 quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng. Theo Merchandising Matters, chi\u1ebfn l\u01b0\u1ee3c trade marketing c\u00f3 th\u1ec3 gi\u00fap t\u1ed1i \u01b0u chi ph\u00ed marketing l\u00ean \u0111\u1ebfn 20%.<\/span><\/p>\n

M\u00f4 h\u00ecnh trade marketing 4Cs<\/b><\/h2>\n

M\u00f4 h\u00ecnh trade marketing 4Cs l\u00e0 m\u1ed9t m\u00f4 h\u00ecnh trade marketing quan tr\u1ecdng, g\u1ed3m 4 y\u1ebfu t\u1ed1 c\u01a1 b\u1ea3n c\u1ea7n thi\u1ebft \u0111\u1ec3 x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c trade marketing hi\u1ec7u qu\u1ea3:\u00a0<\/span><\/p>\n

    \n
  • Customer Development (Ph\u00e1t tri\u1ec3n kh\u00e1ch h\u00e0ng)<\/span><\/li>\n
  • Category Development (Ph\u00e1t tri\u1ec3n danh m\u1ee5c)<\/span><\/li>\n
  • Consumer Engagement (S\u1ef1 t\u01b0\u01a1ng t\u00e1c v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng)<\/span><\/li>\n
  • Company Engagement (Cam k\u1ebft c\u1ee7a c\u00f4ng ty)<\/span><\/li>\n<\/ul>\n

    Customer Development (Ph\u00e1t tri\u1ec3n kh\u00e1ch h\u00e0ng)<\/b><\/h3>\n

    Ch\u1eef C \u0111\u1ea7u ti\u00ean trong 4C c\u1ee7a trade marketing l\u00e0 Customer Development (Ph\u00e1t tri\u1ec3n kh\u00e1ch h\u00e0ng). Kh\u00e1ch h\u00e0ng l\u00e0 nh\u00e2n t\u1ed1 quan tr\u1ecdng nh\u1ea5t trong chi\u1ebfn l\u01b0\u1ee3c trade marketing, bao g\u1ed3m\u00a0 c\u00e1c \u0111\u1ea1i l\u00fd, nh\u00e0 ph\u00e2n ph\u1ed1i, c\u1eeda h\u00e0ng b\u00e1n l\u1ebb, nh\u00e0 m\u00e1y s\u1ea3n xu\u1ea5t, \u2026 li\u00ean quan \u0111\u1ebfn ho\u1ea1t \u0111\u1ed9ng kinh doanh v\u00e0 ph\u00e2n ph\u1ed1i s\u1ea3n ph\u1ea9m c\u1ee7a doanh nghi\u1ec7p. V\u00ec v\u1eady, doanh nghi\u1ec7p c\u1ea7n t\u00ecm hi\u1ec3u v\u00e0 hi\u1ec3u r\u00f5 nhu c\u1ea7u c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed3ng th\u1eddi \u1ee9ng d\u1ee5ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec3 t\u1ea1o ni\u1ec1m tin v\u00e0 l\u00f2ng trung th\u00e0nh v\u1edbi kh\u00e1ch h\u00e0ng.<\/span><\/p>\n

    Ph\u00e1t tri\u1ec3n kh\u00e1ch h\u00e0ng l\u00e0 m\u1ed9t ph\u1ea7n quan tr\u1ecdng trong chi\u1ebfn l\u01b0\u1ee3c kinh doanh v\u00e0 trade marketing, bao g\u1ed3m nhi\u1ec1u ho\u1ea1t \u0111\u1ed9ng nh\u01b0:<\/span><\/p>\n

    Ph\u00e1t tri\u1ec3n k\u00eanh (Channel Development):<\/b> T\u00ecm ki\u1ebfm v\u00e0 ph\u00e1t tri\u1ec3n c\u00e1c k\u00eanh ph\u00e2n ph\u1ed1i m\u1edbi ho\u1eb7c t\u1ed1i \u01b0u h\u00f3a c\u00e1c k\u00eanh ph\u00e2n ph\u1ed1i hi\u1ec7n c\u00f3 \u0111\u1ec3 \u0111\u01b0a s\u1ea3n ph\u1ea9m \u0111\u1ebfn tay kh\u00e1ch h\u00e0ng m\u1ed9t c\u00e1ch nhanh ch\u00f3ng v\u00e0 hi\u1ec7u qu\u1ea3 h\u01a1n. Theo Nielsen (), c\u00e1c nh\u00e0 b\u00e1n l\u1ebb c\u00f3 chi\u1ebfn l\u01b0\u1ee3c k\u00eanh ph\u00e2n ph\u1ed1i t\u1ed1t \u0111\u1ea1t doanh s\u1ed1 b\u00e1n h\u00e0ng cao h\u01a1n 10% so v\u1edbi c\u00e1c nh\u00e0 b\u00e1n l\u1ebb kh\u00f4ng c\u00f3 chi\u1ebfn l\u01b0\u1ee3c v\u00e0 c\u00f3 84% c\u00e1c nh\u00e0 b\u00e1n l\u1ebb \u0111\u00e3 s\u1eed d\u1ee5ng nhi\u1ec1u k\u00eanh ph\u00e2n ph\u1ed1i kh\u00e1c nhau \u0111\u1ec3 t\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng.<\/span><\/p>\n

    Ch\u00ednh s\u00e1ch chi\u1ebft kh\u1ea5u th\u01b0\u01a1ng m\u1ea1i (Trade Discount Policy):<\/b> \u0110\u01b0a ra c\u00e1c ch\u00ednh s\u00e1ch chi\u1ebft kh\u1ea5u th\u01b0\u01a1ng m\u1ea1i ph\u00f9 h\u1ee3p \u0111\u1ec3 h\u1ed7 tr\u1ee3 cho c\u00e1c nh\u00e0 ph\u00e2n ph\u1ed1i b\u00e1n l\u1ebb v\u00e0 t\u0103ng c\u01b0\u1eddng doanh s\u1ed1 b\u00e1n h\u00e0ng. Theo b\u00e1o c\u00e1o c\u1ee7a McKinsey , ch\u00ednh s\u00e1ch chi\u1ebft kh\u1ea5u th\u01b0\u01a1ng m\u1ea1i gi\u00fap c\u00e1c c\u00f4ng ty \u0111\u1ea1t t\u1ef7 l\u1ec7 l\u1ee3i nhu\u1eadn cao h\u01a1n t\u1eeb 3% \u0111\u1ebfn 5%.<\/span><\/p>\n

    \"Ph\u00e1t<\/p>\n

    Ph\u00e1t tri\u1ec3n kh\u00e1ch h\u00e0ng l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng gi\u00fap th\u01b0\u01a1ng hi\u1ec7u g\u1eafn b\u00f3 v\u1edbi kh\u00e1ch h\u00e0ng<\/p>\n<\/div>\n

    Ch\u01b0\u01a1ng tr\u00ecnh kh\u00e1ch h\u00e0ng th\u00e2n thi\u1ebft (Loyalty Program):<\/b> T\u1ea1o c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh kh\u00e1ch h\u00e0ng th\u00e2n thi\u1ebft, gi\u1ea3m gi\u00e1 ho\u1eb7c \u01b0u \u0111\u00e3i cho kh\u00e1ch h\u00e0ng \u0111\u1ec3 t\u1ea1o l\u00f2ng trung th\u00e0nh v\u00e0 t\u0103ng c\u01b0\u1eddng doanh s\u1ed1 b\u00e1n h\u00e0ng. B\u00e1o c\u00e1o c\u1ee7a Bond Brand Loyalty (2021) cho th\u1ea5y, kh\u00e1ch h\u00e0ng tham gia ch\u01b0\u01a1ng tr\u00ecnh kh\u00e1ch h\u00e0ng th\u00e2n thi\u1ebft c\u1ee7a c\u00f4ng ty s\u1ebd c\u00f3 xu h\u01b0\u1edbng mua h\u00e0ng th\u01b0\u1eddng xuy\u00ean h\u01a1n v\u00e0 chi ti\u00eau nhi\u1ec1u h\u01a1n.<\/span><\/p>\n

    S\u1ef1 ki\u1ec7n kh\u00e1ch h\u00e0ng (Customer Events): <\/b>T\u1ed5 ch\u1ee9c c\u00e1c s\u1ef1 ki\u1ec7n, ch\u01b0\u01a1ng tr\u00ecnh gi\u1edbi thi\u1ec7u s\u1ea3n ph\u1ea9m ho\u1eb7c tri \u00e2n kh\u00e1ch h\u00e0ng \u0111\u1ec3 t\u1ea1o d\u1ea5u \u1ea5n th\u01b0\u01a1ng hi\u1ec7u v\u00e0 t\u0103ng c\u01b0\u1eddng quan h\u1ec7 v\u1edbi kh\u00e1ch h\u00e0ng. Theo m\u1ed9t nghi\u00ean c\u1ee9u c\u1ee7a Event Marketing Institute (), 74% ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 th\u1ec3 mua h\u00e0ng sau khi tham gia m\u1ed9t s\u1ef1 ki\u1ec7n kh\u00e1ch h\u00e0ng c\u1ee7a c\u00f4ng ty.\u00a0<\/span><\/p>\n

    Category Development (Ph\u00e1t tri\u1ec3n danh m\u1ee5c)<\/b><\/h3>\n

    Ch\u1eef C th\u1ee9 hai trong 4C c\u1ee7a Trade Marketing l\u00e0 Category Development (Ph\u00e1t tri\u1ec3n danh m\u1ee5c). D\u01b0\u1edbi \u0111\u00e2y l\u00e0 c\u00e1c chi\u1ebfn l\u01b0\u1ee3c \u0111\u1ec3 th\u1ef1c hi\u1ec7n ph\u00e1t tri\u1ec3n danh m\u1ee5c:<\/span><\/p>\n

    Chi\u1ebfn l\u01b0\u1ee3c th\u00e2m nh\u1eadp (<\/b>Penetration Strategy<\/b>):<\/b> \u0110\u00e2y l\u00e0 chi\u1ebfn l\u01b0\u1ee3c t\u1eadp trung v\u00e0o vi\u1ec7c \u0111\u01b0a s\u1ea3n ph\u1ea9m m\u1edbi ho\u1eb7c s\u1ea3n ph\u1ea9m s\u1eb5n c\u00f3 c\u1ee7a c\u00f4ng ty v\u00e0o m\u1ed9t th\u1ecb tr\u01b0\u1eddng m\u1edbi. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 bao g\u1ed3m vi\u1ec7c \u0111\u01b0a s\u1ea3n ph\u1ea9m v\u00e0o c\u00e1c c\u1eeda h\u00e0ng m\u1edbi ho\u1eb7c m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng \u0111\u1ebfn c\u00e1c qu\u1ed1c gia kh\u00e1c.\u00a0<\/span><\/p>\n

    V\u00ed d\u1ee5: N\u0103m 2015, Coca-Cola \u0111\u01b0a ra m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng \u1ea4n \u0110\u1ed9, n\u01a1i m\u00e0 c\u00f4ng ty \u0111ang g\u1eb7p nhi\u1ec1u kh\u00f3 kh\u0103n v\u00ec s\u1ef1 c\u1ea1nh tranh t\u1eeb c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ee5c b\u1ed9 v\u00e0 m\u1ed9t s\u1ed1 l\u1ec7nh c\u1ea5m qu\u1ea3ng c\u00e1o. \u0110\u1ec3 th\u1ef1c hi\u1ec7n chi\u1ebfn l\u01b0\u1ee3c th\u00e2m nh\u1eadp, Coca-Cola \u0111\u00e3 cung c\u1ea5p c\u00e1c s\u1ea3n ph\u1ea9m nh\u1ecf h\u01a1n, v\u1edbi gi\u00e1 c\u1ea3 ph\u00f9 h\u1ee3p v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u1ea4n \u0110\u1ed9. C\u00f4ng ty c\u0169ng \u0111\u00e3 \u0111\u1ea7u t\u01b0 v\u00e0o m\u1ea1ng l\u01b0\u1edbi ph\u00e2n ph\u1ed1i, t\u0103ng c\u01b0\u1eddng qu\u1ea3ng b\u00e1 v\u00e0 x\u00e2y d\u1ef1ng c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i v\u00e0 gi\u1ea3m gi\u00e1 \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng. Coca-Cola \u0111\u00e3 s\u1eed d\u1ee5ng nhi\u1ec1u k\u00eanh ph\u00e2n ph\u1ed1i kh\u00e1c nhau \u0111\u1ec3 \u0111\u01b0a s\u1ea3n ph\u1ea9m v\u00e0o th\u1ecb tr\u01b0\u1eddng \u1ea4n \u0110\u1ed9, bao g\u1ed3m c\u00e1c k\u00eanh nh\u01b0 si\u00eau th\u1ecb, c\u1eeda h\u00e0ng ti\u1ec7n l\u1ee3i, nh\u00e0 h\u00e0ng, qu\u00e1n bar, tr\u1ea1m d\u1ecbch v\u1ee5 x\u0103ng d\u1ea7u, c\u1eeda h\u00e0ng b\u00e1n l\u1ebb, tr\u01b0\u1eddng h\u1ecdc v\u00e0 c\u00e1c \u0111i\u1ec3m b\u00e1n h\u00e0ng kh\u00e1c\u2026 Theo b\u00e1o c\u00e1o c\u1ee7a Euromonitor International, \u0111\u1ebfn , Coca-Cola l\u00e0 th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed3 u\u1ed1ng c\u00f3 m\u1eb7t r\u1ed9ng kh\u1eafp nh\u1ea5t t\u1ea1i \u1ea4n \u0110\u1ed9, v\u1edbi h\u01a1n 2,2 tri\u1ec7u \u0111i\u1ec3m b\u00e1n h\u00e0ng tr\u00ean to\u00e0n qu\u1ed1c.<\/span><\/p>\n

    Chi\u1ebfn l\u01b0\u1ee3c danh m\u1ee5c \u0111\u1ea7u t\u01b0 (<\/b>Portfolio Strategy<\/b>):<\/b> Chi\u1ebfn l\u01b0\u1ee3c t\u1eadp trung v\u00e0o vi\u1ec7c \u0111\u1ea7u t\u01b0 cho c\u00e1c s\u1ea3n ph\u1ea9m hi\u1ec7n c\u00f3 c\u1ee7a c\u00f4ng ty \u0111\u1ec3 t\u0103ng doanh s\u1ed1 v\u00e0 l\u1ee3i nhu\u1eadn b\u1eb1ng c\u00e1ch m\u1edf r\u1ed9ng danh m\u1ee5c s\u1ea3n ph\u1ea9m (Product mix) ho\u1eb7c n\u00e2ng c\u1ea5p s\u1ea3n ph\u1ea9m.<\/span><\/p>\n

    V\u00ed d\u1ee5: Apple \u0111\u00e3 t\u1eadp trung v\u00e0o vi\u1ec7c \u0111\u1ea7u t\u01b0 cho c\u00e1c s\u1ea3n ph\u1ea9m hi\u1ec7n c\u00f3 c\u1ee7a m\u00ecnh nh\u01b0 iPhone, iPad v\u00e0 MacBook \u0111\u1ec3 t\u0103ng doanh s\u1ed1 v\u00e0 l\u1ee3i nhu\u1eadn. Apple \u0111\u00e3 li\u00ean t\u1ee5c c\u1ea3i ti\u1ebfn v\u00e0 n\u00e2ng c\u1ea5p c\u00e1c s\u1ea3n ph\u1ea9m n\u00e0y \u0111\u1ec3 t\u1ea1o ra gi\u00e1 tr\u1ecb cho kh\u00e1ch h\u00e0ng v\u00e0 t\u0103ng t\u00ednh c\u1ea1nh tranh tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n

    Theo b\u00e1o c\u00e1o t\u00e0i ch\u00ednh qu\u00fd II c\u1ee7a Apple, doanh thu c\u1ee7a c\u00f4ng ty t\u1eeb iPhone \u0111\u00e3 t\u0103ng l\u00ean 39,57 t\u1ef7 USD, t\u0103ng 50% so v\u1edbi c\u00f9ng k\u1ef3 n\u0103m tr\u01b0\u1edbc, trong khi doanh thu t\u1eeb iPad v\u00e0 MacBook c\u0169ng t\u0103ng 12% v\u00e0 16% l\u1ea7n l\u01b0\u1ee3t. Vi\u1ec7c \u0111\u1ea7u t\u01b0 v\u00e0o c\u00e1c s\u1ea3n ph\u1ea9m hi\u1ec7n c\u00f3 c\u1ee7a c\u00f4ng ty \u0111\u00e3 gi\u00fap Apple t\u0103ng doanh s\u1ed1 v\u00e0 l\u1ee3i nhu\u1eadn c\u1ee7a m\u00ecnh trong nhi\u1ec1u n\u0103m qua.<\/span><\/p>\n

    \"Ph\u00e1t<\/p>\n

    Ph\u00e1t tri\u1ec3n danh m\u1ee5c gi\u00fap th\u01b0\u01a1ng hi\u1ec7u n\u00e2ng cao doanh s\u1ed1 v\u00e0 ph\u00e1t tri\u1ec3n m\u1ea1nh m\u1ebd<\/p>\n<\/div>\n

    Chi\u1ebfn l\u01b0\u1ee3c combo s\u1ea3n ph\u1ea9m (<\/b>Pack-size strategy<\/b>): <\/b>Chi\u1ebfn l\u01b0\u1ee3c t\u1eadp trung v\u00e0o vi\u1ec7c t\u0103ng doanh s\u1ed1 b\u1eb1ng c\u00e1ch b\u00e1n c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 theo combo s\u1ea3n ph\u1ea9m.<\/span><\/p>\n

    V\u00ed d\u1ee5: C\u00e1c c\u00f4ng ty s\u1ea3n xu\u1ea5t ch\u1ea5t t\u1ea9y r\u1eeda \u00e1p d\u1ee5ng chi\u1ebfn l\u01b0\u1ee3c combo s\u1ea3n ph\u1ea9m cho c\u00e1c kh\u00e1ch h\u00e0ng l\u00e0 c\u00e1c kh\u00e1ch s\u1ea1n, nh\u00e0 h\u00e0ng, hay c\u00e1c c\u01a1 quan, t\u1ed5 ch\u1ee9c, \u2026 b\u1eb1ng c\u00e1ch cung c\u1ea5p c\u00e1c combo s\u1ea3n ph\u1ea9m. C\u00e1c combo s\u1ea3n ph\u1ea9m bao g\u1ed3m b\u1ed9t gi\u1eb7t, n\u01b0\u1edbc r\u1eeda ch\u00e9n b\u00e1t, n\u01b0\u1edbc lau s\u00e0n, \u2026 \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u s\u1eed d\u1ee5ng v\u1edbi s\u1ed1 l\u01b0\u1ee3ng l\u1edbn c\u1ee7a c\u00e1c kh\u00e1ch h\u00e0ng l\u00e0 c\u00e1c kh\u00e1ch s\u1ea1n, nh\u00e0 h\u00e0ng.<\/span><\/p>\n

    Vi\u1ec7c cung c\u1ea5p c\u00e1c combo s\u1ea3n ph\u1ea9m gi\u00fap kh\u00e1ch h\u00e0ng ti\u1ebft ki\u1ec7m th\u1eddi gian v\u00e0 chi ph\u00ed cho vi\u1ec7c mua s\u1eafm v\u00e0 qu\u1ea3n l\u00fd h\u00e0ng h\u00f3a, \u0111\u1ed3ng th\u1eddi t\u0103ng t\u00ednh linh ho\u1ea1t v\u00e0 ti\u1ebft ki\u1ec7m chi ph\u00ed v\u1eadn chuy\u1ec3n v\u00e0 l\u01b0u kho cho ch\u00ednh c\u00f4ng ty s\u1ea3n xu\u1ea5t.<\/span><\/p>\n

    Chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 (<\/b>Pricing Strategy<\/b>):<\/b> Chi\u1ebfn l\u01b0\u1ee3c t\u1eadp trung v\u00e0o vi\u1ec7c \u0111\u1eb7t gi\u00e1 ph\u00f9 h\u1ee3p cho c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 c\u1ee7a c\u00f4ng ty nh\u1eb1m k\u00edch c\u1ea7u ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/span><\/p>\n

    V\u00ed d\u1ee5: T\u00f9y v\u00e0o t\u1eebng th\u1ecb tr\u01b0\u1eddng v\u00e0 khu v\u1ef1c, Nestle (c\u00f4ng ty cung c\u1ea5p th\u1ef1c ph\u1ea9m v\u00e0 n\u01b0\u1edbc gi\u1ea3i kh\u00e1t) s\u1eed d\u1ee5ng nhi\u1ec1u chi\u1ebfn l\u01b0\u1ee3c gi\u00e1 kh\u00e1c nhau cho c\u00e1c \u0111\u1ea1i l\u00fd b\u00e1n bu\u00f4n nh\u01b0: gi\u1ea3m gi\u00e1 tr\u1ef1c ti\u1ebfp, chi\u1ebft kh\u1ea5u ho\u00e0n tr\u1ea3 sau khi \u0111\u1ea1t m\u1ee9c doanh s\u1ed1 nh\u1ea5t \u0111\u1ecbnh, \u2026 Ngo\u00e0i ra, Nestle c\u0169ng cung c\u1ea5p c\u00e1c m\u1ee9c gi\u00e1 s\u1ea3n ph\u1ea9m \u0111a d\u1ea1ng v\u00e0 linh ho\u1ea1t \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a t\u1eebng \u0111\u1ea1i l\u00fd b\u00e1n bu\u00f4n.<\/span><\/p>\n

    Consumer Engagement (S\u1ef1 t\u01b0\u01a1ng t\u00e1c v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng)<\/b><\/h3>\n

    Ch\u1eef C th\u1ee9 ba trong 4C c\u1ee7a Trade Marketing l\u00e0 Consumer Engagement (S\u1ef1 t\u01b0\u01a1ng t\u00e1c v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng), g\u1ed3m nh\u1eefng ho\u1ea1t \u0111\u1ed9ng t\u01b0\u01a1ng t\u00e1c gi\u1eefa ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1edbi s\u1ea3n ph\u1ea9m ho\u1eb7c th\u01b0\u01a1ng hi\u1ec7u nh\u01b0:<\/span><\/p>\n

    Ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u00e3i d\u00e0nh cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng (<\/b>Consumer Promotion<\/b>):<\/b> Theo b\u00e1o c\u00e1o c\u1ee7a Nielsen (), 62% ng\u01b0\u1eddi ti\u00eau d\u00f9ng cho bi\u1ebft h\u1ecd s\u1ebd mua s\u1ea3n ph\u1ea9m n\u1ebfu c\u00f3 khuy\u1ebfn m\u1ea1i. V\u00ec v\u1eady, chi\u1ebfn l\u01b0\u1ee3c khuy\u1ebfn m\u00e3i l\u00e0 m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c quan tr\u1ecdng, th\u00fac \u0111\u1ea9y s\u1ef1 quan t\u00e2m v\u00e0 mua s\u1eafm c\u1ee7a kh\u00e1ch h\u00e0ng th\u00f4ng qua c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u1ea1i, gi\u1ea3m gi\u00e1 ho\u1eb7c qu\u00e0 t\u1eb7ng. V\u00ed d\u1ee5: Unilever c\u00f3 ch\u01b0\u01a1ng tr\u00ecnh mua Omo t\u1eb7ng ch\u1eadu, mua s\u1eefa t\u1eafm t\u1eb7ng n\u01b0\u1edbc r\u1eeda tay, mua n\u01b0\u1edbc r\u1eeda b\u00e1t t\u1eb7ng mi\u1ebfng x\u1ed1p r\u1eeda b\u00e1t \u2026<\/span><\/p>\n

    Tr\u01b0ng b\u00e0y \u0111\u1ec3 b\u00e1n s\u1ea3n ph\u1ea9m (Merchandising):<\/b> T\u1ed1i \u01b0u h\u00f3a tr\u1ea3i nghi\u1ec7m mua s\u1eafm b\u1eb1ng c\u00e1ch trang tr\u00ed v\u00e0 b\u1ed1 tr\u00ed c\u00e1c s\u1ea3n ph\u1ea9m m\u1ed9t c\u00e1ch thu h\u00fat, tr\u1ef1c quan v\u00e0 d\u1ec5 d\u00e0ng ti\u1ebfp c\u1eadn v\u1edbi kh\u00e1ch h\u00e0ng. Vi\u1ec7c s\u1eafp x\u1ebfp s\u1ea3n ph\u1ea9m h\u1ee3p l\u00fd v\u00e0 ch\u00fa \u00fd \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng gi\u00fap t\u0103ng doanh s\u1ed1 v\u00e0 \u0111\u1ed9 trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng. Theo m\u1ed9t nghi\u00ean c\u1ee9u c\u1ee7a Nielsen n\u0103m nay, h\u01a1n 60% quy\u1ebft \u0111\u1ecbnh mua s\u1eafm \u0111\u01b0\u1ee3c \u0111\u01b0a ra t\u1ea1i \u0111i\u1ec3m b\u00e1n h\u00e0ng, v\u00ec v\u1eady merchandising \u0111\u01b0\u1ee3c xem l\u00e0 y\u1ebfu t\u1ed1 c\u1ed1t l\u00f5i \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng.<\/span><\/p>\n

    \"S\u1ef1<\/p>\n

    S\u1ef1 t\u01b0\u01a1ng t\u00e1c v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng gi\u00fap th\u01b0\u01a1ng hi\u1ec7u k\u00edch c\u1ea7u v\u00e0 thu h\u00fat kh\u00e1ch h\u00e0ng mua s\u1eafm nhi\u1ec1u h\u01a1n<\/p>\n<\/div>\n

    T\u00e0i li\u1ec7u \u0111i\u1ec3m b\u00e1n h\u00e0ng (POSM)<\/b>: Theo b\u00e1o c\u00e1o c\u1ee7a Nielsen (), t\u00e0i li\u1ec7u \u0111i\u1ec3m b\u00e1n h\u00e0ng bao g\u1ed3m c\u00e1c v\u1eadt d\u1ee5ng qu\u1ea3ng c\u00e1o nh\u01b0 standee, banner, poster, brochure, \u2026 \u0111\u01b0\u1ee3c \u0111\u1eb7t t\u1ea1i c\u00e1c \u0111i\u1ec3m b\u00e1n h\u00e0ng \u0111\u1ec3 thu h\u00fat kh\u00e1ch h\u00e0ng v\u00e0 qu\u1ea3ng b\u00e1 s\u1ea3n ph\u1ea9m. Vi\u1ec7c s\u1eed d\u1ee5ng t\u00e0i li\u1ec7u \u0111i\u1ec3m b\u00e1n h\u00e0ng h\u1ee3p l\u00fd, ph\u00f9 h\u1ee3p v\u1edbi s\u1ea3n ph\u1ea9m v\u00e0 th\u01b0\u01a1ng hi\u1ec7u s\u1ebd gi\u00fap t\u1ea1o \u1ea5n t\u01b0\u1ee3ng t\u1ed1t v\u1edbi kh\u00e1ch h\u00e0ng v\u00e0 t\u0103ng kh\u1ea3 n\u0103ng b\u00e1n h\u00e0ng.<\/span><\/p>\n

    K\u00edch ho\u1ea1t \u0111i\u1ec3m mua h\u00e0ng (POP): <\/b>Theo Shop! Association (), c\u00e1c ho\u1ea1t \u0111\u1ed9ng k\u00edch ho\u1ea1t \u0111i\u1ec3m mua h\u00e0ng nh\u01b0 ch\u01b0\u01a1ng tr\u00ecnh khuy\u1ebfn m\u1ea1i, gi\u1ea3m gi\u00e1, qu\u00e0 t\u1eb7ng, \u2026 c\u00f3 th\u1ec3 gi\u00fap t\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng. Vi\u1ec7c l\u1ef1a ch\u1ecdn, tri\u1ec3n khai c\u00e1c ho\u1ea1t \u0111\u1ed9ng k\u00edch ho\u1ea1t \u0111i\u1ec3m mua h\u00e0ng ph\u00f9 h\u1ee3p v\u1edbi s\u1ea3n ph\u1ea9m v\u00e0 th\u1ecb tr\u01b0\u1eddng s\u1ebd gi\u00fap t\u0103ng hi\u1ec7u qu\u1ea3 mua s\u1eafm c\u1ee7a kh\u00e1ch h\u00e0ng v\u1edbi s\u1ea3n ph\u1ea9m.<\/span><\/p>\n

    Company Engagement (Cam k\u1ebft c\u1ee7a c\u00f4ng ty)<\/b><\/h3>\n

    Ch\u1eef C cu\u1ed1i c\u00f9ng trong m\u00f4 h\u00ecnh 4C c\u1ee7a trade marketing l\u00e0 Company Engagement (Cam k\u1ebft c\u1ee7a c\u00f4ng ty):<\/span><\/p>\n

    D\u1ef1 b\u00e1o doanh s\u1ed1, m\u1ee5c ti\u00eau (Sales forecast, target):<\/b> \u0110\u00e2y l\u00e0 chi\u1ebfn l\u01b0\u1ee3c li\u00ean quan \u0111\u1ebfn vi\u1ec7c \u0111\u1eb7t ra m\u1ee5c ti\u00eau doanh s\u1ed1 c\u1ee5 th\u1ec3 cho k\u00eanh ph\u00e2n ph\u1ed1i v\u00e0 ph\u1ea3i d\u1ef1 b\u00e1o \u0111\u01b0\u1ee3c doanh s\u1ed1 c\u1ee7a t\u1eebng k\u00eanh, \u0111\u1ecbnh h\u01b0\u1edbng cho c\u00e1c ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb. Theo b\u00e1o c\u00e1o c\u1ee7a Accenture, n\u0103m , vi\u1ec7c t\u0103ng c\u01b0\u1eddng d\u1ef1 b\u00e1o doanh s\u1ed1 gi\u00fap c\u00e1c doanh nghi\u1ec7p t\u1ed1i \u01b0u h\u00f3a vi\u1ec7c cung c\u1ea5p s\u1ea3n ph\u1ea9m, gi\u1ea3m thi\u1ec3u t\u1ed3n kho v\u00e0 t\u1ed1i \u0111a h\u00f3a l\u1ee3i nhu\u1eadn.<\/span><\/p>\n

    T\u00f3m t\u1eaft b\u00e1n h\u00e0ng (Sales brief):<\/b> T\u00f3m t\u1eaft b\u00e1n h\u00e0ng l\u00e0 t\u00e0i li\u1ec7u m\u00f4 t\u1ea3 chi ti\u1ebft v\u1ec1 s\u1ea3n ph\u1ea9m, m\u1ee5c ti\u00eau b\u00e1n h\u00e0ng, \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1ch h\u00e0ng v\u00e0 c\u00e1c th\u00f4ng tin li\u00ean quan kh\u00e1c. T\u00e0i li\u1ec7u n\u00e0y \u0111\u01b0\u1ee3c chia s\u1ebb cho \u0111\u1ed9i ng\u0169 b\u00e1n h\u00e0ng \u0111\u1ec3 h\u1ecd hi\u1ec3u r\u00f5 v\u1ec1 s\u1ea3n ph\u1ea9m v\u00e0 c\u00f3 th\u1ec3 b\u00e1n h\u00e0ng hi\u1ec7u qu\u1ea3 h\u01a1n.<\/span><\/p>\n

    \"C\u00e1c<\/p>\n

    C\u00e1c y\u1ebfu t\u1ed1 li\u00ean quan \u0111\u1ebfn cam k\u1ebft c\u1ee7a c\u00f4ng ty gi\u00fap doanh nghi\u1ec7p n\u1eafm b\u1eaft t\u00ecnh h\u00ecnh k\u1ecbp th\u1eddi v\u00e0 c\u00f3 \u0111\u1ecbnh h\u01b0\u1edbng r\u00f5 r\u00e0ng \u0111\u1ec3 ph\u00e1t tri\u1ec3n<\/p>\n<\/div>\n

    Kh\u1ea3 n\u0103ng hi\u1ec3n th\u1ecb\/hi\u1ec3n th\u1ecb (Visibility\/Display Contest):<\/b> Chi\u1ebfn l\u01b0\u1ee3c t\u1eadp trung v\u00e0o vi\u1ec7c c\u1ea3i thi\u1ec7n kh\u1ea3 n\u0103ng hi\u1ec3n th\u1ecb v\u00e0 tr\u01b0ng b\u00e0y s\u1ea3n ph\u1ea9m t\u1ea1i \u0111i\u1ec3m b\u00e1n h\u00e0ng \u0111\u1ec3 thu h\u00fat s\u1ef1 ch\u00fa \u00fd c\u1ee7a kh\u00e1ch h\u00e0ng. Theo b\u00e1o c\u00e1o c\u1ee7a POPAI (2021), vi\u1ec7c s\u1eed d\u1ee5ng c\u00e1c v\u1eadt ph\u1ea9m tr\u01b0ng b\u00e0y s\u1ea3n ph\u1ea9m hi\u1ec7u qu\u1ea3 c\u00f3 th\u1ec3 t\u0103ng doanh s\u1ed1 b\u00e1n h\u00e0ng l\u00ean \u0111\u1ebfn 20%.<\/span><\/p>\n

    Th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng (Penetration Contest):<\/b> Chi\u1ebfn l\u01b0\u1ee3c t\u1eadp trung v\u00e0o vi\u1ec7c th\u00fac \u0111\u1ea9y doanh s\u1ed1 b\u1eb1ng c\u00e1ch t\u0103ng c\u01b0\u1eddng s\u1ef1 th\u00e2m nh\u1eadp, hi\u1ec7n di\u1ec7n c\u1ee7a s\u1ea3n ph\u1ea9m t\u1ea1i c\u00e1c k\u00eanh ph\u00e2n ph\u1ed1i m\u1edbi. Chi\u1ebfn l\u01b0\u1ee3c n\u00e0y gi\u00fap c\u00e1c doanh nghi\u1ec7p thu h\u00fat \u0111\u01b0\u1ee3c s\u1ef1 ch\u00fa \u00fd c\u1ee7a c\u00e1c nh\u00e0 b\u00e1n l\u1ebb m\u1edbi v\u00e0 gi\u00fap s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c ph\u00e2n ph\u1ed1i r\u1ed9ng r\u00e3i h\u01a1n. Tuy nhi\u00ean, chi\u1ebfn l\u01b0\u1ee3c n\u00e0y c\u0169ng \u0111\u00f2i h\u1ecfi s\u1ef1 \u0111\u1ea7u t\u01b0 l\u1edbn v\u00e0 c\u00f3 r\u1ee7i ro n\u1ebfu kh\u00f4ng th\u00e0nh c\u00f4ng.<\/span><\/p>\n

    Trade marketing l\u00e0 m\u1ed9t trong nh\u1eefng ho\u1ea1t \u0111\u1ed9ng marketing quan tr\u1ecdng, th\u00fac \u0111\u1ea9y s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a doanh nghi\u1ec7p. Hi\u1ec3u r\u00f5 \u0111\u1ec3 s\u1eed d\u1ee5ng trade marketing \u0111\u00fang c\u00e1ch s\u1ebd gi\u00fap doanh nghi\u1ec7p t\u0103ng c\u01b0\u1eddng quan h\u1ec7 v\u1edbi \u0111\u1ed1i t\u00e1c, n\u00e2ng cao v\u1ecb th\u1ebf th\u01b0\u01a1ng hi\u1ec7u, \u0111\u1ea9y m\u1ea1nh doanh s\u1ed1 v\u00e0 t\u0103ng l\u1ee3i nhu\u1eadn. Tuy nhi\u00ean, \u0111\u1ec3 \u00e1p d\u1ee5ng trade marketing hi\u1ec7u qu\u1ea3, c\u00e1c doanh nghi\u1ec7p c\u1ea7n ph\u1ea3i \u0111\u1ea7u t\u01b0 nghi\u00ean c\u1ee9u k\u1ef9 l\u01b0\u1ee1ng \u0111\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 kh\u00e1ch h\u00e0ng, \u0111\u1ed1i t\u00e1c v\u00e0 th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n

    Xem th\u00eam:\u00a0Marketing mix: Kh\u00e1i ni\u1ec7m v\u00e0 3 m\u00f4 h\u00ecnh marketing mix ph\u1ed5 bi\u1ebfn<\/em><\/strong><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

    Trade marketing l\u00e0 m\u1ed9t trong nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p ti\u1ebfp th\u1ecb \u0111\u01b0\u1ee3c \u00e1p d\u1ee5ng ph\u1ed5 bi\u1ebfn trong ng\u00e0nh b\u00e1n l\u1ebb, gi\u00fap t\u0103ng c\u01b0\u1eddng doanh s\u1ed1 b\u00e1n h\u00e0ng v\u00e0 th\u1ecb ph\u1ea7n c\u1ee7a doanh nghi\u1ec7p tr\u00ean th\u1ecb tr\u01b0\u1eddng. \u0110\u00e2y l\u00e0 m\u1ed9t trong nh\u1eefng l\u0129nh v\u1ef1c \u0111\u01b0\u1ee3c nhi\u1ec1u doanh nghi\u1ec7p quan t\u00e2m v\u00e0 \u0111\u1ea7u t\u01b0 b\u1edfi t\u00ednh hi\u1ec7u qu\u1ea3 v\u00e0 kh\u1ea3 n\u0103ng t\u1ed1i \u01b0u h\u00f3a chi ph\u00ed.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[191],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/54029"}],"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=54029"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/54029\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=54029"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=54029"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=54029"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}