{"id":1929,"date":"2023-03-18T18:41:42","date_gmt":"2023-03-18T11:41:42","guid":{"rendered":"https:\/\/fsb-web.tranbang.work\/lam-marketing-voi-tinh-than-doanh-chu\/"},"modified":"2023-03-18T18:41:42","modified_gmt":"2023-03-18T11:41:42","slug":"lam-marketing-voi-tinh-than-doanh-chu-s22811111517","status":"publish","type":"post","link":"https:\/\/fsb.edu.vn\/en\/lam-marketing-voi-tinh-than-doanh-chu-s22811111517.html","title":{"rendered":"L\u00e0m marketing v\u1edbi tinh th\u1ea7n doanh ch\u1ee7"},"content":{"rendered":"

Ng\u01b0\u1eddi làm marketing gi\u1ecfi là ng\u01b0\u1eddi \u0111\u1eb7t mình vào v\u1ecb trí và tâm th\u1ebf c\u1ee7a ng\u01b0\u1eddi làm ch\u1ee7 doanh nghi\u1ec7p, ngh\u0129 nh\u01b0 ng\u01b0\u1eddi kh\u1edfi nghi\u1ec7p \u0111\u1ed3ng th\u1eddi \u0111\u1ed9i các “m\u0169” c\u1ee7a nh\u1eefng phòng ban khác \u0111\u1ec3 có th\u1ec3 qu\u1ea3n tr\u1ecb s\u1ef1 thay \u0111\u1ed5i và n\u1eafm \u0111\u01b0\u1ee3c câu chuy\u1ec7n c\u1ee7a toàn chu\u1ed7i giá tr\u1ecb.<\/strong><\/span><\/span><\/span> <\/p>\n

\t\"\"<\/span><\/span><\/div>\n
\tGS. Hermawan Kartajaya, chuyên gia marketing \u0111\u1ed3ng tác gi\u1ea3 10 cu\u1ed1n sách cùng Philip Kotler<\/em><\/span><\/span><\/div>\n

<\/p>\n

\tM\u1ed9t th\u1eadp k\u1ef7 \u0111\u1ea7u l\u1eadp nghi\u1ec7p khi mà Sunhouse còn ch\u01b0a có tên tu\u1ed5i trên th\u1ecb tr\u01b0\u1eddng, ông Nguy\u1ec5n Xuân Phú (Shark Phú) trên c\u01b0\u01a1ng v\u1ecb c\u1ee7a ng\u01b0\u1eddi làm ch\u1ee7 \u0111ã \u0111\u01b0a ra nh\u1eefng quy\u1ebft \u0111\u1ecbnh liên quan \u0111\u1ebfn chi\u1ebfn l\u01b0\u1ee3c marketing (ti\u1ebfp th\u1ecb) mà có l\u1ebd n\u1ebfu ch\u1ec9 \u0111\u1ee9ng \u1edf góc \u0111\u1ed9 marketing thì s\u1ebd ít ai làm nh\u01b0 v\u1eady.<\/span><\/span><\/div>\n
\t <\/div>\n
\tM\u1ed9t trong s\u1ed1 \u0111ó là bán toàn b\u1ed9 s\u1ea3n ph\u1ea9m v\u1edbi chi phí r\u1ebb \u0111\u1ec3 có th\u1ec3 \u0111\u01b0a hàng qua các kênh khác nhau, t\u0103ng \u0111\u1ed9 nh\u1eadn di\u1ec7n cho th\u01b0\u01a1ng hi\u1ec7u. N\u1ebfu ch\u1ec9 nhìn t\u1eeb góc \u0111\u1ed9 marketing, rõ ràng \u0111i\u1ec1u này t\u1ed1n r\u1ea5t nhi\u1ec1u chi phí. Nh\u01b0ng t\u1eeb góc \u0111\u1ed9 c\u1ee7a ch\u1ee7 doanh nghi\u1ec7p là ng\u01b0\u1eddi có m\u1ed9t góc nhìn toàn c\u1ea3nh, th\u1ea5u hi\u1ec3u toàn b\u1ed9 ho\u1ea1t \u0111\u1ed9ng c\u1ee7a doanh nghi\u1ec7p và chu\u1ed7i giá tr\u1ecb, \u0111ó là m\u1ed9t quy\u1ebft \u0111\u1ecbnh mang l\u1ea1i nhi\u1ec1u l\u1ee3i ích, không ch\u1ec9 v\u1ec1 m\u1eb7t th\u01b0\u01a1ng hi\u1ec7u mà còn thúc \u0111\u1ea9y hi\u1ec7u su\u1ea5t c\u1ee7a ng\u01b0\u1eddi lao \u0111\u1ed9ng, gi\u1ea3m chi phí qu\u1ea3n lý…<\/span><\/span><\/div>\n
\t <\/div>\n
\t“Trong 10 n\u0103m \u0111\u1ea7u lâ\u0323p nghi\u1ec7p, ng\u01b0\u1eddi làm marketing gi\u1ecfi nh\u1ea5t \u1edf Sunhouse chính là anh Phú”<\/em>, ông Lê Tùng, Giám \u0111\u1ed1c marketing T\u1eadp \u0111oàn Sunhouse kh\u1eb3ng \u0111\u1ecbnh.<\/span><\/span><\/div>\n
\t <\/div>\n
\tCác lãnh \u0111\u1ea1o c\u1ea5p cao gi\u1edd \u0111ây, bao g\u1ed3m giám \u0111\u1ed1c marketing (CMO) \u0111ang h\u01b0\u1edbng cho mình tr\u1edf thành m\u1ed9t c\u1ed1 v\u1ea5n, m\u1ed9t cánh tay ph\u1ea3i \u0111\u1eafc l\u1ef1c c\u1ee7a t\u1ed5ng giám \u0111\u1ed1c. Nh\u01b0ng \u0111\u1ec3 làm \u0111\u01b0\u1ee3c \u0111i\u1ec1u \u0111ó, nh\u1eefng th\u1ee9 h\u1ecd làm và t\u01b0 duy c\u1ee7a chính b\u1ea3n thân h\u1ecd s\u1ebd ph\u1ea3i v\u01b0\u1ee3t lên vai trò và ch\u1ee9c danh v\u1ed1n có. Nh\u01b0 Giáo s\u01b0 Hermawan Kartajaya, m\u1ed9t trong nh\u1eefng chuyên gia marketing có t\u1ea7m \u1ea3nh h\u01b0\u1edfng nh\u1ea5t hi\u1ec7n nay \u0111ã chia s\u1ebb, hãy làm marketing v\u1edbi tinh th\u1ea7n c\u1ee7a ng\u01b0\u1eddi làm ch\u1ee7 doanh nghi\u1ec7p.<\/span><\/span><\/div>\n
\t <\/div>\n
\t“Marketing không \u0111\u01a1n thu\u1ea7n là bán hàng, marketing ph\u1ea3i có chi\u1ebfn l\u01b0\u1ee3c, ph\u1ea3i t\u1ea1o ra doanh thu b\u1ec1n v\u1eefng, th\u1eafng trong dài h\u01a1i. Marketing là ph\u1ea3i t\u1ea1o s\u1ef1 khác bi\u1ec7t”<\/em>, v\u1ecb giáo s\u01b0 nói trong ch\u01b0\u01a1ng trình Marketing v\u1edbi tinh th\u1ea7n doanh ch\u1ee7 do CSMO t\u1ed5 ch\u1ee9c.<\/span><\/span><\/div>\n
\t <\/div>\n
\tGia nh\u1eadp Sunhouse cách \u0111ây 8 n\u0103m, hi\u1ec7n ông Tùng là Giám \u0111\u1ed1c Chi\u1ebfn l\u01b0\u1ee3c c\u1ee7a Sunhouse Invest kiêm Giám \u0111\u1ed1c Marketing (CMO) c\u1ee7a Sunhouse m\u1ea3ng gia d\u1ee5ng. Ông là ng\u01b0\u1eddi qu\u1ea3n tr\u1ecb t\u1ea5t c\u1ea3 ch\u1ec9 s\u1ed1 liên quan \u0111\u1ebfn t\u1eebng ngành hàng và thành viên t\u1eadp \u0111oàn.<\/span><\/span><\/div>\n
\t <\/div>\n
\t“Vai trò và ch\u1ee9c danh thì ch\u1ec9 làm truy\u1ec1n thông qu\u1ea3ng cáo, v\u1eady làm sao \u0111\u1ec3 tác \u0111\u1ed9ng \u0111\u01b0\u1ee3c \u0111\u1ebfn PNL (lãi l\u1ed7 trong kinh doanh), s\u1ea3n ph\u1ea9m…Làm th\u1ebf nào \u0111\u1ec3 ch\u1ee7 doanh nghi\u1ec7p dám giao chu\u1ed7i giá tr\u1ecb cho ng\u01b0\u1eddi m\u1edbi”<\/em>, ông Tùng \u0111\u1eb7t v\u1ea5n \u0111\u1ec1.<\/span><\/span><\/div>\n
\t <\/div>\n
\t\u0110\u1ec3 marketing có th\u1ec3 tác \u0111\u1ed9ng \u0111\u01b0\u1ee3c \u0111\u1ebfn hàng nghìn s\u1ea3n ph\u1ea9m, chu\u1ed7i cung \u1ee9ng… là c\u1ea3 m\u1ed9t quá trình 8 n\u0103m ông làm và hi\u1ec3u rõ chu\u1ed7i giá tr\u1ecb c\u0169ng nh\u01b0 tác \u0111\u1ed9ng c\u1ee7a marketing vào chu\u1ed7i giá tr\u1ecb c\u1ee7a doanh nghi\u1ec7p. Nh\u01b0 GS. Hermawan Kartajaya \u0111ã nh\u1ea5n m\u1ea1nh, ng\u01b0\u1eddi làm marketing c\u1ea7n th\u1ea5u hi\u1ec3u chính mình, doanh nghi\u1ec7p c\u1ee7a mình và khách hàng \u0111\u1ec3 có th\u1ec3 ch\u1ee9ng minh s\u1ef1 khác bi\u1ec7t c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u trên th\u1ecb tr\u01b0\u1eddng. Th\u1ee9 doanh nghi\u1ec7p bán là s\u1ef1 khác bi\u1ec7t!<\/span><\/span><\/div>\n
\t <\/div>\n
\t\u0110i\u1ec1u quan tr\u1ecdng là ng\u01b0\u1eddi làm marketing dám làm nh\u1eefng th\u1ee9 mà ng\u01b0\u1eddi khác ho\u1eb7c chính b\u1ea3n thân h\u1ecd ngh\u0129 v\u1ec1 marketing. Ch\u1eb3ng h\u1ea1n, làm marketing b\u1eb1ng hàng t\u1ed3n kho, b\u1eb1ng logistics, b\u1eb1ng tài chính… \u0111\u01b0\u1ee3c ông Tùng cho là nh\u1eefng th\u1ee9 h\u1ea5p d\u1eabn. Làm marketing c\u1ea7n ngh\u0129 nh\u01b0 ng\u01b0\u1eddi kh\u1edfi nghi\u1ec7p. Marketing ph\u1ea3i tác \u0111\u1ed9ng \u0111\u1ebfn t\u0103ng tr\u01b0\u1edfng doanh thu và l\u1ee3i nhu\u1eadn hàng ngày, cân b\u1eb1ng y\u1ebfu t\u1ed1 t\u01b0 duy dài h\u1ea1n và ng\u1eafn h\u1ea1n.<\/span><\/span><\/div>\n
\t <\/div>\n
\t\"\"<\/span><\/span><\/div>\n
\t <\/div>\n
\tÔng Lê Tùng, Giám \u0111\u1ed1c marketing T\u1eadp \u0111oàn Sunhouse<\/em><\/span><\/span>
\t <\/div>\n
\tTrong s\u1ed1 4 ch\u1eef C mà GS. Hermawan Kartajaya \u0111ã chia s\u1ebb, v\u1ecb giám \u0111\u1ed1c marketing c\u1ee7a Sunhouse \u0111\u1eb7c bi\u1ec7t coi tr\u1ecdng ch\u1eef Change (qu\u1ea3n tr\u1ecb s\u1ef1 thay \u0111\u1ed5i), bên c\u1ea1nh các y\u1ebfu t\u1ed1 nh\u01b0 khách hàng (customer), công ty (company) và \u0111\u1ed1i th\u1ee7 (competitor).<\/span><\/span><\/div>\n
\t <\/div>\n
\tTrong b\u1ed1i c\u1ea3nh th\u1ebf gi\u1edbi bi\u1ebfn \u0111\u1ed9ng không ng\u1eebng, c\u1ea7n \u1ee9ng d\u1ee5ng các hình thái marketing hi\u1ec7n nay, k\u1ebft h\u1ee3p con ng\u01b0\u1eddi và công ngh\u1ec7 \u0111\u1ec3 gi\u1ea3m thi\u1ec3u tác \u0111\u1ed9ng tiêu c\u1ef1c và qu\u1ea3n lý s\u1ef1 thay \u0111\u1ed5i m\u1ed9t cách nhanh nh\u1ea5t, n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c b\u1ee9c tranh t\u1ed5ng th\u1ec3 và \u0111\u01b0a ra các quy\u1ebft \u0111\u1ecbnh sáng su\u1ed1t nh\u01b0 m\u1ed9t ng\u01b0\u1eddi làm ch\u1ee7.<\/span><\/span><\/div>\n
\t <\/div>\n
\t“Th\u1ecb tr\u01b0\u1eddng không \u0111\u01b0\u1ee3c quy\u1ebft \u0111\u1ecbnh b\u1edfi công ngh\u1ec7 hay chính tr\u1ecb. Th\u1ecb tr\u01b0\u1eddng quy\u1ebft \u0111\u1ecbnh b\u1edfi v\u0103n hóa, xã h\u1ed9i. Do \u0111ó, chúng ta bu\u1ed9c ph\u1ea3i thay \u0111\u1ed5i thói quen. Thay \u0111\u1ed5i thói quen m\u1edbi là ng\u01b0\u1eddi th\u1eafng cu\u1ed9c”<\/em>, v\u1ecb giáo s\u01b0 \u0111\u1ed3ng tác gi\u1ea3 10 cu\u1ed1n sách cùng Philip Kotler nói.<\/span><\/span><\/div>\n
\t <\/div>\n
\tKhi kh\u1edfi nghi\u1ec7p trong lòng T\u1eadp \u0111oàn FPT m\u1ed9t th\u1eadp k\u1ef7 tr\u01b0\u1edbc, \u0111\u1ed9i ng\u0169 FPT Play ph\u1ea3i \u0111\u1ed1 m\u1eb7t v\u1edbi m\u1ed9t s\u1ef1 cân não \u0111\u1ec3 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh l\u1ef1a ch\u1ecdn truy\u1ec1n th\u1ed1ng hay ch\u1ea1y th\u1eb3ng vào công ngh\u1ec7 m\u1edbi. Bà Tô Nam Ph\u01b0\u01a1ng, Phó t\u1ed5ng giám \u0111\u1ed1c FPT Play cho bi\u1ebft, th\u1ecb tr\u01b0\u1eddng lúc \u0111ó ch\u01b0a bi\u1ebft \u0111\u1ebfn các \u1ee9ng d\u1ee5ng m\u1edbi, h\u1ecd có th\u1ec3 gi\u01a1 m\u1eafc áo b\u1eb1ng nhôm lên cao \u0111\u1ec3 b\u1eaft \u0111\u01b0\u1ee3c nhi\u1ec1u kênh mà không s\u1eb5n sàng tr\u1ea3 ti\u1ec1n dù ch\u1ec9 b\u1eb1ng m\u1ed9t bát ph\u1edf \u0111\u1ec3 xem nh\u1eefng th\u1ee9 có b\u1ea3n quy\u1ec1n.<\/span><\/span><\/div>\n
\t <\/div>\n
\t\"\"<\/span><\/span>
\t <\/div>\n
\tBà Tô Nam Ph\u01b0\u01a1ng, Phó t\u1ed5ng giám \u0111\u1ed1c FPT Play<\/em><\/span><\/span>
\t <\/div>\n
\tB\u1ed9 gen c\u1ee7a ng\u01b0\u1eddi FPT s\u1eb5n có – ch\u1ea5p nh\u1eadn s\u1ef1 \u0111\u1ed5i m\u1edbi và s\u1eb5n sàng \u0111\u1ed5i m\u1edbi- \u0111ã thúc \u0111\u1ea9y h\u1ecd làm nh\u1eefng th\u1ee9 khác bi\u1ec7t, song song v\u1edbi t\u1eadn d\u1ee5ng nh\u1eefng th\u1ebf m\u1ea1nh s\u1eb5n có v\u1ec1 qu\u1ea3n tr\u1ecb s\u1ea3n ph\u1ea9m và qu\u1ea3n tr\u1ecb ng\u01b0\u1eddi dùng. H\u1ecd áp d\u1ee5ng công ngh\u1ec7 \u0111\u1ec3 mang l\u1ea1i tr\u1ea3i nghi\u1ec7m cho khách hàng và r\u1ed3i \u0111\u1ea9y thành thông \u0111i\u1ec7p c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u.<\/span><\/span><\/div>\n
\t <\/div>\n
\t“B\u1ea5t c\u1ee9 giai \u0111o\u1ea1n nào và b\u1ea5t c\u1ee9 thành viên nào trong doanh nghi\u1ec7p c\u0169ng \u0111\u1ec1u \u0111\u01b0\u1ee3c khuy\u1ebfn khích và ch\u1ea5p nh\u1eadn s\u1ef1 sáng t\u1ea1o và thay \u0111\u1ed5i. T\u01b0\u01a1ng lai marketing \u0111\u01b0\u1ee3c quy\u1ebft \u0111\u1ecbnh b\u1edfi nh\u1eefng ng\u01b0\u1eddi tr\u1ebb sáng t\u1ea1o và dám làm”<\/em>, bà Ph\u01b0\u01a1ng chia s\u1ebb.<\/span><\/span><\/div>\n
\t <\/div>\n
\tNói v\u1ec1 vi\u1ec7c làm marketing v\u1edbi tinh th\u1ea7n doanh ch\u1ee7, GS. Hermawan Kartajaya c\u0169ng nh\u1ea5n m\u1ea1nh t\u1ea7m quan tr\u1ecdng c\u1ee7a tinh th\u1ea7n h\u1ee3p tác: “\u0110\u1eebng bao gi\u1edd t\u1ea1o ra k\u1ebb thù cho dù ta có ghét h\u1ecd bao nhiêu \u0111i n\u1eefa”<\/em>, hay “\u0111\u1eebng bao gi\u1edd \u0103n tr\u01b0a m\u1ed9t mình vì có th\u1ec3 s\u1ebd m\u1ea5t \u0111i nhi\u1ec1u c\u01a1 h\u1ed9i”<\/em>.<\/p>\n

\tNgu\u1ed3n: The Leader<\/em><\/span><\/span><\/div>\n","protected":false},"excerpt":{"rendered":"

Ng\u01b0\u1eddi làm marketing gi\u1ecfi là ng\u01b0\u1eddi \u0111\u1eb7t mình vào v\u1ecb trí và tâm th\u1ebf c\u1ee7a ng\u01b0\u1eddi làm ch\u1ee7 doanh nghi\u1ec7p, ngh\u0129 nh\u01b0 ng\u01b0\u1eddi kh\u1edfi nghi\u1ec7p \u0111\u1ed3ng th\u1eddi \u0111\u1ed9i các “m\u0169” c\u1ee7a nh\u1eefng phòng ban khác \u0111\u1ec3 có th\u1ec3 qu\u1ea3n tr\u1ecb s\u1ef1 thay \u0111\u1ed5i và n\u1eafm \u0111\u01b0\u1ee3c câu chuy\u1ec7n c\u1ee7a toàn chu\u1ed7i giá tr\u1ecb. GS. Hermawan …<\/p>\n","protected":false},"author":1,"featured_media":1930,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[3],"tags":[],"class_list":["post-1929","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cafe-doanh-nhan-e253"],"yoast_head":"\nL\u00e0m marketing v\u1edbi tinh th\u1ea7n doanh ch\u1ee7 - FPT Education<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fsb.edu.vn\/lam-marketing-voi-tinh-than-doanh-chu-s22811111517.html\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"L\u00e0m marketing v\u1edbi tinh th\u1ea7n doanh ch\u1ee7 - FPT Education\" \/>\n<meta property=\"og:description\" content=\"Ng\u01b0\u1eddi làm marketing gi\u1ecfi là ng\u01b0\u1eddi \u0111\u1eb7t mình vào v\u1ecb trí và tâm th\u1ebf c\u1ee7a ng\u01b0\u1eddi làm ch\u1ee7 doanh nghi\u1ec7p, ngh\u0129 nh\u01b0 ng\u01b0\u1eddi kh\u1edfi nghi\u1ec7p \u0111\u1ed3ng th\u1eddi \u0111\u1ed9i các “m\u0169” c\u1ee7a nh\u1eefng phòng ban khác \u0111\u1ec3 có th\u1ec3 qu\u1ea3n tr\u1ecb s\u1ef1 thay \u0111\u1ed5i và n\u1eafm \u0111\u01b0\u1ee3c câu chuy\u1ec7n c\u1ee7a toàn chu\u1ed7i giá tr\u1ecb. GS. 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