MỤC LỤC
Sự khác nhau giữa chiến lược Marketing không phân biệt & Marketing phân biệt
Hoạt động marketing của doanh nghiệp
Marketing là gì
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R: Research nghĩa là nghiên cứu thông tin ( sản phẩm, khách hàng, thị trường…)
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STP : Segmentation. Target, Positioning là Phân khúc, chọn thị trường mục tiêu, định vị thương hiệu.
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MM: Marketing – mix là Xây dựng chiến lược marketing – mix.
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I :Implementation là Triển khai thực hiện chiến lược marketing.
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C : Control là Kiểm tra, đánh giá chiến lược marketing.
Thị trường mục tiêu và phân khúc
- Thị trường mục tiêu là một nhóm người tiêu dùng có nhu cầu về sản phẩm hoặc dịch vụ của bạn. Nó đóng vai trò là điểm khởi động cho việc phát triển chiến lược marketing.
- Phân khúc thị trường mục tiêu là việc phân chia thị trường thành các nhóm có chung các đặc điểm nhân khẩu học, tâm lý học hoặc các đặc điểm chung khác. Mỗi phân khúc có nhu cầu và hành vi mua hàng riêng biệt.
4 Ps của Marketing Mix
Marketing Mix gồm 4P: sản phẩm, giá cả, phân phối và chiêu thị.
- Sản phẩm không chỉ là hàng hóa hoặc dịch vụ bạn bán mà còn là những đặc điểm khiến chúng trở nên thu hút đối với người tiêu dùng, chẳng hạn như thiết kế và bao bì.
- Giá xem xét giá niêm yết cũng như chiết khấu, tài chính và các lựa chọn, chẳng hạn như cho thuê, theo QuickMBA.
- Phân phối – vị trí nơi sản phẩm của bạn sẽ được bán và quy trình bạn sử dụng để đưa chúng đến đó.
- Chiêu thị là truyền tải những lợi ích và tính năng của sản phẩm của bạn tới người tiêu dùng thông qua quảng cáo và quan hệ công chúng cũng như các phương tiện truyền thông mà bạn sử dụng để thực hiện chúng.
Trung tâm của hỗn hợp marketing là thị trường mục tiêu. Mỗi phần của hỗn hợp được tối ưu hóa để tạo phản hồi từ mục tiêu.
Sự khác nhau giữa chiến lược Marketing không phân biệt & Marketing phân biệt
Chiến lược Marketing phân biệt
Chiến lược Marketing phân biệt là gì
Chiến lược marketing phân biệt là một cách tiếp cận tiếp thị mục tiêu. Trong đó, hoạt động marketing hướng đến nhiều phân khúc thị trường khá nhau. Và ở mỗi phân khúc, các nhà marketing sẽ tiến hành xây dựng một chiến lược Marketing riêng. Chiến lược này dành cho những doanh nghiệp tin tưởng rằng, sản phẩm/ dịch vụ của họ có thể đem lại lợi ích tại nhiều thị trường mục tiêu khác nhau.
Ưu điểm
Với việc phát triển nhiều loại sản phẩm thì chiến lược Marketing phân biệt giúp doanh nghiệp có thể phát triển sản phẩm đa dạng hơn. Từ đó, đáp ứng được nhu cầu của khách hàng. Ngoài ra, giúp doanh nghiệp có thể thâm nhập sâu hơn vào các phân đoạn thị trường khác nhau.
Nhược điểm
Nhược điểm chính của chiến lược marketing phân biệt là chi phí cao hơn để sản xuất các sản phẩm khác nhau hoặc marketing với các thông điệp khác nhau cho từng phân khúc. Các nhà xuất bản phương Tây chỉ ra rằng các công ty lớn hơn được trang bị nhiều hơn để sử dụng sự khác biệt vì họ có nhiều khả năng có đủ khối lượng trên mỗi thị trường để bù đắp chi phí. Mặt khác, các công ty nhỏ hơn thường không có ngân sách để sử dụng thành công các chiến lược marketing phân biệt và thay vào đó phải dựa vào các chiến lược marketing không phân biệt.
Chiến lược Marketing không phân biệt
Chiến lược Marketing không phân biệt là gì
Chiến lược Marketing không phân biệt là một chiến dịch marketing tổng thể bỏ qua sự khác nhau giữa các phân khúc thị trường và chỉ bán một mặt hàng dành cho tất cả mọi người. Đây là hình thức marketing mà hàng hóa được bán thông qua sự thuyết phục hướng tới số lượng lớn khách hàng.
Cùng Ngáo đến với ví dụ “Marketing,” của William M. Pride và OC Ferrell, đưa ra các mặt hàng cho biết đường và muối là những ví dụ về các sản phẩm có thể được marketing một cách hiệu quả thông qua chiến lược không phân biệt, vì nhiều người tiêu dùng trên thị trường nói chung có nhu cầu tương tự đối với sản phẩm.
Ưu điểm
Tiết kiệm chi phí Marketing. Bằng việc sử dụng một sản phẩm và khai thác tối đa hóa những chiến lược phân phối thì có thể giúp doanh nghiệp tiếp cận được lượng khách hàng rất lớn với chi phí thấp.
Nhược điểm
Với việc phân phối đại trà như vậy sẽ khiến cho doanh nghiệp khó xây dựng được thương hiệu khác biệt trong tâm trí khách hàng. Ngoài ra, doanh nghiệp sẽ gặp khó khăn trong công tác quản lý qui mô và những vấn đề về việc xuất hiện những sản phẩm tương tự trên thị trường rất khó kiểm soát.
Cách xây dựng chiến lược Marketing hiệu quả
Nếu như marketing là quá trình thỏa mãn nhu cầu khách hàng để đạt được mục tiêu doanh nghiệp thì Marketer khi xây dựng bất kỳ chiến lược marketing luôn luôn đặt ra những câu hỏi:
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Khách hàng muốn nhận được gì từ sản phẩm hay dịch vụ của bạn?
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Bạn đã xác định đúng khách hàng mục tiêu chưa?
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Lợi ích nào chỉ có duy nhất trong sản phẩm và dịch vụ của bạn mà khách hàng không thể tìm kiếm được ở nơi khác.
Xác định mục đích của chiến lược Marketing đối với doanh nghiệp
- Coordinate (Phối hợp)
- Concentrate ( Tập trung)
- Communicate ( Truyền thông )
Các thành phần của một chiến lược Marketing
Một chiến lược Marketing hiệu quả thì không thể thiếu những thành phần sau:
Thị trường mục tiêu
Nhóm khách hàng mục tiêu là tiêu điểm của mọi chiến lược Marketing
Mục tiêu kinh doanh
Lý do mà bạn kinh doanh. Thường được thể hiện dưới dạng các kết quả tài chính như doanh thu, lợi nhuận hay dòng tiền, thị phần…
Định vị
Một hoặc hai lợi ích chính mà sản phẩm đem lại sẽ được chọn làm định vị cho chiến lược marketing. Việc định vị đúng cho sản phẩm giúp cho cả quá trình marketing được mix với nhau.
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