Theo Philip Kotler: \u201cMarketing l\u00e0 m\u1ed9t d\u1ea1ng ho\u1ea1t \u0111\u1ed9ng c\u1ee7a con ng\u01b0\u1eddi nh\u1eb1m tho\u1ea3 m\u00e3n nh\u1eefng nhu c\u1ea7u v\u00e0 mong mu\u1ed1n c\u1ee7a h\u1ecd th\u00f4ng qua trao \u0111\u1ed5i. Marketing l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh qu\u1ea3n l\u00fd mang t\u00ednh x\u00e3 h\u1ed9i, nh\u1edd n\u00f3 m\u00e0 c\u00e1c c\u00e1 nh\u00e2n v\u00e0 c\u00e1c nh\u00f3m ng\u01b0\u1eddi kh\u00e1c nhau nh\u1eadn \u0111\u01b0\u1ee3c c\u00e1i m\u00e0 h\u1ecd c\u1ea7n v\u00e0 mong mu\u1ed1n th\u00f4ng qua vi\u1ec7c t\u1ea1o ra, cung c\u1ea5p v\u00e0 trao \u0111\u1ed5i c\u00e1c s\u1ea3n ph\u1ea9m c\u00f3 gi\u00e1 tr\u1ecb v\u1edbi nh\u1eefng ng\u01b0\u1eddi kh\u00e1c\u201d.
Kinh doanh d\u01b0\u1ee3c ph\u1ea9m \u0111\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a l\u00e0 m\u1ed9t qu\u00e1 tr\u00ecnh qu\u1ea3n l\u00fd s\u1ea3n xu\u1ea5t v\u00e0 ph\u00e2n ph\u1ed1i c\u00f9ng v\u1edbi ho\u1ea1t \u0111\u1ed9ng ti\u1ebfp th\u1ecb th\u00f4ng qua vi\u1ec7c b\u00e1n h\u00e0ng v\u00e0 khuy\u1ebfn m\u1ea1i gi\u1eefa c\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t v\u00e0 nh\u00e0 ph\u00e2n ph\u1ed1i \u0111\u1ec3 y\u00eau c\u1ea7u k\u00ea \u0111\u01a1n, mua, cung c\u1ea5p v\u00e0 s\u1eed d\u1ee5ng thu\u1ed1c ch\u1eefa b\u1ec7nh. D\u1ef1a tr\u00ean c\u01a1 s\u1edf \u0111\u1ecbnh ngh\u0129a chung v\u1ec1 Marketing \u1edf tr\u00ean, Marketing d\u01b0\u1ee3c ph\u1ea9m (Pharmaceutical marketing) \u0111\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a l\u00e0 vi\u1ec7c s\u1eed d\u1ee5ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing truy\u1ec1n th\u1ed1ng v\u00e0 hi\u1ec7n \u0111\u1ea1i \u0111\u1ec3 thu h\u00fat b\u1ec7nh nh\u00e2n m\u1edbi, th\u1ecfa m\u00e3n nhu c\u1ea7u c\u1ee7a b\u1ec7nh nh\u00e2n, ph\u1ee5c v\u1ee5 ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe c\u1ed9ng \u0111\u1ed3ng v\u00e0 n\u00e2ng cao nh\u1eadn th\u1ee9c v\u1ec1 m\u1ed9t lo\u1ea1i thu\u1ed1c ho\u1eb7c k\u1ebf ho\u1ea1ch \u0111i\u1ec1u tr\u1ecb c\u1ee5 th\u1ec3.
Marketing d\u01b0\u1ee3c ph\u1ea3i l\u00e0 s\u1ef1 k\u1ebft h\u1ee3p gi\u1eefa t\u01b0 duy marketing v\u00e0 l\u0129nh v\u1ef1c thu\u1ed1c, d\u01b0\u1ee3c ph\u1ea9m \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c m\u1ed9t chi\u1ebfn l\u01b0\u1ee3c qu\u1ea3ng c\u00e1o, truy\u1ec1n th\u00f4ng ph\u00f9 h\u1ee3p, ph\u00e1t tri\u1ec3n l\u00e2u d\u00e0i v\u00e0 b\u1ec1n v\u1eefng. Ngo\u00e0i ra, nh\u1eefng th\u00f4ng tin khi qu\u1ea3ng c\u00e1o, marketing c\u0169ng \u0111\u00f2i h\u00f2i \u0111\u1ed9 ch\u00ednh x\u00e1c cao, t\u00ednh khoa h\u1ecdc, \u0111\u00fang \u0111\u1eafn nh\u1eb1m mang \u0111\u1ebfn nh\u1eefng s\u1ea3n ph\u1ea9m thu\u1ed1c, d\u01b0\u1ee3c ph\u1ea9m an to\u00e0n v\u00e0 hi\u1ec7u qu\u1ea3 cho ng\u01b0\u1eddi s\u1eed d\u1ee5ng. C\u00f9ng v\u1edbi \u0111\u00f3 l\u00e0 s\u1ef1 kh\u00e9o l\u00e9o, linh ho\u1ea1t, t\u1ea1o s\u1ef1 thu h\u00fat t\u1ed1t nh\u1eb1m qu\u1ea3ng b\u00e1, marketing \u0111\u01b0\u1ee3c nhi\u1ec1u ng\u01b0\u1eddi bi\u1ebft \u0111\u1ebfn v\u00e0 quan t\u00e2m nhi\u1ec1u h\u01a1n.<\/p>\n\n\n\n
2. C\u00e1c \u0111\u1eb7c \u0111i\u1ec3m l\u00e0m Marketing d\u01b0\u1ee3c ph\u1ea9m kh\u00e1c bi\u1ec7t so v\u1edbi c\u00e1c ng\u00e0nh kh\u00e1c:<\/strong>
2.1. M\u1ee5c ti\u00eau (targeting) trong Marketing d\u01b0\u1ee3c:<\/strong><\/h3>\n\n\n\nKh\u00e1c v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m h\u00e0ng ti\u00eau d\u00f9ng th\u01b0\u1eddng \u0111\u1eb7t m\u1ee5c ti\u00eau kinh t\u1ebf, t\u1ed1i \u0111a h\u00f3a l\u1ee3i nhu\u00e2n l\u00ean h\u00e0ng \u0111\u1ea7u, Marketing d\u01b0\u1ee3c h\u01b0\u1edbng \u0111\u1ebfn 02 m\u1ee5c ti\u00eau c\u01a1 b\u1ea3n, lu\u00f4n \u0111i song h\u00e0nh v\u00e0 b\u1ed5 tr\u1ee3 nhau:<\/p>\n\n\n\n
M\u1ee5c ti\u00eau s\u1ee9c kh\u1ecfe: Doanh nghi\u1ec7p ph\u1ea3i cung c\u1ea5p thu\u1ed1c \u0111\u1ea3m b\u1ea3o ch\u1ea5t l\u01b0\u1ee3ng, hi\u1ec7u qu\u1ea3 v\u00e0 an to\u00e0n cho ng\u01b0\u1eddi d\u00f9ng, ngh\u0129a l\u00e0 ph\u1ea3i mang \u0111\u1ebfn nh\u1eefng gi\u00e1 tr\u1ecb \u0111\u00edch th\u1ef1c v\u00e0 h\u1eefu hi\u1ec7u cho s\u1ee9c kh\u1ecfe c\u1ed9ng \u0111\u1ed3ng.<\/p>\n\n\n\n
M\u1ee5c ti\u00eau v\u1ec1 kinh t\u1ebf: Vi\u1ec7c s\u1ea3n xu\u1ea5t kinh doanh ph\u1ea3i \u0111\u1ea1t hi\u1ec7u qu\u1ea3 th\u00ec m\u1edbi c\u00f3 th\u1ec3 t\u1ed3n t\u1ea1i v\u00e0 ph\u00e1t tri\u1ec3n b\u1ec1n v\u1eefng. M\u1ee5c ti\u00eau kinh t\u1ebf l\u00e0 m\u1ee5c ti\u00eau quan tr\u1ecdng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn s\u1ef1 s\u1ed1ng c\u00f2n c\u1ee7a doanh nghi\u1ec7p. Marketing d\u01b0\u1ee3c ph\u1ea3i h\u01b0\u1edbng \u0111\u1ebfn \u0111\u1ea1t \u0111\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 kinh t\u1ebf cao, mang l\u1ea1i doanh thu l\u1edbn \u0111\u1ec3 c\u00f3 th\u1ec3 \u0111\u00f3ng g\u00f3p cho x\u00e3 h\u1ed9i.<\/p>\n\n\n\n
2.2. S\u1ea3n ph\u1ea9m (product) trong Marketing d\u01b0\u1ee3c – S\u1ef1 gi\u1edbi h\u1ea1n v\u1ec1 m\u1eb7t ph\u00e1p l\u00fd v\u00e0 \u0111\u1ea1o \u0111\u1ee9c<\/strong><\/h3>\n\n\n\nMarketing D\u01b0\u1ee3c c\u0169ng c\u00f3 h\u00ecnh th\u1ee9c t\u01b0\u01a1ng t\u1ef1 nh\u01b0 c\u00e1c marketing kh\u00e1c, ch\u1ec9 kh\u00e1c v\u1ec1 s\u1ea3n ph\u1ea9m. \u0110\u00f3 l\u00e0 vi\u1ec7c qu\u1ea3ng c\u00e1o nh\u1eefng lo\u1ea1i thu\u1ed1c, th\u1ef1c ph\u1ea9m ch\u1ee9c n\u0103ng, hay c\u00e1c m\u1eb7t h\u00e0ng li\u00ean quan nh\u1eb1m th\u1ecfa m\u00e3n nhu c\u1ea7u ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe c\u1ee7a con ng\u01b0\u1eddi. M\u1ed9t trong nh\u1eefng nguy\u00ean t\u1eafc D\u01b0\u1ee3c kh\u00f4ng th\u1ec3 thi\u1ebfu l\u00e0 b\u00e1n \u0111\u00fang lo\u1ea1i, \u0111\u00fang ng\u01b0\u1eddi, \u0111\u00fang gi\u00e1.
\u0110\u1ed1i t\u01b0\u1ee3ng c\u1ee7a marketing d\u01b0\u1ee3c l\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m thu\u1ed1c ch\u1eefa b\u1ec7nh, c\u00e1c s\u1ea3n ph\u1ea9m li\u00ean quan ho\u1eb7c c\u00e1c s\u1ea3n ph\u1ea9m h\u1ed7 tr\u1ee3 s\u1ee9c kh\u1ecfe, th\u1ef1c ph\u1ea9m ch\u1ee9c n\u0103ng. Do c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u1eb7c th\u00f9 n\u00e0y c\u00f3 \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn s\u1ee9c kh\u1ecfe ng\u01b0\u1eddi d\u00f9ng n\u00ean nhi\u1ec1u qu\u1ed1c gia trong \u0111\u00f3 c\u00f3 Vi\u1ec7t Nam \u0111\u00e3 \u00e1p d\u1ee5ng c\u00e1c bi\u1ec7n ph\u00e1p h\u1ea1n ch\u1ebf qu\u1ea3ng c\u00e1o c\u1ee7a c\u00e1c c\u00f4ng cty d\u01b0\u1ee3c ph\u1ea9m. V\u00e0 c\u0169ng b\u1edfi ch\u00ednh s\u1ef1 \u0111\u1eb7c th\u00f9 n\u00e0y m\u00e0 t\u01b0 duy, h\u00ecnh th\u1ee9c c\u00f9ng nh\u1eefng k\u1ef9 n\u0103ng marketing trong l\u0129nh v\u1ef1c n\u00e0y c\u0169ng c\u00f3 s\u1ef1 kh\u00e1c bi\u1ec7t do c\u00f3 li\u00ean quan \u0111\u1ebfn s\u1ee9c kh\u1ecfe ng\u01b0\u1eddi ti\u00eau d\u00f9ng. S\u1ef1 gi\u1edbi h\u1ea1n n\u00e0y kh\u00f4ng ch\u1ec9 d\u1eebng l\u1ea1i \u1edf gi\u1edbi h\u1ea1n ph\u00e1p l\u00fd do c\u00f3 nhi\u1ec1u b\u1ed9 lu\u1eadt quy \u0111\u1ecbnh nghi\u00eam ng\u1eb7t v\u1ec1 qu\u1ea3ng c\u00e1o d\u01b0\u1ee3c ph\u1ea9m m\u00e0 c\u00f2n \u1edf m\u1eb7t \u0111\u1ea1o \u0111\u1ee9c trong qu\u1ea3n c\u00e1o. M\u1ed9t th\u00f4ng tin qu\u1ea3ng c\u00e1o \u201cqu\u00e1 \u0111\u00e0\u201d ho\u1eb7c kh\u00f4ng ch\u00ednh x\u00e1c c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn s\u1ef1 hi\u1ec3u l\u1ea7m trong d\u00e2n ch\u00fang v\u00e0 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn s\u1ee9c kh\u1ecfe c\u1ee7a h\u1ecd.<\/p>\n\n\n\n
![\"\"](\"https:\/\/asprou.com\/wp-content\/uploads\/2022\/08\/image-11.png\")
Qu\u1ea3ng c\u00e1o th\u00f4ng tin tr\u1ecb kh\u1ecfi ho\u00e0n to\u00e0n vi\u00eam kh\u1edbp kh\u00f4ng ch\u00ednh x\u00e1c d\u1eabn \u0111\u1ebfn hi\u1ec3u l\u1ea7m \u1edf c\u00e1c b\u1ec7nh nh\u00e2n thi\u1ebfu hi\u1ec3u bi\u1ebft v\u1ec1 b\u1ec7nh.<\/figcaption><\/figure><\/div>\n\n\n\n2.3. S\u1ef1 trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m:<\/strong><\/h3>\n\n\n\nKh\u00e1c v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m h\u00e0ng ti\u00eau d\u00f9ng, ng\u01b0\u1eddi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m d\u01b0\u1ee3c v\u00e0 li\u00ean quan t\u1edbi d\u01b0\u1ee3c th\u01b0\u1eddng c\u00f3 s\u1ef1 trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. N\u1ebfu s\u1ea3n ph\u1ea9m ti\u00eau d\u00f9ng d\u1ec5 b\u1ecb ng\u01b0\u1eddi ti\u00eau d\u00f9ng thay th\u1ebf trong m\u1ed9t s\u1ed1 tr\u01b0\u1eddng h\u1ee3p (V\u00ed d\u1ee5 kh\u00e1ch h\u00e0ng mua d\u1ea7u g\u1ed9i n\u1ebfu h\u1ebft d\u1ea7u g\u1ed9i th\u01b0\u01a1ng hi\u1ec7u A s\u1ebd s\u1eb5n s\u00e0ng thay th\u1ebf ngay b\u1eb1ng th\u01b0\u01a1ng hi\u1ec7u d\u1ea7u g\u1ed9i B), c\u00e1c b\u1ec7nh nh\u00e2n th\u01b0\u1eddng c\u00f3 t\u00e2m l\u00fd ph\u1ea3i s\u1eed d\u1ee5ng \u0111\u00fang th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng d\u00f9ng m\u1edbi c\u00f3 hi\u1ec7u qu\u1ea3. M\u00e0 t\u00e2m l\u00fd b\u1ec7nh nh\u00e2n c\u0169ng l\u00e0 m\u1ed9t trong nh\u1eefng y\u1ebfu t\u1ed1 quan tr\u1ecdng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn hi\u1ec7u qu\u1ea3 \u0111i\u1ec1u tr\u1ecb. V\u1eady n\u00ean vi\u1ec7c l\u00e0m Marketing th\u01b0\u01a1ng hi\u1ec7u (branding) th\u01b0\u1eddng r\u1ea5t \u0111\u01b0\u1ee3c c\u00e1c doanh nghi\u1ec7p d\u01b0\u1ee3c ch\u00fa tr\u1ecdng. Ng\u01b0\u1ee3c l\u1ea1i, Marketing s\u1ea3n ph\u1ea9m th\u00fac \u0111\u1ea9y doanh s\u1ed1 (khuy\u1ebfn m\u00e3i, chi\u1ebft kh\u1ea9u, t\u1eb7ng qu\u00e0\u2026) th\u01b0\u1eddng ch\u1ec9 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng cho c\u00e1c chi\u1ebfn d\u1ecbch B2B (Bussiness to Bussiness) nh\u01b0 l\u00e0 c\u00e1c c\u00f4ng ty ph\u00e2n ph\u1ed1i, \u0111\u1ea1i l\u00fd, nh\u00e0 thu\u1ed1c\u2026<\/p>\n\n\n\n
2.4. \u0110\u1ed9 nh\u1ea1y c\u1ea3m v\u1ec1 gi\u00e1<\/strong><\/h3>\n\n\n\nB\u1ea1n l\u00e0 sinh vi\u00ean \u0111i ch\u1ee3 v\u00e0 d\u1ef1 \u0111\u1ecbnh mua th\u1ecbt l\u1ee3n, nh\u01b0ng h\u00f4m nay b\u1ed7ng nhi\u00ean gi\u00e1 th\u1ecbt l\u1ee3n \u0111\u1ed9t ng\u1ed9t t\u0103ng trong khi gi\u00e1 th\u1ecbt g\u00e0 v\u1ed1n \u0111\u00e3 r\u1ebb h\u01a1n th\u1ecbt l\u1ee3n nay c\u00f2n gi\u1ea3m gi\u00e1 kh\u00e1 nhi\u1ec1u, ch\u1eafc h\u1eb3n b\u1ea1n s\u1ebd l\u1eadp t\u1ee9c ph\u00e2n v\u00e2n gi\u1eefa vi\u1ec7c ti\u1ebfp t\u1ee5c mua th\u1ecbt l\u1ee3n hay l\u00e0 chuy\u1ec3n sang th\u1ecbt g\u00e0 \u0111\u1ec3 ti\u1ebft ki\u1ec7m chi ph\u00ed. Nh\u01b0ng trong c\u00e1c s\u1ea3n ph\u1ea9m ng\u00e0nh d\u01b0\u1ee3c th\u00ec kh\u00e1c, tr\u1eeb tr\u01b0\u1eddng h\u1ee3p b\u1ea5t kh\u1ea3 kh\u00e1ng, \u0111a s\u1ed1 kh\u00e1ch h\u00e0ng th\u01b0\u1eddng mu\u1ed1n ch\u1ecdn s\u1ea3n ph\u1ea9m t\u1ed1t, \u0111\u1eaft ti\u1ec1n, c\u00f3 danh ti\u1ebfng ho\u1eb7c \u0111\u00e3 s\u1eed d\u1ee5ng l\u00e2u d\u00e0i tr\u01b0\u1edbc \u0111\u00f3 (nh\u01b0 \u0111\u00e3 ph\u00e2n t\u00edch \u1edf m\u1ee5c 2.3) v\u1edbi hi v\u1ecdng nhanh h\u1ebft b\u1ec7nh ho\u1eb7c \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c \u0111\u00edch s\u1ee9c kh\u1ecfe n\u00e0o \u0111\u00f3. Do \u0111\u00f3 c\u00e1c s\u1ea3n ph\u1ea9m trong ng\u00e0nh d\u01b0\u1ee3c kh\u00f4ng b\u1ecb nh\u1ea1y c\u1ea3m v\u1ec1 gi\u00e1 nh\u01b0 s\u1ea3n ph\u1ea9m h\u00e0ng ti\u00eau d\u00f9ng. N\u1ebfu s\u1ea3n ph\u1ea9m d\u01b0\u1ee3c \u0111ang s\u1eed d\u1ee5ng c\u00f3 s\u1ef1 thay \u0111\u1ed5i v\u1ec1 gi\u00e1, kh\u00e1ch h\u00e0ng c\u0169ng kh\u00f4ng d\u1ec5 c\u00e2n nh\u1eafc chuy\u1ec3n sang th\u01b0\u01a1ng hi\u1ec7u thay th\u1ebf kh\u00e1c nh\u01b0 ng\u00e0nh h\u00e0ng ti\u00eau d\u00f9ng.<\/p>\n\n\n\n
2.5. Kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau<\/strong><\/h3>\n\n\n\nN\u1ebfu th\u1ecb tr\u01b0\u1eddng h\u00e0ng ti\u00eau d\u00f9ng th\u01b0\u1eddng h\u01b0\u1edbng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 ng\u01b0\u1eddi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m, th\u1ecb tr\u01b0\u1eddng ng\u00e0nh d\u01b0\u1ee3c l\u1ea1i h\u01b0\u1edbng \u0111\u1ebfn c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng ra quy\u1ebft \u0111\u1ecbnh s\u1eed d\u1ee5ng thu\u1ed1c l\u00e0 ch\u1ee7 y\u1ebfu. Trong ng\u00e0nh d\u01b0\u1ee3c, ng\u01b0\u1eddi s\u1eed d\u1ee5ng th\u01b0\u1eddng kh\u00f4ng \u0111\u1ee7 ki\u1ebfn th\u1ee9c \u0111\u1ec3 ph\u00e2n t\u00edch \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m n\u00e0o l\u00e0 t\u1ed1t nh\u1ea5t cho b\u1ea3n th\u00e2n m\u00e0 ng\u01b0\u1eddi quy\u1ebft \u0111\u1ecbnh l\u00e0 c\u00e1c nh\u00e2n vi\u00ean \u00fd t\u1ebf l\u00e0 ch\u1ee7 y\u1ebfu. Do \u0111\u00f3 Marketing d\u01b0\u1ee3c ph\u1ea9m th\u01b0\u1eddng h\u01b0\u1edbng t\u1edbi c\u00e1c b\u00e1c s\u0129 v\u00e0 nh\u00e2n vi\u00ean y t\u1ebf kh\u00e1c (th\u1ecb ph\u1ea7n l\u1edbn nh\u1ea5t tr\u00ean th\u1ecb tr\u01b0\u1eddng) ho\u1eb7c h\u01b0\u1edbng t\u1edbi vi\u1ec7c b\u00e1n tr\u1ef1c ti\u1ebfp cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng (\u0111\u1ed1i v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m OTC).<\/p>\n\n\n\n
2.6. Chi ph\u00ed cho nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n<\/strong><\/h3>\n\n\n\nMarketing chuy\u00ean ng\u00e0nh D\u01b0\u1ee3c th\u1ef1c ch\u1ea5t l\u00e0 s\u1ef1 k\u1ebft h\u1ee3p gi\u1eefa marketing c\u0103n b\u1ea3n v\u00e0 ki\u1ebfn th\u1ee9c chuy\u00ean ng\u00e0nh D\u01b0\u1ee3c, c\u00e1c nh\u00e0 Marketing D\u01b0\u1ee3c chuy\u00ean nghi\u1ec7p v\u1eadn d\u1ee5ng nh\u1eefng c\u00f4ng c\u1ee5 trong Marketing \u0111\u1ec3 \u0111\u01b0a ra chi\u1ebfn l\u01b0\u1ee3c v\u00e0 k\u1ebf ho\u1ea1ch marketing ph\u00f9 h\u1ee3p. V\u00e0 t\u1ea5t nhi\u00ean trong m\u1ed7i ng\u00e0nh ngh\u1ec1 s\u1ebd c\u00f3 nh\u1eefng quy \u0111\u1ecbnh ri\u00eang \u0111\u1ec3 duy tr\u00ec v\u00e0 ph\u00e1t tri\u1ec3n. C\u0169ng ch\u00ednh v\u00ec l\u1ebd \u0111\u00f3 m\u00e0 Marketing D\u01b0\u1ee3c c\u00f3 chi ph\u00ed cao h\u01a1n, ng\u01b0\u1eddi l\u00e0m ngh\u1ec1 c\u0169ng \u0111\u1ea1t tr\u00ecnh \u0111\u1ed9 cao, chuy\u00ean nghi\u1ec7p h\u01a1n \u0111\u1ec3 nh\u1eafm v\u00e0o c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1c nhau.<\/p>\n\n\n\n
B\u1ed9 m\u00f4n Qu\u1ea3n l\u00fd D\u01b0\u1ee3c<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"Ng\u00e0nh c\u00f4ng nghi\u1ec7p d\u01b0\u1ee3c ph\u1ea9m \u0111\u00f3ng m\u1ed9t vai tr\u00f2 quan tr\u1ecdng trong qu\u00e1 tr\u00ecnh kh\u00e1m ph\u00e1, nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t […]<\/p>\n","protected":false},"author":82,"featured_media":61863,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":""},"categories":[1796,2267],"tags":[],"yoast_head":"\n
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Marketing D\u01b0\u1ee3c c\u0169ng c\u00f3 h\u00ecnh th\u1ee9c t\u01b0\u01a1ng t\u1ef1 nh\u01b0 c\u00e1c marketing kh\u00e1c, ch\u1ec9 kh\u00e1c v\u1ec1 s\u1ea3n ph\u1ea9m. \u0110\u00f3 l\u00e0 vi\u1ec7c qu\u1ea3ng c\u00e1o nh\u1eefng lo\u1ea1i thu\u1ed1c, th\u1ef1c ph\u1ea9m ch\u1ee9c n\u0103ng, hay c\u00e1c m\u1eb7t h\u00e0ng li\u00ean quan nh\u1eb1m th\u1ecfa m\u00e3n nhu c\u1ea7u ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe c\u1ee7a con ng\u01b0\u1eddi. M\u1ed9t trong nh\u1eefng nguy\u00ean t\u1eafc D\u01b0\u1ee3c kh\u00f4ng th\u1ec3 thi\u1ebfu l\u00e0 b\u00e1n \u0111\u00fang lo\u1ea1i, \u0111\u00fang ng\u01b0\u1eddi, \u0111\u00fang gi\u00e1.
\u0110\u1ed1i t\u01b0\u1ee3ng c\u1ee7a marketing d\u01b0\u1ee3c l\u00e0 c\u00e1c s\u1ea3n ph\u1ea9m thu\u1ed1c ch\u1eefa b\u1ec7nh, c\u00e1c s\u1ea3n ph\u1ea9m li\u00ean quan ho\u1eb7c c\u00e1c s\u1ea3n ph\u1ea9m h\u1ed7 tr\u1ee3 s\u1ee9c kh\u1ecfe, th\u1ef1c ph\u1ea9m ch\u1ee9c n\u0103ng. Do c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u1eb7c th\u00f9 n\u00e0y c\u00f3 \u1ea3nh h\u01b0\u1edfng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn s\u1ee9c kh\u1ecfe ng\u01b0\u1eddi d\u00f9ng n\u00ean nhi\u1ec1u qu\u1ed1c gia trong \u0111\u00f3 c\u00f3 Vi\u1ec7t Nam \u0111\u00e3 \u00e1p d\u1ee5ng c\u00e1c bi\u1ec7n ph\u00e1p h\u1ea1n ch\u1ebf qu\u1ea3ng c\u00e1o c\u1ee7a c\u00e1c c\u00f4ng cty d\u01b0\u1ee3c ph\u1ea9m. V\u00e0 c\u0169ng b\u1edfi ch\u00ednh s\u1ef1 \u0111\u1eb7c th\u00f9 n\u00e0y m\u00e0 t\u01b0 duy, h\u00ecnh th\u1ee9c c\u00f9ng nh\u1eefng k\u1ef9 n\u0103ng marketing trong l\u0129nh v\u1ef1c n\u00e0y c\u0169ng c\u00f3 s\u1ef1 kh\u00e1c bi\u1ec7t do c\u00f3 li\u00ean quan \u0111\u1ebfn s\u1ee9c kh\u1ecfe ng\u01b0\u1eddi ti\u00eau d\u00f9ng. S\u1ef1 gi\u1edbi h\u1ea1n n\u00e0y kh\u00f4ng ch\u1ec9 d\u1eebng l\u1ea1i \u1edf gi\u1edbi h\u1ea1n ph\u00e1p l\u00fd do c\u00f3 nhi\u1ec1u b\u1ed9 lu\u1eadt quy \u0111\u1ecbnh nghi\u00eam ng\u1eb7t v\u1ec1 qu\u1ea3ng c\u00e1o d\u01b0\u1ee3c ph\u1ea9m m\u00e0 c\u00f2n \u1edf m\u1eb7t \u0111\u1ea1o \u0111\u1ee9c trong qu\u1ea3n c\u00e1o. M\u1ed9t th\u00f4ng tin qu\u1ea3ng c\u00e1o \u201cqu\u00e1 \u0111\u00e0\u201d ho\u1eb7c kh\u00f4ng ch\u00ednh x\u00e1c c\u00f3 th\u1ec3 d\u1eabn \u0111\u1ebfn s\u1ef1 hi\u1ec3u l\u1ea7m trong d\u00e2n ch\u00fang v\u00e0 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn s\u1ee9c kh\u1ecfe c\u1ee7a h\u1ecd.<\/p>\n\n\n\n
2.3. S\u1ef1 trung th\u00e0nh c\u1ee7a kh\u00e1ch h\u00e0ng \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u s\u1ea3n ph\u1ea9m:<\/strong><\/h3>\n\n\n\nKh\u00e1c v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m h\u00e0ng ti\u00eau d\u00f9ng, ng\u01b0\u1eddi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m d\u01b0\u1ee3c v\u00e0 li\u00ean quan t\u1edbi d\u01b0\u1ee3c th\u01b0\u1eddng c\u00f3 s\u1ef1 trung th\u00e0nh v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. N\u1ebfu s\u1ea3n ph\u1ea9m ti\u00eau d\u00f9ng d\u1ec5 b\u1ecb ng\u01b0\u1eddi ti\u00eau d\u00f9ng thay th\u1ebf trong m\u1ed9t s\u1ed1 tr\u01b0\u1eddng h\u1ee3p (V\u00ed d\u1ee5 kh\u00e1ch h\u00e0ng mua d\u1ea7u g\u1ed9i n\u1ebfu h\u1ebft d\u1ea7u g\u1ed9i th\u01b0\u01a1ng hi\u1ec7u A s\u1ebd s\u1eb5n s\u00e0ng thay th\u1ebf ngay b\u1eb1ng th\u01b0\u01a1ng hi\u1ec7u d\u1ea7u g\u1ed9i B), c\u00e1c b\u1ec7nh nh\u00e2n th\u01b0\u1eddng c\u00f3 t\u00e2m l\u00fd ph\u1ea3i s\u1eed d\u1ee5ng \u0111\u00fang th\u01b0\u01a1ng hi\u1ec7u th\u01b0\u1eddng d\u00f9ng m\u1edbi c\u00f3 hi\u1ec7u qu\u1ea3. M\u00e0 t\u00e2m l\u00fd b\u1ec7nh nh\u00e2n c\u0169ng l\u00e0 m\u1ed9t trong nh\u1eefng y\u1ebfu t\u1ed1 quan tr\u1ecdng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn hi\u1ec7u qu\u1ea3 \u0111i\u1ec1u tr\u1ecb. V\u1eady n\u00ean vi\u1ec7c l\u00e0m Marketing th\u01b0\u01a1ng hi\u1ec7u (branding) th\u01b0\u1eddng r\u1ea5t \u0111\u01b0\u1ee3c c\u00e1c doanh nghi\u1ec7p d\u01b0\u1ee3c ch\u00fa tr\u1ecdng. Ng\u01b0\u1ee3c l\u1ea1i, Marketing s\u1ea3n ph\u1ea9m th\u00fac \u0111\u1ea9y doanh s\u1ed1 (khuy\u1ebfn m\u00e3i, chi\u1ebft kh\u1ea9u, t\u1eb7ng qu\u00e0\u2026) th\u01b0\u1eddng ch\u1ec9 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng cho c\u00e1c chi\u1ebfn d\u1ecbch B2B (Bussiness to Bussiness) nh\u01b0 l\u00e0 c\u00e1c c\u00f4ng ty ph\u00e2n ph\u1ed1i, \u0111\u1ea1i l\u00fd, nh\u00e0 thu\u1ed1c\u2026<\/p>\n\n\n\n
2.4. \u0110\u1ed9 nh\u1ea1y c\u1ea3m v\u1ec1 gi\u00e1<\/strong><\/h3>\n\n\n\nB\u1ea1n l\u00e0 sinh vi\u00ean \u0111i ch\u1ee3 v\u00e0 d\u1ef1 \u0111\u1ecbnh mua th\u1ecbt l\u1ee3n, nh\u01b0ng h\u00f4m nay b\u1ed7ng nhi\u00ean gi\u00e1 th\u1ecbt l\u1ee3n \u0111\u1ed9t ng\u1ed9t t\u0103ng trong khi gi\u00e1 th\u1ecbt g\u00e0 v\u1ed1n \u0111\u00e3 r\u1ebb h\u01a1n th\u1ecbt l\u1ee3n nay c\u00f2n gi\u1ea3m gi\u00e1 kh\u00e1 nhi\u1ec1u, ch\u1eafc h\u1eb3n b\u1ea1n s\u1ebd l\u1eadp t\u1ee9c ph\u00e2n v\u00e2n gi\u1eefa vi\u1ec7c ti\u1ebfp t\u1ee5c mua th\u1ecbt l\u1ee3n hay l\u00e0 chuy\u1ec3n sang th\u1ecbt g\u00e0 \u0111\u1ec3 ti\u1ebft ki\u1ec7m chi ph\u00ed. Nh\u01b0ng trong c\u00e1c s\u1ea3n ph\u1ea9m ng\u00e0nh d\u01b0\u1ee3c th\u00ec kh\u00e1c, tr\u1eeb tr\u01b0\u1eddng h\u1ee3p b\u1ea5t kh\u1ea3 kh\u00e1ng, \u0111a s\u1ed1 kh\u00e1ch h\u00e0ng th\u01b0\u1eddng mu\u1ed1n ch\u1ecdn s\u1ea3n ph\u1ea9m t\u1ed1t, \u0111\u1eaft ti\u1ec1n, c\u00f3 danh ti\u1ebfng ho\u1eb7c \u0111\u00e3 s\u1eed d\u1ee5ng l\u00e2u d\u00e0i tr\u01b0\u1edbc \u0111\u00f3 (nh\u01b0 \u0111\u00e3 ph\u00e2n t\u00edch \u1edf m\u1ee5c 2.3) v\u1edbi hi v\u1ecdng nhanh h\u1ebft b\u1ec7nh ho\u1eb7c \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c \u0111\u00edch s\u1ee9c kh\u1ecfe n\u00e0o \u0111\u00f3. Do \u0111\u00f3 c\u00e1c s\u1ea3n ph\u1ea9m trong ng\u00e0nh d\u01b0\u1ee3c kh\u00f4ng b\u1ecb nh\u1ea1y c\u1ea3m v\u1ec1 gi\u00e1 nh\u01b0 s\u1ea3n ph\u1ea9m h\u00e0ng ti\u00eau d\u00f9ng. N\u1ebfu s\u1ea3n ph\u1ea9m d\u01b0\u1ee3c \u0111ang s\u1eed d\u1ee5ng c\u00f3 s\u1ef1 thay \u0111\u1ed5i v\u1ec1 gi\u00e1, kh\u00e1ch h\u00e0ng c\u0169ng kh\u00f4ng d\u1ec5 c\u00e2n nh\u1eafc chuy\u1ec3n sang th\u01b0\u01a1ng hi\u1ec7u thay th\u1ebf kh\u00e1c nh\u01b0 ng\u00e0nh h\u00e0ng ti\u00eau d\u00f9ng.<\/p>\n\n\n\n
2.5. Kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau<\/strong><\/h3>\n\n\n\nN\u1ebfu th\u1ecb tr\u01b0\u1eddng h\u00e0ng ti\u00eau d\u00f9ng th\u01b0\u1eddng h\u01b0\u1edbng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 ng\u01b0\u1eddi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m, th\u1ecb tr\u01b0\u1eddng ng\u00e0nh d\u01b0\u1ee3c l\u1ea1i h\u01b0\u1edbng \u0111\u1ebfn c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng ra quy\u1ebft \u0111\u1ecbnh s\u1eed d\u1ee5ng thu\u1ed1c l\u00e0 ch\u1ee7 y\u1ebfu. Trong ng\u00e0nh d\u01b0\u1ee3c, ng\u01b0\u1eddi s\u1eed d\u1ee5ng th\u01b0\u1eddng kh\u00f4ng \u0111\u1ee7 ki\u1ebfn th\u1ee9c \u0111\u1ec3 ph\u00e2n t\u00edch \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m n\u00e0o l\u00e0 t\u1ed1t nh\u1ea5t cho b\u1ea3n th\u00e2n m\u00e0 ng\u01b0\u1eddi quy\u1ebft \u0111\u1ecbnh l\u00e0 c\u00e1c nh\u00e2n vi\u00ean \u00fd t\u1ebf l\u00e0 ch\u1ee7 y\u1ebfu. Do \u0111\u00f3 Marketing d\u01b0\u1ee3c ph\u1ea9m th\u01b0\u1eddng h\u01b0\u1edbng t\u1edbi c\u00e1c b\u00e1c s\u0129 v\u00e0 nh\u00e2n vi\u00ean y t\u1ebf kh\u00e1c (th\u1ecb ph\u1ea7n l\u1edbn nh\u1ea5t tr\u00ean th\u1ecb tr\u01b0\u1eddng) ho\u1eb7c h\u01b0\u1edbng t\u1edbi vi\u1ec7c b\u00e1n tr\u1ef1c ti\u1ebfp cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng (\u0111\u1ed1i v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m OTC).<\/p>\n\n\n\n
2.6. Chi ph\u00ed cho nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n<\/strong><\/h3>\n\n\n\nMarketing chuy\u00ean ng\u00e0nh D\u01b0\u1ee3c th\u1ef1c ch\u1ea5t l\u00e0 s\u1ef1 k\u1ebft h\u1ee3p gi\u1eefa marketing c\u0103n b\u1ea3n v\u00e0 ki\u1ebfn th\u1ee9c chuy\u00ean ng\u00e0nh D\u01b0\u1ee3c, c\u00e1c nh\u00e0 Marketing D\u01b0\u1ee3c chuy\u00ean nghi\u1ec7p v\u1eadn d\u1ee5ng nh\u1eefng c\u00f4ng c\u1ee5 trong Marketing \u0111\u1ec3 \u0111\u01b0a ra chi\u1ebfn l\u01b0\u1ee3c v\u00e0 k\u1ebf ho\u1ea1ch marketing ph\u00f9 h\u1ee3p. V\u00e0 t\u1ea5t nhi\u00ean trong m\u1ed7i ng\u00e0nh ngh\u1ec1 s\u1ebd c\u00f3 nh\u1eefng quy \u0111\u1ecbnh ri\u00eang \u0111\u1ec3 duy tr\u00ec v\u00e0 ph\u00e1t tri\u1ec3n. C\u0169ng ch\u00ednh v\u00ec l\u1ebd \u0111\u00f3 m\u00e0 Marketing D\u01b0\u1ee3c c\u00f3 chi ph\u00ed cao h\u01a1n, ng\u01b0\u1eddi l\u00e0m ngh\u1ec1 c\u0169ng \u0111\u1ea1t tr\u00ecnh \u0111\u1ed9 cao, chuy\u00ean nghi\u1ec7p h\u01a1n \u0111\u1ec3 nh\u1eafm v\u00e0o c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1c nhau.<\/p>\n\n\n\n
B\u1ed9 m\u00f4n Qu\u1ea3n l\u00fd D\u01b0\u1ee3c<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"Ng\u00e0nh c\u00f4ng nghi\u1ec7p d\u01b0\u1ee3c ph\u1ea9m \u0111\u00f3ng m\u1ed9t vai tr\u00f2 quan tr\u1ecdng trong qu\u00e1 tr\u00ecnh kh\u00e1m ph\u00e1, nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t […]<\/p>\n","protected":false},"author":82,"featured_media":61863,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":""},"categories":[1796,2267],"tags":[],"yoast_head":"\n
MARKETING D\u01af\u1ee2C KH\u00c1C G\u00cc SO V\u1edaI MARKETING H\u00c0NG TI\u00caU D\u00d9NG? - Tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc Qu\u1ed1c t\u1ebf H\u1ed3ng B\u00e0ng<\/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:\/\/asprou.com\/khoa-duoc\/marketing-duoc-khac-gi-so-voi-marketing-hang-tieu-dung\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MARKETING D\u01af\u1ee2C KH\u00c1C G\u00cc SO V\u1edaI MARKETING H\u00c0NG TI\u00caU D\u00d9NG? - Tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc Qu\u1ed1c t\u1ebf H\u1ed3ng B\u00e0ng\" \/>\n<meta property=\"og:description\" content=\"Ng\u00e0nh c\u00f4ng nghi\u1ec7p d\u01b0\u1ee3c ph\u1ea9m \u0111\u00f3ng m\u1ed9t vai tr\u00f2 quan tr\u1ecdng trong qu\u00e1 tr\u00ecnh kh\u00e1m ph\u00e1, nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/asprou.com\/khoa-duoc\/marketing-duoc-khac-gi-so-voi-marketing-hang-tieu-dung\/\" \/>\n<meta property=\"og:site_name\" content=\"Tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc Qu\u1ed1c t\u1ebf H\u1ed3ng B\u00e0ng\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/asprou.com\/\" \/>\n<meta property=\"article:published_time\" content=\"2022-08-22T06:13:16+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-04-06T08:46:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/asprou.com\/wp-content\/uploads\/2022\/08\/image-11.png\" \/>\n\t<meta property=\"og:image:width\" content=\"478\" \/>\n\t<meta property=\"og:image:height\" content=\"267\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Organization\",\"@id\":\"https:\/\/asprou.com\/#organization\",\"name\":\"Tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc Qu\u1ed1c t\u1ebf H\u1ed3ng B\u00e0ng\",\"url\":\"https:\/\/asprou.com\/\",\"sameAs\":[\"https:\/\/www.facebook.com\/asprou.com\/\",\"https:\/\/www.youtube.com\/channel\/UC7JnqM5xyC69FGfE3cdVzFw\"],\"logo\":{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/asprou.com\/#logo\",\"inLanguage\":\"vi\",\"url\":\"https:\/\/asprou.com\/wp-content\/uploads\/2020\/02\/Logo-HBU-Final.png\",\"contentUrl\":\"https:\/\/asprou.com\/wp-content\/uploads\/2020\/02\/Logo-HBU-Final.png\",\"width\":3697,\"height\":932,\"caption\":\"Tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc Qu\u1ed1c t\u1ebf H\u1ed3ng B\u00e0ng\"},\"image\":{\"@id\":\"https:\/\/asprou.com\/#logo\"}},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/asprou.com\/#website\",\"url\":\"https:\/\/asprou.com\/\",\"name\":\"Tr\u01b0\u1eddng \u0110\u1ea1i h\u1ecdc Qu\u1ed1c t\u1ebf H\u1ed3ng B\u00e0ng\",\"description\":\"S\u00e1ng t\u1ea1o - H\u1ed9i nh\u1eadp Qu\u00f4\u0301c t\u00ea\u0301 - Ph\u00e1t tri\u1ec3n \u2013 Nh\u00e2n v\u0103n\",\"publisher\":{\"@id\":\"https:\/\/asprou.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/asprou.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"vi\"},{\"@type\":\"ImageObject\",\"@id\":\"https:\/\/asprou.com\/khoa-duoc\/marketing-duoc-khac-gi-so-voi-marketing-hang-tieu-dung\/#primaryimage\",\"inLanguage\":\"vi\",\"url\":\"https:\/\/asprou.com\/wp-content\/uploads\/2022\/08\/image-11.png\",\"contentUrl\":\"https:\/\/asprou.com\/wp-content\/uploads\/2022\/08\/image-11.png\",\"width\":478,\"height\":267},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/asprou.com\/khoa-duoc\/marketing-duoc-khac-gi-so-voi-marketing-hang-tieu-dung\/#webpage\",\"url\":\"https:\/\/asprou.com\/khoa-duoc\/marketing-duoc-khac-gi-so-voi-marketing-hang-tieu-dung\/\",\"name\":\"MARKETING D\u01af\u1ee2C KH\u00c1C G\u00cc SO V\u1edaI MARKETING H\u00c0NG TI\u00caU D\u00d9NG? 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B\u1ea1n l\u00e0 sinh vi\u00ean \u0111i ch\u1ee3 v\u00e0 d\u1ef1 \u0111\u1ecbnh mua th\u1ecbt l\u1ee3n, nh\u01b0ng h\u00f4m nay b\u1ed7ng nhi\u00ean gi\u00e1 th\u1ecbt l\u1ee3n \u0111\u1ed9t ng\u1ed9t t\u0103ng trong khi gi\u00e1 th\u1ecbt g\u00e0 v\u1ed1n \u0111\u00e3 r\u1ebb h\u01a1n th\u1ecbt l\u1ee3n nay c\u00f2n gi\u1ea3m gi\u00e1 kh\u00e1 nhi\u1ec1u, ch\u1eafc h\u1eb3n b\u1ea1n s\u1ebd l\u1eadp t\u1ee9c ph\u00e2n v\u00e2n gi\u1eefa vi\u1ec7c ti\u1ebfp t\u1ee5c mua th\u1ecbt l\u1ee3n hay l\u00e0 chuy\u1ec3n sang th\u1ecbt g\u00e0 \u0111\u1ec3 ti\u1ebft ki\u1ec7m chi ph\u00ed. Nh\u01b0ng trong c\u00e1c s\u1ea3n ph\u1ea9m ng\u00e0nh d\u01b0\u1ee3c th\u00ec kh\u00e1c, tr\u1eeb tr\u01b0\u1eddng h\u1ee3p b\u1ea5t kh\u1ea3 kh\u00e1ng, \u0111a s\u1ed1 kh\u00e1ch h\u00e0ng th\u01b0\u1eddng mu\u1ed1n ch\u1ecdn s\u1ea3n ph\u1ea9m t\u1ed1t, \u0111\u1eaft ti\u1ec1n, c\u00f3 danh ti\u1ebfng ho\u1eb7c \u0111\u00e3 s\u1eed d\u1ee5ng l\u00e2u d\u00e0i tr\u01b0\u1edbc \u0111\u00f3 (nh\u01b0 \u0111\u00e3 ph\u00e2n t\u00edch \u1edf m\u1ee5c 2.3) v\u1edbi hi v\u1ecdng nhanh h\u1ebft b\u1ec7nh ho\u1eb7c \u0111\u1ea1t \u0111\u01b0\u1ee3c m\u1ee5c \u0111\u00edch s\u1ee9c kh\u1ecfe n\u00e0o \u0111\u00f3. Do \u0111\u00f3 c\u00e1c s\u1ea3n ph\u1ea9m trong ng\u00e0nh d\u01b0\u1ee3c kh\u00f4ng b\u1ecb nh\u1ea1y c\u1ea3m v\u1ec1 gi\u00e1 nh\u01b0 s\u1ea3n ph\u1ea9m h\u00e0ng ti\u00eau d\u00f9ng. N\u1ebfu s\u1ea3n ph\u1ea9m d\u01b0\u1ee3c \u0111ang s\u1eed d\u1ee5ng c\u00f3 s\u1ef1 thay \u0111\u1ed5i v\u1ec1 gi\u00e1, kh\u00e1ch h\u00e0ng c\u0169ng kh\u00f4ng d\u1ec5 c\u00e2n nh\u1eafc chuy\u1ec3n sang th\u01b0\u01a1ng hi\u1ec7u thay th\u1ebf kh\u00e1c nh\u01b0 ng\u00e0nh h\u00e0ng ti\u00eau d\u00f9ng.<\/p>\n\n\n\n
2.5. Kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau<\/strong><\/h3>\n\n\n\nN\u1ebfu th\u1ecb tr\u01b0\u1eddng h\u00e0ng ti\u00eau d\u00f9ng th\u01b0\u1eddng h\u01b0\u1edbng tr\u1ef1c ti\u1ebfp \u0111\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 ng\u01b0\u1eddi s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m, th\u1ecb tr\u01b0\u1eddng ng\u00e0nh d\u01b0\u1ee3c l\u1ea1i h\u01b0\u1edbng \u0111\u1ebfn c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng ra quy\u1ebft \u0111\u1ecbnh s\u1eed d\u1ee5ng thu\u1ed1c l\u00e0 ch\u1ee7 y\u1ebfu. Trong ng\u00e0nh d\u01b0\u1ee3c, ng\u01b0\u1eddi s\u1eed d\u1ee5ng th\u01b0\u1eddng kh\u00f4ng \u0111\u1ee7 ki\u1ebfn th\u1ee9c \u0111\u1ec3 ph\u00e2n t\u00edch \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh l\u1ef1a ch\u1ecdn s\u1ea3n ph\u1ea9m n\u00e0o l\u00e0 t\u1ed1t nh\u1ea5t cho b\u1ea3n th\u00e2n m\u00e0 ng\u01b0\u1eddi quy\u1ebft \u0111\u1ecbnh l\u00e0 c\u00e1c nh\u00e2n vi\u00ean \u00fd t\u1ebf l\u00e0 ch\u1ee7 y\u1ebfu. Do \u0111\u00f3 Marketing d\u01b0\u1ee3c ph\u1ea9m th\u01b0\u1eddng h\u01b0\u1edbng t\u1edbi c\u00e1c b\u00e1c s\u0129 v\u00e0 nh\u00e2n vi\u00ean y t\u1ebf kh\u00e1c (th\u1ecb ph\u1ea7n l\u1edbn nh\u1ea5t tr\u00ean th\u1ecb tr\u01b0\u1eddng) ho\u1eb7c h\u01b0\u1edbng t\u1edbi vi\u1ec7c b\u00e1n tr\u1ef1c ti\u1ebfp cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng (\u0111\u1ed1i v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m OTC).<\/p>\n\n\n\n
2.6. Chi ph\u00ed cho nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t tri\u1ec3n<\/strong><\/h3>\n\n\n\nMarketing chuy\u00ean ng\u00e0nh D\u01b0\u1ee3c th\u1ef1c ch\u1ea5t l\u00e0 s\u1ef1 k\u1ebft h\u1ee3p gi\u1eefa marketing c\u0103n b\u1ea3n v\u00e0 ki\u1ebfn th\u1ee9c chuy\u00ean ng\u00e0nh D\u01b0\u1ee3c, c\u00e1c nh\u00e0 Marketing D\u01b0\u1ee3c chuy\u00ean nghi\u1ec7p v\u1eadn d\u1ee5ng nh\u1eefng c\u00f4ng c\u1ee5 trong Marketing \u0111\u1ec3 \u0111\u01b0a ra chi\u1ebfn l\u01b0\u1ee3c v\u00e0 k\u1ebf ho\u1ea1ch marketing ph\u00f9 h\u1ee3p. V\u00e0 t\u1ea5t nhi\u00ean trong m\u1ed7i ng\u00e0nh ngh\u1ec1 s\u1ebd c\u00f3 nh\u1eefng quy \u0111\u1ecbnh ri\u00eang \u0111\u1ec3 duy tr\u00ec v\u00e0 ph\u00e1t tri\u1ec3n. C\u0169ng ch\u00ednh v\u00ec l\u1ebd \u0111\u00f3 m\u00e0 Marketing D\u01b0\u1ee3c c\u00f3 chi ph\u00ed cao h\u01a1n, ng\u01b0\u1eddi l\u00e0m ngh\u1ec1 c\u0169ng \u0111\u1ea1t tr\u00ecnh \u0111\u1ed9 cao, chuy\u00ean nghi\u1ec7p h\u01a1n \u0111\u1ec3 nh\u1eafm v\u00e0o c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1c nhau.<\/p>\n\n\n\n
B\u1ed9 m\u00f4n Qu\u1ea3n l\u00fd D\u01b0\u1ee3c<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"Ng\u00e0nh c\u00f4ng nghi\u1ec7p d\u01b0\u1ee3c ph\u1ea9m \u0111\u00f3ng m\u1ed9t vai tr\u00f2 quan tr\u1ecdng trong qu\u00e1 tr\u00ecnh kh\u00e1m ph\u00e1, nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t […]<\/p>\n","protected":false},"author":82,"featured_media":61863,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":""},"categories":[1796,2267],"tags":[],"yoast_head":"\n
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Marketing chuy\u00ean ng\u00e0nh D\u01b0\u1ee3c th\u1ef1c ch\u1ea5t l\u00e0 s\u1ef1 k\u1ebft h\u1ee3p gi\u1eefa marketing c\u0103n b\u1ea3n v\u00e0 ki\u1ebfn th\u1ee9c chuy\u00ean ng\u00e0nh D\u01b0\u1ee3c, c\u00e1c nh\u00e0 Marketing D\u01b0\u1ee3c chuy\u00ean nghi\u1ec7p v\u1eadn d\u1ee5ng nh\u1eefng c\u00f4ng c\u1ee5 trong Marketing \u0111\u1ec3 \u0111\u01b0a ra chi\u1ebfn l\u01b0\u1ee3c v\u00e0 k\u1ebf ho\u1ea1ch marketing ph\u00f9 h\u1ee3p. V\u00e0 t\u1ea5t nhi\u00ean trong m\u1ed7i ng\u00e0nh ngh\u1ec1 s\u1ebd c\u00f3 nh\u1eefng quy \u0111\u1ecbnh ri\u00eang \u0111\u1ec3 duy tr\u00ec v\u00e0 ph\u00e1t tri\u1ec3n. C\u0169ng ch\u00ednh v\u00ec l\u1ebd \u0111\u00f3 m\u00e0 Marketing D\u01b0\u1ee3c c\u00f3 chi ph\u00ed cao h\u01a1n, ng\u01b0\u1eddi l\u00e0m ngh\u1ec1 c\u0169ng \u0111\u1ea1t tr\u00ecnh \u0111\u1ed9 cao, chuy\u00ean nghi\u1ec7p h\u01a1n \u0111\u1ec3 nh\u1eafm v\u00e0o c\u00e1c \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00e1c nhau.<\/p>\n\n\n\n
B\u1ed9 m\u00f4n Qu\u1ea3n l\u00fd D\u01b0\u1ee3c<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":" Ng\u00e0nh c\u00f4ng nghi\u1ec7p d\u01b0\u1ee3c ph\u1ea9m \u0111\u00f3ng m\u1ed9t vai tr\u00f2 quan tr\u1ecdng trong qu\u00e1 tr\u00ecnh kh\u00e1m ph\u00e1, nghi\u00ean c\u1ee9u v\u00e0 ph\u00e1t […]<\/p>\n","protected":false},"author":82,"featured_media":61863,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":""},"categories":[1796,2267],"tags":[],"yoast_head":"\n