S TIN TRIN TRONG TIP CN L THUYT V THC HNH MARKETING

THE PROGRESS IN APPROACHING THE THEORY AND PRACTICE IN MARKETING

NGUYN XUN LN INH TH L TRM Trng i hc Kinh t, i hc Nng

TM TT Tip cn nghin cu v thc hnh marketing thay i v pht trin nhanh chng k t khi cc hot ng marketing ra i t u th k XX n nay. Mt s tng kt khi qut qu trnh pht trin ca marketing cho thy, l thuyt v thc hnh marketing pht trin mnh m k t nhng nm 50 ca th k XX v c bit l t nhng nm 80. S pht trin ny t ra nhng thch thc cho vic nghin cu, ging dy, v thc hnh ti Vit Nam, ni m vic ng dng marketing ch mi c bt u t cui nhng nm 80 ca th k XX. Nghin cu s pht trin t cn nhc nhng thay i v t duy v thc hnh marketing tng hp vi trnh pht trin v vn ha ca nc ta v vy l iu ht sc cn thit. ABSTRACT The approach to theory and practice in marketing field has tremendously changed and developed since marketing activities emerged in the twentieth century. An overview of development process of marketing shows that the theory and practice have increasingly developed since 1950s, particularly 1980s. This development has exposed the challenges for the researching, teaching and practicing in Vietnam, where application of marketing concepts has just been started since the end of 1980s. This article introduces the development of marketing to make a change in thinking and practice which should be relevant to the economic development level and the culture of Vietnam.

Vi t cch l mt lnh vc khoa hc, l thuyt marketing pht trin v thay i nhanh chng k t khi cc bi ging v marketing xut hin t u th k XX n nay (N.S Terblanche 2005). S pht trin ny c nhiu hc gi tng hp qua cc cng trnh nghin cu ca mnh theo nhng cch thc khc nhau. Nhiu gio trnh marketing thng phn bit cc trit l sn xut, sn phm, bn hng, marketing, marketing x hi v marketing quan h hoc nhng cch thc tip cn th trng phn bit cc giai on trong qu trnh pht trin v l thuyt v thc hnh marketing. Christopher, Payne v Ballantyne (1993) ngh mt cch tip cn lin kt cc lnh vc ch yu ca marketing c phn nh theo thi gian phn bit cc giai on pht trin ca marketing, trong th hin s thay i v nh hng marketing ca doanh nghip trc cc tc ng ca cc nhn t mi trng. Svensson (2002) phn nh s tin trin ca Marketing qua cc giai on khc nhau v gi l cc trng phi marketing: chc nng, hng ho, t chc v qun tr. Kt qu ca s tin trin ny l a n s thay i cch tip cn nhm ti u ha kh nng p ng th trng ca cc t chc. Mt trong nhng cch tip cn l nh hng khch hng tr thnh t duy thng tr marketing t u nhng nm 50 ca th k XX m trong nhu cu v mong mun ca khch hng c xem l tiu im ca vic thc hnh marketing ca cc t chc. Nh vy l thuyt v thc tin marketing tri qua qu trnh pht trin lu di (Bartels 1965). Tuy nhin trc nhng nm 50, cc chc nng m ngy nay c xem l lnh vc chnh

ca marketing nh l qung co v bn hng, li c tin hnh hon ton c lp, v marketing khi vn c xem nh l mt ngnh khoa hc kinh t. Kt thc cuc chin tranh th gii II, nhu cu v hng ho b dn nn v s khan him v ngun cung dn n vic cc hng ra sc tp trung vo lnh vc sn xut. Tuy nhin, n u nm 1950, s cnh tranh bt u din ra trong mt s ngnh, lc ny s quan tm n kha cnh nhu cu khch hng i vi s tn ti ca doanh nghip gia tng, marketing dn c xem nh mt chc nng chnh yu ca kinh doanh. T lc ny l thuyt v thc hnh marketing pht trin mnh m vi s chuyn hng nghin cu marketing nh l mt lnh vc qun tr thay v l mt hot ng kinh t vi hng lot cc n bn ca cc tc gi tn tui nh P.Drucker (1954), McKitterick (1957), Levitt (1960), Keith (1960) v McCathy, Philip Kotler (t sau 1960 tr i), ... S pht trin v t duy v thc hnh marketing t k nguyn th III n nay (Wilkie v Moore 2003) c c trng bi mt s khuynh hng sau: S dch chuyn t qun tr sang phn tch Trong qu trnh pht trin vi t cch l mt mn khoa hc, marketing khng phi lc no cng c cp trn phng din qun tr. Mt quan im r rng v marketing nh l mt lnh vc qun tr (hn l mt hot ng kinh t) xut hin t nhng nm 1950 (Drucker 1954; McKitterick 1957), d qun tr marketing trn thc t v nguyn thy l mt hnh thc h tr cho chc nng bn hng. Khi nim marketing hn hp (marketing mix) c xut v s dng biu th vai tr qun tr thng qua vic qun l cc bin marketing t t c mc tiu xc nh trc (McCarthy 1960, Bartels 1965). Vai tr ca nh qun tr marketing v chc nng hoch nh cng c nhn mnh vi s xut hin ca nhiu ti liu v qun tr marketing, v d nh Buskirk (1959), Howard (1957), McCarthy (1960), v.v... V mt hc thut nh c phn nh trong cc cng trnh nghin cu v cc tc phm t trn 3 thp nin qua (cui K nguyn th III n n k nguyn th IV), tip cn marketing dch chuyn t qun tr sang phn tch. Marketing dn nh mt vai tr quan trng vi t cch l mt chc nng qun tr trong nhiu doanh nghip (Day and Montgomery 1999; Lehmann 2003; Webster, Malter, and Ganesan 2003). C th s pht trin ca t duy marketing khng theo kp vi nhng thay i ca mi trng v tr nn t c cc nh qun tr quan tm hn, c bit l nhng ngi c trch nhim v qun tr v chin lc ca t chc. S dch chuyn ny c nh du bi hai pht kin chnh yu: trc ht l quan im xem marketing nh l mt trit l qun tr nhn mnh n nh hng khch hng, v th hai l s tch hp cc phng php nh lng v khoa hc hnh vi vo lnh vc marketing. C hai khuynh hng quan trng ca mi trng tc ng n s chuyn i ny, mt trong lnh vc gio dc v mt din ra trn th trng. Trong mi trng kinh t v x hi, th trng sau Th chin th II a li nhng c hi kinh doanh ln lao lm tng nhu cu, lm tng nhanh tiu dng (tong xng vi quyn lc kinh t v chnh tr), v s pht trin ng kinh ngc ca ca truyn hnh nh l phng tin truyn thng gi r (Cohen 2003). S ch trng n vic p ng nhu cu v mong mun ca khch hng da trn nhng d liu xc thc i hi vic thc thi cc chng trnh Marketing phi da trn nhng phn tch thng k cc d liu nghin cu th trng. Trong hu ht nhng pht kin ng lu c ang ti trn cc n phm t u k nguyn th III l th hin xu hng nghin cu v thc hnh ny, bao gm nhng trnh by v quan im marketing (Borch 1959; Drucker 1954; Keith 1960; Levitt 1960; McKitterick 1957), s pht trin ca i ng nhng ngi lm marketing (nghin cu th trng, hoch nh sn phm, qung co) h tr cho hot ng bn hng trong rt nhiu cng ty, s pht trin khng ngng ca hot ng qun tr

sn phm hay thng hiu, v s xut hin ca hng lot bi vit tp trung vo qun tr (Alderson 1957; Davis 1961; Howard 1957; Kotler 1967; McCarthy 1960). Cc bi bo v qun tr ny (c bit l ca McCarthy) a ra mt khi nim thng nht ca cc quyt nh chin lc marketing l 4P: sn phm, gi, phn phi v c ng. Cng quan trng nh cc lc lng mi trng, hai nghin cu trong gio dc kinh doanh (Gordon and Howell 1959; Pierson 1959) ngh mt s dch chuyn t k nng v ngh nghip hp n tip cn phn tch cn k v su sc hn da trn cc phn tch nh lng v khoa hc hnh vi. Nhng kt qu nghin cu v marketing t s khi u ny c cng b nh Mathematical Models and Methods in Marketing (Bass et al. 1961), Quantitative Techniques in Marketing Analysis (Frank, Kuehn, and Massy 1962), Marketing: Contributions from the Behavioral Sciences (Zaltman 1965), and Management Sciences in Marketing (Montgomery and Urban 1969). Mc d hai hng nghin cu v marketing quan im qun tr v phn tch nh lng c s nh hng v tm quan trng l nh nhau trong nhng nm u ca K nguyn th III, chng c s pht trin theo cch thc rt khc nhau. Cc phng php phn tch nh lng c v c ngha nhiu hn i vi cc nh nghin cu marketing so vi cc cch tip cn mang tnh khi nim v nh hng khch hng, cng nh cch tip cn tng hp cc khi nim marketing ng dng trong t chc. Vi s h tr tch cc ca cc ng nghip trong cc lnh vc kinh t hc v ti chnh, cc hc gi marketing tip nhn mt cch nhit tnh quan im da trn l thuyt v gi trong qun tr marketing nh l cch ti u ha vn (Anderson 1982). u t ngun lc cho n khi doanh thu bin bng vi chi ph bin, cc nh phn tch c th nh gi mt cch chnh xc ng cu v nh , h c th ti u ha tng P trong bn P. S pht trin ca h thng my tnh qui m ln v vi c s d liu tin cy v rng ln, cc cng trnh nghin cu marketing c khuyn khch ch trng mt cch mnh m vo d liu thc tin, cc phng php lng ha trong phn tch d liu, v m hnh ho bng ton hc trong nghin cu. Xu hng ny c th hin mt cch r nt trong nh hng pht trin ca cc tp ch c nh Journal of Marketing, hay cc tp ch mi nh Journal of Marketing Research v sau l Marketing Science, m trong nhiu cng trnh v marketing nhn mnh n s dng cc phn tch nh lng c xut bn trong thp nin 1960 v 1970. S nhn mnh n qun tr chin lc Vo gia thp nin 1970, trng phi hoch nh chin lc vo thi k rc r, minh chng bng s gia tng ca b phn hoch nh chin lc ca t chc v marketing cng dn c chuyn hng nghin cu trn phng din qun tr chin lc (Ansoff 1965). Mt yu t quan trng ca cch tip cn ny l m hnh ni ting ca DuPont v qun tr, c da trn thu nhp trn u t (ROI), theo cc cng ty ln c th c kim sot mt cch hiu qu thng qua s u t mt cch cn thn cc ngun lc ti chnh cho cc n v kinh doanh chin lc (SBU) trong gii hn ngn sch hn hp. c im trung tm ca hu ht cc cch tip cn hoch nh chin lc ny l danh mc sn phm, mt ma trn m t cc SBU ca cng ty trn hai chiu kch: v th tng i ca chng so vi cc i th cnh tranh (th phn) trn th trng v tc tng trng ca nhng th trng ny. Thu nhp trn u t tr thnh tiu chun thng tr trong vic nh gi nng lc kinh doanh v hoch nh ngn sch chi tiu bao gm c marketing. Tuy vy, vic xc nh kt qu v li nhun v doanh thu m chi tiu marketing em li l c bit kh khn v nhiu l do, do tc ng ca tr trong nh gi v cc vn v c lng. Mt s ti chin lc marketing xut sc xut hin vo thi gian

ny (v d, Abell and Hammond 1979) cng vi mt s bi bo khai thc mi quan h gia marketing v chin lc cng ty (v d, Anderson 1982). Nhiu khi nim ct li t marketing, nh nh hng khch hng, phn on th trng, v nh v c tip nhn v khuyn khch mt cch mnh m trong lnh vc qun tr chin lc (Day 1992). Th nhng n u nhng nm 1980, Biggadike (1981) cho rng vi xu hng v chin thut marketing v ti u ha, cc nh lm marketing khng th s dng cc cng c v khi nim ca h gii quyt cc vn qun tr chin lc. ng t cu hi liu cc nh lm marketing c quan tm n mc kt hp ca marketing vi n v kinh doanh hoc mc ngnh vi tm nhn di hn? V sau th hoch nh chin lc bi bn nh l mt hot ng cp cng ty bt u gim, v hu ht cc b phn hoch nh chin lc b trit b (Kiechel 1982). Tin trnh hoch nh chin lc quan liu chng minh l mt nhim v tn km v thi gian v chi ph qun l v t chc, thng gy nn nhng s chm tr nghim trng trong vic p ng li mi trng ang thay i. Cc vn v thang o chuyn ha cc thut ng chnh nh th phn v nh ngha v th trng c phc v cng kh khn v lun l ngun gc ca bt ng v tranh ci gia cc nh phn tch cp cng ty v cp qun tr SBU (Day 1977; Day and Montgomery 1983; Kiechel 1981). Trong nhiu cng ty, trch nhim ca hoch nh chin lc marketing c y nhim cho cc nh qun tr SBU. Cc b phn marketing ca cng ty cng b gim qui m hoc loi b. Mt phn lp lun ca vic loi b marketing nh l mt chc nng ca t chc xut pht t lun im cho rng khi nim marketing nh hng khch hng phi thm nhp vo ton b t chc v do vy n khng th l mt chc nng ring bit m l ton b vic kinh doanh phi c nhn t quan im ca khch hng (theo Drucker (1954)). Day (1992, p. 323) vit, Mt cch ngc i, marketing cng c gn kt trong t chc v tr thnh ch c xc nh cho vic nh hnh chin lc cnh tranh, th vai tr ca marketing nh l mt chc nng ring bit li cng b gim i. Mc d cc b phn hoch nh chin lc cp cng ty bin mt, nhng trng phi qun tr chin lc v cc hot ng c lin quan ca vic t vn qun tr chin lc vn tip tc c cc nh qun tr thc tin xem xt. S thay i vai tr marketing Khng c g phi nghi ng rng qun tr marketing tri nghim nhng thay i quan trng trong k nguyn th IV: S phn nhnh (Wilkie v Moore 2003). Trong nhiu yu t mi trng tc ng v nh hnh li chc nng marketing trong doanh nghip trong hn hai thp nin va qua c nhng yu t nh: Cc t chc tin trin t mt t chc quan liu thnh t chc nng ng, linh hot hn S lan truyn nhanh chng ca my tnh v cng ngh vin thng, bao gm c Internet S thng tr ca nhng nh bn l chi ph thp v ln trong hu ht cc loi sn phm S ch trng lin tc vo thu nhp trn c phn theo k kinh doanh nh l mt thc o nng lc kinh doanh v gi tr ca cng ty Ton cu ha v cc sc p cnh tranh ngy cng tng; v Cho gia cng nhiu phn ca cc tin trnh cung ng v sng to gi tr. V cu trc t chc dch chuyn khi s kim sot tp trung quan liu sang s ch trng nhiu hn vo cc SBU v i tc chin lc, marketing cp cng ty tr nn t quan trng hn. Trch nhim ca qun tr marketing dch chuyn ra ngoi lnh vc bn hng ca t chc hoc vo cc SBU, hoc n gin chng b loi b vi t cch l mt hot ng c lp. Ngn

sch truyn thng marketing c ti u t vo cc cng c c ng v gi trong ngn hn v cc hot ng c ng bn hng khc v cho chc nng bn hng, nhm h tr cho cc n lc bn hng ngy cng gia tng v cc khon chit khu ln hn cho cc nh bn li ngy cng mnh (Webster, Malter, and Ganesan 2003). cp cng ty, v th hin ti ca qun tr marketing hng n ch trng vo chin lc nhn hiu ton cu (cho tt c SBUs v cc vng a l) v truyn thng marketing. Chin lc gi v sn phm, qun tr bn hng v chin lc v qun tr knh marketing l trch nhim ca cp SBU, thng tng i ngn hn, tp trung vo chin thut. Phong tro kim sot cht lng (TQM) v cuc cch mng dch v khch hng m rng vai tr ca nhn s trong marketing v chuyn i s ch t hot ng bn hng sang vic chm sc cc khch hng sinh li. Marketing khng cn l b phn duy nht trong t chc th hin mi quan tm vo khch hng. S tht l tt c nhn vin gi y u c mong i tr thnh nhng chuyn gia phc v khch hng v iu ny dn n s pht trin ca mt khi nim mi - marketing ni b. Trong , tt c nhn vin cn c cung cp y thng tin v c thc y v nhng hot ng marketing ca t chc, v th, h cng tr thnh i tng trong hot ng giao tip nh bt k mt khch hng mc tiu no khc. Mt hng tip cn mi v marketing: tin trnh sng to gi tr T sau nm 1980 n u nm 1990, nh nghin cu tp trung mi quan tm ca mnh vo vic tm ra mi lin h gia nh hng th trng v nng lc vt tri cho t chc. Thut ng nh hng th trng c ng h bi Narver, Slater, Kohli v Jaworski, v Narver v Slater khi qut ho nh hng th trng l mt chiu hng bao gm ba nhn t thuc v hnh vi v hai iu kin quyt nh l: nh hng khch hng, nh hng i th cnh tranh, s phi hp cc chc nng trong t chc, mt tm nhn di hn v mt mc tiu sinh li... Nhng t chc c nh hng th trng khng ch hng v khch hng m cn hng v th trng. Do chng va nh hng khch hng va nh hng i th cnh tranh. Hn na, cc t chc ny nhn mnh khng ch l n lc to lp li th cnh tranh m quan trng hn l cung cp nhng gi tr vt tri cho khch hng. Gronroos (1994) cho rng vic chuyn i l thuyt marketing sang cc m hnh khc ph hp hn l mt vic tt yu, trong m hnh marketing mi quan h l mt hng ph hp v ng nh ngha Marketing l thit lp, duy tr, v cng c cc mi quan h vi khch hng v cc i tc c lin quan lm tha mn mc tiu ca cc thnh vin ny (Gronroos 1990: 138) thay th cho nh ngha ca Hip hi Marketing Hoa K da trn c s m hnh 4P (Bennett 1995: 166). T thp nin 90 tr i hng nghin cu marketing mi quan h thu ht c rt nhiu nh nghin cu v c xem l mt hng thch hp cho marketing th k 21 ny (Doyle 1995) m trong nhn mnh lp lun c bn v marketing: nh hng khch hng v vic cung ng gi tr phi chim v tr trung tm trong cng ty nu mun ti a ha gi tr trong di hn cho cc gii hu quan, cc i tc trong tin trnh cung ng gi tr. S ch trng n khi nim gi tr c khi u t s thay th khi nim trao i kinh t (economic exchange) bng khi nim trao i gi tr (exchange of values) trong nhng nghin cu ca Kotler & Levy (1969). Vic s dng ph bin khi nim ny gip cc nh nghin cu kt ni tin trnh qun tr marketing vi tin trnh sng to gi tr v pht trin marketing quan h thay th cho m hnh marketing hn hp. Micheal.J. Lnanning v Eward G. Michaels xut thit k chui sng to v phn phi gi tr lm nn tng cho tip cn hin i v qun tr marketing.

Chn la gi tr Phn on th trng Chn th trng mc tiu nh v gi tr Pht trin sn phm

Cung cp gi tr Pht trin dch v nh gi nh ngun cung cp Phn phi

Truyn thng gi tr Lc lng bn hng Lc lng bn hng Qung co

Hin nay hu ht cc l thuyt gia hng u v marketing ch trng n cch thc nh hng khch hng, nhn mnh quan im marketing l xc nh, pht trin v phn phi gi tr cho khch hng, v xem marketing nh l mt tin trnh kinh doanh hn l mt chc nng qun tr phn bit (Haeckel 1999; Srivastava, Shervani, and Fahey 2001; Vargo and Lusch 2004; Webster 1992, 2002). Nhng trng phi tht s mi v qun tr marketing ang cp n s chuyn dch tm im ct li ca lnh vc marketing t cng ty sang khch hng, t sn phm sang dch v v li ch, t giao dch sang mi quan h, t sn xut sang cng sng to gi tr vi cc i tc kinh doanh v khch hng, v t cc ngun lc hu hnh v lao ng sang ngun lc tr tu v v th ca cng ty trong chui gi tr. KT LUN Ti Vit Nam, marketing c ging dy v thc hnh t cui nhng nm 80 ca th k XX nn cn rt non tr so vi cc ngnh khoa hc khc. Phn ln cc ti liu marketing s dng hin ti ging dy v nghin cu ch yu l sch gio khoa c bin son da vo m hnh 4P v chu nh hng rt mnh ca P.Kotler v Mc Carthy. V vy, mt s khi qut tin trnh pht trin ca l thuyt marketing, xem xt nhng thay i v nh hng nghin cu mi v marketing s t ra rt nhiu gi cho gii nghin cu v thc hnh marketing ti Vit Nam theo kp tin trin ca thc tin marketing ca th gii. Quan im nh hng th trng v tin trnh sng to gi tr trn nn tng ca marketing quan h c xem l xu hng pht trin chnh yu ca marketing hin nay, v v vy cn c nghin cu v pht trin hn trong tng quan vi trnh pht trin v vn ha ca nc ta. TI LIU THAM KHO [1]
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