Chng 1: Tng quan v truyn thng marketing tch hp..........................................................2 1. S thay i v bn cht v vai tr ca truyn thng marketing ..........................................

2 1.1. Gii thiu chung v Truyn thng marketing ...............................................................2 1.2. Nhng thay i trong truyn thng marketing hin i................................................3 1.2.1. Vai tr ca truyn thng marketing : chuyn t chin thut sang chin lc....3 1.2.2. M rng phi thc truyn thng marketing.......................................................4 1.2.3. Truyn thng hng v th hiu ca khch hng................................................5 1.2.4. Truyn thng Internet.........................................................................................5 2. Truyn thng marketing tch hp ........................................................................................6 2.1. Marketing tch hp........................................................................................................6 2.2. Truyn thng marketing tch hp: lun thuyt mi ca marketing hin i.................7 ..........................................................................................................................................10 2.3. Cc c im ca IMC................................................................................................10 2.3.5. Xy dng c s d liu marketing...................................................................12 2.3.8. Chuyn hng sang Marketing quan h...........................................................13 2.3.9. Phi hp chin lc marketing vi chin lc truyn thng...........................13 3. Cc nguyn nhn dn n vic hnh thnh v pht trin IMC............................................13 3.1. Cng ngh v Internet..................................................................................................16 3.2. Ton cu ha................................................................................................................16 3.3. tm quan trng ca hnh nh thng hiu...................................................................17 u nhc im ca IMC....................................................................................................18 4. Cc cng c truyn thng ca IMC ...................................................................................18 4.1. Truyn thng qua cc phng tin thng tin i chng..............................................19 4.1.1. Qung co........................................................................................................19 4.1.2. Khuyn mi hay Xc tin bn hng.................................................................21 4.1.3. Quan h cng ng..........................................................................................22 4.2. Truyn thng qua knh c nhn...................................................................................22 4.2.1. Tip th trc tip..............................................................................................22 4.2.2. Bn hng..........................................................................................................23 4.3. Truyn thng tng tc................................................................................................23 4.3.1. Truyn thng qua Internet, truyn thng tng tc.........................................23 4.3.2. Hng dn khch hng qua in thoi cha dch.............................................24 5. Qun tr truyn thng c ng............................................................................................25 6. Tin trnh lp k hoch IMC...............................................................................................26 6.1. nh gi k hoch marketing......................................................................................28 6.2. nh gi tnh hung trin khai chng trnh truyn thng c ng............................29 6.2.1. Phn tch ni b................................................................................................29 6.2.2. Phn tch bn ngoi...........................................................................................30 6.3. Phn tch qu trnh truyn thng..................................................................................30 6.4. Xc nh ngn sch......................................................................................................31 6.5. Hoch nh chng trnh IMC.....................................................................................31 6.6. iu khin, nh gi v kim sot...............................................................................32 Tng kt chng 1..................................................................................................................33

Chng 1: Tng quan v truyn thng marketing tch hp

(INTEGRATED MARKETING COMMUNICATION)

1. S thay i v bn cht v vai tr ca truyn thng marketing

1.1. Gii thiu chung v Truyn thng marketing Ngi tiu dng ca th k 21 lun i hi ra cc sn phm tt hn, gi hp dn hn v d tip cn hn. V vy, doanh nghip cn phi truyn thng marketing khng ch vi khch hng hin ti m vi c khch hng tim nng, thm ch vi c cng ng chung. a s cc doanh nghip ch dng li cu hi chng ta c nn truyn thng hay khng ? m khng tp trung tr li y cho cu hi chng ta s ni g, lm nh th no, cho ai v truyn thng bao nhiu ln ? . Thc tin kinh doanh cho thy truyn thng marketing cng ngy cng kh v cc doanh nghip ang chy ua v trang trong lnh vc truyn thng bng hng lot cc chin dch di bom tn vo khch hng. Theo TNS Media (2009), nu vo nm 1965. t c mt t l 90% nhn bit v thng hiu, doanh nghip ch cn qung co lin tc 3 ln trong 3 ngy th n nm 2008, doanh nghip cn phi qung co t nht l 137 ln trong cng mc thi gian. Chi ph truyn thng cng gia tng (trung bnh chi ph qung co cho mt ngi dn M l 125 usd/ nm TNS Media) nhng hiu qu li gim mnh. tip cn c vi th trng mc tiu v xy dng ti sn thng hiu, cc nh marketing v ang sng to nhiu phi thc truyn thng a dng v hiu qu hn. Truyn thng marketing c Delozier (1976) nh ngha l cuc i thoi lin tc gia ngi mua v ngi bn ti mt a im trn th trng . Theo Staudt v Taylor (1971), hiu qu hot ng marketing ph thuc rt nhiu vo hiu qu ca truyn thng v bt k mt doanh nghip mun hot ng hiu qu u phi nh vo nhiu ngun thng tin khc nhau t th trng hin ti. Thng tin v sn phm, gi c, a im bn hay lin quan n khch hng hay thm ch v i th cnh tranh . u s nh hng n nhn thc ca ngi tiu dng. Nh vy, cc yu t ca phi thc marketing s hiu qu hn khi c truyn thng qua cc knh thng tin thch hp. Kotler v Armstrong (1991) chia ra hai loi knh thng tin : - Knh c th (knh trc tip): hai hay nhiu ngi thng tin trc tip vi ngi khc thng qua mt a ch hay s phn hi c nhn (bn hng trc tip, marketing trc tip) - Knh phi c th (knh gin tip): bao gm cc phng tin truyn thng, khng gian v s kin truyn thng. Truyn thng marketing bao gm cc bin php m doanh nghip s dng thng tin, thuyt phc v nhc nh ngi tiu dng - mt cch trc tip hay gin tip - v sn phm v nhn hiu thng mi. Theo mt ngha no , truyn thng marketing gi vai tr pht ngn vin ca thng hiu v l mt phng tin to s trao i v xy dng quan h vi khch hng. Theo m hnh truyn thng c bn AIDA ca Lewis (1898), truyn thng marketing tp trung theo ui ba loi mc tiu chnh sau y : - Mc tiu gia tng nhn thc (l tr) : truyn thng tp trung vo uy tn ca doanh nghip, cc thng tin chnh v doanh nghip, cc t chc v n v tham gia (cc nh qung co); - Mc tiu gia tng yu thch (xc cm) : truyn thng tp trung vo hnh nh ca doanh nghip

-Mc tiu khuyn khch hnh ng (hnh vi): y l cc mc tiu nh vo hnh vi tiu dng. V d lm sao li ko khch hng n siu th, lm sao khuyn khch khch hng mua hng, vv. Cc mc tiu ny lin quan trc tip n kinh nghim tri qua ca khch hng. Vai tr ca truyn thng marketing l gii thiu cc sn phm ca doanh nghip vi khch hng nhm t c cc mc tiu marketing ra. Trc y, xc tin thng mi (cn gi l khuyn mi) c coi l cu ni truyn thng gia doanh nghip v khch hng. Ngoi ra truyn thng marketing cn bao gm nhiu yu t khc nh qung co, bn hng hay quan h cng ng, marketing trc tip hay Interrnet. Truyn thng marketing tt s gia tng hiu qu chm sc khch hng. H s c thng bo hoc hng dn ti sao hay bng cch no mt sn phm c lm ra, do ai lm ra, u v khi no. Nh vy, khch hng hiu thm v sn phm v c th s quan tm hn n vic dng th hay tiu dng sn phm. Truyn thng marketing cho php cng ty to mi lin kt gia thng hiu ca h vi cc yu t khc nh khch hng, a im, s kin, thng hiu, kinh nghim, cm nhn v suy ngh. Nh vy, truyn thng marketing gp phn vo vic xy dng ti sn thng hiu thng qua vic to dng hnh nh trong tr nh ngi tiu dng. Truyn thng marketing c th lin kt mt thng hiu vi mt ngi c th, mt a im xc nh hay mt tri nghim no . Truyn thng marketing cho php nh lm th trng vt qua c gii hn vt l ca sn phm hoc thuc tnh c th k thut ca dch v lm ch sn phm v to cc gi tr gia tng. Nh vy, truyn thng marketing gp phn gia tng sn lng bn hng v lng trung thnh bn lu ca khch hng. Tm quan trng ca truyn thng marketing c bit gia tng trong nhng nm gn y vi cc nguyn nhn ch yu sau y : - Ngy cng nhiu sn phm v dch v c nhn nhn nh chi mt canh bc v vo giai on bo ho ca vng i sn phm. to ra im khc bit gia cc thng hiu thng qua cht lng sn phm l iu rt kh. Truyn thng marketing bit vt ln yu t cht lng ni ti v cung cp thm thng tin to ra s khc bit cho sn phm, cho php thng hiu pht trin v gip khch hng hiu hn v li th cnh tranh ca thng hiu (Lane 2001). - Truyn thng marketing ng vai tr ch o trong vic chp nhn loi sn phm mi. bng vic cung cp thng tin kp thi v sn phm mi cho ngi tiu dng - Cc m hnh marketing truyn thng u lng tng trong vic tm hiu hnh vi ngy cng phc tp ca ngi tiu dng. Mi quan h nhn qu n gin khng cn thch hp nh hng ngi tiu dng hay th trng. Truyn thng marketing gip doanh nghip t chc tt hn quan h vi khch hng khng ch da trn cc thng ip trao i m cn da trn vic chn la phng tin truyn thng v c hi theo st th hiu khch hng. Tm li, truyn thng marketing ng vai tr hng u cho s pht trin ca doanh nghip v cho php xc nh cc mc tiu v a ra cc bin php thc hin. Truyn thng marketing khng ch n thun l mt qu trnh chin thut m l mt qu trnh chin lc. Thng hiu lu li trong tr nh ca khch hng khng ch thng qua kinh nghim s dng sn phm dch v, m cn nh vo hiu qu truyn thng lu di. 1.2. Nhng thay i trong truyn thng marketing hin i 1.2.1. Vai tr ca truyn thng marketing : chuyn t chin thut sang chin lc Trc y, truyn thng marketing khng phi lc no cng c nhn nhn l mt yu t chin lc trong doanh nghip. Mt trong nhng l do m truyn thng marketing ch c coi l 3

yu t chin thut bt ngun t vic phn ln cng vic truyn thng c giao cho cc phng dch v marketing bn ngoi trin khai v thc hin (v d nh hoch nh, t vn tng sng to hay xc tin bn hng). Vic ny khin cho ngi ta nghi ng liu truyn thng c phi l nng lc ht nhn ca doanh nghip hay khng. Ngoi ra, phn ln tng cho qung co v khuyn mi ch dng li tm ngn v trung hn do c cu t chc v nhn vin thc hin thng xuyn thay i. Butterfield (1997) cho rng cn phi xem li cc m hnh marketing phn cp (hierarchical model) thng xp truyn thng bn cnh cc yu t khc ca marketing phi hp. M hnh ny thng bt u t cc chin lc doanh nghip, c c th ho bng mt s cc chin lc chc nng (bao gm c marketing). Theo , truyn thng marketing l mt b phn ca chin lc marketing. Vn theo Butterfield, do gi tr thng hiu ngy cng quan trng trong vic to ra li th cnh tranh, marketing tr thnh mt phng thc xy dng chin lc truyn thng. Nhn vo hnh di y, chng ta thy l trong m hnh mi, truyn thng bt u t cc chin lc cng ty v marketing tr thnh mt phn ca c ch thc hin chin lc truyn thng.

Hnh 1: Ti xc lp chin lc nh v ca truyn thng marketing (Butterfield, 1997) iu ny khng c ngha l mi hot ng truyn thng marketing t ng c nng ln tm chin lc. Vn tn ti s khc bit gia truyn thng chin thut - h tr cc tng marketing c bit v truyn thng marketing chin lc - c doanh nghip hoch nh thng tin v tt c cc hot ng. M hnh trn h tr quan im truyn thng l khc bit vi cc hnh thc khc ca marketing phi hp . Truyn thng hiu qu s tr thnh cha kho vng to s khc bit. 1.2.2. M rng phi thc truyn thng marketing Schultz v Kitchen (2000) khuyn ngh nn s dng nhiu khi nim nh gi v trin khai chin lc truyn thng marketing hiu qu trong mt mi trng cnh tranh phc tp hin nay. Nh chng ta u thy, cn phi tin hnh chin lc truyn thng marketing thng qua vic kt hp nhiu chuyn ngnh v phng tin truyn thng, cng nh kinh nghim v thng hiu ca khch hng mt cch ph hp. c th truyn thng hng v khch hng, doanh nghip cn phi nh gi xem thng ip thng hiu c tip nhn nh th no. S di y ch ra cc cch m khch hng nhn thc v thng hiu ca bn (Hnh 2)

Hnh 2: Khch hng tip nhn thng ip truyn thng marketing nh th no ? (Ngun: Schultz v Kitchen, 2000) Theo hnh 2, c 8 ngun chnh ca truyn thng marketing: gi th, cc dch v chm sc khch hng, bao b mu m, gi c, cc a im phn phi, qung co, khuyn mi v trng by ti im bn. Tc l cng tng cch m khch hng c th nghe thy, nhn thy hay tri nghim v thng hiu. V vy, doanh nghip cn phi cn nhc v chn la chun xc cc phng thc c th tip cn khch hng mt cch hiu qu v c li cho thng hiu mnh. 1.2.3. Truyn thng hng v th hiu ca khch hng Vic coi trng th hiu khch hng gip cho truyn thng ca doanh nghip hiu qu hn . a phn cc doanh nghip tht bi trong vic theo st s thay i s thch khch hng trn th trng v s dng cc phng tin truyn thng tip cn khng ph hp u phi tr gi rt t. Nm 1980, chu M chng kin bng n truyn hnh cp trong khi nh qung co, b buc theo cch phn b ngn sch truyn thng, vn tip tc theo ui cc h thng truyn thng cng knh. Kt qu l chi ph cho qung co truyn hnh tng ln trong khi khch hng li gim i. Cc doanh nghip no nhanh chng tip cn th trng cp th ginh c cc li th cnh tranh cao. Cch pht trin su rng chin lc truyn thng l phi suy ngh v thi gian v hon cnh tip nhn thng ip trn quan im ca khch hng. Khi no thng ip s l thch hp nht vi khch hng? V d, khch hng tim nng ca bn ang mun mua mt chic xe t mi v h rt tin tng i l bn xe gn nh. Tuy nhin, nu bn gi in cho khch hng khi h ang bn lm vic th h sn sng ngoi tai nhng g bn ni, tri li mt l th ngn gn, r rng km theo mt catalogue hp dn li c th thu ht s ch v quan tm ca h hn. 1.2.4. Truyn thng Internet Handy (1993) cho rng truyn thng s ha - bt k hnh thc truyn thng no i hi vic chuyn ti tnh hiu in t gia cc my tnh (CMC) - s l cha kha cho tng lai doanh nghip v truyn thng s ho r hn v ngy cng thch ng ph hp hn vi nhu cu ca doanh nghip. Mt trong nhng i din ni bt ca truyn thng s ha l truyn thng qua Internet hay cn gi l truyn thng trc tuyn. Phng thc truyn thng ny cho php truyn thng a chiu v tng tc, lm thay i trit phng thc thng tin gia doanh nghip vi khch hng v nh cung cp t trc n nay (truyn thng mt chiu, khng tng tc). Truyn thng qua Internet thu ht c s ch ca cc nh th trng bi nhiu l do : - Th nht, ngi tiu dng v doanh nghip s tin hnh kinh doanh nhanh hn trn Internet. c on khong 30 triu ngi s dng Internet, vi tc tng trng l 50%/ thng v s lng cc sites tng gp i sau 53 ngy. Thng mi in t t khong 45.8 t nm 2000. 5

- Th hai, th trng ang dch chuyn t hnh thc thng mi tp trung, khp kn ( oneto-one) sang kinh doanh trn mng theo kiu phn quyn theo vng, truyn thng i chng (many - to - many. V d, gn nh tt c cc ngnh dch v ch o hin nay u c website cho ngi tiu dng tham kho v tm kim thng tin. - Th ba, web site cung cp mt knh truyn thng hiu qu dnh cho qung co, tip th v phn phi mt s sn phm v dch v thng tin trong khi chi ph tip th trc tuyn ch bng 1/4 cc knh truyn thng khc.

2. Truyn thng marketing tch hp

2.1. Marketing tch hp IMC bt ngun t marketing tch hp (IM). Duncan, mt trong nhng tc gi u tin nghin cu v IMC a ra mt nh ngha v IM nh sau: IM l qu trnh lin qun tr thng hiu da trn marketing quan h hiu qu, IM tp trung vo truyn thng tng hp v ng b cho khch hng c nhn v t chc nhm duy tr s nht qun trong chin lc truyn thng thng hiu, to iu kin pht trin cc knh giao tip vi khch hng v gip doanh nghip nng cao gi tr ca thng hiu. Vic tch hp ton b cc hot ng marketing nhm to ra qu trnh xy dng quan h hiu qu, khng tn km v IM i hi c s xc nhn v cam kt mc cao nht trong cu trc doanh nghip v s lin kt phi hp ton din, trong truyn thng gi vai tr lng nghe kin ca khch hng v c ng cng nh chuyn giao cc thng ip n tng nhm lin quan. Nhiu ngi ngh rng IM ch n gin l vic tch hp cc yu t n l ca truyn thng marketing truyn thng, tuy nhin, Percy (1997) ch ra nhng im khc nhau c bn sau y: Bng 1.1: Phn bit Marketing truyn thng v Marketing tch hp (Percy, 1997) Marketing truyn thng hng n: Marketing tch hp hng n: Trao i Pht trin quan h Khch hng C ng Phi hp cc cng c truyn thng S nht qun ca chin lc trong marketing vic chuyn giao cc thng ip lin quan n thng hiu n khch hng v c ng Truyn thng i chng & mt chiu Truyn thng tng tc (a chiu, i thoi) ng c marketing Nhim v marketing K hoch iu chnh trong nm K hoch mi trn c s r sot c hi truyn thng marketing thc t T chc theo chc nng n l T chc phi hp theo chc nng Chuyn mn ho Nng lc ct li Marketing i chng Marketing da trn c s d liu (c th ha khch hng) Truyn thng ca hng Qun tr truyn thng ca hng Ngoi ra, Duncan v Moriaty (1997) tm ra cc c im ca IM nh sau: 6

- K hoch truyn thng bt u t s 0 : y l trng tm ca qu trnh hoch nh chin lc marketing tch hp. tng ny ch ra rng vic s dng cc phng tin truyn thng phi c da trn vic nh gi nhu cu khch hng v th trng trong thi im hin ti ch khng phi da trn cc s liu th trng tch ly c t trong qu kh. - Chin lc truyn thng: c c s tng tc h tr cho cc hot ng marketing tch hp, mt cng ty phi: (1) tm ra im cn bng ca th trng chung (a balance of the mass), truyn thng tng tc v c kh nng tip cn tin hnh c thng ip c nhn v i chng; (2) xy dng c s d liu theo st phn ng ca khch hng (ch khng phi l trao i) v p ng theo ng nhng mong mun, nhu cu v mi quan tm ca h; (3) s dng c s d liu v to iu kin trao i vi khch hng; (4) bo m rng cc thng tin lu tr v doanh nghip s to ra nhng thay i trong hnh vi doanh nghip. Khi nim menu media danh sch truyn thng cho thy do vic phn chia cc phng tin truyn thng, khch hng c th tip cn truyn thng nhiu hn trc khi h chn la. Trong IM, truyn thng bao gm tt c cc phng tin dng chuyn ti thng ip cho c khch hng v c ng. - Nhim v ca marketing: c hai mc c bn ca nhim v marketing. (1) Mc u tin l nhim v to ra gi tr cho c ng v to li nhun. Vic ny i hi xy dng mt vn ho doanh nghip v k lut bo m thc hin nhim v phi r rng. (2) mc th hai, nhim v marketing mang tnh thc hin nhiu hn v p dng cho cc cng ty mun m rng cc hot ng x hi (v d, cc hot ng nhn o). iu ny i hi s thay i trong cch m h t chc cc chng trnh marketing hng theo mc ch x hi. Hammer v Champy (1993) ch ra 3 nhn t quyn lc nht m cc doanh nghip khng th b qua trn th trng hin nay. l khch hng, cnh tranh v thay i. Trong , khch hng ng vai tr quan trng ch o. Vy nn, hon thin v p dng nhng phng php mi to ra v duy tr knh i thoi vi khch mua l cu hi chnh m cc nh truyn thng marketing quan tm nht. IMC ra i trong s chuyn giao bn phn quyn lc t nh qun tr thng hiu sang cc nh phn phi, v trong mt s trng hp l sang ngi tiu dng, cng nh chuyn t cc hng kinh doanh sang khch hng (Fill, 2002). IMC tr thnh mt hin tng marketing t u nm 1990 v l h qu ca bc chuyn i trit l marketing: t marketing trao i sang marketing quan h. 2.2. Truyn thng marketing tch hp: lun thuyt mi ca marketing hin i Kotler vit trong cun Qun tr Marketing ti bn ln th 12 (2005) l marketing hin i i hi doanh nghip phi lun tm cch pht trin mt sn phm tt hn, gi c hp dn hn, sn sng cung ng cho khch hng mc tiu. Doanh nghip cng phi truyn thng vi cc khch hng hin ti v khch hng tim nng, v c bit lu l nhng g h thng tin cha chc dn h n con ng thnh cng. Chng ta cng tm hiu v d sau y:
Nm 1998, Cng ty Wrigley (Anh) trin khai mt chng trnh truyn thng tch hp vi ngn sch tng i cao. Bt u t thng 1, cng ty pht hnh mt bi bo Sc khe rng ming v Ko cao su khng ng vi chi ph 500.000 bng Anh lin tc trong vng 18 thng. Chng trnh mun nhn mnh vai tr gi gn v sinh rng ming v tp trung trc ht vo cc nha s, sau nhng ngi ny s trc tip gii thiu cc li ch ca ko cao su khng ng cho cc khch hng n khm cha rng ti phng khm ca h.

Bn cnh , cng ty Wrigley cn s dng hng lot cng c truyn thng khc nh ng qung co mt qu trn tp ch Sc khe cng ng, m 05 trung tm hng dn gi gn v sinh rng ming min ph cho khch hng v gi cc t ri, p phch khp ni, ng lin tc qung co trn bo Nha khoa km theo mt tup thuc nh rng hng mu v km thm mt cun sch hng dn chm sc rng ming. Thm vo , cng ty hng n cc khch hng nh khi tung ra loi ko cao su u tin dnh cho tr em c kh nng bo v rng ca tr. Kt qu ca chin dch IMC rt ng khch l: 73% nha s thng xuyn v rt thng xuyn khuyn khch khch hng dng ko cao su khng ng, thay cho 44% trc y, doanh thu bn ra trong 1 nm vt d kin 22%.

Trn y l v d in hnh ca mt xu hng mi trong th gii marketing: s dng kt hp nhiu phng tin truyn thng vi nhau (qung co, quan h cng ng, xc tin bn hng, bn hng c nhn, truyn thng trn mng, vv.) trong mt chin dch tch hp cht ch. Pht trin mt chng trnh truyn thng tch hp gip cho doanh nghip s dng cc li th ca cng c truyn thng ny b tr cho im yu ca cng c truyn thng khc. IMC tr thnh mt lun thuyt mi ca marketing hin i. Thm ch, mt s cc doanh nghip nh gi IMC nh mt li th cnh tranh ct li ca marketing hin nay. Vy IMC l g? Kiu qung co mi, dn nhc giao hng, qu trng trn, truyn thng marketing tch hp. l mt s thut ng c s dng ni v mt khi nim mi trong truyn thng marketing - vic kt hp cc chc nng truyn thng c th, c thc hin vi cc mc c lp khc nhau hay cn gi l truyn thng marketing tch hp. Cc cng c truyn thng thng c nhc n l qung co v xc tin bn hng v quan h cng ng, tip th trc tip (qung co qua gi mail trc tip, hng dn khch hng qua in thoi) hay bao b mu m sn phm.C th ni p lc to ra truyn thng marketing tch hp l kt qu ca rt nhiu cc yu t lin quan. nh ngha IMC c s dng nhiu nht do Hip hi cc hng qung co M (AAA) thng qua nm 1991, theo IMC l mt khi nim v hoch nh truyn thng marketing nhm cng nhn cc gi tr gia tng ca mt chng trnh hp l, qua nh gi vai tr chin lc ca cc cng c truyn thng khc nhau - nh qung co, tip th trc tip, xc tin bn hng v quan h cng ng - v phi hp cc cng c ny li to nn mt hiu qu truyn thng mnh nht, r rng v thng nht . Tuy nhin, khi nim IMC ca AAA mi ch nhn nhn cc cng c truyn thng theo mt gc nhn hp: ch cn mt cch thc gn kt cc yu t truyn thng c ng lm sao cui cng c c mt pht ngn ng nht. y l cch nhn qun tr chin lc t trong ra ngoi. Sau , Schultz (1993) cung cp mt nh ngha khc su st hn: IMC l qu trnh hoch nh v trin khai cc hnh thc khc nhau ca chng trnh truyn thng theo thi gian vi khch hng hin ti v khch hng tim nng. Mc ch ca IMC l gy nh hng trc tip ln hnh vi ca khch hng m doanh nghip qua chn la. IMC xem tt c cc ngun quan h vi khch hng ca thng hiu nh l cc knh tim nng chuyn ti cc thng ip tng lai. Tm li, qu trnh IMC bt ngun t khch hng hin ti v khch hng tim nng, sau xc nh cc hnh thc v phng php pht trin cc chng trnh truyn thng hiu qu. Theo nh ngha ny, IMC khng phi l t trong ra ngoi m l t ngoi vo trong, v chu nh hng ca khch hng v l mi quan tm ca tt c cc b phn c lin quan. Nguyn tc c bn ca IMC l truyn thng gi vai tr then cht trong tt c cc mi quan h ca con ngi. Truyn thng lin quan n vic trao i thng tin, tng hoc cm gic v s trin khai thnh cng mt chin lc IMC i hi phi c s hc hi v phi hp 8

thng qua h thng truyn thng nhm mc ch b sung cc gi tr thuyt phc cho sn phm i vi khch hng v doanh nghip. Gn y, Duncan (2002) cng chia x quan im ca Schultz 1993 khi a ra mt nh ngha mi v IMC nh sau: IMC l mt qu trnh qun l quan h khch hng, t to ra gi tr thng hiu. c bit hn, y l mt qu trnh phi hp a chc nng to ra v nui dng cc mi quan h c li vi khch hng v cc c ng, thng qua chin lc kim sot v gy nh hng n tt c cc thng ip gi cho cc nhm ny v khuyn khch vic thu thp d liu cng nh cc cuc i thoi vi h . M hnh IMC ca Duncan nhn mnh vic ly khch hng lm trung tm hot ng, c th nh sau: - Qu trnh phi hp a chc nng tc l tt c cc b phn phng ban ca cng ty v cc hng bn ngoi phi lm vic cng nhau trong cc giai on hoch nh v gim st quan h thng hiu. Vic to ra v nui dng mi quan h vi c ng s thu ht khch hng mi v sau h s tng tc vi doanh nghip tm cch tha mn cc nhu cu v mong mun ca h. - tng v quan h khch hng sinh li l rt quan trng v khng phi tt c cc quan h u c gi tr nh nhau i vi cng ty. - Chin lc kim tra hay gy nh hng n tt c cc thng ip cho thy y cc kha cnh ca marketing mix. - Khuyn khch i thoi gip xc nh khch hng mun c c hi tng tc cng cng ty. nh ngha trn cho thy IMC l mt qu trnh ang din ra lin tc, c tnh tng tc v phi hp a chc nng ca vic hoch nh thc hin v nh gi truyn thng thng hiu trong tch hp tt c cc thnh phn tham gia vo qu trnh trao i nhm t c s tha mn ti a nhu cu v mong mun ca cc thnh vin. IMC c xem nh mt qu trnh vn ng lin tc thay v mt ng thng tuyn tnh nhm mc ch to ra gi tr thng hiu xt theo doanh thu bn hng, li nhun hay ti sn thng hiu. Qu trnh ny bt u hay kt thc lin quan n vic thu ht, gi chn v pht trin khch hng. nh ngha ny ca Duncan nhn mnh vo quan im qun tr trong truyn thng marketing hn l qu trnh trn ln cc phng ban b phn truyn thng li vi nhau, s dng cng mt cch cc kin thc v k thut ca chuyn gia v khng chuyn gia. Nh vy, IMC c th c nh ngha bng nhiu cch khc nhau. Xy dng c nh ngha ny l mt iu khng n gin v IMC va l khi nim, va l qu trnh v nht l mc ca tch hp vi mi mt tnh cht c th khc nhau rt nhiu (Duncan, 1997). Khi nim nn tng trong cc nh ngha IMC trn y l tnh hip ng, ngha l khi cc n lc ring r tng cng hp tc vi nhau s cho hiu qu cao hn l nu tng chc nng ny chn la khch hng mc tiu ring, chin dch thng ip ring v k hoch hot ng ring. iu ny c bit quan trng v nhiu khi thc hin chc nng c lp c th gy ra phn tc dng. Tuy nhin mi nh ngha u gi 5 c im chnh ca IMC nh sau (Shimp, 2000): - Mc ch u tin ca IMC l gy nh hng n hnh vi thng qua truyn thng trc tip - Qu trnh IMC phi bt u vi khch hng hin ti v tim nng, sau mi xc nh cc yu t truyn thng thng hiu - IMC phi s dng tt c cc hnh thc ca truyn thng v cc ngun quan h ca thng hiu hay cng ty nh l cc knh phn phi thng ip tng lai. - Nhu cu hot ng truyn thng ng b l rt ln to dng mt hnh nh thong hiu mnh - IMC i hi phi xy dng mt mi quan h gia thng hiu v khch hng. 9

p dng trit l IMC s em li nhng kt qu sau y cho mt doanh nghip: - Hnh nh thng nht: Mt ging ni, mt hnh thc - tt c cc qung co v pht hnh ca cng ty phi gii thiu mt hnh nh hay nt c trng ca thng hiu mt cch thng nht. - Pht ngn ng nht: thng ip ng nht cho tt c cc c ng, bao gm c ngi tiu dng, nhn vin, nh phn phi l, nh cung cp, vv tt c nhng ngi tham gia vo qu trnh IMC phi c chung mt nim tin vo thng hiu. - Bit lng nghe: thng qua truyn thng hai chiu, cng ty v cc c ng ca h phi lin kt cht ch vi nhng ngi khc. Hn na, s dng cc c s d liu l mt cch thu thp c nhiu phn hi hn. C s d liu phi gip cng ty gi lin lc vi khch hng v c ng ca h. - thc x hi, cng ng: mc tch hp, doanh nghip cn phi th hin thc x hi v mi trng trong cc hot ng truyn thng. Ngoi ra, mt vn ho doanh nghip mnh s gip doanh nghip khng ch xy dng cc mi quan h tt p vi cc c ng m cn thnh lp cc mi quan h cng ng rng hn. Doanh nghip cn phi tr thnh mt ngi hng xm tt bng ca khch hng v to ra hiu qu truyn thng tch cc. Tt c cc yu t tham gia vo tin trnh IMC s c trnh by bng di y. Bng 1.2: Cc yu t tham gia vo tin trnh IMC C ng phi hp Above the line v below the line Marketing phi hp Gi c, sn phm, con ngi, a im, khuyn mi Chin lc kinh doanh Trit l kinh doanh, mc ch, nhim v, ni dung Cc nh cung cp bn Hng qung co, cng ty iu tra th trng, cng ty cung cp ngoi Doanh nghip cc dch v h tr truyn thng, cc cng ty t vn. Nhn vin , n v chin lc kinh doanh, cc phng ban lin quan Kitchen (2004) cho rng IMC l s pht trin quan trng nht ca truyn thng trong thp k 90 v c tim nng to ra cc li th cnh tranh. Quyn nng ca IMC nm ch bit nh gi ng cc thay i trong mi trng marketing gy nh hng n kh nng ca cng ty trong vic thu ht, gi chn v khuyn khch khch hng. IMC khc vi cc khi nim khc ca marketing nh IM, CRM hay MO (market orientation) ch IMC tp trung vo vic xy dng v thc y cc mi quan h ca khch hng v cc nh hng v quan h buc IMC phi gn vi marketing c th ha (one to one) trn c s CRM. M rng khi nim truyn thng theo nh hng khch hng, nh qun tr phi lm sao IMC cung cp cho DN nhng li th th trng xt v mt di hn. Tm li, IMC l qu trnh qun tr gn lin vi chin lc pht trin, chuyn giao v i thoi mt cch nht qun v phi hp hi ho cc thng ip c ng nhn thc c cng nh nng cao gi tr ti sn thng hiu. 2.3. Cc c im ca IMC 2.3.1. Khch hng l trung tm: chuyn t m hnh 4P truyn thng sang m hnh 4C. - Sn phm => Nghin cu Nhu cu khch hng (Needs Customer) You can no longer sell whatever you can make. You can only sell what someone specially wants to buy.

10

Ngy nay, nh qun tr marketing phi nhn nhn khch hng nh mt tng th, phi hc cch thu ht tng khch hng theo ng nhu cu ca h. IMC c th hot ng c, doanh nghip cn phi gn b vi khch hng. H phi nhn din, hc hi, lm vic v lin kt vi khch hng mi lc v mi mc . Nguyn tc ch o ca IMC chnh l: gi tr ca sn phm s xy dng v duy tr s tin tng ca khch hng. - Gi c => Chi ph khch hng phi b ra (Cost) Understand the consumers cost to satisfy that want or need Cc nh marketing cn tm hiu ti sao vi mt s khch hng th gi c khng phi l tiu ch quan trng. Tin ch l mt phn ca chi ph v cn rt nhiu chi ph khng tnh bng tin nh thi gian, cc yu t tm l Chnh v vy, gi tr khng ch o lng qua tin bc, m phi qua s cm nhn ca mi khch hng. - a im => S thun tin (Convenience) Think convenience to buy Nh qun tr marketing cn phi hc cch bit khch hng trong tng khc on th trng mun mua nh th no v lm th no c mt ti ch p ng nhu cu ca h. - Truyn thng c ng => Truyn thng tch hp (Communication) The word in the 90s is communication Lng nghe kin ca khch hng l cha kho vng bn c hng. Doanh nghip cn bit cch tip cn vi khch hng thng qua cc knh truyn thng c th c, c bit l knh truyn thng hai chiu. 2.3.2. Bn sc doanh nghip Bn sc doanh nghip gip cho khch hng c th phn bit c doanh nghip m h la chn vi cc i th cnh tranh v cm thy tin tng vo doanh nghip ny c. Marketing theo nh hng v khch hng cn phi chp nhn nh ngha mi v marketing phi hp v b qua m hnh 4P trc y. 2.3.3. Thi mua khng cn bng vi hnh vi mua Doanh nghip cn phi nh gi c hnh vi ca khch hng ch khng ch l suy ngh ca h bi nhiu khi bn thn khch hng cng khng bit h s lm g tip theo. V vy, IMC l s din gii hnh vi khch hng theo cch m h nhn thy. Tuy nhin, nghin cu hnh vi khch hng khng th nh gi bng mt ln o lng m i hi mt qu trnh lu di v lp li. Phng php chung ca cc nh qun tr truyn thng marketing l bt u t nhn thc ca khch hng v cho rng nhn thc hnh thnh thi , nim tin v cui cng l hnh vi mua hng (da trn m hnh hiu qu phn cp (Hierarchical Model) ca Lavidge v Steiner (1967)). Trn thc t, y l mt phng php mt chiu v tuyn tnh: doanh nghip gi thng ip i vi hy vng n s c tip nhn v sau c gng o lng hiu qu thng ip. Tuy nhin thng ip ca ngi gi khng phi l thng ip duy nht trn th trng v rt kh bo m rng n c gi n NTD nh mong mun. a s DN vn cha quan tm n vic o lng hnh vi hin ti - kt qu ca chng trnh truyn thng. S pht trin vt tri ca ngnh cng ngh thng tin hin nay cho php cc nh marketing c th o lng c hnh vi NTD thng qua tp hp mu khch hng, marketing in t, knh truyn thng hai chiu tng tc v cc k thut chuyn su ca tip th trc tip. Nh m IMC tr nn c th thc hin c. Mc tiu quan trng ca IMC l tm hiu v nh gi cc hnh vi mua hin ti ca NTD. Nh qun tr marketing s bt u chui hiu qu truyn 11

thng phn cp t hnh vi, sau phn tch hnh vi nh kt qu ca truyn thng - th hin qua cc thay i t cam kt (gn b), to dng s lin kt vi thng hiu, thi v h thng danh mc thng hiu v sn phm.

Hnh 1.2: Chui phn cp hiu qu truyn thng da trn hnh vi Theo m hnh 1.2, hnh vi mua hng hin ti c gi l s trao i. mc cao hn trao i bn phn, khch hng s th hin cc gn b khc nh tm kim thng tin thm, tham kho cc kin c th c v thng hiu. Quan h thng hiu l cc lin kt trong qu kh ca khch hng c th c vi thng hiu hay sn phm. Nu khng tn ti mt mi quan h no c th o lng c, nh qun tr marketing s tp trung nghin cu thi gii thch hnh vi trc y ca khch hng. Thang o cui cng nhm mc ch tm hiu thng hiu v h thng nhn dng sn phm m khch hng pht trin lin kt vi thng hiu. 2.3.4. Xy dng gi tr thng hiu Mt trong nhng thch thc marketing hin i l gia tng nim tin ca khch hng ngay t trong nhn thc ca h, trc khi hnh vi mua din ra. Nh vy, doanh nghip phi bit cch em n cho khch hng ci m h tin vo cng ty, sn phm hay dch v v mi quan h ca h vi cc thng hiu ny. V tr duy nht m sn phm hay gi tr thng hiu thc s tn ti c l trong tr nh ca khch hng. Cc bin s marketing khch, nh mu m sn phm, gi c hay phn phi... u c th b i th bt chc li, ti s dng hay qua mt. Do , truyn thng l phng thc hp l nht thc hin c chin lc nh v ca DN. 2.3.5. Xy dng c s d liu marketing Xy dng h thng truyn thng tng tc ch c th thc hin c nh vo c s d liu marketing. Theo Schultz (1993), khi ngun d liu lun ch sn sng s dng th cng chnh l cha kho thnh cng ca IMC. Nu nh cc d liu v thi m marketing truyn thng vn s dng, gip tr li cu hi ci g xy ra th cc d liu v hnh vi thc s h tr doanh nghip trong vic trin khai mt chng trnh truyn thng marketing hiu qu. Cc cng ngh my tnh hin nay cho php chng ta c th tm hiu nhu cu, hnh vi ca khch hng, cc thi quen s dng truyn thng i chng ca h t chng ta c th lin h vi h d trn mt c s c nhn hn. C s d liu c th l cc d liu ti thiu v gii tnh, a l, tm l hay lch trnh mua bn. Ngoi ra, thng tin v thi nh phn loi h thng khch hng hay khch hng gn b vi sn phm m h s dng nh th no, l iu kin sng cn cho vic p dng phi thc IMC. Doanh nghip s thu oc d liu t khch hng v khch hng tim nng xy dng c s d liu khch hng, xy dng cc mi quan h cht lng vi khch hng v khch hng tim nng bng cch s dng cc c s d liu ny. C s d liu l trung tm ca IMC. iu ny c ngha l vic thu thp rt nhiu d liu v thng tin. D liu c lu gi li, kim tra v nh gi thng qua cc kiu phn tch d liu khc nhau. Qu trnh ny phn bit IMC vi cc phi thc truyn thng marketig truyn thng v chc nng. IMC bt u vi quan im t ngoi vo trong. Ni cch khc, IMC l c th hiu c NTD mun lm g hay lm g, gii thch c ti sao hnh vi ny li tn ti. T quan im ca IMC, hnh vi l tt c cc hot ng c th o lng thuc v khch hng hay khch 12

hng tim nng (1) va chuyn khch hng gn b sang mt quyt nh mua hng hoc (2) tng cng quan h i tc vi cc khch hng c. 2.3.8. Chuyn hng sang Marketing quan h Khi nim ny ch ra mi quan h gia ngi mua v ngi bn, v thng em li kt qu l s trao i thng tin v hng ho c gi tr. xy dng mt mi quan h vi khch hng thay v ch tp trung vo vic trao i, doanh nghip cn phi phi hp cc hnh thc truyn thng li xy dng mt phng thc thng nht, nhm mc ch pht trin mi quan h. iu ny c ngha l ch c nh vo IMC m quan h mi c xy dng v pht trin. 2.3.9. Phi hp chin lc marketing vi chin lc truyn thng Chin lc marketing bao gm c vic chn la khch hng mc tiu, phn on th trng v hoch nh sn phm. Cc thnh phn marketing phi hp khc nhau c trin khai cho mi loi khch hng mc tiu khc nhau. t trong mi quan h vi chin lc truyn thng, chin lc marketing sng to ra mt cch thc khc lin h v thng tin n khch hng nhm mc ch t c hiu qu v mc tiu chung ra.

3. Cc nguyn nhn dn n vic hnh thnh v pht trin IMC

C nhiu nguyn nhn gii thch ti sao cc nh tip th chung p dng phi thc IMC. Mt trong nhng l do cn bn l bn thn h nhn thc c gi tr ca chin lc tch hp cc chc nng truyn thng a dng thay v tin hnh thc hin chng mt cch ring r. Khi kt hp cc n lc chc nng truyn thng li vi nhau, cng ty s trnh c vic trng lp, ng thi khai thc c u im ca sc mnh ng hip lc gia cc cng c truyn thng, sau pht trin mt cch hiu qu cc chng trnh truyn thng marketing. Vic chuyn hng sang IMC cng cho thy cc nh tip th chp nhn phi thc ny nh mt cch i ph vi s thay i ca mi trng, c bit th hin s tn trng khch hng, vi cng ngh v truyn thng hn. Nhng thay i quan trng ang din ra v pha khch hng (v mt dn s, phong cch sng, s dng truyn thng v cc i tc mua bn). V d: truyn hnh cp v mi y l h thng truyn tin v tinh s ha gp phn m rng s lng knh pht hnh cho h gia nh. Mt vi knh chiu 24h lin tc cc chng trnh mua hng, mt s khc chiu trc tip khong 30 n 60 pht cc qung co c gi l cc thng tin thng mi, ging nh mt show truyn hnh hn l cc qung co n thun. Hng ngy ngi tiu dng lt web. Cc dch v trn mng nh America Online hay Prodigy cung cp thng tin v gii tr cng nh cc c hi mua hng v t hng/ dch v. Cc nh tip th ang p ng bng cch xy dng cc trang ch h c th a qung co sn phm v dch v trc tip tng tc v trao i hng ha. V d, khch du lch c th s dng site ca American Airlines AA.com chun b chuyn bay nh t v, phng khch sn, hay mua v hoc thu xe t. Ngay khi cc cng ngh mi cho php cc nh tip th c c nhng hnh thc mi tip cn vi khch hng, chng ang gy ra nhiu nh hng nht n truyn thng truyn thng. Tivi, i, bo ch, v tp ch ang b chia nh v ch tip cn c mt phn nh khch hng, c chn la. Theo mt cuc iu tra mi ca cc nh iu hnh qung co v xu hng ch cho ngnh cng nghip trong thp k mi xc nh cc phn on ca khch hng truyn thng khi p dng cc cng ngh mi, y l s pht trin quan trng nht. Thm vo , cc nh tip th hin nay ang phi i ph vi hai vn sau: mt l s lng khch hng truyn thng ang b gim i mt cch ng k, hai l NTD ang tr nn th hn vi qung co truyn thng. H nhn thy mt s NTD ang quay lng li vi qung co v mt mi do hng ngy b hng nghn thng ip khng b. Cc yu t ny i hi cc nh tip th phi tm kim cc phng thc thay th thng tin lin lc vi khch hng mc tiu. V d nh 13

cc nh tip th thng s dng nh v sn phm lng thng hiu vo cc shows truyn hnh v phim nh. Hng MGM/United Artists to ra nhng cnh quay c bit trong b phim James Bond Th gii cha gii thiu cc c tnh mi ca xe t BMW th thao dng Z8. BMW s dng on tht nt ca b phim qung co cho chin dch truyn thng cho loi xe mi ca mnh. Cc hot ng IMC chu nh hng ca cc thay i trong cch thc m cng ty cho hng sn phm v dch v trn th trng. Mt l do quan trng khc cho s pht trin vt bc ca phng php IMC lin quan n cc cuc cch mng ang din ra trong ngnh marketing, lm thay i cc nguyn tc ca marketing v vai tr ca cc hng qung co truyn thng. Sau y l mt s nt chnh trong cuc cch mng marketing: - S chuyn i ca marketing la t qung co sang cc hnh thc truyn thng khc nh khuyn mi, c bit l cc khuyn mi hng v NTD v thng mi. Mt s nh tip th nhn thy qung co truyn thng ang tr nn t hn v chi ph khng hiu qu. V vy, vic gi c cnh tranh leo thang trn mt s th trng l kt qu cc nh tip th tp trung cho vic tng ngn sch c ng khi khng ngng gim gi khuyn mi hn l u t cho qung co. - Chuyn dch t cc phng thc tp trung vo qung co, ch yu da vo cc truyn thng i chng nh h thng knh truyn hnh hay tp ch trong nc, sang hng gii quyt cc vn truyn thng. Mt vi cng ty chuyn sang cc cng c truyn thng gi thp hn, tp trung vo mc tiu tt hn nh t chc s kin, ti tr, gi mail tip th trc tip, xc tin thng mi v Internet h trin khai cc chin lc truyn thng marketing. - Chuyn i quyn lc trn th trng t cc nh sn xut sang cc nh bn l. Do s hp nht trong ngnh cng nghip bn l, cc nh bn l a phng b thay th cc knh phn phi vng, quc gia v quc t. Cc nh bn l quy m ang s dng quyn lc ca h i tin hoa hng cao hn v thm quyn li t pha cc nh sn xut, mt ng dng chuyn tin t qung co sang cc chuyn ngnh khc. - S tng trng v pht trin nhanh chng ca cc c s d liu marketing: mt s cng ty ang xy dng c s d liu lu gi tn khch hng, cc d liu v tui tc, a l v tm l tiu dng, cc i tc mua hng, s thch truyn thng, kh nng tn dng, v cc c tnh khc. Cc nh tip th ang c gng s dng cc thng tin ny cho khch hng mc tiu thng qua cc phng php tip th trc tip khc nhau nh bn hng qua in thoi, gi mail tip th, tr li trc tip sau qung co, thay v ch s dng cc truyn thng i chng nh trc. Nhng ngi ng h cho phng thc ny ni rng c s d liu marketing l yu t ng ch cho s pht trin v ng dng IMC hiu qu. - i hi trch nhim cao hn t pha cc hng qung co v thay i trong phng thc m cc hng nhn tin th lao: Mt vi cng ty ang chuyn hng sang h thng khuyn khch theo th lao cho cc hng qung co t nht l da trn mt s cc thang o lng khch quan nh bn hng, th phn v kh nng sinh li nhun. Vic ny gp phn lm cc hng qung co phi thc hn khi nh gi cc cng c truyn thng khc nhau v t tn km hn so vi cc phng tin truyn thng i chng. - S pht trin nhanh chng ca Internet ang lm thay i bn cht kinh doanh ca cc cng ty kinh doanh v phng php m h thng tin v tng tc vi khch hng. Cuc cch mng Internet l mt cuc i cch mng v khch hng trn mng ang gia tng mt cch nhanh chng. Internet l truyn thng tng tc v tr thnh mt

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phn tch hp ca chin lc truyn thng, v chin lc kinh doanh i vi mt s cng ty. Cuc cch mng marketing ang gy nh hng n mi ngi tham gia vo cc qu trnh marketing v c ng. Cc cng ty cng nhn thc rng h phi thay i phng thc h cho hng v c ng truyn thng sn phm v dch v ca h. H khng cn b g b vo mt cng c truyn thng ring bit no (v d nh qung co truyn thng), ng hn l h phi s dng cc phng php s dng quan h gip vic chuyn ti thng ip hiu qu hn cho khch hng mc tiu. Cc hng qung co tip tc ti nh v khi cho hng thm cc dch v khc, ngoi vic t vn v thuyt phc khch hng h c th qun l tt c hoc mt phn nhu cu truyn thng tch hp ca khch hng. a s cc hng u tha nhn rng thnh cng tng lai ca h ph thuc vo kh nng tm hiu v nm vng cc lnh a ca c ng v gip khch hng hoch nh v trin khai cc chng trnh truyn thng marketing tch hp. Trong mt thi gian kh di, khi ni n marketing l ngi ta ngh ngay n qung co. Qung co to nn c nhng hiu ng mnh m i vi NTD v d dng t c phm vi nh hng rng ln thng qua cc phng tin truyn thng i chng. Tuy nhin, gn y cc din thay i. Ngy nay, c qung co ln bn hng u khng cn gi v tr c tn nh kiu mt loi thuc cha bch bnh ca c ng truyn thng na. Vic chia nh th trng chung nh hin nay, qung co khng bo m tip cn c s lng ln khch hng, ngay c mt s t nhng DN c khi lng khch hng ln qung co cng ang tr nn qu t . Tng t, bn hng mc d lun c hiu qu tt c cc giai on ca qu trnh mua hng, chi ph cao cng gy cn tr cho vic s dng bn hng nh mt cng c c lc gia tng li nhun v ti sn thng hiu. Kiely (1993) ch ra 4 yu t gy nh hng trc tip n mi trng truyn thng marketing trong thp k va qua: - Yu t 1: cc phng tin truyn thng i chng b x l v s tng trng ca ngnh cng nghip gii tr b truyn hnh thng tr nh mt cng c qung co chnh. - Yu t 2: th trng chung cng b phn chia, cc nhm khch hng mc tiu dn dn b thay th bi cc phn on th trng chn la v s gia tng ca marketing mc tiu (niche) - Yu t 3: nh hng ca k suy thoi kinh t vn li d m, do chi ph dnh cho qung co b gim v kt qu l chuyn hng sang cc k thut qun l bn hng cho kt qu nhanh (nh khuyn mi bn hng) v cc k thut o lng d dng hn (nh tip th trc tip). - Yu t 4: cc knh phn phi ch o gia tng quyn lc ca h thng qua h thng c s h tng, bao gm c vic nh hng n vic phn b cc ngun qung co v khuyn mi. Do , Kiely cho rng vic quan tm n IMC ch yu l mt phn ng ca doanh nghip p li nhng nghi ng v hiu qu ca truyn thng marketing hin i, c bit cho thy cc hot ng khng lin kt vi nhau s dn n vic phn tn chin lc lng ph v khng hiu qu. Garber (2002) b sung quan im ca Kiely khi xc nh 5 l do chnh gii thch ti sao IMC thu ht c s ch ca cc doanh nghip hin nay: - Vic phn chia cc truyn thng i chng hin nay gy kh khn cho vic ph kn phn on khch hng mc tiu vi tp hp n gin cc cng c truyn thng; - Cnh tranh gia tng dn n marketing vi m, lin quan n marketing c nhn v c bit ha khch hng theo xc nh cc phn on NTD hp v c bit s tr thnh mc tiu ca DN;

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- Gia tng marketing quan h, biu hin qua vic thnh lp cc mi quan h lu di vi khch hng v nh phn phi, i hi nhiu loi hnh truyn thng su hn to ting vang vi s am hiu su sc hn v NTD v cc nhu cu ca h; - Tm kim truyn thng c tnh sn xut cao hn dn dt cc n lc marketing nhm t c hiu qu truyn thng marketing phi hp cao hn; - S pht trin ca Internet, c xem nh mt phng tin truyn thng mi c kh nng b sung v thay th cc truyn thng c in, iu ny buc cc nh qun tr phi xem xt li cc yu t truyn thng c ng phi hp ca h 3.1. Cng ngh v Internet Cng ngh chm n tt c cc mt ca cuc sng hin nay mt cch nhanh chng hn, thng minh hn v nng ng hn. Khi m thng mi in t ang ngy cng gia tng, Internet to ra cc m hnh kinh doanh trn mng v cho hng theo cch r rng nht c th. Tnh r rng ny bt ngun t hai nguyn nhn sau: u tin, li th cnh tranh ca cng ty ang b gim dn. Sn phm v cng ngh, nu hi trc l duy nht th nay c th ti sn xut ngay trong thng, v dch v c th copie li ngay trong ngy, thm ch trong gi. Th hai, site web gi vai tr l ngun thng tin quan trng trong k nguyn s ha hin nay, v th tnh khng nht qun ca thng ip truyn thng s d dng b pht hin ra. Nu thng ip hin ti khng thng nht vi sn phm hay dch v cho hng, thng hiu ca cng ty s b e da. Cng ngh s dng mng Internet khng ch gp phn nng cao kh nng cnh tranh ca doanh nghip trn th trng khi cung cp mt khung hot ng rng hn cho vic thc hin chin lc cnh tranh, m cn trao quyn lc ca thng tin vo tay NTD. Hin nay, NTD c nhiu thng tin hn v cng i hi nhiu hn. NTD c kh nng t tm kim thng tin v c tnh sn phm, cho hng ca i th cnh tranh v so snh gi c. Khi cng ngh em li nhiu quyn lc hn cho i th cnh tranh v NTD, th doanh nghip cng s s dng chnh cc cng ngh to ra cc nguyn tc thc hin IMC cho cc mc khc nhau. C ch truyn thng hai chiu s hiu qu hn v vn hnh tt hn. Vic s dng cng ngh h tr cho khi nim IMC s gip DN nng cao kh nng p ng cc mong i ca khch hng v ginh c nhng li th cnh tranh ni tri. Pht trin cc cng ngh truyn thng mi lm gim quyn lc ca cc truyn thng truyn thng. iu ny to nn mt khu vc truyn thng a dng. Thm vo , s pht trin cc c s d liu khch hng, thay i theo nhu cu v th hiu ca NTD, theo mong mun ca khch hng cng gp phn c lc cho vic trin khai cc chin lc marketing hiu qu v hiu sut chi ph tt hn. Theo Schultz, cuc cch mng cng ngh, c bit l trong lnh vc truyn thng dn n vic hnh thnh IMC v cc khi nim nh tnh ng nht, ng thi i hi cc m hnh tuyn tnh ca truyn thng marketing u cn phi c xem li. ng xut l cc nh th trng phi suy ngh li cch truyn thng marketing hiu qu khi tr li cu hi qung co lm g thay cho cu quen thuc NTD lm g vi qung co v vi cc hnh thc khc ca truyn thng marketing. 3.2. Ton cu ha Nu cng ngh gp phn tng cng trao i gia doanh nghip vi khch hng th cc gii hn a l ca thng mi cng ang dn dn bin mt nh vo qu trnh ton cu ang gia tng hng ngy. Ton cu ha, c v cng ngh ln c cu, ang lin kt cc DN t khp ni trn tri t li vi nhau. Ton cu ha ang tr thnh mt xu hng tt yu, nh vo s dn dt ca cc cng ty a quc gia v s gia tng ca cc tha thun thng mi quc t. Mc cht ch cao v tnh kt ni ton cu to nn nhu cu cho cc chin lc truyn thng ton cu. V cc nn vn ha, cc tng, xu hng v kinh t l tng kt hp li vi nhau, cho nn chin lc ng 16

sau cc cng ty ton cu phi thng nht trn phm vi ton th gii. Tuy nhin, cng ty khng th b qua cc c tnh ring bit ca cc nn vn ha khc nhau. Cc nh phn tch gi l ton cu ha, cng ty cn phi c gng a phng ha mt cch ton cu. Trong iu kin ny, nhim v ca truyn thng marketing l to nn cc thng ip d hiu v thng nht. Vic s dng cc phng tin truyn thng khc nhau cn phi c hoch nh nh l mt chin lc tch hp. 3.3. Tm quan trng ca hnh nh thng hiu Tri vi kiu kinh doanh truyn thng trc y, th trng hin nay to nn cc gi tr cao hn cho nhng ti sn v hnh. Cc cng ty ln nh Microsoft, Coca-cola v McDonald u t nhiu hn cho cc ti sn v hnh, hn l u t cho cc sn phm phn cng hoc c s vt cht. Tm quan trng ca ti sn thng hiu gia tng v khi ti sn thng hiu tng ln cng ko theo lng trung thnh ca khch hng tng ln. Chnh v th cc gi tr ca tn thng hiu cng l mt cha kha ca thnh cng marketing. Cc nh qun tr bit nh vy v h c gng t c hai mc tiu tri ngc nhau: t c s lng bn hng ln v xy dng mt hnh nh thng hiu mnh. Cch thc t c cc mc tiu ny c gi l IMC. Theo mt cch nhn tiu cc hn, IMC ch oc xem l mt ci mt nht thi ca cc nh qun tr. Tuy nhin, nhng ngi h tr quan im IMC ch ra rng nhng thay i trn th trng hin nay baw doanh nghip phi p dng kiu chin lc marketing phi hp ny. Mi trng kinh doanh i hi phi trang b mt c s d liu v khch hng c k hoch v c qun l cht ch, mt phng php tp trung hng v khch hng nghin cu khch hng hin ti cng nh khch hng tim nng, v mt phng php tm l dnh cho bn hng. ng nhn mnh vic nh th trng phi kt hp cc k thut th trng vi cc phng php IMC mi bo m thnh cng. Kitchen v Schultz cng nhn thy cc ch trch IMC vn cn thiu st, v s gia tng trong phn on th trng, marketing mc tiu v niche marketing i hi lin quan n vic chia nh cc phng php truyn thng. Thm vo , Schultz gii thiu cc thay i mi trng th trng theo NTD tch hp truyn thng marketing ngay c khi nh th trng v hng lm hay khng lm. Dng truyn thng cn thit phi c t chc theo hng NTD v h khng th ph thuc lu di vo cc nh th trng cung cp thng tin. Hin nay, NTD c th v s hi thng tin v sn phm m h c nhu cu hoc mong mun v c th ra cc quyt nh ph hp vi h. Nh th dng IMC t quan im mi ny p ng nhu cu NTD hn l p ng y nhng mong mun ca nh qung co. Chnh v th, IMC l xu hng kh trnh khi. Qu trnh pht trin ca IMC IMC pht trin Ngun t sang. nh hng chin thut nh hng chin lc Schultz 2004, McArthur & Griffin 1997 Duncan 2002 a phng Ton cu Kitchen & Schultz 2003 Pht trin ni tri Pht trin truyn thng ch o Kitchen & Schultz 2003 T trong ra ngoi T ngoi vo trong hng theo Kitchen & Schultz 2003 khch hng Hnh thc qun tr Lun thuyt qun tr mi Schultz & Kitchen 1997 2000 Lun thuyt mi Gii thiu mt thay i ca lun Gould 2004 thuyt Cho thy khong cch Cho thy tp hp hu c cu ca Gould 2004 emic - etic thc tin v tranh lun KH y l g Cn lm nh th no Schultz & Kitchen 1997 17

a s cc khi nim c M hnh nhiu giai on kt hp Swain 2004 bn ca phi hp tt c s tp trung vo tt c cc quan truyn thng ca DN h vi khch hng Ch l mt qu trnh truyn Gn lin vi qun tr v thng Kitchen 2004 thng hiu Ni tm li, ng hip lc l c tnh ni tri ca IMC, cho thy hiu qu kt hp ca rt nhiu cc hot ng truyn thng marketing s ln hn tng s hiu qu truyn thng ring bit. Tuy nhin, ngay c khi mt s cc nh nghin cu v doanh nghip tha nhn IMC l li th cnh tranh ch o ca marketing, th theo Fill (2002), IMC cng bc l mt s im yu. Bng tng kt di y s ch ra cc u nhc im ca IMC. u nhc im ca IMC u im ca IMC To c hi gim chi ph truyn thng v nh gi li ngn sch C kh nng to ra hot ng ng nht v truyn thng hiu qu hn C th to ra li th cnh tranh thng qua nh v r rng Khuyn khch pht trin phi hp thng hiu vi cc thnh vin bn trong v bn ngoi cng ty Gia tng mc tham gia v ng c ca nhn vin Gip nh gi li chin lc truyn thng Nhc im ca IMC Khuyn khch m hnh tp trung v cc quy trnh hnh thc v quan liu i hi phi tng thm thi gian tm kim s ng thun ca tt c cc thnh phn tham gia Khuyn khch cc thng ip n l v khng ng nht Xu hng chun ho cn phi ph nhn hoc khng nhn ra cc c hi sng to

Thng hiu ton cu b b hp trong vic phi p ng ni a C tim nng ph hng ton b danh ting ca thng hiu nu khng c qun l ng mc v ng cch i hi s thay i trong vn ho v tiu im C th dn n kh nng l khng mt h hng v khch hng mnh hn thng cc hng n l no c th tip cn vi tt c cc ngun kinh nghim ca truyn thng To mt tiu chun cho s pht trin ca cc hot ng truyn thng C th dn n vic gim s lng h tr thng hiu Mt trong nhng kh khn lin quan n vic trin khai phng php tch hp l vn o lng kt qu tch hp. im khc nhau cn bn gia IMC vi cc hot ng chc nng truyn thng (c bit l qung co truyn thng i chng) ch IMC phi gy nh hng n hnh vi ca khch hng mc tiu. iu ny khng c ngha l cc hot ng chc nng nh qung co, xc tin bn hng, tip th trc tip hay quan h cng ng khng gy nh hng n hnh vi NTD. Trn thc t, cc hot ng ny u c th lm c iu ny, c bit l tip th trc tip v xc tin bn hng. im phn bit chnh y l IMC c ln k hoch, trin khai, thc hin v nh gi vi mt loi hnh vi c th no c th gy nh hng n qu trnh mua hng hin ti v tng lai.

4. Cc cng c truyn thng ca IMC

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Kt hp cc phng tin truyn thng trong mt chin dch hp l, cn bng th s mang li nhiu hiu qu hn. Cc chng trnh truyn thng tch hp rt c ch cho cc chin dch vi ngn sch t i. Do nh hng ngy cng tng, cc chng trnh tch hp cng mang li hiu qu cho cc nn kinh t km pht trin. Truyn thng c ng c nh ngha l s phi hp tt c cc n lc ban u ca ngi bn hng nhm xy dng cc knh thng tin v thuyt phc bn c hng ha/ dch v hoc xc tin qung b mt tng. Khi tin hnh truyn thng ngm n thng qua cc yu t nhn t ca marketing mix, gn nh tt c chc nng truyn thng trong doanh nghip vi th trng u tham gia nh l mt phn ca mt chng trnh truyn thng c ng c k hoch v kim sot cht ch. Cc cng c truyn thng c bn c s dng t c mc tiu truyn thng m doanh nghip ra thng c gi l truyn thng c ng phi hp (xem hnh di y).

4.1. Truyn thng qua cc phng tin thng tin i chng 4.1.1. Qung co Qung co c nh ngha l tt c cc hnh thc truyn thng gin tip nhm khuch trng mt doanh nghip, sn phm, dch v hay tng do mt ngi ti tr c xc nh tr tin. Thut ng phi tr tin trong nh ngha trn cho thy mt iu l khng gian hay thi gian cho mt thng ip qung co thng phi c mua. Ch c mt trng hp ngoi l l dch v qung co cng (public service announcement PSA) v khng gian v thi gian qung co c cc hng truyn thng tng min ph. Thut ng gin tip cho thy qung co s dng cc phng tin thng tin i chng (v d nh TV, i, bo, tp ch...) chuyn ti mt thng ip n mt nhm ng khch hng, thng l vo cng mt lc. Bn cht gin tip ca qung co th hin ch thng th khng c c hi no cho vic nhn phn hi ngay lp tc t pha ngi tip nhn thng ip (ngoi tr phn hi trc tip qung co). Chnh v th, trc khi gi thng ip i, nh qung co phi nh gi xem c bao nhiu khch hng s xem qung co v bao nhiu ngi s tr li li. Qung co l mt hnh thc truyn thng c ng ph bin nht v cng gy nhiu tranh ci. y cng l mt cng c truyn thng rt quan trng, c bit vi nhng cng ty sn c phm v dch v hng n nhng th trng i chng. Hn 200 cng ty M hng nm b ra hn 100 triu la cho qung co. C rt nhiu l do gii thch ti sao qung co ng mt vai tr quan trng trong phi thc truyn thng c ng phi hp. Th nht, y l mt phng thc chi ph hiu qu truyn thng n mt lng khch hng ln. V d, trung bnh 30 giy qung co trn bn knh truyn hnh chnh vo gi cao im c th t ti 10 triu khn gi. Chi ph cho mt nghn khn gi tnh ra vo khoang 14 la. Qung co c s dng gy dng hnh nh v biu tng cho mt doanh nghip hay thng hiu. y l nhng nhn t c kh nng gip cng ty bn sn phm v dch v m khch hng kh c th phn bit chng trn th trng nu ch cn c vo cc c tnh chc nng.

19

V d nm 1980, Absolut s dng qung co sng to nh v ru Vodka nh l mt ung hp mt, snh iu v khc bit vi cc thng hiu khc. Chin lc qung co tp trung nhn mnh vo hai c tnh duy nht ca sn phm: tn ru Absolut v hnh dng c bit ca chai ru. a s cc qung co in giy trong chin dch u c thit k c bit ty theo tng loi tp ch hay vng m Absolut c gii thiu. Chin dch qung co ny c coi l mt trong nhng chin dch thnh cng nht trong lch s qung co, bin thng hiu Absolut tr thnh t chung ch cc loi ru vodka nhp khu. Trong khi cc hng khc b gim 40% s lng hng bn ra trong 15 nm qua th Absolut li tng 10% v thng hiu chim khong 70% th trng M.

-Th hai, mt u im khc ca qung co l kh nng a ra nhng p ng ph hp vi ngi tiu dng khi to ra s khc bit, cc cng c truyn thng khc kh lm c iu ny tt bng qung co. Cc chin dch qung co rng ri / i chng thu ht s ch ca NTD v c th gip tng s lng bn hng. Cc chin dhc ny i khi cng gy nh hng n s thnh cng ca chng trnh truyn thng marketing. Bn cht v mc ch qung co rt khc nhau gia cc ngnh cng nghip cng nh trong cc hon cnh khc nhau. Mc tiu m cc n lc qung co ca doanh nghip hng n thng rt a dng, cng ging nh vai tr v chc nng ca qung co trong cc k hoch marketing. Doanh nghip qung co ny th mun c cu tr li hay phn ng ngay lp tc t pha khch hng, nhng mt doanh nghip qung co khc li mun tng cng nhn thc hay hnh nh tch cc v sn phm hay dch v trong mt thi gian cng lu cng tt. Cc nh tip th qung co cho th trng ngi tiu dng bng cc qung co quc gia, qung co a phng/ qung co l c th kch thch cu c bn hoc cu chn lc. i vi cc th trng doanh nghip, h phi s dng cc qung co doanh nghip, qung co chuyn ngnh v qung co thng mi. Cc thut ng ny s c lm gii thch r hn trong bng di y. Phn loi qung co Qung co cho Qung co quc Do cc tp on hoc cng ty ln lm ra qung b th trng NTD gia trn c nc hoc gn ht cc tnh thnh. Phn ln qung co ca cc cng ty hay thng hiu ni ting s c chiu trong gi cao im ca i truyn hnh hay trn cc knh truyn thng ch o ca a phng. y l v d v qung co quc gia. Mc ch ca cc cng ty qung co ton quc l thng tin hoc nhc nh NTD v cng ty hoc thng hiu vi cc c im, doanh thu, cc li im hoc s dng sng to hay nng cao hnh nh doanh nghip NTD c thin ch mua hng. Qung co l/ Qung co do cc nh bn l hay cc doanh nghip a qung co a phng lm ra khuyn khch NTD i mua hng, s phng dng dch v a phng, hoc bo tr cho mt t chc. Cc qung co l hay a phng c xu hng tp trung vo cc ng c bo tr nh gi c, gi pht hnh, dch v, bu khng kh, hnh nh hoc cc hng ha i km. Cc nh phn phi l th chu trch nhim phn lu chuyn hng ha, cho nn cc hot ng khuyn mi ca h thng di hnh thc qung co trc tip nhm to 20

nn dng lu chuyn hng v bn hng ngay lp tc. Qung co theo Qung co theo cu c bn nhm mc ch kch thch cu c bn vi cu cho cc loi sn phm thng dng hoc cho ring qung co theo mt ngnh cng nghip. Qung co theo cu la chn tp cu chn la trung vo vic to cu cho mt thng hiu ring. a s cc qung co cho sn phm v dch v lin quan n tng cu chn la v nhn mnh vo cc l do mua hng ca mt thng hiu ring no . Nh u t qung co phi tp trung vo vic kch thch cu c bn khi, v d nh, thng hiu ca h chim lnh th trng v doanh thu li nhun t th trng chung u tng. Qung co theo cu c bn thng c s dng nh mt phn ca chin dch truyn thng c ng gip cho sn phm mi c th trng chp nhn, bi v vic lm cho NTD bit n khi nim sn phm cng kh nh l qung b mt thng hiu ring bit. Hip hi cc doanh nghip thng mi cng ang c gng kch thch cu c bn cho cc sn phm thnh vin nh hng dt may, sa, nc hoa qu,... Qung co cho Qung co t Qung co nhm n nhng c nhn c th mua hng th trng doanh doanh nghip n hoc gy nh hng n quyt nh mua hng ha hoc nghip v doanh nghip dch v cng nghip cho cng ty ca h. Hng cng chuyn ngnh B2B nghip l cc sn phm m mt sn phm ny s tr thnh mt phn nguyn liu ca sn phm khc (sn phm th hay cc b phn cu thnh), c s dng d sn xut ra cc sn phm khc (my mc), hoc l c s dng gip cng ty tin hnh cng vic kinh doanh (cc sn phm vn phng, my tnh). Cc dch v kinh doanh nh bo him, du lch hay sc kh cng nm trong loi sn phm hng ha ny. Qung co Qung co hng n khch hng chuyn ngnh nh bc chuyn ngnh s, lut s, nha s, k s hay gio vin ging dy khuyn khch hok s dng sn phm ca cng ty trong cng vic ca h. Qung co Qung co hng dn thnh vin trong knh marketing thng mi nh nhn vin bn hng, nh phn phi v cc nh bn l. Mc ch l khuyn khch cc thnh vin knh phi bit tr hng, khuyn mi v bn li cho cc nh sn xut sn phm cho khch hng. 4.1.2. Khuyn mi hay Xc tin bn hng Bin s tip theo ca c ng phi hp l xc tin bn hng, thng c nh ngha l cc hot ng marketing cung cp cc gi tr gia tng hoc cc hnh thc khuyn khch cho lc lng bn hng, phn phi hay NTD cui cng v c th thc y s lng bn hng ngay lp tc. Xc tin bn hng thng c chia ra lm hai loi ch yu sau: hot ng hng n khch hng v hng n trao i thng mi.

21

- Xc tin bn hng hng n NTD l nhm vo ngi s dng cui cng ca mt sn phm hay dch v v bao gm cc phiu gim gi, phiu thng, gim gi, cuc thi trao gii, v cc vt liu khc nhau ti a im bn hng. Cc cng c c ng ny khuyn khch NTD mua ngay lp tc v sau c th gia tng lng bn hng trong thi gian ngn. - Xc tin bn hng hng n thng mi nhm vo cc trung gian marketing nh nhn vin bn hng, phn phi v nh bn l. Quyn hn c ng v bun bn, cc v gim gi, bn hng qua cc cuc thi, v cc trin lm thng mi cng l cc cng c c ng c s dng khuyn khch thng mi lu tr v xc tin sn phm ca cng ty. Ti cc cng ty sn xut hng ha c bao b, xc tin bn hng chim khong 60 n 70% ngn sch c ng. Nhng nm gn y, mt vi cng ty thay i khi tp trung vo chin lc khuyn mi t qung co sang xc tin bn hng. Nguyn nhn ch yu l do s gim st lng trung thnh khch hng i vi thng hiu v nhy cm ca NTD gia tng i vi cc chin dch khuyn mi. Mt nguyn nhn quan trng khc l cc nh bn l tr nn mnh m hn, quyn lc hn v ang i hi nhiu h tr xc tin thng mi t pha cng ty. Khuyn mi/ c ng v xc tin bn hng l hai thut ng thng c s dng d gy nhm ln trong lnh vc qung co v marketing. Cn ghi nh, khuyn mi l mt nhn t ca marketing nh hng thng tin vi khch hng ca h. Trong bao gm cc yu t ca truyn thng c ng phi hp. Tuy nhin, nhng chuyn gia marketing v qung co s dng thut ng ny mc hp khi gn khuyn mi vi bn hng coi y l cc hot ng xc tin bn hng i vi c NTD hay thng mi (nh bn l, nhn vin bn hng). Trong mt s trng hp khc, c ng c s dng theo ngha rng ch cc hot ng truyn thng marketing ca mt doanh nghip. 4.1.3. Quan h cng ng Mt yu t quan trng khc trong truyn thng c ng ca doanh nghip l quan h cng ng/ hay thng tin i chng. Thng tin i chng ch cc truyn thng gin tip v doanh nghip, sn phm, dch v hay mt tng m mt nh ti tr nht nh khng phi tr tin trc tip. 4.2. Truyn thng qua knh c nhn 4.2.1. Tip th trc tip Mt trong cc lnh vc pht trin nhanh nht trong nn kinh t M l tip th trc tip, theo doanh nghip thng tin trc tip vi khch hng trng tm to ra cu tr li v/ hoc s trao i. Theo truyn thng, tip th trc tip khng c nhn nhn nh mt thnh phn ca truyn thng c ng phi hp. Tuy nhin, v tip th trc tip ang tr thnh mt phn tch hp ca chng trnh IMC trong mt s doanh nghip v thng ko theo cc mc tiu, ngn sch v chin lc khc nhau nn hin nay tip th trc tip c coi l mt b phn ca truyn thng c ng phi hp. Tip th trc tip khc vi mail tip th v tp ch t hng. iu ny i hi cc hot ng a dng, bao gm qun tr c s d liu, bn hng trc tip, bn hng qua in thoi v qung co phn hi trc tip thng qua gi mail, Internet v cc phng tin truyn thng i chng. Mt s cng ty nh Tupperware, Discovery Toys v Amway khng s dng cc knh truyn thng khc, da trn cc nh hp ng c lp bn hng trc tip cho NTD. Cng ty nh L.L. Bean, Lands End v J. Crew p dng thnh cng tip th trc tip bn hng ha may mc. Hng my tnh Dell v Gateway cng th nghim mc rng trong ngnh cng nghip my tnh bn sn phm trn gi ca my tnh c nhn thng qua tip th trc tip. Mt trong nhng cng c ca tip th trc tip l qung co phn hi trc tip, tc l khi sn phm c qung co khuyn khch NTD trc tip mua hng ca nh sn xut. Theo 22

thng l, mail trc tip l din n u tin dnh cho qung co phn hi trc tip, do tivi v bo ch tr nn cc phng tin truyn thng ngy cng quan trng. Qung co phn hi trc tip v cc hnh thc khc ca tip th trc tip ang tr nn ngy cng ph bin t hai thp k qua, ch yu nh vo vic thay i phong cch sng, c bit l vic gia tng thu nhp ca cc h gia nh. iu ny c ngha l thu nhp th tng nhng thi gian i mua hng li gim. Cc th tn dng hay cc s in thoi min ph cng to iu kin cho vic mua hng t phn hi trc tip qung co. Mi gn y, s pht trin nhanh chng ca Internet cng gp phn thc y tip th trc tip. Vic ph hp gia mua hng qua catalog hay tren site web ca doanh nghip v sau gi n t hng qua email, in thoi hoc trn mng ang dn n s gia tng mnh m ca tip th trc tip. Cc cng c tip th trc tip v k thut cng c s dng cng ty phn phi sn phm ca h thng qua cc knh phn phi truyn thng v i ng bn hng ca h. Tip th trc tip ng vai tr to ln trong mt chng trnh truyn thng marketing tch hp ca cc cng ty sn xut hng ha v NTD v cc nh tip th doanh nghip vi doanh nghip. Cc cng ty ny rt nhiu tin hng nm pht trin v duy tr c s d liu, lu gi a ch v s in thoi ca khch hng hin ti v khch hng tim nng. H s dng in thoi hng dn trc tip khch hng v c gng bn cho h sn phm v dch v hay o to h nh nhng nhn vin bn hng. Cc nh tip th cn gi cc mail tip th, lc u ch l cc th tip th n gin, sau l cc tp ch, tp san, catalog chi tit hay cc bng video thng tin cho khch hng tim nng v sn phm v dch v. Cc k thut tip th trc tip cng c s dng phn phi cc hng mu hay tip cn khch hng mc tiu ca cc thng hiu cnh tranh. 4.2.2. Bn hng Bn hng l hnh thc truyn thng trc tip gia ngi vi ngi theo ngi bn c gng h tr v/hay thuyt phc khch hng tng lai mua sn phm v dch v ca cng ty hoc v mt tng no . Khng ging nh qung co, bn hng c nhn i hi lin h trc tip gia ngi mua v ngi bn, hoc l gp mt trc tip, hoc thng qua mt vi hnh thc truyn thng t xa nh bn hng qua in thoi. S tng tc ny em li cho cc nh tip th truyn thng tnh linh hot: ngi bn c th nhn thy hoc nghe phn ng ca khch hng tim nng v s thay i thng ip cho ph hp. Truyn thng c nhn, c bit ha trong bn hng c nhn cho php ngi bn iu chnh thng ip i vi nhu cu hay hon cnh c bit ca khch hng. Bn hng cng i hi phn hi ngay lp tc v chnh xc v nh hng ca bn hng c th tip cn thng qua phn ng ca khch hng. Nu l mt phn ng nghch, nhn vin bn hng cn phi thay i thng ip. N lc bn hng cn phi c nhm n cc th trng c bit no v loi khch hng l ngun tim nng tt nht cho sn phm v dch v ca cng ty. 4.3. Truyn thng tng tc 4.3.1. Truyn thng qua Internet, truyn thng tng tc Thin nin k mi bt u, chng ta ang tri qua nhng thay i cch mng v nng ng nht ca lch s marketing. Nhng thay i ny chu tc ng ca s pht trin cng ngh, dn n s tng trng ng kinh ngc ca truyn thng tng tc, nh vo Internet. Truyn thng tng tc cho php dng thng tin qua li ngi s dng c th tham gia vo hay thay i hnh thc v ni dung thng tin khi h nhn c. Khng ging nh cc hnh thc truyn thng marketing c in nh qung co vi bn cht l truyn thng n chiu, hnh thc truyn thng mi cho php ngi s dng c th thc hin nhiu chc nng khc nhau nh nhn v thay i thng tin, hnh nh, ghi li cc phn hi, tr li thc mc v tt nhin l khuyn khch mua hng. i km vi Internet, cc loi hnh khc ca truyn thng tng tc bao gm CD-ROMs, 23

quy bn hng, v truyn hnh tng tc. Tuy nhin, truyn thng tng tc c nh hng ln nhtt n marketing chnh l Internet, c bit thng qua thnh phn c bit di tn gi World Wide Web (www). Trong khi Internet ang thay i phng thc cc cng ty hoch nh v trin khai ton b chin lc marketing v kinh doanh ca h, th n cng gy nh hng n chng trnh truyn thng marketing. Hng nghn cng ty, t nhng tp on hng mnh a quc gia n cc hng nh a phng u xy dng mt website ring cho h qung b khuyn mi sn phm v dch v, phc v thng tin cho khch hng hin ti v khch hng tim nng, ng thi duy tr v tng tc trc tip vi khch hng ca h. Vin cnh ni bt cho Internet l n s tr thnh mt phng tin qung co, khi m ngy cng nhiu cc doanh nghip qung b sn phm v dch v trn cc websites ca cc cng ty hoc doanh nghip khc. Hin nay, Internet ang l phng tin truyn thng c s dng tin hnh trin khai tt c cc yu t ca c ng phi hp. Bn cnh qung co trn Internet, cc nh tip th tng cc khuyn mi mua hng nh phiu gim gi, cuc thi, v c cc trn mng. H s dng Internet tin hnh tip th trc tip, bn hng c nhn, quan h cng ng mt cch hiu qu v hiu sut hn. Khi Internet l phng tin c ng, n cng c nhn nhn nh mt phng tin truyn thng marketing. Do bn cht tng tc, Internet l phng thc rt hiu qu truyn tin vi khch hng. Mt s doanh nghip tha nhn u im truyn thng trn mng v ang pht trin cc chin lc web v thu cc hng qung co trn mng chuyn nghip xy dng websites v coi y cng l mt phn ca chng trnh truyn thng marketing tch hp. Tuy nhin, cc cng ty ang s dng Internet hiu qu tch hp chin lc web vi cc thnh phn khc ca chng trnh IMC.
Mt trong nhng v d in hnh v thnh cng ng dng Internet l chin dch qung co Whatever ca hng Nike, qung co ginh c gii thng ca nm cho loi giy th thao Air Cross Trainer II. Qung co Nike ghi hnh mt vn ng vin in kinh ang trong tnh trng nguy kch, v vo nhng giy cui cng ca qung co, xut hin dng ch whatever.nike.com trn mn hnh. Khi khch hng vo website ca hng, h c th chn 6 hoc 7 qung co khc nhau, c cc thng tin v th thao v vn ng vin, hoc mua giy. Chin dch tch hp t ra rt hiu qu khi dn dt ngi xem n trang ch Nike v site whatever.nike.com c lm ra c bit cho chin dch. Chin dch Whatever cng hiu qu nu xt theo tiu chun bn hng, v gip cho loi giy Air Cross trainer II tr thnh loi giy th thao bn chy nht ngay sau khi tung ra qung co.

4.3.2. Hng dn khch hng qua in thoi cha dch

u nhc im ca cc phng tin truyn thng chnh

Phng tin truyn thng Qung co u im Cng c quan trng trong cc giai on u tin ca m hnh tr li phn cp. Nh vo kh nng gii thiu mt cch rng ri, tnh thuyt phc v tnh biu t cao, cc chin dch qung co gip DN c th Nhc im Qung co r hn xc tin bn hng nhng li t hn quan h cng ng v i khi gy nn nhng thi tiu cc cho khch hng (nhm chn, gin d, nghi

24

Xc tin bn hng

Quan h cng ng

Tip th trc tip

nng cao thc ca NTD v sn phm, thng hiu hay DN. Qung co cng gp phn xy dng thnh cng hnh nh thng hiu di hn Chin dch xc tin bn hng l mt li mi mua hng ring bit ca cng ty. Loi chng trnh ny thng i km mt s cc nhn t kch thch mua hng nh gim gi, qu tng min ph, vv. Thng c s dng khi tung sn phm mi ra th trng hay khi bn hng ngng chm. Cc c im chnh ca QHCD l tnh to s tin tng cao. Ngi xem chp nhn chin dch PR nh l cc thng tin hn l cc pht hnh phi tr tin. chnh v th m h tin tng vo cc thng ip ca PR. Phng php ny da trn c s d liu cha tn v c im ca cc khch hng tim nng. Kt qu l tip th trc tip s to ra cc kh nng tt hn tip nhn thng ip. Vic la chn khch hng mc tiu chnh xc hn cng nh vic o lng hiu qu ca cc chng trnh c s d liu.

ng)

Hiu ng ca xc tin bn hng thng ch mc ngn hn v khng xy dng s yu thch thng hiu lu di

khng phng v mang tnh phng i, thi phng. Vn c bn ca chin dch PR l mc kim sot thp i vi vic truyn thng ci g, u v khi no. Phng tin truyn thng ny i hi chi ph t nht, trong bi cnh khch hng ri b sn phm nhanh chng nh hin nay

5. Qun tr truyn thng c ng

Trong qu trnh trin khai chin lc IMC, mt cng ty phi kt hp cc yu t truyn thng c ng li vi nhau, so snh tng u nhc im ca tng yu t, xy dng mt chin dch truyn thng c ng hiu qu. Qun tr truyn thng c ng i hi s phi hp ca cc yu t truyn thng c ng li vi nhau trin khai mt chng trnh truyn thng marketing tch hp c kim sot mt cch hiu qu. Nh lm th trng phi bit nh gi xem cng c truyn thng c ng no s cn phi a vo s dng v lm th no phi hp chng li t c cc mc tiu marketing v truyn thng ra. Cng ty phi i din vi nhim v phn b tng ngun ngn sch cho cc yu t truyn thng c ng. Bao nhiu phn trm ca ngn sch m h s phn b cho qung co, xc tin bn hng, Internet, tip th trc tip v bn hng c nhn? Cc cng ty phi xem xt nh gi cc yu t trong khi trin khai chng trnh IMC ca h, bao gm cc loi sn phm, th trng mc tiu, qu trnh ngi mua ra quyt nh, cc giai on ca vng i sn phm v cc knh phn phi. Cng ty bn hng ha v dch v cho ngi tiu dng thng da trn qung co trn cc phng tin thng tin i chng thng tin vi khch hng cui cng. Cc nh th trng cng nghip nh Honeywell cng s dng qung co hon thin cc chc nng quan trng nh xy dng nhn thc v cng ty v sn phm, tng cng i ng bn hng v thc hin cam kt vi khch mua hng. Tri li, bn hng c nhn ng vai tr quan trng trong vic thc hin marketing sn phm khch hng. Mt cng ty sn xut hng tiu dng duy tr lc lng bn hng ku gi cc trung gian marketing (i l bn hng v tiu th sn phm) phn phi sn phm v dch v cho ngi tiu dng cui cng. Nu ngi i din bn hng ca cng ty khng truyn thng c vi ngi tiu dng cui cng, h phi gp phn quan trng vo n lc marketing ginh 25

c cc hng phn phi mi cho sn phm ca cng ty, gi vng v th v khng gian cho thng hiu, thng tin kp thi cho cc nh i l phn phi v cc n lc qung co v truyn thng cho khch hng, v khuyn khch cc khch hng mua bun bn hng v truyn thng thng hiu ti mc th trng a phng. Cc n lc qung co v bn hng c nhn thay i theo loi th trng cn c tp trung vo, thm ch theo cc doanh nghip khc cng ngnh v h c th thay i vic phn b cc n lc truyn thng. V d, trong ngnh sn xut hng m phm, Avon v Mary Kay tp trung vo bn hng trc tip, trong khi Revlon v Max Factor li ch yu da vo qung co cho ngi tiu dng. Cc hng c th khc nhau trong vic tp trung nhn mnh vo qung co v chiu th. Cng ty bn cc thng hiu cao cp thng s dng qung co thuyt phc khch hng v nhng c tnh ni tri, chng minh ti sao sn phm c gi cao, v duy tr hnh nh thng hiu. Thng hiu ca sn phm cht lng km hn, hay cc thng hiu bo ha, kh to s khc bit th li thng bn theo mt gi c bn v da nhiu vo khuyn mi bn hng cho thng mi v/ hoc cho ngi tiu dng.

6. Tin trnh lp k hoch IMC

Nh mi chc nng kinh doanh khc, hoch nh ng vai tr c bn trong vic trin khai v thc hin mt chng trnh truyn thng c ng hiu qu. Nhng ngi tham gia xy dng mt k hoch c ng nhm to mt khung lm vic trin khai, thc hin v kim sot chng trnh v hot ng IMC ca doanh nghip. Cc nh hoch nh truyn thng c ng phi quyt nh vai tr v chc nng ca tng yu t truyn thng c ng ring bit, trin khai chin lc cho mi yu t v thc hin k hoch. Truyn thng c ng khng l mt phn c lp m phi tch hp vo trong k hoch v chng trnh marketing chung. M hnh din gii tin trnh xy dng IMC c th hin trong hnh di y.

26

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6.1. nh gi k hoch marketing nh gi k hoch marketing gm 4 bc chnh sau y: - Xy dng k hoch marketing chung v thit lp mc tiu - Vai tr ca truyn thng marketing (qung co v khuyn mi) - Phn tch li th cnh tranh - nh gi nhng nh hng ca mi trng Bc u tin ca tin trnh l xy dng mt k hoch marketing chung v ra cc mc tiu. Trc khi trin khai mt k hoch truyn thng c ng, nh lm th trng phi hiu r cng ty mnh hin ang trn th trng no, v th hin nay trn th trng , h mun t mc ch g v h s ln k hoch thc hin nh th no? a s cc thng tin phi c trnh by trong k hoch marketing, mt vn bn vit s ghi li chin lc marketing chung v cc chng trnh trin khai sau ca doanh nghip, hay cho mt dng sn phm, hay cho mt thng hiu. 28

K hoch marketing c th c trnh by theo mt s mu khc nhau, nhng thng thng phi bao gm nm yu t c bn sau y: - Mt bn phn tch tnh hnh chi tit, bao gm cc kim ton marketing bn trong v bn bo co phn tch bn ngoi v th trng cnh tranh vi cc yu t mi trng. - Cc mc tiu marketing ra l cung cp hng kinh doanh, qu thi gian cho mi hot ng marketing v c ch o lng kt qu - Mt chin lc marketing v chng trnh bao gm vic la chn th trng mc tiu v cc quyt nh v k hoch cho bn yu t ca marketing phi hp - Mt chng trnh thc hin chin lc marketing, xc nh r rng cc nhim v ring bit, gip vic thc hin hiu qu v trch nhim hn. - Mt tin trnh iu khin v nh gi kt qu v cung cp phn hi, iu nay cho php h thng kim sot ni b c duy tr v bt k s thay i cn thit no cng c th c thc hin cho chin lc v chin thut marketing chung. i vi nhiu hng, k hoch truyn thng c ng l mt phn nm trong chin lc marketing. Nh vy, cc nh hoch nh truyn thng c ng phi hiu r vai tr ca qung co v cc yu t truyn thng khc trong chng trnh marketing chung. K hoch truyn thng c ng s c pht trin ging nh k hoch marketing v thng s dng cc thng tin c th. Cc nh hoch nh truyn thng c ng phi tp trung vo cc thng tin gii thiu trong k hoch marketing m h cho l quan trng xy dng chin lc truyn thng c ng. 6.2. nh gi tnh hung trin khai chng trnh truyn thng c ng Sau khi duyt k hoch marketing chung, bc tip theo trong tin trnh hoch nh k hoch truyn thng c ng l tin hnh cc phn tch nh gi mi trng kinh doanh. Trong chng trnh IMC, phn tch mi trng tp trung vo cc yu t gy nh hng hay cc yu t ni tri cho vic trin khai mt chin lc truyn thng c ng. Ging nh khi phn tch mi trng marketing chung, vic phn tch mi trng trin khai k hoch c ng bao gm c hot ng phn tch bn trong v phn tch bn ngoi. 6.2.1. Phn tch ni b Phn tch ni b nhm vo cc khu vc quan trong lin quan n sn phm/ dch v cho bn v bn thn doanh nghip. Kh nng v vn ca doanh nghip v nng lc hoch nh v thc hin thnh cng k hoch truyn thng c ng, t chc ca phng truyn thng, cng nh nhng tht bi v thnh cng ca cc chng trnh trc phi c nh gi v xem xt li. Cc phn tch bn trong phi nghin cu cc li th tng i v nhng bt li ca vic thc hin cc chc nng truyn thng c ng ti cng ty so vi vic thu cc hng bn ngoi thc hin. V d, phn tch ni b ch ra rng hng khng c kh nng hoch nh, trin khai v qun l mt s phn trong chng trnh truyn thng c ng. Nu ri vo trng hp ny, cn phi c mt cch nhn bao qut hn tm kim tr gip t cc hng qung co hay cc cng c h tr truyn thng. Nu doanh nghip sn sng s dng qung co ca hng bn ngoi, cn tp trung vp cht lng lm vic ca hng v cc kt qu t c t nhng chin dch v ang c tin hnh. Mt kha cnh khc ca phn tch ni b l nh gi im mnh v im yu ca doanh nghip hay thng hiu t kha cnh hnh nh doanh nghip. Thng thng hnh nh m doanh nghip mang ra gii thiu trn th trng c th gy nh hng mnh n cch thc m doanh nghip t qung co v chiu th sn phm v dch v. Nhng cng ty mi tham gia th trng hay cc cng ty c hnh nh khng my thn thin vi khch hng phi tp trung vo vic xy dng hnh nh, ch khng ch tp trung vo li ch hay c tnh ca cc sn phm v dch v ring bit. Tri li, cng ty no ni ting v gy dng c hnh nh tch cc th c th tin hnh ngay khi h mun tip th sn phm v dch v. 29

Phn tch ni b cng nh gi cc im mnh v im yu lin quan n sn phm hay dch v, cc u v nhc im, cc im bn hng hay li nhun duy nht m sn phm em li, bao b, gi c, thit k... Nhng thng tin ny rt quan trng cho i ng sng to, nhng ngi trc tip thit k xy dng thng ip qung co cho thng hiu. 6.2.2. Phn tch bn ngoi Phn tch bn ngoi tp trung vo cc nhn t nh c im ca khch hng cng ty, cc phn on th trng, chin lc nh v, cc i th cnh tranh. Mt phn quan trng trong phn tch bn ngoi l bn nh gi chi tit cc c im ca khch hng v i tc mua hng, qu trnh ra quyt nh ca h v cc nhn t nh hng n quyt nh mua hng. Cn phi ch n nhn thc v thi ca ngi tiu dng, phong cch sng, v cc tiu ch ra quyt nh mua. Thng thng, cc nghin cu marketing cn phi tr li c mt vi cu hi trn y. Mt yu t then cht ca phn tch bn ngoi l mt bn nh gi v th trng. Nhng im thu ht, ni tri trn mi phn on th trng cn phi c nh gi v phn on la chn mc tiu phi c xc nh lun. Mt khi th trng mc tiu c chn la xong, cn phi tp trung vo vic xc nh xem sn phm s c nh v nh th no. Hnh nh no hay v tr no doanh nghip mun xy dng gii thiu cho ngi tiu dng. Mt phn ca phn tch mi trng bn ngoi cng bao gm mt bn nh gi su sc cho c cc i th trc tip v gin tip. Khi h tm hiu i th cnh tranh, h s tp trung hn cho cc chng trnh truyn thng c ng. Nghin cu cc i th cnh tranh chnh bao gm: cc im mnh v im yu ring bit, phn on th trng, th trng v khch hng mc tiu, chin lc nh v v cc chin lc truyn thng c ng m h s dng. Ngn sch dnh cho c ng, chin lc s dng cc phng tin i chng, v cc thng ip m cc cng ty cnh tranh thng tin trn th trng cng phi c xem xt. Phn tch bn ngoi cng phi bao gm c vic phn tch mi trng marketing v cc xu hng hin ti hay hoch nh, nhng yu t ny u gy nh hng n chng trnh truyn thng c ng. 6.3. Phn tch qu trnh truyn thng Giai on ny s xc nh lm sao doanh nghip truyn thng hiu qu vi khch hng trn cc phn on th trng mc tiu. Nh lp k hoch truyn thng phi suy ngh v qu trnh ngi tiu dng c th tr li ngay cc truyn thng marketing. Qu trnh phn hi i vi sn phm v dch v theo khch hng s ra quyt nh mua hng c c im l th hin mi quan tm cao, khc vi cc quyt nh mua hng theo thi quen hay quan tm t. Nhng khc bit ny c th gy nh hng n chin lc truyn thng. Ra quyt nh truyn thng phi cn c vo vic s dng cc ngun, thng ip v cc yu t knh truyn thng khc nhau. Nh hoch nh phi nhn bit c cc hiu ng khc nhau ca tng loi thng ip qung co i vi khch hng, v liu chng c thch hp cho sn phm v thng hiu hay khng. Vic s dng nhng ngi ni ting qung co v gi c cn phi xem xt. Cn phi c cc bui tho lun ban u la chn cc phng tin truyn thng i chng (tp ch, tivi, radio, bo, tip th trc tip) v gi c. Mt phn quan trng ca giai on ny l thit lp mc tiu v mc ch truyn thng. Cn phi phn bit r gia mc tiu truyn thng v marketing. Mc tiu marketing phi phn nh nhng g m doanh nghip mun thc hin c thng qua chng trnh marketing chung, thng lin quan n mc tiu bn hng, th phn hay kh nng sinh li. Mc tiu truyn thng phn nh nhng g m doanh nghip tm cch t c vi chng trnh truyn thng. Cc mc tiu ny thng lin quan n bn cht ca thng ip chuyn ti hay cc hiu ng truyn thng c bit phi t c. Mc tiu truyn thng bao gm 30

vic to nhn thc hay kin thc v sn phm, v cc c im hay ch li ca chng, to nn hnh nh doanh nghip, pht trin cc thi tch cc ca khch hng, s thch v d nh mua ca h. Mc tiu truyn thng phi ng vai tr hng dn cho s trin khai chin lc truyn thng marketing chung v cc mc tiu cho mi mt yu t truyn thng c ng ring bit. 6.4. Xc nh ngn sch Sau khi xc nh mc tiu truyn thng, doanh nghip hng tp trung vo ngn sch truyn thng c ng. Hai cu hi c t ra: Chi ph ca chng trnh c ng l bao nhiu? Cn bao nhiu trong ngn sch? L tng nht l s tin m cng ty cn u t cho truyn thng c ng phi c xc nh theo nhng g m doanh nghip phi lm thc hin cc mc tiu truyn thng ra. Trn thc t, ngn sch truyn thng thng c xc nh theo phng php n gin hn, v d nh hin gi ngn sch ca doanh nghip ang l bao nhiu hay tnh theo % ca doanh thu bn hng. giai on ny, ngn sch mi ch dng mc c lng. Ch khi no cc chin lc truyn thng c ng c trin khai th mi xc nh c con s chnh xc. 6.5. Hoch nh chng trnh IMC Hoch nh chng trnh IMC l giai on phc tp nht ca tin trnh hoch nh c ng. Mi mt yu t truyn thng u c nhng u im v hn ch ring. Ti giai on ny, quyt nh a ra phi cn c vo vai tr v tm quan trng ca mi cng c v s phi hp ca chng vi cc cng c khc. Mi cng c truyn thng li t ra mc tiu ring v mt ngn sch vi chin lc ring. Quyt nh phi c a ra v cc hot ng hon thin trin khai chng trnh truyn thng c ng. Chu trnh phi c hoch nh nh gi kt qu v thay i nu cn thit. V d, chng trnh qung co phi thit lp mc tiu ring, thng i hi truyn thng mt vi thng ip cho khch hng mc tiu. Ngn sch cho qung co phi c xc nh ring, cung cp tng cho cc nh lm qung co v cc hng bit c h c th lm g vi s tin nh hoch nh chin dch qung co v thu s dng cc phng tin truyn thng i chng truyn ti thng ip qung co. Hai kha cnh quan trng ca chng trnh qung co l hoch nh thng ip v chin lc s dng phng tin truyn thng i chng. Xy dng thng ip, thng lin quan n chin lc sng to, i hi phi xc nh cc c s ca thng ip m nh qung co mun chuyn n khch hng mc tiu. Qu trnh ny l mt trong nhng kha cnh hp dn nht ca truyn thng. Chin lc s dng phng tin i hi xc nh cc knh truyn thng truyn ti thng ip qung co cho khch hng mc tiu. Quyt nh phi ch ra c loi phng tin truyn thng no c s dng, u tin loi no. Nhim v ny i hi vic nh gi cn thn nhng u nhc im ca tng loi phng tin, gi c, v kh nng chuyn ti thng ip mt cch hiu qu n th trng mc tiu. Khi m thng ip v chin lc s dng phng tin c xc nh, cc giai on phi c tin hnh thc hin k hoch. Nhng cng ty ln thng thu cc hng qung co ln k hoch v xy dng thng ip v nh gi chng, vic thu mua cc phng tin truyn thng pht hnh qung co. Tuy nhin, nhiu hng qung co hot ng rt cht ch vi khch hng nn h m nhim lun c phn hoch nh qung co, chn la phng tin truyn thng, bi nh qung co chp nhn hon ton (h tr tin) cho i ng sng to v phn k hoch truyn thng. Mt tin trnh tng t cng din ra vi cc nhn t khch ca chng trnh IMC, nh ln mc ch, hoch nh chin lc chung, xc nh chin lc s dng phng tin truyn thng v thng ip. Ngay c khi cc hng qung co c th c s dng tng cng cc chc nng 31

khc ca IMC, h cng c th thu cc chuyn gia truyn thng nh cc hng tip th trc tip, tip th trc tuyn, xc tin bn hng hay cc cng ty quan h cng ng. 6.6. iu khin, nh gi v kim sot Bc cui cng ca tin trnh hoch nh truyn thng l iu khin, nh gi v kim sot chng trnh truyn thng c ng. iu quan trng l phi xc nh xem chng trnh truyn thng c ng c p ng cc mc tiu truyn thng nh th no v c h tr cho cng ty thc hin cc mc tiu v mc ch marketing ra hay khng. Cc nh hoch nh truyn thng khng ch mun bit liu chng trnh qung co c chy khng m cn mun bit ti sao. V d, vn ny sinh trong cc chng trnh qung co nh che du bn cht ca thng ip hay trong k hoch truyn thng, khng gip doanh nghip tip cn th trng mc tiu hiu qu. Nh qun tr phi bit r cc nguyn nhn ca kt qu tin hnh cc bc sau tt hn, gip hon thin chng trnh truyn thng. Giai on cui cng ca tin trnh l cung cp cho nh qun tr cc phn hi lin tc lin quan n tnh hiu qu ca chng trnh truyn thng, n lt n, chng trnh truyn thng s c s dng nh d liu u vo cho tin trnh hoch nh.

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Tng kt chng 1
Cc phng php truyn thng khi ging dy v chin lc qung co v khuyn mi hay cc kha hc v truyn thng marketing thng coi y l nhng nhn t ca c ng phi hp nh nhng chc nng ring r. Kt qu l nhng ngi lm trong qung co, xc tin bn hng, tip th trc tip, hay quan h cng ng c xu hng gii quyt cc vn truyn thng marketing theo quan im ca lnh vc chuyn ngnh ring ca h. Mt nhn vin qung co c th cho rng mc tiu truyn thng marketing c th t c mc tt nht khi s dng cc phng tin truyn thng; trong khi mt chuyn gia xc tin bn hng lp lun rng cc chng trnh xc tin bn hng gy ng lc cho khch hng, ngi lm quan h cng ng li cho rng cc chin dch PR c th gii quyt vn . Cc quan im khc nhau l khng c g phi ngc nhin, bi mi ngi u c xu hng gii quyt cc vn truyn thng marketing ch yu da trn mt c s ring. Trong th gii kinh doanh hin nay, nhng ngi lm trong lnh vc marketing, qung co v cc lnh vc c ng khc u mong mun nm bt v s dng cc cng c truyn thng marketing, khng ch l mt trong s nhng cng c chuyn bit. Cc hng qung co ch b hp trong lnh vc qung co. Mt s hng khc th kt hp vi c xc tin bn hng, quan h cng ng, tip th trc tip, t chc s kin v cc yu t truyn thng marketing khc. Cc c nhn lm vic trn mt phng din khch hng hay nh u t qung co nh cc nh qun l thng hiu, sn phm v c ng th trin khai cc chng trnh marketing s dng nhiu phng php truyn thng khc nhau. Qung co v cc cng c c ng khc l mt phn tch hp ca qu trnh marketing trong a s cc doanh nghip hin nay. Hn mt thp k qua, s tin u t cho qung co, xc tin bn hng, tip th trc tip v cc hnh thc truyn thng marketing khc gia tng mt cch nhanh chng ti M v cc nc khc. hiu c vai tr ca cc cng c truyn thng trong chng trnh marketing, trc ht cn phi hiu r vai tr v chc nng ca marketing trong t chc. Nhim v ch o ca marketing l kt hp bn yu t nm trong tm kim sot ca doanh nghip, thng c gi l marketing phi hp, vi mt chng trnh hp l to iu kin trao i vi th trng mc tiu. Cc yu t ca marketing phi hp l sn phm, gi c. phn phi v c ng. Nhng nm trc y, chc nng c ng ti cc doanh nghip ch yu do qung co trn cc phng tin truyn thng i chng m nhim. Tuy nhin ngy cng nhiu cc cng ty nhn thc c tm quan trng s tch hp cc cng c truyn thng marketing tch hp khi phi hp nhiu yu t ca marketing v c ng li vi nhau thc hin chng trnh truyn thng hiu qu hn. Rt nhiu nhn t dn n s chuyn i sang hng IMC c v pha nh tip th ln cc hng qung co v cc nhn t thc y c ng khc. Nguyn nhn dn n s pht trin nhanh chng ca IMC ch yu xut pht t s thay i nhanh chng ca mi trng kinh doanh (NTD, cng ngh v truyn thng). Cc hot ng IMC cng chu nh hng ca cc thay i cch thc m doanh nghip tip th sn phm v dch v ca h. Nhng thay i ca ngnh tip th t qung co sang xc tin bn hng, hay s pht trin nhanh chng ca cc c s d liu marketing v s chia nh th trng truyn thng l nhng thay i c bn ang din ra. C ng l chc nng truyn thng quan trng nht ca marketing. Chc nng ny c thc hin nh vo s phi hp ca cc yu t nh qung co, bn hng c nhn, tip th trc tip v marketing Internet. u nhc im ca tng cng c truyn thng u c th gy tc ng n chng trinh marketing chung. trin khai chng trnh c ng, cc nh tip th phi quyt nh xem s s dng cng c no v s kt hp chng nh th no t c mc tiu marketing v truyn thng m doanh nghip ra. Qun tr c ng i hi phi bit cch phi hp cc yu t ca truyn thng c ng li trin khai mt chng trnh truyn thng marketing tch hp c hiu qu. M hnh qu trnh k 33

hoch ha IMC bao gm nhiu bc: nh gi chng trnh marketing; phn tch mi trng thc hin chng trnh c ng, phn tch qu trnh truyn thng, xc nh ngn sch c ng, hoch nh mt chng trnh truyn thng marketing; phi hp v trin khai cc chin lc truyn thng marketing; cui cng l kim tra nh gi v kim sot chng trnh c ng. CU HI THO LUN 1. IMC gi vai tr g trong marketing quan h? Lm th no c th p ng nhu cu khch hng v qung co v cc hnh thc truyn thng marketing phm vi i tr? 2.Chn mt cng ty hay t chc v ch ra phng thc h dng thng tin cho khch hng theo 3 mc khc nhau: doanh nghip, marketing v truyn thng marketing 3.Ch ra nhng im khc bit gia phng thc truyn thng marketing tch hp vi phng thc qung co c ng truyn thng? Hy ch ra mt vi nguyn nhn gii thch ti sao ngy cng nhiu doanh nghip s dng phng thc IMC trong cc chng trnh qung co v c ng. 4.Ti sao cc nh tip th c bit nhn mnh n vic xy dng thng hiu mnh? Hy chn ra mt trong 10 nhn hiu ni ting trn th gii v tho lun xem cc cng ty s dng IMC nh th no xy dng mt hnh nh thng hiu mnh cho mnh? 5.Lm r vai tr ca tip th trc tip nh mt cng c ca IMC, ch n cc hnh thc khc nhau ca tip th trc tip. 6.Phn tch vai tr ca Internet trong chng trnh IMC ca mt cng ty. Gii thch ti sao Internet c th c s dng thc hin cc yu t khc nhau ca truyn thng c ng phi hp.

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