\n| Ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng (segmentation), nh\u1eafm m\u1ee5c ti\u00eau (targeting) v\u00e0 \u0111\u1ecbnh v\u1ecb (positioning – chi\u1ebfm ch\u1ed7)<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n Ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng li\u00ean quan \u0111\u1ebfn vi\u1ec7c t\u00ecm ra nh\u1eefng ki\u1ec3u ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 nhu c\u1ea7u kh\u00e1c nhau \u0111ang t\u1ed3n t\u1ea1i. Tr\u00ean th\u1ecb tr\u01b0\u1eddng t\u1ef1 do, m\u1ed9t s\u1ed1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 nhu c\u1ea7u t\u1ed1c \u0111\u1ed9 v\u00e0 hi\u1ec7u su\u1ea5t, trong khi nh\u1eefng ng\u01b0\u1eddi kh\u00e1c l\u1ea1i c\u00f3 nhi\u1ec1u lo ng\u1ea1i v\u1ec1 t\u00ednh b\u1ea3o \u0111\u1ea3m v\u00e0 an to\u00e0n. \u0110i\u1ec1u \u0111\u00f3 c\u00f3 ngh\u0129a l\u00e0 “B\u1ea1n kh\u00f4ng th\u1ec3 c\u00f3 t\u1ea5t c\u1ea3 m\u1ecdi th\u1ee9 cho t\u1ea5t c\u1ea3 m\u1ecdi ng\u01b0\u1eddi<\/i>“, v\u00e0 kinh nghi\u1ec7m \u0111\u00e3 ch\u1ee9ng minh r\u1eb1ng: c\u00e1c c\u00f4ng ty chuy\u00ean trong vi\u1ec7c \u0111\u00e1p \u1ee9ng nhu c\u1ea7u c\u1ee7a m\u1ed9t nh\u00f3m ng\u01b0\u1eddi ti\u00eau d\u00f9ng (h\u01a1n nh\u1eefng c\u00f4ng ty kh\u00e1c) c\u0169ng c\u00f3 xu h\u01b0\u1edbng thu \u0111\u01b0\u1ee3c nhi\u1ec1u l\u1ee3i nhu\u1eadn h\u01a1n.N\u00f3i chung, c\u00f3 ba ph\u01b0\u01a1ng ph\u00e1p \u0111\u1ec3 ti\u1ebfp th\u1ecb. Trong chi\u1ebfn l\u01b0\u1ee3c kh\u00f4ng kh\u00e1c bi\u1ec7t<\/b>, t\u1ea5t c\u1ea3 ng\u01b0\u1eddi ti\u00eau d\u00f9ng \u0111\u1ec1u \u0111\u01b0\u1ee3c \u0111\u1ed1i x\u1eed nh\u01b0 nhau, c\u00e1c c\u00f4ng ty kh\u00f4ng th\u1ef1c hi\u1ec7n b\u1ea5t k\u1ef3 n\u1ed7 l\u1ef1c \u0111\u1eb7c bi\u1ec7t n\u00e0o \u0111\u1ec3 chi\u1ec1u l\u00f2ng c\u00e1c nh\u00f3m ri\u00eang bi\u1ec7t.<\/p>\n Trong chi\u1ebfn l\u01b0\u1ee3c t\u1eadp trung<\/b>, m\u1ed9t c\u00f4ng ty l\u1ef1a ch\u1ecdn \u0111\u1ec3 t\u1eadp trung v\u00e0o m\u1ed9t v\u00e0i ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng trong khi \u0111\u1ec3 l\u1ea1i c\u00e1c ph\u00e2n kh\u00fac kh\u00e1c cho \u0111\u1ed1i th\u1ee7. V\u00ed d\u1ee5, Southwest Airlines t\u1eadp trung v\u00e0o ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1ea1y c\u1ea3m v\u1ec1 gi\u00e1, nh\u1eefng ng\u01b0\u1eddi s\u1ebd b\u1ecf qua c\u00e1c b\u1eefa \u0103n v\u00e0 ch\u1ed7 ng\u1ed3i t\u1ed1t \u0111\u1ec3 \u0111\u01b0\u1ee3c \u0111i v\u1edbi gi\u00e1 th\u1ea5p.<\/p>\n Ng\u01b0\u1ee3c l\u1ea1i, h\u1ea7u h\u1ebft c\u00e1c h\u00e3ng h\u00e0ng kh\u00f4ng \u0111i theo chi\u1ebfn l\u01b0\u1ee3c kh\u00e1c bi\u1ec7t<\/b>: H\u1ecd cung c\u1ea5p v\u00e9 gi\u00e1 cao cho nh\u1eefng ng\u01b0\u1eddi thi\u1ebfu linh ho\u1ea1t – nh\u1eefng ng\u01b0\u1eddi kh\u00f4ng th\u1ec3 n\u00f3i tr\u01b0\u1edbc khi n\u00e0o h\u1ecd c\u1ea7n bay. Nh\u1eefng du kh\u00e1ch n\u00e0y – th\u01b0\u1eddng l\u00e0 ng\u01b0\u1eddi l\u00e0m kinh doanh ph\u1ea3i di chuy\u1ec3n th\u01b0\u1eddng xuy\u00ean kh\u00f4ng bi\u1ebft tr\u01b0\u1edbc l\u1ecbch – s\u1eb5n s\u00e0ng thanh to\u00e1n ti\u1ec1n v\u00e9 cao, nh\u01b0ng h\u1ecd c\u0169ng ch\u1ec9 c\u00f3 th\u1ec3 l\u1ea5p \u0111\u1ea7y m\u1ed9t ph\u1ea7n m\u00e1y bay m\u00e0 th\u00f4i, v\u1eady c\u00e1c h\u00e3ng h\u00e0ng kh\u00f4ng ph\u1ea3i l\u00e0m th\u1ebf n\u00e0o cho nh\u1eefng ch\u1ed7 c\u00f2n l\u1ea1i. C\u00e2u tr\u1ea3 l\u1eddi l\u00e0: c\u00e1c c\u00f4ng ty b\u00e1n nh\u1eefng ch\u1ed7 c\u00f2n l\u1ea1i \u0111\u00f3 cho kh\u00e1ch h\u00e0ng nh\u1ea1y c\u1ea3m v\u1ec1 gi\u00e1 – nh\u1eefng ng\u01b0\u1eddi c\u00f3 th\u1ec3 \u0111\u00e3 mua v\u00e9 t\u1eeb hai tu\u1ea7n tr\u01b0\u1edbc \u0111\u00f3 r\u1ed3i.<\/p>\n L\u01b0u \u00fd r\u1eb1ng ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng l\u00e0m c\u00e1c l\u1ef1a ch\u1ecdn tr\u1edf n\u00ean kh\u00f3 kh\u0103n. C\u00f3 th\u1ec3 c\u00f3 m\u1ed9t s\u1ed1 l\u01b0\u1ee3ng l\u1edbn c\u00e1c bi\u1ebfn \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 ph\u00e2n bi\u1ec7t ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u1ee7a m\u1ed9t lo\u1ea1i s\u1ea3n ph\u1ea9m nh\u1ea5t \u0111\u1ecbnh; ch\u01b0a h\u1ebft, trong th\u1ef1c t\u1ebf, n\u00f3 tr\u1edf n\u00ean c\u1ed3ng k\u1ec1nh \u0111\u1ebfn n\u1ed7i b\u1ea1n kh\u00f4ng th\u1ec3 l\u00e0m vi\u1ec7c \u0111\u01b0\u1ee3c v\u1edbi nhi\u1ec1u h\u01a1n m\u1ed9t v\u00e0i y\u1ebfu t\u1ed1 t\u1ea1i m\u1ed9t th\u1eddi \u0111i\u1ec3m. Nh\u01b0 v\u1eady, ch\u00fang ta c\u1ea7n ph\u1ea3i x\u00e1c \u0111\u1ecbnh c\u00e1c bi\u1ebfn s\u1ebd h\u1eefu \u00edch nh\u1ea5t trong vi\u1ec7c ph\u00e2n bi\u1ec7t c\u00e1c nh\u00f3m ng\u01b0\u1eddi ti\u00eau d\u00f9ng kh\u00e1c nhau.<\/p>\n Do \u0111\u00f3 ch\u00fang t\u00f4i c\u00f3 th\u1ec3 quy\u1ebft \u0111\u1ecbnh, v\u00ed d\u1ee5, c\u00e1c bi\u1ebfn c\u00f3 li\u00ean quan nh\u1ea5t trong vi\u1ec7c t\u00e1ch c\u00e1c lo\u1ea1i kh\u00e1c nhau c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng n\u01b0\u1edbc gi\u1ea3i kh\u00e1t (1) \u01b0u \u0111\u00e3i cho h\u01b0\u01a1ng v\u1ecb so v\u1edbi l\u01b0\u1ee3ng calo th\u1ea5p, (2) \u01b0u ti\u00ean cho Cola vs. kh\u00f4ng h\u01b0\u01a1ng v\u1ecb cola, (3 ) nh\u1ea1y gi\u00e1 c\u1ea3 – s\u1eb5n s\u00e0ng chi tr\u1ea3 cho t\u00ean th\u01b0\u01a1ng hi\u1ec7u; v\u00e0 (4) nh\u1eefng ng\u01b0\u1eddi mua nhi\u1ec1u v\u00e0 mua \u00edt. B\u00e2y gi\u1edd ch\u00fang ta \u0111\u1eb7t c\u00e1c bi\u1ebfn v\u1edbi nhau \u0111\u1ec3 \u0111i \u0111\u1ebfn c\u00e1c k\u1ebft h\u1ee3p kh\u00e1c nhau.M\u1ed9t s\u1ed1 ki\u1ec3u kh\u00e1c nhau c\u1ee7a bi\u1ebfn c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng cho vi\u1ec7c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng.<\/p>\n \n- Bi\u1ebfn nh\u00e2n kh\u1ea9u h\u1ecdc c\u01a1 b\u1ea3n tham kh\u1ea3o s\u1ed1 li\u1ec7u th\u1ed1ng k\u00ea c\u00e1 nh\u00e2n nh\u01b0 thu nh\u1eadp, gi\u1edbi t\u00ednh, tr\u00ecnh \u0111\u1ed9 gi\u00e1o d\u1ee5c, \u0111\u1ecba \u0111i\u1ec3m (n\u00f4ng th\u00f4n so v\u1edbi th\u00e0nh th\u1ecb, mi\u1ec1n B\u1eafc so v\u1edbi mi\u1ec1n Nam), d\u00e2n t\u1ed9c, v\u00e0 quy m\u00f4 gia \u0111\u00ecnh. S\u00fap Campbell, v\u00ed d\u1ee5, \u0111\u00e3 ph\u00e1t hi\u1ec7n ra r\u1eb1ng ng\u01b0\u1eddi ti\u00eau d\u00f9ng ph\u00eda T\u00e2y n\u01b0\u1edbc M\u1ef9 c\u00f3 s\u1ef1 \u01b0a th\u00edch tr\u00ean trung b\u00ecnh v\u1edbi s\u00fap spicier, do \u0111\u00f3 b\u1ea1n s\u1ebd c\u00f3 \u0111\u01b0\u1ee3c m\u1ed9t s\u1ea3n ph\u1ea9m kh\u00e1c nhau trong c\u00f9ng m\u1ed9t lon t\u1ea1i B\u1edd \u0110\u00f4ng v\u00e0 B\u1edd T\u00e2y.<\/li>\n
- M\u1ed9t s\u1ed1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng mu\u1ed1n \u0111\u01b0\u1ee3c coi t\u01b0\u01a1ng t\u1ef1 nh\u01b0 nh\u1eefng ng\u01b0\u1eddi kh\u00e1c, trong khi m\u1ed9t s\u1ed1 kh\u00e1c mu\u1ed1n \u0111\u1ee9ng ngo\u00e0i \u0111\u00e1m \u0111\u00f4ng.<\/li>\n
- M\u1ed9t c\u01a1 s\u1edf kh\u00e1c cho vi\u1ec7c ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng l\u00e0 h\u00e0nh vi. M\u1ed9t s\u1ed1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 “ng\u01b0\u1eddi trung th\u00e0nh” – v\u00ed d\u1ee5, h\u1ecd c\u00f3 xu h\u01b0\u1edbng g\u1eafn b\u00f3 v\u1edbi c\u00e1c nh\u00e3n hi\u1ec7u \u01b0a th\u00edch ngay c\u1ea3 khi th\u1ecb tr\u01b0\u1eddng xu\u1ea5t hi\u1ec7n s\u1ea3n ph\u1ea9m m\u1edbi c\u1ea1nh tranh. M\u1ed9t s\u1ed1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng l\u00e0 ng\u01b0\u1eddi s\u1eed d\u1ee5ng “n\u1eb7ng”, trong khi nh\u1eefng ng\u01b0\u1eddi kh\u00e1c l\u00e0 nh\u1eefng ng\u01b0\u1eddi d\u00f9ng “nh\u1eb9”. V\u00ed d\u1ee5, nghi\u00ean c\u1ee9u \u0111\u01b0\u1ee3c ti\u1ebfn h\u00e0nh b\u1edfi c\u00e1c ng\u00e0nh c\u00f4ng nghi\u1ec7p r\u01b0\u1ee3u cho th\u1ea5y r\u1eb1ng kho\u1ea3ng 80% c\u00e1c s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c ti\u00eau th\u1ee5 b\u1edfi 20% ng\u01b0\u1eddi ti\u00eau d\u00f9ng – c\u00f3 l\u1ebd l\u00e0 m\u1ed9t nh\u00f3m kh\u00e1 say x\u1ec9n.<\/li>\n
- M\u1ed9t y\u1ebfu t\u1ed1 kh\u00e1c c\u0169ng c\u00f3 th\u1ec3 d\u00f9ng \u0111\u1ec3 ph\u00e2n kh\u00fac l\u00e0 d\u1ef1a tr\u00ean l\u1ee3i \u00edch t\u00ecm ki\u1ebfm, v\u1ec1 c\u01a1 b\u1ea3n b\u1ecf qua c\u00e1c bi\u1ebfn gi\u1ea3i th\u00edch v\u1ec1 nh\u00e2n kh\u1ea9u h\u1ecdc. M\u1ed9t s\u1ed1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng, v\u00ed d\u1ee5 th\u00edch x\u00e0 ph\u00f2ng th\u01a1m (m\u1ed9t ph\u00e2n kh\u00fac c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c thu h\u00fat v\u00e0o c\u00e1c nh\u00e3n hi\u1ec7u nh\u01b0 Irish Spring), trong khi nh\u1eefng ng\u01b0\u1eddi kh\u00e1c th\u00edch c\u1ea3m gi\u00e1c “s\u1ea1ch” c\u1ee7a x\u00e0 ph\u00f2ng kh\u00f4ng m\u00f9i (ph\u00e2n kh\u00fac “Ivory”). M\u1ed9t s\u1ed1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1eed d\u1ee5ng kem \u0111\u00e1nh r\u0103ng ch\u1ee7 y\u1ebfu \u0111\u1ec3 th\u00fac \u0111\u1ea9y s\u1ee9c kh\u1ecfe r\u0103ng mi\u1ec7ng, trong khi ph\u00e2n kh\u00fac kh\u00e1c l\u00e0 quan t\u00e2m nhi\u1ec1u h\u01a1n \u0111\u1ebfn h\u01a1i th\u1edf th\u01a1m tho.<\/li>\n<\/ul>\n
Trong b\u01b0\u1edbc ti\u1ebfp theo, ch\u00fang ta quy\u1ebft \u0111\u1ecbnh nh\u1eafm v\u00e0o<\/b> m\u1ed9t ho\u1eb7c nhi\u1ec1u ph\u00e2n \u0111o\u1ea1n. S\u1ef1 l\u1ef1a ch\u1ecdn c\u1ee7a ch\u00fang ta th\u01b0\u1eddng ph\u1ea3i ph\u1ee5 thu\u1ed9c v\u00e0o nhi\u1ec1u y\u1ebfu t\u1ed1. Th\u1ee9 nh\u1ea5t, ph\u1ea3i t\u00ecm hi\u1ec3u xem c\u00e1c ph\u00e2n \u0111o\u1ea1n hi\u1ec7n nay \u0111ang \u0111\u01b0\u1ee3c ph\u1ee5c v\u1ee5 nh\u01b0 th\u1ebf n\u00e0o b\u1edfi c\u00e1c nh\u00e0 s\u1ea3n xu\u1ea5t kh\u00e1c? S\u1ebd c\u00f3 kh\u00f3 kh\u0103n l\u1edbn h\u01a1n \u0111\u1ec3 thu h\u00fat m\u1ed9t ph\u00e2n kh\u00fac m\u00e0 \u0111\u00e3 \u0111\u01b0\u1ee3c ph\u1ee5c v\u1ee5 t\u1ed1t so v\u1edbi ph\u00e2n kh\u00fac kh\u00e1c c\u00f3 nhu c\u1ea7u nh\u01b0ng \u0111ang \u0111\u01b0\u1ee3c ph\u1ee5c v\u1ee5 ch\u01b0a t\u1ed1t l\u1eafm.Th\u1ee9 hai, ph\u00e2n kh\u00fac n\u00e0y l\u1edbn th\u1ebf n\u00e0o, v\u00e0 l\u00e0m th\u1ebf n\u00e0o ch\u00fang ta c\u00f3 th\u1ec3 mong \u0111\u1ee3i n\u00f3 ph\u00e1t tri\u1ec3n h\u01a1n? (L\u01b0u \u00fd r\u1eb1ng c\u00f3 m\u1ed9t nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a ph\u00e2n kh\u00fac l\u1edbn, ph\u00e1t tri\u1ec3n nhanh ch\u00f3ng \u0111\u00f3 l\u00e0 n\u00f3 c\u00f3 xu h\u01b0\u1edbng thu h\u00fat s\u1ef1 c\u1ea1nh tranh).<\/p>\n Th\u1ee9 ba, li\u1ec7u r\u1eb1ng ch\u00fang ta c\u00f3 s\u1eb5n th\u1ebf m\u1ea1nh nh\u01b0 m\u1ed9t c\u00f4ng ty s\u1ebd gi\u00fap ch\u00fang ta h\u1ea5p d\u1eabn t\u1edbi m\u1ed9t nh\u00f3m ng\u01b0\u1eddi ti\u00eau d\u00f9ng? C\u00e1c c\u00f4ng ty c\u00f3 th\u1ec3 \u0111\u00e3 c\u00f3 s\u1eb5n m\u1ed9t danh ti\u1ebfng truy\u1ec1n th\u1ed1ng \u0111\u01b0\u1ee3c x\u00e1c nh\u1eadn. Trong khi McDonald c\u00f3 danh ti\u1ebfng tuy\u1ec7t v\u1eddi cho nhanh, ch\u1ea5t l\u01b0\u1ee3ng ph\u00f9 h\u1ee3p, th\u1ef1c ph\u1ea9m th\u00e2n thi\u1ec7n gia \u0111\u00ecnh, nh\u01b0ng s\u1ebd r\u1ea5t kh\u00f3 \u0111\u1ec3 thuy\u1ebft ph\u1ee5c ng\u01b0\u1eddi ti\u00eau d\u00f9ng r\u1eb1ng McDonald b\u00e2y gi\u1edd s\u1ebd cung c\u1ea5p th\u1ef1c ph\u1ea9m cho ng\u01b0\u1eddi s\u00e0nh \u0103n. Nh\u01b0 v\u1eady, MCD c\u1ee7a l\u1ebd – s\u1ebd t\u1ed1t h\u01a1n cho h\u1ecd n\u1ebfu h\u1ecd nh\u1eafm m\u1ee5c ti\u00eau t\u1edbi gia \u0111\u00ecnh \u0111\u1ec3 cung c\u1ea5p th\u1ee9c \u0103n ch\u1ea5t l\u01b0\u1ee3ng trong nh\u00e0 h\u00e0ng s\u1ea1ch s\u1ebd v\u00e0 \u0111\u1eb9p \u0111\u1ebd.<\/p>\n \u0110\u1ecbnh v\u1ecb – chi\u1ebfm ch\u1ed7<\/b>\u00a0li\u00ean quan \u0111\u1ebfn vi\u1ec7c th\u1ef1c hi\u1ec7n c\u00e1c m\u1ee5c ti\u00eau c\u1ee7a ch\u00fang ta. V\u00ed d\u1ee5, Apple Computer \u0111\u00e3 \u0111\u01b0\u1ee3c l\u1ef1a ch\u1ecdn \u0111\u1ec3 \u0111\u1ecbnh v\u1ecb m\u00ecnh nh\u01b0 m\u1ed9t nh\u00e0 s\u1ea3n xu\u1ea5t m\u00e1y t\u00ednh th\u00e2n thi\u1ec7n v\u1edbi ng\u01b0\u1eddi d\u00f9ng. Do \u0111\u00f3, Apple \u0111\u00e3 l\u00e0m r\u1ea5t nhi\u1ec1u th\u00f4ng qua qu\u1ea3ng c\u00e1o c\u1ee7a h\u1ecd \u0111\u1ec3 th\u00fac \u0111\u1ea9y b\u1ea3n th\u00e2n, th\u00f4ng qua c\u00e1c bi\u1ec3u t\u01b0\u1ee3ng c\u1ee7a n\u00f3, nh\u01b0 m\u1ed9t m\u00e1y t\u00ednh cho nh\u1eefng ng\u01b0\u1eddi kh\u00f4ng c\u1ea7n ph\u1ea3i l\u00e0 m\u1ed9t chuy\u00ean gia. Ng\u01b0\u1ee3c l\u1ea1i, c\u00e1c ng\u00f4n ng\u1eef l\u1eadp tr\u00ecnh ph\u1ea7n m\u1ec1m nh\u01b0 C Visual, l\u00e0 nh\u1eb1m t\u1edbi m\u1ed9t “chuy\u00ean gia k\u1ef9 thu\u1eadt.”<\/p>\n ![\"\"](\"https:\/\/kiencang.net\/wp-content\/uploads\/2015\/02\/dinh-vi-chiem-cho.png\") <\/a><\/p>\nMichael Treacy v\u00e0 Wiersema Fred g\u1ee3i \u00fd trong cu\u1ed1n s\u00e1ch n\u0103m 1993 – cu\u1ed1n K\u1ef7 lu\u1eadt c\u1ee7a ng\u01b0\u1eddi d\u1eabn \u0111\u1ea7u th\u1ecb tr\u01b0\u1eddng – c\u00e1c doanh nghi\u1ec7p th\u00e0nh c\u00f4ng nh\u1ea5t r\u01a1i v\u00e0o m\u1ed9t trong ba lo\u1ea1i:<\/p>\n \n- C\u00f4ng ty ho\u1ea1t \u0111\u1ed9ng xu\u1ea5t s\u1eafc<\/i>, trong \u0111\u00f3 duy tr\u00ec l\u1ee3i th\u1ebf c\u1ea1nh tranh m\u1ea1nh m\u1ebd b\u1eb1ng c\u00e1ch duy tr\u00ec hi\u1ec7u qu\u1ea3 \u0111\u1eb7c bi\u1ec7t, do \u0111\u00f3 cho ph\u00e9p nh\u1eefng c\u00f4ng ty n\u00e0y cung c\u1ea5p d\u1ecbch v\u1ee5 \u0111\u00e1ng tin c\u1eady cho kh\u00e1ch h\u00e0ng v\u1edbi chi ph\u00ed th\u1ea5p h\u01a1n \u0111\u00e1ng k\u1ec3 so v\u1edbi nh\u1eefng \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh v\u1eadn h\u00e0nh v\u00e0 t\u1ed5 ch\u1ee9c ch\u01b0a b\u1eb1ng. S\u1ef1 nh\u1ea5n m\u1ea1nh \u1edf \u0111\u00e2y ch\u1ee7 y\u1ebfu l\u00e0 d\u1ef1a tr\u00ean chi ph\u00ed th\u1ea5p, hi\u1ec7u su\u1ea5t \u0111\u00e1ng tin c\u1eady, v\u00e0 \u00edt gi\u00e1 tr\u1ecb t\u00f9y bi\u1ebfn \u0111\u01b0\u1ee3c cung c\u1ea5p cho c\u00e1c kh\u00e1ch h\u00e0ng c\u1ee5 th\u1ec3. Wal-Mart l\u00e0 m\u1ed9t v\u00ed d\u1ee5 c\u1ee7a c\u00e1ch th\u1ee9c n\u00e0y. Thi\u1ebft k\u1ebf x\u00e2y d\u1ef1ng h\u1eadu c\u1ea7n cho ph\u00e9p h\u00e0ng ho\u00e1 \u0111\u01b0\u1ee3c chuy\u1ec3n v\u1edbi chi ph\u00ed th\u1ea5p nh\u1ea5t, v\u1edbi h\u1ec7 th\u1ed1ng r\u1ed9ng l\u1edbn d\u1ef1 \u0111o\u00e1n khi s\u1ed1 l\u01b0\u1ee3ng c\u1ee5 th\u1ec3 c\u1ee7a c\u00e1c ngu\u1ed3n cung c\u1ea5p c\u1ea7n thi\u1ebft.<\/li>\n
- C\u00f4ng ty th\u00e2n m\u1eadt c\u1ee7a kh\u00e1ch h\u00e0ng<\/i>, trong \u0111\u00f3 n\u1ed5i tr\u1ed9i trong vi\u1ec7c ph\u1ee5c v\u1ee5 t\u1ed1t c\u00e1c nhu c\u1ea7u c\u1ee5 th\u1ec3 c\u1ee7a kh\u00e1ch h\u00e0ng c\u00e1 nh\u00e2n. C\u00f3 \u00edt nh\u1ea5n m\u1ea1nh v\u00e0o hi\u1ec7u qu\u1ea3, c\u00e1i \u0111\u01b0\u1ee3c hy sinh \u0111\u1ec3 cung c\u1ea5p ch\u00ednh x\u00e1c h\u01a1n nh\u1eefng g\u00ec \u0111\u01b0\u1ee3c mong mu\u1ed1n t\u1eeb ph\u00eda kh\u00e1ch h\u00e0ng. T\u00ednh \u0111\u00e1ng tin c\u1eady c\u0169ng \u0111\u01b0\u1ee3c nh\u1ea5n m\u1ea1nh. Nordstrom v\u00e0 IBM l\u00e0 nh\u1eefng v\u00ed d\u1ee5 cho tr\u01b0\u1eddng h\u1ee3p n\u00e0y.<\/li>\n
- C\u00e1c c\u00f4ng ty c\u00f4ng ngh\u1ec7 tuy\u1ec7t v\u1eddi<\/i>, n\u01a1i s\u1ea3n xu\u1ea5t c\u00e1c s\u1ea3n ph\u1ea9m ti\u00ean ti\u1ebfn nh\u1ea5t hi\u1ec7n nay v\u1edbi c\u00f4ng ngh\u1ec7 m\u1edbi nh\u1ea5t, li\u00ean t\u1ee5c duy tr\u00ec vai tr\u00f2 l\u00e3nh \u0111\u1ea1o trong \u0111\u1ed5i m\u1edbi. Nh\u1eefng doanh nghi\u1ec7p n\u00e0y, b\u1edfi v\u00ec h\u1ecd l\u00e0m vi\u1ec7c v\u1edbi c\u00f4ng ngh\u1ec7 t\u1ed1n k\u00e9m m\u00e0 c\u1ea7n t\u00ednh li\u00ean t\u1ee5c \u0111\u1ed5i m\u1edbi, kh\u00f4ng th\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c hi\u1ec7u qu\u1ea3 nh\u01b0 c\u00e1c doanh nghi\u1ec7p ho\u1ea1t \u0111\u1ed9ng xu\u1ea5t s\u1eafc v\u00e0 th\u01b0\u1eddng kh\u00f4ng th\u1ec3 th\u00edch \u1ee9ng c\u00e1c s\u1ea3n ph\u1ea9m c\u1ee7a h\u1ecd cho nhu c\u1ea7u ri\u00eang c\u1ee7a c\u00e1c kh\u00e1ch h\u00e0ng c\u00e1 nh\u00e2n. Intel l\u00e0 m\u1ed9t v\u00ed d\u1ee5 c\u1ee7a tr\u01b0\u1eddng h\u1ee3p n\u00e0y.<\/li>\n<\/ul>\n
Treacy v\u00e0 Wiersema khuy\u00ean r\u1eb1ng ngo\u00e0i vi\u1ec7c xu\u1ea5t s\u1eafc tr\u00ean m\u1ed9t trong ba kh\u00eda c\u1ea1nh gi\u00e1 tr\u1ecb \u1edf tr\u00ean, c\u00e1c doanh nghi\u1ec7p ph\u1ea3i \u0111\u00e1p \u1ee9ng \u1edf m\u1ee9c \u0111\u1ed9 ch\u1ea5p nh\u1eadn \u0111\u01b0\u1ee3c v\u1ec1 hai y\u1ebfu t\u1ed1 c\u00f2n l\u1ea1i. Wal-Mart, v\u00ed d\u1ee5, v\u1eabn ph\u1ea3i duy tr\u00ec m\u1ed9t m\u1ee9c \u0111\u1ed9 nh\u1ea5t \u0111\u1ecbnh v\u1ec1 d\u1ecbch v\u1ee5 kh\u00e1ch h\u00e0ng. Nordstrom v\u00e0 Intel c\u0169ng v\u1eady, \u0111\u1ec1u ph\u1ea3i \u0111\u00e1p \u1ee9ng m\u1ed9t s\u1ed1 ti\u00eau chu\u1ea9n v\u1ec1 hi\u1ec7u qu\u1ea3 chi ph\u00ed. S\u1ef1 nh\u1ea5n m\u1ea1nh, ngo\u00e0i \u0111\u00e1p \u1ee9ng m\u1ee9c y\u00eau c\u1ea7u t\u1ed1i thi\u1ec3u trong hai kh\u00eda c\u1ea1nh kh\u00e1c, kh\u00eda c\u1ea1nh c\u00f2n l\u1ea1i l\u00e0 s\u1ee9c m\u1ea1nh c\u1ed1t l\u00f5i.<\/p>\n T\u00e1i \u0111\u1ecbnh v\u1ecb li\u00ean quan \u0111\u1ebfn n\u1ed7 l\u1ef1c \u0111\u1ec3 thay \u0111\u1ed5i nh\u1eadn th\u1ee9c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng v\u1ec1 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, th\u01b0\u1eddng l\u00e0 b\u1edfi v\u00ec v\u1ecb tr\u00ed hi\u1ec7n t\u1ea1i m\u00e0 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u1eafm gi\u1eef \u0111\u00e3 tr\u1edf n\u00ean k\u00e9m h\u1ea5p d\u1eabn. Sears, v\u00ed d\u1ee5, \u0111\u00e3 c\u1ed1 g\u1eafng \u0111\u1ec3 \u0111\u1ecbnh v\u1ecb n\u00f3 t\u1eeb m\u1ed9t nh\u00e0 cung c\u1ea5p b\u00e1n h\u00e0ng tuy\u1ec7t v\u1eddi nh\u01b0ng gi\u00e1 kh\u00f4ng h\u1ea5p d\u1eabn tr\u1edf th\u00e0nh nh\u00e0 cung c\u1ea5p “gi\u00e1 th\u1ea5p h\u00e0ng ng\u00e0y.” T\u00e1i \u0111\u1ecbnh v\u1ecb trong th\u1ef1c t\u1ebf l\u00e0 r\u1ea5t kh\u00f3 kh\u0103n \u0111\u1ec3 th\u1ef1c hi\u1ec7n. M\u1ed9t kho\u1ea3n ti\u1ec1n l\u1edbn th\u01b0\u1eddng c\u1ea7n thi\u1ebft cho qu\u1ea3ng c\u00e1o v\u00e0 c\u00e1c n\u1ed7 l\u1ef1c qu\u1ea3ng b\u00e1 kh\u00e1c, v\u00e0 trong nhi\u1ec1u tr\u01b0\u1eddng h\u1ee3p, t\u00e1i \u0111\u1ecbnh v\u1ecb b\u1ecb th\u1ea5t b\u1ea1i.<\/p>\n \u0110\u1ec3 c\u1ed1 g\u1eafng t\u00e1i \u0111\u1ecbnh v\u1ecb m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3, \u0111i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i hi\u1ec3u m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u v\u00e0 c\u00e1c \u0111\u1ed1i th\u1ee7 \u0111ang \u0111\u01b0\u1ee3c nh\u1eadn th\u1ee9c nh\u01b0 th\u1ebf n\u00e0o. M\u1ed9t c\u00e1ch ti\u1ebfp c\u1eadn \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh nh\u1eadn th\u1ee9c c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng s\u1ea3n ph\u1ea9m l\u00e0 \u0111o l\u01b0\u1eddng \u0111a chi\u1ec1u. \u1ede \u0111\u00e2y, ch\u00fang t\u00f4i x\u00e1c \u0111\u1ecbnh s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c nh\u1eadn bi\u1ebft nh\u01b0 th\u1ebf n\u00e0o tr\u00ean hai ho\u1eb7c nhi\u1ec1u kh\u00eda c\u1ea1nh, cho ph\u00e9p ch\u00fang t\u00f4i ph\u00e1c h\u1ecda c\u00e1c nh\u00e3n hi\u1ec7u v\u1edbi nhau. Sau \u0111\u00f3 c\u00f3 th\u1ec3 c\u1ed1 g\u1eafng \u0111\u1ec3 “di chuy\u1ec3n” m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u theo m\u1ed9t h\u01b0\u1edbng mong mu\u1ed1n b\u1eb1ng c\u00e1ch ch\u1ecdn l\u1ef1a th\u00fac \u0111\u1ea9y m\u1ed9t s\u1ed1 \u0111i\u1ec3m.<\/p>\n C\u00f3 hai ph\u01b0\u01a1ng ph\u00e1p ti\u1ebfp c\u1eadn ch\u00ednh \u0111\u1ec3 th\u1ef1c hi\u1ec7n \u0111o l\u01b0\u1eddng \u0111a chi\u1ec1u. Trong ph\u01b0\u01a1ng ph\u00e1p ti\u00ean nghi\u1ec7m, c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng x\u00e1c \u0111\u1ecbnh kh\u00eda c\u1ea1nh quan t\u00e2m v\u00e0 sau \u0111\u00f3 h\u1ecfi ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1eadn th\u1ee9c c\u1ee7a h\u1ecd v\u1ec1 m\u1ed7i kh\u00eda c\u1ea1nh c\u1ee7a m\u1ed7i th\u01b0\u01a1ng hi\u1ec7u. \u0110i\u1ec1u n\u00e0y r\u1ea5t h\u1eefu \u00edch khi (1) c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng bi\u1ebft kh\u00eda c\u1ea1nh – t\u00ednh ch\u1ea5t \u0111\u01b0\u1ee3c quan t\u00e2m v\u00e0 (2) nh\u1eadn th\u1ee9c c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 m\u1ed7i kh\u00eda c\u1ea1nh l\u00e0 t\u01b0\u01a1ng \u0111\u1ed1i r\u00f5 r\u00e0ng. Trong c\u00e1ch ti\u1ebfp c\u1eadn \u0111\u00e1nh gi\u00e1 t\u01b0\u01a1ng t\u1ef1, ng\u01b0\u1eddi tr\u1ea3 l\u1eddi kh\u00f4ng \u0111\u01b0\u1ee3c h\u1ecfi v\u1ec1 nh\u1eadn th\u1ee9c c\u1ee7a h\u1ecd v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u tr\u00ean b\u1ea5t k\u1ef3 kh\u00eda c\u1ea1nh c\u1ee5 th\u1ec3 n\u00e0o.<\/p>\n Thay v\u00e0o \u0111\u00f3, \u0111\u1ed1i t\u01b0\u1ee3ng \u0111\u01b0\u1ee3c y\u00eau c\u1ea7u \u0111\u00e1nh gi\u00e1 m\u1ee9c \u0111\u1ed9 t\u01b0\u01a1ng \u0111\u1ed3ng gi\u1eefa c\u00e1c c\u1eb7p kh\u00e1c nhau c\u1ee7a s\u1ea3n ph\u1ea9m (v\u00ed d\u1ee5 m\u1ee9c \u0111\u1ed9 t\u01b0\u01a1ng t\u1ef1, tr\u00ean thang \u0111i\u1ec3m t\u1eeb 1-7, gi\u1eefa Snicker v\u00e0 KitKat, v\u00e0 m\u1ee9c t\u01b0\u01a1ng t\u1ef1 gi\u1eefa Toblerone v\u00e0 Three Musketeers?) S\u1eed d\u1ee5ng m\u1ed9t thu\u1eadt to\u00e1n, m\u00e1y t\u00ednh sau \u0111\u00f3 x\u00e1c \u0111\u1ecbnh v\u1ecb tr\u00ed c\u1ee7a m\u1ed7i th\u01b0\u01a1ng hi\u1ec7u tr\u00ean b\u1ea3n \u0111\u1ed3 c\u00e1c \u0111\u1eb7c t\u00ednh. M\u00e1y t\u00ednh kh\u00f4ng ti\u1ebft l\u1ed9 m\u1ed7i kh\u00eda c\u1ea1nh c\u00f3 \u00fd ngh\u0129a nh\u01b0 th\u1ebf n\u00e0o – s\u1ef1 gi\u1ea3i th\u00edch l\u00e0 cho con ng\u01b0\u1eddi.<\/p>\n (Ki\u1ebfn c\u00e0ng l\u01b0\u1ee3c d\u1ecbch t\u1eeb consumerpsychologist.com – ti\u00eau \u0111\u1ec1:\u00a0Segmentation, Targeting, and Positioning)<\/i><\/p>\n","protected":false},"excerpt":{"rendered":" Ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng, x\u00e1c \u0111\u1ecbnh m\u1ee5c ti\u00eau, v\u00e0 \u0111\u1ecbnh v\u1ecb, c\u00f9ng v\u1edbi nhau t\u1ea1o th\u00e0nh m\u1ed9t qu\u00e1 tr\u00ecnh g\u1ed3m ba giai \u0111o\u1ea1n. \u0110\u1ea7u ti\u00ean (1), ch\u00fang ta x\u00e1c \u0111\u1ecbnh c\u00e1c lo\u1ea1i kh\u00e1ch h\u00e0ng \u0111ang hi\u1ec7n h\u1eefu, sau \u0111\u00f3 (2) ch\u1ecdn nh\u1eefng \u0111\u1ed1i t\u01b0\u1ee3ng m\u00e0 ch\u00fang ta c\u00f3 kh\u1ea3 n\u0103ng ph\u1ee5c v\u1ee5 t\u1ed1t nh\u1ea5t v\u00e0 …<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"yoast_head":"\n Ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng, nh\u1eafm m\u1ee5c ti\u00eau v\u00e0 \u0111\u1ecbnh v\u1ecb chi\u1ebfm ch\u1ed7 • Ki\u1ebfn c\u00e0ng<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/kiencang.net\/phan-doan-thi-truong-nham-muc-tieu-va-dinh-vi-chiem-cho\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ph\u00e2n \u0111o\u1ea1n th\u1ecb tr\u01b0\u1eddng, nh\u1eafm m\u1ee5c ti\u00eau v\u00e0 \u0111\u1ecbnh v\u1ecb chi\u1ebfm ch\u1ed7 • Ki\u1ebfn c\u00e0ng\" \/>\n<meta property=\"og:description\" content=\"Ph\u00e2n \u0111o\u1ea1n 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