Dao duc marketing

Tags: to chuc kinh doanh, nguyen tac dao duc, cac tieu chuan, cac cong ty, khach hang, quang cao, muc tieu, cua cong, kha nang, van de, marketing, loi, dieu, nhan, y


Dao duc marketing
Dao duc la cac tieu chuan ve cach hanh xu chi phoi tu cach cua cac ca nhan, nhom va cac to chuc kinh doanh. So voi cac chuc nang khac thi marketing la mot linh vuc co nhieu kha nang phat sinh cac van de ve dao duc. Sau day la nhung muc tieu ma nhung nguoi lam marketing phai nam bat cung nhu nhung dieu vi pham dao duc ma ho da lam de dat duoc nhung muc tieu nay: :

o Xay dung su nhan thuc. Quay ray khach hang het lan nay den lan khac bang thong diep cua minh, san sang xam pham su rieng tu cua khach hang neu can thiet.

o Giup cac san pham va dich vu cua cong ty noi bat trong dam dong. Cuong dieu cac diem tich cuc va che giau nhung diem tieu cuc bang mot ve ngoai dep, bat mat.

o Khuyen khich khach hang mua hang. Hua hen voi khach hang qua muc.

Cac mau quang cao thuong mac phai cac van de ve chuan muc dao duc theo nhin nhan cua cong chung. Co bao nhieu mau quang cao tren truyen hinh ma ban da xem co canh lai xe rat au? Co bao nhieu mau quang cao ve ngan hang va the tin dung khuyen khich tu do vay muon de tieu dung ca nhan? Cac mau quang cao nay noi nhung loi le het suc khoa truong: "Hay tan huong mot ky nghi ly tuong. The tin dung cua chung toi se lam cho dieu do that de dang". Dung bao gio ban tam rang qua nhieu nguoi san sang no nan, va day la nhung nguoi co nhieu kha nang huong ung quang cao nhat. Dac biet, nhung mau quang cao nham den tre em da dan den nhieu loi than phien cua cong chung.

Ap luc de duoc chu y da khien cac nha quang cao thi nhau ho hao, tham chi di qua nguong cu xu dao duc. Dong thoi, Internet cung mo ra nhung linh vuc quan tam moi, dang chu y nhat la thu thap va su dung trai phep thong tin cua khach hang.

Mac du nhieu nuoc, chang han nhu My, da ban hanh luat cam nhung hanh vi vo dao duc trong marketing, song ro rang la nhung luat nay se chang bao gio kiem che duoc tat ca moi nhieu hanh vi xau duoi danh nghia marketing. Chi nhung nguyen tac dao duc tot dep trong pham vi cac cong ty, nganh cong nghiep va cac nhom chuyen nghiep la du kha nang lam dieu do. Theo cong ty Ethics Quality thi "Cac nguyen tac dao duc hoat dong nhu mot chiec may loc dau trong co may marketing: chung loc cac tap chat de dau co the lam cho co may hoat dong. Tat ca cac cong ty can nhung nguyen tac dao duc de loc bo ban chat khong tot cua thuong truong canh tranh de co the nham den, thu hut va giu chan nhung khach hang tot cho cong ty". Day la mot loi khuyen co gia tri.

That kho xac dinh ro lieu khach hang ngay nay co con kho chiu vi marketing hon so voi truoc day hay khong, hay lieu khach hang ngay nay da san sang thang than bay to y kien moi khi bat binh. Chi biet rang, trong bat cu truong hop nao di nua thi su thieu dao duc cung khien bo phan marketing khong co duoc mot danh tieng tot, tham chi lam cho danh tieng ngay cang lu mo them. Tinh huong khong hay nay chac chan se lam giam ty le sinh loi tren von dau tu cho marketing. Vi vay, mot trong nhung thu thach cua cong tac marketing la cai thien niem tin cua cong chung vao cac cuoc truyen thong marketing. Cach hieu qua nhat de dat duoc dieu do la dam bao rang moi hinh thuc ho tro ban hang, quang cao, dinh gia, va moi hanh vi su dung thong tin cua khach hang deu phai phu hop voi mot chuan muc dao duc cao. Cac thu thach duoc mo ta trong chuong nay co y nghia quan trong. Ba trong so do - giu dung loi hua, danh gia va giai trinh trach nhiem, va cu xu hop dao duc - la nhung thu thach ben trong, cua rieng cong ty va thuoc su kiem soat cua cac nha quan ly cung nhu nhan vien. Nhung kho khan nay se duoc giai quyet neu moi nguoi don nhan chung mot cach nghiem tuc. Nhung thach thuc khac o ben ngoai va kho giai quyet hon thong qua hanh dong truc tiep. Chang han, mot minh cong ty khong the thay doi su that rang thong tin giua ho va khach hang ngay cang bao hoa. Ho cung khong the loai bo su hon loan trong quang cao va ho tro ban hang von can tro truyen thong marketing. Tuy nhien, ngay ca nhung kho khan lon hon cung co the vuot qua neu co chien luoc marketing hieu qua va sang tao.

Tom tat

o Su bat doi xung thong tin von la dieu thuan loi cho nha san xuat gio dang di den hoi ket thuc, phan lon la do su xuat hien cua Internet. Nha san xuat phai tim cach dieu chinh tinh hinh moi nay.

o Cac cong ty phai cam ket giu dung loi hua, nghia la ho phai rut ngan khoang cach giua nhung loi hoa my ve san pham cung nhu ve thuong hieu cong ty voi thuc te ma khach hang trai nghiem.

o Hau nhu nhung thong diep marketing khong nhan duoc su chu y, don nhan cua moi nguoi. Cach hieu qua de giai quyet tinh trang nay la cung cap nhung thong diep marketing chua dung mot gia tri nao do doi voi khach hang.

o Nhung nguoi lam cong tac marketing noi chung va quang cao noi rieng thuong mac phai cac van de ve chuan muc dao duc. Su nhan biet cua cong chung ve hanh vi nay chac chan se lam giam ty le sinh loi tren von dau tu marketing.

Nguon: Quan ly du an lon va nho - First News va NXB Tong hop TPHCM

Dao duc marketing
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Tìm hiểu: to chuc kinh doanh, nguyen tac dao duc, cac tieu chuan, cac cong ty, khach hang, quang cao, muc tieu, cua cong, kha nang, van de, marketing, loi, dieu, nhan, y

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