Slide Bai Giang Marketing FTU

THNG TIN GING VIN
Phm Vn Chin
Ging vin Marketing Quc t Khoa Kinh t & Kinh doanh quc t Hand phone: 0945 6666 75 Email: chienpv@ftu.edu.vn
Bi ging
Marketing cn bn
Basic Marketing
Basic Marketing
Pham Van Chien, 2010
Ti liu tham kho

Gio trnh
1. TRNG HNT, [2000], Gio trnh marketing l thuyt, NXB Gio dc
Ni dung mn hc
Chng 1: Khi qut chung v marketing cn bn Chng 2: Mi trng marketing Chng 3: Nghin cu th trng Chng 4: Chnh sch sn phm Chng 5: Chnh sch gi Chng 6: Chnh sch phn phi Chng 7: Chnh sch xc tin va h tr kinh doanh Chng 8: K hoach ha marketing
Ti liu tham kho

2. PHILIP KOTLER, [2007], Marketing cn bn, NXB Lao ng - x hi
Ti liu tham kho thm

3. TRNG HNT, [2008], Gio trnh marketing quc t, NXB L-XH 4. Tp ch marketing (Hip hi marketing Vit Nam).
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Chng 1: Khi qut chung v marketing cn bn
I- Khi nim marketing

nh ngha marketing
Khi nim marketing
Qu trnh pht trin ca marketing
Bn cht ca marketing
Mc tiu va chc nng ca marketing
Cc khi nim c bn trong marketing
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1. nh ngha marketing
nh ngha 1
(Hip hi marketing M AMA, 1960)
nh ngha 2
Marketing l hot ng ca doanh nghip nhm hng cc lung hng ha t ngi sn xut n ngi tiu dng.
Gii hn: Trong tiu thu san phm.
Marketing l qu trnh ln k hoch, trin khai vic thc hin k hoch, xc nh sn phm, gi c, ym tr, truyn b tng, phn phi hng ha, cung cp dch v hng ti trao i nhm tha mn mc tiu ca cc c nhn v cc t chc.
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nh ngha 2
nh ngha 3
(Gio s M Philip Kotler)
Marketing l qu trnh ln k hoch, trin khai vic thc hin k hoch, xc nh sn phm, gi c, ym tr, truyn b tng, phn phi hng ha, cung cp dch v hng ti trao i nhm tha mn mc tiu ca cc c nhn v cc t chc.
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Khi nim sn phm c m rng Hng ha, Dch v, tng Bao trm ton b hoat ng - Xc nh sn phm - Xc nh gi - Phn phi - Xc tin
Marketing
m t
dng hot ng ca con ngi nhm tha mn nhng nhu cu v mong mun ca h thng qua trao i.
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nh ngha 3
(Gio s M Philip Kotler)
Marketing l mt dng hot ng ca con ngi nhm tha mn nhng nhu cu v mong mun ca h thng qua trao i.
Khng gii hn lnh vc p dng Kinh doanh, Chnh tr, Quc phng, Gio dc... Nhn mnh vic nghin cu nhu cu ca con ngi trc khi sn xut (Quan im marketing hin i)
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2. Bn cht ca marketing
L qu trnh c im bt u nhng khng c im kt thc.
Tm li, marketing l tng th cc hot ng ca doanh nghip hng ti tha mn, gi m nhng nhu cu ca ngi tiu dng trn th trng t c cc mc tiu kinh doanh ca mnh.
M hnh IPAC
Information
Control
Marketing
Planning
A
Basic Marketing Pham Van Chien, 2010 Basic Marketing
Action
2. Bn cht ca marketing
Marketing bt u bng vic nghin cu th trng, pht hin nhu cu v cung cp hng ha tha mn nhng nhu cu Marketing gip doanh nghip theo ui li nhun ti u ch khng phi li nhun ti a. Li nhun ti u: L mc li nhun cao nht t c trong khi vn tha mn cc mc tiu kinh doanh khc. L s tc ng tng h gia hai mt ca mt qu trnh thng nht. - Tha mn nhu cu hin ti. - Gi m nhu cu tim nng
Basic Marketing Pham Van Chien, 2010
3. Cc khi nim c bn trong marketing

Giao dch Nhu cu
Trao i
Th trng
c mun
Sn phm
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Lng cu
3.1 Nhu cu (Needs)

Nhu cu l gi? Theo Philip Kotler: Nhu cu l cm gic thiu ht mt ci g o ma con ngi cm nhn c. Nhu cu l kho nm bt, vic nghin cu nhu cu cng kha kho khn.
3.1 Nhu cu (Needs)

Phn loi nhu cu Nhu cu
Nhu cu hin ti
L nhu cu thit yu a va ang c p ng trong hin ti
Nhu cu tim tng

a xut hin Xut hin ri nhng do nhiu nguyn nhn m cha c p ng Cha xut hin Bn thn ngi tiu dng cng cha bit n
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3.1 Nhu cu (Needs)

M hnh thp nhu cu ca Maslow
T khng nh c tn trng Tnh cm xa hi An ton Tm sinh ly
3.1 Nhu cu (Needs)

Kt lun: Hc thuyt nhu cu ca Maslow
5 4 3 2 1
Nhu cu ca con ngi pht trin t thp n cao, t n gin n phc tp. Khi cc nhu cu c bn c tha mn, thi mi ny sinh cc nhu cu cp bc cao hn. S phn nh nhu cu vo cc cp bc cn ty thuc vo bi cnh xa hi. Mc thoa mn nhu cu ca mi ngi l khc nhau.
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3.2 c mun (Wants)

c mun l gi? Theo Philip Kotler: c mun l mt nhu cu c dng c thu,
tng ng vi trnh vn ha va nhn cch ca c th.
3.2 c mun (Wants)

Nhu cu a dng dng hn. c mun cng a
Cc yu t anh hng n c mun:

- Vn ha - C tnh ca ngi tiu dng - Trnh cua ngi tiu dng - Thi quen tiu dng
Khi con ngi gn nhu cu vi mt sn phm c th,khi o ngi ta c c mun

3.3 Lng cu (Demands)

Lng cu l gi? Lng cu l c mun b gii hn bi kha nng thanh ton. Rt hay nhm ln: NHU CU LNG CU - Lng cu l k/n kinh t, lng ha c - Nhu cu l k/n tm sinh ly
3.4 Sn phm (Products)

Sn phm l gi? Sn phm l tt c nhng g c th tha mn
c nhu cu ca ngi tiu dng.
Khng ch gii hn trong vt th vt cht - Sn phm hu hnh - Sn phm v hnh
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3.4 Sn phm (Products)

Cc mc thoa mn nhu cu ca sn phm
Nhu cu Nhu cu Sn phm Sn phm Sn phm Nhu cu
3.5 Trao i (Exchange)

Khi nim
Trao i l hnh vi nhn c mt ci g o va cung cp mt vt g o thay th.
Trao i l c s tn ti ca marketing Marketing ch tn ti khi m con ngi quyt nh p ng nhu cu ca mnh thng qua trao i.
Khng tha mn
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Tha mn mt phn
Tha mn hon ton


iu kin trao i
1
T bao m
2
n xin
3
Chim ot
4
Trao i
1. t nht phi c hai bn. 2. Mi bn phi c mt th g o co gia tr i vi bn kia. 3. Mi bn phi c kha nng thc hin vic lu thng va cung cp hng ha ca mnh. 4. Mi bn phi hon ton c t do trong vic chp nhn hay khc t li ngh ca bn kia. 5. Mi bn phi tin tng vo tnh hp ly hay hp mun trong vic quan h vi pha bn kia.
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3.6 Giao dch (Transaction)

Khi nim
Giao dch l mt cuc trao i nhng vt c gia tr gia hai bn.
3.6 Giao dch (Transaction)

iu kin c giao dch
1. t nht phi c hai vt c gia tr. 2. Nhng iu kin giao dch a c tha thun. 3. Thi gian giao dch a c n nh.
Giao dch l n v o lng c bn ca trao i.
4. a im thc hin giao dch a c tha thun.
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3.7 Th trng (Market)

Khi nim
Thi trng l ni c nhng nhu cu cn c p ng.
II- Qu trnh pht trin ca marketing

1 T hin tng n khoa hc
Marketing truyn thng v marketing hin i
Th trng khng nht thit phi l mt a im c th.
Cc quan im kinh doanh trong marketing
4
Trit l marketing
1. T hin tng n khoa hc
2. Marketing truyn thng va marketing hin i
Xt v ni dung thut ng marketing:

1970 1905
Pht trin sang cc nc XHCN Mn marketing ln u tin c a vo ging dy trn th gii (Harvard University)
Truyn thng: C tnh cht chc nng tiu thu.

1928
Hin i:
Mang tnh cht trit l kinh doanh.
1908
Hip hi marketing v qung co c thnh lp ti M, i tn thnh AMA 1973
T chc marketing thng mi u tin c thnh lp M

Basic Marketing Pham Van Chien, 2010 Basic Marketing Pham Van Chien, 2010
Marketing truyn thng

u Th ky 20 Cui nhng nm 1950
Marketing hin i
u nhng nm 1960
Mc tiu: Tiu thu bt k loi sn phm no m doanh nghip c kh nng sn xut. Khi th trng bo ha: Khng cn ph hp Mt cn i cung cu Khng hong tha
Marketing hin i l tt c cc hot ng ca cng ty, cc hot ng ny phi da trn c s hiu bit v s cu ca ngi tiu dng, v s thay i ca n trong tng lai gn v xa. Mc tiu: Pht hin ra nhng nhu cu cha c p ng v nh hng sn xut vo vic p ng nhng nhu cu .
1929-1933, 1937-1938, 1953-1954, 1957-1958

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3. Cc quan im kinh doanh trong marketing

Quan im hon thin sn xut
Nh vy, thay v tm mt (1) tiu thu mt (2), by gi cn phi to ra mt (3) cho mt (4) a c nghin cu trc. o chnh l qu trnh pht trin t marketing truyn thng n marketing hin i.
Sn xut nhiu hn Sn xut tt hn Sn xut theo nhu cu thi trng
Quan im hon thin sn phm
Quan im bn hng Quan im marketing Quan im Marketing mang tnh o c xa hi
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3.1 Quan im hon thin sn xut

Quan im Quan im hon thin sn xut khng nh rng ngi tiu dng s c thin cm vi nhng sn phm c bn rng ri va gia ca phai chng, v th m nhng ngi lnh o doanh nghip phi tp trung n lc vo hon thin sn xut va nng cao hiu qu ca h thng phn phi.
3.1 Quan im hon thin sn xut

Kt qu ca quan im hon thin sn xut Tnh hung 1: CU > CUNG
DN s c gng sn xut cng nhiu cng tt. Tnh hung 2: CU < CUNG
DN tm cch gim gi thnh: Tng NS, Gim chi ph
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3.2 Quan im hon thin sn phm

Quan im Quan im hon thin sn phm khng nh rng ngi tiu dng s a thch nhng hng ha c cht lng cao nht, c tnh nng s dng tt nht, v vy doanh nghip phi tp trung vo vic thng xuyn hon thin sn phm.

Kt qu ca quan im hon thin sn phm t tnh n kin khch hng khi thit k san phm. Khng nghin cu sn phm ca i th cnh tranh. Sn phm cha thuyt phc c ngi tiu dng
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General Motors Hng xe hng u th gii sut 78 nm lin

Ti sao mt sn phm c cht lng tt vn cha thuyt phc c ngi tiu dng???
1990: Khai sinh Saturn
1998: Hng ti dng xe hng sang
Tiu thu v qung co Bn thn sn phm
2007: Saturn Aura
Saturn Aura
3.3 Quan im bn hng

Quan im Quan im bn hng (quan im tng cng n lc thng mi) khng nh rng ngi tiu dng s khng mua nhiu hng ha ca doanh nghip nu nh doanh nghip khng c nhng n lc ng k trong cc lnh vc tiu thu va khuyn mi.
3.3 Quan im bn hng

Kt qu ca quan im bn hng Mang n nhng thnh cng ng k cho DN Sai lm khi ng nht marketing vi bn hng v qung co. Tiu thu ch la phn ni ca ni bng marketing
Marketing
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3.3 Quan im bn hng
3.3 Quan im bn hng
3/2006: Ra i Mc ch ca marketing khng nht thit l y mnh tiu thu. Mc ch ca n l nhn bit v hiu khch hng k n mc san phm lm ra s p ng ng th hiu ca khch hng v t no c tiu thu. (Peter Drucker) Cui 2007: ng ca
9/2006: Hn 100 CH
Vn u t: 1000 t VND
3.4 Quan im marketing

Ti sao mt sn phm c cht lng tt vn cha thuyt phc c ngi tiu dng??? Quan im Quan im marketing khng nh iu kin ban u t c nhng mc tiu ca doanh nghip l xc nh c nhu cu va mong mun ca cc thi trng mc tiu, p ng cc mong mun y bng nhng phng thc c hiu qu mnh m hn so vi i thu canh tranh
Tiu thu v qung co
Bn thn sn phm
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Phn bit Quan im bn hng - Quan im marketing

i tng quan tm chu yu Cc phng tin t ti mc tiu Mc tiu cui cng
Quan im bn hng: Tp trung vo nhu cu ngi bn

Hng ha N lc thng mi va cac PP kch thch Thu li nhun nh tng KL hng bn ra
Quan im bn hng Quan im marketing: Tp trung vo nhu cu ngi mua

Nhu cu ca khch hng mc tiu Nhng n lc tng hp ca marketing Thu li nhun nh m bo nhu cu NTD
Quan im marketing
3.5 Quan im marketing mang tnh o c - xa hi
3.5 Quan im marketing mang tnh o c - xa hi

Xa hi (Mc sung tc ca mi ngi)
Quan im Quan im marketing mang tnh o c - xa hi khng nh rng nhim v ca doanh nghip l xc nh nhu cu, mong mun va li ch ca cc th trng mc tiu va thoa mn chng bng nhng phng thc c hiu qu hn (so vi i thu canh tranh) ng thi gi nguyn hay cng c mc sung tc cho ngi tiu dng va cho ton xa hi.
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Tng tc nhn thc
Ngy nay
Sc p
Trc 1970 Trc th chin II Ngi tiu dng (Tha mn mong mun)
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Sc p
Doanh nghip (Li nhun)

4. Trit ly marketing
4. Trit ly marketing
Cc doanh nghip s lun phi thch ng vi mt th gii lun thay i. Do vy cn phi c sc sng to, s mm do, linh hot va nng ng nhm p ng tt nhng nhu cu lun thay i ca khch hng. Bit lng nghe khch hng, hiu h, hiu nhu cu ca h v sau l cung ng nhng sn phm ph hp vi mong mun ca h.
Bi ton chia phn chic bnh!
Cty A Cty E Cng ty D
Cty B Cty C
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III- Mc tiu va chc nng ca marketing

Mc tiu ca marketing
1. Mc tiu ca marketing
Li th cnh tranh Li nhun
Chc nng ca marketing
Mc tiu
Cc thnh phn c bn trong marketing
4
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C cu t chc b phn marketing
An ton trong kinh doanh
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Li nhun L thc o hiu qu kinh doanh ca doanh nghip. To ra li nhun bng cch m bo tha mn nhu cu ca ngi tiu dng. Li th cnh tranh c to ra trn c s bit mnh, bit ngi, bit pht huy im mnh ca mnh.
An ton trong kinh doanh Marketing gip doanh nghip phn tch v phn on nhng bin i trn thi trng Nm bt c hi, hn ch rui ro. An ton nh vao vic phn chia ri ro bng cch a dng ha.
a dng ha th trng a dng ha sn phm.
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2. Chc nng ca marketing
3. Cc thnh phn c bn trong marketing

Cc thnh phn c bn ca marketing
4 Sn phm
Product
Nghin cu tng hp v th trng
Hoch nh chin lc kinh doanh
T chc thc hin chin lc
Kim tra, nh gi, hiu chnh
Xc tin
Promotion
Gi c
Price
Phn phi
Place
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Cc thnh phn c bn ca marketing
L tp hp sn phm m cng ty cung ng cho th trng mc tiu L tng s tin m ngi tiu dng phi chi tra c c sn phm Price Place L mi hot ng sn phm d dng n tay khch hng mc tiu

7P trong marketing dch v
Product Promotion Place People Phisical Evidence Process Price
Product Promotion
L mi hot ng ca cng ty nhm truyn ba nhng thng tin v u im sn phm va thuyt phc khch hng mc tiu mua sn phm o

Marketing hn hp (Marketing mix)
3. Cc thnh phn c bn trong marketing Marketing Mix
Marketing hn hp l s kt hp c th cc thnh phn c bn ca marketing nhm t c nhng mc tiu a t ra va p ng c i hi ca th trng mc tiu.
Product
Product variety Quality Design Features Brand name Packaging Sizes Services Warranties
Place Target market

Channels Coverage Assortments Locations Transport
Price
List price Discounts Allowances Payment period Credit terms
Promotion
Sales promotion Advertising Public relations ...
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4. C cu t chc b phn marketing

Qu trnh pht trin quan im v vai tro cua marketing trong cng ty

Mi mt cng ty vi nhng c im v sn phm, th trng va chin lc kinh doanh ring s c cch thc t chc b phn marketing ring.
C 5 m hnh sau thng c s dung:

Marketing Sn xut Ti chnh Nhn s
M hnh t chc theo chc nng M hnh t chc theo a l

Khch hng
M hnh t chc theo sn phm hoc nhn hiu M hnh t chc theo th trng M hnh t chc theo dng ma trn

M hnh t chc theo chc nng
TRNG PHNG MARKETING

M hnh t chc theo a ly
TRNG PH NG
MARKETING
B phn Qun tr marketing
B phn Qung co v khuyn mi
B phn Tiu thu
B phn Ng / cu marketing
B phn Pht trin SP mi
B phn Qung co khuyn mi
B phn Tiu thu ton quc
B phn Nghin cu marketing
- u im: - Nhc im:
D quan l, d phn cng, kim tra. Km hiu qu khi sn phm v thi trng gia tng
Khu vc A
Khu vc B
Khu vc C
M hnh ny p dng cho cc cng ty tiu thu san phm trn phm vi rng

M hnh t chc theo sn phm hoc nhn hiu
TRNG PH NG MARKETING

M hnh t chc theo th trng
TRNG PH NG
MARKETING
B phn Qun tr sn phm
B phn Qun tr Thi trng
Sn phm A
Sn phm B
Sn phm C
Thi trng tiu dng
Thi trng cc t chc
Thi trng th gii
M hnh ny thch hp cho cc doanh nghip c c cu sn phm rng, cc sn phm c nhiu khc bit.
M hnh ny thch hp vi cc doanh nghip cung cp sn phm cho nhiu loi thi trng khc nhau.
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M hnh t chc theo ma trn
TRNG PHNG MARKETING B phn Qun tr thi trng B phn Qung co khuyn mi B phn Qun tr Sn phm B phn Nghin cu marketing B phn Pht trin sn phm mi
Sn phm A
Sn phm B
Sn phm C
p dng cho DN
Thi trng X
- Quy m ln - Cung cp nhiu loi sn phm cho nhiu loi thi trng khc nhau
Hanoi, 2010.
Thi trng Y
Thi trng Z
13
Chng 2: Mi trng marketing
Khi qut chung v mi trng marketing
Bi ging
Cc yu t mi trng bn trong
Marketing cn bn
Chng 2: Mi trng marketing
Cc yu t mi trng bn ngoi
Phm Vn Chin Mobile: 0945 6666 75 E-mail: chienpv@ftu.edu.vn
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I- Khi qut chung v mi trng marketing 1. Khi nim Mi trng Marketing l tp hp cc yu t c th anh hng n hot ng kinh doanh ca doanh nghip trn thi trng.
I- Khi qut chung v mi trng marketing 2. Phn loi

Cn c vao bin gii doanh nghip Mi trng bn trong Mi trng bn ngoi Cn c vao phm vi tc ng Mi trng v m Mi trng vi m Cn c vao kha nng kim sot ca DN Mi trng quc gia Mi trng quc t
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I- Khi qut chung v mi trng marketing

3. ngha ca vic nghin cu mi trng marketing Nghin cu MTBT gip DN nhn ro c cu ni ti, thy c ca mnh. Nghin cu MTBN gip DN nhn ra nhng trong qu trnh hot ng kinh doanh. lun thay i Phi nghin cu thch ng vi nhng thay i
I- Khi qut chung v mi trng marketing

4. Mi quan h gia cc yu t mi trng marketing Mi trng bn ngoi gi vai tro quan trng nht va anh hng ln n DN. MTBN l iu kin khch quan, MTBT l kha nng chu quan Thch nghi va iu tit cc yu t MTBT phu hp vi c im va bin ng ca MTBN Cc yu t MTBT, MTBN lun c s tac ng qua li va anh hng ln nhau MTBT >< MTBT ; MTBT >< MTBN ; MTBN >< MTBN
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II- Cc yu t mi trng bn trong

Mi trng bn trong

1. Mi trng ti chnh doanh nghip
Mi trng bn trong l nhng yu t thuc ni b doanh nghip. Doanh nghip kim sot c cc yu t ny. Cc yu t thuc mi trng bn trong Mi trng Ti chnh doanh nghip Mi trng Nhn s Mi trng Cng ngh Mi trng Vn ha doanh nghip
L kh nng ti chnh ca DN, phn nh quy m, sc mnh ca DN trn th trng. nh gi kh nng ti chnh ca DN thng qua ch tiu g?
vn, kh nng huy ng vn, hiu qu s dng vn
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MI TRNG TI CHNH
VN
MI TRNG TI CHNH
KH NNG HUY NG VN
DN c th huy ng vn t nhng ngun sau:

Bn trong:

Bn ngoi:

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2. Mi trng nhn s
MI TRNG NHN S Quy m va c cu nhn s

Tng s CB, NV trong DN T l CB, NV chia theo tui, gii tnh, trnh hc vn Ch i ng cho CB,NV (lng, thng) Ngn sch dnh cho hot ng o to v ti o to ngi lao ng
Mi trng nhn s l i ng cn b, cng nhn vin ca DN th hin c th bng s lng cn b, trnh hc vn, hng pht trin nhn lc, chi ph ginh cho o to nhn vin nh gi mi trng nhn s cn c vao:

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MI TRNG NHN S Chin lc nhn s cua DN

Chin lc tuyn dng ngun nhn lc Chin lc xy dng v pht trin nhn s

3. Mi trng cng ngh
Mi trng cng ngh l kh nng v cng ngh ca doanh nghip Yu t phn nh trnh cng ngh ca DN:
S lng bng pht minh sng ch, b quyt k thut Trnh CN chung ca DN (CN m DN ang s dng) Chin lc pht trin CN Nng lc ca DN trong hot ng nghin cu v pht trin (R&D) Ngn sch ca DN dnh cho hot ng R&D
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4. Mi trng vn ha doanh nghip Georges de saite marie: Vn ho doanh nghip l tng hp cc gi tr, cc biu tng, huyn thoi, nghi thc, cc iu cm k, cc quan im trit hc, o c to thnh nn mng su xa ca doanh nghip Chuyn gia nghin cu cc t chc Edgar H.Schein: VHDN (hay vn ha cng ty) l tng hp nhng quan nim chung m cc thnh vin trong cng ty hc c trong qu trnh gii quyt cc vn ni b v x l cc vn mi trng xung quanh
MI TRNG VHDN
Cc nhn t cu thnh vn ho DN: Trit l kinh doanh o c kinh doanh Vn ho doanh nhn Cc hnh thc vn ho khc (mu m sn phm; kin trc doanh nghip; cc nghi l, biu tng, khu hiu, n phm... )
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MI TRNG VHDN
Trit l kinh doanh C 3 loi trit l kinh doanh:
Trit l p dng cho cc c nhn kinh doanh Trit l cho cc t chc kinh doanh (ch yu l trit l v qun l ca doanh nghip) Trit l va c th p dng cho cc c nhn li va c th p dng cho cc t chc kinh doanh.
MI TRNG VHDN
Trit l kinh doanh Hnh thc:
mt vn bn, mt cu khu hiu mt bi ht, nhng gi tr nim tin trong cc thnh vin DN
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MI TRNG VHDN
Trit l kinh doanh Ni dung:
s mnh ca doanh nghip,
MI TRNG VHDN
o c kinh doanh o c trong qun tr ngun nhn lc o c trong Marketing o c trong hat ng k ton ti chnh
cc phng thc hnh ng S cnh tranh lnh mnh ca doanh nghip vi i th cc nguyn tc to ra mt phong cch ng x, giao tip c th cho doanh nghip Nhng ng gp, cng hin ca doanh nghip cho x hi
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MI TRNG VHDN
Vn ha doanh nhn Nng lc ca doanh nhn T cht ca doanh nhn o c doanh nhn Phong cch doanh nhn
III- Cc yu t mi trng bn ngoi

Mi trng bn ngoi
Mi trng bn ngoi l nhng yu t doanh nghip . Cc yu t thuc mi trng bn ngoi Mi trng Kinh t Mi trng Chnh tr - Php lut Mi trng T nhin (Mi trng a ly khi hu) Mi trng Nhn khu hc Mi trng Vn ha xa hi Mi trng Cng ngh Mi trng Cnh tranh
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MI TRNG BN NGOI
1. Mi trng Kinh t Mc thu nhp Phn b thu nhp theo cc tng lp x hi Phn b chi ph trong thu nhp Tc pht trin kinh t ca quc gia T l lm pht, gim pht T gi hi oi v cn cn thanh ton quc t C cu kinh t quc gia, chnh sch kinh t quc gia
MI TRNG BN NGOI
1. Mi trng Kinh t T l tit kim/thu nhp: Nht bn: 18% M: 6% . T l n/thu nhp: M: Vay tn dng rt d, nhng li sut rt cao
MI TRNG BN NGOI
2. Mi trng Chnh tr - Php lut Bao gm cc th ch chnh tr, chnh sch ca chnh ph, h thng cc vn bn php quy, cc o lut, b lut v cc quy nh, hng dn thi hnh
MI TRNG BN NGOI
2. Mi trng Chnh tr - Php lut Yu t chinh tr H thng chnh tr, h thng c quan qun ly cac cp. Chnh sch chnh tr ca quc gia nh hng nh th no i vi hot ng kinh doanh ca cng ty?

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MI TRNG BN NGOI
2. Mi trng Chnh tr - Php lut Yu t phap lut Lut trong kinh doanh dng :
Ngn chn nhng hnh vi gian di i vi NTD
MI TRNG BN NGOI
Mi trng T nhin (a l, Kh hu) Bao gm cc yu t t nhin nh hng n ngun lc u vo v cc hot ng kinh doanh ca nhiu ngnh cng nghip Ti nguyn, khong sn:
Thiu ht nguyn liu
t ai, h thng ng bin Thi tit nhim mi trng


Buc DN phi gnh vc nhng chi ph x hi do qu trnh sn xut hay tiu dng sn phm ca h gy ra.
Marketer phi nm vng nhng o lut

MI TRNG BN NGOI
Mi trng Nhn khu hc Mi trng nhn khu hc m t nhng c trng c bn nht lin quan n con ngi mi quc gia Dn s: S dn, Mt , Tc pht trin, tui, Gii tnh Quy m va c cu h gia nh
M: 50% cc cuc HN NHN kt thc bng LY HN
Mc thay i ca cc nhm dn c M giai on 1980-1990

28% 20%
3%
-2% -17%
Thanh nin m i l n (13-19)
Thanh nin trng thnh (20-34)
Trung nin (35-54)
Chun b v hu (55-64)
V hu T 65
MI TRNG BN NGOI Mi trng Vn ha xa hi

X hi m con ngi ln ln trong nh hnh nim tin c bn, gi tr v cc chun mc ca h. Con ngi hp th, hu nh mt cch khng thc, mt th gii quan xc nh mi quan h ca h vi chnh bn thn mnh, vi ngi khc, vi t nhin v vi v tr.
MI TRNG BN NGOI
Nhng gi tr vn ha ct li bn vng Nhng nim tin v gi tr ct li c truyn t b m sang con ci v c cc nh ch x hi, nh nh trng, tn gio, doanh nghip, nh nc, cng c thm. Nhng gi tr vn ha th yu bin i theo thi gian
Nhng gi tr ct li: VD: Lp gia nh Nhng gi tr th yu: VD: Lp gia nh sm

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MI TRNG BN NGOI
Mi trng Vn ha xa hi Gio dc: chnh sch pht trin gio dc, h thng o to, trnh hc vn ca ngi dn, Tn gio v mc nh hng n xa hi. Quan im v o c thm m, li sng, Phong tc tp qun: nh hng n thi quen v tp tnh mua hng
MI TRNG BN NGOI
Mi trng Cng ngh Ngi lm marketing cn theo di cc xu hng sau: S tng tc ca vic thay i cng ngh S thay i ngn sch R&D
Nhng ngi lm Marketing cn hiu r l mi trng cng ngh lun thay i. .. .. Phi cnh gic nhng hu qu khng mong mun ca mi i mi c th gy thit hi cho ngi s dng v to ra s mt tn nhim cng thi chng i ca ngi tiu dng.
MI TRNG BN NGOI
Mi trng Cnh tranh c trng ca mi trng cnh tranh chung: quy nh lin quan n cnh tranh, H cnh tranh gia cc quc gia .. Nghin cu mc cnh tranh: cnh tranh v nhu cu, cnh tranh gia cc sn phm cng loi Nghin cu i th cnh tranh
MI TRNG BN NGOI
5 p lc cnh tranh i th cnh tranh hin ti trong cng mt ngnh DN s gia nhp ngnh .. p lc t pha nh cung ng ..
Ma trn SWOT
-C nhng chuyn gia MKT -C SP mi, cch tn -Cht lng SP, dch v i km -Nhn vin MKT cn t -S khng khc bit ho v SP -Phn phi cha tin li
-Th trng nc ngoi mi -S ra i ca mt o lut - Mt on th trng cn trng do i th hot ng khng hiu qu

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-i th cnh tranh mi -Biu thu mi p cho SP -Chin tranh gi c vi i th
Hanoi, 2010.
Chng 3: Nghin cu thi trng
Khi nim Ni dung nghin cu thi trng
Bi ging
Marketing cn bn
Chng 3: Nghin cu th trng
Quy trnh nghin cu thi trng Phn on TT va la chn TT mc tiu
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I- Khi nim
nh ngha thi trng
Ng dn
1. nh ngha thi trng

S hnh thnh trao i tp trung
Th sn
Ng dn
Th sn
Ng dn
Th sn
Phn loi thi trng
TH TRNG
Mi quan h gia DN va thi trng
Th gm
Nng dn
Th gm
Nng dn
Th gm
Nng dn
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1. nh ngha thi trng

Theo quan im truyn thng Th trng l ni din ra trao i, l ni tin hnh cc hot ng mua bn. Trong marketing, Philip Kotler /n Th trng l tp hp nhng ngi mua sn phm ca doanh nghip, gm nhng ngi mua hin ti v nhng ngi mua tim nng. i vi doanh nghip ..
2. Phn loi thi trng

Cn c vo v tr ca sn phm trong ti sn xut: Th trng tiu dng & th trng doanh nghip. Cn c vo tm quan trng ca th trng: Th trng chnh & th trng ph. Cn c vo tnh cht kinh doanh: Th trng bn bun & th trng bn l. Cn c vo quan h cung cu: Th trng ngi bn & th trng ngi mua
2. Phn loi thi trng

Cn c vo lnh vc kinh doanh: Th trng hng ho, th trng dch v, th trng sc lao ng, thi trng ti chnh Cn c vo i tng lu thng: Th trng tng mt hng c th & th trng nhm hng/ngnh hng. Cn c vo phm vi lu thng: Th trng dn tc, th trng khu vc, th trng th gii.
3. Mi quan h gia DN vi TT
Doanh nghip
Thi trng
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2. Phn loi thi trng

Trong qu trnh hot ng marketing, doanh nghip cn cn phi hiu v mt s dang thi trng sau: TT l thuyt = Trong o Th trng hin ti: th phn ca doanh nghip trong tng dung lng th trng. Th trng tim nng: .. ..
II- Ni dung nghin cu TT

Nghin cu khch hng va hanh vi mua hng
Nghin cu hng ha
Xc nh quy m va c im thi trng
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1. Nghin cu khch hng va hanh vi mua hng
Xc nh khch hng Khch hng ca DN l tp hp nhng ngi mua (a, ang hoc s mua) sn phm ca DN.
Ngi tiu dng cui cng, cc nha bun, nha san xut, nha nhp khu nc ngoi, chnh phu va cac c quan thuc b may nha nc
Nghin cu hnh vi mua hng DN cn bit c khch hng s phn ng nh th nao i vi cc bin php marketing m DN p dng. Tm hiu hnh vi mua hng ca KH:
L ngi tiu dng c nhn L t chc
Nhn chung, c th coi khch hng l ngi:

.. .. ..
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Ngi tiu dng c nhn

Cc yu t kch thch ca marketing Cc tc nhn kch thch khc Hp en thc ca ngi mua Nhng phn ng ca ngi mua
Ngi tiu dng c nhn Cc c tnh ca ngi mua: Vn ha, a v xa hi, gia nh, tui tc, ngh nghip, tnh trng kinh t, li sng, nhn cch, thi Qu trnh thng qua quyt nh mua hng:
- La chn mua hng, nhn hiu, nha cung cp, khi lng mua,
Xut hin nhu cu .. .. Quyt nh mua Hnh ng mua
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Khch hng l t chc Cc yu t anh hng n quyt nh mua hng Nhng yu t mi trng xung quanh: Tnh trng kinh t hin ti va tng lai, cc s kin chnh tr, tin b khoa hc ky thut, hot ng ca i thu canh tranh. Nhng yu t c im ca t chc: Mi khch hng l t chc u c nhng mc tiu ring, phng php ring, c cu va h thng t chc ring. Ai quyt nh mua, phng php nh gia Nhng yu t quan h ca nhn va c im c nhn: Cc c im ca t chc, cc quan h ca nhn va c im c nhn ca ngi mua hng.
Khch hng l t chc thc v nhu cu M ta khai qut nhu cu nh gia san phm Tm hiu nhng ngi cung cp Yu cu cho hng La chn ngi cung cp Lm cc thu tuc t hng nh gia cng vic ca ngi cung ng.
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2. Nghin cu hng ha
y l yu t quyt nh s sng cn cht DN Cht lng hng ha phi m bo cc tnh nng ky thut, cng dng, trn c s nhu cu ca khch hng. canh tranh tt, ngoi cht lng, hng ha phi bao gm cc ch tiu khc nh dch v i km, iu kin s dung m bo li ch ca ngi tiu dng va li ch xa hi. Th hin nhiu cng dng khc nhau ca hng ha. Gip DN tng lng cu va m rng thi trng.
3. Xc nh quy m va c im thi trng Xc nh quy m thi trng L vic xc nh lng cu ca TT v mt hng ha c th, lm c s cho vic nh gia kha nng bn hng ca DN. Lng cu ca thi trng (dung lng thi trng):
Dung lng thi trng l khi lng hng ha c th bn c trn mt phm vi thi trng trong mt thi ky nht nh, thng l 1 nm.
Cng thc tnh dung lng thi trng:

DLTT =
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3. Xc nh quy m va c im thi trng

Xc nh c im thi trng
Tiu thc C c u thi trng Lng ng i mua h ng Cnh tranh Chng lo i hng h a i tng s dun g Quy t nh mua hng Yu cu v dich v Tng i n gin C nhn ho c gia nh C nhn Hng h a ph c tp h n X nghi p, t chc Tp th TT Ng i tiu d ng Nhu cu phn t n a s TT Doanh nghip Nhu cu tp trung S lng khng nhiu
III- Quy trnh nghin cu thi trng

Xc nh vn nghin cu Thu thp thng tin th cp Thu thp thng tin s cp X ly va din gii thng tin Gii thiu kt qu nghin cu S dung kt qu nghin cu.
nh h ng c a qung c o Knh phn ph i Ngu n thng tin Nim y t n ch o hng, mi gii
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IV- Phn on TT va la chn TT mc tiu 1. Phn on thi trng 1.1 Khi nim
IV.1- Phn on thi trng

A. Khng phn on B. Phn on hon ton
Phn on thi trng l . .. thnh cc nhm trn c s nhng im khc bit v nhu cu, mong mun va cac c tnh.
1 1 1 3
a a
b a
C. Phn on theo mc thu nhp (1,2,3)

C. Phn on theo nhm tui (a,b)
C. Phn on ng thi theo mc thu nhp va nhom tui

1.2 Mc ch phn on
Gip DN tip cn d dang va hiu qu hn da trn nhng on thi trng ng nht. Gip DN thy ro c cu ngi tiu dng trn thi trng trn cc kha cnh khc nhau. Gip DN la chn c thi trng mc tiu thch hp. Gip DN pht hin ra nhng khe h cua thi trng, t o tn dng c nhng li th canh tranh. Gip DN ti a ha li nhun trn mt n v sn phm.
1.3 Cc tiu thc phn on

a. Cc nguyn tc phn on thi trng tiu dng
1. Theo yu t a ly. i hi phi chia thi trng thnh nhng n v a ly khac nhau: Khu vc, Quc gia, Vng, Tnh Quyt nh marketing
Trong 1 hay nhiu vng a ly Trong tt c cc vng nhng c chu y n im khc bit v nhu cu va s thch ca tng vng.
VD: COFFE

2. Theo yu t nhn khu hc Ngi mua c phn thnh cc nhm theo tui, gii tnh, hc vn, thu nhp, tn gio c im


3. Theo yu t tm ly. Ngi mua c phn thnh cc nhm theo cc c im tng lp xa hi, li sng, nhn cch. c im
: Xe c, qun o, cch nghi ngi ..: C hu, yu i, thch ci p, nng ng ..: Nhit tnh, c on
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4. Theo yu t hanh vi. Ngi mua c phn thnh cc nhm cn c vao ly do mua hng, li ch tm kim, cng tiu dng, mc trung thnh c im
.: Gip cty nng cao mc s dung hng ha .: Cty phi pht hin c nhng li ch chnh m mi ngi trng i

Li ch tm kim Kinh t Nhn khu hc n ng Hnh vi Tm ly Nhn hiu
NTD tch cc Tnh c lp cao, hng vo gia tri
Cha bnh (nga su rng) Thm m (rng trng) Mi v
Gia nh ng NTD tch cc Bo thu
Thanh thiu nin Tr em
Ht thuc
Ci m va hot bt
Thch ko Hng hi, gm, bc h yu i
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b. Cc nguyn tc phn on thi trng cng nghip

c. Yu cu i vi vic phn on thi trng
Ngnh kinh t Quy m Khi lng n t hng Quyn s hu
Mi phn on phi tht ro rang Mi phn on phi m bo tnh kha thi Thch hp vi vic s dung cc bin php marketing Phn on phi theo trnh t hp ly
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2. La chn thi trng mc tiu

2.1 Khi nim thi trng mc tiu Th trng mc tiu l mt hoc vi on th trng m DN la chn v hng ti tp trung n lc marketing vo nhm t c mc tiu kinh doanh ca mnh.
V- La chn thi trng mc tiu

2.2 Yu cu i vi thi trng mc tiu - Tp trung ln nhu cu v cu - Cng ty c kh nng p ng tt - Lng cu ca th trng mc tiu tng i ph hp vi khi lng sn phm m cng ty c kh nng cung cp - m bo mc tiu doanh s, li nhun - C trin vng trong tng lai - Vic thm nhp th trng l kh thi - Mi trng cnh tranh t khc lit
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V- La chn thi trng mc tiu

2.3 Cc chin lc marketing la chn thi trng mc tiu 1. ................................................................................... Coi ton b ngi ngi tiu dng trn TT l TT mc tiu DN khng ch n vic phn on TT 2. ................................................................................... Da vo kt qu phn on TT, phn tch tim lc ca i th La chn mt vi phn on lm TT mc tiu 3. ................................................................................... Da vo kt qu ca phn on th trng DN ch chn mt phn on tt nht lm TT mc tiu
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Chng 4: Chnh sch sn phm trong marketing cn bn
Khi nim sn phm
Vng i sn phm
Bi ging
Marketing cn bn
Chng 4: Chnh sch sn phm
Cc chin lc lin kt SP - TT
Bao b, nhn hiu v thng hiu

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I- Khi nim v san phm

1. Khi nim
I- Khi nim v san phm Khi nim theo quan im marketing
Khi nim truyn thng Sn phm l nhng th do ngi sn xut to ra Sn phm l kt qu u ra ca qu trnh sn xut
I- Khi nim v san phm 2. Cu to sn phm Li ch ct li (Core Benefit) Sn phm hin thc (Generic Product) Sn phm mong i (Expected Product) Sn phm b sung (Augmented Product) Sn phm tim nng (Potential Product)
Li ch ct li
Sn phm hin thc Sn phm mong i Sn phm b sung Sn phm tim nng
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2. Cu to sn phm Li ch ct li
2. Cu to sn phm
Sn phm hin thc L nhng c im chung v kt cu cc b phn SP c th hin di dng vt cht thc t nh: hnh dng, kch thc, mu sc, k c nhn hiu, bao b SP. Thng th hin di dng vt cht thc t.
L iu m khch hng quan tm v i hi nhm tha mn tt nht nhu cu L mc tiu m khch hng theo ui
Cn c ci tin v b sung thng xuyn.

2. Cu to sn phm
Sn phm mong i L tp hp nhng thuc tnh v nhng iu kin m ngi mua . L nhng g m khch hng mong c s dng tt sn phm. Mc ch tha mn tt hn nhu cu v mong mun ca khch hng.
2. Cu to sn phm
Sn phm b sung L . dch v hay li ch khc phn bit mc u vit v sn phm m doanh nghip cung cp so vi sn phm ca i th cnh tranh. i hi hon thin sn phm cao hn. Nc ang pht trin: Cnh tranh = SP mong i.
2. Cu to sn phm
Sn phm tim nng L . c th t c mc cao nht trong tng lai. L ni doanh nghip tm kim phng php mi tha mn nhu cu khch hng.
2. Cu to sn phm
Cu hi Cp no trong 5 cp sn phm ni r cht lng v do quyt nh sn phm tng hay li ch ct li? a. Sn phm ct li b. Sn phm hin thc c. Sn phm mong i d. Sn phm b sung
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3. Phn loi sn phm
3. Phn loi sn phm

Phn loi sn phm khi qut Theo c tnh chung nht ca sn phm
Sn phm hu hnh (hng ha) Sn phm v hnh (dch v)
Phn loi sn phm khi qut Cc loi sn phm trong DN sn xut
Theo lnh vc hot ng

Hng tiu dng Hng t liu sn xut Dch v
3. Phn loi sn phm

Hng tiu dng Hng tiu dng thit yu Hng tiu dng lu bn Hng xa x Hng cng nghip Nguyn, nhin, vt liu (hng CN nh) My mc thit b (hng CN nng) Dch v Dch v hng tiu dng (Y t, i li, nh ) Dch v thng mi (ti chnh, ngn hng, bo him..) Dch v sn xut (t vn, sa cha, lp t)
3. Phn loi sn phm

Cc loi sn phm trong DN sn xut Sn phm ch o (Leader Product) Sn phm tin phong (Locomotive Product) Sn phm ku gi (Appeal Product) Sn phm chin lc (Tactic Product)
3. Phn loi sn phm

Sn phm ch o .. Thu ht c nhiu khch hng nht m bo mc li nhun cao nht To ra bc t ph mi trong kinh doanh To nn tn tui, hnh nh v danh ting cho DN
3. Phn loi sn phm Sn phm tin phong .. L sn phm tiu th c hiu qu Cng c thng hiu v li th cnh tranh cho doanh nghip
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3. Phn loi sn phm Sn phm ku gi ... C th l sn phm c cht lng tt v gi r.
3. Phn loi sn phm

Sn phm chin lc ng vai tr h tr cho vic m rng khch hng Gp phn tng doanh s v li nhun Tn dng nguyn liu, nh xng, my mc Doanh s v li nhun thu c thng khng l n
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4. Mc ch nghin cu chnh sch sn phm

5. nh v sn phm Khi nim nh v sn phm l vic xc nh v th sn phm ca doanh nghip trn th trng so vi sn phm ca i th cnh tranh Ni dung nh v sn phm nh gi SP theo 5 cp nh gi cc chin lc marketing-mix m DN p dng So snh tng quan gia DN v i th cnh tranh (th phn, doanh s, li nhun.)
Gip DN xy dng mt danh mc sn phm cn bng Gip DN c chnh sch sn phm ph hp vi thi quen v tp tnh tiu dng Xy dng mt chin lc sn phn nng ng (l chin lc ph hp vi nhu cu, ma v thi trang trn th trng)
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CHNG 3: CHNH SCH SN PHM

II. Vng i sn phm trong marketing cn bn 1. Khi nim:
II. Vng i sn phm

Vng i sn phm di hay ngn ph thuc vo cc yu t sau:
Vng i sn phm l khong thi gian tn ti ca sn phm trn th trng k t khi .. cho n khi ..
Nhu cu ca ngi tiu dng Bn thn sn phm Cc yu t mi trng Cng dng ca SP thay th
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II. Vng i sn phm

2. Cc giai on ca vng i sn phm:
II. Vng i sn phm

Thm nhp
Giai on thm nhp (Introduction) Giai on tng trng (Growth) Giai on chn mui (Maturity) Giai on suy tn (Decline)
Khi lng sn phm bn ra hay doanh s ca sn phm mc thp . - rt cao Li nhun hu nh cha c, doanh nghip phi tm thi chp nhn l vn Mc tiu chnh ca giai on ny: . .
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II. Vng i sn phm

Tng trng
II. Vng i sn phm

Chn mui
Khi lng SP c tiu th ngy cng tng ln Gi thnh SP tng bc gim xung do(1).. c ct gim, quy m(2).ca DN c m rng Chi ph qung co gim so vi giai on 1 .
Doanh s tng mnh v t mc cao nht Li nhun t max Cui giai on, sau khi t cc i, doanh s v li nhun .
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II. Vng i sn phm

Suy tn
II. Vng i sn phm

Cu hi:
Doanh s bn ngy cng gim mnh Li nhun gim Chi ph tng ln Gii php tnh th . . .
Trong giai on no ca vng i sn phm quc gia, doanh s bt u gim xung:

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a. Thm nhp b. Tng trng c. Chn mui d. Suy tn e. c c v d

II. Vng i sn phm

Cu hi:
II. Vng i sn phm

3. ngha ca vic nghin cu vng i SP
Trong giai on no ca vng i sn phm quc gia, doanh s c mc tng mnh nht

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DN hiu r c quy lut vn ng ca vng i SP qua tng giai on c th phi hp c hiu qu Marketing-mix. Nm c bin ng v chi ph, doanh s v li nhun trong tng giai on. Ch ng trong kinh doanh, tn dng c thi c kinh doanh. Kp thi b sung sn phm mi trn c s chin lc pht trin SP.
a. Thm nhp b. Tng trng c. Chn mui d. Suy tn e. b v c

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III- Cc chin lc lin kt cp SP - TT Ma trn Ansoff 1. Chin lc SP hin hu - TT hin hu 2. Chin lc SP mi - TT hin hu 3. Chin lc SP hin hu - TT mi 4. Chin lc SP mi - TT mi
III- Cc chin lc lin kt cp SP - TT 1. Chin lc SP hin hu TT hin hu iu kin p dng:

.
Mc ch:
Khai thc khch hng c quyn M rng khch hng hn hp Tn cng vo nhm KH ca i th cnh tranh
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III- Cc chin lc lin kt cp SP - TT 2. Chin lc SP mi TT hin hu iu kin p dng:

. .
III- Cc chin lc lin kt cp SP - TT 3. Chin lc SP hin hu TT mi iu kin p dng:

. .
Mc ch:
Duy tr v tr ca DN trn TT hin hu Tn dng s am hiu TT hin hu
Mc ch:
Ko di vng i sn phm Gim bt nhng tn hi v kinh t khi SP khng cn c tiu th ti TT hin hu Vn tip tc khai thc c LN ca SP
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III- Cc chin lc lin kt cp SP - TT 4. Chin lc SP mi TT mi iu kin p dng:

. . Khi c c hi tt v TT v cng ngh SP

IV. Bao b v nhn hiu sn phm
Bao b sn phm Nhn hiu sn phm Thng hiu
Mc ch:
Mang li hiu qu v LN cao M rng v chim lnh TT Nng cao a v trn TT
IV- Bao b v nhn hiu sn phm 1. Bao b sn phm Khi nim Bao b l tt c nhng vt liu cha ng v bao bc SP, gm bao b bn trong v bao b bn ngoi.
IV- Bao b v nhn hiu sn phm Chc nng ca bao b Nhm chc nng ni ti:
Bo v Duy tr . . Sn sng
Nhm chc nng Marketing:

Gii thiu .
IV- Bao b v nhn hiu sn phm VINATABA (thuc l), Trung Nguyn (c ph), VINAMILK (Sa), PETRO VIETNAM (du kh)... Ph Quc (nc mm), Tn Cng (ch), Ch o (go), Made in Viet Nam ("xe my, my tnh thng hiu Vit Nam"). PETRO VIETNAM, VNPT
IV- Bao b v nhn hiu sn phm 2. Nhn hiu hng ha Khi nim (Lut SHTT 2005) Nhn hiu hng ha l nhng du hiu nhn thy c di dng . hoc s kt hp cc yu t , c th hin bng mt hoc nhiu mu sc, c kh nng phn bit hng ha, dch v ca ch s hu nhn hiu vi hng ha, dch v ca ch th khc.
???
IV- Bao b v nhn hiu sn phm 2. Nhn hiu hng ha Khi nim (tip) L nhng du hiu dng phn bit hhdv cng loi ca cc c s sx, kd khc nhau C th l t ng, hnh nh, hoc s kt hp cc yu t trn c th hin bng mt hoc nhiu mu sc.
IV- Bao b v nhn hiu sn phm Yu cu i vi nhn hiu Tn nhn hiu d c d nh Th hin tnh cht ca SP .
www.nhanhieu.com.vn
IV- Bao b v nhn hiu sn phm 3. Thng hiu Khi nim . . . . Vai tr: Nng cao uy tn Thu ht khch hng mi Gip phn phi sn phm hi qu hn To dng hnh nh DN Li th cnh tranh
Nhn hiu v Thng hiu Lch s: Lut s 13/57 ngy 01/8/1957 min Nam:
Nhn hiu sn xut dng cho cc sn phm k ngh hoc canh nng thng hiu dng cho cc thng phm.
T in Vit Nam Ban Tu th Khai Tr:

Thng hiu l tn hiu ca nh bun Nhn hiu l giy dn ngoi lm hiu
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IV- Bao b v nhn hiu sn phm So snh NHN HIU v THNG HIU Thut ng:
Trademark: . Brand: .
IV- Bao b v nhn hiu sn phm So snh NHN HIU v THNG HIU Gi tr:
Nhn hiu: c th c th hin qua h thng s sch k ton Thng hiu: cha c cng nhn trong s sch k ton
Tnh hu hnh
Nhn hiu: c th nhn thy, nghe thy Thng hiu: .
Tip cn
Nhn hiu: Di gc php lut Thng hiu: .
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IV- Bao b v nhn hiu sn phm So snh NHN HIU v THNG HIU Bo h
Nhn hiu: c lut php chng nhn v bo h Thng hiu: Ngi tiu dng chng nhn, tin cy v trung thnh, c bo h thng qua cc yu t cu thnh
IV- Bao b v nhn hiu sn phm Nm 2008: Vit Nam c 400.000 doanh nghip.
Ch c nhn hiu c ng k.
Hnh thnh
DN ng k, c quan chc nng cng nhn DN ..
IV- Bao b v nhn hiu sn phm Copyright Copyright Registered Trademark . . . . cp n quyn tc gi, hay quyn sao chp (right to copy) Trademark L tp hp cc biu tng, hnh nh, mu sc, c mt DN coi l k hiu nhn bit .
IV- Bao b v nhn hiu sn phm Registered Ch c t cnh mt k hiu (c th bao gm tn, biu tng, hnh nh, mu sc,) . ..
Hanoi, 2010.
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CHNG 5: CHNH SCH GI

1 Mc tiu ca chnh sch gi
Cc cn c nh gi
Bi ging
Marketing quc t
Chng 5: Chnh sch gia
Cc bc nh gi ti u
4
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Mt s chin lc gia in hnh

I- Mc tiu ca chnh sch gi

1- Mc tiu doanh s, li nhun Mc tiu li nhun: Li nhun tuyt i = Tng thu Tng chi = TR TC Li nhun tng i = LN tuyt i / Tng vn / I (n v: %)
I- Cc mc tiu ca chnh sch gi

Mc tiu doanh s Doanh s = Gi bn x S sn phm bn c TR = P x Q Doanh s khng hon ton t l vi li nhun
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2- Mc tiu th phn Th phn (hay th phn tuyt i MS) l t l phn trm gia doanh s (hay lng bn) ca doanh nghip so vi tng doanh s (hay lng bn) trn ton b th trng.
MS = Doanh s ca DN / Tng doanh s ca TT hoc MS = S SP bn ra ca DN / Tng s SP tiu th ca TT

2- Mc tiu th phn Th phn tng i (RMS) l t l gia doanh s (hay lng bn) ca doanh nghip so vi doanh s (hay lng bn) ca .
RMS = Doanh s ca DN / Doanh s ca .. hoc RMS = S SP bn ra ca DN / S SP bn ca .
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Basic Marketing

3- Cc mc tiu tnh th trong kinh doanh a. Thm nhp th trng. b. Tung sn phm mi ra th trng
Chnh sch gi ht vng Chnh sch gi tn cng
3. Cc mc tiu tnh th trong KD

a. Thm nhp th trng. Thng p dng vi chin lc SP hin hu TT m i Thi gian u: nh gi thp hn i th cnh tranh thm nhp TT Thi gian sau: DN c th nng gi bn theo cc phng n sau: Nng gi nhng vn thp hn gi ca i th Nng gi bng mc gi ca i th Nng gi cao hn mc gi ca i th
c. M rng th trng d. Bo v v chim lnh th trng

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b. Tung sn phm mi vo th trng. DN c th s dng 2 chnh sch gi:
Chnh sch gi ht vng: Chnh sch gi tn cng:

c. M rng th trng. p dng trong chnh sch sn phm hin hu - th trng hin hu DN gim gi va m rng DS
i vi nhm khch hng hin hu i vi nhm khch hng hn hp Thu ht nhm khch hng ca i th
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d. Bo v va chim lnh th trng. DN c th p dng nhng chnh sch gi sau:
Duy tr CS gi n nh kt hp vi chnh sch khc ca marketing - mix S dng chin lc gim gi khi xut hin i th cnh tranh S dng chin tranh gi c: gim gi t ngt, gim gi mnh.
II- Cc cn c nh gi 1- Phn tch chi ph v gi thnh 2- Phn tch im ha vn 3- co gin cu gia 4- Gia thi trng 5- Gia theo vng i sn phm
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II- Cc cn c nh gi
1- Phn tch chi ph v gi thnh Cc loi chi ph Chi ph mua nguyn vt liu: Gi mua, Vn chuyn, Lu kho Chi ph sn xut: Khu hao, Tin lng cng nhn Chi ph bn bun: Giao dch, Vn chuyn, Kho hng, Marketing Chi ph bn l: Vn chuyn, Bo qun, Marketing, Lng NV Gi bn =
II- Cc cn c nh gi
2- Phn tch im ha vn (Breakeven Point - BP) Khi nim: im ha vn l im xc nh . . . Sn lng ho vn l s sn phm c sn xut ra cn phi bn b p s vn m DN u t Doanh thu ho vn l gi tr tin hng ca sn lng ho vn m DN thu v
..
% Li nhun d kin tnh theo: Gi thnh, Tng chi ph, Chi ph c nh, Chi ph bin i, Li tin gi
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II- Cc cn c nh gi
2- Phn tch im ha vn (Breakeven Point - BP) Min gim gia ti u
II- Cc cn c nh gi Sn lng ha vn: BP =

..
Trong : F: Chi ph c nh
v<M<P
v: l chi ph bin i / 1 n v sn phm P: l gi bn sn phm trc khi gim gi
P: Gi V: Chi ph bin i Doanh thu ha vn =

.
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Basic Marketing
II- Cc cn c nh gi
Bi tp 1: Cho sn lng ho vn = 5000, chi ph c nh = 25.000, chi ph bin i trn mt n v sn phm = 6. Gi bn sn phm s l: a. 12 c. 11 b. 6 d. 5 Bi tp 2:
II- Cc cn c nh gi
Tnh sn lng ha vn bit gi bn l 15 n v v gp 3,75 ln chi ph bin i trn 1 n v sn phm, chi ph c nh l 44000 n v? a. 1066,67 b. 1100 c. 4000 d. 3500
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Basic Marketing
II- Cc cn c nh gi
3- co gin Cu - Gi Cu ph thuc vo: Tnh hnh cung cp (s lng, cht lng SP) Hot ng marketing Mc cp thit ca sn phm Mi trng kinh doanh Mc thu nhp ca ngi tiu dng ..
II- Cc cn c nh gi
co gin cu - gi: Khi nim:
L t l so snh gia .., trong co gin ca cu l kt qu co gin ca gi.
ngha:
Gip DN nhn bit c lng cu s thay i nh th no khi mc gi thay i
II- Cc cn c nh gi
H s co gin cu - gi:
II- Cc cn c nh gi Xt 3 trng hp TH1: Ed > 1:

Cu co gin cao trc s bin ng ca gi . .
Cng thc:
% thay i ca cu Ed = % thay i ca gi
Ed =
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II- Cc cn c nh gi Xt 3 trng hp TH2: Ed < 1

Cu t co gin trc s bin i ca gi . .
II- Cc cn c nh gi Xt 3 trng hp TH3: Ed = 1

Cu co gin n v . .
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II- Cc cn c xc nh gi
Cu hi 1: Cng ty vin thng qun i Viettel p dng chin lc gim gi cc in thoi di ng 2% so vi i th cnh tranh, sau 6 thng lng thu bao ca cng ty tng ln 10%. Nh vy, cu dch v vin thng ca cng ty: a. t co gin trc s bin ng ca gi b. Co gin cao trc s bin ng ca gi c. Khng co gin trc s bin ng ca gi d. Khng c p n ng
II- Cc cn c nh gi
4- Phn tch gi theo cc giai on ca vng i sn phm Giai on thm nhp: DN duy tr mc gi thp, cha t ra mc tiu li nhun, tp trung vo mc tiu thm nhp th trng thnh cng Giai on tng trng: DN tng gi dn dn mc hp l v tng ng vi doanh s tng bc thu li nhun Giai on chn mui: Gi c duy tr mc cao v n nh Giai on suy tn: DN thc hin gim gi thu ht khch hng
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III- Cc bc nh gi ti u
Bc 1: Xc nh mc tiu ca chnh sch gi Bc 2: Xc nh chi ph Bc 3: D on lng bn Bc 4: Xc nh gi cnh tranh Bc 5: Quyt nh mc gia ti u
IV- Mt s chin lc gia in hnh

1. Chin lc gia trong giai on thm nhp 1.1 Chnh sch gia ht vng (Skimming Pricing) L . ngay t khi tung sn phm ra thi trng nhm mc tiu ... iu kin thc hin: SP hon ton mi vi thi trng,c hm lng CN cao, kt cu phc tp, kh bt chc Sn phm mi l, c o nh gia cao em li n tng sn phm c cht lng DN c quyn c cng ngh.
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1. Chin lc gia trong giai on thm nhp 1.2 Chnh sch gia tn cng (Penetration Pricing) L .. ngay t khi tung sn phm ra thi trng nhm mc tiu iu kin thc hin: SP c kt cu n gin, d bt chc. Khi thi trng xut hin i thu canh tranh Khi DN cn m rng thi trng

1. Chin lc gia trong giai on thm nhp 1.2 Chnh sch gia tn cng (Penetration Pricing) Lu . Khi a ban vi mc gia thp, do ngi tiu dng a quen vi mc gia thp: CI BY GIM GI
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2. Chin lc gia trong giai on tng trng va chin mui
IV- Mt s chin lc gia in hnh Chin lc gia phn bit Theo nhm khch hng
. . To ra li nhun cao cho DN, tng kha nng tha mn KH. VD: . ..
Chin lc gia phn bit Theo nhm khch hng Theo nguyn tc a ly Theo iu kin giao hng (FOB, CIF)
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Basic Marketing

Chin lc gia phn bit Theo nguyn tc a ly
Da trn s khac bit v chi ph vn ti, bo him, thu quan,

Chin lc gia phn bit Theo iu kin giao hng
FCA FAS FOB DES DEQ DDP
Theo tnh cht hng ha

Cc mc gia khac nhau khng hon ton phu thuc vo chnh lch v chi ph sn xut, m phu thuc vo . Tng kha nng khai thc tng on thi trng
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IV- Mt s chin lc gia in hnh Chin lc gia theo tm ly khach hng nh gia theo con s le
Wave Alpha: 11.990.000 ng . .. . ..

Cc chin lc duy tr thi trng Chit gia
L hot ng gim gia khi NTD tha mn cc iu kin t ra
Thanh ton bng tin mt, thanh ton nhanh Chit khu theo s lng
Kch thch NTD mua nhiu hn khi chit khu theo s lng Chi ph SX, bn hng, d tr gim Lm cho gia cua DN r hn gia cua i thu
nh gia theo con s chn

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. ..
Basic Marketing

Cc chin lc duy tr thi trng Gim gia
Nguyn nhn tin hnh gim gia
Sn xut d tha Thi phn suy gim Mun thng tr thi trng nh Chi ph thp

Cc chin lc duy tr thi trng Tng gia
Do thu tng, lm pht, chi ph sn xut tng DN nn kho lo tng gia
Tch ri sn phm khi dch v km theo, ct gim dch v Gim chit khu Gim cht lng, tnh nng sn phm Thay i bao gi sn phm
Gim gia n hnh

Tng thm cc u i, cc dch v cho KH
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Basic Marketing

Mt s chin lc gia c bit nh gia theo ma v Chin lc gia theo gia tri cam nhn ca ngi mua nh gia huy dit
Hanoi, 2010.
Basic Marketing
CHNG 7: CHNH SCH PHN PHI
I II
Mc ch v yu cu ca chnh sch phn phi Phng thc phn phi v knh phn phi Cc trung gian trong knh phn phi Chin lc phn phi
Bi ging
III IV
Marketing quc t
Chng 6: Chnh sch phn phi
Basic Marketing
I- Mc ch v yu cu
1. Mc ch
Khi nim
Mc ch ca chnh sch phn phi Yu cu ca chnh sch phn phi
Phn phi hng ha l ton b cc hot ng a sn phm t ngi sn xut n ngi tiu dng hoc ngi s dng. Cc hot ng Marketing lin quan n qu trnh phn phi bao gm: . ..
chia s ri ro,
Chc nng
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Basic Marketing
. ..
1. Mc ch
2. Yu cu
Mc ch Cn bng cung - cu; Chuyn giao quyn s hu t ngi sn xut n ngi tiu dng; Cung cp thng tin v nhn phn hi; Xy dng hnh nh ca doanh nghip.
4R Right .. , Right ., Right , Right

3. Chc nng
Ct gim v kim sot chi ph mt cch ti u To ra cc gi tr/tin ch/li ch (utilities): v khng gian, v thi gian, v thng tin & xc tin v v giao dch.
II- Phng thc phn phi v knh phn phi
Phng thc phn phi
Knh phn phi
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Basic Marketing
II- Phng thc phn phi v knh phn phi
1. Phng thc phn phi

Phng thc phn phi trc tip Khi nim:
L hot ng phn phi hng ha trc tip t ngi sn xut n ngi tiu dng VD: Bn ti ca hng gii thiu SP ca cng ty, my bn hng t ng, website ca NSX
Phng thc phn phi l t nh sn xut n ngi tiu dng cui cng. Knh phn phi l tham gia lu chuyn lung hng ha t nh sn xut n ngi tiu dng cui cng.
u im
Ch ng quyt nh lng hng ha phn phi .. .. .. .. .. .. .. .. .. Basic Marketing Pham Van Chien, 2010 ..
Basic Marketing
1. Phng thc phn phi

Phng thc phn phi gin tip Khi nim:
Phng thc phn phi gin tip l phn phi hng ha .. .. .. .. VD: hng bn qua ca hng tp ha, cc i l, h thng cc siu th, trn website ca nh phn phi
2. Knh phn phi

Knh phn phi trc tip Khi nim:
L knh phn phi ch bao gm .. .. .. .. ..
Phng thc
Bn hng n tn h gia nh Bn hng qua th t hng Bn hng qua h thng vin thng
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u im
Khng phi u t ngun lc vo hot ng phn phi Basic Marketing Pham Van Chien, 2010 .. .. .. .. ..
Bn hng qua h thng ca hng ca nh sn xut
2. Knh phn phi

Knh phn phi trc tip (tip) u im
.. .. .. .. .. DN ch ng trong hot ng phn phi DN quan h trc tip vi khch hng .. .. .. .. .. DN khng phi chia s li nhun
2. Knh phn phi

Knh phn phi gin tip Knh ngn
Khi nim:
Knh ngn hay cn gi l knh phn phi cp mt bao gm hot ng bn hng .. .. ..
u im
Vn tn dng c nhng u im ca .. ..
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Nhc im
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Qun l rt phc tp, u t nhiu vn Pham v Van nhn lc Chien, 2010 .. .. .. ..
Gim bt mt phn chc nng lu thng, gim bt nhn Pham Van Chien, 2010 lc, vn u t vo phn phi
2. Knh phn phi

Knh phn phi gin tip (tip) Knh di
Khi nim:
L knh phn phi bao gm .. .. ..
2. Knh phn phi

i vi hng tiu dng
Knh 0: NSX NTD K. cp 1: NSX NBL NTD K. cp 2: NSX NBB NBL NTD
K. cp 3: NSX i l/Mi gii NBB NBL NTD i vi hng cng nghip Knh 0: NSX Doanh nghip mua K. cp 1: NSX i din hoc Nh phn phi CN DNM K. cp 2: NSX i din Nh phn phi CN DNM
u im
.. .. .. .. .. Hot ng phn phi linh hot Kh nng tha mn nhu cu ca th trng cao
Nhc im
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Nh sn xut khng tip xc trc tip vi khch hng nn .. .. .. ..Pham .. Van Chien, 2010 Hot ng qun l phc tp
III. Cc trung gian trong knh phn phi
.. .. .. ..
Bn bun
Wholesaler
W
Bn l
Retailer
Bn cho .. .. ..
Mi gii
Broker
B
A
R
i din cho .. .. .. .. .. ..
i l
Agent
Xc tin mua bn hng ha, .. .. .. .. ..
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Basic Marketing
Ngi bn bun u im
c tr gip v mt ti chnh Thu c hiu qu cao do .. .. ..
Ngi bn l u im
C .. .. .. .. Nhy bn vi nhng bin ng ca th trng Kh nng an ton trong kinh doanh cao hn so vi .. ..
Nhc im
Nh bn bun thng c xu hng .. .. i vi nh sn xut. t tip cn vi ngi tiu dng cui cng nn .. .. .. .. Basic Marketing Pham Van Chien, 2010 .. ..
Nhc im
DN khng th tn dng c .. .
Ngi i l c im
Thc hin chc nng .. .. .. .. quyn s hu i vi hng ha Quy m kinh doanh nh, li nhun l hoa hng do bn mua hoc bn bn tr .. quyn quyt nh gi bn hoc mua sn phm
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Ngi mi gii c im
.. .. tham gia cnh tranh mua bn trn th trng .. quyn s hu i vi hng ha .. quyn nh ot hng ha Li nhun l tin hoa hng mi gii
NSX phi gnh chu ri ro thng mi, nhng
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IV- Chin lc phn phi
Cu hi: Mt ca hng tin li c bn cc sn phm ca Vinamilk v hng hoa hng trn doanh s bn, khng quyt nh ti gi bn sn phm, l .
a. Ca hng ca Cng ty b. i l ca Cng ty c. Nh bn l ca Cng ty d. p n b v c
Chin lc phn phi c quyn
Chin lc phn phi chn lc
Chin lc phn phi tp trung
IV- Chin lc phn phi

Khi nim Chin lc phn phi l tp hp cc quyt nh v c cu, quy m v tnh cht h thng phn phi m nh sn xut s dng lu chuyn sn phm ca mnh n tay ngi tiu dng cui cng. Cng c th coi chin lc phn phi l cc quyt nh v phng thc v knh phn phi: trc tip hay gin tip, mt hay nhiu knh, di mi knh, s lng im bn v loi trung gian s dng.
IV- Chin lc phn phi

Chin lc phn phi c quyn Khi nim
L chin lc phn phi trong doanh nghip la chn .. .. .. .. ..
c im
Thng i km vi hot ng .. .. Trung gian c quyn khng c php bn hng .. .. .. p dng khi nh sn xut mun duy tr phn ln .. .. .. Chin lc ny gip tn to hnh nh ca doanh nghip p dng ph bin trong cc ngnh .. ..
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IV- Chin lc phn phi

Chin lc phn phi chn lc Khi nim
L phng thc phn phi trong , doanh nghip s .. .. mt s trung gian ph hp nht, phc v cho hot ng phn phi hng ha trn th trng.
IV- Chin lc phn phi Chin lc phn phi tp trung Khi nim
Cn gi l chin lc phn phi mnh, cng ty c gng a .. .. .. .. .. . bng cch s dng .. cc thnh phn trung gian trn th trng tham gia phn phi.
c im
Gip doanh nghip pht trin mi quan h vi .. .. .. .. Mc kim sot th trng cao hn trong khi tit kim chi ph hn .. ... Thng s dung i vi .. .. ..
c im
Thng p dng i vi .. .. ...
IV- Chin lc phn phi Cu hi: Cc nh sn xut thng c xu hng chuyn t phn phiv phn phi . sang chin lc phn phi .
IV- Chin lc phn phi

Cu hi: Chc nng ch yu ca l xc tin vic mua bn hng ha trn th trng, lm cho cung cu trn th trng gp nhau. a. Ngi i l b. Ngi bn l c. Ngi bn bun d. Ngi mi gii e. p n a v d
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Basic Marketing
IV- Chin lc phn phi

nh gia tai chnh cc hot ng phn phi
IV- Chin lc phn phi

nh gia cac phng tin vn chuyn
Phng tin Thi gian Tn s tin cy a dng hng ha a dng a im Cc ph
6% 10%
Vn chuyn ra ngoi khu vc Bao gi
ng st
ng thy
Chi ph hnh chnh 46% 26% X l n hng Lu kho Duy tr hng d tr 3%4% 5% Tip nhn v bc xp hng
ng khng ng b
ng ng
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Basic Marketing
Hanoi, 2010.
CHNG 8: CHNH SCH XC TIN V H TR KINH DOANH
Mc ch ca chnh sch xc tin
Bi ging
II
Cc chin lc xc tin va h tr kinh doanh
Marketing cn bn
Chng 7: Chnh sch xc tin va h tr kinh doanh
III
Cc cng c thc hin
Basic Marketing
I- Mc ch
y mnh tiu thu hang ha
II- Cc chin lc xc tin
Chin lc ko To li th cnh tranh cho doanh nghip Chin lc y Truyn t thng tin v DN v SP n KH
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Basic Marketing
1. Chin lc ko
Khi nim Chin lc ko l chin lc ..
2. Chin lc y
Khi nim L chin lc xc tin trong DN s dng .. .. .. bn sn phm ca DN mnh c im Mc ch ca chin lc y l xc tin kinh doanh i vi .. ... Cng c ch yu l: .. ..
.. .. .. ..
c im Khch hng mc tiu ca chin lc ko l
.. .. ..
Mc tiu ca chin lc ny l tc ng trc tip n ngi tiu dng khin cho h .. DN phi s dng cc cng c Marketing nh: .. .. .. ...
.. .. .. ..
3. So snh chin lc ko v chin lc y Ging nhau u l chin lc xc tin kinh doanh Khc nhau i tng m .. hng ti l ngi tiu dng cui cng, i tng ca .. l trung gian phn phi Cng c .. s dng ch yu l qung co, tip th Cng c ca .. ch yu thng qua nhng u i dnh cho nh phn phi.
III- Cc cng c thc hin

1 2 3 4
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III- Cc cng c
5 6 7
1. Qung co
Khi nim (d tho lut QC) Phng n 1: Qung co l gii thiu n cng chng v hot ng kinh doanh hng ho, dch v ( bao gm dch v c mc ch sinh li v dch v khng c mc ch sinh li). Phng n 2: Qung co l hot ng xc tin thng mi ca thng nhn gii thiu vi khch hng v hot ng kinh doanh hng ha, dch v ca mnh. Qung co l vic s dng cc phng tin khng gian v thi gian truyn tin nh trc v sn phm hay th trng cho ngi bn l hay ngi tiu th
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Basic Marketing
1. Qung co
Mc ch Qung co l mt thng ip c p li. Qung co thng a thng tin trn cc phng tin thng tin i chng nh truyn hnh, bo ch Mc ch ca qung co l thng bo, thuyt phc ngi tiu dng v sn phm h quan tm, tin tng ri tin ti mua sn phm Qung co gip xy dng hnh nh doanh nghip
1. Qung co
Cc phng tin qung co Nhm phng tin nghe nhn
Truyn hnh. Pht thanh Internet
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Basic Marketing
1. Qung co
Cc phng tin qung co Nhm phng tin in n
Bo ch Catalogue, t ri, lch qung co
1. Qung co
Cc phng tin qung co Nhm phng tin qung co ngoi tri
Hp n qung co n mu Bin qung co in t Pa-n qung co
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1. Qung co
Cc phng tin qung co Nhm phng tin qung co di ng
Qung co trn phng tin giao thng Qung co trn cc vt: o, M
1. Qung co
Cc phng tin qung co Nhm phng tin qung co khc
Bng cc s kin k l Trn cc sn phm khc
Basic Marketing
Basic Marketing
2. PR - Quan h cng chng
2. PR - Quan h cng chng

Nu sn phm ca bn l TIN PHONG trong ngnh ! Nu sn phm ca bn khng tin phong, nhng c nt KHC BIT ! Nu sn phm ca bn KHNG TIN PHONG, va CHNG C NT KHC BIT
Basic Marketing
Basic Marketing
2. Quan h cng chng

Khi nim Cng chng l bt c nhm ngi no c mi quan tm hay nh hng hin ti hoc tim nng n kh nng t c nhng mc tiu ca doanh nghip. Quan h cng chng l nhng bin php kch thch nhu cu ca ngi tiu dng .. .. .. ..
2. Quan h cng chng

Vai tr ca PR Tr gip DN tung ra sn phm mi H tr cho vic nh v li sn phm giai on chn mui Gy nh hng ti mt nhm khch hng mc tiu c th Bo v nhng sn phm ang gp rc ri vi cng chng trn th trng Xy dng nhng hnh nh v DN
Basic Marketing
Basic Marketing
2. Quan h cng chng

Cc cng c trong PR Cc loi n phm Cc s kin vn ha th thao Cc bi pht biu T chc hi ngh khch hng
2. Quan h cng chng

Cc ni dung c bn ca hot ng PR .. .. .. .. T chc tt cc s kin. .. .. .. .. Cc hot ng ti tr cng ng. Cc hot ng phi thng mi trc tip vi khch hng.
Basic Marketing
Basic Marketing
Cu hi
La chn yu t khng phi l cng c ca hot ng quan h cng chng: a. Cc loi n phm b. Phiu mua hng gim gi c. Cc s kin vn ho-th thao d. Cc bi pht biu e. Hi ngh khch hng f. Khng c p n ng
Cu hi
Trng hp doanh nghip Coca- cola Vit Nam ang b nghi ng v l sn phm nc cam Fan-ta khng m bo cht lng, doanh nghip nn s dng cng c no ly li lng tin vi khch hng? a. Qung co b. Khuyn mi c. Quan h cng chng d. Khuyn mi kt hp hi ch trin lm e. Khng c p n
Basic Marketing
Basic Marketing
3. Hi ch trin lm thng mi
Khi nim Hi ch, trin lm thng mi l hot ng xc tin thng mi c thc hin tp trung trong mt thi gian v ti mt a im nht nh thng nhn trng by, gii thiu hng ho, dch v nhm mc ch thc y, tm kim c hi giao kt hp ng mua bn hng ho, hp ng dch v. (Lut thng mi nm 2005, iu 129, mc 4) c im Quy t c mt lng khch hng ln nh gi nhanh phn ng ca ngi tiu dng Trng by v gii thiu sn phm nh gi i th cnh tranh
Phn loi Hi ch trin lm tng hp Hi ch trin lm chuyn ngnh Hi ch trin lm nh k Hi ch trin lm khng nh k
Basic Marketing
Basic Marketing
Quy trnh tham gia hi ch trin lm TM
4. Bn hng c nhn
Khi nim Bn hng c nhn l cng c ca chin lc xc tin trong nhn vin bn hng s trc tip gp g, thuyt phc khch hng mua sn phm ca DN Quy trnh bn hng c nhn Bc 1: iu tra v nh gi Bc 2: Chun b Bc 3: Tip cn khch hng Bc 4: Trnh by v gii thiu sn phm Bc 5: X l cc thc mc ca khch hng Bc 6: Kt thc Bc 7: Kim tra
Bc 1: Xc nh v nh gi cc hi ch trin lm Bc 2: Quyt nh hi ch s tham gia Bc 3: Xc nh mc tiu khi tham gia hi ch trin lm quc t Bc 4: Nghin cu v khch tham quan Bc 5: Nghin cu d liu v hi ch Bc 6: Lp k hoch tham gia hi ch
5. Vn minh thng mi
Khi nim Vn minh thng mi th hin qua tt c cc hot ng ca doanh nghip nhm tho mn ngy cng tt hn nhu cu a dng ca khch hng Th hin: Tr s lm vic Phong thi lm vic ca nhn vin Hnh thc vn bn, ti liu a im ca hng
6. Xc tin mua bn
Khi nim Xc tin mua bn l nhm cng c truyn thng s dng hn hp cc cng c c ng, kch thch mua bn hng ha nhm tng nhanh nhu cu v sn phm.
6. Xc tin mua bn
Cc hnh thc khuyn mi Theo Lut thng mi Vit Nam 2005
1. Dng th hng mu min ph 2. Tng qu 3. Gim gi 4. Tng phiu mua hng 5. Phiu d thi 6. Cc chng trnh may ri 7. T chc chng trnh khch hng thng xuyn 8. Chng trnh vn ha, ngh thut, gii tr.
6. Xc tin mua bn
Nguyn tc khuyn mi Theo Lut thng mi Vit Nam 2005
1. Trung thc, cng khai, minh bch 2. Khng phn bit i x 3. H tr khach hng 4. Cht lng sn phm 5. Khng lm dng lng tin 6. Cnh tranh lnh mnh 7. Khng c khuyn mi thuc cha bnh
6. Xc tin mua bn
Khuyn mi, NH NC DOANH NGHIP Thi hn gim gia
Quy nh: < 90 ngy/nm, 45 ngy/t DN: .. .. .. .. ..
7. Marketing trc tip

Khi nim Marketing trc tip c gng kt hp c 3 yu t l qung co, xc tin mua bn v bn hng c nhn i n bn hng trc tip khng qua trung gian. Cc cng c Catalog Th trc tip Marketing qua in thoi Marketing trc tip trn truyn hnh Marketing trc tip trn truyn thanh, tp ch. E-marketing
Mc gim gia
Quy nh: <= 50% mc gia ngay trc khi gim DN: .. .. .. .. ..
Gia tri hang khuyn mi

Quy nh: <=50% gia tri hang ha
Gii thng o
.. .. .. .. ..
Basic Marketing
Ti M v Ty u, khi phn tch nhng nguyn nhn chnh dn ti s tht bi ca cc sn phm mi tung ra trn th trng, con s thng k ch ra:
30% do nh v th trng sai. 30% do khng p ng c nhu cu v mong i ca ngi tiu dng. 30% do khng c chng trnh qung co v khuyn mi ph hp. 10% do knh phn phi yu.
Hanoi, 2010.
Chng 8: K hoach ha chin lc marketing
Khi qut chung
Trnh t k hoach ha
Bi ging
Marketing cn bn
Chng 8: K hoch ha chin lc marketing
Ni dung chnh ca mt bn k hoach marketing
Basic Marketing
Pham Van Chien,
2010
I- Khi qut chung
I. Khi qut chung

1. Khi nim
Khi nim
Tm quan trng
Phn loi
K hoach ha chin lc marketing l ton b hoat ng xy dng va thc hin k hoch da trn s kt hp hi ha gia tnh hnh thi trng va mi trng kinh doanh vi mc tiu, kha nng va ngun lc ca doanh nghip nhm t hiu qu kinh doanh cao nht.
Basic Marketing
Pham Van Chien,
2010
Basic Marketing
Pham Van Chien,
2010
I. Khi qut chung

2. Tm quan trng Gip doanh nghip nhn bit nhanh chng va tn dng cc c hi kinh doanh, chu ng c phng n i ph vi nhng tc ng bt li t mi trng. Nhn thc y u va kip thi im mnh va im yu ca mnh
I. Khi qut chung

2. Tm quan trng Phn b co hiu qu cc ngun lc (sn xut, ti chnh, nhn lc) cho cc mc tiu va theo tin a xac nh. Phi hp hnh ng gia cc b phn chc nng trong doanh nghip mc tt nht.
Basic Marketing
Pham Van Chien,
2010
Basic Marketing
Pham Van Chien,
2010
I. Khi qut chung

3. Phn loi K hoach ha di hn: T 5 nm tr ln (K hoach 5 nm, mc tiu n nm 20xx)
II. Trnh t k hoach ha

Quy trnh IPAC
I
Information
K hoach ha trung hn: T 1 n 4 nm (K hoach nm, ch tiu 2 nm) K hoach ha ngn hn (di 1 nm) (K hoach quy, thng)
A
Control
K hoch ha
Planning
Action

1. Thu thp thng tin (Information) Xc nh nhu cu thng tin Xy dng h thng thu thp v x l thng tin D bo din bin ca mi trng kinh doanh Lp bng tng hp nh gi cc yu t mi trng kinh doanh

2. Lp k hoach (Planning) Cn c vo vic nh gi v la chn trng im kinh doanh, hay n v kinh doanh chin lc (Strategic Business Unit) (SBU l .. .. .. m doanh nghip nn tp trung ngun lc u t, pht trin v khai thc). S dng m hnh BCG (Ma trn tng trngth phn), da vo 2 tiu ch: .. .. .. .. ..
Basic Marketing
Pham Van Chien,
2010
Basic Marketing
Pham Van Chien,
2010

2. Lp k hoach (Planning) 4 trng thi khc nhau i vi mi SBU: du hi, ngi sao, b sa hay tin mt, ch ch.

du hi: Hot ng kinh doanh trn TT .. .. .. .. .. DN thm nhp TT khi trn TT .. .. .. .. Hot ng kinh doanh i hi nhiu vn u t: nh xng, my mc, thit b. Hot ng KD c trin vng ln v li nhun v tng trng .. ..
Basic Marketing
Pham Van Chien,
2010
Basic Marketing
Pham Van Chien,
2010
ngi sao: Hot ng KD c mc tng trng ngnh cao, th phn ln DN c li th v cnh tranh v c hi pht trin Hot ng KD ny c
bo sa hay tin mt: Hot ng KD c mc tng trng ngnh ., nhng th phn .. L lnh vc KD .. .. .., nhng hot ng ny i hi t vn u t v tip tc sn sinh ra nhiu li nhun
2010 Basic Marketing Pham Van Chien, 2010
.. ..
Basic Marketing
Pham Van Chien,

2. Lp k hoach (Planning) DN cn c nh gi y v kp thi cn i li danh mc sn phm, lnh vc hay ngnh ngh kinh doanh ca mnh, trn c s cc mc tiu v c nhng nh hng u tin r rng. Xy dng chng trnh hnh ng thng nht v k hoch thc hin chi tit, c th.
chu cho: L lnh vc KD .. .. i hi t vn u t nhng li nhun khng cao v vy DN nn .. .. ..

Basic Marketing
Pham Van Chien,
2010

3. T chc thc hin (Action)
Phn b cc ngun lc mt cch ti u theo khu vc th trng, cho tng thi k, i vi mi SBU. Thc hin cc chnh sch (sn phm, gi, phn phi, xc tin) ra trong k hoch. To s phi hp ng b gia cc b phn trong DN, cng nh gia doanh nghip vi cc i tc ca mnh. Duy tr lin tc h vic thu thp thng tin nm c mt cch h thng nhng phn hi cng cc thng tin mi nht t th trng.

4. Kim tra va iu chnh (Control) nh gi din bin trn th trng, i chiu kt qu t c vi mc tiu ra, t iu chnh li k hoch ban u cho ph hp vi kh nng v ngun lc thc t ca doanh nghip. Kt hp gia kim tra nh k v kim tra t xut ng ph linh hot, kp thi v tng kh nng thch nghi ca doanh nghip i vi mi trng kinh doanh ca mnh.
Basic Marketing
Pham Van Chien,
2010
III. Ni dung chnh ca mt k hoach marketing
III. Ni dung chnh ca mt k hoach marketing
Gm 8 phn c bn: Tm lc chung
Gm 8 phn c bn: Chin lc Marketing (.. .. .. .. .. ..) Chng trnh hnh ng c th (t chc, phi hp hot ng, phn nh trch nhim, tin v thi hn) D ton li l .. .. .. .. ..
.. ..(mi trng, th
trng, cnh tranh, tnh hnh kinh doanh ca DN) .. .. .. .. Cc mc tiu ra (doanh s, th phn, li nhun)
Basic Marketing
Pham Van Chien,
2010
Nhng lu Tnh hnh bin ng ca mi trng nh hng n tt c cc bc KHH Marketing vi nhng mc khc nhau i vi tng doanh nghip. Khng tn ti mu k hoch Marketing hon ho m khi xy dng KH Marketing, cc DN u phi cn c vo tnh kh thi v mc ph hp vi mi trng v th trng.
Nhng lu Thch nghi vi mi trng v thc s hng ti khch hng nhng ngi trc tip quyt nh s thnh bi ca DN, v l nhng gim kho cng bng nht chm im bi thi Marketing ca cc DN chnh l cha kha a DN ti thnh cng trong kinh doanh.
Basic Marketing
Pham Van Chien,
2010
Basic Marketing
Pham Van Chien,
2010
Hanoi, 2010.

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THNG TIN GING VIN

Pham Van Chien, 2010

Ti liu tham kho

Ti liu tham kho

Ti liu tham kho thm

Pham Van Chien, 2010

Pham Van Chien, 2010

Chng 1: Khi qut chung v marketing cn bn

I- Khi nim marketing

Khi nim marketing

Qu trnh pht trin ca marketing

Mc tiu va chc nng ca marketing

Cc khi nim c bn trong marketing

Pham Van Chien, 2010

Pham Van Chien, 2010

Gii hn: Trong tiu thu san phm.

Pham Van Chien, 2010

Pham Van Chien, 2010

Pham Van Chien, 2010

Pham Van Chien, 2010

Pham Van Chien, 2010

Pham Van Chien, 2010

3. Cc khi nim c bn trong marketing

3.1 Nhu cu (Needs)

3.1 Nhu cu (Needs)

Nhu cu tim tng

Pham Van Chien, 2010

Pham Van Chien, 2010

3.1 Nhu cu (Needs)

3.1 Nhu cu (Needs)

3.2 c mun (Wants)

3.2 c mun (Wants)

Cc yu t anh hng n c mun:

Khi con ngi gn nhu cu vi mt sn phm c th,khi o ngi ta c c mun

3.3 Lng cu (Demands)

3.4 Sn phm (Products)

Khng ch gii hn trong vt th vt cht - Sn phm hu hnh - Sn phm v hnh

Pham Van Chien, 2010

Pham Van Chien, 2010

3.4 Sn phm (Products)

3.5 Trao i (Exchange)

Tha mn hon ton

3.5 Trao i (Exchange)

3.5 Trao i (Exchange)

Pham Van Chien, 2010

Pham Van Chien, 2010

3.6 Giao dch (Transaction)

3.6 Giao dch (Transaction)

Giao dch l n v o lng c bn ca trao i.

4. a im thc hin giao dch a c tha thun.

Pham Van Chien, 2010

Pham Van Chien, 2010

3.7 Th trng (Market)

II- Qu trnh pht trin ca marketing

Marketing truyn thng v marketing hin i

Th trng khng nht thit phi l mt a im c th.

Cc quan im kinh doanh trong marketing

Pham Van Chien, 2010

1. T hin tng n khoa hc

2. Marketing truyn thng va marketing hin i

Xt v ni dung thut ng marketing:

Truyn thng: C tnh cht chc nng tiu thu.

Mang tnh cht trit l kinh doanh.

Hip hi marketing v qung co c thnh lp ti M, i tn thnh AMA 1973