Marketing Quoc Te

BI GING MN HC
MARKETING QUC T
Ging vin: TS Nguyn Huyn Minh Khoa Kinh t v Kinh doanh quc t Tng 2 nh B, i hc Ngoi thng 91 ph Cha Lng qun ng a H Ni
Email: T:
huyenminh@yahoo.co.uk 01 226 376 787
http://twitter.com/huyenminh
TC28E KTN
Yu cu sinh vin nghim tc thc hin cc ni quy, quy ch ca nh trng, c bit l vn eo th sinh vin. Sinh vin bt buc phi eo th bng dy eo ca nh trng khi vo trng, vo ging ng, trong sut bui hc cng nh khi i li trong khun vin nh trng. KHNG EO TH = KHNG VO HI TRNG, KHNG C IM DANH, KHNG C NHN KIM TRA, KHNG C D THI.
TC28E KTN
Cn gi gn v sinh phng hc cng nh trong khun vin nh trng v trn ng ph, to np sng vn ha v vn minh hc ng. Rn luyn thc k lut, tc phong nhanh nhn; nghim tc, trung thc; i hc ng gi, gi trt t; c ti liu, phn bin bi ging hc tp c hiu qu.
TC28E KTN Gio trnh:

Gio trnh Marketing l thuyt (Trng i hc Ngoi thng), PGS.TS. L nh Tng (ch bin), NXB Gio dc, 2000. Gio trnh Marketing cn bn, GS. TS. Trn Minh o, NXB H Kinh t quc dn, 2009. Gio trnh Marketing quc t (Trng i hc Ngoi thng), PGS.TS. Nguyn Trung Vn (ch bin), NXB Lao ng - X hi, 2008.
TC28E KTN Ti liu tham kho ch yu:

Marketing Management, Kotler P., Keller K. L., Prentice Hall, 14th edition, 2011. International Marketing, Philip R. Cateora, Mary C. Gilly, John L. Graham, McGraw-Hill/Irwin, 15th edition, 2011.
TC28E KTN Chng trnh mn hc Marketing quc t

Chng 1. Khi qut chung v Marketing v Marketing quc t Chng 2. Mi trng Marketing quc t Chng 3. Nghin cu th trng th gii Chng 4. K hoch ha chin lc Marketing quc t Chng 5. Chin lc sn phm quc t Chng 6. Chin lc gi quc t Chng 7. Chin lc phn phi quc t Chng 8. Chin lc xc tin quc t
TC28E KTN Tin mn hc

Th hai 1/4: Gii thiu mn hc + Chng 1 (1) Th t 3/4: Chng 1 (2) Th su 5/4: Chng 2 Th su 12/4: Chng 4 Th hai 15/4: Chng 5
Th hai 8/4: Chng 3 (1)

Th t 10/4: Chng 3 (2)
Th t 17/4: Chng 6
Th hai 22/4: Chng 7
Th t 24/4: Chng 8 + Cng b t cch d thi

Th su 26/4: THI HT MN (A501, A503)
Cch tnh im hc phn nin ch

im hc phn l im thi vit cui k (trc nghim kt hp t lun, khng s dng ti liu). iu kin d thi: c mt trn lp t nht 3/5 s bui im danh ngu nhin. Khng chp nhn bt c trng hp ngoi l no. Nu c gian ln s b hy t cch d thi v chu k lut theo quy nh hin hnh. Kim tra gia k (cu hi ng/sai, gii thch ngn gn, c s dng ti liu): tnh im thng. Tham gia tch cc (im danh, pht biu kin xy dng bi, tr li cu hi, phn bin bi ging): tnh im thng.
TC28E KTN Marketing QT

Thng tin phn hi v ging vin v mn hc:
- Trc tip cho ging vin (T 01 226 376 787). - Khoa o to ti chc (tng 2 nh A, gio vin ch nhim: TS Nguyn Bch Lan). - B mn Marketing quc t (Trng B mn: PGS. TS. Nguyn Thanh Bnh). - Khoa Kinh t v Kinh doanh quc t (Trng Khoa: PGS. TS. Bi Th L, tng 2 nh B, T: 04 3835 6800/01, my l 515, 518). - Ban Gim hiu (Hiu trng: GS. TS. Hong Vn Chu, tng 8 nh A, T: 04 3834 4403, my l 168). - H thng hp th ly kin t trong khun vin trng hoc ti a ch http://cqa.ftu.edu.vn do Trung tm m bo cht lng (tng 10 nh A) qun l.

Lu v vic lin lc vi ging vin: - Vui lng trnh lin lc qua in thoi (gi in hay nhn tin) trc 8h hoc sau 21h, tr trng hp khn cp.
- u tin lin lc qua email, vui lng ghi r trn tiu (subject): TC28E - Ni dung hi. V d:
TC28E Bi ging chng II TC28E Bi tp chng Gi
TC28E Thc mc v kt qu im danh

- Xin vui lng KHNG a ging vin vo danh sch bn b trn cc mng x hi (Facebook, LinkedIn) hoc m thoi trc tuyn (Yahoo!Messenger).
- Ging vin KHNG tip sinh vin ti nh ring vi bt k l do g.

- NGHIM CM tng qu di bt k hnh thc no.
TNG QUAN V MARKETING V MARKETING QUC T
CHNG 1
1. Khi qut chung v Marketing 2. Khi nim Marketing quc t 3. T chc cng ty kinh doanh quc t
(Gio trnh MKT LT, tr.5 29 v tr. 33 37)
1. Khi qut chung v Marketing
CHNG 1
1.1. Mt s nh ngha: - NAMT (1935): Marketing l vic tin hnh cc hot ng kinh doanh nhm hng cc lung hng ha v dch v t ngi sn xut v pha ngi tiu dng.

1.1. Mt s nh ngha: - AMA (1985): Marketing l qu trnh ln k hoch v trin khai thc hin vic to ra sn phm, nh gi, xc tin v truyn b tng, phn phi hng ha, cung ng dch v hng ti trao i nhm tha mn mc tiu ca cc c nhn v cc t chc.
CHNG 1

1.1. Mt s nh ngha: - AMA (2007, tm dch): Marketing l mt hot ng, hay cc t chc, hoc nhng quy trnh nhm to ra, qung b, chuyn giao v trao i nhng g c gi tr i vi ngi tiu dng, khch hng, i tc v x hi ni chung.
CHNG 1
CHNG 1
1.1. Mt s nh ngha: - Philip Kotler (1976): Marketing l mt hot ng ca con ngi nhm tha mn nhu cu v mong mun thng qua trao i.
CHNG 1
1.2. Bn cht ca Marketing: - L mt h thng cc hot ng v gii php ca doanh nghip, xut pht t th trng v nhm tha mn nhu cu ca th trng, qua t mc tiu kinh doanh

1.2. Bn cht ca Marketing: - L s tc ng tng h gia hai mt ca mt qu trnh thng nht. Mt mt, nghin cu thn trng, ton din th trng nhm tm hiu v nm bt nhu cu, th hiu, thi quen, s thch ca NTD, nh hng sn xut theo th trng. Mt khc, ch ng tc ng tch cc n th trng, nghin cu nhu cu tim tng, gi m v n u nhng xu hng tiu dng trong tng lai.
CHNG 1

1.3. Chc nng ca Marketing: - Nghin cu tng hp v th trng - Hoch nh cc chnh sch kinh doanh (sn phm, gi, phn phi, xc tin) - T chc trin khai thc hin cc chnh sch trn mt cch hiu qu v ng b - Tin hnh kim tra c nhng iu chnh thch hp vi bin ng ca th trng.
CHNG 1

1.4. Cc mc tiu ca Marketing: 1.4.1. Li nhun: Marketing tm kim li nhun ti u. 1.4.2. Th phn/Li th cnh tranh: Ginh th phn to v th v lu di. 1.4.3. An ton trong kinh doanh: Nm bt c hi kinh doanh, nhng cn nhc ri ro v c nhng bin php ng ph kp thi vi bt trc c th xy ra.
CHNG 1
1.5. Cc khi nim c bn
CHNG 1
7 khi nim c bn: - Nhu cu - c mun - S cu, lng cu - Sn phm - Trao i - Giao dch - Th trng

1.5.1. Nhu cu: - L cm gic thiu ht mt ci g m con ngi cm nhn c - Nhu cu c th xut hin v c p ng, c th xut hin nhng cha c p ng, cng c th cha xut hin - Khi nhu cu cha c p ng th ngi ta thng tm kim i tng c kh nng tha mn nhu cu
CHNG 1
CHNG 1
1.5.1. Nhu cu: - Nu quan tm n nhu cu ca NTD theo quan im Marketing, DN cn p ng tt nht nhu cu ca h ginh im trc i th v c NTD tin tng, la chn - Tha mn nhu cu l tng ci ngun ca Marketing.
CHNG 1
1.5.1. Nhu cu: Th bc nhu cu theo Maslow

Nhu cu t khng nh Nhu cu c tn trng
Nhu cu giao tip x hi Nhu cu v an ton Nhu cu tm sinh l
CHNG 1
1.5.2. c mun: - L s hng ti nhu cu c th. chnh l vic ngi ta lm g tha mn nhu cu ca mnh - Theo Philip Kotler, khi mt c nhn gn nhu cu vi mt vt c th th cho thy l mnh c mt c mun
CHNG 1
1.5.2. c mun: - c mun cng rt a dng, phong ph. chnh l nhu cu c dng c th, tng ng vi trnh vn ha, li sng, thi quen v nhn cch ca c th.

1.5.2. c mun: - Khi pht sinh nhu cu, c mun s xut hin v chnh c mun s ko theo ng c lm mt vic g tha mn nhu cu. Nh vy, bt c ai, khi lm bt c vic g cng u c ng c ca mnh. Trong Marketing, ch yu nghin cu ng c mua hng ca khch hng l c nhn hay t chc.
CHNG 1
CHNG 1
1.5.3. S cu, lng cu: - c mun ca con ngi hu nh v hn nhng kh nng thanh ton li c hn. Khi c mun b gii hn bi kh nng thanh ton th l s cu, hay lng cu.

1.5.3. S cu, lng cu: - Nh vy, s cu l sc mua c th ca hng ha, dch v, l biu hin c th ca vic tha mn nhu cu thng qua vic tiu th sn phm - Khc vi nhu cu ch mang tnh cht tm sinh l t nhin, cu l khi nim kinh t v c th lng ha c.
CHNG 1

1.5.4. Sn phm: - Sn phm l tt c nhng g c th tha mn c nhu cu hay c mun ca con ngi. - Khi xut hin nhu cu, con ngi s tm cch tha mn nhu cu y thng qua cc sn phm. Tuy nhin, khng phi tt c cc sn phm trn th trng u c kh nng p ng hon ton nhu cu.
CHNG 1

1.5.5. Trao i: - L hnh vi nhn c mt vt g cng vi vic cung cp mt vt khc thay th - Marketing tn ti trong trng hp m con ngi quyt nh vic p ng nhu cu v c mun thng qua trao i
CHNG 1

1.5.5. Trao i: - Trn thc t, trao i ch l 1 trong 4 phng thc theo cc c nhn ring bit c th nhn c nhng vt m mnh mong mun (t bo m, chim ot, cu xin, trao i), nhng li l phng thc c nhiu u im nht nn c s dng ph bin nht
CHNG 1

1.5.5. Trao i: - 5 iu kin tin hnh trao i t nguyn (xem GT tr.10,11). Vn dng trong kinh doanh: sn phm cho bn phi p ng nhu cu ca NTD, vic cung ng phi lun sn sng, ngi mua c t do la chn, quyt nh v DN cn to ra v phi gi c nim tin ca khch hng.
CHNG 1

1.5.6. Giao dch: - Giao dch l cuc trao i nhng vt c gi tr gia cc bn lin quan. - Nu trao i l khi nim c bn ca Marketing th giao dch l n v o lng c bn v c th ca trao i. - Nhn chung, mt giao dch bao hm s tha thun v cc ch th, i tng, cc iu kin, thi gian v a im giao dch.
CHNG 1

1.5.7. Th trng: - L tp hp khch hng, bao gm nhng ngi mua hin ti v nhng ngi mua tim tng i vi 1 sn phm, tc l hi 3 yu t: c c mun, c kh nng v c mong mun trao i - Ngi lm Marketing nn hiu n gin th trng l ni c nhng nhu cu cn c p ng
CHNG 1
Core Marketing Concepts
N
E E D S W A N
Pricing
D E M A N D S
Distribution
V
P R O D U C T S A L U E
R & D
T
S
EXCHANGE TRANSACTION
MARKET
Capabilities to pay
Promotion
MARKETING ENVIRONMENT
CHNG 1

7 khi nim c bn: Nhu cu c mun S cu, lng cu Sn phm Trao i Giao dch Th trng Nguyn Huyn Minh
(FTU)
CHNG 1

1.4.1. Nhu cu: L cm gic thiu ht mt ci g m con ngi cm nhn c Nhu cu c th xut hin v c p ng, c th xut hin nhng cha c p ng, cng c th cha xut hin Khi nhu cu cha c p ng th ngi ta thng tm kim i tng c kh nng tha mn nhu cu
Nguyn Huyn Minh (FTU)
CHNG 1

1.4.1. Nhu cu: - Nu quan tm n nhu cu ca NTD theo quan im Marketing, DN cn p ng tt nht nhu cu ca h ginh im trc i th v c NTD tin tng, la chn - Tha mn nhu cu l tng ci ngun ca Marketing.
CHNG 1

1.4.2. c mun: - L s hng ti nhu cu c th. chnh l vic ngi ta lm g tha mn nhu cu ca mnh - Theo Philip Kotler, khi mt c nhn gn nhu cu vi mt vt c th th cho thy l mnh c mt c mun
CHNG 1

1.4.2. c mun: - c mun cng rt a dng, phong ph. chnh l nhu cu c dng c th, tng ng vi trnh vn ha, li sng, thi quen v nhn cch ca c th.
CHNG 1

1.4.2. c mun: - Khi pht sinh nhu cu, c mun s xut hin v chnh c mun s ko theo ng c lm mt vic g tha mn nhu cu. Nh vy, bt c ai, khi lm bt c vic g cng u c ng c ca mnh. Trong Marketing, ch yu nghin cu ng c mua hng ca khch hng l c nhn hay t chc.
CHNG 1

1.4.3. S cu, lng cu: - c mun ca con ngi hu nh v hn nhng kh nng thanh ton li c hn. Khi c mun b gii hn bi kh nng thanh ton th l s cu, hay lng cu.
CHNG 1

1.4.3. S cu, lng cu: - Nh vy, s cu l sc mua c th ca hng ha, dch v, l biu hin c th ca vic tha mn nhu cu thng qua vic tiu th sn phm - Khc vi nhu cu ch mang tnh cht tm sinh l t nhin, cu l khi nim kinh t v c th lng ha c.
CHNG 1

1.4.4. Sn phm: - Sn phm l tt c nhng g c th tha mn c nhu cu hay c mun ca con ngi. - Khi xut hin nhu cu, con ngi s tm cch tha mn nhu cu y thng qua cc sn phm. Tuy nhin, khng phi tt c cc sn phm trn th trng u c kh nng p ng hon ton nhu cu.
CHNG 1

1.4.5. Trao i: - L hnh vi nhn c mt vt g cng vi vic cung cp mt vt khc thay th - Marketing tn ti trong trng hp m con ngi quyt nh vic p ng nhu cu v c mun thng qua trao i
CHNG 1

1.4.5. Trao i: - Trn thc t, trao i ch l 1 trong 4 phng thc theo cc c nhn ring bit c th nhn c nhng vt m mnh mong mun (t bo m, chim ot, cu xin, trao i), nhng li l phng thc c nhiu u im nht nn c s dng ph bin nht
CHNG 1

1.4.5. Trao i: - 5 iu kin tin hnh trao i t nguyn (xem GT tr.10,11). Vn dng trong kinh doanh: sn phm cho bn phi p ng nhu cu ca NTD, vic cung ng phi lun sn sng, ngi mua c t do la chn, quyt nh v DN cn to ra v phi gi c nim tin ca khch hng.
CHNG 1

1.4.6. Giao dch: - Giao dch l cuc trao i nhng vt c gi tr gia cc bn lin quan. - Nu trao i l khi nim c bn ca Marketing th giao dch l n v o lng c bn v c th ca trao i. - Nhn chung, mt giao dch bao hm s tha thun v cc ch th, i tng, cc iu kin, thi gian v a im giao dch.
CHNG 1

1.4.7. Th trng: - L tp hp khch hng, bao gm nhng ngi mua hin ti v nhng ngi mua tim tng i vi 1 sn phm, tc l hi 3 yu t: c c mun, c kh nng v c mong mun trao i - Ngi lm Marketing nn hiu n gin th trng l ni c nhng nhu cu cn c p ng
CHNG 1
Cc thnh phn c bn (1): - Sn phm: c tnh, cht lng, chng loi, mu m, kiu dng, kch c, bao b, nhn mc, thng hiu, bo hnh, dch v sau bn hng - Gi: bng gi, gi nim yt, gim gi, chit khu, iu kin thanh ton, iu kin tn dng Nguyn Huyn Minh
(FTU)
CHNG 1
Cc thnh phn c bn (2): - Phn phi: Knh phn phi, la chn im bn, o to nhn vin, trng by hng ha, qun l kho bi, vn chuyn, logistics - Xc tin: Qung co, PR, hi ch trin lm, Marketing trc tip, xc tin bn, vn minh thng mi Nguyn Huyn Minh
(FTU)
CHNG 1
Marketing hn hp: - Marketing-Mix (4Ps) l s vn dng nhun nhuyn v kt hp hi ha c 4 thnh phn c bn (sn phm, gi, phn phi, xc tin) t hiu ng tt nht ln th trng mc tiu ca doanh nghip.
The Marketing-Mix with 4Ps & 4Cs

P R O PRODUCT C NEEDS & WANTS C U PRICE S
D
U C E R
COST(S)
T
O M E R
PLACE
CONVENIENCE
PROMOTION
COMMUNICATION
The Marketing-Mix with 4Ps, 4Cs & 4As

P R O PRODUCT C NEEDS & WANTS C U S
Acceptability
D
U C E R
PRICE
Affordability
COST(S)
T
O M E R
PLACE
Availability
Awareness
CONVENIENCE
PROMOTION
COMMUNICATION
CHNG 1

Cc mc tiu ca Marketing: Li nhun: Marketing tm kim li nhun ti u. Th phn/Li th cnh tranh: Ginh th phn to v th v lu di. An ton trong kinh doanh: Nm bt c hi kinh doanh, nhng cn nhc ri ro v c nhng bin php ng ph kp thi vi Huyn Minh bt trc c thNguyn xy ra.
(FTU)
CHNG 1
1.5. Cc quan im kinh doanh 1.5.1. Quan im hon thin sn xut: - Theo quan im ny, NTD s c thin cm hn i vi nhng mt hng c bn rng ri vi gi c phi chng - Cc DN cn tp trung vo vic nng cao hiu qu sn xut (high production efficiency) v m rng h thng phn phi (wide distribution coverage ). Nguyn Huyn Minh
(FTU)
CHNG 1
1.5. Cc quan im kinh doanh
1.5.2. Quan im hon thin sn phm: - Theo quan im ny, NTD s a thch nhng sn phm c cht lng tt nht, c tnh nng s dng cao nht - Cc DN cn tp trung vo vic hon thin (making superior products) v khng ngng i mi (improving them over time) sn phm ca mnh . Nguyn Huyn Minh
(FTU)
CHNG 1

1.5.3. Quan im tng cng n lc TM: - Theo quan im ny (cn gi l quan im bn hng), NTD thng c sc v nu khng c gii thiu hay thuyt phc th t h s khng mua, hoc t mua SP - Cc DN cn tp trung vo vic tng cng nhng n lc nhm tiu th v kch thch tiu th (aggressive selling and promotion effort) Nguyn Huyn Minh
(FTU)
CHNG 1

1.5.4. Quan im Marketing: - Theo quan im ny, yu t c bn m bo cho vic thc hin cc mc tiu ca DN l xc nh c nhu cu v mong mun ca th trng mc tiu v to s hi lng, tha mn mt cch mnh m v hiu qu hn cc i th cnh tranh.
So snh quan im bn hng vi quan im Marketing

Bn ci mnh c (Sell what we make)
Doanh nghip
Xut pht im
Sn phm
i tng quan tm ch yu
N lc bn hng & XT
Phng tin t mc tiu
Li nhun nh khi lng bn

Mc tiu
Th trng mc tiu
Nhu cu KH
N lc tng Li nhun nh s hi hp ca Marketing lng ca KH
Bn ci khch hng cn (Make what we can sell)
CHNG 1

1.5.5. Quan im Marketing o c XH: - Theo quan im ny, nhim v ca DN l xc nh nhu cu, c mun, mi quan tm ca th trng mc tiu nhm to s hi lng, tha mn mt cch mnh m v hiu qu hn cc i th cnh tranh m vn gi nguyn hay cng c li ch ca NTD v cho ton XH
CHNG 1

1.5.5. Quan im Marketing o c XH: - Ni cch khc, quan im Marketing o c x hi (Societal Marketing Concept) i hi doanh nghip trong qu trnh hot ng ca mnh lun phi tm cch cn bng c 3 yu t: li nhun ca cng ty, quyn li ca NTD v li ch chung ca ton x hi.
Marketing v li ch x hi/Marketing o c x hi (Societal Marketing Concept)
XH
Nhn thc, tng tc
p lc
NTD
p lc
DN
CHNG 1
1.6. Khi nim v Marketing quc t

c gio trnh Marketing quc t: - Khi nim, bn cht, chc nng, vai tr, bi cnh ra i ca Marketing quc t: tr. 35 54.
CHNG 1

Mt s nh ngha:
International Marketing is the performance of business activities designed to plan, price, promote and direct the flow of a companys goods and services to consumers or users in more than one nation for a profit. (Philip R. Cateora, Mary C. Gilly & John L. Graham, International Marketing, 14th edition, Irwin/McGraw-Hill, 2009). Nguyn Huyn Minh
(FTU)
CHNG 1

Mt s nh ngha: International Marketing is the performance of business activities that designed to plan, price, promote and direct the flow of a companys goods and services from producers to consumers or users in more than one nation for a profit. (Cateora, Gilly &Graham, International Marketing, 14th edition, McGraw-Hill, 2009).(NAMT Marketing definition, Nguyn Huyn 1935) Minh
(FTU)
CHNG 1

Mt s nh ngha: International Marketing is the multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives. (Sak Onkvisit, John J. Shaw, International Marketing: Analysis and Strategy, 4th Nguyn Huyn Minh edition, Routledge, 2004 )
(FTU)
CHNG 1

Mt s nh ngha: International Marketing is the multinational process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.(Sak Onkvisit, John J. Shaw, International Marketing: Analysis and Strategy, 4th edition, Routledge, 2007) (AMA definition of Huyn Marketing, 1985) Nguyn Minh
(FTU)
CHNG 1

Mt s nh ngha:
An organization that engages in global marketing focuses its resources on global market opportunities and threats. (Warren J. Keegan, Mark C. Green (2004), Global Marketing,Prentice Hall, 4th Ed.) International marketing is the application of marketing orientation and marketing capabilities to international business. (Muhlbacher, H., Helmuth, L. and Dahringer, L. (2006), International Marketing - A Global Nguyn Huyn Minh rd Ed.) Perspective, Thomson, 3 (FTU)
CHNG 1

Mt s nh ngha (GT tr. 37-39):
Warren J. Keegan: c hi v thch thc trn th trng ton cu Philip R. Cateora: ngi tiu dng/ngi s dng trn hn mt quc gia H. Igor Ansoff: ly th trng nc ngoi lm nh hng Michael R. Czinkota: giao dch thng mi qua bin gii quc gia Vern Terpstra: hot ng kinh doanh trn phm vi ton cu nhm tha mn nhu cu ca ngi tiu dng ton cu
CHNG 1
Bn cht v nhng vn ct li
Bn cht:
- Tm v tha mn tt nht nhu cu ca ngi tiu dng nc ngoi - y mnh tiu th sn phm bng con ng xut khu theo ngha y - Mi trng hot ng m rng v phc tp trn nhng cp khc nhau
CHNG 1
Bn cht:
- Doanh nghip ng vai tr l nh XK, nh kinh doanh QT, nh u t QT, cng ty quc t, cng ty ton cu - Cnh tranh quc t v ginh git li th cnh tranh tr nn phc tp v khc lit hn nhiu v c quy m, hnh thc ln chin lc, cng c.
CHNG 1
Nhng vn ct li :
- Nghin cu v pht hin nhu cu, mong mun ca khch hng ton cu - p ng, tha mn nhu cu khch hng trn phm vi th gii - Thc hin tt hn cc i th - Phi hp tt t duy v hnh ng Marketing - Nhn thc c cc tr ngi ca mi trng kinh doanh quc t
CHNG 1
c trng ca Marketing quc t

Nhng khc bit so vi MKT quc gia:
V ch th (cc bn tham gia) V khch th: c s di chuyn qua bin gii quc gia V tin t: l ngoi t i vi t nht 1 trong cc bn V hnh trnh phn phi (thi gian, khng gian, chi ph, ri ro) V chin lc v phi hp cc hot ng Marketing V vng i sn phm
(2): TRUYN THNG
(3): SN PHM
DOANH NGHIP
BIN GII
TH
TRNG
(4): TI CHNH
(1): THNG TIN
CHNG 1

Nhng nt c th:
- V mc ch chung: c s chuyn dch chin lc/chnh sch kinh doanh ra th trng nc ngoi - V phn on th trng, DN phi hng vo phn on ph hp v mang li hiu qu nht
CHNG 1

Nhng nt c th:
V chin lc SP: thch ng vi th trng nc ngoi V gi v phn phi: l ni dung phc tp in hnh (la chn knh phn phi v n nh mc gi bn ra/ti nc ngoi) V xc tin: tn to hnh nh, xy dng thng hiu mnh ra th trng nc ngoi
CHNG 1
Mc tiu v cc chc nng

Mc tiu:
Gi vng a v trn th trng nc ngoi M rng th trng hin ti Khai thc th trng mi Pht trin mnh m ra th trng ton cu
CHNG 1
Mc tiu v cc chc nng

Cc chc nng:
- Nghin cu mi trng v th trng nc ngoi - Xc nh nhng th trng tim nng, cc phn on ph hp v cc th trng ngch c tnh kh thi nht - Nm bt cc yu t tm l x hi ca khch hng nc ngoi, xc nh chin Nguyn Huynh Minh lc sn ph m ph p (FTU)
CHNG 1
Mc tiu v cc chc nng

Cc chc nng:
- Quyt nh chin lc v th trng v phng php thm nhp c th trn c s phn tch cc yu t cnh tranh - n nh cc mc tiu kinh doanh cho tng th trng, tng phn on, tng danh mc sn phm
CHNG 1
Mc tiu v cc chc nng

Cc chc nng:
- Xc nh ngn sch bn hng cho tng th trng, tng phn on, tng sn phm, thc hin cc hot ng h tr kinh doanh trong qu trnh xut khu - a ra nhng cng c v gii php cn thit, lp chng trnh hnh ng kp thi ng ph vi nhng bin ng ca th tr ng nHuyn c Minh ngoi Nguyn
(FTU)
CHNG 1
Bi cnh ra i v pht trin ca Marketing quc t

- Thng mi quc t c quy m v tc tng trng nhanh - Xu hng ton cu ha v t do ha trong hot ng thng mi - Vai tr ca cc cng ty a quc gia (MNCs) v xuyn quc gia (TNCs) ngy cng gia tng (GT tr. 59-64)
CHNG 1
Bi cnh ra i v pht trin ca Marketing quc t

- Vai tr v ting ni ca cc nc ang pht trin ngy cng ni bt - Khoa hc cng ngh ngy cng pht trin mnh m lm thay i v c cu trao i v cch thc tin hnh hot ng kinh doanh quc t - Thng mi quc t din ra trong nhng muNguyn thuHuyn n vMinh cnh tranh gay gt
(FTU)
Phn bit:
Domestic vs. International Marketing
Local vs. Global Marketing
Phn bit:
Domestic vs. International Marketing (theo phm vi a l) Local vs. Global Marketing (theo nhu cu th trng, t duy v hnh ng)
Phn bit:
Domestic Marketing Export Marketing International Marketing Multinational Marketing Global Marketing
M ca quc t v cc cp ca Marketing quc t (GT tr. 46-50)

M ca nh l v phn tn (5-10%) Kinh doanh quc t (25-30%) Quc t ha/a quc gia ha (50%)
Ton cu ha (80%)
Phn bit:
Domestic Marketing Export Marketing International Marketing Multinational Marketing Global Marketing
Phn bit:
Local Marketing = Marketing a phng???
Phn bit:
Local Marketing Marketing khu vc/cc b (mang tnh a phng)
Marketing [cho] a phng Place Marketing
CHNG 1
3. T chc cng ty kinh doanh quc t
c gio trnh Marketing quc t: - M hnh t chc cng ty kinh doanh quc t: tr. 65 71 v tr. 245 251.
M hnh t chc cng ty kinh doanh quc t

Theo Theo Theo Theo phm vi quc t (tr. 6768) sn phm (tr. 6970) chc nng (tr. 71) ma trn sn phm-vng (tr. 71)
M hnh t chc Sony Corp. (2010)
M hnh t chc P&G (2010)

Global Business Units (GBU) Philosophy: Think Globally Corporate Functions (CF) (F&A, HR, Legal, Information Technology) Philosophy: Be the Smartest and the Best Global Business Services (GBS) Philosophy: Enabling P&G to win with Customers and Consumers Provide services & solutions, cooperate with business partners, and employees
Products & Branding Decisions

Market Development Organizations (MDO) Philosophy: Act Locally Understanding regional markets & local customers
M hnh t chc Metro AG (2010)
The maxim of Shape 2012: as decentrally as possible, as centrally as necessary.
Tm hiu v quy ch thng nhn v hnh thc php l ca cc doanh nghip Vit Nam v trn th gii
Nc ngoi:
- M: Corp, Inc, LLC, LLP, SP - Anh: LLP, Ltd, Plc, SP - Australia: Inc, NL, Ltd, Pty, Pty Ltd - Php: EI, SNC, SCS, SCA, EURL, SARL, SA, SAS - c: AG, GmbH, KG, KGaA, OHG - : SNC, SAS, SAPA, SRL, SPA - Nht: KK, GK, GSK, GMK - Singapore: LLP, Ltd, Pte Ltd Vit Nam: Lut TM 2005, Lut DN 2005
CHNG 2
MI TRNG MARKETING QT
1. Khi qut chung 2. Mi trng bn trong 3. Mi trng bn ngoi 4. Mi quan h gia cc yu t mi trng Marketing
1. Khi qut chung
CHNG 2
1.1. Khi nim: - Mi trng Marketing l tp hp cc yu t c th gy nh hng n hot ng kinh doanh ca doanh nghip trn th trng.
1. Khi qut chung
CHNG 2
1.2. Phn loi: - Cn c vo phm vi tc ng: mi trng vi m, mi trng v m; mi trng quc gia, mi trng quc t. - Cn c vo kh nng kim sot ca DN: mi trng bn trong, mi trng bn ngoi.
CHNG 2
2. Mi trng bn trong
2.1. Khi nim: - L cc yu t ch quan, ni ti m doanh nghip c th kim sot c. - Bao gm 4 yu t c bn: mi trng ti chnh, mi trng cng ngh, mi trng nhn s v vn ha doanh nghip.
CHNG 2
2. Mi trng bn trong
2.2. Mi trng ti chnh: Tnh hnh ti chnh Vn t c, vn i vay Kt qu kinh doanh (l, li) Cc t sut lin quan n vn, li nhun, u t
CHNG 2
2. Mi trng bn trong
2.3. Mi trng cng ngh: - Hin trng my mc thit b - Trnh cng ngh sn xut - Chin lc R&D
CHNG 2
2. Mi trng bn trong
2.4. Mi trng nhn s: - Trnh qun l, nghin cu - Tay ngh cng nhn - Chin lc tuyn dng, o to, s dng v pht trin ngun nhn lc
CHNG 2
2. Mi trng bn trong
2.5. Mi trng vn ha doanh nghip:

- H thng cc chun mc v gi tr v vt cht v tinh thn quy nh mi quan h, thi v hnh vi ng x ca tt c cc thnh vin trong doanh nghip, cng nh gia doanh nghip vi bn ngoi, to nt ring c o v l sc mnh lu bn ca doanh nghip trn thng trng.
CHNG 2
2. Mi trng bn trong
2.5. Mi trng vn ha doanh nghip:

- Quan im nh hng pht trin, trit l kinh doanh - H thng k hiu, biu trng - Tp tc, thi , hnh vi ng x - K lut lao ng, t chc, ti chnh - Truyn thng v cc tp tc bt thnh vn khc
3. Mi trng bn ngoi
CHNG 2
3.1. Khi nim: - L cc yu t khch quan, chi phi hot ng ca doanh nghip. - Doanh nghip khng nhng khng th kim sot c, m cn phi theo di, nm bt v t iu chnh cho ph hp vi nhng yu t y.
3. Mi trng bn ngoi
CHNG 2
3.2. Mi trng kinh t:

- Tnh hnh v trin vng kinh t - Mc thu nhp, phn b thu nhp, mc chi cho tiu dng trong thu nhp - Ch s gi c, mc tng gi trung bnh theo cc nhm mt hng - T gi hi oi, li sut tit kim
3. Mi trng bn ngoi
CHNG 2
3.3. Mi trng chnh tr-php lut: H thng chnh tr Cc c quan qun l Cc lut v vn bn di lut Chnh sch u t, thu kha
3. Mi trng bn ngoi
CHNG 2
3.4. Mi trng cnh tranh: - Tnh hnh cnh tranh - Quy m, tnh cht cnh tranh - Nghin cu m hnh cc lc lng (p lc) cnh tranh theo Michael Porter (GT Marketing l thuyt tr. 171)
Cc p lc cnh tranh theo m hnh ca Michael Porter
3. Mi trng bn ngoi
CHNG 2
3.5. Mi trng khoa hc cng ngh: - Mt bng v trnh cng ngh - Chnh sch u t, nghin cu v pht trin cng ngh quc gia
3. Mi trng bn ngoi
CHNG 2
3.6. Mi trng vn ha-x hi v nhn khu hc: - Quy m dn s, mt , c cu v phn b dn c, hnh thc t chc v quy m gia nh - Thi quen, tp qun, tn ngng, thi , phong cch sng, li sng
3. Mi trng bn ngoi
CHNG 2
3.7. Mi trng t nhin: - Cc yu t a l kh hu, ti nguyn, t ai - Vn nhim mi trng (khng kh, ngun nc) v nhn thc, thi ca cng chng.
CHNG 2
4. Mi quan h gia cc yu t mi trng
- DN khi hot ng th chu s tc ng ca c hai loi mi trng, trong MTBN bao gm cc yu t DN khng th kim sot c gi vai tr quan trng nht v c nh hng rt ln n thnh cng hay tht bi ca DN.
CHNG 2
- C th coi MTBN l iu kin khch quan, cn MTBT l kh nng ch quan, hay cc phng tin DN thc hin mc tiu ca mnh. Yu cu i vi DN l phi thch nghi v iu tit cc yu t MTBT cho ph hp vi nhng c im v bin ng ca MTBT.
CHNG 2
- Gia cc yu t MTBT c s tc ng qua li - Gia cc yu t MTBN c s tc ng qua li - MTBT v MTBN cng c s tc ng v gy nh hng ln nhau
NHN DIN RI RO TON CU (theo Din n Kinh t Th gii 2013)
H Ngoi thng, Lp nghip v kinh doanh XNK 137, 3/2013
NHN DIN RI RO TON CU (theo Din n Kinh t Th gii 2013)
T lch pha trong tiu dng n th gii phng
Bt ng ca
thnh cng
v tht bi
Tht bi ca ngi s 1
v thnh cng ca g t hon
Xu hng va hp tc va u tranh ngy cng tr nn ph bin
Khc bit ha hay l cht?
Cc p lc cnh tranh theo m hnh ca Michael Porter
MI TRNG VI M
MI TRNG V M
CC VN BN PHP LUT LIN QUAN N HOT NG MARKETING

Lut Cnh tranh 2004 Lut Thng mi 2005 Lut u t 2005 Lut Doanh nghip 2005 Lut S hu tr tu 2005 Lut cht lng SP, HH 2007 Lut bo v quyn li NTD 2010 Php lnh Qung co 2001
La Cne selon Marith + Franois Girbaud
En 2005, une affiche publicitaire pour les stylistes Marith + Franois Girbaud provoque une polmique dans le milieu catholique. La photo, qui reproduit la Cne de Lonard De Vinci, met en scne 12 femmes et un homme aux places de Jsus et de ses aptres. Un parallle qui ne fut pas du got des croyants... L'association Croyance et libert a attaqu les crateurs en justice et a gagn son procs avant d'tre finalement dboute en novembre 2006.
Response hierarchy Models
(Marketing Management, Kotler&Keller, Prentice Hall, 14th edition, 2011)
Ly mu (sampling):
Ngu nhin (Simple random ~) Mu chm (Stratified ~) Mu phn lp (Multi-stage ~) Mu hn ngch (Quota ~) Mu h thng (Systematic ~)
Cc yu t nh hng n hnh vi tiu dng: Nhm yu t vn ha Nhm yu t x hi Nhm yu t c nhn Nhm yu t tm l Nhm yu t hon cnh (tnh hung)
Cc yu t nh hng n hnh vi tiu dng: Nhm yu t vn ha (cultural factors): + nn vn ha (culture) + nhnh vn ha (subculture) + tng lp x hi (social class)
Cc yu t nh hng n hnh vi tiu dng: Nhm yu t x hi (social factors): + cc nhm nh hng (groups) + gia nh (family) + vai tr (roles) v a v (status)
Nhm yu t c nhn (personal factors): + tui (age) v giai on pht trin (life-cycle stage) + ngh nghip (occupation) + hon cnh kinh t (economic situation) + phong cch sng (lifestyle) + tnh cch (personality) v nim v bn thn (self-concept): we are what we have
Cc yu t nh hng n hnh vi tiu dng: Nhm yu t tm l (psychological factors): + ng c (motivation) + nhn thc (perception): selective attention, selective distortion, selective retention + qu trnh tip thu (learning) + nim tin (beliefs) v thi (attitudes)
Nhm yu t hon cnh/tnh hung (situational factors) + khng gian vt cht (physical surroundings) + khng gian giao tip (social surroundings) + vin cnh thi gian (time perspective) + xc nh mc tiu (task definition) + tnh trng trc (antecedent state)
an xen gia l tr v cm tnh

(theo cc m hnh Response Hierarchy Models)
Cognitive stage (Nhn thc, l tr) Affective stage (Thi , tnh cm) Behavioral stage (Hnh vi, hnh ng)
V nghin cu hnh vi ngi tiu dng, tham kho thm m hnh tng hp ca Engel J., Blackwell R., Miniard P. (EKB model) cng cc m hnh chuyn su khc nh Theory of reasoned action (Fishbein, Ajzen), Theory of planned behavior (Ajzen)
- Yu cu i vi phn on th trng:
Cc phn on phi ng nht, ring bit v xc nh c mt cch r rng (Homogeneous, Differentiable/Distinctive, Tangible/Measurable)
Phn on phi mang tnh kh thi DN c th tip cn v t mc tiu ca mnh (Substantial, Accessible, Defendable)
Thch hp vi vic s dng cc bin php Marketing ca DN (Actionable)
5 phng n la chn th trng mc tiu (Ngun: Marketing Management, Philip Kotler, Kevin L. Keller, 13th edition, Pearson/Prentice Hall, 2009).
Local Marketing =
Marketing a phng???
Local Marketing Marketing khu vc/cc b (mang tnh a phng)
Marketing [cho] a phng Place Marketing
Undifferentiated (Mass) Marketing
MARKETING KHNG PHN BIT
Differentiated (Segmented) Marketing Concentrated (Niche) Marketing
MARKETING PHN BIT
MARKETING TP TRUNG
Micromarketing (Local/Individual) MARKETING CHUYN BIT
MARKETING PLAN OUTLINE Executive Summary Current/Market Situation Analysis SWOT Analysis Marketing Objectives Marketing Strategy Action Plan(s) Projected profit-and-loss statement/Budgets Control Procedures
THE SWOT/TOWS MATRIX
The Starbucks case:

- Market penetration, first: making more sales to
current customers without changing its products.
- Market development, second: review new

demographic and geographical markets.
- Product development, third: offering modified

or new products to current markets (new reducedcalories options, or chocolate beverage for noncoffee drinkers).
- Diversification: new Starbucks entertainment

division, casual clothing
M HNH GENERAL ELECTRIC

(MULTIFACTOR PORTFOLIO MATRIX)
M HNH GENERAL ELECTRIC

(MULTIFACTOR PORTFOLIO MATRIX)
MA TRN TNG TRNG-TH PHN

(BCG 1 / GROWTH-SHARE MATRIX)
(VT: triu USD) I. Xut khu
2008 7.006
2009 5.766
2010 7.463
2011 (e) 8.879
1. Dch v du lch
2. Dch v vn ti 3. Dch v BC-VT 4. Dch v ti chnh 5. Dch v bo him 6. Dch v Chnh ph 7. Dch v khc II. Nhp khu 1. Dch v du lch 2. Dch v vn ti
3.930
2.356 80 230 60 50 300 7.956 1.300 4.974
3.050
2.062 124 175 65 100 190 6.900 1.100 4.273
4.450
2.306 137 192 70 108 200 8.361 1.470 5.048
5.620
2.505 N/A N/A N/A N/A N/A 11.859 1.710 8.226
3. Dch v BC-VT
4. Dch v ti chnh 5. Dch v bo him 6. Dch v Chnh ph 7. Dch v khc III. Nhp siu
54
230 473 75 850 950
59
153 354 141 820 1.134
79
195 469 150 950 901
N/A
N/A N/A N/A N/A 2.980
T l so vi XK (%)
13,6%
19,7%
11,5%
33,6%
n v tnh: triu USD I. Xut khu 1. Dt may
2008 62.685 + 7.006 9.123
2009 57.096 + 5.766 9.100
2010 71.629 + 7.463 11.210
2011 (e) 96.906 + 8.879 14.043
2. Giy dp
3. Thy sn 4. Dch v du lch 5. in t, my tnh 6. My mc, thit b... 7. G v sn phm g 8. qu, kim loi qu... 9. Dch v vn ti II. Nhp khu 1. Phn bn 2. Dch v vn ti 3. Du m ng thc vt 4. Thc n gia sc... 5. t, xe my 6. Cht do
4.768
4.509 3.930 2.640 1.859 2.767 794 2.356 80.714 + 7.956 13.103 4.974 3.714 4.458 2.581 3.035
4.100
4.300 3.050 2.763 2.028 2.598 2.723 2.062 69.949 + 6.900 12.369 4.273 3.954 4.226 3.290 4.306
5.122
5.017 4.450 3.590 3.057 3.435 2.824 2.306 84.004 + 8.361 13.493 5.048 5.270 5.362 5.021 3.530
6.549
6.112 5.620 4.670 4.160 3.955 2.665 2.505 106.750 + 11.859 15.342 8.226 7.248 6.730 6.243 4.255
Marketing dch v
T TRNG YU T HU HNH/V HNH
TRONG SN PHM
Marketing dch v
S KHC BIT TRONG CCH TIP CN, CM NHN V NH GI CHT LNG
V d: - Dch v th ATM - Dch v du lch - Dch v gio dc
Marketing dch v
MT S C IM CHNH CA DCH V:
- Tnh v hnh (intangibility) - Tnh ng thi (simultaneity), hay tnh khng th phn chia (inseparability) - Tnh kh bin (variability), hay tnh khng ng nht (heterogeneity) - Tnh khng th lu kho, d tr (perishability)
- CHNG 5 -
2. Vng i sn phm quc t

2.1. Khi nim v vng i sn phm (PLC):
Cc bc pht trin sn phm mi:

- Hnh thnh tng Idea generation
- Tuyn chn tng Idea screening & Concept testing - Lp lun chng kinh t k thut Business Analysis - Thit k v tuyn chn mu Product development - Sn xut th Production testing - Bn th Test marketing - Sn xut hng hot v thng mi ha Commercialization
Gii cng ngh ang r tai nhau v smartphone Facebook do HTC sn xut, d kin ra mt 4/4/2013. Liu y ch l tr a C Thng T hay s l mi e da vi cc nh sn xut smartphone hng u th gii?
Bao b sn phm (1): - Vai tr v chc nng (7P): Bo v, Duy tr, Mang vc, Cn i, Gii thiu, Thc y, Sn sng. - Phn loi: Bao b thng phm (bao b cha ng, bao b ngoi) c gn trc tip v c bn cng; bao b khng c tnh cht thng phm.
Bao b sn phm (2): - M vch sn phm: + Khi nim: L vic m ha (nh m s) cho sn phm theo mt quy tc chung nhm m bo s thun tin t sn xut n vn chuyn, phn phi v tiu dng trn phm vi quc gia v quc t.
Bao b sn phm (2): - M vch sn phm: + Cc h thng: UPC: Universal Product Code (Bc M) v EAN: European Article Number (EU, Nht) + Phn tch m vch: M QG-M DN-M MH-Ch s kim tra
Bao b sn phm (2): M QG: VN: 893 c: 40-43, 440 Php: 30-37 TQ: 690-695 Nht: 45 v 49 Thy S: 760-769 Nga: 46 USA: 00, 01, 03, 06-13 Anh: 50
The Product and the Product Mix

The Bar Code: UPC or EAN?
Link Facebook Khoa KT&KDQT: http://www.facebook.com/ktkdqt
Nhn hiu sn phm: - Brand vs Trademark (theo AMA, theo WIPO, theo thc tin kinh doanh) - Nhn hiu vs thng hiu trong ting Vit - Nhn hiu theo B Lut Dn s c (. 785) - Nhn hiu theo Lut SHTT (. 4.16 v . 72) - Cc thnh phn ca nhn hiu - Cc ni dung lin quan
Nhn hiu sn phm:

- Brand : Name, term, sign, symbol, design or a combination of them. - Trademark: A distinctive sign which identifies certains goods or services as those produced or provided by a specific person or enterprise.(WIPO) - Trademark: Any word, name, symbol or device, slogan, package design or combination of these that serves to identify and distinguishes a specific product from others in the market place or in trade.(ITA)
Nhn hiu sn phm:
- Brand : Name, term, design, symbol,

or any other feature that identifies one sellers good or service as distinct from those of other sellers.[]
(AMA, Dictionary of Marketing Terms, 2009)
Nhn hiu sn phm:
- Trademark :[] The legal term for

brand is trademark.
(AMA, Dictionary of Marketing Terms, 2009)
Nhn hiu sn phm: (Theo Lut SHTT, 2005) iu 4. Gii thch t ng

Trong Lut ny, cc t ng di y c hiu nh sau: [...] 16. Nhn hiu l du hiu dng phn bit hng ho, dch v ca cc t chc, c nhn khc nhau. 17. Nhn hiu tp th [...] 18. Nhn hiu chng nhn [...] 19. Nhn hiu lin kt l cc nhn hiu do cng mt ch th ng k, trng hoc tng t nhau dng cho sn phm, dch v cng loi hoc tng t nhau hoc c lin quan vi nhau. 20. Nhn hiu ni ting l nhn hiu c ngi tiu dng bit n rng ri trn ton lnh th Vit Nam. [...]
Nhn hiu sn phm: (Theo Lut SHTT, 2005) iu 72. iu kin chung i vi nhn hiu c bo h Nhn hiu c bo h nu p ng cc iu kin sau y: 1. L du hiu nhn thy c di dng ch ci, t ng, hnh v, hnh nh, k c hnh ba chiu hoc s kt hp cc yu t , c th hin bng mt hoc nhiu mu sc; 2. C kh nng phn bit hng ho, dch v ca ch s hu nhn hiu vi hng ho, dch v ca ch th khc.
THE AQUA WAR
3.3. Gi tr thng hiu Khi nim gi tr thng hiu Cc phng php xc nh gi tr thng hiu ngha ca gi tr thng hiu Ni dung kho st, iu tra v thng hiu
NHN HIU V THNG HIU:

nh gi v cc thng hiu ni ting ton cu (Brand Value Ranking, Interbrand, 2008 - 2011)
2008
BRAND EQUITY =
BRAND
CONTRIBUTION X
BRAND
MOMENTUM
(BrandZ method)
GI TR THNG HIU (theo bng xp hng ca Interbrand cng b ngy 1.10.2012)
Gi tr ti sn thng hiu (Brand Value/Brand Equity)

V D: PHNG PHP TNH TON CA INTERBRAND
CC YU T NI TI (cam kt, s bo h, kh nng phn ng,)

+ CC YU T BN NGOI (hiu bit ca ngi dng, tnh c o, tnh khc bit, mc hin din)
2012 Ranking
1. Coca-Cola 2. Apple 3. IBM 4. Google 5. Microsoft 6. GE 7. McDonalds
8. Intel
9. Samsung
H Ngoi thng, Lp nghip v kinh doanh 10.Toyota XNK 137, 3/2013
Brand = Brand name + Brand mark

Types of brands: -Manufacturer brands -Distributor/Store/Private brands -Licensed brands -Co-branding
THE MARKETING-MIX & PRODUCTS
H thng nhn din thng hiu:

-Cc yu t ct li (biu trng, khu hiu, thit k c trng) -Cc yu t gn lin vi sn phm (bao b, bao gi, b cc, kiu dng, khi hnh, tem, nhn SP) -Cc yu t gn lin vi hot ng sn xut-kinh doanh (bi tr, thit k cng ty, h thng bin hiu, quy k, ng phc, th nhn vin, phng tin chuyn ch, ti liu, ha n, giy t, th t giao dch) -Cc yu t gn vi hot ng truyn thng thng hiu (n phm, vt phm, s kin)
Gi tr thng hiu =
Cht lng sn phm (cam kt, uy tn) + Gi tr hnh nh (bn sc, nim tin)
Brand equity: the marketplace THE MARKETING-MIX value of a brand based on & PRODUCTS reputation and goodwill.
4 levels of a brand value: (4 cp ca gi tr thng hiu) -Brand -Brand -Brand -Brand awareness (nhn bit) acceptability (chp nhn) preference (a thch) loyalty (trung thnh)
4 cp ca gi tr thng hiu: - Hai cp u tin thin v hu hnh - Hai cp tip theo thin v v hnh - Cp cui cng l cp c tnh bn vng cao nht, gn kt khch hng, bo v uy tn thng hiu
6 cp ca ngha thng hiu: - Thuc tnh sn phm: tnh nng mi - Li ch ngi dng: thoi mi, tin li - Gi tr truyn ti: nng ng, ng cp - Phong cch, vn ha: si ni, tr trung - C tnh c trng: ci m, quyt on - Bn thn ngi dng: snh iu, thnh t
Thng hiu:
Tp hp cc du hiu nhn bit v cc gi tr m khch hng cm nhn c nhm phn bit sn phm, cht lng v uy tn ca nh sn xut ny vi sn phm, cht lng v uy tn ca nh sn xut khc.
Cc cp xy dng v pht trin thng hiu:

Trng hp 1: Unilever (Tr Lipton, m phm Ponds, bt git Omo, du gi Sunsilk, kem nh rng P/S, nc ra bt Sunlight, bt nm Knorr, x bng Lifebouy...) Trng hp 2: Tn Hip Pht (Nc tng lc Number 1, Tr xanh 0, Tr tho mc Dr.Thanh, Bia Bn Thnh)
H thng nhn din thng hiu Tm nhn v s mnh Cc yu t ct li Cc yu t gn lin vi sn phm Cc yu t gn lin vi hot ng sn xut-kinh doanh Cc yu t gn lin vi truyn thng thng hiu
H thng nhn din thng hiu Cc yu t ct li Biu tng (Logo) Khu hiu (Slogan) Thit k c trng (mu sc, kiu ch)
H thng nhn din thng hiu Cc yu t gn lin vi sn phm Bao b, bao gi B cc, kiu dng, khi hnh Tem, nhn sn phm
H thng nhn din thng hiu

Cc yu t gn lin vi hot ng sx-kd Bi tr, thit k cng ty (tr s, chi nhnh, kho bi) H thng bin hiu, quy k ng phc, th nhn vin
Phng tin chuyn ch ngi v hng ha

Ti liu, ha n, giy t, th t giao dch
H thng nhn din thng hiu Cc yu t gn vi hot ng truyn thng thng hiu: Cc n phm Vt phm qung co Cc s kin (khai trng, ngy hi) Hi ch trin lm
Bnh lun mang tnh chm bim ca cng ng mng v b nhn din thng hiu mi ca Vietcombank (4/2013)
PHT TRIN BN VNG THNG HIU I VI CC DOANH NGHIP 4.1. Cc cp xy dng v pht trin thng hiu 4.2. Cc cng c truyn thng v qung b thng hiu 4.3. Cc quy nh php lut c lin quan 4.4. Vn xy dng v qung b thng hiu trc tuyn
Gi tr thng hiu Gi tr thng hiu: = Cht lng sn phm (cam kt, uy tn) + Gi tr hnh nh (bn sc, nim tin)
Gi tr thng hiu
4 cp ca gi tr thng hiu: - Nhn bit (brand awareness) - Chp nhn (brand acceptability) - a thch (brand preference) - Trung thnh (brand loyalty)
Gi tr thng hiu 4 cp ca gi tr thng hiu: - Hai cp u tin thin v hu hnh - Hai cp tip theo thin v v hnh - Cp cui cng l cp c tnh bn vng cao nht, gn kt khch hng, bo v uy tn thng hiu
Cc cp xy dng v pht trin thng hiu Cp sn phm Cp doanh nghip Cp ngnh ngh v/hoc vng a l Cp quc gia
Cc cp xy dng v pht trin thng hiu
Cp 1: SN PHM - Nhn mnh n cc thuc tnh, kt cu vt cht ca sn phm, bao b, cht lng ca sn phm, mc p ng nhu cu
Cp 2 : DOANH NGHIP - Nhn mnh n vn chin lc, b nhn din thng hiu, truyn thng thng hiu, quan h vi khch hng
Cp 3: NGNH NGH - Mc lin kt cc doanh nghip trong cng mt ngnh to ting ni, sc mnh v li th cnh tranh ti th trng ni a v xut khu
Cp 3: VNG A L - Mc lin kt cc doanh nghip trong cng mt a phng to ting ni, sc mnh v li th cnh tranh ti th trng ni a v xut khu.
Cc cp xy dng v pht trin thng hiu Cp 4: QUC GIA - Chin lc xy dng gi tr v thng hiu quc gia bt u t vic cc doanh nghip xy dng thng hiu ca mnh to uy tn v hnh nh cho quc gia. Ngc li, v sau ny, mi sn phm cng s c hng li t gi tr thng hiu quc gia.
Ni dung xy dng v pht trin thng hiu qua cc giai on (1) Giai on nh v v xy dng thng hiu: ch trng n sn phm v b nhn din thng hiu
Ni dung xy dng v pht trin thng hiu qua cc giai on (2) Giai on duy tr v bo v thng hiu: nhn mnh n yu t php lut v cnh tranh lin quan n sn phm v cc yu t kinh doanh khc
Ni dung xy dng v pht trin thng hiu qua cc giai on (3) Giai on pht trin v m rng thng hiu: c bit lu n cc cam kt x hi, li ch cng ng da trn nn tng vng chc l nim tin ca ngi tiu dng
TNG KT
Thng hiu: - Tp hp cc du hiu v cc gi tr m khch hng cm nhn c nhm phn bit sn phm, cht lng v uy tn ca nh sn xut ny vi sn phm, cht lng v uy tn ca nh sn xut khc.
Lu :
Cc thng hiu ln u bt u gy dng t con s 0, khi bn thn h cha tng c ai bit n. Thng qua mt qu trnh lu di, vi nhng n lc khng ngng ngh, lun trn trng v hng ti khch hng, thng hiu ca h c ch ng vng chc trong lng ngi tiu dng.
Lu :
Tuy nhin, k c i vi nhng doanh nghip ln, nu khng lin tc ch trng n vic bi p gi tr, duy tr uy tn thng hiu thng qua ch tn trong kinh doanh, th t s c nhng va vp lm gim st lng tin ca khch hng vo sn phm, li ni v hnh ng ca doanh nghip.
Lu :
Thng hiu mnh khng ch l b nhn din thng hiu p v sn phm tt m cn l s trn trng tng khch hng thng qua khu sn xut, phn phi, bn hng nim tin ca h bi p uy tn ca doanh nghip mt cch bn vng v lu di
Vn xy dng, pht trin v bo v thng hiu: Doanh nghip ch c th ng k nhn hiu c bo h. Thng hiu bao gm c cc yu t v hnh khng th c ng k. Doanh nghip cn c thc xy dng v t bo v thng hiu ca mnh, v thng hiu l ti sn v hnh v l ch ng lu di trong tim thc v tri tim ca khch hng.
CHIN LC GI QUC T
Gio trnh Marketing l thuyt, tr. 100 122 Gio trnh Marketing quc t, tr. 328 - 376
CHNG 6
1. Khi nim v cc mc tiu 2. Cc cn c xc nh gi QT 3. Cc loi gi quc t 4. Cc chin lc v gi QT 5. Quy trnh xc nh gi QT
1. Khi nim v cc mc tiu

1.1. Khi nim: - Gi: khon tin, lng hng ha hay nhng dch v m ngi mua cn b ra i ly nhng hng ha hay dch v t ngi bn. - Gi quc t: hnh thi tin t quc t ca gi tr sn phm, c hnh thnh thng qua cnh tranh v quan h cung cu trn phm vi th gii. Gi quc t l mc gi i din cho mt loi hng ha trn th trng quc t.
- CHNG 6 -

1.1. Khi nim: - 3 iu kin: + l gi ca cc hp ng thng mi thng thng, giao dch vi khi lng ln + c k kt bng ng tin t do chuyn i ($, , , ) + l gi nhng trung tm quan trng nht trong mu dch quc t v mt hng .
- CHNG 6 -

1.1. Khi nim: - Cch tham kho: + ti cc S, Trung tm giao dch truyn thng
+ Gi ca nc xut/nhp khu ch yu + Gi ca nc sn xut/cung cp ch yu
- CHNG 6 -

1.2. Cc mc tiu (tng th/cc b): 1.2.1. Mc tiu li nhun: - Li nhun tuyt i : = TR TC - Li nhun tng i: /I (%) - Li nhun trc thu/sau thu - Cc ch s khc (ROR/ROI) 1.2.2. Mc tiu doanh s: TR = P Q
- CHNG 6 -
1. Cc mc tiu ca chnh sch gi

1.2.3. Mc tiu th phn:
- Th phn, hay th phn tuyt i (MS) l t l phn trm gia doanh thu hay lng bn ca DN so vi tng doanh thu hay lng bn tng ng trn ton b khu vc th trng. - Th phn tng i (RMS) l t l gia doanh thu hay lng bn ca DN so vi doanh thu hay lng bn ca i th cnh tranh mnh nht (s dng cho m hnh BCG).
- CHNG 6 -
1. Cc mc tiu ca chnh sch gi

1.2.4. Cc mc tiu khc: - Thm nhp th trng - Tung sn phm mi ra th trng - Chn lc th trng - M rng th trng - Bo v v chim lnh th trng y l cc mc tiu tnh th, ph hp vi tng thi k cng nh chin lc pht trin ca doanh nghip.
- CHNG 6 -
2. Cc cn c xc nh gi QT
2.1. Phn tch chi ph v gi thnh: - Cc loi gi thnh v chi ph tng ng - Gi bn = Gi thnh + %LN d kin - VD: Ngi sn xut cn c vo gi thnh cng xng, ngi bn l cn c vo gi thnh bn l nh gi bn sau khi cng t l % li d kin. c bit lu cc loi thu, ph XNK trong GDTMQT.
- CHNG 6 -
2. Cc cn c nh gi
2.2. Cn c vo im ha vn (BEP): - Sn lng ha vn: BEV = FC / (P VC) - Khi lng bn t li nhun mc tiu: TRV = (TR + FC) / (P VC) - Min gim gi ti u: v < M < P - im ha vn di/im ha vn trn
- CHNG 6 -
V d: Tnh SLHV cho bnh bng lan Solite (Kinh ) (loi 240g/chic, n v 1000 thng = 12000 hp)
2. Cc cn c nh gi
2.3. Cn c vo h s co gin cu gi (1): - H s co gin cu gi (PED) l t l so snh gia % thay i ca cu tng ng vi % thay i ca gi - Cng thc tnh: eD = (Q/Q0) / (P/P0)
- CHNG 6 -
2. Cc cn c nh gi
2.3. Cn c vo h s co gin cu gi (2):
- Nu eD < 1 : cu co gin theo gi eD = 1 : cu co gin n v (gi gim bao nhiu% th cu tng by nhiu %) 1 < eD < 0 : cu t co gin (ko ng k) eD = 0 : cu khng co gin eD > 0 : cu co gin ngc (c bit) - H s co gin cho (CPED) gia 2 mt hng
- CHNG 6 -
2. Cc cn c nh gi
2.4. Cc cn c nh gi khc: - Theo mc gi th trng - Theo cc giai on ca vng i sn phm - nh gi theo cm nhn v tm l khch hng (Phng php nh gi Gabor-Granger qua kho st, iu tra khch hng tim nng) Mt s loi (chin lc) gi in hnh
- CHNG 6 -
3. Cc loi gi quc t
- Theo phng thc giao dch: + Gi k kt thc t + Gi u gi quc t + Gi u thu quc t + Gi yt bng S giao dch quc t + Gi tham kho
- CHNG 6 -
3. Cc loi gi quc t
- Theo phng php tnh gi: + Gi c nh (fixed price) + Gi linh hot (flexible price) + Gi kt hp + Gi di ng, gi trt (sliding scale price):
P1 = P0 (a + b x M1/M0 + c x S1/S0)
- CHNG 6 -
4. Cc chin lc gi quc t
- Trong giai on thm nhp + Skimming pricing + Penetration pricing - Trong giai on tng trng v chn mui: + Differentiation pricing >>>
- CHNG 6 -
4. Cc chin lc gi quc t Gi phn bit:

Theo nhm khch hng Theo khu vc a l Theo tnh cht hng ha Theo hnh nh ca sn phm Theo ma v Theo cc iu kin c s giao hng (b 13 iu kin Incoterms 2000, 11 iu kin TMQT Incoterms 2010) EXW FCA FAS FOB CPT CIP CFR CIF DAF DES DEQ DDU DDP EXW FCA CPT CIP DAT DAP DDP FAS FOB CFR CIF Gi leo thang (Price Escalation): tnh n cc chi ph lm hng XK, thu v l ph, lm pht, t gi hi oi, chi ph giao dch, vn ti v bo him
- CHNG 6 -
4. Cc chin lc gi quc t
Mt s loi gi in hnh khc (gi theo tm l khch hng, theo cm nhn ca ngi mua, theo xut x hng ha, gi theo danh mc hng ha, gi tng phn/gi trn gi, mua bn i lu (countertrade), chuyn gi (transfer pricing), gi khng ch (administered pricing))
- CHNG 6 -
5. Cc bc quyt nh gi QT
- Xc nh mc tiu & phng php tnh gi - Xc nh chi ph (gi thnh SX, chi ph lu thng, thu, ph XNK) - D bo tng cu v lng bn - Xc nh gi cnh tranh - Thng bo gi, m phn, iu chnh - Quyt nh mc gi bn ti u (khung gi, biu gi, cc mc gim gi v chit khu, phng n d phng)
- CHNG 6 -
Lut Thng mi 2005

iu 52. Xc nh gi Tr-ng hp khng c tho thun v gi hng ho, khng c tho thun v ph-ng php xc nh gi v cng khng c bt k ch dn no khc v gi th gi ca hng ho -c xc nh theo gi ca loi hng ho trong cc iu kin t-ng t v ph-ng thc giao hng, thi im mua bn hng ho, th tr-ng a l, ph-ng thc thanh ton v cc iu kin khc c nh h-ng n gi. iu 53. Xc nh gi theo trng l-ng Tr tr-ng hp c tho thun khc, nu gi -c xc nh theo trng l-ng ca hng ho th trng l-ng l trng l-ng tnh. iu 86. Gi dch v Tr-ng hp khng c tho thun v gi dch v, khng c tho thun v ph-ng php xc nh gi dch v v cng khng c bt k ch dn no khc v gi dch v th gi dch v -c xc nh theo gi ca loi dch v trong cc iu kin t-ng t v ph-ng thc cung ng, thi im cung ng, th tr-ng a l, ph-ng thc thanh ton v cc iu kin khc c nh h-ng n gi dch v.
CHNG 7
CHIN LC PHN PHI QT
1. 2. 3. 4.
Khi qut chung Phng thc v knh phn phi Cc trung gian phn phi Cc chin lc phn phi in hnh
CHNG 7
1. Khi qut chung

1.1. Khi nim: - Phn phi (distribution) l cc hot ng nhm a hng ha ti a im v vo thi gian m KH mong mun mua chng. Ni cch khc, phn phi bao gm ton b hot ng a sn phm t NSX n NTD hoc ngi s dng.
CHNG 7
1. Khi qut chung

1.1. Khi nim: - Cc hot ng Marketing lin quan n qu trnh phn phi bao gm: thu thp thng tin, cung cp ti chnh, chia s ri ro, la chn v trng by sn phm, xc tin, nh gi, phn phi vt cht v dch v khch hng.
CHNG 7
1. Khi qut chung

1.2. Mc ch: a SP t NSX n NTD mt cch nhanh chng v hiu qu Chuyn giao quyn s hu v hng ha Thu doanh s Cung cp v thu nhn thng tin v th trng Tha mn nhu cu v xy dng mi quan h vi khch hng
CHNG 7
1. Khi qut chung

1.3. Yu cu (4R): ng hng Right product ng a im Right place ng thi gian Right time ng chi ph Right cost (Chi ph ti thiu) (Minimum cost)
CHNG 7
1. Khi qut chung

1.4. 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.
CHNG 7
2. Phng thc v knh phn phi

2.1. Khi nim: - Phng thc phn phi l cch thc m hng ha c lu chuyn t nh sn xut n ngi tiu dng cui cng - Knh phn phi l l tp hp nhng c nhn hay t chc tham gia lu chuyn lung hng ha t nh sn xut n ngi tiu dng cui cng.
CHNG 7

2.2. Cc phng thc phn phi: 2.2.1. Phng thc phn phi trc tip: - Hng ha c phn phi trc tip t NSX n NTD khng thng qua h thng cc trung gian. VD: Bn ti ca hng gii thiu SP ca cng ty, my bn hng t ng, website ca NSX
CHNG 7

2.2. Cc phng thc phn phi: 2.2.1. Phng thc phn phi trc tip: - u im: Kim sot c ton b qu trnh phn phi, tip xc vi KH l NTD cui cng, khng phi chia s li nhun.
CHNG 7

2.2. Cc phng thc phn phi: 2.2.1. Phng thc phn phi trc tip: - Nhc im: i hi cao v ngun lc ti chnh, nhn s cng nh v kinh nghim v qun l.
CHNG 7
2. Phng thc v knh phn phi 2.2. Cc phng thc phn phi: 2.2.2. Phng thc phn phi gin tip: - Hng ha c lu chuyn t NSX n NTD thng qua h thng cc trung gian. VD: hng bn qua ca hng tp ha, cc i l, h thng cc siu th, trn website ca nh phn phi
CHNG 7
2. Phng thc v knh phn phi 2.2. Cc phng thc phn phi: 2.2.2. Phng thc phn phi gin tip: - u im: Gip DN tp trung cc ngun lc cho SX, gim bt s lng cc mi quan h giao dch v tng hiu qu ca chng.
CHNG 7

2.2. Cc phng thc phn phi: 2.2.2. Phng thc phn phi gin tip: - Nhc im: Khng kim sot c ton b qu trnh phn phi, km nhy bn trc nhng bin ng ca th trng, DN phi pht trin cn i v hi ha quan h i tc vi cc trung gian phn phi.
CHNG 7

Gi Sn phm Hp tc Xc tin Phn phi
Th
Nh sn xut
Nh phn phi
Phn phi Xc tin Gi Sn phm
trng
mc tiu
CHNG 7
2. Phng thc v knh phn phi 2.3. Cc knh phn phi: 2.3.1. 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
CHNG 7
2. Phng thc v knh phn phi 2.3. Cc knh phn phi: 2.3.2. 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
CHNG 7
2.3. Cc knh phn phi: - Knh 0 cn gi l knh phn phi trc tip. Cc knh cn li l knh phn phi gin tip. - Knh cp 1 l knh phn phi ngn (ch s dng 1 trung gian), t cp 2 tr ln l knh phn phi di (qua nhiu trung gian). Nguyn Huyn Minh
(FTU)
CHNG 7
2. Phng thc v knh phn phi 2.4. Cc cn c la chn phng thc v knh phn phi: - c im ca khch hng - c im ca sn phm - c im ca h thng phn phi - c im ca mi trng kinh doanh - Mc tiu v kh nng ca nh sn xut
CHNG 7
3. Cc trung gian phn phi

3.1. i l (Agent): - C th i din cho bn mua hay bn bn (mua h hay bn h), l i l bn bun hay i l bn l. - Hot ng di tn ca ngi m h i din, khng c quyn s hu i vi hng ha, thu li nhun qua tin hoa hng c quy nh trong hp ng i l. Nguyn Huyn Minh
(FTU)
Lut Thng mi 2005

Mc 4 I L THNG MI iu 166. i l th-ng mi i l th-ng mi l hot ng th-ng mi, theo bn giao i l v bn i l tho thun vic bn i l nhn danh chnh mnh mua, bn hng ho cho bn giao i l hoc cung ng dch v ca bn giao i l cho khch hng h-ng th lao. iu 167. Bn giao i l, bn i l 1. Bn giao i l l th-ng nhn giao hng ho cho i l bn hoc giao tin mua hng cho i l mua hoc l th-ng nhn u quyn thc hin dch v cho i l cung ng dch v. 2. Bn i l l th-ng nhn nhn hng ho lm i l bn, nhn tin mua hng lm i l mua hoc l bn nhn u quyn cung ng dch v. iu 168. Hp ng i l Hp ng i l phi -c lp thnh vn bn hoc bng hnh thc khc c gi tr php l t-ng -ng.
Lut Thng mi 2005

iu 169. Cc hnh thc i l 1. i l bao tiu l hnh thc i l m bn i l thc hin vic mua, bn trn vn mt khi l-ng hng ho hoc cung ng y mt dch v cho bn giao i l. 2. i l c quyn l hnh thc i l m ti mt khu vc a l nht nh bn giao i l ch giao cho mt i l mua, bn mt hoc mt s mt hng hoc cung ng mt hoc mt s loi dch v nht nh. 3. Tng i l mua bn hng ho, cung ng dch v l hnh thc i l m bn i l t chc mt h thng i l trc thuc thc hin vic mua bn hng ho, cung ng dch v cho bn giao i l. Tng i l i din cho h thng i l trc thuc. Cc i l trc thuc hot ng d-i s qun l ca tng i l v vi danh ngha ca tng i l. 4. Cc hnh thc i l khc m cc bn tha thun. iu 170. Quyn s hu trong i l th-ng mi Bn giao i l l ch s hu i vi hng ho hoc tin giao cho bn i l.
CHNG 7

3.2. Mi gii (Broker): - Xc tin vic mua bn hng ha, lm cho cung cu trn th trng gp nhau, kt ni gia bn mua vi bn bn. - Khng trc tip tham gia vo vic mua bn, v vy cng khng c quyn s hu i vi hng ha. - Thu hoa hng t c bn bn v bn mua.
CHNG 7
3. Cc trung gian phn phi 3.3. Ngi bn bun (Wholesaler): - L ngi cung ng hng ha, dch v cho ngi mua bn li hoc s dng vo mc ch kinh doanh. - V d: Chi nhnh/VPD bn hng, u mi bn bun tng hp, u mi bn bun chuyn doanh, trung tm bn bun cash-and-carry Nguyn Huyn Minh
(FTU)
CHNG 7

3.4. Ngi bn l (Retailer): - L ngi cung ng hng ha, dch v cho ngi mua nhm mc ch tiu dng c nhn hoc phi thng mi. - V d: Ca hng bch ha, ca hng chuyn doanh, siu th, i siu th, trung tm mua sm, ca hng tin li, hiu tp ha, cc hnh thc bn khng qua ca hng
Cc loi hnh phn phi ph bin hin nay
Bn bun (Wholesaler): Ngi cung ng hng ha, dch v cho ngi mua bn li hoc s dng vo mc ch kinh doanh. Bn l (Retailer): Ngi cung ng hng ha, dch v cho ngi mua nhm mc ch tiu dng c nhn hoc phi thng mi.
Cc loi hnh phn phi ph bin hin nay
Bn bun: - Chi nhnh/VPD bn hng - u mi bn bun tng hp (McLane Company) - u mi bn bun chuyn doanh (Alpine Lace) - Trung tm bn bun Cash-n-Carry (Metro AG)
Cc loi hnh phn phi ph bin hin nay Bn l: Ca hng bch ha (Harrods, Macy...) Ca hng chuyn doanh (C&A, Fnac...) Siu th, i siu th (Sainsbury, Tesco...) Trung tm mua sm (Wal.Mart, Target...) Ca hng tin dng (7-Eleven, 8 Huit...) Bn khng qua ca hng (my bn hng, Internet, th tn...)
Cc loi hnh phn phi ph bin hin nay 1852: Le Bon March (Department store) 1879: Woolworth (Variety store) 1916: Piggly Wiggly (Self-service store) 1930: King Kullen (Supermarket) 1948: Aldi (Discount store) 1963: Carrefour (Hypermarket) 1995: Amazon.com (E-tailer)
Cc siu th v trung tm thng mi Vit Nam

Minimart Saigon Intershop (1993) Citimart Nguyn Vn C (1994) Maximark 3 Thng 2 (1996) Co.op Mart Cng Qunh (1996) Fivimart Trn Quang Khi (1997) BigC ng Nai (1998) Metro Bnh Ph (2002) Trung tm thng mi Trng Tin Plaza Trung tm thng mi Vincom Parkson Saigontourist Plaza (2005)...

Minimart ITC (1993, 101 NKKN, Q1) Citimart Nguyn Vn C (1994, 235 NVC, Q5) Maximark 3 Thng 2 (1996, 3-3C 3/2, Q10) Co.op Mart Cng Qunh (1996, 189C CQ, Q1) Fivimart (1997, 210 TQK, Q HK, HN) BigC ng Nai (1998) Metro Bnh Ph (2002) Trung tm thng mi Trng Tin Plaza Trung tm thng mi Vincom Parkson Saigontourist Plaza (2005)...
METRO
Thng Long Hong Mai Hng Bng Nng Hng Li (Cn Th) Bin Ha Bnh Ph An Ph Hip Ph
02.09.2010 Long Xuyn (An Giang) 14.10.2010 Quy Nhn (Bnh nh) 18.11. 2010 Bnh Dng 23.12.2010 Vng Tu
Thng Long The Garden Ng Nm (Hi Phng) Nng Phong Ph (Hu) ng Nai Min ng An Lc G Vp Hong Vn Th Ph Thnh (Tn Ph) 16.11.2010 Vinh 25.11.2010 Vnh Phc 28.12.2010 Nam nh
BIGC
BigC Hi Dng, 16 Dec 2012

Quy ch v siu th v trung tm thng mi (B Cng thng, 2004): - Siu th l loi hnh ca hng hin i; kinh doanh tng hp hoc chuyn doanh; c c cu chng loi hng ha phong ph, a dng, bo m cht lng; p ng cc tiu chun v din tch kinh doanh, trang b k thut v trnh qun l, t chc kinh doanh; c cc phng thc phc v vn minh, thun tin nhm tha mn nhu cu mua sm hng ha ca khch hng.

Quy ch v siu th v trung tm thng mi (B Cng thng, 2004):
- Trung tm thng mi l loi hnh t chc kinh doanh thng mi hin i, a chc nng, bao gm t hp cc loi hnh ca hng, c s hot ng, dch v, hi trng, phng hp, vn phng cho thu...c b tr tp trung, lin hon trong mt hoc mt s cng trnh kin trc lin k [...] p ng nhu cu pht trin hot ng kinh doanh ca thng nhn v tha mn nhu cu v hng ha, dch v ca khch hng.

Quy ch v siu th v trung tm thng mi (B Cng thng, 2004): - Phn hng (I, II, III) theo: + tnh cht kinh doanh, + din tch kinh doanh, + s lng mt hng.
Phn hng siu th ti Vit Nam

Siu th tng hp Hng I Hng II Hng III 5.000m2 20.000 mt hng 2.000m2 10.000 mt hng 500m2 4.000 mt hng Siu th chuyn doanh 1.000m2 2.000 mt hng 500m2 1.000 mt hng 250m2 500 mt hng
Phn hng Trung tm thng mi ti Vit Nam

Trung tm thng mi Hng I Hng II Hng III 50.000 m2 30.000 m2 10.000 m2

c trng ca siu th: - L ca hng bn l, theo phng thc khch hng t xem xt, la chn, - C s vt cht hin i, phong cch chuyn nghip, phc v vn minh, thanh ton thun tin, - Chng loi hng ha a dng, by hng sng to, khuyn mi hp dn.

c trng ca trung tm thng mi: - L trung tm mua sm, vui chi, gii tr a chc nng, - C s vt cht hin i, phong cch chuyn nghip, phc v vn minh, thanh ton thun tin, - T chc hot ng phong ph, a dng, to khng kh cun ht, si ni, vui v, thn thin.
Tm nhn chin lc ca nh phn phi

V tr ca phn phi trong chui cung ng:
Chui cung ng (truyn thng) Nguyn liu Cung ng Sn xut Knh Marketing (truyn thng) Bn bun Bn l Tiu dng
Chui gi tr - Value Chain (Qun tr chui cung ng tng th)
CHNG 7

Gi Sn phm Hp tc Xc tin Phn phi
Th
Nh sn xut
Nh phn phi
Phn phi Xc tin Gi Sn phm
trng
mc tiu
CHNG 7
4. Cc chin lc phn phi

4.1. 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.
CHNG 7
4.1. Khi nim: - 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.
CHNG 7

4.2. Cc chin lc in hnh: 4.2.1. Chin lc phn phi c quyn (Exclusive distribution): - Ch s dng 1 trung gian lm i l/im bn/i tc phn phi c quyn cho mi khu vc a l hay khu vc dn c xc nh.
CHNG 7

4.2. Cc chin lc in hnh: 4.2.1. Chin lc phn phi c quyn (Exclusive distribution): - Thng s dng i vi my mc thit b, t, cao cp, hng xa x phm - Doanh nghip kim sot c hot ng phn phi, nhng cng b ph thuc vo cc trung gian phn phi c quyn trong quan h kinh doanh. Nguyn Huyn Minh
(FTU)
CHNG 7

4.2. Cc chin lc in hnh: 4.2.2. Chin lc phn phi chn lc (Selective distribution): - Ti mi khu vc th trng ch la chn mt s lng hn ch cc trung gian phn phi c nng lc v ph hp nht bn sn phm ca mnh.
CHNG 7

4.2. Cc chin lc in hnh: 4.2.2. Chin lc phn phi chn lc (Selective distribution): - Thng s dng i vi hng lu bn (qun o, in gia dng, mt s mt hng m phm, thi trang, in thoi di ng).
CHNG 7

4.2. Cc chin lc in hnh: 4.2.3. Chin lc phn phi mnh (Intensive distribution): - S dng s lng ti a cc trung gian phn phi bn sn phm trn khp khu vc th trng. - Thng p dng i vi hng tiu dng thng xuyn. Nguyn Huyn Minh
(FTU)
CHNG 8
CHIN LC XC TIN QT
1. Cc mc tiu 2. Cc chin lc 3. Cc cng c ch yu
CHNG 8

1.1. C ch truyn thng Marketing
Intended Message
E
Media
Perceived Message
Message
Noise
Sender
Receiver
CHNG 8
1. Khi nim v cc mc tiu 1.2. Vai tr ca truyn thng trong KD: - Gp phn thc hin cc mc tiu tng th ca doanh nghip - Duy tr lin tc mi quan h gia DN vi th trng - L v kh cnh tranh trn thng trng
CHNG 8

1.3. Cc mc tiu ca XT&HTKD: - Truyn t thng tin v sn phm v doanh nghip ti th trng - y mnh vic bn hng v pht trin khch hng - Duy tr/bo v hnh nh v li th cnh tranh ca DN trn th trng
CHNG 8
2. Cc chin lc xc tin
2.1. C ch tc ng: - M hnh AIDA (Strong, 1925) Attention Interest Desire Action - Tham kho m hnh ELM (Elaboration Likelihood Model, Cacioppo et al., 1985) v ng dn trung tm (trc tc ng chnh) v ng dn ngoi vi (trc tc ng ph) n thi ca NTD
C ch tc ng ca truyn thng
CHNG 8
2.2. Cc chin lc: 2.2.1. Chin lc ko (pull strategy): - Nhm thu ht, li ko khch hng bng cch tc ng n ngi tiu dng cui cng - Cng c s dng: qung co, khuyn mi (gim gi), PR, hi ch trin lm
CHNG 8
2.2.2. Chin lc y (push strategy): - Nhm y sn phm ra th trng thng qua tc ng vo cc trung gian - Cng c s dng: khuyn mi (chit khu, thng DS bn), chia s chi ph, phi hp o to i ng nhn vin bn hng
CHNG 8
3. Cc cng c XT&HTKD
Cc cng c ch yu: - Qung co - Quan h cng chng - Xc tin bn - Hi ch trin lm - Bn hng c nhn (GT, tr. 158, 159)
CHNG 8
3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.1. Khi nim (1): - L tt c cc hnh thc gii thiu v xc tin mang tnh cht phi c nhn v c thu ph i vi cc tng, hng ha hay dch v ca 1 t chc no (P. Kotler, Marketing Management, 1996)
CHNG 8
3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.1. Khi nim: - Tham kho thm nh ngha ca AMA, trong phn bit advertising (hot ng qung co) v advertisement (ni dung/thng ip qung co).
CHNG 8
3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.1. Khi nim (2):
Qung co th-ng mi l hot ng xc tin th-ng mi ca th-ng nhn gii thiu vi khch hng v hot ng kinh doanh hng ho, dch v ca mnh.(iu 102, Mc 2, Lut
Thng mi Vit Nam, 2005)

CHNG 8
3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.1. Khi nim: - L vic s dng cc phng tin nhm gii thiu n cng chng sn phm, hng ha, dch v c mc ch sinh li; sn phm, dch v khng c mc ch sinh li; t chc, c nhn kinh doanh sn phm, hng ha, dch v c gii thiu, tr tin thi s; chnh sch x hi; thng tin c nhn. (iu 2, khon 1, Lut qung co, 2012) Nguyn Huyn Minh
(FTU)
CHNG 8
3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.1. Khi nim: - Ngi qung co: DN mun gii thiu SP, dch v ca mnh ti cng chng. - Ngi kinh doanh dch v qung co: Cc cng ty, cc hng qung co. - Ngi pht hnh qung co: C quan truyn pht qung co n cng chng. Nguyn Huyn Minh
(FTU)
CHNG 8
3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.1. Khi nim: - Ngi chuyn ti sn phm qung co: ngi trc tip a cc sn phm qung co n cng chng hoc th hin sn phm qung co trn ngi thng qua hnh thc mc, treo, gn, dn, v hoc cc hnh thc tng t. - Ngi tip nhn qung co: ngi tip nhn thng tin t sn phm qung Nguyn Huyn Minh co thng qua(FTU) phng tin qung co.
CHNG 8
3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.1. Khi nim: - Sn phm qung co: bao gm ni dung v hnh thc qung co c th hin bng hnh nh, m thanh, ting ni, ch vit, biu tng, mu sc, nh sng v cc hnh thc tng t.
LUT QUNG CO 2012

iu 7. Sn phm, hng ho, dch v cm qung co 1. Hng ha, dch v cm kinh doanh theo quy nh ca php lut. 2. Thuc l. 3. Ru c nng cn t 15 tr ln. 4. Sn phm sa thay th sa m dng cho tr di 24 thng tui, sn phm dinh dng b sung dng cho tr di 6 thng tui;bnh b v v ngm nhn to. 5. Thuc k n; thuc khng k n nhng c c quan nh nc c thm quyn khuyn co hn ch s dng hoc s dng c s gim st ca thy thuc. 6. Cc loi sn phm, hng ha c tnh cht kch dc. 7. Sng sn v n sng sn, v kh th thao v cc loi sn phm, hng ha c tnh cht kch ng bo lc. 8. Cc sn phm, hng ha, dch v cm qung co khc do Chnh ph quy nh khi c pht sinh trn thc t.
1. 2. 3. 4. 5. 6. 7. 8.
LUT QUNG CO 2012 iu 8. Hnh vi cm trong hot ng qung co Qung co nhng sn phm, hng ha, dch v quy nh ti iu 7 ca Lut ny. Qung co lm tit l b mt nh nc, phng hi n c lp, ch quyn quc gia, an ninh, quc phng. Qung co thiu thm m, tri vi truyn thng lch s, vn ha, o c, thun phong m tc Vit Nam. Qung co lm nh hng n m quan th, trt t giao thng, an ton x hi. Qung co gy nh hng xu n s tn nghim i vi Quc k, Quc huy, Quc ca, ng k, anh hng dn tc, lnh t, lnh o ng, Nh nc. Qung co c tnh cht k th dn tc, phn bit chng tc, xm phm t do tn ngng, tn gio, nh kin v gii, v ngi khuyt tt. Qung co xc phm uy tn, danh d, nhn phm ca t chc, c nhn. Qung co c s dng hnh nh, li ni, ch vit ca c nhn khi cha c c nhn ng , tr trng hp c php lut cho php.
9. Qung co khng ng hoc gy nhm ln kh nng kinh doanh, kh nng cung cp sn phm, hng ha, dch v ca t chc, c nhn kinh doanh sn phm, hng ha, dch v; v s lng, cht lng, gi, cng dng, kiu dng, bao b, nhn hiu, xut x, chng loi, phng thc phc v, thi hn bo hnh ca sn phm, hng ho, dch v ng k hoc c cng b. 10. Qung co bng vic s dng phng php so snh trc tip v gi c, cht lng, hiu qu s dng sn phm, hng ha, dch v ca mnh vi gi c, cht lng, hiu qu s dng sn phm, hng ha, dch v cng loi ca t chc, c nhn khc. 11. Qung co c s dng cc t ng nht, duy nht, tt nht, s mt hoc t ng c ngha tng t m khng c ti liu hp php chng minh theo quy nh ca B Vn ha, Th thao v Du lch. 12. Qung co c ni dung cnh tranh khng lnh mnh theo quy nh ca php lut v cnh tranh. 13. Qung co vi phm php lut v s hu tr tu. 14. Qung co to cho tr em c suy ngh, li ni, hnh ng tri vi o c, thun phong m tc; gy nh hng xu n sc khe, an ton hoc s pht trin bnh thng ca tr em. 15. p buc c quan, t chc, c nhn thc hin qung co hoc tip nhn qung co tri mun. 16. Treo, t, dn, v cc sn phm qung co trn ct in, tr in, ct tn hiu giao thng v cy xanh ni cng cng.
CHNG 8
3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.2. Cc phng tin qung co: - Nhm phng tin nghe nhn - Nhm phng tin in n - Nhm phng tin qung co ngoi tri - Nhm phng tin qung co di ng - Cc phng tin qung co khc
CHNG 8
3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.2. Cc phng tin qung co (iu 17 Lut Qung co 2012): - Bo ch [bo in, bo ni, bo hnh] - Trang thng tin in t, thit b u cui v cc thit b vin thng khc - Cc sn phm in, bn ghi m, ghi hnh v cc thit b cng ngh khc - Bng qung co, bng-rn, bin hiu, hp n, mn hnh chuyn qung co - Phng tin giao thng - Hi ch, hi tho, hi ngh, t chc s kin, trin lm, chng trnh vn ha, th thao - Ngi chuyn ti sn phm qung co; vt th qung co Nguyn Huyn Minh - Cc phng tin qung (FTU) co khc theo quy nh ca php lut
CHNG 8 3. Cc cng c XT&HTKD

3.1.3. Mt s loi qung co thng gp (1): - Qung co gii thiu sn phm (Product ad) - Qung co gii thiu nhn hiu/duy tr thng hiu (Brand ad) - Qung co gii thiu doanh nghip (Corporate/Institutional ad) - Qung co so snh (Comparative ad) - Qung co chung (Coop ad) - Qung co lin kt, lin kt nhn hiu (Cobranding)

3.1.3. Mt s loi qung co thng gp (2):
Qung co gii thiu thng tin (informative advertising) Qung co nhm thuyt phc (persuasive advertising) Qung co nhc nh, duy tr (reminder advertising) Qung co thc y, tng cng, cng c (reinforcement advertising)
CHNG 8
3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.3. Quy trnh thc hin qung co (1): - Xc nh mc tiu - Phn nh trch nhim - n nh ngn sch - La chn phng tin - Son tho ni dung
CHNG 8
3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.3. Quy trnh thc hin qung co (2): - La chn hnh thc th hin - Quyt nh khng gian v thi gian truyn pht - Phi hp cc lc lng - Kim tra, nh gi hiu qu

3.1. Qung co: 3.1.4. Thit k ni dung qung co (1): Thng ip qung co i tng cn thuyt phc l ai ? Thuyt phc nhm mc tiu c th g ? Cc i th cnh tranh v ang lm g ? Ha hn iu g, nh th no, di sc thi no ?

3.1. Qung co: 3.1.4. Thit k ni dung qung co (2): Hnh thc th hin La chn hnh nh, nhn vt, phn cnh Cch trang tr, b cc qung co Ngn ng truyn ti Mu sc, m thanh i km
Mt s yu cu i vi qung co :
Nht qun vi cc mc tiu Marketing v mc tiu truyn thng Ph hp vi mi trng vn ha v thi quen, s thch ca ngi tiu dng c o, mi l, gy n tng tt D hiu, d thuc, d nh ng tin cy v thuyt phc C kh nng thay i, iu chnh linh hot cho ph hp

3.1.5. Hiu qu qung co (1): - H s co gin cu-qung co: - H s co gin cu-qung co (ADeD) l t l so snh gia % thay i ca cu tng ng vi % thay i ca chi ph qung co. - Cng thc tnh:
ADeD = (Q/Q0) / (AE/AE0)

3.1.5. Hiu qu qung co (2): - Chi ph trn 1000 contacts (CPM):
CPM = (Cost of Ad x 1000)/NOC

- T l nh qung co trn 1 phng tin:
MR = 1 (1 )

3.1.5. Hiu qu qung co (3): Advertising Expenditure Share of Voice Share of Mind Share of Heart Market Share

3.1.5. Hiu qu qung co (4): I know that half the money I spend on advertising is wasted, but I never can find out which half, John Wanamaker* *Lord Leverhulme (Unilever), according to Confessions of an Advertising man (David Ogilvy). Source: AAAA

3.1.5. Above-The-Line vs Below-The-Line ATL: mass media communication
Awareness or Attention focussed marketing
BTL: other communication forms

Interest and Desire focussed marketing
TTL: integrated marketing communication

Interaction focussed marketing

3.1.6. Standardization or Adaptation
COM.
PRODUCT
Standardization
THINK & ACT GLOBAL THINK GLOBAL ACT LOCAL
Adaptation
THINK LOCAL ACT GLOBAL THINK & ACT LOCAL
Standardization
Adaptation
CHNG 8
3. Cc cng c XT&HTKD
3.2. Quan h cng chng: 3.2.1. Khi nim (v cng chng): - L bt c nhm ngi/t chc no c mi quan tm v/hoc c th gy nh hng vo thi im hin ti hoc trong tng lai i vi hot ng ca doanh nghip cng nh kh nng t c cc mc tiu ca doanh nghip.
CHNG 8
3. Cc cng c XT&HTKD
3.2. Quan h cng chng: 3.2.1. Khi nim (v PR): - L hnh thc qun tr truyn thng, trong s dng tuyn truyn v cc hnh thc xc tin v thng tin khng phi tr ph khc nhm tc ng n cm nhn, chnh kin v nim tin ca ngi mua, khch hng tim nng, c ng v cc i tng khc v doanh nghip, sn phm hay dch v, gi tr ca chng cng nh v chnh cc hot ng ca bn thn doanh Nguyn Huyn Minh nghip. (Theo(FTU) AMA)
CHNG 8
3. Cc cng c XT&HTKD
3.2.2. i tng (cc nhm cng chng): Chnh quyn Gii truyn thng D lun x hi, t chc on th Khch hng (ngi mua, ngi tiu dng) Gii u t (c ng, ngn hng) i tc (nh cung ng, nh phn phi) i th cnh tranh Nguyn Huyn Minh i ng cn b, nhn vin trong DN (FTU)
CHNG 8
3. Cc cng c XT&HTKD
3.2. Quan h cng chng:
3.2.3. Vai tr ca PR: - Tr gip DN gii thiu v tung ra SP mi - H tr cho nh v/ti nh v sn phm - Gy nh hng v tc ng tch cc ti mt nhm cng chng c th - Xy dng v cng c hnh nh, ng thi bo v sn phm/nhn hng/thng Nguyn Huyn Minh hiu/doanh nghip khi c vn pht sinh (FTU)
CHNG 8
3. Cc cng c XT&HTKD
3.2.4. Cc hnh thc trin khai (1):

- Quan h vi gii truyn thng (Hp bo, thng co bo ch) - Cc n phm (Bo co ti chnh, cc loi bn tin) - Hi ngh khch hng v i tc
CHNG 8
3. Cc cng c XT&HTKD
3.2.4. Cc hnh thc trin khai (2):

T chc s kin Ti tr cho gio dc, vn ha, th thao Tham gia cc hot ng XH v cng ng T chc ngy hi m ca, ngy hi vic lm
CHNG 8
3. Cc cng c XT&HTKD
3.2. Quan h cng chng: 3.2.5. Cc bc thc hin (1): - Xc nh mc tiu ca hot ng PR, c bit l cc i tng cng chng cn tip cn - Ln k hoch, phn nh trch nhim, n nh ngn sch - La chn hnh thc, kch bn, thi im tin hnh Nguyn Huyn Minh
(FTU)
CHNG 8
3. Cc cng c XT&HTKD
3.2. Quan h cng chng: 3.2.5. Cc bc thc hin (2): - Chun b k lng v ni dung, v phi hp, tp hun i ng, chun b kch bn v phng n d phng - Tin hnh trin khai thc hin ng b vi cc cng c xc tin khc - Thm d phn ng, nh gi hiu qu - Truyn thng hu PRMinh Nguyn Huyn
(FTU)
CHNG 8
3. Cc cng c XT&HTKD
3.2. Quan h cng chng: Nhng iu cn lu (1): - Mc d PR ang pht trin mnh m, nhng khng hon ton thay th qung co - PR v qung co cng khng thay th cho cht lng sn phm - Cn la chn PR hay cc cng c truyn thng ph hp vi i tng cng chng, vi mc tiu v kh nng ca DN
CHNG 8
3. Cc cng c XT&HTKD
3.2. Quan h cng chng: Nhng iu cn lu (2): - Khu chun b vn l khu ng vai tr quyt nh cho hiu ng tt nht ca hot ng PR - Internet v cc cng ngh mi lm thay i hot ng PR c v lng ln v cht - Yu cu ca PR trong truyn thng khng hong: nhanh chng, nht qun, kho lo, linh hot x l vn gi uy tn cho doanh Nguyn Huyn Minh nghip v cng c nim tin ni cng chng (FTU)
CHNG 8
3. Cc cng c XT&HTKD
3.2. Quan h cng chng: Nhng iu cn lu (3): - PR l cng c h tr truyn thng tt nhng nu s dng khng ng ch, khng ng cch th s gy hiu ng ngc - PR khng th to ra tt c: uy tn v danh ting ch c th c xy dng qua mt qu trnh lu bn vi nhng n lc khng ngng nhm p ng nhu cu v k vng ca cng Nguyn Huyn Minh chng (FTU)
CHNG 8
3. Cc cng c XT&HTKD
3.3. Xc tin bn:
3.3.1. Khi nim: - Khuyn mi l hot ng XTTM ca thng nhn nhm xc tin vic mua bn HH, cung ng DV bng cch dnh cho KH nhng li ch nht nh. (iu 88 Lut Thng mi VN, 2005)
CHNG 8
3. Cc cng c XT&HTKD
3.3. Xc tin bn:
3.3.1. Khi nim: - Khuyn mi (Trade sales promotion v Internal sales promotion) Khuyn mi (Consumer sales promotion v Retail sales promotion) - Lu : Lut Thng mi VN u gi chung l khuyn mi Nguyn Huyn Minh
(FTU)
CHNG 8
3. Cc cng c XT&HTKD
3.3. Xc tin bn:
3.3.2. Cc k thut thng dng: - Cc hnh thc gim gi - Cc loi phiu u i - Cc loi qu tng - Cc hnh thc khc
CHNG 8
3. Cc cng c XT&HTKD
3.3. Xc tin bn:
3.3.2.1. Cc hnh thc gim gi (cents-off offers): - Gim gi hoc tng lng: 50 off; contains 25% more; thm 50% sng khoi, gi khng i - Bn hng theo l (reduced-price pack): two for the price of one; mua 3 tr tin 2 Nguyn Huyn Minh
(FTU)
CHNG 8
3. Cc cng c XT&HTKD
3.3. Xc tin bn:
3.3.2.1. Cc hnh thc gim gi (cents-off offers): - Bn km (banded pack): bn gp cc sn phm khc loi vi nhau 19.000 + 8.000 25.000
CHNG 8
3. Cc cng c XT&HTKD
3.3. Xc tin bn:
3.3.2.2. Cc loi phiu u i (coupons, couponing): - Phiu trn bo (media coupons) - Phiu gi trc tip (direct-mail coupons) - Phiu km bao b (package coupons): in-pack/on-pack; instantly redeemable coupon; cross-couponing... Nguyn Huyn Minh
(FTU)
CHNG 8
3. Cc cng c XT&HTKD
3.3. Xc tin bn:
3.3.2.2. Cc loi phiu u i (coupons, couponing): - Phiu chuyn qua knh phn phi (retailer-distributed coupons) - Phiu hon tr (cash-refund offers, money-refunds, rebates)
CHNG 8
3. Cc cng c XT&HTKD
3.3. Xc tin bn:
3.3.2.3. Cc loi qu tng (premiums/gifts): - Hng mu (free samples, sampling) - Qu tng trc tip (with-pack/on-pack/inpack/with-purchase premiums) - Qu tng sau (free-in-the-mail/mail-in premiums) - Qu tng gim gi (self-liquiditing premiums)
CHNG 8
3. Cc cng c XT&HTKD
3.3. Xc tin bn:
3.3.2.4. Cc hnh thc khc (1): - Tr chi c thng (games, sweepstakes) - Thi ly thng (contest) - Thng im cho khch hng thng xuyn, th u i, th khch hng thn thit Nguyn Huyn Minh
(FTU)
CHNG 8
3. Cc cng c XT&HTKD
3.3. Xc tin bn:
3.3.2.4. Cc hnh thc khc (2): - Phiu i ly sn phm mi - Bao b tt hn, bao b c bit - Cam kt bi hon - Ku gi trch nhim x hi
CHNG 8
3. Cc cng c XT&HTKD
3.3. Xc tin bn:
Quy nh c th ti Vit Nam: - Ngh nh 37/2006/N-CP ngy 4/4/2006 ca Chnh ph - Thng t lin tch 07/2007/TTLT-BTMBTC (Thng t 07) ngy 6/7/2007 ca lin B Thng mi-Ti chnh
Lut cnh tranh 2004

iu 3. Gii thich t ng 4. Hnh vi cnh tranh khng lnh mnh l hnh vi cnh tranh ca doanh nghip trong qu trinh kinh doanh tri vi cc chun mc thng th-ng v o c kinh doanh, gy thit hi hoc c th gy thit hi n li ch ca Nh n-c, quyn v li ch hp php ca doanh nghip khc hoc ng-i tiu dng.
Lut cnh tranh 2004

iu 39. Hnh vi cnh tranh khng lnh mnh Hnh vi cnh tranh khng lnh mnh trong Lut ny bao gm: 1. Ch dn gy nhm ln; 2. Xm phm b mt kinh doanh; 3. p buc trong kinh doanh; 4. Gim pha doanh nghip khc; 5. Gy ri hot ng kinh doanh ca doanh nghip khc; 6. Qung co nhm cnh tranh khng lnh mnh; 7. Khuyn mi nhm cnh tranh khng lnh mnh; 8. Phn bit i x ca hip hi; 9. Bn hng a cp bt chnh; 10. Cc hnh vi cnh tranh khng lnh mnh khc theo tiu ch xc nh ti khon 4 iu 3 ca Lut ny do Chnh ph quy nh.
CHNG 8
3. Cc cng c XT&HTKD
3.4. Hi ch trin lm:
3.4.1. Khi nim (iu 129, Lut TM): - L hot ng XTTM c thc hin tp trung trong 1 thi gian v ti 1 a im nht nh thng nhn trng by, gii thiu HH, DV nhm mc ch thc y, tm kim c hi giao kt hp ng mua bn HH, hp ng DV
CHNG 8
3. Cc cng c XT&HTKD
3.4. Hi ch trin lm:
3.4.2.c im:
- Quy t c mt lng khch hng ln - Thm d nhanh phn ng ca ngi tiu dng v nh gi i th cnh tranh - Trng by, gii thiu sn phm, k kt hp ng, m rng kt ni giao thng
Marketing quc t Lu (GT Marketing LT tr.180-182): 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.
Marketing quc t Lu (GT Marketing LT tr.180-182): 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.
Marketing quc t Lu (GT Marketing LT tr.180-182): 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.

Marketing Quoc Te

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Marketing Quoc Te

Uploaded by

Copyright:

Available Formats

BI GING MN HC

huyenminh@yahoo.co.uk 01 226 376 787

TC28E KTN Gio trnh:

TC28E KTN Ti liu tham kho ch yu:

TC28E KTN Chng trnh mn hc Marketing quc t

TC28E KTN Tin mn hc

Th hai 8/4: Chng 3 (1)

Th t 24/4: Chng 8 + Cng b t cch d thi

Cch tnh im hc phn nin ch

TC28E KTN Marketing QT

TC28E KTN Marketing QT

TC28E KTN Marketing QT

TC28E Thc mc v kt qu im danh

- Ging vin KHNG tip sinh vin ti nh ring vi bt k l do g.

TNG QUAN V MARKETING V MARKETING QUC T

(Gio trnh MKT LT, tr.5 29 v tr. 33 37)

1. Khi qut chung v Marketing

1. Khi qut chung v Marketing

1. Khi qut chung v Marketing

1. Khi qut chung v Marketing

1. Khi qut chung v Marketing

1. Khi qut chung v Marketing

1. Khi qut chung v Marketing

1. Khi qut chung v Marketing

1.5. Cc khi nim c bn

1.5. Cc khi nim c bn

1.5. Cc khi nim c bn

1.5. Cc khi nim c bn

1.5.1. Nhu cu: Th bc nhu cu theo Maslow

1.5. Cc khi nim c bn

1.5. Cc khi nim c bn

1.5. Cc khi nim c bn

1.5. Cc khi nim c bn

1.5. Cc khi nim c bn

1.5. Cc khi nim c bn

1.5. Cc khi nim c bn

1.5. Cc khi nim c bn

1.5. Cc khi nim c bn

1.5. Cc khi nim c bn

1.5. Cc khi nim c bn

Core Marketing Concepts

1.4. Cc khi nim c bn

1.4. Cc khi nim c bn

1.4. Cc khi nim c bn

1.4. Cc khi nim c bn

1.4. Cc khi nim c bn

Nguyn Huyn Minh (FTU)

1.4. Cc khi nim c bn

1.4. Cc khi nim c bn

Nguyn Huyn Minh (FTU)

1.4. Cc khi nim c bn

1.4. Cc khi nim c bn

1.4. Cc khi nim c bn

1.4. Cc khi nim c bn

1.4. Cc khi nim c bn

1.4. Cc khi nim c bn

1.4. Cc khi nim c bn

The Marketing-Mix with 4Ps & 4Cs

The Marketing-Mix with 4Ps, 4Cs & 4As

Nguyn Huyn Minh (FTU)

1. Khi qut chung v Marketing

1.5. Cc quan im kinh doanh

1.5. Cc quan im kinh doanh

1.5. Cc quan im kinh doanh