slide marketing quốc tế ftu

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: baigiangmkt@yahoo.com
http://twitter.com/huyenminh
MKT401.4_LT Marketing QT
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.
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.
Gio trnh:
- (1) Gio trnh Marketing l thuyt
(Trng i hc Ngoi thng), PGS.TS. L
nh Tng (ch bin), NXB Gio dc,
2000.
- (2) Gio trnh Marketing quc t (Trng
i hc Ngoi thng), PGS.TS. Nguyn
Trung Vn (ch bin), NXB Lao ng - X
hi, 2008.
Ti liu tham kho ch yu:
- International Marketing, Philip R.
Cateora, Mary C. Gilly, John L. Graham,
McGraw-Hill/Irwin, 14
th
edition, 2009.
Chng I. Khi qut chung v Marketing
v Marketing quc t
Chng II. Mi trng Marketing quc t
Chng III. Nghin cu th trng th gii
Chng IV. K hoch ha chin lc
Marketing quc t
Chng V. Chin lc sn phm quc t
Chng VI. Chin lc gi quc t
Chng VII. Chin lc phn phi quc t
Chng VIII. Chin lc xc tin quc t
MKT401.4_LT Chng trnh
mn hc Marketing quc t
MKT401.4_LT Tin mn hc
(t 22/02 n ht 19/04/2011)
22/02: Chng III (1)
01/03: Chng III (2)
08/03: Chng IV
15/03: Chng V (1)
22/03: Chng V (2) + Chng VI (1)
29/03: Chng VI (2)
05/04: Chng VII (1)
12/04: Ngh l (c th s hc b theo
thng bo ca nh trng)
Nu hc b vo 16/04: Chng VII (2)+
Chng VIII (1)
19/4: Chng VIII (2)
im chuyn cn (10%): im danh ngu
nhin c lp 4 ln (8 im) + im danh
ngu nhin mi sinh vin 1 ln (1 im) +
im thng (pht biu kin xy dng bi,
tr li cu hi, phn bin bi ging: ti a 1
im).
im gia k (30%): bi tp nhm +
thuyt trnh (theo hng dn ca thy Phm
Vn Chin)
im cui k (60%): thi vn p (theo s
ch o ca B mn v hng dn ca thy
Phm Vn Chin)
Cch tnh im hc phn
Thng tin phn hi v ging vin v mn hc:
- Trc tip cho ging vin (T 01 226 376 787).
- Cho ging vin ph trch lp (thy Phm Vn Chin).
- Phng Qun l o to (tng 2 nh A).
- Gio vin ch nhim Khoa chuyn ngnh.
- B mn Marketing quc t (Trng B mn: PGS. TS.
Nguyn Thanh Bnh, Phng Qun l o to, tng 2 nh
A, T: 04 3259 5158, ext 205).
- Khoa Kinh t v Kinh doanh quc t (Trng Khoa:
PGS. TS. Bi Th L, tng 2 nh B, T: 04 3835 6801,
ext 518).
- Ban Gim hiu (Hiu trng: GS. TS. Hong Vn Chu,
tng 8 nh A, T: 04 3834 4403, ext 168).
- H thng hp th ly kin t trong khun vin
trng hoc ti a ch http://qac.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): MKT401.4 - Ni dung hi. V d:
MKT401.4 Bi ging chng III
MKT401.4 Bi tp chng Gi
MKT401.4 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.
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

CC VN BN PHP LUT LIN QUAN N
HOT NG MARKETING
Thi gian hc trn lp theo tn ch b rt
ngn so vi nin ch; mc gn kt
v h tr trong lp gim thiu; lng
thng tin cp nht cn trao i so vi
kin thc l thuyt chun trong gio
trnh khng ngng tng ln sinh
vin cn thc c vic t hc
ca bn thn mnh v tip cn kin
thc mt cch ch ng, sng to,
ph hp vi hon cnh c nhn.
MKT401.4_LT Lu v
phng php hc v thi
Ging vin nh gi cao vic sinh vin
mt mt m bo k lut chung v
thc hin ng cc ch dn, mt khc
tch cc tham gia xy dng bi ging,
tm hiu thm v cc vn do ging
vin gi v trao i trn lp
sinh vin cn c tc phong nhanh
nhn, nghim tc, tp trung nghe
hiu ng v cc vn c
nu ra, hc hiu, bin kin thc
thnh hiu bit ca bn thn.
MKT401.4_LT Lu v
phng php hc v thi
Thi vn p yu cu sinh vin
thuc bi
hiu bi
din t tt
giao tip tt
ng ph vi nhng tnh hung bt
ng pht sinh
MKT401.4_LT Lu v
phng php hc v thi
Khng c mt phng php ging duy
nht, khng c mt phng php hc
duy nht, khng c mt phng php
lm vic duy nht sinh vin cn
thch nghi vi iu kin hc tp t
mc tiu hc tp, ng thi rn
luyn cc k nng c th lm vic
c hiu qu v sau ny.
MKT401.4_LT Lu v
phng php hc v thi
Nguyn Huyn Minh (FTU)
CHNG 5
CHIN LC SN PHM QT
1. Khi nim
2. Vng i sn phm quc t
3. Cc quyt nh v
pht trin sn phm
4. Bao b, nhn hiu sn phm
- CHNG 5 -
1. Khi nim sn phm
1.1. nh ngha:
- xem GT Marketing LT (tr.73)
- SP = SP hu hnh + SP v hnh
- SP = Hng ha v/hoc dch v
- Khi nim SP m rng : hng ha, dch
v, tng, con ngi, a im
Theo AMA (1985): goods, services, ideas
Theo AMA (2007): offerings
- CHNG 5 -
1. Khi nim sn phm
1.2. 5 cp cu thnh (1):
- xem GT Marketing LT (tr.74)
- Li ch ct li: l gi tr s dng, hay
cng dng ca sn phm;
- Sn phm hin thc: l kt cu cc b
phn ca sn phm c th hin trc
tip hay gin tip di dng vt cht;
- CHNG 5 -
1. Khi nim sn phm
1.2. 5 cp cu thnh (2):
- Sn phm mong i: l tp hp nhng thuc
tnh hay nhng iu kin m khch hng trng
ch hay k vng khi mua sn phm;
- Sn phm b sung: l phn tng thm vo
sn phm hin hu nhng dch v, tin ch hay
li ch khc tha mn tt hn yu cu ca
khch hng v to s khc bit so vi sn
phm cnh tranh cng loi.
- CHNG 5 -
1. Khi nim sn phm
1.2. 5 cp cu thnh (3):
- Sn phm tim nng: l ton b nhng yu
t tng cng v thay i ca sn phm
mc cao nht c th trong tng lai. Nu nh
sn phm b sung th hin phn tng thm
vo sn phm hm nay, th sn phm tim
nng th hin kh nng pht trin ca sn
phm trong tng lai nhm c nh ha v
chim u th cnh tranh vt tri.
- CHNG 5 -
1. Khi nim sn phm
1.3. Phn loi sn phm:
- xem GT Marketing LT (tr. 78-82)
- Hng tiu dng (Consumer products): thng
xuyn/khng thng xuyn; lu bn/khng lu
bn
- Hng cng nghip (B2B products): nguyn,
nhin vt liu; linh kin, bn thnh phm; my
mc thit b; my vn phng; vn phng phm,
vt dng thng ngy.
- CHNG 5 -
1. Khi nim sn phm
1.4. Mt s lu v cc dch v:
-Tnh v hnh (intangibility)
-Tnh ng thi (simultaneity)
-Tnh kh bin (variability), hay
tnh khng ng nht (heterogeneity)
-Khng th phn chia (inseparability)
-Khng th lu kho, d tr (perishability)
MARKETING-MIX I VI DCH V
Marketing-Mix truyn thng vi 4P:
- Sn phm (Product)
- Gi (Price)
- Xc tin (Promotion)
- Place (Phn phi)
3 yu t c th i vi cc dch v:
- Mi trng vt cht (Physical evidence)
- Quy trnh nghip v (Process)
- Yu t con ngi (People)
Mt s yu t khc cn lu :
- Tc phong chuyn nghip (Professionalism)
- nh hng u tin (Priority)
- Quan h i tc (Partnership)
- CHNG 5 -
1. Khi nim sn phm
1.5. nh v sn phm:
- L vic xc nh vj tr ca sn phm ca
doanh nghip so vi sn phm canh tranh
trong tim thc ca ngi tiu dng.
- La chn t ng, slogan/strapline, hnh nh,
logo, mu sc c trng.
- Mt s nguyn tc (ngi u tin/ngi
dn u; nguyn tc i u; quy tc Miller)
- CHNG 5 -
2.1. Khi nim v vng i sn phm (PLC):
- xem GT Marketing LT (tr. 86)
- C th coi, PLC l khong thi gian c
tnh t khi sn phm c a ra thj
trng cho n khi n c rt khi thj
trng.
- Vng i sn phm ph thuc vo nhiu yu
t: nhu cu trn th trng, bn thn sn phm
v cc chnh sch h tr ca DN, cc yu t
mi trng (KT, CN, cnh tranh)
- CHNG 5 -
2.1. Khi nim v vng i sn phm (PLC):
- CHNG 5 -
2.2. c im cc giai on (1):
- 4 giai on: 1-Thm nhp, 2-Tng trng/Pht
trin, 3-Bo ha/Chn mui, 4-Suy tn.
- DS: Thp, tng nhanh, tng chm dn v t
cc i ri gim.
- LN: m, bt u tng, t mc cao ri gim.
- Mc tiu: Gii thiu sn phm, m rng th
trng, gi th phn t li nhun, gim chi
ph tn thu.
- CHNG 5 -
- SP: Tiu chun, dch v i km, a dng ha
kiu dng mu m, thu hp dn.
- Gi: 2 trng hp:
+ Cao, gim dn, n nh v gim
+ Thp, tng dn, n nh v gim.
- Phn phi: Chn lc, m rng h thng, mnh,
thu hp dn.
CHNG 5
- Xc tin:
+ Thu ht ch , khuyn khch s dng th
+ Tp trung vo ton b cc nhm KH
+ Qung co duy tr (NH), khuyn khch s
dng nhiu
+ Gim mc ti thiu pha suy tn.
CHNG 5
2.3. ngha thc tin:
- Phi hp c cc thnh phn c bn ca
Marketing hn hp mt cch hiu qu;
- Kim sot c v mt doanh s, chi ph, li
nhun phn b c tt hn cc ngun lc;
- a ra mt danh mc sn phm ti u (cf.
nh gi v la chn SBU trong chng KHH).
CHNG 5
2.4. Vng i sn phm quc t (IPLC):
- c GT Marketing quc t tr. 281 293.
- Lu 5 pha ca IPLC: i mi trong nc
i mi ngoi nc Tng trng v
chn mui Khp ni bt chc i mi
ngc chiu.
3.1. Ma trn Ansoff (Product-Market Expansion Grid)
- SPHH/TTHH: Cng c v m rng khai thc th
trng hin ti. Market penetration
- SPHH/TT mi: Tm kim th trng mi cho sn
phm hin ti. Market development
- SP mi/TTHH: Pht trin sn phm nhm p
ng ton din nhu cu trn th trng hin ti.
Product development
- SP mi/TT mi: a dng ha SP, m rng TT
Diversification
CHNG 5
3. Cc quyt nh v pht trin sn phm
3.1. 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 reduced-calories options,
or chocolate beverage for non-coffee drinkers).
- Diversification: new Starbucks entertainment division,
casual clothing
CHNG 5
CHNG 5
3.2. Cn c la chn:
- Vng i sn phm
- Tnh hnh th trng (nhu cu, cnh
tranh)
- Mc tiu, kh nng v ngun lc ca
doanh nghip
CHNG 5
3.3. 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
CHNG 5
4. Bao b v nhn hiu sn phm
4.1. 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.
CHNG 5
- M vch sn phm:
+ Khi nim
+ Cc h thng (UPC v EAN)
+ Phn tch m vch
- Gii thiu m 2 chiu v nhng ng dng
bc u trong i sng kinh t x hi
CHNG 5
- 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.
CHNG 5
- 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
CHNG 5
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
CHNG 5
4.2. 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
-CHNG 5 -
- 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)
-CHNG 5 -
- 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)
-CHNG 5 -
- Trademark :[] The legal term for
brand is trademark.
(AMA, Dictionary of Marketing Terms, 2009)
-CHNG 5 -
4.2. 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.
[...]
-CHNG 5 -
4.2. 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 MARKETING-MIX
& PRODUCTS
Product Mix (Product portfolio) decisions:
- Product Mix: full set of a firms products
and variants across all markets served.
- Product line: group of products closely
related to each other.
- Product Mix width: number of product lines
- Product line length: number of items
- Product line depth: number of variants
THE MARKETING-MIX
& PRODUCTS
- Unilever:
Pers. care, Home care, Foods (Mix width)
Lifebouy, Lux, Ponds, Sunsilk, Dove
(product line length)
Dove brand: soap, body washes,
shampoos, conditioners, deodorants
(product line depth)
THE MARKETING-MIX
& PRODUCTS
- Colgate:
Oral care, Pers. care, Household care
(Mix width)
Colgate Total, Colgate Tartar Control,
Colgate 2in1, Colgate Cavity Protection,
Colgate Sensitive, Colgate Fresh
Confidence, Colgate Max Fresh, Colgate
Simply White, Colgate Sparkling White
(Colgates line of Toothpastes depth)
THE MARKETING-MIX
& PRODUCTS
How to lengthen a companys product line?
- By line stretching: downwards (Mercedes
C-class), upwards (Lexus, Infinity, Acura)
or both ways.
- By line filling: by adding more items within
the present range of the line (Solar-
powered Walkman, waterproof Walkman)
THE MARKETING-MIX
& PRODUCTS
Brand development
New brands
(Matsushita)
Multibrands
(Procter&Gam
ble)
New Brand
Name
Brand extension
(Kimberly-
Clarks Huggies)
Line Extension
(Nestles Ski
youghurt
range)
Existing
Brand Name
New Product Exisiting
Product
-CHNG 5 -
4.3. 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.
BRAND
EQUITY
=
BRAND
CONTRIBUTION
X
BRAND
MOMENTUM
(BrandZ method)
THE MARKETING-MIX
& PRODUCTS
Brand = Brand name + Brand mark
Types of brands:
-Manufacturer brands
-Distributor/Store/Private brands
-Licensed brands
-Co-branding
THE MARKETING-MIX
& PRODUCTS
Brand equity: the marketplace
value of a brand based on
reputation and goodwill.
4 levels of a brand value:
(4 cp ca gi tr thng hiu)
-Brand awareness (nhn bit)
-Brand acceptability (chp nhn)
-Brand preference (a thch)
-Brand 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
CHNG 6
CHIN LC GI QUC T
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
Gio trnh Marketing l thuyt, tr. 100 122
Gio trnh Marketing quc t, tr. 328 - 376
- CHNG 6 -
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:
- Thj 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.
- Thj 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 -
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:
e
D
= (Q/Q
0
) / (P/P
0
)
- CHNG 6 -
2. Cc cn c nh gi
2.3. Cn c vo h s co gin cu gi (2):
- Nu e
D
< 1 : cu co gin theo gi
e
D
= 1 : cu co gin n v
(gi gim bao nhiu% th cu tng by nhiu %)
1 < e
D
< 0 : cu t co gin (ko ng k)
e
D
= 0 : cu khng co gin
e
D
> 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 -
2. Cc cn c nh gi
2.4. Cc cn c nh gi khc:
Phng php nh gi Gabor-Granger qua kho
st, iu tra khch hng tim nng qua hai mc
Gi (ngng trn v ngng di):
- Vi mc gi di bao nhiu tin th qu khch
ko mua v cho rng SP khng m bo cht lng?
- Vi mc gi trn bao nhiu tin th qu khch ko
mua v cho rng n qu t?
- 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):
P
1
= P
0
(a + b x M
1
/M
0
+ c x S
1
/S
0
)
- 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 -
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 thng mi quc t (b 13 iu kin theo
Incoterms 2000; 11 iu kin theo Incoterms 2010)
- 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
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 -
- 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)
THE MARKETING-MIX
& PRICING
Monetary
Cost
Time
Cost
Energy
Cost
Psychic
Cost
Product
Benefit
Service
Benefit
Personnel
Benefit
Image
Benefit
PERCEIVED COST
V
A
L
U
E
PERCEIVED BENEFIT
CHNG 7
CHIN LC PHN PHI QT
1. Khi qut chung
2. Phng thc v knh phn phi
3. Cc trung gian phn phi
4. 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
2.1. 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
- 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
- Nhc im: i hi cao v ngun
lc ti chnh, nhn s cng nh v
kinh nghim v qun l.
CHNG 7
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
- 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
- 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.
Th
Th

tr
tr
ng
ng
m
m
c
c
tiu
tiu
Nh
Nh
s
s
n
n
xu
xu
t
t
Nh
Nh
phn
phn
ph
ph
i
i
Gi
Gi
Gi
Gi
S
S
n
n
ph
ph
m
m
S
S
n
n
ph
ph
m
m
Phn
Phn
ph
ph
i
i
Phn
Phn
ph
ph
i
i
X
X
c
c
ti
ti
n
n
X
X
c
c
ti
ti
n
n
H
H
p
p
t
t
c
c
CHNG 7
CHNG 7
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
2.3.2. 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
- 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).
CHNG 7
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
3.1. 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.
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
3.3. 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
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
C
C
c
c
lo
lo
i
i
h
h
nh
nh
phn
phn
ph
ph
i
i
ph
ph
bi
bi
n
n
hi
hi
n
n
nay
nay
B
B
n
n
bun
bun
(
(
Wholesaler
Wholesaler
):
):
Ngi cung ng hng ha, dch v cho
ngi mua bn li hoc s dng vo
mc ch kinh doanh.
B
B
n
n
l
l
(
(
Retailer
Retailer
):
):
Ngi cung ng hng ha, dch v cho
ngi mua nhm mc ch tiu dng c
nhn hoc phi thng mi.
C
C
c
c
lo
lo
i
i
h
h
nh
nh
phn
phn
ph
ph
i
i
ph
ph
bi
bi
n
n
hi
hi
n
n
nay
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)
C
C
c
c
lo
lo
i
i
h
h
nh
nh
phn
phn
ph
ph
i
i
ph
ph
bi
bi
n
n
hi
hi
n
n
nay
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...)
Quy ch v siu th v trung tm thng mi
(B Cng thng, 2004):
- Siu thj 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.
C
C
c
c
siu
siu
th
th
v
v
trung
trung
tm
tm
thng
thng
m
m
i
i
Vi
Vi
t
t
Nam
Nam
(B Cng thng, 2004):
- Trung tm thng mai 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.
C
C
c
c
siu
siu
th
th
v
v
trung
trung
tm
tm
thng
thng
m
m
i
i
Vi
Vi
t
t
Nam
Nam
(B Cng thng, 2004):
- Phn hng (I, II, III) theo:
+ tnh cht kinh doanh,
+ din tch kinh doanh,
+ s lng mt hng.
C
C
c
c
siu
siu
th
th
v
v
trung
trung
tm
tm
thng
thng
m
m
i
i
Vi
Vi
t
t
Nam
Nam
C
C
c
c
siu
siu
th
th
v
v
trung
trung
tm
tm
thng
thng
m
m
i
i
Vi
Vi
t
t
Nam
Nam
c trng ca siu thj:
- 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
C
c
c
siu
siu
th
th
v
v
trung
trung
tm
tm
thng
thng
m
m
i
i
Vi
Vi
t
t
Nam
Nam
c trng ca trung tm thng mai:
- 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.
C
C
c
c
siu
siu
th
th
v
v
trung
trung
tm
tm
thng
thng
m
m
i
i
Vi
Vi
t
t
Nam
Nam
Thc trang cc siu thj v trung tm
thng mai Vit Nam:
- iu kin c s vt cht v cht lng
phc v cha cao,
- Phong cch cn thiu tnh chuyn nghip,
k c cc siu th nc ngoi,
- Mc cnh tranh cao, nhng nng lc
cnh tranh cn thp.
T
T
m
m
nh
nh
n
n
chi
chi
n
n
l
l
c
c
c
c
a
a
nh
nh
phn
phn
ph
ph
i
i
V tr ca phn phi trong chui cung ng:
Nguyn
Nguyn
li
li
u
u
Cung
Cung
ng
ng
S
S
n
n
xu
xu
t
t
B
B
n
n
bun
bun
B
B
n
n
l
l
Tiu
Tiu
d
d
ng
ng
Chui cung ng
(truyn thng)
Knh Marketing
(truyn thng)
Chui gi tr - Value Chain
(Qun tr chui cung ng tng th)
Th
Th

tr
tr
ng
ng
m
m
c
c
tiu
tiu
Nh
Nh
s
s
n
n
xu
xu
t
t
Nh
Nh
phn
phn
ph
ph
i
i
Gi
Gi
Gi
Gi
S
S
n
n
ph
ph
m
m
S
S
n
n
ph
ph
m
m
Phn
Phn
ph
ph
i
i
Phn
Phn
ph
ph
i
i
X
X
c
c
ti
ti
n
n
X
X
c
c
ti
ti
n
n
H
H
p
p
t
t
c
c
CHNG 7
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
4.2.1. 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.
CHNG 7
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
4.2.2. 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
4.2.3. 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.
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
Message
Media
Intended
Message
Perceived
Message
Noise
Sender Receiver
E
D
CHNG 8
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
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):
- L gii thiu n ngi tiu dng v hot
ng kinh doanh hng ha, dch v, bao
gm dch v c mc ch sinh li v dch
v khng c mc ch sinh li (Php lnh
qung co ca Vit Nam, 2001)
CHNG 8
3. Cc cng c XT&HTKD
3.1. Qung co:
3.1.1. Khi nim:
- L gii thiu n cng chng v hot
ng kinh doanh hng ha, dch v c
mc ch sinh li v dch v khng c
mc ch sinh li (D tho ln 4 Lut
qung co, 2009)
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.
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
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 (Co-
branding)
CHNG 8
3. Cc cng c XT&HTKD
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
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 ?
CHNG 8
3. Cc cng c XT&HTKD
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
CHNG 8
3. Cc cng c XT&HTKD
Cc thnh phn
c bn
Thit k qung co l g?
Qung co l truyn thng:
Ni vi ai?
Ni ci g?
Ni u?
Ni nh th no?
Cu tr li: Thit k qung co
Ngi thit k qung co l mt ngi gii quyt vn
(problem solver) & mt nh truyn thng (communicator)
Vn l lm th
no khng bng
ngn t m th
hin bt bi Bic vit
c rt lu?
Thit k qung co l g?
3.1.5. Hiu qu qung co (1):
- H s co gin cu-qung co:
- H s co gin cu-qung co (ADe
D
) l t
l so snh gia % thay i ca cu tng
ng vi % thay i ca chi ph qung co.
- Cng thc tnh:
CHNG 8
3. Cc cng c XT&HTKD
- Chi ph trn 1000 contacts (CPM):
- T l nh qung co trn 1 phng tin:
CHNG 8
3. Cc cng c XT&HTKD
Advertising Expenditure
Market Share
CHNG 8
3. Cc cng c XT&HTKD
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
CHNG 8
3. Cc cng c XT&HTKD
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
CHNG 8
3. Cc cng c XT&HTKD
3.1.6. Standardization or Adaptation
CHNG 8
3. Cc cng c XT&HTKD
THINK & ACT
LOCAL
THINK GLOBAL
ACT LOCAL
Adaptation
THINK LOCAL
ACT GLOBAL
THINK & ACT
GLOBAL
Standardization
Adaptation
Standardization
COM.
PRODUCT
3.1.7. 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
CHNG 8
3. Cc cng c XT&HTKD
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
3.2.1. 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 nghip. (Theo 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
i ng cn b, nhn vin trong DN
CHNG 8
3. Cc cng c XT&HTKD
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
hiu/doanh nghip khi c vn pht sinh
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
3.2.5. 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
CHNG 8
3. Cc cng c XT&HTKD
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 PR
CHNG 8
3. Cc cng c XT&HTKD
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
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
nghip v cng c nim tin ni cng chng
CHNG 8
3. Cc cng c XT&HTKD
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
chng
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
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
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...
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/in-
pack/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
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-BTM-
BTC (Thng t 07) ngy 6/7/2007 ca
lin B Thng mi-Ti chnh
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
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
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.

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