You are on page 1of 240

BI GING MN HC

MARKETING QUC T

Ging vin: Nguyn Huyn Minh

Khoa Kinh t v kinh doanh quc t Tng 2 nh B, i hc Ngoi thng Email: baigiangmkt@yahoo.com http://twitter.com/huyenminh

CN17C KTN Marketing QT


Yu cu sinh vin nghim tc thc hin cc ni quy, quy ch ca nh trng. Lu cng phi eo th sinh vin khi vo lp hc v trong sut cc bui hc. 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; i hc ng gi, gi trt t; c ti liu, phn bin bi ging hc tp c hiu qu.

CN17C KTN Marketing QT


Gio trnh, ti liu tham kho ch yu: - Gio trnh Marketing l thuyt (Trng H Ngoi thng), PGS.TS. L nh Tng (ch bin), NXB Gio dc, 2000. - Gio trnh Marketing quc t (Trng H Ngoi thng), PGS.TS. Nguyn Trung Vn (ch bin), NXB Lao ng-XH, 2008.

CN17C KTN Chng trnh hc


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

CN17C KTN Tin mn hc


16.01.10. Chng I (1) 19.01.10. Chng I (2) 21.01.10. Chng II 23.01.10. Chng III (1) 26.01.10. Chng III (2) + Chng IV 28.01.10. C kh nng thng bo ngh 30.01.10. Chng V 02.02.10. Chng VI 04.02.10. Chng VII + kim tra gia k 06.02.10. Chng VIII 02.03.10. n tp v tng kt 05.03.10. THI ti B308

CN17C KTN Marketing QT


iu kin d thi: c mt t nht 3/4 bui im danh. Kim tra gia k: T lun (tr li ng/Sai v gii thch vn tt). Thi cui k: Trc nghim (chn 1 cu tr li ng duy nht) trn giy.

CN17C KTN Marketing QT


Cch tnh im hc phn: im chuyn cn x 10% + (im gia k + im thng) x 30% + im thi cui k x 60%

CHNG 1

TNG QUAN V MARKETING V MARKETING QUC T


1. Khi qut chung v Marketing 2. Khi nim Marketing quc t 3. T chc cng ty kinh doanh quc t

Nguyn Huyn Minh (FTU)

CHNG 1

1. Khi qut chung v Marketing


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

Nguyn Huyn Minh (FTU)

CHNG 1

1. Khi qut chung v Marketing


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.
Nguyn Huyn Minh (FTU)

CHNG 1

1. Khi qut chung v Marketing


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.
Nguyn Huyn Minh (FTU)

CHNG 1

1. Khi qut chung v Marketing 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.

Nguyn Huyn Minh (FTU)

CHNG 1

1. Khi qut chung v Marketing

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
Nguyn Huyn Minh (FTU)

CHNG 1

1. Khi qut chung v Marketing


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.
Nguyn Huyn Minh (FTU)

CHNG 1

1. Khi qut chung v Marketing


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.
Nguyn Huyn Minh (FTU)

CHNG 1

1. Khi qut chung v Marketing


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.
Nguyn Huyn Minh (FTU)

CHNG 1

1.5. Cc khi nim c bn


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

1.5. Cc khi nim c bn


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
Nguyn Huyn Minh (FTU)

CHNG 1

1.5. Cc khi nim c bn


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.
Nguyn Huyn Minh (FTU)

CHNG 1

1.5. Cc khi nim c bn


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
Nguyn Huyn Minh (FTU)

CHNG 1

1.5. Cc khi nim c bn


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
Nguyn Huyn Minh (FTU)

CHNG 1

1.5. Cc khi nim c bn


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.

Nguyn Huyn Minh (FTU)

CHNG 1

1.5. Cc khi nim c bn


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.
Nguyn Huyn Minh (FTU)

CHNG 1

1.5. Cc khi nim c bn


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.

Nguyn Huyn Minh (FTU)

CHNG 1

1.5. Cc khi nim c bn


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.
Nguyn Huyn Minh (FTU)

CHNG 1

1.5. Cc khi nim c bn


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.
Nguyn Huyn Minh (FTU)

CHNG 1

1.5. Cc khi nim c bn


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
Nguyn Huyn Minh (FTU)

CHNG 1

1.5. Cc khi nim c bn


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
Nguyn Huyn Minh (FTU)

CHNG 1

1.5. Cc khi nim c bn


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.
Nguyn Huyn Minh (FTU)

CHNG 1

1.5. Cc khi nim c bn


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.
Nguyn Huyn Minh (FTU)

CHNG 1

1.5. Cc khi nim c bn


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
Nguyn Huyn Minh (FTU)

CHNG 1

1.6. Cu trc tng th 1.6.1. 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

1.6. Cu trc tng th 1.6.1. 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

1.6. Cu trc tng th


1.6.2. 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.
Nguyn Huyn Minh (FTU)

CHNG 1

1.7. Qu trnh pht trin 1.7.1. 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 v m rng h thng phn phi.
Nguyn Huyn Minh (FTU)

CHNG 1

1.7. Qu trnh pht trin


1.7.2. 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 v khng ngng i mi sn phm ca mnh.
Nguyn Huyn Minh (FTU)

CHNG 1

1.7. Qu trnh pht trin


1.7.3. 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.
Nguyn Huyn Minh (FTU)

CHNG 1

1.7. Qu trnh pht trin


1.7.4. 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.
Nguyn Huyn Minh (FTU)

So snh quan im bn hng vi quan im Marketing


Bn ci mnh c

Doanh nghip
Xut pht im

Sn phm

N lc bn hng & XT
Phng tin t mc tiu

Li nhun nh khi lng bn


Mc tiu

i tng quan tm ch yu

N lc tng Li nhun Nhu cu nh s hi hp ca KH Marketing lng ca KH Bn ci khch hng cn

Th trng mc tiu

CHNG 1

1.7. Qu trnh pht trin


1.7.5. 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
Nguyn Huyn Minh (FTU)

CHNG 1

1.7. Qu trnh pht trin


1.7.5. 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.
Nguyn Huyn Minh (FTU)

Quan im Marketing o c x hi

XH Nhn thc, tng tc

p lc

NTD

p lc

DN

CHNG 1

2. 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.

Nguyn Huyn Minh (FTU)

CHNG 1

2. Khi nim v Marketing quc t


2.1. Mt s nh ngha:
Marketing quc t l vic tin hnh cc hot ng kinh doanh nhm hng lung hng ha v dch v ca mt cng ty ti ngi tiu dng hay ngi s dng trn hn mt quc gia thu li nhun. (Philip R. Cateora, International Marketing, 9th edition, Mc Graw Hill, 1997).
Nguyn Huyn Minh (FTU)

CHNG 1

2. Khi nim v Marketing quc t


2.1. Mt s nh ngha:
Marketing quc t l qu trnh [mang tnh] a quc gia ln k hoch v trin khai thc hin vic to ra, nh gi, xc tin v truyn b tng, phn phi hng ha, cung ng dch v nhm hng ti trao i nhm tha mn mc tiu ca cc c nhn v t chc. (Sak Onkvisit, John J. Shaw, International Marketing: Analysis and Strategy, 4th edition, Routledge, 2004) Huyn Minh (FTU) Nguyn

Nguyn Huyn Minh (FTU)

(2): TRUYN THNG

(3): SN PHM

DOANH
NGHIP

BIN GII

TH

TRNG

(4): TI CHNH

(1): THNG TIN

CHNG 1

2.2. Bn cht v nhng vn ct li


2.2.1. 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
Nguyn Huyn Minh (FTU)

CHNG 1

2.2. Bn cht v nhng vn ct li


2.2.1. 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.
Nguyn Huyn Minh (FTU)

CHNG 1

2.2. Bn cht v nhng vn ct li


2.2.2. 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
Nguyn Huyn Minh (FTU)

CHNG 1

2.3. c trng ca Marketing quc t


2.3.1. 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 Nguyn Huyn Minh (FTU) V vng i sn phm

CHNG 1

2.3. c trng ca Marketing quc t


2.3.2. 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
Nguyn Huyn Minh (FTU)

CHNG 1

2.3. c trng ca Marketing quc t


2.3.2. 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
Nguyn Huyn Minh (FTU)

CHNG 1

2.4. Mc tiu v cc chc nng


2.4.1. 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
Nguyn Huyn Minh (FTU)

CHNG 1

2.4. Mc tiu v cc chc nng


2.4.2. 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 lc sn phm ph hp
Nguyn Huyn Minh (FTU)

CHNG 1

2.4. Mc tiu v cc chc nng


2.4.2. 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
Nguyn Huyn Minh (FTU)

CHNG 1

2.4. Mc tiu v cc chc nng


2.4.2. 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 trng nc ngoi
Nguyn Huyn Minh (FTU)

Phn bit:
Domestic vs. International Marketing

Local vs. Global Marketing

Phn bit:
Domestic Marketing Export Marketing International Marketing Multinational Marketing Global Marketing

Phn bit:
Local Marketing
= Marketing a phng???

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.

Nguyn Huyn Minh (FTU)

CHNG 2

MI TRNG MARKETING QT
1. 2. 3. 4. Khi qut chung Mi trng bn trong Mi trng bn ngoi Mi quan h gia cc yu t mi trng Marketing
Nguyn Huyn Minh (FTU)

CHNG 2

1. Khi qut chung 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.

Nguyn Huyn Minh (FTU)

CHNG 2

1. Khi qut chung 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.
Nguyn Huyn Minh (FTU)

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.
Nguyn Huyn Minh (FTU)

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
Nguyn Huyn Minh (FTU)

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

Nguyn Huyn Minh (FTU)

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

Nguyn Huyn Minh (FTU)

CHNG 2

2. Mi trng bn trong
2.5. Mi trng vn ha doanh nghip:

Nguyn Huyn Minh (FTU)

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
Nguyn Huyn Minh (FTU)

CHNG 2

3. Mi trng bn ngoi
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.
Nguyn Huyn Minh (FTU)

CHNG 2

3. Mi trng bn ngoi
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
Nguyn Huyn Minh (FTU)

CHNG 2

3. Mi trng bn ngoi
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

Nguyn Huyn Minh (FTU)

CHNG 2

3. Mi trng bn ngoi
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)
Nguyn Huyn Minh (FTU)

CHNG 2

3. Mi trng bn ngoi
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

Nguyn Huyn Minh (FTU)

CHNG 2

3. Mi trng bn ngoi
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
Nguyn Huyn Minh (FTU)

CHNG 2

3. Mi trng bn ngoi
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.
Nguyn Huyn Minh (FTU)

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.
Nguyn Huyn Minh (FTU)

CHNG 2

4. Mi quan h gia cc yu t mi trng


- 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.
Nguyn Huyn Minh (FTU)

CHNG 2

4. Mi quan h gia cc yu t mi trng


- 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
Nguyn Huyn Minh (FTU)

CHNG 3

NGHIN CU TH TRNG QT
1. 2. 3. 4. Khi qut chung Ni dung nghin cu th trng Quy trnh cc bc NCTT Phn on th trng v xc nh th trng mc tiu
Nguyn Huyn Minh (FTU)

CHNG 3

1. Khi qut chung 1.1. Khi nim: - Th trng l lnh vc lu thng, hng ha thc hin c gi tr c to ra trong khu sn xut - Th trng l ni gp g gia cung v cu, gia nhng ngi mua v ngi bn
Nguyn Huyn Minh (FTU)

CHNG 3

1. Khi qut chung 1.1. Khi nim: - Th trng l tp hp tt c nhng ngi mua hin ti v tim tng i vi mt sn phm - Th trng l ni c nhng nhu cu cn c p ng
Nguyn Huyn Minh (FTU)

CHNG 3

1. Khi qut chung 1.2. Phn loi: - Theo phm vi lu thng - Theo i tng lu thng - Theo i tng mua hng - Theo tnh cht kinh doanh - Theo lnh vc kinh doanh - Theo quan h cung cu
Nguyn Huyn Minh (FTU)

CHNG 3

1. Khi qut chung


1.3. Mi quan h gia DN vi th trng: - Xem GT tr. 41 - Theo quan im Marketing, mi quan h gia DN vi TT cn l, phi l, v trc ht l quan h v mt thng tin (thng tin t th trng, thng tin n th trng, thng tin phn hi) m bo hot ng sn xut kinh doanh ph hp vi nhu cu v nhng din bin trn th trng.
Nguyn Huyn Minh (FTU)

CHNG 3

2. Ni dung nghin cu th trng 2.1. Nghin cu khi qut: - Cho php doanh nghip c ci nhn u tin mang tnh cht tng th v h thng, t nhanh chng nh gi c hi, kh nng v cch tip cn cng cc bc i tip theo mt cch hp l
Nguyn Huyn Minh (FTU)

CHNG 3

2. Ni dung nghin cu th trng 2.2. Nghin cu chi tit: - Nghin cu khch hng - Nghin cu hng ha - Quy m, c tnh th trng - H thng phn phi - Nghin cu cnh tranh - C s h tng
Nguyn Huyn Minh (FTU)

CHNG 3

2. Ni dung nghin cu th trng 2.2.1. Nghin cu khch hng: 2.2.1.1. Xc nh khch hng: - L tp hp nhng ngi mua ( mua, ang mua v s mua) SP ca DN. - Nhn chung, c th coi KH l ngi c nhu cu, c kh nng thanh ton v sn sng trao i tha mn nhu cu.
Nguyn Huyn Minh (FTU)

CHNG 3

2. Ni dung nghin cu th trng 2.2.1. Nghin cu khch hng: 2.2.1.1. Xc nh khch hng: - Nh vy, KH ca DN c th l: NTD cui cng (c nhn v gia nh h), cc DN (sn xut, phn phi, XK, nh NK nc ngoi), Chnh ph v cc c quan thuc b my Nh nc
Nguyn Huyn Minh (FTU)

CHNG 3

2. Ni dung nghin cu th trng


2.2.1. Nghin cu khch hng: 2.2.1.2. Nghin cu hnh vi mua ca KH l c nhn - M hnh c bn:
Tc nhn kch thch

Hp en thc

Phn ng p li

Nguyn Huyn Minh (FTU)

CHNG 3

2. Ni dung nghin cu th trng


2.2.1.2. (tip)
5 vai tr trong mt quyt nh mua: Ngi ch xng Ngi c nh hng Ngi quyt nh Ngi mua Ngi s dng/NTD
Nguyn Huyn Minh (FTU)

CHNG 3

2. Ni dung nghin cu th trng


2.2.1.2. (tip)
4 kiu hnh vi mua sm: Hnh vi mua sm phc tp Hnh vi mua sm hi ha Hnh vi mua sm a dng Hnh vi mua sm thng thng

Nguyn Huyn Minh (FTU)

CHNG 3

2. Ni dung nghin cu th trng

Quy trnh ra quyt nh:

Xut hin nhu cu Tm kim thng tin nh gi, la chn Tc nhn kch thch Marketing

Tc nhn kch thch Marketing

Mua hng (*) Phn ng sau mua

(*): D nh mua Quyt nh mua Hnh ng mua

CHNG 3

2. Ni dung nghin cu th trng


2.2.1.2. (tip)
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)
Nguyn Huyn Minh (FTU)

CHNG 3

2. Ni dung nghin cu th trng


2.2.1.2. (tip)
Tm l v hnh vi mua ca NTD: Va n gin, va phc tp an xen gia l tr v cm tnh Kh c th la chn tt nht nn thng la chn ph hp nht Ginh quyn thay i quyt nh, tr hon hay t b vic mua sm
Nguyn Huyn Minh (FTU)

CHNG 3

2. Ni dung nghin cu th trng


2.2.1. Nghin cu khch hng: 2.2.1.3. Nghin cu hnh vi mua ca KH l cc t chc - Bc 1: thc v nhu cu - Bc 2: M t khi qut nhu cu - Bc 3: Xy dng h thng tiu chun v ch tiu k thut - Bc 4: Tm kim nhng ngi cung ng
Nguyn Huyn Minh (FTU)

CHNG 3

2. Ni dung nghin cu th trng


2.2.1. Nghin cu khch hng: 2.2.1.3. Nghin cu hnh vi mua ca KH l cc t chc - Bc 5: Yu cu cho hng - Bc 6: nh gi, la chn nh cung ng - Bc 7: m phn, tha thun chi tit, lm th tc t hng - Bc 8: nh gi hiu qu
Nguyn Huyn Minh (FTU)

CHNG 3

2. Ni dung nghin cu th trng


2.2.1.3 (tip) Cc yu t nh hng n hnh vi mua hng CN: - Nhm yu t mi trng (mc nhu cu, trin vng kinh t, cng ngh, cnh tranh) - Nhm yu t t chc ca DN (H thng, c cu, mc tiu, chnh sch, th tc) - nh hng qua li gia cc c nhn lin quan n quy trnh ra quyt nh mua sm ca DN - Nhm yu t c nhn lin quan n ngi mua
Nguyn Huyn Minh (FTU)

CHNG 3

2. Ni dung nghin cu th trng 2.2.2. Nghin cu hng ha (GT tr. 51-53) - Cht lng hng ha - Nng lc cnh tranh ca hng ha - Phm vi s dng ca hng ha

Nguyn Huyn Minh (FTU)

CHNG 3

2. Ni dung nghin cu th trng 2.2.3. Xc nh quy m, c tnh TT: 2.2.3.1. Xc nh quy m th trng: - L vic xc nh lng cu ca th trng v mt loi hng ha c th, t nh gi tim nng bn hng ca DN.
Nguyn Huyn Minh (FTU)

CHNG 3

2. Ni dung nghin cu th trng 2.2.3. Xc nh quy m, c tnh TT: 2.2.3.1. Xc nh quy m th trng: - Lng cu ca th trng, hay dung lng th trng, l khi lng hng ha c th bn c, hoc thc s c bn trn mt phm vi th trng trong mt thi k xc nh, thng l 1 nm.
Nguyn Huyn Minh (FTU)

CHNG 3

2. Ni dung nghin cu th trng


2.2.3. Xc nh quy m, c tnh TT: 2.2.3.1. Xc nh quy m th trng: - Cng thc tnh DLTT:

DLTT = (SX tn kho) + NK XK


VD: SX = 25.000, NK = 12.800, tn kho u k = 8.000, TK cui k = 6.400, XK = 4.500

DLTT trong k va qua = 34.900


Nguyn Huyn Minh (FTU)

CHNG 3

2. Ni dung nghin cu th trng


2.2.3. Xc nh quy m, c tnh TT: 2.2.3.2. Xc nh c tnh th trng: - c im ca th trng NTD v th trng DN theo cc tiu thc: c cu th trng, s lng ngi mua, lng cu, quy m v tnh cht cnh tranh, c im v hng ha, i tng s dng, quy trnh ra quyt nh mua, yu cu v dch v, ngun thng tin, knh phn phi, qung co, bn hng (GT tr. 54, 55)
Nguyn Huyn Minh (FTU)

CHNG 3

3. Quy trnh nghin cu th trng


3.1. Phng php tin hnh chung: - Xc nh vn v mc ch nghin cu - La chn phng php nghin cu - Lp k hoch nghin cu - Thu thp thng tin th cp - Thu thp thng tin s cp - X l v din gii thng tin - Gii thiu (bo co) kt qu nghin cu
Nguyn Huyn Minh (FTU)

CHNG 3

3. Quy trnh nghin cu th trng


3.1. Phng php tin hnh chung: - So snh u nhc im ca thng tin s cp v th cp v cc mt: thi gian, cng sc, chi ph thu thp, mc chnh xc, tnh cp nht, tin cy, tnh ph bin, mc p ng yu cu v mc ch nghin cu (GT tr. 56, 57, 59)
Nguyn Huyn Minh (FTU)

CHNG 3

3. Quy trnh nghin cu th trng


3.2. Nghin cu ti liu - Cn gi l nghin cu ti bn, y l bc thu thp thng tin th cp - C nhiu ngun t liu (nin gim thng k; sch bo, tp ch; bo co ca cc B, ngnh; ti liu ca cc c quan nghin cu; thng tin trn mng my tnh; ti liu, bo co ni b, c s d liu ca chnh DN)
Nguyn Huyn Minh (FTU)

CHNG 3

3. Quy trnh nghin cu th trng


3.2. Nghin cu ti liu - Cn khoanh vng nhng thng tin cn thit cho vic nghin cu - Xc nh cc n v thu thp, mc ch thu thp v cng b d liu ca h - nh gi tnh chnh xc, tin cy v tnh cp nht ca cc ti liu c c - Lu gi v trch dn ti liu mt cch c h thng - Cn tin hnh mt cch thng xuyn (nh k)
Nguyn Huyn Minh (FTU)

CHNG 3

3. Quy trnh nghin cu th trng


3.3. Nghin cu nh tnh - L bc thu thp thng tin s cp u tin - Thng qua nghin cu nh tnh, NTD bc l, chia s ngh ca mnh mt cch t nhin v i vo chiu su ca vn . - Nh vy, phng vn v/hoc quan st nhm khai thc ng c v thi ca NTD, tr li cc cu hi AI (CI G)? , TI SAO? , NH TH NO? .
Nguyn Huyn Minh (FTU)

CHNG 3

3. Quy trnh nghin cu th trng


3.3. Nghin cu nh tnh - Cc phng php ch yu: Quan st trc tip(*) Phng vn c nhn Phng vn nhm
(*): trong mt s trng hp, quan st cn c coi l mt phng php nghin cu nh lng
Nguyn Huyn Minh (FTU)

CHNG 3

3. Quy trnh nghin cu th trng


3.3. Nghin cu nh lng - Trn c s nhng thng tin hu ch thu thp c qua phng vn su, doanh nghip cn tin hnh nghin cu thc a trn din rng nh gi, c lng v quy m, khi lng, tn sut, mc ca cc hin tng hay vn c lin quan. - Nghin cu nh lng gip tr li cu hi: BAO NHIU? , BAO LU? , U? , KHI NO?
Nguyn Huyn Minh (FTU)

CHNG 3

3. Quy trnh nghin cu th trng


3.4. Nghin cu nh lng - Cc phng php ch yu: Thc nghim(*) M phng Kho st, iu tra
(*): trong mt s trng hp, thc nghim cn c coi l mt phng php nghin cu nh tnh
Nguyn Huyn Minh (FTU)

CHNG 3

3. Quy trnh nghin cu th trng


3.4. (tip) Kho st, iu tra (lm survey): Thit k bng cu hi: - Xc nh cc nhm thng tin cn thu thp - Son tho v nh gi s b bng cu hi - Thit k cu trc bng cu hi - R sot v hnh thc bng cu hi - Kim nghim (iu tra th) v hon chnh bng cu hi
Nguyn Huyn Minh (FTU)

CHNG 3

3. Quy trnh nghin cu th trng


3.4. (tip) Kho st, iu tra (lm survey): Mt s yu cu i vi bng cu hi (1): - Cc cu hi ngn gn, r rng, d hiu - Th t hp l, ch dn r rng - Cc cu hi cn i t n gin n phc tp - Trnh cc cu qu phc tp hay phi huy ng tr nh qu nhiu - Khng t 2 cu hi trong cng mt cu - Trnh nhng cu hi gy tr ngi (tui tc, thu Nguyn Huyn Minh (FTU) nhp) ngay phn u

CHNG 3

3. Quy trnh nghin cu th trng


3.4. (tip) Kho st, iu tra (lm survey): Mt s yu cu i vi bng cu hi (2): - Trnh cc cu hi gi cu tr li: cch din t phi mang tnh trung lp, khng p t - Trnh cc cu hi dng ph nh, m h, t gi thuyt, ti ngha hay a ngha - Khng nn s dng nhiu cu hi m (dng Ti sao? ) hay cc cu dng C/Khng - Phn cm n cn phi ngn gn v chn thc
Nguyn Huyn Minh (FTU)

CHNG 3

3. Quy trnh nghin cu th trng


3.4. (tip) Kho st, iu tra (lm survey): 4 cch tin hnh ch yu: - Phng vn trc tip - Phng vn qua in thoi - iu tra qua th tn - Kho st trn Internet
Nguyn Huyn Minh (FTU)

CHNG 3

4. Phn on th trng v xc nh th trng mc tiu


4.1. Phn on th trng - Khi nim: L vic phn chia ton b khu vc th trng thnh nhng nhm NTD c nhng c im ging nhau. PTT bin th trng tng th tr thnh nhng on (phn on, phn khc) th trng ring bit v ng nht.
Nguyn Huyn Minh (FTU)

CHNG 3

4. Phn on th trng v xc nh th trng mc tiu


4.1. Phn on th trng - Mc ch: Tip cn d dng v hiu qu hn i vi cc on th trng ng nht Nhn bit c cu NTD trn th trng La chn th trng mc tiu ph hp Tm ra nhng khe h ca th trng, tn dng c nhng li th cnh tranh
Nguyn Huyn Minh (FTU)

CHNG 3

4. Phn on th trng v xc nh th trng mc tiu


4.1. Phn on th trng - Cc tiu thc thng dng phn on i vi th trng tiu dng: Nhm yu t a l Nhm yu t tm l Nhm yu t hnh vi Nhm yu t nhn khu hc
Nguyn Huyn Minh (FTU)

CHNG 3

4. Phn on th trng v xc nh th trng mc tiu


4.1. Phn on th trng - Cc tiu thc thng dng phn on i vi th trng cng nghip: Ngnh kinh t Quy m doanh nghip Khi lng v tn sut t hng Hnh thc s hu v quy trnh mua sm my mc thit b
Nguyn Huyn Minh (FTU)

CHNG 3

4. Phn on th trng v xc nh th trng mc tiu


4.1. Phn on th trng - Yu cu i vi phn on th trng: Cc phn on phi ng nht, ring bit v xc nh c mt cch r rng Phn on phi mang tnh kh thi DN c th tip cn v t mc tiu ca mnh Thch hp vi vic s dng cc bin php Marketing ca DN
Nguyn Huyn Minh (FTU)

CHNG 3

4. Phn on th trng v xc nh th trng mc tiu 4. 2. Xc nh th trng mc tiu - Khi nim: L khu vc th trng m doanh nghip la chn cung ng cc sn phm nhm thc hin cc mc tiu kinh doanh ca mnh.
Nguyn Huyn Minh (FTU)

CHNG 3

4. Phn on th trng v xc nh th trng mc tiu


4. 2. Xc nh th trng mc tiu - Yu cu: L khu vc th trng c nhu cu m DN c kh nng p ng mt cch c hiu qu C tim nng v c trin vng pht trin DN c u th cnh tranh trn khu vc th trng
Nguyn Huyn Minh (FTU)

CHNG 3

4. Phn on th trng v xc nh th trng mc tiu


4. 2. Xc nh th trng mc tiu - Cn c xc nh: Quy m v tc tng trng ca th trng p lc cnh tranh thp Ro cn gia nhp v rt lui thp Li th cnh tranh, mc tiu v ngun lc ca doanh nghip
Nguyn Huyn Minh (FTU)

CHNG 3

4. Phn on th trng v xc nh th trng mc tiu


4. 2. Xc nh th trng mc tiu - 5 phng n la chn (1 hay nhiu on th trng, ti mi th trng cung ng 1 hay nhiu sn phm): Tp trung vo 1 PTT Chuyn mn ha c chn lc Chuyn mn ha theo th trng Chuyn mn ha theo sn phm Bao ph ton b th trng
Nguyn Huyn Minh (FTU)

CHNG 3

4. Phn on th trng v xc nh th trng mc tiu


4. 2. Xc nh th trng mc tiu - 3 chin lc Marketing: Chin lc khng phn bit: 1 chin lc chung p dng cho tt c cc phn on Chin lc phn bit: mi phn on s dng 1 chin lc ring Chin lc tp trung: ch tp trung 1 chin lc cho 1 phn on duy nht.
Nguyn Huyn Minh (FTU)

CHNG 4

K HOCH HA CHIN LC MARKETING QUC T


1. Khi qut chung 2. Trnh t k hoch ha 3. Ni dung chnh ca mt bn k hoch Marketing 4. Chin lc thm nhp th trng th gii
Nguyn Huyn Minh (FTU)

CHNG 4

1. Khi qut chung 1.1. Khi nim: - KHH Marketing l ton b hot ng xy dng v thc hin k hoch da trn s kt hp hi ha gia tnh hnh th trng v mi trng kinh doanh vi mc tiu, kh nng v ngun lc ca doanh nghip nhm t hiu qu kinh doanh cao nht.
Nguyn Huyn Minh (FTU)

CHNG 4

1. Khi qut chung 1.2. Tm quan trng: - Gip DN nhn bit nhanh chng v tn dng cc c hi kinh doanh, ch ng c phng n i ph vi nhng tc ng bt li t mi trng. - Nhn thc y v kp thi im mnh v im yu ca mnh.
Nguyn Huyn Minh (FTU)

CHNG 4

1. Khi qut chung 1.2. Tm quan trng: - Phn b c hiu qu cc ngun lc (sn xut, ti chnh, nhn lc) cho cc mc tiu v theo tin xc nh. - Phi hp hnh ng gia cc b phn chc nng trong doanh nghip mc tt nht.
Nguyn Huyn Minh (FTU)

CHNG 4

1. Khi qut chung 1.3. Phn loi: - K hoch ha di hn: t 5 nm tr ln (k hoch 5 nm, mc tiu n nm 20xx) - K hoch ha trung hn: t 1 n 4 nm (k hoch nm, ch tiu 2 nm) - K hoch ha ngn hn: di 1 nm (k hoch qu, thng)
Nguyn Huyn Minh (FTU)

CHNG 4

2. Trnh t k hoch ha (Quy trnh IPAC) 2.1. Thu thp thng tin (Information): - Xc nh nhu cu thng tin - Xy dng h thng thu thp v x l thng tin - D bo din bin ca mi trng kinh doanh - Lp bng tng hp nh gi cc yu t mi trng kinh doanh
Nguyn Huyn Minh (FTU)

CHNG 4

2. Trnh t k hoch ha (Quy trnh IPAC) 2.2. Lp k hoch (Planning): - Cn c vo vic nh gi v la chn trng im kinh doanh, hay n v kinh doanh chin lc (SBU Strategic Business Unit), tc l lnh vc, ngnh ngh hay sn phm m doanh nghip nn tp trung ngun lc u t, pht trin v khai thc.
Nguyn Huyn Minh (FTU)

CHNG 4

2. Trnh t k hoch ha (Quy trnh IPAC) 2.2. Lp k hoch (Planning): - S dng m hnh BCG (Ma trn tng trng-th phn), da vo 2 tiu ch: Tc tng trng ca th trng v Th phn tng i ca doanh nghip. - 4 trng thi khc nhau i vi mi SBU (GT tr.176) : du hi, ngi sao, b sa hay tin mt, ch ch.
Nguyn Huyn Minh (FTU)

CHNG 4

2. Trnh t k hoch ha (Quy trnh IPAC) 2.2. Lp k hoch (Planning): - DN cn c nh gi y v kp thi cn i li danh mc sn phm, lnh vc hay ngnh ngh kinh doanh ca mnh, trn c s cc mc tiu v c nhng nh hng u tin r rng. - Xy dng chng trnh hnh ng thng nht v k hoch thc hin chi tit, c th.
Nguyn Huyn Minh (FTU)

CHNG 4

2. Trnh t k hoch ha (Quy trnh IPAC) 2.3. T chc thc hin (Action): - Phn b cc ngun lc mt cch ti u theo khu vc th trng, cho tng thi k, i vi mi SBU. - Thc hin cc chnh sch (sn phm, gi, phn phi, xc tin) ra trong k hoch.
Nguyn Huyn Minh (FTU)

CHNG 4

2. Trnh t k hoch ha (Quy trnh IPAC) 2.3. T chc thc hin (Action): - To s phi hp ng b gia cc b phn trong DN, cng nh gia doanh nghip vi cc i tc ca mnh. - Duy tr lin tc h vic thu thp thng tin nm c mt cch h thng nhng phn hi cng cc thng tin mi nht t th trng.
Nguyn Huyn Minh (FTU)

CHNG 4

2. Trnh t k hoch ha (Quy trnh IPAC) 2.4. Kim tra v iu chnh (Control): - nh gi din bin trn th trng, i chiu kt qu t c vi mc tiu ra, t iu chnh li k hoch ban u cho ph hp vi kh nng v ngun lc thc t ca doanh nghip.
Nguyn Huyn Minh (FTU)

CHNG 4

2. Trnh t k hoch ha (Quy trnh IPAC) 2.4. Kim tra v iu chnh (Control): - Kt hp gia kim tra nh k v kim tra t xut ng ph linh hot, kp thi v tng kh nng thch nghi ca doanh nghip i vi mi trng kinh doanh ca mnh.
Nguyn Huyn Minh (FTU)

CHNG 4

3. Ni dung chnh ca mt k hoch Marketing Gm 8 phn c bn: Tm lc chung Tnh hnh hin ti (mi trng, th trng, cnh tranh, tnh hnh kinh doanh ca DN) Phn tch SWOT (im mnh, im yu, c may, him ha)
Nguyn Huyn Minh (FTU)

CHNG 4

3. Ni dung chnh ca mt k hoch Marketing Gm 8 phn c bn: Cc mc tiu ra (doanh s, th phn, li nhun) Chin lc Marketing (th trng mc tiu, nh v, cc chnh sch Marketing)
Nguyn Huyn Minh (FTU)

CHNG 4

3. Ni dung chnh ca mt k hoch Marketing Gm 8 phn c bn: Chng trnh hnh ng c th (t chc, phi hp hot ng, phn nh trch nhim, tin v thi hn) D ton li l Quy trnh, cch thc kim tra, nh gi v iu chnh
Nguyn Huyn Minh (FTU)

CHNG 4

4. Chin lc thm nhp th trng th gii c GT Marketing quc t, tr. 231 244. Xut khu (gin tip, trc tip) Cp php sn xut Lin doanh Nhng quyn thng mi Cc chin lc khc
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
Nguyn Huyn Minh (FTU)

- 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)? Theo AMA (2007)?
Nguyn Huyn Minh (FTU)

- 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;
Nguyn Huyn Minh (FTU)

- 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.
Nguyn Huyn Minh (FTU)

- 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.
Nguyn Huyn Minh (FTU)

- CHNG 5 -

1. Khi nim sn phm


1.3. Phn loi sn phm: - xem GT Marketing LT (tr. 78-82) - Hng tiu dng: thng xuyn/khng thng xuyn; lu bn/khng lu bn - Hng cng nghip: nguyn, nhin vt liu; linh kin, bn thnh phm; my mc thit b; my vn phng; vn phng phm, vt dng thng ngy.

Nguyn Huyn Minh (FTU)

- CHNG 5 -

1. Khi nim sn phm


1.4. Mt s lu v cc dch v: - tnh v hnh - tnh ng thi - tnh kh bin - khng th phn chia - khng th lu kho, d tr thm cc yu t P c th khc (c s vt cht, quy trnh nghip v, tc phong chuyn nghip, yu t con ngi)
Nguyn Huyn Minh (FTU)

- CHNG 5 -

1. Khi nim sn phm


1.5. nh v sn phm: - L vic xc nh v tr ca sn phm ca doanh nghip so vi sn phm cnh 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)
Nguyn Huyn Minh (FTU)

- CHNG 5 -

2. Vng i sn phm quc t


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 th trng cho n khi n c rt khi th 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)
Nguyn Huyn Minh (FTU)

- CHNG 5 -

2. Vng i sn phm quc t


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.
Nguyn Huyn Minh (FTU)

- CHNG 5 -

2. Vng i sn phm quc t


2.2. c im cc giai on (2): - 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.
Nguyn Huyn Minh (FTU)

CHNG 5

2. Vng i sn phm quc t


2.2. c im cc giai on (3): - 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.
Nguyn Huyn Minh (FTU)

CHNG 5

2. Vng i sn phm quc t


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).
Nguyn Huyn Minh (FTU)

CHNG 5

2. Vng i sn phm quc t


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.
Nguyn Huyn Minh (FTU)

CHNG 5

3. Cc quyt nh v pht trin sn phm


3.1. Ma trn Ansoff: - SPHH/TTHH: Cng c v m rng khai thc th trng hin ti. - SPHH/TT mi: Tm kim th trng mi cho sn phm hin ti. - SP mi/TTHH: Pht trin sn phm nhm p ng ton din nhu cu trn th trng hin ti. - SP mi/TT mi: a dng ha SP, m rng TT
Nguyn Huyn Minh (FTU)

CHNG 5

3. Cc quyt nh v pht trin sn phm


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

Nguyn Huyn Minh (FTU)

CHNG 5

3. Cc quyt nh v pht trin sn phm


3.3. Cc bc pht trin sn phm mi: - Hnh thnh tng - Tuyn chn tng - Lp lun chng kinh t k thut - Thit k v tuyn chn mu - Sn xut th - Bn th - Sn xut hng hot v thng mi ha
Nguyn Huyn Minh (FTU)

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.
Nguyn Huyn Minh (FTU)

CHNG 5

4. Bao b v nhn hiu sn phm


4.1. Bao b sn phm (2): - 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
Nguyn Huyn Minh (FTU)

CHNG 5

4. Bao b v nhn hiu sn phm


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
Nguyn Huyn Minh (FTU)

CHNG 6

CHIN LC GI QUC T
1. Cc mc tiu 2. Cc cn c nh gi 3. Cc bc quyt nh gi

Nguyn Huyn Minh (FTU)

CHNG 6

CHIN LC GI QUC T
Gio trnh Marketing l thuyt, tr. 100 122 Gio trnh Marketing quc t, tr. 328 - 376

1. 2. 3. 4. 5.

Khi nim v cc mc tiu Cc cn c xc nh gi QT Cc loi gi quc t Cc chin lc v gi QT Quy trnh xc nh gi QT


Nguyn Huyn Minh (FTU)

- CHNG 6 -

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.
Nguyn Huyn Minh (FTU)

- CHNG 6 -

1. Khi nim v cc mc tiu


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 .
Nguyn Huyn Minh (FTU)

- CHNG 6 -

1. Khi nim v cc mc tiu


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

Nguyn Huyn Minh (FTU)

- CHNG 6 -

1. Khi nim v cc mc tiu


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
Nguyn Huyn Minh (FTU)

- 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).
Nguyn Huyn Minh (FTU)

- 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.
Nguyn Huyn Minh (FTU)

- 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.
Nguyn Huyn Minh (FTU)

- 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
Nguyn Huyn Minh (FTU)

- 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: eD = (Q/Q0) / (P/P0)

Nguyn Huyn Minh (FTU)

- 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
Nguyn Huyn Minh (FTU)

- 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
Nguyn Huyn Minh (FTU)

- 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

Nguyn Huyn Minh (FTU)

- 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)
Nguyn Huyn Minh (FTU)

- 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 >>> Mt s loi gi in hnh khc

Nguyn Huyn Minh (FTU)

- 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)
Nguyn Huyn Minh (FTU)

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
Nguyn Huyn Minh (FTU)

CHNG 7

1. Khi qut chung 1.1. Khi nim: - Phn phi 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.
Nguyn Huyn Minh (FTU)

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.
Nguyn Huyn Minh (FTU)

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
Nguyn Huyn Minh (FTU)

CHNG 7

1. Khi qut chung

1.3. Yu cu (4R): - ng hng - ng a im - ng thi gian - ng chi ph (Chi ph ti thiu)


Nguyn Huyn Minh (FTU)

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: v khng gian, v thi gian, v thng tin&xc tin v v giao dch.
Nguyn Huyn Minh (FTU)

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.
Nguyn Huyn Minh (FTU)

CHNG 7

2. Phng thc v knh phn phi

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
Nguyn Huyn Minh (FTU)

CHNG 7

2. Phng thc v knh phn phi

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.
Nguyn Huyn Minh (FTU)

CHNG 7

2. Phng thc v knh phn phi

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.

Nguyn Huyn Minh (FTU)

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
Nguyn Huyn Minh (FTU)

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.
Nguyn Huyn Minh (FTU)

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: - 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.
Nguyn Huyn Minh (FTU)

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
Nguyn Huyn Minh (FTU)

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
Nguyn Huyn Minh (FTU)

CHNG 7

2. Phng thc v knh phn phi 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
Nguyn Huyn Minh (FTU)

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)

CHNG 7

3. Cc trung gian phn phi


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.
Nguyn Huyn Minh (FTU)

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. Cc trung gian phn phi


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
Nguyn Huyn Minh (FTU)

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.
Nguyn Huyn Minh (FTU)

CHNG 7

4. Cc chin lc phn phi

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.
Nguyn Huyn Minh (FTU)

CHNG 7

4. Cc chin lc phn phi 4.2. Cc chin lc in hnh: 4.2.1. Chin lc phn phi c quyn: - 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.
Nguyn Huyn Minh (FTU)

CHNG 7

4. Cc chin lc phn phi


4.2. Cc chin lc in hnh: 4.2.1. Chin lc phn phi c quyn: - 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. Cc chin lc phn phi 4.2. Cc chin lc in hnh: 4.2.2. Chin lc phn phi chn lc: - 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.
Nguyn Huyn Minh (FTU)

CHNG 7

4. Cc chin lc phn phi 4.2. Cc chin lc in hnh: 4.2.2. Chin lc phn phi chn lc: - 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).
Nguyn Huyn Minh (FTU)

CHNG 7

4. Cc chin lc phn phi

4.2. Cc chin lc in hnh: 4.2.3. Chin lc phn phi mnh: - 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

Nguyn Huyn Minh (FTU)

CHNG 8

1. Khi nim v cc mc tiu 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
Nguyn Huyn Minh (FTU)

CHNG 8

1. Khi nim v cc mc tiu


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
Nguyn Huyn Minh (FTU)

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
Nguyn Huyn Minh (FTU)

CHNG 8

2. Cc chin lc xc tin
2.2. Cc chin lc: 2.2.1. Chin lc ko: - 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
Nguyn Huyn Minh (FTU)

CHNG 8

2. Cc chin lc xc tin
2.2.2. Chin lc y: - 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
Nguyn Huyn Minh (FTU)

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)
Nguyn Huyn Minh (FTU)

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)
Nguyn Huyn Minh (FTU)

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).

Nguyn Huyn Minh (FTU)

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)
Nguyn Huyn Minh (FTU)

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)
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: 3.1.2. 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
Nguyn Huyn Minh (FTU)

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
Nguyn Huyn Minh (FTU)

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
Nguyn Huyn Minh (FTU)

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.
Nguyn Huyn Minh (FTU)

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 nghip. (Theo AMA) Nguyn Huyn Minh (FTU)

CHNG 8

3. Cc cng c XT&HTKD
3.2. Quan h cng chng: 3.2.2. i tng (cc nhm cng chng): - Chnh quyn - Gii truyn thng, d lun x hi - Khch hng, - Cc nh u t, i tc - i ng cn b, nhn vin
Nguyn Huyn Minh (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 hiu/doanh nghip khi c vn pht sinh
Nguyn Huyn Minh (FTU)

CHNG 8

3. Cc cng c XT&HTKD
3.2. Quan h cng chng:

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
Nguyn Huyn Minh (FTU)

CHNG 8

3. Cc cng c XT&HTKD
3.2. Quan h cng chng:

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
Nguyn Huyn Minh (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)
Nguyn Huyn Minh (FTU)

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
Nguyn Huyn Minh (FTU)

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
Nguyn Huyn Minh (FTU)

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
Nguyn Huyn Minh (FTU)

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.

Nguyn Huyn Minh (FTU)

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.
Nguyn Huyn Minh (FTU)

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.
Nguyn Huyn Minh (FTU)

You might also like