Chapter 1 Khai Quat Chung

THNG TIN GI NG VIN
Ph m Vn Chi n
Gi ng vin Marketing Qu c t Khoa Kinh t & Kinh doanh qu c t Hand phone: 0945 6666 75 Email: chienpv@ftu.edu.vn
Bi gi ng
Marketing cn b n
Basic Marketing
Marketing
Pham Van Chien, 2011
Ti li u tham kh o
Gio trnh
1. TR NG HNT, [2000], Gio trnh marketing l thuy t, NXB Gio d c
Phng php nh gia k t qu h c t p
i m thi cu i k: 60% Teamwork: 40%
Ti li u tham kh o
2. PHILIP KOTLER, [2007], Marketing cn b n, NXB Lao ng - x h i
Ti li u tham kh o thm
3. TR NG HNT, [2008], Gio trnh marketing qu c t , NXB L-XH
Marketing
Marketing
N i dung mn h c
Chng 1: Khi qut chung v marketing cn b n Chng 2: Mi tr ng marketing Chng 3: Nghin c u th tr ng Chng 4: Chnh sch s n ph m Chng 5: Chnh sch gi Chng 6: Chnh sch phn ph i Chng 7: Chnh sch xc ti n va h tr kinh doanh Chng 8: K ho ch ha marketing
Chng 1: Khi qut chung v marketing cn b n
Khi ni m marketing
Qu trnh pht tri n c a marketing
M c tiu va ch c nng c a marketing
Marketing
Marketing
Yu c u chu n b
M c tiu Chng 1
1 c Gio trnh MKT l thuy t (Trang 5 37)
Chu n b cu h i th o lu n Chng 1
N m v ng khi ni m marketing, cc khi ni m lin quan, vai tr, m c tiu v qu trnh pht tri n c a marketing. Ti p c n cc thnh ph n c b n c a ho t ng marketing
Marketing
Marketing
I- Khi ni m marketing
1 nh ngha marketing
1.
nh ngha marketing
nh ngha 1
(Hi p h i marketing M AMA, 1960)
B n ch t c a marketing
Marketing l ho t ng c a doanh nghi p nh m h ng cc lu ng hng ha t ng i s n xu t n ng i tiu dng.
Cc khi ni m c b n trong marketing
Gi i h n: Trong tiu thu s n ph m.
Marketing
Marketing
1.
nh ngha marketing
1.
nh ngha marketing
nh ngha 2
nh ngha 2
Marketing l qu trnh ln k ho ch, tri n khai vi c th c hi n k ho ch, xc nh s n ph m, gi c , y m tr , truy n b t ng, phn ph i hng ha, cung c p d ch v h ng t i trao i nh m th a mn m c tiu c a cc c nhn v cc t ch c.
Marketing l qu trnh ln k ho ch, tri n khai vi c th c hi n k ho ch, xc nh s n ph m, gi c , y m tr , truy n b t ng, phn ph i hng ha, cung c p d ch v h ng t i trao i nh m th a mn m c tiu c a cc c nhn v cc t ch c.
Marketing
Khi ni m s n ph m c m r ng Hng ha, D ch v , t ng Bao trm ton b ho t ng - Xc nh s n ph m - Xc nh gi - Phn ph i - Xc ti n
Marketing
1.
nh ngha marketing
1.
nh ngha marketing
nh ngha 3
(Gio s M Philip Kotler)
nh ngha 3
(Gio s M Philip Kotler)
Marketing
m t
d ng ho t ng c a con ng i nh m th a mn nh ng nhu c u v mong mu n thng qua trao i.

Marketing Pham Van Chien, 2011
Marketing l m t d ng ho t ng c a con ng i nh m th a mn nh ng nhu c u v mong mu n thng qua trao i.
Khng gi i h n lnh v c p d ng Kinh doanh, Chnh tr , Qu c phng, Gio d c... Nh n m nh vi c nghin c u nhu c u c a con ng i tr c khi s n xu t (Quan i m marketing hi n i)
Marketing
1.
nh ngha marketing
Tm l i, marketing l t ng th cc ho t ng c a doanh nghi p h ng t i th a mn, g i m nh ng nhu c u c a ng i tiu dng trn th tr ng t c cc m c tiu kinh doanh c a mnh.
Marketing
Marketing
2. B n ch t c a marketing
L qu trnh c i m b t u nhng khng c i m k t thc.
M hnh IPAC
2. B n ch t c a marketing
Marketing b t u b ng vi c nghin c u th tr ng, pht hi n nhu c u v cung c p hng ha th a mn nh ng nhu c u Marketing gip doanh nghi p theo u i l i nhu n t i u ch khng ph i l i nhu n t i a. L i nhu n t i u: L m c l i nhu n cao nh t t c trong khi v n tha mn cc m c tiu kinh doanh khc. L s tc ng tng h nh t. gi a hai m t c a m t qu trnh th ng
Information
Control
Marketing
Planning
- Th a mn nhu c u hi n t i.
A
Marketing
Action
Pham Van Chien, 2011 Marketing
- G i m nhu c u ti m nng
3. Cc khi ni m c b n trong marketing

Giao d ch Nhu c u
3.1 Nhu c u (Needs)

Nhu c u l gi? Theo Philip Kotler:
Trao i
Th tr ng
c mu n
Nhu c u l c m gic thi u h t m t ci g o m con ng i c m nh n c. Nhu c u l kho n m b t, vi c nghin c u nhu c u cng kha kho khn.
S n ph m
Marketing
L ng c u
Marketing
3.1 Nhu c u (Needs)

Phn lo i nhu c u Nhu c u
3.1 Nhu c u (Needs)

M hnh thp nhu c u c a Maslow
T kh ng nh c tn tr ng Tnh c m xa h i
5 4 3 2 1
Nhu c u hi n t i
L nhu c u thi t y u a va ang c p ng trong hi n t i
Nhu c u ti m tng
a xu t hi n Xu t hi n r i nhng do nhi u nguyn nhn m cha c p ng Cha xu t hi n B n thn ng i tiu dng cng cha bi t n
An ton Tm sinh ly
Marketing
Marketing
3.1 Nhu c u (Needs)

K t lu n: H c thuy t nhu c u c a Maslow
Nhu c u c a con ng i pht tri n t th p n cao, t n gi n n ph c t p. Khi cc nhu c u c b n c th a mn, thi m i n y sinh cc nhu c u c p b c cao hn. S phn nh nhu c u vo cc c p b c cn ty thu c vo b i c nh xa h i. M c th a mn nhu c u c a m i ng i l khc nhau.
Marketing Pham Van Chien, 2011 Marketing Pham Van Chien, 2011
3.2 c mu n (Wants)
c mu n l gi? Theo Philip Kotler: c mu n l m t nhu c u c d ng c thu,
tng ng v i trnh vn ha va nhn cch c a c th .
3.2 c mu n (Wants)
Nhu c u a d ng d ng hn. c mu n cng a
Cc y u t nh h ng n c mu n:
- Vn ha - C tnh c a ng i tiu dng - Trnh c a ng i tiu dng - Thi quen tiu dng
Khi con ng i g n nhu c u v i m t s n ph m c th ,khi o ng i ta c c mu n

3.3 L ng c u (Demands)
L ng c u l gi? L ng c u l c mu n b gi i h n b i kha nng thanh ton. R t hay nh m l n: NHU C U L NG C U - L ng c u l k/n kinh t , l ng ha c - Nhu c u l k/n tm sinh ly
3. Cc khi ni m c b n
Nhu c u L ng c u
c mu n
Marketing
Marketing
3.4 S n ph m (Products)
S n ph m l gi? S n ph m l t t c nh ng g c th th a mn c nhu c u c a ng i tiu dng. Khng ch gi i h n trong v t th v t ch t - S n ph m h u hnh - S n ph m v hnh
3.4 S n ph m (Products)
Cc m c th a mn nhu c u c a s n ph m
Nhu c u
Nhu c u S n ph m S n ph m Nhu c u
S n ph m
Khng th a mn
Marketing Pham Van Chien, 2011 Marketing
Th a mn m t ph n
Th a mn hon ton
3.5 Trao i (Exchange)

Khi ni m
Trao i l hnh vi nh n c m t ci g o va cung c p m t v t g o thay th .
1
T b o m
2
n xin
3
Chi m o t
4
Trao i
Trao i l c s t n t i c a marketing Marketing ch t n t i khi m con ng i quy t nh p ng nhu c u c a mnh thng qua trao i.

i u ki n trao i
1. t nh t ph i c hai bn. 2. M i bn ph i c m t th g o c gia tr i v i bn kia. 3. M i bn ph i c kha nng th c hi n vi c lu thng va cung c p hng ha c a mnh. 4. M i bn ph i hon ton c t do trong vi c ch p nh n hay kh c t l i ngh c a bn kia. 5. M i bn ph i tin t ng vo tnh h p ly hay h p mu n trong vi c quan h v i pha bn kia.
3.6 Giao d ch (Transaction)

Khi ni m
Giao d ch l m t cu c trao i nh ng v t c gia tr gi a hai bn.
Giao d ch l n v o l ng c b n c a trao i.
3.6 Giao d ch (Transaction)

i u ki n c giao d ch
1. t nh t ph i c hai v t c gia tr . 2. Nh ng i u ki n giao d ch a c th a thu n. 3. Th i gian giao d ch a c n nh. 4. a i m th c hi n giao d ch a c th a thu n.
3.7 Th tr ng (Market)
Khi ni m
Thi tr ng l ni c nh ng nhu c u c n c p ng.
Th tr ng khng nh t thi t ph i l m t a i m c th .
Marketing
Marketing
II- Qu trnh pht tri n c a marketing

1 T hi n t ng n khoa h c
Marketing truy n th ng v marketing hi n i
Cc quan i m kinh doanh trong marketing
4
Tri t l marketing
1. T hi n t ng n khoa h c
2. Marketing truy n th ng va marketing hi n i
Xt v n i dung thu t ng marketing:

1970 1905 1928
Pht tri n sang cc n c XHCN
Truy n th ng: C tnh ch t ch c nng tiu thu. Hi n i: Mang tnh ch t tri t l kinh doanh.
Mn marketing l n u tin c a vo gi ng d y trn th gi i (Harvard University)
1908
Hi p h i marketing v qu ng co c thnh l p t i M , i tn thnh AMA 1973
T ch c marketing thng m i u tin c thnh l p M

Marketing truy n th ng
u Th ky 20 Cu i nh ng nm 1950
Marketing hi n i
u nh ng nm 1960
M c tiu: Tiu thu b t k lo i s n ph m no m doanh nghi p c kh nng s n xu t. Khi th tr ng bo ha: Khng cn ph h p M t cn i cung c u Kh ng ho ng th a
Marketing hi n i l t t c cc ho t ng c a cng ty, cc ho t ng ny ph i d a trn c s hi u bi t v s c u c a ng i tiu dng, v s thay i c a n trong tng lai g n v xa. M c tiu: Pht hi n ra nh ng nhu c u cha c p ng v nh h ng s n xu t vo vi c p ng nh ng nhu c u .
1929-1933, 1937-1938, 1953-1954, 1957-1958

3. Cc quan i m kinh doanh trong marketing

Quan i m hon thi n s n xu t
Nh v y, thay v tm m t (1) tiu thu m t (2), by gi c n ph i t o ra m t (3) cho m t (4) a c nghin c u tr c. o chnh l qu trnh pht tri n t marketing truy n th ng n marketing hi n i.
S n xu t nhi u hn S n xu t t t hn S n xu t theo nhu c u thi tr ng
Quan i m hon thi n s n ph m
Quan i m bn hng Quan i m marketing Quan i m Marketing mang tnh o c xa h i
Marketing
Marketing
3.1 Quan i m hon thi n s n xu t

Quan i m
NG I TIU DNG
Quan i m hon thi n s n xu t kh ng nh r ng ng i tiu dng s c thi n c m v i nh ng s n ph m c bn r ng ri va gia c ph i chng, v th m nh ng ng i lnh o doanh nghi p ph i t p trung n l c vo hon thi n s n xu t va nng cao hi u qu c a h th ng phn ph i.
By bn r ng ri
S N PH M
Gia c ph i chng
Nng cao hi u qu phn ph i
Hon thi n s n xu t
DOANH NGHI P
Marketing
Marketing

K t qu c a quan i m hon thi n s n xu t Tnh hu ng 1: C U > CUNG
3.2 Quan i m hon thi n s n ph m

Quan i m Quan i m hon thi n s n ph m kh ng nh r ng ng i tiu dng s a thch nh ng hng ha c ch t l ng cao nh t, c tnh nng s d ng t t nh t, v v y doanh nghi p ph i t p trung vo vi c th ng xuyn hon thi n s n ph m.
DN s c g ng s n xu t cng nhi u cng t t. Tnh hu ng 2: C U < CUNG
DN tm cch gi m gi thnh: Tng NS, Gi m chi ph
Marketing
Marketing

K t qu c a quan i m hon thi n s n ph m
NG I TIU DNG
t tnh n ki n khch hng khi thi t k s n ph m.

Ch t l ng cao nh t S N PH M Hon thi n s n ph m Tnh nng t t nh t
Khng nghin c u s n ph m c a i th c nh tranh. S n ph m cha thuy t ph c c ng i tiu dng
DOANH NGHI P
Marketing
Marketing

General Motors Hng xe hng u th gi i su t 78 nm li n

T i sao m t s n ph m c ch t l ng t t v n cha thuy t ph c c ng i tiu dng???
1990: Khai sinh Saturn
1998: H ng t i dng xe h ng sang
Tiu thu v qu ng co B n thn s n ph m
2007: Saturn Aura
Saturn Aura
3.3 Quan i m bn hng

Quan i m Quan i m bn hng (quan i m tng c ng n l c thng m i) kh ng nh r ng ng i tiu dng s khng mua nhi u hng ha c a doanh nghi p n u nh doanh nghi p khng c nh ng n l c ng k trong cc lnh v c tiu thu va khuy n mi.
3.3 Quan i m bn hng

K t qu c a quan i m bn hng
Mang n nh ng thnh cng ng k cho DN Sai l m khi ng nh t marketing v i bn hng v qu ng co. Tiu thu ch l ph n n i c a ni bng marketing
Marketing
Marketing
Marketing
3.3 Quan i m bn hng
3.3 Quan i m bn hng
3/2006: Ra i M c ch c a marketing khng nh t thi t l y m nh tiu thu. M c ch c a n l nh n bi t v hi u khch hng k n m c s n ph m lm ra s p ng V n u t: 1000 t VND ng th hi u c a khch hng v t n c tiu thu. (Peter Drucker) Cu i 2007: ng c a
9/2006: Hn 100 CH
3.4 Quan i m marketing

T i sao m t s n ph m c ch t l ng t t v n cha thuy t ph c c ng i tiu dng??? Quan i m Quan i m marketing kh ng nh i u ki n ban u t c nh ng m c tiu c a doanh nghi p l xc nh c nhu c u va mong mu n c a cc thi tr ng m c tiu, p ng cc mong mu n y b ng nh ng phng th c c hi u qu m nh m hn so v i i thu c nh tranh
Tiu thu v qu ng co
B n thn s n ph m
Marketing
Marketing

Phn bi t Quan i m bn hng - Quan i m marketing

ii t ng quan t ng quan tm chu y u tm chu y u Cc phng ti n Cc phng ti n t t ii m c tiu t t m c tiu M c tiu cu ii cng M c tiu cu cng
Quan i m bn hng: T p trung vo nhu c u ng i bn

Hng ha N l c thng m i va cc PP kch thch Thu l i nhu n nh tng KL hng bn ra
Quan i m bn hng bn hng Quan i m marketing: T p trung vo nhu c u ng i mua

Nhu c u c a khch hng m c tiu Nh ng n l c t ng h p c a marketing Thu l i nhu n nh m b o nhu c u NTD
Quan i m marketing
10
3.5 Quan i m marketing mang tnh o c - xa h i
Quan i m Quan i m marketing mang tnh o c - xa h i kh ng nh r ng nhi m v c a doanh nghi p l xc nh nhu c u, mong mu n va l i ch c a cc th tr ng m c tiu va th a mn chng b ng nh ng phng th c c hi u qu hn (so v i i thu c nh tranh) ng th i gi nguyn hay c ng c m c sung tc cho ng i tiu dng va cho ton xa h i.
Marketing
8h sng ngy 11/7/2008
Marketing
3.5 Quan i m marketing mang tnh o c - xa h i

Xa h i (M c sung tc c a m i ng i)
4. Tri t ly marketing
Bi ton chia ph n chi c bnh!
Tng tc nh n th c
Ngy nay
S c p Cty E
Cty A
Cty B Cty C
Tr c 1970 Tr c th chi n II Ng i tiu dng (Th a mn mong mu n)

Marketing
Cng ty D
S c p
Doanh nghi p (L i nhu n)

Pham Van Chien, 2011 Marketing Pham Van Chien, 2011
4. Tri t ly marketing
Cc doanh nghi p s lun ph i thch ng v i m t th gi i lun thay i. Do v y c n ph i c s c sng t o, s m m d o, linh ho t va nng ng nh m p ng t t nh ng nhu c u lun thay i c a khch hng. Bi t l ng nghe khch hng, hi u h , hi u nhu c u c a h v sau l cung ng nh ng s n ph m ph h p v i mong mu n c a h .
III- M c tiu va ch c nng c a marketing

1 M c tiu c a marketing
Ch c nng c a marketing
Cc thnh ph n c b n trong marketing
4
Marketing
C c u t ch c b ph n marketing
Marketing
11
1. M c tiu c a marketing
L i nhu n
L i th L i nhu n
c nh tranh
L th c o hi u qu kinh doanh c a doanh nghi p. T o ra l i nhu n b ng cch m b o th a mn nhu c u c a ng i tiu dng. L i th c nh tranh c t o ra trn c s bi t mnh, bi t ng i, bi t
M c tiu
An ton trong kinh doanh
pht huy i m m nh c a mnh.
Marketing
Marketing
An ton trong kinh doanh Marketing gip doanh nghi p phn tch v phn on nh ng bi n i trn thi tr ng N m b t c h i, h n ch r i ro. An ton nh vo vi c phn chia r i ro b ng cch a d ng ha.
a d ng ha th tr ng a d ng ha s n ph m.
2. Ch c nng c a marketing
Nghin c u t ng h p v th tr ng
Ho ch nh chi n l c kinh doanh
T ch c th c hi n chi n l c
Ki m tra, nh gi, hi u ch nh
3. Cc thnh ph n c b n trong marketing

Cc thnh ph n c b n c a marketing

Cc thnh ph n c b n c a marketing
L t p h p s n ph m m cng ty cung ng cho th tr ng m c tiu
S n ph m
Product
Product
L t ng s ti n m ng i tiu dng ph i chi tra c c s n ph m Price
Xc ti n
Promotion
Gi c
Price
Promotion Place
L m i ho t ng s n ph m d n tay khch hng m c tiu
dng
Phn ph i
Place
L m i ho t truy n ba nh s n ph m va m c tiu mua
Pham Van Chien, 2011 Marketing
ng c a cng ty nh m ng thng tin v u i m thuy t ph c khch hng s n ph m o

Marketing
12

7P trong marketing d ch v

Marketing h n h p (Marketing mix)
Product Promotion Place People Process Physical Evidence Price
Marketing h n h p l s k t h p c
th
cc
thnh ph n c b n c a marketing nh m t c nh ng m c tiu a t ra va p i h i c a th tr ng m c tiu. ng c
Marketing
Marketing
3. Cc thnh ph n c b n trong marketing Marketing Mix
Product
Product variety Quality Design Features Brand name Packaging Sizes Services Warranties
Place Target market

Channels Coverage Assortments Locations Transport
Price
List price Discounts Allowances Payment period Credit terms
Promotion
Sales promotion Advertising Public relations ...
Marketing
Marketing
4. C c u t ch c b ph n marketing
Qu trnh pht tri n quan i m v vai tro c a marketing trong cng ty
M i m t cng ty v i nh ng c i m v tr ng va chi n l c kinh doanh ring s ch c b ph n marketing ring. s n ph m, th c cch th c t
C 5 m hnh sau th ng c s d ng:

Marketing S n xu t Ti chnh Nhn s
M hnh t ch c theo ch c nng M hnh t ch c theo a l

Khch hng
M hnh t ch c theo s n ph m ho c nhn hi u M hnh t ch c theo th tr ng M hnh t ch c theo d ng ma tr n
13
M hnh t ch c theo ch c nng
TR NG PHNG MARKETING
M hnh t ch c theo a ly
TR NG PHNG
MARKETING
B ph n Qu n tr marketing
B ph n Qu ng co v khuy n mi
B ph n Tiu thu
B ph n Ng / c u marketing
B ph n Pht tri n SP m i
B ph n Qu ng co khuy n mi
B ph n Tiu thu ton qu c
B ph n Nghin c u marketing
- u i m: - Nh c i m:
D qu n l, d phn cng, ki m tra. Km hi u qu khi s n ph m v thi tr ng gia tng
Khu v c A
Khu v c B
Khu v c C
M hnh ny p d ng cho cc cng ty tiu thu s n ph m trn ph m vi r ng

M hnh t ch c theo s n ph m ho c nhn hi u
TR NG PHNG MARKETING
M hnh t ch c theo th tr ng
TR NG PHNG
MARKETING
B ph n Qu n tr s n ph m
B ph n Qu n tr Thi tr ng
S n ph m A
S n ph m B
S n ph m C
Thi tr ng tiu dng
Thi tr ng cc t ch c
Thi tr ng th gi i
M hnh ny thch h p cho cc doanh nghi p c c c u s n ph m r ng, cc s n ph m c nhi u khc bi t.

M hnh ny thch h p v i cc doanh nghi p cung c p s n ph m cho nhi u lo i thi tr ng khc nhau.
M hnh t ch c theo ma tr n
TR NG PHNG MARKETING B ph n Qu n tr thi tr ng B ph n Qu ng co khuy n mi B ph n Qu n tr S n ph m B ph n Nghin c u marketing B ph n Pht tri n s n ph m m i
S n ph m A
S n ph m B
S n ph m C
p d ng cho DN
Thi tr ng X
- Quy m l n - Cung c p nhi u lo i s n ph m cho nhi u lo i thi tr ng khc nhau

Foreign Trade University, 2011.
Thi tr ng Y
Thi tr ng Z
14

Chapter 1 Khai Quat Chung

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Chapter 1 Khai Quat Chung

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THNG TIN GI NG VIN

Pham Van Chien, 2011

Phng php nh gia k t qu h c t p

i m thi cu i k: 60% Teamwork: 40%

Pham Van Chien, 2011

Pham Van Chien, 2011

Chng 1: Khi qut chung v marketing cn b n

Qu trnh pht tri n c a marketing

M c tiu va ch c nng c a marketing

Pham Van Chien, 2011

Pham Van Chien, 2011

Pham Van Chien, 2011

Pham Van Chien, 2011

Marketing l ho t ng c a doanh nghi p nh m h ng cc lu ng hng ha t ng i s n xu t n ng i tiu dng.

Cc khi ni m c b n trong marketing

Gi i h n: Trong tiu thu s n ph m.

Pham Van Chien, 2011

Pham Van Chien, 2011

Khi ni m s n ph m c m r ng Hng ha, D ch v , t ng Bao trm ton b ho t ng - Xc nh s n ph m - Xc nh gi - Phn ph i - Xc ti n

Pham Van Chien, 2011

Pham Van Chien, 2011

d ng ho t ng c a con ng i nh m th a mn nh ng nhu c u v mong mu n thng qua trao i.

Marketing l m t d ng ho t ng c a con ng i nh m th a mn nh ng nhu c u v mong mu n thng qua trao i.

Pham Van Chien, 2011

Pham Van Chien, 2011

Pham Van Chien, 2011

3. Cc khi ni m c b n trong marketing

3.1 Nhu c u (Needs)

Pham Van Chien, 2011

3.1 Nhu c u (Needs)

3.1 Nhu c u (Needs)

Pham Van Chien, 2011

3.1 Nhu c u (Needs)

Khi con ng i g n nhu c u v i m t s n ph m c th ,khi o ng i ta c c mu n

Pham Van Chien, 2011

Pham Van Chien, 2011

3.5 Trao i (Exchange)

3.5 Trao i (Exchange)

3.5 Trao i (Exchange)

3.6 Giao d ch (Transaction)

Pham Van Chien, 2011

3.6 Giao d ch (Transaction)

Pham Van Chien, 2011

Pham Van Chien, 2011

II- Qu trnh pht tri n c a marketing

Marketing truy n th ng v marketing hi n i

Cc quan i m kinh doanh trong marketing

Pham Van Chien, 2011

2. Marketing truy n th ng va marketing hi n i

Xt v n i dung thu t ng marketing:

Mn marketing l n u tin c a vo gi ng d y trn th gi i (Harvard University)

Hi p h i marketing v qu ng co c thnh l p t i M , i tn thnh AMA 1973

T ch c marketing thng m i u tin c thnh l p M

2. Marketing truy n th ng va marketing hi n i

2. Marketing truy n th ng va marketing hi n i

1929-1933, 1937-1938, 1953-1954, 1957-1958

Pham Van Chien, 2011

2. Marketing truy n th ng va marketing hi n i

3. Cc quan i m kinh doanh trong marketing

Quan i m hon thi n s n ph m

Quan i m bn hng Quan i m marketing Quan i m Marketing mang tnh o c xa h i

Pham Van Chien, 2011

Pham Van Chien, 2011

3.1 Quan i m hon thi n s n xu t