PHN TCH MI TRNG MARKETING

1. 2.

Cc lc lng ch yu ca mi trng v m. Cc yu t ca mi trng vi m ca doanh nghip

Tm tt Mi trng marketing l mt tp hp nhng lc lng khng khng ch c m cc cng ty phi ch n khi xy dng cc h thng marketing - mix ca mnh. Mi trng marketing c hiu nh sau: Mi trng marketing ca cng ty l tp hp nhng ch th tch cc v nhng lc lng hot ng bn ngoi cng ty v c nh hng n kh nng ch o b phn marketing, thit lp v duy tr mi quan h hp tc tt p vi cc khch hng mc tiu. Do tnh cht lun bin ng, khng ch v hon ton bt nh, mi trng marketing ng chm su sc n i sng cng ty. Nhng bin i din ra trong mi trng ny khng th gi l chm v c th d on trc c. N c th gy ra nhng iu bt ng ln v nhng hu qu nng n. V th cng ty cn phi ch theo di tt c nhng din bin ca mi trng bng cch s dng vo mc ch ny vic nghin cu marketing v nhng kh nng thu thp thng tin marketing thng ngy bn ngoi cng ty hin c. Mi trng marketing gm c mi trng v m v mi trng vi m. Mi trng vi m l nhng lc lng c quan h trc tip vi bn thn cng ty v nhng kh nng phc v khch hng ca n, tc l nhng ngi cung ng, nhng ngi mi gii marketing, cc khch hng, cc i th cnh tranh v cng chng trc tip. Mi trng v m l nhng lc lng trn bnh din x hi rng ln hn, c nh hng n mi trng vi m, nh cc yu t nhn khu, kinh t, t nhin, k thut, chnh tr v vn ha. Trc tin ta hy ni v mi trng v m ca cng ty ri sau s xem xt mi trng vi m. 1. Cc lc lng ch yu ca mi trng v m. Cc cng ty , nhng ngi cung ng, nhng ngi trung gian Marketing, khch hng, cc i th cnh tranh v cng chng u hot ng trong mt mi trng v

m rng ln ca cc lc lng v xu hng to ra nhng c hi ng thi cng lm ny sinh nhng mi e da. Nhng lc lng ny l nhng lc lng "khng th khng ch c" m cng ty phi theo di v i ph. Trong s nhng lc lng x hi mi c phong tro xanh, phong tro ph n, quyn ng tnh luyn i, v...v. Trong s cc lc lng kinh t c tc ng ngy cng tng ca s cnh tranh ton cu. Cc cng ty v ngi tiu dng ngy cng phi chu nhiu tc ng ca nhng lc lng ton cu. Trong bc tranh ton cu ang bin i nhanh chng cng ty phi theo di su lc lng ch yu, c th l cc lc lng nhn khu, kinh t, t nhin, cng ngh, chnh tr v vn ha. Mi trng nhn khu Lc lng u tin ca mi trng cn theo di l dn s, bi v con ngi to nn th trng. Nhng ngi lm Marketing quan tm su sc n quy m v t l tng dn s cc thnh ph, khu vc v quc gia khc nhau, s phn b tui tc v c cu dn tc, trnh hc vn, mu hnh h gia nh, cng nh cc c im v phong tro ca khu vc. Chng ta s nghin cu nhng c im v xu hng ch yu v nhn khu v minh ha nhng hm ca chng i vi vic lp k hoch Marketing. S bng n dn s trn ton th gii S bng n dn s th gii l mt mi lo ch yu ca cc chnh ph v cc t chc khc nhau trn khp th gii. C s ca mi quan tm ny gm hai yu t. Th nht l cc ngun ti nguyn ca tri t c hn, khng th m bo cuc sng cho mt s lng ngi ng nh vy, c bit l vi mc sng m mi ngi khao kht mun c. Nguyn nhn th hai gy ra mi lo ngi l mc tng dn s t cao nht nhng nc v cng ng t c kh nng m bo cuc sng nht. Nhng khu vc km pht trin trn th gii hin chim 76% dn s th gii v ang tng ln vi tc 2% mi nm, trong khi dn s nhng khu vc pht trin hn ca th gii ch tng 0,6% mi nm. C cu tui ca dn s quyt nh cc nhu cu Dn s c th chia thnh su nhm tui: Cha n tui i hc, tui i hc, thiu nin, thanh nin tui t 25 n 40, trung nin tui t 40 n 65 v cao nin tui t 65 tr ln. i vi nhng ngi lm Marketing, l nhng du hiu cho bit nhng loi sn phm v dch v no s c nhu cu ln trong vi nm ti. V d,

nhm ngi cao nin tng s dn n ch tng nhu cu ca nhng cng ng cn gip trong cuc sng, v nhng mt hng nh sut nh, trang thit b y t. Nhng ca hng cung cp thc phm cho nhng ngi cao nin s cn chiu sng mnh hn, cc bng yt th phi in ch to hn, v phng ngh ngi an ton. Nhng ngi lm Marketing ngy cng hay c gng phn nh cc nhm tui hn na i vi cc th trng mc tiu. Nhng nhm mang k hiu vit tt nh sau: + Hc sinh c thu nhp v sc mua + B gi, tr s sinh + Thu nhp gp i, khng c con + Hai ngi kim tin v c con + Nhng ngi cao nin sung tc Mi nhm c mt s nhu cu sn phm v dch v nht nh, nhng s thch v phng tin truyn thng v hnh thc bn l, s gip cc ngi lm Marketing xc nh chi tit hn nhng hng ha tng ra th trng ca mnh. Dn tc Cc nc c c cu dn tc v chng tc rt khc nhau. Nht l mt thi cc, v mi ngi u l ngi Nht, cn Hoa K th nm thi cc kia, v dn chng c ngun gc t hu nh tt c cc nc. u tin Hoa K c gi l ni hn c, th nhng ngy cng thy r nhng du hiu cho thy rng s khng c ni hn c. By gi ngi ta li gi Hoa K l mt x hi "h ln" vi cc nhm sc tc vn duy tr nhng im khc bit ca dn tc, quan h hng xm lng ging v cc nn vn ha. Dn s Hoa K (nm 1990 l 249 triu) gm 80% l da trng, 12% da en v 3% l dn Chu . Mi nhm dn c c nhng mong mun nht nh v nhng thi quen mua sm nht nh. Cc nhm trnh hc vn Trong bt k x hi no dn c cng c phn thnh nm nhm trnh hc vn: M ch, hc d dang trung hc, tt nghip trung hc, tt nghip i hc v tt nghip nghip v chuyn mn. Nht 99% dn c bit ch, trong khi Hoa K 10%

- 15% dn c c th khng bit g v nghip v chuyn mn. Mt khc, Hoa K li l nc c t l phn trm cng dn tt nghip i hc cao nht, khong 20%. Cc kiu h gia nh Mi ngi u ngh, mt h gia nh truyn thng gm chng, v v con ci (i khi c ng b). Ngy nay Hoa K h gia nh truyn thng khng cn l kiu h gia nh ph bin na. H gia nh ngy nay gm ngi c thn sng mt mnh, nhng ngi ln tui cng gii hay khc gii sng chung vi nhau, nhng gia nh ch c b hoc m, nhng cp v chng khng c con, v nhng t m trng tri. Mi nhm c nhng nhu cu v thi quen mua sm ring. V d, nhm c thn, ly thn, ga ba, ly d cn nhng cn h nh hn, nhng thit b khng t tin v nh hn, g v trang tr ni tht khng t tin v thc phm ng gi nh hn. Nhng ngi lm Marketing phi ch nghin cu ngy cng nhiu hn nhng nhu cu c bit ca nhng h gia nh khng theo truyn thng ny, v s h gia nh kiu ny ang tng nhanh hn s h gia nh truyn thng. Dch chuyn t th trng i chng sang cc vi th trng Tc ng ca tt c nhng thay i ny dn n vic chia nh th trng i chng thnh rt nhiu nhng vi th trng khc nhau v la tui, gii tnh v dn tc, trnh hc vn, a l, li sng, v...v. mi nhm c nhng s thch r rt v nhng c im tiu dng ring v c tip cn thng qua nhng knh thng tin v phn phi ngy cng c mc tiu r rt hn. Cc cng ty t b dn phng thc "n xi" nhm vo ngi tiu dng "trung bnh" gi nh v ngy cng chuyn sang thit k nhng sn phm v chng trnh Marketing ca mnh cho nhng vi th trng nht nh. Mi trng kinh t Th trng cn c sc mua v cng chng. Sc mua hin c trong mt nn kinh t ph thuc vo thu nhp hin c, gi c, lng tin tit kim, n nn v kh nng c th vay tin. Nhng ngi lm Marketing phi theo di cht ch nhng xu hng ch yu trong thu nhp v cc kiu chi tiu ca ngi tiu dng. Phn phi thu nhp Cc nc rt khc nhau v mc v cch phn phi thu nhp. Yu t quyt nh l c cu cng nghip.

Trong nn kinh t t tc tuyt i b phn dn c lm nng nghip n thun. H tiu dng hu ht sn phm lm ra v em trao i s cn li ly nhng hng ha v dch v n gin. H to rt t c hi cho nhng ngi lm Marketing. Nhng nn kinh t xut nguyn liu thng giu mt hay nhiu ngun ti nguyn thin nhin, nhng ngho v cc mt khc. Phn ln thu nhp u do xut khu nhng ti nguyn m c. V d nh Zaire (cao su) v Rp Sau di (du m). Nhng nc ny l th trng tt i vi cc thit b tch nhit, cc cng c v ph tng, thit b bc xp vt t v xe vn ti. Trong nn kinh t ang pht trin, sn xut bt u chim khong t 10 n 20% tng sn phm quc dn ca t nc. V d nh n , Ai Cp v Philippines. Khi sn xut tng ln t nc phi da nhiu hn vo vic nhp khu nguyn liu, st thp, my mc hng nng v t phi nhp khu li nh c, cc sn phm ca giy v thc phm ch bin. Qu trnh cng nghip ha to ra mt giai tng mi, giu c v mt tng lp trung lu nh nhng ang pht trin ln, c hai tng lp ny u yu cu nhng kiu hng ho mi, trong s c mt s phi nhp khu. Cn trong nn kinh t cng nghip l ngi xut khu ch yu nhng hng ha lm ra v vn u t. H mua hng cng nghip ca nhau v cng xut khu cho nhau nh cc kiu nn kinh t khc trao i nguyn liu v cc bn thnh phm. Nhng hot ng sn xut to ln v a dng ca nhng nc cng nghip ny v tng lp trung lu rt ng o ca h lm cho nhng nc ny tr thnh nhng th trng giu c i vi tt c cc loi hng ha. Phn phi thu nhp c quan h vi c cu cng nghip ca t nc, nhng ng thi cng chu nh hng ca h thng chnh tr. Ngi lm Marketing phn cc nc theo nm kiu phn phi thu nhp khc nhau: (1) Thu nhp rt thp, (2) Phn ln c thu nhp thp, (3) thu nhp rt thp, rt cao, (4) thu nhp thp, trung bnh, cao, v (5) phn ln c thu nhp trung bnh. Tit kim, n, kh nng vay tin Vic chi tiu ca ngi tiu dng chu nh hng ca vic tit kim, n nn v kh nng vay tin. V d, ngi Nht tit kim khong 18% thu nhp ca mnh, trong khi nhng ngi tiu dng Hoa K ch tit kim khong 6%. Kt qu l cc ngn hng Nht c th cho cc cng ty Nht vay tin vi li sut thp hn nhiu so vi cc ngn hng Hoa K, v chnh kh nng c c vn r hn ny gip cc cng ty Nht pht trin nhanh hn. Nhng ngi tiu dng Hoa K cng c t l n

trn thu nhp cao v iu ny li lm chm li nhng khon chi tiu cho nh v nhng mt hng cao cp. Hoa K c kh nng vay tn dng rt d, song li sut kh cao, c bit l i vi nhng ngi i vay c thu nhp tng i thp. Nhng ngi lm Marketing phi theo di k lng mi bin ng ln trong thu nhp, gi sinh hot, li sut, cc kiu tit kim v vay tin, bi v chng c th c nh hng ln, c bit l n nhng cng ty, nhng sn phm c mc nhy cm cao i vi thu nhp v gi. Mi trng t nhin Trong nhng nm 1990 iu kin ca mi trng t nhin ngy cng xu i tr thnh mt trong nhng vn quan trng t ra trc cc doanh nghip v cng chng. nhiu thnh ph trn th gii tnh trng nhim khng kh v nc t ti mc nguy him. Mt mi lo rt ln l cc ha cht cng nghip to ra l thng trn tng ozone gy nn hiu ng nh knh, tc l lm cho tri t nng ln n mc nguy him. Ty u, cc ng "xanh" gy sc p rt mnh i phi c nhng hnh ng chung lm gim nhim trong cng nghip. Nhng ngi lm Marketing cn nhy bn vi nhng mi e da v c hi gn lin vi bn xu hng trong mi trng t nhin. Thiu ht nguyn liu Vt cht ca tri t c loi v hn, loi hu hn, c th ti to c v loi hu hn khng ti to c. Ngun ti nguyn v hn, nh khng kh, khng t ra vn cp bch, mc d c mt s nhm thy c mi nguy him lu di. Cc nhm bo v mi trng vn ng cm s dng mt s cht y nht nh trong cc bnh xt, v chng c kh nng ph hu tng ozone ca kh quyn. mt s khu vc trn th gii, nc l mt vn ln. Nhng ngun ti nguyn hu hn, ti to c, nh rng v thc phm, cn c s dng mt cch khn ngoan. Nhng ngun ti nguyn hu hn khng ti to c, nh du m, than , km, bc, s t ra mt vn nghim trng khi gn n lc b cn kit. Chi ph nng lng tng Mt ngun ti nguyn hu hn khng th ti to - du m - ra nhng vn nghim trong cho nn kinh t th gii. Gi du m tng vt thc y vic tm kim ro rit nhng dng nng lng khc. Than li tr nn ph bin v cc

cng ty tm kim nhng phng tin c ngha thc tin khai thc nng lng mt tri, ht nhn, gi v cc dng nng lng khc. Ch ring trong lnh vc nng lng mt tri c hng trm cng ty tung ra nhng sn phm th h u tin khai thc nng lng mt tri phc v si m nh v cc mc ch khc. Mt s cng ty tm cch ch to t in c gi tr thc tin v treo gii thng hng t bc cho ngi ot gii. Mc nhim tng Mt s hot ng cng nghip chc chn s hu hoi cht lng ca mi trng t nhin. Hy xt vic loi b cc cht thi ha hc v ht nhn, mc nhim thu ngn gy nguy him ca nc bin, cc ha cht gy nhim khc trong t v thc phm v vic vt ba bi trong mi trng nhng chai l, cc vt liu bao b bng nha v cht khc khng b phn hu sinh hc. Mi lo lng ca cng chng to ra mt c hi Marketing cho nhng cng ty nhy bn. N to ra mt th trng ln cho cc gii php kim sot nhim, nh thp lc kh, cc trung tm ti sinh v h thng bi thi. N dn n ch tm kim nhng phng n sn xut v bao gi hng ha khng hu hoi mi trng. Nhng cng ty khn ngoan thay v b chm chn, ch ng c nhng chuyn bin theo hng bo v mi trng t ra l mnh c quan tm n tng lai ca mi trng th gii. Mi trng cng ngh Mt lc lng quan trng nht, nh hnh cuc sng ca con ngi l cng ngh. Cng ngh to ra nhng iu k diu nh penicillin, m tim m, v thuc trnh thai. N cng gy ra nhng ni kinh hong nh bom khinh kh, kh c i vi h thn kinh v sng tiu lin. N em li cho ta nhng th va li va hi, nh t, tr chi video, bnh m trng. Thi ca ngi ta i vi cng ngh tu thuc vo ch ngi ngh nhiu n nhng iu k diu hay nhng iu kinh hong m n em li. Mi cng ngh mi u l mt lc lng "ph hoi mt cch sng to". Transistor gy thit hi cho ngnh sn xut bng in t, k thut sao chp xerox gy thit hi cho ngh sn xut giy than, t gy thit hi cho ngnh ng st, v truyn hnh gy thit hi cho bo ch. ng l ra nhng ngnh c phi chuyn sang nhng ngnh mi, song nhiu ngnh chng li hay xem thng chng v kt qu l nhng x nghip ca ngnh b suy sp.

Mi cng ngh u to ra mt hu qulu di quan trng m khng phi bao gi cng c th thy trc c. V d, thuc trnh thai lm cho gia nh nh hn, nhiu b v i lm hn v phn thu nhp c tu s dng cng ln hn, dn n chi tiu nhiu hn cho chuyn du lch ngh ngi, mua sm nhng hng ha lu bn v nhng th khc. Ngi lm Marketing phi theo di nhng xu hng sau y trong cng ngh. S tng tc ca vic thay i cng ngh Rt nhiu sn phm thng thng ngy nay cch y 30 nm khng th kim u ra. John F.Kenedy khng bit my tnh c nhn, ng h eo tay hin s, u my video hay my Fax. Trong cun Future Shock ca mnh Alvin Toffler thy c s tng tc trong pht minh, khai thc v truyn b cc cng ngh mi. Ngy cng nhiu tng em li kt qu, v thi gian t khi c nhng tng mi n khi thc hin thnh cng ang c rt ngn nhanh chng, v thi gian t khi a vo sn xut n nh cao ca sn xut cng c rt ngn ng k. Chn mi phn trm nhng nh khoa hc c hin nay vn cn sng, v cng ngh t nui mnh. Nhng c hi i mi v hn Ngy nay cc nh khoa hc ang nghin cu mt lot nhng cng ngh mi rt k l s to nn mt cuc cch mng i vi cc sn phm v cc qu trnh sn xut ca ta. Nhng cng trnh nghin cu l th nht ang c tin hnh trong cc lnh vc cng ngh sinh hc, in t cht rn, robot hc v cc khoa hc vt liu. Ngy nay cc nh khoa hc ang nghin cu cch cha bnh AIDS hu hiu hn, thuc trng sinh, thuc gim au, robot lm vic nh, thuc trnh thai tuyt i an ton, v thc phm ngon, b dng khng gy bo. Ngoi ra cc nh khoa hc cng nghin cu nhng sn phm vin tng, nh t bay, truyn hnh ba chiu v nhng khu nh trong v tr. Trong mi trng hp, thch thc khng ch l v mt k thut, m l c v mt thng mi, tc l phi pht trin c nhng phng n va ti tin cho cc sn phm . Thay i ngn sch nghin cu v pht trin Hoa K dn u th gii v chi ph hng nm cho nghin cu v pht trin (74 t USD), nhng gn 60% s kinh ph c dnh cho quc phng. Cn iu chnh thm kinh ph cho khoa hc nghin cu vt liu, cng ngh sinh hc v vi c kh. Trong khi Nht ang tng chi ph cho nghin cu thm d nhng vn c bn trong vt l, l sinh v khoa hc my tnh.

Phn kinh ph nghin cu v pht trin ca Hoa K dnh cho pht trin ngy cng tng gy nn mi lo l liu Hoa K c th duy tr c v tr dn u trong khoa hc c bn khng. Nhiu cng ty ang theo ui nhng ci tin lt vt cho sn phm ch khng gim mo him u t vo nhng nghin cu i mi ln. Ngay c nhng cng ty nghin cu c bn nh Du Pont, Bell Laboratories v Pfizer cng lm vic rt thn trng. Nhiu cng ty mu tnh b tin vo vic sao chp nhng sn phm ca cc i th cnh tranh v ch c nhng ci tin nh v tnh nng v kiu dng. Phn ln nhng nghin cu l phng ng ch khng phi tin cng. Ngy cng nhiu cng trnh nghin cu nhm to ra bc t ph quan trng l do cc tp on cng ty thc hin ch khng phi tng cng ty ring r. Quy nh v thay i cng ngh ngy cng cht ch Khi sn phm ngy cng phc tp hn, cng chng cn c bo m an ton chc chn. V vy cc c quan nh nc tng cng quyn lc ca mnh i vi vic kim tra v nghim cm nhng sn phm c kh nng khng an ton. Vic thay i cng ngh gp phi s chng i ca nhng ngi xem l mt s e da t nhin, cuc sng ring t, tnh cht n gin v thm ch c loi ngi na. Nhiu nhm khc nhau phn i vic xy dng nhng nh my in nguyn t, nhng ngi nh cao tng v nhng c s gii tr trong cc vn quc gia. H i hi phi nh gi cc cng ngh mi v mt cng ngh trc khi thng mi ha chng. Nhng ngi lm Marketing cn hiu r l mi trng cng ngh lun thay i v nm c nhng cng ngh mi c th phc v nhu cu ca con ngi nh th no. H cn hp tc cht ch vi nhng ngi lm cng tc nghin cu v pht trin khuyn khch h nghin cu hng theo th trng nhiu hn. H phi cnh gic vi nhng hu qu khng mon mun ca mi i mi c th gy thit hi cho ngi s dng v to ra s mt tn nhim cng thi chng i ca ngi tiu dng. Mi trng chnh tr Nhng quyt nh Marketing chu tc ng mnh m ca nhng din bin trong mi trng chnh tr. Mi trng ny gm c lut php, cc c quan nh nc v nhng nhm gy sc p c nh hng v hn ch cc t chc v c nhn khc nhau trong x hi.

Hin nay c kh nhiu o lut iu chnh hot ng kinh doanh, gy cn tr n hot ng kinh doanh. Lut kinh doanh c mt s mc ch. Th nht l bo v cc cng ty trong quan h vi nhau. Cc gim c iu hnh doanh nghip u ca ngi cnh tranh nhng li c gng v hiu cnh tranh khi n ng chm n mnh. Khi b e da, mt s ngi tham gia vo vic nh gi rt chi li hay khuyn mi hy nhng mu toan xit cht vic phn phi. Cho nn phi thng qua nhng o lut xc nh v ngn chn cnh tranh khng lnh mnh. Mc ch th hai ca vic iu chnh ca chnh quyn l bo v tiu dng trc tnh trng kinh doanh gian di. Nu ch cn li mt mnh, mt s cng ty s gim cht lng sn phm ca mnh, qung co sai s thc, nh la bng bao b v dng gi cu khch. Nhiu c quan xc nh v ngn chn nhng hnh vi gian di i vi ngi tiu dng. Nhiu nh qun tr gin d mi khi c thm mt o lut bo v ngi tiu dng, ch c mt s rt t cho rng phong tro bo v ngi tiu dng c th l mt vic tt nht lm c. Mc ch th ba ca quy nh ca chnh quyn l bo v li ch ca x hi chng li nhng hnh vi ba bi trong kinh doanh. C th xy ra trng hp tng sn phm quc gia ca mt nc tng ln, nhng cht lng cuc sng li gim st. Mc ch chnh ca nhng o lut mi v/ hay vic cng ch thi hnh l nhm buc cc doanh nghip phi gnh vc nhng chi ph x hi do qu trnh sn xut hay sn phm ca h gy ra. Tuy vy, phn s ca nhng ngi lm Marketing l phi nm vng nhng o lut bo v cnh tranh, ngi tiu dng v x hi. Ni chung, cc cng ty u xy dng nhng th tc xem xt tnh hp php v ban hnh nhng tiu chun o c hng dn nhng nh qun tr Marketing ca mnh. Song c mt s nhng ngi lm Marketing vn phn nn rng c qu nhiu quyt nh Marketing l do b phn php l a ra v h mun c c quyn t do hn mt cht trong vic thng qua quyt nh gy tr ngi cho cc hot ng ca marketing. Mi trng vn ha X hi m con ngi ln ln trong nh hnh nim tin c bn, gi tr v cc chun mc ca h. Con ngi hp th, hu nh mt cch khng c thc, mt th gii quan xc nh mi quan h ca h vi chnh bn thn mnh, vi ngi khc, vi t nhin v vi v tr. Sau y l mt s c im v xu hng vn ha ch yu m ngi lm Marketing cn quan tm.

Nhng gi tr vn ha ct li bn vng Nhng ngi sng trong mt x hi c th c rt nhiu nim tin v gi tr ct li c khuynh hng tn ti lu bn. Chng hn nh hu ht ngi M u tin chc l phi lm vic, lp gia nh, lm cng vic t thin v sng lng thin. Nhng nim tin v gi tr ct li c truyn t b m sang con ci v c cc nh ch x hi, nh nh trng, nh th, doanh nghip, nh nc, cng c thm. Nhng nim tin v gi tr th yu ca con ngi d thay i hn. Vic tin tng vo th ch hn nhn l mt nim tin ct li, cn vic tin vo iu l ngi ta phi lp gia nh sm l mt nim tin th yu. Nhng ngi lm Marketing k hoch ha gia nh c th t c kt qu nhiu hn trong vic thuyt phc mi ngi nn thnh lp gia nh mun, ch khng th thuyt phc h hon ton khng nn lp gia nh. Nhng ngi lm Marketing c mt s c may thay i nhng gi tr th yu ch rt t kh nng thay i nhng gi tr ct li. Mi nn vn ha u bao gm nhng nhnh vn ha Mi x hi u cha ng nhiu nhnh vn ha, tc l nhng nhm ngi khc nhau cng chia s nhng gi tr ny sinh t nhng kinh nghim v hon cnh sng nht nh. Trong trng hp cc nhm ca nhng nhnh vn ha th hin nhng mong mun v hnh vi tiu dng khc nhau, th nhng ngi lm Marketing c th la chn cc nhnh vn ha lm nhng th trng mc tiu ca mnh. Nhng gi tr vn ha th yu bin i theo thi gian Mc d nhng gi tr vn ha ct li kh bn vng, vn c nhng bin i nht nh. Trong thi k ca thp k 60, phong tro "hippi", ban nhc Beatles, Elvis Presley, tp ch Playboy v nhng hin tng vn ha khc c nh hng ln n cch tc, cch n mc, nhng chun mc v quan h nam n v mc ch cuc sng ca lp tr. Lp tr ngy nay li chu nh hng ca nhng nhn vt v mt nht thi mi: Michael Jordan, Madonna, Bruce Springsteen. Mt trong nhng hnh tng mi ch yu l nhng nh chuyn nghip tr thnh ph c rt nhiu tham vng ngh nghip v kin thc bo th ca tui tr ngy nay. Nhng ngi lm Marketing ht sc quan tm n vic pht hin nhng bin i v vn ha c th bo trc nhng c hi Marketing v mi e da mi. Mt s cng ty cung cp nhng d bo x hi/ vn ha theo hng ny. Mt trong nhng cng ty ni ting nht l Yankelovich Monitor. Monitor phng vn 2.500 ngi mi nm v theo di 35 xu hng x hi, nh "chn ght ci to ln", "thuyt huyn

nhim", "sng v ngy hm nay", "lnh xa quyn chim hu" v "thch khoi lc". N m t t l phn trm dn c c cng quan im cng nh t l phn trm dn c theo xu hng ngc li. V d, t l nhng ngi coi trng sc kho v cuc sng sung tc tng ln mt cch n nh trong nhiu nm, c bit l trong nhm di ba mi tui, nhng ph n tr, nhm thng lu, v nhng ngi sng min Ty. Nhng ngi lm Marketing thc phm t nhin v thit b tp th dc cung cp cho xu hng ny nhng thc phm thch hp v thng tin cn thit. 2. Cc yu t ca mi trng vi m ca doanh nghip Nhng yu t c bn ca mi trng vi m Mc tiu c bn ca mi cng ty l thu li nhun. Nhim v c bn ca h thng qun tr marketing l m bo sn xut ra nhng mt hng hp dn i vi cc th trng mc tiu. Nhng thnh cng ca s ch o marketing cn ph thuc vo c hot ng ca cc n v khc trong cng ty, v vo s tc ng ca nhng ngi mi gii, cc i th cnh tranh v cng chng trc tip. Cc lc lng tc dng trong mi trng vi m ca cng bao gm: cng ty, nhng ngi cung ng, cc i th cnh tranh, mi gii marketing, khch hng v cng chng trc tip. Nhng ngi qun tr marketing khng th t gii hn mnh trong nhng nhu cu ca th trng mc tiu. H phi ch n tt c nhng yu t ca mi trng vi m. Ta s nghin cu cc lc lng ny v s minh ha vai tr v nh hng ca chng qua v d v mt cng ty chuyn sn xut xe p. Cng ty Gi s vi mt cng ty sn xut xe p. Khi son tho cc k hoch marketing, nhng ngi lnh o b phn marketing ca cng ty phi ch n li ch ca cc nhm trong ni b bn thn cng ty nh ban lnh o ti cao, Phng ti chnh, Phng nghin cu thit k th nghim, Phng cung ng vt t, b phn sn xut v k ton. i vi nhng ngi son tho cc k hoch marketing chnh tt c nhng nhm ny to nn mi trng vi m ca cng ty Nhng ngi qun tr marketing phi hp tc cht ch vi cc n v khc ca cng ty. Phng ti chnh lun quan tm n nhng vn ngun vn v vic s dng vn cn thit thc hin cc k hoch marketing. Phng nghin cu thit k th nghim gii quyt nhng vn k thut thit k nhng chic xe p an ton v p v nghin cu cc phng php sn xut c hiu qu cao. Phng cung ng vt t quan tm n vic m bo s lng ph thuc v chi tit sn xut xe p.

B phn sn xut chu trch nhim sn xut mt s lng xe p cn thit. Phng k ton theo di thu chi, gip cho b phn marketing nm c tnh hnh thc hin nhng mc tiu ra. Hot ng ca tt c nhng b phn ny d th ny hay th khc u nh hng n nhng k hoch v hot ng ca phng marketing. Nhng ngi cung ng Nhng ngi cung ng l nhng cng ty kinh doanh v nhng ngi c th cung cp cho cng ty v cc i th cnh tranh v cc ngun vt t cn thit sn xut ra nhng mt hng c th hay dch v nht nh. V d, sn xut xe p, cng ty ny phi mua thp, nhm, v xe, lp, m v cc vt t khc. Ngoi ra, cng ty cn phi mua sc lao ng, thit b, nhin liu, in nng, my tnh cn thit cho n hot ng. Nhng s kin xy ra trong mi trng ngi cung ng c th nh hng nghim trng n hot ng marketing ca cng ty. Nhng ngi qun tr marketing phi ch theo di gi c cc mt hng cung ng, bi v vic tng gi cc vt t mua v c th buc phi nng gi xe p. Thiu mt chng loi vt t no , bi cng v nhng s kin khc c th lm ri lon v cung ng v lch gi xe p cho khch t hng. Trong k hoch ngn hn s b l nhng kh nng tiu th v trong k hoch di hn s lm mt i thin cm ca khch hng i vi cng ty. Nhng ngi mi gii marketing Nhng ngi mi gii marketing l nhng cng ty h tr cho cng ty i ln, tiu th v ph bin hng ha ca cng ty trong gii khch hng. y gm c nhng ngi mi gii thng mi, cc cng ty chuyn t chc lu thng hng ha, cc t chc dch v marketing v cc t chc ti chnh tn dng. Nhng ngi mi gii thng mi. Nhng ngi mi gii thng mi l nhng cng ty kinh doanh h tr cng ty tm kim khch hng v/hay trc tip bn sn phm cho h. Ti sao cng ty li cn n nhng ngi mi gii thng mi? l v ngun mi gii thng mi c th m bo cho ngi t hng nhng iu kin thun tin v a im, thi gian v th tc mua hng vi chi ph t hn so vi trng hp nu cng ty t lm. Nhng ngi mi gii thng mi to c nhng iu kin thun tin v c im bng cch tch tr xe p ngay nhng ni c khch hng. iu kin thun li v thi gian c to ra nh trng by v m bo lun c xe p vo nhng thi k m ngi tiu dng mun mua chng. iu kin thun li trong th tc mua hng ng

thi chuyn giao quyn s hu cho h. Nu nh cng ty mun t m bo nhng iu kin thun tin nu trn th n phi u t, t chc v m bo vic lm cho mt h thng im bun bn s trn quy m c nc. Cho nn cc cng ty thy hp l nht l duy tr s hp tc vi mt h thng nhng ngi mi gii thng mi c lp. Cc t chc dch v marketing. Cc t chc dch v marketing l nhng cng ty nghin cu marketing, nhng cng ty qung co, nhng t chc ca cc phng tin qung co v cc cng ty t vn marketing gip cho cng ty sn xut nh hng chnh xc hn v a hng ca mnh n nhng th trng thch hp i vi h.Cng ty sn xut phi quyt nh xem mnh c cn s dng dch v ca cc t chc khng hay t m nhim ly tt c cc cng vic cn thit. Sau khi quyt nh s dng cc dch v mt tin, cng ty phi la chn k lng nhng ngi cung ng dch v, bi v cc cng ty chuyn doanh khc nhau v kh nng sng to ca mnh, cht lng hon thnh cng vic, khi lng dch v cung ng v gi c. Cc t chc ti chnh - tn dng. Cc t chc ti chnh tn dng bao gm cc ngn hng, cc cng ty tn dng, cc cng ty bo him v cc t chc khc h tr cng ty u t cho cc thng v v/hay bo him chng ri ro lin quan n vic mua hay bn hng. Phn ln cc cng ty v khch hng khng th b qua s gip ca cc t chc ti chnh - tn dng khi u t cho cc thng v ca mnh. Vic tng gi tn dng v/hay thu hp kh nng tn dng c th lm nh hng nghim trng n hiu qu ca hot ng marketing ca cng ty. V th cng ty cn thit lp mi lin h bn vng vi nhng t chc ti chnh tn dng quan trng nht i vi mnh. Khch hng Cng ty cn phi nghin cu k nhng khch hng ca mnh. Nhn chung c nm dng th trng khch hng. Tt c nhng th trng ny c trnh by di y l nhng nh ngha ngn gn v chng. 1. 2. Th trng ngi tiu dung: nhng ngi v h dn mua hng ho v Th trng cc nh sn xut: cc t chc mua hng ho v dch v

dch v s dng cho c nhn. > s dng chng trong qu trnh sn xut.

3. 4.

Th trng nh bn bun trung gian: t chc mua hng v dch v Th trng ca cc c quan Nh nc: nhng t chc mua hng v

sau bn li kim li. dch v sau s dng trong lnh vc dch v cng cng hoc chuyn giao hng ho v dch v cho nhng ngi cn n n. 5. nc. i th cnh tranh Mi cng ty u c rt nhiu i th cnh tranh khc nhau. Gi s rng ph ch tch ph trch marketing mun pht hin tt c i th cnh tranh ca cng ty. Cch tt nht lm vic ny l tin hnh nghin cu xem ngi ta quyt nh mua xe p nh th no. Ngi nghin cu c th phng vn mt sinh vin nm th nht , ngi ang c nh tiu mt mn tin nht nh. Anh ta suy ngh mt vi phng n hnh ng, trong c vic mua phng tin i li, mua mt dn nghe nhc stereo hay i du lch chu u. l nhng mong mun cnh tranh tc l nhng mong mun m ngi tiu dng c th tho mn. Gi s rng anh ta quyt nh rng anh ta cn thit l ci thin kh nng i li ca mnh. Trc mt anh ta c my phng n: mua xe hi, mua t hay mua xe p. l nhng loi hng cnh tranh, tc l nhng phng thc c bn khc nhau tho mn mt mong mun c th no . Nu phng n la chn hp dn nht l mua xe p th anh ta s mua kiu xe p no, xut hin c mt lot mt hng cnh tranh, tc l nhng dng khc nhau ca mt cung mt hng, c kh nng tho mn mt mong mun c th ca ngi mua. Trong trng hp ny, cc dng khc nhau ca mt hng s l xe p ba, nm v mi tc , c th l anh ta chn chic xe p mi tc , sau chc chn anh ta s mun tm hiu mt vi nhn hiu cnh tranh. l nhng nhn hiu tho mn mong mun ca anh ta. Cng chng trc tip Trong thnh phn mi trng marketing c nhiu cng chng trc tip khc nhau ca cng ty. Chng ti nh ngha cng chng trc tip nh sau: Cng chng trc tip l mt nhm bt k t ra quan tm thc s hay c th s quan tm n nhng t chc c nh hng n kh nng t ti nhng mc tiu ra ca n. Th trng quc t: nhng ngi mua hng ngoi nc bao gm nhng ngi tiu dung, sn xut bn trung gian v cc c quan Nh nc ngoi

Cng chng trc tip c th hoc l h tr hoc l chng li n lc ca cng ty nhm phc v th trng. Cng chng tch cc l nhm quan tm n cng ty vi thi thin ch (v d nhng nh ho tm). Cng chng tm kim l nhm m cng ty ang tm kim s quan tm ca h, nhng khng phi bao gi cng tm c (v d cc phng tin thng tin i chng). Cng chng khng mong mun l nhm m cng ty c gng thu ht s ch ca h, nhng buc phi n h nu h xut hin (V d nhm ngi tiu dng ty chay). Cng ty c th xy dng k hoch marketing cho tt c cc cng chng trc tip, c bn ca mnh, cng cho tt c th trng khch hng. Gi s rng cng ty mun ginh c t mt nhm cng chng trc tip c th no thi phn ng thin cm, nhng li khen ngi hay s ng gp thi gian tin bc. lm c vic cng ty cn phi thit k hng ho hp dn i vi chnh nhm cng chng ny. Cc loi cng chng trc tip ca cng ty thng l: 1. Gii ti chnh. C nh hng n kh nng m bo ngun vn ca

cng ty. Cng chng trc tip c bn trong gii ti chnh l ngn hng, cc cng ty u t, cc cng ty mi gii ca S giao dch chng khon, cc c ng. 2. Cng chng trc tip thuc cc phng tin thng tin. Cng chng thuc cc phng tin thng tin l nhng t chc ph bin tin tc, nhng bi bo v bi x lun. Trc ht l bo ch, i pht thanh v i truyn hnh. 3. 4. Cng chng trc tip thuc cc c quan Nh nc. Ban lnh o phi Cc nhm cng dn hnh ng. Nhng quyt nh marketing c cc nht thit ch n tt c nhng g xy ra trong lnh vc Nh nc. cng ty thng qua c th gy nn nhng iu nghi vn t pha cc t chc ngi tiu dng, cc nhm bo v mi trng, i din ca cc dn tc t ngi 5. Cng chng trc tip a phng. Mi cng ty u c quan h vi cng chng trc tip a phng nh nhng ngi dn sng vng xung quanh v cc t chc a phng. lm vic vi nhn vin a phng cc cng ty ln thng c mt ngi chuyn trch v vic quan h vi a phng, tham d cc cuc hp ca hi ng a phng, tr li nhng cu hi, ng gp vo vic gii quyt nhng vn cp thit. 6. Qun chng ng o. Cng ty cn phi theo di cht ch thi ca qun chng ng o i vi hng ha v hot ng ca mnh. V tuy rng qun chng ng o khng phi l mt lc lng c t chc i vi cng ty, nhng hnh nh ca cng ty di con mt ca qun chng c nh hng n hot ng thng mi ca n

7.

Cng chng trc tip ni b. Cng chng trc tip ni b ca cng ty

bao gm cng nhn vin chc, nhng ngi tnh nguyn gip , cc nh qun tr, cc y vin Hi ng gim c ca cng ty. Vi mc ch thng tin v c v cng chng trc tip ni b cc cng ty ln pht hnh cc t tin tc v s dng nhng hnh thc thng tin khc. Khi cng nhn vin chc c thi tt i vi cng ty th thi tt ca h s truyn lan ra cc nhm cng chng trc tip khc.