1

Giithiu
Snphmcbunbnquabingiiquc gia
t hng ngn nm trc

Chng 1

Thngmihnghatoncu tngt7,6nghn
t$ vonm2000n15,2nghnt$ vonm2010

TON CU HA L TT YU

Thngmidchvtoncut3.664t$vo
nm2010

Hang ng lascaux

Con ng t la

Giithiu

NIDUNGCHNG
1

TisaoMarketingtonculttyu

ToncuhaccTT:hit&adng

SphttrincaMarketingtoncu

LthuytvT.miquct,CtyaQ.gia

i vi M:75%hng ha M bn ra nc ngoi
i vi cc cng ty Nht,85%tim nng l ngoi
nc Nht
Vi c,94%tim nng l ngoi nc c
i vi Vit Nam,xut khu nhp chim 150%GDP
Trn 90%sn phm ca cc nc c s tham gia t 2
nc tr ln (OECD)

Gii thiu
GII THIU

Vit Nam:
Xut khu 3nm lin tin WTOtng:25,44%/nm
Xut khu 5nm lin hu WTOtng:17,2%/nm
Nhp khu 3nm tin WTOtng:21,18%/nm
Nhp khu 5nm hu WTOtng:18%/nm
TrungQuc:
Xutkhu8nmlintinWTOtng:12,96%/nm
Xutkhu8nmlinhuWTOtng:21,73%/nm

Global Marketing Management

Chapter 1

Mtsskintcng

10

Xuhngtoncuhakinht

Khng b quc t v cuc

chin chng khng b
Tri t m ln, nhim
mi trng
Sphttrinmnhcacckhuvcthng
mitdovlinktkinhtquct

Khng hong ti chnh v

kinh t 20082009

Kinh t th trng tr thnh xu th

Phong tro dn ch Trung

ng v chu Phi

S pht trin mnh ca cc nn kinh t mi ni

Sphttrinmnhmcacngngh,internet

Mtsskintcng

11

GDP10nc hng u th gii 2012

12

Ccnnkinhtmini
BRIC:Brazin,Russia,India,China(2001)
BRICS:Brazin,Russia,India,China,ShouthAfrica
Bricshinchim75%tnggiaodchthngmi
giaccnnkinhtangphttrin.RingTrung
Qucchim40%

TrungQucthiranhiuCO2hnsoviMvCanada
cnglivtng171%ktnm2000

nlngunphtbcxlnnhtthgiivngun
phtCO2thbathgii

Global Marketing Management

Chapter 1

Bricslitrngcaphngtytrongm
phnvthngmi,khhuvphnchiaquyn
lctrongcctchctichnhquctvlht
nhncanhmG20

13

Ccnnkinhtmini

16

Cc nn kinh t mi ni

21.500cng ty a quc gia t tr s ti cc nn

kinh t mi ni
70%tng trng kinh t th gii sinh ra t cc
th trng mi ni,trong n v Trung
Quc l 40%
500doanh nghip ln nht th gii c 98c s
R&Dti Trung Quc v 63c s ti n
S sng to a trung tm (polycentric
innovation)v khng ch l t ph v cng ngh
dnh cho tng lp tinh hoa m cn l s i
mi dnh cho cc tng lp trung lu v ngho

14

Ccnnkinhtmini

17

Xuhngtoncuhakinht
St nhp,mua bn doanh nghip (M&A)v lin minh
gia tng
Thay i c cu hng ha thng mi:
Quc t ha qu trnh sn xut
Gia tng t trng gi tr v hnh,gim bt hu hnh

15

Cc nn kinh t mi ni

18

Xuhngtoncuhakinht

Thtrngminiln(BEMs):Trong120nmti,
BEMsnhKhuvcKinhtTrungQuc(CEA),n,
HnQuc,Mexico,Brazil,Argentina,NamPhi,BaLan,
ThNhK,vASEANscungcpnhiuchitrong
kinhdoanhtoncu

Global Marketing Management

Chapter 1

19

Ngun: Forturn 500

22

10cng ty tt nht lm vic nm 2012

TISAOMARKETING
TONCULTTYU

TT

Cng ty

Tc tng
vic lm (%)

Thunhp BQ

1
2

Google

33

18.500

BostonConsultingGroup

10

1.958

SASInstitute

6.046

WegmansFoodMarkets

41.717

EdwardJones

36.937

NetApp

30

6.887

CamdenPropertyTrust

1.678

RecreationalEquipment(REI)

12

10.466

CHGHealthcareServices

17

1.312

10

QuickenLoans

20

3.808

20

Mttricatoncuha

Marketingtonculttyu

23

S bo ha th trng ni a
Cnhtranhtoncu
S cn thit hp tc quc t
Cch mng internet
v cc phng tin
truyn thng
Cchmngcngngh

24

21

10cng ty ln nht th gii nm 2011

Ngun: Forturn 500

Cng ty

Doanhs(t USD)

Ti sn(tUSD)

WalmartStore

422

181

ExxonMobil

355

302

Chevron

196

185

Conoco Philips

185

156

Fanni Mae

154

3.222

GeneralElectric

152

751

Berkshire Hathaway

136

372

GeneralMotor

136

139

BankofAmerica

134

2.265

FordMotor

129

165

Global Marketing Management

Chapter 1

TONCUHATHTRNG
NIHITVADNG

25

Toncuhathtrng:
Nihitvadng

28

Thunhpbnhqunungilmtyutquyt
nhquantrngcahnhvimuahng

Toncuhathtrng:
Nihitvadng
Aiqunlthngmiquct?
Thngmi ni b giaccCtyaqucgiavccchi
nhnhncngoichim 34%thngmithgii

Thunhpbnhqunungi< $10.000:chicho
thcphmvccnhuyukhc

33%thngmithgiicxutkhut cc
cngtyaqucgiavnhngchinhnhcah

Thunhpbnhqunungi>20.000$,titkim
tngngk,lmtngmcthunhpdngmtln
trongplcgiatnghitvhnhvimuacangi
tiudng

Haiphnbathngmithgiicqunlmt
cchnyhaycchkhcbicccngtyaqucgia

29

26

Toncuhathtrng:
Nihitvadng

CCHMNGMARKETING
TONCU

Ngicthunhpcaohncxuhngthng
thc:giodc,giitr
Toncuhakhngkhngbpnghtnnvnha
aphng,ngitiudngngycngtrnnd
tipthunhngiumi
Ngitiudngcngcmt"thitlpsla
chn",rnghntronglachn hnghavDV

Sphnkcanhucutiudngangdinrati
cngmtthigian

27

Toncuhathtrng:
Nihitvadng

30

CchmngMarketingtoncu

Thngmiquctbaogmxutvnhp khu

Marketinglg?

Kinhdoanhquctbaogmthngmiquctv
snxutncngoi

Cc hot ng ca Marketing?

Mrngthmnhpquctcacccngtyc
giltipcntoncu
Thngmiquctvcchotngsnxut
ncngoicqunltrncstoncu

Marketinglinquann?
Trongchinlcmarketing,cccngtylunchu
plccnhtranhdichuynvphatrccb
ng vchng

TngtrngcaCtyaqucgia(MNCs)lmtkha
cnhquantrngcaccthtrngtoncu

Global Marketing Management

Chapter 1

31

34

CchmngMarketingtoncu

CchmngMarketingtoncu
Marketingnia

Marketingtoncukhngnhtthitcngharng
ccsnphmcthcphttrinbtcnino
trnquymtoncu

Marketingxutkhu

Trngtm
nia

Qucgia
chn

alkinht,khhuvvnhanhhngn
cchcccngtyphttrinmtssnphm

Xutkhu

Thiimvs
spxpchui

Internettochimichomarketingtoncu

nhhng

DntcTT

Ccnhbnlthngmiinttctit
kimngkbngcchbnhngtrctuyn

Khoch
snphm

Phttrinsn
phmchoKH
QGsti

Phttrinsnphmxcnh
chyubinhucucaKH
QGsti

Marktmix

Trscngty

Trscngty

DntcTT

32

35

Marketingquct

CchmngMarketingtoncu

Marketingaqucgia

Qucgia1

Thayi
chinlc
Marketing

Marketingncngoikhngtrctip

Thayi
chinlc
Marketing

Qucgia2

Qucgia5

Ptrin&t
Thngh
Qgiami

MarketingncngoikhngT.Xuyn

PT&t
Thngh
QGmi
VNG2

Qucgia3

Marketingncngoilintc
ChiasQC
xctinv
chiphPP

Marketingquct
Marketingaqucgia

nhhng
Khoch
snphm
Marktmix

Marketingtoncu

VNG1
Qucgia1

ChiasQC
xctinv
chiphPP

Qucgia4
atm

Qucgia6
Qucgia4

Vngtrngtm

PhttrinsnphmtrnCS
nhucuaphng
SXminc

Tiuchunhatrongvngnhng
khngxuynvng
Snxutthucvng

33

36

Marketingtoncu

CchmngMarketingtoncu
Marketingnia:chtptrungccngunlccho
thtrngtrongnc
Marketingxutkhu:gipxutkhusnphm,dch
vrancngoi
Marketingquct: mrngcchotng
marketing,aSPranckhctrncs1i1
Marketingaqucgia:mtchinlcchotngth
trngkhuvc(mtsnc)
Marketingtoncu:mtchinlcchungchoth
trngtoncu

Global Marketing Management

Chapter 1

HpnhtMarketingMix
xuynccqucgiavcc
vng
Tchhpthungoivsn
xutvimarketing

Phnphingunlc
tcnbnggiadanh
mcvphttrin
nhhng

acultrungtm

Khoch
snphm
Marktmix

Snphmtoncucngvisthay
iaphng
Cngnhausnxutvisthamvnlnnhau

37

40

CCHCTHUYTTHNGMI
QUCT VCTYAQUCGIA

Cchcthuytthngmiquc
tvcngtyaqucgia
Nnkinhtquym
Khong cch cngngh
uitngt
L thuyt chu k sng snphmquct

38

Cchcthuytthngmiquc
tvcngtyaqucgia
Cclthuytvlithsosnh:
Lithtuyti:lithchiphsnxut
Lthuytlithsosnh
iukhoncathngmi
Nguyntcthngmiquct:Nguyntc
utinttnht,Nguyntcthhaittnht
L thuyt yutthinph
Lthuytchutrnhsnphmquct:
Nnkinhtcaquym

41

Lthuytchuksngsnphmquct
Giaiongiithiu:mtcngtyMimitrn
mtsnphmmitrongnccan
Giaiontngtrng: tiuchunsnphmxut
hinvsnxuthnglottrnnkhthi
Giaiontrngthnh: nhiucngtyMvnc
ngoitranhginhthphntrongthtrngquct
Giaionsuythoi: cngtyccncangpht
trincngbtusnxutccsnphmvtip
thtrongphncnlicathgii

39

Comparative Advantage at Work

Global Marketing Management

Chapter 1

42

L thuyt chu k sng sn phm quc t

43

International Product Life Cycle

44

Lthuytchiphgiaodchvquctha
Lthuytchiphgiaodchquct:
Ch thch hp
Chiphithitk
SnxutvkhnngMarketing

Global Marketing Management

Chapter 1