Marketing quc t

Chng 1: KHI QUT V MARKETING QUC T

I. Khi nim marketing v marketing mix 1.1 Khi nim marketing * Cc nh ngha marketing quc t (tham kho): + Marketing xut khu (Export marketing): Bao hm tt c cc hot ng marketing khi mt cng ty bn sn phm ca mnh ra nc ngoi, v sn phm thc s c gi t nc ny sang nc khc. + Marketing nc ngoi (Foreign marketing): Hot ng marketing bn trong quc gia thm nhp; Khc vi marketing trong nc: Cnh tranh, Cch ng x ca ngi tiu th, H thng phn phi, Xc tin + Marketing a quc gia (Multinational marketing): C ti sn v hot ng nhiu quc gia- hot ng theo nhiu chin lc ni a. Mi chin lc phi hon ton thch hp nhm tho mn nhng im ring bit ca th trng. Cc hot ng v li ch nhiu hn mt nc; Kim sot cc hot ng marketing t bn ngoi nc m sn phm s c bn; mi th trng l mt trung tm li nhun c lp + Marketing a khu vc (Multiregional marketing): Cc chin lc bao ph nhng vng rng ln hn v gim chi ph sn xut. Bao gm: Ty v ng u, chu , ASEAN, NAFTA, EU, EFTA. Lin kt cc hot ng cng nhau tng hiu sut + Marketing ton cu (Global marketing): Giai on cui cng trong vic pht trin marketing quc t, i hi mt chin lc n l cho ton b th trng ton cu, Ton b t chc tp trung vo vic la chn, khai thc nhng c hi marketing ton cu; tn dng cc ngun lc trn ton th gii; t c li th cnh tranh h tr, ton cu + Marketing quc t-International marketing: Qu trnh hoch nh v thc hin c tnh a quc gia nhn thc, nh gi, xc tin v phn phi nhng tng, hng ho v dch v nhm to ra nhng thay i tho mn nhng mc ch ca c nhn v t chc. (AMA) * So snh marketing ni a v marketing quc t Ging nhau Lut php Khi nim cn bn Tin t Vng i sn phm Vn ho Cng c marketing (x hi, chnh tr, a l, kinh t). Cc yu t mi trng Gii quyt cc vn marketing Khc nhau a l, kh hu - nh ngha ca Vin Marketing Anh Quc: P6 - Bn cht ca hot ng marketing: + L chc nng qun l v t chc v qun l ton b cc hot ng kinh doanh + L ngh thut pht hin nhu cu v thit k cc chin lc nhm tho mn nhu cu v bo m cho cng ty thu li nhun cao nht - Vy marketing l hot ng ca con ngi hng ti tho mn nhu cu v mong mun thng qua cc qu trnh trao i t c li nhun nh mc tiu ra 1.2 Khi nim marketing mix - nh ngha marketing mix: p7 II. Xu hng kinh doanh ton cu ho 2.1 Vin cnh kinh doanh ton cu Kinh doanh ton cu ho l hin hin ch khng phi l vin cnh. Cc t chc m Vit Nam tham gia nh: WTO, APEC, ASEM, ASEAN th hin s gia nhp th gii ca Vit 1

Marketing quc t Nam. Trong Vit Nam l mt trong nhng thnh vin sng lp ASEM, thay mt ASEM lm vic vi Chu u. Hp tc song phng gia hai khi ASEAN: (11 quc gia) + 3: Trung Quc, Nht, Hn Quc + 1: n + 2: Hn quc, n ng Nam c nh gi l th trng nng ng nht th gii 2050 chuyn dch Tn ng: Trung quc, n , M BRIC: khi kinh t vng mnh ca th gii (B: Brazil, R: Russia, I: India, C: China) TRONG CNH TRANH NGY NAY KHNG CH CNH TRANH V GI M C CNH TRANH V LUT CHI - Ba xu hng ni bt nht, nng ng nht v s tc ng n hnh th ca kinh doanh quc t trong trng lai: P8 VD: Ngnh t, My vi tnh, Ch to my bay .. 2.2 Pht trin s nhn thc ton cu - Ti sao phi tham gia vo th trng quc t: Trong sut thp nin 1990 c mt s gia tng ng k nhiu n v sn xut kinh doanh tham gia vo kinh doanh quc t. y l kt qu ca qu trnh quc t ha. Cc Cng ty ch chuyn doanh trong nc n lc nhn ra rng cung ca h vt cu, t ra l phng din nng sut sn xut ngy mt nng cao; iu ny nh hng n mt s nhn t lm gim dn s tng trng ca th trng (hoc chng li), lm gia tng thm s cnh tranh gia cc x nghip trong nc k c i vi cc Cng ty ngoi quc. Vic tho d bt mt s hng ro quan thu hoc phi quan thu, th d nh cc nc trong lin hip Chu Au (EU) phi i ph vi mt th trng ni b ca lin hip, c gi l chng trnh EC.92, chng trnh ny c thit lp bi mt o lut ring ca Chu u vo nm 1987. Hoc chng trnh AFTA ca cc nc trong khi ASEAN, m Vit Nam l thnh vin. Thng 7/2000 Vit Nam v Hoa K k hip nh khung Thng mi Vit- M, trong u thng 9/2001 c H Vin M thng qua v ang ch s ph chun mt cch y ca quc hi hai bn . Tm li, vic tham gia vo hot ng thng mi quc t l mt xu th bt buc, mt yu cu khch quan, m khi tham gia vo mu dch th gii, doanh nghip tm thy mt s thun li nh sau: + Thng qua xut khu, doanh nghip m rng c th trng tiu th, k c dch v, v r rng l th trng nc ngoi ln hn nhiu so vi th trng trong nc; m rng c u t. + Khi th trng ni a khng tiu th ht sn phm ca Cng ty, th th trng quc t l mt li thot duy nht tiu th sn phm d tha, kt qu nh xut khu c th phn b chi ph c nh cho nhiu sn phm, h thp gi thnh, nng cao li nhun, dn n gi bn c kh nng h thp to iu kin tc ng tr li y mnh khi lng hng ha bn ra hn na. + Gim c ri ro: bn nhiu th trng tt hn ch bn mt nc. + c vng ca cc nh lnh o: cc nh lnh o cao cp, c ng u mun Cng ty ca h tham gia thng mi quc t. + M rng chu k sng ca sn phm. + Khai thc li th hin c trong th trng cha c khai thc. + To thm thu nhp t nhng k thut hin c thng qua nhng bn quyn (licensing) c quyn kinh tiu ( franchising). + Nng cao hiu bit v cnh tranh quc t. + Pht trin thm li nhun u t, to cng n vic lm. + Thc hin tt qun tr nhn vin cng nh tin b ca sn phm (do thng qua cnh tranh). 2

Marketing quc t Cc cng ty quc t MNC- Multinational Corporation GC- Global Corporation S khc bit gia MNC v GC

Marketing quc t III. Cc giai on tham gia marketing quc t 3.1. Maketing nc ngoi khng trc tip Bn sn phm m ta c, bn hng cho cc cng ty TMXK hoc khch hng t n mua 3.2. Maketing nc ngoi khng thng xuyn Bn sn phm c ci tin, bn hng thng d 3.3. Maketing nc ngoi lin tc C s nghin cu mt cc lin tc bn sn phm hon ton i mi. SX thng xuyn nhng Sp bn ra NN, thng qua nhng trung gian, hoc lc lng bn hng ring 3.4. Maketing Quc t p ng s tho mn nhu cu ca tng quc gia khc nhau, trong tng giai on khx nhau. DN ch ng tm kim TT ton cu v bn Sp cho nhiu nc khc nhau 3.5. Marketing ton cu Tho mn nhu cu ca tt c cc quc gian. VD: Coca Cola IV. Bn cht marketing quc t 4.1 Bn cht cc loi hnh marketing a. Marketing ni a - Hot ng Marketing nhm vo mt th trng n nht - Nhm vo mt (h n nht) mi trng n nht - Khch hng n nht Chu s tc ng ca yu t nc ngoi nhng n cng ch l mt a ra mt chin lc Marketing ng nht. b. Marketing xut khu - Sn xut trong nc v xut khu - Chin lc Marketing khc bit cho tng th trng v mi th trng c mt mi trng khc nhau. Vit Nam ch yu l lm Marketing xut khu c. Marketing a quc gia - Sn xut trong nc v sn xut nc ngoi - Chin lc Marketing ng nht cho tng khu vc d. Marketing quc t - Sn xut trongn c v sn xut nc ngoi - Chin lc Marketing: + ng nht cho nhng quc gia nhng khu vc c im tng ng ging nhau + Khc bit cho nhng quc gia c nhng im khc nhau e. Marketing ton cu - Sn xut trong nc v sn xut nc ngoi - Marketing ng nht cho tt c cc quc gia Ty vo tng trng hp m h s dng loi hnh ny hay khc VD: Giai on tham gia th trng trong nc Marketing ni a i vi nhng sn phm mang tnh k thut cao Marketing ton cu_ laptop, PC, my nh.. Cn li nn s dng cc chin lc marketing khc L do tham gia Marketing quc t - Li thot cho nng lc sx d tha - Nhm mc ch bo tn th trng - Cc c vng ca nh lnh o - Trnh ri ro 4

Marketing quc t - Tm kim v ti nguyn - Tng chu k sng sp - M rng th trng - Tn dng h thng thu u i 4.2 nh ngha Marketing quc t Mkt quc t l qu trnh hoch nh v trin khi thit k sp hay DV, nh gi, phn phi v truyn thng cho Sp hay DV ra th trng nc ngoi nhm tha mn nhu cu, c mun ca c nhn, t chc nhng th trng khc nhau Mc ch: XKSP, LD, FDI, Franchise 4.3 Ni dung ca Marketing quc t - Phn tch TT v TT tim nng - Lp k hoch v pht trin cc SP/DV p ng nhu cu ca khch hng - nh gi bn sn phm - Phn phi sn phm - Thc hin cc chng trnh xuc tin, qung co - Thit k cc dch v h tr khch hng. 5. ngha v vai tr ca Marketing quc t 5.1 Nhng li ch - Gia tng li nhun - Tn dng cng sut ca Thit b, cng ngh - M rng th trng - Gim ri ro - Tm kim ti nguyn - Ko di chu k sng ca Sp - Tn dng HT thu u i - Hi nhp TT TG 5.2. Nhng bt li - Khc bit v mt: KT, Chnh tr, PL, - Khc bit v trnh pht trin - Cnh tranh gay gt - Chi ph cao, - Chnh sch thu - Ro cn phi quan thu - S bt n v chnh tr, KT, t nn tham nhng 5.3. Vai tr ca hot ng MQT - Gip doanh nghip tm ra c hi tt nht trn th trng Th gii - Gip doanh nghip b p c cc chi ph trong qu trnh nghin cu pht trin SP mi - Li th cnh tranh ngay trong th trng MT ca DN

Marketing quc t

CHNG 2: MI TRNG MARKETING QUC T I. Khi qu mi trng Marketing Quc t I.1 nh ngha Trong lng ngy hm nay c mn mng ca ngy mai Friedrich Von Schiller C hi Yu t kh bin De da Cc tc nhn (mang tnh hin ti, tn ti trong mi mi trng) Yu t kh bin C hi = nhn thc c + s thay i + k nng chuyn mn ph hp vi t.i + nng lc dn Cc xu hng (mang tnh tng lai) Mi e da Hot ng doanh nghip

Nghin cu mi trng Marketing quc t khng ch nghin cu hin ti m cn nghin cu tc ng trong tng lai. I.2 ngha nghin cu mi trng Marketing quc t - Mi quc gia c iu kin hon cnh c th khc nhau - Xc nh cc chin lc thch hp thm nhp TT quc t Tm ra mt th trng ph hp, gip hoch nh chin lc : thm nhp th trng I.3 Cc loi mi trng Marketing quc t - Mi trng vi m - Mi trng v m II. Mi trng v m trong Marketing quc t II.1Mi trng kinh t ti chnh Mi trng kinh t
+ GDP v GNP

Quy m th trng khng phi l nhu cu m l nhng nhu cu c kh nng thanh ton Nng nghip ? % GDP & GNP Cng nghip ?% Dch v ?% C cu GDP th hin trong tng quc gia mc , tm pht trin ca quc gia Mt quc gia ch c th giu v pht trin trn c s pht trin cc lnh vc cng nghip v dch v Nc ngho Trn TG chia ra ang pht trin c chia trn c cu GNP cho cc ngnh khng cng bng, khng bnh ng trong 6

Marketing quc t Pht trin + Tc pht trin kinh t Ngoi lc Tch ly vn ODA FDI Vin tr Mun tng trng Mc cho vay Di ngn Cam kt tiu dng ? ton cu ho

ng vn thc s vo VN Ni lc GDP - lm pht = ?+ tch ly Trnh cng ngh quc gia nng sut tng hp Quy nh pht trin ca quc gia GDP = 8.4% 2007 lm pht 12.6 % Vn u t nh th no nng sut tng hp l cao nht + Cn cn thanh ton