Lan & Associates CNG QT MARKETING QUC T Cu 1:nh ngha marketing quc t ?

t ? Lit k 7 yu t ko kim sot c trong l thuyt qun tr marketing quc t . nh Ngha: Marketing quc t c nh ngha nh l qu trnh hot ng kinh doanh c thit k lp k hoch, nh gi, xc tin, v iu khin lu lng hng ha v nhng dch v ca cng ty n khch hng hoc ngi tiu dng trn nhiu quc gia thu li nhun nhiu nht c th. 7 yu t ko kim sot c trong marketing quc t: i th cnh tranh, k thut cng ngh, kinh t, vn ho, chnh tr- php lut, a l c s h tng, c cu phn phi. Cu 2 :M t vn tt nhng giai on ca xu hng marketing quc t m 1 doanh nghip tri qua . Nhn chung , doanh nghip tri qua 5 xu hng trong nhng d nh quc t : Marketing nc ngoi khng trc tip: giai on ny cng ty khng ch ng thc hin chin lc mar ra nc ngoi m vic bn hng ra nc ngoi c th c thc hin thng qua nh phn phi ti nc s ti (h mua v bn li ra nc ngoi), khch hng nc ngoi mua thng qua h thng t hng qua mng. Xut khu: doanh nghip tm kim i tc kinh doanh nc ngoi, bn hng cho h h bn li cho khch hng nc ngoi. Doanh nghip k kim sot c gi bn th trng nc ngoi. Tm kim i tc lin doanh: hot ng mar c pht trin thm 1 bc na, tn dng c th mnh ca i tc lin doanh thm nhp vo th trng. DN c th kim sot c gi thnh, th trng sn phm. M vn phng i din bn hng: kim sot hon ton knh phn phi u ra sn phm.

Lan & Associates Mar ton cu: thay i cc chin lc ca cng ty thnh chin lc tp trung cho ton cu ha.Trng hp xy ra marketing ton cu khi lng hng bn ra chim tng doanh thu ca c cng ty;Coi th gii nh l 1 th trng ;Vic phn khc th trng ko cn hn ch gia bin gii mi quc gia m tp trung vo mc thu nhp, s lng ngi s dng sn phm v cc yu t khc vt qua khi bin gii . Cu 3: M t ngn gn nhng yu t chnh gia nhng nn vn ho khc nhau? (5 yu t chnh) Gi tr vn ho: bao gm cc ch s: ch s lin kt gia ci ti c nhn v ci chung ca tp th (IDV); Ch s lin quan gia chc v v quyn hn (PDI); ch s kh nng chp nhn ci mi (UAI); ch s gii tnh (MAS). L nghi: l nhng mu mc trong cch ng x c hc v lp li t i ny sang i khc nhng khc nhau gia cc quc gia khc nhau. Biu tng: ngh thut, phong tc tp qun, m nhc, kch, v v iu l nhng yu t nh hng n chin lc mar. Tuy nhin cc nh mar thng gp kh khn trong vn ngn ng chuyn ti t ng ca nc ny sang nc khc m vn gi nguyn vn ngha. Nim tin: xut pht t nim tin trong tn gio khc nhau gia cc nn vn ho. Vd nh phng Ty rt ght s 13. Qu trnh t duy: v t duy chu nh hng t cc gi tr vn ho, l nghi, nim tin nn n cng rt khc nhau gia cc nn v. ho. Tt c hng yu t trn s phn nh hnh vi mua hng, s thch, th hiu v mong mun ca khch hng v sn phm. Nh mar phi tm hiu k nhng yu t trn c chin lc mar ph hp. Cu 4: Lit k cc tiu chun thch ng i hi m nh qun l a quc gia nn hc. Thch ng l khi nim quan trng trong marketing quc t.

Lan & Associates thnh cng i vi nhng cc c nhn, doanh nghip hoc t chc nc ngoi, nhng nh qun tr nn bit : Chu ng, i mt nhng kh khn, gian kh. Mm do linh hot. Tng bc thm nhp, iu chnh ph hp Tun th ng lut (lut quc gia, lut khch hng, lut chnh doanh nghip ) Kh nng iu chnh nhp (tc ) To ra s li cun i vi nhm khch hng mi. Hiu bit v t nc To cho khch hng c nhu cu tiu dng sn phm ca mnh (Mc a thch) Thu ht c s tn trng. Kh nng phi hp t chc vo mi trng s ti. Cu 5: Tho lun nhng vn chnh m doanh nghip s dng lm gim thiu tnh nhy cm v nguy c chnh tr khi hot ng kinh doanh trn ton cu 1. Lin doanh (Joint Ventures) : cty nc ngoi lin doanh vi cty trong nc, thng thng l cty nh nc thun tin trong vic hiu r v p dng php lut nc s ti
2. M rng u t (Expanding the Investment Base): bao gm cc nh u t

v ngn hng c ti chnh mnh u t thm cc lnh vc khc gia tng v th ca mnh. c bit l ngn hng cho chnh ph nc s ti vay tin, ci thin mi quan h vi chnh ph rt nhiu. 3. Nhng quyn kinh doanh (Licensing): ngi nhng quyn ch kim sot t xa; k qun l cht lng. Ngi c nhng quyn phi m bo k lm tn hi n thng hiu ca cty nhng quyn.

Lan & Associates

4. K hoch quc hu ha tp trung (Planned Domestication) cty ng gp

xy dng cc d n c ngha cng ng nhm cng c lng tin ca chnh ph quc gia v cty s c nhn nhng u i t chnh ph.(b sung vn cc d n u t ca chnh ph to li th chnh tr cho cty mnh)
5. Chi ph chnh tr (Political Payoffs): chia s li nhun kinh t cho nh nc

c th thun li cho cc hot ng ca cng ty hoc nhm trnh ri ro. Cu 6: M t cc bc ch yu trong tin trnh nghin cu marketing quc t: 6 bc Bc 1: Xc nh vn cn nghin cu v thit lp mc tiu Bc 2: Tm kim cc ngun thng tin tha mn mc tiu ra Bc 3: Xc nh tng chi ph v li nhun ca n lc nghin cu Bc 4: Tp hp nhng d liu lin quan t ngun thng tin s cp v th cp Bc 5: Phn tch thng tin v tng hp tt c cc ngun thng tin c sn Bc 6: Chuyn thng tin n ngi c thm quyn Cu 7: Qu trnh lp k hoch cho th trng ton cu l g? Minh ha s n gin k hoch quc t cho mt cng ty a quc gia. Qu trnh lp k hoch cho th trng ton cu: B1: Phn tch v nh gi tng quan- nhm gn kt mc tiu pht trin ca cng ty vi quc gia cng ty ang c nh hng . B2: Gn kt cc t hp MKT vi th trng mc tiu + C s xut hin phn khc th trng s dng chin thut MKT khc bit khng?

Lan & Associates + Cc yu t vn ha no tc ng trc tip ln t hp MKT? + Tnh c khong chi ph c th chp nhn c B3: Pht trin k hoch ( tnh chi ph, gi thnh, d bo c kh nng khi no thu c li) B4: Thc hin v kim sot k hoch Minh ha s n gin k hoch quc t cho mt cng ty a quc gia: L 1 bng hng dn ln k hoch cho cng ty a quc gia t chc hot ng trong 1 vi quc gia. Gm 4 bc: Nhn thng tin t tng giai on, nghin cu th trng, c lng chng trnh thc hin. Bc 1 Phn tch nh gi tng quan nhm gn kt mc tiu pht trin ca cng ty vi quc gia m cng ty nh hng pht trin . Yu t mi trng, Ph hp vi yu c im ca cng ty, v cc tiu ch sng lc: + c im ca cng ty + Cc ro cn ca cu kt hp: 4 Ps + Gi + Chiu th + Sn phm + Knh phn phi Thc hin k hoch MKT: + P.tch li th + Mc tiu + Phng php thc hin v chin lc Thc hin, nh gi, v kim sot: + Mc tiu + Tiu chun + Phn cng trch nhim + o lng s Bc 2 Gn kt t hp mar vo t.trng mc tiu Bc 3 Pht trin k hoch mar khi c th thu li Bc 4 Thc hin v kim sot k hoch

Lan & Associates quc gia mnh + Cc ro cn ca quc gia cng ty s thm nhp + La chn phng thc xm nhp + Ngn sch + Chng trnh hnh ng thc hin + Sa cha li sai

Cu 8: nh ngha ngn gn nhng chin lc thm nhp th trng thay th cho 1 cng ty ton cu: C 4 chin lc chnh: Xut khu, tha thun hp tc, hp tc chin lc, u t trc tip Xut khu: Bao gm gin tip v trc tip Xut khu trc tip l bn sn phm cho ngi tiu dng nc ngoi Xut khu gin tip l bn sn phm cho ngi ngi mua hoc ngi phn phi trong nc m ngi ny s xk sn phm ca cng ty ra nc ngoi Tha thun hp tc: Tha thun hp tc thng lin quan n vic chuyn giao cng ngh, quy trnh, thng hiu, hoc k nng ngun nhn lc. Hp ng tha thun bao gm: + Nhng quyn thng hiu: chuyn ton b c cu vn hnh cho i tc s dng (i tc phi cam kt gi nguyn cht lng sn phm v dch v). Ngi nhng quyn qun l cht ch ngi c nhng quyn. + Nhng quyn kinh doanh: nhng tn kinh doanh. Ngi nhng quyn ch kim sot t xa m bo ngi c nhng quyn khng lm tn hi n thng hiu ca cng ty v khng qun l v cht lng.

Lan & Associates Hp tc chin lc: Hp tc chin lc pht trin quan trng trong vi thp k qua nh l mt chin lc cnh tranh trong qun tr MKT ton cu L hnh thc kinh doanh da trn nhiu i th nhm tha mn nhu cu ni chung v chia s ri ro t c mc ch kinh doanh. Hp tc chin lc nhm y mnh sn phm trn ton th trng ton cu Hp tc chin lc c thc hin nh mt cch hn ch cc im yu v tng th mnh cnh tranh. u t nc ngoi trc tip: L hnh thc m cng ty c th u t sn xut nc s ti nhm t bn ha sc lao ng, gim chi ph, trnh c nhng ro cn thu cao, gim chi ph cao ngt ca vic vn chuyn ti th trng. Cu 9: Th no l Green marketing v nhng chin lc lin quan ca n n vic pht trin sn phm? 1. Yu t hng u ca vic nhn thc mi v thn thin mi trng vi nhng quan im chung v s ng h ca lut php i vi sn phm v mar thn thin vi mi trng. 2. Green marketing l mt iu khon c s dng xc nh mi lin quan n nhn t mi trng ca nhng hot ng marketing khc nhau. 3. Thng thng, mt sn phm nh l mi trng thn thin th n l tnh nguyn, v s thnh cng ca mi trng da vo s la chn ca khch hng v sn phm ngha l khng c s p buc marketing phi thn thin vi mi trng. 4. mt s quc gia, mi mc ca dy chuyn phn phi sn phm c trch nhim ln v ti to sn phm hoc tiu hy hoc ti s dng c. Cu 10: Lit k nhng yu t ca sn phm thch nghi trong bi cnh tan cu. Nhiu chiu ca mt sn phm c phn chia thnh 3 yu t ring bit nh sau: 1. Cc yu t ct li 7

Lan & Associates Sn phm phi dng c Thit k sn phm c ng vi mong mun ca ngi tiu dng khng? Cc chc nng c ng dng ton b cho ngi tiu dng khng? Sn phm c vi phm php lut hay khng? 2. Yu t v bao b sn phm Nhn hiu Thng hiu Tnh php l Gi c Cht lng Bao b Kiu dng 3. Dch v km theo Sa cha v bo tr H tr lp t Cc hng dn Dch v km theo khc Giao nhn Bo hnh Dch v cc ph tng km theo Php lut 11. nh ngha thng hiu ton cu; tho lun mi tng quan gia xut x v thng hiu ton cu? Cho mt v d nh ngha: Mt thng hiu ton cu c nh ngha khi ton th gii s dng tn, iu khon, k hiu, biu tng (nhn thy c hoc k ), thit k, hay kt hp nhng 8

Lan & Associates ci li t nhn dng hng ha hoc dch v ca ngi bn v s khc bit ca chng so vi cc i th cnh tranh. Mt thng hiu thnh cng l ti sn v gi ca cng ty. Vd:CocaCola,.. Mi tng quan gia nc xut x v thng hiu ton cu Thng hiu c s dng nh l du hiu bn ngoi nhn bit mi v, thit k, trnh by, cht lng, gi tr v uy tn ca sn phm. C nhiu yu t nh hng n hnh nh thng hiu, trong yu t lin quan rt ln l nc xut x hng ho- ci m tc ng mnh m n nhn thc ca khch hng trn th trng v sn phm. Tc ng ca nc xut x c th c nh ngha gm bt k nh hng do quc gia sn xut, lp rp, thit k sn phm ln nhn thc tiu cc hay tch cc v sp . Khi khch hng nhn thc c nc xut x th c th ni s nh hng n hnh nh sn phm v thng hiu. Nc xut x, loi sn phm, hnh nh cng ty v thng hiu ca cng ty s tc ng qua li nh hng n phn ng ca khch hng. Vd: Nu khch hng bit sn phm xut x t Trung Quc c th nh hng k tt v cht lng cng nh hnh nh ca thng hiu . 12.nh ngha trin lm thng mi? Cc cng ty VN nn xem xt cc yu t no trc khi tham d mt trin lm quc t? nh ngha: Trin lm thng mi l mt phng tin truyn b quan trng nht cho vic bn sn phm, vn ti cc khch hng tng lai, tip xc v nh gi cc i l v knh phn phi tim nng v marketing trong hu ht cc quc gia. Trc khi tham gia mt trin lm thng mi ti cc th trng ton cu, mt cng ty Vit Nam phi xem xt v: Kinh t v hon cnh chnh tr, x hi ca nc s ti

Lan & Associates Chnh sch xut nhp khu Ngi tiu dng (s thch, nhu cu v sp, kh nng chi tr) C s vt cht ca ni t chc trin lm thng mi. Chi ph v cc li nhun km theo. Cu 13: M t ngn gn 4 knh phn phi nc ngoi? Knh phn phi s v l: H mua hng nhp khu, tch tr vo kho, ch i thi c, khi c gi l h bn. Vn phng i din ca nh sn xut ti nc ngoi: vn phng i din c nhim v truyn b hnh nh ca sn phm, v cty ti ngi tiu dng; tm kim i tc v knh phn phi; tm kim n t hng. Nu thnh cng vn phng i din s lm tng mt bao ph ca sn phm ln th trng rt ln. Cng ty mua bn sn phm xut nhp khu: n iu hnh kinh doanh ti th trng quc gia m bn ang nh hng bng bn hp ng c quyn vi cng ty m. Nh phn phi (s v l) hin c ti quc gia : thng c hp ng c quyn kinh doanh sn phm v mi lin h thn thit vi nh sn xut. y s l mi lm n lu di khi bn mun u t. Nh phn phi c n v phn phi nh l rng khp c kh nng chuyn ti sn phm trn th trng. Cu 14: Xc nh nhng yu t nh hng n vic la chn knh phn phi. Lit k 6C trong chin lc lc knh quc t. a) (1) Xc nh c nhm th trng mc tiu trong mi quc gia hoc trong nhm cc quc gia (nu khng bit th trng mc tiu -> khng bit c knh phn phi). (2) Xc nh r mc tiu ca chin lc marketing v cc yu t: s lng hng bn, li nhun, th phn s tip cn -> chn knh phn phi no.

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Lan & Associates (3) Xc nh r kh nng ti chnh v ngun nhn lc pht trin knh phn phi quc t. (4) Xc nh kh nng kim sot tnh phn cp cc knh phn phi => Chn nhm knh phn phi ph hp. b) 6 Cs: - Cost: Chi ph - Capital requirements: Yu cu vn - Control: Kim sot - Coverage: Mt bao ph th trng. - Character: c th - Continuity: Tnh lin tc Cu 15: M t qu trnh chn la knh phn phi quc t. Lit k vi k thut thc y knh phn phi lm vic hiu qu hn. Cho vd. chn la knh phn phi nn s dng nhng bc sau: B1: nh gi s b da trn cc tiu ch sau y: Uy tin tin cy, kha nng thanh toan tin Nhom thi phn ma cng ty a lam ri Chung loai hang hoa ma cng ty a xuc tin S lng cac ca hang Quy m ca tng ca hng. B2: Giai oan am phan tha thun v chi tit hp ng cung ky kt Vi k thut thc y knh phn phi: To mi quan h tt p gia cc knh phn phi. Cac phn thng tai chinh (hoa hng, c phn) 11

Lan & Associates Tng thng v tinh thn Knh thng tin lin lac: knh phn phi c th lin lc trc tip vs cty. H tr cacng ty Vd (cac phn thng tai chinh): cng ty honda thng tin cho cac ca hang do honda uy nhim co doanh s xe may honda ban ra cao nht trong nm (Tng t lm vd cho cc k thut cn li v yu cu give examples) Cu 16: Nu ngn gn 5 gii hn nhp khu khi vo M. Hn ngch: Nhiu quc gia nh thu gii hn trn s lng ca c th loi hng ho nhp khu trong thi k c bit. Giy php nhp khu: nhm iu chnh dng chy ca tin v s lng ca hng ho nhp khu c bit, cc quc gia thng yu cu giy php nhp khu. Tiu chun: Tiu chun sc kho, tiu chun an ton, v tiu chun cht lng sn phm l rt cn thit bo v cng ng tiu dng hng ho t nhp khu. S ty chay: l gii hn tuyt i chng li thng mi vi 1 quc gia no hoc sn phm c bit. Cu 17: Xc nh tng yu t ca truyn thng mar thng nht. Truyn thng tip th y bao gm: -Qung co:chc nng ca qung co l truyn t nhng phm cht ca hng ho, dch v tho mn nhu cu tiu dng, mong mun, ham mun, v kht vng, .. -Bn hng c nhn: l phng php trong ngi bn hng s dng cc k nng v k thut xy dng mi quan h c nhn nhm tng doanh s. - Bn hng khuyn mi: cc hot ng mar kch thch mua sm ca ngi tiu dng v ci thin tnh hiu qu nh bn l hoc trung gian

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Lan & Associates - Bn hng trc tip: dng knh bn hng c tc ng trc tip nh bn hng qua t, internet( email, web), bn hng qua tivi, radio hoc bn hng trc tip do nhn vin m trch. - Quan h cng chng: to ra mi quan h tt vi bo ch ph bin, vi cng ng bng nhng vic lm t thin, thn thin vi mi trng. Cc phng tin truyn thng gip cc cng ty thng bo cho cng chng (khch hng, cng chng ni chung, v quy tc ca chnh ph) nhm xy dng hnh tt p v cng ty trong lng cng chng. Cu 18: Xc nh cc bc cho qung co mar quc t. M t nhng hn ch chnh cho chin dch qung co khi thc hin nhng th trng khc nhau. C 7 bc: 1/Thc hin nghin cu th trng mc tiu : nh gi v nghin cu cc thng s th trng, l vic tng hp lin quan n vn ha, kinh t .. m cng ty mun bc vo quc gia . 2/Xc nh r mc tiu ca thng ip chnh trong mu qung co. 3/Pht trin thng ip qung co chnh ph hp vi phn khc th trng chn. 4/chn lc c phng tin qung co hiu qu nht 5/Thit lp v cn nhc mc chi ph ginh cho qung co. 6/Thc hin chin dch qung co. 7/nh gi tnh hiu qu ca chin dch qung co so vi mc tiu ra ban u. Nhng hn ch khi thc hin chin dch qung co cc q.gia khc nhau: 1/ S a dng v vn ha : tt c cc chin dch qung co v thng hiu sn phm thng c hiu theo nhiu ngha khc nhau cc nn vn ha khc nhau. V vy cc chin dch qung co i vo quc gia m mnh mun bc vo bt buc a ra s ph hp vn ha.

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Lan & Associates 2/Hn ch phng tin truyn thng : 1 s quc gia km pht trin, vic s dng phng tin qung co truyn thng nh sng radio, bo, tp ch, tivi, v tinh.. th rt l hn ch v vy vic s dng phng tin qung co ny th khng ph hp. 3/Hn ch v nng lc sn xut v chi ph: mt s th trng, chi ph qung co bng truyn thng cao s ngn cn vic qung co, mt s quc gia khc cht lng giy thp nn qung co bng tp ch l khng hiu qu. 4/ che ph th trng : hu ht cc quc gia cha pht trin th cc phng tin qung co nh tivi th cha c ph bin rng ri. 5/Thiu thng tin th trng chnh xc : iu ny gy kh khn cho cc chuyn vin marketing tip cn th trng th trng mc tiu. 6/Th tn trc tip : ngay c khi h thng th tn trc tip c hin hu i na th cng khng c hiu qu khi m ch s dn tr thp cn qu cao mt vi quc gia 7/ Internet : Qung co bng internet th tng nhanh, tuy nhin website trn ton th gii khng phi ph bin rng ri mt s quc gia ni my tnh dng nh l qu t mua 19. M t cc tiu ch la chn nhn vin mar v bn hng quc t: chn nhn s cho cc v tr tip th quc t c hiu qu, qun l phi chn c nhn c nhng c im sau y: 1. s trng thnh, chn chn: suy ngh v hnh ng hiu qu, cn thn. 2. s n nh v tnh cm: c th iu khin cm xc ca mnh. 3. rng kin thc: c kin thc nn tng v tri thc, v quc gia v sp tht tt. 4. Tnh linh hot: ng ph tnh hot nhanh nhn v khn ngoan. 5. s ng cm vn ha: s nhn thc su sc v vn ho ca quc gia ang hng ti. iu ny cc k cn thit nhn vin chuyn ti sp ca mnh ph hp vi vhoa qgia . 6. Nhit huyt: c ti k vn cha m phi c lng am m cng vic, cng hin sc mnh cho mc tiu chung ca cng ty. 14

Lan & Associates 7. Thch du lch: ra nc ngoi m rng kin thc v thch ng vi cc mi trng .

20.. M t cc k nng vn ha pht trin nhn thc vn ha cho ngi bn hng quc t
tn trng vic chuyn ti nhng thng tin bng li ni hay khng bng li ni cng nh th hin s quan tm chn thnh nht n quc gia m bn chn. chp nhn nhng vic m h v i mt vi nhng d bit v vn ha v s tht vng thng xy ra khi gp phi nhng tnh hung thay i vn ha v nhng tnh hung khng ph hp vi nhn thc ca mi c nhn. By t s ng cm thng qua vic hiu bit nhu cu ca mi ngi xung quanh cng nh khc bit v quan im sng. Khng nhn nh ph phn hnh vi ca mi ngi c bit l nhng tiu chun gi tr ring ca tng nhm vn ha khc nhau. Nhn ra v iu khin nhng t duy nhn xt ca c nhn l nhn ra c gi tr v c th ca tng nhm vn ha nh hng trc tip n nhn thc kh nng nh gi, nhn xt trong nhng tnh hung nht nh.
Lun lun duy tr s lc quan yu i khi c s tht vng hay s vic khng i theo m mnh mong mun. Cu 21: Cung cp nhng l do thc hin nhp khu song song v tc ng chnh ca n.

Hoat ng nhp khu song song ( thi trng xam ) : la vic nha NK mua san phm t nha san xut t 1 quc gia nao o va ban lai san phm o quc gia khac vi

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Lan & Associates gia chnh lch, c bit nha phn phi thi trng mi ko phai la knh phn phi cua nha san xut quc gia ban u. Kha nng cua cac thi trng song song nay sinh khi co s khc bit v gia, s khc bit v gia nay phai ln hn chi phi vn chuyn hang hoa gia cac quc gia. iu o tao ra kha nng cho cac nha phn phi trung gian t mua san phm quc gia ma co gia rt re va chuyn san phm n quc gia khac co gia san phm cao hn hn co li nhun. S phn phi c quyn, mt hinh thc thng c s dung bi cac cng ty nhm bao v mc li nhun cao, khuyn khich cac nha ban le tr lng hang hoa ln, hoc bao v hinh anh cht lng c quyn cua 1 san phm, co th tao ra iu kin thun li cho hoat ng NK song song. Hoat ng NK song song co th la cac iu khoan bt li cho cac san phm a ng ky thng hiu Nhng khach hang ngi ma ko bit thi co th mua phai nhng hang hoa Nk trai phep, ko co bao am cht lng hang hoa ho a mua, ko co h tr bao hanh, dich vu uy quyn hoc b phn thay th. Cu 22: nh ngha cc cch tip cn chnh trong nh gi quc t. nh gi trn ton b chi ph: gi c nh da trn tng chi ph c nh v bin i. nh gi trn chi ph bin i:doanh nghip quan tm ti doanh s bn hng nc ngoi nh tin thng bn hng v tha nhn rng bt k li nhun trn chi ph bin i ca knh phn phi u c xy dng cho li nhun thun. nh gi ht vng: y l cch tip cn c s dng t ti 1 phn khc th trng c mi lin h vi hng ho k nhy cm gi v v vy khch hng sn sng tr mt phn gi tin thng cho sn phm. nh gi thm nhp: c s dng khuyn khch s tng trng th trng v ginh c th phn th trng bng s thn trng gim gi.

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Lan & Associates Cu 23: M t nhng yu t dn ti s leo thang hng ho v vi gii php lm gim bt s leo thang hng ho. Nhng yu t dn ti s leo thang hng ho: Chi ph xut khu: Gi c nng ln bi chi ph vn chuyn, bo him, ng gi, thu, dng knh phn phi lu hn d nh, thu c bit, chi ph hnh chnh, v bin ng t gi. Cc khon thu, thu quan, v chi ph hnh chnh: kt qu ca nhng chi ph ny lm gi c cao hn, ci m ngi tiu dng phi chu. Lm pht: Lm pht gy leo thang gi v ngi tiu dng phi i mt vi gi c tng cao lm cho mt s ngi tiu dng k cn kh nng mua. Chi ph vn chuyn v knh phn phi trung gian: dng knh phn phi thi gian di, thc hin chc nng tip th v li nhun cao hn c th gy tng gi. T l bin ng t gi v gi tr tin t khc nhau: gi tr tin t bin ng so vi cc ng tin khc hng ngy, c th lm cho sn phm phi tng gi. Gii php: Gim chi ph hng ho: Cc cng ty c th gim chi ph bng cch loi b tnh nng tn km trong cc sn phm hoc bng cch sn xut sn phm trong nc c gi nhn cng r hn. Gim thu: Cc doanh nghip c th gim gi bng cch phn loi sn phm trong nhm sp c mc thu thp hn. Gim chi ph phn phi: cc doanh nghip c th thit k kh phn phi trong nhn hn, c t knh phn phi trung gian hn, v gim bt hoc loi tr s tng gi ca nh phn phi trung gian. S dng cc khu thng mi nc ngoi: Cc cng ty c th sn xut cc sn phm trong khu thng mi t do, ni cc u i c cung cp l loi b cc loi thu a phng, iu ny s gi gi xung. 17

Lan & Associates Cu 24: M t nhng bc chnh lm cho vic m phn kinh doanh quc t hiu qu hn. Lit k tiu chun chn ngi m phn thnh cng. 4 bc chnh: Chn nhm m phn thch hp Qun l s b: tp luyn, chun b, li ko sp t m phn. Qun l qu trnh m phn ci m xy ra ti bn m phn. S tng thch gia th tc kinh doanh v thc tin. Tiu chun: s chn chn, trng thnh; n nh cm xc; kin thc su rng; lc quan; linh hot; ng cm; sc chu ng; sn sng s h tr ca i nhm; lng nghe; nh hng t c quan ch huy. Cu 25: Lit k cc yu t v nhng vn c th xy ra m nh m phn c th chun b trc: 6 yu t: nh gi tnh hnh v con ngi; xc nhn s tht trong m phn; ngh s; nhng tho thun m phn thay th tt nht; chi lc nhng b; phn cng cho nhm. 7 vn : a im; dn xp tin nghi; s lng tham gia; c to (truyn thng; i th; bn lm n); knh thng tin; gii hn v thi gian.

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