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CNG CHI TIT MN MARKETING QUC T CHNG I: KHI QUT CHUNG V MARKETING QUC T V T CHC CNG TY KINH DOANH QUC T I. Tng quan v Marketing 1. Khi nim marketing 2. Bn cht ca marketing 3. Cc khi nim c bn (nhu cu, c mun, lng cu, sn phm, trao i, giao dch,) 4. Chc nng v mc tiu 5. Marketing b phn v Marketing hn hp 6. Qu trnh pht trin ca Marketing 7. Trit l marketing II. Khi nim v c trng ca Marketing quc t 1. Khi nim marketing quc t 2. Phn loi Marketing quc t 3. Quy trnh hot ng ca Marketing quc t (IPAC) 4. Vai tr ca Marketing quc t 5. Cc yu t ra i marketing quc t III. T chc cng ty kinh doanh quc t 1. nh ngha cng ty kinh doanh quc t 2. Phn loi cng ty 3. M hnh t chc cng ty kinh doanh quc t 4. M hnh c cu t chc qun l b phn Marketing quc t CHNG II: MI TRNG MARKETING QUC T I. Khi qut chung v mi trng Marketing quc t 1. nh ngha 2. Phn loi + Mi trng bn trong v mi trng bn ngoi doanh nghip + Mi trng vi m v mi trng v m + Mi trng quc gia v mi trng quc t 3. ngha ca vic nghin cu mi trng Marketing quc t. 4. Mi quan h gia cc yu t mi trng trong marketing quc t II. Cc yu t mi trng bn trong 1. Mi trng ti chnh doanh nghip
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2. Mi trng nhn s. 3. Mi trng cng ngh. 4. Mi trng vn ho doanh nghip III. Cc yu t mi trng bn ngoi 1. Mi trng kinh t 2. Mi trng chnh tr - php lut 3. Mi trng t nhin (mi trng a l kh hu)
III. Quy trnh nghin cu th trng quc t Quy trnh 6 bc trong sch Nguyn l marketing,
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Tp trung vo cc phng php nghin cu th trng quc t IV. Phn on th trng 1. Khi nim 2. S cn thit phi phn on th trng 3. Cc cn c phn on th trng V. La chn th trng mc tiu 1. nh ngha 2. Cc iu kin la chn th trng mc tiu - Th trng c nhu cu - Doanh nghip c kh nng p ng nhu cu - C kh nng cnh tranh trn th trng - .. (SGK Nguyn l marketing) 3. Cc phng n la chn th trng mc tiu - Tp trung 1 phn on th trng duy nht - Chuyn mn ha theo sn phm - Chuyn mn ha theo th trng - Chuyn mn ha tuyn chn - La chn th trng tng th CHNG IV: K HOCH HO CHIN LC MARKETING QUC T V PHNG PHP THM NHP TH TRNG TH GII I. Khi qut v k hoch ho chin lc Marketing quc t 1. Khi nim v phn loi 2. Cc loi k hoch ha 3. Vai tr ca k hoch ho chin lc Marketing 4. Ni dung ca k hoch ho II. C s k hoch ho chin lc Marketing 1. Mi trng bn trong 2. Mi trng bn ngoi 3. Ma trn SWOT III. Trnh t k hoch ho marketing quc t 1. Thu thp thng tin th trng quc t - Xc nh cc thng tin cn thu thp - Xc nh th trng
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- Xc nh mc , phm vi th trng thm nhp - D kin phng thc thm nhp th trng quc t. 2. Xy dng k hoch ha - Xc nh mc tiu ca k hoch ha - La chn th trng mc tiu - La chn n v kinh doanh chin lc (BCG) - Thit k chin lc marketing tng th (Marketing khng phn bit, marketing phn bit, marketing tp trung) - Thit k h thng marketing mix, chin thut marketing, chng trnh hnh ng 3. T chc thc hin k hoch - T chc lc lng thc hin - La chn i tc - T chc phn cng thc hin k hoch 4. Kim tra Ch : gip sinh vin thit lp b h s v th trng xut khu. IV. Cc phng thc thm nhp th trng quc t 1. Xut khu hng ha 2. u t sn xut 3. Lin doanh 4. Chuyn giao cng ngh 5. Nhng quyn thng mi 6. CHNG V: CHIN LC SN PHM QUC T I. Khi qut v sn phm v phn loi sn phm 1. Khi nim 2. Cu to 3. Phn loi 4. Mc tiu ca chin lc sn phm II. Vng i sn phm quc gia v vng i sn phm quc t 1. Khi nim vng i sn phm 2. Vng i sn phm quc gia 3. Vng i sn phm quc t 4. ngha ca vic nghin cu vng i sn phm quc t
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III. Chin lc pht trin sn phm 1. nh v sn phm quc t 2. Cc chin lc lin kt sn phm th trng 3. Qun l danh mc sn phm 4. Chin lc loi b sn phm li thi 5. Chin lc pht trin sn phm mi IV. Bao b v nhn hiu sn phm quc t 1. Bao b sn phm quc t 2. Nhn hiu sn phm quc t CHNG 6: CHIN LC GI QUC T I. Mc tiu ca chin lc gi quc t 1. Khi nim gi quc t v cc vn cn lu 2. Mc tiu ca chin lc gi quc t II. Cc yu t nh gi quc t 1. Chi ph 2. im ho vn 3. H s co gin cu gi 4. Yu t tm l 5. Cc cn c nh gi khc: nh gi theo vng i sn phm, nh gi theo iu kin giao hng, gi theo i th cnh tranh . III. Cc loi gi quc t 1. Gi quc t 2. Gi u gi 3. Gi u thu 4. Gi yt bng s giao dch 5. Gi tham kho 6. Gi trong cc hp ng k kt thc t IV. Chin lc gi quc t: 1. Chin lc gi ht vng 2. Chin lc gi tn cng 3. Chin lc tng, gim gi 4. Mt s chin lc gi khc
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CHNG 7: CHIN LC PHN PHI QUC T I. Tng quan v h thng phn phi quc t 1. Mc ch 2. Yu cu 3. Chc nng II. Phng thc phn phi v knh phn phi quc t 1. Phng thc phn phi 2. Knh phn phi quc gia v knh phn phi quc t III. Cc trung gian trong phn phi hng ha quc t 1. Nh bun (cc loi hnh phn phi bn bun v bn l: siu th, i siu th, chui ca hng tin li, ca hng ng gi ) 2. i l (i l mua, i l bn, i l c quyn, ) 3. Mi gii IV. Chin lc phn phi quc t 1. Chin lc phn phi c quyn 2. Chin lc phn phi chon lc 3. Chin lc phn phi tp trung V. Logistics v qun l knh phn phi quc t
CHNG 8: CHIN LC XC TIN TRONG MARKETING QUC T I. Khi qut chung v chin lc xc tin 1. nh ngha 2. Mc tiu 3. Cc chin lc xc tin II. Cc hot ng xc tin quc t 1. Qung co 2. Quan h cng chng 3. Hi ch trin lm 4. Bn hng c nhn 5. Vn minh thng mi 6. Xc tin bn hng