Môn học: QUẢN TRỊ MARKETING · PDF fileMôn học: QUẢN TRỊ MARKETING MBA, Nguyen Thi Thu Hong TRƯỜNG ĐẠI HỌC CÔNG NGHIỆP THỰC PHẨM TP.HCM 1/3/2013 1 Email:[email protected]

Mn hc:
QUN TR MARKETING
MBA, Nguyen Thi Thu Hong
TRNG I HC CNG NGHIP THC PHM TP.HCM
1/3/2013 1 Email:[email protected]; Tel: 0918131321

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PHNG PHP LM VIC CA CHNG TA
PHA GiNG VIN:
Khi qut nhng vn ct li
Cung cp mt s tnh hung tho lun
PHA LP:
c ti liu trc
Cng tho lun tnh hung gii quyt vn
Email:[email protected]; Tel: 0918131321

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NI DUNG C BN CA QUN TR MARKETING
Chng 1: Tng quan v qun tr marketing
Chng 3: Phn tch c hi th trng
Chng 3: La chn th trng mc tiu
Chng 4: Thit k chin lc marketing Mix
Chng 5: Hoch nh chng trnh Marketing
Chng 6: T chc thc hin v kim tra marketing
Chuyn : Cc quyt nh v qun tr 4P
Sinh vin t nghin cu nhng ni
dung cn li ca qun tr marketing
Email:[email protected]; Tel:
0918131321

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TI LIU
Ti liu hc tp
Sch, gio trnh chnh:
[1]Gio trnh qun tr marketing, Trng
H Cng Nghip TP HCM
Ti liu tham kho:
[2] Gio trnh qun tr marketing,
Trng H Kinh t TP. HCM.
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Chng 1: TNG QUAN V QUN TR MARKETING
I. Cc khi nim c bn ca marketing
II. Qun tr Marketing
III. Qu trnh qun tr Marketing
IV. Bn cht v ni dung ca Marketing
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Sau chng ny cn nm c nhng ni
dung chnh sau:
Mt s khi nim c bn ca marketing;
Bn cht Marketing;
Vai tr v v tr, chc nng ca Marketing
trong doanh nghip;
Cc quan im v qun tr Marketing
Nhng vn c bn trong : Qun tr
Marketing
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C s khoa hc ca Marketing
S ra i ca Marketing Marketing xut hin gn lin vi Trao i hng
ha nhng khng xut hin ng thi vi T
hng ha.
Hng i Hng
Hng i Tin
Dch v i Tin
Mun i tc gdch vi mnh
c li hn ngi khc
Mun lm hi lng i tc
Tin Marketing
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S ra i ca Marketing
Sn xut pht trin
i CN c kh pht
trin
SX pht trin
Cung > cu & khong
cch NSX NTD
Cnh tranh gia
ngi bn
Nh KD tm ra cc
gii php tiu th
Kch thch tiu th - du hiu
Marketing
Marketing: Ncu SP-SX-BH- HM
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Xu th pht trin ca Marketing
Trong chnh tr
Gs John Quelch cho
rng: cc cng dn khng
phi l nhng c tri, nh
ti tr
Xem h l nhng
khch hng
1/3/2013 9
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X hi
Marketing x hi: l vic s dng cc nguyn
l v k thut tip th gy nh hng n i
tng mc tiu h chp nhn, khc t,
thay i hay loi b mt cch t nguyn
hnh vi no , m iu c ch cho cc c
nhn, nhm ngi hoc ton x hi
Philip Kotler
1/3/2013 10
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Tn gio: truyn gio;
Marketing pht trin nhiu chuyn
ngnh mi: Marketing x hi, Marketing vi
m, Marketing v m, Marketing cng cng,
Marketing nh ch
.
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Marketing: mn khoa hc & ngh
hp dn c tha nhn l mn khoa hc v
ngh nghip hp dn ca th k 21:
Mt x nghip c th khng cn tin vn, khng c vn phng, thm ch khng c gim c hay ng ch, cng
khng cn thu mn nhn vin, nhng cng tc
marketing khng th khng c- Mai Thanh Ho,
marketing trong th k 21,tr6, 2002)
iu c bit l mt Gim c Marketing rt d tr thnh nh qun tr, ngc li,
nh qun tr khng d tr thnh mt nh
marketing gii.
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Xu th pht trin ca Marketing trong
lnh vc kinh doanh trong nm 2010:
Nm 2010 tr li y:
S pht trin ngy cng nhanh ca
cng ngh thng tin: internet,
Xu hng hiu qu truyn thng qua
cc phng tin truyn thng i tr
(Tivi, radio, newspaper) gim,
Xu hng c nhn ha ngy cng
tng th dch v Datapost c coi l
mt xu hng s pht trin v c
u chung trong nm 2010.
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CC KHI NIM
Marketing l qu trnh tm hiu v tha
mn nhu cu ca th trng, l lm vic
vi th trng bin nhng trao i tim
nng thnh hin thc nhm tha mn nhu
cu v mong mun ca con ngi.
Marketing l g ?
Marketing l qu trnh lm vic vi th trng thc hin
cc cuc trao i nhm tha mn nhng: nhu cu&
mong mun ca con ngi. Cng c th hiu: mar l 1
dng hot ng ca con ngi (bao gm c t chc)
nhm tha mn cc nhu cu& mong mun thng qua trao
i.
Philip Kotler
Email:[email protected]; Tel: 0918131321

Marketing l g?
Nhm tng Mar vi vic cho hng,
bn hng v kch thch tiu th, nhng
thc ra:
Tiu th v bn hng ch l mt phn trong
cc khu ca hot ng marketing, li
khng phi khu quan trng nht.
Trong 4 ch P ca marketing Mix th vic
bn hng, kch thch tiu th ch l 1 ch P.
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Nhng khi nim ct li ca Marketing
Nhu cu, mong mun
Gi tr, chi ph v s tha mn
Trao i v giao dch
Th trng
Marketing v
ngi lm Marketing
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1/3/
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3
Nhu cu v mong mun
Nhu cu : Nhu cu l cm gic
thiu ht mt ci g m con
ngi cm nhn c. Trng thi thc thiu ht c th pht sinh do: i
hi sinh l, mi trng giao tip x hi
hoc do c nhn con ngi v vn tri thc
v s t th hin: n, , mc, ng, ngh
Nhu cu t nhin c hnh
thnh l do trng thi thc
ca ngi ta v vic thy thiu
mt ci g phc v cho
bn thn
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Cc loi nhu cu
Nhu cu t nhin
Nhu cu c th
Nhu cu c
kh nng thanh ton
Quyt nh mua hng
Cc sn phm
la chn sn c
Thu nhp
Tnh trng
thiu thn
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5 cp ca nhu cu:Maslow
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Nhu cu sinh l
n cho no
Ung cho kht
Mc cho m
Hot ng cho
V.v...
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Nhu cu an ton (safety)
Cn c cm gic yn tm v an ton
thn th, vic lm, gia nh, sc khe,
ti sn c m bo
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Nhu cu x hi
Mun c trong mt nhm cng
ng no , mun c gia nh yn
m, bn b thn hu tin cy
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Nhu cu a v x hi (esteem)
Nhu cu c qu trng, knh mn
(esteem) - cn c cm gic c tn
trng, kinh mn, c tin tng,..
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Nhu cu th hin (self-actualization)
Nhu cu v t th hin bn thn:
mun sng to, c th hin kh
nng, th hin bn thn, trnh din
mnh, c c v c cng nhn l
thnh t
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Mong mun: Mong mun l s ao c c c nhng
th c th tho mn nhu cu.
Ph
cm
Bnh m
Mong mun Nhu cu
N I
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Mong mun:
Mong mun l nhu cu t nhin c dng
c th i hi c p ng li bng mt
hnh thc c th ph hp vi trnh , vn
ha v tnh cch c nhn ca con
ngi.(n,ung: ng Vit ung caf c,
c: long, thm; ngi Vit: n zn ><
u: n mm; Ngi Hn quc sng sm
ung nc hoa qu p; TQ: tr);
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Nhu cu c kh nng thanh
ton (demand): Nhu cu c kh nng thanh ton:
K/n: L nhu cu t nhin v mong mun ph hp
vi kh nng mua sm.
i vi mi nhm khch hng mc tiu vi c
im v kh nng thanh ton khc nhau nh kinh
doanh nn cn nhc ti vn ny khi sn xut v
nh gi sn phm. Trnh trng hp chi ph b
y ln qu cao khin nhu cu t nhin v mong
mun khng th c tha mn. (trao i khng
c thc hin).
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Gi tr Gi tr i vi khch hng: l
s nh gi ca KH v kh
nng tho mn nhng nhu
cu ca sn phm.
M hnh li ch
dnh cho KH
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Gi tr sn phm nm
u?
Trong suy ngh
ca khch hng
Con ngi khc nhau vi cc nhu
cu, mong mun v s thch khc
nhau. V vy gi tr ca sn phm
khc nhau.
Li ch
Khch hng mua g?
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S tha mn
Khi nim:
S tha mn l mc trng thi cm
gic ca ngi tiu dng bt ngun t
vic so snh kt qu thu c do t

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Môn học: QUẢN TRỊ MARKETING · PDF fileMôn học: QUẢN TRỊ MARKETING MBA, Nguyen Thi Thu Hong TRƯỜNG ĐẠI HỌC CÔNG NGHIỆP THỰC PHẨM TP.HCM 1/3/2013 1 Email:[email protected]