Slides Marketing Quốc tế

8/13/2019 Slides Marketing Quc t

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Bi ging

Marketing quc tChuyn 1: Gii thiu v marketing v mi trng marketing

Ging vin : Phm Vn Chin

Trng i hc Ngoi thng

Chuyn 1: Gii thiu v marketing v mi trng marketing

Mc tiu vchc nng ca marketing

Qu trnh pht trin ca marketing

Khi nim marketing

Mi trng marketing

Mc tiu Chuyn 1

Nm vng khi nim marketing, cc khinim lin quan, vai tr, mc tiu v qutrnh pht trin ca marketing.

Tm hiu cc yu tnh hng n hotng marketing ca doanh nghip.

I- Khi nim marketing

nh ngha marketing1

Bn cht ca marketing2

Cc khi nim cbn trong marketing3

1. nh ngha marketing

nh ngha 1(Hip hi marketing M AMA, 1960)

Marketing l hot ng ca doanh nghipnhm hng cc lung hng ha tngisn xut n ngi tiu dng.

Gii hn:Trong tiu thsn phm.



Marketing l qu trnh ln k hoch, trinkhai vic thc hin khoch, xc nh snphm, gi c, xc tin, truyn b tng,phn phi hng ha, cung cp dch vhng ti trao i nhm tha m n mc tiuca cc c nhn v cc t chc.


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Marketing l qu trnh lnk hoch, trin khai victhc hin k hoch, xcnh sn phm, gi c, xctin, truyn b tng,phn phi hng ha, cungcp dch v hng ti t raoi nhm tha mn mctiu ca cc c nhn vcc t chc.

Khi nim sn phm c mrng

Hng ha, Dch v, tng

Bao trm ton bhot ng

- Xc nh sn phm

- Xc nh gi

- Phn phi

- Xc tin


nh ngha 3(Gio s M Philip Kotler)

Marketing l mt

dng hot ng ca

con ngi nhm tha

mn nhng nhu cu

v mong mun thng

qua trao i.


nh ngha 3(Gio s M Philip Kotler)

Marketing l mtdng hotng cacon ngi nhmtha mn nhng

nhu cu v mongmun thng quatraoi.

Khng gii hn lnh vc p dng

Kinh doanh, Chnh tr, Quc phng, Gio dc...

Nhn mnh vic nghin cu nhu cu ca

con ngi trc khi sn xut (Quan im marketing hin i)


Tm li, marketing l tng th cc hotng ca doanh nghip hng ti thamn, gi m nhng nhu cu ca ngitiu dng trn th trng t c cc

mc tiu kinh doanh ca mnh.

2. Bn cht ca marketing

Bn cht 1

Marketing c phm

vi hot ng rt

rng, l mt qu

trnh lin tc c

im bt u

nhng khng c

im kt thc.

Marketing bt ubng vic nghincu th trng,pht hin nhu cuv cung cp snphm tha mnnhng nhu cu .


Bn cht 2

Marketing gip

doanh nghip

theo ui li

nhun ti u ch

khng phi li

nhun ti a.

Li nhun ti u:L mc li nhuncao nht t ctrong khi vn thomn cc mc tiukinh doanh khc.


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Bn cht 3

Marketing l s

tc ng tng h

gia hai mt ca

mt qu trnh

thng nht.

- Tha mn nhucu hin ti.

- Gi m nhu cutim nng


Bn cht 4

Marketing cung

cp ci th trng

cn ch khng

phi cung cp ci

m doanh nghip

sn c.

- Tp trung vonhu cu ca ngimua.

3. Cc khi nim c bn trong marketing

Thtrng

Lngcu

Snphm

Traoi

Nhucu

Giaodch

cmun

3.1 Nhu cu (Needs)

Nhu cu l g?

Theo Philip Kotler:

Nhu cu l cm gic thiu ht mt ci gi

m con ngi cm nhn c.

Nhu cu l kh nm bt, vic nghin cunhu cu cng kh kh khn.

3.1 Nhu cu (Needs)

Nhu cu hin ti

L nhu cu thit yu v ang c p

ng trong hin ti

Nhu cu

Nhu cu tim tng

Phn loi nhu cu

xut hin

Xut hin rinhng do

nhiu nguynnhn m chac p ng

Cha xut hin

Bn thn ngitiu dng cngcha bit n

3.1 Nhu cu (Needs)

M hnh thp nhu cu ca Maslow

T khng nh

c tn trng

Tnh cm x hi

An ton

Tm sinh l

55

44

33

22

11


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3.1 Nhu cu (Needs)

Kt lun: Hc thuyt nhu cu ca Maslow

Nhu cu ca con ngi pht trin tthp n cao,tn gin n phc tp.

Khi cc nhu cu c bn c tha mn, th miny sinh cc nhu cu cp bcca o hn.

S phn nh nhu cu vo cc cp bc cn tythuc vo bi cnh x hi.

Mc tha mn nhu cu ca mi ngi l khcnhau.

3.2 c mun (Wants)

c mun l g?Theo Philip Kotler:

c mun l mt nhu cu c dng c th,tng ng vi trnh vn ha v nhn cch ca

c th.

Khi con ngi gn nhu cu vi mt snphm c th,khi ngi ta c c mun

3.2 c mun (Wants)

Nhu cu a dng c mun cnga dng hn.

Cc yu t nh hng n c mun:

Vn ho

C tnh ngi tiu dng

Trnh ca ngi tiu dng

Thi quen tiu dng

3.3 Lng cu (Demands)

Lng cu l g?

Lng cu l cmun b gii hn bi

kh nng thanh ton.

Lng cu

Nhu cu

c mun

3. Cc khi nim c bn 3.4 Sn phm (Products)

Sn phm l g?

Sn phm l tt c nhng gc th tha mnc nhu cu ca ngi tiu dng.

Khng ch gii hn trong vt th vt cht

- Sn phm hu hnh

- Sn phm v hnh


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3.4 Sn phm (Products)

Cc mc tha mn nhu cu ca sn phm

Tha mn hon ton

Sn phm

Nhu cu

Khng tha mn

Sn phm

Nhu cu

Tha mn mt phn

Sn phm

Nhu cu

3.5 Trao i (Exchange)

Khi nimTrao i l hnh vi nhn c mt ci g v

cung cp mt vt g thay th.

Trao i l c s tn ti ca marketing

Marketing ch tn ti khi m con ngiquyt nh p ng nhu cu ca mnhthng qua trao i.


1

T bo m

2

n xin

3

Chim ot

4

Trao i


iu kin trao i

1. t nht phi c hai bn.

2. Mi bn phi c mt th g c gi tri vibn kia.

3. Mi bn phi c kh nng thc hin vic luthng v cung cp hng ha ca mnh.

4. Mi bn phi hon ton c t do trong vicchp nhn hay khc t li ngh ca bn kia.

5. Mi bn phi tin tng vo tnh hp l hay hp mun trong vic quan h vi pha bn kia.

3.6 Giao dch (Transaction)

Khi nim

Giao dch l mt cuc trao i nhng vt c gitr gia hai bn.

Giao dch l n v o lng c bn catrao i.

3.6 Giao dch (Transaction)

iu kin c giao dch

1. t nht phi c hai vt c gi tr.

2. Nhng iu kin giao dch c tha thun.

3. Thi gian giao dch c n nh.

4. a im thc hin giao dch c tha thun.


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3.7 Th trng (Market)

Khi nimTh trng l ni c nhng nhu cu cn c

p ng.

Thitrng khng nht thit phi l mta im c th.

II- Qu trnh pht trin ca marketing

Thin tng n khoa hc1

Marketing truyn thng v marketing hin i2

Cc quan im kinh doanh trong marketing3

Trit l marketing4

1. T hin tng n khoa hc

1905

1908

1928

1970

Tchc marketingthng mi u tinc thnh lp M

Mn marketing lnu tin c avo ging dy trn

thgii(Harvard University)

Pht trin sangcc nc XHCN

Hip hi marketing vaqung co cthnh lp ti M, itn thnh AMA 1973

2. Marketing truyn thng v marketing hin i

Xt v ni dung thut ng marketing:

Truyn thng: C tnh cht chc nng tiu th.

Hin i: Mang tnh cht trit l kinh doanh.


Marketing truyn thngu Th k 20 Cui nhng nm 1950

Mc tiu: Tiu thbt kloi sn phm no m

doanh nghip c khnng sn xut.

Khi thtrng bo ha: Khng cn ph hp

Mt cn i cung cu Khng hong tha

1929-1933, 1937-1938, 1953-1954, 1957-1958


Marketing hin iu nhng nm 1960

Marketing hin i l tt ccc hot ng ca doanhnghip, cc hot ng ny phi da trn cshiubit v lng cu ca ngi tiu dng, v s thayi ca n trong tng lai gn v xa.

Mc tiu: Pht hin ra nhng nhu cu cha cp ng vnh hng sn xut vo vic p ngnhng nhu cu.


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Nh vy, thay v tm mt (1) tiuth mt (2), by gi cn phi to ramt (3) cho mt (4) cnghin cu trc. chnh l qu trnhpht trin t marketing truyn thng nmarketing hin i.

Sn xut

nhiu hn

Sn xut

tt hn

Sn xuttheo nhu cu

th trng

3. Cc quan im kinh doanh trong marketing

ConceptConcept

55

22

44

33

11Productionconcept

Societal marketing concept

Marketingconcept

Productconcept

Sellingconcept

3.1 Quan im hon thin sn xut

Quan im

Quan im hon thin sn xut khng nh rngngi tiu dng s c thin cm vi nhng snphm c bn rng ri v gi c phi chng, vthm doanh nghip phi tp trung n lc vohon thin sn xut v nng cao hiu qu ca h

thng phn phi.


SN PHM

By bnrng ri

NGI TIU DNG

DOANH NGHIP

Nng cao

hiu quphn phi

Gi cphi chng

Hon thinsn xut


Kt qu ca quan im honthin sn xut

Tnh hung 1: CU > CUNG

Doanh nghip scgng sn xut

cng nhiu cng tt.

Tnh hung 2: CU < CUNG

Doanh nghip tm cch gim gi

thnh: Tng nng sut, Gim chi ph

3.2 Quan im hon thin sn phm

Quan im

Quan im hon thin sn phm khng nhrng ngi tiu dng s a thch nhng snphm c cht lng cao nht, c tnh nng sdng tt nht, v vy doanh nghip phi tptrung vo vic thng xuyn hon thin snphm.


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SN PHMCht lngcao nht

NGI TIU DNG

DOANH NGHIP

Tnh nngtt nht

Hon thinsn phm


Kt qu ca quan im hon thin sn phm

t tnh n kin khch hng khi thit ksn phm.

Khng nghin cu sn phm ca i thcnh tranh.

Sn phm cha thuyt phc c ngi tiu dng


Saturn Aura

2007: Saturn Aura

1998: Hng ti dng xe hng sang

1990: Khai sinh Saturn

General Motors Hng xe hng u thgii sut 77 nm lin


Ti sao mt sn phm c cht lng tt vncha thuyt phc c ngi tiu dng???

Bn thnsn phm

Tiu thvqung co

3.3 Quan im bn hng

Quan im

Quan im bn hng (quan im tng cng nlc thng mi) khng nh rng ngi tiu dngs khng mua nhiu sn phm ca doanh nghipnu nh doanh nghip khng c nhng n lcng k trong cc lnh vc tiu th v khuynmi.

3.3 Quan im bn hng

Kt qu ca quan im bn hng

Mang n nhng thnh cng ng kcho DN

Sai lm khi ng nht marketing vi bn hng v

qung co.

Tiu thchl phn ni

ca ni bng marketing


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3.3 Quan im bn hng

Mc ch ca marketing khng nht thit l

y mnh tiu thu. Mc ch ca n l nhn

bit v hiu khch hng k n mc sn

phm lm ra s p ng ng th hiu ca

khch hng v tn c tiu thu.

(Peter Drucker)

3.3 Quan im bn hng

3/2006: Ra i

9/2006: Hn 100 CH

Vn u t: 1000 t VND

Cui 2007: ng ca

Ti sao mt sn phm c cht lng tt vncha thuyt phc c ngi tiu dng???

Tiu thvqung co

Bn thn

sn phm

3.4 Quan im marketing

Quan im

Quan im marketing khng nh iu kin banu t c nhng mc tiu ca doanhnghip l xc nh c nhu cu va mong munca cc th trng mc tiu, p ng cc mongmun y bng nhng phng thc c hiu qu

mnh m hn so vi i thu cnh tranh


Phn bit Quan im bn hng - Quan im marketing

Quan im bn hng:

Tp trung vo nhu cu ngi bn

Quan im marketing:

Tp trung vo nhu cu ngi mua


i tng quantm ch yu

Cc phng tint ti mc tiu

Mc tiu cui cng

Thu li nhunnh tng lng

hng bn ra

Thu li nhunnh m bonhu cu NTD

Quan iQuan imm bbnn hhngng

Quan iQuan im marketingm marketing

N lc thngmi v cc

PP kch thchSn phm

Nhng n lctng hp ca

marketing

Nhu cu cakhch hng

mc tiu


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8h sng ngy 11/7/2008

3.5 Quan im marketing mang tnh o c - x hi

Quan im

Quan im marketing mang tnh o c - xhi khng nh rng nhim v ca doanh nghipl xc nhnhu cu, mong mun v li ch cacc th trng mc tiu v tha mn chngbng nhng phng thc c hiu quhn (sovi i th cnh tranh) ng thi gi nguyn haycng c mc sung tccho ngi tiu dng vcho ton x hi.

3.5 Quan im marketing mang tnh o c - x hi

Ngi tiu dng(Tha mn mong mun)

Doanh nghip(Li nhun)

X hi(Mc sung tc ca mi ngi)

Tng tcnhn thc

Sc p

Sc p

Ngy nay

Trc 1970

Trc th chin II

4. Trit l marketing

Cty E

Cty ACty B

Cng ty D

Cty C

Bi ton chia phn chic bnh!

4. Trit l marketing

Trit l marketing hng ni

DN t coi mnhl trung tm

Cc nh k thut c vai tr quytnh

M hnh t chc hnhthp

Nhn s vt vi nhn quan

tnh ti.

DOANHNGHIP

Quan im sn xut

4. Trit l marketing

Trit l marketing hng ni

uim

Tnhchuyn mn ho cao

Vn bn ho cc nguyn tc, quytnh

Nhcim

Quyn lc tp trung

Khng thch ng nhanh vi bin i ca thtrng


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4. Trit l marketing

Trit l marketing hng ngoi

Hotng hngra bn ngoi

Mangtnh phi tp trung, theo nguyn tc phnquyn

Lun thchng vi nhng thayi

camitrng kinh doanh

DOANHNGHIP

Quan im marketing

4. Trit l marketing

Cc doanh nghip s lun phi thch ng vi mtth gii lun thay i. Do vy cn phi c scsng to, s mm do, linh hot v nng ngnhm p ng tt nhng nhu cu lun thay ica khch hng.

Bit lng nghe khch hng, hiu h, hiu nhucu ca h v sau l cung ng nhng snphm ph hp vi mong mun ca h.

1. Mc tiu ca marketing

MMc tiuc tiu

Li nhun

Li th cnh tranh

An ton trong kinh doanh


Li nhun

L thc o hiu qukinh doanh ca doanh nghip.

To ra li nhun bng cch m bo tha mn nhu

cu ca ngi tiu dng.

Li th cnh tranh

c to ra trn csbit mnh, bit ngi, bit

pht huy im mnh ca mnh.


An ton trong kinh doanh

Marketing gip doanh nghip phn tch v phn on

nhng bin ng ca thtrng

Nm bt chi, hn chri ro.

An ton nhvo vic phn chia ri ro bng cch a

dng ha.

a dng ha thtrng

a dng ha sn phm.

2. Chc nng ca marketing

1 2 3 4

Nghin cu

tng hp v

thtrng

Hoch nh

chin lc

kinh doanh

T chc

thc hin

chin lc

Kim tra,

nh gi,

hiu chnh


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IV- Mi trng marketing

Khi nim1

nh hng n hot ng ca DN2

Phn loi mi trng marketing3


1. Khi nim

Mi trng Marketing l tp hp

cc yu t c th nh hng n

hot ng kinh doanh ca doanh

nghip trn th trng.


2. Phn loi mi trng marketing

Cn c vo bin gii doanh nghip

Mi trng bn trong

Mi trng bn ngoi

Cn c vo phm vi tc ng

Mi trng vm

Mi trng vi m Cn c vo kh nng kim sot ca doanh nghip

Mi trng quc gia

Mi trng quc t

Foreign Trade University, 2012.


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Bi ging

Marketing quc tChuyn 2: Nghin cu th trng


Trng i hc Ngoi thng

Chuyn 2: Nghin cu th trng

Nghin cu khch hng

Khi qut vthtrng

I- Khi qut v th trng

nh ngha thtrng, nghin cu thtrng1

Phn loi thtrng v NCTT2

Cc khi nim thtrng thng gp3

1. nh ngha th trng

S hnh thnh trao i tp trung

T cung t cp

Ngdn Thsn

Thgm Nng dn

Trao i tp trung

Ngdn Thsn

Thgm Nng dn

THTRNG

Trao i phn tn

Ngdn Thsn

Thgm Nng dn

1. nh ngha th trng v NCTT

Theo quan im truyn thng

Th trng l ni din ra traoi, l ni tin hnhcc hotng mua bn.

Philip Kotler:

Th trng l tp hp nhngngimuasnphm ca doanh nghip, gm nhngngi muahin ti v n hngngi mua t im nng.

i vi doanh nghip, di gc nhn marketing

Th trng l ni c nhng nhu cu cncpng

1. nh ngha th trng v NCTT

Nghin cu th trng

Nghin cu thtrng l vic tp hp, thu thp v

phn tch dliu vthtrng, con ngi, knh

phn phi cung cp nhng thng tin hu ch

trong vic a ra cc quyt nh marketing.


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2. Phn loi th trng v NCTT

Phn loi th trng

Cn cvo vtr ca sn phm trong ti sn xut:

Thtrng tiu dng & thtrng doanh nghip.

Cn cvo tm quan trng ca thtrng:

Thtrng chnh & thtrng ph.

Cn cvo tnh cht kinh doanh:

Thtrng bn bun & thtrng bn l.

Cn cvo quan hcung cu:

Thtrng ngi bn & thtrng ngi mua


Phn loi th trng

Cn cvo lnh vc kinh doanh:

Thtrng hng ho, thtrng dch v, thtrng sclao ng, thtrng ti chnh

Cn cvo i tng lu thng:

Thtrng tng mt hng cth& thtrng nhmhng/ngnh hng.

Cn cvo phm vi lu thng:

Thtrng dn tc, thtrng khu vc, thtrng thgii.


Phn loi nghin cu

Mc tiu nghin cu, cch thc nghin

cu, c im thng tin, cch xl dliu,

tn sut nghin cu, mc am hiu th

trng,...

3. Cc khi nim th trng thng gp

Th trng hin ti:

thphn ca doanh nghip trong tng dung lng thtrng.

Th trng tim nng:

mt phn khch hng trong thphn ca i thcnh tranh v mt phn trong snhng ngi cha

tham gia tiu dng sn phm Th trng l thuyt

thtrng hin ti + thtrng tim nng

3. Cc khi nim th trng thng gp

Th trng hn hp:

bao gm thphn ca DN v thphn ca i thcnh tranh

Th trng thc nghim:

ni bn thnghim sn phm mi ca DN

II- Nghin cu khch hng

Phn loi khch hng1

Nghin cu khch hng c nhn2

Nghin cu khch hng tchc3


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1. Phn loi khch hng

Nhn chung, c thcoi khch hng l ngi:

c nhu cu,

c khnng thanh ton,

sn sng tha mn nhng nhu cu thngqua trao i.

1. Phn loi khch hng

Phn loi khch hng

Ngi tiu dng cui cng (v gia nh h),

Cc nh bun,

Nh sn xut, nh nhp khu nc ngoi,

Chnh phv cc cquan thuc bmynh nc

2. Nghin cu khch hng c nhn

Cc yu t nh hng n quyt nh muahng ca KH c nhn

Vn ho

X hi

C nhn

Tm l


Nhm yu t vn ha

Vn ha l nn tng ca nhu cu v hnh

vi ca con ngi.

Vn ha l yu tc nh hng su rng

nht n hnh vi mua hng ca ngi tiudng.


Nhm yu t x hi

Ngi tiu dng c phn theo cc nhmtham vn x hi: gia nh, bn b, ngnghip, tn gio,

Cc nhm x hi tc ng n hnh vi cangi mua nh th no?

Hnh thnh li sng v nhng hnh vi mi, nhhng n thi v nhn thc c nhn.

Gy ra nhng p lc c nhn tng thchvi nhng c im chung.


Nhm yu t c nhn

C nh hng nht nh n hnh vi ngi

tiu dng.

tui, nghnghip v iu kin kinh t,

li sng , tcch v nhn thc c nhn


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Nhm yu t tm l Cc quyt nh mua hng ca ngi tiu

dng c nhn bnh hng bi 4 yu ttml chnh:

ng lc: xut pht tnhu cu bn thn

Nhn thc: qu trnh chn lc, sp xp v din giicc thng tin c c

Hc hi: thay i hnh vi tkinh nghim

Nim tin v thi : hnh thnh tqu trnh hc hi


Quy trnh ra quyt nh mua hng: thc nhu cu

Tm kim thng tin

nh gi cc phng n

Quyt nh mua

Hnh vi sau mua


thc nhu cu

Nhng nhu cu no pht sinh?

Ci g lm cho nhu cu xut hin?

Chng hng con ngi n sn phmcthnhthno?


Tm kim thng tin

Quy tc 7 ca Miller:

Ngi tiu dng chc khnng tm kim

v la chn trong 72 sn phm (nh cungcp).


Tm kim thng tin

Cc ngun thng tin

Ngun thng tin kinh nghim thc t: cm nhn bnggic quan, sdng hng ha

Ngun thng tin c nhn: Gia nh, bn b,

Ngun thng tin phthng: Bo, Tivi,

Ngun thng tin thng mi: Qung co, bao b snphm, hi ch, trin lm


nh gi cc phng n

Cc thuc tnh ca hng ha:

VD: Thuc tnh ca Tivi l m thanh, mu sc, nt, nh sng

Ngi tiu dng snh gi mc quantrng ca tng thuc tnh i vi bn thn h.

Nim tin ca ngi tiu dng vo nhn hiuhng ha: Da trn snh gi cc thuctnh theo mc .


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Quyt nh mua

Nhng nh hng n quyt nh mua

Thi ca nhng ngi khc.

Nhng yu ttnh hung bt ng.

Ngi lm marketing cn lm cho qu trnh tnh mua hng n quyt nh mua c din ranhanh chng v sun s.


Hnh vi sau mua

Hi lng:

Mua nhiu hn, thng xuyn hn

Nhn xt tt vi nhng ngi xung quanh.

Khng hi lng

Khng sdng, hoc trli sn phm

Khng mua trong tng lai

C nhng nhn xt khng tt.

3. Nghin cu khch hng t chc

Cc yu t nh hng n quyt nh muahng:

Mi trng xung quanh

c im ca tchc

Tng tc c nhn C nhn.


Nhng yu t mi trng xung quanh:

Tnh trng kinh thin ti v tng lai,

Cc skin chnh tr, tin bkhoa hc kthut,

Hot ng ca i thcnh tranh.


Nhng yu t c im ca t chc mua:

Mi khch hng l tchc u c nhng mc tiuring, phng php ring, ccu v hthng tchc ring.

Ai quyt nh mua

Phng php nh gi


Nhng yu t c nhn v tng tc cnhn:

Cc c im ca tchc,

Cc quan hc nhn

c im c nhn ca ngi mua hng.


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Quy trnh ra quyt nh mua hng:

thc v nhu cu

M t khi qut nhu cu

nh gi sn phm

Tm hiu nhng ngi cung cp

Yu cu cho hng

La chn ngi cung cp

Lm cc th tc t hng

nh gi cng vic ca ngi cung ng.

Hanoi, 2012.


19/69

1

Bi ging

Marketing quc tChuyn 3: Cc cng c xy dng chin lc marketing

Ging vin: Phm Vn Chin

Trng i hc Ngoi thng

Chuyn 3: Cc cng c xy dng chin lc marketing

Cc loi chin lc marketing phbin

Cc cng cchyu

Khi qut vchin lc marketing

1. Khi qut v chin lc marketing

Khi nim

Chin lc Marketing l tp hp cc quyt nh

Marketing ca doanh nghip cn thc hin cho c

mt thi gian di nht nh trong mi trng hot

ng nhm thc hin nhng mc tiu nh.

1. Khi qut v chin lc marketing

C s xy dng chin lc marketing

Quy trnh STP

Segmentation: Phn on thtrng

Targetting: La chn thtrng mc tiu

Positioning: nh v

Quy trnh STP

1. Phn on th trng

Khi nim

Phn on thtrng l qu trnh phn chia

thtrng tng ththnh cc nhmtrn

csnhng im khc bit vnhu cu,

mong mun v cc c tnh.

Phn on th trng

1

1

13

3

2 a

a

ba

b

b 1a

1a

1b3a

3b

2b

A. Khng phn on B. Phn on hon ton

C. Phn on theo mcthu nhp (1,2,3)

D. Phn on theonhm tui (a,b)

E. Phn on ng thi theomc thu nhp v nhm tui


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2

Phn on th trng

Mc ch:

Gip DN tip cn ddng v hiu quhn da trnnhng on thtrng ng nht.

Gip DN thy r ccu ngi tiu dng trn thtrng trn cc kha cnh khc nhau.

Gip DN la chn c thtrng mc tiu thch hp.

Gip DN pht hin ra nhng khe hca thtrng, t tn dng c nhng li thcnh tranh.

Gip DN ti a ha li nhun trn mt n vsnphm.

Phn on th trng

Yu cu i vi vic phn on th trng

Mi phn on phi tht r rng

Mi phn on phi m bo tnh khthi

Thch hp vi vic sdng cc bin php marketing

Phn on phi theo trnh thp l

Phn on th trng

Cc tiu thc phn on th trng tiu dng

Theo yu ta l

Theo yu tnhn khu hc

Theo yu ttm l

Theo yu thnh vi

Cc tiu thc phn on

Theo yu t a l

i hi phi chia thtrng thnh nhng n va l

khc nhau: Khu vc, Quc gia, Vng, Tnh

Quyt nh marketing c tha ra:

Trong mt hay nhiu vng a l

Trong tt ccc vng nhng c ch n im khc bit v

nhu cu v sthch ca tng vng.

Cc tiu thc phn on

Theo yu t nhn khu hc

Ngi mua c phn thnh cc nhm theo tui,

gii tnh, hc vn, thu nhp, tn gio

L cc yu tphbin nht phn on thtrng

Cc tiu thc phn on

Theo yu t tm l

Ngi mua c phn thnh cc nhm theo cc c

im tng lp x hi, li sng, nhn cch.

c im

Theo tng lp x hi: Hlu, trung lu, thng lu

Theo li sng: Truyn thng, hin i, yu i, nng ng

Kiu nhn cch: Nhit tnh, c on, nhiu tham vng


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3

Cc tiu thc phn on

Theo yu t hnh vi

Ngi mua c phn thnh cc nhm cn cvo l

do mua hng, li ch tm kim, cng tiu dng,

mc trung thnh

c im

L do mua hng: Gip DN nng cao mc sdng sn phm

Li ch tm kim: Nhng li ch chnh m KH trng i

Mc trung thnh: trung bnh, cao, tuyt i, khng

Phn on th trng

Cc tiu thc phn on th trng cng

nghip

Ngnh kinh t

Quy m doanh nghip mua hng

Khi lng n t hng

Loi hnh shu ca DN mua hng

Phn on th trng

nh gi mc hp dn ca 1 phn on

Qui m ca thtrng (tng doanh thu, tng sn

lng tiu th, tng nhu cu)

Tc pht trin (tlphn trm pht trin hng nm

so vi nm trc)

Mc cnh tranh (slng i thv mc

cnh tranh)

Qui m khch hng (sc mua ca khch hng)

Quy trnh STP

2. La chn th trng mc tiu

Khi nim

Thtrng mc tiu l mt hoc vi on th

trng m DN la chn v hng ti tp

trung nlc marketing vo nhm t

c mc tiu kinh doanh ca mnh.

Quy trnh STP


Yu cu i vi th trng mc tiu

Tp trung ln nhu cu v cu

Doanh nghip c khnng p ng tt

Lng cu ph hp vi khi lng sn phm mDN c khnng cung cp

m bo mc tiu doanh s, li nhun

C trin vng trong tng lai

Vic thm nhp thtrng l khthi

Mi trng cnh tranh t khc lit

Quy trnh STP


Cc phng n la chn th trng mc tiu

Tp trung vo mt phn khc thtrng

Chuyn mn ho c chn lc

Chuyn mn ho sn phm

Chuyn mn ho thtrng

Phc vton bthtrng


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4

Quy trnh STP

M1 M2 M3

P1

P2

P3

Quy trnh STP

3. nh v

Khi nim

nh vsn phm l vic xc nh vthsn

phm ca doanh nghip trn thtrng so

vi sn phm ca i thcnh tranh.

Quy trnh STP

3. nh v

L do phi nh v

Do yu cu tt yu ca vic cnh tranh.

Do qu trnh nhn thc ca khch hng

Do gii hn ca nhng thng ip truyn

thng .

Quy trnh STP

3. nh v

Cc cn c nh v

Chnh sch marketing-mix ca doanh nghip

Nhng thuc tnh sn c ca sn phm

Thng qua biu tng ca sn phm

Khong trng ca thtrng...

nh v

Cc bc tin hnh nh v sn phm

Bc 1: Tin hnh phn on thtrng, la chn th

trng mc tiu theo ng yu cu ca Marketing

Bc 2:nh gi thc trng nh vSP ca DN

nh gi tng quan vbn thn SP theo trnh t5 cp SP.

nh gi tng quan gia sn phm v cc thnh phn khc

ca Marketing-mix, xem 4P hp l cha.

nh gi tng quan gia DN v i thcnh tranh.

nh v

Cc bc tin hnh nh v sn phm

Bc 3: Chn hnh nh v vthcho nhn hiu, SP

ca DN trn bn nh v.

DN la chn vtr no trn thtrng mc tiu

Bc 4: Son tho chng trnh Marketing-mix

thc hin chin lc nh v la chn.

Bc 5: Cn cvo cc kt qut c nh

gi hiu quca vic thc thi khoch nh vSP.


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Quy trnh STP

3. nh v

Ti nh v (repositioning)

Ti nh vsn phm l vic xc nh li vthsn

phm ca doanh nghip trn thtrng so vi sn

phm ca i thcnh tranh nhm ph hp vi s

thay i ca thtrng mc tiu hoc chin lc

kinh doanh ca DN.

Quy trnh STP

3. nh v

Ph nh v (depositioning)

Ph nh v(hay ti nh vi thcnh tranh) l vic

xc nh vthsn phm ca doanh nghip trn th

trng so vi sn phm ca i thcnh tranh

nhm lm yu i nh vca i th.

II- Cc cng c ch yu

Ma trn TOWS1

La chn n vkinh doanh chin lc2

Chui gi trca doanh nghip3

1. Ma trn TOWS

2. La chn n v kinh doanh chin lc

Khi nim

n vkinh doanh chin lc (Strategic Business

Unit SBU) l lnh vc, ngnh nghhay sn phm

m doanh nghip nn tp trung ngun lc u t,

pht trin v khai thc.

Cn gi l trng im kinh doanh


Cc m hnh la chn SBU

M hnh GE (General Electric)

M hnh BCG (Boston Consulting Group)


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6


M hnh GE (General Electric)

Ma trn GE da vo 2 tiu ch: Shp dn ca

ngnh kinh doanh v Vthcnh tranh ca SBU vi

3 tiu ch l Thp Trung bnh - Cao

Ma trn GE bao gm 3 khu vc chnh

M hnh GE

V th cnh tranh ca SBU

S

hp

dn

ca

ngnh

Cao Trung bnh Thp

Caou t

tng trngut

tng trngTng trnghoc rt lui

Trung bnhu t chnlc tng

trng

Tng trnghoc rt lui

Thu hoch

ThpTng trnghoc rt lui

Thu hoch Loi b

M hnh GE

Khu vc 1

Gm 3 gc bn tri pha trn,

Cc SBU nm trn cc ny c chi pht

trin, cng ty nn tp trung ngun lc vo

cc SBU ny.

M hnh GE

Khu vc 2

Gm 3 nm trn ng cho phi

Cc SBU cn cn thn khi ra quyt nh u

ttng trng, thu hp, hoc rt lui khi

ngnh

M hnh GE

Khu vc 3

Gm 3 nm gc bn phi pha di,

Cc SBU ny yu vvthcnh tranh v

ngnh kinh doanh khng hp dn nn tp

trung cho chin lc thu hoch v loi b

M hnh GE

Cc bc xy dng ma trn GE

Bc 1: nh gi mc hp dn ca ngnh

Chn t nht 10 yu tthhin shp dn ca ngnh

Xc nh trng stm quan trng (vi tng bng 1)

nh gi mc hp dn ca tng yu t(thang im 1-5,

1: khng hp dn, 5: rt hp dn)

Cng im mc hp hn

Xc nh vtr ca mc hp dn theo chiu dc GE


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M hnh GECc yu t Trng s im s Gi tr

Qui m th trng 0.15 4 0.6

Tng trng th trng 0.15 4 0.6

T sut li nhun bnh qun 0.15 5 0.75

S lng i th cnh tranh 0.1 3 0.3

Vn 0.05 2 0.1

S lng nh cung cp 0.1 4 0.4

Cc chnh sch u i 0.1 4 0.4

S pht trin cng ngh ca ngnh 0.05 3 0.15

Tnh chu k ca nhu cu 0.05 4 0.2

S lng cc sn phm thay th 0.1 3 0.3

Tng cng 1 3.8

M hnh GE


Bc 1: Xc nh mc hp dn ca ngnh

T1.00 - 2.33: Thp

T2.34 - 3.67: Trung bnh

T3.68 5.00: Cao

Ngnh kinh doanh c hp dn tng i cao (3.8).

M hnh GE


Bc 2: Xc nh vthcnh tranh ca SBU

Chn t nht 10 yu tthhin vthcnh tranh ca SBU

Xc nh trng stm quan trng (vi tng bng 1)

nh gi vthcnh tranh ca tng yu t(thang im 1-5,1: khng cnh tranh, 5: rt cnh tranh)

Cng im vthcnh tranh

Xc nh vtr ca vthcnh tranh theo chiu ngang GE

M hnh GECc yu t Trng s im s Gi tr

Th phn 0.1 4 0.4

Cht lng sn phm 0.2 3 0.6

Kh nng phn phi 0.05 4 0.2

Uy tn nhn hiu 0.15 3 0.45

Gi thnh n v sn phm 0.1 2 0.2

Cng ngh sn xut 0.05 4 0.2

Hiu qu qung co0.1 3 0.3

Quy m sn xut 0.05 2 0.1

Kh nng ti chnh ni b 0.1 4 0.2

Kh nng R & D 0.1 3 0.3

Tng cng 1 3.15

M hnh GE


Bc 2: Xc nh vthcnh tranh ca SBU

T1.00 - 2.33: Thp

T2.34 - 3.67: Trung bnh

T3.68 5.00: Cao

SBU c vthcnh tranh trung bnh (3.15)

M hnh GE


Bc 3: Xc nh vtr ca SBU trn ma trn SE

Biu hin bng mt hnh trn:

Tm l giaoim gia vtr ca mc hp dn ca ngnh vi vth

cnh tranh ca SBU,

ln ca vng trn phthuc vo qui m ngnh,

Phn biu din thphn ca SBU trong ngnh

Bc 4: Xc nh phng n chin lc cho SBU


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8

M hnh GE 2. La chn n v kinh doanh chin lc

M hnh BCG

M hnh BCG (hay ma trn tng trng - thphn),

da vo 2 tiu ch: Tc tng trng ca th

trng v Thphn tng i ca doanh nghip theo

2 mc cao v thp.

4 trng thi khc nhau i vi mi SBU: du hi,

ngi sao, b sa hay tin mt, ch ch.

M hnh BCG M hnh BCG

du hi

Hot ng kinh doanh trn thtrng c mc tngtrng cao, thphn mc thp

DN thm nhp thtrng khi trn thtrng cDN hng u tham gia

Hot ng kinh doanh i hi nhiu vn u t: nhxng, my mc, thit b.

Hot ng kinh doanh c trin vng ln vli nhunv tng trng trong di hn

M hnh BCG

ngi sao

Hot ng kinh doanh c mc tng trng ngnh

cao, thphn ln

DN c li thvcnh tranh v chi pht trin

Hot ng kinh doanh ny c khnng sinh li ln

nht.

M hnh BCG

b sa (hay tin mt)


thp, nhng thphn cao

L lnh vc kinh doanh khng cn chi pht trin

trong di hn, nhng hot ng ny i hi t vn

u tv tip tc sn sinh ra nhiu li nhun.


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9

M hnh BCG

ch ch


thp, thphn thp

L lnh vc kinh doanh khng c trin vng pht trin

i hi t vn u tnhng li nhun khng cao v

vy DN nn sm loi bkhi thtrng.

III- Cc loi chin lc marketing ph bin

Cn c theo cc phng n la chn th

trng mc tiu

Marketing khng phn bit

Marketing phn bit

Marketing tp trung


Marketing khng phn bit

Coi ton bngi ngi tiu dng trn th

trng l thtrng mc tiu

Doanh nghip khng ch n vic phn

on thtrng


Marketing c phn bit

Da vo kt quphn on thtrng, phn

tch tim lc ca i th

La chn mt vi phn on lm thtrng

mc tiu


Marketing tp trung

Da vo kt quca phn on thtrng

Doanh nghip chchn mt phn on tt

nht lm thtrng mc tiu


Cn c theo cc thnh phn ca marketing-

mix

Cc chin lc sn phm

Cc chin lc gi

Cc chin lc phn phi

Cc chin lc xc tin v htrkinh doanh


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Hanoi, 2012.


29/69

1

Bi ging

Marketing quc tChuyn 4: Marketing - mix

Ging vin: Phm Vn Chin

Trng i hc Ngoi thng

Chuyn 4: Marketing - mix

Phn phi

Gi

Sn phm

Xc tin

I- Khi nim v cc thnh phn c bn

Khi nim

Marketing hn hp (marketing-mix) l s

kt hp cthcc thnh phn cbn ca

marketing nhm t c nhng mc tiu

t ra v p ng c i hi ca th

trng mc tiu.

I- Khi nim v cc thnh phn c bn

Cc thnh phn c bn ca marketing

4Ps : Product (sn phm), Price (gi), Place

(phn phi), Promotion (xc tin).

7Ps trong marketing dch v: Bsung 3P

People (con ngi)

Process (quy trnh)

Physical Environment (csvt cht)

Cc thnh phn c bn ca marketing II- Sn phm

Khi nim, phn loi1

Cc cp cu thnh sn phm2

Vng i sn phm3


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2

1- Khi nim v phn loi

Khi nim Sn phm l tt cnhng g c thcung

cp cho thtrng nhm tha mn nhu cu

hay c mun ca thtrng m c lut

php cho php.


Phn loi sn phm Theo thi hn sdng v hnh thi tn ti

Hng ha lu bn

Hng ha sdng ngn hn

Dch v


Phn loi sn phm

Theo thi quen mua hng

Sn phm c sdng thng ngy

Sn phm mua ngu hng

Sn phm mua khn cp Sn phm mua c la chn

Sn phm c cc nhu cu c th

Sn phm cho cc nhu cu thng


Phn loi hng t liu sn xut

Vt tv chi tit

Ti sn cnh

Vt tphv dch v

2. Cc cp cu thnh sn phm

Li ch ct li

Sn phm hin thc

Sn phm mong i

Sn phm bsung

Sn phm tim nng


Li ch ct li

L gi tr s dng hay cng dng ca sn phm.

Cngi l sn phm ct li, sn phm tng

Liu m khch hngquan tm vi hi nhm

thamntt nhtnhucu

L mc tiu m khch hngtheoui


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Sn phm hin thc

L nhng c im chung vkt cu cc bphn ca

sn phm c thhin di dng vt cht thc t

nh: hnh dng, kch thc, mu sc, kcnhn hiu,

bao b sn phm.

Quyt nh li ch ct li ca sn phm.

Cn c ci tin v bsung thng xuyn.


Sn phm mong i

L tp hp nhng thuc tnh v nhng iu kin m

ngi mua thng mong i v hi lng khi mua

sn phm.

L nhng g m khch hng mong c sdng tt

sn phm.

Mc ch nhm tha mn tt hn nhu cu v mong

mun ca khch hng.


Sn phm b sung

L phn tng thm vo sn phm hin thc nhng

dch vhay li ch khc phn bit mc u vit v

sn phm m doanh nghip cung cp so vi sn

phm ca i thcnh tranh.

i hi hon thin sn phm mc cao hn.

Thng din ra cc nc pht trin

Nc ang pht trin: Cnh tranh bng SP mong i.


Sn phm tim nng

L ton bnhng yu ti mi, thm vo sn phm

m ngi mua nhn c trong tng lai.

L ni doanh nghip tm kim phng php mi

tha mn nhu cu khch hng.

3. Vng i sn phm

Khi nim

Vng i sn phm l khong thi gian tn ti ca

sn phm trn thtrng ktkhi sn phm c

thng mi ho cho n khi bloi bkhi thtrng

Vit tt l NPLC (National Product Life Cycle)

Thng mi ho: Khc vi Sn xut, Bn th.

3. Vng i sn phm

Cc yu t nh hng n NPLC di hay ngn

Bn thn sn phm

Cc yu tmi trng

Cng dng ca sn phm thay th

Nhu cu ca ngi tiu dng


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3. Vng i sn phm

Cc giai on ca vng i sn phm

Giai on thm nhp

Giai on tng trng

Giai on chn mui

Giai on suy tn

Cc giai on ca NPLC

Thm nhp

Khi lng sn phm bn ra, doanh sca sn phm

mc thp.

Chi ph, nht l chi ph qung co - rt cao

Li nhun hu nhcha c, doanh nghip phi tm

thi chp nhn lvn

Mc tiu chnh ca giai on ny: thm nhp c

vo thtrng, thu ht khch hng tng doanh s.

Cc giai on ca NPLC

Tng trng

Khi lng SP c tiu thngy cng tng ln

Gi thnh SP tng bc gim xung do chi ph c

ct gim, quy m sn xut ca DN c mrng

Chi ph qung co gim so vi giai on 1

Bt u thu li nhun v mc li nhun ny ngy

cng tng ln.

Cc giai on ca NPLC

Chn mui

Doanh stng mnh v t mc cao nht

Li nhun t max

Cui giai on, sau khi t cc i, doanh sv li

nhun c duy tr mc bo ho mt thi gian, ri

bt u gim xung.

Cc giai on ca NPLC

Suy tn

Doanh s bn ngy cng gim mnh

Li nhun gim

Chi ph tng ln

Gii php tnh th ko di vngi

Gim gi bn

Tng qung co, ci thin phnphi

Cngccht lng sn phm

Nng cao dch vhtr

3. Vng i sn phm

ngha ca vic nghin cu vng i SP

DN hiu r c quy lut vn ng ca vng i SPqua tng giai on c thphi hp c hiu qumarketing-mix.

Nm c bin ng vchi ph, doanh sv linhun trong tng giai on.

Chng trong kinh doanh, tn dng c thi ckinh doanh.

Kp thi bsung sn phm mi trn cschin lcpht trin sn phm.


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III- Gi

Cc cn cnh gi in hnh1

Quy trnh nh gi ti u2

1. Cc cn c nh gi in hnh

Cc cn c nh gi: Chi ph v xc nh im ho vn

co gin ca cu theo gi

Tm l v cm nhn ca khch hng


1.1 Chi ph v xc nh im ho vn

Cc loi chi ph

Chi ph mua nguyn vt liu: gi mua, vn chuyn, lu kho

Chi ph sn xut: khu hao TSC, tin lng cng nhn

Chi ph bn bun: giao dch, vn chuyn, kho hng, MKT

Chi ph bn l: vn chuyn, bo qun, marketing, lng NV



Tnh gi da trn chi ph:

Gi bn = Gi thnh + % li nhun dkin

Trong :

- Gi thnh: l stin m ngi bn bra sn phm sn

sng n tay ngi mua (tnh trn 1 n vSP).

- % li nhun dkin tnh theo: Gi thnh, Tng chi ph,

Chi ph cnh, Chi ph bin i, Li tin gi



Xc nh im ho vn (Breakeven Point - BP)

Khi nim:im ha vn l im xc nh tng mc doanh

thu bng tng mc chi ph.

Sn lng ho vn l ssn phm c sn xut ra cn

phi bn b p svn m doanh nghip u t.

Doanh thu ho vn l gi trtin hng ca sn lng ho

vn m doanh nghip thu v: DTHV = Gi bn x SLHV



Phn tch chi ph xc nh im ho vn

Chi ph cnh (FC): L nhng chi ph khng thay i khi

sn lng Q thay i trong mt thi gian nht nh.

FC khng i nhng FC/Q li thay i

Chi ph bin i (VC): L nhng chi ph thay i tc thi khi

sn lng Q thay i.

VC thay i nhng VC/Q li gn nhkhng i


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Cng thc xc nh sn lng ho vn:

BP = F / (P-V)

Trong :

BP: Sn lng ho vn

F: Tng chi ph cnh (FC)

V: Chi ph bin i / 1 n vSP (VC/Q)

P: Gi bn (1 n vSP)

Doanh thu ho vn: DTHV = P x BP


1.2 co gin ca cu theo gi

Cu phthuc vo

Tnh hnh cung cp (slng, cht lng sn phm)

Hot ng marketing ca doanh nghip

Mc cp thit ca sn phm

Mi trng kinh doanh

Mc thu nhp ca ngi tiu dng

Mc gi cao hay thp



Khi nim

co gin ca cu theo gi l tlso snh gia

co gin ca cu tng ng vi co gin ca

gi, trong co gin ca cu l kt quco gin

ca gi.

ngha

Gip doanh nghip nhn bit c lng cu s

thay i nhthno khi mc gi thay i.



Cng thc:

Q1 - Q0% thay i ca cu Q0

Ed = =% thay i ca gi P1 - P0P0



Cc trng hp ca hsEd

|Ed| > 1 :

Cu co gin cao trc sbin ng ca gi

Khi gi bin i 1% th cu bin i > 1%

|Ed| = 1 :

Cu co gin n v

Khi gi bin i 1% th cu cng bin i 1%



Cc trng hp ca hsEd

|Ed| < 1 :

Cu t co gin trc sbin i ca gi

Khi gi bin i 1% th cu bin i < 1%

Ed = 0 :

Cu khng co gin


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1.3 Tm l v cm nhn ca khch hng

Thng thy :

Cc sn phm phi vt cht

Cc sn phm m shiu bit ca khnh hng v

sn phm, nhn hiu, gi ca i thcnh tranh

cn hn ch


1.3 Tm l v cm nhn ca khch hng

Mt sxu hng thng thy:

Khi hn chvshiu bit SP (thng hiu, gi)

Hoi nghi vmc gi ban u

Coi gi l chsphn nh cht lng SP

Xu hng so snh vi mc gi tham kho

Cm nhn vSP thng qua chsgi (sn phm

ng cp, sn phm bnh dn)

2. Quy trnh nh gi ti u

6 bc nh gi:

Xc nh mc tiu ca chnh sch gi

Xc nh lng cu

Xc nh chi ph

Phn tch gi v sn phm ca i th

La chn phng php nh gi

La chn mc gi cth

IV- Phn phi

Mc ch, yu cu v chc nng1

Phng thc, knh, lung phn phi2

1. Mc ch, yu cu v chc nng

Cc hot ng marketing trong phn phi

thu thp thng tin,

cung cp ti chnh,

chia sri ro,

la chn v trng by sn phm,

xc tin, nh gi, phn phi vt cht v dch vkhch

hng.


Mc ch ca phn phi

Cn bng cung - cu;

Chuyn giao quyn shu tngi sn xut n

ngi tiu dng;

Cung cp thng tin v nhn phn hi;

Xy dng hnh nh ca doanh nghip.


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Yu cu i vi hot ng phn phi

2NG

A IM

1

NG HNG

3NG

THI GIAN

4CHI PH

THP NHT

4R Right product , Right place, Right time , Right cost (minimum cost)


Chc nng ca phn phi

Thu thp thng tin ;

Xc tin ;

m phn ;

Cung cp ti chnh ;

Phn phi vt cht ;

Hon thin sn phm ;

Chia sri ro.

2. Phng thc, knh, lung phn phi

2.1 Phng thc phn phi

Khi nim: Phng thc phn phi l cch thc m

sn phm c lu chuyn tnh sn xut n

ngi tiu dng cui cng.

Cc phng thc phn phi:

Phng thc phn phi trc tip

Phng thc phn phi gin tip



Khi nim: L hot ng phn phi sn phm trc

tip tngi sn xut n ngi tiu dng khng

thng qua trung gian.

V d:

Hng bn qua website ca nh sn xut

Hng bn qua ca hng gii thiu sn phm ca

nh sn xut



u im:

Chng quyt nh lng hng phn phi

Kim tra, gim st cht chcc hot ng phn phi

Phn ng kp thi vi nhng din bin ca thtrng

Khng phi phn chia li nhun

Nhc im:

DN phi u tlng vn rt ln vo hot ng phn phi

Ngun lc bphn tn



Khi nim: Phng thc phn phi gin tip l phn

phi sn phm thng qua hthng trung gian.

V d:

Bn hng qua hthng siu th

Bn hng qua i l, ca hng tp ho

Bn hng qua website ca nh phn phi


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u im:

Khng phi u tngun lc vo hot ng phn phi

Tn dng c nhng kinh nghim ca trung gian phn phi

Tn dng mi quan hvi cc i tc ca trung gian.

Nhc im:

Gim bt quyn chng phn phi ca DN

DN khng kim sot c hot ng phn phi

Khng phn ng nhanh vi sthay i ca thtrng

Li nhun bchia s


2.2 Knh phn phi

Khi nim: Knh phn phi l mt chui nhng c

nhn hay tchc c lp tham gia lu chuyn lung

hng ha tNSX n ngi tiu dng cui cng.

Cc loi knh phn phi:

Knh phn phi trc tip (knh 0)

Knh phn phi gin tip

Knh ngn (knh cp 1)

Knh di (knh cp 2, knh cp 3...



Khi nim: L knh phn phi chbao gm nh sn

xut v ngi tiu dng cui cng.

Cc phng thc ca knh 0

Bn hng n tn hgia nh

Bn hng qua tht hng

Bn hng qua hthng vin thng

Bn hng qua hthng ca hng ca nh sn xut



u im

y nhanh tc lu thng hng ha

DN chng trong hot ng phn phi

DN quan htrc tip vi khch hng

Thng tin tngi sn xut n ngi tiu dng

chnh xc v kp thi

DN khng phi chia sli nhun



Nhc im

Qun l rt phc tp, u tnhiu vn v nhn lc

Doanh sbn phthuc vo trnh ca lc lng

bn hng

Chp dng vi nh sn xut c quy m nhv th

trng hp


Knh ngn (knh cp 1)

Khi nim: Knh ngn (knh phn phi cp 1) bao gm

hot ng bn hng thng qua mt loi hnh trung gian.

u im

Vn tn dng c nhng u im ca knh phn

phi trc tip

Gim bt mt phn chc nng lu thng, gim bt

nhn lc, vn u tvo phn phi


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Knh di (knh cp 2, knh cp 3) Khi nim: Knh di l knh phn phi bao gm mng

li cc trung gian phn phi.

u im

Tnh chuyn mn ha trong phn phi cao

Hot ng phn phi linh hot

Khnng tha mn nhu cu ca thtrng cao


Knh di (knh cp 2, knh cp 3) Nhc im

Nh sn xut khng tip xc trc tip vi khch

hng nn thng tin thu c l thng tin thcp

Hot ng qun l phc tp

ri ro cao (nu cc trung gian dtrlng hng

ln)


i vi hng tiu dng

Knh 0: NSX NTD

K. cp 1: NSX NBL NTD

K. cp 2: NSX NBB NBL NTD

K. cp 3: NSX i l/Mi gii NBB NBL NTD


i vi hng cng nghip

Knh 0:

NSX Doanh nghip mua

Knh cp 1:

NSX i din hoc Nh phn phi CN DNM

Knh cp 2:

NSX i din Nh phn phi CN DNM


2.3 Lung phn phi

Cc dng lu chuyn (lung) trong phn phi:

Lung hng ho

Lung quyn shu

Lung tin t

Lung thng tin

Lung xc tin trong phn phi

c Gio trnh marketing l thuyt (tr.140, 141)

V- Xc tin

Mc ch v cc chin lc xc tin1

M hnh truyn thng v cc cng cxc tin2


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11

1. Mc ch v cc chin lc xc tin

Mc ch ca chnh sch xc tin y mnh vic bn hng

To li thcnh tranh cho doanh nghip

Truyn t thng tin vDN v SP n ngi tiu dng

L vkh cnh tranh trn thng trng

Cc chin lc xc tin

Chin lc ko Khi nim: Chin lc ko l chin lc thu ht, li

ko khch hng mua sn phm ca doanh nghip mnh

c im

Khch hng mc tiu ca chin lc ko l ngi tiu dng

cui cng.

Mc tiu ca chin lc ny l tc ng trc tip n ngi

tiu dng khin cho htm mua sn phm ca DN.

Cng c: qung co, hi chtrin lm, hi nghkhch hng

Cc chin lc xc tin

Chin lc y

Khi nim: L chin lc xc tin trong doanh

nghip sdng hthng knh phn phi bn sn

phm ca doanh nghip mnh.

c im

Mc ch ca chin lc y l xc tin kinh doanh i vi cc

trung gian phn phi.

Cng cchyu l: gim gi, chu chi ph qung co, chi ph

o to nhn vin

Cc chin lc xc tin

So snh Chin lc ko v Chin lc y

Ging nhau: u l chin lc xc tin kinh doanh

Khc nhau:

i tng m chin lc ko hng ti l NTD cui cng,

i tng ca chin lc y l cc trung gian phn phi. Cng c chin lc ko sdng chyu l qung co

Cng cca chin lc y chyu thng qua nhng u i

dnh cho nh phn phi.

M hnh truyn thng

Ngigi

M ho Gii mNginhn

Phng tintruyn thng

Thng

ip

Nhiu

Lin hngc

Phnng p

li

Cc cng c xc tin ph bin

1

Qung co

2

Quan h

cng chng

3

Hi ch

trin lm

thng mi

4

Bn hng

c nhn


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12

Cc cng c xc tin ph bin

5

Vn minh

Thng mi

7

Marketing

Trc tip

6

Xc tin

mua bn

1. Qung co

Khi nim

Dtho lut qung co: Qung co l gii thiu n

cng chng vhot ng kinh doanh hng ho, dch

v( bao gm dch vc mc ch sinh li v dch v

khng c mc ch sinh li).

Qung co l vic sdng cc phng tin khng

gian v thi gian truyn tin nh trc vsn phm

hay thtrng cho ngi bn lhay ngi tiu th

1. Qung co

Mc ch ca qung co

Qung co l mt thng ip c p li.

Qung co thng a thng tin trn cc phng

tin thng tin i chng nhtruyn hnh, bo ch

Mc ch ca qung co l thng bo, thuyt phc

ngi tiu dng vsn phm hquan tm, tin

tng ri tin ti mua sn phm

Qung co gip xy dng hnh nh doanh nghip

1. Qung co

Cc nhm phng tin qung co

Nhm phng tin nghe nhn

Nhm phng tin in n

Nhm phng tin qung co ngoi tri

Nhm phng tin qung co di ng

Qung co bng cc skin k l

1. Qung co

Cc phng tin qung co

Nhm phng tin nghe nhn

Truyn hnh.

Pht thanh

Internet

1. Qung co

Cc phng tin qung co

Nhm phng tin in n

Bo

Tp ch

Catalogue, tri, poster, lch qung co


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13

1. Qung co

Cc phng tin qung co Nhm phng tin qung co ngoi tri

Hp n qung co

n mu

Bin qung co in t

Pa-n qung co

1. Qung co

Cc phng tin qung co Nhm phng tin qung co di ng

Qung co trn phng tin giao thng

Qung co trn cc vt: o, M

Dng on ngi qung co

2. PR - Quan h cng chng 2. Quan h cng chng

Khi nim

Cng chng l bt cnhm ngi no c mi quan

tm hay nh hng hin ti hoc tim nng n kh

nng t c nhng mc tiu ca doanh nghip.

Khch hng, ngi dn, gii truyn thng, cc cquan

chnh quyn, i tc, nhn vin

Quan hcng chng (PR public relation) l nhng

bin php kch thch nhu cu ca ngi tiu dng

mt cch gin tip

2. Quan h cng chng

Vai tr ca PR

Trgip doanh nghip tung ra sn phm mi

Bo vnhng sn phm ang gp rc ri vi cng

chng trn thtrng

Htrcho vic ti nh vSP giai on chn mui

Gy nh hng ti mt nhm khch hng cth

Xy dng nhng hnh nh vdoanh nghip

2. Quan h cng chng

Cc ni dung c bn ca hot ng PR

Quan hvi gii truyn thng

Tchc cc skin ca doanh nghip.

i ph vi ri ro v khc phc cc sc.

Cc hot ng ti trcng ng.

Cc hot ng phi thng mi trc tip vi KH


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3. Hi ch trin lm thng mi

Khi nim (Lut thng mi nm 2005) Hi ch, trin lm thng mi l hot ng xc tin

thng mi c thc hin tp trung trong mt thi

gian v ti mt a im nht nh thng nhn

trng by, gii thiu hng ho, dch vnhm mc

ch thc y, tm kim chi giao kt hp ng

mua bn hng ho, hp ng dch v.

3. Hi ch trin lm thng mi

c im Quy tc mt lng khch hng ln

nh gi nhanh phn ng ca ngi tiu dng

nh gi i thcnh tranh

Trng by v gii thiu sn phm

4. Bn hng c nhn

Khi nim

Bn hng c nhn l cng cca chin lcxc tin trong nhn vin bn hng strc

tip gp g, thuyt phc khch hng mua snphm ca doanh nghip.

Mc ch chnh l gii thiu, qung b hnh

nh ca sn phm, doanh nghip.

4. Bn hng c nhn

Quy trnh bn hng c nhn

Bc 1: iu tra v nh gi

Bc 2: Chun b

Bc 3: Tip cn khch hng

Bc 4: Trnh by v gii thiu sn phm

Bc 5: Xl cc thc mc ca khch hng

Bc 6: Kt thc

Bc 7: Kim tra

5. Vn minh thng mi

Khi nim

Vn minh thng mi thhin qua tt ccc hotng ca doanh nghip nhm thomn ngy cngtt hn nhu cu a dng ca khch hng

Th hin:

Trslm vic

Phong thi lm vic ca nhn vin

Hnh thc vn bn, ti liu

a im ca hng

6. Xc tin mua bn

Khi nim

Xc tin mua bn l nhm cng c xc

tin s dng hn hp cc cng c c

ng, kch thch mua bn sn phm nhm

tng nhanh nhu cu v sn phm.


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6. Xc tin mua bn

Cc hnh thc khuyn mi

(Lut thng mi Vit Nam, 2005)

1. Dng thhng mu min ph

2. Tng qu

3. Gim gi

4. Tng phiu mua hng

5. Phiu dthi

6. Cc chng trnh may ri

7. Tchc chng trnh khch hng thng xuyn

8. Chng trnh vn ha, nghthut, gii tr.

7. Marketing trc tip

Khi nim Marketing trc tip c gng kt hp c

3 yu t l qung co, xc tin mua bn

v bn hng c nhn i n bn

hng trc tip khng qua trung gian.

7. Marketing trc tip

Cc cng c

Catalog

Thtrc tip

Marketing qua in thoi

Marketing trc tip trn truyn hnh

Marketing trc tip trn truyn thanh, tp ch.

E-marketing

Hanoi, 2012.


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1

Bi ging

Marketing quc tChuyn 5: Mi trng marketing quc t


Trng i hc Ngoi thng

Chuyn 5: Mi trng marketing quc t

Mi trng vi m2

Mi trng vm3

Mi trng quc t4

Bi cnh ra i marketing quc t1

1. Bi cnh ra i marketing quc t

Thnh tu cacch mngkhoa hc kthut ln th 2

1.

Hng ro boh sn xut nia ca ccquc gia trnth gii

2.

S ra i cacc cng tyxuyn quc gia

3.

2. Mi trng vi m

Khi nim

Mi trng Marketing vi m l nhng lc

lng, nhng yu t c quan h trc tip

vi tng cng ty v tcng n kh nng

phc v khch hng ca n.

2. Mi trng vi m

Tc ng ca mi trng vi m n hotng marketing

Lc lng bn trong cng ty

Nh cungng

Trung gian marketing

i th cnh tranh

Cng chng

Khch hng


L nhng yu tthuc ni bdoanh nghip.

Cc yu tthuc lc lng bn trong

Mi trng Ti chnh

Mi trng Nhn s

Mi trng Cng ngh

Mi trng Vn ha doanh nghip


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2


Mi trng ti chnh

L khnng ti chnh ca DN, phn nh quym, sc mnh ca DN trn thtrng.

nh gi khnng ti chnh ca DN thngqua chtiu g?

vn,

khnng huy ng vn,

hiu qusdng vn


Mi trng nhn s

nh gi mi trng nhn scn cvo:

Quy m, ccu v c im ngun nhn lc

Chin lc nhn sca doanh nghip

Chin lc tuyn dng v btr nhn lc

Chin lc o to v pht trin nhn lc


Mi trng nhn s

Quy m, ccu v c im ngun nhn lc

Tng sCB, NV trong doanh nghip

TlCB, NV chia theo tui, gii tnh, trnh hc vn

Chi ngcho CB,NV (lng, thng...)

Klut lao ng, tinh thn lao ng


Mi trng nhn s

Chin lc tuyn dng v btr NNL

Hnh thc, tiu chun, quy trnh tuyn dng

Cch thc phn cng v btr nhn vin.

Tng chi ph tuyn dng, ccu chi ph tuyndng, chi ph tuyn / nhn vin mi.

Tng snhn vin mi / tng snhn vin, hsn nh, ti sao nhn vin nghvic.

Chi ph trung bnh thay thmt nhn vin...


Mi trng nhn s

Chin lc o to v pht trin NNL

Ccu v slng, slt ngi cc kho o to

Hnh thc, ni dung v cc chng trnh o to.

Csxc nh nhu cu o to.

Sph hp gia o to v sdng

Tng chi ph o to, chi ph o to trung bnh

nh gi kt quo to (KPI).


Mi trng cng ngh

Yu tphn nh trnh cng nghca DN

Slng pht minh sng ch, b quyt kthut

Trnh cng nghchung ca DN

Chin lc pht trin cng ngh

Nng lc ca DN trong hot ng nghin cu vpht trin (R&D)

Ngn sch ca DN dnh cho hot ng R&D


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4

Mi trng vi m

i th cnh tranh

Khc bit gia cc sn phm,

Chi ph chuyn i sn phm,

Tnh c trng ca nhn hiu hng ha,

Tnh a dng ca cc i thcnh tranh,

Tnh trng sng lc trong ngnh.

Mi trng vi m

i th cnh tranh

Mt sng thi cnh tranh thng thy:

Thayi gi To ra li thngn hn

Tng skhc bit ca sn phm

Sdng knh phn phi mt cch sng to

Khai thc mi quan hvi cc nh cung ng

Mi trng vi m

Cng chng

L tp hp cc i tng c thgy nhhng n hiu quhot ng kinh doanhca doanh nghip

Mi trng vi m

Cng chng

gii ti chnh (financial publics)

gii truyn thng (media publics)

cquan nh nc (government publics)

cc tchc qun chng (citizen-action publics) cng chng khu vc (local publics)

cng chng i th(general publics)

cng chng ni b(internal publics)

Mi trng vi m

Khch hng

Mt syu ttc ng tkhch hng

Vthmc c, slng ngi mua,

Thng tin m ngi mua c c,

Tnh nhy cm i vi gi,

Skhc bit ha sn phm,

Mc sn c ca hng ha thay th,

ng cca khch hng.

3. Mi trng v m

Khi nim

Mi trng Marketing vm l nhng lc lng

trn bnh din x hi rng ln. N tc ng n

quytnh marketing ca cc doanh nghip trong

ton ngnh, thm ch trong ton b nn kinh t

quc dn v do nnh hngn c cc lc

lng thuc mi trng marketing vi m.


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3. Mi trng v m

Tc ng ca mi trng v m n hotng marketing

Nhn khu hc

Kinh t

T nhin

Cng ngh

Chnh tr

Vn ho

3. Mi trng v m

Mi trng nhn khu hc

M tnhng c trng cbn nht lin quan ncon ngi mi quc gia

Cc yu tthuc mi trng nhn khu hc quc t

Dn sthgii: dung lng thtrng thgii tng

Sphn chia dn stheo tui khng ng u gia cc

quc gia

Chng tc trn thgii: quc gia a chng tc, quc gia tchng tc

3. Mi trng v m

Mi trng nhn khu hc

Cc yu tthuc mi trng nhn khu hcquc gia

Dn s: Sdn, mt , tc , tui, gii tnh

Quyt nh dung lng thtrng

Quy m v ccu hgia nh

nh hng n lng hng ha tiu dng

Xu hng kt hn, ly hn, cc kiu hgia nh

3. Mi trng v m

Mi trng kinh t

Nghin cu mi trng kinh tthgii

Nhm nc nng nghip lc hu

Nhm nc xut khu nguyn liu th

Nhm cc nc cng nghip mi (NICs) Cc nc cng nghip pht trin

3. Mi trng v m

Mi trng kinh t

Nhm nc nng nghip lc hu, kmpht trin l thtrng nhp khu tim nngcho nhng sn phm g?

L thtrng tiu th1 phn ln SP nng sn cn1 phn trao i hng ho khng c khnngsn xut nhmy mc, hng tiu dng

3. Mi trng v m

Mi trng kinh t

Nhm nc xut khu nguyn liu th lthtrng tim nng ca nhng sn phmg?

Shu mt sti nguyn nhdu m, than

L thtrng tim nng cho cc sn phm t,my mc thit b, hng tiu dng


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3. Mi trng v m

Mi trng kinh t

Nhm nc cng nghip mi (NICs) l thtrng tim nng ca nhng sn phm g?

Sn xut nhng nc ny pht trin nhanh

C nhu cu nhp khu nguyn liu sn xuthng tiu dng nhdt may

3. Mi trng v m

Mi trng kinh t

Nhm nc cng nghip pht trin l thtrng tim nng ca nhng sn phm g?

Xut khu hng ho cho cc nc khc

Nhp khu nguyn vt liu th v bn thnhphm.

3. Mi trng v m

Mi trng kinh t

Nghin cu mi trng kinh tquc gia

Mc thu nhp, phn bthu nhp theo tng lp

Phn bchi ph trong thu nhp

Tc pht trin kinh tca quc gia Tllm pht, gim pht

Tgi hi oi v cn cn thanh ton quc t

Ccu, chnh sch kinh tquc gia

3. Mi trng v m

Mi trng t nhin

Mi trng tnhin thgii: Vi 3 xu hng

Khan him nguyn liu nhim Qun l

t ra thch thc

To ra thtrng cho cc gii php kim sot nhim

(c bit l khu sn xut, bao gi)

3. Mi trng v m

Mi trng t nhin

Mi trng tnhin quc gia

Phn tch vtr a l quc gia

Kh hu, thi tit

Hthng giao thng cng bin

Cshtng ca quc gia

3. Mi trng v m

Mi trng cng ngh

Marketer cn theo di cc xu hng sau:

Stng tc ca vic thay i cng ngh

Sthay i ngn sch R&D

Mi trng cng nghlun thay i.

Cn hp tc cht chvi bphn R&D,

nghin cu hng theo thtrng nhiu hn.

Hu qukhng mong mun ca i mi


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3. Mi trng v m

Mi trng chnh tr

Bao gm cc thchchnh tr, chnh schca chnh ph, hthng cc vn bn php

quy, cc o lut, blut v cc quy nh,hng dn thi hnh ca tng quc gia.

Chnh sch chnh trca quc gia nh hng nhthno i vi hot ng kinh doanh ca doanhnghip?

3. Mi trng v m

Mi trng chnh tr

Lut trong kinh doanh dng :

Gii quyt tranh chp gia cc doanh nghip

Bo vngi tiu dng

Bo vli ch x hi

Marketer phi nm vng nhng o lut bovcnh tranh, ngi tiu dng v x hi.

3. Mi trng v m

Mi trng chnh tr

4 hthng lut trn thgii:

Lut hi gio

Lut bt thnh vn (Common Law)

Lut thnh vn (Civil Law Code Law) Lut x hi chngha

3. Mi trng v m

Mi trng chnh tr

Lut Hi gio:

Bt ngun tkinh Coran, c p dng ti ccnc hi gio

Csca Lut Hi gio l din gii kinh Coran,

bao gm cc kha cnh thtc iu chnh hnh vica mi con ngi.

Lut hi gio cm trli

3. Mi trng v m

Mi trng chnh tr

Lut bt thnh vn:

p dng cc nc Anh, M

Csca Lut l nhng tp qun, nhng n ltrong qu kh

Din gii vtnh trng, quy nh ca php l vcch xn trong qu kh

3. Mi trng v m

Mi trng chnh tr

Lut thnh vn:

p dng ti Php v mt squc gia khc

Bt ngun tlut La M

Da trn cshthng y nhng quy tclut php c vn bn ho

Nhng quy nh trong Lut thnh vn thngchung chung v c thp dng trong nhiutrng hp


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3. Mi trng v m

Mi trng chnh tr

Lut x hi chngha

p dng ti cc nc XHCN

Lut ny xoay quanh nhng khi nim cbn vchnh sch kinh t, chnh tr, x hi ca chnh ph

3. Mi trng v m

Mi trng chnh tr

Kt lun:

Nghin cu mi trng chnh trca nc xutkhu: l mi trng c nh hng ln n DNxut khu

Nghin cu mi trng chnh trca nc nhpkhu

Nghin cu mi trng lut php quc tnhIncoterms 2010, UCP 600

3. Mi trng v m

Mi trng vn ho

X hi m con ngi ln ln trong nhhnh nim tin cbn, gi trv cc chunmc ca h.

Con ngi hp th, hu nhmt cch khng

thc, mt thgii quan xc nh mi quanhca hvi chnh bn thn mnh, vingi khc, vi tnhin v vi vtr.

3. Mi trng v m

Mi trng vn ho

Gio dc: chnh sch pht trin gio dc, hthng

o to, trnh hc vn...

Tn gio v mc nh hng n x hi

Quan im vo c, thm m, li sng

Phong tc tp qun: nh hng n thi quen v tptnh mua hng

Ngn ng.

4. Mi trng quc t

Cc kh khn khi thm nhp th trng

nc ngoi

Nhng hn ch v thng mi (restrictions on

trade) gia cc quc gia.

Nhng thayi v thu quan (tariffs) v hn ngch

(quotas) ca chnh ph nc ngoi

Cc bin php kim sot hi gi (exchange

controls) ca chnh ph nc ngoi

Cc rocn thng mi phi thu quan

4. Mi trng quc t

H thng thng mi quc t

GATT

WTO

Cckhuvc thng mi t do khu vc

EU (European Union Lin minh chu u):

NAFTA (North American Free Trade Agreement - Hip

nh thng mi t do Bc M)

CAFTA (Central American Free Trade Agreement Hip

nh thng mi t doTrung M):


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4. Mi trng quc t

nh hng ca mi trng quc t n DN Bo h (protectionism)

t ra cc ro cn thu quan, hn ngch v phi thu

quan nhm bo v th trng nia.

S dng cc ro cn php l, hioi, ...i vi mt s

hng ha m quc gia khng khuyn khch nhp

khu.

Cc doanh nghip trong nc phi hp vi nhau dng

nn cc ro cn gia nhp ngnhi vi hng nhp khu.

4. Mi trng quc t

nh hng ca mi trng quc t n DN Cc ro cn thng mi (trade barriers)

Thu quan (Tariffs)

Hn ngch v giy php nhp khu (Quotas and Import

Licenses)

Cc b in php hn ch xut khu t nguyn (VERs)

Cc bin php ty chay v cm vn (Boycotts &

Embargos)

Cc ro cn tin t (Monetary Barriers)

4. Mi trng quc t

nh hng ca mi trng quc t n DN

Cc ro cn thng mi (trade barriers)

Cc t iuchun k thut (Standards)

Cc hnh pht bn ph gi (Antidumping Penalties)

Cc khon tr cp trong nc v cc gi kch thch kinh

t (Domestic Subsidies and Economic Stimuli)



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1

Bi ging

Marketing quc tChuyn 6: Ni dung v phng php nghin cu th trng

trong marketing quc t


Trng i hc Ngoi thng

Chuyn 6: Ni dung v phng php NCTT

Ni dung nghin cu thtrng1

Phng php nghin cu thtrng2

1. Ni dung nghin cu th trng

1.1 Nghin cu tng th

Cho php DN c ci nhn u tin mang

tnh cht tng thv hthng, t nhanh

chng nh gi chi, khnng v cch

tip cn cng cc bc i tip theo mtcch hp l.


1.1.1 Phn tch PESTEL


Phn tch PESTEL

1. Tm ra cc yu tnh hng.

2. Xc nh cc thng tin tc ng n cc

yu tny.

3.a ra kt lun tnhng thng tin .


Phn tch PESTEL

Chnh tr

Thchchnh tr, mc quan liu

Tdo bo ch

Chnh sch sdng lao ng

Chnh sch thu, bo h...

Quynh bo vmi trng, quyn li NTD

Khnng xy ra chnh bin


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2


Phn tch PESTEL

Kinh t

Giai on ca chu k kinh doanh

Chi ph nhn cng

Tc ng ca ton cu ho, ca cng ngh

Nhng thay i trong mi trng kinh doanh


Phn tch PESTEL

Vn ho x hi

Sc kho, trnh hc vn, tnh nng ng

Phong cch, quan im sng

Quanim ca bo ch, nhng k thtrong x hi

Nhng thay i vn ho, x hi


Phn tch PESTEL

Cng ngh

Tc ng ca cng nghtrng im

Tc ng ca internet

Hot ng R&Dnh hng ca chuyn giao cng ngh


1.1.2 Ngun thng tin, c s d liu

www.vnex.com (Cng thng tin XK quc gia)

www.ttnn.com.vn (thtrng nc ngoi)

www.intracen.org/marketanalysis/

www.vietrade.gov.vn

...


1.1.2 Ngun thng tin, c s d liu

Trademap: Bn thng tin thng mi

Market Access Map: Bn thng tin cc

ro cn thm nhp thtrng

Investment Map: Bn thng tin vu t


1.1.3 Cch thc la chn th trng nh hng

Cn cla chn thtrng nh hng

Quy m, tc tng trng thtrng

Chshp dn thtrng

V d: GRDI (chspht trin thtrng phn phi bn l

ton cu ca AT Kearney)

iu kin cshtng (giao thng, cng ngh,

thu t ai...)


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3


1.2 Nghin cu chi tit th trng Nghin cu khch hng mc tiu

Nghin cu sn phm

Nghin cu hthng phn phi

Nghin cu i tc, v i thcnh tranh

Nghin cu cung cu thtrng (v dbo

xu hng gi cthi gian ti).

Nghin cu sn phm

Cht lng sn phm L yu tquyt nh ssng cn ca doanh nghip

Sn phm phi m bo cc tnh nng kthut, cng

dng, trn csnhu cu ca khch hng.

Phm vi s dng ca sn phm

Thhin nhiu cng dng khc nhau ca sn phm

Gip doanh nghip tng lng cu v mrng th

trng.

Nghin cu sn phm

Nng lc cnh tranh ca sn phm

cnh tranh tt, ngoi cht lng, sn phm phi

bao gm cc chtiu khc nhdch vi km, iu

kin sdng m bo li ch ca ngi tiu dng

v li ch x hi.

Nghin cu h thng phn phi

Ni dung nghin cu phn phi

Nghin cu mng li phn phi i vi sn phm

tng t(nu c)

Nghin cu cc trung gian phn phi

Xc nh chin lc phn phi m cc i thang

sdng

Nghin cu i tc, i th

Nghin cu i tc

Tm hiu cc i tc truyn thng

Tm hiu i tc chin lc, vn chuyn,...

La chn cc i tc ph hp

Nghin cu i tc, i th

Ni dung nghin cu cnh tranh

Pht hin i thcnh tranh cucng ty

Pht hin chin lc ca i thcnh tranh

Xc nh mc tiu ca i thcnh tranh

Xc nh im mnh, im yu ca i thcnh tranh

nh gi cch phn ng ca i thcnh tranh

Thit khthng thng tin tnh bo

La chn i thcnh tranh tn cng v n trnh


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4

Cung cu th trng

Xc nh quy m th trng L vic xc nh lng cu ca thtrng vmt

hng ha cth.

Lng cu ca thtrng (dung lng thtrng):

Dung lng thtrng l khi lng hng ha c thbn

c trn mt phm vi thtrng trong mt thi knht nh,

thng l 1 nm.

Cng thc tnh dung lng thtrng:

DLTT = (Sn xut + TK u k TK cui k) + NK - XK

Cung cu th trng

c tnh lng cung v d bo xu hng gic tnh lng cung ca thtrng

Dtnh lng cung ca doanh nghip

Dbo xu hng gi ca thtrng

...


1.3 Nghin cu cc ro cn mi trng

Kh khn khi tip cn thtrng nc ngoi

Khong cch a l

Khc bit vthch, php lut

Tp qun v thi quen trong kinh doanh

Ro cn vtm l, giao tip

Thi, thin ch, mi quan tm ca ngi trli

Bt ng vngn ng, vn ha


1.3 Nghin cu cc ro cn mi trng

Kh khn khi tip cn thtrng nc ngoi

Vn nhn lc

Chi ph thc hin

chnh xc v tin cy ca kt qunghin cu th

trng

2. Phng php nghin cu th trng 2. Phng php nghin cu th trng

2.1 Quy trnh nghin cu th trng

Bc 1:Xc nh vn nghin cu

Bc 2: Lp khoch nghin cu

Bc 3:Thu thp thng tin

Bc 4: Xl thng tin

Bc 5: Bo co kt qunghin cu

Bc 6: Ra quyt nh marketing


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5

2. Phng php nghin cu th trng

2.2 Cc phng php nh tnh Nghin cu nh tnh l bc thu thp thng tin s

cp u tin

Thng qua nghin cu nh tnh, ngi tiu dng bc

lv (hoc) chia s nghca mnh mt cch t

nhin hng vo vn nghin cu.

Nhm trli cc cu hi:

Ai? Ci g? Ti sao? Nhthno?


2.2 Cc phng php nh tnh Quan st (Observation)

Phng vn

Phng vn c nhn (In-depth interview)

Phng vn nhm (Focus group)

Phng vn chuyn gia


Quan st

Quan st l phng php ghi li c kim sot cc s

kin hoc cc hnh vi ng xca con ngi.

Quan st trc tip Quan st gin tip

Quan st ngutrang Quan st cng khai

Cng cquan st

Gic quan ca con ngi

Thit bhtr: my m, my qut, chip in t


Quan st

u im

Thng tin chnh xc vhnh vi NTD

Kt hp tt vi phng php khc kim tra cho

Nhc im

Khng tnh tnh i din cho tng th

Khng thu thp c cc yu tng sau hnh vi nhng

c, thi


2.3 Cc phng php nh lng

Trn csnhng thng tin thu thp c tphng

vn su, DN cn tin hnh nghin cu trn din rng

nh gi, c lng vquy m, khi lng, tn

sut, mc ca cc vn c lin quan.

Nhm trli cc cu hi:

Bao nhiu? Bao lu? u? Khi no?


2.3 Cc phng php nh lng

iu tra v kho st (Survey)

Thc nghim (Experimentation)

M phng (Modelization)


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6


iu tra qua bng hi (lm survey) Bc 1: La chn mu

Bc 2:c lng kt qu

Bc 3: Lp bng hi


iu tra qua bng hi (lm survey) La chn mu:

Xc nh tng thchung

Xc nh khung chn mu (danh sch chn mu)

La chn phng php chn mu

Xc nh chth (cch thc) la chn n vmu


iu tra qua bng hi (lm survey)

Phng php chn mu

Chn mu ngu nhin (chn mu xc sut)

Chn mu ngu nhin n gian: Lp danh sch random

Chn mu ngu nhin hthng: Dng DTD vi hsk

Chn mu ckhi: Lp danh sch Chn ly cc khi Chn mu nhiu giai on: Chn n vmu tng cp

Chn mu phi ngu nhin (phi xc sut)

Chn mu thun tin

Chn mu phn on



c lng kt qu:

Sai skhi c lng kt quln mu tng th, khi mu iu

tra chmang tnh i din:

= t. p(1-p)/n

Trong : t = 1,96 ; n l smu iu tra

p l kt quiu tra vi mu

Xc nh quy m mu iu tra

n = p(1-p) . t2/ 2 . t2/ 2



Thit kbng cu hi

Xc nh cc nhm thng tin cn thu thp

Son tho v nh gi sbbng cu hi

Thit kcu trc bng cu hi

R sot vhnh thc bng cu hi

Thnghim v hon chnh bng cu hi.



Cu trc bng hi

Phn mu: Gii thiu, to thin cm...

Nhm cu hi sng lc

Nhm cu hi chnh

Cu hi hm nng

Cu hi c th

Nhm cu hi phn loi

Li cm n


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7


Thit k bng cu hi Mt syu cu i vi bng cu hi

Cc cu hi ngn gn, r rng, dhiu

Ththp l, chdn r rng

Cc cu hi cn i tn gin n phc tp

Trnh cc cu qu phc tp hay phi huy ng tr

nhqu nhiu

Khng t 2 cu hi trong cng mt cu


Thit k bng cu hi Mt syu cu i vi bng cu hi

Trnh nhng cu hi gy trngi (tui tc, thu

nhp) ngay phn u

Trnh cc cu hi gi cu trli: cch din t

phi mang tnh trung lp, khng p t

Trnh cc cu hi dng phnh, mh, t gi

thuyt, ti ngha hay a ngha


Thit k bng cu hi

Mt syu cu i vi bng cu hi

Trnh cc cu hi da theo gi trx hi xc

nhn

Khng nn sdng nhiu cu hi m(dng Ti

sao?) hay cc cu dng C/Khng

C thdng cc cu hi tr hnh xo tm l e

ngi ca ngi trli


Thit k bng cu hi

Mt sdng cu hi ng

Phni: C / Khng

Nhiu phng n: Single choice, Multiple choice

Thang Likert

Thang tm quan trng thuc tnh

Thang nh gi thuc tnh

Thang nh mua



60/69

1

Bi ging

Marketing quc tChuyn 7: Cc quyt nh marketing quc t


Trng i hc Ngoi thng

Chuyn 7: Cc quyt nh marketing quc t

Cc quyt nh lin quan n sn phm1

Cc quyt nh lin quan n gi2

Cc quyt nh lin quan n phn phi3

Cc quyt nh lin quan n xc tin4


Cc quyt nhlin quan n sn phm

1

1.1 Mt s vn lin quan n SP XK

Tiu chun ho, c bit ho SP

Cc hng tip cn TT nc ngoi

Xut khu nguyn mu ra TT ln cn

Ci tin SP ni a

Thit kmi SP khc bit Thit kSP tiu chun ho



Tiu chun ho (product standardization)

Khai thc li thca TT ton cu (stng ng)

Lm tng xu thton cu ho v ng nht ho

Cho php sn xut hng lot, mrng quy m

Cht lng SP c nng cao do tiu chun ho



C bit ho (product adaptation)

Do sa dng ca nhu cu thtrng

Do skhc bit vtrnh kinh t, cng ngh

Do nhng ro cn tchnh sch ca chnh ph

Do skhc bit vvn ho ca TT nc ngoi


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2


Cc hthng m ho SP

Hthng UPC (Universal Product Code)

Hi ng m thng nht MUCC (Uniform Code

Council, Inc.), c sdng tnm 1974

Hin vn ang sdng Mv Canada.


Cc hthng m ho SP

Hthng EAN (European Article Number)

Sng lp bi 12 nc chu u nm 1974

Nhanh chngc p dng hu ht cc nc

Tnm 1977, EAN trthnh mt tchc quc t

vi tn gi EAN quc t(EAN International)

EAN cho sn phm bn lc hai loi: EAN-13 v

EAN-8


Cc hthng m ho SP

EAN-13

NNNMMMMM I I I I C N: M quc gia (2 hoc 3 chs)

M: M doanh nghip (4, 5, hoc 6 chs)

I: M sn phm (5, 4 hoc 3 chs)

C: M kim tra


Cc hthng m ho SP

EAN-8

NNN I I I I C N: M quc gia (2 hoc 3 chs)

I: M sn phm (5 hoc 4 chs)

C: M kim tra


Cc tiu chun lin quan n SP

ISO 9000

L btiu chun quc tvhthng qun l CL

p dng cho mi mi loi hnh tchc, DN

BISO 9000 gm cc tiu chun cbn:

ISO 9000:2005 Hthng qun l CL - Csv tvng

ISO 9001:2008 Hthng qun l CL - Cc yu cu

ISO 9004:2009 Qun l tchc thnh cng bn vng

ISO 19011:2011 Hng dn nh gi cc hthng q.l


62/69

3



ISO 9000



ISO 14000

L btiu chun vqun l mi trng

Nhm gim thiu tc ng gy tn hi mi trng.

ISO 14001:2004/Cor.1: 2009 Hthng qun l mi

trng - Cc yu cu v hng dn sdng

TCVN ISO 14001:2010 Hthng qun l mi

trng Cc yu cu v hng dn sdng.



SA 8000

Do Social Accountability International (SAI) pht

trin v gim st.

L mt hthng cc tiu chun trch nhim gii

trnh x hi hon thin cc iu kin lm vic

cho ngi lao ng ti cc doanh nghip.

Lao ng trem, phn bit i x, klut lao ng,

lng v quyn li khc, quan hcng ng, qun l...


Cc hthng qun l sn xut

KAIZEN

Kai - "Thay i , Zen - "Tt hn", ngha l "Thay

i tt hn" hoc "Ci tin lin tc.

Kaizen khng phi l mt cng ckthut m l

trit l qun l.



KAIZEN (Quy trnh theo PDCA)

B1: La chn ch(cng vic, bphn...) (P)

B2: Tm hiu hin trng v xc nh mc tiu (P)

B3: Phn tch dkin thu thp xc nh nguyn

nhn (P)

B4: Xc nh bin php thc hin trn csphn

tch dliu (P)



KAIZEN (Quy trnh theo PDCA)

B5: Thc hin bin php (D)

B6: Xc nhn kt quthc hin (C)

B7: Xy dng hoc sa i cc tiu chun

phng nga ti din (A)

B8: Xem xt cc qu trnh trn v xc nh dn

tip theo (A)


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4



5S



5S

Sng lc

Sp xp

Sch s

Sn sc

Sn sng


Cc loi sn phm trong doanh nghip

Sn phm cho (Leader Product)

Sn phm tin phong (Locomotive Product)

Sn phm chin thut (Tactic Product)



Sn phm cho (Leader Product)

L sn phm quyt nh n thnh cng v tht bi

ca cng ty

Thu ht c nhiu khch hng nht

m bo mc li nhun cao nht

To ra bc t ph mi trong kinh doanh

To nn tn tui, hnh nh v danh ting cho DN



Sn phm tin phong (SP u tu)

L sn phm i tin phong ko theo nhng sn

phm khc

L sn phm tiu thc hiu qu

Cng cthng hiu v li thcnh tranh cho

doanh nghip

Trong mt strng hp, chnh l SP cho



Sn phm chin thut

ng vai tr htrcho vic mrng khch hng

Gp phn tng doanh sv li nhun

Tn dng nguyn liu, nh xng, my mc

Doanh sv li nhun thu c thng khng ln


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5

1.2 Vng i sn phm quc t

Khi nim: (International Product Life Cycle- IPLC) l khong thi gian bt u khi sn

phm c tung ra thtrng nc xut

khu (khi xng), tri qua mt sgiai

on cho ti khi sn phm c xut khu

ngc trli tnc ang pht trin sang

nc khi xng v cc nc pht trin.


IPLC c nghin cu vi 3 nhm nc:

Nc khi xng (A)

Nhm cc nc pht trin khc (B)

Nhm cc nc ang pht trin (C)

IPLC ng vi cc SP hon ton mi trnton thgii

IPLC chia lm 5 pha, sphn chia giacc pha chl tng i


Cc giai on ca IPLC

Pha 0 (giai on 1): i mi trong nc

Pha 1 (gian on 2): i mi ngoi nc

Pha 2 (giai on 3): Tng trng v chn mui

Pha 3(giai on 4): i mi trn ton thgii

Pha 4 (giai on 5): i mi ngc chiu



Pha 0: i mi trong nc

SP c sn xut v tiu thti TT nc khi xng

SP, thng din ra ti cc nc pht trin c vn v

thu nhp cao, c bit l M

SP chbn trong nc, khng c XNK SP tng t

Cc i thtrong thtrng ni a

Thtrng mc tiu l nc khi xng

Chi ph SX cao do phi u t, R&D


Pha 1: i mi ngoi nc

Sn phm bt u c xut khu sang cc ncpht trin khc

Chi ph SX nhdo li thSX theo quy m

DN ca cc nc khi xng cnh tranh vi nhau vcc DN khc cc nc pht trin

Thtrng mc tiu l: cc nc pht trin v phncn li ca nc khi xng

Vo cui pha ny XK tng mnh


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6


Pha 2: Tng trng v chn mui Xut khu ca nc khi xng tng nhanh v t

mc cao nht

SP bt u c sn xut nc ngoi

Thtrng mc tiu l: cc nc pht trin v mt snc ang pht trin (NICs)


Pha 3: i mi trn ton th gii SP c bt chc SX trn ton thgii

Xut khu ca nc khi xng gim mnh v btu bc vo suy thoi.

Gim mnh do c stham gia ca nc ang phttrin

Thtrng mc tiu l cc nc ang p/trin

Cng ty ca nc khi xng thu hp SX, chuynsang tm kim SP khc


Pha 4: i mi ngc chiu

Nc khi xng SP khng cn xut khu sn phm

Sn phm c xut khu trli nc khi xngtheo hng i mi ngc chiu

Thtrng mc tiu l nc khi xng sn phm.

Chi ph sn xut tng


Cc pha XNK Th trng mctiu

Cc i th cnhtranh

Chi ph snxut

Pha 0 XNK = 0 Nc khi xng L cc i th trongth trng ni a

Rt cao, do qui msx cn nh

Pha 1 XK ca nc khixng pht trinnhanh

Ccnc phttrinv phn cnli ca nckhixng

DN ca cc nc khixng cnh tranh vinhau v cc DN khc cc nc pht trin

Gim nh

Pha 2 XK nc khixng n nh

Cc nc phttrin v mt phnca cc nc cng

nghip mi

(Nt) n nh, cui phany DN nc khixng tin hnhchuyn giao CN

sang nc CN mi

Pha 3 XK nc khixng gim mnh

Cc nc angpht trin

DN ca cc nccnh tranh vi DNthuc nhm CN mi

Gim mnh do cs tham gia canc ang phttrin

Pha 4 Nhp khu nckhi xng tngmnh

Nc khi xng DN ca cc ncang pht trin cnhtranh trong vic XKhng ho tr li nckhi xng

Tng v phi qunl cht chhn


ngha ca vic nghin cu IPLC

IPLC p dng phbin cho cc SP cng nghip, cbit l nhng SP c hm lng cng nghcao

IPLC chra quy trnh 6 bc xut khu sn phm

IPLC ko di hn so vi NPLC

Trong IPLC, chuyn giao cng nghdin ra trong 2pha: pha 2 tnc A sang nc B v pha 3 tAsang C.

1.4 Nhn hiu v bao b hng ho

Khi nim bao b

Bao b l tt cnhng vt liu cha ng vbao bc sn phm, gm bao b bn trong vbao b bn ngoi.


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7


Chc nng ca bao b

Nhm chc nng ni ti:

Bo v

Duy tr

Mang vc

Cn i

Sn sng

Nhm chc nng Marketing:

Gii thiu

Xc t in bn hng


Nhn hiu hng ho iu 4, lut SHTT 2005

Nhn hiu l du hiu dng phn bithng ho, dch vca cc tchc, c nhnkhc nhau.


Nhn hiu hng ho

iu 72, lut SHTT 2005: Nhn hiu c bo

hnu p ng cc iu kin sau y:

L du hiu nhn thy c di dng chci, tng, hnh v, hnh nh, kchnh ba chiu hoc

skt hp cc yu t, c thhin bng mthoc nhiu mu sc;

C khnng phn bit hng ho, dch vca chshu nhn hiu vi hng ho, dch vca chthkhc.


Yu cu i vi nhn hiu

Ngn gn

Dc dnh

Gi mn sn phm

Sn sng c quc tho


ng k bo h nhn hiu

Nm 2008, Vit Nam c 400.000 doanh nghip.

Chc 15.000 nhn hiu c ng k.

1.3 Qun tr v pht trin sn phm

Pht trin sn phm mi

B1: Hnh thnh tng sn phm mi

B2: Tuyn chn tng

B3: Lp lun chng kinh tkthut

B4: Thit kmu v tuyn chn mu SP mi

B5: Sn xut th

B6: Bn th


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8

1.3 Qun tr v pht trin sn phm

Thng mi ho sn phm Bao b, ng gi sn phm

Thng hiu sn phm

Xy dng hthng phn phi ti u

Qung co quc tv cc hot ng xc tin

khc...


Cc quyt nhlin quan n gi

2

2. Cc quyt nh lin quan n gi

Chin lc gi trong giai on thm nhp

Chin lc gi ht vng (Skimming Pricing)

L chin lc nh gi cao ngay tkhi tung sn phm ra

thtrng nhm mc tiu thu c li nhun cao.

iu kin p dng gi ht vng

SP hon ton mi vi thtrng,c hm lng CN cao,kt cu phc tp, kh bt chc

Sn phm mi l, c o

nh gi cao em li n tng sn phm c cht lng

DN c quyn c cng ngh.


Chin lc gi trong giai on thm nhp

Chin lc gi tn cng (Penetration Pricing)

L chin lc nh gi thp ngay tkhi tung sn phm ra

thtrng nhm mc tiu tng doanh sv thphn.

iu kin p dng gi tn cng

Sn phm c kt cu n gin, dbt chc. Khi thtrng xut hin i thcnh tranh

Khi doanh nghip cn mrng thtrng


Chin lc gi trong giai on tng trng

v chn mui

Chin lc gi phn bit

Theo nhm khch hng

Theo nguyn tc a l

Theo iu kin giao hng...

Chin lc gi theo tm l khch hng

nh gi theo con sl

nh gi theo con schn


Chin lc gi theo tm l khch hng

nh gi theo con sl

Wave Alpha: 11.990.000 ng

Lm cho NTD cm thy mc gi c xu hng ri

p dng vi hng tiu dng thng xuyn.

nh gi theo con schn

To cm gic phng khong i vi vic mua sm

p dng vi hng ha xa x.

8/13/2019

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