Professional Documents
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Marketing Quoc Te
Marketing Quoc Te
MARKETING QUC T
Ging vin: TS Nguyn Huyn Minh Khoa Kinh t v Kinh doanh quc t Tng 2 nh B, i hc Ngoi thng 91 ph Cha Lng qun ng a H Ni
Email: T:
http://twitter.com/huyenminh
TC28E KTN
Yu cu sinh vin nghim tc thc hin cc ni quy, quy ch ca nh trng, c bit l vn eo th sinh vin. Sinh vin bt buc phi eo th bng dy eo ca nh trng khi vo trng, vo ging ng, trong sut bui hc cng nh khi i li trong khun vin nh trng. KHNG EO TH = KHNG VO HI TRNG, KHNG C IM DANH, KHNG C NHN KIM TRA, KHNG C D THI.
TC28E KTN
Cn gi gn v sinh phng hc cng nh trong khun vin nh trng v trn ng ph, to np sng vn ha v vn minh hc ng. Rn luyn thc k lut, tc phong nhanh nhn; nghim tc, trung thc; i hc ng gi, gi trt t; c ti liu, phn bin bi ging hc tp c hiu qu.
Th t 17/4: Chng 6
Th hai 22/4: Chng 7
- Trc tip cho ging vin (T 01 226 376 787). - Khoa o to ti chc (tng 2 nh A, gio vin ch nhim: TS Nguyn Bch Lan). - B mn Marketing quc t (Trng B mn: PGS. TS. Nguyn Thanh Bnh). - Khoa Kinh t v Kinh doanh quc t (Trng Khoa: PGS. TS. Bi Th L, tng 2 nh B, T: 04 3835 6800/01, my l 515, 518). - Ban Gim hiu (Hiu trng: GS. TS. Hong Vn Chu, tng 8 nh A, T: 04 3834 4403, my l 168). - H thng hp th ly kin t trong khun vin trng hoc ti a ch http://cqa.ftu.edu.vn do Trung tm m bo cht lng (tng 10 nh A) qun l.
- u tin lin lc qua email, vui lng ghi r trn tiu (subject): TC28E - Ni dung hi. V d:
TC28E Bi ging chng II TC28E Bi tp chng Gi
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1. Khi qut chung v Marketing 2. Khi nim Marketing quc t 3. T chc cng ty kinh doanh quc t
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1.1. Mt s nh ngha: - NAMT (1935): Marketing l vic tin hnh cc hot ng kinh doanh nhm hng cc lung hng ha v dch v t ngi sn xut v pha ngi tiu dng.
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1.1. Mt s nh ngha: - Philip Kotler (1976): Marketing l mt hot ng ca con ngi nhm tha mn nhu cu v mong mun thng qua trao i.
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1.2. Bn cht ca Marketing: - L mt h thng cc hot ng v gii php ca doanh nghip, xut pht t th trng v nhm tha mn nhu cu ca th trng, qua t mc tiu kinh doanh
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7 khi nim c bn: - Nhu cu - c mun - S cu, lng cu - Sn phm - Trao i - Giao dch - Th trng
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1.5.1. Nhu cu: - Nu quan tm n nhu cu ca NTD theo quan im Marketing, DN cn p ng tt nht nhu cu ca h ginh im trc i th v c NTD tin tng, la chn - Tha mn nhu cu l tng ci ngun ca Marketing.
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1.5.2. c mun: - L s hng ti nhu cu c th. chnh l vic ngi ta lm g tha mn nhu cu ca mnh - Theo Philip Kotler, khi mt c nhn gn nhu cu vi mt vt c th th cho thy l mnh c mt c mun
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1.5.2. c mun: - c mun cng rt a dng, phong ph. chnh l nhu cu c dng c th, tng ng vi trnh vn ha, li sng, thi quen v nhn cch ca c th.
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1.5.3. S cu, lng cu: - c mun ca con ngi hu nh v hn nhng kh nng thanh ton li c hn. Khi c mun b gii hn bi kh nng thanh ton th l s cu, hay lng cu.
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N
E E D S W A N
Pricing
D E M A N D S
Distribution
V
P R O D U C T S A L U E
R & D
T
S
EXCHANGE TRANSACTION
MARKET
Capabilities to pay
Promotion
MARKETING ENVIRONMENT
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Cc thnh phn c bn (1): - Sn phm: c tnh, cht lng, chng loi, mu m, kiu dng, kch c, bao b, nhn mc, thng hiu, bo hnh, dch v sau bn hng - Gi: bng gi, gi nim yt, gim gi, chit khu, iu kin thanh ton, iu kin tn dng Nguyn Huyn Minh
(FTU)
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Cc thnh phn c bn (2): - Phn phi: Knh phn phi, la chn im bn, o to nhn vin, trng by hng ha, qun l kho bi, vn chuyn, logistics - Xc tin: Qung co, PR, hi ch trin lm, Marketing trc tip, xc tin bn, vn minh thng mi Nguyn Huyn Minh
(FTU)
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Marketing hn hp: - Marketing-Mix (4Ps) l s vn dng nhun nhuyn v kt hp hi ha c 4 thnh phn c bn (sn phm, gi, phn phi, xc tin) t hiu ng tt nht ln th trng mc tiu ca doanh nghip.
Nguyn Huyn Minh (FTU)
D
U C E R
COST(S)
T
O M E R
PLACE
CONVENIENCE
PROMOTION
COMMUNICATION
Nguyn Huyn Minh (FTU)
Acceptability
D
U C E R
PRICE
Affordability
COST(S)
T
O M E R
PLACE
Availability
Awareness
CONVENIENCE
PROMOTION
COMMUNICATION
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1.5. Cc quan im kinh doanh 1.5.1. Quan im hon thin sn xut: - Theo quan im ny, NTD s c thin cm hn i vi nhng mt hng c bn rng ri vi gi c phi chng - Cc DN cn tp trung vo vic nng cao hiu qu sn xut (high production efficiency) v m rng h thng phn phi (wide distribution coverage ). Nguyn Huyn Minh
(FTU)
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1.5.2. Quan im hon thin sn phm: - Theo quan im ny, NTD s a thch nhng sn phm c cht lng tt nht, c tnh nng s dng cao nht - Cc DN cn tp trung vo vic hon thin (making superior products) v khng ngng i mi (improving them over time) sn phm ca mnh . Nguyn Huyn Minh
(FTU)
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Doanh nghip
Xut pht im
Sn phm
i tng quan tm ch yu
N lc bn hng & XT
Phng tin t mc tiu
Th trng mc tiu
Nhu cu KH
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XH
Nhn thc, tng tc
p lc
NTD
p lc
DN
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Bn cht v nhng vn ct li
Bn cht:
- Tm v tha mn tt nht nhu cu ca ngi tiu dng nc ngoi - y mnh tiu th sn phm bng con ng xut khu theo ngha y - Mi trng hot ng m rng v phc tp trn nhng cp khc nhau
Nguyn Huyn Minh (FTU)
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Bn cht v nhng vn ct li
Bn cht:
- Doanh nghip ng vai tr l nh XK, nh kinh doanh QT, nh u t QT, cng ty quc t, cng ty ton cu - Cnh tranh quc t v ginh git li th cnh tranh tr nn phc tp v khc lit hn nhiu v c quy m, hnh thc ln chin lc, cng c.
Nguyn Huyn Minh (FTU)
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Bn cht v nhng vn ct li
Nhng vn ct li :
- Nghin cu v pht hin nhu cu, mong mun ca khch hng ton cu - p ng, tha mn nhu cu khch hng trn phm vi th gii - Thc hin tt hn cc i th - Phi hp tt t duy v hnh ng Marketing - Nhn thc c cc tr ngi ca mi trng kinh doanh quc t
Nguyn Huyn Minh (FTU)
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(3): SN PHM
DOANH NGHIP
BIN GII
TH
TRNG
(4): TI CHNH
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Phn bit:
Domestic vs. International Marketing
Phn bit:
Domestic vs. International Marketing (theo phm vi a l) Local vs. Global Marketing (theo nhu cu th trng, t duy v hnh ng)
Phn bit:
Domestic Marketing Export Marketing International Marketing Multinational Marketing Global Marketing
Ton cu ha (80%)
Phn bit:
Domestic Marketing Export Marketing International Marketing Multinational Marketing Global Marketing
Phn bit:
Local Marketing = Marketing a phng???
Phn bit:
Local Marketing Marketing khu vc/cc b (mang tnh a phng)
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c gio trnh Marketing quc t: - M hnh t chc cng ty kinh doanh quc t: tr. 65 71 v tr. 245 251.
Tm hiu v quy ch thng nhn v hnh thc php l ca cc doanh nghip Vit Nam v trn th gii
Nc ngoi:
- M: Corp, Inc, LLC, LLP, SP - Anh: LLP, Ltd, Plc, SP - Australia: Inc, NL, Ltd, Pty, Pty Ltd - Php: EI, SNC, SCS, SCA, EURL, SARL, SA, SAS - c: AG, GmbH, KG, KGaA, OHG - : SNC, SAS, SAPA, SRL, SPA - Nht: KK, GK, GSK, GMK - Singapore: LLP, Ltd, Pte Ltd Vit Nam: Lut TM 2005, Lut DN 2005
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MI TRNG MARKETING QT
1. Khi qut chung 2. Mi trng bn trong 3. Mi trng bn ngoi 4. Mi quan h gia cc yu t mi trng Marketing
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1.1. Khi nim: - Mi trng Marketing l tp hp cc yu t c th gy nh hng n hot ng kinh doanh ca doanh nghip trn th trng.
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1.2. Phn loi: - Cn c vo phm vi tc ng: mi trng vi m, mi trng v m; mi trng quc gia, mi trng quc t. - Cn c vo kh nng kim sot ca DN: mi trng bn trong, mi trng bn ngoi.
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2. Mi trng bn trong
2.1. Khi nim: - L cc yu t ch quan, ni ti m doanh nghip c th kim sot c. - Bao gm 4 yu t c bn: mi trng ti chnh, mi trng cng ngh, mi trng nhn s v vn ha doanh nghip.
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2. Mi trng bn trong
2.2. Mi trng ti chnh: Tnh hnh ti chnh Vn t c, vn i vay Kt qu kinh doanh (l, li) Cc t sut lin quan n vn, li nhun, u t
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2. Mi trng bn trong
2.3. Mi trng cng ngh: - Hin trng my mc thit b - Trnh cng ngh sn xut - Chin lc R&D
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2. Mi trng bn trong
2.4. Mi trng nhn s: - Trnh qun l, nghin cu - Tay ngh cng nhn - Chin lc tuyn dng, o to, s dng v pht trin ngun nhn lc
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2. Mi trng bn trong
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2. Mi trng bn trong
3. Mi trng bn ngoi
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3.1. Khi nim: - L cc yu t khch quan, chi phi hot ng ca doanh nghip. - Doanh nghip khng nhng khng th kim sot c, m cn phi theo di, nm bt v t iu chnh cho ph hp vi nhng yu t y.
3. Mi trng bn ngoi
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3. Mi trng bn ngoi
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3.3. Mi trng chnh tr-php lut: H thng chnh tr Cc c quan qun l Cc lut v vn bn di lut Chnh sch u t, thu kha
3. Mi trng bn ngoi
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3.4. Mi trng cnh tranh: - Tnh hnh cnh tranh - Quy m, tnh cht cnh tranh - Nghin cu m hnh cc lc lng (p lc) cnh tranh theo Michael Porter (GT Marketing l thuyt tr. 171)
3. Mi trng bn ngoi
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3.5. Mi trng khoa hc cng ngh: - Mt bng v trnh cng ngh - Chnh sch u t, nghin cu v pht trin cng ngh quc gia
3. Mi trng bn ngoi
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3.6. Mi trng vn ha-x hi v nhn khu hc: - Quy m dn s, mt , c cu v phn b dn c, hnh thc t chc v quy m gia nh - Thi quen, tp qun, tn ngng, thi , phong cch sng, li sng
3. Mi trng bn ngoi
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3.7. Mi trng t nhin: - Cc yu t a l kh hu, ti nguyn, t ai - Vn nhim mi trng (khng kh, ngun nc) v nhn thc, thi ca cng chng.
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- DN khi hot ng th chu s tc ng ca c hai loi mi trng, trong MTBN bao gm cc yu t DN khng th kim sot c gi vai tr quan trng nht v c nh hng rt ln n thnh cng hay tht bi ca DN.
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- C th coi MTBN l iu kin khch quan, cn MTBT l kh nng ch quan, hay cc phng tin DN thc hin mc tiu ca mnh. Yu cu i vi DN l phi thch nghi v iu tit cc yu t MTBT cho ph hp vi nhng c im v bin ng ca MTBT.
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- Gia cc yu t MTBT c s tc ng qua li - Gia cc yu t MTBN c s tc ng qua li - MTBT v MTBN cng c s tc ng v gy nh hng ln nhau
Bt ng ca
thnh cng
v tht bi
Tht bi ca ngi s 1
MI TRNG VI M
MI TRNG V M
En 2005, une affiche publicitaire pour les stylistes Marith + Franois Girbaud provoque une polmique dans le milieu catholique. La photo, qui reproduit la Cne de Lonard De Vinci, met en scne 12 femmes et un homme aux places de Jsus et de ses aptres. Un parallle qui ne fut pas du got des croyants... L'association Croyance et libert a attaqu les crateurs en justice et a gagn son procs avant d'tre finalement dboute en novembre 2006.
Ly mu (sampling):
Ngu nhin (Simple random ~) Mu chm (Stratified ~) Mu phn lp (Multi-stage ~) Mu hn ngch (Quota ~) Mu h thng (Systematic ~)
Nguyn Huyn Minh (FTU)
Cc yu t nh hng n hnh vi tiu dng: Nhm yu t vn ha Nhm yu t x hi Nhm yu t c nhn Nhm yu t tm l Nhm yu t hon cnh (tnh hung)
Nguyn Huyn Minh (FTU)
Cc yu t nh hng n hnh vi tiu dng: Nhm yu t vn ha (cultural factors): + nn vn ha (culture) + nhnh vn ha (subculture) + tng lp x hi (social class)
Cc yu t nh hng n hnh vi tiu dng: Nhm yu t x hi (social factors): + cc nhm nh hng (groups) + gia nh (family) + vai tr (roles) v a v (status)
Nhm yu t c nhn (personal factors): + tui (age) v giai on pht trin (life-cycle stage) + ngh nghip (occupation) + hon cnh kinh t (economic situation) + phong cch sng (lifestyle) + tnh cch (personality) v nim v bn thn (self-concept): we are what we have
Nguyn Huyn Minh (FTU)
Cc yu t nh hng n hnh vi tiu dng: Nhm yu t tm l (psychological factors): + ng c (motivation) + nhn thc (perception): selective attention, selective distortion, selective retention + qu trnh tip thu (learning) + nim tin (beliefs) v thi (attitudes)
Nguyn Huyn Minh (FTU)
Nhm yu t hon cnh/tnh hung (situational factors) + khng gian vt cht (physical surroundings) + khng gian giao tip (social surroundings) + vin cnh thi gian (time perspective) + xc nh mc tiu (task definition) + tnh trng trc (antecedent state)
Nguyn Huyn Minh (FTU)
Cognitive stage (Nhn thc, l tr) Affective stage (Thi , tnh cm) Behavioral stage (Hnh vi, hnh ng)
Nguyn Huyn Minh (FTU)
V nghin cu hnh vi ngi tiu dng, tham kho thm m hnh tng hp ca Engel J., Blackwell R., Miniard P. (EKB model) cng cc m hnh chuyn su khc nh Theory of reasoned action (Fishbein, Ajzen), Theory of planned behavior (Ajzen)
Nguyn Huyn Minh (FTU)
- Yu cu i vi phn on th trng:
Cc phn on phi ng nht, ring bit v xc nh c mt cch r rng (Homogeneous, Differentiable/Distinctive, Tangible/Measurable)
Nguyn Huyn Minh (FTU)
- Yu cu i vi phn on th trng:
Phn on phi mang tnh kh thi DN c th tip cn v t mc tiu ca mnh (Substantial, Accessible, Defendable)
Nguyn Huyn Minh (FTU)
- Yu cu i vi phn on th trng:
5 phng n la chn th trng mc tiu (Ngun: Marketing Management, Philip Kotler, Kevin L. Keller, 13th edition, Pearson/Prentice Hall, 2009).
Local Marketing =
Marketing a phng???
MARKETING TP TRUNG
MARKETING PLAN OUTLINE Executive Summary Current/Market Situation Analysis SWOT Analysis Marketing Objectives Marketing Strategy Action Plan(s) Projected profit-and-loss statement/Budgets Control Procedures
2008 7.006
2009 5.766
2010 7.463
1. Dch v du lch
2. Dch v vn ti 3. Dch v BC-VT 4. Dch v ti chnh 5. Dch v bo him 6. Dch v Chnh ph 7. Dch v khc II. Nhp khu 1. Dch v du lch 2. Dch v vn ti
3.930
2.356 80 230 60 50 300 7.956 1.300 4.974
3.050
2.062 124 175 65 100 190 6.900 1.100 4.273
4.450
2.306 137 192 70 108 200 8.361 1.470 5.048
5.620
2.505 N/A N/A N/A N/A N/A 11.859 1.710 8.226
3. Dch v BC-VT
4. Dch v ti chnh 5. Dch v bo him 6. Dch v Chnh ph 7. Dch v khc III. Nhp siu
54
230 473 75 850 950
59
153 354 141 820 1.134
79
195 469 150 950 901
N/A
N/A N/A N/A N/A 2.980
T l so vi XK (%)
13,6%
19,7%
11,5%
33,6%
2. Giy dp
3. Thy sn 4. Dch v du lch 5. in t, my tnh 6. My mc, thit b... 7. G v sn phm g 8. qu, kim loi qu... 9. Dch v vn ti II. Nhp khu 1. Phn bn 2. Dch v vn ti 3. Du m ng thc vt 4. Thc n gia sc... 5. t, xe my 6. Cht do
4.768
4.509 3.930 2.640 1.859 2.767 794 2.356 80.714 + 7.956 13.103 4.974 3.714 4.458 2.581 3.035
4.100
4.300 3.050 2.763 2.028 2.598 2.723 2.062 69.949 + 6.900 12.369 4.273 3.954 4.226 3.290 4.306
5.122
5.017 4.450 3.590 3.057 3.435 2.824 2.306 84.004 + 8.361 13.493 5.048 5.270 5.362 5.021 3.530
6.549
6.112 5.620 4.670 4.160 3.955 2.665 2.505 106.750 + 11.859 15.342 8.226 7.248 6.730 6.243 4.255
Marketing dch v
TRONG SN PHM
Marketing dch v
S KHC BIT TRONG CCH TIP CN, CM NHN V NH GI CHT LNG
Marketing dch v
MT S C IM CHNH CA DCH V:
- Tnh v hnh (intangibility) - Tnh ng thi (simultaneity), hay tnh khng th phn chia (inseparability) - Tnh kh bin (variability), hay tnh khng ng nht (heterogeneity) - Tnh khng th lu kho, d tr (perishability)
- CHNG 5 -
Gii cng ngh ang r tai nhau v smartphone Facebook do HTC sn xut, d kin ra mt 4/4/2013. Liu y ch l tr a C Thng T hay s l mi e da vi cc nh sn xut smartphone hng u th gii?
Bao b sn phm (1): - Vai tr v chc nng (7P): Bo v, Duy tr, Mang vc, Cn i, Gii thiu, Thc y, Sn sng. - Phn loi: Bao b thng phm (bao b cha ng, bao b ngoi) c gn trc tip v c bn cng; bao b khng c tnh cht thng phm.
Bao b sn phm (2): - M vch sn phm: + Khi nim: L vic m ha (nh m s) cho sn phm theo mt quy tc chung nhm m bo s thun tin t sn xut n vn chuyn, phn phi v tiu dng trn phm vi quc gia v quc t.
Bao b sn phm (2): - M vch sn phm: + Cc h thng: UPC: Universal Product Code (Bc M) v EAN: European Article Number (EU, Nht) + Phn tch m vch: M QG-M DN-M MH-Ch s kim tra
Bao b sn phm (2): M QG: VN: 893 c: 40-43, 440 Php: 30-37 TQ: 690-695 Nht: 45 v 49 Thy S: 760-769 Nga: 46 USA: 00, 01, 03, 06-13 Anh: 50
Nhn hiu sn phm: - Brand vs Trademark (theo AMA, theo WIPO, theo thc tin kinh doanh) - Nhn hiu vs thng hiu trong ting Vit - Nhn hiu theo B Lut Dn s c (. 785) - Nhn hiu theo Lut SHTT (. 4.16 v . 72) - Cc thnh phn ca nhn hiu - Cc ni dung lin quan
Nhn hiu sn phm: (Theo Lut SHTT, 2005) iu 72. iu kin chung i vi nhn hiu c bo h Nhn hiu c bo h nu p ng cc iu kin sau y: 1. L du hiu nhn thy c di dng ch ci, t ng, hnh v, hnh nh, k c hnh ba chiu hoc s kt hp cc yu t , c th hin bng mt hoc nhiu mu sc; 2. C kh nng phn bit hng ho, dch v ca ch s hu nhn hiu vi hng ho, dch v ca ch th khc.
3.3. Gi tr thng hiu Khi nim gi tr thng hiu Cc phng php xc nh gi tr thng hiu ngha ca gi tr thng hiu Ni dung kho st, iu tra v thng hiu
2008
BRAND EQUITY =
BRAND
CONTRIBUTION X
BRAND
MOMENTUM
(BrandZ method)
2012 Ranking
8. Intel
9. Samsung
H Ngoi thng, Lp nghip v kinh doanh 10.Toyota XNK 137, 3/2013
Gi tr thng hiu =
Cht lng sn phm (cam kt, uy tn) + Gi tr hnh nh (bn sc, nim tin)
Brand equity: the marketplace THE MARKETING-MIX value of a brand based on & PRODUCTS reputation and goodwill.
4 levels of a brand value: (4 cp ca gi tr thng hiu) -Brand -Brand -Brand -Brand awareness (nhn bit) acceptability (chp nhn) preference (a thch) loyalty (trung thnh)
4 cp ca gi tr thng hiu: - Hai cp u tin thin v hu hnh - Hai cp tip theo thin v v hnh - Cp cui cng l cp c tnh bn vng cao nht, gn kt khch hng, bo v uy tn thng hiu
6 cp ca ngha thng hiu: - Thuc tnh sn phm: tnh nng mi - Li ch ngi dng: thoi mi, tin li - Gi tr truyn ti: nng ng, ng cp - Phong cch, vn ha: si ni, tr trung - C tnh c trng: ci m, quyt on - Bn thn ngi dng: snh iu, thnh t
Thng hiu:
Tp hp cc du hiu nhn bit v cc gi tr m khch hng cm nhn c nhm phn bit sn phm, cht lng v uy tn ca nh sn xut ny vi sn phm, cht lng v uy tn ca nh sn xut khc.
H thng nhn din thng hiu Tm nhn v s mnh Cc yu t ct li Cc yu t gn lin vi sn phm Cc yu t gn lin vi hot ng sn xut-kinh doanh Cc yu t gn lin vi truyn thng thng hiu
H thng nhn din thng hiu Cc yu t ct li Biu tng (Logo) Khu hiu (Slogan) Thit k c trng (mu sc, kiu ch)
H thng nhn din thng hiu Cc yu t gn lin vi sn phm Bao b, bao gi B cc, kiu dng, khi hnh Tem, nhn sn phm
H thng nhn din thng hiu Cc yu t gn vi hot ng truyn thng thng hiu: Cc n phm Vt phm qung co Cc s kin (khai trng, ngy hi) Hi ch trin lm
Bnh lun mang tnh chm bim ca cng ng mng v b nhn din thng hiu mi ca Vietcombank (4/2013)
PHT TRIN BN VNG THNG HIU I VI CC DOANH NGHIP 4.1. Cc cp xy dng v pht trin thng hiu 4.2. Cc cng c truyn thng v qung b thng hiu 4.3. Cc quy nh php lut c lin quan 4.4. Vn xy dng v qung b thng hiu trc tuyn
Gi tr thng hiu Gi tr thng hiu: = Cht lng sn phm (cam kt, uy tn) + Gi tr hnh nh (bn sc, nim tin)
Gi tr thng hiu
4 cp ca gi tr thng hiu: - Nhn bit (brand awareness) - Chp nhn (brand acceptability) - a thch (brand preference) - Trung thnh (brand loyalty)
Gi tr thng hiu 4 cp ca gi tr thng hiu: - Hai cp u tin thin v hu hnh - Hai cp tip theo thin v v hnh - Cp cui cng l cp c tnh bn vng cao nht, gn kt khch hng, bo v uy tn thng hiu
Cc cp xy dng v pht trin thng hiu Cp sn phm Cp doanh nghip Cp ngnh ngh v/hoc vng a l Cp quc gia
Cp 1: SN PHM - Nhn mnh n cc thuc tnh, kt cu vt cht ca sn phm, bao b, cht lng ca sn phm, mc p ng nhu cu
Cp 2 : DOANH NGHIP - Nhn mnh n vn chin lc, b nhn din thng hiu, truyn thng thng hiu, quan h vi khch hng
Cp 3: NGNH NGH - Mc lin kt cc doanh nghip trong cng mt ngnh to ting ni, sc mnh v li th cnh tranh ti th trng ni a v xut khu
Cp 3: VNG A L - Mc lin kt cc doanh nghip trong cng mt a phng to ting ni, sc mnh v li th cnh tranh ti th trng ni a v xut khu.
Cc cp xy dng v pht trin thng hiu Cp 4: QUC GIA - Chin lc xy dng gi tr v thng hiu quc gia bt u t vic cc doanh nghip xy dng thng hiu ca mnh to uy tn v hnh nh cho quc gia. Ngc li, v sau ny, mi sn phm cng s c hng li t gi tr thng hiu quc gia.
Ni dung xy dng v pht trin thng hiu qua cc giai on (1) Giai on nh v v xy dng thng hiu: ch trng n sn phm v b nhn din thng hiu
Ni dung xy dng v pht trin thng hiu qua cc giai on (2) Giai on duy tr v bo v thng hiu: nhn mnh n yu t php lut v cnh tranh lin quan n sn phm v cc yu t kinh doanh khc
Ni dung xy dng v pht trin thng hiu qua cc giai on (3) Giai on pht trin v m rng thng hiu: c bit lu n cc cam kt x hi, li ch cng ng da trn nn tng vng chc l nim tin ca ngi tiu dng
TNG KT
Thng hiu: - Tp hp cc du hiu v cc gi tr m khch hng cm nhn c nhm phn bit sn phm, cht lng v uy tn ca nh sn xut ny vi sn phm, cht lng v uy tn ca nh sn xut khc.
Lu :
Cc thng hiu ln u bt u gy dng t con s 0, khi bn thn h cha tng c ai bit n. Thng qua mt qu trnh lu di, vi nhng n lc khng ngng ngh, lun trn trng v hng ti khch hng, thng hiu ca h c ch ng vng chc trong lng ngi tiu dng.
Lu :
Tuy nhin, k c i vi nhng doanh nghip ln, nu khng lin tc ch trng n vic bi p gi tr, duy tr uy tn thng hiu thng qua ch tn trong kinh doanh, th t s c nhng va vp lm gim st lng tin ca khch hng vo sn phm, li ni v hnh ng ca doanh nghip.
Lu :
Thng hiu mnh khng ch l b nhn din thng hiu p v sn phm tt m cn l s trn trng tng khch hng thng qua khu sn xut, phn phi, bn hng nim tin ca h bi p uy tn ca doanh nghip mt cch bn vng v lu di
Vn xy dng, pht trin v bo v thng hiu: Doanh nghip ch c th ng k nhn hiu c bo h. Thng hiu bao gm c cc yu t v hnh khng th c ng k. Doanh nghip cn c thc xy dng v t bo v thng hiu ca mnh, v thng hiu l ti sn v hnh v l ch ng lu di trong tim thc v tri tim ca khch hng.
CHIN LC GI QUC T
Gio trnh Marketing l thuyt, tr. 100 122 Gio trnh Marketing quc t, tr. 328 - 376
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2. Cc cn c xc nh gi QT
2.1. Phn tch chi ph v gi thnh: - Cc loi gi thnh v chi ph tng ng - Gi bn = Gi thnh + %LN d kin - VD: Ngi sn xut cn c vo gi thnh cng xng, ngi bn l cn c vo gi thnh bn l nh gi bn sau khi cng t l % li d kin. c bit lu cc loi thu, ph XNK trong GDTMQT.
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2. Cc cn c nh gi
2.2. Cn c vo im ha vn (BEP): - Sn lng ha vn: BEV = FC / (P VC) - Khi lng bn t li nhun mc tiu: TRV = (TR + FC) / (P VC) - Min gim gi ti u: v < M < P - im ha vn di/im ha vn trn
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V d: Tnh SLHV cho bnh bng lan Solite (Kinh ) (loi 240g/chic, n v 1000 thng = 12000 hp)
2. Cc cn c nh gi
2.3. Cn c vo h s co gin cu gi (1): - H s co gin cu gi (PED) l t l so snh gia % thay i ca cu tng ng vi % thay i ca gi - Cng thc tnh: eD = (Q/Q0) / (P/P0)
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2. Cc cn c nh gi
2.3. Cn c vo h s co gin cu gi (2):
- Nu eD < 1 : cu co gin theo gi eD = 1 : cu co gin n v (gi gim bao nhiu% th cu tng by nhiu %) 1 < eD < 0 : cu t co gin (ko ng k) eD = 0 : cu khng co gin eD > 0 : cu co gin ngc (c bit) - H s co gin cho (CPED) gia 2 mt hng
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2. Cc cn c nh gi
2.4. Cc cn c nh gi khc: - Theo mc gi th trng - Theo cc giai on ca vng i sn phm - nh gi theo cm nhn v tm l khch hng (Phng php nh gi Gabor-Granger qua kho st, iu tra khch hng tim nng) Mt s loi (chin lc) gi in hnh
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3. Cc loi gi quc t
- Theo phng thc giao dch: + Gi k kt thc t + Gi u gi quc t + Gi u thu quc t + Gi yt bng S giao dch quc t + Gi tham kho
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3. Cc loi gi quc t
- Theo phng php tnh gi: + Gi c nh (fixed price) + Gi linh hot (flexible price) + Gi kt hp + Gi di ng, gi trt (sliding scale price):
P1 = P0 (a + b x M1/M0 + c x S1/S0)
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4. Cc chin lc gi quc t
- Trong giai on thm nhp + Skimming pricing + Penetration pricing - Trong giai on tng trng v chn mui: + Differentiation pricing >>>
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4. Cc chin lc gi quc t
Mt s loi gi in hnh khc (gi theo tm l khch hng, theo cm nhn ca ngi mua, theo xut x hng ha, gi theo danh mc hng ha, gi tng phn/gi trn gi, mua bn i lu (countertrade), chuyn gi (transfer pricing), gi khng ch (administered pricing))
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5. Cc bc quyt nh gi QT
- Xc nh mc tiu & phng php tnh gi - Xc nh chi ph (gi thnh SX, chi ph lu thng, thu, ph XNK) - D bo tng cu v lng bn - Xc nh gi cnh tranh - Thng bo gi, m phn, iu chnh - Quyt nh mc gi bn ti u (khung gi, biu gi, cc mc gim gi v chit khu, phng n d phng)
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1. 2. 3. 4.
Khi qut chung Phng thc v knh phn phi Cc trung gian phn phi Cc chin lc phn phi in hnh
Nguyn Huyn Minh (FTU)
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2. Phng thc v knh phn phi 2.2. Cc phng thc phn phi: 2.2.2. Phng thc phn phi gin tip: - Hng ha c lu chuyn t NSX n NTD thng qua h thng cc trung gian. VD: hng bn qua ca hng tp ha, cc i l, h thng cc siu th, trn website ca nh phn phi
Nguyn Huyn Minh (FTU)
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2. Phng thc v knh phn phi 2.2. Cc phng thc phn phi: 2.2.2. Phng thc phn phi gin tip: - u im: Gip DN tp trung cc ngun lc cho SX, gim bt s lng cc mi quan h giao dch v tng hiu qu ca chng.
Nguyn Huyn Minh (FTU)
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Th
Nh sn xut
Nh phn phi
Phn phi Xc tin Gi Sn phm
trng
mc tiu
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2. Phng thc v knh phn phi 2.3. Cc knh phn phi: 2.3.1. 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
Nguyn Huyn Minh (FTU)
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2. Phng thc v knh phn phi 2.3. Cc knh phn phi: 2.3.2. i vi hng cng nghip: - Knh 0: NSX Doanh nghip mua - K. cp 1: NSX i din hoc Nh phn phi CN DNM - K. cp 2: NSX i din Nh phn phi CN DNM
Nguyn Huyn Minh (FTU)
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2.3. Cc knh phn phi: - Knh 0 cn gi l knh phn phi trc tip. Cc knh cn li l knh phn phi gin tip. - Knh cp 1 l knh phn phi ngn (ch s dng 1 trung gian), t cp 2 tr ln l knh phn phi di (qua nhiu trung gian). Nguyn Huyn Minh
(FTU)
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2. Phng thc v knh phn phi 2.4. Cc cn c la chn phng thc v knh phn phi: - c im ca khch hng - c im ca sn phm - c im ca h thng phn phi - c im ca mi trng kinh doanh - Mc tiu v kh nng ca nh sn xut
Nguyn Huyn Minh (FTU)
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3. Cc trung gian phn phi 3.3. Ngi bn bun (Wholesaler): - L ngi cung ng hng ha, dch v cho ngi mua bn li hoc s dng vo mc ch kinh doanh. - V d: Chi nhnh/VPD bn hng, u mi bn bun tng hp, u mi bn bun chuyn doanh, trung tm bn bun cash-and-carry Nguyn Huyn Minh
(FTU)
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Bn bun (Wholesaler): Ngi cung ng hng ha, dch v cho ngi mua bn li hoc s dng vo mc ch kinh doanh. Bn l (Retailer): Ngi cung ng hng ha, dch v cho ngi mua nhm mc ch tiu dng c nhn hoc phi thng mi.
Bn bun: - Chi nhnh/VPD bn hng - u mi bn bun tng hp (McLane Company) - u mi bn bun chuyn doanh (Alpine Lace) - Trung tm bn bun Cash-n-Carry (Metro AG)
Cc loi hnh phn phi ph bin hin nay Bn l: Ca hng bch ha (Harrods, Macy...) Ca hng chuyn doanh (C&A, Fnac...) Siu th, i siu th (Sainsbury, Tesco...) Trung tm mua sm (Wal.Mart, Target...) Ca hng tin dng (7-Eleven, 8 Huit...) Bn khng qua ca hng (my bn hng, Internet, th tn...)
Cc loi hnh phn phi ph bin hin nay 1852: Le Bon March (Department store) 1879: Woolworth (Variety store) 1916: Piggly Wiggly (Self-service store) 1930: King Kullen (Supermarket) 1948: Aldi (Discount store) 1963: Carrefour (Hypermarket) 1995: Amazon.com (E-tailer)
METRO
Thng Long Hong Mai Hng Bng Nng Hng Li (Cn Th) Bin Ha Bnh Ph An Ph Hip Ph
02.09.2010 Long Xuyn (An Giang) 14.10.2010 Quy Nhn (Bnh nh) 18.11. 2010 Bnh Dng 23.12.2010 Vng Tu
Thng Long The Garden Ng Nm (Hi Phng) Nng Phong Ph (Hu) ng Nai Min ng An Lc G Vp Hong Vn Th Ph Thnh (Tn Ph) 16.11.2010 Vinh 25.11.2010 Vnh Phc 28.12.2010 Nam nh
BIGC
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Th
Nh sn xut
Nh phn phi
Phn phi Xc tin Gi Sn phm
trng
mc tiu
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4.1. Khi nim: - Cng c th coi chin lc phn phi l cc quyt nh v phng thc v knh phn phi: trc tip hay gin tip, mt hay nhiu knh, di mi knh, s lng im bn v loi trung gian s dng.
Nguyn Huyn Minh (FTU)
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CHIN LC XC TIN QT
1. Cc mc tiu 2. Cc chin lc 3. Cc cng c ch yu
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Media
Perceived Message
Message
Noise
Sender
Receiver
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1. Khi nim v cc mc tiu 1.2. Vai tr ca truyn thng trong KD: - Gp phn thc hin cc mc tiu tng th ca doanh nghip - Duy tr lin tc mi quan h gia DN vi th trng - L v kh cnh tranh trn thng trng
Nguyn Huyn Minh (FTU)
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2. Cc chin lc xc tin
2.1. C ch tc ng: - M hnh AIDA (Strong, 1925) Attention Interest Desire Action - Tham kho m hnh ELM (Elaboration Likelihood Model, Cacioppo et al., 1985) v ng dn trung tm (trc tc ng chnh) v ng dn ngoi vi (trc tc ng ph) n thi ca NTD
Nguyn Huyn Minh (FTU)
C ch tc ng ca truyn thng
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2. Cc chin lc xc tin
2.2. Cc chin lc: 2.2.1. Chin lc ko (pull strategy): - Nhm thu ht, li ko khch hng bng cch tc ng n ngi tiu dng cui cng - Cng c s dng: qung co, khuyn mi (gim gi), PR, hi ch trin lm
Nguyn Huyn Minh (FTU)
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2. Cc chin lc xc tin
2.2.2. Chin lc y (push strategy): - Nhm y sn phm ra th trng thng qua tc ng vo cc trung gian - Cng c s dng: khuyn mi (chit khu, thng DS bn), chia s chi ph, phi hp o to i ng nhn vin bn hng
Nguyn Huyn Minh (FTU)
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3. Cc cng c XT&HTKD
Cc cng c ch yu: - Qung co - Quan h cng chng - Xc tin bn - Hi ch trin lm - Bn hng c nhn (GT, tr. 158, 159)
Nguyn Huyn Minh (FTU)
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3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.1. Khi nim (1): - L tt c cc hnh thc gii thiu v xc tin mang tnh cht phi c nhn v c thu ph i vi cc tng, hng ha hay dch v ca 1 t chc no (P. Kotler, Marketing Management, 1996)
Nguyn Huyn Minh (FTU)
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3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.1. Khi nim: - Tham kho thm nh ngha ca AMA, trong phn bit advertising (hot ng qung co) v advertisement (ni dung/thng ip qung co).
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3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.1. Khi nim (2):
Qung co th-ng mi l hot ng xc tin th-ng mi ca th-ng nhn gii thiu vi khch hng v hot ng kinh doanh hng ho, dch v ca mnh.(iu 102, Mc 2, Lut
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3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.1. Khi nim: - L vic s dng cc phng tin nhm gii thiu n cng chng sn phm, hng ha, dch v c mc ch sinh li; sn phm, dch v khng c mc ch sinh li; t chc, c nhn kinh doanh sn phm, hng ha, dch v c gii thiu, tr tin thi s; chnh sch x hi; thng tin c nhn. (iu 2, khon 1, Lut qung co, 2012) Nguyn Huyn Minh
(FTU)
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3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.1. Khi nim: - Ngi qung co: DN mun gii thiu SP, dch v ca mnh ti cng chng. - Ngi kinh doanh dch v qung co: Cc cng ty, cc hng qung co. - Ngi pht hnh qung co: C quan truyn pht qung co n cng chng. Nguyn Huyn Minh
(FTU)
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3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.1. Khi nim: - Ngi chuyn ti sn phm qung co: ngi trc tip a cc sn phm qung co n cng chng hoc th hin sn phm qung co trn ngi thng qua hnh thc mc, treo, gn, dn, v hoc cc hnh thc tng t. - Ngi tip nhn qung co: ngi tip nhn thng tin t sn phm qung Nguyn Huyn Minh co thng qua(FTU) phng tin qung co.
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3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.1. Khi nim: - Sn phm qung co: bao gm ni dung v hnh thc qung co c th hin bng hnh nh, m thanh, ting ni, ch vit, biu tng, mu sc, nh sng v cc hnh thc tng t.
Nguyn Huyn Minh (FTU)
1. 2. 3. 4. 5. 6. 7. 8.
LUT QUNG CO 2012 iu 8. Hnh vi cm trong hot ng qung co Qung co nhng sn phm, hng ha, dch v quy nh ti iu 7 ca Lut ny. Qung co lm tit l b mt nh nc, phng hi n c lp, ch quyn quc gia, an ninh, quc phng. Qung co thiu thm m, tri vi truyn thng lch s, vn ha, o c, thun phong m tc Vit Nam. Qung co lm nh hng n m quan th, trt t giao thng, an ton x hi. Qung co gy nh hng xu n s tn nghim i vi Quc k, Quc huy, Quc ca, ng k, anh hng dn tc, lnh t, lnh o ng, Nh nc. Qung co c tnh cht k th dn tc, phn bit chng tc, xm phm t do tn ngng, tn gio, nh kin v gii, v ngi khuyt tt. Qung co xc phm uy tn, danh d, nhn phm ca t chc, c nhn. Qung co c s dng hnh nh, li ni, ch vit ca c nhn khi cha c c nhn ng , tr trng hp c php lut cho php.
Nguyn Huyn Minh (FTU)
9. Qung co khng ng hoc gy nhm ln kh nng kinh doanh, kh nng cung cp sn phm, hng ha, dch v ca t chc, c nhn kinh doanh sn phm, hng ha, dch v; v s lng, cht lng, gi, cng dng, kiu dng, bao b, nhn hiu, xut x, chng loi, phng thc phc v, thi hn bo hnh ca sn phm, hng ho, dch v ng k hoc c cng b. 10. Qung co bng vic s dng phng php so snh trc tip v gi c, cht lng, hiu qu s dng sn phm, hng ha, dch v ca mnh vi gi c, cht lng, hiu qu s dng sn phm, hng ha, dch v cng loi ca t chc, c nhn khc. 11. Qung co c s dng cc t ng nht, duy nht, tt nht, s mt hoc t ng c ngha tng t m khng c ti liu hp php chng minh theo quy nh ca B Vn ha, Th thao v Du lch. 12. Qung co c ni dung cnh tranh khng lnh mnh theo quy nh ca php lut v cnh tranh. 13. Qung co vi phm php lut v s hu tr tu. 14. Qung co to cho tr em c suy ngh, li ni, hnh ng tri vi o c, thun phong m tc; gy nh hng xu n sc khe, an ton hoc s pht trin bnh thng ca tr em. 15. p buc c quan, t chc, c nhn thc hin qung co hoc tip nhn qung co tri mun. 16. Treo, t, dn, v cc sn phm qung co trn ct in, tr in, ct tn hiu giao thng v cy xanh ni cng cng.
Nguyn Huyn Minh (FTU)
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3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.2. Cc 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 - Cc phng tin qung co khc
Nguyn Huyn Minh (FTU)
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3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.2. Cc phng tin qung co (iu 17 Lut Qung co 2012): - Bo ch [bo in, bo ni, bo hnh] - Trang thng tin in t, thit b u cui v cc thit b vin thng khc - Cc sn phm in, bn ghi m, ghi hnh v cc thit b cng ngh khc - Bng qung co, bng-rn, bin hiu, hp n, mn hnh chuyn qung co - Phng tin giao thng - Hi ch, hi tho, hi ngh, t chc s kin, trin lm, chng trnh vn ha, th thao - Ngi chuyn ti sn phm qung co; vt th qung co Nguyn Huyn Minh - Cc phng tin qung (FTU) co khc theo quy nh ca php lut
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3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.3. Quy trnh thc hin qung co (1): - Xc nh mc tiu - Phn nh trch nhim - n nh ngn sch - La chn phng tin - Son tho ni dung
Nguyn Huyn Minh (FTU)
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3. Cc cng c XT&HTKD
3.1. Qung co: 3.1.3. Quy trnh thc hin qung co (2): - La chn hnh thc th hin - Quyt nh khng gian v thi gian truyn pht - Phi hp cc lc lng - Kim tra, nh gi hiu qu
Nguyn Huyn Minh (FTU)
Mt s yu cu i vi qung co :
Nht qun vi cc mc tiu Marketing v mc tiu truyn thng Ph hp vi mi trng vn ha v thi quen, s thch ca ngi tiu dng c o, mi l, gy n tng tt D hiu, d thuc, d nh ng tin cy v thuyt phc C kh nng thay i, iu chnh linh hot cho ph hp
MR = 1 (1 )
PRODUCT
Standardization
THINK & ACT GLOBAL THINK GLOBAL ACT LOCAL
Adaptation
THINK LOCAL ACT GLOBAL THINK & ACT LOCAL
Standardization
Adaptation
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3. Cc cng c XT&HTKD
3.2. Quan h cng chng: 3.2.1. Khi nim (v cng chng): - L bt c nhm ngi/t chc no c mi quan tm v/hoc c th gy nh hng vo thi im hin ti hoc trong tng lai i vi hot ng ca doanh nghip cng nh kh nng t c cc mc tiu ca doanh nghip.
Nguyn Huyn Minh (FTU)
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3. Cc cng c XT&HTKD
3.2. Quan h cng chng: 3.2.1. Khi nim (v PR): - L hnh thc qun tr truyn thng, trong s dng tuyn truyn v cc hnh thc xc tin v thng tin khng phi tr ph khc nhm tc ng n cm nhn, chnh kin v nim tin ca ngi mua, khch hng tim nng, c ng v cc i tng khc v doanh nghip, sn phm hay dch v, gi tr ca chng cng nh v chnh cc hot ng ca bn thn doanh Nguyn Huyn Minh nghip. (Theo(FTU) AMA)
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3. Cc cng c XT&HTKD
3.2.2. i tng (cc nhm cng chng): Chnh quyn Gii truyn thng D lun x hi, t chc on th Khch hng (ngi mua, ngi tiu dng) Gii u t (c ng, ngn hng) i tc (nh cung ng, nh phn phi) i th cnh tranh Nguyn Huyn Minh i ng cn b, nhn vin trong DN (FTU)
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3. Cc cng c XT&HTKD
3.2. Quan h cng chng:
3.2.3. Vai tr ca PR: - Tr gip DN gii thiu v tung ra SP mi - H tr cho nh v/ti nh v sn phm - Gy nh hng v tc ng tch cc ti mt nhm cng chng c th - Xy dng v cng c hnh nh, ng thi bo v sn phm/nhn hng/thng Nguyn Huyn Minh hiu/doanh nghip khi c vn pht sinh (FTU)
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3. Cc cng c XT&HTKD
3.2. Quan h cng chng:
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3. Cc cng c XT&HTKD
3.2. Quan h cng chng:
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3. Cc cng c XT&HTKD
3.2. Quan h cng chng: 3.2.5. Cc bc thc hin (1): - Xc nh mc tiu ca hot ng PR, c bit l cc i tng cng chng cn tip cn - Ln k hoch, phn nh trch nhim, n nh ngn sch - La chn hnh thc, kch bn, thi im tin hnh Nguyn Huyn Minh
(FTU)
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3. Cc cng c XT&HTKD
3.2. Quan h cng chng: 3.2.5. Cc bc thc hin (2): - Chun b k lng v ni dung, v phi hp, tp hun i ng, chun b kch bn v phng n d phng - Tin hnh trin khai thc hin ng b vi cc cng c xc tin khc - Thm d phn ng, nh gi hiu qu - Truyn thng hu PRMinh Nguyn Huyn
(FTU)
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3. Cc cng c XT&HTKD
3.2. Quan h cng chng: Nhng iu cn lu (1): - Mc d PR ang pht trin mnh m, nhng khng hon ton thay th qung co - PR v qung co cng khng thay th cho cht lng sn phm - Cn la chn PR hay cc cng c truyn thng ph hp vi i tng cng chng, vi mc tiu v kh nng ca DN
Nguyn Huyn Minh (FTU)
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3. Cc cng c XT&HTKD
3.2. Quan h cng chng: Nhng iu cn lu (2): - Khu chun b vn l khu ng vai tr quyt nh cho hiu ng tt nht ca hot ng PR - Internet v cc cng ngh mi lm thay i hot ng PR c v lng ln v cht - Yu cu ca PR trong truyn thng khng hong: nhanh chng, nht qun, kho lo, linh hot x l vn gi uy tn cho doanh Nguyn Huyn Minh nghip v cng c nim tin ni cng chng (FTU)
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3. Cc cng c XT&HTKD
3.2. Quan h cng chng: Nhng iu cn lu (3): - PR l cng c h tr truyn thng tt nhng nu s dng khng ng ch, khng ng cch th s gy hiu ng ngc - PR khng th to ra tt c: uy tn v danh ting ch c th c xy dng qua mt qu trnh lu bn vi nhng n lc khng ngng nhm p ng nhu cu v k vng ca cng Nguyn Huyn Minh chng (FTU)
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3. Cc cng c XT&HTKD
3.3. Xc tin bn:
3.3.1. Khi nim: - Khuyn mi l hot ng XTTM ca thng nhn nhm xc tin vic mua bn HH, cung ng DV bng cch dnh cho KH nhng li ch nht nh. (iu 88 Lut Thng mi VN, 2005)
Nguyn Huyn Minh (FTU)
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3. Cc cng c XT&HTKD
3.3. Xc tin bn:
3.3.1. Khi nim: - Khuyn mi (Trade sales promotion v Internal sales promotion) Khuyn mi (Consumer sales promotion v Retail sales promotion) - Lu : Lut Thng mi VN u gi chung l khuyn mi Nguyn Huyn Minh
(FTU)
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3. Cc cng c XT&HTKD
3.3. Xc tin bn:
3.3.2. Cc k thut thng dng: - Cc hnh thc gim gi - Cc loi phiu u i - Cc loi qu tng - Cc hnh thc khc
Nguyn Huyn Minh (FTU)
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3. Cc cng c XT&HTKD
3.3. Xc tin bn:
3.3.2.1. Cc hnh thc gim gi (cents-off offers): - Gim gi hoc tng lng: 50 off; contains 25% more; thm 50% sng khoi, gi khng i - Bn hng theo l (reduced-price pack): two for the price of one; mua 3 tr tin 2 Nguyn Huyn Minh
(FTU)
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3. Cc cng c XT&HTKD
3.3. Xc tin bn:
3.3.2.1. Cc hnh thc gim gi (cents-off offers): - Bn km (banded pack): bn gp cc sn phm khc loi vi nhau 19.000 + 8.000 25.000
Nguyn Huyn Minh (FTU)
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3. Cc cng c XT&HTKD
3.3. Xc tin bn:
3.3.2.2. Cc loi phiu u i (coupons, couponing): - Phiu trn bo (media coupons) - Phiu gi trc tip (direct-mail coupons) - Phiu km bao b (package coupons): in-pack/on-pack; instantly redeemable coupon; cross-couponing... Nguyn Huyn Minh
(FTU)
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3. Cc cng c XT&HTKD
3.3. Xc tin bn:
3.3.2.2. Cc loi phiu u i (coupons, couponing): - Phiu chuyn qua knh phn phi (retailer-distributed coupons) - Phiu hon tr (cash-refund offers, money-refunds, rebates)
Nguyn Huyn Minh (FTU)
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3. Cc cng c XT&HTKD
3.3. Xc tin bn:
3.3.2.3. Cc loi qu tng (premiums/gifts): - Hng mu (free samples, sampling) - Qu tng trc tip (with-pack/on-pack/inpack/with-purchase premiums) - Qu tng sau (free-in-the-mail/mail-in premiums) - Qu tng gim gi (self-liquiditing premiums)
Nguyn Huyn Minh (FTU)
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3. Cc cng c XT&HTKD
3.3. Xc tin bn:
3.3.2.4. Cc hnh thc khc (1): - Tr chi c thng (games, sweepstakes) - Thi ly thng (contest) - Thng im cho khch hng thng xuyn, th u i, th khch hng thn thit Nguyn Huyn Minh
(FTU)
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3. Cc cng c XT&HTKD
3.3. Xc tin bn:
3.3.2.4. Cc hnh thc khc (2): - Phiu i ly sn phm mi - Bao b tt hn, bao b c bit - Cam kt bi hon - Ku gi trch nhim x hi
Nguyn Huyn Minh (FTU)
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3. Cc cng c XT&HTKD
3.3. Xc tin bn:
Quy nh c th ti Vit Nam: - Ngh nh 37/2006/N-CP ngy 4/4/2006 ca Chnh ph - Thng t lin tch 07/2007/TTLT-BTMBTC (Thng t 07) ngy 6/7/2007 ca lin B Thng mi-Ti chnh
Nguyn Huyn Minh (FTU)
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3. Cc cng c XT&HTKD
3.4. Hi ch trin lm:
3.4.1. Khi nim (iu 129, Lut TM): - L hot ng XTTM c thc hin tp trung trong 1 thi gian v ti 1 a im nht nh thng nhn trng by, gii thiu HH, DV nhm mc ch thc y, tm kim c hi giao kt hp ng mua bn HH, hp ng DV
Nguyn Huyn Minh (FTU)
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3. Cc cng c XT&HTKD
3.4. Hi ch trin lm:
3.4.2.c im:
- Quy t c mt lng khch hng ln - Thm d nhanh phn ng ca ngi tiu dng v nh gi i th cnh tranh - Trng by, gii thiu sn phm, k kt hp ng, m rng kt ni giao thng
Nguyn Huyn Minh (FTU)
Marketing quc t Lu (GT Marketing LT tr.180-182): Tnh hnh bin ng ca mi trng nh hng n tt c cc bc KHH Marketing vi nhng mc khc nhau i vi tng doanh nghip.
Marketing quc t Lu (GT Marketing LT tr.180-182): Khng tn ti mu k hoch Marketing hon ho m khi xy dng KH Marketing, cc DN u phi cn c vo tnh kh thi v mc ph hp vi mi trng v th trng.
Nguyn Huyn Minh (FTU)
Marketing quc t Lu (GT Marketing LT tr.180-182): Thch nghi vi mi trng v thc s hng ti khch hng nhng ngi trc tip quyt nh s thnh bi ca DN, v l nhng gim kho cng bng nht chm im bi thi Marketing ca cc DN chnh l cha kha a DN ti thnh cng trong kinh doanh.
Nguyn Huyn Minh (FTU)