internationalmarketing

Foreign trade university - Lecturer: Chin Phm Vn Office: 2rd building B, 91 Chua Lang Str., DongDa Dist., Hanoi M: 0945 6666 75 , E: chienpv@ftu.edu.vn

Ni dung mn hc
Chng 1

Gii thiu v marketing Nghin cu th trng quc t Cc cng c xy dng chin lc MKT Mi trng marketing quc t Cc quyt nh marketing quc t

Chng 2

Chng 3

Chng 4

Chng 5

Ti liu tham kho

i hc Ngoi thng

Gio trnh Marketing quc t

NXB L-XH 2008

Chng 1

Gii thiu v marketing

nh ngha marketing Marketing l hot ng ca doanh nghip nhm hng cc lung hng ha t nh sn xut n ngi tiu dng. (American Marketing Association - AMA, 1960)

Gii hn trong tiu th sn phm.

nh ngha marketing Marketing l qu trnh ln k hoch, trin khai vic thc hin k hoch, xc nh sn phm, gi c, xc tin, phn phi hng ha, truyn b tng, cung cp dch v hng ti trao i nhm tha mn mc tiu ca cc c nhn v t chc. (AMA, 1985) * Bao trm ton b hot ng ca doanh nghip.

nh ngha marketing Marketing l mt dng hot ng ca con ngi nhm tha mn nhng nhu cu v mong mun thng qua trao i. (Philip Kotler) * Khng gii hn lnh vc p dng. * Nhn mnh vic nghin cu nhu cu trc.

nh ngha marketing Tm li, marketing l tng th cc hot ng ca doanh nghip hng ti tha mn, gi m nhng nhu cu ca ngi tiu dng trn th trng t c cc mc tiu kinh doanh ca mnh. (Gio trnh marketing l thuyt, HNT)

Bn cht ca marketing Marketing l qu trnh c im bt u nhng khng c im kt thc.

Bn cht ca marketing L s tc ng tng h gia hai mt ca mt qu trnh thng nht. (1) Tha mn nhu cu hin ti (2) Gi m nhu cu tim nng

Bn cht ca marketing Marketing gip doanh nghip t c li nhun ti u ch khng phi li nhun ti a.

Cc khi nim c bn trong marketing

1. Nhu cu l g? Nhu cu l cm gic thiu ht mt ci g m con ngi c th cm nhn c.

Cc khi nim c bn trong marketing

Nhu cu

Nhu cu hin ti
L nhu cu thit yu v ang c p ng trong hin ti

Nhu cu tim tng

xut hin Xut hin ri nhng do nhiu nguyn nhn m cha c p ng

Cha xut hin Bn thn ngi tiu dng cng cha bit n

Cc khi nim c bn trong marketing

M hnh thp nhu cu Maslow:

T khng nh c tn trng Tnh cm x hi An ton Tm sinh l

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Cc khi nim c bn trong marketing

Kt lun hc thuyt nhu cu ca Maslow: Nhu cu ca con ngi pht trin t thp n cao, t n gin n phc tp. Khi cc nhu cu c bn c tha mn, th mi n y sinh cc nhu cu cp bc cao hn. S phn nh nhu cu vo cc cp bc cn ty thuc vo bi cnh x hi. Mc tha mn nhu cu ca mi ngi l khc nhau.

Cc khi nim c bn trong marketing

2. c mun l mt nhu cu c dng c th, khi chng c nh hnh bi trnh vn ha v nhn cch ca c th.

Cc khi nim c bn trong marketing

3. Lng cu l c mun b gii hn bi kh nng thanh ton.

Cc khi nim c bn trong marketing

4. Trao i l hnh vi nhn c mt ci g v cung cp mt vt khc thay th.

Trao i l c s tn ti ca marketing.

Cc khi nim c bn trong marketing

1
T bo m

2
n xin

3
n cp

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Trao i

Cc khi nim c bn trong marketing

iu kin c trao i: t nht phi c hai bn. Mi bn phi c mt th g c gi tr i vi bn kia. Mi bn phi c kh nng thc hin vic lu thng v cung cp hng ha ca mnh. Mi bn phi hon ton c t do trong vic chp nhn hay khc t li ngh ca bn kia. Mi bn phi tin tng vo tnh hp l hay hp mun trong vic quan h vi pha bn kia.

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Cc khi nim c bn trong marketing

5. Giao dch l mt cuc trao i nhng vt c gi tr gia hai bn.

Giao dch l n v o lng c bn ca trao i.

Cc khi nim c bn trong marketing

iu kin c giao dch: t nht phi c hai vt c gi tr Nhng iu kin giao dch c tha thun Thi gian giao dch c n nh a im thc hin giao dch c tha thun

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Mc tiu ca marketing

Li nhun

1
Mc tiu

Nh m bo tha mn nhu cu khch hng.

Li th cnh tranh

An ton trong kinh doanh

Bit mnh bit ngi. Bit pht huy im mnh.

Nh nm r bin ng ca th trng. Nh a dng ha.

Chc nng ca marketing

Nghin cu tng hp v th trng. Hoch nh cc chin lc kinh doanh. T chc thc hin cc chin lc kinh doanh hiu qu v ng b. Kim tra nh gi c nhng iu chnh kp thi.

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Qu trnh pht trin ca marketing

Marketing truyn thng: T u th k 20 - 1950s Mc tiu: Tiu th bt k sn phm no m doanh nghip c kh nng sn xut.

Marketing truyn thng mang tnh chc nng tiu th. Khi th trng bo ha th khng cn ph hp.

Qu trnh pht trin ca marketing

Marketing hin i: T 1960s n nay Mc tiu: Pht hin ra nhng nhu cu cha c p ng v nh hng sn xut vo vic p ng nhng nhu cu .

Marketing hin i mang tnh trit l kinh doanh. L tt c cc hot ng ca cng ty, cc hot ng ny phi da trn c s hiu bit v lng cu ca ngi tiu dng, v s thay i ca n trong tng lai gn v xa.

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Cc quan im kinh doanh trong marketing

Nay

Quan im marketing mang tnh o c x hi Quan im marketing

1980

1950
1920
1850

Quan im bn hng (tng cng n lc thng mi)

Quan im hon thin sn phm

Quan im hon thin sn xut

Cc quan im kinh doanh trong marketing

1. Quan im hon thin sn xut Theo quan im ny, ngi tiu dng c thin cm vi nhng sn phm c bn rng ri v gi c phi chng, v th m doanh nghip phi tp trung n lc vo hon thin sn xut v nng cao hiu qu ca h thng phn phi.

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Cc quan im kinh doanh trong marketing

Ford Motor: Model T Sn xut theo dy chuyn

Cc quan im kinh doanh trong marketing

2. Quan im hon thin sn phm Theo quan im ny, ngi tiu dng a thch nhng sn phm c cht lng cao nht, c tnh nng s dng tt nht, v vy doanh nghip phi tp trung vo vic thng xuyn hon thin sn phm.

Vic qu ch tm vo sn phm thng dn n: t tnh n kin khch hng khi thit k sn phm Khng nghin cu sn phm ca i th

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Cc quan im kinh doanh trong marketing

General Motor: Saturn Aura 1990: Khai sinh Saturn 1998: Hng n phn khc hng sang 2007: Saturn Aura

Ti sao mt sn phm c cht lng tt vn cha th thuyt phc c ngi tiu dng?

Cc quan im kinh doanh trong marketing

3. Quan im bn hng Theo quan im ny, ngi tiu dng thng c sc , nn nu khng c gii thiu hay thuyt phc th t h s khng mua hoc t mua sn phm.

a hnh nh sn phm v doanh nghip n vi khch hng mc tiu.

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Cc quan im kinh doanh trong marketing

Nettra (Vit Nam) 3/2006: Ra i 9/2006: 150 ca hng Vn iu l: 1200 t Cui 2007: Bin mt !

Ti sao mt sn phm c cht lng tt v c qung b rng ri vn cha th thuyt phc c ngi tiu dng?

Cc quan im kinh doanh trong marketing

Mc ch ca marketing khng nht thit l y mnh tiu th. 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 t n c tiu th. (Peter Drucker)

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Cc quan im kinh doanh trong marketing

4. Quan im marketing Theo quan im ny, yu t c bn t c mc tiu ca doanh nghip l xc nh c nhu cu v c mun ca th trng mc tiu, v tha mn mt cch mnh m v hiu qu hn so vi i th cnh tranh.

Cc quan im kinh doanh trong marketing

5. Quan im marketing mang tnh o c x hi Theo quan im ny, nhim v ca doanh nghip l xc nh c nhu cu v c mun ca th trng mc tiu, v tha mn mt cch mnh m v hiu qu hn so vi i th cnh tranh, ng thi duy tr hoc cng c li ch ca ngi tiu dng v x hi.

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Cc quan im kinh doanh trong marketing

X hi (Mc sung tc ca mi ngi)

Tng tc nhn thc

Ngy nay

Sc p

Trc 1970 Trc th chin II

Ngi tiu dng (Tha mn c mun)

Sc p

Doanh nghip (Li nhun)

Cc quan im kinh doanh trong marketing

Vedan (Vit Nam)

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