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I HC VN LANG
KHOA THNG MI
MN HC QUNG CO & KHUYN MI
2010
Chng 1
Ging vin;
Th.S HUNH B TU DNG
2
MC TIU HC TP
Cng c li mt s kin thc v
marketing cn bn v qun tr
marketing
Gip ngi hc nhn r ngha v v tr
ca cc hot ng QC& KM trong ton
b h thng marketing ni chung ca
doanh nghip
Bc u tm hiu mi trng qung
co & khuyn mi trong bi cnh th
trng hin ti
Kho st nhng nt chnh yu trong lch
s hnh thnh cc t tng v ng dng
trong qung co * khuyn mi
MC TIU CHNG 1
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NI DUNG CHNG 1
1/-Marketing 4P v Truyn
thng tip th tch hp
(I MC/ I ntegrated Marketing
Communication))
2/-Hin thc ca qung co
v khuyn mi trong th
gii ng i
3/-S lc v lch s ngnh
qung co th gii v
Vit Nam
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1/-MARKETING 4P v
TRUYN THNG TIP TH TCH HP
1.1/- Nhng nim then cht
v marketing, tin trnh
marketing v m hnh 4P
1.2/-Vai tr ca truyn thng
trong marketing
1.3/- Phn bit qung co &
khuyn mi vi cc cng c
truyn thng khc.
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1.1/- Nhng khi nim then cht v marketing, tin
trnh marketing v m hnh 4P
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Marketing l g?
Nhng quan nim thng thng
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nh ngha ca Marketing
Marketing l qu trnh t chc v qun l ton b
cc hot ng sn xut, kinh doanh bt u t
vic pht hin ra nhu cu v c mun ca khch
hng, sau bin sc mua ca h thnh nhu cu
thc s v mt mt hng c th sn xut v
chuyn giao c n tay ngi tiu dng, nhm
m bo cho doanh nghip thu c d kin
trong lc khch hng cng t c s tha mn
t hay vt qua k vng ( Vin Marketing Anh quc-British
Marketing Institute).

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Tin trnh marketing
Marketing theo cch hiu n gin l gii quyt u
ra ca doanh nghip. Nh vy ch ch trng nht n
khu bn hng v ct khc gin on gia sn xut v
tiu th.
Ngy nay Marketing phi hng n s tha mn
khch hng bng cch:
Phi hiu r nhu cu , c mun ca khch hng
trc khi sn xut tm cch sn xut sn phm &
dch v mang li gia tr ng nh nhng g khch
hng cn v mun hay tng tng Chuyn giao
c n vi khch hng nhng gi tr xng ng .

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Do , marketing khng phi ch l tm
hiu nhu cu sn xut m l mt tin trnh
chuyn giao gi tr ( Value-deliver process).
Marketing to nn mt chui gi tr (a value
chain). Doanh nghip s thu c li
nhun khi no chuyn giao cho ngi mua
nhng gi tr tht s.


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M HNH 4P
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Quang cao
Advertising
Marketing
trc tiep
Direct marketing
Khuyen
mi
Sales
Promotion
Ban hang
ca nhan
Personal
Selling
Quan he
cong chung
P.R
PROMOTION
Xuc tIen
thuong maIJ
ChIeu thj
RIENG PROMOTION BAO GOM
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1.2/-Vai tr yu t truyn thng trong marketing
thc hin c vic mua bn, hai bn
ngi bn & ngi mua phi tip xc, gp
g hoc trao i thng tin vi nhau ti
mt khng gian ( tht hoc o) v mt thi
im nht nh.
Ngi bn thng phi ch ng tm
khch hng. Trong nhiu trng hp, hng
ha c cht lng tt nhng khng c
qung co hay thng tin y th ngi
cn mua cng khng bit tm u mua
hoc chn nhm nhng hng ha cht
lng km nhng qung co hay hn.
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Bn cht ct li ca chiu th/xc tin
thng mi (Promotion) l s truyn thng
c hiu qu ( An effective communication)

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Cc yu t ca tin trnh truyn thng
Nguo| go|
Mo hoo
Fhuong I|en
Iruyen Ihong
Ihong d|ep
Nguo| nhon
op ung
Fhon ho|
Nh|eu
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1.3/-P
1.3/-Phn bit qung co & khuyn mi vi
cc cng c truyn thng khc
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1.3.1/-Qung co
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C nhiu nh ngha v qung co

QC l truyn thng mt iu g nhm cho cc i tng mc
tiu nhn bit v v bn c n..
QC l s dng nhng phng tin phi c nhn, c tr tin
ca mt t chc hoc c nhn ( bao gm kinh doanh hoc phi
kinh doanh) c nhn dng qua thng thng ip truyn
t thng tin v thuyt phc n nhng i tng nghe
nhn nht nh no .

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Qung co l hot ng ca cc c
nhn hay t chc s dng hay thu
mn cc nh i hay cng ty chuyn
nghip s dng cc phng tin
truyn thng thng bo cho cng
chng rng ri hay mt s i tng
nht nh bit v nhu cu v kh
nng ring ca mnh hoc hng ha
v dch v nht nh nhm tng gia
s lng ngi tiu dng, s dng
hoc mua nhng hng ha & dch v

L Tng Hiu
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nh ngha theo cc vn bn Lut VN
Theo Ngh nh 194/CP ngy 31.12.1992 v
hot ng qung co trn ton lnh th VN
th
Hot ng qung co bao gm vic gii
thiu v thng bo rng ri v doanh
nghip, hng ha, dch v , nhn hiu, tn
gi, biu tng theo nhu cu hot ng ca
cc c s kinh doanh-sn xut-dch v

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Qung co thng mi l hot ng xc tin thng mi ca
thng nhn gii thiu vi khch hng v hot ng kinh
doanh hng ha, dch v ca mnh. (iu 102)
Qui nh ny qu chung chung nn d tho ngh nh v xc tin
thng mi phi ni thm;
- Qung co thng mi l hot ng xc tin thng mi ca
thng nhn nhm gii thiu n khch hng v hng ha,
dch v, hot ng sn xut, kinh doanh ca mnh.
Nhng hot ng sau y khng c coi l hot ng
qung co thng mi:
a) Hot ng thng tin tuyn truyn, c ng mang tnh chnh
tr, x hi do c quan Nh nc, t chc chnh tr, t chc
x hi thc hin;
b) Hot ng thng tin ca cc t chc, c nhn khng nhm
phc v cho hot ng kinh doanh.
THEO LUT THNG MI 2005
Theo LUT QUNG CO 2012
Qung co 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 ho, dch v c gii thiu, tr tin
thi s; chnh sch x hi; thng tin c
nhn.
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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.
Xc tin qung co l hot ng tm kim,
thc y c hi k kt hp ng dch v
qung co

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Cc mc tiu qung co
oJ Ihong I|n
bJ-IhuyeI phuc
cJ-Nhoc nho
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Nguyn tc AIDA
ATTENTION-Gy ch
INTEREST-To hng th
DESIRE- Lm cho thm mun
ACTION-Dn dt hnh ng

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1.3.2/- Khuyn mi ( Sales Promotion)
Gm 2 loi hot ng
Khuyn mi ( Trade promotion)mer Promotion)
Khuyn mi ( Consumer Promotion)
MI
MI
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Khuyn mi p dng chin lc li ko thu
ht ( Pull Strategy) ngi tiu dng
Khuyn mi dp dng chin lc thc y
(Push Strategy) ngi bn s-bn l .
CC CHIN LC KO V CHIN LC Y (PULL & PUSH STRATEGIES)
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Khuyyn mi v khuyn mi c th p dng
cng mt hnh thc nhng vi mc gi tr
khc nhau.Th d tng qu, rt thm, x s,
gim gi , thi .

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1.3.4/-Bn hng c nhn
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1.3.5/-Marketing trc tip
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2/-HIN THC TRONG QC & KM NGY NAY
-Th gii trn ngp
- S dng mi phng tin truyn
thng i chng v r tai-tuyn
truyn-to s kin bt phi ch .
-a dng ha v s dng nhng k
thut tin tin nht
-Ngnh dch v qung co-t chc s
kin-P.R c doanh thu cao v hin
tng cho th gii nhiu tng sng
to nhng cng y nhng tc ng
khng tt nu xt v kha cnh bo v
mi trng sng lnh mnh v o
c.
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Ouong coo Iren mong vo Iren coc phuong I|en do Iruyen Ihongngoy
cong phoI Ir|en
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CHI PHI danh cho QUANG CAO
THNG MAI
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Kinh t th trng pht trin,
ngnh cng nghip qung co
pht trin mnh m.
Mt chuyn gia trong Hip Hi
qung co VN tin n
doanh s ca ngnh c th vt
mc 3 t USD vo nm 2020.
Bn cnh nhng tin b vt
bc c v cht l lng, nhiu
mt tri ( tiu cc, km lnh
mnh, nhch nhc, t pht )
vn l mi quan tm ca ton
x hi.

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- NGtOI QtANG CAO
{AdxertIser|
-NguoI ght hnh gung
eo/ee ghuong tIen
truen thong { MEDIA|
-Cong t gung eo
ehuen nghIeg
{AdxertIsIng Agene|
-Ce nh eung eg
{endors|

Bn ngi trong sn chi
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3/-S LC V LCH S TIN HA QUNG
CO TRN TH GII V TI VIT NAM

3.1/- QUNG CO TRN TH
GII
hiu r nhng c im
ca cng ngh qung co ta
cn tm hiu lch s hnh thnh
v pht trin ca ngnh .
Theo cc hc gi Hoa K, s
tin ha ca ngnh qung
ca1otre6n th gii v c bit
l Hoa k c chia thnh 5
thi k
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1. Thi c i
2. Thi k qung o in n
3. Thi k hnh thnh cng ngh qung
co (Advertising I ndustry)
4. Thi k qung co chuyn nghip
5. Thi k qung co a phng tin
5 thi k tin ha cng ngh qung co
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3.1.1/.Thi k c i ( The ancient period)
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3.1.2/. Thi k qung co in n

(The age of print advertising)
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3.1.3/. Thi k hnh thnh cng ngh QC
Thi k tip th i tr
( The age of Mass Marketing)
S tng trng ca nhng ngi bn l
(The growth of Retailers)
S vn ln ca tp ch
(The advent of magazine)
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3.3.4/- Thi k qung co chuyn nghip

Thi i ca nhng ngi chuyn nghip lm
qung co.
Qung co trong thi i truyn thanh
( i pht thanh-radio)
Qung co sau th chin th II
Qung co truyn hnh ln ngi
Thi i ca qung co sng to
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a)Thi i ca nhng nh chuyn nghip


Earnest Elmo Calkens a
ngh thut ha ln ngi
trong ngnh qung co


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Cong Iy Iord & Ihomos
Vo| A|berI Iosker vo John
kennedy
Chu Iruong OUANG CAO
CHNH IA 8AN HANG
$o|esmonsh|p AdverI|s|ng
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Claude Hopkins & Qung co khoa hc

( Scientific Advertising)
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MacManus
V phong cch qung co theo li cho
hng nh nhng ( Soft-sell Advertising)
MacManus ni danh vi li vit qung co cho thy nhng nhn
hiu xe hi lng danh nh Chrysler, Cadillac, Buick, Dodge
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Qung co thi
k th chin th
nht.
Tham gia c
chng trnh
qung co phc
v cng ch
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Cng ty JWT
(J. Walter Thompson) v thi k
qung co bng n sau chin
tranh ( cng vi cp v chng
nh qung co Stanley v
Helen Resor [Ngi u tin xy
dng m hnh qun l cng ty
qung co chuyn nghip v khi
nim brand image( hnh nh
thng hiu)]
Resor cng pht trin tng
khiu gi lng ham mun v a
v x hi khi thc dc ngi thu
nhp thp nhng tiu xi sang
chng t mnh hn.
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Qung co trong thi k
suy thoi sau th chin I
Qung co bn ni p
(hard sell advertising)
Dy l thi k kh khn
nhng li l lc t ra
nhng chun mc cao
hn v nghip v cho
cng nghip qung co .
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Rubicam v tnh c o
Rubicam ni ln l mt nh qung
co ti ba vi tnh sng to, mi m,
hp dn bng nhng tiu khu gi
s t .
Rubicam cng thu cng ty George
Gallup lm nhng cuc nghin cu v
th hiu v ng thi khch hng trong
mt bi cnh th trng nht nh.
chnh l nn tng ca s sng to ch
khng phi tng t trn tri ri
xung.
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John Caples v nhng dng tiu qung co
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c) Qung co sau th chin th hai

Rosser Reeves v USP
USP=Unique Selling Proposition- Li cho
hng c o ( ch c mt khng hai)
AVIS: WERE NUMBER 2
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d) Qung co truyn hnh ln ngi
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e)- Thi i qung co sng to
Creative Advertising
ni bt vi David
Ogilvy, Leo Burnett
va William Bernbach
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Leo Burnett
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Biu tng c ng Charlie v mt qung co nhn hiu
thi trang Chantelle at gii nht v QC ca Leo
Burnett
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WILLIAM BERNBACH
qung co l ngh thut
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3.1.5/-Qung co thi k a phng
tin & Thng mi in t
S dng a phng tin mi
lc mi ni
Ngi xem t mun xem g
ty thch
Mng x hi gip mi ngi c
th nu kin, lm phim, gi
bi hoc qung co trn mng.
Tm kim thng tin, mua bn,
trao i, tr tin tt c u trn
mng
Internet gip lin lc nhanh
chng, k c chuyn ti hnh
nh, m thanh, s liu vi dung
lng ln v cc nhanh.
Qung co& KM phi thay i
theo chiu hng to ra s
tng tc 2 chiu.

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3.2/-I NT V LCH S QUNG CO VN
Thi xa xa
Thi k c ch quc ng v tranh v
Qung co trn bo ch u th k XX
Ti min nam trc 1975
T 1992 n nay

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Coc bon co Ihe hoc mon quong coo quo mong

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KT LUN
Chng 1 l chng m u gip ngi hc bc vo
th gii ca QC &KM
hc su hn , sinh vin phi xem li cc bi hc v
chiu th trong mn marketing cn bn v qun tr
marketing.
Xin lu nhng sch gio khoa ny ch tp trung vo
nhng nguyn l v kin thc l thuyt.
Nu mun tr thnh mt nh qung co chuyn
nghip tht th li cn hc chuyn su hn v bit
thm nhng k nng nh vit qung co, sng to
tng, nghin cu th trng v khch hng, thit k
& ha, m thut, k thut quay phim,x l hnh
nh
cng chnh l mt s ni dung s c cp trong
nhng chng sau.
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