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Published by api-3717246

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Published by: api-3717246 on Oct 22, 2008
Copyright:Attribution Non-commercial


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Ch\u01b0\u01a1ng tr\u00ecnh Gi\u1ea3ng d\u1ea1y Kinh t\u1ebf Fulbright
Ti e\u00e1p th\u00f2 \u00d1\u00f2a ph\u00f6\u00f4ng
Ti\u1ebfp th\u1ecb \u0111\u1ecba ph\u01b0\u01a1ng
Ni\u00ean kh\u00f3a 2003 \u2013 2004
Ba\u00f8i gia\u00fbng
Phan Ch\u00e1nh D\u01b0\u1ee1ng

Ti\u1ebfp th\u1ecb \u0111\u1ecba ph\u01b0\u01a1ng l\u00e0 m\u1ed9t m\u00f4n h\u1ecdc m\u1edbi\u0111\u01b0\u1ee3c h\u00ecnh th\u00e0nh trong nh\u1eefng n\u0103m g\u1ea7n\u0111\u00e2y, n\u1ed9i dung m\u00f4n h\u1ecdc\u0111\u01b0\u1ee3c t\u1eebng b\u01b0\u1edbc h\u00ecnh th\u00e0nh v\u00e0 b\u1ed5 sung trong qu\u00e1 tr\u00ecnh gi\u1ea3ng d\u1ea1y c\u1ee7a c\u00e1c gi\u00e1o s\u01b0, v\u00e0 nh\u1eefng ki\u1ebfn th\u1ee9c, kinh nghi\u1ec7m th\u1ef1c ti\u1ec5n c\u1ee7a c\u00e1c\u0111\u1ecba ph\u01b0\u01a1ng trong vi\u1ec7c thu h\u00fat kh\u00e1ch h\u00e0ng\u0111\u1ebfn\u0111 \u1ea7u t\u01b0, kinh doanh hay\u0111\u1ebfn\u0111\u1ecbnh c\u01b0, du l\u1ecbch t\u1ea1i\u0111\u1ecba ph\u01b0\u01a1ng\u0111\u00f3.

N\u1ebfu xem\u0111\u1ecba ph\u01b0\u01a1ng nh\u01b0 m\u1ed9t s\u1ea3n ph\u1ea9m c\u1ea7n ph\u1ea3i ch\u00e0o h\u00e0ng, t\u00ecm ki\u1ebfm th\u1ecb tr\u01b0\u1eddng v\u00e0 kh\u00e1ch h\u00e0ng ri\u00eang cho m\u00ecnh th\u00ec ki\u1ebfn th\u1ee9c ti\u1ebfp th\u1ecb chung (Marketing) c\u0169ng\u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng nh\u01b0 ki\u1ebfn th\u1ee9c c\u01a1 b\u1ea3n. Do\u0111\u00f3 ph\u1ea7n\u0111\u1ea7u c\u1ee7a n\u1ed9i dung ch\u01b0\u01a1ng tr\u00ecnh m\u00f4n h\u1ecdc Ti\u1ebfp Th\u1ecb \u0110\u1ecba Ph\u01b0\u01a1ng lu\u00f4n c\u00f3 nh\u1eefng b\u00e0i c\u01a1 b\u1ea3n v\u1ec1 m\u00f4n Ti\u1ebfp Th\u1ecb (Marketing).

Tuy nhi\u00ean, kh\u00e1c v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m h\u00e0ng h\u00f3a b\u00ecnh th\u01b0\u1eddng, \u201cs\u1ea3n ph\u1ea9m\u0111\u1ecba ph\u01b0\u01a1ng\u201d kh\u00f4ng\u0111\u01b0\u1ee3c con ng\u01b0\u1eddi hay m\u1ed9t nh\u00e0 m\u00e1y n\u00e0o s\u1ea3n xu\u1ea5t ra, kh\u00f4ng c\u00f3 m\u1ed9t qui c\u00e1ch c\u1ee5 th\u1ec3, v\u00e0 kh\u00f4ng c\u00f3 gi\u1edbi h\u1ea1n c\u1ee7a tu\u1ed5i th\u1ecd. V\u00e0\u0111i\u1ec1u\u0111\u1eb7c bi\u1ec7t nh\u1ea5t l\u00e0 \u201cs\u1ea3n ph\u1ea9m\u0111\u1ecba ph\u01b0\u01a1ng\u201d l\u00e0 s\u1ea3n ph\u1ea9m duy nh\u1ea5t mang m\u1ed9t\u0111 \u1eb7c t\u00ednh ri\u00eang, nh\u1ea5t l\u00e0\u0111\u1eb7c\u0111i\u1ec3m v\u1ec1 v\u1ecb tr\u00ed, kh\u00f4ng gian c\u1ee7a n\u00f3.

Khi n\u00f3i\u0111\u1ebfn m\u1ed9t\u0111\u1ecba ph\u01b0\u01a1ng l\u00e0 n\u00f3i\u0111\u1ebfn nh\u1eefng g\u00ec thu\u1ed9c v\u1ec1 \u0111\u1ecba ph\u01b0\u01a1ng\u0111\u00f3 v\u00e0 nh\u1eefng g\u00ec li\u00ean quan\u0111\u1ebfn n\u01a1i\u0111\u00f3 trong c\u1ea3 m\u1ed1i quan h\u1ec7 \u0111\u1ecba l\u00fd, l\u1ecbch s\u1eed, kinh t\u1ebf, ch\u00ednh tr\u1ecb, x\u00e3 h\u1ed9i, v\u0103n h\u00f3a, v.v\u2026 Do\u0111\u00f3, con ng\u01b0\u1eddi l\u00e0 m\u1ed9t n\u1ed9i dung ch\u1ee7 y\u1ebfu c\u1ee7a m\u1ed9t\u0111\u1ecba ph\u01b0\u01a1ng, v\u00e0 th\u00f4ng qua ho\u1ea1t

\u0111\u1ed9ng c\u1ee7a con ng\u01b0\u1eddi b\u00ean trong c\u0169ng nh\u01b0 b\u00ean ngo\u00e0i li\u00ean quan \u0111\u1ebfn \u0111\u1ecba ph\u01b0\u01a1ng \u0111\u00f3 \u0111\u1ec3x\u00e1c \u0111\u1ecbnh
n\u1ea5c thang gi\u00e1 tr\u1ecb c\u1ee7a\u0111\u1ecba ph\u01b0\u01a1ng\u0111\u00f3, v\u00e0 t\u1eeb\u0111\u00f3 c\u00f3 th\u1ec3 l\u00e0m cho h\u00ecnh\u1ea3nh c\u1ee7a\u0111\u1ecba ph\u01b0\u01a1ng\u0111\u00f3 t\u1ed1t
l\u00ean hay x\u1ea5u\u0111i, hay l\u00e0m cho m\u1ecdi ng\u01b0\u1eddi bi\u1ebft\u0111 \u1ebfn, hay\u0111i v\u00e0o qu\u00ean l\u00e3ng.

V\u1edbi c\u00e1i nh\u00ecn v\u1ec1 \u0111\u1ecba ph\u01b0\u01a1ng nh\u01b0 m\u1ed9t s\u1ea3n ph\u1ea9m c\u1ea7n ph\u1ea3i ti\u1ebfp th\u1ecb v\u1edbi kh\u00e1ch h\u00e0ng, c\u1ea7n t\u00ecm ki\u1ebfm th\u1ecb tr\u01b0\u1eddng th\u00ec ph\u01b0\u01a1ng ph\u00e1p c\u0169ng nh\u01b0 k\u1ef9 thu\u1eadt ti\u1ebfp th\u1ecb\u0111\u00f2i h\u1ecfi ph\u1ea3i\u0111\u1eb7c bi\u1ec7t h\u01a1n, trong\u0111\u00f3\u0111\u1ea7u ti\u00ean ph\u1ea3i c\u00f3 nh\u1eefng th\u00f4ng tin ki\u1ebfn th\u1ee9c:

Hi\u1ec3u bi\u1ebft v\u1ec1 \u0111\u1ecba ph\u01b0\u01a1ng\u0111\u00f3\u1edf m\u1ecdi kh\u00eda c\u1ea1nh c\u00e0ng s\u00e2u r\u1ed9ng c\u00e0ng t\u1ed1t.
Xu th\u1ebf ph\u00e1t tri\u1ec3n c\u1ee7a\u0111 \u1ecba ph\u01b0\u01a1ng\u0111\u00f3 trong t\u01b0\u01a1ng lai.
Nh\u1eefng m\u1eb7t m\u1ea1nh, m\u1eb7t y\u1ebfu (thu\u1eadn l\u1ee3i v\u00e0 kh\u00f3 kh\u0103n) c\u1ee7a\u0111 \u1ecba ph\u01b0\u01a1ng trong c\u00e1i nh\u00ecn c\u1ee7a
kh\u00e1ch h\u00e0ng (theo m\u1ee5c\u0111\u00edch, y\u00eau c\u1ea7u, quy\u1ec1n l\u1ee3i c\u1ee7a kh\u00e1ch h\u00e0ng).
Nh\u1eefng c\u00e1ch th\u1ee9c c\u1ea3i thi\u1ec7n.

V\u1edbi y\u00eau c\u1ea7u ki\u1ebfn th\u1ee9c c\u1ee7a m\u1ed9t ng\u01b0\u1eddi l\u00e0m ti\u1ebfp th\u1ecb \u0111\u1ecba ph\u01b0\u01a1ng (Marketing place) ph\u1ea3i c\u00f3 nh\u01b0 n\u00eau\u1edf tr\u00ean. Ch\u00fang ta\u0111\u00e3 th\u1ea5y\u0111\u01b0\u1ee3c v\u1ecb tr\u00ed, vai tr\u00f2, t\u1ea7m quan tr\u1ecdng v\u1ec1 m\u1eb7t n\u0103ng l\u1ef1c t\u1ed1i thi\u1ec3u ph\u1ea3i c\u00f3 c\u1ee7a c\u00f4ng vi\u1ec7c. V\u00e0 tr\u00ean c\u01a1 s\u1edf c\u00e1i v\u1ed1n ki\u1ebfn th\u1ee9c tr\u00ean, ch\u00fang ta b\u01b0\u1edbc v\u00e0o c\u00f4ng t\u00e1c l\u00e0m ti\u1ebfp th\u1ecb.

V\u1edbi m\u1ed9t\u0111 \u1ecba ph\u01b0\u01a1ng c\u1ee5 th\u1ec3 (m\u1ed9t s\u1ea3n ph\u1ea9m duy nh\u1ea5t) nh\u01b0ng ch\u00fang ta c\u00f3 th\u1ec3 ch\u00e0o h\u00e0ng
\u1edf c\u00e1c th\u1ecbtr\u01b0\u1eddng kh\u00e1c nhau nh\u01b0: Th\u1ecbtr\u01b0\u1eddng \u0111\u1ea7u t\u01b0, th\u1ecbtr\u01b0\u1eddng th\u01b0\u01a1ng m\u1ea1i, th\u1ecbtr\u01b0\u1eddng du l\u1ecbch,
th\u1ecb tr\u01b0\u1eddng di d\u00e2n v.v\u2026 V\u00e0 t\u1eebng th\u1ecb tr\u01b0\u1eddng kh\u00e1c nhau, ch\u00fang ta c\u00f3 nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p ti\u1ebfp
c\u1eadn kh\u00e1c nhau. V\u00e0 trong c\u00f9ng m\u1ed9t th\u1ecb tr\u01b0\u1eddng, ch\u00fang ta ch\u1ecdn nh\u1eefng ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng ph\u00f9

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