Chng 1: Tng quan

1. So snh khi nim Marketing ca P. Kotler v ca AMA 85 Khi nim MKT ca P.K : Mkt l mt hnh thc hot ng ca con ngi hng vo vic p ng nhng nhu cu v mong mun ca h thng qua trao i. Theo AMA 85: MKT l qu trnh ln kt hoch, xc nh sn phm, gi c, ym tr, truyn b tng, phn phi hang ha, cung cp dch v hng ti trao i nhm tha mn mc tiu ca cc c nhn v cc t chc Theo PK: Khng gii hn lnh vc p dng Nhn mnh vo vic nghin cu nhu cu ca con ngi trc khi sn xut. Khi nim sn phm: Hng ha, dch v, tng. Bao trm ton b hot ng + Xc nh sn phm + Xc nh gi + Phn phi + Xc tin 2. Phn bit Marketing truyn thng v Marketing hin i MKT truyn thng c ni dung hng ti vic lm sao bn nhng sn phm doanh nghip c kh nng sn xut cn MKT hin i c ni dung hng ti vic sn xut mt sn phn tha mn nhu cu khch hang Vy t vic a mt sn phm ca mt nh sn xut ra th trng dn b thay bng vic sn xut mt sn phm cho mt th trng c trc l bc tin t MKT truyn thng n MKT hin i Vy thay v tm mt th trng tiu th mt sn phm, by gi cn phi to ra mt sn phm cho mt th trng c nghin cu trc. chnh l qu trnh pht trin t MKT truyn thng n MKT hin i 3. Phn bit Wants, Needs, Demand? Ly v d Cu l cm gic thiu ht mt ci g m con ngi c th cm nhn c

Theo AMA -

c mun l mt nhu cu c dng c th, tng ng vi trnh v nhn cch c th Khi con ngi gn nhu cu vi mt sn phm c th, khi ngi ta c c mun. Lng cu l c mun b hn ch bi kh nng thanh ton

4. Trnh by thp nhu cu ca Maslow? Tm sinh l An ton Tnh cm x hi c tn trng T khng nh. 5. Quan im Marketing o c l g? Cho v d. Quan im MKT mang tnh o c x hi khng nh rng nhim v ca nh doanh nghip l xc nh nhu cu, mong mun v li ch ca cc th trng mc tiu v tha mn chng bng nhng phng thc c hiu qu hn (so vi i th cnh tranh) ng thi gi nguyn hay cng c mc sung tc cho ngi tiu dung v cho ton x hi. 6. Trao i? iu kin trao i? Trao i l vic nhn c mt ci g v cung cp mt vt g thay th L c s tn ti ca MKT MKT ch tn ti khi con ngi quyt nh p ng nhu cu ca mnh thong qua trao i. K trao i: t nht c hai bn Hai bn phi m bo cung cp v lu thng c hang ha ca mnh Trao i din ra trn nguyn tc t nguyn ca hai bn, cc bn c quyn khc t li ngh trao i Mi bn phi c th g c gi tr vi bn kia Mi bn phi tin tng vo tnh hp l hay hp mun trong vic quan h vi bn kia. 7. Trit l Marketing i ni? Marketing i ni: tuyn dng, hun luyn v ng vin c kt qu nhng nhn vin c nng lc, mun phc v khch hng chu o. Trn thc t, Marketing i ni phi thc hin trc Marketing i ngoi 8. Quan im hon thin sn phm? VD Quan im hon thin sn phm khng nh rng ngi tiu dung s c thin cm vi nhng sn phm c cht lng cao nht, c tnh nng s dng tt nht, v vy doanh nghip phi thng xuyn tp trung vo vic ci thin sn phm.

V d: xe my ca mnh bn tt hn xe my ca i th cnh tranh th Honda phi u t vo vic ci tin cht lng cho nhng chic xe sao cho tt hn xe ca cc hang khc. Tuy nhin nhc im l: - khng quan tm n kin ca khch hang - Khng nghin cu sn phm ca i th cnh tranh -> sn phm lm ra d c hon thin nhng cha chc thuyt phc c ngi tiu dng 9. Phn bit quan im Marketing v quan im Marketing o c x hi. VD 10. Mc tiu c bn ca MKT Mc tiu li nhun + yu t cn bn ca mi cng ty, gip cng ty hot ng v l ci m cng ty hng ti + Li th cnh tranh: Khi nghin cu k v mt th trng gip cho doanh nghip hiu hn v khch hang, c th sn xut c nhng sn phm ph hp hn vi nhu cu ca khch hang v do c li th hn trong kinh doanh + Trnh ri ro trong kinh doanh: Lm MKT gip doanh nghip hiu hn v khch hang v sn phm lm ra ph hp hn vi khch hang, trnh b ri ro trong kinh doanh v sn phm to ra p ng c phn no nhu cu ca khch hang. 11. Chin lc Marketing tp trung? VD L chin lc chn mt phn on th trng v sn xut mt sn phm cho th trng u im l chuyn su v sn phm 12. Chin lc Marketing phn bit? VD Chn mt vi phn khc th trng sn xut p ng nhu cu ca th trng VD: Thin Long sn xut dung, dng c hc tp hng ti th trng l trng hc, hc sinh, 13. Chin lc Marketing ko phn bit? VD

L chin lc MKT chn ton b th trng, khng xt n nhng khc bit ca cc phn on. V khng quan tm n th trng nh nn c nguy c b i th cnh tranh tham gia V d:

14. Quan im hon thin sx. VD Quan im hon th sn xut khng nh rng ngi tiu dung thch nhng sn phm c gi r hn v c phn b rng ri do vy doanh nghip phi nng cao nng sut, h gi sn phm v m bo phn phi sn phm ca mnh.

Chuong 2: Mi trng marketing

1. Mi trng Marketing l g? Cc yu t ca mi trng Marketing? Mi trng MKT l tp hp cc yu t c th nh hng n hot ng kinh doanh ca doanh nghip 2. Cc yu t m doanh nghip ko th kim sot c? L mi trng bn ngoi nh mi trng kinh t chung, mi trng chnh tr - php lut, mi trng t nhin, mi trng nhn khu hc, mi trng vn ha x hi, mi trng cng ngh, mi trng cnh tranh. 3. Cc yu t doanh nghip c th kim sot c? L mi trng bn trong: Ngun vn, lc lng lao ng, quyt nh ca cc cn b cp trn, cng ngh, vn ha doanh nghip, (Mi trng ti chnh doanh nghip, mi trng nhn s, mi trng cng ngh, mi trng vn ha doanh nghip) 4. Mi trng cn bn ca Marketing. 5. Phn tch m hnh 5 p lc M hnh 5 p lc: p lc cnh tranh ca nh cung cp: S lng, quy m nh cung cp s quyt nh n p lc cnh tranh, quyn lc m phn ca h i vi ngnh, doanh nghip.

V d: Trn th trng hin nay ch c hai nh cung cp chip l AMD v Intel, tt c cc my tnh bn ra u s dng chip ca 2 nh cung cp ny, v vy quyn lc m phn ca Intel v AMD vi cc doanh nghip l rt ln p lc cnh tranh t khch hang Quy m, tm quan trng, chi ph chuyn i khch hang, thong tin khch hang p lc cnh tranh t i th tim n (Cc doanh nghip s gia nhp ngnh) Cc i th tim n nhiu hay t ph thuc vo: + Sc hp dn ca ngnh + Nhng ro cn gia nhp ngnh: Vn, k thut, cc yu t thng mi (H thng phn phi, thng hiu, h thng khch hang), cc ngun lc c th (Nguyn liu u vo, bng cp, pht mnh, sang ch, ngun nhn lc, s bo h ca chnh ph) p lc cnh tranh t nhng sn phm thay th: p lc t cc bn lien quan mt thit: (p lc t pha nh cung cp sn phm b sung) 6. Mi lin quan gia mi trng bn trong v bn ngoi? Mi trng bn trong v mi trng bn ngoi: Mi trng bn ngoi quyt nh mi trng bn trong, doanh nghip phi iu chnh mi trng bn trong sao cho ph hp vi mi trng bn ngoi. Nhng mi trng bn trong thun li th mi c th p ng c nhng yu cu ca mi trng bn ngoi, do vy mi trng bn trong l v cng cn thit

Chng 3: Nghin cu th trng

1. La chn th trng mc tiu? Th trng mc tiu l th trng m cng ty la chn v hng ti cung cp nhng hang ha, dch v nhm thc hin cc mc tiu kinh doanh ca mnh, l th trng thch hp nht i vi tim nng ca cng ty v hi vng s em li hiu qu kinh doanh cao. 2. Phn on th trng? Cc tiu ch phn on? Do nhu cu ca ngi tiu dung trn th trng l rt a dng, do vy mt cng ty kh c th tha mn nhu cu ca tng ngi tiu dung. Do phi chia ngi tiu dung thnh tng nhm. Nhng ngi tiu dung trong tng nhm c nhng yu cu ging nhau v

mt ny hay mt khc. Mi nhm nh vy gi l mt phn on th trng. ni cch khc, phn on th trng l chia nhng ngi tiu dung thnh tng nhm c chung nhng yu cu ging nhau. 3. Quy trnh ra quyt nh mua hng ca c nhn? ngha ca quy trnh? 4. Cc bc nghin cu th trng? (s bt phn tch 1 trong s cc bc) Xc nh vn nghin cu thu thp thng tin th cp thu thp thng tin s cp x l thng tin gii thiu kt qu nghin cu s dng kt qu nghin cu. 5. Cc yu t nh hng n hnh vi ca t chc khi mua hng? 6. Cc phng n la chn TT mc tiu Coi ton b ngi tiu dung trn th trng l i tng cng ty p ng nhu cu chin lc MKT khng phn bit Trn c s phn on th trng, cng ty phn tch tim lc ca mnh v ca cc i th canh tranh c th chn mt vi phn on lm th trng mc tiu ca mnh. Chin lc MKT phn bit Cng ty quyt nh ch chn mt phn on thch hp nht i vi cng ty lm th trng mc tiu. Ngha l ch tp trung cung ng hang ha, dch v thch hp nht vi nhu cu ca ngi tiu dung phn on . V d RR 7. Phn loi TT. V d Chia th trng ra cho ph hp vi mi tiu ch + V tr a l: Th trng nng thn, th trng thnh th + Tm quan trng vi doanh nghip: Th trng chnh, th trng ph + Tnh cht kinh doanh: Th trng bn bun, th trng bn l + Quan h cung cu: Th trng ngi bn, th trng ngi mua 8. thng tin s cp, thng tin th cp. Thng tin th cp l thng tin c sn, c xut bn, in n hay ng ti trn cc tp ch hoc ti liu nghin cu trc ca doanh nghip nhm phc v cho cc mc ch khc. Thng tin th cp l thng tin c sn v gi r, Thng tin s cp l thng tin c nghin cu ln u phc v cho mc ch nghin cu. Thng tin s cp thng i hi cng sc v chi ph cao, khng bao qut bng thng tin th cp nhng c tnh thi s hn.

9. Quy trnh mua hng ca t chc? so snh vi quy trnh mua hng c nhn v gii thch ti sao li c im khc nh th?

Chng 5: sn phm
1. Vng i sn phm l g? L thi gian t khi sn phm c thng mi ha cho n khi n b o thi khi th trng. c im ca giai on thm nhp? : Tn km, nh sn xut phi mt nhiu chi ph cho vic MKT, qung co, hon thin sn phm, c th b l 2. Vng i sn phm l g? c im ca giai on tng trng? Li nhun t sn phm tng dn, chi ph qung co gim dn, chi ph sn xut gim dn. 3. Vng i sn phm l g? c im ca giai on chn mui? Li nhun t mc cao nht, cui pha chin mui c xu hng gim. 4. Vng i sn phm l g? c im ca giai on suy tn? Li nhun gim nhanh, nh sn xut phi ci tin, kch cu, hoc sn phm s b o thi khi th trng. 5. Vng i sn phm? c im? ngha? ngha: Doanh nghip hiu r c quy lut v hot ng ca vng i sn phm qua tng giai on phi hp c hiu qu cc thnh phn c bn trong MKT Mix Nm bt c nhng c im bin ng chnh ca chi ph, doanh s v li nhun trong tng giai on -> khai thc tt cc ngun lc nhm m bo thanh cng cho cc mc tiu chin lc ca mnh. Xy dng c kp thi k hoch ti chnh ch ng iu hnh cc hot ng kinh doanh v tn dng c nhng c hi tt nht. 6. Bao b? (Chc nng) Chc nng no l chc nng thng mi? Bao b l tt c nhng ci bao bc, ch ng sn phm Packaging. 7. Nu cc loi sn phm m doanh nghip sn xut. VD. Sn phm ku gi c bn c ko?

Sn phm ch o l sn phm thu ht c nhiu khch hang nht, m bo mc li nhun cao nht, to ra bc t ph mi trong kinh doanh, to tn tui, hnh nh v danh ting cho doanh nghip Sn phm ku gi l sn phm c cht lng tt v gi r VD: Wave alpha Sn phm tin phong l sn phm tiu th c hiu qu, cng c thng hiu v li th cnh tranh cho doanh nghip Sn phm chin lc ng vai tr m rng khch hng, tng li nhun cho doanh nghip, tn dng nh xng my mc, nguyn liu tha, doanh s, li nhun thu c thng khng ln.

8. Nhn hiu sn phm l g? Bao gm nhng yu t no? L nhng du hiu c trng cho sn phm ca doanh nghip v khc bit vi nhn hiu sn phm ca i th cnh tranh. L c nh ha v php l ha sn phm, m bo cho doanh nghip c quyn sn phm ca mnh mang nhn hiu . Nhn hiu bao gm: + tn sn phm + biu tng + hnh v + k hiu m nhc + s lin kt cc yu t trn 9. Chin lc sn phm hin hu - th trng hin hu? VD Chuyn su vo th trng, khai thc trit khch hng c quyn, tn cng vo nhm khch hng ca i th cnh tranh, m rng hn khch hng hn hp pha tng trng, pha chin mui V d cc sn phm nc mm ca cng ty massan

10. nh v sn phm? Cc bc nh v sp 11. Chin lc sn phm mi? 12. Chin lc sn phm mi th trng mi? VD 13. Chin lc lin kt sn phm hin hu vi th trng mi? VD

14. Vng i sp quc gia. 15. Chin lc sp hin hu tt hin hu. VD 16. Cc bc pht trin sp mi. 18. ngha ca IPLC

Chng 6: gi
1. Phn bit chnh sch gi ht vng v gi tn cng? Ly v d minh ha. 2. nh gi tm l khch hng? VD 3. Cn c nh gi. 4. Cc loi gi trong thng mi quc t? 5. Phn tnh cc chin lc gi quc t. VD 6. chnh sch gia theo vng i sn phm, nu VD v phn tch VD. 7. H s co gin ca cu theo gi? ngha. 8 .Nu nh ngha im ha vn? Cng thc im ha vn.

Chng 7: phn phi

1. c im ca bn l? c im ca ngi phn phi bn l? 2. So snh phng thc phn phi trc tip v gin tip? Ban hag tren mng la hinh thuc phan phoi nao. 3. Qu trnh bn hng ha c nhn? 4. Knh phn phi? 5. Chin lc phn phi chn lc . c im. ng dng 6. Chin lc phn phi c quyn . c im. ng dng 7. Chin lc phn phi tp trung . c im. ng dng

Chng 8: xc tin
1. PR l g? Mc ch ca chin lc PR c phi l bo v doanh nghip ko?

2. Cc bc tham gia hi tr, trin lm? 3. Cc kiu qung co? 4. Chin lc thng ip th trng quc t? 5. Mc tiu ca chnh sch xc tin? 6. Qung co l g, c im ca qung co 7. Mi trng v chnh sch xc tin

Chng 9: dch v
1. Marketing Mix trong dch v?

Chng 10: k hoch ha

1. K hoch ha Marketing? Vai tr ca k hoch ha Marketing? 2. Quy trnh k hoch ha? Bc 2 trong quy trnh k hoch ha? 3. M hnh IPAC? Vai tr 5. Phn tch SWOT: khi nim, phn tch 6. Ma trn BCG? VD