20.11.2007 ::: Marketing ::.

MBA trong tm tay - Marketing (phn 2)

Hunh Minh Em dch, NXB Tr 11/2007

Business World Portal xin trn trng gii thiu vi bn c phn tip theo ca lat bi trch t cun "The MBA Portable in Marketing" (MBA trong tm tay - ch Marketing). Sch do NXB Tr n hnh, thng 11/2007.

MI TRNG TRONG NC Cc vn d thy nht trong marketing quc t xut pht t ngn ng, lut v cc hn nh, kim tra hi quan, giao thng, v cc tp qun kinh doanh thng thng. Chng hn nh ngi c th khng bao gi mc c, ngi Braxin th thng, cn ngi Trung Quc th lun lun. Nhng bin ng v ti chnh v tin t cng c th gy tr ngi. Bi v xut khu a n tng chi ph mt cch bt thng, nhiu ngn hng t nhn khng mun cp vn cho nhng ngi mi bt u xut khu. V s khng n nh ca dng tin cng nh hng ln n li nhun. Khi ng -la tng gi mnh vo u thp nin 1980; nhiu cng ty b thit hi v ti chnh; n cui thp nin 1980, nhiu cng ty b p c tn tht khi sc mnh ca ng -la thay i. pht trin mt chin lc marketing quc t, mt cng ty cn phi nh gi nm loi mi trng: kinh t, vn ha, k thut, chnh tr/php lut, v a l. Mi trng kinh t Manila, thuc l Marlboro c bn ri, ch khng c ng trong gi hoc cy. Mua c gi th qu t, nn mt lc ti ch mua vi iu thi, ti x taxi Filipino gii thch. 14 im chnh ca v d ny l nu nh ngi tiu dng khng c kh nng mua sn phm ca mt cng ty, th cng khng c ngha l cng ty ny cn phi pht l th trng . Thay v vy, cng ty c th t chc li h thng marketing hn hp c xt n cc ngun lc kinh t gii hn. Vic iu chnh gi v sn phm cng c th hu ch cho marketing n ngui tiu dng cc nc giu. Chng hn nh xe Mercedes-Benz c nh gi M cao hn so vi c, ni chng c sn xut. M xe hi mang mt hnh nh cao cp v c nh gi cao mt cch tng ng. Cc v d ny nhn mnh n tm quan trng ca mc pht trin kinh t ca mt nc. Cc nc thng c phn loi da trn ch tiu tng sn phm quc ni (GDP) theo u ngui thnh ba loi hnh kinh t: km pht trin, ang pht trin, v pht trin cao. Ba loi hnh kinh t ny c s khc bit ng k. Chng hn nh cc nc km pht trin nht c GNP bnh qun u ngi di 400 -la, trong khi cc nc pht trin nht c th c GNP bnh qun u ngi trn 110 ngn -la. Khong cch kinh t gia cc quc gia ngho nht v giu nht ang rng ra do s tng trng kinh t phi b li vi s gia tng nhanh ca dn s. Ngoi tr chu vi cc nc va cng nghip ha, cc quc gia km pht trin c rt t trin vng hn so vi cc nc cng nghip ha. Cc quc gia c ghi nhn l c s tng trng kinh t di hn c phn vo nhm ang pht trin. Cc v d

c th k bao gm Braxin, n v i Loan. n , ni c mt thi lng thc chim 25% tng kim ngch nhp khu, hin ti c th t sn xut v thm ch cn xut khu ng cc sang Nga. Ngoi ra, cc nc khc c xp vo loi pht trin cao. Nhiu nc trong s ny l thnh vin ca T chc hp tc v pht trin kinh t (Organization for Economic Co-Operation and Development OECD), c thnh lp sau Chin tranh th gii th hai dng lm din n tho lun cc mi quan h kinh t gia cc quc gia thnh vin. Cc quc gia OECD (bao gm hu ht cc nc Ty u, New Zealand, Australia, Canada, Vng quc Anh, Th Nh K v M) chim ti hn 70% thng mi th gii v c s tng trng kinh t vng chc qua cc nm. Tng trng xut khu ca h cao hn mc trung bnh ca th gii, ngc li vi cc nc km pht trin vi tng trng xut khu ch chim 10% mc trung bnh ca th gii.15 Tuy nhin i vi cc nh xut khu M th cc nc ang pht trin em n cc c hi tt nht. Cc nn kinh t ang pht trin cng vi dn s tng nhanh to ra cc th trng mi, tng trng cho cc sn phm chng hn nh cc thit b gia dng ca Whirlpool, n giai on bo ha cc th trng tng trng chm ca cc nc pht trin. l l do ti sao hn 40% hng ha xut khu ca M l sang cc nc ang pht trin. Nhng tr tru thay, ngi ta bit n nhu cu v hnh vi tiu dng cc nc ang pht trin t hn cc nuc pht trin. V th i vi hu ht cc nh marketing, cc th trng quc t tng trng nhanh nht li l nhng im m marketing t hi nht ca h.16 Hc cch "khiu v" cc nc ang pht trin S tht l hn 2/3 dn s th gii sng cc nc ang pht trin - mt th trng rng ln, c sc thu ht cao i vi cc nh marketing, nhng cng kh kim sot v thm ch i khi kh thm nhp. C l thch thc ln nht m cc nh marketing phi i mt l mc thu nhp sn c thp nhiu nc trong s ny. Thu nhp bnh qun u ngi nhiu nc ang pht trin thp hn 200 -la mi nm. Tc tng trng kinh t thp hoc m, kt hp vi t l sinh cao, a n tnh trng c qu t cc ngun lc kinh t phi c phn b cho nhiu ngi hn. iu ny lm cho c rt t chi tiu cho hng ha nhp khu khi tnh theo u ngi. Tuy nhin, nhiu cng ty xem cc nuc ang pht trin l ngun lc chnh cho cc th trng tng trng trong tng lai. vt qua cc kh khn ca vic marketing cc nc ang pht trin trn th gii, cc nh marketing c th s dng m hnh bn bc ca qu trnh tham gia th trng m c thit k gip h thnh cng cc nuc ang pht trin. M hnh ny c cc chuyn gia trong ngnh gi l kiu mu A-B-C-D, v cho rng cc nh marketing hng ha tiu dng cn phi qua cc bc sau c th thnh cng trn bt c th trng ni a no:

Access (tip cn). Bc u tin lin quan n vic a sn phm hoc dch v n ng ngi tiu dng bng cc cch thc ph hp vi nn vn ha. u ny lm cho h tip cn vi sn phm nhng khng m bo rng h s dng cch tip cn mua n. Buying Behavior (hnh vi mua hng). giai on th hai ca s pht trin ca th trng ny, nh marketing quc t tp trung vo hiu bit v hnh vi mua hng di nh hng ca vn ha a phng, ch trng n cc vn chng hn nh nhn hiu s c lnh hi nh th no v cn phi lm g to lng trung thnh i vi sn phm. Consumption characteristics (c im tiu dng). Trong giai on ny, giai on th ba ca s pht trin, nh marketing tp trung vo hiu bit v cc mu hnh tiu dng tng qut, t ra nhng cu hi chng hn nh Ti sao nhm ngi tiu dng ny li mua loi sn phm vi s lng ln, trong khi cc nhm khc th khng? Giai tng x hi, c tnh ca nn vn ha a phng, v cc yu t khc gip l gii cc

mu hnh tiu dng ring bit ca bt c nuc ang pht trin no.

Disposal (thi hi). giai on th t, nh marketing bt u ngh n vic ng gi, ti ch, v cc vn khc c th gip ct gim chi ph n mc x hi v ngi tiu dng a phng c th chp nhn c. thc v mi trng ang tng ln lm cho vn thi hi sn phm tr nn quan trng cc nc ang pht trin hn hu ht cc nh marketing nhn thy. Khi cc nh marketing tp trung vo cc vn thi hi sn phm, h cng s tr nn quan tm n s nh hng rng ln mang tnh x hi ca vic kinh doanh ca h n t nc v con ngi y. Giai on cui ny lin quan n vic chuyn sang vai tr l ngi cng dn c trch nhim cc nc ang pht trin. Nh marketing quc t khng cn l ngi ngoi ang c vt sa nc ny c doanh s, m ngy cng l mt cng dn c quyn li ring, lin quan n s pht trin v thnh cng ca quc gia , con ngi v mi trng t nhin y v mt lu di.17 Vi vic ha nhp vo mi trng a phng ny, cng ty cui cng nhp lm mt vi th trng ca h v c th hiu y nhng g m ngi tiu dng a phng mun v cn c.

Mi trng vn ha18 Ngi ta c th ngh n vn ha nh l mt tp hp cc hnh vi c hc hi v chia s da trn cc gi tr tp th. Cc yu t ca vn ho bao gm ngn ng, tn gio, gi tr v quan nim, o c, gio dc, v t chc x hi.19 Tm quan trng ca cc yu t vn ha i vi mt cng ty tham gia marketing quc t c minh ha trong v d sau. Mt cng ty mun a sn phm thc n dnh cho tr em vo th trng Thy in, c t l ngui bit ch chim 99% dn s, c th qung co sn phm trn nhiu bo v tp ch khc nhau, c th bao gm thng tin v chc nng dinh dng ca sn phm. Tuy nhin Yemen, quc gia c t l bit ch khong 30%, th cch tip cn ph hp s l da trn cc phng tin truyn thng bng hnh nh chng hn nh p phch qung co. Ngay c khi lm nh vy cng ty cng c th gp vn . Mt cng ty nui hy vng s bn c sn phm thc n dnh cho tr em Trung Phi v hnh mt a b ngui dn tc xinh xn trn chic bnh. Ngi tiu dng c phn ng tch cc, nhng khng phi theo cch m cng ty mong mun. T l bit ch y thc t l bng khng, v ngi tiu dng c ng rng bc tranh trn bao b biu th cho cng dng ca sn phm. H kt lun rng chic bnh ng thc n tr em cha a tr c ch bin! D nhin l sn phm thc n tr em ny khng bn c. Tuy nhin ng sau s tht bi ny c iu g cn hn c vic km may mn - thiu mt s quan tm n cc yu t x hi then cht. trnh nhng sai lm ng ngn, v tm c hi trong mi trng vn ha ring bit mi nuc v mi th trng, cc nh qun l cn phi c kin thc ring su rng v vn ha. Nu bn thn h khng lm c th h cn phi thu ngi s ti v da vo hiu bit ca nhng ngi ny. Ngn ng Ngn ng c l l yu t vn ha quan trng nht theo quan im ca cc nh marketing quc t. C ln Chevrolet c nh gii thiu xe Nova n cc nc ni ting Ty Ban Nha. Tuy nhin trong ting Ty Ban Nha, t nova c ngha l khng chy. Khi phi ni, s mo him ca Chevrolet khng mang li thnh cng. Mt vn tng t xy n cho mt nh xut khu scla ca c, h gii thiu cc sn phm ca mnh vo th trng M di nhn hiu Zit. Cc cu chuyn ny tht tc ci, tuy nhin cn phi nhn thy l c hai cng ty ny phi gnh chu nhng tn tht ln t nhng sai lm ny. H c th i tn nhn hiu, nhng vic ny s tn thi gian v tin bc trong khi th trng ng cho cc i th cnh tranh. Khi nim ca Edward T. Hall v ngn ng im lng ca thi gian v khng gian hm cha mt lot cc vn

khc dnh cho cc nh marketing thiu thn trng.20 n , thi gian l mt dng sng trong khi M, thi gian l tin bc. Khi nim v thi hn v ngy giao hng rt khc nhau gia hai nn vn ha. Khng gian cng c xem xt mt cch khc bit cc nn vn ha khc nhau. Cc nh marketing M i khi cm thy khng thoi mi khi thng lng vi cc i tc Jordani bi v ngi Jordani c khuynh hng ng gn vi ngui khc hn mc thng thung c chp nhn M. Tn gio Tn gio v o c ng vai tr quan trng trong phn ng ca con ngi i vi cc hot ng marketing. Mt v d l phn ng ca ngi tiu dng Rp Saudi trc mu qung co ca mt hng hng khng cho thy cnh mt n tip vin hng khng phc v ru Sm-banh cho cc doanh nhn ang mm ci. Mu qung co ny vi phm t nht hai quy tc lin quan n o Hi: cc vai tr thch hp cho ngi ph n v vic cm ung ru bia. Mu qung co ny khin ngi Saudi ngh rng hng hng khng mun thay i nhng gi tr tn ngng ca h v cui cng b loi b. Gi tr v quan nim Cc nn vn ha khc nhau cc gi tr v quan nim ca chng i vi vic lm, s thnh cng, y phc, thc n, m nhc, gii tnh, a v x hi, tnh trung thc, quyn hn i vi ngi khc, v cn nhiu th khc na. Chng hn nh quan nim v chm sc c nhn cng nh cc sn phm chm sc c nhn c s khc bit ng k. Li khng nh ca Pepsodent rng kem nh rng ca h c th gip lm trng rng khng my hiu qu nhiu nc ng Nam v y ngi ta nhai cau nhum rng. Gip bn "Mua hng ca chng ti i. N b y!" hnh dung thm

Vi mu chuyn vui v marketing yu thch ca chng ta thc t li l nhng sai lm trong marketing ca ngi khc. Mc d iu ny cng hi nhn tm, nhng nhng sai lm ca ngi ta c th khin ta thy tc ci. Sau y l mt vi mu chuyn bun ci nht, c bin dch t Internet v c gi cho chng ti bi Daniel Blanchard, gim c dch v v h thng mng Vn phng Cng ngh thng tin ca U. Mass:

Electrolux, nh sn xut my ht bi ca Scandinavi, s dng khu hiu sau cho mt chin dch qung co ti M: Khng c g b nh Electrolux. Ci tn Coca-Cola khi ln u c dch sang ting Trung Quc tr thnh Ke-kou-ke-la m mt s ngi c thnh ngha vt cn ca con nng nc sp, cn nhng ngi khc th nhn thy con nga ci c nhi sp. (Tt c ty thuc vo ging ni v cch bn pht m mi m tit - Mt vic phc tp m chng ta khng nh lm ch mt cch nhanh chng.) Gi th h dng Ko-kou-ko-le, vi hy vng s c c vi ngha hnh phc trong ming. Mt u ng ngn khc v vic s dng ting Trung Quc: khu hiu Lim ngn tay mi ngon ca Kentucky Fried Chicken c dch ra thnh Hy n t cc ngn tay ca bn. Ti sao Ford Pinto, c bn rt chy M, khng thnh cng Braxin. C l bi v pinto l ting lng ca b phn sinh dc b t ca n ng. N bn chy hn khi c i tn thnh Corcel, c ngha l nga. Ton b con nga, ch khng phi ch l mt phn ca n. Bn ngh rng Ford gp rc ri ? Vy cn Frank Purdue, ng trm tht g ca M, th sao? nh ca ng ta xut hin trn cc bng qung co Mexico vi mt bn dch th kch t khu hiu bng ting M.

Thay v ni Cn mt ngi mnh m lm mt con g mm yu, mu qung co ny li c l, Cn mt ngi cng rn lm cho con g c nh thc.

Cn nhiu rc ri na vi ting lng. Hunt-Wesson dch nhn hiu Big John ca mnh sang ting Php ca ngi Canada thnh Gros Jos, ch nhn thy rng l ting lng ca nhng cp v to. Tht ng tic.

Gi tr v quan nim thng c bin thnh cc quy tc o c v i khi tr thnh lut m c th trc tip nh hng n marketing quc t. V d, vic cm hnh thc qung co so snh c gy rc ri cho cc nh qung co M no quen khng nh rng cc sn phm ca h mnh hn, nhanh hn, hoc r hn so vi sn phm ca i th cnh tranh. Cc quy tc o c bt thnh vn hu nh c tm quan trng ngang vi cc lut chnh thc. Mt c ch chng hn nh gc chn ln bn lm vic c th c hiu theo cc cch rt khc nhau gia cc nn vn ha khc nhau. M, hnh ng ny c xem nh du hiu ca s th gin hoc trm ngm. Ngc li, hu ht cc nuc Trung ng, hnh ng khng c a thch. nhng nc ny, lng bn chn hoc giy c xem l th kinh tm v n tip xc vi mt t. o c C phi khi Roma, hy lm hoc khng lm nh nhng g m ngi Roma lm (hoc khng lm) khng? (Nhp gia ty tc). Xc nh ci g cu thnh nn cc tp qun o c khi tin hnh kinh doanh trong nc khng phi lc no cng d. Khi kinh doanh nc ngoi, cu hi thm ch cng tr nn kh tr li hn. Gii hn ca cc hot ng quc t ca cc nh marketing M vn cn l iu bn ci. Cc cng ty a quc gia c gng lm thay i cc gi tr vn ha c h. V d, cc sn phm tiu dng ca M chng hn nh cht kh mi, kem nh rng, thc n nhanh, v ng cc n sng c gii thiu v y mnh cc nuc thuc th gii th ba, ni trc y ngi ta cha bit n cc sn phm ny. Cc thit b kim tra sinh sn v sa nhn to thay th sa m c a n bn cc nc m ch. Vic c thay i cc gi tr vn ha t c doanh s cao hn ca cc cng ty M c hp o c khng? hu ht cc nc th gii th ba, t l ht thuc bnh qun u ngi ang tng mnh. cc nc ny, vic qung co khng c kim sot; bao b khng b bt buc phi ghi cc cnh bo v sc khe. Cc cng ty thuc l M nhm nhiu n cc nc ny b p li s km tng trng trn cc th trng nc nh. y c phi l marketing c o c hay khng? (Thm ch c o c hay khng khi bn mt sn phm c hi cho sc khe nh thuc l n bt c nc no? Nhng cu hi nh th thng c a ra trong cc lp hc kinh doanh hc ng, nhng d b l i trong th gii marketing thc.) M, hi l b xem l vic vi phm o c. Nhng nhiu nc chu , Phi, v Trung ng, cc hnh thc nht nh ca hi l c xem l mt khon chi ph khc ca vic kinh doanh. Cc mn qu bng tin, sn phm, thm ch dch v c th c i hi cc cng ty M khng cht d dt. Chng hn nh lnh o cc cng ty mun hot ng Qatar c yu cu phi biu mt khon gy sng st tr gi 1,5 triu -la gi l qu cho b trng du kh nc ny. Vin chc ca mt cng ty du kh thuc s hu nh nc Indonesia yu cu cc nh cung cp ca M ng gp cho mt nh hng Indonesia thnh ph New York cng c hnh nh Indonesia trn t M? o c? Tng tin? Hay n gin ch l tp qun kinh doanh bnh thng? c cm ca M i vi vic hi l c phn nh bng lut. Nm 1977, Quc hi ban hnh o lut chng tham nhng nc ngoi (Foreign Corrupt Practices Act FCPA) cm cc cng ty M cung cp hoc thm ch thanh ton tin cho cc ng chnh tr, ng c vin, hoc quan chc nuc ngoi c thm quyn trong nhng tnh hung khin cho ngi nhn lm dng chc v ca h t c, duy tr, hoc tip tc vic kinh doanh. Cc cng ty c th b pht n 1 triu -la. Mt vi nc khc cng c lut chng hi l. Malaysia, hi l c th b pht t di hn. Lin X c, cc quan chc phm ti hoc nhn hi l c th b hnh quyt. Tuy nhin hu ht

cc nc m lut chng hi l ch trn giy th cc truyn thng lu i s thay th lut. Cc cng ty nc ngoi c s la chn cch thc ng x i vi li ngh, xem vic l bt hp php hay ch l mt tp qun a phng. Tht vy, mt s nn vn ha, nhng g m ngi ngoi xem l hi l tht s ch l mt tp qun a phng. Hnh ng nh th c th l du hiu ca nh hp tc kinh doanh, hoc c th tng trng cho lng bit n, tnh bn, hoc thm ch l s thi hnh mt ngha v. V d, Trung Phi, qu biu bng tin gi l zawadi thng c ngh v, theo truyn thng, c s dng biu th nim vinh hnh ca ngi biu. Ranh gii o c ca cc tp qun ca cc nc khng phi phng Ty c nh ngha bi cc lut, tp qun thng mi truyn thng, hoc chun mc x hi. Vic vi phm ty thuc nhiu vo cch hiu v cc quan nim kinh doanh thng thng c ti luyn bng hiu bit v truyn thng ca a phng. Nhng g m ngi M xem l hi l, n xin, hoc tng tin c th n gin ch l tp qun ca a phng v khng g khc ngoi s x giao vn ha hoc xy dng tnh hu ngh.21 Gio dc Nh v d v thc n tr em ch ra, gio dc ko theo s gia tng t l bit ch c nh hng ln n cc la chn dnh cho cc nh marketing quc t. Trong s cc yu t ca marketing hn hp th khuyn th b nh hng bi kha cnh vn ha ny nht. Chng hn nh n , ni m t l bit ch chim khong 33% v truyn hnh cng nh cc phng tin truyn thng i chng khc khng ph bin, th cc mc tiu qung co thng t c thng qua cc phng tin hnh nh ngoi tri (v d cc bng qung co v p phch trn cc con ng) v cc on qung co xen gia phim trong cc rp chiu bng. Tri li, qung co trn bo l ngnh qung co ln nht M. T chc x hi Tt c cc x hi u c mt cu trc giai tng x hi. Cc thnh vin c phn theo tng lp c cch c x ging nhau, c bit l khi so snh vi thnh vin ca tng lp x hi khc. So snh cc tng lp gia cc x hi l mt vic lm kh. Mt ngi tng lp trung lu ca Php v mt ngi tng lp trung lu ca c th khng c cng cc gi tr v s thch. Tuy nhin, nhng ngi cc tng lp cao trong hu ht cc x hi dng nh c s tng ng vi nhau hn l vi thnh vin ca cc tng lp khc trong x hi ca ring h. 22 iu th v l c th s c s chuyn dch ca m hnh ny do s ni ln ca gii tr ton cu vi nhiu gi tr v th hiu c chia s; chng ta tho lun v n lc ca Levi Strauss tranh th th trng mi ny Chng 2. c tnh d bin i ca x hi, hay s chuyn i t tng lp x hi ny sang tng lp khc, cng c s khc bit ng k t nn vn ha ny sang nn vn ha khc. n , cc gi tr vn ha truyn thng ca o Hindu buc ngi ta phi chp nhn a v x hi ca h, t nht l ht kip sng ny. M th ngc li, cc gi tr ca o C c-Do thi khuyn khch ngi ta c gng t c a v x hi cao hn kip ny. Tuy nhin ngi ta t khi hon ton thnh thc v tng lp x hi v/hoc khng phi lun nhn nhn quan nim ny l ng. S chuyn i tng lp x hi M c th b hn ch hn ngi ta vn ngh, mt im m chng ta s cp n Chng 6. Trong khi , s chuyn i tng lp x hi n ang gia tng. Thnh vin ca cc tng lp trung v thng lu c kh nng s dng cc sn phm nhp khu hn l thnh vin ca cc tng lp thp hn. iu ny lm cho cc nuc c dn s tng lp thp chim t trng nhiu, chng hn nh Chile, km sc ht i vi cc nh marketing quc t hn cc nc c tng lp trung v thng lu chim t l cao, chng hn nh Thy in. Mi trng k thut Trnh k thut ca mt quc gia nh hng trc tip n vic phn loi cc sn phm v dch v m mt nh marketing c th bn c . Chng hn nh, vic bn cc my tnh ln (mainframe) Trung Quc hu nh b

hn ch do cc to nh y khng c lm gim nhit d xung mc thch hp. Trong khi n , con tru nc vn l cng c chnh ca vic ng ng. R rng l trnh k thut thnh hnh cc nn vn ha ny th li thiu cc nn vn ha khc, v tin b k thut th khng ng u gia cc nn vn ha khc nhau. Thm ch ngha ca k thut cng c s khc nhau gia quc gia ny vi quc gia khc. C quan pht trin quc t ca M (U.S Agency for International Development AID), t chc tr gip cc quc gia pht trin kinh t, c ln ti tr my ko nh cho cc nng dn ca mt nc M Latin. Khi i din ca AID tr li mt nm sau , h pht hin rng cc my ko khng cn c s dng - du khng c thay, cc thit b iu chnh khng hot ng, v vn vn. Cc nng dn cha bao gi nghe ni n bo tr ngn nga hng hc v rt ngc nhin khi thy my ko ngng hot ng. (Giai thoi ny cho thy trch nhim ca cc nhn vin AID cng nhiu nh nhng nng dn M Lantin.) Mi trng php l v chnh tr Xuyn sut chng ny chng ta tho lun v cc v d v nhng khc bit trong mi trng chnh tr v php lut cc nuc khc nhau. Minh ha 3.2 m t nhng khc bit gia cc nc Ty u v quy nh i vi qung co. Hy hnh dung cc vn lin quan n vic pht trin mt chin dch qung co s p ng tt c cc yu cu ny v vn a ra thng ip mong i ngi tiu dng. Tuy nhin may mn thay, nhng quy nh nh th bt u c chun ha cng vi s hp nht EEC vo th trng chu u. D vy, cc lc a khc, nhng khc bit nh th vn cn. V l do ny m nhiu nh marketing thch lm vic thng qua cc chi nhnh a phng v/hoc cc cng ty qung co ton cu, chng hn nh nm cng ty ln nht sau ( Advertising Age, s ra ngy 21/4/1997, trang 514): Hng 1 2 3 4 5 Tn cng ty WPP Group Omnicom Group Interpublic Group Dentsu Young & Rubicam Tr s chnh London New York New York Tokyo New York

Cc chnh ph thng ngn chn u t ca cc cng ty nc ngoi. Nhiu quc gia km pht trin xem vic u t ny l s bc lt, bi v li nhun thu c khng li nc s ti. Tuy nhin nhiu nc c mc n nc ngoi cao thay i cc chnh sch ca h v ang y mnh vic thu ht u t nc ngoi. Vic chuyn li nhun v nc t nc ngoi cng b hn ch mt s nc. vt qua nhng tr ngi ny, mt chin lc gi l nh gi chuyn nhng i khi c s dng. V d, iu ny c th xy ra khi mt cng ty Thy S c cng ty con Argentina m ch c php chuyn mt khon li nhun nht nh v cng ty m mi nm. V th`cng ty Thy S ny c th bt cng ty con phi chu 125 -la cho mt sn phm thng c nh gi 100 -la. Kt qu ca cch lm ny l chuyn 25 -la li nhun di ra t cng ty con sang cng ty m. MINH HA 3.2 Cc quy nh v qung co thi k tin hp nht chu u v EEC Cc quy nh chung Qung co Qung co Tn nc so snh cho tr em c Cm Ty i vi tivi v radio Hn ch i vi cc sn phm c bit Cht dng lm thuc Ru bia Thuc l hoc thuc Ty c gii hn Cm i vi tivi Cm trn tt c phng theo ngnh v radio tin

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Cm so snh trc Khng chiu cnh tip; so snh gin tr em ang n tip c chp nhn nu c chng minh H Lan c chp nhn Ty c gii hn nu vic so snh l cng bng v chi tit Thy in B cm nu c tnh Cm chiu cnh tr cht ph bng em gp nguy him Thy S Anh

Gii hn qung co Cm trn tt c Cn c bn sao giy trn tivi phng tin php

Ty c gii hn trn tivi v radio

Ty c gii hn Khng c trn tivi v radio

Ty kim sot i Cm trn tt c Cm qung co thuc vi qung co ru cc phng tin theo toa vang v ru mnh Khng c Khng c Cm trn tt c cc Cm trn tt c Cm trn tt c cc phng tin cc phng tin phng tin B cm nu c tnh Ty theo cc quy Khng chiu phim Cm qung co Ty c kim sot cht ph bng tc bo v tr em qung co trc 9 gi thuc l trn tivi ti v radio

Ngun: phng theo Courtland L. Bovee v William F. Arens, Qung co ng i, ti bn ln 3, NXB Richard D. Irwin, Homewood, Illinois, 1988 i khi tht kh xc nh lut ca nc no iu chnh mt hp ng quc t; khng c quy tc hay lut quc t trong lnh vc ny. V th hu ht cc hp ng thng mi quc t u c mt iu khon php l quy nh cc lut no s c p dng nu xy ra tranh chp. Mt li khuyn thng c trch dn gii quyt cc tranh chp l thng lng, phn x, kin; c ngha l c gng gii quyt tranh chp m khng phi nh n ta n nu nh c th, bi v vic t tng cho mt tranh chp quc t thm ch cn tn nhiu thi gian v chi ph hn tranh chp trong nc. Cc vn chnh tr l iu quan trng khc m cc nh marketing quc t quan tm. Chng hn nh th ch chnh tr ca Hong Kong hon ton thay i vo nm 1997 khi c chuyn tr cho Trung Quc t tay ngi Anh. Mc d mt s cng ty ln c v nh xem s chuyn i chnh tr ny l mt c hi thm nhp su hn vo th trng Trung Quc, nhng h cng lo s nguy c b quc hu ha hoc sung cng. Quc hu ha xy ra khi chnh ph nm quyn s hu hoc qun l mt t chc kinh doanh. Sung cng l hnh ng cc oan hn khi nc s ti ph nhn quyn tham gia kinh doanh ca mt cng ty nc ngoi v chim gi ti sn ca cng ty ny. Khi cc m v nh my sn xut ng M Latin b sung cng vo thp nin 1970, cc cng ty c s hu nc ngoi mt hng triu -la ti sn. Tch thu l mt s sung cng khng c n b. Mi trng a l Cc sn phm i khi cn phi c iu chnh ph hp vi nhng khc bit v a hnh v kh hu. Lesotho, mt quc gia min ni nh pha nam chu Phi, ng cc n sng c bn trong bao ch khng phi trong hp. Bi v cc sn phm c a n Lesotho qua cc con ng gh gh, khng lt , cho nn cc hp c kh nng b v trong qu trnh vn chuyn. Ng cc ng trong bao c th n ni mt cch an ton. Tng t, Quaker Oats s dng cc lon chn khng c bit bo v cc sn phm ng cc ca h cc nc c kh hu nng v m t. Cc xe cn c trang b b sung cc my lc kh v cc khp ly hp c bit khi di chuyn Trung ng v phi bng qua cc sa mc. Ti nguyn thin nhin l yu t chnh i vi tim nng sn xut ca mt quc gia. Nc M c nhiu khong

sn, sng ngi thch hp cho tu b i li, v mt kh hu a dng. V th h c th sn xut nhiu loi sn phm khc nhau v phn phi chng mt cch hiu qu. iu ny cho php ngi M t c mc sng cao m khng da vo xut nhp khu. Khc vi M, Nht Bn phi i mt vi vic thiu ti nguyn v buc phi nh vo xut nhp khu tn ti c lu v phng din kinh t. (Cn tip)