Cc yu t chnh tr V i chnh tr nh hng ln ti nhng quy nh ca php lut trong kinh doanh v sc mua ca khch hng v cc doanh nghip

khc. Bn phi xem xt cc vn nh: 1. Mc n nh ca mi trng chnh tr nh th no? 2. Liu chnh sch ca Chnh ph c nh hng ti h thng php lut v cc quy nh v hot ng kinh doanh v thu hay khng? 3. Chnh ph c nh hng th no trong chnh sch marketing? 4. Chnh sch ca Chnh ph vi nn kinh t t nc nh th no? 5. Chnh ph c nhng nh gi, nhn nhn v vn ho v tn gio nh th no? 6. Chnh ph c tham gia cc hip nh thng mi nh EU, NAFTA, ASEAN hay nhng hip nh khc khng? Cc yu t kinh t Cc marketer cn phi bit nh gi tnh trng nn kinh t thng mi trong thi gian trc mt v lu di. iu ny c bit ng khi lp k hoch marketing quc t. Bn cn phi xem xt cc yu t kinh t nh: 1. T l li sut. 2. T l lm pht v tht nghip tnh theo u ngi. 3. Trin vng GDP di hn tnh trn u ngi v mt s yu t khc. Cc yu t vn ho x hi Ti mi nc mc nh hng ti hot ng kinh doanh ca cc yu t vn ho v x hi cng khc nhau. Nhng cc yu t ny cng rt cn c xem xt, bao gm: 1. Tn gio chnh trong nc l g? 2. Quan im ca ngi dn i vi cc sn phm v dch v ngoi nhp.? 3. Ngn ng c nh hng ti mc ph bin sn phm trn th trng khng? 4. Ngi tiu dng c bao nhiu thi gian nhn ri? 5. Vai tr ca ph n v nam gii trong x hi l g?

6. Tui th trung bnh ca dn s? Th h nhng ngi gi c giu c khng? 7. Ngi dn c quan im th no v vn bo v mi trng? Cc yu t cng ngh Cng ngh l yu t cc k quan trng i vi li th cnh tranh ca mt doanh nghip, n l ng lc chnh trong ton cu ho. Hy xem xt nhng im sau: 1. Cng ngh c cho php cc sn phm v dch v c sn xut vi gi r hn v tiu chun cht lng cao hn khng? 2. Cng ngh c cung cp cho ngi tiu dng v doanh nghip cc sn phm v dch v mi hn nh hot ng ngn hng trc tuyn, in thoi di ng th h mi...vv? 3. Cng ngh mi thay i vic phn phi sn phm nh th no v d nh bn sch, v my bay hoc u gi qua Internet? 4. Cng ngh c mang li cho cc doanh nghip cch giao tip mi vi ngi tiu dng v d nh biu ng qung co trn Internet (banner), Qun l quan h khch hng (CRM) ...vv ?./. M hnh P.E.S.T hin nay c m rng thnh cc ma trn P.E.S.L.T ( Bao gm yu t Legal - php lut ) v S.T.E.E.P.L.E ( Socical/Demographic-Nhn khu hc, Techonogical, Economics,Envirnomental,Policy, Legal, Ethical- o c ) v cng ngy cng hon thin tr thnh mt chun mc khng th thiu khi nghin cu mi trng bn ngoi ca doanh nghip. STEEPLE l version mi ca PEST. Nu ni PEST l external factors ch yu nh hng n market vo nhng nm 90s th n nhng nm gn y, nhu cu ca ngi tiu dng b nh hng bi nhng yu t cp cao hn v STEPPLE ra i hon thin analysis method. Do c s trng khp vi mt s factors t PEST nn mnh ch ni thm nhng yu t mi m thi: -Ethic: l yu t nhn o. Trc y ngi tiu dng khng ch trng nhiu v yu t ny, h ch quan tm v gi c v cht lng m thi. Nhng th gii pht trin nhng ch thuyt nhn o ra i nng cao i sng tm linh mi ngi. iu ny bng n cc nc pht trin, c th l Chu u v M quc. th trng ny, ngi tiu dng khng ch quan tm n cc thnh phn trong sn phm khng gy hi n sc khe v x hi. M h cn quan tm c bit n ngun gc ca sn phm. Sn phm m ethic l sn phm khng c s dng children, disable, elders. Cn nh vo nhng nm 90s, Unilever b kin do s dng lao ng tr em n . Cn Starbuck Chu u c market rt ln v gy rt nhiu thin cm cho ngi tiu dng do to ra vic lm cho nhng ngi dn Chu Phi bng vic trng n in caf ni ny, hn na Starbuck cn h tr cho chin dch chng HIV Chu Phi. T chc Cancer Research UK th lm cng vic t thin, mi sn phm

ca Cancer Research bn ra s c trch mt phn trong gi tr quyn gp cho qu. -Legal: y l yu t c chp nhn rt rng ri trong bt k quc gia v tp on no.Nn nh mi quc gia c mt sc lnh bo v quyn sng ch m da trn nhng tiu chun khc nhau. Ngay c vic legalize mt organisation no trn mi quc gia l khc nhau. Do , vic nghin cu legal l important step trong vic set up mt organisation hay mt sn phm no trn mt quc gia v th trng mi. Nh khng lm th Unilever khi bc vo set up VN vo 1995 cng gp trc trc v qu trnh legalize v n tn nm 1997 mi thnh lp chnh thc. -Economic: phn tch PEST, yu t ny c cho l 1 trong nhng yu t thuc v Social factors. Nhng v sau, economical factor c tch ring xem xt, iu c ngha economical analysis rt phc tp v nh hng trc tip n organisation hay product launch campaign. Economic c xem xt trn phng din chnh sch kinh t ca quc gia: monetary, fiscal policy; t l tht nghip; inflation; economic growth, GDP, GNP...Nhng yu t thuc v macroeconomic trc tip nh hng n s u t ca mt organisation vo mt t nc, cng nh mt sn phm no vo th trng. T l tht nghip cao ca mt nc s lm gim sc mua i vi sn phm xa x, inflation ca mt nc s nh hng n gi tr ca sn phm. Inflation l 1 trong nhng yu t tiu biu trong vic nh gi ca Mc Donald trn th trng th gii. Gi ca mt Big Mac meal c c gi khc hon ton vi Php. Ngay c yu t Environment cng c cht khc bit. Environment cn c xem l eco-environment tc ci environment ny khng phi ch thuc phm tr quc gia, local v around organisation. N cn mang ngha global, bo v environment chung ca th gii. Ly v d t Unilever, t chc ny c 2 sn phm chnh l Food&Beverages v Home &Personal Care. Dng sn phm Food&Beverages c ch trng v vn eco-environment kh cao, bng chng l vc nh bt c lm c hp phi c khoanh vng, c phi l nhng con mature v khng phi nhng con ang pregnancy.