1

Th.S. DINH TIEN MINH 1

CHNG 1: NHAP MON MARKETING
(Marketing introduction)
1. S ra i va qua trnh phat trie n cua marketing
2. Cac khai niem marketing va ban chat cua no
3. Vai tro va chc nang cua marketing
4. Marketing van dung trong doanh nghiep
5. Phan loai marketing
6. Trac nghiem kiem tra va thc hanh
Th.S. DINH TIEN MINH 2
Theo Anh (Ch), ngi lam
marketing la lam g ?
2
Th.S. DINH TIEN MINH 3
Theo Anh (Ch), ngi ban
hang khac ngi lam
marketing nhng iem
nao ?
Th.S. DINH TIEN MINH 4
Hay tra li ung hay Sai cho cac
cau di ay:
1. Xet cho cung, ket qua ban hang
c quyet nh bi cach ngh
chu khong phai cach lam?
2. Tinh than ong oi ong vai tro
quan trong nhat trong hoat
ong ban hang ?
3
Th.S. DINH TIEN MINH 5
1.1. S ra i cua marketing
SXHH ra i keo theo s ra i va phat
trien cua th trng.
Th trng xuat hien nhieu moi quan he
kinh te, trong o:
Quan he gia ngi ban vi ngi mua.
Quan he gia ngi ban vi ngi ban.
Ca hai eu la nhng moi quan he mau
thuan.
Th.S. DINH TIEN MINH 6
e ton tai va phat trien, cac doanh nghiep
tm cach giai quyet mau thuan o:
Ton trong khach hang:
Ban nhng th KH can
KH khong mua th vui ve nhan lai
Phai bie t KH muon g
Thc hien ban hang kem qua tang.
Ap dung nhieu sang kien trong giao tiep
va theo doi khach hang, ban hang.
4
Th.S. DINH TIEN MINH 7
Nguyen nhan sau xa e marketing ra i
va phat trien la e giai quyet cac mau thuan
cua nen SXHH va nguyen nhan trc tiep la
e giai quyet nhng kho khan phc tap trong
qua trnh tieu thu h/hoa.
Ket luan:
Th.S. DINH TIEN MINH 8
Marketing bat nguon t thuat ng tieng Anh,
c giang day au tien vao nam 1902 tai My.
en nhng nam 50-60, marketing c lan
truyen sang cac nc Tay Au va Nhat Ban.
Nam 1968, bo mon marketing au tien c
thanh lap tai Graj (Ao).
Nam 1969 tai c.
5
Th.S. DINH TIEN MINH 9
Giai oan t khi ra i en trc CTTG II:
Marketing co ien hay truyen thong. No ch
gii han trong lnh vc thng mai.
Giai oan t sau CTTG II: Marketing hien
ai. S phat trien cua KHKT lam cho SXHH
phat trien nhanh HH d tha Canh tranh
gay gat, ngi tieu dung cung kho tnh hn
Ap dung nhieu bien phap.
Nh marketing phat trien ma lan sang cac
lnh vc khac nh CT, VH, XH, ton giao...
Th.S. DINH TIEN MINH 10
Giai oan hng theo san xuat (Production-
Orientation Stage).
Giai oan hng theo san pham (Product-
Orientation Stage).
Giai oan hng theo ban hang (Sales-
Orientation Stage).
Giai oan hng theo Marketing
(Marketing-Orientation Stage).
Marketing xa hoi (The Societal Marketing
Concept)
Qua trnh phat trien cua marketing
6
Th.S. DINH TIEN MINH 11
Ba ng 1.1: Ca c giai oa n pha t trie n cu a Marketing
Huo ng
Murketng
Tu p trung Nhu ng du c trung vu
mu c dIch
Sa n xua f Cho fao Tang san Iuong.
KIom soaf va gIam chI ph.
Thu IoI nhuan qua ban
ha ng.
Sa n pham Hang hoa Chu frong chaf Iuong.
CaI fIo n san pham, nang
cao chaf Iuo ng.
Tao IoI nhuan qua ban
ha ng.
a n hang a n nhung san
pham da san
xua f ra
You cau cua
nguoI ba n
Xuc fIon va ban hang fch
cuc.
Thu IoI nhuan nho quay
vong von nhanh va muc
ba n cao.
MarkofIng Xac djnh nhung
dIo u khach hang
mong muon
You cau cua
nguoI mua
MarkofIng IIon kof cac
hoaf do ng.
jnh ro nhu cau fruoc khI
san xua f.
Io I nhuan fhu duoc fhong
qua su fho a man va frung
fhanh cua khach hang.
Xa hoI You cau cua
kha ch hang
Io I ch cong do ng
Can doI nhu ca u khach
ha ng, kha nang cong fy, va
IoI ch Iau da I cua xa hoI.
Th.S. DINH TIEN MINH 12
1.2. Cac khai niem khac nhau ve marketing
Mot so thuat ng:
Nhu cau c ban (Needs)
Mong muon (Wants)
So cau (Demands)
San pham (Product)
Trao oi (Exchange)
Th trng (Market)
Khach hang (Customer)
Ngi tieu dung (Consumer)
7
Th.S. DINH TIEN MINH 13
Mot so khai niem:
Marketing la qua trnh quan tr nham
nhan biet, d oan va ap ng nhng yeu cau
cua KH mot cach hieu qua va co li (UK
chartered Institute of Marketing).
Marketing la toan bo he thong cac hoat
ong kinh doanh t viec thiet ke, nh gia,
khuyen mai en phan phoi nhng san pham
thoa man nhu cau cua th trng muc tieu
nham at c nhng muc tieu a nh
(Fundamental of marketing - Bruce J.W. William, Michel J.Etzel).
Th.S. DINH TIEN MINH 14
Marketing la tien trnh ke hoach va thc
hien s sang tao, nh gia, xuc tien va phan
phoi nhng y tng, hang hoa va dch vu e
tao ra s trao oi va thoa man nhng muc tieu
ca nhan va to chc (AMA - American Marketing
Association, 1985).
Marketing la tien trnh qua o ca nhan va
to chc co the at c nhu cau va mong muon
thong qua vie c sang tao va trao oi sa n pham
va gia tr gia cac ben (Philip Kotler - Principle of
Marketing, 1994).
8
Th.S. DINH TIEN MINH 15
Khai niem marketing cung c the hien qua
rat nhieu hnh thc nh:
ap ng nhu cau mot cach co li nhat.
Hay tm kiem nhu cau va tm cach thoa man no.
Hay yeu men khach hang ch khong phai sp.
You come first (Nissan)
We do it all for you (Toyota)
Luon luon lang nghe, luon luon thau hieu
(Prudential) S
o
u
r
c
e
:

M
a
r
k
e
t
i
n
g

m
a
n
a
g
a
m
e
n
t

-
A
n

A
s
i
a
n

P
e
r
s
p
e
c
t
i
v
e

-
p
2
0
.
Th.S. DINH TIEN MINH 16
Needs, Wants
and Demands
Products:
Goods and
Services
Value, Cost
and
Satisfaction
Exchange,
Transactions,
Relationships
Markets
Marketing and
Marketers
Figure 1.1: The core concepts of Marketing
Source: Marketing managament - An Asian Perspective - p7, 14.
9
Th.S. DINH TIEN MINH 17
Phc tap
Kieu nhu cau
n gian
Nhu cau
c the hien
Nhu cau c knh
trong
Nhu cau ve mat XH:
vd: tham gia cac to chc
Nhu cau ve s an toan:
vd: sc khoe, hanh phuc
Nhu cau song c ban:
vd: oi, khat
Hnh 1.2: Tha p nhu cau Maslow (1943)
Nguon: Understanding marketing - Mark Davies - p4.
Th.S. DINH TIEN MINH 18
1. Negative demand --> Analyze why the market
dislikes the product and whether a marketing program
consisting of product redesign, lower price, more
positive promotion (Ex: vaccination, dental works).
2. No demand-->Find way to connect the benefits of
the product with the persons natural needs and
interests (Ex: farming methods).
3. Latent demand-->Mesure the size of the potential
market and develop effective goods ans services
(Cigarette, safer neighborhoods).
S
o
u
r
c
e
:

M
a
r
k
e
t
i
n
g

m
a
n
a
g
a
m
e
n
t

-
A
n

A
s
i
a
n

P
e
r
s
p
e
c
t
i
v
e

-
p
1
6
.
DEMAND STATES AND MARKETING TASKS:
10
Th.S. DINH TIEN MINH 19
4. Declining demand-->Analyze the cause of market
decline and determine whether demand can be
restimulated by finding new target market, changing
the products features, or developing more effective
communication (Wall ice cream).
5. Irregular demand -->synchromarketing - find way
to alter the same pattern of demand through flexible
pricing, promotion and other incentives (demand
varies on a seasonal, daily or even hourly basic).
6. Full demand --> Maintain the current level of
demand in the face of changing consumer preferences
and increasing competition.
S
o
u
r
c
e
:

M
a
r
k
e
t
i
n
g

m
a
n
a
g
a
m
e
n
t

-
A
n

A
s
i
a
n

P
e
r
s
p
e
c
t
i
v
e

-
p
1
6
.
Th.S. DINH TIEN MINH 20
7. Overfull demand-->Demarketing - finding
way to reduce the demand temporarily or
permanently - Seek to discourage overall
demand by raising price, reducing promotion
and service (peak tourist seasons).
8. Unwholesome demand(khong lanh manh)--
>to get people who like something to give it
up, using such tools as fear communication,
price hikes and reduced availability (alcohol,
hard drug or X-rated movies).
S
o
u
r
c
e
:

M
a
r
k
e
t
i
n
g

m
a
n
a
g
a
m
e
n
t

-
A
n

A
s
i
a
n

P
e
r
s
p
e
c
t
i
v
e

-
p
1
6
.
11
Th.S. DINH TIEN MINH 21
Four ways to obtain product: Self-production,
Coercion, Begging and Exchange.
Five conditions must be satisfied for exchange
to take place:
1.There are at least two parties.
2.Each party has something that might be of
value to the other party.
3.Each party is capable of communication and
delivery.
4.Each party is free to accept or reject the offer.
5.Each party belives it is approciate or desirable
to deal with the other party.
S
o
u
r
c
e
:

M
a
r
k
e
t
i
n
g

m
a
n
a
g
a
m
e
n
t

-
A
n

A
s
i
a
n

P
e
r
s
p
e
c
t
i
v
e

-
p
8

-
p
1
4
.
Th.S. DINH TIEN MINH 22
Exchange must be seen as a process rather
than as a event. Two parties are said to be
engaged in exchange if they are negociating
and moving toward an agreement. If an
agreement is reached, we say that a transaction
takes place.
If one party is more actively seeking an
exchange than the other party, we call he first
party is marketer ans the second the prospect.
S
o
u
r
c
e
:

M
a
r
k
e
t
i
n
g

m
a
n
a
g
a
m
e
n
t

-
A
n

A
s
i
a
n

P
e
r
s
p
e
c
t
i
v
e

-
p
8

-
p
1
4
.
12
Th.S. DINH TIEN MINH 23
Ban chat marketing
Marketing la mot tien trnh quan tr.
Toan bo cac hoat ong Marketing phai c
hng theo khach hang.
Marketing thoa man nhu cau cua khach
hang mot cach hieu qua va co li.
Noi dung cua hoat ong Marketing bao gom
thiet ke, nh gia, xuc tien, va phan phoi
nhng y tng, hang hoa va dch vu.
Th.S. DINH TIEN MINH 24
Theodore Levitt a ra nhng khac biet ve
nhan thc gia khai niem ban hang va khai
niem marketing nh sau:
Ban hang tap trung vao nhu cau cua ngi
ban, trong khi marketing tap trung vao nhu cau
cua ngi mua.
Ban hang ch lo ban nhng th ma mnh co,
trong khi marketing vi muc tieu thoa man mot
cach tot nhat nhu cau cua khach hang bang
viec san xuat ra nhng san pham tng ng.
Nguon: Marketing management - An Asian Perspective - p20.
13
Th.S. DINH TIEN MINH 25
Source: Marketing managament - An Asian Perspective - p21.
KHI NGUON
Nha may San pham Ban hang &
khuyen mai
Li nhuan
thong qua D.So
(a) Khai niem ban hang
TRONG TAM CONG CU KET THUC
Th trng
muc tieu
Nhu cau
khach hang
Phoi thc
marketing
Li nhuan thong qua
thoa man nhu cau
khach hang
(b) Khai niem marketing
Th.S. DINH TIEN MINH 26
1.3. Vai tro marketing trong hoat ong DN
San xuat
Nhan s
Tai chnh
Marketing
Tai chnh
San xuat
Nhan s
Marketing
Tai chnh
San xuat
Nhan s
San xuat
Nhan s
Tai chnh
Marketing San xuat
Tai chnh
Marketing
Nhan s
Kha ch
hang
Marketing
Kha ch
hang
14
Th.S. DINH TIEN MINH 27
Muc tieu marketing trong hoat ong DN
Thoa man khach hang.
Chien thang trong canh tranh.
Li nhuan lau dai.
Hng theo
khach hang
Phoi hp cac
hoat ong
Marketing
Muc tieu
cua
to chc
S thoa man
cua khach
hang
S thanh cong
cua to chc
Khai niem Marketing
Th.S. DINH TIEN MINH 28
Chc nang marketing trong hoat ong DN
Phan tch moi trng va nghien cu Marketing.
La chon va a ra cach thc tham nhap th
trng mi.
Phan tch ngi tieu thu.
Hoach nh san pham.
Hoach nh phan phoi.
Hoach nh xuc tien.
Hoach nh gia.
Thc hien, kiem soat va anh gia Marketing.
15
Th.S. DINH TIEN MINH 29
(B1)R --> (B2)STP Strategy --> (B3)MM
Tactics --> (B4)I --> (B5)C
Bo phan Marketing cua cong ty
Kham pha
nhu cau khach
hang
Thoa man nhu cau khach hang
bang cach tm ung san pham,
gia, phan phoi va chieu th
Nhng y
niem ve nhu
cau
San pham
cu the
Th trng tiem nang
Th.S. DINH TIEN MINH 30
1.4. Marketing-mix
San pham (P1)
Chat lng
Hnh dang
ac iem
Nhan hie u
Bao b
Kch c
Dch vu
Gia ca (P2)
Cac m c gia
Giam gia
Chiet kha u
Thanh toan
Tn dung
Phan phoi (P3)
Loai kenh
Trung gian
Phan loai
Sap xep
D tr
Van chuye n.
Xuc tien (P4)
Quang cao
Khuyen mai
Quan he cong
chu ng
Ban hang ca nhan
Marketing tt
Marketing
mix
Th trng
muc tieu
16
Th.S. DINH TIEN MINH 31
San pham
Producf
oI hoI va mong muon cua
khach hang
Cusfomor noods and vanfs
CIa
PrIco
Phan phoI
PIaco
Xuc fIon
PromofIon
ChI ph doI voI khach hang
Cosf fo fho cusfomor
Thuan fIon
ConvonIonco
Thong daf
CommunIcafIon
4P 4C
Th.S. DINH TIEN MINH 32
1.5. Phan loai Marketing
Can c vao lnh vc hoat ong:
( 1) Marketing trong kinh doanh (Business Marketing)
nh Marketing cong nghiep, Marketing thng mai,
Marketing du lch, Marketing dch vu.
(2) Marketing phi kinh doanh (Non Business
Marketing) hay con goi la Marketing xa hoi (Social
Marketing). Hnh thc Marketing nay c ng dung
trong nhng lnh vc chnh tr, van hoa, y te, giao duc,
xa hoi
17
Th.S. DINH TIEN MINH 33
1.5. Phan loai Marketing (tt)
Can c vao qui mo, tam voc hoat ong:
Marketing vi mo va Marketing v mo.
Can c vao pham vi hoat ong: Marketing
trong nc va Marketing quoc te.
Can c vao khach hang: Marketing cho
NTD va Marketing cho to chc.
Can c vao hnh thai san pham: Marketing
cho san pham hu hnh va vo hnh.
Th.S. DINH TIEN MINH 34
1.6. Trac nghiem kiem tra va thc hanh
BAI TA P T KIEM TRA 1
Cau nao trong so nhng cau d i ay dien ta chnh xac nha t mo t DN
c xep vao nhom DN hng vao san pham, ba n hang hay khach
hang?
Mot san pha m to t se t tm c kha ch hang.
Neu kha ch hang b thuyet phuc mua mo t san pham, ho se thch san
pham o.
Xac nh kha ch hang muon g, ro i ban cho ho ca i ma ho muo n.
BAI TA P T KIEM TRA 2
Trong ca c cau di ay, cau nao dien ta ung chien l c hng ve
khach hang?
Chi ph nhieu vao QC va ban hang e kha ch hang mua san pham
cua mnh.
Thoa man khach hang bang cach SX ra san pham ma KH muon.
Xay dng chien lc ban hang lau da i ma khong quan ta m nhieu
t i vie c xa c nh ai se mua va tai sao ho la i mua.
Tap trung va o ca c san pha m san co va ta ng hieu qua SX.
18
Th.S. DINH TIEN MINH 35
BAI TAP THC HANH 1
Hang doc:
2. Ni ma tap trung ngi
ban va ngi mua (ngha
marketing)?
3. Cay viet la mot hu
hnh?
Hang ngang:
1. Tiep th ngha tieng
Anh?
4. Cai ma ngi lam tiep
th luon phai tm kiem
khach hang cua mnh?
5. Theodore a ra s trai
ngc trong nhan thc gia
marketing va ?
1 2
3
4
5
Th.S. DINH TIEN MINH 36
BAI TAP THC HANH 2
1. Ban hay t xem xet lai doanh nghiep cua
mnh thuoc loai nao trong 3 so cach tiep th
noi tren? Va hay liet ke ra nhng cong viec
cu the g ma doanh nghiep a thc hien?
19
Th.S. DINH TIEN MINH 37
CAU HOI ON TAP
1.Ban chat cua Marketing la g?
2.Marketing anh hng nh the nao en
ngi tieu thu, en doanh nghiep?
3.Quan tr nhu cau co phai la chc nang cua
Marketing khong? Tai sao?
4.Tai sao thoa man nhu cau la van e song
con cua cong ty?
5.Trnh bay cac li ch cua Marketing oi vi
doanh nghiep va oi vi ngi tieu dung.