NI DUNG N TP MARKETING CN BN Nhm 2 hc k III Nm hc 2012-2013

thi cui k gm 2 phn: - Phn trc nghim: tng 4,5 im 15 cu: Khng gii hn n tp - Phn t lun: tng 5,5 im 3 cu. Sinh vin n tp theo ni dung di y Chng 1: Bn cht ca marketing - Khi nim v trao i, gi tr dnh cho khch hng, s hi lng, sn phm, th trng. - Cc quan im qun tr Chng 2: H thng thng tin marketing - Khi qut 5 bc ca qu trnh nghin cu marketing - Trnh by s lc bc lp k hoch trong qu trnh nghin cu marketing Chng 3: Mi trng marketing - Mi trng marketing vi m: i th cnh tranh, Cng chng, Khch hng - Mi trng marketing v m: Mi trng nhn khu, Kinh t, Chnh tr - lut php v vn ho Chng 4: Phn on th trng, Chn th trng mc tiu v nh v th trng - Phn on th trng: Khi nim, Cc tiu thc phn on th trng - Chn th trng mc tiu: Khi nim, Tiu ch nh gi cc on th trng v Cc chin lc chn th trng mc tiu - nh v th trng: khi nim, S cn thit, Tin trnh nh v v vai tr ca chin lc nh v i vi cc P khc trong marketing mix Chng 5: Cc quyt nh v sn phm - Nhn hiu: Khi nim, Cc b phn cu thnh, Vai tr v cc nguyn tc t tn nhn hiu - Chu k sng sn phm: Cc giai on, chin lc marketing cho tng giai on Chng 6: Cc quyt nh v gi - Cc nhn t nh hng n quyt nh v gi: nhn t bn trong v nhn t bn ngoi doanh nghip - Cc chin lc gi cho sn phm mi Chng 7: Cc quyt nh phn phi - Khi nim v vai tr ca knh phn phi

Cc yu t nh hng ti chiu di knh ( Cn c la chn knh ) Chng 8: Cc quyt nh v xc tin hn hp - Cc nhm cng c ch yu: khi nim, c im, v d cho tng nhm - Qu trnh xy dng chng trnh xc tin hn hp - Nhng yu t nh hng n la chn hn hp cng c xc tin: Giai on ca chu k sng, chin lc ko hay y