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BI 1
NHP MN QUN TR
MARKETING
Mc tiu
2
- Hiu bn cht ca hot ng Qun tr Marketing
trong doanh nghip.
- Hiu cc bc ca mt qui trnh qun tr Marketing
cn thc hin trong thc t.
- Bit cch lp k hoch Marketing.
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Ni dung
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1. Bn cht Marketing
2. Qui trnh qun tr Marketing
3. Qui trnh lp k hoch Marketing
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Mc tiu hot ng Marketing:
Tha mn khch hng (hi lng, trung thnh, li ko).
Chin thng trong cnh tranh trn th trng.
Li nhun lu di.
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V- P
P- C
C C
P
V
V: Gi tr dnh cho khch hng
P: Gi c
C: Chi ph SX
V- P: Li ch khch hng
P- C: Li nhun bin
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More than Selling and Advertising
All Those
Bicycles!

1. Bn cht Marketing
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Analyze Needs
Predict Wants
Estimate Demand
Predict When
Determine Where
Estimate Price
Decide Promotion
Estimate Competition
Provide Service
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Needs
Wants
Demands
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1. Bn cht Marketing
Needs: basic human requirements
Wants: direct to a specific objects
Demands: for specific products
backed by an ability to pay
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1. Bn cht Marketing
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Kt lun: Nguyn nhn su xa Marketing ra
i v pht trin l gii quyt cc mu thun
ca nn SXHH v nguyn nhn trc tip l gii
quyt nhng kh khn phc tp trong qu trnh
tiu th hng ha.

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1. Bn cht Marketing
Marketing l qu trnh qun tr nhm nhn bit,
d on v p ng nhng yu cu ca khch
hng mt cch hiu qu v c li.
(UK chartered I nstitute of Marketing)
Marketing l tin trnh qua c nhn v t chc
c th tha mn c nhu cu v mong mun
thng qua vic sng to, trao i sn phm v gi
tr gia cc bn.
(Philip Kotler - Principle of Marketing, 2007)
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1. Bn cht Marketing
Mt s khi nim m rng Marketing:
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Source:
Constructed from
Susan P. Douglas
and C. Samuel
Craig (1985); Balai
S. Chakravarthy
and Howard V.
Perlmutter (1985).
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Source: Constructed from Susan P. Douglas and C. Samuel Craig (1985); Balai
S. Chakravarthy and Howard V. Perlmutter (1985).
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Khi nim qun tr Marketing: l s phn tch,
k hoch ha, thc hin v iu khin cc chin
lc v chng trnh Marketing nhm thc hin
cc trao i mong mun vi th trng mc tiu
t c cc mc tiu ca doanh nghip.
(Trng nh Chin (2011), Qun tr Marketing, NXB HKTQD, 23-24)
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19
(B1) R --> (B2) S.T.P Strategy --> (B3) M.M
Strategies/ Tactics --> (B4) I --> (B5) C
R: Research
S: Segmentation
T: Targeting
P: Positioning
MM: Marketing mix (4P/ 3P/ 12P)
I: Implementation
C: Controlling
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Jerome Mc Cathy (1964): 4P
Product/ Price/ Place/ Promotion.
Anne L. Borden (1965): 12P
Product/ Pricing/ Branding/ Channels of distribution/
Personal selling/ Advertising/ Sales Promotion/
Packaging/ Display/ Servicing/ Physical handling/ Fact
finding & analysis.
Bernard H. Blooms & Mary J. Bitner (1984):
Extended Marketing Mix in Service field
Adding: People/ Physical Evidence/ Process.
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Marketing Mix
Sn phm
Gi c
Phn phi
Chiu th
Qung co
Khuyn
mi
BHTT
Marketing
TT
QHCC
Hp bo TCBC
S kin/
SP mi
T thin/
Ti tr
CSR
GQKH
nh gi
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2002 Pearson Education Canada Inc.
Target
Consumers
Product
Place Price
Promotion
Competitors
Marketing
Channels
Publics Suppliers
Technological-
natural
environment
Political-
legal
environment
Social-
cultural
environment
Demographic-
economic
environment
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2002 Pearson Education Canada Inc.
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2. Qui trnh qun tr Marketing
Minh ha: Vn ti American Express
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Gi thuyt: Ch th tn
dng nhy cm v gi
Chin lc: nh gi cho
th mi kh thp
Chin thut: Mc li sut
13,5% so vi 15% ca TCT;
Tn th Optima
Phn hi: Doanh s
bn hng thp
Phn tch: Gi nh v
gi sai; C vn v
chin thut
Hnh ng: Nghin
cu th trng
S dng hoc
iu chnh gi
thuyt
Ngun: Charles D. Schewe & Alexander Hiam (2007), trang 45
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c im qun tr Marketing:
L qu trnh gm cc giai on k tip nhau lin tc.
L qu trnh hot ng qun tr theo mc tiu.
L qu trnh qun tr khch hng v nhu cu th trng.
L qu trnh bao trm tt c cc quan h ca doanh
nghip vi cc i tc.
L qu trnh qun tr bao gm mt tp hp cc hot
ng chc nng khc ca doanh nghip.
Qun tr Marketing i hi phi c i ng nhn lc
chuyn nghip v b my hp l.
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Nhim v ch yu ca qun tr Marketing:
Xy dng, qun l v khai thc M.I.S
NCTT phc v cc quyt nh Marketing.
Xy dng cc chin lc v k hoch Marketing.
T chc thc hin, iu chnh cc bin php Marketing.
Gim st v kim tra tnh hnh thc hin chin lc.
Xy dng ngn sch v xut s dng ngn sch.
m bo s phi hp vi cc b phn chc nng khc.
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Marketers frequently asked questions:
1. How can we spot and choose the right market
segment(s)?
2. How can we differentiate our offerings?
3. How should we respond to customers who buy on price?
4. How can we compete against lower-cost, lower-price
competitors?
5. How far can we go in customizing our offering for each
customer?
6. How can we grow our business?
7. How can we build stronger brands?
8. How can we reduce the cost of customer acquisition?


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Marketers frequently asked questions:
9. How can we keep our customers loyal longer?
10. How can we tell which customers are more important?
11. How can we measure the payback from advertising,
sales promotion, and public relations?
12. How can we improve sales force productivity?
13. How can we establish multiple channels and yet manage
channel conflict?
14. How can we get the other company departments to be
more customer-oriented?


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Lp K hoch Marketing:
L mt k hoch chc nng, l cng c iu hnh hot
ng Marketing ca doanh nghip.
Lp k hoch l giai on u tin ca qu trnh qun tr
Marketing ca doanh nghip.
K hoch Marketing c th c xy dng cho cc i
tng khc nhau: sn phm, thng hiu, th trng
Trng nh Chin (2011), 61-79.
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CC CHIN LC MARKETING
MC TIU MARKETING
TH TRNG/ KHCH HNG MC TIU
PHN TCH SWOT/ PEST
TNG QUAN TH TRNG
K HOCH HNH NG/ NGN SCH
KIM TRA/ NH GI K HOCH MARKETING
M

t

k

h
o

c
h

k
i

u

m

u

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KT THC!