1

V HNG PHNG
Email: vhphuong@ctu.edu.vn
0939532266

1
NI DUNG
2
TNG QUAN V MARKETING 1
NGHIN CU TH TRNG &
PHN TCH HNH VI NGI TIU DNG
2
CHIN LC SN PHM 3
CHIN LC GI 4
CHIN LC PHN PHI 5
CHIN LC CHIU TH 6
TI LIU THAM KHO
Marketing ng dng PGS.TS. Lu Thanh c Hi

Marketing cn bn GS-TS. H c Hng

Nhng nguyn l tip th Philip Kotler

3
Hnh thc thi
Kim tra gia k: 4 im
Thi cui k: 6 im (Trc nghim) 30 cu/30 pht
4
2
5
NI DUNG

1. S ra i v pht trin ca Marketing
2. Vai tr v chc nng ca Marketing trong thc tin
kinh doanh
3. Thnh phn ca Marketing hn hp
4. Ni dung c bn ca hot ng Marketing v h
thng Marketing
6
7
7
S ra i v pht trin ca Marketing
Ngun gc ra i
Do tin b KHKT cung cu hng ha ngy cng pht
trin mnh v phc tp
Cung: cnh tranh gay gt gia nhng nh sn xut
Cu: khch hng c quyn chn la hng ha theo nhu cu,
th hiu ca mnh
Th trng ngi bn tr thnh th trng ngi mua
Khch hng l thng Marketing ra i ????
Gip doanh nghip SX, tiu th, cnh tranh tt hn
Gip khch hng nm c thng tin v th trng v sn
phm chn la
8
Thp nhu cu ca Maslow
T
th hin
c tn trng
Nhu cu x hi
Nhu cu an ton
Nhu cu c bn
3
9
Trung Hoa c i:
- Khng bit ci th ng m ca hng kinh doanh
- Mua mt, cho mt
Qu trnh pht trin
10
Nht Bn:
Nm 1650, mt chuyn gia Nht Bn tn l Mitsui
lp ra ca hng bch ho u tin trn th gii vi
phng chm nh sau:
+ Sn sng chp nhn tr li tin, i li hng khi
KH mua v khng thch em tr li, i li.
+ Hy sn xut ra nhng sn phm m KH thch
+ Hy bn cho KH nhng sn phm m KH thch
Qu trnh pht trin
11
Hoa K:
Nm 1842, c mt thanh nin nu ra quy tc trong bn hng
nh sau:
- Khch hng rt thch c s vo sn phm v h ch
mua khi no h c s vo sn phm m thi.
- Vn by hng: Ci g cn bn th phi by nh
tht.





Qu trnh pht trin
12
Hoa k(tt):
- u th k XX, mt nh kinh doanh ni ting tn l Mc Shall
nu ln trit l sau:
Khch hng l lun lun hp l
- u nhng nm 60 ca th k XX, Mc Donalds pht trin trit
l kinh doanh ca Mc Shall thnh mt li cam kt vi KH th hin
qua 2 iu:
iu 1: Khch hng lun lun ng
iu 2: Nu khch hng sai, hy xem li iu 1.
Bi ging u tin v marketing xut hin Hoa K vo nm
1902 ti ging ng i hc tng hp Michigan. Sau nm 1945
n c truyn b sang Ty u v Nht Bn v ngy nay marketing
tr nn ph bin trn ton cu.
Qu trnh pht trin
4
13
Hai quan nim c bn v Marketing
Quan nim truyn thng (th ng)
Gm cc hot ng SXKD c lin quan n
vic hng dng sn phm t nh SX n
ngi tiu dng mt cch ti u.
Coi trng khu tiu thu.
Ch cung cp ci mnh c.
Marketing c sau qu trnh sn xut.
Th trng l th trng ca ngi bn.
14
Quan nim hin i (nng ng)
Phi bit thng ang cn g: What, How much,
Where, When?
L tp hp cc hot ng nhm:
Tm kim nhu cu cha c tha mn ca KH
T chc SX cc sn phm v dch v tha mn
Chnh sch gi, phn phi, chiu th ph hp c th kim
li nh d kin
im ct li:
Khch hng l mc tiu trng tm
Ch bn ci m khch hng cn, khng ch bn ci mnh c
Bit hng dn khch hng theo nhu cu x hi
Marketing phi c trc qu trnh sn xut
Th trng l th trng ca ngi mua
Nm 2011, nh vn Nm Lim (Trn Thanh Lim, Cn Th) hy vng
s thu hoch 100 cp da hu thi vng, giao hng v TP.HCM vo 28
tt, gi 7 triu ng mt cp. Ngun: http://sgtt.vn
5
17
Marketing l g ????
Marketing = tip cn th trng
Tm kim, xc nh nhu cu, th hiu
cha c tha mn
T chc sn xut, cung ng tha mn ti
a nhu cu khch hng
QUAN NIM TRUYN THNG




QUAN NIM HIN I




18
Sn xut SP
Marketing
Tiu th SP
Hoch nh
chin lc
T chc
sn xut
T chc
tiu th
Dch v
hu mi
Thm d phn ng
khch hng
iu chnh
chin lc
SO SNH QUAN IM BN HNG & MARKETING
19
Nh my Sn phm Bn hng & LN qua khi
khuyn mi lng tiu th
1. Quan im bn hng
im xut Tiu im Bin php Mc ch
pht
Th trng Nhu cu Marketing LN thng qua s
muc tiu KH hn hp tho mn ca KH
2. Quan im Marketing
Mi cu ph hp vi khu v ca c, khng phi ph hp
vi khu v ca ngi i cu
20
20
nh ngha ca Philip Kotler
Marketing l qu trnh qun l x hi thng qua s sng tao
ca c nhn v tp th thay i s tiu thu. L t do giao dch
trao i sn phm v cc gi tr khc, t bit c nhu cu
x hi
Marketing l mt hot ng mang tnh sng to
Marketing l hot ng trao i t nguyn
Marketing l hot ng nhm tha mn nhu cu con ngi
Marketing l mt qu trnh qun l
Marketing l mi dy lin kt gia x hi v cng ty, x nghip
6
21
21
Vai tr v chc nng ca Marketing
S cn thit ca hot ng Marketing
Gim bt s cch bit gia sn xut v tiu dng
Khc bit v khng gian
Khc bit v thi gian
Khc bit v thng tin
Khc bit v cch nh gi hng ha trong SX v tiu
dng
Khc bit v s lng hng ha mua v bn
Khc bit v mt hng cung ng v tiu dng
22
SX TC
L Mar
Mar
SX
TC
L
Mar
SX TC
L
C
Mar
SX TC
L
C
Mar
SX TC
L
Vai tr ca Marketing
Hng dn, ch o v phi hp cc hot ng sn xut kinh doanh.
22
23
23
Chc nng ca Marketing
Kho st th trng, phn tch nhu cu, d on trin
vng th trng trong tng lai
Kch thch ci tin SX thch nghi vi cc bin ng
thng xuyn ca th trng v khch hng
Tha mn ngy cng cao nhu cu khch hng
Tng cng hiu qu hot ng kinh doanh
24
24
Cc lnh vc ng dng ca Marketing
Theo quan im h thng
Macro Marketing: ng dng cho cc quc gia, khi lin
hip kinh t iu chnh s pht trin kinh t quc gia,
khu vc, hn ch khng hong, mang li hiu qu chung
cho c h thng.
Micro Marketing: ng dng cho tng cng ty, doanh
nghip ring l v li ch ca n v

Theo quan im lnh vc hot ng
Marketing kinh doanh: thng mi, cng nghip, nng
nghip, dch v, ngn hng
Marketing phi kinh doanh: cc lnh vc vn ha, x hi,
chnh tr, th thao, v sinh mi tr ng.
7
25
Cc phng php tip cn ca Marketing


Tp
trung
vo
i
th
Tp trung vo khch hng
C

Khng

C


Theo hng
sn phm

Theo hng
khch hng


Theo hng
i th


Theo hng
x hi
26
26
So snh cc phng php tip cn
Theo hng
sn phm

Theo hng
khch hng

Theo hng
i th

Theo hng
x hi

- Sn phm thit yu,
cu ln hn cung
- Cng ty c b quyt
cng ngh, c quyn
- SX i tr, khai thc
li th v quy m,
gim chi ph
- Bn hng thu tin,
tng li nhun hu
hnh, - Khng quan
tm n li ch ca
ngi tiu dung
- Ch quan tm n li
ch ca Cng ty - Hi
chng cn th trong
kinh doanh

- TT pht trin, cu
nh hn cung
- Xut pht t nhu cu
khch quan trn TT
- Hy yu khch hng
ch khng l SP
- Bn li ch SP cho
khch hng, mang li
li nhun v hnh
di hn
- Khng bn thi son
mi bn nim hy
vng cho phi p
- Pht trin th trng
mi m rng th
phn


- TBKT pht trin rt
mnh, SX tng trng
nhanh,cu nh hn
cung rt nhiu
- Cc TT ngch
bo ha, khng tm
c TT mi
- Cnh tranh rt gay
gt, rt d b o thi
- C ginh th phn
TT c vi i th
- Ci tin SP theo
chiu su: cht lng,
cng dng, hnh thc
tuyt ho, nhiu tnh
nng vt tri

- Bo ton v nng
cao phc li x hi
- Ch n yu t
mi trng v s
dng hiu qu ngun
ti nguyn
- Bit hng dn nhu
cu tiu dung theo
nhu cu x hi
- Ci tin sn xut,
hn ch s dng
nguyn liu qu him,
gy nhim
- Marketing v m
phi kinh doanh.
- o c trong KD

27
Marketing hn hp Marketing Mix
Marketing hn hp l g?
S phi hp cc hot ng
Sp xp cc thnh phn Marketing ti u nht, ph hp vi
iu kin kinh doanh thc t tng cng, cng c v tr
cng ty
Nh qun tr ti nng l ngi bit t chc v phi hp
Marketing Mix hiu qu v hon ho
28
28
Thnh phn ca Marketing hn hp
Product
(P
1
)
Price
(P
2
)
Place
(P
3
)
Promotion
(P
4
)
SX ci g? Th no? Bao nhiu? Chin lc
SP nh v, xy dng thng hiu
nh gi bn? Khung gi?
Chin lc gi
Bn u? Lc no?
Chin lc phn phi
Bn bng cch no?
Chin lc chiu th
8
MARKETING HN HP
29
PRODUCT
MARKETING - MIX
PLACE PROMOTION
PRICE
PRESTIGE
PERSONNEL
Cc yu t nh hng n Mar.
mix
30
Marketing
hn hp

Tnh hung
bin i ca
TT

c tnh ca
sn phm

Uy tn, v
tr ca
cng ty

Chu k i
sng SP

MI TRNG MARKETING CA DOANH NGHIP
31
Khch hng
mc tiu
Sn
phm
Gi
Phn
phi
Chiu th
H thng
Thng tin Mar.
H thng lp
KH Marketing
H thng t chc
v thc hin
H thng kim
tra Marketing
Trung gian
Marketing
i th
cnh tranh
Cng
chng
Ngi
cung ng
Mi trng
nhn khu, kinh t
Mi trng cng ngh,
k thut
Mi trng chnh tr,
php lut
Mi trng
vn ha x hi
Mi trng marketing v m
32
Mi trng
v m
Chnh tr - lut php T nhin
Vn ha - x hi
Dn s
Kinh t
Khoa hc k thut
9
MI TRNG NHN KHU
C cu tui ca dn s
Trnh hc vn
Cc kiu h gia nh
Dch chuyn t th trng i chng sang cc vi th trng
khc nhau v la tui, gii tnh, dn tc, trnh hc vn,
a l, li sng
33
MI TRNG KINH T
Chnh sch lng
Bo him
Lm pht
Li sut
Thu

34
MI TRNG T NHIN
Nhng ngi lm marketing cn nhy bn vi nhng mi
e da v c hi gn lin vi ba xu hng trong mi
trng t nhin:
Thiu ht nguyn liu
Chi ph nng lng tng
Mc nhim tng

35
MI TRNG CNG NGH
Tin b k thut gp phn to ln vo vic to ra sn phm
mi to ra th lc cnh tranh trn th trng nn cc
nc u u t cho vic nghin cu v pht trin.
Cch mng khoa hc k thut lm cho chu k sng sn
phm b rt ngn dn
36
10
MI TRNG CHNH TR
Mi trng ny gm c lut php, cc c quan nh nc
v nhng nhm gy sc p c nh hng v hn ch cc
t chc v c nhn khc nhau trong x hi.
Bo v cc cng ty trong quan h vi nhau v ngn chn
cnh tranh khng lnh mnh
Bo v ngi tiu dng trc tnh trng cnh tranh gian
di
Bo v li ch x hi, buc cc doanh nghip phi gnh
vc nhng chi ph x hi do qu trnh sn xut hay sn
phm ca h gy ra.
37
MI TRNG VN HA
X HI
Vn ha tng vng, tng nc, tng khu vc s chi phi
n hnh vi mua hng ca khch hng. c tnh vn ha
chi phi, nh hng trc tip n quyt nh marketing c
th biu hin nhng mt sau:
Nhng gi tr vn ha ct li bn vng
Nhnh vn ha: vn ha a phng, vn ha sc tc, tn
gio.
Nhng gi tr vn ha th yu bin i theo thi gian
38
Mi trng marketing vi m
39
Nh
cung
ng
i th
cnh tranh

Cc
trung
gian
Khch
hng
Gii cng chng
NH CUNG NG
Nhng ngi cung ng l nhng cng ty kinh doanh cc
ngun vt t cn thit sn xut ra nhng mt hng c
th hay dch v nht nh.
Cn lu nhng s kin xy ra trong mi trng ngi
cung ng
40
11
I TH CNH TRANH
Phn bit 4 mc cnh tranh cn c
vo mc thay th ca sn phm
1. Cnh tranh nhn hiu
2. Cnh tranh ngnh
3. Cnh tranh cng dng
4. Cnh tranh chung (khc ngnh)
41 42
CC TRUNG GIAN
Gii trung gian l nhng cng ty h tr cho cng ty i ln,
tiu th v ph bin hng ha ca cng ty trong gii khch
hng. Bao gm:
Ngi mi gii thng mi l nhng cng ty kinh doanh
h tr cng ty tm kim khch hng hay trc tip bn sn
phm cho h.
Cc t chc dch v marketing l nhng cng ty nghin
cu marketing, nhng cng ty qung co, nhng t chc
ca cc phng tin qung co v cc cng ty t vn
marketing
Cc t chc ti chnh tn dng, bo him, n v vn
chuyn
43
KHCH HNG
Nhn ra nhu cu khch hng
Hun luyn v thay i ngi tiu dng
44
12
CNG CHNG
Cng chng trc tip c th hoc l h tr hoc l chng li n lc
ca cng ty nhm phc v th trng.
Gii ti chnh: ngn hng, cc cng ty u t, cc c ng nh
hng n kh nng m bo ngun vn.
Cng chng thuc cc phng tin thng tin
Cng chng thuc cc c quan nh nc
Nhm cng dn hnh ng: cc t chc ngi tiu dng, cc nhm
bo v mi trng, i din ca cc dn tc t ngi
Cng chng a phng: ngi dn v cc t chc a phng
Qun chng ng o
Cng chng ni b: cng nhn vin chc, ban lnh o, cc y vin
hi ng gim c cng ty



45 46