MARKETING

CN BN

GV: Lng Th i Nhi

1

NI DUNG

Ch 1: Tng quan v Marketing

Ch 2: Mi trng Marketing
Ch 3: Nghin cu marketing
Ch 4: Chin lc sn phm
Ch 5: Chin lc gi
Ch 6: Chin lc phn phi
Ch 7: Chin lc xc tin

MC TIU MN HC

SV hiu c nhng kin thc c bn

v marketing

SV c th vn dng sng to nhng kin thc

hc c th gii quyt nhng vn thc
tin c lin quan n marketing.

Ti liu:

Nguyn l marketing ca Philip Kotler

Marketing cn bn ca cc trng H
Nghin cu marketing ca cc trng H
Cc tp ch: marketing, thi bo kinh t Si Gn, doanh nhn cui tun
Cc trang Web c lin quan

NHIM V CA SINH VIN :

i hc y
Nghin cu bi trc khi n lp

Tho lun, lm bi tp nhm, thuyt trnh

Gii quyt nhng tnh hung trong bi hc

5

CHNG 1:
TNG QUAN V
MARKETING

NI DUNG
1.1. S ra i v pht trin ca marketing
1.2. Khi nim marketing

1.3. Mc tiu v chc nng ca marketing

1.4. Marketing mix
7

1.1. S ra i v pht trin ca marketing

S ra i ca marketing

S pht trin ca marketing

1.1.1. S ra i ca marketing

Sn xut hng ha
Trao i
Ngi mua

Ngi bn

Ngi mua

Ngi bn

1.1.2. S pht trin ca marketing

Giai on trng sn xut
Giai on trng sn phm
Giai on trng bn hng
Giai on trng marketing
Giai on trng marketing x hi
10

Hng
Marketin
g

Tp trung

Nhng c trng va mc
ch

San
xuat

Che tao

Tang san lng. Kiem

soat va giam chi ph. Thu
li nhuan qua ban hang

San
pham

Hang hoa

Chu trong chat lng. Cai

tien san pham, nang cao
chat lng. Tao li nhuan
qua ban hang.

Ban
hang

Ban nhng SP
a san xuat
ra
Yeu cau cua
ngi ban

Xuc tien va ban hang

tch cc.
Thu li nhuan nh quay
vong von nhanh va mc
ban cao.

Marketin Xac nh
g
nhng ieu
KH mong
muon.
Yeu cau cua

Marketing lien ket cac

hoat ong.
nh ro nhu cau trc khi
11
san xuat.
Li nhuan thu c thong

1.2. KHI NIM MARKETING

Mt s thut ng

Khi nim v bn cht ca marketing

S khc bit gia marketing v bn hng

12

1.2.1. Mt s thut ng

Nhu cu
Ngi tiu
Mong
dng
mun
Th
trng

S
cu
Trao
i

Sn
phm
13

1.2.2. Khi nim v bn cht ca marketing

Theo
CIM

Marketing l qu trnh qun tr s nhn

bit, d on v p ng nhu cu ca
khch hng mt cch c hiu qu v
c li.

Theo
AMA

Marketing l tin trnh hoch nh v

thc hin s sng to, nh gi, xc
tin v phn phi sn phm to
ra s trao i v tha mn mc tiu
ca c nhn v t chc.
14

1.2.2. Khi nim v bn cht ca marketing

Theo
Groroos

Theo
Philip
Kotler

Marketing l nhng hot ng thit

lp, duy tr v cng c mi quan h
lu di vi khch hng mt cch c
li p ng mc tiu ca cc bn.

Marketing l tin trnh qua cc c

nhn v t chc c th t c
nhu cu v mong mun bng vic
sng to v trao i nhng sn
phm v gi tr gia cc bn.
15

Nhn xt:
-Marketing l tin trnh qun tr
-Ton b hot ng Marketing phi
hng theo khch hng
-Marketing tha mn nhu cu ca khch
hng mt cch c hiu qu v c li

16

1.2.3. S KHC NHAU GIA BN HNG V MARKETING

Khi
im
Nha
may

TT muc
tiu

Tp trung Chin lc

Mc tiu

Sn
phm

Ban
LN thng
qua KLTT
hang &
KM
Quan
Quan nim
nim bn
bn hng
hng

Nhu
cu KH

Marketin
g phi
hp

LN thng qua
s thoa man
KH

Quan
Quan nim
nim Marketing
Marketing
17

1.3. Mc tiu ca marketing

Th trng

Doanh thu

MC
TIU

Thng hi u

18

1.4. Marketing Mix

Khi
nim

Marketing
MarketingMix
Mixl
ltp
tphp
hpnhng
nhngcng
cng c
c
marketing
marketingm
mcng
cng ty
tys
sdng
dng
t
t
c
c cc
ccmc
mctiu
tiu trong
trongmt
mtth
thtrng
trng

chn
chn
P2:

P1:
PRODUCT

PRICE

Thnh
phn
P3:
PLACE

P4:
PROMOTION
19

1.4. MARKETING - MIX

San pham
(P1)
Chat lng
Kieu dang
ac iem
Nhan hieu
Bao b
Kch c..

Gia ca
(P2)

Marketing
mix

Cac mc
gia
Giam gia
Chiet khau
Thanh toan
Tn dung

Phan phoi
(P3)

Xuc tien
(P4)

Loai kenh
Trung gian
Phan loai
Chon loc
D tr
Van chuyen.

Quang cao
Khuyen mai
Tuyen
truyen
Chao hang
Marketing
t/tiep

Th
trng
muc

20

4P
San
pham
Product
Gia
Price
Phan
phoi
Place
Xuc tien
Promotion

4C
Nhu cau va c muon
cua khach hang
Customer needs and
wants
Chi ph oi vi khach
hang
Cost to the customer
Thuan tien
Convenience
Truyen thong
Communication

21