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Chng 1: Khi qut v MKT

1. nh ngha
AMA (1960)- hip hi mkt M: mkt l hot
ngc a DN nhm hng lung hng t nh sx
n ngi tiu dng
-

Philip Kotler: Mkt l hot ng ca con ngi nhm

tha mn nhu cu, mm thng qua trao i
-

Quan im mkt tr thng

Gii hn trong tiu dng
DN tm mi cch bn c hng

Quan im mkt hin i

Khng gii hn lnh vc AD (gio dc, qun s, kinh doanh)
Nhn mnh tm hiu nhu cu trc khi sx, to sx ph hp vi
KH=> Kh mua v thit lp mqh

2. Bn cht
- L mt qu trnh lin tc, c im u nhng khng c im kt thc
Bt u bng nghin cu th trng, pht hin nhu cu, p ng nhu cu. Th trng lin bin i, vng trn sau to hn

Gip DN ti u ha li nhun (k phi ti a)

Li nhun ln nht trong khi vn t c nhng mc tiu kinh t khc

L s tc ng tng h gia 2 mt ca 1 qu trnh thng nht

p ng nhu cu hin ti gi m nhu cu tg lai, kk DN tin phong m rng th trg

Cung cp ci tr trg cn ch khng phi ci DN c

Tp trung vo nhu cu ng mua

Nhu cu: l cm gic thiu ht 1 ci g m con ng c mun: l nhu cu dng c th, tng ng
c th cm nhn c
vi trnh vh v nhn cch ng dng
Rt kh nm bt v kh nghin cu

Khi gn nhu cu vi 1 sp c th, ng ta c c mun

Nhu cu a dng, c mun cng a dng

Phn loi:
- nhu cu hin ti: , ang c p ng
- Nhu cu tim tng

Cc yu t nh hng:
- Vn ha x hi
- Trnh ntd
- C tnh ntd
- Thi quen tiu dng

xh: xh nhng cha c p ng

Cha xh: bn thn ntd cng k bit

Thp nhu cu Maslow:

1.
2.
3.
4.
5.

Tm sinh l
An ton
Tnh cm x hi
S tn trng
T khng nh

Lng cu: l c mun b gii hn bi kh nng

thanh ton

KL:
-

nhu cu con ng pht trin t thp n cao, t n gin n phc tp

Khi cc nhu cu c bn c tha mn s ny sinh nhu cu cao hn
S phn cp nhu cu theo bc ty thuc bi cnh xh
Mc tha mn nhu cu mi ng l khc nhau

3. Mc tiu v chc nng

Mc tiu
- Thu li nhun
Li nhun l mt thc o hiu qu kd ca DN
Thu li nhun qua vic tha mn nhu cu KH

- Li th cnh tranh
To ra trn c s bit mnh, bit ng
Tn dng im mnh ca mnh

- An ton trong kinh doanh

Phn tch v phn on nhng bin ng th trg tn dng c hi v trnh ri ro
An ton qua vic phn chia ri ro= a dng ha (a dng ha tt, sp)

4. Qu trnh pht trin

MKT truyn thng
- Tnh chc nng tiu th
- Tk 20 n nhng nm 19650
- Mc tiu: tm mi cch bn dc sp
- Khi th trg bo ha khng cn ph
hp=>mt cn i cung cu, khng hong
tha

Bn cht
- Nghin cu tng th th trng
- Hoch nh chnh sch
- m bo thc hin cs c
ng b hiu qu
- Kim tra nh gi hiu chnh
kp thi

MKT hin i
- Tnh trit l kinh doanh
- 1960 -> nay
- Mc tiu: pht hin nhu cu cha dc p ng, tm
hiu nhu cu nh hng sx theo nhu cu
- H ca DN da trn c s hiu bit v lg cu ntd v
s thay i n trong tng lai gn xa

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5. Cc quan im kinh doanh trong mkt
- Quan im hon thin sx: ntd thch sp ph bin, gi c phi chng
- Quan im hon thin sp: ntd thch sp cht lng, tnh nng tt
- Quan im bn hng: ntd c sc , nn DN phi gii thiu v thuyt phc h mua hng
Kt qu: DN t c nhng thnh cng ng k.
a hnh nh ca DN n vi KH mc tiu
Nhng sai lm khi ng nht bn hng v mkt

Tp trung vo nhu cu ng bn hng

i tng => cc phng tin t mc tiu=>mc tiu t c
sp => n lc thng mi v pp kch thch=>tng LN nh tng lng hng bn
Quan im marketing: Khng nh nhng k ban u t dc mc tiu ca DN l xc nh nhu cu
v mm ca th trg mc tiu, p ng nhu cu bng nhng phg thc hiu qu hn i th cnh tranh
Tp trung vo nhu cu ng mua
Nhu cu ca KH mc tiu=> cc n lc tng hp mkt => thu LN nh p ng nhu cu KH
Quan im mkt mang tnh o c xh: ng thi gi nguyn hay cng c mc sung tc ca ntd v

6. Trit l mkt: bi ton phn chia chic bnh cho cc cty

Trit l mkt hng ni
Trit l mkt hng ngoi
- DN t coi mnh l trung tm
- H hng ra bn ngoi
- Cc nh k thut c vai tr quyt nh
- Mang tnh phi tp trung theo nguyn tc
- M hnh t chc hnh thp
phn quyn
- Nhn sv vi nhn quan tnh li
- Lun thch ng nhanh vi nhng bin i
: Tnh chuyn mn ha cao
ca mt
Vn bn ha cc nguyn tc, quy nh
=>Cc DN lun phi thch ng vi 1 th gii bin
N: Quyn lc tp trung
i. Do vy cn c sc sng to, s mm do, linh
K thch ng nhanh vi nhng bin i th trg
hot, nng ng
=>Bit lng nghe KH, hiu h, hiu nhu cu v
cung ng sp ph hp vi mm ca h

Chng 2: nghin cu th trng quc t

1. Th trng:
Theo P.C: Th trng l tp hp nhng ng mua sp ca DN, gm nhng ngi mua hin ti v tim nng
Di gc mkt: th trg l ni c nhu cu cn c p ng
2.
-

Phn loi
Theo v tr sp trong ti sx: tt tiu dng, tt doanh nghip
Theo tm quan trng ca tt: chnh ph
Theo tnh cht kinh doanh: bn bun bn l
Theo quan h cung cu: ng bn ng mua
Theo lnh vc kinh doanh: hh dv sc ld
Theo i tg lu thng: tng mt hng c th - nhm/ngnh hng.
Theo phm vi tc ng: th gii khu vc

3. Nghin cu th trng:
L vic thit k mt cch c h thng, thu thp, x l v bo co cc d liu lin quan n tnh hung
mkt c th ca 1 t chc (P.C)

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Phn I: NC th trng quc t
Ni dung nghin cu (3)
Nghin cu tng th
- Cho php DN c ci nhn u tin mang t/c tng th v h
thng, t nhanh chng nh gi c hi, kh nng v cch
tip cn cng cc bc i tip theo hp l
- Mc ch: gip DN la chn th trg nh hng ph hp
- Cch thc tin hnh: Phn tch PESTEL
Tm ra yu t nh hg
Xc nh cc thng tin tc ng n cc yu t ny
a ra kt lun t nhng thng tin
- Cc yu t:
Lut php, chnh tr, kinh t, x hi, cng ngh, mi trg
- Ngun thng tin, csdl
- Cn c la chn th trg nh hng
Quy m, tc tng trg th trg
Ch s hp dn th trg: GRDI: ch s phat trin th trg phn phi bn l ton
cu ca AT kearney

iu kin c s h tng(giao thng, cng ngh, t ai..)

Phn II: NC hnh vi ng tiu dng

Cc yu t nh hng n hnh vi mua hng

Nghin cu chi tit th trg

-

Nc KH mc tiu
Nc sp
Nc h thng pp
Nc i tc, i th cnh tranh
Nc cung cu th trg (v d bo xu
hng gi c thi gian ti)

Kh khn khi tip cn th trg

nc ngoi:
K/c a l
Khac bit v th ch, lut php
Tp qun v thi quen trong kd
To cn v tm l, giao tip
Thi , thin ch, mi quan tm ca
KH
- Bt ng v ngn ng, vh..
-

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KH l c nhn
Yu t vn ha: l yt c nh hng su rng nht n
hnh vi mua hng ca ntd
-

Vn ha
Nhnh vh
Tng lp x hi

nh hng ca vh n hnh vi: HN-HCM

nh hng bi tp th------tnh c nhn cao
lo xa cho tng lai-----------sng cho hin ti

Quan h c nhn

Hnh thnh li sng v hv mi

p lc tng thch vi nhm

Tui tc, giai on chu k sng

Ngh nghip
k kinh t
Li sng, nhn cch

Quyn th, a v
S ng cm
Sc thuyt phc

Yu t c nhn
-

Yu t tm l: 1 s yt tm l nh hg n hv td:
-

S thay i v chnh tr v lut php

Tc thay i cng ngh
p lc cnh tranh
S bin ng ca lng cu

- C cu v h thng t chc
- Mc tiu mua sm
- c th th thc mua hng: ai q mua, tiu ch nh gi

Yu t c nhn: 1 s yu t c nhn nh hng n hv

tiu dng:
-

Yu t t chc

Yu t x hi: ntd thuc v cc nhm tham vn khc

nhau, nhm tham vn tc ng n hv di 2 gc
-

Kh l t chc
Yu t mi trng

Tui, thu nhp, hc vn

V tr cng tc
Nhn cch, vn ha
Thi vi ri ro

ng c(t nhu cu, c mun, tm kim li ch)

Nhn thc( cch tip cn v l gii thng tin t bn ngoi)
Qu trnh hc hi (s thay i trong suy ngh t nhng kinh
nghim c t trc)
Nim tin v thi

Khc bit ca B2B v B2C

Cu trc v tnh cht th trg( t ng mua nhng quy m ng mua ln)
Tnh cht hnh vi mua hng (nhiu ng quyt nh, c kinh ng mua hng)
Vic ta quyt nh mua (quy trnh phc tp hn)
Qu trnh ra quyt nh mua hng ca Kh c nhn
Xut hin nhu cu
Tm kim thng tin
nh gi cc phng n
Quyt nh mua
Hnh ng mua
Phn ng sau mua

Qu trnh ra quyt nh mua hng (KH t chc)

thc v nhu cu
M t khi qut nhu cu
XD h thng tiu chun nh gi
Tm hiu nhng nh cung ng
Yu cu cho hng
nh gi, la chn nh cung ng
m phn chi tit, t hng
nh gi hiu qu nh cung ng

Phn III: quy trnh nc th trng

Xc nh vn v mc tiu nc
Lp k hoc nc
Thu thp d liu
X l d liu
BC kt qu nc
xut cc quyt nh marketing

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Chng 3: xy dng chin lc mkt quc t
1. Chin lc mkt
2. Phn loi

CL mkt k phn bit

DN coi ton b ntd trn th trg l
tt mc tiu
=>k ch n phn on tt

CL mkt phn bit

DN la chn 1 vi phn on lm
th trg mc tiu
=>c phn on th trg v phn
thch tim lc i th

CL mkt tp trung
CN ch chn 1 phn on tt
nht lm tt mc tiu

3. Quy trnh xd chin lc mkt

Chng 4: Mi trng marketing quc t

Marketing qt (AMA): l mt qu trnh a quc gia nhm thit laaph v thc hin cc chnh sch v sp, gi, pp,
xc tin h tr KH ca tng, hh v dch v nhm tin ti trao i phc v nhu cu ca t chc v c nhn.
Bi cnh ra i:
- Thnh tu ca cuc cm KH-CN ln th 2:
Pht trin ha cht, du m, thp, in =>tng sn xut hng tiu dng
Ton cu ha tc ng ti quc gi, DN, h XNK
Nn kinh t m rng, tng tnh ng nht ca tr trng th gii
Tng thu nhp lm nhu cu tiu dng hng ha tng

G b hng ro bo h sn xut ni a cc quc gia

Nn kinh t trong nc cnh tranh hn, cc doanh nghip trong nc t ra km th
DN mun bn c hng phi kch cu
DN cn m rng thot khi th trng bo ha v suy thoi
Thc y hnh thnh cty xuyn quc gia

S ra i ca cc TNC: cty, tp on a quc gia

C quy m, ngun lc v li th cnh tranh ln

Mi trng mkt: l tp hp nhng yu t, lc lng nm ngoi hot ng marketing, nh hng ti kh nng

qun tr marketing nhm thit lp v duy tr mqh tt p vi KH mc tiu
Phn loi:
- Theo bin gii DN: mt bn trong, mt bn ngoi
- Theo phm vi h: mt vi m, mt v m
- Theo kh nng kim sot ca DN: mt quc gia, mt quc t

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Mi trng quc t
Kh khn khi thm nhp th trng nc ngoi:
Nhng hn ch v thng mi gia cc quc gia
Nhng thay i v thu quan v hn ngch ca cp nc ngoi
Cc bin php kim sot hi gi ca cp nc ngoi
Cc ro cn thng mi phi thu quan

H thng TMQT
GATT
WTO
Cc khu vc thng mi t do khu vc
EU- lin minh chu u
NAFTA- hip nh thng mi t do Bc M
CAFTA- Hip nh thng mi t do Trung m

Mt s h thng TMQT Vit Nam tham gia

WTO
Hip nh thng mi Vit Nam Hoa k
Hip nh i tc kinh t VN- Nht Bn
Hip nh thng mi t do ASEAN

Mi trng vi m: gm cc yu t v lc lng c
quan h trc tip vi doanh nghip, nh hng ti s
phc v khch hng mc tiu ca DN
Cc yu t bn trong
-

Ti chnh: ngun vn, kh nng huy ng vn, hq s dng vn

Nhn lc: quy m, c cu, c im ngun nhn lc, chin lc
tuyn dng, chin lc o to v pht trin nhn lc
Cng ngh: tnh hnh cng ngh, chin lc pht trin CN, nhn
lc v ngn sch cho R & D
Vn ha doanh nghip: trit l kinh doanh, o c kinh doanh,
cc hnh thc vn ha hu hnh(l nghi, biu tng,..)

Nh cung ng
-

nh hng yu t u vo n chi ph v s khc bit sp

Mc tp trung NCU
S khc bit NCU v tn ti nh cung ng thay th
Chi ph chuyn i NCU
Nguy c hp nht cc NCU

Cc t chc h tr
-

Cc trung gian bn hng

Cc nh dch v marketing
Cc nh phn phi sn phm
Cc t chc ti chnh

i th cnh tranh:
-

Mc tp trung ca th trng: 1-50%; 50%-80%; 80%-100%

S khc bit sp
Ro cn gia nhp th trg, ro cn rt khi th trng
Chi ph chuyn i sp
Cc i sch cnh tranh (thay i gi, a dng ha)

Cng chng: tp hp nhm ng c quan tm v kh

nng nh hng ti nhng mc tiu ca DN
-

Gii truyn thng

Gii Ti chnh
C quan nh nc
T chc qun chng
Cng chng ni b

Khch hng : cc yu t nh hng

-

V th mc c ca KH
Thng tin Kh c c
S nhy cm ca KH vi s bin ng ca gi

nh hng ca mt quc t n doanh nghip:

Bo h
-

t ra cc ro cn thu quan, hn ngch v phi thu quan nhm

bo v t trg ni a
S dng cc ro cn php l, hi oi,..i vi 1 s hng ha m
quc gia k kk nhp khu
Cc doanh nghip trong nc phi hp vi nhau dng ln cc
ro cn gia nhp ngnh i vi hng nk

Cc ro cn thng mi
-

Thu quan
Hn ngch v giy php nk
Cc bin php hn ch xk t nguyn
Cc bp ty chay v cm vn
Cc ro cn tin t
Cc tiu chun k thut
Cc hnh pht bn ph gi
Cc khon tr cp trong nc v cc gi kch thch kinh t

Mi trng v m: gm cc lc lng trn bnh din

rng ln, c nh hng ti quyt nh marketing ca
cc DN trong ngnh, thm ch ti ton b nn kinh t
quc dn, v cng nh hng ti cc yu t mt vi m
MT Nhn Khu hc: Cc c im c bn v dn s,
con ng cc quc gia, ch yu di s liu thng k
-

Dn s (quy m, tc , s dn, phn b,

Quy m v c cu h gia nh
Xu hng hn nhn

MT vn ha x hi: nhng nh ch v yu t khc

nh hng ti gi tr c bn x hi, n nhn thc,
nim tin, th yu v hnh vi mua hng
-

Tn gio v tc ng
Tp qun v quan nim o c, chun mc
Gio dc v ngn ng

Doanh nghip nn tp trung pht hin nhng bin i trong

vn ha d on c hi Marketing v trnh ri ro

MT chnh tr: Gm lut php, th ch chnh tr, cc

nhm gy sc p c nh hng v hn ch i vi t
chc hoc c nhn trong x hi:
-

H thng lut
Lut cnh tranh, lut bo v ngi tiu dng
Vai tr c quan nh nc
T do bo tr

MT kinh t: gm cc yu t nh hng ti sc ma
v c cu ngi tiu dng
-

Thu nhp v phn b thu nhp

Phn phi chi ph trong thu nhp
C cu, cc chnh sch kinh t quc gia
Lm pht, gim pht
T gi hi oi, cn cn thanh ton quc t

MT t nhin: bao gm cc yu t ti nguyn c nh

hng ti u vo ca nhng ngi lm marketing
hoc nhng ti nguyn chu nh hng ca hot ng
marketing
-

a l, kh hu
Cc xu th bin i mi trng ( nhim mi trng, khan him
ti nguyn)

MT khoa hc k thut v cng ngh: : gm cc yu

t to nn cng ngh mi, sn phm mi v c hi th
trng mi
-

Tin b khoa hc k thut

Tc pht trin KH- KT
Kh nng u t cho R&D

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Chng 5: cc quyt nh marketing quc t
1. Marketing mix

2. Thnh phn c bn

3.
4.

Cc hnh thc thm nhp th trng

Xut khu trc tip
Xut khu gin tip
Cp giy php
Lin doanh
Nhng quyn thng mi
..
Cc ni dung trong mkt- mix
Sn phm
Gi
- Cu thnh sp
- Cn c nh gi
- Vng i sp
- Quy trnh nh gi
- Pht trin sp mi
- Chin lc nh gi
- Bao b, nhn hiu sp

Phn phi
- Phng thc pp
- Cc loi hnh knh
pp
- Trung gian pp

Xc tin
- M hnh truyn thng
- Chin lc truyn
thng
- Cng c truyn thng