Professional Documents
Culture Documents
Ph m Vn Chi n
Gi ng vin Marketing Qu c t Khoa Kinh t & Kinh doanh qu c t Hand phone: 0945 6666 75 Email: chienpv@ftu.edu.vn
Bi gi ng
Marketing cn b n
Basic Marketing
Marketing
Ti li u tham kh o
Gio trnh
1. TR NG HNT, [2000], Gio trnh marketing l thuy t, NXB Gio d c
Ti li u tham kh o
2. PHILIP KOTLER, [2007], Marketing cn b n, NXB Lao ng - x h i
Ti li u tham kh o thm
3. TR NG HNT, [2008], Gio trnh marketing qu c t , NXB L-XH
Marketing
Marketing
N i dung mn h c
Chng 1: Khi qut chung v marketing cn b n Chng 2: Mi tr ng marketing Chng 3: Nghin c u th tr ng Chng 4: Chnh sch s n ph m Chng 5: Chnh sch gi Chng 6: Chnh sch phn ph i Chng 7: Chnh sch xc ti n va h tr kinh doanh Chng 8: K ho ch ha marketing
Khi ni m marketing
Marketing
Marketing
Yu c u chu n b
M c tiu Chng 1
1 c Gio trnh MKT l thuy t (Trang 5 37)
Chu n b cu h i th o lu n Chng 1
N m v ng khi ni m marketing, cc khi ni m lin quan, vai tr, m c tiu v qu trnh pht tri n c a marketing. Ti p c n cc thnh ph n c b n c a ho t ng marketing
Marketing
Marketing
I- Khi ni m marketing
1 nh ngha marketing
1.
nh ngha marketing
nh ngha 1
(Hi p h i marketing M AMA, 1960)
B n ch t c a marketing
Marketing
Marketing
1.
nh ngha marketing
1.
nh ngha marketing
nh ngha 2
(Hi p h i marketing M AMA, 1985)
nh ngha 2
(Hi p h i marketing M AMA, 1985)
Marketing l qu trnh ln k ho ch, tri n khai vi c th c hi n k ho ch, xc nh s n ph m, gi c , y m tr , truy n b t ng, phn ph i hng ha, cung c p d ch v h ng t i trao i nh m th a mn m c tiu c a cc c nhn v cc t ch c.
Marketing l qu trnh ln k ho ch, tri n khai vi c th c hi n k ho ch, xc nh s n ph m, gi c , y m tr , truy n b t ng, phn ph i hng ha, cung c p d ch v h ng t i trao i nh m th a mn m c tiu c a cc c nhn v cc t ch c.
Marketing
Marketing
1.
nh ngha marketing
1.
nh ngha marketing
nh ngha 3
(Gio s M Philip Kotler)
nh ngha 3
(Gio s M Philip Kotler)
Marketing
m t
Khng gi i h n lnh v c p d ng Kinh doanh, Chnh tr , Qu c phng, Gio d c... Nh n m nh vi c nghin c u nhu c u c a con ng i tr c khi s n xu t (Quan i m marketing hi n i)
Marketing
1.
nh ngha marketing
Tm l i, marketing l t ng th cc ho t ng c a doanh nghi p h ng t i th a mn, g i m nh ng nhu c u c a ng i tiu dng trn th tr ng t c cc m c tiu kinh doanh c a mnh.
Marketing
Marketing
2. B n ch t c a marketing
L qu trnh c i m b t u nhng khng c i m k t thc.
M hnh IPAC
2. B n ch t c a marketing
Marketing b t u b ng vi c nghin c u th tr ng, pht hi n nhu c u v cung c p hng ha th a mn nh ng nhu c u Marketing gip doanh nghi p theo u i l i nhu n t i u ch khng ph i l i nhu n t i a. L i nhu n t i u: L m c l i nhu n cao nh t t c trong khi v n tha mn cc m c tiu kinh doanh khc. L s tc ng tng h nh t. gi a hai m t c a m t qu trnh th ng
Information
Control
Marketing
Planning
- Th a mn nhu c u hi n t i.
A
Marketing
Action
Pham Van Chien, 2011 Marketing
- G i m nhu c u ti m nng
Pham Van Chien, 2011
Trao i
Th tr ng
c mu n
Nhu c u l c m gic thi u h t m t ci g o m con ng i c m nh n c. Nhu c u l kho n m b t, vi c nghin c u nhu c u cng kha kho khn.
S n ph m
Marketing
L ng c u
Pham Van Chien, 2011
Marketing
5 4 3 2 1
Pham Van Chien, 2011
Nhu c u hi n t i
L nhu c u thi t y u a va ang c p ng trong hi n t i
Nhu c u ti m tng
a xu t hi n Xu t hi n r i nhng do nhi u nguyn nhn m cha c p ng Cha xu t hi n B n thn ng i tiu dng cng cha bi t n
An ton Tm sinh ly
Marketing
Marketing
Nhu c u c a con ng i pht tri n t th p n cao, t n gi n n ph c t p. Khi cc nhu c u c b n c th a mn, thi m i n y sinh cc nhu c u c p b c cao hn. S phn nh nhu c u vo cc c p b c cn ty thu c vo b i c nh xa h i. M c th a mn nhu c u c a m i ng i l khc nhau.
Marketing Pham Van Chien, 2011 Marketing Pham Van Chien, 2011
3.2 c mu n (Wants)
c mu n l gi? Theo Philip Kotler: c mu n l m t nhu c u c d ng c thu,
tng ng v i trnh vn ha va nhn cch c a c th .
3.2 c mu n (Wants)
Nhu c u a d ng d ng hn. c mu n cng a
Cc y u t nh h ng n c mu n:
- Vn ha - C tnh c a ng i tiu dng - Trnh c a ng i tiu dng - Thi quen tiu dng
Marketing Pham Van Chien, 2011
3.3 L ng c u (Demands)
L ng c u l gi? L ng c u l c mu n b gi i h n b i kha nng thanh ton. R t hay nh m l n: NHU C U L NG C U - L ng c u l k/n kinh t , l ng ha c - Nhu c u l k/n tm sinh ly
3. Cc khi ni m c b n
Nhu c u L ng c u
c mu n
Marketing
Marketing
3.4 S n ph m (Products)
S n ph m l gi? S n ph m l t t c nh ng g c th th a mn c nhu c u c a ng i tiu dng. Khng ch gi i h n trong v t th v t ch t - S n ph m h u hnh - S n ph m v hnh
3.4 S n ph m (Products)
Cc m c th a mn nhu c u c a s n ph m
Nhu c u
Nhu c u S n ph m S n ph m Nhu c u
S n ph m
Khng th a mn
Marketing Pham Van Chien, 2011 Marketing
Th a mn m t ph n
Th a mn hon ton
Pham Van Chien, 2011
1
T b o m
2
n xin
3
Chi m o t
4
Trao i
Trao i l c s t n t i c a marketing Marketing ch t n t i khi m con ng i quy t nh p ng nhu c u c a mnh thng qua trao i.
Marketing Pham Van Chien, 2011 Marketing Pham Van Chien, 2011
Giao d ch l n v o l ng c b n c a trao i.
3.7 Th tr ng (Market)
Khi ni m
Thi tr ng l ni c nh ng nhu c u c n c p ng.
Th tr ng khng nh t thi t ph i l m t a i m c th .
Marketing
Marketing
4
Marketing Pham Van Chien, 2011 Marketing
Tri t l marketing
1. T hi n t ng n khoa h c
Truy n th ng: C tnh ch t ch c nng tiu thu. Hi n i: Mang tnh ch t tri t l kinh doanh.
1908
Marketing truy n th ng
u Th ky 20 Cu i nh ng nm 1950
Marketing hi n i
u nh ng nm 1960
M c tiu: Tiu thu b t k lo i s n ph m no m doanh nghi p c kh nng s n xu t. Khi th tr ng bo ha: Khng cn ph h p M t cn i cung c u Kh ng ho ng th a
Marketing hi n i l t t c cc ho t ng c a cng ty, cc ho t ng ny ph i d a trn c s hi u bi t v s c u c a ng i tiu dng, v s thay i c a n trong tng lai g n v xa. M c tiu: Pht hi n ra nh ng nhu c u cha c p ng v nh h ng s n xu t vo vi c p ng nh ng nhu c u .
Nh v y, thay v tm m t (1) tiu thu m t (2), by gi c n ph i t o ra m t (3) cho m t (4) a c nghin c u tr c. o chnh l qu trnh pht tri n t marketing truy n th ng n marketing hi n i.
S n xu t nhi u hn S n xu t t t hn S n xu t theo nhu c u thi tr ng
Marketing
Marketing
NG I TIU DNG
Quan i m hon thi n s n xu t kh ng nh r ng ng i tiu dng s c thi n c m v i nh ng s n ph m c bn r ng ri va gia c ph i chng, v th m nh ng ng i lnh o doanh nghi p ph i t p trung n l c vo hon thi n s n xu t va nng cao hi u qu c a h th ng phn ph i.
By bn r ng ri
S N PH M
Gia c ph i chng
Hon thi n s n xu t
DOANH NGHI P
Marketing
Marketing
Marketing
Marketing
NG I TIU DNG
DOANH NGHI P
Marketing
Marketing
Saturn Aura
Marketing Pham Van Chien, 2011 Marketing Pham Van Chien, 2011
Mang n nh ng thnh cng ng k cho DN Sai l m khi ng nh t marketing v i bn hng v qu ng co. Tiu thu ch l ph n n i c a ni bng marketing
Marketing
Marketing
Marketing
3/2006: Ra i M c ch c a marketing khng nh t thi t l y m nh tiu thu. M c ch c a n l nh n bi t v hi u khch hng k n m c s n ph m lm ra s p ng V n u t: 1000 t VND ng th hi u c a khch hng v t n c tiu thu. (Peter Drucker) Cu i 2007: ng c a
Marketing Pham Van Chien, 2011 Marketing Pham Van Chien, 2011
9/2006: Hn 100 CH
Tiu thu v qu ng co
B n thn s n ph m
Marketing
Marketing
Quan i m marketing
Marketing Pham Van Chien, 2011 Marketing Pham Van Chien, 2011
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Quan i m Quan i m marketing mang tnh o c - xa h i kh ng nh r ng nhi m v c a doanh nghi p l xc nh nhu c u, mong mu n va l i ch c a cc th tr ng m c tiu va th a mn chng b ng nh ng phng th c c hi u qu hn (so v i i thu c nh tranh) ng th i gi nguyn hay c ng c m c sung tc cho ng i tiu dng va cho ton xa h i.
Marketing
Marketing
4. Tri t ly marketing
Tng tc nh n th c
Ngy nay
S c p Cty E
Cty A
Cty B Cty C
Cng ty D
S c p
4. Tri t ly marketing
Cc doanh nghi p s lun ph i thch ng v i m t th gi i lun thay i. Do v y c n ph i c s c sng t o, s m m d o, linh ho t va nng ng nh m p ng t t nh ng nhu c u lun thay i c a khch hng. Bi t l ng nghe khch hng, hi u h , hi u nhu c u c a h v sau l cung ng nh ng s n ph m ph h p v i mong mu n c a h .
Ch c nng c a marketing
4
Marketing
C c u t ch c b ph n marketing
Marketing
11
1. M c tiu c a marketing
1. M c tiu c a marketing
L i nhu n
L i th L i nhu n
c nh tranh
L th c o hi u qu kinh doanh c a doanh nghi p. T o ra l i nhu n b ng cch m b o th a mn nhu c u c a ng i tiu dng. L i th c nh tranh c t o ra trn c s bi t mnh, bi t ng i, bi t
M c tiu
Marketing
Marketing
1. M c tiu c a marketing
An ton trong kinh doanh Marketing gip doanh nghi p phn tch v phn on nh ng bi n i trn thi tr ng N m b t c h i, h n ch r i ro. An ton nh vo vi c phn chia r i ro b ng cch a d ng ha.
a d ng ha th tr ng a d ng ha s n ph m.
Marketing Pham Van Chien, 2011 Marketing
2. Ch c nng c a marketing
Nghin c u t ng h p v th tr ng
T ch c th c hi n chi n l c
Ki m tra, nh gi, hi u ch nh
S n ph m
Product
Product
Xc ti n
Promotion
Gi c
Price
Promotion Place
dng
Phn ph i
Place
L m i ho t truy n ba nh s n ph m va m c tiu mua
Pham Van Chien, 2011 Marketing
Marketing
12
Marketing h n h p l s k t h p c
th
cc
Marketing
Marketing
Product
Product variety Quality Design Features Brand name Packaging Sizes Services Warranties
Price
List price Discounts Allowances Payment period Credit terms
Promotion
Sales promotion Advertising Public relations ...
Marketing
Marketing
4. C c u t ch c b ph n marketing
Qu trnh pht tri n quan i m v vai tro c a marketing trong cng ty
4. C c u t ch c b ph n marketing
M i m t cng ty v i nh ng c i m v tr ng va chi n l c kinh doanh ring s ch c b ph n marketing ring. s n ph m, th c cch th c t
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4. C c u t ch c b ph n marketing
M hnh t ch c theo ch c nng
TR NG PHNG MARKETING
4. C c u t ch c b ph n marketing
M hnh t ch c theo a ly
TR NG PHNG
MARKETING
B ph n Qu n tr marketing
B ph n Qu ng co v khuy n mi
B ph n Tiu thu
B ph n Ng / c u marketing
B ph n Pht tri n SP m i
B ph n Qu n tr marketing
B ph n Qu ng co khuy n mi
B ph n Nghin c u marketing
B ph n Pht tri n SP m i
- u i m: - Nh c i m:
Khu v c A
Khu v c B
Khu v c C
4. C c u t ch c b ph n marketing
M hnh t ch c theo s n ph m ho c nhn hi u
TR NG PHNG MARKETING
4. C c u t ch c b ph n marketing
M hnh t ch c theo th tr ng
TR NG PHNG
MARKETING
B ph n Qu n tr marketing
B ph n Qu ng co khuy n mi
B ph n Qu n tr s n ph m
B ph n Nghin c u marketing
B ph n Pht tri n SP m i
B ph n Qu n tr marketing
B ph n Qu ng co khuy n mi
B ph n Qu n tr Thi tr ng
B ph n Nghin c u marketing
B ph n Pht tri n SP m i
S n ph m A
S n ph m B
S n ph m C
Thi tr ng cc t ch c
Thi tr ng th gi i
M hnh ny thch h p v i cc doanh nghi p cung c p s n ph m cho nhi u lo i thi tr ng khc nhau.
Marketing Pham Van Chien, 2011
4. C c u t ch c b ph n marketing
M hnh t ch c theo ma tr n
TR NG PHNG MARKETING B ph n Qu n tr thi tr ng B ph n Qu ng co khuy n mi B ph n Qu n tr S n ph m B ph n Nghin c u marketing B ph n Pht tri n s n ph m m i
S n ph m A
S n ph m B
S n ph m C
p d ng cho DN
Thi tr ng X
Thi tr ng Y
Thi tr ng Z
Marketing Pham Van Chien, 2011
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