Chng 1

TNG QUAN V MARKETING

Marketing cn bn

Chng 1

Mc tiu chng
1. Trnh by qu trnh pht trin v cc quan im marketing 2. Lm r khi nim v marketing, qu trnh marketing trong doanh nghip 3. Phn tch nhng nguyn tc, mc tiu v vai tr ca marketing 4. Phn tch khi nim marketing mix v cc thnh phn ca n 5. Nghin cu nhng thch thc cho marketing trong thi i mi v o c ngh Marketing

Ni dung chng
1. Cac quan im v marketing 2. Khai quat chung v marketing 3. Ni dung qu trnh marketing 4. Khai nim marketing mix 5. Marketing trong thi i mi v o c ngh nghip

MARKETING HIN I

MARKETING TRUYN THNG

1.1 Qu trnh pht trin marketing Sn xut hng ha

Trao i
Quan h gia ngi bn vi ngi mua

Quan h gia ngi bn vi ngi bn

gii quyt quan h mu thun v y mnh tiu th hng ho S ra i ca marketing

1.1 Qu trnh pht trin marketing

Hin tng marketing xut hin t 1965 ti Nht Bn u th k 19, marketing c nghin cu mt cch c h thng u th k 20 marketing c a vo ging dy ti cc trng i hc ca M Vo nhng nm 50, 60 ca th k 20, marketing c truyn b mnh m sang cc nc Chu v c ng dng khp mi ni trn th v trong mi lnh vc

1.2 S pht trin marketing Vit Nam

Trc 1975

1988

Hin nay

1975 - 1985

1989

1.3 Cc quan im- chc nng marketing Marketing nh hng sn xut Marketing nh hng sn phm Marketing nh hng ban hng Marketing nh hng vo nhu cu Marketing x hi

1.3.1 Marketing nh hng sn xut Ngi tiu dng s a thch nhng sn phm c bn rng ri v gi h

"Bt k khach hng no c th c mt chic xe c sn bt k mu ng ta mun cho ti khi n vn l mu en"

HENRY FORD

1.3.2 Marketing nh hng sn phm

Ngi tiu dng s a thch nhng sn phm c cht lng cao nht, cng dng nhiu hay c nhng tnh nng mi
General Motor ni: Lm sao m cng chng c th bit c mnh mun c loi xe no khi m h cha thy l c nhng loi no?
GM khng thm d khch hng xem h mun g v cha h cho php nhng ngi lm marketing tham gia ngay t u gip hnh dung c loi xe nh th no th bn c
S THIN CN TRONG MARKETING

1.3.3 Marketing nh hng bn hng

Ngi tiu dng thng t ra c thi ngn ngi trong vic mua hng nn cng ty cn c y cc cng c bn hng v khuyn mi kch thch mua hng nhiu hn

1.3.4 Marketing nh hng vo nhu cu

Cha kho t c nhng mc tiu ca t chc l xc nh c nhng nhu cu cng mong mun ca cc th trng mc tiu v m bo mc tho mn mong mun mt cch hiu qu v hiu nng hn i th cnh tranh.
Th trng mc tiu

Kh nng thu li

Nhu cu khch hng

Marketing phi hp

1.3.5 Marketing x hi
Doanh nghip khng nhng phi tho mn ng nhu cu v i hi ca khch hng, ap ng mc tiu ca doanh nghip, m cn phi m bo quan tm n li ch ca cng ng v x hi
X hi

Khch hng

Cng ty

Cu hi tho lun nhm

Theo cac anh ch trong nm quan im marketing: Sn xut Sn phm Bn hng Nhu cu X hi Quan im no ang c ng dng rng ri ti th trng Vit Nam? Ti sao?

Marketing truyn thng v marketing hin i

Marketing truyn thng: cp n cc hot ng chnh ca cc doanh nghip trong thi k ny l bn hng. Marketing hin i: cp n cc hot ng tm hiu, phn tch th trng, nhu cu, mong mun ca ngi tiu dng v nhng cch thc lm hi lng ngi tiu dng.

MARKETING HIN I

MARKETING TRUYN THNG

Marketing truyn thng v marketing hin i

Tiu ch
im khi u i tng quan tm Marketing Truyn Thng Nh sn xut Sn phm

Marketing Hin i
Th trng Nhu cu khach hng Tng hp n lc marketing Li nhun thng qua tho mn nhu cu ngi tiu dng v li ch x hi

Phng tin Ban sn phm v t mc ch c ng Li nhun thng Mc tiu cui qua tng khi cng lng ban

2.1 Cc thut ng cn quan tm

Nhu cu
Mong mun
Sn phm Trao i

Kh nng thanh ton

Th Khch trng hng

2.2 Khi nim v bn cht ca Marketing

Marketing l qu trnh qun tr nhn bit, d on v p ng nhu cu ca khch hng mt cch c hiu qu v c li (CIM- UKs Chartered Institue of Marketing) Marketing l tin trnh hoch nh v thc hin s sng to, nh gi, chiu th v phn phi nhng tng, hng ha v dch v to s trao i v tha mn nhng mc tiu ca c nhn v t chc (AMA- American Marketing Association, 1985)

2.2 Khi nim v bn cht ca Marketing

Marketing l tin trnh qua cc c nhn v cc nhm c th t c nhu cu v mong mun bng vic sng to v trao i sn phm v gi tr gia cc bn
(Nhng nguyn l tip th, Philip Kotler v Gary Armstrong, 1994)

Marketing l mt h thng cc hot ng kinh doanh thit k hoch nh, nh gi, chiu th v phn phi sn phm tha mn mong mun ca nhng th trng mc tiu nhm t c nhng mc tiu ca t chc
(Fundamentals of Marketing, William J.Stanton, Michael J. Etzel, Bruce J. Walker, 1994)

2.2 Khi nim v bn cht ca Marketing

Marketing l mt qu trnh x hi m trong nhng c nhn hay nhm c th nhn ra c nhng th m h cn thng qua vic to ra v trao i t do nhng sn phm, dch v c gi tr vi ngi khc

Philip Kotler

2.2 Khi nim v bn cht ca Marketing

Nhn xt:
Marketing l tin trnh qun tr Hot ng marketing hng theo khach hng Tha mn nhu cu khach hng mt cach hiu qu v c li Trao i l khai nim quyt nh to nn mng cho marketing Marketing l c xem l hot ng qun tr nhu cu th trng

2.2 Khi nim v bn cht ca Marketing Marketing l hot ng ca con ngi nhm p ng hay tho mn cc nhu cu v mong mun thng qua tin trnh trao i hng ho

2.3 Khc bit gia quan im marketing v bn hng

Xut pht
Nh my

Tp trung
Sn phm

Phng tin
Ban v c ng

Kt qu
Li nhun t c thng qua doanh s ln

Quan im bn hng

Th trng mc tiu

Nhu cu khch hng

Tip th phi hp

Li nhun thng qua tha mn khch hng

Quan im marketing

3. Mc tiu ca Marketing

Ti a ha s tiu th

Ti a ha s tha mn ca khch hng

Ti a ha cht lng cuc sng

4. Vai tr v chc nng ca marketing

4.1 Vai tr ca Marketing

Hng dn doanh nghip ngh thut pht hin nhu cu, lm hi lng khch hng, to th ch ng trong kinh doanh L cu ni doanh nghip thc hin tt cc mi quan h v dung ha li ch gia cc bn Cng c cnh tranh

L trai tim cho mi hat ng ca doanh nghip

4.2 Chc nng ca Marketing

A
Chc nng ca Marketing

Tiu th sn phm Nghin cu th trng

B
C

T chc qun l Hiu qu kinh t

D

4.3 Nguyn tc ca Marketing

Chn lc
Tp trung

Qu trnh

Gi tr khch hng
Li th khc bit

Phi hp

5. Phn loi marketing

Quan im h thng

Marketing v m Marketing vi m

Lnh vc ng dng

Marketing cng nghip Marketing thng mi Marketing ni a Marketing quc t Marketing xut khu Marketing nhp khu Marketing dch v Marketing hng tiu dng

Marketing trong kinh doanh

Marketing phi kinh doanh

6. Qu trnh marketing

R
R:

S.T.P

MM

Research

S.T.P:
MM: I: C:

Segmentation, Targeting, positioning

Marketing - mix Implementation Control

7. MARKETING - MIX
Marketing - mix l tp hp cc yu t bin ng c th kim sot c ca Marketing m cng ty phi hp to ra s ap ng theo mong mun ca th trng mc tiu.

MM

Price

Place
Product

Promotion

Quan h gia 4P v 4C
M hnh 4C ca Robert Lauterborn (1990) (tng xng m hnh 4P caMcCarthy)

Nh SX 4P
Product

Khch hng 4C
Customer solution (nhu cu v c mun) Customer cost (chi ph) Convenience (tin li)

Price
Place Promotion

Communication (thng tin)

Nguyn tc phi hp trong Marketing - mix

Phi hp linh hot Phi hp ng b

Cc yu t nh hng n hat ng marketing - mix

Khch hng

i th cnh tranh
Sn phm

Uy tn doanh nghip
Mc tiu marketing

Mi trng

7. Thch thc cho Marketing trong thi i mi S phat trin ca marketing phi li nhun S bng n ca CNTT v Internet Ton cu ha kinh t th gii Trach nhim x hi v o c ngh nghip

o c trong marketing
Cc quan im v o c trong marketing:

Quan im v li
Hnh vi v quyt nh c xem l c o c khi chng tun theo cac chun mc v phc v cho li ch ca i a s trong x hi

Quan im nhn quyn

Nhng hot ng mang tnh o c phi da trn c s quyn con ngi

Quan im cng bng v cng l

Da trn c s bnh ng, cng bng, cac bn cng c li

Ti sao phi xem trng vn o c trong marketing?

Cng ty

X hi

Khch hng

Chun b cho bi sau:

c chng 2: Mi trng marketing Chn dng ti kt thc mn ng k vi ging vin

Trao i & Tho lun

Chn thnh cm n!