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    m1 Marketing Can Ban Vieclamvui PDF

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    Florence Johnson Nicole

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    of 280
    Chi Bién: Th.S Dinh Tién Minh Th.S Quach Thi Btu Chau Th.S Nguyén Van Trung Th.S Bao Hodi Nam Gido trinh MARKETING CAN BAN MMB NHA XUAT BAN LAO DONG - 2012 LOI MO DAU Cong cudc ddi méi kinh té cua Vit Nam trong théi gian qua da dat duge nhiéu tién b6 dang ké trén nhiéu Tinh vue. Sau khi Lut Dau tw Nuée ngoai duge ban hanh vao nim 1987, Viét Nam da thu hat ngay cang nhiéu cdc nha dau tr trén thé gidi, dac biét la tir mot sé nuée c6 nén kinh té phat trién nhu M9, Anh, Php, Ditc, Nhat, Singapore... Tu duy va ky nang quan ly méi cling du nhap vio Vigt Nam. Nhing kinh nghiém thuc tién rat ra tir cdc hoat déng trao déi thuong mai véi cde nude gitip ching ta c it nhiéu trong céng tac quan ly, diéu hanh va vach ra ké hoach phat trién cho tuong lai, Qua trinh hOi nhap cla Vigt Nam vao khdi céc Quéc gia Dong Nam A (ASEAN) ciing nhu viée tham gia vao Khu vue Mau dich tr do ASEAN (AFTA) nim 1995 va vao T6 chite Thuong mai Thé gidi (WTO) nam 2006 da minh chimg cho sy tién b6 nhanh chéng, vugt bac cia mot dat nude ma cach day chi vai thap nién van con rt kho khan, bo ngo véi phong céch quan ly hién dai Cung véi sy phat trién kinh té x4 hoi, trong cdc truéng dai hoc tai Vigt Nam nhiéu mén hoc cung cap kién thite va ky nang quan ly méi nhu Quan trj Tai chinh, Quan trj Ngudn nan lye va dac biét la Marketing da duge dua vao giing day. Mét s6 tua séch chuyén nganh ting da duoc dich sang tiéng Viét dé sinh vién c6 co h6i hoc tip va nghién ciru. c Marketing, chting ta da thdy c6 rat nhiéu tya sach Trong linh y duoc dich va bay ban trén thj trudng. M@i tac gid hay nhém tac gid di cb ging het site minh dé bién tp lai cho pha hop hon véi méi truong kinh doanh khé phitc tap tai Viét Nam. Déi véi ching t6i, muc tiéu cia trinh nay cing khong ndm ngoai ¥ twang dé. Ching toi mong mudn vi tiép cho nhu edu rong lén nay va huéng dén ddi tuong la sinh vién céc hé dang duge dao tao tai cde trudng dai hoc trén ca nude. Trong qué trinh bién soan, ching t6i 6 ging tham khdo nhiéu ngudn tai ligu trong va ngoai nuée, cling nhw két hop véi kinh nghiém giang day tich Itty duge. Gido trinh nay duge viét thanh 5 phan véi 12 chuong, PHAN 1: GIOI THIEU VE MARKETING Y Chuong 1: Nhap mén Marketing PHAN 2: MOI TRUONG MARKETING - LA CHON TH] TRUONG MUC TIEU VA DINH VI Y Chuong 2: Méi trudng Marketing Y Chuong 3: Hanh vi khéch hang Y Chuong 4: Nghién citu Marketing ¥ Chuong 5: Phan khtic, liza chon va dinh vj thj trong PHAN 3: CAC CHIEN LUQC MARKETING Y Chuong 6: Chién luge san phim Y Chuong 7: Chién luge dinh gid Y Chuong 8: Chién luge phan phéi Y Chong 9: Chién luge xtc tién PHAN 4: TO CHUC THYC HIEN MARKETING Y Chuong 10: Lap ké hoach, t6 chit, thuc hién va kiém sodt Marketing PHAN 5: CAC HOAT DONG MARKETING KHAC Y Chuong 11: Marketing dich vy Y Chuong 12: Marketing quéc té Trong qué trinh viét giéo trinh nay, m&c di ching t6i da co nhiéu nd Iye a8 bién soan nhung chac chan khéng thé trénh khoi thiéu sot. Chting tdi rat tran trong va biét on ban doc o6 nhiing ¥ kién déng gép cho cuén sdch dé lan tdi ban sau duge t6t hon. Moi trao ddi gép ¥ xin vui long goi vé Khoa Thong Mai - Du Lich - Marketing, truéng Dai Hoc Kinh Té TP.HCM, sé 54 Nguyén Van Thi, Ql, TP.HCM. Ching téi chan thanh cém on. TAP THE TAC GIA 02/2012 Mue luc MUC LUC LOIMO DAU PHAN 1: GIGI THIEU VE MARKETING. CHU®ONG 1: NHAP MON MARKETING (MARKETING INTRODUCTION 1.1 SU RA DOI VA PHAT TRIEN CUA MARKETI 11.1 Sy ra d0i cla Marketing 1.1.2. Cée giai doan phat trién ctia Marketing. 1.1.2.1 Giai doan hnréng theo san xudt (Production Orientation Stage) . : 1.1.2.2. Giai doan huéng theo san phdm (Product Orientation Stage)... 1.1.2.3. Giai doan hucng theo ban hang (Sales Orientation Stage)... 1.1.2.4 Giai doan huéng theo Marketing (Marketing Orientation Stage) — con goi la hung theo khéch hang... 1.1.2.5 Marketing x4 hi (The Societal Marketing Concept) 1.2 KHAINIEM MARKETING... 1.2.1 M6t sé thudt ngtt trong Marketing 12.1.1 Nhu cdu (Needs)... Mong muén (Wants)... Sé cau (Demands)... San phdm (Products)... Trao déi (Exchanges) . ‘Thi truéng (Market)... Khach hang (Customers)... Nguoi tiéu ding (Consumers)... Marketing céin bin 1.2.1.9 Gia tr] cm nhan cua ngudi tigu ding (Customer Perceived Value)... 1.2.2. Khdi niém va ban chat cia Marketin; 1.2.3 Khée biét gitta quan diém Marketing va quan diém ban hang. 13 MYC TIRU VA CHUC NANG CUA MARKETING... 1.3.1 Myc tiéu ciia Marketing 1.3.2. Chite ning ctia Marketing.. 14 TIEN TRINH MARKETING 1.52.1 San phdm (Product)... 1.522 Gia Price) 1.5.2.3 Phan phéi (Place).. 2.4 Xi tién (Promotion). 1.5.3 Cac yéuté anh huéng dén Marketing mix. 1.6 PHAN LOAI MARKETING wou 1.6.1. C&n ctr vao Tinh vuc hoat déng. 1.6.2 Cn cit vao qui mé, tim véc hoat dé 1.6.3 C&n ctr vao pham vi hogt déng. 1.6.4 C&n ctr vao khéch hang... 1.6.5 Can cit vao dic diém cau tgo san pham, CAU HOI ON TAP CHUONG 1.. PHAN 2; MOI TRUONG MARKETING, LUA CHON THI TRUONG MYC TIEU & BINH VI... CHUONG 2: MOI TRUONG MARKETING (MARKETING ENVIRONMENT)... 2.1 MOITRUONG Vi MO (MACRO-ENVIRONMENT). 21.1 Dansé 2.1.2 Kinhté 6 213 214 215 2.1.6 2.2 MOITRUONG VIMO. (MICRO-1 ENVIRONMENT). es 2.2.1 Doanh nghiép 2.2.2. Nha cung img 2.2.3. Céc trung gian Marketing, 224 Khéch hang. 2.2,5° B6i thd canh tranh. 2.2.6 Céng ching ... CAU HOI ON TAP CHUONG 2. CHUONG 3: HANH VI KHACH HANG (CUSTOMER BEHAVIOURS).. 3.1 HANH VI MUA HANG CUA NGUOI TIEU DUNG (CONSUMER BUYING BEHAVIOUR) 3.1.1 M6 hinh hanh vi mua hang cia ngudi 3.1.2 Nhimg nhénté nh hudng dén han vi mua ca cia ngudi tiéu ding. 3.1.2.1 Cée nhinté tam ly 3.1.2.2 Céc nhdn t6 cé nhan, 3.1.2.3 Cécnhanté vin hoa 3.1.24 Céc nhin t6 xa hoi 3.1.3. Cée dang hanh vi mua sf 3.1.3.1 Hanh vi mua phtte tap (Complex buying sda. 3.13: Hanh vi mua théa higp We reducing buying behaviour) 3.13.3 Hanh vi mua theo théi quen (Habitual buying behaviour) 3.13.4 Hanh vimua nhieu Iya chon (Variety — seeking buying behaviour) Marketing ccin ban 3.13.5 Tiéntrinh ra quyét dinh m 3.2. HANHVIMUA HANG CUA TO CHUC cmutnnnnn 3.2.1 Cac loai thj trong t6 chitc.. 3.2.1.1 Thi trudng cOng nghiép (Industrial market) 3.2.1.2. Thj trudng ngudi bin lai (Reseller market) 3.2.13. Thi trudng céc co quan chinh phi (Government market) 3.2.2. Nhting dic tinh eda cdc thj trudng 16 chite 3.2.2.1 Két cu th trréng va cde Ac tinh cia cd 3.2.2.3 Cac dac tinh khac. 3.2.3. Hanh vi mua cia khéch hang 16 cht. Nhimg ngudi tham gia vao qua trinh mua hang. 3.2.4 Céc loai quyét dinh mua va tién trinh ra quyét dinh mua, 3.2.4.1 Mua hang lap lai khéng cé thay di 3.24.2 Mua hang lip lai o6 diéu chinh.. 3243 Muaméi TOM TAT CHUONG CAU HOI ON TAP CHUONG 3... CHUONG 4: NGHIEN CU'U MARKETING (MARKETING RESEARCH)... 4.1 KHAINIEM VE NGHIEN CUU MARKETING 42 CAC LOAIHINH NGHIEN CUU MARKETING .u.. 4.2.1 Dyavao myc tiéu nghién eiru cé nghién ciru co ban va nghién ctra img dung... Muc luc 4.2.2 Dya vao céch thite nghién citu c6 nghién cimu tai ban va nghién ciru tai hién truing . 4.2.3. Dya vao dac diém thong tin cé nghién citu dinh tinh va nghién cu dinh lugng. 4.2.4 Dua vao mite d6 am hiéu thi tudng c6 nghién ctu Khim pha, nghién ciru sob6, nghién ctu tham do. : 4.2.5 Dya vio céch thite xir ly s6 ligu dinh lugng e6 nghién ciru m6 ta va nghién ctru nhan qua, 4.2.6 Dua vao tan suat c6 nghién cifu d6t xudt va nghién ctu thuring xuyé 43 QUITRINH NGHIEN cou MARKETING (MARKETING RESEARCH PROCESS).. 43.1 Xéc dinh van dé va muc tiéu nghién ctu 4.3.2. Kay dymg ké hoach nghién ctru. 43.3 Thyc hign nghién cttu...... Es 43.3.1 Ngudn dit ligu thir cép (secondary data) . 4.3.3.2 Ngudn dit liéu so cdp (primary data)... 43.4 Trinh bay bdo co két qua nghién ctr TOM TAT CHUONG 4.. CAU HOL ON TAP CHUONG 4.. aot CHUONG 5: PHAN KHUC THT TRUONG ~ LUA CHON TH] TRUONG MUC TIEU- DINH VI TRONG TH] TRUONG (SEGMENTATION - TARGETING - POSITIONING) 5.1 KHAIQUAT VE TH] TRUONG 5.1.1 Cée quan diém vé thi trudng. 5.1.2 Phan loai thi trudng .. 52 . PHAN KHUC TH] TRUONG (MARKET SEGMENTATION). 5.2.1 Khai nigm phan kh thi truong, 5.2.2 Diéukién dé phan khie 6 higu qua. Marketing cin ban 5.2.3 Cosi phan khite thj truong 5.23.1 Phan khiic theo dia ly 5.23.2 Phan khiic theo dan sé... 5.23.3 Phin khtic theo tm Iihoc tiéu ding... 5.23.4 Phan khtic theo hanh vi 5.23.5 Phan khic thj trudng doanh nghiép... 5.2.4 Cac bude phan khite thj trong 53 LWA CHON THI TRUONG MUC TIEU. 5.3.1 Dénh gid cdc khiie thi trubng, 53.1.1 Qui md va mite ting truéng cia khuc thj tuéng, 53.1.2 Mite d6 hp dain cia kha thi truéng 53.1.3 Myc tiéu va nguén luc céng ty... 5.3.2. _Lya chon thi trudng myc tiéu... 5.3.2.1 Marketing khéng phan biét (undiffentiated Marketing) 5.3.2.2. Marketing phan biét (diffentiated Marketing)... 5.3.2.3 Marketing tp trung (concentrated Marketing) .. 5.3.3. C&nctrxdc dinh chién luge cho thi trudng myc tiéu 5.4 DINH VITRONG TH] TRUONG... 5.4.1 Khai nigm dinh vj 5.4.2 Cée mite 49 dinh vi 5.4.3 Ce chién luge dinh vi san pham .. 5.4.4 Cc bude cia qua trinh dinh vi (The process of positioning) TOM TAT CHUONG 5.. CAU HOI ON TAP CHUONG PHAN 3: CAC CHIEN LUQC MARKETING.. CHUONG 6: CHIEN LUQC SAN PHAM (PRODUCT STRATEGY)... 6.1 SAN PHAM THEO QUAN DIEM MARKETING 10 weessssnccssonnevees 123 Mue luc 6.1.1° San phim Sea 6.1.1.1 Khai niém vé sin pham. 6.1.1.2 Phan loai sin pham. 6.1.1.3 Dac tinh cia sin pham..... 6.1.2 Nhanhiéu.. 6.1.3 Bao bi- Su dong goi 6.2 CHIEN LUGC SAN PHAMsne 62.1. Céc khai niém, 62.1.1 62.1.2 Tp hop san phim 62.1.3 Chiénluge sin pl 6.2.2 C&cchién luge san phim... 6.2.2.1 Chién luge tap hop san phim 6.2.2.2 Chién luge dong sin phim 6.2.2.3 Chién luge cho timg san phim cy thé 63 NGHIEN CUU CHU KY SONG SAN PHAM.. 63.1 Khai niém vé chu ky séng sin phim 6.3.2. Dac diém céc giai doan trong chu ky séng san pham... 63.2.1 Déivéi giai doan mé dau. 63.2.2 Déi voi giai doan ting tring 63.2.3 Déi voi giai doan trudng thinh. 63.2.4 Déi voi giai doan suy thoai 6.4 CHIEN LUQC PHAT TRIEN SAN PHAM MOI 6.4.1 Khai niém vé san phim méi 6.4.2 Céc giai doan phat trién san pham mé 642.1 Timranhiing y tung méi.. 6422 Chon loc va danh gia y trong méi 6.4.2.3 Phat trién va thir nghiém khdi niém. Marketing cén ban Hoach dinh chién luge Marketing, Phan tich vé mat kinh doanh, Phat trién san pham.. ‘Thir nghiém trén thj trudng.... 64.2.8 Thuong mai héa sin phim. CHUONG 7: CHIEN LUQC DINH GL (PRICING STRATEGY) bi csntthns 143 71 GIA VA TAM QUAN TRONG CUA GIA TRONG MARKETING MIX vsnnnesnminnnimmonnnnnsinnnnmssnnnennl 6d 711 Gila gi?... 7.1.2 Tam quan trong cia gid trong Marketing mix 7.2. NHUNG NHAN TO CAN XEM XET KHI BINH GIA... 7.2.1 Nhimg yéu t6 bén tron, 72.1.1 Céemuc tiu Marketing. 7.21.2 Chién luge Marketing mix.. 7213. Vi tricia sin phim trén dug biéu dign chu ky séng.. 7.2.1.4 Chi phi. 7.2.2 Nhimg yéu t6 bén ngoai. 722.1 Kiéuthj mong... 7222 Sbchu. 7223 Gidvasin phim cia 46i thi canh tranh 722.4 Céc ché d6 chinh sch quan ly gid cia nha nude . 7.3 CAC PHUONG PHAP DINH GIA 7.3.1. Dinh gid trén co sé chi phi (cost-driven pricing)... 73.1.1 Dinh gid cng chi phi. 73.1.2 Dinh gid theo loi nhuan myc tiéu. 7.3.2. Dinh gid trén co sé gid tri khach hang 7.3.3. Dinh gid én co sé canh tranh. 733.1 Dinh gid theo canh tranh hign hanh, 12 Mue luc 165 733.2 Dinh gid ddu thiu kin 7.4 MUC TIEU BINH GIA VA CAC CHIEN LUQC BINH GIA BIEN HiNH 7.4.1 Muc tiéu dinh gid 74.2 Cac chién luge dinh gid dién hinh... 7.4.2.1 Chién luge dinh gi cho tp hop sin hey (Product Mix pricing strategies)... 742.2 Chién luge digu chinh gia Price. Aspe strategies). 7.42.3 Chién luge thay di gid Price changes strategies) TA2A san pham méi (New-product pricing 75 TIEN TRINH XAC DINH GIA BAN CHO MOT SAN PHAM MOL. TOM TAT CHUONG 7... CHUONG 8: CHIEN Lvoc PHAN PHOT (DISTRIBUTION STRATEGY)... 8.1 TAM QUAN TRONG CUA PHAN PHOI TRONG MARKETING 8.1.1° Khai nigm vé phan phéi.. 8.12 8.2 8.2.1 8.2.2. CAu trac kénh phan phéi 8.2.2.1 Kénh phan pl 8.2.2.2 Kénh phin phéi cho san phim céng nghit 8.2.3. Cac trung gian trong kénh phan phéi.. ‘Tam quan trong clia phan ph6i trong Marketing mix 8.2.3.1 Tam quan trong cia trung gian phin phéi 8.2.3.2. Céc trung gian trong kénh phan phi 8.2.4 Cac ludng hu chuyén trong kénh phan phi 8.3 LIA CHON KENH PHAN PHOI. 8.3.1 Cc can ctr dé Iya chon, Marketing can ban 8.3.L.1 Can cit vao cdc muc tiéu phn phi. 8.3.1.2 Can cit vao dic 83.1.3 Can cit vao sin phim 8.3.14 Can cir vao dic diém ciia trung gian 8.3.1.5 Can cir vao nding lye cia doanh nghiép 8.3.1.6 Can cit vao dic diém méi tng 8.3.2 Cac chién loc phan phéi 84 NHUNG QUYET DINH VE QUAN TRI KENH PHAN PHO... 8.4.1 Tuyén chon céc thanh vién cila kénh. 8.4.2 Khuyén khich,céc thanh vién hoat don; 8.43 Banh gid cdc thinh vién 85 MOT SO HOAT DONG PHAN PHOI SAN PHAM V; CHAT (PHYSICAL DISTRIBUTION) 85.1 Xirly don dat hang 85.2 Linkho... 8.5.3. Xéc dinh long hang tin kho 8.5.4 Chon phyong tign van chuyén. CAU HOI ON TAP CHUONG 8... CHUONG 9: CHIEN LUQC XUC TIEN (PROMOTION STRATEGY).. 9.1 XUC TIEN TRONG BOI CANH MOL 9.1.1 Cée khdi niém.. 911.1 Khai nigm xtc tién, 9.1.12 Hén hop xiic tié 9.1.2 Xic tién trong béi canh mé 9.1.2.1 Thdi dai truyén thong moi 9.1.2.2 Sy thay déimé hinh truyén thong Marketing. 9.2 TAMQUAN pace CUA XUC TIEN TRONG MARKETING .evsssessse Muc luc 92.1 Muec tiéu cia xtc tién ... 9.2.2. Tam quan trong cia xiie tién 9.2.3. Dac trumg cita mét s6 cdng cy xiic tién.. 93 M A SO YEU TO ANH HUONG DEN HON HOP xuc TIE 93.1. Logi sin phim/ Thi trudng 93.2 Sy sin sing mua.. 9.3.3 Giai doan hién tai trong chu ky séng cia san Fens 9.3.4 Surlya chon chién luge day hay kéo.. 9.4 KINH PHi DANH CHO XUC TIEN.. 95 QUANG CAO (ADVERTISING). 9.5.1 Khai niém va ban chat cia quang céo.... 9.5.2. Myc tiéu cia quang céo. 9.5.2.1 Nhom myc tigu hung dén s6 edu (Demand eee ye 9.52.2 Nh6m myc tigu hung dén hinh anh (Image-Oriented) 9.5.3 Phuong tign quang céo 9.6 TUYEN TRUYEN VA QUAN HE CONG CHUNG (PUBLICITY AND PUBLIC RELATIONS) 9.6.1 Khai nigm 9.6.1.1 Tuyén truyén 9.6.1.2 Quan hé céng chting... 9.6.2. Muc tiéu cla quan hé céng ching. ; 9.6.3 Métsé hinh thitc hoat déng cia quan hé céng chin; 9.6.3.1 Quan hé véi béo chi (Press relations) 9.63.2 Tuyén truyén sin phdm (Product publicity) .. 8 9.6.3.3 Truyén théng cua cong ty (Corporate communication)... 222 9.6.3.4 Van dng hanh lang (Lobbying). 9.6.3.5 Tuvan (Counselling)... 9.6.4 Métsé céng cu chi yéu cia quan hé céng ching, Marketing eéin bain 9.7 KHUYEN MAI (SALES PROMOTION)... 9.7.1 Khai niém 9.7.2. Myc tiéu cia khuyén mai 9.72.1 Muc tiéu cia khuyén mai dén trung gian phan pl 9.7.2.2 Muc tiéu khuyén mai dén ngudi tiéu ding 9.7.3. Cong cu khuyén mii. 98 BAN HANG TRUC TIEP (PERSONAL SELLING)... 9.8.1 Khai niém 9.8.2. Myc tiéu cita bin hang truc tiép 9.9 MARKETING TRUC TIEP (DIRECT MARKETING).. Khai nigm Loi ich cla Marketing truc tigp.. Muc tiéu cia Marketing tru ti M6t sé hinh thite ciia Marketing tryre PHAN 4: LAP KE HOACH, TO CHUC,.THYC HIEN MARKETING. ai CHUONG 10: LAP KE HOACH, TO CHUC, THY'C BIEN VA KIEM SOAT MARKETING (PLANNING, ORGANIZING, IMPLEMENTING AND CONTROLLING MARKETING)... 10.1 QUI TRINH QUAN TRI MARKETING... 10.1.1 Khai nigm. 10.1.2 Qui trinh quan tri Marketing. 10.1.2.1 Phin tich céc co héi trén thi trong (Analyzing market opportunities)... 10.1.2.2. Nghién citu, Iya chon thi trukmg muc tiéu (Researching and Selecting target market)... 10.1.2:3 ‘Thiét lap cac chin lute Marketing (Designing Marketing strategies) 16 ye Muc luc 10.1.2.4 Hogch dinh chuong trinh Marketing Planning Marketing program)... 10.1.2.5 Té chitc, trién khai va kiém soat cdc né lye Marketing (Organizing, Implementing and Controlling the Marketing efforts)... 10.2. KE HOACH MARKETING cesses 10.2.1 Khai niém. 10.2.2 N@i dung cia m6t ké hogch Marketing 10.3. THUC HIEN MARKETING 10.3.1 Khai nigm. 10.3.2 NOi dung thyc a 10.3.3. Mét sé ky nang Marketing... 10.4 TO CHUC MARKETING. 10.4.1 Té chttc theo chite nang (Functional Organization) 10.4.2. Té chtic theo dia ly (Geographical Organization) 10.4.3. T6 chite theo san phim, nhan higu (Product and Brand Management Organization)... 10.4.4 Té chic theo khach hang (Customer Management Organization) rs 10.5 DANH GIA VA KIEM SOAT MARKETI 10.5.1. Muc dich... 10.5.2. Noi dung. 10.5.2.1 Kiém soat ké biped nam, 10.5.2.2 Kiém soat kha ning sinh loi 10.5.2.3 Kiém soat higu qua.. 10.5.2.4 Kiém soat chién luge. PHAN 5:_CAC LOAI HINH_ MARKETING KHAC.... CHUONG 11: MARKETING DICH TEU VIEN WHL39 Marketing céin ban 11.1 DINH NGHIA VE SAN PHAM DICH VU... 1.1.1 Dinh nghia 11.1.2. Céc logi hinh dich vu 11.1.3. San pham dich vy va dich vu hé tro khéch hang, 11.1.4 Sw giao thoa gitta san pham dich vy va sin phdm hitu hinh.. 11.2 VAITRO VA XU THE CUA DICH VU TRONG NEN KINHTE..... 11.3. SY’KHACBIET GIU'A MARKETING SAN PHAM HOU HINH VA MARKETING DICH VU 11.3.1 Tinh v6 hinh cia san phém (intangibility)... 11.3.2. Tinh khéng nhat quén (Heterogeneity) 11.3.3 Tinh déng thdi gitta tiéu diing va san xuat (Stimultaneous production and consumption’ 11.3.4 Tinh dé tan lui (Perishability).. 11.4 TAMGIAC MARKETING DICH uM (SERVICE MARKETING TRIANGLE) .cccsessscesene 11.4.1 Marketing ngoai vi 11.4.2 Marketing n6i tai 11.4.3 Marketing tuong téc. 11.44 Vai trd cia yéu t6 cOng nghé ky thuat trong tam gide Marketing dich vu 11.5 HON HOP MARKETING DOI VOI SAN PHAM DICH VU (SERVICE MARKETING MIX). 11.5.1 Yéuté con nguti.. 11.5.2 Yéuté ddu higu vat chét... 11.5.3 Yéu1t6 qui tinh. CHUONG 12: MARKETING QUOC TE (INTERNATIONAL MARKETING). 12.1 QUOC TE HOA VA CAC CONG TY QUOCTE.. 18 Mue luc CHAT CUA MARKETING QUOCT! 12.2.1 Béi canh thj trudng thé gidi hién nay... 12.2.2 Nhting théch thire di véi doanh nghiép Viét Nam khi tham nhdp thi truong thé gi 12.2.3 Khai nigm va ban chit cia Marketing quéc té 12.2.3.1 Marketing xuat khau (Export Marketing)... 12.2.3.2. Marketing tai nude s6 tai (The Foreign Marketing) 12.2.3.3 Marketing da quéc gia (Multinational Marketing) 12.2.3.4 Marketing toan cdu (Global Marketing)... 12.2.4 N6i dung Marketing quéc té.. 12.3. Kb HOACH VA CHIEN LUQC MARKETING XUAT KHAI 12.4 MUC DICH CAC DOANH NGHIEP THAM GIA TH] TRUONG THE GIOL 12.4.1 Yéut6 thic day tir thj trudng trong nude. 12.4.2 Yéu t6 thc day tir thi trudng thé gidi 12.4.3 Nhitng yéu t6é mang tinh chién luge... 12.4.4 Nhiing yéu té khéc..... Marketing céin bén MUC LUC BANG Bang 1.1: Céc giai doan phat trién cia Marketin, Bang 1.2: Khéc biét gitta Ban hang va Marketing Bang 1.3: Khai niém 4C thay thé 4P cita Lauterbor Bang 5.1: Phan khiic thj truémg ngudi tiéu ding theo dja ly Bang 5.2: Phan khuc thi trusng ngudi tiéu ding theo dan sé... Bang 5.3: Phan khiic thi bene ngudi tiéu dng theo tam If hgc tiéu ding. e Bang 5.4: Phan khtic thi iy unt Bang 5.5: Céc tiéu thite phan khic khach hing t6 chitc iéu ding theo hanh vi. Bang 5.6: Lya chon cac chién luge dinh vi céng ty Bang 7.1: Nhiing van dé nén va khong nén dat ra khi dinh gid Bang 7.2: Hé qua cla nhimg gid bo thdu khdc nhau trén Igi nhudn dy kién Bang 7.3: Céc loai chién hrgc gi Bang 9.1: Dac trung cia mét sé cng cy xtic tién. Bang 9.2: Chién luge xtic tién trong cdc giai doan cha chu By sdng san pham..... Bang 9.3: M6t sé myc tiéu cia quang c4o Bang 9.4: Uu va nhuge diém ctta mét sé phuong tién quang cdo. Bang 9.5: Mét sé cong cy khuyén mai Bang 9.6: Mét s6 muc tiéu cia ban hang truc tiép Bang 12.1: Ban cau hi phan tich nganh Bang 12.2: Ban cau héi phan tich 46i thi 20 Muc luc MVC LUC HINH Hinh 1.1: Khac biét gitta ban hang va Marketing. Hinh 1.2: Myc tiéu ca Marketing Hinh 1.3: Chite ning cia Marketing: pia hign va théa man nhu cu ciia khach hang. Hinh 1.4: Mét mé hinh don gian cia tién tah Marketing. Hinh 1.5: Théa man khéch hang bing gid tr khéch hang vugt tri dé xay dymg nhiing quan hé cé loi Hinh 1.6: 4P trong Marketing mix . Hinh 2.1: Cae yéu t6 thudc méi trudng vi mé.. Hinh 2.2: Cac yéu t6 thudc méi trudng vi m6 Hinh 2.3: B6n loai déi thu canh tranh co ban... Hinh 3.1: Hanh vi mua hang cia ngudi tiéu ding, Hinh 3.2: Thép nhu cdu Abraham Maslow Hinh 3.3: Qua trinh tiép nh4n théng tin.. Hinh 3.4: Cac dang hanh vi mua sim. Hinh 3.5: trinh ra quyét dinh mua... Hinh 3.6: Phan tmg cia khach hang khong hai long... Hinh 5.1: Thj trrdng chwa phan khiie Hinh 5.2: Thj trudng phan khwie theo Hinh 5.3: Thj trudng phan khtic theo bén mite thu nhap Hinh 5.4: Marketing khong phan bi¢t. Hinh 5.5: Marketing phan biét.. Hinh 5.6: Marketing t4p trung.. Hinh 5.7: So dé minh hoa dinh vj cdc céng ty san xt Hinh 6.1: Cac nhan t6 edu thanh san pham Hinh 6.2: Chu ky song san pham.. Hinh 6,3: Cée dang khée cia chu ky s6ng sn ph Hinh 7.1: Nhing yéu t6 cdn xem xét khi dinh gi Hinh 7.2 (a): Chuyéa dong cua chi phi tai mot nha may c6 aui mé nhat dinh... 111 12 ~112 + 150 21 Marketing céin ban Hinh 7.2 (b): Chuyén dong cia chi phf qua cdc nha may 06 kich 6 khac nhau.. Hinh 7.3: Chi phi trén mi don vi san pham xét theo ham s6 san xuat theo kinh nghiém (Function of Production experience) Hinh 7.4: Duong nhu cau... Hinh 7.5: M6 hinh 3C’s (Costs - Competitors- Customers) trong thiét ké git Hinh 7.6: Biéu dé xac dinh diém hda von, Hinh 7.7: Cac muc tiéu cita chién luge dinh gid . Hinh 7.8: Trinh ty phan img cia doanh nghigp trudc su thay d6i gid ciia déi thi canh tranh Hinh 8.1: C4u tric kénh phan phéi san pham tiéu ding Hinh 8.2: Céu tric kénh phan phéi san phdm cong nghiép. Hinh 8.3: Hé théng phan phdi da kénh.. Hinh 9.1: Tién trinh truyén thong... Hinh 9.2; Méi quan hé gitta muc tiéu xtic chon va mé hinh AIDA. Hinh 9.3: Tinh higu qua cia céc cOng cy xtc tién trong céc giai doan sin sang cla ngudi mua. Hinh 9.4: Tinh higu qua cia cdc hoat dong xtic tién trong céc giai doan cia chu ky s6ng san pham... Hinh 9.5: Chién luge day va chién luge kéo Hinh 10.1: Phan tich, hoach dinh, thyc hign va Marketing Hinh 10.2: Té chit bd phfin Marketing theo chife ning Hinh 10.3: Té chiie bd phn Marketing theo dia ly Hinh 10.4: Té chite bd phan Marketing theo san phdm ho¥e nhan higu. tinh Iya chite bd phfn Marketing theo khdch hang... Hinh 11.1: Tam giéc Marketing dich vu... Hinh 11.2: Tam giéc marketing dich vu va cong nghé Hinh 12.1: Qui trinh lap ké hoach Marketing xuat khé 22 Phén 1: Gidi thigu vé Marketing PHAN 1: GIGI THIEU VE MARKETING 23 Chuong 1; Nhép mon Marketing CHUONG 1: NHAP MON MARKETING (Marketing introduction) Muc tiéu chong 1: s& Gidi thiéu sy hinh thanh va phat trién cia Marketing. + Gidi thiéu mét sé khdi niém Marketing, tir dé rit ra ban chat cia Marketing. + Chi ra tm quan trong cia Marketing. sé Trinh bay cc chire nang co ban cia Marketing. 25 Marketing can ban 1.1 SU RA DOI VA PHAT TRIEN CUA MARKETING 11.1 Sra doi ciia Marketing Khi san xudt hang héa ra doi va phat Bien, sw trao déi cling pe trién theo. nén vié c6 ¥ nghia dac biét quan as déi véi moi ‘doanh ep. ir qué trinh trao déi, c6 nhiéu méi quan hé mau thun, trong 46 c6 hai méi mau thuain chinh yéu: - Mau thufin ote PERI RENTae ngudi ban ludn muén bén nhigu hang, bin véi gié cao dé c6 nhiéu Toi; ngugc lai ngudi mua mun mua voi gid thap dé c6 thé mua durgc nhiéu. - Mau thudn [SaIS TSAR gos bday nhiing ngudi ban déu muén Idi kéo khéch hing vé phia minh, gianh va chiém gitr nhimg thj trudng thuan loi. Hai mau thudn nay tén tai khdéch quan va Két qua cia hai mau thudn nay 1a _ BE . tai va phat trién, cc doanh nghigp dura ra nhiéu gidi phap dé “dy man bn hang nh: iéu y mud ae 2 8 kich thich lng ham ~ taubn cla e Nhimng giai phép nhw trén 1a nhim gidi quyét nhtng mau thudn gitta ngudi bén vi ngudi mua va ngudi bén voi ngudi ban. Dé cing I nhimg nGi dung dau tién ciia cdc hoat déng ma ngay nay goi la | Marketing. Marketing 1a mét thuat ngit tiéng Anh duge str dung dau tién vao nam Tuy cc hoat dong Marketing c6 tir rat lau nhumg khéi nigm chi hinh thanh tir |. Tréi qua qué trinh hinh thanh va phat trién, néi dung cila Marketing ngay cng dugc ho’n thién va phong phd, Ngdy nay Marketin; Crt RE ase eee” i ng pin va trén thé gidi. 26 Chutong 1: Nhép mén Marketing 1.1.2 Cac giai dogn phat trién cia Marketing Cho dén nay, qué trinh phét trién céc quan diém Marketing da trai qua céc giai doan tién héa chit yéu sau: 1.1.2.1. Giai dogn huéng theo san xuit (Production Orientation Stage) ‘Tnurée ndim 1930, céc cOng ty chi t€p trung vao vige sin xuat. Cae nha didu hanh sin xuat va cdc ky su 1A ngudi cé anh hudng quyét dinh hogch cita c6ng ty. Giai doan nay phi hgp véi hai tinh hudng: thir nhat 1a khi nhuedu thi trrdng 1én hon kha nang cung)tmg, thir hai 1a Khi chi phi san xuat qué cao va éc ting nfing suat la cn thiét dé kéo chi phi xudng. Cfc nha sn xudt c6 b@ phan ban hang, nha quan tri ban hang c6 nhiém vu quan ly luc hrgng bén hang. Chite nang cia b6 phan bén hang dom gién Ia gidi quyér/dau ra ciia cOng ty v6i gid duoc xéc dinh béi b6 phan san xuat va tai chinh Tuong ty nhu nha san xuét, cdc nha bu6n si va nha budn lé trong giai doan nay nhan manh yao e颒hoat déng bén trong, tap trung vao higu qua va kiém soat chi phi. 1.1.2.2 Giai dogn huéng theo sin phim (Product Orientation Stage) Céic nha sin xudt Mic nay cho ring khéch hang khéng chi can 66 sinpham va khong chi quan tam dén gidithap ma cdn quan tam dén chinh san phdm, quyét dinh mua chi yéu dua trén chat Itong cla san pham. Do nguéi tiéu ding muén san pham cé chat lrgng cao nhat so véi sé tién ho bd ra nén céc nha san xuat tap trung tao ra nhiéu sin phdm€6 chat lugng a6, tinh» xo) var khong ngimg/cai/tién ching dé thu hut khéch hang. Nhiing nha san xuét gia dinh ring khéch hang mun san pham nhw vay nén ho sin xudt ra ching, Nitmg iihang imiong muda cla khiéch hang thong, khac hon nhiing sin pham.cung c4p.nén khau tiéu thy van kh6 khiin 1.1.2.3 Giai doan huéng theo ban hang (Sales Orientation Stage) Giai dogn dai khing hodng kinh té thé gidi lam thay d6i nhan thie cua céc doanh nghiép. Van dé chinh trong nén kinh té khéng con la chai trong ting cudng sin xudt ma 1a phai chi trong dén vige bén san phém Jam ra. Viéc dura ra sin phd t6t van chua dim bao sy thanh cng trén thi trong, Cée nha quan ly nhin théy ring dé ban durgc san phim trong mot, moi trudng ma ngudi tiéu. thy ¢6 nhieu co hi Iya chon ddi hoi nhing né lye xtic tién ding ké. ‘Trong giai dogn huéng theo ban hang, cc hoat dng khuyén khfch khdch hang mua duge sir dung ram r9 dé ban nhiing san pham ma cOng ty da sin 27 Marketing cdn ban xuat. Trong giai dogn nay nhig hoat d6ng bén hing va nhiing nhd quan tr] én hang bat dau duygc coi trong va c6 nhiéu tréch nhiém hon trong céng ty. Chinh trong giai dogn nay, nhing céch bin hang qué tich cu (hard sell) nhu thd ép, van dong khéch hang mua san pham cé sin va nhimg cach ban hang phi dao disc duge thyc hién. Két qua la tat c cdc hoat déng bin hang phai génh chiu nhig tiéng x4u. Day la hinh thite Marketing truyén thong. 1.1.2.4 Giai doan hwéng theo Marketing (Marketing Orientation Stage) — con goi lA hwéng theo khach hang Sau chién tranh thé gidi lan thir hai, nhu cdu gia ting nhanh chong & Khap céc nude. Céc nha sin xudt gia ting sin Iuong. Ho cing sir dung céc hoat déng ban hang va xtic tién dé day manh tiéu thy. Tuy nhién, lic nay ngudi tiéu thy khong dé bi thuyét phuc. Nhitng ngudi ban nhan thay rang nhitng nam chién tranh da lim thay déi céc gidi tiéu thy va dua ngudi phy nd tham gia vao lye Iugng lao dong trong x4 hdi nhiéu hon. Ngudi tiéu thy c6 kiém thie, kinh nghiém, hiéu biét va ft bi anh huong hon. Ngoai ra, ho ¢6 nbiéu sy Iya chon. Nho nhimg ky thuat mdi img dung trong san xuat, san pham ngay cang phong phi va da dang hon, Do vay, hoat dong Marketing tiép tuc thay ddi. Nhiéu céng ty nhan thy rng ho phai sn xudt nhimg gi ngudi tiéu thy cdn. Cac céng ty xdc dinh nhu cau cia ngudi tiéu thy va thiét ké céc hoat dng ciia cong ty dé dap img nhing nhu cau nay cang hiéu qua cang tot. Trong giai doan nay hinh thire Marketing hign dai duge ap dung. Mét 86 cOng viée truéc day thuée céc bo phiin chtre nang khée nay duge giao cho bd phn Marketing giém sat hay tham gia ¥ kién nhwr kiém soat tn kho, thiét ké sin phdm, dich vu... Ngodi ra, céc hoat dng Marketing phai dugc hoach dinh trong nhimg ké hoach kinh doanh ngfin han va dai han eta cong ty. Cac nha quan tri ching nhting phai hiéu tim quan trong cla Marketing ma cdn phai ¢6 tw duy, tam nhin Marketing. 1.1.2.5 Chang bao lau sau khi duge chap nh4n rong rai trong nhiéu céng ty, Khai niém i 8 @mtich, Trong hon hai muoi nim gin Chucong 1: Nh@p mon Marketing _ Theo quan diém nay, nhiing ngudi lam Marketing phai Gan@GiEaIWAD SSHROASIRHMAChintyedc chinh sch Marketing. Dé 1a: (1) Théa m&n nhu cau va mong muén cia khéch hang. (2) Dp img nhiing Igi {ch chung, lau dai cia xa hoi. (3) Dat duge nhimg muc tiéu hoat dong cita cong ty. M6t sé doanh nghiép da MUGUGCMUORRONANGUAIEI do vige thich ting va dp dung quan diém nay. Hign nay nm quan diém Marketing ndy vin duge cc doanh nghiégp van dung khi quan tri Marketing. Theo thei gian Marketing van tiép tuc duge nghién ciru va phat trién dé ngay cing hoan thién va thich img v6i su thay d6i kinh té- xa hdi trong thi dai mdi. Cc giai doan phat trién cla quan diém Marketing duge t6m tit trong bang 1.1 sau day: Bang 1.1: Cée giai dogn phat trién ctia Marketing B Nhing dic trung va myc Marketing Tap trung dich i Ting sén lugng. San xudt | Ché tao Kiém sodt va giam chi phi. | Thu lgi nhugn qua ban hang. | Chi trong chat lugng. Cai tién san phdm, nang cao chat lugng. Tao loi nhuan qua ban hang. Ban nhimg san phdm | Xtc tién va bén hing tich cuc San phim | Hang héa Bén hang ae xudt ra __ | Thu loi nhudn nhd quay vong von éu cu cia ngudi | nhanh va mie bin cao, ban Xéc dinh nhiing diéu | Marketing lién két cdc hoat dng khich hang mong muén _ Dinh r6 nhu cau truée khi san Marketing | Yéu céu cia ngudi | xuat. mua Loi nhuan thu duge théng qua sit théa man va trung thanh cia khdch hang. Yéu cau cia khéch | Can déi gitta thod min khéch Xahgi | hang hang, Igi nhugn cng ty va Igi {ch | Loi fchcéngdéng _| lau dai cla xa héi. | Ngudn: Dya theo Philip Kotler (2000), Nhiing Nguyén ly Tiép thi, ti ban 1an 2, tap 1, Tp. CM: NXB Théng ké, trang 37. 29 Marketing céin ban 1.2 KHAI NIEM MARKETING 1.2.1 Mot sé thuat ngir trong Marketing 1.2.1.1 Nhu ciu (Needs) Nhu cdu cia con ngudi 1a trang théi thiéu hut phai duge thoa man trude hét. D6 1a nhing gi con nguéi cdn nhw thye pham, quan 4o, nha . dé tn tai, Nhimg nhu cau nay khéng do xa h6i hay nhimg ngudi lim Marketing tao ra. Chung phat sinh ti tam sinh ly va ban nang cia con ngudi. 1.2.1.2. Mong muén (Wants) Dé la hinh thai nhu cdu ciia con ngudi 6 mite do sdu hon, cy thé hon. Uée muén duge hinh thanh dia trén nhimg yéu t6 nhu van héa, tén gido, nha trong, gia dinh va ed doanh nghiép, Nhu vay, mong muén cting phat sinh tir tam sinh ly con ngudi nhung cé ¥ thir. Mong muén cia con ngudi thudng da dang hon rat nhiéu so véi nhu cdu. Marketing phai bat dau tir nhimg ddi hoi, uéc muén cia con ngudi. 1.2.1.3 $6 cau (Demands) S6 cau Ja nhtmg mong mudn vé nhimg san pham cy thé cé tinh kha nang va sy sin sing dé mua ching. Mong muén sé tro thanh si khi c6 stte mua. Doanh nghigp phai do ludng khong chi vé sé Iugng ngudi mudn co san pham ma quan trong hon 1a sé lugng ngudi cé kha nang va sin sing mua ching. Marketing khéng tao ra nhu cau (needs), nhung 6 thé tac dong uée mudn (wants). Marketing anh huéng dén sé cdu (demands) bing céch tgo ra sin pham thich hyp, h4p dan, tign dung... cho khach hang myc 1.2.1.4 San phim (Products) San phém la bat cif nhding gi duge dua ra thi truéng dé thoa man nhu chu va mong muén ciia khéch hang. Khai niém sin phim trong Marketing bao gdm ca sin pham vat chat va phi vat cht. San phim theo quan diém Marketing thé hién & nhiéu dang nhu san phim hi hinh, dich vu, théng tin, kinh nghiém, tai nang, dia diém, t6 chitc, ¥ tuéng... 1.2.1.5 Trao déi (Exchanges) Trao déi la hanh vi nhan duge vat mong muén tir mot ngudi va dura cho ho vat khée, Trao di 1a mét trong bén phuong thife con ngwdi ding 30 Chuong 1: Nhdp mén Marketing dé c6 duge sin phdm. Ba phuong thir cdn Iai 1a: ty sin xudt, tude doat, a xin cia ngudi khéc. Dé mét su trao déi mang tinh Marketing xay ra can cé nhiing diéu kign sau: ~ Phai c6 it nhat hai don vj xa hi c6 nhu cau can duge théa man. Cc bén tham gia m6t cach ty nguyén. Mdi bén ty do chap nhén hay tir chéi nhiing dé nghi. M&i bén phai c6 cai gi c6 gid tri dé trao ddi va phai tin rng sé cé nhiing Igi {ch tir syr trao ddi do. M@i bén phai cé kha ning truyén dat véi déi téc va phai c6 trach nhiém vé hanh vi cta minh. ca nhan hay t6 chtre- mdi bén phai 1.2.1.6 Thi trong (Market) Thi tring bao gém tht cd cde khdch hang c6 nhu cdu (needs) hay mong muén (wants) chua théa man, c6 kha nang va sin sing tham gia trao ddi dé thoa man nhig nhu cau hay mong muén 46, Thi trudng cla mot cong ty con cé thé bao gdm ca gidi chinh quyén va cdc nhém quan ching khéc.. 1.2.1.7 Khich hang (Customers) Khach hang 1a nhing c4 nhén hay 6 chite ma doanh nghiép dang ng céc nd lye Marketing vio. Day 14 nhiing cd nhan hay t6 chite c6 kign ra quyét dinh mua sm. 1.2.1.8 Ngw0i tiéu ding (Consumers) _Ngutdi tiéu ding bao gém cé nhfn, hé gia dinh str dung hay tiéu thy san pham. 1.2.1.9 Gia trj cam nh4n cia ngudi tiéu ding (Customer Perceived Value) a danh gid cia khch hang vé su khéc biét gitia toan bé Igi ich ctia mot san phim va tat cd chi phi b6 ra dé c6 duge sin phim, so v6i nhimg sin pham canh tranh khéc! ip dén nhimg cam nhgn ma khéch hang c6 duge tir vige sé hitu hode sit dung sin pham vuot trén nhing chi phi bo ra dé cé sin phdm, Khdch hang sin long tra gid cao néu nhur nhfn thdy nhimg gid tri tim kiém tir san phim cao hon chi phi bé ra. M6t sin phim khong dap mg duge Kotler, Gary Amstrong (2008), Principle of Marketing, 12" edition, Pearson Education International, Prentice Hall, trang 13. 31 Marketing céin ban nhu cau cia khdch hang 1A cé gid tri khdch hang? thip. Khach hang sé thdéa man hon khi gid tri khach hang cao. Nhu vay, dé tao ra gid tri khdch hang cae nha quan trj Marketing co thé tao ra su két hgp dc déo nhting Igi ich ma khéch hang muc tiéu nhgn duge bao gém chat Iugng, gid, sy thudn tién, giao hang ding han, dich vu truée, sau khi ban va cd nhting gid tri v6 hinh Khdc. Khach hang mua mét san phim cia doanh nghiép nao ma ho nhan thay co cam nh§n cao nhat. Trén day 14 nhimg khéi nigm lam nén tang cho nghién ctu va img dung Marketing trong doanh nghiép hay té chitc. 1.2.2. Khai nigm va ban chit cia Marketing Trai qua trén 100 nam hinh thanh va phat trién, ni dung cia Marketing da c6 nhiéu thay di, khi dich sang tiéng nude khée khé thé ign day di va tron ven, Do vay nhiéu nude van gitt nguyén thuat ngit bang tiéng Anh dé sir dung. Tai Viet Nam, thuat ngit nay thuong duge sir dung thay cho tir “Tiép thi”, nhat la trong giéi chuyén mon. Dusi day 14 mgt s6 quan diém va khdi niém Marketing hign dai cua cde 18 chite, higp hdi va cae nha nghién cru vé Marketing trén thé gidi duge chép nh4n va phé bién trong nhting thap nién gan day: ~ Theo CIM (UK's Chartered Institute of Marketing): “Marketing la qua trinh quan trj nhan biét, dy dodn va dap (mg nhu cau cia khéch hang mét cach c6 higu qua va cé loi”. Theo AMA (American Marketing Association, 1985): “Marketing 18 tién tinh hoach dinh va thyc hign su sng tao, dinh gid, xi tién va phan phéi nhing y twong, hing héa va dich vu dé tao ra sy trao di va théa man nhiing mye tiéu cla cé nhan va té chiro”. Theo Groroos (1990): “Marketing la nhimg hoat d6ng thiét lap, duy tri va cling c6 lau dai nhiimg méi quan hé véi khéch hang mét céch cé Igi dé dap img myc tigu cua cde bén. Digu nay duoc thyc hién bang sur trao ddi gitra cdc bén va thoa man nhiing diéu hia hen”? “Marketing la mt hé théng cae hogt dong kinh doanh thiét ké dé hoach dinh, dinh gid, xtc tién va phan phéi sin phdm thoa man mong istomer value” duge diing thay cho “customer perceived value” trong nhiéu séch ve Marketing. » Philip Kotler, Siew Meng Leong, Swee Hoo Ang, Chin Tiong Tan (1996), Marketing Management- An Asian Perspective, 8" edition, Prentice Hall, trang 37. 32 Chucong 1: Nhdp mon Marketing muén cia nhimng thj trudng myc tigu nhim dat due nhiing myc tiéu cua to chire”.‘ ~ Theo Philip Kotler (2008): “Marketing la tién trinh doanh nghiép tao ra gid tri cho khach hang va xay dyng manh mé nhimg méi quan hé voi khach hang nhim dat duge gia ty tir nhing phan img ciia khdch hang”.> Theo AMA (2007): “Marketing la toan b6 tién trinh sang tao, truyén théng va phan phéi gia tri dén khdch hang va quan trj nhing méi quan hé v6i khéch hang theo huéng cé Igi cho t6 chite va cé dong”.® Tir nhiing khdi niém trén, ching ta cé t (1) Marketing 1a tién trinh quan tr). Marketing cn dugc xem 1a mot b6 phan chitc nang trong mét t6 chite va can cd nhiéu ky n&ing quan tri. Marketing cin hoach dinh, phan tich, sp xép, kiém soat va dau tu cde nguén luc vat chat va con ngudi. Di nhién, Marketing cing can nhing ky nang thyc hign, dong vién va danh gid. Marketing giéng nhw nhimg hoat dong quan tri khdc, c6 thé tién hanh higu qua va thanh cong nhung cting 06 thé kém cdi va that bai. ‘it ra mOt vai nhan xét sau: (@) Toan b6 cc hoat dong Marketing huéng theo khach hang (Customer-oriented). Marketing phai nhan ra va thoa man nhitng yéu cau, mong mun cita khdch hang. Marketing bit dau tity tuéng vé “san pham théa man mong muén” (Want-satisfying product) va khéng ding Jai Khi hog mong muén cia khach hang da dat duge ma van tiép tue sau khi thyre hign sy trao déi. Dé lim Khdch hang hai long hon, cdc nha Marketing khéng chi quan tam dén dic trung ciia sin phdm ma con chi ¥ dén nhiing loi ich va trai nghiém do san phim tgo ra cho khach hang, (3) Marketing théa man nhu cau ciia khach hang mt céch c6 hiéu qua va cé Igi. Mét t6 chitc khong thé théa man tat ca moi ngudi trong moi hic, cde nha lam Marketing déi khi phai c6 sy diéu chinh. Higu qua 6 day c6 ngu y 1a cdc hoat dng phai phi hop véi kha nang nguon lye cia t6 chite, voi ngan séch va véi myc tiéu thyc hién cia bd phan Marketing. * William J. Stanton, Michael J.Etzel & Bruce J. Walker (1994), Fundamentals of Marketing, 10" edition, McGraw-Hill Inc, trang 6 * Philip Kotler, Gary Amstrong (2008), tai liéu da dn, trang 5. ° www.Marketingpower.com, khai niém nay dirge céc tac gia Kerin, Hartley, Rudelius, néu trong quyén Marketing ~ The Core, 2007. 33 Marketing can ban Marketing durge thyc hign trong nhing td chite phi Igi nhuan cling can quan tri cé higu qua, kiém soat chi phi nhung khéng vi lgi nhuan. ‘Trai lai, trong cdc doanh nghi¢p, kha nang tao Igi nhuan phai dug xem xét mOt cach chinh dang. Tuy nhién, nt sO cong ty chap nhén chju 16 trén m6t vai san pham hoc khu vue thi trudng dé hung dén muc tiéu chién luge rong hon, léu dai hon nhung diéu nay phai duge hoach dink va kiém sodt. N6i chung, mdt doanh nghiép khéng tao ra lgi nhuan thi khéng thé tén tai. Do vay, Marketing c6 nhiém vu duy tri va gia tang Igi nhudn. (4) Trao déi 1a khai niém tao nén méng cho Marketing. Tuy nhién, cdc hoat dong Marketing lai tao diéu kién cho qué trinh trao 461 dién ra thun loi nhim muc dich théa man nhiing ddi héi va ude muén cia con ngudi. Nhimg hoat dng Marketing thyc hién nh’m xay dymg va duy tri nhiig quan hé trao ddi cé gia tri. Céc nha quan tri Marketing mu6n xy dung nhing quan hé ving chdc voi khach hang phai to ra va cung cdp gid tri vugt trdi cho khach hang. (5) Noi dung hoat dng Marketing bao gom thiét ké, dinh gid, xue tién va phan phéi san phdm. Marketing ding nhiing phuong céch nay 4@ kich thich su trao ddi. Bang viéc thiét ké, tao sy tinh té cho san phdm, dua ra gid ban hgp ly, xay dung nhan thite va wa thich, dam bao kha ning cung cép, cdc nha Marketing cé thé lam gia ting mite ban. Do vay, Marketing cé thé duge xem 1a mét hoat déng quan tri nhu cau thi trudng. (6) Nhimg khdi nigm Marketing méi trong vai nim gan day nhan manh hoat d6ng Marketing dugc thuc hién nhim tao gid tri cho khéch hang va xay dung, duy tri méi quan hé lau dai voi khach hang. Duéi goc 46 kinh doanh, Marketing bao him nhiing hoat dong xay dung kha nang sinh Igi va hing méi quan hé trao déi cé gid tri voi khch hang. Trong tién trinh Marketing (hinh 1.1) nhing buéc dau tién déu tap trung vao nhting céng vige nham hiéu khéch hang, tao ra gié tri dinh cho khach hang va xay dymg méi quan hé chat ché voi khéch hang. Théng qua dé, doanh nghiép thu loi nh& tao ra gid tri virot troi cho khdch hang. Theo Philip Kotler, bing viéc séng tao gia tri danh cho khdch hang, doanh nghiép sé nhan duge gid tri tir khach hang thé hién qua doanh s6, Igi nhugn va hon thé nfia 1a tai sin nhén duge tir quan hé véi khach hang trong dai han.’ 7 Philip Kotler, Gary Amstrong (2008), tai liéu da dén, trang 5. 34 Chncong I: Nhdp mn Marketing 1.2.3 Khic biét gira quan diém Marketing va quan diém ban hang Nhiéu ngudi c6 suy nghi ban hang va Marketing 1a giéng nhau. Tuy nhién c6 sy khéc biét Idn gitta hai quan diém nay. Theodore Levitt phan bigt hai quan diém nay nhw sau: ban hang la nhdm vao nhu cdu cia ngudi ban, trong khi Marketing thi nhim vao nhu cau cia nguéi mua. Quan diém ban hang dé tim dén nhu cdu cia ngudi ban 1a lam thé nao dé bién san pham cia minh thanh tién mat, con quan diém Marketing thi quan tam den ¥ tuéng théa man nhimg nhu cau cia khach hang bang chinh san piles ya tat ca nhiing gi lién quan dén viée tao ra, cung ung va cuéi cing la tiéu ding san phim do® (Hinh 1.1). Hinh 1.1: Khdc bigt giita bin hang va Marketing Xuit phat — Tiéu diém — Phuong tign - Myc tiéu Quan diém Cong ty — San phim — Bén hang — Loi nhudn thong ban hang & xictién qua bin hang Quan diém (Ty grugng —Nhu edu —Phdi hyp — Loi nhud thong Marketing| myctiéu__K.Hang Marketing qua tha man Ngudn: Philip Kotler (2003), Quéin tri Marketing, Tp.HCM: N ké, trang 26. B Théng Khi doanh nghiép tao ra sin phim va c6 ging thuyét phye khdch hang mua san pham, dé 1a bén hang. Ban hang bat dau tai cong ty, dya trén nhimg san phim hién cé ciia céng ty va dya yao nhiing hoat dng ban hang va xiic tién manh 4é ban hang thu Igi nhuan. Thye té, doanh nghiép c6 gang lam cho nhu cau ciia khach hang thich img voi sin phdm duge cung cdp boi doanh nghiép. Khi mt doanh nghigp tim hiéu mong muén ciia khach hang va phat trién san phdm théa man nhtmg yéu cdu nay dé tao loi nhuén, 46 la Marketing. Marketing bat dau véi mt thi trudng da xac dinh 16, tp trung vao nhimg diéu khach hang can, phéi hop céc hoat déng dé tc dong dén khach hang va tao loi nhuan théng qua sy théa man do. * Philip Kotler, Kevin Lane Keller (2009), Marketing management, 13" edition, Pearson Education Inc., Upper Saddle River, New Jersey, trang 59. 35 Marketing cn ban Trong hoat déng Marketing, cong ty diéu chinh su cung cp theo nhu cAu ctia khach hang. Sau day la mot sé diém khac biét gitta ban hang va Marketing: Bang 1.2: Khdc bigt gitta Ban hang va Marketing Ban hang Marketing -Nhdn manh dén san | - Nhdn manh dén nhu cau va uée muén cia pham. khach hang. - Tim cdch bén nhiing san | - Xée dinh mong muén khach hang, thiét ké pham da cé sin, va phan phéi san phim dé théa man mong - Quan tri huéng theo doi nay. doanh sé ban. - Quan tr} theo huéng loi nhudn lau dai. -Hoach dinh ngfn han,| -Hoach dinh dai han, huéng dén san pham hung dén thi trudng va] —méi, thi trudng sau nay va su phat trién san pham hién tai. trong tuong lai. - Cha trong quyén Igi| - Chu trong Igi ich ngudi mua. ngudi ban. Ngudn: Dya theo Philip Kotler (2000), Nhitng Nguyen ly Tiép thi, tai ban lan 2, Tp.HCM: NXB Théng ké, trang 36. Hign nay, trong cdc cng ty Marketing dua ra triét ly va dinh huéng nhiéu hoat dong ciia céng ty. Nhing myc tiéu Marketing phan anh nhtng muc tiéu chung cia céng ty. Marketing tiép tue van nhdn manh dén phan tich va théa man khéch hang, dinh huéng nhiing ngudn Iye etia céng ty dé tgo ra san phém ma khéch hang muén va diéu chinh theo nhiing thay déi vé nhu cau va dic trung cia khdch hang. Marketing tim kiém nhiing sy khde biét thyc sy trong thj hiéu cia khdch hang va sang tao nhiing gia tri dé dap tmg, Dua theo triét ly Marketing, bén hang duge str dung dé thong dat va tim hiéu khéch hang. Nhong su khéng hai long cia khach hang sé dan dén sy thay ddi chinh sdch ban hang, 1.3 MUC TIEU VA CHUC NANG CUA MARKETING 1.3.1. Mue tiéu cia Marketing Marketing huéng dén ba mu tiéu chu yéu sau: - Thoa man khdch hang: La van 4@ séng con cia cOng ty. Cac nd lye Marketing nhaim dap img nhu cau cia khdch hang, lam cho ho 36 Chuang 1: Nhgp mén Marketing hai long, trung thanh v6i céng ty, qua dé thu phyc thém khach hang méi. ~ Chign théng trong canh tranh: Giai phdp Marketing gitip cdng ty d6i phé tot cdc thach thie canh tranh, béo dam vj thé canh tranh thudn loi trén thj trudng. Hinh 1.2: Muc tiéu ciia Marketing Khai niém Marketing Sur théa man cia khach hang khach hang Muc f | tigu cia 16 chite p ‘ es es Sy thanh céng aoe ctia t6 chire Ngudn: William J. Stanton, Michael J.Etzel & Bruce J. Walker (1994), Fundamentals of Marketing, 10" edition, McGraw-Hill, Inc, trang]. - Loi nhuan lau dai: Marketing phai tao ra mite loi nhuan can thiét gitip cng ty tich lay va phat trién, Su trung thanh cia khdch hang lién quan mat thiét vi kha nang sinh loi cita cong ty trong hién tai va ca trong tuong lai. 13.2 Chite nang ciia Marketing _ Chie ning co ban clia Marketing 1a dya trén sy phan tich moi trudng 48 quan tr} Marketing, cy thé la ~ Phan tich méi trudng va nghién ciru Marketing: dy béo va thich tmg Vi nhimg yéu 16 méi trudng anh huéng dén sy thanh céng hay that bai; tap hop cdc théng tin dé quyét dinh céc vin dé Marketing. M@ rong pham vi hoat déng: Iya chon va dura ra céch thite tham nhap nhig thj truéng méi. Phan tich ngudi tiéu thy: xem xét va danh gid nhimg dic tinh, yéu ién trinh mua cia ngudi tiéu thy; Iya chon céc nhom ngudi tiéu thy dé huéng cdc n} lye Marketing vao. 37 Marketing cain ban Hinh 1. Hoach dink, san phdm: phat trién va duy tri san pham, dong va tap hop sin pham, hinh anh sin phm, nhén higu, bao bi; logi bé san pham yéu kém. Hoach dinh phan phi: x4y dyng méi lién hé voi trung gian phan phéi, quan ly dy tr, tin kho, van chuyén va phan phéi hang héa va dich vy, ban si va ban le. Hoach dinh xic tién: théng dat véi khach hang, véi céng chung va cde nhém khdc théng qua céc hinh thite celia quang edo, quan hé céng ching, ban hang c4 nhdn va khuyén mai. Hoch dinh gia: xéc dinh cae mite gid, ky thuat dinh gid, céc didu khoan bén hang, diéu chinh gid va str dung gid nhu mét yéu t6 tich cuc hay thy déng. Thyc hign kiém soat va danh gié Marketing: hoach dinh, thyc hién va kiém soat cdc chuong trinh, chién luge Marketing, dinh gid cdc rii ro va loi ich cha cdc quyét inh va tap trung vao chat lugng toan dién. Chite nding cia Marketing: phat hign va théa man nhu cu ctia khdch hang B6 phan Marketing cia cong ty ‘Théa man nhu cau khdch hang bing céch tim ding san phim, gid, phan phéi va xtc tién Kham phd nhu cdu khach hang Nhimg ¥ niém vé nhu cau _¥ Thj trudng tiém nang Ngudn: Berkowitz, Kerin, Hartley, Rudelius (1997), Marketing, McGraw-Hill, Ine 38 Chuong 1: Nhdp mén Marketing 1.4 TIEN TRINH MARKETING Buée 1: Hiéu thj tradng va nhu cau cia khach hang Theo Philip Kotler trong bude dau tién, cdc nha Marketing phai hiéu nhing nhu cau, mong muén cla khach hang va thj trudng ma ho hoat dong. Nie cOng ty thyc hién Marketing thinh céng dinh thoi gian va ngudn lye dé nghién ciru nhu cdu, mong mudn va sé cau cia khadch hang. Nhing khai niém nay da phan tich 6 trén. Buée 2: Thiét ké chién luge Marketing hwéng theo khach hang Sau d6 nhimg nha quan tri Marketing o6 thé thiét ké chién luge Marketing huéng theo khach hang. Philip Kotler cho rang quan tr Marketing 1a nghé thuat va khoa hoc Iya chon thi truéng muc tiéu va xay dung nhing quan hé sinh Igi véi nhimg thi truémg nay. Véi muc dich tim kiém, thu hut, gid gin va phat trién khéch hang mye tiéu, quan tri Marketing phai sang tao, phan phéi va truyén thong nhimg gid tri khéch hang vuot tr6i. Nhing quyét dinh chinh yéu trong bude nay 1a: Lya chon khéch hang muc tiéu: nha quan tri tién hanh phén khise thj truéng, va Iya chon khéch hang hay thj truéng ma ho muén huéng én. Céc nha quan trj Marketing cn thau hiéu mic d9, thoi diém va ban chat cia nhu cau. ,, Lit chon gid tri dap itng: do nhu cu, mong muén cia khach hang rt da dang cfing nhu nhimg giai php Marketing ciia cdc doanh nghiép dua ra dap (mg nhing nhu cau nay cing rat phong phit nén viéc tao sy Khéc bigt va dinh vj 14 rét quan trong. Gid tri xéc Iép 1A todn b6 Ii ich va gid tri ma doanh nghiép hita hen dap tmg nhim théa man nhu cdu cia khdch hang. Hinh 1.4: M6t mé hinh don gidn cia tién trinh Marketing Sing tao gid tri cho Ehdch Thu hopeh gid ut hang va xAy dmg quan tur phan tng coa hg khich hang Khich hang ar ay dung ay dime chung quan he teal ©6 igi va markeong 140 5 phéi hop, hamthich tao ra loi “48 phan va phi gia tai san no trivagt khach 61 hang Nguon: Philip Kotler, Gary Amstrong (2008), éai liéu da dan, trang 5. 39 Marketing céin ban Liga chon triét If quan trj Marketing: c6 nam hung triét ly quan tr} Marketing din dit chién lugc Marketing JA san xuat, sin pham, ban hang, Marketing va xa hoi. Nhtmg quan diém quan tri nay da trinh bay chi tiét & phan dau cia chuong nay. Bude 3: Chudn bj mt chwong trinh va ké hogch Marketing: Sau khi phn tich nhimg khach hang ma doanh nghiép Iya chon dé dp img cfing nhu phuong céch tao ra gid tri cho nhimg nhém khéch hang nay, cdc nha quan tri sé phat trién chuong trinh Marketing phdi hop nhim phan phéi nhimg gid tri dinh sin dén khéch hang myc tiéu va xay dung nhimg méi quan hé voi ho. Chién luge Marketing duge thyc hién théng qua nhimg hoat déng Marketing cy thé, 46 14 Marketing mix ctia doanh nghigp. Khai niém nay s€ trinh bay trong ndi dung sau. Buée 4: XAy dung nhirng mdi quan hé véi khach hang: Day 1a buéc quan trong nhit trong tién trinh Marketing. ngi dung nay ching ta can hiéu m6t sé khdi niém lién quan sau day: Quan tri quan hg khdéch hang (Customer Relationship Management - CRM): Theo Philip Kotler, day 18 khai nigm quan trong nhat trong Marketing hién dai. Theo nghia hep tnréc day, CRM 1a quan trj nhimg théng tin chi tiét vé khéch hang nhat 1a nhimg “diém nhay cam” cla khdch hang dé t6i da héa sy trung thanh cua ho. Trong thoi gian gan day, CRM duge hiéu theo nghia rong hon, 46 1a toan b6 tién trinh xy dyng va duy ti nhimg méi quan hé khéch hang cé Igi bing viée dap tg vugt tri nhting gid tri va su théa man khéch hang. Qué trinh nay lién quan dén tat ca hoat dong gianh giat, git gin va phat trién khéch hang. Gid trj khéch hang: khéi nigm nay 43 phan tich trong phan trén. O day ching ta sé xem xét méi quan hé gitta gid tri cam nhan cia khéch hang va sy théa mn ciia khéch hang. Sw théa man cita khéch hang: sy thda min cia khéch hang phy thude vao sy cdm nhan do san pham mang lai so véi sur mong dgi cia ho. Néu sy cdm nhfn d4p img duge nhimg ky vong hay mong dai clia ho thi khéch hang s€ hai lng. Khi nhdmg cam nhén dat dugc tir san pham ‘vugt hon mong di thi khdch hang rat hai lng hoc rat thich tha. Hau hét nhing két qua nghién ctu cho thy mite 46 théa min cao din dén mite 49 trung thanh cao. Nhiing khdch hing nay khong chi ip lai viéc mua ma cdn truyén ba cho nhiing ngudi khdc sy trai nghiém ° Tir nguyén gc tiéng Anh la “Touch points” duge dé cp béi Philip Kotler va Gary Amstrong (2008), tai ligu da dén, trang 13. 40 Chucong 1: Nhdp mén Marketing cia ho d6i v6i san pham. Do vay nhiéu doanh nghiép lun tim cach dap tmg khdch hang nhiéu hon nhiing gi ho hita hen. Nhung cing can luu ¥ rang nang cao mic 46 théa man, thich tha khong phai a t0i da héa sy thoa man cia khdch hang. Kotler cho ring myc dich cia Marketing 1a lién tuc tao ra nhiéu gid tri hon cho khach hing nhung khong phai la dang hién tat cd ma la lam cho khdch hang phai quay vé chon san pham cua cong ty. Nhiing phan tich trén cho thay khi gi tri dinh cho khdch hang vugt tri ho sé hai long, thich thi din dén mite d6 trung thanh tang lén. Nhimg méi quan hé cé loi nay phai duge duy tri lau dai. Hién nay phuong cach tao quan hé véi khach hang da c6 nhiéu thay dé: ‘Trude day, cdc doanh nghiép thyc hién Marketing dai tra huéng dén tt cd nhig khach hang ma ho c6 kha ning phye vy. Trong théi gian gan day, céc doanh nghiép xy dymg méi quan hé truc tiép va lau dai voi nhiing khéch hang durgc lua chon edn thé Buse 5: Thu duge gid tri tir khach hang Bén bude dau tién cia tién trinh Marketing lién quan dén viée xay dung quan hé voi khéch hang. Buéc cudi cling dé cap dén viéc thu durge gid tri trong hién tai va tuong lai thé hién qua doanh thu, thi phan va lgi nhugn. Bang céch séng tao va cung cdp gia tri cao hon, doanh nghiép lam cho khach hang théa mén hon, hai long hon, Ho sé trung thanh va mua nhiéu san pham cua céng ty hon. Diéu nay cé nghia 1A kha ning thu Igi trong dai han ciia doanh nghiép cao hon. Hinh 1.5: Théa man khdch hang bing gid tri khdch hang vuegt tri dé xdy dung nhitng quan hé cé Igi “ER NG lye ca toaa, doanh nghiep ‘Thu phuc khach dé thoaman bang) Ss yy ee bang m6i aan be 06 Ii SE, Khéch bang veikhseh hane ‘iss man x (Gio ial engcn hang Ngudn: William D, Perreault, Jr. E, Jerome McCarthy (2005), Basic Marketing —A global-managerial approach, 15" edition, McGraw-Hill, trang 21. 4l Marketing céin ban 1.5 MARKETING MIX 1.5.1 Khéi nigm Marketing mix (Hon hop hay Ph6i thie Marketing) 14 mot trong nhimg khéi niém chi yéu ctia Marketing hign dai. Marketing mix 1a tp hop nhting céng cy Marketing ma céng ty str dung dé dat due céc muc tiéu trong mét thi trudmg dai chon. Céc cong cu Marketing dugc pha tron va két hop véi nhau thanh mot thé théng nhat dé tmg pho vi nhimg khdc biét va thay d6i trén thj trudng. Co thé néi Marketing mix 1 mét giai phdp cé tinh tinh thé cia td chite. Cfic céng cy, Marketing gdm c6: sin phém (Product), gid ca (Price), phan phéi (Place) va xtic tién (Promotion) vA thudng dugc goi 1a 4P, Nhiing thanh phan cua méi P cé rat nhiéu n6i dung, thé hién trong hinh 1.6. Marketing mix c6 thé duge chon tir rit nhiéu kha nang, duge thé hign nhu mét ham co bén bién sé 1a (PI, P2, P3, P4). Marketing mix cla mot c6ng ty tai thai diém t cho mét sn phém A c6 miic chat luong q, gid bin m, chi phi phan phéi y, chi phi xtic tien 2 durge thé hign 18 (q,m,y,z). Mot bién sé thay déi sé dén dén su két hop méi trong Marketing mix. Khong phai tat ca nhiing yéu t6 thay di trong Marketing mix c6 thé diéu chinh trong ngin han. Céng ty c6 thé dieu chinh gia bén, Iuc Iugng ban, chi phi quang céo trong ngan han nhung chi cé thé phét trién sin pham mdi va thay ddi kénh phan phéi trong dai han. Hinh 1.6: 4P trong Marketing mix Gta ca 29 Cac mic sik Gidea gia Chigexnda Thanh toan Tin duns. Markedna Phan PRS) Trung gian Phan loot Sip xép Dy we Van chuyén...- See eEE Quang cas huyén mai Quang cong chong ) Ban hangcannan setingerue Hep Ngudn: Philip Kotler (2003), tai lieu da dé, trang 115. 42 Chueong 1: Nhdp mén Marketing 1.5.2 Céc thanh phan cia Marketing mix 1.5.2.1 San phim (Product) La thanh phan co ban nhat trong Marketing mix, D6 c6 thé 1a san pham hitu hinh cita céng ty dura ra thj trudng, bao gm chat Iugng san pham, hinh déng thiét ké, dc tinh, bao bi va nhin higu, San phdm cfing bao gdm khia canh v6 hinh nhu céc hinh thitc dich vy giao hang, sira chita, huan luyén, 1.5.2.2 Gia (Price) La thanh phn khéng kém phin quan trong trong Marketing mix bao gém gid bin si, gi ban Ie, chiét khdu, gidm gid, tin dung. Gid phai trong xtmg v6i gid tr nh@n duge cita khéch hang va cé kha nang canh tranh. 1.5.2.3 Phan phii (Place) Ciing 18 mt thanh phan chi: yéu trong Marketing mix. D6 1a nhiing hoat d§ng lam cho san pham cé thé tiép cn voi khéch hang muc tiéu. Cong ty phai hiéu r6, tuyén chon va lién két nhting nha trung gian dé cung cap sin pham dén thj trréng myc tiéu mét cdch c6 hiéu qua. 1.5.2.4 Xtc tién (Promotion) ‘Thanh phan thir tu nay gdm nhiéu hoat dGng ding dé théng dat va thiic day san pham dén thi truéng muc tiéu. Cong ty phai thiét lap nhing chuong trinh nhu quang céo, Khuyén mai, quan hg cOng ching, Marketing truc tiép. Céng ty cing phai tuyén m6, hudn luyén va d6ng vién doi nga ban hang. Can Iu ¥ ring, trén quan diém cia ngudi ban 4P 1a nhimg céng cu Marketing téc dong dén nguéi mua. Trén quan diém cia ngudi mua moi cOng cu Marketing duge thiét ké dé cung cép Igi fch cho khéch hang. Robert F. Lauterborn (Bob Lauterborn) cho ring 4P 1a dé dap img 4C cia khdch hang. Cong ty muén chién thing trén thj trudng phai dap tmg nhu cdu ciia khéch hang mét céch cé higu qua bing cdc san phdm va gid ca hop If, tao tign Igi cho khéch hang va phai o6 céch théng dat thich hop. Bang 1.3: Khai nigm 4C thay thé 4P cia Lauterborn 4p 4c San phim Doi hoi va mong muén cla khéch hang Gid oa Chi phf d6i véi khdch hang Phan phéi Su thuan tién Xe tién ‘Théng dat Ngudn: Philip Kotler (2003), tai liéu da d@n, trang 117. 43 Marketing cin ban 1.5.3 Céc yéu t6 anh huéng dén Marketing mix Thuc hién Marketing mix khéng theo khuén mau chung nao ma thay d6i theo céc yéu t6 anh hudng nhu: - Vj tri uy tin cia doanh nghiép trén thj truong: Néu doanh nghigp da chiém linh duge thi phan cao thi Itic 46 khéng can t6n nhiéu chi phf cho cdc hoat dng xdc tién nhung van ban duge hang. - Yéu t6 san pham: San phdm khdc nhau phai c6 cdch ban hang, xtic tién khéc nhau. Do a6, doanh nghiép phai thiét ké hé théng phan ph6i va sir dung cc céng cy xtic tién khdc nhau... - Thi trudng: Tay thuéc vao kha nang mua hang cua timg thi trong ma doanh nghiép phai 6 Marketing mix khéc nhau, Vi du ste mua cia thj truéng thanh thj cao hon site mua cua thj trong ving sau, ving xa. Vi vay, Marketing mix cho san phdm 6 céc thj trong dé phai khéc nhau, Giai doan cia chu ky s6ng san phim; M@i giai doan cia chu ky séng sin phim c6 dic diém khdc nhau nén cin c6 Marketing mix khée nhau (Xem thém chuong 6). 1.6 PHAN LOAI MARKETING 1.6.1 Can cit vao linh vue hoat dong Ngay nay, Marketing da phat trién manh, 4p dung trong nhiéu linh vue khée nhau va duge chia thanh hai nhém chi yéu 12 Marketing trong kinh doanh va Marketing phi kinh doanh. Marketing trong kink doanh (Business Marketing): Marketing duge img dyng trong nhitng linh vuc san xudt kinh doanh nhu: - Marketing cong nghiép (Business to Business Marketing). - Marketing thuong mai (Trade Marketing) - Marketing du lich (Tourism Marketing) - Marketing dich vu (Service Marketing) Marketing phi kinh doanh (Non Business Marketing) hay cdn goi I Marketing x hi (Social Marketing). Hinh thttc Marketing nay duge img dung trong nhiing linh vuc chinh tri, van héa, y té, gido duc, xa hoi... 1.6.2 C&n cir vao qui mé, tim véc hoat dong Marketing vi mo (Micto Marketing): do céc doanh nghiép thc hign. N@i dung clia quyén séch nay chit yéu dé cp dén Marketing vi m6. 44 Chucong 1: Nhdp mon Marketing Marketing vi m6 (Macro Marketing): do cée co quan cia chinh phi thuc hién nhim dinh huéng phét trién cc nganh kinh té, hodc thi truémg chung ca nude. 1.6.3 Can cit vao pham vi hoat dong Marketing trong nude (Domestic Marketing): thyc hign Marketing trong pham vi lanh thd mét quéc gia Marketing quoc té (International Marketing): duge van dung khi céc doanh nghiép mo rong hoat dng tai nhiéu quéc gia. Marketing toan cau (Global Marketing): do céc t6 chite da quéc gia thyc hién trén pham vi toan cau. 1.6.4 Cin ctr vao khach hang Marketing cho cc t6 chitc (Business to Business Marketing): d6i tong téc dong clia Marketing 1A cdc nha sit dung cOng nghiép, trung gian, cdc 18 chife chfnh phil... Marketing cho ngudi tiéu ding (Consumer Marketing): cde c4 nhan, hO gia dinh 1a déi tong phyc vu ciia Marketing. 1.6.5 Cin cit vio dic diém céu tao sin phim Marketing sdn phdm hitu hinh: Marketing duge str dung trong nhing t8 chite cung cp cde Jogi sin phdm cy thé nhu thyc phim, hing kim khf dign méy,.. Mashcine sdn phdm v6 hinh: con goi 1a Marketing dich vv. Marketing dugc img dung trong cdc té churc cung c4p dich vu van chuyén, bao hiém, du lich, théng tin... 45 Marketing cain ban TOM TAT CHUONG 1 Trong chuong nay chting t6i tap trung phan tich céc giai doan phat trién cia Marketing, nhig khdi nigm Marketing hién dai, chite nang Marketing va gidi thigu qui trinh Marketing. Tit khi ra doi dén nay, Marketing trai qua nam giai doan phat trién chinh 18 Marketing theo huéng san xudt, huéng san phim, huéng ban hang, hudng khéch hang va huéng xa hdi, Hién nay nhimg huéng Marketing nay van duge vn dung trong quan trj Marketing Khi nghién ctu Marketing, hoc vién hiéu rd céc kh4i nigm nhu cau, mong muén, s6 cau, san pham, trao déi, thi tnréng, khéch hang, gid trj cm nh@n cia khdch hang. Day 1A céc thudt ngit co ban lam nén tang phan tich khai niém Marketing. Nhiéu t6 chite va cfc nha nghién ctu Marketing da dua ra nhiéu khdi nigm Marketing. Nhimg khéi niém Marketing truée day cho ring Marketing 1a qué trinh quan tri nhu cau cha nham tao ra su trao déi dé théa man myc tiéu cla céc c4 nhan va t6 chic. Trong nhimg nam gin day, nhiig Khai nigm Marketing nhan manh dén qué trinh sng tao, phan phéi nhimg gid trj vugt tri danh cho khéch hang, d6 cing la tién tfink’ quan tri nhtmg mdi quan hé 06 Igi-véi khéch hang. Chite nang cla Marketing 14 phat hién va dap img nhu cu ciia khéch hang. Myc tiéu ciia Marketing 1a thu phyc khéch hing, lam cho ho hai Jong, thong qua d6 tgo ra ngudn loi lau dai cho doanh nghigp. Tién trinh Marketing bat dau tir viée nghién citu, tim hiéu khdch hang va thi trudng dé thiét 1ap chién luge Marketing huéng theo khéch hang va chuong trinh Marketing nhim phan phéi nhiing gid tri vuot troi cho khéch hang, xay dymg mdi quan hé véi khéch hang. Sy hai long, thich tha cia khéch hang sé gitp doanh nghiép duy tri va phat trién nhiing quan hé sinh Igi lau dai véi khach hang. Khi thye hanh Marketing, céc doanh nghiép str dung phéi hop céc cOng cy Marketing, goi 14 Marketing mix, v6i bén thanh phén chinh Ia: sn pham, gi, phan ph6i, xtc tién. Tay theo pham vi hoat dgng, déi tuong téc dong,... ma nhiing loa hinh Marketing mang mét sé dc trung riéng nhu Marketing n6i dia, Marketing toan céu, Marketing dich vu, Marketing cOng nghigp Sau khi nghién ctru chyong nay hoc vién can rit ra ban chat va nhiing nguyén tdc co ban cia Marketing dé van dung vao thyc tin kinh doanh cia timg doanh nghiép. 46 Chuong 1: Nhdp mon Marketing CAU HOI ON TAP CHUONG 1 1. Trinh bay céc Igi {ch cita Marketing d6i véi doanh nghiép va d6i véi ngudi tiéu ding. 2. Quan tri sé cau (demand) cé phai 1@ chic ning cla Marketing khong? Tai sao? 3. Tai sao théa man nhu cdu 1a van dé séng cdn cita doanh nghiép trong giai doan hién nay? Cho vi du thyc té minh hoa. Phan biét quan diém bén hang va quan diém Marketing. Trinh bay tién trinh Marketing. . Phan tich khdi niém gid tri khéch hang, cho vi dy minh hoa. | Trinh bay céc noi dung cla Marketing mix. NAus 47 a rs vi oli ee fo: #0 GET ik 7 Chuong 1: Nhgp mon Marketing PHAN ?: MOI TRUONG MARKETING, LUA CHON THI TRUONG MUC TIEU & BINH VI 49 Chuong 2: Méi truéng Marketing CHUONG 2: MOI TRUONG MARKETING (Marketing environment) Muc tiéu chuong 2: +b Gidi thigu mOt céch khdi quét méi trudng vi mé va vi md anh huéng den hoat dong Marketing cia doanh nghiép. » M6 ta nhing xu hudng tac dong chinh yéu cia méi trudng vi m6 va vi m6 trén thj truong hién nay. SL Marketing céin ban 2.1 MOI TRUONG Vi MO (MACRO-ENVIRONMENT) Méi trudng vi mé 1a nhéng yéu t6 xa hdi rong Ién tac dong dén cfc yéu 16 méi trudng vi mé ciia doanh nghiép. D6 1a céc yéu t6 nhu dan sé, kinh t&, tu nhién, cong nghé, ph4p lugt va van héa (Xem hinh 2.1). Hinh 2.1: Cac yéu t6 thuge moi trudng vi mo Nguén: Philip Kotler, Gary Armstrong, Linden Brown & Stewart Adam (2005), Marketing, 4" edition, Prentice Hall, trang 105. 21.1 Dan sb ‘M6i trudng dan sé bao gém céc yéu t6é nhu qui mé dan s6, mat 46 dan 86, tudi thc, gidi tinh, clring tdc, trinh 46 hoc vn, nghé nghiép... D6 1A cdc khfa canh duge nhimg ngudi lam Marketing quan tim nhiéu nhat boi né Jién quan truc tiép dén con ngudi va con ngudi cing chinh Ia téc nhan tao ra thi trong. __ Hign nay ching ta dang séng trong mét thé giéi luén c6é nhigu thay doi, trong 46 bao ham nhiing doi thay vé mat dan sé. Nhiing sur bién dong vé dan sé c6 thé 1am thay ddi vé mat Iugng cita thj trudng (tang hoac gidm qui mé dan s6 sé dn dén tang hoc gidm qui mé thi trong) ding théi n6 cing anh huéng truc tiép, lam thay doi vé mat chét cia thi trudng (Tuéi trung binh cao hon trong co cdu dan sé sé din dén sw gia ting vé 52 Churong 2: Méi trudng Marketing nhu cau lién quan dén site khée trong cong ddng dan ching). Ching ta c6 thé ligt ké m6t s6 di thay chinh yéu ma it nhiéu da tac dong dén cdc hoat dong Marketing cia m6t doanh nghiép: ~ Nhting su chuyén dich vé dan sé: La sw gia tang vé qui mé dan sé & mét sd quéc gia, mét s6 khu vuc do tinh trang di dan. Xu huéng di dan nay 1 do chinh séch nhap cw thodng hay do diéu kign kinh té phat trién & mOt s6 quéc gia. Ngoai ra mt xu huéng di dan thudng thay hign nay 1a tinh trang dan chiing t@p trung vao céie d6 thj 16n do didu kién 1am viéc va ddi séng cao hon tao ra m6t qui mé va mat 49 cao vé dan s6 & cdc dé thi 1én. - Nhiing thay é co cdu tudi téc trong din ching: Ty le sinh dé thip & mot s6 quéc gia phét trién tao ra mOt co cu tudi tac gid hon trong dan chting. Ngoai ra, cfc diéu kién kinh té, cdc diéu kién phic lgi x hdi & cc quéc gia phat trien ciing tao ra m6 cdu tréc tudi gi hon trong dan ching do tudi dai trung binh trong dan chting cao hon ~ Su thay ddi vé co céu gia dinh: Mét xu hudng thay d6i chinh hién nay trong din ching 1A sir xudt hign ngay cang nhiéu sé Ivong thanh nién d6c than, song déc lap véi gia dinh cia minh. Hay cfc cap vo chong ngay cang cé xu hudng cé con cAi ft hon, tat ca tao ra mot co cu gia dinh c6 qui m6 nhé hon rét nhiéu trong dan chting. M6t thay bi khéc trong co cu gia dinh ngay nay 1a vai trd phy nit cang nang cao hon trong gia dinh. Ngay nay ty 1é phy nf c6 vie lam, dc 1p vé tai chinh trong gia dinh c6 xu huéng ngay cing cao. MOt co cdu din cur 6 trinh d6 vn h6a cao hon: Sy nang cao vé doi séng kinh té, van héa va gido duc tao ra mot ty 1¢ cao hon dan s6 06 trinh d6 van héa. Ngodi ra do sy phat trién vé ky thu@t cng nghé da lam thay d8i dn vai trd cla may méc, tri thite trong céc hoat dong sin xudt kinh doanh da din dén mOt sy gia ting so Itong céng nhan 4o trang trong co cdu lao dong cita xa hi. Sy thay doi ndy tao ra trén thj trudng nhing nhu cau tiéu ding cao cp hon, ddi héi nhiéu hon vao cdc nhu cu gidi tf, van héa, tinh than 2.1.2 Kinh té M6i trudng kinh té bao gdm nhiing yéu t6 téc dong dén kha nang chi tiéu cia khéch hang (consumer purchasing power) va tao ra nhiing mau tigu ding khée biét (spending patterns). Viéc hiéu thi trudng khong chi biét 15 vé yéu t6 mong muén cia con ngudi ma cdn phai nam dugc kha niing chi tiéu noi ho. Kha ning chi tiéu nay ngoai viée phy thuge vio nhu 53 Marketing cain ban cdu va gid ca, cdn phy thuge rat nhiéu vao tinh hinh kinh té, mie thu nhap cia ngudi din, nhu cau tiét kiém va céc diéu kign tai chinh — tin dung. Do 46 céc nha Marketing phai nhan biét dugc cdc xu huéng chinh vé thu nhép trong dan ching va nhiing thay déi vé chi tiéu ciia céc nhém dan ching khéc biét. Xu huéng ting 1én vé thu nhép trung binh trong dan 1 chiing ngodi vige s€ tgo ra mOt site mua cao hon trén thi truong cbn dn dén nhting nhu cau, mong muén khéc biét hon tir phfa ngudi tiéu ding. Ho c6 thé Oi hoi nhiéu hon hay sin sang bo ra mot s6 tién cao hon cho céc yéu t6 chat Iugng, sy da dang, tinh tign dung, tinh tham mj hay gid tri tinh than ma san pham hay dich vu 6 kha ning mang lai. Neoai ra, mét xu huéng khéc 1a sur phiin bd vé thu nhap c6 nhiéu phan héa trong dan chting ciing la mot van dé ma cée nha Marketing can quan tam. Chinh sy phan héa nay 1am da dang hon vé nhu céu, mong muén cia ngudi tiéu ding va tao ra trén thj trudng nhiu phan khiic khéc biét. 2.1.3 Twnhién M6i trudng ty nhién bao gém cae nguén tai nguyén thién nhién duge xem 18 nhimg nhan t6 dau vao can thiét cho hoat 4$ng ctia doanh nghigp va cdn c6 nhing anh hudng nhat dinh dén céc hoat dong Marketing ciia doanh nghigp 46. Mét s6 xu hudng cia moi trudng tw nhién c6 anh huéng to Ién dén hoat dong Marketing cua mét doanh nghiép nhu sau: - Su khan hiém ngudn nguyén vat ligu: Sy thiéu hut nay 14 hé qua cita viée khai théc qué mic ngudn lye thién nhién cla céc nginh cOng nghiép ~ dich vu (du lich). Ngdy nay nhiéu nganh céng nghiép gap phai tinh trang thiéu hut that su nguén tai nguyén thién nhién can thiét cho hoat déng duge déu din va lién tuc (nhu nguén nude, khodng chat, g6, dat dai canh téc...). Sy thiéu hut nay o6 thé 18 do sy can kiét nguén tai nguyén can thiét ho&e citing c6 thé do nhimng 4p luc tir cong ching, xa héi, php luat (vi dy nhu céc nhém bao vé méi truang, td chitc hoa binh xanh, céc diéu lugt bao vé méi trudng...). Sy thiéu hut nay anh huéng kha lén dén cdc hoat déng cia m6t doanh nghiép nhu 1am tang chi phf san xuét, can thiét phai thay déi hinh anh san phdm — dich vy truéc céng chting (cc sin phim mau xanh ld cay thé hign tinh méi trudng cia sin FE céc né lye nghién citu tim kiém nguén nguyén ligu mdi. 54 Cincong 2: Méi tring Marketing - Sy gia ting chi phi nang lugng lam tng chi phi hogt dng sin xudt cia mét doanh nghiép déng théi lam ting chi phi sinh hoat, sir dung san pham — dich vy cha ngudi tiéu ding. - Tinh trang 6 nhiém méi trudng ting lén: Ngay nay tinh trang 6 nhiém mi trudmg do hoat dng cia cdc nganh cong nghiép va do sy sinh hoat cia con ngudi la dang bdo dong. Do 46 c6 rat nhiéu doanh nghigp, higp hi, qudc gia quan tam va cé nhiing n6 lye kim ham tinh trang nay. Diéu nay ciing anh huéng to ln dén hoat dng cia doanh nghiép va ¥ thire sinh hoat, tiéu ding cla dan ching. 2.1.4 Cong nghé Tién bé khoa hoc ky thuat tac dong dén thj trudng 6 nhiéu mat nhu: - Khoi dau cho nhimg nganh céng nghiép moi nhu may vi tinh, dich vu mang ... - Lam thay déi cin ban hay xo bé hoan toan cdc sin pham hign hi, Vi du nhu may VCD sé lam lui tan dan céc méy video. - Kich thich sy phat trién nhimg san phdm lién quan hodc khéng lién quan dén ky thuét méi. Vi du sy phat trién cOng nghé gitp tg0 ra cée san phém méi, nginh nghé méi, sw phat trién may vi tinh dan dén su phat trién cae dich vy trén mang, céng nghé phan mém. May giat, ndi com dién, ... dan dén ngudi ndi tro c6 nhiéu thdi gian cho cdc hoat dong Khéc, Sur phat trién cong nghé lam chu ky s6ng ciia sin phdm bj rit ngin lai. Sy ra ddi ngay cang nhiéu va voi tc 9 ngay cang cao ciia cae sin phim méi wu viét hon thay thé céc sin pham hign hiru trén thi truéng lam cho chu ky sOng ciia chiing bj rit ngin lai. Vigc 4p dung cong nghé mdi gitip cdc doanh nghiép tao ra sin phim mdi va lam ting sire canh tranh trén thi trudng. Sy phat trién céng nghé phu thuge rét nhiéu vao sy dau tir céng tae nghién ciru va phat trién, Nguoi ta thay ring gitta chi phi nghién citu, phat trién va kha nang sinh Joi cé méi quan hé ch&t ché véi nhau. Cac doanh nghiép dau tu cho viée nghién ctu va phat trién cao thi kha ning kiém ldi cing sé cao hon. 2.1.5 Chin tri — Php luat Cae quyét dinh Marketing cia m@t doanh nghiép thuéng huéng manh mé cia nhing dién bién trong mdi trudng chinh lugt. Méi truémg nay duge hinh thinh tir co quan nha nude céc cp, cdc nhom 4p lye (vi dy Héi bao vé ngudi tiéu ding) va tit hé théng phap ctia quéc gia dé. Cac lye lrgng nay diéu chinh hogt dong cia cée doanh nghigp theo ding khuén khé cho phép cita phép luat. 55 Marketing ciin ban Hé théng phdp luat ca m@t quéc gia bao gdm: Hién phdp, céc dao lugt nhu luat dan su, luat doanh nghiép, luat thuong mai, luét thué thu nhap doanh nghiép, luat thué gid trj gia ting, ludt ddu tu nuéc ngodi, Iuat dat dai..., céc phép lénh nhw phdp Iénh quang c4o, phép lénh vé sinh an toan thye phim..., cée nghi dinh cia chinh phi va cée chi thj thong tu cua cfc co quan tryc thude chinh phi nhu cfc BO, chinh quyén dia phuong cép tinh, thanh phé tryc thudc trung uong nhim huéng dan thyc hién cdc nghi dinh 46, M6i tring chinh tri — php lugt e6 3 chite nang chit yéu, thir nhét 1a bio vé quyén Igi cde cOng ty trong quan hé véi nhau, thir hai 1a bao ve ngudi tiéu ding trénh duge céc kinh doanh gian déi cla doanh nghiép, thir ba 14 bao vé Igi ich rong 16n clia x hdi trénh khoi c4c hanh vi kinh doanh sai léch. 2.1.6 Van héa Con ngudi sinh ra va Ién Ién trong mét xa h6i cu thé va nhing niém tin, nhan thie vé céc gid ui, chuan muc, truyén théng, hanh vi cia ho bi anh hudng tir x4 hi, tir nén vin h6a ma ho dang sinh séng. Mét sé cdc dic trang vé mdi trudng van héa - xi hdi sau day cé téc déng nhat dinh dén hoat déng Marketing cita mét doanh nj ghiép: Tinh bén ving cla cfc gid tri van héa cét 1oi: Hau hét céc gid i van héa duge hinh thanh, i tai va duge t6n tho theo suét chiéu dai lich str cia m@t dan tc, hay mot quéc gia va 1a nén ting ciia niém tin va gid tri trong cue séng ciia mdi ngudi. Do 6, né thudng rét bén ving va khé thay déi. Trong méi quéc gia, mdi dan tc luén lu6n tn tai nhing gid tri van h6a khée biét cé tir xa xua, duge truyén tir dei nay qua di khdc mét c4ch ty nhién. Vi vay, dé tiép can, thu phyc mét thi trudng, cdc nha Marketing phai thdu hiéu dugc van héa ring biét cia noi dé, tranh nhiing hanh vi, nhiing thong diép tham chf nhing sin phdm dich vy khéng tuong thich véi céc gid tri van héa & d6. Ngoai ra tinh dac thi cla cdc nén van héa khdc biét d6i khi con gidp san pham cua doanh nghiép xam nhap tét hon vao thi trudng dé. Cc nh6ém van hod nhé) (Subcultures): Trong méi xa hdi ludn ton tai nhimg nhém van héa nhé, 46 14 nhimg nhém ngudi cing chia xé véi nhau nhing cam nhan gi tr}. Cae nhém ton giéo, chiing tc, gidi thanh nién, phy ni, ... tat ca dai dién cho nhimg nh6m cé nhiing niém tin, nhan thife, sy ua ghét va hanh vi khéc bigt, Ho hinh thanh ra nhimg nhom tiéu dang cé nhimg nhu cau, mong muén rat khéc biét, do 46 nguéi 1am 56 Chuong 2: Méi truong Marketing Marketing phai nhfn ra va Iya chon nhém nao sé 1a thi tru’ng myc tiéu cho doanh nghiép minh. Su bién ddi ong céc gid ui van hoa thir cdp: Céc gid tri cét 1di thudng cé tinh ban vimg nhung van cé nhig bién déi van hod xay ra, Vi vay, cic nha Marketing phai tién doén duoc nhiing bién déi nay nhim nhan dang cdc co héi va nhtng théch thitc mdi. 2.2. MOI TRUONG VI MO (MICRO-ENVIRONMENT) Marketing c6 nhigm vy thu htt va xy dyng nhimg méi quan hé véi khfch hang théng qua viée cung cép gia tri dé théa man nhu cau ya mong muén ciia ho. Tuy nhién chi riéng bd phan Marketing trong mét doanh nghiép sé khong hoan thanh duge nhiém vu nay ma doi héi phai c6 sy két hop v6i cée b6 phan khdc bén trong va bén ngodi doanh nghiép nhu céc nha cung img, cdc trung gian Marketing, khéch hang, d6i tht canh tanh va céng chting. Céc yeu t6 trén hinh thanh nén mi trudng vi m6 cia doanh nghiép (xem hinh 2.2). Hinh 2.2: ‘ac yéu t6 thugc méi trudng vi mé Nha cung ing Céc trung gian Marketing Khach hang Doi thi canh tranh Cong ching Ngudn: Philip Kotler, Gary Armstrong, Linden Brown & Stewart Adam (2005), tai ligu d@ dn, trang101. 2.2.1. Doanh nghigp ‘Trong vige thiét ké mt ké hoach Marketing cho doanh nghiép, bd phan Marketing phai chju sy lanh dgo cia ban giam déc cong ty dong thoi phai hop te véi nhing bo phan khdc trong doanh nghiép nhw b6 phan nghién ctu va phét trién (R&D), mua vat tu, sin xudt, tdi chinh va ké ton clia doanh nghiép 46, Tat ca céc bd phn lién quan nay hinh thanh nén m6t méi trudng ndi tai cla doanh nghiép. 57 09 “eg] Suen ‘upp pp ndy 121 (0002) NOY dipiyd :ugnBN, veyeure, - 99 0sz- “pinzng - 99 OIL - “BpuOH] - 9005 = Hqmen EER TeqTaIN |] warsogGN, Gopu ngry goeu Apu cog gnu ugqu

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