I CNG V MARKETING

ThS. Nguyn Th Vn Anh

vananhnguyenx@gmail.com

HC VIN TI CHNH
B mn Marketing
 MC LC
MARKETING CN BN

1. S ra i v pht trin ca l thuyt Marketing

2. Cc khi nim Marketing c bn

3. Qun tr Marketing

4. Phn loi Marketing

5. Chc nng v vai tr ca Marketing

2 HC VIN TI CHNH
 1. S RA I V PHT TRIN
CA L THUYT MARKETING
MARKETING CN BN

S pht trin ca khoa hc Marketing:

Thi gian: Cui th k 19, u th k 20
M:
1937, thnh lp Hip hi Marketing v Qung co
chu u:
1911, thnh lp Hip hi Marketing Anh (CIM)
1948, thnh lp t chc nghin cu Marketing v d lun x hi (ESOMAR)
ng u v chu :
1957, Nht Bn thnh lp hip hi Marketing Nht Bn
1975, Lin X thnh lp tiu ban Marketing
Vit Nam:
1990, VN chuyn i sang nn kinh t th trng
1994, Hc vin Ti chnh a mn hc Marketing vo ging dy

3 HC VIN TI CHNH
MARKETING C IN

ThS. Nguyn Th Vn Anh

vananhnguyenx@gmail.com

HC VIN TI CHNH
B mn Marketing
 MARKETING C IN
MARKETING CN BN

Hon cnh ra i

T tng kinh doanh

Trit l quan h trong kinh doanh

Ni dung hot ng

Phm vi ph bin v ng dng

5 HC VIN TI CHNH
 HON CNH RA I
MARKETING CN BN

Thi gian ra i:
T u th k 20 n gia th k 20
Hon cnh ra i:
X hi: Tng i n nh
Th trng: Th trng ca ngi bn
Li th thuc v ngi bn
Ngi bn c quyn quyt nh:
Sn xut ci g?
S lng sn xut?
Sn xut nh th no?
Mc tiu ca DN: Sn xut v bn tht nhiu hng
Hot ng: Thc y bn hng

6 HC VIN TI CHNH
 T TNG KINH DOANH
MARKETING CN BN

Bn ci doanh nghip c
Mang tnh cht p t
t quan tm n nhu cu ca th trng
Thiu cc gii php nm bt nhu cu
Ni dung hot ng
Tm kim th trng bn hng ha
Cc gii php kch thch tiu th
Phm vi ph bin: M
Lnh vc ng dng: Kinh doanh

7 HC VIN TI CHNH
MARKETING HIN I

ThS. Nguyn Th Vn Anh

vananhnguyenx@gmail.com

HC VIN TI CHNH
B mn Marketing
 MARKETING HIN I
MARKETING CN BN

Hon cnh ra i

T tng kinh doanh

Trit l quan h trong kinh doanh

Ni dung hot ng

Bn cht ca Marketing

9 HC VIN TI CHNH
 HON CNH RA I
MARKETING CN BN

Thi gian ra i:
T gia th k 20 n nay
Hon cnh ra i:
X hi: Nhiu mu thun
Th trng: Th trng ca ngi mua
Cung v cu mu thun vi nhau trn mi phng
din
Cnh tranh cao trn th trng

10 HC VIN TI CHNH
 NGUYN NHN MU THUN
MARKETING CN BN

Khoa hc k thut
pht trin
Sn lng tng cao
Cung > cu

Mu thun cung cu
v mt s lng

11 HC VIN TI CHNH
 NGUYN NHN MU THUN
MARKETING CN BN

Thu nhp v trnh

ngi tiu dng
Thay i trong nhu
cu v mong mun

Mu thun cung cu
v mt c cu

12 HC VIN TI CHNH
 NGUYN NHN MU THUN
MARKETING CN BN

Qu trnh chuyn
mn ho trong sn
xut
Kh khn trong tip
cn, tm hiu, thu
nhp thng tin v
khch hng

Mu thun

13 HC VIN TI CHNH
 HON CNH RA I
MARKETING CN BN

Th trng ca ngi mua:

Ngi mua c quyn chn lc v s la chn sn
phm mang li mc tho mn cao nht cho mnh.
Ngi mua c quyn quyt nh:
Sn xut ci g?
S lng sn xut?
Phng thc tiu th nh th no?
Mc tiu ca DN: tha mn nhu cu khch hng
Hot ng: Tm hiu, nghin cu nhu cu, mong
mun ca khch hng.

14 HC VIN TI CHNH
 T TNG KINH DOANH
MARKETING CN BN

Bn ci th trng cn
p ng nhu cu ca th trng l vn c
bn nht
Coi trng nghin cu, nm bt nhu cu
Xy dng cc gii php nm bt nhu cu

15 HC VIN TI CHNH
 HON CNH RA I
MARKETING CN BN

Tuyn ngn s mnh ca mt s ngn hng

Agribank: Mang phn thnh n vi khch hng

MB: Lun ng hnh cng bn

BIDV: Chia s c hi hp tc thnh cng

16 HC VIN TI CHNH
 TRIT L QUAN H
MARKETING CN BN

Trit l quan h trong kinh doanh

Khch hng lun lun ng

Coi khch hng l nhn vt trung

tm ca mi hot ng kinh
doanh
Coi vic chm sc khch hng l
cng vic quan trng nht trong
kinh doanh
Lun t mnh vo a v ca
khch hng v suy ngh theo li
suy ngh ca h

17 HC VIN TI CHNH
 TRIT L QUAN H
MARKETING CN BN

Trit l quan h trong kinh doanh

Khch hng lun lun ng

a dng ha cc gii php kinh

doanh tha mn nhu cu a
dng ca khch hng
Coi trng cc hot ng nghin
cu
Thit lp h thng gii php
chm sc v phc v khch
hng tt nht

18 HC VIN TI CHNH
 NI DUNG HOT NG
MARKETING CN BN

Ni dung hot ng
Bt u t nghin cu th trng
Thit k v sn xut sn phm
Tiu th sn phm
Dch v sau bn hng
Vn cn bn
Sn xut ci g?
Tiu th nh th no?
Phng chm kinh doanh: Tha mn tt
nht nhu cu ca th trng v khch
hng
19 HC VIN TI CHNH
 NI DUNG HOT NG
MARKETING CN BN

Nghin
cu Thit
k sp

Sau Hot ng
bn
hng Marketing
Sn
xut
sp
Tiu
th

20 HC VIN TI CHNH
 Trng by v t chc bn hng
Ngh thut bn hng
Tuyn truyn qung co sn phm

Nghin cu th trng
Nghin cu thit k sn phm
Nghin cu hnh thnh cc chin
lc
P1+P2+P3+P4
 PHM VI NG DNG
MARKETING CN BN

Phm vi ph bin:
Mi quc gia theo kinh t th trng
Lnh vc ng dng:
Mi lnh vc kinh t, chnh tr, x
hi

22 HC VIN TI CHNH
 PHM VI NG DNG
MARKETING CN BN

Ford Motor (USA)

Mt trong Big Three
ca ngnh sn xut t
M
1960, Ford Falcon, th
hai trn th trng xe 4
ch nh M
1965, Ford Mustang,
bn chy nht thi im
by gi

23 HC VIN TI CHNH
 PHM VI NG DNG
MARKETING CN BN

Polaroid(USA)
Lch s 100 nm trong
ngnh my nh phim
2008, ng ca nh my
2010, Impossible Project
i din hnh nh: Lady
Gaga

24 HC VIN TI CHNH
 BN CHT CA MARKETING
MARKETING CN BN

Bn cht ca Marketing:
Tho mn nhu cu ca khch hng bng sn phm
Qua qu trnh trao i trn th trng
Trong tng quan gi tr - chi ph.

25 HC VIN TI CHNH
KHI NIM C BN MARKETING

ThS. Nguyn Th Vn Anh

vananhnguyenx@gmail.com

HC VIN TI CHNH
B mn Marketing
 2. NHNG KHI NIM C BN
MARKETING CN BN

Nhu cu
Mong mun
Yu cu tiu dng
Hng ha
Trao i
Giao dch
Th trng
Marketing

27 HC VIN TI CHNH
 2. NHNG KHI NIM C BN
Nh
MARKETING CN BN u
c
NHU CU (NEEDS) u
t
kh
L cm gic thiu n
ht mt ci g g
n c
Nhu cu
m con ngi h
tn trng
m
cm nhn c nh
Nhu cu x hi

Nhu cu an ton
Thp nhu cu Maslow

Nhu cu sinh l (i, kht)

28 HC VIN TI CHNH
 2. NHNG KHI NIM C BN
MARKETING CN BN

MONG MUN (WANTS)

L cch thc biu hin nhu cu t nhin
tng ng vi trnh vn ha v c tnh ca
con ngi.

Chu Vn ha
u la m

Vn ha
VN
la nc
29 HC VIN TI CHNH
 2. NHNG KHI NIM C BN
MARKETING CN BN

YU CU TIU DNG (DEMANDS)

L mong mun c bo m bng kh nng
thanh ton.

30 HC VIN TI CHNH
 2. NHNG KHI NIM C BN
MARKETING CN BN

HNG HA (GOODS)
L tt c nhng g c th tha mn c
mong mun hay yu cu v c cung ng
cho th trng nhm mc ch thu ht s ch
, mua v s dng ca khch hng.
Mc tiu ca Marketing: sn phm tha mn
hon ton nhu cu tiu dng ca khch hng
mc tiu.

31 HC VIN TI CHNH
 2. NHNG KHI NIM C BN
MARKETING CN BN

TRAO I (EXCHANGE)
L hnh ng m con ngi nhn t ngi
khc mt th mnh mong mun v a li cho
h mt th g .
GIAO DCH (TRANSACTION)
L cuc trao i mang tnh cht thng mi
gia nhng vt c gi tr gia hai bn.

32 HC VIN TI CHNH
 2. NHNG KHI NIM C BN
MARKETING CN BN

TH TRNG (MARKET)
Bao gm tt c cc khch hng hin ti v
tng lai c cng mt nhu cu v mong mun
c th, c kh nng tham gia vo trao i v
giao dch tha mn nhu cu v mong
mun ca mnh.
Th trng = Khch hng

33 HC VIN TI CHNH
 2. NHNG KHI NIM C BN
MARKETING CN BN

MARKETING
Marketing l mt dng hot ng ca con
ngi nhm tho mn nhng nhu cu v
mong mun thng qua trao i.
Theo Philip Kotler, Marketing cn bn

34 HC VIN TI CHNH
 2. NHNG KHI NIM C BN
MARKETING CN BN

MARKETING
Marketing l chc nng qun l cng ty v
mt t chc, qun l ton b cc hot
ng kinh doanh, t vic pht hin ra v
bin sc mua ca ngi tiu dng thnh
nhu cu thc s ca mt mt hng c th,
n vic a hng ha ti ngi tiu
dng cui cng nhm m bo cho cng
ty thu c li nhun nh d kin.
Theo Vin nghin cu Marketing Anh

35 HC VIN TI CHNH
 2. NHNG KHI NIM C BN
MARKETING CN BN

Bn cht ca Marketing:
Tho mn nhu cu ca khch hng bng sn
phm
Qua qu trnh trao i trn th trng
Trong tng quan gi tr - chi ph.

36 HC VIN TI CHNH
QUN TR MARKETING

ThS. Nguyn Th Vn Anh

vananhnguyenx@gmail.com

HC VIN TI CHNH
B mn Marketing
 3. QUN TR MARKETING
MARKETING CN BN

Khi nim
Cc quan im qun tr Marketing
Qun tr qu trnh Marketing

38 HC VIN TI CHNH
 3. QUN TR MARKETING
MARKETING CN BN

Khi nim
Qun tr Marketing l qu trnh lp k
hoch v thc hin k hoch , nh gi,
khuyn mi, v phn phi hng ha, dch
v v tng to ra s trao i vi cc
nhm mc tiu, tha mn nhng mc tiu
ca khch hng v t chc.
Theo Hip hi Marketing M

39 HC VIN TI CHNH
 3.1 QUAN IM QUN TR MARKETING
MARKETING CN BN

Quan im trng sn xut

Quan im trng sn phm

Quan im trng bn hng

Quan im Marketing

Quan im Marketing x hi

40 HC VIN TI CHNH
 3.1 QUAN IM QUN TR MARKETING
MARKETING CN BN

Quan im trng sn xut

Quan im trng sn xut cho rng ngi tiu
dng s a chung nhng sn phm c
bn rng ri vi gi h.
V vy, vic qun tr Marketing cn phi tp
trung vo vic y mnh sn xut v phn
phi sn phm.
Mc tiu: Tng sn lng cung cp

41 HC VIN TI CHNH
 3.1 QUAN IM QUN TR MARKETING
MARKETING CN BN

Henry Ford v cng

ty Ford Motor
1908, dng xe Model T dnh cho
khch hng trung lu gi l $825.
1927, lp k lc 15 triu t bn
ra.
Ni ting vi Fordism Ch ngha
Ford: sn xut khi lng ln,
sn phm gi thnh thp, ch
i ng cng nhn cao.
Any customer can have a car
painted any color that he wants
so long as it is black.

42 HC VIN TI CHNH
 3.1 QUAN IM QUN TR MARKETING
MARKETING CN BN

Quan im trng sn phm

Quan im trng sn phm khng nh rng ngi
tiu dng s a chung nhng sn phm c cht
lng cao nht, nhiu cng dng hoc tnh nng mi
nht.
V vy, hot ng Marketing cn tp trung mi n lc
vo vic lm ra nhng sn phm thng hng v
thng xuyn ci tin chng.
Mc tiu: Hon thin sn phm

43 HC VIN TI CHNH
 3.1 QUAN IM QUN TR MARKETING
MARKETING CN BN

Sony v Walkman
1946, Sony c sng lp bi
Akio Morita v Masaru Ibuka.
7/1979, my nghe nhc cm tay
u tin trn th gii ra i.
300 mu Walkman, doanh s
100 triu chic tnh n 1992.
It had to be something
different, something nobody else
was making.

44 HC VIN TI CHNH
 3.1 QUAN IM QUN TR MARKETING
MARKETING CN BN

Quan im trng bn hng

Quan im trng bn hng khng nh rng,
ngi tiu dng s khng mua sn phm ca
cng ty vi s lng ln nu cng ty thiu
cc n lc bn hng v khuyn mi mnh
m.
Mc tiu: Tng ti a lng bn
Nhm tng Marketing l bn hng

45 HC VIN TI CHNH
 3.1 QUAN IM QUN TR MARKETING
MARKETING CN BN

Quan im Marketing
Quan im Marketing khng nh rng, cha
kha t c cc mc tiu ca cng ty l
xc nh c nhu cu cng mong mun ca
cc th trng mc tiu v m bo mc
tha mn mong mun bng nhng phng
thc hu hiu v hiu qu hn so vi cc i
th cnh tranh.
Mc tiu: Tha mn tt nht nhu cu ca
khch hng

46 HC VIN TI CHNH
 3.1 QUAN IM QUN TR MARKETING
MARKETING CN BN

Unilever (1885)
Cui TK19, ra mt sn phm
Levers Pure Honey, x bng
cng nghip u tin trn th
trng.
Khch hng: ch yu l n gii
lm vic nh
X phng cao cp Sunlight:
gim cng vic cho ph n,
mang li sc khe, s sch s,
mang n s quyn r, cuc
sng hng th hn v ng gi
hn.

47 HC VIN TI CHNH
 3.1 QUAN IM QUN TR MARKETING
MARKETING CN BN

Quan im Marketing x hi
Quan im Marketing x hi khng nh rng, nhim
v ca cng ty l xc nh nhng nhu cu, mong
mun v li ch ca th trng mc tiu v m bo
nhng mc tha mn mong mun mt cch hu
hiu v hiu qu hn cc i th cnh tranh, ng
thi bo ton hay nng cao mc phc li ca
ngi tiu dng v x hi.
Mc tiu: Bo m li ch 3 bn, doanh nghip, khch
hng, x hi.

48 HC VIN TI CHNH
 3.1 QUAN IM QUN TR MARKETING
MARKETING CN BN

Body Shop
1976, ti Anh bi Anita Roddick.
L cng ty m phm quc t
u tin c ng h bi cc t
chc bo v ng vt quc t
hng u.
Tng trng 50%/nm
Vic kinh doanh ca doanh
nghip khng ch nhm vo tin
bc, n cn phi bao gm c
trch nhim. Vic kinh doanh
nn nhm mc ch v li ch
cng ng, khng phi ch l
tha mn ham mun cho bn
thn...
49 HC VIN TI CHNH
 3.1 QUAN IM QUN TR MARKETING
MARKETING CN BN

Cc quan im qun tr Marketing

50 HC VIN TI CHNH
 3.2 QUN TR QU TRNH MARKETING
MARKETING CN BN

Qu trnh Marketing bao gm vic phn

tch nhng c hi Marketing, nghin cu
v la chn th trng mc tiu, thit k
cc chin lc Marketing, hot nh cc
chng trnh Marketing cng t chc, thc
hin v kim tra n lc Marketing.
Marketing cn bn, trang 26

51 HC VIN TI CHNH
 3.2 QUN TR QU TRNH MARKETING
MARKETING CN BN

7 Bc c bn (R-S-T-P-MM-I-C)
Nghin cu th trng (Research)
Phn on th trng (Segmentation)
La chn th trng mc tiu (Target Market)
nh v sn phm (Positioning)
Thit k Marketing Mix (Marketing Mix)
Thc hin k hoch Marketing (Implementation)
Kim tra Marketing (Control)

52 HC VIN TI CHNH
 3.2 QUN TR QU TRNH MARKETING
MARKETING CN BN

Phn tch cc c hi th trng

nh gi cc c hi ca mnh cng ty cn c mt
h thng thng tin v nghin cu Marketing.
Khi nh gi c hi kinh doanh cc nh qun tr
Marketing cn thu thp cc thng tin v mi
trng Marketing ca cng ty. bao gm c mi
trng v m v mi trng vi m.
Cc cng ty cn phi xc nh r sn phm ca mnh
bn cho ai? Trn th trng no? Th trng ngi
tiu dng l c nhn hay cc t chc? c im mua
hng ca ngi tiu dng?

53 HC VIN TI CHNH
 3.2 QUN TR QU TRNH MARKETING
MARKETING CN BN

La chn th trng mc tiu v nh

v sn phm
Tin hnh phn on th trng
o lng v nh gi mc hp dn ca cc on
th trng
a ra cc phng n v la chn th trng mc
tiu
Xy dng mt chin lc to c im khc bit v
xc nh v tr i vi th trng mc tiu ny (chin
lc nh v sn phm ca cng ty)

54 HC VIN TI CHNH
 3.2 QUN TR QU TRNH MARKETING
MARKETING CN BN

Hoch nh chng trnh Marketing

Chin lc Marketing phi c th hin
thnh cc chng trnh Marketing. Cng vic
ny c thc hin bng cch thng qua
nhng quyt nh c bn v :
Chi ph cho Marketing
Marketing Mix
Phn b chi ph cho Marketing.

55 HC VIN TI CHNH
 3.2 QUN TR QU TRNH MARKETING
MARKETING CN BN

Marketing Mix
Marketing Mix l tp hp nhng cng c
Marketing m cng ty s dng theo ui
nhng mc tiu Marketing ca mnh.
Theo McCarthy, c 4 yu t c bn l: sn phm, gi
c, phn phi, xc tin hn hp
Marketing Mix ca mt cng ty ti mt thi im
no chnh l s phi hp gia cc yu t. Cc
bin s ny c th c iu chnh v thay i tu
thuc vo th trng v khch hng mc tiu
Mi cng c Marketing u c chc nng cung ng
mt li ch nht nh cho khch hng
56 HC VIN TI CHNH
 3.2 QUN TR QU TRNH MARKETING
MARKETING CN BN

Mi cng c Marketing cung ng mt li ch nht nh

cho khch hng
4P 4C

P1: Sn phm C1: Nhu cu v mong mun ca khch hng

(Product)

P2: Gi c (Customer needs and wants)

(Price) C2: Chi ph i vi khch hng

P3: Phn phi (Cost to the customer)

(Place) C3: S thun tin

P4: Xc tin hn hp (Convenience)

(Promotion) C4: Thng tin

(Communication)

57 HC VIN TI CHNH
 3.2 QUN TR QU TRNH MARKETING
MARKETING CN BN

T chc thc hin v kim tra

Marketing
Trc ht cng ty phi xy dng c mt b my t
chc c kh nng thc hin nhng k hoch
Marketing ca mnh.
Trong qu trnh thc hin cc k hoch Marketing s
c nhiu tnh hung pht sinh. V vy cng ty cn c
thng tin phn hi v phng php kim tra.
C th phn bit ba kiu kim tra Marketing l: kim
tra k hoch nm, kim tra kh nng sinh li v kim
tra chin lc.

58 HC VIN TI CHNH
 4. PHN LOI MARKETING
MARKETING CN BN

Cn c vo hnh thi vt cht ca qu

trnh trao i
Marketing hng ha
Marketing phi hng ha
Cn c vo phm vi ng dng
Marketing doanh nghip v t chc
Marketing ngnh kinh t
Marketing quc t

59 HC VIN TI CHNH
 4. PHN LOI MARKETING
MARKETING CN BN

Cn c vo hnh thi vt cht ca qu

trnh trao i
Marketing hng ha
Marketing phi hng ha
Cn c vo phm vi ng dng
Marketing doanh nghip v t chc
Marketing ngnh kinh t
Marketing quc t

60 HC VIN TI CHNH
 5. CHC NNG V VAI TR CA MARKETING
MARKETING CN BN

Chc nng ca Marketing

Chc nng tha mn tt nht nhu cu ca x hi
Chc nng tng cng kh nng thch ng cho
doanh nghip
Chc nng tng cng kh nng cnh tranh ca
doanh nghip
Chc nng y mnh tiu th
Chc nng tng cng hiu qu ca sn xut kinh
doanh

61 HC VIN TI CHNH
 5. CHC NNG V VAI TR CA MARKETING
MARKETING CN BN

Vai tr ca Marketing
Vi qun l kinh t v m
C s xy dng cc chnh sch qun l kinh t
m bo s pht trin bn vng n nh cho nn
kinh t
Vi cc doanh nghip
Mt trong bn yu t quyt nh thnh cng
Nng cao uy tn, cng c thng hiu, tng cng
kh nng cnh tranh, chinh phc khch hng

62 HC VIN TI CHNH
 1.6 CU HI N TP
MARKETING CN BN

1. Phn bit Marketing hin i v truyn thng.

2. Ti sao c s chuyn i t tng trong kinh
doanh t Bn ci doanh nghip c sang Bn ci
th trng cn?
3. Bn hiu nh th no v trit l kinh doanh
Khch hng lun lun ng?
4. Phn tch u, nhc im cc quan im qun tr
Marketing. Cho v d c th.
5. Phn tch cc bc trong qu trnh qun tr
Marketing.

63 HC VIN TI CHNH
MARKETING CN BN

Chc cc em hc tt!

ThS. Nguyn Th Vn Anh

vananhnguyenx@gmail.com

64 HC VIN TI CHNH