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  • BI GING MN HCMARKETING QUC T

    Ging vin: TS Nguyn Huyn Minh

    Khoa Kinh t v Kinh doanh quc tTng 2 nh B, i hc Ngoi thng91 ph Cha Lng qun ng a H NiEmail: [email protected]://twitter.com/huyenminh

  • MKT401.4_LT Marketing QT

    Yu cu sinh vin nghim tc thc hin ccni quy, quy ch ca nh trng, c bit lvn eo th sinh vin.

    Sinh vin bt buc phi eo th bng dy eo ca nh trng khi vo trng, vo ging ng, trong sut bui hc cng nh khi i li trong khun vin nh trng.

    KHNG EO TH = KHNG VO HI TRNG, KHNG C IM DANH, KHNG C NHN KIM TRA, KHNG C D THI.

  • MKT401.4_LT Marketing QT

    Cn gi gn v sinh phng hc cng nh trongkhun vin nh trng v trn ng ph, to np sng vn ha v vn minh hc ng.

    Rn luyn thc k lut, tc phong nhanhnhn; nghim tc, trung thc; i hc nggi, gi trt t; c ti liu, phn bin biging hc tp c hiu qu.

  • Gio trnh:- (1) Gio trnh Marketing l thuyt

    (Trng i hc Ngoi thng), PGS.TS. Lnh Tng (ch bin), NXB Gio dc, 2000.

    - (2) Gio trnh Marketing quc t (Trngi hc Ngoi thng), PGS.TS. NguynTrung Vn (ch bin), NXB Lao ng - Xhi, 2008.

    MKT401.4_LT Marketing QT

  • Ti liu tham kho ch yu:- International Marketing, Philip R.

    Cateora, Mary C. Gilly, John L. Graham, McGraw-Hill/Irwin, 14th edition, 2009.

    MKT401.4_LT Marketing QT

  • Chng I. Khi qut chung v Marketing v Marketing quc t

    Chng II. Mi trng Marketing quc t Chng III. Nghin cu th trng th gii Chng IV. K hoch ha chin lc

    Marketing quc t Chng V. Chin lc sn phm quc t Chng VI. Chin lc gi quc t Chng VII. Chin lc phn phi quc t Chng VIII. Chin lc xc tin quc t

    MKT401.4_LT Chng trnhmn hc Marketing quc t

  • MKT401.4_LT Tin mn hc(t 22/02 n ht 19/04/2011)

    22/02: Chng III (1) 01/03: Chng III (2) 08/03: Chng IV 15/03: Chng V (1) 22/03: Chng V (2) + Chng VI (1) 29/03: Chng VI (2) 05/04: Chng VII (1) 12/04: Ngh l (c th s hc b theo

    thng bo ca nh trng) Nu hc b vo 16/04: Chng VII (2)+

    Chng VIII (1) 19/4: Chng VIII (2)

  • im chuyn cn (10%): im danh ngunhin c lp 4 ln (8 im) + im danhngu nhin mi sinh vin 1 ln (1 im) + im thng (pht biu kin xy dng bi, tr li cu hi, phn bin bi ging: ti a 1 im).

    im gia k (30%): bi tp nhm + thuyt trnh (theo hng dn ca thy Phm Vn Chin)

    im cui k (60%): thi vn p (theo sch o ca B mn v hng dn ca thy Phm Vn Chin)

    MKT401.4_LT Marketing QTCch tnh im hc phn

  • Thng tin phn hi v ging vin v mn hc:

    - Trc tip cho ging vin (T 01 226 376 787).- Cho ging vin ph trch lp (thy Phm Vn Chin).- Phng Qun l o to (tng 2 nh A). - Gio vin ch nhim Khoa chuyn ngnh.- B mn Marketing quc t (Trng B mn: PGS. TS.

    Nguyn Thanh Bnh, Phng Qun l o to, tng 2 nh A, T: 04 3259 5158, ext 205).

    - Khoa Kinh t v Kinh doanh quc t (Trng Khoa: PGS. TS. Bi Th L, tng 2 nh B, T: 04 3835 6801, ext 518).

    - Ban Gim hiu (Hiu trng: GS. TS. Hong Vn Chu, tng 8 nh A, T: 04 3834 4403, ext 168).

    - H thng hp th ly kin t trong khun vintrng hoc ti a ch http://qac.ftu.edu.vn do Trungtm m bo cht lng (tng 10 nh A) qun l.

    MKT401.4_LT Marketing QT

  • Lu v vic lin lc vi ging vin:- Vui lng trnh lin lc qua in thoi (gi in hay nhn

    tin) trc 8h hoc sau 21h, tr trng hp khn cp. - u tin lin lc qua email, vui lng ghi r trn tiu

    (subject): MKT401.4 - Ni dung hi. V d:MKT401.4 Bi ging chng IIIMKT401.4 Bi tp chng GiMKT401.4 Thc mc v kt qu im danh

    - Xin vui lng KHNG a ging vin vo danh sch bnb trn cc mng x hi (Facebook, LinkedIn) hocm thoi trc tuyn (Yahoo!Messenger).

    - Ging vin KHNG tip sinh vin ti nh ring vi bt kl do g.

    - NGHIM CM tng qu di bt k hnh thc no.

    MKT401.4_LT Marketing QT

  • Lut Cnh tranh 2004 Lut Thng mi 2005 Lut u t 2005 Lut Doanh nghip 2005 Lut S hu tr tu 2005 Lut cht lng SP, HH 2007 Lut bo v quyn li NTD 2010 Php lnh Qung co 2001

    CC VN BN PHP LUT LIN QUAN N HOT NG MARKETING

  • Thi gian hc trn lp theo tn ch b rtngn so vi nin ch; mc gn ktv h tr trong lp gim thiu; lngthng tin cp nht cn trao i so vikin thc l thuyt chun trong giotrnh khng ngng tng ln sinhvin cn thc c vic t hcca bn thn mnh v tip cn kinthc mt cch ch ng, sng to, ph hp vi hon cnh c nhn.

    MKT401.4_LT Lu vphng php hc v thi

  • Ging vin nh gi cao vic sinh vinmt mt m bo k lut chung vthc hin ng cc ch dn, mt khctch cc tham gia xy dng bi ging, tm hiu thm v cc vn do gingvin gi v trao i trn lp sinh vin cn c tc phong nhanhnhn, nghim tc, tp trung nghe hiu ng v cc vn cnu ra, hc hiu, bin kin thcthnh hiu bit ca bn thn.

    MKT401.4_LT Lu vphng php hc v thi

  • Thi vn p yu cu sinh vin thuc bi hiu bi din t tt giao tip tt ng ph vi nhng tnh hung bt

    ng pht sinh

    MKT401.4_LT Lu vphng php hc v thi

  • Khng c mt phng php ging duynht, khng c mt phng php hcduy nht, khng c mt phng phplm vic duy nht sinh vin cnthch nghi vi iu kin hc tp tmc tiu hc tp, ng thi rnluyn cc k nng c th lm vicc hiu qu v sau ny.

    MKT401.4_LT Lu vphng php hc v thi

  • Nguyn Huyn Minh (FTU)

    CHNG 5CHIN LC SN PHM QT

    1. Khi nim2. Vng i sn phm quc t3. Cc quyt nh v

    pht trin sn phm4. Bao b, nhn hiu sn phm

  • Nguyn Huyn Minh (FTU)

    - CHNG 5 -1. Khi nim sn phm

    1.1. nh ngha:- xem GT Marketing LT (tr.73)- SP = SP hu hnh + SP v hnh- SP = Hng ha v/hoc dch v- Khi nim SP m rng : hng ha, dchv, tng, con ngi, a imTheo AMA (1985): goods, services, ideasTheo AMA (2007): offerings

  • Nguyn Huyn Minh (FTU)

    - CHNG 5 -1. Khi nim sn phm

    1.2. 5 cp cu thnh (1):- xem GT Marketing LT (tr.74)- Li ch ct li: l gi tr s dng, hay cng dng ca sn phm;- Sn phm hin thc: l kt cu cc bphn ca sn phm c th hin trctip hay gin tip di dng vt cht;

  • Nguyn Huyn Minh (FTU)

    - CHNG 5 -1. Khi nim sn phm

    1.2. 5 cp cu thnh (2):- Sn phm mong i: l tp hp nhng thuctnh hay nhng iu kin m khch hng trngch hay k vng khi mua sn phm;- Sn phm b sung: l phn tng thm vosn phm hin hu nhng dch v, tin ch hay li ch khc tha mn tt hn yu cu cakhch hng v to s khc bit so vi snphm cnh tranh cng loi.

  • Nguyn Huyn Minh (FTU)

    - CHNG 5 -1. Khi nim sn phm

    1.2. 5 cp cu thnh (3):- Sn phm tim nng: l ton b nhng yut tng cng v thay i ca sn phm mc cao nht c th trong tng lai. Nu nhsn phm b sung th hin phn tng thmvo sn phm hm nay, th sn phm timnng th hin kh nng pht trin ca snphm trong tng lai nhm c nh ha vchim u th cnh tranh vt tri.

  • Nguyn Huyn Minh (FTU)

    - CHNG 5 -1. Khi nim sn phm

    1.3. Phn loi sn phm:- xem GT Marketing LT (tr. 78-82)- Hng tiu dng (Consumer products): thngxuyn/khng thng xuyn; lu bn/khng lubn- Hng cng nghip (B2B products): nguyn, nhin vt liu; linh kin, bn thnh phm; mymc thit b; my vn phng; vn phng phm, vt dng thng ngy.

  • Nguyn Huyn Minh (FTU)

    - CHNG 5 -1. Khi nim sn phm

    1.4. Mt s lu v cc dch v:-Tnh v hnh (intangibility)

    -Tnh ng thi (simultaneity)

    -Tnh kh bin (variability), hay

    tnh khng ng nht (heterogeneity)

    -Khng th phn chia (inseparability)

    -Khng th lu kho, d tr (perishability)

  • MARKETING-MIX I VI DCH V

    Marketing-Mix truyn thng vi 4P:

    - Sn phm (Product)

    - Gi (Price)

    - Xc tin (Promotion)

    - Place (Phn phi)

  • MARKETING-MIX I VI DCH V

    3 yu t c th i vi cc dch v:

    - Mi trng vt cht (Physical evidence)

    - Quy trnh nghip v (Process)

    - Yu t con ngi (People)

  • MARKETING-MIX I VI DCH V

    Mt s yu t khc cn lu :

    - Tc phong chuyn nghip (Professionalism)

    - nh hng u tin (Priority)

    - Quan h i tc (Partnership)

  • Nguyn Huyn Minh (FTU)

    - CHNG 5 -1. Khi nim sn phm

    1.5. nh v sn phm:- L vic xc nh v tr ca sn phm cadoanh nghip so vi sn phm cnh tranhtrong tim thc ca ngi tiu dng.- La chn t ng, slogan/strapline, hnh nh, logo, mu sc c trng.- Mt s nguyn tc (ngi u tin/ngidn u; nguyn tc i u; quy tc Miller)

  • Nguyn Huyn Minh (FTU)

    - CHNG 5 -2. Vng i sn phm quc t

    2.1. Khi nim v vng i sn phm (PLC):- xem GT Marketing LT (tr. 86)- C th coi, PLC l khong thi gian ctnh t khi sn phm c a ra thtrng cho n khi n c rt khi thtrng.- Vng i sn phm ph thuc vo nhiu yut: nhu cu trn th trng, bn thn sn phmv cc chnh sch h tr ca DN, cc yu tmi trng (KT, CN, cnh tranh)

  • Nguyn Huyn Minh (FTU)

    - CHNG 5 -2. Vng i sn phm quc t

    2.1. Khi nim v vng i sn phm (PLC):

  • Nguyn Huyn Minh (FTU)

    - CHNG 5 -2. Vng i sn phm quc t

    2.2. c im cc giai on (1):- 4 giai on: 1-Thm nhp, 2-Tng trng/Phttrin, 3-Bo ha/Chn mui, 4-Suy tn.- DS: Thp, tng nhanh, tng chm dn v tcc i ri gim.- LN: m, bt u tng, t mc cao ri gim.- Mc tiu: Gii thiu sn phm, m rng thtrng, gi th phn t li nhun, gim chi ph tn thu.

  • Nguyn Huyn Minh (FTU)

    - CHNG 5 -2. Vng i sn phm quc t

    2.2. c im cc giai on (2):- SP: Tiu chun, dch v i km, a dng hakiu dng mu m, thu hp dn.- Gi: 2 trng hp:

    + Cao, gim dn, n nh v gim+ Thp, tng dn, n nh v gim.

    - Phn phi: Chn lc, m rng h thng, mnh, thu hp dn.

  • Nguyn Huyn Minh (FTU)

    CHNG 5 2. Vng i sn phm quc t

    2.2. c im cc giai on (3):- Xc tin:

    + Thu ht ch , khuyn khch s dng th+ Tp trung vo ton b cc nhm KH+ Qung co duy tr (NH), khuyn khch s

    dng nhiu+ Gim mc ti thiu pha suy tn.

  • Nguyn Huyn Minh (FTU)

    CHNG 52. Vng i sn phm quc t

    2.3. ngha thc tin:- Phi hp c cc thnh phn c bn caMarketing hn hp mt cch hiu qu;- Kim sot c v mt doanh s, chi ph, linhun phn b c tt hn cc ngun lc;- a ra mt danh mc sn phm ti u (cf. nh gi v la chn SBU trong chng KHH).

  • Nguyn Huyn Minh (FTU)

    CHNG 52. Vng i sn phm quc t

    2.4. Vng i sn phm quc t (IPLC):- c GT Marketing quc t tr. 281 293.- Lu 5 pha ca IPLC: i mi trong nc

    i mi ngoi nc Tng trng vchn mui Khp ni bt chc i mingc chiu.

  • Nguyn Huyn Minh (FTU)

    3.1. Ma trn Ansoff (Product-Market Expansion Grid)- SPHH/TTHH: Cng c v m rng khai thc thtrng hin ti. Market penetration- SPHH/TT mi: Tm kim th trng mi cho snphm hin ti. Market development- SP mi/TTHH: Pht trin sn phm nhm png ton din nhu cu trn th trng hin ti. Product development- SP mi/TT mi: a dng ha SP, m rng TT Diversification

    CHNG 53. Cc quyt nh v pht trin sn phm

  • Nguyn Huyn Minh (FTU)

    3.1. The Starbucks case:- Market penetration, first: making more sales to current customers without changing its products.- Market development, second: review new demographic and geographical markets.- Product development, third: offering modified or new products to current markets (new reduced-calories options, or chocolate beverage for non-coffee drinkers).- Diversification: new Starbucks entertainment division, casual clothing

    CHNG 53. Cc quyt nh v pht trin sn phm

  • Nguyn Huyn Minh (FTU)

    CHNG 53. Cc quyt nh v pht trin sn phm

    3.2. Cn c la chn:- Vng i sn phm- Tnh hnh th trng (nhu cu, cnhtranh)- Mc tiu, kh nng v ngun lc cadoanh nghip

  • Nguyn Huyn Minh (FTU)

    CHNG 53. Cc quyt nh v pht trin sn phm

    3.3. Cc bc pht trin sn phm mi:- Hnh thnh tng Idea generation- Tuyn chn tng Idea screening & Concept testing- Lp lun chng kinh t k thut Business Analysis- Thit k v tuyn chn mu Product development- Sn xut th Production testing- Bn th Test marketing- Sn xut hng hot v thng mi haCommercialization

  • Nguyn Huyn Minh (FTU)

    CHNG 54. Bao b v nhn hiu sn phm

    4.1. Bao b sn phm (1):- Vai tr v chc nng (7P): Bo v, Duy tr, Mang vc, Cn i, Gii thiu, Thc y, Sn sng.- Phn loi: Bao b thng phm (bao bcha ng, bao b ngoi) c gn trctip v c bn cng; bao b khng ctnh cht thng phm.

  • Nguyn Huyn Minh (FTU)

    CHNG 5 4. Bao b v nhn hiu sn phm

    4.1. Bao b sn phm (2):- M vch sn phm:

    + Khi nim+ Cc h thng (UPC v EAN)+ Phn tch m vch

    - Gii thiu m 2 chiu v nhng ng dngbc u trong i sng kinh t x hi

  • Nguyn Huyn Minh (FTU)

    CHNG 5 4. Bao b v nhn hiu sn phm

    4.1. Bao b sn phm (2):- M vch sn phm:

    + Khi nim: L vic m ha (nh m s) cho sn phm theo mt quy tc chung nhmm bo s thun tin t sn xut n vnchuyn, phn phi v tiu dng trn phm vi quc gia v quc t.

  • Nguyn Huyn Minh (FTU)

    CHNG 5 4. Bao b v nhn hiu sn phm

    4.1. Bao b sn phm (2):- M vch sn phm:

    + Cc h thng:UPC: Universal Product Code (Bc M) vEAN: European Article Number (EU, Nht)

    + Phn tch m vch:M QG-M DN-M MH-Ch s kim tra

  • Nguyn Huyn Minh (FTU)

    CHNG 5 4. Bao b v nhn hiu sn phm

    4.1. Bao b sn phm (2):M QG:

    VN: 893 c: 40-43, 440Php: 30-37 TQ: 690-695Nht: 45 v 49 Thy S: 760-769Nga: 46 USA: 00, 01, 03, 06-13Anh: 50

  • Nguyn Huyn Minh (FTU)

    CHNG 5 4. Bao b v nhn hiu sn phm

    4.2. Nhn hiu sn phm:- Brand vs Trademark (theo AMA, theoWIPO, theo thc tin kinh doanh)- Nhn hiu vs thng hiu trong ting Vit- Nhn hiu theo B Lut Dn s c (. 785)- Nhn hiu theo Lut SHTT (. 4.16 v . 72)- Cc thnh phn ca nhn hiu- Cc ni dung lin quan

  • Nguyn Huyn Minh (FTU)

    -CHNG 5 -4. Bao b v nhn hiu sn phm

    4.2. Nhn hiu sn phm:- Brand : Name, term, sign, symbol, design or a combination of them.- Trademark: A distinctive sign which identifies certains goods or services as those produced or provided by a specific person or enterprise.(WIPO)- Trademark: Any word, name, symbol or device, slogan, package design or combination of these that serves to identify and distinguishes a specific product from others in the market place or in trade.(ITA)

  • Nguyn Huyn Minh (FTU)

    -CHNG 5 -4. Bao b v nhn hiu sn phm

    4.2. Nhn hiu sn phm:- Brand : Name, term, design, symbol, or any other feature that identifies one sellers good or service as distinct from those of other sellers.[](AMA, Dictionary of Marketing Terms, 2009)

  • Nguyn Huyn Minh (FTU)

    -CHNG 5 -4. Bao b v nhn hiu sn phm

    4.2. Nhn hiu sn phm:- Trademark :[] The legal term for brand is trademark.(AMA, Dictionary of Marketing Terms, 2009)

  • Nguyn Huyn Minh (FTU)

    -CHNG 5 -4. Bao b v nhn hiu sn phm

    4.2. Nhn hiu sn phm: (Theo Lut SHTT, 2005)iu 4. Gii thch t ngTrong Lut ny, cc t ng di y c hiu nh sau:[...]16. Nhn hiu l du hiu dng phn bit hng

    ho, dch v ca cc t chc, c nhn khc nhau. 17. Nhn hiu tp th [...]18. Nhn hiu chng nhn [...]19. Nhn hiu lin kt l cc nhn hiu do cng mt ch

    th ng k, trng hoc tng t nhau dng cho snphm, dch v cng loi hoc tng t nhau hoc clin quan vi nhau.

    20. Nhn hiu ni ting l nhn hiu c ngi tiudng bit n rng ri trn ton lnh th Vit Nam.

    [...]

  • Nguyn Huyn Minh (FTU)

    -CHNG 5 -4. Bao b v nhn hiu sn phm

    4.2. Nhn hiu sn phm: (Theo Lut SHTT, 2005)iu 72. iu kin chung i vi nhn hiu c bo hNhn hiu c bo h nu p ng cc iu kin

    sau y:1. L du hiu nhn thy c di dng ch

    ci, t ng, hnh v, hnh nh, k c hnhba chiu hoc s kt hp cc yu t , c th hin bng mt hoc nhiu musc;

    2. C kh nng phn bit hng ho, dch v cach s hu nhn hiu vi hng ho, dch v cach th khc.

  • THE MARKETING-MIX& PRODUCTS

    Product Mix (Product portfolio) decisions:

    - Product Mix: full set of a firms products and variants across all markets served.

    - Product line: group of products closely related to each other.

    - Product Mix width: number of product lines- Product line length: number of items- Product line depth: number of variants

  • THE MARKETING-MIX& PRODUCTS

    Product Mix (Product portfolio) decisions:

    - Unilever: Pers. care, Home care, Foods (Mix width)Lifebouy, Lux, Ponds, Sunsilk, Dove(product line length)Dove brand: soap, body washes, shampoos, conditioners, deodorants(product line depth)

  • THE MARKETING-MIX& PRODUCTS

    Product Mix (Product portfolio) decisions:

    - Colgate: Oral care, Pers. care, Household care(Mix width)Colgate Total, Colgate Tartar Control, Colgate 2in1, Colgate Cavity Protection, Colgate Sensitive, Colgate Fresh Confidence, Colgate Max Fresh, Colgate Simply White, Colgate Sparkling White(Colgates line of Toothpastes depth)

  • THE MARKETING-MIX& PRODUCTS

    How to lengthen a companys product line?

    - By line stretching: downwards (Mercedes C-class), upwards (Lexus, Infinity, Acura) or both ways.

    - By line filling: by adding more items within the present range of the line (Solar-powered Walkman, waterproof Walkman)

  • THE MARKETING-MIX& PRODUCTS

    Brand development

    New brands(Matsushita)

    Multibrands(Procter&Gamble)

    New Brand Name

    Brand extension(Kimberly-Clarks Huggies)

    Line Extension(Nestles Ski youghurtrange)

    Existing Brand Name

    New ProductExisitingProduct

  • Nguyn Huyn Minh (FTU)

    -CHNG 5 -4. Bao b v nhn hiu sn phm

    4.3. Vn xy dng, pht trin v bo v thnghiu:

    - Doanh nghip ch c th ng k nhn hiu c bo h. Thng hiu bao gm c ccyu t v hnh khng th c ng k.

    - Doanh nghip cn c thc xy dng v tbo v thng hiu ca mnh, v thnghiu l ti sn v hnh v l ch ng lu ditrong tim thc v tri tim ca khch hng.

  • BRAND EQUITY

    = BRAND

    CONTRIBUTION X

    BRANDMOMENTUM

    (BrandZ method)

  • THE MARKETING-MIX& PRODUCTS Brand = Brand name + Brand mark

    Types of brands:

    -Manufacturer brands-Distributor/Store/Private brands-Licensed brands-Co-branding

  • THE MARKETING-MIX& PRODUCTS

    Brand equity: the marketplace value of a brand based on reputation and goodwill.

    4 levels of a brand value:(4 cp ca gi tr thng hiu)

    -Brand awareness (nhn bit)-Brand acceptability (chp nhn)-Brand preference (a thch)-Brand loyalty (trung thnh)

  • 4 cp ca gi tr thng hiu:- Hai cp u tin thin v hu hnh- Hai cp tip theo thin v v hnh- Cp cui cng l cp c tnh bn

    vng cao nht, gn kt khch hng, bov uy tn thng hiu

  • Nguyn Huyn Minh (FTU)

    CHNG 6CHIN LC GI QUC T

    1. Khi nim v cc mc tiu2. Cc cn c xc nh gi QT3. Cc loi gi quc t4. Cc chin lc v gi QT5. Quy trnh xc nh gi QT

    Gio trnh Marketing l thuyt, tr. 100 122Gio trnh Marketing quc t, tr. 328 - 376

  • Nguyn Huyn Minh (FTU)

    - CHNG 6 -1. Khi nim v cc mc tiu

    1.1. Khi nim:- Gi: khon tin, lng hng ha hay nhngdch v m ngi mua cn b ra i lynhng hng ha hay dch v t ngi bn.- Gi quc t: hnh thi tin t quc t ca gitr sn phm, c hnh thnh thng qua cnhtranh v quan h cung cu trn phm vi th gii.

    Gi quc t l mc gi i din cho mt loihng ha trn th trng quc t.

  • Nguyn Huyn Minh (FTU)

    - CHNG 6 -1. Khi nim v cc mc tiu

    1.1. Khi nim:- 3 iu kin:

    + l gi ca cc hp ng thng mi thngthng, giao dch vi khi lng ln

    + c k kt bng ng tin t do chuyni ($, , , )

    + l gi nhng trung tm quan trng nhttrong mu dch quc t v mt hng .

  • Nguyn Huyn Minh (FTU)

    - CHNG 6 -1. Khi nim v cc mc tiu

    1.1. Khi nim:- Cch tham kho:

    + ti cc S, Trung tm giao dch truynthng

    + Gi ca nc xut/nhp khu ch yu+ Gi ca nc sn xut/cung cp ch yu

  • Nguyn Huyn Minh (FTU)

    - CHNG 6 -1. Khi nim v cc mc tiu

    1.2. Cc mc tiu (tng th/cc b):1.2.1. Mc tiu li nhun:

    - Li nhun tuyt i : pi = TR TC - Li nhun tng i: pi/I (%)- Li nhun trc thu/sau thu- Cc ch s khc (ROR/ROI)

    1.2.2. Mc tiu doanh s:TR = P Q

  • Nguyn Huyn Minh (FTU)

    - CHNG 6 -1. Cc mc tiu ca chnh sch gi

    1.2.3. Mc tiu th phn:- Th phn, hay th phn tuyt i (MS) l tl phn trm gia doanh thu hay lng bnca DN so vi tng doanh thu hay lng bntng ng trn ton b khu vc th trng.- Th phn tng i (RMS) l t l giadoanh thu hay lng bn ca DN so vidoanh thu hay lng bn ca i th cnhtranh mnh nht (s dng cho m hnh BCG).

  • Nguyn Huyn Minh (FTU)

    - CHNG 6 -1. Cc mc tiu ca chnh sch gi

    1.2.4. Cc mc tiu khc:- Thm nhp th trng- Tung sn phm mi ra th trng- Chn lc th trng- M rng th trng- Bo v v chim lnh th trng

    y l cc mc tiu tnh th, ph hp vitng thi k cng nh chin lc pht trinca doanh nghip.

  • Nguyn Huyn Minh (FTU)

    - CHNG 6 -2. Cc cn c xc nh gi QT

    2.1. Phn tch chi ph v gi thnh:- Cc loi gi thnh v chi ph tng ng- Gi bn = Gi thnh + %LN d kin- VD: Ngi sn xut cn c vo gi thnhcng xng, ngi bn l cn c vo githnh bn l nh gi bn sau khi cngt l % li d kin. c bit lu cc loithu, ph XNK trong GDTMQT.

  • Nguyn Huyn Minh (FTU)

    - CHNG 6 -2. Cc cn c nh gi

    2.2. Cn c vo im ha vn (BEP):- Sn lng ha vn:

    BEV = FC / (P VC)- Khi lng bn t li nhun mc tiu:

    TRV = (TR + FC) / (P VC)- Min gim gi ti u: v < M < P- im ha vn di/im ha vn trn

  • Nguyn Huyn Minh (FTU)

    - CHNG 6 -2. Cc cn c nh gi

    2.3. Cn c vo h s co gin cu gi (1):- H s co gin cu gi (PED) l t l so snhgia % thay i ca cu tng ng vi % thay i ca gi- Cng thc tnh:

    eD = (Q/Q0) / (P/P0)

  • Nguyn Huyn Minh (FTU)

    - CHNG 6 -2. Cc cn c nh gi

    2.3. Cn c vo h s co gin cu gi (2):- Nu eD < 1 : cu co gin theo gi

    eD = 1 : cu co gin n v(gi gim bao nhiu% th cu tng by nhiu %)

    1 < eD < 0 : cu t co gin (ko ng k)eD = 0 : cu khng co gineD > 0 : cu co gin ngc (c bit)

    - H s co gin cho (CPED) gia 2 mt hng

  • Nguyn Huyn Minh (FTU)

    - CHNG 6 -2. Cc cn c nh gi

    2.4. Cc cn c nh gi khc: - Theo mc gi th trng- Theo cc giai on ca vng i sn phm- nh gi theo cm nhn v tm l khch hng(Phng php nh gi Gabor-Granger qua kho st, iu tra khch hng tim nng)

    Mt s loi (chin lc) gi in hnh

  • Nguyn Huyn Minh (FTU)

    - CHNG 6 -2. Cc cn c nh gi

    2.4. Cc cn c nh gi khc: Phng php nh gi Gabor-Granger qua khost, iu tra khch hng tim nng qua hai mcGi (ngng trn v ngng di):- Vi mc gi di bao nhiu tin th qu khch

    ko mua v cho rng SP khng m bo cht lng?- Vi mc gi trn bao nhiu tin th qu khch ko

    mua v cho rng n qu t?

  • Nguyn Huyn Minh (FTU)

    - CHNG 6 -3. Cc loi gi quc t

    - Theo phng thc giao dch:+ Gi k kt thc t+ Gi u gi quc t+ Gi u thu quc t+ Gi yt bng S giao dch quc t+ Gi tham kho

  • Nguyn Huyn Minh (FTU)

    - CHNG 6 -3. Cc loi gi quc t

    - Theo phng php tnh gi:+ Gi c nh (fixed price)+ Gi linh hot (flexible price)+ Gi kt hp+ Gi di ng, gi trt (sliding scale price):

    P1 = P0 (a + b x M1/M0 + c x S1/S0)

  • Nguyn Huyn Minh (FTU)

    - CHNG 6 -4. Cc chin lc gi quc t

    - Trong giai on thm nhp+ Skimming pricing+ Penetration pricing

    - Trong giai on tng trng v chn mui:+ Differentiation pricing >>>

  • Nguyn Huyn Minh (FTU)

    - CHNG 6 -4. Cc chin lc gi quc t

    Gi phn bit:- Theo nhm khch hng- Theo khu vc a l- Theo tnh cht hng ha- Theo hnh nh ca sn phm- Theo ma v- Theo cc iu kin thng mi quc t (b 13 iu kin theo

    Incoterms 2000; 11 iu kin theo Incoterms 2010)- Gi leo thang (Price Escalation): tnh n cc chi ph lm

    hng XK, thu v l ph, lm pht, t gi hi oi, chi phgiao dch, vn ti v bo him

  • Mt s loi gi in hnh khc (gi theotm l khch hng, theo cm nhn cangi mua, theo xut x hng ha, githeo danh mc hng ha, gi tngphn/gi trn gi, mua bn i lu(countertrade), chuyn gi (transfer pricing), gi khng ch (administered pricing))

    - CHNG 6 -4. Cc chin lc gi quc t

  • Nguyn Huyn Minh (FTU)

    - CHNG 6 -5. Cc bc quyt nh gi QT

    - Xc nh mc tiu & phng php tnh gi- Xc nh chi ph (gi thnh SX, chi ph lu

    thng, thu, ph XNK)- D bo tng cu v lng bn- Xc nh gi cnh tranh- Thng bo gi, m phn, iu chnh- Quyt nh mc gi bn ti u (khung gi, biu

    gi, cc mc gim gi v chit khu, phngn d phng)

  • THE MARKETING-MIX& PRICING

    Monetary Cost

    Time Cost

    Energy Cost

    Psychic Cost

    Product Benefit

    Service Benefit

    Personnel Benefit

    Image BenefitPERCEIVED COST

    V

    A

    L

    U

    E

    PERCEIVED BENEFIT

  • Nguyn Huyn Minh (FTU)

    CHNG 7CHIN LC PHN PHI QT

    1. Khi qut chung2. Phng thc v knh phn phi3. Cc trung gian phn phi4. Cc chin lc phn phi in hnh

  • Nguyn Huyn Minh (FTU)

    CHNG 71. Khi qut chung

    1.1. Khi nim:- Phn phi (distribution) l cc hot

    ng nhm a hng ha ti aim v vo thi gian m KH mongmun mua chng. Ni cch khc, phn phi bao gm ton b hotng a sn phm t NSX nNTD hoc ngi s dng.

  • Nguyn Huyn Minh (FTU)

    CHNG 71. Khi qut chung

    1.1. Khi nim:- Cc hot ng Marketing lin quan

    n qu trnh phn phi bao gm: thu thp thng tin, cung cp tichnh, chia s ri ro, la chn vtrng by sn phm, xc tin, nhgi, phn phi vt cht v dch vkhch hng.

  • Nguyn Huyn Minh (FTU)

    CHNG 71. Khi qut chung

    1.2. Mc ch:- a SP t NSX n NTD mt cch nhanh

    chng v hiu qu- Chuyn giao quyn s hu v hng ha- Thu doanh s- Cung cp v thu nhn thng tin v th trng- Tha mn nhu cu v xy dng mi quan h

    vi khch hng

  • Nguyn Huyn Minh (FTU)

    CHNG 71. Khi qut chung

    1.3. Yu cu (4R):- ng hng Right product- ng a im Right place- ng thi gian Right time- ng chi ph Right cost

    (Chi ph ti thiu) (Minimum cost)

  • Nguyn Huyn Minh (FTU)

    CHNG 71. Khi qut chung

    1.4. Chc nng:- Ct gim v kim sot chi ph mt

    cch ti u- To ra cc gi tr/tin ch/li ch

    (utilities): v khng gian, v thigian, v thng tin&xc tin v vgiao dch.

  • Nguyn Huyn Minh (FTU)

    CHNG 72. Phng thc v knh phn phi

    2.1. Khi nim: - Phng thc phn phi l cch thc

    m hng ha c lu chuyn t nhsn xut n ngi tiu dng cui cng

    - Knh phn phi l l tp hp nhng cnhn hay t chc tham gia lu chuynlung hng ha t nh sn xut nngi tiu dng cui cng.

  • Nguyn Huyn Minh (FTU)

    CHNG 72. Phng thc v knh phn phi

    2.2. Cc phng thc phn phi: 2.2.1. Phng thc phn phi trc tip:- Hng ha c phn phi trc tip t

    NSX n NTD khng thng qua hthng cc trung gian. VD: Bn ti cahng gii thiu SP ca cng ty, mybn hng t ng, website ca NSX

  • Nguyn Huyn Minh (FTU)

    CHNG 72. Phng thc v knh phn phi

    2.2. Cc phng thc phn phi: 2.2.1. Phng thc phn phi trc tip:- u im: Kim sot c ton b

    qu trnh phn phi, tip xc vi KH lNTD cui cng, khng phi chia s linhun.

  • Nguyn Huyn Minh (FTU)

    CHNG 72. Phng thc v knh phn phi

    2.2. Cc phng thc phn phi: 2.2.1. Phng thc phn phi trc tip:- Nhc im: i hi cao v ngun

    lc ti chnh, nhn s cng nh vkinh nghim v qun l.

  • Nguyn Huyn Minh (FTU)

    CHNG 72. Phng thc v knh phn phi

    2.2. Cc phng thc phn phi: 2.2.2. Phng thc phn phi gin tip:- Hng ha c lu chuyn t NSX

    n NTD thng qua h thng cc trunggian. VD: hng bn qua ca hng tpha, cc i l, h thng cc siu th, trn website ca nh phn phi

  • Nguyn Huyn Minh (FTU)

    CHNG 72. Phng thc v knh phn phi

    2.2. Cc phng thc phn phi: 2.2.2. Phng thc phn phi gin tip:- u im: Gip DN tp trung cc

    ngun lc cho SX, gim bt s lngcc mi quan h giao dch v tnghiu qu ca chng.

  • Nguyn Huyn Minh (FTU)

    CHNG 72. Phng thc v knh phn phi

    2.2. Cc phng thc phn phi: 2.2.2. Phng thc phn phi gin tip:- Nhc im: Khng kim sot c

    ton b qu trnh phn phi, kmnhy bn trc nhng bin ng cath trng, DN phi pht trin cn iv hi ha quan h i tc vi cctrung gian phn phi.

  • ThTh

    trtrngng

    mmcc

    tiutiu

    NhNh ssnn xuxutt

    NhNh phnphn phphii

    GiGi

    GiGi

    SSnn phphmm

    SSnn phphmm

    PhnPhn phphii

    PhnPhn phphii

    XXcc titinn

    XXcc titinn

    HHpp ttcc

    CHNG 72. Phng thc v knh phn phi

  • Nguyn Huyn Minh (FTU)

    CHNG 72. Phng thc v knh phn phi

    2.3. Cc knh phn phi: 2.3.1. i vi hng tiu dng:- Knh 0: NSX NTD- K. cp 1: NSX NBL NTD- K. cp 2: NSX NBB NBL NTD- K. cp 3: NSX i l/Mi gii

    NBB NBL NTD

  • Nguyn Huyn Minh (FTU)

    CHNG 72. Phng thc v knh phn phi

    2.3. Cc knh phn phi: 2.3.2. i vi hng cng nghip:- Knh 0: NSX Doanh nghip mua- K. cp 1: NSX i din hoc Nh

    phn phi CN DNM- K. cp 2: NSX i din Nh

    phn phi CN DNM

  • Nguyn Huyn Minh (FTU)

    CHNG 72. Phng thc v knh phn phi

    2.3. Cc knh phn phi: - Knh 0 cn gi l knh phn phi trc

    tip. Cc knh cn li l knh phnphi gin tip.

    - Knh cp 1 l knh phn phi ngn (chs dng 1 trung gian), t cp 2 tr lnl knh phn phi di (qua nhiu trunggian).

  • Nguyn Huyn Minh (FTU)

    CHNG 72. Phng thc v knh phn phi

    2.4. Cc cn c la chn phng thc vknh phn phi:

    - c im ca khch hng- c im ca sn phm- c im ca h thng phn phi- c im ca mi trng kinh doanh- Mc tiu v kh nng ca nh sn xut

  • Nguyn Huyn Minh (FTU)

    CHNG 73. Cc trung gian phn phi

    3.1. i l (Agent):- C th i din cho bn mua hay bn

    bn (mua h hay bn h), l i l bnbun hay i l bn l.

    - Hot ng di tn ca ngi m h i din, khng c quyn s hu ivi hng ha, thu li nhun qua tinhoa hng c quy nh trong hp ng i l.

  • Nguyn Huyn Minh (FTU)

    CHNG 73. Cc trung gian phn phi

    3.2. Mi gii (Broker):- Xc tin vic mua bn hng ha, lm cho

    cung cu trn th trng gp nhau, kt nigia bn mua vi bn bn.

    - Khng trc tip tham gia vo vic mua bn, v vy cng khng c quyn s hu i vi hng ha.

    - Thu hoa hng t c bn bn v bn mua.

  • Nguyn Huyn Minh (FTU)

    CHNG 73. Cc trung gian phn phi

    3.3. Ngi bn bun (Wholesaler):- L ngi cung ng hng ha, dch v

    cho ngi mua bn li hoc sdng vo mc ch kinh doanh.

    - V d: Chi nhnh/VPD bn hng, umi bn bun tng hp, u mi bnbun chuyn doanh, trung tm bnbun cash-and-carry

  • Nguyn Huyn Minh (FTU)

    CHNG 73. Cc trung gian phn phi

    3.4. Ngi bn l (Retailer):- L ngi cung ng hng ha, dch v

    cho ngi mua nhm mc ch tiudng c nhn hoc phi thng mi.

    - V d: Ca hng bch ha, ca hngchuyn doanh, siu th, i siu th, trung tm mua sm, ca hng tin li, hiu tp ha, cc hnh thc bn khngqua ca hng

  • CCcc loloii hhnhnh phnphn phphiiphph bibinn hihinn naynay

    BBnn bunbun ((WholesalerWholesaler):):Ngi cung ng hng ha, dch v chongi mua bn li hoc s dng vomc ch kinh doanh. BBnn ll ((RetailerRetailer):):Ngi cung ng hng ha, dch v chongi mua nhm mc ch tiu dng cnhn hoc phi thng mi.

  • CCcc loloii hhnhnh phnphn phphiiphph bibinn hihinn naynay

    Bn bun:- Chi nhnh/VPD bn hng- u mi bn bun tng hp

    (McLane Company)- u mi bn bun chuyn doanh

    (Alpine Lace)- Trung tm bn bun Cash-n-Carry

    (Metro AG)

  • CCcc loloii hhnhnh phnphn phphiiphph bibinn hihinn naynay

    Bn l:- Ca hng bch ha (Harrods, Macy...) - Ca hng chuyn doanh (C&A, Fnac...)- Siu th, i siu th (Sainsbury, Tesco...)- Trung tm mua sm (Wal.Mart, Target...)- Ca hng tin dng (7-Eleven, 8 Huit...)- Bn khng qua ca hng

    (my bn hng, Internet, th tn...)

  • Quy ch v siu th v trung tm thng mi(B Cng thng, 2004):- Siu th l loi hnh ca hng hin i; kinh doanh

    tng hp hoc chuyn doanh; c c cu chng loi hng ha phong ph, a dng, bo m cht lng; p ng cc tiu chun v din tch kinh doanh, trang b k thut v trnh qun l, tchc kinh doanh; c cc phng thc phc v vn minh, thun tin nhm tha mn nhu cu mua sm hng ha ca khch hng.

    CCcc siusiu thth vv trungtrung tmtmthngthng mmii ViVitt NamNam

  • Quy ch v siu th v trung tm thng mi(B Cng thng, 2004):- Trung tm thng mi l loi hnh t chc kinh

    doanh thng mi hin i, a chc nng, bao gm t hp cc loi hnh ca hng, c s hot ng, dch v, hi trng, phng hp, vn phng cho thu...c b tr tp trung, lin hon trong mt hoc mt s cng trnh kin trc lin k [...] p ng nhu cu pht trin hot ng kinh doanh ca thng nhn v tha mn nhu cu v hng ha, dch v ca khch hng.

    CCcc siusiu thth vv trungtrung tmtmthngthng mmii ViVitt NamNam

  • Quy ch v siu th v trung tm thng mi(B Cng thng, 2004):- Phn hng (I, II, III) theo:

    + tnh cht kinh doanh, + din tch kinh doanh, + s lng mt hng.

    CCcc siusiu thth vv trungtrung tmtmthngthng mmii ViVitt NamNam

  • CCcc siusiu thth vv trungtrung tmtmthngthng mmii ViVitt NamNam

    c trng ca siu th:- L ca hng bn l, theo phng thc

    khch hng t xem xt, la chn, - C s vt cht hin i, phong cch

    chuyn nghip, phc v vn minh, thanhton thun tin,

    - Chng loi hng ha a dng, by hngsng to, khuyn mi hp dn.

  • CCcc siusiu thth vv trungtrung tmtmthngthng mmii ViVitt NamNam

    c trng ca trung tm thng mi:- L trung tm mua sm, vui chi, gii tr

    a chc nng, - C s vt cht hin i, phong cch

    chuyn nghip, phc v vn minh, thanhton thun tin,

    - T chc hot ng phong ph, a dng, to khng kh cun ht, si ni, vui v, thn thin.

  • CCcc siusiu thth vv trungtrung tmtmthngthng mmii ViVitt NamNam

    Thc trng cc siu th v trung tmthng mi Vit Nam:

    - iu kin c s vt cht v cht lngphc v cha cao,

    - Phong cch cn thiu tnh chuyn nghip, k c cc siu th nc ngoi,

    - Mc cnh tranh cao, nhng nng lccnh tranh cn thp.

  • TTmm nhnhnn chichinn l lcc ccaa nhnhphnphn phphii

    V tr ca phn phi trong chui cung ng:

    Nguyn Nguyn liliuu

    Cung Cung ngng

    SSn n xuxutt

    BBn n bunbun

    BBn n ll

    Tiu Tiu ddngng

    Chui cung ng(truyn thng)

    Knh Marketing(truyn thng)

    Chui gi tr - Value Chain(Qun tr chui cung ng tng th)

  • ThTh

    trtrngng

    mmcc

    tiutiu

    NhNh ssnn xuxutt

    NhNh phnphn phphii

    GiGi

    GiGi

    SSnn phphmm

    SSnn phphmm

    PhnPhn phphii

    PhnPhn phphii

    XXcc titinn

    XXcc titinn

    HHpp ttcc

    CHNG 73. Cc trung gian phn phi

  • Nguyn Huyn Minh (FTU)

    CHNG 74. Cc chin lc phn phi

    4.1. Khi nim:- Chin lc phn phi l tp hp cc

    quyt nh v c cu, quy m v tnhcht h thng phn phi m nh snxut s dng lu chuyn sn phmca mnh n tay ngi tiu dng cuicng.

  • Nguyn Huyn Minh (FTU)

    CHNG 74. Cc chin lc phn phi

    4.1. Khi nim:- Cng c th coi chin lc phn phi

    l cc quyt nh v phng thc vknh phn phi: trc tip hay gintip, mt hay nhiu knh, di miknh, s lng im bn v loitrung gian s dng.

  • Nguyn Huyn Minh (FTU)

    CHNG 74. Cc chin lc phn phi

    4.2. Cc chin lc in hnh:4.2.1. Chin lc phn phi c quyn

    (Exclusive distribution):- Ch s dng 1 trung gian lm i

    l/im bn/i tc phn phi cquyn cho mi khu vc a l hay khuvc dn c xc nh.

  • Nguyn Huyn Minh (FTU)

    CHNG 74. Cc chin lc phn phi

    4.2. Cc chin lc in hnh:4.2.1. Chin lc phn phi c quyn

    (Exclusive distribution):- Thng s dng i vi my mc thit b,

    t, cao cp, hng xa x phm- Doanh nghip kim sot c hot ng

    phn phi, nhng cng b ph thuc vo cctrung gian phn phi c quyn trong quanh kinh doanh.

  • Nguyn Huyn Minh (FTU)

    CHNG 74. Cc chin lc phn phi

    4.2. Cc chin lc in hnh:4.2.2. Chin lc phn phi chn lc

    (Selective distribution):- Ti mi khu vc th trng ch la chn

    mt s lng hn ch cc trung gianphn phi c nng lc v ph hp nht bn sn phm ca mnh.

  • Nguyn Huyn Minh (FTU)

    CHNG 74. Cc chin lc phn phi

    4.2. Cc chin lc in hnh:4.2.2. Chin lc phn phi chn lc

    (Selective distribution):- Thng s dng i vi hng lu bn

    (qun o, in gia dng, mt s mthng m phm, thi trang, in thoi di ng).

  • Nguyn Huyn Minh (FTU)

    CHNG 74. Cc chin lc phn phi

    4.2. Cc chin lc in hnh:4.2.3. Chin lc phn phi mnh

    (Intensive distribution):- S dng s lng ti a cc trung gian

    phn phi bn sn phm trn khpkhu vc th trng.

    - Thng p dng i vi hng tiudng thng xuyn.

  • Nguyn Huyn Minh (FTU)

    CHNG 8CHIN LC XC TIN QT

    1. Cc mc tiu2. Cc chin lc3. Cc cng c ch yu

  • CHNG 81. Khi nim v cc mc tiu

    1.1. C ch truyn thng Marketing

    Message

    MediaIntended

    Message

    Perceived

    Message

    Noise

    Sender Receiver

    E D

  • Nguyn Huyn Minh (FTU)

    CHNG 81. Khi nim v cc mc tiu

    1.2. Vai tr ca truyn thng trong KD:- Gp phn thc hin cc mc tiu

    tng th ca doanh nghip- Duy tr lin tc mi quan h gia DN

    vi th trng- L v kh cnh tranh trn thng

    trng

  • Nguyn Huyn Minh (FTU)

    CHNG 81. Khi nim v cc mc tiu

    1.3. Cc mc tiu ca XT&HTKD:- Truyn t thng tin v sn phm v

    doanh nghip ti th trng- y mnh vic bn hng v pht trin

    khch hng- Duy tr/bo v hnh nh v li th cnh

    tranh ca DN trn th trng

  • Nguyn Huyn Minh (FTU)

    CHNG 82. Cc chin lc xc tin

    2.1. C ch tc ng:- M hnh AIDA (Strong, 1925)

    Attention Interest Desire Action- Tham kho m hnh ELM (Elaboration

    Likelihood Model, Cacioppo et al., 1985) v ng dn trung tm (trc tc ngchnh) v ng dn ngoi vi (trc tc ng ph) n thi ca NTD

  • Nguyn Huyn Minh (FTU)

    CHNG 82. Cc chin lc xc tin

    2.2. Cc chin lc:2.2.1. Chin lc ko (pull strategy):- Nhm thu ht, li ko khch hng bng

    cch tc ng n ngi tiu dngcui cng

    - Cng c s dng: qung co, khuynmi (gim gi), PR, hi ch trin lm

  • Nguyn Huyn Minh (FTU)

    CHNG 82. Cc chin lc xc tin

    2.2.2. Chin lc y (push strategy):- Nhm y sn phm ra th trng thng

    qua tc ng vo cc trung gian- Cng c s dng: khuyn mi (chit

    khu, thng DS bn), chia s chi ph, phi hp o to i ng nhn vin bnhng

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    Cc cng c ch yu:- Qung co- Quan h cng chng- Xc tin bn- Hi ch trin lm- Bn hng c nhn (GT, tr. 158, 159)

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.1. Qung co:3.1.1. Khi nim (1):- L tt c cc hnh thc gii thiu v xc

    tin mang tnh cht phi c nhn v c thuph i vi cc tng, hng ha haydch v ca 1 t chc no (P. Kotler, Marketing Management, 1996)

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.1. Qung co:3.1.1. Khi nim:- Tham kho thm nh ngha ca AMA,

    trong phn bit advertising (hot ngqung co) v advertisement (nidung/thng ip qung co).

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.1. Qung co:3.1.1. Khi nim (2):- L gii thiu n ngi tiu dng v hot

    ng kinh doanh hng ha, dch v, baogm dch v c mc ch sinh li v dchv khng c mc ch sinh li (Php lnhqung co ca Vit Nam, 2001)

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.1. Qung co:3.1.1. Khi nim:- L gii thiu n cng chng v hot

    ng kinh doanh hng ha, dch v cmc ch sinh li v dch v khng cmc ch sinh li (D tho ln 4 Lutqung co, 2009)

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.1. Qung co:3.1.1. Khi nim:- Ngi qung co: DN mun gii thiu

    SP, dch v ca mnh ti cng chng.- Ngi kinh doanh dch v qung co:

    Cc cng ty, cc hng qung co.- Ngi pht hnh qung co: C quan

    truyn pht qung co n cng chng.

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.1. Qung co:3.1.2. Cc phng tin qung co:- Nhm phng tin nghe nhn- Nhm phng tin in n- Nhm phng tin qung co ngoi tri- Nhm phng tin qung co di ng- Cc phng tin qung co khc

  • 3.1.3. Mt s loi qung co thng gp (1):- Qung co gii thiu sn phm (Product ad)- Qung co gii thiu nhn hiu/duy tr thng

    hiu (Brand ad)- Qung co gii thiu doanh nghip

    (Corporate/Institutional ad)- Qung co so snh (Comparative ad)- Qung co chung (Coop ad)- Qung co lin kt, lin kt nhn hiu (Co-

    branding)

    CHNG 83. Cc cng c XT&HTKD

  • 3.1.3. Mt s loi qung co thng gp (2):- Qung co gii thiu thng tin

    (informative advertising)- Qung co nhm thuyt phc

    (persuasive advertising)- Qung co nhc nh, duy tr

    (reminder advertising)- Qung co thc y, tng cng, cng c

    (reinforcement advertising)

    CHNG 83. Cc cng c XT&HTKD

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.1. Qung co:3.1.3. Quy trnh thc hin qung co (1):- Xc nh mc tiu- Phn nh trch nhim- n nh ngn sch- La chn phng tin- Son tho ni dung

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.1. Qung co:3.1.3. Quy trnh thc hin qung co (2):- La chn hnh thc th hin- Quyt nh khng gian v thi gian

    truyn pht- Phi hp cc lc lng- Kim tra, nh gi hiu qu

  • 3.1. Qung co:3.1.4. Thit k ni dung qung co (1): Thng ip qung co

    i tng cn thuyt phc l ai ? Thuyt phc nhm mc tiu c th g ? Cc i th cnh tranh v ang lm g ? Ha hn iu g, nh th no, di sc thi

    no ?

    CHNG 83. Cc cng c XT&HTKD

  • 3.1. Qung co:3.1.4. Thit k ni dung qung co (2): Hnh thc th hin

    La chn hnh nh, nhn vt, phn cnh Cch trang tr, b cc qung co Ngn ng truyn ti Mu sc, m thanh i km

    CHNG 83. Cc cng c XT&HTKD

  • Cc thnh phnc bn

  • Thit k qung co l g?

    Qung co l truyn thng: Ni vi ai? Ni ci g? Ni u? Ni nh th no?

    Cu tr li: Thit k qung co

  • Ngi thit k qung co l mt ngi gii quyt vn (problem solver) & mt nh truyn thng (communicator)

    Vn l lm thno khng bngngn t m thhin bt bi Bic vitc rt lu?

    Thit k qung co l g?

  • 3.1.5. Hiu qu qung co (1):- H s co gin cu-qung co:

    - H s co gin cu-qung co (ADeD) l tl so snh gia % thay i ca cu tngng vi % thay i ca chi ph qung co.- Cng thc tnh:

    CHNG 83. Cc cng c XT&HTKD

  • 3.1.5. Hiu qu qung co (2):- Chi ph trn 1000 contacts (CPM):

    - T l nh qung co trn 1 phng tin:

    CHNG 83. Cc cng c XT&HTKD

  • 3.1.5. Hiu qu qung co (3):Advertising Expenditure

    Market Share

    CHNG 83. Cc cng c XT&HTKD

  • 3.1.5. Hiu qu qung co (4):I know that half the money I spend on advertising is wasted, but I never can find out which half, John Wanamaker**Lord Leverhulme (Unilever), according to Confessions of an Advertising man (DavidOgilvy). Source: AAAA

    CHNG 83. Cc cng c XT&HTKD

  • 3.1.5. Above-The-Line vs Below-The-LineATL: mass media communicationAwareness or Attention focussed marketing

    BTL: other communication formsInterest and Desire focussed marketing

    CHNG 83. Cc cng c XT&HTKD

  • 3.1.6. Standardization or Adaptation

    CHNG 83. Cc cng c XT&HTKD

    THINK & ACT LOCAL

    THINK GLOBALACT LOCALAdaptation

    THINK LOCALACT GLOBAL

    THINK & ACTGLOBALStandardization

    AdaptationStandardizationCOM.

    PRODUCT

  • 3.1.7. Mt s yu cu i vi qung co: Nht qun vi cc mc tiu Marketing v mc

    tiu truyn thng Ph hp vi mi trng vn ha v thi

    quen, s thch ca ngi tiu dng c o, mi l, gy n tng tt D hiu, d thuc, d nh ng tin cy v thuyt phc C kh nng thay i, iu chnh linh hot

    CHNG 83. Cc cng c XT&HTKD

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.2. Quan h cng chng:3.2.1. Khi nim (v cng chng):- L bt c nhm ngi/t chc no c

    mi quan tm v/hoc c th gy nhhng vo thi im hin ti hoc trongtng lai i vi hot ng ca doanhnghip cng nh kh nng t c ccmc tiu ca doanh nghip.

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.2. Quan h cng chng:3.2.1. Khi nim (v PR):- L hnh thc qun tr truyn thng, trong s

    dng tuyn truyn v cc hnh thc xc tin vthng tin khng phi tr ph khc nhm tc ngn cm nhn, chnh kin v nim tin ca ngimua, khch hng tim nng, c ng v cc itng khc v doanh nghip, sn phm hay dchv, gi tr ca chng cng nh v chnh cc hotng ca bn thn doanh nghip. (Theo AMA)

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.2.2. i tng (cc nhm cng chng):Chnh quynGii truyn thngD lun x hi, t chc on thKhch hng (ngi mua, ngi tiu dng)Gii u t (c ng, ngn hng)i tc (nh cung ng, nh phn phi)i th cnh tranhi ng cn b, nhn vin trong DN

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.2. Quan h cng chng:3.2.3. Vai tr ca PR:- Tr gip DN gii thiu v tung ra SP mi- H tr cho nh v/ti nh v sn phm- Gy nh hng v tc ng tch cc ti

    mt nhm cng chng c th- Xy dng v cng c hnh nh, ng thi

    bo v sn phm/nhn hng/thnghiu/doanh nghip khi c vn pht sinh

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.2. Quan h cng chng:3.2.4. Cc hnh thc trin khai (1):- Quan h vi gii truyn thng (Hp bo,

    thng co bo ch)- Cc n phm (Bo co ti chnh, cc

    loi bn tin)- Hi ngh khch hng v i tc

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.2. Quan h cng chng:3.2.4. Cc hnh thc trin khai (2):- T chc s kin- Ti tr cho gio dc, vn ha, th thao- Tham gia cc hot ng XH v cng ng- T chc ngy hi m ca, ngy hi vic

    lm

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.2. Quan h cng chng:3.2.5. Cc bc thc hin (1):- Xc nh mc tiu ca hot ng PR,

    c bit l cc i tng cng chng cntip cn

    - Ln k hoch, phn nh trch nhim, nnh ngn sch

    - La chn hnh thc, kch bn, thi imtin hnh

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.2. Quan h cng chng:3.2.5. Cc bc thc hin (2):- Chun b k lng v ni dung, v phi

    hp, tp hun i ng, chun b kch bnv phng n d phng

    - Tin hnh trin khai thc hin ng bvi cc cng c xc tin khc

    - Thm d phn ng, nh gi hiu qu- Truyn thng hu PR

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.2. Quan h cng chng:Nhng iu cn lu (1):- Mc d PR ang pht trin mnh m, nhng

    khng hon ton thay th qung co- PR v qung co cng khng thay th cho

    cht lng sn phm- Cn la chn PR hay cc cng c truyn

    thng ph hp vi i tng cng chng, vimc tiu v kh nng ca DN

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.2. Quan h cng chng:Nhng iu cn lu (2):- Khu chun b vn l khu ng vai tr quyt

    nh cho hiu ng tt nht ca hot ng PR- Internet v cc cng ngh mi lm thay i

    hot ng PR c v lng ln v cht- Yu cu ca PR trong truyn thng khng

    hong: nhanh chng, nht qun, kho lo, linhhot x l vn gi uy tn cho doanhnghip v cng c nim tin ni cng chng

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.2. Quan h cng chng:Nhng iu cn lu (3):- PR l cng c h tr truyn thng tt nhng

    nu s dng khng ng ch, khng ngcch th s gy hiu ng ngc

    - PR khng th to ra tt c: uy tn v danhting ch c th c xy dng qua mt qutrnh lu bn vi nhng n lc khng ngngnhm p ng nhu cu v k vng ca cngchng

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.3. Xc tin bn:3.3.1. Khi nim:- Khuyn mi l hot ng XTTM ca

    thng nhn nhm xc tin vic mua bn HH, cung ng DV bng cch dnhcho KH nhng li ch nht nh. (iu88 Lut Thng mi VN, 2005)

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.3. Xc tin bn:3.3.1. Khi nim:- Khuyn mi (Trade sales promotion v

    Internal sales promotion) Khuyn mi (Consumer sales

    promotion v Retail sales promotion) - Lu : Lut Thng mi VN u gi

    chung l khuyn mi

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.3. Xc tin bn:3.3.2. Cc k thut thng dng:- Cc hnh thc gim gi- Cc loi phiu u i- Cc loi qu tng- Cc hnh thc khc

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.3. Xc tin bn:3.3.2.1. Cc hnh thc gim gi (cents-off

    offers):- Gim gi hoc tng lng: 50 off;

    contains 25% more; thm 50% sngkhoi, gi khng i

    - Bn hng theo l (reduced-price pack): two for the price of one; mua 3 tr tin 2

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.3. Xc tin bn:3.3.2.1. Cc hnh thc gim gi (cents-off

    offers):- Bn km (banded pack): bn gp cc

    sn phm khc loi vi nhau 19.000 + 8.000 25.000

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.3. Xc tin bn:3.3.2.2. Cc loi phiu u i (coupons,

    couponing):- Phiu trn bo (media coupons)- Phiu gi trc tip (direct-mail coupons)- Phiu km bao b (package coupons):

    in-pack/on-pack; instantly redeemable coupon; cross-couponing...

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.3. Xc tin bn:3.3.2.2. Cc loi phiu u i (coupons,

    couponing):- Phiu chuyn qua knh phn phi

    (retailer-distributed coupons)- Phiu hon tr (cash-refund offers,

    money-refunds, rebates)

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.3. Xc tin bn:3.3.2.3. Cc loi qu tng (premiums/gifts):- Hng mu (free samples, sampling)- Qu tng trc tip (with-pack/on-pack/in-

    pack/with-purchase premiums)- Qu tng sau (free-in-the-mail/mail-in

    premiums)- Qu tng gim gi (self-liquiditing premiums)

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.3. Xc tin bn:3.3.2.4. Cc hnh thc khc (1):- Tr chi c thng (games,

    sweepstakes)- Thi ly thng (contest)- Thng im cho khch hng thng

    xuyn, th u i, th khch hng thnthit

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.3. Xc tin bn:3.3.2.4. Cc hnh thc khc (2):- Phiu i ly sn phm mi- Bao b tt hn, bao b c bit- Cam kt bi hon- Ku gi trch nhim x hi

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.3. Xc tin bn:Quy nh c th ti Vit Nam:- Ngh nh 37/2006/N-CP ngy

    4/4/2006 ca Chnh ph- Thng t lin tch 07/2007/TTLT-BTM-

    BTC (Thng t 07) ngy 6/7/2007 ca lin B Thng mi-Ti chnh

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.4. Hi ch trin lm:3.4.1. Khi nim (iu 129, Lut TM):- L hot ng XTTM c thc hin

    tp trung trong 1 thi gian v ti 1 a im nht nh thng nhn trngby, gii thiu HH, DV nhm mc chthc y, tm kim c hi giao kt hp ng mua bn HH, hp ng DV

  • Nguyn Huyn Minh (FTU)

    CHNG 83. Cc cng c XT&HTKD

    3.4. Hi ch trin lm:3.4.2.c im:- Quy t c mt lng khch hng ln- Thm d nhanh phn ng ca ngi tiu

    dng v nh gi i th cnh tranh- Trng by, gii thiu sn phm, k kt

    hp ng, m rng kt ni giao thng

  • Nguyn Huyn Minh (FTU)

    Marketing quc t

    Lu (GT Marketing LT tr.180-182): Tnh hnh bin ng ca mi trng

    nh hng n tt c cc bc KHH Marketing vi nhng mc khcnhau i vi tng doanh nghip.

  • Nguyn Huyn Minh (FTU)

    Marketing quc t

    Lu (GT Marketing LT tr.180-182): Khng tn ti mu k hoch

    Marketing hon ho m khi xy dngKH Marketing, cc DN u phi cnc vo tnh kh thi v mc phhp vi mi trng v th trng.

  • Nguyn Huyn Minh (FTU)

    Marketing quc t

    Lu (GT Marketing LT tr.180-182): Thch nghi vi mi trng v thc s

    hng ti khch hng nhng ngitrc tip quyt nh s thnh bi caDN, v l nhng gim kho cng bngnht chm im bi thi Marketing cacc DN chnh l cha kha a DN ti thnh cng trong kinh doanh.