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Bi 1
Nhp mn Qun tr Marketing
www.dinhtienminh.net
T.S inh Tin Minh
Mc tiu
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Hiu bn cht ca hot ng Qun tr
Marketing trong doanh nghip.
Hiu cc bc ca mt qui trnh qun tr
Marketing cn thc hin trong thc t.
Bit cch lp k hoch Marketing.
Ni dung
1. Bn cht Marketing
2. Qui trnh qun tr Marketing
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3. Qui trnh lp k hoch Marketing
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Theo Anh (Ch), mc tiu cui cng trong hot ng sn xut kinh doanh ca
doanh nghip l g?
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1. Bn cht Marketing
Mc tiu hot ng Marketing:
Tha mn khch hng (hi lng, trung thnh, li ko).
Chin thng trong cnh tranh trn th trng.
Li nhun lu di.
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1. Bn cht Marketing (tt)
V- P
P- C
CCP
V
V: Gi tr dnh cho khch hng
P: Gi c
C: Chi ph SX
V- P: Li ch khch hng
P- C: Li nhun bin
Theo Anh (Ch), ngi ph trch Marketing trong doanh nghip lm g?
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1. Bn cht Marketing (tt)
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More than Selling and Advertising
All Those
Bicycles!
1. Bn cht Marketing (tt)
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Analyze Needs
Predict Wants
Estimate Demand
Predict When
Determine Where
Estimate Price
Decide Promotion
Estimate Competition
Provide Service
1. Bn cht Marketing (tt)
Theo Anh (Ch), ngi bn hng khc ngi lm
Marketing im no?
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1. Bn cht Marketing (tt)
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1. Bn cht Marketing (tt)
Kt lun: Nguyn nhn su xa
Marketing ra i v pht trin l gii
quyt cc mu thun ca nn SXHH v
nguyn nhn trc tip l gii quyt
nhng kh khn phc tp trong qu trnh
tiu th hng ha.
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1. Bn cht Marketing (tt)
Marketing l qu trnh qun tr nhm nhn bit,
d on v p ng nhng yu cu ca khch
hng mt cch hiu qu v c li.
(UK chartered Institute of Marketing)
Marketing l tin trnh qua c nhn v t chc
c th tha mn c nhu cu v mong mun
thng qua vic sng to, trao i sn phm v gi
tr gia cc bn.
(Philip Kotler - Principle of Marketing, 2007)
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1. Bn cht Marketing (tt)
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Mt s khi nim m rng Marketing:
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1. Bn cht Marketing (tt)
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2. Qui trnh qun tr Marketing
Khi nim qun tr Marketing: l s
phn tch, k hoch ha, thc hin v iu
khin cc chin lc v chng trnh
Marketing nhm thc hin cc trao i
mong mun vi th trng mc tiu t
c cc mc tiu ca doanh nghip.(Trng nh Chin (2011), Qun tr Marketing, NXB HKTQD, 23-24)
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(B1) R --> (B2) S.T.P Strategy --> (B3) M.M
Strategies/ Tactics --> (B4) I --> (B5) C
R: Research
S: Segmentation
T: Targeting
P: Positioning
MM: Marketing mix (4P/ 3P/ 12P)
I: Implementation
C: Controlling
2. Qui trnh qun tr Marketing (tt)
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2. Qui trnh qun tr Marketing (tt)
Jerome Mc Cathy (1964):
Product/ Price/ Place/ Promotion.
Anne L. Borden (1965):
Product/ Pricing/ Branding/ Channels of distribution/Personal selling/ Advertising/ Sales Promotion/Packaging/ Display/ Servicing/ Physical handling/ Factfinding & analysis.
Bernard H. Blooms & Mary J. Bitner (1984):
Extended Marketing Mix in Service field
Adding: People/ Physical Evidence/ Process.
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2002 Pearson Education Canada Inc.
TargetConsumers
Product
Place Price
Promotion
Competitors
MarketingChannels
PublicsSuppliers
Technological-natural
environment
Political-legal
environment
Social-cultural
environment
Demographic-
economic
environment
2. Qui trnh qun tr Marketing (tt)
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2002 Pearson Education Canada Inc.
2. Qui trnh qun tr Marketing (tt)
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Minh ha: Vn ti American Express
Gi thuyt: Ch th tndng nhy cm v gi
Chin lc: nh gicho th mi kh thp
Chin thut: Mc li sut13,5% so vi 15% caTCT; Tn th Optima
Phn hi: Doanh sbn hng thp
Phn tch: Gi nh vgi sai; C vn v
chin thut
Hnh ng: Nghincu th trng
S dng hoc
iu chnh gi
thuyt
Ngun: Charles D. Schewe & Alexander Hiam (2007), trang 45
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2. Qui trnh qun tr Marketing (tt)
c im qun tr Marketing:
L qu trnh gm cc giai on k tip nhau lin tc.
L qu trnh hot ng qun tr theo mc tiu.
L qu trnh qun tr khch hng v nhu cu th
trng.
L qu trnh bao trm tt c cc quan h ca doanh
nghip vi cc i tc.
L qu trnh qun tr bao gm mt tp hp cc hot
ng chc nng khc ca doanh nghip.
Qun tr Marketing i hi phi c i ng nhn lc
chuyn nghip v b my hp l.
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2. Qui trnh qun tr Marketing (tt)
Nhim v ch yu ca qun tr Marketing:
Xy dng, qun l v khai thc M.I.S
NCTT phc v cc quyt nh Marketing.
Xy dng cc chin lc v k hoch Marketing.
T chc thc hin, iu chnh cc bin php
Marketing.
Gim st v kim tra tnh hnh thc hin chin lc.
Xy dng ngn sch v xut s dng ngn sch.
m bo phi hp vi cc b phn chc nng khc.
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Lp K hoch Marketing:
L mt k hoch chc nng, l cng c iu
hnh hot ng Marketing ca doanh nghip.
Lp k hoch l giai on u tin ca qu trnh
qun tr Marketing ca doanh nghip.
K hoch Marketing c th c xy dng cho
cc i tng khc nhau: sn phm, thng hiu,
th trngTrng nh Chin (2011), 61-79.
3. Qui trnh lp k hoch Marketing
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CC CHIN LC MARKETING
MC TIU MARKETING
TH TRNG/ KHCH HNG MC TIU
PHN TCH SWOT/ PEST
TNG QUAN TH TRNG
K HOCH HNH NG/ NGN SCH
KIM TRA/ NH GI K HOCH MARKETING
M
t k
ho
ch
ki
u m
u
3. Qui trnh lp k hoch Marketing (tt)
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