Ch 2Chng 2

MI TRNG & THNG TIN

ThS. Nguyn Th c NguynThS. Nguyn Th c Nguyn

Tm tt cc ni dung hc ca bui trc

Tip th c nhng loi thin cn no? Tip th l g? Tip th l g? Gii thch m hnh 3C 4P l g? Gm c nhng thnh phn no? 4P l g? Gm c nhng thnh phn no? S khc bit gia quan im bn hng v

quan im tip th l g?quan im tip th l g? Th no l tip th v x hi? Tip th c th ng dng trong nhng lnh Tip th c th ng dng trong nhng lnh

vc no?

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Tm tt cc ni dung hc ca bui trc

Marketing (tip th):Tm v tha mn nhu cu khch hngTm v tha mn nhu cu khch hngBng cch ti a ha gi tr cm nhn ca khch

hng thng qua tip th hn hp 4PLm tt hn i tht li nhun ca cng ty Tip th khc bn hng xut pht im:Tip th ly khch hng v nhu cu ca h lm

trng tmtrng tmBn hng ly li nhun lm trng tm v dng

cng c tip th t mc tiu li nhun

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g p

Tm tt cc ni dung hc ca bui trc

4P: Product, Price, Place, Promotion Tip th cn bn phi xut pht t vn ha Tip th cn bn phi xut pht t vn ha

doanh nghip ri mi n th hin ra cp chc nngchc nng

Ba loi thin cn ca tip thKhng quan tm n nhu cu ca khch hng g q gLm tip th ngha l xy dng b phn tip thQu quan tm n nhu cu khch hng

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Bi tp tnh hungN Si G l t h h i kh i t tNng Si Gn l mt nh hng mi khai trng trung tm Si gn. y l nh hng sang trng, vi gi c rt cao. Do mi khai trng nn khch hng cn rt t. ng g g gVinh ph trch nh hng quyt nh thit k cc t qung co (t bm) v giao cho cc nhn vin ca mnh i pht. ng yu cu pht cng nhiu cng tt do cc nhn vinng yu cu pht cng nhiu cng tt, do cc nhn vin ny i n cc siu th, sn bay, ng t ng ngi pht.

Anh / ch hy nhn xt v cch tip th ca nh hng Nng Si Gn? Theo Anh/Ch mt nh hng bn loi sn phm g? N p ng nhu cu g

ca khch hng?Ai l kh h h h h ? Ai l khch hng ca cc nh hng?

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Tho lun

Anh/ Ch hy chn mt nhm khch hng mc tiu v pht trin mt khi nim v sn phm/ dch v nh hng phc v nhm khch hng .

Anh/ Ch hy tr li cc cu hi sau:Ai l kh h h ti h h h / h Ai l khch hng mc tiu m nh hng ca anh / ch mun

nhm n?H c nhng tnh cht g?

Nh hng ca anh/ch cung cp dch v nh hng c th g cho h?

Lm th no Anh/Ch lm tip th cho nh hng ca mnh? Pht tho k hoch marketing ca Anh/Ch

Mc tiu bui 2

I. Mi trng MarketingII H thng thng tin MarketingII. H thng thng tin MarketingIII. Nghin cu Marketing

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Mi trng MarketingMi trng Marketing t g a et g t g a et g

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nh ngha

Mi trng tip th ca DN (DN) bao gm tt c nhng yu t bn ngoi nh hng nc nhng yu t bn ngoi nh hng n qu trnh tip th.

thnh cng, DN cn thch nghi cc hot thnh cng, DN cn thch nghi cc hot ng tip th vi mi trng tip th.

Bao gm: Mi trng v m v vi mg g

Ti sao phi nghin cu mi trng tip th? Ti sao phi nghin cu mi trng tip th?

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nh ngha

Ti sao phi nghin cu mi trng tip th? Mi trng tip th lun thay i v khng Mi trng tip th lun thay i v khng

chc chn, kh d on

C hi v nguy c Doanh nghip phi lun nghin cu, theo di mitrng nm bt c hi v khc phc nguy c kpthi.

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nh ngha

Nhng tnh cht ca mi trng tip th: Mc phc tp (Complexity) Mc phc tp (Complexity)Tc thay i (Speed of change)Kh nng d on (Predictability)Kh nng d on (Predictability)

Mi trng tip th

Mi trng nhn khu -Kinh t

Mi trng t nhin Cng nghKinh t g

Nh cung cp

Cng chng

Khach hang

Doa

ngh

i th cnh

Trung gian phn phi

Khach hanganh

ip

Mi trng chnh Mi

tranh phi

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Mi trng chnh tr - Lut php Mi trng vn ha x

hi

Thnh phn mi trng v m

T nhinK thut

Chnh trKinh t

Vn hoDoanh nghip Vn hoDoanh nghipNhn khu hc

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Mi trng Nhn khu hc

Dn s: Mt , mc tng trng Tui Tui Gii tnh Trnh Trnh Tn gio

Kh l i h Khu vc a l sinh sng Ngh nghip

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Mi trng Kinh t

Gm nhng nhn t nh hng n sc mua v phong cch chi tiu ca ngimua v phong cch chi tiu ca ngi tiu dng, nh: Thu nhp Thu nhp Chi ph tiu dng

Li t Li sut Cc khon tit kim v vay n

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Mi trng T nhin

Cn kit ngun ti nguyn thin nhinTi nguyn c th ti sinh (rng, thc phm)

Ti nguyn khng ti sinh (du m, kim loi) Chi ph nng lng tng

M hi t Mc nhim tng Vai tr ca chnh ph trong vic bo v

mi trngmi trng

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Mi trng Cng ngh

Tc thay i cng ngh nhanh Khng ngng ci tin sng to Khng ngng ci tin, sng to Ngn sch R&D tng cao Tp trung ch yu vo ci tin Tp trung ch yu vo ci tin Tng cng lut quy nh

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Mi trng Chnh tr

Lut kinh doanh v cc c quan hnh php Cc nhm cng chng c nh hng Cc nhm cng chng c nh hng Quyt nh ca chnh ph v th trng Quan nim o c v trch nhim x hi Quan nim o c v trch nhim x hi.

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Mi trng Vn ha

Cc gi tr vn ha lu bn v vn ha nhm Gi tr vn ha pht sinh da trn quan im Gi tr vn ha pht sinh da trn quan im

sng.

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Thnh phn mi trng vi m

Doanh nghip

Nh trung gianphn phi Khch hngNh cung cp

i th cnh tranh

C h20

Cng chng

Mi trng Doanh nghip

Vai tr lnh o: Hoch nh chin lc chung cho ton DN, thng qua cc quytchung cho ton DN, thng qua cc quyt nh tip th.

Phi hp cc b phn phng nng chc ban Phi hp cc b phn phng nng chc ban h tr hot ng tip th.

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Nh cung cp

Cung cp nguyn vt liu cho sn xut hng ho, dch v ca DN.ho, dch v ca DN.

Tc ng xu: khng cung cp ngun hng, tng gi bn, giao hng tr, giao hnghng, tng gi bn, giao hng tr, giao hng khng ng cht lng, t ngt ngng cung cp hng do nh cng

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Nh trung gian phn phi

Phn phi hng ha ca DN n tay ngi tiu dngg

Bao gm: Nh phn phi s-l, kho vn, i l dch v, trung gian ti chnh.

Tc ng xu: chi ph phn phi, tr hng cao; thi gian vn chuyn lu, cht lng dch v khng n nh; tng chi ph hay gimdch v khng n nh; tng chi ph hay gim hn mc tn dng

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Khch hng

i tng tiu th sn phm do DN lm ra. DN cn tm hiu k khch hng (c im DN cn tm hiu k khch hng (c im,

hnh vi mua) Gm: Ngi tiu dng; T chc cng Gm: Ngi tiu dng; T chc cng

nghip; Ngi bn l; T chc chnh ph v quc tq

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i th cnh tranh

DN lun phi c gng tha mn nhu cu ca khch hng tt hn i th.khch hng tt hn i th.

Mi DN u c chin lc tip th cho ring mnh, ph hp vi kch c v c im DN.mnh, ph hp vi kch c v c im DN.

Thch ng nhanh vi nhng thay i t i th cnh tranh.

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Cng chng

T chc hoc nhm ngi c kh nng tc ng ln thnh cng ca DN.ng ln thnh cng ca DN.

T chc ti chnh, truyn thng, chnh ph, nhm dn c, ia phng, cng cng vnhm dn c, ia phng, cng cng v quc t

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H thng thng tinH thng thng tinH thng thng tin H thng thng tin MarketingMarketinga et ga et g

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nh ngha

H thng thng tin tip th (MIS) bao gm con ngi thit b v cc th tc nhm tp hpngi, thit b v cc th tc nhm tp hp, phn loi, phn tch, nh gi v phn phi cc thng tin ng yu cu, ng lc v chnh xc cho nh qun l ra quyt nh.

MIS gip nh qun l hoch nh, trin khai v kim sot cc hot ng

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H thng thng tin tip th

Pht trin thng tin

Nh qun lMKT Mi trng

nh gi nhucu thng tin

Tnh bo tip thD liu ni b

MKT-Phn tch

-Hoch nh-Trin khai

Mi trngMKT

-V m-Vi m

Phn tch-Kim sotPhn phithng tin

Nghin cuTip th

Phn tch h tr

quyt nhMKT

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MIS

Cc quyt nh v truyn thng t doanh nghip

nh gi nhu cu thng tin

Cn ra nhng quyt nh no? Nhng thng tin no tht s cn thit cho g g

quyt nh ? (cht lng, thi gian, tin cy,)

Cn bng chi ph/li ch thng tin

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D liu ni b v tnh bo tip th

D liu ni bCc bo co nh k trong cng tyCc thng tin ni b: chu k thanh ton, h

th b d h hi hthng bo co doanh s, chi ph

Tnh bo tip th: Tnh bo tip th: Tp hp cc th tc v ngun lc do nh qun

l s dng thu thp thng tin hng ngy v g p g g g ymi trng tip th

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Nghin cu tip th (NCTT)

NCTT ch ra thng tin cn thit cho cc vn tip th, thit k phng php thu thp tip th, thit k phng php thu thp thng tin, qun l v trin khai qu trnh tp hp d liu, phn tch v din dch kt qu.

DN c th t NCTT hay thu cc cng ty NCTT

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H thng h tr ra quyt nh tip th

L h thng tp hp cc k thut phn mm v phn cng h tr t chc thu thp v dinv phn cng h tr t chc thu thp v din dch cc thng tin lin quan n mi trng v chuyn thnh nn tng cho cc hot ng tip th

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Phn phi thng tin

n ng ngi cn ng lc ng lc ng chnh xc

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Nghin cu MarketingNghin cu Marketingg cu a et gg cu a et g

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Qu trnh nghin cu tip th

Nhn din vn v mc tiu nghin cu

Pht t i k h h hi h i th th th tiPht trin k hoch nghin cu cho vic thu thp thng tin

Trin khai k hoch nghin cu thu thp v phn tch d liu

Ha Kiu Phng Mai 36Din dch v bo co kt qu

Hi / p

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