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KH A TP HUN V MARKETING CHO C C DN VA V NH SMEs

2. T?ng quan v? Marketing. Nh?ng n?i dung ch

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KH A TP HUN V MARKETING CHO C C DN VA V NH SMEs

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    1. 1 KHA T?P HU?N V? MARKETING CHO CC DN V?A V NH? (SMEs) Ph?m Thnh Thi NTU Economics Faculty

    2. 2 T?ng quan v? Marketing Nh?ng n?i dung chnh: ?L?ch s? ra d?i v pht tri?n c?a Marketing ?Hai tu tu?ng co b?n c?a Marketing hi?n d?i

    3. 3 ?L?ch s? ra d?i v pht tri?n c?a marketing a.L?ch s? ra d?i c?a marketing: ? l s? t?ng k?t kinh nghi?m c?a con ngu?i trong ho?t d?ng th?c ti?n....d?n d?n m?t mn h?c, m?t khoa h?c.

    4. 4 Kinh nghi?m c?a m?t s? nu?c: Trung Hoa c? d?i: - Khng bi?t cu?i th d?ng m? c?a hng kinh doanh - Mua m?t, cho m?t

    5. 5 Kinh nghi?m c?a m?t s? nu?c: Nh?t B?n: Nam 1650, m?t chuyn gia Nh?t B?n tn l Mitsui l?p ra c?a hng bch ho d?u tin trn th? gi?i v?i phuong chm nhu sau: + S?n sng ch?p nh?n tr? l?i ti?n, d?i l?i hng khi KH mua v? khng thch dem tr? l?i, d?i l?i. + Hy s?n xu?t ra nh?ng s?n ph?m m KH thch + Hy bn cho KH nh?ng s?n ph?m m KH thch

    6. 6 Kinh nghi?m c?a m?t s? nu?c: Hoa K?: Nam 1842, c m?t thanh nin nu ra quy t?c trong bn hng nhu sau: - Khch hng r?t thch du?c s? vo s?n ph?m v h? ch? mua khi no h? du?c s? vo s?n ph?m m thi. - V?n d? by hng: Ci g c?n bn th ph?i by nhu th?t.

    7. 7 Kinh nghi?m c?a m?t s? nu?c: Hoa k?(tt): - ?u th? k? XX, m?t nh kinh doanh n?i ti?ng tn l Mc Shall d nu ln tri?t l sau: Khch hng l lun lun h?p l - ?u nh?ng nam 60 c?a th? k? XX, Mc Donalds d pht tri?n tri?t l kinh doanh c?a Mc Shall thnh m?t l?i cam k?t v?i KH th? hi?n qua 2 di?u: i?u 1: Khch hng lun lun dng i?u 2: N?u khch hng sai, hy d?c l?i di?u 1 l?n n?a. Bi gi?ng d?u tin v? marketing xu?t hi?n ? Hoa K? vo nam 1902 t?i gi?ng du?ng ?i h?c t?ng h?p Michigan. Sau nam 1945 n du?c truy?n b sang Ty u v Nh?t B?n v ngy nay marketing d tr? nn ph? bi?n trn ton c?u.

    8. 8 ?L?ch s? ra d?i v pht tri?n c?a marketing b.Nguyn nhn ra d?i c?a Marketing. ? hi?u r hon nguyn nhn ra d?i c?a marketing, chng ta tm hi?u hai co ch? v?n hnh c?a n?n kinh t?. -Co ch? k? ho?ch ho t?p trung nghim ng?t t? trn xu?ng-Co ch? 1; - Co ch? th? tru?ng- Co ch? 2

    9. 9 b.Nguyn nhn ra d?i c?a Marketing. - Trong co ch? 1, hng ho v d?ch v? du?c bn tru?c khi n du?c s?n xu?t ra (d c m?t k? ho?ch tiu th? s?n ph?m km theo k? ho?ch s?n xu?t). Trong tru?ng h?p ny ngu?i ta ni khng c mu thu?n gi?a s?n xu?t v tiu th?, v v v?y, khng c?n d?n marketing.Th? tru?ng ? dy l th? tru?ng c?a ngu?i bn....

    10. 10 b.Nguyn nhn ra d?i c?a Marketing. - Trong co ch? 2, s? ph?n c?a hng ho v d?ch v? - v t? d s? ph?n c?a ngu?i s?n xu?t kinh doanh do th? tru?ng quy?t d?nh. Ngu?i ta ni ? dy xu?t hi?n mu thu?n gi?a x?n su?t v tiu th?. Th? tru?ng ? dy l th? tru?ng c?a ngu?i mua... + Nt n?i b?c c?a kinh t? th? tru?ng l hng ho v d?ch v? du?c cc DN s?n xu?t ra l d? bn, khng nh?ng th?, m ph?i bn du?c, nghia l ph?i c khch hng th?c t? chi ti?n d? mua hng. + Vi?c cc DN bn du?c hng ngy cng tr? nn kh khan hon do c?nh tranh trn th? tru?ng ngy cng gay g?t, kh?c li?t v su s?c, nhu c?u c?a th? tru?ng thay d?i ngy cng nhanh chng v?i cc yu c?u ngy cng kh?t khe. Trong di?u ki?n d, c?n c m?t cng c? d?c l?c gip cc DN bn du?c hng ho v d?ch v? - l marketing.

    11. 11 c. Hai giai do?n pht tri?n c?a Marketing Giai do?n 1: T? khi n ra d?i cho d?n tru?c chi?n tranh th? gi?i l?n th? 2 k?t thc: Marketing trong giai do?n ny du?c g?i l marketing c? di?n hay cn g?i l marketing truy?n th?ng. ?c trung co b?n c?a marketing trong giai do?n ny l bn ci s?n c. C nghia l DN ch? d?a vo nang l?c s?n c, tay ngh? s?n c,... d? lm ra nh?ng s?n ph?m theo ni?m c?a ring mnh r?i sau d ph?i t?n r?t nhi?u cng s?c, th?i gian, k? c? nh?ng muu m?o,... d? bn h?t nh?ng s?n ph?m d lm ra. Quy trnh c?a marketing trong giai do?n ny l: SX?TT?NTD

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    21. 21 ?Hai tu tu?ng co b?n c?a Marketing hi?n d?i Ch? c th? bn du?c ci th? tru?ng c?n ch? khng th? bn du?c ci s?n c. Tu tu?ng ny di h?i chng ta ph?i hnh d?ng ? hai c?p d?: - C?p vi m - C?p vi m

    22. 22 ?Hai tu tu?ng co b?n c?a Marketing hi?n d?i Khch hng l ngu?i quy?t d?nh: V?i nghia l KH c mua th DN m?i t?n t?i. V v?y, v? m?t marketing m?i DN d?u c m?t cch ?ng x? ring v?i KH c?a h?. V d?: - Hng Honda: Khch hng l thu?ng d? - Cty giy Thu?ng dnh: Khch hng l n nhn c?a ta - Prudential: Lun lun l?ng nghe, lun lun th?u hi?u ....

    23. 23 ?Hai tu tu?ng co b?n c?a Marketing hi?n d?i Tuy nhin, con ngu?i ta ch? ch?p nh?n m?t cch ?ng x? v?i hai phuong chm sau: - Hy yu qu KH ch? d?ng yu qu s?n ph?m c?a ta. - L?y tri?t l kinh doanh c?a Mc Donalds lm phuong chm ?ng x?: + i?u 1: Khch hng lun lun dng + i?u 2: N?u KH sai, hy d?c l?i di?u 1 l?n n?a

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