MBA trong tm tay - Marketing (Phn 1)

Hunh Minh Em dch, NXB Tr - 2007

Business World Portal xin trn trng gii thiu vi bn c, c bit l nhng ngi ang cng tc trong lnh vc Marketing, mt phn trch on t cun "The MBA Portable in Marketing" (MBA trong tm tay ch Marketing), sch do NXB Tr n hnh, thng 11/2007.

THCH THC CA TH TRNG QUC T y l nhng chin ho, v l ni chng ta lao vo chin u. -Horace Whittlesey, Tng gim c ph trch th trng Trung Quc ca American Standard Inc.1 Nh v sinh cng ch l nh v sinh. B quyt nm ch thit lp h thng phn phi v chin dch marketing tt nht. -Koichi Moda, Ch tch chi nhnh Trung Quc ca Toto Ltd.2 iu ny tht ra rt n gin. Khi th trng Trung Quc rng ln bt u chp nhn h thng ng nc kiu phng Ty, th cng l lc bn v sinh kiu ngi c chp nhn. V bt k mt nh kinh doanh no n thm Trung Quc cng s ng rng l mt cuc cch mng ng gi hn c mt cun Sch (cun sch trch dn cc bi pht biu ca ch tch Mao Trch ng http://en.wikipedia.org/wiki/The_Little_Red_Book). Tuy vy, cng c iu g khng my thoi mi khi phi ngi xm trn mt ci l trng trn sn nh v sinh cng cng - c bit l khi c y nhng cht thi c th gy bnh ca mt thit b c s dng bi hng chc ngn lt ngui mt ngy. Phi c cch no

 tt hn. t nht cng l nhng g m cc nh nhn xa trng rng ca hai cng ty sn xut bn v sinh hng u th gii ngh n. American Standard, cng ty hng u ca M, ang dn n lc khai ph th trng Trung Quc, v cc bn cu ca cng ty ny hin ang c s dng ti cc cn h v to nh mi Trung Quc. Tuy nhin, Toto Ltd., mt nh sn xut dn u th trng Nht Bn, cng ang ln sang th trng Trung Quc mt cch mnh m. y l mt cuc i u (theo cch chi ch head to head) bi h cnh tranh ginh phn thng trn mt th trng thit b v sinh c th gi l ln nht v tng trng nhanh nht th gii. Bn no s thng? C hai u lm ra nhng mt hng tng t nhau, c thit k thnh cc sn phm gi r v nh c th nhp khu, v s dng lung nc ti thiu mt quc gia c dn s ng n ni theo tp qun mi ngi dn trung bnh s dng lng nuc sch trong mt ngy t hn trung bnh mi ngi dn M hoc Nht di nc bn cu. V c hai u sn xut cho th trng Trung Quc t nc lng ging Thi Lan v cc nc chu khc ni m gi nhn cng r gi cho gi sn phm thch hp vi th trng Trung Quc. V th, nhng s khc bit ln nht gia hai i th nm cch thc h tip th cc sn phm tng t nhau th trng Trung Quc cc chin lc phn phi, bn hng, qung co, xy dng mi quan h vi cc khch hng ln, v t c cc hp ng quan trng i vi cc khu nh mi. Nh nhng g m ng Noda ca cng ty Toto ni phn m u chng ny, B quyt nm vic thit lp h thng phn phi v chin dch marketing tt nht. Hay l c phi vy khng? C nhiu th thut marketing ra th trng th gii. Chng hn nh bn c th u t vo mt h thng phn phi tt nht v ln nht, v mt chin dch qung co hng hu nht, v vn dnh nhiu thi gian cho n. Hy xem n lc ca Nike chim th phn th trng qun o v giy bng ca chu u, c bo trc bng cc mu qung co in m rng, Hy ro cc sn vn ng ca bn. Giu cc cp ca bn. u t vo cht kh mi. Bi v chu v M Latin b giy xo, cho nn chu u cng s Th gii c cnh bo. Thi trch thng ny gp phn cho s tht bi ca Nike, tnh cch ca ngui M - khng phi lc no cng t ra c hiu qu cc nn vn ha khc. Chin dch khng thnh cng v Nike ang c tm ra cch thc khn kho hn tip cn th trng bng chu u. Theo nh Philip Knight, ch tch ca Nike, Hin ti chng ti phi thm vo mt phong cch theo kiu Lin hip quc, mt cng vic kh kh khn.3 Ngay c s mnh m v n tng nht ca cc thng hiu ton cu cng c th b sy chn trn th trng nc ngoi. Mi th tng c c im ring, mi nn vn ha c tnh cht tinh t v nhiu mt, v mi nuc c cc iu kin marketing khc nhau, t vic cnh tranh ca cc i th nc s ti n thi quen mua sm ca ngi tiu dng v cc kiu mu hnh vi khc. Ti Trung Quc, vic gio dc ngi tiu dng l mt phn trong n lc bn cc bn v sinh dng ngi, i vi nhiu ngi cha bao gi s dng chng. M rt lu ri cc nh sn xut v tip th bn v sinh khng cn phi dy ngi tiu dng cch s dng sn phm ca h. Cn phi c s chuyn hng tp trung, mt vin cnh mi, c th thnh cng th trng Trung Quc. Tuy American Standard c bc khi u khng tt nhng c kh nng s kt thc thng li.

Mt khc, khng c g l ngc nhin khi mt ngy no mt i th th ba s xut hin v ln t c American Standard v Toto th trng Trung Quc. i th no vy? Chng ti khng chc chn nhng c th a ra cho bn vi manh mi. Th nht, s l mt cng ty ca Trung Quc. Th hai, cng ty s s dng cc thit k hin i v cc phng php sn xut ca American Standard v Toto. V th ba, h s ci tin chng theo cch thc khn kho, sao cho c th to ra sn phm r hn v thch hp cho th trng ni a hn. y ch l nhng g chng ti c gng tin on; chng ti khng tht s kinh doanh thit b v sinh th trng Trung Quc. Tuy nhin, chng ti nhn thy tnh trng tng t xy ra cc cng ty ngoi quc hng u trong mt th trng ang pht trin mt cch nhanh chng ni thng chm dt cuc sc gia cc thng hiu ton cu v cc thng hiu mi ni trong nc trong thi gian di. lm cho sn phm ca bn tn ti lu di mt nuc khc l mt vic kh nhng hon ton c th, nh chng ta s thy chng ny. V c bit l i vi nhiu cng ty ca M th th trng nc ngoi l mt ngun quan trng cho s tng trng doanh s v li nhun trong nhng nm gn y. S tng trng xut khu ca M bt u t na u thp nin 1990, vi doanh s bn hng tnh bng -la tng 52% gia nm 1990 v 1995. S tng trng vi tc tng t cn tip tc n cui thp nin 1990, ch chm li khi ng -la M gim sc mnh. i vi nhiu cng ty ca M, thp nin 1990 l mt thp nin quc t, l khong thi gian m h khm ph ra cch thc bin dng tin t nc ngoi thnh mt cn l. i vi Whirlpool, nh sn xut cc thit b gia dng c tr s t ti M, thp nin va ri (1990) l mt s bin chuyn - t mt cng ty tm c quc gia t ch n xut khu sang mt cng ty ngy cng mang tnh ton cu trong cc hot ng v trit l kinh doanh. Cu chuyn ca Whirlpool - mt kiu mu marketing quc t thnh cng - c bt u vi mt nhn thc r rng rng s tng trng trong lng lai s n t nc ngoi. Theo David Whitwam, Tng gim c iu hnh ca Whirlpool, gia nhng nm 1980 h bt u mt qu trnh chuyn Whirlpool t mt cng ty thnh cng phn ln ni a, kh bo th thnh mt cng ty dn u ngnh thit b gia dng trn ton th gii. H khi u s chuyn hng ny v h thy c mt tng lai y kh khn, khng c s tng trng trn mt th trng M bo ha v cnh tranh gay gt. Ngy nay Whilpool sn xut 11 quc gia v c sn phm ti trn 120 nc. H l nh dn u th trng Bc M v ton b chu M Latin, ng th ba chu u, v l nh sn xut v bn hng phng Ty ln nht chu . 4 Tuy nhin bn khng cn phi l mt ngi khng l nh Whirlpool c th c li t marketing quc t. Nhiu cng ty xut khu ln ca M khi u l cc cng ty c quy m va v nh, l cc cng ty m trc y h cha c thi gian ngh n th trng nc ngoi. i vi phn ng trong s h, thp nin 1980 l mt cuc nh thc mnh m, khi th trng ni a b trn ngp bi hng ha ca cc nh sn xut t chu v M Latin nh bi h hoc l v cht lng hoc gi - hoc i khi l c hai. Vic ko di mt khong thi gian, nhng cc i th cnh tranh ton cu mi ny dn lm thay i quan im chung ca cc nh marketing M. Nhng chic xe p Flying Pigeon Cng ty Xe p Flying Pigeon (B Cu Ct Cnh) l mt trong nhng nh sn xut xe

p ln ca Trung Quc v l mt trong nhng cng ty quc doanh u tin nc ny c nh chuyn hng marketing. S dch chuyn t nh hng sn xut cng nhc sang hng vo mong mun ca khch hng l mt cuc di c m s phi c hng trm cc nh sn xut quc doanh cc nuc nh Trung Quc, Lin bang Nga, ng c (c), Ba lan, Hungary, Cng ha Sc & Slovakia, Bulgaria v Tip Khc thc hin. (Tuy nhin Romania hay Albania ch l bc khi u ca cuc ci cch.) Nhng ro cn m cc cng ty ny gp phi cng tng t nh nhng g cc cng ty phng Ty phi i mt khi hot ng kinh doanh cc nc ny. Li qu quyt ca Henry Ford rng H c th sn xe bt c mu g m h thch min l n mu en, khng tn ti c lu khi phi i mt vi cc i th sn xut xe hi cnh tranh khc. Ngy nay chng ta thy ngui tiu dng hon ton c th la chn nhng chic xe p vi nhiu mu sc v kiu dng khc nhau. Tuy nhin nhng chic xe p Flying Pigeon lun l mu en cho n thng 9/1990, khi m mt lng tn kho 2 triu chix xe mu en thuyt phc cc nh qun l rng vic sn xut thm nhng chic xe tng t nh vy th khng phi l mt hay. Khng ai mun mua xe p mu en na. V th Flying Pigeon gii thiu ra th trng loi xe p mu v vng, v bc chn, mc d chm, vo giai on hin i ca marketing. Theo t News and World Report ca M, S ci tin n gin ny gip doanh s ca Flying Pigeon ct cnh.5 u tin, th gii bn ngoi hin hu nh mt mi e do ang tng ln i vi th trng ni a v hin nay vn th. V ri vi nhiu ngi h t n mc nhn thc th hai - h bt u xem s ton cu ha trn th trng khng ch l mt mi him ha, m cn l mt c hi him thy. Hy xem trng hp cng ty gia nh Red Spot Paint & Varnish Evansville, Indiana. Doanh s ton cu ca cng ty sn xut sn t ny gn nh i t con s khng ln 20% tng doanh s trong thi gian khng n mt thp nin. Ngi ch v l nh iu hnh cng ty tng x l cc n hng ca nc ngoi ti bn lm vic ca ng vo mi sng ch nht. By gi th cn phi c mt phng ban tht s theo kp vi s tng trng kinh doanh quc t ca cng ty.6 PHM VI CHN LA TRONG MARKETING QUC T Nu mt cng ty ca M quyt nh bn cc sn phm ca h Trung Quc (hay bt k nc no khc) th h phi bt u nh th no? C nhiu cch mt cng ty tham gia marketing quc t. Minh ha 3.1 ch ra rng s tham gia ca mt cng ty vo th trng nc ngoi c mc t th ng cho n ton din. C l hnh thc tham gia ph bin nht, t nht l i vi cc cng ty M, l th ng. Cng ty khng ch ng tm kim c hi kinh doanh quc t v khng nhy cm mt cch c bit vi nhu cu ca th trng th gii. Mt cng ty sn xut chi nh ca c bn cc sn phm ca h th trng ging sinh Nuremberg 400 nm tui (ni m ngi mua n t khp ni trn th gii) l mt nh marketing quc t th ng. Nu mt ngi mua hng l ngi Php lin h vi nh sn xut, th nh sn xut chi ny s mun thc hin loi n hng-tmt-ln, m khng chc s xem xt mt cch c h thng cc c hi trn th trng quc t nh l mt phn ca chin lc di hn. MINH HA 3.1 Cc mc tham gia marketing quc t

1. Th ng: Khng ch ng tm kim c hi kinh doanh quc t. 2. Xut khu gin tip: Bn cho khch hng ni a, mt vi trong s h bn ra nc ngoi. 3. Xut khu trc tip: Bn thn cng ty bn hng cho khch hng quc t. 4. Tham gia khng c u t: S dng ngun ti chnh ca cc i tc cc nuc s ti thit lp cc c s sn xut . 5. Tham gia c u t: S dng vn ca chnh mnh thit lp cc c s sn xut cc nc s ti. 6. Hat ng a quc gia: Xem th gii nh l mt tp hp cc th trng v cc ngun cung cp. Cc nh xut khu gin tip l nhng ngi tham gia cp ch ng hn, h ch yu bn cho cc khch hng ni a, trong s nhng khch hng ny c nhng cng ty c kh nng xut khu. Mt vi t chc hot ng nh l mt c quan xut khu cho cc cng ty khc, t lin quan n xut khu hn. Nhng t chc kiu nh th ny c gi l cc thng gia xut khu hoc cc nh mi gii xut khu. Ngi ta c th s dng cc cng ty ny trn c s mt ln hoc lin tc, ty theo thch ca cng ty sn xut. Cc hnh thc khc nhau ca xut khu trc tip th hin cp cao hn khi mt cng ty tham gia marketing quc t. Mt cng ty c th c phng xut khu hoc c th bn hng cho mt nh nhp khu mt nc khc; d thc hin theo cch no th cng ty cng xem th trng th gii l mt c hi lu di i vi doanh s v li nhun ca mnh. Nhiu t chc tham gia marketing quc t ch mc xut khu. Thc ra, i vi cc cng ty va v nh, y c th l chin lc tt nht. Mc tip theo trong cc cp tham gia t th ng n ton din l tham gia m khng c u t. Mt cng ty c th cp php bn mt loi sn phm, thit lp mt t chc nhng quyn, hoc k kt hp ng vi cc i tc nc ngoi sn xut hoc marketing sn phm nc ca h. V d, AT&T k hp ng hp tc vi Compagnie Generale dElectricite (CGE) trong AT&T gip cng ty ca Php ny bn thit b tng i in thoi k thut s ca h M. AT&T cng ng mua mt lng thit b tr gi 200 triu -la ca CGE trong thi hn bn nm. i li AT&T c 16% th trng tng i in thoi ca Php vi doanh thu hng nm khong 150 triu -la bng cch nh cng ty Php ny tip th sn phm ca AT&T Php. u t ra nc ngoi l cp tham gia cao hn na trong marketing quc t. Mt khi th trng tr nn quan trng hoc mt cng ty c nc s ti u i khuyn khch, th cng ty c th quyt nh u t vn vo cc c s vt cht nc ngoi. C nhiu hnh thc u t ra nc ngoi, t lin doanh cho n s hu hon ton. Lin doanh l chin lc hu ch gip cc cng ty thm nhp mng li phn phi cc nc mi v gii quyt vn chi ph ca cc d n sn xut v pht trin trn quy m ln. Ti Nam M, Ford cng vi cng ty Volkswagen ca Ty c lp nn Autolatina; cng ty ny s sn xut c xe VW v Ford trn cng mt dy chuyn ca mt nh my trc y do Ford s hu. c th thnh cng th cc lin doanh phi b sung cho nhau cc k nng ca mi bn. Cp tham gia marketing quc t cao nht l cp ca cc cng ty a quc gia

(Multinational Corporations - MNCs), khng c s phn bit gia th trng ni a v nc ngoi. Mt cng ty a quc gia s c tr s t mt nc, gi l quc gia m, v sn xut hng ha v/hoc dch v mt hoc cc nc khc, gi l nc s ti. Cc MNC a ra mi quyt nh da trn mt khun kh ton cu, xem th gii nh l mt tp hp ca cc th trng v cc ngun cung cp thay th cho nhau, v l nhng ni t cc c s sn xut v phn phi. Nhng cng ty nh th ny hot ng hng vo vic pht trin cc sn phm c tiu chun ha m c th c thay i p ng cc nhu cu ring bit cc nc khc nhau. IBM theo ui chin lc ny. Mt nh lnh o ca IBM ni, tng khi qut ca chng ti l pht trin mt dy chuyn sn xut ton cu. Mi phng pht trin s c trch nhim t lc bt u n khi kt thc. Phng ny cng chu trch nhim xc nh cc yu cu ca khch hng trn ton th gii, bt k phng ny ta lc a im no. iu quan trng l tng v kh nng thch nghi c a vo sn phm.7 V th IBM c th iu chnh cc sn phm thch ng th trng a phng. Chng hn nh cc bn phm u c th thay i p ng nhu cu s dng cc ngn ng khc nhau. Ch ring chu u phi cn n 20 bn phm loi ny. Mt vn th v pht sinh lin quan n vic thu nhn vin cho cc vn phng nc ngoi ca cc cng ty a quc gia. Nu h ch thu ngi a phng th cc nh qun l lo ngi rng h s khng c c mi trng kinh doanh quc t v mi vn phng s b tch bit bi ro cn ngn ng, vn ha v s thiu kinh nghim i vi tr s chnh hoc vn phng cc nc khc. Khng c mt nn vn ha bao qut ton th cng ty. V vy xu hng l t nht phi thu ngi cc v tr qun l l ngi nh, to ra mt i ng cc nh qun l v marketing ton cu tht s. Tuy nhin xu hng ny cng gp phi mt s vn . i vi nhng ngui mi bt u, l vn chi ph. Chi ph th tn quc t trung bnh trong ba nm tiu tn ca mt cng ty ht 1 triu -la. V 50% trong s cc chuyn pht ra nc ngoi khng c m bo hon thnh chng khng n c ch hoc c pht tr li vn phng gi. 8 S khc bit v vn ha v s xa cch gia nh v bn b cng gy thit hi. Hn na, nu cc cng ty thu qu nhiu nhn vin ca nuc mnh cho cc hot ng nc ngoi th h s khng tn dng c ti nng v kin thc ca ngun lao ng nc ngoi. V th, vic thu lao ng cc cng ty a quc gia mang tnh phc tp bi cn phi to s cn bng t nh gia mt mt l duy tr tnh lin tc trong cng ty v mt khc l thch nghi vi nhng iu kin ca a phng. Cm c hay Ton cu ha tht s? Vic tr thnh mt cng ty ton cu khng n thun ch l m cc vn phng nc ngoi. l mt li sng, trong d c th gii c xem l mt ngun to ra nhng c hi v nguy c, trong qu a cu c ch xt mt cch u n bi s tm kim ni tt nht thc hin mi chc nng kinh doanh. Whirlpool l mt minh ha cho trit l ny theo cch tip cn marketing quc t ca h. l l do ti sao David Whitwam, Tng gim c iu hnh Whirlpool, nhn thy nhiu cch tip cn chin lc a quc gia nhng ch c mt cch ng. ng lp lun rng trn thc t hu ht cc nh sn xut quc t khng phi l ton cu tht s: H l nhng g m ti gi l nhng ngi cm c. H c th c hoc thit lp cc cng ty trn ton th gii, nhng cc b phn trong khu vc hoc quc gia vn hot ng nh mt thc th t tr. Trong k nguyn ngy nay, bn khng th iu

hnh mt cng ty theo cch m li mun t c li th cnh tranh lu di. i vi ti, li th cnh tranh ngha l c cng ngh v quy trnh tt nht thit k, sn xut, bn, v cung cp dch v cho cc sn phm ca bn vi chi ph thp nht c th. Tm nhn ca chng ti ti Whirlpool l ha nhp cc cng ty nng ng ca chng ti vo bt c u c th, sao cho k nng tt nht ca chng ti trong bt k phm vi no c giao d l cng ngh lm lnh, cc h thng bo co ti chnh, hay chin lc phn phi - u khng b gii hn mt a im hoc b phn no .9 Cng ty quc t th ng, mc d kh ph bin, khng th tht s cnh tranh trn ton cu. N khng th chng thch thc ca cc th trng quc t. V th cc cng ty bt u bng vic tham gia mt cch th ng thng s nng dn cp - c l thm ch s pht trin mt kiu hi nhp cc hot ng ton cu nh kiu ca Whirlpool ngy nay. tham gia marketing quc t mt cch tht s, bn phi suy ngh v hnh ng nh mt cng ty a quc gia (NMC). Nu cng ty ca bn qu nh khng th t m cc vn phng nc ngoi, th vn c th thc hin thng qua cc i tc v lin doanh - tr thnh cng ty a quc gia o. a v th km quan trng hn thi ! Nhng chnh xc l mt MNC nn suy ngh v hnh ng nh th no? Khng th c mt cu tr li n gin. Mi trng quc t th y thch thc m chin lc cn phi ng ph. Hn th na, chin lc ton cu tt nht hin ang l vn gy tranh ci. Chng ta phi xem xt c yu t mi trng v chin lc tr li cu hi. V bi v cc chnh ph ng vai tr quan trng trong yu t mi trng, cho nn chng ta s bt u vi vai tr ca h. MI TRNG QUC T Cc chnh ph kim sot cc quy lut ca thng mi quc t, lm cho chng tr thnh mt b phn ca mi trng kinh doanh ton cu ln hn mong i ca cc nh qun l. Cc chnh sch ca chnh ph quyt nh khng ch nhng th tc phi tun theo trong trong xut nhp khu hng ha v dch v, m cn nhng hng ha no mua bn, v thm ch nhng ai c php tham gia vo thng mi quc t. Khi cc cng ty a quc gia pht trin c v quy m ln tim lc th s pht sinh vn l h c th vt qu s kim sot ca bt c chnh ph no. Mc d khng c mt c quan no sc kim sot thng mi quc t, nhng cc lut l no m cc chnh ph c th v tht s ban hnh c nh hng ln n cch thc thng mi c thc hin. Trong s l vai tr ca ngi mua trn cc th trng quc t v ca ngi ng h v ngi iu chnh thng mi quc t. Bn thn cc chnh ph cng mua hng. H mua nhng sn phm cng nghip chng hn nh my bay, xe tng, nh my lc du, v my nh ch. Nhiu chnh ph c kiu chnh sch mua hng quc gia, yu cu cc c quan ca h mua hng ha v dch v th trng ni a bt c khi no c th. Tuy nhin i vi cc sn phm khng th sn xut trong nc th th trng chnh ph l mt c hi ln ca cc cng ty nc ngoi. Chnh ph vi vai tr l Ngi iu chnh v Ngi ng h

Chnh ph cng l ngi thit lp cc chnh sch iu chnh cc n lc marketing quc t ca c cc cng ty trong nc v nc ngoi. Cc chnh sch nh th c th em n kt qu c nh hng su rng. Chng hn nh chnh ph c th t ra biu thu i vi cc loi hng ha nhp khu no lm tng gi bn ca nhng hng ha ny m rt cuc l ngi tiu dng phi gnh chu. Chnh ph cng iu tit thng mi, mt cch cng khai hoc ngm ngm. M, chnh ph thng c ni n l khng c chnh sch i vi thng mi, trong khi trn thc t th c. Tuy nhin, chnh sch ca M thng khng trc tip ng h cc hot ng marketing quc t ca mt cng ty M. ng hn l h c gng to cc lut chi cho php cc cng ty M cnh tranh mt cch bnh ng trn cc th trng quc t. Chnh ph cc nc khc, chng hn nh Nht Bn v Hn Quc, c chnh sch cng khai ng h mnh m xut khu. S nh hng ca cc chnh sch ca chnh ph Chnh sch thng mi quc t c th thy c v c th gy tranh ci ngy nay l chnh sch bo h, hay s thit lp cc ro cn thng mi trong mt c gng nhm bo v cc ngnh cng nghip ni a trc s cnh tranh ca nc ngoi. Nhng ro cn ny tn ti di nhiu hnh thc khc nhau; ph bin nht l thu quan v hn ngch. C ba loi thu: theo s lng, theo gi tr, v hn hp. Thu theo s lng c tnh da vo s lng mt hng c xut hoc nhp khu. Thu theo gi tr da trn gi tr ca sn phm; 20% thu nh vo mt chic xe my tr gi 3.000 -la s cho mc thu l 600 -la. Thu hn hp l s kt hp hai kiu khc, chng hn nh 50 -la thu cho mi mt hng cng vi 20% gi tr ca n. Thu quan nhn chung khng pht huy vai tr l phng tin bo h. Trn tng s cc nuc tham gia thng mi th gii, tr gi thu tnh bng tin ngy nay ch t 5% gi tr hng ha chu thu, so vi 50% vo nm 1933. Hn ngch l s gii hn c th s lng cc mt hng ca mt loi hng c th c th c nhp khu. Hnh thc cao hn ca hn ngch l cm vn, ngha l hon ton khng cho php nhp khu cc loi hng trong danh mc ch nh hoc t cc nc no . Cc ro cn khc i vi thng mi l s kim sot tnh cht ca hng ha, chng hn nh yu cu kim sot kh thi i vi tt c cc loi xe hi nhp khu. S leo thang nghim trng ca thm ht thng mi ca M gia thp nin 1980 dn n kt qu l li ku gi bo v cc ngnh cng nghip trong nc c hng ng rng ri. Mc d s thm ht ngy nay c gim nhiu, v kt qu l mt trit l v th trng thng mi t do ngy cng tr nn ph bin, cc hnh thc trng pht thng mi khc nhau vn l mt c tnh quan trng ca thng mi quc t. Tht ng kinh ngc, cc kt qu trng pht thng mi ca M nh hng n thng mi v u t vi 35 nc theo Hip hi cc nh sn xut quc gia cho thy rng c k h ng k trong lut thng mi ca M.10 V khong 1/5 hng ha nhp khu vo M phi tun theo mt hnh thc bo h c bit, t l ny tng gn gp i so vi u nhng nm 1980. Vic theo ui bo h thng mi l mt mong mun chy bng i vi mt s cng ty v cc nh qun l ca h. V d, Lee Iacocca, ch tch kim tng gim c iu hnh ca Chrysler Corporation, ni: nhiu nm ti k vi bt c ai mun nghe rng chng ta ang tin ti s khng hong kinh t i vi mt th trng M rng m cho th trng Nht Bn trong khi th trng Nht Bn li thc s ng i vi chng ta. iu ny ch c th l

do chnh ph M thc hin chnh sch m i vi Nht Bn trong khi chnh ph ca h th li khp kn i vi chng ta Ngi M th lc no cng c th lm cho bn thn h c nghe ni n Washington. Nhng gi th h ang b ln t bi nhng ting ni mnh m hn t Nht Bn.11 Bnh vc cho nn tng sn xut (vi hiu qu tch cc ca thm ht thng mi) ch l mt l do ng sau p lc ca c ch bo h. Ngi ta c tnh rng mi nm c hn hai triu vic lm ca M b mt do kt qu ca cnh tranh nc ngoi. Vic ban hnh cc bin php bo h khng phi u mang tnh tch cc; mt khi c lp php th kh c th rt li. V d, ngnh cng nghip thy tinh ca M c bo h t nm 1922, ngnh sn xut sa t nm 1953, v ngnh dt t nm 1957. Gi bn cho ngui tiu dng i vi hng ha c bo h c th s tng do ngun cung b gii hn. Khi ngi Nht b hn ngch nh vo xe hi nhp khu vo M vo u nhng nm 1980, h la chn xut khu cc kiu xe t hn. Tht vy, hn ngch rt c th buc h phi lm th, bi cch duy nht tng doanh s trong iu kin s lng b hn ch l tng gi, ngha l nghin cu lm ra nhng chic xe hi tt hn.12 Cc ro cn thng mi c th gii hn tiu dng cng nh lm tng gi tiu dng. Tuy nhin, nguy hi nht l cc ro cn c th em n s c lp i vi cc th trng v i th th gii; cc cng ty c bo h c xu hng chm hc hi v t thay i, tr nn km cnh tranh hn theo thi gian. S thay i chm chp c v thch hp mt nc ln hn l nc nh hn, v cc cng ty nc nh hn c xu hng nhn ra bn ngoi pht trin v tham gia vo cnh tranh ton cu ngoi mc cn thit. Nc M khng ng mt mnh trong vic to ra cc ro cn thng mi. quy nh lut nhp khu ca h tht cht n ni ch vi ngn xe hi Nht c bn th trng ny k t nm 1957. Php lm cho tt c cc bng video ca Nht n c nc ny phi qua c quan hi quan vng Poitiers xa xi. Braxin th khng cp php nhp khu cho hu ht cc sn phm c th sn xut trong nc. Vo nm 1978, Trung Quc bt u thc hin chnh sch m ca theo chng trnh ci cch kinh t. Cho n gn y, cc cng ty M c gng ginh th phn th trng tiu dng mt triu ngi dn ny ca Trung Quc nhng khng thnh cng. Gii chc trch thng mi ca Trung Quc ngh nc ngoi u t vo cc ngnh xut khu hoc cc d n cng ngh cao. Cc cng ty hng tiu dng nh Coca-Cola v Cng ty g rn Kentucky b gii hn v giy php v li nhun thp. Tuy nhin thi ca Trung Quc cng dn thay i v nhng b tc chnh tr trong thng mi vi nc ngoi c tho d. Chng hn nh ngi Trung Quc khng cn i hi quyn s hu ca h phi chim s ng hoc t nht l 50-50. Trung Quc cng nhn thy c nhiu hn v gi tr ca hng nhp khu cng ngh thp. Kt qu l cc cng ty M t ko n min t Trung Quc. Procter & Gamble bt u mt d n tr gi 10 t -la sn xut cc sn phm git i v chm sc c nhn Canton (Qung ng). RJR-Nabisco bt u bn cc sn phm bnh quy gin Ritz ca h Trung Quc. Ngi tiu dng Trung Quc ang bt u mua bt git Agree, sn phm Band-Aid, v knh st trng Bausch & Lomb. Cc hot ng ca cc cng ty nc ngoi Trung Quc chng li sau cuc thm st cc sinh vin phn khng Trung Quc qung trng Tiananmen (Thin An Mn) vo ngy 04/06/1989. Cc nhn vin ngi nc ngoi c rt i v hot ng kinh doanh tm thi ngng li. Cc cng ty nc ngoi ngng cc k hoch pht trin trong khi ch

 thy ht cc chnh sch khn cp ca chnh ph. Tuy nhin cho n nay hu ht cc cng ty M v Nht hot ng Trung Quc khi phc hon ton - bt chp cc bo co gn y rng s n p v chnh tr v vi phm nhn quyn ang lan rng hn bao gi ht trong chnh quyn Trung Quc. Cc cng ty M thng mun tm cch thc khc, hy vng rng s xung t trong ni b cc chnh quyn nc ngoi s khng nh hng n h. Tuy nhin v lu di khi cc hot ng quc t ca h m rng, th h khng th trnh c hon cnh ni ti ca cc quc gia nh Trung Quc bi v nhiu khch hng v nhn vin ca h phi sng cng vi cc iu kin v chnh tr v php lut ca nc ny, d l cc lnh o cao cp th khng. Cc chnh ph cng tc ng n thng mi quc t thng qua cc hip nh h k kt ln nhau. Hip c thng mi quan trng nht c l l Hip nh chung v thu quan v thng mi (General Agreement on Tariffs and Trade GATT). c thnh lp vo nm 1948 di s bo tr ca Lin Hip Quc, GATT rng buc 90 trong s cc quc gia c nn thng mi quc t (khong 95% thng mi th gii) vi cc hip nh chung a ra cc gii hn v nhng ro cn thu quan ln phi thu quan. K t khi GATT c thnh lp, c mi thp nin cc phin hp c bit (gi l cc vng) c t chc tho lun v cc vn hin ti ca thng mi quc t. c bit n nh l mt hip nh thng mi quan trng nht ca M trong hai thp nin qua, Hip nh thng mi t do M - Canada (US Canada Free Trade Agreement) dn xa b tt c cc thu quan v hn ngch gia hai nc vo nm 1999. Hip c ny d kin s lm tng tng sn phm quc gia (GNP), vic lm, v tiu dng mi nc. Cho n nay cc nh kinh t, nh qun l, v cc lin on lao dng vn ang tip tc tranh lun liu s nh hng ca n tt hay xu tuy nhin bt k ai chin thng trong cc cuc tranh lun ny, th r rng rng Hip nh thng mi t do Bc M (North American Free Trade Agreement - NAFTA) s lm gia tng thng mi quc t trong khu vc. C cc loi hip nh thng mi a quc gia khc ang tn ti. mt mc l quy ch ti hu quc, trong mt cch i x c bit c p dng ring i vi mt hoc mt nhm i tc thng mi, trong mi quan h vi cc sn phm chuyn bit. Chng hn nh M p dng chnh sch min thu c gii hn dnh cho cc nc ang pht trin i vi mt s th trng. Trong khun kh mt chng trnh thng mi i vi cc nn kinh t ang pht trin hay cn gi l H thng u i thu quan ph cp (Generalized System of Preferences GSP), 140 nuc c cp GSP, dn n kt qu 15 t -la hng ha xut khu ca cc nc ny c min thu. Vo nm 1988, bn con rng chu bao gm Hn Quc, i Loan, Hong Kong v Singapore b rt li quy ch GSP; xut khu ca h sang M t 37 t -la trong thm ht thng mi nm 1987 ca M, tng so vi 6,1 t o-la vo nm 1981. mt mc khc so vi quy ch ti hu quc l s hp tc kinh t gia nhiu quc gia, chng hn nh Cng ng kinh t chu u (European Economic Community EEC), c thnh lp vo nm 1957 bi 6 nc v m rng bao qut hu ht cc nc Ty u. Trong mt chng trnh c tm nh hng ln, EEC ang b i v s cc l li quan liu, quy nh, hn ch ti chnh pht sinh qua my thp nin bo v cc nc thnh vin. n cui nm 1992, 320 triu ngi tiu dng ca 12 nc d kin s c hp nht vo mt th trng c iu chnh bi mt b lut thng mi chung. Kt qu s

lm cho ngi dn, sn phm v dch v c th lun chuyn qua bin gii gia cc nc mt cch d dng nh l gia cc bang ca M vi nhau. Theo nh k hoch th mt ng tin chung s ra i mt cch nhanh chng. Tuy nhin mi th khng phi lc no cng nh k hoch; nhiu vn vn cn tn ti lin quan n k hoch v ng tin chung, v nhiu xung t khc tip tc nh hng xu n n lc xy dng mt khu thng mi n nht. Tuy vy vic tt s xy ra, v iu c ngha l tm quan trng ca n tip tc c thay i i vi cc nh marketing bt c u. Ngi ta trng i cc quy nh v bo h s c tng ln nhm ng h cc nc thnh vin, v ngn cch EEC vi th gii bn ngoi, c bit l Nht Bn v M. Tuy nhin, cc cng ty nc ngoi c hot ng vng chc cc nc EEC s pht trin tt. Hn na, gn y s tng vt v u t nuc ngoi, lin doanh, v thm ch sp nhp trong cc nc EEC l mt bc chuyn mang tnh chin lc ca cc cng ty nc ngoi t chnh h vo cc nc EEC. Vi mt chu u ang tr nn thng nht, cc nh marketing c th tit kim nhiu chi ph do s sn xut i tr. Giao thng tr nn nhanh hn v r hn m khng c ngn cch gia cc bin gii, sn phm t cn phi thay i hn do cc yu cu v sn phm c ng nht, v nhiu loi hnh qung co s c tiu chun ha gia cc quc qia. phm vi rng hn, kh nng tham gia marketing quc t trn ht ph thuc vo s cho php ca cc chnh ph c lin quan. Chng hn nh vo u thp nin 1980, Caterpillar k mt hp ng quan trng lm vic trn ng ng dn kh Lin X (c). Chnh quyn Reagan ra lnh hy b hp ng , ch yu l phn ng li vi s xm chim Afghanistan ca Lin X. Phn ln hp ng c chuyn sang cho cc i th Nht Bn. Cng ty Coca-Cola ri b n khi chnh ph nc ny ra lnh chuyn giao cng thc b mt cho mt cng ty n . Tuy nhin do n c dn s 800 triu ngui v sn lng nc ngt c nhn hiu tiu th hng nm l 2,4 t chai, nm 1988, PepsiCo chp nhn cc iu kin khc nghit do chnh ph n a ra bc chn vo th trng nc ny. PepsiCo ng xut gp nm ln gi tr ca cc nguyn vt liu nhp vo n . Nu khng thc hin ng cam kt th h khng c php chuyn li nhun ra khi nc ny. bnh vc cho quyt nh tham gia th trng n ca cng ty, ch tch PepsiCo International ch ra rng, Chng ti mun tin bc xa vi n bi v chng ti mun m bo rng chng ti c th tham gia sm khi th trng cn ang pht trin. Tng lp trung lu n ang bt u ni ln, v chng ti thy c l mt th trng pht trin mnh. 13 Cc v d trn nhn mnh n tm quan trng ca cc th lc vt ngoi tm kim sot lin quan n mi trng, mt ti s c tho lun chi tit phn sau. (Cn na)