B ookbo om ing

D i vi D:\' ctS p h ;t . k h i k kt h p d n c ciln p hi lm h i i u t c c h p b p n h n c a il'i l c . x c d in h ai lii njji c n c h n h iin v c h u tr c h n h im n m c d n io ?

2.3. Phn lo i theo c h s h M

+ DN thuc s hu nr nhan: do nr nhan nm gi vn, kim sot hot dng kinh doanh + DN thuc s hu nh nc: do nh nc nm gi vn v quyn kim sot DN
Phn loi D N t nhn v D N nh nc cn c trn vn gp vo hot ng kinh doanh. D N nh5 mrc ]I D N c 100% vn do nhi nc s hOu?2.4. Vn v quyn kim so t vn

+ DN quc gia: li nhrmg DN m vn ca n thuc v cng d;\n ca nc s ti, c xc nh bi ni

c tr v ng k ca D N u n. + D N nc ngoi l D N m vn ca n thuc v cng dn ne ngoi hon ton hay i b phn, cho php h nm g i q u y in kim sot DN. D N nc ngoi kinh doanh theo lut ca nc s ti. + D N hn hp: Ih D N m vn ca n thuc v 2 hay nhiu quc gia. Philips: Bi-Php-M -Thu s. + Co xuyn quc gia (Transnational Co: TNCs) * Co xuyn quc g ia (T N C s) + Phn b it gia Co x u y n quc gia v a quc gia (Transnational Co and M ultinational Co)? + Sc trng TNCs: L t chc b diu chinh bi lut ca nhiu quc gia

L m hnh t chc tin tin nht hin nay vi 1 Co m dt ti mt quc gia v cc Co con, chi nhnh dt ti cc quc gia khc nhau. MI quan h Co m v Co con cht ch, lin kt v vn v cng ngh
Vn V kim ngch ca Co nc ngoi chim t trng 1 71 trong tng vn v kim ngch ca tp on:

Ds' ca cc chi nhnh General motor chim n 90% tng ds, Philips 70%, SKF Thu din 90%
Phm vi hot ng kinh doanh rng, d iu hnh hot ng t mt trung tim duy nht, kim s o t chi phi ton b hot dng ca tp on. + Mc ch: Gim bt tr ngi ca hng ro th u i quan v phi th u i quan ca cc nc trong hot ng s x v tiu th SP Tn dng ngun nguyin liu v lao ng r ngay ti nc s ti Tng cng kh nng cnh tranh trn th trng Thu li nhun cao + Hnh thc hot ng: L iin doanh lin k t, Gp vn, Chuyn giao cng ngh, liin danh, u t 100% vn............. T Trn th gii hitn nay c khong hn 37.000 TNCs vi hn 170.000 chi nhnh. 90% Co m t ti
c c nc p h t trin

3. M hnh t chc v qun l DN

* Cc cp qun l:

Cp chin lc: nh ra chin lc di hn Cp trung gian: t chc iu hnh vic thc hin Cp tc nghip: thc hin chin lc

M hnh qun l hnh thp Cip chin lc Ca'p trung gian

i hc Ngoi thng

Bookboomng

'Ciip lc nulp + t)c im: tp irung quycn ic cao vu Iigi iii u o, h uyt tuC t"> th*c rh nh + u im: - Tp (rung quyn lc nn tp trung c sc mnh

+ Nhc im: - Khng pht huy tinh thn trch nhitm c nhn
- Cp trung gian v tc nghip khng c tnh sng to - C cu .t chc tr tr, khig linh hot trc bin ng th trng + 7 7 .,.* ., 4 jrj s. ;i >: ' ? -: S i r.h

* M hnh qun l t chc hnh 6

+ c iiin: Quyn lc phn chia, lnh dao chi chu trch nhim cao nht, cc lnh do b phn c quyn quyt nh trong lnh vc mnh qun l + u im: - To tnh nSng dng, sng to cho tt c cc cp qun l - Phn chia quyn li i lin vi trch nhim - Ngi lnh o c quyn t ch trong phm vi minh qun l

+ Nhc im
- Khng tp trung c ngun lc M hnh qun l mng nng ng 0 III. iu kin tn ti trong KD quc t' 1. Mc tiu tn ti ca DN: * Doanh s, li nhun * Li th cnh tranh * An ton trong KD D N lm cch no thc hin an ton trong kinh doanh? 2. iu kin ln ti Thch ng vi khch hng: "Khch hng l thng Thch ng vi cnh tranh Thch ng vi cng ngh Thch ng vi s phn hi thng tin th trng Thch ng vi s thay i Chng 2: M i trng kinh doanh trong marketing auc t

I. Khi nim v phn loi

1. Khi nim Mi trng marketing quc t l tng hp tt c cc yu t, nhng lc lng bn trong, bn ngoi DN, c nh hng tch cc hoc tiu cc dn c c quyt nh markting trong DN, nh hcmg dn kh nng thit lp v duy tr mi quan h gia D N v khch hng 2. Phn loi
2 .1. Cn c vo bin gii ca D N

+ Mi trng bn trong DN + Mi trng bin ngoi DN Mi trng bn trong DN

i hc Ngoi thng

Bookbooming

1 . T i chinh [F iiu in c itil ( iiy iro n iiifi )

2. Nhftn s (Personl cmraniiieiir) 3. Cng ngh (Technictl riivironinen) 4. van ho N (Culture enterprse ) Mi trimg bn n so i DN !. Kinh t (Economii: enviroment) 2. Nhn khiu hc (DeiiiOruphic enviroment)

3. T nhin (Numre enviroment)

4. Vn ho (Culnire enviromeiit) 5. Chnh tr lut php (Politicul z.c?u/ enviroment) 6. Cng ngh (Teclinolocal enviromeni) 7. Cnh tranh {CompetitY eih ironitiit) 2.2. Cn c vo kh nng kim sot ca doanli nghip c + Mi trdmg doanh nghip c kh nng kim sot - mi trtrimg bn trong DN (Controlable em iromnttt) + Mi trrng quc gia doanh nghip khng c kh nng kim sot (Domestic Iinconlrolahle) + Mi -trng quc ti'DN khng c kh nng kim sot (Poreign uncontrlable enviroiiment) n. Cc yu t"mi trmg

1. Mi trng bn trong DN ] 1. Mi trng ti chnh

Phn iinli tim lc v vin v kli nng huy ng vn + Vn (Ngun vn, vn, vn c nh, vn lu ng) + Hiu qu s dne vtn + Kh nang huy dng vn 1.2. Mi trumg nhin s
P hn nli rim li/c con ngi a a D N

+ S lng, t l, cht liig cn b cng nhn viin +Chi'n lc tuyn dng + Chin lc v ngn s id i do to + Chin lc pht trin ngun nhan lc + clii' , Chnh sich i ng + Chin irc qun l nhn s trong cng ty kinh doauh quc t Chnh sch nhan s v cling (Eihnoccnlric policy) Tt c c c v tr quan trng u do ngi ca quc gia m nm gi

Nguyn nhiln:
+ Nc s ti khng c nhn ti + Duy tr vn ho t chc ng nht + C kh nang chuyn giao cc gi tr ct li ra nc ngoi Hn c li

+ Hn ch c hi thang tin ca ngi bn x

+ Gy nn th iin cn vn ho trong DN Chin lc Iihn s a tm (Polycentric policy) Tuyn nhin vinbn x dm trch cc chc v quan trng ti nc ngoi u im: + Trnh dc cn bnh thin cn vn hoit

~7

i hc Ngoi thng

Bookbooming

+ 4 l kim chi ph cho ngi chnh quc lmf vic ti Iic neoi Hn ch + Khng c kh nng chuyn giuo gi tr C I li + Lnh do a phng khng c c hi tip thu kinh nghim t nc ngoi + Vn ho DN Khng ng nht Chnh sch nhan s a tm (Geocentric policv) Lun tm kim neri tt nht cho cng vic, khng phin bit n tc hy quc tch + Cho php khai thc ngun lc nhan s ti a + Xay dng di nc qun tr quc t, c kh nng lm vic nhiu nn vn ho khc nhau + B hn chbi qui nh php lut v lut nhp c v thu* mn lao ng 1.J. t-ng ngn DW Phn nh trnli v tim lc cnh tranh v KHKT ca DN + Trnh cng ngh chung + Tnh c quyn ca cng ngh cao h?y thp + S lng bing pht minh sng ch, b quyt k thut m DN s hu + Ngan sch R&D + Chin lc phr Irin cng ngh ca DN 1.4; Vn hoi N
Pliii nh IIIIII lc cnli tranh v tn iu D N thng UU m lin kt IU ngi vi ngi

Vn ho DN l tng ho mi quan h gia V5n ho dn tc, vn ho l chc v do c nghi nghip. Cc yu t ca VHDN Cm gic thng nht v hi nhp m DN to cho cc thnh vin S nht qun trong vn ho ca cc b phn v vn ho ton DN 'Nng lc ca mi trurng trong vic ntii dng i mi, sng to Kh nng thch ng vi s thay di ca mi trng 'Mc d ng vin ca ngi lnh do Uy tn v danh ting di vi bn ngoi 2. Mi trng bin ngoi DN Trong phn ny s i cp n cc yu t quc gia cng nh quc t. y l cc yu t to nn s khc bit trong kinh doanh ca DN cc khu vc th trng khc nhau NU bn mt Ngi c ni rng bn thiu kch hat tim Ngi Anh ni bn b suy nhc Ngiri M ni l do virut Ti sao li nh vy? Bn c m khng? bnh tim, mt con vi rt hay sinh vt sng?

Tt c iu ph thuc bn n t u 2.1. Mi trng kinh t

Mi trimg kinh t quyt nh sc hp dn ca th trng xut khu. Mc d hp dn c da trn:

+ Dn s
+ C cu kinh t' + Mc sng

i hc Ngoi thng

Bookbooming

Cc yu ton v nli hng n hot ng kinh doanh nhu th nn?

Phn chiii n n kinh ti theo c cu kinh t:

+ Cc nc c nn kinh t hin vt: t 14 L nng nghip ln, nSne lc XK thp + Cc nc c nn kinh lXK NVL: L th trmg ca thit b khai thc, vn chuyn, Hnh thnh vng th tnrmg nh V htng cng nghip cao cp cho cc nh u t + cr nc c nn kinh t dung trong giai on cng nghip Iio: Cng nghip ch bin tng; NK nguyn liu, thit b nng;tng lp trung lu tng- to khu vc th trng kh ln i vi sn phim tiu dung NK + Cc nc c<5 nn kinh t CNH: XK thnh phm v t bn; NK NVL& bn thnh phm; c nhu cu vi
tit c cc loi HH

Phn chia theo mc sng + Nn kinh t c mc sn ilip: t cung t cp, sn phm om gin + Nn kinh t c m.sng iaiig di thp: phn ln hng tiu dng s x trong nc, XK hn ch + Nn kinh t c mc sng rt chinh lch: di b. phn dn c sng da s x nng nghip; tng lp giu c t ch yu s dng hng NK + Nn kinh t c mc sng chnh lch: bnh thnh tng lp trung lu, TT tng i a dng
+ N n kinh l' c m c s n g c a o : hnh thnh T T a dng v phong ph

Phan theo s pht trin kinh t' TT cc nc km pht trin

T T cc nc ang pht trin

*TT cc nc c nn kinh t chuyn i TT cc mrc cng nghip pht trin

Ni dung n g h iin cu m i trumg kinh t'

Trnh d knh t chung ca quc gia

tc d tln g trng kinh t, lm phi, GDP, G N P, c cu kinh t

Cn cn thanh ton quc t, t gi hi doi, d tr ngoi t, chnh s.ch qun l ngoi hi

K im ngch X N K , c cu X N K , nh hng pht trin ngoi thng

D on xu hng pht trin trong thi gian ti C cu t chc kinh t, b, ban, ngnh
C cu kinh t M

1900 + SXCN: 37,9% + Nnghip: 20,6% + Dch v: 32,9% + Chnh ph: 8,6% -lm pht: 0% -S hu ni da:46,7% - T 14 tht nghip: 5% - Thu thu nhp cao 0% Chic t bn chy nht 1.500USD, thi gian lm vec c th mua dc: 47 thng Nm 1990 + SXCN: 17,4% + Dch v: 67,9% + Nnghip: 1,7% + Chnh ph 13% - lm pht: 1,5% - thC t nghip: 4,6% - s hu ni a 66% - thu thu nhp cno 39,6% 6 t bn chy nht gi 20.218USD, thi gian lm vic 6 thng M hnh phn loi ca Walt Rostow 'Cliin 1: XK truyn thng: thiu kh rtng tng nng su t do khng p dng c h thng KHKT hin
i; t l tht hc cao

i hc N goi th ng

Bookbooming

'i-luiiv ?:chu:n b ct cnh:tii'n h KHKT bl ditu dc mc dng irong nng nghip v s x , c s h lng biil tliii phi Iriiii CliiiifS: tt cnh: ngun nhn lc v thng titng XH phi trin, hin di ho nng nghip v cng nghip

Chii!4: chn mui: tc d tang trung chm ii, nn kinh t m rng cng ngh hin di trtn mi
rinh vc

ChngS: tiu dng i tr mc cao:GDP du ngi t mc cao, dch v pht trin

2.2. Mi trmg chnh tr -lut php * dc nghin cu trn 3 phng din: + Mi trng nc XK + MI trns nc NK + Cdc qui nh ca lut php quc t Cc yu t ny nh hng n hot dng kinh doanh nh t h no? Nghin cu tnh hnh chinh ng lnh do? dng li chnh tr ca dng? Chnh sch i ni v di ngoi, khuyn khch u t nc ngoi, Kim sot cc vn i ngoi Quan h gia cc thnh vin (rong ni cc C cu inh do cp Nt nc Tinh hnh chnh tr c n dnh hay khng? ng l<i chnh tr trong thi gian ti Ri ro chnh tr c th gp phi? nh gi nhy v chnh tr Tch thu, sung cng, ni da ho Nghin cru lut php C s ca h thng lut php chung H thng c quan hnh php v lp php ng li lut phiip thecdut Hi gio, iut XHCN, thng lut (iruyin thng - common law),lu;U thnh vn lcode law) cc u di quc tN T , MFN.? Cc qui dnh lut php c th? cc chnh sch pht trin Cc qui dnh ca lut php c cht ch khng? C hay chay i khng? Cc khe h ca lut php? D kin ri ro c thi gp phi? Lut p dng trong gii quyt tranh chp quc t: (t ) Tranh chp gia cc chnh ph; (2) Gia cng ty vi chnh ph; (3) Gia cc cng ty Xc nh lut p dng n c s: diu khon lu&t trong hp dng; ni k kt hp ng; ni thc hin hp ng C c h gii quyt tranh chp quc t: ho gii; trng ti; kin (ti to n, nn trnh)

Vn bo h quyn s hu tr tu Lut quc gia: lut v i marketing;marke:ng xanh;chng dc quyn;do lut v tham nhng;nn ninh quc gia;lut chng ty chay.. C cli< p dng lut L v cc vn bn di lut 2.3. Vn ho x hi

i hc Ngoi thng

Bookbooming

"Yi\n ho lt mi th m con nu i c. con Dri suv nih v hnh dn nh l mt thiinh vii-n ca x hi' Trinh vn lio cliuny ca quc gia, cc Iihnlt vn ho S nhy cm v thch nghi ca vn ha Phng hng hot ng gio dc o to ca quc gia? N gin sch dnh cho gio dc v do to S phn chia tne lp, giai cp (thng, trung, h lu) Tn gio, mc d nh hcmg ca tn gio Li sng, phons cch sng Thay i vin ho;: nhng nt tng ng v khc bit Tp qun V I thi quen trong kinh doanh- van ho KD o c kinh doanh Phm vi ca viln ho: 1. Viln ho vt cht: Cng ngh, kinh 14'hc 2. Cc th ch x hi: t chc x hi, gio dc, c cu chnh tr 3. Con ngi v v tr: h thng nim tin, tn gio 4. M hc: nghi thut, vn hc dn gian, im nhc, kch, 5. Ngn ng Cc yu t ny nh hngn hot ng kinh doanh nh th no? 2.4. Nhn khu hc Qui m dn s, tc ct tng dn s Tilm vc, hlnh dng T 14 plun chia theo tui, gii tnh Qui m sia nh Xu hng, quan nim sng, t l k il hn, ly hi 'CAc yn t ny nh hng n hot ni; kinlt (ioanli nh thi' no? 2.5. T nhin V tr a l, Cnh quan, Ti nguyn thitn nhin, Kh hu, Mi trng, C s h tng Cc y u t ny nh hng n hot ng kinh doanh nh t h no? 2.6. Cng ngh Trinh d cng ngh chung ca quc gia S' lng bn quyn, bng pht minh sng ch, tn gi xut x, chi dSn i l ...m quc gia nm gi Cht lng v mc c quyn ca cng ngh Ngn sch dnh cho R & D v cng ngh Chin lc pht trin cng nghi quc gia

p lc lc ng cho s phtrin cng ngh v mc du t cho cng ngh theo ngmli Nlrng nh hng khuyn khch, ti tr cia chnh ph cho nghin cni pht trin cng ngh ca ngnh

i hc Ngoi thng

Bookboomng

'Cw (ic ) cu n H\rinh hng n hot ng kin h doanh n h th no?

iu tir c h o ciit: n h

1992 OECD dau t 380 tU S D 1992, M u t 160 t $, bnh quan 627 $/ du ngi/ nm 1992, Nht Bn 598 s / ngi/ nam 1995, Hn quc 27 i S ngi / nm 2000, Vit Nam bnh qun 1,3S/ni/nm

*iy y j co

tnu sng icc i .ii*. h it 0 5 C D t b h*>.*

19S 9-1993 c 283 000 sdng ch c mua bn. Trong 5 nc (Anh, Nht, Php, c, M) chim 80,5%. Ton h eii trao i 19,5% 2.7. Cnh tranh Nghin cu cp cnh tranh + Cnh tranh mon* mun + Cnh tranh gia cc loi SP khc nhau cng tho mn mt mong mun + Cnh tranh cng l toi SP + Cnh tranh gia cc nhn hiu SP Nghin cu mi trng cnh tranh chung Nghin cu cc i th cnh tranh + i th dn u TT: Market leader + i th thch thc TT: Market Challcnger + i th theo sau: Market FoUovver + i Ih din khuyt TT: Market Nichcr Nghin cu + p lc cnh + p lc cnh + p lc cnh + p lc cnh + p lc cnh cc p lc cnh tranh tranh t pha khch hn tranh t pha nh cung ng tranh t di th cnh tranh tim nng tranh t d th cung cp SP thay th tranh trong ni b ngnh

III. Mi trng KD ton cu 1. Nhng din bin ln trong nn kinh t' th gii Thi k 1945-1960: hnh thnh 3 trung tm kinh t th gii: Bc M, Ty u, Nht Bn + Bun bn ch yu l khi phc kinh t' sau chin tranh + Thng mi quc t hu hnh tng nhanh + Kinh t M pht trin mnh nh khai thc chin tranh + Xu hng pht trin dch chuyn sang chu Thi k 1960-1980: Nn kinh t th gii vi nhiu bin ng ln + Nht th ho tin t quc t (SDR, ECU, RCN) + Nn kinh th gii pha i trng gia M, EU.Nht Bn vi cc nc XHCN (GATT7 SEV) + Khng hong kinh t, nng lng, mi trng Thi k 19S()n nay: + u t nc ngoi tng trng mnh hn c tc d tlng chng mi quc t

42

i hc Ngoi thng

Bookbooming

+ Hnh Ihnh C ;c inrccncr nchp m i: raxn. Vfchi co. Achcniinn. Hn Qui i Loan. Hi)nik > M U . Singapore + Khng ho;m2 ndin ra trm trnc

+ S pht triin mt cn i ca nn kinh t th gii: khong cch c u ngho tang.

+ S pht trin nne ca khu vc kinh t th 4

+ C s thay i ln trn bn kinh th' gii: s tan r ca h thng cc nc theo c ch tp trung; khuynh hng c ch T T ny cng m rng; s phn ho trong ni b cc nc ng u, s xch li sin nhau ca cc nc ty Au + Nn kinh t th gii tr thnh mt khi thng nht, an xen v b sng cho nhau trong mi quan h cng tc 2. Mi crung KD ron cu T chc thcmg mi th gii WTO + Nguyn tc: cns bng, bnh ng, ch i ng quc gia, qui ch ti hu quc + Ro cn thng mi: thu quan, hn ngch, hn ch X K t nguyn, ty chay, ro cn mang tnh cha t tin t (phong to ti khon, t gi khc bit, cho php chnh ph bo m ngoi hi) + Ro cn k thut, v sinh, mi trng Qu tin t quc t

Xu hng kinh doanh trong tng lai

+ S gia tng nhanh chti ca cc khu \ fru ii dch t (lo: E, NAFTA,AFTA..., s lin k theo cic
hip irc thng mi t do gia cc khu vc vi cc quc gia FTA + Xii hng i lii} nhn TT t do gia . c nc ang pht trin M Latinh, ch&u , ng Au + S pht trin ca ci TT tni ni : Trung Quc, Hn Quc; Ba Lnn.- N ghin cu I cc khu vc th trng? Cc ni hnh hp tc a quc gia + Nhm hp tc khu vc: hnh thc c bn nht Hip hi Pht trin Hp tc khu vc (RCD), cc chnh ph t nguyn tham gia pht trin cc ngnh c bn c li cho mi quc gia, cc quc gia cam kt h tr ti chnh cho lin doanh mi v mua li mt phn nhit nh SP ca n. v d: XD nh my in gia Colombia v Venezuela, h phn chia chi ph v lng in s x ra + Khu vc mu dch t do (FTA): mc hp nht v hp tc cao hn RCD. H ip nh gia 2 hay nhiu nc nhm gim hoc d b biu thu quan v hng ro phi thu quan trong khi vn duy tr biu thu ring vi cc nc ngoi khi.FTA mang li TT rng hn v khng c ro cn. Lin m inh th u quan: d b thu quan ni khi, iu chnh thu quan ngoi khi nh vo nhng HH NK. ngoi Hn minh Th trng chung : D b tt c cc biu thu quan, hn ngch v cc hn c h khc trong bun bn ni b, s ng biu thu quan i ngoi chung, d b hn ch' v vn v sc lao ng. ay l nn kinh t thng nht. z n minh chnh tr: bao gm c hp tc kinh t v chnh tr -E Cc khikinh t v mu dch trn th gii, Vin knh t th gii, NXB Chnh tr quc gia,199 3. Xu hng pht trin nn kinh t' th gii Xu hng quc t ho nn kinh t th gii + Ton cu ho trong du t, s x lu thng + Khu vc ho T do ho thng mi tt cho nc giu hav nc ngho? * Li cho ai?

i hc Ngoi thng

Bookbooming

Cc nc dang pht trin-. (- B p buc phi nicia TT qu rng v qu nhanh ( Cc nc ciu c m mu dng ca TT ca h r Tc ngiir. !c v hir.g tin 4 dV rn nhn. tun th v thc hin cc cam k t thng mi c li cho ninh. 'Cc nc pht trin f Tm cch thc mi ng ca TT * p dt thu chng bn ph gi vi hng NK m h cho l r mt cch khng cng bng -t-Lnh vc cc nc dang pht trin c kh nng th h li c bit bo h nh dt, may, da, giy, nng nghip... Quan h th.i trmg phc tp + Th trng kn: cng ty m v con + Th trng qun ch: cc khi v hip nh kinh t + Th trng uu i: hp ng di hn + Th tnrmg t do TT trong nc gn cht vi TT th' gii Ro.cn thcmg mi quc t gia tng Hip nh quc t, lut 14, tp qun kinh doanh ngy cng thay di Trin vng khu vc chu - TBd IV. C hi v thch thc vi DN 1. C hi i vi DN

????
2. Him ho, thch thc

????
Cht lng quc t sn phim ni da Cng khai ho xut x S hu tr tu Chng 3: Nhirt cu thi trng quc t I. La chn TT nh hng . Cn c la chn TT nh hng * Cn c vo ttnh vc hot ng ca DN + La chn ngnh KD + Mc tiu + Kh nang ca DN

* Cn c vo thng tin TT + Khong cch a l + S hp dn ca TT + Tnh hnh kinh t, chnh tr, cng ngh + Cc rng buc v hnh chnh, thu, hi quan + Vn ho, ngn ng, tp qun + S n nh v kinh t, chnh tr... + Qui m v tim nang TT + C ciu TT + S vn ng ca TT 2. Nghn cu khi qut TT Cc thng tin kht qut c thu thp phi m t, khc ho c nhng nt chnh ca TT cn nghin cu

i hc Ngoi thng

Bookbooming

Cc cu hi plii r li: + Lnh vc kinh doanh no ph hp nht? + u TT trin vng nht di vi SP ca DN? + Kh nng tiu th SP trn TT l bao nhiu? + DN Citn c nhnc chnh Sitch ntn tng cne kh nng tiu th? 3. Cc bc la chn TT XK B1: Xc nh la chn nhig c h iT T : c&n cr vo qui m v tc tng trng chia TT thnh: + TT c c hi tng lai + TT c c hi ti a + TT c c hi nhtmg khng c trin vng + TT c c hi cin nm bt ngay *B2: nh gi kh nng trong vic nm bt TT, nh gi trn c s k thut, cng ngh, thng mi: + DN c kl nlng bn trong + DN khng c kh nng nhng vn c hy vng + DN khng c kh nng bn trong B3: nh gi v th cnh tranh : da trn th phn hin ti v th phn tng lai. Thc cht l xc nh v tr TT ca DN B4: Xc nh c hi ti chnh theo gi TT ca SP v tc tng gi SP B5: nh gi kh nng nm bt c hi tai chnh da trn phan tch ti chnh B6: La chn TT XK: tng hp cc ch tiu nh gi theo quc gia, theo ngnh, SP v la chn TT theo kh nftn g DN 4. Chn TT mc iu * Phng php [h ng * Phng php ch ng + Lan to + Chn lc II. Nghin cu chi tit TT
1. N ghin cu khch hng v d n g c mua

+ Xc nh khch hng ca DN + Nghin cu nhu cu: (c im nhu cu: a dng, c tnh pht trin, tnh thang , tnh co dn, tnh chu k, tnh b sung v thay th) + Nghin cu ng c: t ng lc tm l ni sinh gy ra v duy tr hot ng ca c nhn, iu khin hot dng din ra theo m c tiu v phng hng nht nh, l nguyn nhn g ra hnh vi v to n in kt qtt. ng c khi pht, dn dt, duy tr, chm dt hnh vi 2. Nghin cu kh nng thch ng ca HH Cng dng, thi quen v tp qun tiu dng HH trn TT Cc qui dnh ca nc s ti i vi HH i hi v tiu chun cht lng, mi trng Nhn hiu, qui nh v nhn hiu v bio h s hu tr tu 3. Nghin cu dung lng TT L khi ngH H tiu th trn m t khu vc T T nht nh trong m t khong thi gian nht nh (thng l i nm)" Cc yu t nh hng dn dung lng TT + Cc yu t tc ng mang tnh Chat chu k: thi v Sx. chu k pht trin kt + Nhln t nh hng lau di: KHKT, tp qun tiu dng, chnh sch nh nc...

i hc Ngoi thng

Bookbooming

+ Nhn t' iinli lurnc tm thi: cliin iranh, ihiM tai. dinh cng... Cng thc lnh dung lng TT D = s x + INK XK + (D u k D.ui k} ) Phn tch cc chi s th phn + Th phn tne i (MurketSluiir) + Th phn tuytt d'i (Relative Murket Sliair) + ngha ca cc chi tiu th phn Dung lng TT Trung quc (1 ngy) nm 1999 o.o.ouu ke tht ln 10.000.000 kg d n 75.000.000 kg lng Ihc 120.000 ng h deo tay Nng thn Ip dt 10.000 my in thoi Tu th 2.000.000 m la Tiu 30 NDT/ngri v tit kim 880.000.CXX) NDT Thnh ph tang 730.000 m2 nh Nng thn tang 1,560.000m2 nh Ngoi hi 100 triu USD, dng th 2 th gii sau M 4. Nghin cu i th cnh tranh + Xy ng danh sch cc i th cnh tranh, th phn? + Xc dnh di th cnh tranh tim nng + Xc nh di th cnh tranh chnh ca DN + Phn tch diim mnh, dim yu, chin lc cnh tranh ca di th + Phn lch chin luc di th cnh tranh dang sdng, Marketing Mix + D kin chin lc cnh tranh ca DN 5. Nghin cu h thng phn phi trn TT c im h thng phn phi chung trn TT Tp qun, thi quen mua sm HH S ph hp gia SP ca DN vi h thng phn phi c sn trn TT Nghin cu cc phng thc phn phi Nghin cu, la chn knh phan phi D ton chi ph v hiu qu hot dng phan phi 6. Nghin cu cc diu kin ca s h tng khc iu kin c s h tng H thng dch v cng cng Tp qun, lut, l trn TT Cc yu t mi trng khc c lin quan 7. D on xu hng bin ng TT Thc cht l xc dnh cung cu v gi c Nghin cu cung HH: + Tinh hnh s x trong tng lai - Tinh hnh s x ton th gii v kh nang s x SP ca quc gia d. - Sn lng s x ca nc s x v XK ch yu + Cc nc XK ch yu - XK ca th gii trong thi gian ti - XK ca Iic XK chnh

i hc Ngoi thng

B ookboom ing

+ Xc elnlt lirnc il tr ton th i aii - D irclum s ca lon th' cii - D Il ca nc X K ch yu N gh in cu cu HH + Xc nh tnc lng cu trong thi gian ti

- Tng lne ciu toAn th gii - Tng mc titi th ca cc nc tiu Ih ch yu + Xc nh tnh hnh NK - Kim ngch NK toln th gii
- Kim ngch N K ca nc N K ch y u

*Dclon xu hirng bin ng TT v giri c tronc thi gian ti Da tra phan tch xu hng bin dng cung cu, DN xc nh xu hng bin ng gi c:
+ Tng? N guyn nhn? + Gim? nguyn nhn?

Quyt nh kinh doanh l g? ni. H (hng thng tin th trmg

(M IS- Market norm ation System )

Bao gm + H thng [hng tin quc gia (CMIS: Country maricet information system)
+ H thng thng tin a quc gia (Muliinational Market Infonmation System: M M IS) H Ihng thng tin T T a quc gia (Multinntionnl Market Information System: MMIS)

Biio gm: con ngi, my mc, qui trinh to c ngun thnc tin xc ng, trt t, tng hp v h
thng phc v cho vic ra q u y t nh KD S khc bit vi h thng thng tin trong nc: + Phm vi: liin quan ti nh iu quc gia + Cp -, ciip quc gia v ci\'p ton cu vi qui trnh 1|UC t' hon chnh H thng MMIS bao gm nhiu h thng CMIS
I V . le diin i m t s 'k h u vc T T

Thp trung thnh (L ovtilty pvrum itl) Khch ht lng Khch thn thir Khch c ph chuyn di Khch quen Khch qua irng Thp bit d'n

Nh ra ngay
Nh ra Nhn ra K hng bit Qun tr mnrketing quc t' Qun tr marketing quc t' C hung IV : K h o a c h ho m arketin [. Khi qut chung

1. nh ngha: KHH marketing ) qu trnh kt hp cc yu l' mi irmg ben trong v bin Iigoi Iihin
tin hnh c h thng c c khau trong hot dng kinh doanh

-l -

i hc Ngoi thng

Bookbooming

MTBT

CL tiiarkeiinc

MT BS

Th tric mc tiu Cc ch + Xy dng k' hoch v thc hin k hoch phi da trn s kt hp hi ho gia mi trng quc t, mi trng quc cia vi kh nng ca DN d t c hiu qu ti u + Lp KH v thc hin KH lun i i vi nhau 2. C s ca KHH +Phn tch cc yu t mi trng bn ngoi xc nh: Ct hfti onnommites: nhrie vci t bn n^oh c tdc ng thun li n hot rg-cta DN Nguy c (threats): cc xu hng tiu cc bn ngoi c tc ng bt li n hot ng ca DN

+ Phan tch m i crng bn trong nhm xc nh:

im mnh (Strength): Nhng yu t bn trong cho php cng ty t dc mc tiu, tn dng mi c hi, trnh cc nuy c im yu (VVeakness): Nhng hach' bn trong lm cho.DN gp kh khn hn trong vic t c mc liu, n dng c hi, trnh nguy c 3. Xay dng m trn SWOT II. Chin lc marketing l Khi nim

+ L tp li) vc quyt nh ca DN L tin phi tht fv hin trong sut thi giun di nhm thic h IOI vi
mi tri t v tnh hnh th tri + L do phi xy dng chin lc t.

+ Phn bit m urketing ch in lirc v m arkcting ch in thut 2 . M c tiu c a c h i n lc m a rk cin g

+ Kh nilng sinh li + Th* lc irons kinh doanh + An ton * Ch : - Mc tiu chin lc bao gm h thng cc mc tiu c v s lng v cht lng, ti chnh v phi ti chnh - Sp xp theo th t u tin trn c s c s la chn - Mc tiu phi hin thc - C kh nng lin kt cc ngun lc 3. Cc loi chin lc cp cng ty Cn c vo giai on pht trin D N c th chia thnh * Giai on I: Cc chin c tp trung: tp trung vo mt hot n KD duy nht trn th trng * Giai on 2: Chin lc hi nhp dc: Hi nhp dc to it th cnh tranh trong hot ng KD chnh * Giai on 3: Chin lc a dng ho: u t vn vo /j/i< u ngnh Hi KD khc nhau

3.1. Chin lc tp trung + u im + iNhc dim Cc loi chin lc:

i hc Ngoi thng

Bookbooming

Thiim nluip th II 11C Pltii trin Ili| trcrne Plut trin sn plim mi

3.2. Chin lc hi nhp dc: + u dim + Nlurc im Cc loi chin lc Tin trnh hi nhp c: Hi nhp dc n^c chiu v thun chiu Mc hi nhp: Hi nhp toin din v hi nhp mt phin Phm vi hi nhp: Hi nhp ni b v hi nhp vi bth ngo&i 3.3. Chin lc da dng ho Cc loi chin hrc Chin lc danh mc vn u t (portolio strategy) Ti to cu trc (rcstructuring) Chuyn giao k nng (transferring skills) San s chc nang (sharing unctin) 4. Mt s chiiri lc markeling in hnh 4.1. Cn c vo th trng Chin lc tp trung Chin lc phn bit Chin lc khng phn bit 4.2. Cin c vo tng trng th trma Chin lc khai thc Chin lc pht trin ton b 4.3. Cn c vo chin lc cnh tranh Chin lc tn cng ch o: Tn cng trc din v tn cng bn sn

Chi'n lc thch u
Chin lire lun theo di th chnh Chin lc phng th l chnh Chin lc ngn chn 4.4. Cn c vo sn phm 4.5. Cn c vo gi 4.6. Cn c vo phn phi 4.7. Cn c vo chnh sch xc tin v h tr kinh doanh 2.3. La chn trng im kinh doanh Phng php BCG Phng php GE-Mc. Kinsey Phng php phn tch cu trc ca Hofer IV. Trnh t KHH trong marketing quc t I. Thu thp thng tin Thu thp (hng tin bn trong Thu thp thng tin bin ngoi a ra quyt nh mc tham gia th trng quc t' + Th trng quc t' l th trng ph

i hc Ngoi thng

Bookboomng

* Th Inrirni; 1|IIV k* cn bnc viii Ili nc irona mrc + 'rii irumc V|i!i'v Iv i' l th irnc chnh *D kiin pncme (hc tham imp ii iig + Xiit khu trc rii + n t I t m i vn + Lin < lovnii + Bn ity php, bng pht iniiili ii ch Tham gia vo 1 nitc, I khu vc hay th trne ton cu

2 . Xy dng k'hoch
L. I. AUC ann m c liu kiicit v

+ Mc tiiu d hn + Mc tiu nsin hn 2.2. Xc nh th trirmg mc tiu + KN: Th trme mc titu + Cc can c la chn th trng mc tiu + Cite phng n la chn th trng mc tiu 2.4. Xay dng chin lc * Chin lc marketing khng phn bit B qua nhng khc bit ca nhu cu, tp trung vo nhng im ng nht trong nhu cu th (rng + u im: * p dng c chin lc rmrketing -mix rng khp Gim chi ph do li (hi quy m + Nhc Kh to c I nhn hiu ca (t c mi ngi Cnh tranh gay lt trn th trng tns [h Ri 10 gi tiic khi hon cnh KD thay di
B qua nhu cu c bit (rn th trns

* Chin lc marketing phan bit DiV tham gia vo nhiu phn on th trudmg v thit k nhiu chin lc marketing -mix cho mi phan
on. + u dim:

Thm nh.p su vo th trng Tho miln nhu Clu dng ca ngi tiu ng + Nhc i ph vi s gia tang chi ph
Qun l phc lp

Cn cso s ph hp gia qui m v s on th trng

* C hin lc m arketing tp (rung

Chi kinh doanh trn 1 on th trng duy nht + u: Dnh dc v tr vng mnh trn th trng Khai th.c li th CMH sn xut
T SIKI li nhun cao + Nhc: Ri ru lng khi nhu cu ili trng thay di

C s gia nhp ca di th cnh tranh mi * Cn c la chn chin lc

SO

i hc Ngoi thng

Bookbooming

K! nnj ii chinh ca DN \ lc il ilMC Iihl ca sn plm Giai don ca chu k sng M c n e nht ca th trmc 2.5. Thit kchin thut v sch lc marketing 2.6. xut chung trnh hnh ng Qun tr marketine quc t Chng V Chnh sch sn phim quc t M s m vch UPC -A (The Universal Product Code ) M UPC-A sm 12 s i phin nh t hp DN/sn ph M s dng trin cc sn phm xut khu di M v Canada, khi c yu cu ca i tc DN Vit Nam mun S! dng UPC -A phi tun th theo qui inh ca EAN Vit Nam

M ho sn phm EAN 13 Gm 2 b phn: + M s v.t phm (Article Number): l mt dy s nguyn dng t 0 n 9 phn nh vt phm + M vch (Bar Coe): l m t dy c c vch v khong trng song song, xen k c sp xp (heo nguyn tc nht nh, dng cho my qut. Cch rinh s kim tra Bv /. Cns t;t c cc ch s c th t l bt u t bn phi ca dy s (tr s kim tra) Bc 2. Nhn kt qu ca bc 1 vi 3. Br3. Cng ci tr ca cc ch s cn li. Bi- 4. Cnc k4 t qu ca bc 2 vi kt qu bc 3. Birc 5. Ly bi s ca 10 gn nht v ln hn kt qu ca bc 4, trr di kt qu bc 4, dc so ki !1

tra c.
V d: tnh s kim tra ca

893 4591 0020 c

Bl: B2: B3: B4: B5: 6+2+0+9+4+9 = 3 0 30 x3 = 90 0+ 0+1+5+3+8 = 17 90+17 = 107 110-107 =3

c =3

M s : 893 4591 00206 3

Chng VII: Chnh sch vhn phi I Cc qui dnh v hn chX N K Vic naliin cu hot ng phin phi quc t' cn nghin cu c chi" v dna vn chuyn liOii quan iliin hng ho XK l . Cc bin php kim sot hng ho H thng cc c quan kim sot hng NK + B Thng mi, + B Ti chnh

i hc N goi th ng

Bookbooming

T B KIiik i

ciit ncli v mi nrn

Cc loi giy php XNK Cic t6i liu XK klic: giy chne nhn Chat lng, v sinh, un luu liiv. yi /u ... Cc bi n php hn c h NK: + thu' quan, hn c h ngoi t, hn ngch, giy php NK, ty chay.. + Tiiu chuin phi thu + Cc tho thun t nguyn nhm cii hn khi lng bn (c thu v ph thu) + Citc hn ch khc: qui ch' dn nhn (nhn trn trimg phai ghi bng me khng phai, sa c phai ghi r lng sa Wo t hn 8%..) Khu vc mti dch t o Khu vc ngoi quan Cc nhn t' nh hng n vic la chn knh philn phi Tnh cht, c im sn phm * Hnh nh ca sn phm Tim lc ca doanh nghip c dihi th trng S trung thnh v xung t ca cc trung ginn Tp qun a phng ni. Lu chuyn hng ho trong knh phn phi

1. L chon phng tin vn ti

* Cc loi phng tin vn ti: + ng st: t t'n km, s dng vn chuyn hng hun cng knh + ng tliu: Cc ri, chm, ph thuc vo thi tit + ng b: vn chuyn hng n tn kho, xng theo y tu cu, khng phi chuyn ti, cc r, kltng phu thuc vo thi tit + ng ng: s dng i vi hng ho chuyn dng + ng khng: p h cao, nhanh Bng so snh cc phng tin vn ti * Nhng cn c la chn phcmg tin vn ti + Mc ch ca qu trnh phan phi: Nhanh hay chm + c im ca sn phim: + Tnh hnh cnh tranh trn th trng 2. x a y dng h thng kho hng * C 2 hng la chn kho bi: + S dng ngay h thng kho bi c sn trn th trng. Vil: Kinh tloanli kho bi a ia Singapore + Xy dng h thng kho bi mi * Cc ch khi la chn kho hng + Tnh ton n hiu qu ca tng kho trong vic d tr v phan phi hng ho + Ph hp vi vic cung cp hng hov dch v cho mt khu vc th trng + Ph hp vi nhim v phn phi ton ciiu 3. Xc nh lng hng lu kho (Lii I II kho hp l) * Cc loi chi ph tn kho (thmg chim 15-40%) + Chi ph hnh chnh cho vic dt hng + Chi ph cho vic vn chuyn vo bo qun + Li tin vay vn ngan hng + Chi ph bo him hng lu kho

i hc Ngoi thng

Bookboomng

+ - ThuCli sn lu kho
+ NliDL' ri ro h ao m n v hnh v Inm hnh

+ Chi ph c hi * nghn ca qun ] lng hng tn kho hp l Gim thiu hin tng tn dnc vn Gim chi ph trong kinh doanh Qu trnh sn xuiYt IiSn tc * Cc nhm chi ph pht sinh rrons tn kho hn s ho * Nlim chi ph mua sm Chi ph cho loriig nhn vin mua sm Chi ph a diim , trang thit b Chi ph vn phng Chi ph gi dn t hng Chi ph i li cho mc ch mua sm * Chi ph luu kho irong nm Lng cho nhn vitn kho hng Chi ph kho vn trung gian Chi ph bo dng thit b Chi ph bo him Chi ph qun lv hhns tn kho Cc khon diiu t thc cho hinc ho: * Xc dnh lns tn kho ti uu l xc nh khi lng dt hng v tn srf dt hng. Gi + F: S' litn t hng + C: Chi ph luu kho trung bnh trong nam (15%) + R: Chi ph hinh chnh cho mi ln t hng (3 USD) + D: Lng ctu trong nm (hin vt hoc gi tr, 1000 USD) Bng tnh chi ph Cng thc tnh lng t hng ti u (EOQ: Economic Order Qunlity) 2RD

Q=
D

c
F=

EOQ 4. X l n hng sp xp cc n hng theo * Thi gian t hng, giao hng, s lng hng V tr ca cc khch hlng i vi cng ty + Khch h:\ng trung thnh, thng xuyn + t hng vi s' ln t, khng thng xuyn + Khch hng muu ln diu + Khich hng ca i thii cnh tranh

i hc Ngoi thng

Bookbooming

C h m ,,t ', ; Chii z ic h X :: ir. h r g k n h rinnnh I. Mc ch ca chnh sch xc tin v h tr kinh doanh 1. Tng khi Urn xut khu hne ho v dch v 2. To uy tn cho doanh nghip 3.M rng v n dnh th trung 4. To li th cnh tranh II. Cc cng c thc hin 1. Ouinc co' (Advertising) 1.1. Chc nag ca qung co + Lm cho sn ph;im khc .bit so vi di th cnh trafth + Thng tin v sn phm v hng n s dng sn phm + Khuyn khch vic s dng + M rng mng li phin phi + Gia tang s a chung, gn b i vi sn phm + To iu kin bn hng nhiu ln (lp li) I 2. Phn loi qung co * Can c mc ch qung co + Qung co thng bo + Qung co thuyt phc + Qung co so snh + Qung co nhc nh + Qung co cnh tranh

* Cn c ni dung qung co: T Qung co hng ho + Qung co doanh nghip * Cn c phm Y qung co: + Qung co a phng + Qung co quc gia + Qung co khu vc + Qung co quc t

* Cn c i tng tc ng qung co
+ Qung co tiu th + Qung co tiu dng Bng chi ph qung co Vit Nam v mt s nc chau 1997 1.3. Can c xy dng chng trnh qung co * Cn c phn tch sn phm + Xc nh y u t thu ht NTD + Xc nh giai on ca PLC + Yu t' thu ht ca i th canh tranh * Phn tch th trng: + Ngn ng dirc s dng trn th trng + Phong tc, tp qun, trnh vn ho + Qung co ca i th cnh tranh

* Nghin cu ngi tiu dng

i hc Ngoi thng

Bookbooming

+ '1hi ucn tip nhn hnc tin ca NTD + :V k H ' .1 sni bi nhn liiu + Thi ca NTD di vi qung co.
C h : T i n tin tUn c o p h iii chhn b o tt th c lu ttf thc.

1.4. Quy trnh xy ng chng trnh qung co * Bc I: Xc nh mc ch qunc co + Tn2 khi lng hng tiu th + xam nhp th trng mi + Gii thiu sn phm mi + X\y dng v cng c uy tn ca nhn hiu, DN * Bc 2: Phn nh trch nhim trong qung co 3 cch phn nh trch nhim trong hot dng qung co (u nhc im): + T thc hin chng trnh qung co + La chn cc cng ty qung co quc gia + La chn cc cng ty qung co quc t: BATES & V/ORLD, SAATCHY & SAATCHY... * Bc 3: n nh ngn sch qung co (1) Ngn sch qung co theo t 16 % doanh s bn + Ch ng thay i theo kh nng, theo chu k kinh doanh + NS qung co t trong mi quan h vi CF, DS v LN + Khng ph hp vi cc sn phm c VSP ngn, K th trng thay i nhanh + Kh xc nh ngn sch qung co di hn

(2) Cn bng cnh tranh: + Ngn sch qung co cn c trn nhim v v i th cnh tranh ca DN trong tng thi k + Kh xc nh ngn sch ca i th + Khng can c trn kh nng ca DN (3) Cn c vo mc tiu v nhim v phi hon thnh + Ph hp vi mc tiu ca DN + Thay i ph hp theo tmg thi k KD + Khng c mi lien hd vi hot ng cnh tranh (4) Ngn sch qung co theo kh nlng + Khng vt qu kh nng ca DN + Khng n nh, tr ngi trong di hn * Bc 4: La chn phng tin qung co Cc ch tiu nh gi phng tin qung co + Tm vi ca phng tin qung co + S lng Ihi gian mt thng ip qung co chuyn dn ngi nhn tim nng + Tn s qung co + Kch thc qung co: khong khng gian v thi gian dnh cho qung co + Tnh cht ca sn phm + c dim th trng + i tng nhn tin * Bc 5: Son tho ni dung qung co + Cc m hnh yu cu i vi thng ip qung co: (1) M hnh AIDA Gy dc s ch (Attention) To hng th, quan tm (Interest) Gy s ham mun (Desirc) Hnh ng mua hng (Action)

i hc Ngoi thng

Bookboomng

(2) M hinh ACCA Nhn (hc (Avvureness) -Lnii ii (Coip 'chcns:sr.} Thuyt phc (Convicon) Hnh ng (Action)

(3) M hnh PACAPOS

Khch hng tim nng (Potential customer) Nhn thc (Asvareness) Lnh h.j (Cmprehcnsion) v*iup l lu (Acccpar cc) a chung (Preferpnce) S hu (Ownership) Tho mn (Saccisfaction) Ch khi xy dng ni dung qung co * Lng thng tin hp l, ph hp vi tm l ca ngi nhn tin * Ph hp v khng .gian v thi gian nhn tin * Thng tin phi m bo tnh php l, khng la di * Ngh thut, n gin, r rng * c tiin hnh ng b: sn phm, bao b, nhn hiuU * Vn d i do c trong qung co: qung co sn phm c hi, tc ng vo tr em, phng i, khng Irung thc Ni dung qung co cn gii p:

i tng (hng tin l ai

* d iu

* S lng tliiia tin cn truyn dt * Chng trnh qung co c liin (.(li khi tront: vng 14 giy (lu gii quyr dc theo trnh t: Ci g ci nh th' no, dilu? Thang Long, Dl Vit, Si Gn tr Du lch, H thnh , hng AE Sng to, Sc sn cn i mi Trng An, Thng mi sm lnh ngh * Bc 6: La chn th php qung co M t Tng thut Hi hc Git gn Gy s hi * Bc 7: Chn thi gian qung co Qung co vo thi gian no ca VSP Qung co vo thi gian no trong nm Thi gian no trong thng Thi gian no trong ngy Titn s' ca qung co: Bao Iihiiu ln (rong mt ngy, Tn s pht ti (heo dt * Bc 8: Phi hp cc lc lng trona qin co Qung co trn sn phdm Qung co trn bao b Qung co bing cc phng tin qung co khc nhiiu

35 -

i hc Ngoi thng

Bookbooming

ung cn ti co im bn Cung cp line lio kp (hi * Bc 9: Kim tra kt qu qung co *So snh doanh S [rac v sau (hi gian Luiig V . O Dng kim tra thc nghim 2. Hng xc tin b;ln hng vo cc trung gian Xay dng danh mc hoa hng hp l Cung cp tn dng cho cc trung gian Cung cp cc hot ng dch v cho trung gian C clre' o phn bit vi cc trung gian trung thu Xc nh r rn quyn li v trch nhim i vi cc trung gian 2. Hi ch, trin lm thng mi * Cc bc tham gia hi ch, trin lm Bc 1: Xc dnh s ph hp ca hi ch trin lm, nh gi kt qu ca hi ch trin lm trc, a ra quyt nh c tham gia hay khng? Bc 2: Xc dnh mc tiu ca t tham gia hi ch trin lm ln ny Bc 3: Nghiin cu cc i tng tham gia hi ch trin lm Bc 4: Chun b cc ni ung cn thi't cho v ic tham gia hi ch Bc 5: Lp k' hoch tham gia hi ch, tham gia hi ch trin lm 'Bc 6: nh zi kt qu ca dt tham gia hi ch triin lm ln ny. ffl. Cc hng xc tin bn hng 1. Hng vo lc lng bn hng * Vai tr ca lc lng bm hng + L yu t quyc nh (on b qu trnh dy mnh tiiu th sn phm + To ra hay ph v s trung thy ca khch hng * Cc hng ./< tiii di vi lc lirni bm liii (1) Tng cng hot n" o to + Nng Ciio s hiiu bit ca lc lng bn hng v sn phm + Nang cao kh ning ng x , kh nlng nm bt tam l + o to vn minh thng mi di vi lc lng bn hn" (2) Xy dng ch ai ng hp i + Ch i ng v lng, phc li x hi + Ch' khuyn khch trong cng tc + Ch' d khuyn khch thi ua Cng c thc y hot ng ca trung gian Ti tr v gi khi mua hng (price - o f0 Ti tr v ti chnh (allowance) Hng min ph (frce goods) 3. Hng xc tin bn hng vo ngi hng dn d lun tiu dng Lc lng hng dn d lun tiu dng gi vai tr quan trng trong vic m rng lng cu Lc litng hng d n d lun gm: + Bc s, dc s + Tir vn tiu dng + Chuyn gia k thut + nn;.!, !.. 4. Nhm cng c xc tih li ngi tiu drng -Phn pht hng miu (sample) -Phiu mua hng (couponii) -Tr li mt phin tin (rcbate)

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Chc cc bn n thi tt v t kt qu cao!