chapter 2-moi truong va thong tin - co nguyen
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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
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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
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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
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Hi / p
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