30/12/2016
1
Chng 1
Khi qut Marketing Quc t
www.dinhtienminh.net
T.S inh Tin Minh
Trng HKT TPHCM
2
Nhn thy tm quan trng ca hot ng kinh
doanh quc t din ra trn th trng th gii.
Hiu r v nhn bit c s tin trin ca hot
ng Marketing Quc t.
Phn bit c s khc nhau trong hot ng ca
Marketing ni a v Marketing Quc t.
Hiu nhng kh khn v thch thc ca cc doanh
nghip khi quyt nh tham gia th trng th gii.
Mc tiu
Mc lc
1. Quc t ha v cc hot ng quc t
2. Khi nim v bn cht ca Marketing Quc t
4. V sao DN phi tham gia th trng th gii
5. Cu hi n tp
3
3. Mc tiu ca Marketing Quc t
30/12/2016
2
4
Quc t ho l quyt nh ca mt t chc nhm
thm nhp, m rng th trng, pht trin sn phm
cng cc hnh thc hot ng khc ra khi bin gii
mt quc gia.
1. Quc t ha v cc hot ng quc t
5
Quc t ho lm thay i trit l trong qun l iu
hnh v hnh vi ca t chc.
Quc t ho chu tc ng ca nhiu yu t mi trng
v m v vi m nh dn s, kinh t, chnh tr, lut php,
cng ngh, khch hng v i th cnh tranh.
Kotler Bn v tip th
Cng ngh v ton cu ha
1.Quc t ha v cc hot ng quc t (tt)
6
Mt t chc quan tm n hot ng
quc t ho s xem xt mt cch khch
quan vic m rng phm vi cc thng l,
qui nh ca mt ngnh cng nghip c
ph hp vi mnh hay khng v hn th
na phi i ph vi n nh th no.
1.Quc t ha v cc hot ng quc t (tt)
30/12/2016
3
7
Mc cao nht ca mt nh hot ng
quc t l tp on ton cu (Global Group).
H bn cng mt loi sn phm theo cng
cch thc mi ni.
Ngc li, cc cng ty a quc gia (MNC)
hot ng nhiu quc gia s iu chnh sn
phm v chnh sch cho ph hp vi tng th
trng .
1.Quc t ha v cc hot ng quc t (tt)
8
Cc cng ty cho d c gi vi tn g i na th
vic quan trng ca h l xem xt cc th trng th
gii nhiu kha cnh khc nhau nh:
Tm kim c hi m th trng c th mang ti cho h.
Tnh hnh cnh tranh ti mt th trng no i vi
ngnh hay i vi sn phm ca cng ty.
1.Quc t ha v cc hot ng quc t (tt)
9
Bi cnh th trng th gii
Thng mi th gii ang pht trin.
Xu hng quc t ho v ton cu ha th trng.
S pht trin ca KHKT v cng ngh.
Mehico
My
Canada
Anh
Phapc
Y
Nhat
Trung Quoc
Han Quoc
Thai Lan
Ma Lai
Xing-ga-po
ai Loan
Hong cong
Viet Nam
2. Khi nim v bn cht ca Marketing Quc t
../Danh sch cc cng ty a quc gia Wikipedia ting Vit.htm../Danh sch cc cng ty a quc gia Wikipedia ting Vit.htm../Danone vao chau a.htm../Danone vao chau a.htm
30/12/2016
4
10
Source: Fortune, various issues up to 2005, page 7.
Change in the worlds 100 largest companies and their nationalities
2005
11
Company Global Revenues
(Billions US)
% Revenues from
Outside the US
Wal-Mart 285.2 19.7
Ford Motor 171.6 49.2
GE 152.4 46.8
Citi Group 86.2 58.1
Helett-Packard 73.1 60.3
Boeing 52.5 28.7
Intel 34.2 76.8
Disney 30.8 28.8
Coca-Cola 22.0 73.1
Apple 8.3 40.7
Selected US Companies & Their sales
Source: Compiled from annual reports of listed firms, 2005
12
2. Khi nim v bn cht ca Marketing Quc t (tt)
S tin trin ca hot ng Marketing
30/12/2016
5
13
Source:
Constructed from
Susan P. Douglas
and C. Samuel
Craig (1985); Balai
S. Chakravarthy
and Howard V.
Perlmutter (1985).
2. Khi nim v bn cht ca Marketing Quc t (tt)
14
Source: Constructed from Susan P. Douglas and C. Samuel Craig (1985); Balai
S. Chakravarthy and Howard V. Perlmutter (1985).
2. Khi nim v bn cht ca Marketing Quc t (tt)
15
Marketing Xut khu:
Hot ng Marketing nhm gip cc doanh nghip a
hng ha xut khu ra th trng bn ngoi.
Marketing xut khu khc Marketing ni a bi v
nhn vin Marketing phi nghin cu nn kinh t mi, k
c chnh tr, lut php, vn ho x hi.
2. Khi nim v bn cht ca Marketing Quc t (tt)
30/12/2016
6
16
Marketing Quc t
Hot ng Marketing bn trong cc quc gia m cng
ty ca ta thm nhp.
Marketing ny khng ging Marketing trong nc v chng
ta phi ng u vi mt loi cnh tranh mi, cch ng x
ca ngi tiu dng cng khc, h thng phn phi, qung co
khuyn mi khc v s vic cng phc tp hn na v mi
quc gia u c mi trng Marketing khc nhau.
2. Khi nim v bn cht ca Marketing Quc t (tt)
17
Marketing a quc gia
Nhn mnh n s phi hp v tng tc cc hot ng
Marketing trong nhiu mi trng kinh doanh khc nhau.
Nhn vin Marketing phi c nhng k hoch tht c th v
kim sot cn thn n nhm ti u ha cc chin lc
Marketing c vn dng tng quc gia ring l
2. Khi nim v bn cht ca Marketing Quc t (tt)
18
Marketing ton cu
L vic vn dng cng mt chin lc Marketing tt c
cc th trng trn phm vi ton cu.
c im ca Marketing ton cu l tiu chun ho cc
chin lc Marketing v vn dng n mt cch ng nht cho
tt c th trng trn nguyn tt b qua nhng khc bit.
Mc ch ca Marketing ton cu l tn dng cc c hi sn
xut ln nng cao kh nng cnh tranh trong xu th ton cu
ha nn kinh t v th trng th gii.
2. Khi nim v bn cht ca Marketing Quc t (tt)
30/12/2016
7
19
Bn cht ca Marketing Quc t
Marketing Quc t l hot ng Marketing sn phm,
dch v v thng tin vt qua bin gii chnh tr ca mt
quc gia. Do , n cng bao gm y cc thnh phn
nh Marketing ni a. l vic lp k hoch, thc hin
cc chng trnh truyn thng, phn phi, gi c v dch
v sau h tr bn hng cho cc khch hng cui cng ca
cng ty.
Gerald ALBAUM
Professor of Marketing at the University of Oregon and Senior Research Fellow
at the IC2 Institute, the University of Texas at Austin
2. Khi nim v bn cht ca Marketing Quc t (tt)
20
Ngi lm cng vic
Marketing Quc t l lm g?
2. Khi nim v bn cht ca Marketing Quc t (tt)
21
(B1) R --> (B2) STP Strategy --> (B3)
MM Tactics --> (B4) I --> (B5)C
Ghi chu:
(R)esearch
(S)egmentation (T)argeting (P)ositioning
(M)arketing-(M)ix
(I)mplementation
(C)ontrolling
2. Khi nim v bn cht ca Marketing Quc t (tt)
30/12/2016
8
22
Marketing Mix
Sn phm
Gi c
Phn phi
Chiu th
Qungco
Khuynmi/ mi
BHTT
Marketing TT
QHCC
Hp bo
S kin/ SP mi
T thin/ Ti tr
GQKH
nh giCc hot ng trong hn hp Marketing
2. Khi nim v bn cht ca Marketing Quc t (tt)
23
Quyt nh c ra nc ngoi hay khng
Quyt nh xm nhp vo th trng no
Quyt nh phng thc thm nhp
Quyt nh cc chng trnh tip th
Quyt nh t chc hot ng tip th
Ngun: Thm nhp th trng ton cu MBA Nguyn Vn Dung NXB Ti chnh
2. Khi nim v bn cht ca Marketing Quc t (tt)
Minh ha cc quyt nh quan trng trong MQT
24
Mc tiu chnh:
Th trng: Khi lng bn, doanh s, th phn, lc
lng lao ng v s dng ht cng sut thit b.
Li nhun: ROI, ROT, tng li nhun rng, tc
tng trng li nhun.
Mc tiu ph:
Qun l nhn s.
Khuyn khch trin khai sn phm ci tin.
Pht trin l lun kinh nghim kinh doanh.
3. Mc tiu Marketing Quc t
30/12/2016
9
25
Nhng kh khn g m
doanh nghip Vit Nam
gp phi khi tham gia
th trng th gii ?
4. Ti sao DN phi tham gia TTTG
26
Cnh tranh gay gt.
Chi ph thch ng cao.
Khng hong ti chnh ca cc nc.
Hng ro thu quan v phi thu quan.
Bt n chnh tr.
Tnh trng hi l.
B my nh nc quan liu.
Khc bit v cung cch qun tr.
Vn ha, ngn ng.
Thng tin th trng khng y .
C s h tng kinh t.
Kim sot ngoi hi.
p n
27
Yu t thc y t th trng trong nc
Th trng trong nc qu nh.
Yu t cnh tranh v trnh ri ro.
iu kin kinh t trong nc.
Chnh sch u t, xut khu ca CP.
Li thot cho nng lc sn xut d tha.
4. Ti sao DN phi tham gia TTTG (tt)
30/12/2016
10
28
Yu t li cun t th trng th gii
Tm kim ti nguyn.
C hi u t v m rng th trng.
Khuyn khch v thu ca khu vc.
Nhu cu sn phm t nc ngoi v k thut,
gi c.
4. Ti sao DN phi tham gia TTTG (tt)
29
Yu t chin lc
Theo cc khch hng
quan trng trn ton
cu
C hi nghin cu v
pht trin sn phm
mi
M rng chu k sng
ca sn phm
4. Ti sao DN phi tham gia TTTG (tt)
30
Yu t khc
Thc hin gia tng li nhun vn b hn ch
trong nc do th trng b bo ho.
To thm thu nhp t k thut hin c.
Nm c hi khi th trng nc ngoi gia tng
nhanh chng.
Cnh tranh hu hiu hn vi cc cng ty nc
ngoi khi ang th trng nc h.
Thc hin mc ch pht trin nhn vin.
4. Ti sao DN phi tham gia TTTG (tt)
30/12/2016
11
31
1. Hy trnh by nhng thch thc, kh khn
m doanh nghip c th gp phi khi tham
gia TTTG?
2. Ti sao cc doanh nghip phi (nn) tham
gia vo th trng th gii?
3. Marketing ton cu khc nh th no vi
Marketing quc t?
4. Phn tch nhng mc tiu c bn ca
Marketing quc t?
5. Cu hi n tp
www.dinhtienminh.net
