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TRUONG E>~I HOC MARKET-ING KHOA MARKETING '• " T~P _., , , THE TAC GIA , TS TRAN TH! NGOC TRANG (CHU BIEN).- THS TRAN VAN THI : · ~ ~ f THS NGO TH! THU) THS E>O TH! E>UC t' -.- ~ THu'VJtN e TRl}jNG D~ !« TAf CHiNH •M.ARKETING NHA XUAT BAN TAI CHiNH , ~ NAM 2006 · LOI GIOI THIEU • CK Prahalad (Giao SU' v~ chi€:n luge cong ty va kinh doanh qu6c t€: DH Michigan (Hoa Ky) quy~n "sach n6i ti€:ng "qmh tranh cho tuang lai" (Competing for the future) da vif:t : ' N~n kinh t~ toan du lam duqc di~u: Thu nh~t, lam t~ng quy mo th! truang cho m9i nguc'ri Thfr hai, t?o cac d6i thtLC?nh tranh tren thi trnang Thu ba, si,r d6i rri&i se di~n tren th€: gi&i." Trn&c tinh hinh d6, ED Artzt, Chu tich cong ty Proter&Gamble da n6i th~ nay: "N~u cht'.mg ta khong sam VU'O'l1 toan du, thi ng~ng Marketing mix 115 1.4 Nhung van de can lllu y ll,fa ChQn Chien lllQC san pham hllong th! trlldng the gidi 116 CHIEN LUOC SAN PHAM TREN TH! TRUONG THE GIOI 117 2.1 fljnh hlldng Chien lllQC san pham 117 2.1.1 Chien lu'Qc tieu chuan hoa san pham 117 2.1.2 Chien IL1Qc thfch nghi hoa san pham theo dieu ki$n th! trlldng mL,Jc tieu 119 2.2 Phat trien san pham mdi tren thj trlldng mL,Jc tieu 124 2.2.1 Ban chat cua chien lu'QC phat trien san pham mdi 124 2.2.2 Nhung van de can phan tich phat trien san pham mdi 125 2.2.3 Qua trlnh phat trien san pham mdi 126 2.3 Chien lu'Qc ve nhan hi~u san pham cho th! tru'dng the gidi 128 2.3.1 Nhung nguyen tac can lu'u y chon ll,fa nhan hi$u 128 2.3.2 Cac giai phap Iva chon nhan hi~u 128 2.3.3 Bao h(> nhan hi~u 130 2.4 86ng g6i bao bl cho san pham tren th! tru'dng the gidi 131 2.5 D[ch VL,J cho san pham tren th[ tnJdng the gidi 132 2.5.1 Chinh sach bao hanh san pham 132 2.5.2 Chuong trlnh djch VL,J h~u mai 133 CHU KY s6NG au6c TE cuA sAN PHAM : 133 , , , , ,,.? ,, CHUONG CHIEN LUQC E>!NH GIA SAN PHAM TREN THI·, TRUONG 137 , , , THE,, , GIOI ,,., ,., ,,., KHA! Nll;M VE GIA SAN PHAM QUOC TE VA CHIEN LUQC GIA SAN PHAM TREN TH! TRUONG THE GIOI 137 ' , san • p h am A A' t eA' 137 quoc G 1a 1.2 Chien IL1Qc gia san pham quoc te 139 1.3 ML.JC tieu cua chien lllQC d[nh gia san pham tren th[ trlldng the gioi 139 241 cAc NHAN TO ANH HUONG E>EN CHIEN LUOc E>!NH GIA TREN TH! TRU6NG THE Gldl 139 2.1 Cac nhan to n¢i t9i cong ty 141 2.1.1 Nhan to kha nang sinh loi 141 2.1.2 Nhan to chi phf v$n tai 142 2.1.3 Nhan to thue quan 143 2.1.4 Nhan to thue khac 143 2.1.5 Chi phf san xuat dja phlldng 144 2.1.6 Nhan to kenh phan ph6i 144 2.1.7 Chiphfkhac 144 2.2 Cac nhan to thi truong anh hlldng den vi$c djnh gia 145 2.2.1 Muc thu nhi';lp 145 2.2.2 E>~c diem van h6a xa h¢i, phong t1,1c truyen thong 146 2.2.3 Muc d(> c9nh tranh 146 2.3 Cac nhan t6 moi truong anh hlldng den gia 148 2.3.1 sv dao d¢ng ty gia hoi doai 148 2.3.2 Ty 1~ l9m phat 148 2.3.3 SI,( kiem soat gia cua chfnh phu 14SI 2.3.4 Cac lu~t I~ 14SI 2.3.5 Cac yeu to cua Marketing mix 150 cAc CHIEN LUOc GIA sAN PHAM au6c TE 150 3.1 Chien lu[...]... hoi cac nha Marketing c6 nh$n thuc mang tfnh toan cau trong kinh doanh a the ky 21 Qua trlnh marketing quoc te dien ra theo cac giai doc;in: marketing nvoc ngo~i khong tn,Jc tiep, marketing nvoc ngoai khong thvong xuyen, marketing nvoc ngoai lien tt,Jc, Marketing quoc te va marketing toan cau Hoc;it d¢ng marketing dvqc thl,/c hi$n xuyen qua bien gioi quoc gia la m('?t khac bi$t noi b$t cua marketing. .. trinh marketing qu6cte 3 Phan tfch nhung khai ni$m: marketing n¢i dja, marketing da quoc gia, marketing toan cau, marketing quoc te 4 Phan tfch nhO'ng lc;ii ich va kh6 khan rna c6ng ty da quoc gia phai doi m~t khi phat trien kinh doanh ra th! truong nude ngoai · " 5 Phan tich vai tro cua marketing quoc te doi vdi cac doanh nghi$p kinh doanh quoc te 29 CHUONG 2 MOI TRUONG MARKETING au6c TE M6i trLJong marketing. .. A' e ho9ch thuong xuyen den lng marketing nham giup cho doanh nghi$p xuat khau dl1t tcSng the, Vl v$y Vi$C V$n dl,Jng cac phoi thuc marketing deu... xuat kh&u de dUa san pham ho$c d!ch Vl,J ra nude ngoai Marketing xuat khau la m(>t trong nhung hlnh thuc cua marketing qu6c te 4.1.3 Bari chat marketing da qu6c gia Marketing da quoc gia la sv dieu hanh cac ho9t d(>ng marketing ma cac cong ty da quoc gia v$n dt,Jng de phat trien th! truong cua mlnh tren ph9m vi toan the gidi thay cho vi$c thL.Jc hi$n marketing tling th! truong rieng bi$t hay khu vvc th!... marketing mix qu6c te Doanh nghi$p c6 the Ling dt,Jng marketing quoc te qua nhung hinh thuc w gian don den phuc tc;ip tuy theo phan tfch moi trvong kinh doanh quoc te va thi trvong dl,I tfnh tham nhap Marketing xuat kh&u la each don gian nhat de mang san pham ra khoi bien gioi quoc gia, ho~c ap dl,Jng hlnh thuc marketing da quoc gia, la chien IVqc marketing phan bi$t cho cac th! trvong Chien IVQC marketing. .. khae bi$t giua th! truong cac nude ho$c khu vvc Ban chat cua marketing da quoc gia chfnh la marketing n(>i d!a , 18 / duqc thlfc hi$n tren nhieu th! truong nude ngoai vdi nhung moi truCing khac nhau ma doanh nghi$p tham nh$p 4.1.4 Ban chat marketing quoc te Sl,1 khac bi$t giua marketing nc)i d!a va marketing quoc te la cac hoc;it d ... tt'r· Marketing n(>i dja, Marketing xu~t kh~u, Marketing qubc t~, cho di:n Marketing da qubc gia va Marketing toan du Nhfrng quan di~m n~y d~u dugc tri~n khai d~y du qua ph~n ca ban cua marketing. .. tr! marketing cua cac cong ty tr6ng giai doc~n ') ,.,, ') _, _, BAN CHAT CUA MARKETING QUOC TE 4.1 Ban chat cac lo~i hinh marketing 4.1.1 Ban chat marketing n