Thie't ke' bao bl cho san phifm
1.6.2Khai ni~m v~ marketing quo'c te'
C6 nhi€u khai ni~m khac nhau v€ marketing, nhln chung marketing du'<;jc hi€u la qua trlnh quan tri cac ho(;lt d9ng nh~m xac dinh, d\1' bao va thoa man nhu cfiu khach
hang m()t each c6 hi~u qua va c6 lqi nhu~n. Vl v~y marketing lien quan de'n : • T~p trung vao nhu cfiu va u'oc muO'n cua khach hang
• Xac dinh nhung bi~n phap tO't nha't d€ thoa man nhfi'ng nhu cfiu tren • Dinh huang doanh nghi~p hu'ong toi qua trlnh cung ca'p sv thoa man d6 • Dap ling du'QC nhfi'ng mlJC tieu cua t6 chuc
Nhung ben c(;lnh n€n tang chung la nhfi'ng khai ni~m co sd, bi~n phap va ky thu~t marketing, ho(;lt d()ng marketing quO'c t€ ra't khac voi hoi;lt d()ng marketing n()i dja. Sv khac bi~t nay xua't phat tu S\1' khac bi~t v€ moi tru'ong gifi'a cac qu6c gia khi ho(;lt
d<)ng marketing quO'c te' du'<Jc tri€n khai, va nhung khac bi~t v~ t6 chll'c nh~m thl,l'c
hi~n cac ho~t d<)ng d6ng thoi tren nhi~u thi tntong quO'c gia. Hon nua vi~c tie'n hanh cac ho~t d<)ng marketing quO'c te' phai tinh de'n sv can thi~p cua chinh quy~n cac nu'oc sd t~i. tinh da d~ng cua thi tru'ong ben ngoai, cac quy dinh phap ly v~ san
h~
pam ...
Do d6 marketing quO'c te' du'<Jc dinh nghia nhu' sau:
Theo Gerald Albaum : Marketing quO'c te' la m<)t ho~t d<)ng kinh doanh bao g6m
vi~c l~p ke' ho~ch, xuc tie'n, phan phO'i va quy dinh gia cho nhung hang hoa va dich Vl;l d€ thoa man nhung mong muO'n cua cac trung gian va nguoi tieu dung ben ngoai bien gidi chinh tri
Joel R.Evans cho dng marketing quO'c te' la marketing v~ hang hoa va dich v1;1 ben ngoai bien gioi quO'c gia cua doanh nghi~p
Theo Christ Phillips , marketing quO'c te' la qua trlnh quan tri di~n ra tren quy mo quO'c te'
Marketing quO'c te' bao g6m nhi~u ho~t d<)ng nhu': • Ch9n thi truong ml;lc tieu
• N ghien cll'u, phan tich, dv bao thi tru'ong • Xay dl,l'ng ke' ho~ch cho chie'n lu'<Jc marketing
• Tie'n hanh cac ho~t d<)ng marketing mix nhu' dinh gia san ph~m, phan phO'i va cac ho~t d<)ng chieu thi nhu' quang cao, khuye'n m~i. ban hang ca nhan, ho~t d<)ng tuyen truy~n d€ h6 tr<j cho chie'n lu'<jc san ph~m
Nhu'ng marketing quO'c te' cling c6 nhung ca'p dQ khac nhau, tuy thu<)c vao tung ca'p d¢ rna tinh cha't va quy mo cua cac ho~t d<)ng marketing khac nhau:
Marketing xua't kh~u: Truong h<Jp cong ty ban san ph~m hay dich Vl;l xuyen qua bien gioi chinh tri quO'c gia
Marketing xuyen q~6c gia (da qu6c gia): La hoc;tt d(>ng marketing cua m(>t t6 chile di~n ra trong han m(>t qu6c gia, rna trong m6i thi tntong se c6 m(>t slf d(>c
I~p rieng bi~t
- Marketing toan c~u: Hlnh thuc marketing trong d6 cong t~p trung vao vi~c llfa chQn va khai thac cac co h(>i marketing va sii' d\}ng cac ngu6n llfc tren toan c~u voi m\}c tieu dc;tt dtt<;1c l<;1i the' cc;tnh tranh tren toan c~u chu khong phcH chi rieng trong m(>t qu6c gia nao