Professional Documents
Culture Documents
1
I- TON CU HO TH TRNG V
CC NHN HIU SN PHM
Khai niem
Bieu hien toan cau
hoa
Nguyen nhan toan cau
hoa
2
KHI NI M
Toan cau hoa la qua trnh nen
kinh te the gii tien ti hp nhat va
phu thuoc lan nhau, gom 2 kha canh:
Toan cau hoa th trng
(Globalization of Market) th trng
rieng le cac nc hp nhat thanh th
trng toan cau
Toan cau hoa san xuat (Globalization
of 3
5
i- Toan cau hoa (Globalization) khi:
Tm thay c s giong nhau gia
cac th trng.
Tm kiem s giong nhau ve san
pham, an tng, tiep th va
khau hieu quang cao.
Cach tiep can toan cau thng
at van e la:
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San pham va qua trnh nay co
ii- Toan cau hoa (Globalization) la
tap trung trong viec ra quyet nh.
MNC co the s dung nhng chnh
sach kch thch khac nhau:
Kch thch quan ly a phng cung
cap y tng.
Bao am cac nha quan ly tham
gia trong qua
trnh phat trien chien lc va chng
trnh tiep
th cho nhan hieu toan cau.
Duy tr tap hp san pham t nhan
hieu a 7
Philip Kotler
2.2- Quy trnh phn khc th trng
- Giai on kho st
- Giai on phn tch
- Giai on xc nh c im cc khc TT
Bi?nchnh Bi?nvn
Bi?n?al Bi?nkinht?
tr? ho
13
IV- CHIEN LC MARKETING TOAN
CAU
14
Cc v n t ra
b/ Muc ch:
Tn dung cc c hi sn xut ln nng cao
kh nng canh tranh trong xu th ton cu ho
17
nn kinh t v thi trng th gii
Cc chin lc Marketing ton cu
Nghin cu khng y
C khuynh hng qu chun ho SP
Thiu linh hot trong hoch nh v thc hin
Hi chng Not- Invented- Here
Trnh hi ng NIH
- a cc nh qun l a phng tham gia vo
vic pht trin chin lc tip th nhn hiu ton
cu
- Khuyn khch cc nh qun l a phng xy
dng tng s dng cho khu vc v ton
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cu
ia ph ng ho Marketing ton c u
at c s cn bng gia cc nh qun l cp quc gia
v nh qun l sn phm ton cu tai tng hnh dinh c a
cng ty se i hi phi c hnh ng pht trinv th c
hin mt chin lc ton cu
Cc quy trnh qun l:
-Thc y vic chuyn giao qung b ton cu
- trao i nhn s at c kinh nghim quc t
- Tru s chnh nn phi hp v nng cp cc ngun lc
- Cho php cc nh qun l ia phng xy dng chng
trnh ring ca ho trong pham vi cho php
- Duy tr mt danh muc sn phm bao gm cc nhn ia
phng, khu vc v ton cu
- Cho php cc nh qun l ia phng kim sot ton b
ngn quy Marketing p ng nhu cu ca khch hng 22ia
phng v chng tr lai canh tranh ton cu
ia ph ng ho Marketing ton c u (tt)
Cc cu trc ca t chc
-Hng n qun tri khch hng ton cu
Vn ho cng ty
-TG khng phi l mt thi trng ring l
- Hoach inh v thc hin chng trnh trn
nn tng khp th gii
- Nhn din ton cu khng thin vi quc gia
no
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V- PHAT TRIEN SAN PHAM
MI
i-Xut khu sn phm ni a:
D thc hin
Chi ph thp
Qui m nh, t kinh nghim
ii- Mua li cng ty/ patent/ license:
D dng, nhanh chng
C thm sc chi phi i vi th trng
a dng ho hot ng
Chi ph cao
Qui m ln, danh ting
iii- Sp nhp: Kt hp li th
iv- M phng sn phm 24
GN LC S KHI
Initial Screening
THNG MI HA SN PHM
Commercialization
ENDOFTHECHAPTER
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