Bai 2 MCB Moi Truong Marketing
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Transcript of Bai 2 MCB Moi Truong Marketing
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Bi 2
Mi trng Marketing
www.dinhtienminh.net
Th.S inh Tin Minh
Trng HKT TPHCM
Khoa Thng Mi Du Lch Marketing
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2
Gip sinh vin hiu cc yu t thuc mi
trng vi m v v m nh hng nh th
no n hot ng cadoanhnghip.Nm r v bit cch nh gi tm quan
trng ca tng yu t i vi hot ng
marketingcadoanhnghip.
Mc tiu chng 2
Th.S inh TinMinh
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Th.S inh TinMinh
Mc lc chng 2
2.2. Mi trng v m
2.2. Mi trng vi m
3
2.3. Mi trng vi m
2.1. Mi trng Marketing l g
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4
Tt c cc nhn t lm nh hng n kh nng tha mn nhu cu khch hng ca doanh nghip
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5
Resources
and Objectivesof the Firm
Competitive
Environment
The Marketing Environment
Cultural and
Social
Environment
Economic
Environment
Technological
Environment
Political and
Legal Environment
External Marketing
Environment
Direct Marketing
Environment
Th.S inh TinMinh
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6
2.2. Mi trng v m
Th.S inh TinMinh
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Theo Anh (Ch), cc yu t nhnkhu hc nh tui, t lsinh,s dn nh hng nh th no n
chin lckinh doanhcaKFCvcaMead Johnsonti VitNam?
2.2.1 Mi trng nhn khu hc
Th.S inh TinMinh
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9 9
10 5 0 5 10
0-4
10-14
20-24
30-34
40-44
50-54
60-64
70-74
80-84
Nam
N
989
10 5 0 5 10
0-4
10-14
20-24
30-34
40-44
50-54
60-64
70-74
80-84
Nam
N
Th.S inh TinMinh
Thp dn s VitNam 1979 v 1989
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9/349 Th.S inh TinMinh
Thp dn s VitNam 1999 v 2005
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10/3410 Th.S inh TinMinh
Thp dn s VitNam 2010
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11/3411 Th.S inh TinMinh
Thp dn s VitNam 2050
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Xuhng dn s
Mt dn s
Tc th haTh.S inh TinMinh
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Baogm nhng yu t tc ng n khnng chi tiu ca khch hng v to ranhng kiu tiu dng khcnhau.
Nhucu v gi c.
Mcthunhp.Nhucu tit kim.
iu kin ti chnh tn dng.
Cn nhn bit cc xuhng chnh v thunhptrongdn chng v nhngthayi vchitiu ca cc nhm dn chng.
2.2.2 Mi trng kinh t
Th.S inh TinMinh
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Minh ha GDP VitNam
Th.S inh TinMinh
Ngun: MOF
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Minh ha gi vng th gii
Th.S inh TinMinhNgun: MOF
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Minh ha t gi USD
Th.S inh TinMinh
Ngun: MOF
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Minh ha thu nhp
Thu nhp bnh qun/ng/thng 2002 2004 2006 2008
Ton thnh 904,1 1.164,8 1.465,0 2.426,0
Chia theo khu vc
- Thnh th Urban 987,0 1.266,9 1.552,7 2.632,1
- Nng thn Rural 549,0 726,0 988,3 1.248,9
Chi tiu i sng bnh qun 2002 2004 2006 2008
Tng s 665,98 826,8 1.052,1 1.618,1
Chia theo khu vc
- Thnh th Urban 742,51 894,35 1.135,1 1.739,5
- Nng thn Rural 331,91 542,28 667,63 924,57
vt: 1.000
Ngun: http://www.pso.hochiminhcity.gov.vn
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Minh ha thu nhp (tt)
vt: 1.000
Ngun: http://www.pso.hochiminhcity.gov.vn
Phn bchi tiu Thnh th 2002 2004 2006 2008C cu - Structure (%)
Tng s Total 100,0 100,0 100,0 100,0- Chi n, ung, ht 49,69 47,03 43,01 46,80- Chi may mc 3,59 3,51 4,12 3,72
- Chi nh , in nc, v sinh 7,13 6,31 5,93 6,20- Chi thit b, dng 6,73 7,96 8,24 6,95- Chi y t, chm sc sc khe 6,35 6,55 6,04 5,19- Chi i li v bu in 12,33 14,50 16,29 17,58- Chi gio dc 6,28 6,49 6,60 6,10- Vn ha th thao, gii tr 3,06 2,64 4,92 4,10
- Chi khc - Others 4,84 5,01 4,85 3,36
Th.S inh TinMinh
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Mi trng t nhinbaogm cc ngun tinguyn thin nhin cxeml nhng nhnt u vo cn thit cho hot ng cadoanhnghip v cn c nhng nh hng
nht nh n cc hot ngMarketingcadoanhnghip .
2.2.3 Mi trng t nhin
Th.S inh TinMinh
http://vi.wikipedia.org/wiki/H%C3%ACnh:R%E1%BB%ABng.jpg -
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Skhanhim ngun nguyn vt liu:Ti nguyn v hn (khng kh, nc)
Ti nguyn c hn ti to c (rng, thcphm)
Ti nguyn c hn khng ti to c (duth,than, ng, km,platinium)
Hu qu: chi ph chonguyn vt liu sn xut
ngy cng tng nh gi gas, du. Mc nhim mi trng n mc bo ng.
2.2.3 Mi trng t nhin (tt)
Th.S inh TinMinh
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Vic p dng cng ngh mi gip ccdoanhnghip torasn phm mi v lmtng sc cnhtranhtrn th trng.S phttrin cng ngh ph thuc rt nhiu vo s
u t cng tc nghin cu v pht trin.
2.2.4 Mi trng cng ngh
Th.S inh TinMinh
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Tin bkhoahc k thut tc ng n thtrng nhiu mt nh:Lmthayi cn bnhayxo b hon toncc sn phm hin hu.
Khi uchonhng ngnh cng nghip minh my tnh, dch v mng.
Chuk sng sn phm b rt ngn li.
S thay i trong ngn sch dnh cho hot
ngR&Dti cc cngty.
2.2.4 Mi trng cng ngh (tt)
Th.S inh TinMinh
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Gi tr vn ha c th.Cc nhm vn ho nh.
Nhng iu khon lut php, cc chnhsch c chnh phhaycc t chc x hibanhnh nh hin php, lut dn s, lutcngty, lut thng mi, lut v thu, lutv u t nc ngoi v cc chnh sch c
th v tng lnh vc.
2.2.5 Mi trng vn ha php lut
Th.S inh TinMinh
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2.3. Mi trng vi m
Th.S inh TinMinh
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2.3.1 Doanh nghip
Th.S inh TinMinh
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Cungcp cc ngun lcchocngtynhsn phm, dch v, nguyn nhin vt liu,vn v nhn lc.
2.3.2 Nh cungcp
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Minh ha
Th.S inh TinMinh
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Mi gii thng mi.Cc cng ty t chc vn chuyn.
Cc t chc dch v marketing.
Cc t chc ti chnh -tn dng.
2.3.3 Trung gian Marketing
Th.S inh TinMinh
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Minh ha
Th.S inh TinMinh
http://localhost/var/www/apps/conversion/tmp/scratch_10/VCCI.mht -
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2.3.4 Khch hng
Th.S inh TinMinh
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Monopoly Monopolistic
Competition OligopolyMonopoly
Monopolistic
Competition Oligopoly
Avoid Head-On Competition!
Know the Market Situation!
Pure
Competition
2.3.5 i th cnh tranh
Th.S inh TinMinh
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Cht lng
Gica
Cao TB Thp
Cao 1 2 3
TB 4A
5
Thp 6 7 8
Chng ta c th dng no trong s cc cn li c thcnh tranh vi A ?
Bi tp
Th.S inh TinMinh
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2.3.6 Cng chng
Th.S inh TinMinh
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www.dinhtienminh.net