bai 2 mcb moi truong marketing

5/28/2018 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


3/34

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


9/349 Th.S inh TinMinh

Thp dn s VitNam 1999 v 2005



Thp dn s VitNam 2010



Thp dn s VitNam 2050


12/3412

Xuhng dn s

Mt dn s

Tc th haTh.S inh TinMinh


13/3413

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

Th.S inh TinMinh


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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


21/3421

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


22/3422

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


23/3423

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

Th.S inh TinMinh


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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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29

Minh ha

Th.S inh TinMinh
http://localhost/var/www/apps/conversion/tmp/scratch_10/VCCI.mht


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30

2.3.4 Khch hng

Th.S inh TinMinh


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31

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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32

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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bai 2 mcb moi truong marketing

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