Li ni u

Kinh t - Th trng - Marketing (Economy-Market-Marketing) l ba ni dung lin quan

mt thit ti nhau trong qu trnh pht trin. Khi nn kinh t - th trng cng pht trin theo xu

th ton cu ho v hi nhp kinh t quc t su rng nh hin nay th Marketing quc t cng

tr nn cp thit trong kinh doanh quc t v c xem l cha kho thnh cng ca doanh

nghip.

Trong nhng thp nin gn y, kinh t v th trng trn phm vi ton cu lin tip c

nhiu thay i ln. Cc yu t mi trng Marketing quc t cng bin ng su sc, trc ht l

mi trng chnh tr v php lut, mi trng kinh t, mi trng cng ngh. Do vy, cc chin lc

Marketing quc t khng ngng c b sung v m rng, nh chin lc th trng ton cu, chin

lc sn phm ton cu, chin lc cnh tranh ton cu

Sch Gio trnh Marketing quc t ny ln u tin c bin son cng theo hng tip

cn tnh hnh thc t, nhm p ng c nhng yu cu mi ca cc doanh nghip Vit Nam

trong thi k hi nhp hu WTO.

Cng nh gio trnh cc mn hc khc, sch ny c bin son theo mc tiu v yu cu o

to ca Trng i hc Ngoi thng, mt trng c truyn thng o to chuyn su v lnh vc

kinh doanh i ngoi trong sut gn na th k qua. Ni dung sch c kt cu theo 9 chng:

Chng I- Khi qut chung v Marketing quc t v t chc cng ty kinh doanh quc t.

Chng II- Mi trng Marketing quc t.

Chng III- Nghin cu th trng trong Marketing quc t.

Chng IV- K hoch ho chin lc Marketing quc t v chin lc thm nhp th trng th

gii.

Chng V- Chin lc sn phm quc t.

Chng VI- Chin lc gi c quc t.

Chng VII- Chin lc phn phi quc t.

Chng VIII- Chin lc ym tr (xc tin) trong Marketing quc t.

Chng IX- Marketing quc t i vi dch v.

Tham gia bin son sch ny gm c:

PGS.TS. Nguyn Trung Vn, Ch nhim b mn Marketing, ch bin, vit ring chng I,

IV,V, vit chung vi Th.S Nguyn Thu Hng chng VIII, vit chung vi TS. Nguyn Thanh

Bnh chng IX (phn I v phn II).

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TS. Nguyn Thanh Bnh, Ph Trng phng Qun l o to, vit chng II, VI v chng IX

(phn III).

TS. Phm Thu Hng, vit chng III v VII.

Th.S. Nguyn Thu Hng, vit chng VIII (cng PGS.TS. Nguyn Trung Vn).

Tham gia nhm th k, gm cc gio vin khc ca B mn Marketing nh: Th.S. Trn Hi

Ly, CN. L Th Thu Hng v CN Dng Tun Anh. H rt tch cc trong vic thu thp ti

liu b sung, in n, sa cha nhiu ln trn my hon thin bn tho.

Tp th tc gi trn trng cm n cc ng nghip thuc lnh vc Marketing ca Trng i

hc Kinh t Quc dn, i hc Thng Mi v s hp tc v trao i c hiu qu trong qu

trnh bin son sch ny.

Trong ln bin son u tin ny, mc d cc tc gi rt c gng, song ni dung sch

vn kh trnh khi nhng im hn ch v khim khuyt. Tp th tc gi rt mong nhn c s

gp ca ng o Bn c v xin chn thnh cm n.

Tp th tc gi

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Chng IKhi qut chung v marketing quc t v t chc cng ty kinh doanh quc t

I. Khi nim v c trng ca marketing quc t

1. Xut x ra i ca marketing quc t1.1. Xut x

Trn th gii hin nay vn cn nhng kin khc nhau v xut x ca Marketing v

Marketing quc t. Nhiu tc gi M [1], in hnh nh R.Bartels v W. Laser, xc nh

rng, Marketing c ra i M vo u th k 20, c th hn l vo nhng nm 1906 -1911.

Trong thi gian , phm vi hot ng ca Marketing ch gii hn mt th trng a phng,

cho nn cn gi l Marketing a phng (Local Marketing), hay Marketing ni a (Domestic

Marketing), hay Marketing quc gia (National Marketing)

Tuy nhin, theo Ph. Chapuis v Charles Crou trong cun "Marketing Internaional"(bn

ting Php), xut x ra i ca Marketing quc t bt u t cui th k 17 (nm 1675) n-

c Php. iu khng nh ny c xc nhn c th bng chnh cng trnh cn li ca

Jacques Lavary [2], tc gi ni ting ngi Php c nh gi cao nh Philip Kotler hin nay.

Cng trnh ny c ti bn nhiu ln v tr thnh sch gio khoa ca ngnh thng mi,

ngay t cui th k 17. Theo bnh lun ca gii chuyn mn, l cng trnh nghin cu su

rng v ton din v lnh vc thng mi ni chung v marketing ni ring.

Trong ni dung ca cng trnh nghin cu , J. Lavary phn tch kh y vai tr ca

cc thng nhn trung gian khng ch trong phm vi quc gia hay khu vc (nh Php v Chu

u) m cn m rng trn ton th gii. Ngay t by gi, Lavary c tm nhn rng v cc

knh phn phi trong Marketing quc t.

J. Lavary sm pht trin ni dung l lun v Marketing quc t cng nh thng mi th

gii. ng cp c h thng vai tr ca ngi th th cng, nh sn xut ln, nh bn bun,

nh bn l, i l v ngi tiu dng. Khng nhng th, ng cn cp c vn tiu chun

ho sn phm v thch ng sn phm vi nhu cu bin ng ca th trng, k c tm l, th hiu

ca ngi tiu dng cc khu vc th trng khc nhau trn th gii.

Sau ny, Lavary cng vit li ta xut bn cun "T in thng mi"nm 1748, trong

li nhn mnh khi nim nhu cu ni a cng nh khi nim nhu cu m rng cc th trng

nc ngoi. Theo ng, Marketing quc t phi bt u bng vic xy dng ni dung l lun ct

li ca n.

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1.2. Nhng l thuyt ban u v Marketing quc t

Ni dung ca Marketing phn nh c nhng s vn ng x hi hc ca th gii v

thch ng kp vi nhu cu a dng ca ngi tiu dng cc nc. T nm 1675, theo nh gi

ca Charles Crou, tc gi J. Lavary c tm nhn rng nh vy v Marketing quc t.

Nhng cch tip cn ny i hi phi pht trin kp thi ni dung l lun ca Marketing,

trong ni bt l hc thuyt chc nng (Fontionnalism-theo bn gc ting Php) v ch ngha

chc nng (Fontionnism).

Hc thuyt chc nng xem xt Marketing quc t nh mt khoa hc x hi, theo cc

nguyn l lin kt ca n v tm l hc, x hi hc, nhn loi hc (anthropology) v khoa hc

chnh tr - kinh t l nn tng cho cc hot ng kinh t v m v vi m. Chng hn, marketing

ca Chu u phi tip cn c khng gian kinh t a dng ca cc nc i tc; cc k thut

truyn thng (nh qung co, hi ch) cng phi theo h tham chiu Chu u.

Ch ngha chc nng cp vic tip cn Marketing quc t nh mt qu trnh nht th ho

bn trong ca mi trng kinh t. S vn ng ca cc tng lp x hi, cc bc chuyn tip ca

cc thi i gn kt nhau, s pht trin l iu kin to ra bc tin v c cu kinh t. iu

tt yu phi i mi h thng kinh t nhm tho mn nhu cu ca ngi tiu dng. Xut hin

vo u th k 20, ch ngha ny xc nh cc quan h tng tc trong hot ng kinh t, chng

c th chuyn ho thnh cc chc nng Marketing ngy cng ph bin hn.

Nh vy, hai l lun c bn trn ang c p dng tch cc trong lnh vc Marketing quc

t. Trn thc t, hai l lun pht trin mnh trong nhng nm 1919-1938 v vn l ni dung

ct li ca Marketing quc t hin nay. p dng hai l lun ny ca Marketing quc t, M v

cc nc ln khc nh Anh, Php, c.... y mnh xut khu sn phm d tha ca mnh sang

cc nc thuc a v cc nc chm tin trong giai on gia hai cuc Th chin.

1.3. Marketing quc t ch no trong ci "rng"Marketing (MKT)?

Cho n nay, trn th gii c rt nhiu loi MKT khc nhau. Tnh phong ph v a dng

cn c h thng li mt cch khi qut theo nhng cn c phn loi sau y:

- Theo thi gian, c th chia Marketing ra hai loi: MKT truyn thng v MKT hin i.

- Theo bn cht kinh t, c hai nhm MKT ch yu:

+ Nhm MKT kinh t - thng mi gm hai tiu nhm chnh l:

MKT sn phm: gm MKT hng ho v MKT dch v. Trong dch v li phn

nhnh ra: MKT du lch, MKT ti chnh, ngn hng...

MKT theo ngnh kinh t: MKT cng nghip, MKT nng nghip...

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+ Nhm MKT phi kinh t thng mi: gm MKT chnh tr, MKT quc phng, MKT bu

c, MKT x hi, MKT gio dc.

- Theo ni dung ng dng MKT, li c MKT b phn v MKT hn hp (Marketing - Mix).

- Theo s pht trin ca cng ngh tin hc, c hai loi: MKT Tin Internet (Pre -Internet

Marketing) v MKT Internet.

- Theo khng gian, c hai loi chnh:

MKT quc gia (hay MKT a phng, MKT ni a)

MKT quc t (c pht trin ra ngoi bin gii quc gia v l i tng nghin

cu su trong ton b gio trnh ny). Vy l chng ta n vi Marketing

quc t theo cch phn loi cui cng ny.

Ngy nay, Marketing thm nhp su rng vo cc ngnh v lnh vc ca i sng kinh

t, chnh tr, x hi ca mi quc gia cng nh trn ton cu. Marketing quc gia v Marketing

quc t c pht trin theo qu trnh t kinh doanh trong nc sang kinh doanh xut khu. Do

vy, chng ta va c nhng ni dung ging nhau nhng ng thi cng c nhiu nt rt khc

bit.

2. Khi nim v bn cht ca Marketing quc t2.1. nh ngha Marketing quc t

Tuy mi son gi c th a ra nhng nh ngha khc nhau nhng hu ht trong s h li

thng nht rng, yu t mu cht nht phn nh Marketing quc gia v Marketing quc t

l bin gii chnh tr quc gia ca doanh nghip. Nu Marketing quc gia, lung sn phm

ch vn ng trong phm vi mt nc th Marketing quc t, lung sn phm ny thng vt

qua bin gii quc gia v do phm vi mi trng hot ng t nht cng c m rng hn

mt nc. y l yu t mu cht m P. Cateora nhn mnh. Trn thc t, s lng nc ngoi

c th m rng ti hng chc, thm ch hng trm nc khc nhau (i vi nhng cng ty ton

cu nh Coca Cola, Toyota, BP...). Sau y, chng ta cp 5 nh ngha tiu biu:

(1). Theo W.J.Keegan, Marketing quc t l qu trnh hng ti s ti u cc ngun lc v

mc tiu ca cng ty/ t chc trn c s khai thc tt cc c hi ca th trng ton cu[5]

Tc gi cho rng, iu quan trng l cng ty cn nm bt kp thi cc c hi ca th trng

ton cu (phm vi mi trng m rng nht) ng thi ti u ho cc ngun lc v mc tiu ca

mnh nhm thu c mc li nhun d kin.

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(2). Thep P. Cateora, Marketing quc t l tin hnh hot ng kinh doanh hng trc tip

vo lung hng ho, dch v t ngi sn xut n ngi tiu dng cc nc ngoi nhm thu c

li nhun[3].

P. Cateora nhn mnh tnh phc tp v a dng ca Marketing quc t. chnh l do

s m rng ca yu t mi trng cc nc ngoi rt khc nhau (khc nhau v trnh pht

trin kinh t, khc nhau v chnh tr, php lut, v vn ho, x hi). iu ny dn n cc quyt

nh ca cng ty v k hoch ho chin lc marketing (sn phm, gi c, phn phi, qung

co) s khng ging nhau i vi tng th trng mc tiu mi nc.

(3). Theo I. Ansoff, Marketing quc t l khoa hc v lnh vc trao i quc t, theo ,

mi hot ng t sn xut n bn hng ca cng ty u cn c vo nhu cu bin ng ca th

trng nc ngoi, ngha l ly th trng lm nh hng [7]. Philip Kotler tm c vi khi nim

ny v cn trch dn c nhng quan im pht trin mi ca Ansoff trong lnh vc marketing.

(4). Theo M.R. Czinkota, Marketing quc t l k hoch ha v iu hnh cc giao dch th-

ng mi qua bin gii quc gia nhm thc hin mc tiu ca doanh nghip[9].

(5). Theo V. Terpstra, Marketing quc t l tm kim nhu cu v tho mn nhu cu ca ng-

i tiu dng ton cu mt cch tt nht so vi cc i th thng qua vic thc hin cc hot

ng kinh doanh trn phm vi mi trng ton cu.

Trn y l 5 nh ngha in hnh. Cho n nay, nu trong Marketing quc gia, vn cha c

nh ngha no c coi l duy nht ng th trong Marketing quc t cng vy. Nh G.

Allbaum[4] xc nhn, khi nim v marketing quc t c nh ngha theo nhng cch khc

nhau, t im nhn (view point) khc nhau tu thuc vo nhng cng trnh nghin cu khc

nhau ca mi tc gi. l iu d hiu bi v "th gii s c phn nh rt khc nhau nu

nhn n t nhng gc khc nhau[10]. D sao, s ng cc chuyn gia marketing v cc

nh doanh nghip ln trn th gii n nay vn tm c hn vi nh ngha ca I. Ansoff, mt

trong nhng chuyn gia Marketing hng u ca Lin hip quc, c hng chc nm tng

tri trong lnh vc t vn marketing. Ngi ta cho rng, nh ngha ca I. Ansoff "mang c hi

th ca nn kinh t th trng hin i"bi 2 l mu cht sau:

- Nm bt c iu ct li ca vn , (th hin cm t "khoa hc v lnh vc trao i

quc t).

- C ng nguyn l c bn ca "khoa hc"(hnh 1.1).

Theo nh ngha ca I. Ansoff, khoa hc v lnh vc trao i quc t (minh ho tm tt)

gm 4 chu trnh trao i c bn chng u vt qua bin gii quc gia theo trnh t sau:

6

Thng tin (Information) l chu trnh u tin t th trng n doanh nghip vi ni dung rt

rng gm: nhu cu, mong mun, cu, i th...Ni dung thng tin ny do doanh nghip thu

thp thng qua nghin cu th trng v phn on th trng ton cu.

Hnh 1.1: M hnh v trao i trong Marketing quc t

(2) Thng tin giao tip

(1) Thng tin

(1) Thng tin giao tip (Communication) l chu trnh trao i th hai nhng t doanh

nghip n th trng c din ra sau cc hot ng ca doanh nghip nh: phn tch

SOWT, k hoch ho chin lc v t chc sn xut.

(2) Sn phm (Products) gm hng ho, dch v m doanh nghip cung cp ra th trng

thng qua hot ng phn phi quc t.

(3) Ti chnh (Finance) l chu trnh cui cng, theo tin bn hng c chuyn t ngi

mua nc ngoi n doanh nghip, nhm thc hin cc mc tiu c bn nh doanh s v

li nhun.

Trong m hnh ny, cc doanh nghip gi vai tr l cng ty quc t. Du hiu duy nht nh-

ng c ngha quyt nh nht i vi m hnh ny c nh ho cho Marketing quc t,

l bin gii chnh tr quc gia (Border). Chng ta nn t cu hi "Ti sao l border m khng

phi l frontier"v t tr li. Nu l gii c xut x v vai tr hin ti ca ngnh vn ti bin

th bn s hiu r vn .

2.2. Bn cht ca Marketing quc t

2.2.1. Bn cht v vn ct li ca Marketing quc tG. Albaum v mt s son gi khc nhn mnh bn cht ny (Nature) trong cng trnh

nghin cu ca mnh. Chng ta c th quy t bn cht chung nht ca Marketing quc t vo 5

im sau:

7

(1) Thng tin

(3) Sn phm

(4) Ti chnh

Doanh nghip

Th trng

Bi

n gi

i(B

orde

r)

- Tm nhu cu v tho mn tt nht nhu cu ca ngi tiu dng nc ngoi. Theo P. Cateora,

trn th trng ton cu ngy nay, cha bao gi ngi ta li qu quan tm n cu hi "Chng ta c

th bn c ci g?" thay cho cu hi trc y l "Chng ta c th sn xut ci g? Cu tr li

ng hin nay l: "Chng ta ch c th bn ci th trng nc ngoi cn.

- y mnh tiu th sn phm bng con ng xut khu (theo ngha y ca t ny) nh

xut khu trc tip v gin tip hng ho v dch v, xut khu vn (capital) v xut khu cng

ngh di nhiu hnh thc: 100% vn, lin doanh, cp giy php...

- Mi trng hot ng m rng v phc tp trn nhng cp khc nhau v dn n s

khc bit ring c ca Marketing quc t.

- Doanh nghip ng vai tr l nh xut khu, nh kinh doanh quc t, nh u t quc t,

hay cng ty quc t, cng ty ton cu.

- Cnh tranh quc t v ginh git li th cnh tranh tr nn khc lit hn nhiu (v quy

m, hnh thc, chin lc, cng c).

Nhng bn cht ny s c lm r trong nhng ni dung cc chng tip theo.

2.2.2. Nhng vn ct li (Essentials) ca Marketing quc tTrong cun "International Marketing, son gi V. Terpstra [8] thu tm vn ny

thnh 5 ni dung sau:

(1). Khm ph v pht hin nhu cu, mong mun ca khch hng ton cu

Trong i dng thng mi ton cu ang cn nhiu b n, mi doanh nhn ng vai tr mt

C-lm-b mi, pht hin kp thi nhu cu mi thng qua hot ng nghin cu, d bo th tr-

ng v phn on th trng tm ra c s khc bit gia cc nhm khch hng ca mi nc.

V d, hng my git Nht Bn cn bit ngi Chu u thng git qun o bng nc m 60 ,

nhng ngi M th li git nhit thp hn. Hng cung cp ng h eo tay Thu S cn

bit c tay ngi Chu thanh nh hn so vi ngi Ty u v Bc M.

(2). Tho mn khch hng ton cu

Mun vy, doanh nghip phi thch ng sn phm (hng ho v dch v) v cc yu t khc

ca Marketing hn hp i vi ngi tiu dng tng nc c th.

(3). Thc hin tt hn cc i th

lm c iu , doanh nghip cn nghin cu k v nh gi ng cc i th, t

cung cp sn phm cht lng tt hn, danh mc sn phm rng hn, thng hiu vt tri hn,

gi hp dn hn, phn phi tin li hn, dch v hu mi tin cy hn.

(4). Phi hp cc hot ng Marketing

8

Hnh ng tt nht l phi hp cc chin lc Marketing hu hiu, lin kt sn phm - th

trng (4 cp tng ng), theo tng nhm khch hng, nhm nc trn ton cu. Cn kt hp tt

tp trung ho vi tiu chun ho theo nguyn l "t duy ton cu, hnh ng a ph-

ng"(Thinking Global, Action Local).

(5). Nhn thc c nhng tr ngi (Constraints) ca mi trng ton cu

ng x tt vi nhng tr ngi , cn nhn nhn y nhng thay i t pha chnh

ph v cc chnh sch thng mi, cng nh s khc bit v mi trng vn ho, kinh t, c s h

tng mi nc.

3. c trng ca Marketing quc t3.1. S khc bit ca Marketing quc t vi Marketing quc gia

Marketing quc t c nhng s khc bit (Differences) so vi Marketing quc gia, c th

l:

- V ch th (Subjects), cc bn tham gia vo thng mi quc t (xut - nhp khu) hay

kinh doanh quc t (cp giy php, lin doanh...) thng l cc ch th c quc tch khc nhau,

nhng nc khc nhau. l c trng ni bt ca Marketing quc t m chng ta c th d

dng a ra nhiu v d.

- V khch th (Objects), l ci (hay i tng) m ch th nhm vo, gm hng ho v

dch v trong Marketing quc t. c trng ni bt c th y l s di chuyn ca hng ho,

dch v qua bin gii quc gia.

- V tin t, (tin hng xut khu) thng l ngoi t i vi mt hoc c hai bn ch th

trong Marketing quc t. Th d, khi mt nh xut khu go Vit Nam xut cho mt nh nhp

khu go Nht Bn, nu cng tho thun dng Yn Nht lm ng tin thanh ton th ng

Yn ch l ngoi t i vi nh xut khu go Vit Nam; nhng nu tho thun dng la M

(USD) trong thanh ton cho nhau th USD l ngoi t i vi c hai bn.

- Hnh trnh phn phi sn phm thng ko di v thi gian v khng gian, dn n chi ph

chuyn ch quc t v nguy c ri ro cng tng theo.

- Ni dung k hoch ho chin lc khng ging nhau i vi tng th trng nc ngoi v

nhu cu v lng cu ca mi nc rt khc nhau. y cng l mt trong nhng l do dn n

Marketing quc t phc tp hn nhiu so vi Marketing quc gia.

- Vng i sn phm quc t (IPLC) ko di hn so vi vng i sn phm quc gia

(NPLC). Ni dung IPLC s c nghin cu c th chng 5. Do vy, sn phm trong

Marketing quc t thng mang li hiu qu kinh doanh cao hn trong Marketing quc gia.

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Cng vi 6 ni dung khc bit ln ni trn, Marketing quc t cn c nhng nt c th

cn c lm r hn.

3.2. Nng nt c th (Particularities) ca Marketing quc t

Theo Charles Crou, trong Marketing quc t (trc ht l Marketing xut khu), cn nhn

mnh nhng nt c th sau:

(1). V mc ch chung, Marketing quc t c s di chuyn chin lc thng mi t ni a

ra nc ngoi. Vy, chin lc sn phm (mt trong nhng yu t c bn ca marketing mix)

khng cn hng vo th trng ni a na m l th trng mc tiu nc ngoi. cng l nt

c th c bn nht ca Marketing quc t.

(2). V phn on th trng, nt c th ca Marketing quc t l trong xut khu, doanh

nghip cn phi hng vo phn on th trng no c th thc thi tt nht v mang li hiu qu

nht. Th d hng t Mercedes thng hng trc ht vo nhm khch hng thng lu c kh

nng thanh ton cao bng vic cung cp cht lng t ho hng.

(3). V chin lc sn phm, c th ca Marketing quc t l phi thch ng sn phm vi

nhu cu ca th trng nc ngoi. Vy, doanh nghip phi xy dng c c cu chng loi sn

phm xut khu ph hp v s lng, c bit l cht lng m th trng nc ngoi mong i theo

tng nn vn ho c th (s c nhin cu ring chng 5)

(4). V chin lc phn phi v gi c, nt c th c bn ca Marketing quc t l vic tnh

ton knh phn phi v n nh mc gi bn hng ra nc ngoi. y cng l mt trong nhng

ni dung phc tp in hnh ca Marketing quc t trong xut khu (s c nghin cu trong

chng 6 v chng 7)

(5). V chin lc ym tr (xc tin), nt c th ni bt ca Marketing quc t y l

vic tn to hnh nh thng hiu ra th trng nc ngoi. Mun to dng c hnh nh thng

hiu mnh (Strong Brands), doanh nghip phi m bo sn phm c cht lng cao, kt hp

vic tuyn truyn, qung b rng ri th trng nc ngoi thng qua qung co quc t, hi

ch trin lm thng mi quc t, cc chng trnh khuyn mi hiu qu (chng 8 s nghin cu

c th vn thng hiu).

4. Mc tiu v chc nng ca Marketing quc t4.1. Mc tiu ca Marketing quc t

Theo Charles Crou, Marketing quc t c nhiu mc tiu quan trng khc nhau nhng trc

ht cn nhn mnh 4 mc tiu c bn l:

- Gi vng a v cng ty trn th trng nc ngoi.

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Cng ty quc t phi gi vng c a v ca mnh trn cc th trng mc tiu nc ngoi,

hoc cc phn on th trng quc t m cng ty ang chim lnh. Mc tiu ny c xc nh

c th bi th phn ca cng ty, qua con s % th phn hng nm.

- M rng th trng hin ti.

Cng ty cn phn chia dn s nc ngoi ra lm cc nhm sau:

Nhm 1: gm nhng ngi ch mua hng ca cng ty, gi l nhm khch hng chung

thu (Cn cng c v gi vng bng cht lng sn phm tt, dch v tin cy, chm sc

khch hng thng xuyn tt )

Nhm 2: gm nhng ngi va mua sn phm ca cng ty, va mua sn phm ca i

th, gi l khch hng hn hp.

Nhm 3: gm nhng ngi ch mua sn phm ca i th (bi nhiu l nh lng tin, qu

trnh, thi quen, th hiu...), gi l nhm khch hng c quyn ca i th.

Nhm 4:gm nhng ngi hin thi cha tham gia tiu dng sn phm (c th v thng

tin, ang bn cng vic, thu nhp cn thp), gi l nhm khch hng tim n hay nhm

ngi khng tiu dng tng i (No Using Relatively).

Nhm 5: gm nhng ngi khng mua hng hay khng tiu dng tuyt i (No Buying

Relatively). Th d, gii tu hnh theo o Pht khng bao gi mua v n tht, c v k

st sinh, ngi Hindu (n ) khng n tht b, ngi bo ph king m...Marketing quc

t khng hng vo nhm khch hng ny.

Vy mc tiu m rng th trng y c th hng vo nhm 2, nhm 3 v nhm 4. Trong

chin lc cnh tranh ginh git th trng, ngi ta cng p dng cch chia trn xc nh tng

hng tip cn c th.

- Pht trin th trng mi.

Mc tiu ny thng tin hnh theo hai hng: (1) pht trin ra th trng nhng nc ngoi

hon ton mi v (2) pht trin ra cc phn on mi ngay nc ang hot ng, k c nhng

phn on nh (Microsegments), cn gi l cc th trng ngch (Niches). Trong s ny, hng

(1) thng c ngha chin lc tch cc hn, nhng iu kin t ra l doanh nghip cn phi c

li th cnh tranh.

- Bnh trng ra th trng ton cu.

y l mc tiu cao nht ca Marketing quc t, phi i mt vi nhiu thch thc nht.

bnh trng, chim lnh th trng ton cu, cng ty thng phi c nhng iu kin:

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Phi c nhiu sn phm mi, a dng v tho mn c nhu cu phong ph ca th trng

ton cu (c v s lng v cht lng),

Phi c thng hiu mnh (Strong Brands), sc tin cy v kh nng hp dn ngi tiu

dng ton cu,

C trnh cng ngh hin i khng ngng i mi sn phm,

C chin lc Marketing - mix thch hp v hiu qu,

C qu trnh pht trin t th trng a quc gia n th trng ton cu,

C trnh t chc, qun l cao trong sut qu trnh tch lu...

C th ni, xuyn sut c 4 mc tiu trn vn l vn th trng v pht trin th trng,

cng l iu ct t trong Marketing quc t. thc hin c mc tiu bnh trng v chim

lnh th trng ton cu, cng ty phi c chin lc sn phm mnh v hn th na, l th-

ng hiu ton cu. Bn mc tiu trn th hin r vai tr ca doanh nghip trong Marketing

quc t

4.2. Chc nng ca Marketing quc t

Theo C. Crou, Marketing quc t c 13 chc nng sau:

(1). Nghin cu mi trng v th trng nc ngoi, t phn on th trng nhm nh gi

mt cch c h thng v ton din mi din bin ca tnh hnh, k c nhng c hi v thch

thc i vi hot ng kinh doanh ca cng ty.

(2). Xc nh nhng th trng c tim nng v tnh kh thi cao i vi vic tiu th sn

phm xut khu ca cng ty.

(3). Nhn bit cc phn on th trng ph hp vi kh nng v mc tiu ca cng ty trong

kinh doanh quc t.

(4). Nm bt kp cc yu t tm l x hi (Psychosologies) ca khch hng nc ngoi

trong vic mua sm v tiu dng sn phm.

(5). Phn tch v tr ca cc i th cnh tranh cc th trng nc ngoi.

(6). Xc nh kp thi cc th trng ngch (Niches Markets) kh thi nht theo tnh c th

ca cng ty trong xut khu.

(7). Quyt nh chnh sch hay chin lc th trng cng vi chin lc thm nhp c th.

(8). Xc nh chin lc sn phm, nh chin lc gamme sn phm, thch ng sn phm, tiu

chun ho sn phm (gamme sn phm s c cp c th chng 5).

(9). n nh cc mc tiu thng mi (c v s lng v gi tr) cho tng th trng nc ngoi,

tng phn on th trng v danh mc (gamme) sn phm.

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(10). m bo cc hot ng h tr cho h thng thng mi ca cng ty trong xut khu.

(11). Xc nh ngn sch bn hng cho tng th trng nc ngoi, hay tng phn on th tr-

ng cng nh cho tng sn phm xut khu c th.

(12). a ra nhng cng c v gii php thc hin cc hot ng, trc ht l cc gii php

v th trng v sn phm.

(13). Lp chng trnh hnh ng chin thut theo k hoch chi tit kp thi ng ph vi

cc i th cnh tranh trc tip th trng nc ngoi.

Cc chc nng trn s c cp ln lt v c th trong cc chng tip theo ca sch ny.

Nhn chung cc chc nng ca Marketing quc t c c th ho bng cc nhim v chi tit

theo mi phng thc hot ng ca cng ty, trong cn nhn mnh nhim v ca ngi lnh

o sn phm quc t.

5. S vn ng ca Marketing quc tTheo C. Crou, s vn ng Marketing quc t lin quan trc tip n cc yu t sau:

5.1. M ca quc t, xut khu v kinh doanh quc t

- Khi nim "m ca quc t"(International opening) c hiu l m ca bin gii chnh tr

quc gia cho vic xut khu sn phm ni a ra nc ngoi. M ca quc t l i lp vi khi

nim "ng kn"lu di trc vi vic sn phm ch c tiu th trong khun kh nh hp

ca th trng mi quc gia. M ca quc t ni y c gii hn trong nn kinh t th trng

v trc tuy c m ca v xut khu nhng vn c xem l hin tng t pht.

- Xut khu (Export), xt mt cch chung nht, l tp hp cc hot ng bn hng ra th tr-

ng nc ngoi hay cho khch hng quc t. Xut khu c th theo phng thc trc tip, gin

tip; c th xut khu hng ho, dch v. Nhn chung, xut khu l mt b phn cu thnh ca

thng mi quc t v lun lun c ch trng hng u i vi mi doanh nghip.

- Kinh doanh quc t (International Business) l mt ni dung phc hp ca cc hot ng

quc t gm thng mi, ti chnh, u t, sn xut, phn phi v tiu th sn phm nc ngoi.

Ni dung ca kinh doanh quc t c m rng hn nhiu so vi xut khu cng nh thng mi

quc t. Khi ni n kinh doanh quc t, ngi ta thng rt quan tm n u t trc tip nc

ngoi (FDI) v sn xut quc t.

5.2. Tin trnh pht trin quc t v cc cp ca Marketing quc t

C. Crou cho rng, khi nim v pht trin quc t k t khi m ca quc t tuy khng phi

l ni dung mi nhng gip chng ta nhn nhn r hn cc cp khc nhau ca Marketing

quc t theo 4 pha c th sau (bng 1.1)

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Pha 1. M ca nh l v phn tn (Sporadic Opening)

iu trc ht pha ny l doanh thu xut khu (ER) ch t di 5% tng doanh thu (TR)

ca doanh nghip, hay %5