12/1/2009 NTB

CNG CHI TIT MN MARKETING QUC T CHNG I: KHI QUT CHUNG V MARKETING QUC T V T CHC CNG TY KINH DOANH QUC T I. Tng quan v Marketing 1. Khi nim marketing 2. Bn cht ca marketing 3. Cc khi nim c bn (nhu cu, c mun, lng cu, sn phm, trao i, giao dch,) 4. Chc nng v mc tiu 5. Marketing b phn v Marketing hn hp 6. Qu trnh pht trin ca Marketing 7. Trit l marketing II. Khi nim v c trng ca Marketing quc t 1. Khi nim marketing quc t 2. Phn loi Marketing quc t 3. Quy trnh hot ng ca Marketing quc t (IPAC) 4. Vai tr ca Marketing quc t 5. Cc yu t ra i marketing quc t III. T chc cng ty kinh doanh quc t 1. nh ngha cng ty kinh doanh quc t 2. Phn loi cng ty 3. M hnh t chc cng ty kinh doanh quc t 4. M hnh c cu t chc qun l b phn Marketing quc t CHNG II: MI TRNG MARKETING QUC T I. Khi qut chung v mi trng Marketing quc t 1. nh ngha 2. Phn loi + Mi trng bn trong v mi trng bn ngoi doanh nghip + Mi trng vi m v mi trng v m + Mi trng quc gia v mi trng quc t 3. ngha ca vic nghin cu mi trng Marketing quc t. 4. Mi quan h gia cc yu t mi trng trong marketing quc t II. Cc yu t mi trng bn trong 1. Mi trng ti chnh doanh nghip

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2. Mi trng nhn s. 3. Mi trng cng ngh. 4. Mi trng vn ho doanh nghip III. Cc yu t mi trng bn ngoi 1. Mi trng kinh t 2. Mi trng chnh tr - php lut 3. Mi trng t nhin (mi trng a l kh hu)

4. Mi trng nhn khu hc

5. Mi trng vn ho x hi 6. Mi trng cng ngh 7. Mi trng cnh tranh IV. Mi trng kinh doanh quc t (phn ny khuyn khch gii thiu sinh vin c th t tm hiu) Tng hp c hi v thch thc i vi cc doanh nghip Vit Nam trong iu kin m ca hi nhp WTO. CHNG III: NGHIN CU TH TRNG TRONG MARKETING QUC T III. Khi nim v phn loi th trng 1. Khi nim 2. Phn loi 3. Cc khi nim th trng thng gp 4. Mi quan h gia doanh nghip vi th trng II. Ni dung nghin cu th trng 1. Nghin cu khi qut th trng Mc ch la chn th trng nh hng 2. Nghin cu chi tit th trng 2.1. 2.2. 2.3. 2.4. 2.5. 2.6. 2.7. Nghin cu khch hng Nghin cu hng ho Nghin cu quy m v c im ca th trng Nghin cu h thng phn phi hng ha trn th trng Nghin cu cnh tranh, cc i th cnh tranh Nghin cu h thng c s h tng khc Nghin cu, d bo xu hng bin ng ca cung, cu v gi c

III. Quy trnh nghin cu th trng quc t Quy trnh 6 bc trong sch Nguyn l marketing,

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Tp trung vo cc phng php nghin cu th trng quc t IV. Phn on th trng 1. Khi nim 2. S cn thit phi phn on th trng 3. Cc cn c phn on th trng V. La chn th trng mc tiu 1. nh ngha 2. Cc iu kin la chn th trng mc tiu - Th trng c nhu cu - Doanh nghip c kh nng p ng nhu cu - C kh nng cnh tranh trn th trng - .. (SGK Nguyn l marketing) 3. Cc phng n la chn th trng mc tiu - Tp trung 1 phn on th trng duy nht - Chuyn mn ha theo sn phm - Chuyn mn ha theo th trng - Chuyn mn ha tuyn chn - La chn th trng tng th CHNG IV: K HOCH HO CHIN LC MARKETING QUC T V PHNG PHP THM NHP TH TRNG TH GII I. Khi qut v k hoch ho chin lc Marketing quc t 1. Khi nim v phn loi 2. Cc loi k hoch ha 3. Vai tr ca k hoch ho chin lc Marketing 4. Ni dung ca k hoch ho II. C s k hoch ho chin lc Marketing 1. Mi trng bn trong 2. Mi trng bn ngoi 3. Ma trn SWOT III. Trnh t k hoch ho marketing quc t 1. Thu thp thng tin th trng quc t - Xc nh cc thng tin cn thu thp - Xc nh th trng

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- Xc nh mc , phm vi th trng thm nhp - D kin phng thc thm nhp th trng quc t. 2. Xy dng k hoch ha - Xc nh mc tiu ca k hoch ha - La chn th trng mc tiu - La chn n v kinh doanh chin lc (BCG) - Thit k chin lc marketing tng th (Marketing khng phn bit, marketing phn bit, marketing tp trung) - Thit k h thng marketing mix, chin thut marketing, chng trnh hnh ng 3. T chc thc hin k hoch - T chc lc lng thc hin - La chn i tc - T chc phn cng thc hin k hoch 4. Kim tra Ch : gip sinh vin thit lp b h s v th trng xut khu. IV. Cc phng thc thm nhp th trng quc t 1. Xut khu hng ha 2. u t sn xut 3. Lin doanh 4. Chuyn giao cng ngh 5. Nhng quyn thng mi 6. CHNG V: CHIN LC SN PHM QUC T I. Khi qut v sn phm v phn loi sn phm 1. Khi nim 2. Cu to 3. Phn loi 4. Mc tiu ca chin lc sn phm II. Vng i sn phm quc gia v vng i sn phm quc t 1. Khi nim vng i sn phm 2. Vng i sn phm quc gia 3. Vng i sn phm quc t 4. ngha ca vic nghin cu vng i sn phm quc t

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III. Chin lc pht trin sn phm 1. nh v sn phm quc t 2. Cc chin lc lin kt sn phm th trng 3. Qun l danh mc sn phm 4. Chin lc loi b sn phm li thi 5. Chin lc pht trin sn phm mi IV. Bao b v nhn hiu sn phm quc t 1. Bao b sn phm quc t 2. Nhn hiu sn phm quc t CHNG 6: CHIN LC GI QUC T I. Mc tiu ca chin lc gi quc t 1. Khi nim gi quc t v cc vn cn lu 2. Mc tiu ca chin lc gi quc t II. Cc yu t nh gi quc t 1. Chi ph 2. im ho vn 3. H s co gin cu gi 4. Yu t tm l 5. Cc cn c nh gi khc: nh gi theo vng i sn phm, nh gi theo iu kin giao hng, gi theo i th cnh tranh . III. Cc loi gi quc t 1. Gi quc t 2. Gi u gi 3. Gi u thu 4. Gi yt bng s giao dch 5. Gi tham kho 6. Gi trong cc hp ng k kt thc t IV. Chin lc gi quc t: 1. Chin lc gi ht vng 2. Chin lc gi tn cng 3. Chin lc tng, gim gi 4. Mt s chin lc gi khc

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CHNG 7: CHIN LC PHN PHI QUC T I. Tng quan v h thng phn phi quc t 1. Mc ch 2. Yu cu 3. Chc nng II. Phng thc phn phi v knh phn phi quc t 1. Phng thc phn phi 2. Knh phn phi quc gia v knh phn phi quc t III. Cc trung gian trong phn phi hng ha quc t 1. Nh bun (cc loi hnh phn phi bn bun v bn l: siu th, i siu th, chui ca hng tin li, ca hng ng gi ) 2. i l (i l mua, i l bn, i l c quyn, ) 3. Mi gii IV. Chin lc phn phi quc t 1. Chin lc phn phi c quyn 2. Chin lc phn phi chon lc 3. Chin lc phn phi tp trung V. Logistics v qun l knh phn phi quc t

CHNG 8: CHIN LC XC TIN TRONG MARKETING QUC T I. Khi qut chung v chin lc xc tin 1. nh ngha 2. Mc tiu 3. Cc chin lc xc tin II. Cc hot ng xc tin quc t 1. Qung co 2. Quan h cng chng 3. Hi ch trin lm 4. Bn hng c nhn 5. Vn minh thng mi 6. Xc tin bn hng