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MI TRNG MARKETING
QUC T
CHNG 2:
MI TRNG MARKETING QUC
T
2. Phn loi:
*Cn c vo bin gii doanh nghip:
Mi trng bn trong DN
Mi trng bn ngoi DN
Mt Kinh t
Mt Nhn
khu hc
Mt VH-XH
Mi trng ngnh
DN: ti chnh,
nhn s, kinh
doanh
Mt tnhin
Mt cng ngh
* Cn c vo kh nng kim
sot ca DN
-
Cc yu t mi trng bn trong DN c
kh nng kim sot c
Cc yu t mi trng quc gia, mi
trng quc t DN khng c kh nng
kim sot c
* Cn c vo phm vi tc ng:
Mi trng v m
Mi trng vi m
* Nhm nc CN mi (NICs):
Tc ng ca yu t chnh tr ti hot
ng Marketing
Mt h thng chnh tr (HTCT) n nh l s
bo m an ton v x hi, tnh mng v ti
sn cho cc doanh nhn.
Mi HTCT u i km vi mt nn tng lut
php ph hp vi xu hng chnh tr ca n
HTCT c coi l ngi to lp sn chi
cho cc hot ng kinh t.
?
Tc ng ca yu t chnh tr ti hot ng
Marketing mt s quc gia trn th gii
Mt s mc nh du s nh hng ca
lut php Hoa K ti hot ng Marketing
Cc o lut
nh hng
Nghim cm cc t chc c
quyn hay mu c quyn v
nhng hp ng, lin kt hay
nhng m mu hn ch mu dch
trong thng mi gia cc bang v
vi nc ngoi
3)Mi trng vn ho
Cc thnh phn chnh ca mt nn vn
ho: thm m, gi tr & thi , phong tc &
tp qun, cu trc x hi, nim tin, giao tip
c nhn, gio dc, mi trng vt cht v mi
trng t nhin.
Mt nn vn ho c th bao gm:
*Nhng gi tr vn ho truyn thng cn bn
*Nhng gi tr vn ho th pht
*Cc nhnh vn ho ca mt nn vn ho
M hnh 5 lc lng
(Michael Porter)
S e do
ca i th
tim n
p lc ca
nh cung
cp
S e do ca
Sn phm thay
th
p lc ca
Khch
hng
1) Mi trng nhn s
4 QUAN H LAO NG V CC GI TR VN HO
TINH THN:
a>Quan h gia nh qun tr v nhn vin trong doanh nghip
b>Phong cch lm vic
c>c im ca nhn vin v tnh hp tc tnh thch nghi mc
chu ng chp nhn xung t ..trong cng vic
d>S tho mn ca nhn vin i vi doanh nghip:
e>Gi tr vn ho truyn thng trong doanh nghip.
5 CHI PH CC HNH VI CA NHN VIN:
a>Tn tht gy ra do bi cng, ngh vic, k lut lao ng
km.
b> Li ch do lm thm gi, k lut lao ng tt, cc sng kin
ca nhn vin
2) Mi trng ti chnh
2.1 Cc bo co ti chnh
Bng cn i k ton: c xem l mt bc hnh
chp nhanh v v th ti chnh ca DN ti mt thi
im. BCKT thay i hng ngy khi hng tn
kho c gia tng hay gim i, khi ti sn c nh
c b sung hay thanh l khi cc khon vay ngn
hng c gia tng hay gim bt
Bo co kt qu kinh doanh
Bo co kt qu kinh doanh tng kt doanh thu v
chi ph qua mt thi k.
Bo co lu chuyn tin t cp ti tc ng ca
hot ng kinh doanh, u t v ti tr vo dng
tin trong mt nin k ton
ch tiu nh gi sc mnh ti
chnh
cachDN
Nhm
tiu v kh nng sinh li
Nhm ch tiu v hiu sut
Nhm ch tiu v kh nng ti chnh
Nhm ch tiu v kh nng thanh khon
Nhm ch tiu v chng khon
(Hyperlink PPT_Financial management)
5) Cc vn khc
5.1 H thng thng tin
5.2 Vn ho DN
5.3 o c kinh doanh
Ngun lc hu hnh
Ngun lc ti chnh
Ngun lc t chc
Ngun lc vt cht
Tnh hin i v v tr ca nh
my v thit b nh my
Kh nng tip cn nguyn liu th
Ngun lc v hnh
Ngun nhn lc
Kin thc
Lng tin
Kh nng qun tr
Cch t chc cng vic hng ngy
Ngun lc sng to
tng
Kh nng khoa hc
Kh nng sng to
Uy tn vi khch hng
Nhn hiu
Nhn bit cht lng SP, bn v
mc tin tng
Uy tn vi nh cung cp
Ngun: Qun tr chin lc, nng lc cnh tranh v ton cu ho, Michael A. Hitt, R.
Duane Ireland, Robert E. Hoskisson, nxb Thomson Learning, ln 4, t 100-101
Weaknesses
-Nhn vin MKT cn
t
-S khng khc bit
ho v SP
-Phn phi cha tin
li
Opportunites
-Th trng nc ngoi
mi
-S ra i ca mt
Threats
-i th cnh tranh mi
-Biu thu mi p cho
SP
BTTH
Phn tch SWOT cho mt cng ty.