CHƯƠNG 6
TỔ CHỨC THỰC HIỆN
MAREKTING TMQT
229
vVai trò của kế hoạch hóa marketing TMQT
vNội dung của kế hoạch marketing TMQT
vVận hành kế hoạch marketing TMQT
vKiểm soát marketing TMQT
Nội dung chính của chương
230
Tổ chức thực hiện marketing thương mại
quốc tế là một bước trong quá trình quản
trị thực hiện marketing thương mại quốc
tế, đảm bảo cho các chiến lược và chương
trình marketing thực hiện có hiệu quả.
Tổ chức thực hiện
marketing TMQT
231
Quá trình quản trị Marketing TMQT
R STP MM I C
Research
Segmentation
– Targeting -
Positioning
Marketing
Strategy
Implementation
Control
232
Tổ chức thực hiện marketing TMQT
Thu
thập
thông
tin
Kế
hoạch
hóa
Tổ
chức
vận
hành
Kiểm
soát
233
![Bài giảng Marketing quốc tế: Chương 8 - Nguyễn Tường Huy [Mới Nhất]](https://cdn.tailieu.vn/images/document/thumbnail/2026/20260128/songtu_011/135x160/22871769587631.jpg)
%20--%3e%3cdefs%3e%3cstyle%3e%20.st0%20{%20fill:%20%23fff;%20}%20.st1%20{%20fill:%20%237800fa;%20}%20%3c/style%3e%3c/defs%3e%3cpath%20class='st1'%20d='M117.78,12.18H43.11c2.9,3.47,4.65,7.94,4.65,12.82,0,5.6-2.3,10.66-6.01,14.29h76.02l7.22-13.56-7.22-13.56Z'/%3e%3cg%3e%3cpath%20class='st0'%20d='M53.58,26.17h-.59v-1.46h.59v-4.96h2.83c1.78,0,2.67.94,2.67,2.82v5.76c0,1.87-.89,2.81-2.67,2.81h-2.83v-4.96ZM55.36,21.37v3.34h1.1v1.46h-1.1v3.34h1.01c.61,0,.91-.37.91-1.1v-5.93c0-.74-.3-1.1-.91-1.1h-1.01Z'/%3e%3cpath%20class='st0'%20d='M65.99,31.14h-1.8l-.31-2.07h-2.19l-.31,2.07h-1.64l1.82-11.39h2.62l1.82,11.39ZM65.28,18.04c-.25.46-.51.77-.75.94-.21.15-.47.22-.79.22-.26,0-.57-.07-.92-.22l-.38-.15c-.14-.05-.26-.07-.37-.07-.3,0-.53.18-.71.54l-.91-.68c.25-.46.51-.77.75-.94.21-.14.48-.21.79-.21.26,0,.57.07.92.21l.38.15c.14.05.26.07.37.07.3,0,.53-.18.71-.54l.91.68ZM61.91,27.52h1.73l-.87-5.76-.87,5.76Z'/%3e%3cpath%20class='st0'%20d='M74.53,26.89v1.52c0,1.91-.89,2.86-2.67,2.86s-2.67-.95-2.67-2.86v-5.93c0-1.91.89-2.86,2.67-2.86s2.67.95,2.67,2.86v1.11h-1.69v-1.22c0-.75-.31-1.12-.93-1.12s-.93.37-.93,1.12v6.15c0,.74.31,1.11.93,1.11s.93-.37.93-1.11v-1.63h1.69Z'/%3e%3cpath%20class='st0'%20d='M81.4,31.14h-1.8l-.31-2.07h-2.19l-.31,2.07h-1.64l1.82-11.39h2.62l1.82,11.39ZM75.9,19.2l1.52-1.91h1.71l1.51,1.91h-1.61l-.76-.95-.75.95h-1.61ZM77.32,27.52h1.73l-.87-5.76-.87,5.76ZM83.1,15.99l-1.76,1.91h-1.26l1.17-1.91h1.86Z'/%3e%3cpath%20class='st0'%20d='M84.86,19.75c1.78,0,2.67.94,2.67,2.82v1.48c0,1.87-.89,2.81-2.67,2.81h-.85v4.28h-1.79v-11.39h2.64ZM84.01,21.37v3.86h.85c.58,0,.87-.36.87-1.08v-1.71c0-.71-.29-1.07-.87-1.07h-.85Z'/%3e%3cpath%20class='st0'%20d='M93.51,19.75c1.78,0,2.67.94,2.67,2.82v1.48c0,1.87-.89,2.81-2.67,2.81h-.85v4.28h-1.79v-11.39h2.64ZM92.66,21.37v3.86h.85c.58,0,.87-.36.87-1.08v-1.71c0-.71-.29-1.07-.87-1.07h-.85Z'/%3e%3cpath%20class='st0'%20d='M98.8,31.14h-1.79v-11.39h1.79v4.88h2.03v-4.88h1.83v11.39h-1.83v-4.88h-2.03v4.88Z'/%3e%3cpath%20class='st0'%20d='M105.36,24.55h2.46v1.62h-2.46v3.34h3.09v1.63h-4.88v-11.39h4.88v1.63h-3.09v3.18ZM108.17,17.29l-1.76,1.91h-1.26l1.17-1.91h1.86Z'/%3e%3cpath%20class='st0'%20d='M112.2,19.75c1.78,0,2.67.94,2.67,2.82v1.48c0,1.87-.89,2.81-2.67,2.81h-.85v4.28h-1.79v-11.39h2.64ZM111.35,21.37v3.86h.85c.58,0,.87-.36.87-1.08v-1.71c0-.71-.29-1.07-.87-1.07h-.85Z'/%3e%3c/g%3e%3ccircle%20class='st1'%20cx='25'%20cy='25'%20r='20'/%3e%3cpath%20class='st0'%20d='M32.78,19.27c2.92,0,4.43,2.55,5.28,5.33l.71,2.17c.14.38-.33.75-.71.75h-5.61c.19-.33.24-.71.09-1.08l-.75-2.45c-.43-1.32-.99-2.64-1.79-3.77.75-.57,1.65-.94,2.78-.94h0ZM25,18.38c3.25,0,4.9,2.78,5.89,5.89l.76,2.45c.14.42-.33.8-.8.8h-11.69c-.42,0-.94-.38-.8-.8l.75-2.45c.99-3.11,2.64-5.89,5.89-5.89h0ZM25,11.35c1.74,0,3.11,1.37,3.11,3.11s-1.37,3.11-3.11,3.11-3.11-1.41-3.11-3.11,1.41-3.11,3.11-3.11h0ZM17.27,19.27c1.08,0,1.98.38,2.73.94-.8,1.13-1.37,2.45-1.74,3.77l-.8,2.45c-.14.38-.05.75.09,1.08h-5.56c-.42,0-.9-.38-.75-.75l.71-2.17c.9-2.78,2.41-5.33,5.33-5.33h0ZM17.27,12.91c1.51,0,2.78,1.27,2.78,2.83s-1.27,2.83-2.78,2.83-2.83-1.27-2.83-2.83,1.27-2.83,2.83-2.83h0ZM32.78,12.91c1.56,0,2.78,1.27,2.78,2.83s-1.23,2.83-2.78,2.83-2.83-1.27-2.83-2.83,1.27-2.83,2.83-2.83h0ZM27.07,28.56v.09c0,.57-.24,1.08-.61,1.46h0v.05c-.38.33-.9.57-1.46.57s-1.08-.24-1.46-.61h0c-.38-.38-.61-.9-.61-1.46v-.09h1.41v.09c0,.19.05.38.19.47v.05c.09.09.28.19.47.19s.38-.09.47-.19v-.05c.14-.09.24-.28.24-.47t-.05-.09h1.41ZM30.99,28.56v.09c0,1.65-.66,3.16-1.74,4.24-1.08,1.08-2.59,1.79-4.24,1.79s-3.16-.71-4.24-1.79l-.05-.05c-1.04-1.08-1.7-2.55-1.7-4.2v-.09h1.41v.09c0,1.27.47,2.4,1.27,3.25h.05c.85.85,1.98,1.37,3.25,1.37s2.4-.52,3.25-1.37c.85-.8,1.37-1.98,1.37-3.25v-.09h1.37ZM34.99,28.56v.09c0,2.78-1.13,5.28-2.92,7.07-1.79,1.79-4.29,2.92-7.07,2.92s-5.23-1.13-7.07-2.92c-1.79-1.79-2.92-4.29-2.92-7.07v-.09h1.41v.09c0,2.4.94,4.53,2.5,6.08,1.56,1.56,3.72,2.5,6.08,2.5s4.52-.94,6.08-2.5c1.56-1.56,2.5-3.68,2.5-6.08v-.09h1.41Z'/%3e%3c/svg%3e)