Giải pháp nâng cao chất lượng dịch vụ khách hàng Bảo hiểm tại Công ty Bảo hiểm Hà Nội

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&D$G<R, )- *C9$aH
 Q+
&9a<F%SL>?*@$#C9$
aHKQ.
3.1.2.1. Trong nước 85
3.1.2.2. Khu vực và thế giới 86
3.2. Một số đề xuất cho hoạt động marketing của các doanh nghiệp
Việt Nam 87
&7F c*QI
&d3T@/R<#QI
&&8 T<#e, )- *@$#>A
>BC9I
3.3. Giải pháp để tăng cường áp dụng Marketing xuất khẩu ở Việt
Nam 91
&&93$4_>?:, )- I
&&D$G$fH:, )- $3>P*
@$#I
&&&7$M! 4##<? M$G<;:, )-
$@$#I&
&&+9K%Ve PJ@$#>A>
BI.
KẾT LUẬN 96
TÀI LIỆU THAM KHẢO 97
PHỤ LỤC 101
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DANH MỤC CÁC BẢNG BIỂU
Trang
Bảng 1.1.Thị trường xuất khẩu tập trung và thị trường phân tán 20
Bảng 1.2. Sự khác biệt giữa tiếp cận thị trường và chiến lược thị
trường 22
Bảng 1.3. Đặc điểm và chiến lược marketing 29
Biểu đồ 2.1. Mục tiêu marketing 48
Hình 2.2. Ví dụ về Website điện tử của 1 DN nước ngoài ở Việt Nam
55
Bảng 2.3. Các loại hình marketing 56
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LỜI MỞ ĐẦU
1. Tính tất yếu của chuyên đề
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?<?$/#F !@3" TPo$aH 
C9 TFA?4#   X$)#?
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#};G  ($>V#x#>K<?
KT<~1V•, K *KP
K"$;4# !C9<[N>P
_.*]"^fH>?, )- <[N;>)<?>R%
<!>K@$#YS#$@$#4#4>3$(H
#4>KR1G!<FG$;e C9
)$P1K
2. Mục đích của chuyên đề
93$fH>?eG>, )- *@$#
>A>B*C9DFA<VVaX##a  $@$#
(, ), )4#- >$, K/@$eGC9
4#]"^
YS#$@$#4#4>3$_
, )- <F<?a#L<F#Fe VC
9
Website: http://www.docs.vn Email : lienhe@docs.vn Tel : 0918.775.368
3. Đối tượng nghiên cứu của chuyên đề
"4# P_ , )- V*@$
#>A>B*C9DEXS0<>)<? !V(
N<$G<;, )- *@$#DEXP
_ aT<`>?R1oa>_<!>K@$
#*C9C94#]"^
4. Phạm vi nghiên cứu
pC?ER€9P_ (H>_$
@$#>A>B*C9
WC?E1€9P_ $G<;, )- *@$
#C9AaH<T>aX<` C9
4#]"^
5. Phương pháp nghiên cứu
qx#e##`#o$o#36#>Ka (
!Po>4@OL 4<FB>)<?:E|>4@Oa
 <F<1!*<($>#F<)KC#e## 4
*T *=@ T>4X__@O>$P_ 
6. Kết cấu của chuyên đề
9$1N<% oX(a>Uo@O ($oO
O) * TP<?!#~&e€
Chương 1 €"` >?, )- $@$#>A>
B C9>;! !
Chương 2"/G#@O, )- $@$#
>A>B*C9
Chương 3Y(##>•<-TG>#@O, )
- $@$#>A>B*C9
Website: http://www.docs.vn Email : lienhe@docs.vn Tel : 0918.775.368
Chương 1. Tổng quan về marketing xuất khẩu trong các doanh
nghiệp vừa và nhỏ của Việt Nam và một số kinh nghiệm quốc tế
1.1. Lịch sử hình thành, khái niệm marketing xuất khẩu
1.1.1. Lịch sử hình thành
9 ~!*<%$>@OTAX<% *$
1<!>K $<`$9HI2.%<% PPKoR
: p;eAN"$T$<[VaP <$G<;
 €R<[>(, )aEX?<‚#$
ƒ<[<? TPU> |oR<F0UU
o0V T?/0 o$?)T~>%R6
V T?(
Y$7:$„Q.pQQ+…1<% P#e3TP_
)f$•;_H4# >!)*
RTeG;R><EX* (L•> S
ƒ<[G$aROeX(*<G
P_ >#361o;@ >e) *1o6
(o6Xo,SXo6@O†
9H.o]j<[@GT;$(#-N1
DG0`#uT>„:‡…
:<S$=*V, )AaH<% *ˆN
:fo#FA ;*$(KIIpI&o<EX
K_"$aH&>+*ˆ>
a>)<?*V, )N3 s 9? eN<NgoD_
>? K:O<66$<$GT$#e
##f 4 R$C$aH5$<? G
TG}o#_G#=>/#@OT<N
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;9VRM<*@O$,6#RT|@O$
 (L$X;,[;X(
1.1.2. Khái niệm
" 4a<@O%<% P>$HIIP(<1<G0
:N:f><HI)(1<G0N:fXU<% (@GT
RTD=`#>?*##$€:@G$G
<;*$K•$([a % >$ !*0R 
$<`D=TX$x((, )>,[;F
€
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;X;#4) *1
p:$ !/$KV<a_OF<F$([a
% 3 ,:$ !*$1RA#F><<XN
<? o6o,[;:$ !<@Ge % ? 
9>4TVFF •€: ,<>G$
 % $ ! O(#-
9V V)?  >? TPSVF
 <G@o<V >? T?!> <G
p8  T?!€'$~$G<;(, )@$oP
 <>K@|(#-A(, )<1P O;
!
p8 <G€_H (LRT>?E`_> (L
$X;$G<;(, )@$A>#>X_ 1
P O % 4/>?(#-OF<P> TF(#-<VK
1P O;!
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:  (L6,[;1<V3>4#
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<`a#-V>Ka1
P<XF c/M@ZKK$<14#
$GoS#@$##36o/<G$ 4>$([
% P O(#-
1.2. Các chiến lược marketing xuất khẩu trong doanh nghiệp vừa và nhỏ
9TTT? RT<#P<FNRT
@$$# !#O>O1$% D3T;*<? 
0$$G<; !$><0 !$o;
<[NP#`XN@$#‰PG*RTe
G$ !@$/T<`<E6* >% P
1K•/T<`PO*R1G
1.2.1. Chiến lược marketing quốc tế
8 !$<!>K@$#VF,; o ( !
x>$E=VF<= €
8 !$/#FR*RT$ ; !
34#K<FN;1(#->$G<;
8 !$VP </<;*R1> L>
aT !(N6;RT 3<$G<; !$
RTP; V=aRT>K_H
>O $R1 @=P}V_$G<;
 
1.2.2. Tiếp thị toàn cầu
:_<;$)*;#$% 4#<$< !o;
RT$G<;;UU>Ka#6P N_)#o, )
PK$Ea>x[`6*K>;`_@ T
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)RTT}Xx;$G(#-$x_N0e
9GRT< !F •$G<;$?  !><?
M(#->6*V$A !#6P N_$
Š7$GTP  -$6P  -$>$
:;(*T *RT$% KN !@3
;>1TNP<~)91‹TN6o
ŒGN6>?<E6*(#-<FV<(#-V)
!>)#e
1.2.3. Bản chất của marketing quốc tế
1.2.3.1. Định nghĩa
:X$~a$G<; <3T
pu361>1?H
pR$G<>#F(#-$TP % #(,
<<OF$;e6#
pu3#!(#-$ P#3#! )#@>OT
6$TP %
p8 (X(#-X$~ ($>X•<F$X$>K@Z
>?(#-T@>OT T#O(#-
K(TB[ % X•? 
pD#(#L*(#-<!>K•
;$( 4>ATT<% 
p@>Of 4>#f 4#O>O(K> 
X•O<6M[ % >A<VVFN;<1$/~
G@ T>#F3 @*RT
DF @ T)a !>V 
$ !V>@>O<#, TP XPK>?
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6o@1<F TM<V>|_T <!>KT
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T6>6<V
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