1. NG&NGC ATB www.atb.edu.vn1

2. C Pwww.atb.edu.vn 2 3. ?1. i lao ng trong (trong lao ng n l v lao ng nh o) thc hin cng vic mt cch chuyn su, c o to trn c s nhng kin thc v k nng mang tnh chuyn mn v c bn ca mt ngh.2. p ng c y cc yu cu v chun mc (x hi, nghip v) ca ngh v chu sc p ca ngh trong s cnh tranh vn ln.www.atb.edu.vn3 4. ?3. Qu trnh hon thnh cng vic ca ngh tuntheo mt tp hp nhng quy nh v hnh vi ngx, th tc v cch thc hot ng ring.4. Mang tnh hip hi c tnh php nhn c xhi tha nhn.www.atb.edu.vn4 5. CCP NHT NHNG K NNG CN THIT CHO CC NH QUN L, LNH O www.atb.edu.vn 5 6. NH QUN L DOANH NGHIPCuc i ngi thuyn trng gn lin vi nhngchuyn i bin.Sau chuyn i bin u tin thnh cng, ngithuyn trng s c thm nim tin cho li contu cho chuyn vt i dng k tip.Tuy nhin, thuyn cng to th sng cng ln. Khidoanh nghip m rng quy m hot ng, nhngyu t th thch trn thng trng cng theo tng dn ln.www.atb.edu.vn6 7. NH QUN L DOANH NGHIP c thm sc mnh ca ngi cmli, nh qun l phi khng ngng cpnht nhng k nng khng th thiucho bn thn tip tc qun l doanhnghip thnh cng.Business Edgewww.atb.edu.vn7 8. TI SAO PHI CP NHTCC K NNG?THAY I L CI DUY NHTKHNG THAY Iwww.atb.edu.vn 8 9. TI SAO PHI CP NHTCC K NNG?TH GII THAY I NHANHCHNG, CHNG TA PHI THAY ITHEOwww.atb.edu.vn 9 10. TI SAO PHI CP NHTCC K NNG?V KH CNH TRANHMNH NHT L: HC NHANH HN I THwww.atb.edu.vn 10 11. PHNG PHPTIN HNH CC KHOA HCHc vin c ti liuGing vin trnh by bi ging.Trao i trc tip gia ging vin vhc vin.X l cc tnh hung thc tGing vin tr li cc cu hi cahc vin. www.atb.edu.vn 11 12. ITm quan trng ca vic nng cao k nng bn hng v chm sckhch hngtrong iu kin hin nay www.atb.edu.vn 12 13. BN HNGBn hng l mt k nng c thhc c v nm bt c binhng ngi c thi , nngkhiu, s nhn ni, mong c vtnh kin tr thnh cng. Kinh thnh v ngh thut bn hng www.atb.edu.vn 13 14. KINH T TH TRNGTRONG NN KINH T TH TRNG,SN PHM DO CC CNG TY SN XUT RA L BN. www.atb.edu.vn 14 15. KINH T TH TRNGSN PHM CA NN KINH T TH TRNG HI NHP GM 4 B PHN: HNG HA DCH V S HU TR TU U T www.atb.edu.vn15 16. KINH T TH TRNGTt c chng ta u sngbng vic bn ci g .Dng nh chng ta khng th thotc ci cht, thu v vic bn. Nh vn Robert Louis Stevenson Philip Kotler Marketing cn bn www.atb.edu.vn16 17. KINH T TH TRNG CHNG TA U L NGI BN HNG HT THY,T SNG N TRA V C CHIU TI NA(Elmer Wheeler) www.atb.edu.vn 17 18. KINH T TH TRNGPHI BN C SN PHMCc cng ty phi c mi nlc, mi c gng, mi bin php vcch thc bn c snphm, tc l c khch hng muatrong thc t. www.atb.edu.vn 18 19. KINH T TH TRNGTh gii ca chng ta ang ngy cngphc tp, nhng cng ngy cng ngin. Anh phi lm ra ca ci v phi bnc ca ci cho ngi khc. Phi ymnh lm sao bn c nhiu cngtt. B quyt ca mi s giu c, ngungc ca mi sc mnh, suy chocng, cng t m ra.(Ngun: Lao ng, 23/09/2004)www.atb.edu.vn19 20. KINH T TH TRNGS PHN CA CNG TY PH THUC VOVIC BN C SN PHM.NU BN C SN PHM, CNG TYNG VNG, TN TI V PHT TRIN, NUKHNG BN C SN PHM, CNG TYSUY TN, PH SN V RI KHI THTRNG. www.atb.edu.vn 20 21. KINH T TH TRNGi vi phn ln cc cng ty, khch hngk th truyn kip, m cc hnh ngkhng on trc c ca h (khchhng) lm b cc k hoch chinlc v sn xut-kinh doanh do cc cngty dy cng son tho ra.(Tng bin son tp ch Business WeekNgunS tay sng to, HCM City, 1004)www.atb.edu.vn21 22. KINH T TH TRNGS phn ca nhng ngi lm victrong cc cng ty cng ph thuc vovic bn c sn phm.Nu bn c sn phm, h c cngn vic lm, c thu nhp v tng lai,v nu khng bn c sn phm thngc li.www.atb.edu.vn 22 23. KINH T TH TRNGMc tiu ca Marketing l bn ctht nhiu. l mc tiu phi bit v hiu ckhch hng tht cn k, cng nh snphm v dch v thch hp vi h, k cchnh vic bn na. P. Drucker (Ngun: Philip Kotler-Nhng nguyn tc c bn ca Marketing)www.atb.edu.vn23 24. KINH T TH TRNG KHCH HNG C QUYNMua hoc t chi mua hng ha v dch vLa chn ngi bn hng muaKhng b bt k p lc bt hp l no khimua.(Ngh quyt s 39/248, ngy 9/5/1985, ca i hi ng Lin Hip Quc) www.atb.edu.vn24 25. KINH T TH TRNGVIC BN C SN PHMNGY CNG KHC HAI L DO CHNH: Khch hng thay i c bn.H c iu kin rng ri la chn. V vy, h cquyn lc hn. H p t tt c v a ra cc ihi cao hn, kht khe hn, c bit trong vic giaotip v phc v. Cnh tranh ngy cng gay gt;Cnh tranh trong nc, cnh tranh quc t. www.atb.edu.vn 25 26. KINH T TH TRNGCH BN C CI TH TRNG CN CH KHNG TH BN C CI MNH SN C www.atb.edu.vn 26 27. KINH T TH TRNG Ngy nay khng th bn c bn thn sn phm m ch cth bn c sn phm nhVN HA BN HNG www.atb.edu.vn 27 28. VN HA BN HNG1. THNG HIU2. S KHC BITC nt ring, c o v hng ha, v dch v vcch giao tip3. DCH V Tt c nhng g m ngi bn hng lm thm chokhch hng khch hng s dng sn phmchnh mt cch thun tin ti a. S hu h, s phc v tn tnh, chu o.4. GIAO TIP C VN HA, KHO LOwww.atb.edu.vn 28 29. THNG HIU NHN HIUoL ci c th ha cc gi tr m cng ty mun truyn ti, gii thiu rng ri ra th trng.oL hnh nh n tng v cng ty trong mi ngi tiu dng.oL cam kt ca cng ty i vi khch hngoCc yu t to nn mt nhn hiu: tn, l g, khu hiu, mu sc c trng, cm quan, m thut, mc gi.oM rng h thng nhn hiu, qung b, bo v nhn hiu. www.atb.edu.vn 29 30. S KHC BITTi cho rng cuc chin tranh ginh khchhng nh cuc chin tranh du kch. Nu bnmun ginh chin thng trong cuc chinny, iu quan trng hn tt c l phi c skhc bit, khng lm nhng g ging vi ttc nhng ngi khc.(UEF Saldell, Cu gim c k thut ca cng ty ALLGM, nh cung cphng u v trm pht sng gc v cc thit b khc cho h thng inthoi di ng) www.atb.edu.vn 30 31. S KHC BITKhi pht trin sn phm mi, phn quantrng nht ca chu trnh khng phi l tmgii php cho vn hin ti. Thay vo, cha kha ca thnh cng l phi phthin c cc vn Trng yu, m mt giiphp mi em li s khc bit ln v tip l t to ra gii php. (Leif Lundlad, nh sng ch v doanh nghip ni tingca Thy in, sng lp vin Interinnoventin)www.atb.edu.vn31 32. KHCH HNGTRONG NN KINH T TH TRNG, KHCH HNG LNGI QUYT NH www.atb.edu.vn 32 33. KHCH HNGKHCH HNG C XTTRN 3 MT:o Xt v mt kinh to Xt v mt khch hng l ngi tiudngo Xt v khch hng l nhng conngi-i tng ca giao tipwww.atb.edu.vn33 34. KHCH HNG XT VMT KINH T KHCH HNG L TI SN CA CNG TYwww.atb.edu.vn 34 35. KHCH HNG XT VMT KINH T KHCH HNGL TRUNG TM DUY NHT TO RA LI NHUN (Peter Drucker)www.atb.edu.vn 35 36. KHCH HNG XT VMT KINH TKHCH HNG L NGITO CNG N VIC LM V THU NHPCHO NHNG NGI LM VIC TRONG CNG TY (Peter Drucker)www.atb.edu.vn 36 37. KHCH HNG XT VMT KINH TCNG TY L CY, KHCH HNG GING NH R CY. CY CNHIU R TH MI TI TT VTR THNH CY TO.www.atb.edu.vn 37 38. KHCH HNG L NGI TIU DNGHy sn sng tr li tin khch hng, khi h mua hng ri khng thch em tr li.Hy sn xut ra nhng sn phm m khch hng thchHy bn cho khch hng nhng sn phm m khch hng thch(MITSUI, Nht Bn, 1950)www.atb.edu.vn 38 39. KHCH HNGL NGI TIU DNG KHCH HNG BAO GI CNG C L (Marshal Field, Hoa K, u tk XX)www.atb.edu.vn39 40. KHCH HNGL NGI TIU DNGLI CAM KT VI KHCH HNG iu 1: Khch hng lun lun ng iu 2: Thm tr khch hng sai, hy c li iu 1(McDonald, Hoa K, gia tk XX) www.atb.edu.vn40 41. KHCH HNGL NGI TIU DNG HY LNG NGHEV THU HIUKHCH HNG www.atb.edu.vn 41 42. KHCH HNGL NGI TIU DNGHY NHN TH GIIBNG CON MT CAKHCH HNG(P. Drucker) www.atb.edu.vn42 43. KHCH HNGL NGI TIU DNG Hy nghin cu khch hng ca anh, cn sn phm mit n s xut hin trong gic m ca anh(Mt lnh o ca cng ty General Electric) www.atb.edu.vn 43 44. KHCH HNG L NGI TIU DNGNu ta mun bit mt cng ty lm g, th chng taphi xem mc ch ca h.Ci duy nht xc nh mc ch ca cng ty lto ra khch hng.Ci m cng ty to ra khng phi l iu quan trngnht, n khng phi l tng lai v cngkhng l s thnh cng ca cng ty.Ci m khch hng ngh l h s mua v h cho lc gi tr mi l iu quyt nh. N s quytnh ci m cng ty s lm, n quyt nh vtr ca cng ty v c s tn vong ca n. (P. Drucker) www.atb.edu.vn 44 45. KHCH HNG CON NGIL I TNG GIAO TIPKHCH HNG L TT C MI NGI BN HNG L LM DU TRM H www.atb.edu.vn 45 46. KHCH HNG CON NGI L I TNG GIAO TIPNgi bn hng phi:o Thn trngo Nhng d khch hng l ai, ngi bn cyu khch hngHy yu qu khch hng, ch ng yu sn phm ca tawww.atb.edu.vn 46 47. KHCH HNG CON NGIL I TNG GIAO TIPCH C QUYN LCCA TNH YU MI C TH KHAI M TRI TIM CON NGI www.atb.edu.vn 47 48. KHCH HNG CON NGIL I TNG GIAO TIPTi yu thng nhngcon ngi y tham vng, v h c th mang li cho ti s hng khi www.atb.edu.vn 48 49. KHCH HNG CON NGIL I TNG GIAO TIP Ti yu thng nhng ngi tht bi, v h c th dy bo ti www.atb.edu.vn 49 50. KHCH HNG CON NGIL I TNG GIAO TIP Ti yu thng cc v vua, v hcng ch l nhng con ngi Ti yu thng nhng ngi hinha, v h l nhng ngi siu phm www.atb.edu.vn 50 51. KHCH HNG CON NGIL I TNG GIAO TIPTi yu thng nhng ngigiu c, v h l nhng ngic n.Ti yu thng nhng ngi ngho kh, v h l a s. www.atb.edu.vn 51 52. KHCH HNG CON NGIL I TNG GIAO TIP Ti yu thng nhng ngi trtui, v nim tin m h ang p .Ti yu thng nhng ngi gi, vs khn ngoai m h c th chia scng ti. www.atb.edu.vn 52 53. KHCH HNG CON NGIL I TNG GIAO TIP Ti yu thng nhng ngi xinhp, v ni bun trong mt h.Ti yu thng nhng ngi xu, vs bnh yn trong tm linh h. www.atb.edu.vn 53 54. II NHNG VN C TH V BN HNG VCHM SC KHCH HNGwww.atb.edu.vn 54 55. S KHC NHAU GIA MARKETING V BN HNGMarketing= Mt chu trnh c th bn c snphm U TIN PHI TM HIU NHU CU TH TRNG, T MI PHT TRIN V TO RA SN PHMBn hng= K thut bn sn phm n khch hng U TIN CHNG TA C SN PHM, VY TA PHI A N N KHCH HNG NH TH NO? LM TH NO T C MC TIU BN HNG?www.atb.edu.vn 55 56. S KHC NHAU GIAMARKETING V BN HNGTrong nh my, chng ti snxut nhng m phm, cntrong cc ca hng chng ti bn nhng hy vng.(Charles Revson, ngi ng u hng M phm REVSON)www.atb.edu.vn 56 57. LCH S BN HNGNgi Trung Hoa c i nu ln 4 iu c bn v bn hng www.atb.edu.vn 57 58. TRI TIMTI TIN KHCH HNG GN TRI TIM HCH KHNG GN U H www.atb.edu.vn 58 59. N CIKHNG BIT CING MCA HNG KINH DOANH www.atb.edu.vn 59 60. N CICc nh kinh doanh M lm victheo nguyn tc 3S:o SMILING:N cio SPEED:Nhanho SINCERITY:S tht th, lngtrung thnh www.atb.edu.vn 60 61. N CITi th thu mt c bn hng c hclc s cp m c n ci duyn cn hn mt c gi tt nghip i hcm c b mt lnh lng. (ng Thi, qun l nhn s mtca hng ln ti Qung Chu, Trung Quc) www.atb.edu.vn 61 62. N CINgay t lc bc chn vo ngh, ti hiurng, vi n ci trn mi, ti i n u cng cn tip nim n. Cho nn, trc khi bc vo nhkhch hng no, ti u dng li mt pht v nghti tt c nhng chuyn vui, nhng iu tt lnh mthng ban cho ti. ngh lm cho n ci n trn mi ca ti rngr hn ln, ti tnh nh a hoa.Th l ti g ca vi mt lng tin mnh lit. Phnln nh vo phng php ny m ti thnh cng. (Mt nhn vin bn bo him thnh cng nht o Mn, Trung Quc) www.atb.edu.vn62 63. BN HNGL S KHO LO N CHASAU B QUN O Pwww.atb.edu.vn 63 64. Ngi Trung Hoa nu cch rao hng MUA MT, CHO MTC s ca khuyn mi ton cuAi cng c gng cho khch hng ca mnh mt ci g www.atb.edu.vn 64 65. CHU TRNH BN HNGLI RA VO RA KHI CA HNGNHN NGM T XA CHM SCN GN CA HNGBC VONHN HNG HAXIN MI VOTHANH TONTM KIM MTHNG HA LIU TI C TH GIPNG/B C KHNG?www.atb.edu.vn65 66. NHN NGM CA HNG T XAHAI VN KHCH HNG QUYT NH TRCKHI I MUA HNG:THNG HIUHNG (CNG TY) CNG TYCA HNG NO?THNG HIU CA HNGCU HI TRAO I: KHCH HNG N CA HNG NO?www.atb.edu.vn 66 67. NHN NGM CA HNG T XASn phm vi thng hiuNI TINGGi bnC BIT CNH TRANHT vn cho khch hng CHUYN NGHIPGiao nhn, lp tTI NH, MIN PHBo hnh sn phm NG TIN CY, AN TMChm sc khch hng TN TNH, CHU O tng phc vMI LKhch hng trung thnh U I MUA SM www.atb.edu.vn 67 68. GI TR CA 10 THNG HIUMNH NHT TH GII NM 2003 (T USD) XP GI TR THNG HIUHNGTN THNG HIUCNG TY M200320022001 1 Coca-Cola 70,45 69,83 68,94 Coca-Cola Company 2 Microsoft 65,17 64,09 65,06 Microsoft Group International Business 3 IBM 51,77 51,18 52,75 Machine Corp 4 GE41,35 41,31 42,39 General Electronic Company 5 INTEL 32,11 30,86 34,66 Intel Corp 6 NOKIA 29,44 29,97 35,03 Nokia Corp 7 DISNEY29,32 29,25 32,59 Walt Disney Company 8 Mc Donalds 26,45 26,37 25,28 Mc Donalds Corp 9 Marlboro24,21 24,15 22,05 Phillip Moris Company Inc (Ngun: http://www.vnexpress.net ngy 9/8/2003, Tp ch Business Week) www.atb.edu.vn 68 69. NHIM V NHN VIN BN HNGD KHCH HNG VO CA HNG V L DO G:1. Gy n tng, gy thin cm (cm tnh), tha mnkhch hng Khch hng quay li Khch hng quenKhch hng trung thnh GI KHCH HNG2. Gy n tng, gy thin cm, tha mn khch hngKhch hng gii thiu khch hng mi nKhch hng thnh ngi qung co khng cng chochng taQung co truyn ming (ng tin cynht, t mo him nht) NHN RNG KHCH HNG www.atb.edu.vn69 70. KHCH HNG L NGIQUNG CO KHNG CNGCHO CNG TY www.atb.edu.vn 70 71. KHCH HNG NGN CA HNG N GN CA HNGKHCH HNG NHN G? www.atb.edu.vn 71 72. XIN MI VO(CHO HI) N TNG BAN U TONIM TIN, GY THIN CM www.atb.edu.vn 72 73. 10 LI NI U QUAN TRNG HN1000 LI NI SAU www.atb.edu.vn 73 74. 3 GIY U TIN BN PHI BNN TNG CA MNHTRC KHI BN HNGwww.atb.edu.vn 74 75. Nhng n tng tt ban ucha hn m bo bns bn sn phm,nhng n tng xu ban us lm n lc bn hng ca bn tht bi www.atb.edu.vn 75 76. YU T TO NN THIN CM B ng phc p L php, l , khim nhng Li cho chn tnh Li hi thm y thng cm Ging ni truyn cm Li ni hin du Cch ni mm mng Thi thn thin, ci m, nhit tnh T tin v ch ng.www.atb.edu.vn 76 77. HI BAN U KHI KHCH VO CA HNGKHNG DNG CC CU HI: Bc/anh/ch vo lm g? Bc/anh/ch mua g? Bc/anh/ch c mua khng?80% khch hng khi vo ca hng, cha bit c thmnh mua g. Cch hi trn lm h bn ln, ngingng, e thn khng dm vo. www.atb.edu.vn 77 78. HI BAN U KHIKHCH VO CA HNGHY DNG CCH HI CHO KHCH HNGVO CA HNG, H: C NGHE THY C NHN THY MUA C S THY MI CHO HI NGH www.atb.edu.vn 78 79. HI BAN U KHIKHCH VO CA HNG KHNG DNG CU HI:BC/ANH/CH C HIU KHNG? TRNH DNG CU HI TI SAO KHI KHCH N MUA HAY KHNG MUASN PHM CA TA. www.atb.edu.vn 79 80. PHT HIN NHU CU CA KHCH HNGKhch hng ch mua sn phm nu sn phm ph hpvi nhu cu ca h v em li li ch cho h.Lm sao khm ph nhu cu ca khch hng?Hy lun lun lng nghe v lun lun thu hiuNhng nghe l kh nht Ba tui hc ni, Su chc tui cha hc ngheHC NGHEwww.atb.edu.vn 80 81. LNG NGHELNG NGHE L KHA CNH QUANTRNG NHT CA QU TRNH BNHNG, NHNG N LI L K NNG YU KM NHT TRONG K NNG BN HNG CHUYN NGHIP(Ngun: Kinh thnh v ngh thut bn hng)www.atb.edu.vn 81 82. PHT HIN NHU CUCA KHCH HNG TM HIU NHU CU CA KHCH HNG, NGI BN HNG CN BIT T CU HICC CCH T CU HI Cu hi thmd Cu hiThi gianphn ng Cuhi nhhngwww.atb.edu.vn 82 83. THUYT PHC KHCH HNGBL L CN NGITRI L LTHUYT PHCBN NIKHCH TIMCHNGKHCH CHPNGHEHANGNHN KHCHDNG HNG CHPNGN NHN MUA NGMUANGN NGNNGNGTHIN CMKHNCRUNG CMG LI LI www.atb.edu.vn 83 84. NI KHCH HNG NGHE NGI TA CH NGHE ( TIP THU)CI M NGI TAMUN NGHE www.atb.edu.vn 84 85. KHCH HNG MUN NGHE GCNG THC FABF: FEATURE- C IM CA SN PHMA: ADVANTAGE- U TH NI TRI, S KHCBIT CA SN PHMB: BENEFIT- LI CH NHN C KHI MUA www.atb.edu.vn 85 86. THUYT PHC KHCH HNG MUA NGN NG KHNG LI B NG PHC THI : NHIT TNH, THN THIN, CI M, ON N CI NH MTwww.atb.edu.vn 86 87. THUYT PHC KHCH HNG MUA,NGN NG C LI GINGLI CCHNI NINIwww.atb.edu.vn 87 88. THUYT PHC KHCH HNG GING NIGING NI N TN, NH NHN LGING NI C SC THUYT PHC MNH M NHT www.atb.edu.vn 88 89. THUYT PHC KHCH HNG LI NITNG MT CU NI HAY QU HN TNG VNG BC CHU BULI NI HAY GIP NGI M HN VI LALI NI D HI NGI HN GM AONI NGT TH GT N XNGwww.atb.edu.vn 89 90. THUYT PHC KHCH HNGCCH NIIU BN NI KHNG LM NGI KHC CH M CHNH L CCH BN NIVI H NH TH NO www.atb.edu.vn 90 91. THUYT PHC KHCH HNG CCH NG X CA NGI BNKHCH HNG NU KIN, NGI BN PHI NHN XT LI V DN DT H THEO MNH ( BN)CI TI, BN NG CA CON NGI L CAO NHTT I, T TRNG, S DIN CA CON NGI L GH GM NHT.AI NU KIN G, TH H CHO L NG NHT V GI KIN N CNGNU TA BO H SAI, H CNG CHO H L NG. www.atb.edu.vn 91 92. THUYT PHC KHCH HNG CCH NG X CA NGI BNng phn bc bao gi c: chng ta s khngthay i c l l ca con ngi khc u. kin ca con ngi ta nh mt ci inh vy:Cng ng vo n (tc l cng bo ngi tasai), th cng lm cho n ln su hn (tc lcng lm cho ngi ta khng nh mnh lng).Dumas Fills www.atb.edu.vn 92 93. THUYT PHC KHCH HNG CCH NG X CA NGI BN KHNG NI KHCH HNG SAI, KHCH HNG LM VKHNG HIU G V SN PHM CA TA. HY CHP NHN KHCH HNG NG THEO L CAH, V TRN I KHNG C G NG SAI TUYT I SAU , TA DN DT KHCH HNG THEO L L CATA: L L PHI XC NG, C CN C, KHNG CNI HNH NH, C NG KHNG, C NGI NIVY. SAU , MONG KHCH HNG CHIA S QUAN IMCA TA V CHP NHN MUA HNG.www.atb.edu.vn 93 94. KHCH HNG MUN I XNH TH NO?1. HY GIP TI (KHCH HNG) MUA - NG BN CHO TITI GHT B BN HNG, NHNG TI LI YU THCH MUA HNG www.atb.edu.vn 94 95. KHCH HNG MUN I XNH TH NO?2. HY LNG NGHE KHI TI NI TI ANG C GNG NI VI BN(NGI BN) V CI TI MUN MUA, NHNG BN LIQU QUAN TM N VIC BNCHO TI CI G BN C. www.atb.edu.vn 95 96. KHCH HNG MUN I XNH TH NO?3. HY NI CHO TI L DO TI SAO SN PHM CA BN LI L CN THIT CHO TI.4. HY CHO TI S LA CHN, V TI QUYT NH. NHNGHY A RA CHO TI NHNG LI T VN. www.atb.edu.vn 96 97. KHCH HNG MUN I XNH TH NO?5. HY NI VI TI V TH HINCHO TI THY BN S PHC V TI SAU KHI TI MUA HNG CA BN6. HY NI VI TI V CHNG MINH CHO TI THY GI C CA BN L HP L. www.atb.edu.vn 97 98. KHCH HNG MUN I X NH TH NO?7. NG TRANH CI VI TI THM TR NU TI SAI, TI KHNG MUN MTNGI BN HNG KHN NGOAN NO CH BO TI (HOC C GNGCHNG MINH) L TI SAI. BN C TH THNG TRONG CUC TRANH CI, NHNG BN S MT MT VMUA BN.www.atb.edu.vn 98 99. KHCH HNG MUN I X NH TH NO?8. NG NI VI TI RNG, NHNG GTI NGH V LM L SAI LM9. NG COI THNG TI10. NG LM CHO TI CM THYRI RM.www.atb.edu.vn 99 100. KHCH HNG MUN I X NH TH NO?11. HY LM CHO TI CM THY TI L MT NGI C BIT12. HY LM CHO TI CI(Ngun: Kinh thnh v ngh thut bn hng)www.atb.edu.vn100 101. THUYT PHC KHCH HNGTRC KHI RA KHI CA HNG Ngi ta chia tay nhau,ngi c tin th tng tin,cn ngi c hc vn v c hnh th tng li ni.Lo T www.atb.edu.vn101 102. CHM SC KHCH HNG3 XIN XIN CM N XIN HN GP LI XIN LIN Hwww.atb.edu.vn 102 103. CHM SC KHCH HNG N TNG U TIN L QUYT NH,N TNG CUI CNGTN TI MI MI(Ngun: Ngh thut m phn)www.atb.edu.vn 103 104. HAI MT CA BN HNG .BN SN PHM (HNG HA, DCH V)C HAI MT MT MT GIAO TIP CHUYN MN - NG X VINGHIP VKHCH HNG www.atb.edu.vn 104 105. HIU BIT SU SC SN PHM CA BNHY HIU BIT TNG TN V SN PHM CA BN.NM R SN PHM CA BN C S DNG NHTH NO LM LI CHO KHCH HNG. S HIUBIT TNG TN V SN PHM S MANG LI CHOBN S CH NG T TIN TP TRUNG VO BNHNG. BN C TH KHNG THNG XUYN SDNG KIN THC V SN PHM TRONG NHNG LICHO HNG NHNG N LI EM N CHO BN ST TIN BN HNG. (Ngun: Kinh thnh v ngh thut bn hng) www.atb.edu.vn105 106. HAI MT CA BN HNG MT CHUYN MN NGHIP VNI LN S THNH THO, TINH THNG NGH NGHIP CANHN VIN BN HNG1. Hiu k v hng ha: Nguyn liu, cng ngh sn xut Tnh nng s dng ca hng ha: Nhng cim; u th ni bt; li ch em li cho khch hng.2. Hiu bit v cc dng dch v, chnh sch m cngty cung ng cho khch hng. www.atb.edu.vn 106 107. HAI MT CA BN HNGMT CHUYN MN NGHIP V3. Hiu bit v hng ha, h thng dch v ca ith cnh tranh.4. Thnh tho cc k nng: s dng thnh tho cccng c lao ng, cc thao tc nghip v.5. Cc k nng khc.www.atb.edu.vn 107 108. HAI MT CA BN HNG MT GIAO TIP V NG X VI KHCH HNG Hiu tm l khch hng Gy thin cm, khng b c cm Thi , li ni, n ci, nh mt v.v Cc k nng giao tip: k nng thuyt phc, knng thuyt trnh, k nng x l phn nn, k nnglng nghewww.atb.edu.vn 108 109. HAI MT CA BN HNGQUAN H GIA 2 MT K THUT GIAO TIP KHCH HNG KHNG MUA SN PHM HAY DCH V, M H MUA GII PHPCHO VN CA H www.atb.edu.vn 109 110. HAI MT CA BN HNGQUAN H GIA 2 MT K THUT GIAO TIP Thnh cng trong thng v (bn hng)ch ph thuc 20% vo kh nngchuyn mn - nghip v, 80% cn li ph thuc vo lng ham mun tip xc vi khch hng tim nng mi. www.atb.edu.vn 110 111. HAI MT CA BN HNG QUAN H GIA 2 MT K THUT GIAO TIPV SAO CNG TY B MT KHCH HNG?Khch hng b giao dch mua hng vi cng ty v cc l dosau: 3% l do khch hng chuyn ch 5% l do quan h tt vi cc cng ty khc 9% do gi cao hn 14% do sn phm km 69% do nhn vin cng ty giao tip km, phc vti(Ngun: Nguyn Anh Thi, Lm sao gi c khch hng) www.atb.edu.vn 111 112. HAI MT CA BN HNGQUAN H GIA 2 MT K THUT GIAO TIP TI SAO NGI BN HNG THT BI?THEO MT S CUC IU TRA TON QUC M, NHNGNGI BN HNG THT BI V: 15% thiu s o to, c v sn phm ln k nngbn hng. 20% do k nng ni v vit km 15% do gim c hoc ngi qun l km 50% do thi th hin khi bn hng (Ngun: Kinh thnh v ngh thut bn hng)www.atb.edu.vn112 113. HAI MT CA BN HNG QUAN H GIA 2 MT K THUT GIAO TIPTRONG BN HNG, NGI BN HNG PHIRT THN TRNG V K THUT, NHNGKHI T NGI BN SAI K THUT, NGIBN PHI CHU, CH KHNG LI VTRANH LUN VI KHCH HNG.www.atb.edu.vn 113 114. HAI MT CA BN HNG QUAN H GIA 2 MT K THUT GIAO TIPTRONG BN HNG, NHNG SAI ST V KTHUT D C KHCH HNG THA TH,CN NHNG SAI ST V GIAO TIP TH KHC KHCH HNG CHP NHN V THATH.www.atb.edu.vn 114 115. THAY I KHI NIMBN HNG C INBN HNG HIN I www.atb.edu.vn 115 116. S KHC NHAU GIABN C IN BN HIN I BN C INBN HIN I1 Mt hnh ng tc thi trao Qu trnh li cun, thu hthng, nhn tin v gi khch hng2 Mt hnh ng th ng, ch Mt hot ng ch ng,i tch cc3 Khch hng tm n vi ngi Ngi bn tm n khchbnhng4 Bn l vic lm ring ca Tt c mi ngi trongnhn vin bn hng, phng doanh nghip tham giamarketing bn hng www.atb.edu.vn 116 117. BN HNG HIN ITt c mi ngi trongdoanh nghip phi thng nht trong mtn lc chung l bnc sn phmwww.atb.edu.vn 117 118. M HNH BN C, 10% 1 XY DNG TNH CM 20% 2THM D NHU CU 30% 3TRNH BY THUYT PHC 40% 4KT THCwww.atb.edu.vn118 119. M HNH BN MI , 40% 1 XY DNG TNH CM 30% 2THM D NHU CU 20% 3TRNH BY THUYT PHC 4 10%KT THCwww.atb.edu.vn 119 120. BN HNG HIN ICHI PH THU HT V DUY TRMT KHCH HNG MI BNG 5 LN CHI PH B RA THA MN MTKHCH HNG V ANG THNG XUYN N VI CNG TY(Courtsy L.L. Bean, Freeport Maine)www.atb.edu.vn 120 121. BN HNG HIN I c c mt li nhun t mtkhch hng mi bng li nhun t mtkhch hng c mt ln ct t quanh lm n vi cng ty, phi b ra mtchi ph bng 16 ln.(Courtsy L.L. Bean, Freeport Maine)www.atb.edu.vn 121 122. BN HNG HIN IKHCH HNG NI B(Mi nhn vin u c khch hng ca mnh)Ngay c khi cng vic ca bn khng phi l trctip cung cp dch v cho khch hng, th bn vnl cu ni vi khch hng di dch v cho mtngi khc v ngi ny s c iu kin cungcp dch v cho khch hng mt cch tt nht. T chc hot ng kinh doanh ca doanh nghipnh hng khch hng ch thc www.atb.edu.vn122 123. BN HNG HIN IBN HNG CHA BAO GI L S NLC N C. HY CNG TC VINHNG NG NGHIP V HP TCVI KHCH HNG CA BN (Ngun: Kinh thnh v ngh thut bn hng) www.atb.edu.vn123 124. BN HNG HIN ITNH HUNG S PHC HI CA HNG HNG KHNGTHUA L SCANDINAVIACc hng hng khng i th ct gim chi ph,th hng hng khng lm g?Bng cch thay i t duy ca ton b nhn vin vs tha mn khch hng, hng ny c gng nngcao mc phc v mi im tip xc vi khchhng.Thit lp uy tn nh mt hng hng khng s 1th gii cho nhng thng gia. www.atb.edu.vn 124 125. BN HNG HIN IBN QUAN H QUAN H L TI SN LN CA CNG TY CNG TY NO NHIU QUAN H THGIU, BN C SN PHM V THNGTRONG CNH TRANH V NGC LIwww.atb.edu.vn 125 126. BN HNG HIN IBN QUAN H NU S DNG CC K NNG BN HNG, BN CH C TH KIM C CHT HOA HNG T TIN BN HNG, NHNG BN XY DNG C TNH BN V NHNG MI QUAN H, BN C TH C C C MT TNG LAI THNH VNGwww.atb.edu.vn 126 127. BN HNG HIN I2 C TRNG CA QUAN H QUANH NY LM NY SINH QUAN HKIA, T , TO RA TI SN MI CHOCNG TY CNGGING NH TIN BC, QUAN HPHI C TCH T T T N NHIU www.atb.edu.vn127 128. BN HNG HIN ICC QUY TC SUY RA Tt c mi ngi trong cng ty u c bn phn thamgia qu trnh thit lp v gn gi cc quan h. Mt khch cng qu, hai khch cng qu Khch mua nhiu cng qu, khch mua t cng qu,khch vo ca hng khng mua cng qu. Khch giu sang cng qu, khch ngho cng qu. Khng c ni ng/b khng mua th thi?www.atb.edu.vn128 129. BN HNG HIN IBN QUAN HBN BNG QUAN H MI C NHIU SNPHM, CN BN NGU NHIN L T.KHCH HNG, NGOI VIC MUA SN PHM, RTMUN MUA QUAN H VI NGI BN CHNGTA. V V VY, NGI BN CHNG TA, NGOIVIC BN SN PHM, TH TRC HT PHIQUAN TM N VIC BN QUAN H VI KHCHHNG.(KIM KELLY, ngi bn gii M mt thi k) www.atb.edu.vn 129 130. BN HNG HIN ITrong giao tip ni chung, v giaotip bn hng ni ring, chng taphi dng hai ch c v khngtrong ch khng l b him,v trt ni khng l khng mimi, khng bao gi.www.atb.edu.vn 130 131. BN HNG HIN ICC KT LUN SUY RA Khngdng cu hi Bc/ng/ch c mua hng khng Khng dng cu hi khch hng gia mt th cnbn vi ch khng Cn dng cch hi khch hng la chn gia nhngth cn bn vi nhau a ra cho khch hng cc phng n la chn. Tu trung li, ta khng dng ch khng v khchhng ni ch khng. www.atb.edu.vn131 132. CH KHNG NI KHNG VI KHCH HNG, BN PHI C S CHP THUN CAB PHN QUN L CP CAO(QUY NH TI CNG TY L.L) (Ngun: Kinh thnh bn hng)www.atb.edu.vn 132 133. BN HNG HIN IBN QUAN HK SCH 1 NM KHNG GBNG TRNG LAK SCH 10 NM, KHNG GBNG TRNG CYK SCH LU DI, KHNG GBNG TRNG NGI(Trung Hoa. Ngun: Lch bo Nhn dn, 24/9/2001) www.atb.edu.vn 133 134. BN HNG HIN I BN QUAN H D hai ch C v Khng ngn ngi n bao nhiu chng na, vn i hi chng ta suy ngh ht sc cn trng trc khi ni n (vi ai )(PYTAGORE) www.atb.edu.vn134 135. BN HNG HIN I HU BN HNGHU BN HNGHU BN HNG TT HNHU BN HNG TT HN NA Ai lm hu bn hng tt, Th bn c sn phmV thng trong cnh tranh.www.atb.edu.vn 135 136. BN HNG HIN I HU BN HNGHu bn hng l ton b nhng g m ngibn cn tip tc chu trch nhim v tip tclm thm cho khch hng sau thi imnhn tin v trao hng.Tt c nhng vic lm l mt h thng dch v hu bn hng hay sau bn hng.www.atb.edu.vn136 137. HU BN HNG CC YU T CA H THNG DCH V HU BN HNG Sa cha sn phm hng sau bn min ph. Bo hnh sn phm Cc dch v k thut:iu chnhVn hnhHng dn s dngCung cp ti liu hng dn s dngo to www.atb.edu.vn 137 138. HU BN HNG CC YU T CA H THNG DCH V HU BN HNG Cc dch v lin quan: Chuyn ch Hng dn, theo di s dng ti hin trng Chu trch nhim v sn phm Dch v u raH thng x l phn nn v khiu ni ca khch hngH thng chm sc khch hngGi quan h vi khch hng sau bn www.atb.edu.vn 138 139. HU BN HNG Nu bn chm sc v phc vtt khch hng, h s gip bn khng bao gi cn ngun khch hng tim nngwww.atb.edu.vn 139 140. HU BN HNG DCH VDCH V TUYT HO S TO NN S QUA VICKHCH HNG QUAY LI (NGUN: KINH THNH V NGH THUT BN HNG) www.atb.edu.vn 140 141. HU BN HNGTRIT L N GIN DCH V TI S YKHCH HNG CA BN N VI I TH CNH TRANH(Ngun: Kinh thnh v ngh thut bn hng) www.atb.edu.vn141 142. HU BN HNG QUAN IM TCH CC V PHN NN, KHIU NI CA KHCH HNG Cng ty nn hoan nghnh khch hng gp kin, khiu ni.Khng c gp , khiu ni ca khch hng, cngty khng th hon thin hot ng kinh doanh Cng ty hc tp c nhiu t nhng khiu nica khch hng Cng ty nn gii quyt khiu ni ca khch hngmt cch nghim tc.www.atb.edu.vn 142 143. HU BN HNG PHN I CA KHCH HNG L PHN NG T NHIN KHNG TH TCH RIQU TRNH BN HNG BN HNG CH BT U KHI KHCH HNGPHN I NGI BN HNG CHUYN NGHIP THYRNG KHI KHCH HNG PHN I L LC HCN THM THNG TIN L DU HIU CHO THY KHCH HNG ANGCN NHC NGH CA BN L C HI BN A RA GII PHP www.atb.edu.vn 143 144. HU BN HNGBN HNG BT U KHI KHCH HNG NI KHNG SPHN I THC RA LI C TH CHO THY S QUAN TM TI SN PHM CA NGI MUA KHIKHCH HNG PHN NN, BN C C HI CNG C MI QUAN H VIC BN HNG CN LUN THC HIN C KHI KHCH HNG NG MUA HNG CA BN LN KHI B H T CHI www.atb.edu.vn 144 145. HU BN HNG PHC V KHCH HNG KHNG TT S GY HI LN CHO CNG TYMtkhch hng khng tha mn s ni li cho 8 10 khch hng khcNu cng ty 1 khch hng c n tng xu, th phi to ra 12 n tng tt sa cha iu (Ngun: Nguyn Anh Thi, Lm sao gi c khch hng) www.atb.edu.vn145 146. HU BN HNGTI SAO KHCH HNG B CNG TY? C mt khch hng khng hi lng, cng ty s mtkhong 5 khch hng tim nng. xy ra mt v khiu kin nh, cng ty mt 25 khchhng. Nu xy ra mt v khiu ni ln, hoc xy ra tranhkin, s khch hng ct t quan h vi cng ty s rtln, khng di 25% lng khch hng n nh.www.atb.edu.vn146 147. HU BN HNGCNG TY CA CHNG TA C NHIU KHCH HNG Nhiucng ty ch bit c 4% tng s nhng khch hng khng tha mn 96% cn li, d cha hi lng, cng khng nu kin phn nn, v 91% trong s ny s khng bao gi quay li giao dch mua hng ca cng ty na trong tng lai. www.atb.edu.vn147 148. HU BN HNGGII QUYT TT PHN NN CA KHCH HNGNu gii quyt tt cc phn nn ca khch hng, th 70% s khch hng, tuy khng tha mn nhng c gii quyt vn cn thn, s tip tc quay li giao dch mua hng ca cng ty.Nu phn nn c gii quyt ngay lp tc, th c ti 95% khch hng, tuy khng tha mn, s tip tc tr li mua hng ca cng ty. (Ngun: Nguyn Anh Thi, Lm sao gi c khch hng)www.atb.edu.vn148 149. QUY TRNH GII QUYT KHIU NI, Khiu niChuyn nTip nhn khiu ningi lin quan Khng thNghin cu khiu ni gii quytGii php gii quyt Thng bo chokhch hng Kim tra gii php Ghi li bn cht gii php Thng bo cho KHHon thnh Ph bin bn cht vn Bo co C s d liu Pht trin Phn hi gip hon thinwww.atb.edu.vn 149 150. HU BN HNG CC QUY TC X L PHN NN CA KHCH HNGBt k mt li phn nn no ca khch hng, d l nh nht, phi c lng nghe.Bt k mt li phn nn no ca khch hng, d l nh nht, phi c lng nghe v x l.Bt k mt li ni phn nn no ca khch hng, d l nh nht, phi c lng nghe v x l kp thi.Khi x l phn nn ca khch hng, ta khng c ni h nhm, h sai, h khng hiu g v sn phm ca ta.www.atb.edu.vn 150 151. HU BN HNGCC QUY TC X L PHN NN CA KHCH HNG Khi khch hng n trc tip phn nn hoc phn nn quain thoi, chng ta phi ng x nh sau: Cm n khch hng v h c gp . Chia s s lo u v quan tm ca h Chp nhn iu h nu l c th xy ra (khng ci khchhng) Ta a ra cch thc gii quyt v mong h chia s. www.atb.edu.vn 151 152. KHCH HNG KH TNH Hiu chin, gy g Gy cm gic kh chu Hay tc gin v c Hay i hi, yu sch Hay ch trch Hay ni Hay tranh lun Hay lng l, khng dt khot www.atb.edu.vn 152 153. LM VIC VIKHCH HNG KH TNH Hylng nghe khch hng cn thn, to chokhch hng c hi ni ra mt cch y Hy tp trung vo vn , khng n c nhnkhch hng Hy lm vic theo hng tho g vn v lmcho khch hng hi lng Hy tun th chnh sch, quy nh ca cng ty.Nu yu cu ca khch hng tri vi quy nh cacng ty, hy gii thch cho h. www.atb.edu.vn153 154. LM VIC VIKHCH HNG KH TNHXT CHO CNG, KHCH HNG KH TNH L NGI QU KCCH GII QUYT TRONG THC T:HY K HN Hwww.atb.edu.vn 154 155. LM VIC VIKHCH HNG KH TNH XT CHO CNG, CHT LNGPHC V KHCH HNG TH HIN MC THA MN CA Hwww.atb.edu.vn 155 156. LM VIC VIKHCH HNG KH TNHKhch hng cm thy tha mn khi nhng g thuc nhiu hn h mong i.S MONG KT QUS THAI< THU C= MNDCH V TT HN MONG Iwww.atb.edu.vn 156 157. CC CP BC VGI TR KHCH HNG,Li th so snhS gia nhp th trngGI TR KHNGMONG I Gi tr caGI TR GI TR nim vui vMONG IKHAO KHT s kinh GI TR Gi tr m Khng mong ngc da C BN khch hng i nhngvo sGi tr cn mong i c s rt hoan mong i vthit cho c trong nghnh nuni khaomt cuc mt cuc iu xykht camua bnmua bn ra khch hngwww.atb.edu.vn 157 158. S CC YU T QUYT NH CHT LNG DCH V NHN CCht lng dch v l kt qu ca s so snh gia dch v mongi v dch v nhn c.,Cc yu t quyt nh Thng tinKinh cht lng dch vtruyn Nhu cunghimc nhn ming qu kh 1.Tip cn 2. Giao tip 3. Tnh tin cy 4. Tnh sn sng 5. Nng lc, k thutDch v mong i 6. C x lch s Cht 7. Uy tn lng 8. S an tondch 9. Tnh hu hnh hav Dch v nhn nhn 10. S hiu bit khchc c hngwww.atb.edu.vn 158 159. YU T C BN QUYT NHCHT LNG PHC V1. TNH TIP CN: m bo kh nng tip cn ddng, c ngha l: Dch v d tip cn (in thoi, trc tip hocthng tin i chng). Thi gian ch dch v khng qu lu Thi gian hot ng thun tin v tr thun tin cho phng tin dch v. www.atb.edu.vn 159 160. YU T C BN QUYT NHCHT LNG PHC V2. TNH TIN CY C: Bao gm s thc hinthch hp v c tin cy. Thc hin dch v ng ngay ln u Doanh nghip tn trng nhng thng ip truynthng ca mnh, ng thi bo m:Tnh tin ngGhi chp chnh xcThc hin dch v ng k hochwww.atb.edu.vn 160 161. YU T C BN QUYT NHCHT LNG PHC V3. TNH SN SNG: Bo m dch v khi nocng c th tha mn nhu cu ca khchhng, bao gm:Quy ch, th tc dch v thun li, d dng.Giao dch dch v nhanh chngKhch hng c th ti trong mi tnh hungDch v nhanh, tha mn tc thi.www.atb.edu.vn161 162. YU T C BN QUYT NHCHT LNG PHC V4. NNG LC: l k nng v kin thc thchin dch v, bao gm: Kin thc v k nng ca nhn vin cung cp. Kin thc v k nng ca nhn vin tr gip Kh nng nghin cu, qun l iu hnh ca tchc.www.atb.edu.vn162 163. YU T C BN QUYT NHCHT LNG PHC V5. C X LCH S: Tnh lch s, thi tntrng, quan tm, thn thin ca nhn vin cung cpdch v. Quan tm ti ca ci, ti sn ca khch hng. Nhn vin cung cp c thi thin cm, lch s,hp dn.www.atb.edu.vn163 164. YU T C BN QUYT NHCHT LNG PHC V6. GIAO TIP: C nng lc hng dn khch hngbng li ni ngn gn h hiu v lng nghe h.Cn ch ti phong cch, thi i vi nhngkhch hng khc nhau (kiu cch vi ngi chc, thng thn n gin vi ngi bnh thng)vi ni dung l: Gii thch dch v Gii thch gi c ca dch v Gii thch s chuyn giao dch v v chi ph. m bo vi khch hng vn s c giiquyt.www.atb.edu.vn164 165. YU T C BN QUYT NHCHT LNG PHC V7. UY TN: S tin tng, trung thc lm cho khchhng hi lng, vui v trong lng h, c th l: Tn cng ty S ni ting ca cng ty Tnh cch ca nhn vin cung cp dch v phc tp trong hot ng chuyn giao dch v www.atb.edu.vn 165 166. YU T C BN QUYT NHCHT LNG PHC V8. S AN TON: Khng nguy him, khng mohim, khng nghi ng. An ton v vt cht. An ton v ti chnh B mt www.atb.edu.vn 166 167. YU T C BN QUYT NHCHT LNG PHC V9. TNH HU HNH HA: Bao gm nhng duhiu vt cht ca dch v Phng tin vt cht Gng mt thn thin Cng c v thit b to ra dch v u mi vt cht ca dch v Nhng khch hng trong h thng dch v www.atb.edu.vn 167 168. YU T C BN QUYT NHCHT LNG PHC V10. S HIU BIT KHCH HNG: l hiubit nhu cu ca khch hng, gm: Hc tp, o to nhng k nng ring bit theoyu cu ca khch hng. Ch ti nhu cu c nhn Tha nhn khch hng quen.www.atb.edu.vn 168 169. 9 NGUYN TCTHA MN KHCH HNG1. Hy cao li ch lu di, qun i nhng li chtrc mt.2. Bit gi ng li ha vi khch hng3. Nn thit k sn phm t v tr ca khch hng.4. Lun ch n s thay i nhu cu cu khchhng.5. ng bao gi l l phn nn ca khch hng. www.atb.edu.vn169 170. 9 NGUYN TCTHA MN KHCH HNG6. Nn ginh khch hng qua vic nng cao chtlng dch v, trnh ginh khch hng qua vic hgi.7. Cn gi lin lc vi khch hng, k c sau khibn.8. Nn nh tn ca khch hng.9. Chm sc khch hng sau bn: Thip cmn, chc mng ngy sinh nht v.vwww.atb.edu.vn170 171. CC HNH THC BN HNG MI SIU TH NHNGQUYN THNG MI CHUI CA HNG THNG MI IN Twww.atb.edu.vn 171 172. CHUI CA HNGCHUI CA HNG L MNG LI CA HNGBN L C TIU CHUN HA V VN HNHKINH DOANH C TNH THNG NHT, CC CHCNNG QUN L, CHUN B NGUN HNG GI CC TP TRUNG VO DOANH NGHIP CHUI(M), CC CA HNG CH YU CH THC HINNHIM V BN HNG THEO K HOCH CDOANH NGHIP CHUI (M) THNG QUA. (Ngun: Tp ch Qun l kinh t, CIEM, s 9, 7+8/2006) www.atb.edu.vn172 173. NHNG QUYNTHNG MI8/12/2006, HP NG NHNG QUYN THNGMI C CHNH THC K KT GIA HTHNG SIU TH IN MY CARINGS CA CNGTY TNHH THNG MI TIP TH BN THNH VITP ON SIU TH BN L IN T HNG UCA NHT BN BEST DENKI. VI HP NG NY,CARINGS VIT NAM S HON THIN DCH V,CNG NGH QUN L, O TO NHN S, GNTN TUI CA MNH VI MT THNG HIU C KHNG NH MNH TRN TON CU (Ngun: Thng mi, 12/12/2006)www.atb.edu.vn173 174. MI QUAN HCNG TY NHN VIN KHCH HNG, NHN VIN BN HNG KHCHCNG TYHNG www.atb.edu.vn 174 175. VAI TR CANGI BN HNGVai tr ca ngi bn hng l bn sn phm (hngha v dch v), nhng quan trng hn: Bn l i din cho cng ty cng ty chnh lbn. Bn l ngi gii quyt vn hoc to ra rc ri. Bn trc ht l ngi i din cho li ch cakhch hng. www.atb.edu.vn 175 176. NGI BN HNG CHUYN NGHIPNHIM V CA NHN VIN BN HNG PHM CHT NHN VIN- Gii thiu sn phm hay dchBN HNGv ca cng ty n khch hng -Qu mn khch hng- Bn c sn phm-Trung thnh vi cng ty- Duy tr khch hng hin ti- Thu ht khch hng tim nng-Trung thc- To dng uy tn cho cng ty -Nhit tnh, ch ng- Th hin v th cho cng ty -Cn trng v chu o (First News)www.atb.edu.vn 176 177. NGI BN HNGCHUYN NGHIPPHM CHT NHN VIN BN HNGNgi bn hng xut Kin nhn v lngsc lun ngh nnghekhch hng v mong L , khim nhngmun lm vic vi T tin, mnh dnkhch hng mi H tr v hp tc vilc, mi ni.ng nghip www.atb.edu.vn 177 178. NGI BN HNG CHUYN NGHIPNgi bn hng xut sc Ngi bn hng xutt mnh vo v tr khch sc khng bn hng hng v tr li cu hi:ha, dch v, m bn Nu ti l khch hng,ti s mong i g snnhng li ch khchphm dch v v thi hng thu c tngi bn hng? hng ha, dch v. www.atb.edu.vn178 179. NGI BN HNGCHUYN NGHIP Ngi bn hngNgi bn hng xutxut sc bn sc bit lc no l thch hp t cunhng im khc hi nh ng vobit trong snci ti tm l ca phm ca mnh. khch hng.www.atb.edu.vn 179 180. NGI BN HNGCHUYN NGHIPNgi bn hng xut Ngi bn hng xut sc bit cch trnh sc nhy bn trong vic nm nhng tn hiuby v sn phm vmua hng v c nimgip khch hng a tin vng chc vo sra quyt nh muathnh cng ca thnghng v.www.atb.edu.vn 180 181. NGI BN HNGCHUYN NGHIPNgi bn hng xut sc bit rng bt kNgi bn hng mt ngi no cng xut sc bit ktc kh nng gip bn ch khng hay gy tn hi n bao gi to racng vic kinh doanhca mnh.k th.www.atb.edu.vn181 182. NGI BN HNGCHUYN NGHIPNgi bn hng xut sc khng ni nhiu Ngi bn hng v bn thnxut sc khngmnh, thay vo hbin minh cho thtlun tm hiu v lngbi ca mnh.nghe khch hng.www.atb.edu.vn 182 183. K NNG CSKH & NGH THUT BN HNG CHUYN NGHIP THE END www.atb.edu.vn 183