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#1(&())*$%2#.
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8IJ=K8LM
Chương I: NKOP6QRS8LT@U8VJ6WEX8U8VJM
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JJ+E())*+_
<+E714`"%,a#$%&())*+_
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Chương II: @c8>?@U8VJ@d6J8JE6WeKfJE<G
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c. Đội ngũ quản lý và bán hàng+<B
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^+)*,\])1D7*#,"%,<b
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EX8U8VJ^G
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 E'&())*`",-0Y•#y0#&]`"j
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1.1.2.1.Chủ thể kênh và người sử dụng cuối cùng
*Người sản xuất
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`"%,a#`".]0\ƒ$%!%#7)+
1.1.2.2.Các trung gian marketing.
* Trung gian thương mại
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*Các hãng phân phối vật chất
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0]0'"*w#$%&(+

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,Y•#1]"&'…•!\%,(%&]yv'v`".h
&'1(&(+6-5#1(&(&2#†
7"‡'$%ju"x`"%,a#•Š#"#x)
ju"x!57"0 #!70'0#0 #$%a+
b.T7m quan tr8ng c9a các thành viên kênh
 6Dju"xxjj)/$%a`"%,"##%y
0#1(&(v'`"%,a#Zju"x!\%
1,"##%+v1-2#$%2#.,(,Y•#)‡" 
,\])10 #$%1(&(+6!‡ ju"x
],%,Y•# jYg#$%v#`"%#Y•)
)*40Y%,%0#/i104.0$1h1(&(.1-
a"#x) 0Y•#!".x0'!Y%j)/0]5#,Y•#
("!w#"*w#+8#Yg ju"x*)u!w#5#ˆ%#
‹$%-0',%,Y•#)4Dj)/1|!\%1

–# [•##„)`"jv)
j71YZ#%$%‚#0 #$%#Y•))*+
 =#0#04"(y•j \#Y•#u".(
0 ###.$%1(&(!\%1(""/Yg#
—

Yg#$%1(&(0Yg)j,#
)#"#x)!57"zj0#.4
0]+
 =#0#%[%0Yg\7•0# &j
•#[#$%))*1DY}#$%ju"x%.
(""/0†]i)04",%‹0!7ju"0v+
@])i[%, #Z1`",-0#3#g)yvY•#
(`"%D *(""/&(Yg#+
1.2.1.2. Kiểm tra hoạt động của các thành viên kênh
E',%0 #$%1(&(%#ƒFYD%"
') ,'(""/0Y•#0 #$%1(&(
'7 #1(&([#1D(""/+
': h"|0 #$%1(&(+
a. Phát triển các tiêu chuẩn đo lường hoạt động của thành viên kênh
,#&v(""/&j`"%170Y•#0 #
$%1(&(ju"xˆ!‡#&]g).]"2)j
&]`"j0 #$%1(&(yxj0 #)*
g)$%1(&(y0 $%ay[0 ,%
1(&()j0YZ#04"yYZ#%•#,Y}#$%a
O59CDP6
0 #(""/`"%,a#x1%.0Yg!w#x
0'0#0 #$%1(&(,#Y]y]"a%0 #
$%1(&(&2#*-v'v1x0hj.
E&',%0 ##Y•`"j4i,#)7#Y%

&j•##$%ah"ju"x,•#4])j
0#&j•##$%1(&( ,\])…
•#0#5##Y•#$%a+#1(
&(}[0 "2+
8ju"x)j„‡'D.]"*%"™
9<:>*Yg##Y•j"1(&((`"%0]!~#j
)/$%#Y•ju"x
9^:[0 '"]&š"i$%5##Y•$%1(&(
9F:o".hg$%#Y•&5#j)/"/ju"x
O"6CD?<61.2.
4`"%,a#$%0 \$%1(&(0*1D
ju"x1!~#j)/$%v40Yg0#0„#[Y
(""/&
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&(+
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0 #$%1(&]
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1.2.1.3 Áp dụng các tiêu chuẩn đánh giá hoạt động của thành viên kênh
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a. Phân chia các đánh giá hoạt động
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9<:0 #

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0 #3#'+YZ#)).#ƒBYD
C•YD<\%a(""/1)YZ#))0Y•#
0 #(`"%+
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GC<G+
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"/0v+
C•YDB@0#$%‚#(""/u’“,a#0Yg
 #0‹u])#0 # ž1(&(+
)*7*7ZA[2.//0
,(Z}&',%&]`"j0 #$%&(y&'2,Y•#
10#1(&(4)j]0h"|&(0'0)
[#1D5#0h"&7D$%,Y•#+
a. Những trường hợp điều chỉnh kênh
<B
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CE2#00Yg‡("]&]&(+
CE]`"j0 #$%1(&(&’
C0 $%&#1`",-"%#$%&#,(
,Y•#%.03
C@v\•#,Y}#,Y•#yj)/".'%##%0D
,#"&€*#yv\,%+
Cl"x#75#&'"&(D+
b. Các dạng điều chỉnh kênh
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i)l8#7)(=%>5%•-+(!%.0h"
&7@2#.i)2#1,Y•#h,"#67
8%+
7nnn8.5%@4Z0Ygu.!\#E"@2#8#7)
,8vy)*@4Zy•‡00)[#"4"*Z$%
#Y•("!w#0ƒ#•#2#@ˆ"#+@‰#,#•#%.y
@2#.‰#u.!\#l8#7)E6iv0%|a%F^…#
6••y)*ƒ@+
7nn:@[".'03@2#.3)41#<^
•^GGF103(@2#.@3)4>5%678%)wg)1D
-[0 #$%@2#.+
7nnm"%"v@2#.@3)45%>L~+•#1*0h"7
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7nno"%*3)4~$%0*(!%,#@2#.
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&8.>5%8#71#.FG#G_•^GGByv0%
|0…E"@2#8#7)@ˆ%~y|8#7+
C(!%1D>•,%•+60'i)@2#.8
(=%>•,678%1#—•^GGB+>j)/04"(
$%(!%%#YZ#7" ,&0Yg"#,%,Y•#104"
#5%•^GGb+
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@1#.<˜#G<•^GG_y&0v1*$%3#@2#.
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$%@2#.+
C}~#EE%#)*ƒ@1#
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*#2#07ˆ+~#&"#x)!1‡YY1x!

O"BB2E5<F9?<dQ*
o"%0'u.!\#YZ#7"2#)j\\%'"
#Y•("!w#y#Y•("!w#,"#\7‡("x
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8•^GG˜yh&]678%,j`"%h"]0 #!j
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])‡!".,-*0 •#,Y}#xYg#+E]„•^GG˜y3#!%
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8%?+
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•0/.!\),'1w##".(7"5%YZh•{1h
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