LỜI CAM ĐOAN

 !"#$%&'()#*+, /0/1+
23451$6478&9:;9<;=9>=?&>@;>=;=9>=A
'B&C&C2?D!DEF
+(&!"2%CG+8H2A
LỜI CẢM ƠN
I)J+KL((MN!
,&EOPQA'QR&STU'VW)J.#+ 
2/%&4X?J+K
Y2?/Z&2"7+
/8DA
L)E,&E%E(7[#F\?]
IX#&^E0/&C#2?"UF
DW"(_2?D(&%&A
Q/
Đỗ Hoàng Anh
MỤC LỤC
DANH MỤC SƠ ĐỒ HèNH VẼ BẢNG BIỂU
HÌNH
LỜI NÓI ĐẦU
'C2?.(7&E%&%+#&/M
(7I&/+EW!`HA$W
&E%&aB?2a(7?
b(7W2E+/ /C+3
./0F2A[W(_C/CHEXa
B/CDF/M^+2.
(7AcE/8/82FA$E+%
+ EHEW#DA'&
#BHE&&a22b)2U
+3./0!E+&##/

$()nfO()(M/H+E+J3&#BHEa
%&'()$*+, /0/1+234A
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CHƯƠNG 1: LÝ LUẬN CHUNG VỀ BÁN HÀNG Ở CÁC
DOANH NGHIỆP THƯƠNG MẠI
1.1. KHÁI NIỆM HOẠT ĐỘNG BÁN HÀNG TRONG VỚI DOANH
NGHIỆP THƯƠNG MẠI.
'B##BHEXaB#B
DF/,(2%W?/M^(7AR(7%IHE
+3%(7%IHEBEo0
B2FHEgEjE!A$E
+2HEE+3!.(7p
Y/+EWY/E+`()
(7B/#_AcE2I^
#B!+/LB2IDFqH
/M+()#A[qW`!B+
()#%D#BHEE(_
.(7W#_A-#BHEW(#
Bg()jHB^#B!B-R'4A
cEB(_o0BX2
(V&"0(_B?+
&WB2EA
1.1.1. Bán hàng là một phạm trù kinh tế
gcE&WEEE.!E8
Crks'tpX,!B*)aX
,!2E/CBE.o0.j
'8B?+&WWiH2?!HE
&WEEE.!E8CA'&W*
/D.HE/o02E&,(_0W
)SN?,NA

E+D&C_E&I!HaB2`#2E
8BHEB/WWHEBC
HE!(7?+/v/HE!
B*sC!(7&%v/HEA
1.1.3. Bán hàng với tư cách là một chức năng, một khâu quan trọng, một bộ
phận hữu cơ của quá trình kinh doanh.
'"B?+&HE(_Wfg4B2I`
D&?.#B2BHB+B
*Dh2!+&E#B
+/0DM/U&WEE.
!+38C!*jA
cE(7_+&(_W//M(E
B+,oB+*q2
U/00W/B+()/MB?+
&AcE8B&HY+,od)D
qy/MWU/0!/M(E
B!BM)HA
z
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Hình 1.1: Nội dung cơ bản của hoạt động bán hàng
1.1.4. Bán hàng với tư cách là một quá trình
k&?E+x?+HE/M(
EBHB+^HB+!%&`
+ xHE(B/A$EE?+
#?C?2UUHE!+A
R(XaHEB2I2?J!DE2A
cEqW/`B+()AR(?
2%vx,HB+HEE/D#
BW#BHEA
'"g].+()#jF!

1.2. VAI TRÒ CỦA HOẠT ĐỘNG BÁN HÀNG ĐỐI VỚI DOANH NGHIỆP
THƯƠNG MẠI
'8EB?+#BHE(W&HE
JB/ MDE2!+
()#L(/MC2?A
 Bán hàng là cầu nối trung gian giữa sản xuất và tiêu dùng.
cE+/02)HU(
%(+38?&(7VA
cE,/,++,IHp(_
/M(_8*.E.(7
X+`!EXBA
R+3/M0`D&*E.o0
!+3E.rks'tA[CvE+3
WHEW0`#E.!(7A'&
>>
/V#(72%SVB2%
7*2%WS
?+(_Ak(%.(7,+D2I
+()#+()%0W
((%.(7AcEB2IDF
DE(%Ak#B&+0/0,8)?
,+#+8,V?,VE
IAR7DE(%/0W2IHE(7
/(7VW(_,(7
(_E.()/M+3 (7
V(_+3+V_+/M&,!Am(%
(&W+38)?),++,HI
s,J+IHp*.E.(7A[Y7(
%+3 W(_o0(B2%(_C
+E,!(7V?/MW8

+3Yv/M^`WH.#2d
()(7#2A
 Kết quả hoạt động bán hàng phản ánh chất lượng hoạt động của doanh
nghiệp.
\?D#B2+Ei/0WE
#B2E+AcExB#B
CE#B!B+ARqW/`
#BH(C2%vB#BB
+E#HE#D??E#B2EA
]2?D!#BHEWEE(_(_E
/2E+/B)WEE(_HB
+#BAk#BHE+i
(_!?(_+X/#WHx(M
E#B2E}+EU!+0WB
LB?+L(BE?+}2UX#x#
UC!/D.}UCHE
2UHE?+L(%0^_HE
!+}Do0?H.%0`
DHE()#B2"w
R&&E+hip#B
BC2?B2%+BC2?x&
2%C&*A'.(7&%%&*fE!
#&CE+()#&//
?HB2E/M,%BI #
2?H?B8+J%(7+E+`
E2%*.(2W?&?2%B+#/2?
(&?%(72`&w(LE
BM?Y#/+EW!+L2%8&
*w2?+2%W&A4B+
%.(7B+UB2U&

0`HE(_C+3.(7AR.(7
(M?0`(_B+3+V_+/M.?!
#2E#Y(_/E+V_+/M
,2EL(2U+I+!+
/8!WW++3.(7HJI&
E2?#2"W(()/+3?/ME
2ECUw'E+/0C^_#BHE
0HE(_C+3W#C_
+A
cE/8EB%C?E#B(X+I`
a/82%(_C(a?E#B!
+ARE2E%DHE++
W+I`(_C%/C.(7)HBBC
.(7AR#.(7/+AD
HE(7VWW%/Cv/2
+#/#B,K()!+/(_#
+LWH?%/C2E
>~
//C.(7Ak#BHED?+?2E
I&WB2%DF!+A
]HE+WbHb(_E%D?.
(7(,.?2U0!2E#
.(7BH?B!E&?2?L(+2
?wW8CCE#B!+(#Y
#Y#BDHE#B#w
1.3. NỘI DUNG CỦA HOẠT ĐỘNG BÁN HÀNG TRONG DOANH NGHIỆP
THƯƠNG MẠI.
k#BHE+W(_f
 Các hoạt động mang tính nghiệp vụ
- R.(7)BHEHY%/(f

./0A4B+%B+H?0
(?L(E0!./0W##
+A /0B#B#/++JH
YC+/02EA'+#//C./0
()#xC+?E./0^_#BHEA$U
/7W#B!./0(7f./0C
HE./0HE/./0XA
- /0(MHEfE./0`DE+3
/()!+AT`0(Ev+3(7.
/0S+`W+IHE#2E8(/E 
+3!Xv+3!+V_+/M#!2EA
/0(MHEHYf./03H../0/C%
(/Mq(Mw$E./0&J+#
B!2ES)/)A
- /0HEf#B./0S82?+
2E/M+A[./0M/&W
?)(7V(MN2EFw
- /0XfYE./0(HHH(Kw
+3(/(7&/CEC2o0+3&?+0
VwpI2E&D€+
+/2EA
$EB0W!#BHE+()
(_H&I&f
1.3.1. Nghiên cứu, khảo sát thị trường, tìm cơ hội bán hàng.
k+3W*WHE2E
(7V.(72%+W(7o
0AHE.(72%W€.(7.
(7(B.WxWHEW*A
T&.(7|
'"DW#f'.(7*WED(%

R?B+2%E&*W+V_+/M&*!
.(7B+H#A4&*+V
_+/Jb+HB+.(7L(
&*!A
$)B2FJF)))&/8Dy#
)B2E?A$)B2?/M+#&HG
%//,&!2UE+)BA4B
+?2%%/C.(72W
)B2#_N,.(7/?}
qW,)B2%#_`+
A-W2%HaD)B#_`&E
&)8E()/02C!E+,
,&!%/C.(7,)a3H.,&!W+/M
oE()#ARE2E/M/%%
.(7E+W/M)B?/M
q#)BW+EW#B2!A
>:
'.(7)s,/CE#+3
*.(7A$W&.(7Y#2ED2%
+0B/h`!+A-+2%W&*.
(7"h!(_#++&*
W+V_+/M.(7A')?.(7&E
+V&B/2U!L(2U!.(7W
D&?."yHEqHEHE/M(_H
HE(?w2%B2%B.(7WD&?
.&`HI+(_Ak#B2
D&2%yEB?+?+`#BL(_
!+Ac#)B#_A#
HN&WN?+EL%Y(72
A\%,&!%/C.(72%2?/C

AR.(7"+()+E+&#+
%`E,&!"&,+"7WC
(#2G/C+`7L(IA
-+()+E+L(/(_WE
+(72?_+=+()+E+WW+E&(W
!8+()+E+A
 Bước 2: Xử lý thông tin
1oh%+I`EE%W#8%
%EI&S2?D}*_+
%ƒHB+XWB%+V_+/M
&,!+A
]E`oh%W?2+%q
&2+%W+(_%
`E,&!/2.+7A
'%2(_oh+,&!Bf
- 'EB!(7V/M+3!+
- $E#.(702U+EW/HE
- -0+32(_E(_y(/0.
(7
 Bước 3: Ra quyết định
-/%X(_+/oh+(
D&?./C?(_2?#qw+V_+/M.(7
XWA
1.3.2. Xây dựng các kênh bán hàng, hình thức bán hàng phù hợp với thị trường
đặt ra, phân phối hàng hóa vào các kênh bán hàng.
 Xây dựng các kênh bán hàng.
\HE+_++,oDE+I+
&&C/DHE+A1I&2HE?
+b+?+E+,oB&+/2F
p(+3!?&(7VVA$

(7VV2%DH22IA'"
J2&+?+?+D/M2E
!%D#hHEƒ!`%&A[C&h
vqHDF/W,.?L(q
W!2E8dX),A'&
+`Hd2HE(/&2EMA\+I+&`_+
=9
/MEq+bCqqC2HD
22U,0&A
- Kênh 2f(7+23;s„(7HEƒs„(7V
V
- Kênh 3f(7+23;s„(7HEH%s„(7HEƒs„
(7VVA
- Kênh 4f(7+23s„(7%Ms„(7HEH%s„(7HEƒ
s„(7VVA
[I&#2E?+"2%?+
8&+23?(7V+DE
E#hHEH%#hHEƒ&(7%MA…W
!S?&(7V)E#h+IHEƒ
+IHBX/+*H?)/ME#h`XAk)(7
VLa`a#hH&HECq
)E#hxHEBqBq8B
+23A
u2=(%8DEHEƒM
(EoME.Y?&(7VA
\n2+I++D=,#h#h
HEH%Y#hHEƒM?(_&(7VA\+I+
&Wi`&%!^HB+!2+I+
^HB+/8/0&H!/8+_+/M
W(?&(7VVA\+I+&

- cUB(DE+I+A
- ]h(_E2HEA
- P++,J+++EW.(7A
- '?2+`2I+I++3A
1.3.3. Tổ chức lực lượng bán hàng
RB!#B*(_HEHYE#
Bf
- Bước 1f1E.0/?(_!(_HE
c(M&(7(_W/I&DE?2??
(_HE!+A'DE*(_HE
,WiE0`/2?#HEWE.JBLHE
L()HE,A
- Bước 2f1E.)D&%!(_HE
'*)(_HED??`HE
!^%&+()E2HEXF*
)!(_HE(+I"q2X
*.h+I2EA
Q(_HEL(+`#%HE
(aM?D&%!(_HEA[W(_D&%
(_HEE+(7o0E/(_%
==
/,f
†$2E2E"(_+3
2E0A
†1E.(_%/",q+q2EH
,./M2E%/,,
q+.A
†'`E#HE
- Bước 3fI&?B/M(_HE
-/2(_%/^+,!(_HE

./0J?/HE2?_+/M/_`.
2E+#/+G+!E)DDhR(MA
'V&"0`/?(_28#
+F2&?#2EfPE}
O?EEqS+`}ko2%,C}
O,(aE2E(7&}OI+EN}O,
(aHW(_DEw
†kB_WXf
Hội chợ#BJ?()#(_+
B7/#B.W.W+(H&M
E./0p0`J3&2?)B2?_+
YHEE_+Y./0A
Triển lãm #BJ?()#%D/(H&
E/CEWMDEpaB/
J3&/HEA
R(/&%D/(H&E+WD
EM2h2?_+YHEEpJ3&qa
B/HEE.(7A
†cE?+fcE/()#!+
?+?+(7HE/M2EAR(7
v/0CA (7HEv/0&WD&C
a(7A
cE?+%E)H#B2!
+Ak#B&D?+?2E(a
M&`!+/(a!2EAR/L2`#
#y!+()(7A
†]%J/E#B2?()2Ef
]%JD/MD,Jp&&C
MMD,J2Ea/(M(f
&&&CD/MBY+8w

†'_+Y2`2?fQ22`2?_+YqdHp
+HE+3H.WC2
_+Y/MEA
ˆ $3H.W2EfVHEH%&HEƒ
+L,3H./C!#(_(_
W`/J"_+YA
ˆ T&WfV&"C2Xd/ME
_+Y&EHEƒ"D&.+,!B
//&W2E"E+()/&
(Mf#.W!(7HEr#2HXoE
#hw!+t}(7/r(7/H
HHEx(7/?Et}#.
W(7D&.r(7.W!(7tA
ˆ 'Ef/!0E/dH&
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Trích đoạn NHỮNG YẾU TỐ ẢNH HƯỞNG ĐẾN HOẠT ĐỘNG BÁN HÀNG Ở DOANH NGHIỆP THƯƠNG MẠI. TỔNG QUAN VỀ CÔNG TY THƯƠNG MAI CỔ PHẦN DỊC VỤ VÀ XUẤT NHẬP KHẢU MAXCOM MỘT SỐ KIẾN NGHỊ, ĐỀ XUẤT

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