Chng 1. I TNG V PP NGHIN CU CA MN HC 1.

Khi nim Thng mi: l lnh vc trao i hng ha, lu thng hng ha thng qua mua bn bng tin trn th trng. Qun tr kinh doanh thng mi: L s tc ng c t chc, c nh hng ca cc nh qun l ln i tng qun l pht huy u th ca h thng, s dng hiu qu cc ngun lc (hin c, tim nng, k c con ngi) tn dng mi c hi v thi c hp dn trn th trng nhm t c li nhun trong hot ng kinh doanh. Kinh doanh thng mi: l dng tin ca, cng sc, ti nng ... vo vic mua hng ha bn (bun bn hng ha) nhm mc ch kim li. 2. c im ca DNTM - i tng lao ng l cc sn phm hng ha hon chnh - Cc qu trnh kinh t, i vi cc DNTM mt kinh t l ch yu vi khch hng l trung tm - Hot ng chuyn mn ha trong ni b tng DN cng nhng gia cc DN b hn ch so vi cc doanh nghip sn xut - Tnh cht lin kt tt yu gia cc doanh nghip hnh thnh nn ngnh kinh t k thut tng i hp 3. Tinh thn doanh nghip v trch nhim x hi ca doanh nghip Chng 2. MI TRNG KINH DOANH CA DNTM

Chng 3. QUN TR TIU TH HNG HA TRONG DNTM 1. Phn tch qu trnh mua hng trong DNTM

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Chng 4: QUN TR CHUI CUNG NG HNG HA CA DNTM 1. Cc hnh thc bn hng trong DNTM C hai hnh thc bn hng c bn, l hnh thc bn hng c in v hnh thc bn hng hin i.

Hnh thc bn hng c in: l hnh thc bn hng m vic mua bn ch din ra

khi ngi bn v ngi mua trc tip gp g, trao i v tha thun v tn hng, s lng, cht lng, gi c v cc iu kin mua bn khc. Bn hng theo hnh thc ny th ngi mua ch ng tm ngi bn cn ngi bn th ng ch ngi mua. C th thc hin theo hai phng php: bn hng c nh v bn hng lu ng .

Hnh thc bn hng hin i: l hnh thc bn hng m ngi bn v ngi

mua khng cn tip xc trc tip vi nhau m thng v vn c th din ra. Hnh thc bn hng hin i c thc hin di nhiu phng php khc nhau: t chn, siu th, bng th tn, qua in thoi, hi ch trin lm, trn mng internet . 2. V tr ca hot ng bn hng trong DNTM (tm quan trng) 4.1 Tm quan trng ca tiu th hang ha trong DNTM 4.1.1 Khi nim - Theo ngha y tiu th l qu trnh gm nhiu hot ng lin quan n vic bn hng: NCTT, nghin cu ngi tiu dng, la chn xc lp cc knh phn phi, cc chnh sch v hnh thc bn hng, tin hnh qung co, cc hot ng xc tin v cui cng thc hin cc cng vic bn hng ti im bn. - Trong DNTM tiu th hng ho c hiu l mt hot ng bn hng. Hot ng bn hng trong DN l 1 qu trnh thc hin chuyn quyn s hu hng ho cho khch hng v thu tin v hay c quyn thu tin v do bn hng. Kt qu tiu th hng ho trong DN l khi lng hng ho m DN thc hin c trong 1 thi k nht nh hay n l lng tin (DT) m DN thu c do thc hin hng ho trn th trng trong 1 thi k. M: DT
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Pi: Gi bn 1 n v hng ho loi i Qi: S lng bn ra ca hng ho loi i

Tiu th hng ho l 1 hot ng c trng, ch yu ca DNTM, l khu cui cng ca hot ng KD hng ho. V vy c tm quan trng c bit i vi hot ng TM. Tiu th hng ho c thc hin trong qu trnh bn hng ca DN nh hng ho c chuyn thnh tin, thc hin vng chu chuyn vn trong DN v chu chuyn tin trong XH, m bo phc v cho cc nhu cu XH. Tiu th hng ho c ngha quyt nh i vi thc hin cc mc tiu v chin lc m DN theo ui, thc y vng quay ca qu trnh ti sn xut, gp phn thc hin cc mc tiu kinh t XH. Qua hot ng bn hng DN chim lnh c th phn, thu li nhun, to dng v th v uy tn ca mnh trn th trng, th hin kh nng v trnh ca DN trong vic thc hin mc tiu ca DN cng nh p ng cho cc nhu cu ca SX v tiu dng XH. 3. Phm cht c bn ca ngi bn hng

Nng n, c tc phong cng nghip. T tin Ham mun tin bc (y l phm cht ngh nghip) Bit thng cm vi khch hng, bit gt b ci ti Ham thch bn hng .

Tt c nhng phm cht trn c xem xt trn gc chung v trong mi tnh hung bn hng. Tuy nhin cc doanh nghip cn phi xc nh nhng phm cht v kh nng c ch nht cho mnh i vi th trng v sn phm c th. Chng 5: DCH V KHCH HNG CA DNTM 1. Khi nim, c im ? Khi Nim v dch v
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Dch v l mt khi nim kinh t hin nay c cc nh kinh t v nh qun l quan tm nghin cu. trong thc t tng thu nhp quc dn ca mt nc (GDP) cng nh doanh thu ca mt doanh nghip khng th tnh n s ng gp ca lnh vc dch v. Theo pht trin ca lc lng sn xut x hi v s tin b ca khoa hc cng ngh, t trng dch v trong tng sn phm quc ni hoc trong GNP cc nc pht trin thng kh cao (ti 80% GDP hoc GNP ). Vy dch v l g? C nhiu khi nim v dch v C tc gi cho rng: dch v l ngnh kinh t ln th ba trong nn kinh t quc dn. Dch v nm trong cu trc nn sn xut x hi, ngoi hai lnh vc sn xut vt cht ln l ngnh cng nghip v ngnh nng nghip ra cc ngnh cn li u l dch v. cc ngnh sn xut vt cht to ra cc sn phm hng ha hng ha vt cht, ngnh dch v to ra sn phm dch v. Sn phm dch v khng tn ti di hnh thi vt phm c th nhng dch v lm tha mn y kp thi cc nhu cu sn xut v i sng sinh hot ca mi ngi to ra s phong ph tin b v vn minh trong x hi. C tc gi li cho rng: dch v l khi nim ch ton b cc hot ng m kt qun ca chng khng tn ti di hnh thi vt phm. Hot ng dch v bao trm ln tt c cc lnh vc vi trnh cao, chi phi rt ln n qu trnh pht trin ring v ton th gii ni chung. Dch v khng ch bao gm nhng lnh vc truyn thng nh vn ti, du lch, thng mi, ngn hng, bu in.. m dch v cn lan ta n cc lnh vc rt mi nh bo v mi trng, dch v vn ha, dch v hnh chnh, t vn php lut C tc gi li nh ngha: dch v l mt hot ng hay li ch cung ng nhm trao i, ch yu l v hnh v khng dn n vic chuyn quyn s hu. vic thc hin dch v c th gn lin hoc khng gn lin vi sn phm vt cht.. chng hn nh thu phng khch sn ghi tn tin gi vo ngn hng; i du lch bng my bay; i khm bnh a t i sa.. Cc nh ngha trn v dch v u ng s khc nhau ca cc nh ngha l do tc gi khi qut di cc gc i khc nhau. Vic hiu dch v theo ngha rng hay theo ngha hp ty thuc vo tnh cht v phm v ca dch v, ty thuc vo i tng nghin cu v mi quan h trng doanh nghip hay ton nn kinh t quc dn.
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Tm li, c th nh ngha dch v mt cch chung nht l : dch v l nhng hot ng c ch ca con ngi to ra nhng sn phm dch v, khng tn ti di hnh thi sn phm, khng dn n vic chuyn quyn s hu nhm tha mn y , kp thi thun tin v vn minh nhng nhu cu sn xut v i sng x hi ca con ngi. Cc kiu dch v c th c xem xt trn 3 kha cnh: - Dch v thun ty l dch v khng c sn phm vt cht km theo hoc khng c cc dch v b sung khc. V d : vn chuyn n ng a im tha thun; khm bnh cho ngi bnh ch ghi n thuc - Dch v chnh c km dch v b sung. - Dch v c km theo sn phm vt cht hoc mua bn sn phm vt cht c km theo dch v c im ca dch v nu nhng c im ca hot ng dch v c th so snh vi hot ng sn xut vt cht thy r hn s khc bit - Th nht, Hot ng dch v m sn phm dch v do n to ra khng th xc nh c th bng cc tiu chun k thut hoc bng cc ch tiu cht lng mt cch r rng. Ngi c phc v ch c th nh gi bng cc gic quan ca minh nh nm, ngi, thch th trn c s cm nhn thng qua danh ting hoc thc t c phc v. - Th hai, Hot ng dch v to ra sn phm dch v v tiu dng dch v din ra ng thi. Sn phm dch v khng th ct tr c trong kho, c th lm phn m iu chnh s thay i tht thng ca nhu cu th trng. - Th ba, sn phm dch v li ph thuc rt cao vo cht lng tip xc, s tng tc qua li gia ngi lm dch v v ngi c phc v - Th t, Hot ng dch v i hi c p ng ng a im v thi im nht nh. Tnh hnh kinh doanh cc loi hnh dch v trong DNTM ??? CHNG VI: XC TIN BN HNG TRONG HOT NG KINH DOANH THNG MI
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1. Hot ng khuyn mi hng ha dch v 1. Khi nim v khuyn mi v cc hnh thc khuyn mi a. Khi nim v khuyn mi Khuyn mi l hot ng xc tin thng mi ca doanh nghip nhm xc tin vic mua bn hng ho, cung ng dch v bng cch dnh cho khch hng nhng li ch nht nh. b. Cc hnh thc khuyn mi Theo Lut Thng mi (2005) cc hnh thc khuyn mi c xc nh l: - a hng ho mu, cung ng dch v mu khch hng dng th khng phi tr tin. - Tng hng ho cho khch hng, cung ng dch v khng thu tin. - Bn hng, cung ng dch v vi gi thp hn gi bn hng, gi cung ng dch v trc , c p dng trong thi gian khuyn mi thng bo hoc ng k. - Bn hng, cung ng dch v c km theo phiu mua hng, phiu s dng dch v khch hng c hng mt s li ch nht nh. - Bn hng, cung ng dch v c km phiu d thi cho khch hng chn ngi trao thng theo th l v gii thng cng b. - Bn hng, cung ng dch v km theo vic tham d cc chng trnh mang tnh may ri m vic tham gia chng trnh gn lin vi vic mua hng ho, dch v v vic trng thng da trn s may mn ca ngi tham gia theo th l v gii thng cng b. - T chc chng trnh khch hng thng xuyn, theo tng thng cho khch hng cn c trn s lng hoc tr gi mua hng ho, dch v m khch hng thc hin c th hin di hnh thc th khch hng, phiu ghi nhn s mua hoc cc hnh thc khc. - T chc cho khch hng tham gia cc chng trnh vn ho, vn ngh v mc ch khuyn mi. - Cc hnh thc khuyn mi khc nu c cc c quan qun l nh nc v thng mi chp nhn.
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2. Hng ho dch v c khuyn mi v hng ho dch v dng khuyn mi - Hng ho, dch v c khuyn mi l hng ho, dch v c doanh nghip s dng cc hnh thc khuyn mi xc tin bn, cung ng hng ho dch v .. Hng ho, dch v c khuyn mi phi l hng ho dch v c kinh doanh hp php. Hng ho, dch v dng khuyn mi, mc gim gi khuyn mi c quy nh nh sau: - Hng ho, dch v dng khuyn mi l hng ho, dch v c doanh nghip dng tng, thng, cung ng khng thu tin cho khch hng. - Hng ho, dch v c doanh nghip dng khuyn mi c th l hng ho, dch v ma doanh nghip ang kinh doanh hoc hng ho dch v khc. - Hng ho dch v dng khuyn mi phi l hng ho dch v c kinh doanh hp php. 3. Quyn v ngha v ca doanh nghip thc hin khuyn mi v cch thc thng bo thng tin khuyn mi a. Quyn ca doanh nghip thc hin khuyn mi La chn hnh thc, thi gian, a im khuyn mi, hng ho, dch v dng khuyn mi. Quy nh cc li ch c th m khch hng c hng ph hp vi quy nh ca chnh ph. Thu doanh nghip kinh doanh dch v khuyn mi thc hin vic khuyn mi cho mnh. T chc thc hin cc hnh thc khuyn mi. b. Ngha v ca doanh nghip thc hin khuyn mi Thc hin y cc trnh t, th tc theo quy nh ca php lut thc hin cc hnh thc khuyn mi.. Thng bo cng khai cc ni dung, thng tin v hot ng khuyn mi cho khch hng theo quy nh ca Lut Thng mi. Thc hin ng chng trnh khuyn mi thng bo v cam kt vi khch hng. Tun th cc tho thun trong hp ng dch v khuyn mi. c. Cch thc thng bo thng tin khuyn mi
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* Trng hp chng trnh khuyn mi phi c s chp thun ca c quan Nh nc c thm quyn th c quan phi gi b mt chng trnh ni dung khuyn mi do doanh nghip cung cp cho n khi chng trnh c c quan Nh nc c thm quyn chp nhn. * Thng tin phi thng bo cng khai: - Tn ca hot ng khuyn mi - Gi bn hng ho, gi cung ng c khuyn mi v cc chi ph c lin quan giao hng ho, dch v c khuyn mi cho khch hng. - Tn, a ch, s in thoi ca doanh nghip thc hin khuyn mi. - Thi gian khuyn mi v a bn hot ng khuyn mi. - Trng hp li ch ca vic tham gia khuyn mi gn vi cc iu kin c th th trong thng bo phi nu r hot ng khuyn mi c km theo iu kin v ni dung c th ca cc iu kin. - Gi bn hng ho, gi cung ng dch v c tng cho khch hng i vi hnh thc khuyn mi tng hng ho cho khch hng, cung ng dch v khng thu tin. - Tr gi tuyt i hoc phn trm thp hn gi bn hng ho, gi cung ng dch v bnh thng trc thi gian khuyn mi i vi hnh thc khuyn mi bn hng, cung ng dch v vi gi thp hn gi bn hng, cung ng dch v trc . - Gi tr bng tin hoc li ch c th m khch hng c hng t phiu mua hng, phiu s dng dch v, a im bn hng, cung ng dch v v cc loi hng ho, dch v m khch hng c th nhn c t phiu mua hng i vi hnh thc khuyn mi bn hng, cung ng dch v c km theo phiu mua hng, phiu s dng dch v. - Loi gii thng v gi tr ca tng loi gii thng, th l tham gia cc chng trnh khuyn mi i vi vi hnh thc khuyn mi bn hng, cung ng dch v c km theo phiu d thi cho khch hng. - Cc chi ph m khch hng phi chu i vi cc hnh thc khuyn mi. * Cch thc thng bo: - Thng bo ti a im bn hng v ni by bn hng ho, trn hng ho hoc bao b hng ho, di bt k mt cch thc no khc nhng phi c nh km vi hng ho khi hng ho c bn.
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4. Cc hnh vi b cm trong hot ng khuyn mi - Khuyn mi cho hng ho dch v cm kinh doanh; hng ho, dch v hn ch kinh doanh, hng ho cha c php lu thng, dch v cha c php cung ng. - S dng hng ho, dch v dng khuyn mi l hng ho, dch v cm kinh doanh; hng ho, dch v hn ch kinh doanh, hng ho cha c php lu thng, dch v cha c php cung ng. - Khuyn mi hoc s dng ru, bia khuyn mi cho ngi di 18 tui. - Khuyn mi hoc s dng thuc l, ru c cn t 30 tr ln khuyn mi di mi hnh thc. - Khuyn mi thiu trung thc hoc gy hiu lm v hng ho, dch v la di khch hng. - Khuyn mi tiu th hng ho km cht lng, lm phng hi n mi trng, sc kho con ngi v li ch cng cng khc. - Khuyn mi ti trng hc, bnh vin, tr s ca c quan nh nc, t chc chnh tr - x hi... - Ha tng, thng nhng khng thc hin hoc thc hin khng ng. - Khuyn mi nhm cnh tranh khng lnh mnh. CHNG VII. QUN TR NHN S, VN V CHI PH DOANH NGHIP THNG MI 1. Chi ph lu thng - Chi ph lu thng: l chi ph lao ng x hi cn thit th hin bng tin trong lnh vc lu thng hng ha t ni mua hng n ni bn hng. l chi ph vn ti, bc d hng ha, chi ph bo qun, thu mua hng ha v chi ph qun tr kinh doanh ca doanh nghip thng mi. chi ph lu thng thc cht l gi ca vic lu thng hng ha t ni m hng ha c kh nng s dng n ni th hin gi tr s dng. chi ph lu thng l chi ph pht sinh trong qu trnh lu thng l mt tn ti khch quan nh bn thn qu trnh lu thng v v qu trnh lu thng. 2. Cc chc danh qun tr trong DNTM - Cn b qun tr cao cp: y l cn b lnh o doanh nghip nh tng G, G
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- Cn b qun tr cp trung gian: l cn b qun tr gia cn b qun tr cp cao v cn b qun tr cp thp - Cn b qun tr cp thp: L cn b qun tr mt t,i,ca,kip,b phn khng c cp di. H va qun tr va trc tip thc hin cng vic nh cng nhn,nhn vin. - Cng nhn,nhn vin: L nhng ngi thc hin cc cng vic hng ngy.

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