Chng 1: TNG QUAN V QUN TR BN HNG TRONG SIU TH

1.1. KHI QUT V HOT NG BN HNG TRONG SIU TH

1.1.1. Khi nim siu th
Siu th l loi hnh ca hng hin i, c chng loi hng ha phong ph, a
dng, c xy dng trn din tch ln nhm tha mn nhu cu mua sm hng ha
ca khch hng.
1.1.2. Cc hnh thc bn hng trong siu th
1.1.2.1. Cc dch v trong siu th
- Dch v trong siu th l tt c nhng dch v m khch hng nhn c t trc,
trong v sau khi mua hng ti siu th.
- Cc dng dch v trong siu th:
+ Dch v trc khi bn: Bao gm s n tip khi khch hng n siu thv cc dch
v cung cp cc tp san qung co, thng tin v sn phm, th thc thanh ton v giao
hng, nhng thc mc c gii p qua in thoi, cc li gii thch siu th hoc
ti nh khch hng c kh nng mua hng....
+ Dch v trong khi bn: Bao gm cc dch v hng dn tip cn gi t trnh by
hng ha, t vn, gii thiu sn phm cho khch hng,hng dn cch lp rp, cch s
dng v tr li cc cu hi cho khch hng, thao tc thanh ton nhanh chng, hng
dn phng thc thanh ton ph hp.
+ Dch v sau khi bn: Bao gm s phc v sau khi khch hng thanh ton nh s
cho hi v gy n tng khi khch hng ra v, hng dn s dng, kim tra min ph
sn phm, kim tra nh k, duy tu, sa cha, tng min ph cho khch hng nhng vt
t, linh kin, vt liu lin quan n sn phm v cc phc v min ph khc.
1.1.2.2. Cc hnh thc bn hng trong siu th
a. Bn hng truyn thng
- n tip khch hng: Khch hng gi xe v i vo siu th
+ Nhn vin trng gi xe cn hng dn cho khch hng v tr xe, sp xp xe vo v
tr gip khch hng.
+ Nhn vin bn hng vui v ci cho khch hng, cho hi khch hng, thm d nhu
cu khch hng bng cch t cc cu hi gi m.

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- Hng dn tip cn gi t trnh by hng ha: Nhn vin bn hng hng dn khch
hng tip cn v tr trng by cc sn phm ph hp vi nhu cu khch hng.
- Cho hng v gii thiu hng ha: Nhn vin bn hng trnh by, gii thiu cc sn
phm ca siu th c kh nng p ng nhu cu ca khch hng. So snh, nh gi s
ph hp ca tng loi sn phm vi khch hng, t vn khch hng la chn sn
phm.

n tip khch hng

Hng dn tip cn gi t trnh by hng ha

Cho hng v gii thiu hng ha

T vn khch hng la chn hng

Thanh ton tin hng

Tin khch v gy n tng

Kt thc

Hnh 1.1. S m hnh bn hng truyn thng

- Thanh ton tin hng: Sau khi khch hng la chn sn phm, nhn vin bn hng
thc hin thanh ton cho khch hng. Khi thanh ton cn kim tra v thng bo r rng
s tin nhn v s tin tr li cho khch hng. Thm d xem khch hng cn c nhu
cu g na khng? Pht qu, t ri cho khch hng (nu c).
- Tin khch v gy n tng: Trc khi khch hng ri khi quy, nhn vin bn hng
cn ti ci cm n khch hng, dn d hay gi li chc n khch hng.
b. Bn hng t phc v
- n tip khch hng: Khch hng gi xe v i vo siu th
+ Nhn vin trng gi xe cn hng dn cho khch hng v tr xe, sp xp xe vo v
tr gip khch hng.
+ Nhn vin bn hng vui v ci cho khch hng.

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 n tip khch hng

Khch hng gii hnh l

Nhn xe y hoc gi hng

Hng dn tip cn gi t trnh by hng ha

T vn cho khch hng chn hng

Hon thnh n nguyn hng ha

Tip cn v thanh ton

Bao gi hng mua v giao hng

Sp xp li hng ha Tr li hnh l, gy
trn gi, t n tng sau bn
Hnh 1.1. S m hnh bn hng t phc v
- Khch hng gi hnh l: Nhn vin bo v hng dn khch hng ct cc t trang
vo ngn c nhn. Dn d khch hng cm v gi cha kha. Siu th cn m
bo v tnh an ton, bo mt v cc ti sn c nhn ca khch hng, trnh mt mt,
nhm ln.
- Nhn xe y hoc gi hng: Siu th c th b tr nhn vin a gi hng/xe y cho
khch hng khi h bc vo v sp xp li gi hng/xe y gn gang, ngn lp khi
khch hng ra khi siu th.
- Hng dn tip cn gi t trnh by hng ha:
+ Cc gi t trnh by hng ha c b tr hp l gip khch hng c th d dng
quan st, tm kim sn phm.
+ Nhn vin bn hng hng dn khch hng tip cn v tr trng by cc sn phm
ph hp vi nhu cu khch hng.

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-T vn cho khch hng chn hng:
+ Nhn vin bn hng quan st khch hng mt cch bao qut v kho lo.
+ Nu nhn thy khch hng c cc biu hin cn tr gip ( nh mt, ngoi u tm
kim, bn khon, i qua i lai ...), nhn vin bn hng cn tip cn v hi thm khch
hng nm bt nhu cu.
+ Gii thiu cc sn phm ca siu th c kh nng p ng nhu cu ca khch hng.
So snh, nh gi s ph hp ca tng loi sn phm vi khch hng, t vn khch
hng la chn sn phm.
- Hon thnh n nguyn hng ha: Khch hng la chn y cc sn phm ph
hp vi nhu cu ca bn than trong siu th.
- Tip cn v thanh ton: Khch hng tip cn quy thu ngn thanh ton
+ Nhn vin bn hng hng dn khch xp hng theo ng th t, xp xp, phn loi
hng ha ln bn/bng trt ti quy thu ngn.
+ Nhn vin thu ngn thc hin thanh ton v kim tra hng ha cho khch hng. Khi
thanh ton cn kim tra v thng bo r rng s tin nhn v s tin tr li cho khch
hng.
-Bao gi hng mua v giao hng
+ Nhn vin thu ngn phn loi v gi hng ha ca khch vo cc bao b ph hp,
ng thi i chiu vi ha n kim tra s lng, gi c sn phm.
+ Trc khi khch hng ri khi quy thu ngn, nhn vin thu ngn cm n khch
hng, thng bo cho khch khng v dch v thanh ton khc (nu c), a t ri cc
sn phm cho khch hng (nu c), ly thng tin ca khch hng theo mu chuyn ln
b phn CSKH (nu c). Dn d hay gi li chc n khch hng.
-Sp xp li hng ha trn gi/t: Khi khch hng la chn xong sn phm trn
gi/t v ri i, nhn vin bn hng cn sp xp li hng ha cho gn gng, p mt.
B sung hng ha nu rng hng.
-Tr hnh l, gy n ttng sau bn: Khch hng tip cn t c nhn ly li
hnh l.
+ Nhn vin bo v cn quan st trnh mt mt, nhm ln hnh l, tr gip khch
hng nu cn.
+ Ci cho khch hng, cm n, dn d hoc gi li chc n khch hng.

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1.1.3. Hnh nh siu th
1.1.3.1. Khi nim
Hnh nh siu th trong tm tr khch hng l mt tp hp cc n tng, cm gic
v khi nim khch hng c c v siu th thng qua qu trnh nhn thc v nh
gi v siu th v cc sn phm m siu th cung ng.
1.1.3.2. ngha
- Gip khch hng nhn bit, phn bit c siu th vi cc siu th v im mua sm
khc.
- To ra li th cnh tranh nhm thu ht khch hng.
- To dng v duy tr lng trung thnh ca khch hng i vi siu th.
- To cm gic thoi mi, quen thuc cho khch hng khi mua sm ti cc im bn
khc nhau ca siu th.
1.1.3.3. Cc yu t to nn hnh nh siu th.
- Nhn vin phc v:
+ Phm cht: Trung thc, on kt, trch nhim
+ Ngoi hnh a nhn, nhanh nhn, vui v
+ Tc phong lm vic: Tip n khch hng n cn, nhit tnh phc v, n ni lch s,
gip khch hng ng mc.
- Cc yu t hu hnh
+ S ng b v mu sc, kiu ch tn ca ca hng, cc xe giao hng, ng phc
nhn vin, cc tiu v cc cch trnh by trn cc chng t bn hng.
+ S thng nht v cc cch trang tr, trng by trn cc t, k hng ha.
+ S by tr cc sn phm trn k, quy ngn lp, thun tin cho vic tm kim v la
chn ca khch hng.
+ H thng tem gi r rng, chnh xc.
+ m bo lun y v s lng, cht lng, chng loi hng ha.
- Cc yu t v hnh
+ Bu khng kh thoi mi: Mu sc trang tr, m nhc nh nhng, m i to th vui
mua sm.
+ Mi trng mt m, v sinh v khng gian ca hng to s thoi mi cho khch
hng mua sm.
+ Tnh ng tin cy bi hng ha chnh hng, c ngun gc

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+ Tnh thn thin: Cch giao tip trong cho hi, tip n, gip khch hng
+ Tnh tin li: Thanh ton nhanh chng, d i tr hng
1.2. QUN TR BN HNG SIU TH
1.2.1. Khi nim, mc tiu v chc nng ca qun tr bn hng siu th.
1.2.1.1. Khi nim
Qun tr bn hng siu th l qu trnh tc ng vo lc lng bn hng cng
cc ngun lc trong siu th nhm t c cc mc tiu bn hng.
1.2.1.2. Mc tiu ca qun tr bn hng siu th
- m bo cho cc hot ng bn hng trong siu th din ra nhp nhng, to dng v
duy tr hnh nh siu th trong tm tr khch hng.
- m bo xy dng v thc hin c mc tiu bn hng ca siu th.
- Tuyn dng, o to c mt lc lng bn hng chuyn nghip, ra chnh sch
thng, pht hp l, b tr, phn cng lc lng bn hng ng ngi, ng vic.
- n c, kim sot v kch thch cc thnh vin trong siu th nhm thc hin tt
mc tiu chung ca cng ty v doanh s v li nhun.
- Nm bt v iu chnh c cc hot ng bn hng ca siu th ph hp vi s bin
ng ca th trng.
- Xy dng v thc hin cc chng trnh bn hng ph hp nhm y mnh hot
ng bn hng, nng cao hnh nh ca siu th.
- m bo v s lng, chng loi cng nh cch thc trng by cc loi hng ha
trong siu th.
1.2.1.3. Chc nng ca qun tr bn hng siu th.
- Phn theo chc nng: Hoch nh bn hng, t chc trin khai bn hng, ng vin
v to ng lc bn hng, kim sot bn hng.
- Phn theo cc hot ng bn hng trong siu th: Qun tr lc lng bn hng, qun
tr sn phm, qun tr gi, qun tr xc tin hn hp.
1.2.2. Qu trnh qun tr bn hng
1.2.2.1. Hoch nh bn hng
- D bo bn hng: L qu trnh thu thp, tng hp, phn tch cc thng tin v c
im th trng, ngnh hng trong cc khong thi gian khc nhau nhm ua ra nhng
d on, nh gi v s lng bn hng trong tng lai ca siu th. y l c s
xc nh mc tiu bn hng ca siu th.

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- Xc nh mc tiu bn hng: Mc tiu bn hng l kt qu c th v bn hng m
doanh nghip mong mun t n trong mt thi k nht nh. Mc tiu bn hng l
c s xy dng k hoch bn hng kh thi, l ng lc thc y lc lng bn
hng, l tiu chun nh gi n lc v thnh tch ca lc lng bn hng.
- Xy dng k hoch bn hng: K hoch bn hng l vn bn tng hp d kin cc
iu kin thc hin v kt qu bn hng ca siu th trong mt thi gian nht nh.
- Xy dng chnh sch bn hng:
+ Chnh sch mt hng kinh doanh l quyt nh lin quan n sn phm hng ha,
dch v m siu th s bn ra, xc nh thi im, phng thc v hnh thc bn hng.
+ Chnh sch nh gi bn: l vic ra cc mc gi bn hp l cho tng mt hng
trong siu th cng nh iu chnh gi cho ph hp vi s thay i ca cc iu kin
kinh doanh nhm t c mc tiu ca doanh nghip.
+ Chnh sch xc tin hn hp: L vic ra v thc hin cc gii php nhm thu ht
s ch ca cng chng, thc y hot ng bn hng, nng cao uy tn v v th, tng
cng kh nng cnh tranh ca siu th trn th trng
- Xc nh ngn sch bn hng: Ngn sch bn hng c th ha vic phn b ngun
lc ca siu th nhm t c mc tiu bn hng ra. C hai loi ngn sch c bn:
+ Ngn sch chi ph bn hng c th ha tt c cc khon mc chi tiu cn thit
m bo trin khai cc hot ng bn hng.
+ Ngn sch kt qu bn hng th hin d tr doanh s v li gp, li nhun ca tng
chng loi, mt hng hng ha trong siu th.
1.2.2.2. T chc bn hng.
- Xy dng mng li bn hng: La chn mt c cu t chc lc lng bn hng cho
ph hp vi c im ca siu th, phn cng, b tr nhn s vo tng v tr mt cch
khoa hc, hp l.
- Tuyn dng ngun nhn lc cho cc v tr trong mng li bn hng khi pht snh nhu cu.
- T chc thc hin cc chng trnh hun luyn cho lc lng bn hng nhm p
ng cc yu cu cng vic v nng cao kh nng phc v khch hng.
1.2.2.3. Lnh o, ng vin v to ng lc bn hng
- Hiu r nhn vin trong lc lng bn hng: Qun tr vin phi nm vng c c
im, nhu cu ca tng c nhn trong lc lng bn hng mnh ph trch c th
a ra cc quyt nh v la chn ng cc hnh vi lnh o.

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- a ra cc quyt nh lnh o thch hp: Quyt nh l hnh vi sng to ca ngi
lnh o nhm nh ra chng trnh, tch cht hot ng ca cc b phn v c nhn
trong lc lng bn hng nhm t ti mc tiu nh.

- ra v t chc thc hin cc gii php nhm khuyn khch, ng vin lc lng
bn hng n lc thc hin cc mc tiu ra mt cch hiu qu.

- Xy dng nhm lm vic: Trch nhim ca ngi lnh o l xy dng nhng nhm,
nhng phn h bn hng v hnh thnh mi dy lin h cht ch gia cc nhm v
phn h ny em li kt qu hot ng bn hng tt nht.

- D kin cc tnh hung v tm cch ng x tt: Qun tr vin phi tnh to vch ra
mi tnh hung c th xy ra trong qu trnh bn hng, i chiu vi mc tiu bn
hng, cn c vo thc t kh nng, c hi v ngun lc c th c c ra cc
gii php ng ph vi tng tnh hung.

- Giao tip v m phn

+ Qun l bn hng thng qua giao tip tip xc vi cc nhn vin v nhng
ngi c lin quan nhm t mc tiu qun tr.

+ Qun l bn hng thng qua m phn nhm t ti mt tho thun mong mun.

1.2.2.4. Kim tra bn hng

- Xc nh cc tiu chun nh gi: Xc nh cc chun mc m cc nhn vin trong
lc lng bn hng phi thc hin m bo cho hot ng bn hng c thc hin
mt cch hiu qu.
- o lng v nh gi vic thc hin: o lng cc kt qu thc hin cng vic ca
tng thnh vin trong qu trnh lm vic. So snh vi h tiu chun nhm a ra
nhng nhn xt v hiu qu cng vic.
- sut v thc hin cc hot ng sau nh gi: Trn c s kt qu o lng v
nh gi vic thc hin a ra cc gii php khuyn khch, khen thng, cc bin php
khc phc hn ch cng nh cc quyt nh ph hp.

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 CU HI N TP
1. Khi khch hng n siu th cn cung cp nhng dch v nh th no?
2. M t qu trnh phc v khch hng theo cch thc bn hng truyn thng ti
mt siu th c th v rt ra nhn xt v nhng li th cng nh hn ch ca
cch thc ny?
3. M t qu trnh phc v khch hng theo cch thc bn hng t phc v ti mt
siu th c th v rt ra nhn xt v nhng li th cng nh hn ch ca cch
thc ny?
4. So snh s khc nhau gia hai cch thc bn hng truyn thng v t phc v?
5. Ti sao cn xy dng hnh nh cho siu th?
6. c c mt hnh nh tt, cc siu th cn lm nhng g?
7. Ti sao cn phi c hot ng qun tr bn hng trong siu th?
8. Phn tch hot ng hoch nh bn hng v cho v d minh ha?
9. Phn tch hot ng t chc bn hng v cho v d minh ha?
10. Phn tch hot ng lnh o, ng vin v to ng lc bn hng v cho v d
minh ha?
11. Phn tch hot ng kim trabn hng v cho v d minh ha?

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 Chng 2: T CHC LC LNG BN HNG CA SIU TH

2.1. LC LNG BN HNG CA SIU TH

2.1.1. Khi nim
Lc lng bn hng ca siu th l tt c cc c nhn c trch nhim trc tip
n hot ng bn hng ca siu th.
2.1.2. Thnh phn trong lc lng bn hng ca siu th
2.1.2.1. Qun l bn hng (gim st bn hng)
*Trch nhim: Bo co v chu trch nhim vi ch siu th hoc qun tr cp cao hn
v cc ni dung:
- Bo co v hng ho: thc hin hng tun vi ni dung, s lng bn, doanh thu,
thng tin sn phm mi, khch hng v s tn ti mi ni.
- Bo co tnh hnh nhn s
- Bo co cc thng tin v lng khch v tnh hnh sc mua ti siu th vo mi tun
- Bo co cc thng tin t cc nh cung v cc chng trnh khuyn mi ti siu th
* Quyn hn:
- c quyn sp xp, iu ng, kim tra, nh gi nhn vin. xut cc bin php
khen thng, k lut i vi cc nhn vin di quyn.
- Quyt nh vic mua, bn hng ha trong siu th.
- Quyt nh cc hnh thc trng by hng ha v cc hnh thc xc tin bn hng
trong siu th
* Nhim v c th:
- Qun tr nhn s
+ Phn cng v tr, xp lch lm vic cho nhn vin thuc quyn qun l. Theo di
bng chm cng v chm cng cho nhn vin.
+ Kim tra, gim st: Kim tra v gim st v gi gic v cch thc hin ni quy
quy nh, hng ho ti siu th. Kim tra ch bo co v s cng tc. Kim tra v
trng by hng ho v sinh v bo qun sn phm. Kim tra v gim st v tc
phong v tinh thn lm vic ca tng nhn vin.
+ nh gi khen thng: Phn b v trin khai mc tiu tun cho nhn vin.
nh gi v nhn xt, chm im tc phong v hot ng ca tng nhn vin, ngh
thng pht nhn vin ti ni mnh ph trch. Nhc nh Pht ch ti X l l

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lut hoc tm ngng cng tc (tu theo trng hp) i vi cc nhn vin vi phm
thuc quyn qun l ca mnh.
+ T chc hp nhn vin theo nh k hoc t xut theo yu cu cng vic
- Qun l v hng ha
+ Qun l c lng hng bn ra, lng hng tn.
+ Theo di doanh thu v cc m hng bn c
+ i chiu doanh thu vi hng ho bn ra, kim tra tnh xc thc ca nhn vin
bn hng.
+ Qun l c hng tn hng tun, nm c tng tn v s tn tng m ca tng
siu th.
+ Qun l c s lng hng d- h hng, hn ch v hng d, bo qun cc m
hng d mt.
+ Cp nht thng tin cc m hng bn mnh v cc m hng bn chm
+ iu phi cc m hng bn chm v xut tr cc m hng ht hn. Nm c
quy cch i tr ti siu th.
+ Theo di v thng tin sn phm mi: ngun gc sn phm, cht liu, mu sc v
kiu dng.
+ Lp phiu t hng yu cu t hng mi, b sung nhng mt hng thuc
ngnh hng mnh ph trch.
+ Trng by v qun l cc vt dng ti siu th.
+ Nm c cc quy cch trng by ti mi siu th, bit hon i khu vc trng
by v tm v tr u th mi khi st gim doanh thu v xut cch trng by mi.
+ Hun luyn v hng dn cho nhn vin v trng by so, k v sinh v bo
qun sn sn phm.
+ Theo di tnh hnh trng by hng ho ti cc siu th s m bo sao cho hng
ho c trng by v tr tt nht.
+ Qun l v theo di tnh trng ti sn kp thi sa cha khi pht hin hng hc.
- Cc cng vic khc:
+ Gp g trao i cc thng tin v doanh thu, hng hovi cc b phn lin
quan.
+ Thit k v t chc cc hot ng xc tin bn ti siu th.
+ Thc hin chnh sch kinh doanh ca siu th.

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 + Xy dng v trin khai cc hot ng h tr khch hng.
+ T chc x l khiu ni khch hng.
+ Qun l cc hot ng: marketing, ti chnh, nhn s nng cao hnh nh
thng hiu, m bo an ton ti sn v to mi trng lm vic chuyn nghip, thn
thin, vn minh.
* Yu cu
- Tt nghip Cao ng tr ln.
- C kh nng lnh o, qun l, gim st kim tra cng vic.
- Thnh tho vi tnh vn phng.
- C kinh nghim hoc am hiu lnh vc kinh doanh siu th.
- C kh nng thit k s t chc nhn s, s trng by hng ha v khu vc bn
hng ca mt siu th tng hp.
- Nhanh nhn, ngoi hnh a nhn.
- K nng giao tip, m phn, truyn t v ngoi giao tt.
- C kh nng lm vic trong mi trng p lc, thch thc.
- C kh nng lm vic c lp v theo nhm.
2.1.2.2. Nhn vin bn hng
* Trch nhim: Bo co v chu trch nhim vi ngi qun l ( Qun l bn hng,
gim st bn hng) v cng tc bn hng, phn nh kp thi cc tnh hung cho ngi
quun l.
* Quyn hn
- Qun l, b tr, sp xp hng ha ti khu vc c giao.
- xut, ng gp kin vi qun l bn hng cc vn v hng ha, chnh sch
bn hng ti khu vc c giao.
* Nhim v c th:
- Thi v hnh vi phc v khch hng tt: Lch s tip n, cho hi, t vn hng
dn, gii thch cho khch hng tn tnh. Lun mt n khu vc hng ha ca mnh
ph trch, nu khch lm o ln hng th khi khch i vn vui v v t tn sp xp
li.
- T nh v kho lo gim st khch hng, phng khch hng ly cp hoc lm h
hng hng ha. Tuyt i khng ci v hoc ni nng li vi khch hng.

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- Bit r mt hng mnh ph trch: m hng, loi hng, s lng, cht lng, gi c,
cch s dng, hn s dng, cc chnh sch khuyn mi...pht hin trng hp hng
ho khng m bo cht lng, ht hn s dng lp danh sch bo co tng s
lng ca tng loi, l do xut tr xut tr v kho.
- Dn th nhn, tem ci vo hng ha, kim tra hng ha ng vi th nhn hoc tem
ci.
- Bo m trng by hng ha ng k thut sp xp theo nguyn tc nhp trc xut
trc, trnh tnh trng hng by su trong k, qu hn s dng; nh v, nh lng;
D thy, d ly, d kim.
- Bo qun hng ha: Cc nhn vin c nhim v lun chm cht hng ho, gi gn v
sinh sn phm, hng dn khch hng xem, kim tra sn phm ng cch. Bo co
ngay vi qun l siu th khi pht hin ra cc hin tng mt mt, c ph hoi sn
phm.
- Nhp hng: Cn c vo lng hng tn v tc tiu th ca tng m hng, nhn
vin s ln bng k t hng, sau chuyn cho gim st bn hng siu th xem v bo
v cng ty t hng. Phi lun ch ng trong vic m bo hng y ti quy.
- Bo m v sinh quy, k, lau chi thng xuyn sch s, ngn np tm tt trc
gi m ca bn hng.
- Thng xuyn c mt ti khu vc trng by gip khch h ng la chn sn phm.
Theo di tc tiu th ca mi m hng v bo co chi tit s lng hng.
- Lng nghe v ghi nhn nhng kin ca khch hng v dch v, sn phm ca Siu
Th. Tng hp v bo co cho Qun l Siu th nhng kin .
- Trong thi gian vng khch cn:
+ V sinh hng ha, quy, t k bn hng.
+ Sp xp ngn np hng ha trn k bn hng.
+ Kim tra, b sung cc mt hng cn thiu
+ Kim tra cc tem ci, th gi.
* Yu cu
- Tt nghip trung cp tr ln, c o to nghip v v bn hng siu th.
- Giao tip tt, ngoi hnh a nhn.
- C nng khiu thm m, c tr nh tt.
- Vui v, ha ng, t tin trong giao tip, bit kim ch.

13
2.1.2.3. Nhn vin thu ngn
* Trch nhim: Bo co vi ngi qun l v doanh thu v cc khiu ni, thc mc,
kin ca khch hng.
* Quyn hn:
- T chc thc hin vic thanh ton tin cho khch hng trong ca lm vic.
- Yu cu s h tr ca cc thnh vin khc khi cn thit.
- xut, ng gp kin vi qun l bn hng cc vn v hng ha, gi c, cch
thc thanh ton.
* Nhim v c th:
- S dng thnh tho my vi tnh thu tnh tin. Kim tra ton b quy, xem xt cc my
mc, cc thit b dng c ca thu ngn trc khi vo ca lm vic.
- Thc hin vic thu tin thanh ton ca khch theo ng quy trnh dnh cho Nhn
vin thu ngn.
- Chu trch nhim in ha n, kim tra ha n bn l chnh xc, kim tra tin tha,
chun b tin l hng ngy trong kt tr li kp thi cho khch hng.
- Kim tra chnh xc ln cui v thu nhn tin ca khch. Tr li tin tha cho khch:
Tin l tr trc, tin chn tr sau.
- Trc khi khch hng ri khi quy thu ngn, nhn vin thu ngn cn khen khch v
cho t bit, cm n khch hng....nhm gy n tng sau cng vi khch hng.
- Np tin bn hng cui ca: Sau khi ht ca, phi kim k li tin bn hng. Np
100% tin bn hng thu c trong ca.
- Cp nht y vo bng k doanh thu thu ngn vo cui mi ca.
- Bo m v sinh quy thu ngn v cc thit b tnh tin.
- Thc hin nhim v bo v ti sn, hng ha Siu th, gim st khch ra vo Siu th.
- Tr hng khuyn mi, pht t ri cc chng trnh khuyn mi (nu c).
- Bo co ngay cho Trng b phn nu c pht sinh ngoi kh nng, khng gii quyt
c.
- H tr cc phng ban khc khi c yu cu.
* Yu cu
- Tt nghip trung cp tr ln vi cc chuyn ngnh ph hp
- S dng thnh tho cc thit b thanh ton.
- Yu cu v ngoi ng (ty thuc tng siu th)

14
- Trung thc, nhit tnh, sc khe tt.
- Tc phong nhanh nhn, hot bt, ngoi hnh a nhn.
- Thi vui v, ha ng.
2.1.2.4. Nhn vin chm sc khch hng
* Nhim v c th
- Thc hin cc tc nghip chm sc khch hng, tip xc khch hng trc tip, gin
tip.
- Tip nhn v x l thng tin bo hnh ca khch hng, gii p cc thng tin khiu
ni v s c, li, yu cu i tr hnh ca khch hng.
- iu phi thng tin khch hng ti cc b phn lin quan nhm gii quyt cc thc
mc, khiu ni, t vn sn phm, cung cp thng tin khuyn mi, bo hnh sn phm,
i tr hng... m bo qu trnh tc nghip ca b phn lun chnh xc, kp thi, ng
quy trnh, quy nh ca cng ty.
- Kim tra, r sot cc hot ng chm sc khch hng theo yu cu ca cc cp qun
l.
- Phi hp vi cc phng, cc b phn khc m bo hon thnh mc tiu hot
ng ca b phn v Trung tm Dch v khch hng.
- xut cc chng trnh, ci tin cc quy trnh phc v nhm ti a ha li ch ca
cng ty v khch hng.
- Thc hin cc cng vic lin quan theo ch o ca trng b phn.
* Yu cu
- Nam/N sc khe tt, ngoi hnh a nhn
- Sc khe tt
- Am hiu kin thc v cc sn phm lin quan.
- Pht m chun, ging ni truyn cm, khng ni ngng, ni lp, ni ting a
phng;
- K nng giao tip, m phn, thuyt phc tt;
- C kinh nghim lm cng vic tng t l mt li th;
- Trung thc, nhanh nhn v c tinh thn trch nhim trong cng vic
- Thnh tho tin hc vn phng
- Nhn thn v lai lch r rng, khng c tin n tin s;
- C th lm vic theo ca, chu c p lc cng vic.
15
2.1.2.5. Nhn vin an ninh
* Trch nhim
- Bo v ti sn, hng ha ti Siu th.
- Kim tra nhn vin v khch hng ra vo Siu th.
- Kim tra hng ho ra vo Siu th.
- m bo an ninh trt t ti Siu th.
* Nhim v c th
- Kim tra thng tin v hng dn khch n lin h cng tc ti siu th.
- Kim tra ng phc, qut th (nu c) ca nhn vin siu th khi n lm.
- Hng ho thuc cc nhm chng loi khc nhau.
- Thng xuyn theo di tnh hnh din bin v an ninh trt t trong v ngoi siu th.
- Hng dn cho khch gi vvo nhng quy hng khch cn mua.
- Quan st v ngn chn vic ly cp, lp nhm ca khch ti t gi .
- i vi khch hng c khiu ni v hng ha, khuyn mi hng dn khch lin h
b phn hu mi gii quyt.
- Nhn vin anh ninh lm nhim v ca ra vo lin lc vi bo v tun tra gn nht
thc hin vic kim tra ngi khi cn thit.
- Gi vng thng tin vi cc v tr an ninh khc.
- Quan st, ngn chn vic thng ng gia nhn vin bn hng vi khch hng.
- Nhc nh khch hng chp hnh ni quy khng ngi trn xe y hng, ht thuc
trong siu th.
- Theo di quan st cc i tng c biu hin nghi vn, bo cho ca trng hoc ngi
ch huy.
* Yu cu
- Sc khe tt
- Tt nghip PTTH
- qua o to v nghip v an ninh
- u tin ng vin qua ngha v qun s, cng an xut ng, b i xut ng
- Chm ch, cn thn, nghim tc trong cng vic.
2.2. TUYN DNG LC LNG BN HNG
2.2.1. Cc ngun tuyn dng

16
- Ngun ni b:
+ Bao gm cc nhn vin cc b phn khc trong siu th nh: Th k, tr l,
K ton, nhn vin kho, nhn vin k thut...c chuyn sang b phn bn hng.
+ u im: Cc nhn vin nm vng v chnh sch v sn phm ca doanh
nghip. c nh gi qua cng vic nn nhanh chng ha nhp vi cng vic.
+ Nhc im: To ra mt v tr khuyt cn b sung ngi, cn thuyt phc
ngi lao ng chuyn sang mt cng vic mi, li mn t duy, kh to ra nhng s
thay i mang tnh t bin.
- Cc t chc trng hc
+ Ngun ny c thit lp da trn mi quan h gia siu th v cc trng
hc ti a phng nhm thu ht tuyn dng nhng sinh vin nm cui hoc nhng
sinh vin lm ngoi gi tr thnh nhn vin trong lc lng bn hng trong siu th.
+ u im: C kh nng tuyn c nhng nhn vin c trnh , tr trung,
nng ng, nhit tnh trong cng vic, ha hn mang li nhng quan im, cch thc
qun l v bn hng mi m cho siu th.
+ Nhc im: Tn thi gian v chi ph cho cng tc hun luyn v ha nhp
cng vic trong siu th.
- Cng ty cnh tranh v cc cng ty kinh doanh c tnh cht tng t
+ Ngun ny bao gm cc nhn s lun chuyn t nhng siu th khc hay
nhng cng ty c hot ng tng t nh cc cng ty phn phi hng tiu dng, h
thng bn hng c nhn, bn hng a cp...
+ u im: Tn dng c nhng kin thc, nng lc, s trng ca cc nhn
vin trong hot ng bn hng ti siu th. Nhng nhn vin t cc siu th khc s
em c kin thc, kinh nghim v khch hng v cho siu th.
+ Nhc im: Cc nhn vin t ngun ny l nhng ngi t trung thnh v c
th c nhng thi quen v cch thc lm vic khng ph hp vi mi trng ca siu
th.
- Qung co trc tip
+ Ngun ny bao gm tt c cc i tng trong x hi c thu ht thng qua
vic qung b v nhu cu tuyn dng ca siu th trn cc phng tin thng tin i
chng.

17
 + u im: a dng, di do, nhiu s la chn, c th thu ht c nhng
ngi gii, nhng ngi c cch thc bn hng, qun l mi m, nng cao hiu qu
hot ng bn hng.
+ Nhc im: Tn km thi gian, chi ph cho cng tc chun b, lp k hoch
tuyn dng, qung b thng tin tuyn dng, thu ht ng vin v sng lc.
- Cc trung tm t vn v gii thiu vic lm
+ Khi c nhu cu v nhn lc, ngi qun l c th lin h vi cc trung tm t
vn v gii thiu vic lm. Cc trung tm ny s cn c vo c im cng vic, yu
cu ca cng ty la chn v gii thiu nhng ngi ph hp trong cc ng vin ca
h.
+ u im: Ngun nhn lc di do, c th thu ht c nhng ngi nhiu
kinh nghim, trung tm c th gip cng ty thc hin nhng bc s tuyn ban u.
+ Nhc im: cht lng nhn lc tuyn c ph thuc vo cht lng, s
lng nhn lc cng nh tnh chuyn nghip ca trung tm.
2.2.2. Quy trnh tuyn dng lc lng bn hng ca siu th
2.2.2.1. Xc nh nhu cu tuyn dng
- C s xc nh:
+ Thc trng ngun nhn lc trong lc lng bn hng ca siu th.
+ Mc tiu, nhim v v chin lc kinh doanh ca siu th.
- Ni dung: Nh qun l cc nh s lng, cht lng v thi gian pht sinh nhu cu
v tng v tr nhn s trong lc lng bn hng.
2.2.2.2. Xc nh cc yu cu tuyn dng
Cn c vo c im tng v tr cn tuyn dng, nh qun l a ra cc yu cu
i vi ngi m nhn v tr cng tc ny nh: tui, trnh chuyn mn, trnh
tin hc, ngoi ng, kinh nghim, ngoi hnh, tc phong, thi , phm cht, ngoi
hnh.
2.2.2.3. Thng bo tuyn dng
- Ty thuc vo c im nhn lc cn tuyn dng, nh qun l la chn ngun tuyn
ph hp, t la chn cc knh thng tin hp l nhm truyn ti thng tin tuyn
dng ca siu th n vi cc i tng lao ng mt cch hiu qu.

18
2.2.2.4. S tuyn
- Tip nhn cc h s ng tuyn ca ngi lao ng t cc ngun tuyn dng. Thng
thng, h s ny bao gm: S yu l lch, giy khai sinh, giy khm sc khe, bn
tm tt v n xin vic, cc vn bng, chng ch lin quan.
- Da trn thng tin trong h s ng tuyn ca ngi lao ng, nh qun l loi b
nhng ng vin khng ph hp vi nhu cu tuyn dng ca siu th.
2.2.2.5. Phng vn
- Mc tiu ca phng vn:
+ nh gi tiu s, gio dc v kinh nghim ca ng vin.
+ Tm ra ng c lm vic v ch cu tin trong cng vic.
+ nh gi s cn bng v tm l.
- Cc bc phng vn:
+ Phng vn c nhn ln u
Khi nim: L qu trnh giao tip hai chiu ln u gia nh tuyn dng v cc
ng vin nhm gip ng vin tm hiu v cng ty v nhng i hi ca cng
vic, ng thi gip nh tuyn dng nh gi mt cch khi qut v nng lc
ca ng vin.
Ni dung nh gi: Nh tuyn dng s ch trng v hnh thc, k nng giao tip
v ng x ca ng vin. Thm vo l nhng cch thc phng vn nh
gi nng lc, chuyn mn, kinh nghim ca ng vin
Hnh thc: Phng vn trc tip hoc lm bi thi trc nghim
Mt s cu hi thng s dng trong phng vn c nhn ln u: L do xin
vic, kinh nghim lin quan n v tr cng vic, s thch, k hoch c nhn, c
im cng vic trc y, thnh tch, qu trnh hc tp, cc vn ng vin
ang quan tm
+ Phng vn chuyn su
Khi nim: L qu trnh giao tip hai chiu gia nh tuyn dng v cc ng
vin nhm gip nh tuyn dng nh gi v nng lc c nhn, cc cam kt v
mc ch, kh nng hi nhp, thch ng v k nng giao tip, x k tnh hung
trong cng vic ca ng vin.

19
 Hnh thc: Phng vn trc tip, s dng tnh hung hoc cho ng vin cng
tham gia ng gp kin cho mt vn no lin quan n hot ng bn
hng ti siu th.
Mt s cu hi thng gp: Th mnh, hn ch ca ng vin, s chun b ca
ng vin cho v tr cng vic sp ti, l do ri b cng vic trc, kinh nghim
v thnh cng hay tht bi trong cng vic, cch thc x l cng vic trong
nhng tnh hung kh, m c , nhng vn ng vin quan tm v siu th
2.2.2.6. Quyt nh la chn
- Quyt nh la chn l vic doanh nghip cn c vo mt h thng nhng tiu chun
v chnh sch hp l la chn nhng ngi ph hp nht trong s cc ng vin cho
v tr cn tuyn.
- Cc hnh thc:
+ La chn nhng ng vin ni bt nht vi s lng theo ng d kin.
+ La chn s lng nhiu hn d kin a i o to ngn v gn lc li ln na.
2.3. HUN LUYN LC LNG BN HNG
2.3.1. Khi nim
Hun luyn lc lng bn hng l qu trnh o to thm cc k nng v cc
kin thc cn thit cho cc nhn vin bn hng nhm nng cao nng sut, tinh thn lm
vic ca nhn vin v gip h cp nht kp thi nhng s thay i trong chnh sch
bn hng ca doanh nghip.
2.3.2. Cc i tng hun luyn
2.3.2.1. i vi lc lng bn hng hin ti
- S cn thit: Cn hun luyn cc nhn vin hin ti :
+ Cung cp cc kin thc v kinh nghim v phng php kinh doanh mi.
+ Cung cp kin thc v cc sn phm mi.
+ B sung cc k nng cn thit gip nhn vin thc hin cng vic hiu qu.
- Cch thc
+ Hun luyn k nng ng ph vi cc gii php kinh doanh mi ca i th
cnh tranh.
+ Hun luyn k nng, thi lm vic cho cc nhn vin lm vic mt thi
gian c biu hin tr tr v hnh thnh nhng thi quen khng tt.

20
 + Hun luyn nhn vin v nhng s cnh tranh gay gt v th trng, sn
phm, khch hng.
+ Hun luyn cc k thut mi gip nhn vin l vic hiu qu hn.
+ Hun luyn v cc chnh sch hoc sn phm mi ca cng ty i hi nhn
vin phi nm bt kp thi.
2.3.2.2. i vi lc lng bn hng mi
- S cn thit: Gip nhn vin mi nm chc mt s cc vn nh:
+ c im kinh doanh ca siu th.
+ Ni quy, quy ch ca siu th.
+ C ch phi hp gia cc b phn, c nhn trong siu th.
+ Cc kin thc v sn phm trong siu th.
+ Cc kin thc v kinh nghim lin quan n bn hng trong siu th.
+ Gip nhn vin hi nhp v pht trin kh nng trong mi trng mi.
- Cc cch thc hun luyn
+ Hun luyn tp trung:
y l hnh thc hun luyn c thc hin chung cho tt c cc nhn vin mi
theo hnh thc cc lp hc tp trung.
Ni dung: c im kinh doanh ca siu th, ni quy, quy ch ca siu th, c
ch phi hp gia cc b phn, c nhn trong siu th, cc kin thc v kinh
nghim lin quan n bn hng trong siu th.
+ Hun luyn ti v tr:
Nhn vin c giao khu vc bn hng v nh qun tr bn hng hay ngi
hun luyn thc t s chu trch nhim hun luyn nhn vin ny. Sau mt thi
gian ngn, nhng ngi nhn vin mi ny s trc tip giao dch vi khch
hng, nh qun tr s gim st qu trnh ny v a ra nh gi cui cng.
Ni dung: Cc kin thc v sn phm, cc k nng trng by sn phm, kim
k, dn dp gian hng, k nng giao tip vi khch hng, x l tnh hung ti
khu vc bn
2.4. T CHC LC LNG BN HNG
2.4.1. Khi nim
T chc lc lng bn hng l hot ng m bo c cu v nhn s cho hot
ng bn hng trong siu th
21
2.4.2. Cc hnh thc t chc lc lng bn hng trong siu th
2.4.2.1. T chc lc lng bn hng theo sn phm
- Khi nim: L hnh thc lc lng bn hng c b tr theo sn phm hay ngnh
hng trong siu th.
- u im: Nhn vin c hun luyn chu o v ngnh hng hay sn phm m mnh
ph trch.
- Nhc im: Nhn vin ch quan tm n mt hng, ngnh hng ca mnh m khng
quan tm n cc mt hng khc.
- iu kin p dng: Ph hp vi nhng siu th kinh doanh cc mt hng phc tp,
nnhiu tnh nng phc tp.
2.4.2.2. T chc lc lng bn hng theo khch hng
- Khi nim: L hnh thc t chc trong lc lng bn hng c b tr theo cc
i tng khch hng khc nhau ca siu th.
- u im: p ng tt nht nhu cu ca ca cc nhm khch hng v nhu cu dch
v, chnh sch gi.
- Nhc im: i hi nhn vin phi c kin thc rng ri v nhiu mt hng khc
nhau ca siu th, c k nng phn tch, nhn bit nhu cu tt.
- iu kin p dng: p dng i vi nhng siu th c nhiu nhm khch hng c
nhu cu khc bit.
2.4.2.3. T chc lc lng bn hng theo hnh thc hn hp
- Khi nim: L s kt hp gia chuyn mn ha lc lng bn hng theo ngnh hng
v khch hng.
- u im: Gip ti a ha nhng dch v v cht lng phc v khch hng.
- Nhc im: Dn ti b my cng knh, trung lp trong hot ng cho hng, c th
gy phin toi cho khch hng.
- iu kin p dng: Ph hp vi nhng siu th c quy m v phm vi kinh doanh
ln, h thng mt hng phc tp, hng ti phc v nhiu nhm khch hng c nhu
cu khc bit cao.

22
 CU HI N TP

1. M t qu trnh cc nhn vin phc v em khi mua hng ti mt siu th c th?

2. Phn tch cc ngun tuyn dng lc lng bn hng? Ly v d minh ha?
3. Phn tch cc bc trong qu trnh tuyn dng lc lng bn hng?
4. Ti sao cc siu th cn hun luyn lc lng bn hng hin ti?
5. Ti sao cc siu th cn hun luyn lc lng bn hng mi?
6. Phn tch cc ni dung hun luyn lc lng bn hng mi? Cho v d minh
ha?
7. Phn tch hnh thc t chc lc lng bn hng theo sn phm? Ly v d minh
ha?
8. Phn tch hnh thc t chc lc lng bn hng theo khch hng? Ly v d
minh ha?
9. Phn tch hnh thc t chc lc lng bn hng theo hnh thc hn hp? Ly v
d minh ha?

23
 Chng 3: LNH O V KIM TRA BN HNG

3.1. LNH O V TO NG LC BN HNG

3.1.1. Lnh o lc lng bn hng
3.1.1.1. Khi nim
Lnh o lc lng bn hng l mt h thng nhng tc ng ca nh qun tr
bn hng n cc nhn vin lm cho h t nguyn v nhit tnh thc hin cc hnh
ng cn thit nhm t c cc mc tiu bn hng ra.
3.1.1.2. Cc nguyn tc
- m bo s kt hp hi ha gia cc mc tiu: Qun tr bn hng cn tm ra s giao
thoa hi ha gia cc mc tiu ring ca tng thnh vin trong lc lng bn hng vi
mc tiu chung ca siu th.
- Ngi lnh o phi ng vai tr l phng tin tha mn cc nhu cu v mong
mun ca nhn vin.
- Lm vic theo chc trch v quyn hn: qun tr bn hng cng nh cc nhn vin
trong lc lng bn cn thc hin y cc nhim v v chu trch nhim v cc
cng vic trong phm vi quyn hn v trch nhim c giao.
3.1.2. Cc phng php lnh o trong bn hng
3.1.2.1. Lnh o trc tip
- Cch thc: Qun tr bn hng s nh r mt cch c th cng vic ca mi nhn
vin bn hng cng nh cch m cc nhn vin ny thc hin t mc tiu nh th
no v nhn vin no t c mc tiu s nhn c th lao thch ng.
- u im
+ Qun tr bn hng c th kim sot cht ch, nghim ngt mi hot ng ca cp
di.
+ Gii quyt cc vn nhanh chng, chp c c hi kinh doanh.
+ Gn trc tip trch nhim ca qun tr bn hng vi hot ng ca nhn vin, pht
huy c y cc nng lc v phm cht c nhn tt p ca qun tr bn hng.
- Nhc im
+ Khng pht huy c tnh sng to, tr tu ca nhn vin.
+ Nhng sai lm ca qun tr bn hng khng th c gp t cp di.
+ D to ra t tng chng i t pha nhn vin i vi qun tr bn hng.
24
3.1.2.2. Lnh o bng cch ng vin
- Cch thc: Qun tr bn hng ch yu s dng uy tn c nhn a ra nhng tc
ng n nhng ngi di quyn. Cch lnh o ny coi nhn vin nh khch hng,
m bo hon thnh cng vic, qun tr bn hng phi p ng c nhng nhu cu
ca cc nhn vin ny.
- u im
+ Pht huy c nng lc, tr tu ca tp th, ca cp di, to iu kin cho h t
nguyn, nhit tnh v sng to trong cng vic, nh t c hiu qu cao trong
cng tc lnh o.
+ Thit lp c mi quan h tt p gia cp trn vi cp di.
+ Cc quyt nh c cp di ng tnh ng h, chp nhn v lm theo.
- Nhc im
+ Cc quyt nh a ra c th thiu chnh xc, thiu s quyt on, b l c hi trong
kinh doanh.
+ Qun tr bn hng c th b mc cn bnh ba phi, thm ch theo ui cp di,
b cp di li dng, git dy m khng hay bit.
+ Mc chu trch nhim c nhn ca qun tr bn hng khng cao nn c th lm
gim lng tin ca cp di.
+ C th xy ra tnh trng dn ch gi to ly lng cp di.
3.1.2.3. Lnh o theo mc tiu c nh hng
- Cch thc: qun tr bn hng nm bt v tnh hnh v lc lng bn hng ri t ra
hng mc tiu cho h v thuyt phc h tin rng h c th t c cc mc tiu .
- u im
+ Pht huy c nng lc, tr tu ca tp th, ca cp di, to iu kin cho h t
nguyn, nhit tnh v sng to trong cng vic.
+ To khng kh thi ua, phn u trong lc lng bn hng.
+ Cc quyt nh c cp di ng tnh ng h, chp nhn v lm theo.
- Nhc im
+ Qun tr bn hng kh kim sot c cc hot ng ca cp di.
+ D pht sinh t tng v li trong nhn vin bn hng, gy nh hng n hnh nh
siu th.
3.1.2.4. Lnh o c tham d

25
- Cch thc: Qun tr bn hng to iu kin cho nhn vin tham gia vo qu trnh ra
quyt nh t khin h b thu ht v c trch nhim hn vi vic thc hin quyt
nh
- u im
+ Pht huy c nng lc, tr tu ca tp th, ca cp di, to iu kin cho h t
nguyn, nhit tnh thc hin cng vic.
+ Cc quyt nh c cp di ng tnh ng h, chp nhn v lm theo.
+ To bu khng kh ha ng, ci m gia qun tr bn hng v nhn vin trong siu
th
- Nhc im
+ C th dn ti tnh trng mu thun, kh thng nht kin dn n tn thi gian,
lm chm qu trnh ra quyt nh, b l c hi kinh doanh.
+ i hi nh qun tr phi c lp trng, t tng vng vng khng b cp di li
dng, git dy, gim tnh khch quan.
3.1.2. To ng lc cho lc lng bn hng
3.1.2.1. Vai tr
- i vi nhn vin:
+ To c hi nng cao mc thu nhp m bo mt iu kin sng xng ng vi
kh nng.
+ To c hi c ph by nng lc, th hin bn thn trc bn b, ng nghip
trong, ngoi cng ty.
+ To tm l yn tm, tin tng, gn b vi cng vic.
- i vi siu th:
+ H tr, thi hnh chin lc v cc mc tiu chung.
+ Thay th gim st trc tip ca gim c bn hng.
+ ng vin nhn vin bn hng hot ng hiu qu.
+ Gim chu chuyn lao ng (tnh trng nhn vin bn hng chuyn ni lm vic
trong thi gian ngn).
3.1.2.1. Cc cch thc to ng lc cho lc lng bn hng
a. Cc cch thc ng vin bng ti chnh
- Cng c ng vin

26
+Lng thun (Lng trc tip): Lng thun l mc lng tr cho nhn vin bn
hng trong mt khong thi gian nht nh thc hin cc hot ng lin quan ti
bn hng.
+ Hoa hng thun: Hoa hng thun l t l phn trm trn mt n v bn ra (%/ mt
sn phm bn c, %/doanh s thc hin) m siu th tr cho nhn vin bn hng
trong mt khong thi gian nht nh.
+ Lng cng thng: L mc lng tr bnh thng, c nh cng cc khon tin tr
thm cho c nhn, nhm bn hng khi hon thnh cc ch tiu bn hng.
+ Lng cng hoa hng: L hnh thc kt hp lng c bn vi vic khuyn khch
trc tip bng mt t l phn trm trn mt n v bn hng.
- u im:
+ Khch l tch cc lao ng vt mc ca nhn vin bn hng.
+ m bo nng cao mc sng cho nhn vin bn hng.
+ Tc ng mnh n nng sut v kt qu cng vic ca nhn vin bn hng.
- Nhc im:
+ Tn km v chi ph
+ Phc tp trong cng tc tnh ton tin lng v d tr cc khon chi ph
+ Khng to ng lc lm vic lu di cho nhn vin.
b.Cch thc ng vin phi ti chnh
- Cng c ng vin: ng vin bng cc hnh thc nh ghi nhn cng lao, trao tng
bng khen, k nim chng; khen ngi, khuyn khch, to c hi thng tin, tham d
cc cuc hp, hi ngh bn hng
- u im:
+ p ng nhu cu tm l ca nhn vin bn hng.
+ Th hin c s ghi nhn cng lao ng gp ca nhn vin i vi doanh
nghip, lm cho h gn b hn vi cng vic, vi t chc.
+ To ng lc lm vic lu di cho nhn vin.
- Nhc im:
+ i hi cn b qun l phi la chn cc hnh thc, phng php ng vin
thch hp.
+ ng vin khng hp l d dn n mt on kt ni b, hay mang li nhng
kt qu khng nh mong mun.
3.2. KIM TRA NH GI LC LNG BN HNG
3.2.1. Mc ch ca kim tra, nh gi lc lng bn hng
- nh gi kt qu t c ca nhn vin bn hng trong thi gian qua.
- a ra cc hot ng tng doanh s bn hng cho nhn vin trong thi gian sau.
- L c s ra cc gii php ng vin nhn vin bn hng nng cao hiu qu
thc hin.
27
- l c s cho Gim c bn hng trong cc quyt nh nh tnh lng/ thung, tng
lng, bt, cch chc, sa thi...
3.2.2. Quy trnh kim tra, nh gi lc lng bn hng
3.2.2.1. Xc nh cc tiu chun nh gi
* Cc loi tiu chun nh gi
- Cc tiu chun o lng kt qu:
+ Tng doanh s, sn lng bn hng theo mt hng v theo thi gian.
+ Sn lng bn so vi ch tiu v so vi cc thi k trc.
+ S lng/ t l hng mt mt, hng hng, hng li tr v kho.
- Cc tiu chun o lng hot ng bn hng.
+ V sinh quy k ni c phn cng qun l.
+ Quy cch, hnh thc trng by hng ha ti gian hng.
+ Nim yt gi y v chnh xc.
+ Thi , tc phong phc v khch hng.
+ Kin thc v sn phm, chnh sch bn hng, khch hng, cc chng trnh
bn hng ca i th.
+ Tinh thn hp tc trong cng vic.
* Cc yu cu ca tiu chun nh gi
- Lng ho cc tiu chun kim tra
- Hn ch s lng tiu chun kim tra mc ti thiu
- Qun tr bn hng nn tho lun chn thnh, tch cc vi nhn vin da trn tng
tiu chun nh gi c s thng nht cao v h tiu chun.
- Cc tiu chun cn phi linh hot, ph hp vi tng t chc, tng b phn v tng
con ngi.
3.2.2.2. o lng v nh gi vic thc hin
- o lng vic thc hin:
+ Vic o lng c tin hnh ti cc khu vc hot ng ca nhn vin trn c
s ni dung c xc nh.
+ Vic o lng phi c thc hin trong sut qu trnh thc hin nhim v
ca nhn vin c th pht hin nhng du hiu v thay i c th nh hng n
cht lng cng vic.

28
 + Vic o lng phi c lp i lp li vi cc phng php a dng. Tn s
ca vic o lng ph thuc vo tnh trng cng vic, c im ca nhn vin.
+ Cn khuyn khch nhn vin bn hng tho lun kt qu t c vi tng
ch tiu, t nh gi kt qu thc hin v a ra cc quan im, kin nh gi.
- nh gi vic thc hin
+ Xem xt s ph hp gia kt qu o lng so vi h tiu chun.
+ Nu kt qu thc hin khng ph hp vi tiu chun th phi phn tch
nguyn nhn ca s sai lch v nhng hu qu ca n i vi cht lng phc v
khch hng cng nh kh nng t c mc tiu ca siu th kt lun c cn tin
hnh iu chnh hay khng.
+ Nhn vin bn hng cn hiu r kt qu nh gi. Nu c s bt ng, Gim
c bn hng cn gii thch cn k ngay ti cuc nh gi.
3.2.2.3. Cc hot ng sau nh gi:
- Ngay sau cuc nh gi trc tip, Gim c bn hng cn thng bo chnh thc cho
nhn vin bn hng v kt qu nh gi.
- sut v thc thin cc hot ng nh :
+ Thng, cc hnh thc khen ngi cng khai.
+ bt.
+ Cc hot ng khc phc, ci thin kt qu cho thi gian sau.
+ Cc bin php tiu cc: ging chc, sa thi.

CU HI N TP

1. Nh qun tr bn hng cn lm g lnh o tt lc lng bn hng

2. Phn tch phng php lnh o trc tip? Cho v d minh ha?
3. Phn tch phng php lnh o bng cch ng vin? Cho v d minh ha?

29
 4. Phn tch phng php lnh o theo mc tiu c nh hng? Cho v d minh
ha?
5. Phn tch phng php lnh o c tham d? Cho v d minh ha?
6. Phn tch cc cch thc ng vin bng ti chnh? Ly v d minh ha v mt
siu th c th?
7. Phn tch cc cch thc ng vin phi ti chnh? Ly v d minh ha v mt
siu th c th?
8. Ti sao cn nh gi lc lng bn hng?
9. Tm hiu v vic s dng cc tiu ch nh gi lc lng bn hng ca mt siu
th c th?

Chng 4: CHNH SCH HNG HA TRONG SIU TH

4.1. CC QUYT NH V MUA HNG

4.1.1. Xc nh nhu cu mua hng

30
 - Thng qua nhn vin bn hng ph trch gian hng bo sp ht hng cho th
kho, th kho kim tra hng tn trong kho, nu ht hoc gn ht th bo qun l bn
hng t hng tip.
- Thng qua phn mm s dng my vi tnh: Nu s lng hn tn kho n
im ti mua th t ng phn mm s bo mt hng n thi gian t hng tip. Nu
mua bn theo th n t th my t ng bo cho nh cung cp chuyn hng n
kp thi.
- Thng quaNu siu th c Phng thu mua ring th qun l bn hng da trn
c s hng tn ti gian hng v kho lp phiu yu cu gii v phng Thu mua. Trn
phiu yu cu ghi r tn hng, m t mt hng, m s, model, s series, mu sc, s
lng, thi gian...
4.1.2. Quyt nh chnh xc cc loi hng ha cn mua
- Qun l bn hng cn c vo nhu cu mua hng pht sinh cng h s hng
ha ca nh cung cp nghin cu, la chn v thit lp danh mc cc mt hng cn
t hng tip.
- Lp danh sch chnh xc loi mt hng cn mua, s lng mua c th.
4.1.3. La chn nh cung cp
- Danh sch cc nh cung cp cng h s v hng ha, gi c ca tng nh cung
cp c lp thng xuyn v c lu tr ti siu th.
- Cn c trn thng tin v tng nh cung cp, qun l bn hng s la chn t
hng t nh cung cp c gi thp nht vi cht lng hng ha v thi gian giao hng
yu cu.
4.1.4. t hng
- Vic t hng c th thc hin di nhiu hnh thc khc nhau: Hp ng,
in thoi, mng Internet, t hng tn ni, gi phiu t hng.
- Khi nhn c thng tin t hng, nh cung ng s bo cho siu th bit
nhn c n t hng v hai bn trao i v thi gian giao hng, th thc thanh
ton.
- Khi hng ha c xp ln phng tin vn chuyn, nh cung cp s gii
chng t nh ha n, bng k chi tit ng gi, ha n vn chuyn...
4.1.5. Nhn hng v kim tra hng ha.

31
 - Khi nhn c hng ha, qun l bn hng tin hnh kim tra hng ha so vi
n t hng v ha n m bo ng mt hng, quy cch, phm cht sn phm,
gi c nh yu cu.
- Cc thng tin v sai lch cn c thng bo vi nh cung cp gii quyt
v lu h s theo di v nhc nh nh cung cp.
4.1.6. Nhp vo phn mm, nh m v dn m hng ha
- Khai bo, t tn cho cc hng ha mi nhp vo phn mm qun l.
+ i vi hng ho c m vch: S dng u c m vch qut sn phm vo phn
mm:Tn hng ho, hng sn xut, kch c, chng loi, mu sc, s lng.
+ i vi hng ha khng c m vch: t tn theo s hoc theo tn sn phm.
- Dn m hng ha
+ i vi hng ha c m vch: khng cn dn m m thchin qun l theo m vch.
+ i vi hng ha khng c m vch: In m vch v dn ln tt c cc sn sn phm
trc khi by ln k.
4.2. QUN TR HNG TN KHO
4.2.1. Khi nim
Qun tr hng ha tn kho trong siu th l hot ng qun tr lin quan n cc
vn d tr hng ha trong siu th nh: xc nh lng tn kho hp l nht, quy
trnh nhp hng lu kho, cch thc b tr v sp xp hng ha trong kho...
4.2.2. Mc tiu
- m bo cho hng ha c s lng v c cu, khng lm cho qu trnh bn ra b
gin on, gp phn nng cao cht lng kinh doanh v trnh b ng hng ha.
- m bo gi gn hng ha v mt gi tr v gi tr s dng, gp phn lm gim h
hng, mt mt hng ha, gy tn tht v ti sn cho doanh nghip
- m bo cho lng vn ca doanh nghip tn ti di hnh thi vt cht cc mc
ti u nhm tng hiu qu ca vn hng ha v gp phn lm gim chi ph bo
qun hng ha.

4.2.3. Cc h thng qun l hng tn kho

4.2.3.1. H thng b sung nh k
- c im:
+ Thi gian t hng c xc nh t trc v thng c nh (VD: 1 thng 1 ln)
+ Khi tin hnh nhp hng ca tng danh mc sn phm s lm cho s lng hng d
tr ca sn phm v mc nh (thng l ti a). S lng hng d tr ph
thuc vo quyt nh t hng v mc tn kho nh
32
- u im: Ch ng trong qu trnh lu kho cc hng ha, c th d dng p dng cc
m hnh tnh ton lng tn kho hp l nht
- Nhc im: i vi nhng thi im hoc nhng mt hng c lng tiu th mnh,
lng tn kho c th khng p ng ngay lp tc nhu cu bn ca siu th, c th lm
tng chi ph do hng c t nh k trong khi c kh nng trong kho vn cn hng
4.2.3.2. H thng t hng kp thi
- c im:
+ Hng s c nhp khi mc tn kho mc bo ng (hoc ti thiu). Khi , siu
th s tin hnh t hng v hng s chuyn v kp thi
+ H thng ny i hi siu th phi theo di n khi lng hng trong kho gim ti
mc t hng th s tin hnh b sung theo cc n hng nh trc v s lng t
khi thay i
- u im: gim thiu cc chi ph lu kho, t hng
- Nhc im: i vi mt s mt hng c thi gian ch vn chuyn t nh cung cp
n siu th lu th c th dn n tnh trng hng trong kho, gy gin on qu trnh
bn hng
4.2.3.3. H thng d tr kt hp
- c im: Trong siu th c th p dng kt hp h thng b sung nh k v h
thng t hng kp thi, ty thuc vo tng mt hng la chn h thng qun l d
tr ph hp
- u im: mi mt hng s c nhng c im khc nhau trong d tr v vy la
chn c h thng d tr kt hp s xy dng c phng n lu kho tng mt
hng ph hp
- Nhc im: Chi ph, thi gian, ngun lc ginh cho cng tc lu kho s gia tng

4.3. QUYT NH V S DNG NHN HIU HNG HA

4.3.1. Khi nim nhn hiu hng ha
Nhn hiu l tn gi, thut ng, biu tng, hnh v hay s kt hp gia chng,
c dng xc nhn sn phm ca mt ngi bn hay mt nhm ngi bn v
phn bit chng vi sn phm ca cc i th cnh tranh.
4.3.2. Cc quyt nh v nhn hiu hng ha trong siu th
4.3.2.1. S dng nhn hiu ca cc nh sn xut
- Cch thc: Siu th tin hnh kinh doanh cc sn phm, hng ha di nhn hiu ca
cc nh sn sut..
- u im: sn phm d dng thm nhp c vo th trng nh danh ting ca cc
nh sn xut, siu th khng tn chi ph qung co, bo h nhn hiu.

33
- Nhc im:
+ Ph thuc vo danh ting, uy tn ca nh sn xut, nu nh sn xut cha c danh
ting, uy tn, hng ha tiu th chm, tn ng nhiu.
+ T sut li nhun thp.
4.3.2.2. Pht trin cc nhn hiu ring
- Cch thc: Siu th tin hnh xy dng v pht trin cc nhn hiu hng ha ca
ring mnh gn cho cc mt hng kinh doanh trong siu th.
- u im:
+ Gip siu th tn dng li th phn phi v uy tn sn c ca mnh m rng hot
ng kinh doanh, tang t sut li nhun.
+ To c danh ting v khng nh c uy tn cho siu th trn th trng thng
qua cc sn phm c trng. Thun li cho vic pht trin cc sn phm mi, thun li
cho vic qun l, s dng nhn hiu.
-Nhc im: Tn thi gian v chi ph thit k sn phm, ng k, qung co, bo h
nhn hiu hng ha.
4.3. QUN L CHNG LOI HNG HA
4.3.1.Khi nim
Chng loi hng ha trong siu th l mt nhm hng ha c lin quan cht ch
vi nhau do ging nhau v chc nng hay do bn chung cho cng mt nhm khch
hng hay trong khun kh cng mt dy gi.

4.3.2. Cc quyt nh c bn lin quan n chng loi sn phm

4.3.2.1. Quyt nh v b rng chng loi
- Khi nim: B rng ca chng loi sn phm l s phn gii v s lng cc mt
hng, thnh phn theo mt tiu thc nht nh.
- Cc quyt nh lin quan n b rng ca chng loi sn phm:
+ Pht trin chng loi: Siu th pht trin cc mt hng trong cc chng loi
sn phm hin c chim lnh phn th trng thp hn hoc cao hn.
+ B sung mt hng cho chng loi sn phm: Siu th b sung sn phm mi
trong khun kh nhng mt hng hin c ca tng chng loi sn phm.
4.3.2.2. Quyt nh v danh mc sn phm

34
- Khi nim: danh mc sn phm trong siu th l tp hp tt c cc chng loi sn
phm v cc n v sn phm m siu th cho bn cho ngi mua.
- Cc quyt nh lin quan n danh mc sn phm:
+ M rng b rng ca danh mc sn phm: B sung thm nhng chng loi
sn phm mi.
+ Tng mc phong ph ca danh mc sn phm:b sung thm cc mt hng
thnh phn trong mi chng loi nhm tin ti chng loi sn phm y .
+ Pht trin b su ca danh mc sn phm: a ra nhiu phng n cho bn
cho tng mt hng sn c trong khun kh nhm chng loi.
+ Tng mc hi ho ca danh mc sn phm: l tng mc gn gi ca

CU HI N TP

1. Ti sao cc siu th cn xc nh nhu cu mua hng? Lin h thc t v qu

trnh xc nh nhu cu mua hng ca mt siu th c th?
2. Vic la chn nh cung cp gip ch g cho hot ng ca siu th?
3. M t qu trnh mua mt mt hng ca mt siu th c th?
4. Qun tr hng tn kho l g? Ti sao siu th cn qun tr hng tn kho?
5. Phn tch h thng qun l hng tn kho theo hnh thc b sung nh k?
6. Phn tch h thng qun l hng tn kho theo hnh thc t hng kp thi?
7. Phn tch h thng qun l hng tn kho theo hnh thc d tr kt hp?

35
 8. Phn tch vic s dng nhn hiu ca cc nh sn xut trong siu th? Ly v d
minh ha
9. Ti sao hin nay cc siu th ln u pht trin cc nhn hiu ring cho sn
phm, hng ha ca mnh?
10. Lin h vic pht trin v s dng cc nhn hiu ring ca cc siu th ti Vit
Nam hin nay?

Chng 5: CHNH SCH GI TRONG SIU TH

5.1. KHI NIM

- Vi hot ng trao i: Gi l mi tng quan trao i trn th trng
- Vi ngi mua: Gi c ca mt sn phm hay dch v l khon tin m ngi mua
phi tr cho ngi bn c quyn s hu, s dng sn phm hay dch v .
- Vi ngi bn: Gi c ca mt sn phm hay dch v l khon thu nhp ngi bn
nhn c nh vic tiu th sn phm
5.2. CC PHNG PHP NH GI
5.2.1. Phng php nh gi da vo gi nhp hng ha

36
* nh gi theo cch cng li vo gi nhp

Gi d kin = Gi nhp sn phm + Li d kin

* nh gi theo t sut li nhun mc tiu

Li nhun mong mun
tnh trn vn u t cho sn phm
Gi (m bo li Gi nhp sn phm
nhun mc tiu) = +
S lng tiu th

5.2.2. Phng php nh gi theo mc gi hin hnh

- t gi ngang bng vi gi bn sn phm ca cc siu th cnh tranh
- t gi cao hn gi bn sn phm ca cc siu th cnh tranh
- t gi thp hn gi bn sn phm ca cc siu th cnh tranh
5.3. CC CHNH SCH GI TRONG SIU TH
5.3.1. Chnh sch mt gi
- Ni dung: Siu th bn hng vi cng mt gi duy nht cho tt c cc khch hng
mua sn phm theo cng mt iu kin.
- u im:
+ Vic qun l n gin, d dng.
+ To cho khch hng cm gic mc gi ca siu th l rt tt.
- Nhc im:
+ Khng kch thch khch hng mua nhiu, mua thng xuyn.
+ Khng thch ng vi nhng thay i trn th trng.
+ Lm gim s ch ng, sang to ca nhn vin bn hng.
5.3.2. Chnh sch gi linh hot
- Ni dung: Siu th bn hng ha theo cc mc gi khc nhau cc khch hng ty
thuc vo iu kin mua hng, s thay i nhu cu th trng hay s thay i gi ca
i th cnh tranh.
- u im:
+ Thch nghi vi nhng thay i trn th trng v ng thi ca i th cnh tranh.
+ To ra nhiu s la chn cho khch hng, kch thch khch hng mua vi s lng
v tn sut m siu th mong mun.
37
+ Nng cao s ch ng, sng to ca nhn vin bn hng trong qu trnh t vn khch hng.
- Nhc im:
+ Vic qun l phc tp hn.
+ i hi phi c s cp nht cc thng tin mi nht v th trng v i th cnh tranh
5.3.2. Chnh sch gi phn bit
5.3.2.1. Phn bit gi theo dng v hn hp hng ha
a. Phn bit gi cho chng loi hng ha
- Cch thc nh gi: Siu th nh gi khc nhau cho nhng sn phm c cng
mt chc nng tng t, c bn cho cng mt nhm ngi tiu dng nhng khc
nhau v cht lng hoc kiu dng mu m.
- Mc ch: Khin ngi tiu dng tp trung mua vo nhng chng loi gi cao
v mua ng thi nhiu chng loi.
b. nh gi cho nhng sn phm ph thm
- Cch thc nh gi: Siu th nh gi thp hoc khng tnh gi cho nhng sn
phm bn ph km theo khuyn khch ngi mua.
- Mc ch: Siu th chp nhn hy sinh mc tiu li nhun sn phm ny
thu li li nhun sn phm khc cui cng t tng li nhun cao hn.
c. nh gi cho nhng sn phm km theo bt buc.
- Cch thc nh gi: Siu th thng nh gi thp cho sn phm chnh v bn
cc sn phm i km bt buc vi gi cao.
- Mc ch: thu ht khch hng mua sn phm chnh v thu li nhun cao cc
sn phm km theo bt buc.
d. Phn bit theo gi trn gi v gi sn phm ring l
- Cch thc nh gi: Siu th tp hp mt s sn phm bn chng thnh
b hoc gi, vi gi bn nh hn tng tin mua gi hng theo phng thc bn
ring r
- Mc ch:
+ Khuyn khch khch hng muc nhiu sn phm.
+ Bn km nhng sn phm bn chy vi nhng sn phm tn nhiu.
5.3.2.2. Phn bit gi theo khu vc a l
- Cc cch nh gi:

38
 + Xc nh gi thng nht bao gm c chi ph vn chuyn: p dng mt mc
gi bn thng nht cho tt c cc khu vc th trng trn c s tnh chi ph vn chuyn
bnh qun theo nguyn tc ly gn b xa.
+ p dng gi bn cho tng khu vc: Xc nh gi bn cho tng khu vc th
trng theo chi ph vn chuyn n khu vc .
- Mc ch: Siu th dng cc cch tnh gi trn cn i v sc mua v chi
ph vn chuyn hng ha gia cc khu vc th trng.
5.3.2.3. Chit gi v bt gi
+ Chit gi cho s lng mua ln: L vic gim gi cho nhng ngi mua m
khi lng trong mt ln mua hoc tnh trong mt thi gian nht nh ln.
+ Chit khu thi v: L vic gim gi cho nhng khch hng mua sn phm
hoc dch v tri ma tiu th thng thng.
+ Chit gi khuyn khch thanh ton bng tin mt v thanh ton nhanh: l vic
gim gi cho nhng khch hng thanh ton bng tin mt v thanh ton nhanh cho cc
ha n mua hng.
+ Bt gi: L mt dng gim gi bn so vi biu gi quy nh trong cc
trng hp bn li hng c, mua hng mi, gii phng hng chm lun chuyn...
- Mc ch: Siu th iu chnh mc gi c bn ca mnh khuyn khch khch hng
trong vic mua v thanh ton.
- K thut thc hin:
+ Gim, chit gi ngay trn bng gi nim yt.
+ T vn trc tip, gim, v chit gi theo ha n thanh ton.

CU HI N TP

1. Phn tch cc phng php nh gi cho sn phm m cc siu th c th s

dng? Ly v d minh ha cho mi phng php?
2. Phn tch v ly v d minh ha v vic p dng chnh sch mt gi trong siu
th?
3. Phn tch v ly v d minh ha v vic p dng chnh sch gi linh hot trong
siu th?

39
 4. Ti sao cc siu th thc hin vic phn bit gi cho chng loi hng ha? Ly
v d minh ha?
5. Ti sao cc siu th thc hin vic phn bit gi theo khu vc a l? Ly v d
minh ha?
6. Chnh sch chit gi v bt gi c s dng nh th no trong siu th? Ti
sao siu th thc hin chnh sch ny?
7. Tm hiu v phn tch phng php nh gi sn phm ca mt siu th c th?

Chng 6: QUN L HOT NG XC TIN HN HP TI SIU TH

6.1. QUNG CO
6.1.1. M c ch
- Cung cp thng tin v hng ha siu th ang bn hoc sp bn cho khch hng
- Cung cp thng tin v nhng dch v km theo bn hng hoc cc chng trnh xc
tin ang c thc hin ti siu th.
- Kch thch nhu cu mua sm ca khch hng

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- y mnh bn hng ti siu th
6.1.2. Cc hnh thc qung co
6.1.2.1. Qung co bn ngoi siu th
- Qung co bn ngoi l hnh thc qung co c thc hin trn cc phng tin
thng tin i chng bn ngoi siu th.
- Cc hnh thc qung co bn ngoi siu th
+ Qung co trn bo ch: Qung co bo ch l hnh thc truyn ti nhng
thng tin v cc sn phm v hot ng ca siu th trn cc loi bo, tp ch.
+ Qung co trn i pht thanh, truyn hnh, Internet: y l hnh thc gii
thiu v sn phm v hot ng ca siu th thng qua cc chng trnh pht sng ca
cc i pht thanh, truyn hnh v mng internet.
+ Qung co trn xe lu ng: y l hnh thc truyn ti nhng thng tin v
cc sn phm v hot ng ca siu th trn cc phng tin giao thng cng cng.
+ Qung co ngoi tri. y l hnh thc truyn ti nhng thng tin v cc sn
phm v hot ng ca siu th trn cc baner, p phch, bng rn ngoi tri.
+ Qung co ti hi ch, trin lm: y l hnh thc gii thiu v sn phm
v hot ng ca siu th thng qua cc chng trnh hi ch, cc cuc trin lm
6.1.2.2. Qung co ti siu th
- Qung co ti siu th l hnh thc qung co c thc hin thng qua cc cng c
truyn thng ti siu th.
- Cc hnh thc qung co ti siu th:
+ Nim yt trn bng thng bo ti ca ra vo.
+ Trng by trong cc t trng by chuyn dng ti trc ca, pha trong, hoc
xung quanh siu th. Trng by ti ni quy, t, kby hng.
+ p phch, bang rn trc siu th v ngoi mt ph.
+ Nhng t bm qung co pht cho khch hng hoc t trong cc gi, xe
y trong siu th ti cc quy t phc v.
+ Truyn thanh thong tin qung co qua h thng m thanh ti siu th.
+ Chiu cc mc qung co ln thit b hin hnh ti siu th.
+ Truyn hnh cc sn phm mc tiu hay chng trnh khuyn mi t ti
quy thu ngn khch hng xem qung co trong khi ng i.
+ Qung co trn bao b hng ha, ti xp, nilng ng hng cho khch.

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6.2. XC TIN BN
6.2.1. Mc ch
- Khuyn khch khch hng dng li v xem lt qua cc sn phm, t hnh thnh
v thc y nhu cu mua hng.
- Khuyn khch khch hng mua vi khi lng ln hn.
- Khuyn khch khch hng lp li vic mua hng.
6.2.2. Cc hnh thc xc tin bn
6.2.2.1. Qu thng ti ch
- Khch hng nhn c qu ngay lc mua hng. Qu c th c trong gi hng,
kp vo gi hng, gn gi hng, vt cha hng.
- Lu khi p dng qu thng ti ch:
+ Sn phm thc s hu ch cho ngi nhn. To s ham mun tham gia s
hu.
+ Qu tng him c, kh tm thy trn th trng.
+ Qu tng c tnh cnh tranh vi cc hng ha cng loi c trn th trng.
+ Qu tng c ng gi thch hp d dng cho ngi nhn nhn qu, k c
gi qua ng bu in.
6.2.2.2. Thng thm hng
- Khch hng c mua lng sn phm nhiu hn vi gi khng i.
- Cc hnh thc thng thm hng
+ Tng thm trng lng sn phm trong gi m gi khng i.
+ Tng thm mt s n v sn phm khi mua vi mt s lng nht nh.
+ Tng thm sn phm khc khi mua mt s lng nht nh sn phm.

6.2.2.3. Bc thm, th co hoc quay s trng thng.

- Bc thm trng thng: L hnh thc thng c t chc trong nhng dp c bit,
khch hng c quyn bc thm nhn nhng mt gii thng bt k m siu th
chun b khi h t nhng tiu chun v s lng n hng, gi tr mua hng, thi gian
mua hng
- Th co: L hnh thc tng cho khch hng tiu chun cc th trong c ghi gii
thng nhng b che kn, khch hng phi co bit c gii thng ca mnh.

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- Quay s trng thng: y l hnh thc cung cp cho cc khch hng tiu chun
mt m s ngu nhin h c c hi nhn c nhng qu tng c gi tr khi siu th
tin hnh quay thng.
6.2.2.4. Phiu mua hng hoc phiu thng
- L hnh thc pht hnh cc phiu c mnh gi hoc t l gim gi nht nh bn
hoc tng cho khch hng khi h mua hng t ti mt tiu chun nht nh nh s
lng sn phm, gi tr n hng
- Cc dng phiu:
+ Phiu mua hng tng cho khch hng, c gi tr khi khch hng mua lp li
ti siu th hoc cc siu th trong h thng.
+ Phiu mua hng bn cho khch hng s dng biu tng.
6.2.2.5. ng gi hng chung vi nhau theo mt ch nht nh.
- y l hnh thc siu th ng gi mt s lng hng ha vi nhau theo mt ch
nht nh v bn vi gi l tng cc sn phm ring l.
- Cc hnh thc gi hng chung:
+ Gi qu tt: Bnh, mt, ko, ch, ru, c ph..
+ Hp qu tng 8/3, 20/10: M phm, cc sn phm chm sc c nhn nh du
gi, du x, sa ra mt, sa tm, khn, ph kinc gi thnh b vi bao b p
mt.
+ Hp qu valentine: Cc hp chocolate c thit k bt mt vi hnh tri tim,
hoa hng km theo n buc hoc ti ng ngha.
6.2.2.6. u i phi hp
- L dng kt hp nhiu hnh thc khuyn mi vi nhau.
- Cc dng u i phi hp:
+ Tng qu km phiu mua hng.
+ Hon thin theo t l ha n v qu tng.
+ Hon tin theo t l ha n km phiu trng thng.
+ Tng qu km phiu trng thng.
6.2.2.7. Trnh din m t
- L hnh thc thuyt minh v tnh nng, cng dng ca sn phm ti ch bn v trng
by sn phm nhm li cun, kch thch khch hng dng chn xem, tri nghim v
mua sn phm.

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- Cc hnh thc thuyt minh:
+ Thuyt minh qua bng video.
+ Thuyt minh qua k xo in nh trn vi tnh
+ S dng nhn vin thuyt minh thc t ti hin trng.
6.2.2.8. Tem mua hng, th thnh vin, th khch hng thn thit
y l hnh thc tng cho khch hng iu kin cc tem/th mua hng th
hin s lng hng mua, tch ly thnh im v c th i ly hng ha, c gim
tin hay c tng mt mn qu no .
6.3. CHM SC KHCH HNG
6.3.1. Khi nim
Chm sc khch hng l tt c cc cng vic m doanh nghip phi lm tha
mn nhu cu v mong i ca khch hng nhm gi cc khch hng hin ti.
6.3.2. Vai tr ca cng tc chm sc khch hng
- Gp phn thu ht khch hng tim nng nhm m rng th trng cho doanh
nghip. Vic chm sc tt khch hng hin ti gip to ra uy tn v danh ting cho
doanh nghip nn c tc dng thu ht thm cc khch hng mi.
- Gip doanh nghip duy tr c khch hng hin ti v to ra khch hng
trung thnh.
-Gip doanh nghip gim cc chi ph tm khch hng mi hay chi ph x l,
khc phc hu qu do s khng hi lng ca khch hng khi tiu dng sn phm.
- Gip nng cao kh nng cnh tranh v tng doanh s bn hng trong bi cnh cnh
tranh gia tng gia cc doanh nghip. Khch hng khng ch mua sn phm m cn
quan tm ti cc dch v i km.

6.3.3. Ni dung chng trnh chm sc khch hng

6.3.3.1. Thit k v qun l kho d liu thng tin khch hng
- Ni dung: Thit k v qun l kho d liu thng tin khch hng l qu trnh xy dng
bng d liu v cc mi quan h d liu ni b nhm qun l thng tin v khch hng,
nhu cu ca h, phn tch bn hng v phn tch i th cnh tranh.
- Cc hot ng cn thc hin:

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+ Phn loi khch hng thnh cc nhm da trn cc tiu ch khc nhau ty thuc vo
c im sn phm v kh nng ti chnh ca doanh nghip.
+ Thu nhp d liu lin quan n tng nhm khch hng: tn, a ch, thu nhp, thi
quen mua hng, s thch, s trng, gia nh, v tr x hi...
+ Xy dng chng trnh chm sc khch hng cho mi nhm khch hng khc nhau
c c hiu qu tt nht.
6.3.3.2. Qun tr cht lng sn phm dch v
- Ni dung: Mt trong nhng yu t mang li s hi lng ca khch hng l cht lng
cc sn phm, dch v. Qun tr cht lng sn phm, dch v l qu trnh hoch nh,
t chc thc hin, gim st nh gi v iu chnh mt chng trnh ci tin cht
lng.
- Xy dng h thng qun tr cht lng:
Bc 1: La chn v lp k hoch xy dng h thng qun tr cht lng
+ Cc cn c la chn m hnh qun tr cht lng ph hp: lnh vc hot ng,
hnh thc t chc, ti chnh, cc iu kin khc v th trng (c bit l yu t khch
hng).
+ Sau khi la chn xong m hnh, doanh nghip cn ln k hoch xy dng h thng.
Doanh nghip cn lp k hoch tng th, k hoch chi tit, thi gian v khi lng
cng vic m doanh nghip phi tin hnh.
Bc 2: Xy dng h thng qun tr cht lng
+ Qu trnh xy dng h thng qun tr cht lng bao gm cc cng vic sau:
* Thit lp c cu t chc v qun tr cht lng.
* B nhim lnh o, thnh lp ban/t/i/nhm iu phi v la chn t vn nu cn.
* o to nhn thc v h thng qun tr cht lng m doanh nghip hng ti.
* Kho st hin trng xem cc yu cu no c thc hin, thc hin n mc
no, p ng c yu cu ra hay cha.
* o to vit ti liu ca h thng qun tr cht lng.
* Xy dng h thng ti liu v cng b p dng.
* Trin khai p dng ti ton b doanh nghip
* o to nh gi ni b, nh gi chng nhn v nhn chng ch, duy tr h thng.
Bc 3. nh gi h thng qun tr cht lng

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+ Khi nim: nh gi h thng qun tr cht lng l mt qu trnh c h thng v
c lp nhm xc nh mc thc hin cc chun mc tho thun.
+ Cc hnh thc: nh gi ni b, nh gi ca khch hng, nh gi chng nhn.
+ Mc ch nh gi nhm xc nh H thng qun tr cht lng c xy dng,
lp thnh vn bn v c mi ngi thng hiu cha; H thng ny c c tun th
v thc hin c hiu qu khng; Trong qu trnh thc hin, h thng c mang tnh
m bo cht lng khng; ra nhng hnh ng khc phc, phng nga v ci tin
cn thit nng cao hiu qu ca h thng cht lng, em li li ch cho doanh
nghip..
+ Qu trnh nh gi c thc hin theo trnh t gm bn giai on l lp k hoch
nh gi, tin hnh nh gi, vit bo co nh gi v gim st sau nh gi.
Bc 4. Duy tr v pht trin h thng qun tr cht lng
+ Duy tr cc hot ng cht lng.
+ nh gi nh k, kp thi tm ra nhng im khng ph hp v khc phc nhng
im khng ph hp .
+ Khuyn khch ci tin i mi sng to nhm khng ngng nng cao hiu qu v
hiu lc ca h thng qun tr cht lng.
6.3.3.3. Qun l khiu ni ca khch hng
- Ni dung: Qun l khiu ni ca khch hng l qu trnh xy dng i ng nhn vin
tip nhn thng tin khiu ni v gii quyt cc vn ca khch hng nhm nng cao
s tha mn ca khch hng.
- Cc cng vic lin quan n qun l khiu ni ca khch hng
+ Thit lp i ng nhn vin chm sc khch hng v tp hun v nghip v chm
sc khch hng.
+ Xy dng quy trnh gii quyt khiu ni ca khch hng v ph bin ti ton doanh
nghip.
+ Xy dng h thng s sch gii quyt khiu ni ca khch hng theo di thng tin
khiu ni v tin trnh gii quyt ca cc b phn lin quan.
+ T chc nh gi nh k cc khiu ni ca khch hng hn ch cc nguyn nhn
v nng cao hiu qu hot ng chm sc khch hng.
+ a cc thng tin v th tc gii quyt khiu ni ca khch hng ln website ca
doanh nghip.

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6.3.3.4. Qun l i ng nhn vin chm sc khch hng
- Ni dung: Qun l i ng nhn vin chm sc khch hng l qu trnh thit lp c
cu b phn chm sc khch hng v phn giao trch nhim chm sc khch hng
trong ton doanh nghip nhm cung cp sn phm dch v m bo cht lng, tha
mn ti a nhu cu khch hng.
- Cc cng vic c th:
+ T chc b phn chm sc khch hng v phn giao quyn hn, trch nhim ca b
phn ny trong mi quan h vi c cu t chc ca doanh nghip.
+ Giao trch nhim cho cc b phn lin quan trong vic cung ng sn phm, dch v
hay gii quyt khiu ni ca khch hng trong qu trnh sn xut, cung ng sn phm
dch v.
+ Qun trit tinh thn, thi phc v v trch nhim ca i ng nhn vin.
+ nh k nh gi hiu qu lm vic ca i ng nhn vin chm sc khch hng
kp thi pht hin sai st v c bin php iu chnh.

CU HI N TP

1. Ti sao cc siu th cn thc hin hot ng qung co?

2. Tm hiu v phn tch vic thc hin cc hot ng qung co ti mt siu th
c th trong thi gian hin nay?

47
 3. Ti sao trong cc siu th thng hay thc hin cc hot ng xc tin bn?
Ly v d minh ha?
4. Tm hiu v phn tch cc chng trnh xc tin bn ang c thc hin ti
mt siu th hin nay?
5. Ti sao siu th cn thc hin cc hot ng chm sc khch hng?
6. Vic thit k v qun l kho d liu khch hng c ngha nh th no i vi
hot ng ca siu th?
7. Lin h vic gii quyt khiu ni ca khch hng ti mt s siu th ti Vit
Nam?

NI DUNG THC HNH

Thi gian thc hnh l 8 ngy. Gio vin a sinh vin xung mt siu th trn
a bn thnh ph Thi Nguyn tm hiu v cc hot ng qun l thc t ti siu
th. Kt thc t i thc t, sinh vin vit thu hoch np li cho gio vin.

48
Thi gian Ni dung cng vic
Ngy 1 Lm quen, tm hiu v cc hot ng cung cp dch v cho khch hng
ti siu th
Ngy 2 Lm vic vi b phn qun l nhn s tm hiu cc ni dung:
+ C cu t chc lc lng bn hng ca siu th
+ Quy trnh, hnh thc tuyn dng lc lng bn hng ca siu th
+ Ni dung o to nhn vin mi v o to nhn vin thng xuyn
+ Hnh thc tr lng cho lc lng bn hng
+ Cc hnh thc khen thng cho lc lng bn hng ti siu th
+ Cc hnh thc kim tra i vi lc lng bn hng: Ni dung kim
tra, cc mu nh gi.
Ngy 3 - Lm quen vi cc chng loi hng ha trong siu th
- Xc nh cc loi nhn hiu s dng trong siu th
- Lm vic vi b phn thu mua hng ha ca siu th
+ Xc nh cc nh cung cp hng ha ca siu th
+ Cc hnh thc t hng/ chu k t hng
Ngy 4 - Tn hiu cc phng php nh gi trong siu th
- Tm hiu v cc chnh sch gi c p dng trong siu th
Ngy 5 - Tm hiu v hnh thc thit k, bi tr hng ha v phn b khng gian
ti siu th. S thay i cc hnh thc ny.
- Cc hot ng qung co v xc tin bn ang t chc ti siu th
- Cc hot ng pht trin mi quan h vi khch hng v chm sc
khch hng ti siu th
3 ngy tip Sinh vin lm bo co thu hoch ti nh.
theo

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