CHƢƠNG 2
KỸ NĂNG BÁN HÀNG VÀ
QUẢN LÝ CHẾ ĐỘ KHÁCH
HÀNG LỚN
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NỘI DUNG
2.1 Tìm hiểu về hành vi mua hàng của
khách hàng
2.2 Kỹ năng bán hàng cá nhân
2.3 Quản lý chế độ khách hàng lớn
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2.1. TÌM HIỂU VỀ HÀNH VI MUA
HÀNG CỦA KHÁCH HÀNG
Tìm hiểu hành vi mua
hàng của KH cá nhân
Tìm hiểu hành vi mua
hàng của KH tổ chức
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Nh÷ng vai trß kh¸c nhau
Ngêi tiªu dïng : thêi ®iÓm s¶n phÈm ®îc tiªu dïng
Ngêi mua hµng : thùc hiÖn giao dÞch th¬ng m¹i
Kh¸ch hµng : ngêi chÊp nhËn chi tr¶ mét kho¶n tiÒn ®Ó mua, cã thÓ ®Ó
tiªu dïng hoÆc v× môc ®Ých c«ng nghiÖp
Ngêi cè vÊn : ®a ra lêi chØ dÉn ¶nh hëng tíi quyÕt ®Þnh mua s¾m. VÝ dô
: b¸c sÜ kª ®¬n thuèc cho bÖnh nh©n,
Ngêi ¶nh hëng : kh«ng ¸p ®Æt viÖc lùa chän s¶n phÈm nhng ý kiÕn cña
hä cã ¶nh hëng (siªu sao cã kiÓu tãc ®Ñp ¶ hëng tíi kiÓu tãc cña c¸c
fan)
Ngêi khëi xíng : ngêi khëi ®Çu ý tëng mua s¾m
Ngêi quyÕt ®Þnh : ngêi cã tiÕng nãi cuèi cïng ®èi víi viÖc mua s¾m (cã
quyÒn h¹n, ®Þa vÞ vµ tµi chÝnh)
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YÕu tè ¶nh hëng ®Õn hµnh vi mua –
KH CÁ NHÂN
Ngêi tiªu
dïng
V¨n ho¸
- V¨n ho¸
- Nh¸nh v¨n ho¸
- TÇng líp x· héi
X· héi
- Nhãm ¶ hëng
- Gia ®×nh
- Vai trß vµ ®Þa vÞ
C¸ nh©n
- NghÒ nghiÖp
- T×nh tr¹ng tµi chÝnh
- Phong c¸ch sèng
- Tuæi t¸c vµ giai ®o¹n trong cuéc ®êi
- C¸ tÝnh
T©m lý
- Nhu cÇu vµ ®éng
c¬
- NhËn thøc
- Häc hái
- NiÒm tin vµ th¸i
®é
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