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a) Quyết định chất lượng sản phẩm:
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!89"#$%>
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b) Đặc tính sản phẩm:
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$%!89<.9'V>/!<.9'V(Q''E!23(P(4Q'FN
-/!'RJR9N."#$%A'R_!(%,>
c) Thiết kế sản phẩm:
5( 'NR_!("#$%(JV-#d'((-!89"#$%F((-"#
$%a#.R#%(!5(F-J3</'F!&'<='NRW(!O)!89"#$%>
"3"3S3S =DYBoYpc;pq_`?P=aR
a) Khái niệm
(-a9.aMA'.L(RW'EB39RNV!((-N"#T35(A'a9.
'G9)RRD'"#$%>
9.aM(Q'!GŒ,n
 9.aM(TH!nX,a9.aM(4D!(RD'._!'G"#$%>
 9.aM'.nj%a#.NV,a9.aM(TH!Fa#.R#%9(.!."#$%
N'9(d'(($%%g!.a9.aM>
 9.aMNO!3)JnR !((-RJa#.B3#FNO!3)J"#$%(3O(V>
b) Bao bì có 4 chức năng cơ bản
 3'!5!.-/!'A'(&'(!+((NU"#$%(&'(
NU"#T35(F,'<`";<='F(+"#$%F(QL";<='>
 Ha#.NV"#$%(4/aP6'Fa!5((4.'B3/(4MNO!3)JF
(E3(="#$%>
0mn\>'3)op3S4Q' \0n'3)oEq49'’
 !"#$%!&'()!*+,!-./'01#.
 JVM#NUYV3F!&'()F(JVC(4:'RPNP!89"#
$%
 /!RW'N.N-/!'B39M(2!F%3"Ž!F(&'((4Ea9.aM>
c) Quyết định trong thiết kế bao bì (đóng gói) sản phẩm:
b'3)EV3RJ"#T35(a9.aMF((-a9.aM"#$%F((-Y'Ž(4E
a9.aM"#$%>0V!((-Y'Ž(4Ea9.aM#(3S(8(7.A'B3)RP

!89!8N)E3!+3!89-/!'>
"3"3S3U $l<=OF=rBdN_`?P=aR
 #.Fa#.(4MN";9!A9"#$%
 3)E!:FŽR_("#$%
 3'2'!((F=(h'(9)(
 N5(E3<h'
 \;<='(;"#$%
"3"3S3X  =WBBdDs?_`?P=aRRhD
 M(ND9!bC(:'
 \.L(#.N($%RP<D/
 pS)<D'! !%94-7('!."#$%
 (--g(3O(F.(V"#$%
 ;'V"#$%
 4J-9"#T35(F(3'"#$%49(P(4Q'
"3"3S3t =Hou_L?I_`?P=aR
#'>
"3E YHBLRvDBdMw?IBW<@T?I@Y?<=DY?^MN<_`?P=aR!
"3E3" vDBdMw?I?I;QDOD!
"3E3"3" vDBdMw?IRcdoxBD?IODRv!
a) Giới trung gian:
 %&',%94-7('F'Q'H<.9'V(M%(P(4Q'F(M%-/!
'F',(V3!/!(2!RN.(P(4Q'
 /!a/T‘FRLCFa/K>
 /!RINPNO!3)JF(43''9(!
b) Khách hàng:
0mn\>'3)op3S4Q' \0n'3)oEq49'“
9R.L!%3
9R.L"3)(./
9R.L/((4J9R.L',(V3
 !"#$%!&'()!*+,!-./'01#.

 /!''Q%39'!89<.9'V>0MNO)#a(b!+
'M:<.9'VRJ=!N=b>
 G!/!<L'-/!'-/!93N2'T;9)N%39'!89b
!c'-/!93
 x%3N(P3(.#%Y3!+3!89-/!'3&(9)R*(7.
(Q'9N!#-&''9>0MNO)<.9'V!+#<Da/.R !
A'S(<`R"D(9)R*RGFRJ-P(Q=!N=!.-/!'>
c) Đ0i th1 c2nh tranh
m.9'V.!c'-<.9(4.'%W(%&(4Q'!G!/!R(8!L(49
-/!93
 ?(8!L(49(3W!!/!'-/!93
 \D!L(49<o49(4.'!h''
 W(.L"#$%!G"D!L(49'A9!/!YV3>
"3E3"3E vDBdMw?IRcdoxBD?IOyRv
a) Môi trường chính trị-luật pháp:
 #.R#%"D!L(49aMR”'F%L!89!/!<.9'V
 G"DRU3((!89,!RJa#.R#%B3)U !89'Q(E3<h'
 #.NV !!89(.TYW
b) Môi trường văn hóa, xã hội:
 w%W(TYW5(RPa9.'Q!c'M('/(4PNd./!(•
 M(/Nd./nNd./RP9I'FNd./"Ž!(W!F(&'/.>
 h'N,"D/((4J-(FTYWNB39V-(')!'%:
4&'FUNd./!c'!G"D(@9-FR9T7N/((4J
c) Môi trường dân s0:
 53(4H!S"(7.RW(3*
 53(4H!<S"(7.',(
 M(4L''9RM
 MM<!3)J<S!
 53(4H!<S"(7.Nh'RP9CN<S(W!
d) Môi trường tự nhiên:

0mn\>'3)op3S4Q' \0n'3)oEq49'–
 !"#$%!&'()!*+,!-./'01#.
/!((P#(RA'R7<.LN!I%9)EB39R%&(4Q'(D
EnM(4L'-9%"Ž<o49F(*NUd' 'R9''9(d'F&o%
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"3E3E vDBdMw?I?TDOD
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E3K =•?Bg<=<=DY?^MN<*„„ <fc<v?IBkBd;?IIDcD@;Q?E##…„E#"#
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E3!S-H!(7.N(E3<h'n&'()(O(43'N.S-H!!8)3
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aVNVF!IB39N,.L,!-./'-&''9"F%9'R'3,!3'R#%
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(J"93-%NV!Fb!(OFR'(Q'd'@9%W("aVNU.Y'TI'N(%
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E3K3E =>?B=lBdMw?IRF<BDGH
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=i?=DbH n<Bg?=
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E3K3K l?=Ol_`?P=aR
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kho thp
Li ch cho sc
kho cao
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1y?=`;
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
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mZ'"#$%-./''b(n
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