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H Ni, ngy 26 thng 3 năm 2015
 !
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NUS=0$%&'()*%&$) 
@V9<R/
 !"
H Ni, ngy 26 thng 3 năm 2015


%3G(
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 !"#$%!&
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5B@2!=F!((
B@%G<H<%=)234('
I"9 @J6K<!L0'8
M-N*O-P0H-#:% @'Q<'C
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M-(JIS%*O-36TP.U @88
M-&JV3<F!(Q<8C
M-'JIS%*O-%!*%!WH-K<
 @A5
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M-8JIS%*O-<"0.U#@?H$>.#;)*
. @A&
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'B@2!6>>D8
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$-G/R K0 S5N7OP?.
$-T/ U5V:EW VX5 Y59:5@ E;<:??
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a. Khi niệm về bn lẻ hng hóa
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1)*9 9@ ) )$2HPS/
Quyết định danh mục sản phẩm v mua hng
]l1)*#]) !")3D.AR7
8# l'/'(2Pf$2++
&:RR3GL/%3G !")$2<&
Z<$S!:1)*[<1?Z<$SO9H
i!:1)*[#Il1)*/&$2+8R#I
l1)*!6!35/%3G'IQ3G?26!35
1)*h3.&))=#1)*/

WH!(8Il1)*9]) !"):O
@ P321)*@P@:AR
3G !" /W?$!&1+ :O@ 1)*#
3G !"y:oO3j&1+H&$<3G !"
 P• :eR1)*O•AR1
)*A!:$3G$'$VO@SS !2
g• 'R1)*A+?6•Il
T+# 9///
Quyết định về dịch vụ v bầu không khí của cửa hng
]) !"h)$2IlRIlF
 /%Rg:))*3AH(RIl
39 2)=A 9R1'$
$H!:B/]lIl!&Rl8$2
:'O@ @:/0 Il#$2Uy]l
3A Z2)D9 5) 93$9G 
9-I~G9Vh!6$A[9Il1 Z
9PO)*9!E)O9‚9V9!:[9Il)l
5Z6)9V<9 SIl91gR9)CU‚9

9///[/
LFS#g!&$2+:R#3G !"/
ig<P&I "'9& +SOj'9P@?$
P$:!5 !(8/%P9g
FP&&FS3522)Q5)A l'
6)IJ82Ag/
Quyết định gi bn
M #]) !"!&$2+#$2 S'
3GP)35$2)Q5)A3Gl'9Il1
)*Il92:#3G !"/6R3G !"<
SS)l  35+!35!A/%33Gl'$

!<A/%R3G !"S)l 3G 35+
!35BZ g$'I96!35[9CR3G 
!"S)l 6)3G 35+!35!AZR3G :9
 g: [/8hF)=T2 S1  /F2
R3G !" 6)&1+O@?IJ /8
S: +AR1)*!33D+/vSIl9&3G
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Quyết định cổ đng
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Quyết định địa điểm
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$+#I)/
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R?+S6 ?R?+?!T/
%&I$2!R). )!:#3G'IQIQ
&!& -VP@1 35/0•:9-
2<P9Il9!(8P9H9.9
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a0  S    
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4A54/B';C&/&

75O<fA35!V:
\$2  A$21E/d11!H)P
!:1E# I('.&$2 ).#
 .& R H
0P2
=
0P  
.=6)
0  V?R H
      ).
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-
2I:
0  SR H
      !
 
    
P
Hnh vi mua phức hợpy0  ).5)8
@1(?2R V# H 
=& -6!A PE<9
3G$'9P:@$2P1.?$635/
3G! 2<<#!:1)*)<@
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03G&1.='l#

1)*
W( #H
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<</%R $1e)& -.351
P!(8P?E/
Hnh vi mua lm giảm tri nghịchyN =
1E93So1( H1)*/3G
5)$ 1eIC@2 -!R31e6
-1( #H1)*w/K P@
3A' ).&. +6OIS!5#1E<
G@/
Hnh vi mua theo thói queny%<1)*35I3A <
= 6)P1( V<H/ 
3G5)$-*<9T9 &9
 -2&H<H9   O3
#=($2P1.O'1)*/$P98
!3Gl&3!$8 /
Hnh vi mua sắm định hướng đa dạng hóay&1+-+1E35
O3f1(=P& 6)3P HV
/|?$9 3GP$@V <H/vSIl$
1E!: 3A/K P&1+<9
F  <8H‚  IQ/239f!F
22)9 P@&H )I' 
$+* 91($@VH$-lSI:D!
IBH/
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5[7 - @e:e 18V:
N@P&I93G)&2-U
:y2F9-29   )3D 9$2
91/

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Nhận biết nhu cầuy2-1EEF .&
6<$F/K 6$&1( R-:(2
-:3A+/%FP@35f SS&:
:!/3G5).?9& F1!T3G
#3G2.& f&'3A/4
)HP93GPH2!2@S.A'3A635
=*$3A<&!:+35jBH'3AZ&D[/
Tìm kiếm thông tin: K 35S&F1eP$3A
-@</0P@)?.&y-:-2Ž
D358!y1(=T353G,1(-2&,/
X:-2Q$&3G&&D9!35F'
P3591(I~I) V19 V11l
BHP35G-2/3G)::&-2#
 9 $@4-:$26<A:1
-:$26<PS  /0 U3G'IQ
+P!U ?9U3D:9U=
Ug/
Đnh gi cc vị thế: %3G'lg!T8!(H@

2$21Q32nKP& IQ$-
  D69D83G5)1E/0P<$-
  @$2/F2 -$-  # <
353A.9;!3G'l )  3G
I('P!)!1(5)!T/

Quyết định mua sắm: :  9 -1f
SR H&8!(/K hP@-&
T H3S6/$'P?+RT
$2/
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