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1) D liu KH l: - Bt k c s lp lun no v KH ca DN- Nhng KH m DN c th nh km 1 con s vo - D liu thng l v thu nhp, s nm l KH, mc mua sm bnh qun, trnh hc vn,

tui, s tr con trong gia nh

2) Thng tin v KH gip DN: a ra nhng q quan trng v vic sp xp li cng vic KD, dch v cc choKH, nghin cu th trng v chin lc khc

3 - 4 - 26) C s d liu KH l: d liu v KH cn giao dch & KH k cn giao dch. Vi d liu cn giao dch,d liu thng gm:

- Thng tin c bn( c nhn): tn, c ch, m vng, st- c im nhn khN: tui, gii tnh, trnh trng hn nhn- Hnh vi: tn sut mua, khon chi tiu- Thi : nhng cm xc, nhn xt khen ch ca KH- Yu t tc ng n q giao dch: cht lng sp, gi, chng loi sp, dch v KH, mi quan h lu di

5) Da trn thng tin cha trong c s d liu: csdl KH, csdl tim nng, csdl cm, csdl nng cp

6) Cc quan im v CRM:- Xem CRM nh gi phn mm, h thng hay cng ngh- Xem CRM nh l vic lu tr & phn tch d liu- Xem CRM nh thay i vn ha trong t chc- Xem CRM nh 1 hot ng qun tr tp trung vo mi quan h ch k phi giao dch- Xem CRM nh 1 hot ng qun tr nhu cu- Xem CRM nh 1 chin lc tp trung vo KH hin i- Xem nh kh nng tc nghip, nhn mnh vo quan h sinh li

7) CRM l qu trnh chn la nhng KH m DN c th phc v 1 cch sinh li nht & thit lp nhng tng tcring bit gia DN vi tng KH

8) CRM dc t nn tng da trn 4 nguyn l:- KH dc qun tr nh TS quan trng- Ko phi tt c cc KH u nh nhau- KH khc nhau v nhu cu, th hiu, hnh vi mua- Hiu KH tt hn gip DN cung ng tt hn, ti a ha ton b gi tr

9) c trng CRM: CRM va l qu trnh tc nghip, va l qu trnh phn tch

10) Gi tr KH: l gi tr kinh t ca KH i vi DN, th hin thng qua li nhun rng

11) Cc chin lc gia tng gi tr c s KH:- Chim KH ( kim dc nhng KH sinh li)- Gi KH ( nm gi lu di KH sinh li, loi b KH ko sinh li)- Nui dng KH ( l vic gia tng gi tr tn ti ca KH v 1 DN)

12 - 13 - 14) Tm quan trng ca CRM:- Kh nng p ng: Nhng thay i v KH, th trng, cng ngh lu tr d liu, chc nng Marketing- Kh nng nhn bit- Kh nng tng gi tr KH

15 - 16 - 17 - 18) Nhng t tng v quan h KH:c im ca 1 mi quan h

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- Quan h cn s tha nhn: hiu CRM, trc ht phi hiu 3 thnh t ca n l KH, quan h v vicqun tr chng

- Cc yu t ca 1 quan h tt: S qua li, lp i lp li, li ch lin tc, s thay i trong hnh vi, s duynht, lng tin

- Quan h hiu bit: quan h gia KH & DN, chi ph chuyn i

19) Quan h hiu bit cn em li 2 li ch khc:- KH r hn s thch ca mnh qua mi tri nghim & phc p ca DN- DN r hn im mnh & im yu ca mnh qua mi tng tc & phn hi ca KH

20) Cc yu t cu thnh quan h:- S tn nhim: s hp tc, s cam kt, tnh lu bn ca quan h, cht lng- S cam kt- S hi lng- S ko chc chn & s ph thuc- Trung thc- S cn i

21) Nhng nhn t y ng vai tr chnh trong vic hnh thnh s tn nghim : gi tr chia s, s ph thucln nhau, s giao thip cht lng, hnh vi ko mang tnh c hi

22) Tiu chun o lng th hin cam kt: u vo, s kin nh, s lu bn

23) Qu trnh pht trin quan h hiu bit: nhn thc, thm d, pht trin, cam kt, tan r

24 - 30) M hnh IDIC v lng tin- Lng tin v nhng mi quan h: nhn din , tng tc, phn bit

25 - 31) Nhn din KH: R sot li d liu KH, cc h nhn din, nhn din KH trong quan h B2C, nhn dinKH trong qh B2BNhn din KH c cc bc:

- Bc 1: DN nhn din dc bao nhiu KH: kim k tt c d liu v KG c- Bc 2: Tm thong tin nhn din KH di dng h s

26) Yu t tc ng n quyt nh giao dch: cht lng, sn phm, gi, chng loi sn phm, dch v KH,mi quan h lu di

27 - 35) Li ch ca c s d liu KH: Thc thi phn on th trng c li, Gi KH & khuyt khch mua lpli, nhm n nhng KH sinh li tim nng

28) Xc nh cch thc quan l c s d liu:- Ngi chu trch nhim bo co, cho php truy cp, q ni dung

- Mc hiu bit ca nhn vin v vic s dng thong tin- Cch thc chia s thng tin trong DN- Cch thc m bo vic s dng thng tin hp php, hp l

29) C s d liu trong CRM dc s dng:- nh gi s iu chnh cc chnh sch marketing hin i- Duy tr gi tr thng hiu- Gia tng tnh hiu lc & n tng ca cc knh phn phi

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33) Da trn bn cht hot ng marketing, c s d liu KH gm : CSDL tnh, CSDL ng

34) Da trn cng ngh c s d liu, c s d liu KH gm: CSDL th bc, CSDL o ngc, CSDL cquan h

36) Mt CRM chin lc gm:- Xc nh nhng gi tr lin quan n KH- Nhng yu cu KD- Chin lc KH- K hoch bin i DN- cc bn quan tm chnh i vi CRM chin lc

37) Cc ng dng ca CRM: chc nng bn hng v qun tr bn hng, chc nng Marketing, chc nng dchv KH

38) chi ph cho CRM: Chi ph IT, chi ph cho nhn s, chi ph cho qu trnh

40) Trong quan h KH, c s d liu dc s dng nhm:- Xc nh nhng KH sinh li nht- Thu ht cc KH co gi tr tim nng- Gi cc thong ip c nhn ha c lin quan n sp dch v- Gi cc thong ei65p cho nhng KH sau khi mua cng c- Cross selling- m bo hiu qu trong giao tip vi KH- Ci thin kt qu xc tin nh nh hng ng- C nhn ha dch v KH- t dc s giao tip kn o vi KH

41) Trong cc h khc, c s d liu dc su sng nhm:- nh gi s iu chnh cc chnh sch maketing hin ti- Duy tr gi tr thng hiu

- Gia tng tnh hiu lc v n tng ca cc knh phn phi- thc hin nghin cu sp & th trng- Tch hp cc chng trinh marketing- To ra 1 ngun lc qun tr mi co gi tr

42) Cc h ca CRM chin lc:- nh hng qun tr KH- Hi nhp & lin kt cc qu trnh t chc- Nm bt thong tin v sp xp v cng ngh- thc thi CRM chin lc

43) Vic t chc cc nhm d n CRM cn c s tham gia ca:- Ban lnh o- Cc nhn vin k thuat/ dch v thng tin- Cc nhm bn hng, marketing v dch v- B phn ti chnh- Cc chuyn gia CRM bn ngoi

44) tnh ton cc khon u t cho CRM cn tnh ton:-Chi ph thit lp d n-S cn thit v mc thit lp cc qtrinh

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-Nhng phn cng, phn mm fai mua- Chi ph c bit ha h thng CRM- B phn IT (thit lp v duy tr h thng), tr gip t bn ngoi doanh nghip.- Chi ph hun luyn nhn vin sd h thng CRM- Thi hn thc thi- cp thng xuyn vn hnh h thng.

45) Cc mc ca CRM: mc thc dng, mc giao tip KH, mc t chc CRM chin lc

47) Theo thuyt Maslow, nhu cu con ngi dc sp xp theo 5 bc:- Bc 1: nhu cu c bn( n , mc)- Bc 2: nhu cu an ton- Bc 3: nhu cu giao lu tnh cm- Bc 4: nhu cu dc qu trng , knh mn- Bc 5: nhu cu th hin bn than ( sang to, th hin kh nng)

32) ko c cu hi39 46) ko bit lmTrc nghim t lm49)D50)B51)C52)B53)D54)A56)B57)C58)A