trade marketing orientation 如何开展渠道行销部的工作

《trade marketing orientation 如何开展渠道行销部的工作》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

1、什么是渠道行销?WhatisTradeMarketing?TM:EvolutionIntegratedSales&MarketingFunctionSmallCompany/TurnoverUnsophisticated/undevelopedcustomerrelationshipsLowComplexitySmallcustomerbaseMarketingMoresophisticatedorlargerbrandportfolioSalesOneofthelargestsupplierstoourcustomersenabl

2、esdevelopmentofrelationshipSalesHighcomplexitySophisticatedtraderelationshipsKeyAccountFocusFormalCatManprojectsMarketingPowerBrandsLargeBrandscapableofgrowingwholecategoriesTradeMarketingSynergiesacrossbrands&customersmanagedbyTMfunctionLowComplexityHighComplexitySmal

3、lBrandPowerBrandsSpecialisationleadstomorecomplexityTMdevelopment-backgroundTMDefinition>EvolutionManageIndividualLogisticsProvideSalesSupportMaterialSupplyInformationAdministerandMonitorBudgetsFirefightLogisticsIssuesServiceProvideTradeFeedbackOnNeedsInterpretMarketRe

4、searchDateAndProvideDirectionalAdviceCommunicationofCategory/BrandPlansToSalesInFunctionalFormatEvaluatePromotionsProvideBusinessAnalysisProduceGenericAndKeyCustomerPlanogramsAdvisoryDesignAccountSpecificActivityDevelopQualityNPDExecutionMethodologyControlandAllocateSa

5、lesSupportFundingFormulateMerchandisingStrategiesShortTermTacticalPlanningDevelopSystemsStrategyPivotalRoleInForecastingCategory/BrandVolumeManagementPlanningInfluenceMedium/LongTermCompanyStrategySetChannel/CustomerObjectivesandStrategies&FacilitateBusinessDashboardDi

6、scussionsTrackChannel/Customer'sCategoryStrategiesViaIn-StoreActivityAndDiscussionOwntheCommercialPropositionforallNPDInitiativesLeadCompany'sECRInitiativesStrategicAPivotalRoleInBusinessProcessEvolutionaryDevelopmentResponsibleInputResponsibilitiesInformSalesDevelopme

7、ntManagerChannelAnalysisRegionalTMTrade-MarketingManagerTrade-MarketingManagerMEASUREMENTSNTSFORECASTACCURACYMARKETSHAREBRANDCONTRIBUTIONTRADESPENDSALESPROMOTIONSPENDRegionaltradedevelopmentModern-tradeDevelopmentWHLDevelopmentRetailCensusSurveyRetailMonitorchanneldeve

8、lopmentDistributionImprovement为什么要成立渠道行销部渠道的演变销量和利润增长的需求渠道行销部的工作职责制定渠道策略制定分销策略制定陈列标准促销活动的计划,实施监控及评估渠道费用控制协助制定需求计划议程议程