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ID:18669942
大小:158.00 KB
页数:30页
时间:2018-09-20
《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
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