Trade Marketing - chii ichi? Trade Marketing: Ezvemutauro uye mabasa

Sales Kukwidziridzwa mishonga - mumwe kiyi zvebasa upi wezvokutengeserana sangano, yemanyorero chinozoiswa uchishandisa inonyatsozivikanwa zvakananga okushambadza kwenhumbi uye mabasa. A zvimwe pane izvi ndiko kuva wezvokutengeserana yokutengesa zvinhu, vanhu vakawanda iyo nzira munyika iri kuwedzera zuva nezuva. Edza kunzwisisa kuti kutengeswa kumusika uye tsoziva zvinoshanda.

Pfungwa uye musimboti kutengesa Marketing

Kazhinji, kutengeserana yokutengesa - boka zvikuru yakarongwa zviyero kuti vabatsire kumusika mishonga inoshandiswa Wholesale uye chitoro dzaishandiswa makambani. Zvinonzi wakashanda pachishandiswa anokosha zvishandiso vanotadzisa vanoshandisa yakasiyana siyana.

Muchiitiko chino, zvakananga simba anogona kupiwa panguva vaviri kuguma vanoshandisa uye zvenguva, izvo kuita basa vechikamu hochekoche zvinofamba zvinhu - rokutengesa vamiririri, Distributors, navatengesi. Kana nzira simba, kunogona kuva zvaioneka nzira achifurira Somuenzaniso, mibayiro, discounts, zvipo, uye zvimwe marudzi chido.

Nzira yakadaro zvikuru inoshanda kweiyi zvakananga kushambadzira - ATL, izvo vagadziri zvose saka dzakapinza mari. Kunyange iye kungoti inoyeuchidza vanhu akasimudzira chigadzirwa uye anoedza kuti abvume kudiwa kutenga, kutengeserana Marketing, inova isina kunanga zvokushambadzira kana BTL, zvakananga kana maoko nevaichinja anokwezvawo vatengi vanosarudza panguva ndapa kwaari.

Zvinangwa wezvokutengeserana Marketing

The chinangwa chikuru masero yokutengesa anofanira kufungwa haisi kukura Purofiti kana rokutengesa eThe iri pfupi kana refu. Kunyanya zviito zvose kutaurirwa pakusika munhu akanaka mufananidzo chikuru pamusoro mugadziri, paumbwe mutengi kuvimbika inozviitira uye dzikabereka nhumbi dzayo.

Trade Marketing kunosanganisira kuvavarira zvinangwa anokosha nokuita zvinotevera mazita matambudziko:

• Management wokutengesa. The kudzidza mupfungwa zvinoitwa zvinogona mutengi, kukwezva pfungwa dzake chigadzirwa, asunga ruzivo nezvazvo mupfungwa.
• Kusimbisa nzvimbo nokutengesa pamusoro pamusika mune zvemakwikwi ezvinhu. Kukunda nzvimbo mutengi, ndinosika yakanaka mufananidzo wekambani, kuona zvakanakira chaizvo zvigadzirwa zvavo kukwidziridzwa.
• Muzvigadzirwa kuvandudzika okutengesa. Optimizing nzvimbo salesrooms.
• Action zvakanaka zvinogona nevatengi. Kumhanyisa pakati muitiro kuita rokutenga zvisarudzo uye kuwedzera uwandu kwayo.

Sangano wezvokutengeserana-yokutengesa kambani

Achitaura pamusoro kutengeserana-Marketing, zvinofanira kucherechedzwa kuti uyu ndiye chete nzira dzakawanda kusimudzira kumusika mishonga. The zvebhizimisi chinhu chinokosha chenyaya hombe yokutengesa mukuronga uye kuronga mari, uye anofanira inoitwa pedyo chokuita kunopfuurira purogiramu Positioning uye muchiso kukura.

Zvichienderana kukura sangano, unogona vakasikwa dhipatimendi kana vakaripira nokuda basa nyanzvi - Trade-marketer. Chero zvazvingava, pane chikwata chitsva kana chinzvimbo achava cheefa zviripo yokutengesa dhipatimendi. Zvinogonekawo kutamira mabasa aya kuti outsourcing.

Re-akapinda kupfuura STRUCTURAL chikwata kana vapari vemhosva kudzidza uye kuongorora mamiriro mamiriro ari kutengesa pamusika, kugadzirwa uye Implementation pahwaro wezvokutengeserana-yokutengesa mabasa kusimudzira zvibereko date urongwa kusanganisira Mediation masangano wezvokutengeserana uye magumo vanozvishandisa.

Basic Ezvemutauro tengeserana Marketing

tengeserana Marketing Ezvemutauro zvikuru rakafara. Pakati zvombo ayo anokosha akapora:

• Direct okutengesa ushambadzi.
  • Discounts, bonuses vechikamu pamusoro chinhu cheni.
  • Kukwidziridzwa kuguma mutengi sechipo chepachena pamwe kutenga, mubairo vanodhirowa.
• Merchandising. Chinosanganisira Implementation uye richiona zvibereko marongerwo ari kutengesa munda, kubvunza, familiarizing vatengi pamwe zvigadzirwa zvitsva muzvitoro, akatakura kubva nezviito, makwikwi uye mharidzo.
• Special tengeserana-yokutengesa zvinhu. Izvi zvinosanganisira sangano wezvokutengeserana kuratidzira uye mharidzo, misangano, Misangano uye ekudzidzisa nokuda Resellers netsvimbo.

Chisarudzo pakushandisa zvimwe zviridzwa nevamwe vanhu anokonzera Implementation kuti wezvokutengeserana yokutengesa nzira. Tuso kushanda neimwe akatsunga kushandisa zviri kunyanya kuitika.

Kushanda Resellers

Trade Marketing - kwegadziriro ruzivo unoratidza tsoziva unogona kukanganisa Distributors, vatengesi, Sales vamiririri, kune avo mubasa kushingaira kusimudzira rworudyi chigadzirwa pakati vatengi. Zvose Nhumbi simba vangazivikanwa incentives zvemari kuti nhume Kuparadzirwa cheni. Kazhinji yakarongwa muchimiro migove inoitwa parutivi nokutengesa, izvo zvinogona kutumirwa:

• Kuwedzera zvokuvakisa vhoriyamu. Kazhinji kusonganirana zvinoderedza kuritenga mutengo, asi mamiriro ezvinhu zvikunde discounts angava akasiyana, somuenzaniso:
  • Bhonasi-musi panguva chesungano iri kutenga imwe kwazvo nhumbi.
  • Periodic inopisa kopani zveefa.
  • Kupa bhonasi yokutenga kukutengeserana nhumbi yamunenge vhoriyamu.
• Kuwedzera okutengesa vhoriyamu. Zviitwa izvi ndanzwawo kuti svitsanisa chido vachishingaira mubasa kutengeswa imwe chigadzirwa. Vanogona chinozoiswa nenzira dzakasiyana:
  • Simbisai nekusimudzira Implementation kuti vakaronga kutengesa zvakawanda.
  • Sangano makwikwi uye mubayiro zvaunoswedera kuti tsvimbo vaita zvakanaka.
  • Kuita chirongwa "Mystery shopper" uye mubayiro vashandi yakanakisisa.
• Kuwedzera kuparadzirwa nenhumbi pamusoro kutengesa pfungwa. Zviri mubayiro murevereri pakubudiririsa mumwe zvinangwa:
  • chigadzirwa ichi anoratidzwa mune zvakanaka uwandu rokutengesa nzvimbo.
  • The ushandiswe Kuwanda pfungwa waakazvitengesa waimiririra rinofanirawo siyana.
  • Zvakazadzisa ezvinhu chigadzirirwe kuratidza kwenhumbi ari okutengesa mumunda.

Merchandising sechikamu kutengeserana-Marketing chirongwa

Trade yokutengesa Merchandising kufunga dzakananga zvinokatyamadza yaiitirwa munharaunda nehoro kuwedzera vhoriyamu wokutengesa pakuguma mutengi. Zviito zvose kunze kusimudzira vashandi mugadziri ichibvumirana nhume kana kwete. Pakati huru nzvimbo basa vari:

• Marongerwo - chikuru pfungwa merchandising. Goods pamusoro echiShinto zvinofanira kukurukurwa nenzira yakadai kuti mutengi chido rikatenge.
• Kudzorwa chiito ndiro chigadzirwa siyana.
• Preparation wokutengesa pfungwa: tsanangudzo rinobatsira Pavilion nzvimbo iri kumashopu, Kuzadziswa kodzero kubva pfungwa nemaonero yokutengesa zoning uye magadzirirwo zvivako, kuvheneka setup uye ruzha.
• Equipment okutengesa nzvimbo: kusarudzwa anoratidza, mannequins, Refrigeration nezvimwewo.
• Kupa nzvimbo waakazvitengesa Pos-zvinhu izvo zvinosanganisira mapepa uye mapepa, mutengo Tags, mashoko inomira, echiShinto uye zvichingodaro.
• Implementation audioinformirovaniya nemavhidhiyo hurukuro pamusoro wokutengesera pauriri.
• Advertising mishandirapamwe - rotari, raffles, makwikwi, tinazvo vashanyi kutenga imwe chigadzirwa.

Special tengeserana-Marketing mabasa

kwemarudzi aya incentives, uyewo merchandising, ndezvaJehovha boka chisingaoneki, vari kunanga kuwedzera chikamu zvenguva mutengi kuvimbika. Kusiyanisa zvinotevera mhando:

• Ekudzidzisa, kudzidzira kuti Resellers netsvimbo. Nyaya idzi kunze kunzwisisa zvirinani magetsi siyana uye hunhu chaiyo zvinhu.
• Business misangano uye Misangano. Ko nenguva dzirikure misangano vamiririri nokutengesa uye zvikuru Resellers, zviri muchidimbu, zvinokurukurwa zvimwe tariro pamwe zvisina kurongwa, kuona matambudziko uye kurukura mhinduro. Zviitiko izvi kazhinji rakarongwa zvikuru rezvebonde makambani.
• Business dzinoratidza. Ndivo chikamu kazhinji vakagamuchira basa nokuzvibata. Vanofanira chete kupa pamusoro ndinonongera zvokuti ivo hunonyanya anobatsira kuti wacho.

Activities zvainanga yokupedzisira mutengi

Pasinei dzakasiyana-siyana dzokudzidzisa tichishanda vanozoshanda, hatifaniri kukanganwa kuti kutengeswa kumusika - asiwo akaita inobudirira nzira simba pamusoro nevatengi nhumbi. Kuumba mamwe kukurudzira kuti mutengi, vari nechinangwa kwenguva pfupi kuwedzera kudiwa kuti akatsigira chigadzirwa. Zvinotevera zvokuzvivaraidza simba zvakadaro:

• Rotari, mitambo, makwikwi, zvinoshamisa. Rinoratidza mukana risingazivikanwi pfuma kana kutenga zvinhu.
• Sangano zvirongwa kirabhu. Created vemunharaunda wakananga muchiso vatengi, nhengo iyo rusununguko dzimwe ropafadzo.
• Charity zviitiko, kutsigira nemari uye chiitiko kumusika. Special zviitiko kukwezva ose kwake akainangisa: Concerts, mitambo, mapati, sangano dzemitambo, guta mitambo.
• Kubatanidzwa zvokutengeserana nhumbi uye kushandisa Mobile promozon mune ungana nzvimbo.
• Kupiwa promotional mapepa pamusoro chigadzirwa ane chiratidzo chacho inobvira kutora makwara.
• Mubayiro nokuda kuritenga. Rinogona kurongwa muchimiro chipo neimwe pasuru nhumbi, richipa zvakawanda vhoriyamu nokuda chete mutengo migove of "1 + 1".
• Zvakabudiswa - kupa vakasununguka mimwe nhumbi.
• Periodic kuderera mitengo zvinhu nokuparadzira Coupons kuti kutenga ramangwana pane imwe dhisikaundi kuburikidza nemagazini uye nezvimwe zvinhu kana netsamba.

Kubudirira wezvokutengeserana-Marketing mabasa

Kuwedzera ugone maturusi, kutengeserana yokutengesa maneja anofanira kukwanisa zvakanaka kuongorora kubudirira zviitiko kuitiswa kunzwisisa. Uyu zvikuru pfungwa inokosha, sezvo Implementation imwe zvokutengeserana nzira - zvinodhura chaizvo uye basa anoda kuziva chokwadi sei kunobatsira mubhizimisi ichi, uye kana kuramba kuzviita.

Qualitative kana kukurukura kunyatsoshanda kutengeserana-yokutengesa chirongwa inoratidza sei kubudirira maitiro wake sei mufananidzo mugadziri. Kunyanya pano tiri kutaura pamusoro pokurera muchiso ruzivo, kuvimbika kwaari, vatengi nezvengozi kuchinja Pricing uye chigadzirwa chaicho muchiso.

Economic kunyatsoshanda rinowanikwa kubva mugumisiro kushandisa chine rokutengesa kukwidziridzwa Ezvemutauro. Zvinonzi Kazhinji kuitwa pachishandiswa huru - Sales, rokutenga, kuparadzirwa, chigadzirwa, mutengi nechigadziko saizi. Ongororo iyi rinofananidza tsika vasati uye pashure nemugwagwa-Marketing mabasa.

The chikuru zvokukura kunobudirira wezvokutengeserana Marketing

Wakabata pamwechete chokwadi chokuti wakadaro hwekutengeserana-yokutengesa, unofanira kunzwisisa sei kuronga muitiro waro kubudirira chikumbiro. A seti matanho, uyewo nhumbi dzakaoma anoshandiswa achizosiyana zvichienderana chiitiko. Zvisinei, unogona kusimbisa kiyi nzendo wezvokutengeserana yokutengesa chirongwa:

• The womukati chinangwa ezvinhu, Pfungwa yacho inotarisirwa zvabuda.
• Achitanga linkages zvakafanira muna chinhu cheni, uye kuongorora nezvaanogona dzavo.
• Muperekedzei kudzidzisa Resellers netsvimbo.
• Implementation nzira kuwedzera kuvimbika vechikamu kuti chinhu cheni.
• Nzira zvokunyama kuchinja vanozoshanda.
• Merchandising.
• Shandai kwokupedzisira mutengi.
• Inoitwa kuongorora kubudirira mushandirapamwe.

Migumisiro vakawana inofanira kuenzaniswa inotarisirwa. Mushure kuita zvakakodzera padzimwe vanofanira kudzokorora muitiro zvose pamusoro zvakare. Cyclicity Rinobatanidzwa kwete chete nekusagona kunhonga pazuva rokutanga kuedza wakakwana webasa yokutengesa zano, asiwo nevasiri dzose ezvinhu yomunyika uye zvokunze ezvinhu zvinoda zvakakwana kuchinja mune kambani pacharo.

Trade Marketing - pamwe kwavanoita zviumbu wezvokutengeserana cheni kusimudzira chigadzirwa kubva mugadziri kuti mutengi. Nomazvo sangano rake achakwanisa hunovimbisa nemigumisiro yakanaka chaizvo nokuda rese.