销售培训课件-1-1 四项基本原则.pptVIP

* * * * * * * * * * 举 例 说 明。 货 架 上 有 三 个 品 牌 的 产 品： 沙 宣、 飘 柔 和 海 飞 丝， 他 们 平 均 分 配 货 架 空 间， 各 占 33％ 的 货 架， 然 而 他 们 之 间 的 销 量 确 是 不 等 的。 这 会 造 成 什 么 样 的 结 果 呢？ * 由 于 飘 柔 的 销 量 远 比 沙 宣 及 海 飞 丝 要 大， 而 所 占 的 货 架 空 间 却 是 一 样 的， 即 它 的 货 架 库 存 与 沙 宣 和 海 飞 丝 相 近， 那 么 飘 柔 会 比 其 他 两 个 品 牌 早 出 现 脱 销 情 况。 * 以 公 平 的 货 架 原 则 就 避 免 了 这 种 情 况 的 发 生。 * * * In this module, you will learn the fundamentals of selling distribution. Distribution is the most important of the four sales fundamentals. (Pricing, merchandising, and shelving are the other three) Obviously, the consumer can not buy the product if it is not available in the store. Therefore, distribution must be obtained before the other fundamentals can be influenced. * * * * * * * In this module, you will learn the fundamentals of selling distribution. Distribution is the most important of the four sales fundamentals. (Pricing, merchandising, and shelving are the other three) Obviously, the consumer can not buy the product if it is not available in the store. Therefore, distribution must be obtained before the other fundamentals can be influenced. * * * * Display alone(index 236) impacts the business greater than feature alone(Index 228); the best way to impact the business is with a feature, a reduced price and a display. Displays lend a bargain atmosphere to a store and encourage impulse buying. Our advertising informs people about the desirability of our long-established brands and our new brands. When an account displays them, it tells consumers that it promotes established favorite brands and the newest brands. The availability of new items is one of the major reasons homemakers give for preferring to shop at a certain store. An account “announces” this availability with displays. Another major reason consumers cite for store preference is that the store carries dependable, top quality merchandise. Displaying consumer preferred brands at attractive prices encourages the consumer to recognize t