分销渠道管理设计规范.pptVIP

* 4)戴伊可（Dayco）公司（工程用塑料和橡胶制品）实行每年一次为期一周的休养周制度，由20个配销商的年轻高级管理人员和20个戴伊可公司的年轻管理人员参加，以便通过研究讨论会和旅游活动来加强相互联系 * 派克·汉尼芬（Parker Hannlfin）公司（液压动力产品）每年一次发出邮寄调查表，要求其配销商对公司的主要方面的绩效进行评估，该公司还通过业务通讯和录象带向其配销商通报有关新产品和用途的情况。该公司收集和分析配销商发货单的影印本，并建议配销商如何改进他们的销售。 * 海尔将其“OEC”（日事、日毕、日清、日高）的管理方法，传授给渠道商，使其疏于管理的工作人员从此改变工作态度、提高工作效率，公司领导的旨意能在一层层的传递中，不变形地得到坚决执行 * The Marketing Communications Mix This CTR relates to the material on pp. 422-423. Tools of The Marketing Communications Mix Advertising. Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising often utilizes mass media and may be adapted to take advantages of a given mediums strengths to convey information. Sales Promotion. Sales promotions consist of short-term incentives to encourage purchase of sales of a product or service. Limited time offers or dated coupons are common sales promotions. Public Relations. Public relations is an on-going process of building good relations with the various publics of the company. Key elements in the process are obtaining favorable publicity, building and projecting a good corporate image, and designing an information support and response team to respond proactively to unfavorable rumors, stories, or events. Personal Selling. Personal selling describes the use of oral presentations in a conversation with one or more prospective buyers for the purposes of making a sale. Personal selling combines product information and benefits with the interpersonal dynamics of the sales person. Good interpersonal relationship skills and effective oral communication skills are needed for personal selling. Direct Marketing. Directed communications with carefully targeted individual consumers to obtain an immediate response. 广告是指做广告得（广告主）支付一定的费用，采取非人员推销形式，是指通过种种媒介（如报纸和杂志、广播电台和电视台、邮寄广告、广告牌、招贴、商品目录）把商品信息传送给广大目标顾客 人员推销，是指与一个或多个可能的购买者交谈，为实现销售所进行的口头陈述活动 销售促进，是指能鼓励购买或销售产品及服务的种种短期诱因 公共关系是指主办者无须花钱，在某种出版媒介上发布重要商业新闻，或者在广播电视中的和舞台上获得有利的报道