经销商管理动作分解营销培训教材全集魏庆.docVIP

doc 作者简介 “理念到动作”营销培训创始人魏庆 ?理念到动作营销培训创始人。独创“动作分解营销培训体系”、主张“培训要把理念宣到落实到动作分解，让学员上午听完下午就能拿到市场上运用”。 ?国内首家提出培训质量承诺：合同明确，客户不满意可全额退款！ ?先后为可口可乐公司、台湾统一企业、美国华纳糖果、美的集团、伊莱克斯电器、华龙集团、康佳集团、TCL集团等国内外百余家企业提供营销培训和辅导。 ?从基层业代做起，十二年销售实战经验，历任可口可乐公司、顶新国际集团、大型内资企业销售经理、品牌经理、销售总监等职。 ?国内多家营销专业媒体特约撰稿人，营销专著《经销商完全手册》被娃哈哈集团、完达山集团、香港加加酱油等知名企业收录为内训教材。出版《消费品区域市场管理》、《经销商管理动作分解》、《动作分解打造销售执行力》等系列培训光碟。独立领衔操作河北华龙集团2002年终端销售管理/培训体系建立咨询项目、并深入一线辅导企业实施。 第 2 页 共 84 页doc 目录 0 前言amp;综述 ···················································································································· 7 0.1 为什么要选择“经销商管理”这个话题 ························································ 7 0.1.1 给营销界“商超过热”现象降降温 ····················································· 7 0.1.2 经销商管理的重要性、迫切性和复杂性 ············································· 7 0.1.3 经销商管理企业需自省 ········································································· 8 0.2 经销商管理动作分解营销培训课程的整体结构和思路 ································ 9 0.2.1 理论教育：建立正确的观念：正确的看待厂家和经销商之间的关系， ··································································································································· 9 0.2.2 经销商选择的整体思路、标准、动作分解、动作流程： ··············· 10 0.2.3 如何促进进准经销商的合作意愿 ························································ 11 0.2.4 经销商日常拜访动作分解、动作流程 ················································ 11 0.2.5 企业行为对经销商的管理 ···································································· 11 0.2.6 经销商管理面临的“常见营销残局”如何破解？ ··························· 12 1 理论教育：建立正确观念，正确看待厂商之间的关系 ········································· 14 1.1 业务人员在厂商关系问题上的认识误区 ······················································ 14 1.2 分析厂家和经销商的利益差异 ······································································ 16 1.2.1 厂商交易之中，经销商最想跟厂家要的条件是什么？ ··················· 16 1.2.2 厂商交易之中厂家最想要求经销商做的是什么？ ··························· 17 1.3 厂家为什么要用经销商去开拓市场 ······························································ 18 1.4 剖析厂商关系的实质 ···········································