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1、日用品怎样做营销（Howtodomarketingfordailynecessities）Howtodomarketingfordailynecessities?Source:authorofthestation:Editor03time:2008-07-24browse:27times[printpapers][collectionpapers]Fordailynecessities,tomasterthechannelistograspthemarket,thenhowmanufacturersdoagoodjobofchannels?Theproductpriceislow,
2、profitperunitconsumptionsmall,widerange,highfrequencyofconsumption,mustrelyonawiderangeofmarketcoveragevolumesalestobeprofitable;themanufacturerscannotonlyrelyonalargeareaofdirect,totalagents,distributors,retaildistributionchannel;complexandtrivial,pathlength,pointofsale,thecomprehensivequalit
3、yofchanneldealersrelativetootherindustriesisrelativelylow.Thesecharacteristicsdeterminethehighdependenceofthecommodityindustryonthechannel,andthemanagementisdifficult.Atthesametime,italsodeterminesthatthedailynecessitiesmarketingmustfirmlygraspthetwocoreissues-price,profit.Changetotherebateinc
4、entive:turnfromaguestintoahostofmanycompanieswilldevelopdealerrebateincentives,thepurposeisthroughtherebatetomobilizetheirenthusiasm.Rebatereferstothemanufactureraccordingtoacertainstandard,incashorintheformofgoodstothedealer'slagreward,therealpurposeofrebateisprocessmanagementandsalesadjustme
5、nt.CocaColaCo'smanagementhasamantra:"goodprocess,goodnaturalresults.".Processmanagementistosetupvariousincentivestoensurethestandardizationofdealermarketoperation,toensurethehealthydevelopmentoftoday'smarket,inordertoachievetheprofitgoaloftomorrow.Therewardscopeisasfollows:thedistributionrate,
6、vividaccountrate(numberofcustomerswithlocalzeroturnoverrate),allitemsinstock,safetystock,inaccordancewiththedesignatedregionalsales,sales(salesofcompetingproducts),activedelivery,paymentcompliance.Distributionrate,vividandopeningrateisthemostbasicworkofthemarket,isthefocusinthearea;keepsales,p
7、rice,specificationcompliancepayment,canpreventthemarket"cancer"hashitprice,baddebts;safetystock,allitemspurchase,distributionandpromotionofpositivecooperation,canmakeallkindsofmarkettoeffectivelyimplementthestrategyofthecompany.Strictpr
