课程大纲: Course Details 课程内容
09:00 - 10:30 CONCEPT OF TRADE MARKETING市务推广概念

Key Training Objectives 重点培训目的
The Definition of Trade Marketing 市务推广的定义
Discussion: Difficulties while facing 讨论：与市场部和前线销售
Marketing & Frontline Salespeople 人员的矛盾问题
The Synergism Strategy with Marketing与市场部之间的协同作用
Eight Scopes of Trade Marketing Function市务推广职能的八大范围
Turning Marketing Vision into Field Sales把市场目标转变成行销计划
Exercise: Transforming Marketing into作业：量化所落实的市场部
Quantitative Measurement 活动

10:30 - 12:15SALES PROMOTION MANAGEMENT促销管理

The Advantages of Sales Promotion促销活动带来的优势
Promotion Impact & Post-promotion Trend促销影响力和促销后的趋势
Twelve Common Promotional Activities十二种常见的促销活动
Target Consumers and Objectives 目标消费群和目的
Eight Objectives of Promotion 促销的八项目的
Exercise: Turning Objectives into Actions作业：把活动目的转成行动
Six Steps of Decision-making Process决策过程的六个步骤
Trade Marketing Tactics vs. Trade Situation市务手法相对市场状况
Measuring Short Term Effectives 衡量短期促销效果
Setting Minimum Volume Required 设立最低销量指标
Calculating Incremental Sales Volume计算所需达成的额外销量
Exercise: Working out Promotion Budget作业：计算促销费用

13:45 - 15:15IN-STORE BRAND BUILDING店内建立品牌

Three Major Areas for Building the Brand建立品牌的三大方向
Eight Tips in Building Brands 八项建立品牌的提示
Understanding the Category Mix Theory了解品类组合原理
Sub-category Sales & Share 产品分类的销售和份额
Analyzing Sub-categories Results 分析产品分类业绩
Building Hero Brand in Each Sub-category有效建立各分类主打产品
Company’s Domination and Market Share分析市场地位和计算份额
Exercise: Brand Building in Sub-categories作业：建立分类品牌

15:15 - 17:00SELLING TO CONSUMERS向消费者推销

Consumers’ Shopping Decision 消费者购物决策
Understanding Shopping Behavior 了解消费者的消费习惯
Ways to Maximize Promoters Efficiency发挥促销小姐效率的方法
Measuring Promoter’s Effectiveness测量促销小姐的效果
Advantages & Disadvantages of Sampling派送活动的优势和劣势
Direct & Indirect Consumer Probe 直接和间接消费者调查
Types of Questions to Collect Feedback各种收集消费者反馈的问题
Summarizing Consumers’ Feedback消费者反馈汇总
Discussion: Designing Questionnaire讨论：设计问卷

POST-TRAINING ACTIONS & TOOLS课后跟进和工具的使用
Learning Approach 学习方式：
Lectures 讲解
2 Sessions of Discussion 两轮主题讨论
4 Sessions of Exercise 四项课堂练习
7 Types of Post-Training Action Tools 七种培训后跟进行动工作表