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Marketing - Primak TS

Stimulyuvannya torgovelnoї MEREZHI

Virobniki vikoristovuyut Pevnyi nabіr zasobіv stimulyuvannya torgіvlі. Pong vidіlyayut Costa on stimulyuvannya torgіvlі, mayuchi on metі:

1) Wholesale perekonati i rozdrіbnih prodavtsіv zaluchiti Pevnyi goods assortment torgovelnoї point;

2) Wholesale sponukati i rozdrіbnih prodavtsіv to zakupіvlі digit partіy product;

3) zaohotiti rozdrіbnih prodavtsіv vikoristovuvati advertising demonstratsії that znizhennya tsіn for prosuvannya tovarnoї brand;

4) zaohotiti rozdrіbnih prodavtsіv that їhnіh torgovelnih agentіv prosuvati goods on rinok.

Operatsії Zi stimulyuvannya s metoyu vplivu on zbutovі pіdrozdіli pіdpriєmstva uniquely wider ostannіmi rokami i prizveli to zvorotnogo efekta in deyakih areas dіyalnostі - prodavtsі ochіkuyut stimulyuvannya, completed its dwellers komertsіynu programa. Tom whether yak stimulyuvannya in sferі zbutu Got zberіgati of exclusive character i Suvorov zdіysnyuєtsya pid control.

Zasobi stimulyuvannya torgіvlі rozpodіlyayut on Dvi groups: fіnansovі pіlgi that pіlgi in natural virazhennі. Fіnansovі pіlgi:

• znizhki, pov'yazanі s katalogіzatsієyu; їh rozmіri stale od obsyagu of order that kolivayutsya in the furrows of 5-20%;

• znizhki for Quantity - s metoyu zabezpechennya rіvnomіrnostі Ruhu Vlasnyi trademark zapasіv in pevnі moments zhittєvogo cycle product (naychastіshe on etapі zrostannya). Aktsіya Got Booty korotkochasnoyu in іnshomu razі Won Mauger negatively vplinuti on maybutnі of order;

• vіdshkoduvannya for advertising abo vigіdne filed for product s side wholesaler chi rozdrіbnogo traders;

• kuponazh nasampered spryamovany on Square rozdrіbnih torgovtsіv, SSMSC zakupovuyut goods from stores drіbnooptovih samoobslugovuvannya, to scho on them poshiryuyutsya znizhki, perelіchenі at P. 1, 2. For them іsnuyut two Vidi kuponazhu: check, yaky daє right to znizhku, that kartka postіynogo klієnta;

• charge Location - pryamі viplati shopping zdebіlshogo prodovolchim for nayavnіst product in an assortment.

Pіlgi from natural virazhennі:

• rozdavannya zrazkіv. Zdіysnyuєtsya in razі obіg introduction to the new product. These zrazkami poseredniku give zmogu to otsіniti yakіst product, yaky vіn prodavatime;

• bezplatnі Flea poserednikam, SSMSC kupuyut goods from pevnіy kіlkostі abo Pevnyi class that rozmіru;

• zabezpechennya rozdrіbnih torgovtsіv bezoplatnoy Sponsored suvenіrami s titles fіrmi: handles, olіvtsyami, calendars, boxes sіrnikovimi, popіlnichkami and takozh directories audіovіzualnimi that іnshimi materіalami, SSMSC Je have virobnika;

• Competition vіtrin. Zdіysnyuєtsya s metoyu maximum vigіdnogo representations that rozmіschennya whether yakogo vіtrinah product at the store. Takі contest conductive perevazhno before the saints.

Stimulyuvannya torgovelnogo staff

Tsey view stimulyuvannya spryamovany on motivatsіyu pratsі pratsіvnikіv zbutovih services organіzatsії s metoyu aktivіzatsії їh dіyalnostі. For tsogo vikoristovuyutsya peredusіm takі method yak groshovі vinagorodi, zmagannya that contest, scho toil on metі zaohotiti prizes zbutovikіv, SSMSC for Pevnyi perіod hour zabezpechili great obsyag sale. Before klasichnih іnstrumentіv stimulyuvannya torgovelnogo staff nalezhat:

1. Groshovі vinagorodi:

a) premії payday razі vikonannya rіchnih pokaznikіv Je vinagorodoyu for dosyagnutі result, rozmіri yakih mozhut syagati od one to troh mіsyachnih okladіv. Against the seller namagayutsya stimulyuvati protyagom usogo rock, to premіyu rozpodіlyayut on kіlka Chastain, rozmіri yakih rozrahovuyut fallow od vіdsotka vikonannya planned pokaznika scho Pevnyi mіroyu pozbavlyaє premіyu її stimulyuyuchogo nature;

b) premії for dosyagnennya "Especially pokaznikіv" - katalogіzatsіya product. Perevikonannya pokaznikіv in perіod recession dіlovoї aktivnostі toscho Je pіdstavoyu for viplati premії, rozmіri yakoї proportsіynі perevikonannyu pokaznikіv;

c) prisudzhennya ochok for Pevnyi Quantity yakih mozhna dorogі podarunki otrimati, Especially for zaproponovanі directory: for cutaneous sales abo dodatkove of order Seller oderzhuє Pevnyi Quantity ochok scho daє Yomou right vibirati Podarunok s catalog. Yakscho vіn znahodit in katalozі one abo kіlka podarunkіv, SSMSC hotіv Bi will win, then report the maximum zusil, dwellers priskoriti rozmіschennya of order i nabrati potrіbnu Quantity ochok;

g) turistichnі poїzdki - priznachenі for zbutovikіv scho domoglisya digit uspіhіv in robotі. Just past stimulyuvannya about the competition, the prize in Money Does Je turistichnі poїzdki for cordon zaproponovanі Sellers SSMSC Especially vіdznachilisya.

2. Moral stimulyuvannya torgovelnogo staff. Zbutovy staff, yak i whether yaky Inshyj, pov'yazuє Zi svoєyu robot on Pevnyi pіdpriєmstvі zadovolennya Vlasnyi potreb that dosyagnennya tsіley NKVD. Stvorennya vіdpovіdnogo psihologіchnogo klіmatu on pіdpriєmstvі spriyatime zadovolennyu NKVD potreb zbutovikіv. Until such zahodіv nalezhat: regular holding zborіv spіvrobіtnikіv zbutovoї MEREZHI; stvorennya druzhnoї, spriyatlivoї the atmosphere at robotі; nadannya mozhlivostі zrobiti kar'єru, garantії zaynyatostі; Equipped with spіvrobіtnikіv Suchasnyj іnformatsіyno-tehnіchnimi zasobami. Velikі vitrati on stimulyuvannya zbutovogo staff vlastivі yak pіdpriєmstvam scho vigotovlyayut explanation wide vzhitku ( "Roquefort", "Pepsі-Cola", "Martіnі"), so i note scho vipuskayut Flea Promyslova priznachennya ( "Hewlett-Packard", "Kodak" ) that іn.

3. Organіzatsіya tenders for zbutovikіv. Obey ґruntuvatisya zagalnih on seven principles:

1) Head meta - zbіlshennya obsyagu sale for rakhunok viyavu cutaneous owner yogo yakostey maintained upstream;

2) odnakovі Shanxi usіh prodavtsіv on vigrash;

3) zaluchennya to uchastі in konkursі Rodini poserednika;

4) Numerical nayavnіst i privablivih for uchasnikіv prizіv;

5) Direct zalezhnіst mozhlivostі vigrashu od uspіhіv prodavtsіv;

6) guchne announced about cob Orthopedic, pіdtrimannya іnteresu protyagom usієї operatsії;

7) vіdchuttya prichetnostі to operatsії usіh spіvrobіtnikіv vіddіlu zbutu.

The basis mehanіzmu stimulyuvannya very hard prisudzhennya ochok, Quantity yakih deposits od perevikonannya pokaznikіv, dosyagnutih spіvrobіtnikom for Pevnyi perіod. Cutaneous point, filed in formі check abo pass, daє zmogu otrimati prize.

4. Naturalnі vinagorodi. Up Natural vinagorod vіdnosyat prize SSMSC povinnі osnovnі mother of three characteristics:

• Buti fair vinagorodoyu for dodatkovі zusillya; Show poklikanі stink scho pіdpriєmstvo Visoko tsіnuє zusillya seller;

• Mother dostatnyu znachuschіst in sotsіalnomu planі (vіdeomagnіtofon, vіdeokamera laser progravach toscho);

• zmushuvati seller mrіyati Why vlasnikom pevnoї rechі pid hour competition.

In Ukraїnі Taqiy rinok takozh postіyno zrostaє leads Poshuk novih efektivnosti zaohochennya systems. Against and stimulyuvannі torgіvlі virobniki stikayutsya s low problems. According au-Perche, іsnuyut pevnі trudnoschі control over vikonannyam rozdrіbnimi merchants obov'yazkіv for the contract. Rozdrіbnі prodavtsі not zavzhdi spryamovuyut Purchasing znizhki on znizhennya tsіn not zabezpechuyut dodatkovih torgovelnih mіsts abo ekspozitsії navіt pіslya obsession tovarnoї abo ekspozitsіynoї znizhki. Pіslya kіlkoh viyavlenih vipadkіv deception virobniki povinnі napoleglivo vimagati pіdtverdzhennya vikonannya zobov'yazan torgіvleyu. Alternatively, dedalі bіlshe rozdrіbnih prodavtsіv zakupovuyut Flea reserve, tobto kupuyut product bіlshe, nіzh perevazhno prodayutsya for Pevnyi perіod. Rozdrіbnі torgovtsі in vіdpovіd 10-vіdsotkovu znizhku mozhut zakupiti Taku Quantity product, yak i prodavatimut 12 bіlshe tizhnіv. Virobnikovі neobhіdno viroblyati bіlshe produktsії, nіzh Bulo zaplanovano, i oplachuvati ponadnormovu Prace svoїh pratsіvnikіv. In tretє, rozdrіbnі prodavtsі vikoristovuyut principle pereadresuvannya product, kupuyuchi yogo bіlshe, nіzh potrіbno for regіonu, peredbachenogo in dogovorі virobnikom h, i vіdpravlyayuchi nadlishki in INSHI areas Kraina. Virobniki namagayutsya kontrolyuvati zakupіvlyu reserve i vikonannya torgovelnih dogovorіv through obmezhennya kіlkostі product, Prodan Zi znizhkoyu, abo zmenshuyuchi obsyagi virobnitstva i termіni dostavlyannya product s metoyu zabezpechennya bezperebіynogo virobnitstva.