【正文】 tion, instore . materials, outside advertising board 堆頭陳列，店內(nèi)（當(dāng)?shù)兀┐黉N，分派樣品，參與傳單活動(dòng)，促銷宣傳品，店外廣告牌 Understand KA operation 了解關(guān)鍵客戶的操作 AP charges 促銷費(fèi)用 Activities 活動(dòng) Explanation 解釋 Costs 費(fèi)用 Weekly promotion programmes 每周一次促銷 ?. Price off, special pack, buy one free one 如打折，特殊包裝，買一送一等等 Compensate 50%100% of margin 補(bǔ)償 50%100%的毛利率 Advertising board outside store 店外廣告牌 ?. A1 poster for X weeks 如 A1海報(bào)共 X星期 $X for the period 每周期 $X Instore sampling 店內(nèi)派送樣品 ?. Weekends only for X weeks and has to be approved by manager concerned. Supplier should report to Store Manager and bring along all materials needed限于數(shù)周末并需由有關(guān)經(jīng)理許可，供應(yīng)商必須向門店報(bào)告及安排需要的用品 Most probably $X per weekend 很可能周末 $X Instore poster店內(nèi)海報(bào) ?. Minimum 2 posters, maximum 6 posters ?最少 2張，最多 6張 $x per store per period每店每周期 $X Opening leaflet開店宣傳單 Usually standard charges 一般標(biāo)準(zhǔn)收費(fèi) Floor display 堆頭 ?. 10 days period 十天為一周期 $X per store per period 每店每周期 $X Tailor made promotion 獨(dú)家促銷 ?. Exclusive promotion, supplier promotion or joint promotion ?專享促銷項(xiàng)目，供應(yīng)商單獨(dú)或進(jìn)行聯(lián)合促銷 Negotiable 可協(xié)商 Sales promotion planning 促銷計(jì)劃 Cot parison between account 客戶之間費(fèi)用比較 % $ % $ % $ % $ 1,402,600 345,600 612,000 445， 000 Total expenses總費(fèi)用 84,600 19,600 25， 000 Annual rebates 年終回扣 182,500 0 120,000 62， 500 Central warehouse/Distribution 配送中心津貼 57,200 12,700 32,000 12， 500 Trade return/Damaged goods 退貨 /補(bǔ)貼 135,000 30,000 65,000 40， 000 Sponsorship 贊助費(fèi) 76,200 61,200 0 15， 000 Media support 廣告費(fèi) 29,000 15,000 9,000 5， 000 Listing fees上架費(fèi) 155,000 0 85， 000 70， 000 Promoter 促銷員 139,000 54,000 40,000 45， 000 Rental 租金 112,100 45,1000 42,000 25,000 Discount 折扣 432,000 108,000 179,000 145,000 Free goods 贈(zèng)送貨品 8,300,000 1,800,000 4,000,000 2,500,000 Net Sales 凈銷額 Total 總數(shù) Account C 客戶 C Account B 客戶 B Account A 客戶 A Particulars 項(xiàng)目 Sales promotion planning 促銷計(jì)劃 The outline of annual plan 全年計(jì)劃草案 ?The timing and duration of promotions for each sku or product group taking account of seasonal factors and customer‘s events. Eg. Anniversary, grand sale 品促銷時(shí)間確定和持續(xù)時(shí)間，其中考慮到季節(jié)性因素和客戶的節(jié)目。 ?Increase stock weight etc. 提高存貨量等。 General objectives 全面的目標(biāo) ?Additional volume targeted to generate by the account and outlets. 客戶和各門店所能達(dá)到的額外銷量。 ?Increase market share and importance in the account.增加市場(chǎng)份額及在客戶的重要地位。 petitive performance an activity。 product category performance。 work of personnel。 buyer etc. 如銷量；門店數(shù)目及地點(diǎn)；采購(gòu)員等。 ?The influence of key individual or panies respected in the trade 個(gè)人或公司受市場(chǎng)尊重的影響力 Cultivate relationships to deal with key players in the market, obtain endorsement from them that will help you to promote the business and your ，獲取他們的認(rèn)可，這樣能幫助提升我們本身及公司。 continue Factors to consider 繼續(xù)需考慮的因素 Changing production process to incorporate new requirement (if any). 改變生產(chǎn)過程來結(jié)合新要求（如有需要）。 Training in product 。如： Do we deliver timely? 我們是否準(zhǔn)時(shí)輸送貨物？ How do our goods be delivered? 如何輸送貨物給客戶？ Does the account run out of stock because of production/delivery problems/sales call etc? 客戶是否因我們的生產(chǎn) /輸送問題 /拜訪頻率 /等造成缺貨情況發(fā)生？ Developing an account strategy 發(fā)展一個(gè)客戶的策略 continue Factors to consider 繼續(xù)需考慮的因素 What are the handling and processing procedures? 怎樣的輸送管理和步驟 Convenience of storage of our products at the account premises? 客戶在經(jīng)營(yíng)場(chǎng)所是否容易保管我們的貨品？ How do our goods be distributed internally by d\customers to outlets? 客戶如何內(nèi)部輸送產(chǎn)品給門店？ What are the weaknesses of our products versus our petitions products in the physical flow cycle? 在輸送貨品中，我們的商品比起競(jìng)爭(zhēng)商品有什么弱勢(shì)？ ?Hidden costs to change supply sources. Example: 改變貨源供應(yīng)的隱藏代價(jià)。 Know the internal power plays and relationship. 知道內(nèi)部權(quán)力及關(guān)系。 ?Order size is too large and cannot be digested. 訂貨規(guī)格（數(shù)量）太大而且不易消化。 ?No or not sufficient promotional support from supplier 供應(yīng)商沒有或給于不足夠的促銷支持。 ?Proposal for planogram. . where to display and how many facings etc. 貨架陳列建議。 ?Promotion plan for National Promotion and exclusive promotion. 促銷計(jì)劃，包括一般的促銷和專有的促銷。 ?Market positioning, target consumer, image etc. 新產(chǎn)品的市場(chǎng)定位，目標(biāo)消費(fèi)者，形象等等。 ? The purchase condition should match the standards and targets. 購(gòu)貨條件應(yīng)達(dá)到對(duì)方的標(biāo)準(zhǔn)和目標(biāo)。 Peter Drucker ? 產(chǎn)品組合策略 ? 賣場(chǎng)品牌和產(chǎn)品政策 提出的問題 Mutations of assortment 產(chǎn)品種類的變動(dòng) Criteria for new listing 引進(jìn)新產(chǎn)品的標(biāo)準(zhǔn) ? The new product should generate additional sakes. 新產(chǎn)品應(yīng)該能增加額外的銷量。如門店員工，促銷商的銷售隊(duì)伍。 4. Developing trust in the Account Manager as a person, and in the Company as a good supplier. 發(fā)展關(guān)鍵客戶經(jīng)理為可依賴的人，及使公司成為良好的供應(yīng)商 Adding value to KA。 Owner最高 Set Policies 設(shè)立政策 Decision maker 決策人 Buyer Merchandiser采購(gòu)員 User/Implementers執(zhí)行者 Store Managers and Store personnel店長(zhǎng)或門店員工 Influencers 有影響的人 Authorizers 有勢(shì)力的人 Consumers 消費(fèi)者 Key decision 決策重點(diǎn) Buyer?s Point of View 采購(gòu)員的觀點(diǎn) oriented 能適應(yīng)顧客 upto date新式并具有吸引力 price合理的價(jià)格 有利潤(rùn) Influence By Supplier 供應(yīng)商的影響 data=Sales, share 市場(chǎng)數(shù)據(jù) =銷量，市場(chǎng)份額，趨勢(shì)，價(jià)格分析等等 research 消費(fèi)者調(diào)研數(shù)據(jù) specific sales data 公司具體數(shù)據(jù) on world wide trends全球發(fā)展趨勢(shì) other relevant information 其他相關(guān)的信息 Decision決策 Various aspect of a buyer 多方面了解采購(gòu)員 Personal 個(gè)人的 Job specific 明確的工作 Company 他的公司 Motivations 激發(fā)因素 Product range 所負(fù)責(zé)的產(chǎn)品種類 Negotiation談判 Promotional 策劃促銷活動(dòng) Store planning 門店計(jì)劃 Other mgt. Responsibilities.其他管理方面的任務(wù) Job Functions 職務(wù) Supervisors 上司 Subordinates 下屬 Network relationship with colleagues with related responsibilities. . store Operation, AP etc. 與其他相關(guān)部門的聯(lián)系。 activities 促銷活動(dòng) ?To negotiate with suppliers the most attractive promotion that are available. 跟供應(yīng)商協(xié)商以便爭(zhēng)取最能吸引消費(fèi)者的促銷活動(dòng)。 ?All o