帮忙翻译一下谢谢（英文）
全国营销战略与终端管理
第一部分：区域市场的营销策略与团队建设
一、前言
●营销工作的核心是什么
营销管理人员而言，最重要的不是工作中的细枝末节，而是找到工作的意义：我们为什么要从事这项工作？它对我、对我所接触的人群有什么影响和意义？
从根本上解决以上两个问题，将会帮助我们有效发挥自身的影响力。影响力就是领导力。卓越的领导力化腐朽为神奇，它在急剧变化的环境中号召人们向着同一个愿景共同前进。
二、区域市场的调查与分析
1）市场潜力评估
●消费者状况分析
●竞争状况分析
●行业分析
●企业自身资源分析
2）区域市场作战全景图
●分析现状
●设定目标
●制作销售地图
●市场细分化
●采取“推进战略”或“蚕食战略” → 对付竞争者
三、区域市场扩张与保持
1）快速进入区域市场
●“造势”进入
●“攻势”进入
●“顺势”进入
●“逆势”进入
●区域市场核心攻略
2）区域市场扩张策略
●以价格为主导的挤占策略
●以广告为主导的挤占策略
●以渠道为主导的挤占策略
●以服务为主导的挤占策略
四、区域市场的渠道攻略
●产品销售的途径
●渠道的种类
●经销商的选择
●经销商的考评与管理
●不同经销商之间矛盾的处理
●直销与经销商之间的矛盾处理
●渠道销售队伍的管理
●思考---经销商越大越好？越多越好？
五、区域销售团队的建立
●团队的组成：营销总监+分公司经理（办事处经理）+区域经理+销售助理
●如何成为一名优秀的团队领导
●高效团队的特征
1、目标清晰 2、成员之间互信 3、成员都具有相关技能并且能够优势互补 4、高度的忠诚 5、有效沟通 6、拥有一个优秀的领导 7、拥有良好的内外部支持环境
●销售队伍的甄选
●销售队伍的绩效管理
●销售队伍的激励
第二部分：区域销售的大客户开发与维护
前言：大客户管理的概述和发展
●什么是大客户
无疑问，购买量大的一定是大客户，但把销售量或利润作为确定大客户的唯一标准是不全面的。从全局和长远来考虑，大客户还应包括以下几类：
1、具有行业带头作用的客户：不管他们的购买量有多大，都会带来强大的示范作用。
2、具有持续购买潜力的客户：经常有单进，其价值就不会比一张大单小。
信誉好的客户：与这样的客户做生意，公司的风险是很低的。
●大客户管理发展模型及阶段
●区域运作模型
一、客户开发与销售谋略：
1）知己知彼
●我们销售的是什么
●我们的优势是什么
●我们的不足是什么
●谁是竞争对手
●客户是谁
●客户为何会选择我们
2）不战而胜
●整合资源，确立优势
●锁定目标，不战而胜
二、针对不同客户的销售模式
1）营销模式决定企业成败
●创新思维的建立
●侧重成本控制
●注重双赢
●看重长期合作
●突出客户感受
2）有效的客户需求分析与销售模式建立
●客户的潜在需求规模
●客户的采购成本
●客户的决策者
●客户的采购时期
●我们的竞争对手
●客户的特点及习惯
●客户的真实需求
●我们如何满足客户
三、针对大客户的SPIN顾问式销售方略
●传统销售线索和现代销售线索
●什么是SPIN提问方式
●封闭式提问和开放式提问
●如何起用SPIN提问
●SPIN提问方式的注意点
The marketing strategy and terminal management
The first part: regional market marketing strategies and team construction
This article
The core is the second-ranking marketing work
Marketing management, the most important is not the details, but find work work: why do we want to be engaged in the job? It for me, for I had contact with people who have any effect and meaning?
Fundamentally solved above two problems, and will help us effectively play its influence. Influence is leadership. Excellence, leadership, its decayed for magical drastic changes in the environment in the same vision calls for people to advance together.
Second, the investigation and analysis of the regional market
1) market potential evaluation
Responding to consumer condition analysis
Responding to competition condition analysis
Responding to industry analysis
Responding to enterprise resources analysis
2) regional markets combat panorama
Responding to analysis
Responding to set goals
Responding to make sales map
Responding to the market differentiation
Responding to take "the strategy" or "strategic" > fretting with competitors
Third, the regional market expansion and maintain
1) fast into the regional market
Responding to buildup "into"
Adopts "offensive" to enter
Adopts "with" enter
Adopts "contrarian" enter
Responding to regional market core strategy
2) regional market expansion strategy
Responding to the price as the leading occupy strategy
Responding to advertising for leading occupy strategy
Responding to channel for leading occupy strategy
Responding to service as the leading occupy strategy
Four, regional market channel strategy
Responding to the product sales
Responding to the channel
Responding to the dealer
Responding to the evaluation and management dealer
Responding to the contradiction between the different distributors
Responding to the contradiction between the direct and the dealer
Responding to channel sales team management
Responding to think - distributors that bigger is better? The more good?
Five, the establishment of regional sales team
Responding to the team composed: marketing director branch manager office manager (+ + + sales assistant to regional manager
Responding to become an excellent team leader
Responding to the efficient team
1 and 2, clear goal between members of mutual trust, members have relevant skills and able to complement 4, 5, the highly effective communication and loyalty, and has an excellent leader 7, have good internal and external support environment
Responding to the sales team selection
Responding to the sales team performance management
Responding to the sales team
The second part of the regional sales: big customer development and maintenance
Preface: big customer management and development of summary
What is responding to customer
Undoubtedly, buying big must be large customer, but the sales or profit as the only standard to determine the client is not comprehensive. From the overall and long-term consideration, client shall include the following:
1, with industry leading role of customer: no matter how much their purchases, will bring strong exemplary role.
2, the potential customers buy has sustained a: often, its value is not a large single small than.
Customer: with good credit, the company business clients of the risk is very low.
Responding to customer management development model and stage
Responding to regional operation model
A customer development and sales strategy:
After 1)
Responding to our sales of is what
Responding to our advantage is what
Responding to our shortcomings is what
Who is the second-ranking rivals
Responding to customer
Why would we choose adopts customer
2) will this walkover match
Responding to the integration of resources, establish advantage
Responding to lock objectives, will this walkover match
According to different customers, sales model
1) marketing mode decision enterprise success
Responding to the establishment of innovative thinking
Responding to focus cost control
Responding to a win-win situation
Responding to regard a long-term cooperation
Responding to customer experience. Outstanding
2) effective customer demand analysis and sales model
Responding to customer requirements
Responding to customer purchasing cost
Responding to customer's decision makers
Responding to customer purchase period
Responding to our competitors
Responding to customer characteristics and habits
Responding to the real demand of clients
Responding to how we meet customer
Third, according to the sales strategy of SPIN consultant
Adopts traditional sales leads and modern sales leads
Responding to questions? What is the SPIN
Adopts closed questions and open questions
Responding to questions to reinstate SPIN
Responding to questions SPIN attention 积分给我吧
The first part: regional market marketing strategies and team construction
This article
The core is the second-ranking marketing work
Marketing management, the most important is not the details, but find work work: why do we want to be engaged in the job? It for me, for I had contact with people who have any effect and meaning?
Fundamentally solved above two problems, and will help us effectively play its influence. Influence is leadership. Excellence, leadership, its decayed for magical drastic changes in the environment in the same vision calls for people to advance together.
Second, the investigation and analysis of the regional market
1) market potential evaluation
Responding to consumer condition analysis
Responding to competition condition analysis
Responding to industry analysis
Responding to enterprise resources analysis
2) regional markets combat panorama
Responding to analysis
Responding to set goals
Responding to make sales map
Responding to the market differentiation
Responding to take "the strategy" or "strategic" > fretting with competitors
Third, the regional market expansion and maintain
1) fast into the regional market
Responding to buildup "into"
Adopts "offensive" to enter
Adopts "with" enter
Adopts "contrarian" enter
Responding to regional market core strategy
2) regional market expansion strategy
Responding to the price as the leading occupy strategy
Responding to advertising for leading occupy strategy
Responding to channel for leading occupy strategy
Responding to service as the leading occupy strategy
Four, regional market channel strategy
Responding to the product sales
Responding to the channel
Responding to the dealer
Responding to the evaluation and management dealer
Responding to the contradiction between the different distributors
Responding to the contradiction between the direct and the dealer
Responding to channel sales team management
Responding to think - distributors that bigger is better? The more good?
Five, the establishment of regional sales team
Responding to the team composed: marketing director branch manager office manager (+ + + sales assistant to regional manager
Responding to become an excellent team leader
Responding to the efficient team
1 and 2, clear goal between members of mutual trust, members have relevant skills and able to complement 4, 5, the highly effective communication and loyalty, and has an excellent leader 7, have good internal and external support environment
Responding to the sales team selection
Responding to the sales team performance management
Responding to the sales team
The second part of the regional sales: big customer development and maintenance
Preface: big customer management and development of summary
What is responding to customer
Undoubtedly, buying big must be large customer, but the sales or profit as the only standard to determine the client is not comprehensive. From the overall and long-term consideration, client shall include the following:
1, with industry leading role of customer: no matter how much their purchases, will bring strong exemplary role.
2, the potential customers buy has sustained a: often, its value is not a large single small than.
Customer: with good credit, the company business clients of the risk is very low.
Responding to customer management development model and stage
Responding to regional operation model
A customer development and sales strategy:
After 1)
Responding to our sales of is what
Responding to our advantage is what
Responding to our shortcomings is what
Who is the second-ranking rivals
Responding to customer
Why would we choose adopts customer
2) will this walkover match
Responding to the integration of resources, establish advantage
Responding to lock objectives, will this walkover match
According to different customers, sales model
1) marketing mode decision enterprise success
Responding to the establishment of innovative thinking
Responding to focus cost control
Responding to a win-win situation
Responding to regard a long-term cooperation
Responding to customer experience. Outstanding
2) effective customer demand analysis and sales model
Responding to customer requirements
Responding to customer purchasing cost
Responding to customer's decision makers
Responding to customer purchase period
Responding to our competitors
Responding to customer characteristics and habits
Responding to the real demand of clients
Responding to how we meet customer
Third, according to the sales strategy of SPIN consultant
Adopts traditional sales leads and modern sales leads
Responding to questions? What is the SPIN
Adopts closed questions and open questions
Responding to questions to reinstate SPIN
Responding to questions SPIN attention 积分给我吧
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第1个回答 2010-08-08
Part I: regional marketing strategy and team building
I. Introduction
● What is the core marketing
Marketing managers, the most important thing is not working in the set, but to find the meaning of work: Why do we want to do this work? Its me, people I met what effect and meaning?
Fundamental solution to these two questions, will help us to effectively play their own influence. Influence is leadership. Excellent leadership miraculous, it is rapidly changing environment calls on people to advance together towards the same vision.
Second, investigation and analysis of regional markets
1) The assessment of market potential
● Consumer Analysis
● Analysis of Competition
● Industry Analysis
● Analysis of Enterprise's own resources
2) regional market operations panorama
● Analysis of current situation
● Set goals
● Production Sales Map
● Market segmentation
● adopt a "forward strategy" or "eating strategies" → against competitors
Third, the regional market expansion and to maintain
1) fast access to regional markets
● "momentum" into the
● "offensive" to enter
● "homeopathic" to enter
● "contrarian" to enter
● Core Raiders regional markets
2) regional market expansion strategy
● squeeze price-led strategy
● advertising-led strategy for other purposes
● diverted to channel-oriented strategy
● diverted to service-oriented strategy
Fourth, the regional market channels Raiders
● sales channels
● the type of channel
● Choice Dealers
● Evaluation and management of dealer
● dealing with conflicts between different distributors
● direct sales and distributors deal with the contradiction between
● the management of channel sales team
● think the bigger the better --- dealer? Better?
Fifth, the establishment of the regional sales team
● team consists of: Marketing Director + branch manager (office manager) + + Sales Assistant Regional Manager
● How to become a good team leader
● Characteristics of an effective team
1, 2 clear goals, mutual trust among the members of 3 members with relevant skills and the ability to complement each other 4, a high degree of loyalty 5, 6, effective communication, with an excellent leadership 7, with good internal and external support environment
● sales force selection
● sales force performance management
● sales force incentives
Part II: regional sales development and maintenance of large customers
Introduction: Overview of Key Account Management and Development
● What is the big clients
No doubt, the purchase of certain large volume customers, but the sales or profits as the sole criterion for determining major clients is not comprehensive. To consider the overall situation and long-term, large customers should also include the following categories:
1, with industry taking the lead role of the Customer: No matter how much their purchases, will bring a strong demonstration effect.
2, has continued to buy potential customers: often a single into, its value will not be smaller than a large one.
Reputable clients: to do business with such customers, the company's risk is very low.
● Account Management model and stages of development
● regional operating model
1, customer development and sales strategy:
1) Know thyself
● What we sell
● What are the advantages of our
● What is our lack of
● Who is the competition
● Customers who
● Why customers choose us
2) not to win
● integration of resources, to establish superiority
● targeted, not to win
Second, the sales patterns for different customers
1) marketing model a deciding
● the establishment of innovative thinking
● focus on cost control
● focus on win-win
● long-term value
● outstanding customer experience
2) an effective analysis of customer demand and sales model is built
● the scale of potential demand of customers
● Customer's purchase cost
● customer's decision-makers
● Customer's purchase period
● our competitors
● the characteristics and habits of customers
● true customer demand
● How do we meet our customers
Third, for large customers SPIN consultative selling strategy
● traditional and modern sales leads sales leads
● What is the SPIN questioning approach
● closed questions and open questions
● How to only use SPIN questions
● SPIN questions point the way pay attention to
I. Introduction
● What is the core marketing
Marketing managers, the most important thing is not working in the set, but to find the meaning of work: Why do we want to do this work? Its me, people I met what effect and meaning?
Fundamental solution to these two questions, will help us to effectively play their own influence. Influence is leadership. Excellent leadership miraculous, it is rapidly changing environment calls on people to advance together towards the same vision.
Second, investigation and analysis of regional markets
1) The assessment of market potential
● Consumer Analysis
● Analysis of Competition
● Industry Analysis
● Analysis of Enterprise's own resources
2) regional market operations panorama
● Analysis of current situation
● Set goals
● Production Sales Map
● Market segmentation
● adopt a "forward strategy" or "eating strategies" → against competitors
Third, the regional market expansion and to maintain
1) fast access to regional markets
● "momentum" into the
● "offensive" to enter
● "homeopathic" to enter
● "contrarian" to enter
● Core Raiders regional markets
2) regional market expansion strategy
● squeeze price-led strategy
● advertising-led strategy for other purposes
● diverted to channel-oriented strategy
● diverted to service-oriented strategy
Fourth, the regional market channels Raiders
● sales channels
● the type of channel
● Choice Dealers
● Evaluation and management of dealer
● dealing with conflicts between different distributors
● direct sales and distributors deal with the contradiction between
● the management of channel sales team
● think the bigger the better --- dealer? Better?
Fifth, the establishment of the regional sales team
● team consists of: Marketing Director + branch manager (office manager) + + Sales Assistant Regional Manager
● How to become a good team leader
● Characteristics of an effective team
1, 2 clear goals, mutual trust among the members of 3 members with relevant skills and the ability to complement each other 4, a high degree of loyalty 5, 6, effective communication, with an excellent leadership 7, with good internal and external support environment
● sales force selection
● sales force performance management
● sales force incentives
Part II: regional sales development and maintenance of large customers
Introduction: Overview of Key Account Management and Development
● What is the big clients
No doubt, the purchase of certain large volume customers, but the sales or profits as the sole criterion for determining major clients is not comprehensive. To consider the overall situation and long-term, large customers should also include the following categories:
1, with industry taking the lead role of the Customer: No matter how much their purchases, will bring a strong demonstration effect.
2, has continued to buy potential customers: often a single into, its value will not be smaller than a large one.
Reputable clients: to do business with such customers, the company's risk is very low.
● Account Management model and stages of development
● regional operating model
1, customer development and sales strategy:
1) Know thyself
● What we sell
● What are the advantages of our
● What is our lack of
● Who is the competition
● Customers who
● Why customers choose us
2) not to win
● integration of resources, to establish superiority
● targeted, not to win
Second, the sales patterns for different customers
1) marketing model a deciding
● the establishment of innovative thinking
● focus on cost control
● focus on win-win
● long-term value
● outstanding customer experience
2) an effective analysis of customer demand and sales model is built
● the scale of potential demand of customers
● Customer's purchase cost
● customer's decision-makers
● Customer's purchase period
● our competitors
● the characteristics and habits of customers
● true customer demand
● How do we meet our customers
Third, for large customers SPIN consultative selling strategy
● traditional and modern sales leads sales leads
● What is the SPIN questioning approach
● closed questions and open questions
● How to only use SPIN questions
● SPIN questions point the way pay attention to
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