МЕРЧЕНДАЙЗИНГ
О программе
Содержание
Преподаватели
Продолжительность обучения: 16 уч. ч.
Для руководителей мерчендайзинговых подразделений, руководителей отделов продаж и маркетинга, брэнд-менеджеров, супервайзеров, которые управляют мерчендайзерами или торговыми представителями с функциями мерчендайзеров.
Понятие, цели и задачи мерчендайзинга производителя (дистрибутора) торговых марок.
- Какую выгоду приносит мерчендайзинг производителю и розничному продавцу.
- Инструменты мерчендайзинга поставщиков и мерчендайзинга ритейлеров.
Маркетинг торговых каналов. Учет особенностей торговых точек.
- Торговые каналы. АВС-анализ торговых точек.
- Мерчендайзинговый аудит торговых точек.
- Описание мест продажи.
Управление ассортиментом и мерчендайзинг.
- АВС-анализ ассортиментных позиций. Постановка целей по ассортименту.
- Постановка целей по полочному пространству в каждом торговом канале.
- Как создать эффективный запас продукции на складе и на каждом месте продажи? Правило торгового запаса. Правило присутствия.
Грамотная организация мест продажи товара.
- Распределение приоритетного места и расположение различных марок и упаковок внутри одной товарной группы на месте продажи.
- Определение порядка марок, видов (сортов) и упаковок.
- Разработка планограмм выкладки товара.
- Создание акцентов на местах продажи.
- Разработка планограмм выкладки товара на фирменном оборудовании.
- Дополнительные места продажи в торговом зале.
Рекламные материалы в местах продаж.
- Правила размещения ценников на местах продажи.
- Правила размещения рекламных материалов.
- Анализ эффективности различных видов POS-материалов.
Специальные акции и продвижение товара.
Татьяна ЧердынцеваПервый заместитель директора БИЗНЕС-ШКОЛЫ XXI ВЕК-КОНСАЛТ, академический директор программы MBA General, бизнес-консультант, преподаватель программ по бизнес-стратегии, процессному управлению, HR-менеджменту.
Член рабочей группы по реализации «Конц
Читать далееЗаявка на обучение
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bool(false)
["_frontController":protected]=>
*RECURSION*
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*RECURSION*
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["layout"]=>
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string(0) ""
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string(0) ""
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string(0) ""
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bool(false)
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NULL
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NULL
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NULL
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string(6) "layout"
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["_viewBasePath":protected]=>
NULL
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NULL
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NULL
["_filterTypes":protected]=>
NULL
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string(16) "Zend_Db_Profiler"
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NULL
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["_environment":protected]=>
NULL
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string(11) "phpsettings"
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string(4) "UTF8"
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["_pluginLoader":protected]=>
object(Zend_Loader_PluginLoader)#7 (4) {
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array(0) {
}
["_loadedPlugins":protected]=>
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["Layout"]=>
string(32) "Zend_Application_Resource_Layout"
["Db"]=>
string(28) "Zend_Application_Resource_Db"
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["_prefixToPaths":protected]=>
array(1) {
["Zend_Application_Resource_"]=>
array(1) {
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string(26) "Zend/Application/Resource/"
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}
["_useStaticRegistry":protected]=>
NULL
}
["_pluginResources":protected]=>
array(3) {
["frontcontroller"]=>
object(Zend_Application_Resource_Frontcontroller)#12 (4) {
["_front":protected]=>
NULL
["_bootstrap":protected]=>
*RECURSION*
["_options":protected]=>
array(1) {
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array(1) {
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string(1) "0"
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array(2) {
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string(7) "options"
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object(Zend_View_Helper_Placeholder_Container)#57 (8) {
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string(0) ""
["_separator":protected]=>
string(0) ""
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string(0) ""
["_captureLock":protected]=>
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NULL
["_captureKey":protected]=>
NULL
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string(7) "content"
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bool(true)
["_helperClass":protected]=>
string(43) "Zend_Layout_Controller_Action_Helper_Layout"
["_inflector":protected]=>
NULL
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bool(true)
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string(6) "layout"
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string(50) "/mnt/vdb1/www/21vk.biz/application/layouts/scripts"
["_viewBasePath":protected]=>
NULL
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string(11) "Layout_View"
["_mvcEnabled":protected]=>
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bool(true)
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string(36) "Zend_Layout_Controller_Plugin_Layout"
["_view":protected]=>
NULL
["_viewSuffix":protected]=>
string(5) "phtml"
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["_bootstrap":protected]=>
*RECURSION*
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string(7) "options"
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NULL
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["_isDefaultTableAdapter":protected]=>
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string(2) "db"
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["_started":protected]=>
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NULL
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string(5) "_POST"
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["_baseUrl":protected]=>
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NULL
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["_httpResponseCode":protected]=>
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["headersSentThrowsException"]=>
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bool(true)
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array(0) {
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["helper"]=>
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NULL
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string(6) "filter"
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string(6) "helper"
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string(5) "_POST"
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["_requestUri":protected]=>
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["_baseUrl":protected]=>
string(0) ""
["_basePath":protected]=>
NULL
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["_rawBody":protected]=>
NULL
["_aliases":protected]=>
array(0) {
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["_dispatched":protected]=>
bool(true)
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string(5) "pages"
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string(6) "module"
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string(5) "index"
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string(10) "controller"
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string(4) "show"
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string(6) "action"
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["_helper":protected]=>
object(Zend_Controller_Action_HelperBroker)#47 (1) {
["_actionController":protected]=>
*RECURSION*
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