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一、企业背景1.经营产品:饮料、休闲食品2.产品数量:6个3.营销组织结构:企业总部设营销部、财务部、供应部、生产部。营销部下设市场部和销售部。市场部下设品类管理部(6个)、传播部、市场研究部;销售部下设各地办事处、销售计划部、销售事务部。4.市场部的职能主要是制订各品类的策略规划、销售政策、费用分配、广告制作、产品开发等工作,其重点是规划而不是执行;销售部的职能是对各地办事处进行管理、制订客户政策、物品发运、销售计划、销售信息等工作,而办事处则负责对管辖区域进行全面的市场拓展和销售工作,在市场推广、费用安排、人员聘用、客户开发等方面有较大的自主权。
First, the business background 1. Business products: beverages, snack foods 2. The number of products: 6 3. Marketing Organization: Headquartered marketing, finance, supply, production. Marketing Department consists of marketing and sales department. Marketing Department under the category management (6), Communications, Marketing Research Department; sales offices set up around the offices, sales planning department, sales department. 4. The function of the marketing department is to formulate strategic planning, sales policies, cost allocation, advertisement production and product development for each category. The focus of the marketing department is to plan rather than implement it. The function of the sales department is to manage the offices in different regions and formulate Customer policy, delivery of goods, sales planning, sales information and other work, while the office is responsible for the jurisdiction of the full range of market development and sales efforts in marketing, cost arrangements, staff hiring, customer development, etc. have greater autonomy right.