Win at the terminal

Author: Zhao Yian
Publisher:
Publish Date: 2005-01-01
Features: Even if a company produces the world's best products and invests the highest advertising expenses to expand its brand awareness, it must at least ensure that consumers can purchase the product at various sales points. Only then can the product generate revenue, and the sales goals of both manufacturers and retailers can be achieved. For businesses, the challenge lies in how to enable consumers to not only buy but also be willing to purchase their products at the sales points, which is the issue of winning at the terminal and what this book aims to explore. The difficulties of terminal management—such as how to distribute products, set and manage retail prices, prevent and address channel conflict, and achieve better promotional results with fewer promotional expenses—are all addressed in this book. For non-frontline personnel such as merchandisers and sales assistants, reading this book can effectively inspire sales strategies and enhance sales performance.