promotion_strategy_促銷策略(已修改)
2025-03-07 20:09 本頁面
【正文】 促銷策略 What Is Promotion? ?促銷： 企業(yè)通過人員或非人員推銷的方式，將產(chǎn)品或勞務(wù)的信息傳送給目標(biāo)顧客，從而引起興趣，促進(jìn)購買，實(shí)現(xiàn)企業(yè)產(chǎn)品銷售的一系列活動(dòng)。 ? Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response. ? 告知功能 Informative function ? 說服功能 Persuasive function ? 影響功能 Influence function 整合營銷 /促銷組合 Integrated Marketing Communication Advertising Public relation Personal selling Sales promotion Direct marketing 一致、清晰、 吸引人的公司 和產(chǎn)品形象 Advertising Personal Selling Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Sales Promotion Shortterm Incentives to Encourage Trial or Purchase. Public Relations Direct Marketing Direct Communications With Individuals to Obtain an Immediate Response. Protect and/or Promote Company’s Image/products. Personal Presentations. The Marketing Communications Mix Setting the Promotion Mix Advertising Public, Pervasive, Expressive, Impersonal Sales Promotion Communication, Incentive, Invitation Public Relations Publicity Credibility, Surprise, Dramatization Personal Selling Personal Confrontation, Cultivation, Response Direct Marketing Nonpublic, Customized, UptoDate, Interactive 知覺的選擇性 Perception selection Selective Attention Selective Distortion Selective Retention 促銷預(yù)算 Setting the Total Promotion Budget ? One of the Hardest Marketing Decisions Facing a Company is How Much to Spend on Promotion. ? Factors to be considered when setting the advertising budget: ? 產(chǎn)品生命周期階段 Stage in the product life cycle, ? 市場份額 Market share, ? 競爭和雜亂 Competition and clutter, ? 產(chǎn)品差異化 Product differentiation. Affordable Based on What the Company Can Afford ObjectiveandTask Based on Determining Objectives Tasks, Then Estimating Costs Percentage of Sales Based on a Certain Percentage of Current or Forecasted Sales CompetitiveParity Based on the Competitor’s Promotion Budget Advertising Spending for 1999 M a g a z i n eY e l l o w P a g e sI n t e r n e tR a d i oT e l e v i si o nO u t d o o rN e w sp a p e rProduct LifeCycle Stage Type of Product/ Market Push vs. Pull Strategy Buyer/ Readiness Stage 促銷組合的影響因素 Factors in Developing Promotion Mix Strategies 產(chǎn)業(yè)用品 消費(fèi)品 Public relations Public relations Personal selling Advertising Sales promotion Sales promotion 產(chǎn)品 /市場類 Type of Product/Market Advertising Personal selling Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand. Strategy Selected Depends on: Type of ProductMarket Product LifeCycle Stage Strategy that Calls for Using the Salesforce and Trad
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