promotion_strategy_促銷策略-wenkub
2023-03-18 20:09:08 本頁面
【正文】 e 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 Trade Promotion to Push the Product Through the Channels. 推或拉的策略 Push vs. Pull Strategy Producer Producer Intermediaries Marketing activities End users Marketing activities Demand Intermediaries Demand Push Strategy Pull Strategy End users Marketing activities Demand 推或拉的策略 Push Versus Pull Strategy 消費(fèi)者購買決策過程 Consumer Buying Process 確認(rèn)需求 Problem recognition 收集信息 Information search 選擇判斷 Evaluation of alternatives 購買決策 Purchase decision 購后評價(jià) Postpurchase behavior 認(rèn)識(shí) 理解 信任 成交 導(dǎo)入期 Introduction 成長期 Growth 成熟期 Maturity 衰退期 Decline PLC 分析 Profit Sales Life Cycles 總 市場 銷售額 時(shí)間 What is advertising ?廣告 是對觀念、產(chǎn)品和服務(wù)而采取的任何有明確經(jīng)辦人的非人員的有償性推介和促銷 ? Advertising is Any Paid Form of Nonpersonal Presentation and Promotion of Ideas, Goods, or Services by an Identified Sponsor. ? Advertising is centuries old. ? . advertisers spend in excess of $212 billion each year。 worldwide spending exceeds $414 billion. ? Advertising is used by: – Business firms, – Nonprofit anizations, – Professionals, and – Social agencies. 廣告的策劃 Major Advertising Decisions Mission –Communication objectives –Sales Objectives Budget Decisions (Money) –Affordable Approach –Percent of sales –Competitive parity –Objective and task Message decisions –Message Strategy – Message Execution Measurement –Communication Impact –Sales Impact Media decisions –Reach, Frequency, Impact –Major Media Types –Specific Media Types –Media Timing The Five Ms of Advertising ? 通知廣告 Informative Advertising ? 說服廣告 Persuasive Advertising ? 比較廣告 Comparison Advertising ? 提醒廣告 Reminder Advertising 營業(yè)推廣 Sales Promotion ?營業(yè)推廣 /銷售促進(jìn)： 企業(yè)在某一段時(shí)期內(nèi)采用特殊的手段對消費(fèi)者實(shí)行強(qiáng)烈的刺激，以促進(jìn)企業(yè)銷售迅速增長的一種策略。 – Public Relations is a broad set of planned munication about the pany, including publicity releases, designed to promote goodwill and a favorable image. Special Events Written Materials Corporate Identity Materials Speeches News Audiovisual Materials Public Service Activities Web Site 主要的公共關(guān)系工具 Major Public R
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