第11章_國際市場(chǎng)促銷策略(編輯修改稿)
2025-03-22 13:23 本頁面
【文章內(nèi)容簡(jiǎn)介】 Targets 2 26 Chapter Nine Promotion Strategy 目標(biāo)為消費(fèi)者的銷售促進(jìn) Consumeroriented Sales Promotion 免費(fèi)樣品 Free samples 優(yōu)惠券 Coupons 競(jìng)賽 Contests 抽獎(jiǎng) Sweepstakes 廣告特制品 Specialty advertising 優(yōu)惠包裝 Bonus packs 常見的 針對(duì)消費(fèi)者的 促銷手段 Popular Tools For Consumer Sales Promotion 2 27 Chapter Nine Promotion Strategy 目標(biāo)為市場(chǎng)中介的銷售促進(jìn) Tradeoriented Sales Promotion 購買折扣 Buying Allowances 促銷補(bǔ)貼 Promotional Allowance 度假獎(jiǎng)勵(lì) Vacation Giveaways 經(jīng)銷商競(jìng)賽 Dealer Contests 培訓(xùn) Training 商業(yè)展覽 Trade Shows 常見的 商業(yè)促銷手段 Popular Tools For Dealer Sales Promotion 2 28 Chapter Nine Promotion Strategy 銷售促進(jìn)的優(yōu)缺點(diǎn) Advantages ? 產(chǎn)生即時(shí)顧客回應(yīng) ? 容易衡量效果 ? 增加短期銷量 ? 引起品牌注意 Disadvantages ? 難以和其它競(jìng)爭(zhēng)者區(qū)分，易被模仿、報(bào)復(fù) 2 29 Chapter Nine Promotion Strategy 銷售促進(jìn)的宜與忌 ? 促銷能 – 讓消費(fèi)者和經(jīng)銷商對(duì)產(chǎn)品產(chǎn)生興趣 – 鼓勵(lì)試用 – 增加使用 /購買頻率 – 強(qiáng)化廣告效果 ? 促銷不能 – 改變劣質(zhì)產(chǎn)品形象 – 彌補(bǔ)產(chǎn)品缺陷 2 30 Chapter Nine Promotion Strategy 人員推銷 Personal Selling 2 以達(dá)成一筆交易為目標(biāo)的 向一個(gè)或多個(gè)潛在購買者的 有計(jì)劃的演示 Planned presentation to one or more prospective buyers for the purpose of making a sale 所有促銷形式的鼻祖 ——從面對(duì)面、電話到視頻會(huì)議 31 Chapter Nine Promotion Strategy 人員推銷 Personal Selling 傳統(tǒng)推銷 Traditional Selling 關(guān)系推銷 Relationship Selling 2 雙方目標(biāo)利益各異，賣方說服買方接受某種觀點(diǎn) (性能優(yōu)于競(jìng)爭(zhēng)者 )或采取某種行動(dòng) (立即購買 ) 強(qiáng)調(diào)雙贏 ——雙方長期互利，賣方不在意快速成交或銷量短期增加，而是力圖創(chuàng)造顧客參與和忠誠的持久同盟 32 Chapter Nine Promotion Strategy 人員推銷的優(yōu)缺點(diǎn) Advantages ? 容易衡量效果 ? 產(chǎn)生即刻回應(yīng) ? 對(duì)顧客量身定制信息 Disadvantages ? 受銷售人員能力差異的影響 ? 單次接觸成本高 2 33 Chapter Nine Promotion Strategy AIDA概念 The AIDA Concept 按照消費(fèi)者對(duì)信息的參與階段，來描述促銷目標(biāo)實(shí)現(xiàn)過程的模型 Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message. 2 34 Chapter Nine Promotion Strategy AIDA概念 Attention 注意 Interest 興趣 Desire 欲望 Action 行動(dòng) 2 35 Chapter Nine Promotion Strategy AIDA和促銷組合元素 引發(fā)注意 Attention 產(chǎn)生興趣 Interest 喚醒欲望 Desire 導(dǎo)致行動(dòng) Action 廣告 Advertising 非常有效 Very effective 非常有效 Very effective 某種程度有效 Somewhat effective 無效 Not effective 公關(guān) Public Relations Very effective Very effective Very effective Not effective 銷售促進(jìn) Sales Promotion Somewhat effective Somewhat effective Very effective Very effective 人員推銷 Personal Selling Somewhat effective Very effective Very effective Somewhat effective 2 36 Chapter Nine Promotion Strategy Learning Objective 影響促銷組合的因素 Describe the factors that affect the promotional mix 3 37 Chapter Nine Promotion Strategy 影響促銷組合的因素 Factors Affecting the Promotional Mix Nature of Product Stage in PLC Target Market Factors Type of Buying Decision Pro
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