【文章內容簡介】 價值促銷競賽公關促銷 贈品 以舊換新 售點陳列免費樣品(試用）抽獎 公益會員卡折價贈券 使用示范 積點/卡/分 限購影響促銷效果的因素促銷管理過程當中需要注意的問題建立終端促銷管理體系促銷管理要務（1）各種促銷工具比較（2）影響促銷組合設計的要素（3）促銷計劃及內容促銷管理工作的重點何為“優(yōu)秀促銷員”？十三單元 課程總結附錄：Type of promotional activities and objective/s 促銷種類和目的Aimed to boost trial, pull consumers away frompetitors, develop brand loyalty, encourage consumer Consumer price promotions 消費者價格優(yōu)惠stocking up with extra ，把競爭對手的顧客搶過來，增進對品牌的忠心度，鼓勵消費者貯存超量貨品。Including multipacks, bonus ，增值包裝。Normally designed to increase display, trial, usage, loyalty and brand ，產品試用，消費，忠心度及品牌知名度。Usually offer low cost items for a number of product Consumer premium offer 為消費者提供贈品purchased or reduced price for the premium item aimed at increasing trial, display, usage and product brand 。目的在于提高產品度試用，陳列，消費及品牌知名度。To increase trial and repeat purchase or to promote Couponing贈券linked sales to other products in the Company’s 。Store petitionsTo increase and improve sales and contest 消費者有獎競賽 門店競賽 增進銷量及陳列。Organized by the customer to distribute to the target market of potential consumers on promotional 。Direct mails廣告性印刷品Display bonus/Display incentive陳列獎金或津貼Goods sold to the outlet and provide a reward to the trade for an agreed display layout or space ，提供一定的報酬。Are useful tools to promote product trial, but gift for trade buyers are perhaps discouraged in many for buyers/buying pany給于采購They are useful promotional activity to gain product trial 者或采購公司禮物 or approve for travel bag, Tshirt，umbrella 。產品如旅行袋，T衫，雨傘等。Launching incentives產品上市獎勵到試用產品非常有效的手法但是很多公司都不鼓勵。To encourage the acceptance, listing and display of new ，售賣及陳列一個新產品Film shows電影招待會Are particularly useful where targeting children tieins with new cartoon or educational 。通常配合新卡通片或教育片上演。Volume rebates銷encourage buyers to support the pany rather than 量回扣 / 獎勵 Point of salepetitors 鼓勵采購員支持本公司多于競爭對手。Highlighting the product features and materials促銷宣傳attention to purchase products in 及利益。在店內吸引消費者購買。Can enhance presentation through design, presentation Promotion aspect of packaging 促銷方面的包裝of information or illustration of application, convenience for display, and creating an unique brand identity and impact at the point of ，說明或圖解來增強產品的展示，放便排列和造成獨特品牌特征，并在銷售點產生影響力。Display contest 陳Very effective in creating product awareness at the point 列比賽of sale by providing some prizes to reward differentcategories of ，有效的在銷售點引起顧客對品牌的認識。Usually the criteria are size of display, location of display, creativeness, usage of ，地點，創(chuàng)造力，促銷宣傳品等。Used to increase product trial and pull consumer from petitive sampling派送樣品顧客搶過來。It can also highlight the product features and benefits directly to the 。Prompt order / payment discounts 準時下定單或付款Encourage the early placement of orders or cash payment 。Tieins with local events 配合當?shù)靥貏e節(jié)目Can offer a powerful vehicle in some , sports functions, charity activities 。如嘉年華會，運動會，慈善活動等。To distributors or outlets encourage stock purchase and Trade discounts貿increase in stock can also help to increase 易折扣stock weight on the selling floor鼓勵經銷商或零售店超量購買及貯存。它也能幫助提高在店面的貨量。Can be adjusted for a specific period or sale to motivate Trade channeltrade buyers to support a product through increased margin渠道毛利 sales 員/采購公司對一個產品的支持程度因而提高銷量。Can be used to widen distribution or boost stock levels in Trade stock bonuses/the distribution retail outlets, it is used to encourage volume case free with every 10 cases 。對于零售店，它可以作為鼓勵超量購買。例如：買十箱送一箱。學習總結：★廉價產品策略。用很低的價格向顧客提供質量普通或質量不高的產品和服務。這種策略只有在某細分市場內對價格關注的消費者占有相當數(shù)量時才會有效。不過，靠這一策略成功的企業(yè)可能會受到“產品更便宜”的公司的攻擊，后者的價格會更低。例如韓國大宇這樣的汽車制造商以生產廉價汽車著稱，但馬來西亞汽車公司生產出更便宜的普洛頓汽車，對其構成了威脅。為了進行防衛(wèi)，前者要努力使產品質量不斷提高?！锫曂呗?。市場挑戰(zhàn)者可以開發(fā)出比市場領導者品質更優(yōu)的產品，并且標定更高的價格。例如，在美國市場上出售的奔馳汽車要比美國產汽車的質量更好，價格也高，超過了凱迪拉克?！锂a品繁衍策略。挑戰(zhàn)者可以通過推出大量不同式樣的產品，向顧客提供更多的選擇來追逐領導者。例如漢特公司為了在番茄醬市場上追逐亨氏公司的領先地位，推出了幾種風味獨特、規(guī)格包裝不一的產品，而相比之下亨氏公司卻只有一種風味的番茄醬，而且瓶裝規(guī)格也不多?！锂a品革新策略。挑戰(zhàn)者可以對產品進行革新，來攻擊領導者的地位。例如，花王公司在１９９４年推出了一種新型香波，既適用于寒冷季節(jié)又可用于溫熱季節(jié)。