市場營銷學(xué)講義-全英文10(ppt31)-銷售管理(參考版)
2024-08-17 16:58本頁面
【正文】 the sum of the costs is the budget Presented by Zhou Yanfeng Business School, Zhongshan University 22 Setting the Promotion Mix: Nature of the Tools ? Advertising ? Reach masses of geographically dispersed buyers ? Low cost per exposure ? Allows high message repetition frequency ? Contributes to overall image ? Legitimizes product ? Expressive ? Costly impersonal oneway Presented by Zhou Yanfeng Business School, Zhongshan University 23 Setting the Promotion Mix: Nature of the Tools ? Personal Selling ? Build buyers’ preference conviction action ? Can observe mutual needs and quickly adjust ? Assists in developing relationships ? Buyer more likely to listen and respond ? Sales force a longterm mitment ? The most expensive promotion tool Presented by Zhou Yanfeng Business School, Zhongshan University 24 Setting the Promotion Mix: Nature of the Tools ? Sales Promotion ? Tools include coupons contests centsoff deals premiums etc. ? Attract consumer attention and provide information leading to purchase ? Offer added value high purchase incentives ? Reward quick response ? Shortlived weak at building brand preference Presented by Zhou Yanfeng Business School, Zhongshan University 25 Setting the Promotion Mix: Nature of the Tools ? Public Relations ? Typical tools news stories features events ? Believable and economical ? Reach prospects who avoid other approaches ? Can dramatize a pany or product Presented by Zhou Yanfeng Business School, Zhongshan University 26 Setting the Promotion Mix: Nature of the Tools ? Direct Marketing ? Direct mail telemarketing electronic marketing online marketing etc. ? Private and specific ? Immediate ? Customized ? Interactive ? Suited to targeting and relationship development Presented by Zhou Yanfeng Business School, Zhongshan Univers
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