促銷策略培訓(xùn)-在線瀏覽
2025-03-11 11:59本頁面
【正文】 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。 ? , , a a . ?告知功能 ?說服功能 ?影響功能 整合營銷 /促銷組合 一致、清晰、 吸引人的公司 和產(chǎn)品形象 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. 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 促銷預(yù)算 ? a . ? : ? 產(chǎn)品生命周期階段 , ? 市場份額 , ? 競爭和雜亂 , ? 產(chǎn)品差異化 . , a ’s 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 產(chǎn)業(yè)用品 消費(fèi)品 產(chǎn)品 /市場類 A () . Strategy Selected Depends on: Type of ProductMarket Product LifeCycle Stage
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