Promotion-Strategy-促销策略.ppt

促销策略What Is Promotion?促销：企业通过人员或非人员推销的方式，将产品或劳务的信息传送给目标顾客，从而引起兴趣，促进购买，实现企业产品销售的一系列活动。P.242Communication by marketers that informs,persuades,and reminds potential buyers of a product in order to influence an opinion or elicit a response.告知功能 Informative function 说服功能 Persuasive function影响功能 Influence function整合营销/促销组合Integrated Marketing CommunicationAdvertisingPublic relationPersonal sellingSales promotionDirect marketing一致、清晰、一致、清晰、一致、清晰、吸引人的公司吸引人的公司吸引人的公司和产品形象和产品形象和产品形象A Ad dv ve er rt ti is si in ng gP Pe er rs so on na al l S Se el ll li in ng gAny Paid Form of Nonpersonal Presentation by an Identified Sponsor.Sales PromotionSales PromotionShort-term Incentives to Encourage Trial or Purchase.Public RelationsPublic RelationsDirect MarketingDirect MarketingDirect Communications With Individuals to Obtain an Immediate Response.Protect and/or Promote Companys Image/products.Personal Presentations.The Marketing Communications MixSetting the Promotion MixAdvertisingPublic,Pervasive,Expressive,ImpersonalSales PromotionCommunication,Incentive,InvitationPublic Relations&PublicityCredibility,Surprise,DramatizationPersonal SellingPersonal Confrontation,Cultivation,ResponseDirect MarketingNonpublic,Customized,Up-to-Date,Interactive知觉的选择性Perception selectionSelective AttentionSelective DistortionSelective Retention促销预算 Setting the Total Promotion BudgetOne of the Hardest Marketing Decisions Facing a Company is How Much to Spend on Promotion.Factors to be considered when setting the advertising budget:产品生命周期阶段产品生命周期阶段 Stage in the product life cycle,市场份额市场份额 Market share,竞争和杂乱竞争和杂乱 Competition and clutter,产品差异化产品差异化 Product differentiation.AffordableBased on What the Company Can AffordObjective-and-Task Based on Determining Objectives&Tasks,Then Estimating Costs Percentage of SalesBased on a Certain Percentage of Current or Forecasted SalesCompetitive-ParityBased on the CompetitorsPromotion BudgetAdvertising Spending for 1999 Product Life-Cycle StageType of Product/MarketPush vs.Pull StrategyBuyer/Readiness Stage促销组合的影响因素Factors in Developing Promotion Mix Strategies产业用品消费品Public relationsPublic relationsPersonal sellingAdvertising Sales promotionSales promotion产品/市场类Type of Product/Market AdvertisingPersonal sellingStrategy 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 Life-Cycle StageStrategy 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 StrategyProducerProducerIntermediariesMarketingactivitiesEnd usersMarketingactivitiesDemandIntermediariesDemandPush StrategyPull StrategyEnd usersMarketing activitiesDemand推或拉的策略Push Versus Pull Strategy消费者购买决策过程Consumer Buying Process确认需求确认需求Problem recognitionProblem recognition收集信息收集信息Information searchInformation search选择判断选择判断Evaluation ofEvaluation of alternatives alternatives购买决策购买决策Purchase decisionPurchase decision购后评价购后评价Postpurchase Postpurchase behaviorbehavior认识理解信任成交导入期IntroductionIntroduction成长期GrowthGrowth成熟期MaturityMaturity衰退期DeclineDeclinePLC 分析Profit&Sales Life Cycles總市場銷售額時間What is advertising广告是对观念、产品和服务而采取的任何有明确经办人的非人员的有偿性推介和促销Advertising is Any Paid Form of Nonpersonal Presentation and Promotion of Ideas,Goods,or Services by an Identified Sponsor.Advertising is centuries old.U.S.advertisers spend in excess of$212 billion each year;worldwide spending exceeds$414 billion.Advertising is used by:Business firms,Nonprofit organizations,Professionals,andSocial agencies.广告的策划Major Advertising Decisions 1.确定目标确定目标MissionCommunication objectivesSales Objectives2.预算决策预算决策Budget Decisions(Money)Affordable ApproachPercent of salesCompetitive parityObjective and task3.信息决策信息决策Message decisionsMessage Strategy Message Execution5.评价目标评价目标MeasurementCommunication ImpactSales Impact4.媒体决策媒体决策Media decisionsReach,Frequency,ImpactMajor Media TypesSpecific Media TypesMedia TimingThe Five Ms of AdvertisingThe Five Ms of Advertising 通知广告 Informative Advertising 说服广告 Persuasive Advertising 比较广告 Comparison Advertising 提醒广告 Reminder Advertising营业推广Sales Promotion营业推广/销售促进：企业在某一段时期内采用特殊的手段对消费者实行强烈的刺激，以促进企业销售迅速增长的一种策略。P252一种短期的行动，目的是鼓励购买的积极性，或宣传一件产品、或提供一种服务。A mass communication technique that offers short-term incentives to encourage purchase or sales of a product or service.Offers reasons to buy now.Philip Kotler&Gary Armstrong Why the increase in Sales Promotion?Growing retailer powerDeclining brand loyaltyIncreased promotional sensitivityBrand proliferationFragmentation of consumer marketShort-term focusIncreased managerial accountabilityCompetitionClutterConsumer-Promotion ObjectivesConsumer-Promotion ToolsPoint-of-PurchaseDisplays奖励商品Premiums一揽子定价Price Packs现金返还Cash Refunds赠券Coupons免费样品Samples游戏Games抽奖Sweepstakes竞赛Contests常客回报Patronage Rewards广告特制品Advertising SpecialtiesEntice Consumers to Try a New ProductLure Customers AwayFrom Competitors ProductsGet Consumers to“Load Upon a Mature ProductHold&Reward Loyal CustomersConsumer Relationship Building对消费者的营业推广Consumer Promotion“Deal Proneness,”Liechtenstein,Burton,&Netemeyer,Journal of Retailing,Summer 1997Examination of“deal proneness”among consumers in a supermarket settingSurveys&Grocery Receipts usedEight types of deals:Cent-off,One-free,Gift,Display,Rebate,Contest,Sale,&Coupon“Deal Proneness,”Deal Proneness,”Liechtenstein,Burton,&Liechtenstein,Burton,&NetemeyerNetemeyerCluster analysis yielded two interpretable results:X49%are“deal prone,”51%notX24%High“Deal prone,”50%intermediate,26%deal insensitivev“Deal-proneness”a generalized construct-(crosses type of promotion)vYounger&Less educated more likely to be deal proneTrade-Promotion ObjectivesTrade-Promotion Tools特殊的广告条目Specialty AdvertisingItems竞赛Contests免费商品Free GoodsBuy-BackGuarantees折让Allowances削价Price-Offs推广现金Push Money折扣Discounts陈列Displays奖励商品PremiumsPersuade Retailers or Wholesalers to Carry a BrandGive a Brand Shelf SpacePromote a Brand in AdvertisingPush a Brand to Consumers贸易促销手段Trade PromotionsBusiness-Promotion ObjectivesBusiness-Promotion ToolsGenerate Business LeadsStimulate PurchasesReward CustomersMotivate Salespeople大会Conventions商业展览Trade Shows销售竞赛Sales Contests商务促销工具Business-to-Business Promotion人员推销Personal selling推销人员直接同目标市场的消费者建立联系，介绍商品，促进商品销售的活动Involves Two-Way,Personal Communication Between Salespeople and Individual Customers Whether:face to face,by telephone,through video conferencing,or by other means.人员推销的任务Personal selling Tasks寻找顾客分配时间信息传播推销产品提供服务收集信息分配产品推销队伍的结构设计Designing Sales Force Strategy and Structure 顾客结构CustomerSales Force Sells Only to CertainCustomers or Industries产品结构ProductSales Force Sells Only a Portion of The Companys Products or Lines区域结构Territorial Exclusive Territory to Sell the Companys Full Product Line复合结构Complex Forms Are a Combination of Any Types of Sales Force Structures 销售队伍规模Sales Force SizeSalespeople are one of a companys most productive（最创效益）and expensive assets（昂贵的资产）.Sales forces have been shrinking in size because of:Advances in selling technology,Recent merger mania.Many companies use some form of workload approach（工作量计算法）to set sales force size:Group accounts into different size classes,How many people are needed to call on them.内部销售人员Inside Sales Force外部销售人员Outside Sales Force上门走访客户Travel to Call on Customers主要的客户销售Sells to MajorAccounts发现重大新客户Finds MajorNew Prospects电话联系并接待来访客户Conduct Business From Their Offices Via Phone or Buyer Visits技术支持人员TechnicalSupportPeople电话/网络销售人员Tele-MarketingOr Internet其他销售队伍战略及结构问题Other Sales Force Strategy and Structure Issues销售支持人员SalesAssistantsTeam SellingMost companies are now using team selling to service large,complex accounts.Finds problems,solutions,and sales opportunities.Problems:can overwhelm customers,difficulties working with teams,evaluation of sales performance.优秀推销员的品质Some Traits of Good SalespeopleSome Traits of Good Salespeople 热情的Enthusiasm坚持Persistence忠于工作Job Commitment自信Self-Confidence主动精神InitiativeCollege Students招募推销员的建议Recommendations for Recruiting Salespeople Classified AdsEmployment AgenciesCurrent Salespeople招聘过程通常评价人员的内容包括Selection Process Usually Evaluates a Persons其他特征Other Characteristics个人品质Personality Traits推销员的态度Sales Aptitude分析和组织能力Analytical and Organizational Skills挑选推销员Selecting Salespeople推销员的培训Training SalespeopleThe Average Sales Training Program lasts for Four Months and Has the Following Goals:了解并明白公司各方面的情况Help Salespeople Know&Identify With the Company 通晓本公司的产品Learn About the Products深入了解顾客和竞争对手特点Learn About Competitors and Customers Characteristics 指导如何有效地推销展示Learn How to Make Effective Presentations懂得实地推销的工作程序和责任Understand Field Procedures and Responsibilities固定金额Fixed Amount Usually a Salary可变金额Variable AmountUsuallyCommissionsOr BonusesTo Attract Salespeople,a Company Must Have anAttractive Plan Made Up of Several Elements消费补助Expense AllowanceFor Job Related Expenses销售代表的报酬Compensating Salespeople管理销售队伍Supervising Salespeople指导销售人员 Directing Salespeople确定目标顾客和制定拜访规范Identify Customer Targets&Call Norms发展新目标顾客Develop Prospect Target有效利用推销时间Use Sales Time Efficiently年度拜访计划年度拜访计划Annual Call Plan时间任务分析时间任务分析Time-and-Duty Analysis销售队伍自动化系统销售队伍自动化系统Sales Force Automation激励销售人员Motivating Salespeople组织氛围Organizational Climate 销售定额Sales Quotas 积极刺激Positive Incentives 销售会议销售会议Sales Meetings 销售竞赛销售竞赛Sales Contests 荣誉和旅游荣誉和旅游Honors and Trips 奖品和奖金奖品和奖金Merchandise/CashCompanies Look For Ways to Increase the Amount of Time Salespeople Spend Selling.销售人员如何分配时间How Salespeople Spend Their Time对销售人员的评估Evaluating SalespeopleManagement（管理部门）gets information about its salespeople in several ways:Sales reports,call reports,expense reports,andPersonal observations,customer surveys（检查）,etc.Formal evaluation of performance can be done qualitatively（定性的）or quantitatively（定量的）.Evaluation methods of performance include:Comparing salespeoples performance to others,Comparing current（当前的）sales with past sales.公共关系Public Relations公共关系：某一社会组织为正确处理、改善与社会公众的关系，促进社会公众对组织的认识、理解和支持，达到树立良好社会形象、促进商品销售目标的一系列促销活动。P.262Public Relations Involves Building Good Relations With the Companys Various Publics by Obtaining Favorable Publicity,Building Up a Good Corporate Image,and Handling or Heading Off Unfavorable Rumors,Stories,and Events.即通过获得有利的公众传播而与公司的不同客户建立良好的关即通过获得有利的公众传播而与公司的不同客户建立良好的关系，建立良好的系，建立良好的“公司形象公司形象”，对付或消除不利的谣言、传闻，对付或消除不利的谣言、传闻或事件。或事件。Public Relations is a broad set of planned communication about the company,including publicity releases,designed to promote goodwill and a favorable image.SpecialEventsWritten MaterialsCorporate Identity MaterialsSpeechesNewsAudiovisualMaterialsPublic ServiceActivitiesWeb Site主要的公共关系工具Major Public Relations T