Promotion_Strategy_促销策略.ppt

促销策略 WhatIsPromotion 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 242Communicationbymarketersthatinforms persuades andremindspotentialbuyersofaproductinordertoinfluenceanopinionorelicitaresponse 告知功能Informativefunction说服功能Persuasivefunction影响功能Influencefunction 整合营销 促销组合IntegratedMarketingCommunication Advertising Publicrelation Personalselling Salespromotion Directmarketing 一致 清晰 吸引人的公司和产品形象 Advertising PersonalSelling TheMarketingCommunicationsMix SettingthePromotionMix SENDER Noise ElementsintheCommunicationProcess 知觉的选择性Perceptionselection SelectiveAttention SelectiveDistortion SelectiveRetention 促销预算SettingtheTotalPromotionBudget OneoftheHardestMarketingDecisionsFacingaCompanyisHowMuchtoSpendonPromotion Factorstobeconsideredwhensettingtheadvertisingbudget 产品生命周期阶段Stageintheproductlifecycle 市场份额Marketshare 竞争和杂乱Competitionandclutter 产品差异化Productdifferentiation AffordableBasedonWhattheCompanyCanAfford Objective and TaskBasedonDeterminingObjectives Tasks ThenEstimatingCosts PercentageofSalesBasedonaCertainPercentageofCurrentorForecastedSales Competitive ParityBasedontheCompetitor sPromotionBudget AdvertisingSpendingfor1999 促销组合的影响因素FactorsinDevelopingPromotionMixStrategies 产业用品 消费品 Publicrelations Publicrelations Personalselling Advertising Salespromotion Salespromotion 产品 市场类TypeofProduct Market Advertising Personalselling StrategythatCallsforSpendingALotonAdvertisingandConsumerPromotiontoBuildUp Pull ConsumerDemand PullStrategy StrategythatCallsforUsingtheSalesforceandTradePromotiontoPushtheProductThroughtheChannels PushStrategy 推或拉的策略Pushvs PullStrategy 推或拉的策略PushVersusPullStrategy 消费者购买决策过程ConsumerBuyingProcess 确认需求Problemrecognition 认识理解信任成交 导入期Introduction 成长期Growth 成熟期Maturity 衰退期Decline PLC分析Profit SalesLifeCycles 時間 PHILIPKOTLER Whatisadvertising 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AdvertisingisAnyPaidFormofNonpersonalPresentationandPromotionofIdeas Goods orServicesbyanIdentifiedSponsor Advertisingiscenturiesold U S advertisersspendinexcessof 212billioneachyear worldwidespendingexceeds 414billion Advertisingisusedby Businessfirms Nonprofitorganizations Professionals andSocialagencies 广告的策划MajorAdvertisingDecisions TheFiveMsofAdvertising 通知广告InformativeAdvertising说服广告PersuasiveAdvertising比较广告ComparisonAdvertising提醒广告ReminderAdvertising PHILIPKOTLER 营业推广SalesPromotion 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 Amasscommunicationtechniquethatoffersshort termincentivestoencouragepurchaseorsalesofaproductorservice Offersreasonstobuynow PhilipKotler GaryArmstrong WhytheincreaseinSalesPromotion GrowingretailerpowerDecliningbrandloyaltyIncreasedpromotionalsensitivityBrandproliferationFragmentationofconsumermarketShort termfocusIncreasedmanagerialaccountabilityCompetitionClutter Consumer PromotionObjectives Consumer PromotionTools EnticeConsumerstoTryaNewProduct LureCustomersAwayFromCompetitors Products GetConsumersto LoadUp onaMatureProduct Hold RewardLoyalCustomers ConsumerRelationshipBuilding 对消费者的营业推广ConsumerPromotion DealProneness Liechtenstein Burton Netemeyer JournalofRetailing Summer1997 Examinationof dealproneness amongconsumersinasupermarketsettingSurveys GroceryReceiptsusedEighttypesofdeals Cent off One free Gift Display Rebate Contest Sale Coupon DealProneness Liechtenstein Burton Netemeyer Clusteranalysisyieldedtwointerpretableresults 49 are dealprone 51 not24 High Dealprone 50 intermediate 26 dealinsensitive Deal proneness ageneralizedconstruct crossestypeofpromotion Younger Lesseducatedmorelikelytobedealprone Trade PromotionObjectives Trade PromotionTools PersuadeRetailersorWholesalerstoCarryaBrand GiveaBrandShelfSpace PromoteaBrandinAdvertising PushaBrandtoConsumers 贸易促销手段TradePromotions Business PromotionObjectives Business PromotionTools GenerateBusinessLeads StimulatePurchases RewardCustomers MotivateSalespeople 商务促销工具Business to BusinessPromotion 人员推销Personalselling 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InvolvesTwo Way PersonalCommunicationBetweenSalespeopleandIndividualCustomersWhether facetoface bytelephone throughvideoconferencing orbyothermeans 人员推销的任务PersonalsellingTasks 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DesigningSalesForceStrategyandStructure 顾客结构CustomerSalesForceSellsOnlytoCertainCustomersorIndustries 产品结构ProductSalesForceSellsOnlyaPortionofTheCompany sProductsorLines 区域结构TerritorialExclusiveTerritorytoSelltheCompany sFullProductLine 复合结构ComplexFormsAreaCombinationofAnyTypesofSalesForceStructures 销售队伍规模SalesForceSize Salespeopleareoneofacompany smostproductive 最创效益 andexpensiveassets 昂贵的资产 Salesforceshavebeenshrinkinginsizebecauseof Advancesinsellingtechnology Recentmergermania Manycompaniesusesomeformofworkloadapproach 工作量计算法 tosetsalesforcesize Groupaccountsintodifferentsizeclasses Howmanypeopleareneededtocallonthem 内部销售人员InsideSalesForce 外部销售人员OutsideSalesForce 上门走访客户TraveltoCallonCustomers 主要的客户销售SellstoMajorAccounts 发现重大新客户FindsMajorNewProspects 电话联系并接待来访客户ConductBusinessFromTheirOfficesViaPhoneorBuyerVisits 技术支持人员TechnicalSupportPeople 电话 网络销售人员Tele MarketingOrInternet 其他销售队伍战略及结构问题OtherSalesForceStrategyandStructureIssues 销售支持人员SalesAssistants TeamSelling Mostcompaniesarenowusingteamsellingtoservicelarge complexaccounts Findsproblems solutions andsalesopportunities Problems canoverwhelmcustomers difficultiesworkingwithteams evaluationofsalesperformance 优秀推销员的品质SomeTraitsofGoodSalespeople SomeTraitsofGoodSalespeople 热情的Enthusiasm 坚持Persistence 忠于工作JobCommitment 自信Self Confidence 主动精神Initiative 招募推销员的建议RecommendationsforRecruitingSalespeople 招聘过程通常评价人员的内容包括SelectionProcessUsuallyEvaluatesaPerson s 其他特征OtherCharacteristics 个人品质PersonalityTraits 推销员的态度SalesAptitude 分析和组织能力AnalyticalandOrganizationalSkills 挑选推销员SelectingSalespeople 推销员的培训TrainingSalespeople TheAverageSalesTrainingProgramlastsforFourMonthsandHastheFollowingGoals 了解并明白公司各方面的情况HelpSalespeopleKnow IdentifyWiththeCompany 通晓本公司的产品LearnAbouttheProducts 深入了解顾客和竞争对手特点LearnAboutCompetitors andCustomers Characteristics 指导如何有效地推销展示LearnHowtoMakeEffectivePresentations 懂得实地推销的工作程序和责任UnderstandFieldProceduresandResponsibilities Fringe 额外的 BenefitsProvideJobSecurityandSatisfaction 销售代表的报酬CompensatingSalespeople 管理销售队伍SupervisingSalespeople 指导销售人员DirectingSalespeople确定目标顾客和制定拜访规范IdentifyCustomerTargets CallNorms发展新目标顾客DevelopProspectTarget有效利用推销时间UseSalesTimeEfficiently年度拜访计划AnnualCallPlan时间任务分析Time and DutyAnalysis销售队伍自动化系统SalesForceAutomation 激励销售人员MotivatingSalespeople组织氛围OrganizationalClimate销售定额SalesQuotas积极刺激PositiveIncentives销售会议SalesMeetings销售竞赛SalesContests荣誉和旅游HonorsandTrips奖品和奖金Merchandise Cash CompaniesLookForWaystoIncreasetheAmountofTimeSalespeopleSpendSelling 销售人员如何分配时间HowSalespeopleSpendTheirTime 对销售人员的评估EvaluatingSalespeople Management 管理部门 getsinformationaboutitssalespeopleinseveralways Salesreports callreports expensereports andPersonalob