促销策略培训

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促销策略培训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

IntegratedMarketingCommunicationAdvertisingPublicrelationPersonalsellingSalespromotionDirectmarketing一致、清晰、吸引人的公司和产品形象AdvertisingPersonalSellingAnyPaidFormofNonpersonalPresentationbyanIdentifiedSponsor.SalesPromotionShort-termIncentivestoEncourageTrialorPurchase.PublicRelationsDirectMarketingDirectCommunicationsWithIndividualstoObtainanImmediateResponse.Protectand/orPromoteCompany’sImage/products.PersonalPresentations.TheMarketingCommunicationsMixSettingthePromotionMixAdvertisingPublic,Pervasive,Expressive,ImpersonalSalesPromotionCommunication,Incentive,InvitationPublicRelations&PublicityCredibility,Surprise,DramatizationPersonalSellingPersonalConfrontation,Cultivation,ResponseDirectMarketingNonpublic,Customized,Up-to-Date,InteractiveSENDEREncodingDecodingRECEIVERMediaMessageFeedbackResponseNoiseElementsintheCommunicationProcess知觉的选择性

PerceptionselectionSelectiveAttentionSelectiveDistortionSelectiveRetention促销预算

SettingtheTotalPromotionBudgetOneoftheHardestMarketingDecisionsFacingaCompanyisHowMuchtoSpendonPromotion.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.AffordableBasedonWhattheCompanyCanAffordObjective-and-Task

BasedonDeterminingObjectives&Tasks,ThenEstimatingCostsPercentageofSalesBasedonaCertainPercentageofCurrentorForecastedSalesCompetitive-ParityBasedontheCompetitor’sPromotionBudgetAdvertisingSpendingfor1999ProductLife-CycleStageTypeofProduct/MarketPushvs.PullStrategyBuyer/ReadinessStage促销组合的影响因素

FactorsinDevelopingPromotionMixStrategies产业用品消费品PublicrelationsPublicrelationsPersonalsellingAdvertisingSalespromotionSalespromotion产品/市场类

TypeofProduct/MarketAdvertisingPersonalsellingStrategythatCallsforSpendingALotonAdvertisingandConsumerPromotiontoBuildUp(Pull)ConsumerDemand.PullStrategyStrategySelectedDependson:TypeofProduct-Market&ProductLife-CycleStageStrategythatCallsforUsingtheSalesforceandTradePromotiontoPushtheProductThroughtheChannels.PushStrategy推或拉的策略

Pushvs.PullStrategyProducerProducerIntermediariesMarketingactivitiesEndusersMarketingactivitiesDemandIntermediariesDemandPushStrategyPullStrategyEndusersMarketingactivitiesDemand推或拉的策略

PushVersusPullStrategy消费者购买决策过程

ConsumerBuyingProcess确认需求Problemrecognition收集信息Informationsearch选择判断Evaluationofalternatives购买决策Purchasedecision购后评价Postpurchasebehavior认识理解信任成交导入期Introduction成长期Growth成熟期Maturity衰退期DeclinePLC分析

Profit&SalesLifeCycles總市場銷售額時間PHILIPKOTLERWhatisadvertising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

1.确定目标MissionCommunicationobjectivesSalesObjectives2.预算决策BudgetDecisions(Money)AffordableApproachPercentofsalesCompetitiveparityObjectiveandtask3.信息决策MessagedecisionsMessageStrategyMessageExecution5.评价目标MeasurementCommunicationImpactSalesImpact4.媒体决策MediadecisionsReach,Frequency,ImpactMajorMediaTypesSpecificMediaTypesMediaTimingTheFiveMsofAdvertising通知广告InformativeAdvertising说服广告PersuasiveAdvertising比较广告ComparisonAdvertising提醒广告ReminderAdvertisingPHILIPKOTLER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&GaryArmstrongWhytheincreaseinSalesPromotion?GrowingretailerpowerDecliningbrandloyaltyIncreasedpromotionalsensitivityBrandproliferationFragmentationofconsumermarketShort-termfocusIncreasedmanagerialaccountabilityCompetitionClutterConsumer-PromotionObjectivesConsumer-PromotionToolsPoint-of-PurchaseDisplays奖励商品Premiums一揽子定价PricePacks现金返还CashRefunds赠券Coupons免费样品Samples游戏Games抽奖Sweepstakes竞赛Contests常客回报PatronageRewards广告特制品AdvertisingSpecialtiesEnticeConsumerstoTryaNewProductLureCustomersAwayFromCompetitors’ProductsGetConsumersto“LoadUp’onaMatureProductHold&RewardLoyalCustomersConsumerRelationshipBuilding对消费者的营业推广

ConsumerPromotion“DealProneness,”

Liechtenstein,Burton,&Netemeyer,JournalofRetailing,Summer1997Examinationof“dealproneness”amongconsumersinasupermarketsettingSurveys&

GroceryReceiptsusedEighttypesofdeals:Cent-off,One-free,Gift,Display,Rebate,Contest,Sale,&Coupon“DealProneness,”

Liechtenstein,Burton,&NetemeyerClusteranalysisyieldedtwointerpretableresults:49%are“dealprone,”51%not24%High“Dealprone,”50%intermediate,26%dealinsensitive“Deal-proneness”ageneralizedconstruct-(crossestypeofpromotion)Younger&LesseducatedmorelikelytobedealproneTrade-PromotionObjectivesTrade-PromotionTools特殊的广告条目SpecialtyAdvertisingItems竞赛Contests免费商品FreeGoodsBuy-BackGuarantees折让Allowances削价Price-Offs推广现金PushMoney折扣Discounts陈列Displays奖励商品PremiumsPersuadeRetailersorWholesalerstoCarryaBrandGiveaBrandShelfSpacePromoteaBrandinAdvertisingPushaBrandtoConsumers贸易促销手段

TradePromotionsBusiness-PromotionObjectivesBusiness-PromotionToolsGenerateBusinessLeadsStimulatePurchasesRewardCustomersMotivateSalespeople大会Conventions商业展览TradeShows销售竞赛SalesContests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Territorial

ExclusiveTerritorytoSelltheCompany’sFullProductLine复合结构Complex

FormsAreaCombinationofAnyTypesofSalesForceStructures

销售队伍规模

SalesForceSizeSalespeopleareoneofacompany’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SalesAssistantsTeamSellingMostcompaniesarenowusingteamsellingtoservicelarge,complexaccounts.Findsproblems,solutions,andsalesopportunities.Problems:canoverwhelmcustomers,difficultiesworkingwithteams,evaluationofsalesperformance.优秀推销员的品质

SomeTraitsofGoodSalespeopleSomeTraitsofGoodSalespeople热情的Enthusiasm坚持Persistence忠于工作JobCommitment自信Self-Confidence主动精神InitiativeCollegeStudents招募推销员的建议

RecommendationsforRecruitingSalespeopleClassifiedAdsEmploymentAgenciesCurrentSalespeople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

TrainingSalespeopleTheAverageSalesTrainingProgramlastsforFourMonthsandHastheFollowingGoals: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固定金额FixedAmount

UsuallyaSalary可变金额VariableAmountUsuallyCommissionsOrBonusesToAttractSalespeople,aCompanyMustHaveanAttractivePlanMadeUpofSeveralElements消费补助ExpenseAllowanceForJobRelatedExpenses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/CashCompaniesLookForWaystoIncreasetheAmountofTimeSalespeopleSpendSelling.销售人员如何分配时间

HowSalespeopleSpendTheirTime对销售人员的评估

EvaluatingSalespeopleManagement（管理部门