Promotion_Strategy_促銷策略

1、促銷策略促銷策略What Is Promotion?v促銷：促銷：企業(yè)通過人員或非人員推銷的方式，將產(chǎn)品企業(yè)通過人員或非人員推銷的方式，將產(chǎn)品或勞務(wù)的信息傳送給目標(biāo)顧客，從而引起興趣，促或勞務(wù)的信息傳送給目標(biāo)顧客，從而引起興趣，促進購買，實現(xiàn)企業(yè)產(chǎn)品銷售的一系列活動。進購買，實現(xiàn)企業(yè)產(chǎn)品銷售的一系列活動。P.242 Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a re

2、sponse. 告知功能 Informative function 說服功能 Persuasive function 影響功能 Influence function整合營銷整合營銷/促銷組合促銷組合Integrated Marketing CommunicationAdvertisingPublic relationPersonal sellingSales promotionDirect marketingAny Paid Form of Nonpersonal Presentation by an Identified Sponsor.Short-term Incentives to En

3、courage Trial or Purchase.Direct 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 PromotionCommunica

4、tion, Incentive, InvitationPublic Relations & PublicityCredibility, Surprise, DramatizationPersonal SellingPersonal Confrontation, Cultivation, ResponseDirect MarketingNonpublic, Customized, Up-to-Date, InteractiveSENDEREncodingDecodingRECEIVERMediaMessageFeedbackResponseNoiseElements in the Communi

5、cation Process知覺的選擇性知覺的選擇性Perception selectionSelective AttentionSelective DistortionSelective Retention促銷預(yù)算促銷預(yù)算 Setting the Total Promotion Budget One of the Hardest Marketing Decisions Facing a Company is How Much to Spend on Promotion. Factors to be considered when setting the advertising budget:

6、 產(chǎn)品生命周期階段產(chǎn)品生命周期階段 Stage in the product life cycle, 市場份額市場份額 Market share, 競爭和雜亂競爭和雜亂 Competition and clutter, 產(chǎn)品差異化產(chǎn)品差異化 Product differentiation.AffordableBased on What the Company Can AffordObjective-and-Task Based on Determining Objectives & Tasks, Then Estimating Costs Percentage of SalesBased on

7、 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促銷組合的影響因素促銷組合的影響因素Factors in Developing Promotion Mix Strategies產(chǎn)業(yè)用品產(chǎn)

8、業(yè)用品消費品消費品Public relationsPublic relationsPersonal sellingAdvertising Sales promotionSales promotion產(chǎn)品產(chǎn)品/ /市場類市場類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

9、on:Type of Product-Market &Product Life-Cycle StageStrategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels.推或拉的策略推或拉的策略Push vs. Pull StrategyProducerProducerIntermediariesMarketingactivitiesEnd usersMarketingactivitiesDemandIntermediariesDemandPush S

10、trategyPull StrategyEnd usersMarketing activitiesDemand推或拉的策略推或拉的策略Push Versus Pull Strategy消費者購買決策過程消費者購買決策過程Consumer Buying Process認(rèn)識認(rèn)識理解理解信任信任成交成交導(dǎo)入期導(dǎo)入期成長期成長期成熟期成熟期衰退期衰退期PLC 分析分析Profit & Sales Life Cycles總總市場市場銷售額銷售額時間時間What is advertisingv廣告廣告是對觀念、產(chǎn)品和服務(wù)而采取的任何有明確經(jīng)是對觀念、產(chǎn)品和服務(wù)而采取的任何有明確經(jīng)辦人的非人員的有償性推介和

11、促銷辦人的非人員的有償性推介和促銷 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: B

12、usiness firms, Nonprofit organizations, Professionals, and Social agencies. 廣告的策劃廣告的策劃Major Advertising Decisions 1.確定目標(biāo)確定目標(biāo)MissionCommunication objectivesSales Objectives2.預(yù)算決策預(yù)算決策Budget Decisions(Money)Affordable ApproachPercent of salesCompetitive parityObjective and task3.信息決策信息決策Message decisio

13、nsMessage Strategy Message Execution5.評價目標(biāo)評價目標(biāo)MeasurementCommunication ImpactSales Impact4.媒體決策媒體決策Media decisionsReach, Frequency, ImpactMajor Media TypesSpecific Media TypesMedia Timing 通知廣告通知廣告 Informative Advertising 說服廣告說服廣告 Persuasive Advertising 比較廣告比較廣告 Comparison Advertising 提醒廣告提醒廣告 Remind

14、er Advertising營業(yè)推廣營業(yè)推廣Sales Promotionv營業(yè)推廣/銷售促進：企業(yè)在某一段時期內(nèi)采用特殊的企業(yè)在某一段時期內(nèi)采用特殊的手段對消費者實行強烈的刺激，以促進企業(yè)銷售迅速增長手段對消費者實行強烈的刺激，以促進企業(yè)銷售迅速增長的一種策略。的一種策略。P252v一種短期的行動，目的是鼓勵購買的積極性，或宣一種短期的行動，目的是鼓勵購買的積極性，或宣傳一件產(chǎn)品、或提供一種服務(wù)。傳一件產(chǎn)品、或提供一種服務(wù)。 A mass communication technique that offers short-term incentives to encourage purcha

15、se or sales of a product or service. Offers reasons to buy now. Philip Kotler & Gary Armstrong Why the increase in Sales Promotion?vGrowing retailer powervDeclining brand loyaltyvIncreased promotional sensitivityvBrand proliferationvFragmentation of consumer marketvShort-term focusvIncreased manager

16、ial accountabilityvCompetitionvClutterConsumer-Promotion ObjectivesConsumer-Promotion ToolsPoint-of-PurchaseDisplays獎勵商品獎勵商品Premiums一攬子定價一攬子定價Price Packs現(xiàn)金返還現(xiàn)金返還Cash Refunds贈券贈券Coupons免費樣品免費樣品Samples游戲游戲Games抽獎抽獎Sweepstakes競賽競賽Contests?？突貓蟪？突貓驪atronage Rewards廣告特制品廣告特制品Advertising SpecialtiesEntice

17、Consumers to Try a New ProductLure Customers AwayFrom Competitors ProductsGet Consumers to “Load Upon a Mature ProductHold & Reward Loyal CustomersConsumer Relationship Building對消費者的營業(yè)推廣Consumer Promotion“Deal Proneness,”Liechtenstein, Burton, & Netemeyer, Journal of Retailing, Summer 1997v Examinat

18、ion of “deal proneness” among consumers in a supermarket settingv Surveys & Grocery Receipts usedv Eight types of deals: Cent-off, One-free, Gift, Display, Rebate, Contest, Sale, & Coupon“Deal Proneness,”Liechtenstein, Burton, & NetemeyerCluster analysis yielded two interpretable results:X 49% are “

19、deal prone,” 51% notX 24% High “Deal prone,” 50% intermediate, 26% deal insensitivev “Deal-proneness” a generalized construct - (crosses type of promotion)v Younger & Less educated more likely to be deal proneTrade-Promotion ObjectivesTrade-Promotion Tools特殊的廣告條目特殊的廣告條目Specialty AdvertisingItems競賽競賽

20、Contests免費商品免費商品Free GoodsBuy-BackGuarantees折讓折讓Allowances削價削價Price-Offs推廣現(xiàn)金推廣現(xiàn)金Push Money折扣折扣Discounts陳列陳列Displays獎勵商品獎勵商品PremiumsPersuade Retailers or Wholesalers to Carry a BrandGive a Brand Shelf SpacePromote a Brand in AdvertisingPush a Brand to Consumers貿(mào)易促銷手段貿(mào)易促銷手段Trade PromotionsBusiness-Pro

21、motion ObjectivesBusiness-Promotion ToolsGenerate Business LeadsStimulate PurchasesReward CustomersMotivate Salespeople大會大會Conventions商業(yè)展覽商業(yè)展覽Trade Shows銷售競賽銷售競賽Sales Contests商務(wù)促銷工具商務(wù)促銷工具Business-to-Business Promotion人員推銷人員推銷Personal sellingv推銷人員直接同目標(biāo)市場的消費者建立聯(lián)系，推銷人員直接同目標(biāo)市場的消費者建立聯(lián)系，介紹商品，促進商品銷售的活動介紹商品

22、，促進商品銷售的活動 Involves Two-Way, Personal Communication Between Salespeople and Individual Customers Whether: face to face, by telephone, through video conferencing, or by other means.人員推銷的任務(wù)人員推銷的任務(wù)Personal selling Tasksv尋找顧客尋找顧客v分配時間分配時間v信息傳播信息傳播v推銷產(chǎn)品推銷產(chǎn)品v提供服務(wù)提供服務(wù)v收集信息收集信息v分配產(chǎn)品分配產(chǎn)品推銷隊伍的結(jié)構(gòu)設(shè)計Designing Sa

23、les Force Strategy and Structure 顧客結(jié)構(gòu)顧客結(jié)構(gòu)CustomerSales Force Sells Only to CertainCustomers or Industries產(chǎn)品結(jié)構(gòu)產(chǎn)品結(jié)構(gòu)ProductSales Force Sells Only a Portion of The Companys Products or Lines區(qū)域結(jié)構(gòu)區(qū)域結(jié)構(gòu)Territorial Exclusive Territory to Sell the Companys Full Product Line復(fù)合結(jié)構(gòu)復(fù)合結(jié)構(gòu)Complex Forms Are a Combinat

24、ion of Any Types of Sales Force Structures 銷售隊伍規(guī)模銷售隊伍規(guī)模Sales Force SizevSalespeople are one of a companys most productive（最創(chuàng)效益） and expensive assets（昂貴的資產(chǎn)）.vSales forces have been shrinking in size because of: Advances in selling technology, Recent merger mania.vMany companies use some form of workl

25、oad approach（工作量計算法）to set sales force size: Group accounts into different size classes, How many people are needed to call on them.內(nèi)部銷售人員Inside Sales Force外部銷售人員Outside Sales Force上門走訪客戶Travel to Call on Customers主要的客戶銷售Sells to MajorAccounts發(fā)現(xiàn)重大新客戶Finds MajorNew Prospects電話聯(lián)系并接待來訪客戶Conduct Busines

26、s From Their Offices Via Phone or Buyer Visits技術(shù)支持人員TechnicalSupportPeople電話/網(wǎng)絡(luò)銷售人員Tele-MarketingOr Internet其他銷售隊伍戰(zhàn)略及結(jié)構(gòu)問題其他銷售隊伍戰(zhàn)略及結(jié)構(gòu)問題Other Sales Force Strategy and Structure Issues銷售支持人員SalesAssistantsTeam SellingvMost companies are now using team selling to service large, complex accounts.vFinds p

27、roblems, solutions, and sales opportunities.vProblems: can overwhelm customers, difficulties working with teams, evaluation of sales performance.優(yōu)秀推銷員的品質(zhì)優(yōu)秀推銷員的品質(zhì)Some Traits of Good SalespeopleSome Traits of Good Salespeople 熱情的熱情的Enthusiasm堅持堅持Persistence忠于工作忠于工作Job Commitment自信自信Self-Confidence主動精神

28、主動精神InitiativeCollege Students招募推銷員的建議招募推銷員的建議Recommendations for Recruiting Salespeople Classified AdsEmployment AgenciesCurrent Salespeople招聘過程通常評價人招聘過程通常評價人員的內(nèi)容包括員的內(nèi)容包括Selection Process Usually Evaluates a Persons其他特征其他特征Other Characteristics個人品質(zhì)個人品質(zhì)Personality Traits推銷員的態(tài)度推銷員的態(tài)度Sales Aptitude分析和

29、組織能力分析和組織能力Analytical and Organizational Skills挑選推銷員挑選推銷員Selecting Salespeople推銷員的培訓(xùn)推銷員的培訓(xùn)Training SalespeoplevThe 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況了解并明白公司各方面的情況Help Salespeople Know & Identify With the Company 通曉本公司的產(chǎn)品通曉本公司的產(chǎn)品Learn About

30、the Products深入了解顧客和競爭對手特點深入了解顧客和競爭對手特點Learn About Competitors and Customers Characteristics 指導(dǎo)如何有效地推銷展示指導(dǎo)如何有效地推銷展示Learn How to Make Effective Presentations懂得實地推銷的工作程序和責(zé)任懂得實地推銷的工作程序和責(zé)任Understand Field Procedures and Responsibilities固定金額固定金額Fixed Amount Usually a Salary可變金額可變金額Variable AmountUsuallyCo

31、mmissionsOr BonusesTo Attract Salespeople, a Company Must Have anAttractive Plan Made Up of Several Elements消費補助消費補助Expense AllowanceFor Job Related Expenses銷售代表的報酬銷售代表的報酬Compensating Salespeople管理銷售隊伍管理銷售隊伍Supervising Salespeople指導(dǎo)銷售人員指導(dǎo)銷售人員 Directing Salespeople確定目標(biāo)顧客和制定拜訪規(guī)范Identify Customer Targe

32、ts & Call Norms發(fā)展新目標(biāo)顧客Develop Prospect Target有效利用推銷時間Use Sales Time Efficiently年度拜訪計劃年度拜訪計劃Annual Call Plan時間任務(wù)分析時間任務(wù)分析Time-and-Duty Analysis銷售隊伍自動化系統(tǒng)銷售隊伍自動化系統(tǒng)Sales Force Automation激勵銷售人員激勵銷售人員Motivating Salespeople組織氛圍Organizational Climate 銷售定額Sales Quotas 積極刺激Positive Incentives 銷售會議銷售會議Sales Mee

33、tings 銷售競賽銷售競賽Sales Contests 榮譽和旅游榮譽和旅游Honors and Trips 獎品和獎金獎品和獎金Merchandise/ CashCompanies Look For Ways to Increase the Amount of Time Salespeople Spend Selling. 銷售人員如何分配時間銷售人員如何分配時間How Salespeople Spend Their Time對銷售人員的評估對銷售人員的評估Evaluating SalespeoplevManagement（管理部門）（管理部門） gets information abou