第11章_國(guó)際市場(chǎng)促銷(xiāo)策略

1、Chapter Nine Promotion Strategy1第十一章 國(guó)際市場(chǎng)促銷(xiāo)策略Chapter 11 Promotion StrategyChapter Nine Promotion Strategy2內(nèi)容提要w 促銷(xiāo)的定義、目標(biāo)和任務(wù)w 促銷(xiāo)組合元素w 影響促銷(xiāo)組合的因素w 國(guó)際市場(chǎng)促銷(xiāo)Chapter Nine Promotion Strategy3Learning Objective 1Chapter Nine Promotion Strategy4促銷(xiāo) Promotion1營(yíng)銷(xiāo)人員對(duì)潛在消費(fèi)者進(jìn)行的告知、勸說(shuō)、和提醒等活動(dòng)，意在施加某種觀點(diǎn)或引發(fā)回應(yīng)Communication

2、by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a responseChapter Nine Promotion Strategy5整合營(yíng)銷(xiāo)溝通Integrated Marketing Communications仔細(xì)協(xié)調(diào)一切促銷(xiāo)活動(dòng)，從而產(chǎn)生以消費(fèi)者為目標(biāo)導(dǎo)向的聯(lián)合一致的信息A method of carefully coordinating all promotional activities

3、to produce a consistent, unified message that is customer focused1Chapter Nine Promotion Strategy6促銷(xiāo)改變需求曲線的位置和形狀非價(jià)格競(jìng)爭(zhēng)促銷(xiāo)的目標(biāo)需求無(wú)促銷(xiāo)的目標(biāo)需求促銷(xiāo)的目標(biāo)需求無(wú)促銷(xiāo)的目標(biāo)需求1Chapter Nine Promotion Strategy7促銷(xiāo)的目標(biāo)與任務(wù)Goals and Tasks of Promotion告知告知Informing提醒提醒Reminding勸說(shuō)勸說(shuō)Persuading目標(biāo)受眾目標(biāo)受眾TargetAudience1Chapter Nine Promotio

4、n Strategy8告知目標(biāo)告知目標(biāo) Informative Objective 提高認(rèn)知度提高認(rèn)知度 Increase awareness 說(shuō)明產(chǎn)品工作原理說(shuō)明產(chǎn)品工作原理 Explain how product works 建議新用途建議新用途 Suggest new uses 建立公司形象建立公司形象 Build company image促銷(xiāo)的目標(biāo)與任務(wù)：告知Goals and Tasks of Promotion告知&：產(chǎn)品(公司)的存在、功能、好處、用途、如何獲得(when、where)、價(jià)格1Chapter Nine Promotion Strategy9促銷(xiāo)的目標(biāo)與任務(wù)：勸說(shuō)

5、Goals and Tasks of Promotion“不要讓孩子輸在起跑線上”勸說(shuō)目標(biāo)勸說(shuō)目標(biāo) Persuasion Objective 鼓勵(lì)品牌轉(zhuǎn)換鼓勵(lì)品牌轉(zhuǎn)換 Encourage brand switching 改變顧客對(duì)產(chǎn)品性質(zhì)的認(rèn)知改變顧客對(duì)產(chǎn)品性質(zhì)的認(rèn)知 Change customers perception of product attributes 影響購(gòu)買(mǎi)決策影響購(gòu)買(mǎi)決策 Influence buying decision 勸說(shuō)顧客來(lái)訪勸說(shuō)顧客來(lái)訪 Persuade customers to call1Chapter Nine Promotion Strategy10提醒目

6、標(biāo)提醒目標(biāo) Reminder Objective 提醒顧客可能需要該產(chǎn)品提醒顧客可能需要該產(chǎn)品 Remind customers that product may be needed 提醒顧客哪里可以購(gòu)買(mǎi)產(chǎn)品提醒顧客哪里可以購(gòu)買(mǎi)產(chǎn)品 Remind customers where to buy product 維持顧客認(rèn)知度維持顧客認(rèn)知度 Maintain customer awareness促銷(xiāo)的目標(biāo)與任務(wù)：提醒Goals and Tasks of Promotion1很多促銷(xiāo)都是用來(lái)與競(jìng)爭(zhēng)者的營(yíng)銷(xiāo)努力相抵Chapter Nine Promotion Strategy11促銷(xiāo)的目標(biāo)任務(wù)與不同的

7、產(chǎn)品生命周期階段(PLC Stages)告知告知Informing提醒提醒Reminding勸說(shuō)勸說(shuō)Persuading目標(biāo)受眾目標(biāo)受眾Target Audience:導(dǎo)入期導(dǎo)入期 Introduction成長(zhǎng)早期成長(zhǎng)早期 Early Growth成長(zhǎng)期成長(zhǎng)期 Growth 成熟期成熟期 Maturity成熟期成熟期 Maturity1Chapter Nine Promotion Strategy12Learning Objective 2Chapter Nine Promotion Strategy13促銷(xiāo)組合 Promotional Mix為到達(dá)目標(biāo)市場(chǎng)和實(shí)現(xiàn)組織目標(biāo)而將各種促銷(xiāo)手段加以組

8、合運(yùn)用Combination of promotion tools used to reach the target market and fulfill the organizations overall goals.2Chapter Nine Promotion Strategy14促銷(xiāo)組合元素Elements of the promotional mix廣告廣告AdvertisingElementsof thePromotionalMix公共關(guān)系公共關(guān)系Public Relations銷(xiāo)售促進(jìn)銷(xiāo)售促進(jìn)Sales Promotion人員推銷(xiāo)人員推銷(xiāo)Personal Selling2Chap

9、ter Nine Promotion Strategy15廣告 Advertising關(guān)于某個(gè)產(chǎn)品或組織的有償?shù)摹⒎侨藛T的、單向的大眾傳播Impersonal, one-way mass communication about a product or organization that is paid for by a marketer2Chapter Nine Promotion Strategy16廣告媒體 Advertising Media傳統(tǒng)傳統(tǒng) Traditional Advertising Media電子電子 ElectronicAdvertising Mediau 電視電視 T

10、V u 廣播廣播 Radiou 報(bào)紙報(bào)紙 Newspapersu 雜志雜志 Magazinesu 書(shū)刊書(shū)刊 Booksu 直郵直郵 Direct mailu 廣告牌廣告牌 Billboardsu 宣傳單頁(yè)宣傳單頁(yè) Transit cardsu 互聯(lián)網(wǎng)互聯(lián)網(wǎng) Internetu 傳真機(jī)傳真機(jī) Fax machinesu 手機(jī)手機(jī) Cellphone2Chapter Nine Promotion Strategy17廣告的優(yōu)點(diǎn) w抵達(dá)面廣 Ability to reach large number of peoplew單次聯(lián)系相對(duì)成本低 Cost per contact is loww能針對(duì)微細(xì)分

11、市場(chǎng) Can be micro-targetedw對(duì)最后信息能?chē)?yán)格控制2Chapter Nine Promotion Strategy18廣告的缺點(diǎn) w總成本高 Total cost is highw效果難以衡量不能即刻回應(yīng)2我知道我們花在廣告上的費(fèi)用有一半是浪費(fèi)的，但問(wèn)題是哪一半？Chapter Nine Promotion Strategy19廣告效果的衡量w銷(xiāo)售量w對(duì)廣告的感知度w對(duì)廣告的回憶程度w購(gòu)買(mǎi)判斷與意向w盈利性w廣告訂貨或索樣附單的回復(fù)2“我喜歡這個(gè)廣告，但我會(huì)不會(huì)買(mǎi)這個(gè)產(chǎn)品呢？” “不能把產(chǎn)品賣(mài)出去的廣告，毫無(wú)創(chuàng)意可言?！贝笮l(wèi).奧格威David OgilvyChapter N

12、ine Promotion Strategy20公共關(guān)系 Public Relations公司與大眾（publics包括顧客、供應(yīng)商、股東、雇員、政府、一般公眾）之間的溝通與關(guān)系，目的在于獲得高知名度、建立良好企業(yè)形象、對(duì)事故或謠傳做善后處理等2與廣告和個(gè)人推銷(xiāo)的不同：PR屬于間接促銷(xiāo)，不包含特別的推銷(xiāo)信息Chapter Nine Promotion Strategy21公關(guān)的形式w 新聞信 News letter大眾、雇員w 年報(bào) Annual report股東w 游說(shuō) Lobbying政府w 贊助慈善公益事業(yè)和藝術(shù)體育活動(dòng) Support of charitable or civic ev

13、ents大眾w 公關(guān)宣傳 Publicity大眾2互聯(lián)網(wǎng)的出現(xiàn)讓公關(guān)溝通有了新形式電子公關(guān)(主頁(yè)、論壇、郵件列表等)Chapter Nine Promotion Strategy22 公關(guān)宣傳 Publicity2以新聞面目出現(xiàn)在大眾傳媒上的關(guān)于某個(gè)公司、產(chǎn)品或服務(wù)的公開(kāi)信息 Public information about a company, good, or service appearing in the mass media as a news itempublicity與廣告的區(qū)分在于其不付費(fèi)，可信度高，但對(duì)宣傳內(nèi)容控制少或無(wú)法控制 。公司應(yīng)多制造正面宣傳，避免負(fù)面報(bào)道Chapte

14、r Nine Promotion Strategy23 危機(jī)公關(guān) Crisis PR w 光明乳業(yè)回奶、早產(chǎn)奶w 雀巢奶粉碘超標(biāo)w 高露潔牙膏含三氯生w 肯德基遭遇蘇丹紅、禽流感w 強(qiáng)生護(hù)膚品疑含石蠟油w 2如何逢兇化吉：認(rèn)真負(fù)責(zé)、有效溝通Chapter Nine Promotion Strategy24公關(guān)的優(yōu)缺點(diǎn)w創(chuàng)造對(duì)產(chǎn)品（組織）的正面態(tài)度w增強(qiáng)產(chǎn)品（公司）的信譽(yù)w無(wú)法準(zhǔn)確衡量效果2Chapter Nine Promotion Strategy25銷(xiāo)售促進(jìn) Sales Promotion2指人員推銷(xiāo)、廣告和公關(guān)之外的營(yíng)銷(xiāo)活動(dòng)，旨在刺激顧客購(gòu)買(mǎi)和提高經(jīng)銷(xiāo)商銷(xiāo)售效率Marketing act

15、ivities other than personal selling, advertising, and public relations-that stimulate consumer buying and dealer effectivenessChapter Nine Promotion Strategy26銷(xiāo)售促進(jìn)的目標(biāo)對(duì)象最終消費(fèi)者最終消費(fèi)者End Consumers市場(chǎng)中介市場(chǎng)中介-經(jīng)銷(xiāo)商經(jīng)銷(xiāo)商Trade Customers公司雇員公司雇員Company Employees 2Chapter Nine Promotion Strategy27目標(biāo)為消費(fèi)者的銷(xiāo)售促進(jìn) Consume

16、r-oriented Sales Promotion 免費(fèi)樣品免費(fèi)樣品 Free samples優(yōu)惠券優(yōu)惠券 Coupons競(jìng)賽競(jìng)賽 Contests抽獎(jiǎng)抽獎(jiǎng) Sweepstakes廣告特制品廣告特制品Specialty advertising優(yōu)惠包裝優(yōu)惠包裝 Bonus packs2Chapter Nine Promotion Strategy28目標(biāo)為市場(chǎng)中介的銷(xiāo)售促進(jìn) Trade-oriented Sales Promotion 購(gòu)買(mǎi)折扣購(gòu)買(mǎi)折扣 Buying Allowances促銷(xiāo)補(bǔ)貼促銷(xiāo)補(bǔ)貼Promotional Allowance度假獎(jiǎng)勵(lì)度假獎(jiǎng)勵(lì) Vacation Giveawa

17、ys經(jīng)銷(xiāo)商競(jìng)賽經(jīng)銷(xiāo)商競(jìng)賽 Dealer Contests培訓(xùn)培訓(xùn) Training商業(yè)展覽商業(yè)展覽 Trade Shows2Chapter Nine Promotion Strategy29銷(xiāo)售促進(jìn)的優(yōu)缺點(diǎn)w產(chǎn)生即時(shí)顧客回應(yīng)w容易衡量效果w增加短期銷(xiāo)量w引起品牌注意w難以和其它競(jìng)爭(zhēng)者區(qū)分，易被模仿、報(bào)復(fù)2Chapter Nine Promotion Strategy30銷(xiāo)售促進(jìn)的宜與忌w 促銷(xiāo)能讓消費(fèi)者和經(jīng)銷(xiāo)商對(duì)產(chǎn)品產(chǎn)生興趣鼓勵(lì)試用增加使用/購(gòu)買(mǎi)頻率強(qiáng)化廣告效果w 促銷(xiāo)不能改變劣質(zhì)產(chǎn)品形象彌補(bǔ)產(chǎn)品缺陷2Chapter Nine Promotion Strategy31人員推銷(xiāo) Personal

18、 Selling2以達(dá)成一筆交易為目標(biāo)的向一個(gè)或多個(gè)潛在購(gòu)買(mǎi)者的有計(jì)劃的演示Planned presentation toone or more prospective buyers for the purpose of making a sale所有促銷(xiāo)形式的鼻祖從面對(duì)面、電話(huà)到視頻會(huì)議Chapter Nine Promotion Strategy32人員推銷(xiāo) Personal Selling傳統(tǒng)推銷(xiāo)傳統(tǒng)推銷(xiāo)Traditional Selling關(guān)系推銷(xiāo)關(guān)系推銷(xiāo)Relationship Selling2雙方目標(biāo)利益各異，賣(mài)方說(shuō)服買(mǎi)方接受某種觀點(diǎn)(性能優(yōu)于競(jìng)爭(zhēng)者)或采取某種行動(dòng)(立即購(gòu)買(mǎi))強(qiáng)調(diào)

19、雙贏雙方長(zhǎng)期互利，賣(mài)方不在意快速成交或銷(xiāo)量短期增加，而是力圖創(chuàng)造顧客參與和忠誠(chéng)的持久同盟Chapter Nine Promotion Strategy33人員推銷(xiāo)的優(yōu)缺點(diǎn)w容易衡量效果w產(chǎn)生即刻回應(yīng)w對(duì)顧客量身定制信息w受銷(xiāo)售人員能力差異的影響w單次接觸成本高2Chapter Nine Promotion Strategy34AIDA概念 The AIDA Concept按照消費(fèi)者對(duì)信息的參與階段，來(lái)描述促銷(xiāo)目標(biāo)實(shí)現(xiàn)過(guò)程的模型Model that outlines the process for achieving promotional goals in terms of stages of

20、 consumer involvement with the message.2Chapter Nine Promotion Strategy35AIDA概念2Chapter Nine Promotion Strategy36AIDA和促銷(xiāo)組合元素非常有效非常有效Veryeffective非常有效非常有效Veryeffective某種程度有效某種程度有效Somewhateffective無(wú)效無(wú)效 NoteffectiveVeryeffectiveVeryeffectiveVeryeffectiveNoteffectiveSomewhateffectiveSomewhateffectiveVer

21、yeffectiveVeryeffectiveSomewhateffectiveVeryeffectiveVeryeffectiveSomewhateffective2Chapter Nine Promotion Strategy37Learning Objective 3Chapter Nine Promotion Strategy38影響促銷(xiāo)組合的因素Factors Affecting the Promotional MixNature of ProductStage in PLCTarget Market FactorsType of Buying DecisionPromotion F

22、undsPush or Pull Strategy3Chapter Nine Promotion Strategy39產(chǎn)品性質(zhì) Nature of the Productw 顧客量身定制的產(chǎn)品 vs. 標(biāo)準(zhǔn)化產(chǎn)品w 要求服務(wù)多的產(chǎn)品 vs. 要求服務(wù)少的產(chǎn)品w 單價(jià)高產(chǎn)品 vs. 單價(jià)低的產(chǎn)品w 商業(yè)品 vs. 消費(fèi)品一些產(chǎn)品，如大部分商業(yè)品不宜采用大眾促銷(xiāo)手段。相比廣告，它們更多依靠人員推銷(xiāo)3Chapter Nine Promotion Strategy40產(chǎn)品生命周期與促銷(xiāo)組合Product Life Cycle and the Promotional Mix輕度廣告輕度廣告導(dǎo)入前期公導(dǎo)入

23、前期公關(guān)宣傳關(guān)宣傳(pre-introductionPublicity)重度廣告、重度廣告、公關(guān)告知，提公關(guān)告知，提高認(rèn)知度高認(rèn)知度(awareness); 銷(xiāo)售促進(jìn)鼓勵(lì)銷(xiāo)售促進(jìn)鼓勵(lì)試用試用重度廣告、重度廣告、公關(guān)勸說(shuō)；公關(guān)勸說(shuō)；建立品牌忠建立品牌忠誠(chéng)；銷(xiāo)售促誠(chéng)；銷(xiāo)售促進(jìn)減少；人進(jìn)減少；人員推銷(xiāo)開(kāi)拓員推銷(xiāo)開(kāi)拓渠道渠道廣告減少，重廣告減少，重在提醒在提醒&勸說(shuō)勸說(shuō)；銷(xiāo)售促進(jìn)增；銷(xiāo)售促進(jìn)增加鞏固市場(chǎng)份加鞏固市場(chǎng)份額；人員推銷(xiāo)額；人員推銷(xiāo)維持渠道維持渠道廣告、公關(guān)廣告、公關(guān)大幅減少；大幅減少；低限度銷(xiāo)售低限度銷(xiāo)售促進(jìn)和人員促進(jìn)和人員推銷(xiāo)推銷(xiāo)3Chapter Nine Promotion Strate

24、gy41對(duì)于 FOR:w 分散的市場(chǎng) Widely scattered marketw 信息充分的買(mǎi)家 Informed buyersw 重復(fù)買(mǎi)家 Repeat buyers目標(biāo)市場(chǎng)特征Target Market Characteristics廣告廣告 Advertising銷(xiāo)售促進(jìn)銷(xiāo)售促進(jìn) Sales Promotion更少人員推銷(xiāo)更少人員推銷(xiāo)Less Personal Selling3Chapter Nine Promotion Strategy42購(gòu)買(mǎi)決策類(lèi)型Type of Buying Decision廣告廣告AdvertisingSales Promotion人員推銷(xiāo)人員推銷(xiāo) Per

25、sonal Selling廣告廣告 Advertising公關(guān)宣傳公關(guān)宣傳 PR Publicity3也可考慮能提供詳細(xì)信息的印刷廣告Chapter Nine Promotion Strategy43促銷(xiāo)預(yù)算 Available Funds選擇促銷(xiāo)組合需要權(quán)衡 Trade-offs with w 促銷(xiāo)總預(yù)算 funds availablew 目標(biāo)市場(chǎng)的人數(shù) Number of people in target marketw 要達(dá)到的溝通質(zhì)量 Quality of communication neededw 促銷(xiāo)組合元素的相對(duì)成本 Relative costsof promotional el

26、ements人員推銷(xiāo)、公關(guān)、免費(fèi)樣品等的單次接觸成本(cost per contact)通常較高3Chapter Nine Promotion Strategy44推和拉策略 Push and Pull Strategies3Chapter Nine Promotion Strategy45推和拉策略 Push and Pull Strategiesw 推策略瞄準(zhǔn)市場(chǎng)中介的策略：激勵(lì)渠道成員向最終用戶(hù)提供產(chǎn)品或服務(wù)更多依賴(lài)人員推銷(xiāo)、銷(xiāo)售促進(jìn)w 拉策略瞄準(zhǔn)最終用戶(hù)的策略：刺激最終用戶(hù)的需求，使其向分銷(xiāo)渠道施壓，要求其提供產(chǎn)品和服務(wù)依賴(lài)大量的廣告、銷(xiāo)售促進(jìn)兩個(gè)策略并不相互排斥，很少有公司只采用其中一種，更多時(shí)候是既推又拉。現(xiàn)代公司由于強(qiáng)調(diào)消費(fèi)者導(dǎo)向，促銷(xiāo)重心移向“拉”策略，意在消費(fèi)者心中建立品牌形象Chapter Nine Promotion Strategy46Learning