市场营销促销 promotion

PROMOTIONPROMOTIONMIX1Whatispromotionmix2Basicpromotionways3PromotionmixstrategyWhatispromotionPromotionmeansaseriesofactionsimplementedbyacompanyinordertomotivateandcultivatebuys’interests,tointensifytheirbuyingdesires,tominepotentialdemands,andtocreatesalesvolume,bymeansoftransmittingmessagesrelatedproductsandchannelstotargetconsumers.Promotionmixisthespecificmixofadvertising,personalselling,salespromotion,publicrelations,anddirect-marketingtoolsacompanyusestopursueitsadvertisingandmarketingobjectives.DefinitionofpromotionmixElementsofthepromotionalmixAdvertisingElementsofthePromotionalMixPersonalSellingSalesPromotionPublicRelations(1)WhatisadvertisingAdvertisingisanypaidformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.1Advertising(2)ProcessofadvertisingⅠ.SettingadvertisingobjectivesⅡ.SettingtheadvertisingbudgetⅢ.DevelopingadvertisingstrategyA.CreatingtheadvertisingmessageB.SelectingadvertisingmediaC.Evaluatingadvertising1AdvertisingTOINFORM.TellingthemarketaboutanewproductDescribingavailableservicesSuggestingnewusesforaproductCorrectingfalseimpressionsInformingthemarketingofapricechangesExplaininghowtheproductworksReducingbuyer’sfearBuildingacompanyimageMission:Ordinaryadvertisingobjectives1AdvertisingBuildingbrandpreferencePersuadingbuyerstopurchasenowEncouragingswitchingtothebrandPersuadingbuyerstoreceiveasalescallChangingbuyer’sperceptionofproductattributesTopersuade.RemindingbuyersthattheproductmayKeepingitinbuyers’mindsduringbeneededinthenearfutureoff-seasonsRemindingbuyerswheretobuyitMaintainingitstop-of-mindawarenessToremind.1AdvertisingMission:OrdinaryadvertisingobjectivesAdvertisingMediaTraditionalAdvertisingMediaElectronicAdvertisingMediaTVRadioNewspapersMagazinesBooksDirectmailBillboardsTransitcardsInternetFaxmachinesCellphone……各类主要媒体的概貌媒体广告量(10亿)比例费用例子优点局限性报纸32.023.2%《芝加哥论坛报》，一页费用为45,900美元灵活，及时，本地市场覆盖面大，能广泛地被接受，可信性强保存性差，复制质量低，传阅者少电视30.622.2%芝加歌黄金时间30秒1,900美元综合视觉、听觉和动作，富有感染力，能引起高度注意，触及面广成本高，干扰多，瞬间即逝，观众选择性少直接邮寄27.319.8%40,000名兽医的名字和地址邮寄费为1,520美元接受者有选择性，灵活，在同一媒体内没有广告竞争，人情味较重相对来说成本较高，可能造成滥寄“三等邮件”的印象广播9.66.9%芝加哥上午、中午上下班时间内一分钟400美元大众化，地理和人口方面的选择性较强，成本低只有声音，不如电视那样引人注意，非化收费结构，展露瞬息即逝杂志7.45.3%《新闻周刊》一页四色版面126,755美元地理、人口可选性强，可信并有一定的权威性，复制率高，保存期长，传阅者多有些发行数是无用的，版面无保证户外广告1.10.8%芝加哥最佳广告张贴处每月收费25,500美元灵活，广告展露时间长，费用低，竞争少观众没有选择，缺乏创新其他30.121.8%   总计138.1100.0%   Evaluatingadvertisingeffectiveness●Communication-effectresearch.●Sales-effectresearchNotice:●Avoidingfalseordeceptiveadvertising.●Avoidingbait-and-switch(引诱与威逼)advertisingthatattractsbuyersunderfalsepretense.Measurement:Howshouldtheresultbeevaluated?Personalselling=Personalpresentationbythefirm’ssalesforceforthepurposeofmakingsalesandbuildingcustomerrelationships.Notice:☆Followingtherulesof“faircompetition”.☆Notofferbridestopurchasingagentsortootherswhocaninfluenceasale.2PersonalsellingTypesofpersonalselling(PS)●sellingbyconferencesandmeetings●sellingbyvisitingusersandconsumers2PersonalsellingTheimplementationprocessofPS●lookforwhowillbecomesbuyers●dogoodpreparationstoavisit●accesstobuyers●presentandcommunicate●overcometheimpedimentsandprecipitatethetradebetweenvendersandvendees●satisfyconsumerandtrackafterbargains2PersonalsellingBasicskillsofpersonalselling●whenasalesmansetsabouthiswork,hewillfacethechallengeshowtobuildtherelaxedandharmonyatmosphere,toovercometheimpediments,tovisitconsumeratrightplaceontime,toholdonbargainopportunity.Hemustbeinthecommandofexploratory,pertinence,inductivityskills.2PersonalsellingPersonalsellingmanagement●personnelselection●salesmantraining●salesmanorganization:regional,product-related,customarystructures●goodworkingmechanism●checkingworkperformance,achievementofencouragementandpunishmentmechanism2PersonalsellingWhatissalespromotion?Salespromotionconsistsofadiversecollectionofincentivetools,mostlyshorttermdesignedtostimulatequickerand/orgreaterpurchaseofparticularproducts/servicesbyconsumersorthetrade.DifferencebetweensalespromotionandadvertisingAdvertisingoffersareasontobuy.Salespromotionoffersanincentivetobuy.3SalespromotionSalespromotionobjectives●Toincreaseshort-termsalesortohelpbuildlong-termmarketsharebyattractingnewtrials,rewardingloyalcustomer,increasingthepurchaseratesofoccasionalusers●Gettingretailerstocarrynewitemsandmoreinventory,ortoadvertisetheproductandgiveitmoreshelfspace,ortobuyahead.3SalespromotionSalespromotionobjectives●Forretailers:☆Persuadingretailerstocarrynewitemsandhigherlevelsofinventory☆Encouragingoff-seasonbuying☆Encouragingstockingofrelateditems☆Off-settingcompetitivepromotions☆Buildingbrandloyaltyandgainingentryintonewretailoutlets.Salespromotionobjectives●Forconsumers:☆Encouragingpurchaseoflarge-sizeunits☆Buildingtrialamongnonusers☆Attractingswitchersawayfromcompetitors’brandSalespromotionobjectives●Forthesalesforce:☆Encouragingsupportofanewproductormodel☆Encouragingmoreprospecting☆Tostimulateoff-seasonsales●VariousshouldbeconsideredinSelectingthePromotiontools: Typeofmarket Sales-promotionobjectives Competitiveconditions Eachtool’scosteffectivenessSelectthePromotionToolsConsumer-orientedSalesPromotionFreesamplesDiscountcouponsContestsSweepstakesSpecialtyadvertisingBonuspacksPopularToolsForConsumerSalesPromotionTrade-orientedSalesPromotionBuyingAllowancesPromotionalAllowanceVacationGiveawaysDealerContestsTrainingTradeShowsPopularToolsForDealerSalesPromotion(1)Whatispublic? Anygroupthathasanactualorpotentialinterestinorimpactonacompany’sabilitytoachieveitsobjectives.(2)Whatispublicrelationship? Publicrelations=Buildinggoodrelationswiththecompany`svariouspublicsbyobtainingfavorablepublicity,buildingupagoodcorporateimage,andhandlingorheadingoffunfavorablerumors,stories,andevents.4PublicRelationship(3)Whyweneedthepublicrelationship? Theeffectofadsdeclined. Lowcost Thepublicbecomemoreandmorestrong.1buildupagoodpublicimagine2constructgoodcommercialenvironments(4)Thefunctionsofpublicrelationship（5）MainactivitiesofpublicrelationshipPressrelationsProductpublicityCorporatecommunicationLobbying（游说）Annualreport(年报)Supportofcharitableorcivicevents(赞助慈善公益事业和艺术体育活动)SelfhealEvent(夏枯草)1.In2009，consumerscomplainedthatwangLaojidamagetheirhealth.2.TheNationalCenterforDiseaseControlandPreventionsaidWangLaojicontainssomeingredientswhichisnotsafe解决Thesecondday,GuangdongFoodAssociationheldapressconferenceforWangLaojitoclarify.2.Thefourthday,theMinistryofHealthreportedthatinselfhealistrustworthyfood.PublicrelationshipTypeofBuyingDecisionAdvertisingSalesPromotionTypeofBuyingDecisionaffectsPromotionalMixChoiceComplexcommodity(car,house)Routinecommodity(Toothpaste)PersonalSellingNon-routinecommodity(cosmetics)AdvertisingPRPublicitybookletswithdetailedinformationPushandPullStrategiesManufacturerpromotestowholesalerWholesalerpromotestoretailerRetailerpromotestoconsumerConsumerbuysfromretailerPUSHSTRATEGYOrderstomanufacturerManufacturerpromotestoconsumerConsumerdemandsproductfromretailerRetailerdemandsproductfromwholesalerWholesalerdemandsproductfrommanufacturerOrderstomanufacturerPULLSTRATEGYProductLifeCycleandthePromotionalMix轻度广告导入前期公关宣传(pre-introductionPublicity)重度广告、公关告知，提高认知度(awareness);销售促进鼓励试用重度广告、公关劝说；建立品牌忠诚；销售促进减少；人员推销开拓渠道广告减少，重在提醒&劝说；销售促进增加巩固市场份额；人员推销维持渠道广告、公关大幅减少；低限度销售促进和人员推销ENDThankyou