12--促销决策

《12--促销决策》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、市场分析和预测MarketingAnalysis&Forecasting教师：黎文时间：2010.09电子邮件：wli@scut.edu.cn联系电话：13826288208Promotions促销ChangesinAdvertisingandPromotionSpending广告和促销开支的变化19811986199119941998AdvertisingConsumerPromotionTradePromotion43%233434%264025%254026%254922%2058SimplifiedChannelandPromoti

2、onStructure简化的渠道和促销结构图Manufacturer1ChannelA(RetailerA)TradepromotionRetailpromotionCustomerManufacturer2ChannelB(RetailerB)CustomerpromotionCustomerPromotionObjectives顾客促销的目标ObjectiveTypicalProgrammingI.Long-run(relationshipbuilding)A.Awarenessenhancement（提升知名度）B.Imageenhan

3、cement（提升形象）II.Short-run(transactional)A.Currentcustomers（现有顾客）1.Buymore2.Bemoreloyal3.BuynowB.Occasionalcustomer(dealprone;brandswitchers)（偶尔购买的顾客）CapturenextpurchaseC.Noncustomers（非顾客）TrialSweepstakes,contests,tie-ins（抽奖、竞赛、搭售）Sponsorships（赞助）Volumediscounts/special“value

4、”packages（数量折扣/特惠装）“Inpak”coupons,premiums,frequentbuyerprograms（捆绑优惠券、赠品以及长期顾客优惠计划）Rebates,coupons（折扣、优惠券）Coupons,displays,rebates（优惠券、陈列、折扣）Trialsizes,sampling（试用装、样品）TradePromotionObjectives交易性促销ObjectiveTypicalProgrammingTransactional:increasestockinglevels（交易型：提高存货水平）

5、Transactional:increasesalesefforts（交易型：增加销售投入）Relationshipbuilding（建立关系）Volumeallowances（数量补贴）Financingterms（融资优惠）Discount/pricecuts（折扣/降价）Slottingallowances（货架补贴）Advertisingallowances（广告补贴）Displayallowances（阵列补贴）Premiums（赠品）Contests（竞赛）Salesforceincentives(notalldealersal

6、lowthis)（销售人员激励，不是所有经销商都允许）Freegoods（免费产品）FactorsAffectingtheAdvertisingandPromotionBudget影响广告和促销预算的因素Theproductisrelativelystandardized(asopposedtowhentheproductisproducedorsuppliedtoorder).（相对标准化产品，与面向订单生产和供应产品的比较）Therearemanyendusers.（很多最终用户）Thetypicalpurchaseamountissma

7、ll.（典型的购买量很小）Salesaremadethroughchannelintermediariesratherthandirectlytoendusers.（销售是通过渠道中间商来完成而不是面向最终用户）Theproductispremiumpriced.（产品是高溢质定价）Theproducthasahighcontributionmargin.（产品有很好的边际利润）Theproductorservicehasasmallmarketshare.（产品或服务拥有一个很小的市场份额）FinalCustomerPromotions最终

8、顾客促销Product-BasedPromotionsAdditionalvolume/bonuspackSamplesCentrallocationDirect(