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1、赠品促销赢在控制成本与损耗(Gifts,promotions,wins,controlcostsandlosses)Gifts,promotions,wins,controlcostsandlossesPremiums,lossesControlthecostandlossofgiftsdeterminestheutilizationrateandtheratioofinputandoutput,goodgiftsiftheutilizationrateortheinput-outputratioisnothighfortheenterprisei
2、snotonlythecostofwastewillleadtofailureanddelaythemarketingstrategyofmarkettiming.1,premiumcostsaretoohigh,resultinginpromotionalactivitiescannotbeimplementedManysmallandmedium-sizedenterprisesinthecalculationofthecostofgiftsisrelativelysimple,butthecostofproductspluspremiumco
3、sts,ifthereisstillsomeprofitspacethatisfeasible,infact,thehiddencostsofgiftsarenotclear.Giftsandproductshowtocombinetogether,howtopackage,transport,storageandotherissuesonhowtohavemorecosts,willwaituntiltheplanintorealitywhentheyfoundthepromotioncostismuchhigherthanapredefined
4、maximumlimit,tochangetheplanortobuygifts.Thisimprovementactivitiescannotasscheduled.Thereisachemicalcompanyasa"buyonegetone"developmentofgifts,giftsoflightcostaccountedfor20%oftheretailprice,sothecostisreservedforproductpromotionspendallthegifts,inordertocarryoutthepromotionac
5、tivitiesofDMstoresstillneedtopayfees,stackingfees,finallythewholeeventtheonlywaytobuytwogeteasecostpressures,improvethegifttobuytwogetonethresholdeffectisconsistentwiththeactivitiesandnotpreviouslyplanned.2,theutilizationofgiftsisnothigh,resultinginhighcostofproductsalesTheent
6、erpriseisnotinordertosellgiftsanddevelopgifts,buthopethatthroughthesaleofgiftstostimulatemoreproducts.Intheabsenceofappropriategiftscontrolsystem,thesalesstaffwillsendagiftthatifconsumersdonotbuy,thenIsendtwogifts,anyway,is"nomoney"(notownmoney),aslongastheguaranteeofsalesprom
7、otion(salesandtheirincomerelated).Butforbusinessgiftsitselfisakindofcost,ifasingleproducttakethegiftofgiftsmorethanthenumberofplanswillinevitablyleadtocostoverruns,sothecostofsalespromotionhasengulfedcorporateinterests.3,premiumcostsoutofcontrol,resultinginprofitmarginsoutofco
8、ntrolThecostofthegiftisaquestionthatmustbeconsidered.Withoutt