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ID:32502016
大小:961.50 KB
页数:21页
时间:2019-02-09
《【7A文】台大推廣策略12.ppt》由会员上传分享,免费在线阅读,更多相关内容在工程资料-天天文库。
1、SalesPromotionSalesPromotionAnextraincentivetobuyAninducementtointermediariesTargetedtodifferentparties“Adirectinducementthatoffersanextravalueorincentivefortheproducttothesalesforce,distributors,ortheultimateconsumerwiththeprimaryobjectiveofcreatinganimmediatesale.”
2、IntentsofSalesPromotionToObtainShort-termincreaseinsalesby:MotivatingtrialuseEncouraginglargerpurchasesRepeatpurchasestobrandloyalcustomersBasicFormsofSalesPromotionConsumer-MarketSalesPromotionTradeMarketSalesPromotionBusiness-MarketSalesPromotionLong-TermAllocation
3、stoAdvertising,TradePromotionsandConsumerPromotions0%10%20%30%40%50%60%70%80%90%100%'86'87'88'89'90'91'92'93'94'95'96'97ConsumerPromotionsMediaAdvertisingTradePromotionsPercentoftotalpromotionaldollars,3-yearmovingaverage.ReasonsforIncreaseinSalesPromotionDemandforG
4、reaterAccountabilityShort-TermOrientationConsumerResponsetoPromotionsProliferationofBrandsIncreasedPowerofRetailersMediaClutterSalesPromotionVehiclesConsumer-OrientedSamplesCouponsPremiumsContests/sweepstakesRefunds/rebatesBonuspacksPrice-offsEventsponsorshipTrade-Or
5、ientedContests,dealerincentivesTradeallowancesPoint-of-purchasedisplaysTradingprogramsTradeshowsCooperativeadvertisingObjectivesforConsumer-orientedSalesPromotionStimulatetrialpurchaseStimulaterepeatpurchasesStimulatelargerpurchasesIntroduceanewbrandCombatordisruptco
6、mpetitors’strategiesContributetointegratedmarketingcommunicationsSampling:ProvideConsumerswithTrialOpportunityIn-storesamplingDoor-to-doorsamplingMailsamplingNewspapersamplingOn-packagesamplingMobilesamplingTrialoffersWhenShouldSamplingBeUsed?Thebrandisdemonstrablysu
7、periorProductconceptisdifficulttocommunicatebyadvertisingaloneBenefitscanbegaugedimmediatelyTheproductsareofrelativelylowunitvalueTheproductsaredivisibleThepurchasecycleisrelativelyshortOtherMagazinesIn/OnPackDirectMailNewspaperCoopNewspaperROPFreestandingCouponDistr
8、ibutionSalesPromotionTechniques,LikeCouponing,AreDesignedtoHaveaShort-TermEffectonSalesPrice-OffDeals–OffersConsumers¢or$offMerchan
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