商务英语综合教程课件杜凤秋 ISBN9787810788113 PPT marketingchap.18 promotional mix.ppt

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1、PromotionalMixPromotionalMixPromotionisallaboutcompaniescommunicatingwithcustomers.Abusiness’totalmarketingcommunicationsprogrammeiscalledthe"promotionalmix"andconsistsofablendofadvertising,personalselling,salespromotionandpublicrelationstools.PromotionalMix促销策略组合personalselling人员推销advertisin

2、g广告宣传salespromotion营业推广publicrelations公共宣传AdvertisingPersonalSellingSalesPromotionPublicityAnypaidformofnon-personalcommunicationofideasorproductsinthe"primemedia.Oralcommunicationwithpotentialbuyersofaproductwiththeintentionofmakingasale.Providingincentivestocustomersortothedistributionchann

3、eltostimulatedemandforaproduct.Thecommunicationofaproduct,brandorbusinessbyplacinginformationaboutitinthemediawithoutpayingforthetimeormediaspacedirectly.PromotionalMixPersonalSelling“Push”and“Pull”strategiesPublicRelationsSalesPromotionAdvertisingPromotionthroughPLCPersonalSellingPersonalsel

4、lingcanbedefinedasfollows:Personalsellingispersonalpresentationbythefirm’ssalesforceforthepurposeofmakingsalesandbuildingcustomerrelationships.Thepersonalsellingmayfocusinitiallyondevelopingarelationshipwiththepotentialbuyer,butwillalwaysultimatelyendwithanattemptto"closethesale“.Personalsell

5、ingisoneoftheoldestformsofpromotion.Itinvolvestheuseofasalesforcetosupporta“push”strategy(encouragingintermediariestobuytheproduct)ora“pull”strategy(wheretheroleofthesalesforcemaybelimitedtosupportingretailersandprovidingafter-salesservice).“push”and“pull”strategiesA‘push’promotionalstrategym

6、akesuseofacompany'ssalesforceandtradepromotionactivitiestocreateconsumerdemandforaproduct.Theproducerpromotestheproducttowholesalers,thewholesalerspromoteittoretailers,andtheretailerspromoteittoconsumers.producerwholesalerretailerconsumer“push”and“pull”strategiesA‘pull’sellingstrategyisonetha

7、trequireshighspendingonadvertisingandconsumerpromotiontobuildupconsumerdemandforaproduct.Ifthestrategyissuccessful,consumerswillasktheirretailersfortheproduct,theretailerswillaskthewholesalers,andthewholesalerswillasktheproducers.producerwhol