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1、沃尔玛的促销策略(WAL-MARTspromotionstrategy)WALT1ART'spromotionstrategyWeareincustomerservice,youmightthinkyouareinforyourbossormanager,butinfactheislikeyou,thereisabigbossinadditiontoourorganization,itisthecustomer,thecustomerissupreme・-WAL-MARTfounderSam?;Walton(salnuelMooreWalton)Inthesum
2、merof1996ishotforthepeopleofShenzhen,however,onTVandinthepressaturnsappearmoreletpeoplehotnews:globalretailgiantWAL-MARTPengchenglanding!Foratime,thewholeofShenzhenforasensation,peoplescramblingtogotoWAL-MART'stwofootholdinShenzhen-theeasternsuburbsofIlonghuandthewesternsuburbsofXian
3、gmiLake,aglimpseoftheworld，sretailKingselegantdemeanor・WithahimdredyearsoldSears(SearS),WAL-MART(walArt)canonlyberegardedasayoungman,onlythirtyyearsofhistory,however,inthisshortperiodof30years,WAL-MARTpainstakingefforts,fromthecountrysidetothecity,fromNorthAmericatotheworld,andeventu
4、allydevelopedintotheworld，slargestretailshop・In1996,WAL-MARTsoldmorethan$100billionintheworld,3timesasmuchasSears・RankedeleventhintheFortune500list,risingtoeighthplacein1997.WAL-MARTfounderSam;Walton;?(S?ElMoorewalton)was((Forbes''magazineasthefirstAmericanbillionaires,inrecognitiono
5、fitsoutstandingentrepreneurspirit,PresidentBushin1992wasawardedthePresidentialMedaloffreedom,thisisacitizenoftheUnitedStatesisthehighesthonor・MarketsegmentationWAL-MARTintheearlydays,inthefaceofpowerfulSears,Kmart(KArt)andotherretailgiants・Atthattime,theseretailoutletswereconcentrate
6、dinbigcities,andhadnointentionofenteringsmalltownsandvillages・Intheireyes,thesmalltownsdonothavetheconditionstosetupretailbusiness,theirprincipleisthatonlymorethan25000ofthecitycanconsidertheshop・ButSamthinks,smalltownhasgreatpotential,isthefoundationofretaildevelopmentinthefuture・Sa
7、madoptedthestrategyof''encirclingthecityfromthecountryside",andregardedthesmalltownsasthemarketsegmentsforhisdevelopmentofretailtrade・Samtookthestateasaunit,acounty,acountybuildingpoint,untilthestateisbasicallysaturated,andthenturntothenextstate・Fromthestatetotheregionandfromtheregio
8、ntothewholec
