Promotion Strategy 促销策略

促销策略WhatIsPromotion?促销：企业通过人员或非人员推销的方式，将产品或劳务的信息传送给目标顾客，从而引起兴趣，促进购买，实现企业产品销售的一系列活动。P.242Communicationbymarketersthatinforms,persuades,andremindspotentialbuyersofaproductinordertoinfluenceanopinionorelicitaresponse.•告知功能Informativefunction•说服功能Persuasivefunction•影响功能Influencefunction整合营销/促销组合IntegratedMarketingCommunicationAdvertisingPublicrelationPersonalsellingSalespromotionDirectmarketing一致、清晰、吸引人的公司和产品形象AdvertisingPersonalSellingAnyPaidFormofNonpersonalPresentationbyanIdentifiedSponsor.SalesPromotionShort-termIncentivestoEncourageTrialorPurchase.PublicRelationsDirectMarketingDirectCommunicationsWithIndividualstoObtainanImmediateResponse.Protectand/orPromoteCompany’sImage/products.PersonalPresentations.TheMarketingCommunicationsMixSettingthePromotionMixAdvertisingPublic,Pervasive,Expressive,ImpersonalSalesPromotionCommunication,Incentive,InvitationPublicRelations&PublicityCredibility,Surprise,DramatizationPersonalSellingPersonalConfrontation,Cultivation,ResponseDirectMarketingNonpublic,Customized,Up-to-Date,Interactive知觉的选择性PerceptionselectionSelectiveAttentionSelectiveDistortionSelectiveRetention促销预算SettingtheTotalPromotionBudgetOneoftheHardestMarketingDecisionsFacingaCompanyisHowMuchtoSpendonPromotion.Factorstobeconsideredwhensettingtheadvertisingbudget:•产品生命周期阶段Stageintheproductlifecycle,•市场份额Marketshare,•竞争和杂乱Competitionandclutter,•产品差异化Productdifferentiation.AffordableBasedonWhattheCompanyCanAffordObjective-and-TaskBasedonDeterminingObjectives&Tasks,ThenEstimatingCostsPercentageofSalesBasedonaCertainPercentageofCurrentorForecastedSalesCompetitive-ParityBasedontheCompetitor’sPromotionBudgetAdvertisingSpendingfor1999MagazineYellowPagesInternetRadioTelevisionOutdoorNewspaperProductLife-CycleStageTypeofProduct/MarketPushvs.PullStrategyBuyer/ReadinessStage促销组合的影响因素FactorsinDevelopingPromotionMixStrategies产业用品消费品PublicrelationsPublicrelationsPersonalsellingAdvertisingSalespromotionSalespromotion产品/市场类TypeofProduct/MarketAdvertisingPersonalsellingStrategythatCallsforSpendingALotonAdvertisingandConsumerPromotiontoBuildUp(Pull)ConsumerDemand.StrategySelectedDependson:TypeofProduct-Market&ProductLife-CycleStageStrategythatCallsforUsingtheSalesforceandTradePromotiontoPushtheProductThroughtheChannels.推或拉的策略Pushvs.PullStrategyProducerProducerIntermediariesMarketingactivitiesEndusersMarketingactivitiesDemandIntermediariesDemandPushStrategyPullStrategyEndusersMarketingactivitiesDemand推或拉的策略PushVersusPullStrategy消费者购买决策过程ConsumerBuyingProcess确认需求Problemrecognition收集信息Informationsearch选择判断Evaluationofalternatives购买决策Purchasedecision购后评价Postpurchasebehavior认识理解信任成交导入期Introduction成长期Growth成熟期Maturity衰退期DeclinePLC分析Profit&SalesLifeCycles總市場銷售額時間Whatisadvertising广告是对观念、产品和服务而采取的任何有明确经办人的非人员的有偿性推介和促销AdvertisingisAnyPaidFormofNonpersonalPresentationandPromotionofIdeas,Goods,orServicesbyanIdentifiedSponsor.•Advertisingiscenturiesold.•U.S.advertisersspendinexcessof$212billioneachyear;worldwidespendingexceeds$414billion.•Advertisingisusedby:–Businessfirms,–Nonprofitorganizations,–Professionals,and–Socialagencies.广告的策划MajorAdvertisingDecisions1.确定目标Mission–Communicationobjectives–SalesObjectives2.预算决策BudgetDecisions(Money)–AffordableApproach–Percentofsales–Competitiveparity–Objectiveandtask3.信息决策Messagedecisions–MessageStrategy–MessageExecution5.评价目标Measurement–CommunicationImpact–SalesImpact4.媒体决策Mediadecisions–Reach,Frequency,Impact–MajorMediaTypes–SpecificMediaTypes–MediaTimingTheFiveMsofAdvertising通知广告InformativeAdvertising说服广告PersuasiveAdvertising比较广告ComparisonAdvertising提醒广告ReminderAdvertising营业推广SalesPromotion营业推广/销售促进：企业在某一段时期内采用特殊的手段对消费者实行强烈的刺激，以促进企业销售迅速增长的一种策略。P252一种短期的行动，目的是鼓励购买的积极性，或宣传一件产品、或提供一种服务。Amasscommunicationtechniquethatoffersshort-termincentivestoencouragepurchaseorsalesofaproductorservice.•Offersreasonstobuynow.——PhilipKotler&GaryArmstrongWhytheincreaseinSalesPromotion?GrowingretailerpowerDecliningbrandloyaltyIncreasedpromotionalsensitivityBrandproliferationFragmentationofconsumermarketShort-termfocusIncreasedmanagerialaccountabilityCompetitionClutterConsumer-PromotionObjectivesConsumer-PromotionToolsPoint-of-PurchaseDisplays奖励商品Premiums一揽子定价PricePacks现金返还CashRefunds赠券Coupons免费样品Samples游戏Games抽奖Sweepstakes竞赛Contests常客回报PatronageRewards广告特制品AdvertisingSpecialtiesEnticeConsumerstoTryaNewProductLureCustomersAwayFromCompetitors’ProductsGetConsumersto“LoadUp’onaMatureProductHold&RewardLoyalCustomersConsumerRelationshipBuilding对消费者的营业推广ConsumerPromotion“DealProneness,”Liechtenstein,Burton,&Netemeyer,JournalofRetailing,Summer1997Examinationof“dealproneness”amongconsumersinasupermarketsettingSurveys&GroceryReceiptsusedEighttypesofdeals:Cent-off,One-free,Gift,Display,Rebate,Contest,Sale,&Coupon“DealProneness,”Liechtenstein,Burton,&NetemeyerClusteranalysisyieldedtwointerpretableresults:49%are“dealprone,”51%not24%High“Dealprone,”50%intermediate,26%dealinsensitive“Deal-proneness”ageneralizedconstruct-(crossestypeofpromotion)Younger&LesseducatedmorelikelytobedealproneTrade-PromotionObject