promotion(促销)ppt

PromotionFocusPromotionAdvertisingSalespromotionPersonalsellingPublicrelationPromotionPromotionisoneofthemajorelementsofthemarketingmixofthebusiness.It’saformofpersuasivecommunication,informing,andinfluencingtheconsumer’spurchasedecision.Therearemanydifferenttoolsusedbybusinesstoenhancetheimageoftheproduct.Promotionisanimportantpartofabusinessstrategyinsurvivingtoday’scompetitivemarketplace.ObjectivesofPromotionProvideinformationtoconsumersandothers;Increasedemand;Differentiateaproduct;Accentuateaproduct’svalue;BuildupbrandequityAdvertisingPaid,non-personalcommunicationthroughvariousmediabyabusinessfirm,not-for-profitorganization,orindividualidentifiedinthemessagewiththehopeofinformingorpersuadingmembersofaparticularaudience.Advertisingisamass-mediatedcommunication.Itcanreachlargenumbersofconsumerswhoaregeographicallydispersed.Productscanbedramatizedthroughtheuseofcolor,soundandvisual.Itiseffectiveatbuildingawarenessandknowledgefortheproduct.Effective,Economic,EfficiencyCatalogsofAdvertisingAccordingtothedifferentobjectives,anadvertisingprogramcanbeclassifiedintothreecatalogs:InformativeadvertisingPersuasiveadvertisingRemindingadvertisingInformativeadvertisingIt’susedtoinformconsumersaboutanewproductorfeatureandtobuildprimarydemand.It’shighlyusedinthepioneeringperiod.Itoftenexplainshowtheproductworks,describesavailableservices,reducingbuyers’fearsandbuildingacompanyimage.PersuasiveadvertisingIt’susedtobuildselectivedemandforabrandbypersuadingconsumersthatitoffersthebestqualityfortheirmoney.It’saboutbuildingbrandpreference,encouragingswitchingtothebrand.ReminderadvertisingIt’sformatureproduct.Theobjectistoremindpeopleaboutthebrand.HowcouldShangwutong(商务通)createabrandnewmarket?????1.Itcreatedanewmarketinoneyear.2.Itsbrandposition3.Itsadvertisingstrategy4.ProblemsKeep-warmunderwear1．Ad2．Starseffect3.conception科技概念专家说法融入南极1号天然微元生化材料，能治多种疾病。衣服不能治病，最多有辅助作用。远红外涂层改善微循环，有利健康。只要能保暧就能促进微循环。内衣中融入了抗菌剂，能杀11种病菌。能和内衣融和不是抗菌剂。没有融合，一洗就没了。100%棉并具超弹性。全棉和超弹性不可兼得。“莱卡”弹性纤维其实就是涤沦，到处都有。超保暧、超保湿无此方面的标准。Whereisthewayofadout?PopularstarsAuthoritiesEmotionInternetCellphoneBusesSalesPromotionSalespromotionisshot-termincentivestoencouragethepurchaseorsaleofaproduct.Itcanbeclassifiedintotwocatalogs:TradepromotionConsumerpromotionTradePromotionTradepromotionactivitiesaredesignedtoencouragecompanies,salesforcesorothermembersofdistributionchannelstosellproductsmoreaggressively.Tradeallowance/TradediscountcooperativeadvertisingpaymentsConsumerPromotionsConsumerpromotionslikecoupons,freetrials,displays,rebate,sweepstakes,offeranextraincentivetomakeimmediatepurchases.NotesSalespromotionshelpboostshort-termsales.Consumerscanbeurgedtomakestrongerandquickerresponse.Theyareeffectiveatinducingtrial.successfulsalespromotionsmustpromotecustomerrelationshipbuildinginthesensethattheysupportthebrandimageoftheproduct.PersonalSellingPersonalsellingisthedirecteffortmadebyasalespersontoconvinceacustomertomakeapurchase.Itisapersonal(face-to-face,telephone,orinternetchat)presentationforthepurposeofmakingsalesandbuildingrelationships.Personalsellingisuniquebecauseitinvolvespersonalcontact.Itisthetwo-waymarketingcommunicationstool,anditisalsothetoolthatmostoftenbringsthebuyingdecisionprocesstoasatisfactoryconclusionforbothbuyerandseller.Itisflexibleandprovidesimmediatefeedback.Personalsellingisoftenusedinsituationswherethetargetmarketisconcentrated,whereproductsarehighinvalueorordersarelarge,whentheproductistechnicallycomplex,orwhenthedifferentialadvantageisdifficulttoexplain.PublicRelationsPRentailavarietyoffunctionsandactivitiesthataredirectedatfosteringharmoniousinteractionswithanorganization’spublics(customers,employees,stockholders,governments,andsoforth).Itisanefficientindirectpromotionalalternative.Itimprovescompanies’prestigeandimagewiththepublic.PublicRelationsFirm’scommunicationsandrelationshipswithitsvariouspublics.Pressconference,speech,seminar,annualreport,charitabledonation,communityrelation,companymagazine,homepage;GlobalPRBuildmediarelationsCreatetrustandharmonyArticulateandinfluencepublicopinionAnticipateconflictsandresolvedisputes制定促销组合NatureofEachPromotionToolAdvertisingReachesManyBuyers,ExpressiveImpersonalPersonalSellingPersonalInteraction,BuildsRelationshipsCostlySalesPromotionProvidesStrongIncentivestoBuyShort-LivedPublicRelationsBelievable,Effective,EconomicalusedbyManyCompaniesPromotionStrategy•PushStrategy-“Pushing”theProductThroughDistributionChannelstoFinalConsumers.•PullStrategy-ProducerDirectsIt’sMarketingActivitiesTowardFinalConsumerstoInduceThemtoBuytheProduct.In1884,WilliamHeskethLever,founderofLeverBros,wrotedownhisideasforSunlightSoap–hisrevolutionarynewproductthathelpedpopularisecleanlinessandhygieneinVictorianEngland.Itwas'tomakecleanlinesscommonplace;tolessenworkforwomen;tofosterhealthandcontributetopersonalattractiveness,thatlifemaybemoreenjoyableandrewardingforthepeoplewhouseourproducts'.1963Cornetto,thefirstpackagedandbrandedicecreamcone,beginsitslaunchinEurope.Unil