文档介绍：Principles of Marketing
1717--11
Session 17
SalesSales PromotionPromotion andand
PublicPublic RelationsRelations
Text: Chapter 16
国际商学院市场营销学系
Outline
1717--22
. SalesSales PromotionPromotion
. PublicPublic RelationsRelations
国际商学院市场营销学系
1717--33
. SalesSalesSales PromotionPromotionPromotion
国际商学院市场营销学系
I-1 Sales Promotion Defined
1717--44
A munication
technique that offers short-term
incentives to encourage
purchase or sales of a product
or service.
Offers reasons to buy now.
-- Kotler & Armstrong
国际商学院市场营销学系
I-2 Sales Promotion Areas
1717--55
BusinessBusiness
PromotionPromotion
Sales Promotion
Trade
Areas Trade
PromotionPromotion
ConsumerConsumer
PromotionPromotion
国际商学院市场营销学系
I-3 Sales Promotion Tools
1717--66
¾ Contests and games of skill and chance
¾ Point-of-Purchase
¾ Patronage Rewards
¾ Advertising Specialties
¾ Premiums
¾ Cents-off deals or Price Packs
¾ Cash-back offers
¾ Redeemable coupons
¾ Samples
国际商学院市场营销学系
I-4 Developing Sales Promotion Programs
1717--77
Developing
Implementing
Evaluating
国际商学院市场营销学系
1-5 Objectives of Consumer Promotion
1717--88
¾ Obtaining trial and repurchase
¾ Increasing consumption of an
established brand
¾ Defending current customers
¾ Targeting a specific market
¾ Enhancing advertising and marketing
efforts
国际商学院市场营销学系
I-6 Consumer Promotions
1717--99
¾ Samples
¾ Coupons
¾ Premiums
¾ Contests/sweepstakes
¾ Refunds/rebates
¾ Bonus packs
¾ Price-offs
¾ Event sponsorship
国际商学院市场营销学系
I-7 Objectives of Trade Promotions
1717--1010
z Obtain distribution for new products
z Maintain trade support for established
brands
z Encourage retailers to display
established brands
z Build retail inventories
国际商学院市场营销学系