市场营销促销 promotion.pptVIP

PROMOTION MIX 1 What is promotion mix 2 Basic promotion ways 3 Promotion mix strategy  What is promotion Promotion means a series of actions implemented by a company in order to motivate and cultivate buys’ interests, to intensify their buying desires, to mine potential demands, and to create sales volume, by means of transmitting messages related products and channels to target consumers. Promotion mix is the specific mix of advertising,personal selling,sales promotion,public relations,and direct-marketing tools a company uses to pursue its advertising and marketing objectives. Elements of the promotional mix (1)What is advertising Advertising is any paid form of nonpersonal presentation and promotion of ideas,goods,or services by an identified sponsor. (2) Process of advertising Ⅰ.Setting advertising objectives Ⅱ.Setting the advertising budget Ⅲ.Developing advertising strategy A.Creating the advertising message B.Selecting advertising media C.Evaluating advertising Advertising Media 各类主要媒体的概貌 Evaluating advertising effectiveness ●Communication-effect research. ●Sales-effect research Notice: ●Avoiding false or deceptive advertising. ●Avoiding bait-and-switch(引诱与威逼) advertising that attracts buyers under false pretense. Personal selling=Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. Notice: ☆Following the rules of “fair competition”. ☆Not offer brides to purchasing agents or to others who can influence a sale. Types of personal selling (PS) ●selling by conferences and meetings ●selling by visiting users and consumers The implementation process of PS ●look for who will becomes buyers ●do good preparations to a visit ●access to buyers ●present and communicate ●overcome the impediments and precipitate the trade between venders and vendees ●satisfy consumer and track after bargains Basic ski