畢博管理咨詢工具方法—5.7Marketing

1、營(yíng)銷和促銷活動(dòng)日歷MARKETING & PROMOTIONAL CAMPAIGN CALENDAR0/11營(yíng)銷和促銷MARKETING AND PROMOTIONS這個(gè)業(yè)務(wù)手冊(cè)是為了幫助你制定貴公司的營(yíng)銷和促銷日歷（作為戰(zhàn)略性銷售計(jì)劃的一部分）。This workbook is designed to assist you in developing a Marketing and Promotions Calendar for your business (as part of your Strategic Marketing Plan).在制定日歷時(shí)，你需要考慮自己的目標(biāo)。實(shí)際上你可以采

2、用幾百種不同的方法來(lái)推銷你的產(chǎn)品、服務(wù)和業(yè)務(wù)。每一個(gè)方法都各有優(yōu)缺點(diǎn)。In developing your calendar you will need to consider what your objectives.There areliterally hundreds of different ways you can promote your products, services and business. Each method has its own advantages and disadvantages.在你起草營(yíng)銷和促銷日歷之前，請(qǐng)問問自己下列問題：Before you dr

3、aft your Marketing and Promotions Calendar please ask yourself the following questions:1. 你的目標(biāo)是什么？What is your objective?2. 你是想要增加現(xiàn)有產(chǎn)品和服務(wù)的銷售量嗎？Are you trying to increase sales of an existing product or service?3. 你是想要引進(jìn)新的產(chǎn)品和服務(wù)嗎？Are you trying to introduce a new product or service?4. 你是想擁有大眾熟知的品牌嗎？Ar

4、e you trying to build general brand awareness?5. 你是想要建立你的公司知名度嗎？Are you trying to build awareness or your business?6. 你是想要提高顧客的忠誠(chéng)度嗎？Are you trying to improve customer loyalty?下面，我們提供了一些選項(xiàng)的概述。We have provided an overview below of some of the options available to you.2/11手冊(cè)的結(jié)尾部分，我們列舉了一個(gè)關(guān)于營(yíng)銷和促銷日歷的例子。在評(píng)

5、估了不同類型的營(yíng)銷和促銷活動(dòng)的可行性后，需要花費(fèi)一些時(shí)間為貴公司制定一份營(yíng)銷和促銷日歷。這樣做：At the end of this workbook there is an example of a Marketing and Promotions Calendar. Once you have reviewed the different types of marketing and promotional activities available please take some time to develop a Marketing and Promotions Calendar fo

6、ryour business.In doing so:1. 請(qǐng)記住你總體戰(zhàn)略性的營(yíng)銷目標(biāo)；Please keep in mind your overall strategic marketing objectives;2.與員工討論他們一定能提出有價(jià)值的意見，比如事件和活動(dòng)應(yīng)該安 排在何時(shí)舉行；Consult your team members they are sure to have valuable information such as when events and activities should be scheduled; and3. 制定和實(shí)施戰(zhàn)略，以評(píng)定每項(xiàng)活動(dòng)的有效性建立

7、主要業(yè)績(jī)指標(biāo)，比如有潛在銷售線索的客戶量和要求對(duì)產(chǎn)品和服務(wù)作進(jìn)一步了解的客戶量等等。.Develop and implement strategies for measuring the effectiveness of each activitydevelop Key Performance Indicators such as number of leads generated, number of request for further information etc.3/11公司簡(jiǎn)訊NEWSLETTERS公司簡(jiǎn)訊是提高與客戶溝通層次的好方法。它是宣傳新產(chǎn)品和服務(wù)，特別是報(bào)價(jià)和產(chǎn)品開發(fā)的

8、一個(gè)極佳工具。它也能被用來(lái)宣傳“戰(zhàn)爭(zhēng)故事”（顧客使用你產(chǎn)品和服務(wù)的成功范例）。我們的研究表明，企業(yè)的老板們都希望能從與他們業(yè)務(wù)相近的其他企業(yè)中吸取經(jīng)驗(yàn)。A newsletter is an excellent way to increase the level of contact you have withyourcustomers.It is agreat tool for communicatingnewproductsandservices,specialoffers andproductdevelopment. It canalsobe used to communicate “ w

9、arstories ”(examplesof customers successfullyusingyourproductsandservices).Ourresearch indicates that business owners enjoy learning from the experiences of other businesses similar to their own other businesses.公司簡(jiǎn)訊相對(duì)比較便宜， 而且可以通過(guò)不同的渠道傳送給你的客戶，比如說(shuō)：電子郵件，信件或者傳真。你應(yīng)該從你的客戶那里確定他們希望你采用的方式。Newsletters are re

10、latively inexpensive to produce and can be sent to your customers through a variety of channels e.g. e-mail, mail or via facsimile. You should ascertain from your customers which method they would prefer you to use.總的來(lái)說(shuō)，公司簡(jiǎn)訊是建立顧客忠誠(chéng)度并加強(qiáng)與顧客聯(lián)系的好方法。它們比較靈活并且相對(duì)便宜。Overall, newsletters are a good way to build customer loyalty and increase customer contact. They are flexible and relatively inexpensive.競(jìng)爭(zhēng)COMPETITIONS競(jìng)爭(zhēng)是短期策略，通常會(huì)對(duì)銷售水平產(chǎn)生直接的影響。它們能用來(lái)“引誘”客戶試用新產(chǎn)品，也能用來(lái)尋找新的客戶以及（或者）回報(bào)現(xiàn)有客戶。Competitions are a short-term strategy generally used to have an immediate impact on sales