促銷策略培訓(xùn)

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促銷策略培訓(xùn)WhatIsPromotion?促銷：企業(yè)通過人員或非人員推銷的方式，將產(chǎn)品或勞務(wù)的信息傳送給目標(biāo)顧客，從而引起興趣，促進(jìn)購買，實現(xiàn)企業(yè)產(chǎn)品銷售的一系列活動。P.242Communicationbymarketersthatinforms,persuades,andremindspotentialbuyersofaproductinordertoinfluenceanopinionorelicitaresponse.告知功能Informativefunction說服功能Persuasivefunction影響功能Influencefunction整合營銷/促銷組合

IntegratedMarketingCommunicationAdvertisingPublicrelationPersonalsellingSalespromotionDirectmarketing一致、清晰、吸引人的公司和產(chǎn)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,InteractiveSENDEREncodingDecodingRECEIVERMediaMessageFeedbackResponseNoiseElementsintheCommunicationProcess知覺的選擇性

PerceptionselectionSelectiveAttentionSelectiveDistortionSelectiveRetention促銷預(yù)算

SettingtheTotalPromotionBudgetOneoftheHardestMarketingDecisionsFacingaCompanyisHowMuchtoSpendonPromotion.Factorstobeconsideredwhensettingtheadvertisingbudget:產(chǎn)品生命周期階段Stageintheproductlifecycle,市場份額Marketshare,競爭和雜亂Competitionandclutter,產(chǎn)品差異化Productdifferentiation.AffordableBasedonWhattheCompanyCanAffordObjective-and-Task

BasedonDeterminingObjectives&Tasks,ThenEstimatingCostsPercentageofSalesBasedonaCertainPercentageofCurrentorForecastedSalesCompetitive-ParityBasedontheCompetitor’sPromotionBudgetAdvertisingSpendingfor1999ProductLife-CycleStageTypeofProduct/MarketPushvs.PullStrategyBuyer/ReadinessStage促銷組合的影響因素

FactorsinDevelopingPromotionMixStrategies產(chǎn)業(yè)用品消費品PublicrelationsPublicrelationsPersonalsellingAdvertisingSalespromotionSalespromotion產(chǎn)品/市場類

TypeofProduct/MarketAdvertisingPersonalsellingStrategythatCallsforSpendingALotonAdvertisingandConsumerPromotiontoBuildUp(Pull)ConsumerDemand.PullStrategyStrategySelectedDependson:TypeofProduct-Market&ProductLife-CycleStageStrategythatCallsforUsingtheSalesforceandTradePromotiontoPushtheProductThroughtheChannels.PushStrategy推或拉的策略

Pushvs.PullStrategyProducerProducerIntermediariesMarketingactivitiesEndusersMarketingactivitiesDemandIntermediariesDemandPushStrategyPullStrategyEndusersMarketingactivitiesDemand推或拉的策略

PushVersusPullStrategy消費者購買決策過程

ConsumerBuyingProcess確認(rèn)需求Problemrecognition收集信息Informationsearch選擇判斷Evaluationofalternatives購買決策Purchasedecision購后評價Postpurchasebehavior認(rèn)識理解信任成交導(dǎo)入期Introduction成長期Growth成熟期Maturity衰退期DeclinePLC分析

Profit&SalesLifeCycles總市場銷售額時間PHILIPKOTLERWhatisadvertising廣告是對觀念、產(chǎn)品和服務(wù)而采取的任何有明確經(jīng)辦人的非人員的有償性推介和促銷AdvertisingisAnyPaidFormofNonpersonalPresentationandPromotionofIdeas,Goods,orServicesbyanIdentifiedSponsor.Advertisingiscenturiesold.U.S.advertisersspendinexcessof$212billioneachyear;worldwidespendingexceeds$414billion.Advertisingisusedby:Businessfirms,Nonprofitorganizations,Professionals,andSocialagencies.廣告的策劃

MajorAdvertisingDecisions

1.確定目標(biāo)MissionCommunicationobjectivesSalesObjectives2.預(yù)算決策BudgetDecisions(Money)AffordableApproachPercentofsalesCompetitiveparityObjectiveandtask3.信息決策M(jìn)essagedecisionsMessageStrategyMessageExecution5.評價目標(biāo)MeasurementCommunicationImpactSalesImpact4.媒體決策M(jìn)ediadecisionsReach,Frequency,ImpactMajorMediaTypesSpecificMediaTypesMediaTimingTheFiveMsofAdvertising通知廣告InformativeAdvertising說服廣告PersuasiveAdvertising比較廣告ComparisonAdvertising提醒廣告ReminderAdvertisingPHILIPKOTLER營業(yè)推廣

SalesPromotion營業(yè)推廣/銷售促進(jìn)：企業(yè)在某一段時期內(nèi)采用特殊的手段對消費者實行強(qiáng)烈的刺激，以促進(jìn)企業(yè)銷售迅速增長的一種策略。P252一種短期的行動，目的是鼓勵購買的積極性，或宣傳一件產(chǎn)品、或提供一種服務(wù)。Amasscommunicationtechniquethatoffersshort-termincentivestoencouragepurchaseorsalesofaproductorservice.Offersreasonstobuynow.

——PhilipKotler&GaryArmstrongWhytheincreaseinSalesPromotion?GrowingretailerpowerDecliningbrandloyaltyIncreasedpromotionalsensitivityBrandproliferationFragmentationofconsumermarketShort-termfocusIncreasedmanagerialaccountabilityCompetitionClutterConsumer-PromotionObjectivesConsumer-PromotionToolsPoint-of-PurchaseDisplays獎勵商品Premiums一攬子定價PricePacks現(xiàn)金返還CashRefunds贈券Coupons免費樣品Samples游戲Games抽獎Sweepstakes競賽Contests常客回報PatronageRewards廣告特制品AdvertisingSpecialtiesEnticeConsumerstoTryaNewProductLureCustomersAwayFromCompetitors’ProductsGetConsumersto“LoadUp’onaMatureProductHold&RewardLoyalCustomersConsumerRelationshipBuilding對消費者的營業(yè)推廣

ConsumerPromotion“DealProneness,”

Liechtenstein,Burton,&Netemeyer,JournalofRetailing,Summer1997Examinationof“dealproneness”amongconsumersinasupermarketsettingSurveys&

GroceryReceiptsusedEighttypesofdeals:Cent-off,One-free,Gift,Display,Rebate,Contest,Sale,&Coupon“DealProneness,”

Liechtenstein,Burton,&NetemeyerClusteranalysisyieldedtwointerpretableresults:49%are“dealprone,”51%not24%High“Dealprone,”50%intermediate,26%dealinsensitive“Deal-proneness”ageneralizedconstruct-(crossestypeofpromotion)Younger&LesseducatedmorelikelytobedealproneTrade-PromotionObjectivesTrade-PromotionTools特殊的廣告條目SpecialtyAdvertisingItems競賽Contests免費商品FreeGoodsBuy-BackGuarantees折讓Allowances削價Price-Offs推廣現(xiàn)金PushMoney折扣Discounts陳列Displays獎勵商品PremiumsPersuadeRetailersorWholesalerstoCarryaBrandGiveaBrandShelfSpacePromoteaBrandinAdvertisingPushaBrandtoConsumers貿(mào)易促銷手段

TradePromotionsBusiness-PromotionObjectivesBusiness-PromotionToolsGenerateBusinessLeadsStimulatePurchasesRewardCustomersMotivateSalespeople大會Conventions商業(yè)展覽TradeShows銷售競賽SalesContests商務(wù)促銷工具

Business-to-BusinessPromotion人員推銷

Personalselling推銷人員直接同目標(biāo)市場的消費者建立聯(lián)系，介紹商品，促進(jìn)商品銷售的活動InvolvesTwo-Way,PersonalCommunicationBetweenSalespeopleandIndividualCustomersWhether:facetoface,bytelephone,throughvideoconferencing,orbyothermeans.人員推銷的任務(wù)

PersonalsellingTasks尋找顧客分配時間信息傳播推銷產(chǎn)品提供服務(wù)收集信息分配產(chǎn)品推銷隊伍的結(jié)構(gòu)設(shè)計

DesigningSalesForceStrategyandStructure

顧客結(jié)構(gòu)CustomerSalesForceSellsOnlytoCertainCustomersorIndustries產(chǎn)品結(jié)構(gòu)ProductSalesForceSellsOnlyaPortionofTheCompany’sProductsorLines區(qū)域結(jié)構(gòu)Territorial

ExclusiveTerritorytoSelltheCompany’sFullProductLine復(fù)合結(jié)構(gòu)Complex

FormsAreaCombinationofAnyTypesofSalesForceStructures

銷售隊伍規(guī)模

SalesForceSizeSalespeopleareoneofacompany’smostproductive（最創(chuàng)效益）andexpensiveassets（昂貴的資產(chǎn)）.Salesforceshavebeenshrinkinginsizebecauseof:Advancesinsellingtechnology,Recentmergermania.Manycompaniesusesomeformofworkloadapproach（工作量計算法）tosetsalesforcesize:Groupaccountsintodifferentsizeclasses,Howmanypeopleareneededtocallonthem.內(nèi)部銷售人員InsideSalesForce外部銷售人員OutsideSalesForce上門走訪客戶TraveltoCallonCustomers主要的客戶銷售SellstoMajorAccounts發(fā)現(xiàn)重大新客戶FindsMajorNewProspects電話聯(lián)系并接待來訪客戶ConductBusinessFromTheirOfficesViaPhoneorBuyerVisits技術(shù)支持人員TechnicalSupportPeople電話/網(wǎng)絡(luò)銷售人員Tele-MarketingOrInternet其他銷售隊伍戰(zhàn)略及結(jié)構(gòu)問題

OtherSalesForceStrategyandStructureIssues銷售支持人員SalesAssistantsTeamSellingMostcompaniesarenowusingteamsellingtoservicelarge,complexaccounts.Findsproblems,solutions,andsalesopportunities.Problems:canoverwhelmcustomers,difficultiesworkingwithteams,evaluationofsalesperformance.優(yōu)秀推銷員的品質(zhì)

SomeTraitsofGoodSalespeopleSomeTraitsofGoodSalespeople熱情的Enthusiasm堅持Persistence忠于工作JobCommitment自信Self-Confidence主動精神InitiativeCollegeStudents招募推銷員的建議

RecommendationsforRecruitingSalespeopleClassifiedAdsEmploymentAgenciesCurrentSalespeople招聘過程通常評價人員的內(nèi)容包括SelectionProcessUsuallyEvaluatesaPerson’s其他特征OtherCharacteristics個人品質(zhì)PersonalityTraits推銷員的態(tài)度SalesAptitude分析和組織能力AnalyticalandOrganizationalSkills挑選推銷員

SelectingSalespeople推銷員的培訓(xùn)

TrainingSalespeopleTheAverageSalesTrainingProgramlastsforFourMonthsandHastheFollowingGoals:了解并明白公司各方面的情況HelpSalespeopleKnow&IdentifyWiththeCompany通曉本公司的產(chǎn)品LearnAbouttheProducts深入了解顧客和競爭對手特點LearnAboutCompetitors’andCustomers’Characteristics

指導(dǎo)如何有效地推銷展示LearnHowtoMakeEffectivePresentations懂得實地推銷的工作程序和責(zé)任UnderstandFieldProceduresandResponsibilities固定金額FixedAmount

UsuallyaSalary可變金額VariableAmountUsuallyCommissionsOrBonusesToAttractSalespeople,aCompanyMustHaveanAttractivePlanMadeUpofSeveralElements消費補助ExpenseAllowanceForJobRelatedExpenses銷售代表的報酬

CompensatingSalespeople管理銷售隊伍

SupervisingSalespeople指導(dǎo)銷售人員DirectingSalespeople確定目標(biāo)顧客和制定拜訪規(guī)范IdentifyCustomerTargets&CallNorms發(fā)展新目標(biāo)顧客DevelopProspectTarget有效利用推銷時間UseSalesTimeEfficiently年度拜訪計劃AnnualCallPlan時間任務(wù)分析Time-and-DutyAnalysis銷售隊伍自動化系統(tǒng)SalesForceAutomation激勵銷售人員MotivatingSalespeople組織氛圍OrganizationalClimate銷售定額SalesQuotas積極刺激PositiveIncentives銷售會議SalesMeetings

銷售競賽SalesContests

榮譽和旅游HonorsandTrips

獎品和獎金Merchandise/CashCompaniesLookForWaystoIncreasetheAmountofTimeSalespeopleSpendSelling.銷售人員如何分配時間

HowSalespeopleSpendTheirTime對銷售人員的評估

EvaluatingSalespeopleManagement（管理部門