G0015第九部分销售工具.doc

SECTION 9第九部分SALES TOOLS销售工具Sales Tools, be they printed collaterals or otherwise, form an integral part of the overall success of a Marketing Strategy.销售工具可以是指印刷品或其他的物品，是构成市场策略整体成功的一部分。This section is dedicated to the analysis of all existing and proposed “tools” that your hotel wishes to produce from an objective point of view, i.e. from its utilization and cost impact.本部分分析了酒店所希望生产的, 不管是现有的或计划中的“工具”，是在实现既能实惠使用又可节省成本两个基本目的前提下来考虑制作的。In broad terms, sales tools are divided into “printed collaterals” and non-printed ones (other sales tools).广义上来说，销售工具可分为“印刷品”和“非印刷品”（其他销售工具）1) “Printed Collaterals” are categorized as: / “印刷品”可分为a) Generic / 一般性Collaterals that are produced for a purpose other than hard selling a specific product / package or reduced selling price, i.e. Rack Brochure, Fast Facts, Tariff Sheet, etc.制作印刷品的目的绝不是硬性的销售一个特定的产品, 包价或是降低卖价，如：宣传册，酒店简介，房价表等等.b) Tactical / 针对性Collaterals that are specifically produced to sell a product or package with a promotional selling price.印刷品是生产出来专门用来促销一种产品或包价的。2) “Printed Collaterals Others” refer to non Rooms, Banquet or F&B collateral, i.e. Health Club collateral, Business Center collateral, Welcome Card, etc.“其他印刷品”指除房间，宴会，或餐厅以外的其他印刷品，如健身中心，商务中心，欢迎卡等印刷品。3) “Other Sales Tools” include sales presenters, video tapes, CD-Rom, etc.“其他销售工具”包括销售展示者，录像带，只读光碟等。4) “Giveaways” are considered as a sales tool and hence, a section is dedicated to the analysis and objective planning of this.赠品同样被视为销售工具，本部分将分析并做计划。SECTION 9: SALES TOOLS第九部分：销售工具9a) Printed Collateral Rooms (Generic / Tactical) 印刷品 房间 （一般性的/针对性的）9b) Printed Collateral Banquet & Convention (Generic / Tactical) 印刷品 宴会及会务 （一般性的/针对性的）9c) Printed Collateral Food & Beverage (Generic / Tactical) 印刷品 餐饮 （一般性的/针对性的）9d) Printed Collateral Others (Generic / Tactical) 印刷品 其他 （一般性的/针对性的）Guideline / 导引:Please use the format provided to compile your list of collaterals required for next year.请用提供的格式整理明年所需要的印刷品清单。If you plan to discontinue any existing collateral, you need not list it.如计划不再沿用现行的任何印刷品，请不要将其列出来1. Under Collateral, please state the name of the collateral and whether it is current (existing) or proposed (new) and whether it is generic or tactical.在“印刷品”栏中，请注明印刷品的名称，是现在正在使用的还是新的，一般性的还是有针对性的。2. Under Overview, please state the general usage, purpose and need for the given collateral.在“总论”一栏中，请写明用处，目的和对该种印刷品的需求。3. Under Objective, please state what you want to achieve from having the collateral and also what you want the collateral to do for you, if any, i.e. response mechanism.在“目的”栏中，写明有了这些印刷品后，要达到的目的和这些印刷品可以在哪些方面帮助你，如：回复机制。4. Under Target Audience, please state “who” you want to have receiving or reading your collateral在“阅读对象”一栏中，写明你希望“谁”接到或阅读该印刷品。5. Under Distribution Channel, please state and identify all main distribution channels to be employed for the collateral.在“分发渠道”中，写明并确定印刷品的所有主分发渠道。6. Under Estimated Cost & Quantity Require, please calculate roughly the total number of units you would require for the year together with the estimated cost involved, including production cost. When determining total quantity, please take into consideration existing stock.在“估计成本和所需数量”栏中，请粗略计算一年的需要量和相关的成本，包括生产成本。当决定总共数量时，请注意现有库存量。7. For Food & Beverage, please also include the name of the Outlet(s).对餐饮所需的印刷品，请列明使用的营业点。SECTION 9: SALES TOOLS第九部分：销售工具9a) Printed Collateral Rooms (Generic / Tactical) 印刷品 房间 （一般性的/针对性的Collateral 1 印刷品1:Current / Proposed 现有/ 计划:Generic / Tactical 一般性/针对性:Overview 总论:Objective(s) of Collateral 该印刷品的目的:1.2.3.Target Audience 目标读者:1.2.Distribution Channels 分发渠道:1.2.3.4.5.6.7.8.Estimated Cost / Quantity Require 估计成本/ 需要数量:(RMB)Estimated cost per unit 每份成本:Numbers required per annum 每年所需数量:Total Estimated Cost 估计总计成本:Collateral 2 印刷品2:Current / Proposed 现有/ 计划:Generic / Tactical 一般性/针对性:Overview 总论:Objective(s) of Collateral 该印刷品的目的:1.2.3.Target Audience目标读者:1.2.3.Distribution Channels 分发渠道:1.2.3.4.5.6.7.8.Estimated Cost / Quantity Require 估计成本/ 需要数量:(RMB)Estimated cost per unit 每份成本:Numbers required per annum 每年所需数量:Total Estimated Cost 估计总计成本:SECTION 9: SALES TOOLS第九部分：销售工具9b) Printed Collaterals Banquet & Convention (Generic / Tactical) 印刷品 宴会及会议 （一般性的/针对性的）Collateral 1 印刷品1:Current / Proposed 现有/ 计划:Generic / Tactical 一般性/针对性:Overview 总论:Objective(s) of Collateral 该印刷品的目的:1.2.3.Target Audience目标读者:1.2.3.Distribution Channels 分发渠道:1.2.3.4.5.6.7.8.Estimated Cost / Quantity Require 估计成本/ 需要数量:(RMB)Estimated cost per unit 每份成本:Numbers required per annum 每年所需数量:Total Estimated Cost 估计总计成本:Collateral 2 印刷品2:Current / Proposed 现有/ 计划:Generic / Tactical 一般性/针对性:Overview 总论:Objective(s) of Collateral 该印刷品的目的:1.2.3.Target Audience目标读者:1.2.3.Distribution Channels 分发渠道:1.2.3.4.5.6.7.8.Estimated Cost / Quantity Require 估计成本/ 需要数量:(RMB)Estimated cost per unit 每份成本:Numbers required per annum 每年所需数量:Total Estimated Cost 估计总计成本:SECTION 9: SALES TOOLS第九部分：销售工具9c) Printed Collaterals Food & Beverage (Generic / Tactical) 印刷品 餐饮 （一般性的/针对性的）Outlet 营业点:Collateral 1 印刷品1:Current / Proposed 现有/ 计划:Generic / Tactical 一般性/针对性:Overview 总论:Objective(s) of Collateral 印刷品的目的:1.2.3.4.Target Audience 目标读者:1.2.3.Distribution Channels 分发渠道:1.2.3.4.5.6.7.8.Estimated Cost / Quantity Require 估计成本/ 需要数量:(RMB)Estimated cost per unit 每份成本:Numbers required per annum 每年所需数量:Total Estimated Cost 估计总计成本:Outlet 营业点:Collateral 2 印刷品2:Current / Proposed 现有/ 计划:Generic / Tactical 一般性/针对性:Overview 总论:Objective(s) of Collateral 该印刷品的目的:1.2.3.Target Audience目标读者:1.2.3.Distribution Channels 分发渠道:1.2.3.4.5.6.7.8.Estimated Cost / Quantity Require 估计成本/ 需要数量:(RMB)Estimated cost per unit 每份成本:Numbers required per annum 每年所需数量:Total Estimated Cost 估计总计成本:SECTION 9: SALES TOOLS第九部分：销售工具9d) Printed Collaterals Others (Generic / Tactical) 印刷品 其他 （一般性的/针对性的）Facility or Outlet 餐厅或其他酒店设施:Collateral 1 印刷品1:Current / Proposed 现有/ 计划:Generic / Tactical 一般性/针对性:Overview 总论:Objective(s) of Collateral 目的:1.2.3.4.Target Audience 目标读者:1.2.3.Distribution Channels 分发渠道:1.2.3.4.5.6.7.8.Estimated Cost / Quantity Require 估计成本/ 需要数量:(RMB)Estimated cost per unit 每份成本:Numbers required per annum 每年所需数量:Total Estimated Cost 估计总计成本:Facility or Outlet 餐厅或其他酒店设施 :Collateral 2 印刷品2:Current / Proposed 现有 / 计划:Generic / Tactical 一般性 / 针对性:Overview 总论:Objective(s) of Collateral 该印刷品的目的:1.2.3.Target Audience 目标读者:1.2.3.Distribution Channels 分发渠道:1.2.3.4.5.6.7.8.Estimated Cost / Quantity Require 估计成本/ 需要数量:(RMB)Estimated cost per unit 每份成本:Numbers required per annum 每年所需数量:Total Estimated Cost 估计总计成本:SECTION 9: SALES TOOLS第九部分：销售工具9e) Other Sales Tools 其他销售工具Guideline / 导引:Please use the format provided to compile your list of collaterals required for next year.请用提供的格式汇总明年所需的印刷品If you plan to discontinue any existing Sales Tools, you need not list it.如计划不再沿用现有的任何销售工具，请不要将其列出来8. Under Tool, please name and / or describe the tool在“工具”栏中，请写明工具的名称或描述9. Under Overview, please state the general usage, purpose and need for the tool.在“总论”一栏中，请写明用处，目的和对该种工具的需求。10. Under Objective(s), please state what you want to do for your hotel.在“目的”栏中，写明有了这些工具后，要达到的目的。11. Under Distribution / Utilization, please explain all the ways the tool will be distributed and / or utilized.在“分发/使用”中，写明并确定工具的所有分发渠道和使用方式。12. Under Estimated Cost & Quantity Require, please calculate roughly the total number of units you would require for the year together with the estimated cost involved, including production cost. When determining total quantity, please take into consideration existing stock, if any.在“估计成本和所需数量”栏中，请粗略计算一年的需要量和相关的成本，包括生产成本。当决定总共数量时，请注意现有库存量。SECTION 9: SALES TOOLS第九部分：销售工具9e) Other Sales Tools 其他销售工具Tool 1 工具1:Current / Proposed 现有/ 计划:Generic / Tactical 一般性/针对性:Overview 总论:Objective(s) 目的:1.2.3.Distribution / Utilization 分发/使用:1.2.3.4.5.6.7.8.Estimated Cost / Quantity Require 估计成本/ 需要数量:(RMB)Estimated cost per unit 每份成本:Numbers required per annum 每年所需数量:Total Estimated Cost 估计总计成本:Tool 2 工具2:Current / Proposed 现有/ 计划:Generic / Tactical 一般性/针对性:Overview 总论:Objective(s) 目的:1.2.3.Distribution / Utilization 分发/使用:1.2.3.4.5.6.7.8.Estimated Cost / Quantity Require 估计成本/ 需要数量:(RMB)Estimated cost per unit 每份成本:Numbers required per annum 每年所需数量:Total Estimated Cost 估计总计成本:SECTION 9: SALES TOOLS第九部分：销售工具9f) Giveaways 赠品Guideline / 导引:This section is required to be completed for each giveaway either “current” (existing) or “proposed” as per the format provided to compile your list of giveaways required.本部分必须根据提供的表格对每个免费样品填写完整，不论是现有的还是计划中的。13. Under Giveaway(s), please state the giveaway.在“赠品”一栏中，请写明名称。14. Under Description, please describe the physical aspects of the giveaway item.在“描述”栏中，请描述赠品的物理外观性能。15. Under Objectives, please list all the objectives you want to achieve with the particular giveaway.在“目的”栏中，写明通过使用某赠品你要达到的具体目的16. Under Distribution, please outline the ways and occasions when and / or where the giveaway item will be distributed.在“分发渠道”中，写明在何种场合，时间和地点将赠品分发出去。17. Under Estimated Cost & Quantity Require, please calculate roughly the total number of units you would require for the year together with the estimated cost involved, including production cost. When determining total quantity, please take into consideration existing stock, if any.在“估计成本和所需数量”栏中，请粗略计算一年的需要量和相关的成本，包括生产成本。当决定总共数量时，请注意现有库存量。SECTION 9: SALES TOOLS第九部分：销售工具9f) Giveaways赠品Giveaway 1 赠品1:Current / Pro