unit 11营销英语课件.ppt

Copyright2010QinghuaUniversityPressPPTst/aEnglishforMarketingbyLiDongmei,TanYing,JiangXia,WeiAiyun,(11)1,UNIT11SALESPROMOTION,Copyright2010QinghuaUniversityPressPPTst/aEnglishforMarketingbyLiDongmei,TanYing,JiangXia,WeiAiyun,(11)2,Definetheterm“salespromotion”.Identifythereasonsfortherapidgrowthofsalespromotion.3.Understandthetoolsusedforsalespromotion.4.Knowtheobjectivesofsalespromotion.5.Understandthelimitationsofsalespromotion.,AFTERLEARNINGTHISUNITYOUSHOULDBEABLETO:,Copyright2010QinghuaUniversityPressPPTst/aEnglishforMarketingbyLiDongmei,TanYing,JiangXia,WeiAiyun,(11)3,I.Warm-upQs:,Besidesadvertising,whatdoyouknowcanencouragepeopletobuy?HowdoyouunderstandthesayingatP129?Howimportantdoyouthinksalespromotionistoanenterprise?Whattoolsarelikelytobeusedinsalespromotion?,Copyright2010QinghuaUniversityPressPPTst/aEnglishforMarketingbyLiDongmei,TanYing,JiangXia,WeiAiyun,(11)4,II.Whatissalespromotion?,Itreferstoshort-termincentivestoencouragethepurchaseorsaleofaproductorservice.,*Salespromotionoffersanincentiveforanaction.,Copyright2010QinghuaUniversityPressPPTst/aEnglishforMarketingbyLiDongmei,TanYing,JiangXia,WeiAiyun,(11)5,III.Whatarethefavorablefactorsfortherapiddevelopmentofsalespromotion?,1.Consumershavebecomemoreandmoredealoriented.,*Gooddeals:specialsales,rebatesandsoon,Copyright2010QinghuaUniversityPressPPTst/aEnglishforMarketingbyLiDongmei,TanYing,JiangXia,WeiAiyun,(11)6,2.Managersfindithardtoincreasethesalesoftheirproducts.,*Salespromotionmaybehelpfulinincreasingthesales!,Copyright2010QinghuaUniversityPressPPTst/aEnglishforMarketingbyLiDongmei,TanYing,JiangXia,WeiAiyun,(11)7,3.Thecompanyfacesmorecompetitionwithinthesamescopeofbusiness.,*Salespromotionmayhelpcustomerstodifferentiatetheproductsofacertaincompanyamongsimilarproducts.,Copyright2010QinghuaUniversityPressPPTst/aEnglishforMarketingbyLiDongmei,TanYing,JiangXia,WeiAiyun,(11)8,4.Someunfavorablefactorsresultinthedecliningeffectsofadvertising.,*Theunfavorablefactorsinclude:risingcosts,mediaclutter,legalrestraintandsoon.,Copyright2010QinghuaUniversityPressPPTst/aEnglishforMarketingbyLiDongmei,TanYing,JiangXia,WeiAiyun,(11)9,5.Theincreasedretailpowercontributesalottosalespromotion,*Hugeretailers:Wal-mart,Carrefourandsoon.,Copyright2010QinghuaUniversityPressPPTst/aEnglishforMarketingbyLiDongmei,TanYing,JiangXia,WeiAiyun,(11)10,IV.Theobjectivesofconsumersalespromotionandtradesalespromotion,1.Thegeneralobjectiveofconsumersalespromotionistoincreaseshort-termsalesortohelplong-termmarketshare.,Copyright2010QinghuaUniversityPressPPTst/aEnglishforMarketingbyLiDongmei,TanYing,JiangXia,WeiAiyun,(11)11,2.Themajorobjectivesfortradepromotioninclude:,1)Togainnewretailersormaintainexistingones;,2)ToInfluenceretailerstopromotetheproductsorservices;,3)ToInfluenceretailerstoofferapricediscountthusincreasingthesales,Copyright2010QinghuaUniversityPressPPTst/aEnglishforMarketingbyLiDongmei,TanYing,JiangXia,WeiAiyun,(11)12,4)Toencourageretailerstocarrynewitemsandmoreinventories,5)Todefendagainstcompetitors,Copyright2010QinghuaUniversityPressPPTst/aEnglishforMarketingbyLiDongmei,TanYing,JiangXia,WeiAiyun,(11)13,V.Whattoolscanbeusedinsalespromotion?,*Consumerpromotionandtradepromotiontendtousedifferenttoolstoachievetheirownobjectives.,Copyright2010QinghuaUniversityPressPPTst/aEnglishforMarketingbyLiDongmei,TanYing,JiangXia,WeiAiyun,(11)14,1.Consumerpromotiontools,1)PriceDeals,*Twotypes:cents-offdealsandprice-packdeals,Copyright2010QinghuaUniversityPressPPTst/aEnglishforMarketingbyLiDongmei,TanYing,JiangXia,WeiAiyun,(11)15,2)Samples,*Samplingisthemosteffectivebutalsothemostexpensivewaytointroduceanewproduct,assamplesareoftenfreeofchargeoratverylowprice.,Copyright2010QinghuaUniversityPressPPTst/aEnglishforMarketingbyLiDongmei,TanYing,JiangXia,WeiAiyun,(11)16,3)Coupons,*Couponscanstimulatethesalesofamaturebrandandareparticularlyusefulinencouragingnew-producttrials.,Copyright2010QinghuaUniversityPressPPTst/aEnglishforMarketingbyLiDongmei,TanYing,JiangXia,WeiAiyun,(11)17,4)CashRefunds,*DifferencebetweencouponsandCashrefunds:cashrefundisnotasconvenientascouponssinceconsumersmayforgettosendfortherebateorrunoutoftime.,Copyright2010QinghuaUniversityPressPPTst/aEnglishforMarketingbyLiDongmei,TanYing,JiangXia,WeiAiyun,(11)18,5)AdvertisingSpecialties(PromotionGifts),*Auniquespecialtyadvertisingitemcanattractinterestamongtargetaudiencemembersandperhapsstimulateaction.,Copyright2010QinghuaUniversityPressPPTst/aEnglishforMarketingbyLiDongmei,TanYing,JiangXia,WeiAiyun,(11)19,6)Othertoolsthatareoftenusedinsalespromotion:,*Point-of-purchaseDisplaysandDemonstrations,*Contest,SweepstakesandGames,Copyright2010QinghuaUniversityPressPPTst/aEnglishforMarketingbyLiDongmei,TanYing,JiangXia,WeiAiyun,(11)20,2.Tradepromotiontools,1)TradeAllowances,2)TradeShows,3)TrainingPrograms,4)PushMoney(Spiffs),Copyright2010QinghuaUniversityPressPPTst/aEnglishforMarketingbyLiDongmei,TanYing,JiangXia,WeiAiyun,(11)21,AdvantagesandDisadvantagesofSalesPromotion,Copyright2010QinghuaUniversityPressPPTst/aEnglishforMar