商务英语课件ch14

12–1BusinessEnglishChapter14PromotingProducts

Presentedby吴德亮

管理学院市场学系[ObjectivesandRequirements][1]Thepromotionmix[2]HowfirmsselecttheoptimalmixofpromotiontoreachthemaximumeffectofpromotionCopyright©2004South-Western.Allrightsreserved.14–2Copyright©2004South-Western.Allrightsreserved.14–3[MainPointsofTeachingContent]Explainhowpromotioncanbenefitfirms.Describehowadvertisingisused.Describethestepsinvolvedinpersonalselling.Describethesalespromotionmethodsthatareused.Describehowfirmscanusepublicrelationstopromoteproducts.Explainhowfirmsselecttheoptimalmixofpromotiontouse.[AreasofDifficulty]PromotionmixCopyright©2004South-Western.Allrightsreserved.14–4Copyright©2004South-Western.Allrightsreserved.14–5PromotingProductsCopyright©2004South-Western.Allrightsreserved.14–6PromotionInformingorremindingconsumersaboutaspecificproductorbrandPromotionsupplementsothermarketingstrategies-product,pricing,distribution.Effectivepromotionshouldincreasedemandfortheproductandgenerateahigherlevelofsales.Copyright©2004South-Western.Allrightsreserved.14–7PromotionMixCombinationofpromotionmethodsthatafirmusestoincreaseacceptanceofitsproductsAdvertisingPersonalsellingSalespromotionPublicrelationsCopyright©2004South-Western.Allrightsreserved.14–8ImpactofaMajorPromotiononAbercrombie&Fitch’sStockPriceExhibit14.1Copyright©2004South-Western.Allrightsreserved.14–9AdvertisingAnonpersonalsalespresentationcommunicatedthroughmediaornonmediaformstoinfluencealargenumberofconsumers.Alternatively,AdvertisingPromotionaltoolconsistingofpaid,nonpersonalcommunicationusedbyanidentifiedsponsortoinformanaudienceaboutaproductAdvertisingStrategiesPersuasiveAdvertising

Advertisingstrategythattriestoinfluenceconsumerstobuyonecompany’sproductsinsteadofthoseofitsrivalsComparativeAdvertisingAdvertisingstrategythatdirectlycomparestwoormoreproductsReminderAdvertisingAdvertisingstrategythattriestokeepaproduct’snameintheconsumer’smindCopyright©2004South-Western.Allrightsreserved.14–12TypesofAdvertisingBrandadvertisingTriestoenhanceimageofspecificbrandComparativeadvertisingReminderadvertisingInstitutionaladvertisingTriestoenhanceimageofspecificinstitutionIndustryadvertisingTriestoenhanceimageofspecificindustryCopyright©2004South-Western.Allrightsreserved.14–13FormsofAdvertisingNewspapersConvenientwaytoreachgeographicmarketMagazinesOffernationwideandregionaladsRadioTalkstoaudience,butlacksvisualeffectTelevisionLocalornationwideadsUseadsduringshowsthatattracttargetmarketInfomercialsCopyright©2004South-Western.Allrightsreserved.14–14AllocationofAdvertisingExpendituresExhibit14.2Copyright©2004South-Western.Allrightsreserved.14–15FormsofAdvertising(cont’d)InternetUseownwebsitetopromoteproductsorwebsitesofotherfirmsthatarecommonlyviewedbytargetmarketInternetadscostlessthanothermediaBanneradsand/orbuttonadsE-mailPersonalizedorgeneralmessagessenttocustomersviae-mailCopyright©2004South-Western.Allrightsreserved.14–16businessonlineCopyright©2004South-Western.Allrightsreserved.14–17FormsofAdvertising(cont’d)DirectmailOftenusedbylocalservicefirmsTelemarketingUsestelephoneforpromotingandsellingproductsOutdooradsShownonbillboardsandsignsTransportationadsDisplayedonbusesandroofsoftaxicabsSpecialtyadsT-shirts,hats,bumperstickersCopyright©2004South-Western.Allrightsreserved.14–18FormsofAdvertisingExhibit14.3MajorDecisionsinAdvertisingDevelopingAdvertisingStrategyConsistsoftwomajorelements:CreatingadvertisingmessagesSelectingadvertisingmediaMessageExecutionSliceofLifeLifestyleFantasyMoodorImageMusicalPersonalitySymbolTechnicalExpertiseScientificEvidenceTestimonialEvidenceorEndorsementTypicalApproachesMessageExecutionChooseatoneUsememorable,attention-gettingwordsChoosecorrectformatelementsIllustrationHeadlineCopyHumorinAdvertisingThesedays,itseemsasthoughalmosteverycompanyisusinghumorinitsadvertising,eventhescholarlyAmericanHeritageDictionary.SelectingAdvertisingMediaReachPercentageofpeopleexposedtoadFrequencyNumberoftimesapersonisexposedtoadMediaImpactThequalitativevalueofamessageexposurethroughagivenmediumChoosingMediaTypeFactorstoconsider:MediahabitsoftargetconsumersNatureoftheproductTypeofmessageCostMediavehiclesSpecificmediawithineachgeneralmediatypeDecidingonMediaTimingMustdecidehowtoscheduletheadvertisingoverthecourseofayearFollowseasonalpatternOpposeseasonalpatternSamecoverageallyearChoosethepatternoftheadsContinuityPulsingPersonalSellingPromotionaltoolinwhichasalespersoncommunicatesone-on-onewithpotentialcustomersCopyright©2004South-Western.Allrightsreserved.14–28PersonalSellingPersonalsalespresentationusedtoinfluenceoneormoreconsumersRetailbasis-inthestoreIndustrialorindividualbasisIdentifytargetmarketContactpotentialcustomersMakethesalespresentationAnswerquestionsClosethesaleFollowupCopyright©2004South-Western.Allrightsreserved.14–29SmallBusinessSurveyWhatSkillsAreNeededtoBeSuccessfulinSales?Exhibit14.4Copyright©2004South-Western.Allrightsreserved.14–30SummaryofTasksInvolvedin

PersonalSellingExhibit14.6Copyright©2004South-Western.Allrightsreserved.14–31SalesPromotionActivitiesintendedtoinfluenceconsumers’purchasebehaviorRebatesPotentialrefundinsuresthatconsumersreceivethemanufacturer’sdiscountCouponsEncouragepurchaseandbuildbrandloyaltySamplingOfferfreesamplestoencourageconsumerstotryanewbrand,productorserviceCopyright©2004South-Western.Allrightsreserved.14–32SalesPromotionActivitiesintendedtoinfluenceconsumers’purchasebehaviorDisplaysAttractconsumerswhoareinthestoreforotherreasonsPoint-of-purchasedisplays---productdisplaysarelocatedincertainareastostimulatepurchasePremiumsGiftorprizeprovidedfreetoconsumerswhopurchaseaspecificproductOfferextraincentivetopurchaseproductTradeShow:

---variousmembersofanindustrygathertodisplay,demonstrate,andsellproductsCopyright©2004South-Western.Allrightsreserved.14–33SampleCouponsCashRefunds“Rebates”PricePacks“Cents-OffDeals”PremiumsAdvertisingSpecialtiesOffersatrialamountofaproductSavingswhenpurchasingspecifiedproductsRefundofpartofthepurchasepricebymailReducedpricesmarkedonthelabelorpackagebyproducerGoodsofferedfreeorlowcostasanincentivetobuyaproductArticlesimprintedwithanadvertiser’snamegivenasgiftsSalesPromotionToolsPatronageRewardsPoint-of-Purchase

PromotionsContestSweepstakesGamesCashorotherawardofferedforregularuseofaproductorserviceDisplaysordemonstrationsatthepointofpurchaseorsaleConsumerssubmitanentrytobejudgedbyapanelConsumerssubmittheirnamesforadrawingConsumersreceivesomethingeachtimetheybuywhichmayhelpthemwinaprizeSalesPromotionToolsCopyright©2004South-Western.Allrightsreserved.14–36PublicRelationsActionstakenwiththegoalofcreatingormaintainingafavorablepublicimageSpecialeventsRaces,marathons,festivalsNewsreleasesBriefwrittenannouncementsprovidedbythefirmtothemediaPressconferencesOralannouncementsprovidedbythefirmtothemediaPublicRelationsFunctionsPressrelationsorpressagencyProductpublicityPublicaffairsLobbyingInvestorrelationsDevelopmentPublicRelationsToolsNewsSpeechesSpecialeventsBuzzmarketingMobilemarketingWrittenmaterialsAudiovisualmaterialsCorporateidentitymaterialsPublicserviceactivitiesCompanyWebsiteCopyright©2004South-Western.Allrightsreserved.14–39OptimalPromotionMixEachpromotionmethodhasadvantagesanddisadvantages.Nosinglemethodisidealforallproducts.Firmsmustdecidewhatpromotionmixisthebest.Copyright©2004South-Western.Allrightsreserved.14–40SummaryofMethodsThatMakeUpthePromotionMixExhibit14.7Copyright©2004South-Western.Allrightsreserved.14–41OptimalPromotionMixFactorsTargetmarketPullversuspushstrategyUsemarketingresearchtoidentifymostfavorablekindsofpromotionPromotionbudgetdependson:PhaseofproductlifecycleCompetitionEconomicconditionsCopyright©2004South-Western.Allrightsreserved.14–42ComparisonofPushandPullStrategiesExhibit14.8Copyright©2004South-Western.Allrightsreserved.14–43Amou