听曹玉廷教授讲营销组合分析.ppt

* * Sales promotion Strengths Supports short-term price reductions Variety of sales promotion tools available Effective in changing short-term behavior Weaknesses Impact may be limited to short-term Price-related sales promotion may hurt brand image Easy for competitors to copy * * 4. Factors that determine the type of promotional tools used There are several factors that should be taken into account in deciding which, and how much of each tool to use in a promotional marketing campaign. * * Resource availability and the cost of each promotional tool Market size and concentration Customer information needs * * * * Promotional mix – comparison Tool Strengths Weaknesses Advertising Large audience, low cost per contact, can modify message Overall expensive, difficult to measure effectiveness Direct mail Effective when using targeted and current mailing list Reaches disinterested parties and considered “junk” Personal selling Tailored to each buyer, immediate buyer response Expensive Telemarketing Immediate feedback and immediate buyer response Often seen as intrusive Word of mouth Inexpensive, has high credibility Difficult to manage Sales promotion Inexpensive, short-term sales increases Non-personal appeal Public relations Creates positive attitude about product/firm Non-personal appeal, hard to measure effectiveness * * Push vs. Pull Push Convince retailers and wholesalers to market the products Pull Convince consumers to ask intermediaries for the products Consumers Retailers Wholesalers * * Why the increase in Sales Promotion? Growing retailer power Declining brand loyalty Increased promotional sensitivity Brand proliferation Fragmentation of consumer market Short-term focus Increased managerial accountability Competition Clutter * * Step 1. Prospecting and Qualifying Identifying and Screening For Qualified Potential Customers. Steps in the Selling Process Learning As Much As Possible About a Prospective Customer Before Making a Sales Call. Step