国际商务洽谈口语教程Unit 2 Creating effective promotion stratgies.ppt

Unit 2 Creating effective promotion strategies Promotion Mix To promote your products, a marketing specialist should specify how much attention to pay to each of the four subcategories(Advertising, Personal Selling, Sales Promotion and Public Relation) how much money to budget for each Major consideration: costs effectiveness Promotion Mix A promotional plan can have different objectives: Sales increases special discounts for more sales New product acceptance free samples Creation of corporate image advertising brand only Positioning priced higher or lower than a competing product Advertising More suitable for following circumstances: Consumer products A large number of consumers Low value or low price Low tech low complexity Examples: food, cosmetics,clothing, home appliances Advertising Budget Budgeting: Predict how much nomey you need for advertsing for next year Make a report How much can your company allocate for the purpose What kinds of media do you choose TV, Newspaper, Sports events? etc Personal Selling Personal selling occurs where an individual salesperson sells a product, service or solution to a client. More suitable for following circumstances: Hi-tech products, High complexity Hi-value products Face to face communication User requirements and solution Strong client relation Examples: ATMs, Machinery, Large computer systems, …. Personal selling What is your target sales? What resources do you need to meet the sales target? How do you predict the market? How many sales reps do you need? How big is the territory for each sales rep? How many regional offices do you need? Sales Promotion Sales promotion may include: Coupons ticket or document that can be exchanged for a financial discount or rebate when purchasing a product Free samples Buy one-get-one free package Bonus points an extra amount of money designed to encourage more spending Trade shows or exhibitions maybe placed under another