促銷策略培訓(PPT 40頁)

主要內容
促銷策略
What Is Promotion?
整合營銷/促銷組合Integrated Marketing Communication
The Marketing Communications Mix
Setting the Promotion Mix
Elements in the Communication Process
知覺的選擇性Perception selection
促銷預算 Setting the Total Promotion Budget
Advertising Spending for 1999
促銷組合的影響因素Factors in Developing Promotion Mix Strategies
產品/市場類Type of Product/Market
推或拉的策略Push vs. Pull Strategy
推或拉的策略Push Versus Pull Strategy
消費者購買決策過程Consumer Buying Process
PLC 分析Profit & Sales Life Cycles
What is advertising
廣告的策劃Major Advertising Decisions
營業推廣Sales Promotion
Why the increase in Sales Promotion?
對消費者的營業推廣Consumer Promotion
“Deal Proneness,”Liechtenstein, Burton, & Netemeyer, Journal of Retailing, Summer 1997
貿易促銷手段Trade Promotions
商務促銷工具Business-to-Business Promotion
人員推銷Personal selling
人員推銷的任務Personal selling Tasks
推銷隊伍的結構設計Designing Sales Force Strategy and Structure
銷售隊伍規模Sales Force Size
其他銷售隊伍戰略及結構問題Other Sales Force Strategy and Structure Issues
Team Selling
優秀推銷員的品質Some Traits of Good Salespeople
招募推銷員的建議Recommendations for Recruiting Salespeople
挑選推銷員Selecting Salespeople
推銷員的培訓Training Salespeople
銷售代表的報酬Compensating Salespeople
管理銷售隊伍Supervising Salespeople
銷售人員如何分配時間How Salespeople Spend Their Time
對銷售人員的評估Evaluating Salespeople
公共關係Public Relations
主要的公共關係工具Major Public Relations Tools

..............................