促销策略培训(PPT 40页)

主要内容
促销策略
What Is Promotion?
整合营销/促销组合Integrated Marketing Communication
The Marketing Communications Mix
Setting the Promotion Mix
Elements in the Communication Process
知觉的选择性Perception selection
促销预算 Setting the Total Promotion Budget
Advertising Spending for 1999
促销组合的影响因素Factors in Developing Promotion Mix Strategies
产品/市场类Type of Product/Market
推或拉的策略Push vs. Pull Strategy
推或拉的策略Push Versus Pull Strategy
消费者购买决策过程Consumer Buying Process
PLC 分析Profit & Sales Life Cycles
What is advertising
广告的策划Major Advertising Decisions
营业推广Sales Promotion
Why the increase in Sales Promotion?
对消费者的营业推广Consumer  Promotion
“Deal Proneness,”Liechtenstein, Burton, & Netemeyer, Journal of Retailing, Summer 1997
贸易促销手段Trade Promotions
商务促销工具Business-to-Business Promotion
人员推销Personal selling
人员推销的任务Personal selling Tasks
推销队伍的结构设计Designing Sales Force Strategy and Structure
销售队伍规模Sales Force Size
其他销售队伍战略及结构问题Other Sales Force Strategy and Structure Issues
Team Selling
优秀推销员的品质Some Traits of Good Salespeople
招募推销员的建议Recommendations for Recruiting Salespeople
挑选推销员Selecting Salespeople
推销员的培训Training Salespeople
销售代表的报酬Compensating Salespeople
管理销售队伍Supervising Salespeople
销售人员如何分配时间How Salespeople Spend Their Time
对销售人员的评估Evaluating Salespeople
公共关系Public Relations
主要的公共关系工具Major Public Relations Tools

 

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