国际市场营销(双语版)9.Promotion

Demand
Push Strategy
Marketing activities
Producer
Demand
Intermediaries
Demand End users
Pull Strategy
Vanessa Chen Applied Foreign Languages Department, PYP
Vanessa Chen Applied Foreign Languages Department, PYP
The Marketing Communications Mix
Advertising Sales Promotion
Public Relations
Any Paid Form of Nonpersonal Presentation by an Identified Sponsor.
Chapter 9 促销策略
Vanessa Chen Applied Foreign Languages Department, PYP
教学目标
Understand the concept of promotion and its strategies
掌握促销的概念,掌握促销组合策略的含义及其影 响因素 Explain the characteristics of advertising,
Vanessa Chen Applied Foreign Languages Department, PYP
Promotion
The main methods of promotion are: advertising (广告), public relations (公共关 系), personal selling (人员推销), and sales promotion (营业推广).
促销组合(Promotional Mix)
又称为沟通组合，是指企业 根据促销的需要，对广告、人员 推销、营业推广和公共关系等各 种促销方式进行适当选择和综合 编配。
Vanessa Chen Applied Foreign Languages Department, PYP
促销组合策略
推式策略 Push strategy 以中间商为促销对象，主要运用人员推销和 营业推广方式，促进中间商接受企业产品， 并积极向最终消费者推销本企业产品。
Type of Product-Market
&
Product LifeCycle Stage
Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels.
personal selling, public relations and sales promotion 理解广告、人员推销、公共关系和营业推广的基本 概念与特点
Vanessa Chen Applied Foreign Languages Department, PYP
Vanessa Chen Applied Foreign Languages Department, PYP
Biblioteka Baidu
推或拉的策略
Push vs. Pull Strategy
Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand.
Strategy Selected Depends on:
Vanessa Chen Applied Foreign Languages Department, PYP
启发
现代市场营销不仅要求企业生产适销对路 的产品,制定合适的价格,建立良好的销售渠 道,还要通过各种方式在企业与目标市场之 间传递有关信息,开展必要的促销活动,激发 顾客购买的欲望,扩大产品的销售.
推拉结合策略 结合推式策略与拉式策略，一方面通过人 员推销和营业推销向中间商进行促销，另 一方面通过广告促销和公共关系方式刺激 目标顾客市场需求。
Vanessa Chen Applied Foreign Languages Department, PYP
影响促销组合的因素
The nature of the product (产品特性) The nature of the market (市场特性) Company resources (公司资源)
拉式策略Pull strategy 以最终消费者为促销对象，主要运用广告、 公共关系等促销方式，吸引和刺激消费者产 生需求，向中间商询购本企业产品，中间商 则在消费者需求的拉动下，向企业采购产品 或增加订货。
Vanessa Chen Applied Foreign Languages Department, PYP
Short-term Incentives to Encourage Trial or Purchase.
Protect and/or Promote Company’s Image/products.
Personal Selling
Personal Presentations.
Vanessa Chen Applied Foreign Languages Department, PYP
推式与拉式策略 人员推销；
对中间商的
销售促进
推式 策略
制造商
营销活动 中间商
需求
最终用户
需求
广告；
对消费者的
营销活动
销售促进
拉式 策略
制造商
需求
中间商
需求
2020/7/27
Vanessa Chen Applied Foreign Languages Department, PYP
最终用户
促销组合策略
Vanessa Chen Applied Foreign Languages Department, PYP
推或拉的策略
Push Versus Pull Strategy
Producer
Marketing
Marketing
activities
Intermediaries
activities
End users