国际商务管理 Topic 11-12ppt课件

.
6
1. advertising
Advertising media
Some advantages
Some disadvantages
Television
• Creative and attracting attention • Reach vast audience and quickly • Vivid and impressive
❖ 2. Create Interest and Stimulate Demand – The right promotion can reach a target audience group and draw their interest. It can also
❖ drive customers to make a purchase. Thus Increasing your average Guest Expenditure
.
3
ห้องสมุดไป่ตู้
Definition of promotion
❖ Promotion is the attempt to draw attention to a product in order to gain new customers of retain existing customers.
❖ Generally, promotion is communicating with the public in an attempt to influence them toward buying your products and/or services.
❖ Distribution channel ❖ Agent ❖ Supermarket ❖ Hypermarket ❖ Department stores ❖ Shopping center or mall ❖ Second-hand shop ❖ Direct marketing ❖ Catalogues selling
❖ 3. Reinforce the Brand: to remind of or improve the image of the business rather than the product
❖ 4. Build up confidence in the product for existing customers, and Build Larger Parties
.
5
Methods of promotion
❖ 1. advertising ❖ 2. direct mailing ❖ 3. exhibition and trade fairs ❖ 4. sales promotion ❖ 5. merchandising ❖ 6. personal selling ❖ 7. public relations
very expensive short-lived message Less-detailed
Newspaper
• wide coverage • cheaper than TV • details of products provided
not colorful
no sound and movement
❖ To learn different categories of distribution channels including directly selling, retailer, wholesaler and agent, and so on.
❖ To master some useful phrases and expressions concerning business activity in English
Magazines
• color advertisements possible
❖ How does promotion differ from advertising? Promotion is the broader, all inclusive term. Advertising is just one specific action you could take to promote your product or service. Promotion, as a general term, includes all the ways available to make a product and/or service known to and purchased by customers and clients.
Topic 11 & 12
Marketing
.
1
❖ Time arrangement: 2 periods ❖ Aims:
❖ To introduce the definition of promotion and various methods of promotion in marketing management.
.
4
Objectives of promotion:
❖ 1. Build Awareness and provide information: to make customers aware of the product, or to assist customers in the search stage of the purchasing process.
.
2
Key words and phrases
❖ Methods of promotion ❖ Trade fairs ❖ Personal selling ❖ Direct mailing ❖ Advertising media ❖ Product endorsement ❖ Competitions ❖ Free gifts ❖ Special credit terms ❖ Rewards cards ❖ Press conferences ❖ Coupon 优惠券