认清促销

<正> 物质不断丰富,市场充分竞争,消费充满诱惑,促销无处不在。上到天上机票打折,下到地铁里程积分,大到国家招商推广,小到个人穿衣吃饭,优惠、抽奖、赠送,各种促销潜入人们消费购物的各个角落,成为人们日常生活中不可缺少的一部分。难怪有人惊呼,中国消费已经步入了促销时代!促销(Promotion)作为营销4P 中的重要一环,随着中国市场经济的增长而日益成熟和     

诱导促销的创意探讨

在当今的中国市场上,大部分产品供过于求,很多企业要通过诱导才能促销,就是因为大多数消费者的需求是潜在的。如何从创意下功夫,恰当运用诱导促销策略,达到企业的预期效果,为企业的营销拓展思路,是企业需要考虑的问题。     

真功夫:用创意为促销加分

促销有许多种,尤其是在现在的经济形势下,更需要做出技巧。尽管快餐行业受到的冲击不大,消费者却在心理上已经谨慎对待每一笔花销,那么,商家除了简单地降价之外,还有没有更好的办法,既能吸引更多的消费者,又能不损害自己的利益？     

超市促销的问题透析

超市的迅速发展在给百姓生活带来方便的同时,彼此之间的竞争也日益激烈.为了扩大销售额,吸引更多的消费者前来购物,各超市纷纷使出浑身解数,采取各种营销手段,而促销恰恰是各种营销手段中不可缺少的,促销管理也就成为超市营销管理的重要部分.     

促销请注意

促销方案设计不要过于复杂一个销售经理沮丧地对我说:他正在进行的一项促销活动没有成效。活动已经进行了一段时间了,市场没什么特别反应,不知道为什么。他给我介绍促销方案:消费者每买1包产品,就可获得1张刮刮卡,平均每3张刮刮卡中有1张可奖得1包同样的产品。这个促销方案的促销力度够大了,为什么消费者不买账?销售经理告诉我,他检查了上海的8个促销现场,从人员的安排和现场的布置都没有问题。我告诉他,问题出在你这个方案上:简单问题复杂化了。我分析道:你这个方案的促销成本实际上占你的当期销售额的四分之一,促销的力度没有问题,但是消费者怎样才能拿到你的促销品呢?消费者必须先弄明白你的方案是怎么回事,然后再问刮刮卡是怎么个玩艺儿,买了你的产品后再去刮里面的刮刮卡,刮完刮刮卡后再对号,再兑奖。     

中外商场促销创意大比拼

企业最可贵的就是赚钱的创意,现代的商场,是最需要创意的市场。谁有创意,谁就是市场上的优胜者,而这种创意往往来自于\"换个方式\"思考问题的结果     

创意美图将改变网络广告未来

现在互联网日渐风行,尽管它还称不上是主导势力,但毫无疑问已经成为广告的重要渠道之一。与此同时,创意人仍然在努力发掘自己在媒介的潜能,希望在线网络能够成为今后创新的前沿阵地,但是至今未发现最有效的模式来实现它。     

特价促销实战难题破解

如果大卖场一定要在这个月的所有周末都拿你的产品开刀进行特价促销,除了仰天长叹之外,我们还能做什么?     

Allocating a Promotion Budget between Advertising and Sales Contest Prizes: An Integrated Marketing Communications Perspective

This paper develops and analyzes a normative model for allocating a fixed, short-term promotion budget between product advertising and prizes of a rank-order sales contest for a homogeneous sales force when sales are driven by both personal selling effort and advertising. The model provides insights into how the optimal budget allocations vary with the synergy between advertising and selling effort, sales force size, salesperson risk-tolerance, perceived cost of effort, selling effectiveness and sales response uncertainty. The analysis highlights the need for and value of close coordination between marketing and sales management in designing a promotion program involving both advertising and sales force incentives.     

The Future of Creativity In Advertising

In the rapidly changing marketing environment, more attention is being placed on media than on message factors. Creativity, which has been shown to impact the success of a product seems to be receiving secondary attention from marketers. This research discusses the value of creative advertising, and why marketers may be less focused on message strategies. The study concludes that creativity is not dead, and will continue to remain an important factor in marketing communications into the future.     

推销影响力缺乏的原因及对策分析

推销是一项非常具有挑战性的工作,推销员在推销过程中经常面对各种推销困境。从心理学的角度来探讨,推销困境产生的根本原因是推销员对潜在消费群体缺乏影响力。推销中缺乏影响力的主要原因有难以激发客户产生回报的责任感,缺乏运用客户一致性心理的技巧,不能获得客户的喜好等,因此应从唤起客户产生回报的责任感,激发客户做出发自内心的承诺,掌握多方面信息以迎合客户的喜好等方面,塑造推销影响力。     

国外商业促销行为的立法规范及启示

促销具有促进商业成长、增加就业机会、刺激经济发展的积极作用,不当的促销行为则会破坏公平竞争的市场环境,损害消费者和其他经营者的合法权益,甚至造成比较严重的社会危害后果。对于商业促销行为,我国应在借鉴两大法系相关国家成功立法模式和经验的基础上,建立起内容全面、结构严密的多层次立法体系。     

浅析物流信息技术在网络销售中的应用

随着近年来电子商务如火如荼的发展,网商数量不断增多,网络销售规模日益壮大,给我们的生活带来了全新的模式,但传统的物流模式严重地制约了网络销售的快速发展,希望通过分析网络销售物流技术的现状及存在的问题,力争利用先进的现代物流信息技术为电子商务存在的物流问题提供有效的解决方案。     

The Effectiveness of Sales Promotion Tools among Indian Consumers: An Empirical Study

Marketers use sales promotions to boost sales. Sales promotion tools vary in their effectiveness to elicit different sales responses. Companies have a specific goal when they choose to use any promotional tool. Many researchers believe that sales promotions are zero sum game. Unlike in the West, in India brand loyalists outnumber price buyers by 200%. This paper investigates the effectiveness of select sales promotional tools in generating different buying behaviors. The study reveals that sales promotions, in India, do not help in category expansion. They are effective measures for inducing brand switching, stock piling, and purchase acceleration.     

Consumer Self-Confidence in Wine Consumers: The Role of Knowledge-Based Factors

This study uses the Wine Self-Confidence Scale (WSCS) with a sample of 297 customers of ABC Fine Wine and Spirits, a Florida-based retailer, to examine aspects of self-confidence in wine purchasing. The results indicate that two knowledge-based self-confidence factors (information knowledge and persuasion knowledge) were predominant for these consumers. The study showed strong support for the WSCS, which was developed as a measure of self-confidence in wine buying by Olsen, Thompson, and Clarke (2003) and how these relate to reliance on personal experience.     

An Exploratory Study of the Impact of Non-Commodity-Specific Agricultural Promotion Campaigns on Consumer Purchasing Patterns

Abstract

The purpose of this study was to explore the possible impact of the “California Grown” campaign on consumer purchasing patterns. This advertising and public relations program was designed to encourage residents of the State to purchase more agricultural products grown in California.

The analysis reviewed the results of various market research studies conducted before, during, and after the Campaign and evaluated the extent to which the Campaign may have resulted in increased purchasing of agricultural products grown in California. The findings suggest that the advertising and public relations efforts had favorable/positive impacts on consumer attitudes, preferences for, purchase intent, and purchase action among those who were aware of the Campaign.     

Weathering Tight Economic Times: The Sales Evolution of Consumer Durables Over the Business Cycle

Despite their obvious importance, not much marketing research focuses on how business-cycle fluctuations affect individual companies and/or industries. Often, one only has aggregate information on the state of the national economy, even though cyclical contractions and expansions need not have an equal impact on every industry, nor on all firms in that industry. Using recent time-series developments, we introduce various measures to quantify the extent and nature of business-cycle fluctuations in sales. Specifically, we discuss the concept of cyclical volatility, and derive a dynamic comovement elasticity between the economy as a whole and the cyclical fluctuations in various performance series. To further enhance our understanding of how consumers adjust their purchasing behavior across different phases of the business cycle, two other notable features related, respectively, to the relative size of the peaks and troughs and the rate of change in upward and downward parts of the cycle, are explicitly considered. Of specific interest in this respect are the notion of deepness and steepness asymmetry. We apply these concepts to a broad set (24) of consumer durables, for which we analyze the cyclical sensitivity in their sales evolution. In that way, we (i) derive a novel set of empirical generalizations, and (ii) test different marketing theory-based hypotheses on the underlying drivers of cyclical sensitivity.Consumer durables are found to be more sensitive to business-cycle fluctuations than the general economic activity, as expressed in an average cyclical volatility of more than four times the one in GNP, and an average dynamic comovement elasticity in excess of 2. This observation calls for an explicit consideration of cyclical variation in durable sales. Interestingly, the combined evidence across all durables suggests that asymmetry is present in the speed of up- and downward movements, as durable sales fall much quicker during contractions than they recover during economic expansions. Finally, key variables related to the industrys pricing activities, the nature of the durable (convenience vs. leisure), and the stage in a products life cycle tend to moderate the extent of cyclical sensitivity in durable sales patterns.     

The Effects of Coupon Promotion on Repeat Visits in Restaurants

Abstract

Will customers' intention to return to a restaurant increase with coupon promotion? To answer this question, this study examines the hypothetical effects of coupon promotion on return visits to restaurants. Based on a literature review, three hypotheses were developed to test the effect of a coupon, its face value, and a patron's prior dining experience on return intention. The authors found that neither coupon use nor coupon face value contributed to explaining respondents' return intentions. However, repeat customers have a greater likelihood of returning to the restaurant than new customers. The study also showed that the quality of food and service were key indicators of return intention.