研究生商务英语课件4.pptVIP

Unit4 Promotion Promotion Promotion is about companies communicating with customers. Promotion Promotion mix Advertising Personal selling Sales promotion Public relations Publicity Advertising Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Informative advertising Persuasive advertising Reminder advertising To inform To persuade To remind Personal selling Prospecting and qualifying Preapproach Approach Presentation and demonstration Handling objections Closing Follow-up Sales promotionshort-term incentives to encourage the purchase or sale of a product or service. Whereas ad. And personal selling offer reasons to buy a product or service, sales promotion offers reasons to buy now. Objectives: to increase short-term sales, to build long-term market share. Sample Coupon 赠券 Cash refund offer Discount Allowance … Public relations News Speeches Special events: news conferences, press tours, grand openings, firework displays, laser shows, hot air balloon releases, multimedia presentations, educational programs… Obtaining favorable publicity Handling unfavorable events Advantages Disadvantages Advertising Good for building awareness Effective at reaching a wide audience Repetition of main brand and product positioning helps build customer trust Impersonal - cannot answer all a customers questions Not good at getting customers to make a final purchasing decision Advantages Disadvantages Personal Selling Highly interactive (excellent for communicating) Relationships can be built up Costly - employing a sales force has many hidden costs Not suitable if there are thousands of important buyers Advantages Disadvantages Sales Promotion Can stimulate quick increases in sales Good short term tactical tool If used over the long-term,