影响促销效果因素.docVIP

影响促销效果的因素 、促销管理要务 Consumer price promotions 消费者价格优惠 Aimed to boost trial, pull consumers away from competitors, develop brand loyalty, encourage consumer stocking up with extra product. 目的在于促进试用，把竞争对手的顾客抢过来，增进对品牌的忠心度，鼓励消费者贮存超量货品。 Including multi-packs, bonus pack. 包括多包装，增值包装。 Consumer contest 消费者有奖竞赛 Normally designed to increase display, trial, usage, loyalty and brand awareness. 通常设计来提高陈列，产品试用，消费，忠心度及品牌知名度。 Consumer premium offer 为消费者提供赠品 Usually offer low cost items for a number of product purchased or reduced price for the premium item aimed at increasing trial, display, usage and produ