第六章市场营销咨询资料.ppt

* * * * * * * The Marketing Communications Mix This CTR relates to the material on pp. 422-423. Tools of The Marketing Communications Mix Advertising. Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising often utilizes mass media and may be adapted to take advantages of a given mediums strengths to convey information. Sales Promotion. Sales promotions consist of short-term incentives to encourage purchase of sales of a product or service. Limited time offers or dated coupons are common sales promotions. Public Relations. Public relations is an on-going process of building good relations with the various publics of the company. Key elements in the process are obtaining favorable publicity, building and projecting a good corporate image, and designing an information support and response team to respond proactively to unfavorable rumors, stories, or events. Personal Selling. Personal selling describes the use of oral presentations in a conversation with one or more prospective buyers for the purposes of making a sale. Personal selling combines product information and benefits with the interpersonal dynamics of the sales person. Good interpersonal relationship skills and effective oral communication skills are needed for personal selling. Direct Marketing. Directed communications with carefully targeted individual consumers to obtain an immediate response. * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * 选择渠道成员 搜索 地区优秀前十名 资金能力前十名 销售数量前十名 零售数量前十名 沟通 业务代表拜访，了解情况 业务负责人拜访，商谈合作 业务代表签约、供货 从业年限；经营品种；发展前景；业绩；声望；合作态度；客户类型… 激励渠道成员 处理与经销商关系的五种基本力量 强制力量：威胁停止供货或终止合作关系 报酬力量：为中间商执行的特定任务给与额外报酬 法律力量：凭借合同要求中间商完成某项任务 专家力量：给与中间商培训或其他支持，帮助其提高经营业绩 其他力量：如特许经营权 评价渠道成员 制造商应定期评价中间商的业绩，包括： 销售配额完成情况； 平均存货水平； 送货时间； 促销合作情况； 对客户提供的服务情况； ………… 海尔分销结构的变化 变化 原因 公司组织结构变化，各地营销中心整合为工贸公司 1984-1997 1997 逐步建立零售为主的销售渠道； 同时也自然形成了一些销售大户 开