从几则案例谈促销误区（Talking about the misunderstanding of promotion from several cases）.docVIP

从几则案例谈促销误区（Talking about the misunderstanding of promotion from several cases） Promotion is a stage of dynamic marketing, and it is an auxiliary means of enterprise image display. Whether you do price promotions, gift promotions or portfolio promotions. We should attach great importance to the standardization of sales promotion process, promotion is not a promotion, it will affect the corporate image and consumer loyalty to the product. A successful promotion can deepen customers sense of identity to the enterprise. It is not only the product itself, but also the recognition of the enterprise and brand that is the ultimate goal of the promotion. However, in the promotion of the real process, many companies just over the pursuit of short-term benefits, in order to obtain consumer loyalty and petty profits, and regardless of the sustainable development of enterprises. First, the pursuit of sensationalism, promises can not be honored In November 22, 2002, Shenzhen Mingkeda appliance center announced 1000 super cheap to sell a variety of home appliances, including radio 0 yuan sales, air-conditioning sales of 1 yuan, 9 yuan mobile phone 1. Once the news was announced, there was a great uproar in the society, and Shenzhen consumers flocked to the night. To 9 that night, the scene of consumers queuing up to more than 200 people, many of them from outside the territory of the consumer. By 1 in the morning, the consumers arrived at the peak, and the number of people in line at the entrance of the shopping mall was estimated to have reached over 1000. Among them, there are two consumers specially holding a quilt arrived, can be described as enough to do the preparatory work. On the morning of 23 to 9, Mingkeda appliance center in front of consumers is the collection of a dark, preliminary estimates as many as 5000 people. 10:30 or so, seeing the situation difficult to control, the parties quickly mobilized more than 100 riot police and more than 600 security officers rushed