第14章：全球性销沟通决策促销人员销售与.pptVIP

? 2005 Prentice Hall 14-* 建立高品質的銷售關係 ? 2005 Prentice Hall 14-* 銷售現場策略的六個步驟 接近 銷售現場 展示 談判 成交 售後服務 ? 2005 Prentice Hall 14-* 售 後 服 務 建議銷售 全程追蹤 以電話追蹤連絡 ? 2005 Prentice Hall 14-* 銷 售 人 員 國 籍 外派行銷人員。 任用當地人才。 第三國籍之銷售人員。 其他。 ? 2005 Prentice Hall 14-* 行銷溝通的特殊形式 直效行銷 直接郵件 型錄 商品資訊節目與電視購物 事件贊助 活動贊助 產品置入影片中、電視或其他節目 ? 2005 Prentice Hall 14-* 直效行銷 直效行銷是任何一種可以對顧客或接受該商家服務者，作出回應的溝通形式： 訂單 深入諮詢的要求 以及/或親自上門到店家裡購物的客人作出反應 ? 2005 Prentice Hall 14-* 大 眾 行 銷 大眾行銷服務是根據人口、心理及行為的共同性特徵，來設定於廣泛的消費者。 ? 2005 Prentice Hall 14-* 比較直效行銷和大眾行銷 ? 2005 Prentice Hall 14-* 一對一行銷 以客戶關係管理為前提―― 認識不同的顧客並且累積有關他們的詳細資料。 區分不同的顧客並且依他們對公司的價值來排列。 與顧客互動，並發展出具成本效益且有效的互動方式。 依照不同的顧客量身訂作所提供的服務，亦即，提供個人化的郵寄傳單。 ? 2005 Prentice Hall 14-* 型錄 是一本雜誌形態的印刷品﹐裡面有關於某家公司產品的照片、圖片和鉅細靡遺的資料。 * Nonprice promotions may take the form of free samples, premiums, “buy one, get one free” offers, sweepstakes, and contests. Consumer sales promotions may be designed to make consumers aware of a new product, to stimulate nonusers to sample an existing product, or to increase overall consumer demand. Trade sales promotions are designed to increase product availability in distribution channels. At many companies, expenditures for sales promotion activities have surpassed expenditures for media advertising. At any level of expenditure, however, sales promotion is only one of several marketing communication tools. Sales promotion plans and programs should be integrated and coordinated with those for advertising, public relations, and personal selling. * These factors must be taken into account when determining the extent to which the promotion must be localized. * Regulations for Coupon distribution for various countries. * Marc Pritchard, vice president of global cosmetics and personal care at Procter Gamble, noted recently, “The most fundamental thing that consumers want to do is try before they buy.” The average cost-per-sample for such promotional programs can range from 10 cents to 50 cents; 2