Sales Promotion產品促銷
1. Sales promotion consists of those promotional activities other than advertising, personal selling, and publicity. As such, any promotional activities that do not fall under the other three activities of the promotion mix are considered sales promotion. The trade often uses the term indiscriminately. Businesspersons may use the term “promotion” when they actually mean “sales promotion.” For purpose here, promotion is a broad term that encompasses sales promotion as well as the other three promotional activities.
1、產品促銷指的是不同于廣告、個人銷售和宣傳的推銷活動。因此，不屬于以上三種推銷活動的推銷活動都被認為是促銷。實際生活中經(jīng)常不加區(qū)分地使用這一概念。商務人員在說“推銷”時，實際上指的是“促銷”。本文中，推銷是一個廣義的概念，它包括促銷以及其他三種推銷活動。
2. The techniques of sales promotion are varied and numerous. The common ones used are coupons, sweepstakes, games, contests, price-offs, demonstrations, premiums, samples, and money refund offers. A combination of these can be used and sometimes is used in the same campaign.
2、推銷的手段多種多樣，數(shù)不勝數(shù)。普遍運用的手段有附在商品上的贈券、各種抽獎活動、游戲、競賽、降價銷售、產品示范、各種獎勵、樣品試驗以及錢款返還承諾等等。在同—推銷活動中，多種手段可以結合使用，有時也確實結合使用。
3. Sales promotion is temporary in nature. Not being self-sustaining, its function is to supplement advertising, personal selling, and publicity. To launch Budweiser beer in Great Britain, Anheuser-Busch employed the “American” theme. Its TV commercials on the 4th of July and Thanksgiving Day were spots filmed in California with American actors. To supplement its advertising effort, the company used a variety of sales-promotion techniques. It made posters, bunting, flags, pennants, T-shirts, and sweatshirts available to pubs and discos for promotional parties. Bud ashtrays, bar towels, coasters, football pennants, and similar items were offered for sale. Moreover, American disc jockeys were brought in to program American music nights.
3、從本質上說，促銷活動具有時間短暫的特點。由于其本身沒有自我持續(xù)的能力，它的作用就是作為廣告、個人銷售和宣傳等推銷活動的補充。為了將百威啤酒打入英國市場，Anheuser-Busch運用了“美國”主題。7月4日和感恩節(jié)的電視廣告播的都是美國演員在加利福尼亞拍攝的場景。為了加強廣告力度，該公司運用了大量的促銷手段，如制作海報、裝飾旗和三角旗等各種旗幟以及體恤衫和汗衫等供促銷團體出入酒吧和迪斯科夜總會。同時它還制作煙灰缸、酒吧餐巾、杯墊子、杯托子、足球賽用的三角旗以及諸如此類的物品用于銷售。此外，該公司還專門邀請電臺的音樂節(jié)目主持人開辦美國音樂之夜。
4. Sales promotion is not restricted to the stimulation of demand at the consumer level. It may be used to gain middlemen's support as well. In Order to get Thai middlemen to carry Foremost's dairy products, the company used leasing and conditional sales contracts to provide small retail outlets' and restaurants with freezers for $1 if contract terms were met. Foremost also had to convince these resellers not to store other products in the freezers and not to unplug freezer units at night to save electricity.
4、促銷不僅局限于拉動消費者的需求，也可以用來贏得中間商的支持。為了使泰國的中間商銷售其乳制品，F(xiàn)oremost公司運用租賃和有條件銷售合同以一美元的價格向那些零售小商店和飯店提供冰柜，條件是要滿足合同條款。同時，該公司還得說服這些轉賣商不要在冰柜中儲存其他產品，并且不要為了省電而在夜間拔去冰柜插座。
5. The use of sales promotion is not limited to consumer products. It can be used with industrial selling too. Misawa Homes promoted its House 55 by sending samples to U.S. Homes and Germany's Okal. Pfizer, like other drug firms, attracts drug wholesalers by sponsoring trips and other events. Gifts are given to doctors, and doctors' wives are taken on shopping tours.
5、促銷手段的運用不僅僅限于消費品，它也可以用于工業(yè)銷售。MisawaHomes為了推銷其House55產品而向美國的Homes公司和德國的Okal公司寄送樣品。與此類似，Pfizer公司同其他藥品公司一樣，通過組織旅游和其他活動來吸引藥品批發(fā)商。他們向醫(yī)生們贈送禮品，而且組織醫(yī)生的夫人們進行購物旅游。
6. The popularity of sales promotion has grown steadily both in the United States and overseas. A survey of executives conducted by Stimulus, Canada's leading advertising journal, revealed a shift from media advertising to sales promotion. Compared with five years ago, three of five firms had moved to spend more of their advertising budget on such nonmedia alternatives as trade shows, point-of-purchase displays, and publicity. According to a POPAI （Point-of- Purchase Advertising Institute） -Du Pont study of shopping behavior in the United States, almost 70 percent of all non-food purchases in supermarkets are generated by in-store decisions. If the same decision-making pattern is prevalent outside the United States, sales promotion should prove to be just as indispensable.
6、無論是在美國還是在海外，促銷活動越來越受人青睞，而且勢頭強勁。加拿大首屈一指的廣告雜志Stimulus對公司經(jīng)理們的一項調查表明，他們已從媒體廣告轉向促銷活動。同五年前相比，有五分之三的公司開始在廣告預算中增加對非媒體手段的投入，如交易展銷、買點展示和宣傳。根據(jù)買點廣告機構和杜邦公司對美國人購物行為所作的一項調查。在超市里所有非食品購買行為中，幾乎有70％源自顧客在超市內的臨時決定。如果這種購物方式能在美國以外的其他地方盛行開來，那么，將證明促銷活動同樣是必不可少的。
7. Sales promotion is effective when a product is first introduced to a market. It also works well with existing products that are highly competitive and standardized, especially when they are of low unit-value and have high turnover. Under such conditions, sales promotion is needed to gain that “extra” competitive advantage. A Japanese firm created a great deal of excitement in Thailand by including game cards in its detergent boxes, and consumers could not resist buying more and more in search of the winning cards, Likewise, most gas stations in Thailand at one time gave free washcloths with a gas fill-up. Middlemen were also allowed to participate in the sales-promotion program. Stores were informed of the display, and their salespeople or sales clerks were made aware of the program and benefits.
7、當某種產品首次進入一個市場時，促銷活動是相當有效的。如果產品本身極具競爭力，而且比較規(guī)范，那么，促銷也適用于現(xiàn)有產品。尤其是如果這種產品單價較低而且流通量大。在這種條件下，就需要促銷以贏得額外的競爭優(yōu)勢。一家日本公司通過將游戲紙牌裝在其洗滌劑盒子中，結果在泰國引起轟動效應。消費者情不自禁，越買越多，希望得到勝張。與此類似，在泰國大多數(shù)加油站，顧客每加一次油，即可免費得到一塊清洗布。中間商同樣可以參加促銷活動。經(jīng)銷商店及時了解產品展示信息，商店的銷售人員和職員對這些活動及其利益一清二楚。
8. The effectiveness of sales promotion can be tempered by psychological barriers, and this fact is applicable to middlemen as well as consumers. Some foreign retailers are reluctant to accept manufacturers' coupons because they fear that they will not be reimbursed. Consumers, on the other hand, may view rebates, mail-in coupons, and money-back guarantees with suspicion, thinking that something must be wrong with the product.
8、無論是中間商還是消費者，只要有了心理障礙，便會使促銷活動的效果打折扣。有些國外零售商不大愿意接受產品廠家附在其商品中的贈券，因為他們擔心這些贈券中的款項無法返還。另一方面，消費者可能對折扣、郵寄來的贈券和返還款項的承諾持懷疑態(tài)度，他們會認為，這樣的產品肯定有問題。
9. Much like many other marketing aspects, sales-promotion methods may have to be modified. The techniques employed, to be effective, should be consistent with local preference. Philips offered a set of dominoes as a premium for electricity purchase in Brazil, where the game is national pastime and electrical products are treated as commodities. A player holds the colored side up to prevent an opponent from seeing the dotted numbers side. Since the company's name was on the back of every domino, electricians were often reminded of the brand.
9、促銷方法同營銷的其他許多方面極為相似，應該加以改進。要使所運用的手段產生作用，就應使它同當?shù)叵M者的喜好相一致。電力在巴西是視為商品，而在該國，玩骨牌是一項全國性的娛樂活動，飛利浦公司即在那里推出一套骨牌作為購買電力的獎品。一方要將骨牌反摳，使彩色的一面朝上，這樣，對方就看不見帶點數(shù)的那一面。由于每張骨牌的反面印有飛利浦公司的名稱，電工們便會經(jīng)常想起這種品牌的產品。
