tailieunhanh - Tài liệu truyền thông - Chap15 - Bán hàng khuyến mãi và Vai trò của Promotio Thương mại

1. Hiểu được bản chất và mục đích của doanh chương trình khuyến mãi. 2. Biết các yếu tố là tài khoản cho các tăng đầu tư vào các chương trình khuyến mãi, đặc biệt là những người được thương mại theo định hướng. 3. Nhận biết các tác vụ mà chương trình khuyến mại có thể và có thể không thực hiện. | Sales Promotion and the Role of Trade Promotions CHAPTER 15 Understand the nature and purpose of sales promotions. Know the factors that account for the increased investment in promotions, especially those that are trade oriented. Recognize the tasks that promotions can and cannot accomplish. Appreciate the objectives of trade-oriented promotions and the factors critical to building a successful trade promotion program. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 15– 15– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Comprehend the various forms of trade allowances and the reasons for their use. Be aware of forward buying and diverting and how these practices emerge from manufacturers’ use of off-invoice allowances. Appreciate the role of everyday low pricing (EDLP) and pay-for-performance programs as means of reducing forward buying and diverting. Understand | Sales Promotion and the Role of Trade Promotions CHAPTER 15 Understand the nature and purpose of sales promotions. Know the factors that account for the increased investment in promotions, especially those that are trade oriented. Recognize the tasks that promotions can and cannot accomplish. Appreciate the objectives of trade-oriented promotions and the factors critical to building a successful trade promotion program. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 15– 15– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Comprehend the various forms of trade allowances and the reasons for their use. Be aware of forward buying and diverting and how these practices emerge from manufacturers’ use of off-invoice allowances. Appreciate the role of everyday low pricing (EDLP) and pay-for-performance programs as means of reducing forward buying and diverting. Understand nine empirical generalizations about promotions Chapter Objectives (cont’d) After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 15– 15– © 2010 South-Western, a part of Cengage Learning. All rights reserved. The Nature of Sales Promotion Sales Promotion Is any incentive that is additional to the basic benefits provided by the brand and temporarily changes its perceived price or value Is short-term oriented and capable of influencing behavior because it offers buyers superior value and can make them feel better about the buying experience 15– © 2010 South-Western, a part of Cengage Learning. All rights reserved. The Nature of Sales Promotion (cont’d) Purposes of Sales Promotion To induce the trade (wholesalers and retailers) or consumers to buy a brand To encourage the manufacturer’s sales force to sell a brand aggressively To encourage immediate, desired shopping and purchasing behaviors from their .