对外经济贸易大学：《营销学原理》精品课程教学资源（授课教案）Session 17 Sales Promotion and Public Relations

17-1 Principles of Marketing Session 17 Sales Promotion and Public Relations Text:Chapter 15 制计价蜀易大孝 国际商学院市场营销学系

Principles of Marketing Sales Promotion and Sales Promotion and Public Relations Public Relations 17 － 1 17 － 1 Session 17 Text: Chapter 15

Outline 17-2 I.Sales Promotion II.Public Relations 尉纤价蜀多大孝 国际商学院市场营销学系

Outline I. Sales Promotion I. Sales Promotion II. Public Relations II. Public Relations 17－2 17－2

17-3 I.Sales Promotion 制卧经价蜀易大考 国际商学院市场营销学系

I. Sales Promotion I. Sales Promotion I. Sales Promotion 17 － 3 17 － 3

1-1 Sales Promotion Defined 17-4 A mass communication technique that offers short-term incentives to encourage purchase or sales of a product or service. Offers reasons to buy now. --Kotler Armstrong 制计价蜀易大孝 国际商学院市场营销学系

A mass communication technique that offers short-term incentives to encourage purchase or sales of a product or service. Offers reasons to buy now. -- Kotler & Armstrong I-1 Sales Promotion Defined 17 － 4 17 － 4

I-2 Sales Promotion Areas 17-5 Business Promotion Sales Promotion Trade Areas Promotion Consumer Promotion 制计价蜀易大孝 国际商学院市场营销学系

Business Promotion Business Promotion Trade Promotion Trade Promotion Consumer Promotion Consumer Promotion Sales Promotion Areas 17－5 17－5 I-2 Sales Promotion Areas

1-3 Sales Promotion Tools 17-6 Contests and games of skill and chance >Point-of-Purchase Patronage Rewards >Advertising Specialties >Premiums Cents-off deals or Price Packs Cash-back offers Redeemable coupons Samples 国际商学院市场营销学系

17－6 17－6 ¾ Contests and games of skill and chance ¾ Point-of-Purchase ¾ Patronage Rewards ¾ Advertising Specialties ¾ Premiums ¾ Cents-off deals or Price Packs ¾ Cash-back offers ¾ Redeemable coupons ¾ Samples I-3 Sales Promotion Tools

17-7 1-4 Developing Sales Promotion Programs Developing Implementing Evaluating 制卧经价蜀易大考 国际商学院市场营销学系

17 － 7 17 － 7 I-4 Developing Sales Promotion Programs Developing Implementing Evaluating

1-5 Objectives of Consumer Promotion 17-8 Obtaining trial and repurchase Increasing consumption of an established brand > Defending current customers Targeting a specific market > Enhancing advertising and marketing efforts 制卧经价蜀易大考 国际商学院市场营销学系

¾ Obtaining trial and repurchase ¾ Increasing consumption of an established brand ¾ Defending current customers ¾ Targeting a specific market ¾ Enhancing advertising and marketing efforts 17－8 17－8 1-5 Objectives of Consumer Promotion

17-9 1-6 Consumer Promotions Samples Coupons >Premiums >Contests/sweepstakes Refunds/rebates Bonus packs Price-offs Event sponsorship 制卧经价蜀易大考 国际商学院市场营销学系

I-6 Consumer Promotions ¾ Samples ¾ Coupons ¾ Premiums ¾ Contests/sweepstakes ¾ Refunds/rebates ¾ Bonus packs ¾ Price-offs ¾ Event sponsorship 17 － 9 17 － 9

1-7 Objectives of Trade Promotions 17-10 Obtain distribution for new products ● Maintain trade support for established brands Encourage retailers to display established brands o Build retail inventories 制计价蜀易大孝 国际商学院市场营销学系

z Obtain distribution for new products z Maintain trade support for established brands z Encourage retailers to display established brands z Build retail inventories 17－10 17－10 I-7 Objectives of Trade Promotions