Promotion is to strengthen communication with consumers at the right time, in the right place, in the right way and with the right intensity. Promote consumers' buying behavior. Promotion can be divided into generalized promotion and narrow promotion. In a broad sense, promotion refers to "promotion combination", which refers to various sales tools and methods used comprehensively to achieve the purpose of consumers' buying behavior, including "personnel promotion", "advertising promotion", "public relations promotion" and "consumption activities". In a narrow sense, promotion refers to all marketing activities that can be carried out outside of advertising, personnel promotion and public relations promotion, and can be purchased by customers or traded by dealers. Including consumption promotion, channel promotion and business promotion (incentive).

What is the definition of promotion?

I. Significance and Function of Promotion (I. Concept of Promotion)

Enterprises transmit information in two-way between target markets in various ways to stimulate, promote and create demand for enterprise products.

A comprehensive activity that seeks and causes purchase desire and purchase behavior.

(2) The function of promotion is 1, providing business information. Through promotion, customers can know what products the enterprise produces and operates and what they have.

Features, where to buy, what are the purchase conditions, etc. It is a fact to attract customers' attention and stimulate their desire to buy.

Prepare public opinion now and expand sales.

2. Highlight product features and improve competitiveness. In the fierce market competition, enterprises promote this through promotional activities.

The characteristics of enterprise products, strive to improve the visibility of products and enterprises, and urge customers to deepen their understanding and love of the products of this enterprise.

Enhance trust, thereby improving the competitiveness of enterprises and products.

3. Strengthen corporate image and consolidate market position. Through promotional activities, we can establish a good corporate image and product modeling.

Like, especially through the promotion of famous, excellent and special products, can better encourage customers to have a good impression on the products and the enterprise itself.

So as to cultivate and improve "brand loyalty" and consolidate and expand market share.

4, affect consumption, * * * demand, open up the market. At the beginning of the new product, customers are interested in its performance, use and function.

Do not understand the characteristics, through promotional communication, arouse customer interest, induce demand, and create new demand, so as to obtain new products.

Open up the market and establish credibility.

Second, the promotion mix and basic promotion strategies

Promotion combination: refers to the appropriate selection and comprehensive configuration of various promotion methods by enterprises according to the needs of promotion.

Sales methods are divided into personnel promotion, public relations, commercial promotion and advertising. Enterprises make appropriate choices for the four promotion methods.

Comprehensive application can achieve the best promotion effect.

(A) the basic way of promotion

1, personnel marketing. Personnel marketing, also known as personnel sales, is an enterprise that sends sales personnel or entrusts sales personnel to conduct it in person.

Introduce, promote and publicize products to customers to promote sales. It can be a face-to-face conversation, a phone call or a letter.

Communication. In addition to reaching a certain sales volume, salespeople should also find out customers' needs in time and open up new ones.

Market, create new demand.

2. advertising. Advertising is the information that enterprises convey to the vast number of target customers through certain media in the form of payment

An effective method. Modern advertising should not be just one-way communication, but two-way communication in the form of one-way communication, that is, enterprises and

Consumers consider the production and dissemination of advertisements in combination with their concerns.

3. Business promotion. Business promotion is composed of a series of short-term inductive and tactical promotion methods. it

Generally, it is only used as a supplementary way of personnel promotion and advertising, which is very attractive and attractive. Compared with personnel publicity and advertising,

Commercial promotion is not continuous, but a short-term, temporary measure that allows customers to buy quickly.

4. Public * * * relationship. The public * * * relationship is that enterprises influence the views of groups and the public on enterprises and products through planned long-term efforts.

Attitude, so that enterprises can achieve good coordination with other groups and the public, so that enterprises can adapt to their environment. Good public relations

* * * relationship can achieve the purpose of maintaining and improving corporate reputation and gaining social trust, thus indirectly promoting product sales.

(B) the basic promotion strategy

1, push policy

Push strategy refers to the strategy of using salesmen and dealers to promote sales and push products to people's channels. This strategy requires a lot of use.

A large number of salesmen promote products, which are suitable for products where manufacturers and middlemen have the same view on product prospects. Push strategy style

The risk is small, the marketing cycle is short, and the funds can be recovered quickly, but the premise is the understanding and cooperation of the middlemen.

2. Pull strategy

The pulling strategy is that the enterprise launches an advertising offensive to the final consumers and introduces the product information to the consumers in the target market.

Make people have a strong desire to buy, form an urgent market demand, and then "pull" middlemen to demand the distribution of this product.

3. Push-pull combination strategy

In general, enterprises can also combine the above two strategies to sell to middlemen.

At the same time, through advertising * * * market demand.

Third, the choice of promotion mix.

(1) product properties

Consumers of different types of products have different information needs and purchase methods, so they need to adopt different promotion methods.

Seller ......

What does promotion mean?

Some products have just entered the market or are about to expire, so they want to sell as soon as possible, so they take activities, either discount or buy one for one to attract customers. This process is promotion.

Definition of promotion strategy

Push strategy refers to the activities that enterprises use various promotional means such as personnel sales promotion, advertising, public relations and marketing promotion to convey product information to consumers, arouse their attention and interest, stimulate their desire and behavior to buy, and thus achieve the purpose of expanding sales. There are generally two ways for enterprises to convey the information that the right products are sold at the right place and at the right price to the target market: one is personnel sales, that is, face-to-face sales between salesmen and customers; The other is non-personnel marketing, that is, transmitting information to a large number of consumers through mass media at the same time, mainly including advertising, public relations and marketing promotion. These two promotion methods have their own advantages and disadvantages, which complement each other. In addition, catalogues, notices, gifts, store logos, exhibitions, demonstrations, exhibitions and trade fairs also belong to the scope of promotion strategies. A good promotion strategy can often play many roles, such as providing information in time and guiding procurement; Stimulate the desire to buy and expand the demand for products; Highlight product characteristics and establish product image; Maintain market share, consolidate market position and so on.

What does the promotion price mean?

A pricing method used by operators to promote sales or increase popularity. Promotional prices are usually tied to discounts, gifts and other activities. The so-called "jumping price", "bleeding price", "empty price reduction", "scary price" and "fire sale price" all take price reduction as promotional price.

What does it mean to briefly introduce the background of the promotion?

This paper mainly analyzes the product description, market environment, current situation, promotion objectives and achieved results.

The role of promotion

Promotion has its special significance and function in the development of enterprise market, but it also has certain limitations. In the marketing of products or brands, promotion can achieve five basic tasks.

1. Encourage consumers to try new products.

Using the form of sales promotion, its characteristic is to give consumers a short-term opportunity to make a sudden choice and thus connect with the product. In the modern market, due to the existence of multiple choices and purchasing inertia, when new products are introduced to the market, consumers often get little attention and choice. In this state, it is a very realistic problem to use promotion technology to encourage consumers to try new products. At the beginning of the new year from 65438 to 0992, Wahaha Company launched a new product "Wahaha Fruit Milk". At the beginning of the launch, no one was interested. The fundamental reason is that consumers have an instinctive strangeness to a new product. How does Wahaha make itself a market leader and occupy the market? Soon a new product promotion strategy was formed, focusing on "Wahaha fruit milk free gift", news was carried out in major media in Hangzhou, fruit milk coupons were designed in newspaper advertisements, and products were distributed at fixed sales points within a few days. This gift, Wahaha Company sent more than 300,000 products, but the fruit and milk market was suddenly opened. In that year, Wahaha's fruit milk sales reached nearly 200 million yuan, and its net profit reached 40 million yuan. In the success of Wahaha fruit milk, it is really important to encourage consumers to try new products with big gifts at first, and finally win the favor of the market.

2. Persuade the preliminary trial users to establish the purchase form.

Obviously, the promotion actually contains the promise of benefits, and once the product is delivered, the promise of benefits will be realized, so the further positive significance of the promotion here is only to encourage consumers to buy again through the recognition of the promise of benefits. In order to ensure the enthusiasm of users to continue to buy, Yangshengtang Guibie Pill has introduced promotional measures, and anyone who holds the product packaging box can enjoy certain conditions. Its purpose is to encourage consumers to buy again, thus forming buying habits.

3. Further increase the consumption of products

There are two aspects to expanding product consumption: one is to increase the consumption of existing consumer groups; The second is to expand consumer groups. Therefore, promote the display of new uses of products, or through SP activities; Or promote the product to a wider range. There are also some publicity designs that have both of the above. Galanz is the first brand of microwave ovens for cooking in China, with a market share of over 20% among similar products. However, compared with the number of families in China, the sales of Galanz microwave ovens only account for a small proportion. Therefore, to expand sales, more families must accept it. A cookbook called Galanz cookbook has been published. The book is a collection of exquisite cooking methods, and these delicious and rich dishes can be made by microwave oven. So many potential consumers saw the function of microwave oven, and the sales volume naturally increased.

4. Stay active in the competition

Promotion is often used to offset competitors' activities and make them take the initiative in the competition. Take Wahaha fruit milk as an example. With the deepening of the market, Wahaha fruit milk has swept across the country, and many imitation products have followed suit. 1994, Wahaha Fruit Milk launched a new promotion plan: giving away 5 million yuan; In every Wahaha fruit milk, there is a beautifully designed 12 zodiac course. As long as you collect 12 zodiac signs, you will get a scholarship of 5000 yuan. Collecting 12 Zodiac requires at least 12 sealed milk. Well-designed Zodiac courses and rewards have effectively stimulated children's interest in buying and made the sales of fruit and milk increase steadily. In this way, Wahaha fruit milk not only effectively prevents competition from different directions, but also stably maintains its own market share and, in a sense, increases the consumption of existing consumer groups.

5. Sales of joint series products

This is an additional result of the promotion activities. Usually, promotional activities are only targeted at specific products or brands. Of course, sales promotion, as a means of centralized sales promotion, cannot achieve certain goals due to its own limitations, so we should pay due attention to it when using sales promotion means.

1) Brand loyalty cannot be established by promotion.

Promotion can usually achieve a direct trial of a product or brand, but it is often a short-term incentive, often accompanied by some temporary interest commitments. Using the promotion method, the purchase incentive may be formed in a short distance, but ......

What do you mean by full reduction promotion?

Full reduction is a new term introduced by shopping websites in recent years because merchants engage in some promotional activities. It means how much goods to purchase and how much to reduce the price as soon as the quantity is met. You can simply display the words and understand them, and then subtract them as soon as they are full. The so-called cow hair is on the cow! Of course, there are other things that need to be bought, which is also very cost-effective. Just buy enough 1200, that camera 720.