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Sales Promotion（產(chǎn)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(chǎn)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(rèn)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(wù)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(chǎn)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(jié)合使用，有時也確實結(jié)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. And 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(zhì)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(bǔ)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(qiáng)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(tuán)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，該公司還專門邀請之聲的音樂節(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(zhuǎn)賣商不要在冰柜中儲存其他產(chǎn)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(chǎn)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(jìn)行購物旅游。

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