、促销管理要务
| Consumer price promotions 消费者价格优惠 | Aimed to boost trial, pull consumers away from competitors, develop brand loyalty, encourage consumer stocking up with extra product. 目的在于促进试用，把竞争对手的顾客抢过来，增进对品牌的忠心度，鼓励消费者贮存超量货品。 Including multi-packs, bonus pack. 包括多包装，增值包装。 |
| Consumer contest 消费者有奖竞赛 | Normally designed to increase display, trial, usage, loyalty and brand awareness. 通常设计来提高陈列，产品试用，消费，忠心度及品牌知名度。 |
| Consumer premium offer 为消费者提供赠品 | Usually offer low cost items for a number of product purchased or reduced price for the premium item aimed at increasing trial, display, usage and product brand awareness. 通常当消费者购买产品时附送一些较便宜的赠品或以较低的价钱购买赠品。目的在于提高产品度试用，陈列，消费及品牌知名度。 |
| Couponing赠券 | To increase trial and repeat purchase or to promote linked sales to other products in the Company’s portfolio. 为了提高试用和再买或促进公司其他产品的销量。 |
| Store competitions门店竞赛 | To increase and improve sales and display. 为了提高和增进销量及陈列。 |
| Direct mails广告性印刷品 | Organized by the customer to distribute to the target market of potential consumers on promotional messages. 由客户发动把促销消息传达给目标市场有潜力的顾客。 |
| Display bonus/Display incentive陈列奖金或津贴 | Goods sold to the outlet and provide a reward to the trade for an agreed display layout or space allocation. 商品售卖给商店并达到同意的陈列设计或位置，提供一定的报酬。 |
| Gifts for buyers/buying company给于采购者或采购公司礼物 | Are useful tools to promote product trial, but gift for trade buyers are perhaps discouraged in many companies. 达到试用产品非常有效的手法但是很多公司都不鼓励。 They are useful promotional activity to gain product trial or approve for listing. Eg. Free travel bag, T-shirt, umbrella etc. 非常有效的促销活动在于增进产品试用或售卖。产品如旅行袋， T衫，雨伞等。 |
| Launching incentives产品上市奖励 | To encourage the acceptance, listing and display of new product. 在于鼓励接受，售卖及陈列一个新产品 |
| Film shows电影招待会 | Are particularly useful where targeting children market. Usually tie-ins with new cartoon or educational movies. 特别注重于小孩市场。通常配合新卡通片或教育片上演。 |
| Volume rebates销量回扣 / 奖励 | encourage buyers to support the company rather than competitors 鼓励采购员支持本公司多于竞争对手。 |
| Point of sale materials促销宣传品 | Highlighting the product features and benefits. Draw attention to purchase products in outlet. 显示产品的特点及利益。在店内吸引消费者购买。 |
| Promotion aspect of packaging 促销方面的包装 | Can enhance presentation through design, presentation of information or illustration of application, convenience for display, and creating an unique brand identity and impact at the point of sale. 以设计，说明或图解来增强产品的展示，放便排列和造成独特品牌特征，并在销售点产生影响力。 |
| Display contest 陈列比赛 | Very effective in creating product awareness at the point of sale by providing some prizes to reward different categories of retailers. 提供奖品给予不同组别的零售商，有效的在销售点引起顾客对品牌的认识。 Usually the criteria are size of display, location of display, creativeness, usage of P.O.S. materials etc. 通常所评估的范围是陈列的体积，地点，创造力，促销宣传品等。 |
| Product sampling派送样品 | Used to increase product trial and pull consumer from competitive products. 在于提高产品试用及从竞争品中把顾客抢过来。 It can also highlight the product features and benefits directly to the consumers. 它甚至能直接把产品特点及利益信息传达给消费者。 |
| Prompt order / payment discounts 准时下定单或付款 | Encourage the early placement of orders or cash payment etc. 鼓励提前下定单或现金折扣等。 |
| Tie-ins with local events 配合当地特别节目 | Can offer a powerful vehicle in some market. Eg. Carnivals, sports functions, charity activities etc. 在某些市场能带起强大推动力。如嘉年华会，运动会，慈善活动等。 |
| Trade discounts贸易折扣 | To distributors or outlets encourage stock purchase and increase in stock holding. It can also help to increase stock weight on the selling floor鼓励经销商或零售店超量购买及贮存。它也能帮助提高在店面的货量。 |
| Trade channel margin渠道毛利 | Can be adjusted for a specific period or sale to motivate trade buyers to support a product through increased sales activity. 在特定或促销期限内调整毛利来激发采购员/采购公司对一个产品的支持程度因而提高销量。 |
| Trade stock bonuses/F.O.C. 赠送货品 | Can be used to widen distribution or boost stock levels in the distribution chain. For retail outlets, it is used to encourage volume purchase. Eg. One case free with every 10 cases purchased. 可以用于扩大市场覆盖或在销售渠道中提高货量。对于零售店，它可以作为鼓励超量购买。例如：买十箱送一箱。 |
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