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Sales Promotion（产品促销）

6. The popularity of sales promotion has grown steadily both in the United States and overseas. A survey of executives conducted by Stimulus, Canada's leading advertising journal, revealed a shift from media advertising to sales promotion. Compared with five years ago, three of five firms had moved to spend more of their advertising budget on such nonmedia alternatives as trade shows, point-of-purchase displays, and publicity. According to a POPAI (Point-of- Purchase Advertising Institute) -Du Pont study of shopping behavior in the United States, almost 70 percent of all non-food purchases in supermarkets are generated by in-store decisions. If the same decision-making pattern is prent outside the United States, sales promotion should prove to be just as indispensable.

6、无论是在美国还是在海外，促销活动越来越受人青睐，而且势头强劲。加拿大首屈一指的广告杂志Stimulus对公司经理们的一项调查表明，他们已从媒体广告转向促销活动。同五年前相比，有五分之三的公司开始在广告预算中增加对非媒体手段的投入，如交易展销、买点展示和宣传。根据买点广告机构和杜邦公司对美国人购物行为所作的一项调查。在超市里所有非食品购买行为中，几乎有70％源自顾客在超市内的临时决定。如果这种购物方式能在美国以外的其他地方盛行开来，那么，将证明促销活动同样是必不可少的。

7. Sales promotion is effective when a product is first introduced to a market. It also works well with existing products that are highly competitive and standardized, especially when they are of low unit-value and have high turnover. Under such conditions, sales promotion is needed to gain that “extra” competitive advantage. A Japanese firm created a great deal of excitement in Thailand by including game cards in its detergent boxes, and consumers could not resist buying more and more in search of the winning cards, Likewise, most gas stations in Thailand at one time gave free washcloths with a gas fill-up. Middlemen were also allowed to participate in the sales-promotion program. Stores were informed of the display, and their salespeople or sales clerks were made aware of the program and benefits.

7、当某种产品首次进入一个市场时，促销活动是相当有效的。如果产品本身极具竞争力，而且比较规范，那么，促销也适用于现有产品。尤其是如果这种产品单价较低而且流通量大。在这种条件下，就需要促销以赢得额外的竞争优势。一家日本公司通过将游戏纸牌装在其洗涤剂盒子中，结果在泰国引起轰动效应。消费者情不自禁，越买越多，希望得到胜张。与此类似，在泰国大多数加油站，顾客每加一次油，即可免费得到一块清洗布。中间商同样可以参加促销活动。经销商店及时了解产品展示信息，商店的销售人员和职员对这些活动及其利益一清二楚。

8. The effectiveness of sales promotion can be tempered by psychological barriers, and this fact is applicable to middlemen as well as consumers. Some foreign retailers are reluctant to accept manufacturers' coupons because they fear that they will not be reimbursed. Consumers, on the other hand, may view rebates, mail-in coupons, and money-back guarantees with suspicion, thinking that something must be wrong with the product.

8、无论是中间商还是消费者，只要有了心理障碍，便会使促销活动的效果打折扣。有些国外零售商不大愿意接受产品厂家附在其商品中的赠券，因为他们担心这些赠券中的款项无法返还。另一方面，消费者可能对折扣、邮寄来的赠券和返还款项的承诺持怀疑态度，他们会认为，这样的产品肯定有问题。

9. Much like many other marketing aspects, sales-promotion methods may have to be modified. The techniques employed, to be effective, should be consistent with local preference. Philips offered a set of dominoes as a premium for electricity purchase in Brazil, where the game is national pastime and electrical products are treated as commodities. A player holds the colored side up to prevent an opponent from seeing the dotted numbers side. Since the company's name was on the back of every domino, electricians were often reminded of the brand.

9、促销方法同营销的其他许多方面极为相似，应该加以改进。要使所运用的手段产生作用，就应使它同当地消费者的喜好相一致。电力在巴西是视为商品，而在该国，玩骨牌是一项全国性的娱乐活动，飞利浦公司即在那里推出一套骨牌作为购买电力的奖品。一方要将骨牌反抠，使彩色的一面朝上，这样，对方就看不见带点数的那一面。由于每张骨牌的反面印有飞利浦公司的名称，电工们便会经常想起这种品牌的产品。

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