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所在平台: Udemy |
课程主页: https://www.udemy.com/course/sales-promotion-management/
课程评论：没有评论
Coursera 课程《销售推广管理》概述： 本课程旨在教授学员如何通过有效的销售推广活动来沟通和说服目标市场购买公司产品。销售推广是营销人员与市场互动的重要沟通方式。 课程强调，将销售推广活动安排在淡季或非高峰时段，可以有效解决资源不足和促销冲突等管理问题，并能通过吸引新增活动和客户，在平淡时期为公司带来额外的经济效益。 销售推广管理的核心在于在以下三者之间建立并维持匹配关系： * **目标受众：** 希望吸引至推广活动的客户群体。 * **推广活动范围：** 包括展示、展览、演出、广告等各类活动。 * **支持性服务：** 如不同类型的零售渠道、安保系统、推广工具等。 在销售推广及其管理中，**产品**是至关重要的一环。学员需要学会识别能够满足特定客户需求的产品，并设计相应的促销策略，将重点放在满足消费者需求上。 **渠道**也是销售推广管理的重要考量。随着互联网和混合式购买模式的兴起，渠道已不再局限于实体店。课程将引导学员关注**便利性**，这包括购买的便捷性、寻找产品及促销信息的容易程度等多个方面。 **价格**是驱动销售推广的关键因素。无论是折扣还是“买一送一”等促销形式，最终都是价格的降低促使顾客参与其中。
Sales Promotion activities are meant to communicate and persuade the target market to buy the company's products. Hence, sales promotion represents all of the communications that a marketer may use in the marketplace. When you place your sales promotions at off-season or off-peak times, it helps to solve many sales promotion management issues such as lack of resources and conflicting promotions. Also, the staging of your sales promotion during these off-season times can bring additional economic benefits to your company by attracting new activity and customers in an otherwise quiet time.Sales Promotion Management is crucial and is essentially needed for creating and maintaining a match between the needs and motivations of:•those you hope to attract to your promotion event•range of promotion activities such as displays, exhibits, shows, advertising, etc.•various supporting services such as types of store outlets, security system, tools for promotingIn sales promotion and its management, the product part is obviously the most important one. You must correctly identify which product would satisfy which customer segment and how to offer promotions on them which shifts the focus to satisfying the consumer. In sales promotion and its management, the place part is also important as if affects the convenience function.Place is no longer restricted to physical locations now as before due to the rise of internet and hybrid models of purchasing.You must keep in mind the convenience aspect as it takes into account the ease to buy a product, find a product, find promotion information about a product, and several other considerations. In sales promotion and its management, the price part of the is one of the key deciding factors for the sales promotions as in any form, whether there is a discount given on the product or a ‘1+1' free product offered, ultimately it is the decrease in product price that drives the customers to the promotions.
