销弊端及促销向导购的转变

促销弊端及促销向导购的转变

促销的好处是众所周知的,但其派生的危害却一度无人观察研究。

有些商家把促销当做目的而非一种营销的手段。这是营销人的悲哀。这是一种意识形态到战略上的错误。这种错误会把企业带到一个无法自拔的罪恶深渊。思维决定命运,意识上的错误会给你和你的企业一个错误的命运定格。

营销减少了产品的寿命。这是第一个问题直接造成的。当你把促销当成了目的,眼睛看到的自然是眼前的利益。产品包括四个生命阶段。促销或者销售部门应该能很明确的区分它,因为产品生命的各个阶段对促销的要求是不同的。差之毫厘,失之千里。

还有产品还有一个峰值和峰长的关系。假定销售的总量是一定的,峰值高了峰长自然就短了。这里峰值代表的是一定时间里的销售额,而峰长代表的是产品的生命。促销造就的是峰高,而非产品的生命,更非销售的总量。而事实上促销的真正目的是提高产品的成熟期寿命,进而提高销售的总量,但太多太多的人错误或者说片面的理解了促销。他们认为这个月销量不好了就应该上促销,把促销当成一个百试百灵的妙药。

营销经历了4P到4C的的转变之后,也给促销带来了一个崭新的生命-——导购!

人们对导购的第一认识是超市里帮助消费者寻找商品的销售人员。而现在导购=原先意义上的导购+促销。当它们结合在一起之后营销也进入了一个升级后的时代。现在的导购应该从意识上站在消费者的立场,他们应该学会从消费者的立场上打量分析自己产品的优劣。首先保证消费者的利益进而保证企业商家的利益。他们推售的产品产生的变化不在是峰值和峰长而增加的他们的总量。从而保证或者说延长了产品的生命,保证了商家企业艰苦创业的所得。

这个转变将是营销界划时代的创举!!!
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