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!!!







最新回复
七剑下天山 (2008-7-02 15:34:04)
qian7912 (2008-7-09 08:34:20)
stuv858 (2008-10-05 04:28:08)
From "romantic manor," the online it is easy to see that a new maple story mesosmodel of online games is indeed a need for awareness on the appeal stage. But in a test only a month's time, the manor in the world of the residents has exceeded tens of thousands of people. These friends through their own creativity, in their own manor in the building has a wide range from their own well-designed building and all its parade, with their love of the game in the creation of value.
You may be surprised why abroad a "second life" can have so many users to sought after, because the degree of freedom in the game has almost reached a realistic level. In China, "the romantic manor," the significance of the United States as the "Second Life", China has become the representative of the birth of the United States, Japan after the third game GAME3.0 states.
Do you to foreign online gamesFFXI GIL model is feeling novel «you would like to see GAME3.0 model online games give you a brand new feeling it« will now join the "romantic manor," so that their virtual life this is just the beginning.
abcd845 (2008-10-09 10:06:25)
birsaex (2008-10-09 19:24:26)
ideewomenn (2008-10-17 07:12:54)
IDee时尚饰品,相伴女人终生美丽
IDee品牌内涵: 个性,自然,时尚,浪漫,
个性: 崇尚自由,张扬独特个性,又不失含蓄
自然: 简约,而又不失迷人魅力
时尚: 灵敏的触觉感知最新的流行趋势,引领流行的潮流
浪漫: 源自法国, 设计秉承法[/email]国浪漫主义风情
空气jjkp (2008-11-17 13:15:17)