MindMap Gallery Distribution strategy knowledge summary
Summary of marketing knowledge points for the junior college to undergraduate examination. Promotional strategies include: communication mix strategy, personal selling strategy, commercial advertising strategy, business promotion strategy, and public relations strategy.
Edited at 2020-11-14 10:15:21Ce calendrier annuel, créé avec EdrawMax, présente une disposition claire et organisée des mois de janvier à décembre. Chaque mois est affiché dans un cadre distinct, montrant les jours de la semaine et les dates correspondantes. Les weekends (samedis et dimanches) sont mis en évidence pour une meilleure visibilité. Ce format est idéal pour la planification et l'organisation des activités tout au long de l'année, offrant une vue d'ensemble rapide et facile à consulter.
This quarterly calendar overview for 2026, created with EdrawMax, presents a structured and colorful layout of the entire year divided into four quarters. Each quarter is displayed in a separate column, showcasing the months within that quarter in a clear grid format. The days of the week are labeled, and each date is marked within its respective cell, allowing for easy identification of dates across the year. This calendar is an excellent tool for long-term planning, providing a comprehensive view of the year at a glance.
This weekly calendar for 2026 is designed using EdrawMax to provide a detailed and organized view of each week, starting from January. The left side features a mini monthly calendar for quick reference, highlighting the current week in yellow. Below it, there's a section for weekly goals to help prioritize tasks. The main area is a time-grid from 6:00 AM to 12:00 AM, divided into half-hour slots, allowing for precise scheduling of daily activities throughout the week. This layout is ideal for managing a busy schedule efficiently.
Ce calendrier annuel, créé avec EdrawMax, présente une disposition claire et organisée des mois de janvier à décembre. Chaque mois est affiché dans un cadre distinct, montrant les jours de la semaine et les dates correspondantes. Les weekends (samedis et dimanches) sont mis en évidence pour une meilleure visibilité. Ce format est idéal pour la planification et l'organisation des activités tout au long de l'année, offrant une vue d'ensemble rapide et facile à consulter.
This quarterly calendar overview for 2026, created with EdrawMax, presents a structured and colorful layout of the entire year divided into four quarters. Each quarter is displayed in a separate column, showcasing the months within that quarter in a clear grid format. The days of the week are labeled, and each date is marked within its respective cell, allowing for easy identification of dates across the year. This calendar is an excellent tool for long-term planning, providing a comprehensive view of the year at a glance.
This weekly calendar for 2026 is designed using EdrawMax to provide a detailed and organized view of each week, starting from January. The left side features a mini monthly calendar for quick reference, highlighting the current week in yellow. Below it, there's a section for weekly goals to help prioritize tasks. The main area is a time-grid from 6:00 AM to 12:00 AM, divided into half-hour slots, allowing for precise scheduling of daily activities throughout the week. This layout is ideal for managing a busy schedule efficiently.
12 Promotional Strategies
communication portfolio strategy
The essence of promotion
The activities in which enterprises transmit information to target customers, arouse customer interest, promote purchases, and realize the sales of enterprise products are called promotions. The essence of promotions: dissemination and communication
The important role of promotion
Provide business information, improve competitiveness, consolidate market position, and develop markets
Promotion and Communication Portfolio
Main methods of marketing communication: advertising, personal selling, business promotion, public relations
The combination of these methods is called promotion combination
Promotion strategy is the selection and application of these promotion methods
Promotional mix decisions
Product category or market type
Each promotion method has different effects. For consumer goods marketing companies, the important promotion methods are: advertising, business promotion, personal selling, and public relations (from high to low effects)
Overall promotion strategy
Promotion strategy: Use middlemen as the main promotion targets, promote products through distribution channels, and launch them into the final market
Attraction strategy: Focusing on final consumers as the main promotion target, arousing the interest of potential buyers. Intermediaries will purchase goods from manufacturers when they see strong demand, and are willing to operate even if the gross profit is
Stages of the Buying Preparation Process
Awareness stage: Advertising and public relations play a big role
Awareness and liking stage: Advertising plays the most important role followed by personal selling
In the preference confirmation stage, personal selling plays the most important role followed by advertising.
In the buying stage, personal selling comes into play
Product life cycle stages
Introduction period
extensive publicity
growth period
Increased advertising and public relations, reduced business promotion
mature stage
Increase business promotion and reduce advertising
Retain reminder advertising. For industrial supplies, personal selling should be increased to compete for customers.
Recession
Business promotion should be maintained appropriately. Advertising is only a reminder and publicity is discontinued.
Personal selling strategy (the process in which salespeople directly contact customers to achieve sales goals)
Characteristics of personal selling: two-way information transmission, duality of sales purpose, diversity of needs, flexibility of sales process, effectiveness of sales results
Basic forms of personal selling: door-to-door, counter, and conference sales
Personal selling strategies: tentative, targeted, and inductive strategies
Skills of personal selling: harmonious atmosphere, conversation skills, and obstacle elimination skills
Obstacle elimination techniques include: elimination of objections, price, habit and power obstacles
Door-to-door sales skills: finding the right target, preparation, "opening the door" method, seizing the opportunity, and learning the art of conversation
personal selling organization
The scale, organization, selection, training, motivation and assessment of sales personnel
commercial advertising strategy
Advertising: paid introduction and promotion of ideas, goods and services by non-personnel
Advertising media mix strategy
Things to consider when choosing media
Target customer preferences, product categories, advertising information, costs and expenses
Newspaper: wide publicity, rapid dissemination, simplicity and flexibility, and low cost
Magazine: highly professional, large circulation, and can be read repeatedly
Television: vivid images, expensive
Broadcasting: wide coverage, easy to understand, difficult to remember
Advertising message strategy
Three evaluation criteria: likeable, unique, and convincing
Advertising and product life cycle strategies
Informative advertising: used in the introduction period and early growth stage of the product life cycle
Selective Advertising: Late and Mature Stages
Prompt Advertising: Recession Period
Product positioning strategies for advertising are divided into
Entity positioning strategy
psychological positioning strategies
Ad implementation time strategy
Concentrated, balanced, seasonal, holiday time strategies
Measurement of Advertising Effectiveness
Performance: three aspects: sales, psychological and social effects
Business promotion strategy
Business promotion objects
Consumers, middlemen, manufacturers, salespeople
Business promotion forms: service promotion, leasing and reciprocal promotion, order fairs and exhibitions, discount promotions, material and spiritual rewards, competitions and demonstration promotions, gift promotions, coupons
public relations strategy
Basic characteristics of public relations:
Refers to the interconnection between social organizations and the relevant public
Public relations is a special management function
Public relations is an information communication activity
Targeted and planned activities
What is pursued is that the organization’s plans and actions are understood and supported by the public
Main methods of public relations activities
Take advantage of news
Carry out social activities
Carry out meaningful activities
Create promotional materials
Other ways to enhance public impressions
Main decisions in public promotion: determining goals, selecting media, and evaluating effects