45.Sales Promotion .
45、产品促销
1. Sales promotion consists of those promotional activities other than advertising, personal selling, and publicity. As such, any promotional activities that do not fall under the other three activities of the promotion mix are considered sales promotion. The trade often uses the term indiscriminately. Businesspersons may use the term “promotion” when they actually mean “sales promotion.” For purpose here, promotion is a broad term that encompasses sales promotion as well as the other three promotional activities.
1、产品促销指的是不同于广告、个人销售和宣传的推销活动。因此，不属于以上三种推销活动的推销活动都被认为是促销。实际生活中经常不加区分地使用这一概念。商务人员在说“推销”时，实际上指的是“促销”。本文中，推销是一个广义的概念，它包括促销以及其他三种推销活动。
2. The techniques of sales promotion are varied and numerous. The common ones used are coupons, sweepstakes, games, contests, price-offs, demonstrations, premiums, samples, and money refund offers. A combination of these can be used and sometimes is used in the same campaign.
2、推销的手段多种多样，数不胜数。普遍运用的手段有附在商品上的赠券、各种抽奖活动、游戏、竞赛、降价销售、产品示范、各种奖励、样品试验以及钱款返还承诺等等。在同—推销活动中，多种手段可以结合使用，有时也确实结合使用。
3. Sales promotion is temporary in nature. Not being self-sustaining, its function is to supplement advertising, personal selling, and publicity. To launch Budweiser beer in Great Britain, Anheuser-Busch employed the “American” theme. Its TV commercials on the 4th of July and Thanksgiving Day were spots filmed in California with American actors. To supplement its advertising effort, the company used a variety of sales-promotion techniques. It made posters, bunting, flags, pennants, T-shirts, and sweatshirts available to pubs and discos for promotional parties. Bud ashtrays, bar towels, coasters, football pennants, and similar items were offered for sale. Moreover, American disc jockeys were brought in to program American music nights.
3、从本质上说，促销活动具有时间短暂的特点。由于其本身没有自我持续的能力，它的作用就是作为广告、个人销售和宣传等推销活动的补充。为了将百威啤酒打入英国市场，Anheuser-Busch运用了“美国”主题。7月4日和感恩节的电视广告播的都是美国演员在加利福尼亚拍摄的场景。为了加强广告力度，该公司运用了大量的促销手段，如制作海报、装饰旗和三角旗等各种旗帜以及体恤衫和汗衫等供促销团体出入酒吧和迪斯科夜总会。同时它还制作烟灰缸、酒吧餐巾、杯垫子、杯托子、足球赛用的三角旗以及诸如此类的物品用于销售。此外，该公司还专门邀请电台的音乐节目主持人开办美国音乐之夜。
4. Sales promotion is not restricted to the stimulation of demand at the consumer level. It may be used to gain middlemen's support as well. In Order to get Thai middlemen to carry Foremost's dairy products, the company used leasing and conditional sales contracts to provide small retail outlets' and restaurants with freezers for $1 if contract terms were met. Foremost also had to convince these resellers not to store other products in the freezers and not to unplug freezer units at night to save electricity.
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