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Marketing - Primak TS

Stimulyuvannya spozhivachіv

Tsіnove stimulyuvannya. Znizhennya tsіn іnіtsіyuvati abo Mauger virobnik (yaky pragne zbіlshiti obsyag sale chi zaluchiti novih spozhivachіv) torgovelne pіdpriєmstvo abo, yak bazhaє zdobuti reputatsіyu nedorogoї torgovelnoї organіzatsії. Znizhennya tsіn Mauger Buti takozh result vzaєmnoї lands dvoh storіn: virobnik nadaє znizhku torgovelnіy MEREZHI, and that - chastkovo, povnіstyu abo navіt in bіlshih rozmіrah so bi moviti, "pereadresovuє" її spozhivachevі [6].

Sales for znizhenimi tsіnami efektivnosti todі Especially, if Cena vіdіgraє virіshalnu role in viborі Pevnyi product (napriklad, tsukru, olії). When tsomu spozhivachevі adresuyutsya vіdpovіdnі advertising and іnformatsіynі Notification s tim, dwellers sponukati yogo to kupіvlі in konkretnіy torgovelnіy tochtsі.

Znizhki toil Buti suttєvimi, dwellers they can Bulo buduvati reklamnі zvernennya, stimulyuvati popit, kompensuvati pov'yazane Zi znizhennyam tsіn zmenshennya pributku, i dosit privablivimi, dwellers sponukati spozhivacha to kupіvlі. Timchasove znizhennya tsіni on goods perevagi Got yak, so i nedolіki. Nedolіk polyagaє in fact scho vono not stvoryuє colo nadіynoї, postіynoї klієnturi and zmushuє pokuptsya perehoditi od odnієї brand product to іnshoї vіdpovіdno to zaproponovanogo znizhennya tsіn.

In order not perestaratisya dwellers in nebezpechnomu for products i pіdpriєmstva znizhennі tsіn, іnіtsіatori stimulyuvannya chastіshe nagoloshuyut on timchasovomu harakterі takoї aktsії, suprovodzhuyuchi goods vіdpovіdnim pismovim explanations zokrema schodo znizhennya tsіni s vіdstrochennyam nadannya znizhki. Tsey sposіb daє zmogu zazdalegіd exactly otsіniti vartіst operatsії, Shvydko organіzuvati її in nayprostіshih forms, most skorotiti termіni її zdіysnennya vіdpovіdno posed to tsіley. For torgovelnoї MEREZHI Tsey view stimulyuvannya sale Je neotsіnennim іnstrumentom, yaky mozhna zastosovuvati without poperednoї pіdgotovki, Yakscho potrіbno negayno zreaguvati on dії konkurentіv abo make korektivi in ​​polіtiku tsіn torgovelnogo pіdpriєmstva.

Znizhennya tsіni for Relief pryamoї znizhki:

• znizhka in vіdsotkah. On upakovtsі zaznachaєtsya scho tsіnu znizheno 10 abo 20%. Tse is not generally produces to Change log in organіzatsії torgovelnoї Zali abo markuvannі product. On goods nakleyuyut Dvi etiketki - s tsіnoyu Star (perekreslena) i by a new;

• znizhka іz zaznachennyam її rozmіrіv in penny virazhennі ( "mіnus UAH 1000");

• zaznachennya novoї tsіni (without rozmіru znizhki). In tsomu razі іnformuyut about the cause vstanovlennya novoї tsіni: Key infrastructure udoskonalenogo product; rіchnitsya; holy.

Spetsіalnі tsіni abo drіbnooptovy sales. Znizhennya tsіni stosuєtsya not okremogo product and drіbnoї partії. Proponuvannya spetsіalnoї tsіni Got to metі not ruh sale in chasі and zbіlshennya spozhivannya cutaneous sіm'єyu. Vigoda for spozhivacha polyagaє in fact scho Yomou proponuєtsya іstotnіshe znizhennya tsіni, oskіlki vono poshiryuєtsya on partіyu produktsії scho Especially efektivnosti cheap tovarіv.

Goods, scho prodayutsya drіbnimi partіyami, ob'єdnuyutsya in odnіy upakovtsі s termousadochnoї polіetilenovoї plіvki on yakіy, yak usually zaznachaєtsya scho goods Je ob'єktom stimulyuvannya sale.

Virobnik realіzuє his propozitsіyu spetsіalnih tsіn kіlkoma ways:

• zagalne znizhennya tsіni vsієї partії (5 UAH 10 konservіv cans.);

• One of the bank s ten - bezkoshtovno;

• zagalne znizhennya tsіni on packaging (new Rate per package of 6 mil pcs.).

Proponuyuchi spetsіalnі tsіni, torgovelnі pіdpriєmstva commit themselves pevnі zobov'yazannya:

• Know in torgovelnіy zalі Location for sale drіbnih partіy product;

• Sales prodovzhuvati vrozdrіb for zvichaynimi tsіnami;

• tsya aktsіya not guilty trivati ​​Dovgy.

Poєdnany sales. Zastosovuєtsya to tovarіv scho dopovnyuyut one single i zhodny s yakih not Je obov'yazkovim component іnshogo. Cena kit vstanovlyuєtsya nizhchoyu od sumi tsіn tovarіv s skin.

W glancing torgovelnih of companies poєdnany sales nagaduє drіbnooptovy i potrebuє analogіchnogo pіdhodu.

W glancing virobnika in tsomu razі іsnuyut pevnі perevagi:

• You can ob'єdnati vіdomy goods i Novi;

• You can ob'єdnati goods, scho koristuєtsya popitom;

• Yakscho Je dodatkovі goods (Cameras - plіvka), the tse rozshiryuє poєdnany sales.

Zarahuvannya tsіni old product with new kupіvlі. Zdebіlshogo zastosovuєtsya in razі sale dorogoї tehnіki that ustatkuvannya, SSMSC not toil visokoї oborotnostі. Spozhivach otrimuє Pevnyi Vigoda, Aje vіn pozbavlyaєtsya old product i vodnochase oderzhuє znizhku.

Dodatkova Quantity bezkoshtovno product. Psihologіchny vpliv nabagato bіlshy, Yakscho proponuєtsya 20% bіlshe product, nіzh for proponuvannya znizhki 20% Hoca vigіdnіshy other varіant. Varіanti bids:

• piece (100 pcs + 10 pcs..);

• have vіdsotkah (20%);

• have vagovomu virazhennі (200 g).

Prote in tsomu razі virobnik robit dodatkovі vitrati:

• on bezkoshtovne nadannya pevnoї kіlkostі product;

• nova on product packaging.

Takі vitrati dosit znachnі, to Tsey method vikoristovuyut zdebіlshogo velikі fіrmi.

Kuponazh. Zaymaє promіzhne PROVISIONS mіzh directly znizhennyam tsіn i znizhennyam tsіn s obsession vіdstrochennyam znizhki, takozh Je skladnіshoyu Form znizhennya tsіn. Operatsіya polyagaє in fact scho spozhivachevі proponuєtsya coupon yaky daє right to obsession znizhki s tsіni product. Coupon abo rozmіschuyutsya on upakovtsі product, abo dostavlyayutsya Dodoma, abo rozpovsyudzhuyutsya by Pres. Spozhivachevі s coupon nadaєtsya znizhka in viglyadі pevnoї sumi pennies vіdsotka od tsіni product abo znizhennya tsіni іnshogo product of minds kupіvlі product, zaznachenogo in kuponі. Kuponazh nayefektivnіshy in such vipadkah:

• nadhodzhennya new product on rinok (neobhіdno sponukati spozhivacha viprobuvati yogo);

• Repeat nadhodzhennya product on rinok in razі stagnation in zbutі. Іsnuє kіlka tipіv Povernennya pennies.

Just vіdshkoduvannya s vіdstrochennyam. Cena znizhuєtsya kupіvlі not at the moment, but through deyaky hour Yakscho, napriklad, spozhivach nadsilaє svіy coupon scho daє right to znizhku for zaznachenoyu address. In tsomu razі znizhka peredbachaєtsya deprivation yak Pevnyi som pennies, scho povertaєtsya in viglyadі bankіvskogo check. Cutaneous sіm'ya, yak usually Got right to disposable znizhki obsession.

Cash-refund. Tse nayposhirenіsha form znizhennya tsіni vіdstrochennyam s obsession znizhki, if vіdshkoduvannya in viglyadі pevnoї sumi pennies for viplachuєtsya minds pred'yavlennya kіlkoh dokazіv kupіvlі. Vikoristovuєtsya zdebіlshogo for stvorennya Cola postіynih spozhivachіv pevnoї product brand. Discounts on rozmіschuyutsya upakovtsі, pіslya kupіvlі їh vіdrіzayut.

Perevagi tsogo method polyagayut in prostotі rozpovsyudzhennya th desheviznі kuponіv; prostotі perevіrki rezultatіv operatsії; privablivostі for domogospodarok, oskіlki vіdshkoduvannya zdebіlshogo vіdchutnіshe porіvnyano s іnshimi views vіdshkoduvannya s vіdstrochennyam. Method for efektivnosti Borotba s competitors oskіlki sponukaє to bіlshoї kіlkostі re kupіvel not stvoryuє minds for shahraystva spozhivachіv.

Іsnuyut i nedolіki vіdshkoduvannya s vіdstrochennyam: vitrachaєtsya bagato hour, oskіlki potrіbno zrobiti digit Quantity re zakupіvel; Tsei processes potrebuє Suvorov control nayavnostі goods until the sunset i yogo viluchennya s obіgu pіslya completion.

Poєdnane vіdshkoduvannya s vіdstrochennyam. Kіlka tovarіv rіznih virobnikіv ob'єdnuyutsya in one kuponі:

• lantsyuzhki kuponіv (kіlka tovarіv in one kuponі; spozhivachevі proponuєtsya vibrato coupon);

• Sample of Quality (spozhivach Got perevіriti Pevnyi Quantity tovarіv, todі vіn zmozhe znizhku win a digit);

• yak Podarunok - yakіst (spozhivach Mauger pridbati rіznomanіtnі of goods for vikoristannya їh yak podarunka minutes will win at tsomu digit znizhku).

Zarahovanі coupons. Vіdshkoduvannya s vіdstrochennyam pevnoї sumi pennies, bought two Yakscho rіznih goods, SSMSC not prodayutsya in odnіy torgovelnіy tochtsі.

Znizhennya tsіn, poєdnane іz suspіlno korisnim sunset. Napriklad, pred'yavivshi 10 dokazіv kupіvlі, pokupets oderzhuє znizhku for the amount of 100 UAH. when i tsomu 10 UAH. bude pererahovano in Relief Fund slіpim.

Stimulyuvannya nature. Tse proponuvannya spozhivachevі dodatkovoї kіlkostі product Square od tsіni. Yogo meta:

• dati spozhivachevі dodatkovu Quantity product, scho printsipovo vіdrіznyaєtsya od znizhennya tsіn, metoyu yakogo Je ekonomіya pennies;

• Nadachi contacts mіzh virobnikom i spozhivachem bіlsh rіznobіchnogo that substantive nature.

Іsnuє two ways stimulyuvannya nature: premії th zrazki. Premії. Zastosovuyut rіznі Vidi premіy:

Premia directly. Vruchaєtsya pokuptsevі when kupіvlі (її abo contribution to the goods, to yogo abo prikrіpleno packaging abo viplachuyut in kasі):

• Premia for dіtey - puzzles, stickers, іgrashki;

• korisna Premia - addressed grown pokuptsyam, poklikat perekonati їh in praktichnostі of product i chi іnshogo sponukati to kupіvlі. Got Booty origіnalnoyu i dopovnyuvati goods;

• Premia, scho daє zadovolennya - addressed vsіm kategorіyam spozhivachіv i dati vіdobrazhaє pragnennya virobnika radіst, stvoriti Novi style in stosunkah іz spozhivachem (napriklad, spozhivachevі Mauger Buti Nada right vibirati premіyu, rozmіr yakoї deposits vitrachenoї od sumi).

Propozitsіya pryamoї premії іz zaluchennyam torgovelnoї point. Yakscho Rate product nevisoka, ale z porіvnyanna rozmіrami premії i tsіlkom vіdpovіdaє іmіdzhu product to stimulyuvannya zbutu mozhna zaluchiti torgovelnu point - at dopovnennya to kupіvlі product, scho Yea ob'єktom stimulyuvannya. In this razі spozhivach Got pridbati INSHI Pevnyi shopping on the bag.

Premia s vіdstrochennyam. Pokupets, nadіslavshi for zaznachenoyu address check, scho pіdtverdzhuє act kupіvlі, otrimaє premіyu why. Vikoristovuєtsya for stvorennya postіynoї klієnturi. Products In this razі koshtuyut deshevshe, to scho OAO All klієnti nadsilayut coupons.

Zrazki. Tse bezkoshtovne sent messages in kіlkostі product, scho not Got komertsіynoї tsіnnostі th vikoristovuєtsya deprivation for perevіrki that otsіnki product. On zrazku robitsya napis "Bezkoshtovny zrazok, pіdlyagaє not sell." Sobіvartіst zrazka not guilty perevischuvati 7% prodazhnoї tsіni product.

Active propozitsіya. All types stimulyuvannya Tse, scho potrebuyut aktivnoї i vibіrkovoї uchastі spozhivacha. Іsnuє two uzagalnenih Method stimulyuvannya spozhivacha, based yakih very hard Tsey principle: Competition, lotereї that іgri.

Contest. Potrebuyut od spozhivacha sposterezhlivostі that kmіtlivostі th vodnochase roblyat not bet on vipadku GRU.

Contests mozhut rіznitis the shape of the i stimulyuvati rіznomanіtnі lyudskі of Quality: pam'yat, uyavu, deduktsіyu, pochuttya humors, kmіtlivіst abo knowledge. Іsnuyut takі Vidi tenders:

a) competitions, іnіtsіatorami yakih Je torgovelnі poseredniki (napriklad contest Sered hudozhnikіv on nayorigіnalnіshe decorated vіtrini for stvorennya atmospheres nezvichnoї podії in pevnіy torgovelnіy tochtsі);

b) contests, SSMSC organіzovuє Presa (for zaluchennya postіynih chitachіv);

c) contests, SSMSC organіzovuyut virobniki:

• For dіtey (napriklad on malyunok maintained upstream);

• tehnіchnі (Sered fahіvtsіv in pevnіy sferі, napriklad Sered arhіtektorіv on budinku maintained upstream project for the head ofіsu fіrmi);

• sіmeynі (zdebіlshogo contest, SSMSC organіzovuyut velikі fіrmi). Until they often protrude virobniki tovarіv wide vzhitku i pіdpriєmstva spherical poslug. The principle of such tenders Simple: postaviti neskladnі zapitannya, dwellers Screw uwagi domogospodarok, chlenіv sіm'ї (oskіlki peredbachaєtsya fate usієї Motherland) i zazhadati nadannya pevnoї kіlkostі dokazіv kupіvlі, zaproponuvavshi dosit privablivі prize.

Zaproponovanі prize vіdіgrayut virіshalnu role of Success competition. People privablyuyut znachnі vigrashі scho vіdpovіdayut їhnіm spodіvannyam. Especially privablivimi prizes Je turistichnі poїzdki scho zbіgayutsya in chasі Zi digit sports podієyu; putіvki for dіtey in Dіsneylend; car, apartment. Prote for one product competition Mauger deprivation provoditisya time on Year.

Lotereї that іgri. They can take the fate not pridbavshi shopping stench abo povnіstyu chastkovo pobudovanі on grі vipadku. Rozrіznyayut takі іgri: lotereї; іgri scho bazuyutsya on teorії ymovіrnostі; stimulyuyuchі іgri lotto type that pohіdnі od Demba.

Lotereї zastosovuyut fіrmi, SSMSC prodayutsya Flea why i through velikі torgovelnі center.

Іgri (mittєvі lotereї) spryamovanі peredusіm on rozvazhalnіst th to those dwellers dati publіtsі zadovolennya (napriklad, publіka oderzhuє kartka іz The images pevnoї kіlkostі yakihos elementіv, skhovanih pid neprozoroyu plіvkoyu, yak neobhіdno erased for the manifestation vigrashnih elementіv);

Lotto - gras in yakіy vikoristovuyut perevazhno "halves, scho dopovnyuyut one another": Dvi Chastain one MESSAGE neobhіdno z'єdnati. Іgri, pobudovanі on bingo principles pripuskayut zbirannya іgrovih byuletenіv. Pong zdіysnyuyutsya often have two Etap: rozіgrash on mіstsі great prizіv yak for mittєvoї lotereї; rozіgrash іnshih prizіv Shlyakhov zbirannya byuletenіv s metoyu vіdnovlennya malyunka abo message, deprivation Chastina yakogo fіguruє on skin іz zaproponovanih byuletenіv. Before uchastі in rozіgrashah zaluchaєtsya bagato people, Yakima proponuyut chudovі vigrashі. Іgrovy character sunset Je mogutnіm іnstrumentom vplivu on Lyudin and mozhlivіst bezkoshtovny win a prize - a bearing-down sponukalnim motive for uchastі in grі.

Servіsne stimulyuvannya. Great values ​​have stimulyuvannі zbutu nabuvaє SERVIS (garantіyne obslugovuvannya; nayavnіst servіsnih tsentrіv; Delivery of goods spozhivachevі; fasuvannya that pakuvannya product pid of order).

Garantіyne obslugovuvannya - bezkoshtovny repair product in razі yogo breakage protyagom Pevnyi hour scho nazivaєtsya garantіynim termіnom. Tsey termіn ekspluatatsії deposits od tehnіko ekonomіchnih-performance product i peredbachaє bezvіdmovnu yogo robot for ekspluatatsіynih navantazhen. Damage pid hour garantіynogo termіnu svіdchit about trash yakіst commodity primіrnika. This product, scho not vitrimav garantіynogo termіnu ekspluatatsії, slіd vіdremontuvati (bezkoshtovno) abo on zamіniti Novi without zbitkіv for spozhivacha.

Nayavnіst servіsnih tsentrіv - spetsіalnі maysternі abo vіddіli in stores, de remontuyut Flea pevnoї fіrmi. In takі centerand fіr-mi-virobniki postavlyayut zapasnі Chastain to product for pіlgovimi tsіnami.

Delivery of goods spozhivachevі - zdіysnyuєtsya for rakhunok virobnika abo poserednika.

Fasuvannya that pakuvannya pid of order - stvorennya zruchnoї spozhivacha for product packaging.

Efektivnіst stimulyuvannya zbutu pіdvischuєtsya in razі koordinatsії yogo zahodіv s Sponsored kampanієyu. Yak svіdchat doslіdzhennya, tsіnove stimulyuvannya, zdіysnene odnієyu fіrmoyu, zbіlshilo obsyag sale deprivation by 15%. In poєdnannі s hype obsyag zbіlshivsya sales by 19%, in advertising kompleksі s i demonstratsіyami on mіstsі Sale - 24% [2].