4. Sales promotion is not restricted to the stimulation of demand at the consumer level. It may be used to gain middlemens support as well. In Order to get Thai middlemen to carry Foremosts 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.
4、促销不仅局限于拉动消费者的需求,也可以用来赢得中间商的支持。为了使泰国的中间商销售其乳制品,Foremost公司运用租赁和有条件销售合同以一美元的价格向那些零售小商店和饭店提供冰柜,条件是要满足合同条款。同时,该公司还得说服这些转卖商不要在冰柜中储存其他产品,并且不要为了省电而在夜间拔去冰柜插座。
5. The use of sales promotion is not limited to consumer products. It can be used with industrial selling too. Misawa Homes promoted its House 55 by sending samples to U.S. Homes and Germanys Okal. Pfizer,like other drug firms,attracts drug wholesalers by sponsoring trips and other events. Gifts are given to doctors,and doctors wives are taken on shopping tours.
5、促销手段的运用不仅仅限于消费品,它也可以用于工业销售。MisawaHomes为了推销其House55产品而向美国的 Homes公司和德国的Okal公司寄送样品。与此类似,Pfizer公司同其他药品公司一样,通过组织旅游和其他活动来吸引药品批发商。他们向医生们赠送礼品,而且组织医生的夫人们进行购物旅游。
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