9. Much like many other marketing aspects,sales-promotion methods may have to be modified. The techniques employed,to be effective,should be consistent with local preference. Philips offered a set of dominoes as a premium for electricity purchase in Brazil,where the game is national pastime and electrical products are treated as commodities. A player holds the colored side up to prevent an opponent from seeing the dotted numbers side. Since the companys name was on the back of every domino,electricians were often reminded of the brand.
9、促销方法同营销的其他许多方面极为相似,应该加以改进。要使所运用的手段产生作用,就应使它同当地消费者的喜好相一致。电力在巴西是视为商品,而在该国,玩骨牌是一项全国性的娱乐活动,飞利浦公司即在那里推出一套骨牌作为购买电力的奖品。一方要将骨牌反抠,使彩色的一面朝上,这样,对方就看不见带点数的那一面。由于每张骨牌的反面印有飞利浦公司的名称,电工们便会经常想起这种品牌的产品。
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