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Markedsføring og salg
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Various business operation parameters can be utilised to influence sales.
Ideally, a total optimisation of sales would be to add the necessary resources to each parameter at the right time.
1) Fundamental sales affecting parameters: - Product design
- product/service quality
- Packaging
- design, homogeneity, signalling, environmental friendliness, recyclable, useful
- Product range
- wide, deep, trade specific
- Price
- pricing, loss leader price, psychological prices, sale, market-based price, etc.
- Payment terms
- cash, credit, discounts, etc.
- Service
- obligations to buyer, right of return, e-services, pre-delivery - after-sales
- Location
- near customers, near wholesaler, arbitrary
- Staff
- conduct, knowledge, expertise, specialisation, attitude
- Distribution
- direct/indirect sales, retail concept, cooperative purchasing association, sales van, packaging, physical transportation, etc.
2) Communication parameters- Advertising
- advertisements, printed matter, internet, catalogues, brochures, magazines, flyers, cinema/TV/radio commercials, traffic adverts, shop displays, exhibition guides, signing, promotional gifts, etc.
- Sales promotion
- sample products, introductory offer, demonstration, delivery on approval, in-store displays…
- Public relation
- publicity, storytelling, press releases, events, educational material…
- Fair and exhibition showcasing
- Sponsorship
- providing sponsorship for culture, sports, and environment
- Personal sales promotion
- sales letters, cold calling, direct mailing
Thomsen
- Professionel netværk - se videoer og artikler
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