Transcript VII. Promotion

ΕΛΛΗΝΙΚΗ ΔΗΜΟΚΡΑΤΙΑ
Ανώτατο Εκπαιδευτικό Ίδρυμα Πειραιά
Τεχνολογικού Τομέα
Promotion
Ενότητα # 7: Promotion
Ευαγγελία Κουτσογιάννη
Τμήμα Διοίκησης Επιχειρήσεων
Άδειες Χρήσης
• Το παρόν εκπαιδευτικό υλικό υπόκειται σε άδειες
χρήσης Creative Commons.
• Για εκπαιδευτικό υλικό, όπως εικόνες, που υπόκειται
σε άλλου τύπου άδειας χρήσης, η άδεια χρήσης
αναφέρεται ρητώς.
Χρηματοδότηση
• Το παρόν εκπαιδευτικό υλικό έχει αναπτυχθεί στα πλαίσια
του εκπαιδευτικού έργου του διδάσκοντα.
• Το έργο «Ανοικτά Ακαδημαϊκά Μαθήματα στο Ανώτατο
Εκπαιδευτικό Ίδρυμα Πειραιά Τεχνολογικού Τομέα» έχει
χρηματοδοτήσει μόνο την αναδιαμόρφωση του
εκπαιδευτικού υλικού.
• Το έργο υλοποιείται στο πλαίσιο του Επιχειρησιακού
Προγράμματος «Εκπαίδευση και Δια Βίου Μάθηση» και
συγχρηματοδοτείται από την Ευρωπαϊκή Ένωση (Ευρωπαϊκό
Κοινωνικό Ταμείο) και από εθνικούς πόρους.
Σκοποί ενότητας
In this section you will acquire
• specific vocabulary related to promotion
methods
- advertising
- sales promotion
- personal selling
- public relations
• expressions and grammatical structures to
express comparison and contrast
Promotion is communication intended to
inform, persuade, or remind an organization’s
target market of the organization and its
products. The major promotion-mix
ingredients are:
•
•
•
•
Advertising
Sales promotion
Personal selling
Public relations
Advertising
•
Advertising informs consumers about the existence and benefits of
products and services. It aims to present information about a
product, arouse interest, build desire and get consumers in a
favorable frame of mind to buy the product.
•
There are many forms of advertising: direct mail advertising,
which is usually a leaflet including information about a product or
service, sent to consumers by post; press advertising , which
includes advertisements in newspapers, journals and magazines;
poster advertising, which usually supplements a press, TV, or radio
campaign; television and Internet advertising, which refers to
commercials and informecials.
Advertising Glossary
• benefit: advantage; gain/ όφελος
• leaflet: printed sheet (unbound but
sometimes folded) with announcements, esp
one for free distribution/ φυλλάδιο
• campaign: series of planned activities to gain a
special object/ καμπάνια
• commercials: mainly persuasive ads, inserted
in a TV or radio programme/ διαφημιστικά
σποτ
• informecials: 5-10 minutes informational films
including demonstrations
Sales Promotion
• Sales promotion consists of activities or
materials that are direct inducements to
customers or salespersons.
• Sales promotion techniques are used
primarily to enhance and supplement other
promotion methods, These are: refunds,
coupons, samples, premiums, point-ofpurchase displays, and trade shows.
Sales Promotion Glossary
• refund: a return of part of the purchase price of the
product/επιστροφή χρημάτων
• coupon :it reduces the retail price of a particular item
by a stated amount at the time of purchase/ κουπόνι
• sample : a free package of the product/ δείγμα
• premium: a gift that a producer offers the customer in
return for using its product/ δώρο, πρίμ
• point-of-purchase display: promotional material
placed within a retail store/ επίδειξη στο σημείο
πώλησης
• trade show: exhibition where many sellers display their
products/επίδειξη εμπορευμάτων
Personal Selling
Personal selling is the most adaptable of all promotional methods because
the person who is presenting the message can modify it to suit the
individual buyer. Most salespeople, however, follow the following
procedure:
• Prospecting, that is, researching potential buyers or prospects and coming
into contact with them.
• Making the presentation, that is demonstrating the features, benefits, etc
of the product.
• Closing the sale, which is the crucial point since the salesman asks the
prospect to buy the product.
• Following up , which means that the salesman must follow up after the
sale to ensure that the product is delivered on time, in the right quantity,
and in good and proper operating condition.
Personal Selling Glossary
• modify: make changes/τροποποιώ
• prospect: sb from whom one hopes to gain
something; possible client or customer/
υποψήφιος πελάτης
• demonstrate: show clearly/ κάνω επίδειξη
• features: characteristics/ χαρακτηριστικά
• deliver: take goods to the persons to whom they
are addressed/διανέμω, παραδίδω
(εμπορεύματα)
• operating conditions: be in action, function
properly /λειτουργική κατάσταση
Public Relations
Public Relations (PR) people act as the liaison between a
company and society. To form and protect a favorable
image of a company, PR personnel organize activities
which promote the public acceptance of the company.
In particular a PR department must:
develop public relations
assist in the launching of new products
assist in repositioning a mature product
build up interest in a product category
influence groups of people, by organizing various
events.
Public Relations Glossary
• liaison: connection; linkage between two separate
groups / διαμεσολαβητής
• image: impression/εικόνα
• personnel: staff; persons employed in any work/ το
προσωπικό (μιας εταιρίας)
• public relations: the art of establishing and promoting
a favorable relationship with the public/ δημόσιες
σχέσεις
• launch : bring in the market/ λανσάρω
• mature products: old products/ κορεσμένα προιόντα
• repositioning: determining the position of sth /
επαναπροσδιορισμός
• influence: exert power to affect sb’s beliefs or
actions/επηρεάζω
Τέλος Ενότητας