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企业在营销活动中易陷入的误区之一是:过分倾斜广告拉动市场的作用,忽视终端市场工作,使市场营造变成空中楼阁。同时,巨额广告投入不同程度流失,甚至被同类产品竞争者分享或于终端拦截,成为难以挽回的悔憾。目前,有些企业已开始转变营销战略,由只注重高空轰炸,转向地面基础工作,如搞好销售通路及渠道网络、加强铺货、销售终端包装宣传及促销管理等。实践表明,做好终端宣传对产品销售具有独特的促进作用。
One of the misunderstandings that enterprises are apt to fall into in marketing activities is that they are over-inclined to the role of advertising in stimulating the market, neglecting the work in the terminal market and making the market into an air-conditioned building. At the same time, huge amounts of advertising investment have been lost to varying degrees, even being shared by competitors in the same products or intercepted at terminals, making it an irreplaceable regret. At present, some enterprises have started to shift their marketing strategy from focusing solely on high-altitude bombing to turning to basic ground work such as improving sales channels and channel networks, strengthening distribution, selling terminal packaging and promotional management. Practice shows that doing a good job of terminal marketing product sales has a unique role in promoting.