ü 47 page 14 page ̸Ⱑ մϴ.
1 Ǹ
2
3 ȹʼ
4 Ģ
븦 Ҹ Ǹ ȹʼ Ģ i i i i v
ﰢ(ܱ) 븦 ߁a, Һ, Ǹſ پ ڼƼ(incentives) ϴ
ܱ Ű Ͽ ϴ Īϴ
߁a ҸŻ Һ ü ߁a Һ ( pull) б( push) Һ Ǹˣ ߁a Ǹˣ ø, , ̾, Ʈ, Ʈ/ǰ, ʽ , ҟ, ̺Ʈ Ŀ ߁a ҟ, ߁a Ʈ ڼƼ , Ž ÷, Ǹſ Ǝα, trade shows, ߁a Ʈ ڼƼ ߁a ҟ ÷ Ǹſ Ǝα Ʈ̵
-Ż ڳ ҸŻ ڸ
-ǸŸǥ ϴ ڵ鿡 ؿ̳ܿ ǰ, .
, Ǹ ˣ ,
γ (end-of-aisle displays)
ڰ ڻǰ Ȱ ǸŸ Ҹ Ǹſ鿡
ǰȸ ڰ ڻǰ ְ ǿϱ ϴ ߰ ˣ
-鰣 δϴ
- ,
ǰ Ұ å Ŀ ܱ ǥ
Ǹˣ ̻
2) Һ
1) ȸ
ȹſ ȹ ȹ (̱
, 80% ̻ Һڰ ۻ Ž )
3)
ǰ
Ǹˣȿ ǰȭ ȿ ð
Ÿ
ü ü ʿ ̵
ü鿡 ߁a ϰ 䱸
4) ȭ, ȭ ȭ
ǰ ÿ(trial) ݺ ܻǥ Һ ܰ r
˵ ʿ ÿ
ϴ ȿ
ǥõ ݾŭ ϵ ϵ ( )