Activate the terminal

Author: Liu Yongju
Publisher:
Publish Date: 2006-01-01
Features: Color, design, packaging, and all terminal forms are sales languages. The terminal is a battleground for the market and a decisive ground for marketing. The terminal is not just about promotion; it requires activation. Don’t think of the terminal only in terms of sales. The terminal speaks of the market itself. We often use the distance between sales and the market as a reference to describe the terminal. Anything close to the market should be considered part of the terminal. Activating the market at the terminal requires using some carriers to convey the information the company wants to communicate. At the same time, the product seller can combine tools to create an activating effect. In short, tool utilization is an essential part of activation.
In recent years, the author has served across industries such as telecommunications, communications, IT, food and beverage, daily chemicals, healthcare, wine, tourism, building materials, decorative materials, and apparel, with a focus on serving small and medium-sized growing enterprises. Through nearly 20 years of marketing experience, the author’s combination of practical operational skills and theoretical expertise has reached the highest level in China. He is the only Chinese person to systematically summarize a practical marketing operation system.
Marketing is war, and the terminal is the final place to resolve battles. As competition in the Chinese market intensifies, the terminal has become the most fiercely contested battleground. However, there are misunderstandings and one-sided perceptions about terminal behavior, and discussions about terminal activation are often fragmented. This book is a comprehensive authority on terminal activation, filling the gap in marketing literature in this area and enabling businesses to quickly grasp some terminal rules. Integrating these rules into the overall marketing strategy can play a vital role in deepening market penetration and building brand loyalty.
The book is divided into five parts: the concept and activation of terminals, activation strategies and methods for market terminals, categories and different combinations of sales terminals, activation methods and techniques for sales terminals, and the utilization of terminal stores and terminal management.