促销组合 14-1 Advertising Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Personal selling Personal presentations by a Firm's sales Force Sales promotion Short-term incentives to Encourage Sales Building good relations with Public Relations Various Publics by obtaining avorable Unpaid publicity. Direct Communications Direct Marketing With Individuals to obtain an Immediate Response 商务策划学院2002
商务策划学院 2002 促销组合 14-1 Advertising Personal Selling Any Paid Form of Nonpersonal Presentation by an Identified Sponsor. Sales Promotion Short-term Incentives to Encourage Sales. Public Relations Building Good Relations with Various Publics by Obtaining Favorable Unpaid Publicity. Direct Marketing Direct Communications With Individuals to Obtain an Immediate Response. Personal Presentations by a Firm’s Sales Force
传播过程 14-2 Sender 」s5 lois noise N Feedback Encoding Message Medi IsI os Response Decoding 小o Receiver 商务策划学院2002
商务策划学院 2002 14-2 Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Noise Media Sender Encoding Message Decoding Receiver Response Feedback 传播过程
有效传播的步骤 14-3 Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness Stages Awareness Knowledge Liking Preference Conviction 商务策划学院2002 Purchase
商务策划学院 2002 有效传播的步骤 14-3 Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness Stages Purchase Conviction Preference Liking Knowledge Awareness
有效传播的步骤 14-4 Step 3. Designing a Message Message Content Rational Appeals Emotional Appeals Message Structure Moral Appeals Draw Conclusions Argument Type Message Format Argument order Headline, Copy, Color, Words. Sounds Body Language Attention Interes st Desire Action 商务策划学院2002
商务策划学院 2002 14-4 Step 3. Designing a Message 有效传播的步骤 Attention Interest Desire Message Content Rational Appeals Emotional Appeals Moral Appeals Message Structure Draw Conclusions Argument Type Argument Order Message Format Headline, Copy, Color, Words, & Sounds, Body Language Action
有效传播的步骤 14-5 Step 4. Choosing Media Personal communication Channels Nonpersonal communication Channels Step 5. Selecting the Message Source Step 6. Collecting Feedback 商务策划学院2002
商务策划学院 2002 14-5 Nonpersonal Communication Channels 有效传播的步骤 Step 4. Choosing Media Personal Communication Channels Step 5. Selecting the Message Source Step 6. Collecting Feedback
制定总的促销预算 14-6 Affordable Percentage- Method of-sales Method Competitive Objective Parity and-Task Method Method 商务策划学院2002
商务策划学院 2002 14-6 Percentageof-Sales Method Affordable Method CompetitiveParity Method Objectiveand-Task Method 制定总的促销预算
制定促销组合 14-7 Nature of Each Promotion Tool Advertising Reaches Many Buyers, Expressive persona Personal Selling Personal Interaction, Builds Relationships Costly Sales promotion Provides Strong Incentives to Buy Short-Lived Public relations Believable, Effective, Economical Underused by Many Companies Direct Marketing Nonpublic, Immediate, Customized Interactive 商务策划学院2002
商务策划学院 2002 制定促销组合 14-7 Nature of Each Promotion Tool Advertising Reaches Many Buyers, Expressive Impersonal Personal Selling Personal Interaction, Builds Relationships Costly Sales Promotion Provides Strong Incentives to Buy Short-Lived Public Relations Believable, Effective, Economical Underused by Many Companies Direct Marketing Nonpublic, Immediate, Customized, Interactive
发展促销组合战路考虑的因素 14-8 Push Strategy-“ Pushing” the Product Through Distribution Channels to Final Consumers Pull Strategy -Producer Directs It's Marketing Activities Toward Final Consumers to Induce Them to Buy the Product. Type of Product Product/ Life-Cycle Market Stage Buyer/ Readiness Stage 商务策划学院2002
商务策划学院 2002 发展促销组合战略考虑的因素 14-8 • Push Strategy - “Pushing” the Product Through Distribution Channels to Final Consumers. • Pull Strategy - Producer Directs It’s Marketing Activities Toward Final Consumers to Induce Them to Buy the Product. Type of Product/ Market Buyer/ Readiness Stage Product Life-Cycle Stage
营销传播的改变 14-9 New Marketing communications Realities Marketers Have Shifted Improvements in Away From Mass Information Technology Marketing Has Led to Less broadcasting Segmented Marketing More Narrowcasting 商务策划学院2002
商务策划学院 2002 营销传播的改变 14-9 Marketers Have Shifted Away From Mass Marketing Less Broadcasting New Marketing Communications Realities Improvements in Information Technology Has Led to Segmented Marketing More Narrowcasting
整合营销传播 14-10 Company Carefully Integrates and Coordinates Its Many Communication Channels to Deliver a clear. Consistent Compelling Message Packaging Advertising Event Personal Marketing Message Selling. Direct Sales Marketing Promotion Public Relations 商务策划学院2002
商务策划学院 2002 14-10 整合营销传播 Company Carefully Integrates and Coordinates Its Many Communication Channels to Deliver a Clear, Consistent, Compelling Message. Advertising Personal Selling Public Relations Sales Promotion Direct Marketing Packaging Event Marketing Message
