2018-3-9 的B白Memm Building and maintaining brand loyalty within the trade 在交易中创建和维持品牌忠诚度 Marketers can provide the trade with: ·营销商可以提供给交易 Sales training programs销售培训项目 Collateral advertising materials担保的广告材料 Point-of- purchase advertising displays售点陈列 Web traffic网站流量 Foot traffic-. building special events吸引客流量的活动 Advertising 's Role in Segmentation 广告在市场细分申的角色 Market segmentatio Process of breaking down a large heterogeneous market into submarkets that are homogeneous in terms of consumer characteristics ·市场细分:将一个大的异质的市场根据消费者特征划分为具有相同特点的子市场 ° Advertising helps 广告的角色 Develop messages that appeal to the needs and desires of different segments 针对不同的细分市场开发满足其需求的各种信息 Transmit those messages via appropriate media2018-3-9 4 Role of Advertising in BrandManagement 广告在品牌管理中的角色 • Building and maintaining brand loyalty within the trade • 在交易中创建和维持品牌忠诚度 • Marketers can provide the trade with: • 营销商可以提供给交易： • Sales training programs销售培训项目 • Collateral advertising materials担保的广告材料 • Point-of-purchase advertising displays售点陈列 • Premiums 溢价 • Web traffic 网站流量 • Foot traffic-building special events吸引客流量的活动 7 Advertising’s Role in Segmentation 广告在市场细分中的角色 • Market segmentation: Process of breaking down a large, heterogeneous market into submarkets that are homogeneous in terms of consumer characteristics • 市场细分：将一个大的异质的市场根据消费者特征划分为具有相同特点的子市场 • Advertising helps: • 广告的角色： • Develop messages that appeal to the needs and desires of different segments • 针对不同的细分市场开发满足其需求的各种信息 • Transmit those messages via appropriate media • 通过多种媒介传播信息 8