一、广告及其作用 二、广告决策过程 三、广告实例评析

市场渗透: increase sales to present customers with current products. How? Cut prices, increase advertising, get products into more stores. 市场开发: develop new markets with current products. How? Identify new demographic or geographic markets

一、公共关系概述 二、公共关系的实战运用 三、公共关系危机管理

一、促销与促销组合 二、人员推销 三、营业推广

Anything that can be offered to a market for attention, acquisition, use or consumption. Satisfies a want or a need. Includes: –Physical Products –Services –Persons –Places

广东财经大学：外国语学院《国际市场营销（英）》课程教学大纲

Step 1. Identifying the Target Audience Step 2. Determining the Communication Objectives Buyer Readiness Stages

Any form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. U.S. advertisers spend in excess of $175 billion each year. Advertising is used by: – Business firms, –Nonprofit organizations, –Professionals

A set of interdependent organizations (intermediaries) involved in the process of making a product or service available for use or consumption by the consumer or business user

Objectives Setting the Price Adapting the Price Initiating & Responding to Price Changes