各种分解图大全.ppt

人职匹配,第五讲 职业探索与决策,教学内容,为什么要探索？ 探索什么？ 如何探索？ 什么是职业决策？ 有哪些决策类型？ 你的决策类型？ 如何进行职业决策？,职业探索,职业决策,2.生涯决策平衡单,New Product Development Process,Idea Generation,Concept Development and Testing,Idea Screening,Three Types of Marketing in Service Industries,Cleaning/ maintenance services,Financial/ banking services,Restaurant industry,Importance-Performance Analysis,Advertising,Personal Selling,The Marketing Communications Mix,Step 5. Establish the Budget,Competitive Parity,Objective & Task,Affordable,% Of Sales,Factors in Developing Promotion Mix Strategies,Push Versus Pull Strategy,Objectives,Developing & Managing an Advertising Program Deciding on Media & Measuring Effectiveness Sales Promotion Public Relations,1.什么是职业决策,职业决策,凯恩斯的 经济理论,Major Decisions in Advertising,Informative Advertising Build Primary Demand,Persuasive Advertising Build Selective Demand,Comparison Advertising Compares One Brand to Another,Reminder Advertising Keeps Consumers Thinking About a Product.,Advertising Objectives,Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time,Profiles of Major Media Types,Advertising Strategy Message Execution,网络资源,Testimonial Evidence,Slice of Life,Scientific Evidence,Lifestyle,Technical Expertise,Fantasy,Musical,Personality Symbol,Mood or Image,Turning the “Big Idea” Into an Actual Ad to Capture the Target Markets Attention and Interest.,、和,Consumer-Goods Market Testing,Commercialization,When,Whom,Product Price Place Promotion,Major Decisions in International Marketing,Five Models of Entry Into Foreign Markets,What is a Brand?,Brand Equity,No Brand Loyalty (customer will change),Satisfied Customer (no reason to change),Satisfied & Switching Cost,Values the Brand (brand as friend),Devoted to Brand,An Overview of Branding Decisions,Branding Decision,Brand No brand,Brand- Sponsor Decision,Manu- facturer brand Distribu- tor (private) brand Licensed brand,Brand- Name Decision,Individual brand names Blanket family name Separate family names Company- individual names,Brand- Repositioning Decision,Reposi- tioning No reposi- tioning,Brand- Strategy Decision,Line extension Brand extension Multi- brands New brands Cobrands,Good Brand Names:,Price-Reaction Program for Meeting a Competitors Price Cut,Has competitor cut his price?,By more than 4% Drop price to competitors price,By 2-4% Drop price by half of the competitors price cut,By less than 2% Include a cents-off coupon for the next purchase,Channel Management Decisions,Retail Positioning Map,Low Price Low Status Low Margin,Mid Price Mid Status Mid Margin,High Price High Status High Margin,New Entrants,Wheel of Retailing,Transportation Modes,Demand,Market-Oriented Strategic Planning,Market-Oriented Strategic Planning