市场营销学第14章（英文）课件

市场营销学第14章（英文）,ChapterFourteen,CommunicatingCustomerValue:IntegratedMarketingCommunicationsStrategy,市场营销学第14章（英文）,CommunicatingCustomerValue:IntegratedMarketingCommunicationsStrategy,ThePromotionMixIntegratedMarketingCommunicationsAViewoftheCommunicationsProcessStepsinDevelopingEffectiveMarketingCommunicationSettingtheTotalPromotionBudgetandMixSociallyResponsibleMarketingCommunication,TopicOutline,市场营销学第14章（英文）,Thepromotionmixisthespecificblendofadvertising,publicrelations,personalselling,anddirect-marketingtoolsthatthecompanyusestopersuasivelycommunicatecustomervalueandbuildcustomerrelationships,ThePromotionMix,市场营销学第14章（英文）,ThePromotionMix,MajorPromotionTools,市场营销学第14章（英文）,ThePromotionMix,Advertisingisanypaidformofnon-personalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsorBroadcastPrintInternetOutdoor,MajorPromotionTools,市场营销学第14章（英文）,ThePromotionMix,Salespromotionistheshort-termincentivestoencouragethepurchaseorsaleofaproductorserviceDiscountsCouponsDisplaysDemonstrations,MajorPromotionTools,市场营销学第14章（英文）,ThePromotionMix,Publicrelationsinvolvesbuildinggoodrelationswiththecompanysvariouspublicsbyobtainingfavorablepublicity,buildingupagoodcorporateimage,andhandlingorheadingoffunfavorablerumors,stories,andeventsPressreleasesSponsorshipsSpecialeventsWebpages,MajorPromotionTools,市场营销学第14章（英文）,ThePromotionMix,PersonalsellingisthepersonalpresentationbythefirmssalesforceforthepurposeofmakingsalesandbuildingcustomerrelationshipsSalespresentationsTradeshowsIncentiveprograms,MajorPromotionTools,市场营销学第14章（英文）,ThePromotionMix,Directmarketinginvolvesmakingdirectconnectionswithcarefullytargetedindividualconsumerstobothobtainanimmediateresponseandcultivatelastingcustomerrelationshipsthroughtheuseofdirectmail,telephone,direct-responsetelevision,e-mail,andtheInternettocommunicatedirectlywithspecificconsumersCatalogTelemarketingKiosks,MajorPromotionTools,市场营销学第14章（英文）,IntegratedMarketingCommunications,ConsumersarebetterinformedMorecommunicationLessmassmarketingChangingcommunicationstechnology,TheNewMarketingCommunicationsLandscape,市场营销学第14章（英文）,IntegratedMarketingCommunications,Integratedmarketingcommunicationsistheintegrationbythecompanyofitscommunicationchannelstodeliveraclear,consistent,andcompellingmessageabouttheorganizationanditsbrands,TheNeedforIntegratedMarketingCommunications,市场营销学第14章（英文）,AViewoftheCommunicationProcess,TheCommunicationProcess,市场营销学第14章（英文）,StepsinDevelopingEffectiveMarketingCommunication,市场营销学第14章（英文）,StepsinDevelopingEffectiveCommunication,IdentifyingtheTargetmarket,市场营销学第14章（英文）,StepsinDevelopingEffectiveMarketingCommunication,Marketersseekapurchaseresponsethatresultsfromaconsumerdecision-makingprocessthatincludesthestagesofbuyerreadiness,DeterminingtheCommunicationObjectives,市场营销学第14章（英文）,StepsinDevelopingEffectiveMarketingCommunication,AIDAModelGetAttentionHoldInterestArouseDesireObtainAction,DesigningaMessage,市场营销学第14章（英文）,StepsinDevelopingEffectiveMarketingCommunication,MessagecontentisanappealorthemethatwillproducethedesiredresponseRationalappealEmotionalappealMoralappealMessageFormat,DesigningaMessage,市场营销学第14章（英文）,StepsinDevelopingEffectiveMarketingCommunication,Rationalappealrelatestotheaudiencesself-interestEmotionalappealisanattempttostiruppositiveornegativeemotionstomotivateapurchase,DesigningaMessage,市场营销学第14章（英文）,StepsinDevelopingEffectiveMarketingCommunication,Moralappealisdirectedattheaudiencessenseofrightandproper,DesigningaMessage,市场营销学第14章（英文）,StepsinDevelopingEffectiveMarketingCommunication,PersonalcommunicationinvolvestwoormorepeoplecommunicatingdirectlywitheachotherFacetofacePhoneMailE-mailInternetchat,ChoosingMedia,市场营销学第14章（英文）,StepsinDevelopingEffectiveMarketingCommunication,PersonalcommunicationiseffectivebecauseitallowspersonaladdressingandfeedbackControlofpersonalcommunicationCompanyIndependentexpertsWordofmouth,ChoosingMedia,市场营销学第14章（英文）,StepsinDevelopingEffectiveMarketingCommunication,Opinionleadersarepeoplewithinareferencegroupwho,becauseoftheirspecialskills,knowledge,personality,orothercharacteristics;exertssocialinfluenceonothersBuzzmarketinginvolvescultivatingopinionleadersandgettingthemtospreadinformationaboutaproductorservicetoothersintheircommunities,ChoosingMediaPersonalCommunication,市场营销学第14章（英文）,StepsinDevelopingEffectiveMarketingCommunication,Non-personalcommunicationismediathatcarrymessageswithoutpersonalcontactorfeedback,includingmajormedia,atmospheres,andeventsthataffectthebuyerdirectly,Non-PersonalCommunicationChannels,市场营销学第14章（英文）,StepsinDevelopingEffectiveMarketingCommunication,Majormediaincludeprint,broadcast,display,andonlinemediaAtmospheresaredesignedenvironmentsthatcreateorreinforcethebuyersleaningstowardbuyingaproduct,Non-PersonalCommunicationChannels,市场营销学第14章（英文）,StepsinDevelopingEffectiveMarketingCommunication,EventsarestagedoccurrencesthatcommunicatemessagestotargetaudiencesPressconferencesGrandopeningsExhibitsPublictours,NonpersonalCommunicationChannels,市场营销学第14章（英文）,StepsinDevelopingEffectiveMarketingCommunication,ThemessagesimpactonthetargetaudienceisaffectedbyhowtheaudienceviewsthecommunicatorCelebritiesAthletesEntertainersProfessionalsHealthcareproviders,SelectingtheMessageSource,市场营销学第14章（英文）,StepsinDevelopingEffectiveMarketingCommunication,Involvesthecommunicatorunderstandingtheeffectonthetargetaudiencebymeasuringbehaviorresultingfromthebehavior,CollectingFeedback,市场营销学第14章（英文）,SettingtheTotalPromotionBudgetandMix,AffordablebudgetmethodsetsthebudgetatanaffordablelevelIgnorestheeffectsofpromotiononsales,SettingtheTotalPromotionBudget,市场营销学第14章（英文）,PercentageofsalesmethodsetsthebudgetatacertainpercentageofcurrentorforecastedsalesorunitsalespriceEasytouseandhelpsmanagementthinkabouttherelationshipbetweenpromotion,sellingprice,andprofitperunitWronglyviewssalesasthecauseratherthantheresultofpromotion,SettingtheTotalPromotionBudget,SettingtheTotalPromotionBudgetandMix,市场营销学第14章（英文）,Competitive-paritymethodsetsthebudgettomatchcompetitoroutlaysRepresentsindustrystandardsAvoidspromotionwars,SettingtheTotalPromotionBudget,SettingtheTotalPromotionBudgetandMix,市场营销学第14章（英文）,Objective-and-taskmethodsetsthebudgetbasedonwhatthefirmwantstoaccomplishwithpromotionandincludes:DefiningpromotionobjectivesDeterminingtaskstoachievetheobjectivesEstimatingcosts,SettingtheTotalPromotionBudget,SettingtheTotalPromotionBudgetandMix,市场营销学第14章（英文）,SettingtheTotalPromotionBudgetandMix,Advertisingreachesmassesofgeographicallydispersedbuyersatalowcostperexposure,anditenablesthesellertorepeatamessagemanytimes,ShapingtheOverallPromotionMixTheNatureofEachPromotionTool,市场营销学第14章（英文）,Personalsellingisthemosteffectivemethodatcertainstagesofthebuyingprocess,particularlyinbuildingbuyerspreferences,convictions,actions,anddevelopingcustomerrelationships,ShapingtheOverallPromotionMixTheNatureofEachPromotionTool,SettingtheTotalPromotionBudgetandMix,市场营销学第14章（英文）,Salespromotionincludescoupons,contests,cents-offdeals,andpremiumsthatattractconsumerattentionandofferstrongincentivestopurchase,andcanbeusedtodramatizeproductoffersandtoboostsaggingsales,ShapingtheOverallPromotionMixTheNatureofEachPromotionTool,SettingtheTotalPromotionBudgetandMix,市场营销学第14章（英文）,Publicrelationsisaverybelievableformofpromotionthatincludesnewsstories,features,sponsorships,andeventsDirectmarketingisanon-public,immediate,customized,andinteractivepromotionaltoolthatincludesdirectmail,catalogs,telemarketing,andonlinemarketing,ShapingtheOverallPromotionMixTheNatureofEachPromotionTool,SettingtheTotalPromotionBudgetandMix,市场营销学第14章（英文）,PromotionMixStrategies,SettingtheTota