《菲利普.科特勒－市场营销讲义（原版）28》由会员分享，可在线阅读，更多相关《菲利普.科特勒－市场营销讲义（原版）28（10页珍藏版）》请在金锄头文库上搜索。
1、by s . . . & . . . . . emand Any Paid Form of NonpersonalPresentation by an ldentifiedSponsor. Advertising Shortterm Incentives toEncourage Trial or Purchase. Protect and/or PromoteCompanys Image/products.Personal Presentations.Direct Communications WithIndividuals to Obtain anImmediate Response. Me
2、ssage Problems一 | 理资料大 http:/At Effective CommunicationsStep 1. ldentifying the Target Audience | KnowledgePreference |Step 3. Designing the MessageMessage ContentRational AppealsEmotional AppealsMoral AppealsMessage StructureDraw ConclusionsArgument TypeArgument OrderMessage FormatLayout,Words, & S
3、ounds，Body Language Expertise,Trustworthiness，Congruity Personal CommunicationChannels Nonpersonal CommunicationChannelsStep 5 Establish the Budget | Competitive ObjectiveParity & TaskStep 6. Decide on Communications Mix AdvertisingPublic, Pervasive, Expressive, Impersonal Sales PromotionCommunicati
4、on, Incentive, InvitationPublic Relations & PublicityCredibility Surprise, DramatizationPersonal Selling j Personal Confrontation, Cultivation, ResponseDirect MarketingNonpublic, Customized, Up-to-Date, Interactive Step 7，Measure Results | Step 8，Manage the IMC Process |Type of Buyer/Product/ ReadinessMarket StagePush vs. Product Life-Pull Strategy Cycle Stage Push Versus Pull StrategyMarketingactivities Interme-Marketing3Producer diaries下| Demand | Push Strategy| Marketing activities Demand Interme- DemandProducer | diaries aa LT
