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1、International Marketing国际市场营销学国际市场营销学Marketing CommunicationsChapter 12Chapter Outline1.CommunicationsMix2.Advertising3.PersonalSelling4.PublicRelation5.SalesPromotionIntroductionIntegratedmarketingcommunications(IMC)comprises:advertisingpersonalsellingpublicrelationssalespromotionsevent/experience,
2、anddirectMarketing MarketingPromotionMix&MarketingCommunicationsMixCommunications ProcessCommunications Process1.An information source.Aninternationalmarketingexecutivewithaproductmessagetocommunicate2.Encoding.Themessagefromthesourceconvertedintoeffectivesymbolismfortransmissiontoareceiver3.A messa
3、ge channel.Thesalesforceand/oradvertisingmediathatconveytheencodedmessagetotheintendedreceiver4.Decoding.Theinterpretationbythereceiverofthesymbolismtransmittedfromtheinformationsource5.Receiver.Consumeractionbythosewhoreceivethemessageandarethetargetforthethoughttransmitted6.Feedback.Informationabo
4、uttheeffectivenessofthemessagethatflowsfromthereceiver(theintendedtarget)backtotheinformationsourceforevaluationoftheeffectivenessoftheprocess7.Noise.UncontrollableandunpredictableinfluencessuchascompetitiveactivitiesandconfusionthatdetractfromtheprocessandaffectanyoralloftheothersixstepsTheinternat
5、ionalcommunicationsprocessconsistsofthefollowingsevensteps:Common Communication Platforms 1/2AdvertisingPrintandbroadcastadsPackaging-outerPackaginginsertsMotionpicturesBrochuresandbookletsPostersandleafletsDirectoriesReprintsofadsBillboardsDisplaysignsPoint-of-purchasedisplaysAudiovisualmaterialSym
6、bolsandlogosVideotapesSalesPromotionContests,games,sweepstakes,lotteriesPremiumsandgiftsSamplingFairsandtradeshowsExhibitsDemonstrationsCouponsRebatesLow-interestfinancingEntertainmentTrade-inallowancesContinuityprogramsTie-insPersonalSellingSalespresentationsSalesmeetingsIncentiveprogramsSamplesFai
7、rsandtradeshowsCommon Communication Platforms 2/2PublicRelationsPresskitsSpeechesSeminarsAnnualreportsCharitabledonationsPublicationsCommunityrelationsLobbyingIdentitymediaCompanymagazineDirectMarketingCatalogsMailingsTelemarketingElectronicshoppingTVshoppingFaxmailE-mailVoicemailEvents/ExperiencesS
8、portsEntertainmentFestivalsArtsCausesFactorytoursCompanymuseumsStreetactivitiesAdvertising1.Pervasiveness（普及性）Advertisingpermitsthesellertorepeatamessagemanytimes.Italsoallowsthebuyertoreceiveandcomparethemessagesofvariouscompetitors.Large-scaleadvertisingsayssomethingpositiveaboutthesellerssize,pow
9、er,andsuccess.2.Amplifiedexpressiveness（富有表现力）Advertisingprovidesopportunitiesfordramatizingthecompanyanditsproductsthroughtheartfuluseofprint,sound,andcolor.3.Impersonality（非人格性）Theaudiencedoesnotfeelobligatedtopayattentionorrespondtoadvertising.Advertisingisamonologueinfrontof,notadialoguewith,the
10、audience.Personal SellingPersonalsellingisthemosteffectivetoolatlaterstagesofthebuyingprocess,particularlyinbuildingupbuyerpreference,conviction,andaction.Personalsellinghasthreedistinctivequalities:1.Personalinteraction（面对面接触性）Personalsellinginvolvesanimmediateandinteractiverelationshipbetweentwoor
11、morepersons.Eachpartyisabletoobservetheothersreactions.2.Cultivation（人际关系的培养）Personalsellingpermitsallkindsofrelationshipstospringup,rangingfromamatter-of-factsellingrelationshiptoadeeppersonalfriendship.3.Response（反应性）Personalsellingmakesthebuyerfeelundersomeobligationforhavinglistenedtothesalestal
12、k.Public RelationsThejobconsistsofnotonlyencouragingthepresstocoverpositivestoriesaboutcompanies,butalsoofmanagingunfavorablerumors,stories,andeventsCreatinggoodrelationshipswiththepopularpressandothermediatohelpcompaniescommunicatemessagestotheirpublicscustomers,thegeneralpublic,andgovernmentalregu
13、latorsistheroleofpublicrelations(PR)Marketerstendtounderusepublicrelations,yetawell-thought-outprogramcoordinatedwiththeothercommunications-mixelementscanbeextremelyeffective.Theappealofpublicrelationsandpublicityisbasedonthreedistinctivequalities:1.Highcredibility（高度可信性）Newsstoriesandfeaturesaremor
14、eauthenticandcredibletoreadersthanads.2.Abilitytocatchbuyersoffguard（消除防卫性）Publicrelationscanreachprospectswhoprefertoavoidsalespeopleandadvertisements.3.Dramatization（戏剧性）Publicrelationshasthepotentialfordramatizingacompanyorproduct.Public RelationsSales Promotions in International Markets1.Cents-o
15、ff2.In-StoreDemonstrations3.Samples4.Coupons5.GiftsSalespromotionsaremarketingactivitiesthatstimulateconsumerpurchasesandimproveretailerormiddlemeneffectivenessandcooperationExamplesofsalespromotioninclude:Salespromotionsareshort-termeffortsdirectedtotheconsumerorretailertoachievesuchspecificobjecti
16、vesasconsumer-producttrialorimmediatepurchase6.ProductTie-Ins7.Contests8.Sweepstakes9.SponsorshipofSpecialEvents,10.Point-Of-PurchaseDisplaysCompaniesusesalespromotiontoolscoupons,contests,premiums,andtheliketodrawastrongerandquickerbuyerresponse.Salespromotioncanbeusedforshort-runeffectssuchastohig
17、hlightproductoffersandboostsaggingsales.Salespromotiontoolsofferthreedistinctivebenefits:1.Communication（传播性）Theygainattentionandmayleadtheconsumertotheproduct.2.Incentive（刺激性）Theyincorporatesomeconcession,inducement,orcontributionthatgivesvaluetotheconsumer.3.Invitation（邀请性）Theyincludeadistinctinvi
18、tationtoengageinthetransactionnow.Sales Promotions 1.Relevant（相关性）Awell-choseneventorexperiencecanbeseenashighlyrelevantastheconsumergetspersonallyinvolved.2.Involving（参与性）Giventheirlive,real-timequality,consumerscanfindeventsandexperiencesmoreactivelyengaging.3.Implicit（含蓄性）Eventsaremoreofanindirec
19、tsoft-sell.Events and ExperiencesThemanyformsofdirectmarketingdirectmail,telemarketing,Internetmarketingsharethreedistinctivecharacteristics.Directmarketingis:1.Customized（定制性）Themessagecanbepreparedtoappealtotheaddressedindividual.2.Up-to-date（及时性）Amessagecanbepreparedveryquickly.3.Interactive（互动性）Themessagecanbechangeddependingonthepersonsresponse.Direct MarketingIntegratedMarketingCommunicationsInternationaladvertisingInternationalpersonalsellingInternationalpublicrelationsInternationalsalespromotionEventandexperienceDirectmarketingMediaKey Terms
