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1、ChapterFourteenCommunicatingCustomerValue:IntegratedMarketingCommunicationsStrategy市场营销学第14章(英文)CommunicatingCustomerValue:IntegratedMarketingCommunicationsStrategyThePromotionMixIntegratedMarketingCommunicationsAViewoftheCommunicationsProcessStepsinDevelopingEffectiveMarketingCommunicationSettingth
2、eTotalPromotionBudgetandMixSociallyResponsibleMarketingCommunicationTopicOutline市场营销学第14章(英文)Thepromotionmixisthespecificblendofadvertising,publicrelations,personalselling,anddirect-marketingtoolsthatthecompanyusestopersuasivelycommunicatecustomervalueandbuildcustomerrelationshipsThePromotionMix市场营销
3、学第14章(英文)ThePromotionMixMajorPromotionTools市场营销学第14章(英文)ThePromotionMixAdvertisingisanypaidformofnon-personalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsorBroadcastPrintInternetOutdoorMajorPromotionTools市场营销学第14章(英文)ThePromotionMixSalespromotionistheshort-termincentivestoencou
4、ragethepurchaseorsaleofaproductorserviceDiscountsCouponsDisplaysDemonstrationsMajorPromotionTools市场营销学第14章(英文)ThePromotionMixPublicrelationsinvolvesbuildinggoodrelationswiththecompanysvariouspublicsbyobtainingfavorablepublicity,buildingupagoodcorporateimage,andhandlingorheadingoffunfavorablerumors,s
5、tories,andeventsPressreleasesSponsorshipsSpecialeventsWebpagesMajorPromotionTools市场营销学第14章(英文)ThePromotionMixPersonalsellingisthepersonalpresentationbythefirmssalesforceforthepurposeofmakingsalesandbuildingcustomerrelationshipsSalespresentationsTradeshowsIncentiveprogramsMajorPromotionTools市场营销学第14章
6、(英文)ThePromotionMixDirectmarketinginvolvesmakingdirectconnectionswithcarefullytargetedindividualconsumerstobothobtainanimmediateresponseandcultivatelastingcustomerrelationshipsthroughtheuseofdirectmail,telephone,direct-responsetelevision,e-mail,andtheInternettocommunicatedirectlywithspecificconsumer
7、sCatalogTelemarketingKiosksMajorPromotionTools市场营销学第14章(英文)IntegratedMarketingCommunicationsConsumersarebetterinformedMorecommunicationLessmassmarketingChangingcommunicationstechnologyTheNewMarketingCommunicationsLandscape市场营销学第14章(英文)IntegratedMarketingCommunicationsIntegratedmarketingcommunication
8、sistheintegrationbythecompanyofitscommunicationchannelstodeliveraclear,consistent,andcompellingmessageabouttheorganizationanditsbrandsTheNeedforIntegratedMarketingCommunications市场营销学第14章(英文)AViewoftheCommunicationProcessTheCommunicationProcess市场营销学第14章(英文)StepsinDevelopingEffectiveMarketingCommunica
9、tion市场营销学第14章(英文)StepsinDevelopingEffectiveCommunicationIdentifyingtheTargetmarket市场营销学第14章(英文)StepsinDevelopingEffectiveMarketingCommunicationMarketersseekapurchaseresponsethatresultsfromaconsumerdecision-makingprocessthatincludesthestagesofbuyerreadinessDeterminingtheCommunicationObjectives市场营销学第1
10、4章(英文)StepsinDevelopingEffectiveMarketingCommunicationAIDAModelGetAttentionHoldInterestArouseDesireObtainActionDesigningaMessage市场营销学第14章(英文)StepsinDevelopingEffectiveMarketingCommunicationMessagecontentisanappealorthemethatwillproducethedesiredresponseRationalappealEmotionalappealMoralappealMessage
11、FormatDesigningaMessage市场营销学第14章(英文)StepsinDevelopingEffectiveMarketingCommunicationRationalappealrelatestotheaudiencesself-interestEmotionalappealisanattempttostiruppositiveornegativeemotionstomotivateapurchaseDesigningaMessage市场营销学第14章(英文)StepsinDevelopingEffectiveMarketingCommunicationMoralappeal
12、isdirectedattheaudiencessenseofrightandproperDesigningaMessage市场营销学第14章(英文)StepsinDevelopingEffectiveMarketingCommunicationPersonalcommunicationinvolvestwoormorepeoplecommunicatingdirectlywitheachotherFacetofacePhoneMailE-mailInternetchatChoosingMedia市场营销学第14章(英文)StepsinDevelopingEffectiveMarketingC
13、ommunicationPersonalcommunicationiseffectivebecauseitallowspersonaladdressingandfeedbackControlofpersonalcommunicationCompanyIndependentexpertsWordofmouthChoosingMedia市场营销学第14章(英文)StepsinDevelopingEffectiveMarketingCommunicationOpinionleadersarepeoplewithinareferencegroupwho,becauseoftheirspecialski
14、lls,knowledge,personality,orothercharacteristics;exertssocialinfluenceonothersBuzzmarketinginvolvescultivatingopinionleadersandgettingthemtospreadinformationaboutaproductorservicetoothersintheircommunitiesChoosingMediaPersonalCommunication市场营销学第14章(英文)StepsinDevelopingEffectiveMarketingCommunication
15、Non-personalcommunicationismediathatcarrymessageswithoutpersonalcontactorfeedback,includingmajormedia,atmospheres,andeventsthataffectthebuyerdirectlyNon-PersonalCommunicationChannels市场营销学第14章(英文)StepsinDevelopingEffectiveMarketingCommunicationMajormediaincludeprint,broadcast,display,andonlinemediaAt
16、mospheresaredesignedenvironmentsthatcreateorreinforcethebuyersleaningstowardbuyingaproductNon-PersonalCommunicationChannels市场营销学第14章(英文)StepsinDevelopingEffectiveMarketingCommunicationEventsarestagedoccurrencesthatcommunicatemessagestotargetaudiencesPressconferencesGrandopeningsExhibitsPublictoursNo
17、npersonalCommunicationChannels市场营销学第14章(英文)StepsinDevelopingEffectiveMarketingCommunicationThemessagesimpactonthetargetaudienceisaffectedbyhowtheaudienceviewsthecommunicatorCelebritiesAthletesEntertainersProfessionalsHealthcareprovidersSelectingtheMessageSource市场营销学第14章(英文)StepsinDevelopingEffective
18、MarketingCommunicationInvolvesthecommunicatorunderstandingtheeffectonthetargetaudiencebymeasuringbehaviorresultingfromthebehaviorCollectingFeedback市场营销学第14章(英文)SettingtheTotalPromotionBudgetandMixAffordablebudgetmethodsetsthebudgetatanaffordablelevelIgnorestheeffectsofpromotiononsalesSettingtheTotal
19、PromotionBudget市场营销学第14章(英文)PercentageofsalesmethodsetsthebudgetatacertainpercentageofcurrentorforecastedsalesorunitsalespriceEasytouseandhelpsmanagementthinkabouttherelationshipbetweenpromotion,sellingprice,andprofitperunitWronglyviewssalesasthecauseratherthantheresultofpromotionSettingtheTotalProm
20、otionBudgetSettingtheTotalPromotionBudgetandMix市场营销学第14章(英文)Competitive-paritymethodsetsthebudgettomatchcompetitoroutlaysRepresentsindustrystandardsAvoidspromotionwarsSettingtheTotalPromotionBudgetSettingtheTotalPromotionBudgetandMix市场营销学第14章(英文)Objective-and-taskmethodsetsthebudgetbasedonwhatthefir
21、mwantstoaccomplishwithpromotionandincludes:DefiningpromotionobjectivesDeterminingtaskstoachievetheobjectivesEstimatingcostsSettingtheTotalPromotionBudgetSettingtheTotalPromotionBudgetandMix市场营销学第14章(英文)SettingtheTotalPromotionBudgetandMixAdvertisingreachesmassesofgeographicallydispersedbuyersatalowc
22、ostperexposure,anditenablesthesellertorepeatamessagemanytimesShapingtheOverallPromotionMixTheNatureofEachPromotionTool市场营销学第14章(英文)Personalsellingisthemosteffectivemethodatcertainstagesofthebuyingprocess,particularlyinbuildingbuyerspreferences,convictions,actions,anddevelopingcustomerrelationshipsSh
23、apingtheOverallPromotionMixTheNatureofEachPromotionToolSettingtheTotalPromotionBudgetandMix市场营销学第14章(英文)Salespromotionincludescoupons,contests,cents-offdeals,andpremiumsthatattractconsumerattentionandofferstrongincentivestopurchase,andcanbeusedtodramatizeproductoffersandtoboostsaggingsalesShapingthe
24、OverallPromotionMixTheNatureofEachPromotionToolSettingtheTotalPromotionBudgetandMix市场营销学第14章(英文)Publicrelationsisaverybelievableformofpromotionthatincludesnewsstories,features,sponsorships,andeventsDirectmarketingisanon-public,immediate,customized,andinteractivepromotionaltoolthatincludesdirectmail,
25、catalogs,telemarketing,andonlinemarketingShapingtheOverallPromotionMixTheNatureofEachPromotionToolSettingtheTotalPromotionBudgetandMix市场营销学第14章(英文)PromotionMixStrategiesSettingtheTotalPromotionBudgetandMix市场营销学第14章(英文)IntegratingthePromotionMixChecklistSettingtheTotalPromotionBudgetandMix市场营销学第14章(英
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