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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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