商务策划学院 2002
14-1促销组合
Advertising
Personal Selling
Any Paid Form of Nonpersonal
Presentation by an Identified
Sponsor.
Sales Promotion Short-term Incentives to Encourage Sales.
Public Relations
Building Good Relations with
Various Publics by Obtaining
Favorable Unpaid Publicity.
Direct Marketing Direct Communications With Individuals to Obtain
an Immediate Response.
Personal Presentations by
a Firm’s Sales Force.
商务策划学院 2002
14-2
Noise Noise Noise Noise Noise Noise
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Noise Noise Noise Noise Noise Noise
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Media
Sender
Encoding
Message
Decoding
Receiver
Response
Feedback
传播过程
商务策划学院 2002
14-3有效传播的步骤
Step 1,Identifying the Target Audience
Step 2,Determining the Communication Objectives
Buyer Readiness Stages
Purchase
Conviction
Preference
Liking
Knowledge
Awareness
商务策划学院 2002
14-4
Step 3,Designing a Message
有效传播的步骤
Attention Interest Desire
Message Content
Rational Appeals
Emotional Appeals
Moral Appeals
Message Structure
Draw Conclusions
Argument Type
Argument Order
Message Format
Headline,Copy,Color,
Words,& Sounds,
Body Language
Action
商务策划学院 2002
14-5
Nonpersonal Communication
Channels
有效传播的步骤
Step 4,Choosing Media
Personal Communication
Channels
Step 5,Selecting the Message Source
Step 6,Collecting Feedback
商务策划学院 2002
14-6
Percentage-
of-Sales
Method
Affordable
Method
Competitive-
Parity
Method
Objective-
and-Task
Method
制定总的促销预算
商务策划学院 2002
14-7制定促销组合
Nature of Each Promotion Tool
Advertising
Reaches Many Buyers,Expressive
Impersonal
Personal Selling
Personal Interaction,Builds Relationships
Costly
Sales Promotion
Provides Strong Incentives to Buy
Short-Lived
Public Relations
Believable,Effective,Economical
Underused by Many Companies
Direct Marketing
Nonpublic,Immediate,Customized,
Interactive
商务策划学院 2002
14-8发展促销组合战略考虑的因素
? Push Strategy -,Pushing” the Product Through
Distribution Channels to Final Consumers.
? Pull Strategy - Producer Directs It’s Marketing
Activities Toward Final Consumers to Induce Them
to Buy the Product.
Type of
Product/
Market
Buyer/
Readiness
Stage
Product
Life-Cycle
Stage
商务策划学院 2002
14-9营销传播的改变
Marketers Have Shifted
Away From Mass
Marketing
Less Broadcasting
New Marketing Communications Realities
Improvements in
Information Technology
Has Led to
Segmented Marketing
More Narrowcasting
商务策划学院 2002
14-10整合营销传播
Company Carefully Integrates and
Coordinates Its Many Communication
Channels to Deliver a Clear,Consistent,
Compelling Message.
Advertising
Personal
Selling
Public
Relations
Sales
Promotion
Direct
Marketing
Packaging
Event
Marketing Message