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Title,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 Firms Sales Force.,Noise Noise Noise Noise Noise Noise,Noise Noise Noise Noise Noise Noise,Noise Noise Noise Noise Noise Noise,Noise Noise Noise Noise Noise Noise,Noise Noise Noise Noise Noise Noise,Noise Noise Noise Noise Noise Noise,Noise Noise Noise Noise Noise Noise,Noise Noise Noise Noise Noise Noise,Noise Noise Noise Noise Noise Noise,Noise Noise Noise Noise Noise Noise,Noise Noise Noise Noise Noise Noise,Noise Noise Noise Noise Noise Noise,Noise Noise Noise Noise Noise Noise,Noise Noise Noise Noise Noise Noise,Noise Noise Noise Noise Noise Noise,Media,Sender,Encoding,Message,Decoding,Receiver,Response,Feedback,传播过程,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,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,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,Percentage-,of-Sales,Method,Affordable,Method,Competitive-,Parity,Method,Objective-,and-Task,Method,制定总的促销预算,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,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 Its Marketing Activities Toward Final Consumers to Induce Them to Buy the Product.,Type of Product/Market,Buyer/Readiness Stage,Product Life-Cycle Stage,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,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,9,、静夜四无邻,荒居旧业贫。,10月-24,10月-24,Sunday,October 6,2024,10,、雨中黄叶树,灯下白头人。,20:17:40,20:17:40,20:17,10/6/2024 8:17:40 PM,11,、以我独沈久,愧君相见频。,10月-24,20:17:40,20:17,Oct-24,06-Oct-24,12,、故人江海别,几度隔山川。,20:17:40,20:17:40,20:17,Sunday,October 6,2024,13,、乍见翻疑梦,相悲各问年。,10月-24,10月-24,20:17:40,20:17:40,October 6,2024,14,、他乡生白发,旧国见青山。,06 十月 2024,8:17:41 下午,20:17:41,10月-24,15,、比不了得就不比,得不到的就不要。,。,十月 24,8:17 下午,10月-24,20:17,October 6,2024,16,、行动出成果,工作出财富。,2024/10/6 20:17:41,20:17:41,06 October 2024,17,、做前,能够环视四周;做时,你只能或者最好沿着以脚为起点的射线向前。,8:17:41 下午,8:17 下午,20:17:41,10月-24,9,、没有失败,只有暂时停止成功!。,10月-24,10月-24,Sunday,October 6,2024,10,、很多事情努力了未必有结果,但是不努力却什么改变也没有。,20:17:41,20:17:41,20:17,10/6/2024 8:17:41 PM,11,、成功就是日复一日那一点点小小努力的积累。,10月-24,20:17:41,20:17,Oct-24,06-Oct-24,12,、世间成事,不求其绝对圆满,留一份不足,可得无限完美。,20:17:41,20:17:41,20:17,Sunday,October 6,2024,13,、不知香积寺,数里入云峰。,10月-24,10月-24,20:17:41,20:17:41,October 6,2024,14,、意志坚强的人能把世界放在手中像泥块一样任意揉捏。,06 十月 2024,8:17:41 下午,20:17:41,10月-24,15,、楚塞三湘接,荆门九派通。,。,十月 24,8:17 下午,10月-24,20:17,October 6,2024,16,、少年十五二十时,步行夺得胡马骑。,2024/10/6 20:17:41,20:17:41,06 October 2024,17,、空山新雨后,天气晚来秋。,8:17:41 下午,8:17 下午,20:17:41,10月-24,9,、杨柳散和风,青山澹吾虑。,10月-24,10月-24,Sunday,October 6,2024,10,、阅读一切好书如同和过去最杰出的人谈话。,20:17:41,20:17:41,20:17,10/6/2024 8:17:41 PM,11,、越是没有本领的就越加自命不凡。,10月-24,20:17:41,20:17,Oct-24,06-Oct-24,12,、越是无能的人,越喜欢挑剔别人的错儿。,20:17:41,20:17:41,20:17,Sunday,October 6,2024,13,、知人者智,自知者明。胜人者有力,自胜者强。,10月-24,10月-24,20:17:41,20:17:41,October 6,2024,14,、意志坚强的人能把世界放在手中像泥块一样任意揉捏。,06 十月 2024,8:17:41 下午,20:17:41,10月-24,15,、最具挑战性的挑战莫过于提升自我。,十月 24,8:17 下午,10月-24,20:17,October 6,2024,16,、业余生活要有意义,不要越轨。,2024/10/6 20:17:41,20:17:41,06 October 2024,17,、一个人即使已登上顶峰,也仍要自强不息。,8:17:41 下午,8:17 下午,20:17:41,10月-24,MOMODA POWERPOINT,Lorem ipsum dolor sit amet,consectetur adipiscing elit.Fusce id urna blandit,eleifend nulla ac,fringilla purus.Nulla iaculis tempor felis ut cursus.,感谢您的下载观看,专家告诉,
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