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单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,第六组组员：黄彬彬、吴宇恒、张蕴妍、,李胜强、,梁聪,Motorolas,an integrated marketing communications plan for it,Discussion Questions,1. If you were to design an integrated marketing communications plan for the Moto in the United States, using billboards, the Internet, radio, and print, what features and benefits of the cell phone would you play up in each of these media? Why? What needs to be consistent across the media? What could differ?,2. Next, how would you modify your plans to promote the phone in China? In Finland (home of Nokia)? In Brazil (big youth market)?,3. Has Motorola “succeeded”? Do you consider it or its phones to be “cool”?,Motolora in,Finland,Motolora in,Brazil,Motolora in,America,Motolora in,China,1,2,3,4,Succeeded and cool,5,Droid, Enjoy,Motorolas new phone series,Droid series,American Market,High consumption power,Accepting new product,Caring about brand, quality, safety of product,Motolora in America,Large market share,Strong brand,Making the message be consistent,Powerful function, fashion design, high quality and good service,Droid, Enjoy,feature,Target Groups,information,billboards,Flexibility;,High repeat,exposur,e,;,Low cost;Low message competition;,Little audience selectivity;,Creative limitations,ALL,Patricia Field,;,H,ardware configuration,;,A,pplication function,feature,Target Groups,information,Internet,High selectivity;,Low cost;,Immediacy;,Custome,r,is full of energy,High Creative:,Follow up the scent and scale impact,young people;,(A better educated,total purchasing power,Fluency and comfort with digital technology),Patricia Field;,Hardware configuration;,Software;,Entertainment;,feature,Target Groups,information,Radio,Good Local acceptance;,High geographic and demographic selectivity;,Low cost:,Skeptical bunch,Cautious;,Focus on the quality and the value,Practicability;,Cost performance,feature,Target Groups,information,Print,Huge information;,Timeliness;,High believability;,A better-educated;,More white-collar,More professional population;,All message,and a detailed description,Motolorain,China,Background,BrandCompetitiveness,2003,：,：thefirst one,2004,：,：thesecondafter,2005,：,：thethird afterand,modify,the,plan,Establish a,better,brand image,：Energetic and Fashionable,Movedconsumers,：Concerntrate on Consumer Wants andNeeds,Balance thecost andtheprice,：Use thepromotiontools,Make thesaleschannel moreconvenient,Motolorain,Finland,Background,Home of,has,：,：50%ofthemobile phone market,modify,the,plan,Advertisements,：Energetic andFashionable,MarketPositioning,：mid-range andlowend markets,Sale strategy,：smallcities,gamesformobile phones,Motolorain,Brazil,Background,Thesecond largestmarket,Hasafactory in,Jaguarina,Q8,modify,the,plan,Personalizedesign,Advertisement,：J,ayChou,Integrationofbrand,：Technologyandbrand（ZN5）,Buildownmarketing network,I,t hasn,o,t succeeded,Althoughmanagershadput Motorolasboxesinthe window,it,sonly appearances.,When,us,ing,theconceptofIMC,t,hemessages,are,thesameincontentandsimilarinexecution.,I,t,i,snotreallycool,Althoughitlookedsobright,soartistic,itdoesntpractical.,Thankyou,！,最为命,运,运所屈,辱,辱的人,，,，只要,还,还抱有,希,希望，,便,便无所,怨,怨惧。,这个世界,并,并不在乎,你,你的自尊,，,，只在乎,你,你做出来,的,的成绩，,然,然后再去,强,强调你的,感,感受。1月-231月-2321:57,以爱为凝,聚,聚力的公,司,司比靠畏,惧,惧维系的,公,公司要稳,固,固得多。,珍惜今天,的,的拥有，,明,明天才会,富,富有。,一个公司,要,要发展迅,速,速得力于,聘,聘用好的,人,人才，尤,其,其是需要,聪,聪明的人,才,才。,3,岁前,后,后严,格,格管,理,理，,做,做孩,子,子的,家,家长,；,；,13,岁前,后,后逐,步,步放,手,手，,做,做孩,子,子的,朋,朋友,。,。有,效,效的,教,教育,是,是先,严,严后,松,松，,无,无效,的,的教,育,育是,先,先松,后,后严,。,。有,效,效的,激,激励,是,是朝,五,五晚,九,九，,无,无效,的,的激,励,励是,朝,朝九,晚,晚五,。,。1月-231月-2321:571月-23,怀疑和否定,之,之海，围绕,着,着人们小小,的,的岛屿，而,信,信念则鞭策,人,人，使人勇,敢,敢面对未知,的,的前途。1月-231月-231月-231月-23,对人才的运,用,用，仅仅限,于,于收罗是远,远,远不够的，,重,重要的是对,人,人才不仅要,善,善于识别其,长,长处，而且,要,要敢于大胆,地,地使用，以,让,让其充分显,示,示自己的才,能,能。,微软公司在,用,用人上所表,现,现出的胆略,与,与气魄是别,的,的公司无可,比,比拟的。,因为有了感,谢,谢之心，才,能,能引发惜物,及,及谦虚之心,，,，使生活充,满,满欢乐，心,理,理保持平衡,，,，在待人接,物,物时自然能,免,免去许多无,谓,谓的对抗与,争,争执。,只有一条路,不,不能选择21:57:0521:57:05,一个人在科,学,学探索的道,路,路上，走过,弯,弯路，犯过,错,错误，并不,是,是坏事，更,不,不是什么耻,辱,辱，要在实,践,践中勇于承,认,认和改正错,误,误。,业精,于,于勤,，,，荒,于,于嬉,。,。1月-231月-232121:57:051月-23,合作,是,是一,切,切团,队,队繁,荣,荣的,根,根本,。,。,我知,道,道什,么,么是,劳,劳动,:,劳动,是,是世,界,界上,一,一切,欢,欢乐,和,和一,切,切美,好,好事,情,情的,源,源泉,。,。,世间没有,一,一种具有,真,真正价值,的,的东西，,可,可以不经,过,过艰苦辛,勤,勤劳动而,能,能够得到,的,的。21:5721:57:051月-2321:57,靠制订和管,理,理标准吃饭,的,的，有什么,样,样的判断就,会,会有什么样,的,的产品，有,什,什么样的标,准,准就会有什,么,么样的人才,。,。,讲到国家的,政,政治，根本,上,上要人民有,权,权；至于管,理,理政府的人,，,，便要付之,于,于有能的专,家,家们。,只要,有,有坚,强,强的,持,持久,心,心，,一,一个,庸,庸俗,平,平凡,的,的人,也,也会,有,有成,功,功的,一,一天,，,，否,则,则即,使,使是,一,一个,才,才识,卓,卓越,的,的人,，,，也,只,只能,遭,遭遇,失,失败,的,的命,运,运。,有信,念,念不,一,一定,成,成功,，,，没,信,信念,一,一定,会,会失,败,败。1月-231月-231月-231月-23,我这,一,一生,基,基本,上,上只,是,是辛,苦,苦工,作,作，,我,我可,以,以说,，,，我,活,活了,七,七十,五,五岁,，,，没,有,有那,一,一个,月,月过,的,的是,舒,舒服,生,生活,，,，就,好,好象,推,推一,块,块石,头,头上,山,山，,石,石头,不,不停,地,地滚,下,下来,又,又推,上,上去,。,。2023/1/621:5721:5721:57:05,一次良好,的,的撤退，,应,应和一次,伟,伟大的胜,利,利一样受,到,到奖赏。,有非凡志,向,向，才有,非,非凡成就,。,。9:57:05,下,下午1月-2321:57:05,我的人生,哲,哲学是工,作,作，我要,揭,揭示大自,然,然的奥秘,，,，并以此,为,为人类服,务,务。我们,在,在世的短,暂,暂的一生,中,中，我不,知,知道还有,什,什么比这,种,种服务更,好,好的了。,抓住时机,并,并快速决,策,策是现代,企,企业成功,的,的关键。,最有希,望,望的成,功,功者，,并,并不是,才,才华最,出,出众的,人,人，而,是,是那些,最,最善于,利,利用每,一,一时机,发,发掘开,拓,拓的人,。,。06,一,一月202306-1月-23,一个伟,大,大的企,业,业，对,待,待成就,永,永远都,要,要战战,兢,兢兢，,如,如覆薄,冰,冰。,如果强,调,调什么,，,，你就,检,检查什,么,么；你,不,不检查,，,，就等,于,于不重,视,视。,为了能拟,定,定目标和,方,方针，一,个,个管理者,必,必须对公,司,司内部作,业,业情况以,及,及外在市,场,场环境相,当,当了解才,行,行。21:5721:57:05一月 23,诚恳待人,是,是迈向成,功,功的唯一,途,途径。这,与,与没有尝,过,过辛苦，,而,而获得成,功,功的滋味,迥,迥然不同,。,。不下功,夫,夫，却能,成,成功，根,本,本是不可,能,能的事情,。,。,管理关系,就,就是人的,关,关系。21:572023/1/621:57,创新是惟,一,一的出路,，,，淘汰自,己,己，否则,竞,竞争将淘,汰,汰我们。,危机不仅,带,带来麻烦,，,，也蕴藏,着,着无限商,机,机。,人生是尊,贵,贵的。大,家,家重新励,志,志，努力,奋,奋斗，为,时,时应犹未,晚,晚。,观念决,定,定思路,，,，思路,决,决定出,路,路。1月-232023/1/621:57:05,谢谢各,位,位！,9,、静,夜,夜四,无,无邻,，,，荒,居,居旧,业,业贫,。,。1月-231月-23,Friday,January6,2023,10,、雨中,黄,黄叶树,，,，灯下,白,白头人,。,。21:57:0521:57:0521:57,1/6/20239:57:05 PM,11,、以我独沈,久,久，愧君相,见,见频。1月-2321:57:0521:57,Jan-2306-Jan-23,12,、故,人,人江,海,海别,，,，几,度,度隔,山,山川,。,。21:57:0621:57:0621:57,Friday,January6,2023,13,、乍见,翻,翻疑梦,，,，相悲,各,各问年,。,。1月-231月-2321:57:0621:57:06,January 6, 2023,14,、他乡生白,发,发，旧国见,青,青山。06 一月20239:57:06 下午21:57:061月-23,15,、比不了得,就,就不比，得,不,不到的就不,要,要。一月 239:57,下,下午1月-2321:57,January 6,2023,16,、行,动,动出,成,成果,，,，工,作,作出,财,财富,。,。2023/1/621:57:0621:57:06,06January2023,17,、做前,，,，能够,环,环视四,周,周；做,时,时，你,只,只能或,者,者最好,沿,沿着以,脚,脚为起,点,点的射,线,线向前,。,。9:57:06 下,午,午9:57 下,午,午21:57:061月-23,9,、没有失败,，,，只有暂时,停,停止成功！,。,。1月-231月-23,Friday, January6, 2023,10,、很多,事,事情努,力,力了未,必,必有结,果,果，但,是,是不努,力,力却什,么,么改变,也,也没有,。,。21:57:0621:57:0621:57,1/6/20239:57:06 PM,11,、成功就是,日,日复一日那,一,一点点小小,努,努力的积累,。,。1月-2321:57:0621:57,Jan-2306-Jan-23,12,、世间,成,成事，,不,不求其,绝,绝对圆,满,满，留,一,一份不,足,足，可,得,得无限,完,完美。,。,。21:57:0621:57:0621:57,Friday, January6,2023,13,、不知香,积,积寺，数,里,里入云峰,。,。1月-231月-2321:57:0621:57:06,January6, 2023,14,、意志,坚,坚强的,人,人能把,世,世界放,在,在手中,像,像泥块,一,一样任,意,意揉捏,。,。06,一,一月20239:57:06 下,午,午21:57:061月-23,15,、楚,塞,塞三,湘,湘接,，,，荆,门,门九,派,派通,。,。一月239:57,下,下,午,午1月-2321:57,January6,2023,16,、少,年,年十,五,五二,十,十时,，,，步,行,行夺,得,得胡,马,马骑,。,。2023/1/621:57:0621:57:06,06January2023,17,、空山新,雨,雨后，天,气,气晚来秋,。,。9:57:06,下,下午9:57,下,下午21:57:061月-23,9,、杨柳,散,散和风,，,，青山,澹,澹吾虑,。,。1月-231月-23,Friday, January6,2023,10,、阅,读,读一,切,切好,书,书如,同,同和,过,过去,最,最杰,出,出的,人,人谈,话,话。21:57:0621:57:0621:57,1/6/20239:57:06PM,11,、越是没有,本,本领的就越,加,加自命不凡,。,。1月-2321:57:0621:57,Jan-2306-Jan-23,12,、越是,无,无能的,人,人，越,喜,喜欢挑,剔,剔别人,的,的错儿,。,。21:57:0621:57:0621:57,Friday, January6,2023,13,、知人,者,者智，,自,自知者,明,明。胜,人,人者有,力,力，自,胜,胜者强,。,。1月-231月-2321:57:0621:57:07,January 6, 2023,14,、意志坚,强,强的人能,把,把世界放,在,在手中像,泥,泥块一样,任,任意揉捏,。,。06 一,月,月 20239:57:07,下,下午21:57:071月-23,15,、最具挑战,性,性的挑战莫,过,过于提升自,我,我。一月 239:57,下,下午1月-2321:57,January 6,2023,16,、业余生,活,活要有意,义,义，不要,越,越轨。2023/1/621:57:0721:57:07,06 January 2023,17,、一,个,个人,即,即使,已,已登,上,上顶,峰,峰，,也,也仍,要,要自,强,强不,息,息。9:57:07,下,下午9:57,下,下,午,午21:57:071月-23,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,您的,下,下载,观,观看,专家,告,告诉,
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