10溝通組合策略-wenkub
2023-03-18 17:15:00 本頁面
【正文】 清晰的、一致的、具有說服力的公司形象和產(chǎn)品信息 5 預(yù)售 Preselling 銷售 Selling 售后 Post Consumption 消費 Consuming 營銷人員將溝通視為在預(yù)售、銷售、消費和售后各階段的客戶關(guān)系管理手段 Marketers View Communications as the Management of the Customer Relationship Over Time Through the Following Stages: 溝通的過程 A View of the Communications Process 6 溝通過程中的要素 Elements in the Communication Process 發(fā)送者 Sender 編碼 Encoding 信息 Message 媒體 Media 解碼 Decoding 接收者 Receiver 干擾 Noise 反應(yīng) Response 反饋 Feedback 發(fā)送者的體驗區(qū)域 Sender’s field of experience 接收者的體驗區(qū)域 Receiver’s field of experience 7 明確目標受眾 To know the target Audiences 善于編碼確保目標 受眾正確解碼 Encoding Messages That can be decoded right 有效溝通的關(guān)鍵因素 Key Factors in Good Communication 通過恰當媒體 傳達信息 Send Messages Through Media 建立反饋渠道以 評估受眾的反應(yīng) Develop Feedback Channels to Assess Audience’s Response 8 購買 Purchase 確信 Conviction 偏好 Preference 喜歡 Liking 了解 Knowledge 認知 Awareness 開展有效溝通的步驟 Steps in Developing Effective Communication 購買準備階段Buyer Readiness Stages 9 信息內(nèi)容 Message Content 信息結(jié)構(gòu) Message Structure 信息格式 Messag
環(huán)評公示相關(guān)推薦
鄂ICP備17016276號-1