市場營銷外文翻譯--價值營銷模式-全文預(yù)覽
【正文】 itioning messages model. Positioning Messages Model The product value messages must re?ect a perceived moary or material or psychosocial worth that the customers shall gain from owning and using the product. Building product value messages is done by ?rst establishing the product’s six value and quality factors, de?ning three to four key marketing messages that convey the product’s value and quality factors, and providing two to three data points that validate each key marketing message. The diagram in schematically presents the product value messages model. Product positing statement Target customer, statement of need or opportunity, product name or category, statement of key benefit, Unlike primary petitive alternative, statement of primary differentiation. Product positioning messageP1 Data PointP1D1 Data PointP1D2 Data PointP1D3 Product positioning messageP1 Data PointP2D1 Data PointP2D2 Data PointP2D3 Product positioning messageP1 Data PointP1D1 Data PointP1D2 Data PointP1D3 FIG2. Product Value Messages Model PMTK Marketing Messages Model and Plan The PMTK marketing messages model and plan provide guidance for the manner of which the marketing messages will be introduced to the target market. Table 2 describes the elements of the PMTK marketing messages model. Table ValueMarketing Model – PMTK Marketing Messages Model Messages Ideas to be municated Media Selection of media vehicles that will be employed to municate the messages,including: public relations, advertising, sales, electronic marketing, direct marketing, telemarketing, (key selection factors: reach, frequency, and impact) Schedule The marketing messages frequency of appearance along a timeline. Common schedules include: continuous (ongoing and uninterrupted marketing messages exposures), intervals (periods of marketing messages exposures that are regularly interspaced), and blink (very brief marketing messages exposuresthat are irregularly interspaced) Sequencing Order and pattern of presenting the marketing messages Proof support Rotation of data point inclusion Once determined, the elements of PMTK marketing messages model form a plan that guides the marketing activities. Table3 presents an example of a PMTK marketing messages plan. Product value and quality factors： Promise of Corporate Quality, Promise of Product Quality, Company Core Competency, Resultant Value Proposition, Relative Value Proposition, Unique Selling Proposition Product Value Message V1 Data Point V1D1 Data Point V1D2 Data Point V1D3 Product Value Message V2 Data Point V2D1 Data Point V2D2 Data Point V2D3 Product Value Message V1 Data Point V3D1 Data Point V3D2 Data Point V3D3 Table 3 Blackblot ValueMarketing Model – PMTK Marketing Messages Plan Messages Message_A, Message_B, Message_C Media Print advertising and telemarketing Schedule Continuous/60days, intervals (on/12dayoff/7days) Sequencing Order (Message_C, Message_A, Message_B) Pattern (2* Message_C, 1* Message_A, 3* Message_B) Proof support Rotate data point every third exposure The PMTK marketing messages plan is the last step in implementing the value marketing method. It contains all the highlevel content that is necessary to perform any type of promotional activities on behalf of the product. The marketing messages plan is provided to all relevant internal departments and external partners who will operationally municate the marketing messages to the target market. These partners speci?cally include: marketing munications, corporate marketing, analyst relations, investor relations, public relations and advertising ?rms. The messages in the PMTK marketing messages plan will be “wrapped” and embedded into media vehicles, such as advert
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