中英對照 營銷 講義(3)-預覽頁
【正文】 23 ? Setting the Overall Promotion Mix ? Determined by the nature of each promotion tool and the selected promotion mix strategy ? 設置全面激勵組合 ? 由每一種激勵工具的本質和被選擇的激勵混合戰(zhàn)略的種類所決定 Setting the Promotional Budget and Mix 設置激勵預算與混合 15 24 ? Advertising 廣告 ? Personal Selling 針對個人的銷售 ? Sales Promotion 銷售激勵 ? Public Relations 公共關系 ? Direct Marketing 直接營銷 ? Reaches large, geographically dispersed audiences, often with high frequency 能夠大大地延伸到分散在不同地理位置的聽眾，而且通常是高頻率的 ? Low cost per exposure, though overall costs are high 盡管總成本高，但單一方位成本低 ? Consumers perceive advertised goods as more legitimate 消費者感覺被廣告的商品是合法的 ? Dramatizes pany/brand 戲劇性地表現(xiàn)公司或品牌 ? Builds brand image。Integrated Marketing Communication Strategy 整合營銷溝通 15 1 Objectives ? Know the tools of the marketing munications mix. ? Understand the process and advantages of integrated marketing munications. ?舉出并定義營銷溝通組合的工具 ?討論整合營銷溝通的過程與優(yōu)點 15 2 Objectives ? Learn the steps in developing effective marketing munications. ? Understand methods for setting promotional budgets and the factors that affect the design of the promotion mix. ? 列出開展有效營銷溝通的步驟 ? 解釋制定促銷預算的方法，以及影響促銷組合設計的因素 15 3 ? UPS is a $31 billion corporate giant ? UPS wanted to reposition itself as a supply chain solutions provider ? Developed new theme based on customer input ? Implemented, “What Can Brown Do for You?” campaign ? Realigned its sales and marketing anization ? Ads, web sites, and salespeople deliver message daily UPS Case Study 15 4 ? Marketing Communications Mix ? The specific mix of advertising, personal selling, sales promotion, and public relations a pany uses to pursue its advertising and marketing objectives. ? 營銷溝通組合 ? 將廣告、人員推銷、銷售推廣、公共關系和直銷工具組合在一起，用來達成公司的廣告和營銷目標。 15 7 ? The Need for Integrated Marketing Communications ? Conflicting messages from different sources or promotional approaches can confuse pany or brand images ? The problem is particularly prevalent when functional specialists handle individual forms of marketing munications independently ? 對整合營銷溝通的需求 ? 從不同渠道和促銷方法所傳達的信息的沖突可以使公司或品牌形象變得混亂 ? 當專業(yè)人員獨立地解決個人營銷溝通問題時這一現(xiàn)象尤為普遍 15 8 ? The Need for Integrated Marketing Communications ? The Web alone cannot be used to build brand
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