10溝通組合策略(存儲版)
【正文】 tegy 2 本章概要 Chapter Overview ? 定義營銷溝通組合及其常用工具 Name and define the tools of the marketing munication mix. ? 討論整合溝通組合的過程和優(yōu)勢 Discuss the process and advantages of integrated marketing munication. ? 概述開展有效溝通的步驟 Outline the steps in developing effective marketing munications. ? 解釋制定溝通組合預(yù)算和影響促銷組合設(shè)計的主要因素 Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix. 3 營銷溝通組合或促銷組合 Marketing Communication Mix or Promotion Mix 產(chǎn)品設(shè)計Product’s Design 產(chǎn)品價格Product’s Price 產(chǎn)品包裝Product’s Package 銷售產(chǎn)品的商店Stores that Sell the Product 4 整合營銷溝通的必要性 The Need for Integrated Marketing Communications 從大眾營銷向目標(biāo)市場營銷的轉(zhuǎn)化 溝通渠道與促銷組合的豐富 不同渠道的信息來自不同的部門且可能產(chǎn)生沖突 不同渠道的信息來自不同的部門且可能產(chǎn)生沖突傳達(dá)一種清晰的、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
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