市場營銷講義2002promomix(編輯修改稿)
2024-11-14 14:22 本頁面
【文章內容簡介】 eq ui v a l e ntSales F o rce Bo n us C o m m i s s i o n F ree gift s C o up o n s / v o uch ers P o i nt s s y tem C o m petiti o nsIntegrating Selling and Promotion ? I do not know who you are. ? I do not know your pany. ? I do not know your pany’s product. ? I do not know what your pany stands for. ? I do not know your pany’s customers. ? I do not know your pany’s record. ? I do not know your pany’s reputation. ? Now what was it you wanted to sell me? Figure: PushversusPull Strategy Producer promotes aggressively Wholesaler promotes aggressively Retailer promotes aggressively Consumer Consumer Retailer Wholesaler Producer promotes aggressively to Push Strategy Pull Strategy MARKETING MANAGEMENT: Analysis, Planning, Implementation, and Control, 6/E by Philip Kotler 169。 1988 by Prentice Hall A Division of Simon amp。 Schuster, Englewood Cliffs, New Jersey 07632 Advertising Objectives ? Convey information. ? Brand Identity building – Shape attitudes – Create/reinforce image positioning – Create desire for the brand – Establish or reinforc
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