ch14globalmarketingdecisions(全球營銷,沃倫j基(編輯修改稿)
2025-01-24 07:23 本頁面
【文章內(nèi)容簡介】 entation Demonstration Negotiation Closing Servicing the Sale 169。 2023 Prentice Hall3/20/2023 15 Sales Force Nationality Expatriates Host country Third country Other options 169。 2023 Prentice Hall3/20/2023 16 Special Forms of Marketing Communications Direct Marketing – Direct mail – Catalogs – Infomercials, Teleshopping Event Sponsorship – Concerts, sporting events – Product placement in movies Inter Communications 169。 2023 Prentice Hall3/20/2023 17 Direct Marketing Any munication with a consumer or business recipient that is designed to generate a response in the form of: – An order – Request for further information – A visit to a store or other place of business 169。 2023 Prentice Hall3/20/2023 18 Mass Marketing Communication that is typically aimed at broad segments of consumers with certain demographic, psychographic, or behavioral characteristics 169。 2023 Prentice Hall3/20/2023 19 Direct Marketing vs. Mass Marketing 169。 2023 Prentice Hall3/20/2023 20 OnetoOne Marketing Building from Customer Relationship Management – Identify customers and accumulate detailed information about them – Differentiate customers and rank them in terms of their value to the pany – Interact with customers and develop more cost efficient and effective forms of interaction – Customize the product/service offered to the customer 169。 2023 Prentice Hall3/20/2023 21 Catalogs A magazine style publication that features photographs and extensive information about a pany’s products 169。 2023 Prentice Hall3/20/2023 22 Product Placement 169。 2023 Prentice Hall3/20/2023 23 Looking Ahead Chapter 15 Strategic Elements of Competitive Advantage 169。 2023 Prentice Hall3/20/2023 24 Expatriates Advantages – Superior product knowledge – Demonstrated mitment to service standards – Train for promotion – Greater HQ con
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