中英對照營銷講義(3)-資料下載頁
2025-10-08 04:02本頁面
【正文】 c Relations 公共關(guān)系 ? Direct Marketing 直接營銷 Setting the Promotional Budget and Mix 設(shè)置激勵預(yù)算與混合 15 28 ? Many forms: Telephone marketing, direct mail, online marketing, etc. 許多形式：電話營銷，直接郵寄廣告，在線營銷，等等 ? Four distinctive characteristics: 四種與眾不同的特征 ? Nonpublic 非公眾的 ? Immediate 直接的 ? Customized 用戶化定制 ? Interactive 交互式的 ? Wellsuited to highly targeted marketing efforts 非常適合高目標的營銷努力 Promotion Tools 激勵工具 ? Advertising 廣告 ? Personal Selling 針對個人的銷售 ? Sales Promotion 銷售激勵 ? Public Relations 公共關(guān)系 ? Direct Marketing 直接營銷 Setting the Promotional Budget and Mix 設(shè)置激勵預(yù)算與混合 15 29 ? Promotion Mix Strategies ? Push strategy: trade promotions and personal selling efforts push the product through the distribution channels. ? Pull strategy: producers use advertising and consumer sales promotions to generate strong consumer demand for products. ? 激勵混合戰(zhàn)略 ? 推動戰(zhàn)略： 貿(mào)易激勵和個人銷售努力推動產(chǎn)品在分銷渠道中的流通 拉動戰(zhàn)略： 生產(chǎn)者通過廣告和促銷使顧客產(chǎn)生強烈的產(chǎn)品需求 Setting the Promotional Budget and Mix 設(shè)置激勵預(yù)算與混合 15 30 ?Checklist: Integrating the Promotion Mix ? Analyze trends (internal and external) ? Audit munications spending ? Identify all points of contact ? Team up in munications planning ? Make all munication elements patible ? Create performance measures ? Appoint an IMC manager ? 清單：使激勵混合成為一個整體 ? 分析趨勢（內(nèi)部的和外部的） ? 對溝通開銷進行 ? 識別聯(lián)系要點 ? 協(xié)作溝通計劃 ? 使所有的溝通元素協(xié)調(diào)一致 ? 創(chuàng)造表現(xiàn)方法 ? 任命一個整合營銷經(jīng)理 Setting the Promotional Budget and Mix 設(shè)置激勵預(yù)算與混合 15 31 Socially Responsible Communication 有社會責(zé)任感的溝通 ? Advertising and Sales Promotion ? Avoid false and deceptive advertising ? Bait and switch advertising ? Trade promotions can not favor certain customers over others ? Use advertising to promote socially responsible programs and actions ? 廣告和促銷 ? 避免假的或欺騙性的廣告 ?引誘和轉(zhuǎn)換廣告 ? 貿(mào)易激勵 ? 使用廣告進行有社會責(zé)任感的節(jié)目和活動 15 32 ? Personal Selling ? Salespeople must follow the rules of “fair petition” ? Three day coolingoff rule protects ultimate consumers from high pressure tactics ? Businesstobusiness selling ? Bribery, industrial espionage, and making false and disparaging statements about a petitor are forbidden ? 個人銷售 ? 銷售者必須遵循“公平競爭”的原則 ? 三天冷卻原則保護消費者不受高壓戰(zhàn)略的影響 ? 商業(yè)對商業(yè)銷售 ?避免行賄、行業(yè)間諜、對競爭者進行假的或毀謗性的陳述 Socially Responsible Communication 有社會責(zé)任感的溝通
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