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【正文】 03 ? 39。 Flagship Products ? Premium Products ? Profit Management ? Professional Marketers ? Brand Recognition ? Marketing Clinic ? Instore Communication ? PR, Quality amp。 Sweepstakes Refund offers Bonus packs Stamp amp。 ????? ??? ???? ? ??? ??? System ?? ??? ???? ??? ???? ?? ??? ??? RENEWAL Case 072 Rogers? ???? ???? ?? ??? ?? ????? ? innovator ???? ?? ??? ????? ???? ???? Early adaptor ?? ?? ?? ??? ????? ? Early majority ??? ???? ?? ??? ????? ? Late majority ?? ?? ????? ??? ?? ? laggard Social factors ????? ?? ???? ????? (Target Market) ?? (Consumer Promise) ??? (Support) ????? ?? ?? (Personality) Case 074 Case 075 ?? ?? TV?? ?? ??? ??? ? ?? ?? ??? ? ?? TV ?? ??? ? ?? ??? ???? ??? ? ???? ??? ? ? ??? ???? ? ??? ??? ?? ? ??? ???? ?? ? ?? ??? ?? ? ??? , ??? ? ????? ? ???? ? ???? ? ??? ??? ? ??? ??? ? FTP ???? ??? ?? ? ?? ?? ?? Process ???? ???? ????? ????? ???? ADMIN ? ?? ??? ? ?? ??? ? ??? ???? ?? ??? ?? ? ??? ?? ?? ? ??? ??? ? ?? /?? ??? ?? ? ??? ?? ?? ? ?? ?? ?? ? ??? ???? ?? ? ??? ??? ?? ?? ? ??? ??? ?? ?? ? ???? ?? ?? ? ?? ?? ??? ?? ? ?? ?? ?? ?? ? ?? ?? ??? ?? Case 077 What is the Brand? Rational product features. attributes What will It do for me? Rational expectations as a Result of use. benefits What kind of person woluld it be? Basic human valuesthe end Emotional rewards one expects From using the brand. values What does it mean to me? The image of the brand. As Elicited in terms of human Characteristics. personality What is the enduring Core of the brand? Every brand has a “soil” which creates it and identifies it. essence The brand Support AD Goal Target Market Consumer Promise Personality System Infra Creative Power PROJECT SUPPORT SYSTEM Media Power Promotion Strategy Communication Strategy Marketing Consulting * SYSTEM FLOW STEP 1 STEP 2 STEP 3 STEP 4 Irrelevant characters Relevant characters Flot Setting Symbols Mood Lead character Flot Setting Irrelevant Characters Relevant characters Symbols Mood Case 082 OSI Model Layer application work transport session presentation data link physical 1 2 3 4 5 6 7 Form oracle Case 083 Max marketing model ????? ?????? ?? synergy linkage sales Activ ation advertising Accoun tability media targeting PRODUCT FUNCTIONS BRAND NAME GRAPHICS PRDUCT DESIGN MIX LOGOS / TRADEMARK MIX PACKAGING AUGMENTED PRODUCT FEATURES CONTENTS CASE 1 CONTENTS CASE 1 CONTENTS CASE 1 銳普 PPT論壇 chinakui收集 ???? ???? STEP 07 STEP 06 STEP 05 ??? ???? ?? STEP 04 ??? amp。 ?? STEP 03 ??? ?? STEP 02 ??? ? ?? STEP 01 ???? ???? ?? ??? ?? ??? ????? ?? ???? ?? ?? ??? ERP ?? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ?? ?? ??? ?? ?? ?? ?? ?? Sales coupon/stamp Service contest Early Buying Deal Push manager Rebate Demonstrator Premium/Incentive Contest Price deal allowance Rebate Dealer service Sampling DM/Event/DH Exhibition Display stand ERP SYSTEM ?? /?? ?? /?? ?? /?? ???? ?? /?? MRP/MPS ?? /?? ???? PR consulting Crisis management Investor relations Media Relations Event management Database marketing Mar
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