市場營銷學(xué)講義-全英文10(ppt31)-銷售管理-文庫吧資料
2024-08-21 16:58本頁面
【正文】 ity 27 Push versus Pull Strategy Retailers and Wholesalers Consumers Consumers Retailers and Wholesalers Producer Producer Producer marketing activities Reseller marketing activities Push strategy Pull strategy Producer marketing activities Demand Demand Presented by Zhou Yanfeng Business School, Zhongshan University 28 Relative Importance of Promotion Tools Advertising Sales promotion Personal selling Public Rel. Personal selling Sales promotion Advertising Public Rel. Consumer Goods Industrial Goods Presented by Zhou Yanfeng Business School, Zhongshan University 29 Integrating the Promotion Mix ? Analyze internal and external trends ? Audit anizational munications spending ? Identify all contact points ? Team up in munication planning ? Create patible themes, tones, and quality across all media ? Standardize performance measures ? Appoint munications director Presented by Zhou Yanfeng Business School, Zhongshan University 30 Socially Responsible Marketing Communication ? Advertising and Sales Promotion ? CRTC ? Broadcasting Act ? Telemunications Act ? Advertising Standards Canada ? Industry selfregulation ? Competition Act ? Personal Selling ? Fair petition ? Threeday coolingoff rule ? Bribery ? Espionage ? Disparagement Presented by Zhou Yanfeng Business School, Zhongshan University 31 Chapter Review ? What are the five tools of the promotion mix? ? Explain integrated marketing munications ? How do you develop an effective marketing munication? ? How do you set a promotion budget? 。Presented by Zhou Yanfeng Business School, Zhongshan University 1 principles of MARKETING Chapter 13 Integrated Marketing Communication Strategy Presented by Zhou Yanfeng Business School, Zhongshan University 2 Chapter Objectives ? Name and define five promotional mix tools ? Discuss in
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