中英對(duì)照營(yíng)銷(xiāo)講義(3)-文庫(kù)吧資料
2024-10-23 04:02本頁(yè)面
【正文】 c Relations 公共關(guān)系 ? Direct Marketing 直接營(yíng)銷(xiāo) Setting the Promotional Budget and Mix 設(shè)置激勵(lì)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(lì)混合戰(zhàn)略 ? 推動(dòng)戰(zhàn)略： 貿(mào)易激勵(lì)和個(gè)人銷(xiāo)售努力推動(dòng)產(chǎn)品在分銷(xiāo)渠道中的流通 拉動(dòng)戰(zhàn)略： 生產(chǎn)者通過(guò)廣告和促銷(xiāo)使顧客產(chǎn)生強(qiáng)烈的產(chǎn)品需求 Setting the Promotional Budget and Mix 設(shè)置激勵(lì)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(lì)混合成為一個(gè)整體 ? 分析趨勢(shì)（內(nèi)部的和外部的） ? 對(duì)溝通開(kāi)銷(xiāo)進(jìn)行 ? 識(shí)別聯(lián)系要點(diǎn) ? 協(xié)作溝通計(jì)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(gè)整合營(yíng)銷(xiāo)經(jīng)理 Setting the Promotional Budget and Mix 設(shè)置激勵(lì)預(yù)算與混合 15 31 Socially Responsible Communication 有社會(huì)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(xiāo) ? 避免假的或欺騙性的廣告 ?引誘和轉(zhuǎn)換廣告 ? 貿(mào)易激勵(lì) ? 使用廣告進(jìn)行有社會(huì)責(zé)任感的節(jié)目和活動(dòng) 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(gè)人銷(xiāo)售 ? 銷(xiāo)售者必須遵循“公平競(jìng)爭(zhēng)”的原則 ? 三天冷卻原則保護(hù)消費(fèi)者不受高壓戰(zhàn)略的影響 ? 商業(yè)對(duì)商業(yè)銷(xiāo)售 ?避免行賄、行業(yè)間諜、對(duì)競(jìng)爭(zhēng)者進(jìn)行假的或毀謗性的陳述 Socially Responsible Communication 有社會(huì)責(zé)任感的溝通 。 brand awareness potential is limited ? Best bet is to wed traditional branding efforts with the interactivity and service capabilities of online munications ? Web efforts can enhance relationships ? 對(duì)整合營(yíng)銷(xiāo)溝通的需求 ? 僅僅使用網(wǎng)站是不能建立品牌的，品牌潛在知名度是有限的 ? 最好的辦法是把傳統(tǒng)的品牌建設(shè)方法與互動(dòng)和在線溝通的服務(wù)能力結(jié)合起來(lái) ? 網(wǎng)絡(luò)可以加強(qiáng)聯(lián)系 15 9 Integrated Marketing Communications 整合營(yíng)銷(xiāo)溝通 ? The concept under which a pany carefully integrates and coordinates its many munications channels to deliver a clear, consistent, and pelling message about the anization and i
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