市場營銷學(xué)講義-全英文10(ppt31)-銷售管理-展示頁
2024-08-25 16:58本頁面
【正文】 tegrated marketing munications ? Outline steps in developing effective marketing munications ? Explain promotional budget setting and factors affecting design of the promotional mix Presented by Zhou Yanfeng Business School, Zhongshan University 3 Marketing Communications Mix Advertising Personal Selling Sales Promotion Public Relations Direct Marketing Communication Idea Presented by Zhou Yanfeng Business School, Zhongshan University 4 Marketing Communications Mix: Advertising Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor Presented by Zhou Yanfeng Business School, Zhongshan University 5 Marketing Communications Mix Personal Selling Personal presentation by a firm’s sales force for the purpose of making sales and building customer relationships Sales Promotion Shortterm incentives to encourage the purchase or sale of a product or service Presented by Zhou Yanfeng Business School, Zhongshan University 6 Marketing Communications Mix: Public Relations Building good relations with the pany’s various publics by obtaining favourable publicity, building a good “corporate image”, and handling or heading off rumours, stories, or events Presented by Zhou Yanfeng Business School, Zhongshan University 7 Marketing Communications Mix: Direct Marketing Direct munications with carefully targeted individuals to obtain an immediate response Presented by Zhou Yanfeng Business School, Zhongshan University 8 Marketing Communications Mix ? Most impact when coordinated with entire marketing mix ? How does the process work? ? How to set a budget? ? Legal and ethical responsibilities? Presented by Zhou Yanfeng Business School, Zhongshan University 9 Integrated Marketing Communications ? Changing munication environmen
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