第11章_國際市場促銷策略-展示頁
2025-03-10 13:23本頁面
【正文】 effective Not effective 銷售促進 Sales Promotion Somewhat effective Somewhat effective Very effective Very effective 人員推銷 Personal Selling Somewhat effective Very effective Very effective Somewhat effective 2 36 Chapter Nine Promotion Strategy Learning Objective 影響促銷組合的因素 Describe the factors that affect the promotional mix 3 37 Chapter Nine Promotion Strategy 影響促銷組合的因素 Factors Affecting the Promotional Mix Nature of Product Stage in PLC Target Market Factors Type of Buying Decision Promotion Funds Push or Pull Strategy Factors Affecting Choice of Promotional Mix 3 38 Chapter Nine Promotion Strategy 產(chǎn)品性質(zhì) Nature of the Product ? 顧客量身定制的產(chǎn)品 vs. 標準化產(chǎn)品 ? 要求服務多的產(chǎn)品 vs. 要求服務少的產(chǎn)品 ? 單價高產(chǎn)品 vs. 單價低的產(chǎn)品 ? 商業(yè)品 vs. 消費品 以人員推銷為主，還是以廣告為主？ 一些產(chǎn)品，如大部分商業(yè)品不宜采用大眾促銷手段。第十一章 國際市場促銷策略 Chapter 11 Promotion Strategy 1 Chapter Nine Promotion Strategy 內(nèi)容提要 ? 促銷的定義、目標和任務 ? 促銷組合元素 ? 影響促銷組合的因素 ? 國際市場促銷 2 Chapter Nine Promotion Strategy Learning Objective 1 促銷的定義、目標和任務 Discuss the role, goal task of promotion in the marketing mix 3 Chapter Nine Promotion Strategy 促銷 Promotion 1 營銷人員對潛在消費者 進行的告知、勸說、和提醒等溝通 活動，意在施加某種觀點或引發(fā)回應 Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response 4 Chapter Nine Promotion Strategy 整合營銷溝通 Integrated Marketing Communications 仔細協(xié)調(diào)一切促銷活動， 從而產(chǎn)生以消費者為目標導向的聯(lián)合一致的信息 A method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused 1 5 Chapter Nine Promotion Strategy 促銷改變需求曲線的 位置和形狀 ——非價格競爭 促銷的目標需求 無促銷的目標需求 a. 促銷使需求曲線右移 數(shù) 量 價 格 促銷的目標需求 無促銷的目標需求 b. 促銷改變需求曲線形狀 (彈性 ) 數(shù) 量 價 格 1 6 Chapter Nine Promotion Strategy 促銷的目標與任務 Goals and Tasks of Promotion 告知 Informing 提醒 Reminding 勸說 Persuading 目標受眾 Target Audience 1 7 Chapter Nine Promotion Strategy 告知目標 Informative Objective ? 提高認知度 Increase awareness ? 說明產(chǎn)品工作原理 Explain how product works ? 建議新用途 Suggest new uses ? 建立公司形象 Build pany image 促銷的目標與任務：告知 Goals and Tasks of Promotion 告知 顧客 市場中介 ：產(chǎn)品 (公司 )的存在、功能、好處、用途、如何獲得 (when、 where)、價格 1 8 Chapter Nine Promotion Strategy 促銷的目標與任務：勸說 Goals and Tasks of Promotion “不要讓孩子輸在起跑線上” 勸說目標 Persuasion Objective ? 鼓勵品牌轉(zhuǎn)換 Encourage brand switching ? 改變顧客對產(chǎn)品性質(zhì)的認知 Change customers’ perception of product attributes ? 影響購買決策 Influence buying decision ? 勸說顧客來訪 Persuade customers to call 1 9 Chapter Nine Promotion Strategy 提醒目標 Reminder Objective ? 提醒顧客可能需要該產(chǎn)品 Remi
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