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【正文】 3. Strengths and Weaknesses ? Advertising ? Strengths ? Efficient for reaching many buyers simultaneously ? Effective way to create image of the brand ? Flexible ? Variety of media to choose from ? Weaknesses ? Reaches many people who are not potential buyers ? Ads are subject to criticism ? Exposure time is short ? Total cost is high 2023/3/8 29 Personal selling ? Strengths ? Salespeople can be persuasive and influential ? Twoway munication ? Message can be targeted to specific individuals ? Weaknesses ? Cost per contact is high ? Salespeople may be hard to recruit and motivate ? Presentation skills may vary between salespeople 2023/3/8 30 Public relations ? Strengths ? Total cost may be low ? Mediagenerated stories seen as more credible than marketersponsored messages ? Weaknesses ? Media may not cooperate ? Heavy petition for media attention ? Marketer has little control over the message 2023/3/8 31 Sales promotion ? Strengths ? Supports shortterm price reductions ? Variety of sales promotion tools available ? Effective in changing shortterm behavior ? Weaknesses ? Impact may be limited to shortterm ? Pricerelated sales promotion may hurt brand image ? Easy for petitors to copy 2023/3/8 32 4. Factors that determine the type of promotional tools used ? There are several factors that should be taken into account in deciding which, and how much of each tool to use in a promotional marketing campaign. 2023/3/8 33 ? Resource availability and the cost of each promotional tool ? Market size and concentration ? Customer information needs 2023/3/8 34 2023/3/8 35 Promotional mix – parison Tool Strengths Weaknesses Advertising Large audience, low cost per contact, can modify message Overall expensive, difficult to measure effectiveness Direct mail Effective when using targeted and current mailing list Reaches disinterested parties and considered “junk” Personal selling Tailored to each buyer, immediate buyer response Expensive Telemarketing Immediate feedback and immediate buyer response Often seen as intrusive Word of mouth Inexpensive, has high credibility Difficult to manage Sales promotion Inexpensive, shortterm sales increases Nonpersonal appeal Public relations Creates positive attitude about product/firm Nonpersonal appeal, hard to measure effectiveness 2023/3/8 36 Push vs. Pull Push Convince retailers an
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