VideoNotes-Kotler 中山大学吴柏林教授,Kotler营销管理(第11版),绝密资料.docVIP

Marketing Management Volume I Video Guide Video 1 Robert A. Becker, RSCG 5 min. Use this video with: Chapter 1, Defining Marketing for the 21st Century And also with: Chapter 14 Setting the Product and Branding Strategy Chapter 19 Managing Integrated Marketing Communications Chapter 20 Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing Summary: Robert A. Becker is a healthcare products marketing agency that specializes in developing new and creative ideas for direct-to-consumer advertising. The agency helps clients find and market blockbusters-- products that will generate $1 billion in sales and that must be successfully launched within a three month period. Of 29 products that Becker has branded, 27 have exceeded their sales quotas. Among these products are Sonata and Pravachol, for which the campaigns included not only magazine and other print advertising, and direct mail, but primetime television advertising to consumers. Teaching Guide/Key Concepts: Key Concepts also appear at the opening of each video; here they are linked to appropriate sections of text chapters. ■Customer Relationship Marketing: Becker tailors its programs to the needs of healthcare professionals and consumers. It helps build consumer relationships with direct-to-consumer marketing such as TV ads and offers, direct mail offers. See Chapter 1, “The Marketing Concept, pp. 19-25, and The Customer Concept, pp. 26-27; also, How Business and Marketing are Changing, pp. 27-29. ■Brand Building: Becker offers a full range of services to pharmaceutical companies looking to build blockbuster products, including building brand awareness. See Chapter 14, Building Brands in the New Economy, pp. 421-422, Brand Equity, pp. 422-424; New Economy box, The Elusive Goal of Branding on the World Wide Web,” p. 428. Discussion Questions: 1. Would Beckers secret work for all kinds of products and services? 2. Compare Beckers system for positioning brands