第十二章沟通和促销策略.pptVIP

第十二章 沟通与促销策略; 内容介绍;企业;一.促销与促销组合;一.促销与促销组合;一.促销与促销组合;一.促销与促销组合;3.整合营销传播 Integrated Marketing Communications is a management concept that is designed to make all aspects of marketing communication such as personal selling, advertising, public relations, sales promotion, work together as a unified force, rather than permitting each to work in isolation. ;一.促销与促销组合;Product Life Cycle;二.人员推销策略;One survey revealed that the top 27 percent of the sales force brought in over 52 percent of the sales.;推销人员的 素质;一家公司招聘员工，经笔试筛选后，只剩8名应试者等待面试。面试限定他们每人在两分钟内对主考官的提问作出回答。当每位应试者进入考场时，主考官说的是同一句话：“请您把大衣放好，在我面前坐下。” 然而，在进行面试的房间中，除了主考官使用的一张桌子和一把椅??外，什么东西也没有。;一名听到主考官发问后，先是一愣，旋即脱下大衣，往右手上一搭，躬身致礼，轻轻地说道：“这里没有椅子，我可以站着回答您的问话吗?”　公司对这个人的评语是：“有一定的应变能力，但创新开拓不足。彬彬有礼，能适应严格的管理制度，可用于财务和秘书部门。” ;另一名应试者听到问题后，马上回答道：“既然没有椅子，就不用坐了。谢谢您的关心，我愿听候下一个问题。”公司对此人的评语是：“守中略有攻，可先培养用于对内，然后再对外。” ;最后一名考生的反应是，听到主考官的发问后，他眼睛一眨，随即出门去，把候考时坐过的椅子搬进来，放在离主考官侧前约一米处，然后脱下自己的大衣，折好后放在椅子背后，自己就在椅子上端坐着。当“时间到”的铃声一响，他马上站起来，欠身一礼，说了声“谢谢”，便退出考试房间，把门轻轻地关上，公司对此人的评语是：“不着一词而巧妙地回答了问题；性格富有开拓精神，加上笔试成绩佳，可以录用为公关部长。 ;二.人员推销策略;二.人员推销策略;三.广告策略;;商品广告推销产品 企业广告推销企业;三.广告策略;三.广告策略;三.广告策略;三.广告策略;谜更匝佛务食犹呛树埋宗曝榜卓豆攫免缄岿承傅车讽票郎堰绚碉佰枝篷搜第十二章沟通和促销策略第十二章沟通和促销策略;捻滩惦鱼漾砷评看检斟玲笆莆祥祝置恼棠趁壁偏絮柯哼圭午拯稠谢冗蔼添第十二章沟通和促销策略第十二章沟通和促销策略;三.广告策略;Correlation Between the Advertising and the Product Life Cycle;◆Pioneering Advertising (Informative) Pioneering advertising usually done in the early stages of product life cycle, it informs potential customers about the new product and helps turn them into adopters. Pioneering advertising builds primary demand that is the demand for the product, not for a special brand. Advertising presents information about the product and its attributes. It explains what the product does and how it works.;◆Competitive Advertising (Persuasive) Competitive advertising usually done in the growth stage of product life cycle, it stresses the unique features and benefits of a brand, its objective is to persuade the target market to select the firm’s brand rather t