国际市场营销课件（英文）chapter12.pptVIP

Cents-off In-Store Demonstrations Samples Coupons Gifts Perform marketing research Specify the goals of the communication Develop the most effective message(s) for the market segments selected Select effective media Compose and secure a budget Execute the campaign, and Evaluate the campaign relative to the goals specified An information source.?An international marketing executive with a product message to communicate Encoding.?The message from the source converted into effective symbolism for transmission to a receiver A message channel.?The sales force and/or advertising media that con