10沟通组合策略.pptVIP

* Chapter 10 沟通组合决策 Integrated Marketing Communication Strategy * 本章概要 Chapter Overview 定义营销沟通组合及其常用工具 Name and define the tools of the marketing communication mix. 讨论整合沟通组合的过程和优势 Discuss the process and advantages of integrated marketing communication. 概述开展有效沟通的步骤 Outline the steps in developing effective marketing communications. 解释制定沟通组合预算和影响促销组合设计的主要因素Explain the methods for setting the promotion budget and factors that affect the design of the promotion mix. * 10.1 营销沟通组合或促销组合Marketing Communication Mix or Promotion Mix 产品设计Product’s Design 产品价格Product’s Price 产品包装Product’s Package 销售产品的商店Stores that Sell the Product * 整合营销沟通的必要性The Need for Integrated Marketing Communications 从大众营销向目标市场营销的转化 沟通渠道与促销组合的丰富 不同渠道的信息来自不同的部门且可能产生冲突 不同渠道的信息来自不同的部门且可能产生冲突 传达一种清晰的、一致的、具有说服力的公司形象和产品信息 * 预售 Preselling 销售 Selling 售后 Post- Consumption 消费 Consuming 营销人员将沟通视为在预售、销售、消费和售后各阶段的客户关系管理手段 Marketers View Communications as the Management of the Customer Relationship Over Time Through the Following Stages: 10.2 沟通的过程 A View of the Communications Process * 沟通过程中的要素Elements in the Communication Process 发送者 Sender 编码 Encoding 信息 Message 媒体 Media 解码 Decoding 接收者 Receiver 干扰 Noise 反应 Response 反馈 Feedback 发送者的体验区域 Sender’s field of experience 接收者的体验区域 Receiver’s field of experience * 明确目标受众 To know the target Audiences 善于编码确保目标 受众正确解码 Encoding Messages That can be decoded right 有效沟通的关键因素Key Factors in Good Communication 通过恰当媒体 传达信息 Send Messages Through Media 建立反馈渠道以 评估受众的反应 Develop Feedback Channels to Assess Audience’s Response * Step 1. 明确目标受众 Identifying the Target Audience Step 2. 确定沟通目标 Determining the Communication Objectives 购买Purchase 确信Conviction 偏好Preference 喜欢Liking 了解Knowledge 认知Awareness 10.3 开展有效沟通的步骤 Steps in Developing Effective Communication 购买准备阶段Buyer Readiness Stages * Step 3. 设计信息 Designing a Message 信息内容 Message Content 信息结构 Message Structure 信息格式 Message Format 10.3 开展有效沟通的步骤 Steps in Developing Effective Communication * Step 4. 选择媒