国际市场营销（第十三版）chapter 8Promotion.ppt

The customer may initiate the communication process Adoption processes can guide promotion planning Promotion must vary for different adopter groups Innovators don’t mind taking some risks Early adopters are often opinion leaders Early majority group is deliberate Late majority is cautious Laggards or nonadopters hang on to tradition Case study (Case 18) International Marketing International Marketing Chapter 8 Promotion—Introduction to Integrated Marketing Communications Know the advantages and disadvantages of the promotion methods a marketing manager can use in strategy planning 1 Underst