国际营销PPTchapter12.pptVIP

Promotional objective(s) Customers in relation to types of promotion Available media and their audience’s characteristics Competitors’ marketing mix (including promotion) Types of promotion : promotion mix (IMC) What each type of promotion is like Promotion plan (with time schedule) How to consider for above decisions (approach): Market demand (product, customers): O. and T. and Other micro environments: O. T. Company objectives; Company strengths and weakness: S. W. (All the above are influenced by macro environments) Particular guiding theories (principles): product life cycle; Advantages and disadvantages of each type of promotion: O. T. (purchase behaviors); How to run each type of promotion; IMC strategies; middleman features and relations with them; Competition: source of competitive advantage and how to embody it; Marketing mix that works as a whole Particular tools (some models or methods): SWOT analysis; Communication process; Cents-off In-Store Demonstrations Samples Coupons Gifts Perform 履行marketing research Specify 说明the goals of the communication Develop the most effective message(s) for the market segments selected Select effective agent and media Compose 编and secure确保 a budget Execute the campaign, and Evaluate the campaign relative to the goals specified the goals of the communication ： 广告目标：在一个特定时期内，对于某个特定的观众所要完成的特定的传播任务。 具体包括：通知、说服或提醒或创牌、保牌、竞争。 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 convey the encoded message to the intended receiver Decoding.?The interpretation by the receiver of the symbolism transmitted from the information source Receiver.?