商学导论教育博客httpsfs scnu eduasp lecture 5.pptx

国际商务导论

FundamentalsofBusiness;Whattocovertoday：;1.Promotionandpromotionmix;Howimportantispromotion?;Promotionmix促销组合is:

--thecombinationofvariouspromotionmethodsthatafirmusestopersuadecustomerstobuyitsproducts

advertising广告

personalselling个人推销

salespromotion促销活动

publicrelations公共关系

;2.Advertising;Advertisingis:

--thepaid,nonpersonalpromotionofgoodsandservicesbyacompanyusingmassmediatopersuadeorinfluenceconsumers.;2.1Typesofadvertising;刘翔鹤舞白沙广告被停播;2.2Mediaofadvertising;Tasks:

1.Notedownthevariouskindsofadvertisingmediamentionedinthedialogue

2.Choosethecorrectanswertoeachquestion.;1.Thecompanyisgoingtodosomepromotionon______

A.newproductsB.oldstockC.bothoftheabove

2.Theadvertisingcampaignforthemajornewproductsisaimedat______

A.businessmenB.youngpeopleC.children

3.Whatistheweaknessofadsonradioaccordingtotheconversation?

A.Thetimeislimited.

B.Theaudienceislimited

C.It’stooexpensive.

4.Whichofthefollowingmethodwillbeusedtopromotetheoldproductlines?

A.TVcommercialsB.postersC.discounts

5.Whatisnotmentionedasapromotionalmethod?

A.flyersB.sponsorshipC.radio

;Newspaper:localornational

Magazines:nationalorinternational

TV:nationalorlocal,commercialsvs.infomercials(30mins,televisedseparately)

Radio:local

Internet:international

Directmail:nationalorlocal

YellowPages:local

Outdoorads:local,stationary

Transportationads:local,moving,e.g.bussides,taxicabroofsanddoors

Specialtyads:nationalorlocal,e.g.T-shirts,hats,shoppingbags,cups,umbrellas,calendars

;3.Personalselling;3.1Stagesofpersonalselling;3.2PersonalsellingandCRM;FunctionsofCRMsystems;3.3Approachestopersonalselling;Complexproducts:goodsorserviceswithcharacteristicsthatmakethemdifficultforcustomerstoevaluate

Technicalselling:requiressale