国际市场营销--International-Marketing-Chapter-10.ppt

InternationalMarketing2012-2013(1)Chapter104/20/20241

ChapterTenMarketCommunicationsMixObjectives:Afterreadingthischapter,youshouldbeableto:A.Definemarketingcommunicationmixanddiscussitscoreconcepts;B.Nameanddefinethetoolsofthepromotionmix;C.Outlinethestepsindevelopingeffectivemarketingcommunications;D.Understandwhatarethemainstepsindevelopingeffectivemarketingcommunications;4/20/20242

ChapterTenMarketCommunicationsMixE.Understandhowthepromotionmixshouldbedetermined;F.Presentarealcaseofmarketingcommunicationactivities.4/20/20243

Keyterms1．marketingcommunicationsmix:TheMarketingCommunicationsMixisthespecificmixofadvertising,personalselling,salespromotion,publicrelations,anddirectmarketingtoolsacompanyusestopursueitsadvertisingandmarketingobjectives.行销沟通组合、营销传播组合2.promotionmix:acompany’stotalmarketingcommunicationsmix推广组合3.salescall:Usuallypre-arrangedandface-to-facemeetingbetweenasalespersonandacustomerorprospectforthepurposeofgeneratingasale.销售访问4/20/20244

Keyterms4.advertisingcampaign:Anadvertisingcampaignisaseriesofadvertisementmessagesthatshareasingleideaandtheme.Advertisingcampaignsappearindifferentmediaacrossaspecifictimeframe(期限).广告宣传活动5.targetaudience:Inmarketingandadvertising,atargetaudience,ortargetgroupistheprimarygroupofpeoplethatsomething,usuallyanadvertisingcampaign,isaimedatappealingto.目标受众4/20/20245

Keyterms6.brandidentity:Howyouwanttheconsumertoperceiveyourproductoryourbrand.品牌识别7.relationshipselling:Relationshipsellingisallaboutbuildingafriendshiporrelationshipwithyourprospectsandlisteningtotheirneeds.Onceyouvebuiltthatrelationship,shownyoucare,andearnedtheirtrust,youareontheroadtomakingthemacustomer.关系销售4/20/20246

Keyterms8.missionaryselling:sellinginwhichthesalespersonsroleistoinf