市场营销学双语课件7（PPT 10）--有效传播的步骤

14-*来自www.cnshu.cn中国最大的资料库下载促销组合AdvertisingPersonalSellingAnyPaidFormofNonpersonalPresentationbyanIdentifiedSponsor.SalesPromotionShort-termIncentivestoEncourageSales.PublicRelationsBuildingGoodRelationswithVariousPublicsbyObtainingFavorableUnpaidPublicity.DirectMarketingDirectCommunicationsWithIndividualstoObtainanImmediateResponse.PersonalPresentationsbyaFirm’sSalesForce.TheMarketingCommunicationsMixThisCTRrelatestothematerialonpp.422-423.ToolsofTheMarketingCommunicationsMixAdvertising.Advertisingisanypaidformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.Advertisingoftenutilizesmassmediaandmaybeadaptedtotakeadvantagesofagivenmediumsstrengthstoconveyinformation.SalesPromotion.Salespromotionsconsistofshort-termincentivestoencouragepurchaseofsalesofaproductorservice.Limitedtimeoffersordatedcouponsarecommonsalespromotions.PublicRelations.Publicrelationsisanon-goingprocessofbuildinggoodrelationswiththevariouspublicsofthecompany.Keyelementsintheprocessareobtainingfavorablepublicity,buildingandprojectingagood"corporateimage,"anddesigninganinformationsupportandresponseteamtorespondproactivelytounfavorablerumors,stories,orevents.PersonalSelling.Personalsellingdescribestheuseoforalpresentationsinaconversationwithoneormoreprospectivebuyersforthepurposesofmakingasale.Personalsellingcombinesproductinformationandbenefitswiththeinterpersonaldynamicsofthesalesperson.Goodinterpersonalrelationshipskillsandeffectiveoralcommunicationskillsareneededforpersonalselling.DirectMarketing.Directedcommunicationswithcarefullytargetedindividualconsumerstoobtainanimmediateresponse.14-*来自www.cnshu.cn中国最大的资料库下载NoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseNoiseMediaSenderEncodingMessageDecodingReceiverResponseFeedback传播过程TheCommunicationProcessThisCTRcorrespondstoFigure14-1onp.424andrelatestothematerialonpp.423-425.TheCommunicationProcessSender.Thesenderisoneoftwomajorpartiesincommunication.Itisthesenderwhodecideshowtoencodeamessageaimedataparticulartargetmarketorreceiver.Sendersneedtoanticipatewhatinformationreceiversneedandhowreceiverswillinterpretdifferentkindsofinformation.Receiver.Thereceiverinmarketingcommunicationisthetargetmarketoraudience.Receiversnotonly"accept"information;theyprocessandactonitaccordingtotheirownneeds.Message.Themessageistheinformationcontentaboutproductbenefitstransmittedbythesenderasasetofsymbolswhosemeaningisgenerallyunderstoodbyothersendersandreceivers.Media.Themediaarethemeansbywhichmessagesmovefromsenderstoreceivers.Massmediasuchastelevisionandradioareexamples.Thesearealsocalledcommunicationchannels.Encoding.Encodingistheprocessofputtingthesender'smessageintoasymbolicformcapableofbeingcarriedbytheselectedmediaoftransmission.Decoding.Decodingistheprocessbywhichthereceiverassignsmeaningtothetransmittedmessage.Marketersmustrememberthatthisisaninterpretativeactivityandmayusedifferentwaysofassigningmeaningthanthesenderusedinencodingthemessage.Response.Responsesarereactionsandcanincludebehavioralchanges,attitudechanges,ornoindicationsofchange.Feedback.Feedbackconsistsofthepartoftheconsumer'sresponsethatiscommunicatedbacktothesender.Feedbackisavaluablebutincompletepictureoftheconsumer'sresponsetothemarketingcommunication.Noise.Noiseisanydistortionduringthetransmissionprocessandisalwayspresenttosomedegree.Noisealsooccursinthefeedbackstage.14-*来自www.cnshu.cn中国最大的资料库下载有效传播的步骤Step1.IdentifyingtheTargetAudienceStep2.DeterminingtheCommunicationObjectivesBuyerReadinessStagesPurchaseConvictionPreferenceLikingKnowledgeAwareness14-*来自www.cnshu.cn中国最大的资料库下载Step3.DesigningaMessage有效传播的步骤AttentionInterestDesireMessageContentRationalAppealsEmotionalAppealsMoralAppealsMessageStructureDrawConclusionsArgumentTypeArgumentOrderMessageFormatHeadline,Copy,Color,Words,&Sounds,BodyLanguageActionDesigningaMessageThisCTRrelatestothediscussiononp.426-428.ChoosingaMessageMarketersmustmakedecisionsinseveralareaswhenchoosingorcreatingamessage,includeareasrelatedtoMessageContent,MessageStructure,andMessageFormat.Keymessagecontentdecisionsincludeoneofthreetypesofappeals:RationalAppeals.Theserelatetotheaudience’sself-interest.Rationalappealsaregroundedinobjective,logicalreasonsforpurchasingaproductsuchasimprovedperformance,increasedquality,betterreliability,andincreasedproductivity.EmotionalAppeals.Theseattempttoeliciteitherpositiveornegativefeelingsthatwillfacilitateapurchase.MoralAppeals.Thesearedirectedtotheconsumer’ssenseofrightandwrongandareoftenusedinconjunctionwiththemarketingofsocialcauses.Tobeeffective,marketersmustverynarrowlyandveryaccuratelytargettheirconsumermarket.Moralappealsmayworkextremelywellwithgroupsthatsharethesamemorals,butwillverylikelyoutragegroupswhosemoralvaluesdifferfromthoseinthemessage.MessageStructureMarketersdealwiththreemessagestructureissues.Conclusions.First,marketersmustdecidewhetherornottodrawaconclusioninthemessage.Effectivenessdependsuponboththenatureoftheinformationbeingcommunicatedandtherelativelevelofexperiencewiththeproductconceptonthepartoftheaudience.ArgumentType.Second,marketersmustdecideonthetypeofargumenttobeused:One-sidedargumentsorTwo-sidedarguments.ArgumentOrder.Third,argumentordermustbedecided.Whenmanyargumentsarebeingused,placingthestrongestargumenteitherfirstorlastcanaffectpersuasiveness.Marketersmustalsomakemessageformatdecisions.Formatissuesinvolvesensoryqualities,colorinvisualads,soundinradio,andeffectiveuseofnoveltyandcontrastinthemessage.14-*来自www.cnshu.cn中国最大的资料库下载有效传播的步骤NonpersonalCommunicationChannelsStep4.ChoosingMediaPersonalCommunicationChannelsStep5.SelectingtheMessageSourceStep6.CollectingFeedbackChoosingMediaThisCTRrelatestothediscussiononpp.429-432.ChoosingMediaPersonalCommunicationChannels.Personalchannelsinvolvetwoormorepeopleindirectcommunication.Strategicusageofpersonnelcommunicationchannelsshouldconsiderthefollowinginfluences: WordofMouth.Wordofmouthisespeciallycredibletoconsumers--eitherpositiveornegative. OpinionLeaders.Opinionleadersarepeoplewhoseopinionsonproductsaresoughtbyothers.Marketerscanmakeuseofandevencreateopinionleadersforconsumer’sreference. DiscussionNote:Isitethicaltocreateopinionleaders,especiallyfictionalones?Forexample,Mr.GoodwrenchofGeneralMotorsisnotarealpersonandhisgenuineGMpartslackqualitycontrolasmanyofthemaren’treallymadebyGM,butbyoverseassuppliers.NonpersonalCommunicationChannels.Nonpersonalchannelsarecharacterizedbyanimpersonalmethodofcommunication,whichlacksthefacetofaceinteractivenatureofpersonalchannelsorfeedback.Majorformsofnonpersonalcommunicationinclude:Majormediaincludeprint,broadcastanddisplay. Atmospheresaredesignedenvironmentsthatcreateorreinforcethebuyer’sleaningstobuyaproduct. Eventsareoccurrencesstagedtocommunicatemessagestotargetaudience.14-*来自www.cnshu.cn中国最大的资料库下载制定总的促销预算SettingtheTotalPromotionBudgetThisCTRrelatestothematerialonpp.432-433.SettingtheTotalPromotionBudgetAffordableMethod.Thismethodinvolvessettingapromotionbudgetbaseduponwhatmanagementthinksthecompanycanafford.Thismethodoftenplacespromotionbudgetdecisionsinthehandsofmanagersunfamiliarwithwhatpromotiondoesfortheproduct.Italsoignorestheeffectofpromotiononsalesvolumeand/orpossiblevalue-addedtotheproductinthemindoftheconsumerbythepromotioneffort.Percentage-of-SalesMethod.Thismethodsetspromotionbudgetsatacertainpercentageofcurrentorprojectedsalesorpriceoftheproduct.Whileitdoeslinksalesandpromotiontogetherittendstomakepromotionaneffectofsalesratherthanapositiveinfluenceonit.Also,fallingsalesunderthismethodwilldecreasepromotionalexpenditureswhichmightneedtobeincreasedtohaltthesalesdecline.Competitive-ParityMethod.Thismethodsetspromotionbudgetsinlinewithwhatthecompetitionspendsonpromotion.This"collectivewisdom"philosophysuggeststhatmanagementisunwillingorunabletodecidewhatlevelofspendingisneededtopromotetheproducttotheconsumer.Objective-and-TaskMethod.Thismethodsetsbudgetsbydefiningspecificobjectives,determiningwhattasksarenecessarytomeetthem,estimatesthecostofperformingthetasks,andsetsthepromotionbudgetaccordingtotheestimates.Inapproachassumesthatpromotionisaresourcetobeallocatedtomeetcompanygoalsandmanagedproactivelytocompetesuccessfully.14-*来自www.cnshu.cn中国最大的资料库下载制定促销组合NatureofEachPromotionToolAdvertisingReachesManyBuyers,ExpressiveImpersonalPersonalSellingPersonalInteraction,BuildsRelationshipsCostlySalesPromotionProvidesStrongIncentivestoBuyShort-LivedPublicRelationsBelievable,Effective,EconomicalUnderusedbyManyCompaniesDirectMarketingNonpublic,Immediate,Customized,InteractiveSettingthePromotionMixThisCTRrelatestothematerialonpp.433-435.TheNatureofEachPromotionToolAdvertising.Advertising’spublicnaturehelpslegitimizetheproduct.Italsoallowsmarketerstorepeatthemessagetoawideaudience.Large-scalecampaignscommunicatesomethingpositiveabouttheseller’ssize,popularity,andsuccess.Advertisingisalsoveryexpressiveandcanmakeuseofpowerfulsymbolsandsensoryappeals.Itsshortcomingincludeexpense,one-waycommunication,beingimpersonal,andlackofcontroloversituationalreception.PersonalSelling.Personalsellingisthemosteffectivepromotiontoolatcertainstagesinthebuyingprocess,especiallyinbuildingpreferences,convictions,andactions.Thepersonalcontactistwo-wayandallowsadaptationtobuyerreactionsandtheestablishmentofrelationships.Personalsellingisalsothemostexpensivepromotiontoolandrequiresalong-termcommitmenttobuildaneffectivesalesforce.SalesPromotion.Salespromotionincludescoupons,contests,cents-offdeals,premiums,rebates,andothertechniquesdesignedtoelicitaquickresponse.Salespromotionsusuallyinfluencethetimingofapurchaseratherthanthedecisiontopurchase.PublicRelations.Publicrelationsincludesnewsstories,features,andreportingoncompanyactivitiesfromobjectiveandcrediblethird-partysources.Theseeventsareperceivedasmorebelievablethancompany-controlledpromotions.Difficultiesincludethelackofmessagecontent,format,andstructurecontroloverthepublicrelationsevent.Further,publicrelationsaregenerallyunderusedbymarketersbothstrategicallyandtactically.DirectMarketing.Directmarketingincludessuchthingsasdirectmail,telemarketing,electronicmarketing,onlinemarketing,andothers.14-*来自www.cnshu.cn中国最大的资料库下载发展促销组合战略考虑的因素 PushStrategy-“Pushing”theProductThroughDistributionChannelstoFinalConsumers. PullStrategy-ProducerDirectsIt’sMarketingActivitiesTowardFinalConsumerstoInduceThemtoBuytheProduct.TypeofProduct/MarketBuyer/ReadinessStageProductLife-CycleStageFactorsinDevelopingPromotionMixStrategiesThisCTRrelatestothematerialonpp.435-437.FactorsinSettingthePromotionMixPushorPullStrategy.Thepromotionmixisalsoaffectedbythecompany'sdecisiononeitherapushorpullstrategy.Pushstrategiesrelyonpersonalsellingandsalespromotionstoencourageintermediariestotaketheproductandpromote,thus"pushing"itthroughthechannel.Pullstrategiesrelyonadvertisingandconsumerpromotionstobuildupdemandinthetargetmarketofultimateconsumerwhosebehavioreffectively"pulls"theproductthroughthechannel.TypeofMarket.Thetypemarket,consumerorindustrial,variestheimportanceofthepromotiontoolsavailabletomarketers.Advertisingweighsheavilyinconsumermarketswhereaspersonalsellingplaysthegreatestroleinindustrialmarkets.BuyerReadinessState.Thebuyerwillbemorereceptivetosomepromotiontoolsthanothersdependingupontheirparticularbuyerreadinessstate.Advertisingandpublicrelationshelpcreateawarenessandincreaseknowledge.Likingandpreferencearemoreaffectedbypersonalsellingandadvertisingtogether.Convictionandpurchasecomefirstfromadvertisingandthenpersonalsellingtoclosedependinguponthekindofproductbeingconsidered.ProductLifeCycleStage.Thestageintheproductlifecyclealsodescribesdifferentappropriatepromotionmixvariations.Introductionutilizesadvertisingandpublicrelationstobuildawarenessandpersonalsellingtofacilitatemotivatechannelmemberstocarryit.Ingrowth,theneedforpersonalsellingdiminishes.Inmaturity,personalsellinghelpsdifferentiateitagainindistribution.Indecline,salespromotionmaybethemostemphasizedofthepromotionmixtools.14-*来自www.cnshu.cn中国最大的资料库下载营销传播的改变MarketersHaveShiftedAwayFromMassMarketingLessBroadcastingNewMarketingCommunicationsRealitiesImprovementsinInformationTechnologyHasLedtoSegmentedMarketingMoreNarrowcasting14-*来自www.cnshu.cn中国最大的资料库下载整合营销传播CompanyCarefullyIntegratesandCoordinatesItsManyCommunicationChannelstoDeliveraClear,Consistent,CompellingMessage.AdvertisingPersonalSellingPublicRelationsSalesPromotionDirectMarketingPackagingEventMarketingMessageTheMarketingCommunicationsMixThisCTRrelatestothematerialonpp.422-423.ToolsofTheMarketingCommunicationsMixAdvertising.Advertisingisanypaidformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.Advertisingoftenutilizesmassmediaandmaybeadaptedtotakeadvantagesofagivenmediumsstrengthstoconveyinformation.SalesPromotion.Salespromotionsconsistofshort-termincentivestoencouragepurchaseofsalesofaproductorservice.Limitedtimeoffersordatedcouponsarecommonsalespromotions.PublicRelations.Publicrelationsisanon-goingprocessofbuildinggoodrelationswiththevariouspublicsofthecompany.Keyelementsintheprocessareobtainingfavorablepublicity,buildingandprojectingagood"corporateimage,"anddesigninganinformationsupportandresponseteamtorespondproactivelytounfavorablerumors,stories,orevents.PersonalSelling.Personalsellingdescribestheuseoforalpresentationsinaconversationwithoneormoreprospectivebuyersforthepurposesofmakingasale.Personalsellingcombinesproductinformationandbenefitswiththeinterpersonaldynamicsofthesalesperson.Goodinterpersonalrelationshipskillsandeffectiveoralcommunicationskillsareneededforpersonalselling.DirectMarketing.Directedcommunicationswithcarefullytargetedindividualconsumerstoobtainanimmediateresponse.TheCommunicationProcessThisCTRcorrespondstoFigure14-1onp.424andrelatestothematerialonpp.423-425.TheCommunicationProcessSender.Thesenderisoneoftwomajorpartiesincommunication.Itisthesenderwhodecideshowtoencodeamessageaimedataparticulartargetmarketorreceiver.Sendersneedtoanticipatewhatinformationreceiversneedandhowreceiverswillinterpretdifferentkindsofinformation.Receiver.Thereceiverinmarketingcommunicationisthetargetmarketoraudience.Receiversnotonly"accept"information;theyprocessandactonitaccordingtotheirownneeds.Message.Themessageistheinformationcontentaboutproductbenefitstransmittedbythesenderasasetofsymbolswhosemeaningisgenerallyunderstoodbyothersendersandreceivers.Media.Themediaarethemeansbywhichmessagesmovefromsenderstoreceivers.Massmediasuchastelevisionandradioareexamples.Thesearealsocalledcommunicationchannels.Encoding.Encodingistheprocessofputtingthesender'smessageintoasymbolicformcapableofbeingcarriedbytheselectedmediaoftransmission.Decoding.Decodingistheprocessbywhichthereceiverassignsmeaningtothetransmittedmessage.Marketersmustrememberthatthisisaninterpretativeactivityandmayusedifferentwaysofassigningmeaningthanthesenderusedinencodingthemessage.Response.Responsesarereactionsandcanincludebehavioralchanges,attitudechanges,ornoindicationsofchange.Feedback.Feedbackconsistsofthepartoftheconsumer'sresponsethatiscommunicatedbacktothesender.Feedbackisavaluablebutincompletepictureoftheconsumer'sresponsetothemarketingcommunication.Noise.Noiseisanydistortionduringthetransmissionprocessandisalwayspresenttosomedegree.Noisealsooccursinthefeedbackstage.DesigningaMessageThisCTRrelatestothediscussiononp.426-428.ChoosingaMessageMarketersmustmakedecisionsinseveralareaswhenchoosingorcreatingamessage,includeareasrelatedtoMessageContent,MessageStructure,andMessageFormat.Keymessagecontentdecisionsincludeoneofthreetypesofappeals:RationalAppeals.Theserelatetotheaudience’sself-interest.Rationalappealsaregroundedinobjective,logicalreasonsforpurchasingaproductsuchasimprovedperformance,increasedquality,betterreliability,andincreasedproductivity.EmotionalAppeals.Theseattempttoeliciteitherpositiveornegativefeelingsthatwillfacilitateapurchase.MoralAppeals.Thesearedirectedtotheconsumer’ssenseofrightandwrongandareoftenusedinconjunctionwiththemarketingofsocialcauses.Tobeeffective,marketersmustverynarrowlyandveryaccuratelytargettheirconsumermarket.Moralappealsmayworkextremelywellwithgroupsthatsharethesamemorals,butwillverylikelyoutragegroupswhosemoralvaluesdifferfromthoseinthemessage.MessageStructureMarketersdealwiththreemessagestructureissues.Conclusions.First,marketersmustdecidewhetherornottodrawaconclusioninthemessage.Effectivenessdependsuponboththenatureoftheinformationbeingcommunicatedandtherelativelevelofexperiencewiththeproductconceptonthepartoftheaudience.ArgumentType.Second,marketersmustdecideonthetypeofargumenttobeused:One-sidedargumentsorTwo-sidedarguments.ArgumentOrder.Third,argumentordermustbedecided.Whenmanyargumentsarebeingused,placingthestrongestargumenteitherfirstorlastcanaffectpersuasiveness.Marketersmustalsomakemessageformatdecisions.Formatissuesinvolvesensoryqualities,colorinvisualads,soundinradio,andeffectiveuseofnoveltyandcontrastinthemessage.ChoosingMediaThisCTRrelatestothediscussiononpp.429-432.ChoosingMediaPersonalCommunicationChannels.Personalchannelsinvolvetwoormorepeopleindirectcommunication.Strategicusageofpersonnelcommunicationchannelsshouldconsiderthefollowinginfluences: WordofMouth.Wordofmouthisespeciallycredibletoconsumers--eitherpositiveornegative. OpinionLeaders.Opinionleadersarepeoplewhoseopinionsonproductsaresoughtbyothers.Marketerscanmakeuseofandevencreateopinionleadersforconsumer’sreference. DiscussionNote:Isitethicaltocreateopinionleaders,especiallyfictionalones?Forexample,Mr.GoodwrenchofGeneralMotorsisnotarealpersonandhisgenuineGMpartslackqualitycontrolasmanyofthemaren’treallymadebyGM,butbyoverseassuppliers.NonpersonalCommunicationChannels.Nonpersonalchannelsarecharacterizedbyanimpersonalmethodofcommunication,whichlacksthefacetofaceinteractivenatureofpersonalchannelsorfeedback.Majorformsofnonpersonalcommunicationinclude:Majormediaincludeprint,broadcastanddisplay. Atmospheresaredesignedenvironmentsthatcreateorreinforcethebuyer’sleaningstobuyaproduct. Eventsareoccurrencesstagedtocommunicatemessagestotargetaudience.SettingtheTotalPromotionBudgetThisCTRrelatestothematerialonpp.432-433.SettingtheTotalPromotionBudgetAffordableMethod.Thismethodinvolvessettingapromotionbudgetbaseduponwhatmanagementthinksthecompanycanafford.Thismethodoftenplacespromotionbudgetdecisionsinthehandsofmanagersunfamiliarwithwhatpromotiondoesfortheproduct.Italsoignorestheeffectofpromotiononsalesvolumeand/orpossiblevalue-addedtotheproductinthemindoftheconsumerbythepromotioneffort.Percentage-of-SalesMethod.Thismethodsetspromotionbudgetsatacertainpercentageofcurrentorprojectedsalesorpriceoftheproduct.Whileitdoeslinksalesandpromotiontogetherittendstomakepromotionaneffectofsalesratherthanapositiveinfluenceonit.Also,fallingsalesunderthismethodwilldecreasepromotionalexpenditureswhichmightneedtobeincreasedtohaltthesalesdecline.Competitive-ParityMethod.Thismethodsetspromotionbudgetsinlinewithwhatthecompetitionspendsonpromotion.This"collectivewisdom"philosophysuggeststhatmanagementisunwillingorunabletodecidewhatlevelofspendingisneededtopromotetheproducttotheconsumer.Objective-and-TaskMethod.Thismethodsetsbudgetsbydefiningspecificobjectives,determiningwhattasksarenecessarytomeetthem,estimatesthecostofperformingthetasks,andsetsthepromotionbudgetaccordingtotheestimates.Inapproachassumesthatpromotionisaresourcetobeallocatedtomeetcompanygoalsandmanagedproactivelytocompetesuccessfully.SettingthePromotionMixThisCTRrelatestothematerialonpp.433-435.TheNatureofEachPromotionToolAdvertising.Advertising’spublicnaturehelpslegitimizetheproduct.Italsoallowsmarketerstorepeatthemessagetoawideaudience.Large-scalecampaignscommunicatesomethingpositi