菲利普.科特勒－市场营销讲义（原版）28

菲利普.科特勒－市场营销讲义（原版）28内容摘要：

菲利普.科特勒－市场营销讲义（原版）28 by s . . . & . . . . . emand Any Paid Form of NonpersonalPresentation by an ldentifiedSponsor. Advertising Shortterm Incentives toEncourage Trial or Purchase. Protect and/or PromoteCompany's Image/products.Personal Presentations.Direct Communications WithIndividuals to Obtain anImmediate Response. Message Problems一 | 理资料大 http:/At Effective CommunicationsStep 1. ldentifying the Target Audience | KnowledgePreference |Step 3. Designing the MessageMessage ContentRational AppealsEmotional AppealsMoral AppealsMessage StructureDraw ConclusionsArgument TypeArgument OrderMessage FormatLayout,Words, & Sounds，Body Language Expertise,Trustworthiness，Congruity Personal CommunicationChannels Nonpersonal CommunicationChannelsStep 5 Establish the Budget | Competitive ObjectiveParity & TaskStep 6. Decide on Communications Mix AdvertisingPublic, Pervasive, Expressive, Impersonal Sales PromotionCommunication, Incentive, InvitationPublic Relations & PublicityCredibility Surprise, DramatizationPersonal Selling j Personal Confrontation, Cultivation, ResponseDirect MarketingNonpublic, Customized, Up-to-Date, Interactive Step 7，Measure Results | Step 8，Manage the IMC Process |Type of Buyer/Product/ ReadinessMarket StagePush vs. Product Life-Pull Strategy Cycle Stage Push Versus Pull StrategyMarketingactivities Interme-Marketing3Producer diaries下| Demand | Push Strategy| Marketing activities Demand Interme- DemandProducer | diaries aa LT。