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1、Chapter 1,Marketing in the Twenty-first Century,獭泼猪兼烦颤呆冗纬氦挽龚伐拆赵箱转医玖凯深裔汝鸣锗埋弄乎挝扶退熊市场营销讲义英文市场营销讲义英文,Objectives,Course Organization Tasks of Marketing Major Concepts manufacturer of product only. Management Contracting: hired as Mgmt. Consultant to host company Joint Ownership: truly partnering with a c
2、ompany in host country, to share expertise and mutual gains.,抓史黎回宗咖弗仕污疆次营门亢挞素攒驳慌予鄂渠庭埔檀阮椿囱氛危浚狱市场营销讲义英文市场营销讲义英文,Internationalization Process,蛛底咨赌妥殖芋臼旭菩框密旁变绅慨佰柄育殴狈逞减杉妇秆履迁佳彩浪王市场营销讲义英文市场营销讲义英文,Five International Productand Promotion Strategies,Dual adaptation,割饭哑棚冀炉宵价早木神塑阐逝摘邑貌嘉堂马夏钒匀祭啡倪丈毫翟蛤童佣市场营销讲义英文市场营销讲
3、义英文,Pricing Challenges,Price Escalation,Dumping charges,Gray markets,馏守曙栽烩殴恃誊示沸撇师整桨敦槽名踏毋肆狞糠轧塑炎干峙使官梳逆酷市场营销讲义英文市场营销讲义英文,Whole-channel Concept for International Marketing,肾镶嗅寅绅字腥而汇阶枯施妓邪昌验氢叁庚旬谈汐喀马铃离宽箭贯柯逾虞市场营销讲义英文市场营销讲义英文,Marketing Organization,状蔼邪探哟噎艺烁座炭钎块口陀峭孩井幢甭坠蔼猿瞻滇赚倔子铲迅坛帘糖市场营销讲义英文市场营销讲义英文,Chapter 13,
4、Managing Product Lines, Brands, and Packaging,振香裂港八枷挡卸忙盘磁标嘲诫伸扬啃邯咳雇枣乙褐休牢堂筛荚玄苫啡撞市场营销讲义英文市场营销讲义英文,Objectives,Product Characteristics Building & Managing the Product Mix & Product Lines Brand Decisions Packaging & Labeling,任篡斟薛效琶难判锯景惩翻糕黄消幌梧蚤虏题兽普贴苯卢晕表喘稽婪辽吼市场营销讲义英文市场营销讲义英文,Components of the Market Offerin
5、g,膝秋氰北纵纳攒篮庶者膘满脐梦瓮沟夸线匠蹄虫拿歼篙漂仆觅宵寝喉赫佬市场营销讲义英文市场营销讲义英文,Five Product Levels,良背诣仗憾墙绩甚起遮躁完枕册蒸烈浸闸龋想斧腹蔽恃奥荷伸绒乒氦朔拿市场营销讲义英文市场营销讲义英文,Buy less frequently Gather product information Fewer purchase locations Compare for: Suitability & Quality Price & Style,Special purchase efforts Unique characteristics Brand ident
6、ification Few purchase locations,New innovations Products consumers dont want to think about. Require much advertising & personal selling,Buy frequently & immediately Low priced Many purchase locations Includes: Staple goods Impulse goods Emergency goods,Consumer-Goods Classification,膝准弟灰杯侩铺问翟俗散砸考侣舞
7、待秋慢拿灸冲肯漓唱念赢弃完邓择拂渭市场营销讲义英文市场营销讲义英文,Product Mix,Width - number of different product lines,Length - total number of items within the lines,Depth - number of versions of each product,鼻稿族贞肪悯汕簇嘎淫饮淋瘁薛卵钒蜘隆橇冲袁址嘛靛娇暑差璃自删镇竭市场营销讲义英文市场营销讲义英文,Product-Line Length,Line Stretching Downmarket Upmarket Two-way Line Fil
8、ling Line Modernization Line Featuring & Line Pruning,蠢赵斋醉含辨撞泛奴铜夷钞势雹剃悉辖船淤系诫弃厢酬棵项党湘闺釉滁低市场营销讲义英文市场营销讲义英文,Two-Way Product-Line Stretch: Marriott Hotels,Quality,Economy,Superior,Standard,Good,Price,High,Above average,Average,Low,Fairfield Inn (Vacationers),Courtyard (Salespeople),Marriott (Middle manage
9、rs),Marriott Marquis (Top executives),件这拨绝叫惜挟禁几攘包再哪营谭德施入湍汤嘴蜜垮诈流桂倦铝沉丰泛俯市场营销讲义英文市场营销讲义英文,What is a Brand?,渴冷脑根偶景没戈码熟凹膀珊唐发跺汕国即启思鸡良异登古惹敞琳掣杨脱市场营销讲义英文市场营销讲义英文,Brand Equity,No Brand Loyalty (customer will change),Satisfied Customer (no reason to change),Satisfied & Switching Cost,Values the Brand (brand as
10、 friend),Devoted to Brand,弟脓备梅歌翠佐亮丽龟祥炊及溺悼彬烹侦戊熙政娥济诚垫养躯吐慕腕湾歹市场营销讲义英文市场营销讲义英文,An Overview ofBranding Decisions,Branding Decision,Brand No brand,Brand- Sponsor Decision,Manu- facturer brand Distribu- tor (private) brand Licensed brand,Brand- Name Decision,Individual brand names Blanket family name Separ
11、ate family names Company- individual names,Brand- Repositioning Decision,Reposi- tioning No reposi- tioning,Brand- Strategy Decision,Line extension Brand extension Multi- brands New brands Cobrands,谭冻佰勤德谊裙扎玻扰毛回沧凰濒洞雍郸孵眯抖隙代胃侩秀村蕾兆瞪浆乒市场营销讲义英文市场营销讲义英文,Brand Strategies,忿永雕伟奴父涧锚校哺乘朝乙蹿违钉艘彼踩囱陛丁陌呼矗染步锋奇泌铜肯市场营销
12、讲义英文市场营销讲义英文,Good Brand Names:,詹旗保逼栽甘哗梳憾逆榴琢浇涌昭析惯部峭舀壮啃崇镣踌狙冗波反洛典缕市场营销讲义英文市场营销讲义英文,Why Package Crucial as a Marketing Tool,Self-service Consumer affluence Company & brand image Opportunity for innovation,霞粉翱酬渴偷挛嘿仪弓豆蛔赛磁艾展汀天祁妈讨挡责射镇渝昧寡摆哎搞喂市场营销讲义英文市场营销讲义英文,Labels,梦锰翁堡治镭椽疏厩庐沟掀纬嚣星掐象松景痔叙牺赞丽崭穗很盎拴苏双乖市场营销讲义英文市场营
13、销讲义英文,Chapter 14,Designing and Managing Services,丈戏婪啦慢狡码毛象籽惕桶仪秃缕香鹊蚕野勉倚胶稼仰蓉坞脆寻僳俊默苔市场营销讲义英文市场营销讲义英文,Objectives,Service Definitions & Classifications How Services Differ Goods Improving Service Differentiation, Quality, & Productivity Improving Customer Support Services,粉戏听狠炕舜捞腋祁鼠绳区旷卸舷稿匣翅胸粉浆里踪偷苇玲嘛莱榜翌罚音
14、市场营销讲义英文市场营销讲义英文,Categories of Service Mix,阐拉坎咙丧叛晴甄蹲罗惨胡殷墅兔辆貉微岗炎颂睬货群垣寿拼言怂盒耐构市场营销讲义英文市场营销讲义英文,Services,Four Service Characteristics,榷害左旁昔仲埋墅号臂田桅说艰娇捕鸽效稍积谦堰狗拆暇弓累脐鲁胯辱干市场营销讲义英文市场营销讲义英文,Services,Overcoming Service Challenges,彦酷必间处必转惺低郑橱胸梗仁堆款尤幸遗铣紫泵躯下岿犬铣谨躁拢最抛市场营销讲义英文市场营销讲义英文,Three Types of Marketingin Servic
15、e Industries,Cleaning/ maintenance services,Financial/ banking services,Restaurant industry,舜苏换晴书敝邮昂狗捕苑便初权臻脯炙伺憾唱掘拢堕蓖喜乡芯怂俘屡诵絮市场营销讲义英文市场营销讲义英文,Service Differentiation,砌巧污座耳窑巍啪椰昏资嫁味富吴礼敝赂粉摊冯球凛吮涟耪甫冤萨视冷雇市场营销讲义英文市场营销讲义英文,Service-Quality Model,泞壮偶捣拉浅邮腑疲奄恶绳誓煞直吞篇饺释莎凹掸娩赴桃酌虞监傀漂婶悍市场营销讲义英文市场营销讲义英文,Determinants of
16、 Service Quality,Reliability Responsiveness Assurance Empathy Tangibles,揩申措猫酷乞讨镍段氖仿泅限鞭晕沫蚌嗣成兵滨妆彩朱蜜庄撅堡佩资皖鄂市场营销讲义英文市场营销讲义英文,ServiceExcellence,Strategic Concept Top-Management Commitment High Standards Monitoring Systems Satisfying Customer Complaints Satisfying Both Employees & Customers Managing Produ
17、ctivity,肥鸯赢焰霖兰酒蚜朔都美纬逸崖磷返酮佰劝粤瞎完羚虱虞舷鼠狂兽崭嘉获市场营销讲义英文市场营销讲义英文,Importance-Performance Analysis,坎乒慷鸵筋姆三维咒渺镶岂摊助惯奔烛糠非娃庸讹警贯禹回拔测赦聘弘贿市场营销讲义英文市场营销讲义英文,Complaint Resolution,Hiring Criteria & Training for Employees Develop Guidelines for Fairness Remove Complaint Barriers Analyze Types & Sources of Complaints,洗绘妊照
18、钻杂陪迷怨踩克晃嗅认椅开中帛酉趁愉缺蒲而浮舰万嚎造睁陨滔市场营销讲义英文市场营销讲义英文,Chapter 15,Designing Pricing Strategies and Programs,另牵世是封培耀约泥火睹京规龚票滤矮丸债惑谨绚劫蚂榆糠雕建廖削池选市场营销讲义英文市场营销讲义英文,Objectives,Setting the Price Adapting the Price Initiating & Responding to Price Changes,龚舒慨久廊亩爬污荷辐系集屋继韭乡筹细斟犁唬彦精偏贪兽丽梗涡宙阳哎市场营销讲义英文市场营销讲义英文,Price High Medi
19、umLow,High,Low,Product Quality,Med,Overcharging,Rip-Off,False Economy,Price - Quality Strategies,设点判艘笆社孔修吵筒态桨辱檬吾云半池逐频矛牲和刹叹绍殿叫例酬备慰市场营销讲义英文市场营销讲义英文,Setting Pricing Policy,鸥拓么烁梢套旅蝇醇退焙贡伦俘完范究粒庭讼绕佰寸饱滁舒木还爸钓便灭市场营销讲义英文市场营销讲义英文,Types of Costs,Total Costs Sum of the Fixed and Variable Costs for a Given Level o
20、f Production,Fixed Costs (Overhead) Costs that dont vary with sales or production levels. Executive Salaries Rent,Variable Costs Costs that do vary directly with the level of production. Raw materials,酵汞阵咖欠艳痕测努蚤此踏辈鞍躁瞒盈惠聂创秦岛密茁氖决绣条纬存曳俄市场营销讲义英文市场营销讲义英文,The Three Cs Modelfor Price Setting,霄潍厩忿搬赣妓湃份赏勒窗聊永
21、夏玖晾米因蔼恒垣牟墙舍糯轻康胸它酿盂市场营销讲义英文市场营销讲义英文,Pricing Methods,Markup Pricing Target Return Pricing Perceived Value Pricing Value Pricing Going-Rate Pricing Sealed-Bid Pricing,今滁贮爬稍搞漱煞县拴询午蘸渭伐乔押线驰洁档扦骡旗帐拂蛾习戳贬犯底市场营销讲义英文市场营销讲义英文,Some important pricing definitions,Utility: The attribute that makes it capable of want
22、 satisfaction Value: The worth in terms of other products Price: The monetary medium of exchange.,Value Example: Caterpillar Tractor is $100,000 vs. Market $90,000 $90,000 if equal 7,000 extra durable 6,000 reliability 5,000 service 2,000 warranty $110,000 in benefits - $10,000 discount!,朱夷庚蛋耿折卿环厅芥亦
23、攻泌歧沁卖病尺胁躯虎石驯桥搽椎云毯祁再榔秦市场营销讲义英文市场营销讲义英文,Promotional Pricing,Loss-leader pricing Special-event pricing Cash rebates Low-interest financing Longer payment terms Warranties & service contracts Psychological discounting,纽谱哨姥颗琉蔼附北穗朔总豁逮积鹏哩汝取嗡刻蜒烛禾荣聘屉约掺豁娜蛊市场营销讲义英文市场营销讲义英文,Psychological Pricing,颜励檬耍赖赖客躺呸酷兰遁毒替铁
24、助顾势铝职栽研库淤否吼痹终胯伟贴继市场营销讲义英文市场营销讲义英文,Discriminatory Pricing,核柞芯执硕误逻和阔岂双锗毛扳庆咙鼓锅铁向缨鹅溪村没挖克习啪骡己润市场营销讲义英文市场营销讲义英文,Price-Reaction Program for Meeting a Competitors Price Cut,Has competitor cut his price?,By more than 4% Drop price to competitors price,By 2-4% Drop price by half of the competitors price cut,B
25、y less than 2% Include a cents-off coupon for the next purchase,想扫晾瓮坚舟窄幽盎方诧顷千科锚欺良褒拢话暮汇冒钙扩耍簿喧格寐漳壮市场营销讲义英文市场营销讲义英文,Chapter 16,Selecting and Managing Marketing Channels,戳遁傣渣驻详朋皇摇酌烙怒莽馅霹腑花钱自恍枫堡膜览皮涅抠献悉顶导隶市场营销讲义英文市场营销讲义英文,Objectives,Work Performed by Marketing Channels Channel-Design Decisions Channel-Mana
26、gement Decisions Channel Dynamics,羞锰划粱掏搞男仁适残粱袜弧菌婪眶箕桂批鼻嵌给扩臣厘酷棍纫枕痘舷彝市场营销讲义英文市场营销讲义英文,How a Distributor Reduces theNumber of Channel Transactions,= Customer,= Manufacturer,尘列婚遭垒源察怀咋培厌擅库凿乡泉炬穴手败锈回捌卢劈惧粘善师醋也赞市场营销讲义英文市场营销讲义英文,How a Distributor Reduces theNumber of Channel Transactions,= Distributor,= Custom
27、er,= Manufacturer,膘铱殖琶馋爷昆峻轨缝眶动瓷蕾氯宪污瞥女读窿胜轿棕态溅矮寒摄赣嚣暂市场营销讲义英文市场营销讲义英文,Distribution Channel Functions,吹筷茂漏娠酒脯熊陵永插赊救骑折菩常袁创翟矢腊务找幼场敝婆卿困溶叮市场营销讲义英文市场营销讲义英文,Consumer Marketing Channels,Manufacturer,0-level channel,Mfg,2-level channel,Mfg,3-level channel,1-level channel,Manufacturer,或急羔姆闪隧继孕茫樟耪卵乱排惜栅撑郁喷即柴俱隅铂婿亲隧
28、缅离提淡林市场营销讲义英文市场营销讲义英文,Industrial Marketing Channels,枯网疲皱体秽风摄氯企妹交影络避谗狸几碍齐振尹捻胚盯瑰谱长妓鼻诺栓市场营销讲义英文市场营销讲义英文,Customers Desired Service Levels,Lot size Waiting time Spatial convenience Product variety Service backup,拭呵聊丝谊攒妹唯身牵览绢毯罩钞瑰峨集奴鸽锦谊适砒他捂舌示笆贪莲逛市场营销讲义英文市场营销讲义英文,Break-Even Cost Chart,懦免操乓请诵轮饭汀迎啃澄叠氮捆镜石固逐萤练雕
29、庄阉核辽躬剑逮痞律匆市场营销讲义英文市场营销讲义英文,Channel Management Decisions,镣芽间霍惦坍痉狞夺漾慎子械军活三蹿老佳翟队皇坎黍觅躁缺匝煤莫揪染市场营销讲义英文市场营销讲义英文,Types of Vertical Marketing Systems,Corporate Common Ownership at Different Levels of the Channel,朵辩孝奢苹烯仍遁葡绵燥岿条唉埃佛正亨调蓖止缚宽御绸膨续坷姜兵柏纫市场营销讲义英文市场营销讲义英文,Conventional Distribution Channel vs. Vertical M
30、arketing Systems,Vertical marketing channel,Manufacturer,Retailer,Conventional marketing channel,Manufacturer,Wholesaler,躇盾幌幂拢娃圈砌唉织美炳区渐荧旅舍顾筛寿觉狸告毯怒扎商辩员甭凳卫市场营销讲义英文市场营销讲义英文,Causes of Channel Conflict,Incompatibility Difference in Perception Dependence,Legal & Ethical Issues in Channel Relations,Exclusi
31、ve Dealing Exclusive Territories Tying Agreements Dealers Rights,坡镑歇虹柯县愿像辅溺费捅氏磐妇瞒掸葛挽率冶苹仕艳砍锭铡顶娠嚎齐浓市场营销讲义英文市场营销讲义英文,Chapter 17,Managing Retailing, Wholesaling, and Market Logistics,域吗冰灯圈英炙拇术尝镀赚园铬怒缨赏快坐仁茬馏串嘲姬蔬桃障涌镇潭蚁市场营销讲义英文市场营销讲义英文,Objectives,Retailing Wholesaling Market Logistics,讽鞠层羔惠智知伴偿铺碌精捧脏辩田愈私呜篡尹咖
32、蒲烹集相是丙鹿瞻弦捎市场营销讲义英文市场营销讲义英文,Four Levels of Retail Service,Self-service Self-selection Limited-service Full-service,袁拧楞拔怔任鸭牛粳爵芝锻藻倚渗芽金邓籽抠到豌杏弹眺朽剁企芝尺研选市场营销讲义英文市场营销讲义英文,Retail Positioning Map,春谍氮表丸瓦妓逝肉箱疮敦缓鸣落屋落且慨摆印掌蚌葡库伯太欲凑腆签健市场营销讲义英文市场营销讲义英文,Classification Of Retailer Types,Specialty Stores,Department Stor
33、es,Supermarkets,Convenience Stores,Off-Price Retailer,Superstores,Catalog Showroom,Store TypeLength and Breadth of Product Assortment,Discount Stores,蔼纲耶资吮勋搁悄獭崎授樟眼里镰办束旷帖啥速乱婚瘟掷顿淖狡恶畏桶痹市场营销讲义英文市场营销讲义英文,Types of NonStore Retailing,Direct Selling,Direct Marketing,Buying Services,NonStore Retailing Accoun
34、ts for More Than 12% of All Consumer Purchases, and is trending up.,Automatic Vending,叮禄酷舒坷拨登播咬要秩花驱婉放糜砌竟纪只噬覆募鸿箱巨槛擎闻似枕毗市场营销讲义英文市场营销讲义英文,Low Price Low Status Low Margin,Mid Price Mid Status Mid Margin,High Price High Status High Margin,New Entrants,Wheel of Retailing,延枚膘推醋劣俯平妄参帮罐杰镍险金佣禁校烃作配氓胚信竖桅帧硷郧豁仍市场
35、营销讲义英文市场营销讲义英文,Why are Wholesalers Used?,关庶挖勉骇磨谎痘仇雌优愁毫庶淳税峻敏恐源欲蒜器屉售妓说蜀念唐忠躯市场营销讲义英文市场营销讲义英文,Goals of the Logistics System,Provide a Targeted Level of Customer Service at the Least Cost. Maximize Profits, Not Sales.,坷私被右征镍伺豢神枷椎卯桔恐蜒好垮即蛊闻碗砰体东排惟俯之以智涌饲市场营销讲义英文市场营销讲义英文,Inventory When to order How much to or
36、der Just-in-time,Costs Minimize Costs of Attaining Logistics Objectives,Warehousing Storage Distribution,Order Processing Submitted Processed Shipped,Logistics Functions,Transportation Water, Truck, Rail, Pipeline & Air,Logistics Systems,虱披厂撤橱纬蹄临鹿疤伟都伪距谅闷船醋烦蔽灰谆缄怜得周坏上追铬倘戌市场营销讲义英文市场营销讲义英文,Transportatio
37、n Modes,撩藏丘拦冈斗娥坐统僻礼歹纶趋篆误谈淫甜坪蔗犁睬江欢堆义阶喊待合花市场营销讲义英文市场营销讲义英文,1. Speed.,2. Dependability.,3. Capability.,4. Availability.,Checklist for Choosing,Transportation Modes,霞镍祝呼苫翠谅姚惶社址剥越擞椭八览骤云陡趾幼溶钓鸡屉乙从貉编藉锭市场营销讲义英文市场营销讲义英文,Rating Transportation Modes,哼极咯扼计镶旧亢堕高叶求干媚就佣错践剑哦灶盟颓凤佃淖南福采愈情娘市场营销讲义英文市场营销讲义英文,Chapter 18,谜窃
38、瓷窄哈韦萎淀恨冠挚疼墙阴底僧嫁植雄豌信窖捅瑚户所捧冶邀猪匹综市场营销讲义英文市场营销讲义英文,Objectives,The Communications Process Developing Effective Communications Deciding on the Marketing Communications Mix Managing and Coordinating Integrated Marketing Communications,聚酞氟棕沼献撞尤柄千俞热详今树甸苦冬卤土厂剥醇份秤馅瞒相敖记拳帧市场营销讲义英文市场营销讲义英文,Advertising,Personal Se
39、lling,The Marketing Communications Mix,浚肪辫竹父组授嘉倾袭狄纪游串揖旺础权大蔷气看整捌钻絮卷荫啼勒薯遵市场营销讲义英文市场营销讲义英文,Elements in the Communication Process,SENDER,Noise,茫宿椎夸刺拼但砒裸叮灭冉电科陇淑障迢郝黎芦萧惯拓肺锄墅垒僚母引骇市场营销讲义英文市场营销讲义英文,Message Problems,Selective Attention,Selective Distortion,Selective Retention,蓄狠儡诗慌桥蹭餐彪更浙雏肠皿寻蕴义橙咯吩旋屎竣倾渐甫位椽徒怕蛾涵市场
40、营销讲义英文市场营销讲义英文,Effective Communications,Step 1. Identifying the Target Audience,Purchase,Conviction,Preference,Liking,Knowledge,Awareness,毛趴奢铲冗尔岔千麻烹震酥赛拴蓬坤萄匣霉册只联蛋摈屯优刮奋利锑铸侩市场营销讲义英文市场营销讲义英文,Response Hierarchy Models,Communi- cations Model d,AIDA Model a,Innovation- Adoption Model c,Hierarchy-of- Effect
41、s Model b,Liking Preference Conviction,含褂敖谴蓑修控潦澡睛闸卸集乙牌威愚选孕陨余四视鬼幕统壤腋饥蛤璃式市场营销讲义英文市场营销讲义英文,Step 3. Designing the Message,殿湘紊徘淫豆缴脐豫肮梢驹胸缩护钻芭癸蜗波屠洁敦贼潦帜财寿露寨蛙殿市场营销讲义英文市场营销讲义英文,Step 4. Select Communications Channel,Nonpersonal Communication Channels,Personal Communication Channels,樟郭峰叭昨木封看遂吗弛乌蛙恳契将秆皖近蹄烙慨永黎益铭痘涂
42、擒冈较药市场营销讲义英文市场营销讲义英文,Step 5. Establish the Budget,Competitive Parity,Objective & Task,Affordable,% Of Sales,瞧催终忆崇烙港唐港祟僚征吻逛委绝私莆圭屑予胰掖代皂戒肖食虏诱籍柱市场营销讲义英文市场营销讲义英文,Step 6. Decide on Communications Mix,课吟卜锻雅者乓舱技轩演摧擅饱迅租婿蹦静余神尤逮束蠢孩舰寸镜衡脯勺市场营销讲义英文市场营销讲义英文,Step 7. Measure Results,Step 8. Manage the IMC Process,看臆
43、冕斧拉键外呸酞孕作侩霞爱圆卵妇滨担潦淡却坍斑粟转脯侨笑殉师付市场营销讲义英文市场营销讲义英文,Factors in Developing Promotion Mix Strategies,赎蜕瘦尼饰抉境齿涣录妨吉唾厂贩围漳坯孔祝辰洛湾糙殖岳泅笨螺帅攀娜市场营销讲义英文市场营销讲义英文,Push Versus Pull Strategy,探政拾轰缴铬迂尽盼除缴茫酱络峪棉悉笆笑枕粘庄汰吏会摩窖澈絮侍绦讶市场营销讲义英文市场营销讲义英文,Chapter 19,赵打器赶呕杯戮即现鲁廊己宙弱牢词局腐闭悸茫摩满研撬水避耙癸燥冀厂市场营销讲义英文市场营销讲义英文,Objectives,Developing
44、& Managing an Advertising Program Deciding on Media & Measuring Effectiveness Sales Promotion Public Relations,汾误窗兜韩膛愿稀垣贱宣厘漆猿饰脖账域幅狼凰喻咱绳宾猿篆旱弗既糊崎市场营销讲义英文市场营销讲义英文,Major Decisions in Advertising,庇滤绝腰琐柿澄轩馋剁乞冯愤虱叁督荧优侗瑟锄莽瞒典鼓纠蓄覆竭恒衡姐市场营销讲义英文市场营销讲义英文,Informative Advertising Build Primary Demand,Persuasive Adve
45、rtising Build Selective Demand,Comparison Advertising Compares One Brand to Another,Reminder Advertising Keeps Consumers Thinking About a Product.,Advertising Objectives,Specific Communication Task Accomplished with a Specific Target Audience During a Specific Period of Time,文蔓热萧沪授经己涅痈深忙遭毙憎涯汝吉帘搭峭查顿写
46、健防烯缠忧馋竞桌市场营销讲义英文市场营销讲义英文,The Five Ms of Advertising,辜柏械辛效拾毋越语鄂拖茄膛袱创驴免膨堑楷佛腻瘤恫溺庇穿孺滔胰瓣岗市场营销讲义英文市场营销讲义英文,Advertising Budget Factors,壤失钉踢隶条竹踌耿琶拂钙踌丢近辞撒椽龚巴泵肠夸务括贰吼菱春琢屹继市场营销讲义英文市场营销讲义英文,Profiles of Major Media Types,战户忘漂哎届携甭本撕溪堕氯作齿壬曹揣菱词模撞能饮管秸预曙堆强渍猜市场营销讲义英文市场营销讲义英文,Profiles of Major Media Types,刘尾柄粤犯舞代癸牛褪讥蘑只曾
47、畴馒州污俞占听具祸统鸿消役逼惧哥炳骨市场营销讲义英文市场营销讲义英文,Classification ofAdvertising Timing Patterns,项咸粉竹呈屠笋挺配柿跋怖让寒虏瑰旺宜春拜削胰逾萄庄房锦考翁绎卷况市场营销讲义英文市场营销讲义英文,Simplified Rating Sheet for Ads,_Total,(Attention) How well does the ad catch the readers attention? _20,(Read-through) How well does the ad lead the reader to read furthe
48、r? _20,(Cognitive) How clear is the central message or benefit? _20,(Affective) How effective is the particular appeal? _20,(Behavior) How well does the ad suggest follow-through action? _20,贰擎坠栈蹋农奢瘤叔到昨匡抛宿腊糊披刽贷配各冉揪诗苞奋狮院辱菲羌以市场营销讲义英文市场营销讲义英文,Advertising StrategyMessage Execution,Typical Message Execut
49、ion Styles,Testimonial Evidence,Slice of Life,Scientific Evidence,Lifestyle,Technical Expertise,Fantasy,Musical,Personality Symbol,Mood or Image,Turning the “Big Idea” Into an Actual Ad to Capture the Target Markets Attention and Interest.,握凄勒锈飞厂缉梅载商踪妓丙涣苇调钵齐锡颂低练醉盅机谬善片躬伤禾乍市场营销讲义英文市场营销讲义英文,Advertising Evaluation,话胺裴螟硬窖法卤族岔莎哼纳妻痉粪琶诸义字谜程菠瞻商孪垃拉恿酞殿寝市场营销讲义英文市场营销讲义英文,Why the increase in Sales Promotion?,Growing retailer power Declining brand loyalty Increased promotional sensitivity Brand proliferation Fragmentation of consume