国际促销策略 InternationalPromotionstrategy 2020 4 4 1 AViewoftheCommunicationProcessCommunicationinvolvesthenineelements 1Sender2Encoding symbolicform3Message Thesetofwords picturesorsymbols4Media Thecommunicationchannels5Decoding Chapter12 Promotion 2020 4 4 2 6Receiver7Response thereactionsofthereceiver8Feedback receiver sresponsecommunicated9 Noise Theunplannedstatic 2020 4 4 3 2020 4 4 4 SettingtheTotalPromotionBudget 1 AffordableMethodtheysetthepromotionbudgetattheleveltheythinkthecompanycanafford 2020 4 4 5 2 Percentage of SalesMethodSettingthepromotionbudgetatacertainpercentageofcurrentorforecastKalesorasapercentageofthesalesprice 2020 4 4 6 3 Competitive ParityMethodSettingthepromotionbudgettomatchcompetitors outlays 2020 4 4 7 4 Objective and TaskMethodthecompanysetsitspromotionbudgetbasedonwhatitwantstoaccomplishwithpromotion 2020 4 4 8 SettingthePromotionMix 2020 4 4 9 Promotionmix Thespecificmixofadvertising personalselling salespromotionandpublicrelationsthatacompanyusestopursueitsadvertisingandmarketingobjectives 2020 4 4 10 1 Advertising Anypaidformofnon personalpresentationandpromotionofideas goodsorservicesbyanidentifiedsponsor 2020 4 4 11 A SettingObjectivesAspecificcommunicationtasktobeaccomplishedwithaspecifictargetaudienceduringaspecificperiodoftime 2020 4 4 12 a informativeadvertising advertisingusedtoinformconsumersaboutanewproductorfeatureandtobuildprimarydemand 2020 4 4 13 2020 4 4 14 Toinform Tellingthemarketaboutanewproduct Suggestingnewusesforaproduct Informingthemarketofapricechange Explaininghowtheproductworks 2020 4 4 15 Describingavailableservices Correctingfalseimpressions Reducingbuyers fears Buildingacompanyimage 2020 4 4 16 b persuasiveadvertisingAdvertisingusedtobuiltselectivedemandforabrandbypersuadingconsumersthatitoffersthebestqualityfortheirmoney growthstage 2020 4 4 17 2020 4 4 18 Topersuade Buildingbrandpreference Encouragingswitchingtoyourbrand Changingbuyerperceptionsofproduct Persuadingbuyerstopurchasenow Persuadingbuyerstoreceiveasalescall 2020 4 4 19 C Reminderadvertisingisimportantformatureproductsasitkeepsconsumersthinkingabouttheproduct 2020 4 4 20 Toremind Remindingbuyersthattheproductmaylieneededinthenearfuture Remindingbuyerswheretobuytheproduct Keepingtheproductinbuyers mindsduringoffseasons Maintainingtop of mindproductawareness 2020 4 4 21 B AdvertisingStrategy CreatingtheAdvertisingMessage 2020 4 4 22 2020 4 4 23 C SelectingAdvertisingMediaD AdvertisingEvaluation theadvertisingprogrammshouldregularlyevaluateboththecommunicationimpactandthesaleseffectsofadvertising 2020 4 4 24 2 Personalselling Personalselling Oralpresentationinaconversationwithoneormoreprospectivepurchasersforthepurposeofmakingsalesandbuildingcustomerrelationships 2020 4 4 25 3 Salespromotion Short termincentivestoencouragethepurchaseorsaleofaproductorservice Buyonegetonefreegift 2020 4 4 26 A threelevelswithinthedistributionchain a consumerpromotion includemoney off coupons premiums contestsandothers 2020 4 4 27 b Tradepromotionsrangefromspecialdiscounts freegoodsandloyaltybonusestotraining c Salesforcepromotionsincludebonuses commissions freegiftsandcompetitions 2020 4 4 28 4 Publicrelations Buildinggoodrelationswiththecompany svariouspublicsbyobtainingfavourablepublicity buildingupagood corporateimage andhandlingorheadingoffunfavourablerumours storiesandevents 2020 4 4 29 Pressrelationsorpressagency Creatingandplacingnewsworthyinformationinthenewsmediatoattractattentiontoaperson productorservice Productpublicity Publicizingspecificproducts 2020 4 4 30 Publicaffairs Buildingandmaintaininglocal nationalandinternationalrelations Lobbying Buildingandmaintainingrelationswithlegislatorsandgovernmentofficialstoinfluencelegislationandregulation 2020 4 4 31 Product mobilephonesMission apromotionmixHomework anessay ppt presentationessay 800words presentation 5 8minutes Group 3 5persons Showtime Dec12 Dec19 2020 4 4 32 2020 4 4 33