工商管理工商管理专业英英语unit16Glossaryencoding: n. To convert data by the use of a code or a coded character set in such a manner that reconversion to the original form is possible. Encode is sometimes loosely used when complete reconversion is not possible. 编码decoding: n. To convert from code into plain text. 译解unplanned: adj. Not thought out or prepared in advance; spontaneous: 无计划的未预先没想或准备的distortion: n. A statement that twists fact; a misrepresentation. 歪曲，曲解扭曲事实的陈述；曲解unaware: adj. Not aware or cognizant. 未意识到的，不知道的teaser: n. An advertisement that attracts customers by offering something extra or free. 优惠广告通过提供额外的或免费的东西来吸引顾客的广告familiarity: n. The quality or condition of being familiar. 熟悉，通晓熟悉的特点或状态2021/5/222Business School of Nankai UniversityGlossaryextol: v. To praise highly; exalt. 高度赞扬；吹捧dealer: n. One that is engaged in buying and selling: 商人从事买卖的人：rebate: n. A deduction from an amount to be paid or a return of part of an amount given in payment. 折扣；部分退款从将要支付的款子里减掉一部分或从已支付的款子里退还一部分premium: n. Something offered free or at a reduced price as an inducement to buy something else. 赠品为刺激购买其它物品而免费赠送或减价销售的东西dealership: n. A franchise to sell specified items in a certain area. 代理权, 经销权.商品经销特许权在某一区域内出售某特定商品的特许权cognitive: adj. Of, characterized by, involving, or relating to cognition: 认识的属于、描述、包括或有关认识的,认知的affective: adj. Influenced by or resulting from the emotions: 感情的受感情影响的或由感情引起的,情感的, 表达感情的2021/5/223Business School of Nankai UniversityGlossarysiding: n. A short section of railroad track connected by switches with a main track. 侧线，岔线由转辙器同主轨相连的一短段铁路路轨credibility: n. A capacity for belief: 可信程度：anticlimactic: adj. 虎头蛇尾的headline: n. The title or caption of a newspaper article, usually set in large type. 大字标题通常用大号铅字排印的新闻报道的标题或题目novelty: n. The quality of being novel; newness. 新奇新颖的性质；新鲜distinctive: adj. Characteristic or typical: 特别的，特殊的；有特色的：cute: n. Shrewd; clever. 机灵的；精明的tout: v. To promote or praise energetically; publicize: 吹嘘，吹捧促销或激情洋溢地赞扬；引起公众对的注意：2021/5/224Business School of Nankai UniversityKey Terms and ConceptsEncoding: Encoding here, in this context, refers to the process of putting thought into symbolic formMcDonalds advertising agency assembles words and illustrations into an advertisement that will convey the intended message.Message: The set of symbols that the sender transmits-the actual McDonalds advertisement.Media: The communication channels through which the message moves from sender to receiverin this case, television and the specific television programs McDonalds selects.Decoding: The process by which the receiver assigns meaning to the symbols encoded by the sendera consumer watches the McDonalds as and interprets the words and illustrations it contains.2021/5/225Business School of Nankai UniversitytextMarketers need to understand how communication works. Communication involves the nine elements shown in the figure below. Two of these elements are the major parties in a communicationthe sender and the receiver. Another two are the major communication toolsthe message and the media. Four more are major communication functionsencoding, decoding, response, and feedback. The last element is noise in the system. Definitions of these elements follow and are applied to a McDonalds television ad:2021/5/226Business School of Nankai UniversitytextSender Encoding MessageMediaDecoding Receiver NoiseFeedbackResponseElements in the communication process2021/5/227Business School of Nankai UniversitytextSender: The party sending the message to another party-McDonalds.Encoding: The process of putting thought into symbolic formMcDonalds advertising agency assembles words and illustrations into an advertisement that will convey the intended message.Message: The set of symbols that the sender transmits-the actual McDonalds advertisement.Media: The communication channels through which the message moves from sender to receiverin this case, television and the specific television programs McDonalds selects.Decoding: The process by which the receiver assigns meaning to the symbols encoded by the sendera consumer watches the McDonalds as and interprets the words and illustrations it contains.Receiver: The party receiving the message sent by another partythe consumer who watches the McDonalds ad. 2021/5/228Business School of Nankai UniversitytextResponse: The reactions of the receiver after being exposed to the messageany of hundreds of possible responses, such as the consumer likes McDonalds better, is more likely to eat at McDonalds next time he or she eats fast food, or does nothing.Feedback: The part of the receivers response communicated back to the senderMcDonalds research shows that consumers like and remember the ad, or consumers write or call McDonalds praising or criticizing the ad or McDonalds products.Noise: The unplanned static or distortion during the communication process, which results in the receivers getting a different message than the one the sender sentthe consumer has poor TV reception or is distracted by family members while watching the ad.2021/5/229Business School of Nankai UniversitytextThis model points out several key factors in good communication. Senders need to know what audiences they wish to reach and what responses they want. They must be good at encoding messages that take into account how the target audience decodes them. They must send messages through media that reach target audiences, and they must develop feedback channels so that they can assess the audiences response to the message. Thus, the marketing communicator must do the following: identify the target audience; determine the response sought; choose a message; choose the media through which to send the message; select the message source; and collect feedback. 2021/5/2210Business School of Nankai UniversitytextIdentifying The Target AudienceA marketing communicator starts with a clear target audience in mind. The audience may be potential buyers or current users, those who make the buying decision or those who influence it. The audience may be individuals, groups, special publics, or the general public. The target audience will heavily affect the communicators decisions on what will be said, how it will be said, when it will be said, where it will be said, and who will say it.2021/5/2211Business School of Nankai UniversitytextDetermining The Response SoughtOnce the target audience has been defined, the marketing communicator must decide what response is sought. Of course, in most cases, the final response is purchase. But purchase is the result of a long process of consumer decision making. The target audience may be in any of six buyer-readiness stages, the stages consumers normally pass through on their way to making a purchase. The marketing communicator needs to know where the target audience now stands and to what stage it needs to be moved. These stages include awareness, knowledge, liking, preference, conviction, or purchase.2021/5/2212Business School of Nankai UniversitytextThe marketing communicators target market may be totally unaware of the product, know only its name, or know one or a few things about it. The communicator must first build awareness and knowledge. For example, when Nissan introduced its Infiniti automobile line, it began with an extensive “teaser” advertising campaign to create name familiarity. Initial ads for the Infiniti created curiosity and awareness by showing the cars name but not the car. Later ads created knowledge by informing potential buyers of the cars high quality and many innovative features.2021/5/2213Business School of Nankai UniversitytextAssuming target consumers know the product, how do they feel about it? Once potential buyers know about the Infiniti, Nissans marketers want to move them through successively stronger stages of feelings toward the car. These stages include liking (feeling favorable about the Infiniti), preference (preferring Infiniti to other car brands), and conviction (believing that Infiniti is the best car for them). Infiniti marketers can use a combination of the promotion mix tools to create positive feelings and conviction. Advertising extols the Infinitis advantages over competing brands. Press releases and other public relations activities stress the cars innovative features and performance. Dealer salespeople tell buyers about options, value for the price, and after-sale service.2021/5/2214Business School of Nankai UniversitytextAwarenessKnowledgeLikingLikingConvictionPurchaseBuyer -readiness stages2021/5/2215Business School of Nankai UniversitytextFinally, some members of the target market might be convinced about the product, but not quite get around to making the purchase. Potential Infiniti buyers may decide to wait for more information, or for the economy to improve. The communicator must lead these consumers to take the final step. Actions might include offering special promotional prices, rebates, or premiums. Salespeople might call or write to selected customers, inviting them to visit the dealership for a special showing.Of course, marketing communications alone cannot create positive feelings and purchases for Infiniti. The car itself must provide superior value for the customer. In fact, outstanding marketing communications can actually speed the demise of a poor product. The more quickly potential buyers learn about the poor product, the more quickly they become aware of its faults. Thus, good marketing communication calls for “good deeds followed by good words.”2021/5/2216Business School of Nankai UniversitytextIn discussing buyer readiness states, we have assumed that buyers pass through cognitive (awareness, knowledge); affective (liking, preference, conviction); and behavioral (purchase) stages, in that order. This “learn-feel-do” sequence is appropriate when buyers have high involvement with a product category and perceive brands in the category to be highly differentiated, as is the case when they purchase a product such as an automobile. But consumers often follow other sequences. For example, they might follow a “do-feel-learn” sequence for high-involvement products with little perceived differentiation, such as aluminum siding. Still a third sequence is the “learn-do-feel,” where consumers have low involvement and perceive little differentiation, as is the case when they buy a product such as salt. By understanding consumers buying stages and their sequence, the marketer can do a better job of planning communications.2021/5/2217Business School of Nankai UniversitytextChoosing A MessageHaving defined the desired audience response, the communicator turns to developing an effective message. Ideally, the message should get Attention, hold Interest, arouse Desire, and obtain Action (a framework known as the AIDA model). In practice, few messages take the consumer all the way from awareness to purchase, but the AIDA framework suggests the qualities of a good message.In putting the message together, the marketing communicator must solve three problems: what to say (message content), how to say it logically (message structure), and how to say it symbolically (message format).2021/5/2218Business School of Nankai UniversitytextMessage ContentThe communicator has to figure out an appeal or theme that will produce the desired response. There are three types of appeals: rational, emotional, and moral. Rational appeals relate to the audiences self-interest. They show that the product will produce the desired benefits. Examples are messages showing a products quality, economy, value, or performance. Thus, in its ads, Mercedes offers automobiles that are “engineered like no other car in the world,” stressing engineering design, performance, and safety. Then pitching computer systems to business users, IBM salespeople talk about quality, value, improved productivity, and service.2021/5/2219Business School of Nankai UniversitytextEmotional appeals attempt to stir up either negative or positive emotions that can motivate purchase. These include fear, guilt, and shame appeals that get people to do things they should (brush their teeth, buy new tires), or to stop doing things they shouldnt (smoke, drink too much, eat fatty foods). For example, a Crest ad invokes mild fear when it claims, “There are some things you just cant afford to gamble with” (cavities). So does a Michelin tire ad that features cute babies and suggests, “Because so much is riding on your tires.” Communicators also use positive emotional appeals such as love, humor, pride, and joy. Thus, AT&Ts long-running ad theme, “reach out and touch someone,” arouses strong, positive emotions.2021/5/2220Business School of Nankai UniversitytextMoral appeals are directed to the audiences sense of what is “right” and “proper.” They often are used to urge people to support social causes such as a cleaner environment, better race relations, equal rights for women, and aid to the needy. An example of a moral appeal is the March of Dimes appeal: “god made you whole. Give to help those He didnt.”2021/5/2221Business School of Nankai UniversitytextMessage StructureThe communicator also must decide how to handle three message-structure issues. The first is whether to draw a conclusion or leave it to the audience. Early research showed that drawing a conclusion was usually more effective. More recent research, however, suggests that in many cases the advertiser is better off asking questions and letting buyers come to their own conclusions. The second message-structure issue is whether to present a one-sided argument (mentioning only the products strengths), or a two-sided argument (touting the products strengths while also admitting its shortcomings). Usually, a one-sided argument is more effective in sales presentations-except when audiences are highly educated, negatively disposed, or likely to hear opposing claims. In these cases, two-sided messages can enhance the advertisers credibility and make buyers more resistant to competitor attacks. The third message-structure issue is whether to present the strongest arguments first or last. Presenting them first gets strong attention, but may lead to an anticlimactic ending.2021/5/2222Business School of Nankai UniversitytextMessage FormatThe marketing communicator also needs a strong format for the message. In a print ad, the communicator has to decide on the headline, copy, illustration, and color. To attract attention, advertisers can use novelty and contrast; eye-catching pictures and headlines; distinctive formats; message size and position; and color, shape, and movement. If the message is to be carried over the radio, the communicator has to choose words, sounds, and voices. The “sound” of an announcer promoting banking services should be different from one promoting quality furniture.2021/5/2223Business School of Nankai UniversityThank you ！2021/5/2224Business School of Nankai University谢谢大家！结结 语语