第11章_国际市场促销策略.ppt

第十一章第十一章国际市场国际市场促销策略促销策略 Chapter 11 Promotion Strategy Chapter Nine Promotion Strategy 2内容提要?促销的定义、目标和任务?促销组合元素?影响促销组合的因素?国际市场促销 Chapter Nine Promotion Strategy 3 Learning Objective 1 1 促销的定义、目标和任务促销的定义、目标和任务 Discuss the role, goal & task of Discuss the role, goal & task of promotion promotion in the marketing mix in the marketing mix Chapter Nine Promotion Strategy 4促销 Promotion 1 1 营销人员对潜在消费者进行的告知、劝说、和提醒等沟通沟通活动,意在施加某种观点 munication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response Chapter Nine Promotion Strategy 5整合营销沟通 Integrated munications 仔细协调一切促销活动, 从而产生以消费者为目标导向的联合一致的信息 A method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused 1 1 Chapter Nine Promotion Strategy 6促销改变需求曲线的位置和形状——非价格竞争促销的目标需求无促销的目标需求 a. a. 促销使需求曲线右移促销使需求曲线右移数数量量价价格格促销的目标需求无促销的目标需求 b. b. 促销改变需求曲线形状促销改变需求曲线形状( (弹性弹性) ) 数数量量价价格格1 1 Chapter Nine Promotion Strategy 7促销的目标与任务 Goals and Tasks of Promotion 告知 Informing 告知 Informing 提醒 Reminding 提醒 Reminding 劝说 Persuading 劝说 Persuading 目标受众 Target Audience 目标受众 Target Audience 1 1 Chapter Nine Promotion Strategy 8 告知目标 Informative Objective ?提高认知度 Increase awareness ?说明产品工作原理 Explain how product works ?建议新用途 Suggest new uses ?建立公司形象 pany image 告知目标 Informative Objective ?提高认知度 Increase awareness ?说明产品工作原理 Explain how product works ?建议新用途 Suggest new uses ?建立公司形象 pany image 促销的目标与任务:告知 Goals and Tasks of Promotion 告知顾客顾客&市场中介市场中介:产品(公司)的存在、功能、好处、用途、如何获得( when 、 where) 、价格 1 1 Chapter Nine Promotion Strategy 9促销的目标与任务:劝说 Goals and Tasks of Promotion “不要让孩子输在起跑线上”劝说目标 Persuasion Objective ?鼓励品牌转换 Encourage brand switching ?改变顾客对产品性质的认知 Change customers ’ perception of product attributes ?影响购买决策 Influence buying decision ?劝说顾客来访 Persuade customers to call 劝说目标 Persuasion Objective ?鼓励品牌转换 Encourage brand switching ?改变顾客对产品性质的认知 Change customers ’ perception of product attributes ?影响购买决策 In