市场营销学第十四章

ChapterFourteenCommunicatingCustomerValue:IntegratedMarketingCommunicationsStrategyCommunicatingCustomerValue:IntegratedMarketingCommunicationsStrategyThePromotionMixIntegratedMarketingCommunicationsAViewoftheCommunicationsProcessStepsinDevelopingEffectiveMarketingCommunicationSettingtheTotalPromotionBudgetandMixSociallyResponsibleMarketingCommunicationTopicOutlineThepromotionmixisthespecificblendofadvertising,publicrelations,personalselling,anddirect-marketingtoolsthatthecompanyusestopersuasivelycommunicatecustomervalueandbuildcustomerrelationshipsThePromotionMixThePromotionMixAdvertisingisanypaidformofnon-personalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsorBroadcastPrintInternetOutdoorThePromotionMixThePromotionMixSalespromotionistheshort-termincentivetoencouragethepurchaseorsaleofaproductorserviceDiscountsCouponsDisplaysDemonstrationsThePromotionMixThePromotionMixPublicrelationsinvolvesbuildinggoodrelationswiththecompany’svariouspublicsbyobtainingfavorablepublicity,buildingupagoodcorporateimage,andhandlingorheadingoffunfavorablerumors,stories,andeventsPressreleasesSponsorshipsSpecialeventsWebpagesThePromotionMixThePromotionMixPersonalsellingisthepersonalpresentationbythefirm’ssalesforceforthepurposeofmakingsalesandbuildingcustomerrelationshipsSalespresentationsTradeshowsIncentiveprogramsThePromotionMixThePromotionMixDirectmarketinginvolvesmakingdirectconnectionswithcarefullytargetedindividualconsumerstobothobtainanimmediateresponseandcultivatelastingcustomerrelationships—throughtheuseofdirectmail,telephone,direct-responsetelevision,e-mail,andtheInternettocommunicatedirectlywithspecificconsumersCatalogTelemarketingKiosks报摊ThePromotionMixIntegratedMarketingCommunicationsConsumersarebetterinformedMorecommunicationLessmassmarketingChangingcommunicationstechnologyTheNewMarketingCommunicationsModelIntegratedMarketingCommunicationsIntegratedmarketingcommunicationsistheintegrationbythecompanyofitscommunicationchannelstodeliveraclear,consistent,andcompellingmessageabouttheorganizationanditsbrandsTheNeedforIntegratedMarketingCommunicationsIntegratedMarketingCommunicationsStrategyAViewoftheCommunicationProcessTheCommunicationProcessStepsinDevelopingEffectiveMarketingCommunicationIdentifythetargetaudienceDeterminethecommunicationobjectivesDesignthemessageChoosethemediaSelectthemessagesourceStepsinDevelopingEffectiveCommunicationIdentifyingtheTargetmarketWhatwillbesaidHowitwillbesaidWhenitwillbesaidWhereitwillbesaidWhowillsayitStepsinDevelopingEffectiveMarketingCommunicationMarketersseekapurchaseresponsethatresultsfromaconsumerdecision-makingprocessthatincludesthestagesofbuyerreadinessDeterminingtheCommunicationObjectivesStepsinDevelopingEffectiveMarketingCommunicationAIDAModelGetAttentionHoldInterestArouseDesireObtainActionDesigningaMessageStepsinDevelopingEffectiveMarketingCommunicationMessagecontentisanappealorthemethatwillproducethedesiredresponseRationalappealEmotionalappealMoralappealMessageFormatDesigningaMessageStepsinDevelopingEffectiveMarketingCommunicationRationalappealrelatestotheaudience’sself-interestEmotionalappealisanattempttostiruppositiveornegativeemotionstomotivateapurchaseDesigningaMessageStepsinDevelopingEffectiveMarketingCommunicationMoralappealisdirectedattheaudience’ssenseofrightandproperDesigningaMessage

StepsinDevelopingEffectiveMarketingCommunicationPersonalcommunicationinvolvestwoormorepeoplecommunicatingdirectlywitheachotherFacetofacePhoneMailE-mailInternetchatChoosingMedia

StepsinDevelopingEffectiveMarketingCommunicationPersonalcommunicationiseffectivebecauseitallowspersonaladdressingandfeedbackControlofpersonalcommunicationCompanyIndependentexpertsWordofmouthChoosingMedia

StepsinDevelopingEffectiveMarketingCommunicationOpinionleadersarepeoplewithinareferencegroupwho,becauseoftheirspecialskills,knowledge,personality,orothercharacteristics,exertssocialinfluenceonothersBuzzmarketinginvolvescultivatingopinionleadersandgettingthemtospreadinformationaboutaproductorservicetoothersintheircommunitiesChoosingMediaPersonalCommunicationStepsinDevelopingEffectiveMarketingCommunicationNon-personalcommunicationismediathatcarrymessageswithoutpersonalcontactorfeedback,includingmajormedia,atmospheres,andeventsthataffectthebuyerdirectlyNon-PersonalCommunicationChannelsStepsinDevelopingEffectiveMarketingCommunicationMajormediaincludeprint,broadcast,display,andonlinemediaAtmospheresaredesignedenvironmentsthatcreateorreinforcethebuyer’sleaningstowardbuyingaproductNon-PersonalCommunicationChannelsStepsinDevelopingEffectiveMarketingCommunicationEventsarestagedoccurrencesthatcommunicatemessagestotargetaudiencesPressconferencesGrandopeningsExhibitsPublictoursNonpersonalCommunicationChannelsStepsinDevelopingEffectiveMarketingCommunicationThemessage’simpactonthetargetaudienceisaffectedbyhowtheaudienceviewsthecommunicatorCelebritiesAthletesEntertainersProfessionalsHealthcareprovidersSelectingtheMessageSourceStepsinDevelopingEffectiveMarketingCommunicationInvolvesthecommunicatorunderstandingtheeffectonthetargetaudiencebymeasuringbehaviorresultingfromthebehaviorCollectingFeedbackSettingtheTotalPromotion

BudgetandMixAffordablebudgetmethodsetsthebudgetatanaffordablelevelIgnorestheeffectsofpromotiononsalesSettingtheTotalPromotionBudgetPercentageofsalesmethodsetsthebudgetatacertainpercentageofcurrentorforecastedsalesorunitsalespriceEasytouseandhelpsmanagementthinkabouttherelationshipbetweenpromotion,sellingprice,andprofitperunitWronglyviewssalesasthecauseratherthantheresultofpromotionSettingtheTotalPromotionBudgetSettingtheTotalPromotion

BudgetandMixCompetitive-paritymethodsetsthebudgettomatchcompetitoroutlaysRepresentsindustrystandardsAvoidspromotionwarsSettingtheTotalPromotionBudgetSettingtheTotalPromotion

BudgetandMixObjective-and-taskmethodsetsthebudgetbasedonwhatthefirmwantstoaccomplishwithpromotionandincludes:DefiningpromotionobjectivesDeterminingtaskstoachievetheobjectivesEstimatingcostsSettingtheTotalPromotionBudgetSettingtheTotalPromotion

BudgetandMixSettingtheTotalPromotion

BudgetandMixAdvertisingreachesmassesofgeographicallydispersedbuyersatalowcostperexposure,anditenablesthesellertorepeatamessagemanytimesShapingtheOverallPromotionMixTheNatureofEachPromotionToolPersonalsellingisthemosteffectivemethodatcertainstagesofthebuyingprocess,particularlyinbuildingbuyers’preferences,convictions,actions,anddevelopingcustomerrelationshipsShapingtheOverallPromotionMixTheNatureofEachPromotionToolSettingtheTotalPromotion

BudgetandMixSalespromotionincludescoupons,contests,cents-offdeals,andpremiumsthatattractconsumerattentionandofferstrongincentivestopurchase,andcanbeusedtodramatizeproductoffersandtoboostsaggingsalesShapingtheOverallPromotionMixTheNatureofEachPromotionToolSettingtheTotalPromotion

BudgetandMixPublicrelationsisaverybelievableformofpromotionthatincludesnewsstories,features,sponsorships,andeventsDirectmarketingisanon-public,immediate,customized,andinteractivepromotionaltoolthatincludesdirectmail,catalogs,telemarketing,andonlinemarketingShapingtheOverallPromotionMixTheNatureofEachPromotionToolSettingtheTotalPromotion

BudgetandMixPromotionMixStrategiesShapingtheOverallPromotion

MixCommunicateopenlyandhonestlywithconsumersandresellersAvoiddeceptiveorfalseadvertisingAvoidbait-and-switchadvertisingConformtoall federal,state,andlocalregulationsSociallyResponsibleMarketingCommunicationCommunicateopenlyandhonestlywithconsumersandresellersAvoiddeceptiveorfalseadvertisingAvoidbait-and-switchadvertisingConformtoallfederal,state,andlocalregulationsSociallyResponsibleMarketingCommunicationFollowrulesof“faircompetition”DonotofferbribesDonotattempttoobtaincompetitors’tradesecretsDonotdisparagecompetitorsortheirproducts_____referstoshort-termincentivesprovidedtoencouragethepurchaseorsaleofaproductoraservice.AdvertisingPublicrelationsSalespromotionDirectmarketing_____referstoshort-termincentivesprovidedtoencouragethepurchaseorsaleofaproductoraservice.AdvertisingPublicrelationsSalespromotionDirectmarketingWhatisthefunctionofpublicrelations?BuildingupagoodcorporateimageBuildingadirectconnectionwithcustomerObtainingimmediatecustomerresponseMakingsalesWhatisthefunctionofpublicrelations?BuildingupagoodcorporateimageBuildingadirectconnectionwithcustomerObtainingimmediatecustomerresponseMakingsalesWhichofthefollowingincludestheuseofcatalogs,telephonemarketing,kiosks,theInternet,mobilemarketing?AdvertisingPublicrelationsSalespromotionDirectmarketingWhichofthefollowingincludestheuseofcatalogs,telephonemarketing,kiosks,theInternet,mobilemarketing?AdvertisingPublicrelationsSalespromotionDirectmarketing_____referstoanypaidformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.AdvertisingPublicrelationsSalespromotionDirectmarketing_____referstoanypaidformofnonpersonalpresentationandpromotionofideas,goods,orservicesbyanidentifiedsponsor.AdvertisingPublicrelationsSalespromotionDirectmarketingWhichofthefollowingarethetwomajorcommunicationtoolsofthecommunicationsprocess?ThesendersandthereceiversThemessageandthemediaEncodingandnoiseThemediaandencodingWhichofthefollowingarethetwomajorcommunicationtoolsofthecommunicationsprocess?ThesendersandthereceiversThemessageandthemediaEncodingandnoiseThemediaandencodingBurgerKing’sadagencyassembleswords,sounds,andillustrationsintoanadthatconveystheintendedmessage.Thisisanexampleof_____.decodingmediaencodingnoiseBurgerKing’sadagencyassembleswords,sounds,andillustrationsintoanadthatconveystheintendedmessage.Thisisanexampleof_____.decodingmediaencodingnoiseTheunplannedstaticordistortionduringthecommunicationprocess,isknownas____.tolerancefeedbackmessagenoiseTheunplannedstaticordistortionduringthecommunicationprocess,isknownas____.tolerancefeedbackmessagenoiseChoosethecorrectsequenceofthebuyer-readinessstages.Awareness,knowledge,liking,preference,conviction,purchaseAwareness,liking,knowledge,conviction,preference,purchaseAwareness,liking,conviction,preference,knowledge,purchaseAwareness,conviction,preference,liking,knowledge,purchasedirectmarketingpromotionChoosethecorrectsequenceofthebuyer-readinessstages.Awareness,knowledge,liking,preference,conviction,purchaseAwareness,liking,knowledge,conviction,preference,purchaseAwareness,liking,conviction,preference,knowledge,purchaseAwareness,conviction,preference,liking,knowledge,purchasedirectmarketingpromotionAnadshowingmensurprisingthewomentheylovewithdiamondjewelryexhibits_____appeal.moralemotionalrationalfearAnadshowingmensurprisingthewomentheylovewithdiamondjewelryexhibits_____appeal.moralemotionalrationalfearWhichmethodforsettingthepromotionalbudgetbeginswithtotalrevenues,deductsoperatingexpensesandcapitaloutlays,andthendevotessomeportionoftheremainingfundstoadvertising?Percentage-of-salesmethodCompetitive-paritymethodAffordablemethodObjective-and-taskmethodWhichmethodforsettingthepromotionalbudgetbeginswithtotalrevenues,deductsoperatingexpensesandcapitaloutlays,andthendevotessomeportionoftheremainingfundstoadvertising?Percentage-of-salesmethodCompetitive-paritymethodAffordablemethodObjective-and-taskmethodProjects

Reviewthefivecomponentsofthepromotionmix.Findamerchantthatisutilizingallfivecomponentsanddescribehowtheyareusingeach.(Objective1)Whyarecompaniesdoinglessbroadcastingandmorenarrowcasting?Whatisacompanythatusesbothandgiveexamplesofhowtheyareaccomplishingthis?(Objective2)Givethreeexamplesofword-of-mouthcommunicationthatyoupersonallyhavereceivedaboutsomeproduct.Whatwasthenatureofthecommunicationandwhatimpactdidithaveonyou?(Objective3)Describethefivepromotiontoolsanddiscussthefactorsthatmustbeconsideredinshapingtheoverallpromotionmix.(Objective4)

Formstudentsintogroupsofthreetofive.EachgroupshouldreadRealMarketing14.1(SoBe).Eachgroupshouldthenanswerthefollowingquestionsandsharetheiranswerswiththeclass.(Objective2)WhywasSoBefailingtoconnectwithconsumersthroughtraditionaladvertisingcampaigns?IdentifythekeypromotionaltoolsthatSoBeutilizedinitsnewIMCcampaign.Analyzethefollowingstatement:“Asopposedtocreatingadvertising,we’recrea