听曹玉廷教授讲营销组合

2019/10/231PartThreeMarketingMix-PromotionProf.TimothyCaoOfficeofNingboUniversity,Ningbo,China（宁波大学曹玉廷老师讲座）2019/10/232LearningObjectivesDefinePromotionPromotionalMixAdvantagesanddisadvantagesofeachelementofthepromotionalmixFactorsthatdeterminethetypeofpromotionaltoolsused2019/10/2331.DefinePromotionPromotionisgenerallythoughtofasasequenceofactivitiesdesignedtoinformandconvinceindividualstopurchaseaproduct,subscribetoabelief,orsupportacause.Promotionisbestviewedasthecommunicationfunctionofmarketing.2019/10/2342.PromotionalMixincorporatesthecombinationandtypesofnon-personalandpersonalcommunicationtheorganizationemploysduringaspecifiedperiod2019/10/235Categories:Non-personalcommunicationPersonalcommunication2019/10/2362.1AdvertisingAdvertisingisoftenthoughtofasthepaid,non-personalcommunicationusedinthepromotionofacause,idea,product,orservicebyanidentifiedsponsor.variousadvertisingdeliverymethods2019/10/237CooperativeAdvertisingAsystembywhichadcostsaredividedbetweentwoormoreparties.Usually,suchprogramsareofferedbymanufacturerstotheirwholesalersorretailers,asameansofencouragingthosepartiestoadvertisetheproduct.2019/10/238InstitutionalAdvertisingAdvertisingwhosepurposeistopromotetheimageofacorporationratherthanthesaleofaproductorservice.Thisadvertisingisalsousedtocreatepublicawarenessofacorporationortoimproveitsreputationinthemarketplace.2019/10/2392019/10/2310SpecialtyAdvertisingTheplacementofadvertisingmessagesonawidevarietyofitemsofinteresttothetargetmarketssuchas…2019/10/23112019/10/2312ProductPlacement2019/10/2313ExamplesofAd.:Printads,radio,television,billboard,directmail,brochuresandcatalogs,signs,in-storedisplays,posters,motionpictures,Webpages,bannerads,andemails.Discuss:AdvantagesandlimitationsofusingNewspaper,Magazine,radio,TV,Internetasadvertisingmedia.2019/10/2314ProfilesofMajorMediaTypesNewspapersAdvantages:Flexibility,timeliness;goodlocalmarketcoverage;broadacceptanceLimitations:Shortlife;poorreproductionqualityMagazinesAdvantages:Highgeographicanddemographicselectivity;credibilityandprestige;high-qualityreproduction;longlife;goodpass-alongreadership(传阅率)Limitations:Longadpurchaseleadtime(广告购买前置时间)2019/10/2315RadioAdvantages:Massuse;highgeographicanddemographicselectivity;lowcostLimitations:Audioonly;fleetingexposure;lowerattention;fragmentedaudiencesOutdoorAdvantages:Flexibility;highrepeatexposure;lowcost;lowmessagecompetitionLimitations:LittleaudienceselectivityProfilesofMajorMediaTypesTelevisionAdvantages:Combinessight,sound,motion;highattention;highreach;appealingtosensesLimitations:Highabsolutecosts;fleetingexposure;lessaudienceselectivity2019/10/23162019/10/2317Promotionalmix–advertisingmediaEasilyignored,lowreadershipLowcost,interactive,24-hourLongad-purchaseleadtime,highother-adcompetitionLowcost,excellentlocalcoverage,wideconsumeruseHighcost,junkmailimage,needaccuratemailinglistVeryflexible,targetsspecificaudience,completeinformationBriefexposure,limitedaudienceselectivityHighrepeatexposure,lowcost,localmarketfocusLongad-purchaseleadtime,lackofflexibilityLonglife,qualityreproduction,highdemographicselectivityFleetingexposure,audiopresentationonlyLowcost,highgeographic&demographicselectivityHighcost,fleetingexposure,limitedaudienceselectivityMasscoverage,highattentionwithsight,sound,&motionCompetitionfromotherfeatures,limitedselectivityGoodlocalcoverage,broadacceptance,believableWeaknessesStrengthsInternetYellowpagesDirectmailOutdoorMagazinesRadioTelevisionNewspaperMedia2019/10/23182.2PersonalSellingdirectperson-to-personcommunicationwherebyasellerattemptstoassistand/orpersuadeprospectivebuyerstopurchaseacompany’sproductorservice.2019/10/2319ExamplesofPersonalSellingSalespresentations,salesmeetings,salestrainingandincentiveprogramsforintermediarysalespeople,samples,andtelemarketing.Canbeface-to-faceorviatelephone.2019/10/23202.3PublicRelationsIthasbeendescribedasbuildinggoodwillwithacompany'svariouspublics,including…Theoverallgoalofanypublicrelationseffortistoprojectapositivecompanyimage.2019/10/2321ExamplesofPublicRelationsNewspaperandmagazinearticles/reports,TVsandradiopresentations,charitablecontributions,speechesandseminars.2019/10/2322SpecialEventsWrittenMaterialsCorporateIdentityMaterialsSpeechesNewsAudiovisualMaterialsMajorPublicRelationsToolsPublicServiceActivitiesWebSite2019/10/2323Increasingly,companiesareutilizinginteractivesocialmediaoutlets,suchasblogs,Microbloggingandsocialmedia.Unlikethetraditionaltoolswhichallowedforonlyone-waycommunication,socialmediaoutletsallowtheorganizationtoengageintwo-waycommunication,andreceiveimmediatefeedbackfromvariousstakeholders.2019/10/2324Thedevelopmentofsocialmediaincreasedthespeedofbreakingnews,sopublicrelationsprofessionalsnolongerhavetheluxuryoftimetoconstructanewsstatementafteradailynewsdeadline.Theviraleffectofsocialnetworksrequireadequatetrainingandreal-timesocialmediamonitoringinordertodetecttheearlysignsofbreakingnews.2019/10/2325PublicRelationsinCrisis5s麦当劳15日晚则在其官方微博上称，央视“315”晚会所报道的北京三里屯餐厅违规操作的情况，麦当劳中国对此