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营销管理下载19 |
资料大小：155 KB
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资料语言：简体中文
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资料类别：网络营销资源下载 / doc文档，PPT文档 / 品牌资料
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运行环境：Win2003, WinXP, Win2000, NT, WinME
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添加时间：2008-7-20 1:55:28
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更新时间：2008-7-20 1:55:28
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资料简介：
科特勒营销管理下载_Marketing_Management19.ppt
Objectives
Developing & Managing an Advertising Program
Deciding on Media & Measuring Effectiveness
Sales Promotion
Public Relations
Advertising Objectives
Specific Communication Task
Accomplished with a Specific Target Audience
During a Specific Period of Time
Advertising Budget Factors
Simplified Rating Sheet for Ads
Advertising Evaluation
Why the increase in Sales Promotion?
Growing retailer power
Declining brand loyalty
Increased promotional sensitivity
Brand proliferation
Fragmentation of consumer market
Short-term focus
Increased managerial accountability
Competition
Clutter
Channels of Sales Promotions
“Deal Proneness,” Liechtenstein, Burton, & Netemeyer, Journal of Retailing, Summer 1997
Examination of “deal proneness” among consumers in a supermarket setting
Surveys & Grocery Receipts used
Eight types of deals:
Cent-off, One-free, Gift, Display, Rebate, Contest, Sale, & Coupon
Trade Promotions
Business-to-Business Promotion |
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