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全球战略沟通管理ch10
Chapter 10 The Marketing Communication Process Stages of the Negotiation Process The offer assess each parties’ needs and commitment Informal meetings trust-building among deal makers Strategy formulation review and assess factors to be negotiated Negotiations form, informal, short or long Implementation International Negotiations How to negotiate in other countries Team assistance Traditions and customs Language capability Determination of authority limits Patience Negotiation ethics Silence Persistence Holistic view The meaning of agreements Marketing Communications Strategy Steps in Formulating Marketing Communications Strategy The Promotional Mix Advertising any form of non-personal communication Personal Selling the use of person-to-person communication Publicity non-paid, commercially significant news Sales Promotion Direct inducements of extra value or incentives Sponsorship Promoting interests of company by association The Promotional Mix Push strategies focus on personal selling, considered essential in international marketing of industrial goods. Pull strategies depend on mass communications (advertising of consumer-oriented goods) to reach target audiences over long distribution channels. Integrated marketing communications coordinated use of a broad range of promotional tools to reach a target market. Communications Tools The choice of media is governed by the appropriateness media’s target audience and its efficiency in reaching that audience. Business and trade journals Broad-based media Business Week, The Wall Street Journal Horizontal media focus on a particular marketing task(Purchasing World) Vertical media focus on a particular market or industry (Trucker World) Directories and data services Communications Tools Direct marketing Is intended to elicit immediate and measurable responses to direct-response advertising, telemarketing, and direct selling. Direct mail depends on acquiring mailing lists that target the intended audience. Effectiv
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