Top 10 learning question for 17 designing and managing integrated marketing -zhao1

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Top 10 learning question for 17 designing and managing integrated marketing -zhao1

  1. 1. Chapter 17 Designing and Managing Integrated Marketing Yang Zhao Apr. 5.2011 http://zhaointote.blogspot.com/ TOP 10 Learning Concepts
  2. 2. Outline: <ul><li>Marketing Communication Mix </li></ul><ul><li>Sequence of Communication process </li></ul><ul><li>3 Stages of communicate with customers </li></ul><ul><li>Nonpersonal Communication Channels </li></ul><ul><li>Developing Effective Communication </li></ul>http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
  3. 3. Outline: <ul><li>Communication Design </li></ul><ul><li>Global Adaptation </li></ul><ul><li>Personal selling </li></ul><ul><li>Sales Promotion </li></ul><ul><li>Select Communication Channels </li></ul>http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
  4. 4. Outline: <ul><li>Marketing Communication Mix </li></ul><ul><li>Sequence of Communication process </li></ul><ul><li>3 Stages of communicate with customers </li></ul><ul><li>Nonpersonal Communication Channels </li></ul><ul><li>Developing Effective Communication </li></ul>http://zhaointote.blogspot.com/ Concept 1: From Philip Kotler’s, Marketing Management, 13 th ed .
  5. 5. Eight major models of Communication <ul><li>Advertising </li></ul><ul><li>Sales promotion </li></ul><ul><li>Events & experience </li></ul><ul><li>Public relationship & publicity </li></ul><ul><li>Direct marketing </li></ul><ul><li>Interactive marketing </li></ul><ul><li>Word-of-mouth marketing </li></ul><ul><li>Personal selling </li></ul>http://zhaointote.blogspot.com/ Concept 1: From Philip Kotler’s, Marketing Management, 13 th ed .
  6. 6. Eight major models of Communication (4 Mass Communication) http://zhaointote.blogspot.com/ Advertising Sales promotion Events and experiences Public relationship & Publicity Concept 1: From Philip Kotler’s, Marketing Management, 13 th ed .
  7. 7. Eight major models of Communication (4 personal Communication) Concept 1: Direct marketing Word of mouth Interactive Marketing Personal Selling From Philip Kotler’s, Marketing Management, 13 th ed .
  8. 8. Outline: <ul><li>Marketing Communication Mix </li></ul><ul><li>Sequence of Communication process </li></ul><ul><li>3 Stages of communicate with customers </li></ul><ul><li>Nonpersonal Communication Channels </li></ul><ul><li>Developing Effective Communication </li></ul>http://zhaointote.blogspot.com/ Concept 2: From Philip Kotler’s, Marketing Management, 13 th ed .
  9. 9. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
  10. 10. Sequence of Communication process Sender Encoding Message Media Decoding Receiver Noise Response Feedback http://zhaointote.blogspot.com/ Concept 2: From Philip Kotler’s, Marketing Management, 13 th ed .
  11. 11. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Encoding From Philip Kotler’s, Marketing Management, 13 th ed .
  12. 12. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Encoding Message/ Media From Philip Kotler’s, Marketing Management, 13 th ed .
  13. 13. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Encoding Decoding Message/ Media From Philip Kotler’s, Marketing Management, 13 th ed .
  14. 14. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Receiver Encoding Decoding Message/ Media From Philip Kotler’s, Marketing Management, 13 th ed .
  15. 15. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Receiver Encoding Decoding Message/ Media Noise From Philip Kotler’s, Marketing Management, 13 th ed .
  16. 16. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Receiver Encoding Decoding Message/ Media Noise Response From Philip Kotler’s, Marketing Management, 13 th ed .
  17. 17. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Receiver Encoding Decoding Message/ Media Noise Response Feedback From Philip Kotler’s, Marketing Management, 13 th ed .
  18. 18. Sequence of Communication process Concept 2: http://zhaointote.blogspot.com/ Sender Receiver Encoding Decoding Message/ Media Noise Response Feedback From Philip Kotler’s, Marketing Management, 13 th ed .
  19. 19. Outline: <ul><li>Marketing Communication Mix </li></ul><ul><li>Sequence of Communication process </li></ul><ul><li>3 Stages of communicate with customers </li></ul><ul><li>Nonpersonal Communication Channels </li></ul><ul><li>Developing Effective Communication </li></ul>http://zhaointote.blogspot.com/ Concept 3: From Philip Kotler’s, Marketing Management, 13 th ed .
  20. 20. 3 stages of communicate with customers Concept 3: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
  21. 21. 3 stages of communicate with customers--- stage 1 Cognitibe http://zhaointote.blogspot.com/ Concept 3: From Philip Kotler’s, Marketing Management, 13 th ed . <ul><li>Cognitive </li></ul>Awareness <ul><li>Affective </li></ul><ul><li>Behavior </li></ul>Knowledge
  22. 22. 3 stages of communicate with customers--- stage 2 Affective http://zhaointote.blogspot.com/ Concept 3: From Philip Kotler’s, Marketing Management, 13 th ed . <ul><li>Cognitive </li></ul>Awareness <ul><li>Affective </li></ul><ul><li>Behavior </li></ul>Knowledge Linking Purchase Preference Conviction
  23. 23. 3 stages of communicate with customers--- stage 3 Behavior http://zhaointote.blogspot.com/ Concept 3: From Philip Kotler’s, Marketing Management, 13 th ed . <ul><li>Cognitive </li></ul>Awareness <ul><li>Affective </li></ul><ul><li>Behavior </li></ul>Knowledge Linking Purchase Preference Conviction
  24. 24. Outline: <ul><li>Marketing Communication Mix </li></ul><ul><li>Sequence of Communication process </li></ul><ul><li>3 Stages of communicate with customers </li></ul><ul><li>Nonpersonal Communication Channels </li></ul><ul><li>Developing Effective Communication </li></ul>http://zhaointote.blogspot.com/ Concept 4: From Philip Kotler’s, Marketing Management, 13 th ed .
  25. 25. Nonpersonal Communication Channels <ul><li>Media </li></ul><ul><li>Sales Promotions </li></ul><ul><li>Events and Experiences </li></ul><ul><li>Public relations </li></ul>Concept 4: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
  26. 26. Nonpersonal Communication Channels <ul><li>Media </li></ul><ul><li>Sales Promotions </li></ul><ul><li>Events and Experiences </li></ul><ul><li>Public relations </li></ul>Concept 4: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
  27. 27. Nonpersonal Communication Channels <ul><li>Media </li></ul><ul><li>Sales Promotions </li></ul><ul><li>Events and Experiences </li></ul><ul><li>Public relations </li></ul>Concept 4: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
  28. 28. Nonpersonal Communication Channels <ul><li>Media </li></ul><ul><li>Sales Promotions </li></ul><ul><li>Events and Experiences </li></ul><ul><li>Public relations </li></ul>Concept 4: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
  29. 29. Nonpersonal Communication Channels <ul><li>Media </li></ul><ul><li>Sales Promotions </li></ul><ul><li>Events and Experiences </li></ul><ul><li>Public relations </li></ul>Concept 4: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed .
  30. 30. Outline: <ul><li>Marketing Communication Mix </li></ul><ul><li>Sequence of Communication process </li></ul><ul><li>3 Stages of communicate with customers </li></ul><ul><li>Nonpersonal Communication Channels </li></ul><ul><li>Developing Effective Communication </li></ul>http://zhaointote.blogspot.com/ Concept 5: From Philip Kotler’s, Marketing Management, 13 th ed .
  31. 31. Developing Effective Communication Concept 5: http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Identify target audience Determine objective Design communication Select channels Establish budget Decide on media mix Measure result Manage IMC
  32. 32. Developing Effective Communication http://zhaointote.blogspot.com/ Concept 5: From Philip Kotler’s, Marketing Management, 13 th ed . <ul><li>Who needs to hear our message </li></ul><ul><li>Who has influence over our target </li></ul><ul><li>Why must be moved to action so our goals will met </li></ul><ul><li>Who has the greatest impact on the outcome of our campaign efforts </li></ul>Identify target audience
  33. 33. 4 steps to determine goal http://zhaointote.blogspot.com/ Concept 5: From Philip Kotler’s, Marketing Management, 13 th ed . <ul><li>Category Clients’ needs. </li></ul><ul><li>- Self-awareness and break the long-term goal into short-term increments. </li></ul><ul><li>- Attitude towards goal. </li></ul><ul><li>- Schedule the measurement process </li></ul>Determine objective
  34. 34. strategic roles of a variety of communications http://zhaointote.blogspot.com/ Concept 5: From Philip Kotler’s, Marketing Management, 13 th ed . Design communication Select channels Establish budget
  35. 35. Manage IMC http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept 5: Decide on media mix Measure result Manage IMC
  36. 36. Out line <ul><li>Communication Design </li></ul><ul><li>Global Adaptation </li></ul><ul><li>Personal selling </li></ul><ul><li>Sales Promotion </li></ul><ul><li>Coordinating Media </li></ul>http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept 6:
  37. 37. Creative strategy: http://zhaointote.blogspot.com/ Concept 6: Flash sale: From Philip Kotler’s, Marketing Management, 13 th ed .
  38. 38. Celebrity spread strategy http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept6: Celebrity Communicators Brand
  39. 39. Out line <ul><li>Communication Design </li></ul><ul><li>Global Adaptation </li></ul><ul><li>Personal selling </li></ul><ul><li>Sales Promotion </li></ul><ul><li>Select Communication Channels </li></ul>http://zhaointote.blogspot.com/ Concept 7: From Philip Kotler’s, Marketing Management, 13 th ed .
  40. 40. Drug use is illegal http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept7: Drug use is a violation issued by the world notice
  41. 41. McDonald don't sale rice in China http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept7: Branch Market McDonald’s in China no rice sell.
  42. 42. Companies are using the same ads in markets to build global brand image. http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept7:
  43. 43. Out line <ul><li>Communication Design </li></ul><ul><li>Global Adaptation </li></ul><ul><li>Persona selling </li></ul><ul><li>Sales Promotion </li></ul><ul><li>Coordinating Media </li></ul>http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept8:
  44. 44. Personal selling <ul><li>Increased stock position. </li></ul><ul><li>Enthusiasm building </li></ul><ul><li>Missionary Selling </li></ul><ul><li>Key Account Management </li></ul>http://zhaointote.blogspot.com/ Concept8: From Philip Kotler’s, Marketing Management, 13 th ed .
  45. 45. Out line <ul><li>Communication Design </li></ul><ul><li>Global Adaptation </li></ul><ul><li>Personal selling </li></ul><ul><li>Sales Promotion </li></ul><ul><li>Select Communication Channels </li></ul>http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept9:
  46. 46. Way used to make buyer quickly. <ul><li>Flash sale </li></ul><ul><li>-Coupons </li></ul><ul><li>-Contests </li></ul><ul><li>-Premiums </li></ul>http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept9:
  47. 47. Motivated the customers to buy more product <ul><li>Flash sale </li></ul><ul><li>- Coupons </li></ul><ul><li>-Contests </li></ul><ul><li>-Premiums </li></ul>http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept9:
  48. 48. Regularly have the activities to sales promotion <ul><li>Flash sale </li></ul><ul><li>-Coupons </li></ul><ul><li>-Contests </li></ul><ul><li>-Premiums </li></ul>http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept9:
  49. 49. Buyer happy, the seller benenifit, everybody happy <ul><li>Flash sale </li></ul><ul><li>-Coupons </li></ul><ul><li>-Contests </li></ul><ul><li>-Premiums </li></ul>http://zhaointote.blogspot.com/ Concept9: From Philip Kotler’s, Marketing Management, 13 th ed .
  50. 50. Out line <ul><li>Communication Design </li></ul><ul><li>Global Adaptation </li></ul><ul><li>Personal selling </li></ul><ul><li>Sales Promotion </li></ul><ul><li>Select Communication Channels </li></ul>http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept10:
  51. 51. Select Communication Channels <ul><li>Personal channels </li></ul><ul><li>Nonpersonal channels </li></ul><ul><li>Integration channels </li></ul>http://zhaointote.blogspot.com/ Concept10: From Philip Kotler’s, Marketing Management, 13 th ed .
  52. 52. <ul><li>Personal channels </li></ul><ul><li>Nonpersonal channels </li></ul><ul><li>Integration channels </li></ul>http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Select Communication Channels Concept10:
  53. 53. Select Communication Channels <ul><li>Personal channels </li></ul><ul><li>Nonpersonal channels </li></ul><ul><li>Integration channels </li></ul>http://zhaointote.blogspot.com/ From Philip Kotler’s, Marketing Management, 13 th ed . Concept10:
  54. 54. Summary <ul><li>Marketing Communication Mix </li></ul><ul><li>Sequence of Communication process </li></ul><ul><li>3 Stages of communicate with customers </li></ul><ul><li>Nonpersonal Communication Channels </li></ul><ul><li>Developing Effective Communication </li></ul>http://zhaointote.blogspot.com/
  55. 55. Summary <ul><li>Communication Design </li></ul><ul><li>Global Adaptation </li></ul><ul><li>Personal selling </li></ul><ul><li>Sales Promotion </li></ul><ul><li>Select Communication Channels </li></ul>http://zhaointote.blogspot.com/

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