營銷管理科特勒整合營銷傳播實(shí)用教案

1、會(huì)計(jì)學(xué)1營銷管理營銷管理(gunl)科特勒整合營銷傳播科特勒整合營銷傳播第一頁，共27頁。Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-24.整合營銷傳播項(xiàng)目的什么整合營銷傳播項(xiàng)目的什么(shn me)？第1頁/共27頁第二頁，共27頁。Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-3第2頁/共27頁第三頁，共27頁。Copyright 2009 Pearson Education, Inc. Publish

2、ing as Prentice Hall 15-4第3頁/共27頁第四頁，共27頁。Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-5第4頁/共27頁第五頁，共27頁。Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-6第5頁/共27頁第六頁，共27頁。Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-7第6頁/共27頁第七頁

3、，共27頁。Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-8第7頁/共27頁第八頁，共27頁。Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-9第8頁/共27頁第九頁，共27頁。Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-10識(shí)別識(shí)別(shbi)目標(biāo)受眾目標(biāo)受眾設(shè)定設(shè)定(sh dn)目標(biāo)目標(biāo)設(shè)計(jì)傳播設(shè)計(jì)傳播選擇渠道選

4、擇渠道制定預(yù)算制定預(yù)算決定媒體組合決定媒體組合結(jié)果測(cè)評(píng)結(jié)果測(cè)評(píng)/管理整合營銷傳播管理整合營銷傳播第9頁/共27頁第十頁，共27頁。Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-11消費(fèi)者對(duì)傳播的反應(yīng)通常可消費(fèi)者對(duì)傳播的反應(yīng)通?？赏ㄟ^反應(yīng)階段通過反應(yīng)階段(jidun)和和“認(rèn)認(rèn)知知情感情感行動(dòng)行動(dòng)”序列表示。序列表示。第10頁/共27頁第十一頁，共27頁。Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-12第11

5、頁/共27頁第十二頁，共27頁。Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-13第12頁/共27頁第十三頁，共27頁。Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-14第13頁/共27頁第十四頁，共27頁。Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-15提倡者渠道提倡者渠道(qdo)專家專家(zhunji)渠道渠

6、道社會(huì)渠道社會(huì)渠道第14頁/共27頁第十五頁，共27頁。Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-16媒體媒體促銷促銷(c xio)事件事件(shjin)和體驗(yàn)和體驗(yàn)公共關(guān)系公共關(guān)系第15頁/共27頁第十六頁，共27頁。Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-17第16頁/共27頁第十七頁，共27頁。Copyright 2009 Pearson Education, Inc. Publishing

7、as Prentice Hall 15-18第17頁/共27頁第十八頁，共27頁。Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-19第18頁/共27頁第十九頁，共27頁。Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-20第19頁/共27頁第二十頁，共27頁。Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-21量入為出量

8、入為出(ling r wi ch)法法銷售銷售(xioshu)百分比法百分比法競(jìng)爭(zhēng)對(duì)等法競(jìng)爭(zhēng)對(duì)等法目標(biāo)任務(wù)法目標(biāo)任務(wù)法第20頁/共27頁第二十一頁，共27頁。Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-22第21頁/共27頁第二十二頁，共27頁。Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-23第22頁/共27頁第二十三頁，共27頁。Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-24第23頁/共27頁第二十四頁，共27頁。Copyright 2009 Pearson Education, Inc. Publishing as Prentice Hall 15-25第24頁/共27頁第二十五頁，共27頁。Copyright 2009 Pearson Education, Inc. Publishin