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

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yang zhao

The document discusses key concepts from Philip Kotler's Marketing Management textbook relating to integrated marketing communication. It outlines 10 concepts, including the marketing communication mix, the sequence of the communication process, the three stages of communicating with customers, non-personal communication channels, and developing effective communication strategies. For each concept, it provides brief explanations and examples from the textbook.

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

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

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