市場學 Essay代寫范文：The Different Elements in the Communication Mix

本文是市場學專業的留學生Essay代寫范例，題目是“The Different Elements in the Communication Mix（溝通組合中的不同元素）”,營銷傳播組合與促銷組合相同，只是促銷組合的另一個術語。有五種營銷傳播組合在一起:廣告，促銷，公共關系，個人銷售和直接營銷。這基本上都歸結為一種混合的促銷努力，以帶來銷售和增加品牌資產:

A marketing communications mix is the same as a promotion mix and is just another term for promotion mix. There are five marketing communications to put into the mix: Advertising, Sales Promotion, Public Relations, Personal Selling, and Direct Marketing. This basically all boils down to a mix of promotional efforts to bring in sales and increase brand equity:

Advertising – Any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor.

Personal selling – Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships.

Sales promotion – Short-term incentives to encourage the purchase or sale of a product or service.

Public relations – Building good relationships with the company’s various publics by obtaining favorable publicity, building up a good “corporate image”, and handling or heading off unfavorable rumors, stories, and events.

Direct marketing – Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships.

Objectives & Role of Communication Mix

Advertisement

Reaches large, geographically dispersed audiences, often with high frequency; Low cost per exposure, though overall costs are high; Consumers perceive advertised goods as more legitimate; Dramatizes company/brand; Builds brand image; may stimulate short-term sales; Impersonal, one-way communication; Expensive

Personal Selling個人銷售

Most effective tool for building buyers’ preferences, convictions, and actions; Personal interaction allows for feedback and adjustments; Relationship-oriented; Buyers are more attentive; Sales force represents a long-term commitment; Most expensive of the promotional tools

最有效的工具，建立買家的偏好，信念和行動;個人互動允許反饋和調整;人際關系;買家更細心;銷售隊伍代表著一種長期的承諾;最昂貴的促銷工具

Sales Promotion

May be targeted at the trade or ultimate consumer; Makes use of a variety of formats: premiums, coupons, contests, etc.; Attracts attention, offers strong purchase incentives, dramatizes offers, boosts sagging sales; Stimulates quick response; Short-lived; Not effective at building long-term brand preferences

Public Relation

Highly credible; Very believable; Many forms: news stories, news features, events and sponsorships, etc.; Reaches many prospects missed via other forms of promotion; Dramatizes company or product; Often the most under used element in the promotional mix; Relatively inexpensive (certainly not ‘free’ as many people think–there are costs involved)

Direct Marketing 直接營銷

Many forms: Telephone marketing, direct mail, online marketing, etc.; Four distinctive characteristics: Nonpublic, Immediate, Customized, Interactive; Well-suited to highly-targeted marketing efforts

多種形式:電話營銷、直郵、網絡營銷等;四大特點:非公開性、即時性、定制性、互動性;非常適合高度針對性的營銷工作

Relationship between elements of Communication Mix

All the elements of any mix work in integration. Mix is always series of activities which depend on each other.

P-2: Illustrate how an understanding of buyer behavior can be used in personal selling. Give appropriate examples.

Buyer behavior買方行為

Buyer or Consumer behavior is the study of when, why, how, and where people do or do not buy product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people’s wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. It also include study of buyer Demographic Factors. Sex, Race, Age etc. Study of “Who in the family is responsible for the decision making”. Young people purchase things for different reasons than older people.

買方或消費者行為是研究人們何時、為何、如何以及在何處購買或不購買產品的學科。它融合了心理學、社會學、社會人類學和經濟學的元素。它試圖理解買家的決策過程，無論是個人還是團體。它研究個體消費者的特征，如人口統計和行為變量，試圖了解人們的需求。它還試圖評估群體(如家庭、朋友、參考群體和社會)對消費者的影響。它還包括買方人口因素的研究。性別、種族、年齡等。“家庭中誰負責決策”的研究。年輕人購買東西的原因與老年人不同。

Personal selling

Personal selling is oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to “close the sale”

It is very important to understand the buyer behavior before going to personal selling with out knowing the needs and wants of a person you can sell out the product. If personal sales person is fully aware of target market buyer behavior then it is easy to sale out the product and services. Because seller will present and offer the product or service according to need and wants of buyer if he/she have knowledge. Which will make positive impact.

在進行個人銷售之前，了解購買者的行為是非常重要的，因為你不知道一個人的需求和需求，你可以把產品賣出去。如果個人銷售人員充分了解目標市場購買者的行為，那么就很容易銷售出產品和服務。因為賣方將根據買方的需要和需求提供產品或服務，如果他/她有知識。這將產生積極的影響。

For example

A person seller go to a shop and give presentation with out knowing that who is decision maker in the shop and at the end of presentation shop keeper says “My father give orders for purchases ” so there will be no chance sale. So the personal seller should know the decision maker.

If a person seller go to stall of university with out knowing the choice youngsters. And bring dress paints to stall where as youngsters want to wear jeans then sale will be not possible.

So understanding of buyer behavior before personal selling is very important. Which help a lot.

P-3: Identify the environmental and managerial forces affecting personal selling.

Environmental Forces環境的力量

Politics, Legislation Forces, Governmental topics, taxation issues, environmental controls and dependencies, subsidies & quotas regulations, employment and labor laws, consumer legislations and regulations, competition issues, health & safety concerns and issues.

政治，立法力量，政府議題，稅收議題，環境控制和依賴，補貼和配額法規，就業和勞動法，消費者立法和法規，競爭問題，健康和安全問題。

Economic forces經濟力量

Industry growth potentials, the various investment levels, strategies and positions, costs of raw materials and supply streams, divestments or capacity shifts at the supply base, energy availability and utility cost, transportation, logistics factors, consumer spending and its projected trend, inflation concerns and macro economic indicators, unemployment rates and other labor market indicators, disposable income, borrowing patterns, loan structures, debt signals, future prospects.

工業增長潛力、各種投資水平、戰略和地位、原材料和供應流的成本、供應基礎上的剝離或產能轉移、能源可用性和公用事業成本、運輸、物流因素、消費者支出及其預測趨勢、通脹擔憂和宏觀經濟指標，失業率和其他勞動力市場指標、可支配收入、借款模式、貸款結構、債務信號、未來前景。

Socio-culture Forces

Demographics shifts and changes, wealth distribution, social mobility, institutions, education, schooling, lifestyle trends, use of time, attitudes to work, leisure, relationships, family, fashion, focus and development of interests.

Technology Forces技術力量

Innovation rates, development times, technology investments, adoption speed and product life cycles, cost reductions (deflation), return on investments, technology incentives, government investment, cross technological networking and developments.

創新率、開發時間、技術投資、采用速度和產品生命周期、成本降低(通縮)、投資回報、技術激勵、政府投資、跨技術網絡和開發。

Managerial forces

Direct marketing

direct mail

telemarketing

Blending of sales and marketing

intranet

Qualifications for sales people

Qualification sales managers.

Managerial forces can also be defined as Managers can respond to the changes in the environment by developing new strategies and tactics to enhance sales effectiveness.

Employing direct marketing techniques.

Improving co-operation between sales and marketing.

Encouraging salespeople to attend training programs and acquire professional

Qualifications.

The manager or any person required three basic qualities for best sales which is also called 3 I’s which are mentioned below.

Intelligence.

Interfaces.

Integration.

Reference: Text book

Types of Personal Selling

Inside order-taker

Is the retail sales assistant. The customer has full freedom to choose products without the presence of a sale person. The sales assistant’s task is purely transactional receiving payment and passing over the goods as another type of order taker is the telemarketing sales team, which supports field sales by taking customers’ orders over the telephone.

Delivery sales people

Their task is primarily concerned with delivering the product. In the UK, milk, newspapers and magazines are delivered to the door. However there is little attempt to persuade the household to increase the milk order or number of newspapers taken- changes in order size are customer driven.

Outside order-takers外面的差別

They are unlike inside order -takers, these salespeople visit the customer but also primarily respond to customer requests rather than actively seek to persuade. Unlike delivery salespeople, outside order-takers do not deliver. Outside order-takers are a dying breed, and are being replaced by the more cost-effective telemarketing teams.

他們不像內部接受訂單的人，這些銷售人員拜訪客戶，但主要是響應客戶的要求，而不是積極尋求說服。與送貨員不同，外部的接單員不送貨。外部接單者正在消亡，并正在被更具成本效益的電話營銷團隊所取代。

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