报刊unit 2思维导图

B:Supporting Offline Campaign Launches With Online Marketing

International Marketing

• B:Supporting Offline Campaign Launches With Online Marketing
  • 定义：网络营销就是以互联网为主要手段，为达到一定营销目的（赚钱）而进行的营销活动。
  • （1）Web sites should be an extension of product packaging.
  • (2)Web sites should be "lifestyle" destinations.
  • (3)Promotions engage customers.
  • (4)2-way communication is essential.
  • (5)Encourage trial with online coupons.
  • (6)Encourage word-of-Mouth.
• A:Marketing Planning
  • Market Resaerch
    • Looking at the market:how big is the market? What type of consumersare we aiming to attract? What is the spending patteern of the target consumers? Other market segments.
    • Product:test marketing
    • Competitors
    • Price
    • Distribution
    • Promotions
    • Types of market research
      • desk research(secondary research)
      • field research(promary research)
        • customer questionnaires focus group customer interviews
    • Trade associations
  • Marketing Mix
    • DEFINITION: a combination of marketing tools that are used to satisfy customers and company objectives.
    • Price
      • Market skimming
      • Market penetration
    • Product
    • Promotion
    • Place
    • People
    • Physical environment
    • Process
  • Marketing Tools
    • Above the line promotion
    • Below the line promotion
    • Trade journals
    • Newspapers and magazines
    • Cinema
    • Radio
    • Direct mail
    • Television
    • Sales promotions/discount schemes
    • Exhibitions/teade fairs
    • Point of sale promotion
    • Personal selling