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德国NIVEA消费品系列营销市场分析 [2]

论文作者:bluesky论文属性:硕士毕业论文 dissertation登出时间:2013-03-08编辑:bluesky点击率:9719

论文字数:5263论文编号:org201303080924502028语种:英语 English地区:德国价格:$ 88

关键词:营销分析营销市场德国NIVEA消费品德国营销市场

摘要:该报告分析了营销传播活动的相关介绍。NIVEA FOR MEN是一个护肤系列,专门针对男性,目前在全球范围内,重点在欧洲,北美和亚洲的48个国家内广受着欢迎。

reasing (Kotler 2009, Duncan and Moriarty 1998).
2.1 MARKETING COMMUNICATIONS MIX
The marketing communications mix consists of three elements: tools, media and messages (Fill 2009). While the communication mix is often substituted for the mix of tools used (Kotler et al. 2009; Smith and Taylor 2004), the media selection and the messages conveyed to the target market are essential parts as well. Especially as the communications activities of organisations are getting more direct, sending highly targeted messages. The times, where the communications strategy consisted of mass media advertising campaigns shown during commercial breaks in major TV programmes only, are mostly over; instead companies are increasingly using multi-media approaches often using personalised, targeted messages. Daniel Kalisch

Still, the communication tools are the foundation of the communications planning process.
2.2 MARKETING COMMUNICATIONS TOOLS
Different marketing communications authors present different categorisation approaches for the communication tools available for marketers. Kotler et al. (2009) split the mix into eight major modes: advertising, sales promotion, event and experiences, public relations (PR) and publicity, direct marketing, interactive marketing, word-of-mouth marketing, personal selling.
In comparison, Smith and Taylor (2004) even differentiate between twelve communications tools. No matter which categorisation one chooses to use, they are all either extensions or simplification of one another.
This text uses Fill’s (2009) suggested categorization, which consists of five principal communication tools: advertising, sales promotion, PR, direct marketing, and personal selling. In his approach sponsorship for example is part of PR. In the following those categories are discussed in more detail.
2.2.1 ADVERTISING
Kotler et al. (2009, p. 691) define it as: “any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor. “
Advertising is used to raise awareness for a brand among the target audience and building positive attitudes towards it (Percy 2008, Smith and Taylor 2004).
Fill (2009, p. 21) describes it similar to Kotler et al. (2009) while emphasising its advantages as a “non-personal form of mass communication that offers a high level of control”. Limitations of advertising are its low credibility, its impact on sales is hard to measure and its impact to persuade or change customers’ behaviour is doubted. Daniel Kalisch

2.2.2 SALES PROMOTION
Sales promotion is “a variety of short-term incentives to encourage trial or purchase of a product or service” (Kotler et al. 2009, p. 691). The short-term objective is also stated by Percy (2008). Fill (2009) adds that sales promotion is like advertising a non-personal form of communication while being able to target smaller audiences. It can also be used to gather marketing information. Pickton and Brodrick (2005) also emphasise the tactical nature of sales promotion for example to respond to a competitor activity.
2.2.3 PR
Despite different standpoints among academics whether PR is part of marketing (i.e. see Percy 2009, Fill 2009), it plays an important role within the marketing communications mix. Kotler et al’s (2009, p. 691) definition gives PR a wide scope: “a variety of programmes designed to promote or protect a company’s image 论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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