市场学 Essay代写范文：The Different Elements in the Communication Mix

本文是市场学专业的留学生Essay代写范例，题目是“The Different Elements in the Communication Mix（沟通组合中的不同元素）”,营销传播组合与促销组合相同，只是促销组合的另一个术语。有五种营销传播组合在一起:广告，促销，公共关系，个人销售和直接营销。这基本上都归结为一种混合的促销努力，以带来销售和增加品牌资产:

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个人销售

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，建立买家的偏好，信念和行动;个人互动允许反馈和调整;人际关系;买家更细心;销售队伍代表着一种长期的承诺;最昂贵的促销工具

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 直接营销

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

多种形式:电话营销、直邮、网络营销等;四大特点:非公开性、即时性、定制性、互动性;非常适合高度针对性的营销工作

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买方行为

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.

买方或消费者行为是研究人们何时、为何、如何以及在何处购买或不购买产品的学科。它融合了心理学、社会学、社会人类学和经济学的元素。它试图理解买家的决策过程，无论是个人还是团体。它研究个体消费者的特征，如人口统计和行为变量，试图了解人们的需求。它还试图评估群体(如家庭、朋友、参考群体和社会)对消费者的影响。它还包括买方人口因素的研究。性别、种族、年龄等。“家庭中谁负责决策”的研究。年轻人购买东西的原因与老年人不同。

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.

在进行个人销售之前，了解购买者的行为是非常重要的，因为你不知道一个人的需求和需求，你可以把产品卖出去。如果个人销售人员充分了解目标市场购买者的行为，那么就很容易销售出产品和服务。因为卖方将根据买方的需要和需求提供产品或服务，如果他/她有知识。这将产生积极的影响。

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环境的力量

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，政府议题，税收议题，环境控制和依赖，补贴和配额法规，就业和劳动法，消费者立法和法规，竞争问题，健康和安全问题。

Economic forces经济力量

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.

工业增长潜力、各种投资水平、战略和地位、原材料和供应流的成本、供应基础上的剥离或产能转移、能源可用性和公用事业成本、运输、物流因素、消费者支出及其预测趋势、通胀担忧和宏观经济指标，失业率和其他劳动力市场指标、可支配收入、借款模式、贷款结构、债务信号、未来前景。

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技术力量

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.

创新率、开发时间、技术投资、采用速度和产品生命周期、成本降低(通缩)、投资回报、技术激励、政府投资、跨技术网络和开发。

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外面的差别

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.

他们不像内部接受订单的人，这些销售人员拜访客户，但主要是响应客户的要求，而不是积极寻求说服。与送货员不同，外部的接单员不送货。外部接单者正在消亡，并正在被更具成本效益的电话营销团队所取代。

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