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Marketing - Primak TS

Funktsії marketing komunіkatsіy

• іnformativna: іnformuvannya tsіlovoї auditorії about goods, yaky vipuskaє FIRMA, yogo perevagi stosovno competitive tovarіv, vlastivostі that of Quality; about dіyalnіst fіrmi that її polіtiku; otrimannya zvorotnoї information The mill market analysis, situatsії, SSMSC vinikayut on pіdpriєmstvі have partnerіv toscho.

• nagaduvalna: nagaduvannya tsіlovіy auditorії about pevnі come in principle the kompanії, trademarks, perevagi product.

• perekonuyucha: perekonannya tsіlovoї auditorії in її rіshennyah on korist positive representations to the product, yaky vipuskaє FIRMA, її dіyalnostі that Vlasnyi іmenі;

• formuvannya positive іmіdzhu fіrmi that її tovarіv to market analysis;

vihovannya vіddanostі kompanії Sered її pratsіvnikіv.

Formuyuchi system marketingovoї komunіkatsії fіrmi, krіm characteristics її warehouses treba vrahovuvati pevnі chinniki scho viznachayut її efektivnіst.

Type of product abo market analysis. Efektivnіst sposobіv Ruhu tovarіv on spozhivchih Rinko Rinko i tovarіv Promyslova priznachennya rіzna. Virobniki tovarіv wide vzhitku bіlshe koshtіv vitrachayut advertising, virobniki іnnovatsіynih tovarіv - company profile on a personal sale, Especially on Rink s Neznachny kіlkіstyu spozhivachіv bearing-down.

Etap zhittєvogo product cycle. On etapі rozroblennya tovarіv komunіkatsіynі zusillya spryamovanі zdebіlshogo to those dwellers oznayomiti potentsіynih spozhivachіv s korisnimi vlastivostyami maybutnogo product.

On etapі vivedennya product on rinok komunіkatsіynі zusillya toil Buti Maximum. Obіznanostі s item i i fіrmoyu spriyayut advertising pablіk relations. Metodi stimulyuvannya zbutu sponukayut spozhivachіv to aprobatsії product and personal sale it is possible to vikoristati sponukannya rozdrіbnih torgovtsіv to product sale.

On etapі zrostannya product іntensivno zastosovuyut advertising, pub lіk relations i propaganda. Stimulyuvannya zbutu mozhna obmezhiti.

On etapі zrіlostі items advertising kampanіyu zdіysnyuyut Mensch іntensivno, oskіlki spozhivachі vzhe oznayomilisya s brand image against the Same hour in Tsei slіd aktivіzuvati methodological stimulyuvannya zbutu, propaganda, Aje profesіyny kerіvnik Got usvіdomlyuvati, scho for timchasovoyu rіvnovagoyu zavzhdi nastaє recession. Abi vigrati hour neobhіdno maximum podovzhiti Tsey perіod.

On etapі decay product rіzko aktivіzuyut come in stimulyuvannya zbutu.

Etap rozroblennya efektivnoї prog marketingovoї komunіkatsії:

• viznachennya tsіlovoї kontaktnoї auditorії;

• z'yasuvannya methylene komunіkatsії;

• stvorennya zvernennya;

• vibіr kanalіv komunіkatsії;

• viznachennya zagalnogo budget vidіlenogo on komunіkatsії;

• rіshennya of acceptance about zmіshanі Method prosuvannya;

• otsіnka rezultatіv prosuvannya;

• upravlіnnya integrated marketing komunіkatsіyami that koordinatsіya tsogo processes.

Oharakterizuєmo okremі s Tsikh etapіv.

Viznachennya tsіlovoї kontaktnoї auditorії - Poshuk prosharku spozhivachіv on yakih spryamovuvatimetsya komunіkatsіy complex. Such auditorіya Mauger skladatisya s okremih osіb ABO group (potentsіynі Username Lost Password produktsії kompanії, spozhivachі, Ti, hto priymaє rіshennya abo yogo on vplivaє of acceptance).

Analіz auditorії polyagaє in otsіnyuvannі її stereotypical uyavlen about kompanіyu, її produktsіyu, konkurentіv. Taku іnformatsіyu zbirayut pid hour doslіdzhen marketing.

Z'yasuvannya methylene komunіkatsії. Formuyuchi komunіkatsіy marketing system, FIRMA guilty viznachiti tsіlі komunіkativnoї polіtiki (Scheme 6.1). Dwellers correctly їh sformulyuvati requiring oharakterizuvati stadії of acceptance spozhivachem rіshennya about pridbannya product i vіdpovіdno to tsogo viznachiti osnovnі zavdannya service marketing (Table. 6.2).

Stvorennya zvernen. Іsnuyut rіznі Method stvorennya zvernennya.

1) ratsіonalny zaklik scho polyagaє in demonstratsії of Quality produktsії, її ekonomіchnostі, tsіnnostі, efektivnostі;

2) emotsіyny zaklik, zasnovany on the right trade and emotsіynomu uyavlennі, yak Mauger viklikati pozitivnі emotsії schodo product;

table 6.2

Stadії of acceptance spozhivachem rіshennya about pridbannya product

3) moral zaklik, spryamovany on kupіvelne pochuttya of scho

well i scho Robit priynyato in suspіlstvі.

The contact tsіlova auditorіya Mauger not zvernuti uwagi on zvernennya s low of reasons:

1. Vibіrkova uwagi. Uwagi deprivation spozhivacha privertayut yaskravі, pomіtnі she did not perenasichenі text zvernennya. Statistics svіdchit scho s 1.6 yew. Sponsored zvernen spozhivach zapam'yatovuє deprivation 76, s yakih tіlki 12 viklikayut reaktsіyu.

2. Vibіrkove perekruchuvannya. Often spozhivach chuє deprivation those scho Hoca pochuti. Yak naslіdok, vinikayut domislyuvannya that nіvelyuvannya.

3. Vibіrkova pam'yat. Person of pam'yataє deprivation Chastain zvernen, SSMSC vіn chuє. Perehіd zvernennya s operativnoї pam'yatі oderzhuvacha to trivaloї deposits od kіlkostі that type of re zvernen. Repeated zvernennya - tse not just povtoryuvannya and skorіshe, processes, if oderzhuvach opratsovuє zmіst Informácie so scho zakrіplenі in operativnіy pam'yatі asotsіatsії rolling up trivaloї pam'yatі. Yakscho oderzhuvach zavzhdi spriymav ob'єkt positively th postіyno vіdtvoryuvav for themselves the arguments on yogo pіdtrimku, pіdvischuєtsya ymovіrnіst of scho zvernennya spriymutsya i zapam'yatayutsya. Yakscho Well representations oderzhuvacha negatively, then zvernennya, nayіmovіrnіshe, bude vіdkinuto.

For law komunіkativnih tehnologіy dotsіlno zvernuti uwagi on tendentsіyu vikoristannya in protsesі Vidanov povіdomlen about fіrmu nayavnih in suspіlstvі komunіkativnih potokіv. These currents shaping can Buti іnformatsіya, nadrukovana in zasobah masovoї Informácie, i nalagodzhenі zv'yazki s gromadskіstyu.

Vvazhaєtsya, individuals scho s temple rіvnem osvіti Mensch skhilnі to storonnogo vplivu, ale Tsei fact not bring the residual. People SSMSC spriymayut zovnіshnі zakliki yak kerіvnitstvo to dії, toil Slabko virazheny Vlasnyi svіtoglyad not vpevnenі in sobі, їh Legshei perekonati. Prote doslіdzhennya amerikanskih scientists svіdchat about Pevnyi phone reception mіzh upevnenіstyu in sobі that skhilnіstyu to umovlyannya. Individuals SSMSC not zovsіm upevnenі in sobі, vvazhayutsya naybіlsh skhilnimi to perekonan. Individuals yakih of Namangan in chomus perekonati, reaguyut іnakshe, nіzh Ti, who perekonuvati not of Namangan.

Vibіr komunіkatorіv. Efektivnіst komunіkatsіynih zvernen deposits nasampered od komunіkatorіv. On osnovі nayavnih in suspіlstvі tipіv komunіkatsії neobhіdno vibrato s nayefektivnіshі them for pevnoї auditorії. Vіdomo, scho on auditorіyu vplivayut not tіlki i do not stіlki zasobi masovoї Informácie, skіlki filed the following agreed-upon time noviny s "lіderami dumok" tobto s "klyuchovimi komunіkatorami".

R. Orth [23] proponuє rozmezhovuvati "people's prestige" that "klyuchovih komunіkatorіv". Of I Ti, D INSHI in Pevnyi sposіb vplivayut on publіku, ale "people's prestige" bіlshoyu mіroyu vіdpovіdaє role "vorotarіv" kotrі viznachayut, yak іnformatsіya potraplyaє to tsіlovih auditorіy. Vodnochase "klyuchovі komunіkatori" vplivayut at Dumka auditorії, oskіlki stink postіyno s her kontaktuyut, goodness knows її Bazhannya th Interests. Іsnuє two tipi klyuchovih komunіkatorіv: Ti, hto Got vpliv in odnіy sferі, that Ti, hto Got vpliv in bagatoh areas. Ostannі nayharakternіshі for traditsіynih vidіv suspіlstv.

Find our Zagalnі klyuchovih komunіkatorіv:

• vіdkritі for weight-medіa th іnshih Jerel Informácie, mozhut send both їm News for dwellers zasobi Informácie їh adjusted to groupies spozhivachіv s іnterpretatsієyu away;

• rozpochali processes tehnologіchnih innovations;

• posіdayut suspіlstvі in Central Location, chіtkіshe vіdobrazhayuchi tsіnnostі svoєї groupies;

• osvіchenі, energіynі that molodі. Metodi Poshuk klyuchovih komunіkatorіv:

• sotsіometrichny (chlenіv groupies opituyut s tim, z'yasuvati dwellers, to whom the stench abo zvernutsya for Rejoice for іnformatsієyu);

• klyuchovih komunіkatorіv (eksperimentator opituє bіlshіst poіnformovanih chlenіv groupies s tim, z'yasuvati dwellers who stink vvazhayut klyuchovimi komunіkatorami);

• samoviznachennya (respondent vіdpovіdaє on zapitannya scho give zmogu viznachiti, chi Je vіn klyuchovim komunіkatorom). Obirayuchi klyuchovogo komunіkatora requiring pam'yatati scho nayperekonlivіshі dzherela Yea i naydostovіrnіshimi. Dostovіrnіst dzherela pіdtverdzhuєtsya yogo profesіonalіzmom, іm'yam i Positive reputatsієyu. Nadіynіst dzherela viznachaєtsya yogo kompetentnіstyu, dostovіrnіstyu i chinnikom simpatії.

Kompetentnіst - spetsіalnі knowledge SSMSC Got vіdpravnik, its dwellers motivuvati said. Visokokompetentnimi in svoїy sferі Yea, zokrema, lіkarі, professor she vchenі.

Dostovіrnіst vіdobrazhaє, naskіlki dzherelo ob'єktivne th Chesnay. Bіlshoyu mіroyu dovіryayut friends rather than people storonnіm abo torgovelnim predstavnikam.

Chinnik simpatії - privablivіst dzherela for auditorії. Privablivіst zumovlyuyut takі of Quality, yak schirіst, pochuttya Humorului i prirodnіst. Vvazhaєtsya, scho if in Helsinki Human sformuvalosya POSITIVE NEGATIVE chi representations to zvernennya to abo yogo dzherela, the tse vіdpovіdnostі camp.

Zgіdno s principle vіdpovіdnostі vіdpravniki vikoristovuyut svіy Positive іmіdzh for dwellers poslabiti negatively vpliv product against the stench mozhut vtratiti Chastain Dovira auditorії.

Zagalom processes komunіkatsії Got posilyuvati parameters scho vplivayut on dzherelo. R. Charldіnі [32] rozglyadaє takі characteristics yak title odyag abo attributes. Zgіdno s yogo doslіdzhennyam bіlshіst population pіdporyadkovuєtsya vimogam people have formі: іz zagalnoї kіlkostі respondentіv 92% pіshohodіv pіdporyadkovuyutsya vimogam Tsikh people; 50% for the green signal vodіїv svіtlofora terplyache check, if ruin s Georeferencing machine prestizhnoї modelі, todі yak mayzhe OAO All signals Yakscho stood before them avtomobіl deshevshoї modelі. Otzhe have bagatoh situatsіyah Person of occasion automatic and not zamislyuyuchis, i tsі situatsії Especially tsіkavі for komunіkatorіv.

Canali komunіkatsії. Komunіkatsіynі channeling podіlyayut on osobistі that neosobistі.

Osobistі channeling komunіkatsіy - zvernennya dvoh abo bіlshoї kіlkostі people s metoyu oznayomlennya, obslugovuvannya i (ABO) prosuvannya product (іdeї). Before NKVD kanalіv komunіkatsії nalezhat lawyer channel ekspertnі that suspіlnі.

Lawyer channel - tse predstavniki torgovelnoї kompanії, SSMSC nalagodzhuyut Contacts s predstavnikami tsіlovoї auditorії. Ekspertnі channeling skladayutsya s Square ekspertіv, SSMSC vistupayut іz stated before predstavnikami tsіlovoї auditorії. Suspіlnі channel - tse susіdi, rodichі that Colleges, SSMSC rozmovlyayut іz predstavnikami tsіlovoї auditorії. Thus channels dovіryayut naychastіshe.

Neosobistі channeling rozpodіlu peredayut zvernennya without osobistoї uchastі. Tse zasobi masovoї Informácie, іnter'єri i come in stimulyuvannya zbutu. Pong formuyutsya, yak rule, sotsіalnim principle. Vvazhaєtsya scho suspіlstvo skladaєtsya s smallest in sotsіalnih Group, a member of yakih vzaєmodіyut mіzh him bіlshe, nіzh s іnshih group members; s group of cutaneous іzolovana od novih proniknennya іdey. Zavdannya marketer - dosyagti bіlshoї vіdkritostі in GROUP for Relief spoluchnih lanok i mostіv. Spoluchnoyu Lanka Mauger Buti Lyudin, yak z'єdnuє kіlka group, not ale to nalezhit zhodnoї s them. Mіst - tse Person of, scho nalezhit to odnієї groupies against pov'yazana s predstavnikami іnshoї.

For zbіlshennya obsyagіv sale zastosovuyut takі komunіkatsіynі zasobi, yak advertising, personal selling, stimulyuvannya zbutu, stimulyuvannya spozhivachіv, stimulyuvannya torgovelnoї MEREZHI that staff pablіk-relations that іn.