Name: IMC和通信過程 (IMC and Communication Process)
Uploaded: 2021-01-14T05:58:57.000Z
Duration: 7 min 59 s
Description: 【看影片學英語】數萬部 YouTube 影片，搭配英漢字典即點即查，輕鬆掌握單字發音與用法，長久累積看電影不必再看字幕。

having covered product management, price strategy,

and supply chain management, we're going to move now

to the integrated marketing communications aspect of

creating value for the marketplace. keep in mind what we've been talking about

a marketing mix - your product, price, place

(or we refer to it as supply chain management), and promotion

(we refer to it as integrated marketing communication)

so you put together a marketing mix that the customer

for the price you set for  your product. and what your job is to do

as a marketer is to do that to facilitate

at a great price, and people know about it

very well anyhow and you have a stockout. in that case you can

only sell as much of a product as you have available to sell,

of the  marketing mix - at this point supply chain management, take another example

available at a fair price for the perceived

value.  it's available when and where people want it,

but  guess what - they don't know about it because you've not had any

integrated marketing communication.  in that case

you're only as strong in the marketplace as the weakest

element of the marketing mix. you can sell as much of

the product as people are aware of the product that you have available

for sale. so, we're going to focus now a little bit

on this last aspect of market value creation called

promotion or integrated marketing communication.

integrated marketing communication?  well basically what we're going to do

whether that be advertising, public relations

multiple channels so whether you're using

or face to face, whatever channel it is that  you're using

you want your message to be consistent so people have a strong position

recognition with your product. you don't want to confuse them about

are. so, this will help to ensure maximum

on what you're hoping to achieve through your communication objectives.

I mean, are you wanting people to change their

attitude about your brand;  are you wanting people to

you know just simply recognize the name of your brand

so, very simply out,  we want to make sure

is that all communication from the marketing organization

to the target market.  and we call that IMC

and recognize that communication is communication

whether it be marketing communication or in

any particular mode. so, basically, what happens

in communication is you have sender who  has the ideas,

and in this case, the sender would be the

marketer or the marketing department within the organization.

Through market sensing, they understand the consumer, consumer behavior,

how people go about buying,  and using products, they understand the marketing environment,

they've also interpreted the market and so they know how we should be

our product in the marketplace. they know

the characteristics of the customer that we're trying to reach

message. okay so back to the sender we have all this

is instead of telling all about your hamburgers

and what goes on them, you want to focus on the amount

meat in the hamburgers that you're selling. so your whole campaign

or something like that. so, basically, what happens is generally

the promotion or creative people of an advertising message will take

all what you know about your business in the marketplace

you know print or electronic advertising mediums;

it might be through public relations or personal selling.

in any event, they translate that to the recipient

in this communication process, there's some

if the receiver goes and purchases the sender's product

but feedback is generally a little bit slower than that