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1、2000 Prentice Hall人职匹配人职匹配人职匹配人职匹配网页网页设计师设计师系统系统分析师分析师游戏游戏策划师策划师软件软件测试员测试员运营专员运营专员电子商务电子商务专员专员数据库数据库管理员管理员程序员程序员2000 Prentice Hall第五讲 职业探索与决策2000 Prentice Hall教学内容 为什么要探索？探索什么？如何探索？什么是职业决策？有哪些决策类型？你的决策类型？如何进行职业决策？职业探索职业探索职业决策职业决策2000 Prentice Hall2000 Prentice Hall2000 Prentice Hall2.2.生涯决策平衡单生涯决策平衡
2、单2000 Prentice HallAdvertisingPersonal SellingAny Paid Form of Nonpersonal Presentation by an Identified Sponsor.Sales PromotionShort-term Incentives to Encourage Trial or Purchase.Public RelationsDirect MarketingDirect Communications With Individuals to Obtain an Immediate Response.Protect and/or P
3、romote Companys Image/products.Personal Presentations.The Marketing Communications Mix2000 Prentice HallStep 5.Establish the BudgetCompetitiveParityObjective&TaskAffordable%OfSales2000 Prentice HallFactors in Developing Promotion Mix Factors in Developing Promotion Mix StrategiesStrategiesProduct Li
4、fe-Cycle StageType of Product/MarketPush vs.Pull StrategyBuyer/Readiness StageProduct Life-Cycle StageType of Product/MarketPush vs.Pull StrategyBuyer/Readiness Stage2000 Prentice HallPush Versus Pull StrategyProducerProducerInterme-diariesMarketingactivitiesEnd usersMarketingactivitiesDemandInterme
5、-diariesDemandPush StrategyPull StrategyEnd usersMarketing activitiesDemand2000 Prentice HallObjectivesDeveloping&Managing an Advertising ProgramDeveloping&Managing an Advertising ProgramDeciding on Media&Measuring EffectivenessDeciding on Media&Measuring EffectivenessSales PromotionSales PromotionP
6、ublic RelationsPublic Relations2000 Prentice Hall1.什么是职业决策职职职职业业业业决决决决策策策策凯恩斯的凯恩斯的经济理论经济理论狭义广义广义2000 Prentice HallInformative AdvertisingBuild Primary DemandPersuasive AdvertisingBuild Selective DemandComparison AdvertisingCompares One Brand to AnotherReminder AdvertisingKeeps Consumers ThinkingAbou
7、t a Product.Advertising Objectives Specific Communication Specific Communication Task Task Accomplished with a Specific Accomplished with a Specific TargetTarget Audience Audience During a Specific Period of During a Specific Period of TimeTime2000 Prentice HallProfiles of Major Media TypesNewspaper
8、sAdvantages:Flexibility,timeliness;good local market coverage;broad acceptance,high believabilityLimitations:Short life;poor reproduction quality;smallpass-along audienceTelevisionAdvantages:Combines sight,sound,motion;high attention;high reach;appealing to sensesLimitations:High absolute costs;high
9、 clutter;fleeting exposure;less audience selectivityDirect MailAdvantages:Audience selectivity;flexibility,no ad compe-tition within same medium;allows personalizationLimitations:Relative high cost;“junk mail”image2000 Prentice HallAdvertising StrategyAdvertising StrategyMessage ExecutionMessage Exe
10、cution网络资源网络资源TestimonialEvidenceSlice of LifeScientificEvidenceLifestyleTechnicalExpertiseFantasyMusicalPersonalitySymbolMood orImageTurning the“Big Idea”Into an Actual Ad to Capture the Target Markets Attention and Interest.2000 Prentice Hall、和、和、和、和SpecialEventsWritten Materials自发型自发型直觉型直觉型Audiov
11、isualMateials依赖型依赖型理智型理智型 2000 Prentice HallConsumer-Goods Market TestingSales-WaveResearchTest offering trail toa sample of consumers insuccessiveperiods.SimulatedTest MarketTest in a simulated shopping environmentto a sample of consumers.StandardTest MarketFull marketing campaignin a small number
12、of representative cities.Controlled Test MarketA few stores that have agreed to carry newproducts for a fee.2000 Prentice HallCommercializationWhenWhereWhomProductPricePlacePromotion2000 Prentice HallMajor Decisions in International MarketingDeciding whetherto go abroadDeciding whichmarkets to enter
13、Deciding how toenter the marketDeciding on themarketing program2000 Prentice HallFive Models of EntryInto Foreign MarketsDirectinvest-mentJointventuresLicensingDirectexportingIndirectExportingAmount of commitment,risk,control,and profit potential2000 Prentice HallWhat is a Brand?2000 Prentice HallBr
14、and EquityNo Brand Loyalty(customer will change)Satisfied Customer(no reason to change)Satisfied&Switching CostValues the Brand(brand as friend)Devoted to Brand2000 Prentice HallGood Brand Names:SuggestProductBenefitsDistinctiveLack PoorForeignLanguageMeaningsSuggestProductQualitiesEasy to:Pronounce
15、RecognizeRemember2000 Prentice HallChannel Management DecisionsChannel Management DecisionsSelectingFEEDBACKMotivatingTrainingEvaluating2000 Prentice HallLow PriceLow StatusLow MarginMid PriceMid StatusMid MarginHigh PriceHigh StatusHigh MarginWheel of RetailingWheel of Retailing2000 Prentice HallRa
16、ilNations largest carrier,cost-effective for shipping bulk products,piggybackTruckFlexible in routing&time schedules,efficient for short-hauls of high value goodsWaterLow cost for shipping bulky,low-value goods,slowest formPipelineShip petroleum,natural gas,and chemicalsfrom sources to marketsAirHig
17、h cost,ideal when speed is needed or to ship high-value,low-bulk itemsTransportation Modes2000 Prentice HallDemand实际调研实际调研理论分析理论分析2000 Prentice HallMarket-Oriented Strategic PlanningObjectivesSkillsResourcesOpportunities2000 Prentice HallMarket-Oriented Strategic PlanningObjectivesSkillsResourcesOpportunitiesProfitandGrowth2000 Prentice HallSimple Marketing SystemIndustry(a collection of sellers)Market(a collection of Buyers)Goods/servicesMoneyCommunicationInformation