This website uses cookies to ensure you have the best experience. Learn more

Capitulo 12, Cravens Resumen Essay

2086 words - 8 pages

Resumen cap�tulo 12

Cap�tulo 12

Estrategias de promoci�n, publicidad y promoci�n de ventas

La estrategia de promoci�n integra las iniciativas de comunicaci�n de la organizaci�n, combinando publicidad, venta personal, promoci�n de ventas, marketing interactivo/Internet, marketing directo y relaciones p�blicas para comunicarse con los compradores y otros agentes que influyen sobre las decisiones de compra.

Estrategia de promoci�n

Consiste en la planificaci�n, implementaci�n y control de las comunicaciones de la organizaci�n con sus consumidores y otras audiencias objetivo.

Composici�n de la estrategia de promoci�n

Publicidad: esta compuesta por cualquier forma de comunicaci�n no personal relativa a una organizaci�n, producto o idea por la que determinado patrocinador paga.

Ventaja: bajo costo por exposici�n, variedad de medios (revistas, diarios, tv, radio, Internet, etc.), control de la exposici�n, contenido del mensaje coherente y dise�o creativo.

Desventaja: interacci�n con el comprador, incapaz de mantener atenci�n en el espectador, mensaje fijo durante la exposici�n.

Venta personal: comunicaci�n verbal entre un vendedor (o un equipo de ventas) y uno o m�s potenciales compradores con el objetivo de hacer o influir en una venta.

Ventaja: interacci�n entre el vendedor y el comprador para responder preguntas y resolver objeciones, se centra en determinados compradores, acumulaci�n de conocimiento de mercado, transmisi�n de las opiniones de los consumidores.

Desventaja: muy costosa

Promoci�n de venta: diversas actividades de promoci�n, incluye ferias comerciales, concursos, muestras, expositores en puntos de venta, incentivos comerciales y cupones. Esta se puede enfocar en clientes, miembros de la cadena de valor y empleados.

Ventajas: dirigirse espec�ficamente a los compradores, responder a ocasiones especiales, crear incentivos para la compra.

Desventaja: costoso

Marketing directo: varios canales de comunicaci�n que permite a la empresa tener un contacto directo con los compradores individuales. Ej., cat�logos, correo directo, tele marketing, venta por tv, radio, revistas, peri�dicos.

Marketing interactivo/Internet: internet, cd-room, quioscos inform�ticos y televisi�n interactiva. Sirve como canal de ventas directo, da informaci�n de los factores que motivan las ventas, tambi�n encuestas en la red, ofrecer informaci�n sobre el producto y ense�a anuncios.

Relaciones p�blicas: comunicaciones colocadas en medios comerciales sin coste alguno para la empresa que recibe la publicidad. Ej., comunicados de prensa, cobertura de los medios en art�culos o noticias. El departamento de relaciones p�blicas busca animar a los principales medios a que incluyan informaci�n emitida por la empresa en las comunicaciones de los medios. La publicidad en los medios puede ser negativa o positiva y no puede ser controlada por las empresas. Tambi�n afecta la imagen corporativa.

...

Find Another Essay On capitulo 12, cravens resumen

Enlightenment Thought in New Zealand Schools

1594 words - 6 pages In this essay I will be looking at how the political and intellectual ideas of the enlightenment have shaped New Zealand Education. I will also be discussing the perennial tension of local control versus central control of education, and how this has been affected by the political and intellectual ideas of the enlightenment. The enlightenment was an intellectual movement, which beginnings of were marked by the Glorious Revolution in Britain

Psychological Egoism Theory Essay

2240 words - 9 pages The theory of psychological egoism is indeed plausible. The meaning of plausible in the context of this paper refers to the validity or the conceivability of the theory in question, to explain the nature and motivation of human behavior (Hinman, 2007). Human actions are motivated by the satisfaction obtained after completing a task that they are involved in. For example, Mother Teresa was satisfied by her benevolent actions and

How Celtic Folkore has Influenced My Family

1587 words - 6 pages Every family has a unique background that influences the way they live and interact with other people. My parents, who emigrated from Ireland to the States with my three brothers in 1989, brought over their own Celtic folklore and traditions that have helped shaped the way our family operates and lives. One aspect of folklore that has helped shape my family dynamic is the Celtic cross—both its background and what role it has played in our lives

Julia Margaret Cameron

1406 words - 6 pages At a time when women were looked upon as being homemakers, wives, mothers and such the late 1850's presented a change in pace for one woman in specific. Photography was discovered in 1826 and soon after the phenomenon of photography was being experimented with and in turn brought new and different ways of photo taking not only as documenting real time, but also conceptualizing a scene in which an image would be taken. Julia Margaret Cameron will

Evaluation of School Improvement

1403 words - 6 pages The evaluation process should be progressive to incorporate overall planning, implement changes, which contribute to success. In order to focus on school climate and norms, the evaluation design must include the students, instructions, and outcomes to improve communication and building-level concerns to be address in this response. School Climate and Social Norms The school principal, other staff leaders, and personnel set the tone and the

Case Study: The Benefits of Animal Testing

1757 words - 7 pages Nine year old Amy has already had a rough start in life. She was born with an abnormal heart that hinders her everyday activities. Amy is unable to keep up with kids her own age because she often tires out easily. As a consequence, she has very little friends and is often alone. Amy is forced to take different medications everyday just to survive. Amy’s life consists of medicine, doctors, and constant hospital visits. However, Amy is due for a

Myth and Magic: Realism in "One Hundred Years of Solitude"

1531 words - 6 pages “He enjoyed his grandmother's unique way of telling stories. No matter how fantastic or improbable her statements, she always delivered them as if they were the irrefutable truth” (Wikipedia, 2011). Experiences are particular instances of one personally encountering or undergoing something and in these moments of time life changes for the best or the worst and memories are formed. These recollections such as riding your first bicycle, going to

Adiponectin: a Novel Indicator of Malnutrition and Inflammation in Hemodialysis Patients

2384 words - 10 pages body fat (8), stimulating muscle proteolysis and decreasing food intake (12). Furthermore, this cytokine has an integral role in the pathogenesis of generalized inflammation and been shown to induce the synthesis of major acute phase proteins including HSCRP (9). Seemingly IL-6 plays a dual role in MICS and reinforces the vicious cycle between inflammation and malnurtition through cytokine-induced cachexia. Its higher levels in malnourished

The Congo Free State: A Legacy of Apathy, Exploitation and Brutality

2298 words - 9 pages Between 1885 and 1908, Belgium’s Leopold II ruled Congo, a region in central Africa, as his personal colony, exploiting the resources and inhabitants for his own gain. Leopold allowed and encouraged Europeans and other Westerners to enter Congo and set up companies whose primary purpose was to gather rubber, which was abundant but difficult to get to in the Congo, using the Congolese as the laborers for the Europeans. Rubber gathering in Congo

Selective Exposition in The Lottery, by Shirley Jackson

1073 words - 4 pages Usually when someone hears the word “lottery” the first thing that comes to mind is a large sum of cash that people compete against highly impractical odds to win. Shirley Jackson’s story The Lottery might imply a similar conception based on the title alone, but the story is filled with unknowns never revealing exactly when and where the story takes place, or why the lottery exists; even what the lottery is isn’t revealed until the very end. Yet

Lightning

1857 words - 7 pages INTRODUCTION I remember when I was a young child; I would always be scared whenever there was a severe storm outside that included thunder and lightning. This was especially true in the hours of darkness, when you could really see the lightning. As I grew older this so-called fear of lightning turned into a fascination for this weather phenomena. One of my most vivid memories of lightning as a young man was when I was flying to Florida, the

Similar Essays

Capitulo 12, Cravens Resumen Essay

2086 words - 8 pages Resumen cap�tulo 12 Cap�tulo 12 Estrategias de promoci�n, publicidad y promoci�n de ventas La estrategia de promoci�n integra las iniciativas de comunicaci�n de la organizaci�n, combinando publicidad, venta personal, promoci�n de ventas, marketing interactivo/Internet, marketing directo y relaciones p�blicas para comunicarse con los compradores y otros agentes que influyen sobre las decisiones de compra. Estrategia de promoci

When The Bubble Burst Essay

1539 words - 6 pages By the time I arrived state side from my second tour in the Middle East the housing bubble had already burst. I noticed a drastic change in the way that many of my friends and family were living. Several of my friends that worked in real estate had sold their boats and seconds houses. My own stock portfolio had lost a third of its value. My sister and her husband had defaulted on their home mortgage leaving them scrambling for a place to live. I

Phase Diagram Essay

4456 words - 18 pages runs (7 to 12) Figure 5 Phase diagram of binary Durene / Phenanthrene system at fixed temperature (1,2) and fixed composition (3,4) left to right. Discussion: In order to construct the phase diagram for the binary (Naphtalene/Durene) system, two independent methods were used. Firstly, the crystallization temperatures were determined by analyzing the temperature changes with respect to time while cooling the sample (Thermal

Revolutionary Work Of Art Essay

1890 words - 8 pages Walter Benjamin emphasizes in his essay, “The Work of Art in the Age of its Technological Reproducibility” that technology used to make an artwork has changed the way it was received, and its “aura”. Aura represents the originality and authenticity of a work of art that has not been reproduced. The Sistine Chapel in the Vatican is an example of a work that has been and truly a beacon of art. It has brought a benefit and enlightenment to the art