工商管理英语作业

工

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管

理

英

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专业班级：工商管理A1001班

学号：100104190108

姓名：许弢

How to Develop an Effective

Communication?

We will now examine the major steps in developing a total communication and promotion programme . The marketing communicators must (1) identify the target audience (2) Determine the communication objectives (3) Design the message and (4) manage and coordinate the total marketing communication process

Identify the Target Audience

A marketing Communicator must start with a clear target audience in mind. The audience may be potential buyers of the company’s products, current users, deciders, or influence. The audience may be individuals, groups, particular publics or the general public. The target audience will critically influence the communicators decision on what is to be said. How it is to be said, when it is to be said, where is to be said and who is to say it.

The communicators should research the audience’s needs, attitudes, preference and other characteristics as a prelude to setting communication objectives. One of the most important things to establish is the audience’s current image of the object.

Image Analysis

A major part of audience is to assess the audience’s current image of the company, its product, and its competitors. People’s attitudes and actions towards an object are highly conditioned by their beliefs about the object. Image is the set of beliefs, ideas and impressions that a person holds of an object.

The most popular tools for this is the semantic differential. It involves the following steps :

· Developing a set of relevant dimensions

· Reducing the set of relevant dimensions

· Administering the instrument to a sample of respondents

· Averaging the results

· Checking on the image variance

The marketers should now develop a picture of the desired image in contrast to the current image. An organization seeking to change its image must have great patience. Images persistence is explained by the fact that once people have a certain image of an object; they tend to be selective perceivers of further data.

Determining the communication Objectives

Once the target audience and its characteristics are identified, the marketing communication must determine what response is sought. The ultimate response of course, is purchase. But behavior is the end result of a long process of consumer decision marking. The marketing communicator needs to know how to move the target audience from where it now stands to a higher state of readiness to buy. We will work with the “hierarchy – of – effects “models and described the six buyer – readiness states Awareness, Knowledge, liking, Preference, Conviction, and Possible, depending upon the degree of consumer involvement and the degree of brand differences.

Designing the Message

Having defined the desired audience response, the communicators moves to developing an effective message. Ideally the message should get attention, hold interest, arouse desire and

obtain action. In practice, few messages take the consumer all the way from awareness through purchase , but the frame work suggest the desirable qualities .

Managing and Coordinating the Marketing Communication Process

The wide range of communication tools and messages available for reaching the target audience makes it imperative that they be coordinated. Other wise the messages might be ill timed in terms of the availability of goods: they may lack consistency: or they might not be cost effective. Left alone, each manager of a communication resource will fight for more budget irrespective of the relative merits of each tools.

Today companies are moving towards the concepts of coordinated marketing communications. This concept calls for :

- Appointing a marketing communication director who has over all responsibility for the company’s persuasive communication efforts

- Working out a philosophy of the role and the extent to which the different promotional tools are to be used.

- Keeping track of all promotional expenditure by product, promotional tools , stage of product life cycle, and observed effect, as a basis for improving further use of these tolls

- Coordinating the promotional activities and their timing when major campaigns takes place Coordinate marketing communicates, will produce more consistency in the company’s meaning to its buyers and publics. It places a responsibility in someone’s hand, where none existed before to unify the company carries on. It leads to a total marketing communication strategy aimed at showing how the company can help customers solve their problem. Marketing communication is one of the four elements of the company’s marketing mix. Marketing must know how to use advertising, sales promotion, publicity and personal selling to communicate the product’s existence and value to the target customer.

The communication process itself consists of nine elements: Sender, receiver, encoding, decoding, message, media, response, feedback, and noise. Market must know how to get through to the target audience in the face of the audience’s tendencies toward selective attentions, distortion and recall.

Effective sales promotion tactics must be employed keeping in mind the target audience’s tastes and preferences. Each and every product offered by the company should have its own individuality and it’s own market share. For example: Lets take Hindustan Lever”s products. It produces shampoos and soaps under different brand names. However each and every product and brand in the same segment carries its own value in the market and commands its own market share. This was made possible only by effective sales promotion tactics.

It identified to the customer as to the uniqueness of every brand although they are in the same category(shampoos). The product’s existence should be known and serve as a value added brand to every customer. Effective advertising is important for the product to reach various markets. Advertising catches the attention of the customer, however if its not going to be effective, its not going to serve the designated purpose. Advertising should be smart and should convey the right message so that it reaches the target audience. Understand that advertising should portray the benefits of the products and not only the features. Consumers tastes and preferences keep changing, so should the benefits of the products.

中文翻译：

如何建立一个有效的沟通

现在我们将检查的主要步骤，制定一个全面的沟通和推广计划。营销者必须（1）确定目标受众（2）确定沟通目标（3）和（4）设计的信息管理和协调总营销传播过程

确定目标受众

营销者必须从头脑中明确的目标受众。观众可能会对本公司的产品，潜在买家目前的用户，决策者，或影响。观众可以是个人，团体，特别是公众或公众。目标受众会严重影响什么是传播者决定说。它是如何说，当要说的是，这里是说，谁能说它。

传播者应该研究观众的需求，态度，偏好和其他特性设定沟通目标的前奏。建立的最重要的事情之一是目标受众的当前图像。

图像分析

观众的一个重要组成部分是评估公司，观众的当前图像的产品，和竞争对手。对一个对象的人的态度和行为是高度受他们的信仰的对象。图像是一套信念，观念，一个人拥有的对象和印象。

这个最流行的工具是语义差异。它包括以下步骤：·开发一套相关的尺寸·减少相关尺寸设置·管理仪器对样品的受访者·平均结果·对图像的方差检验

营销人员应该开发一个图像与当前图像所需的图像。一个组织试图改变自己的形象，必须要有极大的耐心。图像持久性的事实是，人们一旦对一个对象的特定的图像解释；他们往往是进一步的数据的选择性知觉。

确定沟通目标

一旦目标受众及其特点确定，营销传播必须确定响应是寻求。当然，最终的响应，是购买。但是行为的最终结果是一个漫长的过程，消费者决策。营销者需要知道如何移动目标受众从那里现在站到了一个较高的准备买的状态。我们将与“层次–的–效应”模型和描述的六个买家–准备就绪状态的意识，知识，信念，喜好，偏好，和可能的，这取决于消费者的参与和品牌差异程度。

设计信息

在定义所需的观众的反应，他们将制定一个有效的消息。最好的消息应该得到重视，保持兴趣，激起欲望和获得的行动。在实践中，一些信息以消费者的方式

从所有意识通过购买，但框架建议的优点。

管理和协调营销传播过程

通信工具和可达到的目标受众的信息范围广，使得他们必须协调。其他明智的消息可能是不合时宜的货物在可用性方面：他们可能缺乏一致性：或者他们可能不符合成本效益的。独自一人，每一位经理的通信资源将更多的预算不论每个工具的相对优点的战斗。

今天，公司正朝着协调的营销传播概念。这一概念要求：-指定一个营销总监

有责任为公司的有说服力的沟通努力工作了一个哲学的作用和在何种程度上不同的促销工具被使用。保持跟踪所有的促销支出的产品，促销手段，产品的生命

周期阶段，并观察效果，为进一步提高使用这些工具-协调促销活动及其主要活动时发生的基础

营销沟通协调，将产生更多的一致性在公司的意义和公众的买家。这地方的责任在谁的手，在那里不存在之前，统一公司进行。这导致了一个总的营销传播策略的目的是展示了如何公司可以帮助客户解决他们的问题。

营销是企业营销组合的四要素。营销者必须知道如何使用广告，促销，宣传和销售人员沟通产品的存在和价值的目标客户。

通信过程本身由九个元素组成：发件人，接收器，编码，解码，信息，媒体，响应，反馈，和噪声。市场必须知道如何让目标受众在面对观众的对选择性注意的倾向，失真和回忆。

有效的促销策略必须牢记目标观众的口味和喜好。每一个公司提供的产品应该有自己的个性，它自己的市场份额。例如：让印度斯坦利的产品。它产生的不同品牌的洗发水和肥皂。然而每一个在相同的部分产品和品牌进行市场自身的价值和命令自己的市场份额。这是只有通过有效的促销策略成为可能。它确定顾客为每个品牌的独特性虽然是同一类（洗发水）。产品的存在应该被称为一个值为每一位客户品牌。有效的广告产品达到不同的市场是非常重要的。广告吸引客户的注意，但是如果它不会是有效的，它不打算为指定的目的。广告应该聪明一点，应该让它到达目标受众传达正确的信息。了解广告应该把产品的利益和特征不仅。消费者的口味和喜好是不断变化的，所以应该受益的产品。