andSalesPromotion(营销管理,菲利普·科特勒教材)

©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapter15PromotingProducts:PublicRelationsandSalesPromotion©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens“Therearemanymisconceptionsaboutpublicrelations.Oneofthemostwidespreadisthatit’seasy”-PeterCelliers©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapterObjectives•Understandthedifferentpublicrelationsactivities•Understandthepublicrelationsprocess•KnowhowthedifferentPRtoolsareused©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensChapterObjectives•Implementacrisismanagementprograminahospitalitybusiness•Discussthegrowthandpurposeofsalespromotion,settingobjectives,andselectingconsumerpromotiontools©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensPublicRelations•Creatingapositiveimageandcustomerpreferencethroughthird-partyendorsement•PRisexperiencingexplosivegrowth•Offersawaytodistinguishyourcompany’sproductsfromanother•MarketingandPRarebecomingincreasinglylinked©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensMajorPRActivates•PressRelations•ProductPublicity•CorporateCommunications•Lobbying•Counseling©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensPressRelations•Theaimofpressrelationsistoplacenewsworthyinformationintothenewsmediatoattractattentiontoaperson,product,orservice©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensProductPublicity•Variouseffortstopublicizespecificproducts•Assistsinnewproductlaunch•Assistsinproductrepositioning•Createsinterestinaproductcategory©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensCorporateCommunications•Involvescommunicationswithinternalandexternalcustomers•Promotesunderstandingoftheorganization©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensLobbying•Dealingwithlegislatorsandgovernmentofficialstopromoteordefeatlegislationandregulation•Largecompaniesemploytheirownlobbyists•Smallcompanieslobbythroughlocaltradeassociations©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensCounseling•Advisingmanagementaboutpublicissuesandcompanypositionsandimage•Importantwheninvolvingspecialinterests•Example:WaterscarcityandthemirageinLasVegas©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensPublicity•Secureseditorialspace,asopposedtopaidspace,inprintandbroadcastmediatopromoteaproductoraservice•Influencesspecifictargetgroups•Defendsproductsagainstpublicproblems•Buildsthecorporateimage©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensThePublicRelationsProcess1.Research2.Establishingmarketingobjectives•Buildsawareness•Buildscredibility•Stimulatesthesalesforceandchannelintermediaries•Lowerspromotionalcosts©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakens©2006PearsonEducation,Inc.MarketingforHospitalityandTourism,4theditionUpperSaddleRiver,NJ07458Kotler,Bowen,andMakensThePublicRelationsProcess3.DefiningtheTargetAudience4.ChoosingthePRMessageandVehicles5.ImplementingtheMarketing