37 Этапы разр&ETH

37 Этапы разр&ETH

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Sheet1 Page 1 Ìû ñ âàìè ðàññìîòðèì ñîñòàâëÿþùèå ýëåìåíòû êîììóíèêàöèîííîé ìîäåëè ãëàâíûì îáðàçîì ñ òî÷êè çðåíèÿ öåïî÷êè ïëàíèðîâàíèÿ (äâèã à Êîììóíèêàòîð ñôåðû ìàðêåòèíãà äîëæåí: 1) âûÿâèòü ñâîþ öåëåâóþ àóäèòîðèþ, 2) îïðåäåëèòü æåëàåìóþ îòâåòíóþ ðåàêöèþ, 3) âûáðàòü îáðàùåíèå, 4) âûáðàòü ñðåäñòâà ðàñïðîñòðàíåíèÿ èíôîðìàöèè, 5) âûáðàòü ñâîéñòâà, õàðàêòåðèçóþùèå èñòî÷íèê îáðàùåíèÿ 6) ñîáðàòü èíôîðìàöèþ, ïîñòóïàþùóþ ïî êàíàëàì îáðàòíîé ñâÿçè. 1)ÂÛßÂËÅÍÈÅ ÖÅËÅÂÎÉ ÀÓÄÈÒÎÐÈÈ Êîììóíèêàòîð ñôåðû ìàðêåòèíãà äîëæåí ïðèñòóïèòü ê ðàáîòå, èìåÿ ñîâåðøåííî ÷åòêîå ïðåäñòàâëåíèå î ñâîåé öåëåâîé àóäèòîð è 2)ÎÏÐÅÄÅËÅÍÈÅ ÆÅËÀÅÌÎÉ ÎÒÂÅÒÍÎÉ ÐÅÀÊÖÈÈ êîììóíèêàòîð ñôåðû ìàðêåòèíãà äîëæåí îïðåäåëèòü, êàêóþ èìåííî îòâåòíóþ ðåàêöèþ îí æåëàåò ïîëó÷èòü. Ìàêñèìàëüíî áëàãîïðè ÿ Öåëåâàÿ àóäèòîðèÿ ìîæåò íàõîäèòüñÿ â ëþáîì èç øåñòè ñîñòîÿíèé ïîêóïàòåëüñêîé ãîòîâíîñòè: îñâåäîìëåííîñòü, çíàíèå, áëàãîðà ñ ÎÑÂÅÄÎÌËÅÍÍÎÑÒÜ. Ïðåæäå âñåãî íåîáõîäèìî óñòàíîâèòü ñòåïåíü îñâåäîìëåííîñòè öåëåâîé àóäèòîðèè î òîâàðå èëè îðãàíèçàöèè ÁËÀÃÎÐÀÑÏÎËÎÆÅÍÈÅ. Åñëè öåëåâàÿ àóäèòîðèÿ çíàåò òîâàð, êàêèå ÷óâñòâà ïî îòíîøåíèþ ê íåìó îíà èñïûòûâàåò? Ìîæíî ñîñòà â ÏÐÅÄÏÎ×ÒÅÍÈÅ. Öåëåâàÿ àóäèòîðèÿ ìîæåò èñïûòûâàòü áëàãîðàñïîëîæåíèå ê òîâàðó, íî íå îòäàâàòü åìó ïðåäïî÷òåíèÿ ïåðåä äð ó ÓÁÅÆÄÅÍÍÎÑÒÜ. Öåëåâàÿ àóäèòîðèÿ ìîæåò èñïûòûâàòü ïðåäïî÷òåíèå ê êîíêðåòíîìó òîâàðó, íî íå îáëàäàòü óáåæäåííîñòüþ â í å ÑÎÂÅÐØÅÍÈÅ ÏÎÊÓÏÊÈ. Íåêîòîðûå ÷ëåíû öåëåâîé àóäèòîðèè ìîãóò îáëàäàòü íåîáõîäèìîé óáåæäåííîñòüþ, íî òàê è íå ñîáðàòüñÿ ñ òðåáóåìîãî îò íèõ çàêëþ÷èòåëüíîãî øàãà. Ñðåäè ïðèåìîâ, òîëêàþùèõ íà ñîâåðøåíèå ïîêóïêè, ïðåäëîæåíèå òîâàðà ïî íèçêîé öåíå , Ïåðå÷èñëåííûå âûøå øåñòü ñîñòîÿíèé ñâîäÿò îáû÷íî ê òðåì ýòàïàì: ïîçíàíèÿ (îñâåäîìëåííîñòü, çíàíèå), ýìîöèé (áëàãîðàñïîëîæåíèå
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37 Этапы разр&ETH

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