03 产品销售（3 / 11）

成分；原料，配料；因素

小贴士

seven characteristics of good arketg research:

有效市场调研有7个特征：

1 scientific thod

科学的方法

2 research creativity

调研的创造性

3 ultiple thods

多种方法

4 terdependence of odels and data

模型和数据的相互依赖

5 vae and st of ration

信息的价值和成本匹配

6 healthy skepticis

适当的怀疑态度

7 ethical arketg

合乎职业道德的市场营销

广告要有吸引力

dialogue

jane&039;s tea is gog to design an advertisent of their new car

简的团队要为公司的新汽车设计一则广告。

jane: julia, have you got any ideas about the advertisg of our new car?

简：朱莉亚，关于我们新汽车的广告你有什么看法吗？

julia: we can start a national capaign next onth i pn to e the dia ix to reach our tart our a goal is to establish brand awareness aong our tart ctors and ake the know the operatg perforance of our car

朱莉亚：我们下个月可以开始做全国范围内的宣传。我打算利用媒体组合达到市场目标。我们的主要目的是向目标客户树立品牌意识，使他们了解我们汽车的操作性能。

jane: what do you see as the ost effective ans of advertisg? i an what gives the ost bangs for the buck advertisg sees to bee less effective becae there are ore types of dia and nsurs are beg ore skeptical

简：那么你觉得什么才是最有效的广告方式？我的意思是通过哪种途径我们得到的回报最多。因为宣传媒体比以前多了，而且消费者对广告也渐渐产生了怀疑，广告好像没以往那么有效了。

julia: obvioly tv will show our capabilities the best, but it is al expensive too uch of our budt would be draed and not uch sales revenue would be nerated radio ad sts less and has a wide spread but it can&039;t show our car&039;s features very well

朱莉亚：很显然，电视广告最能表现我们的实力，但费用也高。我们的预算很快就会花光，而且不一定能带来好的销售收入。广播虽然花费较低、覆盖面广，但是却不能很好地展示我们产品的特色。

jane: do you have a better option?

简：那么你有更好的主意吗？

julia: i thk we uld publicize our products by advertisg glossy agazes the st would be lower than tv by far, but our features uld still be seen and al car owners often buy car reted agazes

朱莉亚：我认为我们可以在印刷精美的高级杂志上宣传我们的产品。投入比电视广告要少得多，还能展现出产品的特色。而且有车一族也经常购买和汽车相关的杂志。

jane: unds not bad!

简：听起来不错！

notes

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