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美国总统布什代言了联邦贸易委员会“别打我电话”项目,在他看来,“当人们坐下来享受正餐时,当父母给孩子读故事时,他们最需要的是把陌生的营销电话柜之门外。”这位商人出身的政治家意愿良好,却忘记向一个权威人士征询意见。他就是菲利普·科特勒——现代营销学之父。这位现代商业营销理念的开拓者说:“我发现了一个有趣的现象,那就是有一些广受欢迎的企业都是通过电话或互联网来做生意的……,而顾客都反映说二者的服务方式都很出色”。 究竟是谁说错了话?1000万注册用户在以行动声援FTC的这个具有开创意义的项目,而电话营销团体对注册登记活动的起诉则是在为已经势微的电话营销捍卫生存的空间。电话营销所开创的这个低成本、直接的互动营销时代真的会就此终结,FTC随后雄心勃勃宣布的“别传我邮件”计划是否会将现代营销业推到边缘? 究竟犯了什么错?直邮、广播电视广告、电话营销、网络营销、短信营销,它们依次登上商业的舞台,推广了新产品,也都在制造信息垃圾,它们都在推动商业营销从粗放走向精准的革新,为什么偏偏是电话和网络营销受到排挤? 面对铺天盖地的广告与宣传,消费者和客户已经开始失去耐心,现代营销实现了低成本,现在亟待提高命中率。真真假假的消费者信息需要辨别,虚虚实实的用户心理有待?
In his opinion, when President Bush endorses the FTC’s Do Not Call Me project, “When people sit down and enjoy their meals, when parents read stories to their children, what they need most is to put strange marketing counters Outside the door, ”the businessman’s well-intentioned politician, forgetting to consult an authoritative source. He is Phillip Kotler, the father of modern marketing. The pioneer of modern business marketing, said: “I found an interesting phenomenon, that is, some popular businesses are by phone or the Internet to do business ... ... and customers are saying that both Service is excellent. ” Whose sentence was wrong? 10 million registered users in action in solidarity with the FTC this groundbreaking project, and telemarketing groups to register for the prosecution of activities is in the already marginal telemarketing to defend the survival of space. This low-cost, direct, interactive marketing era created by telemarketing really ends up. Will FTC’s ambitious “do not pass my email” plan push the modern marketing industry to the brink? What’s wrong? Direct Mail , Radio and television advertising, telemarketing, internet marketing and sms marketing, which in turn boarded the commercial arena, promoted new products, and also made informational rubbish, all of which are driving the commercial marketing from extensive to precise innovation. Why is it so? Telemarketing and Internet marketing squeezed out? Faced with overwhelming advertising and advertising, consumers and customers have begun to lose patience, modern marketing has achieved low costs, and there is an urgent need to increase hits. True or false consumer information needs to be identified, virtual user psychology to be?