市場營銷外文翻譯--價值營銷模式

1、<p>　　畢業(yè)論文（設(shè)計）外文翻譯</p><p>　　題　　目： Value-Marketing Model </p><p><b>　　一、外文原文</b></p><p>　　Value-Marketing Model</p><p>　　Marketing is a

2、n instructive business domain that serves to inform and educate target markets about the value and competitive advantage of a company and its products.Within the larger scope of its de?nition, marketing is performed thro

3、ugh the actions of three coordinated disciplines named: product marketing, corporate marketing,and marketing communications.</p><p>　　The goal of the product marketing discipline is to generate product aware

4、ness,differentiation, and demand. Each of them emphasizes one of the various aspects of the product: price, features, or value. The price emphasis method is called price competition. The features emphasis method is calle

5、d comparative marketing. The value emphasis method is called value marketing.</p><p>　　This chapter describes the underlying concepts of the value marketing method and how to perform value marketing. Blackbl

6、ot introduces the “Blackblot Value-Marketing Model”, a collective name for several work models and their supporting de?nitions. </p><p>　　Value Concept</p><p>　　From a marketing perspective, “Va

7、lue” is de?ned as the worth derived by the customer from owning and using the product. Attribution of value to a product is the outcome of a dynamic human reasoning process which infers from subjective interpretation the

8、 gap between the customer’s perception of the product’s quality, and the expenses incurred by the customer from buying and using the product.</p><p>　　Several different formulas were introduced over the year

9、s in an effort to explain and represent value. Some formulas are rudimentary and simple, and some are complex and may include cultural, emotional, social, mental and psychological coef?cients to indicate the highly perce

10、ptive nature of value. In all cases, the value formulas are intuitive and/or mathematical expressions, and are sometimes errone ously called cost/bene?t ratio, which is actually a ?nancial term (?nancial return for each

11、doll</p><p>　　The most basic value formula is Value = Bene?ts - Costs[customer], where“Bene?ts” are product features that are desirable to the customer, and “Costs[customer]” are the aggregate expenses incur

12、red by the customer from buying and using the product (essentially “Total Cost of Ownership” or TCO). (Note: “Costs[customer]” are different than “Costs[manufacturer]”, which are the aggregate expenses incurred by the ma

13、nufacturer in the process of manufacturing, selling, and supporting the product.)</p><p>　　In a sales-driven company, the sales people wish to increase the product’s value by lowering the price of the produc

14、t,which is part of the costs[customer]. In a technology-driven company, the engineers wish to increase the product’s value by in?ating the product’s feature set (bene?ts). In a market-driven company, the product’s value

15、is proactively determined by the product planner according to market needs.</p><p>　　Depending on how the value formula is applied, the outcome of the application can be either “Perceived Value”, which is an

16、 unsubstantiated estimation of worth that the customer obtains or could potentially obtain from owning and using the product, or “Actual Value”, which is the measured and validated worth that the customer or similar cust

17、omers factually obtain from owning and using the product.</p><p>　　Value Concept Application</p><p>　　In most cases it is dif?cult for customers to calculate a monetary or non-monetary value amo

18、unt. Customers will often rely on their intuition in an attempt to under- stand and realize the level of value the product holds for them.</p><p>　　Customers therefore ?rst intuitively attribute a level of v

19、alue to a product, relative to the degree in which the product solves the customers’ market problem. The customers try to determine the degree of the product’s “Resultant Value Proposition”. This proposition re?ects the

20、product’s main and relevant bene?t, to the customer and is what primarily is needed of the product.</p><p>　　Common business oriented resultant value propositions, which are based on the bene?ts derived from

21、 features include: cost savings, improved usability, stream-lined business processes, ability to perform entirely new tasks, automation of previously manual tasks, improved productivity, reduced rework, or conformance to

22、 standards or regulations. Companies try to communicate the resultant value proposition to the customers and demonstrate that their products hold “Actual Resultant Value”.</p><p>　　Creating Superior Perceive

23、d Value</p><p>　　The goal of the product marketing discipline is to generate product awareness, differentiation, and demand. The value emphasis method (value marketing) supports achieving that goal by creati

24、ng superior perceived value, since superior perceived value is a major determining factor in the customer’s buying decision. The following is a top-down explanation of the logics and process of creating superior perceive

25、d value.</p><p>　　Every method in product marketing is guided by strategies, which are documented in different plans within the marketing domain (see the “Blackblot Concept of Marketing” chapter). In the gen

26、eric business sense, “Strategy” is the coordinated set of long-term decisions that help achieve corporate objectives. Every strategy has two goals:</p><p>　　1. Provide more value than the competition.</p&

27、gt;<p>　　2. Help build a sustainable competitive advantage.</p><p>　　While value is a relatively complex concept, competitive advantage is a rather simple idea. “Competitive Advantage” is a depiction

28、that the company or its products are each doing something better than their competition in a way that could bene?t the customer.</p><p>　　Relative to value marketing, the most important plan which guides the

29、 course of marketing activities to follow is the market plan. “Market Plan” is a description of the long-term goals and messages delivered to the target market relative to a particular company or product. The market plan

30、 documents the market strategy, but when prepared in support of the product marketing discipline it also documents certain elements of the product strategy, which pertain to building a product competitive advant</p>

31、;<p>　　“Quality” is the market’s perception of the degree at which the company or product can consistently meet or exceed customers’ expectations. “Customers’ Expectations” are the hopes for deriving bene?ts from

32、the product and establishing a rewarding relationship with the vendor. Competitive advantage is based on quality, and so it can be deduced that an overall competitive advantage the market perceives will hinge upon both c

33、orporate quality and product quality. Accordingly, the (overall) competiti</p><p>　　Competitive Advantage = Corporate Quality + Product Quality</p><p>　　If the product holds positive value (perc

34、eived or actual) and the company has an overall competitive advantage, then the market could perceive that the value provided by the company and its product is more than the value provided by the competitors. This state

35、is called superior perceived value and it can be presented as an intuitive formula:</p><p>　　Superior Perceived Value = Competitive Advantage + Value</p><p>　　Superior perceived value is the con

36、dition which value marketing strives to achieve. This condition is attained by distilling information and data about the overall competitive advantage and product value in to messages that are communicated to the target

37、market. The messages attempt to in?uence customers to form an opinion that the product gives a net value more positive than its alternatives. Superior perceived value is thus achieved once that opinion is formed. Table 1

38、 summarizes the de?nition</p><p>　　Table 1 Blackblot Value-Marketing Model – Creating Superior Perceived Value</p><p>　　Strategy Coordinated set of long-term decisions that h

39、elp achieve corporate objectives. Every strategy has two goals:</p><p>　　1. Provide more value than the competition</p><p>　　2. Help build a sustainable competitive advantage</p><p>

40、;　　Competitive advantage Depiction that the company or its products are each doing something better than their competition in a way that could bene?t the customer</p><p>　　Market plan

41、 Description of the long-term goals and messages delivered to the target market relative to a particular company or product</p><p>　　Market strategy Decisions that de?ne target markets, set

42、 marketing objectives, and outline how to build a corporate competitive advantage</p><p>　　Product strategy Decisions that build and enhance products to ?t market needs and outline how to build

43、 a product competitive advantage</p><p>　　Quality Market’sperception of the degree at which the company or product consistently meet or exceed customers’ expectations</p><p>　

44、　Customers’ expectations Hopes for deriving bene?ts from the product and establishing arewarding relationship with the vendor</p><p>　　Competitive advantage Competitive Advantage + Corporate

45、 Quality + </p><p>　　Formula Product Quality</p><p>　　Superior perceived Superior Perceived Value = Competitive </p><p>　　value formula A

46、dvantage + Value</p><p>　　Product Marketing Messages</p><p>　　Product marketing is aimed at generating product awareness, differentiation and demand for a particular product.</p><p>

47、;　　Creating differentiation is accomplished via the communication of positioning messages which attempt to affect the customer’s perception of a product or service as compared to its competition. “Positioning” is the cus

48、tomer’s unique psychological placement of the relative qualities of a product or company with respect to its competitors.</p><p>　　Stimulating demand is in?uenced via the communication of value messages that

49、 convey to the customer the product’s value propositions – the worth derived from owning and using the product. Establishing product awareness is a by-product of issuing the positioning messages and the value messages.&l

50、t;/p><p>　　PMTK Market Messaging Model</p><p>　　The “PMTK Market Messaging Model” is a collective name for three sub-model components:</p><p>　　1. PMTK Product Positioning Messages Mod

51、el.</p><p>　　2. PMTK Product Value Messages Model.</p><p>　　3. PMTK Marketing Messages Model and Plan.</p><p>　　The product positioning messages must re?ect a product feature or cap

52、ability and the derived bene?t to the customer, relative to the market problem. Building product positioning messages is done by ?rst establishing a product positioning statement，de?ning three to four key marketing messa

53、ges that reinforce the product positioning statement, and providing two to three data points that validate each key marketing message. Each data point must be based on measurable, objective, factual, provable in</p>

54、;<p>　　FIG1.Product Positioning Messages Model</p><p>　　The product value messages must re?ect a perceived monetary or material or psycho-social worth that the customers shall gain from owning and usi

55、ng the product. Building product value messages is done by ?rst establishing the product’s six value and quality factors, de?ning three to four key marketing messages that convey the product’s value and quality factors,

56、and providing two to three data points that validate each key marketing message. The diagram in Fig.2 schematically presents the product</p><p>　　FIG2. Product Value Messages Model</p><p>　　PMTK

57、 Marketing Messages Model and Plan</p><p>　　The PMTK marketing messages model and plan provide guidance for the manner of which the marketing messages will be introduced to the target market. Table 2 describ

58、es the elements of the PMTK marketing messages model.</p><p>　　Table 2.Blackblot Value-Marketing Model – PMTK Marketing Messages Model</p><p>　　Messages Ideas to be communicated</p>

59、<p>　　Media Selection of media vehicles that will be employed to communicate the messages,including: public relations, advertising, sales, electronic marketing, direct marketing, telemarketing, (key selectio

60、n factors: reach, frequency, and impact)</p><p>　　Schedule The marketing messages frequency of appearance along a timeline. Common schedules include: continuous (ongoing and uninterrupted marketing mes

61、sages exposures), intervals (periods of marketing messages exposures that are regularly interspaced), and blink (very brief marketing messages exposuresthat are irregularly interspaced)</p><p>　　Sequencing

62、 Order and pattern of presenting the marketing messages </p><p>　　Proof support Rotation of data point inclusion</p><p>　　Once determined, the elements of PMTK marketing messages model form

63、a plan that guides the marketing activities. Table3 presents an example of a PMTK marketing messages plan.</p><p>　　Table 3 Blackblot Value-Marketing Model – PMTK Marketing Messages Plan </p><p>

64、;　　Messages Message_A, Message_B, Message_C</p><p>　　Media Print advertising and telemarketing</p><p>　　Schedule Continuous/60days, intervals (on/12day-off

65、/7days)</p><p>　　Sequencing Order (Message_C, Message_A, Message_B)</p><p>　　Pattern (2* Message_C, 1* Message_A, 3* Message_B)</p><p>　　Proof support Rotate data

66、 point every third exposure</p><p>　　The PMTK marketing messages plan is the last step in implementing the value marketing method. It contains all the high-level content that is necessary to perform any type

67、 of promotional activities on behalf of the product.</p><p>　　The marketing messages plan is provided to all relevant internal departments and external partners who will operationally communicate the marketi

68、ng messages to the target market. These partners speci?cally include: marketing communications, corporate marketing, analyst relations, investor relations, public relations and advertising ?rms.</p><p>　　The

69、 messages in the PMTK marketing messages plan will be “wrapped” and embedded into media vehicles, such as advertisements. The messages will also be conceptually re?ected in all possible visual and written elements of the

70、 product such as: packaging, logo, tagline, user manual, and tutorials.</p><p><b>　　二、翻譯文章</b></p><p><b>　　價值營銷模式</b></p><p>　　市場營銷是一個意在告知目標(biāo)顧客這個公司及其產(chǎn)品的價值以及競爭

71、優(yōu)勢的商業(yè)活動。廣義來說，營銷是通過三方面相互協(xié)調(diào)來表現(xiàn)的：產(chǎn)品營銷，企業(yè)營銷和營銷傳播。</p><p>　　產(chǎn)品營銷的目標(biāo)是提高產(chǎn)品知名度、產(chǎn)品差異化和滿足顧客需求。這三個目標(biāo)分別強(qiáng)調(diào)產(chǎn)品的價值、價格及功能中的其中一個方面。價格強(qiáng)調(diào)法主要側(cè)重于價格競爭，功能強(qiáng)調(diào)法被叫做比較營銷，價值強(qiáng)調(diào)法被叫做價值營銷。</p><p>　　本章主要介紹了價值營銷的基本概念以及怎樣執(zhí)行價值營銷。Bla

72、ckblot介紹了Blackblot價值營銷模式：幾種工作模式和其相關(guān)配套定義的總稱。</p><p><b>　　一、價值定義</b></p><p>　　從營銷角度，“價值”是指擁有和使用的該產(chǎn)品為顧客帶來的益處。價值附屬于產(chǎn)品，這是人類推理出來的動態(tài)結(jié)果，是人類從主觀角度推斷來解釋顧客對產(chǎn)品質(zhì)量的感知與在購買、使用時發(fā)生的費用的差距。</p>&l

73、t;p>　　很早以前就有推出幾種不同的公式用于解釋和表達(dá)價值。一些公式比較簡單、基礎(chǔ)，一些卻比較復(fù)雜，包括用于表示價值高度敏感本質(zhì)的文化、情感、社會、精神和心理系數(shù)。在所有情況下，價值公式是直覺或/和數(shù)學(xué)表達(dá)式，有時候還錯誤地被稱為是成本與效益之比（實際上是一個金融術(shù)語，每一美元投資的資金返回率）。</p><p>　　最基本的價值公式：價值=收益-成本（顧客）。收益是合顧客心意的功能。成本（顧客）是指顧客

74、購買和使用該產(chǎn)品所支付的總費用（實質(zhì)上擁有總成本）。（成本[顧客]與成本[生產(chǎn)企業(yè)]不同，后者是指生產(chǎn)商在產(chǎn)品的制造、銷售和配套過程中發(fā)生的總開支。）</p><p>　　在銷售驅(qū)使的公司，銷售人員希望增加產(chǎn)品的價值卻降低產(chǎn)品的價格，這就是成本[顧客]。在技術(shù)驅(qū)使的公司，工程師希望通過夸大產(chǎn)品的功能集（即利益）來增加產(chǎn)品的功能。在一個市場驅(qū)使的公司，產(chǎn)品的價值取決于以市場需求為依據(jù)的產(chǎn)品策劃者。</p>

75、;<p>　　根據(jù)價值公式的應(yīng)用方式，應(yīng)用結(jié)果可以是“認(rèn)知價值”或者是“實際價值”。認(rèn)知價值是未經(jīng)證實的，是指顧客因擁有和使用該產(chǎn)品而獲得的或者可能獲得的估計價值?！皩嶋H價值”是經(jīng)測量和證實的，是指顧客擁有和使用該產(chǎn)品確實可以得到的價值。</p><p><b>　　二、價值概念應(yīng)用</b></p><p>　　在大多數(shù)情況下，顧客很難計算出貨幣或者非貨

76、幣金額。顧客經(jīng)常依賴于直覺去理解和意識產(chǎn)品的價值水平。</p><p>　　顧客因此用第一直覺來感知該產(chǎn)品在多大程度上解決自身問題，并將產(chǎn)品歸類于某一價值水平，然后顧客以此去決定該產(chǎn)品的“最終價值主張”等級。這種主張反映了產(chǎn)品的主要和相關(guān)優(yōu)點，對于顧客來說，這也是產(chǎn)品所必須具有的。</p><p>　　面向商業(yè)化通用的最終價值主張是以功能效用為基礎(chǔ)的，比如節(jié)約成本，提高可用性，簡化業(yè)務(wù)流程

77、，人工作業(yè)自動化，提高生產(chǎn)率等。公司必須將最終價值主張傳遞給顧客并證明他們的產(chǎn)品具有“實際最終價值”。</p><p>　　三、創(chuàng)造卓越認(rèn)知價值</p><p>　　產(chǎn)品營銷意在提高產(chǎn)品知名度、產(chǎn)品差異化和滿足顧客需求。價值強(qiáng)調(diào)法（價值營銷）符合實現(xiàn)創(chuàng)造卓越認(rèn)知價值的目標(biāo)，卓越認(rèn)知價值是顧客做出購買決策的決定性因素。接下來是一個自上而下的創(chuàng)造優(yōu)卓越認(rèn)知價值的邏輯性解釋和進(jìn)程。</p&

78、gt;<p>　　每一個產(chǎn)品的營銷都有戰(zhàn)略來指導(dǎo)。在一般的商業(yè)意識中，“戰(zhàn)略”是幫助實現(xiàn)公司長期任務(wù)的協(xié)調(diào)方案。每個戰(zhàn)略都有兩個目標(biāo)：比競爭者提供更多的價值；幫助公司建立一個可持續(xù)競爭優(yōu)勢。</p><p>　　價值是一個相對復(fù)雜的概念，而競爭優(yōu)勢是一個比較簡單的想法。競爭優(yōu)勢是指該公司或者產(chǎn)品在某些方面要好于競爭者，能更有利于顧客。</p><p>　　“市場計劃”是對一個

79、特定的公司或產(chǎn)品的目標(biāo)市場信息傳遞和長期目標(biāo)的描述?！笆袌鰬?zhàn)略”決定目標(biāo)市場，設(shè)立營銷任務(wù)和概述如何建立企業(yè)競爭優(yōu)勢?！爱a(chǎn)品戰(zhàn)略”建立并加強(qiáng)產(chǎn)品符合市場的需求度，概述如何建立產(chǎn)品競爭優(yōu)勢。根據(jù)市場和產(chǎn)品戰(zhàn)略的目標(biāo)，市場計劃概述了產(chǎn)品的價值和競爭優(yōu)勢的營銷信息。建立企業(yè)競爭優(yōu)勢在于提高產(chǎn)品或者公司的質(zhì)量。</p><p>　　“質(zhì)量”是產(chǎn)品能符合消費者期望的市場認(rèn)知程度。“顧客期望”是顧客從產(chǎn)品取得的益處并與供應(yīng)商

80、之間建立回報關(guān)系的期望。競爭優(yōu)勢基于質(zhì)量，因此可以推斷市場的整體競爭優(yōu)勢取決于雙方企業(yè)和產(chǎn)品的質(zhì)量。因此競爭優(yōu)勢的公式用質(zhì)量的總值可表示為：</p><p>　　競爭優(yōu)勢=企業(yè)質(zhì)量+產(chǎn)品質(zhì)量</p><p>　　如果產(chǎn)品擁有正值（潛在或?qū)嶋H的），公司擁有整體的競爭優(yōu)勢，那么市場就可以察覺到由該公司提供的價值，其產(chǎn)品的價值比競爭對手提供的更好，這種被稱為卓越的認(rèn)知價值，它可以由一個直觀的公式

81、來表示：</p><p>　　卓越認(rèn)知價值=競爭優(yōu)勢+價值</p><p>　　卓越認(rèn)知價值是價值營銷努力去實現(xiàn)的目標(biāo)狀態(tài)。這種情況是以提取整體競爭優(yōu)勢和產(chǎn)品價值的信息和數(shù)據(jù)的方式傳達(dá)給消費者的。這些信息試圖影響消費者去形成一種觀點：這個產(chǎn)品比其他替代者有更高的價值。卓越認(rèn)知價值就是由這種觀點的形成而實現(xiàn)的。表1總結(jié)了相關(guān)的邏輯定義和創(chuàng)造卓越認(rèn)知價值的過程。</p><

82、p>　　表1 價值營銷模型----創(chuàng)造卓越認(rèn)知價值</p><p>　　戰(zhàn)略 是幫助實現(xiàn)公司長期任務(wù)的協(xié)調(diào)方案。每個戰(zhàn)略都有兩個目標(biāo)：比競爭者提供更多的價值，幫助建立一個可持續(xù)競爭優(yōu)勢。</p><p>　　競爭優(yōu)勢 該公司或者產(chǎn)品在某些方面比競爭者能更有利于顧客</p><p>　　

83、市場計劃 某個特定公司或產(chǎn)品的目標(biāo)市場信息傳遞和長期目標(biāo)</p><p>　　市場戰(zhàn)略 決定目標(biāo)市場，設(shè)立營銷任務(wù)和概述如何建立企業(yè)競爭優(yōu)勢。</p><p>　　產(chǎn)品戰(zhàn)略 建立并加強(qiáng)產(chǎn)品符合市場的需求度，概述如何建立產(chǎn)品競爭優(yōu)勢</p><p>　　質(zhì)量

84、 公司或產(chǎn)品能符合消費者期望的市場認(rèn)知程度</p><p>　　顧客期望 從產(chǎn)品取得的益處和建立與供應(yīng)商之間回報關(guān)系的期望</p><p>　　競爭優(yōu)勢公式 企業(yè)質(zhì)量+產(chǎn)品質(zhì)量</p><p>　　卓越認(rèn)知價值公式 競爭優(yōu)勢+價值</p><

85、;p><b>　　四、產(chǎn)品營銷信息</b></p><p>　　產(chǎn)品營銷意在提高產(chǎn)品知名度、產(chǎn)品差異化和滿足顧客對某一特定產(chǎn)品的需求。創(chuàng)造差異化主要通過信息定位交流來完成的，即是試圖使顧客通過對競爭產(chǎn)品的比較來影響顧客對某一產(chǎn)品或服務(wù)的感知。“定位”是顧客認(rèn)為一個公司或產(chǎn)品與其競爭對手的相對質(zhì)量在其心理的合適的位置。</p><p>　　刺激性需求是通過傳達(dá)給顧

86、客的產(chǎn)品價值主張的交流來影響的，價值來自擁有和使用該產(chǎn)品。建立產(chǎn)品知名度是通過產(chǎn)品定位信息和價值信息來實現(xiàn)的。</p><p>　　五、PMTK市場信息傳遞模型</p><p>　　PMTK市場信息傳遞模型是三個子模型的統(tǒng)稱：</p><p>　　1.產(chǎn)品定位信息模型</p><p>　　2.產(chǎn)品價值信息模型</p><p

87、>　　3.營銷信息模型和計劃</p><p>　　產(chǎn)品定位信息模型必須根據(jù)市場問題來反映產(chǎn)品的功能和給客戶的衍生利益。建立產(chǎn)品定位信息應(yīng)先建立產(chǎn)品定位聲明，定位三到四個關(guān)鍵營銷信息來增強(qiáng)產(chǎn)品定位聲明，提供二到三個數(shù)據(jù)點來證明每個關(guān)鍵的營銷信息。每個數(shù)據(jù)點的基礎(chǔ)必須是可衡量的，客觀的，真實的，可證明的。每個信息都必須由可以被客戶實際證實的數(shù)據(jù)點來支持。圖1示意圖呈現(xiàn)了產(chǎn)品定位信息模型。</p>

88、<p>　　圖1.產(chǎn)品定位信息模型</p><p>　　產(chǎn)品價值信息必須反映成一種可預(yù)見貨幣或物質(zhì)或社會心理價值，使得顧客覺得值得擁有和使用該產(chǎn)品。建立產(chǎn)品價值信息，首先要建立產(chǎn)品的六大價值和質(zhì)量因素。定義三到四個用于傳達(dá)產(chǎn)品價值和質(zhì)量因素的主要營銷信息并且提供二到三個數(shù)據(jù)點來驗證每個營銷信息。如圖2示意圖示意了產(chǎn)品價值信息模型。</p><p>　　圖2.產(chǎn)品價值信息模型<

89、;/p><p>　　六、PMTK營銷信息模型和計劃</p><p>　　PMTK營銷信息模型和計劃為銷售信息如何引入到市場提供了方式上的指導(dǎo)。如表2描述了PMTK營銷信息模型的因素。</p><p>　　表2 Blackblot 價值營銷模型– PMTK 營銷信息模型</p><p>　　信息 想法是用

90、于被溝通的</p><p>　　媒體 選擇用于傳達(dá)信息的媒體載體，信息包括：公共關(guān)系，廣告，銷售，電子營銷，直接營銷，電話營銷。（選擇的關(guān)鍵因素是:f范圍，頻率和影響力）</p><p>　　進(jìn)度表 市場營銷信息的出現(xiàn)在時間點上的頻率：一般進(jìn)度表包括：持續(xù)（持續(xù)和不間斷地市場營銷信息曝光），間隔（營銷信息的

91、曝光期間是定期間隔的），閃爍（非常簡略的營銷信息曝光間隔是不規(guī)律的）</p><p>　　測序 營銷信息的秩序和模型</p><p>　　證據(jù)支持 周期數(shù)據(jù)點納入</p><p>　　一經(jīng)決定，PMKT營銷信息模型的因素就組成引導(dǎo)市場活動的計劃。表3呈現(xiàn)了一個PMKT營銷信息計劃的例子。

92、</p><p>　　表3 Blackblot價值營銷模型– PMTK 營銷信息計劃（例子）</p><p>　　信息 信息1，信息2，信息3</p><p>　　媒體 印刷廣告和電話營銷</p><p>　　進(jìn)度表 持續(xù)時間60天，間隔：

93、持續(xù)12天，關(guān)閉7天</p><p>　　測序 秩序（信息3，信息1，信息2）</p><p>　　模型（2次信息3，1次信息1，3次信息2）</p><p>　　證據(jù)支持 三次曝光形成一個數(shù)據(jù)點周期</p><p>　　這個PMKT營銷信息計劃是實施價值營銷方法的最后一步。它包

94、括了高層次內(nèi)容，是執(zhí)行任何產(chǎn)品宣傳活動的必要代表類型。</p><p>　　營銷信息計劃是用于提供給所有相關(guān)內(nèi)部部門和在業(yè)務(wù)上對目標(biāo)市場進(jìn)行營銷信息溝通的外部部門。這些合作伙伴具體包括：營銷傳播，企業(yè)營銷，分析師關(guān)系，投資者關(guān)系，公共關(guān)系和廣告公司。</p><p>　　這些信息在PMKT營銷信息計劃里被“包裝”和嵌入媒體車輛，如廣告等。它們將以概念的形式出現(xiàn)在所有視線可到之處和該產(chǎn)品的書