Chanrs@ms68.hinet.

net
0955-268997
http://mypaper.pchome.com.tw/chanrs

MTP

2001.07-
2001.08-
2002.08-
2003.02-
2007.11-
2008.06-EAPs
2008.11-
2009.09-MBA
2010.01-
2010.07-TTQS
2011.10-
2011.12-EMBA/ EMBA
2012.06--

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
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(promotion)

(inform)
(persuade) (remind)

(advertising)
(direct marketing)
(middleman support)
(personal selling)
(sales promotion)
(public relations)/ (publicity)
(point-of sale materials)


(multicountry communication
process) ()
()
()
()

()

()

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(consumer
product)

(1)
(2) (3)
(4)

11


(public)

(stakeholders)

12

13

14

Bruno Magli

(O. J. Simpson)

()

(Heavens Gate)

IBM

1996IBM5
Gary Haparov

15


(PR professionals)

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()

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21

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(
)

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(coupons)

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(refunds) (rebates)
(bonus packs)

25


(premium)

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(contests)
(sweepstakes)

27


(trading stamps)

28


(Point-of-Purchase
promotion, P-O-P)

29


(trade shows)

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32


direct marketing

1/3
2/3

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34


(sponsorship)

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(1) (paid form of communication)

(2) (identifiable sponsor)

(3) (persuade or influence)

(4) (mass media)

(5)
(6) (nonpersonal)

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(global advertising)
(appeal)
(artwork) (copy)

(psychological value)

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(extension strategy)

(standardization of global
strategy)
(adaptation strategy)

(nonstandardization of global strategy)

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(national responsiveness)
(area coverage)
(buyer recognition)

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41

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(media availability)
(credibility of advertising)
(media habit)
(reach and frequency)
(scheduling of international advertising)

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