ll-5 Setting the Promotion Mix 13-11 Issues for Setting the Promotion Mix Stage in PLC Type of Market Push or Pull Buyer Readiness State 對计至（的贫多大差 15 University of Intemational Business and Economic
国际商学院 市场营销学系 13－11 II-5 Setting the Promotion Mix Issues for Setting the Promotion Mix Stage in PLC Type of Market Push or Pull Buyer Readiness State
ll-7 Promotion Mix Strategies 13-12 Pull Strategy Strategy Push Strategy Calls for Selected Calls for Using Spending A Lot Depends on: the Salesforce on Advertising Type of and Trade and Consumer Product- Promotion to Promotion to Market Push the Build Up (Pull) Product Through Consumer Product the Channels. Demand. Life-Cycle Stage nd地 對计至（竹置多大学 15 University of Intemational Business and Economics
国际商学院 市场营销学系 13－12 Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up (Pull) Consumer Demand. Strategy Selected Depends on: Type of ProductMarket & Product Life-Cycle Stage Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels. II-7 Promotion Mix Strategies
Push vs.Pull Strategies Marketing Activities Demand Manufacture Intermediaries Consumers Demand Push Strategy Marketing Activities Demand Demand Manufacture Intermediaries Consumers 對计至（竹置多大学 Pull Strategy University of Intemational Business and Economics
国际商学院 市场营销学系 13－13 Manufacture Consumers Consumers Intermediaries Intermediaries Manufacture Marketing Activities Demand Demand Demand Push Strategy Pull Strategy Marketing Activities Demand Push vs. Pull Strategies
ll-8 Buyer Readiness States 13-14 Awareness Knowledge Liking Preference Conviction Purchase 對计至（的宜多大差 University of Intemational Business and Economic
国际商学院 市场营销学系 13－14 Awareness Knowledge Liking II-8 Buyer Readiness States Preference Conviction Purchase
Il-9 Marketing Communication Media 13-15 > Mass media Targeted media In-store media One-to-one media :對至（竹宜多大差 15 University of Intemational Business and Economic
国际商学院 市场营销学系 13－15 II-9 Marketing Communication Media Mass media Targeted media In-store media One-to-one media