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Marketing: how to ensure that a company’s marketing literature is attractive to customers

admin2010-02-11  56
问题 Marketing: how to ensure that a company’s marketing literature is attractive to customers
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答案Suggested answers: a．To ensure that your company’s marketing literature is attractive to customers, you must first go through the following steps before you write your message: First, you need to determine your specific purpose. Is it to persuade prospects to buy your products or your service? Second, you need to analyze your target customers. Make sure what they like and dislike, then make your message cater to their tastes. Third, you need to choose the ideas to include, and then collect all the facts to back up these ideas, and finally, you need to outline and organize your message. You need to make sure the message is helpful to build or maintain the customers’ goodwill. b．To communicate with your customers effectively, you should first go through the following steps before write your message: The first step is to determine your specific purpose, because you must know your purpose. The second step is to analyze your audience—readers or listeners. It is important to adapt your messages as much as possible to the recipients’ views, mental filters, and needs. In all communications consider the areas on which your recipients are likely to be well informed or uninformed; pleased or displeased; positive, negative, or neutral; interested and enthusiastic or uninterested and unreceptive. Then you can move on to the next steps, such as choosing the ideas to include, collecting all the facts and outlining or organizing your message.
解析 mental filter精神滤除。neutral中立的。unreceptive不会接受的，接受能力不强的。
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