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(over positioning) :

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4.

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5.

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Interest
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Action

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8.

1.
2.
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1.
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1.
2.
3.

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(nonpublic) :
(customized) :

(up-to-date) :

(interactive) :

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(high credibility) :

(ability to catch buyer off guard) :

(dramatization) :

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(INTEGRATED MARKETING COMMUNICATION:IMC)

9.

8.

1.

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2.

3.

4.

5.

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(a)

(b)

1...

2.

3.7PIS

4.CS

1.

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()

2.
?

2.Target

1. (product)
2.(place)
3.(pricing)
4.
(promotion)
5.
(personal
sales)
6.
(process
management)
7.
(physical
environment)
8.(service)

3.
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3.Positioning(
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1. 2. 3. 4.


1.
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