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- W615849714 abstract "A company might offer the best product with best price on the market, but the marketing plan would not be reached unless you have a great marketing communication strategy with your target consumers and other important audience. Promotion as the key of marketing mix plays a core role in consumers’ decision as well as the success of the market. In order to use marketing promotional tools strategically, companies should learn about the consumers purchase behavior as well as the process of consumers to have a purchase decision. purpose of this thesis is to give some implication from the perspective of how to mix the marketing promotional tools in an appropriate way for those who want to entry Chinese clothing market. This study is built on a modified model by Charles's (2012) The goals of promotional mix in AIDA.We use the method of case study to conduct this investigation, and the data of two companies which in clothing industry (Company M and Company Y) are collected through the semi-structured interview. data of consumer behavior is collected by the questionnaire sent to our friends to fill. Some findings are obtained: Chinese company use different promotional tools mix to meet Chinese consumers' buying behavior over time. influence of promotional tools on Chinese buying process may have some difference to western people." @default.
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- W615849714 date "2012-01-01" @default.
- W615849714 modified "2023-09-27" @default.
- W615849714 title "Chinese Buying Process and the Influence of Different Marketing Promotional Tools : Marketing Promotional Tools in an Evolving Context" @default.
- W615849714 hasPublicationYear "2012" @default.
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