Chpt 9 and Chpt 10 Product Chpt 11

Chpt 9 and Chpt 10 Product Chpt 11

Chpt 9 and Chpt 10 Product Chpt 11 Place Promotion Chpt 13, Basic Promotion Intergrated Marketing Communications Chpt 14, Personal Selling Chpt 15, Advertising & Sales Promotion Chpt 16, Price Slide 2 Promotion

Promotion Personal Selling Mass Selling Advertising Publicity Sales Promotion Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca Slide 3 Promotion Promotion communication of information

influence the buyer 3 methods Personal Selling Mass Selling Sales Promotion Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca Slide 4 Promotion Personal Selling direct communication between seller and buyer face2face contact Usually used to sell industrial goods and services Also used to sell some expensive

consumer items, eg. Cars, computer systems Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca Slide 5 Promotion Mass Selling communicating with large numbers of potential customers non-personal selling used when the target market is large and dispersed Advertising is a form of Mass Selling Chpt 13 in the Marketing 106 course

Copyright, Professor W.T.G. Richardson, Seneca Promotion Slide 6 Advertising the main form of mass selling any paid form of nonpersonal communication eg. Techniques include billboard ads and TV commercials Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca Promotion

Slide 7 Publicity The generation of awareness about a product beyond regular advertising methods. Usually less costly than advertising because sometimes the message is spread for free by a newspaper article or TV story. Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca Slide 8 Promotion Publicity Examples of Publicity famous person photographed using your

product your product mentioned in National News in a positive way your product featured in a movie TV commentary about aspects of your product trade magazines carrying a story eg. Road and Track doing a feature on the new Landrover Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca Promotion Slide 9 Publicity Publicity can be negative eg. If a famous movie star gets electrocuted using your product, this can cause people to NOT want to buy it this would be a major problems

eg. If your product is sabotaged - this could include tampering with medical products ie. Tylenol eg. If there are negative rumours about the ingredients in your product eg. If there are negative ingredients about the moral aspects of your company Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca Slide 10 Promotion Promotion People Sales Managers Advertising Managers Sales Promotion Managers Chpt 13 in the Marketing 106 course

Copyright, Professor W.T.G. Richardson, Seneca Slide 11 Promotion Promotion People Sales Managers Are concerned with managing personal selling In small companies this person also does the advertising and sales promotion Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca Slide 12

Promotion Promotion People Advertising Managers They manage the mass selling activities They chose the company to make the commercials Pick the billboard signs etc. If the company is big enough they hire an outside agency They may also do publicity as well Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca Slide 13 Promotion Promotion People

Sales Promotion Managers They manage the Sales Promotion activities They decide about in-store coupons, prizes, contests etc. They spend a lot of time visiting the retail outlets where the product is sold Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca Slide 14 Promotion People in Sales Promotion Sales Promotion Managers - they deal with Point-of-purchase advertising specialty advertising

samples coupons premiums loyalty points / air miles rebates contests Page 455 Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca Slide 15 Promotion Sales Promotion includes: Point-of-purchase advertising

specialty advertising samples coupons premiums loyalty points / air miles

rebates contests Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca Promotion Chpt 13 in the Marketing 106 course Slide 16 Copyright, Professor W.T.G. Richardson, Seneca

Promotion Slide 17 Relationship between Advertising and the Product Life Cycle Not mentioned in your textbook Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca Slide 18 Promotion Informing people have to know about it, in order to buy it Advertising that seeks to develop demand through presenting factual information on the attributes of a

product or service. Tends to be used in promoting NEW products. Use in the Introductory Stage of PLC Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Page 458 459 Seneca Richardson, Slide 19 Promotion Persuading when competition offers similar product, you have to persuade them to try yours Advertising that emphasizes using words and/or images to try to create an image for a product and to influence

attitudes about it. Used by Coke and Pepsi re: lifestyle ads. Used after the Introductory Stage of the PLC Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Page 458 459 Seneca Richardson, Promotion Slide 20 Reminding when new competition comes along, you have to remind customers of your greater experience, advantages etc.

Advertising whose goal is to reinforce previous promotional activity by keeping the products or services name in front of the public. Used in the Maturity Period and the Decline Stage of the PLC. Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca Promotion Chpt 13 in the Marketing 106 course Slide 21 Copyright, Professor W.T.G. Richardson, Seneca Slide 22

Promotion Pushing through the promotion channel Producer customer personal selling 2 wholesaler retailer Promotion techniques used run ads in trade magazines to make wholesalers aware of the product provide incentives to retailers to carry the item free case of drinks with each 2 cases it buys page 466

run contests for salespeople to win prizes for selling the product Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca Slide 23 Promotion Pulling through the promotion channel Producer customer personal selling 2 wholesaler retailer Promotion techniques used run TV commercials so customers directly learn about the

product - then they go to the store and ask for it, or call around to find out where it is sold give free samples to potential customers Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca Slide 24 Promotion Pulling through the promotion channel Producer customer personal selling 2 wholesaler retailer

Sometimes you do pulling when the Middlemen cannot be pushed, that is they already have a competitors product, so the way to get Middlemen to WANT to carry the product, is to have customers ask for it. Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca Slide 25 Promotion Potential Mail Recipients Once your name is on a list for a newspaper subscription, your name and address can be sold to another company who will mail you information to try and convince you to buy their product. Buying and selling lists (databases) of such

names is big business. Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca Slide 26 Promotion Comparison of Direct Marketing and General Advertising Direct Marketing General Advertising Selling to individuals. Customers are often identifiable by name, address, and purchase behaviour. Mass selling. Buyers identified as broad groups sharing common demographic and

psychographic characteristics. Products have added value or service. Distribution is important product benefit. Product benefits do not always include convenient distribution channels. The medium is the marketplace. Retail outlet is the marketplace. Marketer controls product until delivery. Marketer may lose control as product enters distribution channel. Advertising used to motivate an immediate order or inquiry.

Advertising used for cumulative effect over time to build image, awareness, loyalty, benefit recall. Purchase action deferred. Repetition used within ad. Repetition used over time. Consumers feel high perceived risk product brought unseen. Recourse is distant. Consumers feel less risk have direct contact with the product and direct recourse. Not in your text Chpt 13 in the Marketing 106 course

Copyright, Professor W.T.G. Richardson, Seneca Slide 27 Promotion Adoption Process Innovators Early Adopters - sales people concentrate their efforts here Early majority Late majority Laggards, or nonadopters Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca Slide 28

Promotion Setting the promotion budget Most common method is based on using past percentages - that is to say,,,, If you sold $ 1,000,000 and you spent 20% on advertising, which = $200,000 then, if you spend $400,000 you should sell $2 million! Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca Slide 29 Promotion

Setting the promotion budget Other methods - used in real world Matching what competition spends Based on what is required to get number of customers that will meet corporate objectives - called the Task Method - sometimes stated as a % of sales Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca

Recently Viewed Presentations

  • Chapter 12 - Protozoans

    Chapter 12 - Protozoans

    Chapter 20 - Protists Characteristics: Eukaryotic Unicellular - may be colonial or filamentous (Spirogyra and Volvox) Animal-like, Plant-like, or Fungus-like characteristics ENDOSYMBIOTIC THEORY Animal-like Protists "First animals" Classification is based on method of mobility Four Phyla: *** Protozoa *** Ciliophora...
  • Why introduce Subject-Based Banding? To recognise the different

    Why introduce Subject-Based Banding? To recognise the different

    Progression to secondary level depends on your child's PSLE score. The different expectations of standard and foundation subjects will be taken into account when your child's PSLE score is calculated. Previously, pupils from EM3 stream would mostly enter the Normal...
  • Cathode Ray Oscilloscope

    Cathode Ray Oscilloscope

    CATHODE RAY OSCILLOSCOPE Functional Units a) Electron Gun b) Evacuated Tube c) Deflecting System d) Time Base e) Trigger Circuit Electron Gun a) Heating Filament b) Cathode c) Grid d) Electron lens Evacuated Tube Vacuum space Screen Graphite inner wall...
  • inf3190 våren 2016

    inf3190 våren 2016

    Samt: - Litt Uninett, Nordunet og NIX Et par andre trender Alt blir virtuelt Python, Ansibel, Restful API Telemetri - Høyere oppløsning og bedre data fra nettbokser White-box og standard komponenter Optisk logikk i rutere og svitsjer med åpen APIer...
  • Presentation title goes here - Science and Technology ...

    Presentation title goes here - Science and Technology ...

    Department of Fundamental Physics, University of Salamanca Begoña Quintana [email protected] Sweden: ... Annual report to ACC of status of experiment (report at annual meeting) Publication information to the ACC. Brief report on experiments, send in or keep up to date....
  • S1 Literacy: Building the Basics S1 Literacy: Building

    S1 Literacy: Building the Basics S1 Literacy: Building

    The adjective also adds tension to the sentence. The word 'raging' makes the river sound fast flowing and dangerous. This makes the sentence more exciting for the reader. Spot the Adjective Underline, circle or highlight the adjectives in the following...
  • ENMAT101A Engineering Materials and Processes Associate Degree of

    ENMAT101A Engineering Materials and Processes Associate Degree of

    Eutectics (Higgins . 8.2) EMMAT101A Engineering Materials and Processes. If a molten alloy of this composition is allowed to cool, it will remain completely liquid until the temperature falls to 140°C, when it will solidify by forming alternating thin layers...
  • Helping Customers Succeed with Azure Storage Building your ...

    Helping Customers Succeed with Azure Storage Building your ...

    This means we need to focus on the Media Asset Management use cases with key vendors like Avid & OpenText and upcoming players like Vidispine & Imagen. For Post Production we signed marquee partnerships with Avid & Adobe. For online...