Marketing Mgt

1,757 views

Published on

promotion mix

Published in: Business, News & Politics
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,757
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
78
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Marketing Mgt

  1. 1. 08/20/09 Chapter Eleven Reported By: Mina F. Aureus
  2. 2. What is promotion <ul><li>Promotion means a series of actions implemented by a company in order to motivate and cultivate buys’ interests, to intensify their buying desires, to mine potential demands, and to create sales volume, by means of transmitting messages related products and channels to target consumers. </li></ul>Chapter 13 Promotion Mix
  3. 3. <ul><li>Promotion mix </li></ul><ul><li>Promotion mix is the specific mix of advertising , personal selling , sales promotion, public relations, and direct marketing tools a company uses to pursue its advertising and marketing objectives . </li></ul>08/20/09 Chapter 11 Promotion Mix
  4. 4. Promotion Mix Strategies 08/20/09 Strategy that Calls for Spending A Lot on Advertising and Consumer Promotion to Build Up ( Pull ) Consumer Demand. Pull Strategy Strategy that Calls for Using the Salesforce and Trade Promotion to Push the Product Through the Channels. Push Strategy Chapter 11 Promotion Mix Strategy Selected Depends on: Type of Product-Market & Product Life-Cycle Stage
  5. 5. Push Strategy Pull Strategy Promotion Distribution Retail Store Customer Promotion Chapter 13 Promotion Mix
  6. 6. 08/20/09 Factors Influencing the Promotion Mix <ul><li>Promotion budget available </li></ul><ul><li>Stage in the product life cycle </li></ul><ul><li>Nature of market situation </li></ul><ul><li>Target of the promotion </li></ul>Chapter 13 Promotion Mix
  7. 7. Marketing Communication Mix or Promotion Mix 08/20/09 Chapter 11 Promotion Mix Public Relations Sales Promotion Personal Selling Advertising Direct Marketing
  8. 8. <ul><li>What is advertising </li></ul><ul><li>Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. </li></ul>08/20/09 Advertising Chapter 11 Advertising
  9. 9. <ul><li>Mission: What are the ad objectives? </li></ul><ul><li>Money: How much can be spent? </li></ul><ul><li>Message: What message should be sent? </li></ul><ul><li>Media: What media should be used? </li></ul><ul><li>Measurement: How should the result be evaluated? </li></ul><ul><li>Sometimes we call this “five Ms”. </li></ul>08/20/09 Five major decisions in developing an advertising program Chapter 11 Advertising
  10. 10. <ul><li>Product advertising – Attempts to sell a product. </li></ul><ul><li>Institutional (corporate) advertising – Attempts to enhance an organization’s image and reputation. </li></ul><ul><li>Advocacy advertising – Attempts to change public opinion in an area where there is controversy. </li></ul>08/20/09 Some types of advertising: Chapter 11 Advertising
  11. 11. <ul><li>Personal selling = Personal presentation by the firm ’ s sales force for the purpose of making sales and building customer relationships. </li></ul>08/20/09 Personal selling Chapter 11 Personal Selling For example, ads run by the teachers’ union against vouchers or the coal industry ads encouraging the use of coal by power plants. Some claim that this may not be advertising.
  12. 12. <ul><li>More specific communication aimed at one or more persons. </li></ul><ul><li>Effective at building buyers preferences, convictions and actions. </li></ul><ul><li>Cost per person is high, most expensive promotional tool. </li></ul><ul><li>Greater impact on consumers </li></ul><ul><li>Provides immediate feedback </li></ul><ul><li>Allows marketers to adjust message quickly to improve communication. </li></ul><ul><li>Buyer feels a great need to listen and respond. </li></ul><ul><li>Long term commitment is needed to develop a sales force. </li></ul>08/20/09 Chapter 11 Personal Selling
  13. 13. Steps in Personal Selling Prospect/Qualify Preapproach Approach Presentation Objections Close Follow-up
  14. 14. What is Sales Promotion ? 08/20/09 Sales Promotion is a Mass Communication Technique That Offers Short-Term Incentives to Encourage Purchase or Sales of a Product or Service. Offers Reasons to Buy Now . Chapter 11 Sales Promotion
  15. 15. <ul><li>Difference between sales promotion and advertising </li></ul><ul><li>Advertising offers a reason to buy. </li></ul><ul><li>Sales promotion offers an incentive to buy. </li></ul>08/20/09 Sales promotion Chapter 11 Sales Promotion
  16. 16. Sample Coupons Cash Refunds Price Packs Premiums Advertising Specialties Trial amount of a product Savings when purchasing specified products Refund of part of the purchase price Reduced prices marked on the label or package Goods offered free or low cost as an incentive to buy a product Articles imprinted with an advertiser’s name given as gifts Some examples of sales promotions
  17. 17. Some examples of sales promotions Patronage Rewards Point-of-Purchase Contests Sweepstakes Game Cash or other rewards for the use of a certain product Displays and demonstrations that take place at the point of sale Consumers submit an entry to be judged Consumers submit their names for a drawing Presents consumers with something every time they buy
  18. 18. <ul><li>(1)What is public? </li></ul><ul><li>Any group that has an actual or potential interest in or impact on a company ’ s ability to achieve its objectives. </li></ul><ul><li>(2)What is public relation? </li></ul><ul><li>Public relations- building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. </li></ul>08/20/09 Public Relation Chapter 11 Public Relationship
  19. 19. Major Public Relations Tools 08/20/09 News Speeches Special Events Written Materials Audiovisual Materials Corporate Identity Materials Public Service Activities Web Site Chapter 11 Public Relationship
  20. 20. <ul><li>Direct marketing - d irect communications with carefully targeted individual consumers to obtain an immediate response, and cultivate lasting customer relationships. </li></ul>08/20/09 Direct marketing Chapter 11 Direct Marketing Many forms: Telephone marketing, direct mail, online marketing, etc.;
  21. 21. <ul><li>More specific communication aimed at one or more persons. </li></ul><ul><li>Effective at building buyers preferences, convictions and actions. </li></ul><ul><li>Cost per person is high, most expensive promotional tool. </li></ul><ul><li>Greater impact on consumers </li></ul><ul><li>Provides immediate feedback </li></ul><ul><li>Allows marketers to adjust message quickly to improve communication. </li></ul><ul><li>Buyer feels a great need to listen and respond. </li></ul><ul><li>Long term commitment is needed to develop a sales force. </li></ul>08/20/09 Chapter 11 Personal Selling

×