2/17/2013      Strategic Marketing                  Session (13)        Managing the distribution channelMarketing channel...
2/17/2013Typical Marketing Channels forConsumer Products                                      FIGURE 15.2                 ...
2/17/2013Marketing channels   A push strategy involves the manufacturer using its sales force    and trade promotion mone...
2/17/2013     Channel Conflict    Channel conflict is generated when one channel     member’s actions prevents the channe...
2/17/2013     Basic Promotion Methods                                    Target                                    Market ...
2/17/2013    Marketing Communications Mix        Advertising         ◦ Any paid form of nonpersonal presentation         ...
2/17/2013    Marketing Communication Mix       Direct Marketing        ◦ Direct connections with carefully targeted      ...
2/17/2013Integrated Marketing Communication                                  A.U.C - Amira EL-Deeb   15 STRATEGIC MARKETIN...
2/17/2013     Definition of Marketing Evaluation Techniques used after the marketing plan  period to analyze success in ac...
2/17/2013     Marketing Evaluation Techniquesa. Sales analysisb. Market-share analysisc. Marketing cost and profitability ...
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Stmkt auc-class.13-spring.2013

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Stmkt auc-class.13-spring.2013

  1. 1. 2/17/2013 Strategic Marketing Session (13) Managing the distribution channelMarketing channels : The sets of interdependentorganizations involved in the process of making a product or service available for use or consumption. A.U.C - Amira EL-Deeb 2 1
  2. 2. 2/17/2013Typical Marketing Channels forConsumer Products FIGURE 15.2 3 Typical Marketing Channels for Business Products FIGURE 15.3 4 2
  3. 3. 2/17/2013Marketing channels A push strategy involves the manufacturer using its sales force and trade promotion money to induce intermediaries to carry, promote, and sell the product to end user. A pull strategy involves the manufacturer using advertising and promotion to induce consumers to ask intermediaries for the product, thus inducing the intermediaries to order it A.U.C - Amira EL-Deeb 5Channel-design decisions1. Analyzing customers’ desired service2. Establishing objectives and constraints3. Identifying major channel alternatives Exclusive Distributor Selective Distributor Intensive Distributor A.U.C - Amira EL-Deeb 6 3
  4. 4. 2/17/2013 Channel Conflict Channel conflict is generated when one channel member’s actions prevents the channel from achieving its goal. Types of Conflict and Competition1. Vertical channel conflict2. Horizontal channel conflict3. Multi-channel conflict A.U.C - Amira EL-Deeb 7 Strategic Marketing I.M.C Integrated Marketing Communication 4
  5. 5. 2/17/2013 Basic Promotion Methods Target Market Product Place Promotion Price Customized Mass com Com. PersonalDirect Marketing Selling Sales Advertising Promotion Public Relations A.U.C - Amira EL-Deeb 9 Marketing communication mix 1. Advertising 2. Sales promotion 3. Public relations and publicity 4. Direct marketing 5. Personal selling A.U.C - Amira EL-Deeb 10 5
  6. 6. 2/17/2013 Marketing Communications Mix  Advertising ◦ Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.  Sales Promotion ◦ Short-term incentives to encourage the purchase or sale of a product or service.  Ex: Bonus, discount, premium, coupon A.U.C - Amira EL-Deeb 11 Marketing Communications Mix 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. Personal Selling ◦ Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships. A.U.C - Amira EL-Deeb 12 6
  7. 7. 2/17/2013 Marketing Communication Mix  Direct Marketing ◦ Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships—the use of telephone, mail, fax, e-mail, the Internet, and other tools to communicate directly with specific consumers. A.U.C - Amira EL-Deeb 13 The Need for IMC Using IMC, the company carefullyintegrates and coordinates its many communication channels to deliver a clear & consistent message about the organization and its brands. A.U.C - Amira EL-Deeb 14 7
  8. 8. 2/17/2013Integrated Marketing Communication A.U.C - Amira EL-Deeb 15 STRATEGIC MARKETING Marketing Evolution , monitoring & control A.U.C - Amira EL-Deeb 16 8
  9. 9. 2/17/2013 Definition of Marketing Evaluation Techniques used after the marketing plan period to analyze success in achieving individual marketing objectives and to more broadly assess the entire organization’s marketing efforts Control Process for the Marketing Plana. Setting standards based on plansb. Measuring performance against standardsc. Correcting deviations from standards and plans 9
  10. 10. 2/17/2013 Marketing Evaluation Techniquesa. Sales analysisb. Market-share analysisc. Marketing cost and profitability analysisd. Efficiency ratiose. Marketing-effectiveness rating reviewf. Marketing audit Thank You 10

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