Submit Search
Upload
Marketing management
•
Download as PPSX, PDF
•
0 likes
•
907 views
Mehul Rasadiya
Follow
marketing management
Read less
Read more
Education
Business
Report
Share
Report
Share
1 of 70
Download now
Recommended
Chapter 1 P P T
Chapter 1 P P T
intro
Chapter 2 P P T
Chapter 2 P P T
intro
Advg plng n decision making
Advg plng n decision making
Dr.Ambrish sharma
Advertising management
Advertising management
Apeksha Sharma
Chap20 International Advertising And Promotion
Chap20 International Advertising And Promotion
Phoenix media & event
Yash mehrotra iitbhu
Yash mehrotra iitbhu
Sameer Mathur
Chapter 03
Chapter 03
intro
Chap15 econ 161
Chap15 econ 161
guest0d3f0f
Recommended
Chapter 1 P P T
Chapter 1 P P T
intro
Chapter 2 P P T
Chapter 2 P P T
intro
Advg plng n decision making
Advg plng n decision making
Dr.Ambrish sharma
Advertising management
Advertising management
Apeksha Sharma
Chap20 International Advertising And Promotion
Chap20 International Advertising And Promotion
Phoenix media & event
Yash mehrotra iitbhu
Yash mehrotra iitbhu
Sameer Mathur
Chapter 03
Chapter 03
intro
Chap15 econ 161
Chap15 econ 161
guest0d3f0f
Advertising
Advertising
Bhavana Rohidekar
Advertisement & sales promotion- IDEA CELLULAR
Advertisement & sales promotion- IDEA CELLULAR
Anujith KR
7008195 advertising-and-sales-promotion
7008195 advertising-and-sales-promotion
32112
Adibp Ch1
Adibp Ch1
Largest Catholic University
Creative advertising and media planning – introduction
Creative advertising and media planning – introduction
Dr. Anupama S. Kotur (Kaddi)
Choosing the right agency
Choosing the right agency
Dr. Anupama S. Kotur (Kaddi)
Promotion in marketing
Promotion in marketing
Arup Giri
Advertising
Advertising
Pranav Kumar Ojha
Evolution of ads
Evolution of ads
Cheldy S, Elumba-Pableo
Market advertizing
Market advertizing
Sohar Bakhsh
Fundamentals of Advertising
Fundamentals of Advertising
We Learn - A Continuous Learning Forum from Welingkar's Distance Learning Program.
Marketing Glossary
Marketing Glossary
Rubayet Hassan
Advertising management
Advertising management
BalaMurugan1033
Introduction to advertisement - Basics of advertising
Introduction to advertisement - Basics of advertising
Rai University Ahmedabad
Comparing campaigns
Comparing campaigns
Chelsea-Ann Cook
Advertisement ppt
Advertisement ppt
arathymalz
MANAGING BRANDS OVER GEOGRAPHIC BOUNDRIES AND MARKET SEGMENTS
MANAGING BRANDS OVER GEOGRAPHIC BOUNDRIES AND MARKET SEGMENTS
Ashish Hande
advertisement management
advertisement management
Bimlesh Kumar
10 question zhuchaofan
10 question zhuchaofan
Chaofan Zhu
Advertising management PPT
Advertising management PPT
vivek Chaturvedi
Promotion and Pricing Strategies
Promotion and Pricing Strategies
Kawser Ahmad Sohan
Promotional strategies of tripple em pakistan
Promotional strategies of tripple em pakistan
MUHAMMAD UMAIR
More Related Content
What's hot
Advertising
Advertising
Bhavana Rohidekar
Advertisement & sales promotion- IDEA CELLULAR
Advertisement & sales promotion- IDEA CELLULAR
Anujith KR
7008195 advertising-and-sales-promotion
7008195 advertising-and-sales-promotion
32112
Adibp Ch1
Adibp Ch1
Largest Catholic University
Creative advertising and media planning – introduction
Creative advertising and media planning – introduction
Dr. Anupama S. Kotur (Kaddi)
Choosing the right agency
Choosing the right agency
Dr. Anupama S. Kotur (Kaddi)
Promotion in marketing
Promotion in marketing
Arup Giri
Advertising
Advertising
Pranav Kumar Ojha
Evolution of ads
Evolution of ads
Cheldy S, Elumba-Pableo
Market advertizing
Market advertizing
Sohar Bakhsh
Fundamentals of Advertising
Fundamentals of Advertising
We Learn - A Continuous Learning Forum from Welingkar's Distance Learning Program.
Marketing Glossary
Marketing Glossary
Rubayet Hassan
Advertising management
Advertising management
BalaMurugan1033
Introduction to advertisement - Basics of advertising
Introduction to advertisement - Basics of advertising
Rai University Ahmedabad
Comparing campaigns
Comparing campaigns
Chelsea-Ann Cook
Advertisement ppt
Advertisement ppt
arathymalz
MANAGING BRANDS OVER GEOGRAPHIC BOUNDRIES AND MARKET SEGMENTS
MANAGING BRANDS OVER GEOGRAPHIC BOUNDRIES AND MARKET SEGMENTS
Ashish Hande
advertisement management
advertisement management
Bimlesh Kumar
10 question zhuchaofan
10 question zhuchaofan
Chaofan Zhu
Advertising management PPT
Advertising management PPT
vivek Chaturvedi
What's hot
(20)
Advertising
Advertising
Advertisement & sales promotion- IDEA CELLULAR
Advertisement & sales promotion- IDEA CELLULAR
7008195 advertising-and-sales-promotion
7008195 advertising-and-sales-promotion
Adibp Ch1
Adibp Ch1
Creative advertising and media planning – introduction
Creative advertising and media planning – introduction
Choosing the right agency
Choosing the right agency
Promotion in marketing
Promotion in marketing
Advertising
Advertising
Evolution of ads
Evolution of ads
Market advertizing
Market advertizing
Fundamentals of Advertising
Fundamentals of Advertising
Marketing Glossary
Marketing Glossary
Advertising management
Advertising management
Introduction to advertisement - Basics of advertising
Introduction to advertisement - Basics of advertising
Comparing campaigns
Comparing campaigns
Advertisement ppt
Advertisement ppt
MANAGING BRANDS OVER GEOGRAPHIC BOUNDRIES AND MARKET SEGMENTS
MANAGING BRANDS OVER GEOGRAPHIC BOUNDRIES AND MARKET SEGMENTS
advertisement management
advertisement management
10 question zhuchaofan
10 question zhuchaofan
Advertising management PPT
Advertising management PPT
Similar to Marketing management
Promotion and Pricing Strategies
Promotion and Pricing Strategies
Kawser Ahmad Sohan
Promotional strategies of tripple em pakistan
Promotional strategies of tripple em pakistan
MUHAMMAD UMAIR
Kotcha1516 the advertising and sales promotions plan
Kotcha1516 the advertising and sales promotions plan
Center For Economic Policy Institute (CEPAT)
Mma6e chapter-18 final
Mma6e chapter-18 final
Nurhasleea Ramli
Advertising, sales promotion & public relation (principles of marketing)
Advertising, sales promotion & public relation (principles of marketing)
Denni Domingo
Marketing tips
Marketing tips
Saxbee Consultants
Junaid zafar
Junaid zafar
kaminaaaaa
Advertising Management - ch01
Advertising Management - ch01
Dr. Ahmed Hassan, PhD, DBA, PMP
Imc
Imc
nileshsen
documen.site_slide-1.pdf
documen.site_slide-1.pdf
SolimanKSelim
Ch. 11 &12 deck intro adv spring 2015 final
Ch. 11 &12 deck intro adv spring 2015 final
Kristine Johnson
Advertising
Advertising
Arun Khedwal
1st Chapter Introduction to Advertising..
1st Chapter Introduction to Advertising..
venkatesh yadav
Promotion mix
Promotion mix
Sujan Oli
Advertising
Advertising
energetic7867
Shumaila_1026_15228_1_Advertising 1 .pptx
Shumaila_1026_15228_1_Advertising 1 .pptx
FaizanGul6
Chapter 13 - Advertising, PR and Consumer Sales Promotions
Chapter 13 - Advertising, PR and Consumer Sales Promotions
Nicholsb1
Media P&B COMMUNICATION MIX
Media P&B COMMUNICATION MIX
M.V.L.U. COLLEGE
Managing integrated marketing communication
Managing integrated marketing communication
Saad Hossain Tapu
Group 4 (TLE-Promotion)
Group 4 (TLE-Promotion)
Krystel Rivera
Similar to Marketing management
(20)
Promotion and Pricing Strategies
Promotion and Pricing Strategies
Promotional strategies of tripple em pakistan
Promotional strategies of tripple em pakistan
Kotcha1516 the advertising and sales promotions plan
Kotcha1516 the advertising and sales promotions plan
Mma6e chapter-18 final
Mma6e chapter-18 final
Advertising, sales promotion & public relation (principles of marketing)
Advertising, sales promotion & public relation (principles of marketing)
Marketing tips
Marketing tips
Junaid zafar
Junaid zafar
Advertising Management - ch01
Advertising Management - ch01
Imc
Imc
documen.site_slide-1.pdf
documen.site_slide-1.pdf
Ch. 11 &12 deck intro adv spring 2015 final
Ch. 11 &12 deck intro adv spring 2015 final
Advertising
Advertising
1st Chapter Introduction to Advertising..
1st Chapter Introduction to Advertising..
Promotion mix
Promotion mix
Advertising
Advertising
Shumaila_1026_15228_1_Advertising 1 .pptx
Shumaila_1026_15228_1_Advertising 1 .pptx
Chapter 13 - Advertising, PR and Consumer Sales Promotions
Chapter 13 - Advertising, PR and Consumer Sales Promotions
Media P&B COMMUNICATION MIX
Media P&B COMMUNICATION MIX
Managing integrated marketing communication
Managing integrated marketing communication
Group 4 (TLE-Promotion)
Group 4 (TLE-Promotion)
More from Mehul Rasadiya
Search Engine Marketing
Search Engine Marketing
Mehul Rasadiya
PLC analysis of Nokia and Samsung
PLC analysis of Nokia and Samsung
Mehul Rasadiya
New product devlopment process of TATA NANO
New product devlopment process of TATA NANO
Mehul Rasadiya
Ratan tata. as a strategic leader,,
Ratan tata. as a strategic leader,,
Mehul Rasadiya
Contract of agency
Contract of agency
Mehul Rasadiya
Research report on Consumer perception towards BAJAJ two wheelers
Research report on Consumer perception towards BAJAJ two wheelers
Mehul Rasadiya
Logistic
Logistic
Mehul Rasadiya
Adveritising strategy of toi
Adveritising strategy of toi
Mehul Rasadiya
Tata cost leadership
Tata cost leadership
Mehul Rasadiya
Simulation (qa ii)
Simulation (qa ii)
Mehul Rasadiya
Jit in mc donald's
Jit in mc donald's
Mehul Rasadiya
Excel crop care ltd
Excel crop care ltd
Mehul Rasadiya
Axis
Axis
Mehul Rasadiya
Promotion mix (mm)
Promotion mix (mm)
Mehul Rasadiya
Brading positioning of garneir
Brading positioning of garneir
Mehul Rasadiya
Amul distri
Amul distri
Mehul Rasadiya
Essar oil (cma)
Essar oil (cma)
Mehul Rasadiya
Promotionmixppt
Promotionmixppt
Mehul Rasadiya
Promotionmixppt
Promotionmixppt
Mehul Rasadiya
Promotional mix
Promotional mix
Mehul Rasadiya
More from Mehul Rasadiya
(20)
Search Engine Marketing
Search Engine Marketing
PLC analysis of Nokia and Samsung
PLC analysis of Nokia and Samsung
New product devlopment process of TATA NANO
New product devlopment process of TATA NANO
Ratan tata. as a strategic leader,,
Ratan tata. as a strategic leader,,
Contract of agency
Contract of agency
Research report on Consumer perception towards BAJAJ two wheelers
Research report on Consumer perception towards BAJAJ two wheelers
Logistic
Logistic
Adveritising strategy of toi
Adveritising strategy of toi
Tata cost leadership
Tata cost leadership
Simulation (qa ii)
Simulation (qa ii)
Jit in mc donald's
Jit in mc donald's
Excel crop care ltd
Excel crop care ltd
Axis
Axis
Promotion mix (mm)
Promotion mix (mm)
Brading positioning of garneir
Brading positioning of garneir
Amul distri
Amul distri
Essar oil (cma)
Essar oil (cma)
Promotionmixppt
Promotionmixppt
Promotionmixppt
Promotionmixppt
Promotional mix
Promotional mix
Recently uploaded
Mehran University Newsletter Vol-X, Issue-I, 2024
Mehran University Newsletter Vol-X, Issue-I, 2024
Mehran University of Engineering & Technology, Jamshoro
Ecological Succession. ( ECOSYSTEM, B. Pharmacy, 1st Year, Sem-II, Environmen...
Ecological Succession. ( ECOSYSTEM, B. Pharmacy, 1st Year, Sem-II, Environmen...
Shubhangi Sonawane
psychiatric nursing HISTORY COLLECTION .docx
psychiatric nursing HISTORY COLLECTION .docx
PoojaSen20
This PowerPoint helps students to consider the concept of infinity.
This PowerPoint helps students to consider the concept of infinity.
christianmathematics
Activity 01 - Artificial Culture (1).pdf
Activity 01 - Artificial Culture (1).pdf
ciinovamais
Seal of Good Local Governance (SGLG) 2024Final.pptx
Seal of Good Local Governance (SGLG) 2024Final.pptx
negromaestrong
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...
christianmathematics
Basic Civil Engineering first year Notes- Chapter 4 Building.pptx
Basic Civil Engineering first year Notes- Chapter 4 Building.pptx
Denish Jangid
ICT role in 21st century education and it's challenges.
ICT role in 21st century education and it's challenges.
MaryamAhmad92
On National Teacher Day, meet the 2024-25 Kenan Fellows
On National Teacher Day, meet the 2024-25 Kenan Fellows
Mebane Rash
Unit-V; Pricing (Pharma Marketing Management).pptx
Unit-V; Pricing (Pharma Marketing Management).pptx
VishalSingh1417
Advanced Views - Calendar View in Odoo 17
Advanced Views - Calendar View in Odoo 17
Celine George
1029-Danh muc Sach Giao Khoa khoi 6.pdf
1029-Danh muc Sach Giao Khoa khoi 6.pdf
QucHHunhnh
Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...
Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...
EduSkills OECD
The basics of sentences session 2pptx copy.pptx
The basics of sentences session 2pptx copy.pptx
heathfieldcps1
Class 11th Physics NEET formula sheet pdf
Class 11th Physics NEET formula sheet pdf
AyushMahapatra5
How to Give a Domain for a Field in Odoo 17
How to Give a Domain for a Field in Odoo 17
Celine George
Introduction to Nonprofit Accounting: The Basics
Introduction to Nonprofit Accounting: The Basics
TechSoup
Application orientated numerical on hev.ppt
Application orientated numerical on hev.ppt
RamjanShidvankar
INDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptx
INDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptx
RAM LAL ANAND COLLEGE, DELHI UNIVERSITY.
Recently uploaded
(20)
Mehran University Newsletter Vol-X, Issue-I, 2024
Mehran University Newsletter Vol-X, Issue-I, 2024
Ecological Succession. ( ECOSYSTEM, B. Pharmacy, 1st Year, Sem-II, Environmen...
Ecological Succession. ( ECOSYSTEM, B. Pharmacy, 1st Year, Sem-II, Environmen...
psychiatric nursing HISTORY COLLECTION .docx
psychiatric nursing HISTORY COLLECTION .docx
This PowerPoint helps students to consider the concept of infinity.
This PowerPoint helps students to consider the concept of infinity.
Activity 01 - Artificial Culture (1).pdf
Activity 01 - Artificial Culture (1).pdf
Seal of Good Local Governance (SGLG) 2024Final.pptx
Seal of Good Local Governance (SGLG) 2024Final.pptx
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...
Explore beautiful and ugly buildings. Mathematics helps us create beautiful d...
Basic Civil Engineering first year Notes- Chapter 4 Building.pptx
Basic Civil Engineering first year Notes- Chapter 4 Building.pptx
ICT role in 21st century education and it's challenges.
ICT role in 21st century education and it's challenges.
On National Teacher Day, meet the 2024-25 Kenan Fellows
On National Teacher Day, meet the 2024-25 Kenan Fellows
Unit-V; Pricing (Pharma Marketing Management).pptx
Unit-V; Pricing (Pharma Marketing Management).pptx
Advanced Views - Calendar View in Odoo 17
Advanced Views - Calendar View in Odoo 17
1029-Danh muc Sach Giao Khoa khoi 6.pdf
1029-Danh muc Sach Giao Khoa khoi 6.pdf
Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...
Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...
The basics of sentences session 2pptx copy.pptx
The basics of sentences session 2pptx copy.pptx
Class 11th Physics NEET formula sheet pdf
Class 11th Physics NEET formula sheet pdf
How to Give a Domain for a Field in Odoo 17
How to Give a Domain for a Field in Odoo 17
Introduction to Nonprofit Accounting: The Basics
Introduction to Nonprofit Accounting: The Basics
Application orientated numerical on hev.ppt
Application orientated numerical on hev.ppt
INDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptx
INDIA QUIZ 2024 RLAC DELHI UNIVERSITY.pptx
Marketing management
1.
Marketing Management
Prepared by Mehul Rasadiya K.K.Parekh Institute of Management of Studies Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
2.
Chapter 14 Promotion
and Pricing Strategies Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
3.
Chapter Objectives 1. Discuss
how integrated marketing communications relates to a firm’s promotional strategy. 2. Explain the concept of a promotional mix and outline the objectives of promotion. 3. Summarize the different types of advertising and advertising media. 4. Describe the role of sales promotion, personal selling, and public relations in promotional strategy. 5. Identify the Profitabilitynfluence the selection of a promotional mix. 6. Discuss the major ethical issues involved in promotion. 7. Outline the different types of pricing objectives and discuss how firms set prices in the marketplace. 8. Summarize the four alternative pricing strategies. 9. Discuss consumer perceptions of price. 14-3 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
4.
Integrated Marketing Communications
Promotion—communication link between buyer and seller that performs the function of informing, persuading, and influencing a purchase decision. Focusing on Primary Demand Focusing on Selective Demand 14-4 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
5.
Integrated Marketing Communications
Coordination of all promotional activities – media advertising, direct mail, personal selling, sales promotion, and public relations – to produce a unified customer-focused message. Focuses on customer needs to create a unified promotional message Firms need a broad view of promotion to implement IMC 14-5 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
6.
The Promotional Mix
Promotional Mix—combination of personal and nonpersonal selling techniques designed to achieve promotional objectives. Personal Selling—interpersonal promotional process involving a seller’s face-to-face presentation to a prospective buyer. Nonpersonal selling—consists of advertising, sales promotion, direct marketing, and public relations 14-6 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
7.
Comparing the
Components of the Promotional Mix 14-7 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
8.
The Promotional Mix
Objectives of Promotional Strategy Providing Information Differentiating a Product Increasing Sales Stabilizing Sales Accentuating the Product’s Value 14-8 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
9.
Five Major
Promotional Objectives 14-9 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
10.
The Promotional Mix
Objectives of Promotional Strategy Providing Information Major portion of U.S. advertising is information-oriented Differentiating a Product Positioning: establishing a place in the minds of customers by communicating meaningful distinctions about the attributes, price, quality, or use of a good or service 14-10 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
11.
The Promotional Mix
Objectives of Promotional Strategy Increasing Sales Most common objective of a promotional strategy Stabilizing Sales Sales contests often used during slack periods Sales promotion materials often distributed to customers to stimulate sales during off-seasons 14-11 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
12.
The Promotional Mix
Objectives of Promotional Strategy Accentuating the Product’s Value Promotional strategies can enhance product values by explaining often unrecognized ownership benefits 14-12 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
13.
The Promotional Mix
Promotional Planning Increasing complexity and sophistication of marketing communications requires careful planning to coordinate IMC strategies Product Placement Guerrilla Marketing 14-13 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
14.
Advertising Advertising—paid nonpersonal
communication delivered through various media and designed to inform, persuade, or remind members of a particular audience. 14-14 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
15.
The 15
Largest Advertisers in the United States 14-15 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
16.
Advertising Types
of Advertising Product Advertising—consists of messages designed to sell a particular good or service Institutional Advertising—involves messages that promote concepts, ideas, philosophies, or goodwill for industries, companies, organizations, or government entities 14-16 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
17.
Advertising Advocacy
Advertising (Cause Advertising): promotes a specific viewpoint on a public issue as a way to influence public opinion and the legislative process 14-17 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
18.
Advertising Advertising
and the Product Cycle Product and Institutional Advertising fall into one of three categories, based on whether the ads intend to inform, persuade, or remind Informative Advertising—used to build initial demand for a product in the introductory phase of the product life cycle 14-18 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
19.
Advertising Advertising and
the Product Cycle Persuasive Advertising—attempts to improve the competitive status of a product, institution, or concept, usually in the growth and maturity stages of the product life cycle Comparative Advertising—form of persuasive product advertising that compares products directly with their competitors 14-19 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
20.
Advertising Advertising
and the Product Cycle Reminder-oriented advertising—often appears in the late maturity or decline stages of the product life cycle to maintain awareness of the importance and usefulness of a product, concept, or institution 14-20 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
21.
Advertising Advertising
Media Must choose how to allocate advertising budget All media offer advantages and disadvantages Must consider cost and which media is best suited for communication 14-21 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
22.
Advertising Media 14-22
Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
23.
Advertising Advertising
Media Newspaper Continue to dominate local advertising Ads easily tailored for local tastes and preferences Can coordinate newspaper messages with other promotional efforts Disadvantage: relatively short life span 14-23 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
24.
Advertising Advertising
Media Television America’s leading national advertising medium An expensive advertising medium Price for a 30-second ad during weeknight prime time on network television generally ranges from $100,000 to more than $500,000 14-24 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
25.
Advertising Advertising
Media Radio Average U.S. household owns five radios Captive audience of listeners as they commute to and from work In major markets, many stations serve different demographic groups with targeted programming 14-25 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
26.
Advertising Advertising
Media Magazines Includes consumer publications and trade journals Can often customize their publications and target advertising messages to different regions of the country A natural choice for targeted advertising 14-26 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
27.
Advertising Advertising
Media Direct Mail Average American household receives about 550 pieces of direct mail each year, including 100 catalogs e-mail another option Must overcome junk-mail and spam classification 14-27 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
28.
Advertising Advertising Media
Outdoor Advertising Just over 2 percent of total advertising spending Share is growing Majority of spending is for billboards Other types include: signs in transit stations, stores, airports, and sports stadiums Disadvantages include: Brief messages are required Mounting concern for aesthetic and environmental issues 14-28 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
29.
Advertising Advertising
Media Online and Interactive Advertising Range from Web sites and CDs to information kiosks Currently commands only 3 percent of media spending, but is the fastest- growing media segment 14-29 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
30.
Advertising Advertising
Media Sponsorship—involves providing funds for a sporting or cultural event in exchange for a direct association with the event Sports sponsorships attract two-thirds of total sponsorship dollars Primary benefits: exposure to the event’s audience and association with the image of the activity 14-30 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
31.
Advertising Advertising
Media Other Media Options Infomercials: 30-minute programs that resemble regular TV programs, but are devoted to selling goods or services Other Media options include: Ads in movie theaters Ads on airline movie screens Printed programs, Subway tickets Turnpike toll receipts Automated teller machines 14-31 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
32.
Sales Promotion
Sales promotion—nonpersonal marketing activities other than advertising, personal selling and public relations that stimulate consumer purchasing and dealer effectiveness. Potential advantages: Short-term increased sales Increased brand equity Enhanced customer relationships 14-32 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
33.
Sales Promotion
Consumer-Oriented Promotions Goals of a consumer-oriented sales promotion include: Getting new and existing customers to try or buy products Encouraging repeat purchases by rewarding current users Increasing sales of complementary products Boosting impulse purchases 14-33 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
34.
Spending on
Consumer-Oriented Promotions 14-34 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
35.
Sales Promotion
Consumer-Oriented Promotions Premiums—items given free or at a reduced price with the purchase of another product. Coupons offer small price discounts Rebates offer cash back to consumers Sample—a gift of a product distributed by mail, door-to-door, in a demonstration, or inside packages of another product 14-35 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
36.
Sales Promotion
Consumer-Oriented Promotions Games, Contests, and Sweepstakes Offering cash, merchandise or travel as prizes to participating winners Often used to introduce new goods and services and to attract additional customers Court rulings and legal restrictions have limited the use of contests 14-36 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
37.
Sales Promotion
Consumer-Oriented Promotions Promotional Products (Specialty advertising) Because these specialty advertising products are useful, people tend to keep and use them Gives advertisers repeated exposure Originally designed to identify and create goodwill for advertisers Now generates sales leads and develops traffic for stores and trade show exhibitors. 14-37 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
38.
Sales Promotion
Trade-Oriented Promotions Trade promotion—sales promotion geared to marketing intermediaries Used to encourage retailers to: Stock new products Continue carrying existing ones Promote products effectively to consumers. 14-38 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
39.
Sales Promotion
Trade-Oriented Promotions Point-of-purchase (POP) advertising— displays or demonstrations that promote products when and where consumers buy them Takes advantage of many shoppers’ tendencies to make purchase decisions in the store Trade shows—promote goods or services to intermediaries 14-39 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
40.
Personal Selling
Personal selling—interpersonal promotional process involving a seller’s face-to-face presentation to a prospective buyer. Used most often when: Customers are relatively few in number and geographically concentrated Product is technically complex, involves trade-ins, and requires special handling Product is high in price Product moves through direct-distribution channels 14-40 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
41.
Personal Selling
Sales Tasks Order Processing—selling, mostly at the wholesale and retail levels, that involves identifying customer needs, pointing them out to customers, and completing orders Creative Selling—personal selling involving situations in which a considerable degree of analytical decision making on the buyer’s part results in the need for skillful proposals of solutions for the customer’s needs 14-41 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
42.
Personal Selling
Sales Tasks Missionary Selling—indirect form of selling in which specialized salespeople promote goodwill among indirect customers, often by assisting customers in product use 14-42 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
43.
Personal Selling The
Sales Process Seven Steps in the Sales Process 14-43 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
44.
Personal Selling
The Sales Process Prospecting, Qualifying, and Approaching Prospecting involves identifying potential customers Qualifying involves identifying potential customers who have the financial ability and authority to buy. Before making the initial contact: Careful preparations are made Available data about a prospective customer and other pertinent information is analyzed 14-44 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
45.
Personal Selling
The Sales Process Presentation and Demonstration Involves communicating promotional messages Major features of the product, highlights of the advantages, and examples of satisfied consumers are typically presented Involves the prospect in the sales presentation Reinforces the message that the salesperson has been communicating 14-45 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
46.
Personal Selling
The Sales Process Handling Objections Allows sales personnel to remove obstacles and complete the sale Can become a positive part of the sales process Allows the salesperson to present additional information 14-46 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
47.
Personal Selling
The Sales Process Closing Critical point in a selling relationship— the time at which the salesperson actually asks the prospect to buy If the presentation effectively matches product features to customer needs, the closing should be a natural conclusion. 14-47 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
48.
Personal Selling The
Sales Process Follow-up Salesperson’s actions after the sale may well determine whether the customer will make another purchase Building a long-term relationship By calling soon after a purchase, the salesperson provides psychological reinforcement for the customer’s decision to buy Also gives the seller a chance to correct any problems 14-48 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
49.
Personal Selling
Recent Trends in Personal Selling Telemarketing Outbound telemarketing—when a sales representative calls you at your place of business Inbound telemarketing—when the customer calls a toll-free phone number to get information or place an order. 14-49 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
50.
Personal Selling
Recent Trends in Personal Selling Relationship Selling—when a salesperson builds a mutually beneficial relationship with a customer through regular contacts over an extended period Consultative selling—meeting customers’ needs by listening to them, understanding and caring about their problems, paying attention to details, suggesting solutions, and following through after the sale 14-50 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
51.
Personal Selling
Recent Trends in Personal Selling Team selling—joins salespeople with specialists from other functional areas of the firm to complete the selling process Sales force automation (SFA)— incorporates a broad range of tools, from e-mail, telecommunications devices like pagers and cell phones, and laptop computers to increasingly sophisticated software systems that automate the sales process 14-51 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
52.
Public Relations
Public Relations—organization’s communication and relationships with its various audiences. Publicity—stimulation of demand for a good, service, place, idea, person, or organization by disseminating news or obtaining favorable unpaid media presentations. 14-52 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
53.
Promotional Strategies
Selecting a Promotional Mix Guidelines for allocating promotional efforts and expenditures among personal selling and advertising: What is your target market? What is the value of the product? What time frame is involved? 14-53 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
54.
Promotional Strategies
Pushing and Pulling Strategies Pushing strategy—promotional effort by a seller to members of the distribution channel intended to stimulate personal selling of the good or service, thereby pushing it through the channel Cooperative advertising—allowances in which firms share the cost of local advertising of their product or line with channel partners 14-54 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
55.
Promotional Strategies
Pushing and Pulling Strategies Pulling strategy—promotional effort by a seller to stimulate demand among final users, who will then exert pressure on the distribution channel to carry the good or service, pulling it through the distribution channel 14-55 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
56.
Ethics in Promotion
Puffery and Deception Puffery—exaggerated claims of a product’s superiority or use of doubtful, subjective, or vague statements Other promotional elements can also involve deception Salespeople have deceived customers with misleading information 14-56 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
57.
Ethics in Promotion
Promotion to Children and Teens Risk of deception is especially great with promotion targeted to children and teens Children not sophisticated at analyzing promotional messages 14-57 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
58.
Ethics in Promotion
Promotion in Public Schools and on College Campuses Includes promotional book covers, posters, and even curriculum materials provided to today’s schools Some schools sign contracts that give certain brands exclusive access to their students Can generate a backlash 14-58 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
59.
Price in the
Marketing Mix Price— exchange value of a good or service. Pricing Objectives 14-59 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
60.
Price in the
Marketing Mix Profitability Objectives Perhaps the most commonly used objective in firms’ pricing strategies Some firms try to maximize profits by reducing costs rather than through price changes Volume Objectives Bases pricing decisions on market share Market share: the percentage of a market controlled by a certain company or product 14-60 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
61.
Price in the
Marketing Mix Price to Meet Competition Seeks to meet competitors’ prices Prestige Objectives Prestige pricing encompasses the effect of price on prestige Prestige pricing establishes a relatively high price to develop and maintain an image of quality and exclusiveness 14-61 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
62.
Pricing Strategies
Price Determination in Practice Determined in two basic ways— By applying the theoretical concepts of supply and demand By completing cost-oriented analyses 14-62 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
63.
Pricing Strategies
Price Determination in Practice Cost-based pricing—practice of adding a percentage of specific amounts (mark-up) to the base cost of a product to cover overhead costs and generate profits. 14-63 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
64.
The Markup
Chain for a Hardcover Book 14-64 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
65.
Pricing Strategies
Breakeven Analysis—pricing technique used to determine the minimum sales volume a product must generate at a certain price level to cover all costs. Breakeven point Total Fixed Cost = (in units) Contribution to Fixed Costs Per Unit Breakeven point Total Fixed Cost (in dollars) = 1 – Variable Cost Per Unit/Price 14-65 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
66.
Breakeven Analysis 14-66
Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
67.
Pricing Strategies
Alternative Pricing Strategies Skimming pricing strategy—sets an intentionally high price relative to the prices of competing products Penetration pricing strategy—sets a low price as a major marketing weapon 14-67 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
68.
Pricing Strategies
Alternative Pricing Strategies Everyday Low Pricing and Discount Pricing—Strategy devoted to maintaining continuous low prices rather than relying on short-term price-cutting tactics Competitive Pricing—product priced at the general level of competing offerings 14-68 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
69.
Consumer Perceptions of
Prices Price-Quality Relationships Consumers’ perceptions of product quality is closely related to price Most marketers believe that this perceived price-quality relationship holds over a relatively wide range of prices In other situations, marketers establish price-quality relationships with comparisons that demonstrate a product’s value at the established price 14-69 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
70.
Consumer Perceptions of
Prices Odd Pricing Odd pricing (charging $39.95 or $19.98 instead of $40 or 20) Commonly-used retail practice, as many retailers believe that consumer favor uneven amounts 14-70 Copyright © 2005 by South-Western, a division of Thomson Learning, Inc. All rights reserved.
Download now