Dr. Stephanie J. Morgan Marketing Principles and Practice Marketing Mix 3 (Promotion) Download at  www.bizface.co.uk
Lecture Objectives <ul><li>Assess the suitability of a promotional marketing mix for an organization. </li></ul><ul><li>De...
Key Promotional  Mix Tools Advertising Personal Selling Direct  Marketing Sales Promotion Internet & Online  Marketing Pub...
An organization and its publics 11 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill <ul><li>Television <...
The communication process 4 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Noise Noise Receiver Encode...
Promotions for non-profit Organizations <ul><li>Promoting the cause, generating donations (including either paid or unpaid...
Promotions in Industrial Markets (Business to Business) <ul><li>Advertising in specialist journals, magazines. </li></ul><...
Strong and weak theories of how advertising works 5 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Str...
Developing advertising strategy 6 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Identify and understa...
Setting the Advertising Budget 11 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Percentage of Sales A...
Message decisions <ul><li>Customer convergence </li></ul><ul><ul><li>consumers across different countries share common exp...
How brand personality is used by consumers 14 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Self-expr...
16 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Media Class Options <ul><li>Press </li></ul><ul><ul>...
Defining Opportunities to See (OTS) ? <ul><li>Television </li></ul><ul><ul><li>Presence in the room with the set switched ...
Forces influencing selling and sales  management practices <ul><li>Behavioural forces </li></ul><ul><li>Rising customer ex...
3 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Types of selling The selling function There are many ...
4 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Types of selling The selling function Order-takers Or...
5 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Types of selling The selling function Order creators ...
6 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Types of selling The selling function Order-getters F...
7 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Sales responsibilities Profitable sales Prospecting P...
8 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill The selling process Preparation The opening Need and ...
Personal selling skills <ul><li>Asking questions </li></ul><ul><li>Providing product information, making comparisons and o...
Key account relational development model Complex Simple Transactional Collaborative 11 D Jobber, Principles and Practice o...
Marketing strategy and the management of the sales-force 12 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-...
The cycle of motivation  13 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Source: Churchill Jr, G.A.,...
A marketing database 4 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Marketing database Product infor...
Managing a direct marketing campaign 5 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Identify and und...
A multiple-medium, multiple-stage campaign 9 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Direct res...
Creative decisions 10 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Communication objectives Product ...
11 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Execute and evaluate the campaign Cost per enquiry  ...
The effect of a sales promotion on sales 2 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Prior to pro...
Consumer and trade promotions 3 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Consumer promotions Tra...
P.R. - Potentially newsworthy items <ul><li>Marketing issues: </li></ul><ul><li>New products </li></ul><ul><li>Research br...
Values transferred from sponsorship categories Healthy Young Energetic Fast Vibrant Masculine Sophisticated Elite Discrimi...
Exhibition objectives Maintain relationship Transmit benefits Remedy service problems Stimulate extra sales Maintain image...
Ethical Considerations <ul><li>Misleading Advertising; influence on society values; targeting children. </li></ul><ul><li>...
Ethics in Personal Selling <ul><li>Potential for deception </li></ul><ul><li>Potential for a ‘hard sell’ </li></ul><ul><li...
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Promote your product and get the sales marketing tips

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Getting the promotions right is key to building a successful campaign - this presentation covers the basics of promotion tactics and strategy and is part of a series at the Bizface UK business forum

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  • Introduce me as final year PhD on organizational attachment in IT outsourcing. Explain background in IT and managing people remotely. Masters and doctoral research at Birkbeck revealing interesting issues about intranets and e-mail usage. (Possibly explain a little about organizational focus as I see all other talks are to do with shopping type stuff). Could get attention by asking how many of them class themselves as remote workers or work from home sometimes? Aim of the talk today is to highlight the problems (still) faced by managers and staff in these days of increased reliance on electronic communication, and suggest that information overload is not just a ‘stress/overwork’ issue but can lead to increased isolation for remote workers.
  • Promote your product and get the sales marketing tips

    1. 1. Dr. Stephanie J. Morgan Marketing Principles and Practice Marketing Mix 3 (Promotion) Download at www.bizface.co.uk
    2. 2. Lecture Objectives <ul><li>Assess the suitability of a promotional marketing mix for an organization. </li></ul><ul><li>Develop an advertising strategy. </li></ul><ul><li>Discuss issues involved in personal selling and sales management. </li></ul>
    3. 3. Key Promotional Mix Tools Advertising Personal Selling Direct Marketing Sales Promotion Internet & Online Marketing Publicity D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill 2
    4. 4. An organization and its publics 11 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill <ul><li>Television </li></ul><ul><li>Press </li></ul><ul><li>Radio </li></ul>Media <ul><li>Customers </li></ul><ul><li>Distribution </li></ul><ul><li>Suppliers </li></ul>Commercial <ul><li>Local communities </li></ul><ul><li>Pressure groups </li></ul><ul><li>Opinion leaders </li></ul><ul><li>General public </li></ul>Public <ul><li>Parliament </li></ul><ul><li>Civil service </li></ul><ul><li>Local authorities </li></ul>Government <ul><li>Shareholders </li></ul><ul><li>Stockbrokers </li></ul><ul><li>Fund managers </li></ul><ul><li>Banks </li></ul>Finance <ul><li>Staff </li></ul><ul><li>Trade union representatives </li></ul>Employees Organization
    5. 5. The communication process 4 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Noise Noise Receiver Encoded message Decoded message Transmission Source Feedback
    6. 6. Promotions for non-profit Organizations <ul><li>Promoting the cause, generating donations (including either paid or unpaid ‘sales’ staff). </li></ul><ul><li>Promoting good health, avoiding accidents, flu vaccinations. </li></ul><ul><li>Reminding people to complete forms, e.g. tax, social funds etc., </li></ul><ul><li>Asking people to help police, prosecute offenders, inform on social security scams. </li></ul><ul><li>Issues around funding, amount available, peoples perception of ‘good’ spend etc. </li></ul>
    7. 7. Promotions in Industrial Markets (Business to Business) <ul><li>Advertising in specialist journals, magazines. </li></ul><ul><li>Sales staff aimed at organizational DMU’s </li></ul><ul><li>Trade Exhibitions </li></ul><ul><li>Less likely to use television to aim for the business but may advertise to consumers to help with ‘pull-through’ – or help any distributors with advertising costs. </li></ul>
    8. 8. Strong and weak theories of how advertising works 5 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Strong (AIDA ) Weak (ATR) Weaknesses? Do all customers desire? Where do they apply – low/high involvement? Desire (or conviction) Interest Awareness Action Reinforcement Trial Awareness
    9. 9. Developing advertising strategy 6 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Identify and understand target audience Marketing strategy Define advertising objectives Set the advertising budget Execute campaign Evaluate advertising effectiveness Message decisions Media decisions
    10. 10. Setting the Advertising Budget 11 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Percentage of Sales Affordability Matching Competition Objective & Task Stimulate Sales
    11. 11. Message decisions <ul><li>Customer convergence </li></ul><ul><ul><li>consumers across different countries share common experiences, needs and motivations </li></ul></ul><ul><li>Advertising platform </li></ul><ul><ul><li>foundation of the advertising message, the basic selling proposition it should be: </li></ul></ul><ul><ul><ul><li>important to the target audience </li></ul></ul></ul><ul><ul><ul><li>communicate competitive advantage </li></ul></ul></ul><ul><li>Advertising message </li></ul><ul><ul><li>translates the platform into words, symbols and illustrations which are </li></ul></ul><ul><ul><ul><ul><li>attractive and meaningful to the target audience </li></ul></ul></ul></ul>12 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill
    12. 12. How brand personality is used by consumers 14 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Self-expression – acts as a bridge Reassurance Communicates the brand’s functional characteristics Trustworthiness Brand personality
    13. 13. 16 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Media Class Options <ul><li>Press </li></ul><ul><ul><li>National </li></ul></ul><ul><ul><li>Regional </li></ul></ul><ul><li>Magazines </li></ul><ul><li>Fashion </li></ul><ul><li>Technical </li></ul><ul><li>Trade </li></ul>Television Radio Cinema Posters Internet
    14. 14. Defining Opportunities to See (OTS) ? <ul><li>Television </li></ul><ul><ul><li>Presence in the room with the set switched on at turn of clock minute to relevant channel, providing presence in the room with the set on is for at least 15 consecutive seconds </li></ul></ul><ul><li>Press and Magazines </li></ul><ul><ul><li>Read or looked at any issue (for at least two minutes) within the publication period (e.g. for weeklies within the last 7 days) </li></ul></ul><ul><li>Posters </li></ul><ul><ul><li>Traffic past site including pedestrians </li></ul></ul><ul><li>Cinema </li></ul><ul><ul><li>Actual cinema admissions </li></ul></ul>17 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill
    15. 15. Forces influencing selling and sales management practices <ul><li>Behavioural forces </li></ul><ul><li>Rising customer expectations </li></ul><ul><li>Customer avoidance of buyer-seller </li></ul><ul><li>negotiations </li></ul><ul><li>Expanding power of major buyers </li></ul><ul><li>Globalisation of markets </li></ul><ul><li>Fragmentation of markets </li></ul><ul><li>Managerial forces </li></ul><ul><li>Direct marketing </li></ul><ul><li>Direct mail </li></ul><ul><li>Telemarketing </li></ul><ul><li>Computer salespeople </li></ul><ul><li>Blending of sales and marketing </li></ul><ul><li>Intranets </li></ul><ul><li>Qualifications for salespeople and </li></ul><ul><li>sales managers </li></ul><ul><li>Managerial forces </li></ul><ul><li>Direct marketing </li></ul><ul><li>Direct mail </li></ul><ul><li>Telemarketing </li></ul><ul><li>Computer salespeople </li></ul><ul><li>Blending of sales and marketing </li></ul><ul><li>Intranets </li></ul><ul><li>Qualifications for salespeople and </li></ul><ul><li>sales managers </li></ul><ul><li>Behavioural forces </li></ul><ul><li>Rising customer expectations </li></ul><ul><li>Customer avoidance of buyer-seller </li></ul><ul><li>negotiations </li></ul><ul><li>Expanding power of major buyers </li></ul><ul><li>Globalisation of markets </li></ul><ul><li>Fragmentation of markets </li></ul>2 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill <ul><li>Technical forces </li></ul><ul><li>Sales force automation </li></ul><ul><li>Laptop computers and software </li></ul><ul><li>Electronic data interchange </li></ul><ul><li>Desktop videoconferencing </li></ul><ul><li>Electronic sales channels </li></ul><ul><li>Internet </li></ul><ul><li>Television home shopping </li></ul><ul><li>Technical forces </li></ul><ul><li>Sales force automation </li></ul><ul><li>Laptop computers and software </li></ul><ul><li>Electronic data interchange </li></ul><ul><li>Desktop videoconferencing </li></ul><ul><li>Electronic sales channels </li></ul><ul><li>Internet </li></ul><ul><li>Television home shopping </li></ul>
    16. 16. 3 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Types of selling The selling function There are many types of selling jobs Selling varies according to the nature of the selling task Order-takers Order creators Order-getters
    17. 17. 4 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Types of selling The selling function Order-takers Order creators Order-getters Inside order-takers Delivery salespeople Outside order-takers
    18. 18. 5 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Types of selling The selling function Order creators Missionary salespeople Order-takers Order-getters
    19. 19. 6 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Types of selling The selling function Order-getters Front-line salespeople Sales support salespeople New business salespeople Order-takers Order creators Organizational salespeople Consumer salespeople Technical support salespeople Merchandisers
    20. 20. 7 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Sales responsibilities Profitable sales Prospecting Providing service Maintaining customer records and information feedback Relationship management Self-management Handling complaints
    21. 21. 8 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill The selling process Preparation The opening Need and problem identification Presentation and demonstration Dealing with objections Closing the sale The follow-up
    22. 22. Personal selling skills <ul><li>Asking questions </li></ul><ul><li>Providing product information, making comparisons and offering evidence to support claims </li></ul><ul><li>Acknowledging the viewpoint of the customer </li></ul><ul><li>Agreeing with the customers perceptions </li></ul><ul><li>Supporting the customer </li></ul><ul><li>Releasing tension </li></ul>9 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill
    23. 23. Key account relational development model Complex Simple Transactional Collaborative 11 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Nature of Customer Relationship Level of Involvement With Customers Synergistic-KAM Partnership-KAM Mid-KAM Early-KAM
    24. 24. Marketing strategy and the management of the sales-force 12 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Setting objectives Recruitment and selection Training Motivation and compensation Evaluation of salespeople Salesforce size Salesforce organization Personal selling objectives and strategies Marketing strategy Designing the salesforce Managing the salesforce Evaluation and control of total sales operation
    25. 25. The cycle of motivation 13 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Source: Churchill Jr, G.A., N.M. Ford & O. C. Walker Jr (1995) Sales Force Management: Planning, Implementation and Control Motivation Effort Performance Satisfaction Rewards
    26. 26. A marketing database 4 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Marketing database Product information Transactional information Geodemographic information Promotional information Customer and prospect information
    27. 27. Managing a direct marketing campaign 5 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Identify and understand target audience Marketing strategy Campaign objectives Media decisions Creative decisions Execute and evaluate campaign
    28. 28. A multiple-medium, multiple-stage campaign 9 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Direct response advertising Outbound telemarketing Salesforce Inbound telemarketing/direct/mail/e-mail Direct mail
    29. 29. Creative decisions 10 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Communication objectives Product benefits (and weaknesses) Target market analysis Development of the offer Communication of the message Action plan
    30. 30. 11 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Execute and evaluate the campaign Cost per enquiry Conversion rate from enquiry to sale Number of enquiries Sales rate (% purchasing) Number of contacts purchasing Total sales Campaign Performance Renewal rate Cost per contact Cost per sale Repeat purchase rate Response rate Average order value Enquiry rate
    31. 31. The effect of a sales promotion on sales 2 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Prior to promotion Promotion period Short-run post-promotion period Long-run post-promotion period Time Sales 1 = positive effect 2 = no effect 3 = negative effect 1 2 3
    32. 32. Consumer and trade promotions 3 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Consumer promotions Trade promotions Money off Free samples Prize promotions Loyalty cards Free goods Allowances Bonus packs Premiums Coupons Price discounts Competitions
    33. 33. P.R. - Potentially newsworthy items <ul><li>Marketing issues: </li></ul><ul><li>New products </li></ul><ul><li>Research breakthrough </li></ul><ul><li>potentially new products </li></ul><ul><li>Large orders/contracts </li></ul><ul><li>Sponsorship </li></ul><ul><li>Price changes </li></ul><ul><li>Service changes </li></ul><ul><li>New logos </li></ul><ul><li>Export success </li></ul><ul><li>Personnel issues: </li></ul><ul><li>Training awards </li></ul><ul><li>Winners of company contests </li></ul><ul><li>Promotions/new appointments </li></ul><ul><li>Success stories </li></ul><ul><li>Visits by famous people </li></ul><ul><li>Reports of interviews </li></ul><ul><li>General issues: </li></ul><ul><li>Conferences/seminars/exhibitions </li></ul><ul><li>Anniversaries of significant events </li></ul><ul><li>Production issues: </li></ul><ul><li>Productivity achievements </li></ul><ul><li>Employment changes </li></ul><ul><li>Capital investments </li></ul><ul><li>Financial issues: </li></ul><ul><li>Financial statements </li></ul><ul><li>Acquisitions </li></ul><ul><li>Sales/profit achievements </li></ul>12 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill
    34. 34. Values transferred from sponsorship categories Healthy Young Energetic Fast Vibrant Masculine Sophisticated Elite Discriminating Up-market Serious Pretentious Young Accessible Friendly Current Innovative Commercial Admirable Concerned Caring Intelligent Explosive Caring Concerned Explosive Sports High-brow arts Mass arts Social causes Environmental programs 13 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill
    35. 35. Exhibition objectives Maintain relationship Transmit benefits Remedy service problems Stimulate extra sales Maintain image Demonstrate products Gather competitive intelligence Widen experience Contact prospects Determine needs Transmit benefits Commit to follow-up or sale Contact prospects Foster image building Demonstrate products Gather competitive intelligence Selling objectives 4 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Current customers Non-selling objectives Potential Customers (prospects)
    36. 36. Ethical Considerations <ul><li>Misleading Advertising; influence on society values; targeting children. </li></ul><ul><li>Selling: Deception, hard sell, bribery, reciprocal buying. </li></ul><ul><li>Direct Marketing: Poorly targeted mail, timing and intrusiveness of calls, content of envelopes, invasion of privacy, (selling-on details). </li></ul><ul><li>Exhibitions and sales promotions/P.R.: Use of trade inducements, mal-redemption of coupons (not verifying), payments to third parties to endorse products. </li></ul>
    37. 37. Ethics in Personal Selling <ul><li>Potential for deception </li></ul><ul><li>Potential for a ‘hard sell’ </li></ul><ul><li>Bribery </li></ul><ul><li>Reciprocal Buying </li></ul>

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