تهدف الدورة الى:
- التعريف بأهمية معرفة مهارات البيع و التسويق
- سلم المشروع الناجح
- التسويق ودوره في ديمومة المشروع الناجح
- اهم الخطوات المتبعة في البيع و التسويق الناجح
- المؤثرات الخارجية في التسويق
- اسرار نجاح التسويق
9. Part (I):
1.Promotion Mix.
2.Personal & non-
personal
elements.
3.What is personal
selling?
4.Why personal
selling?
5.Promotion
Strategies.
5. Promotion
Strategies.
Produc
er
Distribution
Channels
Custom
er
promotion
efforts
demand
10. Part (I):
1.Promotion Mix.
2.Personal & non-
personal
elements.
3.What is personal
selling?
4.Why personal
selling?
5.Promotion
Strategies.
5. Promotion
Strategies.
Produc
er
Distribution
Channels
Custom
er
promotion efforts
demand
demand
19. Communication by marketers
that informs, persuades, and
reminds potential buyers of a
product in order to influence
an opinion or elicit a response
and then reassures.
404
The Principal Goals of
Promotion
20. PERSUADE
Objectives of Advertising
REMIND
INFORM
• Reminder
advertising strives
to reinforce
previous promotion
by keeping the
name of the
product before the
market
• Typically used in
the late maturity
and decline stage
of the product life
cycle
21. Promotional objectives
• To create an image
• To create awareness
• To encourage trial
• To support sales increases
• To inform about a feature or benefit
• To reassure
• To remind
• To modify attitudes
22. Stages in the
Adoption Process
•
awareness: customer is exposed to the product
•
interest: interest and information seeking
•
evaluation: assessment of the advantages and
disadvantages of the new product
•
trial: customer tries the product in low-risk situation;
may be a sample or test drive
•
adoption: customer decides to buy the product
•
confirmation: customer decides to stay with the
product; attempts dissonance reduction
23. Relating the Processes
Problem-solving steps
1. Becoming aware of
or interested in the
problem
2. Gathering
information about
possible solutions
3. Evaluating alterative
solutions
4. Deciding on the
appropriate solution
5. Evaluating the
decision
Adoption process steps
Awareness and interest
Interest and evaluation
Evaluation, maybe trial
Decision
Confirmation
Learning steps
Drive
Cues
Response
Reinforcement
24. Promotion and the Buyer Decision
Process
Most Effective Promotional Tool
Stages of the Consumer Buying Process
Problem (Need)
Recognition
Information
Seeking
Evaluation of
Alternatives
Postpurchase
Evaluation
ADVERTISING
Publicity
ADVERTISING
Personal Selling
PERSONAL
SELLING
SALES
PROMOTION
Personnel Selling
ADVERTISING
Personal Selling
Purchase
Decision
35. Advertising
Any paid form of non-personal presentation and
promotion of ideas, goods, or services
Advertising tools
Print (newspapers, magazines)
TV
Radio
Outdoor
Online
Mail
39. Advantages of Advertising
Low cost per contact.
Ability to reach potential visitors where
sales staff cannot.
Ability to create images that sales staff
cannot.
Prestige and impressiveness of mass-
media advertising.
40. Disadvantages of Advertising
Inability to close sales
Ability for visitor to ignore advertising
messages.
Difficulties in getting immediate
response and action.
Difficulties in getting quick feedback
Relatively high waste factor.
41. Characteristics of Advertising
Communication Mode
Communication Control
Feedback Amount
Feedback Speed
Message Flow Direction
Message Content Control
Sponsor Identification
Reaching Large Audience
Message Flexibility
A. Advertising
Indirect and non-personal
Low
Little
Delayed
One-way
Yes
Yes
Fast
Same message to all audiences
419 Learning
Objective
Describe the
communication process.
42. Media Alternatives
• Television
– Creative opportunities and flexibility (video &
audio)
– Reaches wide, diverse audience
– Demographic selectivity with cable
– Relatively costly
45. • Magazines
– High quality graphic reproduction
– Demographic and regional
selectivity
– Relatively long advertising life
– Cost per contact is relatively high
– Infrequency (weekly, monthly)
– الرياضية المجالت
Media Alternatives
46. • Newspapers
– Geographical flexibility & reach potential
– Excellent local medium
– Production costs rising
– Competition from online sources
Media Alternatives
47. Print Advertising (Newspapers,
Magazines)
• Most Advertisers budget more for print than any other
media
• Works mainly to promote sales promotions
• Anatomy:
– Headline
– Sub headline
– Copy – choose the font that serves the message
– Visual
– Caption
– Trademark
– Signature
– Slogan
48. • Outdoor media
– Roadside billboards, transit
signs, outdoor benches,
– Flexible, low-cost, geographic
selectivity
– Good reach & frequency
Media Alternatives
49. • Internet
– Good visuals, audio
– Interactivity!
– Technologically innovative
– Still evolving, difficult to measure
impact
http://www.
amazon.co
m
Media Alternatives
50. Online Advertising
• Types:
– Website = company brochure
– Banner Ads = billboard where you use
your logo, one simple message and
max. couple lines of body copy
– N.B
• Refresh Your Content Regularly
• Deliver fascinating and attractive content
51. المتقدمة المهارات أكاديمية
/
التسويق دورة
الفعال
Profiles of major media
types
Print -
Newspap
er
Flexibility; timeliness; good local market
coverage; broad acceptability;
believability
Short life; poor production
quality
Television Good mass-market coverage; low cost
per exposure; combines sight, sound,
and motion; appealing to the senses
High absolute cost; high
clutter; less audience
selectivity
Radio Good local acceptance; high geographic
and demographic selectivity; low cost
Audio only; low attention
(“half heard”); fragmented
audiences
Print -
Magazine
High geographic and demographic
selectivity; credibility and prestige;
quality production; long life; good pass-
along
high cost; no guarantee of
position
Outdoor Flexibility; high repeat exposure; low
cost; low message competition; good
positional selectivity
Little audience selectivity;
creative limitations
Online High selectivity; low cost; immediacy;
interactive capabilities
Small, demographically
skewed audience; low
impact; audience controls
exposure
Medium Advantages Limitations
52. Advertising Media
Traditional
Advertising Media
Electronic
Advertising Media
Television
Radio
Newspapers
Magazines
Books
Direct mail
Billboards
Transit cards
Internet
Computer modems
Fax machines
406 Learning
Objective 2
Discuss the elements
of the promotional mix.
53. Outdoor (Billboards, Banners
and Signs)
• It must be read in a hurry
• It is geographically specific
• It directs people to your business location
• Placing it in front of competitor location IS
SMART
• Design should include 2 main sections: 1-
Header to catch attention from far, 2- essential
information
57. Flyers
•Flyers are generally distributed to a general audience
and use a variety of inexpensive distribution systems.
•Posted on windows
•Left in offices & businesses
•Mailed to prospective students