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Marketing Management – Module IV
- 2. Marketing (Distribution) Channel Marketing channels are the distribution networks through which producer’s product flow to the market. A distribution channel is a system of relationships existing among businesses that participate in the process of buying & selling the products
- 3. Nature & Roles of Marketing Channels Transfer of Title Financing Exchange of Information Demand Forecasting Sales Promotion Market Expansion
- 4. Consumer Product Channels Manufacturer Manufacturer Manufacturer Manufacturer Consumer Consumer Consumer Consumer Retailer Retailer Retailer Wholesaler Wholesaler Agents 0 Level Channel 1 Level Channel 2 Level Channel 3 Level Channel
- 5. Industrial Product Channels Manufacturer Manufacturer Manufacturer Manufacturer Industrial Buyer Industrial Buyer Industrial Buyer Industrial Buyer Industrial Distributor Industrial Distributor AgentsAgents
- 6. Factors affecting selection of Distribution Channel Channel Objective ◦Convenience to Consumer ◦Product Characteristics ◦Company Factors ◦Competition ◦Product life cycle stage Intensity of Market Coverage ◦Intensive ◦Selective ◦Exclusive
- 7. Factors affecting selection of Distribution Channel Channel Terms & Conditions ◦Price policy & trade margins ◦Payment terms ◦Territorial demarcation Evaluation of Channel Alternatives Training Motivating Performance Evaluation
- 8. The Communication Process Sender Encoding Message Media Decoding Receiver ResponseFeedback Noise
- 9. What is Marketing Communication ? Creating a bridge between company and the costumer Things need to be Remembered What to say How to say Whom to say and How often (Frequency of Communication)
- 10. Promotional Objective ◦Introduction ◦Awareness Enhancement ◦Reinforcement ◦Expanding Market Share ◦Neutralizing Negative Perception
- 11. Promotion (Communication) Mix Tools which are used to communicate the product in the market are termed as a communication mix. The tools are as follow: ◦Advertising ◦Sales promotion ◦Public relations ◦Personal selling ◦Direct / Interactive Marketing ◦Word of mouth
- 12. Steps in developing effective communication Select the target audience Determine the communication objectives Decide on the budget Create a message Choose media Collect feedback
- 14. Advertising It is any paid form of non – personal presentation and promotion of ideas, goods, services by an identified sponsor.
- 15. Objectives of Advertising Sales Objective Communication Objective 90% Awareness 70% Knowledge 10% Trial 25% Preference 40% Liking 5% repurchase / regular use
- 16. Types of Advertising Media Print Media ◦Newspaper ◦Magazines Electronic Media ◦Television ◦Radio Out Door Media ◦Billboards ◦Posters ◦Pamphlets Other ◦Direct Mail or e-mail ◦Internet
- 17. Selection of Media Geographical coverage Type & quantity of audience reach Frequency with which it can touch the target audience Comparative cost Possibilities of using sound, color & movement
- 18. Sales Promotion Sales promotion are incentives tools used to boost sales. These can be offered at three stages ◦Customer level ◦ Price offs ◦ Extra grammage ◦ Freebies ◦ Coupons ◦ Samples ◦ Cash refunds ◦ prizes
- 19. Intermediaries level ◦Margins ◦Credits ◦Discounts ◦Free goods ◦Shelf space display incentives ◦Promotion allowances ◦Distribution of awards Internal Customers (sales force) ◦Bonuses ◦Contests ◦Awards & Prizes Sales Promotion
- 20. Public Relation The planned & sustained effort to establish and maintain goodwill between an organization & its publics
- 21. Tools of PR Publication in the form of press release, journals, brochures etc. Holding events like AGM, seminars, convocation etc. Conduct of trade shows, exhibitions. Sponsoring of social events, charities & community projects.
- 22. Personal Selling A personal presentation by a company’s representative to one or more than one prospect costumer in order to make sales and developing relationship with the customer.
- 23. Personal Selling Sales Presentation Sales Meeting Fairs and trade shows
- 24. Direct Marketing Direct communication to very specific individual / costumers in order to generate immediate result. Features Direct Communication Very specific Individual / Costumers To obtain immediate result
- 26. Marketing Information System Consists of people, equipment, and procedures that gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers
- 27. Input subsystems Output subsystems DD AA TT AA BB AA SS EE Accounting information system Marketing research subsystem Marketing intelligence subsystem Internal sources Environmental sources Product subsystem Place subsystem Promotion subsystem Price subsystem Integrated- mix subsystem Users DataData InformationInformation MKIS ModelMKIS Model
- 28. Marketing Research A systematic & objective process of collecting, recording and analyzing data to facilitate marketing decisions.
- 29. Research Process Problem Definition Planning Research Design Selection of Sample Collecting Data Analysing Data Formulating Conclusion & Preparing the Report
- 30. Presented by Dr. Dharmesh Motwani. Visit us online at www.TheStockker.com