Certified professional marketing manager 3

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Certified professional marketing manager Program.

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Certified professional marketing manager 3

  1. 1. Certified Professional Marketing Manager Program<br />Part Three<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  2. 2. What makes advertising good or different?<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  3. 3. Selecting Advertising Media<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  4. 4. Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  5. 5. The Four Major Mass Media Vehicles<br />
  6. 6. Assessing Advertising Effectiveness<br />Measurement of the effectiveness of Advertising (Whether it leads to increased sales activity). They are unique in that all the relevant data is collected by a single source, processed, and then made available in a readily usable format to retailers and manufacturers Single source systems<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  7. 7. Direct Advertising<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  8. 8. Comparative Strengths and Weaknesses of Major Advertising Media<br />Exhibit 300.21 Page 44<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  9. 9. Sales Promotion<br />The use of any incentive by a manufacturer to induce the trade (wholesale and retailers) and /or consumers to buy and to encourage the sales force to aggressively sell it.<br /><ul><li> Incentives are additions not substitutes
  10. 10. The Target of the incentive maybe the trade, final consumer, the sales </li></ul> force or all three parties<br /><ul><li>The incentive changes a brand’s perceived price/value, but only temporarily</li></ul>Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  11. 11. The Shift from Advertising to Sales Promotion<br />Trade Allowances (Trade Deals): Come in a variety of forms and are offered to retailers simply for purchasing the manufacturer’s brand or for performing activities in sup-manufacturer’s brand.<br />Push Vs Pull <br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  12. 12. Factors Giving Rise to the Growth of Sales Promotions<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  13. 13. Sales Promotion Capabilities<br />
  14. 14. Sales Promotion Limitations<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  15. 15. Trade Promotions: Roles and Objectives<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  16. 16. Forward Buying (Bridge Buying)<br />Retailers purchase enough product during a manufacturer’s off-invoice allowance period to carry the retailers over until the manufacturer’s next.<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  17. 17. Consumer Sales Promotions: Roles and Objectives<br />Exhibit 300.24<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  18. 18. Public Relations<br />Is the Marketing Communications Tool that is uniquely suited to fostering goodwill between a company and its various publics<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  19. 19. P.R. can accomplish<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  20. 20. P.R.’s Various Publics<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  21. 21. Proactive/ Reactive Marketing Public Relations<br />Proactive MPR: Offensively rather than defensively oriented, and opportunity seeking rather than problem solving. The major role of proactive MPR is in of product introductions or product revisions<br />Reactive MPR: Form of defensively oriented Public Relations that deals with developments (such as product defects or flaws) having negative consequences for the organization. Reactive MPR aims to repair a company’s reputation, prevent market erosion and regain lost sales <br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  22. 22. Sponsorship Marketing<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  23. 23. Event Marketing<br />ERM: Form of brand promotion that ties a brand to a meaningful cultural, social, athletic or other type of high-interest public activity..<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  24. 24. Cause Related Marketing<br />Form of corporate philanthropy that links a company’s contributions (usually monetary) to a predestined worthy cause with the purchasing<br />Page (51)<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  25. 25. Consumer Behavior<br />Is the process by which individuals or groups select, use or dispose of goods, services, ideas or experiences to satisfy their needs and wants <br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  26. 26. 3 Consumer Roles<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  27. 27. Consumer Needs and Wants<br />Needs are unsatisfactory conditions of the consumer that prompts him/her to an action that will make the condition better<br />Wants occur when human “desire” to take the physical and psychological conditions beyond the state of minimal comfort<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  28. 28.
  29. 29. Psychographics: Describing Consumer Behavior<br />Characteristics of an individual that describe him/her in terms of their psychological and behavioral profile <br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  30. 30. Values<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  31. 31. List of Values: Lynn Kahle<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  32. 32. Value Groups<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  33. 33. Self Image/ Concept<br />Actual Self<br />Ideal Self<br /> Self concept deeply influences people’s consumption, for people express their self-concept in large measure by what they “consume”<br />Self Concept<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  34. 34. Life Styles<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  35. 35. Attitude<br />“Learned predispositions to respond to an object or class of objects in a consistently favorable or unfavorable way”<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  36. 36. Attitudes<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  37. 37. Individual Consumer Decision Making<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  38. 38. Customer Decision Making Process<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />
  39. 39. Household Decision Making<br />Bayan Shadaideh- CSMP-CSMM For ACC Jordan 2010<br />

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