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Chapter 12

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Chapter 12

  1. 1. Developing Distribution and Promotional Strategies
  2. 2. Distributing Products Distribution Strategies Marketing Intermediaries
  3. 3. Wholesalers and Retailers <ul><li>Match buyers and sellers </li></ul><ul><li>Provide market information </li></ul><ul><li>Offer promotional and sales support </li></ul><ul><li>Gather an assortment of goods </li></ul><ul><li>Transport and store products </li></ul><ul><li>Assume risks </li></ul><ul><li>Provide financing </li></ul>
  4. 4. How Intermediaries Simplify Commerce
  5. 5. Alternative Distribution Channels Business Goods and Services Consumer Goods and Services Producer Producer Producer Producer Producer Agent/Broker Wholesaler Wholesaler Retailer Retailer Retailer Consumer Consumer Consumer Consumer Consumer
  6. 6. Channel Selection Market Coverage Cost Control Channel Conflict
  7. 7. Managing Distribution Forecasting Order Processing Inventory Control Warehousing Materials Handling Transportation
  8. 8. Distribution Strategy and the Internet Improve Efficiency Expand Market Reach
  9. 9. Promotional Strategies Promotional Goals Product Variables Promotional Mix
  10. 10. Setting Promotional Goals Informing Reminding Persuading
  11. 11. Analyzing Product Variables Nature of the Product Price of the Product Product’s Position in the Life Cycle
  12. 12. Choosing a Marketing Approach Communication Flow Push Strategy Pull Strategy Communication Flow Wholesaler Retailer Consumer Producer Wholesaler Retailer Consumer Producer
  13. 13. Selecting the Promotional Mix Personal Selling Advertising Direct Marketing Sales Promotion Public Relations
  14. 14. Personal Selling Process Prospecting 1 Preparing 2 Approaching 3 Presenting 4 Handling Objections 5 Closing 6 Following Up 7
  15. 15. Advertising and Direct Marketing Product Awareness Product Image Consumer Demand
  16. 16. Direct Marketing Vehicles Direct Mail Target E-mail Telemarketing Internet
  17. 17. Advertising Categories National Local Cooperative Product Institutional
  18. 18. Major Advertising Media Radio Magazines Internet Newspapers Television Direct Mail
  19. 19. Sales Promotion Consumer Promotion Trade Promotion
  20. 20. Consumer Sales Promotion <ul><li>Coupons </li></ul><ul><li>Rebates </li></ul><ul><li>Point-of-Purchase </li></ul><ul><li>Special-Event Sponsoring </li></ul><ul><li>Cross Promotions </li></ul><ul><li>Samples </li></ul><ul><li>Premiums </li></ul><ul><li>Specialty Advertising </li></ul>
  21. 21. Trade Promotions Contests or Sweepstakes Trade Allowances Travel Bonus Programs Display Premiums
  22. 22. Public Relations News Release News Conference Product Demonstrations Important News Media Questions
  23. 23. Integrated Marketing Communications IMC Public Relations Personal Selling Advertising Direct Marketing Sales Promotion Effectiveness Consistency Impact Clarity

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