The document discusses advertising and sales promotion. It covers setting advertising objectives like introducing new products or positioning brands. It also discusses choosing media types, planning messages, and measuring effectiveness. For sales promotion, it outlines positives like immediate results or growth but also negatives like eroding brand loyalty or being hard to manage. Key terms covered include things like institutional advertising, product advertising types, advertising allowances, and cooperative advertising.
The document discusses key concepts in marketing including:
1) Marketing involves creating, communicating, and delivering value to customers and managing customer relationships in a way that benefits the organization.
2) Marketers must make decisions around product, price, place, and promotion to satisfy customer needs and capture value.
3) Marketing impacts stakeholders inside and outside organizations and helps create value for customers.
The document discusses marketing ethics and corporate social responsibility. It provides learning objectives about why marketers have to consider ethics, what constitutes a socially responsible firm, how to make ethical decisions, and how to integrate ethics into marketing strategy. It then presents several scenarios to illustrate ethical issues marketers may face and discusses frameworks for ethical decision-making.
The document discusses analyzing a company's marketing environment. It describes how customers, competitors, and other external factors influence marketing strategy. It also explains how marketers must consider macroenvironmental trends, such as demographics, technology, and social issues when making decisions. Additionally, the document outlines how corporate social responsibility programs can benefit stakeholders.
The document discusses pricing strategies and concepts. It introduces the five C's of pricing - company objectives, customers, costs, competition, and channel members. It explains concepts like demand curves, price elasticity, variable and fixed costs, and break-even analysis. The goal is to help firms set prices that maximize profits by understanding how price impacts sales and the factors that influence customers' price sensitivity.
The document discusses marketing research and related concepts. It provides learning objectives about how marketers use information systems, potential ethical issues in research, and the steps of conducting research. It also discusses types of data, research methods, and challenges in research. Examples are provided about companies conducting exploratory research and redesigning stores based on research. Key terms are defined in a glossary.
This document discusses market segmentation, targeting, and positioning. It begins by outlining the learning objectives which are to understand how firms decide on a segmentation strategy, determine the best segmentation method, evaluate segment attractiveness, and understand positioning. It then provides examples of different segmentation bases including demographic, geographic, psychographic, benefit, and loyalty segmentation. The document also outlines the steps to evaluate segment attractiveness and select a target market, and discusses developing a positioning strategy through identifying values, symbols, and competition. Key terms are defined in a glossary at the end.
The document discusses key concepts in services marketing. It introduces the Gaps Model, which identifies four gaps that can lead to unmet customer expectations: the knowledge gap, standards gap, delivery gap, and communications gap. It also discusses the importance of understanding customer expectations and perceptions of service quality. Firms aim to meet or exceed expectations to provide a satisfactory customer experience.
The document discusses key concepts in marketing including:
1) Marketing involves creating, communicating, and delivering value to customers and managing customer relationships in a way that benefits the organization.
2) Marketers must make decisions around product, price, place, and promotion to satisfy customer needs and capture value.
3) Marketing impacts stakeholders inside and outside organizations and helps create value for customers.
The document discusses marketing ethics and corporate social responsibility. It provides learning objectives about why marketers have to consider ethics, what constitutes a socially responsible firm, how to make ethical decisions, and how to integrate ethics into marketing strategy. It then presents several scenarios to illustrate ethical issues marketers may face and discusses frameworks for ethical decision-making.
The document discusses analyzing a company's marketing environment. It describes how customers, competitors, and other external factors influence marketing strategy. It also explains how marketers must consider macroenvironmental trends, such as demographics, technology, and social issues when making decisions. Additionally, the document outlines how corporate social responsibility programs can benefit stakeholders.
The document discusses pricing strategies and concepts. It introduces the five C's of pricing - company objectives, customers, costs, competition, and channel members. It explains concepts like demand curves, price elasticity, variable and fixed costs, and break-even analysis. The goal is to help firms set prices that maximize profits by understanding how price impacts sales and the factors that influence customers' price sensitivity.
The document discusses marketing research and related concepts. It provides learning objectives about how marketers use information systems, potential ethical issues in research, and the steps of conducting research. It also discusses types of data, research methods, and challenges in research. Examples are provided about companies conducting exploratory research and redesigning stores based on research. Key terms are defined in a glossary.
This document discusses market segmentation, targeting, and positioning. It begins by outlining the learning objectives which are to understand how firms decide on a segmentation strategy, determine the best segmentation method, evaluate segment attractiveness, and understand positioning. It then provides examples of different segmentation bases including demographic, geographic, psychographic, benefit, and loyalty segmentation. The document also outlines the steps to evaluate segment attractiveness and select a target market, and discusses developing a positioning strategy through identifying values, symbols, and competition. Key terms are defined in a glossary at the end.
The document discusses key concepts in services marketing. It introduces the Gaps Model, which identifies four gaps that can lead to unmet customer expectations: the knowledge gap, standards gap, delivery gap, and communications gap. It also discusses the importance of understanding customer expectations and perceptions of service quality. Firms aim to meet or exceed expectations to provide a satisfactory customer experience.
The document discusses integrated marketing communications (IMC). It explains that promotion involves communicating value to existing and prospective customers using various tools. An effective IMC strategy requires identifying target audiences, determining objectives, designing clear messages, deciding on appropriate media mixes, establishing budgets, implementing the strategy, and assessing effectiveness. The document provides examples of different promotional tools and principles for ensuring promotional messages are strategically integrated to communicate consistent value.
This document is a report submitted to Prof. Govindrajan that measures the brand equity of Dove soap. It contains an executive summary that outlines the advantages of brand equity, describes two models used to measure brand loyalty, and discusses leveragability and brand equity calculations. The findings show that Dove has strong brand recognition but a weak supply chain. It recommends that Dove improve its supply chain, work on campaigns people can relate to more, and expand into product categories like antiseptic soaps that show high leveragability.
This document discusses innovation and new product development. It introduces key concepts like the diffusion of innovation theory, product life cycle, and strategies for different stages. The document also outlines the new product development process from idea generation through evaluation. It describes methods like internal R&D, customer input, concept testing, and market testing that firms use to create new products and services.
10 THINGS TO THINK ABOUT TO ACHIEVE THE GREATEST BRAND IMPACT ONLINE Anton Razumov
The document provides 10 tips for achieving the greatest brand impact online through digital advertising. Some key points include: ensuring the brand is prominently displayed on every frame; making each frame stand on its own to communicate messaging; being mindful of "reveal" ads which are often ineffective; keeping messaging simple; avoiding ads that make viewers work for the message; using interactive elements appropriately; and including product shots and human presence while also displaying the brand name outside of just product shots. The overall tips are focused on strong brand visibility and simple, clear messaging in digital advertising.
1) Managing brands as a coordinated portfolio helps companies avoid wasting resources on overlapping products and marketing, and refocusing on stronger brands. However, companies often react to growth pressures by expanding brands rather than pruning them.
2) This proliferation of brands across many industries has made it harder to define customer segments and positions brands distinctly. It also increases marketing and operational complexity costs.
3) To thrive, companies must resist launching new brands and instead focus on strengthening fewer brands in a synchronized portfolio approach. This allows them to retain customers who shift between product types while saving costs.
The document discusses business-to-business (B2B) marketing. It outlines the learning objectives which are to understand how B2B firms segment markets, how B2B buying differs from consumer buying, factors that influence the B2B buying process, and how the internet has changed B2B marketing. It then discusses the various types of B2B markets including manufacturers, resellers, institutions, and government. It also outlines the typical 6-step B2B buying process and factors that influence it like organizational culture and buying situations. Finally, it discusses how the internet has impacted B2B marketing and purchasing.
This working paper explores organizational structures in the fast moving consumer goods (FMCG) sector in the UK. It discusses how companies have implemented structures to better integrate retailer-focused sales departments and brand-focused marketing departments in response to increasing retailer power. Specifically, it examines the roles of trade marketing and category management in integrating sales and marketing strategies and functions. The paper is part of a broader study on the antecedents and consequences of sales-marketing integration within companies.
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This document provides an overview of pricing strategies and concepts. It defines key terms like price, value, demand curve, elasticity, costs, revenues, and profit. It also describes different approaches to setting prices, such as skimming, penetration, prestige pricing as well as cost-based, target-based and competition-based approaches. The document outlines objectives and constraints in price-setting and provides examples to illustrate pricing concepts.
The document discusses the concept of brand valuation and how Millward Brown Optimor calculates brand value based on both consumer research data and financial analysis to determine the portion of corporate earnings attributable to the brand. It outlines the 3 step process of determining intangible brand earnings, the brand's contribution to those earnings based on consumer perceptions, and applying a brand multiple based on growth potential. The methodology aims to quantify a brand's true intrinsic value based on its ability to generate demand rather than current market conditions.
This document provides an overview of advertising and sales promotion. It defines advertising and discusses its objectives such as promoting sales and creating demand. It also outlines the key aspects of the advertising management process including setting objectives and budgets, developing strategies, selecting media, and measuring effectiveness. The document further explains various sales promotion techniques targeted at customers, the sales force, and trade partners. It discusses setting sales promotion objectives and strategies.
This document discusses various marketing communication strategies including advertising, public relations, sales promotions, and direct marketing. It provides definitions and examples of each strategy. Specifically, it defines advertising as a paid, mass communication involving an identified sponsor. Sales promotions are defined as short-term incentives to encourage trial or purchase and can include price discounts, premiums, and contests. The document also discusses integrating these various communication strategies to build a brand and achieving marketing communication objectives.
This document discusses advertising and sales promotion. It begins by defining advertising as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. The objectives of advertising include creating brand awareness, preference, conviction to purchase, and stimulating repeat purchases. Sales promotion consists of short-term incentives to encourage quicker or greater purchase, and objectives include introducing new products and increasing sales. Common consumer promotion tools include samples, coupons, and contests while trade tools include discounts, free goods, and allowances. Advertising has long-term policies while sales promotion fills gaps with short-term policies.
This document provides an overview of advertising and sales management. It includes chapters on advertising, advertising as a communication process, advertising campaigns, advertising media, creative strategy, evaluation of advertisements, and advertising agencies. It also includes an introduction to sales management, sales organization structure, managing distribution channels, and managing sales personnel. The document contains definitions of key terms, descriptions of concepts and processes, and guidelines. It serves as a reference for understanding advertising and sales management topics.
The document discusses various aspects of advertising and sales promotion strategies, including:
- The different types of marketing communications and their pros and cons, such as advertising, personal selling, publicity, and sales promotions.
- Key considerations in developing an advertising strategy such as identifying the target market, setting objectives, determining budget, selecting media, creating messages, and evaluating effectiveness.
- Factors to consider when implementing a sales promotion strategy, including incentives aimed at consumers versus retailers and the trade channel.
The document discusses various aspects of advertising and sales promotion. It defines different types of marketing communications including advertising, sales promotion, public relations, direct marketing, and personal selling. It then covers why advertising is used, common sources for different types of advertising and sales promotion, and characteristics of each approach. The document also discusses product advertising, comparative advertising, reminder advertising, retail advertising, co-operative advertising, and institutional advertising. It concludes by reviewing factors to consider for media selection and advantages and disadvantages of various media channels.
The document discusses recruitment and selection processes. It defines recruitment as attracting candidates to jobs and selection as hiring the right person for the right job. The process involves planning, locating prospective candidates through internal and external sources, evaluating applicants through screening, interviews, testing and reference checks, making a selection decision and job offer. It also discusses recruitment and selection objectives and strategies, different recruitment and selection systems, and concludes that filling vacancies with right people at the right cost achieves organizational goals.
Consumer behavior is studied based on concepts from psychology, sociology, anthropology, marketing, and economics. It is important to study consumer behavior because customers can no longer be taken for granted. Failure rates of new products are high, with only 56% of new products remaining on the market after 5 years and only 8% of new concepts making it to market, with 83% of those failing to meet objectives. All managers must become skilled at analyzing consumer motivation and behavior in order to succeed.
The document discusses key concepts in consumer behavior including why it is important to study, factors that influence purchasing decisions, and challenges in marketing to different cultures. It notes that failure rates of new products are high, that consumer motivation and behavior must be analyzed, and that standardizing marketing across cultures is difficult due to differences in tastes and habits. Examples of lost in translation marketing messages that had unintended meanings in other cultures are also provided.
The document discusses integrated marketing communications (IMC). It explains that promotion involves communicating value to existing and prospective customers using various tools. An effective IMC strategy requires identifying target audiences, determining objectives, designing clear messages, deciding on appropriate media mixes, establishing budgets, implementing the strategy, and assessing effectiveness. The document provides examples of different promotional tools and principles for ensuring promotional messages are strategically integrated to communicate consistent value.
This document is a report submitted to Prof. Govindrajan that measures the brand equity of Dove soap. It contains an executive summary that outlines the advantages of brand equity, describes two models used to measure brand loyalty, and discusses leveragability and brand equity calculations. The findings show that Dove has strong brand recognition but a weak supply chain. It recommends that Dove improve its supply chain, work on campaigns people can relate to more, and expand into product categories like antiseptic soaps that show high leveragability.
This document discusses innovation and new product development. It introduces key concepts like the diffusion of innovation theory, product life cycle, and strategies for different stages. The document also outlines the new product development process from idea generation through evaluation. It describes methods like internal R&D, customer input, concept testing, and market testing that firms use to create new products and services.
10 THINGS TO THINK ABOUT TO ACHIEVE THE GREATEST BRAND IMPACT ONLINE Anton Razumov
The document provides 10 tips for achieving the greatest brand impact online through digital advertising. Some key points include: ensuring the brand is prominently displayed on every frame; making each frame stand on its own to communicate messaging; being mindful of "reveal" ads which are often ineffective; keeping messaging simple; avoiding ads that make viewers work for the message; using interactive elements appropriately; and including product shots and human presence while also displaying the brand name outside of just product shots. The overall tips are focused on strong brand visibility and simple, clear messaging in digital advertising.
1) Managing brands as a coordinated portfolio helps companies avoid wasting resources on overlapping products and marketing, and refocusing on stronger brands. However, companies often react to growth pressures by expanding brands rather than pruning them.
2) This proliferation of brands across many industries has made it harder to define customer segments and positions brands distinctly. It also increases marketing and operational complexity costs.
3) To thrive, companies must resist launching new brands and instead focus on strengthening fewer brands in a synchronized portfolio approach. This allows them to retain customers who shift between product types while saving costs.
The document discusses business-to-business (B2B) marketing. It outlines the learning objectives which are to understand how B2B firms segment markets, how B2B buying differs from consumer buying, factors that influence the B2B buying process, and how the internet has changed B2B marketing. It then discusses the various types of B2B markets including manufacturers, resellers, institutions, and government. It also outlines the typical 6-step B2B buying process and factors that influence it like organizational culture and buying situations. Finally, it discusses how the internet has impacted B2B marketing and purchasing.
This working paper explores organizational structures in the fast moving consumer goods (FMCG) sector in the UK. It discusses how companies have implemented structures to better integrate retailer-focused sales departments and brand-focused marketing departments in response to increasing retailer power. Specifically, it examines the roles of trade marketing and category management in integrating sales and marketing strategies and functions. The paper is part of a broader study on the antecedents and consequences of sales-marketing integration within companies.
International marketing mgt & researchsmumbahelp
Dear students get fully solved assignments
Send your semester & Specialization name to our mail id :
help.mbaassignments@gmail.com
or
call us at : 08263069601
This document provides an overview of pricing strategies and concepts. It defines key terms like price, value, demand curve, elasticity, costs, revenues, and profit. It also describes different approaches to setting prices, such as skimming, penetration, prestige pricing as well as cost-based, target-based and competition-based approaches. The document outlines objectives and constraints in price-setting and provides examples to illustrate pricing concepts.
The document discusses the concept of brand valuation and how Millward Brown Optimor calculates brand value based on both consumer research data and financial analysis to determine the portion of corporate earnings attributable to the brand. It outlines the 3 step process of determining intangible brand earnings, the brand's contribution to those earnings based on consumer perceptions, and applying a brand multiple based on growth potential. The methodology aims to quantify a brand's true intrinsic value based on its ability to generate demand rather than current market conditions.
This document provides an overview of advertising and sales promotion. It defines advertising and discusses its objectives such as promoting sales and creating demand. It also outlines the key aspects of the advertising management process including setting objectives and budgets, developing strategies, selecting media, and measuring effectiveness. The document further explains various sales promotion techniques targeted at customers, the sales force, and trade partners. It discusses setting sales promotion objectives and strategies.
This document discusses various marketing communication strategies including advertising, public relations, sales promotions, and direct marketing. It provides definitions and examples of each strategy. Specifically, it defines advertising as a paid, mass communication involving an identified sponsor. Sales promotions are defined as short-term incentives to encourage trial or purchase and can include price discounts, premiums, and contests. The document also discusses integrating these various communication strategies to build a brand and achieving marketing communication objectives.
This document discusses advertising and sales promotion. It begins by defining advertising as any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. The objectives of advertising include creating brand awareness, preference, conviction to purchase, and stimulating repeat purchases. Sales promotion consists of short-term incentives to encourage quicker or greater purchase, and objectives include introducing new products and increasing sales. Common consumer promotion tools include samples, coupons, and contests while trade tools include discounts, free goods, and allowances. Advertising has long-term policies while sales promotion fills gaps with short-term policies.
This document provides an overview of advertising and sales management. It includes chapters on advertising, advertising as a communication process, advertising campaigns, advertising media, creative strategy, evaluation of advertisements, and advertising agencies. It also includes an introduction to sales management, sales organization structure, managing distribution channels, and managing sales personnel. The document contains definitions of key terms, descriptions of concepts and processes, and guidelines. It serves as a reference for understanding advertising and sales management topics.
The document discusses various aspects of advertising and sales promotion strategies, including:
- The different types of marketing communications and their pros and cons, such as advertising, personal selling, publicity, and sales promotions.
- Key considerations in developing an advertising strategy such as identifying the target market, setting objectives, determining budget, selecting media, creating messages, and evaluating effectiveness.
- Factors to consider when implementing a sales promotion strategy, including incentives aimed at consumers versus retailers and the trade channel.
The document discusses various aspects of advertising and sales promotion. It defines different types of marketing communications including advertising, sales promotion, public relations, direct marketing, and personal selling. It then covers why advertising is used, common sources for different types of advertising and sales promotion, and characteristics of each approach. The document also discusses product advertising, comparative advertising, reminder advertising, retail advertising, co-operative advertising, and institutional advertising. It concludes by reviewing factors to consider for media selection and advantages and disadvantages of various media channels.
The document discusses recruitment and selection processes. It defines recruitment as attracting candidates to jobs and selection as hiring the right person for the right job. The process involves planning, locating prospective candidates through internal and external sources, evaluating applicants through screening, interviews, testing and reference checks, making a selection decision and job offer. It also discusses recruitment and selection objectives and strategies, different recruitment and selection systems, and concludes that filling vacancies with right people at the right cost achieves organizational goals.
Consumer behavior is studied based on concepts from psychology, sociology, anthropology, marketing, and economics. It is important to study consumer behavior because customers can no longer be taken for granted. Failure rates of new products are high, with only 56% of new products remaining on the market after 5 years and only 8% of new concepts making it to market, with 83% of those failing to meet objectives. All managers must become skilled at analyzing consumer motivation and behavior in order to succeed.
The document discusses key concepts in consumer behavior including why it is important to study, factors that influence purchasing decisions, and challenges in marketing to different cultures. It notes that failure rates of new products are high, that consumer motivation and behavior must be analyzed, and that standardizing marketing across cultures is difficult due to differences in tastes and habits. Examples of lost in translation marketing messages that had unintended meanings in other cultures are also provided.
Selection is the most important function of HR as it ensures an organization hires the right people for the right jobs at the right time. The selection process involves multiple steps including preliminary interviews, tests, employment interviews, reference checks, physical examinations, and job offers. Different selection tools are used such as application forms, interviews, aptitude tests, and personality tests. An effective selection process is important as it provides qualified workers, reduces training costs, and avoids personnel problems.
The document discusses recruitment and selection processes at IMS Learning Resources Pvt. Ltd. It begins by outlining the objectives of studying their employee hiring process. It then describes the research methodology and importance/scope of the project. The document discusses internal and external factors that affect recruitment. It provides details on various internal sources of recruitment like current employees, former employees, and referrals. It also discusses external sources such as employment exchanges, advertisements, professional associations, and campus recruitment. The summary highlights the key topics and goals covered in the recruitment and selection case study.
The document discusses consumer buying behavior and the factors that influence consumer purchase decisions. It outlines a simple model of consumer behavior involving marketing stimuli, the buyer's black box of characteristics and decision making processes, and the buyer's response. It then discusses the psychological, social, cultural, and personal characteristics affecting consumer behavior and lists the stages in the buyer decision process.
Recruitment and selection powerpoint presentationAndrew Schwartz
The document discusses recruitment and selection strategies. It outlines the program objectives which include becoming an expert in the employment process, creating an effective recruitment strategy, employing valuable recruitment methods, selecting the right employees through an objective process, benchmarking against competitors, and attaining higher retention rates. It then defines recruitment as the process of attracting, screening, and selecting candidates, and discusses using competencies to assess candidates. The remainder of the document provides guidance on developing a recruitment strategy including aligning stakeholders, considering market conditions, methods for recruiting, evaluating applications, interviews and references, making a final selection, assessing strategies, addressing legal issues, and next steps.
Sprylogic Technologies is a private software company established in 2006 that follows a defined recruitment and selection process. The process begins with recruitment to acquire qualified applicants, followed by screening and selection tests to identify the best candidates. Selection involves preliminary interviews, tests to assess abilities, employment interviews, background and reference checks, and making a final selection decision. The company has an opportunity to adopt additional assessment tools like psychometric testing to better understand candidates. Overall, Sprylogic Technologies has sound recruitment and selection policies to acquire skilled employees and expand its business operations.
Understand and Differentiate between strategic recruitment and selection.
Identify the dual goals of recruiting.
Comprehend recruitment process from organizational as well as individual perspective.
Identify what strategic decisions are involved in recruiting.
Explain the major recruitment methods and analyze their advantages and disadvantages.
Identify the basic selection criteria.
Design and administer an effective selection process.
Evaluate the three methods e.g., information gathering, tests and interviewing used in employee selection.
Appreciate varied contemporary interviewing techniques used by interviewers.
Design interview form and evaluation matrix.
This chapter discusses retailers' and wholesalers' marketing strategies. It outlines different types of retailers including conventional retailers that offer a single product line and non-conventional retailers like internet merchants. It also discusses wholesalers and different types like merchant wholesalers that own products and agent middlemen that do not own products. The chapter objectives are to understand retailers' and wholesalers' planning, types of companies in the channel systems, and factors affecting consumers' retail choices.
The chapter discusses the roles of marketing in the global economy. It defines micro-marketing as activities that seek to accomplish an organization's objectives by anticipating customer needs, while macro-marketing is a social process that directs an economy's flow of goods and services to match supply and demand. Marketing facilitates production and consumption by overcoming discrepancies caused by specialization, spatial and time separation, and differences in information, values, and ownership. A well-functioning macro-marketing system includes producers, middlemen, facilitators, and consumers.
This chapter discusses business and organizational customers and their buying behavior. It identifies different types of business customers like manufacturers, service firms, retailers, wholesalers, and governments. It explains that organizational buying often involves multiple influencers and a buying center made up of users, buyers, and decision makers. The chapter also outlines different organizational buying processes like new task buying, modified rebuy, and straight rebuy. It describes basic buying methods and different types of buyer-seller relationships that can develop. Finally, it provides an overview of key terms related to organizational and business-to-business purchasing.
This document contains chapter 1 from the textbook "Basic Marketing: A Global-Managerial Approach" by William D. Perreault Jr. and E. Jerome McCarthy. The chapter introduces key concepts about marketing, including:
- The definition of micro-marketing as activities to meet organizational objectives by anticipating customer needs, and macro-marketing as the social process directing economic flows to match supply and demand.
- How centralized markets and middlemen emerged to facilitate exchange as needs increased and the number of transactions grew.
- The six stages of marketing in economic development, from self-supporting agriculture to exporting manufactured goods.
- How marketing is needed to overcome discrepancies between production and consumption like differences in
The document discusses the changing media landscape and strategies for developing effective media plans. Some key points include: 1) Traditional media will still be important but have a reduced budget share as new media like social media and mobile grow in influence. 2) Developing a media plan requires analyzing objectives and strategies for target audiences, scheduling, and creative aspects. 3) Media selection considers objectives, budgets, and product characteristics. 4) Reach and frequency goals must account for duplicated and unduplicated exposure across media.
The document discusses the key steps in designing and executing an advertising campaign, including identifying the target audience, setting objectives, determining budget, conveying the message, evaluating media, creating ads, and assessing impact. It also covers the objectives of advertising such as to inform, persuade, and remind consumers. Additionally, it identifies different types of advertising appeals and media channels that can be used.
The document discusses developing integrated marketing communication programs. It outlines the steps to developing an advertising program, including setting objectives, deciding on budget, developing the campaign, choosing media, and making measurement plans. It also discusses how to make sales promotion decisions by establishing objectives, selecting tools, developing the program, pretesting, implementing, and evaluating results. The document provides guidelines for effective brand-building events and experiences, and outlines how companies can exploit public relations and publicity potential by establishing objectives, choosing messages and vehicles, implementing, and evaluating results.
The document discusses developing marketing strategies and marketing plans. It covers topics like SWOT analyses, segmentation targeting and positioning, the marketing mix, growth strategies, scenario planning, and developing a sustainable competitive advantage. The five steps to creating a marketing plan are defined as: 1) defining the mission/vision, 2) situation analysis using SWOT, 3) identifying opportunities using STP, 4) implementing the marketing mix, and 5) evaluating performance and making adjustments.
The document discusses integrated marketing communications (IMC), including its growth and principles. IMC coordinates promotional tools like advertising, sales promotion, public relations, direct marketing, and interactive marketing to provide consistent messaging across touchpoints. The document provides examples of companies using IMC through various channels and concludes with an IMC planning model that involves analyzing the situation, setting objectives and strategies, integrating tactics, and evaluating performance.
This document provides an overview of key concepts regarding advertising, sales promotion, and public relations. It discusses the different types of advertisements, the steps to develop an advertising program, how to evaluate advertising effectiveness, various sales promotion techniques, the role of public relations, and the importance of self-regulation. The goal is to explain the differences between key concepts and understand how to develop, execute, and analyze various promotional strategies and tools.
An introduction to integrated marketing communicationsKhánh Nhân
The document discusses integrated marketing communications (IMC) and how marketing has evolved from traditional approaches using isolated tactics to a more coordinated, multi-channel approach. It provides examples of how companies like Dell, Intel, and the US Army use various marketing channels in an integrated way to build brand awareness, loyalty, and sales. The basic elements of an IMC promotional mix are advertising, direct marketing, interactive/internet marketing, sales promotion, and publicity/public relations.
The document discusses how businesses can gain competitive advantage through strategic uses of information technology. It covers topics like competitive strategies, the value chain, business process engineering, quality management, agility, virtual companies, and knowledge management. Strategic uses of IT mentioned include developing customer focus, improving business processes, enhancing quality, enabling agility and virtual organizations, and exploiting knowledge resources.
The document discusses brand extensions, which is using a well-known brand name in one category to launch a new product in a different category. It notes that traditional views see brands as just logos or marketing, but they are really about character. The document outlines the components, types, benefits and risks of brand extensions. It specifically asks how the Ma Chung brand could be extended to new product lines or services while communicating the parent brand identity. Suggestions include starting extensions gradually, building appropriate consumer perceptions of both the parent brand and extensions, and having one campaign management system if using Ma Chung as the parent brand.
This document discusses planning strategies for business and information technology. It covers topics like scenario planning, competitive advantage planning, business models, and e-business planning. The key aspects of planning covered are evaluating the environment, building shared visions and goals, and deciding on actions. Business strategies are identified using a strategic positioning matrix based on connectivity and IT use levels.
This document discusses cost-volume-profit (CVP) analysis and operating leverage. It defines key terms like contribution margin, break-even point, target profit, and operating leverage. It presents examples of how to calculate break-even point and sales required to meet a target profit using the equation method, contribution margin per unit formula, and contribution margin percentage formula. The document emphasizes that CVP analysis can be used to examine the profit impact of changes in costs, prices, and product mix.
To approach the surplus economy where differentiation is a challenge you need a fresh approach and a clear vision on branding. Credits to Idris Mootee.
The document discusses various branding and product marketing strategies. It covers how firms adjust product lines, the value of brands, and different branding approaches. Specific strategies examined include changing a product line's breadth and depth, brand extensions, co-branding, packaging, and labeling. The document also defines key terms related to branding and product marketing.
This chapter discusses market segmentation, targeting, and positioning. It defines key terms like market and target market. There are four main approaches to segmenting consumer markets: geographic, demographic, psychographic, and product-related. The chapter provides examples of how companies segment markets based on variables like age, gender, income, lifestyle, and product usage. The goal of segmentation is to divide the overall market into smaller, more homogeneous groups in order to better meet customer needs.
The document discusses the strategic management process. It outlines the five key tasks of strategic management: developing a vision and mission, setting objectives, crafting a strategy, implementing the strategy, and evaluating performance. It then provides details on each of these tasks, including examples of company visions, missions, objectives and strategies. The overall summary is that the document outlines the strategic management process and its key components.
The document discusses the strategic management process. It outlines the five key tasks of strategic management: developing a vision and mission, setting objectives, crafting a strategy, implementing the strategy, and evaluating performance. It then provides details on each of these tasks, including examples of company visions, missions, objectives and strategies. The overall summary is that the document outlines the strategic management process and its key components.
This document provides an overview of factoring and forfaiting. It defines factoring as the sale of book debts by a firm to a financial institution, with the factor paying for the debts as they are collected. Forfaiting is similar but deals specifically with receivables relating to deferred payment exports. The key parties in each transaction and services provided are described. The document also compares factoring to bills discounting and forfaiting, outlines the various types of factoring, and summarizes the mechanics and stages involved in domestic and export factoring as well as forfaiting transactions.
Marketing information system collects, analyzes, and distributes market data to help marketing managers make decisions. It provides three types of information: recurrent for regular updates, monitoring for scanning external sources, and requested for specific needs. The system sources data internally from sales, costs, and financial records, and externally from marketing research. It is important for anticipating customer demand, taking a systematic approach, understanding economic indicators, analyzing competition, keeping up with technology, and understanding customers to inform marketing planning.
This document discusses concepts related to economic environmental scanning and marketing research. It covers economic institutions like the WTO, levels of trade integration from preferential trading to political unions, and issues in secondary and primary marketing research in other countries. Key considerations for research include data availability, reliability, comparability, and costs, as well as accounting for cultural and measurement differences across nations.
The document discusses buyer behavior models and the factors that influence consumer and business buying decisions. It covers the buyer decision process, from need recognition through post-purchase evaluation. Key factors discussed include culture, social groups, personal characteristics, motivation and values. Business buyers face more complex decisions and a more formalized buying process compared to consumers. Multiple roles, like users, influencers, buyers and deciders, make up the buying center in organizational purchases.
The document discusses the STP process of market segmentation, targeting, and positioning. It defines segmentation as classifying customers into groups, targeting as evaluating segment attractiveness and selecting segments, and positioning as arranging a product to occupy a clear place in the consumer's mind. The document then provides details on how to conduct segmentation, targeting, and positioning including identifying bases for segmentation, developing selection criteria, and choosing a market coverage strategy.
The document discusses the managerial role in healthcare. It covers the purpose of understanding executive leadership, organizational management, and strategic management. It also discusses Mintzberg's managerial roles, behavioral perspectives on management styles, integrating management and leadership skills, and the strategic perspective of healthcare management. It addresses challenges facing healthcare managers, such as medical errors, and the need to develop standardized knowledge and competencies for leadership.
The document discusses product mix, product lines, and individual products. It defines key terms like product mix, product line, and individual product. It also covers product mix characteristics, product and service strategies, individual product strategies like product life cycles, and product line strategies such as increasing or decreasing line length. The product life cycle concept and stages are explained in detail. Limitations of the product life cycle model and ethical issues in product strategies are also summarized.
Digital Marketing with a Focus on Sustainabilitysssourabhsharma
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Understanding User Needs and Satisfying ThemAggregage
https://www.productmanagementtoday.com/frs/26903918/understanding-user-needs-and-satisfying-them
We know we want to create products which our customers find to be valuable. Whether we label it as customer-centric or product-led depends on how long we've been doing product management. There are three challenges we face when doing this. The obvious challenge is figuring out what our users need; the non-obvious challenges are in creating a shared understanding of those needs and in sensing if what we're doing is meeting those needs.
In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
Industry expert Scott Sehlhorst will:
• Introduce a taxonomy for user goals with real world examples
• Present the Onion Diagram, a tool for contextualizing task-level goals
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Introduction
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[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
Summary Overview Marketing managers must make specific advertising strategy decisions to guide the work done by the firm and/or its advertising agency. Making specific decisions is very important to ensure that advertising efforts support marketing objectives, not just communication objectives. Advertising Strategy Decisions Target Audience . The marketing manager should be very specific about who the company is trying to reach. Advertising campaigns can be narrowed very accurately to appeal to very specific groups of people through careful selection of words, images, and symbols. It is crucial that marketing provide the advertiser with accurate target market information. Kind of Advertising to Use . There are many kinds of advertising that can be effective in promoting products. Each kind is designed to address the information needs of different groups: channel members, opinion leaders, reference groups, or final consumers, for example. Marketing managers should specify the kinds of advertising that will best support the overall marketing objectives. Instructor’s Note: Kinds of advertising are discussed in greater detail on a subsequent slide. Media to Use . Different target markets use different media and in different combinations. Marketing managers should specify to the advertiser which media should be used to reach the target market. What to Say . While an advertising agency might be hired to develop the “creative” message -- including some specific advertising copy -- the marketing manager should specify the direction of this copy thrust and its link to specific promotion objectives. Who Will Do the Work . Here the marketing manager determines if the firm’s own advertising department or an outside agency will do the work of developing the advertising campaign. This slide relates to the material on pp. 440-441. Instructor’s Note: This slide corresponds to Exhibit 16-1 on p. 441 and Transparency 106.
Summary Overview Advertising spending in the United States in high in absolute dollars (about $200 billion) but represents only about 2.5% of total sales dollars. Advertising is an important element in many promotion plans and often is the primary mechanism for reaching consumers in a growing economy. About 500,000 people are employed in advertising-related work in the US. Setting Advertising Objectives: A Strategy Decision Position Brands . Advertising can communicate product benefits to position the brand (i.e., how consumers think about it. Introduce New Products . Advertising can be an excellent way to help make target markets aware of new products and their benefits. Marketing managers might be even more specific relative to the percentage of the target market that should be aware of the product after a specific period of time. Obtain Outlets . Advertising tells customers where they can buy the product and may help encourage merchants to carry it when they can see the promotional support. Provide Ongoing Contact . Advertising can be a “virtual salesperson” reminding the customer about the product and keeping in touch with them. Prepare for Salespeople . Advertising may serve to “prime the pump” in advance of a sales call. Salespeople can then reference the ad in their presentation. Get Immediate Action . Advertising can be a good way to announce time-dated deals, discounts, or other availability requiring immediate customer action. Maintain Relationships . Advertising can help maintain relationships with satisfied customers and provide further information (and evidence of market presence) that confirms their original purchase decision. This slide relates to the material on pp. 442-445. See Overheads 167-169.
Summary Overview Advertising objectives largely determine which of two basic types of advertising to use -- product or institutional. Kinds of Advertising Institutional Advertising . This type of advertising tries to promote the organization’s image, reputation, or ideas. It supports the overall objective of developing goodwill or improving an organization’s relations with various important groups. Product Advertising . Product advertising tries to sell a product and can be targeted to channel members or final consumers. Key types of product advertising include: Pioneering Advertising. This tries to develop primary demand for a product category rather than demand for a specific product. It is appropriate for the early stages in a product’s life cycle when consumers still need to understand what the product category is all about. Competitive Advertising. This tries to develop selective demand for a specific product (or brand). This become more important as competition increases and the product moves into maturity. The direct type of competitive advertising aims for immediate buying action while the indirect type points out product advantages to consider in future buying decisions. Comparative Advertising goes head-to-head with competitive products by making specific brand comparisons. Reminder Advertising. This type of advertising tries to keep the product’s name before the public. It is useful for supporting successful products well into the maturity and decline stages of the PLC. Coordinating Advertising Efforts . Producers sometimes want advertising efforts to be handled further down the channel. Advertising allowances are price reductions to firms in the channel that encourage members to promote the product. Cooperative advertising involves producers and middlemen sharing in the costs of ads. This slide relates to the material on pp. 445-449. See Overheads 170-171 and Transparency 107.
Major Kinds of Media Television . Television provides an excellent way to demonstrate products and is a good medium for getting attention. Television also offers wide reach. Disadvantages include expense, competition among lots of ads (“clutter”), and less-selective audiences. Advertising sales for television run about $44.5 billion. Newspaper . Newspapers offer flexibility, timely placement, and good local market coverage. Some disadvantages include: may be expensive (for some markets), short life, and no “pass along” readership. Newspaper advertising was about $41.7 billion in 1997. Direct Mail . Direct mail is very flexible, can be personalized, and is very selective. Disadvantages include expense per contact, “junk mail” image, and difficulty retaining attention. Direct mail advertising runs about $36.9 billion. Radio . Radio offers a wide reach, is inexpensive, and appeals to highly segmented audiences. Disadvantages include weak attention, short exposure, and varying rates. Sales: $13.5 billion. Yellow Pages . Yellow Pages reach local customers who are already seeking purchase information. Disadvantages include the fact that competitors are also listed there and differentiation is difficult. Sales: $11.4 billion. Magazine . Magazines are very targeted, provide good detail and excellent graphics, and have high “pass-along” rates, and long shelf life. Disadvantages include inflexibility and long lead times. Sales: $9.8 billion. Outdoor . Outdoor is flexible, inexpensive, and offers repeat exposures. Disadvantages include very short exposure and lack of market segmentation. Sales: $1.5 billion. Internet . Internet ads link to more detailed website information, some with “pay for results” offers to the advertiser. Disadvantages include difficulty comparing the total costs with other types of media. Sales: About $1 billion but expected to grow dramatically. This slide relates to the material on pp. 449-453. See Overheads 172-174. Summary Overview Choosing media requires marketing managers to consider which media fits best with the rest of the marketing strategy in relation to: (1) promotion objectives; (2) target markets; (3) funds available for advertising; (4) the nature of the media in terms of reach, frequency, impact, and cost.
Key Issues in Internet Advertising Many Forms . Advertising on the Internet may take many forms, from displays that look like traditional print ads to button and banner ads. Seek Direct Response . A key aspect of Internet advertising is the fact that viewers actively participate in selecting which aspect of the message they will see. By clicking among different choices available, the viewer self-directs his or her search for more information. Viewers also control the use of bookmarks to make a return to the same site faster and easier. More Exposure . While being on the Internet is a very democratic existence, some points of access (“portals”) are more “equal” than others. High volume access points, such as the home pages of companies like Microsoft, Netscape, and America Online, generate a lot more exposure for advertisers than smaller firms can. Better Targeting of Customers . Part of the self-direction feature of web surfing means that content can be designed for the specific needs of various target markets. This means that the visitors to the site are a better fit for the overall marketing message. Context Advertising . Browser offer advertisers the ability to monitor the content a net surfer is viewing and then serving up related ads. Pointcasting . Another approach that offers more precise targeting is pointcasting. With that approach, ads are displayed only to individuals who meet certain qualifications. Pay for Results Offers . Many web sites now display an ad for free, and charge a fee only if the ad gets results. Note: This is increasingly true for outsourcing providers, such as order processors, who typically set up the order site for free and get paid a percentage of sales from the site. The links from one site to the other are designed to help attract attention and make order fulfillment customer-friendly. This slide relates to the material on pp. 453-456. See Overhead 175. Summary Overview Advertising on the Internet is growing rapidly as mainstream advertisers join the innovators in the quest for a more efficient way to reach target customers with promotion.
Summary Overview In planning the message, the key decision is to develop the right copy thrust -- what the words and illustrations should communicate. The copy thrust should be designed to achieve the promotion objectives. It is very useful to employ the AIDA concept here. Planning the Message Getting Attention . Getting attention is an ad’s first job. This should be an explicit decision: what, specifically, will get the customer’s attention? How? Attention-getting devices include large headlines, shocking statements, attractive models, babies, and special effects. Holding Interest . Holding interest is more difficult. It requires turning that initial interest into something more substantial. This is no easy task: many consumers are looking for reasons NOT to consider the ad! Holding interest typically involves linking the ad message to something important to the reader -- a reference group, core values of the target market, or the customer’s self-interest. Arousing Desire . Moving the customer to really want the product is one of an ad’s most difficult jobs. This requires understanding how the customer thinks, how he or she makes decisions in general and for that particular product or category. Sometimes it is helpful to focus on one unique selling proposition -- something distinctive about the product that sets it apart from other offers. Obtaining Action . Ads are designed to sell -- to get consumers to take action in the form of purchases. Because this is not easy, some ads encourage consumers to do something that is less risky or demanding than actually making a purchase. This approach seeks to get action one step at a time. This slide relates to the material on pp. 456-459.
Summary Overview Measuring advertising effectiveness is often difficult. It is important to remember that the different types of advertising do not always work toward the same goal. Also, advertising effectiveness needs to be considered in relation to its specific objective. For example, an ad campaign that is designed to increase awareness should not be judged a failure because it does not increase desire for the product (AIDA). A key element to effective measurement is to quantify and specify the objective of the ad. Key Elements for Measuring Advertising Effectiveness Consider the Total Mix . Advertising is part of the overall marketing mix. As such, effectiveness of one element is hard to separate from the effectiveness (or the effects of) the other elements. For example, a great advertisement can not be faulted for failing to sell a lousy product. Use Research and Testing to Improve the Odds . Advertising is a form of mass communication, a tricky and imperfect process under the best conditions. Marketing managers should try variations on their overall advertising message to see which combination of message variables is the most effective. Teaching Tip: Remind students that presidential election campaigns use focus groups to review several variations of a potential campaign so as to run the most effective message quickly, sometimes a single day after a major event. Hindsight Leads to Foresight . Advertising effectiveness is rarely successful in a vacuum. What consumers tell you about ads, what they remember (good and bad) should be used as input into the refinement of subsequent advertisements. This slide relates to the material on pp. 461-462.
Summary Overview Sales promotion includes those activities other than advertising, publicity, and personal selling that are designed to stimulate interest, trial, or purchase by final customers or others in the channel. Sales promotion typically seeks an immediate response. Issues in Managing Sales Promotion Complement Other Promotion Tools . Sales promotion offers the marketing manager another tool for stimulating demand. Mass selling and personal selling efforts tend to take longer and have long-term effects, while sales promotions can be launched quickly and lead to more immediate results. Growth in Spending . More companies are using a greater percentage of their promotion dollars on sales promotion. Part of this trend relates to more products being in mature markets where tough competition requires extra incentives to sell. Changes in retail situations (an increase in store brands), technology (improved sales promotion techniques), and availability (more specialized marketing support firms to design and implement sales promotion programs) are all reasons for this increase in spending. Effect on Brand Loyalty . Many marketing managers worry about whether or not sales promotion erodes long-run brand loyalty. Some are concerned that in mature markets, customers and middlemen “surf” between competing brands to catch the best sales promotion discount at a particular time. However, brands in such a situation may have little other choice. Difficult to Manage . Sales promotions can be an area where developing skill can be difficult. Because sales promotions are often one-shot deals, a company may have a hard time transferring lessons from one situation to the next. Also, sales promotion activities can have unintended consequences, stimulating demand among non-targets who use the savings to become new, and unofficial, middlemen for the product. This slide relates to the material on pp. 464-467. See Overhead 179.
Notes There are many different types of sales promotion, but what type is appropriate depends on the situation and objectives. The sales pattern shown in this slide might occur if Hellmann’s issues coupons to help clear its excess mayonnaise inventory. Some consumers might buy earlier to take advantage of the coupon, but unless they use extra mayonnaise their next purchase will be delayed. This slide relates to the material on p. 465. Instructor’s Note: This slide corresponds to the series of slides shown in Exhibit 16-6 on p. 465 and Transparency 108.
Notes There are many different types of sales promotion, but what type is appropriate depends on the situation and objectives. The sales pattern shown in this slide might occur if kids convinced their parents to eat more Big Macs while McDonald’s has a Beanie Babies promotion. But when the promotion ends, things go back to normal. This slide relates to the material on p. 465. Instructor’s Note: This slide corresponds to the series of slides shown in Exhibit 16-6 on p. 465 and Transparency 108.
Notes There are many different types of sales promotion, but what type is appropriate depends on the situation and objectives. The sales pattern shown in this slide might occur if free samples of Burger King’s new french fries quickly pull in new customers who like what they try and keep coming back after the promotion ends. This is a Burger King marketer’s dream come true and the kind of long-term result that is the aim of effective advertising. This slide relates to the material on p. 465. Instructor’s Note: This slide corresponds to the series of slides shown in Exhibit 16-6 on p. 465 and Transparency 108.