Marketing Communication, Communication Process, AIDA Model, Sales Promotion, Public Relation, Personal Selling, Direct Marketing, International Promotion
The document discusses various topics related to marketing management, direct marketing, designing effective websites and online ads, managing a sales force, and motivating sales representatives. It provides information on direct marketing channels, public issues, designing attractive websites, increasing website visits, types of online ads, e-marketing guidelines, sales force objectives and tasks, managing the sales force, determining sales force size, sales force compensation, and what motivates sales reps.
Designing and Managing Integrated Marketing CommunicationsSumit Pradhan
The document discusses the major steps in developing an effective integrated marketing communications program, including identifying the target audience, determining communication objectives, designing messages, selecting communication channels, establishing a budget, and selecting an appropriate marketing communications mix. It also covers developing advertising programs, sales promotion, public relations, direct marketing, and personal selling as tools in an integrated marketing communications strategy.
The document discusses how brands can adapt to the era of consumer disaggregation enabled by information technology. It argues that brands should shift their focus from product-based aggregation to building direct consumer relationships through personalized and targeted communication.
It identifies three core areas for brands - the consumer relationship, the channel relationship, and organization of brand management. Companies can tailor products to individual consumer needs and ensure a two-way communication flow. Retailers now control consumer access, so brands must avoid being delisted. Organizational changes are also needed to focus on consumer segments rather than just products or volume sales. Developing a deep understanding of consumer behavior through data analysis and loyalty programs was highlighted as important for the future of brand management in
The document discusses global marketing and international business decisions. It covers factors in the global marketing environment like exchange rates, trade barriers, and corruption. It also discusses reasons for companies to expand internationally like competing globally or accessing new markets. The document outlines decisions for international market selection, market entry methods, developing a global marketing program, and global organizational structure.
This document discusses various pricing strategies and techniques that companies can use to price their products. It covers strategies for new product pricing like market skimming and market penetration. It also discusses ways to price product mixes, including product line pricing and bundled pricing. Additionally, it outlines different types of price adjustments a company can make, such as discounts, segmented pricing, and promotional pricing. Finally, it provides recommendations for how companies should respond when competitors change their prices.
The document discusses various marketing communication tools including advertising, sales promotion, events and experiences, and public relations. It defines advertising and the five M's (mission, money, message, media, measurement). It also discusses factors to consider in setting an advertising budget, developing advertising campaigns, and evaluating advertising effectiveness. The document also covers sales promotion tactics, using sponsored events, and the major functions and tools of marketing public relations.
Direct marketing involves using media like mail, catalogs, telemarketing, and websites to directly reach customers and measure responses. It allows for customization but can irritate or invade privacy. Well-designed websites provide content, community, customization and commerce. Sales forces are designed around objectives, strategies, structures, size and compensation. Managing sales forces involves recruiting, training, supervising, motivating and evaluating representatives to improve performance. Personal selling follows a seven-step process including prospecting, presenting, overcoming objections, closing and following up.
The document discusses various topics related to marketing management, direct marketing, designing effective websites and online ads, managing a sales force, and motivating sales representatives. It provides information on direct marketing channels, public issues, designing attractive websites, increasing website visits, types of online ads, e-marketing guidelines, sales force objectives and tasks, managing the sales force, determining sales force size, sales force compensation, and what motivates sales reps.
Designing and Managing Integrated Marketing CommunicationsSumit Pradhan
The document discusses the major steps in developing an effective integrated marketing communications program, including identifying the target audience, determining communication objectives, designing messages, selecting communication channels, establishing a budget, and selecting an appropriate marketing communications mix. It also covers developing advertising programs, sales promotion, public relations, direct marketing, and personal selling as tools in an integrated marketing communications strategy.
The document discusses how brands can adapt to the era of consumer disaggregation enabled by information technology. It argues that brands should shift their focus from product-based aggregation to building direct consumer relationships through personalized and targeted communication.
It identifies three core areas for brands - the consumer relationship, the channel relationship, and organization of brand management. Companies can tailor products to individual consumer needs and ensure a two-way communication flow. Retailers now control consumer access, so brands must avoid being delisted. Organizational changes are also needed to focus on consumer segments rather than just products or volume sales. Developing a deep understanding of consumer behavior through data analysis and loyalty programs was highlighted as important for the future of brand management in
The document discusses global marketing and international business decisions. It covers factors in the global marketing environment like exchange rates, trade barriers, and corruption. It also discusses reasons for companies to expand internationally like competing globally or accessing new markets. The document outlines decisions for international market selection, market entry methods, developing a global marketing program, and global organizational structure.
This document discusses various pricing strategies and techniques that companies can use to price their products. It covers strategies for new product pricing like market skimming and market penetration. It also discusses ways to price product mixes, including product line pricing and bundled pricing. Additionally, it outlines different types of price adjustments a company can make, such as discounts, segmented pricing, and promotional pricing. Finally, it provides recommendations for how companies should respond when competitors change their prices.
The document discusses various marketing communication tools including advertising, sales promotion, events and experiences, and public relations. It defines advertising and the five M's (mission, money, message, media, measurement). It also discusses factors to consider in setting an advertising budget, developing advertising campaigns, and evaluating advertising effectiveness. The document also covers sales promotion tactics, using sponsored events, and the major functions and tools of marketing public relations.
Direct marketing involves using media like mail, catalogs, telemarketing, and websites to directly reach customers and measure responses. It allows for customization but can irritate or invade privacy. Well-designed websites provide content, community, customization and commerce. Sales forces are designed around objectives, strategies, structures, size and compensation. Managing sales forces involves recruiting, training, supervising, motivating and evaluating representatives to improve performance. Personal selling follows a seven-step process including prospecting, presenting, overcoming objections, closing and following up.
The document discusses sales promotions and trade promotions. It lists internal and external reasons why companies increase spending on promotions. Some common promotion types for consumers and trade include sampling, price discounts, and gifts. The document also discusses challenges in promotion planning and evaluation, as well as objectives and best practices for effective promotions.
This document contains 10 multiple choice learning questions about managing mass communications and advertising strategies. The questions cover topics like the purpose of different types of advertising, disadvantages of media channels, patterns of advertising, principles of social responsibility, and examples of sales promotion tactics. Overall, the questions assess understanding of key concepts in planning persuasive advertising campaigns and selecting appropriate media types.
Customer loyalty programs aim to increase sales revenues and products purchased by building closer bonds between brands and customers. There are three popular models of customer loyalty: monogamy based on attitudinal loyalty, polygamy based on past purchase behavior, and promiscuity based on individual characteristics and circumstances. The implications of these models differ, with attitudinal loyalty programs focusing on enhancing positive beliefs and emotional commitment, behavior-based programs matching competitors, and contingency-based programs responding to situational factors. Loyalty programs are aimed at both increasing individual single-brand loyalty and growing brand size in the market through combination with other marketing efforts.
This document summarizes a marketing plan for a new shaving cream brand called Smile On. It discusses problems with current shaving products, the target market which includes young consumers and college students, and competitors like Gillette and Nivea. The plan outlines developing a high-quality yet affordable product targeting consumers concerned with both price and attributes. It proposes promotion through advertising, discounts, and selling through retailers, supermarkets, and online stores. The document also provides details on the product formulation, packaging design, and distribution channels.
The document discusses various promotional techniques used in marketing. It defines promotion as communication to the target environment about a product, organization, or idea. The main purposes of promotion are to create awareness and make a favorable impression. There are four main promotional tools - advertising, personal selling, sales promotion, and publicity. Advertising involves paid, non-personal messages through various media channels. Personal selling involves direct communication between a seller and buyer. Sales promotion uses incentives to stimulate short-term sales. Publicity utilizes unpaid mentions in media. Effective promotion requires determining objectives, selecting appropriate tools and media, formulating messages, and timing campaigns strategically.
How should sales promotion decisions be made?Sameer Mathur
Sales promotion is used to stimulate short-term purchases and build long-term relationships. There are three main types: consumer promotion which uses coupons and samples, trade promotion which offers prices off and free goods, and business/sales promotion like trade shows and sales contests. Developing an effective promotion program requires establishing objectives, choosing appropriate tools, determining the size, conditions, duration, distribution, timing, and budget. Implementation and evaluation ensures proper execution and assessment of the program's success.
Sales promotion includes short-term tactics to provide added value or incentives to consumers, wholesalers, retailers, or salespeople to stimulate immediate sales. The objective is to build awareness, create interest, and increase short-term sales volume. Common consumer promotion tools include free samples, coupons, discounts, buy one get one offers, and combo packs. Major trade promotion tools given to retailers are price discounts, advertising allowances, free goods, and point-of-purchase displays to encourage purchasing and stocking certain products. An example given is Nike providing a 40% discount to attract new customers, increase store footfall, and clear existing stock.
The document describes the sales strategy and tactics of a body care products retailer founded in Ohio in 1990 with over 1600 stores in the US and Canada. Their added value sales model focuses on personal selling, building relationships with customers, and providing value-added solutions through an expert sales staff. They monitor sales goals and customer feedback closely and incentivize associates through non-commission benefits and extra sales incentives.
Harvard Business review what are brands good forSameer Mathur
Brands have traditionally been effective at aggregating consumers through mass marketing. However, disaggregated marketing through tactics like CRM, direct marketing, and one-to-one communications is now more efficient and profitable. For brands to remain relevant in this new environment, manufacturers must build direct relationships with consumers independently of retailers by using disaggregated consumer data in targeted communications. Brand management organizations also need to shift their focus from brands to profitability of consumer segments through relationship-building, customized communications, and expertise in developing brands for specific segments. Overall, brands still have value in differentiated messaging but must be used alongside disaggregated consumer marketing for most effective results.
This document provides an overview of marketing promotion concepts for a marketing class. It defines promotion as different from advertising and outlines various promotional strategies including advertising types, sales promotion techniques, and personal selling approaches. Key points covered include the different elements of the promotional mix, objectives of promotional strategies, and definitions of advertising, sales promotion, and personal selling.
The presentation outlines a marketing plan for Nutriment Box, a nutritional supplement product. It introduces the product and its features, then reviews competitors and distribution channels. A SWOT analysis identifies strengths like a strong distribution network, but also weaknesses like lack of brand awareness. The marketing strategy will use product, price, and quality differentiation to target lower-income individuals. Pricing strategies include penetration and skimming. The plan outlines product lines, distribution approaches, and an advertising campaign. It establishes a marketing organization and projects first year sales, costs, and break-even point. Controls are also discussed to monitor performance.
This document discusses several key aspects of international marketing, including market segmentation, cultural differences, distribution channels, communication barriers, and pricing strategies. It explains that markets can be segmented by factors like age, gender, and lifestyle. The marketing mix should then be tailored to each segment. Distribution channels and communication approaches also need to account for cultural differences between countries as well as their levels of economic development. The document analyzes factors that influence international distribution channel choice and notes different push and pull advertising strategies. It also outlines several pricing approaches companies may use when operating in global markets.
The document discusses pricing strategies and factors that influence price. It explains that price is determined by costs, desired profit, supply and demand, competition, and customers' perceived value. Various pricing strategies are outlined, including skimming, penetration pricing, competitive pricing, loss leaders, psychological pricing, differential pricing, cost-plus pricing, and strategic pricing. The document also discusses how pricing strategies change over a product's life cycle and can be used to target different quality levels and market segments.
Justin Quinn: How to develop a marketing strategy that is right for your busi...eaquals
The document provides steps to create an effective marketing plan. It recommends clearly understanding customers and competitors. The plan should be short, state goals and objectives, and be aligned with company strategy. It should analyze the company, customers, competitors, and environment. The plan should identify market segments and alternative strategies before selecting strategies around the marketing mix of product, price, place, and promotion.
QVC is a highly profitable television shopping channel that generates $6.5 billion in annual sales. Direct marketing involves using various media like television, radio, print and mail to solicit customer responses and sales. It has grown due to credit cards, technology, and changing consumer and business environments. Database marketing is a key aspect, as it allows companies to segment customers and target them with personalized communications based on their profiles and purchase histories to improve sales and customer relationships.
CROCIN PAIN RELIEF V/S COMBIFLAM PLUS.
MACRO FACTORS IMPACTING MARKET
PERFORMANCE OF THE INDIVIDUAL MARKET
ATTRACTIVENESS AND COMPETITIVENESS
TARGET CUSTOMER AND THEIR SPECIFIC NEEDS
PRICE AND NON PRICE FACTORS
INSIGHTS DEVELOPED
ACTION OF BRAND MANAGER
LEARNING DRIVE
LESSON LEARNT
This document provides an overview of sales promotion concepts from a textbook. It includes definitions of sales promotion, examples of different promotion techniques like premiums and coupons, and objectives of various promotion types. It also discusses challenges like overreliance on promotions, misredemption of coupons, and the "sales promotion trap" where constant discounting reduces brand value.
Brands traditionally helped companies aggregate consumers and charge price premiums. However, the rise of information allows for more efficient consumer disaggregation through customized communications. To adapt, companies must focus on developing deep consumer relationships through targeted communication and understanding consumer needs at the individual level. Organization structures need to shift from brand-centric to consumer-centric by assigning managers to specific consumer segments and measuring success based on consumer profitability and relationship depth rather than just sales. This allows companies to better develop, test, and market products tailored to segment needs. Ultimately, brands remain important for maximizing profits but the focus should be on disaggregated consumer relationships under the brand umbrella.
Bill Sipper Cascadia Beverage 101 Beverage School Presentation San Francisco ...William Sipper
This document provides an overview of distribution channels and strategies for presenting new food and beverage items to distributors. It discusses the roles of manufacturers, wholesalers/distributors, and retailers in distribution. It also outlines what distributors look for in new products and recommendations for effective presentations, including developing push and pull promotional strategies and having an elevator pitch ready. The document gives tips for being prepared to answer common questions from distributors and describes various promotional programs and trade promotions distributors may offer.
The document provides an overview of key topics related to sales knowledge, including customers, products, technologies, and channels. It discusses the importance of being an expert on products and customers, and how knowledge builds relationships and leads to more sales. Specific areas of sales knowledge are outlined, such as knowing the company, products, resellers, advertising, pricing, competition, and technology. The role of various sales tools like pricing sheets, discounts, markups, and return on investment are also summarized.
The document provides an overview of key topics related to sales knowledge, including customers, products, technologies, and channels. It discusses the importance of being an expert on products and customers, and how knowledge builds relationships and leads to more sales. Specific areas of sales knowledge covered include the company, products, resellers, advertising, promotions, pricing, competition, technology, and financial metrics. The document emphasizes gaining a thorough understanding across many areas in order to effectively sell to customers.
This document provides an overview of marketing concepts and terms. It defines marketing as "the process involved in identifying, anticipating and satisfying consumer requirements profitably." The key aspects of marketing discussed include the 4Ps (product, price, place, promotion), market segmentation, the product life cycle, and various marketing research methods. It also examines the role of branding, pricing strategies, distribution channels, and advertising.
The document discusses sales promotions and trade promotions. It lists internal and external reasons why companies increase spending on promotions. Some common promotion types for consumers and trade include sampling, price discounts, and gifts. The document also discusses challenges in promotion planning and evaluation, as well as objectives and best practices for effective promotions.
This document contains 10 multiple choice learning questions about managing mass communications and advertising strategies. The questions cover topics like the purpose of different types of advertising, disadvantages of media channels, patterns of advertising, principles of social responsibility, and examples of sales promotion tactics. Overall, the questions assess understanding of key concepts in planning persuasive advertising campaigns and selecting appropriate media types.
Customer loyalty programs aim to increase sales revenues and products purchased by building closer bonds between brands and customers. There are three popular models of customer loyalty: monogamy based on attitudinal loyalty, polygamy based on past purchase behavior, and promiscuity based on individual characteristics and circumstances. The implications of these models differ, with attitudinal loyalty programs focusing on enhancing positive beliefs and emotional commitment, behavior-based programs matching competitors, and contingency-based programs responding to situational factors. Loyalty programs are aimed at both increasing individual single-brand loyalty and growing brand size in the market through combination with other marketing efforts.
This document summarizes a marketing plan for a new shaving cream brand called Smile On. It discusses problems with current shaving products, the target market which includes young consumers and college students, and competitors like Gillette and Nivea. The plan outlines developing a high-quality yet affordable product targeting consumers concerned with both price and attributes. It proposes promotion through advertising, discounts, and selling through retailers, supermarkets, and online stores. The document also provides details on the product formulation, packaging design, and distribution channels.
The document discusses various promotional techniques used in marketing. It defines promotion as communication to the target environment about a product, organization, or idea. The main purposes of promotion are to create awareness and make a favorable impression. There are four main promotional tools - advertising, personal selling, sales promotion, and publicity. Advertising involves paid, non-personal messages through various media channels. Personal selling involves direct communication between a seller and buyer. Sales promotion uses incentives to stimulate short-term sales. Publicity utilizes unpaid mentions in media. Effective promotion requires determining objectives, selecting appropriate tools and media, formulating messages, and timing campaigns strategically.
How should sales promotion decisions be made?Sameer Mathur
Sales promotion is used to stimulate short-term purchases and build long-term relationships. There are three main types: consumer promotion which uses coupons and samples, trade promotion which offers prices off and free goods, and business/sales promotion like trade shows and sales contests. Developing an effective promotion program requires establishing objectives, choosing appropriate tools, determining the size, conditions, duration, distribution, timing, and budget. Implementation and evaluation ensures proper execution and assessment of the program's success.
Sales promotion includes short-term tactics to provide added value or incentives to consumers, wholesalers, retailers, or salespeople to stimulate immediate sales. The objective is to build awareness, create interest, and increase short-term sales volume. Common consumer promotion tools include free samples, coupons, discounts, buy one get one offers, and combo packs. Major trade promotion tools given to retailers are price discounts, advertising allowances, free goods, and point-of-purchase displays to encourage purchasing and stocking certain products. An example given is Nike providing a 40% discount to attract new customers, increase store footfall, and clear existing stock.
The document describes the sales strategy and tactics of a body care products retailer founded in Ohio in 1990 with over 1600 stores in the US and Canada. Their added value sales model focuses on personal selling, building relationships with customers, and providing value-added solutions through an expert sales staff. They monitor sales goals and customer feedback closely and incentivize associates through non-commission benefits and extra sales incentives.
Harvard Business review what are brands good forSameer Mathur
Brands have traditionally been effective at aggregating consumers through mass marketing. However, disaggregated marketing through tactics like CRM, direct marketing, and one-to-one communications is now more efficient and profitable. For brands to remain relevant in this new environment, manufacturers must build direct relationships with consumers independently of retailers by using disaggregated consumer data in targeted communications. Brand management organizations also need to shift their focus from brands to profitability of consumer segments through relationship-building, customized communications, and expertise in developing brands for specific segments. Overall, brands still have value in differentiated messaging but must be used alongside disaggregated consumer marketing for most effective results.
This document provides an overview of marketing promotion concepts for a marketing class. It defines promotion as different from advertising and outlines various promotional strategies including advertising types, sales promotion techniques, and personal selling approaches. Key points covered include the different elements of the promotional mix, objectives of promotional strategies, and definitions of advertising, sales promotion, and personal selling.
The presentation outlines a marketing plan for Nutriment Box, a nutritional supplement product. It introduces the product and its features, then reviews competitors and distribution channels. A SWOT analysis identifies strengths like a strong distribution network, but also weaknesses like lack of brand awareness. The marketing strategy will use product, price, and quality differentiation to target lower-income individuals. Pricing strategies include penetration and skimming. The plan outlines product lines, distribution approaches, and an advertising campaign. It establishes a marketing organization and projects first year sales, costs, and break-even point. Controls are also discussed to monitor performance.
This document discusses several key aspects of international marketing, including market segmentation, cultural differences, distribution channels, communication barriers, and pricing strategies. It explains that markets can be segmented by factors like age, gender, and lifestyle. The marketing mix should then be tailored to each segment. Distribution channels and communication approaches also need to account for cultural differences between countries as well as their levels of economic development. The document analyzes factors that influence international distribution channel choice and notes different push and pull advertising strategies. It also outlines several pricing approaches companies may use when operating in global markets.
The document discusses pricing strategies and factors that influence price. It explains that price is determined by costs, desired profit, supply and demand, competition, and customers' perceived value. Various pricing strategies are outlined, including skimming, penetration pricing, competitive pricing, loss leaders, psychological pricing, differential pricing, cost-plus pricing, and strategic pricing. The document also discusses how pricing strategies change over a product's life cycle and can be used to target different quality levels and market segments.
Justin Quinn: How to develop a marketing strategy that is right for your busi...eaquals
The document provides steps to create an effective marketing plan. It recommends clearly understanding customers and competitors. The plan should be short, state goals and objectives, and be aligned with company strategy. It should analyze the company, customers, competitors, and environment. The plan should identify market segments and alternative strategies before selecting strategies around the marketing mix of product, price, place, and promotion.
QVC is a highly profitable television shopping channel that generates $6.5 billion in annual sales. Direct marketing involves using various media like television, radio, print and mail to solicit customer responses and sales. It has grown due to credit cards, technology, and changing consumer and business environments. Database marketing is a key aspect, as it allows companies to segment customers and target them with personalized communications based on their profiles and purchase histories to improve sales and customer relationships.
CROCIN PAIN RELIEF V/S COMBIFLAM PLUS.
MACRO FACTORS IMPACTING MARKET
PERFORMANCE OF THE INDIVIDUAL MARKET
ATTRACTIVENESS AND COMPETITIVENESS
TARGET CUSTOMER AND THEIR SPECIFIC NEEDS
PRICE AND NON PRICE FACTORS
INSIGHTS DEVELOPED
ACTION OF BRAND MANAGER
LEARNING DRIVE
LESSON LEARNT
This document provides an overview of sales promotion concepts from a textbook. It includes definitions of sales promotion, examples of different promotion techniques like premiums and coupons, and objectives of various promotion types. It also discusses challenges like overreliance on promotions, misredemption of coupons, and the "sales promotion trap" where constant discounting reduces brand value.
Brands traditionally helped companies aggregate consumers and charge price premiums. However, the rise of information allows for more efficient consumer disaggregation through customized communications. To adapt, companies must focus on developing deep consumer relationships through targeted communication and understanding consumer needs at the individual level. Organization structures need to shift from brand-centric to consumer-centric by assigning managers to specific consumer segments and measuring success based on consumer profitability and relationship depth rather than just sales. This allows companies to better develop, test, and market products tailored to segment needs. Ultimately, brands remain important for maximizing profits but the focus should be on disaggregated consumer relationships under the brand umbrella.
Bill Sipper Cascadia Beverage 101 Beverage School Presentation San Francisco ...William Sipper
This document provides an overview of distribution channels and strategies for presenting new food and beverage items to distributors. It discusses the roles of manufacturers, wholesalers/distributors, and retailers in distribution. It also outlines what distributors look for in new products and recommendations for effective presentations, including developing push and pull promotional strategies and having an elevator pitch ready. The document gives tips for being prepared to answer common questions from distributors and describes various promotional programs and trade promotions distributors may offer.
The document provides an overview of key topics related to sales knowledge, including customers, products, technologies, and channels. It discusses the importance of being an expert on products and customers, and how knowledge builds relationships and leads to more sales. Specific areas of sales knowledge are outlined, such as knowing the company, products, resellers, advertising, pricing, competition, and technology. The role of various sales tools like pricing sheets, discounts, markups, and return on investment are also summarized.
The document provides an overview of key topics related to sales knowledge, including customers, products, technologies, and channels. It discusses the importance of being an expert on products and customers, and how knowledge builds relationships and leads to more sales. Specific areas of sales knowledge covered include the company, products, resellers, advertising, promotions, pricing, competition, technology, and financial metrics. The document emphasizes gaining a thorough understanding across many areas in order to effectively sell to customers.
This document provides an overview of marketing concepts and terms. It defines marketing as "the process involved in identifying, anticipating and satisfying consumer requirements profitably." The key aspects of marketing discussed include the 4Ps (product, price, place, promotion), market segmentation, the product life cycle, and various marketing research methods. It also examines the role of branding, pricing strategies, distribution channels, and advertising.
Using Social Commerce/Group Buying websites for Art OrganisationsAudiencesEastScotland
The document discusses using social buying and group buying platforms like Groupon and LivingSocial to generate new audiences for arts and cultural organizations. It provides an overview of how social buying works, details several case studies of organizations that saw success in attracting new users through these channels, and outlines both advantages and disadvantages to consider for organizations interested in trying social buying. The AES Social Buying Project aims to test the effectiveness of social buying at attracting new audiences and determine if deals can be shaped to appeal to target segments.
The document outlines a strategy to increase 3M's brand awareness and growth rate in the construction and maintenance (C&M) market in Russia. It proposes analyzing 3M's current approach, identifying areas for improvement, and developing a series of initiatives targeted at specific sales segments. The initiatives would be tailored to different marketing channels and aim to increase various metrics like brand awareness, trust, and loyalty. A rollout plan and financial forecast predict the strategy can meet growth targets of 50% for 2 years and 25% for 3 more years, while mitigating risks. The strategy would be implemented in phases with milestones and steering committees to oversee the process.
Sunrise Promotions is a sales promotions agency that has specialized in customer and employee acquisition and retention since 1995. They develop marketing solutions and campaigns to deliver measurable ROI for clients. Their services include warehousing and fulfillment, program management, measurement and tracking, ROI analysis, promotional marketing, creative development, and legal and print production. They help clients generate traffic, build loyal customer bases, acquire and retain employees, and increase brand awareness through various promotional methods like interactive web and on-site promotions, custom character marketing, sports licensing, digital rewards, loyalty programs, creative coupon programs, and dimensional direct mail campaigns.
The marketing mix consists of 4 key elements used to sell a product: product, price, place, and promotion. A product includes both tangible features like packaging as well as intangible features like branding. Price is used both to make a profit and influence consumer perceptions of quality. Place refers to how the product reaches customers through distribution channels. Promotion communicates information about the product through advertising, public relations, sales promotions, and direct marketing.
The marketing mix consists of 4 key elements used to sell a product: product, price, place, and promotion. A product includes both tangible features like packaging as well as intangible features like branding. Price is used both to make a profit and influence consumer perceptions of quality. Place refers to how the product reaches customers through distribution channels. Promotion communicates information about the product through advertising, public relations, sales promotions, and direct marketing.
This document discusses promotion and the promotional mix. It defines promotion as communication to customers about a product to persuade them to buy it. A business needs to promote to make customers aware of its products, increase awareness and market share, and encourage customers to choose its products over competitors. The document outlines different promotional methods including advertising, sales promotions, public relations, and personal selling that make up the promotional mix. It notes that small businesses should consider their target market and utilize an effective mix of above and below the line promotion strategies to gain sales.
This is an overview of the products/services available from Sunrise Promotions, Inc. If a customer or employee acquisition and retention program is what you need, look no further. We're here for you if you need new clients, happy customers & productive employees. www.1spi.com
Sales promotion is a short-term marketing technique used to encourage purchases. It includes incentives like coupons, samples, contests and rebates. The goal is to boost short-term sales or help build long-term market share. Common consumer sales promotion tools include coupons, cash refunds, price packs and premiums. Sales promotion is growing in importance in India as promotional spending increases, especially for consumer goods companies.
This document discusses various forms of nontraditional retailing, including direct marketing, direct selling, and e-retailing. Direct marketing involves customers being exposed to goods through nonpersonal media like mail, phone or computer and ordering without visiting a store. It is a $300 billion industry in the US. E-retailing is the fastest growing form of nonstore retailing and allows retailers to reach geographically dispersed customers conveniently. Other nontraditional formats discussed are video kiosks and airport retailing which benefit from captive audiences.
Sales knowledge is essential for salespeople to be effective. Formal sales training provides job skills, while on-the-job experience develops selling skills. A salesperson must also have knowledge of their company, products, customers and competitors. Understanding customers is vital for building long-term relationships and increasing sales. Product knowledge, pricing strategies and being aware of advertising and promotions also contribute to a salesperson's success.
(1) Globalization has increased opportunities for international trade and access to new markets. More countries are open to trade which allows for greater market expansion possibilities.
(2) Advances in technology like the internet have made it easier for companies to identify, research, and reach customers in other countries. Communication and transportation barriers have lowered.
(3) Economic growth in emerging markets is creating many new customers overseas, driving demand for foreign goods and services. As the middle class expands globally, more consumers can afford imported products.
The document outlines several marketing concepts including the seven functions of marketing, importance of marketing research, factors that influence product pricing, channels of distribution, and types of promotion. Specifically, it discusses how marketing research is used to create and improve products by defining problems, studying customer needs, gathering data, and proposing solutions. It also categorizes the main channels of distribution as direct between producer and consumer or indirect using intermediaries, and identifies the major types of promotion as personalized, mass advertising, publicity, public relations, and sales promotion.
This document discusses several marketing concepts including the 4Ps and 7Ps marketing mixes, Booms and Bitner's additional 3 Ps for services marketing, the 4Rs and 5Cs frameworks, PEST analysis, and the 4Ps and 4As frameworks. It also covers topics like 360 degree branding, active marketing, A/B testing, ATL/BTL advertising, B2B vs B2C marketing, the BCG matrix, red ocean vs blue ocean strategies, market segmentation, components of a brand, and defining brand equity.
The document discusses key concepts in marketing including satisfying customer needs, maintaining customer relationships, competition, productivity, break-even points, identifying target markets, and creating a culture of good customer service. It provides examples of how market segmentation allows companies to subtly tailor their marketing approach and highlights principles for outstanding customer service like focusing on customer value and keeping promises. The document also contrasts elements of good customer service, like going above expectations, with bad examples like dismissing customers.
The document discusses key concepts in marketing including satisfying customer needs, maintaining customer relationships, competition, productivity, break-even points, identifying target markets, and providing excellent customer service. It provides examples of how marketers segment markets geographically, demographically, and behaviorally. It also contrasts good and bad examples of customer service and their impact on marketing.
The document discusses marketing basics including why customers purchase products and the four P's of marketing - product, price, place, and promotion. It provides details on each of the four P's, such as determining product benefits, competitive pricing strategies, distribution channels, and elements of the promotional mix like advertising, sales promotions, and personal selling. The document also covers developing marketing plans, current marketing trends, and using social media platforms like Facebook and LinkedIn for business purposes.
This document discusses the key elements of promotion, including advertising, public relations, personal selling, and sales promotion. It defines each element and provides examples. Additionally, it covers topics like the promotion mix, promotion objectives, promotion budgets, and legal/ethical issues in pricing. The overall purpose is to introduce the main components involved in developing an effective promotional strategy.
Similar to International marketing - Module 5 (20)
What Is Contract?, Formation of Indian Contract Act, Agreement,Offer or Proposal, TYPES OF OFFER, Acceptance, Capacity, Minors, Unsound Mind, Consideration, Consent, Legal Object, Void Agreement, Discharge of Contract, Remedies for breach of contracts, Contingent Contract, Contract of Indemnity, Essential elements of a contract of indemnity , RIGHTS OF INDEMNITY HOLDER, Contract of Guarantee, Essential elements of a contract of Guarantee, CONTRACT OF BAILMENT, Essential elements of a contract of Bailment, MODES OF DELIVERY
International Financial Markets & Sources of Funding for MNC'sThe Stockker
International Financial Environment, Euro Money Market, International Capital Markets, International Bond Market, International Equity Market, GDR’s, FCCB’s, External Commercial Borrowings (ECB’s), Working Capital Management in MNC’s, INTERNATIONAL CASH MGMT, Centralized Vs Decentralized CM, Techniques to optimize cash flows, Netting, Transfer Pricing, Sources of short term funds,
What Are Options?, Call Option, Put option, Options Terminology, Types of Options, Options Spreads, Long Calls and Puts, Spreads Bulls and Butterflies,
Derivative, Types of Derivative, Risk involved in derivative contracts, Commonly Used Terms, Long positions, Short Position, Spot Contract, Expiration, Market Maker, Bid Ask Spread.
Nature & Roles of Marketing Channels, Marketing (Distribution) Channel, Consumer Product Channels, Industrial Product Channels, Factors affecting selection of Distribution Channel, The Communication Process, Promotion (Communication) Mix, AIDA Model, Advertising, Selection of Media, Sales Promotion, Public Relation, Personal Selling, Direct Marketing, MKIS Model, Marketing Research, Research Process.
This document discusses various marketing management concepts related to products and pricing. It defines key terms like product, product mix, product differentiation, and branding. It explains different types of products, components of a product mix, ways to differentiate a product, and the significance of brands to producers, distributors, and consumers. It also outlines several branding strategies, methods of selecting brand names, pricing objectives and factors, and various pricing and promotional strategies.
Research methodology - Research Report Preparation, Bibliography & Annexure i...The Stockker
Process of Report Writing, Types of Research Reports, Precautions in preparing the Research Report, Significance of Bibliography, Suggestions & Recommendations
Research methodology - Estimation Theory & Hypothesis Testing, Techniques of ...The Stockker
Fundamentals, Standard Error, Estimation, Interval Estimation, Hypothesis, Characteristics of Hypothesis, Testing The Hypothesis, Type I & Type II error, One tailed & Two tailed test, Tabulated Values, Chi-square (2) Test, Analysis of variance (ANOVA)Introduction, The Sign Test, The rank sum test or The Mann-Whitney U test, Determination of Sample Size
Research methodology - Analysis of DataThe Stockker
Processing & Analysis of Data, Data editing, Benefits of data editing, Data coding, Classification of data, CLASSIFICATION ACCORDING THE ATTRIBUTES, CLASSIFICATION ON THE BASIS OF INTERVAL, TABULATION of data, Types of tables, Graphing of data, Bar chart, Pie chart, Line graph, histogram, Polygon / ogive, Analysis of Data, Descriptive Analysis, Uni-Variate Analysis, Bivariate Analysis, Multi-Variate Analysis, Causal Analysis, Inferential Analysis, PARAMETRIC TESTS, Non parametric Test,
Research methodology - Collection of DataThe Stockker
Concept of Sample, sampling, Characteristics of a good sample, Probability Sampling, Non Probability Sampling, Types of Data, Primary Data, Observations, Interview, The questionnaire method, Open v/s Closed questions, Precaution in Construction of Questionnaire, Collection of Secondary Data,
This document discusses research methods in management. It defines research as a systematic process of examining problems to find solutions. There are different types of research categorized by purpose (exploratory, descriptive, analytical, predictive), process (quantitative, qualitative), and outcome (basic, applied). Research is applied in various management functions like marketing, HR, finance, and production. Some problems researchers face are a lack of training, plagiarism, data manipulation, and lack of funding or permission. Researchers are advised to clearly define problems, thoroughly review literature, use representative samples, avoid plagiarism, and adopt proper statistics.
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The document summarizes key aspects of monetary policy including:
1) Instruments the Fed uses to control money supply such as open market operations and reserve requirements.
2) Goals of monetary policy including stable prices and full employment.
3) Intermediate targets the central bank aims to control like interest rates and money supply.
4) Whether monetary policy should follow rules or allow discretion.
This document discusses recent trends and the future of retail banking in India. Key trends include increased technology usage, rising incomes, and preference for alternate banking channels. Retail liabilities are expected to grow from tier 2/3 locations through value-added products and services. Retail credit, especially housing, auto, and personal loans, will continue expanding rapidly at 20-30% annually. Challenges include potential rising delinquencies, liquidity mismatches, and fraud risks. Overall, competition is expected to benefit customers through better service and pricing.
Budgeting as a Control Tool in Government Accounting in Nigeria
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Fabular Frames and the Four Ratio ProblemMajid Iqbal
Digital, interactive art showing the struggle of a society in providing for its present population while also saving planetary resources for future generations. Spread across several frames, the art is actually the rendering of real and speculative data. The stereographic projections change shape in response to prompts and provocations. Visitors interact with the model through speculative statements about how to increase savings across communities, regions, ecosystems and environments. Their fabulations combined with random noise, i.e. factors beyond control, have a dramatic effect on the societal transition. Things get better. Things get worse. The aim is to give visitors a new grasp and feel of the ongoing struggles in democracies around the world.
Stunning art in the small multiples format brings out the spatiotemporal nature of societal transitions, against backdrop issues such as energy, housing, waste, farmland and forest. In each frame we see hopeful and frightful interplays between spending and saving. Problems emerge when one of the two parts of the existential anaglyph rapidly shrinks like Arctic ice, as factors cross thresholds. Ecological wealth and intergenerational equity areFour at stake. Not enough spending could mean economic stress, social unrest and political conflict. Not enough saving and there will be climate breakdown and ‘bankruptcy’. So where does speculative design start and the gambling and betting end? Behind each fabular frame is a four ratio problem. Each ratio reflects the level of sacrifice and self-restraint a society is willing to accept, against promises of prosperity and freedom. Some values seem to stabilise a frame while others cause collapse. Get the ratios right and we can have it all. Get them wrong and things get more desperate.
Discovering Delhi - India's Cultural Capital.pptxcosmo-soil
Delhi, the heartbeat of India, offers a rich blend of history, culture, and modernity. From iconic landmarks like the Red Fort to bustling commercial hubs and vibrant culinary scenes, Delhi's real estate landscape is dynamic and diverse. Discover the essence of India's capital, where tradition meets innovation.
Navigating Your Financial Future: Comprehensive Planning with Mike Baumannmikebaumannfinancial
Learn how financial planner Mike Baumann helps individuals and families articulate their financial aspirations and develop tailored plans. This presentation delves into budgeting, investment strategies, retirement planning, tax optimization, and the importance of ongoing plan adjustments.
What Lessons Can New Investors Learn from Newman Leech’s Success?Newman Leech
Newman Leech's success in the real estate industry is based on key lessons and principles, offering practical advice for new investors and serving as a blueprint for building a successful career.
A toxic combination of 15 years of low growth, and four decades of high inequality, has left Britain poorer and falling behind its peers. Productivity growth is weak and public investment is low, while wages today are no higher than they were before the financial crisis. Britain needs a new economic strategy to lift itself out of stagnation.
Scotland is in many ways a microcosm of this challenge. It has become a hub for creative industries, is home to several world-class universities and a thriving community of businesses – strengths that need to be harness and leveraged. But it also has high levels of deprivation, with homelessness reaching a record high and nearly half a million people living in very deep poverty last year. Scotland won’t be truly thriving unless it finds ways to ensure that all its inhabitants benefit from growth and investment. This is the central challenge facing policy makers both in Holyrood and Westminster.
What should a new national economic strategy for Scotland include? What would the pursuit of stronger economic growth mean for local, national and UK-wide policy makers? How will economic change affect the jobs we do, the places we live and the businesses we work for? And what are the prospects for cities like Glasgow, and nations like Scotland, in rising to these challenges?
2. 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)
7. 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
9. It is any paid form of non – personal presentation and
promotion of ideas, goods, services by an identified sponsor.
10. 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
12. The planned & sustained effort to establish and maintain
goodwill between an organization & its publics
13. 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.
14. 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.
16. Direct communication to very specific individual /
costumers in order to generate immediate result.
Features
Direct Communication
Very specific Individual / Costumers
To obtain immediate result
18. Type of Product & Market
Media availability & control
Promotion Regulations
Product life cycle stage
Push v/s pull strategy
19. Cultural Barriers
Language
Education
Source & Country of origin effects
Noise levels
20. In Argentina ,Australia, Brazil, Columbia, U.K, Ireland,
Malaysia, Mexico, New Zealand, Poland, Singapore etc
premium and gift vouchers are legal.
In Belgium, Finland, France, hungry, Italy, Japan,
Spain, Sweden, U.S its legal but some restriction apply.
Some countries have set limit to premium.
Italy- 20% tax on prize value, Govt. notification
required.
Japan- 10%
Belgium- 5%
.
21. Austria has a discount law prohibiting cash
reduction.
In France it is illegal to sell the product
less than cost.
In Germany marketer must notify
authorities in advance.
In Austria and Germany special sales may
be made only during specified period of
time. Discount for payment on delivery
may not exceed 3%.
.
22. In Argentina, Australia, Belgium, Brazil, Chile,
Columbia, France, Israel, Italy, Mexico, New
Zealand, Spain, Sweden it is legal.
In U.S product sampling is legal with restrictions
on alcohol, tobacco, drugs and some agricultural
products.
In Poland, Holland, Hungry it is legal ,except
pharmaceutical ,alcoholic beverages.
In Japan legal, except medicine.
In UK legal but some restrictions on alcohol,
tobacco, medicines and some food.
Germany restricts door to door sampling.
.
23. In Argentina, Australia, Brazil, Japan,
Mexico, New Zealand etc it is legal.
In Spain, Venezuela, govt. registration is
required.
Singapore-legal but requires permission
from authorities.
Italy- legal 45% tax on prize value & govt.
notification required.
UK subject to compliance with lotteries &
Amusements Act.
.