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The document discusses the key elements of an integrated marketing communications plan, including identifying the target audience, determining objectives, designing communications, selecting channels, and establishing a budget. It outlines the major components of the marketing communications mix, such as advertising, sales promotion, public relations, direct marketing, and personal selling. It also describes best practices for developing an effective integrated marketing communications strategy.
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Kotler mm 14e_17_ippt
The document discusses marketing communications and integrated marketing communications programs. It covers the major modes of marketing communications including advertising, sales promotion, public relations, direct marketing, and personal selling. It outlines the steps in developing effective communications programs, including identifying the target audience, determining objectives, designing the message strategy and creative appeals, selecting communication channels, establishing a budget, and deciding on the right media mix. Finally, it discusses developing an integrated marketing communications program that coordinates these various communications tools.
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This document discusses marketing communications and integrated marketing programs. It covers the major modes of communication like advertising, sales promotion, public relations, and personal selling. It outlines steps for developing effective communications like identifying the target audience, determining objectives, designing the message, selecting channels, and establishing budgets. The document also discusses factors for setting an optimal communications mix and evaluating communication tools. The overall goal is to understand how to design and integrate various marketing communication elements into a coherent program.
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The document discusses marketing communications and integrated marketing communications programs. It outlines the major steps in developing effective communications, which include identifying the target audience, determining objectives, designing communications, selecting channels, establishing a budget, deciding on the media mix, and measuring results. It also discusses the different modes of marketing communications like advertising, sales promotion, public relations, direct marketing, and personal selling. The communications mix should be set based on factors like the product market, buyer readiness stage, and product life cycle stage. An integrated marketing communications program combines different communication modes to send a unified message.
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The document discusses marketing communications and integrated marketing communications programs. It covers the major modes of marketing communications including advertising, sales promotion, public relations, direct marketing, and personal selling. It outlines the steps in developing effective communications programs, including identifying the target audience, determining objectives, designing the message strategy and creative appeals, selecting communication channels, establishing a budget, and deciding on the right media mix. Finally, it discusses developing an integrated marketing communications program that coordinates these various communications tools.
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Benefits to Buyers
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Information
Interactive
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14 -
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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The document defines marketing as an organizational function that involves creating, communicating, and delivering value to customers. Marketing management is the process of choosing target markets and attracting/retaining customers through superior value. The document outlines fundamental marketing concepts like customer needs and segmentation. It also discusses how marketing has evolved from a production focus to a customer-centric approach involving relationship building and integrated strategies. Successful marketing management requires tasks like developing strategies, understanding customers, building brands, and communicating value.
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The document defines marketing as an organizational function involving processes for creating, communicating, and delivering value to customers. Marketing management involves choosing target markets and growing customer relationships through superior value. The document outlines fundamental marketing concepts like customer needs and segmentation. It also discusses how marketing has evolved from a production focus to a customer-centric approach involving relationship building and integrated strategies. Successful marketing management requires tasks like developing strategies, understanding customers, building brands, and communicating value.
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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High prices result from:
High costs of distribution
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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‹#›
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Banner Ads
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Rapid Growth of Sales Promotions
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
Reasons for Growth
Outside competition and less differentiation
Advertising less effective
Consumers are deal oriented
Product managers pressure to increase sales
Types of Consumer Promotions
Samples Advertising Specialties
Coupons POP displays
Rebates Contests/sweepstakes/games
Price packs
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13 -
‹#›
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall
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Trade promotions are sales promotion tools used
to persuade
resellers to
carry
a brand, give it
shelf space, ...
Kotler mm 14e_01_sppt
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The document defines marketing as an organizational function involving processes for creating, communicating, and delivering value to customers. Marketing management involves choosing target markets and growing customer relationships through superior value. The document outlines fundamental marketing concepts like customer needs and segmentation. It also discusses how marketing has evolved from a production focus to a customer-centric approach involving relationship building and integrated strategies. Successful marketing management requires tasks like developing strategies, understanding customers, building brands, and communicating value.
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The document discusses the key elements of an integrated marketing communications plan. It identifies the major communication platforms that comprise the marketing communications mix, including advertising, sales promotion, public relations, direct marketing, and personal selling. It then outlines the steps involved in developing an effective integrated marketing communications strategy, such as identifying the target audience, determining objectives, designing communications, selecting channels, and establishing budgets.
kotler_mm_14e_20_ippt.ppt
The document discusses factors that limit new product development, including shortage of ideas, fragmented markets, and higher costs and shorter timelines. It also discusses ways to find new product ideas, such as customer surveys and brainstorming sessions. Finally, it discusses testing new products in test markets before full adoption, and categorizing customers based on when they adopt new products.
Kotler_MM_14e_21_ippt.ppt
The document discusses international marketing and the major decisions involved. It outlines reasons for pursuing global markets such as profit opportunities and countering competitors. However, there are also risks like lack of cultural understanding. Companies typically progress through four stages of internationalization from no exports to establishing foreign production facilities. Firms can enter foreign markets through various modes ranging from indirect exporting to direct investment. While global marketing offers advantages like economies of scale, differences across countries require adaptation of marketing mix elements to local needs.
kotler_mm_14e_11_ippt.ppt
This document discusses competitive dynamics and strategies for different stages of a product life cycle. It describes hypothetical market structures and ways companies can expand their total market or protect existing market share through strategies like lowering prices, advertising, and product innovation. The stages of the product life cycle are growth, maturity, and decline, and the document provides example marketing strategies for each stage, such as improving products in growth and targeting new customer segments in maturity. Finally, it discusses how companies may need to modify their brand, products, or marketing programs over time to maintain relevance.
kotler_mm_14e_10_ippt.ppt
The document discusses brand positioning and differentiation strategies. It provides examples of value propositions for Perdue Chicken and Domino's Pizza. It also outlines means of differentiation such as employee, channel, image, and services. Additionally, it examines personnel and image differentiation using Singapore Airlines as a case study and discusses gaining market share, mind share, and heart share.
kotler_mm_14e_14_ippt.ppt
The document discusses developing pricing strategies and programs. It begins by listing synonyms for price and common pricing mistakes such as not revising prices for market changes. It then covers consumer psychology related to pricing like reference prices and price cues. The document outlines the steps in setting prices which include selecting objectives, determining demand, estimating costs, analyzing competitors, selecting pricing methods, and setting the final price. It provides examples of pricing methods and discusses using discounts, geographic pricing, and promotional pricing tactics.
kotler_mm_14e_12_ippt.ppt
This document discusses product strategy and defines a product as anything that can satisfy a want or need. It describes different levels and classifications of products, including durability, tangibility, consumer vs. industrial goods, and product differentiation strategies. Packaging is discussed as the "fifth P" of marketing, with objectives like identifying brands and facilitating transportation. Labels are described as identifying, grading, describing, and promoting products.
kotler_mm_14e_15_ippt.ppt
A marketing channel is the set of organizations involved in making a product available to consumers. There are two main strategies for moving products through channels - a push strategy uses sales teams to induce intermediaries to sell a product, while a pull strategy uses advertising to create consumer demand. Modern buyers expect integrated channels that allow online and in-store purchasing. Channel members take on roles like information gathering, financing inventory, and facilitating transactions. Managing channels effectively requires selecting, training, motivating, and evaluating intermediaries to reduce potential conflicts over goals, roles, perceptions, and dependence.
kotler_mm_14e_13_ippt.ppt
The document discusses key aspects of managing and designing services, including the different categories of service mixes, distinctive characteristics of services like intangibility and variability, ways to control quality such as investing in hiring and training and monitoring customer satisfaction, and best practices for services which involve strategic concepts, high standards, self-service technologies, and satisfying both customers and employees.
kotler_mm_14e_16_ippt.ppt
The document discusses various topics related to retailing, wholesaling, and logistics. It describes different types of retailers, levels of retail service, and forms of non-store retailing. It also covers changes in the retail environment, retailers' marketing decisions, store atmosphere design, tips to increase in-store sales, the growth of private label brands, wholesaling functions, supply chain management, market logistics, logistics decisions, determining optimal order quantity, and factors considered for transportation.
kotler_mm_14e_20_ippt.ppt
The document discusses factors that limit new product development, including shortage of ideas, fragmented markets, and higher costs and shorter timelines. It also discusses ways to find new product ideas, such as customer surveys and brainstorming sessions. Finally, it discusses testing new products in test markets before full adoption, and categorizing customers based on when they adopt new products.
kotler_mm_14e_15_ippt.ppt
A marketing channel is the set of organizations involved in making a product available to consumers. There are two main strategies for moving products through channels - a push strategy uses sales forces to induce intermediaries to sell a product, while a pull strategy uses advertising to create consumer demand. Modern buyers expect integrated channels that allow online and in-store purchasing. Channel members take on roles like information gathering, financing inventory, and facilitating transactions. Managing channels effectively requires selecting, training, motivating, and evaluating channel members to reduce potential conflicts over incompatible goals or unclear roles and responsibilities.
kotler_mm_14e_20_ippt.ppt
The document discusses international marketing and the major decisions involved, including whether to enter global markets, which markets to enter, and how to enter foreign markets. It outlines reasons for pursuing global markets, such as profit opportunities and serving customers who require international service, as well as risks like lack of understanding of foreign cultures and regulations. It then describes four stages of internationalization, from no exports to establishing production facilities abroad, and five modes of entering foreign markets with varying commitment levels. Finally, it discusses aspects of marketing that may need to be adapted, such as product features, pricing, and promotion, for different international markets.
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Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
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1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
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kotler_mm_14e_17_ippt.ppt
- 2. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-2 Marketing Communications Mix Advertising Sales promotion Events and experiences Public relations and publicity Direct marketing Interactive marketing Word-of-mouth marketing Personal selling
- 3. Table 17.1 Communication Platforms Advertising Print and broadcast ads Packaging inserts Motion pictures Brochures and booklets Posters Billboards POP displays Logos Videotapes Sales Promotion Contests, games, sweepstakes Premiums Sampling Trade shows, exhibits Coupons Rebates Entertainment Continuity programs Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-3
- 4. Table 17.1 Communication Platforms Events/ Experiences Sports Entertainment Festivals Art Causes Factory tours Company museums Street activities Public Relations Press kits Speeches Seminars Annual reports Charitable donations Publications Community relations Lobbying Identity media Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-4
- 5. Table 17.1 Communication Platforms Personal Selling Sales presentations Sales meetings Incentive programs Samples Fairs and trade shows Direct Marketing Catalogs Mailings Telemarketing Electronic shopping TV shopping Fax mail E-mail Voice mail Websites Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-5
- 6. Figure 17.1 Elements in the Communications Process Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-6
- 7. Figure 17.2 Micromodels of Communications Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-7
- 8. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-8 Figure 17.4 Steps in Developing Effective Communications Identify target audience Determine objectives Design communications Select channels Establish budget Decide on media mix Measure results/ manage IMC
- 9. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-9 Communications Objectives Category need Brand awareness Brand attitude Purchase intention
- 10. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-10 Designing the Communications Message strategy Creative strategy Message source
- 11. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-11 Message Source
- 12. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-12 Select Communication Channels Personal Nonpersonal
- 13. Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 17-13 Establish the Budget Affordable Percentage-of-Sales Competitive Parity Objective-and-Task
- 14. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-14 Objective-and-Task Method Establish the market share goal. Determine the percentage that should be reached. Determine the percentage of aware prospects that should be persuaded to try the brand. Determine the number of advertising impressions per 1% trial rate. Determine the number of gross rating points that would have to be purchased. Determine the necessary advertising budget on the basis of the average cost of buying a GRP.
- 15. Characteristics of the Mix Advertising Pervasiveness Amplified expressiveness Impersonality Sales Promotion Communication Incentive Invitation Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-15
- 16. Characteristics of the Mix Public Relations and Publicity High credibility Ability to catch buyers off guard Dramatization Events and Experiences Relevant Involving Implicit Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-16
- 17. Characteristics of the Mix Direct Marketing Customized Up-to-date Interactive Word of Mouth Marketing Credible Personal Timely Personal Selling Personal interaction Cultivation Response Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 17-17