Downloaded 15 times
More Related Content
Similar to Marketing Management – Module IV
Marketing Management – Module IV
- 1.
- 2. Marketing (Distribution) Channel Marketing channelsare the distribution networks through which producer’s product flow to the market. A distribution channel is a system of relationships existing among businesses that participate in the process of buying & selling the products
- 3. Nature & Rolesof Marketing Channels Transfer of Title Financing Exchange of Information Demand Forecasting Sales Promotion Market Expansion
- 4. Consumer Product Channels ManufacturerManufacturer Manufacturer Manufacturer Consumer Consumer Consumer Consumer Retailer Retailer Retailer Wholesaler Wholesaler Agents 0 Level Channel 1 Level Channel 2 Level Channel 3 Level Channel
- 5. Industrial Product Channels ManufacturerManufacturer Manufacturer Manufacturer Industrial Buyer Industrial Buyer Industrial Buyer Industrial Buyer Industrial Distributor Industrial Distributor AgentsAgents
- 6. Factors affecting selectionof Distribution Channel Channel Objective ◦Convenience to Consumer ◦Product Characteristics ◦Company Factors ◦Competition ◦Product life cycle stage Intensity of Market Coverage ◦Intensive ◦Selective ◦Exclusive
- 7. Factors affecting selectionof Distribution Channel Channel Terms & Conditions ◦Price policy & trade margins ◦Payment terms ◦Territorial demarcation Evaluation of Channel Alternatives Training Motivating Performance Evaluation
- 8. The Communication Process SenderEncoding Message Media Decoding Receiver ResponseFeedback Noise
- 9. What is MarketingCommunication ? 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)
- 10. Promotional Objective ◦Introduction ◦Awareness Enhancement ◦Reinforcement ◦ExpandingMarket Share ◦Neutralizing Negative Perception
- 11. Promotion (Communication) Mix Tools whichare 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
- 12. Steps in developing effectivecommunication Select the target audience Determine the communication objectives Decide on the budget Create a message Choose media Collect feedback
- 13.
- 14. Advertising It is anypaid form of non – personal presentation and promotion of ideas, goods, services by an identified sponsor.
- 15. Objectives of Advertising SalesObjective Communication Objective 90% Awareness 70% Knowledge 10% Trial 25% Preference 40% Liking 5% repurchase / regular use
- 16. Types of AdvertisingMedia Print Media ◦Newspaper ◦Magazines Electronic Media ◦Television ◦Radio Out Door Media ◦Billboards ◦Posters ◦Pamphlets Other ◦Direct Mail or e-mail ◦Internet
- 17. Selection of Media Geographicalcoverage Type & quantity of audience reach Frequency with which it can touch the target audience Comparative cost Possibilities of using sound, color & movement
- 18. Sales Promotion Sales promotionare 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
- 19. Intermediaries level ◦Margins ◦Credits ◦Discounts ◦Free goods ◦Shelfspace display incentives ◦Promotion allowances ◦Distribution of awards Internal Customers (sales force) ◦Bonuses ◦Contests ◦Awards & Prizes Sales Promotion
- 20. Public Relation The planned& sustained effort to establish and maintain goodwill between an organization & its publics
- 21. Tools of PR Publicationin 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.
- 22. Personal Selling A personalpresentation by a company’s representative to one or more than one prospect costumer in order to make sales and developing relationship with the customer.
- 23. Personal Selling Sales Presentation SalesMeeting Fairs and trade shows
- 24. Direct Marketing Direct communicationto very specific individual / costumers in order to generate immediate result. Features Direct Communication Very specific Individual / Costumers To obtain immediate result
- 25.
- 26. Marketing Information System Consistsof people, equipment, and procedures that gather, sort, analyze, evaluate, and distribute needed, timely, and accurate information to marketing decision makers
- 27. Input subsystems Output subsystems DD AA TT AA BB AA SS EE Accounting information system Marketing research subsystem Marketing intelligence subsystem Internal sources Environmentalsources Product subsystem Place subsystem Promotion subsystem Price subsystem Integrated- mix subsystem Users DataData InformationInformation MKIS ModelMKIS Model
- 28. Marketing Research A systematic& objective process of collecting, recording and analyzing data to facilitate marketing decisions.
- 29. Research Process Problem Definition PlanningResearch Design Selection of Sample Collecting Data Analysing Data Formulating Conclusion & Preparing the Report
- 30. Presented by Dr. DharmeshMotwani. Visit us online at www.TheStockker.com