This document provides an overview of marketing principles and concepts related to promotion. It defines marketing and discusses the key elements of the marketing mix - product, price, place, and promotion. It then focuses on the different tools that comprise the promotional mix, including advertising, personal selling, public relations, direct marketing, and sales promotion. Specific examples are provided for each promotional tool. The document concludes with a multiple choice quiz and additional exercises for students to test their understanding of marketing and promotion.

1. IBMMK108R1 Lecture made by : Esmae Ajlane 0804160 Jessie Lei 0814971 Yuki Deng 0814957 Sanne Huisman 0812504 E- lecture Marketing Promotion

2. Principles of Marketing Welcome to this E- lecture. With this E- lecture we want to prepare you as a student for you exam. Contents of this e- lecture: Study material and a mulitiple choice quiz. We hope you enjoy! Good luck.

3. Principles of Marketing Learning objectives: Understanding (the importance of) marketing for an organisation and its environment; Understanding why promotion segment occupies functional and psychological roles in marketing; Explaining how the promotion segment influence the communication among all parts in market; Explaining how manufactures, retailers stimulate consumption of costumers via promotion;

4. Lecture about Market identification and market mix Promotion in overall Integrated marketing communication Sales promotion -Advertising -Personal selling -Public relations Sales management Direct marketing Sponsorship

5. Do Quiz after the lecture in class Overview and conclude the contents to help students understanding what they gain in lecture

6. Lecture starts Marketing Promotion

7. Definition of marketing Marketing is the management process responsible for identifying, anticipating, and satisfying customer requirements profitably Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchange and satisfy individual and organisational objectives

8. Wider Definition of Marketing Marketing is to establish, maintain, and enhance relationships with customers and other partners, at a profit, so that the parties involved are met. This is achieved by mutual exchange and fulfillment of promises. (Gr ö nroos, 1997)

9. The Marketing Mix: Product and Promotion Product Development Management Features/benefits Branding Packaging After-sales service Promotion Communication mix Advertising Sales promotion Sales Public relations Direct marketing

10. The Marketing Mix: Price and Place Price Costs Profitability Value for money Competitiveness Incentives Place Access to market Channel structure Channel management Retailer image Logistics

11. Additional Ps People Processes Physical evidence

12. Promotion Consumer goods Non-profit marketing Industrial goods Service goods Small business marketing International marketing

13. Integrated marketing communication Five elements of the promotional mix. Advertising Personal selling Public relations Direct marketing Sales promotion { Advertising,personal selling, public relations}

14. Advertising a 'paid for ' communication Contents Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.

15. Personal Selling Personal selling is an effective way to manage personal customer relationships Contents T elemarketing (face-to-face or via telephone) Sales presentations Sales meetings Sales training Samples

16. Public relation Contents Newspaper and magazine articles/reports TVs and radio presentations charitable contributions speeches issue advertising seminars

17. Media selection Target audience Campaign objective Timing Geographic focus Budget Competitive environment Factors influencing;

18. Direct marketing Attempts to send its messages directly to consumers, without the use of intervening media. Commercial Communications E-mail Telemarketing Direct mail

19. Product Defined Product is a physical good, service, idea, person, or place that is capable of offering tangible and intangible attributes that individuals or organisations regard as so necessary, worthwhile or satisfying that they are prepared to exchange money, patronage or some other unit of value to acquire it. http://www.nytimes.com/packages/html/business/20070829_MATTEL_FEATURE/index.html

20. Anatomy of the product Dealer Promotion Maintenance Financing Insurance Environment Accessories Technology User friendliness Image Design Future design Technological Development Transportation Safety Pride / show-off Freedom Distinction Technology

21. Branding Branding seeks to create and communicate a three-dimensional character for a product that is not easily copied or damaged by competitors’ efforts.

22. Brand Defined A brand consists of any name, design, style, words, or symbols, singly or in combination, that distinguish one product from another in the eyes of the customer.

23. Trademarks are among the most economically efficient promotion tools. Trademarks can work effectively across borders, cultures, and languages. Famous marks can be recognized as brands even when the native population speaks a different language and reads a different alphabet.

24. The world’s top twenty most well-known brands 2001 (source: Interbrand study, 2001). American Express 20 Marlboro 10 BMW 19 Microsoft 9 Apple Computer 18 Levis 8 Pepsi Cola 17 Mercedes Benz 7 Kellogg's 16 Gillette 6 Nescafe 15 Sony 5 Visa 14 Kodak 4 Johnson & Johnson 13 Disney 3 Nike 12 Coca Cola 2 IBM 11 Mc Donald's 1

25. The Benefits of Branding Branding The consumer The retailer The manufacturer

26. Benefits of Branding for the Consumer Easier product identification Communicates features and benefits Helps product evaluation Establishes product’s position Reduces risk Creates interest

27. Benefits of Branding for the Retailer Helps create loyalty Defends against competition Creates differential advantage Allows premium pricing Helps targeting/ positioning Increases power over manufacturer

28. Lecture time over Let’s go to next slide and do Quiz

29. Time For the Quiz !! Go to http:// www.thesistools.com/?qid =84877&ln=eng Make the 15 questions and write all your answers down. You can check your answers afterwards.

30. Extra exercise Crosstest about marketing! http://www.learnmarketing.net/crosstest.htm