SESI 6 - STRATEGI PROMOSI YANG BERETIKA.pptx

The Marketing Pathfinder:
Key concepts and cases for
for marketing strategy and decision making
David Stewart and Michael Saren
Copyright © 2014 by John Wiley & Sons, Ltd. All rights reserved.

2. Developing Products
and Services
Product and service typology
Importance of innovation
Product life cycle
Diffusion of innovation
First mover advantage
10. Maverick
Marketing
Marketing mavericks
Marketing as practice
Marketing as service
Digital marketing
Boundary spanning
Four views of marketing
Delivering value
Creating value propositions
1. Mobilizing the
Marketing Endeavour
8. Finding the Right
Marketing Space
Distribution
Marketing channels
Channel structures
Impact of IT
Role of logistics
7. Successful Brand
Building
Strategic brand management
Types of brands
Semiotics
Brand extensions
Brand equity
9. Communication
Heaven
Integrated marketing comms
Communication objectives
Communication mechanisms
Media choices
3. Analysis and
Understanding
Demand forecasting
Market analysis
Competitor analysis
Market research
4. Understanding
Why They Buy
Influence of culture
Use of neo-tribes
Prosumers
Decision-making process
Means-end chain
5. How Much Are They
Prepared to Pay?
Break-even analysis
Price points
Value proposition
Pricing strategies
Revenue management
6. Over-Promising, Ethics,
and Sustainability
Role of promises
How & why over-promising occurs
Importance of ethics
Sustainable marketing
FIRM BUYER
Relational
Exchange
Experience

• List five ways over-promising can occur and
provide an example of each
• Identify the contemporary issues of sustainable
marketing
• Discuss integrated marketing communications
(IMC).
• Summarize the different types of advertising.
• Outline sales promotion.
• Describe pushing and pulling strategies
Learning objectives

Promises, promises
 The role of promises
◦ promises management
 quality and delivery key components
 making them is distinct from keeping them
 internal and external alignment
 implicit and explicit expectations
 organization-wide processes needed

The truth is out there
 How and why over-promising occurs
◦ lack of organizational integration
◦ unrealistic expectations set
◦ familiarity breeds discontent
◦ attention-seeking advertising
◦ symbolic differentiation only
◦ level of customer effort involved
◦ post-purchase offers

The truth is out there
 How and why over-promising occurs cont’d
◦ promises not met?
 complain
 switch custom elsewhere
 feedback
 customer recovery
 better to not over-promise in the first place

Honest guv!
 The importance of ethics
◦ branch of moral philosophy
◦ Marketing “a bad name”
◦ normative perspective
◦ distributive justice
◦ “general theory” of marketing ethics

It’s not easy being green
 Sustainable marketing
◦ a logical extension or a fundamental shift?
◦ metaphorical machine vs. living systems
◦ post-industrial marketing
 ability to embrace change
 dynamic configurations
 efficient resource management
 thinking in new ways

Promotion (1 of 2)
• Promotion is the function of informing, persuading,
and influencing a purchase decision.
• Some promotional strategies try to develop primary
demand, or consumer desire for a general product
category.
• Most promotions stimulate selective demand, or a
desire for a specific brand
3
Copyright ©2019 John Wiley & Sons, Inc.

Promotion (1 of 2)
Created by advertising
agency Goodby
Silverstein & Partners to
encourage the
consumption of cow’s
milk, “Got Milk” has
become one of the most
prolific primary demand
marketing campaigns of
all time.
10

Integrated Marketing Communications
• Integrated marketing communications (IMC) is the
coordination of all promotional activities—media
advertising, direct mail, personal selling, sales
promotion, and public relations—to produce a unified,
customer-focused message.
• Must take a broad view and plan for all form of
customer contact.
• Create unified personality and message for the good,
service, or brand.
• Elements include personal selling, advertising, sales
promotion, publicity, and public relations.
11

Promotional Mix
• Promotional mix- combination of personal and
nonpersonal selling components designed to meet the
needs of their firm’s target customers and effectively
and efficiently communicate its message to them.
• Personal selling- the most basic form of promotion: a
direct person-to-person promotional presentation to a
potential buyer.
• Nonpersonal selling- advertising, sales promotion,
direct marketing, and public relations
12

Components of the Promotional Mix (1 of 2)
Table 13.1 Comparing the Components of the Promotional Mix
Component Advantages Disadvantages
Personal Selling • For complex goods and services of high value,
more information can be conveyed
• Message can be tailored for each customer
• Produces immediate buyer response
• Effectiveness is easily measured
• High cost per contact
• Limited reach (can only cover one geographic
region or place at a time)
• Costly and difficulty attracting and retaining
effective salespeople
Nonpersonal Selling
Advertising • Reaches the masses at a low cost per contact
• Allows control of the message
• Messaging can be tailored to match each
audience
• Difficult to measure effectiveness
• Limited value for closing sales
• Costs can be high
• Can be confusing or untruthful
• Can add to a product’s cost
Sales Promotion • Attracts attention and creates awareness
• Effectiveness is easily measured
• Produces short-term sales increases
• Attracts customers away from competitors
• Creates upselling and crossselling
• Opportunities
• May only create temporary loyalty based upon
price
• Difficult to differentiate from similar programs
of competitors
• Nonpersonal appeal
• Can work against long-term company goals
13

Components of the Promotional Mix (2 of 2)
Component Advantages Disadvantages
Public Relations • Enhances product or company credibility
through third-party media
• Creates a positive attitude about the
product or company
• More detailed information to targeted
market
• Low cost compared to other Promotions
• Difficult to measure effectiveness
• Media may deliver an inaccurate message
• Overreliance on the media to deliver a
message
• Often devoted to nonmarketing activities
Direct Marketing • Response rates can be quantified and
tracked
• Can use to first test with a smaller
campaign
• Can appeal to a specific and appropriate
market segment
• Enhances brand awareness
• Increased demand from consumers to end
unsolicited contacts from companies
• Privacy issues
• Negative perception of direct marketers
• Consumers throw away direct mail pieces
or delete marketing emails
Sponsorships • Viewed positively by consumers
• Enhances brand awareness
• Target specific market segments
• Difficult to control message
14

Objectives of Promotional Strategies
Figure 13.1 Five Major Promotional Objectives
15

Promotional Planning
Promotional planning practices include:
• Product placement- marketers pay placement fees to have
their products showcased in various media, ranging from
newspapers and magazines to television and movies.
• Guerilla marketing- innovative, low-cost marketing efforts
designed to get consumers’ attention in unusual ways.
• Digital marketing of products or services using digital
channels to reach consumers through promotion of brands
through various forms of digital media.
16

Advertising
• Advertising- paid nonpersonal communication usually
targeted at large numbers of potential buyers.
• Advertising expenditures are great– carmakers spend
$20 billion per year.
• Consumers are bombarded with many messages.
• Firms need to be more and more creative and efficient at
getting consumers’ attention.
17

Types of Advertising (1 of 6)
• Product advertising- messages designed to sell a
particular good or service
• Institutional advertising- messages that promote
concepts, ideas, philosophies, or goodwill for
industries, companies, organizations, or government
entities
• Cause advertising- institutional messaging that
promotes a specific viewpoint on a public issue as a
way to influence public opinion and the legislative
process
18

Product advertising is used to sell a particular good or service. In this case, the
product is Heinz ketchup.
19

Advertising and the Product Life Cycle
• Informative advertising- used to build initial demand
for a product in the introductory phase
• Persuasive advertising- attempts to improve the
competitive status of a product, institution, or concept,
usually in the growth and maturity stages
• Comparative advertising- compares products directly
with their competitors either by name or by inference
• Reminder-oriented advertising - appears in the late
maturity or decline stages to maintain awareness of
the importance and usefulness of a product
20

Advertising Media Pie
Figure 13.2 Share of Ad Spending by Media Type
Source: Company website, “Advertising Expenditure Forecasts March 2018,” zenithmediacorp.com, accessed May
5, 2018.
21

• Television
• Easiest way to reach a large
number of consumers
• Most expensive
• Newspapers
• Dominate local advertising
• Short life span
• Radio
• Commuters in cars are
captive
• Internet radio offers new
opportunities
• Magazines
• Consumer publications and
trade journals w/customized
messages
• Direct Mail
• printed catalogs, ads, and
letters
• Outdoor Advertising
• $7+ billion annually
• Requires brief messages
• Digital Advertising
• Search engine marketing,
display ads, classified ads
22

Digital Marketing Trends (1 of 3)
Table 13.2 Digital Marketing Trends
Trend Description
Mobilfication On the rise and quickly becoming a top priority for marketers with personalized text
messages, apps, and even mobile-friendly websites.
Media Properties The best way to control the conversation with prospects and customers is to
provide helpful, authentic, quality content.
Chatbots A website or Facebook chatbots (with artificial intelligence) can be considered a tool on
the other side of the computer that can be used as a marketing strategy for
engagement, customer service issues, basic questions, or support.
Reviews Many consumers regularly check online reviews before purchasing a new
item. Organic traffic from search engine optimization continues to be one of the best
sources of web traffic for many businesses. While there are many elements involved in
ranking, the number of reviews is a key factor.
Video on Demand To increase sales, nothing on social media is as eye-catching as a good video
to tell a compelling story—and more mobile ads will be in the form of videos.
Most videos (90% of Twitter and 60% of YouTube) are viewed on mobile devices.
Facebook Live, YouTube, or a video on a website landing page are all options.
23

Trend Description
Branding Versus
Direct Response
Telling your story versus telling people what to do is critical. Rather than focusing attention
on the call to action, deliver value first by telling your brand’s story and portraying your
business in the best possible light.
Social Media
Influencers
There are advantages to social influencer marketing. Developing long-term organic and
authentic relationships with social media influencers that mesh with a brand can help
establish or revitalize a brand. Social media influencer Bryanboy works with Gucci, Prada,
and Calvin Klein.
Storytelling Social media “stories,” pioneered by Snapchat, have now become popular on Instagram,
Facebook, and YouTube. Stories capture a brand’s best moments from a day—and vanish
within 24 hours.
Voice Search Voice Search will profoundly change search engine optimization. Marketers must decide
how to market and build applications to voice-activated and searchable devices like
Amazon’s Alexa—who will retrieve and serve information to the user.
Consuming in
Virtual and
Augmented Worlds
Social media platforms have already started to adopt virtual reality and augmented reality
into their algorithms. IKEA has a virtual shopping application to preview furniture in your
own home before purchasing. Facebook offers 360-video publishing and Snapchat users
can project their virtual self into the real world as an animated, 3-D bitmoji.
24

Trend Description
Native
Advertising
A native ad, paid for by an advertiser to promote a product or service, includes
written or other material in an online publication that blends in by resembling
the publication’s editorial content. Examples include advertorial, instant
content, search advertising, recommended content, or sponsored listings.
Personalization With privacy and consumer confidence threatened, targeted advertising
depends on gaining insights into customers’ demographics and viewing
behaviors—and then augmenting this customer information with social media
data. To reach the right person at the right time at the right place with the right
message, personalization requires data and information to be highly accurate
and relevant.
Sources: Nick Brucker, “Four Emerging Digital Marketing Trends to Keep on Your Radar,” Forbes,
www.forbes.com, accessed May 6, 2018; Michael Tasner, “Six Digital Marketing Trends to Watch in
2018,” Forbes, www.forbes.com, accessed May 6, 2018; company website, “Deloitte Insights,”
www2.deloitte.com, accessed May 6, 2018; “12 Marketing Trends to Take Advantage of This Year,”
Forbes, www.forbes.com, accessed May 6, 2018; Jay Kernis, “The Rise of Social Media Influencers,”
CBS News, www.cbsnews.com, accessed May 6, 2018.
25

Digital billboards allow
advertisers the flexibility to
change a message
throughout the day with
real time updates and
conditional content based
upon weather and events.
26

• Online and Interactive Advertising
• Viral advertising creates a message that is novel or
entertaining enough for consumers to forward it to
others, spreading it like a virus.
• Many consumers resent the intrusion of pop-up ads
that suddenly appear on their computer screen.
27

• Sponsorship
• Providing funds for a sporting or cultural event in
exchange for a direct association with the event.
• Benefits: exposure to target audience and
association with image of the event.
• Other Media Options
• Marketers look for novel ways to reach customers:
infomercials, ATM receipts, directory advertising.
28

Sales Promotion
• Sales promotion consists of forms of promotion such as coupons, product
samples, and rebates that support advertising and personal selling.
Figure 13.3 The Most Common Types of Sales Promotions
29

Customer-Oriented Promotions
• Coupons attract new customers but focus on price
rather than brand loyalty.
• Rebates increase purchase rates, promote multiple
purchases, and reward product users.
• Samples - consumers who receive a sample will try it.
• Games, Contests, and Sweepstakes for new products
• Cash, merchandise, or travel prizes offered to
participating winners.
• Specialty Advertising
• Promotional items that prominently display a firm’s
name, logo, or business slogan.
30

Trade-Oriented Promotions
• Trade Promotion is sales promotion geared to
marketing intermediaries rather than to consumers
• Encourage retailers
• To stock new products
• To continue carrying existing ones
• To promote both new and existing products effectively to
consumers
31

Personal Selling (1 of 2)
• A person-to-person promotional presentation to a
potential buyer
• Many companies consider personal selling the key to
marketing effectiveness.
• A seller matches a firm’s goods and services to the needs
of a particular client or customer.
• Today, sales and sales-related jobs employ about 15
million U.S. workers
• Businesses often spend five to ten times as much on
personal selling as on advertising.
32

Personal Selling (2 of 2)
All sales activities involve
assisting customers. At
Weaver’s Coffee & Tea in
San Francisco, a helpful
barista is conscientious
about quality and friendly
service to accommodate a
customer’s specific needs
— and to increase and
maintain repeat sales.
33

Criteria for Personal Selling
• Customers are few in number and geographically
concentrated
• The produce is technically complex
• The product carries a relatively high price
• The produce moves through direct-distribution
channels.
34

Sales Tasks
• Order Processing
• Creative Selling
• Missionary Selling
• Telemarketing
35

The Sales Process
Figure 13.4 Seven Steps in the Sales Process
36

Prospecting, Qualifying, and Approaching
• A good salesperson varies
the sales process based
on customers’ needs and
responses.
• Prospecting - identifying
potential customers
• Qualifying - identifying
potential customers
• Approaching - analyzing
available data about a
prospective customer’s
product lines and other
pertinent information Figure 13.4 Seven Steps in the Sales Process
37

Presentation and Demonstration
• Presentation
• Salespeople communicate
promotional messages. They
may describe the major
features of their products,
highlight the advantages,
and cite examples of
satisfied consumers.
• Demonstration
• Reinforces the message that
the salesperson has been
communicating. Figure 13.4 Seven Steps in the Sales Process
38

Handling Objections and Closing
• Use objections as an
opportunity to answer
questions and explain how
the product will benefit the
customer.
• The closing is the critical
point in the sales process.
• Even if the sale is not made,
the salesperson should
regard the interaction as
the beginning of a potential
relationship.
39

Follow-Up
• An important part
of building a long-
lasting relationship.
• May determine
whether the
customer will make
another purchase.
40

Public Relations
• Public relations – a public organization’s communications
and relationships with its various audiences.
• Is an efficient, indirect communications channel for
promoting products. It can publicize products and help create
and maintain a positive image of the company.
• Publicity- nonpersonal stimulation of demand for a good,
service, place, idea, event, person, or organization by
unpaid placement of information in print or broadcast
media.
• Good publicity can promote a firm’s positive image.
• Negative publicity can cause problems.
41

Pushing and Pulling Strategies
• Pushing Strategy relies on personal selling to market an
item to wholesalers and retailers
• Pulling Strategy promotes a product by generating
consumer demand for it through advertising and sales
promotion
• Most marketing situations require combinations of push
and pull strategies
• Cooperative advertising – allowance provided by marketers
in which they share the cost of local advertising of their
firm’s product or product line with channel partners.
42

Copyright
Copyright © 2019 John Wiley & Sons, Inc.
All rights reserved. Reproduction or translation of this work beyond that permitted in
Section 117 of the 1976 United States Act without the express written permission of the
copyright owner is unlawful. Request for further information should be addressed to the
Permissions Department, John Wiley & Sons, Inc. The purchaser may make back-up
copies for his/her own use only and not for distribution or resale. The Publisher assumes
no responsibility for errors, omissions, or damages, caused by the use of these programs
or from the use of the information contained herein.
43

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