SlideShare uma empresa Scribd logo
1 de 64
Baixar para ler offline
Fundamental Of
            Marketing
             MKT243
                   Chapter 10
          Advertising, Sales Promotion,
            Public Relation, Personal
          Selling and Direct Marketing


DHD2009      MKT243   Fundamental Of Marketing   1
Slide Outline
•   Effects of advertising
•   Major types of advertising
•   Steps in creating an advertising
    campaign
•   Media decisions
•   Public Relations
•   Sales Promotion
•   Personal Selling
      1. Steps in Selling Process
      2. Sales Management

DHD2009                                        2
                   MKT243 Fundamental Of Marketing
Advertising


DHD2009     MKT243   Fundamental Of Marketing   3
Advertising
Advertising is any paid form of non-
 personal presentation and promotion of
 ideas, goods, or services by an identified
 sponsor




DHD2009                                    4
               MKT243 Fundamental Of Marketing
Advertising
      Setting Advertising Objectives
 An advertising objective is a specific communication
     task to be accomplished with a specific target
             audience during a specific time

                    Objectives

                    • Inform
                    • Persuade
                    • Remind


DHD2009                                       5
                  MKT243 Fundamental Of Marketing
Major Types of Advertising

                   Designed to enhance a company’s
                   Designed to enhance a company’s
  Institutional
   Institutional    image rather than promote a
                     image rather than promote a
  Advertising
   Advertising           particular product.
                         particular product.

    Product
     Product       Designed to tout the benefits of a
                   Designed to tout the benefits of a
   Advertising
   Advertising         specific good or service.
                       specific good or service.




DHD2009                                        6
                   MKT243 Fundamental Of Marketing
Major Types of Advertising
a) Institutional Advertising
   -A form of advertising designed to
   enhance a company’s image rather
   than promote a particular product.
   -a.k.a Corporate Advertising
   -To maintain favorable attitude and
   image towards the company


DHD2009                                 7
            MKT243 Fundamental Of Marketing
Major Types of Advertising
b) Product Advertising
   -A form of advertising that touts
   the benefits of specific good or
   service
   -Consist of 4 types of Product
   Advertising:
      i.     Pioneering Advertising
      ii.    Competitive Advertising
      iii.   Comparative Advertising
      iv.    Reminder Advertising

DHD2009                                         8
                    MKT243 Fundamental Of Marketing
Product Advertising
i.     Pioneering/ Informative Advertising
       To stimulate primary demand for a new product or
       product category (introductory stage)

ii.    Competitive Advertising
       To influence demand for a specific brand to compete with
       other competitors’ brands (Growth stage)

iii.   Comparative Advertising
       Compares between two or more competing brands on
       one or more specific attributes (Maturity stage)

iv.    Remainder Advertising
       Advertising that are aim to help maintain customer
       relationships and keep customers thinking about the
       product. It is important with mature products.


DHD2009                                           9
                      MKT243 Fundamental Of Marketing
Creative Decisions
                    Identify
                     Identify
                product benefits
                product benefits

             Develop and evaluate
             Develop and evaluate
              advertising appeals
              advertising appeals

                    Execute
                    Execute
                 the message
                  the message

                 Evaluate the
                  Evaluate the
            campaign’s effectiveness
            campaign’s effectiveness

DHD2009                                   10
              MKT243 Fundamental Of Marketing
Creative Decisions in Advertising
     (McDaniel, Lamb, Hair)
1. Identifying Product Benefits
   -The goal of advertising is to sell the
   benefits of the product, not its attributes.
   -An attributes is simple feature of the
   product e.g: easy-open package or
   special formulation
   -Product benefit is what the consumer
   will achieve by using the product.


DHD2009                                    11
               MKT243 Fundamental Of Marketing
Creative Decisions in Advertising
     (McDaniel, Lamb, Hair)
2. Developing & Evaluating Advertising
   Appeals
   -Advertising appeal-A reason for a
   person to buy a product




DHD2009                                 12
            MKT243 Fundamental Of Marketing
Common Advertising Appeals
                                 Love/
                                  Love/
              Profit
              Profit            Romance
                                Romance
   Other
   Other                                           Health
                                                   Health



 Environ-
  Environ-
  mental
                       Common
                       Common
   mental                                            Fear
conscious-
conscious-             Appeals
                        Appeals                      Fear
   ness
    ness


   Vanity/
   Vanity/                                     Admiration
                                               Admiration
  Egotism
  Egotism
               Fun/
                Fun/           Convenience
                               Convenience
             Pleasure
             Pleasure

 DHD2009                                     13
                 MKT243 Fundamental Of Marketing
Creative Decisions in Advertising
     (McDaniel, Lamb, Hair)
3. Executing the Message.
   -Is the way the advertisement
   portrays its information
   -AIDA plan is a good blueprint for
   executing advertising massage
   -An Ad must immediately draw the
   reader’s, viewer’s, or listener’s
   attention.
DHD2009                                 14
            MKT243 Fundamental Of Marketing
Executing the Message
            Scientific
            Scientific         Slice-of-Life
                               Slice-of-Life
  Musical
  Musical                                         Lifestyle
                                                  Lifestyle




 Demon-
                    Common
                    Common                         Spokes-
                                                    Spokes-
 Demon-                                             person/
 stration
 stration          Executional
                   Executional                      person/
                                                  Testimonial
                                                  Testimonial
                     Styles
                      Styles
  Mood or
  Mood or                                         Fantasy
                                                  Fantasy
   Image
    Image     Real/
               Real/
            Animated
            Animated            Humorous
                                Humorous
             Product
             Product
            Symbols
             Symbols
DHD2009                                     15
                MKT243 Fundamental Of Marketing
Listerine Uses a Slice-of-Life Execution




DHD2009                                    16
               MKT243 Fundamental Of Marketing
Apple Uses a Testimonial




DHD2009                                17
           MKT243 Fundamental Of Marketing
Mentadent Uses a Demonstration




DHD2009                               18
          MKT243 Fundamental Of Marketing
Jeep Uses Imagery/ fantasy for the Wrangler




DHD2009                                   19
              MKT243 Fundamental Of Marketing
Creative Decisions in Advertising
     (McDaniel, Lamb, Hair)
4. Post-campaign Evaluation
   -Have to review the impact of the
   ad in term of sales, market share or
   awareness.




DHD2009                                 20
            MKT243 Fundamental Of Marketing
Major Types of Advertising
          Media
              Newspapers
              Newspapers
               Magazines
               Magazines
                 Radio
                 Radio
               Television
               Television
            Outdoor Media
            Outdoor Media
                Internet
                 Internet
           Alternative Media
           Alternative Media
DHD2009                               21
          MKT243 Fundamental Of Marketing
Television Pros and Cons
     Advantages                           Disadvantages
     Mass coverage
     Mass coverage                          Low selectivity
                                            Low selectivity

          High reach
          High reach                      Short message life
                                          Short message life

 Impact of sight, sound
 Impact of sight, sound                   High absolute cost
      and motion                          High absolute cost
      and motion

      High prestige
      High prestige                      High production cost
                                         High production cost
                                         High production cost
                                         High production cost

  Low cost per exposure
  Low cost per exposure                         Clutter
                                                Clutter

    Attention getting
    Attention getting

    Favorable image
    Favorable image
DHD2009                                            22
                       MKT243 Fundamental Of Marketing
Radio Pros and Cons
     Advantages                         Disadvantages
     Local coverage
     Local coverage
     Local coverage
      Local                                 Audio only
                                            Audio only

          Low cost
          Low cost                            Clutter
                                              Clutter

     High frequency
     High frequency                    Low attention getting
                                       Low attention getting

          Flexible
          Flexible                       Fleeting message
                                         Fleeting message

   Low production cost
   Low production cost

Well-segmented audience
Well-segmented audience


DHD2009                                          23
                     MKT243 Fundamental Of Marketing
Magazine Pros and Cons
     Advantages                          Disadvantages
                                         Long lead time for
                                         Long lead time for
 Segmentation potential
 Segmentation potential                    ad placement
                                            ad placement

   Quality reproduction
   Quality reproduction                      Visual only
                                             Visual only

 High information content
 High information content                 Lack of flexibility
                                          Lack of flexibility

          Longevity
          Longevity

     Multiple readers
     Multiple readers




DHD2009                                           24
                      MKT243 Fundamental Of Marketing
Newspaper Pros and Cons
     Advantages                         Disadvantages
     High coverage
     High coverage                           Short life
                                             Short life

          Low cost
          Low cost                            Clutter
                                              Clutter

   Short lead time for
   Short lead time for                 Low attention getting
                                       Low attention getting
      placing ads
       placing ads
  Ads can be placed in
  Ads can be placed in               Poor reproduction quality
    interest sections                Poor reproduction quality
     interest sections

  Timely (current ads)
  Timely (current ads)              Selective reader exposure
                                    Selective reader exposure

Reader controls exposure
Reader controls exposure

 Can be used for coupons
 Can be used for coupons
DHD2009                                          25
                     MKT243 Fundamental Of Marketing
Outdoor Pros and Cons
     Advantages                                                 Disadvantages
    Location specific
    Location specific                                          Short exposure time
                                                               Short exposure time

     High repetition
     High repetition                                                       Short ads
                                                                           Short ads

      Easily noticed
      Easily noticed                                                       Poor image
                                                                           Poor image

                                                                   Local restrictions
                                                                   Local restrictions




DHD2009                                            26
                       MKT243 Fundamental Of Marketing
                   © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Internet Pros and Cons
     Advantages                                                   Disadvantages
   User selects product
   User selects product                                               Limited creative
                                                                      Limited creative
       information
        information                                                     capabilities
                                                                         capabilities
   User attention and
   User attention and                                             Websnarl (crowded
                                                                  Websnarl (crowded
      involvement
       involvement                                                    access)
                                                                       access)

 Interactive relationship
 Interactive relationship                                     Technology limitations
                                                              Technology limitations

                                                            Few valid measurement
                                                            Few valid measurement
  Direct selling potential
  Direct selling potential                                        techniques
                                                                   techniques

Flexible message platform
Flexible message platform                                                Limited reach
                                                                         Limited reach




DHD2009                                          27
                     MKT243 Fundamental Of Marketing
                     © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Public Relation



DHD2009   MKT243   Fundamental Of Marketing   28
PR
• Is the element in the promotional mix that
  evaluating public attitudes, identifies issues that
  may elicit public concern, and executes programs
  to gain public understanding and acceptance
  (McDaniel, Lamb, Hair)

• Building good relations with the company’s
  various publics by obtaining favorable publicity,
  building up a good corporate image, and handling
  or heading off unfavorable rumors, stories and
  events (Kotler and Armstrong)

• Public relations is used to promote product,
  people, ideas, and activities

DHD2009                                      29
                 MKT243 Fundamental Of Marketing
The Role of Public Relations
   Evaluates public attitudes
   Evaluates public attitudes


   Identifies issues of public concern
    Identifies issues of public concern


   Executes programs to gain public acceptance
   Executes programs to gain public acceptance




DHD2009                                       30
                  MKT243 Fundamental Of Marketing
Public Relations functions
• Press relations or press
  agency
• Product publicity
• Public affairs
• Lobbying
• Investor and Employee
  relations
• Development
• Crisis Management




 DHD2009                                      31
                  MKT243 Fundamental Of Marketing
Public Relations
Press relations or press agency
  involves the creation and placing of
  newsworthy information to attract
  attention to a person, product, or
  service

Product publicity involves publicizing
  specific products

Public affairs involves building and
  maintaining national or local
  community relations
DHD2009                                   32
              MKT243 Fundamental Of Marketing
Public Relations
Lobbying involves building and maintaining
   relations with legislators and government
   officials to influence legislation and regulation

Investor relations involves maintaining
   relationships with shareholders and others in the
   financial community

Development involves public relations with donors
  or members of nonprofit organizations to gain
  financial or volunteer support



DHD2009                                       33
                  MKT243 Fundamental Of Marketing
Public Relation Can Shape Corporate Images




DHD2009                                   34
              MKT243 Fundamental Of Marketing
              © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Major PRs Tools
1.   New product publicity
2.   Product placement
3.   Consumer Education
4.   Event sponsorship
5.   Issue Sponsorship
6.   Internet Web sites


DHD2009                                   35
              MKT243 Fundamental Of Marketing
Sales Promotion



DHD2009   MKT243   Fundamental Of Marketing   36
Sales Promotion

Sales promotion refers to the
 short-term incentives to encourage
 purchases or sales of a product or
 service:
– Consumer promotions
– Trade promotions




DHD2009                                  37
             MKT243 Fundamental Of Marketing
Sales Promotion
• Consumer Sales promotion
  Targeted to the consumer market or
  final users

• Trade Sales promotion
  Directed to members of the
  marketing channel members,
  retailers and wholesalers
DHD2009                                  38
             MKT243 Fundamental Of Marketing
Uses of Sales Promotion
            Immediate purchases
             Immediate purchases

                Increase trial
                 Increase trial

          Boost consumer inventory
          Boost consumer inventory

           Encourage repurchase
           Encourage repurchase

          Increase ad effectiveness
           Increase ad effectiveness

          Encourage brand loyalty
          Encourage brand loyalty

DHD2009                                 39
            MKT243 Fundamental Of Marketing
Tools for Sales Promotion
      CONSUMER                               TRADE

   Coupons and Rebates
   Coupons and Rebates                  Trade Allowances
                                        Trade Allowances

          Premiums
          Premiums                         Push Money
                                           Push Money

Loyalty Marketing Programs
Loyalty Marketing Programs                   Training
                                             Training

 Contests & Sweepstakes
 Contests & Sweepstakes                 Free Merchandise
                                        Free Merchandise

          Sampling
          Sampling                     Store Demonstration
                                       Store Demonstration

Point-of-Purchase Promotion
Point-of-Purchase Promotion       Conventions & Trade Shows
                                  Conventions & Trade Shows
DHD2009                                          40
                     MKT243 Fundamental Of Marketing
Tools for Sales Promotion
• Samples offer a trial amount of a
  product
• Coupons are certificates that give
  buyers a saving when they purchase
  specified products
• Cash refunds are similar to coupons
  except that the price reduction occurs
  after the purchase
• Price packs offer consumers savings off
  the regular price of a product
DHD2009                                  41
             MKT243 Fundamental Of Marketing
Tools for Sales Promotion
 • Premiums are goods offered either for free or
   at low price

 • Advertising specialties are useful articles
   imprinted with the advertiser’s name, logo, or
   message that are given as gifts to consumers

 • Point-of-purchase promotions include
   displays and demonstrations that take place at
   the point of sales


DHD2009                                      42
                 MKT243 Fundamental Of Marketing
Samples are often distributed with local
                newspapers




DHD2009                                    43
               MKT243 Fundamental Of Marketing
Armor All Uses an On-Package
              Sample




DHD2009                                44
           MKT243 Fundamental Of Marketing
Tools for Sales Promotion
 Contests, sweepstakes, and games
  give consumers the chance to win
  something—such as cash, trips, or
  goods—by luck or through extra effort
 • Contests require an entry by a consumer
 • Sweepstakes require consumers to submit
   their names for a drawing
 • Games present consumers with something
   that may or may not help them win a prize



DHD2009                                     45
                MKT243 Fundamental Of Marketing
Contests and Sweepstakes
  Contest: a promotion where consumers compete for
  Contest: a promotion where consumers compete for
  prizes or money on the basis of skills or ability. Winners
  prizes or money on the basis of skills or ability. Winners
  are determined by judging entries or ascertaining which
  are determined by judging entries or ascertaining which
  entry comes closes to some predetermined criteria
  entry comes closes to some predetermined criteria




                                                                             Illegal in
                                                                            Malaysia!!!


   Sweepstakes/games: a promotion where winners are
   Sweepstakes/games: a promotion where winners are
   determined purely by chance and cannot require a proof
   determined purely by chance and cannot require a proof
   of purchase as a condition for entry. Winners are chosen
   of purchase as a condition for entry. Winners are chosen
   by random selection from a pool of entries or generation
   by random selection from a pool of entries or generation
DHD2009number to match those held by game entrants.
                                               46
   of a number to match those held by Of Marketing
                    MKT243 Fundamental
   of a                                  game entrants.
                    © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
Trade Sales Promotion
• Trade Allowance
• Push money
• Training
• Free merchandise
• Store demonstrations
• Business meetings, conventions, and
  trade shows

DHD2009                                 47
            MKT243 Fundamental Of Marketing
Personal Selling



DHD2009       MKT243   Fundamental Of Marketing   48
Personal Selling
          The Role of the Sales Force

Personal selling is the interpersonal
  part of the promotion mix and can
  include:
• Face-to-face communication
• Telephone communication
• Video or Web conferencing

DHD2009                                      49
                 MKT243 Fundamental Of Marketing
Personal Selling
      The Nature of Personal Selling
Salespeople are an effective link
 between the company and its
 customers to produce customer
 value and company profit by:
• Representing the company to customers
• Representing customers to the company
• Working closely with marketing



DHD2009                                   50
              MKT243 Fundamental Of Marketing
Advantages of Personal
            Selling

               Detailed explanation or
                demonstration
               Variable sales message
               Directed at qualified prospects
               Controllable adjustable selling
                costs
               Effective at obtaining sale and
                gaining customer satisfaction


DHD2009                                51
           MKT243 Fundamental Of Marketing
The Personal Selling
                Process
 The goal of the personal selling
  process is to get new customers
  and obtain orders from them




DHD2009                                    52
               MKT243 Fundamental Of Marketing
The Personal Selling Process
                                     Approaching
                                                    Developing and
                                     The customer
 Generating Leads Qualifying leads                    Proposing
                                      and probing
                                                      solutions
                                        needs




                           Closing the      Handling
          Following up
                              sale          objection




DHD2009                                          53
                     MKT243 Fundamental Of Marketing
The Personal Selling Process
 1) Prospecting identifies qualified potential
    customers through referrals from:
 • Customers
 • Suppliers
 • Dealers
 • Internet
 It also can be done by networking using friends and
    business contact
 Current way-Telemarketing
              -Cold marketing- a form of lead
    generation which the salesperson approaches
    potential buyers without any prior knowledge of
    the prospects’ needs or financial status

DHD2009                                       54
                  MKT243 Fundamental Of Marketing
The Personal Selling Process
2) Qualifying is identifying good
  customers and screening out poor
  ones by looking at:
• Financial ability
• Volume of business
• Needs
• Location
• Growth potential
• Receptivity and accessibility
DHD2009                                 55
            MKT243 Fundamental Of Marketing
The Personal Selling Process
3) Approach is the process where the
  salesperson meets and greets the buyer
  and gets the relationship off to a good
  start and involves the salesperson’s:
• Appearance
• Opening lines
• Follow-up remarks
Pre-approach-A process that describes the
  “homework” that must be done by a sales
  person before he or she contact a person

DHD2009                                   56
              MKT243 Fundamental Of Marketing
The Personal Selling Process
  4) Developing and Proposing solution
  Presentation is when the salesperson
    tells the product story to the buyer,
    presenting customer benefits and
    showing how the product solves the
    customer’s problems
  • Need-satisfaction approach: Buyers
    want solutions and salespeople should
    listen and respond with the right
    products and services to solve customer
    problems
DHD2009                                   57
              MKT243 Fundamental Of Marketing
The Personal Selling
                Process
5)Handling objections is the process
 where salespeople resolve problems that
 are logical, psychological, or unspoken.

Use fundamentals of FEEL, FELT, FOUND

e.g: “I see how you FEEL! Other have FELT
  the same way too until they FOUND….”


DHD2009                                    58
               MKT243 Fundamental Of Marketing
Handling Objections
                View objections as
                View objections as
             requests for information
              requests for information

                  Anticipate
                   Anticipate
               specific objections
               specific objections

                Use the objection
                Use the objection
                 to close the sale
                  to close the sale




DHD2009                                     59
                MKT243 Fundamental Of Marketing
The Personal Selling Process

5) Closing the sale
- Process where salespeople should
  recognize signals from the buyer—
  including physical actions,
  comments, and questions—to close
  the sale



DHD2009                                 60
            MKT243 Fundamental Of Marketing
The Personal Selling Process

• 7) Following up
Follow-up is the last step in which the
  salesperson follows up after the sale
  to ensure customer satisfaction and
  repeat business




DHD2009                                 61
            MKT243 Fundamental Of Marketing
Following Up

              Ensure delivery
              Ensure delivery
             schedules are met
             schedules are met

          Goods or service perform
          Goods or service perform
               as promised
                as promised

           Employees are trained
           Employees are trained




DHD2009                                   62
              MKT243 Fundamental Of Marketing
Sales Management
            Responsibilities
          Define sales goals and sales process
          Define sales goals and sales process


          Determine sales force structure
          Determine sales force structure


          Recruit and train sales force
          Recruit and train sales force


          Compensate and motivate sales force
          Compensate and motivate sales force


          Evaluate sales force
          Evaluate sales force
DHD2009                                         63
                    MKT243 Fundamental Of Marketing
Direct Marketing
• Connecting directly with carefully
  targeted individual consumers to
  both obtain an immediate response
  and cultivate lasting customer
  relationship




DHD2009                                  64
             MKT243 Fundamental Of Marketing

Mais conteúdo relacionado

Mais procurados

Chapter 4(my) copy
Chapter 4(my)   copyChapter 4(my)   copy
Chapter 4(my) copyAmaie Idarus
 
Chapter 12 (setting the right price)
Chapter 12 (setting the right price)Chapter 12 (setting the right price)
Chapter 12 (setting the right price)Amaie Idarus
 
Chapter 2 (marketing environment & ethics)
Chapter 2 (marketing environment & ethics)Chapter 2 (marketing environment & ethics)
Chapter 2 (marketing environment & ethics)Amaie Idarus
 
Group project mkt 243 copy
Group project mkt 243   copyGroup project mkt 243   copy
Group project mkt 243 copyMira Maeda
 
Gardenia Profile For Business
Gardenia Profile For BusinessGardenia Profile For Business
Gardenia Profile For BusinessMar Add Zul
 
Slide cb (secret recipe)
Slide cb (secret recipe)Slide cb (secret recipe)
Slide cb (secret recipe)Aisyah Atasha
 
McDonald's Malaysia
McDonald's MalaysiaMcDonald's Malaysia
McDonald's Malaysiasakshinatani
 
ASSIGNMENT: MARKETING MANAGEMENT
ASSIGNMENT:  MARKETING MANAGEMENTASSIGNMENT:  MARKETING MANAGEMENT
ASSIGNMENT: MARKETING MANAGEMENTRofidah Azman
 
Cimb bank assignment re=do
Cimb bank assignment re=doCimb bank assignment re=do
Cimb bank assignment re=doZack Zakius
 
strategi pemasaran
strategi pemasaranstrategi pemasaran
strategi pemasaranZara Lumina
 
Transfer of title in the Sale of Goods (Malaysia)
Transfer of title in the Sale of Goods (Malaysia)Transfer of title in the Sale of Goods (Malaysia)
Transfer of title in the Sale of Goods (Malaysia)Azalea Azarae
 
Marketing Plan for Gardenia
Marketing Plan for GardeniaMarketing Plan for Gardenia
Marketing Plan for Gardeniasiti adila zaini
 
Pengurusan rantaian bekalan
Pengurusan rantaian bekalanPengurusan rantaian bekalan
Pengurusan rantaian bekalanNor Syazwani
 
9 kitaran perniagaan, pengangguran dan inflasi
9  kitaran perniagaan, pengangguran dan inflasi9  kitaran perniagaan, pengangguran dan inflasi
9 kitaran perniagaan, pengangguran dan inflasiNur Az
 
C H A P T E R 3 M A R K E T E Q U I L I B R I U M & G O V E R N M E ...
C H A P T E R 3    M A R K E T  E Q U I L I B R I U M &  G O V E R N M E ...C H A P T E R 3    M A R K E T  E Q U I L I B R I U M &  G O V E R N M E ...
C H A P T E R 3 M A R K E T E Q U I L I B R I U M & G O V E R N M E ...Ejarn Jijan
 
ASSIGNMENT: Business Law (example of answer)
ASSIGNMENT: Business Law (example of answer)ASSIGNMENT: Business Law (example of answer)
ASSIGNMENT: Business Law (example of answer)Rofidah Azman
 

Mais procurados (20)

Chapter 4(my) copy
Chapter 4(my)   copyChapter 4(my)   copy
Chapter 4(my) copy
 
Chapter 12 (setting the right price)
Chapter 12 (setting the right price)Chapter 12 (setting the right price)
Chapter 12 (setting the right price)
 
Chapter 2 (marketing environment & ethics)
Chapter 2 (marketing environment & ethics)Chapter 2 (marketing environment & ethics)
Chapter 2 (marketing environment & ethics)
 
Group project mkt 243 copy
Group project mkt 243   copyGroup project mkt 243   copy
Group project mkt 243 copy
 
Gardenia Profile For Business
Gardenia Profile For BusinessGardenia Profile For Business
Gardenia Profile For Business
 
Strategic Marketing Plan - 99 Speedmart
Strategic Marketing Plan - 99 SpeedmartStrategic Marketing Plan - 99 Speedmart
Strategic Marketing Plan - 99 Speedmart
 
Slide cb (secret recipe)
Slide cb (secret recipe)Slide cb (secret recipe)
Slide cb (secret recipe)
 
McDonald's Malaysia
McDonald's MalaysiaMcDonald's Malaysia
McDonald's Malaysia
 
ASSIGNMENT: MARKETING MANAGEMENT
ASSIGNMENT:  MARKETING MANAGEMENTASSIGNMENT:  MARKETING MANAGEMENT
ASSIGNMENT: MARKETING MANAGEMENT
 
Modes of Entry for Siti Khadijah International Business
Modes of Entry for Siti Khadijah International BusinessModes of Entry for Siti Khadijah International Business
Modes of Entry for Siti Khadijah International Business
 
Cimb bank assignment re=do
Cimb bank assignment re=doCimb bank assignment re=do
Cimb bank assignment re=do
 
strategi pemasaran
strategi pemasaranstrategi pemasaran
strategi pemasaran
 
Transfer of title in the Sale of Goods (Malaysia)
Transfer of title in the Sale of Goods (Malaysia)Transfer of title in the Sale of Goods (Malaysia)
Transfer of title in the Sale of Goods (Malaysia)
 
Marketing Plan for Gardenia
Marketing Plan for GardeniaMarketing Plan for Gardenia
Marketing Plan for Gardenia
 
Pengurusan rantaian bekalan
Pengurusan rantaian bekalanPengurusan rantaian bekalan
Pengurusan rantaian bekalan
 
9 kitaran perniagaan, pengangguran dan inflasi
9  kitaran perniagaan, pengangguran dan inflasi9  kitaran perniagaan, pengangguran dan inflasi
9 kitaran perniagaan, pengangguran dan inflasi
 
Chap 9 MGT162
Chap 9 MGT162Chap 9 MGT162
Chap 9 MGT162
 
Chap 1 MGT 162
Chap 1   MGT 162Chap 1   MGT 162
Chap 1 MGT 162
 
C H A P T E R 3 M A R K E T E Q U I L I B R I U M & G O V E R N M E ...
C H A P T E R 3    M A R K E T  E Q U I L I B R I U M &  G O V E R N M E ...C H A P T E R 3    M A R K E T  E Q U I L I B R I U M &  G O V E R N M E ...
C H A P T E R 3 M A R K E T E Q U I L I B R I U M & G O V E R N M E ...
 
ASSIGNMENT: Business Law (example of answer)
ASSIGNMENT: Business Law (example of answer)ASSIGNMENT: Business Law (example of answer)
ASSIGNMENT: Business Law (example of answer)
 

Destaque

Chapter 1 Introduction to Marketing
Chapter 1 Introduction to MarketingChapter 1 Introduction to Marketing
Chapter 1 Introduction to MarketingMuhammad Aizat
 
Assignment #8 draft 3
Assignment #8 draft 3Assignment #8 draft 3
Assignment #8 draft 3debbie14
 
Tools of sales promotion
Tools of sales promotionTools of sales promotion
Tools of sales promotionsumkrishna
 
Pricing methods..
Pricing methods..Pricing methods..
Pricing methods..Sujith Nair
 
Market Segmentation, Targeting and Positioning
Market Segmentation, Targeting and PositioningMarket Segmentation, Targeting and Positioning
Market Segmentation, Targeting and PositioningDaniel Gibson
 
God or bad effect of tv.
God or bad effect of tv.God or bad effect of tv.
God or bad effect of tv.Fahad Ansari
 
Lecture 7-media planning
Lecture 7-media planningLecture 7-media planning
Lecture 7-media planningVMCC
 
Rethinking Marketing: New Roles, Responsibilities and Reports
Rethinking Marketing: New Roles, Responsibilities and ReportsRethinking Marketing: New Roles, Responsibilities and Reports
Rethinking Marketing: New Roles, Responsibilities and ReportsG3 Communications
 
As media studies textual analysis week 2
As media studies textual analysis   week 2As media studies textual analysis   week 2
As media studies textual analysis week 2Eddie Wright
 

Destaque (15)

Chapter 1 Introduction to Marketing
Chapter 1 Introduction to MarketingChapter 1 Introduction to Marketing
Chapter 1 Introduction to Marketing
 
Chapter 10
Chapter 10Chapter 10
Chapter 10
 
Chapter10
Chapter10Chapter10
Chapter10
 
Setting the Right Price
Setting the Right PriceSetting the Right Price
Setting the Right Price
 
Ch 7 bad debts
Ch 7 bad debtsCh 7 bad debts
Ch 7 bad debts
 
Assignment #8 draft 3
Assignment #8 draft 3Assignment #8 draft 3
Assignment #8 draft 3
 
Tools of sales promotion
Tools of sales promotionTools of sales promotion
Tools of sales promotion
 
Pricing methods..
Pricing methods..Pricing methods..
Pricing methods..
 
Market Segmentation, Targeting and Positioning
Market Segmentation, Targeting and PositioningMarket Segmentation, Targeting and Positioning
Market Segmentation, Targeting and Positioning
 
English projectfinal
English projectfinalEnglish projectfinal
English projectfinal
 
God or bad effect of tv.
God or bad effect of tv.God or bad effect of tv.
God or bad effect of tv.
 
Lecture 7-media planning
Lecture 7-media planningLecture 7-media planning
Lecture 7-media planning
 
Rethinking Marketing: New Roles, Responsibilities and Reports
Rethinking Marketing: New Roles, Responsibilities and ReportsRethinking Marketing: New Roles, Responsibilities and Reports
Rethinking Marketing: New Roles, Responsibilities and Reports
 
As media studies textual analysis week 2
As media studies textual analysis   week 2As media studies textual analysis   week 2
As media studies textual analysis week 2
 
TV Commercial's Impacts
TV Commercial's ImpactsTV Commercial's Impacts
TV Commercial's Impacts
 

Semelhante a Chapter 10

Advertising module
Advertising moduleAdvertising module
Advertising modulejojee64
 
Ppt Chapter 19
Ppt Chapter 19Ppt Chapter 19
Ppt Chapter 19kpatric
 
Branding in Pharmaceuticals
Branding in PharmaceuticalsBranding in Pharmaceuticals
Branding in PharmaceuticalsSheraz Pervaiz
 
Chap01 An Introduction To Integrated Marketing Communications
Chap01  An Introduction To Integrated Marketing CommunicationsChap01  An Introduction To Integrated Marketing Communications
Chap01 An Introduction To Integrated Marketing CommunicationsPhoenix media & event
 
Advertising management
Advertising managementAdvertising management
Advertising managementNupur Agrawal
 
Ch07 planning & strats
Ch07 planning & stratsCh07 planning & strats
Ch07 planning & stratsSheffy Bhatia
 
An introduction to integrated marketing communications
An introduction to integrated marketing communicationsAn introduction to integrated marketing communications
An introduction to integrated marketing communicationsKhánh Nhân
 
designing integrated communications.pptx
designing integrated communications.pptxdesigning integrated communications.pptx
designing integrated communications.pptxWINNIEGIVERA1
 
Advertising management www.it-workss.com
Advertising management   www.it-workss.comAdvertising management   www.it-workss.com
Advertising management www.it-workss.comVarunraj Kalse
 

Semelhante a Chapter 10 (20)

Advertising
AdvertisingAdvertising
Advertising
 
Advertising module
Advertising moduleAdvertising module
Advertising module
 
Ppt Chapter 19
Ppt Chapter 19Ppt Chapter 19
Ppt Chapter 19
 
Intro to mktg_itm_sept-2012_session-3
Intro to mktg_itm_sept-2012_session-3Intro to mktg_itm_sept-2012_session-3
Intro to mktg_itm_sept-2012_session-3
 
Branding in Pharmaceuticals
Branding in PharmaceuticalsBranding in Pharmaceuticals
Branding in Pharmaceuticals
 
Chap01 An Introduction To Integrated Marketing Communications
Chap01  An Introduction To Integrated Marketing CommunicationsChap01  An Introduction To Integrated Marketing Communications
Chap01 An Introduction To Integrated Marketing Communications
 
Advertising management
Advertising managementAdvertising management
Advertising management
 
Managing Brand Equity
Managing Brand EquityManaging Brand Equity
Managing Brand Equity
 
Anatomy of Advertising 12/4/11
Anatomy of Advertising 12/4/11Anatomy of Advertising 12/4/11
Anatomy of Advertising 12/4/11
 
Advertising
AdvertisingAdvertising
Advertising
 
Promo selling pricing
Promo selling pricingPromo selling pricing
Promo selling pricing
 
Promo selling pricing
Promo selling pricingPromo selling pricing
Promo selling pricing
 
Ch07 planning & strats
Ch07 planning & stratsCh07 planning & strats
Ch07 planning & strats
 
Advg plng n decision making
Advg plng n decision makingAdvg plng n decision making
Advg plng n decision making
 
An introduction to integrated marketing communications
An introduction to integrated marketing communicationsAn introduction to integrated marketing communications
An introduction to integrated marketing communications
 
designing integrated communications.pptx
designing integrated communications.pptxdesigning integrated communications.pptx
designing integrated communications.pptx
 
Lecture 2 understanding mpr
Lecture 2   understanding mprLecture 2   understanding mpr
Lecture 2 understanding mpr
 
Brand Alliance Intro
Brand Alliance IntroBrand Alliance Intro
Brand Alliance Intro
 
Advertising management www.it-workss.com
Advertising management   www.it-workss.comAdvertising management   www.it-workss.com
Advertising management www.it-workss.com
 
Anatomy of Advertising pdf version 12/4/11
Anatomy of Advertising pdf version 12/4/11Anatomy of Advertising pdf version 12/4/11
Anatomy of Advertising pdf version 12/4/11
 

Mais de Amaie Idarus

Ch 9 financial statement analysis
Ch 9 financial statement analysisCh 9 financial statement analysis
Ch 9 financial statement analysisAmaie Idarus
 
Ch 6 accruals and prepayment
Ch 6 accruals and prepaymentCh 6 accruals and prepayment
Ch 6 accruals and prepaymentAmaie Idarus
 
Ch 5 balancing the account and trial balance
Ch 5 balancing the account and trial balanceCh 5 balancing the account and trial balance
Ch 5 balancing the account and trial balanceAmaie Idarus
 
Ch 1 introduction to accounting
Ch 1 introduction to accountingCh 1 introduction to accounting
Ch 1 introduction to accountingAmaie Idarus
 
Ch 4 principles of double entry
Ch 4 principles of double entryCh 4 principles of double entry
Ch 4 principles of double entryAmaie Idarus
 
Ch 3 accounting equation & classification
Ch 3 accounting equation & classificationCh 3 accounting equation & classification
Ch 3 accounting equation & classificationAmaie Idarus
 
Ch 2 accoutning concepts
Ch 2 accoutning conceptsCh 2 accoutning concepts
Ch 2 accoutning conceptsAmaie Idarus
 
Ch 10 bank reconciliation
Ch 10 bank reconciliationCh 10 bank reconciliation
Ch 10 bank reconciliationAmaie Idarus
 
Chapter 3 part 2 (my) new copy
Chapter 3 part 2 (my) new   copyChapter 3 part 2 (my) new   copy
Chapter 3 part 2 (my) new copyAmaie Idarus
 
P5(wave optics) correction
P5(wave optics) correctionP5(wave optics) correction
P5(wave optics) correctionAmaie Idarus
 

Mais de Amaie Idarus (14)

Ch 9 financial statement analysis
Ch 9 financial statement analysisCh 9 financial statement analysis
Ch 9 financial statement analysis
 
Ch 8 depreciation
Ch 8 depreciationCh 8 depreciation
Ch 8 depreciation
 
Ch 6 accruals and prepayment
Ch 6 accruals and prepaymentCh 6 accruals and prepayment
Ch 6 accruals and prepayment
 
Ch 5 the journal
Ch 5 the journalCh 5 the journal
Ch 5 the journal
 
Ch 5 balancing the account and trial balance
Ch 5 balancing the account and trial balanceCh 5 balancing the account and trial balance
Ch 5 balancing the account and trial balance
 
Ch 1 introduction to accounting
Ch 1 introduction to accountingCh 1 introduction to accounting
Ch 1 introduction to accounting
 
Ch 4 principles of double entry
Ch 4 principles of double entryCh 4 principles of double entry
Ch 4 principles of double entry
 
Ch 3 accounting equation & classification
Ch 3 accounting equation & classificationCh 3 accounting equation & classification
Ch 3 accounting equation & classification
 
Ch 2 accoutning concepts
Ch 2 accoutning conceptsCh 2 accoutning concepts
Ch 2 accoutning concepts
 
Ch 10 bank reconciliation
Ch 10 bank reconciliationCh 10 bank reconciliation
Ch 10 bank reconciliation
 
Chapter 3 part 2 (my) new copy
Chapter 3 part 2 (my) new   copyChapter 3 part 2 (my) new   copy
Chapter 3 part 2 (my) new copy
 
P5(wave optics) correction
P5(wave optics) correctionP5(wave optics) correction
P5(wave optics) correction
 
Presentation1
Presentation1Presentation1
Presentation1
 
Topic 6
Topic 6Topic 6
Topic 6
 

Chapter 10

  • 1. Fundamental Of Marketing MKT243 Chapter 10 Advertising, Sales Promotion, Public Relation, Personal Selling and Direct Marketing DHD2009 MKT243 Fundamental Of Marketing 1
  • 2. Slide Outline • Effects of advertising • Major types of advertising • Steps in creating an advertising campaign • Media decisions • Public Relations • Sales Promotion • Personal Selling 1. Steps in Selling Process 2. Sales Management DHD2009 2 MKT243 Fundamental Of Marketing
  • 3. Advertising DHD2009 MKT243 Fundamental Of Marketing 3
  • 4. Advertising Advertising is any paid form of non- personal presentation and promotion of ideas, goods, or services by an identified sponsor DHD2009 4 MKT243 Fundamental Of Marketing
  • 5. Advertising Setting Advertising Objectives An advertising objective is a specific communication task to be accomplished with a specific target audience during a specific time Objectives • Inform • Persuade • Remind DHD2009 5 MKT243 Fundamental Of Marketing
  • 6. Major Types of Advertising Designed to enhance a company’s Designed to enhance a company’s Institutional Institutional image rather than promote a image rather than promote a Advertising Advertising particular product. particular product. Product Product Designed to tout the benefits of a Designed to tout the benefits of a Advertising Advertising specific good or service. specific good or service. DHD2009 6 MKT243 Fundamental Of Marketing
  • 7. Major Types of Advertising a) Institutional Advertising -A form of advertising designed to enhance a company’s image rather than promote a particular product. -a.k.a Corporate Advertising -To maintain favorable attitude and image towards the company DHD2009 7 MKT243 Fundamental Of Marketing
  • 8. Major Types of Advertising b) Product Advertising -A form of advertising that touts the benefits of specific good or service -Consist of 4 types of Product Advertising: i. Pioneering Advertising ii. Competitive Advertising iii. Comparative Advertising iv. Reminder Advertising DHD2009 8 MKT243 Fundamental Of Marketing
  • 9. Product Advertising i. Pioneering/ Informative Advertising To stimulate primary demand for a new product or product category (introductory stage) ii. Competitive Advertising To influence demand for a specific brand to compete with other competitors’ brands (Growth stage) iii. Comparative Advertising Compares between two or more competing brands on one or more specific attributes (Maturity stage) iv. Remainder Advertising Advertising that are aim to help maintain customer relationships and keep customers thinking about the product. It is important with mature products. DHD2009 9 MKT243 Fundamental Of Marketing
  • 10. Creative Decisions Identify Identify product benefits product benefits Develop and evaluate Develop and evaluate advertising appeals advertising appeals Execute Execute the message the message Evaluate the Evaluate the campaign’s effectiveness campaign’s effectiveness DHD2009 10 MKT243 Fundamental Of Marketing
  • 11. Creative Decisions in Advertising (McDaniel, Lamb, Hair) 1. Identifying Product Benefits -The goal of advertising is to sell the benefits of the product, not its attributes. -An attributes is simple feature of the product e.g: easy-open package or special formulation -Product benefit is what the consumer will achieve by using the product. DHD2009 11 MKT243 Fundamental Of Marketing
  • 12. Creative Decisions in Advertising (McDaniel, Lamb, Hair) 2. Developing & Evaluating Advertising Appeals -Advertising appeal-A reason for a person to buy a product DHD2009 12 MKT243 Fundamental Of Marketing
  • 13. Common Advertising Appeals Love/ Love/ Profit Profit Romance Romance Other Other Health Health Environ- Environ- mental Common Common mental Fear conscious- conscious- Appeals Appeals Fear ness ness Vanity/ Vanity/ Admiration Admiration Egotism Egotism Fun/ Fun/ Convenience Convenience Pleasure Pleasure DHD2009 13 MKT243 Fundamental Of Marketing
  • 14. Creative Decisions in Advertising (McDaniel, Lamb, Hair) 3. Executing the Message. -Is the way the advertisement portrays its information -AIDA plan is a good blueprint for executing advertising massage -An Ad must immediately draw the reader’s, viewer’s, or listener’s attention. DHD2009 14 MKT243 Fundamental Of Marketing
  • 15. Executing the Message Scientific Scientific Slice-of-Life Slice-of-Life Musical Musical Lifestyle Lifestyle Demon- Common Common Spokes- Spokes- Demon- person/ stration stration Executional Executional person/ Testimonial Testimonial Styles Styles Mood or Mood or Fantasy Fantasy Image Image Real/ Real/ Animated Animated Humorous Humorous Product Product Symbols Symbols DHD2009 15 MKT243 Fundamental Of Marketing
  • 16. Listerine Uses a Slice-of-Life Execution DHD2009 16 MKT243 Fundamental Of Marketing
  • 17. Apple Uses a Testimonial DHD2009 17 MKT243 Fundamental Of Marketing
  • 18. Mentadent Uses a Demonstration DHD2009 18 MKT243 Fundamental Of Marketing
  • 19. Jeep Uses Imagery/ fantasy for the Wrangler DHD2009 19 MKT243 Fundamental Of Marketing
  • 20. Creative Decisions in Advertising (McDaniel, Lamb, Hair) 4. Post-campaign Evaluation -Have to review the impact of the ad in term of sales, market share or awareness. DHD2009 20 MKT243 Fundamental Of Marketing
  • 21. Major Types of Advertising Media Newspapers Newspapers Magazines Magazines Radio Radio Television Television Outdoor Media Outdoor Media Internet Internet Alternative Media Alternative Media DHD2009 21 MKT243 Fundamental Of Marketing
  • 22. Television Pros and Cons Advantages Disadvantages Mass coverage Mass coverage Low selectivity Low selectivity High reach High reach Short message life Short message life Impact of sight, sound Impact of sight, sound High absolute cost and motion High absolute cost and motion High prestige High prestige High production cost High production cost High production cost High production cost Low cost per exposure Low cost per exposure Clutter Clutter Attention getting Attention getting Favorable image Favorable image DHD2009 22 MKT243 Fundamental Of Marketing
  • 23. Radio Pros and Cons Advantages Disadvantages Local coverage Local coverage Local coverage Local Audio only Audio only Low cost Low cost Clutter Clutter High frequency High frequency Low attention getting Low attention getting Flexible Flexible Fleeting message Fleeting message Low production cost Low production cost Well-segmented audience Well-segmented audience DHD2009 23 MKT243 Fundamental Of Marketing
  • 24. Magazine Pros and Cons Advantages Disadvantages Long lead time for Long lead time for Segmentation potential Segmentation potential ad placement ad placement Quality reproduction Quality reproduction Visual only Visual only High information content High information content Lack of flexibility Lack of flexibility Longevity Longevity Multiple readers Multiple readers DHD2009 24 MKT243 Fundamental Of Marketing
  • 25. Newspaper Pros and Cons Advantages Disadvantages High coverage High coverage Short life Short life Low cost Low cost Clutter Clutter Short lead time for Short lead time for Low attention getting Low attention getting placing ads placing ads Ads can be placed in Ads can be placed in Poor reproduction quality interest sections Poor reproduction quality interest sections Timely (current ads) Timely (current ads) Selective reader exposure Selective reader exposure Reader controls exposure Reader controls exposure Can be used for coupons Can be used for coupons DHD2009 25 MKT243 Fundamental Of Marketing
  • 26. Outdoor Pros and Cons Advantages Disadvantages Location specific Location specific Short exposure time Short exposure time High repetition High repetition Short ads Short ads Easily noticed Easily noticed Poor image Poor image Local restrictions Local restrictions DHD2009 26 MKT243 Fundamental Of Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 27. Internet Pros and Cons Advantages Disadvantages User selects product User selects product Limited creative Limited creative information information capabilities capabilities User attention and User attention and Websnarl (crowded Websnarl (crowded involvement involvement access) access) Interactive relationship Interactive relationship Technology limitations Technology limitations Few valid measurement Few valid measurement Direct selling potential Direct selling potential techniques techniques Flexible message platform Flexible message platform Limited reach Limited reach DHD2009 27 MKT243 Fundamental Of Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 28. Public Relation DHD2009 MKT243 Fundamental Of Marketing 28
  • 29. PR • Is the element in the promotional mix that evaluating public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance (McDaniel, Lamb, Hair) • Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories and events (Kotler and Armstrong) • Public relations is used to promote product, people, ideas, and activities DHD2009 29 MKT243 Fundamental Of Marketing
  • 30. The Role of Public Relations Evaluates public attitudes Evaluates public attitudes Identifies issues of public concern Identifies issues of public concern Executes programs to gain public acceptance Executes programs to gain public acceptance DHD2009 30 MKT243 Fundamental Of Marketing
  • 31. Public Relations functions • Press relations or press agency • Product publicity • Public affairs • Lobbying • Investor and Employee relations • Development • Crisis Management DHD2009 31 MKT243 Fundamental Of Marketing
  • 32. Public Relations Press relations or press agency involves the creation and placing of newsworthy information to attract attention to a person, product, or service Product publicity involves publicizing specific products Public affairs involves building and maintaining national or local community relations DHD2009 32 MKT243 Fundamental Of Marketing
  • 33. Public Relations Lobbying involves building and maintaining relations with legislators and government officials to influence legislation and regulation Investor relations involves maintaining relationships with shareholders and others in the financial community Development involves public relations with donors or members of nonprofit organizations to gain financial or volunteer support DHD2009 33 MKT243 Fundamental Of Marketing
  • 34. Public Relation Can Shape Corporate Images DHD2009 34 MKT243 Fundamental Of Marketing © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 35. Major PRs Tools 1. New product publicity 2. Product placement 3. Consumer Education 4. Event sponsorship 5. Issue Sponsorship 6. Internet Web sites DHD2009 35 MKT243 Fundamental Of Marketing
  • 36. Sales Promotion DHD2009 MKT243 Fundamental Of Marketing 36
  • 37. Sales Promotion Sales promotion refers to the short-term incentives to encourage purchases or sales of a product or service: – Consumer promotions – Trade promotions DHD2009 37 MKT243 Fundamental Of Marketing
  • 38. Sales Promotion • Consumer Sales promotion Targeted to the consumer market or final users • Trade Sales promotion Directed to members of the marketing channel members, retailers and wholesalers DHD2009 38 MKT243 Fundamental Of Marketing
  • 39. Uses of Sales Promotion Immediate purchases Immediate purchases Increase trial Increase trial Boost consumer inventory Boost consumer inventory Encourage repurchase Encourage repurchase Increase ad effectiveness Increase ad effectiveness Encourage brand loyalty Encourage brand loyalty DHD2009 39 MKT243 Fundamental Of Marketing
  • 40. Tools for Sales Promotion CONSUMER TRADE Coupons and Rebates Coupons and Rebates Trade Allowances Trade Allowances Premiums Premiums Push Money Push Money Loyalty Marketing Programs Loyalty Marketing Programs Training Training Contests & Sweepstakes Contests & Sweepstakes Free Merchandise Free Merchandise Sampling Sampling Store Demonstration Store Demonstration Point-of-Purchase Promotion Point-of-Purchase Promotion Conventions & Trade Shows Conventions & Trade Shows DHD2009 40 MKT243 Fundamental Of Marketing
  • 41. Tools for Sales Promotion • Samples offer a trial amount of a product • Coupons are certificates that give buyers a saving when they purchase specified products • Cash refunds are similar to coupons except that the price reduction occurs after the purchase • Price packs offer consumers savings off the regular price of a product DHD2009 41 MKT243 Fundamental Of Marketing
  • 42. Tools for Sales Promotion • Premiums are goods offered either for free or at low price • Advertising specialties are useful articles imprinted with the advertiser’s name, logo, or message that are given as gifts to consumers • Point-of-purchase promotions include displays and demonstrations that take place at the point of sales DHD2009 42 MKT243 Fundamental Of Marketing
  • 43. Samples are often distributed with local newspapers DHD2009 43 MKT243 Fundamental Of Marketing
  • 44. Armor All Uses an On-Package Sample DHD2009 44 MKT243 Fundamental Of Marketing
  • 45. Tools for Sales Promotion Contests, sweepstakes, and games give consumers the chance to win something—such as cash, trips, or goods—by luck or through extra effort • Contests require an entry by a consumer • Sweepstakes require consumers to submit their names for a drawing • Games present consumers with something that may or may not help them win a prize DHD2009 45 MKT243 Fundamental Of Marketing
  • 46. Contests and Sweepstakes Contest: a promotion where consumers compete for Contest: a promotion where consumers compete for prizes or money on the basis of skills or ability. Winners prizes or money on the basis of skills or ability. Winners are determined by judging entries or ascertaining which are determined by judging entries or ascertaining which entry comes closes to some predetermined criteria entry comes closes to some predetermined criteria Illegal in Malaysia!!! Sweepstakes/games: a promotion where winners are Sweepstakes/games: a promotion where winners are determined purely by chance and cannot require a proof determined purely by chance and cannot require a proof of purchase as a condition for entry. Winners are chosen of purchase as a condition for entry. Winners are chosen by random selection from a pool of entries or generation by random selection from a pool of entries or generation DHD2009number to match those held by game entrants. 46 of a number to match those held by Of Marketing MKT243 Fundamental of a game entrants. © 2007 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  • 47. Trade Sales Promotion • Trade Allowance • Push money • Training • Free merchandise • Store demonstrations • Business meetings, conventions, and trade shows DHD2009 47 MKT243 Fundamental Of Marketing
  • 48. Personal Selling DHD2009 MKT243 Fundamental Of Marketing 48
  • 49. Personal Selling The Role of the Sales Force Personal selling is the interpersonal part of the promotion mix and can include: • Face-to-face communication • Telephone communication • Video or Web conferencing DHD2009 49 MKT243 Fundamental Of Marketing
  • 50. Personal Selling The Nature of Personal Selling Salespeople are an effective link between the company and its customers to produce customer value and company profit by: • Representing the company to customers • Representing customers to the company • Working closely with marketing DHD2009 50 MKT243 Fundamental Of Marketing
  • 51. Advantages of Personal Selling  Detailed explanation or demonstration  Variable sales message  Directed at qualified prospects  Controllable adjustable selling costs  Effective at obtaining sale and gaining customer satisfaction DHD2009 51 MKT243 Fundamental Of Marketing
  • 52. The Personal Selling Process The goal of the personal selling process is to get new customers and obtain orders from them DHD2009 52 MKT243 Fundamental Of Marketing
  • 53. The Personal Selling Process Approaching Developing and The customer Generating Leads Qualifying leads Proposing and probing solutions needs Closing the Handling Following up sale objection DHD2009 53 MKT243 Fundamental Of Marketing
  • 54. The Personal Selling Process 1) Prospecting identifies qualified potential customers through referrals from: • Customers • Suppliers • Dealers • Internet It also can be done by networking using friends and business contact Current way-Telemarketing -Cold marketing- a form of lead generation which the salesperson approaches potential buyers without any prior knowledge of the prospects’ needs or financial status DHD2009 54 MKT243 Fundamental Of Marketing
  • 55. The Personal Selling Process 2) Qualifying is identifying good customers and screening out poor ones by looking at: • Financial ability • Volume of business • Needs • Location • Growth potential • Receptivity and accessibility DHD2009 55 MKT243 Fundamental Of Marketing
  • 56. The Personal Selling Process 3) Approach is the process where the salesperson meets and greets the buyer and gets the relationship off to a good start and involves the salesperson’s: • Appearance • Opening lines • Follow-up remarks Pre-approach-A process that describes the “homework” that must be done by a sales person before he or she contact a person DHD2009 56 MKT243 Fundamental Of Marketing
  • 57. The Personal Selling Process 4) Developing and Proposing solution Presentation is when the salesperson tells the product story to the buyer, presenting customer benefits and showing how the product solves the customer’s problems • Need-satisfaction approach: Buyers want solutions and salespeople should listen and respond with the right products and services to solve customer problems DHD2009 57 MKT243 Fundamental Of Marketing
  • 58. The Personal Selling Process 5)Handling objections is the process where salespeople resolve problems that are logical, psychological, or unspoken. Use fundamentals of FEEL, FELT, FOUND e.g: “I see how you FEEL! Other have FELT the same way too until they FOUND….” DHD2009 58 MKT243 Fundamental Of Marketing
  • 59. Handling Objections View objections as View objections as requests for information requests for information Anticipate Anticipate specific objections specific objections Use the objection Use the objection to close the sale to close the sale DHD2009 59 MKT243 Fundamental Of Marketing
  • 60. The Personal Selling Process 5) Closing the sale - Process where salespeople should recognize signals from the buyer— including physical actions, comments, and questions—to close the sale DHD2009 60 MKT243 Fundamental Of Marketing
  • 61. The Personal Selling Process • 7) Following up Follow-up is the last step in which the salesperson follows up after the sale to ensure customer satisfaction and repeat business DHD2009 61 MKT243 Fundamental Of Marketing
  • 62. Following Up Ensure delivery Ensure delivery schedules are met schedules are met Goods or service perform Goods or service perform as promised as promised Employees are trained Employees are trained DHD2009 62 MKT243 Fundamental Of Marketing
  • 63. Sales Management Responsibilities Define sales goals and sales process Define sales goals and sales process Determine sales force structure Determine sales force structure Recruit and train sales force Recruit and train sales force Compensate and motivate sales force Compensate and motivate sales force Evaluate sales force Evaluate sales force DHD2009 63 MKT243 Fundamental Of Marketing
  • 64. Direct Marketing • Connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationship DHD2009 64 MKT243 Fundamental Of Marketing

Notas do Editor

  1. Note to Instructor This YouTube ad is a bit of a blonde joke ad. It is a persuading ad for Mercedes.
  2. Relation to text This slide relates to material on pp. 327-328 and Figure 10-28 of the text. Summary Overview This slide summarizes the various advantages and disadvantages of using television as a medium. Some of the more noteworthy advantages are the fact that it is a mass medium with high reach and it is provides a combination of sight, sound, and motion. The major disadvantages of TV as an advertising medium are that it has a high absolute cost, potentially high production costs for commercials, and has become very cluttered. Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using television as an advertising medium. Chapter 11 provides a more complete evaluation of television as a medium.
  3. Relation to text This slide relates to material on pp. 327-328 and Figure 10-28 of the text. Summary Overview This slide summarizes the various advantages and disadvantages of using radio as a medium. Some of the more noteworthy advantages are the fact that radio has local coverage, is low cost, and may result in high frequency of exposures. The major disadvantages of radio advertising is that it has high clutter, low attention getting ability, and provides only an audio message. Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using radio as an advertising medium. Chapter 11 provides a more complete evaluation of broadcast media including radio.
  4. Relation to text This slide relates to material on pp. 327-328 and Figure 10-28 of the text. Summary Overview This slide summarizes the various advantages and disadvantages of using magazines as an advertising medium. Some of the more noteworthy advantages of magazines as advertising media vehicles are the fact that they have good potential for segmentation, provide quality reproduction, and have longevity. The major disadvantages are it they have long lead times, provide only a visual message, and often lack flexibility. Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using magazines. Chapter 12 provides a more complete evaluation of print media including magazines.
  5. Relation to text This slide relates to material on pp. 327-328 and Figure 10-28 of the text. Summary Overview This slide summarizes the various advantages and disadvantages of using newspapers as a medium. Some of the more noteworthy advantages are the fact that they have good potential for high coverage, the cost is relatively low, and they have short lead times. The major disadvantages of newspapers are that they have a short reading life, high levels of advertising clutter, and may have low attention getting ability. Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using newspapers as an advertising medium. Chapter 12 provides a more complete evaluation of newspapers.
  6. Relation to text This slide relates to material on pp. 327-328 and Figure 10-28 of the text. Summary Overview This slide summarizes the various advantages and disadvantages of using outdoor as an advertising medium. Some of the more noteworthy advantages are the fact that outdoor ads are location specific, easily noticed, and allow for high repetition. The major disadvantages are that outdoor has a short exposure time, can accommodate only short messages, and may have a poor image. Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using outdoor advertising. Chapter 13 provides a more complete evaluation of outdoor media.
  7. Relation to text This slide relates to material on pp. 327-328 and Figure 10-28 of the text. Summary Overview This slide summarizes the various advantages and disadvantages of using the Internet as an advertising medium. Some of the advantages of the Internet are the fact the user selects the information, is usually attentive and involved, and the medium is interactive. The major disadvantages of the Internet are limited creative capabilities, web snarl, and a lack of valid measurement techniques. Use of this slide This slide can be used to provide a brief overview of the advantages and disadvantages of using the Internet as an advertising medium. Chapter 15 provides a more complete evaluation of the Internet.
  8. Relation to text This slide relates to the material on pp. 193-94 Summary Overview This slide shows an ad for Ford that is designed to inform readers of the efforts the company takes in the fight against breast cancer. Use of this slide This ad can be used to demonstrate how companies have different objectives for their advertisements. The objective of corporate advertising for companies such as Ford Motor Company is to enhance their image and generate goodwill rather than to directly generate sales.
  9. Note to Instructor This is a Web link to promomagazine.com. It is worth exploring with the students as it give excellent current examples of promotions.
  10. Note to Instructor Event marketing is on the rise. The text gives an example of Charmin: P&G recently sponsored a holiday event promotion for its Charmin brand in New York’s Times Square, where it can be very difficult to find a public restroom. For the second year running, P&G set up 20 sparkling clean Charmin-themed mini-bathrooms, each with its own sink and a bountiful supply of Charmin. The event turned out to be the ultimate in experiential marketing—touching people in places advertising wouldn’t dare to go. More than 420,000 people gratefully used the facilities and privately voted for the Charmin they preferred (Charmin Ultra Soft or Ultra Strong).
  11. Relation to text This slide relates to material on pp. 518-519 of the text. Summary Overview Contests and sweepstakes are an increasingly popular consumer-oriented promotion. There are differences between contests and sweepstakes as stated. Contest – consumers compete for prizes or money on the basis of skill or ability, proof of purchase is generally required to enter or an entry form must be used Sweepstake – winners are determined purely by chance and no proof of purchase is required to enter Use of this slide This slide can be used to discuss the use of contests and sweepstakes. They are increasing in popularity as these promotions have appeal and glamour that other sales promotion tools such as cents-off coupons lack. Marketers like these type of promotions because they are perceived to be exciting and attract large numbers of consumers.
  12. Note to Instructor This Web link is to one of many professional sales organizations—it is important to mention what a well respected field sales is as students often think of in-store retail sales only. Discussion Question Who has held a sales position? What were your responsibilities? You can the ask them to describe the job so you can use it as an example in future slides. Many students will have worked at inside sales positions and many of them have cold called extensively as part of their jobs. You can also ask them how they were paid—salary, commission, bonus? This will tie into future slides.
  13. Note to Instructor Examples of people who do the selling include: Salespeople Sales representatives District managers Account executives Sales engineers Agents Account development reps
  14. Note to Instructor When handling objections from buyers, salespeople should: Be positive Seek out hidden objections Ask the buyer to clarify any objections Take objections as opportunities to provide more information Turn objections into reasons for buying
  15. Note to Instructor Discussion Question How does a salesperson can close a sale? Closing techniques can include: Asking for the order Reviewing points of agreement Offering to help write up the order Asking if the buyer wants this model or another one Making note that the buyer will lose out if the order is not placed now Offering incentives to buy, including lower price or additional quantity