© prentice hall, 2005excellence in business, revised edition chapter 15 - 1 promotional strategies
TRANSCRIPT
© Prentice Hall, 2005 Excellence in Business, Revised Edition
Chapter 15 - 1
Promotional StrategiesPromotional Strategies
© Prentice Hall, 2005 Excellence in Business, Revised Edition
Chapter 15 - 2
What Is Promotion?What Is Promotion?
• Promotional strategy
–Direct interaction
– Indirect interaction
• Promotional goals
• Product variables
• Promotional mix
© Prentice Hall, 2005 Excellence in Business, Revised Edition
Chapter 15 - 3
Promotional GoalsPromotional Goals
• Informing
• Persuading
• Reminding
© Prentice Hall, 2005 Excellence in Business, Revised Edition
Chapter 15 - 4
The Promotional MixThe Promotional Mix
• Personal selling
• Advertising
• Direct marketing
• Sales promotion
• Public relations
© Prentice Hall, 2005 Excellence in Business, Revised Edition
Chapter 15 - 5
Elements of PromotionElements of Promotion
• Personal selling
• Advertising
• Direct marketing
• Sales promotion
• Public relations
© Prentice Hall, 2005 Excellence in Business, Revised Edition
Chapter 15 - 6
Product VariablesProduct Variables
• Complexity
• Familiarity
• Price
• Life cycle
© Prentice Hall, 2005 Excellence in Business, Revised Edition
Chapter 15 - 7
Market VariablesMarket Variables
• Target Market
– Size
– Concentration
• Marketing strategy
– Push
– Pull
© Prentice Hall, 2005 Excellence in Business, Revised Edition
Chapter 15 - 8
Types of Sales PersonnelTypes of Sales Personnel
• Order getters
• Order takers
• Sales support
© Prentice Hall, 2005 Excellence in Business, Revised Edition
Chapter 15 - 9
Support FunctionsSupport Functions
• Missionary sales
• Technical sales
• Trade sales
© Prentice Hall, 2005 Excellence in Business, Revised Edition
Chapter 15 - 10
Personal Selling ProcessPersonal Selling Process
1. Prospecting
2. Preparing
3. Approaching
4. Presenting
5. Handling objections
6. Closing
7. Following up
© Prentice Hall, 2005 Excellence in Business, Revised Edition
Chapter 15 - 11
Advertising and Direct Advertising and Direct MarketingMarketing
• Product awareness
• Product image
• Consumer demand
© Prentice Hall, 2005 Excellence in Business, Revised Edition
Chapter 15 - 12
Types of AdvertisingTypes of Advertising
• Product
• Institutional
• National and local
• Word-of-mouth
• Stealth
© Prentice Hall, 2005 Excellence in Business, Revised Edition
Chapter 15 - 13
Advertising AppealsAdvertising Appeals
• Emotional
• Logical
• Celebrity
• Sex
© Prentice Hall, 2005 Excellence in Business, Revised Edition
Chapter 15 - 14
Direct Marketing Direct Marketing VehiclesVehicles
• Direct mail
• Target e-mail
• World Wide Web
• Telemarketing
• Infomercials
© Prentice Hall, 2005 Excellence in Business, Revised Edition
Chapter 15 - 15
Choosing Suitable MediaChoosing Suitable Media
• Media plan– Budget– Allocation– Timing
• Media mix– Print– Broadcast– Other
© Prentice Hall, 2005 Excellence in Business, Revised Edition
Chapter 15 - 16
Major Advertising MediaMajor Advertising Media
• Newspapers
• Television
• Direct mail
• Radio
• Magazines
• Internet
© Prentice Hall, 2005 Excellence in Business, Revised Edition
Chapter 15 - 17
Sales PromotionSales Promotion
• Consumer promotion
• Trade promotion
© Prentice Hall, 2005 Excellence in Business, Revised Edition
Chapter 15 - 18
Consumer Sales Consumer Sales PromotionPromotion
• Coupons• Rebates• Point-of-purchase• Special-event sponsoring• Cross-promotions• Samples• Premiums• Specialty advertising
© Prentice Hall, 2005 Excellence in Business, Revised Edition
Chapter 15 - 19
Trade Sales PromotionTrade Sales Promotion
• Trade allowances
• Display premiums
• Contests or sweepstakes
• Travel bonus programs
© Prentice Hall, 2005 Excellence in Business, Revised Edition
Chapter 15 - 20
Public RelationsPublic Relations
• Professional firms
• Press relations
• News releases
• News conferences
© Prentice Hall, 2005 Excellence in Business, Revised Edition
Chapter 15 - 21
Integrated Marketing Integrated Marketing CommunicationsCommunications
• Public relations
• Personal selling
• Advertising
• Direct marketing
• Sales promotion