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Chapter 13 Product promotion A.Promotion Promotion is a technique that is designed to sell a product. There are two common values obtained from any promotional activities: 1. Communicating information on producers and their products to potential buyers and 2. create a more satisfying exchange; trying to make the product more attractive, so that both buyers and sellers get more out of the exchange. In a free market system, companies use promotional methods to convey information about the company and its products to consumers. The goal is to influence purchase decisions. From the standpoint of information, the promotion aims to make four points: 1. Make potential customers aware of the product 2. Make them knowledgeable about the product 3. Persuade them to like products 4. Persuade them to buy the product in addition to providing information about a product, the successful promotion create exchanges that satisfy the needs of both parties, the customer and seller: The buyer gets an excellent product, and sellers receive more revenue. B.Promotion goals The ultimate objective of any promotion is a increase sales. In addition, the sales force can use the

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Page 1: missleoclass.files.wordpress.com€¦  · Web viewIn deciding whether to use the promotional mix right - a combination of tools best promotion (such as advertising, direct sales,

Chapter 13Product promotion

A.PromotionPromotion is a technique that is designed to sell a product. There are two common values obtained from any promotional activities:

1. Communicating information on producers and their products to potential buyers and

2. create a more satisfying exchange; trying to make the product more attractive, so that both buyers and sellers get more out of the exchange.

In a free market system, companies use promotional methods to convey information about the company and its products to consumers. The goal is to influence purchase decisions. From the standpoint of information, the promotion aims to make four points:1. Make potential customers aware of the product2. Make them knowledgeable about the product3. Persuade them to like products4. Persuade them to buy the product

in addition to providing information about a product, the successful promotion create exchanges that satisfy the needs of both parties, the customer and seller: The buyer gets an excellent product, and sellers receive more revenue.

B.Promotion goalsThe ultimate objective of any promotion is a increase sales. In addition, the sales force can use the campaign to convey information, promote products, increase value-added products, and controlling the volume of sales

C. Promotion strategyThere are 2 types of promotional strategies:

Pull strategy: Promotion strategies designed to directly attract customers who would ask for products from retailers

Push strategy: promotional strategy designed to encourage wholesalers and / or retailers to market products to consumers.

D. Promotion mix

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As we discussed in Chapter 10, there are four types of promotional tools: advertising, personal selling, sales promotion, and publicity and public relations. The best combination of these tools are called the promotion mix depends on many factorsIn deciding whether to use the promotional mix right - a combination of tools best promotion (such as advertising, direct sales, sales promotion, and publicity and public relations) - a marketer must think of the goods or services offered, audience characteristics and decision making process of buyers, and the budget mix promotion.

Consumer Buying Process and Promotion Mix

1. First of all buyers should recognize the need to make a purchase. at this stage, salespeople must be convinced that the buyer realizes the truth of their products. So advertising and publicity, which is able to reach a lot of people very quickly, it is very important

2. Buyers also want to learn more about the products available. advertising and direct sales is very important at this stage because both can be used to educate customers

3. Buyers evaluate and compare competing products. Direct sales can be very important at this point. sale representative can demonstrate the quality and performance of their products to be directly compared with competitors' products

4. Buyers specify a particular product and buy it. sales promotion be an effective tool at this stage because it can stimulate consumers to make purchases. Direct sales can also help to bring the product to a location convenient purchasing

5. Buyers evaluate the product after buying it. Advertisement, or even a private sale, sometimes used after the sale to remind consumers that has made a wise purchase

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E. Advertising Promotion

Advertisement is not directly paid communication, used by a particular sponsor to inform the audience about a product. Advertisers can choose one of three strategies, namely: Advertisement persuasive, comparative advertising and reminder advertising.

Persuasive Advertising : Trying to influence consumers to buy the company's products and not the products of competitors. This approach ussualy emphasizes quality. Advertise Goodyear tires Eagle # 1 NASCAR streets <www.gooyear.com/us/tires/tirecatalog/EAG1NAS.html> by emphasizing the all-season traction, responsive to turning movement and kesamaanya with racing tires Goodyear Eagles used in the Daytona 500.

Comperative Advertising: two or more products directly compared, the goal is to take over a competitor's business. In Pepsi One ad, for example ferry passengers sitting next to each other, while it was unattended cans of Coca-Cola and Pepsi Cans One they slide back and forth between the two men as the ship rocked in his journey. the message conveyed is that because of the two passengers were not able to distinguish the taste between the two brands, why not switch to Pepsi on course

Reminder Advertising: helps keep the name of the product to remain in the public mind. Atari <www.atari.com> continue to advertise the home video games despite the market attention has shifted to new competitors like nintendo and sega

Advertising Mediaconsumers tend to ignore the pile of advertising messages that bombard them. sales force must know who their customers are, what media to use what message would appeal to them, and bagaunaba how to get their attention. marketing personnel then use a variety of advertising media that specific communication tools to convey the message the seller to potential customers.The most common advertising media:Television, newspaper, post mail, radio Advertisement, magazine, outdoor Advertisement, Internet advertising, virtual advertising.

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Televisionby combining visualization, sound and motion, withdraw the senses television viewers. in addition, information about the demographics of the viewers would specific program allows advertisers to direct ads to target audiences.

NewspaperNewspaper covers about 10 percent of all ad spending. because each local market has at least one daily newspaper; Newspaper gives excellent coverage. every day, they can reach more than 200 million adults in the United States.

Post MailPost mail advertising gets about 18 percent of all advertising costs. Post mail includes print advertising that are sent directly to the consumer's home or place of business. Post mail enables companies to select their audience and specialized message. Although many people who throw junk mail, advertising can predict in advance how the recipients who will take them seriously

Radioabout 8 percent of all financing radio ads, including advertising. more than 227 million people or 96 percent of all people aged 12 years and older in the United States to listen to the radio every day, and radio advertising are not so expensive. A small company in the western city of 100,000 people only paid about $ 20 for a local radio throughout the duration of 30 seconds

Magazineabout 8 percent of all financing including magazine advertising. large variations in the magazine presents the share of high-level pasa ready viewfinder. The magazine also provides plenty of room for complete product information to advertisers. Junga magazine allows reproduuksi photography perfect work of art. because its magazine durable and can be given to others, magazine ads will continue in view of people.

Outdoor Advertisementsuch as billboards, posters and advertisements on buses, taxis, trains. Cover about 1 percent of all ads, these ads are not too expensive, face fewer competitors in getting the attention of customers, and can constantly be seen by people. Outdoor advertising is considered less attractive than other media is more dazzling. However, new technology has made outdoor advertising to be more creative and

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led to increased spending on this type of advertising that is up to 8 percent per year

Internet AdvertisingAdvertisement Media are recently popular is the Internet. Big names such as 3M Corp. and MCI commmunication, along with thousands of other lesser-known companies have placed their ads on the Internet. Although advertising on the Internet is still in the growth stage and provide great potential, many marketers realize that they should also have the limitations. The reason in particular that consumers do not want to come to a variety of electronic pages for viewing on hundreds of products

Virtual Advertisinginternet advertising method that is even more recently, so-called virtual advertising, using digital implant on the brand or product into a live or tape-view programming, so as to give the impression that the prpduk is part of the show

F.Direct SalesPrivate Salesa seller face to face with potential customers to determine their needs and offer them the seller's productTasks in a private sale include: processing the message (received orders and regulates the handling and delivery), creative sales (give buyers information and woo buyers to buy), sales missionaries (promoting the company and its products)

Sales people take six steps in a private sale:1. Prospecting and assessing qualifications2. Presentations and demonstrations3. handle rejection4. Closing5. Conduct follow-up

Types of sales promotion and distinguish between publicity and public relationsSales promotion is a short-term promotional activities designed to stimulate consumers to buy or stimulate the cooperation of the members of the trade. The most notorious forms of promotion, namely 1) the certificate granting discounts for consumers, called a coupon, 2) point-of-purchase to attract customers when running 3) free samples and prizes as incentives shopping, 4) predium (gift) to buyers of certain products, 5) trade show where companies hire outlets to display and demonstrate their products, 6) contests to entice customers, distributors, and sales representatives to increase sales

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Publicity is a promotional tool that provides information about a company or product to be spread by the mass media in general. Publicity is free, and because it is presented in a news format, consumers often see it as an objective and trustworthy. But, salespeople often have little control from his bos and marketing personnel in addition can help can also be damaging.

Public relations / PR is publicity that affected the company that aims to foster good relations with the community and to deal with events that are not pleasant

Show promotional activities in small businessesAlthough small-scale businesses generally have fewer resources, the promotion of which is cost-effective to increase sales and allow smaller companies to compete with larger companies. Many small companies use newspapers, radio and postal mail to reach the local market because the price is cheaper.

development of international promotional strategiesIn the last decade, we have witnessed a great shift from domestic marketing to global marketing. Any company that markets its products to several countries face a basic choice: use a decentralized approach, with separate marketing management for each country, or apply a direct marketing perspective to the world rather than to local or regional markets.

There are four factors that made global advertising may not succeed:Product variation: even if a product has a universal appeal, at least a little difference, or product that is a little different, usually preferred in various cultures

Differences in language: advertising translation often imprecise and confusing

Cultural acceptance: Another variable is the cultural acceptance terhadaa ideas, products, and practice abroad. There are many differences between nations he comes to receiving mass advertising for certain products

Differences in the image: the image of a company may vary from country to country, regardless of any ad appeal to gain universal acceptance and recognition.

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Question1. What is a sales promotion?Promotion is a technique that is designed to sell a product. Promotion is an important activity, which plays an active role in introducing, inform and remind the benefits of a product in order to encourage consumers to purchase the promoted product2. What are the purpose of promotion ?a) Make potential customers aware of the productb) Make them knowledgeable about the productc) Persuade them to like productsd) Persuade them to buy the product

3. Explain what types of promotionsThere are 2 types of promotional strategies:

Pull strategy: Promotion strategies designed to directly attract customers who would ask for products from retailers

Push strategy: promotional strategy designed to encourage wholesalers and / or retailers to market products to consumers.

4. what is a promotion mix?The best combination of these tools are called the promotion mix depends on many factors. In deciding whether to use the promotional mix right - a combination of tools best promotion (such as advertising, direct sales, sales promotion, and publicity and public relations)

5. What means of advertising?

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This form of advertising is defined as the presentation and promotion of ideas, goods OR A nonpersonal services Operates By sponsoring Certain require payment. Sales manager operates, advertising is a means of communication Yang submitted by manufacturers to the review offers products aimed at consumers through paid media

6. Explain 3 kind types of advertising ?Persuasive Advertising : Trying to influence consumers to buy the company's products and not the products of competitors. This approach ussualy emphasizes quality. Comperative Advertising: two or more products directly compared, the goal is to take over a competitor's business. Reminder Advertising: helps keep the name of the product to remain in the public mind

7. Mention any advertising mediaThe most common advertising media:Television, newspaper, post mail, radio Advertisement, magazine, outdoor Advertisement, Internet advertising, virtual advertising

8. What is private sales ?Is a seller face to face with potential customers to determine their needs and offer them the seller's product

9. Explain four factors that made global advertising may not succeed?a) Product variation: even if a product has a universal appeal, at least a little

difference, or product that is a little different, usually preferred in various cultures

b) Differences in language: advertising translation often imprecise and confusingc) Cultural acceptance: Another variable is the cultural acceptance terhadaa ideas,

products, and practice abroad. There are many differences between nations he comes to receiving mass advertising for certain products

d) Differences in the image: the image of a company may vary from country to country, regardless of any ad appeal to gain universal acceptance and recognition.

10. What means of Publicity promotion?Publicity is a promotional tool that provides information about a company or product to be spread by the mass media in general. Publicity is free, and because it

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is presented in a news format, consumers often see it as an objective and trustworthy

Promotion Case for this resume

Here are all the games that will launch on the new Nintendo Switch consoleBen Gilbert Tech Jan. 13, 2017, 12:30 PM

Nintendo unveiled more details about its new game console, the Switch, on Thursday night. In particular, we learned more about the mess of great games coming to the Switch. 

image: https://static-ssl.businessinsider.com/image/5776a7d7dd0895993f8b45b9-960

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Nintendo

We will be updating this list throughout the night, but so far, here are all the games said to be arriving with the Switch when it launches on March 3 for $299:

- “1, 2, Switch” is a party game for the Switch. It makes use of the Joy-Con as motion controllers for multiplayer experiences that look quirky and fun. It will release with the Switch at launch.

- “ARMS” is a motion-based game where players literally fight — using their real arms — but the moves are reflected in the game. Your fists extend out (in the game), like they have springs — it’s a bit of a combination of shooter and fighting game. It looks rad! This game will also release with the Switch at launch.

- “Splatoon 2″ is a sequel to the breakout hit “Splatoon,” a third-person shooter on Nintendo’s Wii U. The game was a major new entry from Nintendo in a category that it didn’t compete in traditionally; “Splatoon 2″ looks to continue the silly, thrilling competitive shooting made famous by the previous game. It will launch this summer.

What is the Nintendo Switch?

The Nintendo Switch is the successor to Nintendo’s Wii U, a console that failed to catch on with people. The Wii U is the worst-selling game console Nintendo’s ever made (with the exception of the Virtual Boy), and the long-time Japanese game company is hoping to turn around its fortunes with the Switch.

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The gimmick of the Switch is simple: It’s a home game console and a portable game console. The same games are played on both, and it seamlessly transitions between being used at home (in a dock, seen below) and being used as a handheld.

Nintendo

The dock plugs in to your television for home console use. If you want to take the system out, simply lift it out of the dock and attach controllers to each side.

When you’re playing it at home, you can use a standard gamepad. When you’re playing it on-the-go, you attach a pair of controllers — dubbed “Joy-Con” by Nintendo — and play it using those. Think of it like an iPad Mini held sideways with gaming controllers attached.

Like so:

image: https://static-ssl.businessinsider.com/image/587811d5ee14b6a17b8b5061-1346/nintendoswitchbothways.jpg

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Nintendo

The Joy-Con gamepads slide on and off. They also can be used wirelessly with the console, detached.

The portable version of Switch even has a kickstand so you can play games on it without having to hold the handheld:

image: https://static-ssl.businessinsider.com/image/5808cfaf9037f74c747ce089-1920/titemplate239700011417still004.png

Nintendo

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In this setup, the Joy-Con controllers are detached and being used wirelessly with the Switch.

Rather than using Blu-ray discs, like the Xbox One and PlayStation 4, the Nintendo Switch uses cartridges. These aren’t the type of cartridges from the ’80s that Nintendo used in the original NES — instead, they’re more like the carts that were used on Nintendo’s DS and 3DS handheld consoles.

Here’s what they look like in action:

The Switch will also work with digital games — those downloaded from an online storefront, similar to how Apple’s App Store or Google Play work. 

Any more games I should know about?

Glad you asked! In addition to the games announced on Thursday night, there are even more games announced as coming to the Switch.

Standouts include “The Legend of Zelda: Breath of the Wild,” and a new, 3D game starring Super Mario. 

image: https://static-ssl.businessinsider.com/image/5841e0e8e02ba75e658b647f-1440/screen%20shot%202016-12-02%20at%2035945%20pm.png

Nintendo

During the debut trailer for the Switch from 2016, a few games from the Wii U made a cameo — “Mario Kart 8″ and “Splatoon,” seemingly with new content, both showed up. 

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Beyond Nintendo itself, EA is promising one of its “bigger games” will head to the Switch. While game fans are no doubt hoping that EA is talking about its upcoming “Mass Effect: Andromeda,” we’d bet the next “FIFA” game is heading to Switch. 

Interested in checking out the system in person ahead of its March launch? Nintendo is taking it on tour — check out the full list of locations right here.

Read more at http://www.businessinsider.co.id/nintendo-switch-launch-games-full-list-photos-2017-1/#dkqG5LuASb7Wuiu2.99

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