Business Copyright 2005 Prentice Hall Inc 1 Chapter
Business Copyright 2005 Prentice- Hall, Inc. 1
Chapter 13 Promoting Products 13 -2
Business Chapter Outline üImportance Of Promotion üAdvertising Promotions üPersonal Selling üSales Promotions üPublicity & Public Relations üPromotional Practices In Small Business üInternational Promotional Strategies Copyright 2005 Prentice- Hall, Inc. 3
Business Promotion Part Of Marketing Mix Concerned With Most Effective Techniques for Selling Product. Copyright 2005 Prentice- Hall, Inc. 4
Business Information & Exchange Values • Notify Potential Customers • Educate Potential Customers • Persuade Customers Like Product • Persuade Customers Buy Copyright 2005 Prentice- Hall, Inc. to To 5
Business Promotional Objectives 1) Communicate Information 2) Position Products 3) Add Value 4) Control Sales Volume Copyright 2005 Prentice- Hall, Inc. 6
Business Communicate Information • Advise Customer Product Exists • Educate Customer About Product Features Copyright 2005 Prentice- Hall, Inc. 7
Business Positioning Product • How Product Is Positioned In Customer’s Mind Compared to Competition • Identify – Target Segments – Competitors Copyright 2005 Prentice- Hall, Inc. 8
Corn Flakes $/Ounce Business Example Of Product Positioning- Breakfast Cereal Frosted Flakes Trix Cocoa Puffs Shredded Wheat Honey-Nut Cheerios Sugar Content Copyright 2005 Prentice- Hall, Inc. 9
Business Value-Adding Benefits • Warranties • Repair Contracts • After-Purchase Service Copyright 2005 Prentice- Hall, Inc. 10
Business Controlling Sales Volume • Increase Promotion During Slow Periods • A Measure Promotional Campaign Allows For Controlled Growth So Promises Do Not Exceed Ability To Deliver Copyright 2005 Prentice- Hall, Inc. 11
Business Promotional Strategies • Pull- Appeal Directly To Consumer To Create Demand • Push- Encourage Wholesalers & Retailers Market To Consumers Copyright 2005 Prentice- Hall, Inc. To 12
Business Push vs. Pull Product Push Product Pull Copyright 2005 Prentice- Hall, Inc. 13
Business Promotional Mix • Advertising • Personal Selling • Sales Promotion • Publicity & Public Copyright 2005 Prentice- Hall, Inc. Relations 14
Business Promotion & The Buying Decision Copyright 2005 Prentice- Hall, Inc. 15
Business Advertising Promotional Tool Consisting Of Paid, Non-Personal Communication Used By An Identified Sponsor To Inform An Audience About A Product. S SHOE BUY 1 GET 1 FREE Copyright 2005 Prentice- Hall, Inc. 16
Business Advertising Strategies • Persuasive- Stress Quality • Comparative- Maturity Stage • Reminder- Decline Copyright 2005 Prentice- Hall, Inc. Stage 17
Business Advertising Media • • • Television Direct Mail Newspapers Magazines Radio • Outdoor • Internet • Data Mining & Warehousing • Virtual • Media Mix Copyright 2005 Prentice- Hall, Inc. 18
Business Top 10 Network TV Advertisers Copyright 2005 Prentice- Hall, Inc. 19
Business Ad Expenditures Presidential Campaign 2004 In $ Million Source: philly. com, “A Record $600 Million Spent On Presidential-Campaign Ads”, https: //registration. philly. com/reg/login. do? url=http: //www. philly. com%2 Fmld%2 Fphilly%2 Fnews%2 Fspecial_packages%2 Felection 2004%2 F 10067537. htm Copyright 2005 Prentice- Hall, Inc. 20
Business Media Mix By Industry Copyright 2005 Prentice- Hall, Inc. 21
Business Advertising Campaign ID Target Set Budget Define Objectives Create Message ID Media Evaluate Copyright 2005 Prentice- Hall, Inc. 22
Business Sales Force Management • Top Management- Sets Goals • Salespeople- Set Realistic Objectives • Organize Sales Force To Meet Goals • Implement/Evaluate Success Of Overall Sales Plan Copyright 2005 Prentice- Hall, Inc. 23
Business Personal Selling • Telemarketing • Situations – Retail – Industrial Copyright 2005 Prentice- Hall, Inc. 24
Business Personal Selling Tasks • Order Processing • Creative Selling • Missionary Selling Copyright 2005 Prentice- Hall, Inc. 25
Business Personal Selling Process Follow-Up Approach Prospect & Qualify Present Closing Handle Objections Copyright 2005 Prentice- Hall, Inc. 26
Business Sales Promotion • Coupons • Point-Of-Purchase • Purchasing Incentives • Trade Shows • Contests Copyright 2005 Prentice- Hall, Inc. COUPON $ 1 00 OFF Any Brewed Coffee 27
Business Publicity & PR • Publicity – Free – Little Control • Public Relations – Company-Influenced – Create Goodwill Copyright 2005 Prentice- Hall, Inc. 28
Business Small Business Advertising • Internet • Non-Prime Time • Yellow Pages • Direct Mail • Targeted Magazine Ads Copyright 2005 Prentice- Hall, Inc. 29
Business Small Business Personal Selling • Sales Force • Sales Agencies • Telemarketing Copyright 2005 Prentice- Hall, Inc. 30
Business Global Advertising • Product Variations • Language Differences • Cultural Receptiveness • Image Differences Copyright 2005 Prentice- Hall, Inc. 31
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