Transcript Lesson 11: Promotions and Customer Service

marketing
300
discussion section
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agenda
 project #2
 advertising
 promotion methods
 discussion question
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projects
 Make sure it has all group member names
 Peer evaluations: can turn in today or next week
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final exam
 FYI: final exam is May 14, 5:05-7:05pm.
 Location TBA on Learn@UW
 Will not be cumulative for the most part, will
build on previous material
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when ads try too hard
• See any good advertisements?
• http://www.youtube.com/watch?v=h--d7OZSj1U
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QUIZ #8
The basic idea behind integrated marketing
communications is that it is critical for all of the
different firms in a channel of distribution for a
product to have an input in developing the advertising
campaign for the product.
a)True
b)False
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QUIZ #8
The most COMMON method of budgeting for marketing
expenses is to:
a)match competitors' spending.
b)allocate any funds not already allocated to other functions.
c)allocate enough to completely eliminate the cost of lost
customers.
d)allocate for the job that needs to be done.
e)allow a percentage of either past or forecasted sales.
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promotion methods
The book lists three types of
promotion methods. What are they?
1) Personal selling and customer service
2) Mass selling
3) Sales Promotion
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personal selling
 Personal selling and customer service
- What is this?
- direct spoken communication between sellers and potential
customers
- What kind of things are typically sold using this?
- Lots of B2B goods and services, but also things like cell phones,
cars at dealerships, etc.
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need a volunteer!
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personal selling
typical corporate
manager
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personal selling
Slick business
dude
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personal selling
sell me on this TR-144 industrial packaging device
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mass selling
 Mass selling
- What is this?
- sending messages to large number of people at once about a
specific company or product
- What kind of things are typically sold using this?
- almost anything, but generally consumer goods and services;
sometimes business products and services too
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what kinds of things?
Detergents, soft drinks, snack foods, soap, etc.
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mass selling
CAN’T…
STOP…CONSUMING!
Anything you’ve seen in a television ad is an example of
something that can be mass sold.
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the means of mass selling
What are the two means of mass selling?
a) Advertising
b) Publicity
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mass selling: advertising
- What is advertising?
 Paid form of non-personal presentation by a
company, usually in some form of media
 Company can control message
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mass selling: advertising
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mass selling: publicity
- What is publicity?




Unpaid form of idea presentation by sponsor
Usually cannot control message
Ex. press releases
Ex. bizarre stunts to capture public interest
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mass selling: publicity
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mass selling: publicity
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mass selling: publicity
$10,000
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mass selling: publicity
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mass selling: publicity
Why is “moonvertising” publicity and not advertising?
• The content of the advertisement itself is not the focus
• The controversy of someone advertising on the moon is
supposed to generate interest in the product
• Note: the company has no intention of actually putting ads on
the moon
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sales promotion
 Sales Promotion
- What is this?
- All other non-advertising, non-publicity, and non-personal
selling activities (AKA “everything else”)
- Effort to stimulate interest, trial, or purchase by final customers,
middlemen, internal employees, anyone else in the channel
- What kind of things are typically sold using this?
- Just about everything!
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sales promotion
 Three types of sales promotion
a) promote to end user
b) promote to middleman
c) promote to own sales force
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sales promotion:
promote to end user
 You are the owner of a
restaurant, and you are trying to
promote this grossly excessive
sandwich to final customers.
How might you do it?
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sales promotion:
promote to end user
 Coupons
 Samples
 Contests
 Frequent-buyer program
 Displays
 Banners
 Sale
 Other techniques: Trade shows,
sponsored events, free trials
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sales promotion:
promote to middleman
 You are a producer, and you are trying to get this
state-of-the-art computer stocked in an
electronics store. How?
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sales promotion:
promote to middleman
 price deals
 trade shows
 sales contests
 promotion allowances and slotting fees
 help set up demo area
 merchandising aids
 Other middleman promotions:
meetings, gifts, bribes
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sales promotion:
promote to own sales force
 You are a producer, and you are trying to encourage
your sales force to promote this expensive solarpowered flashlight. How?
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sales promotion:
promote to own sales force
 bonuses
 sales aids
 training materials
 contests
 displays
 Other middleman promotions:
meetings, “job incentives”
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now try this…
Personal Selling, Mass Selling, or Sales Promotion?
a)Billboard with a picture of a smiling insurance broker on it
b)a Ghostface Killah concert sponsored by Timberland Boots
c)Contest where first person to eat 500 jars of Skippy peanut
butter gets a free jar of Skippy peanut butter
d)A plastic surgeon discusses various unnecessary cosmetic
surgeries with a patient, explaining how the patient really
should get them because it would really, like, improve their life
and stuff
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now try this…
Personal Selling, Mass Selling, or Sales Promotion?
e)Someone passing out free Nas-Tea soft drinks outside a
stadium to wasted college kids who can barely stand up, much
less appreciate its bold Southwest flavor
f)Giving a manager at Hot Topic a spiked leather collar so she’ll
stock your company’s ironic Chewbacca belt buckles
g)Getting a streaker to run onstage during the Oscars and
scream “RUBBERMAID, BRO!!!” at the top of his lungs
h)Cold-calling every pharmacy in the area to see if they will
stock your new brand of homemade pharmaceuticals
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Remember to think about the whole chain;
you may need to promote to more than one
party in the chain!
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