Transcript Business
Business Copyright 2005 Prentice- Hall, Inc. 13-1 Chapter 13 Promoting Products 13-2 Business Chapter Outline Importance Of Promotion Advertising Promotions Personal Selling Sales Promotions Publicity & Public Relations Promotional Practices In Small Business International Promotional Strategies Copyright 2005 Prentice- Hall, Inc. 13-3 Business Promotion Part Of Marketing Mix Concerned With Most Effective Techniques for Selling Product. Copyright 2005 Prentice- Hall, Inc. 13-4 Business Information & Exchange Values • Notify Potential Customers • Educate Potential Customers • Persuade Customers Like Product • Persuade Customers Buy Copyright 2005 Prentice- Hall, Inc. to To 13-5 Business Promotional Objectives 1) Communicate Information 2) Position Products 3) Add Value 4) Control Sales Volume Copyright 2005 Prentice- Hall, Inc. 13-6 Business Communicate Information • Advise Customer Product Exists • Educate Customer About Product Features Copyright 2005 Prentice- Hall, Inc. 13-7 Business Positioning Product • How Product Is Positioned In Customer’s Mind Compared to Competition • Identify – Target Segments – Competitors Copyright 2005 Prentice- Hall, Inc. 13-8 Example Of Product Positioning- Breakfast Cereal $/Ounce Business Corn Flakes Frosted Flakes Cocoa Puffs Trix Shredded Wheat Honey-Nut Cheerios Sugar Content Copyright 2005 Prentice- Hall, Inc. 13-9 Value-Adding Benefits Business • Warranties • Repair Contracts • After-Purchase Service Copyright 2005 Prentice- Hall, Inc. 13-10 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. 13-11 Business Promotional Strategies • Pull- Appeal Directly To Consumer To Create Demand • Push- Encourage Wholesalers & Retailers Market To Consumers Copyright 2005 Prentice- Hall, Inc. To 13-12 Business Push vs. Pull Product Push Product Pull Copyright 2005 Prentice- Hall, Inc. 13-13 Promotional Mix Business • Advertising • Personal Selling • Sales Promotion • Publicity & Public Relations Copyright 2005 Prentice- Hall, Inc. 13-14 Business Promotion & The Buying Decision Copyright 2005 Prentice- Hall, Inc. 13-15 Business Advertising Promotional Tool Consisting Of Paid, Non-Personal Communication Used By An Identified Sponsor To Inform An Audience About A Product. Copyright 2005 Prentice- Hall, Inc. 13-16 Advertising Strategies Business • Persuasive- Stress Quality • Comparative- Maturity Stage • Reminder- Decline Stage Copyright 2005 Prentice- Hall, Inc. 13-17 Business Advertising Media • • • • • Television Direct Mail Newspapers Magazines Radio • Outdoor • Internet • Data Mining & Warehousing • Virtual • Media Mix Copyright 2005 Prentice- Hall, Inc. 13-18 Business Top 10 Network TV Advertisers Copyright 2005 Prentice- Hall, Inc. 13-19 Ad Expenditures Presidential Campaign 2004 Business $350 In $ Million $300 $250 Supporting Organizations Candidate & Party $200 $150 $100 $50 $0 John Kerry George Bush Source: philly.com, “A Record $600 Million Spent On Presidential-Campaign Ads”, https://registration.philly.com/reg/login.do?url=http://www.philly.com%2Fmld%2Fphilly%2Fnews%2Fspecial_packages%2Felection2004%2F10067537.htm Copyright 2005 Prentice- Hall, Inc. 13-20 Business Media Mix By Industry Copyright 2005 Prentice- Hall, Inc. 13-21 Advertising Campaign Business ID Target Set Budget Define Objectives Create Message ID Media Evaluate Copyright 2005 Prentice- Hall, Inc. 13-22 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. 13-23 Personal Selling Business • Personal Selling • Telemarketing • Situations – Retail – Industrial Copyright 2005 Prentice- Hall, Inc. 13-24 Business Personal Selling Tasks • Order Processing • Creative Selling • Missionary Selling Copyright 2005 Prentice- Hall, Inc. 13-25 Personal Selling Process Business Follow-Up Approach Prospect & Qualify Present Closing Handle Objections Copyright 2005 Prentice- Hall, Inc. 13-26 Business Sales Promotion • Coupons • Point-Of-Purchase • Purchasing Incentives • Trade Shows • Contests Copyright 2005 Prentice- Hall, Inc. COUPON $ 1 00 OFF Any Brewed Coffee 13-27 Business Publicity & PR • Publicity – Free – Little Control • Public Relations – Company-Influenced – Create Goodwill Copyright 2005 Prentice- Hall, Inc. 13-28 Business Small Business Advertising • Internet • Non-Prime Time • Yellow Pages • Direct Mail • Targeted Magazine Ads Copyright 2005 Prentice- Hall, Inc. 13-29 Business Small Business Personal Selling • Sales Force • Sales Agencies • Telemarketing Copyright 2005 Prentice- Hall, Inc. 13-30 Global Advertising Business • Product Variations • Language Differences • Cultural Receptiveness • Image Differences Copyright 2005 Prentice- Hall, Inc. 13-31