1 / 12

Chapter 16

Chapter 16. Today’s Promotional Techniques. Learning Goals. Promotion and the Promotion Mix Advertising Personal Selling Public Relations Sales Promotion Overall Marketing Strategy. 1) Promotion and Promotion Mix.

happy
Download Presentation

Chapter 16

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Chapter 16 Today’s Promotional Techniques

  2. Learning Goals • Promotion and the Promotion Mix • Advertising • Personal Selling • Public Relations • Sales Promotion • Overall Marketing Strategy

  3. 1) Promotion and Promotion Mix • Promotion- an effort by marketers to inform and remind people in the target market about products and to persuade them to participate in an exchange • Promotion Mix- The combination of promotional tools an organization uses: • Advertising, • Personal Selling, • Sales Promotion, • Public Relations

  4. 2) Advertising • Advertising- paid non-personal communication through various media by organizations and individuals who are some way identified in the advertising message • Most important media by money spent by companies (TV, Direct Mail, Newspapers…) • Advantages of: • T.V. for Mass marketing • Direct mail for accurate targeting of specific consumers

  5. 3) Personal Selling • Personal Selling- the face to face presentation and promotion of goods and services

  6. Personal selling process • Prospect/Qualify • Pre-approach • Approach • Presentation • Objections • Close • Follow up

  7. Consultative selling • Consultative Selling- Analyzing customer needs then coming up with solutions to fit those needs

  8. 4) Public Relations (PR) • Public Relations- The management function that evaluates public attitudes, changes policies and procedures in response to the public’s requests, and executes a program of action and information to earn public understanding and acceptance.

  9. Publicity • Publicity- Any information about an individual, product or organization that’s distributed to the public through the media and that’s not paid for or controlled by the seller • Press Releases- Publicity release about the product

  10. 5) Sales Promotion • Sales Promotion : Stimulates consumer and dealer interest by means of short-term activities (for example, displays, free samples, coupons, special events) • Viral Marketing: making your customers your sales force and advertisers

  11. 6) Overall Marketing Strategy • Push Strategy- Promotional strategy in which the product uses advertising, personal selling, sales promotion, and all other promotional tools to convince wholesalers and retailers to stock and sell merchandise. • Pull Strategy- Promotional Strategy in which heavy advertising and sales promotion efforts are directed toward consumers so that they’ll request the products from retailers.

  12. Overall Marketing Strategy • Integrated Marketing Communication System- a formal mechanism for uniting all the promotional efforts in an organization to make them more consistent with each other and more responsive to that organization’s customers and other stakeholders. • Interactive Marketing Program- a system in which consumers can access company information on their own and supply information about themselves in an ongoing dialogue.

More Related