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İntroduction to Business 2 BUS 102

İntroduction to Business 2 BUS 102. Erlan Bakiev, Ph. D. Promotional Strategies. What Is Promotion?. Promotional Strategy. Direct Interaction. Indirect Communication. Promotional Goals. Product Variables. Promotional Mix. Promotional Goals. Inform. Persuade. Remind. Attract New

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İntroduction to Business 2 BUS 102

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  1. İntroduction to Business 2BUS 102 Erlan Bakiev, Ph. D. Zirve University BUS 102

  2. Promotional Strategies

  3. What Is Promotion? Promotional Strategy Direct Interaction Indirect Communication PromotionalGoals Product Variables Promotional Mix

  4. Promotional Goals Inform Persuade Remind Attract New Customers Sell to Existing Customers Aid Distributors Stabilize Sales Boost Name Recognition Create Sales Leads Differentiate the Product Influence Decision Makers

  5. Activity Reach Timing Flexibility Cost/ Exposure The Promotional Mix Personal Selling Direct Interaction Limited Reach Regular Contact Tailored Message Relatively High Advertising Indirect Interaction Large Reach Regular Contact Standard Message Low to Moderate Direct Marketing Direct Interaction Large Reach Intermittent Customized Message Relatively High Sales Promotion Indirect Interaction Large Reach Intermittent Standard Message Varies Public Relations Indirect Interaction Large Reach Intermittent Standard Message No Direct Cost

  6. Elements of Promotion • Personal selling • Advertising • Direct marketing • Sales promotion • Public relations

  7. Advertising Complexity Familiarity Personal Selling Direct Marketing Price Life Cycle Public Relations Sales Promotion Product Variables

  8. Clustered Dispersed Intermediaries Customers Personal Selling Product Advertising Push Strategy Pull Strategy Market Variables Target Market Market Strategy

  9. Critical Thinking • Why should a company such as McDonald’s, which is already well-known to virtually all consumers , continue to spend heavily on advertising? • Why does an entirely new sort of product need a different promotional strategy than a well-known product? • Would it be wise for a manufacturer that is new to a particular industry (and unknown within it) to invest most of its promotional resources in a pull strategy? Why or why not?

  10. Customer-Oriented Marketing Partnerships with Customers Personal Selling

  11. High Order Getters Sales Support Creative Selling Order Takers Low Types of Sales Personnel Low Order Processing High

  12. Support Functions Missionary Sales Technical Sales Trade Sales

  13. Personal Selling Process Prospecting 1 Preparing 2 Approaching 3 Presenting 4 Handling Objections 5 Closing 6 Following Up 7

  14. Critical Thinking • How should a salesperson take the time to qualify sales leads? • Why is the canned approach inadequate for may selling situations? • Why might some salespeople be reluctant to come right out and ask for an order?

  15. Product Awareness Product Image Consumer Demand Advertising and Direct Marketing

  16. Product Institutional National and Local Word of Mouth Types of Advertising Competitive Advertising, Comparative Advertising Green Marketing, Corporate or Advocacy Advertising Nationwide Coverage, Cooperative Advertising Repeat Customers, Buzz Marketing

  17. Advertising Appeals Audience Logical Emotional Service Product Celebrity Sexual Target Market

  18. Media Plan Media Mix Advertising Media

  19. Newspapers Television Direct Mail E-mail Radio Magazines Internet Major Advertising Media

  20. Legitimate Marketers SPAM Marketers Permission Marketing “Opt-In” Choices “Harvested” Addresses “Address Guessing” Developments in E-Mail Marketing CAN-SPAM Act of 2003

  21. Display Ads Search Engine Ads Blog Ads Developments in Online Media

  22. Critical Thinking • Should Zirve University advertise to attract new students? Why or why not? • Why have so many companies used celebrities in their ads? • Why has search engine advertising become such a popular way to reach audiences?

  23. Sales Promotion Consumer Promotion Trade Promotion

  24. Coupons Samples Rebates Premiums Point-of-Purchase Cross-Promotions Special-Event Advertising Specialty Advertising Consumer Sales Promotions

  25. Trade Allowances Display Premiums Dealer Contests Travel Bonus Programs Trade Sales Promotion

  26. Public Relations News Conferences News Releases Community Relations Product Publicity Government Affairs Investor Relations Press Relations

  27. Public Relations Sales Promotion Personal Selling Direct Marketing Product Advertising Integrated Marketing Communications IMC Consistency Clarity Impact Effectiveness

  28. Critical Thinking • How can sales promotion reduce the uncertainty that buyers might feel about trying an unfamiliar product? • Why are press relations so critical to the launch of many new products? • Why does the integrated marketing communication philosophy place so much importance on delivering a consistent message through all communication channels?

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