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Handout 16: Marketing strategies and methods of promotion

PowerPoint presentation. Handout 16: Marketing strategies and methods of promotion. Unit 320 (B&A 59): Principles of business. Market segmentation. Groups customers according to different factors Helps promotion of products by targeting customers’ needs Segmentation factors: P rimary

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Handout 16: Marketing strategies and methods of promotion

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  1. PowerPoint presentation Handout 16: Marketing strategies and methods of promotion • Unit 320 (B&A 59): Principles of business

  2. Market segmentation • Groups customers according to different factors • Helps promotion of products by targeting customers’ needs • Segmentation factors: • Primary • Geographic • Demographic • Psychographic

  3. Promotion • Way the organisation communicates the benefits of its products to a customer • Above-the-line promotion • Below-the-line promotion

  4. Marketing strategies • Use the marketing mix • Aim to meet an objective • Change according to specific aims • Examples of marketing objectives: • Increase sales by 20% • Launch a new product next year • Break into the international market

  5. B2B vs B2C • Strategies differ • B2B strategies focus on the results/benefits the product/service will bring, eg in terms of saving time, money or resources • B2C strategies also focus on emotional elements, eg desirability, as well as different distribution channels

  6. AIDA • Attention: to attract the customer’s attention • Interest: to provoke the customer’s interest by highlighting advantages and benefits of the product/service • Desire: to convince customers that this is the product/service they need • Action: to lead customers to purchase or commit

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