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Marketing Strategy
Learning Objectives
Chapter 12
to
The Right People
Chapter 12
at
The Right Place, Time, and Price
using
The Right Promotion Techniques
Copyright 2008 by Nelson, a division of Thomson Canada Limited
Marketing
Marketing
Chapter 12
www.lscmcourse.com
What are the customers wants?
Chapter 12
Chapter 12
1
Customer
Value
Customer
Satisfaction
Relationship
Marketing
Chapter 12
Environmental
Scanning
Chapter 12
Competitive Forces
Chapter 12
Target Market
Chapter 12
Differential
Competitive
Advantage
Niche
Competitive
Advantage
10
Product
Elements of
the
Marketing Mix
Price
Place
The Four Ps
Chapter 12
Promotion
11
Brand name
Packaging
Colours
Warranty
Accessories
Chapter 12
Service program
12
Pricing Strategy
Chapter 12
13
Chapter 12
14
Promotion Strategy
3
Personal selling
Advertising
Public relations
Chapter 12
Sales promotion
15
Need Recognition
Chapter 12
Cultural, Social,
Individual and
Psychological
Factors
affect
all steps
Information Search
Evaluation
of Alternatives
Purchase
Postpurchase
Behaviour
16
Chapter 12
17
Chapter 12
Routine
Response
Behaviour
Limited
Decision
Making
Low Involvement
Short Decision Time
Low Cost
Internal Information Search
One Alternative
Copyright 2008 by Nelson, a division of Thomson Canada Limited
Extensive
Decision
Making
More Involvement
Long Decision Time
High Cost
Internal/External Search
Many Alternatives
18
Demographic
Age, Derived
education,
from
gender,
individuals
income,
position
race, social class,
in an organization
household size
Geographic
Chapter 12
Psychographic
Benefit
Volume
19
Chapter 12
20
Chapter 12
5. Make recommendations
Copyright 2008 by Nelson, a division of Thomson Canada Limited
21
Trends
Scanner-based research
Chapter 12
One-to-one marketing
22
Chapter 12
Prepared by
Norm Althouse
University of Calgary
Copyright 2008 by Nelson, a division of Thomson Canada Limited
23
Chapter 12
Creation of the
Marketing Mix
usually begins
with the
PRODUCT
24
What is a Product?
Chapter 12
Product
25
What is a Product?
1
Image of
Retail
Store
Service
after
Sale
Attachments
Warranty
Product
Chapter 12
Image of
Brand
Colour
Packaging
Instructions
26
Chapter 12
Unsought
Product
Convenience
Product
Shopping
Product
Specialty
Product
27
Easy to pronounce
Easy to recognize
Easy to remember
Short
Distinctive, unique
Describes the product
Describes the products use
Describes the products benefits
Has a positive connotation
Chapter 12
28
Brand insistence
Brand preference
Chapter 12
Brand recognition
29
Chapter 12
30
Persuasive
labelling
Chapter 12
Informational
labelling
Focuses on a promotional
theme or logo consumer
information is secondary
Designed to help
consumers make proper
product selections
31
Warranty
Implied
Warranty
Chapter 12
Express Warranty
Full Warranty
A written guarantee.
32
Chapter 12
33
Introduction Growth
Maturity
Decline
Total
market
sales
Total
market
profits
+
$0
Chapter 12
_
Copyright 2008 by Nelson, a division of Thomson Canada Limited
Time
34
Pricing Objectives
Chapter 12
6
Profit maximization
Target return
on investment
Value pricing
35
Chapter 12
Distributing Products in a
Timely and Efficient Manner
Prepared by
Norm Althouse
University of Calgary
Copyright 2008 by Nelson, a division of Thomson Canada Limited
36
Learning Goals
Chapter 12
37
Chapter 12
Distribution
38
Physical Distribution
Chapter 12
The Role
of
Distribution
39
Supply Chain
1
Suppliers of
Raw Materials
Chapter 12
CD
Factory
Wholesale
or
Distribution
Centre
Retailers,
Wholesalers,
Distribution
Centres
Customers
Finished
CDs
Copyright 2008 by Nelson, a division of Thomson Canada Limited
40
Distribution Channels
Chapter 12
2
Agents and
Brokers
Industrial
Distributors
Wholesalers
Retailers
41
Chapter 12
42
Sorting out
Ease the
flow of goods
Accumulating
Chapter 12
Allocating
43
Vertical Integration
3
Forward Vertical
Integration
Chapter 12
44
Chapter 12
Selective
Distribution
Intensive
Distribution
45
Chapter 12
46
Manufacturer
Often
selective
or
exclusive
distribution
Often
intensive
distribution
Wholesaling
intermediaries
Merchant
wholesalers
Fullservice
Agents and
brokers
Limitedservice
Chapter 12
Retailers or
industrial users
Customers
47
Chapter 12
48
Trends in Distribution
Category Management: suppliers
manage the product for the
retailer
Chapter 12
49
Chapter 12
15
Chapter
15
Prepared by
Norm Althouse
University of Calgary
Copyright 2008 by Nelson, a division of Thomson Canada Limited
50
Learning Goals
1 What are the goals of promotional strategy?
2 What are the elements of the promotional mix, and how
does integrated marketing communications make use of
them?
3 ID the factors that affect the promotional mix.
Chapter 12
51
Chapter 12
Promotion
52
Promotional Goals
1
1. Creating awareness
Chapter 12
53
Personal
Selling
Advertising
Promotional
Mix
Chapter 12
Public
Relations
Sales
Promotion
54
Advertising
Personal
Selling
Chapter 12
Promotional
Mix
Public
Relations
Copyright 2008 by Nelson, a division of Thomson Canada Limited
Sales
Promotion
55
Types of Advertising
Chapter 12
3
Product
Advertising
Comparative
Advertising
Reminder
Advertising
Institutional
Advertising
Advocacy
Advertising
56
Advertising Media
Newspapers
Radio
Magazines
Television
Chapter 12
Direct Mail
Outdoor
Internet
57
Weaknesses
Strengths
Geographic selectivity
Short-term commitments
Chapter 12
Immediacy
Constant readership
Low cost
Limited demographic
selectivity
Little colour
Short-lived
58
Chapter 12
Strengths
Good reproduction
Message permanence
Demographic selectivity
Regionality
Local-market selectivity
Special-interest
Long-term advertiser
commitments
Limited demonstration
Lack of urgency
59
Weaknesses
Strengths
No visuals
High frequency
Immediacy of message
Advertising message
short-lived
Background sound
Commercial clutter
Chapter 12
Highly portable
Entertainment carryover
Copyright 2008 by Nelson, a division of Thomson Canada Limited
60
Weaknesses
Strengths
Chapter 12
Widely diversified
audience
Creative visual and audio
opportunities
Immediacy of message
Entertainment carryover
High cost
Limited demographic
selectivity
Advertising message
short-lived
61
Weaknesses
Chapter 12
Strengths
Repetition
Short messages
Moderate costs
Flexibility
Lack of demographic
selectivity
Distractions
62
Chapter 12
Strengths
Personalization by
computers
Specific demographic
market reach
Lengthy message
63
Weaknesses
Strengths
Chapter 12
Inexpensive global
coverage
Interactive personalized
message via e-mail
Difficult to measure ad
effectiveness
Pop-up clutter
64
Advertising Costs
Factors
Influencing
Advertising
Choices
Reach
Frequency
Chapter 12
Audience Selectivity
65
Chapter 12
66
Opportunities in Sales
Selling to
Purchasing Agents
Chapter 12
Committees
67
Satisfied
Customer
6. Following up sale
5. Closing sale
4. Handling objections
3. Presenting & demonstrating
Chapter 12
2. Approaching customers
1. Prospecting and qualifying
Copyright 2008 by Nelson, a division of Thomson Canada Limited
68
Qualifying Questions
1. Does the prospect have a need for our product?
2. Can the prospect make the buying decision?
Chapter 12
69
Sales Promotion
6
Comarketing
Special events
Sampling
Coupons
Games, contests, sweepstakes
Sponsorships
Internet
Trade shows
Chapter 12
Premiums
70
Public Relations
Chapter 12
Public Relations
Any communication or
activity designed to win
goodwill or prestige for a
company or person.
71
Public affairs
Lobbying
Chapter 12
72
Market Characteristics
Available Funds
Chapter 12
73
Wholesaler
promotes to
retailer
Retailer
promotes to
consumer
Consumer
buys from
retailer
Orders to manufacturer
PULL STRATEGY
Chapter 12
Manufacturer
promotes to
consumer
Consumer
demands
product
from retailer
Retailer
demands
product
from wholesaler
Wholesaler
demands
product from
manufacturer
Orders to manufacturer
Copyright 2008 by Nelson, a division of Thomson Canada Limited
74
Trends in Promotion
Application of Technology
Chapter 12
Guerrilla Marketing
75
Guerrilla Marketing
Guerrilla Marketing
Chapter 12
(Street Marketing
and
Diffusion Marketing)
76