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Global Environment

Slide 1. International Marketing 70-480, Session 10 Lloyd Corder, Ph.D. Global Environment. Mix. Corder’s Questions. Slide 2. What are some of the most popular communication platforms and how do you use them? What are the “right” marketing mixes for B2C, B2B and professional services?.

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Global Environment

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  1. Slide 1 International Marketing 70-480, Session 10 Lloyd Corder, Ph.D. Global Environment Mix

  2. Corder’s Questions Slide 2 What are some of the most popular communication platforms and how do you use them? What are the “right” marketing mixes for B2C, B2B and professional services? Believe in the power of feedback. 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  3. What are some of the most popular communication platforms and how do you use them? Slide 3 1. 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  4. Slide 4 Marketing Challenges Marketing helps us establish a position and differentiate our products, services and people from competitors. Model for Fortune 50 B2B Company 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  5. Slide 5 Cookbook Defined • Marketing: Attempting to convert “suspects” into “prospects” • Includes tools such as advertising, brochures, Web pages, letters, etc. • Sales: Attempting to convert “prospects” into “customers” • Includes tools such as meetings, demonstrations, phone calls, etc. 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  6. Marketing Tactics Toolbox Slide 6 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  7. Slide 7 1. Advertising • Definition: Any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor • Benefits • Control content and where it’s placed • Can be used to build awareness/image and generate leads • Drawbacks • Cost (depending upon placement) • More access to numbers or specificity of potential customers, greater the costs • Less credible form of self-promotion 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  8. Slide 8 Case Study • Heeter Printing Case History • Company experiencing rapid growth • Significant capital improvement (new, high-tech equipment) • Has the best compilation of high-tech equipment in one shop in this area • Customer and prospect research to determine messaging • Design of capabilities brochure 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  9. Slide 9 Heeter Research 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  10. Slide 10 Heeter Brochure(Based on Research Findings) 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  11. Slide 11 Motion Pictures Introduces the BMW Z3 Roadster James Bond 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  12. Slide 12 Videotape 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  13. Slide 13 2. Sales Promotion • Definition: A variety short-term incentives to encourage trail or purchase of a product or service • Benefits • Reduces risk of larger purchase • Creates urgency (try it now) • Aids in decision process • Helps make product, service or concept more tangible • Drawbacks • Tire-kickers • May delay and/or discount some committed purchasers 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  14. Slide 14 Trade Show Benefits • Great for… • Displaying products and services • Gaining exposure • Finding and qualifying prospects • Discovering what potential customers are looking for • Learning what your competitors are doing • Building your image with existing customers • Meeting decision-makers Trade Show Booth Frankfurt, Germany 2000 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  15. Slide 15 Tips for Better Trade Show Results • Set specific trade show goals • Separate the "suspects" from the "prospects" • Script your questions and practice them before the show • Have a separate room for sales presentations • Follow-up your leads 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  16. Slide 16 3. Public Relations • Definition: A variety programs designed to promote and/or protect a company’s image or its individual products—as well as generate leads • Benefits • Third-party credibility • Earned • “Free” advertising • Drawbacks • Can’t control the message, placement or timing • At the mercy of the media if not managed properly 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  17. Slide 17 Free Advertising (Article Placements) • 2-stepped decision process • Where do you want to see the story? • Types of publications • Type of audience • Geographic location • Major media • Specialty publications (e.g., Hispanic) • Where—inside the actual publication—do you want to see the story? • Fragment the publication/media • Target specific editors (e.g., health care, business, etc.) • At larger publications/media, target more than one editor 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  18. Slide 18 Free Advertising, cont. • Developing a contact list • Informal • Hear of publication, target it • Go to newsstand and look over magazines, publications • Writer’s Market (listing of publications) • Formal • Bacon’s Directory (Magazine, Radio, TV, etc.) • Burrelle’s Media Directory (Magazines, and Newsletters, Radio, etc.) 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  19. Slide 19 Free Advertising, cont. 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  20. Slide 20 Free Advertising, cont. • Getting “hits” • Accuracy is key • Misspellings, sending information to the wrong editors, etc. • Verify your contact list • Defining a hit • Article placement, story coverage, mention of product in a round-up article • Improving your hits • Strength of story • Pitch (calling the editors and “selling” your story) • Understanding the publication… format, audience, interest, editorial calendars, etc. 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  21. Slide 21 News Releases • Focus on content • Contact information should be person who wrote it • Keep it simple • Placement is key • Build contacts 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  22. Slide 22 Direct Marketing • Definition: Use of mail, telephone, fax, e-mail or Internet to communicate directly with or solicit a direct response from customers and prospects • Benefits • Customized messaging • Up-to-date, fast, easily changeable • Interactive (message can be changed depending upon person’s reaction) • Drawbacks • Inoculation (many people are resistant to junk mail and spam) 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  23. Slide 23 Catalogs, Magazines, Flyers New Product AnnouncementLIONEL 38029 UP 9000 UNION PACIFIC 4-12-2 This is the second unit in a series of 5 special locomotives by LIONELLIMITED EDITION, ALLOCATED, BACKORDER IT NOW... ONLY $1259.99FATHERS DAY SPECIAL Take 5% of all orders on IN STOCK ITEMS ONLYYou MUST MENTION CODE WORD 'PETER' At the time you are placing the order!This Offer is GOOD Starting on 6/13/2002 Thru 6/16/2002There are no REBATES OR REFUNDS on PREVIOUSLY SOLD ITEMSYOU MUST MENTION CODE WORD 'PETER' AT THE TIME YOU PLACE YOUR ORDERThis offer cannot be combined with ANY OTHER OFFER.Magazine AdsView our LATEST Magazine Ads, before they hit the stands!We advertise in Model Railroader, Classic Toy Trains, Garden Railways & O Gauge Railroadinghttp://www.trainworld.com/store_adsCloseoutsHave you visited our latest Closeouts and Clearance Items? We think we have some pretty good deals for you!http://www.trainworld.com/closeoutshttp://www.trainworld.com/clearanceNote: Prices Subject to Change Without Notice, Up or Down.TRAINWORLD and TRAINLAND are Registered TrademarksThank You E-mail Letter Trial Card User Magazine 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  24. Slide 24 Tips for Writing Clear Copy • The reader comes first • Advertiser-oriented copy • “BankPlan is a state-of-the-art in user-friendly, sophisticated financial software for small-business accounts receivable, accounts payable and general ledger applications.” • You-oriented copy • “BankPlan can help you balance your books. Manage your cash-flow. And keep track of customers who haven’t paid their bills. Best of all, the program is easy-to-use—no special training is required.” 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  25. To be liked To be appreciated To be right To feel important To make money To save money To save time To make work easier To be secure To be attractive To be sexy To be comfortable To be distinct To be happy To have fun To gain knowledge To be healthy To gratify curiosity For convenience Out of fear Out of greed Out of guilt Slide 25 Tips, cont. Copy Motivators (why people buy) 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  26. Slide 26 Tips, cont. • Write so others can “see” what you’re talking about • Sensory Qualities • Whisper-soft • Moonlit • Effervescent • Sparkling • Icy • Cool • Sleek • Zesty 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  27. Slide 27 Tips, cont. • Carefully organize your selling points Draw reader into body copy Select the Audience Get Attention Deliver a complete message 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  28. Slide 28 Tips, cont. • Headlines Checklist • Does the headline promise a benefit or a reward for reading the ad? • Is the headline clear and direct? • Is the headline as specific as it can be? (Lose 19 pounds in three weeks… better than Lose weight fast) • Does the headline reach out and grab your attention with a strong sales message? • Does the headline relate logically to the product? • Avoid irrelevant word plays • Avoid negatives (instead of “contains no sodium,” say “100% sodium free”) 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  29. Slide 29 Tips, cont. • Break the writing into short sections • Use short sentences • Use simple words • Help for assist • Car for automobile • Get rid of for eliminate • Best for optimum • Buy for purchase • Pick for selection • Use for utilize 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  30. Slide 30 Tips, cont. • Avoid technical jargon • Be concise • Be specific • Go straight to the point • Write in a friendly, conversational style • Avoid sexist language (firefighter for fireman) 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  31. What are the “right” marketing mixes for B2C, B2B and professional services? Slide 31 2. 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  32. Slide 32 Marketing Mix • Determine which group of “tactics” best supports your specific strategies • Some tactics are more appropriate for different marketing situations • Tactics, look, copy, etc. should be coordinated and have a similar “look” • Three basic marketing situations • B2C (Consumer Marketing) • B2B • Professional Service/Consulting 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  33. Slide 33 B2C (Consumer) Tactics • Advertising • News releases • Feature articles • Direct mail • Telemarketing • Promotions, coupons • Celebrity sponsors • In-store events • Web 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  34. Slide 34 Top B2B Tactics (Mail Survey, 480 B2B marketers, 1999) 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D. Source: Lloyd Corder, Public Relations Quarterly

  35. Slide 35 Consulting Firm Tactics • Winning approaches • Referrals (clients, partners, friends) • Executive transience • Seminars (small-scale) • Speeches at client industry meetings • Articles in client trade publications • Proprietary research • Books written from experience • Time Wasters • Publicity, brochures, seminars (ballroom scale), direct mail, cold calls, sponsorship of cultural/sports events, advertising, video brochures 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  36. Slide 36 Corder’s Conclusions • Selling should help you convert leads into customers by using a consistent process so that opportunities and resources are rarely wasted • The number of prospects who become customers directly depends upon the strengths of your communications platform, marketing mix and sales technique • By improving your sales technique, you greatly improve your chances for career advancement Believe in the power of feedback! 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

  37. Slide 37 10. Mix International Marketing 70-480 Lloyd Corder, Ph.D.

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