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CHAPTER 13. PROMOTION STRATEGY. PROMOTION STRATEGY. Communication Process Promotion Objectives Major Promotion Areas. COMMUNICATION PROCESS. Process Marketing Application Source Sender of message Encode Design message

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Chapter 13

CHAPTER 13

PROMOTION STRATEGY


Promotion strategy
PROMOTION STRATEGY

  • Communication Process

  • Promotion Objectives

  • Major Promotion Areas


Communication process
COMMUNICATION PROCESS

ProcessMarketing Application

Source Sender of message

Encode Design message

Message Personal or non-personal channel

Decode Receiver interprets message


Promotion objectives
PROMOTION OBJECTIVES

  • Communication Objectives

- To inform

- To remind

  • Behavior Objectives

- To sell

- To take some action


Behavior objectives in advertising
BEHAVIOR OBJECTIVES IN ADVERTISING

  • Don’t Mess With Texas

  • Army ad

  • Vote in next election

  • Groupon objectives


Major promotion areas
MAJOR PROMOTION AREAS

  • Sales Promotion

  • Publicity

  • Advertising

  • Personal Selling

  • Direct Marketing


Sales promotion
SALES PROMOTION

  • Consumer promotions

  • Business promotions

Paid forms of promotion with

quick stimuli results


Consumer sales promotion
CONSUMER SALES PROMOTION

  • Frequent flyer points

  • Coupons

  • Rebates


Business sales promotion
BUSINESS SALES PROMOTION

  • Sales contests

  • Pens and pencils

  • Special display in stores


Trade show promotions
TRADE SHOW PROMOTIONS

  • T-shirts

  • USB Drives

  • Tossable Items


Publicity
PUBLICITY

Non-paid form of promotion

  • Publicity must be newsworthy to media

  • Cannot be controlled by sponsor

  • Technology is making newer forms of

    publicity available


Publicity examples
PUBLICITY EXAMPLES

  • BP oil spill

  • Oprah’s giveaway

  • World Cup soccer

  • Exxon Disaster


Advertising
ADVERTISING

Paid form of promotion with

non-personal presentations

  • Advertising Decision Process

  • Media Decisions


Advertising decision process
ADVERTISING DECISION PROCESS

  • Define target market(s)

  • Set advertising objectives

  • Make advertising decisions

  • Measure advertising results

    (Effectiveness)


Advertising objectives
ADVERTISING OBJECTIVES

  • Unawareness

  • Awareness

  • Comprehensive

  • Conviction

  • Action

Communication

Objectives

Sales Objectives


Media decisions
MEDIA DECISIONS

  • Traditional media

  • Social media


Traditional media
TRADITIONAL MEDIA

  • Newspapers

  • Magazines

  • Television

  • Radio


Magazine circulation
MAGAZINE CIRCULATION

Magazine20002010

Newsweek 3.1 million 1.6 million

Time 4.1 million 3.3 million


Social media
SOCIAL MEDIA

  • YouTube

  • Facebook

  • Twitter


Social media changes
SOCIAL MEDIA CHANGES

  • Social Media vs. Traditional Media

  • Smart Phones, Tablets, and iPads


U s mobile ad sales
U.S. MOBILE AD SALES

2011 $4.0 Billion

2012 $6.7 Billion

2013 $10.5 Billion


Personal selling
PERSONAL SELLING

Paid form of promotion with

personal presentations

  • Selling Objectives

  • Selling Process

  • Customer Relations Management


Selling objectives for buyers
SELLING OBJECTIVES FOR BUYERS

A

Attention

I

Interest

D

Desire

A

Action


Selling process
SELLING PROCESS

  • Prospecting

  • Approach

  • Presentation and Objections

  • Closing the Sale

  • Follow-up


Prospecting stage
PROSPECTING STAGE

Cold Calls Telemarketing

Leads Prospects with need

Qualified Leads Prospects with need and

can afford your product


Qualifying business leads at trade shows
QUALIFYING BUSINESS LEADS AT TRADE SHOWS

Hot Wants to buy now

Sales Worth a sales call

Low Low sales priority


Approach stage
APPROACH STAGE

  • Pre-approach

    - Actions before calling on prospect

  • Approach

    - Meeting and greeting the buyer


Presentation examples
PRESENTATION EXAMPLES

  • Telemarketing

  • Need Satisfaction

  • Problem Solutions


Telemarketing
TELEMARKETING

  • Cemetery lots

  • Vacation condos

  • Non-profit organizations

  • Senior Citizens


Handling objections
HANDLING OBJECTIONS

  • Postpone

  • Agree and Neutralize

  • Ignore the Objection


Closing the sale
CLOSING THE SALE

  • Trial close

  • Assumptive close

  • Urgency close


Free meals to close the sales
FREE MEALS TO CLOSE THE SALES

  • Condominiums

  • Financial planning

  • Medicare advantage


Follow up
FOLLOW-UP

  • Phone call

  • Letter or card

  • E-mail


Customer relations management crm
CUSTOMER RELATIONS MANAGEMENT (CRM)

  • Develop Customer Database

  • Identify Individual Customer Preferences

  • Contact Most Important Customers


Crm data mining information
CRM DATA MINING INFORMATION

  • Identify high-value customers

  • Sales force contacts

  • Credit/debit information

  • Number of website visits


Customer relationship management examples
CUSTOMER RELATIONSHIP MANAGEMENT EXAMPLES

  • Business hotel regulars

  • Heavy user customers on airlines

  • Major university endowment sponsors


Direct marketing
DIRECT MARKETING

  • Kiosks sales

  • Infomercial sales

  • Network marketing


Kiosks sales
KIOSKS SALES

  • Supermarkets

  • Airports

  • Shopping Centers

  • Vending Machines


Vending products
VENDING PRODUCTS

  • Redbox

  • Cupcakes

  • Baby products

  • Ramen noodles


Infomercials sales
INFOMERCIALS SALES

PersonProduct

George Foreman Lean Mean Grilling Machine

Ron Popeil Showtime Rotisserie Oven

Tom Vu Real Estate Seminars


Recent infomercials
RECENT INFOMERCIALS

ProductSales

Snuggie 18 million

Bumpits 9 million

Ped Egg 30 million


Infomercials for selling dvds
INFOMERCIALS FOR SELLING DVDs

  • Takes 5-6 weeks for delivery

  • Seller stocks no inventory

  • Contract supplier is drop shipper

  • Revenue occurs when DVDs are ordered


Network marketing companies
NETWORK MARKETING COMPANIES

  • Amway

  • Stella & Dot

  • Tupperware


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