Chapter 12
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Chapter 12. C ommunicating customer value: IMC. Objectives . Know the tools of the marketing communications mix. Understand the process and advantages of integrated marketing communications. Understand The nature of each promotion tool Know the Promotion-Mix-Strategies. The Promotion Mix.

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Chapter 12

Chapter 12

Communicating customer value: IMC


Objectives

Objectives

  • Know the tools of the marketing communications mix.

  • Understand the process and advantages of integrated marketing communications.

  • Understand The nature of each promotion tool

  • Know the Promotion-Mix-Strategies


The promotion mix

The Promotion Mix


Integrated marketing communications

Integrated Marketing Communications

  • The Marketing Communications Environment is Changing: (landscape and communication model)

    • Mass markets have fragmented, causing marketers to shift away from mass marketing to target marketing

    • Improvements in information technology are facilitating segmentation

    • Media fragmentation has occurred with companies doing less broadcasting and more narrowcasting


Integrated marketing communications1

Integrated Marketing Communications

  • The Need for Integrated Marketing Communications

    • Conflicting messages from different sources or promotional approaches can confuse company or brand images

      • The problem is particularly prevalent when functional specialists handle individual forms of marketing communications independently


Integrated marketing communications2

Integrated Marketing Communications

  • Integrated Marketing Communications

    • The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.


Integrated marketing communications3

Integrated Marketing Communications

Consistent, clear, and compelling company and brand messages


Integrated marketing communications4

Integrated Marketing Communications

  • The Need for Integrated Marketing Communications

    • The Internet must be integrated into the broader IMC mix

    • Best bet is to wed traditional branding efforts with the interactivity and service capabilities of online communications


Shaping the overall promotion mix

Shaping The Overall Promotion Mix

How does the company determine what mix of promotion tools it will use ?


Shaping the overall promotion mix1

Shaping The Overall Promotion Mix

  • The nature of each promotional tool


Shaping the overall promotion mix2

Shaping The Overall Promotion Mix

  • The nature of each promotional tool


Shaping the overall promotion mix3

Shaping The Overall Promotion Mix

  • The nature of each promotion tool


Shaping the overall promotion mix4

Shaping The Overall Promotion Mix

  • The nature of each promotion tool


Shaping the overall promotion mix5

Shaping The Overall Promotion Mix

  • The nature of each promotion tool


Shaping the overall promotion mix6

Shaping The Overall Promotion Mix

  • Promotion-Mix-Strategies

    • Push strategy:

      • involves “pushing” the product through marketing channels to final consumers.

      • The producer directs its marketing activities (primarily personal selling and trade promotion) toward channel members to induce them to carry the product and to promote it to final consumers.

      • Used more in (B2B) {putting more of their funds into personal selling, followed by sales promotion, advertising, and public relation}


Shaping the overall promotion mix7

Shaping The Overall Promotion Mix

  • Pull strategy:

    • The producer direct its marketing activities (primarily advertising and consumer promotion) toward final consumer to induce them to buy the product.

    • Consumer will demand the product from channel members, who will in turn demand it from producer.

    • The consumer demand “pull” the product through the channel.

    • Used more in (B2C) {putting more of their funds into advertising, followed by sales promotion, personal selling, and public relation} .


Shaping the overall promotion mix8

Shaping The Overall Promotion Mix

Producer marketing activity (personal selling, trade promotion, other)

Reseller marketing activity (personal selling, trade promotion, other)

Producer

Retailers

and wholesalers

Consumer

Push Strategy

Demand

Demand

Producer

Retailers

and wholesalers

Consumer

Producer marketing activities (consumer advertising, sales promotions, other)

Pull Strategy


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