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| Promotion tools used to communicate customer value and build customer relationships. |
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| Any paid form of non-personal presentation and promotion of ideas, goods, or services. (broadcast, print, tv,etc.) |
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| Short-term incentives to encourage the purchase or sale of a product or service. (discounts, coupons, etc.) |
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| Personal presentation by the firm's sales force,to make sales and build customer relationships.(sales presentation, trade shows, etc.) |
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| Building good relations with the company's various publics, building corporate image... (press releases, sponsorships, etc.) |
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1)More informed public through Internet 2)Markets are fragmented, micromarkets
3)Advances in telecommunications |
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| direct connections with carefully targeted customers to obtain immediate response and cultivate long lasting relationships.(catalogs, direct-response TV, kiosks, etc.) |
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| Integrated marketing communications (IMC) |
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| carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. |
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| manage broad conversations with and among customers across a fluid mix of channels... |
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| Effective marketing communication |
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| 1)identify the target audience 2)determine communication objectives 3)design a message 4)chose the media through which to send the message 5)select the message source 6)collect feedback |
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| stages consumers go through when deciding to buy: awareness, knowledge, liking, preference, conviction, and finally the actual purchase. |
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| emotional appeals,humor, moral appeals |
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| 1)Draw a conclusion or leave it to the audience:better to leave it to the audience. 2)present the strongest arguments first or last. 3)one-sided argument (only the product's strengths) or two-sided arguments (also admitting shortcomings). |
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| Color increases brand recognition by up to 80%. |
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| cultivating opinion leaders and getting them to spread info about a product in their communities. |
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| nonpersonal communication channels |
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| media that carry messages without personal contact or feedback: major media, atmospheres, and events. |
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| designed environments that create or reinforce the buyer's leanings toward buying a product. Lawyer's office exude confidence |
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| setting promotion budget at the level management thinks the company can afford |
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| setting the promotion budget at a certain % of current or forecasted sales |
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| competitive-parity method |
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| setting promotion budget to match competitors outlays |
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| Objective-and-task method |
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| 1)defining promotion objectives 2)determine tasks to achieve 3)estimating the costs of performing these tasks. |
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uses sales force and trade promotion to push the product through the channels.
EX: John Deere promoting to Home Depot or Lowes instead of end consumers |
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| focusing marketing efforts toward final consumers to create demand |
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| merging of advertising and entertainment in an effort to break through the clutter... |
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| compelling "big idea" that will bring an advertising message to life |
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| making ads so entertaining that people want to see them |
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| making a brand inseparable part of entertainment |
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| approach, style, tone, words, and format used for advertisement |
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| positive, edgy humor, etc. |
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| main block of text in the ad |
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| consumer-generated messages |
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| incorporate the voice of the customer into bran messages to increase customer brand involvement |
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| measure of the % of people in the target market exposed to the ad campaign |
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| how many times the average person in the target market is exposed to the message. |
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| return on advertising investment |
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| net return on advertising investment divided by the costs of an ad investment |
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| scheduling ads evenly within a given period |
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| scheduling ads unevenly, lower cost, advertising heavily for a shorter period |
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| international advertisers |
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| "think globally, but act locally." |
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| special events(conferences), audiovisual tools(dvds, online videos), corporate identity materials(logos, etc.) public service activities |
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| prospecting,communicating,selling,servicing, info gathering, and relationship building. |
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| the interpersonal arm of the promotion mix |
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| analyzing, planning, implementing, and controlling sales force activities |
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| territorial sales force structure |
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| assigning salespersons a geographical area to sell |
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| product sales force structure |
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| salesperson specialize in selling a portion of the company's products |
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| customer sales force structure |
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| salespeople specialize in selling only to certain customers or industries |
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| intrinsic motivation, disciplined work style, ability to close a sale, ability to build customer relationships |
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| virtual instructor-led training |
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| states how much to sell and how sales should be divided among products |
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| salesperson identifies qualified customers |
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| learning about the customer before making a sales call |
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| salesperson meets customer |
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| tells the"value story" to the buyer |
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| seeks out, clarifies, overcomes objections |
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| asking the customer for an order |
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| ensure after sale, customer satisfaction...repeat business |
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| coupons after purchase, refunds part of the purchase by mail |
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| savings off regular price, marked on package |
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| goods offered free or low cost as an incentive to buy.(additional product) |
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| gifts given to consumers to act as advertisement (t-shirts) |
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| POP (point of purchase) promotions |
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| displays and demonstrations at the point of purchase. |
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| sales promo tools used to persuade resellers to carry a brand, etc. |
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