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S Promoting Products

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S What Is Promotion?

Aspect of the marketing mix concerned with the most effective techniques for selling a product

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Information and Exchange Values

Promotions seek to accomplish four goals: Make potential customers aware

of products Make them knowledgeable about

products Persuade them to like products Persuade them to purchase

products

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Promotional Objectives Communicating Information Positioning Products

Positioning is the process of establishing an identifiable product image in the minds of consumers

Adding Value Controlling Sales Volume

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Promotional Strategies

Pull strategy appeals directly to consumers who will demand the product form retailers

Push strategy encourages wholesalers or retailers to market products to consumers

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The Promotional Mix Four types of promotional tools:

Advertising Personal Selling Sales Promotions Publicity and

Public Relations

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The Target Audience: Promotion and the Buyer Decision Process

Five stages in the buyer decision process:

1. Buyers must recognize the need to make a purchase.

2. Buyers want to learn more about available products.

3. Buyers compare competing products.4. Buyers choose products and purchase

them.5. Buyers evaluate products after

purchase.

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The Consumer Buying Process and the Promotional Mix

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S What Is Advertising?

Promotional tool consisting of paid, nonpersonal communication used by an identified sponsor to inform an audience about a product

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Advertising Strategies Awareness advertising aims to

make consumer aware and knowledgeable about the Brand

Persuasive advertising seeks to influence consumers to buy a company’s products rather than its rivals’Such as Comparative advertising directly

compares two or more products Reminder advertising helps to

keep the product name in the consumer’s mind

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S What Is Advertising Media?

Variety of communication devices for carrying a seller’s message to potential customers

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Advertising Media Television Newspapers Direct Mail Radio Magazines Outdoor Advertising Internet Advertising

Data Mining and Date Warehousing for Internet Advertising

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S What Is an Advertising Campaign?

Arrangement of ads in selected media to reach targeted audiences

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S What Is an Advertising Agency?

Independent company that provides some or

all of a client firm’s advertising needs

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S What Is Personal Selling?

Promotional tool in which a salesperson communicates one-on-one with potential customers

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S What Is Telemarketing?

Use of telephone solicitations to conduct the personal selling process

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Sales Force Management

Sales force management means: Setting goals at the top

levels of an organization Setting practical objectives

for salespeople Organizing a sales force

that can meet sales objectives

Implementing and evaluating the success of the overall sales plan

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Personal Selling Situations Retail selling is selling a

consumer product for the buyer’s personal or household use

Industrial selling is selling products to other businesses, either for the purpose of manufacturing other products or for resale

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S What Is a Sales Promotion?Short-term promotional

activity designed to stimulate consumer

buying or cooperation from distributors, sales

agents or other members of the trade

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Types of Sales Promotions

Coupons are certificates entitling bearers to savings off regular prices

Point-of-Purchase (POP) displays are used to grab customers’ attention as they move through stores

Premiums are gifts given to consumers in return for buying a specified product

Trade shows are sponsored by industries for members and customers

Contests are used to induce sales among customers, distributors and sales representatives

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S What Is Publicity?Promotional tool in which information about a company or product that is transmitted by general mass media

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S What Is Public Relations?Company-influenced publicity directed at

building goodwill with the public or dealing

with unfavorable events