Post on 03-Apr-2018
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OPERATIONS ON THE
MARKETING MIX
THE MARKETING MIXA set of controllables, tactical marketing tools that work
together to achieve companys objectives.
Controllables because they are tool the business uses
determine its offering to customers.Often called the four (4Ps)
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Place- it represents the location where a
product can be purchased. Often referred to as
channel of distribution. Eg store, virtual stores
like ebay on the internet
Promotion. This involve all tools that the mar-
keter uses to get its product known to the
custommer. Eg. Ads, personal selling, salespromotion, PR, and direct marketing
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FOUR Ps
A product is anything that can be offered to amarket for attention, acquisition, use orconsumption that might satisfy a want or need. It
includes physical objects, services, persons,organisations and the like Kotler et al (2002).
Price is the amount of money charged forproducts or the sum of the values that consumers
exchange for the benefits of having or using theproduct or service.
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EXTENDED MARKETING MIX
People- this includes all who directly or
indirectly who influence the perceived value
of the product or service.
People are important in the management of
services because of their role asperformers of
service and customers
Why are people as performers important to the
organisation?
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They are direct contact with customers and
customers see a company through its employees,
particularly front line staff.The marketing manager should improve the
quality and performance of front line staff
through:Proper selection and training
Providing rules and regulation to control their
relationship with customersEnsuring consistent appearance
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Customers should be well managed because of
the potency of word of mouth
WOM could be positive or negative WOM depends on comparison between the
customers expectation and service performance
Performance = expectation satisfaction
Performance < expectation dissatisfied
Performance > expectation delighted
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Process.
The system through which a service is delivered.
Process can fall into any of these:
Line operations- eg. Self service restaurants,
shops.
Job shop operations- hospitals, educational
institution
Intermittent operations- advertising agencies,
consultancy
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PART V: PRODUCT OPERATIONS
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Product
What is a product?
A product is anything that can be offered tomarketing for attention, acquisition, and use
that may satisfy a need.
Product are goods and services
Consumers do not just buy products, they are
interested in the benefits.
The product must meet customer expectationby providing the expected benefits.
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Basic feature and Aspect- Auxilliary
Dimensions Features- are physical characteristics of a product
sold and marketed by the company. It includes
qualities or variables such as shapes, size, colour,
weight, speed, durability, and maintainability. Auxilliary Dimensions- include product package,
warranty, repair service, brand name, inset,
reputation etc.
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Product Concept
The product concept holds that consumers
will favour those products that offer quality or
performance. Managers in these product-
oriented organisations focus their energy on
making good products and improving them
over time.
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Task of the Marketing Manager
The MG has to select and blend the productsprimary characteristics and auxilliary
dimensions into a basic idea or concept
emphasising a particular set of consumerbenefits.
It involves the brands benefits and attributes.
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Product Strategy
Planning and Developing a unified mix of
product attributes is calledproduct strategy.
For effective strategy marketers use three terms
to evaluate competitors.
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Product Class- use to identify groupd of items
that may differ from each other while perfor-
ming more or less the same function,egpepsodent, closeup parazone, mr. muscle etc.
Product category- subsets of product types
contained with product class. They however,take different form or subdivided, eg. Liquids,
powder, and spray.
Product Brand- brands identify and distinguishone product from another. eg. Coca cola, fanta
,amstel malt, malta guiness etc
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Types of products
Generally products are divided into:
Consumer products-for immediate
consumption
Industrial products-for further processing or
service rendering
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Classification of Consumer Goods
Consumer goods include the following:
Convenience goods purchased regular
without any though. Less expensive
Shopping goods- effort is made to make
comparison, make few findings,before buying
Consumer durables- last longer,eg
refrigerator, TV, etc
Non-durables
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Specialty products are goods for which
consumers are willing to spend more time and
purchase effort. E.g. Designer perfume
Unsought products are those of which the
consumer is unaware or knows but normally
does not think of buying.
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The Product Line and the Product Mix
Product item- refers to a specific product or a
brand.
Product Line- a group of products which are
closely related as satisfying a class of need.
Product Depth- the number of different productitems offered in a productline.
Product Width- is used to identify the extent of
product line associated with one organisation, nomatter how diverse or narrow they may be
Product Mix- consist of all offerings made
available by the organisation - related/unrelated
B di
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Branding
a brand is a "name, term, sign, symbol or
design, or a combination of them intended toidentify the goods and services of one seller or
group of sellers and to differentiate them from
those of other sellers.
Brand Mark- a unique symbol on a brand.
Trade Mark- a legally protected brand or
brand mark Manufactured Brand- brand name owned by a
manufacturer
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Distributor/private brand- owned by
intermediate organisations.
Brand image- the symbolic value associated
with a brand.
Brand extension- an existing brand name
extended to new areas.
Family branding- using a single brand name
over an entire line of products
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Principles for Selecting a Brand Name
A brand should reflect directly or indirectly
some aspects of the product, viz. benefit,
function, etc eg Desprin connotes that the
product has to do with headache
A brand should be distinctive, especially if theproduct requires such distinction, e.g., Printex
A brand name should be easy to pronounce
and remembered. Example Lux, Tigo etc
It should be such that it can be legally
protected, if necessary.
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Branding: Advantages & Disadvantages
Buyer.
1. A brand name denotes uniform quality.
2. It makes shopping easier.
3. Competition among brands can, over a period of
time, lead to quality improvements.
4. Purchasing socially visible brand can give psycho-
logical satisfaction to the buyer.
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Sellers - Advantages
1. It helps in product identification.
2. In a highly competitive market, it can carve out a
niche for itself through product differentiation.
3. If brand loyalty can be developed through succe-
ssful promotion, the firm will be able to exert
quazi-monopoly power.
PACKAGING
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PACKAGING
Kotler defines packaging as all activities of
designing and producing the container for aproduct.
It involves making decisions about labels,
inserts, instructions for product use, graphicdesign, and shipping cartons, as well as
decisions about the sizes and types of physical
containers for individual product items within
the outer package.
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Basic functions of Packaging
Protect/Containment product from the
environment and physical hazards the product
can be exposed to. Eg., breakages, climatic
conditions etc
Appeal/Promotion
Perform or Usage
Offer convenience to end-users and
Be cost effective
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Labelling
this has to do with the paper or plastic sticker
incorporated into the protective aspects of thepackage
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Warranty
A written guarantee of a products integrity
and the manufacturers responsibility for
repairing or replacing defective parts within
certain time frame.
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The Product Life Cycle
Introduction:The basic premise of the PLC is that products go
through several stages of life with each stage
presenting the marketer with differentchallenges that must be met with different
marketing approaches.
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Stages of the PLC
Development
Introduction
Growth
Maturity Decline
D l t
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Development
This occurs before the product is released to
the market and is principally a time for honingthe product offering and preparing the market
for product introduction.
I t d ti
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Introduction
Product is released to the market and sale
begin though often gradually as the marketbecomes aware of the product.
Characteristics
1. Slow sales
2. Non existence of profit
Marketing Objective
1. Is to create awareness and trial among
consumers.
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Market Strategy
1. Offer basic product2. Charge cost-plus
3. Build selective distribution and
4. Use heavy sales promotion
Maturity
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Maturity
The product has reach its highest peak and may
stay there longer.Characteristics
1. Slowdown in sales growth because of
acceptance by majority of customers2. Profits stabilizes or starts to decline because of
increased promotion
Marketing objective:Maximize profit whiles defend market share.
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Strategies to adopt:
diversify brands and items models
Price to beat or match best competitors
Build more intensive distribution
Pursue advert that stress on brand unique
attributes and benefitsIncrease sales promotion to encourage brand
switching
D li
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Decline
At this stage all products eventually see demand
decline as customers no longer see value inpurchasing the product.
Characteristics
Sales slow downward drift and profit erode
Cost is low per customer
Profit declines
Some competitors withdraw
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Marketing Objective:
To reduce expenditure and milk the brand
Strategy:
- Phase out weak brands
- Cut down price- Do selective distribution and phase out
unprofitable outlets
- Advertise only to retain hard-core loyalcustomers
- Reduce sales promotion to cut down
expenditure.
h
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Growth Stage
Acceptance: if the product is accepted it mayreach a stage of rapid growth in sales and in
profits.
Characteristics:
1. Rapid market acceptance
2. Rising sales and profit
3. Growing number of competitors.Marketing Objective:
To maximize more market share
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Strategy: marketing strategy at this stage include:
1. Offer product extensions
2. Add value services such as warranty
3. Price to penetrate the market
4. Build intensive distribution
5. Embark on aggressive advertisement
6. Reduce sales promotion to take advantage of
heavy consumer demand.
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Market Evolution
Definition:
Four stages a market goes through during a
product's life cycle :
emergence,
growth,
maturity, and decline).
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Stage 1
Emergence the market exist as latent market.
Only one or few products or brands exist in
the market.
Sellers enjoy positive economic profit.
Market may take the form of monopoly
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Decline
Demand for goods generally begins to fall
Smaller firms leave the market (industry)
Only firms with substantial loyal customers may
stay and probably make negative economic
profit
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Diffusion and Innovation The PLC is tied to closely to the concept of
diffusion of innovation. The concept explains how information and
acceptance of a new products spread through a
market. Customers differ in their readiness and
willingness to adopt a new product.
Innovative products, ideas normally spread(diffuse) among the people or market.
The concept is as well associated with adopter
categories into which customers are likely to fall.
C t i f Ad t
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Categories of Adopters
Innovators:
Represent a small percentage of the market
They are enthusiast who will like to try new things
without regard to price.
These however, do not remain loyal as they continue
to seek new products.
Early Adopters:
Contain more members than the innovator category.
They share innovators enthusiasm they are more
practical in their decisions
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They communicate their experience with early
majority.
They act as opinion leaders.
Early Majority: this represent the beginning of entry
into mass market
They constitute for up to one-third of the overall
market.
Their entry is key if a new product is to be profitable
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Late Majority:
They exhibit wait- and-see attitude beforetrying something new.
Marketers are likely to see their highest profies
once this group start to purchase.
Laggards: the last group to adopt something
new.They do so when thy have no other choice.
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Product Portfolio Planning (Strategy)
The business portfolio is a collection of businesses
that make up the company.
the best business portfolio is one that fits the
companys strenghts and helps exploit the most
attractive opportunities.
M h d f P f li Pl i
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Methods of Portfolio Planning
The two best known portfolio methods are
from Boston Consulting Group and by GeneralElectric.
Our concern will on the BCG
The first step in the planning is to identifythevarious Strategic Business Units SBUs in a
company portfolio.
SBU
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SBU
An SBU is a unit of the company that has a
separate mission and objectives and that can beplanned independently from the other businesses.
An SBU can be a company division, a product line,
or even individual brands.
Th B t C lti G
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The Boston Consulting Group The BCG provides a firm an opportunity to assess
how well its business units work together. Eachbusiness unit is evaluated in terms of two factors;
market share market growth.
On the horizontal axis: relative market share- thisserves as a measure of SBU strenght in the
market.
On the vertical axis: market growth rate- thisprovides a measure of market attracriveness.
By dividing the matrix into four areas, four SBU can
be distinguished:
Stars- stars are high growth business or products
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g g pcompeting in markets where they are relativelystrong compared with the competition.
They need heavy investment to sustain growth.As growth slow and relative market share is
maintained, they turn to cash cows
Cash Cows- Cash cows are low-growth business orproducts with relatively high market share.
These are mature, successful business withrelatively little need for investment.
They need to be managed for continued profit- sothat they continue to generate the strong cashflows that the company needs for its stars.
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PRICING OPERATIONS
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PRICING OPERATIONS
Introduction:
Pricing is important for new business ownersbecause it impacts the success or failure of any
business. How much profit you generate from
your business, customer satisfaction, marketing,repeat business. (Daphne Mallory).
Why Pricing Decisions
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Why Pricing Decisions
Reasons include:
- Pricing is the only part of the marketing mix whichbrings in revenue.
- Once a price has been set, consumers will often
show a great deal of resistance to any attempts tochange it.
- Pricing frequently has important implications forthe positioning of a product.
- Price is the marketing mix variable for which acompetitive response can be most quicklyimplemented
Conceptualizing Price
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Conceptualizing Price A logical examination suggests that price should be
defined as
Price = resources
goods received
That is, we need to consider the quantity you receivedas well as the amount of money you have to fork out.To say that petrol cost GhC4. 29 is meaninglessoutside the context that this cost is per gallon.
Ways to change Price
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Ways to change Price
Increasing or decreasing the sticker price of a
product. Increasing or decreasing the quantity of received.
Changing the quality of a product. Firms may cut
back on services or dilute products more,possibly reducing or cutting out expensive
ingredients.
Change the terms of a sale. Firms may begincharging for previously free delivery.
PRICING STRATEGIES
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PRICING STRATEGIES Price Skimming- charging price relatively high four
a short time.- takes place when a product is launched,
- objective is to skim off customers who are willingto pay more to have the product.
- success depend on the inelasticity of demand
Advantages:
Allow returns on set up cost
Build a high-quality image for itself. Its able toreduce price to ward off competitors.
High price brings high returns
A strategy to segment price
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A strategy to segment price
A pricing strategy to sell prestigeous goods
Price penetration:A strategy of entering a market with low initial price
in order to capture a large market.
Works where there exist no elite market anddemand seems elastic over the entire demand
curve
Examples of penetration price:-restrained prices applied to maintain price in
times of inflation.
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Cost-plus pricing: setting price to cover operational
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cost including fixed cost plus a certain level of
profits
Target return pricing: set to achieve a target return-
on-investment(ROI).
Valued-based pricing: based solely on the value
derived from the product.
Psychological pricing: setting a price just below a
large number to make it seem smaller.
PROMOTION OPERATIONS
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PROMOTION OPERATIONS
Promotion or communication marketing represents
all of the communications that a marketer may usein the market place.
Elements of Promotion:
1. Advertising,
2. Personal selling,
3. Sales promotion,
4. Publicity,
5. Direct marketing,
6. Sponsorship.
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Effectiveness such as displays, shows, and exhibitions,
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demonstrations, coupons, contests, and other non-
routine selling efforts. These are usually short term
activities. Publicity (public relations): paid intimate stimula-
tion of supply for a product, service, or business
unit by planting significant news about it or afavourable presentation of it in the media. eg.
newspapers and magazines, articles/reports, TVs
and radio presentations, charitable contributions,speeches, issue advertising, and seminars.
Direct marketing: this often listed as the fifth part of
the marketing mix. Sponsorship.
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Promotional Mi Cont
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Promotional Mix Cont Introduction: marketers use one or more methods
to accomplish promotion and marketing objectives.The use of one or more tools to promote a product
constitute the promotional mix for the product.
Determinants of Promotional Mix- Type of product
- Nature of Market
- Stage of product in its life-cycle
- Available budget
- Company policy
Promotional or Communicational
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Mix cont
Advertising
Planning the advert message:
a. Analyse your marketing objective
b. Determine the target audiencewho are they?
where are they located?
what is their level of education?
what media are they exposed to?
c. Set advertising objectives - AIDA
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Using such people to endorse a product will
influence the target market and likely to trust
and patronise the product.
Opinion formers- they are people of expertise inthe area of they have endorse.
Awareness
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Interest
Desire
Action :
eg. To create 5% awareness by the end of 2012 or to
increase 10% awareness by the end of 2013
NB. Marketing objectives is about creating or increasingmarketing shares, profitability and the amount of customers
you wish to gain, etc
d. Design advertise message:
Credibility- trustworthiness of the message credibility in
advertising usually achieve by using optimum leader and
opinion leaders. These are individuals who have influence
over other people.
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Using such people to endorse a product will
influence the target market and likely to trust
and patronise the product.
Opinion formers- they are people of expertise inthe area of they have endorse.
Advertising Strategies and Messages
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Advertising Strategies and Messages
Messages Based on Likeability
Using emotional and rational based message to createlikeability.
Emotional based message- they are used to capture the
attention of the target audience.a. humour- this involves creating a funny scene that
maks the target audiences always want to see or hearbetween it put them in a good mode.
b. Fear- the message seeks to put fear to the targetmarket audience so that they will feel if they dont usethe product or they apply it wrongly. Somethingnegative will happen to them.
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Rational Based messages
The actual message that the advertiser wants to give tothe target audience.
a. Factual- where you state the benefits to be derived,features and any other thing about the product that
you want the target audience to know.b. Demonstration- you demonstrate to the target
audience how the product is used, how it is preservedand how it works.
c. Comparison- indirectly comparing your product toyour competitors product to the target audiencetelling them the superiority of your product and thebenefits that the audience will get by purchasing and
using it.
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Advertising Media
Print media- News paper/Magazines
Electronic- T.V., Radio, Internet, Cinema
Outdoor- Billboard, Poster, Transit
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Factors Influencing The Choice of Ad Media
a. The target audience- the location of the targetaudience and the media to which they are exposed
is crucial to the success of an ad message. This is
one of the major things that will guide the advert-
iser in choosing appropriate media.
b. Cost- the amount of financial resources to be
committed into buying the media to place the
advertisement also determines the kind of media to
use.
c. The nature of the message- whether the message isvisual and or sound based will help determine what
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visual and or sound based will help determine what
media to use.
d. The amount of desired exposure- the frequency thatthe advertisement needs to achieve and the urgency
of the message is a major determinant of what medi
are to use.e. Resources available in-house- the amount of money
the organisation is ready to spend on the ad messag
Client-Agency Relationship in
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Client Agency Relationship in
Advertising
Advertising agencies are companies that specialize in
carrying out advertising programmes on behalf of
client organizations who wish to pursue such activi-
ties. Traditionally, advertising agencies have beenstructured around two main areas of activity,
creative development in copy writing and art
direction, and media planning and buying. Accountmanagers or directors have responsibility for client
liaison which includes research and strategic
development.
Types of Agencies
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Types of Agencies Introduction
Advertising agencies come in different forms based onwhat kind and level of activities they perform for
their clients. The typical types include the ff.
1. Full Service Agencies- an agency that provides a
complete range of services for their client. It is
usually referred to as a one-stop-shop for all
advertising activities; these services include
creative, strategic planning, production, mediaplanning and buying, and market research.
Examples of full service agencies in Ghana include
Origin 8, H.B. Lintas, etc
There are a number of advantages to a full service provisions:
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There are a number of advantages to a full service provisions:
- Working with full service agency will see a huge pool ofskills under one roof that can be drawn on as needed;
- new and different perspectives on the communication
problem may be gained, which ultimately will contributetowards the corporate and the marketing objectives of the
organisation being achieved. Therefore, in a full service
agency, it is critical to have a relationship built around
quality, trust and understanding. This is imperative for the
successful implementation of the marketing strategy
Limited Service Agencies- these agencies tend to
i li i ti l l t f th k ti
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specialize in particular elements of the marketing
communication process. Eg. An advertising agency
may specialize in art and creative skill and thereforefocus on the design and development of
advertisements. They will then rely on significant
information being provided by their client to enablethem to meet the brief. Another agency may
specialize in media buying and therefore be able to
achieve a high level of competitive advantage to
enable a more effective use of the advertising
budget.
The advantage to using limited service agencies is
th t i ti h d t t th
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that an organization can shop around to get the
best skills to suit a range of marketing
communication needs. A la Carte Agency
Many organisations now want greater flexibility and
choice in the way in which communications aremanaged. To do this they need to have a broad
range of options, which do not necessarily come
from a full service approach, rather they want toselect a range of services from a range of specialist
agencies.
Issuing a Brief to an Agency
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Issuing a Brief to an Agency Current situation
Promotional objectives
Target markets
Product/Service
Budget
Competitors
Timescale
Agency Selection Process
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g y
Search
Short listing
Credentials presentation
Briefing
Pitching
Final Selection
Criteria for Selecting and Agency
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Issues to be considered.
Their track record of what the works they havedone.
The level of experience they have in communi-
cations campaigns The expertise (calibre of personnel) they have in-
house.
The king of resources and equipments they posses Their ability to translate the brief into a workable
proposal
The amount demanded for the campaign
A R ti
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Agency Remuneration
Fee payment
Commission
Payment by Results
combination
Sales Promotion
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Roles of sales promotion:
Move of stock
Reward customers
To gain enough shelf space at retail shops
Sales Promotion Techniques: Buy one get one free
Quantity discount- percentage off for bulk purchase
Price discount percentage of the normal and for
any quantity you buy
Loyalty bonus- customers are rewarded for
fre uen urchase.
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Direct Marketing
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Directing marketing involves communicating directly
with customers without necessarily coming into
face-to-face with the customer.
Roles of direct marketing:
- Primary differentiation usually to communicate with
business (BCB) and service based customers.
- Communication effectiveness- used to give more
where advertising and other tools cannot explain
the issue in detail.
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E l ti th ff ti f DM
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Evaluating the effectiveness of DM
Sales levels
Number of enquires
Number of response to mail
Customer based ( especial service
organisation)
Personal Selling
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When to use personal selling?
i. For technically complex productsii. Industrial (B2B) selling
iii. Service marketing
iv. Channel network supply Evaluating Personal selling
Sales levels
Customer base
Enquires
Amount of sales ma
Public Relations
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It is a planned and sustained effort made to creat a
good relationship between the organisation andpublic and maintained the organisation and the
good will of the organisation.
The role of public relation (PR)Press statement release
Press conference
Corporate social responsibilityMedia relation
Sponsorship- mgt contract between two parties
that brin benefits to both arties
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Lobbying
Companys open days
Companys durbars
Crisis management
Evaluating the Effectiveness of PR
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valuating the ffectiveness of PR Sales level
Awareness survey Customer base
Corporate image
Corporate personality
Place Operations
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Place Operations
The Importance of distributors (wholesalers/retailer
1. Breaking bulk ( solve dd/ss discrepancy)
2. Consolidating and distribution (reduce assortment
discrepancy)
3. Carrying inventory (temporal discrepancy)
4. Financing
NB various channels of distribution.
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Manufacturer Distribution Preferences
Distribution Interest: Retailers Vs. Mfgs
Parallel distribution structures
Diversion
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Service Mix and Experiential Service
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The extended mix is an integral part of service blue-
print design. The service marketing mix assumesthe service as a product itself. The characteristics of
service include the following:
Intangibility,
inseparability,
Perishability
Heterogeneity,
Ownership.
The Service Mix
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The Service Mix
This include:
People,
Process,
Physical Evidence
people
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p p
Very crucial to the success of the business.
The need to recruit the appropriate staff and giving
them the appropriate training to perform to
expectation.
They play frontline role in the delivery of service.
Customers perception of the service (organisation)
is based on the behaviour of employees.
Employees need to exhibit appropriate
interpersonal skills and aptitude and srvice
knowledge to provide the service that consumers
are paying for.
Process
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Refers to the systems used to assist the
organisation in delivering the service.Discuss:
Hospital
Bank,
Polytechnic etc.
Physical EvidenceThese are the physical tangible and controllable
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These are the physical, tangible and controllable
aspect of a service organisation
It is made up of :
Peripheral evidencepossessed as part of the
purchase of a service but by itself is of no value
Essential evidence-the essential evidence cannot be
possessed by the customer.
Physical evidence should be well managed to create
the ideal environment for your service
Make the service more tangible and make it easier
for the customer to understand the service offering.
Experiential Service Operations
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p p
Experiential services are defined as services where
the focus is on the experience of the customerwhen interacting with the organization, rather than
just the functional benefits following from the
products and services delivered (Voss & Zomerdijk,2007.
This means that the customer experience has
become the key feature in the delivery of saidservices.
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Every service has its beginning and where itends. The service delivery must be design in a
sequence that will allow all characters in the
service delivery to know what to do at a time. A flow chart which shows how every needed
to create and to deliver a service is called
blueprint.
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Service blueprint:
It is a picture or map that portrays the service
system so that the different people involved in
providing it can understand and deal with itobjectively regardless of their roles or individual
points of view.
It displays the service by simultaneously depicting theprocess of service delivery, the point of customer
contact, the roles of customers and employees and
the visible elements of the service
Components of the Service
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Experience
There are five major components namely:
Physical environment (stage),
Service employees (actors),
Service delivery process (script),
Fellow customers (audience),
Back office support (back stage).
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Roles of the environment:
-accommodating customers and employees,
Guiding behavioural actions eg. Where to queue
Managers of services consider the design of the
physical environment eg restaurants, church,
mosque, cruise ship, shopping centre aircraft
interior etc.
Service Employees
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Service Employees
Service employees actions influence customerexperiences.
Service Quality has link with employee
behaviour: responsiveness, assurance,inspiring confidence and trust, empathy etc.
Managers should pay attention to employees
especially, the front line employees.
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Fellow Customers
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Fellow Customers
Customers experience is not with service pro-viders only, but with fellow customer. These
are referred to as audience. Some of such
people can be unruly or can exhibit unantici-pated behaviour thereby destroying service
performance.
Back office
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Back office
The physical setting, service employees,service delivery process, and fellow customers
directly influence a customers experience and
this takes place at the front stage. Those at the back stage are employees who
do not interact directly with customer. Their
activities however, are connected to thefrontline employees thus, influencing their
performance.
Sales Management
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Sales Management
Task of sales force
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a. Order Takers: the people who take customer
orders at the point of sales. Shop attendanceticketing officers.
b. Order Getters: they are the people who usually go
to the field to meet customers and tries toconvincing them to liaise orders for the
organisation products or service.
c. Order collectors: they are basically office basedsales staff who communicate with customers and
prospective customers through the telephone in
trying to convince them to place orders.
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a. Order Supporters: those people whoprocess customer orders and see to it that the
orders are supplied at the right time.
Types of SellingI d t i l /B2B lli i d t i l lli
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a. Industrial /B2B selling: industrial selling means
selling the products to business entities who need
your finished product as their raw material or
office assistance eg. Plant and machinery, office
accessories.
b. Individual /B2C selling: selling product to final user
consumers, e.g. fast moving consumer goods such
as cars.
c. Professional selling: it involves negotiating withsome professionals who will need your product as
part of their work in order to wholly execute their
work eg Building contractors electricians etc
Designing Sales Territories
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It is the grouping of customers and prospects that
can be called upon conveniently and economicallyby the individual sales persons to serve their needs.
Evaluating the attractiveness of sales territories
a. Accessibility- the sales person should be able toreach the market and serve the market and their
needs without incurring cost more than the
benefits they gain.b. Substantial- the market should be large enough for
h i i k fi f i