Chapter 12
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Transcript of Chapter 12
© Prentice Hall, 2004 Business In Action 2e Chapter 12 - 1
Developing Developing Distribution and Distribution and
Promotional Promotional StrategiesStrategies
© Prentice Hall, 2004 Business In Action 2e Chapter 12 - 2
Distributing Distributing ProductsProducts
DistributionStrategies
DistributionStrategies
MarketingIntermediaries
MarketingIntermediaries
© Prentice Hall, 2004 Business In Action 2e Chapter 12 - 3
Wholesalers and Wholesalers and RetailersRetailers
• Match buyers and sellers
• Provide market information
• Offer promotional and sales support
• Gather an assortment of goods
• Transport and store products
• Assume risks
• Provide financing
© Prentice Hall, 2004 Business In Action 2e Chapter 12 - 4
How Intermediaries Simplify CommerceHow Intermediaries Simplify Commerce
© Prentice Hall, 2004 Business In Action 2e Chapter 12 - 5
Alternative Distribution Alternative Distribution ChannelsChannels
Business Goods and Services
Consumer Goods and ServicesProducerProducer
ProducerProducer
ProducerProducer
ProducerProducer
ProducerProducer
Agent/BrokerAgent/Broker
WholesalerWholesaler
WholesalerWholesaler
RetailerRetailer
RetailerRetailer
RetailerRetailer
ConsumerConsumer
ConsumerConsumer
ConsumerConsumer
ConsumerConsumer
ConsumerConsumer
© Prentice Hall, 2004 Business In Action 2e Chapter 12 - 6
Channel Channel SelectionSelection
MarketMarketCoverageCoverage
MarketMarketCoverageCoverage
CostCostCostCost
ControlControlControlControl
ChannelChannelConflictConflictChannelChannelConflictConflict
© Prentice Hall, 2004 Business In Action 2e Chapter 12 - 7
Managing Distribution
ForecastingForecasting
Order ProcessingOrder Processing
Inventory ControlInventory Control
WarehousingWarehousing
Materials HandlingMaterials Handling
TransportationTransportation
© Prentice Hall, 2004 Business In Action 2e Chapter 12 - 8
Distribution Strategy Distribution Strategy and the Internetand the Internet
ImproveImproveEfficiencyEfficiency
ExpandExpandMarket ReachMarket Reach
© Prentice Hall, 2004 Business In Action 2e Chapter 12 - 9
Promotional StrategiesPromotional Strategies
Promotional Goals
Product Variables
Promotional Mix
© Prentice Hall, 2004 Business In Action 2e Chapter 12 - 10
Setting PromotionalSetting PromotionalGoalsGoals
InformingInformingInformingInforming RemindingRemindingRemindingRemindingPersuadingPersuadingPersuadingPersuading
© Prentice Hall, 2004 Business In Action 2e Chapter 12 - 11
Analyzing Product Analyzing Product VariablesVariables
Nature ofNature ofthe Productthe Product
Price ofPrice ofthe Productthe Product
Product’s PositionProduct’s Positionin the Life Cyclein the Life Cycle
© Prentice Hall, 2004 Business In Action 2e Chapter 12 - 12
Choosing a Marketing Choosing a Marketing ApproachApproach
WholesalerWholesaler RetailerRetailer ConsumerConsumerProducerProducer
WholesalerWholesaler RetailerRetailer ConsumerConsumerProducerProducer
Communication FlowCommunication Flow
Push StrategyPush Strategy
Pull StrategyPull Strategy
Communication FlowCommunication Flow
© Prentice Hall, 2004 Business In Action 2e Chapter 12 - 13
Selecting the Selecting the Promotional MixPromotional Mix
Personal SellingPersonal Selling
AdvertisingAdvertising
Direct MarketingDirect Marketing
Sales PromotionSales Promotion
Public RelationsPublic Relations
© Prentice Hall, 2004 Business In Action 2e Chapter 12 - 14
Personal Selling Personal Selling ProcessProcess
ProspectingProspecting1
PreparingPreparing2
ApproachingApproaching3
PresentingPresenting4
HandlingObjections
HandlingObjections
5
ClosingClosing6
Following UpFollowing Up7
© Prentice Hall, 2004 Business In Action 2e Chapter 12 - 15
Advertising and Direct Advertising and Direct MarketingMarketing
Product Awareness
Product Image
Consumer Demand
© Prentice Hall, 2004 Business In Action 2e Chapter 12 - 16
Direct Marketing Direct Marketing VehiclesVehicles
Direct MailDirect Mail
Target E-mailTarget E-mail
TelemarketingTelemarketing
InternetInternet
© Prentice Hall, 2004 Business In Action 2e Chapter 12 - 17
Advertising CategoriesAdvertising Categories
NationalNationalNationalNational LocalLocalLocalLocal CooperativeCooperativeCooperativeCooperative
ProductProductProductProduct InstitutionalInstitutionalInstitutionalInstitutional
© Prentice Hall, 2004 Business In Action 2e Chapter 12 - 18
Major Advertising MediaMajor Advertising Media
RadioRadioRadioRadio MagazinesMagazinesMagazinesMagazines InternetInternetInternetInternet
NewspapersNewspapersNewspapersNewspapers TelevisionTelevisionTelevisionTelevision Direct MailDirect MailDirect MailDirect Mail
© Prentice Hall, 2004 Business In Action 2e Chapter 12 - 19
Sales PromotionSales Promotion
ConsumerConsumerPromotionPromotion
TradeTradePromotionPromotion
© Prentice Hall, 2004 Business In Action 2e Chapter 12 - 20
Consumer Consumer Sales PromotionSales Promotion
•Coupons
•Rebates
•Point-of-Purchase
•Special-Event Sponsoring
•Cross Promotions
•Samples
•Premiums
•Specialty Advertising
© Prentice Hall, 2004 Business In Action 2e Chapter 12 - 21
Trade PromotionsTrade PromotionsTrade PromotionsTrade Promotions
Contests orContests orSweepstakesSweepstakesContests orContests or
SweepstakesSweepstakes
TradeTradeAllowancesAllowances
TradeTradeAllowancesAllowances
Travel BonusTravel BonusProgramsPrograms
Travel BonusTravel BonusProgramsPrograms
DisplayDisplayPremiumsPremiumsDisplayDisplay
PremiumsPremiums
© Prentice Hall, 2004 Business In Action 2e Chapter 12 - 22
Public RelationsPublic Relations
News ReleaseNews ReleaseNews ReleaseNews Release News ConferenceNews ConferenceNews ConferenceNews Conference
ProductProductDemonstrationsDemonstrations
ProductProductDemonstrationsDemonstrations
ImportantImportantNewsNews
ImportantImportantNewsNews
MediaMediaQuestionsQuestions
MediaMediaQuestionsQuestions
© Prentice Hall, 2004 Business In Action 2e Chapter 12 - 23
IMCIMC
Integrated Marketing Integrated Marketing CommunicationsCommunications
PublicPublicRelationsRelations
PersonalPersonalSellingSelling
AdvertisingAdvertisingDirectDirectMarketingMarketing
SalesSalesPromotionPromotion
EffectivenessEffectiveness
ConsistencyConsistency
Imp
act
Imp
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