International Marketing - University Carlo...
Transcript of International Marketing - University Carlo...
![Page 1: International Marketing - University Carlo Cattaneomy.liuc.it/MatSup/2019/A22555/S16_Student_version_ Communicatin… · Incentives are part of the evolution of the classic 4 P’s](https://reader036.fdocuments.in/reader036/viewer/2022071019/5fd2fb36dc1a20600f14906e/html5/thumbnails/1.jpg)
Prof. Antonio González Ph.D.
International Marketing6th of December, 2019
1
![Page 2: International Marketing - University Carlo Cattaneomy.liuc.it/MatSup/2019/A22555/S16_Student_version_ Communicatin… · Incentives are part of the evolution of the classic 4 P’s](https://reader036.fdocuments.in/reader036/viewer/2022071019/5fd2fb36dc1a20600f14906e/html5/thumbnails/2.jpg)
Prof. Antonio González Ph.D.
Have a seat with your teammates
2
![Page 3: International Marketing - University Carlo Cattaneomy.liuc.it/MatSup/2019/A22555/S16_Student_version_ Communicatin… · Incentives are part of the evolution of the classic 4 P’s](https://reader036.fdocuments.in/reader036/viewer/2022071019/5fd2fb36dc1a20600f14906e/html5/thumbnails/3.jpg)
Prof. Antonio González Ph.D. 3
Contents of the session
![Page 4: International Marketing - University Carlo Cattaneomy.liuc.it/MatSup/2019/A22555/S16_Student_version_ Communicatin… · Incentives are part of the evolution of the classic 4 P’s](https://reader036.fdocuments.in/reader036/viewer/2022071019/5fd2fb36dc1a20600f14906e/html5/thumbnails/4.jpg)
Prof. Antonio González Ph.D. 4
1. General review on marketing-mix
2. Communicating with World Consumer (II) Incentives
3. Guest Speaker: Mr. Rosetti - President of Fratelli Rossetti
![Page 5: International Marketing - University Carlo Cattaneomy.liuc.it/MatSup/2019/A22555/S16_Student_version_ Communicatin… · Incentives are part of the evolution of the classic 4 P’s](https://reader036.fdocuments.in/reader036/viewer/2022071019/5fd2fb36dc1a20600f14906e/html5/thumbnails/5.jpg)
Prof. Antonio González Ph.D.
Learning Objective
Identify, analyze, and discuss marketing-mix
5Prof. Antonio González Ph.D.
![Page 6: International Marketing - University Carlo Cattaneomy.liuc.it/MatSup/2019/A22555/S16_Student_version_ Communicatin… · Incentives are part of the evolution of the classic 4 P’s](https://reader036.fdocuments.in/reader036/viewer/2022071019/5fd2fb36dc1a20600f14906e/html5/thumbnails/6.jpg)
Prof. Antonio González Ph.D.
Where are we regardingMarketing-mix tactics?
6
![Page 7: International Marketing - University Carlo Cattaneomy.liuc.it/MatSup/2019/A22555/S16_Student_version_ Communicatin… · Incentives are part of the evolution of the classic 4 P’s](https://reader036.fdocuments.in/reader036/viewer/2022071019/5fd2fb36dc1a20600f14906e/html5/thumbnails/7.jpg)
Prof. Antonio González Ph.D.
What is product?
7
![Page 8: International Marketing - University Carlo Cattaneomy.liuc.it/MatSup/2019/A22555/S16_Student_version_ Communicatin… · Incentives are part of the evolution of the classic 4 P’s](https://reader036.fdocuments.in/reader036/viewer/2022071019/5fd2fb36dc1a20600f14906e/html5/thumbnails/8.jpg)
Prof. Antonio González Ph.D.
What is service?
8
![Page 9: International Marketing - University Carlo Cattaneomy.liuc.it/MatSup/2019/A22555/S16_Student_version_ Communicatin… · Incentives are part of the evolution of the classic 4 P’s](https://reader036.fdocuments.in/reader036/viewer/2022071019/5fd2fb36dc1a20600f14906e/html5/thumbnails/9.jpg)
Prof. Antonio González Ph.D.
What is brand?
9
![Page 10: International Marketing - University Carlo Cattaneomy.liuc.it/MatSup/2019/A22555/S16_Student_version_ Communicatin… · Incentives are part of the evolution of the classic 4 P’s](https://reader036.fdocuments.in/reader036/viewer/2022071019/5fd2fb36dc1a20600f14906e/html5/thumbnails/10.jpg)
Prof. Antonio González Ph.D.
What is an offer?
10
![Page 11: International Marketing - University Carlo Cattaneomy.liuc.it/MatSup/2019/A22555/S16_Student_version_ Communicatin… · Incentives are part of the evolution of the classic 4 P’s](https://reader036.fdocuments.in/reader036/viewer/2022071019/5fd2fb36dc1a20600f14906e/html5/thumbnails/11.jpg)
Prof. Antonio González Ph.D.
What is price?
11
![Page 12: International Marketing - University Carlo Cattaneomy.liuc.it/MatSup/2019/A22555/S16_Student_version_ Communicatin… · Incentives are part of the evolution of the classic 4 P’s](https://reader036.fdocuments.in/reader036/viewer/2022071019/5fd2fb36dc1a20600f14906e/html5/thumbnails/12.jpg)
Prof. Antonio González Ph.D.
What is channel?
12
![Page 13: International Marketing - University Carlo Cattaneomy.liuc.it/MatSup/2019/A22555/S16_Student_version_ Communicatin… · Incentives are part of the evolution of the classic 4 P’s](https://reader036.fdocuments.in/reader036/viewer/2022071019/5fd2fb36dc1a20600f14906e/html5/thumbnails/13.jpg)
Prof. Antonio González Ph.D. 13
![Page 14: International Marketing - University Carlo Cattaneomy.liuc.it/MatSup/2019/A22555/S16_Student_version_ Communicatin… · Incentives are part of the evolution of the classic 4 P’s](https://reader036.fdocuments.in/reader036/viewer/2022071019/5fd2fb36dc1a20600f14906e/html5/thumbnails/14.jpg)
Prof. Antonio González Ph.D.
Guest SpeakerMr. Rosetti
14
![Page 15: International Marketing - University Carlo Cattaneomy.liuc.it/MatSup/2019/A22555/S16_Student_version_ Communicatin… · Incentives are part of the evolution of the classic 4 P’s](https://reader036.fdocuments.in/reader036/viewer/2022071019/5fd2fb36dc1a20600f14906e/html5/thumbnails/15.jpg)
Prof. Antonio González Ph.D.
3. Incentives
15
![Page 16: International Marketing - University Carlo Cattaneomy.liuc.it/MatSup/2019/A22555/S16_Student_version_ Communicatin… · Incentives are part of the evolution of the classic 4 P’s](https://reader036.fdocuments.in/reader036/viewer/2022071019/5fd2fb36dc1a20600f14906e/html5/thumbnails/16.jpg)
Prof. Antonio González Ph.D.
What is an incentive?
16
![Page 17: International Marketing - University Carlo Cattaneomy.liuc.it/MatSup/2019/A22555/S16_Student_version_ Communicatin… · Incentives are part of the evolution of the classic 4 P’s](https://reader036.fdocuments.in/reader036/viewer/2022071019/5fd2fb36dc1a20600f14906e/html5/thumbnails/17.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D.
5. IncentivesIncentives are part of the evolution of the classic 4 P’s Marketing Mix, particularly from the P of Promotion that is divided in Communication and Incentives (Chernev, 2014).
The split of Promotion into Communication and Incentives provides further guidance to marketers to design and implement marketing plans
Incentives offer solutions, normally in the short-term, aimed at enhancing the value of the offering by providing additional benefits or reducing costs.
Because they typically lead to an increase in sales volume, incentives are often referred to as sales promotions
17
![Page 18: International Marketing - University Carlo Cattaneomy.liuc.it/MatSup/2019/A22555/S16_Student_version_ Communicatin… · Incentives are part of the evolution of the classic 4 P’s](https://reader036.fdocuments.in/reader036/viewer/2022071019/5fd2fb36dc1a20600f14906e/html5/thumbnails/18.jpg)
Prof. Antonio González Ph.D.Prof. Antonio González Ph.D.
5. IncentivesIncentives can be monetary and non-monetary and they fall into three categories regarding the recipient:
18
Monetary incentives Non-monetary incentives
Customer incentives Coupons, rebates, price reductions, volume discounts Premiums, rewards, sweepstakes
Collaborator incentivesAds, slotting, stocking, display and market development allowances; spiffs; volumes discounts, volume rebates and off-invoice incentives
Contests, bonus merchandise, buyback guarantees, sales support, training
Company incentives Performance bonuses, monetary prizes, spiffs, Contests, recognition awards, free goods, vacations, home-office and travel incentives
![Page 19: International Marketing - University Carlo Cattaneomy.liuc.it/MatSup/2019/A22555/S16_Student_version_ Communicatin… · Incentives are part of the evolution of the classic 4 P’s](https://reader036.fdocuments.in/reader036/viewer/2022071019/5fd2fb36dc1a20600f14906e/html5/thumbnails/19.jpg)
Antonio González Ph.D. - Sales & Marketing professor IE Business School
Remember:
We r selling
24/7!Thanks for
your attention
19