Our Menu Tonight Chapter 17
-
Upload
leslie-yeun -
Category
Documents
-
view
216 -
download
0
Transcript of Our Menu Tonight Chapter 17
-
8/2/2019 Our Menu Tonight Chapter 17
1/16
OUR MENUTONIGHT
Reminders & AnnouncementsPlease return my sample project reports
soon
Lecture Review : Chapter 16
Class Discussion & Short Video
Lecture : Chapter 17
-
8/2/2019 Our Menu Tonight Chapter 17
2/16
10 M 3/12 Chapter 17 Pricing Objectives and Policies
W 3/14 Chapter 18 Price Setting in the Business
World
11 M 3/19 Final Exam Review and Course
Summary
W 3/21 Final Exam
-
8/2/2019 Our Menu Tonight Chapter 17
3/16
-
8/2/2019 Our Menu Tonight Chapter 17
4/16
1. Download the article by Jayne ODonnell from Blackboard (4 pages intotalpages 114 to 117) entitled In Lean Times, Retailers shop forSurvival Strategies.
2. Read and understand her article thoroughly and write on the following:a) Conduct a comparative analysis of the 4 retailers discussed in the
case on their dimensions of inventory, staffing, store openings andpromotion. Comment on your analysis.
b) In your opinion, is it more challenging for retailers to maintain
customer loyalty during tough economic times. Justify your answer.c) What to you envision will be the major problems and challenges
retailers will face in the next decade?
3. You can either work on this assignment on your own OR choose to
work with another member of the class.
4. You must submit a printed copy of your assignment by Wed, 7 March.Late submission, if accepted, will be subjected to substantial penalty.
5. This assignment will account for 10 percent (or 100 points) of your finaloverall grade. Email submissions are strictly not allowed.
-
8/2/2019 Our Menu Tonight Chapter 17
5/16
Mon, 3/19
Final Exam Review
Chapters 9,10,11,13,14,15,16,17,18
Final day of class
-
8/2/2019 Our Menu Tonight Chapter 17
6/16
Wed, 3/21, 8pm
Chapters covered:9,10,11,13,14,15,16,17,18
FinalExam
-
8/2/2019 Our Menu Tonight Chapter 17
7/16
Chapter 16
Lecture Review
-
8/2/2019 Our Menu Tonight Chapter 17
8/16
Lecture Review: Chapter 16
Focus on Advertising and Sales Promotion
Advertising objectives should be specific as advertising isexpensive to develop and implement.
Types of Advertising either Institutional or Product-related
Product Advertising Pioneering, Competitive, ReminderAdvertising
Various medium of advertising TV & cable, newspaper,radio, direct mail, outdoor, magazine, internet, etc.
Using AIDA and targeting to communicate ad message, thecopy thrust.
Nature of Sales Promotion
-
8/2/2019 Our Menu Tonight Chapter 17
9/16
InstitutionalAdvertisingInstitutionalAdvertising
Pioneering
Advertising
ProductAdvertising
Competitive
Advertising
Reminder
Advertising
Direct Indirect Comparative
Types ofAdvertising
Objectives Determine the Kinds of Advertising(Exhibit 16-5)
-
8/2/2019 Our Menu Tonight Chapter 17
10/16
Comparing Advertising Media
Media2004spend.
(billions)
2-year%
growth
Advantages Disadvantage
Television& cable
$67.8 25.3%Demonstrates well,good attention, widereach
Expensive in total,clutter, and lessselective audience
Directmail
$52.2 16.8Selected audience,flexible, canpersonalize
Relatively costly percontact, junk mail,hard to retainattention
News-
paper
$46.6 5.9Flexible, timely, local
market
May be expensive,short life, no pass
along
Radio $19.6 9.5Wide reach, low costsegmented audience
Weak attention, manydifferent rates, shortexposure
-
8/2/2019 Our Menu Tonight Chapter 17
11/16
Comparing Advertising Media (Exhibit 16-6)
Media2004spend.
(billions)
2-year%
growth
Advantages Disadvantage
Yellowpages
$14.0 1.4%Reaches localcustomers seekingpurchase info.
Many competitorslisted in same place,hard to differentiate
Magazine $12.3 11.8Very targeted, gooddetail, good passalong
Inflexible, long leadtimes
Internet $6.9 40.8
Ads link to moredetailed site, some
pay for results,easy to track results
Hard to compare costs
with other media
Outdoor $5.8 11.5Flexible, repeatexposure,inexpensive
Mass market, veryshort exposure
-
8/2/2019 Our Menu Tonight Chapter 17
12/16
In our current economic climate and
with promotion costs escalating, willmarketers continue to deploy traditionaladvertising (e.g. 30-sec commercials)
or other costly mass selling methods topromote their products and services?
CLASS DISCUSSION
-
8/2/2019 Our Menu Tonight Chapter 17
13/16
Short Video
What's Up-to-Date in Advertising?
New ways to grab consumers' attention!
http://www.businessweek.com/mediacenter/video/businessweektv/7b5c56c7c4fe861ff222f185283c93bc355e0236.htmlhttp://www.businessweek.com/mediacenter/video/businessweektv/7b5c56c7c4fe861ff222f185283c93bc355e0236.html -
8/2/2019 Our Menu Tonight Chapter 17
14/16
New developments in Promotion
Mix
More online web advertisements (Examples ofonline advertising include contextual ads on search engine results, bannerads, on-line classified advertising , rich media / video ads, email marketing,including e-mail spam.
see story Mobile (cell phone) advertising
Use of social blogs for promotion
(social media marketing) throughTwitter, Facebook, Myspace, etc.seestory
YouTube on-line video ads
http://en.wikipedia.org/wiki/E-mail_spamhttp://www.nytimes.com/2009/11/11/business/media/11adco.htmlhttp://www.businessweek.com/magazine/content/08_22/b4086044617865.htm?chan=magazine+channel_special+reporthttp://www.businessweek.com/magazine/content/08_22/b4086044617865.htm?chan=magazine+channel_special+reporthttp://www.businessweek.com/magazine/content/08_22/b4086044617865.htm?chan=magazine+channel_special+reporthttp://www.businessweek.com/magazine/content/08_22/b4086044617865.htm?chan=magazine+channel_special+reporthttp://www.nytimes.com/2009/11/11/business/media/11adco.htmlhttp://en.wikipedia.org/wiki/E-mail_spamhttp://en.wikipedia.org/wiki/E-mail_spamhttp://en.wikipedia.org/wiki/E-mail_spam -
8/2/2019 Our Menu Tonight Chapter 17
15/16
Chapter 16
Practice Quiz
-
8/2/2019 Our Menu Tonight Chapter 17
16/16
Lecture
Chapter 17
http://../Lecture%20PPTs%20-%20Chap%209%20to%2018/Chapter17web.ppthttp://../Lecture%20PPTs%20-%20Chap%209%20to%2018/Chapter17web.ppt