Chapter 14 Global Marketing Decisions: Sales Promotion, Personal Selling, Special Forms of Marketing Communication Prentice Hall 14-1

Size: px
Start display at page:

Download "Chapter 14 Global Marketing Decisions: Sales Promotion, Personal Selling, Special Forms of Marketing Communication Prentice Hall 14-1"

Transcription

1 Chapter 14 Global Marketing Decisions: Sales Promotion, Personal Selling, Special Forms of Marketing Communication 2005 Prentice Hall 14-1

2 Sales Promotion Sales promotion refers to any paid consumer or trade communication program of limited duration usually aimed at stimulating sales / trials Price (rebates, discounts, coupons) vs. nonprice promotions (sampling, premiums, sweepstakes, contests, etc.) Consumer vs. trade promotions (increase availability in channel) 2005 Prentice Hall 14-2

3 Sales Promotion Provide a tangible incentive to buyers (lower prices, etc.) Reduce the perceived risk associated with purchasing a product (sampling) Provide accountability for communications activity (results can be tracked) Provide method of collecting additional data for database (forms to be filled in) 2005 Prentice Hall 14-3

4 Sales Promotion: Global or Local In countries with low levels of economic development, low incomes limit the range of promotional tools available Free samples, demonstrations Market maturity can also be different from country to country Coupons and sampling in growing markets Trade allowances and loyalty programs in mature markets 2005 Prentice Hall 14-4

5 Sales Promotion: Global or Local Local perceptions of a particular promotional tool or program can vary Coupon usage not popular in India Local regulations may rule out use of a particular promotion in certain countries Trade structure in the retailing industry can affect the use of sales promotions Consolidated retail structures require more trade promotions (USA, Europe) Fragmented retail structures (India) require less trade promotions 2005 Prentice Hall 14-5

6 Sampling Sampling Provides consumer with opportunity to try product at no cost May be distributed in stores, in the mail, through print media, at events, or door-to-door Point-of-use sampling (Starbucks chill patrols; Mylanta introduction in India) Point-of-dirt sampling (Unilever s Lever 2000 hand wipes in food courts and petting zoos) 2005 Prentice Hall 14-6

7 Couponing Couponing Printed certificates entitle the bearer to a price reduction or some other special consideration for purchasing a particular product Couponing accounts for 70% of consumer promotion spending in the US Free standing inserts, on-pack coupons, inpack coupons, cross coupons) 2005 Prentice Hall 14-7

8 Couponing Stimulate trial by non-users Operant conditioning of users (Kroger s 20 cents a gallon price off on gas) Not widely used in Asia since using a coupon is considered a sign of cheapness 2005 Prentice Hall 14-8

9 Couponing 2005 Prentice Hall 14-9

10 Sales Promotion: Issues and Problems Consumer fraud Pepsi promotion with Apple Regulations vary by country Europe regulates promotions heavily Cultural dispositions to coupons and other sales promotions Malaysia, India see coupon usage as embarrassing Islam frowns on gambling so sweepstakes may not work 2005 Prentice Hall 14-10

11 Personal Selling Person-to-person communication between a company representative and potential buyers Focus is to inform and persuade prospect Short-term goal: make a sale Long-term goal: build relationship Buyer and seller may come from different cultural backgrounds 2005 Prentice Hall 14-11

12 Personal Selling Useful when countries regulate media heavily Japan comparative advertising is difficult hence product comparisons can be made on a face to face basis Low wage countries cheaper to build a sales force Issue: host country nationals or expats? 2005 Prentice Hall 14-12

13 Sales Force Nationality Expatriates Host country Third country Other options 2005 Prentice Hall 14-13

14 Expatriates Advantages Superior product knowledge Demonstrated commitment to service standards Train for promotion Greater HQ control Disadvantages Higher cost Higher turnover Cost for language and cross-cultural training Return 2005 Prentice Hall 14-14

15 Host Country Advantages Economical Superior market knowledge Language skills Superior cultural knowledge Implementation quicker Disadvantages Needs product training May be held in low esteem Language skills may not be important Difficult to ensure loyalty Return 2005 Prentice Hall 14-15

16 Third Country Advantages Cultural sensitivity Language skills Economical Allows regional sales coverage Disadvantages May face identity problems May be blocked for promotions Needs product and/or company training Loyalty not assured Return 2005 Prentice Hall 14-16

17 Special Forms of Marketing Communications Direct Marketing Direct mail Catalogs Infomercials, Teleshopping Event Sponsorship Concerts, sporting events Product placement in movies Internet Communications 2005 Prentice Hall 14-17

18 Direct Marketing Any communication with a consumer or business recipient that is designed to generate a response in the form of: An order Request for further information A visit to a store or other place of business 2005 Prentice Hall 14-18

19 Direct Marketing vs. Mass Marketing 2005 Prentice Hall 14-19

20 One-to-One Marketing Building from Customer Relationship Management Identify customers and accumulate detailed information about them Differentiate customers and rank them in terms of their value to the company Interact with customers and develop more cost efficient and effective forms of interaction Customize the product/service offered to the customer 2005 Prentice Hall 14-20

21 Catalogs A magazine style publication that features photographs and extensive information about a company s products 2005 Prentice Hall 14-21

22 Product Placements Movies, TV programs, books, etc. Low attributions hence low skepticism Circumvent zipping and zapping Realistic slice-of-life placement Ethically-charged products Fit of the brand with the placement segment and its effect on recall and attitudes Risk of the product being shown in an unfavorable light Joint promotions between the movie and the product Too many placements in a program 2005 Prentice Hall 14-22

Chapter 17. promotional concepts and strategies. Section 17.1 The Promotional Mix. Section 17.2 Types of Promotion

Chapter 17. promotional concepts and strategies. Section 17.1 The Promotional Mix. Section 17.2 Types of Promotion Chapter 17 promotional concepts and strategies Section 17.1 Section 17.2 Types of Promotion Section 17.1 IMAGINE What might happen if business did not promote their products? Section 17.1 Explain the role

More information

Chapter 10 - Direct Marketing and Sales Promotion

Chapter 10 - Direct Marketing and Sales Promotion Chapter 10 - Direct Marketing and Sales Promotion Direct Marketing is the process by which organizations communicate directly with target customers to generate a response or transaction. Direct marketing

More information

> > > > > > > > Chapter 14. Promotion and Pricing Strategies. Kamrul Huda Talukdar Lecturer North South University

> > > > > > > > Chapter 14. Promotion and Pricing Strategies. Kamrul Huda Talukdar Lecturer North South University > > > > > > > > Chapter 14 Promotion and Pricing Strategies Kamrul Huda Talukdar Lecturer North South University Promotion is the function of informing, persuading, and influencing a purchase decision.

More information

Learning Objectives. Learning Objectives 17/03/2016. Chapter 16 Sales Promotion

Learning Objectives. Learning Objectives 17/03/2016. Chapter 16 Sales Promotion Chapter 16 Sales Promotion Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Learning Objectives To

More information

Integrated Marketing Communications. Lecture 1 - Introduction

Integrated Marketing Communications. Lecture 1 - Introduction Integrated Marketing Communications Lecture 1 - Introduction The Growth of Advertising and Promotion o Rapidly changing media environment = more difficult to reach and communicate with target audiences.

More information

Advertising 8/20/2013 ADVERTISING, PUBLIC RELATIONS, AND SALES PROMOTION. Steps in Planning and Executing an Advertising Campaign

Advertising 8/20/2013 ADVERTISING, PUBLIC RELATIONS, AND SALES PROMOTION. Steps in Planning and Executing an Advertising Campaign ADVERTISING, PUBLIC RELATIONS, AND SALES PROMOTION Chapter 10 Advertising Any paid form of communication, delivered through media from an identifiable source, about an organization/product/service/idea

More information

Segmentation, Targeting, and Positioning Figure 7.1. Case Study Procter & Gamble

Segmentation, Targeting, and Positioning Figure 7.1. Case Study Procter & Gamble Chapter 7 Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers Case Study Procter & Gamble Sells multiple brands within the same product category for a variety

More information

Using Effective Promotions

Using Effective Promotions Chapter 16 Using Effective s McGraw-Hill/Irwin Copyright 2014 by The McGraw-Hill Companies, Inc. All rights reserved. Chapter Sixteen NAME that COMPANY This beverage company has 8.5 million Facebook fans.

More information

Major Advertising Decisions Figure Definition. Chapter 15 Advertising, Sales Promotion, and Public Relations

Major Advertising Decisions Figure Definition. Chapter 15 Advertising, Sales Promotion, and Public Relations Chapter 15, Sales Promotion, and Public Relations Definition Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. Signage in ancient times offers

More information

Bonus Packs. Bonus Packs

Bonus Packs. Bonus Packs Bonus Packs Extra quantities of a product that are offered for the same price Alternative to price-off deals Many bonus-packs will be purchased by regular customers who would have purchased the brand anyway

More information

Noise. Tools/ Channel. Advertising. Promotions Mix. Direct Marketing. Public Relations. Product Placement. Sales Promotions

Noise. Tools/ Channel. Advertising. Promotions Mix. Direct Marketing. Public Relations. Product Placement. Sales Promotions Learning Objective 01 Chapter 13 Marketer Marketing Communications Messages that deal with buyer seller relationships Promotions - Communications Mix between buyers and sellers. Function of informing,

More information

Copyright 2013 Pearson Education CHAPTER: 6 INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND EQUITY

Copyright 2013 Pearson Education CHAPTER: 6 INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND EQUITY Copyright 2013 Pearson Education CHAPTER: 6 INTEGRATING MARKETING COMMUNICATIONS TO BUILD BRAND EQUITY Learning Objectives Describe some of the changes in the new media environment Outline the major marketing

More information

Chapter 16 Sales Promotion

Chapter 16 Sales Promotion Chapter 16 Sales Promotion Copyright 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. Sales Promotion A direct

More information

Bonus Packs. Bonus Packs

Bonus Packs. Bonus Packs Bonus Packs Extra quantities of a product that are offered for the same price Alternative to price-off deals Many bonus-packs will be purchased by regular customers who would have purchased the brand anyway

More information

chapter 14 Promotion and Distribution Better Business 2nd Edition Solomon (Contributing Editor) Poatsy Martin

chapter 14 Promotion and Distribution Better Business 2nd Edition Solomon (Contributing Editor) Poatsy Martin chapter 14 Promotion and Distribution Better Business 2nd Edition Solomon (Contributing Editor) Poatsy Martin 14-1 Learning Objectives 1. What is a promotional mix, and what is its function in a promotional

More information

Learning Objectives. Learning Objectives 17/03/2016. Chapter 1 An Introduction to Integrated Marketing Communications

Learning Objectives. Learning Objectives 17/03/2016. Chapter 1 An Introduction to Integrated Marketing Communications Chapter 1 An Introduction to Integrated Marketing Communications Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill

More information

Chapter 01 Integrated Marketing Communications

Chapter 01 Integrated Marketing Communications Chapter 01 Integrated Marketing Communications 1. is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, good, and services to create exchanges that satisfy

More information

Integrated Marketing Communication

Integrated Marketing Communication Integrated Marketing Communication Week 01 W. Rofianto, ST, MSi Reference & Evaluation Assignment 40% MidTerm Exam 25% Final Project 35% http://rofianto.wordpress.com/imc/ rofi_anto@yahoo.com What is Marketing?

More information

18 Managing Mass Communications: Advertising, Sales Promotions,

18 Managing Mass Communications: Advertising, Sales Promotions, 18 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Chapter Questions What steps are involved in developing an advertising program? How should sales

More information

LECTURE 8 BY MAMURJON RAHIMOV UNESCO\UNITWIN OCW/OER UUOOI.ORG WIUT.UZ. Sales Promotion and Direct Marketing

LECTURE 8 BY MAMURJON RAHIMOV UNESCO\UNITWIN OCW/OER UUOOI.ORG WIUT.UZ. Sales Promotion and Direct Marketing LECTURE 8 BY MAMURJON RAHIMOV UNESCO\UNITWIN OCW/OER UUOOI.ORG WIUT.UZ Sales Promotion and Direct Marketing 'YOU CAN LEAD A HORSE TO WATER, BUT YOU CAN'T MAKE IT DRINK' Advertising brings the horse to

More information

Marketing I DESCRIPTION. EXAM INFORMATION Items

Marketing I DESCRIPTION. EXAM INFORMATION Items EXAM INFORMATION Items 44 Points 73 Prerequisites NONE Grade Level 10-12 Course Length ONE SEMESTER Career Cluster HOSPITALITY & TOURISM MARKETING DESCRIPTION Marketing I explores the seven core functions

More information

Communicating Customer Value: Integrated Marketing Communications Strategy

Communicating Customer Value: Integrated Marketing Communications Strategy Communicating Customer Value: Integrated Marketing Communications Strategy Chapter 14 Learning Goals 1. Know the tools of the marketing communications mix. 2. Understand the process and advantages of integrated

More information

Customer-Driven Marketing Strategy Creating Value for Target Customers

Customer-Driven Marketing Strategy Creating Value for Target Customers Customer-Driven Marketing Strategy Creating Value for Target Customers Chapter 7 Learning Goals 1. Define the steps in designing a customer-driven market strategy: market segmentation, target marketing,

More information

Chapter 2 The Role of IMC in the Marketing Process. Learning Objectives. Learning Objectives

Chapter 2 The Role of IMC in the Marketing Process. Learning Objectives. Learning Objectives Chapter 2 The Role of IMC in the Marketing Process Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

More information

Chapter 14. Integrated Marketing Communication Strategy (Promotion)

Chapter 14. Integrated Marketing Communication Strategy (Promotion) Chapter 14 Integrated Marketing Communication Strategy (Promotion) 1 Marketing Communication Mix or Promotion Mix Product s Design Stores that Sell the Product Product s Price Product s Package 4 Discussion

More information

Marketing I DESCRIPTION. EXAM INFORMATION Items

Marketing I DESCRIPTION. EXAM INFORMATION Items EXAM INFORMATION Items 44 Points 73 Prerequisites NONE Grade Level 10-12 Course Length ONE SEMESTER Career Cluster HOSPITALITY & TOURISM MARKETING DESCRIPTION Marketing I explores the seven core functions

More information

Marketing I DESCRIPTION. EXAM INFORMATION Items

Marketing I DESCRIPTION. EXAM INFORMATION Items EXAM INFORMATION Items 44 Points 73 Prerequisites NONE Course Length ONE SEMESTER Career Cluster HOSPITALITY & TOURISM MARKETING Performance Standards INCLUDED DESCRIPTION explores the seven core functions

More information

Database and Direct Response Marketing

Database and Direct Response Marketing Database and Direct Response Marketing Chapter 11 11-1 Chapter Objectives 1. How can a marketing team match a database program with an IMC program? 2. What is meant by database-driven marketing communications?

More information

Marketing I: Strand 6. Promotion

Marketing I: Strand 6. Promotion Marketing I: Strand 6 Promotion So you have a product and have set your price. Will the world come running to your doorstep? Not unless people know about your product - you must promote it. Set the stage

More information

B.E. Publishing Correlation to Principles of Marketing to Precision Exams: Marketing I (401)

B.E. Publishing Correlation to Principles of Marketing to Precision Exams: Marketing I (401) B.E. Publishing Correlation to Principles of Marketing to Precision Exams: Marketing I (401) DESCRIPTION Marketing I explores the seven core functions of marketing which include: Marketing Planning why

More information

PROMOTION AND PROMOTIONAL MIX. Promotional Concepts and Strategies

PROMOTION AND PROMOTIONAL MIX. Promotional Concepts and Strategies PROMOTION AND PROMOTIONAL MIX Promotional Concepts and Strategies LEARNING TARGETS AST 3-1: STUDENTS WILL UNDERSTAND THE ELEMENTS OF THE PROMOTIONAL MIX: ADVERTISING, PUBLIC RELATIONS, PERSONAL SELLING

More information

BUS 168 Chapter 6 - E-commerce Marketing Concepts: Social, Mobile, Local

BUS 168 Chapter 6 - E-commerce Marketing Concepts: Social, Mobile, Local Consumers Online: The Internet Audience and Consumer Behavior Around 84% of U.S. adults use the Internet in 2015 Intensity and scope of use both increasing Some demographic groups have much higher percentages

More information

DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS

DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS DESIGNING AND MANAGING INTEGRATED MARKETING COMMUNICATIONS A. The Role of Marketing Communications B. Developing Effective Communications C. Deciding on the Marketing Communications Mix D. Managing the

More information

Appendix C. Integrated Marketing Communications Plan Outline

Appendix C. Integrated Marketing Communications Plan Outline Appendix C Integrated Marketing Communications Plan Outline Author s note: To better understand the IMC Plan Outline, read Don E. Schultz, Stanley I. Tannenbaum, and Robert F. Lauterborn, Integrated Marketing

More information

CHAPTER 1: INTRO TO INTEGRATED MARKETING COMMUNICATIONS

CHAPTER 1: INTRO TO INTEGRATED MARKETING COMMUNICATIONS CHAPTER 1: INTRO TO INTEGRATED MARKETING COMMUNICATIONS THE ROLE OF MARKETING Marketing: Activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that

More information

Total Test Questions: 44 Levels: Grades Units of Credit:.50

Total Test Questions: 44 Levels: Grades Units of Credit:.50 DESCRIPTION Marketing I explores the seven core functions of marketing which include: Marketing Planning why target market and industry affects businesses; Marketing-Information Management why market research

More information

MMK101 SUMMARY NOTES Marketing Fundamentals Exam Preparation

MMK101 SUMMARY NOTES Marketing Fundamentals Exam Preparation MMK101 SUMMARY NOTES Marketing Fundamentals Exam Preparation LINK TO PROQUEST EBOOK THROUGH DEAKIN PORTAL (Armstrong et al 2017, Principles of Marketing, 7th edition) LO = Learning Objective Word count:

More information

Chapter 14. Communicating Customer Value: Integrated Marketing Communications Strategy. Course: Mkt 202 Lecturer: Emran Mohammad

Chapter 14. Communicating Customer Value: Integrated Marketing Communications Strategy. Course: Mkt 202 Lecturer: Emran Mohammad Chapter 14 Communicating Customer Value: Integrated Marketing Communications Strategy Course: Mkt 202 Lecturer: Emran Mohammad The Promotion Mix Marketing Communication Mix The promotion mix or marketing

More information

Integrating Marketing Communications to Build Brand Equity. Emran Mohammad

Integrating Marketing Communications to Build Brand Equity. Emran Mohammad Integrating Marketing Communications to Build Brand Equity Emran Mohammad The New Media Environment Traditional advertising media such as TV, radio, magazines, and newspapers seem to be losing their grip

More information

MKTG. CHaPTER. Lamb, Hair, McDaniel. Integrated Marketing Communications. Designed by Amy McGuire, B-books, Ltd.

MKTG. CHaPTER. Lamb, Hair, McDaniel. Integrated Marketing Communications. Designed by Amy McGuire, B-books, Ltd. Lamb, Hair, McDaniel Designed by Amy McGuire, B-books, Ltd. MKTG 15 CHaPTER Integrated Marketing Communications Prepared by Dana Freeman, B-books, Ltd. Learning Outcomes LO 1 LO 2 LO 3 LO 4 Discuss the

More information

Sales Promotion Introduction Objectives Meaning and Purpose of Sales Promotion: Meaning:

Sales Promotion Introduction Objectives Meaning and Purpose of Sales Promotion: Meaning: 24 Sales Promotion 24.1 Introduction In the previous lesson, you have learnt about channels of distribution, which may be regarded as a path or route along which goods move from the producers to ultimate

More information

Chapter Fourteen. Communicating Customer Value: Integrated Marketing Communications Strategy. i t s good and good for you 14-1

Chapter Fourteen. Communicating Customer Value: Integrated Marketing Communications Strategy. i t s good and good for you 14-1 i t s good and good for you Chapter Fourteen Communicating Customer Value: Integrated Marketing Communications Strategy Copyright 2012 Pearson Education, Inc. 14-1 Communicating Customer Value: Integrated

More information

MARKETING THEORY AND PRACTISE (MKF1120)

MARKETING THEORY AND PRACTISE (MKF1120) MARKETING THEORY AND PRACTISE (MKF1120) CONTENTS: Week 1: Introduction to Marketing and Value......2 Week 2: Key Marketing Terms and Concepts....4 Week 3: The Marketing Environment..... 5 Week 4: Buyer

More information

Principles of Marketing Seventeenth Edition. Chapter 14. Learning Objectives

Principles of Marketing Seventeenth Edition. Chapter 14. Learning Objectives Principles of Marketing Seventeenth Edition Chapter 14 Engaging Consumers and Communicating Customer Value: Integrated Marketing Communication Strategy Learning Objectives 14-1 Define the five promotion

More information

The Product Lifecycle and the Marketing Strategy

The Product Lifecycle and the Marketing Strategy The Product Lifecycle and the Marketing Strategy Enterprise & Project Management Please note that these slides are not intended as a substitute to reading the recommended text for this course. Objectives

More information

Learning Objectives. What are component in the marketing mix? How 4P effect the organization?

Learning Objectives. What are component in the marketing mix? How 4P effect the organization? Ibrahim Sameer 1 Learning Objectives What are component in the marketing mix? How 4P effect the organization? 2 Introduction Marketing is a business philosophy whose primary objective is the realization

More information

McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.

McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved. 2 The Role of IMC in the Marketing Process McGraw-Hill/Irwin 2004 The McGraw-Hill Companies, Inc., All Rights Reserved. Marketing and Promotions Process Model Marketing Strategy and Analysis Competitive

More information

Marketing in Today s World

Marketing in Today s World Chapter 13 in Today s World Section 13.1 Essentials Read to Learn Define. Identify the functions of. List the elements of the mix. The Main Idea To sell their products or services, businesses engage in

More information

District > Basic > Marketing Education > Marketing 1 ( ) (District) > Juett, David

District > Basic > Marketing Education > Marketing 1 ( ) (District) > Juett, David Granite School District 1 (08.0711) (District) District > Basic > Education > 1 (08.0711) (District) > Juett, David Unit Essential Questions Content Skills Vocabulary Formative & Basics (Week 1, 2 What

More information

eighteen advertising, public relations, and sales promotions Chapter

eighteen advertising, public relations, and sales promotions Chapter Chapter eighteen advertising, public relations, and sales promotions 1 Advertising, Public Relations, and Sales Promotions LO 18-1 Describe the steps in designing and executing an advertising campaign.

More information

Marketing Management 15E Chapter Why is marketing important? 2. What is the scope of marketing? 3. What are some core marketing concepts?

Marketing Management 15E Chapter Why is marketing important? 2. What is the scope of marketing? 3. What are some core marketing concepts? Chapter 1 Defining Marketing for the New Realities Learning Objectives 1. Why is marketing important? 2. What is the scope of marketing? 3. What are some core marketing concepts? 4. What forces are defining

More information

Marketing and Communicating With Your Customer. Dr. Maria Marshall Department of Agricultural Economics

Marketing and Communicating With Your Customer. Dr. Maria Marshall Department of Agricultural Economics Marketing and Communicating With Your Customer Dr. Maria Marshall Department of Agricultural Economics The 4 Ps of Marketing What Is Marketing The process of creating and delivering desired goods and services

More information

advertising x strategy

advertising x strategy advertising x strategy basic element x campaign planning Advertising strategy = plan? Advertising strategy = plan? YES! An advertising strategy is a plan to reach and persuade a customer to buy a product

More information

MKT501- Marketing Management

MKT501- Marketing Management MKT501- Marketing Management Question No: 1 ( Marks: 1 ) - Please choose one A market leader firm can expand the total market through: Decreasing distribution of the product Introducing the new usage of

More information

Advertising and Other Promotional Tools

Advertising and Other Promotional Tools 2 Advertising and Other Promotional Tools Advertising is the most important tool of marketing. This chapter gives an insight into the elements of marketing and the communication process. It enables the

More information

Principles of Business & Finance Understand principles of marketing.

Principles of Business & Finance Understand principles of marketing. Principles of Business & Finance 3.01 Understand principles of marketing. Marketing The process of developing, promoting, pricing and distributing products in order to satisfy customers needs and wants.

More information

Marketing Communications and Customer Response

Marketing Communications and Customer Response Marketing Communications and Customer Response This week we will discuss some of the most important concepts of marketing communication and promotion. In particular at the end of this lecture you will

More information

Promotional Mix. Variety of Promotional Methods

Promotional Mix. Variety of Promotional Methods Promotional Mix Variety of Promotional Methods 2 Chapter Objectives Explain the promotional mix in entertainment marketing. Identify the role of advertising in entertainment promotion. Discuss the importance

More information

MM-02 III SEMESTER MBA MARKETING EXAMINATION, JANUARY 2013 STRATEGIC MARKETING COMMUNICATION

MM-02 III SEMESTER MBA MARKETING EXAMINATION, JANUARY 2013 STRATEGIC MARKETING COMMUNICATION MM-02 III SEMESTER MBA MARKETING EXAMINATION, JANUARY 2013 STRATEGIC MARKETING COMMUNICATION Time: 3 Hours Max. Marks 80 Instruction: Answer all questions from part A, and answer any five questionsfrom

More information

K. D.,i ' AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE

K. D.,i ' AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE K. D,i ' AN INTEGRATED MARKETING COMMUNICATIONS PERSPECTIVE DETAILED CONTENTS Part One Introduction to Integrated Marketing Communications 1 AN INTRODUCTION TO INTEGRATED MARKETING COMMUNICATIONS 3 The

More information

SUBJECT: COMMERCE Chapter 14 Marketing Mix STANDARD: XII (ISC)

SUBJECT: COMMERCE Chapter 14 Marketing Mix STANDARD: XII (ISC) SUBJECT: COMMERCE Chapter 14 Marketing Mix STANDARD: XII (ISC) 2017-2018 Marketing Mix refers to the combination of four basic elements product, price, place (distribution system) and promotional activities

More information

Making the Channels Deliver

Making the Channels Deliver Making the Channels Deliver TUJUAN PEMBELAJARAN SETELAH MEMPEJARI SESSI INI MAHASISWA DAPAT : 1 2 3 Menjelaskan aktivitas Kom. Bisnis dlm (New) Product Delivery. Menjelaskan peran Kom. Bisnis dlm penciptaan

More information

Designing and Managing Integrated Marketing Communications

Designing and Managing Integrated Marketing Communications Designing and Managing Integrated Marketing Communications Discussion Questions 1. What is the role of marketing communications? 2. How do marketing communications work? 3. What are the major steps in

More information

Product and Pricing Strategies. Prentice Hall, 2007 Excellence in Business, 3e Chapter 13-1

Product and Pricing Strategies. Prentice Hall, 2007 Excellence in Business, 3e Chapter 13-1 Product and Pricing Strategies Prentice Hall, 2007 Excellence in Business, 3e Chapter 13-1 Product Characteristics Types of Products Stages of Products Prentice Hall, 2007 Excellence in Business, 3e Chapter

More information

Promotional strategies Do s and Don ts in promotions

Promotional strategies Do s and Don ts in promotions Promotional strategies Do s and Don ts in promotions Radha Dogra, Lecturer Neville Wadia Institute of Management Studies & Research (NWIMSR) Text: Promotion is an essential element in the marketing mix.

More information

CHAPTER 14: Marketing Promotion

CHAPTER 14: Marketing Promotion CHAPTER 14: Marketing Promotion Delivering High Impact Messages 1 LOOKING AHEAD What is promotion? What is Integrated Marketing Communication? How do you effectively develop a promotional message? What

More information

Definition. Tools of the Mix Figure Marketing Communications Mix. Chapter 14 Integrated Marketing Communications Strategy

Definition. Tools of the Mix Figure Marketing Communications Mix. Chapter 14 Integrated Marketing Communications Strategy Chapter 14 Integrated Marketing Strategy Definition Marketing Mix The specific mix of advertising, personal selling, sales promotion, and public relations a company uses to pursue its advertising and marketing

More information

MARKETING MANAGEMENT

MARKETING MANAGEMENT MARKETING MANAGEMENT Question 1: State and explain the functions of Marketing. Differentiate between marketing and selling concept ( May 13, May 12 ) (Mark - 7) Answer: Marketing is defined as the process

More information

Strategy and the Marketing Mix

Strategy and the Marketing Mix Strategy and the Marketing Mix Business Policy Please note that these slides are not intended as a substitute to reading the recommended text for this course. 0 Objectives Relevance of strategic marketing

More information

CARL McDANIEL Department of Marketing University of Texas at Arlington

CARL McDANIEL Department of Marketing University of Texas at Arlington CARL McDANIEL Department of Marketing University of Texas at Arlington CHARLES W. LAMB MJ. Neeley School of Business Texas Christian University JOSEPH F. HAIR, JR. Department of Marketing Kennesaw State

More information

A. ROAD MAP B. UNDERSTANDING MARKETING AND MARKETING PROCESS C. CORE MARKETING CONCEPTS

A. ROAD MAP B. UNDERSTANDING MARKETING AND MARKETING PROCESS C. CORE MARKETING CONCEPTS Lesson 2 Lesson overview and learning objectives: In last Lesson we tried to understand the term of marketing its need and its impact on the organization. The focus in this discussion is to have concept

More information

Lesson Unit content Activities Links to other units Resource checklist

Lesson Unit content Activities Links to other units Resource checklist Scheme of work Guided learning hours (GLH): 30 Number of lessons: 30 Duration of lessons: 1 hour Learners should spend lesson time and non-supervised time working on assignments. Learning aim A: Explore

More information

B.Com 5th Sem. (Hons.) Subject- Marketing Concept & Consumer Behavior SYLLABUS

B.Com 5th Sem. (Hons.) Subject- Marketing Concept & Consumer Behavior SYLLABUS SYLLABUS UNIT I UNIT II UNIT III UNIT IV UNIT V Class B.Com. V Sem. (Hons.) Subject Marketing Concept & Consumer Behavior Basics of marketing, meaning & definition of market & marketing, nature scope &

More information

Marketing Communication Strategy. W. Rofianto

Marketing Communication Strategy. W. Rofianto Marketing Communication Strategy W. Rofianto Defining IMC IMC is a strategic business process used to plan, develop, execute and evaluate coordinated, measurable, persuasive brand communication programs

More information

Topic Page: Marketing

Topic Page: Marketing Topic Page: Marketing Definition: marketing from The Hutchinson Unabridged Encyclopedia with Atlas and Weather Guide Promoting goods and services to consumers. In the modern business world, marketing plays

More information

Principles and process involved in formulating a marketing strategy

Principles and process involved in formulating a marketing strategy Principles and process involved in formulating a marketing strategy Introduction Marketing is one of the main drivers of any business and it has gained more prominence in today s dynamic business environment

More information

Global Marketing. Global Marketing. Branding and Product Decisions in. Chapter 10. Warren J. Keegan Mark C. Green

Global Marketing. Global Marketing. Branding and Product Decisions in. Chapter 10. Warren J. Keegan Mark C. Green Global Marketing Warren J. Keegan Mark C. Green Branding and Product Decisions in Global Marketing Chapter 10 Learning Objectives Brand and product concepts Local, international, and global brands Product

More information

Compiled by: Shubhanshi Gaudani 1. Marketing Mix: Four marketing decisions needed for effective marketing of the product

Compiled by: Shubhanshi Gaudani 1. Marketing Mix: Four marketing decisions needed for effective marketing of the product Compiled by: Shubhanshi Gaudani 1 3. Marketing 3.3 Marketing Mix Business Studies, CIE IGCSE (0450) Marketing Mix: Four marketing decisions needed for effective marketing of the product Four Ps: The right

More information

Las Vegas, April 13, 2011 Part I

Las Vegas, April 13, 2011 Part I RAB Revenue Road Show Sheila Kirby SVP Professional Development John Potter VP Training Brandeis Hall VP Training www.rab.com Today s Agenda How the world has changed Integrated Campaigns Digital 2.0 &

More information

The Role and Functions of Marketing. By PresenterMedia.com

The Role and Functions of Marketing. By PresenterMedia.com The Role and Functions of By PresenterMedia.com The Role and Importance of Brand Management: The Product Life Cycle Product Introduction Growth Maturity Decline Decision Point and what it means: is the

More information

Creating a winning Business Plan

Creating a winning Business Plan Teacher: Lucia Gheorghiu COMMUNITY TECHNOLOGY CENTER PASSAIC COUNTY COMMUNITY COLLEGE Creating a winning Business Plan Dr. Lucia Gheorghiu 1 Overview This workshop covers all the components of a business

More information

Entrepreneurship. Unit 3: The 4 Components of the Marketing Mix

Entrepreneurship. Unit 3: The 4 Components of the Marketing Mix Entrepreneurship Unit 3: The 4 Components of the Marketing Mix 4 Components of Marketing Mix Students will be able to: Determine product brands, product mix, and inventory systems: perpetual, physical,

More information

ISSN: Vol. 3, Issue. 6, June 2014 TAJMMR. M a r k e t i n g & M a n a g e m e n t R e s e a r c h

ISSN: Vol. 3, Issue. 6, June 2014 TAJMMR. M a r k e t i n g & M a n a g e m e n t R e s e a r c h P u b l i s h e d b y : T R A N S A s i a n R e s e a r c h J o u r n a l s TAJMMR: T R A N S A s i a n J o u r n a l o f M a r k e t i n g & M a n a g e m e n t R e s e a r c h (A Do u b le B lind Re

More information

7.1 Prices are economic stop lights. They direct buying and selling. When prices become sticky: The market is less efficient in allocating resources.

7.1 Prices are economic stop lights. They direct buying and selling. When prices become sticky: The market is less efficient in allocating resources. 7.1 Prices are economic stop lights. They direct buying and selling. When prices become sticky: The market is less efficient in allocating resources. When demand increases faster than supply increases:

More information

CHAPTER 13 MARKETING MANAGEMENT

CHAPTER 13 MARKETING MANAGEMENT CHAPTER 13 MARKETING MANAGEMENT Chapter content Introduction The evolution of marketing thought The marketing concept Defining marketing The components of the marketing process Market research Consumer

More information

Digital Marketing. Copyright 2016 Pearson Education, Inc.

Digital Marketing. Copyright 2016 Pearson Education, Inc. 8 Chapter Eight Digital Marketing 8 Digital Marketing Chapter Objectives 1. What is digital marketing? 2. How has the transition to Web 4.0 affected the field of marketing communications? 3. How can e-commerce

More information

Come & Join Us at VUSTUDENTS.net

Come & Join Us at VUSTUDENTS.net Come & Join Us at VUSTUDENTS.net For Assignment Solution, GDB, Online Quizzes, Helping Study material, Past Solved Papers, Solved MCQs, Current Papers, E-Books & more. Go to http://www.vustudents.net and

More information

8 Chapter Eight. Digital Marketing. Digital Marketing. Digital Marketing. Chapter Objectives. Chapter Objectives F I G U R E 8. 1

8 Chapter Eight. Digital Marketing. Digital Marketing. Digital Marketing. Chapter Objectives. Chapter Objectives F I G U R E 8. 1 8 Chapter Eight Digital Marketing 8 Digital Marketing Chapter Objectives 1. What is digital marketing? 2. How has the transition to Web 4.0 affected the field of marketing communications? 3. How can e-commerce

More information

ASIA PACIFIC ADVERTISING TRENDS

ASIA PACIFIC ADVERTISING TRENDS ASIA PACIFIC ADVERTISING TRENDS April 2017 Table of Contents Executive Summary 1-24 Sources And Methodology 3 Overview 4-8 Asia Pacific Advertising Revenue (US$ mil.) 5 Asia Pacific Advertising Market

More information

Learning Objectives. Learning Objectives 17/03/2016. Chapter 15 The Internet: Digital and Social Media

Learning Objectives. Learning Objectives 17/03/2016. Chapter 15 The Internet: Digital and Social Media Chapter 15 The Internet: Digital and Social Media Copyright 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

More information

Brand Management. Online Course Level 1. (Part of ISB Customer Behavior & Branding PGPpro)

Brand Management. Online Course Level 1. (Part of ISB Customer Behavior & Branding PGPpro) Brand Management Online Course Level 1 (Part of ISB Customer Behavior & Branding PGPpro) V. Kumar, PhD Regents Professor, Richard and Susan Lenny Distinguished Chair & Professor of Marketing, Executive

More information

Marketing: Managing Profitable Customer Relationships

Marketing: Managing Profitable Customer Relationships Marketing: Managing Profitable Customer Relationships Chapter 1 Learning Goals 1. Define marketing and the marketing process. 2. Explain the importance of understanding customers and identify the five

More information

Category Management Effective Promotions

Category Management Effective Promotions 2006 Category Management Effective Promotions Tony Almeida Director of Training & Development Kraft Foods International July 2009 The Kraft 3-Step Category Builder Category Review Category Definition Category

More information

Role & Challenge Of IMC In Facilitating The Success Of Brands Week 01. W. Rofianto

Role & Challenge Of IMC In Facilitating The Success Of Brands Week 01. W. Rofianto Role & Challenge Of IMC In Facilitating The Success Of Brands Week 01 W. Rofianto What is Marketing? Marketing is the activity, set of institutions, and processes for creating, communicating, delivering,

More information

Chapter 14 Integrated Marketing Communications Strategy Notes

Chapter 14 Integrated Marketing Communications Strategy Notes Chapter 14 Integrated Marketing Communications Strategy Notes The Promotion Mix promotion mix (marketing communications mix) blend of promotion tools (advertising, public relations, personal selling, sales

More information

PRELIMINARY. Principles of Advertising Course Syllabus

PRELIMINARY. Principles of Advertising Course Syllabus PRELIMINARY Principles of Advertising Course Syllabus Instructor: Michelle Greenwald Class Schedule: Monday & Wednesday 1:30 2:50 PM Fall Term Starting August 30th Office Hours: Before class by appointment

More information

MARKETING CHANNEL TYPES

MARKETING CHANNEL TYPES MARKETING CHANNEL TYPES This is a comprehensive list of marketing channels as of the time of writing. Given the rapidly evolving world of marketing, there will always be new marketing channels or new ways

More information

15/02/ Developing Pricing Strategies and Programs. Chapter Questions. Synonyms for Price

15/02/ Developing Pricing Strategies and Programs. Chapter Questions. Synonyms for Price 1 14 Developing Pricing Strategies and Programs Chapter Questions How do consumers process and evaluate prices? How should a company set prices initially for products or services? How should a company

More information

Chapter 2 Marketing. Different types of markets

Chapter 2 Marketing. Different types of markets Chapter 2 Marketing Marketing is the management process involved in identifying, anticipating and satisfying customer requirements profitably. Source: The Institute of Marketing. There are many different

More information

Focus Area Level Report Including Knowledge and Skills, and Performance Indicators

Focus Area Level Report Including Knowledge and Skills, and Performance Indicators Including Knowledge and Skills, and BIPA01.01 Implement business ethics, regulations and safeguards to protect the business and to create trust. BIPA01.01.01.00 Apply ethics and government regulations

More information