marketing slides
TRANSCRIPT
Group Members Sheraz Jhangir Hussan Nasir Fiaz Ahmed Sohaib Aslam
Abrar Ahmed Ansar NadeemRaheel BukhariBilal Iftkhar
Objective
• Advertising and Promotion• What is Distribution in Marketing• Distribution Strategy• Integrated Marketing Communication• pricing strategies• Personal selling
Advertising
• The means of providing the most persuasive possible selling message to the right prospects at the lowest possible cost.
• Advertising is any paid form of non-personal presentation and promotion of ideas, goods and services through mass media such as newspapers, magazines, television or radio by an identified sponsor.
5 Stages of well-managed advertising
• 1: Set Advertising Objectives inform, persuade, remind .• 2: Set the Advertising Budget• 3: Determine the key Advertising Messages Meaningful, Distinctive , Believable• 4: Decide which Advertising Media to Use Reach, Frequency, Media Impact • 5: Evaluate the results of the Advertising Campaign
• The Communication Effects • The Sales Effects
Promotion• Promotion is all about companies communicating
with customers.
• A business' total marketing communications programme is called the "promotional mix
Promotional Mix
• Advertising• Personal Selling• Sales Promotion• Publicity
Push and pull marketing strategies• Push strategy• Pull strategy
Methods of Sales Promotion
• Money off coupons • Competitions• Discount vouchers • Free gifts • Point of sale materials • Loyalty cards • Loyalty cards
Distribution (Place) • Place (or its more common name “distribution”) is about how a
business gets its products to the customers.
• To make products available in the right place at the right time in the right quantities
distribution channels, • Retailers • Distributors / Sales Agents • Direct (e.g. via e-commerce) • Wholesalers
Distribution Channels
Functions of Distribution
• Information• Promotion• Contact• Matching• Negotiation• Physical distribution• Financing• Risk taking
Distribution Strategy
• Vertical Marketing Systems • Horizontal Marketing Systems
Selecting members within a channel
• 1. Market Coverage,• 2. Sales Forecast, • 3. Cost, • 4. Other Resources, • 5. Profitability, • 6. Control, • 7. Motivation, • 8. Reputation, • 9. Competition, • 10. Contracts
Price determination
• price is the amount of money or goods for which a thing is bought or sold
• The price of a product may be seen as a financial expression of the value of that product.
Pricing Strategies
Market price policies
• Market-minus price policy• Market-level price policy• Market-plus price level
Integrated Marketing Communication
Personal selling
Personal selling can be defined as follows:
• Personal selling is oral communication with potential buyers of a product with the intention of making a sale.
Sales force
• Prospecting • Communicatin• Selling • Servicing• Information gathering • Allocating
Personal Selling
• Pre-sale preparation• Prospecting • Approaching • Presentation • Demonstration• Handling objections• Closing the sale• Post-sale follow-up
advantages of using personal selling
• Customised to meet the needs of the customer• To respond directly and promptly to customer
questions and concerns• A good way of getting across large amounts of
technical or other complex product information• The face-to-face sales meeting• Build good long-term relationships
disadvantages of personal selling
• The main disadvantage of personal selling is the cost of employing a sales force.
• This is not a cost-effective way of reaching a large audience.