powerpoint promotion

IBMMK108R1

E- lecture Marketing

Promotion

Lecture made by :Esmae Ajlane 0804160Jessie Lei 0814971Yuki Deng 0814957Sanne Huisman 0812504

7-2Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006

Principles of Marketing

Welcome to this E- lecture. With this E- lecture we wantto prepare you as a student for you exam.

Contents of this e- lecture:Study material and a mulitiple choice quiz.

We hope you enjoy! Good luck.

Principles of Marketing

Learning objectives:

• Understanding (the importance of) marketing for an organisation and its environment;

• Understanding why promotion segment occupies functional and psychological roles in marketing;

• Explaining how the promotion segment influence the communication among all parts in market;

•Explaining how manufactures, retailers stimulate consumption of costumers via promotion;


Lecture about• Market identification and market mix

• Promotion in overall

• Integrated marketing communication

• Sales promotion

-Advertising

-Personal selling

-Public relations

• Sales management

• Direct marketing

• Sponsorship


• Do Quiz after the lecture in class

• Overview and conclude the contents to help students understanding what they gain in lecture

Lecture starts

Marketing Promotion


Definition of marketing

Marketing is the management process responsible for identifying,

anticipating, and satisfying customer requirements profitably

Marketing is the process of planning and executing the conception, pricing,

promotion, and distribution of ideas, goods, and services to create

exchange and satisfy individual and organisational objectives


Wider Definition of Marketing

Marketing is to establish, maintain, and enhance relationships with

customers and other partners, at a profit, so that the parties involved are

met. This is achieved by mutual exchange and fulfillment of promises.

(Grönroos, 1997)


The Marketing Mix: Product and Promotion

Product

• Development

• Management

• Features/benefits

• Branding

• Packaging

• After-sales service

Promotion

• Communication mix

• Advertising

• Sales promotion

• Sales

• Public relations

• Direct marketing


The Marketing Mix: Price and Place

Price

• Costs

• Profitability

• Value for money

• Competitiveness

• Incentives

Place

• Access to market

• Channel structure

• Channel management

• Retailer image

• Logistics


Additional Ps

• People

• Processes

• Physical evidence


Promotion

Consumer goods

Non-profit marketing

Industrial goods

Service goodsSmall business

marketing

Internationalmarketing


Integrated marketing communication

• Five elements of the promotional mix.

- Advertising

- Personal selling

- Public relations

- Direct marketing

- Sales promotion

{Advertising,personal selling, public relations}


Advertising

• a 'paid for' communication

• Contents

Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.


Personal Selling

• Personal selling is an effective way to manage personal customer relationships

• Contents

Telemarketing (face-to-face or via telephone)

Sales presentations

Sales meetings

Sales training

Samples


Public relation

• Contents

Newspaper and magazine articles/reports

TVs and radio presentations

charitable contributions

speeches

issue advertising

seminars


Media selection

• Target audience

• Campaign objective

• Timing

• Geographic focus

• Budget

• Competitive environment

Factors influencing;


Direct marketing

• Attempts to send its messages directly to consumers, without the use of intervening media.

• Commercial Communications - E-mail

- Telemarketing

- Direct mail


Product Defined

Product is a physical good, service, idea, person, or place that is capable of

offering tangible and intangible attributes that individuals or organisations regard

as so necessary, worthwhile or satisfying that they are prepared to exchange

money, patronage or some other unit of value to acquire it.

http://www.nytimes.com/packages/html/business/20070829_MATTEL_FEATURE/index.html


Anatomy of the product• Dealer• Promotion• Maintenance• Financing• Insurance• Environment

• Accessories •Technology• User friendliness

• Image• Design• Future design• Technological Development

• Transportation• Safety• Pride / show-off• Freedom• Distinction•Technology


Branding

Branding seeks to create and communicate a three-dimensional character for a product that is not

easily copied or damaged by competitors’ efforts.


Brand Defined

A brand consists of any name, design, style, words, or symbols,

singly or in combination, that distinguish one product from another

in the eyes of the customer.


Trademarks are among the most economically efficient promotion tools.

• Trademarks can work effectively across borders, cultures, and languages.– Famous marks can be recognized as brands

even when the native population speaks a different language and reads a different alphabet.


The world’s top twenty most well-known brands 2001

1 Mc Donald's 11 IBM

2 Coca Cola 12 Nike

3 Disney 13 Johnson & Johnson

4 Kodak 14 Visa

5 Sony 15 Nescafe

6 Gillette 16 Kellogg's

7 Mercedes Benz 17 Pepsi Cola

8 Levis 18 Apple Computer

9 Microsoft 19 BMW

10 Marlboro 20 American Express

(source: Interbrand study, 2001).


The Benefits of Branding

Branding

The consumer

The retailer

The manufacturer


Benefits of Branding for the Consumer

• Easier product identification

• Communicates features and benefits

• Helps product evaluation

• Establishes product’s position

• Reduces risk

• Creates interest


Benefits of Branding for the Retailer

• Helps create loyalty

• Defends against competition

• Creates differential advantage

• Allows premium pricing

• Helps targeting/ positioning

• Increases power over manufacturer

Lecture time over

Let’s go to next slide and do Quiz


Time For the Quiz !!

• Go to

• http://www.thesistools.com/?qid=84877&ln=engMake the 15 questions and write all your answers down. You can check your answers afterwards.


Extra exercise Crosstest about marketing!

• http://www.learnmarketing.net/crosstest.htm