promotion the function of informing, persuading, and influencing a purchase decision. integrated...
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• Promotion The function of informing, persuading, and influencing a purchase decision.
INTEGRATED MARKETING COMMUNICATIONS
• Coordination of promotional activities to produce a unified customer-focused message.
• Must take a broad view and plan for all form of customer contact.
• Elements include personal selling, advertising, sales promotion, publicity, and public relations.
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THE PROMOTIONAL MIX
• Combination of personal and nonpersonal selling techniques designed to achieve promotional objectives.
• Personal selling
• Nonpersonal selling
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Objectives of Promotional Strategy• Differentiate product
• Provide information
• Stabilize sales
• Increase sales
• Accentuate product value
Promotional Planning• Product placement
• Guerilla marketing
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ADVERTISING
• Paid nonpersonal communication delivered through various media and designed to inform, persuade, or remind members of a particular audience.
Types of Advertising• Product advertising, institutional advertising, cause
advertising
Advertising and the Product Life Cycle• Informative advertising, persuasive advertising, and
reminder-oriented advertising.
Advertising Media• All media offer advantages and disadvantages
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SALES PROMOTION
Consumer-Oriented Promotions• Premiums, coupons, rebates, samples
• Games, contest, and sweepstakes
• Specialty advertising
Trade-Oriented Promotions• Sales promotion geared to marketing intermediaries
rather than to consumers.
• Point-of-purchase (POP) advertising.
• Promote goods and services at trade shows.
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PERSONAL SELLING
• A person-to-person promotional presentation to a potential buyer.
Sales Tasks• Order processing, creative selling, missionary selling,
telemarketing
The Sales Process
Public Relations• Public organization’s communications and relationships
with its various audience.
Publicity• Stimulation of demand by disseminating news or obtaining
favorable unpaid media presentations.
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PROMOTIONAL STRATEGY
Pushing and Pulling Strategies• Pushing relies on personal selling to market an item
within a company’s distribution channels.
• Pulling promotes a product by generating demand.
• Most marketing situations require combinations of pushing and pulling strategies.
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ETHICS IN PROMOTION
Puffery and Deception• Exaggeration about the benefits or superiority of a
product.
• Deliberately making promises that are untrue.
Promotion to Children and Teens• Children and teens have enormous purchasing power but
cannot analyze advertising messages.
Promotion in Public Schools and on College Campuses
• Schools earn income from in-school advertising, but it is generating backlash.
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PRICING OBJECTIVES IN THE MARKETING MIX
• Price Exchange value of a good or service.
Pricing Objectives:
• Profitability
• Volume
• Meeting Competition
• Prestige
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PRICING STRATEGIES
Price Determination in Practice• Cost-based pricing
Breakeven Analysis• Pricing technique used to determine the minimum sales
volume a product must generate at a certain price level to cover all costs.
Alternative Pricing Strategies• Skimming pricing
• Penetration pricing
• Everyday low pricing
• Discount pricing
• Competitive pricing
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CONSUMER PERCEPTIONS OF PRICE
Price-Quality Relationships• Consumers’ perceptions of quality closely tied to
price.
Odd Pricing• Setting prices in uneven amounts or amounts that
sound less than they really are.
• Also used as a signal a product is on sale.