Exam 3 Marketing

Is used in conjuction with the other IMC tools.

Import more than export

• -Stage of economic development
• -Economic Infrastructure
• -Standard of living
• -Per capita income
• -Distribution of wealth
• -Currency Stability
• -Exchange rates

• -Size of population
• -Number of households
• -Household size
• -Age distribution
• -occupation distribution
• -education levels
• -employment rate
• -Income levels

• -Surveying
• -mapmaking
• -guiding
• -fire starting

Focused on building a customer partnership

• -Language
• -Lifestyles
• -Values
• -Norms and customs
• -Ethics and moral standards
• -taboos

• -perceived (price to value proposition)
• -Customer service
• -Product quality

• -government policies
• -laws and regulations
• -political stability
• -nationalism
• -attitudes toward multinational companies

• -Brands that can be adapted for visual appeal
• -Brands promoted iwth image campaigns playing to universal needs values and emotions
• -High tech products new to the world
• -products with a nationalistic flavor
• -products appealig to universally similar tastes interests needs and values

Most dominant strategy. Think globally and act locally

Sales promotion growing, must adapt to local market to be successful

• Local and Industry Groups
• -Better Business Bureau (BBB)
• -National Advertising Review Council (NARC)
• -Distilled Spirits Council (DISCUS)
• -American MEdical Association (AMA)

• State and Federal Agencies
• -Federal Trade commision (FTC)
• -Federal Communications Commission (FCC)
• -Food and Drug Administration (FDA)
• -U.S. Postal Service (USPS)

Largest and Best

• Appeal Unit
• Council-->NAD-->Board

• -Federal Communications Commusion (FCC)
• -Food and Drug administration (FDA)
• -U.S Postal service
• -Bureau of Alcohol, Tobacco, and Firearms
• -Federal Trade Commission (FTC)

• 1914
• Wheeler lea Amendment (1938)
• Three Major Divisions
• -Consumer Protections
• -Economics
• -Competition

• The very best...
• Made form the best stuff on Earth....
• The ultimate driving machine....
• The wonder drug that works wonders....

• FTC programs to prevent deciptive advertising
• -Affirmative Disclosure
• -Advertising Substantiation

• FTC programs to deal with deceptive advertising after it occurs
• -Cease and Desist Orders
• -Consent Orders
• -Corrective Advertising

Company ability to sue another company for deceptive ads.

• Contest/ Sweepstakes
• -Cannot be a lottery
• -Rules and details must be fully disclosed

• Premiums
• -Cannot misrepresent their value
• -Care must be taken with special audiences

Prohibits price discrimination

Must not violate any stipulations of the Robinson-Patman Act

Co-op funds must be equal and non discriminatory

Moral principles and values that govern the actions and decisions of an individual or group

*Lapse in ethical standards can be more damaging than advertising and promotion

Flase or misleading claims

• Adverising as offensive or in bad taste
• (sexual)

Pro or Cons?

Companies struggle because they lack diversity among employee and ad agencies multicultural adv.

makes us aware of products and services

• Assess situation, determine needs
• Present ability to satisfy needs
• Get order

• More Casual role
• Often involves straight rebuying

• Essentially a support role
• May not actually take orders

• Advantages:
• Two way interactions with prospect
• message can be tailored to recipient
• Prospect isnt likely to be distracted
• Seller involved in purchase decision
• Source of research information

• Disadvantages
• Messages may be inconsistent
• Possible management sales force conflict
• Cost is often extremely high
• Reach may be very limited
• Potential ethical problems

• Orders
• Sales Volume
• Margins
• Customer Accounts
• Sales Calls
• Selling Expenses
• Customer Service

Both Are