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promotional mix
- overall range of techniques available to the marketer
- advertising: any paid form of non-personal communication of ideas or products in the prime media
- sales promotion: incentives to consumers or the trade that are designed to stimulate purchase
- publicity: communications for a product or business by placing information about it in the media without paying for the time/space directly
- sponsorship: the association of the company or its products with an individual, event or organization
- direct marketing: the distribution of products, information and promotional benefits to target consumers through interactive communication in a way that allows response to be measured
- digital marketing: the distribution of products, information, and promotional benefits to consumers and business through digital technologies
- personal selling: oral communication with prospective purchasers with the intention of making a sale
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considerations for choice of promotional mix
- resource availability and the cost of promotional tools
- market size and concentrations
- customers information needs
- product characteristics
- push versus pull strategies
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communication process
- source
- encoded message
- transmission
- decoded message
- receiver (who then gives feedback to source)
- noise going on the entire time
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framework for implementing integrated marketing communications
- marketing strategy
- positioning strategy
- communications decisions (identify target audience, set communication objectives, create message, select promotional mix, set promotional budget)
- executive integrated marketing communications strategy
- evaluate integrated marketing communications strategy
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sales promotions key reasons
- increased impulse purchasing
- the rising cost of advertising and advertising clutter
- shortening time horizons
- competitor activities
- measurability
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consumer and trade promotions
- consumer promotions: coupons, premiums, money off, bonus packs, free samples, prize promotions, loyalty cards
- trade promotions: price discounts, competiions, allowances, free goods
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an organizations publics
- media: tv, press, radio
- finance: shareholders, stockbrokers, fund managers, banks
- employees: staff, trades unions representatives
- commercial: customers, distribution, suppliers
- government: parliament, civil service, local authorities
- public: local communities, pressure groups, opinion leaders, general public
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being or doing something first
- marketing issues: new products, research breakthroughs (future new products), large orders/contracts, sponsorships, price changes, service changes, new logos, export success
- production issues: productivity achievements, employment changes, capital investments
- financial issues: financial statements, acquisitions, sales/profit achievements
- personal issues: training awards, winners of company contests, promotions/new appointments, success stores, visits by famous people, reports of interviews
- general issues: conferences/seminars/exhibitions, anniversaries of significant events
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database marketing
- product info
- transactional info
- customer and prospects info
- promotional info
- geodemographic info
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main applications of database marketing
- direct mail
- telemarketing
- distributor management system
- loyalty marketing
- target marketing
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B2C points of contact
- telephone
- distributors
- fax
- websites
- email
- salesforce
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key ways of using customer relationship management (CRM)
- targeting
- enquiry management
- welcoming
- getting to know
- customer development
- managing problems
- win-back
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managing a direct marketing campaign
- marketing strategy
- identify and understand target audience
- campaign objectives
- media decisions & creative decisions
- execute and evaluate campaign
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digital media business opportunities
- B2B: covisint.com
- B2C: amazon, itunes, google
- C2B: priceline
- C2C: ebay, facebook, myspace
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unique to digital marketing
- control
- co-creation
- identification
- instantaneous
- interactivity
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forms of digital marketing
- viral marketing
- mobile marketing
- interactive television advertising
- internet marketing
- search advertising
- email marketing
- social media marketing
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selling process
- preparation
- the opening
- need and problem identification
- presentation and demonstration
- dealing with objections
- closing the sale
- the follow up
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