Marketing 201 (Set 2)
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What is the Marketing Communications Mix?
Explain each part of the marketing communications mix?
- Advertising: Paid form of non-personal presentation and promotion of ideas, goods, etc.
- Sales Promotion: Short-term incentive to encourage purchase.
- Direct marketing: Direct communications with target and obtain immediate response and lasting relationships.
- Public Relations: Building good relations and corporate image.
- Personal Selling: Personal presentations by the firm for the purpose of sales.
Depict Push and Pull?
- Pull (aimed at final consumers)
- - Coupons, Samples, Displays, Contests, etc.
- (aimed at middle men); Price deals, allowances, sales contests.
- (aimed at sales force); contests, bonuses, meetings
What are some problems with sales promotion?
- Wide variety. Custom designed to be used once.
- Little expertise develops.
- Responsibility for these activities is bounced around executives.
- Promotion; all other forms of communications between two groups which calls for attention to a specific thought such as a product/service.
Difference between sales promotion/advertising?
- Sales promotion: moves product to consumer.
- Advertising: Moves consumer to product.
- Advertising: Builds brand loyalty.
- Sales promotion: Destroy brand loyalty.
Depict promotional tools used over product cycle?
Depict the push and pull strategies.
What are the different ways of setting the promotion budget?
- Affordable: Set at level management thinks it can afford. (Ignores effects of promotion on sales)
- Percentage of Sales: Sets budget at a percentage of forecasted sales. (Wrongly views sales as the cause rather than result of promotion)
- Competitive-parity method: Sets budget to match competitor's outlays. (Companies differ greatly though...)
- Objective and task method: Sets budget to what firm wants to accomplish.
What are some forms direct marketing?
- Face-to-Face marketing.
- Direct email.
- Catalogue marketing.
- Direct-reponse TV marketing.
- Kiosk marketing.
- Online marketing.
What are upstream partners? (Supply Chain)
Partners who include raw material suppliers, components, parts, information, finances, expertise to create a product/service.
What are downstream partners (Supply chain)
Marketing channels or distribution channels that look toward the customer.
Why use marketing intermediaries?
- Create greater effiencies.
- Transform product assortment into assortment wanted by consumers.
- Match supply with demand.
- Services and ideas available to target market.
- Reduce number of channel transactions.
Distribution Channel Functions?
- Physical distribution.
- Risk Taking.
- Environment sustainability.
I Probably Can't Match Nixon's Priority For Risk Environment.
An event that occurs when a product or service producers cut out intermediaries and go directly to final buyers, or when radically new types of channel intermediaries replace traditional ones.
Depict basic channels of Citibank, Nissan, Del Monte and Procter & Gamble.
Depict Consumer Channels.
Depict number of intermediaries.
- Intensive Distribution
- As many outlets as possible
- Convenience goods
- Selective distribution
- More than one, but not all outlets.
- Shopping goods
- Exclusive distribution
- One outlet per market area
- Specialty goods.
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