copyright © 2009 pearson education canada 12-1 chapter 12 developing distribution and...
Post on 12-Jan-2016
213 Views
Preview:
TRANSCRIPT
Copyright © 2009 Pearson Education Canada 12-1
Chapter Chapter 12 12
DevelopingDeveloping
Distribution andDistribution and
PromotionalPromotional
StrategiesStrategies
Copyright © 2009 Pearson Education Canada 12-2
Distributing Distributing ProductsProducts
• Distribution Strategy– Overall plan for moving products to buyers– Most firms don’t sell directly to final users
• Marketing Intermediaries– Business people and organizations that
facilitate movement of goods from producers to consumers
Copyright © 2009 Pearson Education Canada 12-3
Wholesaler and Retailer Wholesaler and Retailer RolesRoles
• Match buyers and sellers
• Provide market information
• Offer promotional and sales support
• Gather an assortment of goods
• Transport and store products
• Assume risks
• Provide financing
Copyright © 2009 Pearson Education Canada 12-4
Types of Retail StoresTypes of Retail Stores
• Category killer
• Convenience store
• Department store
• Discount store
• Factory/retail
outlet
• Hypermarket
• Off-price store
• On-line retailers
• Specialty store
• Supermarket
• Warehouse club
Copyright © 2009 Pearson Education Canada 12-5
How Intermediaries Simplify CommerceHow Intermediaries Simplify Commerce
Copyright © 2009 Pearson Education Canada 12-6
Alternative Distribution Alternative Distribution ChannelsChannels
Consumer Goods and Services
ProducerProducer
ProducerProducer
ProducerProducer
ProducerProducer Agent/BrokerAgent/Broker
WholesalerWholesaler
WholesalerWholesaler
RetailerRetailer
RetailerRetailer
RetailerRetailer
ConsumerConsumer
ConsumerConsumer
ConsumerConsumer
ConsumerConsumer
Copyright © 2009 Pearson Education Canada 12-7
Channel Selection Channel Selection FactorsFactors
MarketMarketcoveragecoverageMarketMarket
coveragecoverage
CostCostCostCost
ControlControlControlControl
ChannelChannelconflictconflictChannelChannelconflictconflict
Copyright © 2009 Pearson Education Canada 12-8
Managing Distribution
ForecastingForecasting
Inventory controlInventory control
Order processingOrder processing
WarehousingWarehousing
Materials handlingMaterials handling
TransportationTransportation
Copyright © 2009 Pearson Education Canada 12-9
Distribution Strategy Distribution Strategy and the Internetand the Internet
ImproveImproveefficiencyefficiency
ExpandExpandmarket reachmarket reach
Copyright © 2009 Pearson Education Canada 12-10
Promotional StrategiesPromotional Strategies
Promotional goals
Product variables
Promotional mix
Copyright © 2009 Pearson Education Canada 12-11
Choosing a Marketing Choosing a Marketing ApproachApproach
WholesalerWholesaler RetailerRetailer ConsumerConsumerProducerProducer
WholesalerWholesaler RetailerRetailer ConsumerConsumerProducerProducer
Communication FlowCommunication Flow
Push StrategyPush Strategy
Pull StrategyPull StrategyCommunication FlowCommunication Flow
Copyright © 2009 Pearson Education Canada 12-12
Setting PromotionalSetting PromotionalGoalsGoals
InformInformInformInform RemindRemindRemindRemindPersuadePersuadePersuadePersuade
Copyright © 2009 Pearson Education Canada 12-13
Analyzing Product Analyzing Product VariablesVariables
Nature ofNature ofthe productthe product
Price ofPrice ofthe productthe product
Product’s positionProduct’s positionin its life cyclein its life cycle
Copyright © 2009 Pearson Education Canada 12-14
Selecting the Selecting the Promotional MixPromotional Mix
Personal sellingPersonal selling
AdvertisingAdvertising
Direct marketingDirect marketing
Sales promotionSales promotion
Public relationsPublic relations
Copyright © 2009 Pearson Education Canada 12-15
Personal Selling Personal Selling ProcessProcess
ProspectingProspecting1
PreparingPreparing2
ApproachingApproaching3
PresentingPresenting4
Handlingobjections
Handlingobjections
5
ClosingClosing6
Following UpFollowing Up7
Copyright © 2009 Pearson Education Canada 12-16
Advertising and Direct Advertising and Direct MarketingMarketing
Product awareness
Product image
Consumer demand
Copyright © 2009 Pearson Education Canada 12-17
Direct Marketing Direct Marketing VehiclesVehicles
Direct mailDirect mail
Targeted E-mailTargeted E-mail
TelemarketingTelemarketing
InternetInternet
Copyright © 2009 Pearson Education Canada 12-18
Advertising CategoriesAdvertising Categories
NationalNationalNationalNational LocalLocalLocalLocal CooperativeCooperativeCooperativeCooperative
ProductProductProductProduct InstitutionalInstitutionalInstitutionalInstitutional
Copyright © 2009 Pearson Education Canada 12-19
Major Advertising MediaMajor Advertising Media
RadioRadioRadioRadio MagazinesMagazinesMagazinesMagazines InternetInternetInternetInternet
NewspapersNewspapersNewspapersNewspapers TelevisionTelevisionTelevisionTelevision Direct MailDirect MailEmailEmail
Direct MailDirect MailEmailEmail
Copyright © 2009 Pearson Education Canada 12-20
Sales PromotionSales Promotion
ConsumerConsumerpromotionpromotion
TradeTradepromotionpromotion
Copyright © 2009 Pearson Education Canada 12-21
Consumer Consumer Sales PromotionSales Promotion
• Coupons
• Rebates
• Point-of-purchase (POP)
• Special-event sponsoring
• Cross -promotion
• Samples
• Premiums
• Specialty advertising
Copyright © 2009 Pearson Education Canada 12-22
Trade PromotionsTrade PromotionsTrade PromotionsTrade Promotions
Contests orContests orsweepstakessweepstakesContests orContests or
sweepstakessweepstakes
TradeTradeallowancesallowances
TradeTradeallowancesallowances
Travel bonusTravel bonusprogramsprograms
Travel bonusTravel bonusprogramsprograms
DisplayDisplaypremiumspremiumsDisplayDisplay
premiumspremiums
Copyright © 2009 Pearson Education Canada 12-23
Public RelationsPublic Relations
News releaseNews releaseNews releaseNews release News conferenceNews conferenceNews conferenceNews conference
ProductProductdemonstrationsdemonstrations
ProductProductdemonstrationsdemonstrations
ImportantImportantnewsnews
ImportantImportantnewsnews
MediaMediaquestionsquestions
MediaMediaquestionsquestions
Copyright © 2009 Pearson Education Canada 12-24
IMCIMC
Integrated Marketing Integrated Marketing CommunicationsCommunications
PublicPublicRelationsRelations
PersonalPersonalSellingSelling
AdvertisingAdvertisingDirectDirectMarketingMarketing
SalesSalesPromotionPromotion
EffectivenessEffectiveness
ConsistencyConsistency
Imp
act
Imp
actC
lari
tyC
lari
ty
top related