chapter 16 mcgraw-hill/irwin copyright © 2009 by the mcgraw-hill companies, inc. all rights...
Post on 21-Dec-2015
216 views
TRANSCRIPT
![Page 1: chapter 16 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling and Sales](https://reader030.vdocuments.mx/reader030/viewer/2022032521/56649d5d5503460f94a3ccd6/html5/thumbnails/1.jpg)
![Page 2: chapter 16 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling and Sales](https://reader030.vdocuments.mx/reader030/viewer/2022032521/56649d5d5503460f94a3ccd6/html5/thumbnails/2.jpg)
chapter16
McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.
IMC: Direct Marketing, Personal Selling and
Sales Promotion
![Page 3: chapter 16 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling and Sales](https://reader030.vdocuments.mx/reader030/viewer/2022032521/56649d5d5503460f94a3ccd6/html5/thumbnails/3.jpg)
16-3
Chapter 16 Objectives
Discuss the importance of relationship marketing & IMC
Define direct marketingand its role in IMC
Explain the importance of databases to direct marketers
Discuss the IMC role of personal selling
Describe the advantages & drawbacks of personal selling
Define sales promotion& its importance as a communications tool
Explain push and pull strategies & giveexamples of each
Identify benefits & drawbacks of sales promotion
![Page 4: chapter 16 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling and Sales](https://reader030.vdocuments.mx/reader030/viewer/2022032521/56649d5d5503460f94a3ccd6/html5/thumbnails/4.jpg)
16-4
By Using Linkage Media
Understanding Direct Marketing & Its Role in IMCDirect marketing is communication that . . .
GeneratesStore or Business
Traffic
GeneratesDirectOrders
PromptsInformation Requests (Leads)
Builds & Maintains a Customer Database
Loyalty Programs
CustomerLifetime
Value (CLV)
![Page 5: chapter 16 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling and Sales](https://reader030.vdocuments.mx/reader030/viewer/2022032521/56649d5d5503460f94a3ccd6/html5/thumbnails/5.jpg)
16-5
Understanding Direct Marketing & Its Role in IMC
Negative, sales-oriented reputation of direct marketing
Enjoyment of visiting retail stores
Hesitation to buy goods not seen, touched or tried
Privacy concerns
Glut of direct marketing messages
Lack of prestige of direct marketing media
Drawbacks to Direct Marketing
![Page 6: chapter 16 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling and Sales](https://reader030.vdocuments.mx/reader030/viewer/2022032521/56649d5d5503460f94a3ccd6/html5/thumbnails/6.jpg)
16-6
DirectMail
Types of Direct Marketing
Catalog
DirectResponse
Ads
![Page 7: chapter 16 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling and Sales](https://reader030.vdocuments.mx/reader030/viewer/2022032521/56649d5d5503460f94a3ccd6/html5/thumbnails/7.jpg)
16-7
Types of Direct Marketing
L.L. Bean’s catalog makes it convenient for customers to order the company’s products from home
![Page 8: chapter 16 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling and Sales](https://reader030.vdocuments.mx/reader030/viewer/2022032521/56649d5d5503460f94a3ccd6/html5/thumbnails/8.jpg)
16-8
Types of Direct Marketing
DirectMail
Interactive Broadcast
Catalog
DirectResponse
Ads
![Page 9: chapter 16 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling and Sales](https://reader030.vdocuments.mx/reader030/viewer/2022032521/56649d5d5503460f94a3ccd6/html5/thumbnails/9.jpg)
16-9
Advantages:
Mostpersuasive
Best way toestablish arelationship
Interactive
Drawbacks:
Laborintensive
Cost Reputation Easy to ruin
relationship
Advantages:
Cost Customer acceptance Interactive
Types of Direct Marketing
Personal TelemarketingDirectSelling
![Page 10: chapter 16 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling and Sales](https://reader030.vdocuments.mx/reader030/viewer/2022032521/56649d5d5503460f94a3ccd6/html5/thumbnails/10.jpg)
16-10
Role of Personal Selling in IMC
Communication functions of sales representatives
Building Client
Relationships
GatheringInformation
for Company
FulfillingCustomer
Orders
Providing Information to
Customers
![Page 11: chapter 16 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling and Sales](https://reader030.vdocuments.mx/reader030/viewer/2022032521/56649d5d5503460f94a3ccd6/html5/thumbnails/11.jpg)
16-11
Trade Shows
Trade Show Booths and Exhibits
Planning
Promotion
Budgeting
People
Productivity
![Page 12: chapter 16 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling and Sales](https://reader030.vdocuments.mx/reader030/viewer/2022032521/56649d5d5503460f94a3ccd6/html5/thumbnails/12.jpg)
16-12
Trade ShowsHow customers learn about trade shows
![Page 13: chapter 16 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling and Sales](https://reader030.vdocuments.mx/reader030/viewer/2022032521/56649d5d5503460f94a3ccd6/html5/thumbnails/13.jpg)
16-13
Negative Effect on
Brand Value
Positive Effect on
Brand Volume
Role of Sales Promotion in IMC
Value-added tool to accelerate product’smovement from producer to consumer
rebate sweepstakesor contestcoupon “freebie”
sponsorshipspecialpricing
![Page 14: chapter 16 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling and Sales](https://reader030.vdocuments.mx/reader030/viewer/2022032521/56649d5d5503460f94a3ccd6/html5/thumbnails/14.jpg)
16-14
Snapple used sales promotion and product positioning to advertise its Mango Madness flavor
Insert photo 10.15, p. 323
Snapple ad
Position = 2.9” horiz., 1.5” vertical
Size = 5.7” WIDE
Resolution: 300 dpi
Role of Sales Promotion in IMC
![Page 15: chapter 16 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling and Sales](https://reader030.vdocuments.mx/reader030/viewer/2022032521/56649d5d5503460f94a3ccd6/html5/thumbnails/15.jpg)
16-15
Types of Trade Promotions
Sales PromotionStrategies and Tactics
Slotting Allowances Trade Deals
Display Allowances Buyback Allowances
Allowances Meetings/Conventions
Premiums & Contests
Push Money & Spiffs
Co-op Advertising
Push
ProducerEnd
usersResellersMarketing
CommunicationsMarketing
Communications
![Page 16: chapter 16 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling and Sales](https://reader030.vdocuments.mx/reader030/viewer/2022032521/56649d5d5503460f94a3ccd6/html5/thumbnails/16.jpg)
16-16
Sales PromotionStrategies and Tactics
Rapala uses trade promotion to increase distribution
![Page 17: chapter 16 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling and Sales](https://reader030.vdocuments.mx/reader030/viewer/2022032521/56649d5d5503460f94a3ccd6/html5/thumbnails/17.jpg)
16-17
Sales PromotionStrategies and Tactics
Manufacturers like DeWalt often pay a fee for in-store exhibits
![Page 18: chapter 16 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling and Sales](https://reader030.vdocuments.mx/reader030/viewer/2022032521/56649d5d5503460f94a3ccd6/html5/thumbnails/18.jpg)
16-18
Sales PromotionStrategies and Tactics
Pull
ProducerEnd
usersResellersMarketing
Communications
Marketing Communications
Marketing Communications
Types of Sales Promotions
P-O-P Materials VIP Cards
Refunds & Rebates Sampling
Combination Offers
Coupons
Contest/Sweepstakes
Premiums
![Page 19: chapter 16 McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved. IMC: Direct Marketing, Personal Selling and Sales](https://reader030.vdocuments.mx/reader030/viewer/2022032521/56649d5d5503460f94a3ccd6/html5/thumbnails/19.jpg)
16-19
Sales PromotionStrategies and Tactics
Effectiveness of various promotions