Professional Documents
Culture Documents
Quiz # 04: Date: 07 August, 2014 (Thursday) - Syllabus: Chapter 11 & 12
Quiz # 04: Date: 07 August, 2014 (Thursday) - Syllabus: Chapter 11 & 12
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CHAPTER 13
Promotion and Pricing Strategies
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Promotion
Promotion— communication link between buyer
and seller that performs the function of informing,
persuading, and influencing a purchase decision.
Focusing on Primary Demand
Focusing on Selective Demand
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Integrated Marketing Communications
(IMC)
Coordination of all promotional activities – media
advertising, direct mail, personal selling, sales
promotion, and public relations – to produce a
unified customer-focused message.
Focuses on customer needs to create a unified
promotional message
Firms need a broad view of promotion to implement
IMC
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The Promotional Mix
Promotional Mix— combination of personal and
nonpersonal selling components designed to meet the
needs of a firm’s target customers and effectively and
efficiently communicate its message to them.
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The Promotional Mix
Objectives of Promotional Strategy
Providing Information
Differentiating a Product
Increasing Sales
Stabilizing Sales
Accentuating the Product’s Value
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Five Major Promotional Objectives
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The Promotional Mix
Objectives of Promotional Strategy
Providing Information
Major portion of U.S. advertising is information-oriented
Differentiating a Product
Positioning: establishing a place in the minds of
customers by communicating meaningful distinctions
about the attributes, price, quality, or use of a good or
service
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The Promotional Mix
Objectives of Promotional Strategy
Increasing Sales
Most common objective of a promotional strategy
Stabilizing Sales
Sales contests often used during slack periods
Sales promotion materials often distributed to customers
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The Promotional Mix
Objectives of Promotional Strategy
Accentuating the Product’s Value
Promotional strategies can enhance product values by
explaining often unrecognized ownership benefits
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The Promotional Mix
Promotional Planning
Increasing complexity and sophistication of
marketing communications requires careful
planning to coordinate IMC strategies
Product Placement
Guerrilla Marketing
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Advertising
Advertising—paid nonpersonal communication
delivered through various media and designed to
inform, persuade, or remind members of a
particular audience.
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Advertising
Types of Advertising
Product Advertising—consists of messages
designed to sell a particular good or service
Institutional Advertising—involves messages that
promote concepts, ideas, philosophies, or goodwill
for industries, companies, organizations, or
government entities
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Advertising
Advocacy Advertising (Cause Advertising):
promotes a specific viewpoint on a public issue as a
way to influence public opinion and the legislative
process
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Advertising
Advertising and the Product Cycle
Product and Institutional Advertising fall into one of
three categories, based on whether the ads intend to
inform, persuade, or remind
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Advertising
Advertising and the Product Cycle
Persuasive Advertising—attempts to improve the
competitive status of a product, institution, or
concept, usually in the growth and maturity stages of
the product life cycle
Comparative Advertising—form of persuasive product
advertising that compares products directly with their
competitors
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Advertising
Advertising and the Product Cycle
Reminder-oriented advertising—often appears in
the late maturity or decline stages of the product life
cycle to maintain awareness of the importance and
usefulness of a product, concept, or institution
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Advertising
Advertising Media
Must choose how to allocate advertising budget
All media offer advantages and disadvantages
Must consider cost and which media is best suited
for communication
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Advertising Media
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Advertising
Advertising Media
Television
America’s leading national advertising medium
An expensive advertising medium
Price for a 30-second ad during weeknight prime time on
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Advertising
Advertising Media
Internet
Online and interactive media have already changed the
nature of advertising. Starting with simple banner ads,
Internet advertising has become much more complex and
sophisticated
Viral Advertising
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Advertising
Advertising Media
Newspaper
Continue to dominate local advertising
Ads easily tailored for local tastes and preferences
Can coordinate newspaper messages with other
promotional efforts
Disadvantage: relatively short life span
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Advertising
Advertising Media
Radio
Average U.S. household owns five radios
Captive audience of listeners as they commute to and from
work
In major markets, many stations serve different demographic
groups with targeted programming
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Advertising
Advertising Media
Magazines
Includes consumer publications and trade journals
Can often customize their publications and target
advertising messages to different regions of the country
A natural choice for targeted advertising
Direct Mail
Average American household receives about 550 pieces
of direct mail each year, including 100 catalogs
e-mail another option
Must overcome junk-mail and spam classification
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Advertising
Advertising Media
Outdoor Advertising
Just over 2 percent of total advertising spending
Share is growing
Majority of spending is for billboards
Other types include: signs in transit stations, stores,
airports, and sports stadiums
Disadvantages include:
Brief messages are required
Mounting concern for aesthetic and environmental issues
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Advertising
Advertising Media
Other Media Options
Infomercials: 30-minute programs that resemble regular
TV programs, but are devoted to selling goods or services
Other Media options include:
Ads in movie theaters
Ads on airline movie screens
Printed programs, Subway tickets
Turnpike toll receipts
Automated teller machines
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Sales Promotion
Sales promotion— consists of forms of promotion
such as coupons, product samples, and rebates that
support advertising and personal selling.
Potential advantages:
Short-term increased sales
Increased brand equity
Enhanced customer relationships
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Sales Promotion
Consumer-Oriented Promotions
Goals of a consumer-oriented sales promotion
include:
Getting new and existing customers to try or buy products
Encouraging repeat purchases by rewarding current users
Increasing sales of complementary products
Boosting impulse purchases
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Spending on Consumer-Oriented Promotions
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Sales Promotion
Consumer-Oriented Promotions
Premiums—items given free or at a reduced price
with the purchase of another product.
Coupons offer small price discounts
Rebates offer cash back to consumers
Sample—a gift of a product distributed by mail,
door-to-door, in a demonstration, or inside packages
of another product
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Sales Promotion
Consumer-Oriented Promotions
Games, Contests, and Sweepstakes
Offering cash, merchandise or travel as prizes to participating
winners
Often used to introduce new goods and services and to attract
additional customers
Court rulings and legal restrictions have limited the use of
contests
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Sales Promotion
Consumer-Oriented Promotions
Promotional Products (Specialty advertising)
Because these specialty advertising products are useful, people
tend to keep and use them
Gives advertisers repeated exposure
Originally designed to identify and create goodwill for
advertisers
Now generates sales leads and develops traffic for stores and
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Sales Promotion
Trade-Oriented Promotions
Trade promotion—sales promotion geared to
marketing intermediaries
Used to encourage retailers to:
Stock new products
Continue carrying existing ones
Promote products effectively to consumers.
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Sales Promotion
Trade-Oriented Promotions
Point-of-purchase (POP) advertising— displays or
demonstrations that promote products when and
where consumers buy them
Takes advantage of many shoppers’ tendencies to make
purchase decisions in the store
Trade shows—promote goods or services to
intermediaries
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Personal Selling
Personal selling—interpersonal promotional
process involving a seller’s face-to-face
presentation to a prospective buyer. Used most
often when:
Customers are relatively few in number and
geographically concentrated
Product is technically complex, involves trade-ins,
and requires special handling
Product is high in price
Product moves through direct-distribution channels
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Personal Selling
Sales Tasks
Order Processing—selling, mostly at the wholesale
and retail levels, that involves identifying customer
needs, pointing them out to customers, and completing
orders
Creative Selling—personal selling involving situations
in which a considerable degree of analytical decision
making on the buyer’s part results in the need for
skillful proposals of solutions for the customer’s needs
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Personal Selling
Sales Tasks
Missionary Selling—indirect form of selling in which
specialized salespeople promote goodwill among indirect
customers, often by assisting customers in product use.
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Personal Selling
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Personal Selling
Recent Trends in Personal Selling
Telemarketing
Outbound telemarketing—when a sales representative
calls you at your place of business
Inbound telemarketing—when the customer calls a
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Personal Selling
Recent Trends in Personal Selling
Relationship Selling—when a salesperson builds a
mutually beneficial relationship with a customer
through regular contacts over an extended period
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Public Relations
Public Relations—organization’s communication
and relationships with its various audiences.
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Pushing and Pulling Strategies
Pushing strategy- personal selling to market an item
to wholesalers and retailers in a company’s
distribution channels.
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Promotional Strategies
Selecting a Promotional Mix
Guidelines for allocating promotional efforts and
expenditures among personal selling and
advertising:
What is your target market?
What is the value of the product?
What time frame is involved?
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Ethics in Promotion
Promotion to Children and Teens
Risk of deception is especially great with promotion
targeted to children and teens
Children not sophisticated at analyzing promotional
messages
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Ethics in Promotion
Promotion in Public Schools and on College
Campuses
Includes promotional book covers, posters, and even
curriculum materials provided to today’s schools
Some schools sign contracts that give certain brands
exclusive access to their students
Can generate a backlash
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Price in the
Marketing Mix
Price—exchange
value of a good or
service.
Pricing
Objectives
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Price in the Marketing Mix
Profitability Objectives
Perhaps the most commonly used objective in firms’
pricing strategies
Some firms try to maximize profits by reducing costs
rather than through price changes
Volume Objectives
Bases pricing decisions on market share
Market share: the percentage of a market controlled
by a certain company or product
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Price in the Marketing Mix
Price to Meet Competition
Seeks to meet competitors’ prices
Prestige Objectives
Prestige pricing encompasses the effect of price on
prestige
Prestige pricing establishes a relatively high price to
develop and maintain an image of quality and
exclusiveness
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Pricing Strategies
Breakeven Analysis—pricing technique used to
determine the minimum sales volume a product must
generate at a certain price level to cover all costs.
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Alternative Pricing Strategies
Skimming pricing strategy that sets an intentionally
high price relative to the prices of competing products.
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Alternative Pricing Strategies
Everyday low pricing (EDLP)- is a strategy devoted to
maintaining continuous low prices rather than relying on
short-term price-cutting tactics such as cents-off coupons,
rebates, and special sales.
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Consumer Perceptions of Prices
Price-Quality Relationships
Consumers’ perceptions of product quality is closely
related to price
Most marketers believe that this perceived price-
quality relationship holds over a relatively wide range
of prices
In other situations, marketers establish price-quality
relationships with comparisons that demonstrate a
product’s value at the established price
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Consumer Perceptions of Prices
Odd Pricing
Odd pricing (charging $39.95 or $19.98 instead of $40 or
20)
Commonly-used retail practice, as many retailers believe
that consumer favor uneven amounts
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