8-1 Promoting & Distributing Use Of Advertising Use Of Advertising Opportunities & Problems...
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Transcript of 8-1 Promoting & Distributing Use Of Advertising Use Of Advertising Opportunities & Problems...
8-1
Promoting & Distributing
Use Of AdvertisingUse Of AdvertisingOpportunities & ProblemsOpportunities & ProblemsPhysical DistributionPhysical DistributionChannels Of DistributionChannels Of DistributionFunctions Of IntermediariesFunctions Of IntermediariesCreative Selling ProcessCreative Selling Process
Ch
apte
r
8
8-2
McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
AdvertisingAdvertising
“…“…informs customers informs customers of the availability, of the availability,
desirability, and uses desirability, and uses of products.”of products.”
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
Types Of AdvertisingTypes Of Advertising
ProductProduct
InstitutionalInstitutional
PhotoLink/Getty Images
Royalty-Free/CORBIS
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
DevelopingDevelopingAdvertising ProgramAdvertising Program
BudgetBudget
MediaMedia
What/How To What/How To Say ItSay It
AgencyAgency
Expected ResultsExpected Results
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
Advertising BudgetAdvertising Budget1)1) Percentage Of Percentage Of
Sales/ProfitsSales/Profits
2)2) Units Of SalesUnits Of Sales
3)3) Objective- Immediate Objective- Immediate ResponseResponse
4)4) Executive DecisionExecutive Decision
PhotoLink/Getty Images
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
Media SelectionMedia SelectionNewspaperNewspaperSignageSignageDirect MailDirect MailCirculars/HandbillsCirculars/HandbillsYellow PagesYellow PagesRadioRadioTelevisionTelevisionOnlineOnline Chad Baker/Getty Images
PhotoDisc/Getty Images
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
Why PeopleWhy PeopleDon’t Shop OnlineDon’t Shop Online
Isn’t secureIsn’t secureJeopardize Jeopardize
PrivacyPrivacyMust Pay Must Pay
Shipping ChargesShipping ChargesNot Enough Not Enough
SelectionSelectionCan’t Touch/Try Can’t Touch/Try
FirstFirst
No Satisfaction No Satisfaction GuaranteeGuarantee
Returns A Returns A HassleHassle
Won’t Arrive On Won’t Arrive On TimeTime
Hard To Find Hard To Find ThingsThings
Enjoy Shopping Enjoy Shopping Out Of HouseOut Of House
Source: blink, www.earthlink.net/blink
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
Necessary Website FeaturesNecessary Website Features
0% 10% 20% 30% 40% 50% 60% 70% 80%
Low Price
Inexpensive Shopping
Easy to Use
No Sales Tax
Good Service
Fast Delivery
Broad Selection
Easy Returns
Helpful Information
Source: “Dreaming of a Green Christmas”, Newsweek, November 11, 2002, p. E24
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
InfomercialInfomercial
“…“…long, usually half-long, usually half-hour TV ads hosted by hour TV ads hosted by a hyper ‘sellevangelist’ a hyper ‘sellevangelist’ selling a relatively new selling a relatively new
product or service.”product or service.”
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
Media SelectionMedia SelectionTarget MarketTarget MarketCostCostRelativeRelativeAbsoluteAbsolute
AvailabilityAvailability
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
OtherOtherAdvertising TechniquesAdvertising Techniques
Merchandising- Point Of Merchandising- Point Of PurchasePurchase
Sales PromotionSales PromotionCustomerCustomerTradeTradeSales ForceSales Force
Publicity- FreePublicity- Free
Royalty-Free/CORBIS
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
Ethnic DifferencesEthnic Differences
Sources Of InformationSources Of Information
Values Of PrintValues Of Print
Frequency Of Frequency Of Use/AffordabilityUse/Affordability
Target Market MediaTarget Market MediaRyan McVay/Getty Images
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
GlobalGlobalMarketing: ImportingMarketing: Importing
Import & Sell ProductsImport & Sell Products
Sell International Sell International ProductsProducts
Sami Sarkis/Getty Images
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
Levels & Risks Of Levels & Risks Of InternationalizationInternationalization
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
Global Marketing:Global Marketing:Exporting MythsExporting Myths
Only Large FirmsOnly Large FirmsUncertain PaymentUncertain PaymentLimited Sales Limited Sales OpportunitiesOpportunities
Foreign Market Not Buy Foreign Market Not Buy AmericanAmerican
Startup Costs HighStartup Costs High
D. Falconer/PhotoLink/Getty Images
D. Falconer/PhotoLink/Getty Images
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
Expansion/DiversificationExpansion/DiversificationEffective UseEffective UseLower Labor CostLower Labor CostNatural ResourcesNatural ResourcesReturn On InvestmentReturn On InvestmentTax AdvantagesTax AdvantagesDemand For U.S. ProductsDemand For U.S. ProductsReceiving Country BenefitsReceiving Country Benefits
Global Marketing:Global Marketing:Opportunities/ChallengesOpportunities/Challenges
PhotoDisc/Getty Images
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
Loss Of Assets/EarningsLoss Of Assets/EarningsChanging Political SystemChanging Political SystemExchange RatesExchange RatesDifficulty In Getting Difficulty In Getting
EarningsEarningsState-Subsidized CompetitionState-Subsidized CompetitionUnskilled LaborUnskilled LaborCommunication/CoordinationCommunication/CoordinationCultural DifferencesCultural DifferencesCopyright/Patent ViolationsCopyright/Patent Violations
Global Marketing:Global Marketing:Problems/RisksProblems/Risks
Jason Reed/Getty Images
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
Export Or Not?Export Or Not?Product SuitableProduct Suitable
Satisfy Foreign & Satisfy Foreign &
Domestic DemandDomestic Demand
Competitive Prices/TermsCompetitive Prices/Terms
Devote Time/SkillsDevote Time/Skills
Nick Koudis/Getty Images
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
Exporting AssistanceExporting AssistanceFormsForms
Information/GuidanceInformation/GuidanceFinancial AssistanceFinancial Assistance
Small Business Small Business AdministrationAdministration
SCORESCOREACEACE
U.S. Department Of CommerceU.S. Department Of Commerce
C. Sherburne/PhotoLink/Getty
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
DistributionDistribution
“…“…involves the involves the effectiveeffective movement of a product movement of a product from the production line from the production line to the final consumer.”to the final consumer.”
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
Distribution ActivitiesDistribution Activities
StoringStoringOrder ProcessingOrder ProcessingTransportationTransportation
SpeedSpeedFrequencyFrequencyDependabilityDependabilityPoints ServedPoints ServedCapabilityCapabilityCostCost
StockTrek/Getty Images
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
DistributionDistributionChannel ConsiderationsChannel Considerations
1)1) Geographical Market & Geographical Market & Consumer TypesConsumer Types
2)2) Intensive, Selected, Intensive, Selected, Exclusive OutletsExclusive Outlets
3)3) Producer’s Marketing EffortProducer’s Marketing Effort
4)4) FeedbackFeedback
5)5) Incentives For ResellersIncentives For Resellers
Andre Kudyusov/Getty Images
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
DistributionDistributionChannels: ConsumerChannels: Consumer
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
DistributionDistributionChannels: IndustrialChannels: Industrial
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
IntermediariesIntermediaries
BrokersBrokers
AgentsAgents
WholesalersWholesalers
RetailersRetailers Ryan McVay/Getty Ima
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
Retailing TrendsRetailing TrendsOff-PriceOff-PriceSelf-Service Fast Self-Service Fast
FoodFoodATMsATMsTelevision ShoppingTelevision ShoppingInternetInternet
Jason Reed/Ryan McVay/Getty Images
8-27
McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
Creative Selling ProcessCreative Selling Process
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McGraw-Hill/Irwin © 2006 The McGraw-Hill Companies, Inc. All rights reserved.
Mental Attributes OfMental Attributes OfCreative SalespersonCreative Salesperson
JudgmentJudgment
TactTact
Positive AttitudePositive Attitude
Royalty-Free/CORBIS