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© Prentice Hall, 2005 Business In Action 3eChapter 12 - 1 Developing Distribution and Promotional Strategies.

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Presentation on theme: "© Prentice Hall, 2005 Business In Action 3eChapter 12 - 1 Developing Distribution and Promotional Strategies."— Presentation transcript:

1 © Prentice Hall, 2005 Business In Action 3eChapter Developing Distribution and Promotional Strategies

2 © Prentice Hall, 2005 Business In Action 3eChapter Distributing Products Distribution strategies Marketing intermediaries

3 © Prentice Hall, 2005 Business In Action 3eChapter Wholesalers and Retailers Match buyers and sellers Provide market information Provide promotional and sales support Gather an assortment of goods Transport and store products Assume risks and provide financing

4 © Prentice Hall, 2005 Business In Action 3eChapter How Intermediaries Simplify Commerce Reduce prices Reduce contacts Create utility

5 © Prentice Hall, 2005 Business In Action 3eChapter Alternative Distribution Channels Business Goods and Services Consumer Goods and Services Producer Agent/Broker Wholesaler Retailer Consumer

6 © Prentice Hall, 2005 Business In Action 3eChapter Channel Selection Market coverage Cost Control Channel conflict

7 © Prentice Hall, 2005 Business In Action 3eChapter Market Coverage Distribution –Intensive –Selective –Exclusive

8 © Prentice Hall, 2005 Business In Action 3eChapter Cost Factors Selling Storage Distribution

9 © Prentice Hall, 2005 Business In Action 3eChapter Control Issues Channel length –Shorter –Longer Overall control –More –Less

10 © Prentice Hall, 2005 Business In Action 3eChapter Channel Conflict Inadequate product support Too many intermediaries Multiple sales channels

11 © Prentice Hall, 2005 Business In Action 3eChapter Managing Physical Distribution Order processing Inventory control Warehousing Materials handling Transportation

12 © Prentice Hall, 2005 Business In Action 3eChapter Online Distribution The Internet –Distribution system –Market reach

13 © Prentice Hall, 2005 Business In Action 3eChapter Promotional Strategies Promotional goals Product variables Promotional mix

14 © Prentice Hall, 2005 Business In Action 3eChapter Setting Promotional Goals Informing Persuading Reminding

15 © Prentice Hall, 2005 Business In Action 3eChapter Analyzing Product Variables The nature of the product Price of the product Position in the life cycle

16 © Prentice Hall, 2005 Business In Action 3eChapter Choosing a Marketing Approach Push strategy Pull strategy

17 © Prentice Hall, 2005 Business In Action 3eChapter Elements of Promotion Personal selling Advertising Direct marketing Sales promotion Public relations

18 © Prentice Hall, 2005 Business In Action 3eChapter Personal Selling Process 1. Prospecting 2. Preparing 3. Approaching 4. Presenting 5. Handling objections 6. Closing 7. Following up

19 © Prentice Hall, 2005 Business In Action 3eChapter Advertising and Direct Marketing Product awareness Product image Consumer demand

20 © Prentice Hall, 2005 Business In Action 3eChapter Direct Marketing Vehicles Direct mail Target Telemarketing Internet

21 © Prentice Hall, 2005 Business In Action 3eChapter Advertising Categories Product Institutional National Local Cooperative

22 © Prentice Hall, 2005 Business In Action 3eChapter Major Advertising Media Newspapers Television Direct mail Radio Magazines Internet

23 © Prentice Hall, 2005 Business In Action 3eChapter Sales Promotion Consumer promotion Trade promotion

24 © Prentice Hall, 2005 Business In Action 3eChapter Consumer Sales Promotion Coupons Rebates Point-of-purchase Special events Cross-promotion Samples Premiums Specialty ads

25 © Prentice Hall, 2005 Business In Action 3eChapter Trade Sales Promotion Trade allowances Display premiums Contests or sweepstakes Travel bonus programs

26 © Prentice Hall, 2005 Business In Action 3eChapter Public Relations News release News conference

27 © Prentice Hall, 2005 Business In Action 3eChapter Integrated Marketing Communications Promotional mix and IMC –Public relations –Personal selling –Advertising –Direct marketing –Sales promotion


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