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

2. © Prentice Hall, 2005 Business In Action 3eChapter 12 - 2 Distributing Products Distribution strategies Marketing intermediaries

3. © Prentice Hall, 2005 Business In Action 3eChapter 12 - 3 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 12 - 4 How Intermediaries Simplify Commerce Reduce prices Reduce contacts Create utility

5. © Prentice Hall, 2005 Business In Action 3eChapter 12 - 5 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 12 - 6 Channel Selection Market coverage Cost Control Channel conflict

7. © Prentice Hall, 2005 Business In Action 3eChapter 12 - 7 Market Coverage Distribution –Intensive –Selective –Exclusive

8. © Prentice Hall, 2005 Business In Action 3eChapter 12 - 8 Cost Factors Selling Storage Distribution

9. © Prentice Hall, 2005 Business In Action 3eChapter 12 - 9 Control Issues Channel length –Shorter –Longer Overall control –More –Less

10. © Prentice Hall, 2005 Business In Action 3eChapter 12 - 10 Channel Conflict Inadequate product support Too many intermediaries Multiple sales channels

11. © Prentice Hall, 2005 Business In Action 3eChapter 12 - 11 Managing Physical Distribution Order processing Inventory control Warehousing Materials handling Transportation

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

13. © Prentice Hall, 2005 Business In Action 3eChapter 12 - 13 Promotional Strategies Promotional goals Product variables Promotional mix

14. © Prentice Hall, 2005 Business In Action 3eChapter 12 - 14 Setting Promotional Goals Informing Persuading Reminding

15. © Prentice Hall, 2005 Business In Action 3eChapter 12 - 15 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 12 - 16 Choosing a Marketing Approach Push strategy Pull strategy

17. © Prentice Hall, 2005 Business In Action 3eChapter 12 - 17 Elements of Promotion Personal selling Advertising Direct marketing Sales promotion Public relations

18. © Prentice Hall, 2005 Business In Action 3eChapter 12 - 18 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 12 - 19 Advertising and Direct Marketing Product awareness Product image Consumer demand

20. © Prentice Hall, 2005 Business In Action 3eChapter 12 - 20 Direct Marketing Vehicles Direct mail Target e-mail Telemarketing Internet

21. © Prentice Hall, 2005 Business In Action 3eChapter 12 - 21 Advertising Categories Product Institutional National Local Cooperative

22. © Prentice Hall, 2005 Business In Action 3eChapter 12 - 22 Major Advertising Media Newspapers Television Direct mail Radio Magazines Internet

23. © Prentice Hall, 2005 Business In Action 3eChapter 12 - 23 Sales Promotion Consumer promotion Trade promotion

24. © Prentice Hall, 2005 Business In Action 3eChapter 12 - 24 Consumer Sales Promotion Coupons Rebates Point-of-purchase Special events Cross-promotion Samples Premiums Specialty ads

25. © Prentice Hall, 2005 Business In Action 3eChapter 12 - 25 Trade Sales Promotion Trade allowances Display premiums Contests or sweepstakes Travel bonus programs

26. © Prentice Hall, 2005 Business In Action 3eChapter 12 - 26 Public Relations News release News conference

27. © Prentice Hall, 2005 Business In Action 3eChapter 12 - 27 Integrated Marketing Communications Promotional mix and IMC –Public relations –Personal selling –Advertising –Direct marketing –Sales promotion