1. © 2006 Pearson Education Canada Inc.Chapter 12 - 1 Chapter 12 Developing Distributio n and Promotiona l Strategies

2. © 2006 Pearson Education Canada Inc.Chapter 12 - 2 Distributing Products Distribution Strategy –Overall plan for moving products to buyers –Most firms don’t sell directly to final users Marketing Intermediaries –Middlemen that facilitate movement of goods from producers to consumers

3. © 2006 Pearson Education Canada Inc.Chapter 12 - 3 Wholesaler & Retailer Roles Match buyers and sellers Provide market information Offer promotional and sales support Gather an assortment of goods Transport and store products Assume risks Provide financing

4. © 2006 Pearson Education Canada Inc.Chapter 12 - 4 Types of Retail Stores Category Killer Convenience store Department store Discount store Factory outlet Hypermarket Off-price store Specialty store Supermarket Warehouse club

5. © 2006 Pearson Education Canada Inc.Chapter 12 - 5 How Intermediaries Simplify Commerce

6. © 2006 Pearson Education Canada Inc.Chapter 12 - 6 Alternative Distribution Channels Consumer Goods and Services Producer Agent/Broker Wholesaler Retailer Consumer

7. © 2006 Pearson Education Canada Inc.Chapter 12 - 7 Channel Selection Factors MarketCoverageMarketCoverage CostCost ControlControl ChannelConflictChannelConflict

8. © 2006 Pearson Education Canada Inc.Chapter 12 - 8 Managing DistributionForecasting Order Processing Inventory Control Warehousing Materials Handling Transportation

9. © 2006 Pearson Education Canada Inc.Chapter 12 - 9 Distribution Strategy and the Internet ImproveEfficiency Expand Market Reach

10. © 2006 Pearson Education Canada Inc.Chapter 12 - 10 Promotional Strategies Promotional Goals Product Variables Promotional Mix

11. © 2006 Pearson Education Canada Inc.Chapter 12 - 11 Setting Promotional Goals InformingInformingRemindingRemindingPersuadingPersuading

12. © 2006 Pearson Education Canada Inc.Chapter 12 - 12 Analyzing Product Variables Nature of the Product Price of the Product Product’s Position in the Life Cycle

13. © 2006 Pearson Education Canada Inc.Chapter 12 - 13 Choosing a Marketing Approach WholesalerRetailerConsumerProducer WholesalerRetailerConsumerProducer Communication Flow Push Strategy Pull Strategy Communication Flow

14. © 2006 Pearson Education Canada Inc.Chapter 12 - 14 Selecting the Promotional Mix Personal Selling Advertising Direct Marketing Sales Promotion Public Relations

15. © 2006 Pearson Education Canada Inc.Chapter 12 - 15 Personal Selling Process Prospecting 1 Preparing 2 Approaching 3 Presenting 4 Handling Objections Handling Objections 5 Closing 6 Following Up 7

16. © 2006 Pearson Education Canada Inc.Chapter 12 - 16 Advertising and Direct Marketing Product Awareness Product Image Consumer Demand

17. © 2006 Pearson Education Canada Inc.Chapter 12 - 17 Direct Marketing Vehicles Direct Mail Target E-mail Telemarketing Internet

18. © 2006 Pearson Education Canada Inc.Chapter 12 - 18 Advertising Categories NationalNationalLocalLocalCooperativeCooperative ProductProductInstitutionalInstitutional

19. © 2006 Pearson Education Canada Inc.Chapter 12 - 19 Major Advertising Media RadioMagazinesInternet NewspapersTelevision Direct Mail

20. © 2006 Pearson Education Canada Inc.Chapter 12 - 20 Sales Promotion ConsumerPromotion TradePromotion

21. © 2006 Pearson Education Canada Inc.Chapter 12 - 21 Consumer Sales Promotion Coupons Rebates Point-of-Purchase Special-Event Sponsoring Cross Promotions Samples Premiums Specialty Advertising

22. © 2006 Pearson Education Canada Inc.Chapter 12 - 22 Trade Promotions Contests or Sweepstakes Sweepstakes TradeAllowancesTradeAllowances Travel Bonus Programs Programs DisplayPremiumsDisplayPremiums

23. © 2006 Pearson Education Canada Inc.Chapter 12 - 23 Public Relations News Release News Conference ProductDemonstrationsProductDemonstrationsImportantNewsImportantNewsMediaQuestionsMediaQuestions

24. © 2006 Pearson Education Canada Inc.Chapter 12 - 24 IMC Integrated Marketing Communications PublicRelations PersonalSelling Advertising DirectMarketing SalesPromotion Effectiveness Consistency Impact Clarity