Promoting and Distributing Chapter 8

Advertising Product advertising Product advertising Institutional advertising Institutional advertising

Advertising Program Setting the Budget Setting the Budget Selecting the Advertising Media Selecting the Advertising Media Developing the Message Developing the Message Using an Ad Agency Using an Ad Agency Measuring Results Measuring Results

Setting the Budget Percentage of Sales Percentage of Sales Units of Sales Methods Units of Sales Methods Objective/Task Method Objective/Task Method Executive Decision Executive Decision

Selecting Advertising Media Display ads Display ads Store signs Store signs Direct mail Direct mail Circulars and handbills Circulars and handbills Yellow pages Yellow pages Outdoor signs Outdoor signs Radio Radio TV TV Infomercials Infomercials How to select? How to select?

Advertising Process Developing the Message Developing the Message Ad Agency Ad Agency Should your business use one? Should your business use one? Measuring Results Measuring Results Immediate-Response Immediate-Response

Merchandising, Sales Promotion, and Publicity Merchandising Merchandising Examples Examples Sales Promotion Sales Promotion Consumer Consumer Trade Trade Sales Force Sales Force Publicity Publicity MKT to Ethnic Groups MKT to Ethnic Groups

Small Businesses & Global Marketing Importing Importing Two types Two types Reasons to export Reasons to export Raw materials Raw materials Interest in U.S. markets Interest in U.S. markets Demand for foreign goods Demand for foreign goods Problems Problems American jobs American jobs “Made in the U.S.A.”? “Made in the U.S.A.”?

Small Businesses & Global Marketing Exporting Exporting Misconceptions Misconceptions Opportunities Opportunities Expand markets Expand markets Use excess resources Use excess resources More profits More profits U.S. economy U.S. economy Risks Risks Should you export? Should you export?

Small Businesses & Global Marketing Exporting (cont’d) Exporting (cont’d) Involvement Involvement Five levels of involvement Five levels of involvement

Distribution Marketing Mix- “Place” Marketing Mix- “Place” Components Components Storing Storing Order Processing Order Processing Transportation Transportation Which mode to use? Which mode to use?

Channel Distribution Control v. Cost Control v. Cost How many steps in channel? How many steps in channel? Intermediaries Intermediaries Brokers Brokers Agents Agents Wholesalers Wholesalers Retailers Retailers Trends Trends

Using a Sales Force Benefits Benefits Trends Trends Self-service Self-service Straight commissions Straight commissions

Steps in Creative Selling Process Preparation Preparation Prospecting Prospecting Making Initial Contact Making Initial Contact Presenting the Product Presenting the Product Handling Objections Handling Objections Closing the Sale Closing the Sale Suggestion Selling Suggestion Selling Sales Follow-up Sales Follow-up

Salesperson Attributes Mental Mental Physical Physical