Marketing lecture 1

Of course selling is part of the marketing process but marketing is much more than that. Or they use the word for all kinds of promotion and advertising. Again, these are part of marketing but not the whole thing.

Marketing lecture 1

Sales promotion objectives differ widely: Objectives for trade promotions include getting retailers to carry new items and more inventory, getting them to advertise the product and give it more shelf space, and getting them to buy ahead.

Sales force promotion objectives include getting more sales force support for current or new products or getting salespeople to sign up new accounts. Sales promotions are usually used together with advertising, personal selling, or other promotion mix tools. Consumer promotions must usually be advertised and can add excitement and pulling Marketing lecture 1 to ads.

The main consumer promotion tools include samples, coupons, cash refunds, price packs, premiums, advertising specialties, patronage rewards, point-of-purchase displays and demonstrations, and contests, sweepstakes, and games.

Consumer-oriented sales promotions can be classified as either price-based or attention-getting consumer promotion. Price-Based Consumer Promotion Price-based consumer promotions emphasize short-term price reductions or refunds, encouraging consumers to choose a brand while the deal is on.

If used too frequently, however, consumers become conditioned to purchase the product only at the lower promotional price.

Coupons A coupon is a certificate that gives buyers a saving when they purchase a specified product. Coupons can stimulate sales of a mature brand or promote early trial of a new brand.

Redemption rates have been declining in recent years, however, as a result of coupon clutter. Most major consumer goods companies are issuing fewer coupons and targeting them more carefully.

Price Packs A price pack is Marketing lecture 1 reduced price that is marked by the producer directly on the label or package. Price packs can be single packages sold at a reduced price, or two related products banded together.

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Price packs are very effective—even more so than coupons—in stimulating short-term sales. Special Packs A special pack is a package that gives the shopper more product instead of lowering its price.

A special pack also can be a separate product given away along with another product. Samples A sample is a small amount of a product offered to consumers for trial. Sampling is the most effective—but most expensive—way to introduce a new product.

About 84 percent of consumer packaged-goods marketers use sampling as a part of their promotion strategy. Some samples are free; for others, companies charge a small amount to offset its cost. The sample might be delivered door-to-door, sent by mail, handed out in a store, attached to another product, or featured in an ad.

Samples can also come with the morning newspaper, in a sample pack, or via the Internet. Premiums A premium is a good offered either free or at low cost as an incentive to buy a product. A premium is not the product being promoted. It is used as an incentive to encourage purchase of the featured product.

A premium may come inside or outside the package, or through the mail.

Marketing lecture 1

Typical items include pens, calendars, key rings, matches, shopping bags, T-shirts, caps, nail files, and coffee mugs. In a recent study, 63 percent of all consumers surveyed were either carrying or wearing an ad specialty item.

Point-of-Purchase POP Promotions A point-of-purchase promotion is a display or demonstration that takes place at the point of purchase or sale. Unfortunately, many retailers do not like to handle the hundreds of displays, signs, and posters they receive from manufacturers each year.

Manufacturers have responded by offering better POP materials, tying them in with television or print messages, and offering to set them up.

Contests, Sweepstakes, and Games Contests, sweepstakes, and games are promotional events that give consumers the chance to win something—such as cash, trips, or goods—by luck or through extra effort.

A contest calls for consumers to submit an entry—a jingle, guess, or suggestion—to be judged by a panel that will select the best entries. A sweepstakes calls for consumers to submit their names for a drawing. A game presents consumers with something—bingo numbers, missing letters—every time they buy, which may or may not help them win a prize.

Manufacturers direct more sales promotion dollars toward retailers and wholesalers 78 percent than to consumers 22 percent.

Trade promotion can persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers.

Marketing lecture 1

Shelf space is so scarce these days that manufacturers often have to offer discounts, allowances, buy-back guarantees, or free goods to retailers and wholesalers to get products on the shelf and, once there, to stay on it. Manufacturers use several trade promotion tools.

Many of the tools used for consumer promotions—contests, premiums, displays—can also be used as trade promotions.Marketing Lecture 1 - Download as Powerpoint Presentation .ppt), PDF File .pdf), Text File .txt) or view presentation slides online.

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Figure The principal organisations in the marketing communications industry Table Total UK advertising expenditure (including direct mail) £ million Source: Advertising Statistics Yearbook.

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