Ch11-14.txt

• aka marketing communications mix
• specific blend of advertising, public relations, personal selling, sales promotion and direct-marketing tools that the company uses to persuasively communicate customer value and build customer relationships

• advertiing
• sales promotion
• personal selling
• public relations
• direct marketing

• any paid form of nonpersonal persentation and promotion of ideas, goods, or services by an identified sponsor
• i.e. commercials, newspaper ads, billboards, etc

short-term incentives to encourage the purchase or sale of a product or service

• personal presentattion by the firm's sales force for the purpose of making sales and building customer relationships
• generally used for products that are too large or too technical to be sold without a representative of the company

• building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, or events
• i.e. Tide's 'loads of hope' or Toyota's recent Prius problem

• direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
• i.e direct mail, telemarketers, direct-response television, e-mail, etc

integrating a company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its brands

producer directs its marketing activities toward channel members to induce them to carry the product and to promote it to final consumers

producer directs marketing activities towards final consumers to induce them to buy the product

• a specific communication task to be accomplished with a specific target audience during a specific period of time
• can be classified by purpose: inform, persuade, or remind

• used when introducing a new product category
• communicating customer value

building selective demand (brand preference)

important for mature products - helps maintain customer relationships and keep consumers thinking about the product

the dollars and other resources allocated to a product or company advertising program

• affordable method
• percentage of sales method
• competitive parity method
• objective and task method

• most logical budget-setting method
• company sets its promotion budget based on what it wants to accomplish with promotion

• the strategy by which the company accomplishes its advertising objectives
• two major elements: creating advertising messages and selecting advertising media

• the vehicles through which advertising messages are delivered to their intended audiences
• must determine reach, frequency, and impact

personal presentation by the firm's sales force for the purpose of making sales and building customer relationships

• representative of a company who performs activities such as: prospecting, communicating, selling, servicing, information gathering, and relationship building
• two extremes: order taker (want fries with that?) and order getter (consider our $100million software package...)

analysis, planning, implementation, and control of sales force activities

salespeople who travel to call on customers in the field

salespeople who conduct business from their offices via telephone, the Internet, or visits from prospective buyers

• designing sales force strategy and structure
• recruiting and selecting salespeople
• training salespeople
• compensating salespeople

• sales promotion tools used to boost short-term customer buying and involvement or to enhance long-term customer relationships
• i.e. samples, coupons, cash refunds, price packs, premiums, contests, etc.

all activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use

a business whose sales come primarily from retailing

serve customers who are willing to perform their own "locate-compare-select" process to save time or money

• provide more sales assistance because they carry more shopping goods about which customers need information
• i.e. JC Penny, Sears, etc

• salespeople assist customers in every phase of the shopping process
• i.e. Tiffany, Hermes, etc

carry narrow product lines with deep assortments within those lines

carry a wide variety of product lines

• most frequently shopped retail store
• today facing slow growth because of slower population growth and an increase in competition from discount supercenters

small stores that carry a limited line of high-turnover convenience goods

• much larger than regular supermarkets and offer a large assortment of routinely purchased food products, nonfood items, and services
• i.e. Wal-Mart, Target, etc

• enormous stores with a deep assortment of a particular line with a knowledgeable staff
• i.e. Frye's

• large stores with very few frills
• i.e. Costco

contractual association between a manufacturer, wholesaler, or service organization (franchiser) and independend buisness people (franchisee) who buy the right to own and operate one or more units in the franchise system