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What is the Marketing Communications Mix?
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Explain each part of the marketing communications mix?
- Advertising: Paid form of non-personal presentation and promotion of ideas, goods, etc.
- Sales Promotion: Short-term incentive to encourage purchase.
- Direct marketing: Direct communications with target and obtain immediate response and lasting relationships.
- Public Relations: Building good relations and corporate image.
- Personal Selling: Personal presentations by the firm for the purpose of sales.
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Depict Push and Pull?
- Pull (aimed at final consumers)
- - Coupons, Samples, Displays, Contests, etc.
- Push
- (aimed at middle men); Price deals, allowances, sales contests.
- (aimed at sales force); contests, bonuses, meetings
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What are some problems with sales promotion?
- Wide variety. Custom designed to be used once.
- Little expertise develops.
- Responsibility for these activities is bounced around executives.
- Promotion; all other forms of communications between two groups which calls for attention to a specific thought such as a product/service.
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Difference between sales promotion/advertising?
- Sales promotion: moves product to consumer.
- Advertising: Moves consumer to product.
- Advertising: Builds brand loyalty.
- Sales promotion: Destroy brand loyalty.
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Depict promotional tools used over product cycle?
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Depict the push and pull strategies.
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What are the different ways of setting the promotion budget?
- Affordable: Set at level management thinks it can afford. (Ignores effects of promotion on sales)
- Percentage of Sales: Sets budget at a percentage of forecasted sales. (Wrongly views sales as the cause rather than result of promotion)
- Competitive-parity method: Sets budget to match competitor's outlays. (Companies differ greatly though...)
- Objective and task method: Sets budget to what firm wants to accomplish.
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What are some forms direct marketing?
- Face-to-Face marketing.
- Direct email.
- Catalogue marketing.
- Telemarketing.
- Direct-reponse TV marketing.
- Kiosk marketing.
- Online marketing.
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What are upstream partners? (Supply Chain)
Partners who include raw material suppliers, components, parts, information, finances, expertise to create a product/service.
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What are downstream partners (Supply chain)
Marketing channels or distribution channels that look toward the customer.
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Why use marketing intermediaries?
- Create greater effiencies.
- Transform product assortment into assortment wanted by consumers.
- Match supply with demand.
- Services and ideas available to target market.
- Reduce number of channel transactions.
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Distribution Channel Functions?
- Information.
- Promotion.
- Contact.
- Matching.
- Negotiation.
- Physical distribution.
- Financing.
- Risk Taking.
- Environment sustainability.
I Probably Can't Match Nixon's Priority For Risk Environment.
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Disintermediation.
An event that occurs when a product or service producers cut out intermediaries and go directly to final buyers, or when radically new types of channel intermediaries replace traditional ones.
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Depict basic channels of Citibank, Nissan, Del Monte and Procter & Gamble.
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Depict Consumer Channels.
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Depict number of intermediaries.
- Intensive Distribution
- V
- As many outlets as possible
- V
- Convenience goods
- Selective distribution
- V
- More than one, but not all outlets.
- V
- Shopping goods
- Exclusive distribution
- V
- One outlet per market area
- V
- Specialty goods.
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