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Geographic Pricing
- uniform geographic pricing - same price charged regardless of location
- zone prices: group your customers into zones and charge each zone a price.
- F.O.B. factory - transport cost is included
- F.O.B. Destination - transport cost is not included
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Seasonal Discounts
out of season pricing
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Cash Discount
Pay with cash in full. get more discount
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Quantity Discounts
Buy more, more will be discounted
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Trade Discounts
middle man agrees to do something and will have discount
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Point-of-purchase displays
- 1. outside designs
- 2. window displays
- 3. counter displays
- 4. display racks
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Sales Promotion
- consists of a wide variety of promotional tools designed to stimulate earlier and/or stronger market response. They include tools for consumer promotion.
- ex. samples, coupons, price-offs, mirs
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Approach
- early minutes are critical
- look good
- leave things outside of office (coat, umbrella)
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Preapproach in personal selling process
- have an objective
- prospect profile
- develop a customer benefit plan
- rehearse sales presentation
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Prospecting in personal selling process
- leads
- directories
- newspapers
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Personal Selling Process
- 1. Prospecting
- 2. Preapproach
- 3. Approach
- 4. Making the presentation
- 5. Trial Close
- 6. Objections
- 7. Trial Close
- 8. Close, Close, Close
- 9. Follow up
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Personal Selling
Personal Selling is informing customers and persuading them to purchase products through personal communication in an exchange situation.
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Kinds of Publicity
- News Release: <300 words
- Feature Article: long manuscript
- Captioned Photograph: photo with brief description
- Press Conference: meeting called to announce major event.
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Publicity
involves several editorial space as divorces from paid space, in all media read, viewed, or heard by a company's customers or prospects, for specific purpose of public knowledge.
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To execute advertising campaign
- 1. may people and firms are involved in executing campaigns
- - production companies
- - media firms
- - printers
- - research manager
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To create advertising messages
- 1. Copy
- - headline
- - storyline
- - body copy: paragraph talking about product
- - signature : trademark, logo, address, brand name
- 2. Artwork
- - Illustration: communicates idea
- - Layout: physical arrangement of all above elements
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How to determine advertising approiation
- 1. Object and Task
- 2. Percent of sales approach
- 3. Competition Matching
- -Do not make same as competition
- 4. Arbitrary Approach
- - depends upon judgement of managers
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To define advertising objectives be...
Clear, Precise, and measurable
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Primary and Secondary Demand
Comparative Advantage
Competitive Advantage
- 1. Primary : New product
- 2. Secondary : Not a new product
- Competitive: talk about our product that do not exist in competitors product.
- Comparative: compare brands
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Developing an Advertising Campaign Steps
- 1 Identify and analyze advertising market
- 2. define advertising objectives
- 3. create advertising platform
- 4. determine advertising appropriation
- 5. develop media plan
- 6. Create advertising messages
- 7. Execute Campaign
- 8. Evaluate advertising campaign
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Benefits of Adveritising
- 1.Promote Products and Organizations
- 2. Stimulate Primary and Secondary Demand
- 3. Offset Competitor's advertising
- 4. Increases use of a product
- 5. To remind people and reinforce
- 6. Reduce sales fluctuations
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Advertising
A paid form of non personal communication about an organization and/or it products that is transmitted to target audience through a mass media.
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