25-keys-to-sales-marketing - II
-
Upload
vidhyaverma -
Category
Documents
-
view
218 -
download
0
Transcript of 25-keys-to-sales-marketing - II
-
8/9/2019 25-keys-to-sales-marketing - II
1/12
This is the ppt translation of the forth & final part of 25
keys to sales & marketing, an audio portable MBA course,
which has been developed by New York Times publishing,with the contribution of some of the best known business
academicians and practitioners of the contemporary world.
This is only a reproduced graphical version of the same with
no commercial motive. It has been developed for better selflearning and for assistance to the large community of several
business practitioners & students, who are in constant
pursuit for quality stuff on-line.
- Saurabh
To find more stuff on business & marketing, visit
www.saurabhpassion.blogspot.com
-
8/9/2019 25-keys-to-sales-marketing - II
2/12
Key - 19
Advertisingas a
promotional tool
-
8/9/2019 25-keys-to-sales-marketing - II
3/12
ADVERTISINGAdvertising is powerful
&
Can create a strong, long term
impact on the consumer.
-
8/9/2019 25-keys-to-sales-marketing - II
4/12
TYPES OF ADVERTISING
INFORMATIVE PERSUASIVE REMINDER
COMPARATIVE
NON-
COMPARATIVE ONE SIDED TWO SIDED
1 2 3 4
-
8/9/2019 25-keys-to-sales-marketing - II
5/12
TYPES OF ADVERTISING & THEIR GOALS
INFORMATIVE PERSUASIVE REMINDER
COMPARATIVE
NON-
COMPARATIVE ONE SIDED TWO SIDED
GOAL 1
To alert the
consumers about a new
product or service.
Goal 2
Information about the
product or service,
so that its need &
want is created.
This type of
Advertising is
important after
the product orservice has been
purchased with a
goal to stay in
the minds of
customers.
-
8/9/2019 25-keys-to-sales-marketing - II
6/12
TYPES OF ADVERTISING & THEIR GOALS
INFORMATIVE PERSUASIVE REMINDER
COMPARATIVE
NON-
COMPARATIVE ONE SIDED TWO SIDED
Goal of persuasive
advertising is toinfluence purchase.
Market
competitor is
mentioned forcomparison in
attributes.
Market
competitor is notmentioned in the
advertising. Well
suited for market
leaders.
Only favorable
attributes are
mentioned abouta product or
service.
Such advertising
mentions product
limitations onunimportant
attributes. Builds
credibility.
-
8/9/2019 25-keys-to-sales-marketing - II
7/12
ADVERTISING PITFALLS
Excessive
Advertising
Celebrity
Endorsement
Exaggeration
in Ads
Can lead to wear outof campaign
Causes (-)ve impression& cause annoyance dueto excessive repetition.
Celebrities often sell amultitude of products.Consumer attributes hislink with brand as afunction of money,rather than a real likingfor the merchandise.
Their image maybecome controversial,hence making theirendorsement useless oreven fatal some times.
Incongruence/misfit
between Celebrity & theproduct.
Temptation to exaggeratethe characteristics &
performance of a product/service in advertising is
taken as false and pufferycontent; & isntacknowledged through
purchase.
-
8/9/2019 25-keys-to-sales-marketing - II
8/12
Key - 20
DISTRIBUTIONas an
EFFECTIVE COMPONENTof
MARKETING STRATEGY
-
8/9/2019 25-keys-to-sales-marketing - II
9/12
Availability of product / service
A key to success in the market.
Distribution is an important strategic element of marketing mix.
Company can adapt the distribution strategy through intensity of
its distribution channel coverage.
Exclusive distribution Selective distribution Intensive distribution
Company by its choice,
limits the number ofwhole sellers & retailers in
an area to only highquality locations.
Creates image ofexclusivity.
Customer has to makean effort to obtain the
product & feels a sense of
accomplishment afterthe buying process.
Moderate number
ofwhole sellers &
retailers
Combining good
channel control
with reasonableprofits and sales.
Goal is to have
widespread marketcoverage.
Appropriate forless
expensive items.
Plan is to cause
impulse purchasei.e. place the product in
front of consumer so
that a purchase happens.
-
8/9/2019 25-keys-to-sales-marketing - II
10/12
2 TYPES OF DISTRIBUTION CHANNELS
Direct Channel Indirect Channel
No Intermediariesbetweenproducer & consumer
Appropriate for thosecompanies that are keen tocontrol entire work fromproduction to purchase; andwhen target market is small andis already in focus.
Often it makes less sense to doso because self distributioninvolves specialized skills inmany diverse areas such aswhole selling & retailingapart from manufacturing.
Involves Intermediariesbetween producer & consumer
such as whole sellers, jobbersand retailers.
Appropriate for those companies,who wish to expand their
market reach, give up theirdistribution functions andaccept that they haverelinquished channel control.
-
8/9/2019 25-keys-to-sales-marketing - II
11/12
Key - 21
HOW TO
EFFECTIVELY INTEGRATE
THE 4Ps
OF
MARKETING?
-
8/9/2019 25-keys-to-sales-marketing - II
12/12
Target
customer
Product
Price
Place
Promotion