Boundless Lecture Slides

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Boundless Lecture Slides

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• Promotional Objectives

• Stages in the Product Lifecycle

• Target Market Characteristics

• Characteristics of the Product

• Type of Buying Decision

• Funds Available relative to Costs

• Push and Pull Strategies

• Trade versus Consumer Promotions

Selecting the Promotion Mix for a Particular Product

Integrated Marketing Communication > Selecting the Promotion Mix for a Particular Pr...

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• Increase demand: These strategies are used during the product life cycle in order

to increase sales.

• Present information about the product: In order for customers and consumers to

want the product they need to understand what the product is.

• Differentiate a product: This is especially important if there are multiple

competitors in the same market.

Promotional Objectives

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Marketing Mix

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Integrated Marketing Communication > Selecting the Promotion Mix for a Particular Pr...

Page 4: Boundless Lecture Slides

• The introduction stage of the product life cycle is where a new product is

launched into a market.

• In the growth stage of the product life cycle, the market has accepted the product

and sales begin to increase.

• In the maturity stage of the product life cycle, sales will reach their peak.

• In the decline stage of the product life cycle, sales will begin to decline as the

product reaches its saturation point.

• There is no set schedule for the stages of a product life cycle.

Stages in the Product Lifecycle

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Firm Life Cycle

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Integrated Marketing Communication > Selecting the Promotion Mix for a Particular Pr...

Page 5: Boundless Lecture Slides

• A geographic target market can be consumers in a city, state, or country.

• A demographic or socioeconomic target market would focus on a specific gender,

age group, income level, or education level.

• A psychographic target market would be a market that has similar attitudes,

values, or lifestyle.

• The behavioral target market focuses on occasions and degree of loyalty.

• Product-related segmentation describes a target approach for customers who

already own a specific product.

• Determining a target market approach to sales has many benefits.It can create a

more specific marketing campaign, increase sales, and decrease the number of

competitors in the market.

Target Market Characteristics

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Geographic Target

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Integrated Marketing Communication > Selecting the Promotion Mix for a Particular Pr...

Page 6: Boundless Lecture Slides

• The characteristics of the product are the features that differentiate it from other

products on the market.

• When companies create a product they have specific features in mind.It can be

characteristics that improve on an existing product or ones that fill a currently

unfilled need.Promoting these features can be a successful approach.

• Characteristics of a product also help to determine the price of a

product. Premium features may be able to fetch a premium price.

• It is the combination of demand for a product and its price that help to determine

the marketing mix.

Characteristics of the Product

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Products

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Integrated Marketing Communication > Selecting the Promotion Mix for a Particular Pr...

Page 7: Boundless Lecture Slides

• Buying decisions are based on buying behavior.Consumer behavior and business

behavior can differ because their buying processes are different.

• Consumers will often buy on emotion or impulse whereas businesses will buy

based on need.

• The type of buying decision impacts the marketing mix and the promotional mix

for a product.It will also affect the product life cycle.

• Sometimes the type of product will make a difference in the buying decision.For

consumers, large ticket items, such as an appliance, a car, or a home, aren't

impulse items.

• A company needs to know about the features of a product and how it will help fill

a specific need.Businesses are also worried about price and return on

investment.

Type of Buying Decision

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Market

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Integrated Marketing Communication > Selecting the Promotion Mix for a Particular Pr...

Page 8: Boundless Lecture Slides

• Each type of advertising is sold at a different rate and a company has a limited

budget in which to promote a product.

• To determine the best type of promotional strategy, a company should look at its

target market.Consumers in each type of market will have a preferred form of

advertising.

• Other factors that affect the funds available for product promotion include the

budget for the overall product launch and the expected length of the introduction

phase.

Funds Available relative to Costs

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Tram Advertisement

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Integrated Marketing Communication > Selecting the Promotion Mix for a Particular Pr...

Page 9: Boundless Lecture Slides

• A push strategy places the product in front of the customer to make sure the

consumer is aware of the existence of the product.This can work well when

manufacturers have an established relationship with customers or when the

product is an impulse purchase-type item.

• Push strategies include trade shows, showrooms, getting retailers to stock a

product, and creating a supply chain to facilitate distribution.

• A pull strategy motivates customers to actively seek out a specific product and it

best for new products or in the case when a manufacturer has a strong and

visible brand.

• Pull strategies include mass media advertising, referrals, customer relationship

management, and sales promotions.

• Companies usually use a combination of push and pull strategies in a marketing

mix.

Push and Pull Strategies

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Push-Pull Strategy

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Integrated Marketing Communication > Selecting the Promotion Mix for a Particular Pr...

Page 10: Boundless Lecture Slides

• The purpose of trade promotions is to help companies differentiate a product,

increase product visibility, and increase the product purchase rate.

• The purpose of consumer promotions is to increase brand awareness and market

acceptance.

• There are various types of trade and consumer promotions.

• Consumer promotion activities include rebates, coupons, premiums, contests,

kids eat free programs,reward programs, and free samples.

Trade versus Consumer Promotions

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Point of Purchase Display

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Appendix

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Key terms

• brand awareness Brand awareness is the extent to which a brand is recognized by potential customers and is correctly associated with a particular product.

• budget An itemized summary of intended expenditure, usually coupled with expected revenue.

• buyer behavior the process used to decide whether to purchase a product

• customer relationship management Customer Relations Management (CRM) is concerned with (among other things) the conversion rate: percentage of customers who "try and buy" the product.

• differentiate To show, or be the distinction between two things.

• Federal Trade Commission an independent agency of the United States government that seeks to promote consumer protection and the eliminate and prevent anti-competitive business practices, such as coercive monopoly

• marketing mix A business tool used in marketing products; often crucial when determining a product or brand's unique selling point.Often synonymous with the four Ps: price, product, promotion, and place.

• price index A statistical estimate of the price level of some class of goods or services.

• product life cycle The process wherein a product is introduced to a market, grows in popularity, and is then removed as demand drops gradually to zero.

• pull strategy communication not demanded by the buyer

• push strategy communication demanded by the buyer

• target market a group of people whose needs and preferences match the product range of a company and to whom those products are marketed

• target market a group of people whose needs and preferences match the product range of a company and to whom those

• trade Those engaged in an industry or group of related industries.

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Integrated Marketing Communication

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Marketing MixThe Promotional Mix is part of the Marketing Mix

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Integrated Marketing Communication

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MarketBuyer behavior shapes buying decisions

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Integrated Marketing Communication

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Geographic TargetA geographic target market can include a city, state, or country.

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Integrated Marketing Communication

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ProductsThe characteristics of a product determine the target market and price of a product.

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Integrated Marketing Communication

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Point of Purchase DisplayA point of purchase or end cap display can make consumers aware of new products.

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Integrated Marketing Communication

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Tram AdvertisementDifferent forms of advertising charge different rates and can impact the promotional mix budget.

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Integrated Marketing Communication

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Integrated Marketing Communication

Why does consumer buying behavior differ from business buying behavior?

A) Because businesses always buy items with the best terms.

B) Because consumers buy at the lowest price.

C) Because each goes through a different thought process before they buy.

D) There is no difference, they both buy based upon product features.

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Integrated Marketing Communication

Why does consumer buying behavior differ from business buying behavior?

A) Because businesses always buy items with the best terms.

B) Because consumers buy at the lowest price.

C) Because each goes through a different thought process before they buy.

D) There is no difference, they both buy based upon product features.

Page 21: Boundless Lecture Slides

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Integrated Marketing Communication

At what stage, in a product's life cycle, does a company make the most profit?

A) Growth.

B) Introduction.

C) Decline.

D) Maturity.

Page 22: Boundless Lecture Slides

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Integrated Marketing Communication

At what stage, in a product's life cycle, does a company make the most profit?

A) Growth.

B) Introduction.

C) Decline.

D) Maturity.

Page 23: Boundless Lecture Slides

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Integrated Marketing Communication

At what stage of a product's life cycle is competition the heaviest?

A) Growth.

B) Introduction

C) Maturity.

D) Decline.

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Integrated Marketing Communication

At what stage of a product's life cycle is competition the heaviest?

A) Growth.

B) Introduction

C) Maturity.

D) Decline.

Page 25: Boundless Lecture Slides

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Integrated Marketing Communication

What product characteristics impact the selection of a promotional mix?

A) Price and features.

B) Improvements made to an existing product.

C) How the product fulfills the needs of the target consumer group.

D) All of these answers.

Page 26: Boundless Lecture Slides

Free to share, print, make copies and changes. Get yours at www.boundless.comBoundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/

Integrated Marketing Communication

What product characteristics impact the selection of a promotional mix?

A) Price and features.

B) Improvements made to an existing product.

C) How the product fulfills the needs of the target consumer group.

D) All of these answers.

Page 27: Boundless Lecture Slides

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Integrated Marketing Communication

A target market characteristic that focuses on repeat business is ________.

A) Geographic.

B) Demographic.

C) Behavioral.

D) Psychographic

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Free to share, print, make copies and changes. Get yours at www.boundless.comBoundless - LO. "Boundless." CC BY-SA 3.0 http://www.boundless.com/

Integrated Marketing Communication

A target market characteristic that focuses on repeat business is ________.

A) Geographic.

B) Demographic.

C) Behavioral.

D) Psychographic

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Integrated Marketing Communication

If a company selects a promotional mix based upon a target market that buys "green," the characteristic is ____________.

A) Behavioral.

B) Product Related.

C) Demographic.

D) Psychographic.

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Integrated Marketing Communication

If a company selects a promotional mix based upon a target market that buys "green," the characteristic is ____________.

A) Behavioral.

B) Product Related.

C) Demographic.

D) Psychographic.

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Integrated Marketing Communication

A trade promotion is important to the marketing mix of a product because________.

A) It provides customers with better service.

B) It motivates retailers to stock and sell one product over another.

C) It encourages retailers to stock products even if they are not selling through.

D) It discourages competitors from vying for market share.

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Integrated Marketing Communication

A trade promotion is important to the marketing mix of a product because________.

A) It provides customers with better service.

B) It motivates retailers to stock and sell one product over another.

C) It encourages retailers to stock products even if they are not selling through.

D) It discourages competitors from vying for market share.

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Integrated Marketing Communication

What promotional mix objective is predicated on a product having the competitive edge?

A) Differentiation.

B) Demand optomization.

C) Consumer Knowledge.

D) Supply.

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Integrated Marketing Communication

What promotional mix objective is predicated on a product having the competitive edge?

A) Differentiation.

B) Demand optomization.

C) Consumer Knowledge.

D) Supply.

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Integrated Marketing Communication

Which of the following statements about consumer promotions is TRUE?

A) They are never used in conjunction with trade promotions.

B) They include bonuses and incentives for the salesperson who has sold the most.

C) They must rely on retailer incentive programs to work properly.

D) Their primary purpose is to appeal to the end user and motivate them to buy.

Page 36: Boundless Lecture Slides

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Integrated Marketing Communication

Which of the following statements about consumer promotions is TRUE?

A) They are never used in conjunction with trade promotions.

B) They include bonuses and incentives for the salesperson who has sold the most.

C) They must rely on retailer incentive programs to work properly.

D) Their primary purpose is to appeal to the end user and motivate them to buy.

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Integrated Marketing Communication

Goodyear Tire is a well known and highly respected brand. What marketing strategy are they using when they advertise a special rebate sale through an extensive mix of marketing channels?

A) A push strategy because retailers will need to stock product in large quantities.

B) A consumer promotion strategy aimed at the end user.

C) A pull strategy because they have developed a powerful and recognizable brand.

D) A trade promotion strategy involving retailers.

Page 38: Boundless Lecture Slides

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Integrated Marketing Communication

Goodyear Tire is a well known and highly respected brand. What marketing strategy are they using when they advertise a special rebate sale through an extensive mix of marketing channels?

A) A push strategy because retailers will need to stock product in large quantities.

B) A consumer promotion strategy aimed at the end user.

C) A pull strategy because they have developed a powerful and recognizable brand.

D) A trade promotion strategy involving retailers.

Page 39: Boundless Lecture Slides

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Integrated Marketing Communication

Which of the following best describes the rationale for the amount of funds available relative to costs in the promotion mix?

A) The cost of the product being sold so that marketing costs can be easily recouped.

B) The advertising that will connect with targeted market and if the product is new or established.

C) The amount of money lost on past product launches.

D) If there will be a mix of trade and consumer promotions included in the marketing plan.

Page 40: Boundless Lecture Slides

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Integrated Marketing Communication

Which of the following best describes the rationale for the amount of funds available relative to costs in the promotion mix?

A) The cost of the product being sold so that marketing costs can be easily recouped.

B) The advertising that will connect with targeted market and if the product is new or established.

C) The amount of money lost on past product launches.

D) If there will be a mix of trade and consumer promotions included in the marketing plan.

Page 41: Boundless Lecture Slides

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Integrated Marketing Communication

The process wherein a product is introduced to a market, grows in popularity, and is then removed as demand drops gradually to zero.

A) product life cycle

B) brand awareness

C) budget

D) Customer Relationship Management

Page 42: Boundless Lecture Slides

Integrated Marketing Communication

The process wherein a product is introduced to a market, grows in popularity, and is then removed as demand drops gradually to zero.

A) product life cycle

B) brand awareness

C) budget

D) Customer Relationship Management

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Integrated Marketing Communication

A group of people whose needs and preferences match the product range of a company and to whom those products are marketed.

A) brand awareness

B) target market

C) differentiate

D) budget

Page 44: Boundless Lecture Slides

Integrated Marketing Communication

A group of people whose needs and preferences match the product range of a company and to whom those products are marketed.

A) brand awareness

B) target market

C) differentiate

D) budget

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Page 45: Boundless Lecture Slides

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Integrated Marketing Communication

To show, or be the distinction between two things.

A) marketing mix

B) target market

C) differentiate

D) price index

Page 46: Boundless Lecture Slides

Integrated Marketing Communication

To show, or be the distinction between two things.

A) marketing mix

B) target market

C) differentiate

D) price index

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