MARK 4600
Terms
undefined, object
copy deck
- Basic elements of the promotionall mix
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Advertising
Direct Marketing
Interactive/ Internet marketing
Sales Promotion
Publicity/ public relations
Personal selling - Consumer advertising
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directed toward us: National advertising, retail/ local advertising
primary vs. selective demand advertising - Primary demand
- demand for the entire product class (got milk?)
- selective demand
- demand for a specific demand
- Organization advertising
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business to business advertising (dells in SLC)
Professional advertising
Trade advertising-directed toward entities w/in the channel (grocery stores) - Direct marketing
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one on one correspondance
Internet sales, direct mail, telemarketing, direct response advertising, catalogs, shopping channels - COnsumer oriented sales promotion tools
- for end users, coupons, samples, premiums, contests/sweepstakes, refunds/rebates (do not cost company as much as coupons), bonus packs
- Trade oriented sales promotion tools
- for resellers, pop displays, training programs ( certain stores push certain products), trade shows, coop advertising (share in advertising expense with manufactuer).
- Publicity vehicles
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feature articles
interviews
special events
press conferneces
new releases - The target Marketing process
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Identify markets with unfulfilled needs
determine market segementation
selecting market to target
positioning through marketing strategies -
Bases for segmentaion
Customer characteristics -
Psychographic
demographic
socioeconomic
geographic - Buying situation
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Behavior
outlets
usage
benefits - Independent channel intermediaries
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brokers
distributors
wholesalers
retailers - Pros uof centeralization
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better communictaion
fewere personnel
continuity of staff - cons
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less goal involvement
longer reponse time
can't do mulitiple projects