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Fundamentals of Marketing

Chris Banman Fall 2010 471.21 Providence College. Fundamentals of Marketing. Chapter 13. promotion. Definition. Promotion Communicating information b/w seller & potential buyer to influence attitudes & behaviour.

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Fundamentals of Marketing

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  1. Chris Banman Fall 2010 471.21 Providence College Fundamentals of Marketing

  2. Chapter 13 promotion

  3. Definition • Promotion • Communicating information b/w seller & potential buyer to influence attitudes & behaviour

  4. “I am convinced that 50 % of our advertising is sheer waste, but I can never find out which half” George Washington HillAmerican Tobacco company1910

  5. Promotional Methods

  6. @ own sales force Contests Bonuses Meetings Portfolios Displays Sales aids Training materials

  7. @ consumers • Contests • Coupons • Online coupons • Aisle display • Samples • Trade shows • Point-of-purchase materials • Banners & streamers • Frequent buyers programs • Sponsored events

  8. @ middlemen • Price deals • Promotion allowances • Sales contests • Calendars • Gifts • Trade shows • Meetings • Catalogues • Merchandising aids • Videos

  9. Relative to…

  10. Communication Process NOISE FEEDBACK

  11. Lost in Translation • Schweppes • Schweppes Tonic Water • Schweppes Toilet Water • Pepsi • “Come alive with the Pepsi Generation” • “Pepsi will bring you ancestors from the dead”

  12. Customer Relationship Management • Early efforts – direct-mail advertising • Now direct-response media • Telephone, print, email, web, broadcast, and interactive video

  13. The times, they are changing Customer Initiated Communication Process

  14. Customer Initiated Past Present • Buyer = passive message receiver • Marketer stimulate attention, interest and desire • Target important (use $ efficiently) • Mass-selling – marketer gets customers attention • Direct-response – marketer takes 1st step • Buyer access information independently • Interactive technologies • Interactive cable TV • Web searches

  15. Customer Initiated

  16. All about the blend… Pushing (through a channel) Pulling • Personal selling • Advertising • Sales promotion • Initiated by producers • Incentives • Internal marketing • Customer demands product • Ask middleman • Involves highly aggressive promotion (i.e. K-tel) • Use coupons or samples • Middleman should be warned

  17. The Life Cycle • Market Introduction – “this new idea is good” • Market Growth – “our brand is best” • Market Maturity – “our brand is better, really” • Sales Decline – “let’s tell those who still want our product”

  18. Setting the Promotion Budget • Economies of scale • % of sales (past or projected) • Match competitors • Per sales unit • Uncommitted revenue (budgeted profits) • Task method

  19. KEY TERMS • Promotion • Integrated marketing communications • AIDA model • Communications process • Source • Receiver • noise • Encoding • Decoding • Message channel • Pushing • Pulling • Primary demand • Selective demand • Task method

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