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Se sidan 34 för en sammanfattning av alla P, de kallas
gemensamt för marketing mix. Vi studerar i detta kapitel
promotionmix. Promotionmix = mix av verktyg. Detta
innebär integration av:
Advertising,promotion, personal
selling, public relations and direct
marketing)
Chapter 17-18-19
Advertising
ELEMENTS
OF THE
PROMOTIONAL
MIX
Sales
promotion
Personal
selling
Public
relations
Direct marketing
Ökat behov av marknadskommunikation och
teknologisk utveckling.
Schramm Model of communication
Se sid 729
Figure 17.3 Elements in the communication process
Buyer readiness stages
Medvetenhet-Kunskap-Tycke-Föredra-ÖvertygelseKöp
Figure 17.4 Buyer readiness stages
Budskapets design
Attention
Interest
Desire
Action
Ställer krav på att vi vet vad som ska sägas (innehåll) och att vi
vet hur vi ska säga det (struktur och format)
MESSAGE CONTENT
Rational appeals
Moral appeals
Emotional appeals
www.rolex.com, www.netonnet.se, www.redcross.se
MESSAGE STRUCTURE
Draw
conclusions
Rusta
Argument type
Styrkor och svagheter?
Argument
order
Viktigast först el sist?
MESSAGE FORMAT
Sensory appeals
Färger o former
Novelty
Contrast
www.saabusa.com
Affordable
method
Percentage of
sales method
METHODS FOR
BUDGETING
Competitive
parity method
Objective and task
method
PROMOTION
Push versus pull promotion strategy
(Dammsugare)
Trycker på
Konsument
Producent
Medvetandegör
Konsument
(Den mystiska parfymen)
Figure 17.6 Push versus pull promotion strategy
1. Advertising
• Advertising can be traced back to the very
beginnings of recorded history with Romans
and Phoenicians painting their wares on walls
and large rocks.
• Advertising for 2003:
– Estimated US$78.7 billion was spent in Europe
– US$154.5 billion in the USA
– US$64.5 billion in the Asia Pacific.
Setting advertising objectives
– A specific communication task to be accomplished with
a specific target audience during a specific time frame.
– 4 main types of advertising objectives
•
•
•
•
Informative advertising
Persuasive advertising
Comparison advertising
Reminder advertising
Vi kämpar för…
Köp nu!
Andra tar betalt för det vi…
Coca-Cola livsstil
Figure 18.1 Main advertising decisions
Setting the advertising budget
– Factors for consideration
•
•
•
•
•
Stage in product life cycle
Market share
Competition and clutter
Advertising frequency
Product differentiation
Table 18.2 Profiles of major media forms
2. Growth of sales promotion
• High emphasis on sales
• Highly competitive environment
• Decline of advertising efficiency
– Increasing advertising clutter
• Consumer demands
• Development in information technology
Major sales promotion tools
•
•
•
•
•
•
•
•
•
Samples
Coupons
Cash refund offers (rebates)
Price packs
Premiums
Advertising specialities
Patronage rewards
Point of purchase promotions
Competitions, sweepstakes, lotteries and games
3. Public relations
• Businesses require the support and cooperation of
all stakeholders which include:
–
–
–
–
–
–
financial backers
employees and trades unions
suppliers
legal and regulatory bodies to which they are answerable
interested pressure groups
the media and many more groups or 'publics'.
Public relations defined
• Public relations is defined as the development
of good relations with the company’s various
publics, by obtaining favourable publicity,
building a good ‘corporate image’ and
handling or heading off unfavourable
rumours, stories and events.
Major public relations tools
•
•
•
•
•
•
•
•
press relations
product publicity
public affairs
corporate communications
lobbying
counselling
investor relations
development
Personal selling and direct
marketing
• Personal selling and direct marketing are the
critical elements of the Integrated Marketing
Communications that communicate directly
with the targeted consumers.
• Both involve direct connections with
customers and the building of customer
unique value relationships.
4. Personal selling
• Personal selling tends to make its impact
more in the promotional mix of high-priced,
infrequently purchased products or services
than with fast-moving consumer goods.
Personal selling as part of the
marketing mix
• Represents the company
• Impact
– Difficult to turn a salesperson away from your door.
• Targeting precision
– Easier to identify and approach customers as individuals.
• Message precision
– The communication can continue until both parties are absolutely clear
about the shared meaning.
• Cultivation of long-term relationships
– Salespeople are crucial to relationship marketing, since they put a human
face on the company.
• Cost
– Labour-intensive, personal selling can seem expensive. In some firms it is
the bulk of the promotional budget.
Forms of personal selling
• Order takers:
– salespeople who take orders for routine, low-involvement
purchasing from regular customers.
• Order getters:
– salespeople who are proactive in seeking out and persuading
customers.
• Missionaries:
– salespeople who do not themselves take orders, but who do
influence decision-makers to place orders. An example is medical
salespeople, who call on doctors to encourage them to prescribe
particular drugs.
• Technical salespeople:
– they are often called in to deal with users of the product, if the
product is complex to use.
Grönroos – Vi är alla marknadsförare
Setting sales force objectives
• Prospecting customers.
• Co-ordinating within the organisation.
– meets the customer's needs adequately: often this means
persuading individuals within the firm to do things that are not in
the standard procedure.
•
•
•
•
Maintaining relationships with customers.
Information and feedback.
Information gathering.
Monitoring competitor action.
– Salespeople are frequently the first to hear about new competitor
initiatives, since customers will tell them what is happening in the
marketplace. Salespeople also often meet competitors' salespeople
and exchange information.
Sales force management
Figure 19.1 Major steps in sales force management
Recruiting and selecting salespeople
– Traits of a good salesperson
•
•
•
•
•
•
•
Enthusiasm
Persistence
Initiative
Job commitment
Self motivated
Good listeners
Disciplined
5. Direct marketing
• ‘Direct marketing is marketing through
various advertising media that interact
directly with consumers, generally calling for
the consumer to make a direct response.’
– Source: Kotler, Ch22, p.784
Benefits of direct marketing
•
•
•
•
•
Convenient and effective.
Easy and private.
Offers shoppers greater access and selection.
Process is interactive, especially on-line marketing.
Information is immediate when using on-line
marketing.
• Powerful tool for customer relationship building.
• Access to global market.
• Offers sellers a low cost, fast and efficient
alternative for reaching markets.
Customer databases and direct
marketing
• Companies must distinguish between:
transaction-based databases
– purpose of billing and getting money back
• custom-built databases
– information about customers that leads to the serving
and satisfying of these customers
Customer databases and direct
marketing
• Companies must distinguish between:
transaction-based databases
– purpose of billing and getting money back
• custom-built databases
– information about customers that leads to the serving
and satisfying of these customers