25-keys-to-sales-marketing - II

8/9/2019 25-keys-to-sales-marketing - II

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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


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Key - 19

Advertisingas a

promotional tool


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ADVERTISINGAdvertising is powerful

&

Can create a strong, long term

impact on the consumer.


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TYPES OF ADVERTISING

INFORMATIVE PERSUASIVE REMINDER

COMPARATIVE

NON-

COMPARATIVE ONE SIDED TWO SIDED

1 2 3 4


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TYPES OF ADVERTISING & THEIR GOALS


COMPARATIVE

NON-


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.


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TYPES OF ADVERTISING & THEIR GOALS


COMPARATIVE

NON-


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.


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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.


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Key - 20

DISTRIBUTIONas an

EFFECTIVE COMPONENTof

MARKETING STRATEGY


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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.


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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.


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Key - 21

HOW TO

EFFECTIVELY INTEGRATE

THE 4Ps

OF

MARKETING?


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Target

customer

Product

Price

Place

Promotion

Documents

25-keys-to-sales-marketing - II