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MT 219 Marketing Unit SevenMarilyn Radu, Instructor
Marketing Channels, Direct Marketing and Integrated Marketing Communications
Note: This seminar will be recorded by the instructor.
Review of Unit 6
• How did Unit 6 go? Questions or concerns?
• Instructor suggestions for Unit 7
• How is the Research Project for Unit 7 coming?
• Additional questions?
Our Topics for This Week
• Channel importance, functions, types, and coverage• Physical Distribution• The Role of Direct Marketing• Integrated Marketing Communications (IMC)
Important Definitions
• Marketing Channel – A group of individuals and organizations directing products from producers to customers
• Marketing Intermediary – a middleman linking producers to other middlemen or ultimate consumers through contracts or purchase/resale- Includes retailers
What is Supply Chain Management?
• Long term partnerships among marketing channel members that reduce inefficiencies, costs, and redundancies. They also develop innovative approaches to satisfy customers.
• Emphasis is on stability for customers
Why do we need channels?
• Channels create utility (What is utility?)
time- Available when needed
place- Available where you need it
possession- Accessible when needed
form-Available in the form you want- ie. Bulk-breaking.• Channels make exchanges more efficient
Types of Channels
• Producer - Consumer (no intermediary)• Producer - Retailer - Consumer• Producer – Wholesaler – Retailer – Consumer• Producer-agent/broker – Wholesaler-Retailer -
Consumer
Channel Issues
• Conflict - horizontal and vertical
• Leadership and Power- Concept of Channel Captain
• Integration
Coverage Intensity
• Intensive
• Selective
• Exclusive
Physical Distribution
• Order Processing
• Inventory Management
• Materials Handling
• Warehousing
• Transportation
Direct Marketing
The use of telecommunications and nonpersonal media to introduce products to consumers, who then can purchase them via mail, telephone, or the Internet.
Catalog Marketing
• A type of marketing in which an organization provides a catalog from which customers place orders by mail, telephone, or Internet.
- J.C. Penney
- The Sharper Image
- Victoria’s Secret
• Are the online sites that sell products also catalogs?
Direct Response Marketing
A type of marketing that occurs when a retailer advertises a product and makes it available through mail, inbound telephone or internet orders.
- 1-800-Flowers
Telemarketing
• The performance of marketing-related activities by telephone
Useful for sales lead generation, raising funds, and gathering marketing data.
Outbound telemarketing
Consumer Rights and privacy issues
Television Home Shopping
A form of selling in which products are presented to television viewers, who can buy them by calling a toll-free number and paying with a credit card.
Popularity of infomercials and QVC
Online Retailing
• Retailing that makes products available to buyers through computer connections
• Growing in popularity • Security remains an issue
Integrated Marketing Communications
• Assuring consistent messages through the coordination of promotional efforts
• The objective is to generate maximum informational and persuasive impact
• Generally, all four of the promotional mix are used- advertising, personal selling, sales promotion and publicity
The Role of Promotion
Communication to build and maintain relationships by informing and persuading one or more audiences (target segments)
This should be a coordinated effort that offers synergy between the components
The Promotion Mix
• Personal Selling • Public Relations/Publicity• Sales Promotion • Advertising
The Communication Process
• Source• Coded Message• Medium of Transmission• Decoded Message• Receiver
• Noise- Reduce as much as possible
• Feedback- Make sure you listen to customers and valued links in distribution chain
Promotion Objectives
• Create Awareness• Stimulate Demand
- Primary- Selective
• Encourage Trial• Identify Prospects• Retain Loyal Customers• Facilitate Reseller Support• Combat Competitive Promotional Efforts• Reduce Sales Fluctuations• Think RIP- Remind, inform and persuade
Any Questions?
Thank you for attending!
See you next week!