1、121Chapter 14 Promoting ProductsPresented by吴德亮管理学院市场学系1The promotion mix2How firms select the optimal mix of promotion to reach the maximum effect of promotionCopyright 2004 South-Western.All rights reserved.142Copyright 2004 South-Western.All rights reserved.143Explain how promotion can benefit fi
2、rms.Describe how advertising is used.Describe the steps involved in personal selling.Describe the sales promotion methods that are used.Describe how firms can use public relations to promote products.Explain how firms select the optimal mix of promotion to use.Promotion mix Copyright 2004 South-West
3、ern.All rights reserved.144Copyright 2004 South-Western.All rights reserved.145Copyright 2004 South-Western.All rights reserved.146Informing or reminding consumers about a specific product or brand Promotion supplements other marketing strategies-product,pricing,distribution.Effective promotion shou
4、ld increase demand for the product and generate a higher level of sales.Copyright 2004 South-Western.All rights reserved.147Combination of promotion methods that a firm uses to increase acceptance of its products Advertising Personal selling Sales promotion Public relationsCopyright 2004 South-Weste
5、rn.All rights reserved.148Exhibit 14.1Copyright 2004 South-Western.All rights reserved.149A nonpersonal sales presentation communicated through media or nonmedia forms to influence a large number of consumers.Alternatively,AdvertisingPromotional tool consisting of paid,nonpersonal communication used
6、 by an identified sponsor to inform an audience about a productAdvertising Strategies Persuasive Advertising Advertising strategy that tries to influence consumers to buy one companys products instead of those of its rivalsComparative Advertising Advertising strategy that directly compares two or mo
7、re productsReminder Advertising Advertising strategy that tries to keep a products name in the consumers mindCopyright 2004 South-Western.All rights reserved.1412Brand advertising Tries to enhance image of specific brandComparative advertisingReminder advertisingInstitutional advertising Tries to en
8、hance image of specific institutionIndustry advertising Tries to enhance image of specific industryCopyright 2004 South-Western.All rights reserved.1413Newspapers Convenient way to reach geographic marketMagazines Offer nationwide and regional adsRadio Talks to audience,but lacks visual effectTelevi
9、sion Local or nationwide ads Use ads during shows that attract target market InfomercialsCopyright 2004 South-Western.All rights reserved.1414Exhibit 14.2Copyright 2004 South-Western.All rights reserved.1415Internet Use own website to promote products or websites of other firms that are commonly vie
10、wed by target marketInternet ads cost less than other mediaBanner ads and/or button ads E-mailPersonalized or general messages sent to customers via e-mailCopyright 2004 South-Western.All rights reserved.1416e e-businessbusinessCopyright 2004 South-Western.All rights reserved.1417Direct mail Often u
11、sed by local service firmsTelemarketing Uses telephone for promoting and selling productsOutdoor ads Shown on billboards and signsTransportation ads Displayed on buses and roofs of taxi cabsSpecialty ads T-shirts,hats,bumper stickersCopyright 2004 South-Western.All rights reserved.1418Exhibit 14.312
12、-19Major Decisions in Advertising12-20Developing Advertising Strategy12-21Message ExecutionSlice of LifeLifestyleFantasyMood or ImageMusicalPersonality SymbolTechnical ExpertiseScientific EvidenceTestimonial Evidenceor EndorsementTypicalApproaches12-22Message Execution12-23Humor in AdvertisingThese
13、days,it seems as though almost every company is using humor in its advertising,even the scholarly American Heritage Dictionary.12-24Selecting Advertising Media12-25Choosing Media Type12-26Deciding on Media Timing12-27Copyright 2004 South-Western.All rights reserved.1428Personal sales presentation us
14、ed to influence one or more consumers Retail basis-in the store Industrial or individual basisIdentify target marketContact potential customersMake the sales presentationAnswer questionsClose the saleFollow upCopyright 2004 South-Western.All rights reserved.1429Exhibit 14.4Copyright 2004 South-Weste
15、rn.All rights reserved.1430Exhibit 14.6Copyright 2004 South-Western.All rights reserved.1431Activities intended to influence consumers purchase behavior RebatesPotential refund insures that consumers receive the manufacturers discount CouponsEncourage purchase and build brand loyalty SamplingOffer f
16、ree samples to encourage consumers to try a new brand,product or serviceCopyright 2004 South-Western.All rights reserved.1432Activities intended to influence consumers purchase behavior DisplaysAttract consumers who are in the store for other reasonsPoint-of-purchase displays -product displays are l
17、ocated in certain areas to stimulate purchase PremiumsGift or prize provided free to consumers who purchase a specific productOffer extra incentive to purchase productTrade Show:-various members of an industry gather to display,demonstrate,and sell productsCopyright 2004 South-Western.All rights res
18、erved.143312-34SampleCouponsCash Refunds“Rebates”Price Packs“Cents-Off Deals”PremiumsAdvertising SpecialtiesOffers a trial amount of a productSavings when purchasing specified productsRefund of part of the purchase price by mailReduced prices marked on the label or package by producerGoods offered f
19、ree or low cost as an incentive to buy a productArticles imprinted with an advertisers name given as giftsSales Promotion Tools12-35Patronage RewardsPoint-of-Purchase PromotionsContestSweepstakesGamesCash or other award offered for regular use of a product or serviceDisplays or demonstrations at the
20、 point of purchase or saleConsumers submit an entry to be judged by a panelConsumers submit their names for a drawingConsumers receive something each time they buy which may help them win a prizeSales Promotion ToolsCopyright 2004 South-Western.All rights reserved.1436Actions taken with the goal of
21、creating or maintaining a favorable public image Special eventsRaces,marathons,festivals News releasesBrief written announcements provided by the firm to the media Press conferencesOral announcements provided by the firm to the mediaPress relations or press agencyProduct publicityPublic affairsNewsS
22、peechesSpecial eventsBuzz marketingMobile marketing Written materialsCopyright 2004 South-Western.All rights reserved.1439Each promotion method has advantages and disadvantages.No single method is ideal for all products.Firms must decide what promotion mix is the best.Copyright 2004 South-Western.Al
23、l rights reserved.1440Exhibit 14.7Copyright 2004 South-Western.All rights reserved.1441Target market Pull versus push strategy Use marketing research to identify most favorable kinds of promotionPromotion budget depends on:Phase of product life cycle Competition Economic conditionsCopyright 2004 Sou
24、th-Western.All rights reserved.1442Exhibit 14.8Copyright 2004 South-Western.All rights reserved.1443Exhibit 14.9Copyright 2004 South-Western.All rights reserved.1444Many salespeople aspire to become a sales manager who is responsible for managing a group of sales representatives Requires knowledge o
25、f the product and competition Must motivate representatives to perform well Resolve customer complaints Reprimand representatives when necessary Concentrate on special projects Evaluate long-term prospects of marketCopyright 2004 South-Western.All rights reserved.1445Promotional efforts can maintain
26、 or increase sales.Firms must select the best form of advertising for the product and target market.Personal selling may work well for certain kinds of products.Most common forms of promotions are rebates,coupons,sampling,displays,and premiums.Public relations can enhance the image of a product or company.Copyright 2004 South-Western.All rights reserved.1446
