營銷組合培訓課件

2023/1/161PartThree

MarketingMix-PromotionProf.TimothyCaoOfficeofNingboUniversity,Ningbo,China

（寧波大學曹玉廷老師講座）2023/1/162LearningObjectivesDefinePromotionPromotionalMixAdvantagesanddisadvantagesofeachelementofthepromotionalmixFactorsthatdeterminethetypeofpromotionaltoolsused2023/1/1631.DefinePromotionPromotionisgenerallythoughtofasasequenceofactivitiesdesignedtoinformandconvinceindividualstopurchaseaproduct,subscribetoabelief,orsupportacause.Promotionisbestviewedasthecommunicationfunctionofmarketing.2023/1/1642.PromotionalMixincorporatesthecombinationandtypesofnon-personalandpersonalcommunicationtheorganizationemploysduringaspecifiedperiod

2023/1/165Categories:Non-personalcommunicationPersonalcommunication2023/1/1662.1AdvertisingAdvertisingisoftenthoughtofasthepaid,non-personalcommunicationusedinthepromotionofacause,idea,product,orservicebyanidentifiedsponsor.variousadvertisingdeliverymethods2023/1/167CooperativeAdvertisingAsystembywhichadcostsaredividedbetweentwoormoreparties.Usually,suchprogramsareofferedbymanufacturerstotheirwholesalersorretailers,asameansofencouragingthosepartiestoadvertisetheproduct.2023/1/168InstitutionalAdvertisingAdvertisingwhosepurposeistopromotetheimageofacorporationratherthanthesaleofaproductorservice.Thisadvertisingisalsousedtocreatepublicawarenessofacorporationortoimproveitsreputationinthemarketplace.2023/1/1692023/1/1610SpecialtyAdvertisingTheplacementofadvertisingmessagesonawidevarietyofitemsofinteresttothetargetmarketssuchas…

2022/12/31112022/12/3112ProductPlacement2022/12/3113ExamplesofAd.:Printads,radio,television,billboard,directmail,brochuresandcatalogs,signs,in-storedisplays,posters,motionpictures,Webpages,bannerads,andemails.Discuss:AdvantagesandlimitationsofusingNewspaper,Magazine,radio,TV,Internetasadvertisingmedia.2022/12/3114ProfilesofMajorMediaTypesNewspapersAdvantages:Flexibility,timeliness;goodlocalmarketcoverage;broadacceptanceLimitations:Shortlife;poorreproductionqualityMagazinesAdvantages:Highgeographicanddemographicselectivity;credibilityandprestige;high-qualityreproduction;longlife;goodpass-alongreadership(傳閱率率)Limitations:Longadpurchaseleadtime(廣告購購買前前置時時間)2022/12/3115RadioAdvantages:Massuse;highgeographicanddemographicselectivity;lowcostLimitations:Audioonly;fleetingexposure;lowerattention;fragmentedaudiencesOutdoorAdvantages:Flexibility;highrepeatexposure;lowcost;lowmessagecompetitionLimitations:LittleaudienceselectivityProfilesofMajorMediaTypesTelevisionAdvantages:Combinessight,sound,motion;highattention;highreach;appealingtosensesLimitations:Highabsolutecosts;fleetingexposure;lessaudienceselectivity2022/12/31162022/12/3117Promotionalmix–advertisingmediaEasilyignored,lowreadershipLowcost,interactive,24-hourLongad-purchaseleadtime,highother-adcompetitionLowcost,excellentlocalcoverage,wideconsumeruseHighcost,junkmailimage,needaccuratemailinglistVeryflexible,targetsspecificaudience,completeinformationBriefexposure,limitedaudienceselectivityHighrepeatexposure,lowcost,localmarketfocusLongad-purchaseleadtime,lackofflexibilityLonglife,qualityreproduction,highdemographicselectivityFleetingexposure,audiopresentationonlyLowcost,highgeographic&demographicselectivityHighcost,fleetingexposure,limitedaudienceselectivityMasscoverage,highattentionwithsight,sound,&motionCompetitionfromotherfeatures,limitedselectivityGoodlocalcoverage,broadacceptance,believableWeaknessesStrengthsInternetYellowpagesDirectmailOutdoorMagazinesRadioTelevisionNewspaperMedia2022/12/31182.2PersonalSellingdirectperson??to??personcommunicationwherebyasellerattemptstoassistand/orpersuadeprospectivebuyerstopurchaseacompany’sproductorservice.2022/12/3119ExamplesofPersonalSellingSalespresentations,salesmeetings,salestrainingandincentiveprogramsforintermediarysalespeople,samples,andtelemarketing.Canbeface-to-faceorviatelephone.2022/12/31202.3PublicRelationsIthasbeendescribedasbuildinggoodwillwithacompany'svariouspublics,including…Theoverallgoalofanypublicrelationseffortistoprojectapositivecompanyimage.2022/12/3121ExamplesofPublicRelationsNewspaperandmagazinearticles/reports,TVsandradiopresentations,charitablecontributions,speechesandseminars.2022/12/3122SpecialEventsWrittenMaterialsCorporateIdentityMaterialsSpeechesNewsAudiovisualMaterialsMajorPublicRelationsToolsPublicServiceActivitiesWebSite2022/12/3123Increasingly,companiesareutilizinginteractivesocialmediaoutlets,suchasblogs,Microbloggingandsocialmedia.Unlikethetraditionaltoolswhichallowedforonlyone-waycommunication,socialmediaoutletsallowtheorganizationtoengageintwo-waycommunication,andreceiveimmediatefeedbackfromvariousstakeholders.2022/12/3124Thedevelopmentofsocialmediaincreasedthespeedofbreakingnews,sopublicrelationsprofessionalsnolongerhavetheluxuryoftimetoconstructanewsstatementafteradailynewsdeadline.Theviraleffectofsocialnetworksrequireadequatetrainingandreal-timesocialmediamonitoringinordertodetecttheearlysignsofbreakingnews.2022/12/3125PublicRelationsinCrisis5s麥當勞15日晚則在其其官方微博博上稱，央央視“315”晚會所報道道的北京三三里屯餐廳廳違規(guī)操作作的情況，，麥當勞中中國對此非非常重視。。我們將就就這一個別別事件立即即進行調查查，堅決嚴嚴肅處理，，以實際行行動向消費費者表示歉歉意。我們們將由此事事深化管理理，確保營營運標準切切實執(zhí)行，，為消費者者提供安全全、衛(wèi)生的的美食。歡歡迎和感謝謝政府相關關部門、媒媒體及消費費者對我們們的監(jiān)督。。2022/12/31262.4SalesPromotionmarketingactivitiesthatprovideextravalueorincentivetothesalesforce,distributors,ortheultimateconsumerandcanstimulateimmediatesales.Uheshortterm.2022/12/3127ExamplesofSalesPromotionsCoupons,freegifts,sweepstakes抽獎獎活活動動,contests,productsamples,rebates,tie-ins搭售售,tradeshows商品品發(fā)發(fā)布布/展銷銷會會,trade-ins抵價價購購物物,andexhibitions.2022/12/31283.StrengthsandWeaknessesAdvertisingStrengthsEfficientforreachingmanybuyerssimultaneouslyEffectivewaytocreateimageofthebrandFlexibleVarietyofmediatochoosefromWeaknessesReachesmanypeoplewhoarenotpotentialbuyersAdsaresubjecttocriticismExposuretimeisshortTotalcostishigh2022/12/3129PersonalsellingStrengthsSalespeoplecanbepersuasiveandinfluentialTwo-waycommunicationMessagecanbetargetedtospecificindividualsWeaknessesCostpercontactishighSalespeoplemaybehardtorecruitandmotivatePresentationskillsmayvarybetweensalespeople2022/12/3130PublicrelationsStrengthsTotalcostmaybelowMedia-generatedstoriesseenasmorecrediblethanmarketer-sponsoredmessagesWeaknessesMediamaynotcooperateHeavycompetitionformediaattentionMarketerhaslittlecontroloverthemessage2022/12/3131SalespromotionStrengthsSupportsshort-termpricereductionsVarietyofsalespromotiontoolsavailableEffectiveinchangingshort-termbehaviorWeaknessesImpactmaybelimitedtoshort-termPrice-relatedsalespromotionmayhurtbrandimageEasyforcompetitorstocopy2022/12/31324.FactorsthatdeterminethetypeofpromotionaltoolsusedThereareseveralfactorsthatshouldbetakenintoaccountindecidingwhich,andhowmuchofeachtooltouseinapromotionalmarketingcampaign.2022/12/3133ResourceavailabilityandthecostofeachpromotionaltoolMarketsizeandconcentrationCustomerinformationneeds2022/12/31342022/12/3135Promotionalmix–comparisonToolStrengthsWeaknessesAdvertisingLargeaudience,lowcostpercontact,canmodifymessageOverallexpensive,difficulttomeasureeffectivenessDirectmailEffectivewhenusingtargetedandcurrentmailinglistReachesdisinterestedpartiesandconsidered““junk”PersonalsellingTailoredtoeachbuyer,immediatebuyerresponseExpensiveTelemarketingImmediatefeedbackandimmediatebuyerresponseOftenseenasintrusiveWordofmouthInexpensive,hashighcredibilityDifficulttomanageSalespromotionInexpensive,short-termsalesincreasesNon-personalappealPublicrelationsCreatespositiveattitudeaboutproduct/firmNon-personalappeal,hardtomeasureeffectiveness2022/12/3136Pushvs.PullPushConvinceretailersandwholesalerstomarkettheproductsPullConvinceconsumerstoaskintermediariesfortheproductsConsumersRetailersWholesalers2022/12/3137WhytheincreaseinSalesPromotion?GrowingretailerpowerDecliningbrandloyaltyIncreasedpromotionalsensitivityBrandproliferationFragmentationofconsumermarketShort-termfocusIncreasedmanagerialaccountabilityCompetitionClutter2022/12/3138Step1.ProspectingandQualifyingIdentifyingandScreeningForQualifiedPotentialCustomers.StepsintheSellingProcessLearningAsMuchAsPossibleAboutaProspectiveCustomerBeforeMakingaSalesCall.Step2.Pre-approachStep3.ApproachKnowingHowtoMeettheBuyertoGettheRelationshipOfftoaGoodStart.Step4.Presentation/DemonstrationTellingtheProduct“Story”totheBuyer,andShowingtheProductBenefits.2022/12/3139StepsintheSellingProcessStep5.HandlingObjectionsStep6.ClosingStep7.Follow-UpSeekingOut,Clarifying,andOvercomingCustomerObjectionstoBuying.AskingtheCustomerfortheOrder.FollowingUpAftertheSaletoEnsureCustomerSatisfactionandRepeatBusiness.2022/12/3140AlternativeSteps:Find’’emGrab‘‘emShow‘‘emAnswer‘emSell‘‘emKeep‘‘em謝謝12月月-2214:24:0714:2414:2412月月-2212月月-2214:2414:2414:24:0712月-2212月-2214:24:072022/12/3114:24:079、靜夜四無無鄰，荒居居舊業(yè)貧。。。12月-2212月-22Saturday,December31,202210、雨中黃葉樹樹，燈下白頭頭人。。14:24:0714:24:0714:2412/31/20222:24:07PM11、以我我獨沈沈久，，愧君君相見見頻。。。12月月-2214:24:0714:24Dec-2231-Dec-2212、故人人江海海別，，幾度度隔山山川。。。14:24:0714:24:0714:24Saturday,December31,202213、乍見見翻疑疑夢，，相悲悲各問問年。。。12月月-2212月月-2214:24:0814:24:08December31,202214、他鄉(xiāng)生生白發(fā)，，舊國見見青山。。。31十十二月20222:24:08下午午14:24:0812月-2215、比不了得就就不比，得不不到的就不要要。。。十二月222:24下下午12月-2214:24December31,202216、行動出成成果，工作作出財富。。。2022/12/3114:24:0814:24:0831December202217、做前前，能能夠環(huán)環(huán)視四四周；；做時時，你你只能能或者者最好好沿著著以腳腳為起起點的的射線線向前前。。。2:24:08下下午2:24下下午午14:24:0812月月-229、沒有有失敗敗，只只有暫暫時停停止成成功??！。12月月-2212月月-22Saturday,December31,202210、很多事事情努力力了未必必有結果果，但是是不努力力卻什么么改變也也沒有。。。14:24:0814:24:0814:2412/31/20222:24:08PM11、成成功功就就是是日日復復一一日日那那一一點點點點小小小小努努力力的的積積累累。。。。12月月-2214:24:0814:24Dec-2231-Dec-2212、世間成事，，不求其絕對對圓滿，留一一份不足，可可得無限完美美。。14:24:0814:24:0814:24Saturday,December31,202213、不知知香積積寺，，數(shù)里里入云云峰。。。12月月-2212月月-2214:24:0814:24:08December31,202214、意志志堅強強的人人能把把世界界放在在手中中像泥泥塊一一樣任任意揉揉捏。。31十十二二月20222:24:08下下午14:24:0812月月-2215、楚楚塞塞三三湘湘接接，，荊荊門