听曹玉廷教授讲营销组合课件.pptx

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1、2023/3/271Part Three Marketing Mix-PromotionProf.Timothy Cao Office of Ningbo University,Ningbo,China 2023/3/272Learning ObjectivesDefine PromotionPromotional MixAdvantages and disadvantages of each element of the promotional mix Factors that determine the type of promotional tools used 2023/3/2731.

2、Define PromotionPromotion is generally thought of as a sequence of activities designed to inform and convince individuals to purchase a product,subscribe to a belief,or support a cause.Promotion is best viewed as the communication function of marketing.2023/3/2742.Promotional Mixincorporates the com

3、bination and types of non-personal and personal communication the organization employs during a specified period2023/3/275Categories:Non-personal communicationPersonal communication2023/3/2762.1 Advertising Advertising is often thought of as the paid,non-personal communication used in the promotion

4、of a cause,idea,product,or service by an identified sponsor.various advertising delivery methods 2023/3/277Cooperative Advertising A system by which ad costs are divided between two or more parties.Usually,such programs are offered by manufacturers to their wholesalers or retailers,as a means of enc

5、ouraging those parties to advertise the product.2023/3/278Institutional AdvertisingAdvertising whose purpose is to promote the image of a corporation rather than the sale of a product or service.This advertising is also used to create public awareness of a corporation or to improve its reputation in

6、 the marketplace.2023/3/2792023/3/2710Specialty AdvertisingThe placement of advertising messages on a wide variety of items of interest to the target markets such as 2023/3/27112023/3/2712Product Placement2023/3/2713Examples of Ad.:Print ads,radio,television,billboard,direct mail,brochures and catal

7、ogs,signs,in-store displays,posters,motion pictures,Web pages,banner ads,and emails.Discuss:Advantages and limitations of using Newspaper,Magazine,radio,TV,Internet as advertising media.2023/3/2714Profiles of Major Media TypesNewspapersAdvantages:Flexibility,timeliness;good local market coverage;bro

8、ad acceptance Limitations:Short life;poor reproduction quality MagazinesAdvantages:High geographic and demographic selectivity;credibility and prestige;high-quality reproduction;long life;good pass-along readership(传阅率传阅率)Limitations:Long ad purchase lead time(广告购买前置时间广告购买前置时间)2023/3/2715RadioAdvant

9、ages:Mass use;high geographic and demographic selectivity;low costLimitations:Audio only;fleeting exposure;lower attention;fragmented audiences OutdoorAdvantages:Flexibility;high repeat exposure;low cost;low message competitionLimitations:Little audience selectivity Profiles of Major Media TypesTele

10、visionAdvantages:Combines sight,sound,motion;high attention;high reach;appealing to sensesLimitations:High absolute costs;fleeting exposure;less audience selectivity2023/3/27162023/3/2717Promotional mix advertising mediaEasily ignored,low readershipLow cost,interactive,24-hourLong ad-purchase lead t

11、ime,high other-ad competitionLow cost,excellent local coverage,wide consumer useHigh cost,junk mail image,need accurate mailing listVery flexible,targets specific audience,complete informationBrief exposure,limited audience selectivityHigh repeat exposure,low cost,local market focusLong ad-purchase

12、lead time,lack of flexibilityLong life,quality reproduction,high demographic selectivityFleeting exposure,audio presentation onlyLow cost,high geographic&demographic selectivityHigh cost,fleeting exposure,limited audience selectivityMass coverage,high attention with sight,sound,&motionCompetition fr

13、om other features,limited selectivityGood local coverage,broad acceptance,believableWeaknesses Strengths InternetYellow pagesDirect mailOutdoorMagazinesRadioTelevisionNewspaperMedia2023/3/27182.2 Personal Selling direct persontoperson communication whereby a seller attempts to assist and/or persuade

14、 prospective buyers to purchase a companys product or service.2023/3/2719Examples of Personal SellingSales presentations,sales meetings,sales training and incentive programs for intermediary salespeople,samples,and telemarketing.Can be face-to-face or via telephone.2023/3/27202.3 Public Relations It

15、 has been described as building goodwill with a companys various publics,including The overall goal of any public relations effort is to project a positive company image.2023/3/2721Examples of Public RelationsNewspaper and magazine articles/reports,TVs and radio presentations,charitable contribution

16、s,speeches and seminars.2023/3/2722SpecialEventsWritten MaterialsCorporate Identity MaterialsSpeechesNewsAudiovisualMaterialsMajor Public Relations ToolsPublic ServiceActivitiesWeb Site2023/3/2723Increasingly,companies are utilizing interactive social media outlets,such as blogs,Microblogging and so

17、cial media.Unlike the traditional tools which allowed for only one-way communication,social media outlets allow the organization to engage in two-way communication,and receive immediate feedback from various stakeholders.2023/3/2724The development of social media increased the speed of breaking news

18、,so public relations professionals no longer have the luxury of time to construct a news statement after a daily news deadline.The viral effect of social networks require adequate training and real-time social media monitoring in order to detect the early signs of breaking news.2023/3/2725Public Rel

19、ations in Crisis5s麦当劳15日晚则在其官方微博上称，央视“315”晚会所报道的北京三里屯餐厅违规操作的情况，麦当劳中国对此非常重视。我们将就这一个别事件立即进行调查，坚决严肃处理，以实际行动向消费者表示歉意。我们将由此事深化管理，确保营运标准切实执行，为消费者提供安全、卫生的美食。欢迎和感谢政府相关部门、媒体及消费者对我们的监督。2023/3/27262.4 Sales Promotion marketing activities that provide extra value or incentive to the sales force,distributors,or

20、the ultimate consumer and can stimulate immediate sales.Usu.in the short term.2023/3/2727Examples of Sales PromotionsCoupons,free gifts,sweepstakes抽奖活动,contests,product samples,rebates,tie-ins搭售,trade shows商品发布/展销会,trade-ins抵价购物,and exhibitions.2023/3/27283.Strengths and Weaknesses AdvertisinglStren

21、gthsEfficient for reaching many buyers simultaneouslyEffective way to create image of the brandFlexible Variety of media to choose fromlWeaknessesReaches many people who are not potential buyersAds are subject to criticismExposure time is shortTotal cost is high2023/3/2729Personal sellinglStrengthsS

22、alespeople can be persuasive and influentialTwo-way communication Message can be targeted to specific individuals lWeaknessesCost per contact is highSalespeople may be hard to recruit and motivatePresentation skills may vary between salespeople2023/3/2730Public relationslStrengthsTotal cost may be l

23、owMedia-generated stories seen as more credible than marketer-sponsored messageslWeaknessesMedia may not cooperateHeavy competition for media attentionMarketer has little control over the message2023/3/2731Sales promotionlStrengthsSupports short-term price reductions Variety of sales promotion tools

24、 availableEffective in changing short-term behaviorlWeaknessesImpact may be limited to short-termPrice-related sales promotion may hurt brand imageEasy for competitors to copy2023/3/27324.Factors that determine the type of promotional tools used There are several factors that should be taken into ac

25、count in deciding which,and how much of each tool to use in a promotional marketing campaign.2023/3/2733Resource availability and the cost of each promotional tool Market size and concentration Customer information needs 2023/3/27342023/3/2735Promotional mix comparisonToolStrengthsWeaknessesAdvertis

26、ingLarge audience,low cost per contact,can modify messageOverall expensive,difficult to measure effectivenessDirect mailEffective when using targeted and current mailing listReaches disinterested parties and considered“junk”Personal sellingTailored to each buyer,immediate buyer responseExpensiveTele

27、marketingImmediate feedback and immediate buyer responseOften seen as intrusiveWord of mouthInexpensive,has high credibilityDifficult to manageSales promotionInexpensive,short-term sales increasesNon-personal appealPublic relationsCreates positive attitude about product/firmNon-personal appeal,hard

28、to measure effectiveness2023/3/2736Push vs.PullPushConvince retailers and wholesalers to market the products PullConvince consumers to ask intermediaries for the productsConsumersRetailersWholesalers2023/3/2737Why the increase in Sales Promotion?Growing retailer powerDeclining brand loyaltyIncreased

29、 promotional sensitivityBrand proliferationFragmentation of consumer marketShort-term focusIncreased managerial accountabilityCompetitionClutter2023/3/2738Step 1.Prospecting and QualifyingIdentifying and Screening For Qualified Potential Customers.Steps in the Selling ProcessStep 2.Pre-approachStep

30、3.ApproachKnowing How to Meet the Buyerto Get the Relationship Off to a Good Start.Step 4.Presentation/DemonstrationTelling the Product“Story”to the Buyer,and Showing the Product Benefits.2023/3/2739Steps in the Selling Process Step 5.Handling Objections Step 6.Closing Step 7.Follow-UpSeeking Out,Cl

31、arifying,and Overcoming Customer Objections to Buying.Asking the Customerfor the Order.Following Up After the Sale toEnsure Customer Satisfactionand Repeat Business.2023/3/2740Alternative Steps:Find emGrab emShow emAnswer emSell emKeep em1、有时候读书是一种巧妙地避开思考的方法。3月-233月-23Monday,March 27,20232、阅读一切好书如同和

32、过去最杰出的人谈话。16:02:3416:02:3416:023/27/2023 4:02:34 PM3、越是没有本领的就越加自命不凡。3月-2316:02:3416:02Mar-2327-Mar-234、越是无能的人，越喜欢挑剔别人的错儿。16:02:3416:02:3416:02Monday,March 27,20235、知人者智，自知者明。胜人者有力，自胜者强。3月-233月-2316:02:3416:02:34March 27,20236、意志坚强的人能把世界放在手中像泥块一样任意揉捏。27 三月 20234:02:34 下午16:02:343月-237、最具挑战性的挑战莫过于提升自我

33、。三月 234:02 下午3月-2316:02March 27,20238、业余生活要有意义，不要越轨。2023/3/27 16:02:3416:02:3527 March 20239、一个人即使已登上顶峰，也仍要自强不息。4:02:35 下午4:02 下午16:02:353月-2310、你要做多大的事情，就该承受多大的压力。3/27/2023 4:02:35 PM16:02:3527-3月-2311、自己要先看得起自己，别人才会看得起你。3/27/2023 4:02 PM3/27/2023 4:02 PM3月-233月-2312、这一秒不放弃，下一秒就会有希望。27-Mar-2327 March 20233月-2313、无论才能知识多么卓著，如果缺乏热情，则无异纸上画饼充饥，无补于事。Monday,March 27,202327-Mar-233月-2314、我只是自己不放过自己而已，现在我不会再逼自己眷恋了。3月-2316:02:3527 March 202316:02谢谢大家谢谢大家