Download - 06 POM-BBA
-
7/30/2019 06 POM-BBA
1/14
MarketingManagement
Place, Promotion &
CompetitiveAdvantage
-
7/30/2019 06 POM-BBA
2/14
Placement
Placement covers distribution
channels,
Supply chain management and other
Decisions that impact the availability
of product for consumer.
-
7/30/2019 06 POM-BBA
3/14
Placement is a vital
marketing mix element
A wrong choice of placement can
distort your brand image
make your offering inaccessible
cause inconvenience
increase costs
So no room for mistakes
-
7/30/2019 06 POM-BBA
4/14
The Nature and Importance of Marketing
Channels
-
7/30/2019 06 POM-BBA
5/14
Promotions
-
7/30/2019 06 POM-BBA
6/14
The Promotion Mix
The promotion mix is the specificblend of advertising, publicrelations, personal selling, anddirect-marketing tools that thecompany uses to persuasively
communicate customer value andbuild customer relationships
-
7/30/2019 06 POM-BBA
The Promotion Mix
Major Promotion Tools
Advertising is any paid form of non-
personal presentation and promotion ofideas, goods, or services by an identifiedsponsor
Broadcast
Print Internet
Outdoor
-
7/30/2019 06 POM-BBA
The Promotion Mix
Major Promotion Tools
Sales promotion is the short-term
incentives to encourage the purchase orsale of a product or service
Discounts
Coupons
Gifts
Add-ons
-
7/30/2019 06 POM-BBA
The Promotion Mix
Major Promotion Tools
Public relations involves building goodrelations with the companys various
publics by obtaining favorable publicity,building up a good corporate image, andhandling or heading off unfavorablerumors, stories, and events
Press releases
SponsorshipsSpecial eventsWOM
-
7/30/2019 06 POM-BBA
10/[email protected] 10
The Promotion Mix
Major Promotion Tools
Personal selling is the personalpresentation by the firms sales
force for the purpose of makingsales and building customerrelationships
Sales presentationsTrade shows
Incentive programs
-
7/30/2019 06 POM-BBA
11/[email protected] 11
The Promotion Mix
Major Promotion Tools
Direct marketing involves making directconnections with carefully targetedindividual consumers to both obtain animmediate response and cultivate lastingcustomer relationshipsthrough the useof direct mail, telephone, direct-responsetelevision, e-mail, and the Internet tocommunicate directly with specificconsumers
CatalogTelemarketingKiosks
-
7/30/2019 06 POM-BBA
12/[email protected] 12
The Need for Integrated MarketingCommunications
Integrated marketing communications is the
integration by the company of itscommunication channels to deliver a clear,consistent, and compelling message aboutthe organization and its brands
Integrated Marketing
Communications
-
7/30/2019 06 POM-BBA
13/[email protected] 13
Integrated Marketing
Communications
The Need for Integrated Marketing Communications
Integrated marketing communications
calls for recognizing all contact pointswhere the customer may encounter the
company and its brands
These contact points are called brand
contact
-
7/30/2019 06 POM-BBA
14/14
T H E E N D