Post on 11-Jan-2015
description
transcript
Presentation of
Marketing Management
Sales Promotion
Definition
Sales promotion is a key ingredient in marketing campaigns, consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.
Cont…
Advertisement offers a reason to buy where as sales promotion offers a incentive to buy.
Sales promotion includes tools for consumer promotion: samples, coupons, cash refund offers, prices off, premiums, prizes, free trials, warranties.
Objectives
• To identify target market or life style• To Increase consumer inventory and
consumption• To encourage repurchase • To increase awareness of product• It increases sales of complementary
products• Stimulate impulse purchasing • Allow flexible pricing
Techniques
• Samples• Coupons• Cash refund offers• Price packs• Prizes• Free trials• Product warranties• Cross-Promotion
Creating a brand experience:
Coca-Cola in Las Veges, with
a 100-foot lighted coke
bottle as part of the front of the
building.
Direct Marketing
Definition
Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen.
These channels includes direct mail, catalogs, telemarketing, interactive TV, Web sites and mobile devices.
Direct Marketing Channels
Direct mail
Catalogs
Telemarketing
Other direct response
Constructing a Direct-Mail Campaign
Establish objectives
Select target prospects
Develop offer elements
Test elements
Execute
Measure success
Types of Telemarketing
• Telesales• Telecoverage• Teleprospecting• Customer service
and technical support
Other Media for Direct Response
• Television
• Direct Response Advertising
• At-home shopping channels
• Videotext
Benefits of Direct Marketing
• Personal relationship with customers.• Benefit to customer – Home shopping
(via internet).• It makes offers and strategy less visible
to competitors.• It can measure response to companies
campaigns.
Interactive Marketing
Definition
Interactive Marketing refers to the evolving trend in marketing whereby marketing has moved from a transaction-based effort to a conversation.
Cont…
According to John Deighton, interactive marketing features “the ability to address an individual and the ability to gather and remember the response of that individual” leading to “the ability to address the individual once more in a way that takes into account his or her unique response”
Cont…
• Interactive marketing is not synonymous with online marketing, although interactive marketing processes are facilitated by internet technology.
• Amazon.com is an excellent example of the use of interactive marketing, as customers record their preferences and are shown book selections that match not only their preferences but recent purchases.
Methods of Interactive marketing
• Interactive communication.• Loyal customer programmes.• After marketing activities.
Online Promotional Opportunities
• Websites• Microsites• Search ads• Display ads• Interstitials• Internet-specific ads and videos
• Sponsorships• Alliances and affiliate programs• Online communities• Email• Mobile marketing
Words of Mouth
Definition
Words of mouth marketing is also called words of mouth advertisement, is an unpaid form of promotion- oral or written. On which satisfied customers tell other people how much they like a business, product, service or event.
Marketing Buzz or simply Buzz is a term used in it- the interaction of customers and users of a product or service serve to amplify the original marketing message.
How to Start Buzz
• Identify influential individuals and companies and devote extra effort to them
• Supply key people with product samples• Work through community influentials• Develop word-of-mouth referral channels to build
business• Provide compelling information that customers
want to pass along