Chapter 12,13,14 Flashcards
Promotion mix tools
Advertising (TV, billboard, newspaper)
Sales promotion (Coupon, Contest)
Direct marketing (Telephone marketing, Direct mail)
Personal selling (One-to-one selling)
Public relation (Fun raising, Events sponsorship)
Integrate marketing communication
Mix of its money communication channel to deliver a clear, consistent and competing message
Advertising
Advantage - can control message
Disadvantage - impersonal
Sales promotion
Advantage -attract attention
Disadvantage - effect short life
Direct marketing
Advantage -selective and pacific customer
Disadvantage -low respond rate
Personal selling
Advantage -target specific market
Disadvantage - Expensive, Inconsistent message
Public relation
Advantage -very believable
Disadvantage -cannot control message
Three major advertising objectives
Informative -new product
Persuasive -to compare with competitors
Remember -mature product
Advertising media
Newspaper
Television
Radio
Magazines
Outdoor
Public relation tools
Public city -gain awareness on media
Special publication -article written
Community project -do volunteering work
Fund raising -financial support for a charity
Special event sponsorship -sponsor event like sports or competition
Public affair activity -works to influence public policy
Promotion mix strategy
Push strategy (call customer to buy)
Pull strategy (create the product in consumer High demand)
Steps in selling process
Prospecting and qualifying -Find customer and screen them
Pre-approach -learn before explaining to customer
Presenting and demonstration -Tell the product story and the benefit to buy it
Handling objection -seek out Clarified and overcome objection
Closing -ask customer for an order
Follow up -after sales service
Direct marketing
Connect directly with target consumer to:
Get immediate response
Built lasting relationship
Forms of traditional direct market
Direct mail
Catalogue marketing
Telemarketing
Direct respond TV
Kiosk Marketing
Forms of digital marketing
Online marketing ( website, online advertisement, Email marketing, Online video, blog and forums)
Social media marketing (use Instagram Instagram, Facebook)
Mobile marketing (mobile apps download)
Sales promotion (consumer promotion)
Coupon
Sampling
Free gifts
Cash refund
Contest
Pop up store
Sales promotion (trade promotion)
Free advertising item
Prices discount/allowances
Sales contest
Trade show
Social media marketing (challenge)
How to use it effectively
Large user control
Social media marketing (advantages)
Target and personal
Cost effective
Immediately and timely
Interactive
Mobile marketing (advantage)
Simulate immediate buying
Make shopping easier
Enrich the brand experience
