© Prentice Hall, 2004 Business In Action 2eChapter Developing Distribution and Promotional Strategies

© Prentice Hall, 2004 Business In Action 2eChapter Distributing Products Distribution strategies Marketing intermediaries

© Prentice Hall, 2004 Business In Action 2eChapter Wholesalers and Retailers Match buyers and sellers Provide market information Provide promotional and sales support Gather an assortment of goods Transport and store products Assume risks Provide financing

© Prentice Hall, 2004 Business In Action 2eChapter How Intermediaries Simplify Commerce Reduce prices Reduce contacts Create utility –Time –Place –Possession

© Prentice Hall, 2004 Business In Action 2eChapter Alternative Distribution Channels Business Goods and Services Consumer Goods and Services Producer Agent/Broker Wholesaler Retailer Consumer

© Prentice Hall, 2004 Business In Action 2eChapter Channel Selection Market coverage Cost Control Channel conflict

© Prentice Hall, 2004 Business In Action 2eChapter Managing Physical Distribution Forecasting Order processing Inventory control Warehousing Materials handling Outbound transportation

© Prentice Hall, 2004 Business In Action 2eChapter Distribution Strategy and the Internet Improve efficiency Expand market reach

© Prentice Hall, 2004 Business In Action 2eChapter Promotional Strategies Promotional goals Product variables Promotional mix

© Prentice Hall, 2004 Business In Action 2eChapter Setting Promotional Goals Informing Persuading Reminding

© Prentice Hall, 2004 Business In Action 2eChapter Analyzing Product Variables The nature of the product Price of the product Product’s position in the life cycle

© Prentice Hall, 2004 Business In Action 2eChapter Choosing a Marketing Approach Push strategy Pull strategy

© Prentice Hall, 2004 Business In Action 2eChapter Selecting the Promotional Mix Personal selling Advertising Direct marketing Sales promotion Public relations

© Prentice Hall, 2004 Business In Action 2eChapter Personal Selling Process 1. Prospecting 2. Preparing 3. Approaching 4. Presenting 5. Handling objections 6. Closing 7. Following up

© Prentice Hall, 2004 Business In Action 2eChapter Advertising and Direct Marketing Product awareness Product image Consumer demand

© Prentice Hall, 2004 Business In Action 2eChapter Direct Marketing Vehicles Direct mail Target Telemarketing Internet

© Prentice Hall, 2004 Business In Action 2eChapter Advertising Categories Product Institutional National Local Cooperative

© Prentice Hall, 2004 Business In Action 2eChapter Major Advertising Media Newspapers Television Direct mail Radio Magazines Internet

© Prentice Hall, 2004 Business In Action 2eChapter Sales Promotion Consumer promotion Trade promotion

© Prentice Hall, 2004 Business In Action 2eChapter Consumer Sales Promotion Coupons Rebates Point-of-purchase Special-event sponsoring Cross-promotion Samples Premiums Specialty advertising

© Prentice Hall, 2004 Business In Action 2eChapter Trade Sales Promotion Trade allowances Display premiums Contests or sweepstakes Travel bonus programs

© Prentice Hall, 2004 Business In Action 2eChapter Public Relations News release News conference

© Prentice Hall, 2004 Business In Action 2eChapter Integrated Marketing Communications Promotional mix and IMC –Public relations –Personal selling –Advertising –Direct marketing –Sales promotion