part Chapter © 2009 The McGraw-Hill Companies, Inc. All rights reserved. 1 McGraw-Hill Marketing: Place and Promotion 1 Chapter 10

© 2009 The McGraw-Hill Companies, Inc. All rights reserved. 2 McGraw-Hill 1.Explain place and how it pertains to marketing. 2.Describe logistics and different transportation modes. 3.Describe the types of retail competition and distribution. 4.Understand the five types of promotion. 5.Define Integrated Marketing Communication and its role in promotion. Learning Objectives

© 2009 The McGraw-Hill Companies, Inc. All rights reserved. 3 McGraw-Hill Players in “Place”: Marketing intermediaries Channel of distribution Agents/brokers Wholesaler Retailer The 4Ps of Marketing: Place

© 2009 The McGraw-Hill Companies, Inc. All rights reserved. 4 McGraw-Hill Full-service wholesalers Limited function wholesalers –Rack jobbers Consignment –Cash-and-carry wholesalers –Drop shippers Agents and Brokers No inventory, no credit, do not assume risk Sales agent Retail Intermediaries Merchant Wholesalers

© 2009 The McGraw-Hill Companies, Inc. All rights reserved. 5 McGraw-Hill 15-5 Utilities Created by Intermediaries FormTime Place Possession InformationService

© 2009 The McGraw-Hill Companies, Inc. All rights reserved. 6 McGraw-Hill Supply Chain Management Logistics –Transit –Associated costs Intermodal shipping Logistics and Transportation

© 2009 The McGraw-Hill Companies, Inc. All rights reserved. 7 McGraw-Hill Methods of Competition in Retailing Five ways to compete:  Price – Easy to match  Service – Customers first  Location – Good locations; Online convenience  Selection – Category killer  Entertainment – Value-added aspect Retailing

© 2009 The McGraw-Hill Companies, Inc. All rights reserved. 8 McGraw-Hill Retail Distribution Three categories: –Intensive, selective, and exclusive Other types of Retailing Electronic Telemarketing –Outbound and inbound call centers Vending Direct selling

© 2009 The McGraw-Hill Companies, Inc. All rights reserved. 9 McGraw-Hill Designing a Web Page 1.Site identifier 2.Navigation bar 3.Main content 4.Secondary content 5.Identification bar A well-designed website contains five basic elements.

© 2009 The McGraw-Hill Companies, Inc. All rights reserved. 10 McGraw-Hill The 4Ps of Marketing: Promotion Promotion mix Integrated Marketing Communication (IMC) Advertising Learn about products Free entertainment Covers production costs Product placement

© 2009 The McGraw-Hill Companies, Inc. All rights reserved. 11 McGraw-Hill Helping others satisfy wants & needs Costly Steps in the Selling Process Prospect and qualify. Pre-approach. Approach. Make presentation. Answer objections. Close sale. Follow-up. Personal Selling

© 2009 The McGraw-Hill Companies, Inc. All rights reserved. 12 McGraw-Hill Public Relations Three steps –Listen –Change –Inform Demands a dialogue Establish good relations Publicity –Interesting and newsworthy –Media not obligated to use press releases

© 2009 The McGraw-Hill Companies, Inc. All rights reserved. 13 McGraw-Hill Sales Promotions Supplements personal selling, advertising and public relations Internal External Trade shows Sampling Event marketing Other Types of Promotion Viral marketing Word-of-mouth promotion

© 2009 The McGraw-Hill Companies, Inc. All rights reserved. 14 McGraw-Hill IMC: Putting Promotions Together Different promotions Unified image Consistent and coordinated