Copyright © 2009 Pearson Education Canada 12-1 Chapter 12 Developing Distribution and PromotionalStrategies
Copyright © 2009 Pearson Education Canada 12-2 Distributing Products Distribution Strategy –Overall plan for moving products to buyers –Most firms don’t sell directly to final users Marketing Intermediaries –Business people and organizations that facilitate movement of goods from producers to consumers
Copyright © 2009 Pearson Education Canada 12-3 Wholesaler and Retailer Roles Match buyers and sellers Provide market information Offer promotional and sales support Gather an assortment of goods Transport and store products Assume risks Provide financing
Copyright © 2009 Pearson Education Canada 12-4 Types of Retail Stores Category killer Convenience store Department store Discount store Factory/retail outlet Hypermarket Off-price store On-line retailers Specialty store Supermarket Warehouse club
Copyright © 2009 Pearson Education Canada 12-5 How Intermediaries Simplify Commerce
Copyright © 2009 Pearson Education Canada 12-6 Alternative Distribution Channels Consumer Goods and Services Producer Agent/Broker Wholesaler Retailer Consumer
Copyright © 2009 Pearson Education Canada 12-7 Channel Selection Factors MarketcoverageMarketcoverage CostCost ControlControl ChannelconflictChannelconflict
Copyright © 2009 Pearson Education Canada 12-8 Managing DistributionForecasting Inventory control Order processing Warehousing Materials handling Transportation
Copyright © 2009 Pearson Education Canada 12-9 Distribution Strategy and the Internet Improveefficiency Expand market reach
Copyright © 2009 Pearson Education Canada Promotional Strategies Promotional goals Product variables Promotional mix
Copyright © 2009 Pearson Education Canada Choosing a Marketing Approach WholesalerRetailerConsumerProducer WholesalerRetailerConsumerProducer Communication Flow Push Strategy Pull Strategy Communication Flow
Copyright © 2009 Pearson Education Canada Setting Promotional Goals InformInformRemindRemindPersuadePersuade
Copyright © 2009 Pearson Education Canada Analyzing Product Variables Nature of the product Price of the product Product’s position in its life cycle
Copyright © 2009 Pearson Education Canada Selecting the Promotional Mix Personal selling Advertising Direct marketing Sales promotion Public relations
Copyright © 2009 Pearson Education Canada Personal Selling Process Prospecting 1 Preparing 2 Approaching 3 Presenting 4 Handling objections Handling objections 5 Closing 6 Following Up 7
Copyright © 2009 Pearson Education Canada Advertising and Direct Marketing Product awareness Product image Consumer demand
Copyright © 2009 Pearson Education Canada Direct Marketing Vehicles Direct mail Targeted Telemarketing Internet
Copyright © 2009 Pearson Education Canada Advertising Categories NationalNationalLocalLocalCooperativeCooperative ProductProductInstitutionalInstitutional
Copyright © 2009 Pearson Education Canada Major Advertising Media RadioMagazinesInternet NewspapersTelevision Direct Mail
Copyright © 2009 Pearson Education Canada Sales Promotion Consumerpromotion Tradepromotion
Copyright © 2009 Pearson Education Canada Consumer Sales Promotion Coupons Rebates Point-of-purchase (POP) Special-event sponsoring Cross -promotion Samples Premiums Specialty advertising
Copyright © 2009 Pearson Education Canada Trade Promotions Contests or sweepstakes sweepstakes TradeallowancesTradeallowances Travel bonus programs programs DisplaypremiumsDisplaypremiums
Copyright © 2009 Pearson Education Canada Public Relations News release News conference ProductdemonstrationsProductdemonstrationsImportantnewsImportantnewsMediaquestionsMediaquestions
Copyright © 2009 Pearson Education Canada IMC Integrated Marketing Communications PublicRelations PersonalSelling Advertising DirectMarketing SalesPromotion Effectiveness Consistency Impact Clarity