1. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 1 Developing Distribution and Promotional Strategies

2. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 2 Distributing Products Distribution strategies Marketing intermediaries

3. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 3 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

4. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 4 How Intermediaries Simplify Commerce Reduce prices Reduce contacts Create utility –Time –Place –Possession

5. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 5 Alternative Distribution Channels Business Goods and Services Consumer Goods and Services Producer Agent/Broker Wholesaler Retailer Consumer

6. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 6 Channel Selection Market coverage Cost Control Channel conflict

7. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 7 Managing Physical Distribution Forecasting Order processing Inventory control Warehousing Materials handling Outbound transportation

8. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 8 Distribution Strategy and the Internet Improve efficiency Expand market reach

9. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 9 Promotional Strategies Promotional goals Product variables Promotional mix

10. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 10 Setting Promotional Goals Informing Persuading Reminding

11. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 11 Analyzing Product Variables The nature of the product Price of the product Product’s position in the life cycle

12. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 12 Choosing a Marketing Approach Push strategy Pull strategy

13. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 13 Selecting the Promotional Mix Personal selling Advertising Direct marketing Sales promotion Public relations

14. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 14 Personal Selling Process 1. Prospecting 2. Preparing 3. Approaching 4. Presenting 5. Handling objections 6. Closing 7. Following up

15. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 15 Advertising and Direct Marketing Product awareness Product image Consumer demand

16. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 16 Direct Marketing Vehicles Direct mail Target e-mail Telemarketing Internet

17. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 17 Advertising Categories Product Institutional National Local Cooperative

18. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 18 Major Advertising Media Newspapers Television Direct mail Radio Magazines Internet

19. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 19 Sales Promotion Consumer promotion Trade promotion

20. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 20 Consumer Sales Promotion Coupons Rebates Point-of-purchase Special-event sponsoring Cross-promotion Samples Premiums Specialty advertising

21. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 21 Trade Sales Promotion Trade allowances Display premiums Contests or sweepstakes Travel bonus programs

22. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 22 Public Relations News release News conference

23. © Prentice Hall, 2004 Business In Action 2eChapter 13 - 23 Integrated Marketing Communications Promotional mix and IMC –Public relations –Personal selling –Advertising –Direct marketing –Sales promotion