1. Copyright © 2009 Pearson Education Canada 12-1 Chapter 12 Developing Distribution and PromotionalStrategies

2. 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

3. 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

4. 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

5. Copyright © 2009 Pearson Education Canada 12-5 How Intermediaries Simplify Commerce

6. Copyright © 2009 Pearson Education Canada 12-6 Alternative Distribution Channels Consumer Goods and Services Producer Agent/Broker Wholesaler Retailer Consumer

7. Copyright © 2009 Pearson Education Canada 12-7 Channel Selection Factors MarketcoverageMarketcoverage CostCost ControlControl ChannelconflictChannelconflict

8. Copyright © 2009 Pearson Education Canada 12-8 Managing DistributionForecasting Inventory control Order processing Warehousing Materials handling Transportation

9. Copyright © 2009 Pearson Education Canada 12-9 Distribution Strategy and the Internet Improveefficiency Expand market reach

10. Copyright © 2009 Pearson Education Canada 12-10 Promotional Strategies Promotional goals Product variables Promotional mix

11. Copyright © 2009 Pearson Education Canada 12-11 Choosing a Marketing Approach WholesalerRetailerConsumerProducer WholesalerRetailerConsumerProducer Communication Flow Push Strategy Pull Strategy Communication Flow

12. Copyright © 2009 Pearson Education Canada 12-12 Setting Promotional Goals InformInformRemindRemindPersuadePersuade

13. Copyright © 2009 Pearson Education Canada 12-13 Analyzing Product Variables Nature of the product Price of the product Product’s position in its life cycle

14. Copyright © 2009 Pearson Education Canada 12-14 Selecting the Promotional Mix Personal selling Advertising Direct marketing Sales promotion Public relations

15. Copyright © 2009 Pearson Education Canada 12-15 Personal Selling Process Prospecting 1 Preparing 2 Approaching 3 Presenting 4 Handling objections Handling objections 5 Closing 6 Following Up 7

16. Copyright © 2009 Pearson Education Canada 12-16 Advertising and Direct Marketing Product awareness Product image Consumer demand

17. Copyright © 2009 Pearson Education Canada 12-17 Direct Marketing Vehicles Direct mail Targeted E-mail Telemarketing Internet

18. Copyright © 2009 Pearson Education Canada 12-18 Advertising Categories NationalNationalLocalLocalCooperativeCooperative ProductProductInstitutionalInstitutional

19. Copyright © 2009 Pearson Education Canada 12-19 Major Advertising Media RadioMagazinesInternet NewspapersTelevision Direct Mail Email

20. Copyright © 2009 Pearson Education Canada 12-20 Sales Promotion Consumerpromotion Tradepromotion

21. Copyright © 2009 Pearson Education Canada 12-21 Consumer Sales Promotion Coupons Rebates Point-of-purchase (POP) Special-event sponsoring Cross -promotion Samples Premiums Specialty advertising

22. Copyright © 2009 Pearson Education Canada 12-22 Trade Promotions Contests or sweepstakes sweepstakes TradeallowancesTradeallowances Travel bonus programs programs DisplaypremiumsDisplaypremiums

23. Copyright © 2009 Pearson Education Canada 12-23 Public Relations News release News conference ProductdemonstrationsProductdemonstrationsImportantnewsImportantnewsMediaquestionsMediaquestions

24. Copyright © 2009 Pearson Education Canada 12-24 IMC Integrated Marketing Communications PublicRelations PersonalSelling Advertising DirectMarketing SalesPromotion Effectiveness Consistency Impact Clarity