1. Promoting & Distributing
Chapter 8
Promoting & Distributing
Use Of Advertising
Opportunities & Problems
Physical Distribution
Channels Of Distribution
Functions Of Intermediaries
Creative Selling Process

2. Advertising
“…informs customers of the availability, desirability, and uses of products.”
McGraw-Hill/Irwin
© 2006 The McGraw-Hill Companies, Inc. All rights reserved.

3. Types Of Advertising Product Institutional PhotoLink/Getty Images
Royalty-Free/CORBIS

4. Developing Advertising Program
Budget
Media
What/How To Say It
Agency
Expected Results

5. Advertising Budget Percentage Of Sales/Profits Units Of Sales
Objective- Immediate Response
Executive Decision
PhotoLink/Getty Images

6. Media Selection Newspaper Signage Direct Mail Circulars/Handbills
Yellow Pages
Radio
Television
Online
Chad Baker/Getty Images
PhotoDisc/Getty Images

7. Why People Don’t Shop Online
Isn’t secure
Jeopardize Privacy
Must Pay Shipping Charges
Not Enough Selection
Can’t Touch/Try First
No Satisfaction Guarantee
Returns A Hassle
Won’t Arrive On Time
Hard To Find Things
Enjoy Shopping Out Of House
Source: blink,

8. Necessary Website Features
Source: “Dreaming of a Green Christmas”, Newsweek, November 11, 2002, p. E24

9. Infomercial
“…long, usually half-hour TV ads hosted by a hyper ‘sellevangelist’ selling a relatively new product or service.”

10. Media Selection
Target Market
Cost
Relative
Absolute
Availability

11. Other Advertising Techniques
Merchandising- Point Of Purchase
Sales Promotion
Customer
Trade
Sales Force
Publicity- Free
Royalty-Free/CORBIS

12. Ethnic Differences Sources Of Information Values Of Print
Frequency Of Use/Affordability
Target Market Media
Ryan McVay/Getty Images

13. Global Marketing: Importing
Import & Sell Products
Sell International Products
Sami Sarkis/Getty Images

14. Levels & Risks Of Internationalization

15. Global Marketing: Exporting Myths
Only Large Firms
Uncertain Payment
Limited Sales Opportunities
Foreign Market Not Buy American
Startup Costs High
D. Falconer/PhotoLink/Getty Images
D. Falconer/PhotoLink/Getty Images

16. Global Marketing: Opportunities/Challenges
Expansion/Diversification
Effective Use
Lower Labor Cost
Natural Resources
Return On Investment
Tax Advantages
Demand For U.S. Products
Receiving Country Benefits
PhotoDisc/Getty Images

17. Global Marketing: Problems/Risks
Loss Of Assets/Earnings
Changing Political System
Exchange Rates
Difficulty In Getting Earnings
State-Subsidized Competition
Unskilled Labor
Communication/Coordination
Cultural Differences
Copyright/Patent Violations
Jason Reed/Getty Images

18. Export Or Not? Product Suitable Satisfy Foreign & Domestic Demand
Competitive Prices/Terms
Devote Time/Skills
Nick Koudis/Getty Images

19. Exporting Assistance Forms Small Business Administration
Information/Guidance
Financial Assistance
Small Business Administration
SCORE
ACE
U.S. Department Of Commerce
C. Sherburne/PhotoLink/Getty

20. Distribution
“…involves the effective movement of a product from the production line to the final consumer.”

21. Distribution Activities
Storing
Order Processing
Transportation
Speed
Frequency
Dependability
Points Served
Capability
Cost
StockTrek/Getty Images

22. Distribution Channel Considerations
Geographical Market & Consumer Types
Intensive, Selected, Exclusive Outlets
Producer’s Marketing Effort
Feedback
Incentives For Resellers
Andre Kudyusov/Getty Images

23. Distribution Channels: Consumer

24. Distribution Channels: Industrial

25. Intermediaries Brokers Agents Wholesalers Retailers
Ryan McVay/Getty Ima

26. Retailing Trends Off-Price Self-Service Fast Food ATMs
Television Shopping
Internet
Jason Reed/Ryan McVay/Getty Images

27. Creative Selling Process

28. Mental Attributes Of Creative Salesperson
Judgment
Tact
Positive Attitude
Royalty-Free/CORBIS

29. Physical Attributes Of Creative Salesperson