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Business battle fiercely, making an enormous variety of products to meet
different customers’ needs. In many businesses, promotion is the key to
a new product success. Promotion is any technique designed to sell a
product to a customer. To sell a product, promotional techniques must
communicate the uses, features, & benefits of the product. Here we will
look at different reasons for & approaches to promotion, When & why
companies use particular tools & strategies, & the special promotional
problems & solutions of small business.

Promotional Objectives, Strategies, & Tolls

In developing a promotional plan, marketers must consider the company’s
basic promotional objectives. They must develop promotional strategies
to reach those objectives. Then, as a part of their strategies, they
must choose among various promotional tools that may be used alone or in
combination

Promotional Objectives

You may think that the ultimate objective of any type of promotion is to
increase sales. You’re right. After all, the goal of any business is to
make money, & companies make money by making sales. However, marketers
also use promotion to communicate information, position products, &
control sales volume.

Communication of Information.

A very basic objective of promotion is to communicate information from
one person or organization to another. Consumers cannot buy a product
unless they have been informed about it.

Information may advise customers about the availability of a product. It
may educate them on the latest technological advances. Or it may
announce the candidacy of someone running for a government office.

Information may be communicated in writing (newspapers & magazines) It
may be communicated verbally (in person or over the telephone) Or it may
be communicated visually (television, a match book cover, or a
billboard). Today, the communication of information regarding a
company’s products or services is so important that markets try to place
it wherever consumers may be.

Product Positioning.

Another objective of promotion, Product Positioning, is to establish an
easily

identifiable image of a product in the minds of consumers. For example,
by selling only in

department stores, Lauder products have positioned themselves as more
upscale than cosmetics sold in drugstores. Given all the brands &
trademarks in the marketplace, it is impossible for an individual to
remember each one. Therefore, marketers seek a unique position in
buyer’s minds.

Positioning a product is difficult because the company is trying to
appeal to a specific segment of the market rather than to the market as
a whole. First, the company must identify which segments of a market
could would be likely purchasers of its product & who is competitors
are. Only then can it focus its promotional strategy on differentiating
its product from the competition’s, while appealing to its target
audience.

Controlling Sales Volume.

Another objective of promotions is sales volume control. Many companies
such as Hallmark Cards, experience seasonal sales patterns. By
increasing its promotional activities in slow periods, the firm can
achieve a more stable sales volume throughout the year. As a result, it
can keep its production & distribution systems running evenly.
Promotions can even turn slow seasons into peak sales periods. For
example, greeting card companies & florists together have done much to
create Grandparents’ day.The result has been increased consumer desire
to send cards & flowers to older relatives in the middle of what was a
dry for these industries.

Promotional Strategies

Once a firm’s promotional objectives are clear, it must develop a
promotional strategy to achieve these objectives. Promotional strategies
may be of the push or pull variety. A company with a Push strategy will
aggressively push its product through wholesalers & retailers, who
persuade customers to buy it. In contrast, a company with Pull strategy
appeals directly to customers who demand the product from retailers, who
in turn demand the product from wholesalers.

Makers from industrial products most often use a Push strategy And
makers of consumer products most often use a Pull strategy. Many large
firms use a combination of the two strategies. For example, General
Foods uses advertising to create consumer demand(pull) for its cereals.
It also pushes wholesalers & retailers to stoke these products. Once the
promotional strategy has been determined, it guides the company’s choice
of promotional objectives & the types of promotional communicational
tools that will be used.

Picking the Right Tools for the Promotional Mix

Based on these strategies, the firm must select the right promotional
tools. There are four basis types of promotional tools: Advertising,
Personal selling, Sales promotions, & Publicity & Public relations.

The best combination of these tools-the best promotional mix – depends
on many

factors. The company’s product, the costs of different tools versus the
promotional budget, & characteristics in the target audience all play a
role.

The product. The nature of the product being promoted affect the mix
greatly. For example, advertising can reach a large number of widely
dispersed consumers. Thus it is used by makers of products that might be
purchased by anyone, like sunglasses, radios & snack foods. Companies
introducing new products also favor advertising because it reaches a
large number of people very quickly & can repeat a message many times.
Personal selling, on the other hand, is important when the product
appeals to a very specific audience, such as piping or pressure gauges
for industrial accounts.

Cost of the Tolls. The cost of communication tools is also important.
Because personal selling is an expensive communicational tool, it is
most appropriate in marketing high-priced goods like computers for
industrial customers & homes for consumers. In contrast, advertising
reaches more customers per dollar spent.

A promotional mix that is good for one company is not really good for
another. For example, Frito -Lay can afford to spend millions of dollars
on advertising & consumer promotions to promote Ruffles Cajun Spice
potato chips nationally. But Zapps Potato Chips of Gramercy, Louisiana,
the innovator in Cajun flavor potato chips, must rely on personal
selling & publicity to promote its Cajun Craw-taters locally.

Promotion & the Buyer Decision Process. Another consideration in
establishing the promotional mix is the stage of the buyer decision
process that customers are in. Customers must first recognize the need
to make a purchase. At these stage marketers need to make sure the buyer
is aware that their products exist. Thus, advertising & publicity, which
can reach a large number of people very quickly, are very important.

At the next stage, customers want to learn more about possible products.
Advertising & personal selling are important because they both can be
used to educate the customer about the product.

During the third stage, customers will evaluate & compare competing
products. Personal selling is vital at this point because sales
representatives can demonstrate their product’s quality & performance in
direct relation to the competition’s product.

Next, customers decide ton a specific product & purchase it. Sales
promotion is effective at these stage because it can give consumers an
incentive to buy. Personal selling can also help by bringing the product
to convenient location for the consumer.

Finally, consumers evaluate the product after buying it. Advertising, or
even personal selling, is sometimes used after the sale to remind
consumers that they made wise & prudent purchases.

Advertising Promotions

Advertising Strategies

Advertising strategies most often depend on which stage of the product
life cycle their product is in. During the introduction stage,
Informative Advertising can help develop an awareness of the company &
its product among buyers & can establish a primary demand for the
product. For example, when a new textbook is being published,
instructors receive direct-mail advertisements notifying them of the
book’s contents & availability.

As products become established, advertising stages must change. During
the growth stage, Persuasive Advertising can influence customers to buy
the company’s products, not those of its rivals. For example, during its
growth stage, Advil used this approach to attract buyers of Tylenol &
other pain relievers. Persuasive advertising is also important during
the maturity stage to maintain the product’s level of sales. In
addition, Comparative Advertising may help to steal sales away from the
competition. After proclaiming that «most people in Ford country drive
Chevy pickups», the ad then discusses specific features of the two
brands, in a classic example of the comparison approach.

Finally, during the latter part of the maturity stage and all of the
decline stage, Reminder Advertising keeps the product’s name on the tip
of the consumer’s lips. And so Atari continues to advertise its home
video games, even though attention has shifted over to a newer
competitor, Nintendo.

Whatever the product’s life cycle stage, advertising strategies must
consider timing. Should the organization advertise throughout the year
on a continual basis, or seasonally? Companies such as commercial banks
space ads evenly throughout a year.

Advertising Media

In developing advertising strategies, marketers must also consider the
best

Advertising Medium for their message. IBM, for example, uses television
ads to keep its name fresh in consumers’ minds. But it uses newspaper &
magazine ads to educate consumers on the product’s abilities & trade
publication to introduce new software. Each advertising medium has its
own advantages & disadvantages.

Newspapers. Newspapers are the most widely used advertising medium,
accounting for about 27 % of all advertising expenditures. Newspapers
offer excellent coverage, since each local market has at least the daily
newspaper & many people read the paper ever day(Like you are).This
medium offers flexible, rapid coverage, since ads can change from day to
day. It also offers believable coverage, since ads are presented
side-by-side with news. However, newspapers are generally thrown out
after one day, often cannot print in color, & have poor reproduction
quality. Moreover newspapers don’t usually allow advertisers to target
their audience very well.

Television. Television accounts for about 22% of all advertising
expenditures. In addition to the major networks, cable television is
becoming a major advertising medium. Cable ad revenues have increased
from $58million in1980 to $1.4billion in1988, & are projected to be over
$2billion by1990.

Television allows advertisers to combine sight, sound, & motion, thus
appealing to almost all the viewer’s senses. National advertising is
done on television because it reaches more people than any other medium.

One disadvantage of television is that there are too many commercials,
causing viewers to confuse products. Most people for example, can’t
recall whether a tire commercial was for Firestone, or Goodrich. Viewers
of VCR tapes of shows often fast-forward past the ads. Another
disadvantage, is that the normal «Commercial spot» lasts only a short
time(usually 30sec), & then its gone. If the viewer is not paying
attention, the impact of the commercial is lost. Brevity also makes
television a poor medium in which to educate viewers about complex
products. Finally television is the most expensive medium. A 30sec
commercial during the Super Bowl costs about $750.000!

Direct Mail. Direct Mail advertisements account for 17% of all
advertising expenditures. As the name implies, direct mail often
involves fliers mailed directly to consumers’ homes or places of
business. Direct Mail allows the company to select its audience &
personalize the message. Consumers are also exposed to far less direct
mail than to other advertising media. Moreover, although direct mail
incurs the largest advance costs of any advertising technique, it also
appears to have the highest cost effectiveness. These features have
helped to make direct mail a fast-growing advertising medium.

Radio. About 7% of all advertising expenditures are for radio time. A
tremendous number of people listen to the radio each day, and radio ads
are very inexpensive. In addition, since most radio is programmed
locally, this medium gives advertisers a high degree of customer
selectivity. For example, radio stations are already segmented into
listening categories such as rock & roll, country & western, jazz, talk
shows, news & religious programming.

Like television however, radio ads are over quickly. And radio permits
only an audio presentation. Also people tend to use the radio as a
background while they’re

doing their things, paying little attention to the advertisements.

Magazines. Magazine advertising accounts for roughly 5% of all
advertising. The many different magazines on the market provide a high
level on consumer selectivity. Magazine advertising also allows for
excellent reproduction of photographs & artwork that not only grabs
buyer’s attention, but may also convince them on the product’s value.
And magazines allow advertisers plenty of space for detailed product
information Another advantage of magazines is that they have a long life
& tend to be passed from person to person, thus doubling & tripling the
number of exposures.

The problem with magazine advertising is that ads must be submitted well
in advance to be included in a certain issue. Often there is no
guarantee of where within a magazine in ad will appear. Naturally, a
company would prefer to have its advertisement appear near the front of
the magazine or within a feature article.

Outdoor. Outdoor advertising – billboards, signs, & advertising buses,
taxis, & subways – makes up a little more than 1 % of all advertising.
These advertisements are relatively inexpensive, they face little
competition for customers’ attention, & they are subject to high repeat
exposure. Unfortunately, companies have little control over who will see
their advertisement.

Types of Advertising

Regardless of the media used, advertisements fall into one of several
categories. Brand Advertising promotes a specific brand, such as
Kodak126 film, Head & shoulders shampoo, & Nike Air Jordan basketball
shoes. Advocacy Advertising promotes a particular candidate or
viewpoint, as in ads for political candidates at electon time and
antidrug commercials. Institutional Advertising promotes a fir’s
long-term image, as when AT&T assures customers that it is “the right
choice.

Advertising to Specific Markets’

Advertisements also differ in to whom they are directed. That is,
advertisement depend on the company’s target market. In consumer
markets, local stores usually sponsor retail advertising to encourage
consumers to visit the store & buy its products & services. Larger
retailers use retail advertising on both a local & national level. Often
retail advertising is actually cooperative advertising, with the cost of
the advertising shared by the retailer & the manufacturer.

In industrial markets, to communicate with companies that distribute its
products, some firms use trade advertising publications. And to reach
the professional purchasing agent & managers at firm buying raw material
or components, companies use industrial advertising.

Regulation of Advertising

Advertising affects nearly every American. Because it can be used to
deceive as well as inform buyers, advertising has increasingly come
under regulation. The first regulation of advertising activities came
in1914. This act created the Federal Trade Commission to protect
competition from unfair trade practices.

Members of the advertising industry also regulate themselves to some
degree. Advertising media, including television networks & local
stations magazines, & newspapers, decline ads they believe to be false
or in poor test. And the National Advertising Review Board investigates
complaints against national advertisers. If it finds in favor of the
advertiser, chargers are dropped. If it finds in favor of the
complaining party, then the advertiser must modify or withdraw its
claim.

Personal Selling Promotions

Virtually everyone has engaged in some sort of sales activity. Perhaps
you had a lemonade stand or sold candy for the drama club. Or you may
have gone on a job interview – selling your abilities & service as an
employee to the interviewers company.

Personal selling – the oldest form of selling – is a vital cog in many
companies’ promotional efforts. It provides the personal link between
seller & buyer. It adds to a firm’s creditability because it provides
buyers with someone to interact with & to answer their questions.

Because it involves personal interaction, however, personal selling
requires a level of trust between the buyer & the seller. When a buyer
fells cheated by the seller, that

trust has been broken & negative attitude towards salespeople in general
develops. To counteract this reputation, many companies are emphasizing
customer satisfaction & generally striving to improve the effectiveness
of whatever personal selling they undertake.

Personal selling is also most expensive form of promotion per contact
because presentations are generally made to one or two individuals at
time. Personal selling expenses include salespeople’s compensation &
their overhead, usually travel, food & lodging. The average cost of
sales call has been estimated an approximately $240 & has been
increasing rapidly in recent years.

The high cost of personal sales have prompted many companies to set up
Telemarketing departments. Telemarketing is the use of the telephone to
carry out many of the activities involved in marketing a company’s
products. Telemarketing can be used to handle any stage of the personal
selling process or to set up appointments for outside sales people.

Types of Personal Selling Situations

Managers of both telemarketing & traditional personal sales people must
always consider how personal service are affected by the difference
between consumer products & industrial products. Retail selling involves
selling a consumer product for the buyer’s own personal or household
use. Industrial selling deals with selling products to other businesses,
either for manufacturing other products or for resale.

Each of this selling groups situations has its own distinct
characteristics. In retail selling the buyer usually comes to the
seller. The industrial salesperson almost always goes to the prospect’s
place of business. The industrial decision process also may take longer
than a retail decision because more money, decision makers, & weighting
of alternatives are involved. And industrial buyers are professional
purchasing agents who are accustomed to dealing with salespeople.
Consumers in retail stores, on the other hand, may be intimidated by
salespeople.

Personal Selling Tasks

Improving sales efficiency also requires marketers to consider
salespeople’s tasks. Three basic tasks are generally associated with
selling: Order processing, creative selling, & missionary selling. Sales
jobs usually require salespeople to perform all three tasks to some
degree, depending on the product & the company. As you will see, this
tasks differ in the skills required, the methods used, & the reasons for
using them.

Order Processing. At the most basic level, Order Processing, a
salesperson receives an order & sees to the handling & delivery of that
order. Route salespeople are often order processors. They call on
regular customers to check the customer’s supply of bread, milk, snack
foods, or soft drinks. Then, with a customer’s consent, they determine
the size of the reorder, fill the order form their trucks, & stack the
customer’s shelves.

Creative Selling. When the benefits of the product are not clear,
creative selling may persuade buyers. Most industrial products involves
creative selling because the buyer has not used the product before or
may not be familiar with the features & uses of

a specific brand. Personal selling is also crucial for high priced
consumer products, such as homes, where buyers comparison shop. Any new
product can benefit from creative selling that differentiates it from
other products. Finally, creative selling can help to create a need.

Missionary Selling. A company may also use missionary selling to promote
itself & its products. The goal of missionary selling is to promote the
company’s long-term image than to make a quick sale.

The Personal Selling Process

Although all three sales tasks are important to an organization using
personal selling, perhaps the most complicated is creative selling. It
is the creative salesperson who is responsible for most of the steps in
the personal selling process described here.

Prospecting & Qualifying. In order to sell, a sales person must first
have a potential customer, or prospect. Prospecting is the process of
identifying this potential customers. Salespeople find prospects through
past company records, customers , friends, relatives, company personnel,
& business associates. Prospects must then be qualified to determine
whether or not they have the authority to buy & the ability to pay.

Approaching. The first few minutes that a salesperson has contact with a
qualified prospect are called the approach. The success of later stages
depends on the prospect’s first impression of the salesperson, since
this impression affects the salesperson’s creditability. Thus,
salespeople need to present a neat, professional appearance & to greet
prospects in a strong, confident manner.

Presenting & Demonstrating. Next, the salesperson must present the

promotional message to the prospect. A presentation is the full
explanation of the

product, its features, & its uses. It links the product’s benefits to
the prospect’s needs. A presentation may or may not include a
demonstration of the product.

Handling Objections. No matter what the products, prospects will have
some objections. At the very least, prospects will object to a product’s
price, hoping to get a discount. Objections show the salesperson that
the buyer is interested in the presentation & which parts of the
presentation the buyer is insure of or has a problem with. They tell the
salesperson what customers feel is important &, essentially, how to sell
them.

Closing. The most critical part of the selling process is the close, in
which the

sales person asks the prospective customer to buy the product.
Successful salespeople, recognize the signs that a customer is ready to
buy. Salespeople can ask directly for the sale or they can indirectly
imply a close. Questions such as « Could you take delivery Tuesday?» & «
Why don’t we start you off with an initial order of ten cases?» are
implied closes. Such indirect closes place the burden of rejecting the
sale on the prospect, who often will find it hard to say no.

Following Up. The sales process doesn’t end with the close of the sale.
Most companies wants customers to come back again. Sales follow-up
activities include fast processing of the customer’s orders & on-time
delivery. Training in the proper care & usage of the product & speedy
service if repairs are needed may also be part of the fallow-up.

Sales Promotions

Sales promotions ( motivators) are a very important factor in the
promotional mix because they increase the chances that consumers will
try a product. They also enhance recognition for the products. And they
can increase the purchase size & amount.

Did you ever here a promotional slogan « buy three & get one free.»

To succeed, however, sales promotions must be convenient & accessible
when the decision to purchase occurs.

Types of Sales Promotions

Sales promotions can take a variety of forms. The best known are
coupons, point of purchase displays, free samples, trading stamps,
premiums, trade shows, trade promotions, & contests & sweepstakes.

Coupons. Any certificate that entitles the bearer to a stated savings
off a product’s regular price is a coupon. Coupons may be used to
encourage customers to try new products, to attract customers away from
competitors or to include current customers to buy more of a product.
They appear in newspapers & magazines & are often sent through direct
mail.

Point-of-Purchase Displays. To grab customer’s attention as they walk
through the store, some companies use Point of Purchase Displays.
Displays located at the end of the aisles or near the checkout in
supermarkets are POP displays. POP displays are always coincide with a
sale or the item being displayed. They also make it easier for customers
to find a product & easier for manufacturers to eliminate competitors
from

consideration. The cost of shelf & display space, however, is becoming
more & more expensive.

Free Samples, Trading Stamps, & Premiums. Purchasing incentives such as
free samples, trading stamps, & Premiums are used by many manufacturers
& retailers. Premiums are gifts, such as pens, pencils, calendars, &
coffee mugs, that are given away to consumers in return for buying a
specified product. Retailers & wholesalers also receive premiums for
carrying some products.

Trade Shows. Periodically, industries sponsor Trade Shows for their
members & customers. Trade shows allow companies to rent booths to
display & demonstrate their products to customers who have a special
interest in the products or who are ready to buy. Trade shows are
relatively inexpensive & are very effective, since the buyer comes to
the seller already interested in a given type of product.

Contests & Sweepstakes. Customers, distributors, & sales representatives
may all be persuaded to increase sales of a product through the use of
contest. For example, distributors & sales agents may win a trip to
Hawaii for selling the most pillows in the month of March. Although
sweepstakes can’t require consumers to buy a product to enter, they may
increase sales by stimulating buyers’ interest in a product.

Publicity & Public Relations Promotions

Much to the delight of marketing managers with tight budgets, Publicity
Is FREE. Moreover, consumers see publicity as objective & highly
believable. Thus, it is a very important part of the promotional mix.
However marketers often have a little control over publicity.

Public relations is company-influenced publicity. It attempts to
establish a sense of goodwill between the company & its customers
through public service announcements that enhance the company’s image.
From this topic, so far, you may think that only large companies can
afford to seriously promote their goods & services. Although small
businesses have fewer resources, cost-effective promotions can improve
sales & enable small firms to complete with a much larger firms.

Small Business Advertising

The type of advertising chosen by a small business depends on the market
the

firm is trying to reach: Local, National, International.

Local Markets. Advertising is non prime-time slots on local television
offers great impact at a cost many small firms can afford. More commonly
though, small businesses with a local market use newspaper & radio
advertising &, increasingly, direct mail.

National Markets. Many businesses have grown from small to large
operations by using direct mail & particularly catalogues. By purchasing
mailing lists of other companies’ customers, a small firm can target its
mailing, reducing costs. The ability to target an audience also makes
specialized magazines attractive to small businesses.

International Markets. Television, radio, & newspapers are seldom viable
promotional options in reaching international markets because of both
their costs and their limited availability. Most small firms find direct
mail & magazine advertising the most effective promotional tools.

Small Business Personal Selling

Like advertising, personal selling strategies used by small businesses
depend on their intended market.

Local Markets. Some small firms maintain a sales force to promote & sell
their products locally. Other contract with a sales agency – a company
that handles the products of several companies – to act on their behalf.
Insurance agents who sell insurance for several different companies are
sales agencies.

National Markets. Because of a high costs of operating a national sales
force,

many companies have established telemarketing staffs. By combining
telemarketing with a catalog or other educational product literature,
small companies can sell their products nationally & compete against
much larger companies.

International Markets. Small companies can’t afford to establish
international offices in order to conduct businesses. Even sending sales
representatives overseas is expensive. Thus, many small companies have
combined telemarketing with direct mail in order to expand
internationally. Small businesses often depend on an interesting or
unusual sign to attract new customers.

Small Business Sales Promotions

Small companies use the same sales promotion incentives that larger
companies use. The difference is that larger firms tend to use more
coupons, POP displays, & sales contests. Smaller firms rely on premiums
& special sales, since coupons & sales contests are more expensive &
difficult to manage.

Small Business Publicity

Publicity is very important to small businesses with local markets.
Small firms often have an easier time getting local publicity than do
national firms. Readers of local papers like to read about local
companies, so local papers like to write about such businesses. But
fierce competition for coverage in national & international publications
limits the access small businesses have to those markets.

Distributing Goods & Services

In selecting a distribution mix for getting its products to customers, a
firm may use any or all of six distribution channels. The first four are
aimed at consumers & the last two at industrial customers. Channel 1
involves a direct sale to the consumer. Channel 2 includes a retailer.
Channel 3 also includes one wholesaler, while Channel 4 includes an
agent or broker before the wholesaler. Distribution strategies include
intensive, exclusive, & selective distribution.

Wholesalers act as distribution intermediaries, extending credit &
storing, repackaging, & delivering the product to other members of the
distribution channel. Full-service, & limited-service, merchant
wholesalers differ in the number of distribution functions they offer.
Agents & brokers never take legal possession of the product.

Retailing involves direct interaction with the final consumer. The major
types of retail stores are department, specialty, bargain, convenience,
supermarkets, & hypermarkets. (Like in Moscow.) They differ in terms of
size, services, & product type they offer, & product pricing. Some
retailing also takes place without stores, through the use of catalogs,
vending machines, & video marketing. According to the wheel of
retailing, conventional retailers are periodically Displaced by
low-priced innovative retailers, who then become more conventional &
subject to displacement.

Distribution ultimately depends on physically getting the product to the
buyer. Physical distribution includes customer-service operations such
as order processing. It also includes warehousing & transportation of
products. Warehouses may be public or private & may be used for
long-term storage or serve as distribution centers. Costs of warehousing
include inventory control & materials handling.

Truck, plane, railroad, water, & pipeline transportation differ in cost,
availability, reliability of delivery, & speed. Air is the fastest but
most expensive. Water carriers are the slowest, but least expensive.
Most products are moved by truck at some point. Transportation in any
form may be supplied by common carriers, freight forwarders, contract
carriers, or private carriers.

Developing & Pricing Products

Products are a firm’s reason for being, their features offer benefits to
buyers, whose purchases are the source of business profits. In
developing products, marketers must take into account whether their
market is individual consumers or other firms. Marketers must also
recognize that buyers will pay less for & worry less about the exact
nature of convenience goods than about shopping & specialty goods. In
industrial markets, expensive items are generally less expensive & more
rapidly consumed than are capital items.

The seven stages of product development are development the ideas,
screening, concept testing, business analysis, prototype development,
test marketing, & commercialization. Very few ideas for new products
survive to the commercialization stage.

When new products are launched, they have a life cycle that begins with
their introduction & progresses through stages of growth, maturity, &
decline Revenues rise through the early growth period; sales rise
through the late maturity period. In terms of the growth -share matrix,
this progression appears as a product moves from questions mark to star
to cash cow to dog.

Each product is given a visible identity by its brand & the way it is
packaged & labeled. National, licensed & private brands are developed to
create brand loyalty. Packaging provides an attractive container &
advertises the product. The label informs the consumer of the package
contents. The pricing of the product will determine its business
success, depending on the business objectives that are being sought.
Profit maximization, market share, & other business objectives may be
relevant to the pricing decision. Economic theory, cost-oriented
pricing, & break-even analysis are tan used as tools in determine
prices.

Pricing also involves choices of a basic pricing strategy can be used
for new products. Existing products may be priced at, above, or below
prevailing prices for similar products, depending on the other elements
in the marketing mix. Within a firm’s pricing strategies, managers set
prices using tactics such as price lining, psychological pricing, &
discounting.

PLAN

Promotional Objectives, Strategies, & Tools

Promotional Objectives

Promotional Strategies

Picking the Right Tools for the Promotional Mix

Advertising Promotions

Advertising Strategies

Advertising Media

Types Advertising

Advertising to Specific Markets

Regulation of Advertising

Personal Selling Promotions

Types of Personal Selling Situations

Personal Selling Tasks

The Personal Selling Process

Sales Promotions

Types of Sales Promotions

Publicity & Public Relations Promotions

Small-Business Advertising

Small-Business Personal Selling

Small-Business Sales Promotions

Small-Business Publicity

Distributing Goods & Services

Developing & Pricing Products

MANAGING MARKETING

(Promoting Goods & Services)

To Dr. Zavadovskiy

by Goubanova Galina

Marketing

21may1999

BIBLIOGRAPHY

Principles of Marketing Philip Kotler

Gary Armstrong

2.The practice of Marketing Kenneth E. Runyon

Business Ricky W. Griffin

Marketing Patrick E. Murphy

Ben M. Enis

Marketing Management ( A Strategic Approach)

Harper
W. Boyd, Jr

Orville C. Walker,Jr

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