Marketing mix and sale promotion
Download as PPTX, PDF24 likes2,748 views
This document provides an overview of marketing mix and sales promotion concepts. It begins with defining key marketing terms like the marketing process, customers, and the 4Ps of marketing mix - product, price, place, and promotion. It then discusses various promotion tools including advertising, public relations, sales promotion, and personal selling. It provides examples of each tool and discusses their advantages and disadvantages. The document aims to explain basic marketing management concepts.
Marketing mix and sale promotion
- 1. Marketing Mix and Sale promotion Behshad Mehrabi
- 2. Agenda Marketing management basic concepts How to build Marketing Plan
- 3. Simple Business System Industry (a collection of sellers) Market (a collection of Buyers) Goods/services Money Communication Information
- 4. What is Marketing…?? Selling? Advertising? Promotions? Making products available in stores? Maintaining inventories? All of the above, plus much more!
- 5. Marketing = ? Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services to create exchanges that satisfy individual and organizational goals American Marketing Association
- 6. Who is a Customer ?? Anyone who is in the market looking at a product / service for attention, acquisition, use or consumption that satisfies a want or a need CUSTOMER IS . . . . .
- 7. Customer – CUSTOMER has needs, wants, demands and desires Understanding these needs is starting point of the entire marketing
- 8. Market Segmentation nations, states, countries, or even neighborhoodsGeographic Demographic Psychographic behaviorist age, sex, family size, education, income, social and race personality and/or lifestyle like activities, interests, and opinions degree of use (heavy versus light), and/or brand loyalty
- 9. Scope – What do we market Goods Services Events Experiences Personalities Place Organizations Properties Information Ideas and concepts
- 10. Anything that is offered to the market for attention, acquisition, use or consumption that satisfies a want or a need Product is . . . . .
- 12. Push vs. pull strategy Producer Wholesaler Retailer Consumer Producer Wholesaler Retailer Consumer PUSH STRATEGY PULL STRATEGY Product flow Promotion effort 9-10 Product flow
- 13. Product lifecycle The product lifecycle looks at the sales of a product over time Launch – high expenditure on promotion and product development, low sales. Growth – sales increase and product should break-even Maturity – sales stabilise, less expenditure on promotion needed, revenue & profit should be high Decline – sales decline, extension strategies can be adopted or the product withdrawn
- 14. The BCG Matrix
- 15. The 4 Ps & 4Cs Marketing Mix Product Price Promotion Place Customer Solution Customer Cost Communication Convenience
- 16. Marketing Mix of GM
- 17. Product ‘Product’ refers to the functions and features of a good or service Should satisfy the needs of the customer ‘Product’ also includes a range of factors such as packaging quality warranties after-sales service branding
- 18. Extension strategies Extension strategies should maintain or increase sales. They include: Modifying the product Reducing the price Adding a feature Promoting to a different market sector
- 20. Price leaders and takers Price leader – businesses that dominate the market can often dictate the price charged for a product. Other businesses follow this lead. Price taker – businesses have to charge the market price. This is often the case where there are many small firms competing against each other.
- 21. Place Products should be conveniently available for customers to buy ‘Places’ include: Stores Mail order Telesales Internet The use of e-commerce (promoting and selling on the internet) has grown massively over the last few years
- 23. What is a promotion? Promotion is the element in an organisation’s marketing mix that serves to inform, persuade and remind the market about the organisation and/or its products. 9-1
- 24. Goals and Tasks of Promotion Informing Reminding Persuading Target Audience
- 25. Goals and Tasks of Promotion Informing Reminding Persuading Target Audience PLC Stages: Introduction Early Growth PLC Stages: Growth Maturity PLC Stages: Maturity
- 26. The Promotional Mix Combination of promotion tools used to reach the target market and fulfill the organization’s overall goals. Advertising Public Relations Sales Promotion Personal Selling Promotional Mix
- 27. The Promotional Mix Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.
- 28. Advertising Media Traditional Advertising Media New Advertising Media Television Radio Newspapers Magazines Books Direct mail Billboards Transit cards Internet Banner ads Viral marketing E- mail Interactive video
- 29. Advertising Advantages Disadvantages Reach large number of people Can be micro- targeted Total cost is high National reach is expensive for small companies
- 30. Public Relations The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance.
- 31. The Function of Public Relations
- 32. Sales Promotion Marketing activities—other than personal selling, advertising, and public relations—that stimulate consumer buying and dealer effectiveness.
- 33. Sales Promotion consumer Trade Customers sampling Contests Premiums Trade Shows price deals Coupons
- 34. Personal Selling Planned presentation to one or more prospective buyers for the purpose of making a sale.
- 36. Agenda Marketing management basic concepts How to build Marketing Plan
- 37. Strategic Marketing management Strategic marketing management is concerned with how we will create value for the customer Asks two main questions What is the organization’s main activity at a particular time? – Customer Value What are its primary goals and how will these be achieved? – how will this value be delivered
- 40. Strategic Planning Strategic Planning is the managerial process of creating and maintaining a fit between the organization’s objectives and resources and the evolving market opportunities. Also called Strategic Management Process All organizations have this Can be Formal or Informal
- 41. Business Strategic-Planning Process External environment (Opportunity & Threat analysis) Internal Environment (Strength/ Weakness analysis) Goal FormulationBusiness Mission
- 42. The Marketing Process Business Mission Statemen t Objective s Situation or SWOT Analysis Implementation Evaluation, Control Target Market Strategy Marketing Strategy Product Promotion Place/Distribution Price Marketing Mix
- 43. Thank you!
Editor's Notes
- #9: 8
- #23: Wholesaler – buys in bulk from suppliers/manufacturers and then breaks this up to sell into smaller quantities to retailers Retailer – a shop which sells products to the consumer. May be a customer of a wholesaler or manufacturer. Consumer – uses the goods/services Direct selling occurs when the consumer buys direcly from the manufacturer. The internet and factory shops allow this to happen.
- #25: 24
- #26: 25
- #27: 26
- #28: 27
- #29: 28
- #30: 29
- #31: 30
- #32: 31
- #33: 32
- #34: 33
- #35: 34
- #36: 35