Kinh doanh marketing - Chapter 9: Promoting and distributing

Chapter 9Promoting and DistributingMcGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.Promoting & DistributingUse Of AdvertisingOpportunities & ProblemsPhysical DistributionChannels Of DistributionFunctions Of IntermediariesCreative Selling Process9 - 2McGraw-Hill/IrwinAdvertising“informs customers of the availability, desirability, and uses of products.”Types Of AdvertisingProductInstitutionalPhotoLink/Getty ImagesRoyalty-Free/CORBISDevelopingAdvertising ProgramBudgetMediaWhat/How To Say ItAgencyExpected ResultsAdvertising BudgetPercentage Of Sales/ProfitsUnits Of SalesObjective- Immediate ResponseExecutive DecisionPhotoLink/Getty ImagesMedia SelectionNewspaperSignageDirect MailCirculars/HandbillsYellow PagesRadioTelevisionOnlinePhotoDisc/Getty ImagesChad Baker/Getty ImagesWhy PeopleDon’t Shop OnlineIsn’t secureJeopardize PrivacyMust Pay Shipping ChargesNot Enough SelectionCan’t Touch/Try FirstNo Satisfaction GuaranteeReturns A HassleWon’t Arrive On TimeHard To Find ThingsEnjoy Shopping Out Of HouseSource: blink, www.earthlink.net/blinkNecessary Website FeaturesSource: “Dreaming of a Green Christmas”, Newsweek, November 11, 2002, p. E24Infomercial“long, usually half-hour TV ads hosted by a hyper ‘sellevangelist’ selling a relatively new product or service.”Media SelectionTarget MarketCostRelativeAbsoluteAvailabilityOtherAdvertising TechniquesMerchandising- Point Of PurchaseSales PromotionCustomerTradeSales ForcePublicity- FreeRoyalty-Free/CORBISEthnic DifferencesSources Of InformationValues Of PrintFrequency Of Use/AffordabilityTarget Market MediaRyan McVay/Getty ImagesGlobalMarketing: ImportingImport & Sell ProductsSell International ProductsSami Sarkis/Getty ImagesGlobal Marketing:Exporting MythsOnly Large FirmsUncertain PaymentLimited Sales OpportunitiesForeign Market Not Buy AmericanStartup Costs HighD. Falconer/PhotoLink/Getty ImagesD. Falconer/PhotoLink/Getty ImagesExpansion/DiversificationEffective UseLower Labor CostNatural ResourcesReturn On InvestmentTax AdvantagesDemand For U.S. ProductsReceiving Country BenefitsGlobal Marketing:Opportunities/ChallengesPhotoDisc/Getty ImagesLoss Of Assets/EarningsChanging Political SystemExchange RatesDifficulty In Getting EarningsState-Subsidized CompetitionUnskilled LaborCommunication/CoordinationCultural DifferencesCopyright/Patent ViolationsGlobal Marketing:Problems/RisksJason Reed/Getty ImagesExport Or Not?Product SuitableSatisfy Foreign & Domestic DemandCompetitive Prices/TermsDevote Time/SkillsNick Koudis/Getty ImagesExporting AssistanceFormsInformation/GuidanceFinancial AssistanceSmall Business AdministrationSCOREACEU.S. Department Of CommerceC. Sherburne/PhotoLink/Getty Distribution“involves the effective movement of a product from the production line to the final consumer.”Distribution ActivitiesStoringOrder ProcessingTransportationSpeedFrequencyDependabilityPoints ServedCapabilityCostStockTrek/Getty ImagesDistributionChannel ConsiderationsGeographical Market & Consumer TypesIntensive, Selected, Exclusive OutletsProducer’s Marketing EffortFeedbackIncentives For ResellersAndre Kudyusov/Getty ImagesDistributionChannels: Consumer GoodsDistributionChannels: IndustrialIntermediariesBrokersAgentsWholesalersRetailersRyan McVay/Getty Ima Retailing TrendsOff-PriceSelf-Service Fast FoodATMsInternetJason Reed/Ryan McVay/Getty ImagesSteps in Sales ProcessMental Attributes OfCreative SalespersonJudgmentTactPositive AttitudeRoyalty-Free/CORBISPhysical Attributes OfCreative Salesperson