营销英语课件第13-14章.ppt

1、 Chapter 13Integrated Marketing Communications:Advertising,Sales Promotion,and Public RelationsRoad Map:Previewing the ConceptsDiscuss the process and advantages of integrated marketing communication.Define the five promotion tools and discuss the factors that must be considered in shaping the overa

2、ll promotion mix.Describe and discuss the major decisions involved in developing an advertising program.Explain how sales promotion campaigns are developed and implemented.Explain how companies use public relations to communicate with their publics.American StandardYour mission prepare a promotion c

3、ampaign for American Standards line of toilets.Campaign materials media ads,direct mailing,and personal contacts to build sales and market share.Marketing Communication Mix or Promotion Mix Products DesignProducts PriceProducts PackageStores that Sell the Product 2 Factors are Changing the Face of T

4、odays Marketing Communications:Improvement in Information TechnologyHas Led to Segmented MarketingMore NarrowcastingMarketers Have ShiftedAway From MassMarketingLess Broadcasting Market Fragmentation Led to Media FragmentationThe Changing Communications EnvironmentThe Need for Integrated Marketing C

5、ommunicationsWith Integrated Marketing Communications(IMC),the Company Carefully Integrates and Coordinates Its Many Communications Channels to Deliver a Clear,Consistent,and Compelling Message About the Organization and Its Products.Integrated Marketing Communications(Fig.13-1)Advertising Personal

6、SellingSalesPromotionPublicRelations DirectMarketingReaches Many Buyers,Repeats Message Many Times,Impersonal,ExpensivePersonal Interaction,Relationship Building,Most Expensive Promo ToolWide Assortment of Tools,Rewards Quick Response,Efforts Short-LivedVery Believable,Dramatize a Company or Product

7、,UnderutilizedNonpublic,Immediate,Customized,InteractiveSetting the Overall Communication MixPush versus Pull Promotion Strategy (Fig.13-2)AdvertisingAdvertising is centuries old.U.S.advertisers spend in excess of$244 billion each year;worldwide spending exceeds$465 billion.Advertising is used by:Bu

8、siness firms,Nonprofit organizations,Professionals,andSocial agencies.Major Decisions in Advertising(Fig.13-3)Informative AdvertisingInform Consumers or Build Primary Demandi.e DVD Players Comparative AdvertisingCompares One Brand to Anotheri.e.Avis vs.HertzPersuasive AdvertisingBuild Selective Dema

9、ndi.e Sony DVD PlayersReminder AdvertisingKeeps Consumers Thinking About a Producti.e.Coca-ColaAdvertising ObjectiveSpecific Communication Task Accomplished with a Specific Target Audience During a Specific Period of TimeSetting Advertising ObjectivesAdvertising objectives can be classified by prima

10、ry purpose:to inform,persuade,or remind.Think of examples of ads that address each of these objectives.Using Table 13-1,discuss why your examples fit the chosen objective.Affordable Based on What the Company Can Afford Objective-and-Task Based on Determining Objectives&Tasks,Then Estimating Costs Pe

11、rcentage-of-SalesBased on a Certain Percentage of Current or Forecasted SalesCompetitive-ParityBased on the CompetitorsPromotion BudgetMethods of Setting the Advertising Budget for Each Product and Market.Setting the Advertising BudgetSelecting the Advertising MediaAdvertising Strategy Consists of T

12、wo Major Elements and Companies are Realizing the Benefits of Planning These Two Elements Jointly.Developing Advertising StrategyCreating the Advertising MessagesCreating the Advertising Message:Message Strategy Advertising AppealsMeaningful,Believable&DistinctiveDevelop a Message Focus on Customer

13、BenefitsCreative Concept“Big Idea”Visualization or PhraseTypicalMessageExecutionStylesTestimonial EvidenceSlice of LifeScientific EvidenceLifestyleTechnical ExpertiseFantasyMusicalPersonality SymbolMood or ImageDeveloping Advertising Strategy:Message ExecutionAdvertising Strategy:Selecting Advertisi

14、ng MediaDeciding on reach,frequency,and impact.Choosing among the major media types.Media habits of target customers,Nature of the product,Types and costs of messages.Selecting specific media vehicles.Specific media within each general media type.Deciding on media timing.Scheduling advertising over

15、the course of a year.Communication Effects(Copy Testing)Is the Ad Communicating Well?Advertising Program EvaluationSales EffectsIs the Ad Increasing Sales?Evaluating AdvertisingSales Departments inSmall CompaniesAdvertising Departments in Larger CompaniesAdvertising AgencyFirm that Assists Companies

16、in the Planning,Creation,&Implementation of TheirAdvertising ProgramsOther Advertising ConsiderationsWhat is Sales Promotion?Sales Promotion Offers Short-Term Incentives to Encourage Purchase or Sales of a Product or Service.Offers Reasons to Buy NOW.Rapid Growth of Sales PromotionSales promotion ca

17、n take the form of consumer promotions,business promotions,trade promotions,or sales force promotions.Rapid growth in the industry has been achieved because:Product managers are facing more pressure to increase their current sales,Companies face more competition,Advertising efficiency has declined,C

18、onsumers have become more deal oriented.Sales Promotion ObjectivesConsumer Promotions:increase short-term sales or help build long-term market share.Trade Promotions:get retailers to:carry new items and more inventory,advertise products,give products more shelf space,andbuy product ahead.Sales Force

19、:getting more sales support.In general,sales promotion should focus on consumer relationship building.SampleCouponsCash RefundsPrice PacksPremiumsAdvertising SpecialtiesTrial amount of a productSavings when purchasing specified productsRefund of part of the purchase priceReduced prices marked on the

20、 label or packageGoods offered free or low cost as an incentive to buy a productArticles imprinted with an advertisers name given as giftsMajor Consumer Sales Promotion ToolsPatronage RewardsPoint-of-Purchase ContestSweepstakesGamesCash or Other Award Offered for Regular Use of a ProductDisplays or

21、Demonstrations at the Point of PurchaseConsumers Submit an Entry to be JudgedConsumers Submit Their Names for a DrawingConsumers Receive Something Each Time They Buy Which May Help Them Win a PrizeMajor Consumer Sales Promotion ToolsWhich of the sales promotion tools described in the chapter would b

22、e best for stimulating sales of the following products or services?Gummy Bears new Black Cherry flavor,Proctor&Gambles efforts to bundle laundry detergent and fabric softener together in a combined marketing effort,O attempts to help consumers remember what it sells as well as its Web address.Trade-

23、Promotion ObjectivesPersuade Retailers or Wholesalers to Carry a BrandGive a Brand Shelf SpacePromote a Brand in AdvertisingPush a Brand to Consumers Major Trade Sales Promotion ToolsTrade-Promotion ToolsDiscountsAllowancesFree GoodsPush MoneySpecialty Ad ItemsBusiness-Promotion ObjectivesGenerate B

24、usiness LeadsStimulate PurchasesReward CustomersMotivate SalespeopleBusiness-Promotion ToolsConventionsTrade ShowsSales ContestsMajor Business Sales Promotion ToolsDecide on the Size of the IncentiveSet Conditions for ParticipationEvaluate the ProgramDetermine How to Promote andDistribute the Promot

25、ion Program Determine the Length of the ProgramDeveloping the Sales Promotion ProgramWhat is Public Relations?Public Relations Involves Building Good Relations With the Companys Various Publics by Obtaining Favorable Publicity,Building Up a Good Corporate Image,and Handling or Heading Off Unfavorabl

26、e Rumors,Stories,and Events.Press Relations or AgentryProduct PublicityPublic AffairsLobbyingInvestor RelationsDevelopmentPublic Relations Departments May Perform Any or All of the Following Functions:Major Public Relations FunctionsNewsSpeechesSpecial EventsWritten MaterialsAudiovisual MaterialsCor

27、porate Identity MaterialsPublic Service Activities Web SiteMajor Public Relations ToolsRest Stop:Reviewing the ConceptsDiscuss the process and advantages of integrated marketing communication.Define the five promotion tools and discuss the factors that must be considered in shaping the overall promo

28、tion mix.Describe and discuss the major decisions involved in developing an advertising program.Explain how sales promotion campaigns are developed and implemented.Explain how companies use public relations to communicate with their publics.14-34 Chapter 14Integrated Marketing Communications:Persona

29、l Selling and Direct Marketing14-35Road Map:Previewing the ConceptsDiscuss the role of a companys salespeople in creating value for customers and building customer relationships.Identify and explain the six major sales force management steps.Discuss the personal selling process,distinguishing betwee

30、n transaction-oriented marketing and relationship marketing.Define direct marketing and discuss its benefits to customers and companies.Identify and discuss the major forms of direct marketing.14-36The Nature of Personal SellingMost salespeople are well-educated,well-trained professionals who work t

31、o build and maintain long-term relationships with customers.The term salesperson covers a wide spectrum of positions from:Order taker (department store salesperson)Order getter(someone engaged in creative selling i.e Lear Corporation)14-37What did Robert Louis Stevenson mean when he said“everyone li

32、ves by selling something?”14-38The Role of the Sales ForceInvolves two-way,personal communication between salespeople and individual customers.Personal selling is effective because salespeople can:probe customers to learn more about their problems,adjust the marketing offer to fit the special needs

33、of each customer,negotiate terms of sale,andbuild long-term personal relationships with key decision makers.14-39The Role of the Sales Force Sales Force Serves as a Critical Link Between a Company and its Customers Since They:Represent Customers to the Company to Produce Customer SatisfactionReprese

34、nt the Company to Customers to Produce Company Profit14-40Major Steps in Sales Force Management(Fig.14-1)14-41Territorial Exclusive Territory to Sell the Companys Full Product LineCustomerSales Force Sells Only to CertainCustomers or IndustriesProductSales Force Sells Only a Portion of The Companys

35、Products or LinesDesigning Sales Force Strategy and Structure Complex Forms Are a Combination of Any Types of Sales Force Structures14-42Inside SalesForceOutside Sales ForceTravel to Call on CustomersSells to MajorAccountsFinds MajorNew ProspectsConduct Business From Their Offices Via Phone/Buyer Vi

36、sitsTechnicalSupportPeopleTele-Marketer&InternetOther Sales Force Strategy and Structure IssuesSalesAssistants14-43Team SellingUse team selling to service large,complex accounts.Team finds problems,solutions,and sales opportunities.Problems:can overwhelm customers,difficulties working with teams,eva

37、luation of sales performance.14-44 Some Traits of Good Salespeople14-45Salespeople from Other CompaniesCollege Students Search the Web Classified AdsEmployment AgenciesCurrent SalespeopleRecommendations for Recruiting Salespeople14-46Help Salespeople Know&Identify With the Company Learn About the Pr

38、oductsLearn About Competitorsand Customers Characteristics Learn How to MakeEffective PresentationsThe Average Sales Training Program lasts for Four Months and Has the Following Goals:Training SalespeopleUnderstand Field Proceduresand Responsibilities14-47Fixed Amount:Usually a SalaryVariableAmount:

39、UsuallyCommissionsOr BonusesTo Attract Salespeople,a Company Must Have an Attractive Plan Made Up of Several ElementsExpense Allowance:For Job-Related ExpensesCompensating Salespeople14-48Supervising Salespeople Directing SalespeopleIdentify Customer Targets&Call NormsTime Spent Prospecting for New

40、AccountsUse Sales Time EfficientlyAnnual Call PlanTime-and-Duty AnalysisSales Force AutomationMotivating SalespeopleOrganizational Climate Sales Quotas Positive Incentives Sales Meetings Sales Contests Honors and Trips Merchandise/Cash14-49How Salespeople Spend Their Time(Fig.14-2)14-50Major Steps i

41、n Effective Selling(Fig.14-3)14-51ProspectingSalesperson Identifies Qualified Potential Customers.PreapproachSalesperson Learns About a Prospective Customer Before Making a Sales Call.QualifyingProcess of Identifying Good Prospects and Screening Out Poor Ones.Steps in the Selling ProcessApproachSale

42、sperson Meets the Buyer and Gets the Relationship Off to a Good Start.14-52PresentationSalesperson Tells the Product“Story”to the Buyer Showing How the Product Solves Problems.ClosingSalesperson Asks the Customer for an Order.Handling ObjectionsSalesperson Seeks Out,Clarifies,and Overcomes Customer

43、Objections to Buying.Steps in the Selling ProcessFollow-UpOccurs After the Sale and Ensures Customer Satisfaction and Repeat Business.14-53What is Relationship Marketing?Relationship Marketing Emphasizes Maintaining Profitable Long-Term Relationships with Customers by Creating Superior Customer Valu

44、e and Satisfaction.14-54Form students into groups of three to five.Each group should answer the following questions:Explain the meaning of relationship marketing.Describe how relationship marketing might be used in selling a new car.14-55Most Mass Marketing Involves One-Way Communications Aimed At C

45、onsumers.Mass Marketing and Direct MarketingDirect Marketing Involves Two-Way Interactions With Customers.14-56The New Direct Marketing ModelSome firms use direct marketing as a supplemental medium.For many companies,direct marketing especially Internet and e-commerce companies constitutes a new and

46、 complete model for doing business.Some firms use the new direct model as their only approach.New marketing model of the next millennium.14-57Benefits and Growth of Direct MarketingBenefits to BuyersConvenientEasy to usePrivateProduct access and selectionAbundance of informationImmediateInteractiveB

47、enefits to SellersConsumer relationship buildingReduces costsIncreases speed and efficiencyProvides flexibilityGlobal medium14-58Customer Databases and MarketingCustomer Databases are an Organized Collection of Comprehensive Data About Individual Customers or Prospects.Allows companies to offer fine

48、-tuned marketing offers and communications to customers.14-59Forms of Direct Marketing(Fig.14-4)14-60Forms of Direct MarketingTelephone MarketingRepresents 36%of direct marketing sales.Outbound telephone marketing sells directly to customers.Inbound numbers provide a toll-free number to receive orde

49、rs.Direct-Mail MarketingRepresents 31%of direct marketing sales.High target-market selectivity.Personalized&flexible.Allows easy measurement of results.Fax mail,e-mail,voice mail are now popular14-61Forms of Direct MarketingCatalog MarketingSales expected to exceed$94 billion by 2002.Printed,selling

50、 multiple products,offering direct ordering mechanism.Printed catalogs remain the primary medium,but many are now electronic.Direct-Response TV MarketingDirect-response advertising marketers air TV spots or infomercials.Home shopping channels entire programs or channels dedicated to selling goods an