Ch. 14
Marketing 311 with Dore at University of Oregon
About this deck
By: Kevin Clark
Textbook:
Principles of Marketing (13th Edition)
Created: 2012-03-14
Size: 26 flashcards
Views: 15
Textbook:
Principles of Marketing (13th Edition)Created: 2012-03-14
Size: 26 flashcards
Views: 15
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“I have been getting MUCH better grades on all my tests for school. Flash cards, notes, and quizzes are great on here. Thanks!”
Kathy
Kathy
Sign up (free) to study this.
Promotion Mix
The promotion mix is the specific blend of advertising, public relations, personalselling, and direct-marketing tools that the company uses to persuasively COMMUNICATE customer value and build customer relationships
Advertising def.
Any paid form of nonpersonal presentation and promotion.
EX. broadcast, print, internet
Sales Promotion
Short-term incentives to encourage purchases.
Ex. discounts, coupons, demonstrations
Personal Selling
Personal presentation by the firms sales
Ex. trade shows
Public Relations
Building good public image.
Ex. press releases, sponsorhsips, special events
Direct Marketing
Direct connections with carefully targeted individual customers
Ex. catalogs, kiosks,
Major Factors Changing Marketing Communication
1. Consumers-more knowledgeable
2. Marketing Strategies- Markets are becoming more fragmented
3. Technology-Reaching customers in the digital age
Integrated Marketing Communications (IMC)
Integrating communication channels so a clear, simple message is conveyed
EX. Burger King
4 Major Communication Functions
1. Encoding
2. Decoding
3. Response
4. Feedback
Encoding
the process of putting thought into symbolic form
Ex. McDonald's uses unique words, music to convey a message
Decoding
Process by which receiver assigns meaning to the symbols encoded by the sender
EX. Consumer watches McDonald's commercial, interprets in a certain way
Response
buying product,
Feedback
the part of the receiver's response communicated back to the sender.
EX. McDonald's customers remember ads
Steps in Developing Effective Marketing Communication
1. Identify Target Audience
2. Determine Communication Objectives/buyer-readiness stages
3. Design a Message
4. Choosing Media
5. Selecting the Message Source
6. Collecting Feedback
Buyer-readiness stages
1. Awareness
2. Knowledge
3. Liking
4. Preference
5. Conviction
6. Purchase
Designing a Message
-Emotional Appeal
-Moral Appeal
Personal Communication
Channels which two or more people communicate directly with each other
Ex. face to face, phone, email
Word-of-Mouth
-Type of personal communication
-Heavy influence in expensive products or highly visible
Buzz Marketing
cultivating opinion leaders and getting them to spread info about a product
Nonpersonal Communication Channels
Media that carry messages without feedback or contact
-Print Media (magazines)
-Broadcast Media (TV, radio)
-Display Media (billboards)
-Online (email, website)
Opinion Leaders
Step between mass media media and those not exposed to it
Selecting the Message Source
-Step in effective marketing strategy
-Spokesman, target markets
-Beware of risks
Promotional Budget and Mix
1. Affordable Method (small biz, affordable)
2. Percentage-of-Sales Method (hard to plan long-term, no basis for percentage)
3. Competitive-parity Method
4. Objective-and-Task Method (best method, define objectives, determine tasks, estimate costs)
Shaping the overall Promotion Mix
1. Advertising
2. Personal Selling
3. Sales Promotion
4. Public Relations
4. Direct Marketing
Promotion Mix Strategies
-Push Strategy
-Pull Strategy
Push Strategy
Promotion strategy using sales force to push products. The producer promotes the product to channel members who promote to the final customer
About this deck
By: Kevin Clark
Textbook: Principles of Marketing (13th Edition)
Created: 2012-03-14
Size: 26 flashcards
Views: 15
Textbook:
Principles of Marketing (13th Edition)Created: 2012-03-14
Size: 26 flashcards
Views: 15
About StudyBlue
STUDYBLUE makes things that make you better at school.
Things like online flashcards with photos and audio.
Things like personalized quizzes and friendly reminders about when (and what) to study next.
Think of it as a digital backpack™: access to all of your study materials online and on your phone.
STUDYBLUE exists to make studying efficient and effective for every student, for free. Join us.
“I have been getting MUCH better grades on all my tests for school. Flash cards, notes, and quizzes are great on here. Thanks!”
Kathy
Kathy