Chpt 9 and Chpt 10Product.ppt

Promotion People Sales Managers Advertising Managers Sales Promotion Managers Promotion People Sales Managers Are concerned with managing personal selling In small companies this person also does the advertising and sales promotion Promotion People Advertising Managers They manage the mass selling activities They chose the company to make the commercials Pick the billboard signs etc. If the company is big enough they hire an outside agency They may also do publicity as well Promotion People Sales Promotion Managers They manage the Sales Promotion activities They decide about in-store coupons, prizes, contests etc. They spend a lot of time visiting the retail outlets where the product is sold Sales Promotion includes: Point-of-purchase advertising specialty advertising samples coupons premiums loyalty points / air miles rebates contests Adoption Process Innovators Early Adopters - sales people concentrate their efforts here Early majority Late majority Laggards, or nonadopters Setting the promotion budget Setting the promotion budget Chpt 13 in the Marketing 106 course Copyright, Professor W.T.G. Richardson, Seneca College Slide * Promotion * Chpt 9 and Chpt 10 Product Chpt 11 Place Promotion Chpt 13, Basic Promotion – Intergrated Marketing Communications Chpt 14, Personal Selling Chpt 15, Advertising Sales Promotion Chpt 16, Price Promotion Personal Selling Mass Selling Advertising Publicity Sales Promotion Promotion communication of information influence the buyer 3 methods Personal Selling Mass Selling Sales Promotion Personal Selling direct communication between seller and buyer face2face contact Usually used to sell industrial goods and services Also used to sell some expensive consumer items, eg. Cars, computer systems Mass Selling communicating with large numbers of potential customers “non”-personal selling used when the target market is large and dispersed Advertising is a form of Mass Selling Advertising the main form of mass sell