Marketing, Advertising, Promotion, Personal Selling, and Sponsorship

1
Marketing, Advertising, Promotion, Personal
Selling, and Sponsorship

• Chapter 10

2
Promotions

• is a vehicle that
• Carries the message about the services, products,
  and programs
• Positions them in the market and
• Develops the appropriate image for the services,
  products, and programs.

3
Promotion activities include

• Advertising
• Personal selling
• Publicity
• Sales promotion

4
Determining Promotional Mix

• Factors influencing promotional mix
• Money available
• Nature of product or service
• Stage of products or services life cycle
• Nature of the market
• Geographical scope
• Concentration
• Type of customers
• When should personal selling and advertising be
  main ingredients?
• When should promotional efforts be retailer
  stressed?
• When should manufacturer-retailer cooperative
  advertising be used?
• Should promotional activity be continued when
  demand is heavy or exceeds capacity?

5
Sales Promotions

• Inform and persuade groups or people to purchase
• Deal with non-concurrent or non-routine matters
• Exist as an ingredient in the marketing mix
• Serve as a bridge between advertising and
  personal selling

6
Salesperson must be well acquainted with

• The service, product, or program
• The market
• The techniques of selling

7
Retail Manager Focuses on

• Customers identity
• Differentiation among customers
• Interacting with the customers
• Customizing items for the customer