© 2006 pearson education canada inc.chapter 12 - 1 chapter 12 developing distributio n and...
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© 2006 Pearson Education Canada Inc. Chapter 12 - 1
Chapter Chapter 12 12
Developing Developing Distribution Distribution
and and Promotional Promotional StrategiesStrategies
© 2006 Pearson Education Canada Inc. Chapter 12 - 2
Distributing Distributing ProductsProducts
• Distribution Strategy– Overall plan for moving products to buyers– Most firms don’t sell directly to final users
• Marketing Intermediaries– Middlemen that facilitate movement of goods
from producers to consumers
© 2006 Pearson Education Canada Inc. Chapter 12 - 3
Wholesaler & Retailer Wholesaler & Retailer RolesRoles
• Match buyers and sellers
• Provide market information
• Offer promotional and sales support
• Gather an assortment of goods
• Transport and store products
• Assume risks
• Provide financing
© 2006 Pearson Education Canada Inc. Chapter 12 - 4
Types of Retail StoresTypes of Retail Stores
• Category Killer
• Convenience store
• Department store
• Discount store
• Factory outlet
• Hypermarket
• Off-price store
• Specialty store
• Supermarket
• Warehouse club
© 2006 Pearson Education Canada Inc. Chapter 12 - 5
How Intermediaries Simplify CommerceHow Intermediaries Simplify Commerce
© 2006 Pearson Education Canada Inc. Chapter 12 - 6
Alternative Distribution Alternative Distribution ChannelsChannels
Consumer Goods and Services
ProducerProducer
ProducerProducer
ProducerProducer
ProducerProducer Agent/BrokerAgent/Broker
WholesalerWholesaler
WholesalerWholesaler
RetailerRetailer
RetailerRetailer
RetailerRetailer
ConsumerConsumer
ConsumerConsumer
ConsumerConsumer
ConsumerConsumer
© 2006 Pearson Education Canada Inc. Chapter 12 - 7
Channel Selection Channel Selection FactorsFactors
MarketMarketCoverageCoverage
MarketMarketCoverageCoverage
CostCostCostCost
ControlControlControlControl
ChannelChannelConflictConflictChannelChannelConflictConflict
© 2006 Pearson Education Canada Inc. Chapter 12 - 8
Managing Distribution
ForecastingForecasting
Order ProcessingOrder Processing
Inventory ControlInventory Control
WarehousingWarehousing
Materials HandlingMaterials Handling
TransportationTransportation
© 2006 Pearson Education Canada Inc. Chapter 12 - 9
Distribution Strategy Distribution Strategy and the Internetand the Internet
ImproveImproveEfficiencyEfficiency
ExpandExpandMarket ReachMarket Reach
© 2006 Pearson Education Canada Inc. Chapter 12 - 10
Promotional StrategiesPromotional Strategies
Promotional Goals
Product Variables
Promotional Mix
© 2006 Pearson Education Canada Inc. Chapter 12 - 11
Setting PromotionalSetting PromotionalGoalsGoals
InformingInformingInformingInforming RemindingRemindingRemindingRemindingPersuadingPersuadingPersuadingPersuading
© 2006 Pearson Education Canada Inc. Chapter 12 - 12
Analyzing Product Analyzing Product VariablesVariables
Nature ofNature ofthe Productthe Product
Price ofPrice ofthe Productthe Product
Product’s PositionProduct’s Positionin the Life Cyclein the Life Cycle
© 2006 Pearson Education Canada Inc. Chapter 12 - 13
Choosing a Marketing Choosing a Marketing ApproachApproach
WholesalerWholesaler RetailerRetailer ConsumerConsumerProducerProducer
WholesalerWholesaler RetailerRetailer ConsumerConsumerProducerProducer
Communication FlowCommunication Flow
Push StrategyPush Strategy
Pull StrategyPull StrategyCommunication FlowCommunication Flow
© 2006 Pearson Education Canada Inc. Chapter 12 - 14
Selecting the Selecting the Promotional MixPromotional Mix
Personal SellingPersonal Selling
AdvertisingAdvertising
Direct MarketingDirect Marketing
Sales PromotionSales Promotion
Public RelationsPublic Relations
© 2006 Pearson Education Canada Inc. Chapter 12 - 15
Personal Selling Personal Selling ProcessProcess
ProspectingProspecting1
PreparingPreparing2
ApproachingApproaching3
PresentingPresenting4
HandlingObjections
HandlingObjections
5
ClosingClosing6
Following UpFollowing Up7
© 2006 Pearson Education Canada Inc. Chapter 12 - 16
Advertising and Direct Advertising and Direct MarketingMarketing
Product Awareness
Product Image
Consumer Demand
© 2006 Pearson Education Canada Inc. Chapter 12 - 17
Direct Marketing Direct Marketing VehiclesVehicles
Direct MailDirect Mail
Target E-mailTarget E-mail
TelemarketingTelemarketing
InternetInternet
© 2006 Pearson Education Canada Inc. Chapter 12 - 18
Advertising CategoriesAdvertising Categories
NationalNationalNationalNational LocalLocalLocalLocal CooperativeCooperativeCooperativeCooperative
ProductProductProductProduct InstitutionalInstitutionalInstitutionalInstitutional
© 2006 Pearson Education Canada Inc. Chapter 12 - 19
Major Advertising MediaMajor Advertising Media
RadioRadioRadioRadio MagazinesMagazinesMagazinesMagazines InternetInternetInternetInternet
NewspapersNewspapersNewspapersNewspapers TelevisionTelevisionTelevisionTelevision Direct MailDirect MailDirect MailDirect Mail
© 2006 Pearson Education Canada Inc. Chapter 12 - 20
Sales PromotionSales Promotion
ConsumerConsumerPromotionPromotion
TradeTradePromotionPromotion
© 2006 Pearson Education Canada Inc. Chapter 12 - 21
Consumer Consumer Sales PromotionSales Promotion
•Coupons
•Rebates
•Point-of-Purchase
•Special-Event Sponsoring
•Cross Promotions
•Samples
•Premiums
•Specialty Advertising
© 2006 Pearson Education Canada Inc. Chapter 12 - 22
Trade PromotionsTrade PromotionsTrade PromotionsTrade Promotions
Contests orContests orSweepstakesSweepstakesContests orContests or
SweepstakesSweepstakes
TradeTradeAllowancesAllowances
TradeTradeAllowancesAllowances
Travel BonusTravel BonusProgramsPrograms
Travel BonusTravel BonusProgramsPrograms
DisplayDisplayPremiumsPremiumsDisplayDisplay
PremiumsPremiums
© 2006 Pearson Education Canada Inc. Chapter 12 - 23
Public RelationsPublic Relations
News ReleaseNews ReleaseNews ReleaseNews Release News ConferenceNews ConferenceNews ConferenceNews Conference
ProductProductDemonstrationsDemonstrations
ProductProductDemonstrationsDemonstrations
ImportantImportantNewsNews
ImportantImportantNewsNews
MediaMediaQuestionsQuestions
MediaMediaQuestionsQuestions
© 2006 Pearson Education Canada Inc. Chapter 12 - 24
IMCIMC
Integrated Marketing Integrated Marketing CommunicationsCommunications
PublicPublicRelationsRelations
PersonalPersonalSellingSelling
AdvertisingAdvertisingDirectDirectMarketingMarketing
SalesSalesPromotionPromotion
EffectivenessEffectiveness
ConsistencyConsistency
Imp
act
Imp
actC
lari
tyC
lari
ty