Promoting and DistributingPromoting and Distributing

Chapter 8Chapter 8

AdvertisingAdvertising

Product advertisingProduct advertising Institutional advertisingInstitutional advertising

Advertising ProgramAdvertising Program

Setting the BudgetSetting the Budget Selecting the Advertising MediaSelecting the Advertising Media Developing the MessageDeveloping the Message Using an Ad AgencyUsing an Ad Agency Measuring ResultsMeasuring Results

Setting the BudgetSetting the Budget

Percentage of SalesPercentage of Sales Units of Sales MethodsUnits of Sales Methods Objective/Task MethodObjective/Task Method Executive DecisionExecutive Decision

Selecting Advertising MediaSelecting Advertising Media

Display adsDisplay ads Store signsStore signs Direct mailDirect mail Circulars and handbillsCirculars and handbills Yellow pagesYellow pages Outdoor signsOutdoor signs RadioRadio TVTV InfomercialsInfomercials

How to select?How to select?

Advertising ProcessAdvertising Process

Developing the MessageDeveloping the Message Ad AgencyAd Agency

Should your business use one?Should your business use one? Measuring ResultsMeasuring Results

Immediate-ResponseImmediate-Response

Merchandising, Sales Merchandising, Sales Promotion, and PublicityPromotion, and Publicity

MerchandisingMerchandising ExamplesExamples

Sales PromotionSales Promotion ConsumerConsumer TradeTrade Sales ForceSales Force

PublicityPublicity MKT to Ethnic GroupsMKT to Ethnic Groups

Small Businesses & Global Small Businesses & Global MarketingMarketing

ImportingImporting Two typesTwo types Reasons to exportReasons to export

Raw materialsRaw materials Interest in U.S. marketsInterest in U.S. markets Demand for foreign goodsDemand for foreign goods

ProblemsProblems American jobsAmerican jobs ““Made in the U.S.A.”?Made in the U.S.A.”?

Small Businesses & Global Small Businesses & Global MarketingMarketing

ExportingExporting MisconceptionsMisconceptions OpportunitiesOpportunities

Expand marketsExpand markets Use excess resourcesUse excess resources More profitsMore profits U.S. economyU.S. economy

RisksRisks Should you export?Should you export?

Small Businesses & Global Small Businesses & Global MarketingMarketing

Exporting (cont’d)Exporting (cont’d) InvolvementInvolvement

Five levels of involvementFive levels of involvement

DistributionDistribution

Marketing Mix- “Place”Marketing Mix- “Place” ComponentsComponents

StoringStoring Order ProcessingOrder Processing TransportationTransportation

Which mode to use?Which mode to use?

Channel DistributionChannel Distribution

Control v. CostControl v. Cost How many steps in channel?How many steps in channel? IntermediariesIntermediaries

BrokersBrokers AgentsAgents WholesalersWholesalers RetailersRetailers

TrendsTrends

Using a Sales ForceUsing a Sales Force

BenefitsBenefits TrendsTrends

Self-serviceSelf-service Straight commissionsStraight commissions

Steps in Creative Selling Steps in Creative Selling ProcessProcess

PreparationPreparation ProspectingProspecting Making Initial ContactMaking Initial Contact Presenting the ProductPresenting the Product Handling ObjectionsHandling Objections Closing the SaleClosing the Sale Suggestion SellingSuggestion Selling Sales Follow-upSales Follow-up

Salesperson AttributesSalesperson Attributes

MentalMental

PhysicalPhysical