Presentation of

Marketing Management

Sales Promotion

Definition

Sales promotion is a key ingredient in marketing campaigns, consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.

Cont…

Advertisement offers a reason to buy where as sales promotion offers a incentive to buy.

Sales promotion includes tools for consumer promotion: samples, coupons, cash refund offers, prices off, premiums, prizes, free trials, warranties.

Objectives

• To identify target market or life style• To Increase consumer inventory and

consumption• To encourage repurchase • To increase awareness of product• It increases sales of complementary

products• Stimulate impulse purchasing • Allow flexible pricing

Techniques

• Samples• Coupons• Cash refund offers• Price packs• Prizes• Free trials• Product warranties• Cross-Promotion

Creating a brand experience:

Coca-Cola in Las Veges, with

a 100-foot lighted coke

bottle as part of the front of the

building.

Direct Marketing

Definition

Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen.

These channels includes direct mail, catalogs, telemarketing, interactive TV, Web sites and mobile devices.

Direct Marketing Channels

Direct mail

Catalogs

Telemarketing

Other direct response

Constructing a Direct-Mail Campaign

Establish objectives

Select target prospects

Develop offer elements

Test elements

Execute

Measure success

Types of Telemarketing

• Telesales• Telecoverage• Teleprospecting• Customer service

and technical support

Other Media for Direct Response

• Television

• Direct Response Advertising

• At-home shopping channels

• Videotext

Benefits of Direct Marketing

• Personal relationship with customers.• Benefit to customer – Home shopping

(via internet).• It makes offers and strategy less visible

to competitors.• It can measure response to companies

campaigns.

Interactive Marketing

Definition

Interactive Marketing refers to the evolving trend in marketing whereby marketing has moved from a transaction-based effort to a conversation.

Cont…

According to John Deighton, interactive marketing features “the ability to address an individual and the ability to gather and remember the response of that individual” leading to “the ability to address the individual once more in a way that takes into account his or her unique response”

Cont…

• Interactive marketing is not synonymous with online marketing, although interactive marketing processes are facilitated by internet technology.

• Amazon.com is an excellent example of the use of interactive marketing, as customers record their preferences and are shown book selections that match not only their preferences but recent purchases.

Methods of Interactive marketing

• Interactive communication.• Loyal customer programmes.• After marketing activities.

Online Promotional Opportunities

• Websites• Microsites• Search ads• Display ads• Interstitials• Internet-specific ads and videos

• Sponsorships• Alliances and affiliate programs• Online communities• Email• Mobile marketing

Words of Mouth

Definition

Words of mouth marketing is also called words of mouth advertisement, is an unpaid form of promotion- oral or written. On which satisfied customers tell other people how much they like a business, product, service or event.

Marketing Buzz or simply Buzz is a term used in it- the interaction of customers and users of a product or service serve to amplify the original marketing message.

How to Start Buzz

• Identify influential individuals and companies and devote extra effort to them

• Supply key people with product samples• Work through community influentials• Develop word-of-mouth referral channels to build

business• Provide compelling information that customers

want to pass along