国际商务管理 Topic 11-12ppt课件.ppt

1 Topic11 12 Marketing 2 Timearrangement 2periodsAims Tointroducethedefinitionofpromotionandvariousmethodsofpromotioninmarketingmanagement Tolearndifferentcategoriesofdistributionchannelsincludingdirectlyselling retailer wholesalerandagent andsoon TomastersomeusefulphrasesandexpressionsconcerningbusinessactivityinEnglish 3 Keywordsandphrases MethodsofpromotionTradefairsPersonalsellingDirectmailingAdvertisingmediaProductendorsementCompetitionsFreegiftsSpecialcredittermsRewardscardsPressconferencesCoupon优惠券 DistributionchannelAgentSupermarketHypermarketDepartmentstoresShoppingcenterormallSecond handshopDirectmarketingCataloguesselling 4 Definitionofpromotion Promotionistheattempttodrawattentiontoaproductinordertogainnewcustomersofretainexistingcustomers Generally promotioniscommunicatingwiththepublicinanattempttoinfluencethemtowardbuyingyourproductsand orservices Howdoespromotiondifferfromadvertising Promotionisthebroader allinclusiveterm Advertisingisjustonespecificactionyoucouldtaketopromoteyourproductorservice Promotion asageneralterm includesallthewaysavailabletomakeaproductand orserviceknowntoandpurchasedbycustomersandclients 5 Objectivesofpromotion 1 BuildAwarenessandprovideinformation tomakecustomersawareoftheproduct ortoassistcustomersinthesearchstageofthepurchasingprocess 2 CreateInterestandStimulateDemand Therightpromotioncanreachatargetaudiencegroupanddrawtheirinterest Itcanalsodrivecustomerstomakeapurchase ThusIncreasingyouraverageGuestExpenditure3 ReinforcetheBrand toremindoforimprovetheimageofthebusinessratherthantheproduct4 Buildupconfidenceintheproductforexistingcustomers andBuildLargerParties 6 Methodsofpromotion 1 advertising2 directmailing3 exhibitionandtradefairs4 salespromotion5 merchandising6 personalselling7 publicrelations 7 1 advertising 8 9 Factorstodecidethechoiceofadvertisingmedia ThecostTheaudiencecoverageTheimpactThelawsThepresentationoftheinformation 10 2 directmailing Directmailingmeanssendingtheproductinformationthroughthepost Theconsumercanalsobuytheproductbyplacinganorderbypostortelephone 11 3 exhibitionandtradefair Thisallowsthecustomerstodiscusstheproductwiththesalespeoplewhocananswerquestionsandexplaintechnicalproblemsbyface to facenegotiation 12 4 salespromotionmethods 13 Moneyoffcoupons customersreceivecoupons orcutcouponsoutofnewspapersoraproductspackagingthatenablesthemtobuytheproductnexttimeatareducedprice Loyaltycards e g NectarandAirMiles wherecustomersearnpointsforbuyingcertaingoodsorshoppingatcertainretailers thatcanlaterbeexchangedformoney goodsorotheroffers Examplesofrecentsalespromotionsare TescocomputersforschoolsCadbury ssportinthecommunityCaf NerofreecoffeecardLoyaltycardshaverecentlybecomeanimportantformofsalespromotion Theyencouragethecustomertoreturntotheretailerbygivingthemdiscountsbasedonthespendingfromapreviousvisit Loyaltycardscanoffsetthediscountstheyofferbymakingmoresalesandpersuadingthecustomertocomeback Theyalsoprovideinformationabouttheshoppinghabitsofcustomers wheredotheyshop whenandwhatdotheybuy ThisisveryvaluablemarketingresearchandcanbeusedintheplanningprocessfornewandexistingproductsRewardcardsFavorableprices awardprizestoaccumulation 14 5 merchandising Keyfeatures DisplayoftherealproductAttractingattentiondirectlyEncouragingcustomerstobuythroughtouchingofcolor smelling orsound etc Eg Supermarket departmentstores openairmarkets 15 6 personalselling Personalsellingmeanssalesteamorsalesrepresentativespromotetheproductthroughpersonalcontact suchasbymeansoftelephoning meetings goingvisiting orknockingondoors etc AdvantagesVSdisadvantages tobecontinued 16 AdvantagesVSDisadvantages 17 7 publicrelations Publicrelationsistheattempttocommunicatewithpeopleororganizations suchasgovernment shareholders employees customers etc MethodstoimprovePR PressconferenceDonationstocharitiesSponsorshipsforprojectsinthelocalcommunitiesCompanyvisits 18 Casestudy Questionsfordiscussion Whatmightbetheobjectivesofthepromotionforthecompany Whatarethefactorsthatlikelytoaffectthechoiceofadvertisingmedia Whichisthemostsuitablemediaandwhy 19 Topic12Marketing Distribution 20 Distribution Definition Distributionisaboutoneofthe4PsofthemarketingMIX concerninghowtogettheproducttotherightplaceandattherighttime DistributionchannelDefinitionPathor pipelinethroughwhichgoodsandservicesflowinonedirection fromvendortotheconsumer andthepaymentsgeneratedbythemflowintheoppositedirection fromconsumertothevendor 21 Channelsofdistribution Fromtheproducertotheconsumers DirectlyselltoconsumersThrougharetailer alsocalleddealerorreseller toconsumersThroughawholesaler distributor toconsumersUsinganagenttoconsumers 22 Reasonstousewholesalers StrongnetworksandlinkswithretailersLinkswithconsumersBearthecostsofstoragefortheproducerProvidealocalservicefortheproductProvidesomeinformationaboutthemarket 23 Retailing Typesofretailers 1 Multipleshoporganizations2 Supermarkets3 Hypermarketorsuperstores4 Multipleshoporganizations5 Retailcooperatives6 Independentretailers7 Departmentstores 24 Directmarketing Definition Directmarketingmeansthatsalesaremadewithoutintermediariesinvolved That s theconsumercanbuygoodsfromhome Fastestmeansofdistribution 25 Methodsofdirectmarketing DirectmailingPersonalsellingTelephonesellingCataloguessellin