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MarketingManagement
Place, Promotion &
CompetitiveAdvantage
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Placement
Placement covers distribution
channels,
Supply chain management and other
Decisions that impact the availability
of product for consumer.
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Placement is a vital
marketing mix element
A wrong choice of placement can
distort your brand image
make your offering inaccessible
cause inconvenience
increase costs
So no room for mistakes
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The Nature and Importance of Marketing
Channels
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Promotions
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The Promotion Mix
The promotion mix is the specificblend of advertising,
publicrelations, personal selling, anddirect-marketing tools that
thecompany uses to persuasively
communicate customer value andbuild customer relationships
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The Promotion Mix
Major Promotion Tools
Advertising is any paid form of non-
personal presentation and promotion ofideas, goods, or services
by an identifiedsponsor
Broadcast
Print Internet
Outdoor
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The Promotion Mix
Major Promotion Tools
Sales promotion is the short-term
incentives to encourage the purchase orsale of a product or
service
Discounts
Coupons
Gifts
Add-ons
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The Promotion Mix
Major Promotion Tools
Public relations involves building goodrelations with the
companys various
publics by obtaining favorable publicity,building up a good
corporate image, andhandling or heading off unfavorablerumors,
stories, and events
Press releases
SponsorshipsSpecial eventsWOM
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The Promotion Mix
Major Promotion Tools
Personal selling is the personalpresentation by the firms
sales
force for the purpose of makingsales and building
customerrelationships
Sales presentationsTrade shows
Incentive programs
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The Promotion Mix
Major Promotion Tools
Direct marketing involves making directconnections with
carefully targetedindividual consumers to both obtain animmediate
response and cultivate lastingcustomer relationshipsthrough the
useof direct mail, telephone, direct-responsetelevision, e-mail,
and the Internet tocommunicate directly with specificconsumers
CatalogTelemarketingKiosks
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The Need for Integrated MarketingCommunications
Integrated marketing communications is the
integration by the company of itscommunication channels to
deliver a clear,consistent, and compelling message aboutthe
organization and its brands
Integrated Marketing
Communications
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Integrated Marketing
Communications
The Need for Integrated Marketing Communications
Integrated marketing communications
calls for recognizing all contact pointswhere the customer may
encounter the
company and its brands
These contact points are called brand
contact
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T H E E N D
