Scribd
Upload
40 views14 pages

Chapter 17 Marketing II Powerpoint

The document discusses the marketing concept of distribution and promotion. It defines distribution channels as the methods by which goods move from manufacturers to customers. It also defines the different elements of a company's promotional mix, including sales promotion, personal selling, public relations, and advertising. The factors that influence distribution and each promotional method are described.

Uploaded by

yuanyi yong
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
40 views14 pages

Chapter 17 Marketing II Powerpoint

The document discusses the marketing concept of distribution and promotion. It defines distribution channels as the methods by which goods move from manufacturers to customers. It also defines the different elements of a company's promotional mix, including sales promotion, personal selling, public relations, and advertising. The factors that influence distribution and each promotional method are described.

Uploaded by

yuanyi yong
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
You are on page 1/ 14

CHAP

CHAP 17.
17.
MARKETING 2
1. What is
distribution/place?
The channels of distribution are those
methods whereby goods get from
manufacturer to the customer.
THE CHANNELS OF
DISTRIBUTION
MANUFACTURER MANUFACTURER MANUFACTURER

WHOLESALER

RETAILER

RETAILER

CUSTOMER
CUSTOMER CUSTOMER
Example Example Example
2. What are the factors that
influence distribution?
Target Market- Do the customers shop with this
retailer
Product Image – the retail outlet should reflect
the product image – i.e. designer clothes not to
be sold in a hardware store
Ease of Delivery – how easy is it to supply the
retailers location
Payment Arrangement – some retailers may look for
cash on delivery, credit may be offered etc
THE PROMOTIONAL MIX

1. Sales Promotion 2. Personal Selling

PROMOTIONAL

MIX

3. Public Relations 4. Advertising


3. What is promotion?
This refers “to the method made by the
business to communicate there product to
the target market”

4. Sales promotion – “providing


incentives to customers that attract them to
certain products”
Examples – free samples, competitions, extra %
free, merchandising, giveaways, promotions,
catalogues.
Merchandising is “displaying goods to
customers in an attractive manner in
shops”
Example
- new spicy cocktail sausages new to
market
- new juice drink on the market handed
out in samples
- Window displays
5. Personal Selling
This is where the seller tries to
verbally persuade the customer to
buy a product/service.
This is normally done by sales reps.
This is important for an existing
business as they keeps the link
between the customer and any new
products to the market.
This loyalty can be rewarded with a
lifetime of sales if they create a
good impression.

Telemarketing means “communicating


by phone to sell products. Businesses
use free-phone 1800 numbers to
contact sales staff on product
queries.”
This is a cheaper method of selling
than personal selling
Note:
TV selling – is also popular in today’s
society. Channels like shopping
channel, QVC now are effective in
selling products. This type of selling
is seen as cheaper and less attractive
goods rather than quality
sophisticated products.
6. Public Relations
This involves “establishing and maintaining a
good public image for a business”.
PR is used to build a good reputation for a
business. In large companies a PR manager
is in place to deal with promotional
activities.
Examples:
• Press statements to local/national media
• Trade fairs
• Sponsorship of sports teams – AIB linked
GAA club championships
7. Advertising
Defined as “the communication aimed
at the target market”
There are two type of advertising:
• Informative Advertising
This is relaying factual information to
the customers in a direct method
• Persuasive Advertising
Try to persuade customers to buy or
behave in a certain way
• Persuasive Advertising may be
competitive, generic or image based
advertising

Competitive Advertising –comparing one


brand with another.

You might also like