part 1

Chapter 10

Chapter

Marketing: Place and Promotion

1

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Learning Objectives

1. Explain place and how it pertains to marketing.

2. Describe logistics and different transportation modes.

3. Describe the types of retail competition and distribution.

4. Understand the five types of promotion.

5. Define

Integrated Marketing Communication

and its role in promotion.

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2

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The 4Ps of Marketing: Place

Players in “Place”: • Marketing intermediaries • Channel of distribution • Agents/brokers • Wholesaler • Retailer 3

© 2009 The McGraw-Hill Companies, Inc. All rights reserved.

Merchant Wholesalers

• Full-service wholesalers • Limited function wholesalers – Rack jobbers • Consignment – Cash-and-carry wholesalers – Drop shippers

Agents and Brokers

• No inventory, no credit, do not assume risk • Sales agent

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Retail Intermediaries

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4

15-5

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Utilities Created by Intermediaries Form Time Possession

5

Place Information Service

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Logistics and Transportation

• Supply Chain Management • Logistics – Transit – Associated costs • Intermodal shipping 6

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Retailing

Methods of Competition in Retailing

• Five ways to compete:      Price – Easy to match Service – Customers first Location – Good locations; Online convenience Selection – Category killer Entertainment – Value-added aspect 7

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Retail Distribution

• Three categories: – Intensive, selective, and exclusive

Other types of Retailing

• Electronic • Telemarketing – Outbound and inbound call centers • Vending • Direct selling

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8

9 1. Site identifier 2. Navigation bar 3. Main content 4. Secondary content 5. Identification bar

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A well-designed website contains five basic elements.

© 2009 The McGraw-Hill Companies, Inc. All rights reserved.

10

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The 4Ps of Marketing: Promotion

• Promotion mix • Integrated Marketing Communication (IMC)

Advertising

• Learn about products • Free entertainment • Covers production costs • Product placement

© 2009 The McGraw-Hill Companies, Inc. All rights reserved.

11

Personal Selling

• Helping others satisfy wants & needs • Costly

Steps in the Selling Process

• Prospect and qualify. • Pre-approach.

• Approach.

• Make presentation.

• Answer objections.

• Close sale.

• Follow-up.

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12

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Public Relations

• Three steps – Listen – Change – Inform • Demands a dialogue • Establish good relations • Publicity – Interesting and newsworthy – Media not obligated to use press releases

© 2009 The McGraw-Hill Companies, Inc. All rights reserved.

13

Sales Promotions

• Supplements personal selling, advertising and public relations • Internal • External • Trade shows • Sampling • Event marketing

Other Types of Promotion

• Viral marketing • Word-of-mouth promotion

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IMC: Putting Promotions Together

• Different promotions • Unified image • Consistent and coordinated 14

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