Thursday, December 9, 2010

The Dynamic Marketing Environment

Environment: 
The surrounding of a system is called Environment.

Environmental Monitoring:


Also called environmental scanning.
Means to gather information regarding external environment.

There are two types of external environment

Macro 
Influences (they effect all firm) e.g. economic conditions.
Micro
Influences (they effect a particular firm) e.g. suppliers

Successful marketing depends on company ability to manage its marketing program within its environment.


Demographic:
Means the study of population or characteristics of population.
Because market comprises of people.
Segmentation on the basis of demography.
After selecting specific market or group then execute marketing mix
E.g. making marketing program keeping in mind the population growth rate.



Economic conditions:
Economy of a country and economy of a person.
People must have money to spend.
Marketing program can effected by the projected economic conditions or business cycle.



Stages of Business Cycle or Economy:
Prosperity, Recession, Depression, and Recovery.



Prosperity : 
A period of economic growth.
In this stage companies make new products and search new markets.



Recession or Depression :
A period of retrenchment(reduction in expenses) for consumer and companies.
E.g. people cut of eating and entertainment out side because of some situations e.g. scared situation.


Recovery:
A period when economy is moving from recession to prosperity.
When unemployment decreases and disposable income increases then companies again gets activated.
Inflation, Deflation and interest rates also effect consumers and companies.


Competition: 
Different competition basis, brand competition, price competition, quality competition, services competition etc.
Companies must check the competitive environment to design marketing plan.
Competition on the basis of substitute products.
Companies keep their eyes on competitors activities by their marketers.


Social and Cultural Forces:
Changing life styles, fashion, values and beliefs of the customer.
Concern about Natural Environment
To be careful abut different types of pollutions.
Concern about holes in the Ozone layer, acid rain, disposals, destruction of forests.
It is the duty of companies to procure the environment.
E.g. Honda and Toyota( autos with gasoline engine and electric motor.
In China cycles are used.
Companies will have to be careful about the social responsibilities.
Cultural requirements.


Political and Legal Forces:
Monitory and fiscal policies e.g. Tax Legislation, money supply.
Social Legislation and Regulations e.g. Antipollution Laws.
Govt relations with industries.
Laws regarding Marketing.


Technology: 
Old communication ways v/s new communication ways.
Technology really changes the life style of the consumers e.g. airplanes, television, computers, antibiotics, lasers, video games, robots.
Marketing with new technology.
Telemarketing
Direct marketing.
Companies will have to adopt new technology to compete in this world.


The Market
Suppliers of raw material and goods etc.
On time supplies into the market
Fast distribution system.



Marketing Intermediaries
These are the firms who assist in the flow of products.
These are the part of channels of distribution.
Middleman and Facilitating Organizations e.g. Transportation, Warehousing, Financing.
All the intermediaries make a value Chain











Brand

Brand:
Its actually a name or mark intended to identify the product.


Trademark:
It’s a brand that has been adopted by the seller for legal protection.


Reasons for Branding
It identify the product.
Aid Shoppers to move quickly in markets.
For image.
For price differentiation.


Reasons for not Branding
After branding promotion is required.
Maintaining consistent quality of output.
Most of the firms are unwilling to assume these responsibilities.
Making differentiation is difficult.


Selecting a good brand name
Characteristics of Good Brand Name
Suggest something about the product e.g. Ufone, High speed, Speed Star
Be easy to Pronounce and Remember e.g. Surf, frusen-Gladge(ice cream)
Be distinctive Liver Brother(Unilever), Shabbir Tiles, Master Tiles.
Be adoptable to the Product Line
Be capable of registration and legal protection(you will have to keep the standard)


Branding  Stratigies
Producers Strategies
Marketing Entire out Put Under Producers Own Brands
Middle Man Strategies
Carry only Producers Brand
Strategies Common to Producers and Middle Man
Separate name for each product e.g. Unilever, P&G.
The Company name combine with a product name e.g. National Food, Kellogg Corn pops, Nestle Every Day, Mobliink Indigo.
The company name alone e.g. Sony, National, Panasonic.


Branding for Market Situation
Offering different brands to cover market, market share, image, sales.


 Cobranding
 Building and Using Brand Equity
Trade Mark Licensing
Packaging and Labeling
Purpose and Importance of Packaging
protect the product on its way to the consumer.
Protect the product after it is purchased
Attraction
Help persuade consumers to purchase the product.


 Packaging Strategies
Packaging the product Line
Family packaging for all products, almost same e.g. Sony

Multiple Packaging
Packaging in one container e.g. Gaye Soap.


 Changing the Package
 Criticism of Packaging
Depletes natural resources.
Some packaging are health hazard
Disposal of used packages
Deceptive packaging
Expensive packaging


Labeling
It is a part of the product that convey information about the product and seller.
It may be a part of the package, may be a Tag.


 Types of Labels


Brand label: simple the brand alone applied to the product or package.


Descriptive Label: it gives complete information about the product.


Grade Label: for judging the quality and rank it is used, letter, word, numbers can be used for it.

Statutory Labeling Requirements
 Design Color and Quality of the Product

An Overview of Marketing

An Overview of Marketing


currently we have easily around 20,000 graduates who are waiting to be employed. By June next year over 60,000 more graduates will be in the market. We can expect 50% of them to be unemployed. Why?
I think many institutions of higher learning are teaching students based on outdated syllabus and courses not customized to the needs of our industries. These institutions are concentrating on the development of students’ intelligent quotient (IQ) and less on emotional quotient (EQ) and social quotient (SQ). The EQ and SQ require soft skills training that should be part and parcel of today’s education. Even the IQ enhancing portion of education teaches students mostly to be excellent information gatherers rather than as critical thinkers and skilled in their chosen fields. The industries, in this fastmoving and highly competitive business environment can’t afford to spend time to retrain graduates. They want graduates of ready use (with the necessary skills), able to withstand pressure, work well in a team and know how to socialize and above all smart enough in handling customers.
If you browse through advertisements on job vacancies in the media, you will find easily around 80% of them are directly related to marketing – sales, customer relations, telesales, business development, after sale services, brand management etc. It is difficult to find job vacancies that suit your qualifications. Even then, if your skills in your particular fields are not up to expectations, rest assured that you will not be selected for these limited jobs. Sales, even if taboo to you are the only jobs around.. This is the reality of the day! What choice do you have now?


Selling skills are in fact natural. Everyone has the skills. A baby sells his/her cries to get milk! You must have sold yourselves well (in your studies, of course) to get your lecturers to give you your desired grades! You will have to sell yourselves creatively (show that you know how to love and take care of that special somebody) to attract your potential partners and your potential in-laws as well! Therefore selling is not taboo after all. The selling skills are part of you, like it or not! You need to develop them and keep on polishing them further. You can’t do these alone. You need experts to guide you. And above all, you need to have the right attitude and iron will to be a successful sales persons.


You do not need a qualification in marketing to be a good salesman. If you do have one, it will be an added advantage. Remember this: Any business has two basic functions: MARKETING AND INNOVATION. (Drucker, 1955).


What is marketing?


Before we define marketing we must understand the following terms first:


• Market – the business of selling and buying commodities (products and services). It is not confined to space, locality and time. The internet enables market to be in cyber space, 24 hours a day (interactive online marketing).


• Marketer- a person who promotes sales.


• Market economy – Principles of free enterprise applied to market – less interventions from authorities.


• Marketable – Commodities fit to be offered for sale. Marketing is the business of moving goods and services from the producer to the customer. It involves the act of promoting sales of commodities, including research, advertising and packaging.


A universally accepted definition of marketing:
“Marketing is the management process responsible for identifying, anticipation and satisfying customer requirements profitably” – The Chartered Institute of Marketing.


• Management process – forecasting, planning, coordinating, directing, controlling, monitoring, communicating and motivating.


• Identifying – recognizing, specifying, selecting and prioritizing customer needs.


• Anticipation – visualizing and projecting customer wants and desires.


• Satisfying – meeting customer needs – value for money.


• Customer – a person who agrees to offer to buy a commodity.


• Profitably – good returns to investments.


A simpler definition of marketing is:


“ Marketing is the creation, development and delivery of products and services that satisfy the needs and wants of the customer, at a profit.” – Madsen J. and Tan B. (2005) p.37.


Marketing must be an organizationwide practice. It must be focused on the customer, product & services and work with the segmentation of the markets in the most productive and cost-efficient manner to derive profitability. The fundamental marketing goal is to capture and retain customers profitably.


Core functions of marketing:


• Marketing research establishes the needs and wants and the target market;


• Product development creates the specifications to satisfy the target market;


• Manufacturing makes the products in accordance with specifications;


• Branding attaches an identity that differentiates the products from competitors’;


• Advertising communicates brand value and benefits;


• Promotion stimulates consumer demand and repeated purchases;


• Sales and distribution ensures products are made available at retail outlets;


• Logistics delivers the products cost-efficiently on a timely basis;


• Merchandising maintains product quality and freshness at the retail outlets;


• Customer service provides support for the products to reinforce customer value.


Marketing is vital to the success of a business organization. Everyone in the organization must be able to market its products and services. Successful marketing results in stronger products, happier and loyal customers and bigger profit. Skills demanded of marketing professionals:


• Selling and sales management, including the collection of payments.


• Advertising – creative ways with less expenditures.


• Sales promotion – good communications skill.


• Publicity.


• Public relations


• Exhibitions and other event management.


• Packaging and branding


• Corporate identity and image


• Market research


• Encourage word of mouth.


Above all, a marketing professional must master the art of persuasion (influencing and negotiating) and be patient, passionate and able to persevere at all times. He or she must accept the fact that the customer is always the king. He or she must aim to inform and educate the customer and satisfy his/her needs, provide good backup service, maintain relationship and make sure that the customer pay the bills (be a debt collector if you have to).


Marketing has moved from customer acquisition (winning new customers); through customer retention (keeping existing customers for life); through customer selection (be selective in choosing customers – priority for the profitable ones). If customers are wrongly selected they might end up as bargain hunters only who exploit sales promotion and move on and on. Keep loyal and profitable customers. Selling to them is more profitable than winning the new ones. Lifetime customer with lifetime values against one-off sales syndrome.


What are the rights of the customer?


Farber (2005 p.155) list down the followings:


• The customer has the right to be told the truth


• The customer has the right to expect the salesperson to have expert knowledge


• The customer has the right to expect that all promises and commitments will be kept


• The customer has the right to be treated with dignity and respect


• The customer has the right to expect satisfaction from the product or service


• The customer has the right to a breakdown of costs and fees


• The customer has the right to service and support


• The customer has the right to have calls returned promptly even when he or she may be calling with a problem or to complain


How to be effective in marketing?


Effective marketing is often described as “making what you can sell, not selling what you can make”. Organizations that sell what they can make are product-led: they make the product first, consider customers afterwards, and see marketing simply as a means of persuading customers to buy. The most successful organizations make what they can sell. They are customer-led, creating products and services in response to customer need.


Conclusion
Everyone markets something without even realizing it throughout his or her life. Marketing is not mere selling. But selling is at the heart of marketing. Like it or not, marketing has been, is and will certainly be part and parcel of our life. If you are looking for a suitable job, you must know how to market yourself. If you want to win a competition you must understand and practice the art of marketing, more so on the ability to communicate and influence your target audience effectively and master the ways to develop a saleable brand out of yourself or your products and se vices. Learning marketing formally from experts will definitely help you to understand and put to practice the proven ways of doing marketing.



Basic Definitions: Advertising, Marketing, Promotion, Public Relations and Publicity, and Sales

It's easy to become confused about these terms: advertising, marketing, promotion, public relations and publicity, and sales. The terms are often used interchangeably. However, they refer to different -- but similar activities. Some basic definitions are provided below. A short example is also provided hopefully to help make the terms more clear to the reader.

One Definition of Advertising

Advertising is bringing a product (or service) to the attention of potential and current customers. Advertising is focused on one particular product or service. Thus, an advertising plan for one product might be very different than that for another product. Advertising is typically done with signs, brochures, commercials, direct mailings or e-mail messages, personal contact, etc.

One Definition of Promotion

Promotion keeps the product in the minds of the customer and helps stimulate demand for the product. Promotion involves ongoing advertising and publicity (mention in the press). The ongoing activities of advertising, sales and public relations are often considered aspects of promotions.

One Definition of Marketing

Marketing is the wide range of activities involved in making sure that you're continuing to meet the needs of your customers and getting value in return. Marketing is usually focused on one product or service. Thus, a marketing plan for one product might be very different than that for another product. Marketing activities include "inbound marketing," such as market research to find out, for example, what groups of potential customers exist, what their needs are, which of those needs you can meet, how you should meet them, etc. Inbound marketing also includes analyzing the competition, positioning your new product or service (finding your market niche), and pricing your products and services. "Outbound marketing" includes promoting a product through continued advertising, promotions, public relations and sales.

One Definition of Public relations

Public relations includes ongoing activities to ensure the overall company has a strong public image. Public relations activities include helping the public to understand the company and its products. Often, public relations are conducted through the media, that is, newspapers, television, magazines, etc. As noted above, public relations is often considered as one of the primary activities included in promotions.

One Definition of Publicity

Publicity is mention in the media. Organizations usually have little control over the message in the media, at least, not as they do in advertising. Regarding publicity, reporters and writers decide what will be said.

One Definition of Sales

Sales involves most or many of the following activities, including cultivating prospective buyers (or leads) in a market segment; conveying the features, advantages and benefits of a product or service to the lead; and closing the sale (or coming to agreement on pricing and services). A sales plan for one product might be very different than that for another product.

An Example of the Definitions

The following example may help to make the above five concepts more clear. I recently read that the story comes from theReader's Digest, a quote found in "Promoting Issues and Ideas" by M. Booth and Associates, Inc. (Thanks to Jennifer M. Seher, participant in the CONSULTANTS@CHARITYCHANNEL.COM online discussion group.)
"... if the circus is coming to town and you paint a sign saying 'Circus Coming to the Fairground Saturday', that's advertising. If you put the sign on the back of an elephant and walk it into town, that's promotion. If the elephant walks through the mayor's flower bed, that's publicity. And if you get the mayor to laugh about it, that's public relations." If the town's citizens go the circus, you show them the many entertainment booths, explain how much fun they'll have spending money at the booths, answer their questions and ultimately, they spend a lot at the circus, that's sales.

Personal Selling and Sales Management

Scope and Importance of Personal Selling

In the US, 14 million people are employed in sales positions, according to the department of labor.
Sales personnel include stockbrokers, manufacturing sales representatives, real estate brokers etc.

Nature of Personal Selling

Gives marketers:
  • The greatest freedom to adjust a message to satisfy customers informational needs, dynamic.
  • Most precision, enabling marketers to focus on most promising leads. vs. advertising, publicity and sales promotion
  • Give more information
  • Two way flow of information, interactivity.
  • Discover the strengths and weaknesses of new products and pass this information on to the marketing department.
  • Highest cost. Businesses spend more on personal selling than on any other form of promotional mix.
  • Goals range from
    • finding prospects
    • convincing prospects to buy
    • keeping customers satisfied--help them pass the word along.
Return to Contents

Types of Sales Persons

  • Order Takers

    Seek repeat sales, make certain that customers have sufficient product quantities where and when they need it. Do not require extensive sales effort. Arrange displays, restocks them, answer phone calls. Low compensation, little training required. High turnover of personnel. 2 types:
    • Inside Order Takers receive orders by mail/phone, sales person in a retail store.
    • Field Order Takers travel to customers. Use laptop computers to improve tracking of inventory and orders etc.
  • Order Getters

    Sell to new customers and increase sales to present customers, sometimes called creative selling.
    Generate customer leads, provide information, persuading customers and closing sales. Required for high priced, complex and/or new products. High pressure, requires expensive, time consuming training.
  • Support Personnel

    Facilitate the selling function. Primarily business to business products.
    • Missionary Salespeople Distribute information regarding new goods or services, describes attributes and leaves materials, does not close sales. Assist producers' customers in selling to their own customers. IE call on retailers and persuade them to carry the product. Pharmaceuticals may go to doctors offices and persuade them to carry their products.
    • Trade Salespeople May perform order taking function as well. Spend much time helping customers, especially retail stores, to promote the product. Restock the shelves, set up displays. Technical Salespersons Offer technical assistance to current customers. Usually trained engineers etc.
    • Service Salespeople interacts with customers after sale is complete.
    Team selling...entire team of selling professionals in selling to and servicing major customers, especially when specialized knowledge is needed to satisfy different interests in customers' buying centers.


Elements of the Personal Selling Process

No 2 salespersons use exactly the same sales method, but it is generally a seven step process:
  1. Prospecting and Evaluating

    Seek names of prospects through sales records, referrals etc., also responses to advertisements. Need to evaluate if the person is able (Undergraduate degree to attend a graduate program), willing and authorized to buy. Blind prospecting-rely on phone directory etc.
  2. Preapproach (Preparing)

    Review key decision makers esp. for business to business, but also family
    • assess credit histories
    • prepare sales presentations
    • identify product needs.
    Helps present the presentation to meet the prospects needs.
  3. Approaching the Customer

    Manner in which the sales person contacts the potential customer. First impression of the sales person is Lasting and therefore important.
    Strive to develop a relationship rather than just push the product.
    Can be based on referrals, cold calling or repeat contact.
  4. Making the Presentation

    Need to attract and hold the prospects Attention to stimulate Interest and stir up Desire in the product so the potential customer takes the appropriate Action. AIDA
    Try to get the prospect to touch, hold or try the product. Must be able to change the presentation to meet the prospect needs.
    Three types of presentations:
    • Stimulus Response Format: Appropriate stimulus will initiate a buy decision, use one appeal after another hoping to hit the right button...Counter Clerk @ McDonald's "Would you like fries with your burger?"
    • Formula Selling Format: (Canned Sales Presentation) memorized, repetitive, given to all customers interested in a specific product.
      Good for inexperienced sales people.
      Better with heavily advertised items that are presold.
      Telemarketing a credit card!!
    • Need Satisfaction Format: Based on the principal that each customer has a different set of needs/desires., therefore the sales presentation should be adapted to the individual customer's needs, this is a key advantage of personal selling vs. advertising.
      Sales person asks questions first, then makes the presentation accordingly.
      Need to do homework, listen well and allow customers to talk etc.
      Must answer two types of questions:
      • for more information
      • overcome objections.
    Overcoming Objections
    Seek out objections and address them.
    Anticipate and counter them before the prospect can raise them.
    Try to avoid bringing up objections that the prospect would not have raised.
    Price objection is the most common
    Need to provide customers with reasons for the $s, build up the value before price is mentioned
    Must be convinced of price in own mind before you can sell to customer.
    Get budget info. on buyer before you try to sell, and must know what they want, must sell service on top of product augmented product--to create value!!
    Must know value of product, provide warranties etc.!!
  5. Closing

    Ask prospect to buy product/products. Use trial closes, IE ask about financial terms, preferred method of delivery.
    20% sales people generally close 80% sales., Avon, over 1/2 US $1.4 bn business from 17% of 415,000 SRs.
    Need to be prepared to close at any time. The following are popular closing techniques:
    • Trial Close (Minor decision close)
    • Assumptive close (Implied consent close)
    • Urgency close
    • Ask for the sale close
    If prospect says no, they may just need more reasons to buy!!
  6. Following Up

    Must follow up sale, determine if the order was delivered on time, installation OK etc. Also helps determine the prospects future needs. Accomplishes four objectives:
    • customer gain short term satisfaction
    • referrals are stimulated
    • in the long run, repurchase
    • prevent cognitive dissonance
    Old school, sell and leave!!--Quickly before customer changes her mind!!
    Now:
    • Stay a few minutes after sale--reinforce, make them feel good, made wise choice, leave small gift (with co. name on it!!), call office at any time etc!!
    • Follow up, reinforce, know birthdays, new year etc, friendly correspondence...relationship building!!

    Handout...Toyota Calling In Japan's Car Market

    Half of cars are sold door-to-door. This is shrinking due to environmental changes. Toyota has more than 100,000 door-to-door sales people.
    Developing Long-term relationships is key, Keiretsu, do business with only those you know and trust. Face-to-face meetings before business to establish trust, the approach stage.
    Follow up is key to relationship:
    After sales:
    • call inquiring on car's immediate performance
    • hand written greeting cards
    • written invitations for low cost oil changes
    Prospecting includes:
    • Driving schools for people to obtain licenses = prospects
    • Also referrals from existing customers is very important
    • Curtesy calls to clients who referred new customers.
    Timing of presentation:
    • To housewife in the middle of the day
    • Just before 3 year "Shaken", following 2 years
    "At first I had no intention of buying a new car, but Mr. Saito is very good at proposing reasons why I should change" = $1,600 shaken.

    Management of Salesforce

    Sales force is directly responsible for generating sales revenue.
    Eight general management areas:
    1. Establish Salesforce objectives

      Similar to other promotional objectives
      Demand oriented or image oriented.
      Major objective is persuasion, converting consumer interest into sales.
      Sales objectives; expected to accomplish within a certain period of time.
      Give direction and purpose and act as a standard for evaluation.
      Set for total salesforce and each individual salesperson.
      Can be $s, units sold, market share to achieve, for individual salespersons, also include ave. order size, ave. # of sales/time period, and ratio orders/calls.
    2. Organizing the Salesforce

      • In-house vs. independent agents (manufacturer's sales agents).
      • Organize by:
        • Geography (simplest, but not suitable if product(s) are complex or customers require specialized knowledge)
        • Customer: Different buyers have different needs
        • Product: Specific knowledge re: products is needed
      • Size. Marginal analysis, or determine how many sales calls/year are needed for an organization to effectively serve its customers and divide this total by the average # of sales calls that a person makes annually. Also use subjective judgement.
        MBNA estimates how many calls to expect, one year in advance, and then determines the size of the salesforce at any given time.

    3. Recruiting and Selecting Salespeople

      Need to establish a set of required qualifications before beginning to recruit. Prepare a job description that lists specific tasks the salesperson should perform and analyze traits of the successful salespeople within the organization.
      May use assessment centers--intense training environment that places candidates in realistic problem settings in which they give priorities to their activities, make and act on decisions.
      Recruitment should be a continual activity aimed at reaching the best applicants.
      Applicants that most match the demographics of the target market. Changing demographics, may be wise to hire hispanic sales people if your territory is in Florida!!
    4. Training Sales Personnel

      Use formal programs, or Informal on-the-job training. Can be complex or simple.
      Training should focus on:
      • the company
      • products
      • selling techniques.
      Aimed at new hires and experienced personnel.
      Can be held in the field, educational institutions or company facilities.
      Oldsmobile spent $25 million last year to teach its dealers how to better treat its customers.
    5. Compensating Sales People

      To attract, motivate and retain sales people, that facilitate and encourage good treatment of the customers. Need to understand personalities of sales people. Strive for proper balance of freedom, income and incentives.
      Need to determine the best level of compensation required, and the best method of calculating it.
      • Straight salary
      • straight commission (selling insurance)--single percentage of sales or sliding rate
      • Combination plan

    6. Motivating Sales People

      Need a systematic approach, must also satisfy non-financial needs:
      • Job security
      • Working Conditions
      • Opportunities to succeed
      Sales contests increase sales.
      Symbolic awards--plaques, rings etc.
      Can also use negative motivational methods for under performers.
      Due to burn out--even the best need motivating!!
      Ongoing process...keep reps. hungry
      Need a motivational program.
      Spend time with reps, personal attention!!
      Take interest in them and the sales goals
      1. Compensation packet that rewards quality salesmanship and extra effort
      2. Recognition of extra effort of sales force
      3. Make sure SR feel important
      4. Keep SR informed of company activities
      5. Make certain reps. believe in the company
      6. Goals must be realistic and achievable and changeable
      7. Determine what they want and give it to them
      8. Controlling and Evaluating Salesforce performance
      Rely on information from call reports, customer feedback and invoices. Performance is determined by objectives. May compare with predetermined performance standards or with other sales people working under similar conditions.

      Handout Avon....

      $4 billion business, relied solely on personal selling until recently, environmental changes have changed this...no longer is the wife expected to be at home...model is dual income earning parents with children in day care.
      Need to develop more efficient ways to reach customers.
      Salespeople earn pure commission, 10%...50% for top sellers (over $32,750)
      Strategies tried:
      • Avon Select.
        Direct mail catalog and toll free number, attract those that didn't know an "Avon Lady", or didn't want to deal with one. Also used national TV and print campaign in conjunction. Problems =
        • Salesperson creates confidence in the brand, delivering much more than advertising is able to do. When you take away the selling relationship, you're left with a brand that's relatively naked.
        • Key is not to undercut the field salesforce, similar to dual distribution creating channel conflict.
        Mary Kay Corp has also tried this strategy but differently and more successfully:
        • Catalogs carry different merchandise
        • Forward commission to sales rep. in customer's area "Never have a grey area regarding competing with sales force."
        Other demotivational concerns:
        • Restructured commissions
        • Dropped awards, trips and other incentives
      • Leadership Program.
        A Multi-level marketing (MLM) concept. Rewarded for products sold as well as people you recruit as a sales rep....by getting some of their commission and a portion of the commission of reps. they recruit etc. Created a hard sell environment and was consequently scrapped.
      To remotivate:
      New CEO
      • Reinstate Birthday presents
      • Anniversary plates
      • Annual Pins
      • Phone Blitzs to indicate appreciation

Promotion: Integrated Marketing Communication

Promotion: Integrated Marketing Communication

Integrated Marketing Communication (IMC) involves the idea that a firm’s promotional efforts should be coordinated to achieve the best combined effects of the firm’s efforts.  Resources are allocated to achieve those outcomes that the firm values the most.
Promotion involves a number of tools we can use to increase demand for our  The most well known component of promotion is advertising, but we can also use tools such as the following:
  • Public relations (the firm’s staff provides information to the media in the hopes of getting coverage). This strategy has benefits (it is often less expensive and media coverage is usually more credible than advertising) but it also entails a risk in that we can’t control what the media will say.  Note that this is particularly a useful tool for small and growing businesses—especially those that make a product which is inherently interesting to the audience.
  • Trade promotion.  Here, the firm offers retailers and wholesalers temporary discounts, which may or may not be passed on to the consumer, to stimulate sales. 
  • Sales promotion.  Consumers are given either price discounts, coupons, or rebates.
  • Personal selling.  Sales people either make “cold” calls on potential customers and/or respond to inquiries.
  • In-store displays.  Firms often pay a great deal of money to have their goods displayed prominently in the store.  More desirable display spaces include:  end of an aisle, free-standing displays, and near the check-out counter.  Occasionally, a representative may display the product.
  • Samples
  • Premiums
PROMOTIONAL OBJECTIVES AND EFFECTIVENESS
Generally, a sequence of events is needed before a consumer will buy a product.  This is known as a “hierarchy of effects.”  The consumer must first be aware that the product exists.  He or she must then be motivated to give some attention to the product and what it may provide.  In the next stage, the need is for the consumer to evaluate the merits of the product, hopefully giving the product a try.  A good experience may lead to continued use.  Note that the consumer must go through the earlier phases before the later ones can be accomplished.
Promotional objectives that are appropriate differ across the Product Life Cycle (PLC).  Early in the PLC—during the introduction stage—the most important objective is creating awareness among consumers.  For example, many consumers currently do not know the Garmin is making auto navigation devices based on the global position satellite (GPS) system and what this system can do for them.  A second step is to induce trial—to get consumers to buy the product for the first time.  During the growth stage, important needs are persuading the consumer to buy the product and prefer the brand over competing ones.  Here, it is also important to persuade retailers to carry the brand, and thus, a large proportion of promotional resources may need to be devoted to retailer incentives.  During the maturity stage, the firm may need to focus on maintaining shelf space, distribution channels, and sales. 
Different promotional approaches will be appropriate depending on the stage of the consumer’s decision process that the marketer wishes to influence.  Prior to the purchase, the marketer will want to establish a decision to purchase the product and the specific brand.  Here, samples might be used to induce trial.  During the purchase stage, when the consumer is in the retail store, efforts may be made to ensure that the consumer will choose one’s specific brands.  Paying retailers for preferred shelf space as well as point of purchase (POP) displays and coupons may be appropriate.  After the purchase, an appropriate objective may be to induce a repurchase or to influence the consumer to choose the same brand again.  Thus, the package may contain a coupon for future purchase.
There are two main approaches to promoting products.  The “push” strategy is closely related to the “selling concept” and involves “hard” sell and aggressive price promotions to sell at this specific purchase occasion.  In contrast, the “pull” strategy emphasizes creating demand for the brand so that consumers will come to the store with the intention of buying the product.  Hallmark, for example, has invested a great deal in creating a preference for its greeting cards among consumers.
There are several types of advertising.  In terms of product advertising, the “pioneering” ad seeks to create awareness of a product and brand and to instill an appreciation among consumers for its possibilities.  The competitive or persuasive ad attempts to convince the consumer either of the performance of the product and/or how it is superior in some way to that of others.  Comparative advertisements are a prime example of this.  For instance, note the ads that show that some trash bags are more durable than others.  Reminder advertising seeks to keep the consumer believing what other ads have already established.  For example, Coca Cola ads tend not to provide new information but keep reinforcing what a great drink it is.

DEVELOPING AN ADVERTISING PROGRAM
Developing an advertising program entails several steps:
  • Identifying the target audience.  Market reports can be bought that investigate the media habits of consumers of different products and/or the segments that the firm has chosen to target.
  • Determining appropriate advertising objectives.  As discussed, these objectives might include awareness, trial, repurchase, inducing consumers to switch from another brand, or developing a preference for the brand.
  • Settling on an advertising budget.
  • Designing the advertisements.  Numerous media are available for the advertiser to choose from. A list of some of the more common ones may be found on PowerPoint slide #11.  Each medium tends to have advantages and disadvantages. 
It is essential to pretest advertisements to see how effective they actually are in influencing consumers.  An ad may have to be redesigned if it is found not be to be as effective as targeted.  Note that selecting advertisements is often a “numbers game” where a lot of advertisements are created and the ones that “test” best are selected.
ADVERTISING STRATEGIES
          Depending of the promotional objectives sought by a particular firm, different advertising strategies and approaches may be taken.  The following are some content strategies commonly used.
  • Information dissemination/persuasion.  Comparative ads attempt to get consumers to believe that the sponsoring product is better.  Although these are frequently disliked by Americans, they tend to be among the most effective ads in the U.S.  Comparative advertising is illegal in some countries and is considered very inappropriate culturally in some societies, especially in Asia.
  • Fear appeals try to motivate consumers by telling them the consequences of not using a product.  Mouthwash ads, for example, talk about the how gingivitis and tooth loss can result from poor oral hygiene.  It is important, however, that a specific way to avoid the feared stimulus be suggested directly in the ad.  Thus, simply by using the mouthwash advertised, these terrible things can be avoided
  • Attitude change through the addition of a belief.  This topic was covered under consumer behavior.  As a reminder, it is usually easier to get the consumer to accept a new belief which is not inconsistent with what he or she already believes than it is to change currently held beliefs.
  • Classical conditioning.  A more favorable brand image can often be created among the consumer when an association to a liked object or idea is created.  For example, an automobile can be paired with a beautiful woman or a product can be shown in a very upscale setting.
  • Humor appeal.  The use of humor in advertisements is quite common.  This method tends not to be particularly useful in persuading the consumer.  However, more and more advertisers find themselves using humor in order to compete for the consumer’s attention.  Often, the humor actually draws attention away from the product—people will remember what was funny in the ad but not the product that was advertised.  Thus, for ads to be effective, the product advertised should be an integral part of what is funny.
  • Repetition.  Whatever specific objective is sought, repetition is critical.  This is especially the case when the objective is to communicate specific information to the customer.  Advertising messages—even simple ones—are often understood by consumers who have little motive to give much attention to advertisements to which they are exposed.  Therefore, very little processing of messages is likely to be done at any one time of exposure.  Cumulatively, however, a greater effect may result.
  • Celebrity endorsements.  Celebrities are likely to increase the amount of attention given to an advertisement.  However, these celebrities may not be consistently persuasive.  The Elaboration Likelihood Model discussed below identifies conditions when celebrity endorsements are more likely to be effective.

ADVERTISING AND ATTITUDE CHANGE
A significant objective of advertising is attitude change.  A consumer’s attitude toward a product refers to his or her beliefs about, feeling toward, and purchase intentions for the product.  Beliefs can be both positive (e.g., for McDonald’s food:  tastes good, is convenient) and negative (is high in fat).  In general, it is usually very difficult to change deeply held beliefs. Thus, in most cases, the advertiser may better off trying to add a belief (e.g., beef is convenient) rather than trying to change one (beef is really not very fatty).
Consumer receptivity to messages aimed at altering their beliefs will tend to vary a great deal depending on the nature of the product.  For unimportant products such as soft drinks, research suggests that consumers are often persuaded by having a large number of arguments with little merit presented (e.g., the soda comes in a neat bottle, the bottle contains five percent more soda than competing ones).  In contrast, for high involvement, more important products, consumers tend to scrutinize arguments more closely, and will tend to be persuaded more by high quality arguments.
Celebrity endorsements are believed to follow a similar pattern of effectiveness.  The Elaboration Likelihood Model (ELM) suggests that or trivial products, a popular endorser is likely to be at least somewhat effective regardless of his or her qualifications to endorse (e.g., Bill Cosby endorses Coca Cola and Jell-O without having particular credentials to do so).  On the other hand, for more important products, consumers will often scrutinize the endorser’s credentials. 
For example, a basket ball player may be perceived as knowledgeable about athletic shoes, but not particularly so about life insurance.  In practice, many celebrities do not appear to have a strong connection to the products they endorse.  Tiger Woods might be quite knowledgeable about golf carts, it is not clear why he has any particular qualifications to endorse Cadillac automobiles.

ADVERTISING EFFECTIVENESS AND EVALUATION
The effectiveness of advertising is a highly controversial topic.  Research suggests that in many cases advertising leads to a relatively modest increase in sales.  One study suggests, for example, that when a firm increases its advertising spending by 1%, sales go up by 0.05%.   (The same research found that, in contrast, if prices are lowered by 1%, sales tend to increase by 2%).  In general, it appears that advertising is more effective in selling durable goods (e.g., stereo systems, cars, refrigerators, and furniture) than for non-durable goods (e.g., restaurant meals, candy bars, toilet paper, and bottled water).  Also, advertising appears to be more effective for new products.  This suggests that advertising is probably most effective for providing information (rather than persuading people).  Note that many advertising agencies make a large part of their money on commissions on advertising sold.  Thus, they have a vested interest in selling as much advertising as possible, and may strongly advise clients to spend excessive amounts on advertising.
Research suggests that advertising effectiveness follows a sort of “S-“ shaped curve:
Very small amounts of advertising are too small to truly register with consumers.  At the medium level, advertising may be effective.  However, above a certain level (labeled “saturation point” on the chart), additional adverting appears to have a limited effect.  (This is comparable to the notion of “diminishing returns to scale” encountered in economics).
There are several potential ways to measure advertising effectiveness.   Two main categories include:
  • “Field” based studies.  These studies look at what happens with real consumers in real life.  Thus, for example, we can examine what happens to sales of a company’s products when the firm increases advertising.  Unfortunately, this is often a misleading way to measure advertising impact because we live in a “messy” world where other factors influence sales as well.  For example, a soft drink firm could conclude that there is very little correlation between advertising and sales because another, much more powerful factor is at work:  temperature.  That is, the firm may find that although a great deal of advertising is done in the winter, sales are greater in summer months because people drink more soft drinks in hot weather.  Note that the choice of brand of soft drink purchased in the summer may very well be influenced by advertising heard at other times.
  • Laboratory studies.  To get around the confounds imposed by nature, advertising researchers often use artificial situations to evaluate advertising.  This sacrifices the use of real consumers in real settings, but allows the marketer to control sources of influence.  An advertising firm may hire people to come in and participate in research.  The consumers may come in and be asked to view some television and respond to a questionnaire about the programming later.  Half of the subjects can then see a version which includes an ad to be tested (the other half is known as the “control” group, which will serve as a basis for comparison).   We can now compare the two groups on factors such as attitude toward the brand, purchase intention, and preference. 

PUBLIC RELATIONS
Consumers will often perceive what they perceive to be “independent” media news stories as more credible than paid advertising.  Therefore, getting favorable media coverage can be quite valuable.  One downside, of course, is that the marketer does not get to control what the media will say.  This type of coverage is not necessarily less expensive than traditional advertising, either, since a lot of labor is often needed to generate media interest.
News releases should generally be brief.  Ordinarily, these should not exceed two double spaced pages in length although additional information can be made available.  The media will generally react negatively to “advertising” or sensational language such as “revolutionary” or “breakthrough.”  There is generally a preference for precise, factual information although a human interest story may also be of interest.  It is important to quote actual people—whether customers, neutral experts, or employees of the firm.  This may mean “drafting” a quote and asking the appropriate person for permission to quote him or her saying this.