Into to Bus (Bus 109) Ch. 12: Distribution and Promotions (marketing)

What are the types of publicity?

lobbying, event planning, acting as a press agent, managing internal communication, and coordinating crisis management for communications.

What is product placement?

paid inclusion of brands in mass media programming. This includes movies, TV, books, music videos, and video games. EX: Ford vehicles in the latest James Bond movie or Tom Hanks putting on a pair on Nikes on-screen,

What is personal selling?

face-to-face sales presentation to a prospective customer. Sales jobs range from salesclerks at clothing stores to engineers with MBAs who design large, complex systems for manufacturers. About 6.5 million people are engaged in personal selling in the United States.

What is Traditional advertising ?

is any paid form of nonpersonal presentation by an identified sponsor. It may appear on television or radio; in newspapers, magazines, books, or direct mail; or on billboards or transit cards.

Explain the selling process?

1. Prospecting and qualifying: To start the process, the salesperson looks for sales prospects, those companies and people who are most likely to buy the seller's offerings. This activity is called prospecting. Because there are no surefire ways to find prospects, most salespeople try many methods. One guideline is that not all prospects are "true" opportunities for a sale. Just because someone has been referred or has made an inquiry does not mean that the person is a genuine prospect. Salespeople can avoid wasting time and increase their productivity by qualifying all prospects. Qualifying questions are used to separate prospects from those who do not have the potential to buy. The following three questions help determine who is a real prospect and who is not: Does the prospect have a need for our product? Can the prospect make the buying decision? Can the prospect afford our product? 2. Approaching customers: After identifying a prospect, the salesperson explains the reason for wanting an appointment and sets a specific date and time. At the same time, the salesperson tries to build interest in the coming meeting. One good way to do this is to impart an interesting or important piece of information—for instance, "I think my product can cut your shipping and delivery time by two days." 3. Presenting and demonstrating the product: The presentation and demonstration can be fully automated, completely unstructured, or somewhere in between. In a fully automated presentation, the salesperson shows a movie or slides or makes a PowerPoint presentation and then answers questions and takes any orders. In today's business world, in which relationships are most important for long-term sales, canned or structured presentations are not well received, nor do they support the idea of building a great bond with the customer. A completely unstructured presentation that has no set format is a much more successful approach. It may be a casual conversation, with the salesperson presenting product benefits and assisting the customer in solving his or her problems (like a partner on the client company's team) in a way that might interest the potential buyer. 4. Handling objections: Almost every sales presentation, structured or unstructured, meets with some objection. Rarely does a customer say, "I'll buy it," without asking questions or voicing concerns. The professional salesperson tries to anticipate objections so they can be countered quickly and with assurance. The best way to counter objections is to have a thorough knowledge of the product offering so that a solution can be found that overcomes the objection. Often employed in business, the "higher authority" objection is frequently used when one of the parties says, "This agreement looks good, but I'll have to run it by my committee" (or wife or any other "higher authority"). The result is that that sales presentation turns out to be just a preliminary, nonbinding round. After the higher authority responds, often disapproving the agreement, the sale goes into round two or starts all over again. For example, when a customer wants to buy a house, car, or anything expensive, the salesperson will say, "If we find the house (or car) that you really like, is there any reason you could not make the purchase today?" Once they get the green light, the salesperson will spend whatever time it takes to find the right product for the customer. However, if the client says his uncle has to give the final approval because he will be loaning the money, the salesperson will try and set up an appointment when the uncle can be present. 5. Closing the sale: After all the objections have been dealt with, it's time to close the sale. Even experienced salespeople sometimes find this part of the sales process awkward. Perhaps the easiest way to close a sale is to ask for it: "Ms. Jones, may I write up your order?" One of the best techniques is to act as though the deal has been concluded: "Mr. Bateson, we'll have this equipment in and working for you in two weeks." If Mr. Bateson doesn't object, the salesperson can assume that the sale has been made. 6. Following up on the sale: The salesperson's job isn't over when the sale is made. In fact, the sale is just the start. The salesperson must write up the order properly and turn it in promptly. This part of the job may be easy for many consumer products, but for B2B products or services, it may be more complex. An order for a complex piece of industrial equipment may include a hundred pages of detail. Each detail must be carefully checked to ensure that the equipment is exactly what was ordered. KEY: After the product is delivered to the customer, the salesperson must make a routine visit to see that the customer is satisfied. This follow-up call may also be a chance to make another sale. But even if it isn't, it will build goodwill for the salesperson's company and may bring future business. Repeat sales over many years are the goal of professional salespeople.

What are the goals of promotional campaign?

1. Creating awareness: All too often, firms go out of business because people don't know they exist or what they do. Small restaurants often have this problem. Simply putting up a sign and opening the door is rarely enough. Promotion through ads on social media platforms and local radio or television, coupons in local papers, flyers, and so forth can create awareness of a new business or product. Large companies often use catchy slogans to build brand awareness. EXAMPLES: Dodge's wildly successful ads where a guy in a truck yells over to another truck at a stoplight, "Hey, that thing got a Hemi?" has created a huge number of new customers for Dodge trucks. Hemi has become a brand within a brand. Now, Chrysler is extending the Hemi engine to the Jeep brand, hoping for the same success. 2. Getting consumers to try products: Promotion is almost always used to get people to try a new product or to get nonusers to try an existing product. a. Sometimes free samples are given away. Lever, for instance, mailed over two million free samples of its Lever 2000 soap to targeted households. b. Coupons and trial-size containers of products are also common tactics used to tempt people to try a product. c. Celebrities are also used to get people to try products. Oprah Winfrey, for example, recently partnered with Kraft Heinz to launch a new line of refrigerated soups and side dishes made with no artificial flavors or dyes. 3. Providing information: Informative promotion is more common in the early stages of the product life cycle. An informative promotion may explain what ingredients (for example, fiber) will do for a consumer's health, describe why the product is better (for example, high-definition television versus regular television), inform the customer of a new low price, or explain where the item may be purchased. People typically will not buy a product or support a not-for-profit organization until they know what it will do and how it may benefit them. Thus, an informative ad may stimulate interest in a product. Consumer watchdogs and social critics applaud the informative function of promotion because it helps consumers make more intelligent purchase decisions. StarKist, for instance, lets customers know that its tuna is caught in dolphin-safe nets. 4. Keeping loyal customers: Promotion is also used to keep people from switching brands. Slogans such as Campbell's soups are "M'm! M'm! Good!" and "Intel Inside" remind consumers about the brand. Marketers also remind users that the brand is better than the competition. Firms can also help keep customers loyal by telling them when a product or service is improved. EXAMPLES: For years, Pepsi has claimed it has the taste that consumers prefer. Southwest Airlines brags that customers' bags fly free. Such advertising reminds customers about the quality of the product or service. Domino's recently aired candid advertisements about the quality of their product and completely revamped their delivery operations to improve their service. This included advertisements highlighting a Domino's pizza being delivered by reindeer in Japan and by drone in New Zealand. According to University of Maryland marketing professor Roland Rust, "delivery" stands out in how Domino's has broadly improved its quality, and "the customized delivery vehicles are a competitive advantage. 5. Increasing the amount and frequency of use: Promotion is often used to get people to use more of a product and to use it more often. The National Cattlemen's Beef Association reminds Americans to "Eat More Beef." The most popular promotion to increase the use of a product may be frequent-flyer or -user programs. The Marriott Rewards program awards points for each dollar spent at a Marriott property. At the Platinum level, members receive a guaranteed room, an upgrade to the property's finest available accommodations, access to the concierge lounge, a free breakfast, free local phone calls, and a variety of other goodies 6. Identifying target customers: Promotion helps find customers. One way to do this is to list a website as part of the promotion. EXAMPLE: Promotions in the The Wall Street Journal and Bloomberg Businessweek regularly include web addresses for more information on computer systems, corporate jets, color copiers, and other types of business equipment to help target those who are truly interested. Fidelity Investments ads trumpet, "Solid investment opportunities are out there," and then direct consumers to go to http://www.fidelity.com. A full-page ad in The Wall Street Journal for Sprint unlimited wireless service invites potential customers to visit http://www.sprint.com. These websites typically will ask for your e-mail address when you seek additional information. 7. Teaching the customer: For service products, it is often imperative to actually teach the potential client the reasons for certain parts of a service. In services, the service providers work with customers to perform the service. This is called "co-creation." For example, an engineer will need to spend extensive time with team members from a client company and actually teach the team members what the design process will be, how the interaction of getting information for the design will work, and at what points each part of the service will be delivered so that ongoing changes can be made to the design. For services products, this is more involved than just providing information—it is actually teaching the client.

Difference between agents v brokers?

1. Both don't take title to merchandise 2. Agents represent manufacturers or wholesalers 3. both facilitate the sale of a product from producer to end user. 4. Brokers bring buyers and sellers together 5. Both receive commissions on sales 6. Both have little say over sales policies 7. Brokers n markets where the information that would join buyers and sellers is scarce. These markets include real estate, agriculture, insurance, and commodities. 8. Agents found in a variety of industries, including electronics, clothing, hardware, furniture, and toys.

How are advertising media selected?

1. Cost per contact is the cost of reaching one member of the target market. Naturally, as the size of the audience increases, so does the total cost. Cost per contact enables an advertiser to compare media vehicles, such as television versus radio or magazine versus newspaper, or, more specifically. Often costs are expressed on a cost per thousand (CPM) contacts basis. Reach is the number of different target consumers who are exposed to a commercial at least once during a specific period, usually four weeks. Frequency is the number of times an individual is exposed to a message. Average frequency is used by advertisers to measure the intensity of a specific medium's coverage. 2. Audience selectivity.: matching the advertising medium with the product's target market. If they are trying to reach consumers over 50 years old, they may choose AARP: The Magazine. Some media vehicles, such as general newspapers and network television, appeal to a wide cross section of the population. Others—such as Brides, Popular Mechanics, Architectural Digest, MTV, ESPN, and Christian radio stations—appeal to very specific groups. Marketers must also consider utilizing various social media platforms and which platforms are most likely to reach the targeted market. EX: If marketers are trying to reach teenage females, they might select Seventeen magazine. If they are trying to reach consumers over 50 years old, they may choose AARP: The Magazine. EX: If they are trying to reach consumers over 50 years old, they may choose AARP: The Magazine.

What factors most influence a retail store's atmosphere?

1. Employee type and density: Employee type refers to an employee's general characteristics—for instance, neat, friendly, knowledgeable, or service-oriented. Density is the number of employees per 1,000 square feet of selling space. A discount retailer such as Target has a low employee density that creates a "do-it-yourself" casual atmosphere. 2. Merchandise type and density: The type of merchandise carried and how it is displayed add to the atmosphere the retailer is trying to create. A prestigious retailer such as Saks or Nordstrom carries the best brand names and displays them in a neat, uncluttered arrangement. Other retailers such as Dollar Tree may display goods in a more cluttered, crowded, disheveled way because their target market (lower-income individuals) equates clutter with open markets (and with lower prices and "deals"). 3. Odors: Smell can either stimulate or detract from sales. The wonderful smell of pastries and breads entices bakery customers, as does the smell of freshly brewed coffee in a shopping mall. Conversely, customers can be repulsed by bad odors, such as cigarette smoke, musty smells, antiseptic odors, and overly powerful room deodorizers. EXAMPLE: Selfridges out of London (global retailing) Making these ultra-cool and hip shopping spaces with "designer-drive" mini-boutiques. The clothing designer is doing it themselves. Placement of boutiques is key too. Placed a trendy tatoo/piercing Londing company next to a certain boutique and huge hit. Sounds like CDG store in Paris or Dover St. in LA.

What are the types of retailing?

1. In-Store Retailing: These retailers get most of their revenue from people who come to the store to buy what they want. Many in-store retailers also do some catalog and telephone sales.Walmart, Target, Macy's, and Neiman Marcus. 2. Nonstore retailing: includes vending, direct selling, direct-response marketing, home shopping networks, and internet retailing. Vending uses machines to sell food and other items, usually as a convenience in institutions such as schools and hospitals.

What are the types of wholesalers?

1. Merchant Wholesalers: Merchant wholesalers make up 80 percent of all wholesaling establishments and conduct slightly less than 60 percent of all wholesale sales. Is an institution that buys goods from manufacturers and resells them to businesses, government agencies, other wholesalers, or retailers. All merchant wholesalers take title to the goods they sell. 2. Agents and Brokers: agents represent manufacturers and wholesalers. a. Manufacturers' representatives (also called manufacturers' agents) represent noncompeting manufacturers. These salespeople function as independent agents rather than as salaried employees of manufacturers. They do not take title to or possession of merchandise. They get commissions if they make sales—and nothing if they don't. They are found in a variety of industries, including electronics, clothing, hardware, furniture, and toys. b. Brokers bring buyers and sellers together. Like agents, brokers do not take title to merchandise, they receive commissions on sales, and they have little say over company sales policies. They are found in markets where the information that would join buyers and sellers is scarce. These markets include real estate, agriculture, insurance, and commodities.

What are the advantages of personal selling?

1. Personal selling provides a detailed explanation or demonstration of the product. This capability is especially desirable for complex or new goods and services. 2. The sales message can be varied according to the motivations and interests of each prospective customer. Moreover, when the prospect has questions or raises objections, the salesperson is there to provide explanations. In contrast, advertising and sales promotion can respond only to the objections the copywriter thinks are important to customers. 3. Personal selling can be directed only to qualified prospects. Other forms of promotion include some unavoidable waste because many people in the audience are not prospective customers. 4. Personal selling costs can be controlled by adjusting the size of the sales force (and resulting expenses) in one-person increments. In contrast, advertising and sales promotion must often be purchased in fairly large amounts. 5. . Perhaps the most important advantage is that personal selling is considerably more effective than other forms of promotion in obtaining a sale and gaining a satisfied customer.

Why do distribution channels exist? Why

1. reducing the number of transactions required to get a product from the manufacturer to the consumer. frees producers from many of the details of distribution activity. 2. frees producers from many of the details of distribution activity. Producers are traditionally not as efficient or as enthusiastic about selling products directly to end users as channel members are. First, producers may wish to focus on production. They may feel that they cannot both produce and distribute in a competitive way. On the other hand, manufacturers are eager to deal directly with giant retailers, such as Walmart, which offer huge sales opportunities to producers.

How do you use social media to connect with customers?

1. Promotion through Blogs Blogs provide marketers with a real-time dialogue with customers and an avenue to promote their products or services. A blog is an online journal with regularly updated content. This 2. Podcasts Podcasts are basically blogs with a multimedia file. The trend developed when a new version of iTunes software made it easy for people to create their own podcasts and post them on a website. There are more than 8,000 podcasters in the United States.Besides individuals, companies are beginning to do their own podcasts. For listeners, the advantage of a podcast is convenience. Companies now have the ability to use streaming video, which potential customers can download to their mobile devices; Gimlet's podcasts are done for direct-to-consumer companies like Blue Apron, as well as for traditional advertisers like Pepsi and Ford. Gimlet now includes a short advertisement before the programming—short enough that people won't fast-forward through it. Gimlet also received a $5 million investment from advertising giant WPP, a clear sign that the business community sees a bright future in podcasts. 3. Videos: Literally hundreds of thousands of videos can be viewed on YouTube, the top video-hosting site on the internet. Many people now log in to YouTube to watch videos on a particular product and how the product can be used. Entrepreneurs and other small-business owners have made extensive use of YouTube to provide value to their customers by creating and uploading informational videos that highlight their products.

How do channels ease the flow of goods?

1. Sorting, which consists of the following: Sorting out: a. Breaking many different items into separate stocks that are similar. Eggs, for instance, are sorted by grade and size. Another example would be different lines of women's dresses—designer, moderate, and economy lines. b. Accumulating: Bringing similar stocks together into a larger quantity. Twelve large Grade A eggs could be placed in some cartons and 12 medium Grade B eggs in other cartons. Another example would be to merge several lines of women's dresses from different designers together. c. Allocating: Breaking similar products into smaller and smaller lots. (Allocating at the wholesale level is called breaking bulk.) For instance, a tank-car load of milk could be broken down into gallon jugs. The process of allocating generally is done when the goods are dispersed by region and as ownership of the goods changes. KEY: Without the sorting, accumulating, and allocating processes, modern society would not exist. Instead, there would be home-based industries providing custom or semi custom products to local markets. In short, society would return to a much lower level of consumption. 2. Locating buyers for merchandise. A wholesaler must find the right retailers to sell a profitable volume of merchandise. A sporting-goods wholesaler, for instance, must find the retailers who are most likely to reach sporting-goods consumers. Retailers have to understand the buying habits of consumers and put stores where consumers want and expect to find the merchandise. Every member of a distribution channel must locate buyers for the products it is trying to sell. Channel members also store merchandise so that goods are available when consumers want to buy them. The high cost of retail space often means many goods are stored by the wholesaler or manufacturer.

How does distribution (place) differ for services products?

1. based primarily on location of the services, such as where the company has its headquarters; 2. the layout of the area in which the service is provided (for example, the interior of a dry cleaners' store); 3. alternative locations for the presentation of services, such as an architect visiting a client's site location; 4. and elements of atmosphere, such as dark wooden bookcases for bound legal volumes in an attorney's office, which provide credibility. 5. Services companies also utilize the traditional entities of distribution for any actual goods they sell or supplies they must purchase.

What are the features of an integrated marketing communications campaign?

1. carefully coordinating all promotional activities—traditional advertising (including direct marketing), sales promotion, personal selling, public relations, social media and e-commerce, packaging, and other forms of promotion—to produce a consistent, unified message that is customer focused. 2. marketing managers carefully work out the roles the various promotional elements will play in the marketing mix. Timing of promotional activities is coordinated, and the results of each campaign are carefully monitored to improve future use of the promotional mix tools. Typically, a company appoints a marketing communications director who has overall responsibility for integrating the company's marketing communications. EXAMPLE: Southwest Airlines and its "Transfarency" campaign. The campaign integrated and promoted the concept on its website, as well as through advertising and airport signage. The campaign has resonated with consumers because most competitors add extra fees for baggage and premium seats. One

What does it mean for a supply chain to be customer driven?

1. create a satisfied customer by coordinating all of the activities of the supply-chain members into a seamless process. Therefore, an important element of supply-chain management is that it is completely customer driven. Distribution (place in 5P's) is an important part of the marketing mix. Retailers don't sell products they can't deliver, and salespeople don't (or shouldn't) promise deliveries they can't make. Late deliveries and broken promises may mean the loss of a customer. Accurate order filling and billing, timely delivery, and arrival in good condition are important to the success of the product and customer satisfaction. 2. Customization: Through the channel partnership of suppliers, manufacturers, wholesalers, and retailers along the entire supply chain who work together toward the common goal of creating customer value, supply-chain management allows companies to respond with the unique product configuration demanded. EX: Order Macbook, Audi Q5 or new refrigerator with my unique features.

What is the dual role of supply chain management?

1. first, as a communicator of customer demand that extends from the point of sale all the way back to the supplier, and 2. second, as a physical flow process that engineers the timely and cost-effective movement of goods through the entire supply pipeline.

What are supply chain managers responsible for?

1. making channel strategy decisions: coordinating the sourcing and procurement of raw materials, scheduling production, processing orders, managing inventory, transporting and storing supplies and finished goods, and coordinating customer-service activities. 2. Supply-chain managers are also responsible for the management of information that flows through the supply chain. Coordinating the relationships between the company and its external partners, such as vendors, carriers, and third-party companies, is also a critical function of supply-chain management. Because

What are "nontraditional channels"?

Arrangements that can help differentiate a firm's product from the competition. Can give a producer serving a niche market a way to gain market access and customer attention without having to establish channel intermediaries; can provide another avenue of sales for larger firms. EXAMPLES: 1. manufacturers may decide to use nontraditional channels such as the internet, mail-order channels, or infomercials to sell products instead of going through traditional retailer channels. 2. London publisher sells short stories through vending machines in the London Underground. Instead of the traditional book format, the stories are printed like folded maps, making them an easy-to-read alternative for commuters.

How does PR differ from Advertising?

Both advertising and PR help build brands and communicate with target audiences. The most basic difference between them is that advertising space is paid while public relations results are earned through providing the media with information in the form of press releases and pitches. Goal of PR is create good will where Advertising is direct sales.

What are marketing intermediaries? Common ones?

Defn: distribution channel is made up of marketing intermediaries, or organizations that assist in moving goods and services from producers to end users and consumers. Marketing intermediaries are in the middle of the distribution process, between the producer and the end user. Common Ones: 1. Agents and brokers: Agents are sales representatives of manufacturers and wholesalers, and brokers are entities that bring buyers and sellers together. Both agents and brokers are usually hired on commission basis by either a buyer or a seller. Agents and brokers are go-betweens whose job is to make deals. They do not own or take possession of goods. 2. Industrial distributors: Industrial distributors are independent wholesalers that buy related product lines from many manufacturers and sell them to industrial users. They often have a sales force to call on purchasing agents, make deliveries, extend credit, and provide information. Industrial distributors are used in such industries as aircraft manufacturing, mining, and petroleum. 3. Wholesalers: Wholesalers are firms that sell finished goods to retailers, manufacturers, and institutions (such as schools and hospitals). Historically, their function has been to buy from manufacturers and sell to retailers. 4. Retailers: Retailers are firms that sell goods to consumers and to industrial users for their own consumption.

What is distribution, logistics, and supply chain?

Distribution is efficiently managing the acquisition of raw materials by the factory and the movement of products from the producer or manufacturer to business-to-business (B2B) users and consumers. It includes many facets, such as location, hours, website presence, logistics, atmospherics, inventory management, supply-chain management, and others. Logistics activities are usually the responsibility of the marketing department and are part of the large series of activities included in the supply chain. Supply chain is the system through which an organization acquires raw material, produces products, and delivers the products and services to its customers.

What are influencers? Influencer marketing?

Influencers might be people who have achieved recognition as an expert in a certain area, or someone who has amassed a large number of followers on platforms such as Facebook, Twitter, or Instagram. Using influencers to reach target market? Ethical questions have arisen. 1. Are influencers just merely touting expertise to get paid and push products by Apple, Google, etc.. 2. Second, some influencers use fake followers to increase the appearance of extended media reach, thus being able to command larger sums of money from various companies for their services. One

Example of strategic channel alliance?

Kiosks on the campuses of Cheney University allow students to register for classes, see their class schedule and grades, check account balances, and even print transcripts. The general public, when it has access to the kiosks, can use them to gather information about the university.

What is distribution channel?

On their way from producers to end users and consumers, products pass through a series of marketing entities known as a distribution channel. Handles both consumer and business goods.

How does public relations fit into the promotional mix?

Public relations is any communication or activity designed to win goodwill or prestige for a company or person. Natural part of marketing mix. Alot of this is "buzz" marketing. Buzz marketing (or viral marketing) is intense word-of-mouth marketing. Word-of-mouth is essentially a linear process with information passing from one individual to another, then to another. A marketer has successfully created a buzz when the interactions are so intense that the information moves in a matrix pattern rather than a linear one and everyone is talking about the topic. Leading-edge firms now feel that they get more bang for their buck using buzz marketing than other forms of promotion.

What is Sales Promotion?

Sales promotion helps make personal selling and advertising more effective; marketing events or sales efforts—not including traditional advertising, personal selling, and public relations—that stimulate buying. Sales promotion can be developed as part of the social media or e-commerce effort just as advertising can, but the methods and tactics are much different. Sales promotion is usually targeted toward either of two distinctly different markets. Consumer sales promotion is targeted to the ultimate consumer market. Trade sales promotion is directed to members of the marketing channel, such as wholesalers and retailers. EXAMPLES: 1. Loyalty marketing programs, such as frequent-buyer cards and frequent-shopper clubs 2. Bonus packs that give loyal consumers an incentive to stock up or premiums offered in return for proof of purchase 3. Sweepstakes, contests, or premiums that create interest in the product 4. Sampling to introduce your product's superior qualities compared to their brand 5. Trade deals that help make the product more readily available than competing products 6. Coupons, cents-off packages, refunds, or trade deals that reduce the price of the brand to match that of the brand that would have been purchased

What factors contribute to the internet's soaring growth in retailing?

The increasing sophistication of search technology and comparison-shopping sites have allowed online businesses to market their products to millions of potential customers cheaply and effectively. Often, these innovations are bringing less-well-known brands and merchants to consumers' attention. Data mining, customization, recommendations.

How does sales promotion differ from advertising?

While advertising presents a reason to buy a product, sales promotion offers a short-term incentive to purchase. Sales promotions often attract brand switchers (those who are not loyal to a specific brand) who are looking primarily for low price and good value.

What is wholesaling?

all the activities involved in selling goods and services to those buying for resale or business use; wholesaleers are channel members. 1. buy finished products from manufacturers and sell them to retailers. Retailers in turn sell the products to consumers. 2. sell products to institutions, such as manufacturers, schools, and hospitals, for use in performing their own missions. A manufacturer, for instance, might buy computer paper from Nationwide Papers, a wholesaler. A hospital might buy its cleaning supplies from Lagasse Brothers, one of the nation's largest wholesalers of janitorial supplies. 3. sell products to manufacturers for use in the manufacturing process. A builder of custom boats, for instance, might buy batteries from a battery wholesaler and switches from an electrical wholesaler. 4. Some wholesalers even sell to other wholesalers, creating yet another stage in the distribution channel.

What is promotion?

attempt by marketers to inform, persuade, or remind consumers and B2B users to influence their opinion or elicit a response.

What is the promotional mix?

combination of traditional advertising, personal selling, sales promotion, public relations, social media, and e-commerce used to promote a product; should be integrated. That is, the message reaching the consumer should be the same regardless of whether it comes from an advertisement, a salesperson in the field, a magazine article, a blog, a Facebook posting, or a coupon in a newspaper insert. 1. Traditional advertising: Any paid form of non personal promotion by an identified sponsor that is delivered through traditional media channels. Personal selling: A face-to-face presentation to a prospective buyer. 2. Sales promotion: Marketing activities (other than personal selling, traditional advertising, public relations, social media, and e-commerce) that stimulate consumer buying, including coupons and samples, displays, shows and exhibitions, demonstrations, and other types of selling efforts. 3. Public relations: The linking of organizational goals with key aspects of the public interest and the development of programs designed to earn public understanding and acceptance. Public relations can include lobbying, publicity, special events, internal publications, and media such as a company's internal television channel. 4. Social media: The use of social media platforms such as Facebook, Twitter, Pinterest, Instagram, and various blogs to generate "buzz" about a product or company. The skills and knowledge needed to generate information as well as to defend the company against problems (such as incriminating videos "going viral") are separate skills from those related to traditional advertising. Even promotional strategies such as paying celebrities to wear a specific line of clothing and posting these images on Twitter or Instagram (a form of advertising) requires different types of planning and expertise than traditional advertising. 5. E-commerce: The use of a company's website to generate sales through online ordering, information, interactive components such as games, and other elements of the website. Website development is mandatory is today's business world. Understanding how to develop and utilize a website to generate sales is imperative for any marketer.

What are objectives of sales promotions?

depend on the general behavior of target consumers, 1. Loyal customers: People who buy your product most or all of the time; Reinforces behavior, increase consumption, change purchase timing; use Loyalty marketing programs, such as frequent-buyer cards and frequent-shopper clubs, Bonus packs that give loyal consumers an incentive to stock up or premiums offered in return for proof of purchase 2. Competitor's customers: People who buy a competitor's product most or all of the time; Break loyalty, persuade to switch to your brand; use Sweepstakes, contests, or premiums that create interest in the product 3. Brand switchers: People who buy a variety of products in the category; Persuade to buy your brand more often; use Sampling to introduce your product's superior qualities compared to their brand 4. Price buyers: People who consistently buy the least expensive brand; Appeal with low prices or supply added value that makes price less important; use Trade deals that help make the product more readily available than competing products, Coupons, cents-off packages, refunds, or trade deals that reduce the price of the brand to match that of the brand that would have been purchased

Goals of sales promotions?

goal of many promotion tactics is immediate purchase. Therefore, it makes sense when planning a sales-promotion campaign to target customers according to their general behavior. For instance, is the consumer loyal to the marketer's product or to the competitor's? Does the consumer switch brands readily in favor of the best deal? Does the consumer buy only the least expensive product, no matter what? Does the consumer buy any products in your category at all?

What is e-commerce?

the development and maintenance of a company's website and the facilitation of commerce on the website, such as the ability for customers to order products online, to get questions answered about products, and for the company to introduce new products and ideas. E-commerce can include special components designed specifically for separate target market segments, such as information boxes or games. Anything associated with an actual company website related to marketing can be considered e-commerce.

What is the goal of supply-chain management?

to create a satisfied customer by coordinating all of the activities of the supply-chain members into a seamless process.

How can brick-and-mortar stores use technology to compete with online giants such as Amazon?

traditional retailers are turning to technology to gain an advantage, outfitting their sales associates with voice headgear so they can look up prices and product information to assist customers; put technology in their stores - create stores that are experiential, digital, smart; Experiment with beacons, face recognition, robot shopping assistants, smart mirrors, smart checkout - payments EXAMPLE: After a slow start, the world's largest retailer, Walmart, has begun moving into e-retailing in a big way. It is now in almost every major category of web-related consumer commerce. It