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IBMMK108R1
E- lecture Marketing
Promotion
Lecture made by :Esmae Ajlane 0804160Jessie Lei 0814971Yuki Deng 0814957Sanne Huisman 0812504
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7-2Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
Principles of Marketing
Welcome to this E- lecture. With this E- lecture we wantto prepare you as a student for you exam.
Contents of this e- lecture:Study material and a mulitiple choice quiz.
We hope you enjoy! Good luck.
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Principles of Marketing
Learning objectives:
• Understanding (the importance of) marketing for an organisation and its environment;
• Understanding why promotion segment occupies functional and psychological roles in marketing;
• Explaining how the promotion segment influence the communication among all parts in market;
•Explaining how manufactures, retailers stimulate consumption of costumers via promotion;
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7-4Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
Lecture about• Market identification and market mix
• Promotion in overall
• Integrated marketing communication
• Sales promotion
-Advertising
-Personal selling
-Public relations
• Sales management
• Direct marketing
• Sponsorship
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7-5Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
• Do Quiz after the lecture in class
• Overview and conclude the contents to help students understanding what they gain in lecture
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Lecture starts
Marketing Promotion
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7-7Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
Definition of marketing
Marketing is the management process responsible for identifying,
anticipating, and satisfying customer requirements profitably
Marketing is the process of planning and executing the conception, pricing,
promotion, and distribution of ideas, goods, and services to create
exchange and satisfy individual and organisational objectives
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7-8Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
Wider Definition of Marketing
Marketing is to establish, maintain, and enhance relationships with
customers and other partners, at a profit, so that the parties involved are
met. This is achieved by mutual exchange and fulfillment of promises.
(Grönroos, 1997)
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7-9Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
The Marketing Mix: Product and Promotion
Product
• Development
• Management
• Features/benefits
• Branding
• Packaging
• After-sales service
Promotion
• Communication mix
• Advertising
• Sales promotion
• Sales
• Public relations
• Direct marketing
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7-10Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
The Marketing Mix: Price and Place
Price
• Costs
• Profitability
• Value for money
• Competitiveness
• Incentives
Place
• Access to market
• Channel structure
• Channel management
• Retailer image
• Logistics
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7-11Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
Additional Ps
• People
• Processes
• Physical evidence
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7-12Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
Promotion
Consumer goods
Non-profit marketing
Industrial goods
Service goodsSmall business
marketing
Internationalmarketing
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7-13Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
Integrated marketing communication
• Five elements of the promotional mix.
- Advertising
- Personal selling
- Public relations
- Direct marketing
- Sales promotion
{Advertising,personal selling, public relations}
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7-14Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
Advertising
• a 'paid for' communication
• Contents
Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.
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7-15Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
Personal Selling
• Personal selling is an effective way to manage personal customer relationships
• Contents
Telemarketing (face-to-face or via telephone)
Sales presentations
Sales meetings
Sales training
Samples
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7-16Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
Public relation
• Contents
Newspaper and magazine articles/reports
TVs and radio presentations
charitable contributions
speeches
issue advertising
seminars
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7-17Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
Media selection
• Target audience
• Campaign objective
• Timing
• Geographic focus
• Budget
• Competitive environment
Factors influencing;
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7-18Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
Direct marketing
• Attempts to send its messages directly to consumers, without the use of intervening media.
• Commercial Communications - E-mail
- Telemarketing
- Direct mail
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7-19Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
Product Defined
Product is a physical good, service, idea, person, or place that is capable of
offering tangible and intangible attributes that individuals or organisations regard
as so necessary, worthwhile or satisfying that they are prepared to exchange
money, patronage or some other unit of value to acquire it.
http://www.nytimes.com/packages/html/business/20070829_MATTEL_FEATURE/index.html
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7-20Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
Anatomy of the product• Dealer• Promotion• Maintenance• Financing• Insurance• Environment
• Accessories •Technology• User friendliness
• Image• Design• Future design• Technological Development
• Transportation• Safety• Pride / show-off• Freedom• Distinction•Technology
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7-21Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
Branding
Branding seeks to create and communicate a three-dimensional character for a product that is not
easily copied or damaged by competitors’ efforts.
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7-22Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
Brand Defined
A brand consists of any name, design, style, words, or symbols,
singly or in combination, that distinguish one product from another
in the eyes of the customer.
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7-23Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
Trademarks are among the most economically efficient promotion tools.
• Trademarks can work effectively across borders, cultures, and languages.– Famous marks can be recognized as brands
even when the native population speaks a different language and reads a different alphabet.
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7-24Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
The world’s top twenty most well-known brands 2001
1 Mc Donald's 11 IBM
2 Coca Cola 12 Nike
3 Disney 13 Johnson & Johnson
4 Kodak 14 Visa
5 Sony 15 Nescafe
6 Gillette 16 Kellogg's
7 Mercedes Benz 17 Pepsi Cola
8 Levis 18 Apple Computer
9 Microsoft 19 BMW
10 Marlboro 20 American Express
(source: Interbrand study, 2001).
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7-25Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
The Benefits of Branding
Branding
The consumer
The retailer
The manufacturer
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7-26Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
Benefits of Branding for the Consumer
• Easier product identification
• Communicates features and benefits
• Helps product evaluation
• Establishes product’s position
• Reduces risk
• Creates interest
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7-27Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
Benefits of Branding for the Retailer
• Helps create loyalty
• Defends against competition
• Creates differential advantage
• Allows premium pricing
• Helps targeting/ positioning
• Increases power over manufacturer
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Lecture time over
Let’s go to next slide and do Quiz
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7-29Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
Time For the Quiz !!
• Go to
• http://www.thesistools.com/?qid=84877&ln=engMake the 15 questions and write all your answers down. You can check your answers afterwards.
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7-30Brassington & Pettitt, Principles of Marketing 4e, © Pearson Education 2006
Extra exercise Crosstest about marketing!
• http://www.learnmarketing.net/crosstest.htm