University of Washington EMBA Program

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University of Washington EMBA Program

• Marketing Management
• Communications Mix Intro,
• Promoting the Offer
• (Promotions!)
• Instructor Elizabeth Stearns

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The Strategy Development and Implementation
Process
Contention
Project Planning
Differing Perspectives
Consensus
Execution
Program Formulation
Marketing
Strategy Formulation
Finance
Human Resources
RD
Operations
Creativity
Coordination
Sales
3
The Marketing Toolbox
Product
Service
Marketing Mix
Price
Promotion (Communications)
Place (Distribution)
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Marketing Mix




Product Variety


Channels

Qua
lity

Product
Place

Coverage



Design

(Distribution)

Target

Assortments



Features

Market

Locations


Brand Name

Inventory


Packaging

Transport


Sizes


Services

Warranties


Returns


Price


Promotion (Communications)

List Price

Sales Promotion


Discounts

Advertising


Al
lowances

Salesforce


Payment Period

Public Relations


Credit Terms

Direct Marketing



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Designing Offers for Customers
Product
Price Time Effort Risk
Delivery
Services
Sales Relation- ship
Brand Equity
Technical Innovation
Cost
Value
Offer
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Promotion

• Definition
• Promotion is the means by which we communicate
  with, and attempt to influence, the attitudes and
  behavior of the customers that we have targeted

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Environmental Influences
Economic Environment
Competitive Environment
Technological Environment
Social-Cultural Demographic Environment
Regulatory Environment
Product Decisions
Distribution Decisions
Promotion Decisions
Pricing Decisions
Advertising
Personal Selling
Sales Promotion
Public Relations and Sponsorship Marketing
Point-of-Purchase Communications
Direct Marketing Communications
Dryden Press
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Tools

• Advertising
• Any paid for form of non-personal communication
• Direct Response
• Individually targeted and requests a response to
  the advertiser
• Sales Promotion
• Any short term incentive to immediate purchase
  (consumer or trade)
• Publicity/Public Relations
• Any not paid for, commercially significant news
  or comment

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Tools

• Personal Selling
• Any paid-for personal form of communication
• Trade Show
• A physical location where potential customers can
  view the product
• Packaging
• Material used to transport and display of goods
  for sale
• Point of Sale/Purchase
• In-store displays to generate purchase

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Key Issues in Promotion Management

• Multiple Customer Targets
• Push versus Pull
• Promotional Mix Designs
• Interactions and Integration in the Promotional
  and Marketing Mix
• Ethical Issues
• Budgeting

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Push vs. Pull
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The Marketing Communications Decision Process
Structuring the Organization For
Marketing Communication Decisions
Monitoring and Managing the Marketing Environment
Making Brand Level Marketing Communications
Decisions

• General
• Choices
• Targeting
• Objective setting
• Budgeting

• Specific
• Choices
• Mixing Elements
• Creating Messages
• Selecting Media
• Establishing
• Momentum

• Program
• Evaluation
• Measuring
• Result

Enhancing Brand Equity
Harcourt, Inc
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General Choices Triangle
Target
Objective
Budget
Key Question HOW? What is the right mix?
Harcourt, Inc
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Elements in the Communications Process
Source (Encodes Message)
Message
Message Channel
Receiver (Decodes Message)
Noise
Feedback
Harcourt, Inc
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Hierarchical Processes

• Think
• Feel
• Do
• Advocacy

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Alternative Hierarchical Processes
Do (Click Through) Think Feel No Involvement
Think Feel Do Advocacy Persuasive Hierarchy
Think Do Feel Low Involvement
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Alternative Hierarchical Processes
Awareness Visits BEquity Internet Model? (Low
switching costs between sites means lots of trial
before Branding impact)
Think Feel Do Persuasive Hierarchy
Think Do Feel Low Involvement Product
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Marketing Plan Review
Analysis of promotional program situation
Analysis of the communication process
Budget Determination
Develop integrated marketing communications
program
Advertising
Direct Marketing
Sales Promotion
PR/ Publicity
Personal Selling

• Create Awareness
• Develop Attitudes
• Change Attitudes
• Inform
• Persuade

• Generate a Sale
• Generate a Lead
• Qualify a Lead
• Enhance a db
• Relationship
• Building

• Create Excitement
• Stimulate demand/sales(short term)
• Support sales force/trade/customer
• (selling and buying)

• Influence purchase needs
• Educate consumers
• Provide Product usage/marketing assistance/
• After sale service and support

• Fostering Goodwill between co. and publics
• Brand Awareness
• Build Attitudes
• Encourage purchase behavior

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Thank You!