Documentos de Académico
Documentos de Profesional
Documentos de Cultura
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Reminding Informing
Persuading
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The strategic integration of multiple means of communicating with target markets to form a comprehensive, consistent message.
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Situation Analysis
Budget Development
Program Development
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Budget Development
Influences on Budgeting:
Size of the company Its financial resources The type of business The market dispersion The industry growth rate The firms position in the marketplace
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Budgeting Methods
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Explicit Communications:
Convey a distinct, clearly stated message through personal selling, advertising, public relations, sales promotion, direct marketing, or some combination of these methods.
Implicit Communications:
What the message connotes about the product itself, its price, or the places it is sold.
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Push Strategy:
Involves convincing intermediary channel members to push the product through the cannel to the ultimate consumer.
Pull Strategy:
Attempts to get consumers to pull the product from the manufacturing company through the marketing channel.
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Combination Strategy:
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Implementation:
Measure the effectiveness of a new personal selling strategy by looking at the number of new accounts opened. A firm might run tests to see it consumers noticed the ad. Review sales results and attribute fluctuations in sales volume to MC.
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Advertising
Public Relations
Sales Promotion
Personal Selling
Direct Marketing
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Some marketing communications may be technically legal but raise significant ethical questions: Liquor industry now advertises on cable and local television stations.
Extensive promotion of higher-cost drugs when health care costs are spiraling out of control.
Heavy promotional allowances to pharmacies for agreement to push proprietary instead of generic drugs. Promotion of legalized gambling.
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Deceptive Advertising:
Examples:
Communicatio ns intended to mislead consumers by making false claims or failing to disclose important information.
False pricing offers Misleading or overstating product benefits Nonsubstantiation of claims made in marketing
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Product endorsers must be qualified to make judgments and must actually use the product being endorsed.
Packaging and labeling practices of food and drug marketers are heavily scrutinized by consumers and regulatory agencies.
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Effects of Globalization
Adjust the communications mix from country to country to avoid legal and ethical problems. Sales promotion techniques that involve contests and giveaways are regulated quite differently in various countries.
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Effects of Globalization
Acceptable personal selling behavior varies significantly across countries and cultures. Special precautions must be taken to not perpetuate unfavorable stereotypes of ethic and racial groups.
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