Unit 4 Marketing Management

Unit 4
MBA/BBA/B.com /M.Com/UGC Net
By
Dr. Anand Vyas
Place Decision: Meaning, Purpose,
• Place. Place (or placement) decisions are those associated with
channels of distribution that serve as the means for getting the
product to the target customers. The distribution system
performs transactional, logistical, and facilitating functions.
• Place considerations involve decisions that affect how you will
get the product where it belongs, how you will manage
inventory, how warehouse operations will be carried out and if
distribution centers will be established. When you consider
place, you also must consider where you perceive the product
will sell best.
Channel alternatives
• Company Sales force:- Expend the company's
direct sales force.
• Manufacture's Agency:- Hire agencies in different
regions sell the equipment.
• Industrial Distributors:- Find distributors in the
different regions who will buy and carry device.
Factors affecting channel choice
• Unit Value of the Product: ...
• Standardised or Customised Product: ...
• Perishability: ...
• Technical Nature: ...
• Number of Buyers: ...
• Types of Buyers: ...
• Buying Habits: ...
• Buying Quantity:
Channel design
• Channel design is the strategic process that
commercial organizations use to balance
resources across direct and indirect channels or
routes to market. Direct channels typically
include field sellers and e-commerce platforms,
while indirect channels can include a mix of
partners, distributors and marketplaces.
•
Channel management decisions
Channel conflict
• Channel conflict occurs when manufacturers
disintermediate their channel partners, such
as distributors, retailers, dealers, and sales
representatives, by selling their products
directly to consumers through general
marketing methods and/or over the Internet.
Retailing & Types of Retailers
Retailing is defined as a set
of activities or steps used
to sell a product or a
service to consumers for
their personal or family
use. It is responsible for
matching individual
demands of the consumer
with supplies of all the
manufacturers.
Advertising: Advertising Objectives,
Advertising Budget, Advertising Copy
• Advertising is a means of communication
with the users of a product or service.
• Advertising copy is text that seeks to convince
the reader to perform a certain action. The
clearest example is the text that seeks to
encourage the reader to buy, but the action
can also be to join a cause, fill in a form, etc.
AIDA model
• The AIDA Model, which
stands for Attention,
Interest, Desire, and Action
model, is an advertising
effect model that identifies
the stages that an
individual goes through
during the process of
purchasing a product. It
includes material cost,
direct or service.
Public Relation: Meaning, Objectives
• Public relations (PR) refers to managing how
others see and feel about a person, brand, or
company. PR for corporations, notably publicly
traded companies, focuses on maintaining a
positive corporate image while handling media
requests and shareholder inquiries.
• These 3 objectives include building relationships,
raising awareness, and ultimately growing sales
as a result.
Public Relation: Types
• Strategic communications. Every action that is
undertaken by a PR professional should fall under
strategic communication.
• Media relations.
• Community relations. .
• Internal communications.
• Crisis communications.
• Public Affairs.
• Online and social media communications.
Functions of Public Relations
• Media Representation. Representing a company
or individual to the media is one of the more
well-known functions of public relations.
• Crisis Communication.
• Content Development.
• Stakeholder Relations.
• Social Media Management.
Sales Promotion: Sales Promotion Mix
• The primary elements in the promotional mix
are advertising, personal selling, direct
marketing and publicity/public relations.
Sales promotion uses both media and non-
media marketing communications for a pre-
determined, limited time to increase
consumer demand, stimulate market demand
or improve product availability.
Kinds of promotion
• There are five (sometimes six) main aspects of
a promotional mix: Advertising, Personal
selling, Sales promotion, Public relations, and
Direct marketing.
Tools and Techniques of sales
promotion
In general, some of the commonly used consumer-
oriented promotion tools are as follows:
• Free samples:
• Coupons:
• Exchange scheme:
• Discounts:
• Premium offers:
• Personality promotions:
• Installment sales:
Push-pull strategies of promotion
• A push promotional strategy involves taking
the product directly to the customer via
whatever means, ensuring the customer is
aware of your brand at the point of purchase.
A pull strategy involves motivating customers
to seek out your brand in an active process.
•
Personal Selling: Concept, Features,
Functions
• Personal selling is also known as face-to-face selling in
which one person who is the salesman tries to convince
the customer in buying a product. It is a promotional
method by which the salesperson uses his or her skills and
abilities in an attempt to make a sale.
• The function of personal selling is to render services to
customers, such as to introduce the product or products,
explain the right use of the product by means of
demonstrations, convince the customers about the quality
of the product, remove doubts of the customers,
Steps/process involved in Personal
Selling
Direct Marketing: Meaning, Features
• The features of direct marketing are: no
middlemen, customer oriented, various
forms, direct distribution channel and direct
contact between producer and
customers etc.
•
Growth and benefits of direct
marketing
• Help You Build Relationships With New
Customers.
• Test The Appeal of Your Product Or Service.
• Tell You Which Marketing Approaches Reach Your
Target Market.
• Provide Customers With Compelling Content
They Can Share With Potential Customers.
• Increase Sales.
Different Forms Of Direct Marketing
•Direct mail. Direct mail is posted mail that advertises
your business and its products and services. ...
•Telemarketing. ...
•Email marketing. ...
•Text (SMS) marketing. ...
•Leaflet marketing using letterbox drops and handouts. ...
•Social media marketing. ...
•Direct selling

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Unit 4

MBA/BBA/B.com /M.Com/UGC Net

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