Marketing (Fach) / communication (Lektion)
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Heft 5
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- communication overview communication vs promotion information + persuasion = buy product! communication > promotion communication = exchange of meaning between/among parties communicate with customers provide information they need to make purchase ...
- integrated marketing communication (IMC) 5 elements ... coordination of advertising sales promotion personal selling PR sponsorship to reach consumers with a powerful unified effect they have an effect on each other - synergy!
- how works advertising? theory (2) no single theory 2 limited theories below may work in a cold sales call but not in complex real-life situation they don't consider brand history (customer experience and thoughts) AIDA-model conversion ...
- opinion leadership one and two-step communication one step communication: marketers customer1 customer2 customer 3 two-step ...
- buyer initiative buyer initiative = reversed marketing!!!past: mostly seller initiative80 / 20 relationship:buying and consuming productspost-purchase relationship present:higher degree of buyer initiative20 / 80
- key attributes of effective communication (4) other ... key attributes: senderneeds a clear purpose of message, audience, and audience reaction messageclearnoise of rival manufacturers channelfit of medium and message receiver other factors: language differencesdon't ...
- the promotional mix (6) pros and cons 1. advertising non-personal communicationtelevision, newspaper, magazines, billboards, radio, cinema, etc. 2 basic aspects: message and medium (what and how?) PRO:creating awarenessreach a wide audiencerepetition ...
- advertising overview characteristics global vs multi-domestic ... characteristics: reach masses low cost per exposureeg Microsoft (Super Bowl) most visible one-way methodgood for mass customers who buy small volumenot good for B2B most affected by culture global advertising ...
- overall framework - develop an advertising strategy ... 1. marketing strategy clear definition of marketing strategy (competitive position, target market, products competitive advantage) advertising strategy has to be consistent! 2. understand and identify ...
- developing advertisement strategy media decision GRP ... mass or target approach? fit: local advertising objectives, media attributes, target market characteristics reach = total number of peoplenew markets, new products frequency = average number of times ...
- developing advertisement strategy media decision different ... television expensive but commonly used build atmosphere, tell a story problem: watching people often don't pay attention loosing importance but still largest advertising medium radio lower cost mostly ...
- developing advertisement strategy pros agency agency ... Pros agency use: instant access to copywriters, translators, photographers, film makers, package desingers, media planners skilled and experienced in international field only largest big business can ...
- standardization or adaptation - global advertisement ... 4 conditions for successful global advertisement IMAGEthe image communicated can be identical across countries SYMBOLthe symbol used carry the same meaning across countries DESIRED FEATURESthe product ...
- consolidation of advertising agencies smaller agencies lost accounts and consolidated lager global firms but: local agencies are often preferablebig ones tend to neglect small accounts new movement: reversal on the trend to multiple delegations ...
- sales promotion pattern 5 key reasons to use it short-term effort seeks active response specific objectives:consumer-product trial, immediate purchase, consumer introduction to the store, gaining retail point-of-purchase displays, encouraging stores ...
- different types of sales promotion (3: 3/3/2) 1. price-based promotion discount pricing and salesvery costly - only effective if additional sales compensate costsproblem: will customers like to return to normal price? money-off couponsvia direct ...
- sales promotion pattern 5 key reasons to use it short-term effort seeks active response specific objectives:consumer-product trial, immediate purchase, consumer introduction to the store, gaining retail point-of-purchase displays, encouraging stores ...
- sales promotion limitations measurement Limitations: promotions don't compensate fundamental weaknesses overuse = counterproductive integrate to marketing mix!! don't hurt the strategy measuring: pre-testing group discussions (potential ...
- Public Relations (PR) sponsorship celebrity endorsement ... PR good relation with press and media message to the public good cover stories damage control to all stakeholders! PR-firms are highly successiveconsultation = build international profile sponsorship ...
- PR - selection of an event, programme or celebrity ... assess the following: Cost and budgetcost of initial sponsorship outlaybudget needed for supporting marketing or PR time and resourcenumber of staff and resources required durationlong-term availability? ...
- Internet advertising / promotion overview general stuff global channel but perceived locality combines branding and direct marketing (traditionally split) interactivity - feedback loop each click is a choice!tv is passive persues pull strategy ...
- Effective online advertising strategy 5 W's right add --- right person --- right time WHO to advertise segments1. type of product2. target segment first-time visitor, info-seeker, registered user individualize apps identify by clickstream ...
- online performance tracing (metrics) most common 4 the internet does not yet have good/tested measures most common: clickthroughsnumber of times users click on advertisement cost per clickcost to generate one clickthrough cost per action/leas (CPA/L)cost ...
- Building buyer loyalty 5 stages international buyers attractto visit the websitecreate awareness of the site - use banner ads and links to other sites engagethe visitor's attentionmake it an interaction - don't be boring retainvisitors ...
- Web as customer acquisition tool loose attracted customers ... 5 stages to lose customers: abandoned at homepagepure-player, poor design, poor features, slow download, confusing navigation abandoned mid-product searchcan't find what they're looking forVictoria Secret: ...
- viral marketing cost-effective visitor 1 -> visitor 2 and so forth eg flower companysend a free virtual bouquet to a friend - 2 emails! coined by Steve Jurvetson 1997 - Hotmail marketing new invention of the "word ...
- m-marketing 8 ADVANTAGES = mobile marketing (mobile business, mobile commerce) telecommunication & internet modes: apps, email, SMS power of speed and geographic freedom enormous potential information needs: small packages ...
- direct marketing overview important for promotion and sales traditionally - only gathering customer information new: entire model for business Amazon, Google, Facebook following topics email marketing mobile Telephone Marketing ...
- email marketing checklist for launching successful ... most cost-effective segment & target! Checklist: solid planningclear an measurable objectives - plan as if it was a space shuttle launch excellent contentstandards are higher with email - make value ...
- Mobile telephone marketing advantages for buyers ... SMS ads mobile campaigns can outperform other response media channels (direct marketing and email) advantages for buyers: convenient, easy, private any time immediate access immediate interactive advantages ...
- personal selling - overview structuring and managing ... least global - varies greatly more control? → own sales force (very costly) structuring and managing a sales force: designing the sales force recruiting marketing and sales personnel selecting sales ...
- designing the sales force (2: 1/3) 2 critival decisions: 1. size workload approach people required = total annual required calls / average calls per sales person 2. organization of the sales force territorial sales force structure1 ...
- recruiting marketing and sales personnel 3 categories ... high-caliber sales personal vs regular sales personnelhigh performance gap! 3 source categories: Expatriates: person sent out from home base (HQ) greater control knowledge about product etc. high service ...
- selecting sales and marketing personnel 5 requirements ... define precisely what is expected for each country! international personnel: emotional stabilitydissimilar culture - don't be hypersensitive breadth of knowledgeon and off the job, speak several languages ...
- training for international marketing very important effective long-term sellers need training! expatriates ≠ locals internet top source - on screen scenarios train the trainers!!!
- motivating the sales personnel based on deep understanding of the salespeopleindividuals, personalities, value systems Motivation =deprivation (needs) wich set drives in motion to accomplish goals implications to motivate salespeople: ...
- designing compensation systems (sales force) 3 designs ... 1. straight salary simplest system common in industrial selling where the sale is not expected to be closed no direct selling no incentives 2. straight commission no salary only commission problems: ...
- evaluating and controlling sales representatives differences between cultures (individual - collaborative) US: - salesindividual performance (closed sales) southern Europe/Asia: - opinionsteamwork-more difficult- customers teamwork- peers- supervisors ...
- push and pull strategies two basic strategies of promotion consider product type and PLC push strategy: "push" product through distribution channeö nokia mobile phones: retailers set incentives to buy more in B2B pull strategy: ...
- MCCM overview definition different channels (3) why ... Multi-channel customer management(combining communication and distribution) definition =MCCM is the use of more than one channel or medium to manage customers in a way that is consistent and coordinated ...
- drivers of multi-channel customer management (7) customer demand24/7 high speed access&choicestrong preferences for specific channelsonline - inform, in-store - buy strategic competitive advantage and differentiationreally sustainableproducts and price ...
- Benefits and problems with MCCM pros for company and ... Pros for company: increase value for customers increased convenience and experience - smaller churn rates, motivation to buy more + efficiency (sharing process) + flexibility + efficiency dealing with ...
- managing multi-channel customer management (5) 1. determining channel functionality different channels for different customers what to offer where? one channel that includes all (eg store) identify customer usage and preferences 2. consistency ...
- 5 stages to formulate multi-channel strategy analyze the industry structure, use market mapping and intermediation analysis define channel chains - describe how they combine to serve customer throughout their lifetime; consider both current and ...
- CUSTOMER INTERACTION CENTRE (CIC) convert call center intoCUSTOMER INTERACTION CENTRE (CIC) first line of communication "hub-like" all customers touchpoint departments can connect to it data portfolio of every customer