8_marketing.ppt

Break-Even Point Place Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet. Distribution Channel (Place) A number of alternate channels of distribution may be available: Selling direct, such as with an outbound sales force or via mail order, Internet and telephone sales Agent, who typically sells direct on behalf of the producer Distributor (also called wholesaler), who sells to retailers Retailer (also called dealer or reseller), who sells to end customers Advertisement typically used for consumption goods Channel Structure No tiers Principal Consumer/ End-user Consumer/ End-user Consumer/ End-user Consumer/ End-user Principal Principal Principal Retailer Retailer Retailer Jobber Wholesaler 1-tier 2-tier 3-tier Wholesaler Promotion Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements - advertising, public relations, word of mouth and point of sale. Integrated Marketing Communication (Promotion) a planning process designed to assure that all brand contacts received by a customer or prospect for a product, service, or organization are relevant to that person and consistent over time Integrated Marketing Communication (Promotion) From media advertising to multiple forms of communication. From mass media to more specialized (niche) media, which are centered around specific target audiences. From a manufacturer-dominated market to a retailer-dominated, consumer-controlled market. From general-focus advertising and marketing to data-based marketing. From low agency accountability to greater agency accountability, particularly in advertising. From traditional compensation to performance-based compensation (increased sales or benefits to the company). From limited Internet access to 24/7 Internet availability and access to goods and services. The M