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byrd Chap009 pp fixed

byrd Chap009 pp fixed - Advertising “…informs informs...

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Unformatted text preview: Advertising “…informs informs customers of the availability, desirability, and uses of products.” uses * * * * * * * * * 9-1 McGraw­Hill/Irwin Types Of Advertising Product PhotoLink/Getty Images Institutional Royalty-Free/CORBIS * * * * * * * * * 9-2 Developing Advertising Program Budget Media What/How To What/How Say It Agency Expected Results * * * * * * * * * 9-3 Media Selection Newspaper Signage Direct Mail Circulars/Handbills Yellow Pages Radio Television Online PhotoDisc/Getty Images Chad Baker/Getty Images * * * * * * * * * 9-4 Necessary Website Features Helpful Information Easy Returns Broad Selection Fast Delivery Good Service No Sales Tax Easy to Use Inexpensive Shopping Low Price 0% 10% 20% 30% Source: “Dreaming of a Green Christmas”, Newsweek, November 11, 2002, p. E24 40% 50% 60% 70% 80% * * * * * * * * * 9-5 Media Selection Target Market Cost Relative Absolute Availability * * * * * * * * * 9-6 Other Advertising Techniques Merchandising- Point MerchandisingOf Purchase Of Sales Promotion o Customer o Trade o Sales Force Publicity- Free Royalty-Free/CORBIS * * * * * * * * * 9-7 Ethnic Differences Sources Of Sources Information Information Values Of Print Frequency Of Frequency Use/Affordability Use/Affordability Ryan McVay/Getty Images Target Market Media * * * * * * * * * 9-8 Global Marketing: Importing Import & Sell Import Products Products Sell Sell International Products Products Sami Sarkis/Getty Images * * * * * * * * * 9-9 Export Or Not? Product Suitable Satisfy Foreign & Satisfy Domestic Demand Domestic Competitive Competitive Prices/Terms Prices/Terms Devote Time/Skills Nick Koudis/Getty Images * * * * * * * * * 9 - 10 Distribution “…involves the involves effective movement effective of a product from the production line to the final consumer.” consumer.” * * * * * * * * * 9 - 11 Distribution Activities Storing Order Processing Transportation Speed Frequency Dependability Points Served Capability Cost StockTrek/Getty Images * * * * * * * * * 9 - 12 Distribution Channel Considerations 1) Geographical Market & Geographical Consumer Types Consumer 2) Intensive, Selected, Intensive, Exclusive Outlets Exclusive 3) Producer’s Marketing Producer’s Effort Effort 4) Feedback 5) Incentives For Resellers Andre Kudyusov/Getty Images * * * * * * * * * 9 - 13 Distribution Channels: Consumer Goods * * * * * * * * * 9 - 14 Distribution Channels: Industrial * * * * * * * * * 9 - 15 Intermediaries Brokers Agents Wholesalers Retailers Ryan McVay/Getty Ima * * * * * * * * * 9 - 16 Steps in Sales Process * * * * * * * * * 9 - 17 Mental Attributes Of Creative Salesperson Judgment Tact Royalty-Free/CORBIS Positive Attitude * * * * * * * * * 9 - 18 ...
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