Time Lead Time the lag from ordering an item until it is received and ready for

Time lead time the lag from ordering an item until it

  • Rutgers University
  • MARKETING 301
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Time (Lead Time) – the lag from ordering an item until it is received and ready for use/sale Dependability – the consistency of replenishment
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Communication – a two-way link b/n buyer and seller that helps in monitoring service and anticipating future needs Chapter 18: IMC and Direct Marketing Six Elements of Communication Process: source, message, channel of comm, receiver, encoding, and decoding Five elements of promotional mix o Advertising – efficient for reaching large numbers of people, but has high costs o Personal Selling – immediate feedback and very persuasive, but very expensive o Public Relations – most credible source for consumers, but hard to get media cooperation o Sales Promotion – flexible and effective in short run, but abused, duplicated, and can lead to promotional wars o Direct Marketing – prepared quickly and strengthens buyer/seller relationship, but expensive and has declining customer response Promotional Mix Thru Product Life Cycle o Intro: to inform (advertising, sales promotion) o Growth: to persuade (personal selling) o Maturity: to remind (direct mail, sales promo in forms of discounts/coupons/events) o Decline: to phase out (little money spent on promo) Promotion Decision Process o Planning (Developing the promo program): identify target audience, set objectives/budgets, design/schedule prom o Implementation (Executing the promo program): pretest and carry out promo o Evaluation (Assessing the promo program): posttest the promo and make changes Chapter 19: Advertising, Sales Promotion and Public Relations Advocacy Ads – state position of company on an issue Pioneering Institutional Ads – announcements a/b what a company is, what it can do, or where it’s located Competitive Institutional Ads – promote advantages of a product class over another; used in markets where different classes compete for same buyers Reminder Institutional Ads – bring company’s name to consumer’s attention again Developing the advertising program: Identify Target Audience, Specify Advertising Objectives, Set Advertising Budget, Design Ad Media Alternatives: o TV (large audiences, sight/sound/motion; high cost for short ads) o Radio (low cost, sound/humor; no visual element, short exposure) o Magazines (long life; high cost, takes time to place ad) o Newspaper (cheap, saved, flexible; short life, compete for attention) o Yellow Pgs (24/7; hard to keep up-to-date) o Internet (video/audio, interactive; effectiveness uncertain, large files/time for load) o Outdoor (cheap; message must be short and simple) o Direct Mail (complex/personal info; poor image [junk mail], expensive) Post-testing the Advertising o Aided Recall – determines how consumer was exposed (reading, viewing, listening) o Unaided Recall – “What ads do you remember seeing?”
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o Attitude Tests – after ad campaign, consumers’ attitudes (and changes) are measured o Inquiry Tests – additional info/samples/premiums are offered o
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  • Spring '08
  • YENIYURT
  • Marketing, producer, products/brands

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