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Title:

Main Characters of Business Marketing

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Roles Forms Publicity Public Affair Sales Promotion: Trade Shows Importance Buyer ... Media and or personal sales force Action by consumer responding to decoded ... – PowerPoint PPT presentation

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Title: Main Characters of Business Marketing


1
Main Characters of Business Marketing
  • More complex buying
  • Quantity, structure, concentration
  • Technology and performance driven
  • Importance of coordination
  • Derived demand vs. Joint demand
  • Value

2
Business Promotion-An Integrated Marketing
Communications Perspective
Integrated Marketing Communication Program
Advertising
?
?
?
?
3
IMC Strategic Planning Process
  • 1. Set communication goals.
  • 2. Determine roles for each medium.
  • 3. Create messages.
  • 4. Place messages in appropriate media.
  • 5. Measure results.
  • 6. Make adjustments in messages and/or media.

4
Communication Goals
Action
Desire
Interest
Awareness
5
Business Advertising
  • Roles of Advertising?
  • Creative Plans
  • Media Selection?

6
Public Relations
  • Focus on the relationships and communications
    with individual and groups in order to create
    mutual goodwill.
  • Roles
  • Forms
  • Publicity
  • Public Affair

7
Sales Promotion Trade Shows
  • Importance
  • Buyer depend on trade shows
  • Trade shows create dialogue
  • Trade shows reach new prospects
  • Trade shows strengthen customer relationships
  • Building relationships with trade press

8
Trade Shows (cont.)
  • Show selection
  • Show Marketing Strategy

9
Direct Marketing
  • An interactive form of marketing using one or
    more advertising media to effect a measurable
    response and/or transaction at any location, with
    this activity stored on database.
  • Personal Selling

10
International Marketing Communication Decisions
Source/ Sender
Encoding
Message/ Channel
Decoding
Receiver
Noise
Feedback
Response
Basic Model of Communication
11
International Communication Process
Cultural Context B
Cultural Context A
Message channel
Encoding
Advertising Media and or personal sales force
Message translated into appropriate meaning
Noise
Competitive acti-vities, other sales-people,
confusion and so on
Decoding
Encoded message interpreted into meaning
Feedback
Evaluation of communications process and measure
of action by receiver
Information source
Receiver
Action by consumer responding to decoded message
Markerer with a product
12
Globalized vs. Localized Campaigns
Globalized campaigns Localized
campaigns Pattern campaign
13
Coca-Cola Pattern Advertising
  • Basic approach
  • Specific communication strategy
  • Specific Audience
  • Local adjustments
  • Words and the lyrics are translated
  • Basic adjustments made to the copy
  • Visual adjustments made to the copy

14
International Advertising Campaigns
  • Standardization whenever possible
  • When do you know it is possible and how to do it?
  • Adaptation whenever necessary
  • When do you know it is necessary and how to do it?

15
Cross-Cultural Audience Research
1. Economic conditions (LDC, NIC, HIC) 2.
Demographic characteristics 3. Values
4. Custom and ritual 5. Product use and
preferences
16
Creative Challenges in Global Ads
  • Written and spoken language
  • Quite literal translations
  • Culture-bound picturing
  • Assumptions and inferences
  • Identifying cross-cultural icons

17
Media Challenges in Global Advertising
1. Availability and Coverage
2. Costs and Pricing
18
Regulatory Challenges for Global Ads
  • The types of products that can be advertised
  • The types of appeals that can be used
  • The times that certain products may be promoted
  • Advertising to children
  • The use of foreign languages in advertisements
  • The use of national symbols in advertisements
  • The taxes levied against advertising
    expenditures

19
International Agency Options
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