Principles of marketing: Lecture 32

MGT301
Principles of Marketing
Lecture­32


Summary
of  
Lecture­31



Place….Distribution 
Channel….Marketing Channel


Right
Place

Right
Cost

Right
Product

Right
Time

Right
Condition

Compete on value (not just price.)
Save customers time and energy.
Make shopping fun.



Today’s Topics



Marketing Communications


Simple Marketing System
Communication
Product/Service

Producer/Seller

Money

Feedback

Consumer



Promotion and Its Goals

Informs

Builds Relationships

Persuades

Reminds


Informing
Informing

Persuading
Persuading
Basic
Basic
Promotion
Promotion
Objectives
Objectives

Reminding
Reminding


Why is it so Hard to Get A Consumer’s 
Attention?


Sensory overload (too many stimuli but limited info. 

processing ability)



Lack of consumer interest or motivation to process 
stimuli



Perceptual defense



The Marketing Communications
Mix


Advertising
Advertising

Any
AnyPaid
Paid Form
Form of
ofNonNonpersonal
personalPresentation
Presentationby
byan
an
Identified

Identified Sponsor.
Sponsor.

Personal
Personal Selling
Selling

Personal Presentations by a
Firm’s Sales Force.

Sales Promotion

Short-term Incentives to
Encourage Sales.

Public Relations

Building Good Relations with
Various Publics by Obtaining
Favorable Unpaid Publicity.

Direct Marketing

Direct Communications With
Individuals to Obtain an
Immediate Response.


Integrated Marketing Communications
The concept under which a Company Carefully 

Integrates and Coordinates Its Many 
Communications Channels to Deliver a Clear, 
Consistent, and Compelling Message About the 
Organization and Its Products.




Advertising
Advertising

Packaging
Packaging
Event
Event
Marketing
Marketing

Message

Direct
Direct
Marketing
Marketing
Public
Public
Relations
Relations

Personal

Personal
Selling
Selling
Sales
Sales
Promotion
Promotion


The Communication Process


Source

Feedback

Receiver

Encoding

Message

Noise

Decoding

Channel