MKTG1000 Chapter Notes - Chapter 15: Google Glass, Nonprofit Organization, Promotional Mix
MKTG10 Principles of Marketing
Chapter 15
Main Topics
• Role of Promotion
- Prootioal strateg is the pla for usig the eleets of produtio to eet the firs oerall
objectives and marketing goals
- Based on these objectives, the elements of the promotional strategy become a coordinated
promotion plan
- The promotion plan then becomes an integral part of the total marketing strategy for reaching the
target market along with the product, distribution and price
- Promotional strategies have changed a great deal over the years as many target customer
segments have become harder and harder to reach
- Forcing marketers to think more creatively, most modern campaigns utilise a variety of new tactics
– digital paid media, social media and influencer marketing
• Competitive Advantage
- Is the set of unique features of a company and its products that are perceived by the target
market as significant and superior to those of the competition
- Such features can include high product quality, rapid delivery, low prices, excellent service, or a
feature not offered by the competition
• The Communication Process
- Marketers are both senders and receivers of messages;
▪ As senders, marketers attempt to inform, persuade, and remind the target market to take
actions compatible with the need to promote the purchase of goods and services
▪ As receivers, marketers listen to the target market in order to develop the appropriate
messages, adapt existing messages, and spot new communication opportunities
- The communication process has several steps
- When an individual or organisation has a message, it wishes to convey to a target audience, it
encodes that message using language and symbols familiar to the intended receiver and sends the
message through a channel of communication
- Noise in the trasissio hael distorts the soures iteded essage
- ‘eeptio ours if the essage falls ithi the reeiers frae of referee
- The receiver decodes the message and usually provides feedback to the source
- Normally, feedback is direct for interpersonal communication and indirect for mass
communication
- The internet and social media have had an impact on the communication model in two major
ways:
▪ Consumers are now able to become senders
▪ Marketers can personalise the feedback channel by initiating direct conversations with
customers
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• Goals of Promotion
- The fundamental goals of promotion are to induce, modify, or reinforce behaviour by informing,
persuading and connecting
- Seeks to modify behaviour and thoughts in some way
- Promotors may try to persuade
- Promotion strive to reinforce existing behaviour
- The source (the seller) hopes to project favourable image or to motivate purchase of the
opas goods ad series
- Promotion can perform these tasks:
1. Inform the target audience
2. Persuade the target audience
3. Remind the target audience
4. Connect with the audience – the ability to connect to consumers is one task that can be
facilitated through social media
- Informing
▪ Iforatie prootio eplais a goods or series purpose ad eefits
▪ Promotion that informs the consumer is typically used to increase demand for general
product category or to introduce a new good or service
▪ Seeks to convert an existing need into a want or to stimulate interest in a new product
▪ More prevalent during the early stages of the product life cycle
▪ People typically will not buy a product or service or support a non-profit organisation
until they know its purpose and its benefits to them
▪ Informative messages are important for promoting complex and technical products such
as automobiles, computers and investment services
▪ Iforatie prootio is also iportat for a e rad eig itrodued ito a old
product class
▪ New products cannot establish themselves against more mature products unless
potential buyers are aware of them, value their benefits, and understand their positioning
in the marketplace
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Pro(cid:373)otio(cid:374)al strateg(cid:455) is the pla(cid:374) for usi(cid:374)g the ele(cid:373)e(cid:374)ts of produ(cid:272)tio(cid:374) to (cid:373)eet the fir(cid:373)(cid:859)s o(cid:448)erall objectives and marketing goals. Based on these objectives, the elements of the promotional strategy become a coordinated promotion plan. The promotion plan then becomes an integral part of the total marketing strategy for reaching the target market along with the product, distribution and price. Promotional strategies have changed a great deal over the years as many target customer segments have become harder and harder to reach. Forcing marketers to think more creatively, most modern campaigns utilise a variety of new tactics. Digital paid media, social media and influencer marketing. Is the set of unique features of a company and its products that are perceived by the target market as significant and superior to those of the competition. Such features can include high product quality, rapid delivery, low prices, excellent service, or a feature not offered by the competition.
