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Maximizing Sales through Strategic Marketing Campaigns

Learn how to enhance corporate image and boost sales through targeted promotions, advertising media, market info management, and ethical practices. Understand the significance of public relations and data collection techniques in driving business success.

clare-hinton
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Maximizing Sales through Strategic Marketing Campaigns

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  1. 4.01-4.15 By: Group Four Block: 4B

  2. 4.01 • Promotion • Product • Intuitional • Advertisements-paid for • Publicity-Free and improves corporate Image • Sales Promotion-Short term incentives or offerings • Personal Selling- Individualized

  3. 4.02 • Advertising Media • Publications-News papers and Magazines • Broadcast Media- TV’s and Radio • Direct Mail- Email or Letters • Web-Ads on internet • Out-Of-Home Media-Billboards • Transit- on subway or bus

  4. 4.04 A • Sales Promotion • Buy One Get One Free or Money Back Guarantee • Incentives to buy a product • Sweepstakes-total luck • Contest- require skill • Games- require payment

  5. 4.04 B • Public Relations • Improve business image • Watching public comments • Advantages • Credible, widely spread, and low cost • Disadvantages • Might be bumped or not high return

  6. 4.06 Market Info Management • Used for customer wants and habits • Primary-own research • Secondary-Outside sources • Information is necessary for decisions • All aspects of a business • Pricing • Place • Promotion • Product

  7. 4.08 Technology • Uses • Info Gathering • Ads can be customized • Small business can send mass customized messages for cheap • Tracking • Cookies • Gps • Frugging and Sugging

  8. 4.12 • Data Collections • Quantitative • Qualitative • Primary • Secondary

  9. 4.12(cont.) • Ways to collect • Observational • Mail • Telephone • Internet • Discussion Group • Interviews • Scanners

  10. 4.12(cont.) • Important things about surveys • Clear questions • Single focus per question • Neutral questions • Balanced questions • Appropriate • A badly made survey will result in decreased reply rate.

  11. 4.13 Scales Nominal-mutually exclusive answers Ordinal-order or ranking system Continuous-mark appropriate position on a line Itemized- description of each object ranked

  12. 4.13(cont.) Likert-Numerical values Semantic Differential Scale- mark answer on 1 to 7 continuum Stapel Scale- no zero but two ends -5 to 5 Multi-dimensional-used when one attribute is difficult to use

  13. 4.15 Ethics • Embellishment • Changing Position of product • Changing Price Tags • Reciprocal Sales- Two or more parties make an agreement to work with each other • Overpayments (Tax refunds) • Theft (Hotel Towels)

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