Marketing plan

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Unit V: Distribution and Promotion

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Table of Contents

Unit Lesson

References

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Glossary

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Unit V: Distribution and Promotion

Place: Marketing Channels It is the main responsibility of marketing managers to ensure that products are available to

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customers when they need and want them. This makes them keen to all consumer changes and movements within their target markets. Place is an important part of the marketing managers’ marketing mix creations. Place consists of time, place, and possession utility. Matching product availability to consumer behavior is a great challenge that, when successful, can add that much more to a product’s success. When unsuccessful, poor product availability can cause a product to fail and also damage the brand. This is especially important in business today because so many are trying to use new information technologies, including internet websites, to reach customers directly. Of course, not every consumer (or business customer) is willing or able to buy products over the internet, but the numbers are increasing, and this approach is prompting many firms to rethink the ways that they can provide greater value to their target markets. Therefore, there are many important strategy decisions a marketing manager must make concerning place.

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Unit V: Distribution and Promotion

Promotions and Integrated Marketing Communications This unit will discuss promotions and integrated marketing communications (IMC); what it means to be consumer-focused versus customer-centric; the merits of personal selling, personal service, and customer satisfaction loyalty; and the value of customer empowerment.

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The Common Language Marketing Dictionary defines IMC as “a cohesive combination of marketing communications activities, techniques, and media designed to deliver a coordinated message to a target market with a powerful or synergistic effect, while achieving a common objective or set of objectives” (Marketing Accountability Standards Board, n.d., para. 1). Developing a good product, pricing it attractively, and making it accessible to target customers while remaining competitive is not enough in today’s marketplace. The many audiences in which companies must communicate are the general public and other interested parties, such as stakeholders (both potential and present). IMC as a part of the company’s marketing mix helps it present unified brand messages across all marketing channels to their target markets. Let’s look at some problems a marketing manager must solve.

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Unit V: Distribution and Promotion

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Although other methods exist, the objective-and-task method of setting the communications budget, which calls upon marketers to develop their budgets by defining specific objectives, is typically most desirable. In choosing the marketing communications mix, marketers must examine the distinct advantages

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and costs of each communication tool and the company’s market rank. They must also consider the type of product market in which they are selling; how ready consumers are to make a purchase; and the product’s stage in the company, brand, and product. Measuring the effectiveness of the marketing communications mix requires asking members of the target audience whether they recognize or recall the communication; how many times they saw it; what points they recall; how they felt about the communication; and what their previous and current attitudes toward the company, brand, and product are.

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Check for Understanding

This term is defined as a cohesive combination of marketing communications activities, techniques, and media designed to deliver a coordinated message to a target market with a powerful or synergistic effect, while achieving a common objective or set of objectives.

Pricing plans

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Pricing plans

Integrated marketing solutions

Integrated marketing communications

Marketing campaigns

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That is correct. IMC as a part of the company’s marketing mix helps it present unified brand messages across all

marketing channels to their target markets.

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That is incorrect. Click the Previous button to try again.

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Unit V: Distribution and Promotion

Different brand associations may be most effectively established by capitalizing on those marketing communication options best suited to eliciting a particular consumer response or establishing a particular type of brand association. Many of the television ads during the Super Bowl, America’s biggest media event, are designed to create curiosity and interest so that consumers go online and engage in social media and word-of-mouth to experience and find more detailed information.

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A 2010 Super Bowl spot for the Snickers candy bar featured the legendary comedian Betty White, and the ad resulted in over 3.5 million visits to the brand’s website after it was aired. Versatility is important in any integrated communication program; when consumers are exposed to a particular marketing communication, some will have already been exposed to other marketing communications for the brand, and some will not have had any prior exposure. Versatility refers to the extent to which a marketing communication option is robust and works for different groups of consumers. The ability of a marketing communication to work at two levels, effectively communicating to consumers who have or have not seen other communications, is critically important. The marketing manager’s goal is to create the most effective and efficient communications program within the budget guidelines presented in the IMC and marketing plan (Bridges et al., 2000).

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Unit V: Distribution and Promotion

Relationship Marketing, Consumer-Focused Versus Customer- Centric, Personal Selling

and Personal Service Increasingly, a key goal of marketing management is to develop deep, enduring relationships

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with people and organizations that directly or indirectly affect the success of the firm’s marketing activities. Relationship marketing aims to build mutually satisfying, long-term relationships with key constituents in order to earn and retain their business. On the next page, you will see an image that explains the four key constituents for relationship marketing, sometimes known as adaptive selling. Marketers must create prosperity among all of these constituents and balance the returns to all key stakeholders. To develop strong relationships with them requires understanding of their needs, goals, and desires (Marketing Accountability Standards Board, n.d.).

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Unit V: Distribution and Promotion

Customer Satisfaction, Loyalty, and Empowerment Consumers are demanding more and more to have more emotional experiences with their brands. They are no longer being allowed to be treated as passive consumers by marketers. Using social media, their voices are amplified and simultaneously time-focused on relating their experiences with the brands they sometimes use, sometimes love, and sometimes hate.

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Marketing managers are now beginning to realize they must share their brands with this newly engaged audience. Consumers are demonstrating that they have a real desire to participate, almost as if they, too, were part-owners of the brands they use. This is new and uncharted territory for marketing managers. Other marketers have begun to advocate a bottom-up grassroots approach to marketing rather than the more traditional top-down approach in which marketers feel they are calling the shots. Burger King has launched attention-getting, edgy campaigns in recent years (e.g., Whopper Freakout, Subservient Chicken, and Wake Up With the King promotions) on consumer- friendly media such as YouTube, Instagram, Twitter, video games, and tablets. Allowing the customer to take charge just makes sense for a brand whose slogan is “Have It Your Way.”

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Unit V: Distribution and Promotion

Even though marketers know that they cannot totally control what their customers are saying on social media about their brands and their brand experiences, they have found that providing their customers with the resources and opportunities to express their passion can turn loyal customers into fans of their brands. This includes business-to-business (B2B) firms too.

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Since much has been made of the newly empowered consumer, the customer is in charge, setting the direction of the brand and playing a much bigger role in how it is marketed. It is still true that only some consumers want to get involved with some of the brands they use and, even then, only some of the time. Successful marketers understand how best to accommodate their consumers’ lives and time spent with their brands compared to all of the other life events and activities that consumes their consumers’ time. Getting this balance right is important to supporting their brand’s growth.

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Unit V: Distribution and Promotion

Customer Reviews and Recommendations

Although the strongest influence on consumer choice remains to be recommendations by friends or relatives, an increasingly important decision factor is consumer recommendations. With increasing mistrust of some companies and their advertising, online customer ratings and reviews are playing an important role for internet retailers, such as Amazon.

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Bloggers who review products or services have become important because they may have thousands of followers; blogs are often among the top links returned in online searches for certain brands or categories. A company’s public relations department may track popular blogs via online services such as Google alerts. Firms also court the favor of key bloggers via free samples, advance information, and special treatment. Most bloggers disclose when they are given free samples by companies. For smaller brands with limited media budgets, online word-of-mouth is critical. To generate pre-launch buzz for one of its new hot cereals, an organic food maker shipped out samples before Its release to several of the 50 vegan, gluten-free, or vegetarian food bloggers that the company tracks. When favorable reviews appeared on these blogs, the company was besieged by emails asking where the cereal could be sold Other prolific websites include Yelp, Tripadvisor, and Google Reviews, where consumers can go for third-party opinions on products and services.

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Unit V: Distribution and Promotion

Negative reviews actually can be surprisingly helpful. A 2007 Forrester study of 10,000 consumers of Amazon’s electronics and home and garden products found that 50% of the customers found negative reviews helpful. Most consumers purchased the products regardless of negative comments because they felt the comments reflected personal tastes and opinions that differed from their own. Because consumers can better learn the advantages and disadvantages of products through negative reviews, fewer product returns may result, saving retailers and producers money (Van der Lans et al., 2010).

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Online retailers often add their own recommendations: “If you like that black purse, you will love this red blouse.” One source estimated that recommendation systems contribute 10% to 30% of an online retailer’s sales. Specialized software tools help online retailers facilitate customer “discovery” or unplanned purchases. When Blockbuster adopted one such system, cancellation rates fell, and subscribers nearly doubled the number of movies on their order lists (Fine, 2007).

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At the same time, online companies need to make sure that their attempts to create relationships with customers do not backfire, such as when customers are bombarded by computer-generated recommendations that consistently miss the mark. Buy a lot of baby gifts on Amazon, and your personalized recommendations suddenly do not look so personal! E-tailers need to recognize the limits of online personalization while they try hard to find technology and processes that really work.

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Unit V: Distribution and Promotion

Summary The main thing to remember about what is important in marketing is that everything is important to marketing. Where customers were once thought of by marketers as passive, nameless, consuming vessels, that has all changed with the ever- growing presence of the

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internet and social media. Marketers need to now be concerned with more than having their products available at the right time and place for their target market customers. Customers, now more than ever, want to have an interactive and sometimes emotional experience with the brand offerings they use or desire. Customers can also, through an integrated social media experience, share their experiences (good and bad) with others outside of the control of the marketer. To the marketer, customer satisfaction and customer loyalty is an essential goal.

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Unit V: Distribution and Promotion

Marketing managers, now more than ever, are seeking ways (e.g., IMC) to communicate uniformly across all marketing channels in order to persuade these powerful, empowered customers, knowing they are appealing to an audience who wields power for or against their brand offering. Marketers also know that their customers’ actions affect their brand, which is beyond the marketers’ control. This means marketing offerings must not only appeal to their target audiences; failure to deliver comes with even more damaging consequences than ever before.

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Focusing on customers as well as placing them in the center of marketing decision-making is increasingly important. In addition to traditional and digital marketing efforts, this is achieved through personal selling efforts and relationship marketing. This approach, through relationship building, can enable savvy marketers the ability to create offerings, directly satisfying customer needs rather than only selling what is on the shelf. This is an exciting, dynamic time for marketers and customers alike. Each are seeing their roles changing, mostly for the best.

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References

Bridges, S., Keller, L. K., & Sood, S. (2000). Communication strategies for brand extensions:

Enhancing perceived fit by establishing explanatory links. Journal of Advertising, 29(4), 111.

Fine, J. (2007, January 7). Ready to get weird, advertisers? Bloomberg Businessweek.

http://www.bloomberg.com/news/articles/2007-01-07/ready-to-get- weird-advertisers

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Marketing Accountability Standards Board. (n.d.). Common language marketing dictionary.

http://www.marketing- dictionary.org/Integrates+marketing+communications

Tuten, T. L. (2020). Principles of marketing for a digital age. SAGE.

https://bookshelf.vitalsource.com/#/books/9781526485359 Van der Lans, R., Van Bruggen, G., Eliasberg, J., & Wierenga, B. (2010). A viral branching model for

predicting the spread of electronic word of mouth. Marketing Science, 29(2), 348366.

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Unit Glossary

Integrated Marketing Communications (IMC) a cohesive combination of marketing communications activities, techniques, and media designed to deliver a coordinated message to a target market with a powerful or synergistic effect, while achieving a common objective or set of objectives Versatility The extent to which a marketing communication option is robust and works for different groups of consumers.

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(Tuten, 2020)

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