981 Chap11 Biz Sales And Distribution And Crm (Final)

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Lecture 11 Sales, Distribution, and Customer Relationship Management and Satisfying Customers

Chapter 11 Sales, Distribution, and Customer Relationship Management and Satisfying Customers ,[object Object],[object Object],[object Object],[object Object],[object Object]

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Part V: Promotion and Distribution Decisions Part IV of this text examined how the product and price elements of the marketing mix combined to provide an offering of value to a specific target market. Part V investigates the two remaining elements of the marketing mix in detail: promotions and place. Specifi- cally, Chapter 11 explains how the value that is inherent in the good or service offered by an organization is communicated to prospective purchasers. This requires creating customer awareness for the specific brand and conveying images and information that support the intended positioning strategy. Chapter 12 looks at the two central components of the place element within the marketing mix: channel and distribution decisions. Moving goods and services from where they are created to where they are demanded is the critical function met through the place-related decisions made by marketing managers. Contents: Chapter 11: Promotions: Integrated Marketing Communication Chapter 12: Marketing Channels and Distribution Decisions fin80083_11_c11_287-328.indd 1 7/31/12 3:36 PM fin80083_11_c11_287-328.indd 2 7/31/12 3:36 PM Learning Outcomes By the end of this chapter, you should: • Be able to identify the elements of the promotions mix and their basic characteristics. • Know the essential objectives of marketing communications. • Be able to compare and contrast the hierarchy-of-effects model and its implications to the Elabora- tion Likelihood Model. • Be able to identify the major steps in the development of effective communications programs. • Know the four general classifications of sales functions and be able to describe the sales process. • Understand how the effectiveness and efficiency of the sales effort can be improved through sales training and appropriate compensation of the sales force. 11 Promotions: Integrated Marketing Communication Hemera/Thinkstock fin80083_11_c11_287-328.indd 3 7/31/12 3:37 PM 290 CHAPTER 11Introduction Introduction Promotions serve a critical function within the marketing process. Their value rests in their ability to inform a selected audience of the benefits of buying one uniquely positioned brand from among the array of competitive offerings available. Conse- quently, the primary objective of marketing communications is to persuade prospective buyers by shaping their attitudes toward the brand. As we explored in Chapter 5, attitude change can be accomplished by the provision of brand-specific information and images. The path of progress in changing attitudes is mediated by the individual’s level of involve- ment or interest in the product being marketed. This chapter focuses primarily on the role of promotions in the process of persuasion. The beginning sections of this chapter introduce the elements of the promotions mix and their characteristics. This is followed by an examination of the three fundamental goals of marketing communications .

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