Module7: Promote Products and Services
Module7: Promote Products and Services
PROMOTIONAL ACTIVITIES
WHAT IS MARKETING
What is a product-
Anything that can be offered to a marketer
for attention, acquisition, use or consumption
that might satisfy a want or need
What is service-
A type of economic activity that is intangible,
is not stored and does not result in ownership
A COMPREHENSIVE KNOWLEDGE AND
UNDERSTANDING OF INDUSTRY PRODUCTS AND
SERVICES FROM AUTHORITATIVE SOURCES
environmental issues,
equal opportunity,
industrial relations
anti-discrimination
AUTHORITATIVE SOURCES
Industry associations
Authorized suppliers
Industry conferences
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ENVIRONMENTAL ISSUES,
The Government has expressed commitment
to sustainable development and policies built
around the following objectives:
Customer delivery
Faults
Production down-time
PRODUCT AND SERVICE ISSUES MAY
INCLUDE CONTINUES
Market share data-
Market share represents the percentage of an
industry, or market's total sales, that is
earned by a particular company over a
specified time period.
Sales figures-
The value or amount of the total sales of an
industry's or company's products for a
particular period: the
day's/month's/year's sales figures.
PRODUCT AND SERVICE ISSUES MAY
INCLUDE CONTINUES
Production down-time-
While down time is most often associated
with equipment failures (breakdowns), it
actually encompasses any unplanned event
that causes your manufacturing process to
stop.
For example down time can be triggered by
material issues, a shortage of operators, or
unscheduled maintenance.
PROMOTIONAL ACTIVITIES
Product trends
Sales trends
Innovations
Distribution processes
PROMOTIONAL ACTIVITIES
Promotional activities may take a
variety of forms.
Some of these include:
Media announcements
Employee functions
Client functions
Product launches
Advertisements
Web pages
ACTIVITIES CONFORM TO
BUDGET RESOURCES
Most companies tend to use incremental
approaches when they are allocating money for
promotional budgets.
There are other companies that base their decisions
on sales. It is usually recommended that the
objective and task approach be used. You should
start with a zero budget and compel promotional
managers to justify their investment.
Zero –based budgeting is a method of budgeting in
which all expenses must be justified for each new
period.
The process of zero based budgeting starts from
zero and every function within an organization is
analyzed for its need and cost.
IMPACT OF PROMOTIONAL ACTIVITIES IS
ESTIMATED FROM VERIFIABLE CUSTOMER
FEEDBACK SOURCES
Returned goods
Lapsed clients
Service calls
Complaints