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• Retailing


  all the activities directly related to the sale of goods and services to the ultimate consumer for personal, nonbusiness use
• Retailers


  businesses that sell directly to final consumers
• Shopper marketing


  focusing the entire marketing process on turning shoppers into buyers as they approach the point of sale, whether during in-store, online or mobile shopping
• Omni-channel retailing


  creating a seamless cross-channel buying experience that inter-grates in-store, online and mobile shopping, creating a single shopping experience
• 4 criteria to distinguish the types of retailers

  1) Assortment/ product lines

  2) Relative prices

  3)Service intensity

  4)Organizational approach
• Major Types of Retail Organizations

  1. Corporate chain

  2. Voluntary chain

  3. Retailer cooperative

  4. Franchise organization
• Retailing Trends and Developments

  tighter consumer spending

  new retailing forms

  the rise of mega-retailers

  growth of direct, online and mobile retailing

  The need for omni-channel retailing

  Growing importance of retail technology

  Green retailing

  Global expansion of major retailers
• Wholesaling


  all activities involved in selling goods and services to those buying for resale of business use
• The value that wholesalers can add in the value delivery network

  Selling and promoting

  Buying and assortment building

  Bulk breaking

  Warehouring

  Transportation

  Financing

  Risk bearing

  market information

  market information

  management service and advice
• 3 big types of wholesalers

  Merchant wholesalers

  Brokers and agents

  Manufacturers and retailers
• 5 major promotion tools

  1. advertising

  2. sales promotion

  3. personal selling

  4. public relations

  5. direct and digital marketing
• Content marketing


  creating, inspiring, and sharing brand messages with and among consumers across a fluid mix of paid, owned, earned, and shared channels
• IMC (Integrated Marketing Communications)


  carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products
• The 9-element involved in communication

  Sender

  Encoding

  Message

  Media

  Receiver

  Response

  Feedback

  Noise
• 5 Steps in developing effective marketing communication

  Identify target audience

  Determine Communication objectives

  Designing the Message

  Choosing Communication Channels and Media

  Selecting Message Source and Collecting Feedback
• Buyer-readiness stages


  1. Awareness

  2. Knowledge

  3. Liking

  4. Preference

  5. Conviction

  6. Purchase
• 3 types of appeals

  rational, emotional, moral
• Channel are not directly controlled by the company

  Word of mouth influence

  Opinion Leaders

  Buzz marketing
• Nonpersonal Communication Channels


  media that carry messages without personal contact or feedback, including major media, atmospheres, and events
• Setting Total Promotion Budget

  1. Affordable budget method

  2. Percentage of sales method

  3. Competitive parity method

  4. Objective and task method
• Shaping the Overall Promotion Mix

  advertising, personal selling, sales promotion, public relations, direct and digital marketing
• Promotion mix instrument


  Advertising

  - Public relations

  - Personal selling

  - Sales promotions

  - Direct and digital marketing

  - Traditional direct marketing forms

  - Online, social media and mobile marketing
• Advertising


  any paid form of nonpersonal presentation and promotion of ideas, goods, or services by and identified sponsor
• 4 important decisions marketing management must make when developing an advertising program:

  - Setting advertising objectives

  - Setting the advertising budget

  - Developing advertising strategy

  - Evaluating advertising effectiveness
• Advertising objective


  a specific communication task to be accomplished with a specific target audience during a specific period of time
• Informative advertising


  used when introducing a new product category to build primary demand
• Persuasive advertising


  important with increased competition to build selective demand
• Comparative advertising


  when company compares its brand with other brands, used in almost every product category
• Reminder advertising


  important with matures products to help maintain customer relationships, keep customers thinking about product or persuade in the short run
• Advertising strategy


  strategy by which company accomplishes its advertising objectives. Before: first created advertising campaign then decide the media to use
• Advertising clutter


  today's consumers can choose what they watch and don't watch, increasingly they choose not to watch ads
• "Madison & Vine"


  term that represents the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching customers with more engaging messages
• Native advertising


  advertising or other brand-produced online content that looks in form and function like the other natural content surrounding it on a web or social media platform
• Message can be presented in various execution styles:

  - Slice of life = shows "typical" people using product in a normal setting

  - Lifestyle = shows how a product fits in with particular lifestyle - Fantasy = creates a fantasy around product or its use

  - Mood or image = builds mood or image around product or use (such as beauty, love, serenity, pride)

  - Musical = shows people or cartoon characters singing about product

  - Personality symbol = creates a character that represents product (ex: Mr. clean)

  - Technical expertise = shows company's expertise in making produc

  - Scientific evidence = presents survey or scientific evidence that the brand is better than others or better liked

  - Testimonial or endorsement = highly believable or likable source endorsing the product
• Major steps in advertising media selection are:

  1) reach

  2) frequency

  3) impact

  4) engagement
• Return on advertising investment

  the net return on advertising investment divided by the costs of the advertising investment
• Communication effects


  indicates whether the ad and media are communicating the ad message well and can be tested before or after the ad runs
• Sales and profit effects

  compare past sales and profits with past expenditures or through experiments
• Role and Impact of PR

  - PR has a strong impact on public awareness at a much lower cost than advertising

  - can be a powerful brand-building tool

  - should work hand in hand with advertising within an integrated marketing communications program to help build brands and customer relationships
• PR uses several tools:


  News

  Speeches

  Special events

  written materials

  Corporate identity materials

  Public service activities

  Buzz marketing

  Social networking

  internet