11.3 Factors Influencing the Promotion Mix, Communication Process, and Message Problems A marketing manager from one company might decide to focus on social media, whereas a marketing manager from another company might decide to focus her company’s efforts on television commercials. Why do companies select different types of media for what may be perceived as similar messages? As Figure 11.5 “Factors That Influence Selection of Promotion Mix” shows, a number of factors… Read More »Factors Influencing the Promotion Mix, Communication Process, and Message Problems

11.2 The Promotion (Communication) Mix Learning Objectives Understand the different components of the promotion (communication) mix and why organizations may consider all components when designing the IMC program. Understand the difference between types of communication that target many people at one time versus types of communication that target individuals. Although the money organizations spend promoting their offerings may go to different media channels, a company still wants to send its… Read More »The Promotion (Communication) Mix

Chapter 11: Integrated Marketing Communications and the Changing Media Landscape 11.1 Integrated Marketing Communications (IMC) 11.2 The Promotion (Communication) Mix 11.3 Factors Influencing the Promotion Mix, Communication Process, and Message Problems 11.4 Advertising and Direct Marketing 11.5 Message Strategies 11.6 The Promotion Budget 11.7 Sales Promotions 11.8 Discussion Questions and Activities   11.1 Integrated Marketing Communications (IMC) Learning Objectives Understand what integrated marketing communications (IMC) are. Understand why organizations may… Read More »Integrated Marketing Communications and the Changing Media Landscape

10.2 Steps in the Marketing Research Process Learning Objective Describe the basic steps in the marketing research process and the purpose of each step. The basic steps used to conduct marketing research are shown in Figure 10.6 “Steps in the Marketing Research Process”. Next, we discuss each step. Figure 10.6 Steps in the Marketing Research Process Step 1: Define the Problem (or Opportunity) There’s a saying in marketing research that a problem… Read More »Steps in the Marketing Research Process

Chapter 10: Gathering and Using Information: Marketing Research and Market Intelligence 10.1 Marketing Information Systems 10.2 Steps in the Marketing Research Process 10.3 Discussion Questions and Activities   10.1 Marketing Information Systems Learning Objectives Describe the components of a marketing information system and each component’s purpose. Explain the situations in which marketing research should be used versus market intelligence. Describe the limitations of market intelligence and its ethical boundaries. Explain… Read More »Gathering and Using Information: Marketing Research and Market Intelligence

9.4 Track and Trace Systems and Reverse Logistics Learning Objectives Understand why being able to trace products is important to organizations and their customers. Explain what reverse logistics is and why firms utilize it. As we have explained, shippers are highly anxious when their products are in transit because the merchandise is valuable and because it is exposed to more risks when it’s traveling across the country than when it’s… Read More »Track and Trace Systems and Reverse Logistics

9.3 Warehousing and Transportation Learning Objectives Understand the role warehouses and distribution centers play in the supply chain. Outline the transportation modes firms have to choose from and the advantages and disadvantages of each. Warehousing At times, the demand and supply for products can be unusually high. At other times, it can be unusually low. That’s why companies generally maintain a certain amount of safety stock, oftentimes in warehouses. As… Read More »Warehousing and Transportation

9.2 Demand Planning and Inventory Control Learning Objectives Explain why demand planning adds value to products. Describe the role inventory control plays when it comes marketing products. List the reasons why firms collaborate with another for the purposes of inventory control and demand planning. Demand Planning Imagine you are a marketing manager who has done everything in your power to help develop and promote a product—and it’s selling well. But… Read More »Demand Planning and Inventory Control

Chapter 9: Using Supply Chains to Create Value for Customers 9.1 Sourcing and Procurement 9.2 Demand Planning and Inventory Control 9.3 Warehousing and Transportation 9.4 Track and Trace Systems and Reverse Logistics 9.5 Discussion Questions and Activities   9.1 Sourcing and Procurement Learning Objectives Explain why sourcing and procurement activities are an important part of supply chain management. Describe the reasons why the use of outsourcing and offshoring has grown.… Read More »Using Supply Chains to Create Value for Customers

8.5 Channel Dynamics Learning Objectives Explain what channel power is and the types of firms that wield it. Describe the types of conflicts that can occur in marketing channels. Describe the ways in which channel members achieve cooperation with one another. Channel Power Strong channel partners often wield what’s called channel power and are referred to as channel leaders, or channel captains. In the past, big manufacturers like Procter & Gamble and Dell were… Read More »Channel Dynamics