Capitulo 12, Cravens Resumen Essay

2086 words - 8 pages

Resumen cap�tulo 12

Cap�tulo 12

Estrategias de promoci�n, publicidad y promoci�n de ventas

La estrategia de promoci�n integra las iniciativas de comunicaci�n de la organizaci�n, combinando publicidad, venta personal, promoci�n de ventas, marketing interactivo/Internet, marketing directo y relaciones p�blicas para comunicarse con los compradores y otros agentes que influyen sobre las decisiones de compra.

Estrategia de promoci�n

Consiste en la planificaci�n, implementaci�n y control de las comunicaciones de la organizaci�n con sus consumidores y otras audiencias objetivo.

Composici�n de la estrategia de promoci�n

Publicidad: esta compuesta por cualquier forma de comunicaci�n no personal relativa a una organizaci�n, producto o idea por la que determinado patrocinador paga.

Ventaja: bajo costo por exposici�n, variedad de medios (revistas, diarios, tv, radio, Internet, etc.), control de la exposici�n, contenido del mensaje coherente y dise�o creativo.

Desventaja: interacci�n con el comprador, incapaz de mantener atenci�n en el espectador, mensaje fijo durante la exposici�n.

Venta personal: comunicaci�n verbal entre un vendedor (o un equipo de ventas) y uno o m�s potenciales compradores con el objetivo de hacer o influir en una venta.

Ventaja: interacci�n entre el vendedor y el comprador para responder preguntas y resolver objeciones, se centra en determinados compradores, acumulaci�n de conocimiento de mercado, transmisi�n de las opiniones de los consumidores.

Desventaja: muy costosa

Promoci�n de venta: diversas actividades de promoci�n, incluye ferias comerciales, concursos, muestras, expositores en puntos de venta, incentivos comerciales y cupones. Esta se puede enfocar en clientes, miembros de la cadena de valor y empleados.

Ventajas: dirigirse espec�ficamente a los compradores, responder a ocasiones especiales, crear incentivos para la compra.

Desventaja: costoso

Marketing directo: varios canales de comunicaci�n que permite a la empresa tener un contacto directo con los compradores individuales. Ej., cat�logos, correo directo, tele marketing, venta por tv, radio, revistas, peri�dicos.

Marketing interactivo/Internet: internet, cd-room, quioscos inform�ticos y televisi�n interactiva. Sirve como canal de ventas directo, da informaci�n de los factores que motivan las ventas, tambi�n encuestas en la red, ofrecer informaci�n sobre el producto y ense�a anuncios.

Relaciones p�blicas: comunicaciones colocadas en medios comerciales sin coste alguno para la empresa que recibe la publicidad. Ej., comunicados de prensa, cobertura de los medios en art�culos o noticias. El departamento de relaciones p�blicas busca animar a los principales medios a que incluyan informaci�n emitida por la empresa en las comunicaciones de los medios. La publicidad en los medios puede ser negativa o positiva y no puede ser controlada por las empresas. Tambi�n afecta la imagen corporativa.


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