Week 5

1. The role of place online has led to new ideas of distribution online. Discuss.

Place online is that products are directly sales to consumers rather than via a traditional retailer.
Nowadays online distribution is more and more important and popular due to low cost and convenience delivery, so many big companies had developed online distribution.
But people are trust physical shops more because they can touch and feel products' quality, so the online distribution request the companies have good relationship with customers and good public image.


2. 10 types of Promotion


• Advertising -Interactive ads, pay per click keyword advertising, in game ads, is everyone in showbiz? Use attractive post, pictures or words to attract consumers to buy products or services.
• Selling –Virtual sales staff, affiliate marketing, web rings, links. For example: ebuy website or other physical shops.
• Sales promotion –incentives, rewards, online loyalty schemes. For example: Priceline's club card can get e-coupon.
• PR –Online editorial, e-zines, newsletters, discussion groups, virals, stunts. For example: newspaper public an artical about a company's image.
• Sponsorship –Sponsoring an online event, site or service
•Direct mail –opt-in e-mail and web response
•Exhibitions –Virtual exhibitions
•DPI Exhibition
•Merchandising –Shopping malls, e-tailing, the interface
•Packaging –real packaging is displayed online. For example: products which sells online would have picture to show the product.
•Word of mouth –Viral, affiliate marketing, e-mail a friend, web rings, links. For example: one of your friends sent you e-mail and tell you that one product is good and you will trust him.


3.Looking at the National Marketing Awards (UK). Select two of the winners and discuss them in terms of the promotional mix.

• UPS

UPS wants to increase customers' brand awareness and it is a customer focus company, and its promotional mix are: advertising, promotion, public relations, packaging and selling.

• Future Talent

Future Talent is a musical charity that finds, funds and nurtures musically gifted at age 5 to 18. The promotional mix for Future Talent are: sales promotion, public relations, exhibitions and sponsorship.