MODULE7: PROMOTE PRODUCTS AND

SERVICES
PLEASE CLICK ON THIS VIDEO
 LEARNING OBJECTIVES
 What is marketing
 What is product and services

 A comprehensive knowledge and

understanding of industry products and
services from authoritative sources
 What are the relevant authoritative sources

 Characteristics of products and services are

identified and understood
 Available product and service documentation

 The organizational requirements

 LEARNING OBJECTIVES
 Recommendations emphasize product and
service issues relevant to client needs.

 PROMOTIONAL ACTIVITIES
 WHAT IS MARKETING

 Marketing is the social process by which

individuals and groups obtain what they need
and want through creating and exchanging
products and value with others.
 Marketing is the management process that
identifies, anticipates and satisfies customer
requirements profitably.
 Marketing refers to the activities of a
company associated with buying and selling
a product or service. It includes advertising,
selling and delivering products to people
 WHAT IS MARKETING
CONTINUES
 Marketing is everything a company does to
gain customers and maintain relationships
with them.
 Even the small tasks like writing thank-you
letters, playing golf with a prospective client,
returning calls promptly and meeting with a
past client for coffee are marketing.
 The goal of marketing is to match a
company's products and services to the
people who need and want them to
ensure profitability.
 WHAT IS PRODUCT AND
SERVICES

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

 There are various legislation that all

government agencies should implemented
that will affect business operation, especially
in regard to
 Occupational Health and Safety and

 environmental issues,

 equal opportunity,

 industrial relations

 anti-discrimination
 AUTHORITATIVE SOURCES
Industry associations
 Authorized suppliers

 Industry conferences

 Recognized industry media sources

 OCCUPATIONAL HEALTH AND
SAFETY
 Under the law employers are responsible for
health and safety management. The following
provides a broad outline of how the law applies
to employees and the environment
 It is an employer's duty to protect the health,
safety and welfare of their employees and other
people who might be affected by their business.
Employers must do whatever is reasonably
practicable to achieve this
 This means making sure that workers and others
are protected from anything that may cause
harm, effectively controlling any risks to injury
or health that could arise in the workplace.
 OCCUPATIONAL HEALTH AND
SAFETY CONTINUES
 Employers have duties under health and safety law
to assess risks in the workplace.
 Risk assessments should be carried out that address
all risks that might cause harm in your workplace.
 Employers must give you information about the risks
in your workplace and how you are protected, also
instruct and train you on how to deal with the risks.
 In general, health and safety laws apply to all
businesses. As an employer, or a self-employed
person, you are responsible for health and safety in
your business. Health and safety laws are there to
protect you, your employees and the public from
workplace dangers.
 ENVIRONMENTAL ISSUES,

 http://www.jamaicaobserver.com/environmen
t-watch/buy-them-back-acclaimed-scientist-u
rges-gov-t-to-reclaim-mangrove-forests_1564
59?profile=1123
 ENVIRONMENTAL ISSUES,
The Government has expressed commitment
to sustainable development and policies built
around the following objectives:

 social equity which takes the needs of all

stakeholders into consideration
 conservation of the environment

 sustainable use of natural resources;

 sustained economic growth and

employment.
 INDUSTRIAL RELATIONS

 "industrial dispute" means a dispute between one or more

employers or organizations representing employers and one
or more workers or organizations representing workers, and-
 (a) in the case of workers who are members of any trade union
having bargaining rights, being a dispute relating wholly or
partly to-
 (i) terms and conditions of employment, or the physical
conditions in which any workers are required to work;
 (ii) engagement or non-engagement, or term- ination or
suspension of employment, of one or more workers;
 (iii) allocation of work as between workers or groups of
workers; . . (iv) any matter .affecting the privileges, rights and
duties of any employer or organization representing employers
or of any worker or organization representing workers; or
 (v) any matter relating to bargaining: rights

 . . . . on behalf of any worker;

CHARACTERISTICS OF PRODUCTS AND SERVICES

It is imperative to note that there are various

types of product, these includes
 Organization's products

 Competitors products and services

 Emerging products and services

 Complementary products and services

 Historical products and services,

 CHARACTERISTICS OF PRODUCTS
AND SERVICES CONTINUES
Organization's products –
 Product organization is formed on basis of a
particular product or service. These kinds of
departments can operate autonomously.
 Product organization is the grouping of sales
and production efforts of a business as per
the line of products and services of the
business.
 This kind of organization is chosen by
businesses when they have some different
product lines and they require special
expertise for marketing and distributing
them.
 CHARACTERISTICS OF PRODUCTS
AND SERVICES CONTINUES
Competitors products and services-
 Knowing who your competitors are, and what
they are offering, can help you to make your
products, services and marketing stand out.
 It will enable you to set your prices
competitively and help you to respond to rival
marketing campaigns with your own initiatives
 A clear understanding of your competition is key
to the success of any business. Even if your
product or service fills a unique gap in the
market, there are always other companies
offering something similar, or there are other
ways to satisfy the same customer’s need.
 CHARACTERISTICS OF PRODUCTS AND
SERVICES CONTINUES
Emerging products and services-
 “Digital Marketing”, a term you must be familiar
with today, was first used in early 1990s. If you
trace the evolution from way back then, you’ll
truly realize how digital marketing has evolved.
 With the digital marketing industry evolving on a
daily basis, it’s safe to say that it determines the
future of marketing. With new trends coming in,
new algorithms fabricated on search engines, you
need to stay updated on digital marketing trends if
you want you market your business successfully.
CHARACTERISTICS OF PRODUCTS AND SERVICES
CONTINUES

Complementary products and services –

  products that are sold separately but that
are used together,
 each creating a demand for the other,
for example, computers and computer
programs:
 AVAILABLE PRODUCT AND
SERVICE DOCUMENTATION
• operational guidelines
• marketing data
• colleagues’ knowledge
• consumer reports
• industry reports
• sales figures
 AVAILABLE PRODUCT AND
SERVICE DOCUMENTATION
 Operational guidelines-
 is a statement by which to determine a course
of action. A guideline aims to streamline
particular processes according to a set
routine or sound practice. By definition,
following a guideline is never mandatory.
Guidelines are not binding and are not
enforced
 AVAILABLE PRODUCT AND
SERVICE DOCUMENTATION
Marketing data
 Data is big business in marketing. No
successful company can escape from the
need to track their performance and make
decisions based on data. In 2015 marketing
analytics spending increase 60%, according
to the latest statistics.
 AVAILABLE PRODUCT AND
SERVICE DOCUMENTATION
consumer reports-
 A series of repots on various products and
services utilized by customers.the reports
seek to provide consumers with a detailed
analysis of the pros and cons of a particular
product or service
INFORMATION ON PRODUCTS AND
SERVICES IS ACCURATELY DOCUMENTED
AND MAINTAIN BASE ON THE
ORGANIZATIONAL REQUIREMENTS
 Quality assurances and/or procedures manuals
 Goals, objectives, plans, systems and processes

 legal and organizational policy/guidelines and

requirements
 Occupational Health and Safety policies, procedures
and programs
 Confidentiality and security requirements

 Access and equity principles and practice ethical

standards
 Quality and continuous improvement processes and
standards
 Defined resource parameters

 Who is responsible for products or services

 Pricing and discount policies

RECOMMENDATIONS EMPHASIZE PRODUCT AND
SERVICE ISSUES RELEVANT TO CLIENT NEEDS.
 Product and service issues may include:

 Market share data

 Sales figures

 Organizational product knowledge

 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

Why promote products and services?

 The main purpose of promotion is to
communicate to potential customers
information about a product or service, in an
effort to encourage them to purchase that
product or service.
Promotion
 Communication by marketer that informs,
persuades and reminds potential buyers of a
product in order to influence an opinion or
elicit a response.
 PROMOTIONAL ACTIVITIES
Promotional strategy
 A plan for the optimal use of the elements of
promotion : advertising, public relations,
personal selling and sales promotion.
 PROMOTIONAL ACTIVITIES
 The role of promotion in the marketing mix  
 Goods and services will survive in the market place with effective
promotion.
 Only a few products might survive without effective promotion

 The advice given on promotional activities will include a multiplicity

of factors and information from a variety of sources.  
 Some of the information may include:

 Competitive features of products or services

 Product trends

 Sales trends

 Problems with products or services

 Innovations

 Cost and production

 Distribution processes

 Sales records (monthly forecasts, targets achieved)

 
 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

 Customer satisfaction questionnaires

 Audit documentation and reports

 Quality assurance data

 Returned goods

 Lapsed clients

 Service calls

 Complaints