Посредник при одноуровневом канале на рынке потребительских товаров:

а) мелкооптовый торговец;                                   в) розничный торговец;

б) крупнооптовый торговец;                                          г) брокер.

10. Комплекс маркетинговых мероприятий, направленный на увеличение объемов продаж в розничной торговле:

а) маркетинг;                                                                   в) мерчендайзинг;

б) логистика;                                                                   г) сбыт.

 

Практическое занятие №6

Система маркетинговых коммуникаций

Практические задания

1. Составьте список средств маркетинговых коммуникаций, которые в настоящее время используются в УО «ВГТУ».

- средства рекламы

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              

- мероприятия паблик рилейшнз

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              

- мероприятия по стимулированию сбыта

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              

- мероприятия по персональным продажам

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              

Сделайте вывод, являются ли используемые средства продвижения единой системой коммуникаций с потребителями.

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              

2. Определите, на какой стадии жизненного цикла находятся:

- DVD проигрыватели LG                                                                         

- детская обувь СП «Марко»                                                                              

- тюнер цифрового телевидения ОАО «Витязь»                                       

- телевизоры «Витязь» с обычным кинескопом                                       

Какие средства интегрированных маркетинговых коммуникаций могут быть использованы при продвижении этих товаров?

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   

Составьте план маркетинговых коммуникаций для одного из приведеных товаров.

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           

 

3. Что такое стоппер?

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    

Приведите примеры известных вам стопперов.

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         

Разработайте рекламный лозунг и стоппер для следующих товаров:

- пельмени,

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         

- детские велосипеды

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         

- принтера для офиса

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    

 

4. Вы работаете торговым агентом в отделе технических продаж предприятия. Какие потребности ваших покупателей вы должны учитывать в первую очередь?

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              

5. Какие способы ценового стимулирования потребителей используются в магазинах:

- ОАО «Витебские продукты»                                                                                                                                                                                                                                                                                                                                                                                                                                  

- магазине бытовых электротоваров «Вулкан»                                                                                                                                                                                                                                                                                                                                                                                                                  - магазинах ОАО «Пинскдрев»                                                                                                                                                                                                                                                                                                                                                                                                                                

Сделайте вывод, как зависят способы ценового стимулирования потребителей от вида товаров.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            

6. Назовите примеры мероприятий PR белорусских предприятий.

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                   

Сделайте вывод о полноте использования средств PR белорусскими предприятиями.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              

7. Предположим, вы стали менеджером по маркетингу кондитерской фабрики «Коммунарка» и вам поручено задаться вопросами стимулирования продаж. Сформулируйте основные задачи стимулирования продаж и определите методы стимулирования по отношению:

- к работникам отдела продаж фабрики «Коммунарка»

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         

- торговым посредникам

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    

- продавцам

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                         

- покупателям кондитерских изделий

                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    

Задания

1. Разработайте и проведите презентацию товара (на выбор). С этой целью составьте свое выступление (письменно) с учетом специфики аудитории.

2. Составьте пресс-релиз о конференции студентов и преподавателей, проводимой в УО «ВГТУ».

3. Разработайте мероприятия по формированию спроса и стимулированию сбыта для кафе с азиатской кухней, магазина детских игрушек, услуг экспресс-дотсавки (на выбор).

4. Создайте рекламное объявление на любом носителе для выбранного вами товара.

 

Тест

1. Любая оплаченная форма неличного представления, идей, услуг, определенная заказчиком, – это:

а) паблик рилейшнз;                                    в) прямой маркетинг;

б) реклама;                                              г) нет правильного ответа.

2. Экономическую эффективность рекламы определяет:

а) искусство производить психологическое воздействие на людей;

б) увеличение реализации товаров после проведения рекламной компании;

в) возросшая известность предприятия;

г) все ответы верны.

3. Реклама – это:

а) личная коммуникация;                             в) неличная коммуникация;

б) двусторонняя коммуникация;                 г) нет правильного ответа.

4. Основная цель мероприятий по стимулированию сбыта:

а) проведение благотворительных акций;

б) создание условий для совершения покупки в заданный период времени;

в) публикация статей, репортажей, новостей;

г) все ответы верны.

5. Рекламодатель – это:

а) человек, который распространяет рекламное сообщение;

б) юридическое или физическое лицо, заказывающее и оплачивающее рекламу у рекламного агентства;

в) рекламное агентство, принимающее заказ на рекламу;

г) нет правильного ответа.

6. Под уникальным торговым предложением понимают:

а) эксклюзивный товар;

б) уникальное преимущество товара, используемое в рекламном сообщении;

в) престижное место продаж;

г) нет правильного ответа.

7. Продакт - плейсмент – это:

а) связи с общественностью;

б) совмещение функций рекламы и товара в медиа-программах;

в) маркетинг торгового зала;

г) все ответы верны.

8. Мерчандайзинг – это комплекс мероприятий по:

а) созданию имиджа фирмы;

б) размещению товаров и информационно-рекламных материалов на полках и витринах магазина;

в) предоставлению средств для поддержки различных мероприятий в обмен на пропаганду деятельности фирмы - спонсора;

г) нет правильного ответа.

9. Принято считать, что PR не может выполнять свои функции в такой сфере человеческой деятельности как:

а) общественные отношения;                                в) семейные отношения;

б) международные отношения;                             г) все ответы верны.

10. Непосредственный контакт представителей продавца с одним или несколькими потенциальными покупателями с целью представления товара и совершения продажи – это:

а) реклама;                                                             в) прямой маркетинг;

б) паблик рилейшнз;                                    г) нет правильного ответа.

 

Практическое занятие №7