promotions part 4
TRANSCRIPT
M A R K ET I N G M I X : P r o m o t i o nP a r t 3P R I N C I P L E S O F M A R K E T I N G – B U S I 1 4 1
P R O F E S S O R C O N R A D
TO DAY ’ S D I S C U S S I O N
Direct MarketingDefined
Direct Marketing Tactics
Personal SellingDefined
Personal Selling Process
Public RelationsDefined
Types of PR Tactics
DIRECT MARKETINGDefined (Pg 451)
One-to-one, direct marketing communications
Designed to generate a response from the consumer
Place an order
Request information
Visit the business location to make a purchase
Spending on Direct Marketing is increasing
PERSONAL SELLINGDefined (Pg 454)
A company rep interacts directly with consumer
Communicates information about a good or service
Most personal form of Promotional tactics
Salespeople are the eyes/ears of the company
Estimate 9% growth in jobs in sales from 2012 to 2022
The more complex the product, the more personal selling is
used
PERSONAL SELLINGApproaches (Pg 459)
Transactional Sel l ing Relationship Sell ing
• Focus is on making an immediate sale
• Little concern for long-term
relationship
• Consumer feels manipulated and
resentful
• Diminishes satisfaction and loyalty
• Contributes to negative image
• BAD BUSINESS!!
• Secure, develop and maintain
relationships
• Focus is on profitable consumers
• Mutually satisfying, win-win
• Value for the consumer
• Builds consumer satisfaction and
loyalty
• Provides future business
PERSONAL SELLINGProcess (Pg 460-462)
Prospect & Quality
• Identify sales leads
• Lists, directories and databases
• Advertising and sales promotions
• Cold calling and referrals
• Qualify leads
Pre-approach
• Background info
• Identify wants, needs and interests
• Plan sales interview
Approach
• Learn even more
• Create good first impression
• Build rapport
• Professional appearance is important
Sales Preparation
• Formal sales presentation
• Lay out benefits
• Advantages over competition
• Value for the customer
• 80/20 rule
Handle Objections
• Anticipate objections
• Prepare responses
Close the Sale
• Time to make a deal
• Ask for the sale
Follow-up
• Long-term satisfaction
• Delivery, payment and purchase terms
• Ensure satisfaction after delivery
• Bridge to next purchase
PUBLIC RELATIONS (PR)Defined (Pg 463-464)
Communication function
Build good relationships with organizations publics
Establish and maintain a favorable image
Do something good, and then talk about it!
More credible than advertising
Publicity – unpaid communication that gets media exposure
Crisis Management – managing reputation during negative events that damage organization’s image
PUBLIC RELATIONS (PR)Tactice (Pg 467-469)
Press Release
•Most common
•Report of event or activity
•Sent to media
•Free
Internal PR
•Target employees
•Investor relations
•Lobbying
Speech Writing
•Delivered by executives
•Corporate identity
•Media relations
Sponsorships
•Financial support for an event
•Publically recognized
•Special events
Guerrilla Marketing
•Ambushing customers
•Promotional content
•Unexpected places
•Ambient advertising
•Flash mob