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

DIRECT MARKETINGTactics (Pg 451-453)

Mail Order & Direct Mail Telemarketing

DIRECT MARKETINGTactics (Pg 453-454)

Direct-Response Adver tising M-Commerce

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)

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

PUBLIC RELATIONS (PR)