introduction to marketing communications lecture 5

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An introduction to personal selling...

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Page 1: Introduction to Marketing Communications Lecture 5

5

Page 2: Introduction to Marketing Communications Lecture 5

personal selling

Page 3: Introduction to Marketing Communications Lecture 5
Page 4: Introduction to Marketing Communications Lecture 5
Page 5: Introduction to Marketing Communications Lecture 5

if we consider AIDA

Page 6: Introduction to Marketing Communications Lecture 5

messages can be much more personal than any of the other methods of communication

Page 7: Introduction to Marketing Communications Lecture 5

project management - coordinating within the organisation, representing the customers interests

Page 8: Introduction to Marketing Communications Lecture 5
Page 9: Introduction to Marketing Communications Lecture 5

very high cost per contact

possible inconsistency of message

coordinate with direct marketing

Page 10: Introduction to Marketing Communications Lecture 5

buyer significance

Page 11: Introduction to Marketing Communications Lecture 5

communication effectiveness

Page 12: Introduction to Marketing Communications Lecture 5

advertising relatively

important when…

personal selling relatively

important when…

number of customers large small

buyer’s information needs low high

size and importance of

purchase

small large

post-purchase service

required

little a lot

product complexity low high

distribution strategy pull push

pricing policy set negotiable

web-enabled exchanges high low

resources available for

promotion

many few

Page 13: Introduction to Marketing Communications Lecture 5

maintaining trust and commitment

developing the relationship

providing service and support

closing the sale

handling queries and objections

presenting the sales message

developing the relationship

qualifying prospects

prospecting for customers

Page 14: Introduction to Marketing Communications Lecture 5
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Page 16: Introduction to Marketing Communications Lecture 5

high

low

high • key account

management • field-force sales

• field-force sales • telesales • web • email

low

• directed field-force sales

• telesales • web • email

• direct mail • telesales • email

strength of relationship

account potential

Page 17: Introduction to Marketing Communications Lecture 5
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all packaging has to provide info on ingredients e.g. allergy advice, fat, calories, salt…

consumers make snap decisions based on whether a product “looks right” – they often don’t know why