principles of marketing lecture-38. summary of lecture-37
TRANSCRIPT
Principles of Marketing
Lecture-38
Summaryof
Lecture-37
Supervising Salespeople
Motivating Salespeople
Evaluating Salespeople
Direct Marketing
Direct MarketingDirect Marketing
Bettertargetingreduceswaste
Bettertargetingreduceswaste
Breaksthrough ad
clutter
Breaksthrough ad
clutter
Advantages of Direct Marketing
Factors Driving Direct Marketing Growth
PredictiveModeling
PredictiveModeling
CustomizedProducts
CustomizedProducts
ConvenienceConvenience
FragmentedMarkets
FragmentedMarkets
ShrinkingMedia Audiences
ShrinkingMedia Audiences
ImmediateSales
ImmediateSales
PriceSensitivity
PriceSensitivity
Forms of Direct Marketing
Direct Mail
KioskMarketing
OnlineMarketing Telemarketing
Direct-ResponseTV Marketing
Catalog
Face-to-Face Selling
Customer Databases
Identifying Prospects Identifying Prospects
Deciding Which Customers Should Receive a Particular Offer
Deciding Which Customers Should Receive a Particular Offer
Deepening Customer LoyaltyDeepening Customer Loyalty
Reactivating Customer Purchases Reactivating Customer Purchases
How Companies Use Their Databases ?
Today’s Topics
Other Marketing Applications through
Databases
Match profiles to cross-sell other products to customers
Modify marketing messages based on customer profiles
Reach out to customers to reinforce the purchase decision
Find new customers
Gain insight into who is purchasing products
Improve customer service
Disadvantages
Marketing databases can be costly and time consuming.
Databases need to be carefully planned.
Consumer privacy issues.
Integrated Direct Marketing
Direct marketing campaigns that use multiple vehicles and multiple stages to improve response rates and profits.
Marketers seek to improve response rates and profits by adding media and stages that contribute more to additional sales than to additional costs.
Ethical Issues in Direct Marketing
Irritation to
Consumers
Unfairness,Deception,
orFraud
Invasionof
Privacy
Public Relations
Building good relations with the company’s various publics by obtaining favorable publicity, building up a good “corporate image” and handling or heading off unfavorable rumors, stories and events.
Major functions are:
– Press Relations
– Product Publicity
– Public Affairs
– Lobbying
– Investor Relations
–Development
Evaluates public attitudes
Evaluates public attitudes
Identifies issues of public
concern
Identifies issues of public
concern
Executes programs to gain public acceptance
Executes programs to gain public acceptance
The Role of Public
Relations
The Role of Public
Relations
The marketing function that
evaluates public attitudes,
identifies areas within the
organization that the public may be
interested in, and executes a
program of action to earn public
understanding and acceptance.
Major Public Relations Tools
SpecialEvents
SpecialEvents
Written MaterialsWritten
Materials
Corporate Identity Materials
Corporate Identity Materials SpeechesSpeeches
NewsNews
AudiovisualMaterials
AudiovisualMaterials
Public Service
Activities
Public Service
Activities
Web SiteWeb Site
Other PR Tools
New product publicity Consumer education Event sponsorship Issue sponsorship Company websites
Press releasesPress conferencesExclusivesInterviewsCommunity involvement
Major Public Relations Decisions
Setting Public Relations ObjectivesSetting Public Relations Objectives
Choosing the Public Relations Messages and Vehicles
Choosing the Public Relations Messages and Vehicles
Implementing the Public Relations PlanImplementing the Public Relations Plan
Evaluating Public Relations ResultsEvaluating Public Relations Results
Publicity
Public information about a company,
good, or service appearing in the
mass media as a news item.
Stimulation of demand for a good, service, place, idea, person, or organization by unpaid placement of commercially significant news or favorable media presentations.
Publicity is more credible to consumers than any other promotional mix element.
Although publicity is generally thought of as not paid for, firms incur publicity-related expenses that include the cost
of employing marketing personnel assigned to create and submit publicity
releases, printing and mailing costs, and related expenses.
Promotional Publications
Inserts Enclosures Annual reports Posters Bulletin boards Exhibits Audiovisuals Position papers Speeches
News releases
Media kits Booklets Leaflets Brochures Manuals Books Letters
Enough for today. . .
Summary
Integrated Direct Marketing
Public Relations
Major functions are:
– Press Relations
– Product Publicity
– Public Affairs
– Lobbying
– Investor Relations
–Development
Evaluates public attitudes
Evaluates public attitudes
Identifies issues of public
concern
Identifies issues of public
concern
Executes programs to gain public acceptance
Executes programs to gain public acceptance
The Role of Public
Relations
The Role of Public
Relations
Major Public Relations Tools
SpecialEvents
SpecialEvents
Written MaterialsWritten
Materials
Corporate Identity Materials
Corporate Identity Materials SpeechesSpeeches
NewsNews
AudiovisualMaterials
AudiovisualMaterials
Public Service
Activities
Public Service
Activities
Web SiteWeb Site
Major Public Relations Decisions
Setting Public Relations ObjectivesSetting Public Relations Objectives
Choosing the Public Relations Messages and Vehicles
Choosing the Public Relations Messages and Vehicles
Implementing the Public Relations PlanImplementing the Public Relations Plan
Evaluating Public Relations ResultsEvaluating Public Relations Results
Publicity
Public information about a company,
good, or service appearing in the
mass media as a news item.
Next….
Review 4th P (Promotion)
Principles of Marketing
Lecture-38