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MARKETING11 Communication tools Personal selling Direct marketing Public Relations 1 Last week The process of marketing communications Developing marketing communication AIDA model Deciding on the marketing communication mix Advertising Sales promotion 2 Integrated marketing communications Advertising Sales promotion Personal selling Direct marketing Public Relations Mix of communucation (promotional) tools 3 Personal selling a face-to-face interaction with one or more purchasers for the purpose of making presentations, answering questions and procuring orders Factor Factors increasing the relative importance of Personal selling Factors increasing the relative importance of Advertising Consumer Geographically concentrated Relatively few in number Geographically dispersed Relatively large in number Product Expensive, technically complex, custom made, requires special handling, frequently involves trade-ins Inexpensive, simple to understand, standardized, does not require special handling, does not involve trade-ins Price Relatively high Relatively low Distribution Relatively short channels Relatively long 4 Functions of salespeople Identify suitable possible customers Identify problems those customers have or might have Establish a dialogue Refine the view of the problem to take account of the dialogue Identify solutions Explain the solution Represent the views to the supplying company Ensure a smooth process of supply which meets the needs Solve any after-sales problems which may arise 5 The personal selling process 1. 2. 3. 4. 5. 6. 7. Generating leads Qualifying leads: need, buying power, receptiveness Approaching the customer and probing needs Developing and proposing solutions Handling objections Closing the sale Following up 6 Selling value http://www.sellingpower.com/content/video/ ?mid=752&pageNum=1&catid=1 7 Direct marketing Use of mail, telephone, fax, e-mail, or Internet to communicate directly with or solicit a direct response from specific customers or potential customers. Advantages of Direct marketing shorten distribution channel comfortable way for the customer interactive measurable response personalized message up-to-date Disadvantages of Direct marketing customer database is needed 8 http://www.dmnews.com/video-the-digitallyconnected-consumer/article/316464/ 9 Public Relations Involves a variety of programs design to promote or protect a image or its products. PR functions: Press relations Sponsoring Internal and external communication Product publicity Product placement 10 Public Relations PR objectives: build awareness build credibility stimulate the sales force and dealers hold down promotion cost Publications PR tools: Speeches Public-service activities Events News Corporate identity 11 Comparison of four promotional mix elements Personal selling Advertising Sales promotion Public relations Advantages Permits measurement of effectiveness; elicits a more immediate response; allows tailoring of the message to fit the customer Reaches a large group of potential consumers for a relatively low price per exposure; allows strict control over the final message; can be adapted to either mass audience or specific segments; can be successfully used to create instant product awareness Produces a more immediate consumer response; attracts attention and creates product awareness; allows easier measurement of results; provides short-term sales increases Is able to create a positive attitude toward a product or company; can enhance credibility of a product or company Disadvantages Relies almost exclusively upon the ability of the sales person; involves high cost per contact Does not permit totally accurate measurement of results; usually cannot close sales; is nonpersonal in nature Is nonpersonal in nature; is difficult to differentiate May not permit accurate measurement of effect on sales; involves much effort directed toward nonmarketing 12 orientated goals efforts Marketing and Sales http://www.sellingpower.com/content/video/ ?mid=325&pageNum=1&catid=5 13 Summary 14 Examples for test questions 1 True or False? According to the production orientation customers want inexpensive and widely available products. Like the consumer market, business markets are geographically spread out with many small buyers. 15 Examples for test questions 2 Mark the correct answer! A first task is to a) develop a strategic plan, b) assess its objectives, c) monitor plans, d) define its mission. Henry strategy for the Model T is an example of a) undifferentiated marketing, b) concentrated marketing, c) individual marketing. 16 Pairing Examples for the communication mix + elements of the communication mix Descriptions of the orientations + the orientation types 17 Short essay Describe the buying center concept! Compare the marketing concept with the selling concept! 18