Download Principles of Marketing

Principles of
Marketing
Lecture-38
Summary
of
Lecture-37
Supervising
Salespeople
Motivating
Salespeople
Evaluating
Salespeople
Direct Marketing
Direct Marketing
Breaks
through ad
clutter
Better
targeting
reduces
waste
Advantages of
Direct Marketing
Factors Driving
Direct Marketing Growth
Predictive
Modeling
Convenience
Immediate
Sales
Shrinking
Media Audiences
Customized
Products
Fragmented
Markets
Price
Sensitivity
Forms of Direct
Marketing
Face-to-Face
Selling
Online
Marketing
Telemarketing
Kiosk
Marketing
Direct
Mail
Direct-Response
TV Marketing
Catalog
Customer Databases
How Companies Use Their
Databases ?
Identifying Prospects
Deciding Which Customers Should
Receive a Particular Offer
Deepening Customer Loyalty
Reactivating Customer Purchases
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,
or
Fraud
Invasion
of
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
The Role of
Public
Relations
Executes
Evaluates
programs to
gain public
acceptance
public attitudes
Identifies
issues of public
concern
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
Public
Service
Activities
Web Site
News
Corporate
Identity
Materials
Audiovisual
Materials
Speeches
Written
Materials
Special
Events
Other PR Tools
New product publicity
 Consumer education
 Event sponsorship
 Issue sponsorship
 Company websites


Press releases

Press conferences

Exclusives

Interviews

Community involvement
Major Public Relations
Decisions
Setting Public Relations Objectives
Choosing the Public Relations Messages
and Vehicles
Implementing the Public Relations Plan
Evaluating 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
The Role of
Public
Relations
Executes
Evaluates
programs to
gain public
acceptance
public attitudes
Identifies
issues of public
concern
Major Public
Relations Tools
Public
Service
Activities
Web Site
News
Corporate
Identity
Materials
Audiovisual
Materials
Speeches
Written
Materials
Special
Events
Major Public Relations
Decisions
Setting Public Relations Objectives
Choosing the Public Relations Messages
and Vehicles
Implementing the Public Relations Plan
Evaluating Public Relations Results
Publicity
Public information
about a company, good,
or service appearing in
the mass media as a
news item.
Next….
Review
th
4
P (Promotion)
Principles of
Marketing
Lecture-38