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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