Principles of marketing: Lecture 38

Principles of marketing: Lecture 38 provide students with knowledge about: other marketing applications through databases; disadvantages; integrated direct marketing; ethical issues in direct marketing; major public relations tools;... Please refer to this lesson for details!

MGT301 Principles of Marketing Lecture­38 Summary of   Lecture­37 Supervising Salespeople Motivating Salespeople Evaluating Salespeople Direct Marketing Direct Direct Marketing Marketing Breaks Breaks through through ad ad clutter clutter Better Better targeting targeting reduces reduces waste waste Advantages of Direct Marketing Factors Driving  Direct Marketing Growth Predictive Predictive Modeling Modeling Convenience Convenience Immediate Immediate Sales Sales Shrinking Shrinking Media Media Audiences Audiences Customized Customized Products Products Fragmented Fragmented Markets Markets Price Price Sensitivity Sensitivity Forms of Direct Marketing Face-to-Face Selling Online Marketing Telemarketing Kiosk Marketing Direct Mail Direct-Response TV Marketing Catalog 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.24 Although publicity is generally thought of as not  paid for, firms incur publicity­related 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 The Role Role of of Public Public Relations Relations Executes Executes programs programs to to gain gain public public acceptance acceptance Evaluates Evaluates public public attitudes attitudes Identifies Identifies issues issues of of public public concern concern Major Public Relations Tools Public Public Service Service Activities Activities Web Web Site Site News News Corporate Corporate Identity Identity Materials Materials Audiovisual Audiovisual Materials Materials Speeches Speeches Written Written Materials Materials Special Special Events Events Major Public Relations Decisions Setting SettingPublic PublicRelations RelationsObjectives Objectives Choosing Choosingthe thePublic PublicRelations RelationsMessages Messages and andVehicles Vehicles Implementing Implementingthe thePublic PublicRelations RelationsPlan Plan Evaluating EvaluatingPublic PublicRelations RelationsResults Results Publicity Public information about a company, good, or  service appearing in the mass media as a news  item Next… Review 4th P (Promotion) MGT301 Principles of Marketing Lecture­38 ... service appearing in the mass media as a news  item Next… Review 4th P (Promotion) MGT301 Principles? ?of? ?Marketing Lecture? ?38 ... Deciding Which Which Customers Customers Should Should Receive Receive aa Particular Particular Offer Offer Deepening Deepening Customer Customer Loyalty Loyalty Reactivating Reactivating Customer... Other Marketing Applications through  Databases   Match profiles to cross­sell other products to  customers  Modify marketing messages based on  customer profiles  Reach out to customers to reinforce the