Principles of marketing: Lecture 39

Principles of marketing: Lecture 39 provide students with knowledge about: marketing communications; simple marketing system; promotion and its goals; promotion mix; advertising; personal selling; sales promotion; public relations;... Please refer to this lesson for details!

MGT301 Principles of Marketing Lecture­39 Summary of   Lecture­38 Integrated Direct Marketing Public Relations Publicity Public information about a company, good, or service  appearing in the mass media as a news item Today’s Topics Review 4th P (Promotion) Marketing Communications Simple Marketing System Communication Product/Service Producer/Seller Money Feedback Consumer Customer Databases Direct Direct Marketing Marketing is is Customer-Based Customer-Based With a Focus on Share Share of of Customer Customer Information-Intensive Information-Intensive Long-Term Long-Term Oriented Oriented Individualized Individualized Through Use of Database Database Technology Technology Database Marketing How Companies Use Their  Databases ? Identifying Identifying Prospects Prospects Deciding Deciding Which WhichCustomers CustomersShould Should Receive ReceiveaaParticular Particular Offer Offer Deepening Deepening Customer Customer Loyalty Loyalty Reactivating ReactivatingCustomer Customer Purchases Purchases 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.  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 The TheRole Roleof of Public PublicRelations Relations Evaluates Evaluates public public attitudes attitudes Identifies Identifies issues issues of of public public concern concern Executes Executes programs programs to to gain gain public public acceptance acceptance 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       New product publicity  Consumer education  Event sponsorship  Issue sponsorship  Company websites Publicity Public information about a company, good, or service  appearing in the mass media as a news item Enough for Promotion.    Summary Next…  Creating Competitive Advantage ... Trial amount? ?of? ?a product Coupons Coupons Savings when purchasing specified  Savings when purchasing specified  products products Cash Refunds Cash Refunds Refund? ?of? ?part? ?of? ?the purchase  Refund? ?of? ?part? ?of? ?the purchase ... Technique That Offers Short­Term  Incentives to Encourage Purchase or Sales  of? ?a Product or Service Offers Reasons to Buy Now Major Consumer Sales Promotion  Tools Sample Sample Trial amount? ?of? ?a product... Retaliation May May Hurt Hurt Profit Profit Personal Selling Personal selling The direct presentation? ?of? ?a product to a  prospective customer by a  representative? ?of? ?the selling  organization Basic Sales Tasks