Professional Documents
Culture Documents
Promotions 2010
Promotions 2010
Word-of-Mouth Marketing
• Credible
• Personal
• Timely
Factors in Setting
Communications Mix
• Mission
• Money
• Message
• Media
• Measurement
Advertising Objectives
• Informative advertising
• Persuasive advertising
• Reminder advertising
• Reinforcement advertising
Factors to Consider in Setting an Advertising
Budget
Advantages Disadvantages
• Detailed product information • Passive medium
• Ability to communicate user • Clutter
imagery • Unable to demonstrate product
• Flexibility use
• Ability to segment
Print Ad Evaluation Criteria
• Newspapers • Outdoor
• Television • Yellow pages
• Direct mail • Newsletters
• Radio • Brochures
• Magazines • Telephone
• Internet
Place Advertising
• Billboards
• Public spaces
• Product placement
• Point-of-purchase
Measures of Audience Size
• Circulation
• Audience
• Effective audience
• Effective ad-exposed audience
Factors Affecting Timing Patterns
• Buyer turnover
• Purchase frequency
• Forgetting rate
Media Schedule Patterns
• Continuity
• Concentration
• Flighting
• Pulsing
Evaluating Advertising Effectiveness
• Sales-Effect Research
Sales Promotion
Sales Promotion
• Establish objectives
• Select tools
• Develop program
• Pretest
• Evaluate results
Why Sponsor Events?
• Establish objectives
• Choose event opportunities
• Design program
• Implement and control
• Measure effectiveness
Ideal Events
• Audience closely matches target market
• Press relations
• Product publicity
• Corporate communications
• Lobbying
• Counseling
Marketing Public Relations Functions
• Defend products
• Publications
• Events
• Sponsorships
• News
• Speeches
• Public Service Activities
• Identity Media
Steps in Marketing PR
• Establish objectives
• Choose messages
• Choose vehicles
• Measure effectiveness
Direct Marketing
What is Direct Marketing?
• Direct Mail
• Catalog marketing
• Interactive Marketing
• Personal Selling
Types of Sales Representatives
• Deliverer
• Order taker
• Missionary
• Technician
• Demand creator
• Solution vendor
Sales Tasks
• Prospecting
• Targeting
• Communicating
• Selling
• Servicing
• Information gathering
• Allocating
Managing the sales force
• Recruiting, selecting
• Training
• Supervising
• Motivating
• Evaluating
Principles of Personal Selling (SPIN)
• Situation questions
• Problem questions
• Implication questions
• Need-payoff questions
Steps in Effective Selling
• Prospecting/Qualifying
• Preapproach
• Approach
• Presentation
• Overcoming objections
• Closing
• Follow-up
Prospecting Funnel
Key Definitions
• Prospects are leads and inquiries that the supplier firm has
qualified as having significant sales and profit potential.
Prospecting Funnel
Leads
Inquiries
Prospects
New
Customers
Established
Accounts
Current New
Offerings Offerings
New
Markets Market
Diversification
Development
(Based on Ansoff 1957)
Transactional, Consultative, and Enterprise Selling
(Rackham 1988)
Consultative Selling
(Rackham 1988)
Consultative Selling
Obtaining Commitment
(Rackham 1988)
Thank You