Public Relations & Publicity Public Relations

Philip Kotler Building good relations with the companys various publics by
obtaining favourable publicity building up a good corporate image and handling unfavourable rumours, stories and events. Three distinct benefits of PR are:High credibility Ability to catch buyers off guard Dramatization Public Relations Functions Press relations Product publicity Corporate communication Lobbying Counseling Publicity Publicity is any form of non-paid commercially significant news or editorial comment about ideas, products or institutions. PERSONAL SELLING Definition Oral presentation in a conversation with one or more prospective purchasers for the purpose of making sales. It is most effective tool at later stages of the buying process It has three distinct qualities:Personal interaction Cultivation Response

Managing the sales force

 1. Recruiting and selecting representatives The traits desired in sales representative are honest, reliable, knowledgeable and helpful. 2.Training and supervising sales representatives Product knowledge Norms for prospect calls Using sales time efficiently 3. Motivating sales representatives Encouragement and special incentives 4. Evaluating sales representatives Feed-forward Feedback Integrated Marketing Communication It refers to carefully integrating and coordinating the companys various communication channels.

It is done to deliver a clear, consistent and compelling message.

If used appropriately, it can increase communication effectiveness.

Extended Communications Mix

Marketing of services Definition of services

Activities, benefits or satisfaction which are offered for sale or are provided in
connection with the sale of goods Characteristics of marketing services

Perishability

 Intangibility

Inseperability from the person or firm

Variability Ways of improving services

Customer relationship
Holistic marketing Use of internet Delivery It refers to transfer of goods and services from the point of origin to the place of consumption Managing service quality Expectations of customers Determinants of service quality Reliability Responsiveness Assurance Empathy Tangibles Ethics in marketing It means confirming to professional standard of conduct Deals with morality in business Provides protection to social groups Advertising Standard Council of India To safeguard against the indiscriminate use of products that are hazardous to society Fairness in competition Truthful and honest representation Promotion to children

Colour
Celebrity endorsement Cartoons Fantasy

Unethical marketing practices

Inferior quality goods

Charging high prices by creating scarcity False advertisements Adulteration

Inadequate information on pacages

Inadequate measures regard pollution control