Agricultural Marketing

Week #12

1. MARKETING COMMUNICATION AND

PROMOTION MIX
2. ADVERTISING IN MARKETING
3. SELLING AND PUBLIC RELATION
▪ Public relations involves 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

▪ Public relations is used to promote product,

people, ideas, and activities
Public relations department functions include:
• Press relations or press agency
• Product publicity
• Public affairs
• Lobbying
• Investor relations
• Development
Press relations or press agency
involves the creation and placing of newsworthy
information to attract attention to a person, product,
or service
Product publicity
involves publicizing specific products
Public affairs
involves building and maintaining national or local
community relations
Lobbying
involves building and maintaining relations with
legislators and government officials to influence
legislation and regulation
Investor relations
involves maintaining relationships with shareholders
and others in the financial community
Development
involves public relations with donors or members of
nonprofit organizations to gain financial or volunteer
support
The Role and Impact of Public Relations
• Lower cost than advertising
• Stronger impact on public awareness than
advertising
 Major Public Relations Tools

News Speeches Special events Written materials

Audiovisual Corporate Public service

Buzz marketing
materials identity materials activities

Social Mobile tour

networking marketing Internet
 Major Public Relations Decisions

Setting Public Relations Objectives

Choosing the Public Relations Messages

and Vehicles

Implementing the Public Relations Plan

Evaluating Public Relations Results

The Nature of Personal Selling

• Involves an individual acting for a company by

performing one or more of the following activities:
– Prospecting
– Communicating
– Servicing
– Information Gathering

• The term salesperson covers a wide spectrum of

positions from:
– Order Taking (department store salesperson)
– Order Getting (someone engaged in creative selling)
– Missionary Selling (building goodwill or educating buyers)
 The Role of the Sales Force

• Personal Selling is effective because sales people can:

– probe customers to learn more about their problems
– adjust the marketing offer to fit the special needs of each
customer
– negotiate terms of sale
– build long-term personal relationships with key decision
makers

• The Sales Force serves as a critical link between a

company and its customers since they:
– represent the company to customers, and
– represent customers to the company
Managing the Salesforce

Designing Salesforce Strategy and Structure

Recruiting and Selecting Salespeople

Training Salespeople

Compensating Salespeople

Supervising Salespeople

Evaluating Salespeople
Compensating Salespeople
Sales Force Compensation Plans Can Both
Motivate Salespeople and Direct Their
Activities
Salary
CHE
Y
PA
CK
Components
Benefits of
Compensati
on Bonus

Commission
How Salespeople Spend Their Time

Administrat
Service iveTas
12
Calls 17
ks
Companies Look
% % For Ways to
Telepho Increase the
neSelli
21
ng Amount of Time
Face-to-
Selli
% Salespeople
Face
30
ng Spend Selling
% Waitin
Traveli
g/
ng20
%
Evaluating Salespeople

Expens
e Sales
Reports Sourc Report
es
of
Call Infor Work
Reports matio Plan
Annual
n
Territory
Marketin
g Plan
 Steps in the Selling Process

Identifying and Screening For

Step 1. Prospecting and Qualifying
Qualified Potential Customers

Learning As Much As
Step 2. Preapproach Possible About a Prospective
Customer Before Making a
Sales Call
Knowing How to Meet the
Step 3. Approach Buyer to Get the Relationship
Off to a Good Start

Telling the Product “Story” to

Step 4. Presentation/ Demonstration the Buyer, and Showing the
Product Benefits
Steps in the Selling Process

Step 5. Handling Objections Seeking Out, Clarifying, and

Overcoming Customer
Objections to Buying

Step 6. Closing Asking the Customer for the

Order

Following Up After the Sale to

Step 7. Follow-Up Ensure Customer Satisfaction
and Repeat Business
Relationship Marketing

• Process of creating, maintaining, and

enhancing strong, value-laden relationships
with customers and other stakeholders

• Based on the idea that important accounts

need focused and continuous attention
Thank you / Terima kasih