Marketing Management

MGT 2306Lesson 9

Lesson 9 objectives

• The promotional Mix : Personal Selling

Public Relations

Direct marketing

Personal Selling

• oral presentation • personal - face to face• gain rapport and close the sale

Pro’s and Cons’

√ Most effective tool for building buyers preferences, convictions and actions

√ Personal interaction allows for feedback and adjustments

√ Relationship-oriented√ Buyers more attentiveX Sales force represents long-term

commitmentX most expensive promotional tool

Public Relations

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

Press relations (akhbar hubungan) or press agency (agensi perhubungan) 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 (hal ehwal awam) involves building and maintaining national or local community relations

Samples of Publicity

Lobbying (lobi) involves building and maintaining relations with legislators and government officials to influence legislation and regulation

Investor relations (perhubungan pelabur) involves maintaining relationships with shareholders and others in the financial community

Development (Pembangunan) involves public relations with donors or members of nonprofit organizations to gain financial or volunteer support

Public Relations objectives

Save our SHARKS

Public Relations is…..

• Lower cost than advertising (tidak perlu belanja banyak wang)

• Stronger impact on public awareness than advertising. (kesan kuat)

Major Public Relations Tools

News(Berita)

Speeches(Ceramah)

Special events(Acara Istimewa)

Written materials(Bahan cetakan)

Audiovisual materials

Corporate identity materials

Public service activities

(Perkhidmatan awam)

Buzz marketing

Social networking Mobile tour marketing Internet

Pro’s and Cons’

√ Highly credible

√ Many forms : stories, features, events, sponsorships

√ More far-reaching than other promotional mixes

√ Dramatizes company and its benefits

X Often the most underused element in the promotional mix

Direct marketing(Jualan langsung)

• An interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location

Types of Direct Marketing

Pro’s and Cons’

√ 4 distinctive characteristics:

- Non-public

- Immediate

- Customized

- Interactive

√ Well-suited to highly targeted marketing efforts

X Many people treat unsolicited materials as ‘JUNK’

X Environmental Impact (for printed materials)

X Limited Reach & Impact (only for targeted people)