Principles of Marketing

Lecture-38

Summaryof

Lecture-37

Supervising Salespeople

Motivating Salespeople

Evaluating Salespeople

Direct Marketing

Direct MarketingDirect Marketing

Bettertargetingreduceswaste

Bettertargetingreduceswaste

Breaksthrough ad

clutter

Breaksthrough ad

clutter

Advantages of Direct Marketing

Factors Driving Direct Marketing Growth

PredictiveModeling

PredictiveModeling

CustomizedProducts

CustomizedProducts

ConvenienceConvenience

FragmentedMarkets

FragmentedMarkets

ShrinkingMedia Audiences

ShrinkingMedia Audiences

ImmediateSales

ImmediateSales

PriceSensitivity

PriceSensitivity

Forms of Direct Marketing

Direct Mail

KioskMarketing

OnlineMarketing Telemarketing

Direct-ResponseTV Marketing

Catalog

Face-to-Face Selling

Customer Databases

Identifying Prospects Identifying Prospects

Deciding Which Customers Should Receive a Particular Offer

Deciding Which Customers Should Receive a Particular Offer

Deepening Customer LoyaltyDeepening Customer Loyalty

Reactivating Customer Purchases Reactivating Customer Purchases

How Companies Use Their Databases ?

Today’s Topics

Other Marketing Applications through

Databases

Match profiles to cross-sell other products to customers

Modify marketing messages based on customer profiles

Reach out to customers to reinforce the purchase decision

Find new customers

Gain insight into who is purchasing products

Improve customer service

Disadvantages

Marketing databases can be costly and time consuming.

Databases need to be carefully planned.

Consumer privacy issues.

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.

Ethical Issues in Direct Marketing

Irritation to

Consumers

Unfairness,Deception,

orFraud

Invasionof

Privacy

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.

Major functions are:

– Press Relations

– Product Publicity

– Public Affairs

– Lobbying

– Investor Relations

–Development

Evaluates public attitudes

Evaluates public attitudes

Identifies issues of public

concern

Identifies issues of public

concern

Executes programs to gain public acceptance

Executes programs to gain public acceptance

The Role of Public

Relations

The Role of Public

Relations

The marketing function that

evaluates public attitudes,

identifies areas within the

organization that the public may be

interested in, and executes a

program of action to earn public

understanding and acceptance.

Major Public Relations Tools

SpecialEvents

SpecialEvents

Written MaterialsWritten

Materials

Corporate Identity Materials

Corporate Identity Materials SpeechesSpeeches

NewsNews

AudiovisualMaterials

AudiovisualMaterials

Public Service

Activities

Public Service

Activities

Web SiteWeb Site

Other PR Tools

New product publicity Consumer education Event sponsorship Issue sponsorship Company websites

Press releasesPress conferencesExclusivesInterviewsCommunity involvement

Major Public Relations Decisions

Setting Public Relations ObjectivesSetting Public Relations Objectives

Choosing the Public Relations Messages and Vehicles

Choosing the Public Relations Messages and Vehicles

Implementing the Public Relations PlanImplementing the Public Relations Plan

Evaluating Public Relations ResultsEvaluating Public Relations Results

Publicity

Public information about a company,

good, or service appearing in the

mass media as a news item.

Stimulation of demand for a good, service, place, idea, person, or organization by unpaid placement of commercially significant news or favorable media presentations.

Publicity is more credible to consumers than any other promotional mix element.

Although publicity is generally thought of as not paid for, firms incur publicity-related expenses that include the cost

of employing marketing personnel assigned to create and submit publicity

releases, printing and mailing costs, and related expenses.

Promotional Publications

Inserts Enclosures Annual reports Posters Bulletin boards Exhibits Audiovisuals Position papers Speeches

News releases

Media kits Booklets Leaflets Brochures Manuals Books Letters

Enough for today. . .

Summary

Integrated Direct Marketing

Public Relations

Major functions are:

– Press Relations

– Product Publicity

– Public Affairs

– Lobbying

– Investor Relations

–Development

Evaluates public attitudes

Evaluates public attitudes

Identifies issues of public

concern

Identifies issues of public

concern

Executes programs to gain public acceptance

Executes programs to gain public acceptance

The Role of Public

Relations

The Role of Public

Relations

Major Public Relations Tools

SpecialEvents

SpecialEvents

Written MaterialsWritten

Materials

Corporate Identity Materials

Corporate Identity Materials SpeechesSpeeches

NewsNews

AudiovisualMaterials

AudiovisualMaterials

Public Service

Activities

Public Service

Activities

Web SiteWeb Site

Major Public Relations Decisions

Setting Public Relations ObjectivesSetting Public Relations Objectives

Choosing the Public Relations Messages and Vehicles

Choosing the Public Relations Messages and Vehicles

Implementing the Public Relations PlanImplementing the Public Relations Plan

Evaluating Public Relations ResultsEvaluating Public Relations Results

Publicity

Public information about a company,

good, or service appearing in the

mass media as a news item.

Next….

Review 4th P (Promotion)

Principles of Marketing

Lecture-38