Lecture Principles of Marketing_ Lesson 38_1437638

Lecture Principles of Marketing_ Lesson 38_1437638

MGT301 Principles of Marketing

Lecture-38

of Lecture-37

Supervising Salespeople Motivating Salespeople

Evaluating Salespeople

Direct Marketing

Direct Marketing

Better targeting reduces waste

Breaks

through ad

clutter

Advantages of Direct Marketing

Factors Driving Direct Marketing Growth

Predictive Modeling

Customized Products Convenience

Fragmented Markets

Shrinking Media Audiences

Immediate

Sales

Price Sensitivity

Forms of Direct Marketing

Direct Mail

Customer Databases

Identifying Prospects

Deciding Which Customers Should

Receive a Particular Offer

Deepening Customer Loyalty

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

 Marketing databases can be costly and time consuming.

 Databases need to be carefully planned

 Consumer privacy issues

Disadvantages

 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

Integrated Direct Marketing

Ethical Issues in Direct Marketing

Irritation

to Consumers

Unfairness, Deception,

or Fraud

Invasion

of Privacy

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

Major functions are:

Evaluates public

attitudes

Identifies issues of public concern

Executes programs to gain public acceptance The Role of

Public Relations

The marketing function thatevaluates 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

Special Events Written

Web Site

 New product publicity

Setting Public Relations Objectives

Choosing the Public Relations Messages

and Vehicles

Implementing the Public Relations Plan

Evaluating Public Relations Results

Major Public Relations Decisions

Public information about a company, good, or service

appearing in the mass media as a news item

Publicity

 Stimulation of demand for a good, service, place, idea, person, or organization by unpaid placement

of commercially significant news or favorable

Enough for today .

Integrated Direct Marketing

Summary

Public Relations

Major functions are:

public acceptance The Role of

Public Relations

Major Public Relations Tools

Special Events Written

Web Site

Setting Public Relations Objectives

Choosing the Public Relations Messages

and Vehicles

Implementing the Public Relations Plan

Evaluating Public Relations Results

Major Public Relations Decisions

Public information about a company, good, or service appearing in the mass media as a news item.

Publicity

Review 4th P (Promotion)

Next….

MGT301 Principles of Marketing

Lecture-38