Principles of marketing: Lecture 38

Principles of marketing: Lecture 38 provide students with knowledge about: other marketing applications through databases; disadvantages; integrated direct marketing; ethical issues in direct marketing; major public relations tools;... Please refer to this lesson for details!

MGT301 Principles of Marketing

Lecture­38

of   Lecture­37

Supervising Salespeople Motivating Salespeople

Evaluating Salespeople

Direct Marketing

Direct Marketing

Better targeting reduces waste

Better targeting reduces waste

Factors Driving  Direct Marketing Growth

Predictive Modeling

Predictive Modeling

Customized Products

Customized Products

Convenience

Fragmented Markets

Fragmented Markets

Shrinking Media Audiences

Shrinking Media Audiences

Price Sensitivity

Forms of Direct Marketing

Direct Mail

Customer Databases

Identifying Prospects

Deciding Which Customers Should

Receive a Particular Offer

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 cross­sell other products to customers

  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

a good “corporate image” and handling or heading off unfavorable rumors, stories and events.

Public Relations

–  Press Relations –  Product Publicity–  Public Affairs

–  Lobbying

–  Investor Relations– Development

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

to earn public understanding and acceptance

Major Public Relations Tools

Special Events

Special Events

Written Materials

Written Materials

Public Service Activities

Web Site

Web Site

Setting Public Relations Objectives

Choosing the Public Relations Messages

and Vehicles

Choosing the Public Relations Messages

and Vehicles

Implementing the Public Relations Plan

Evaluating Public Relations Results

Major Public Relations Decisions

item

Publicity

publicity releases, printing and mailing costs, and related expenses

Enough for today. . .

Summary

Public Relations

–  Press Relations –  Product Publicity–  Public Affairs

–  Lobbying

–  Investor Relations– Development

public acceptance

Executes programs to gain

public acceptance

The Role of Public Relations

The Role of Public Relations

Major Public Relations Tools

Special Events

Special Events

Written Materials

Written Materials

Public Service Activities

Web Site

Web Site

Setting Public Relations Objectives

Choosing the Public Relations Messages

and Vehicles

Choosing the Public Relations Messages

and Vehicles

Implementing the Public Relations Plan

Evaluating Public Relations Results

Major Public Relations Decisions

Publicity

Next….

MGT301 Principles of Marketing

Lecture­38