PUBLIC RELATIONS, SALES PROMOTION, PERSONAL SELLING, AND DIRECT AND DIGITAL MARKETING (MGT)

Public Relations (PR)
-consists of activities designed to engage and build good relations with the company’s various publics.
-used to promote products, people, places, ideas, activities, organizations, even states and nations.
-Marketers use PR to build good relations with consumers, investors, the media, and their communities.
-Strengths of PR include lower cost, consumer engagement and participation in the brand’s story and its telling
Personal Selling (PS)
-consists of interpersonal interactions with customers and prospects to make sales and build and maintain customer relationships.
-Sales Promotion involves using short-term incentives to encourage customer purchasing, reseller support, and sales force efforts.
-The marketer’s sales force creates and communicates customer value by personally engaging customers and building customer relationships.
Sales Force
-composed of salespersons.
-Salespersons link the company with its customers by representing the company to them, representing the customers to the company, and earning mutual loyalty.
A key managerial challenge in marketing is…
managing the firm’s sales force
Major steps in Sales Force Management (SFM) are:
-designing sales force strategy and structure
-recruiting and selecting salespeople
-training
-compensating
-supervising
-evaluating
The firm can organize its sales force structure according to:
-territory
-product
-customer
-or a combination of these
Other structural issues include
(a) determining the right sales force size and distribution of accounts among the salespersons
(b) costs involved in the engagement of customers
(c) individual vs. team selling
Recruiting and selecting salespersons
marketers look for people who possess intrinsic motivation, a disciplined work style, the ability to close a sale, and the ability to build personal relationships with current and prospective customers.
Compensating Salespersons
-Fixed amount (typically a salary)
-Variable amount (typically commissions based on sales)
-Expenses (to be used in nurturing sales relationships
-Fringe benefits
Social Selling
Using online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance has changed marketing dramatically.
Selling Process
-Prospecting and qualifying
-Pre-approach
-Approach
-Presentation and demonstration
-Handling objections
-Closing the sale
-Follow-up
Prospecting and Qualifying
The salesperson (or the company) identifies qualified potential customers.
Pre-Approach
A salesperson learns as much as is possible about a prospective customer before making a sales call.
Approach
The salesperson meets the customer for the first time.
Presentation
The salesperson tells the firm’s “value story” to the buyer, showing how the company’s offer will solve the customer’s problem.
Handling Objections
The salesperson seeks out, clarifies, and overcomes any customer objections to buying.
Closing the Sale
The customer places an order.
Presentation
The salesperson follows up with the customer after the sale to ensure customer satisfaction and repeat business.
3 types of sales promotion
-Consumer promotions
-Trade promotions
-Business promotions
Consumer Promotions
to urge short-term customer buying or boost customer brand involvement.
Trade Promotions
to get retailers to carry new items and more inventory, buy ahead, or promote the company’s product.
Business Promotions
to generate business leads, stimulate purchases, reward customers, and motivate salespeople.
Direct and Digital Marketing (DDM)
-Involves engaging directly with carefully targeted individual consumers and customer communities to obtain an immediate response and build long-lasting customer relationships.
-Used to be catalog companies, direct mailers, telemarketers, etc., but now includes online travel companies, etc.
Direct and Social Media Marketing (DSMM)
Involves using digital marketing tools such as websites, social media, mobile apps and ads, online video, e-mail, and blogs that engage consumers anywhere, anytime via their digital devices.
Multichannel Marketing
involves marketing both through stores, other traditional offline channels, and through digital, online, social media, and mobile channels.
Online Marketing
Involves marketing via the Internet using company websites, online ads and promotions, e-mail, online video and blogs.
Branded Community
websites that present brand content which engages consumers and creates customer communities around a brand
Viral Marketing
digital word-of-mouth marketing that includes the use of videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends
Social Media Marketing (SMM)
Involves independent and commercial online communities where people digitally congregate, socialize, and exchange views and information.
Mobile Marketing (MM)
Involves marketing messages, promotions, and other content delivered to on-the-go consumers through mobile phones, smartphones, tablets, and other mobile devices.
Traditional Direct Marketing (TDM)
Involves direct mail and catalog marketing, telemarketing, direct-response television marketing, and kiosk marketing.
Types of Traditional Direct Marketing (TDM)
-Direct-mail marketing
-Catalog Marketing
-Telemarketing
-Direct-Response Television Marketing
-Kiosk Marketing
Direct Mail Marketing
Marketing that occurs by sending an offer, an announcement, a reminder, or other item directly to a person at a particular address.
Catalog Marketing
Marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores or presented online.
Telemarketing
Using the telephone to sell directly to customers.
Direct-Response Television Marketing
Direct marketing via television, including direct-response TV advertising (infomercials) and interactive TV (iTV) advertising.
Kiosk Marketing
Where kiosks automatically dispense products.
Public Policy Issues in DDM
-Irritation, unfairness, deception, and fraud
-Consumer privacy