Your SlideShare is downloading. ×
Ch13
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Ch13

185
views

Published on


0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
185
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Marketing Management 2nd Edition Chapter 13: Direct Marketing, Sales Promotion and Public Relations Michael R. Czinkota and Masaaki Kotabe
  • 2. Chapter Outline
    • Pre cision Marketing
    • Direct Marketing Delivery Systems
    • Struct uring the Direct Mail Campaign
    • Telemarketing
    • Sales Promotion: Advantages & Disadvantages
    • Types of Sales Promotion
    • Trade Shows
    • Public Relations
  • 3. Precision Marketing
    • Precision marketing is possible because of:
    • Availability & consolidation of secondary data
    • Point of sale data
      • Electronic point-of-sa le (EPOS)
    • Manipulation data
      • Exp ert systems
  • 4. Direct Marketing Delivery Systems
    • Advantages:
    • Specific targeting
    • Personalization
    • Variation of promotional offer
    • Consumer information
    • Flexibility
    • Circumvention of barriers
    • Disadvantages:
    • High cost
    • Poor quality lists
    • Image problems
  • 5. Structuring the Direct Mail Campaign
    • The direct mail offer
    • The letter
    • Timing
    • Response rates
  • 6. Telemarketing
    • Telemarketing agencies
    • Inbound telemarketing
    • Network marketing
  • 7. Sales Promotion
    • Advantages:
    • Short-term sales increase
    • Defined target audience
    • Defined role/objectives
    • Indirect roles (e.g., wider distribution)
    • Disadvantages:
    • Only short-term
    • Hidden costs
    • Confusion
    • Price cutting
    • Postponement effect
    • Significant government regulation
    • Lack of effectiveness sometimes
  • 8. Types of Sales Promotion Promotional pricing Nonprice promotions Sampling
  • 9. Sales Promotion Promotional Pricing
    • Price reductions
    • Free goods
    • Tied offers
    • Coupons and virtual coupons
    • Cash refund
    • Money off next purchase
    • Loss leader pricing
    • Cheap credit
  • 10. Sales Promotion: Nonprice Promotions
    • Contests
    • Free gifts
    • Self-supporting offers
    • Multibrand promotions
    • Guarantees and services
  • 11. Sales Promotion: Sampling
    • Most effective in the early stages of a new product launch
    • Important for food products
    • Very expensive
  • 12. Trade Shows Maintain relationship Transmit messages to key accounts Remedy problems Add-on sales Selling objectives Nonselling objectives Current customers Potential customers Maintain image Test products Gather competitive intelligence Widen exposure Contact prospects Determine needs Transmit messages Commit to call back or sale Contact prospects Foster image building Test products Gather competitive intelligence
  • 13. Public Relations
    • Media contact
    • News stories
    • Press office
    • Corporate public relations
      • Defensive
      • Proactive