Part 7:Communicating Value<br />> Sales Promotion: SKIM<br />> Events & Experiences: SKIM<br />> Public Relations: SKIM<br...
Sales Promotion<br />Major Decisions<br />Establishing objectives<br />Selecting Consumer Promotion Tools<br />Selecting T...
Events & Experiences<br />Events Objectives<br />To identify with a particular target  market or life style<br />To increa...
Public Relations<br />Functions of PR<br />Press Relations<br />Product Publicity<br />Corporate Communicati0ons<br />Lobb...
Direct Marketing<br />Direct Mail Marketing<br />Carpet Bombing<br />Database Marketing<br />Interactive Marketing<br />Re...
Managing Sales Force<br />Managing Sales force<br />Recruiting<br />Training<br />Supervising<br />Motivating<br />Evaluat...
Principles of Personal Selling<br />Steps in Personal Selling Process<br />MG 220 Marketing Management<br />7<br />
Thank you!<br />END OF SEMESTER SESSIONS<br />
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Session 32 MG 220 MBA - 2 Dec 10

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Session 32
MG 220 Marketing Management
MBA 10

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Session 32 MG 220 MBA - 2 Dec 10

  1. 1. Part 7:Communicating Value<br />> Sales Promotion: SKIM<br />> Events & Experiences: SKIM<br />> Public Relations: SKIM<br />> Direct Marketing: SKIM<br />> Interactive Marketing: SKIM<br />> Managing the Sales Force: SKIM<br />> Principles of Personal Selling: SKIM<br />Quiz 9 (Part 7: Chap 17)<br />Class Presentation | Session 30 | 1 Dec 2010<br />
  2. 2. Sales Promotion<br />Major Decisions<br />Establishing objectives<br />Selecting Consumer Promotion Tools<br />Selecting Trade Promotion Tools<br />Selecting Business and Sales Force Promotion Tools<br />Developing the Program<br />Pretesting, Implementing, Controlling and Evaluating the Program<br />MG 220 Marketing Management<br />2<br />
  3. 3. Events & Experiences<br />Events Objectives<br />To identify with a particular target market or life style<br />To increase awareness of company or product name<br />To create or reinforce consumer perceptions of key brand image associations<br />To enhance corporate image dimensions<br />To create experiences and evoke feelings<br />To express commitment to the community or on social issues<br />To entertain key clients or reward key employees<br />To permit merchandising or promotional opportunities<br />Major Decisions<br />Choosing Event Opportunities<br />Designing Sponsorship Programs<br />Measuring Sponsorship Activities<br />MG 220 Marketing Management<br />3<br />
  4. 4. Public Relations<br />Functions of PR<br />Press Relations<br />Product Publicity<br />Corporate Communicati0ons<br />Lobbying<br />Counseling to management about public issues<br />Marketing Public Relations<br />Successor of publicity – taking editorial space for product<br />Key tasks<br />Assisting in launch of new products<br />Assisting in Repositioning of a mature product<br />Building interest in a product category<br />Influence of specific target groups<br />Defending products that have encountered public problems<br />Building the corporate image in a way that reflects favorably on its products<br />Major Decisions in MPR<br />Establishing Objectives<br />Choosing messages and Vehicles<br />Implementing the plan and evaluating the results<br />MG 220 Marketing Management<br />4<br />
  5. 5. Direct Marketing<br />Direct Mail Marketing<br />Carpet Bombing<br />Database Marketing<br />Interactive Marketing<br />Real-time personalized Marketing<br />Lifetime value Marketing<br />Catalog Marketing<br />Sending catalogs to customers as a way of selling (Metro)<br />Telemarketing<br />Other media<br />Direct-response advertising (in main channels)<br />At Home shopping channels<br />MG 220 Marketing Management<br />5<br />
  6. 6. Managing Sales Force<br />Managing Sales force<br />Recruiting<br />Training<br />Supervising<br />Motivating<br />Evaluating<br />Sales Force Compensation<br />Fixed<br />Variable<br />Expenses/Allowances<br />Benefits<br />Most or Least Rewarding<br />MG 220 Marketing Management<br />6<br />
  7. 7. Principles of Personal Selling<br />Steps in Personal Selling Process<br />MG 220 Marketing Management<br />7<br />
  8. 8. Thank you!<br />END OF SEMESTER SESSIONS<br />
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