Session 32  MG 220 MBA - 2 Dec 10
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Session 32 MG 220 MBA - 2 Dec 10

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Session 32
MG 220 Marketing Management
MBA 10

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