2. Concept
The element in an organization’s marketing mix
that is used to inform, persuade, and remind the
market regarding the organization and/or its
products.
3. Promotional Mix
A company’s total promotion mix—also called
its marketing communications mix—consists of the
specific blend of (a) advertising, (b)public relations,
(c) personal selling, (d)sales promotion, and
(e)direct-marketing tools that the company uses to
persuasively communicate customer value and
build customer relationships.
4. FIVE MAJOR PROMOTIONAL TOOLS
1. Advertising: Any paid form of non-personal
presentation and promotion of ideas, goods, or
services by an identified sponsor.
2. Sales promotion: Short-term incentives to
encourage the purchase or sale of a product or
service.
5. 3. Personal selling: Personal presentation by the
firm’s sales force for the purpose of making sales
And building customer relationships.
4. Public relations (PR): Building good relations
with the company’s various publics by obtaining
favorable publicity, building up a good corporate
image, and handling or heading off unfavorable
rumors, stories, and events.
6. 5. Direct marketing : Direct connections with
carefully targeted individual consumers to both
obtain an immediate response and cultivate
Lasting customer relationships.
7. Advertising
Any paid form of non-personal
presentation and promotion of ideas, goods, or
services by an identified sponsor.
8. Major Advertising Decisions
1. Objectives setting
(a) Communication objectives
(b) Sales objectives
2. Budget decisions
3. Message decisions
4. Media decisions
5. Advertising evaluation
(a) Communication Impact (b) Sales and profit
impact (c) Return on advertising
9. Types of Advertising
On the basis of objectives/ purpose advertising
can be categorized as :
1.Informative Advertising
2.Persuasive Advertising and
3.Reminder Advertising
10. Informative Advertising
- Communicating customer value
- Building a brand and company image
- Telling the market about a new product
- Explaining how a product works
- Suggesting new uses for a product
- Informing the market of a price change
- Describing available services and support
11. Persuasive Advertising
- Building brand preference
- Encouraging switching to a brand
- Changing customer perceptions of product
value
- Persuading customers to purchase now
- Persuading customers to receive a sales call
- Convincing customers to tell others about the
brand
12. Reminder Advertising
- Maintaining customer relationships
- Reminding consumers that the product may
be needed in the near future
- Reminding consumers where to buy the
product
- Keeping the brand in a customer’s mind
during off-seasons.
13. Sales Promotion
Short-term incentives to encourage the
purchase or sale of a product or service.
Whereas advertising offers reasons to buy a
product or service, sales promotion offers
reasons to buy now.
14. Major Sales Promotion Tools
Consumer promotions include a wide range of
tools—from samples, coupons, refunds,
premiums, and contests, and event
sponsorships.
15. Personal Selling
Personal presentations by the firm’s sales
force for the purpose of making sales and
building customer relationships.
Personal selling is one of the oldest professions in
the world. The people who do the selling
go by many names, including salespeople, sales
representatives, agents, district managers,
sales consultants, and sales engineers.
16. Salesperson
An individual representing a company to
customers by performing one or more of
the following activities:
-prospecting,
-communicating,
-selling,
- servicing,
-information gathering, and
-relationship building
17. Major Steps in Sales Force
Management
1. Designing sales force strategy and structure
(a) Territorial sales force structure
(b) Product sales force structure
(c) customer sales force structure
2. Recruiting and selecting salespeople
3. Training salespeople
4. Compensating salespeople
5. Supervising salespeople
6. Evaluating salespeople
18. Steps in the Selling Process
The selling process consists of seven steps:
1. Prospecting and qualifying,
2. Pre-approach,
3. Approach,
4. Presentation and demonstration,
5. Handling objections,
6. Closing, and
7. Follow-up
