This document provides an overview and summary of key marketing communication tools, including sales promotion, events and experiences, public relations, direct marketing, interactive marketing, and managing the sales force. For each topic, it outlines major decisions involved, such as establishing objectives, selecting tools, and measuring effectiveness. It also summarizes the steps in the personal selling process and principles of managing a sales force, such as recruiting, training, motivating, and compensating representatives.

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