MKTG 101 Week 12

MKTG101 Marketing Fundamentals Week 12 Marketing Communications II MKTG101 2005 Week 12 1 PR disasters • • • • • • • • • AWB enquiry David Hicks enquiry Private Jake Kovco Sheik Hilaly Dianne Brimble Milton Orkopolous Big Brother Marcus Enfield Mel Gibson MKTG101 2005 Week 12 2 PR issues • Brand leveraging using PR • Technology & PR – Blogs, SEO, Webcasts, Podcasts, K (knowledge) Logs, Webconferencing, • PR and ethics – access, process, truth, disclosure MKTG101 2005 Week 12 3 Public Relations - PR Building good relations with the company‟s various publics that mainly comprise: Customers Suppliers OBL’s, NCU’s and BS’s & Citizens Intermediaries Governments MKTG101 2005 Week 12 4 PR Company‟s look for: favourable publicity, building up a good „corporate image‟, and handling or heading off unfavourable rumours stories or events eg Dell Laptops and the problems with Sony batteries. So the main Objective is: Achieving favourable coverage of the company or its products in media not paid for by the sponsor MKTG101 2005 Week 12 5 Defining PR Non-bought space/time – watch “sponsorship” Standard (Spun) message despatched by sender “Uncontrolled” message but watch “Spindoctoring” „Unidentified‟ sponsor – watch “Politicing” MKTG101 2005 Week 12 6 Public Relations tools Product Publicity Corporate Communications Spin-doctoring Special Events Public Service Activities Tools of Public Relations Lobbying Materials MKTG101 2005 Week 12 7 Sales Promotion A sales promotion campaign: a short term initiative (POS, POP) designed to boost sales. This is usually done by increasing the perceived built-in value of the product mix on a temporary basis – usually at the point of sale or at the main meeting with the potential buyer. MKTG101 2005 Week 12 8 Sales promotion cont.d This is achieved by a short-term boost to the product‟s normal customerperceived value: Benefits Costs Value MKTG101 2005 Week 12 Increased benefits and/or Reduced cost equals Augmented value 9 PUSH and PULL Strategies Manufacturer Demand Channel Demand Consumer Marketing Activities Manufacturer Demand Channel Demand Consumer Marketing Activities MKTG101 2005 Week 12 10 Sales promotion objectives Overall: to build Consumer Franchise (ownership) – here the consumer promotes the brand‟s positioning Specific campaign objectives: – entice new customers to try the product – NCU‟s – lure customers away from competitors – OBL‟s & BS‟s – load up customers‟ pantries – repeat purchase – hold and reward loyal customers – BL‟s MKTG101 2005 Week 12 11 Sales promotion tools Contests and games of skill and chance POS/POP (Point of Sale; Point-of-Purchase Give Samples Redeemable coupons Sales Promotion tools Rewarding Patronage Cash-back offers Advertising Specialties Premiums MKTG101 2005 Week 12 Cents-off deals or Price Packs 12 Assessment of Sales Promo Overall: Did the firm achieve its objectives & within the time span and budget set in corp/strat plan Specifically/quantitatively, like: net improvement in sales due to the promotion alone and the time over which the improvement was sustained MKTG101 2005 Week 12 13 Personal selling is usually:Paid presentation – salesperson‟s salary Personal presentation – F2F usually Flexible message – changes as the circumstances of the sale change Identified sponsor – company is known MKTG101 2005 Week 12 14 Personal selling process The Opening Dealing with Objections Negotiation Need Identification Closing the Sale Presentation & Demonstration MKTG101 2005 Week 12 Follow up 15 The Opening Solid preparation – Identify key customer expectations, history, background facts Rapport – Analyse clues to confirm, supplement preparation – Identify the type of person you are dealing with – Adjust your presentation to ensure they remain comfortable MKTG101 2005 Week 12 16 Need Identification • Do not make statements at this stage • Ask focused questions • Gather specific description of need • Match offering with need MKTG101 2005 Week 12 17 Presentation and Demonstration Match offering point-for-point with the needs specification Present your solution to the problem and demonstrate why it is the best solution MKTG101 2005 Week 12 18 Dealing with Objections • Do not argue • Remain focused • Remain positive • Clarify objections • Endeavour to turn the objection into a positive MKTG101 2005 Week 12 19 Negotiation Price $,000 Seller wants 12 Possible Price Range 10 8 Buyer wants MKTG101 2005 Week 12 20 Closing Look for signals – No further objections – Agreement on price – Change in questioning – Consultation Ask for the order or otherwise close the interview MKTG101 2005 Week 12 21 Follow-up Always Deliver on your promises there is great Virtue in holding to your promises. MKTG101 2005 Week 12 22 Ethical issues Deception Exploitation Manipulation Intimidation MKTG101 2005 Week 12 23