Session 30 MG 220 BBA - 1 Dec 10

MG 220 Marketing ManagementBBA 09 – Sec C

Fall 2010

Muhammad Talha Salam, Asst. [email protected]

Access it online: www.slideshare.net/talhasalam

Part 7:Communicating Value

> Sales Promotion: SKIM> Events & Experiences: SKIM> Public Relations: SKIM> Direct Marketing: SKIM> Managing Sales force: SKIM> Principles of Personal Selling: SKIMQuiz 9 (Part 7: Chap 17)

Class Presentation | Session 30 | 1 Dec 2010

MG 220 Marketing Management 2Access it online: www.slideshare.net/talhasalam

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


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 opportunitiesMajor Decisions• Choosing Event Opportunities• Designing Sponsorship Programs• Measuring Sponsorship Activities


Public Relations

Functions of PR• Press Relations• Product Publicity• Corporate Communicati0ons• Lobbying• Counseling to management about public issuesMarketing 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


Direct Marketing

Direct Mail Marketing• Carpet Bombing• Database Marketing• Interactive Marketing• Real-time personalized Marketing• Lifetime value MarketingCatalog Marketing• Sending catalogs to customers as a way of selling (Metro)TelemarketingOther media• Direct-response advertising (in main channels)• At Home shopping channels


Managing Sales Force

Managing Sales force• Recruiting• Training• Supervising• Motivating• EvaluatingSales Force Compensation• Fixed• Variable• Expenses/Allowances• BenefitsMost or Least Rewarding


Principles of Personal Selling

Steps in Personal Selling Process

MG 220 Marketing Management 7

Prospecting/Qualifying

Pre-Approach

Presentations

Overcoming Objections

Closing

Follow-up

MG 220 Marketing ManagementBBA 09 – Sec C

Fall 2010

Muhammad Talha Salam, Asst. [email protected]


Thank you!

END OF SEMESTER SESSIONS