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Specially for NMIT Students in EDUCITY Oct-Dec 2014
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Marketing Management
MGT 2306Lesson 9
Lesson 9 objectives
• The promotional Mix : Personal Selling
Public Relations
Direct marketing
Personal Selling
• oral presentation • personal - face to face• gain rapport and close the sale
Pro’s and Cons’
√ Most effective tool for building buyers preferences, convictions and actions
√ Personal interaction allows for feedback and adjustments
√ Relationship-oriented√ Buyers more attentiveX Sales force represents long-term
commitmentX most expensive promotional tool
Public Relations
Public relations involves 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
Public relations is used to promote product, people, ideas, and activities
Press relations (akhbar hubungan) or press agency (agensi perhubungan) involves the creation and placing of newsworthy information to attract attention to a person, product, or service
Product publicity involves publicizing specific products
Public affairs (hal ehwal awam) involves building and maintaining national or local community relations
Samples of Publicity
Lobbying (lobi) involves building and maintaining relations with legislators and government officials to influence legislation and regulation
Investor relations (perhubungan pelabur) involves maintaining relationships with shareholders and others in the financial community
Development (Pembangunan) involves public relations with donors or members of nonprofit organizations to gain financial or volunteer support
Public Relations objectives
Save our SHARKS
Public Relations is…..
• Lower cost than advertising (tidak perlu belanja banyak wang)
• Stronger impact on public awareness than advertising. (kesan kuat)
Major Public Relations Tools
News(Berita)
Speeches(Ceramah)
Special events(Acara Istimewa)
Written materials(Bahan cetakan)
Audiovisual materials
Corporate identity materials
Public service activities
(Perkhidmatan awam)
Buzz marketing
Social networking Mobile tour marketing Internet
Pro’s and Cons’
√ Highly credible
√ Many forms : stories, features, events, sponsorships
√ More far-reaching than other promotional mixes
√ Dramatizes company and its benefits
X Often the most underused element in the promotional mix
Direct marketing(Jualan langsung)
• An interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location
Types of Direct Marketing
Pro’s and Cons’
√ 4 distinctive characteristics:
- Non-public
- Immediate
- Customized
- Interactive
√ Well-suited to highly targeted marketing efforts
X Many people treat unsolicited materials as ‘JUNK’
X Environmental Impact (for printed materials)
X Limited Reach & Impact (only for targeted people)