Professional Documents
Culture Documents
,promotion Mix
,promotion Mix
Module-1
Sender
Encoding
Channel
Decoding
Receiver
Channel
Target Audience
Persuading
Preference Liking
Knowledge Awareness
Attention
Interest
Desire
Action
Available Funds
$$$
PushandPull Strategies
Objective: To Remind
To remind consumers that Peter Pan peanut butter is the creamiest peanut butter and is available at their nearest grocery and convenience stores
Arbitrary Allocation
Public Relations
Personal Selling
Sales Promotion
Direct marketing
Scientific Musical
Slice-of-Life Lifestyle
Demonstration
Spokesperson/ Testimonial
Mood or Image
Humorous
Post-tests
Examples: Recognition tests Recall tests Attitude measures Audience size measurement
Public Relation:
The Tools of Public Relations New Product Publicity
Product Placement
Customer Satisfaction Phone Lines Consumer Education Event Sponsorship Issue Sponsorship Web Sites
Competitors customers People who buy a competitors product most or all of the time Brand switchers People who buy a variety of products in the category
Price buyers People who consistently buy the least expensive brand
Premiums
Push Money
Training
Free Merchandise
Personal selling:
Advantages of Personal Selling
Detailed Information
Message Control
Targeted
Relationship Selling
Sell advice, assistance, and counsel Focus on improving the customers bottom line Considers sales planning as top priority Spend most contact time attempting to build a problem-solving environment with the customer Conduct discovery in the full scope of the customers operations Team approach to the account Proposals and presentations based on profit impact and strategic benefits to the customer Sales follow-up is long term, focused on long-term relationship enhancement
Source: Robert M. Peterson, Patrick L. Shul, and George H. Lucas, Jr., Consultative Selling: Walking the Walk in the New Selling Environment, National Conference on Sales Management, Proceedings, March 1996.
Making the Sales Approach Making the Sales Presentation Handling Objections Closing the Sale Following Up
Manage Turnover
Direct marketing:
Database Management
Thank You