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Marketing Principles > Week 9 > Flashcards

Week 9 Flashcards

1
Q

Public Relations

A

Building good relationships with the company’s various
publics by obtaining favourable publicity, building up a
good corporate image, and handling or heading off
unfavourable rumours, stories or events.

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2
Q

Public Relations includes

A
  • Press / Media releases
  • Sponsorship
  • Special events
  • Experiential
  • Networking
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3
Q

Public Relations departments

A 
• Press relations or
press agency
• Product publicity
• Public affairs
• Lobbying
• Investor relations
• Development (Not for profit)
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4
Q

Public Relations advantages

A 
• Highly credible
• Able to reach many
prospects
• Can “dramatise” the
message
• Is very effective when
used with other types of
promotion
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5
Q

Public Relations disadvantages

A
  • Tends to be under-utilised

* Used as an after-thought

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6
Q

Public relations uses several tools:

A
  • News
  • Special
  • Written materials
  • Audio visual materials
  • Corporate identity materials
  • Storytelling and engaging using online materials
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7
Q

Publicity

A

Unpaid exposure in the media.

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8
Q

Personal Selling

A

Personal presentation by the firm’s salesforce for the
purpose of making sales and building customer
relationships.

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9
Q

Personal Selling includes

A
  • Sales presentation
  • Trade shows
  • Tele-sales
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10
Q

Personal Selling advantages

A 
• Effective for building
preference, conviction
and action
• Interpersonal
communication
• Retains consumer
interest for longer
• Cost effective in markets
with high ticket items or
where there are few
buyers
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11
Q

Personal Selling disadvantages

A 
• Requires long term
management
commitment
• Cost: US & Australian
companies spend 3 times
as much on personal
selling as on advertising
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12
Q

Salesperson

A

An individual representing a company to customers by performing one or more of the following:

  • Prospecting
  • Communicating
  • Selling
  • Servicing
  • Information gathering
  • Relationship building
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13
Q

The Role of the Salesforce

A

Linking the company with its
customers, and customers with the company

Coordinating sales and marketing

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14
Q

Linking the company with its

customers, and customers with the company

A 
• Identifying sales opportunities
• Managing the buyer-seller
relationship
• Providing customer intelligence
• Carrying out market research
• Promoting the company to its
target market
• Act as customer ‘champions’ inside the company
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15
Q

Coordinating sales and marketing

A

Working together - inter-department

Sales / Marketing relationships

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16
Q

Designing a sales force structure

A

A salesforce can be divided along multiple lines of responsibility

Territorial
Product
Customers
Complex

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17
Q

Territorial

A

Assigns each salesperson to an exclusive geographic area to sell the company’s full line

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18
Q

Product

A

the salesperson specializes in selling only a portion of the

company’s products or lines

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19
Q

Customers

A

the salesperson specializes in selling only a portion of the

company’s products or lines

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20
Q

Complex

A

combining several types of salesforce structures

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21
Q

Salesforce size

Calculating the size of the
sales force

A 
Group accounts into classes
based on size, status or other
factors related to the effort
required to maintain them. Determine the number of
salespeople required to call
on each class of account.
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22
Q

Workload approach in practice

A

Photo 23/9/18

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23
Q

Personal selling process

A
  • Prospecting and qualifying
  • Pre-approach
  • Approach
  • Presentation and demonstration
  • Handling objections
  • Closing
  • Followup
24
Q

Sales Promotions

A

Short-term incentives to encourage the purchase or
sale of a product or service. Sales promotions are usually used together with advertising,
personal selling, direct marketing or other promotion mix tools.

25
Q

Sales Promotions include

A
  • Discounts
  • Coupons
  • Demonstrations
  • Point of sale
  • Incentive programs
  • Merchandising
26
Q

Sales promotion objectives

A

Consumer promotions
Trade promotions
Business promotions

27
Q

Consumer promotions

A

Consumer promotions will urge short-term customer buying

28
Q

Trade promotions

A

Trade promotions include getting retailers to carry new items and
more inventory

29
Q

Business promotions

A

Business promotions are used to generate business leads, reward customers, and motivate sales people.

– For the salesforce, this includes getting support for current or
new products to sign up new accounts

30
Q

Sales Promotion advantages

A 
• Varied tool includes
coupons, POS materials,
premiums and more
• Attracts consumer
attention and provide
incentives to purchase
• Invites and rewards quick
sales
31
Q

Sales Promotion disadvantages

A

• Sales promotion effects
are often short lived
• Not as effective as
advertising or selling

32
Q

Major sales promotion tools

Consumer promotions

A
  • Free samples
  • Premium offers
  • Loyalty programs
  • Contests
  • Coupons
  • Discounts
  • Refunds
  • Rebates
  • Point of purchase
  • Event sponsorship
33
Q

Trade sales promotions

A

Present products to business customers and stimulate the products’
movement through the marketing channel.

34
Q

Trade sales promotions examples

A 
• Conventions and trade shows
• Sales contests for marketing intermediaries
– Gifts and premium money
– Trade allowances
– Cooperative advertising
– Dealer listings
35
Q

Other forms of promotion

A

Ambush marketing
Guerilla marketing
Product placement
Plug

36
Q

Ambush marketing

A

presenting marketing messages at an event

that is sponsored by an unrelated business or a competitor

37
Q

Guerilla marketing

A

tactical use of an aggressive and unconventional marketing approach to grab attention

38
Q

Product placement

A

paid inclusion of products in movies, television shows, video games, songs and books

39
Q

Plug

A

When the media overtly promotes a product within a program rather than as a separate advertisement

40
Q

Developing the sales promotion program

A 
• Decide on the size of the incentive
• Conditions for participation
• Promote and distribute the promotion
• Determine the length of the promotion
• Decide on how the promotion will be evaluated (measure against
the objectives and return on investment)
41
Q

Direct and digital marketing model

A

Direct & digital marketing is interacting directly with carefully targeted individual consumers and communities to obtain an immediate response and build lasting customer relationships Direct marketing and digital or online marketing must be carefully integrated with other elements of the marketing mix. Beyond brand and relationship building, direct and digital marketers usually seek a direct, immediate, and measurable
consumer response. Many companies still use direct and digital marketing as a
supplementary channel or medium. The direct and digital marketing model is rapidly changing the way companies think about building relationships with customers.

42
Q

Benefits of direct and digital marketing to buyers

A 
• Convenient
• Easy
• Private
Access anywhere, anytime
access
43
Q

Benefits of direct and digital marketing to sellers

A 
• Low-cost
• Efficient
• Speedy alternative
• Flexibility
Access to reach more buyers
44
Q

Direct marketing

A

Interacting directly with carefully targeted individual
consumers and communities to both obtain an immediate response and build lasting customer relationships. Companies tailor offers and content to the needs and interests of narrowly defined segments or individual buyers using various methods.

45
Q

Direct marketing includes

A
  • Catalogues
  • Telemarketing
  • Electronic marketing
  • Network marketing
46
Q

Direct Marketing advantages

A 
• Highly personalized form
of communication
• Immediate and
customised
• Interactive
• Suited to highly targeted
communications and
relationship building
47
Q

Direct Marketing disadvantages

A

• Can be ignored
• Getting the frequency
right can be difficult

48
Q

Direct marekting methods

A

Direct print and reproduction

direct response Tv and radio

Telemarketing and telesales

Kiosks and electronic dispensing

49
Q

Direct print and reproduction

A

Mail-outs of letters, product lists, samples, and paper-based and digital
catalogues on CD-ROM or DVD sent to a list or a known database of
customers, or to a targeted group that the marketer wishes to convert to
a database entry.

50
Q

Direct print and reproduction marketing consists of

A

– Direct mail sent to both those the company wish to add as customers, and
– Those who have already responded to previous offers

51
Q

Prediction that traditional forms of direct mail in coming years will decrease

A

Digital forms such as email, online social media and mobile

marketing are faster and lower cost

52
Q

Direct-response television and radio

A

Where commercials are put to air that persuasively describe a product and then give a toll-free number for viewers to call and place an order.

53
Q

Direct-response television and radio

• Often used to

A

– build a database
– make immediate sales
• Often companies employ sales

54
Q

Acquisition media

A

Television and radio are sometimes used along with other media as acquisition media to build a customer database

– Home shopping channels on FTA–TV, and PAY–TV are part of direct and digital marketing categories as consumers click their remotes to interact

55
Q

Telemarketing

A

• Inbound telemarketing - viewers are invited to call a 1800, 0055 or
1300 number and place their order
• Outbound telemarketing - Human telephone operators or
computers with voice recognition capabilities ‘cold call’, seeking an
order or perhaps a donation

56
Q

Direct Marketing - Telesales

A
  • Telesales usually involves a permanent part-time bank of telephone operators who routinely call known customers to take their orders.
  • The only feature differentiating this method from telemarketing is that, in telesales, the calls are routinely made to regular customers, such as retailers
57
Q

Kiosks and electronic dispensing

A
  • Kiosks machines used to provide information and take orders.
  • Electronic dispensing machines (EDMs) dispense and receive cash, as do the EFTPOS machines used by retailers

Marketing Principles (12 decks)

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