MKT IV UNit18-21
MKT IV UNit18-21
Personal selling
:process, bene ts and
limitations, new trends
Use of technology
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Personal selling
Personal selling is the interpersonal arm of the
promotion mix.
In many cases, salespeople ser ve both masters - the seller and the buyer.
The rst step in the selling process is prospecting - identifying quali ed potential customers.
Salespeople need to know how to qualify leads: that is, how to identify the good ones and
screen out the poor ones
Preapproach
Before calling on a prospect, the salesperson should learn as much as possible about the
organization (what it needs, who is involved in the buying) and its buyers (their
characteristics and buying styles).
Approach
During the approach step, the salesperson should know how to meet and greet the buyer, and
get the relationship off to a good start. The salesperson's appearance, his or her opening
lines and the follow-up remarks have a great deal of impact on relationship building in this
early phase of the sales process.
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Presentation and Demonstration
presentation
The step in the selling process in which the salesperson tells the produce 's tory' Co the buyer, showing
how the product will make or save moneyfor the buyer.
The presentation is that step in the selling process where the salesperson tells the product 's tory' to the
buyer, showing how the product will make or save money. The salesperson describes the product
features, but concentrates on presenting citsturner bene ts.
Handling Objections
Customers almost always have objections during the presentation or when asked to place an order. The
problem can be either logical or psychological, and objec- tions are often unspoken.
Closing
After handling the prospect's objections, the salesperson now tries to close the sale. Some salespeople do
not get around to closing or do not handle it well. They may lack con dence, feel guilty about asking for
the order or fail to recognize the right moment to close the sale.
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THREE IDIOTS
https://youtu.be/wkFS7lNnEMA?t=174
Unit 20-21
PR and Publicity
· bene ts and limitations, strategy and
tactics
· media management – pro ling target
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PUBLIC RELATIONS
By obtaining favourable publicity, building up a good 'c orporate
image' and handling or heading off unfavourable rumours, stories
and events.
The old name for marketing public relations was publicity, which
was seen simply as activities to promote a company or its
products by planting news about it in media not paid for by the
sponsor, Public relations (PR) is a much broader concept that
includes publicity as well as many other activities.
Public affairs. Building and maintaining local, national and international relations.
Lobbying. Building and maintaining relations with legislators and government of cials to
in uence legislation and regulation.
• Public relations can have a strong impact on public awareness at a much Lower cost
than advertising. The company does not pay for the space or time in the media.
Rather, it pays for a staff to develop and circulate information and to manage
events.
PR too! is special events, ranging from news conferences, press tours, grand openings and
rework displays to laser shows, hot-air balloon releases, multimedia presentations and
star-studded spectaculars designed to reach and interest target publics.
Audiovisual materials, such as lms, slide-and-sound programmes and video and audio
cassettes, are being used increasingly as communication tools.
Corporate-identity materials aiso help create a corporate identity that the public
immediately recognizes. Logos, stationery, brochures, signs, business forms, business cards,
buildings, uniforms and even company cars and trucks make effective marketing tools
when they are attractive, distinctive and memorable.
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TACTICS
Companies might improve public goodwill by contributing money and time to public service
activities: campaigns to raise funds for worthy causes - for example, to ght illiteracy,
support the work of a charity, or assist the aged and handicapped - help to raise public
recognition.
Sponsorship is any vehicle through which corporations gain public relations exposure. In
Europe, the sponsorship industry is growing, with many rms commit- ting huge sums of
money around the world to the sponsorship of sport and the arts because it makes good
sense as a marketing tool (see Marketing Highlight 19.4).
A company's Web site can also be a good public relations vehicle. Consumers and members of
other publics can visit the site for information and entertainment.
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MEDIA Management & Pro le
Targeting
Increasingly, companies - high-media-pro le organizations such as banks, food, chemicals and
pharmaceutical rms - are investing in longer-term media tracking to help public relations
managers to design and implement more effective PR programmes.
They employ specialist media analysis and evaluation agencies or PR consultants to conduct in-
depth media analyses that go a long way from mere counting or press cuttings and measuring
column inches.
Instead, the analyses, which include coverage in both electronic and print media, identify issues
and public perceptions about the organization's reputation, products and ser vices and those of
their competitors, as well as tracking legislative initiatives.
provide in-depth analyses of media coverage and public opinion. The information helped the
company deliver a strategic counter-attack once management under- stood the issues
embedded in the crisis: who the opposition was and the nature of its agenda.
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