Public Relations, Sales Promotion, Personal Selling

gabonesedestructionDéveloppement de logiciels

17 févr. 2014 (il y a 3 années et 1 mois)

49 vue(s)

Public Relations,

Sales Promotion,


Personal Selling

Public Relations


Attempts to influence the attitudes and
perceptions of consumers, stockholders, and
other stakeholders toward companies,
brands, politicians, celebrities, not
-
for
-
profit
organizations


Do something good, then talk about it

Objectives of Public Relations


Introducing new products to manufacturers


Introducing new products to consumers


Influencing government legislation


Enhancing the image of a city, region, or
country


Calling attention to a firm’s involvement
with the community

Planning a PR Campaign

Develop Objectives

Execute the PR Campaign

Evaluate the Campaign

PR Campaign Strategy


Statement of objectives


Situation analysis


Specification of target audiences, messages
to be communicated, specific program
elements to be used


Timetable and budget


Discussion of how the program will be
evaluated

Press Release Types


Timely topics


Research project stories


Consumer information

Sponsorships


PR activities through which companies
provide financial support to help fund an
event in return for publicized recognition of
the company’s contribution


Examples:


Olympics


NASCAR

Measuring Effectiveness of PR Efforts


In
-
house assessment


Awareness and Preference Studies


Counting of press clippings


Impression counts

Sales Promotion


Programs that marketers design to build
interest in or encourage purchase of a
product or service during a specified time
period

Sales Promotions by Target


Consumers (pull)


Coupons


Samples


Contests


Bonus packs


Premiums


Rebates


Frequency programs


Brand placement



Trade (push)


Trade shows


Incentive programs


POP displays


Push money


Promotional products


Cooperative
promotions

Brand Placements


Practice of integrating specific products and
brands into filmed entertainment


name brand product is used as a prop or set in TV show
or movie


increase brand awareness and image


3 types of brand placements


visual
-

brand can be observed on set


verbal
-

actor mentions brand by name


hands
-
on
-

actor uses or interacts with product

Sales promotion alternatives

Personal Selling


Occurs when a company representative
contacts a prospect directly regarding a
product


Critical for many push strategies, B2B
products, products that are complex and
expensive, and product requiring a
“personal touch”

Types of Salespeople


Order takers


Technical specialists


Missionary salespeople


Team selling


Order getters

How outside order
-
getting salespeople spend their
time each week

Approaches to Personal Selling


Transactional Marketing: The Hard Sell


Relationship Selling


Winning customers


Keeping customers


Developing customers

The Selling Process

Stages and objectives of the personal selling process

U.S. salesforce composition and change

Sales Management


Process of planning, implementing, and
controlling the personal selling function


Setting Sales Force Objectives


Creating a Sales Force Strategy


Recruiting, Training, Rewarding Salespeople


Evaluating the Sales Force


The Sales Force Management Process

Organizing the sales force by customer

Organizing the sales force by product

Organizing the sales force by geography

Sales Force Compensation


Straight commission plan


Commission
-
with
-
draw plan*


Straight salary compensation plan


Quota
-
bonus plan

* Commission draws may or may not be
recoverable


Sales Compensation Examples

Category
Base
Bonus/
Commission
Total
Executive
$71,693
$36,966
$108,572
Top
Performer
$70,832
$56,687
$125,844
Mid-Level
$46,563
$42,515
$88,734
Low-Level
$36,906
$20,569
$57,571
Average
$53,293
$31,441
$84,004
Sales Compensation by Industry

Industry

Compensation

Computer Software and
Services

$115,680

Professional Services

$87,678

Manufacturing

$74,139

Telecommunications

$115,576



Sales Incentives


Leisure trips/ travel


Merchandise/ gifts


Recognition dinners


Plaques/ awards


Cash


Cars, memberships, expense treatment