MARKETING MANAGEMENT SESSION 2
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This document discusses various marketing techniques including sales promotion, personal selling, and direct marketing. It provides details on the objectives, types, and processes involved in each technique. For example, it explains that sales promotion offers short-term incentives to stimulate sales and common types include free samples, price discounts, and contests. Personal selling involves one-on-one presentations to prospective customers, especially for industrial, banking, and real estate products. Direct marketing uses advertising media like direct mail, telemarketing, and mobile marketing to directly contact customers and drive measurable responses.
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MARKETING MANAGEMENT SESSION 2
- 1. Sales Promotion, Personal Selling , Direct Marketing Peshwa Acharya ProfPeshwa@gmail.com
- 2. Sales Promotion • The marketing function which attempts to achieve given objectives by adding the extra , tangible value to a product or service . • Sales promotion offers short term incentives to stimulate sales • Short term
- 3. SP • Trade • Consumer • Sales Force
- 4. Objectives of SP’s • Attract and reward customers • Attract New customers • Deseasonalize • Induce trial of NP • Increase usage / use up • EOL / clearance • Competition • Dealer motivation • Store traffic
- 5. Types of Sales promotions • Free samples • Price off • Premium • Contests / Sweepstakes • Demos • Exchange offers
- 6. Trade Promotion • Off invoice alloawnce • Cash rebates • QPS • Trade coupons • Sales contests • Trade shows • FTS
- 7. Personal selling • Oral presentation in a conversation with one or more prospective purchasers for the purpose of making a sale .
- 8. Where it is important • Industrial / BTB • Banking / Financial • Real estate
- 9. Team selling • Team selling • Relationship selling
- 10. Selling Process • Prospecting • Pre approach • Approach • Sales presentation • Overcoming objections • Closing the sale • Follow up
- 11. 4 types • Postman • Delivery boy • Traditional salesman • Professional salesman
- 12. Successful salesman • Persuasive • Intuitive • High energy • Ability to close sale • Intrinsic motivation • Discipline • Relationships
- 13. Direct marketing • Mass marketing to personal / customized marketing • DM is an interactive system of marketing which uses one or more advertising media to affect a measurable response and or transaction at any location
- 14. DM • Direct mail • Data base marketing • Tele marketing • Direct response advts • Tele shopping • Mobile marketing • EDM • Direct selling
- 15. Internet and E commerce • Paperless exchange of business information using electronic data interchange …refers to internet shopping , soft merchandize selling , BTB transactions etc
- 16. • BTB • BTC
- 17. Reasons for Internet shopping • Saves time / effort • Conevneince • Wider variety / longer tail • Lower prices / discounts • More info • Comparison • Statutory
- 18. Mcommerce • Mobile music • Video / animation • Gaming • Contests/ voting • News alerts • Email • Social network • Transactions / money transfer
- 19. Permission marketing • Direct selling • AMWAY • TUPPERWARE • ORIFLAME • HUL • MODICARE
- 20. Project • Onward Mobility – Promos – Direct marketing