200086 Lecture Notes - Lecture 12: Personal Selling, Ice Bucket Challenge, Kim Kardashian
Week 12)Personal selling and sponsorship marketing
Personal selling- relo focus
Good for b2b
Technology challenges for personal selling:
Higher expectations
Technology avail . to competitors
Increase in demands of customers
CRM-customer rel. Management
Databases
Sales presentation-
Prospective stage-
Document Summary
Public relations refers to variety of tactics aimed to promote beneficial relationships amongst stakeholders of an organisation including: stakeholders,governemt. Whereas, marketing pr focuses on niche issues that affect the relationship between customers and product sales. Marketing pr messages are percieved to be more reputable than pr,as they are reported by journalists and marketing planners. Mpr- more cost effective way of facilitating market success,credible. Rising costs,cynism from consumers-given mpr -greater role in pr. Lower costs by using mpr to gain awareness. Product should have level of uniqueness to provide interest. Specify objectives,brand awareness,brand associations,intention to purchase with post purchase. Discuss the difference between public relations (pr) and marketing public relations (mpr) using examples. Public relations refers to variety of tactics aimed to promote beneficial relationships amongst stakeholders of an organisation including: stakeholders,government. Creating a corporate image and favorable publicity among audiences are the primary objectives of organisation.
