BUS 343 Lecture Notes - Crisis Management, Direct Marketing, Mobile Marketing

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: Robert Krider

Document Summary

A direct contact between a firm"s representative and a customer, involving a range of communication activities: features two way communication, flexible message content. Pushy sales person: transactional marketing putting on the hard sell, relationship selling countering the tarnished image. Seeking to develop a mutually satisfying relationship with the customer so that they can work together to satisfy each other"s needs. A good salesperson can be an inexpensive source of customer information ie, a form of market research: public relationships. Communication strategies to build good relationships with an organization"s stakeholders. Goal here is to not make a sale but to establish a good relationship: annual reports, crisis management are part of public relations, direct marketing. Communication method that expects a response from customers. Expecting them to purchase a product from you. The bright side: database marketing: sales promotion. Short-term incentives or programs to encourage the trial, purchase or sale of a product or service: contests, coupons, and rebates.