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Premium member Presentation Transcript Slide 1: CHAPTER 14 Public Relations, Sales Promotion and Personal Selling Learning Outcomes : 2 Learning Outcomes Discuss the role of public relations in the promotional mix Define and state the objectives of sales promotion Discuss the most common forms of consumer sales promotion List the most common forms of trade sales promotion LO2 LO3 LO4 LO1 Learning Outcomes : 3 Learning Outcomes Describe personal selling Discuss the key differences between relationship selling and traditional selling List the steps in the selling process LO6 LO7 LO5 Public Relations : 4 Discuss the role of public relations in the promotional mix Public Relations LO1 Public Relations : 5 LO1 Public Relations The element in the promotional mix that: evaluates public attitudes identifies issues of public concern executes programs to gain public acceptance Functions of Public Relations : 6 LO1 Functions of Public Relations Public Relations Tools : 7 LO1 Public Relations Tools Example of Consumer Education : 8 LO1 Example of Consumer Education SOURCE: Diya Gullapalli, “Your Kid’s Teacher: The Bank,” Wall Street Journal, April 8-9, 2006, B1. Corporations are teaching public school students about personal finance. People under age 25 are a fast-growing group for credit card debt increases and bankruptcy. Is it appropriate to use educational materials with a corporate identity? How should financial literacy be taught? Managing Unfavorable Publicity : 9 LO1 Managing Unfavorable Publicity REVIEW LEARNING OUTCOMEThe Role of Public Relations : 10 REVIEW LEARNING OUTCOMEThe Role of Public Relations LO1 Sales Promotion : 11 Define and state the objectives of sales promotion Sales Promotion LO2 Sales Promotion : 12 Sales Promotion LO2 Marketing communication activities, other than advertising, personal selling, and public relations, in which a short-term incentive motivates a purchase. Sales Promotion : 13 LO2 Advertising Sales Promotion Reason to buy Sales Promotion Incentive to buy Sales Promotion : 14 LO2 Sales Promotion Objectives of Sales Promotion : 15 LO2 Objectives of Sales Promotion REVIEW LEARNING OUTCOMEThe Objectives of Sales Promotion : 16 REVIEW LEARNING OUTCOMEThe Objectives of Sales Promotion LO2 Tools for Consumer Sales Promotion : 17 Discuss the most common forms of consumer sales promotion Tools for Consumer Sales Promotion LO3 Tools for Consumer Sales Promotion : 18 LO3 Tools for Consumer Sales Promotion Tools for Consumer Sales Promotion : 19 LO3 Tools for Consumer Sales Promotion Tools for Consumer Sales Promotion : 20 LO3 Tools for Consumer Sales Promotion Tools for Consumer Sales Promotion : 21 LO3 Tools for Consumer Sales Promotion Tools for Consumer Sales Promotion : 22 LO3 Tools for Consumer Sales Promotion Methods of Sampling : 23 LO3 Methods of Sampling Point-of-Purchase Promotion : 24 LO3 Build traffic Advertise the product Induce impulse buying Point-of-Purchase Promotion Online Sales Promotion : 25 Online Sales Promotion LO3 Free merchandise Sweepstakes Free shipping with purchases Coupons Effective Types of Online Sales Promotion REVIEW LEARNING OUTCOMEConsumer Sales Promotion : 26 REVIEW LEARNING OUTCOMEConsumer Sales Promotion LO3 Coupons and rebates Premiums Loyalty marketing programs Contests Sampling P-O-P Online Tools for Trade Sales Promotion : 27 List the most common forms of trade sales promotion Tools for Trade Sales Promotion LO4 Trade Sales Promotion : 28 Trade Sales Promotion LO4 Trade Allowance : 29 LO4 A price reduction offered by manufacturers to intermediaries, such as wholesalers and retailers. Trade Allowance Push Money : 30 LO4 Money offered to channel intermediaries to encourage them to “push” products--that is, to encourage other members of the channel to sell the products. Push Money Benefits of Trade Promotions : 31 LO4 Benefits of Trade Promotions Help manufacturers gain new distribution Obtain wholesaler and retailer support forconsumer sales promotions Build or reduce dealer inventories Improve trade relations REVIEW LEARNING OUTCOMEForms of Trade Sales Promotion : 32 REVIEW LEARNING OUTCOMEForms of Trade Sales Promotion LO4 Personal Selling : 33 Describe personal selling Personal Selling LO5 Personal Selling : 34 LO5 Personal Selling Personal Selling is more important if... Advertising & Sales Promotion are more important if... REVIEW LEARNING OUTCOMEPersonal Selling : 35 REVIEW LEARNING OUTCOMEPersonal Selling LO5 Detailed explanation or demonstration Variable sales message Directed to qualified prospects Controllable adjustable selling costs More effective than other promotion in obtaining sale and gaining customer satisfaction PersonalSellingAdvantages Relationship Selling : 36 Discuss the key differences between relationship selling and traditional selling Relationship Selling LO6 Relationship Selling : 37 LO6 Relationship Selling A sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships. Traditional Selling and Relationship Selling : 38 Traditional Selling and Relationship Selling LO6 REVIEW LEARNING OUTCOME Relationship Selling vs. Traditional Selling : 39 REVIEW LEARNING OUTCOME Relationship Selling vs. Traditional Selling LO6 Steps in the Selling Process : 40 List the steps in the selling process Steps in the Selling Process LO7 Steps in the Selling Process : 41 LO7 Steps in the Selling Process Time Spent in Key Steps of Selling Process : 42 LO7 Time Spent in Key Steps of Selling Process Generating Leads : 43 LO7 Generating Leads Cold Calling : 44 LO7 Cold Calling A form of lead generation in which the salesperson approaches potential buyers without any prior knowledge of the prospects’ needs or financial status. Qualifying Leads : 45 LO7 Qualifying Leads Needs Assessment : 46 LO7 Needs Assessment A determination of the customer’s specific needs and wants and the range of options a customer has for satisfying them. The Consultative Salesperson : 47 LO7 The Consultative Salesperson Developing and Proposing Solutions : 48 LO7 Developing and Proposing Solutions Sales Proposal Sales Presentation Powerful Presentations : 49 LO7 Powerful Presentations Handling Objections : 50 LO7 View objections as requests for information Anticipate specific objections Investigate the objection with the customer Be aware of competitors’ products Stay calm Use the objection to close the sale Handling Objections Closing the Sale : 51 LO7 Closing the Sale Slide 52: Biz Flix Family Man 52 LO7 REVIEW LEARNING OUTCOMESteps in the Selling Process : 53 REVIEW LEARNING OUTCOMESteps in the Selling Process LO7 You do not have the permission to view this presentation. In order to view it, please contact the author of the presentation.