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1. Public relation Personal selling Direct marketing Table of content

2. Public relation Personal selling Direct marketing Table of content

3. Case Study Meaning Functions Impact Major tools

4. Meaning Nature Role of sales force Managing sales force Process

5. Meaning Benefits Forms Issues Online marketing

6. Public relation

7. Public relation

8. Function of Public Relation Department Product publicity Press relation Investor relations Public affairs lobbying

9. Function of Public Relation Department Product publicity Press relation Investor relations Public affairs lobbying Publicizing specific products

10. Product publicity Press relation Investor relations Public affairs lobbying Function of Public Relation Department Creating and placing newsworthy information in the news media to attract attention to a person, product, or services.

11. Product publicity Press relation Investor relations Public affairs lobbying Function of Public Relation Department Building and maintaining relations with legislators and government officials to influence legislation and regulations

12. Product publicity Press relation Investor relations Public affairs lobbying Function of Public Relation Department Building and maintaining national or local community relations

13. Product publicity Press relation Investor relations Public affairs lobbying Function of Public Relation Department Maintaining relationship with shareholder and others in the financial community

14. Role of Public Relations 1 Communication Management   2 Reputation Management   3 Resource Management  

15. 4 5 6 Risk Management   Crisis management Issues Management    7 Relationship Management    

16. Major tools of public relations

17. news 1 speeches 2 Special event 3 Audiovisual material 4 Written material 5 Buzz marketing 6

18. Personal presentation by the firm sales force for the purpose of making sales and building customer relationships. For example, colleges use recruiters to attract new students and churches use membership committees to attract new members. Nature of personal selling

19. Nature of personal selling It is a Flexible tool : Personal selling is more flexible than other promotional tools. Salespersons ca see their customer’s reaction to a particular sales approach and make adjustment according to the situation

20. Nature of personal selling It is a Two-Way Communication It is the best tool for two-way communication. Salesman can provide necessary information to customer about company’s offer, and also can collect information from customer. It is a Flexible tool : Personal selling is more flexible than other promotional tools. Salespersons ca see their customer’s reaction to a particular sales approach and make adjustment according to the situation

21. Nature of personal selling It is a Two-Way Communication It is the best tool for two-way communication. Salesman can provide necessary information to customer about company’s offer, and also can collect information from customer. 3. It involves presentation and Persuasion : the salesman through his knowledge tries to present his product to the prospective buyer and tries to persuade the prospective buyer with the help of various skills and techniques It is a Flexible tool : Personal selling is more flexible than other promotional tools. Salespersons ca see their customer’s reaction to a particular sales approach and make adjustment according to the situation

22. The role of personal selling (1) Prospecting  – trying to find new customers (2) Communicating  – with existing and potential customers about the product range (3) Selling  – contact with the customer, answering questions and trying to close the sale (4) Servicing  – providing support and service to the customer in the period up to delivery and also post-sale (5) Information gathering  – obtaining information about the market to feedback into the marketing planning process (6) Allocating  – in times of product shortage, the sales force may have the power to decide how available stocks are allocated 1 2 5 4 3 6

23. The role of personal selling (1) Prospecting  – trying to find new customers (2) Communicating  – with existing and potential customers about the product range (3) Selling  – contact with the customer, answering questions and trying to close the sale (4) Servicing  – providing support and service to the customer in the period up to delivery and also post-sale (5) Information gathering  – obtaining information about the market to feedback into the marketing planning process (6) Allocating  – in times of product shortage, the sales force may have the power to decide how available stocks are allocated 1 2 5 4 3 6 Prospecting  – trying to find new customers

24. The role of personal selling (1) Prospecting  – trying to find new customers (2) Communicating  – with existing and potential customers about the product range (3) Selling  – contact with the customer, answering questions and trying to close the sale (4) Servicing  – providing support and service to the customer in the period up to delivery and also post-sale (5) Information gathering  – obtaining information about the market to feedback into the marketing planning process (6) Allocating  – in times of product shortage, the sales force may have the power to decide how available stocks are allocated 1 2 5 4 3 6 Communicating  – with existing and potential customers about the product range Prospecting

25. The role of personal selling (1) Prospecting  – trying to find new customers (2) Communicating  – with existing and potential customers about the product range (3) Selling  – contact with the customer, answering questions and trying to close the sale (4) Servicing  – providing support and service to the customer in the period up to delivery and also post-sale (5) Information gathering  – obtaining information about the market to feedback into the marketing planning process (6) Allocating  – in times of product shortage, the sales force may have the power to decide how available stocks are allocated 1 2 5 4 3 6 Selling  – contact with the customer, answering questions and trying to close the sale Prospecting Communicating

26. The role of personal selling (1) Prospecting  – trying to find new customers (2) Communicating  – with existing and potential customers about the product range (3) Selling  – contact with the customer, answering questions and trying to close the sale (4) Servicing  – providing support and service to the customer in the period up to delivery and also post-sale (5) Information gathering  – obtaining information about the market to feedback into the marketing planning process (6) Allocating  – in times of product shortage, the sales force may have the power to decide how available stocks are allocated 1 2 5 4 3 6 Servicing  – providing support and service to the customer in the period up to delivery and also post-sale Selling Prospecting Communicating

27. The role of personal selling (1) Prospecting  – trying to find new customers (2) Communicating  – with existing and potential customers about the product range (3) Selling  – contact with the customer, answering questions and trying to close the sale (4) Servicing  – providing support and service to the customer in the period up to delivery and also post-sale (5) Information gathering  – obtaining information about the market to feedback into the marketing planning process (6) Allocating  – in times of product shortage, the sales force may have the power to decide how available stocks are allocated 1 2 5 4 3 6 Information gathering  – obtaining information about the market to feedback into the marketing planning process Servicing Prospecting Communicating Selling

28. The role of personal selling (1) Prospecting  – trying to find new customers (2) Communicating  – with existing and potential customers about the product range (3) Selling  – contact with the customer, answering questions and trying to close the sale (4) Servicing  – providing support and service to the customer in the period up to delivery and also post-sale (5) Information gathering  – obtaining information about the market to feedback into the marketing planning process (6) Allocating  – in times of product shortage, the sales force may have the power to decide how available stocks are allocated 1 2 5 4 3 6 Allocating  – in times of product shortage, the sales force may have the power to decide how available stocks are allocated Information gathering   Prospecting Communicating Selling Servicing

29. Personal presentation by the firm sales force for the purpose of making sales and building customer relationships. For example, colleges use recruiters to attract new students and churches use membership committees to attract new members. Sales force strategy Sales force structure Territorial sales force structure Product sales force structure Customer sales force structure Complex sales force structure Sales force compensation Sales force size

30. Territorial sales force structure Product sales force structure Customer sales force structure Complex sales force structure

31. Territorial sales force structure : a sales force organization that assigns each salesperson to an exclusive geographical territory in which that salesperson sells the company full line. For example Campbell soup uses a territorial structure in which each sales person is responsible for selling the Campbell soup product. Product sales force structure : A sales force organization under which salesperson specialize in selling only a portion of the company products or lines. For example kodak uses different sales forces for its consumer product than for its industrial product. Consumer sales force deals with simple products that are distributed intensively, whereas the industrial sales force deals with complex products that required technical understanding.. Sales force structure

32. Sales force may range in size from only few to tens of thousand. Some sales force are huge for example American Express employees 23,500 U.S salespeople , PepsiCo 36,000 etc. Once the company establishes the number of consumer it want to reach, it can use a workload approach to establish sales force size. this method have 5 steps: 1 Group customers into size classes according to annual sales volume. 2 Establish desirable call frequencies for each customer class. 3 Multiply the number of account in each size class by corresponding call frequency to arrive at the total workload for the country in sales calls per year. 4 determine the average number of calls a sales representative can make per year. 5 divide the total annual calls required by the average annual calls made by sales representative to arrive at the number of sales representative needed. Sales force size

33. Sales force compensation

34. Managing the sales force

35. Process of personal selling

36. Sales Promotion Tools Consumer promotion tool Business promotion tools Trade promotion tools

37. Direct market consists of direct connection with carefully targeted individual consumer to both obtain an immediate response and cultivate lasting customer relationship.

38. Benefits of Direct Marketing

39. Powerful tool for building customer relation Provides low cost product Offers flexibility Benefits to seller

40. Form of Direct Marketing

41. Direct Mail Marketing It involve sending an offer, announcement, reminder, or other item to a person at a particular address

42. Catalog Marketing In catalog marketing, companies may send full-line merchandise catalogs, specialty consumer catalog, and business catalog, usually in print form but sometimes as CDs, videos, or online. For example, click on the shop by catalog link at www.llbean.com and you can flip through the latest L.L. Bean catalog page online.

43. Telemarketing It is the use of telephone and call centers to attract prospects, sell to existing customers, and provide service by taking order and answering questions. It accounts for 22% of all direct marketing driven sales. Marketers use inbound toll free 800 number to receive order from television and print ads, direct mail, or catalog.

44. Direct response television marketing Direct marketing via television including direct response television advertising and home shopping channels. (quality value channel, ShopNBC ) direct marketers air television spots, often 60 or 120 second long which describe a product and give customers a toll free number or Web site for ordering. For example, Dial media ads for Ginsu knives ran for 7 year and sold almost 3m set of knives worth more than $40b .

45. Kiosk marketing As consumer become more and more comfortable with computer and digital technologies, many companies are placing information and ordering machines – called kiosk(in contrast to vending machines, which dispense actual products) in stores, airports, and other locations. In store Kodak, Fuji, and HP kiosk let consumer transfer pictures from memory sticks, mobile phones, and other digital storage devices, edit them and make high quality color prints.

46. New digital technologies Mobile phone marketing Podcast and vodcasts Interactive television

47. Mobile Phone Marketing Mobile Marketing refers to advertising and promotional efforts that target consumers through their mobile devices, such as smartphones and tablets. It cover over 70% of internet traffic originating from mobile devices. Consumers spend an average of 3 hours per day on their smartphones.

48. Podcast and vodcasts Podcasting marketing is a strategy that implies promoting and selling your product or services through audio content. It helps reach new audiences, tell the brand’s story, build authority, and encourage marketing. For example, Volvo sponsors podcast on Autoblog and Absolut vodka buys ads on Podshow programs. Nestle Purina publishes podcasts on animal training and behavioural issues.

49. Interactive Television It also referred to as iTV , combines the appeal and mass audience of traditional TV with the interactive nature of the web. As such, it offer viewers an active entertainment experience and industry players new business opportunities to learn better about and serve their audience and prospective customers.

50. Online marketing Company efforts to market products and services and build customer relationships over the internet.

51. Online marketing domains

52. Example of marketing domains B2C :- It is online marketing selling goods and services online to final consumer. Amazon.com Ethan Allen(furniture company) B2B :- in this marketers use business to business websites, email, online product catalogs online trading networks to reach new business customers. For example :- Infosys, TCS, India Mart, Udaan, Jio mart. C2C:-in this marketing & communication occurs on the web between interested parties over a wide range of products and subjects. For example:- eBay, rentalalic.com C2B:- online exchanges in which consumers search out sellers, learn about their offers and initiate purchases, sometimes even driving transaction terms. For example :- Upwork, Fiverr, scripted.

53. Types of online marketers Click only Click and mortar companies

54. Click only companies These companies operates only online without any brick and mortar market presence. They includes e-tailers, dot-coms that sell product and services directly to final buyer via the internet . For example- amazon.com, Expedia, and wine.com.

55. Click and mortar companies Those companies that have added online marketing to their operations.

56. Setting up for online marketing Creating a web site Placing ads and promotions online Creating web communities