Nov 20 - Promotion Strategy, Part III

Nov 20 - Promotion Strategy, Part III - between buyer and...

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Promotion Strategy, Part 3 November 20, 2009 Instructor: Tamar Milne
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Agenda Personal selling Direct marketing Choosing a promotional mix Cross-promotion For next class. .. 2
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Promotional Mix: Personal Selling Personal selling: promotion via person-to- person communication Face-to-face, telephone, online. .. Customized message for each buyer Relationship selling philosophy: Long-term focus Consultation and problem-solving Team-selling 3
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Action Attention The Sales Process 4 Step 2: Pre-approach Step 3: Presentation & Handling Objections Step 4: Closing Step 5: Follow-up
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Sales Process Exercise “Sell” your dream employer on hiring you Outline your approach using the sales process 5 Action Attention Step 2: Pre-approach Step 3: Presentation & Handling Objections Step 4: Closing Step 5: Follow-up
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Promotional Mix: Direct Marketing Direct marketing: direct communication
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Unformatted text preview: between buyer and seller (excl. personal selling) – Direct mail: targeted communication sent to consumers’ mail – Direct response: media carry the message, and consumers contact sellers directly to buy (e.g. catalogues, infomercials) – Telemarketing, e-commerce – Vending 6 Choosing A Promotional Mix Nature of the target market – Segmentation is critical – Which communication form(s) and media are appropriate? Nature of the product – Convenience, shopping, or specialty? – Product life cycle stage? – Product price/margin? Promotional budget Competitors’ strategies 7 Cross-Promotion Marketing partners share promotional costs – Co-branding: partners closely link their brands on a single product – Co-marketing: partners join together to sell their products in an allied campaign 8 For Next Class. .. Reading: – Chapter 17: Global Marketing (pp 508-511) 9...
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This note was uploaded on 02/14/2010 for the course COMM 296 taught by Professor Dasgupta during the Fall '08 term at UBC.

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Nov 20 - Promotion Strategy, Part III - between buyer and...

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