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

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