BUSI 406_Apr 12

BUSI 406_Apr 12 - Sales Promotions, PR and Personal Selling...

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Sales Promotions, PR and Personal  Selling BUSI 406 Session 26-27 Apr 12-14 2010
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1 2 2 BUSI 406  Spring  2010 Explain how companies use public relations to communicate with  their publics. Discuss the role of a company’s salespeople in creating value for  customers and building customer relationships. Identify and explain the six major sales force management steps. Discuss the personal selling process, distinguishing between  transaction-oriented marketing and relationship marketing. Explain how sales promotion campaigns are developed and  implemented. Rest Stop:   Previewing the Concepts
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1 2 3 BUSI 406  Spring  2010 Public Relations    Building good relations with the firm’s various  publics by obtaining favorable publicity, building up a  good corporate image, and handling or heading off  unfavorable rumors, stories, and events. PR Functions: Press relations or press agency Product publicity Public affairs Lobbying Investor relations Development
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1 2 4 BUSI 406  Spring  2010 Major Public Relations Tools Corporate identity  materials Public service  activities Social networking Company Web site News Speeches Special events Written materials Audiovisual  materials
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1 3 5 BUSI 406  Spring  2010 Personal presentation by the firm’s sales force for  the purpose of making sales and building customer  relationships. Important for focused brand building and long- term customer relationships. The term  salesperson  covers a wide range  of positions: Order taker:  Department store clerk. Order getter:  Demands creative selling and  relationship building. The Nature of Personal Selling
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3 6 BUSI 406  Spring  2010 The Role of the Sales Force Interpersonal interactions between salespeople  and individual customers which may occur: Face-to-face, By telephone, video or Web conferences Personal selling is more effective than  advertising in complex selling situations. Sales force serves as critical link between 
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BUSI 406_Apr 12 - Sales Promotions, PR and Personal Selling...

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