BUS 343 Chapter Notes - Chapter 13: Sales Promotion, Personal Selling, Marketing Management

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: All

Document Summary

Chapter 13 communicating customer value: advertising and public relations. Impersonal lacks direct persuasiveness of company salespeople: one-(cid:449)a(cid:455) (cid:272)o(cid:373)(cid:373)u(cid:374)i(cid:272)atio(cid:374) (cid:449)ith a(cid:374) audie(cid:374)(cid:272)e; audie(cid:374)(cid:272)e does(cid:374)"t feel it has to pa(cid:455) atte(cid:374)tio(cid:374, can be costly. Personal selling: pros, most effective tool at certain stages of the buying process, particularly in building up (cid:271)u(cid:455)er"s prefere(cid:374)(cid:272)es, (cid:272)o(cid:374)(cid:448)i(cid:272)tio(cid:374)s, a(cid:374)d a(cid:272)tio(cid:374)s. Sales promotion: pros, attract customer attention, offer strong incentives to purchase, can be used to dramatize product offers and boost sagging sales, cons. Invite and reward quick response: short lived, often not as effective as advertising or personal selling in building long-run brand preference and customer relationships. Public relations: pros, believable, can reach many prospects who avoid salespeople and advertisements message is (cid:862)(cid:374)e(cid:449)s(cid:863) rather tha(cid:374) a sales-directed communication, dramatize company or product. Direct and digital marketing: pros, more targeted. Public relations: may perform any or all of the following functions, press relations or press agency, product publicity, public affairs, lobbying.