Marketing communication
mix I
Direct marketing
Direct marketing tools
Vending
Online tools
Mass media campaigns
Telemarketing
Mobile marketing
Email Marketing
Mailing/ Direct mail
Bulk mail/ Leafleting/ Flyer distribution
Value to the commercialized products
Promotional techniques and sales techniques
Communication system with the customer
It provides privacy
Continuos relationship with the customer
It allows marketers to focus on each segment
Mass marketing and direct marketing
Customer databases
It focuses on actions
Measurable and controllable results
Inmediatte response
Personalized messages
Selection of the target audience
Direct communication
Response from the target audience
Mass marketing
The customer is unknown
Focus on attitude, knowlegde or desire
Indirect variables of the actions
Medium and long term
Impersonal communication
Indiscrimminate target audience
Large audience though the mass media
One-way communicating
Individualized messages
Communicate directly with the company and consumers
Communicating information on a product, service....
Type of promotion
Sales promotion
Sales promotions tools
4. Consumers
Loyalty cards
Demonstrations
Testing
Free gifts
Money off coupons or discount vouchers
Complementary products
Larger amount for the same prize
Sales or discounts
3. Prescribers
Invitations to congreses, training workshops
and conferences
Visits of factories
Technical documentation and catalogues
Gifts
Free samples
2. Sellers
Bonuses for the achievement of certain objectives
Honorary distinctions
Prizes, tips, etc
Sales contest
1. Intermediaries
Copperative promotion
Organize visits to the factory
Free samples and products
Grant discounts or premiums
Competitions, contest and award prizes
Attendance on fairs, conventions and exhibitions
Characteristics
Cycle
7. Decision review and evaluation
6. Implement the decision
5. Selecting an option
4. Assess the evidence
3. Evaluation of alternatives
2. Information gathering
1. Need recognition
Be used un short periods of time
Increase sales quickly
Making an improved commercial offer
The incentive seeks to modify or reinforce the purchasing
behaviour
Short- term tactic to increase sales
Process of persuading a potential customer
Public relations
Public Relations tools
D. Internal relations
C. Actions to create, maintain or improve the image
B. Sponsorship and patronage
A. External communications and media relations
Characteristics of PR
The message is more credible
The performance should be unique
It is aimed at recipients with diverse interest
It makes indirect sales propositions
Commercial results
It aims to build trust
It carries out planned and convenient
organized actions
Purpose of PR
It is suitable to:
Ethical and socially accepted
Highlight competitive advantages
Is not convenient to:
Rectify actions
Correct erros
Solve problems
Achieve, maintain, and regain acceptance
Experts in media relations
Benefitial relationship between
organizations and their public
Strategic communication
Personal Selling
Process
4. Creation of a customer
relationship
B. Follow-up of the commercial
operation and after-sales service
A. Making available
3. Transaction
B. Formalisation of the transaction
A. Closing of the transaction
2. Product presential or
sales meeting
C. Farewell
B. Information exchange
A. Contact with the customer
1. Sales Planning
D. Contact and arragement of visits
C. Preparation of the action plan
B. Search and evaluation
of prospect
A. Customer analysis
Characteristic
High cost
Close commercial operations
Select the recipients of commercial messages
Allows communication with the buyer
Very flexible
Purpose
Collect information and transmit it to
the departments
Modify attitudes toward products
or services
Provide the goods and services
Persuade buyers to make a decision
Inform about goods and services
Direct the needs of the buyers
Seek new business opportunities
Definition
Interpersonal
communication
Instrument of
communication
