Marketing communication
mix I

Definition

Instrument of
communication

Interpersonal
communication

Purpose

Seek new business opportunities

Direct the needs of the buyers

Inform about goods and services

Persuade buyers to make a decision

Provide the goods and services

Modify attitudes toward products
or services

Collect information and transmit it to
the departments

Characteristic

Very flexible

Allows communication with the buyer

Select the recipients of commercial messages

Close commercial operations

High cost

Process

1. Sales Planning

A. Customer analysis

B. Search and evaluation
of prospect

C. Preparation of the action plan

D. Contact and arragement of visits

2. Product presential or
sales meeting

A. Contact with the customer

B. Information exchange

C. Farewell

3. Transaction

A. Closing of the transaction

B. Formalisation of the transaction

4. Creation of a customer
relationship

A. Making available

B. Follow-up of the commercial
operation and after-sales service

Definition

Strategic communication

Benefitial relationship between
organizations and their public

Experts in media relations

Purpose of PR

Achieve, maintain, and regain acceptance

Is not convenient to:

Solve problems

Correct erros

Rectify actions

It is suitable to:

Highlight competitive advantages

Ethical and socially accepted

Characteristics of PR

It carries out planned and convenient
organized actions

It aims to build trust

Commercial results

It makes indirect sales propositions

It is aimed at recipients with diverse interest

The performance should be unique

The message is more credible

Public Relations tools

A. External communications and media relations

B. Sponsorship and patronage

C. Actions to create, maintain or improve the image

D. Internal relations

Definition

Process of persuading a potential customer

Short- term tactic to increase sales

Characteristics

The incentive seeks to modify or reinforce the purchasing
behaviour

Making an improved commercial offer

Increase sales quickly

Be used un short periods of time

Cycle

1. Need recognition

2. Information gathering

3. Evaluation of alternatives

4. Assess the evidence

5. Selecting an option

6. Implement the decision

7. Decision review and evaluation

Sales promotions tools

1. Intermediaries

Attendance on fairs, conventions and exhibitions

Competitions, contest and award prizes

Grant discounts or premiums

Free samples and products

Organize visits to the factory

Copperative promotion

2. Sellers

Sales contest

Prizes, tips, etc

Honorary distinctions

Bonuses for the achievement of certain objectives

3. Prescribers

Free samples

Gifts

Technical documentation and catalogues

Visits of factories

Invitations to congreses, training workshops
and conferences

4. Consumers

Sales or discounts

Larger amount for the same prize

Complementary products

Money off coupons or discount vouchers

Free gifts

Free samples

Testing

Demonstrations

Loyalty cards

Definition

Type of promotion

Communicating information on a product, service....

Communicate directly with the company and consumers

Individualized messages

Mass marketing and direct marketing

Mass marketing

One-way communicating

Large audience though the mass media

Indiscrimminate target audience

Impersonal communication

Medium and long term

Indirect variables of the actions

Focus on attitude, knowlegde or desire

The customer is unknown

Direct marketing

Response from the target audience

Direct communication

Selection of the target audience

Personalized messages

Inmediatte response

Measurable and controllable results

It focuses on actions

Customer databases

Characteristics

It allows marketers to focus on each segment

Continuos relationship with the customer

It provides privacy

Communication system with the customer

Promotional techniques and sales techniques

Value to the commercialized products

Direct marketing tools

Bulk mail/ Leafleting/ Flyer distribution

Mailing/ Direct mail

Email Marketing

Mobile marketing

Telemarketing

Mass media campaigns

Online tools

Vending