Page 269 - DMGT408DMGT203_Marketing Management

Marketing Management/Essentials of Marketing

Notes 2. Public relations can have a strong impact on public awareness at a much lower cost than
advertising.
3. Despite its potential strengths, public relations often is described as a marketing stepchild
because of its limited and desultory use. However, this may be changing. Many companies
today are looking for public relations to take a more active role in marketing and promotion
planning. Marketing public relations departments are being formed to lay greater emphasis
on this important activity.

Public Relations Tools

1. Major Public Relations Tools: Major tools include:
(a) News
(b) Speeches
(c) Special events
(d) Written materials (such as annual reports, brochures, articles, company newsletters,
and magazines)
(e) Audiovisual materials (such as films, slide-and-sound programs, video and audio
cassettes)
(f) Corporate identity materials (such as logos, stationery, brochures, signs, business
forms, business cards, buildings, uniforms, and company cars and trucks).
2. Companies also improve public relations by contributing time and money to public
service and other Corporate Image Building activities.
Self Assessment

State whether the following statements are true or false:
11. Publicity and public relations are one and the same things.
12. Company annual report is an important public relations tool used.

11.4 Personal Selling

Personal selling occurs where an individual salesperson sells a product, service or solution to a
client. Salespeople match the benefits of their offering to the specific needs of a client. Today,
personal selling involves the development of longstanding client relationships.
In comparison to other marketing communications tools such as advertising, personal selling
tends to:

1. Use few resources
2. The pricing factor is mostly negotiated
3. Products tend to be fairly complex
4. There is some contact between buyer and seller after the sale so that an ongoing relationship
is built
5. Client needs specific information

Personal selling involves a five step selling process. The five stages are:
1. Prospecting
2. Making first contact with the customer

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