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Marketing & Selling Diploma

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18 Years Experience in Pharmaceutical industry ,
Management, Marketing and Sales in Egypt ,
United Arab of Emirates, Qatar
M MBA from Missouri State University USA
Human resource (HR )Diploma
TOT Cambridge Britain
Diploma
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Business Administration


Stanley :
[ - - -
]


.
:


Behavioral
/
.
Response

 :
[ ] Face to Face Personal
Selling
[ Mass Media ]
.
:
[. ]

/
].

 :

.

.


[

/
]

 Promotion Mix

:





Persuasive
Communication
:
Positive Public Image


/

(
)

( )

Part (I):
1.Promotion Mix.
1.Promotion
2.Personal & nonMix.
personal
elements.

Advertisin
g

3.What is personal
selling?

Personal
Selling

4.Why personal
selling?

Promotio
Sales
n Mix Promotion
Publicity

5.Promotion
Strategies.
/

Part (I):
1.Promotion Mix.
1.Promotion
2.Personal & nonMix.
2. personal
Personal & nonelements.
personal
elements.
3.What is personal
selling?

Advertisin
g
Personal
Selling

4.Why personal
selling?

Promotio
Sales
n Mix Promotion
Publicity

5.Promotion
Strategies.
/

Part (I):
1.Promotion Mix.

2.Personal & non2. personal

Personal & nonelements.
personal
elements.
3.What is personal
3. What is personal
selling?
selling?
4.Why personal
selling?

Advertisin
g
Personal
Selling

Promotio
Sales
n Mix Promotion
Publicity

5.Promotion
Strategies.
/

Types of Promotion
Public Relations

Advertising

Promotion
Mix

Sales Promotion

Personal Selling

Promotion Mix

Sales Promotion

 Sales Promotion


.

:
.I
.II

/

Sales Promotions
Short-term Promotional Activity
Goal: To stimulate consumer buying or cooperation
from distributors and sales agents

Coupons
Point-of-purchase displays
Premiums

Trade shows
Contests

Samples

50%
OFF


.1
.2
.3
.4
.5
.6
.7
.8

Samples
Coupons
Deals
Premiums
Contests
Sweepstakes
Vochures
Point-of-Purchase Displays
/


Allowances & Discounts
) / / )
() Cooperative Advertising

Advantages of Sales
Promotions
Ability to get quick feedback.
Ability to add excitement to what is
being offered by the destination.
Flexible timing.
Efficiency.

Disadvantages of Sales Promotions

Many sales promotions only provide shortterm benefits.

Ineffective in building long-term loyalty for
the destination.
Inability to be used in the long term without
other promotional mix elements.
Often misused by tourism and hospitality
organizations (e.g., coupons).


.1
.2
.3
.4
.5

Promotion Mix

Direct marketing

Promotion Mix

Direct marketing

Publicity and Public Relations

Publicity
When information about a company or product is
communicated to the public via mass media

PRO

CON

Free to the
company

The company
has no control

Public Relations
Company-influenced publicity

Public Relations
Customers

Media

Suppliers
Employees

Educators
Organizatio
n

Stockholders

Investors
Government

Society
/

Public Relations Tools

Company Magazines

Brochures
Annual Reports

Newsletters

Advantages of Public
Relations and Publicity
Relatively low cost.
Effective because not seen as a commercial
message.
Prestige and impressiveness of mass-media
coverage (e.g., feature articles).
Added excitement and dramatization.

.1
.2
.3

.4

Disadvantages of Public Relations

and Publicity
Lack of control over what gets
printed or said.

Advantages of Personal Selling

Ability to close sales.
Ability to hold the prospects attention.
Immediate feedback and two-way
communications.
Presentations can be tailored to the
prospects needs.
Ability to get immediate action.(Involvement
in the decision process )
Lack of distractions
/
Flexibility

Disadvantages of Personal Selling

High cost per contact.

Inability to reach
some customers as
effectively.
/

Comparison of communications
methods
Communication

Ask Bus.

Flexibility

Credibility

Cost

method
Personal selling
Advertising

Sales promotion
Publicity

High

High- /
Medium
moderate

Moderatelow

Low

419

Learning
Objective

Describe the
communication process.

Characteristics of Public
RelationsB. Public Relations
Communication Mode

Usually indirect, non-personal

Communication Control

Moderate to low

Feedback Amount

Little

Feedback Speed

Delayed

Message Flow Direction

One-way

Message Content Control

No

Sponsor Identification

No

Reaching Large Audience

Message Flexibility

Usually fast

/ Usually

no direct control

419

Learning
Objective

Describe the
communication process.

Characteristics of Sales
Promotion
C. Sales Promotion
Communication Mode

Usually Indirect and non-personal

Communication Control
Feedback Amount

Moderate to low
Little to moderate

Feedback Speed

Varies

Message Flow Direction

Mostly one-way

Message Content Control

Sponsor Identification

Yes

Reaching Large Audience

Fast

Message Flexibility

Yes
/
None:

Same message

419

Learning
Objective

Describe the
communication process.

Characteristics of Personal
Selling D. Personal Selling
Communication Mode
Direct and face-to-face

Communication Control

High

Feedback Amount

Much

Feedback Speed

Immediate

Message Flow Direction

Two-way

Message Content Control

Yes

Sponsor Identification

Yes

Reaching Large Audience

Message Flexibility

Slow

Tailored
/

to prospect

Sales ($)

Product Life Cycle and the

Promotional Mix
Maturity
Introduction

Growth

Decline

Time
Light
Heavy use of
Advertising; Advertising;
prePR for
introduction awareness;
publicity
sales
promotion
for trial

Advertising
PR, brand
loyalty;
personal
selling for
distribution

Ads
decrease;
sales
promotion;
personal
selling;
reminder &
persuasive

AD/PR
decrease;
limited
sales
promotion;
personal
selling for
distribution

( )
DR.ELSAYED NASSER

elsayednasser@hotmail.com

elsayed291@yahoo.com
/