1 INtroduction & Understanding MM

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MARKETING MANAGEMENTMarketing Management is a business discipline which is focused on the practical application of marketing techniquesand the management of a rm's marketing resources and activities. Rapidly emerging forces of globalization havecompelled rms to market beyond the borders of their home country making International marketing highly signicantand an integral part of a rm's marketing strategy.!" Marketing managers are often responsible for in#uencing thelevel$ timing$ and composition of customer demand accepted denition of the term. In part$ this is because the role ofa marketing manager can vary signicantly based on a business' size$ corporate culture$ and industry conte%t. &ore%ample$ in a large consumer products company$ the marketing manager may act as the overall general manager ofhis or her assigned product " (o create an e)ective$ cost*e+cient Marketing management strategy$ rms must

possess a detailed$ ob,ective understanding of their own business and the market in which they operate.-"

In analyzingthese issues$ the discipline of marketing management often overlaps with the related discipline of strategic planning.

STRUCTURE, UNDERSTANDING MM

(raditionally$ marketing analysis was structured into three areas /ustomer analysis$ /ompany analysis$and /ompetitor analysis 0so*called 1-/s1 analysis2. More recently$ it has become fashionable in some marketing circlesto divide these further into certain ve 1/s1 /ustomer analysis$ /ompany analysis$ /ollaborator analysis$ /ompetitoranalysis$ and analysis of the industry /onte%t.

/ustomer analysis is to develop a schematic diagram for market segmentation$ breaking down the market into variousconstituent groups of customers$ which are called customer segments or market segmentation's. Marketing managerswork to develop detailed proles of each segment$ focusing on any number of variables that may di)er among thesegments demographic$ psycho graphic$ geographic$ behavioral$ needs*benet$ and other factors may all bee%amined. Marketers also attempt to track these segments' perceptions of the various products in the market usingtools such as perceptual mapping.

In company analysis$ marketers focus on understanding the company's cost structure and cost position relative tocompetitors$ as well as working to identify a rm's core competencies and other competitively distinct companyresources. Marketing managers may also work with the accounting department to analyze the prots the rm isgenerating from various product lines and customer accounts. (he company may also conduct periodic brand audits toassess the strength of its brands and sources of brand equity.3"

(he rm's collaborators may also be proled$ which may include various suppliers$ distributors and other channelpartners$ ,oint venture partners$ and others. 4n analysis of complementary products may also be performed if suchproducts e%ist.

Marketing management employs various tools from economics and competitive strategy to analyze the industryconte%t in which the rm operates. (hese include 5orter's ve forces$ analysis of strategic groups of competitors$ valuechain analysis and others.6" 7epending on the industry$ the regulatory conte%t may also be important to e%amine indetail.

In /ompetitor analysis$ marketers build detailed proles of each competitor in the market$ focusing especially on their

relative competitive strengths and weaknesses using89:( analysis. Marketing managers will e%amine eachcompetitor's cost structure$ sources of prots$ resources and competencies$ competitive positioning and productdi)erentiation$ degree of vertical integration$ historical responses to industry developments$ and other factors.

Marketing management often nds it necessary to invest in research to collect the data required to perform accuratemarketing analysis. 4s such$ they often conduct market research 0alternately marketing research2 to obtain thisinformation. Marketers employ a variety of techniques to conduct market research$ but some of the more commoninclude

;ualitative marketing research$ such as focus groups

;uantitative marketing research$ such as statistical surveys


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• Price

• Place (distribution)

• Promotion

•

The term "marketing mix" became popularized after eil ! #orden published his $%&' article The Concept of the Marketing Mix

#orden began using the term in his teaching in the late $%'*s after +ames ,ulliton had described the marketing manager as a"mixer of ingredients"These four P*s are the parameters that the marketing manager can control sub-ect to the internal and external constraints of themarketing en.ironment The goal is to make decisions that center the four P*s on the customers in the target market in order tocreate percei.ed .alue and generate a positi.e response

Product Decisions (he term 1product1 refers to tangible$ physical products as well as services. =ere are some e%amples of the product decisions to bemade

• >rand name

• &unctionality

• 8tyling

• ;uality

• 8afety

• 5ackaging

• Repairs and 8upport

• 9arranty

• 4ccessories and services

Pri"e De"isions8ome e%amples of pricing decisions to be made include

• 5ricing strategy 0skim$ penetration$ etc.2

• 8uggested retail price

• ?olume discounts and wholesale pricing

• /ash and early payment discounts

• 8easonal pricing

• >undling

• 5rice #e%ibility

• 5rice discrimination

Distri#$tion (P%a"e! De"isions7istribution is about getting the products to the customer. 8ome e%amples of distribution decisions include


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• 7istribution channels

• Market coverage 0inclusive$ selective$ or e%clusive distribution2

• 8pecic channel members

• Inventory management

• 9arehousing

• 7istribution centers

• :rder processing

• (ransportation

• Reverse logistics

Pro&otion De"isionsIn the conte%t of the marketing mi%$ promotion represents the various aspects of marketing communication$ that is$ thecommunication of information about the product with the goal of generating a positive customer response. Marketing communication

decisions include

• 5romotional strategy 0push$ pull$ etc.2

• 4dvertising

• 5ersonal selling @ sales force

• 8ales promotions

• 5ublic relations @ publicity

• Marketing communications budget

Market Seg&entation (he division of a market into di)erent homogeneous groups of consumers is known as &arket seg&entation.

Rather than o)er the same marketing mi% to vastly di)erent customers$ market segmentation makes it possible forrms to tailor the marketing mi% for specic target markets$ thus better satisfying customer needs. Aot all elements ofthe marketing mi% are necessarily changed from one segment to the ne%t. &or e%ample$ in some cases only thepromotional campaigns would di)er.

4 market segment should be

• measurable

• accessible by communication and distribution channels

• di)erent in its response to a marketing mi%

• durable 0not changing too quickly2

• substantial enough to be protable

4 market can be segmented by various bases$ and industrial markets are segmented somewhat di)erently fromconsumer markets$ as described below.

http://www.quickmba.com/marketing/mix/http://www.quickmba.com/marketing/mix/http://www.quickmba.com/marketing/mix/


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(wo important factors to consider when selecting a target market segment are the attractiveness of the segment andthe t between the segment and the rm's ob,ectives$ resources$ and capabilities.

Attra"ti*eness o a Market Seg&ent

(he following are some e%amples of aspects that should be considered when evaluating the attractiveness of a marketsegment

•

8ize of the segment 0number of customers andBor number of units2

• Crowth rate of the segment

• /ompetition in the segment

• >rand loyalty of e%isting customers in the segment

• 4ttainable market share given promotional budget and competitors' e%penditures

• Required market share to break even

•8ales potential for the rm in the segment

•


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• Se%e"ti*e se"ia%i.ation* this is a multiple*segment strategy$ also known as a di)erentiated strategy.7i)erent marketing mi%es are o)ered to di)erent segments. (he product itself may or may not be di)erent * inmany cases only the promotional message or distribution channels vary.

• Pro/$"t se"ia%i.ation* the rm specializes in a particular product and tailors it to di)erent marketsegments.

• Market se"ia%i.ation* the rm specializes in serving a particular market segment and o)ers that segment

an array of di)erent products.

• $%% &arket "o*erage * the rm attempts to serve the entire market. (his coverage can be achieved bymeans of either a mass market strategy in which a single undi)erentiated marketing mi% is o)ered to theentire market$ or by a di)erentiated strategy in which a separate marketing mi% is o)ered to each segment.

4 rm that is seeking to enter a market and grow should rst target the most attractive segment that matches itscapabilities. :nce it gains a foothold$ it can e%pand by pursuing a product specialization strategy$ tailoring the productfor di)erent segments$ or by pursuing a market specialization strategy and o)ering new products to its e%isting marketsegment.

4nother strategy whose use is increasing is in/i*i/$a% &arketing$ in which the marketing mi% is tailored on anindividual consumer basis. 9hile in the past impractical$ individual marketing is becoming more viable thanks toadvances in technology

PRICING STRATGIES

Pri"ing is the process of determining what a company will receive in e%change for its products. 5ricing factors are

manufacturing cost$ market place$ competition$ market condition$ and quality of product. 5ricing is also a key variable

in microeconomic price allocation theory. 5ricing is a fundamental aspect of nancial modeling and is one of the four

5s of the marketing. (he other three aspects are product$ promotion$ and place. 5rice is the only revenue generating

element amongst the four 5s$ the rest being cost centers.

5ricing is the manual or automatic process of applying prices to purchase and sales orders$ based on factors such as a

%ed amount$ quantity break$ promotion or sales campaign$ specic vendor quote$ price prevailing on entry$ shipment

or invoice date$ combination of multiple orders or lines$ and many others. 4utomated systems require more setup and

maintenance but may prevent pricing errors. (he needs of the consumer can be converted into demand only if the

consumer has the willingness and capacity to buy the product. (hus pricing is very important in marketing.

(here are many ways in which the price of a product can be determined. (he following are the foremost strategies thatbusinesses are likely to use./ompetition*based pricing

8etting the price based upon prices of the similar competitor products.

/ompetitive pricing is based on three types of competitive product

5roducts have lasting distinctiveness from competitor's product. =ere we can assume

(he product has low price elasticity.

(he product has low cross elasticity.

(he demand of the product will rise.

5roducts have perishable distinctiveness from competitor's product$ assuming the product features aremedium distinctiveness.

5roducts have little distinctiveness from competitor's product. assuming that

(he product has high price elasticity.

http://en.wikipedia.org/wiki/Financial_modelinghttp://en.wikipedia.org/wiki/Financial_modelinghttp://en.wikipedia.org/wiki/Financial_modelinghttp://en.wikipedia.org/wiki/Four_Pshttp://en.wikipedia.org/wiki/Four_Pshttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Cost_centrehttp://en.wikipedia.org/wiki/Pricehttp://en.wikipedia.org/wiki/Pricehttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Competitorhttp://en.wikipedia.org/wiki/Cross_elasticity_of_demandhttp://en.wikipedia.org/wiki/Financial_modelinghttp://en.wikipedia.org/wiki/Four_Pshttp://en.wikipedia.org/wiki/Four_Pshttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Cost_centrehttp://en.wikipedia.org/wiki/Pricehttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Competitorhttp://en.wikipedia.org/wiki/Cross_elasticity_of_demand


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(he product has some cross elasticity.

Ao e%pectation that demand of the product will rise.

Cost-%$s ri"ing

/ost*plus pricing is the simplest pricing method. (he rm calculates the cost of producing the product and adds on apercentage 0prot2 to that price to give the selling price. (his method although simple has two #awsD it takes noaccount of demand and there is no way of determining if potential customers will purchase the product at thecalculated price.

(his appears in forms$ &ull cost pricing which takes into consideration both variable and %ed costs and adds a Emarkup. (he other is 7irect cost pricing which is variable costs plus a E markup$ the latter is only used in periods ofhigh competition as this method usually leads to a loss in the long run.

Crea&ing or ski&&ing

8elling a product at a high price$ sacricing high sales to gain a high prot$ therefore FskimmingG the market. Hsuallyemployed to reimburse the cost of investment of the original research into the product commonly used in electronicmarkets when a new range$ such as 7?7 players$ are rstly dispatched into the market at a high price. (his strategy isoften used to target 1early adopters1 of a product or service. (hese early adopters are relatively less price*sensitivebecause either their need for the product is more than others or they understand the value of the product better thanothers. (his strategy is employed only for a limited duration to recover most of investment made to build the product. (o gain further market share$ a seller must use other pricing tactics such as economy or penetration. (his method cancome with some setbacks as it could leave the product at a high price to competitors.

0i&it ri"ing

4 limit price is the price set by a monopolist to discourage economic entry into a market$ and is illegal in manycountries. (he limit price is the price that the entrant would face upon entering as long as the incumbent rm did notdecrease output. (he limit price is often lower than the average cost of production or ,ust low enough to make enteringnot protable. (he quantity produced by the incumbent rm to act as a deterrent to entry is usually larger than wouldbe optimal for a monopolist$ but might still produce higher economic prots than would be earned under perfectcompetition. (he problem with limit pricing as strategic behavior is that once the entrant has entered the market$ thequantity used as a threat to deter entry is no longer the incumbent rm's best response. (his means that for limitpricing to be an e)ective deterrent to entry$ the threat must in some way be made credible. 4 way to achieve this isfor the incumbent rm to constrain itself to produce a certain quantity whether entry occurs or not. 4n e%ample of thiswould be if the rm signed a union contract to employ a certain 0high2 level of labor for a long period of time.

0oss %ea/er0oss 0ea/er1 >asic /oncept In the ma,ority of cases$ this pricing strategy is illegal under


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/ontribution margin*based pricing ma%imizes the prot derived from an individual product$ based on the di)erencebetween the product's price and variable costs 0the product's contribution margin per unit2$ and on oneGs assumptionsregarding the relationship between the productGs price and the number of units that can be sold at that price. (heproduct's contribution to total rm prot 0i.e.$ to operating income2 is ma%imized when a price is chosen thatma%imizes the following 0contribution margin per unit2 " 0number of units sold2.

Ps"ho%ogi"a% ri"ing

5ricing designed to have a positive psychological impact. &or e%ample$ selling a product at K-.L6 or K-.LL$ rather thanK3.

Dna&i" ri"ing

4 #e%ible pricing mechanism made possible by advances in information technology$ and employed mostly by Internetbased companies. >y responding to market #uctuations or large amounts of data gathered from customers * rangingfrom where they live to what they buy to how much they have spent on past purchases * dynamic pricing allows onlinecompanies to ad,ust the prices of identical goods to correspond to a customerGs willingness to pay. (he airline industryis often cited as a dynamic pricing success story. In fact$ it employs the technique so artfully that most of thepassengers on any given airplane have paid di)erent ticket prices for the same #ight.

Pri"e %ea/ershi

4n observation made of oligopic business behavior in which one company$ usually the dominant competitor amongseveral$ leads the way in determining prices$ the others soon following.

Target ri"ing

5ricing method whereby the selling price of a product is calculated to produce a particular rate of return on investment

for a specic volume of production. (he target pricing method is used most often by public utilities$ like electric andgas companies$ and companies whose capital investment is high$ like automobile manufacturers.

(arget pricing is not useful for companies whose capital investment is low because$ according to this formula$ theselling price will be understated. 4lso the target pricing method is not keyed to the demand for the product$ and if theentire volume is not sold$ a company might sustain an overall budgetary loss on the product.

A#sortion ri"ing

Method of pricing in which all costs are recovered. (he price of the product includes the variable cost of each item plusa proportionate amount of the %ed costs. 4 form of cost plus pricing

2igh-%o3 ri"ing

Method of pricing for an organization where the goods or services o)ered by the organization are regularly pricedhigher than competitors$ but through promotions$ advertisements$ and or coupons$ lower prices are o)ered on keyitems. (he lower promotional prices are targeted to bring customers to the organization where the customer is o)eredthe promotional product as well as the regular higher priced products. -"

Margina%-"ost ri"ing

In business$ the practice of setting the price of a product to equal the e%tra cost of producing an e%tra unit of output.>y this policy$ a producer charges$ for each product unit sold$ only the addition to total cost resulting from materialsand direct labor. >usinesses often set prices close to marginal cost during periods of poor sales. If$ for e%ample$ anitem has a marginal cost of K!. and a normal selling price is K.$ the rm selling the item might wish to lower theprice to K!.! if demand has waned. (he business would choose this approach because the incremental prot of !cents from the transaction is better than no sale at all.

A/*ertisingA/*ertising is a form of communication used to persuade an audience 0viewers$ readers or listeners2 to take someaction with respect to products$ ideas$ or services. Most commonly$ the desired result is to drive consumer behaviorwith respect to a commercial o)ering$ although political and ideological advertising is also common

MA5R DECISI5NS 6The i*e M o A/*ertising In developing a program$ marketing managers mustalways start by identifying the target market and the buyerGs motives. (hen they can make the ve ma,or decisionsin developing an advertising program$ known as the ve MGs$ viz.

• Mission1 what are the advertising ob,ectivesN

• Mone1 how much can be spentN

• Message1 what message can be sentN

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• Me/ia1 what media should be used

• Meas$re&ent1 how should the results is evaluatedN

Mission or Setting the A/*ertising 5#7e"ti*es4dvertising :b,ectives can be classied as to whether their aim is

To inor&1 (his aim of 4dvertising is generally true during the pioneering stage of a product category$ where theob,ective is building a primary demand.

(his may include

• (elling the market about a new product

• 8uggesting new uses for a product

• Informing the market of a price change

• Informing how the product works

• 7escribing available services

• /orrecting false impressions

• Reducing buyers

Setting the A/*ertising )$/get5rgani.ations $se se*era% &etho/s or /eter&ining a/*ertising #$/gets in"%$/ing1

Per"entage o Sa%es

9hat is 4)ordable

>est Cuess /ompanies entering new markets often lack knowledge of how much advertising is needed to achievetheir ob,ectives. In cases where the market is not well understood$ marketers may rely on their best ,udgment.

8hat /o a/*ertisers &ean # strateg9

4dvertisers create messages to accomplish specic ob,ectives$ a process called strategicplanning. 4dvertisers determine what you want accomplished$ decide on strategies to go about accomplishing$ andimplementing tactics which make the plan come to life. 4dvertising involves many di)erent strategies.

!. &irst there must be a strategic business plan that deals with the broadest decisions made by theorganization.

. Ae%t advertisers have marketing strategies that will identify key advantages for the product or rm in themarketplace.

-. Jastly there are advertising strategy decisions that are made which are crucial to all advertising situations.

3. 4dvertisers must set ob,ectives and identify the target audience.

6. (he advertising product must be compared to competing products features.

O. (he product must be positioned so that it is welcomed in the marketplace by consumers.

P. &inally the advertisers must create a brand image and personality for the product.

http://drypen.in/advertising/mission-or-setting-the-advertising-objectives.htmlhttp://drypen.in/advertising/mission-or-setting-the-advertising-objectives.html


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AD:ERTISING E:A0UATI5N

:nce the advertising campaign is over$ companies normally evaluate it compared to the establishedgoals. 4n e)ective tactic in measuring the usefulness of the advertising campaign is to measure the pre*and post*sales of the company's product.In order to make this more e)ective$ some companies divide up the country into regions and run theadvertising campaigns only in some areas. (he di)erent geographic areas are then compared0advertising versus non advertising2$ and a detailed analysis is performed to provide an evaluation of thecampaign's e)ectiveness. 7epending on the results$ a company will modify future advertising e)orts in

order to ma%imize e)ectiveness.

Sa%es ro&otion is one of the four aspects of promotional mi%. 0(he other three parts ofthe promotional mi% are advertising$ personal$ and publicityBpublic relations.2 Media and non*media

marketing communication are employed for a pre*determined$ limited time to increase consumer

demand$ stimulate market demand or improve product availability. uilding 5roduct 4wareness

/reating Interest

5roviding Information

8timulating 7emand

Reinforcing the >rand

(ools of 8ales 5romotion

ree Sa&%es

&ree samples are a no*risk way for a customer to try a new product before making a buying decision. 4common method used by manufacturers is to send a small package of a new laundry detergent tohouseholds via postal mail. (he manufacturer typically includes coupons as a way to encouragepurchases in the future.

Pro&otiona% Perio/s

4 promotional period allows a customer to use a product for free for a specied period of time$ such as- days. (elevision infomercials use promotional or guarantee periods as an inducement to purchase aproduct. If the buyer takes no action to cancel the purchase or return the product during the promotionalperiod$ the customer is billed automatically or a charge is made to her credit card.

5oint of 5urchase 7isplays

• 5oint of purchase displays is used in retail stores to catch the attention of a shopper. (he selectedproducts may be sale items but may also be seasonal or high*demand merchandise. (he displaysare built in a prominent location such as on an aisle end or at the front of the store near the

http://bbamba.info/Articles/Advertising/Advertising.htmlhttp://en.wikipedia.org/wiki/Promotional_mixhttp://en.wikipedia.org/wiki/Promotional_mixhttp://en.wikipedia.org/wiki/Promotional_mixhttp://en.wikipedia.org/wiki/Promotional_mixhttp://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Competitionhttp://en.wikipedia.org/wiki/Competitionhttp://en.wikipedia.org/wiki/Couponhttp://en.wikipedia.org/wiki/Couponhttp://en.wikipedia.org/wiki/Freebie_marketinghttp://en.wikipedia.org/wiki/Loss_leaderhttp://en.wikipedia.org/wiki/Point_of_purchasehttp://en.wikipedia.org/wiki/Premium_(marketing)http://en.wikipedia.org/wiki/Prize_(marketing)http://en.wikipedia.org/wiki/Product_samplehttp://en.wikipedia.org/wiki/Product_samplehttp://en.wikipedia.org/wiki/Product_samplehttp://en.wikipedia.org/wiki/Rebate_(marketing)http://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Retailerhttp://en.wikipedia.org/wiki/Retailerhttp://en.wikipedia.org/wiki/Consumerhttp://en.wikipedia.org/wiki/Consumerhttp://bbamba.info/Articles/Advertising/Advertising.htmlhttp://en.wikipedia.org/wiki/Promotional_mixhttp://en.wikipedia.org/wiki/Promotional_mixhttp://en.wikipedia.org/wiki/Publicityhttp://en.wikipedia.org/wiki/Public_relationshttp://en.wikipedia.org/wiki/Competitionhttp://en.wikipedia.org/wiki/Couponhttp://en.wikipedia.org/wiki/Freebie_marketinghttp://en.wikipedia.org/wiki/Loss_leaderhttp://en.wikipedia.org/wiki/Point_of_purchasehttp://en.wikipedia.org/wiki/Premium_(marketing)http://en.wikipedia.org/wiki/Prize_(marketing)http://en.wikipedia.org/wiki/Product_samplehttp://en.wikipedia.org/wiki/Product_samplehttp://en.wikipedia.org/wiki/Rebate_(marketing)http://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Distribution_(business)http://en.wikipedia.org/wiki/Retailerhttp://en.wikipedia.org/wiki/Consumer


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entrance. (he store may also place signs at the product's normal shelf locations.

8ales

• 4 sale is a reduction in the price of a product for a specied period of time. 8ales are used bymanufacturers to gain new users or to increase market share. (hey also generate tra+c in aretail establishment. 8ales can result in o)*season purchases that normally would not occur$ suchas a hardware store o)ering snow blowers at 6 percent o) in the middle of summer.

Rebates and /oupons• Rebates provide customers with a return of their purchase price$ such as when a cell phone

manufacturer o)ers a mail*in rebate for the purchase of a new phone. /oupons provide areduction in the price of a product and are applied during the sales transaction. /oupons can befound in newspaper supplements or even on product packages.

2o3 to De*e%o a Sa%es Pro&otion

!. Jist your product's attributes. &ocus on the features that make your product di)erentfrom similar products. =ere are some e%amples Qour product possesses a specic benetthat competing products lackD your product comes in a popular larger sizeD or yourproduct has ,ust been praised by a ma,or celebrity. 4ll of these positive qualities can beused to promote and increase sales of your product.

. efore you can 1pull away from the pack$1 you need tosee where the pack is running. Jook at local advertisements$ point of purchase o)ers andother promotional tactics your competition is using to sell similar products. If possible$make a few anonymous visits to gauge the product's sales for yourself.

3. 7evelop a 1win*win1 sales promotion. Hsing the information you've gathered about yourproduct$ market and competitors$ develop a sales promotion that benets both theretailer and the customer. =ere are two e%amples 7evelop a customer loyalty cardprogram with a truly e%ceptional reward for completing the loyalty card 0e.g.$ a certicatefor a free massage from a health product manufacturer2. 4nother 1win*win1 salespromotion may o)er a complete bicyclist clothing package with the purchase of a higherend bicycle.

6. Inform and enthuse your employees. 4 key element of a successful sales promotion is the

contagious attitude of employees toward the product. If they use and love the product$they will be happy to communicate that value to the customers.

O. 7evelop criteria for the promotion's success. >efore you implement the sales promotion$identify a quantitative measure of its success. (his achievement might come in the formof higher sales dollars$ new customers signed up for a long*term service plan or otherob,ective criteria.

P. Implement the promotion. &irst$ ensure that you have plenty of the targeted product onhand. Ae%t$ highlight the product 0and the promotional enticement2 with store graphicsand promotional supplies provided by the manufacturer. Make sure the product's benetsare communicated by the displays and by your employees. :ne unconventional tactic isto hire an outgoing costumed version of the product$ station her in the parking lot andtask her with waving customers into the store.

P$#%i" re%ations (PR! a eld concerned with maintaining a public image for businesses$ non*

prot organizations or high*prole people$ such as celebrities and politicians.

P$#%i" Re%ations Too%s - PR

PRINT MEDIA Most of the e)orts chapters make in public relations are through forms of print media$

primarily newspapers. (hese are usually the most visible outlets on college campuses$ especially school

newspapers$ and in the local community.

PRESS RE0EASE (he press release is the most common material provided to media outlets.

(hese documents provide a brief$ yet thorough$ description of an upcoming activity$ whether it is rush or

http://www.ehow.com/health/http://www.ehow.com/health/http://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Non-profit_organizationhttp://en.wikipedia.org/wiki/Non-profit_organizationhttp://en.wikipedia.org/wiki/Celebritieshttp://en.wikipedia.org/wiki/Politicianhttp://drypen.in/public-relations/public-relations-tools-pr.htmlhttp://drypen.in/public-relations/public-relations-tools-pr.htmlhttp://www.ehow.com/health/http://en.wikipedia.org/wiki/Businesshttp://en.wikipedia.org/wiki/Non-profit_organizationhttp://en.wikipedia.org/wiki/Non-profit_organizationhttp://en.wikipedia.org/wiki/Celebritieshttp://en.wikipedia.org/wiki/Politicianhttp://drypen.in/public-relations/public-relations-tools-pr.html


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a service pro,ect.

P25T5GRAP2S (here are usually two types of photographs in publicity portrait shots$ where

people pose for the camera and smile$ and candidGs$ where the sub,ects are doing something.

CASES 2IST5RIES; STUDIES /ase studies which show a good image of the company are shared with

the mediaB investors$ community etc. >ooks on Making of 4soka$ Making of Jagan$ 4mitabh >acchan* 4

book by aya >achchan


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8E)SITE

4 chapter website should not only be designed to serve as a resource for members$ but it should also

present a positive message to nonmembers ,ust 1browsing through. >rief descriptions of chapter history$

past pro,ects and activities$ and long*standing relationships with other organizations may give an

outsider a positive impression of the fraternity. Jike the newsletter$ information for members shouldn't

,ust inform$ it should also encourage involvement and develop enthusiasm.

E-MAI0 (oday$ this has become the most common method used for communication between fraternity members.

It can also be used to promote a chapter to fellow students and others$ but it should be used carefully.

AUDI5 AND :ISUA01

(his division includes any audio or audioBvisual presentation or program which serves a 5ublic Relations

ob,ective. 4udio presentation. 4ny sound*only program$ including telephone hot lines and other recorded

messages$ radio programs$ public service announcements and audio news releases. 4udioB?isual

5resentation. 4ny internal or e%ternal audio*visual presentation using still illustrations$ with or without

sound$ using one or more pro,ectors. &ilm :r ?ideo. 4ny lm or video which presents information to an

organization's internal audiences.

NE8S AND PU)0ICIT

1 INtroduction & Understanding MM

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