The Marketing Mix Chapter Outline Chapter 8 THE MARKETING MIX ...

Moving potential buyers from interest in product to purchaseExamplesCouponsSweepstakesContestsSales eventsRebatesPublic RelationsFree form of promotion.Publicity - public relations that focuses on news about a company or its products.Should be exploited whenever possible.Media firms often give preferential treatment to companies which are regular purchasers ofadvertising.Preparation of a news release will help ensure that information is reported as accurately andcompletely as possible.Bad publicity should be handled quickly and fairly.Personal SellingDirect, in-person communication between a sales person and potential customer.Personal selling is expensive in terms of expense per customer.Market products to intermediate customers.Market high priced items to consumers.Agribusinesses use personal selling to reach wholesalers, retailers, farmers and ranchers.Need a product that will sell well.For new products, buyer must be convinced that product will be a success.PublicityPublicity - free form of promotion.A. Should be exploited whenever possible.B. Media firms often give preferential treatment to companies which are regular purchasers ofadvertising.C. Preparation of a news release will help ensure that information is reported as accurately andcompletely as possible.D. Bad publicity should be handled quickly and fairly.Personal SellingPersonal selling – direct communication between a sales person and potential customer.Personal SellingA. Personal selling is expensive in terms of expense per customer.1. Market products to intermediate customers.2. Market high priced items to consumers.B. Agribusinesses use personal selling to reach wholesalers retailers, farmers and ranchers.1. Need a product that will sell well.2. For new products, buyer must be convinced that product will be a success.C. For established products salesperson has several tasks.1. Take orders.2. Make sure product is delivered.3. Handle complaints.4. Ensure wholesalers and retailers give product attention in terms of shelf space,advertising, and special sales.5. Supporting materials such as displays.Personal SellingD. Preparation.1. Majority of salesperson's work is done before she sets foot incustomer's door.a. Potential customers must be located.b. Presentation must be planned.c. Materials prepared.Personal Selling