BUS-M 300 Lecture 13Outline of Last Lecture I. Personal SellingII. Types of Selling III. Forms of Personal Selling IV. Stages in personal Selling V. The Follow-UpVI. The Sales Management ProcessVII. Sales Plan FormulationVIII. Sales Plan ImplementationOutline of Current Lecture IX. Integrated Marketing X. What is promotionXI. Push vs. Pull StrategyXII. Determine and Allocate the Total Promotion BudgetXIII. Direct Marketing Current Lecture****EXAM THREE HAS BEEN MOVED TO THURSDAY, APRIL 10!****- Integrated Marketing These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.o IMC is comprised of advertising, sales promotion, personal selling, direct marketing, and public relations.o Communicating with customers is a critical part of a firm’s Customer RelationshipManagement program. The communication process is called Integrated Marketing communications or promotion.o Integrated Marketing (IMC) is a cross-functional process for establishing relationships with customers and other stakeholders using messages from the marketer. o IMC should be designed to inform and persuade the consumer. be integrated or cross-functional because many people and departments help create and maintain relationships through communications; the messages are coordinated to “speak with one voice.” target a variety of different audiences – customers, employees, shareholders, and suppliers.- What is Promotion?o Promotion=the coordination of a marketer’s communication efforts to influence attitudes or behavioro Promotion and its goals It all depends on where the product is in the product life cycle- Push vs. Pull Strategyo Push strategy- Company/producer Tries to Move Products Through the Channel by Convincing Channel Members to Offer, feature, or display those products. Retailer specific  Focus is on the specific retail establishment  Advertising info is directed at the retailero Pull strategy- Company/Producer Tries to Build Desire for Products Among Consumers Who go to Retailers to find These Items. Advertising info is direct at the consumer Focus is on the industry as a whole Encourages consumers to ask retailer for the product- Determine and Allocate the Total Promotion Budgeto Top-Down Budgeting Techniques: Establish the overall amount the organization wishes to spend on promotion activities; then  divide this amount up among advertising, public relations, and other promotional departments. Percentage of Sales method is the most common technique used by companieso Bottom-Up Budgeting Techniques Identify the overall promotional goals, then allocate the promotional budget to accomplish these goals. Objective task method is the most commonly used technique.  A firm defines the specific communication goals if hopes to achieve, such as increasing by 20% the number of consumers who are aware the firms brand.- Direct Marketing o Direct Marketing is one of the fasted growing IMC tools used today. o Direct marketing adds value for consumers. More than 68% of the US population has purchased products by phone or by mail.o Adds value for seller by providing direct orders, lead generation, and traffic