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PESE: TEST TWO REVISION EX.

PESE: TEST TWO REVISION EX. LU 4-7. LU: 4 Outdoor Promotions, Publicity, Premiums, Word-of-mouth, Events and Trade Shows. Companies Aggressively gaining awareness through Publicity are – Aids Orphans, Beast Cancer Association, Nedbank.

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PESE: TEST TWO REVISION EX.

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  1. PESE: TEST TWOREVISION EX. LU 4-7

  2. LU: 4 Outdoor Promotions, Publicity, Premiums, Word-of-mouth, Events and Trade Shows • Companies Aggressively gaining awareness through Publicity are – Aids Orphans, Beast Cancer Association, Nedbank. • Companies using Promotional Tools – MTN, PNP, VODACOM, TELKOM. • Benefits of Trade shows: • Awareness • Networking Opp. • Competitive Research, database Info. • Sales Meetings

  3. LU: 5 Pricing and Price Based Promotion • Demand Pricing – Customer Orientated, Price based on customer perception of value. • Price-Sensitivity: Substitutes available, greater price comparability. • Less Price-sensitive: Benefits are greater and are of great value to the consumer.

  4. Other Pricing Strategies Prestige Pricing Strategy: High Product Price, to show prestige. E.G M.Benz, BMW. Penetration Pricing Strategy: Low Price to gain market share. E.g Coke. Skimming Price Strategy: High price maximum benefit, e.g. Air time.R30-R5. ExpansionistPrice Strategy: High price due to high demand e.g. plane tickets.

  5. Companies Pricing Strategies • COKE: Demand Price Strategy/Leader/penetration. • Airlines: Expansionist/Penetration/predatory. • OIL & GAS: Global pricing/Expansionist

  6. LU: 6 DIRECT MARKETING • E-Commerce is becoming a huge approach to direct marketing • Cell phone contracts & Insurance, Clothing using Direct marketing • Direct marketing can be measured by means of an instrument. • E-Communications – SMS, E-MAIL, FACEBOOK, TWITTER, BBM, MXIT.

  7. Popularity of Direct Marketing • Helps build databases and contacts. • Convenience for the customer • Efficiency

  8. Benefits of Consumer databases • Customerisation • Personalisation of messages Maintainance of Databases: • Relevant Information • Capture History • Up-to-date

  9. LU: 7 Psychology of Selling • Factors influencing buyer decisions Refer to page 68. • List four examples of trail closes: Pg. 72. • Explain the Sell Sequence: SELL. Pg. 72. Cover and claim methods, no claim bonus, annual premium price increase. • Social influences on buyer Behaviour. Family values in decision. E.g. BMW, Careers. • 6 basic steps of buyer decision-making.

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