Past Papers

Thursday, June 23, 2011

::: vuaskari.com ::: MKT501 - Marketing Management GDB 2 discussion thread

Question:

It was published in The Daily News that a Brigadier was using security alarm product of XYZ Company for personal car. Once he visited a market for shopping and parked his car out side the shopping mall. During the shopping the security alarm echo alerted his mind that there was a problem with his vehicle. Before, the Brigadier turned back, the traffic policy warden was inquiring the event from the market visitors. People were reporting there was a suspicious person who was trying to unlock the car but due to efficient security system he could not and vanished. Brigadier recorded his message that if he had not used the specific security system of particular company, he would have lost his car.

Discuss with logical reasons which type of promotion mix tool is presented in above scenario?

My answer:

Public Relations

Companies cannot survive in isolation they need to have a constant interaction with customers, employees and different stakeholders. This servicing of relation is done by the public relation office. The major function of the public relation office is to handle press releases, support product publicity, create and maintain the corporate image, handle matters with lawmakers, guide management with respect to public issues.

Companies are looking at ways to converge with functions of marketing and public relation in marketing public relation. The direct responsibility of marketing public relation (MPR) is to support corporate and product branding activities.

MPR is an efficient tool in building awareness by generating stories in media. Once the story is in circulation MPR can establish credibility and create a sense of enigma among sales people as well as dealers to boost enthusiasm. MPR is much more cost effective tool than other promotional activities.

and

http://www.slideshare.net/2cdude/promotion-mix-3936058 slide 12

And

http://www.ehow.com/about_6739541_definition-public-relation-marketing.html

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