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MARKETING MANAGEMENT 12 th edition

19 Managing Personal Communications. MARKETING MANAGEMENT 12 th edition. Kotler Keller. Chapter Questions. How can companies use integrated direct marketing for competitive advantage? How can companies do effective e-marketing?

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MARKETING MANAGEMENT 12 th edition

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  1. 19 Managing Personal Communications MARKETING MANAGEMENT12th edition Kotler Keller

  2. Chapter Questions • How can companies use integrated direct marketing for competitive advantage? • How can companies do effective e-marketing? • What decisions do companies face in designing a sales force? • How do companies manage a sales force efficiently? • How can salespeople improve selling, negotiating, and relationship marketing skills?

  3. Direct Marketing Use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen.

  4. Direct Marketing Channels • Catalogs • Direct mail • Telemarketing • Web sites • Email marketing • Mobile devices • Interactive TV

  5. Public Issues in Direct Marketing • Irritation • Unfairness • Deception/fraud • Invasion of privacy

  6. Constructing A Direct-Mail Campaign Establish objectives Select target prospects Develop offer elements Test elements Execute Measure success

  7. RFM Formula for Selecting Prospects • Recency • Frequency • Monetary value

  8. Elements of the Offer Strategy • Product • Offer • Medium • Distribution method • Creative strategy

  9. Components of the Mailing • Outside envelope • Sales letter • Circular • Reply form • Reply envelope

  10. Types of Telemarketing • Telesales • Telecoverage • Teleprospecting • Customer service and technical support

  11. Other Media for Direct Response • Television • Direct Response Advertising • At home shopping channels • Videotext • Kiosks

  12. Designing an Attractive Web Site • Context • Content • Community • Customization • Communication • Connection • Commerce

  13. Ease of Use and Attractiveness • Ease of Use • Downloads quickly • First page is easy to understand • Easy to navigate • Attractiveness • Clean looking • Not overly crammed with content • Readable fonts • Good use of color and sound

  14. Increasing Visits and Site Stickiness • Deep information with links • Changing news of interest • Changing offers • Contests and sweepstakes • Humor and jokes • Games

  15. Online Ads • Banner ads • Microsites • Sponsorships • Interstitials • Search-related ads • Content-targeted advertising • Alliances • Affiliate programs

  16. e-Marketing Guidelines • Give the customer a reason to respond • Personalize the content of your emails • Offer something the customer could not get via direct mail • Make it easy for customers to unsubscribe

  17. Figure 19.2 Designing a Sales Force Sales force objectives Sales force strategy Sales force structure Sales force size Compensation

  18. Types of Sales Representatives • Deliverer • Order taker • Missionary • Technician • Demand creator • Solution vendor

  19. Sales Tasks • Prospecting • Targeting • Communicating • Selling • Servicing • Information gathering • Allocating

  20. Figure 19.3 Managing the Sales Force Recruiting, selecting Training Supervising Motivating Evaluating

  21. Workload Approach to Determining Sales Force Size • Customers are grouped into size classes • Desirable call frequencies are established • Number of accounts in each size class multiplied by call frequency • Average number of calls possible per year established • Number of reps equal to total annual calls required divided by number possible

  22. Components of Sales Force Compensation • Fixed amount • Variable amount • Expense allowances • Benefits

  23. Most Rewarding Pay Promotion Personal growth Sense of accomplishment Least Rewarding Liking Respect Security Recognition What Motivates Sales Reps?

  24. Figure 19.4 Steps in Effective Selling Prospecting/ Qualifying Preapproach Approach Presentation Overcoming objections Closing Follow-up

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