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MARKETING PLAN: How to Gauge Marketing Performance

MARKETING PLAN: How to Gauge Marketing Performance. The Communication Effects “Pyramid”. Use – 5% Trial – 20% Preference – 25% Liking – 40% Knowledge – 70% Awareness – 90%. Behavioral. Affective. Cognitive. Consumer States for Two Brands. Chapter Questions.

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MARKETING PLAN: How to Gauge Marketing Performance

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  1. MARKETING PLAN:How to Gauge Marketing Performance

  2. The Communication Effects “Pyramid” Use – 5% Trial – 20% Preference – 25% Liking – 40% Knowledge – 70% Awareness – 90% Behavioral Affective Cognitive

  3. Consumer States for Two Brands

  4. Chapter Questions • What direct channels can companies use? • How should companies do direct marketing? • When is a sales force useful? • How do companies manage a sales forces? • How can salespeople improve selling, negotiating, and relationship marketing skills?

  5. Direct Marketing Channels used to reach and deliver goods and services to customers without using market middlemen.

  6. Direct Marketing Channels Catalogues Direct mail Telemarketing Web sites Email marketing Mobile devices Interactive TV

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

  8. RFM Formula for Selecting Prospects Recency Frequency Monetary value

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

  10. Designing a Web Site • Context • Content • Community • Customization • Communication • Connection • Commerce

  11. iTunes Affiliate Program

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

  13. Designing a Sales Force Sales force objectives Sales force strategy Sales force structure Sales force size Compensation

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

  15. Activity Target Markets and Prospects • Direct market consists of five elements - product, offer, medium, distribution method, and creative strategy. • On a scale of 1 to 5 (1 being does not work, 5 being works very well) rank these pieces on these five elements. What is the group’s consensus as to which offers would works the best and why?

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