MARKETING MANAGEMENT 12 th edition

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