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MARKETING PLAN: How to Gauge Marketing Performance

MARKETING PLAN: How to Gauge Marketing Performance. The Communication Effects “Pyramid”. Behavioral. Use – 5% Trial – 20% Preference – 25% Liking – 40% Knowledge – 70% Awareness – 90%. Affective. Cognitive. Chapter Questions. What direct channels can companies use?

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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” Behavioral Use – 5% Trial – 20% Preference – 25% Liking – 40% Knowledge – 70% Awareness – 90% Affective Cognitive

  3. 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?

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

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

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

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

  10. iTunes Affiliate Program

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

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

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

  14. 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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