Managing Personal
Communications:
Direct and
Interactive Marketing,
Word of Mouth, and
Personal Selling
Chapter Questions
• How can companies integrate direct marketing
for competitive advantage?
• How can companies do effective interactive
marketing?
• How can marketers best take advantage of the
power of word of mouth?
• What decisions do companies face in
designing and managing a sales force?
• How can salespeople improve selling,
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 19-3
Direct Marketing Channels
Direct mail
Catalogs
Telemarketing
Constructing a Direct-Mail Campaign
Establish objectives
Select target prospects
Develop offer elements
Test elements
Execute
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 19-5
RFM Formula for
Selecting Prospects
Recency
Recency
Frequency
Frequency
Elements of the Offer Strategy
• Product
• Offer
• Medium
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Components of the Mailing
• Outside envelope
• Sales letter
• Circular
• Reply form
Types of Telemarketing
• Telesales
• Telecoverage
• Teleprospecting
• Customer service
and technical
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 19-9
Public Issues in Direct Marketing
Irritation
Irritation
Unfairness
Unfairness
Deception/fraud
Deception/fraud
Online Promotional Opportunities
• Websites
• Microsites
• Search ads
• Display ads
• Interstitials
• Internet-specific ads
and videos
• Sponsorships
• Alliances and
affiliate programs
• Online communities
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 19-11
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
Figure 19.4 Designing
a Sales Force
Sales force objectives
Sales force strategy
Sales force structure
Sales force size
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 19-13
Types of Sales Representatives
• Deliverer
• Order taker
• Missionary
• Technician
Sales Tasks
• Prospecting
• Targeting
• Communicating
• Selling
• Servicing
• Information
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 19-15
Figure 19.7 Managing the
Sales Force
Recruiting, selecting
Training
Supervising
Motivating
Components of Sales Force
Compensation
Fixed amount
Variable amount
Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall 19-17
Figure 19.8 Steps in Effective Selling
Prospecting/Qualifying
Preapproach
Approach
Presentation
Overcoming objections
