Kotler19_media.ppt 2672KB Aug 31 2008 10:01:56 PM

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MARKETING MANAGEMENT

12th_edition

19

Managing Personal

Communications

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19-2

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,

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19-3

Direct Marketing

Use of consumer-direct channels to reach and deliver goods and services to

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Direct Marketing Channels

Catalogs

Direct mail

Telemarketing

Web sites

Email marketing

Mobile devices

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19-5

Public Issues in Direct Marketing

Irritation

Unfairness

Deception/fraud

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19-6

Constructing a Direct-Mail Campaign

Establish objectives Select target prospects Develop offer elements

Test elements Execute

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19-7

RFM Formula for Selecting

Prospects

Recency Recency

Frequency Frequency

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19-8

Elements of the Offer Strategy

• Product • Offer

• Medium

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19-9

Components of the Mailing

• Outside envelope

• Sales letter

• Circular

• Reply form

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19-10

Types of Telemarketing

• Telesales

• Telecoverage

• Teleprospecting

• Customer service

and technical

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19-11

Other Media for Direct Response

Television

• Direct Response Advertising

• At-home shopping channels

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Designing an Attractive Web Site

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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

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19-14

Increasing Visits and Site

Stickiness

• Deep information with links

• Changing news of interest

• Changing offers • Contests and

sweepstakes

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Online Ads

• Banner ads • Microsites

• Sponsorships • Interstitials

• Search-related ads • Content-targeted

advertising • Alliances

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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

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[image:18.720.158.519.94.432.2]

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Figure 19.2 Designing a Sales Force

Sales force objectives Sales force strategy Sales force structure

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Types of Sales Representatives

• Deliverer

• Order taker

• Missionary

• Technician

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Sales Tasks

• Prospecting • Targeting

• Communicating • Selling

• Servicing

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[image:21.720.160.500.101.435.2]

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Figure 19.3 Managing the Sales Force

Recruiting, selecting Training

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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

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19-23

Components of Sales Force Compensation

Fixed amount

Variable amount

Expense allowances

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19-24

What Motivates Sales Reps?

Most Rewarding

• Pay

• Promotion

• Personal growth • Sense of

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[image:25.720.108.639.68.513.2]

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[image:26.720.159.510.58.474.2]

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Figure 19.4 Steps in Effective Selling

Prospecting/Qualifying Preapproach

Approach Presentation

Overcoming objections Closing

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Marketing Debate

 _{Are Great Salespeople Born or Made?}

Take a position:

1. The key to developing an effective sales force is selection.

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Marketing Discussion



Pick a company and go to the Web

site. How would you evaluate

the Web site? How well does it

score on the 7 C’s design