MARKETING MANAGEMENT
12th edition
Kotler Keller
19 Managing Personal
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,
19-3
Direct Marketing
Use of consumer-direct channels to reach and deliver goods and services to
19-4
Direct Marketing Channels
Catalogs
Direct mail
Telemarketing
Web sites
Email marketing
Mobile devices
19-5
Public Issues in Direct Marketing
Irritation
Unfairness
Deception/fraud
19-6
Constructing A Direct-Mail Campaign
Establish objectives
Select target prospects
Develop offer elements
Test elements
Execute
19-7
RFM Formula for Selecting Prospects
Recency
Frequency
19-8
Elements of the Offer Strategy
Product
Offer
Medium
Distribution method
19-9
Components of the Mailing
Outside envelope
Sales letter
Circular
Reply form
19-10
Types of Telemarketing
Telesales
Telecoverage
Teleprospecting
19-11
Other Media for Direct Response
Television
• Direct Response Advertising • At home shopping channels • Videotext
19-12
Designing an Attractive Web Site
Context
Content
Community
Customization
Communication
Connection
19-13
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
19-14
Increasing Visits and Site Stickiness
Deep information with links
Changing news of interest
Changing offers
Contests and sweepstakes
Humor and jokes
19-15
Online Ads
Banner ads
Microsites
Sponsorships
Interstitials
Search-related ads
Content-targeted advertising
Alliances
19-16
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
19-17
Figure 19.2 Designing a Sales Force
Sales force objectives
Sales force strategy
Sales force structure
Sales force size
19-18
Types of Sales Representatives
• Deliverer
• Order taker • Missionary • Technician
19-19
Sales Tasks
Prospecting
Targeting
Communicating
Selling
Servicing
Information gathering
19-20
Figure 19.3 Managing the Sales Force
Recruiting, selecting
Training
Supervising
Motivating
19-21
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
19-22
Components of Sales Force
Compensation
Fixed amount
Variable amount
Expense allowances
19-23
What Motivates Sales Reps?
Most Rewarding
Pay
Promotion
Personal growth
Sense of
accomplishment
Least Rewarding
Liking
Respect
Security
19-24
Figure 19.4 Steps in Effective Selling
Prospecting/ Qualifying
Preapproach
Approach
Presentation
Overcoming objections
Closing
