19 managing personal communications 1. copyright © 2011 pearson education, inc. publishing as...
TRANSCRIPT
19Managing Personal
Communications
1
Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 19-2
What is Direct Marketing?
Direct marketing is the use of consumer-direct channels to reach and deliver goods
and services to customers without using market middlemen.
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Direct Marketing Channels
Direct mail
Catalogs
Telemarketing
Other direct response
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Constructing a Direct-Mail Campaign
Establish objectives Select target prospects Develop offer elements Test elements Execute Measure success
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Components of the Mailing
Outside envelope Sales letter Circular Reply form Reply envelope
Catalogs
How many catalogs did you get in the mail yesterday?
How many catalog websites do you visit when shopping online?
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 19-7
Types of Telemarketing
Telesales Telecoverage Teleprospecting Customer service and technical support
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Other Media for Direct Response
Television Radio Kiosks Newspapers Magazines Internet
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Public Issues in Direct Marketing
IrritationIrritation
UnfairnessUnfairness
Deception/fraudDeception/fraud
Invasion of privacyInvasion of privacy
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Interactive Marketing
Tailored messages possible Easy to track responsiveness Contextual ad placement possible Search engine advertising possible Subject to click fraud Consumers develop selective attention
Figure 19.1 Average Time Spent per Day with Select Media for US Consumers
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Platforms of Social Media
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Online Communities and Forums
Blogs
Social Networks
Motrin Learns the Power of Social Media
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Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 19-14
How to Start Buzz
Identify influential individuals and companies and devote extra effort to them
Supply key people with product samples Work through community influentials Develop word-of-mouth referral channels to
build business Provide compelling information that
customers want to pass along
Creating a Viral Opportunity
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Figure 19.3 Designing a Sales Force
Sales Force Objectives
Sales Force Strategy
Sales Force Structure
Sales Force Size
Sales Force Compensation
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Sales Tasks
Prospecting Targeting Communicating Selling Servicing Information gathering Allocating
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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 Number of reps equal to total annual calls
required divided by number possible
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Figure 19.5 Managing the Sales Force
Recruiting
Selecting
Training
Supervising
Motivating
Evaluating
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Steps in Effective Selling
1. Prospecting/qualifying
2. Preapproach
3. Approach
4. Presentation
5. Overcoming objections
6. Closing
7. Follow up