marketing management 12 th canadian edition 19 managing personal communications dr. sylvain...

MARKETING MANAGEMENT12th Canadian edition

19 Managing Personal

Communications

Dr. Dr. Sylvain Charlebois, University of ReginaSylvain Charlebois, University of Regina Copyright © 2007 Pearson Education Inc. Copyright © 2007 Pearson Education Inc.

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,

negotiating, and relationship marketing skills?

Copyright © 2007 Pearson Education Inc.Copyright © 2007 Pearson Education Inc.

19-3

Direct Marketing

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

customers without using market middlemen.


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Direct Marketing Channels

Catalogs Direct mail Telemarketing Web sites Email marketing Mobile devices Interactive TV


19-5

Public Issues in Direct Marketing

Irritation Unfairness Deception/fraud Invasion of privacy


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Constructing A Direct-Mail Campaign

Establish objectives

Select target prospects

Develop offer elements

Test elements

Execute

Measure success Copyright © 2007 Pearson Education Inc.Copyright © 2007 Pearson Education Inc.

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RFM Formula for Selecting Prospects

Recency Frequency Monetary value


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Elements of the Offer Strategy

Product Offer Medium Distribution method Creative strategy


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Components of the Mailing

Outside envelope Sales letter Circular Reply form Reply envelope


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Types of Telemarketing

Telesales Telecoverage Teleprospecting Customer service and technical support


19-11

Other Media for Direct Response

Television

• Direct Response Advertising

• At home shopping channels

• Videotext

Kiosks


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Designing an Attractive Web Site

Context Content Community Customization Communication Connection Commerce


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Ease of Use and Attractiveness

Ease of UseDownloads quicklyFirst page is easy to understandEasy to navigate

AttractivenessClean lookingNot overly crammed with contentReadable fontsGood use of color and sound


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Increasing Visits and Site Stickiness

Deep information with links Changing news of interest Changing offers Contests and sweepstakes Humour and jokes Games


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Online Ads

Banner ads Microsites Sponsorships Interstitials Search-related ads Content-targeted advertising Alliances Affiliate programs


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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 Make it easy for customers to unsubscribe


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Figure 19.2 Designing a Sales Force

Sales force objectives

Sales force strategy

Sales force structure

Sales force size

Compensation


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Types of Sales Representatives

• Deliverer

• Order taker

• Missionary

• Technician

• Demand creator

• Solution vendor


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Sales Tasks

Prospecting Targeting Communicating Selling Servicing Information gathering Allocating


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Figure 19.3 Managing the Sales Force

Recruiting, selecting

Training

Supervising

Motivating

Evaluating


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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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Components of Sales Force Compensation

Fixed amount Variable amount Expense allowances Benefits


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What Motivates Sales Reps?

Most Rewarding Pay Promotion Personal growth Sense of

accomplishment

Least Rewarding Liking Respect Security Recognition


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Figure 19.4 Steps in Effective Selling

Prospecting/ Qualifying

Preapproach

Approach

Presentation

Overcoming objections

Closing

Follow-up


marketing management 12 th canadian edition 19 managing personal communications dr. sylvain...

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