Kotler19_media.ppt 2672KB Aug 31 2008 10:01:56 PM
MARKETING MANAGEMENT
12th edition
19
Managing Personal
Communications
Kotler
Keller
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?
19-2
Direct Marketing
Use of consumer-direct channels to reach
and deliver goods and services to
customers without using
market middlemen.
19-3
Direct Marketing Channels
Catalogs
Direct mail
Telemarketing
Web sites
Email marketing
Mobile devices
Interactive TV
19-4
Public Issues in Direct Marketing
Irritation
Unfairness
Deception/fraud
Invasion of privacy
19-5
Constructing a Direct-Mail Campaign
Establish objectives
Select target prospects
Develop offer elements
Test elements
Execute
Measure success
19-6
RFM Formula for Selecting
Prospects
Recency
Recency
Frequency
Frequency
Monetary
Monetary value
value
19-7
Elements of the Offer Strategy
•
•
•
•
•
Product
Offer
Medium
Distribution method
Creative strategy
19-8
Components of the Mailing
•
•
•
•
•
Outside envelope
Sales letter
Circular
Reply form
Reply envelope
19-9
Types of Telemarketing
•
•
•
•
Telesales
Telecoverage
Teleprospecting
Customer service
and technical
support
19-10
Other Media for Direct Response
Television
• Direct Response
Advertising
• At-home shopping
channels
• Videotext
Kiosks
19-11
Designing an Attractive Web Site
• Context
• Content
• Community
• Customization
• Communication
• Connection
• Commerce
19-12
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
– Good use of color and sound
19-13
Increasing Visits and Site
Stickiness
• Deep information with
links
• Changing news of
interest
• Changing offers
• Contests and
sweepstakes
• Humor and jokes
• Games
19-14
Online Ads
•
•
•
•
•
•
Banner ads
Microsites
Sponsorships
Interstitials
Search-related ads
Content-targeted
advertising
• Alliances
• Affiliate programs
19-15
iTunes Affiliate Program
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
• Make it easy for customers to unsubscribe
19-17
Figure 19.2 Designing a Sales Force
Sales force objectives
Sales force strategy
Sales force structure
Sales force size
Compensation
19-18
Types of Sales Representatives
• Deliverer
• Order taker
• Missionary
• Technician
• Demand creator
• Solution vendor
19-19
Sales Tasks
•
•
•
•
•
•
•
Prospecting
Targeting
Communicating
Selling
Servicing
Information gathering
Allocating
19-20
Figure 19.3 Managing the Sales Force
Recruiting, selecting
Training
Supervising
Motivating
Evaluating
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
required divided by number possible
19-22
Components of Sales Force Compensation
Fixed amount
Variable amount
Expense allowances
Benefits
19-23
What Motivates Sales Reps?
Most Rewarding
• Pay
• Promotion
• Personal growth
• Sense of
accomplishment
Least Rewarding
• Liking
• Respect
• Security
• Recognition
19-24
Table 19.1 Form for Evaluating Performance
19-25
Figure 19.4 Steps in Effective Selling
Prospecting/Qualifying
Preapproach
Approach
Presentation
Overcoming objections
Closing
Follow-up
19-26
Marketing Debate
Are Great Salespeople Born or Made?
Take a position:
1. The key to developing an effective sales
force is selection.
2. The key to developing an effective sales
force is training.
19-27
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
elements?
19-28
12th edition
19
Managing Personal
Communications
Kotler
Keller
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?
19-2
Direct Marketing
Use of consumer-direct channels to reach
and deliver goods and services to
customers without using
market middlemen.
19-3
Direct Marketing Channels
Catalogs
Direct mail
Telemarketing
Web sites
Email marketing
Mobile devices
Interactive TV
19-4
Public Issues in Direct Marketing
Irritation
Unfairness
Deception/fraud
Invasion of privacy
19-5
Constructing a Direct-Mail Campaign
Establish objectives
Select target prospects
Develop offer elements
Test elements
Execute
Measure success
19-6
RFM Formula for Selecting
Prospects
Recency
Recency
Frequency
Frequency
Monetary
Monetary value
value
19-7
Elements of the Offer Strategy
•
•
•
•
•
Product
Offer
Medium
Distribution method
Creative strategy
19-8
Components of the Mailing
•
•
•
•
•
Outside envelope
Sales letter
Circular
Reply form
Reply envelope
19-9
Types of Telemarketing
•
•
•
•
Telesales
Telecoverage
Teleprospecting
Customer service
and technical
support
19-10
Other Media for Direct Response
Television
• Direct Response
Advertising
• At-home shopping
channels
• Videotext
Kiosks
19-11
Designing an Attractive Web Site
• Context
• Content
• Community
• Customization
• Communication
• Connection
• Commerce
19-12
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
– Good use of color and sound
19-13
Increasing Visits and Site
Stickiness
• Deep information with
links
• Changing news of
interest
• Changing offers
• Contests and
sweepstakes
• Humor and jokes
• Games
19-14
Online Ads
•
•
•
•
•
•
Banner ads
Microsites
Sponsorships
Interstitials
Search-related ads
Content-targeted
advertising
• Alliances
• Affiliate programs
19-15
iTunes Affiliate Program
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
• Make it easy for customers to unsubscribe
19-17
Figure 19.2 Designing a Sales Force
Sales force objectives
Sales force strategy
Sales force structure
Sales force size
Compensation
19-18
Types of Sales Representatives
• Deliverer
• Order taker
• Missionary
• Technician
• Demand creator
• Solution vendor
19-19
Sales Tasks
•
•
•
•
•
•
•
Prospecting
Targeting
Communicating
Selling
Servicing
Information gathering
Allocating
19-20
Figure 19.3 Managing the Sales Force
Recruiting, selecting
Training
Supervising
Motivating
Evaluating
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
required divided by number possible
19-22
Components of Sales Force Compensation
Fixed amount
Variable amount
Expense allowances
Benefits
19-23
What Motivates Sales Reps?
Most Rewarding
• Pay
• Promotion
• Personal growth
• Sense of
accomplishment
Least Rewarding
• Liking
• Respect
• Security
• Recognition
19-24
Table 19.1 Form for Evaluating Performance
19-25
Figure 19.4 Steps in Effective Selling
Prospecting/Qualifying
Preapproach
Approach
Presentation
Overcoming objections
Closing
Follow-up
19-26
Marketing Debate
Are Great Salespeople Born or Made?
Take a position:
1. The key to developing an effective sales
force is selection.
2. The key to developing an effective sales
force is training.
19-27
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
elements?
19-28