Kotler19_basic.ppt 150KB Aug 31 2008 08:53:34 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
 Frequency
 Monetary 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

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


19-16

Figure 19.2 Designing a Sales Force
Sales force objectives
Sales force strategy
Sales force structure
Sales force size
Compensation

19-17

Types of Sales Representatives
• Deliverer
• Order taker
• Missionary
• Technician
• Demand creator
• Solution vendor
19-18

Sales Tasks

Prospecting
 Targeting
 Communicating
 Selling
 Servicing
 Information gathering
 Allocating


19-19

Figure 19.3 Managing the Sales Force
Recruiting, selecting
Training
Supervising
Motivating
Evaluating

19-20

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


19-21

Components of Sales Force
Compensation
Fixed amount
 Variable amount
 Expense allowances
 Benefits


19-22

What Motivates Sales Reps?
Most Rewarding
 Pay
 Promotion
 Personal growth
 Sense of
accomplishment

Least Rewarding
 Liking
 Respect
 Security
 Recognition

19-23

Figure 19.4 Steps in Effective Selling
Prospecting/ Qualifying
Preapproach
Approach
Presentation
Overcoming objections
Closing
Follow-up
19-24