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