MARKETING MANAGEMENT 12 th edition KotlerKeller 19 Managing Personal Communications

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?

19-3 Direct Marketing Use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen.

19-4 Direct Marketing Channels Catalogs Direct mail Telemarketing Web sites marketing Mobile devices Interactive TV

19-5 Public Issues in Direct Marketing Irritation Unfairness Deception/fraud Invasion of privacy

19-6 Constructing A Direct-Mail Campaign Establish objectives Select target prospects Develop offer elements Test elements Execute Measure success

19-7 RFM Formula for Selecting Prospects Recency Frequency Monetary value

19-8 Elements of the Offer Strategy Product Offer Medium Distribution method Creative strategy

19-9 Components of the Mailing Outside envelope Sales letter Circular Reply form Reply envelope

19-10 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

19-12 Designing an Attractive Web Site Context Content Community Customization Communication Connection Commerce

19-13 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

19-14 Increasing Visits and Site Stickiness Deep information with links Changing news of interest Changing offers Contests and sweepstakes Humor and jokes Games

19-15 Online Ads Banner ads Microsites Sponsorships Interstitials Search-related ads Content-targeted advertising Alliances Affiliate programs

19-16 e-Marketing Guidelines Give the customer a reason to respond Personalize the content of your s 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 Figure 19.4 Steps in Effective Selling Prospecting/ Qualifying Preapproach Approach Presentation Overcoming objections Closing Follow-up