10-1 MARKETING MANAGEMENT Managing Personal Communication.

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Presentation transcript:

10-1 MARKETING MANAGEMENT Managing Personal Communication

19-2 Chapter Questions When is a sales force useful? How do companies manage a sales forces? How can salespeople improve selling, negotiating, and relationship marketing skills? What direct channels can companies use? How should companies do direct marketing?

19-3 RFM Formula for Selecting Prospects Recency Frequency Monetary value

19-4 Types of Telemarketing Telesales Teleprospecting Customer service and technical support

19-5 Sales Tasks Prospecting Targeting Communicating Selling Servicing Information gathering Allocating

19-6 Steps in Effective Selling Prospecting/Qualifying Preapproach Approach Presentation Overcoming objections Closing Follow-up

19-7 Direct Marketing Channels used to reach and deliver goods and services to customers without using market middlemen.

19-8 Direct Marketing Channels Catalogues Direct mail Telemarketing Web sites marketing Mobile devices Interactive TV

19-9 Constructing a Direct-Mail Campaign Establish objectives Select target prospects Develop offer elements Test elements Execute Measure success

19-10 Activity Target Markets and Prospects –Direct market consists of five elements - product, offer, medium, distribution method, and creative strategy. –On a scale of 1 to 5 (1 being does not work, 5 being works very well) rank these pieces on these five elements. What is the group’s consensus as to which offers would works the best and why?

19-11 Designing a Web Site Context Content Community Customization Communication Connection Commerce

19-12 iTunes Affiliate Program