1. MARKETING MANAGEMENT 12th edition19
Managing Personal Communications
Kotler Keller

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?

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

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

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

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

7. RFM Formula for Selecting Prospects
Recency
Frequency
Monetary value

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

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

10. Types of Telemarketing
Telesales
Telecoverage
Teleprospecting
Customer service and technical support

11. Other Media for Direct Response
Television
Direct Response Advertising
At-home shopping channels
Videotext
Kiosks

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

13. 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

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

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

16. iTunes Affiliate Program

17. 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

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

19. Types of Sales Representatives
Deliverer
Order taker
Missionary
Technician
Demand creator
Solution vendor

20. Sales Tasks Prospecting Targeting Communicating Selling Servicing
Information gathering
Allocating

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

22. 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

23. Components of Sales Force Compensation
Fixed amount
Variable amount
Expense allowances
Benefits

24. What Motivates Sales Reps?
Most Rewarding
Pay
Promotion
Personal growth
Sense of accomplishment
Least Rewarding
Liking
Respect
Security
Recognition

25. Table 19.1 Form for Evaluating Performance

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

27. 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.

28. 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?