1. MARKETING MANAGEMENT 12 th edition 19 Managing Personal Communications KotlerKeller

2. 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?

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

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

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

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

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

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

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

10. 19-10 Types of Telemarketing Telesales Telecoverage Teleprospecting Customer service and technical support

11. 19-11 Other Media for Direct Response Television Direct Response Advertising At-home shopping channels Videotext Kiosks

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

13. 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

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

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

16. 19-16 iTunes Affiliate Program

17. 19-17 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

18. 19-18 Figure 19.2 Designing a Sales Force Sales force objectives Sales force strategy Sales force structure Sales force size Compensation

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

20. 19-20 Sales Tasks Prospecting Targeting Communicating Selling Servicing Information gathering Allocating

21. 19-21 Figure 19.3 Managing the Sales Force Recruiting, selecting Training Supervising Motivating Evaluating

22. 19-22 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. 19-23 Components of Sales Force Compensation Fixed amount Variable amount Expense allowances Benefits

24. 19-24 What Motivates Sales Reps? Most Rewarding Pay Promotion Personal growth Sense of accomplishment Least Rewarding Liking Respect Security Recognition

25. 19-25 Table 19.1 Form for Evaluating Performance

26. 19-26 Figure 19.4 Steps in Effective Selling Prospecting/Qualifying Preapproach Approach Presentation Overcoming objections Closing Follow-up

27. 19-27 Marketing Debate Are Great Salespeople Born or Made? Take a position: 1.The key to developing an effective sales force is selection. 2. The key to developing an effective sales force is training.

28. 19-28 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?