Nothing Special   »   [go: up one dir, main page]
Scribd Logo
Upload

Welcome to Scribd!

  • 60 views

    3484-3202 Kotler MM 13e Media 19-Personal Communication

    Uploaded by

    junohcu310
    Marketing - Personal Communication

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd

    3484-3202 Kotler MM 13e Media 19-Personal Communication

    Uploaded by

    junohcu310
    60 views29 pages
    Marketing - Personal Communication

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPT, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Marketing - Personal Communication

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    60 views29 pages

    3484-3202 Kotler MM 13e Media 19-Personal Communication

    Uploaded by

    junohcu310
    Marketing - Personal Communication

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 29

    19

    Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling
    Marketing Management
    A South Asian Perspective, 13th ed

    Chapter Questions
    How can companies integrate direct marketing for competitive advantage? How can companies do effective interactive marketing? How can marketers best take advantage of the power of word of mouth? What decisions do companies face in designing and managing a sales force? How can salespeople improve selling, negotiating, and relationship marketing skills?
    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 19-2

    Cokes Embraces Interactive Marketing with MyCoke.com

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    19-3

    What is Direct Marketing?


    Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen.

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    19-4

    Direct Marketing Channels


    Direct mail Catalogs Telemarketing

    Other direct response

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    19-5

    Constructing a Direct-Mail Campaign


    Establish objectives

    Select target prospects


    Develop offer elements Test elements

    Execute
    Measure success
    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 19-6

    RFM Formula for Selecting Prospects


    Recency

    Frequency Monetary value

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    19-7

    Elements of the Offer Strategy


    Product Offer Medium Distribution method Creative strategy

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    19-8

    Components of the Mailing


    Outside envelope Sales letter Circular Reply form Reply envelope

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    19-9

    Types of Telemarketing
    Telesales Telecoverage Teleprospecting Customer service and technical support

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    19-10

    Other Media for Direct Response


    Television Direct Response Advertising At-home shopping channels

    Videotext
    Kiosks

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    19-11

    Public Issues in Direct Marketing


    Irritation
    Unfairness Deception/fraud Invasion of privacy
    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 19-12

    Interactive Marketing
    Tailored messages possible Easy to track responsiveness Contextual ad placement possible Search engine advertising possible Subject to click fraud Consumers develop selective attention

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    19-13

    Online Promotional Opportunities


    Websites Microsites Search ads Display ads Interstitials Internet-specific ads and videos Sponsorships Alliances and affiliate programs Online communities Email Mobile marketing

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    19-14

    A Microsite: Burger Kings Subservient Chicken

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    19-15

    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

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    19-16

    Word-of-Mouth Marketing is Empowered by Social Networks

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    19-17

    How to Start Buzz


    Identify influential individuals and companies and devote extra effort to them Supply key people with product samples Work through community influentials Develop word-of-mouth referral channels to build business Provide compelling information that customers want to pass along

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    19-18

    Figure 19.4 Designing a Sales Force


    Sales force objectives Sales force strategy Sales force structure Sales force size Compensation
    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 19-19

    Types of Sales Representatives


    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    Deliverer Order taker Missionary Technician Demand creator Solution vendor


    19-20

    Sales Tasks
    Prospecting Targeting Communicating Selling Servicing Information gathering Allocating

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    19-21

    Figure 19.7 Managing the Sales Force


    Recruiting, selecting
    Training Supervising Motivating Evaluating
    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 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

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    19-23

    Components of Sales Force Compensation Fixed amount


    Variable amount Expense allowances

    Benefits
    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 19-24

    Table 19.1 Form for Evaluating Performance

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    19-25

    Principles of Personal Selling


    Situation questions Problem questions Implication questions Need-payoff questions

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    19-26

    Figure 19.8 Steps in Effective Selling


    Prospecting/Qualifying

    Preapproach
    Approach

    Presentation
    Overcoming objections

    Closing
    Follow-up
    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 19-27

    Marketing Debate
    Are great salespeople born or made? Take a position: 1. The key to developing an effective sales force is selection. or 2. The key to developing an effective sales force is training.

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    19-28

    Marketing Discussion

    Pick a company and go to the Website. How would you evaluate the site? How well does it score on the seven Cs design elements?

    Copyright 2009 Dorling Kindersley (India) Pvt. Ltd.

    19-29

    You might also like