Marketing presentation

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Personal selling, direct marketing and customer relationship management overview for lecture

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Marketing presentation

  1. 1. Sales – evolve or dieThe nature of the changing sales environment.
  2. 2. The 3 forces Behavioral Technological Managerial
  3. 3. The Behavioral Forces Rise in costumer expectations Major players and their buying power Global markets Market segmentation Less contact between seller & buyer
  4. 4. The Technological Forces Digitalization of the sales force Non physical market places Open Web sales channels Live connectivity via the net
  5. 5. The Managerial Force Cutting out the middle man – Direct marketing The merging of sales and marketing Higher expectations of sales people
  6. 6. Modern Selling Customer retention CRM Needsfulfillment Customer Problem Knowledge solving management
  7. 7. PERSONAL SELLING
  8. 8. THE SELLING PROCESS- Preparation- The opening- Need and problem identification- Presentation and demonstration- Dealing with objections- Closing the sale- The follow-up
  9. 9. DIRECTMARKETING
  10. 10. Direct response advertising Door-to-door leafleting Mobile marketing Direct mail Inserts Telemarketing Electronic media Catalogue marketing
  11. 11. • Market and media fragmentation • Developments in technology • The list explosion • Sophisticated analytical technologies• Coordinated marketing systems
  12. 12.  Customer and prospect information Transactional information Promotional information Product information Geodemographic information
  13. 13. CUSTOMERRELATIONSHIPMANAGEMENT
  14. 14. Managing direct marketing campaign
  15. 15. Step 1 Step 2Marketing strategy: Identify and• Integrade with marketing understand audience: mix• Positioning of the product • Know your customers• Who is the target market? • Their needs • Lifestyle, hobbies, preferences etc. Step 3: Campaign objectives: • Financial objectives: increase sales, profit, lower stocks etc.• Marketing & communication objectives: new customers, awareness etc. • New customers vs Existing customers
  16. 16. Step 4 Step 5 Media decisions: Creative decisions: • Direct mail • Communication objectives • Online target marketing • Product benefit and disadvantage • Telemarketing • Target market analysis- • Direct response advertising • Development of the offer • Catalogue marketing • Communication of the message• Integrated media campaigns • Action plan Step 6 Execute and evaluate campaign: • Action is taken and campaign is started • Is our objectives completed, sales, response rate, inquires etc.

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