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    D & p marketing D & p marketing Presentation Transcript

    • Direct Marketing and Personal Selling PPT 19-
    • Direct Marketing
      • An interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location.
      • Common purposes of direct marketing:
        • Solicit and close a sale
        • Identify prospects for future contacts
        • Provide in-depth information
        • Seek information from consumers
        • Foster brand loyalty
      PPT 19-
    • Direct Marketing Today
      • More than just mail-order.
      • A complex, diverse tool used by organizations throughout the world.
      • Direct marketing often is not integrated with other advertising efforts.
      • Three Principle Purposes:
        • close a sale with a customer
        • ID prospects and develop customer database
        • Engage customers, seek their advice and
        • generate brand loyalty
      PPT 19-
    • What’s Driving Direct Marketing?
      • CONVENIENCE! for today’s dual income and single parent households.
      • More liberal attitudes toward using credit.
      • Greater access to toll-free calling.
      • Computer technology/new media facilitate online transactions.
      • More precise segmentation.
      • Opportunity for relationship building.
      • Cost per inquiry (CPI) and cost per order (CPO) advantages of direct marketing.
      PPT 19-
    • Database Marketing
      • Knowing who the best customers are as well as what and how often they buy.
      • Mailing lists:
        • Internal lists
        • External lists
      PPT 19-
    • The Marketing Database
      • Includes data collected directly from individual customers
        • RFM Analysis of customers: recency, frequency, monetary
      • Goal: Develop communication intimacy
      • Marketing database applications
        • Frequency-marketing programs
        • Cross-selling
      • Privacy concerns
        • Do not call registry
        • Spam blockers
        • Opt-out options
      PPT 19-
    • Media Applications in Direct Marketing
      • Direct response advertising
      • Direct Mail
      • Telemarketing
      • E-mail
      • Other media
        • Magazines
        • Newspapers
        • Infomercials
      PPT 19-
    • E-Mail
      • Bulk e-mail is known as “spam”
      • Fraudulent email know as “phishing”
      • However e-mail is an increasingly popular tool for marketers
      • Advantages
        • Cheap
        • Good response rates
      • Netiquette suggests getting consumer permission to send product information
      • Avoid bulk e-mailings
      PPT 19-
    • Closing the Sale with Direct Marketing and/or Personal Selling
      • Functional specialists across several media need to work together.
      • Marketing databases can lead to interdepartmental rivalries.
      • Growth of direct marketing often means cuts in other promotional budgets.
      • One solution: the MARCOM manager.
      PPT 19-
    • The Critical Role of Personal Selling
      • The face-to-face communication and persuasion process.
      • Most effective with products or services that are:
        • Higher priced
        • Complicated to use
        • Tailored/customized to users’ needs
        • Offer a trade-in option
        • Judged at the point of purchase
      PPT 19-
    • Types of Personal Selling
      • Order taking: accepting orders for merchandise or scheduling services; deal with existing customers who are lucrative to a business due the low cost of generating additional revenues from them. Order taking is the least sophisticated of selling efforts.
      • Creative selling: selling where customers rely heavily on the salesperson for technical information, advice, and service. It is the most sophisticated and complex selling effort.
      • System selling: entails selling a set of interrelated components that fulfill all or a majority of a customer’s needs in a particular area. System selling is often executed by a “team” of sales people.
      • The missionary salesperson: calls on accounts with the purpose of monitoring the satisfaction of buyers and updating buyers’ needs. They may provide product information after a purchase.
      PPT 19-
    • Customer Relationship Management (CRM)
      • Salespeople play a critical role in cultivating long-term relationships with customers—which often is referred to as a customer relationship management (CRM) program.
      • CRM views the relationship with buyers as a partnership and a problem solving situation.