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D & p marketing tomar






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D & p marketing    tomar D & p marketing tomar Presentation Transcript

  • Direct Marketing and Personal Selling
  • 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
  • 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
  • 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.
  • Database Marketing
    • Knowing who the best customers are as well as what and how often they buy.
    • Mailing lists:
      • Internal lists
      • External lists
  • 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
  • Media Applications in Direct Marketing
    • Direct response advertising
    • Direct Mail
    • Telemarketing
    • E-mail
    • Other media
      • Magazines
      • Newspapers
      • Infomercials
  • 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
  • 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.
  • 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
  • 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.
  • 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.