AI212V Industrial Marketing
Day
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Chapter 19
Managing Personal
Interaction
Communication
•
• Personal non interactive selling
• Word of Mouth
• Managing sales force
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Personal non interactive selling
• Direct mail
• Catalogs
• Telemarketing
• E-mail
• Ethical issues, Irritation, Unfairness, Deception
and fraud, Invasion of privacy.
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Interaction
• Read the customer ---
Answer the customers questions.
Media of interaction, ---
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Word of Mouth
• Social or professional networks
• Opinion leaders
• Sociograms, most trusted members.
• How to locate the opinion leaders?
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Sales force
• What do the sales people sell?
• Cost or using
• Motivation sales force
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Chapter 20
• New market offerings
• All abut marketing one time more!
• * cross-functional teams
• * timing
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Chapter 21
• Going Global
• See course AI213V
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Chapter 22
Holistic marketing
Trends in marketing
Reengineering,
Outsourcing,
Benchmarking,
S-, and C- partnering,
Merging,
Globalizatiotion
Flattering,
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CSR
Corporate Social Responsibility
• Legal behavior
• Ethical
• Social responsibility
• Sustainability
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Profitability Control
• Profit margin=net profit/net sales
* =
• Asset Turnover= net sales/total assets
= Return on Assets * Financial leverage= ROI
ROI = 1,5% * 3,2 *2,6 = 12,5 %
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Profitability analysis
• Relevant costs
• Project/Product accounting
• P & L statement for each product/segment
• Take action
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