MARKETING MANAGEMENT Managing Personal Communications

Direct Marketing Use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen.

Direct Marketing Channels Catalogs Direct mail Telemarketing Web sites Email marketing Mobile devices Interactive TV

Catalogs

Direct mail

Telemarketing

Web sites

Email marketing

Mobile devices

Interactive TV

Public Issues in Direct Marketing Irritation Unfairness Deception/fraud Invasion of privacy

Irritation

Unfairness

Deception/fraud

Invasion of privacy

Designing an Attractive Web Site Context Content Community Customization Communication Connection Commerce

Context

Content

Community

Customization

Communication

Connection

Commerce

Ease of Use and Attractiveness Ease of Use Downloads quickly First page is easy to understand Easy to navigate Attractiveness Clean looking Not overly crammed with content Readable fonts Good use of color and sound

Ease of Use

Downloads quickly

First page is easy to understand

Easy to navigate

Attractiveness

Clean looking

Not overly crammed with content

Readable fonts

Good use of color and sound

Increasing Visits and Site Stickiness Deep information with links Changing news of interest Changing offers Contests and sweepstakes Humor and jokes Games

Deep information with links

Changing news of interest

Changing offers

Contests and sweepstakes

Humor and jokes

Games

Online Ads Banner ads Microsites Sponsorships Interstitials Search-related ads Content-targeted advertising Alliances Affiliate programs

Banner ads

Microsites

Sponsorships

Interstitials

Search-related ads

Content-targeted advertising

Alliances

Affiliate programs

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

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

Designing a Sales Force Sales force objectives Sales force strategy Sales force structure Sales force size Compensation

Sales Tasks Prospecting Targeting Communicating Selling Servicing Information gathering Allocating

Prospecting

Targeting

Communicating

Selling

Servicing

Information gathering

Allocating

Managing the Sales Force Recruiting, selecting Training Supervising Motivating Evaluating

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

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

Components of Sales Force Compensation Fixed amount Variable amount Expense allowances Benefits

Fixed amount

Variable amount

Expense allowances

Benefits

What Motivates Sales Reps? Most Rewarding Pay Promotion Personal growth Sense of accomplishment Least Rewarding Liking Respect Security Recognition

Most Rewarding

Pay

Promotion

Personal growth

Sense of accomplishment

Least Rewarding

Liking

Respect

Security

Recognition

Steps in Effective Selling Prospecting/ Qualifying Preapproach Approach Presentation Overcoming objections Closing Follow-up