Managing personal communication

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Managing personal communication

  1. 1. MARKETING MANAGEMENT Managing Personal Communications
  2. 2. Direct Marketing Use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen.
  3. 3. Direct Marketing Channels <ul><li>Catalogs </li></ul><ul><li>Direct mail </li></ul><ul><li>Telemarketing </li></ul><ul><li>Web sites </li></ul><ul><li>Email marketing </li></ul><ul><li>Mobile devices </li></ul><ul><li>Interactive TV </li></ul>
  4. 4. Public Issues in Direct Marketing <ul><li>Irritation </li></ul><ul><li>Unfairness </li></ul><ul><li>Deception/fraud </li></ul><ul><li>Invasion of privacy </li></ul>
  5. 5. Designing an Attractive Web Site <ul><li>Context </li></ul><ul><li>Content </li></ul><ul><li>Community </li></ul><ul><li>Customization </li></ul><ul><li>Communication </li></ul><ul><li>Connection </li></ul><ul><li>Commerce </li></ul>
  6. 6. Ease of Use and Attractiveness <ul><li>Ease of Use </li></ul><ul><ul><li>Downloads quickly </li></ul></ul><ul><ul><li>First page is easy to understand </li></ul></ul><ul><ul><li>Easy to navigate </li></ul></ul><ul><li>Attractiveness </li></ul><ul><ul><li>Clean looking </li></ul></ul><ul><ul><li>Not overly crammed with content </li></ul></ul><ul><ul><li>Readable fonts </li></ul></ul><ul><ul><li>Good use of color and sound </li></ul></ul>
  7. 7. Increasing Visits and Site Stickiness <ul><li>Deep information with links </li></ul><ul><li>Changing news of interest </li></ul><ul><li>Changing offers </li></ul><ul><li>Contests and sweepstakes </li></ul><ul><li>Humor and jokes </li></ul><ul><li>Games </li></ul>
  8. 8. Online Ads <ul><li>Banner ads </li></ul><ul><li>Microsites </li></ul><ul><li>Sponsorships </li></ul><ul><li>Interstitials </li></ul><ul><li>Search-related ads </li></ul><ul><li>Content-targeted advertising </li></ul><ul><li>Alliances </li></ul><ul><li>Affiliate programs </li></ul>
  9. 9. e-Marketing Guidelines <ul><li>Give the customer a reason to respond </li></ul><ul><li>Personalize the content of your emails </li></ul><ul><li>Offer something the customer could not get via direct mail </li></ul><ul><li>Make it easy for customers to unsubscribe </li></ul>
  10. 10. Designing a Sales Force Sales force objectives Sales force strategy Sales force structure Sales force size Compensation
  11. 11. Sales Tasks <ul><li>Prospecting </li></ul><ul><li>Targeting </li></ul><ul><li>Communicating </li></ul><ul><li>Selling </li></ul><ul><li>Servicing </li></ul><ul><li>Information gathering </li></ul><ul><li>Allocating </li></ul>
  12. 12. Managing the Sales Force Recruiting, selecting Training Supervising Motivating Evaluating
  13. 13. Workload Approach to Determining Sales Force Size <ul><li>Customers are grouped into size classes </li></ul><ul><li>Desirable call frequencies are established </li></ul><ul><li>Number of accounts in each size class multiplied by call frequency </li></ul><ul><li>Average number of calls possible per year established </li></ul><ul><li>Number of reps equal to total annual calls required divided by number possible </li></ul>
  14. 14. Components of Sales Force Compensation <ul><li>Fixed amount </li></ul><ul><li>Variable amount </li></ul><ul><li>Expense allowances </li></ul><ul><li>Benefits </li></ul>
  15. 15. What Motivates Sales Reps? <ul><li>Most Rewarding </li></ul><ul><li>Pay </li></ul><ul><li>Promotion </li></ul><ul><li>Personal growth </li></ul><ul><li>Sense of accomplishment </li></ul><ul><li>Least Rewarding </li></ul><ul><li>Liking </li></ul><ul><li>Respect </li></ul><ul><li>Security </li></ul><ul><li>Recognition </li></ul>
  16. 16. Steps in Effective Selling Prospecting/ Qualifying Preapproach Approach Presentation Overcoming objections Closing Follow-up

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