Managing personal communication
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Managing personal communication

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    Managing personal communication Managing personal communication Presentation Transcript

    • 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
    • Public Issues in Direct Marketing
      • Irritation
      • Unfairness
      • Deception/fraud
      • Invasion of privacy
    • Designing an Attractive Web Site
      • 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
    • Increasing Visits and Site Stickiness
      • 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
    • 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
    • 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
    • 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
    • Components of Sales Force Compensation
      • 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
    • Steps in Effective Selling Prospecting/ Qualifying Preapproach Approach Presentation Overcoming objections Closing Follow-up