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V49 teresalojamanaging personal communications
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V49 teresalojamanaging personal communications V49 teresalojamanaging personal communications Presentation Transcript

  • MANAGING PERSONAL COMMUNICATIONS: DIRECT MARKETING, WORD OF MOUTH AND PERSONAL SELLING
    Ma. Teresa Castro-Loja, M.D.
    MBAH
  • OUTLINE
    DIRECT MARKETING
    a. Benefits
    b. Ethical Issues
    c. Channels
    INTERACTIVE MARKETING
    a. On Line Promotions and Opportunities
    b. Effective Website Features (7C’s)
    c. e – Marketing Guidelines
  • OUTLINE
    III. SALES FORCE
    a. Sales Force Design
    b. Sales Representative Divisions
    c. Sales Tasks
    d. Managing The Sales Force
    e. Steps in Selling
    IV. SUMMARY
  • Direct Marketing is an interactive marketing that benefits consumers as well as sellers
    a. BENEFITS
    Consumers
    • Availability/accessibility of services, easy ordering and fast delivery
    Sellers
    • Prospect consumers are reached through mailing list
    and offers are less visible to consumers
    I.a.
  • Direct marketing becomes ineffective when public and ethical issues set in.
    b. ETHICAL ISSUES
    Irritations
    Unfairness
    Deception and fraud
    Invasion of privacy
    I.b.
  • Reaching prospect consumers through an effective strategy will build long term relationship with consumers
    c. CHANNELS OF DIRECT MARKETING
    Direct Mail
    Catalogs
    Telemarketing
    Other Direct Responses
    I.c.
  • Effective Direct Mail Campaign
    Objectives
    Target Market & Prospects
    (RFM Formula = recency, frequency, monetary amount)
    Offer Elements
    (product, offer, medium, distribution method, creative strategy)
    I.c.
  • Test Elements
    -test the effectivity of offer strategy
    -estimate the promotion’s impact on awareness, intention to buy and word of mouth
    Measure Campaign Success
    I.c.
  • II.a.
    II. INTERACTIVE MARKETING
    a. On Line Promotions and Opportunities
    Websites
    Banner Ads
    Sponsorships
    Microsite
    Interstitials
    Search-related Ads
    • Alliance and affiliate programs
    • On-line communities
    • E- mail
    • Mobile Marketing
  • b. Effective Website Feature (7C’s)
    Context
    Content Community
    Customization Communication
    Connection Commerce
    Interactive marketing increased with the use of cost-effective electronics.
    II.b.
  • c. e-Marketing Guidelines
    • Give the customer a reason to respond
    • Personalize the content
    • Offer something that the consumer cannot get through other channels of marketing
    • Make it easy for customers to unsubscribe
    II.c.
  • III. SALES FORCE
    Sales Force Design
    • Objectives
    • Strategy (Leverage Sales)
    • Structure (territorial, product or market)
    • Size (workload approach)
    • Compensation (fixed, variable, expense allowance, benefits)
    III.a.
  • Sales representatives are the company’s link to costumers.
    b. Sales Representative Divisions
    • Deliverer
    • Order Taker
    • Missionary
    • Technician
    • Demand Creator
    • Solution Vendor
    III.b.
  • c. Sales Tasks
    Prospecting
    Targeting
    Communicating
    Selling
    Servicing
    Information Gathering
    Allocating
    III.c.
  • d. Managing The Sales Force
    Recruiting & Selecting Representatives
    Training & Supervising Sales Representative
    Productivity
    Motivating
    Evaluation
    II.d.
  • e. Steps in Selling
    Prospecting & Qualifying
    Preapproach
    Approach
    Presentation & Demonstration
    Closing
    Follow up & Maintenance
    III.e.
  • SUMMARY
    Direct marketing is an interactive marketing with various channels in reaching customers and building a long term relationship.
    The cost efficient use of electronics has increased in the field of interactive marketing.
    Sales Force/Representatives are the company’s link to the customers thus the need to transform them from passive order taker to become active order getter.
  • MANAGING PERSONAL COMMUNICATIONS: DIRECT MARKETING, WORD OF MOUTH AND PERSONAL SELLING
    Ma. Teresa Castro-Loja, M.D.
    MBAH