V49 teresalojamanaging personal communications

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V49 teresalojamanaging personal communications

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

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