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V49 teresalojamanaging personal communications
 

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