D & p marketing tomar

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D & p marketing tomar

  1. 1. Direct Marketing and Personal Selling
  2. 2. Direct Marketing <ul><li>An interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location. </li></ul><ul><li>Common purposes of direct marketing: </li></ul><ul><ul><li>Solicit and close a sale </li></ul></ul><ul><ul><li>Identify prospects for future contacts </li></ul></ul><ul><ul><li>Provide in-depth information </li></ul></ul><ul><ul><li>Seek information from consumers </li></ul></ul><ul><ul><li>Foster brand loyalty </li></ul></ul>
  3. 3. Direct Marketing Today <ul><li>More than just mail-order. </li></ul><ul><li>A complex, diverse tool used by organizations throughout the world. </li></ul><ul><li>Direct marketing often is not integrated with other advertising efforts. </li></ul><ul><li>Three Principle Purposes: </li></ul><ul><ul><li>close a sale with a customer </li></ul></ul><ul><ul><li>ID prospects and develop customer database </li></ul></ul><ul><ul><li>Engage customers, seek their advice and </li></ul></ul><ul><ul><li>generate brand loyalty </li></ul></ul>
  4. 4. What’s Driving Direct Marketing? <ul><li>CONVENIENCE! for today’s dual income and single parent households. </li></ul><ul><li>More liberal attitudes toward using credit. </li></ul><ul><li>Greater access to toll-free calling. </li></ul><ul><li>Computer technology/new media facilitate online transactions. </li></ul><ul><li>More precise segmentation. </li></ul><ul><li>Opportunity for relationship building. </li></ul><ul><li>Cost per inquiry (CPI) and cost per order (CPO) advantages of direct marketing. </li></ul>
  5. 5. Database Marketing <ul><li>Knowing who the best customers are as well as what and how often they buy. </li></ul><ul><li>Mailing lists: </li></ul><ul><ul><li>Internal lists </li></ul></ul><ul><ul><li>External lists </li></ul></ul>
  6. 6. The Marketing Database <ul><li>Includes data collected directly from individual customers </li></ul><ul><ul><li>RFM Analysis of customers: recency, frequency, monetary </li></ul></ul><ul><li>Goal: Develop communication intimacy </li></ul><ul><li>Marketing database applications </li></ul><ul><ul><li>Frequency-marketing programs </li></ul></ul><ul><ul><li>Cross-selling </li></ul></ul><ul><li>Privacy concerns </li></ul><ul><ul><li>Do not call registry </li></ul></ul><ul><ul><li>Spam blockers </li></ul></ul><ul><ul><li>Opt-out options </li></ul></ul>
  7. 7. Media Applications in Direct Marketing <ul><li>Direct response advertising </li></ul><ul><li>Direct Mail </li></ul><ul><li>Telemarketing </li></ul><ul><li>E-mail </li></ul><ul><li>Other media </li></ul><ul><ul><li>Magazines </li></ul></ul><ul><ul><li>Newspapers </li></ul></ul><ul><ul><li>Infomercials </li></ul></ul>
  8. 8. E-Mail <ul><li>Bulk e-mail is known as “spam” </li></ul><ul><li>Fraudulent email know as “phishing” </li></ul><ul><li>However e-mail is an increasingly popular tool for marketers </li></ul><ul><li>Advantages </li></ul><ul><ul><li>Cheap </li></ul></ul><ul><ul><li>Good response rates </li></ul></ul><ul><li>Netiquette suggests getting consumer permission to send product information </li></ul><ul><li>Avoid bulk e-mailings </li></ul>
  9. 9. Closing the Sale with Direct Marketing and/or Personal Selling <ul><li>Functional specialists across several media need to work together. </li></ul><ul><li>Marketing databases can lead to interdepartmental rivalries. </li></ul><ul><li>Growth of direct marketing often means cuts in other promotional budgets. </li></ul><ul><li>One solution: the MARCOM manager. </li></ul>
  10. 10. The Critical Role of Personal Selling <ul><li>The face-to-face communication and persuasion process. </li></ul><ul><li>Most effective with products or services that are: </li></ul><ul><ul><li>Higher priced </li></ul></ul><ul><ul><li>Complicated to use </li></ul></ul><ul><ul><li>Tailored/customized to users’ needs </li></ul></ul><ul><ul><li>Offer a trade-in option </li></ul></ul><ul><ul><li>Judged at the point of purchase </li></ul></ul>
  11. 11. Types of Personal Selling <ul><li>Order taking: accepting orders for merchandise or scheduling services; deal with existing customers who are lucrative to a business due the low cost of generating additional revenues from them. Order taking is the least sophisticated of selling efforts. </li></ul><ul><li>Creative selling: selling where customers rely heavily on the salesperson for technical information, advice, and service. It is the most sophisticated and complex selling effort. </li></ul><ul><li>System selling: entails selling a set of interrelated components that fulfill all or a majority of a customer’s needs in a particular area. System selling is often executed by a “team” of sales people. </li></ul><ul><li>The missionary salesperson: calls on accounts with the purpose of monitoring the satisfaction of buyers and updating buyers’ needs. They may provide product information after a purchase. </li></ul>
  12. 12. Customer Relationship Management (CRM) <ul><li>Salespeople play a critical role in cultivating long-term relationships with customers—which often is referred to as a customer relationship management (CRM) program. </li></ul><ul><li>CRM views the relationship with buyers as a partnership and a problem solving situation. </li></ul>

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