MARKETING MANAGEMENT 12 th Canadian edition 19 Managing Personal Communications Dr. Sylvain Charlebois, University of Regina Copyright © 2007 Pearson Education.
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MARKETING MANAGEMENT12th Canadian edition
19 Managing Personal
Communications
Dr. Dr. Sylvain Charlebois, University of ReginaSylvain Charlebois, University of Regina Copyright © 2007 Pearson Education Inc. Copyright © 2007 Pearson Education Inc.
19-2
Chapter Questions
How can companies use integrated direct marketing for competitive advantage?
How can companies do effective e-marketing? What decisions do companies face in designing a
sales force? How do companies manage a sales force
efficiently? How can salespeople improve selling,
negotiating, and relationship marketing skills?
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19-3
Direct Marketing
Use of consumer-direct channels to reachand deliver goods and services to
customers without using market middlemen.
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19-4
Direct Marketing Channels
Catalogs Direct mail Telemarketing Web sites Email marketing Mobile devices Interactive TV
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19-5
Public Issues in Direct Marketing
Irritation Unfairness Deception/fraud Invasion of privacy
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19-6
Constructing A Direct-Mail Campaign
Establish objectives
Select target prospects
Develop offer elements
Test elements
Execute
Measure success Copyright © 2007 Pearson Education Inc.Copyright © 2007 Pearson Education Inc.
19-7
RFM Formula for Selecting Prospects
Recency Frequency Monetary value
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19-8
Elements of the Offer Strategy
Product Offer Medium Distribution method Creative strategy
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19-9
Components of the Mailing
Outside envelope Sales letter Circular Reply form Reply envelope
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19-10
Types of Telemarketing
Telesales Telecoverage Teleprospecting Customer service and technical support
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19-11
Other Media for Direct Response
Television
• Direct Response Advertising
• At home shopping channels
• Videotext
Kiosks
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19-12
Designing an Attractive Web Site
Context Content Community Customization Communication Connection Commerce
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19-13
Ease of Use and Attractiveness
Ease of UseDownloads quicklyFirst page is easy to understandEasy to navigate
AttractivenessClean lookingNot overly crammed with contentReadable fontsGood use of color and sound
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19-14
Increasing Visits and Site Stickiness
Deep information with links Changing news of interest Changing offers Contests and sweepstakes Humour and jokes Games
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19-15
Online Ads
Banner ads Microsites Sponsorships Interstitials Search-related ads Content-targeted advertising Alliances Affiliate programs
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19-16
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
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19-17
Figure 19.2 Designing a Sales Force
Sales force objectives
Sales force strategy
Sales force structure
Sales force size
Compensation
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19-18
Types of Sales Representatives
• Deliverer
• Order taker
• Missionary
• Technician
• Demand creator
• Solution vendor
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19-19
Sales Tasks
Prospecting Targeting Communicating Selling Servicing Information gathering Allocating
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Figure 19.3 Managing the Sales Force
Recruiting, selecting
Training
Supervising
Motivating
Evaluating
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19-21
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
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19-22
Components of Sales Force Compensation
Fixed amount Variable amount Expense allowances Benefits
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19-23
What Motivates Sales Reps?
Most Rewarding Pay Promotion Personal growth Sense of
accomplishment
Least Rewarding Liking Respect Security Recognition
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19-24
Figure 19.4 Steps in Effective Selling
Prospecting/ Qualifying
Preapproach
Approach
Presentation
Overcoming objections
Closing
Follow-up
Copyright © 2007 Pearson Education Inc.Copyright © 2007 Pearson Education Inc.
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