Markkinoinn ja myynnin perusteet MAR1LH001 Personal Selling Direct Marketing Anna Hankimaa

Markkinointi MAR1LH001 A.Hankimaa Visio Missio Markkinoinnin strategiset päätökset: segmentointi, arvolupaus, asemointi Liiketoimintastrategiat Product Tuote Product Tuote Price Hinnoittelu Price Hinnoittelu Promotion Markkinointi- viestintä Promotion Markkinointi- viestintä Place Saatavuus Place Saatavuus Henkilökohta inen myynti Mainonta SP, myynnin edistäminen PR Suora- markkinointi

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Marketing Communications Mix Advertising, Sales Promotion PR, public relations –Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumours, stories and events Personal Selling –Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships Direct Marketing –Connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Personal Selling Involves personal interaction between two or more people Allows relationship building Most expensive promotion tool

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong The Role of the Sales Force Personal selling is a paid, personal form of promotion. Involves two-way personal communication between salespeople and individual customers. Salespeople: –Probe customers to learn about problems –Adjust marketing offers to fit special needs –Negotiate terms of sales –Build long-term personal relationships

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong The Role of the Sales Force Sales Force serves as critical link between company and its customers They represent the company to the customers They represent the customers to the company Goal : customer satisfaction and company profit

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong The advantages of personal selling Two ways face-to-face communication –Questions, Demostrations, Relationships, Representation Sales Messages –Flexible and Responsive In-depth Product Knowledge –Better macht with needs of a customer Negotiation –Price, delivery, special requirements

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Recruiting and Selecting Salespeople Key talents of salespeople: –Motivation –Disciplined work style –Ability to close a sale –Ability to build relationships with customers –ATTITUDE!

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Sales Force Training Goals Learn about and identify with the company Learn about the company’s products Learn customers’ and competitors’ characteristics Learn how to make effective presentations Learn field procedures and responsibilities

DIRECT MARKETING MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of Marketing

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Direct Marketing Direct marketing consists of direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Direct Marketing Many forms that share four characteristics: –Nonpublic – ei julkista –Immediate - välitöntä –Customized – räätälöityä, kohdistettua –Interactive - vuorovaikutteista Well suited to highly targeted marketing

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Direct marketing has undergone a dramatic transformation Most firms use direct marketing as a supplemental channel or medium For many companies, direct marketing constitutes a new and complete model for doing business Some firms employ the direct model as their only approach (e.g.Amazon, eBay) The New Direct-Marketing Model

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Why has Direct Marketing Become More Important? Market and Media Fragmentation – Number of media outlets – magazines and TV Developments in Technology – IT – personalised letters, automation, internet – Cost per customer Sophisticated Analytical Techniques – Geodemographic analysis Co-ordinated Marketing Systems – Interweaving marketing activity – competition entries, loyalty cards (interweaving=kutoa/punoa yhteen)

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Benefits of Direct Marketing Benefits to Buyers: –Convenient –Easy to use –Private –Ready access to products and information –Immediate and interactive

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Benefits of Direct Marketing Benefits to sellers: –Powerful tool for building customer relationships. –Offers a low-cost, speedy way to reach markets, including business markets. –Offers lower costs, improved efficiencies, and speedier handling of channel and logistics functions. –Offers greater flexibility. –Gives access to buyers that could not be reached through other channels.

Customer Databases MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of Marketing ASIAKASTIETOKANNAT An organized collection of comprehensive data about individual customers or prospects Includs geographic, demographic, psychographic, and behavioral data. Copyright 2011, Pearson Education Inc., Publishing as Prentice-Hall

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Forms of Direct Marketing Copyright 2011, Pearson Education Inc., Publishing as Prentice-Hall

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Forms of Direct Marketing Catalog marketing: –Direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online. –Catalog marketing trends: More and more catalogs are going digital: Minimizes costs, and web space is unlimited. Allows real-time merchandising Telephone marketing –Marketers use outbound and inbound calls. Outbound: Sell directly to consumer. Inbound: Toll-free ordering or order faxing. Copyright 2011, Pearson Education Inc., Publishing as Prentice-Hall

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Forms of Direct Marketing Home shopping channels: –Entire cable channels dedicated to selling multiple brands, items, and services. Mobile phone marketing

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Copyright 2011, Pearson Education Inc., Publishing as Prentice-Hall Forms of Direct Marketing Kiosk marketing: –Information and ordering machines generally found in stores, airports, and other locations. – E.g., Redbox operates more than 15,000 DVD rental kiosks nationwide.

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Forms of Direct Marketing New digital direct marketing technologies: –Podcasts and vodcasts. Purina PetcastsPetcasts –Interactive TV (ITV): Viewer engagement is much higher than with regular TV ads. Online marketing is the final form of direct marketing.

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Forms of Direct Marketing Direct-Mail Marketing SUORAMAINONTA, SUORAPOSTITUKSET Involves sending an offer, announcement, reminder, or other item to a person at a particular address Accounts for more than 31% of direct-marketing sales (US) Permits high target-market selectivity Personal and flexible Easy to measure results

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Online Marketing VERKKOMARKKINOINTI Company efforts to market products and services and build customer relationships over the internet

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Online Marketing Click-only companies: –So-called dot-coms, which operate only online without any brick-and-mortar presence Types of click-only firms: –E-tailers (Amazon) –Search engines and portals (Google) –Transaction sites (eBay) –Content sites (ruutu.fi)

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Online Marketing Domains Copyright 2011, Pearson Education Inc., Publishing as Prentice-Hall

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Online Marketing Business-to-consumer (B2C) online marketing: –Businesses selling goods and services online to final consumers. Trends: –Online buying continues to grow. –The Internet influences 35% of total retail sales; 50% of US households shop online. –B2C consumers differ from off-line consumers because customers initiate and control the Internet exchange process.

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of Marketing Online Marketing Business-to-business (B2B) online marketing: –Businesses using B2B Web sites, , online catalogs, online trading networks, and other online resources to reach new business customers, serve current customers more effectively, and obtain buying efficiencies and better prices. –Most major B2B marketers offer online product information, purchasing, and support. –Many firms use the Internet to build stronger customer relationships.

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of Marketing Online Marketing Consumer-to-consumer (C2C) online marketing: –Online exchanges of goods and information between final consumers. – Auction sites such as eBay offer marketplaces to buy or exchange goods. – Blogs and forums facilitate information interchanges. Marketers are tapping into blogs as a medium for reaching carefully targeted consumers. Firms should monitor blogs for what is being said.

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Online Marketing Consumer-to-business (C2B) online marketing: –Online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction terms. –

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Online Marketing Corporate web sites: –Designed to build customer goodwill, collect customer feedback, and supplement other sales channels, rather than to sell the company’s products directly. Marketing web sites: –A web site that engages consumers in interactions that move them closer to a direct purchase or other marketing outcome.

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Setting Up for Online Marketing Copyright 2011, Pearson Education Inc., Publishing as Prentice-Hall

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Online Marketing Placing ads and promotions online: –Forms of online advertising ( ) Banner ads Interstitials Pop-up or pop-under ads Rich media ads Search-related ads (contextual advertising)

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Online Marketing Placing ads and promotions online: –Other forms of online promotion: Content sponsorships (sponsoring special content). Alliances and affiliate programs (work with firms to promote each other). Viral marketing (Internet version of word-of-mouth). –Burger King’s Subservient Chicken campaign was a huge success.Subservient Chicken –Tjäreborgin asiakkuusohjelman aktivoiminen

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Online Marketing Creating or participating in online social networks: –Also called web communities. E.g., MySpace, Facebook, YouTube. –Marketers can participate in existing online communities or set-up their own –More focused niche social networks are emerging which can be used to target special interest groups

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Online Marketing Using –79% of all direct marketing campaigns employ e- mail. –Enriched messages can grab attention. –Spam accounts for 90% of all sent. –Permission-based marketing is key. – can produce an ROI 40-50% higher than other forms of direct marketing.

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Public Policy and Ethical Issues in Direct Marketing Irritation, unfairness, deception, and fraud: –Direct marketing excesses may offend consumers. –Direct marketing has been accused of taking unfair advantage of impulsive or less sophisticated buyers. –Internet fraud and phishing are growing concerns. –Internet shoppers have online security concerns. –Marketers often find it difficult to restrict access by vulnerable or unauthorized groups.

MAR1LH001 A.HankimaaLähde: Kotler-Armstrong, Principals of MarketingLähde: Kotler-Armstrong Public Policy and Ethical Issues in Direct Marketing Invasion of privacy: –Database marketing allows customers to receive offers closely matched to their interests. –Critics worry whether marketers know TOO much about consumers. –Online privacy (particularly for children) is of particular concern. –If marketers don’t prevent privacy abuse, legislators may step in.