19-1 Chapter Questions What direct channels can companies use? How should companies do direct marketing? When is a sales force useful? How do companies.

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Presentation transcript:

19-1 Chapter Questions What direct channels can companies use? How should companies do direct marketing? When is a sales force useful? How do companies manage a sales forces? How can salespeople improve selling, negotiating, and relationship marketing skills?

19-2 Direct Marketing Channels used to reach and deliver goods and services to customers without using market middlemen.

19-3 Direct Marketing Channels Catalogues Direct mail Telemarketing Web sites marketing Mobile devices Interactive TV

19-4 Constructing a Direct-Mail Campaign Establish objectives Select target prospects Develop offer elements Test elements Execute Measure success

19-5 RFM Formula for Selecting Prospects Recency Frequency Monetary value

19-6 Types of Telemarketing Telesales Telecoverage Teleprospecting Customer service and technical support

19-7 Designing a Web Site Context Content Community Customization Communication Connection Commerce

19-8 iTunes Affiliate Program

19-9 Sales Tasks Prospecting Targeting Communicating Selling Servicing Information gathering Allocating

19-10 Designing a Sales Force Sales force objectives Sales force strategy Sales force structure Sales force size Compensation