MARKETING MANAGEMENT 12 th Canadian edition 19 Managing Personal Communications Dr. Sylvain Charlebois, University of Regina Copyright © 2007 Pearson Education.

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Presentation transcript:

MARKETING MANAGEMENT 12 th Canadian edition 19 Managing Personal Communications Dr. Sylvain Charlebois, University of Regina 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? Copyright © 2007 Pearson Education Inc. Copyright © 2007 Pearson Education Inc.

19-3 Direct Marketing Use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen. Copyright © 2007 Pearson Education Inc. Copyright © 2007 Pearson Education Inc.

19-4 Direct Marketing Channels Catalogs Direct mail Telemarketing Web sites marketing Mobile devices Interactive TV Copyright © 2007 Pearson Education Inc. Copyright © 2007 Pearson Education Inc.

19-5 Public Issues in Direct Marketing Irritation Unfairness Deception/fraud Invasion of privacy Copyright © 2007 Pearson Education Inc. Copyright © 2007 Pearson Education Inc.

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 Copyright © 2007 Pearson Education Inc. Copyright © 2007 Pearson Education Inc.

19-8 Elements of the Offer Strategy Product Offer Medium Distribution method Creative strategy Copyright © 2007 Pearson Education Inc. Copyright © 2007 Pearson Education Inc.

19-9 Components of the Mailing Outside envelope Sales letter Circular Reply form Reply envelope Copyright © 2007 Pearson Education Inc. Copyright © 2007 Pearson Education Inc.

19-10 Types of Telemarketing Telesales Telecoverage Teleprospecting Customer service and technical support Copyright © 2007 Pearson Education Inc. Copyright © 2007 Pearson Education Inc.

19-11 Other Media for Direct Response Television Direct Response Advertising At home shopping channels Videotext Kiosks Copyright © 2007 Pearson Education Inc. Copyright © 2007 Pearson Education Inc.

19-12 Designing an Attractive Web Site Context Content Community Customization Communication Connection Commerce Copyright © 2007 Pearson Education Inc. Copyright © 2007 Pearson Education Inc.

19-13 Ease of Use and Attractiveness Ease of Use  Downloads quickly  First page is easy to understand  Easy to navigate Attractiveness  Clean looking  Not overly crammed with content  Readable fonts  Good use of color and sound Copyright © 2007 Pearson Education Inc. Copyright © 2007 Pearson Education Inc.

19-14 Increasing Visits and Site Stickiness Deep information with links Changing news of interest Changing offers Contests and sweepstakes Humour and jokes Games Copyright © 2007 Pearson Education Inc. Copyright © 2007 Pearson Education Inc.

19-15 Online Ads Banner ads Microsites Sponsorships Interstitials Search-related ads Content-targeted advertising Alliances Affiliate programs Copyright © 2007 Pearson Education Inc. Copyright © 2007 Pearson Education Inc.

19-16 e-Marketing Guidelines Give the customer a reason to respond Personalize the content of your s Offer something the customer could not get via direct mail Make it easy for customers to unsubscribe Copyright © 2007 Pearson Education Inc. Copyright © 2007 Pearson Education Inc.

19-17 Figure 19.2 Designing a Sales Force Sales force objectives Sales force strategy Sales force structure Sales force size Compensation Copyright © 2007 Pearson Education Inc. Copyright © 2007 Pearson Education Inc.

19-18 Types of Sales Representatives Deliverer Order taker Missionary Technician Demand creator Solution vendor Copyright © 2007 Pearson Education Inc. Copyright © 2007 Pearson Education Inc.

19-19 Sales Tasks Prospecting Targeting Communicating Selling Servicing Information gathering Allocating Copyright © 2007 Pearson Education Inc. Copyright © 2007 Pearson Education Inc.

19-20 Figure 19.3 Managing the Sales Force Recruiting, selecting Training Supervising Motivating Evaluating Copyright © 2007 Pearson Education Inc. Copyright © 2007 Pearson Education Inc.

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 Copyright © 2007 Pearson Education Inc. Copyright © 2007 Pearson Education Inc.

19-22 Components of Sales Force Compensation Fixed amount Variable amount Expense allowances Benefits Copyright © 2007 Pearson Education Inc. Copyright © 2007 Pearson Education Inc.

19-23 What Motivates Sales Reps? Most Rewarding Pay Promotion Personal growth Sense of accomplishment Least Rewarding Liking Respect Security Recognition Copyright © 2007 Pearson Education Inc. Copyright © 2007 Pearson Education Inc.

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.