SALES FORCE, INTERNET, AND DIRECT MARKETING STRATEGIES Pertemuan 24 Buku 1 Hal: Matakuliah: J Strategi Pemasaran Tahun: 2009

Bina Nusantara  Sales Force Strategy  Internet Strategy  Direct Marketing Strategies Learning Objective

Managing the Salesforce  Finding and Selecting Salespeople  Training/Development  Management Control Monitoring Directing Evaluating Rewarding

Reinventing the Sales Organization SALES MANAGER CHALLENGES Customer Relationships Applying Technology Performance Huddles Customer Channels Keeping Score Sales Structure Coaching Internal Relationships

INTERNET STRATEGY Strategy Development Deciding Internet Objectives E-Commerce Strategy Value Opportunities and Risks Measuring Internet Effectiveness The Future of the Internet

Internet Strategy Alternatives Promotional Medium Communication Tool Value-Chain Channel Separate Business Model

Deciding Internet Objectives  Creating Awareness and Interest  Information Dissemination  Obtaining Research Information  Brand Building  Improving Customer Service

Designing Internet Strategy 1.Customer Groups Targeted 2.Value Proposition 3.Communications Strategy 4.Designing the Website 5.Structure of the Organization 6.Alliance Partners 7.Shareholder Value 8.Tracking Performance

Measuring Internet Effectiveness Challenging but capabilities are developing. What should be measured and how? Major changes are likely through trial and error. Alternative measures: Ad impressions, clicks, unique visitors, total visits, page impressions

DIRECT MARKETING Kiosk Shopping Catalogs Direct Mail Electronic Shopping Radio/Magazine/ Newspaper Television Telemarketing DIRECT MARKETING

Advantages of Direct Marketing  Socio-economic Trends Time constraints/ convenience  Low Access Costs Much lower than face-to-face contact  Data Base Management Facilitates direct marketing initiatives  Value An attractive bundle of value