1. SALES FORCE, INTERNET, AND DIRECT MARKETING STRATEGIES Pertemuan 24 Buku 1 Hal: 396-415 Matakuliah: J0504 - Strategi Pemasaran Tahun: 2009

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

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

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

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

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

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

8. 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

9. 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

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

11. 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