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MARKETING MANAGEMENT12th edition
19 Managing Personal
Communications
Kotler Keller 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?
19-3
Direct Marketing
Use of consumer-direct channels to reachand deliver goods and services to
customers without using market middlemen.
19-4
Direct Marketing Channels
Catalogs
Direct mail
Telemarketing
Web sites
Email marketing
Mobile devices
Interactive TV
19-5
Public Issues in Direct Marketing
Irritation
Unfairness
Deception/fraud
Invasion of privacy
19-6
Constructing a Direct-Mail Campaign
Establish objectives
Select target prospects
Develop offer elements
Test elements
Execute
Measure success
19-7
RFM Formula for Selecting Prospects
Recency
Frequency
Monetary value
19-8
Elements of the Offer Strategy
• Product• Offer• Medium• Distribution method• Creative strategy
19-9
Components of the Mailing
• Outside envelope• Sales letter• Circular• Reply form• Reply envelope
19-10
Types of Telemarketing
• Telesales• Telecoverage• Teleprospecting• Customer service
and technical support
19-11
Other Media for Direct Response
Television
• Direct Response Advertising
• At-home shopping channels
• Videotext
Kiosks
19-12
Designing an Attractive Web Site
• Context• Content
• Community• Customization
• Communication• Connection• Commerce
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
19-14
Increasing Visits and Site Stickiness• Deep information with
links• Changing news of
interest• Changing offers • Contests and
sweepstakes• Humor and jokes• Games
19-15
Online Ads
• Banner ads• Microsites• Sponsorships• Interstitials• Search-related ads• Content-targeted
advertising• Alliances• Affiliate programs
19-16
iTunes Affiliate Program
19-17
e-Marketing Guidelines
• Give the customer a reason to respond• Personalize the content of your emails• Offer something the customer could not get
via direct mail• Make it easy for customers to unsubscribe
19-18
Figure 19.2 Designing a Sales Force
Sales force objectives
Sales force strategy
Sales force structure
Sales force size
Compensation
19-19
Types of Sales Representatives
• Deliverer
• Order taker
• Missionary
• Technician
• Demand creator
• Solution vendor
19-20
Sales Tasks
• Prospecting• Targeting• Communicating• Selling• Servicing• Information gathering• Allocating
19-21
Figure 19.3 Managing the Sales Force
Recruiting, selecting
Training
Supervising
Motivating
Evaluating
19-22
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
19-23
Components of Sales Force Compensation
Fixed amount
Variable amount
Expense allowances
Benefits
19-24
What Motivates Sales Reps?
Most Rewarding• Pay• Promotion• Personal growth• Sense of
accomplishment
Least Rewarding• Liking• Respect• Security• Recognition
19-25
Table 19.1 Form for Evaluating Performance
19-26
Figure 19.4 Steps in Effective Selling
Prospecting/Qualifying
Preapproach
Approach
Presentation
Overcoming objections
Closing
Follow-up
19-27
Marketing Debate
Are Great Salespeople Born or Made?
Take a position:1. The key to developing an effective salesforce is selection.2. The key to developing an effective salesforce is training.
19-28
Marketing Discussion
Pick a company and go to the Website. How would you evaluate
the Web site? How well does itscore on the 7 C’s design
elements?