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7.10.09

AI212V Industrial Marketing

Day 4

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Chapter 19Managing Personal

Communication• Interaction

• Personal non interactive selling

• Word of Mouth

• Managing sales force

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Personal non interactive selling

• Direct mail

• Catalogs

• Telemarketing

• E-mail

• Ethical issues, Irritation, Unfairness, Deception and fraud, Invasion of privacy.

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Interaction

• Read the customer ---

Answer the customers questions.

Media of interaction, ---

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Word of Mouth

• Social or professional networks

• Opinion leaders

• Sociograms, most trusted members.

• How to locate the opinion leaders?

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Sales force

• What do the sales people sell?

• Cost or using

• Motivation sales force

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Chapter 20

• New market offerings

• All abut marketing one time more!

• * cross-functional teams

• * timing

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Chapter 21

• Going Global

• See course AI213V

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Chapter 22Holistic marketing

Trends in marketing

Reengineering,

Outsourcing,

Benchmarking,

S-, and C- partnering,

Merging,

Globalizatiotion

Flattering,

Accelerating,

Empowering.

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CSRCorporate Social Responsibility

• Legal behavior

• Ethical

• Social responsibility

• Sustainability

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Profitability Control

• Profit margin=net profit/net sales* =

• Asset Turnover= net sales/total assets

= Return on Assets * Financial leverage= ROI

ROI = 1,5% * 3,2 *2,6 = 12,5 %

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Profitability analysis

• Relevant costs

• Project/Product accounting

• P & L statement for each product/segment

• Take action