Upload
dedemuhammadluthfi
View
213
Download
0
Embed Size (px)
DESCRIPTION
teori mk marketing strategic
Citation preview
5/18/2018 13. Sales Force, Internet and Direct Marketing
1/30
CRAVENSCRAVENS
PIERCYPIERCY
8/e8/eMcGraw-Hill/Irwin 2006 The McGraw-Hill Companies, Inc., All
5/18/2018 13. Sales Force, Internet and Direct Marketing
2/30
13
Chapter Thirteen
Sales Force,Internet, and
Direct MarketingStrategies
McGraw-Hill/Irwin 2006 The McGraw-Hill Companies, Inc., All
5/18/2018 13. Sales Force, Internet and Direct Marketing
3/30
13
Sales Force
Strategy Internet Strategy
Direct Marketing
Strategies
SALES FORCE,
INTERNET, AND DIRECTMARKETINGSTRATEGIES
5/18/2018 13. Sales Force, Internet and Direct Marketing
4/30
13
OFFICE DEPOTSS!CCESSF!L INTERNET
STRATEG"Using a seamless network, Web operations are integrated into Ofce Depots existingbusinesses.
An easy-to-use electronic link is proidedbetween t!e online store and internal networks.
"urc!asing aut!ori#ations and limits areincorporated
into t!e system.
$ase o% use rat!er t!an tec!nology is t!e keypriority %or improing t!e online network.
&onuses are o'ered to salespeople to encouracorporate customers to use online ordering.
(ales applicants are tested concerning )nterne%amiliarity, and in%ormed o% t!e importance o%
Ofce
Depots online initiaties during t!e !iringprocess.
(ource0 1!arles 2addad, 3Ofce Depots $-Dia,4 &usiness Week e.bi#, August 5, +,$&-$&6.
5/18/2018 13. Sales Force, Internet and Direct Marketing
5/30
13
A co#$anys sales %orce
strategy&eter#ines 'o(
t'e organi)ation (ill *se
t'e $ersonal selling
%*nction to #aintain
contact (it' c*sto#ers an&
&e+elo$ t'e relations'i$s
t'at #anage#ent (ants in
or&er to ac'ie+e #arketing
an& $ro#otion o-ecti+es.
DESIGNING ANDIMPLEMENTING SALES
FORCE STRATEG"
5/18/2018 13. Sales Force, Internet and Direct Marketing
6/30
13
Sales Force Strategy
Determine t!e
role o% t!e sales%orce inpromotionstrategy
De/ne t!e sellingprocess 7!ow selling
will be accomplis!ed8
Decide i% and !owalternatie sales c!annels
will be utili#ed
Design t!e salesorgani#ation
9ecruit, train, and managesalespeople
$aluate per%ormanceand make ad:ustments
w!ere necessary
5/18/2018 13. Sales Force, Internet and Direct Marketing
7/30
13
C'allenges in Sellingan& Sales
Manage#entwo sets o% et!ical dilemmas are o% particularconcern to sales managers. !e /rst set isembedded in t!e managers dealings wit! t!esalespeople. $t!ical issues inoled inrelations!ips between a sales manager and t!e
sales %orce include suc! t!ings as %airness ande;ual treatment o% all social groups in !iring anpromotion, respect %or t!e indiidual insuperisory practices and training programs,and %airness and integrity in t!e design o% salesterritories, assignment o% ;uotas, and
determination o% compensation and incentierewards. $t!ical issues perade nearly allaspects o% sales %orce management.
!e second set o% et!ical issues arises %rom t!e
interactions between salespeople and t!eircustomers. !ese issues only indirectly inolet!e sales manager because t!e manager cannoalways directly obsere or control t!e actions oeery member o% t!e sales %orce. &ut manager!ae a responsibility to establis! standards o%
et!ical be!aior %or t!eir subordinates,communicate t!em clearly, and en%orce t!em(ource0 reg W.
5/18/2018 13. Sales Force, Internet and Direct Marketing
8/30
13
/*siness an&Marketing Strategy
In0*ences on SalesStrategy
SALESSTRATEG"
/*siness
Strategy
MarketTarget1s2Strategy
Pro#otion
Strategy
Distri*tionStrategy
PricingStrateg
y
Pro&*ctStrategy
5/18/2018 13. Sales Force, Internet and Direct Marketing
9/30
13
/l*rring o%in&*stry
o*n&aries Tec'nologyA&+ances
Mergersan&
ac3*isitins
Marketing$ro&*cti+ity
crisis
Escalatingc*sto#er
e4$ectationsIntensegloal
co#$etitin
SALES FORCEC5ALLENGES
5/18/2018 13. Sales Force, Internet and Direct Marketing
10/30
13
Range o% PersonalSelling Roles
TransactionalSelling
Feat*re6/ene7t Selling
Sol*tionSelling
8al*e9A&&e&Selling
5/18/2018 13. Sales Force, Internet and Direct Marketing
11/30
13
DEFINING T5ESELLING PROCESS
Fin&ing Pros$ects
O$ening t'e
Relations'i$
:*ali%ying t'ePros$ect
Presenting t'eSales Message
Closing t'eSale
Ser+icingt'e Acco*n
(ource0 reg W.
5/18/2018 13. Sales Force, Internet and Direct Marketing
12/30
13
As radical change sweeps through
todays marketplace, managers facedaunting questions about just how to
adapt. Most of those questions focus
on the structure and deployment ofsales forces: What is the right mi of
outside salespeople, inside reps,
independent reps, brokers,
telemarketers, and support staff! Are
sales reps e"en necessary! #r can
they be replaced by $%% numbers,
catalogs, shopping channels, or the
&nternet!
=ames 1!ampy, 3(trategy (ession,4 (A
5/18/2018 13. Sales Force, Internet and Direct Marketing
13/30
13
T'e Selling ProcessG*i&es
Recr*iting
Training E;ort Allocation
Organi)ationalDesign
Selling S*$$ort
Acti+ities
5/18/2018 13. Sales Force, Internet and Direct Marketing
14/30
13
Selecting SalesC'annels to 8al*e
C'ain Me#ers an&En& !sers
Ma-or Acco*ntManage#ent
Fiel& Sales Force
Tele#arketing
Electronic6Mail Contact
5/18/2018 13. Sales Force, Internet and Direct Marketing
15/30
13
DESIGNING T5E SALESORGANI
5/18/2018 13. Sales Force, Internet and Direct Marketing
16/30
13
S les Force
Deployment
Size of the Sales Force
Allocation of Selling Effort
Sales person skills and effort
PLUS
Market potential
Number and location ofcustomers
Intensit of competition
Market !brand" position ofthe compan
5/18/2018 13. Sales Force, Internet and Direct Marketing
17/30
13
+ustomer needsdifferent
roduct- Market
)ri"en design
Market)ri"en
design
(imple
product
offering
+omple
range of
product
roduct
)ri"en design
/eography
)ri"en design
+ustomer needs
similar
Alternati+e Designs
5/18/2018 13. Sales Force, Internet and Direct Marketing
18/30
13
Selecting n
Org niz tion l
Design
#hat is the selling $ob%
&o' much customer(product
specialization is necessar% )ole of *alue chain !channel"
relationships%
&o' man sales management le*els!hierarch *ersus process"%
#ill sales teams be used%
Sales channels in addition to the field
sales force% Are there an sales structure danger
signals !high costs+ turno*er+ large
sales *ariations across territor%
5/18/2018 13. Sales Force, Internet and Direct Marketing
19/30
13
,-
./
.-
0/
0-
1/
1-
/
-
2- 3- 4- 5- 1-- 11-
(ales
0millions
1umber of salespeople
(elling
epense
/ross profit
contribution
+urrent
le"el
Maimum profitcontribution le"el
Sales Force Si)eE4a#$le
5/18/2018 13. Sales Force, Internet and Direct Marketing
20/30
13
MANAGING T5ESALES FORCE
Fin&ing an&Selecting
Sales$eo$le
Training6De+elo$#e
nt Manage#ent Control
Monitoring
Directing
E+al*ating
Re(ar&ing
5/18/2018 13. Sales Force, Internet and Direct Marketing
21/30
13
T'e S(iss Dr*g MakerNo+artis Strengt'ens
Sales Force Ca$ailitiesFoartis +EEE sales growt! wasery low compared to rialsdouble-digit sales increases. op
management launc!ed a ma:orturnaround strategy, spear!eadedby new product initiaties andstrengt!ening o% t!e sales %orce.(alespeople were proided customer
researc! in%ormation to %ocus t!eirtargeting e'orts.!e si#e o% t!e sales %orce wasincreased
%rom ,G+ to 5, in .1ollaboration and persistence were determined to be key traits o% !ig!
per%ormance Foartis salespeople.
5/18/2018 13. Sales Force, Internet and Direct Marketing
22/30
13
SALES FORCEE8AL!ATION AND
CONTROL
erformance
Measures
erformance(tandards
Acti"ities 2ocus of Management
+ontrol and-or #utcomes
5/18/2018 13. Sales Force, Internet and Direct Marketing
23/30
13
REIN8ENTING T5ESALES ORGANI
5/18/2018 13. Sales Force, Internet and Direct Marketing
24/30
13
INTERNET STRATEG"
(trategy )e"elopment
&nternet #bjecti"es
*+ommerce (trategy
3alue #pportunities and
4isks Measuring
*ffecti"eness
5he 2uture of the&nternet
5/18/2018 13. Sales Force, Internet and Direct Marketing
25/30
13
Internet StrategyAlternati+es
Pro#otionalMe&i*#
Co##*nicationTool
8al*e9C'ainC'annel
Se$arate/*siness Mo&el
5/18/2018 13. Sales Force, Internet and Direct Marketing
26/30
13
Deci&ing InternetO-ecti+es
+reating Awareness
and &nterest
&nformation
)issemination
#btaining 4esearch&nformation
6rand 6uilding
&mpro"ing +ustomer
(er"ice
5/18/2018 13. Sales Force, Internet and Direct Marketing
27/30
13
DESIGNING T5ESTRATEG"
+.1ustomer >roupsargeted
.Halue "ropositionC.1ommunications
(trategy
6.Designing t!e Website
.(tructure o% t!e
Organi#ation5.Alliance "artners
@.(!are!older Halue
.r kin " r% rm n(ource0 =. ?. 9ayport and &. =. =aworski, e-1ommerce, raw-2illB)rwin, C, +.
5/18/2018 13. Sales Force, Internet and Direct Marketing
28/30
.r kin " r% rm n13
Meas*ring InternetE;ecti+eness
1!allenging butcapabilities are
deeloping.W!at s!ould be measuredand !owI
5/18/2018 13. Sales Force, Internet and Direct Marketing
29/30
13
DIRECT MARKETING
7iosk
(hopping +atalogs
)irect Mail*lectronic
(hopping
4adio-Maga'ine
-
1ewspaper 5ele"ision
5elemarketing
DIRECTMARKETINGMET5ODS
5/18/2018 13. Sales Force, Internet and Direct Marketing
30/30
13
Adv nt ges of
Direct M rketing
Socio6economic 7rends
7ime constraints(
con*enience Lo' Access 8osts
Much lo'er than face6to6face
contact 9ata :ase Management
Facilitates direct marketing
initiati*es
;alue
An attracti*e bundle of *alue