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?