Marketing Management Kotler Edition 14th_19_ippt

19ManagingPersonalCommunications,1,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-2,ChapterQuestions,Howcancompaniesconductdirectmarketingforcompetitiveadvantage?Howcancompaniescarryouteffectiveinteractivemarketing?Howdoeswordofmouthaffectmarketingsuccess?Whatdecisionsdocompaniesfaceindesigningandmanagingasalesforce?Howcansalespeopleimproveselling,negotiating,andrelationshipmarketingskills?,ThePepsiRefreshProjectChangedHowPepsiMarketedItselftoitsTargetMarket,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-3,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-4,WhatisDirectMarketing?,Directmarketingistheuseofconsumer-directchannelstoreachanddelivergoodsandservicestocustomerswithoutusingmarketmiddlemen.,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-5,DirectMarketingChannels,DirectmailCatalogsTelemarketingOtherdirectresponse,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-6,ConstructingaDirect-MailCampaign,EstablishobjectivesSelecttargetprospectsDevelopofferelementsTestelementsExecuteMeasuresuccess,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-7,RFMFormulaforSelectingProspects,RecencyFrequencyMonetaryvalue,ElementsoftheOfferStrategy,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-8,Product,Offer,Medium,DistributionMethod,CreativeStrategy,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-9,ComponentsoftheMailing,OutsideenvelopeSalesletterCircularReplyformReplyenvelope,Catalogs,Howmanycatalogsdidyougetinthemailyesterday?Howmanycatalogwebsitesdoyouvisitwhenshoppingonline?,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-10,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-11,TypesofTelemarketing,TelesalesTelecoverageTeleprospectingCustomerserviceandtechnicalsupport,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-12,OtherMediaforDirectResponse,TelevisionRadioKiosksNewspapersMagazinesInternet,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-13,PublicIssuesinDirectMarketing,IrritationUnfairnessDeception/fraudInvasionofprivacy,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-14,InteractiveMarketing,TailoredmessagespossibleEasytotrackresponsivenessContextualadplacementpossibleSearchengineadvertisingpossibleSubjecttoclickfraudConsumersdevelopselectiveattention,Figure19.1AverageTimeSpentperDaywithSelectMediaforUSConsumers,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-15,WhopperFreakoutIntegratedInteractiveMedia,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-16,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-17,OnlinePromotionalOpportunities,WebsitesMicrositesSearchadsDisplayadsInterstitialsInternet-specificadsandvideos,SponsorshipsAlliancesandaffiliateprogramsOnlinecommunitiesEmailMobilemarketing,Figure19.2KeyDesignElementsofEffectiveWebSites,Context:LayoutanddesignContent:Text,pictures,sound,videoCommunity:User-to-usercommunicationCustomization:SitespersonalizationabilityCommunication:Site-usercommunicationConnection:LinkstoothersitesCommerce:Abilitytoconducttransactions,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-18,OnlineAds,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-19,SearchAds,DisplayAds,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-20,e-MarketingGuidelines,GivethecustomerareasontorespondPersonalizethecontentofyouremailsOffersomethingthecustomercouldnotgetviadirectmailMakeiteasyforcustomerstounsubscribe,Ismobilemarketingthenextbigmediumfordirectmarketers?,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-21,WordofMouth,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-22,Earnedmedia,Paidmedia,PlatformsofSocialMedia,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-23,OnlineCommunitiesandForums,Blogs,SocialNetworks,MotrinLearnsthePowerofSocialMedia,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-24,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-25,HowtoStartBuzz,IdentifyinfluentialindividualsandcompaniesanddevoteextraefforttothemSupplykeypeoplewithproductsamplesWorkthroughcommunityinfluentialsDevelopword-of-mouthreferralchannelstobuildbusinessProvidecompellinginformationthatcustomerswanttopassalong,CreatingaViralOpportunity,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-26,TypesofSalesRepresentatives,1.Deliverer2.Ordertaker3.Missionary4.Technician5.Demandcreator6.Solutionvendor,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-27,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-28,Figure19.3DesigningaSalesForce,SalesForceObjectives,SalesForceStrategy,SalesForceStructure,SalesForceSize,SalesForceCompensation,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-29,SalesTasks,ProspectingTargetingCommunicatingSellingServicingInformationgatheringAllocating,Howshouldthefirmorganizethesalesforcestructure?,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-30,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-31,WorkloadApproachtoDeterminingSalesForceSize,CustomersaregroupedintosizeclassesDesirablecallfrequenciesareestablishedNumberofaccountsineachsizeclassmultipliedbycallfrequencyAveragenumberofcallspossibleperyearestablishedNumberofrepsequaltototalannualcallsrequireddividedbynumberpossible,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-32,ComponentsofSalesForceCompensation,FixedamountVariableamountExpenseallowanceBenefits,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-33,Figure19.5ManagingtheSalesForce,Recruiting,Selecting,Training,Supervising,Motivating,Evaluating,SalespersonEvaluation,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-34,Copyright2011PearsonEducation,Inc.PublishingasPrenticeHall19-35,PrinciplesofPer