3484-3202 kotler mm 13e media 19-personal communication

8/12/2019 3484-3202 Kotler MM 13e Media 19-Personal Communication

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Managing Personal

Communications:

Direct andInteractive Marketing,

Word of Mouth, and

Personal Selling

19

Marketing Management

A Sou th Asian Perspect ive, 13th

ed


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Copyright 2009 Dorling Kindersley (India) Pvt. Ltd. 19-2

Chapter Questions

How can companies integrate direct marketingfor competitive advantage?

How can companies do effective interactive

marketing? How can marketers best take advantage of the

power of word of mouth?

What decisions do companies face in

designing and managing a sales force?

How can salespeople improve selling,

negotiating, and relationship marketing skills?


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Cokes Embraces Interactive Marketing

with MyCoke.com
http://www.mycoke.com/


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What is Direct Marketing?

Direct marketingis the use of

consumer-direct channels to reach and

deliver goods and services to

customers without using market

middlemen.


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Direct Marketing Channels

Direct mail

Catalogs

Telemarketing

Other direct response


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Constructing a Direct-Mail Campaign

Establish objectives

Select target prospects

Develop offer elements

Test elements

Execute

Measure success


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RFM Formula for

Selecting Prospects

Recency

Frequency

Monetary value
http://www.the-dma.org/


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Elements of the Offer Strategy

Product

Offer

Medium Distribution method

Creative strategy


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Components of the Mailing

Outside envelope

Sales letter

Circular Reply form

Reply envelope


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Types of Telemarketing

Telesales

Telecoverage

Teleprospecting

Customer service

and technical

support


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Other Media for Direct Response

Television

Direct Response Advertising

At-home shopping channels

Videotext

Kiosks


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Public Issues in Direct Marketing

Irritation

Unfairness

Deception/fraud

Invasion of privacy


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Interactive Marketing

Tailored messages possible

Easy to track responsiveness

Contextual ad placement possible Search engine advertising possible

Subject to click fraud

Consumers develop selective attention


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Online Promotional Opportunities

Websites

Microsites

Search ads

Display ads

Interstitials

Internet-specific ads

and videos

Sponsorships

Alliances and

affiliate programs

Online communities

Email

Mobile marketing


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A Microsite:

Burger Kings Subservient Chicken
http://www.subservientchicken.com/


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e-Marketing Guidelines

Give the customer a reason to respond

Personalize the content of your emails

Offer something the customer could notget via direct mail

Make it easy for customers to

unsubscribe


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Word-of-Mouth Marketing is

Empowered by Social Networks
http://www.myspace.com/


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How to Start Buzz

Identify influential individuals and companiesand devote extra effort to them

Supply key people with product samples

Work through community influentials Develop word-of-mouth referral channels to

build business

Provide compelling information that

customers want to pass along


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Figure 19.4 Designing

a Sales Force

Sales force objectives

Sales force strategy

Sales force structure

Sales force size

Compensation


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Types of Sales Representatives

Deliverer

Order taker Missionary

Technician

Demand creator

Solution vendor
http://localhost/var/www/apps/conversion/tmp/scratch_9/19_AFLAC.mov


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Sales Tasks

Prospecting

Targeting

Communicating

Selling

Servicing

Information

gathering Allocating


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Figure 19.7 Managing the

Sales Force

Recruiting, selecting

Training

Supervising

Motivating

Evaluating


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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 callsrequired divided by number possible


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Components of Sales Force

Compensation

Fixed amount

Variable amount

Expense allowances

Benefits


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Table 19.1 Form for Evaluating Performance


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Figure 19.8 Steps in Effective Selling

Prospecting/Qualifying

Preapproach

Approach

Presentation

Overcoming objections

Closing

Follow-up


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Marketing Debate

Are great salespeople born or made?

Take a position:1. The key to developing an effective sales

force is selection.

or

2. The key to developing an effective salesforce is training.


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Marketing Discussion

Pick a company and go to the

Website. How would you evaluate the site?

How well does it score on the seven

Cs design elements?

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