MARKETING MANAGEMENT12th edition

Kotler Keller

19 Managing Personal

Communications

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 UseDownloads quicklyFirst page is easy to understandEasy to navigate

AttractivenessClean lookingNot overly crammed with contentReadable fontsGood 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

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

19-17

Figure 19.2 Designing a Sales Force

Sales force objectives

Sales force strategy

Sales force structure

Sales force size

Compensation

19-18

Types of Sales Representatives

• Deliverer

• Order taker

• Missionary

• Technician

• Demand creator

• Solution vendor

19-19

Sales Tasks

Prospecting Targeting Communicating Selling Servicing Information gathering Allocating

19-20

Figure 19.3 Managing the Sales Force

Recruiting, selecting

Training

Supervising

Motivating

Evaluating

19-21

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

19-22

Components of Sales Force Compensation

Fixed amount Variable amount Expense allowances Benefits

19-23

What Motivates Sales Reps?

Most Rewarding Pay Promotion Personal growth Sense of

accomplishment

Least Rewarding Liking Respect Security Recognition

19-24

Figure 19.4 Steps in Effective Selling

Prospecting/ Qualifying

Preapproach

Approach

Presentation

Overcoming objections

Closing

Follow-up