Marketing Management, 12/e
A South Asian Perspective
19
Managing Personal
Communications
Kotler
Koshy
Keller
Jha
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?
19-2
Direct Marketing
Use of consumer-direct channels to reach
and deliver goods and services to
customers without using
market middlemen.
19-3
Direct Marketing Channels
Catalogs
Direct mail
Telemarketing
Web sites
Email marketing
Mobile devices
Interactive TV
19-4
Public Issues in Direct Marketing
Irritation
Unfairness
Deception/fraud
Invasion of privacy
19-5
Constructing A Direct-Mail Campaign
Establish objectives
Select target prospects
Develop offer elements
Test elements
Execute
Measure success
19-6
RFM Formula for Selecting Prospects
Recency
Frequency
Monetary value
19-7
Elements of the Offer Strategy
Product
Offer
Medium
Distribution method
Creative strategy
19-8
Components of the Mailing
Outside envelope
Sales letter
Circular
Reply form
Reply envelope
19-9
Types of Telemarketing
Telesales
Telecoverage
Teleprospecting
Customer service and technical support
19-10
Other Media for Direct Response
Television
Direct Response Advertising
At home shopping channels
Videotext
Kiosks
19-11
Designing an Attractive Web Site
Context
Content
Community
Customization
Communication
Connection
Commerce
19-12
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
19-13
Increasing Visits and Site Stickiness
Deep information with links
Changing news of interest
Changing offers
Contests and sweepstakes
Humor and jokes
Games
19-14
Online Ads
Banner ads
Microsites
Sponsorships
Interstitials
Search-related ads
Content-targeted advertising
Alliances
Affiliate programs
19-15
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
19-16
Figure 19.1 Designing a Sales Force
Sales force objectives
Sales force strategy
Sales force structure
Sales force size
Compensation
19-17
Types of Sales Representatives
Deliverer
Order taker
Missionary
Technician
Demand creator
Solution vendor
19-18
Sales Tasks
Prospecting
Targeting
Communicating
Selling
Servicing
Information gathering
Allocating
19-19
Figure 19.2 Managing the Sales Force
Recruiting, selecting
Training
Supervising
Motivating
Evaluating
19-20
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
19-21
Components of Sales Force
Compensation
Fixed amount
Variable amount
Expense allowances
Benefits
19-22
What Motivates Sales Reps?
Most Rewarding
Pay
Promotion
Personal growth
Sense of
accomplishment
Least Rewarding
Liking
Respect
Security
Recognition
19-23
Figure 19.3 Steps in Effective Selling
Prospecting/ Qualifying
Preapproach
Approach
Presentation
Overcoming objections
Closing
Follow-up
19-24
