10-1

MARKETING MANAGEMENT

Managing Personal Communication

19-2

Chapter Questions

• When is a sales force useful?

• How do companies manage a sales forces?

• How can salespeople improve selling,

negotiating, and relationship marketing skills?

• What direct channels can companies use?

• How should companies do direct marketing?

19-3

RFM Formula for Selecting Prospects

RecencyRecency

FrequencyFrequency

Monetary valueMonetary value

19-4

Types of Telemarketing

• Telesales

• Teleprospecting

• Customer service and technical support

19-5

Sales Tasks

• Prospecting

• Targeting

• Communicating

• Selling

• Servicing

• Information gathering

• Allocating

19-6

Steps in Effective Selling

Prospecting/Qualifying

Preapproach

Approach

Presentation

Overcoming objections

Closing

Follow-up

19-7

Direct Marketing

Channels used to reach and deliver

goods and services

to customers

without using market middlemen.

19-8

Direct Marketing Channels

Catalogues

Direct mail

Telemarketing

Web sites

Email marketing

Mobile devices

Interactive TV

19-9

Constructing a Direct-Mail Campaign

Establish objectives

Select target prospects

Develop offer elements

Test elements

Execute

Measure success

19-10

Activity

Target Markets and Prospects

– Direct market consists of five elements - product, offer, medium, distribution method, and creative strategy.

– On a scale of 1 to 5 (1 being does not work, 5 being works very well) rank these pieces on these five elements. What is the group’s consensus as to which offers would works the best and why?

19-11

Designing a Web Site

• Context• Content

• Community• Customization

• Communication• Connection• Commerce

19-12

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