MARKETING MANAGEMENT

12th edition

19
Managing Personal
Communications

Kotler Keller
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
Recency

Frequency
Frequency

Monetary
Monetary value
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
iTunes Affiliate Program

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 Least Rewarding

• Pay • Liking
• Promotion • Respect
• Personal growth • Security
• Sense of • Recognition
accomplishment

19-24
Table 19.1 Form for Evaluating Performance

19-25
Figure 19.4 Steps in Effective Selling

Prospecting/Qualifying
Preapproach
Approach
Presentation
Overcoming objections
Closing
Follow-up
19-26
Marketing Debate

 Are Great Salespeople Born or Made?

Take a position:
1. The key to developing an effective sales
force is selection.
2. The key to developing an effective sales
force is training.

19-27
Marketing Discussion

 Pick a company and go to the Web

site. How would you evaluate
the Web site? How well does it
score on the 7 C’s design
elements?

19-28