Transcript Direct5

Markkinoinn ja myynnin perusteet
MAR1LH001
Personal Selling
Direct Marketing
Anna Hankimaa
Markkinointi
Visio
Missio
Markkinoinnin strategiset päätökset:
segmentointi, arvolupaus, asemointi
Liiketoimintastrategiat
Product
Tuote
Henkilökohta
inen myynti
MAR1LH001 A.Hankimaa
Mainonta
Price
Hinnoittelu
SP, myynnin
edistäminen
Promotion
Markkinointiviestintä
PR
Place
Saatavuus
Suoramarkkinointi
Marketing
Communications Mix
• Advertising, Sales Promotion
• PR, public relations
– Building good relations with the company’s various publics by obtaining
favorable publicity, building up a good corporate image, and handling or
heading off unfavorable rumours, stories and events
• Personal Selling
– Personal presentation by the firm’s sales force for the purpose of
making sales and building customer relationships
• Direct Marketing
– Connecting directly with carefully targeted individual consumers to both
obtain an immediate response and cultivate lasting customer
relationships.
MAR1LH001 A.Hankimaa
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Personal Selling
• Involves personal interaction between two or more
people
• Allows relationship building
• Most expensive promotion tool
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The Role of the Sales Force
• Personal selling is a paid, personal form of promotion.
• Involves two-way personal communication between
salespeople and individual customers.
• Salespeople:
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Probe customers to learn about problems
Adjust marketing offers to fit special needs
Negotiate terms of sales
Build long-term personal relationships
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The Role of the Sales Force
• Sales Force serves as critical link between company
and its customers
• They represent the company to the customers
• They represent the customers to the company
• Goal: customer satisfaction and company profit
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The advantages of personal
selling
• Two ways face-to-face communication
– Questions, Demostrations, Relationships,
Representation
• Sales Messages
– Flexible and Responsive
• In-depth Product Knowledge
– Better macht with needs of a customer
• Negotiation
– Price, delivery, special requirements
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Recruiting and Selecting
Salespeople
• Key talents of salespeople:
– Motivation
– Disciplined work style
– Ability to close a sale
– Ability to build relationships with customers
– ATTITUDE!
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Sales Force Training Goals
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Learn about and identify with the company
Learn about the company’s products
Learn customers’ and competitors’ characteristics
Learn how to make effective presentations
Learn field procedures and responsibilities
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DIRECT MARKETING
MAR1LH001 A.Hankimaa
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Marketing
Direct Marketing
• Direct marketing consists of direct connections with
carefully targeted individual consumers to both obtain an
immediate response and cultivate lasting customer
relationships.
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MarketingLähde: Kotler-Armstrong
Direct Marketing
• Many forms that share four characteristics:
– Nonpublic – ei julkista
– Immediate - välitöntä
– Customized – räätälöityä, kohdistettua
– Interactive - vuorovaikutteista
• Well suited to highly targeted marketing
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The New Direct-Marketing
Model
• Direct marketing has undergone a dramatic
transformation
• Most firms use direct marketing as a supplemental
channel or medium
• For many companies, direct marketing constitutes a
new and complete model for doing business
• Some firms employ the direct model as their only
approach (e.g.Amazon, eBay)
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Why has Direct Marketing
Become More Important?
• Market and Media Fragmentation
– Number of media outlets – magazines and TV
• Developments in Technology
– IT – personalised letters, automation, internet
– Cost per customer
• Sophisticated Analytical Techniques
– Geodemographic analysis
• Co-ordinated Marketing Systems
– Interweaving marketing activity – competition entries, loyalty cards
(interweaving=kutoa/punoa yhteen)
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Benefits of Direct Marketing
• Benefits to Buyers:
– Convenient
– Easy to use
– Private
– Ready access to products and information
– Immediate and interactive
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Benefits of Direct Marketing
• Benefits to sellers:
– Powerful tool for building customer relationships.
– Offers a low-cost, speedy way to reach markets,
including business markets.
– Offers lower costs, improved efficiencies, and
speedier handling of channel and logistics functions.
– Offers greater flexibility.
– Gives access to buyers that could not be reached
through other channels.
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Customer Databases
ASIAKASTIETOKANNAT
• An organized collection of
comprehensive data about
individual customers or
prospects
• Includs geographic,
demographic,
psychographic, and
behavioral data.
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Marketing
Copyright 2011, Pearson Education Inc.,
Publishing as Prentice-Hall
Forms of Direct Marketing
MAR1LH001 A.Hankimaa
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MarketingLähde: Kotler-Armstrong
Copyright 2011, Pearson Education Inc.,
Publishing as Prentice-Hall
Forms of Direct Marketing
• Catalog marketing:
– Direct marketing through print, video, or digital catalogs that
are mailed to select customers, made available in stores, or
presented online.
– Catalog marketing trends: More and more catalogs are going
digital: Minimizes costs, and web space is unlimited. Allows real-time
merchandising
• Telephone marketing
– Marketers use outbound and inbound calls.
• Outbound: Sell directly to consumer.
• Inbound: Toll-free ordering or order faxing.
Copyright 2011, Pearson Education Inc.,
Publishing as Prentice-Hall
MAR1LH001 A.Hankimaa
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Forms of Direct Marketing
• Home shopping channels:
– Entire cable channels dedicated to selling
multiple brands, items, and services.
• Mobile phone marketing
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Forms of Direct Marketing
• Kiosk marketing:
– Information and ordering
machines generally found
in stores, airports, and
other locations.
– E.g., Redbox operates
more than 15,000 DVD
rental kiosks nationwide.
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MarketingLähde: Kotler-Armstrong
Copyright 2011, Pearson Education Inc.,
Publishing as Prentice-Hall
Forms of Direct Marketing
• New digital direct marketing technologies:
– Podcasts and vodcasts.
• Purina Petcasts
– Interactive TV (ITV):
• Viewer engagement is much higher than with
regular TV ads.
• Online marketing is the final form of direct marketing.
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Forms of Direct Marketing
Direct-Mail Marketing
SUORAMAINONTA, SUORAPOSTITUKSET
• Involves sending an offer, announcement, reminder, or
other item to a person at a particular address
• Accounts for more than 31% of direct-marketing sales (US)
• Permits high target-market selectivity
• Personal and flexible
• Easy to measure results
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Online Marketing
VERKKOMARKKINOINTI
• Company efforts to market products and services and
build customer relationships over the internet
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Online Marketing
• Click-only companies:
– So-called dot-coms, which operate only online
without any brick-and-mortar presence
• Types of click-only firms:
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E-tailers (Amazon)
Search engines and portals (Google)
Transaction sites (eBay)
Content sites (ruutu.fi)
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Online Marketing Domains
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Copyright 2011, Pearson Education
Inc., Publishing as Prentice-Hall
Online Marketing
• Business-to-consumer (B2C) online marketing:
– Businesses selling goods and services online to final
consumers.
• Trends:
– Online buying continues to grow.
– The Internet influences 35% of total retail sales; 50%
of US households shop online.
– B2C consumers differ from off-line consumers
because customers initiate and control the Internet
exchange process.
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MarketingLähde: Kotler-Armstrong
Online Marketing
• Business-to-business (B2B) online marketing:
– Businesses using B2B Web sites, e-mail, online
catalogs, online trading networks, and other online
resources to reach new business customers, serve
current customers more effectively, and obtain
buying efficiencies and better prices.
– Most major B2B marketers offer online product
information, purchasing, and support.
– Many firms use the Internet to build stronger
customer relationships.
MAR1LH001 A.Hankimaa
Lähde: Kotler-Armstrong, Principals of
Marketing
Online Marketing
• Consumer-to-consumer (C2C) online marketing:
– Online exchanges of goods and information between
final consumers.
– Auction sites such as eBay offer marketplaces to
buy or exchange goods.
– Blogs and forums facilitate information
interchanges.
• Marketers are tapping into blogs as a medium for
reaching carefully targeted consumers.
• Firms should monitor blogs for what is being said.
MAR1LH001 A.Hankimaa
Lähde: Kotler-Armstrong, Principals of
Marketing
Online Marketing
• Consumer-to-business (C2B) online marketing:
– Online exchanges in which consumers search out
sellers, learn about their offers, and initiate
purchases, sometimes even driving transaction
terms.
– www.getsatisfaction.com
MAR1LH001 A.Hankimaa
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Online Marketing
• Corporate web sites:
– Designed to build
customer goodwill,
collect customer
feedback, and
supplement other
sales channels, rather
than to sell the
company’s products
directly.
MAR1LH001 A.Hankimaa
• Marketing web sites:
– A web site that
engages consumers
in interactions that
move them closer to
a direct purchase or
other marketing
outcome.
Lähde: Kotler-Armstrong, Principals of
MarketingLähde: Kotler-Armstrong
Setting Up for Online
Marketing
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MarketingLähde: Kotler-Armstrong
Copyright 2011, Pearson Education
Inc., Publishing as Prentice-Hall
Online Marketing
• Placing ads and promotions online:
– Forms of online advertising
(http://www.oregonlive.com/mediakit/ad_gallery.html )
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Banner ads
Interstitials
Pop-up or pop-under ads
Rich media ads
Search-related ads (contextual advertising)
MAR1LH001 A.Hankimaa
Lähde: Kotler-Armstrong, Principals of
MarketingLähde: Kotler-Armstrong
Online Marketing
• Placing ads and promotions online:
– Other forms of online promotion:
• Content sponsorships (sponsoring special content).
• Alliances and affiliate programs (work with firms to promote
each other).
• Viral marketing (Internet version of word-of-mouth).
– Burger King’s Subservient Chicken campaign was a huge success.
– Tjäreborgin asiakkuusohjelman aktivoiminen
http://www.opas.net/Suora_2009/5_1.htm
MAR1LH001 A.Hankimaa
Lähde: Kotler-Armstrong, Principals of
MarketingLähde: Kotler-Armstrong
Online Marketing
• Creating or participating in online social networks:
– Also called web communities.
• E.g., MySpace, Facebook, YouTube.
– Marketers can participate in existing online
communities or set-up their own
– More focused niche social networks are emerging
which can be used to target special interest groups
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Online Marketing
• Using e-mail:
– 79% of all direct marketing campaigns employ email.
– Enriched e-mail messages can grab attention.
– Spam accounts for 90% of all e-mail sent.
– Permission-based e-mail marketing is key.
– E-mail can produce an ROI 40-50% higher than
other forms of direct marketing.
MAR1LH001 A.Hankimaa
Lähde: Kotler-Armstrong, Principals of
MarketingLähde: Kotler-Armstrong
Public Policy and Ethical
Issues in Direct Marketing
• Irritation, unfairness, deception, and fraud:
– Direct marketing excesses may offend consumers.
– Direct marketing has been accused of taking unfair
advantage of impulsive or less sophisticated buyers.
– Internet fraud and phishing are growing concerns.
– Internet shoppers have online security concerns.
– Marketers often find it difficult to restrict access by
vulnerable or unauthorized groups.
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MarketingLähde: Kotler-Armstrong
Public Policy and Ethical
Issues in Direct Marketing
• Invasion of privacy:
– Database marketing allows customers to receive
offers closely matched to their interests.
– Critics worry whether marketers know TOO much
about consumers.
– Online privacy (particularly for children) is of
particular concern.
– If marketers don’t prevent privacy abuse, legislators
may step in.
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Lähde: Kotler-Armstrong, Principals of
MarketingLähde: Kotler-Armstrong