Transcript Chapter17
MARKETING PLAN: How to Gauge Marketing Performance 19-1 The Communication Effects “Pyramid” Use – 5% Trial – 20% Preference – 25% Liking – 40% Knowledge – 70% Awareness – 90% Chapter Questions • What direct channels can companies use? • How should companies do direct marketing? • When is a sales force useful? • How do companies manage a sales forces? • How can salespeople improve selling, negotiating, and relationship marketing skills? 19-3 Direct Marketing Channels used to reach and deliver goods and services to customers without using market middlemen. 19-4 Direct Marketing Channels Catalogues Direct mail Telemarketing Web sites Email marketing Mobile devices Interactive TV 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 Types of Telemarketing • • • • Telesales Telecoverage Teleprospecting Customer service and technical support 19-8 Designing a Web Site • Context • Content • Community • Customization • Communication • Connection • Commerce 19-9 iTunes Affiliate Program 19-10 Sales Tasks • Prospecting • Targeting • Communicating • Selling • Servicing • Information gathering • Allocating 19-11 Designing a Sales Force Sales force objectives Sales force strategy Sales force structure Sales force size Compensation 19-12 Steps in Effective Selling Prospecting/Qualifying Preapproach Approach Presentation Overcoming objections Closing Follow-up 19-13 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? 19-14