marketing princiles unit 11 comunication

Unit 11 - Communications Integrated Marketing Communications: Personal Selling g and Direct Marketing CuuDuongThanCong.com https://fb.com/tailieudientucntt The Nature of Personal Selling The The term salesperson covers a wide spectrum of positions from:  Order taker (department store salesperson)  Order getter (someone engaged in creative selling) CuuDuongThanCong.com https://fb.com/tailieudientucntt The Role of the Sales Force  Involves two-way, personal communication between salespeople l l and d iindividual di id l customers t  Personal selling is effective because salespeople can:  probe customers to learn more about their problems problems,  adjust the marketing offer to fit the special needs of each customer,  negotiate terms of sale, and  build long-term personal relationships with key decision makers CuuDuongThanCong.com https://fb.com/tailieudientucntt The Role of the Sales Force Representt th R the C Company to Customers to Produce Company Profit Sales Force Serves as a Critical Link Between a Company and its Customers Since They: Represent Customers to p y to Produce the Company Customer Satisfaction CuuDuongThanCong.com https://fb.com/tailieudientucntt Training Salespeople The Average Sales Training Program lasts for Four Months and Has the Following Goals: Help Salespeople Know & Identify With the Company Learn About the Products Learn About Competitors’ and Customers Customers’ Characteristics Learn How to Make Effective Presentations Understand Field Procedures and Responsibilities CuuDuongThanCong.com https://fb.com/tailieudientucntt Compensating Salespeople To Attract Salespeople, a Company Must Have an Attractive Plan Made Up of Several Elements Fixed Amount: U Usually ll a Salary CuuDuongThanCong.com Variable Amount: Usually Commissions Or Bonuses Expense Allowance: F JobFor J b Related Expenses https://fb.com/tailieudientucntt Supervising Salespeople Directing Salespeople • Identify Id tif Customer C t Targets T t & Call Norms • Time Spent Prospecting for N New A Accounts t • Use Sales Time Efficiently Annual Call Plan Time-and-Duty Analysis Sales Force Automation CuuDuongThanCong.com Motivating Salespeople • Organisational Climate • Sales Quotas • P i i IIncentives Positive i  Sales Meetings  Sales Contests  Honors and Trips  Merchandise/Cash https://fb.com/tailieudientucntt What is Relationship Marketing? Relationship Marketing Emphasizes Maintaining Profitable Long-Term Relationships with Customers by Creating Superior Customer Value and Satisfaction CuuDuongThanCong.com https://fb.com/tailieudientucntt  Form F students t d t into i t groups off three th t five to fi Each group should answer the following questions: ti  Explain the meaning of relationship marketing  Describe how relationship marketing might be used in selling a new car CuuDuongThanCong.com https://fb.com/tailieudientucntt Mass Marketing and Direct M k ti Marketing Most Mass Marketing Involves One One-Way Way Communications Aimed At Consumers Directt M Di Marketing k ti Involves Two-Way Interactions With Customers CuuDuongThanCong.com https://fb.com/tailieudientucntt The New Direct Marketing Model  Some firms use direct marketing as a supplemental medium di  For many companies, direct marketing – especially Internet and e-commerce companies – constitutes a new and complete model for doing business  Some firms use the new direct model as their onlyy approach  New marketing model of the next millennium CuuDuongThanCong.com https://fb.com/tailieudientucntt Benefits and Growth of Direct Marketing  Benefits to Buyers Convenient Easy to use Private Product access and selection Abundance of information Immediate Interactive CuuDuongThanCong.com  Benefits to Sellers Consumer relationship building Reduces costs Increases speed and efficiency P id flflexibility Provides ibilit Global medium https://fb.com/tailieudientucntt Customer Databases and Marketing  Customer Databases are an Organised C ll ti off Collection Comprehensive Data About Individual Customers or Prospects  Allows companies to offer ff fine-tuned fi t d marketing offers and communications to customers CuuDuongThanCong.com https://fb.com/tailieudientucntt Forms of Direct Marketing CuuDuongThanCong.com https://fb.com/tailieudientucntt Forms of Direct Marketing  Telephone Marketing Represents 36% of direct marketing sales Outbound telephone marketing sells directly to customers Inbound numbers provide a toll-free number to receive orders CuuDuongThanCong.com  Direct-Mail Marketing Represents p 31% of direct marketing sales High target-market selectivity selectivity Personalized & flexible Allows easy measurementt off results lt Fax mail, e-mail, voice popular p mail are now p https://fb.com/tailieudientucntt Forms of Direct Marketing  Catalog Marketing  Printed, selling multiple products products, offering direct ordering mechanism  Printed P i d catalogs l remain the primary medium, but many are now electronic  Direct-Response TV Marketing  Direct-response Direct response advertising – marketers air TV spots or infomercials  Home H shopping h i channels h l – entire programs or channels dedicated to selling goods and services services  Kiosk Marketing  Placing g information and ordering machines at various locations CuuDuongThanCong.com https://fb.com/tailieudientucntt Public Policy and Ethical Issues in Direct Marketing Unfairness, Deception, or Fraud IIrritation it ti to Consumers Invasion of Privacy CuuDuongThanCong.com https://fb.com/tailieudientucntt ... marketing  Describe how relationship marketing might be used in selling a new car CuuDuongThanCong.com https://fb.com/tailieudientucntt Mass Marketing and Direct M k ti Marketing Most Mass Marketing. .. of Direct Marketing CuuDuongThanCong.com https://fb.com/tailieudientucntt Forms of Direct Marketing  Telephone Marketing Represents 36% of direct marketing sales Outbound telephone marketing. .. Directt M Di Marketing k ti Involves Two-Way Interactions With Customers CuuDuongThanCong.com https://fb.com/tailieudientucntt The New Direct Marketing Model  Some firms use direct marketing as