Unit 11 - Communications Integrated Marketing Communications: - PowerPoint PPT Presentation

Unit 11 - Communications Integrated Marketing Communications: Personal Selling g and Direct Marketing CuuDuongThanCong.com https://fb.com/tailieudientucntt

The Nature of Personal Selling The Nature of Personal Selling  The term salesperson covers a wide The term salesperson covers a wide spectrum of positions from:  Order taker (department store salesperson)  Order taker (department store salesperson)  Order getter (someone engaged in creative selling) selling) CuuDuongThanCong.com https://fb.com/tailieudientucntt

The Role of the Sales Force The Role of the Sales Force  Involves two-way, personal communication between salespeople and individual customers. l l d i di id l t  Personal selling is effective because salespeople can:  probe customers to learn more about their problems  probe customers to learn more about their 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 The Role of the Sales Force R Represent the Company t th C to Customers to Produce Company Profit Sales Force Serves as a Critical Link Between a Company and its Customers Since They: Represent Customers to the Company to Produce p y Customer Satisfaction CuuDuongThanCong.com https://fb.com/tailieudientucntt

Training Salespeople Training Salespeople The Average Sales Training Program lasts for Four Months and Has the Following Goals: Help Salespeople Know & Help Salespeople Know & Identify With the Company Learn About the Products Learn About the Products Learn About Competitors’ and Customers’ Characteristics and Customers Characteristics Learn How to Make Effective Presentations Understand Field Procedures and Responsibilities CuuDuongThanCong.com https://fb.com/tailieudientucntt

Compensating Salespeople Compensating Salespeople To Attract Salespeople, a Company Must Have an Attractive Plan Made Up of Several Elements an Attractive Plan Made Up of Several Elements Fixed Expense Variable Amount : Allowance: Amount: U Usually a ll F For Job- J b Usually Related Salary Commissions Expenses Or Bonuses CuuDuongThanCong.com https://fb.com/tailieudientucntt

Supervising Salespeople Supervising Salespeople Directing Salespeople Motivating Salespeople • Id Identify Customer Targets & tif C t T t & • Organisational Climate Call Norms • Sales Quotas • Time Spent Prospecting for N New Accounts A t • P Positive Incentives i i I i • Use Sales Time Efficiently  Sales Meetings  Annual Call Plan  Annual Call Plan  Sales Contests  Time-and-Duty Analysis  Honors and Trips  Sales Force Automation  Sales Force Automation  Merchandise/Cash CuuDuongThanCong.com https://fb.com/tailieudientucntt

What is Relationship Marketing? 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

 F  Form students into groups of three to five. t d t i t f th t fi Each group should answer the following questions: ti  Explain the meaning of relationship marketing.  Describe how relationship marketing might be  Describe how relationship marketing might be used in selling a new car. CuuDuongThanCong.com https://fb.com/tailieudientucntt

Mass Marketing and Direct Marketing M k ti Most Mass Marketing Involves One-Way Involves One Way Communications Aimed At Consumers. Direct Marketing Di t M k ti Involves Two-Way Interactions With Interactions With Customers. CuuDuongThanCong.com https://fb.com/tailieudientucntt

The New Direct Marketing Model 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 Internet and e-commerce companies – constitutes a new and complete model for doing business.  Some firms use the new direct model as their only approach.  New marketing model of the next millennium. CuuDuongThanCong.com https://fb.com/tailieudientucntt

Benefits and Growth of Direct Marketing  Benefits to Sellers  Benefits to Buyers  Consumer  Consumer  Convenient  Convenient relationship building  Easy to use  Reduces costs  Private  Increases speed and  Product access and efficiency selection  P  Provides flexibility id fl ibilit  Abundance of  Global medium information  Immediate  Immediate  Interactive CuuDuongThanCong.com https://fb.com/tailieudientucntt

Customer Databases and Marketing Customer Databases and Marketing  Customer Databases are an Organised C ll Collection of ti f Comprehensive Data About Individual Customers or Prospects.  Allows companies to offer fine-tuned ff fi t d marketing offers and communications to communications to customers. CuuDuongThanCong.com https://fb.com/tailieudientucntt

Forms of Direct Marketing CuuDuongThanCong.com https://fb.com/tailieudientucntt

Forms of Direct Marketing Forms of Direct Marketing  Direct-Mail Marketing  Telephone Marketing  Represents 31% of p  Represents 36% of  Represents 36% of direct marketing sales. direct marketing sales.  High target-market  Outbound telephone selectivity. selectivity marketing sells directly  Personalized & flexible. to customers.  Allows easy  Inbound numbers  Inbound numbers measurement of results. t f lt provide a toll-free  Fax mail, e-mail, voice number to receive mail are now popular p p orders. CuuDuongThanCong.com https://fb.com/tailieudientucntt

Forms of Direct Marketing Forms of Direct Marketing  Catalog Marketing  Direct-Response TV Marketing  Printed, selling  Direct-response advertising  Direct response advertising multiple products multiple products, – marketers air TV spots or offering direct infomercials. ordering mechanism.  Home shopping channels –  H  Printed catalogs  P i h i h l d l entire programs or channels remain the primary dedicated to selling goods medium, but many are and services. and services now electronic.  Kiosk Marketing  Placing information and g ordering machines at various locations. CuuDuongThanCong.com https://fb.com/tailieudientucntt

Public Policy and Ethical Issues in Direct Marketing Unfairness, Unfairness, I Irritation it ti Deception, to or Consumers Consumers Fraud Fraud Invasion Invasion of Privacy CuuDuongThanCong.com https://fb.com/tailieudientucntt