CH19Managing-Personal-Communications(市场营销-科特勒-英文版)

MARKETINGMANAGEMENT12theditionKotlerKeller19ManagingPersonalCommunications19-2ChapterQuestionsHowcancompaniesuseintegrateddirectmarketingforcompetitiveadvantage?Howcancompaniesdoeffectivee-marketing?Whatdecisionsdocompaniesfaceindesigningasalesforce?Howdocompaniesmanageasalesforceefficiently?Howcansalespeopleimproveselling,negotiating,andrelationshipmarketingskills?19-3DirectMarketingUseofconsumer-directchannelstoreachanddelivergoodsandservicestocustomerswithoutusingmarketmiddlemen.19-4DirectMarketingChannelsCatalogsDirectmailTelemarketingWebsitesEmailmarketingMobiledevicesInteractiveTV19-5PublicIssuesinDirectMarketingIrritationUnfairnessDeception/fraudInvasionofprivacy19-6ConstructingADirect-MailCampaignEstablishobjectivesSelecttargetprospectsDevelopofferelementsTestelementsExecuteMeasuresuccess19-7RFMFormulaforSelectingProspectsRecencyFrequencyMonetaryvalue19-8ElementsoftheOfferStrategyProductOfferMediumDistributionmethodCreativestrategy19-9ComponentsoftheMailingOutsideenvelopeSalesletterCircularReplyformReplyenvelope19-10TypesofTelemarketingTelesalesTelecoverageTeleprospectingCustomerserviceandtechnicalsupport19-11OtherMediaforDirectResponseTelevision•DirectResponseAdvertising•Athomeshoppingchannels•VideotextKiosks19-12DesigninganAttractiveWebSiteContextContentCommunityCustomizationCommunicationConnectionCommerce19-13EaseofUseandAttractivenessEaseofUseDownloadsquicklyFirstpageiseasytounderstandEasytonavigateAttractivenessCleanlookingNotoverlycrammedwithcontentReadablefontsGooduseofcolorandsound19-14IncreasingVisitsandSiteStickinessDeepinformationwithlinksChangingnewsofinterestChangingoffersContestsandsweepstakesHumorandjokesGames19-15OnlineAdsBanneradsMicrositesSponsorshipsInterstitialsSearch-relatedadsContent-targetedadvertisingAlliancesAffiliateprograms19-16e-MarketingGuidelinesGivethecustomerareasontorespondPersonalizethecontentofyouremailsOffersomethingthecustomercouldnotgetviadirectmailMakeiteasyforcustomerstounsubscribe19-17Figure19.2DesigningaSalesForceSalesforceobjectivesSalesforcestrategySalesforcestructureSalesforcesizeCompensation19-18TypesofSalesRepresentatives•Deliverer•Ordertaker•Missionary•Technician•Demandcreator•Solutionvendor19-19SalesTasksProspectingTargetingCommunicatingSellingServicingInformationgatheringAllocating19-20Figure19.3ManagingtheSalesForceRecruiting,selectingTrainingSupervisingMotivatingEvaluating19-21WorkloadApproachtoDeterminingSalesForceSizeCustomersaregroupedintosizeclassesDesirablecallfrequenciesareestablishedNumberofaccountsineachsizeclassmultipliedbycallfrequencyAveragenumberofcallspossibleperyearestablishedNumberofrepsequaltototalannualcallsrequireddividedbynumberpossible19-22ComponentsofSalesForceCompensationFixedamountVariableamountExpenseallowancesBenefits19-23WhatMotivatesSalesReps?MostRewardingPayPromotionPersonalgrowthSenseofaccomplishmentLeastRewardingLikingRespectSecurityRecognition19-24Figure19.4StepsinEffectiveSellingProspecting/QualifyingPreapproachApproachPresentationOvercomingobjectionsClosingFollow-up