Kotler19_basic_Marketing management课件.ppt

MARKETING MANAGEMENT12th edition Chapter Questions How can companies use integrated direct marketing for competitive advantage? How can companies do effective e-marketing? What decisions do companies face in designing a sales force? How do companies manage a sales force efficiently? How can salespeople improve selling, negotiating, and relationship marketing skills? Direct Marketing Direct Marketing Channels Catalogs Direct mail Telemarketing Web sites Email marketing Mobile devices Interactive TV Public Issues in Direct Marketing Irritation Unfairness Deception/fraud Invasion of privacy Constructing A Direct-Mail Campaign RFM Formula for Selecting Prospects Recency Frequency Monetary value Elements of the Offer Strategy Product Offer Medium Distribution method Creative strategy Components of the Mailing Outside envelope Sales letter Circular Reply form Reply envelope Types of Telemarketing Telesales Telecoverage Teleprospecting Customer service and technical support Other Media for Direct Response Designing an Attractive Web Site Context Content Community Customization Communication Connection Commerce Ease of Use and Attractiveness Ease of Use Downloads quickly First page is easy to understand Easy to navigate Attractiveness Clean looking Not overly crammed with content Readable fonts Good use of color and sound Increasing Visits and Site Stickiness Deep information with links Changing news of interest Changing offers Contests and sweepstakes Humor and jokes Games Online Ads Banner ads Microsites Sponsorships Interstitials Search-related ads Content-targeted advertising Alliances Affiliate programs e-Marketing Guidelines Give the customer a reason to respond Personalize the content of your emails Offer something the customer could not get via direct mail Make it easy for customers to unsubscribe Figure 19.2 Designing a Sales Force Types of Sales Representatives Sales Tasks Prospecting Targeting Communicating Selling Servicing Information gathering Allocating