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McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc. All rights reserved. Chapter 10 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion Emphasizes the importance of relationship marketing and demonstrates how various forms of marketing communications can be integrated with advertising Insert Dell ad p. 305 HERE Objectives Discuss the importance of relationship marketing and IMC Explain the importance of databases to direct marketers Describe the advantages and drawbacks of personal selling ID benefits & drawbacks of sales promotion Define direct marketing and its role in IMC Discuss the IMC role of personal selling Define sales promotion and its importance as a communications tool Explain push and pull strategies and give examples of each Importance of Relationship Marketing and IMC Advertising must work with Direct marketing Sales promotion Personal selling Understanding Direct Marketing Direct marketing An interactive system of marketing, which uses one or more advertising media to effect a measurable response and/or transaction at any location. DMA Any direct communication to a customer or business recipient that is designed to generate a response in the form of an order (direct order), a request for further information (lead generation), and/or a visit ot a store or other place of business for the purchase of a specific product(s) or service(s) (traffic generation) DMA 1997 Understanding Direct Marketing Direct marketing A measurable system of marketing that uses one or more advertising media to effect a measurable response and/or transaction at any location, with this activity stored in a database Direct Marketing Magazine Database marketing Database Direct response advertising Role of Direct Marketing in IMC Evolution of direct marketing Impact of databases on direct marketing Customer lifetime value (LTV) Data management Data access RFM formula perception, Exchangesof Direct Importance Marketing satisfaction to IMC Best way to develop a database Allows prospects to self-select Helps ensure accountability Convenience for consumers Good for BTB markets perception, Exchanges Drawbacks to Direct Marketing satisfaction Some challenges for direct marketing include: Sales orientation of the past Lack of affiliation with media Substantial amounts of clutter Concerns about privacy Exchanges Types of Direct perception, Marketing satisfaction Activities Direct sales Personal direct selling Telemarketing Direct response advertising Direct mail Catalog sales Direct-response print advertising Direct-response broadcast advertising Interactive media Exchanges Personal Selling: perception, The Human satisfaction Medium Personal selling Types of personal selling Advantages of personal selling Drawbacks of personal selling The interpersonal communication process by which a seller ascertains and then satisfies the needs of a buyer, to the mutual, long-term benefit of both parties perception, Exchanges Role ofsatisfaction Personal Selling in IMC Gathering information Providing information Fulfilling orders Building relationships Exchanges The Role of Sales perception, Promotion in satisfaction IMC Sales promotion Direct inducement that offers incentives anywhere along the marketing route to enhance or accelerate the product’s movement from producer to consumer Positive effect of sales promotion on brand volume Negative effect of sales promotion on brand value perception, Exchanges Sales Promotion Strategies and satisfaction Tactics Push strategies Trade promotions Trade advertising Pull strategies Consumer advertising Consumer sales promotions perception, Exchanges Giving Brands a Push with Trade satisfaction Promotions Slotting allowances Trade deals Forward buying Diverting Display allowances Buyback allowances Advertising allowances Co-op advertising perception, Exchanges Giving Brands a Push with Trade satisfaction Promotions Dealer premiums and contests Push money (spiffs) Company conventions and dealer meetings perception,to Exchanges Using Consumer Promotions satisfaction Pull Brands Through Point-of-purchase (POP) materials Coupons Freestanding inserts (FSIs) Electronic coupons and convenience cards perception,to Exchanges Using Consumer Promotions satisfaction Pull Brands Through Cents-off promotions, refunds, rebates Premiums perception,to Exchanges Using Consumer Promotions satisfaction Pull Brands Through Sampling Polybagging In-store sampling Contests and sweepstakes Combination offers