Download Marketing Management - 18 (Available-Students)

Students presentations
Groups Assignments
What is direct marketing?
“any direct communication to a consumer
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 to a store or other place of business
for purchase of a specific product(s) or
service(s) (traffic generation).”
What is direct marketing?
“an interactive 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 on a database.”
Direct Marketing
Direct Marketers don’t eliminate the
middleman - they become the
middleman
Reasons for
Direct Marketing Growth
Credit cards
Working women
Technology
Direct Marketing is all about
response!
Databases
Ways of organizing information on
customers and/or potential customers
A good database can serve as the
foundation for your overall strategic
communications program
Database uses
Segment identification
Cross-selling
Customer relationship management
Conduct marketing research
Stealth communications
Getting Database Information
Collect directly from consumers
Surveys
Warranty cards
Sales promotion programs
Events
Census Bureau (www.census.gov)
Direct Marketing Media
Direct mail
Catalogs
Broadcast DR
Infomercials
Teleshopping
Print
Telemarketing
Internet
Benefits of Direct Marketing
Selectivity
Frequency
Creative flexibility
Timing
Personalization
Measurability
Disadvantages of Direct Marketing
Image problems
Accuracy
Costs
PRESENTATION ON : INTERACTIVE
MARKETING
BY,
FAISAL MAHMOOD CH.
ABID HUSAIN
MUHAMMAD NAEEM
HAROON KHALID
WHAT IS INTERACTIVE MARKETING?
interactive marketing is the ability to address the
customer, remember what the customer says and
address the customer again in a way that
illustrates that we remember what the customer
has told us. (Dighton 1996).
EXPLAINATION:
Interactive marketing is not synonymous with online
marketing, although interactive marketing processes are
facilitated by internet technology.
The ability to remember what the customer has said is
made easier when we can collect customer information
online and we can communicate with our customer more
easily using the speed of the internet.
Amazon.com is an excellent example of the use of
interactive marketing, as customers record their
preferences and are shown book selections that match
not only their preferences but recent purchases.
Interactive marketing 101 must begin by
understanding traditional marketing. The
image below says it all. There are still
companies and people trying to use this
model in all of their marketing efforts and
many are still seeking to find out how to
leverage the internet.
Interactive marketing include creating web applications
such as Usenet discussions groups, Web forms and
questionnaire’s, E-mail correspondence etc. Here the
customer is an active participant.
The outputs of Interactive Marketing component are:
1. Information for analysis and decision making
2. Providing new products or service ideas
3. Building strong customer relationship
4. Profitable volume sales (the minimum sales to be
made to make profit besides recovering the money spent
in marketing through the Internet).
4 Core Components of an
Interactive Marketing :
Strategy
Build
Optimize
Measure
1. Strategy
this is an individual with the big picture. Expect this
person to develop the objectives, strategies and
contribute to tactics conversations. .
This individual needs to have experience with PPC
ads, Analytics, Social Media, Conversion rates,
A/B testing, User Experience, engagement, word
of mouth, "sharing", and SEO for a short, broad
list.
Not that this person would do all of this but know
enough to find the right people for the remaining
core skillets. This person would also drive the
maintenance of sites or content for relevancy.
2. Build - This category can get pretty big. You'll
definitely need resources that can "skin" and
"skeleton" a website. The "skin" being the frontend graphics and code for the stuff the user
actually sees and the "skeleton" being the backend
Content Management System (CMS) or anything
that ties into a database
. But along with actually building the site, you'll
need people that can write the copy, take pictures,
or produce any kind of asset that you'll use on the
site. Sometimes these are all done by one person
but one of these "build" creative skills will be
subpar. Your site may be pretty but the copy will
leave something to be desired.
3. Optimize - This person is going to help guide
the two C's; copy and code. For the copy, he'll
optimize the site by identifying the most profitable
keywords per page of your site to increase the
value search engines assign to your site as well as
the meta information.
4. Measure - This is essentially your
marketing insights guy. This person gets
involved with A/B testing to increase
conversions before deployment, and then with
a website monitoring service like Google
Analytics and Google Webmaster Tools.
Really this guy is key to capturing ROI,
increasing conversions, and identifying user
behavior, demographics and desired
attributes for your product or service.
interactive marketing is the ability to address
the customer, remember what the customer
says and address the customer again in a
way that illustrates that we remember what
the customer has told us (Deighton 1996
Interactive marketing is not synonymous with
online marketing, although interactive marketing
processes are facilitated by internet technology.
The ability to remember what the customer has
said is made easier when we can collect customer
information online and we can communicate with
our customer more easily using the speed of the
internet.
THANKS
Managing Sales Force
Presented By:
M. Aizzan Malik
Omer Ajaz
Faizan Ali
M. Usha Malik
Rana Waleed bin Waheed
Introduction
Personal Selling
Applicable in all business Environments
Designing a Sales force
Development of sales force objectives
Strategy structure
Compensation of sales force
Approaches in selling
Individual sales representatives
Sales team
Seminar selling
What sales force need to do?
Analyze sales data
Measure market potential
Gather market intelligence
Develop market strategies and plans
Managing Sales force
Training of sales representatives
Supervising the sales representatives
Motivating the sales representatives
Evaluating the sales representatives
Conclusion
Link between the company and the
customers
Better training, motivation, super vision of
sales representatives will lead to increase
in sales and profit.
References
Content taken from the textbook written by
Shawn Washington which is available
online.
http://www.associatedcontent.com/article/1
1540/designing_and_managing_a_sales_f
orce_pg3.html?cat=3
http://en.wikipedia.org/wiki/Sales_manage
ment
WORD of Mouth mARKETING
Muhammad Husnain
Mateen Alvi
Rameen Majid
Muhammad Waseem
BBA-FA07-032
BBA-FA07-038
BBA-FA07-023
BBA-FA06-001
Word of Mouth
 It is the passing of information from person to
person
 Originally referred to oral
communication, but now
includes all types of human
communication
http://en.wikipedia.org/wiki/Word_of_mouth
Word of Mouth Marketing
Giving people a reason to talk about your
products and services, and making it
easier for that conversation to take place
History
First used in the mid 1980s by an
Australian MLM company
It used this technique to promote its
alternative-to-dairy product range
http://en.wikipedia.org/wiki/Word_of_mouth
Word of Mouth Marketing
 It is the best way for brands to influence consumers
on social networks
 The interaction can produce three things:
1. A relationship
2. A chance to provide information to the customer
3. A chance to learn from the customer
http://www.brandsynario.com/intl-news/4173_word-of-mouth-worksbest-on-social-networks.aspx
Characteristics of WOM
 Valence
 Focus
 Timing
 Solicitation
 Intervention
http://www.diplom.de/katalog/arbeit/4145
Who Propagates WOM
• Family
• Friends
• Colleague
• Trusted Independent
Types of WOM
Buzz:
Talking about something new, cool,
different and provocative
Advocacy:
Focused on the brand and its merits
(positive or negative)
Potential Drawbacks
Unsatisfied customers
Competitors spreading false information
n
Thank You