Download Chapter17

MARKETING PLAN:
How to
Gauge Marketing Performance
19-1
The Communication Effects “Pyramid”
Use – 5%
Trial – 20%
Preference – 25%
Liking – 40%
Knowledge – 70%
Awareness – 90%
Chapter Questions
• What direct channels can companies use?
• How should companies do direct marketing?
• When is a sales force useful?
• How do companies manage a sales forces?
• How can salespeople improve selling,
negotiating, and relationship marketing skills?
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Direct Marketing
Channels used to reach and deliver
goods and services
to customers
without using market middlemen.
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Direct Marketing Channels
Catalogues
Direct mail
Telemarketing
Web sites
Email marketing
Mobile devices
Interactive TV
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Constructing a Direct-Mail Campaign
Establish objectives
Select target prospects
Develop offer elements
Test elements
Execute
Measure success
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RFM Formula for Selecting Prospects
Recency
Frequency
Monetary value
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Types of Telemarketing
•
•
•
•
Telesales
Telecoverage
Teleprospecting
Customer service
and technical
support
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Designing a Web Site
• Context
• Content
• Community
• Customization
• Communication
• Connection
• Commerce
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iTunes Affiliate Program
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Sales Tasks
• Prospecting
• Targeting
• Communicating
• Selling
• Servicing
• Information gathering
• Allocating
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Designing a Sales Force
Sales force objectives
Sales force strategy
Sales force structure
Sales force size
Compensation
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Steps in Effective Selling
Prospecting/Qualifying
Preapproach
Approach
Presentation
Overcoming objections
Closing
Follow-up
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Activity
Target Markets and Prospects
– Direct market consists of five elements product, offer, medium, distribution
method, and creative strategy.
– On a scale of 1 to 5 (1 being does not
work, 5 being works very well) rank these
pieces on these five elements. What is
the group’s consensus as to which offers
would works the best and why?
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