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Chapter Questions
How can companies use direct marketing for competitive advantage? How can companies use interactive marketing and word of mouth most effectively? How can personal selling be sued to build profitable customer relationships? What decisions do companies face in designing and managing a sales force?
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The Pepsi Refresh Project Changed How Pepsi Marketed Itself to its Target Market
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Average Time Spent per Day with Select Media for US Consumers
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Catalog Marketing
In catalog marketing companies send fullline merchandise catalogs (consumer or business) in print and/or electronic (CD, video, online) form.
The success of catalog business depends on: How well the consumer list is managed, avoiding duplication or bad debts Careful control of inventory Offering quality merchandise so that returns are low Projecting a distinctive image.
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Telemarketing
Telemarketing is the use of telephone and call centers to attract prospects, sell to existing customers and provide service by taking orders and answering questions.
Inbound vs. outbound Telesales Telecoverage Teleprospecting Customer service and technical support
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Interactive Marketing
Advantages Tailored messages reflecting special interests Easy to track responsiveness through internet Contextual placement possible on related sites Search engine advertising possible Web is effective to reach people during the day Disadvantages Consumers develop selective attention Subject to click fraud
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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
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Word of Mouth
Earned media
Paid media
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Salesperson Evaluation
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