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Chapter Questions
How can companies conduct direct marketing for competitive advantage? How can companies carry out effective interactive marketing? How does word of mouth affect marketing success? What decisions do companies face in designing and managing a sales force? How can salespeople improve selling, negotiating, and relationship marketing skills?
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The Pepsi Refresh Project Changed How Pepsi Marketed Itself to its Target Market
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Establish objectives Select target prospects Develop offer elements Test elements Execute Measure success
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Medium
Distribution Method Creative Strategy
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 19-8
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Catalogs
How many catalogs did you get in the mail yesterday? How many catalog websites do you visit when shopping online?
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Types of Telemarketing
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Interactive Marketing
Tailored messages possible Easy to track responsiveness Contextual ad placement possible Search engine advertising possible Subject to click fraud Consumers develop selective attention
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Figure 19.1 Average Time Spent per Day with Select Media for US Consumers
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Websites Microsites Search ads Display ads Interstitials Internet-specific ads and videos
Sponsorships Alliances and affiliate programs Online communities Email Mobile marketing
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Context: Layout and design Content: Text, pictures, sound, video Community: User-to-user communication Customization: Sites personalization ability Communication: Site-user communication Connection: Links to other sites Commerce: Ability to conduct transactions
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Online Ads
Search Ads
Display Ads
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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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Blogs
Social Networks
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Identify influential individuals and companies and devote extra effort to them Supply key people with product samples Work through community influentials Develop word-of-mouth referral channels to build business Provide compelling information that customers want to pass along
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Sales Tasks
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Customers are grouped into size classes Desirable call frequencies are established Number of accounts in each size class multiplied by call frequency Average number of calls possible per year established Number of reps equal to total annual calls required divided by number possible
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Salesperson Evaluation
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For Review
How can companies conduct direct marketing for competitive advantage? How can companies carry out effective interactive marketing? How does word of mouth affect marketing success? What decisions do companies face in designing and managing a sales force? How can salespeople improve selling, negotiating, and relationship marketing skills?
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