Chapter 19: Managing Personal Communications Flashcards
Elements of the Offer Strategy
Product Offer Medium Distribution Method Creative Strategy
Tailored messages possible. Easy to track responsiveness. Contextual ad placement possible. Search engine advertising possible. Subject to click fraud. Consumers develop selective attention.
Interactive Marketing
Key design elements of effective websites.
Context Content Community Customization Commutation Connection Commerce
Layout and design.
Context
Text, pictures, sound, video.
Content
User-to-user communication.
Community
Site’s personalization ability.
Customization
Site-user communication.
Communication
Links to other sites.
Connection
Ability to conduct transaction.
Commerce
Types of Media
Paid
Owned
Earned
Advertising
Paid
Websites
Owned
Social Media
Earned
Generates excitement, creates publicity, and conveys new relevant brand-related information through unexpected or even outrageous means.
Buzz Marketing
Another form of word of mouth, or “word of mouse,” that encourages consumers to pass along company-developed products and services or audio, video, or written information to others online.
Viral Marketing
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.
How to Start Buzz
Prospecting Targeting Communicating Selling Servicing Information Gathering Allocating
Sales Tasks
Detailed Research Enthusiasm Creativity ($500 for 5 minutes of time) High Goal (publicity stated, e.g. $1 million per month)- broken into small objectives. Persistence
Ben Feldman’s Techniques
Designing a Sales Force
Objectives Strategy Structure Size Compensation
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
Workload Approach to Determining Sales Force Size
Fixed Amount
Variable Amount
Expense Allowance
Benefits
Components of Sales Force Compensation
Recruiting Selecting Training Supervising Motivating Evaluating
Managing the Sales Force
Prospecting/Qualifying Preapproach Approach Presentation Overcoming Objections Closing Follow Up
Steps in Effective Selling
The use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen.
Direct Marketing
