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%
Consumer States for Two Brands
17-3
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?
19-4
Direct Marketing
Channels used to reach and deliver
goods and services
to customers
without using market middlemen.
19-5
Direct Marketing Channels
Catalogues
Direct mail
Telemarketing
Web sites
Email marketing
Mobile devices
Interactive TV
19-6
Constructing a Direct-Mail Campaign
Establish objectives
Select target prospects
Develop offer elements
Test elements
Execute
Measure success
19-7
RFM Formula for Selecting Prospects
Recency
Frequency
Monetary value
19-8
Types of Telemarketing
•
•
•
•
Telesales
Telecoverage
Teleprospecting
Customer service
and technical
support
19-9
Designing a Web Site
• Context
• Content
• Community
• Customization
• Communication
• Connection
• Commerce
19-10
iTunes Affiliate Program
19-11
Sales Tasks
• Prospecting
• Targeting
• Communicating
• Selling
• Servicing
• Information gathering
• Allocating
19-12
Designing a Sales Force
Sales force objectives
Sales force strategy
Sales force structure
Sales force size
Compensation
19-13
Steps in Effective Selling
Prospecting/Qualifying
Preapproach
Approach
Presentation
Overcoming objections
Closing
Follow-up
19-14
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?
19-15