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%

Behav

ioral

Cognit

iveAffe

ctive

17-3

Consumer States for Two Brands

19-4

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?

19-5

Direct Marketing

Channels used to reach and deliver goods and services

to customers without using market middlemen.

19-6

Direct Marketing Channels

Catalogues

Direct mail

Telemarketing

Web sites

Email marketing

Mobile devices

Interactive TV

19-7

Constructing a Direct-Mail Campaign

Establish objectives

Select target prospects

Develop offer elements

Test elements

Execute

Measure success

19-8

RFM Formula for Selecting Prospects

Recency

Frequency

Monetary value

19-9

Types of Telemarketing

• Telesales• Telecoverage• Teleprospecting• Customer service

and technical support

19-10

Designing a Web Site

• Context• Content

• Community• Customization

• Communication• Connection• Commerce

19-11

iTunes Affiliate Program

19-12

Sales Tasks

• Prospecting

• Targeting

• Communicating

• Selling

• Servicing

• Information gathering

• Allocating

19-13

Designing a Sales Force

Sales force objectives

Sales force strategy

Sales force structure

Sales force size

Compensation

19-14

Steps in Effective Selling

Prospecting/Qualifying

Preapproach

Approach

Presentation

Overcoming objections

Closing

Follow-up

19-15

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?