tailieunhanh - Lecture Business marketing: Connecting strategy, relationships, and learning (4/e): Chapter 12 - Dwyer, Tanner

Chapter 12 - The one-to-one media. After reading this chapter, you should be able to: Map the range of utility for direct mail, telephone, and e-mail in modern business marketing; frame the decision of whether to use a telemarketing service bureau or develop an inside telemarketing operation; discuss a number of the synergies from combining media efforts in marketing communication programs; select an evaluation process befitting the communication objectives of the program. | McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 The One-to-One Media DIRECT MARKETING PRIMARY MEDIA Direct Mail—Just staying in touch Newsletters Specialty Magazines Greeting Cards Special Offer Messages Telephone Marketing—Let’s talk Prospecting Closing Servicing Supporting 12- THE SECRET OF DIRECT MARKETING SUCCESS: THE LIST LIST ORIGINS: 1. COMPILED LISTS—EXTERNALLY GENERATED -Purchased Or Rented 2. RESPONSE LISTS---INTERNALLY GENERATED -Harvested From Company Files 12- DIRECT MAIL COMMUNICATION GOALS CREATE GOODWILL DEVELOP FAMILIARITY AND INTEREST PROVIDE DEMONSTRATIONS INFLUENCE THE CHANNEL DIRECT ORDERS 12- THE ELEMENTS OF DIRECT MAIL THE ENVELOPE - carries the weight in the decision to read or discard THE OFFER - describes “what’s in it for me?” with credibility THE ENCLOSURE - supports the offer by getting attention or providing proof THE REPLY DEVICE - this closes the sale Tells the reader what to do Makes . | McGraw-Hill/Irwin Copyright © 2009 by the McGraw-Hill Companies, Inc. All rights reserved. Chapter 12 The One-to-One Media DIRECT MARKETING PRIMARY MEDIA Direct Mail—Just staying in touch Newsletters Specialty Magazines Greeting Cards Special Offer Messages Telephone Marketing—Let’s talk Prospecting Closing Servicing Supporting 12- THE SECRET OF DIRECT MARKETING SUCCESS: THE LIST LIST ORIGINS: 1. COMPILED LISTS—EXTERNALLY GENERATED -Purchased Or Rented 2. RESPONSE LISTS---INTERNALLY GENERATED -Harvested From Company Files 12- DIRECT MAIL COMMUNICATION GOALS CREATE GOODWILL DEVELOP FAMILIARITY AND INTEREST PROVIDE DEMONSTRATIONS INFLUENCE THE CHANNEL DIRECT ORDERS 12- THE ELEMENTS OF DIRECT MAIL THE ENVELOPE - carries the weight in the decision to read or discard THE OFFER - describes “what’s in it for me?” with credibility THE ENCLOSURE - supports the offer by getting attention or providing proof THE REPLY DEVICE - this closes the sale Tells the reader what to do Makes action easy Gives a reason for acting now Stresses positive benefits for action 12- SECRETS TO INCREASING RESPONSE RATES TO MAIL SURVEYS THE DIRECT MARKETING RESEARCHER WILL Make A Telephone Pre-notification Mail A Personalized Cover Letter With The Questionnaire Follow-up With A Postcard Reminder 12- THE FIRST OBJECTIVE OF DIRECT MAIL: CREATE URGENCY—with deadlines and scarcity CREATE TEASER HEADLINES—save the story TRY ENVELOPES WITH NO RETURN ADDRESS—except with your customers TRY POINTED VS. ROUNDED FLAPS—pointed flaps go with personal communication items PUT YOUR ADDRESS ON THE FLAP SIDE—use the front for messages GET THE ENVELOPE OPENED 12- USES OF TELEMARKETING INCREASE SALES ACCOUNT MANAGEMENT FIELD REPRESENTATIVE SUPPORT PROSPECTING AND QUALIFYING NEW CLIENTS CUSTOMER SERVICE / SUPPORT FOR INBOUND AND OUTBOUND CALL CENTERS 12- SYNERGY OF 1-TO-1 MEDIA USING MAIL, TELEPHONE AND E-MAIL TOGETHER CAN: INCREASE RESPONSE RATES TO OFFERS ENABLE YOU TO TEST WHAT .

• Marketing - Bán hàng
• Market strategy
• Business marketing
• Lecture Business marketing
• Business markets
• One to one media
• E marketing strategies
• Research paper
• Business strategy of unilever
• Business strategy
• Gamble in Asian market
• Asian market
• Principles of Marketing
• Lecture Principles of Marketing
• Marketing strategy
• Customer driven Marketing strategy
• Market segmentation
• Market targeting
• Summary of thesis Economics development
• Summary of thesis development
• Listing price strategy
• Selling price
• Family housing market
• Bài giảng Nguyên lý Marketing
• Market expansion grid
• Market penetration strategy
• Market development strategy
• Advertising Strategy
• Marketing Mix
• Benefit Segmentation
• Benefits Sought Variables
• Competitive positioning
• Market led strategic management
• Strategic marketing planning
• The changing market environment
• Customer analysis
• Competitor analysis
• The profitability
• The moving average strategy
• The french stock market
• The results provide strong evidence
• Technical analysis
• Cross sectional profit
• Aquaculture market
• Development strategy
• The case of pangasius
• The mekong delta
• The National fishery export
• Lecture Managerial Economics and Business Strategy
• Bài giảng Kinh tế quản lý
• Bài giảng Chiến lược kinh doanh
• Market forces
• Price restrictions
• Philippines equity market
• Volume augmented strategies
• Trading strategies
• Market efficiency
• Blue Ocean Strategy
• analytical tool
• creating blue oceans
• the sustainability
• market boundaries
• Strategic plan
• Strategy process model
• Customer dialogue
• IMC strategy requirements
• Vietnam's strategy
• Distribution service
• Distribution strategy
• Service industry
• Human resources
• Modern market economies
• Strategic market management
• Lecture Strategic market management
• Quản lý thị trường chiến lược
• Strategic analysis
• Business strategy challenges
• Strategy structure
• Under reaction
• Momentum strategy
• Return reversals
• Market anomalies
• Market capitalization
• Lecture Managerial economics
• Managerial economics
• Competitive markets
• Competitive Market Strategy
• Market Failure
• Market Structure
• Market strategy daily
• Hiệu ứng chốt hợp đồng tương lai
• Chốt hợp đồng tương lai
• Thị trường hợp đồng tương lai
• Thông tin doanh nghiệp
• Consumer behavior
• Social class
• Reference groups
• Product positioning
• Product strategy
• MEDIA STRATEGY
• advertising objectives
• setting objectives
• formulating strategies
• devising tactics
• marketing savvy
• Develop a sustainable
• Agroforest marketing strategy
• Marketing strategies
• Social marketing
• Market research
• The Agroforestry
• Guide to investment strategy
• Understand your behaviour
• Setting the scene
• Market investment returns
• Lifestyle investing