tailieunhanh - Lecture Marketing management: Chapter 19 - Phillip Kotler, Kevin Lane Keller

After studying this chapter you will be able to understand: 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 their selling, negotiating, and relationship marketing skills? | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth and Personal Selling Chapter 19 Discussion 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 their selling, negotiating, and relationship marketing skills? Direct Marketing Catalogs and Kiosks Telemarketing Interactive TV Mobile Devices Web Sites Direct Mail Direct marketing is the use of consumer-direct (CD) channels to reach and deliver goods and services to customers without using marketing middlemen. Direct marketing has been outpacing . retail sales. It accounted for almost 53 percent of total advertising spending in 2009, and companies spent more than $149 billion on direct marketing per year, . | Kotler • Keller Phillip Kevin Lane Marketing Management • 14e Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth and Personal Selling Chapter 19 Discussion 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 their selling, negotiating, and relationship marketing skills? Direct Marketing Catalogs and Kiosks Telemarketing Interactive TV Mobile Devices Web Sites Direct Mail Direct marketing is the use of consumer-direct (CD) channels to reach and deliver goods and services to customers without using marketing middlemen. Direct marketing has been outpacing . retail sales. It accounted for almost 53 percent of total advertising spending in 2009, and companies spent more than $149 billion on direct marketing per year, accounting for percent of GDP. The use of consumer-direct (CD) channels to reach and deliver goods and services to customers without using marketing middlemen. Direct Marketing Benefits of Direct Marketing Consumers Market Demassification Selective targeting Personalized messages Measure effectiveness Market demassification – Consumer segments are becoming less and less uniform. Time pressures and increased traffic and parking headaches, are leading many consumers to seek alternative ways to shop over the phone, on the web, or using kiosks. Direct marketing can reach prospects at the moment they want a solicitation and therefore be noticed by more highly interested prospects. It lets marketers test alternative media and messages to find the most cost-effective approach. Direct marketing also makes the direct marketer’s offer and strategy less visible to competitors. Finally, direct marketers can measure responses to their campaigns to decide which have been the most profitable. .

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