tailieunhanh - Marketing Management (Philip Kotler) - chapter 19

Câu hỏi: • Làm thế nào có thể tổng hợp các công ty tiếp thị trực tiếp cho lợi thế cạnh tranh? • Làm thế nào công ty có thể thực hiện có hiệu quả tương tác tiếp thị? • Làm thế nào có thể tiếp thị tốt nhất tận dụng lợi thế của sức mạnh của truyền miệng? • Điều gì quyết định làm công ty phải đối mặt trong việc thiết kế và quản lý một lực lượng bán hàng? • Làm thế nào có thể cải thiện nhân viên bán hàng bán, thương lượng, và kỹ năng tiếp thị mối quan hệ?. | Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling Marketing Management, 13th ed 19 Chapter Questions How can companies integrate direct marketing for competitive advantage? How can companies do effective interactive marketing? How can marketers best take advantage of the power of word of mouth? What decisions do companies face in designing and managing a sales force? How can salespeople improve selling, negotiating, and relationship marketing skills? What is Direct Marketing? Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen. Direct Marketing Channels Direct mail Catalogs Telemarketing Other direct response Constructing a Direct-Mail Campaign Establish objectives Select target prospects Develop offer elements Test elements Execute Measure success RFM Formula for Selecting Prospects Recency Frequency Monetary value Elements of the Offer Strategy Product Offer Medium Distribution method Creative strategy Components of the Mailing Outside envelope Sales letter Circular Reply form Reply envelope Types of Telemarketing Telesales Telecoverage Teleprospecting Customer service and technical support Other Media for Direct Response Television Direct response advertising At-home shopping channels Videotext Kiosks Public Issues in Direct Marketing Irritation Unfairness Deception/fraud Invasion of privacy Interactive Marketing Tailored messages possible Easy to track responsiveness Contextual ad placement possible Search engine advertising possible Subject to click fraud Consumers develop selective attention Online Promotional Opportunities Websites Microsites Search ads Display ads Interstitials Internet-specific ads and videos Sponsorships Alliances and affiliate programs Online communities Email Mobile marketing e-Marketing Guidelines Give the customer a reason to respond Personalize the content of your emails Offer something the | Managing Personal Communications: Direct and Interactive Marketing, Word of Mouth, and Personal Selling Marketing Management, 13th ed 19 Chapter Questions How can companies integrate direct marketing for competitive advantage? How can companies do effective interactive marketing? How can marketers best take advantage of the power of word of mouth? What decisions do companies face in designing and managing a sales force? How can salespeople improve selling, negotiating, and relationship marketing skills? What is Direct Marketing? Direct marketing is the use of consumer-direct channels to reach and deliver goods and services to customers without using market middlemen. Direct Marketing Channels Direct mail Catalogs Telemarketing Other direct response Constructing a Direct-Mail Campaign Establish objectives Select target prospects Develop offer elements Test elements Execute Measure success RFM Formula for Selecting Prospects Recency Frequency Monetary value Elements of the Offer .