2. OUTLINE DIRECT MARKETING a. Benefits b. Ethical Issues c. Channels INTERACTIVE MARKETING a. On Line Promotions and Opportunities b. Effective Website Features (7C’s) c. e – Marketing Guidelines
3. OUTLINE III. SALES FORCE a. Sales Force Design b. Sales Representative Divisions c. Sales Tasks d. Managing The Sales Force e. Steps in Selling IV. SUMMARY
4.
5. Direct marketing becomes ineffective when public and ethical issues set in. b. ETHICAL ISSUES Irritations Unfairness Deception and fraud Invasion of privacy I.b.
6. Reaching prospect consumers through an effective strategy will build long term relationship with consumers c. CHANNELS OF DIRECT MARKETING Direct Mail Catalogs Telemarketing Other Direct Responses I.c.
7. Effective Direct Mail Campaign Objectives Target Market & Prospects (RFM Formula = recency, frequency, monetary amount) Offer Elements (product, offer, medium, distribution method, creative strategy) I.c.
8. Test Elements -test the effectivity of offer strategy -estimate the promotion’s impact on awareness, intention to buy and word of mouth Measure Campaign Success I.c.
28. c. Sales Tasks Prospecting Targeting Communicating Selling Servicing Information Gathering Allocating III.c.
29. d. Managing The Sales Force Recruiting & Selecting Representatives Training & Supervising Sales Representative Productivity Motivating Evaluation II.d.
30. e. Steps in Selling Prospecting & Qualifying Preapproach Approach Presentation & Demonstration Closing Follow up & Maintenance III.e.
31. SUMMARY Direct marketing is an interactive marketing with various channels in reaching customers and building a long term relationship. The cost efficient use of electronics has increased in the field of interactive marketing. Sales Force/Representatives are the company’s link to the customers thus the need to transform them from passive order taker to become active order getter.
