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Managing Personal Communications

This document discusses various topics related to personal communications and marketing, including: - Direct marketing techniques like direct mail, catalog marketing, telemarketing, and internet. - Constructing a direct mail campaign and measuring its success. - Using customer databases and database marketing, including building a customer database. - Designing a sales force, including objectives, structure, size, and compensation. - Managing the sales force through recruiting, selecting, evaluating, training, motivating, and supervising representatives. - Factors that impact sales representative productivity like call norms, time efficiency, and sales technology.

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Tito Kahar
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74 views20 pages

Managing Personal Communications

This document discusses various topics related to personal communications and marketing, including: - Direct marketing techniques like direct mail, catalog marketing, telemarketing, and internet. - Constructing a direct mail campaign and measuring its success. - Using customer databases and database marketing, including building a customer database. - Designing a sales force, including objectives, structure, size, and compensation. - Managing the sales force through recruiting, selecting, evaluating, training, motivating, and supervising representatives. - Factors that impact sales representative productivity like call norms, time efficiency, and sales technology.

Uploaded by

Tito Kahar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Managing personal

Communications:
Direct and Database
Marketing and
personal Selling
MARIA LOKDEN (1705621117)
TITO KHAHARUMAN (1705618051)
Direct Marketing
• Definition
• Benefits
• Weakness

2
• Direct Mail
TYPES OF
• Catalog Marketing
DIRECT
• Telemarketing
MARKETIN
• Mass Media & Internet
G
Constructing a
Direct-mail
Campaign • Choose Objectives
• Choose target markets and prospects
• Choose offer elements
• Test elements
• Measure success: lifetime value
Direct Marketing
Public and ethical issues
• Irritation
• Unfairness
• Deception/fraud
• Invasion of privacy

5
Customer Database and
Database Marketing
• A Customer Database
• Database marketing

6
Customer
Customer
Database
database Business database
• Transactions • Past purchases
• Registration • Past volumes, prices
information and profits
• Telephone queries • Buyer teams name’s
• Cookies • Contract status
• Every customer • Supplier’s shar of
contact customer’s business
• Past Purchase • Competitive
• Demographics suppliers
• Psychographics • Competitive
• Mediagraphics strengths and
weakness

7
Customer Databases
and Database
Marketing
• Data warehouse

• Data mining

8
Customer
Companies can use their
Databases databases in five ways
and Database • To identify prospects
Marketing • To decide which customers get an offer
• To deepen customer loyalty
• To reactive customer purchases
• To avoid serious customer mistakes
Customer
The downside of database
Databases marketing
and Database • Some situations are just not conducive to database

Marketing • Building and maintaining a customer database


require a large investment
• Employees may resist becoming customer-oriented
and using the available information
• Not all customers want a relationship with the
company
Deliverer Order Taker

Designing the Solution


Vendor
Areas of growth Missionary

Sales Force
Types of sales representative
Demand
Technician
creator
Designing the Sales Force
• Sales force objectives
• Sales force strategy
• Sales force structure
• Sales force size
• Sales force compensation

12
• Prospecting
• Targeting
SALES • Communicating
FORCE • Selling
OBJECTIVES • Servicing
• Information gathering
AND
• Allocating
STRATEGY
• Selling Teamwork
SALES
FORCE • Direct (company) sales force
OBJECTIVES
• Contractual sales force
AND
STRATEGY
Sales Force Structure
Four types of sales forces
• Strategic market sales force assigned to
major accounts
• A geographic sales force calling on
customers in different territories
• A distributor sale force calling on and
coaching distributors
• An inside sales force marketing and taking
orders online and via phone

15
Sales Force Size
Workload approach to sales force
size
• Group customers into size classes according to
annual sales volume
• Establish desirable call frequencies for each
customer class
• Multiply the number of accounts in each size class
by the corresponding call frequency to arrive at the
total workload for the country
• Determine the average number of calls a sales
representative can make per year
• Divide the total annual calls required by the average
annual calls made by a sales representative to arrive
at the number of sales representatives needed

16
Sales Force
Compensation
• Four components of sales force
compensation
- Fixed amount
- Variable amount
- Expense allowances
- Benefits
• Straight salary, straight commission, and
combination of two

17
Recruiting Selecting

Managing the Evaluating Areas of growth Training

Sales Force
Motivating Supervising
Sales Rep Productivity
• Norms for prospect calls

• Using sales time efficiently

• Sales technology

19
Thank you

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