MARKETING PLAN: How to Gauge Marketing Performance

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MARKETING PLANHow to Gauge Marketing
Performance
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The Communication Effects Pyramid
Behavioral
Use 5 Trial 20 Preference 25 Liking
40 Knowledge 70 Awareness 90
Affective
Cognitive
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Chapter Questions

• What direct channels can companies use?
• How should companies do direct marketing?
• When is a sales force useful?
• How do companies manage a sales forces?
• How can salespeople improve selling, negotiating,
  and relationship marketing skills?

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Direct Marketing
Channels used to reach and deliver goods and
services to customers without using market
middlemen.
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Direct Marketing Channels
Catalogues
Direct mail
Telemarketing
Web sites
Email marketing
Mobile devices
Interactive TV
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Constructing a Direct-Mail Campaign
Establish objectives
Select target prospects
Develop offer elements
Test elements
Execute
Measure success
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RFM Formula for Selecting Prospects
Recency
Frequency
Monetary value
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Types of Telemarketing

• Telesales
• Telecoverage
• Teleprospecting
• Customer service and technical support

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Designing a Web Site

• Context
• Content
• Community
• Customization
• Communication
• Connection
• Commerce

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iTunes Affiliate Program
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Sales Tasks

• Prospecting
• Targeting
• Communicating
• Selling
• Servicing
• Information gathering
• Allocating

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Designing a Sales Force
Sales force objectives
Sales force strategy
Sales force structure
Sales force size
Compensation
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Steps in Effective Selling
Prospecting/Qualifying
Preapproach
Approach
Presentation
Overcoming objections
Closing
Follow-up
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Activity

• Target Markets and Prospects
• Direct market consists of five elements -
  product, offer, medium, distribution method, and
  creative strategy.
• On a scale of 1 to 5 (1 being does not work, 5
  being works very well) rank these pieces on these
  five elements. What is the groups consensus as
  to which offers would works the best and why?