Contenu connexe Plus de 1STOUTSOURCE LTD (14) Promote your product and get the sales marketing tips1. Dr. Stephanie J. Morgan Marketing Principles and Practice Marketing Mix 3 (Promotion) Download at www.bizface.co.uk 3. Key Promotional Mix Tools Advertising Personal Selling Direct Marketing Sales Promotion Internet & Online Marketing Publicity D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill 2 5. The communication process 4 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Noise Noise Receiver Encoded message Decoded message Transmission Source Feedback 8. Strong and weak theories of how advertising works 5 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Strong (AIDA ) Weak (ATR) Weaknesses? Do all customers desire? Where do they apply – low/high involvement? Desire (or conviction) Interest Awareness Action Reinforcement Trial Awareness 9. Developing advertising strategy 6 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Identify and understand target audience Marketing strategy Define advertising objectives Set the advertising budget Execute campaign Evaluate advertising effectiveness Message decisions Media decisions 10. Setting the Advertising Budget 11 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Percentage of Sales Affordability Matching Competition Objective & Task Stimulate Sales 12. How brand personality is used by consumers 14 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Self-expression – acts as a bridge Reassurance Communicates the brand’s functional characteristics Trustworthiness Brand personality 16. 3 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Types of selling The selling function There are many types of selling jobs Selling varies according to the nature of the selling task Order-takers Order creators Order-getters 17. 4 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Types of selling The selling function Order-takers Order creators Order-getters Inside order-takers Delivery salespeople Outside order-takers 18. 5 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Types of selling The selling function Order creators Missionary salespeople Order-takers Order-getters 19. 6 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Types of selling The selling function Order-getters Front-line salespeople Sales support salespeople New business salespeople Order-takers Order creators Organizational salespeople Consumer salespeople Technical support salespeople Merchandisers 20. 7 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Sales responsibilities Profitable sales Prospecting Providing service Maintaining customer records and information feedback Relationship management Self-management Handling complaints 21. 8 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill The selling process Preparation The opening Need and problem identification Presentation and demonstration Dealing with objections Closing the sale The follow-up 23. Key account relational development model Complex Simple Transactional Collaborative 11 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Nature of Customer Relationship Level of Involvement With Customers Synergistic-KAM Partnership-KAM Mid-KAM Early-KAM 24. Marketing strategy and the management of the sales-force 12 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Setting objectives Recruitment and selection Training Motivation and compensation Evaluation of salespeople Salesforce size Salesforce organization Personal selling objectives and strategies Marketing strategy Designing the salesforce Managing the salesforce Evaluation and control of total sales operation 25. The cycle of motivation 13 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Source: Churchill Jr, G.A., N.M. Ford & O. C. Walker Jr (1995) Sales Force Management: Planning, Implementation and Control Motivation Effort Performance Satisfaction Rewards 26. A marketing database 4 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Marketing database Product information Transactional information Geodemographic information Promotional information Customer and prospect information 27. Managing a direct marketing campaign 5 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Identify and understand target audience Marketing strategy Campaign objectives Media decisions Creative decisions Execute and evaluate campaign 28. A multiple-medium, multiple-stage campaign 9 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Direct response advertising Outbound telemarketing Salesforce Inbound telemarketing/direct/mail/e-mail Direct mail 29. Creative decisions 10 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Communication objectives Product benefits (and weaknesses) Target market analysis Development of the offer Communication of the message Action plan 30. 11 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Execute and evaluate the campaign Cost per enquiry Conversion rate from enquiry to sale Number of enquiries Sales rate (% purchasing) Number of contacts purchasing Total sales Campaign Performance Renewal rate Cost per contact Cost per sale Repeat purchase rate Response rate Average order value Enquiry rate 31. The effect of a sales promotion on sales 2 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Prior to promotion Promotion period Short-run post-promotion period Long-run post-promotion period Time Sales 1 = positive effect 2 = no effect 3 = negative effect 1 2 3 32. Consumer and trade promotions 3 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Consumer promotions Trade promotions Money off Free samples Prize promotions Loyalty cards Free goods Allowances Bonus packs Premiums Coupons Price discounts Competitions 34. Values transferred from sponsorship categories Healthy Young Energetic Fast Vibrant Masculine Sophisticated Elite Discriminating Up-market Serious Pretentious Young Accessible Friendly Current Innovative Commercial Admirable Concerned Caring Intelligent Explosive Caring Concerned Explosive Sports High-brow arts Mass arts Social causes Environmental programs 13 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill 35. Exhibition objectives Maintain relationship Transmit benefits Remedy service problems Stimulate extra sales Maintain image Demonstrate products Gather competitive intelligence Widen experience Contact prospects Determine needs Transmit benefits Commit to follow-up or sale Contact prospects Foster image building Demonstrate products Gather competitive intelligence Selling objectives 4 D Jobber, Principles and Practice of Marketing, © 2001 McGraw-Hill Current customers Non-selling objectives Potential Customers (prospects) Notes de l'éditeur Introduce me as final year PhD on organizational attachment in IT outsourcing. Explain background in IT and managing people remotely. Masters and doctoral research at Birkbeck revealing interesting issues about intranets and e-mail usage. (Possibly explain a little about organizational focus as I see all other talks are to do with shopping type stuff). Could get attention by asking how many of them class themselves as remote workers or work from home sometimes? Aim of the talk today is to highlight the problems (still) faced by managers and staff in these days of increased reliance on electronic communication, and suggest that information overload is not just a ‘stress/overwork’ issue but can lead to increased isolation for remote workers.