Marketing Final Exam

MANAGING PERSONAL COMMUNICATIONS

 

Direct Marketing includes the following types of campaigns: Direct Mail, Catalogs, Telemarketing, 800 number responses, or any media that requires customers to actively do something toward a measurable response or purchase at any location.

It is an interactive system, and when used with electronic marketing, such as the internet, it can be very effective.

The advantages of Interactive Marketing are that there is an opportunity for much greater interaction and individualization. For example, on the web, marketers have a “contextual placement” relating to their offerings. Mobile Marketing is one example of a growing form of Interactive Marketing.

The disadvantages of Interactive Marketing are that consumers can screen out most messages, bogus clicks can be generated by competitors and advertisers lose some control over their messages, which can be hacked or vandalized. Internet spending has far surpassed all other advertising media, so these disadvantages are outweighed by most businesses.

Word of Mouth Marketing includes Social Media, Buzz and Viral Marketing. Brand evangelists and opinion leaders count as very important for the marketer. Word of Mouth marketing engages customers to talk about their products and services, and we’re seeing this used by social networks like linkedin.com, Facebook and YouTube.

Measuring the effects of Word of Mouth Marketing continues to be a challenge for most businesses.

The Sales Force includes all of those who actively and indirectly sell the products or services for the company. Salespeople serve as a company’s link to its customers. The sales rep is the company to many of its customers, and it is the rep who brings back to the company much needed information about the customer.

Designing the sales force requires choosing objectives, strategy, structure, size and compensation.

The management of sales departments begins with recruiting and selecting the best candidates, training and supervising the sales representatives, and measuring sales rep productivity. The management also includes motivating and evaluating the sales representatives.

The six steps of personal selling include: 1) prospecting and qualifying, 2) preapproach, 3) presentation and demonstration, 4) overcoming objections, 5) closing, and 6) follow up and maintenance.

Relationship Marketing is not developing an immediate sale, but a long term supplier-customer relationship.