marketing plan: how to gauge marketing performance
DESCRIPTION
MARKETING PLAN: How to Gauge Marketing Performance. The Communication Effects “Pyramid”. Use – 5% Trial – 20% Preference – 25% Liking – 40% Knowledge – 70% Awareness – 90%. Behavioral. Affective. Cognitive. Consumer States for Two Brands. Chapter Questions. - PowerPoint PPT PresentationTRANSCRIPT
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MARKETING PLAN:
How to
Gauge Marketing Performance
19-1
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The Communication Effects “Pyramid”
Use – 5%
Trial – 20%
Preference – 25%
Liking – 40%
Knowledge – 70%
Awareness – 90%
Behav
ioral
Cognit
iveAffe
ctive
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17-3
Consumer States for Two Brands
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19-4
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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19-6
Direct Marketing Channels
Catalogues
Direct mail
Telemarketing
Web sites
Email marketing
Mobile devices
Interactive TV
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19-7
Constructing a Direct-Mail Campaign
Establish objectives
Select target prospects
Develop offer elements
Test elements
Execute
Measure success
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Types of Telemarketing
• Telesales• Telecoverage• Teleprospecting• Customer service
and technical support
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19-10
Designing a Web Site
• Context• Content
• Community• Customization
• Communication• Connection• Commerce
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Sales Tasks
• Prospecting
• Targeting
• Communicating
• Selling
• Servicing
• Information gathering
• Allocating
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19-13
Designing a Sales Force
Sales force objectives
Sales force strategy
Sales force structure
Sales force size
Compensation
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19-14
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 group’s consensus as to which offers would works the best and why?