mktg1001 wk12 - Marketing Principles This week Chapters 13...

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MKTG1001: Semester 1 Marketing Principles This week… Personal Selling Direct Marketing CRM/Database Marketing Digital Marketing Subject Evaluation Chapters 13 & 14
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MKTG1001: Semester 1 Evolution of Relationships
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MKTG1001: Semester 1
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MKTG1001: Semester 1 Buyer-readiness state (Objectives) Awareness Knowledge Liking Preference Conviction Purchase FIGURE 12.3 Advertising Public Relations Sponsorships/Events Personal Selling Direct Marketing CRM/Database Marketing Digital Marketing
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MKTG1001: Semester 1 Subject evaluation
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MKTG1001: Semester 1
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MKTG1001: Semester 1 Main Selling Jobs Retail sales Call centre (Customer service) B2B Sales Agents/brokers Telesales/canvassing Self-employed
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MKTG1001: Semester 1 Different functions Close (finalise) the sale Manage important customer relationships Two-way communication often back to firm Find customers
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MKTG1001: Semester 1 Steps in Selling Prospect/qualify Pre-approach Approach Present/demonstrate Objections Close Follow-up Figure 13.3
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As an example… Prospect/qualify Pre-approach Approach Present Objections Close Follow-up Review firm/size Pitch, Q’s, goals, mental Manner, next steps, follow-up Rapport, laptop, materials Q’s, highlight benefits More than “think about it” Future opportunities
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MKTG1001: Semester 1 Managing the salesforce Recruitment Training Compensation Supervising Evaluating Look for key traits: good with people, listener, self-motivated Learn products/benefits, presentation skills, learn about target market needs Mix of base salary, commission, bonus, rewards (incentives) Provide motivation, support, energy Targets, review of performance, correction/training Figure 13.1
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MKTG1001: Semester 1 An interactive system Using various media To achieve a measurable response And/or transaction at various locations What is Direct Marketing?
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MKTG1001: Semester 1 An interactive system Using various media To achieve a measurable response And/or transaction at various locations What is Direct Marketing?
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This note was uploaded on 08/18/2011 for the course MKTG 1001 taught by Professor ? during the Three '09 term at University of Sydney.

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mktg1001 wk12 - Marketing Principles This week Chapters 13...

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