TOP 10 CONCEPTS: MANAGING PERSONAL COMMUNICATIONS: DIRECT AND INTERACTIVE MARKETING, WORD OF MOUTH AND PERSONAL SELLING

1. Direct marking is an interactive marketing system that uses one or more media to effect a measurable response or transaction at any location.
2. Direct marketer plan campaigns by deciding on objectives, target markets and prospects, offers, and prices.
3. Major channels for direct marketing include face-to-face selling, direct mail, catalog marketing, telemarketing, interactive TV, kiosks, Web sites, and mobile devices.
4. Interactive marketing provides marketers with opportunities for much greater interaction and individualization through well-designed Web sites, as well as online ads and promotions and other approaches.
5. Word-of-mouth marketing finds ways to engage customers.
6. Two notable forms word-of-mouth marketing are buzz marketing and viral marketing
7. Sales personnel serve as a company’s link to its customers.
8. Designing the sales force requires decisions regarding objectives, strategy, structure size, and compensation.
9. Five steps involved in managing the sale force (1) recruiting and selecting sales representatives; (2) training the representatives in sales techniques and in the company’s products, policies, and customer-satisfaction orientation; (3) supervising the sales force and helping reps to use their time efficiently; (4) motivating the sales force and balancing quotas, monetary rewards, and supplementary motivators; (5) evaluating individual and group sales performance.
10. Effective salespeople are trained in the methods of analysis and customer management, as well as the art of sale professionalism.


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