营销管理第17章管理个人传播.ppt
,营销管理（中国版）,第17章,管理个人传播：直复和互动营销，口碑和人员营销,菲利普科特勒-凯文莱恩凯勒-卢泰宏,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 17-2,本章案例,公司如何利用整合直复营销获得竞争优势？公司如何进行有效的互动营销？营销者如何最好地利用口碑的力量？设计和管理销售团队时，公司需要作哪些决策？销售人员如何提高其销售、谈判和建立关系方面的技巧？,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 17-3,本章内容,直复营销互动营销口碑设计销售队伍管理销售队伍人员销售的原则,可口可乐小案例：BzzAgent小案例：福特大胆之举小案例：佳能（美国）创新营销：雅虎营销在中国：腾讯QQ 营销视野：大客户管理本章案例：戴尔在中国,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 17-4,直复营销渠道,直接邮寄,目录,电话营销,互动性电视、网站和移动终端,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 17-5,开展直接邮寄活动,设定目标,挑选目标市场,制定产品,测试要素,执行,测量效果,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 17-6,选择预期顾客的RFM公式,时间,频率,金额,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 17-7,产品战略要素,产品报价中间环节分销方式创新策略,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 17-8,邮寄要素,信封销售信通告回复表回复信封,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 17-9,电话营销类型,电话销售电话覆盖电话机会管理客户服务和技术支持,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 17-10,直复营销的公共问题,厌恶,不公平,欺诈,侵犯隐私,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 17-11,互动营销,互动营销使营销者能够有更多的机会通过设计良好的网站以及网络广告和推广活动进行互动和个性化的活动。投放网络广告和在线促销,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 17-12,在线促销机会,网站微型网站搜索广告横栏广告弹出式广告特殊网站的广告和视频,赞助活动联盟网上社区电子邮件移动（手机）营销,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 17-13,什么是口碑营销,口碑营销发现了鼓励顾客的方法，因此顾客愿意同其他人谈论产品、服务和品牌。口碑营销的两大主要形式是：蜂鸣营销，即通过使产品、服务或营销方式与众不同来促使人们谈论该品牌。病毒营销，即鼓励人们就产品或服务的某些方面进行在线交流。,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 17-14,口碑,蜂鸣营销和病毒营销意见领袖博客衡量口碑效果,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 17-15,网络营销指南,给顾客一个回复的理由电子邮件的内容个性化为顾客提供一些无法从直接邮寄中获得的东西方便顾客退订,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 17-16,设计销售团队,销售团队目标,销售团队战略,销售团队结构,销售团队规模,薪酬,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 17-17,销售代表的类型,投递员接受订单这树立形象者技术人员需求创造者解决问题者,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 17-18,销售任务,寻找目标顾客定位沟通销售提供服务收集信息分配,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 17-19,管理销售团队,招聘，甄选,培训,监督,激励,评价,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 17-20,销售团队薪酬的要素,固定工资,变动工资,费用补贴,福利,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 17-21,有效销售的主要步骤,寻找和分析潜在顾客,准备,接触,演示,应对反对意见,完成交易,跟进,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 17-22,营销讨论,互动营销的优势和劣势如何投放在线广告和在线促销？,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 17-23,营销视野：大客户管理,优秀的销售员是天生的还是后天培养的？发展有效的销售团队的关键是甄选。对阵 发展有效的销售团队的关键是培训。,营销讨论,Copyright 2009 Pearson Education,Inc.Publishing as Prentice Hall 17-24,案例讨论,可口可乐创新营销：雅虎,营销在中国：腾讯QQ 本章案例：戴尔在中国,
