communication value

direct marketing
In constructing an effective direct-mail campaign, direct mar- keters must choose
their objectives, OBJECTIVES Most direct marketers aim to receive an order from
prospects and judge a campaigns success by the response rate. An order-response rate of
2 percent to 4 percent is normally considered good, although this number varies with
product category, price, and the nature of the offering.8 Direct mail can also produce
prospect leads, strengthen customer relationships, inform and educate customers, remind
customers of offers, and reinforce recent customer purchase decisions.
target markets and prospects,
offer elements,
means of testing the campaign,
measures of cam- paign success.

he sales force, the company must develop sales force objectives, strategy, structure, size,
and compensation Companies need to define specific sales force objectives. For example, a
company might want its sales representatives to spend 80 percent of their time with current
customers and 20 percent with prospects, and 85 percent of their time on established
products and 15 percent on new products.

Sales reps need to know how to diagnose a customers problem and propose a solution that
can help improve the customers profitability.

Companies must deploy sales forces strategically so they call on the right customers at the
right time in the right way,

salespeople should know how to analyze sales data, measure market potential, gather market
intelligence, and develop marketing strategies and plans.

the composition of promotion strategy

advertising, personall selling, sales promotion direct marketing, interactive/internet marketing,

public relations

importantly, both promotion components share some common features, including creating
awareness of the brand, transmitting information, and persuading people to buy. personal selling has
several unique strengths: sales people can interact with buyers to answer questions and overcome
objections, they can target buyers, and they have the capacity to accumulate market knowledge and
provide feedback.