营销通路管理-08.ppt

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1、Chapter8DirectSelling&DirectMarketingChannelSystemsDirectMarketingDirectMarketingMajorChannelsforDirectMarketingFace-To-FaceSellingDirectMailNewFormsofMailDeliveryFaxmailE-mailVoicemailDirectMarketingCatalogMarketingTelemarketingandM-CommerceFourtypesoftelemarketing:Te

2、lesalesTelecoverageTeleprospectingCustomerserviceandtechnicalsupportDirectMarketingOtherMediaforDirect-ResponseMarketingDirect-responseadvertisingAt-homeshoppingchannelsVideotextandinteractiveTVKioskMarketingDirectMarketingE-MarketingE-MarketingGuidelinesGivethecustome

3、rareasontorespondPersonalizethecontentofyoure-mailsOffersomethingthecustomercouldnotgetviadirectmailMakeiteasyforthecustomerto“unsubscribe”AlternativeChannels16Objective1:GrowinginimportanceDirectSellingDirectMarketing16DirectSellingObjective2:Directsellingisthesaleofa

4、consumerproductorserviceperson-to-person,awayfromafixedretaillocationThreekeypoints:•Goesdirectlytoconsumers’homes,offices,orotherlocations•Concernedwiththesaleofconsumerproductsinconsumermarketsratherthanindustrialproductsinindustrialmarkets•Involvessalespeoplemeeting

5、fact-to-facewithcustomers16Structure&TrendsinDirectSellingObjective3:MarketsServedTypesofProductsSoldFirmsInvolvedinDirectSellingProblems&ProspectsforDirectSelling16MarketsServedLocationPercentofSalesHome64.4Telephone14.7Workplace8.7Internet5.5Temporarylocations4.1Oth

6、er2.6LocationofDirectSellingChannelSales,200116TypesofProductsSoldProductCategoryPercentofTotalSalesPersonalCareProducts26.4Home/FamilyCareProducts33.7Leisure/EducationalProducts6.5Services/Miscellaneous/Other33.4MajorProductCategoriesSoldthroughDirectSellingChannelsas

7、aPercentageofTotalSales16FirmsInvolvedinDirectSelling•Hundredsexist•Rangeinsizefromthosewithannualsalesover$1billiontothosewithsaleswellunder$1million•TupperwareCorp.•AvonProducts,Inc.•Worldbook,Inc.•AmwayCorporationFactsExamplesProblems&ProspectsforDirectSelling16Man

8、ypotentialcustomerslackanawarenessofdirectsellingasanalternative.Asignificantportionofpotentialcustomershaveanegative