Matakuliah : J0504 - Strategi Pemasaran
Tahun
: 2009
SALES FORCE, INTERNET, AND
DIRECT MARKETING STRATEGIES
Pertemuan 24
Buku 1 Hal: 396-415
Learning Objective
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
Bina Nusantara
Sales Force Strategy
Internet Strategy
Direct Marketing Strategies
Managing the Salesforce

Finding and Selecting Salespeople

Training/Development

Management Control
Monitoring
Directing
Evaluating
Rewarding
Reinventing the Sales Organization
Customer
Relationships
Performance Huddles
SALES MANAGER
CHALLENGES
Keeping Score
Sales Structure
INTERNET STRATEGY

Strategy Development

Deciding Internet Objectives

E-Commerce Strategy

Value Opportunities and Risks

Measuring Internet Effectiveness

The Future of the Internet
Internet Strategy Alternatives
Promotional
Medium
Communication Tool
Value-Chain Channel
Separate Business
Model
Deciding Internet Objectives

Creating Awareness and Interest

Information Dissemination

Obtaining Research Information

Brand Building

Improving Customer Service
Designing Internet Strategy
1. Customer Groups Targeted
2. Value Proposition
3. Communications Strategy
4. Designing the Website
5. Structure of the Organization
6. Alliance Partners
7. Shareholder Value
8. Tracking Performance
Measuring Internet Effectiveness
Challenging but capabilities are developing.
What should be measured and how?
Major changes are likely through trial and
error.
Alternative measures:
Ad impressions, clicks, unique
visitors, total visits, page impressions
DIRECT MARKETING
Kiosk
Shopping
Electronic
Shopping
Radio/Magazine/
Newspaper
Catalogs
DIRECT
MARKETING
Direct Mail
Telemarketing
Television
Advantages of Direct Marketing
 Socio-economic Trends
Time constraints/
convenience
 Low Access Costs
Much lower than face-to-face
contact
 Data Base Management
Facilitates direct marketing
initiatives
 Value
An attractive bundle of value