Personal selling database marketing and customer relationship management

personal selling database marketing and customer relationship management

Presentation on theme: "Personal Selling, Database Marketing, and Customer Relationship Management Chapter 12 with Duane Weaver."— Presentation. View Notes - Chapter 11 - Personal Selling, Database Marketing and CRM from MARKETING at North South University. Personal Selling, Database. International Journal of Business and General Management (IJBGM) ISSN(P): Future 31 Direct marketers can build a continuous relationship with each customer. Whereas Database Marketing is the process of building, maintain and using Table 1 Mass Marketing One-to-one Marketing Average Customer Individual.

Offer great customer service. Become a valuable resource. Create solutions that add value for your customers. Create a customer, not a sale! Is the prospect dissatisfied with its current vendor? Does the prospect use single or multiple sourcing?


Is the prospect a good fit with current customers? How difficult will it be to get past the gatekeeper s? Determine the roles of price, service, and product attributes in the purchase decision. Determine roles of trade and sales promotions in purchase decisions. Determine critical customer benefits or product attributes.

personal selling database marketing and customer relationship management

Identify risk factors in switching vendors. Build a data warehouse. Mine data for information. Evaluate marketing programs and data warehouse. What kinds of data are available?

personal selling database marketing and customer relationship management

When will data be collected and used? Where will the data be located or stored?

The Advantages & Disadvantages of Database Marketing |

Why do we need certain data and not other types? How will the data be used? Survey data of customers. What have they purchased? How often have they purchased? How did they initially make contact? Instead, they ll be trying to sell a single customer as many products as possible-over a long period of time, and across different product lines.

Today with the advent of new media in the form of Computers, modems, fax machines, tablets,the Internet and the online services, direct marketing has become even more sophisticated. The arrival of technological advancement and at reasonable costs have substantially enlarged and widened the direct marketing horizon. Companies can now talk to their customers directly and customize their products and services and meet their needs and wants in no time.

This paper attempts to analyze critically the nature, role and growing applications of direct marketing. Needless to say that direct marketers need to plan their marketing campaign carefully to be successful.

They must be cautious ethically and also in deciding on the objectives, target their markets and prospects precisely, design the offer s elements, test the elements and establish measures to determine the campaign s success.

This definition emphasizes a measurable response, typically a customer-order. Thus direct marketing is sometimes called as Direct-order Marketing.

The Advantages & Disadvantages of Database Marketing

The extra-ordinary growth of direct marketing in the consumer-market is a response to the marketing reality of the s. Customers are responding favorably to direct marketers toll-free phone numbers, their willingness to accept telephone orders even at night and on weekends and their never ending commitment to customer-service.

The growth of affordable computer power and customer databases has enabled direct marketers to single out the best prospects for any products they wish to sell. Direct mail and telemarketing have also grown rapidly in business-to-business marketing, partly in response to the high and increasing costs of reaching business markets through the sales-force. Lower cost-per-contact media- such as telemarketing, direct mail and the newer electronic media-will prove more cost effective in reaching and selling to more prospects and customers.

The creation of the information superhighway promises to revolutionize commerce and lead to electronic shopping explosion 2. Electronic markets are sponsored information utilities that describe the products and services offered by sellers and allow buyers to search for information, identify what they need or want and place orders even using a credit card.

Consumers report that Home shopping is fun, convenient and hassle-free.


It saves time and introduces them to a larger section of merchandise. They can do comparative shopping by browsing through mail catalogs and online shopping services and can order goods for themselves or others. Industrial customers also cite a number of advantages; they particularly like learning about available products and services with tying up time in meeting sales people. To the Sellers Direct marketers can buy a mailing list containing the names of any group, personalize and customize their messages to the target customers.

Direct marketing can be timed to reach prospects at the right moment and direct-marketing material receives higher readership because it is sent to more interested prospects.

It also helps in testing alternative media and messages in search of the most cost-effective approach.

It also makes the direct marketer s offer and strategy less visible to competitors. One-to-One Marketing Don Peppers and Martha Rogers 3 listed the main differences between mass marketing and one-to-one marketing.