Kotler - Keller - Managementul Marketingului

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892 Partea a VII-a > Comunicarea valorii <Personalizarea comunicaÆiilor – çi capacitatea de a spune çi a face lucrul potrivit, pentru persoanapotrivitå, la momentul potrivit – este hotårâtoare. În acest capitol, vom analiza modul în carefirmele îçi personalizeazå comunicårile de marketing pentru a avea un impact mai mare. Vomîncepe prin evaluarea marketingului direct; apoi, vom lua în considerare vânzarea personalå çi forÆade vânzåri.Marketingul directMarketingul direct reprezintå folosirea canalelor de legåturå directå cu consumatorulpentru a-i aborda pe clienÆi çi a le livra bunuri çi servicii, fårå folosirea mijlocitorilor demarketing. Aceste canale sunt: oferta directå prin poçtå, vânzarea pe bazå de cataloage,telemarketingul, televiziunea interactivå, vânzarea apelând la prezentårile pe calculator,pentru public, siturile Web çi dispozitivele mobile.Operatorii de marketing direct cautå un råspuns måsurabil, de regulå o comandå dinpartea clientului, motiv pentru care activitatea lor este denumitå uneori marketing cucomandå directå. Aståzi, mulÆi dintre ei folosesc marketingul direct pentru a construi orelaÆie pe termen lung cu clientul. 2 Ei expediazå felicitåri pentru ziua de naçtere,materiale informative sau mici premii cåtre anumiÆi clienÆi. Liniile aeriene, hotelurile çialte tipuri de firme construiesc relaÆii puternice cu clienÆii prin programe de recompensarea frecvenÆei çi programe de cluburi.Marketingul direct este unul dintre mijloacele de servire a clienÆilor cu cel mai înaltritm de creçtere. Din ce în ce mai mulÆi operatori de pe piaÆa clienÆilor organizaÆionalis-au orientat spre oferta directå prin poçtå çi spre telemarketing, ca råspuns la costurileînalte çi în creçtere ale abordårii pieÆelor clienÆilor organizaÆionali prin intermediulforÆei de vânzåri. Pe ansamblu, vânzårile prin marketing direct genereazå circa 9% dineconomia Statelor Unite. 3Alåturi de încercarea de a creçte productivitatea forÆei de vânzåri, firmele cautå såfoloseascå unitåÆi de vânzare prin poçtå çi la telefon, pentru a reduce cheltuielile dedeplasare pe teren a reprezentanÆilor. Vânzårile realizate prin intermediul canalelortradiÆionale de marketing direct (cataloage, poçtå çi telemarketing) au crescut rapid. Întimp ce vânzårile cu amånuntul din Statele Unite cresc cu circa 3% anual, vânzårile princataloage çi prin poçtå cresc cu o ratå aproape dublå faÆå de primele. Vânzårile directeinclud vânzårile cåtre piaÆa de consum (53%), vânzårile cåtre clienÆii organizaÆionali(27%) çi obÆinerea fondurilor de cåtre instituÆiile de caritate (20%). Cheltuielile totaleîn media pentru marketingul direct în anul 2000 (poçtå, telefon, difuzare radio-TV,Internet, ziare, reviste etc.) au fost estimate la 236,3 miliarde de dolari. 4 Figura 19.1 neoferå o defalcare a diferitelor tipuri de marketing direct.
> Gestionarea comunicårii personale < Capitolul 19 893ORGANIZAæIE COMERCIALÅ13 milioane de firmeVânzåri totale în Statele Unitede 17.590 bilioane de dolariFinanÆe Marketing ProducÆieMarketing directCercetare de marketingSegmentarea pieÆei·De consum·IndustrialåMarketing curåspuns directMijloace de comunicareCheltuieli totale în 2000de 421,98 miliarde de dolariCrearea publicitåÆii·Directe (cu råspuns)·Indirecte (de sprijin)Ofertå directåprin poçtåCM: 44,715mld. dolariTelefonCM: 167,700mld. dolariRadio çi TVCM: 73,020mld. dolariInternetCM: 3,2mld. dolariZiareCM: 49,246mld. dolariRevisteCM: 17,083mld. dolariAlteleCM: 66,943mld. dolariPoçtaleNon-poçtaleÎnchirierede listeTelefoane dateCM: 58,850mld. dolariTeleviziuneCM: 53,435mld. dolariRadioCM: 19,585mld. dolariLocaleCM: 42,062mld. dolariNaÆionaleCM: 7,184mld. dolariPentruconsumatoriCM: 12,348mld. dolariAgricoleCM: 0,340mld. dolariReviste deafaceriCM: 4,395mld. dolariPagini auriiCM: 12,367mld. dolariPanouriCM: 1,540mld. dolariTârguriCM: 12,6mld. dolariAlte mijloaceCM: 40,436mld. dolariTelefoane primiteCM: 58,850mld. dolariCheltuieli pentru marketingulcu råspuns direct în anul 2000236,26 mld. dolariScrisori44,715mld. dolariTelefon58,850mld. dolariRadio-TV32,85mld. dolariInternet3,28 mld. dolariZiare22,05mld. dolariReviste7,650mld. dolariAlte mijloace66,943mld. dolariCanale de distribuÆieRåspuns måsurabil çi/sau tranzacÆieAutomate de vânzareVânzåri41,350 mld. dolariComenzi prin poçtå –Poçtå/telefonVânzåri 289,01 mld. dolariVizite personale la vânzåtor(ComerÆ cu amånuntul)Vânzåri 5.223 mld. dolariVizite personale sau telefoanedate cumpåråtoruluiVânzåri 12.037 mld. dolariBazele de date cu clienÆii/clienÆii potenÆialiRåspunsuri/încheierea tranzacÆiilorFIGURA 19.1Schema procesului de marketing directSursa: Retipåritå cu permisiunea revistei Direct Marketing, 224 Seventh Street, Garden City, New York, 11530-5771.
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DEDICAÞIEAceastå carte îi este d
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Bun venit lui Kevin Lane Keller!Sun
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viiiCuprinsul pe scurtPARTEA 6 FURN
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xCuprinsOrientarea de marketing hol
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xiiCuprinsIDEE DE MARKETINGDificult
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xivCuprinsAlte teorii ale deciziei
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xviCuprinsDefinirea capitalului må
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xviiiCuprinsApårarea cotei de pia
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xxCuprinsCapitolul 14 Elaborarea st
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xxiiCuprinsProbleme legale çi etic
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xxivCuprinsNOTÅ DE MARKETING Crite
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xxviCuprinsNaçterea ideilor ......
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xxviiiCuprinsNOTÅ DE MARKETING Ins
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xxxDespre autoriDomnul profesor Kot
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xxxiiDespre autoriÎn prezent, prof
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xxxivPrefaÆåtimp, çi când conta
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xxxviPrefaÆå3. Marketingul relaÆ
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xxxviii PrefaÆåCapitolul 10, Pozi
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MULÞUMIRIAsupra acestei noi ediÆi
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xliiMulÆumiriIllinois/Chicago; Jam
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xlivMulÆumiriTalentatul personal a
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2 Partea I > Managementul marketing
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10 Partea I > Managementul marketin
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CAPITOLUL 2 ELABORAREA STRATEGIILOR
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100 Partea I > Managementul marketi
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PARTEA2 CUNOAªTEREA ªI ÎNÞELEGE
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> Culegerea informaÆiilor çi scan
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înlocuiascå pe cei ieçiÆi la pe
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RITMUL ACCELERAT AL SCHIMBÅRII În
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> Derularea cercetårii de marketin
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210 Partea a III-a > Intrarea în c
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CAPITOLUL 6ANALIZA PIEÞELOR DE CON
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CAPITOLUL 8IDENTIFICAREA SEGMENTELO
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402 Partea a IV-a > Crearea unor m
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CAPITOLUL 10POZIÞIONAREA MÃRCIIÎ
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540 Partea a V-a > Formarea ofertei
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PARTEA6 FURNIZAREA VALORIICAPITOLUL
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> ReÆelele de furnizare a valorii
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intermediari. Pe pieÆele de consum
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principiu, asociaÆiile pot så ia
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online la concurenÆå cu Amazon.
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> Managementul distribuÆiei cu am
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preÆurile trebuie så fie oarecum
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PARTEA7 COMUNICAREA VALORIICAPITOLU
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> Proiectarea çi managementul comu
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CAPITOLUL 18GESTIONAREA COMUNICÃRI
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Page 933: CAPITOLUL 19GESTIONAREA COMUNICÃRI
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Page 979 and 980: PARTEA8 DEZVOLTAREA CU SUCCESPE TER
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> Lansarea noilor oferte de piaÆå
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Gestionarea procesului de creare:De
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> Påtrunderea pe pieÆele globale
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Recunoscând faptul cå structura s
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au inclus un dispozitiv rudimentar
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CAPITOLUL 22MANAGEMENTUL UNEI ORGAN
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> Managementul unei organizaÆii ca
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> Managementul unei organizaÆii de
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eforturile de vânzare pe pieÆele
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ANEXAEXERCIÞII PRACTICE CU PLANUL
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> ExerciÆii practice cu planul de
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GLOSARAAcorduri de vânzare condiÆ
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Glosar 1109Bunuri fårå cåutare B
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Glosar 1111apoi la identificarea, e
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Glosar 1113Grupuri disociative Grup
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Glosar 1115aborda çi a-i livra bun
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Glosar 1117trebuie så le asigure b
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Glosar 1119RRamurå/Sector de activ
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Glosar 1121cumpårare, un grad mai
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Kotler - Keller - Managementul Marketingului

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