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Telemarketing Project

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Telemarketing By Bryan Chong Abstract To face drastically competitive marketing, business firms seek the marketing method of low-cost and high-effectiveness in order to get ahead in the difficult marketing environment. Marketing is not like what it used to be. This exciting, somewhat uncomfortable face has come home to stay for most marketing professionals. Change in markets, technology, distribution and communication have worked like earthquakes to fold and shift hallowed assumptions( burying some, elevating others, and exposing entirely new approaches. Telemarketing has experienced all of these changes. Old approaches are no longer acceptable, tested and proven wisdoms have become even more important, and new demands have forced the evolution of unprecedented new capabilities and powers. Clearly, the time has come to survey and chart this new Telemarketing landscape. Because telephones are very popular, the cost of salespeople selling is growing, and the using of 800 numbers is much more common today. These factors result in the rapidly growing Telemarketing. Today, the Telemarketing has become the most important marketing method in the U.S. Therefore, this research is meant to explore and better understand this kind of marketing. In addition, it is also to research and analyze the responses, opinions, and acceptance conditions of common residents on Telemarketing. Chapter 1 Introduction 1.1 The Research Background and Motivation David Packard of Hewlett-Packard said: "Marketing is too important to be left to the marketing department." Professor Stephen Burnett of Northwestern adds: "In a truly great marketing organization, you cannot tell who's in the marketing department. Everyone in the organization has to make decisions based on the impact on the consumer." Marketing is the business function that identifies customer needs and wants, determines which target markets the organization can best serve, designs appropriate products, services, and programs to serve these markets, and calls upon everyone in the organization to "think and serve customers." Advertising, personal selling, sales promotion, and store retailers are traditional means of communication between sellers and buyers. ...read more.


4. Leaving a Message Leaving a message that works is an integral part of selling on the telephone. Often, you will not be able to get through to an individual on the first call, so it will be necessary for you to call back or to leave a message. 5. Calling Back When an individual is difficult to reach and does not return your call, do not hesitate to call again. All these techniques take practice, but developing them is an essential part of good telephone selling. In short, you must get through to the prospect before anything can be sold. There will always be some instances when a caller will have to make a series of calls before finally getting to talk directly with the prospect. One must work on establishing rapport with the screener, while maintaining an image of authority. Whether he leaves a message after the first call or the fourth, leaving an effective message also requires authority and a quiet suggestion of urgency. 4.3 Developing and Maintaining a Database Developing a basic customer database is very important. Creative enhancements to the database can improve sales efficiency dramatically, but the first question to be answered is "What data should be included in the basic database?" The database requirement varies by category of business and/or type of customer. For telemarketers, a key source of data is the call report. The call report should capture the history of each account and give direction for future servicing. Basic data, which should go into the database, include the following: * Key contact * Title * Telephone * Best calling time * Time zone * Mailing and shipping address * SIC # (standard industrial classification) if a business firm * Source of original contact * History of purchases * Current buying pattern * Special requirements * Credit limit * Personal notes * Other products/services in the discussion stage * Log of call by dates * Follow-up call cycle With these data safely stored in the computer, carrying on meaningful dialogues with a customer base becomes a piece of cake. ...read more.


It is higher than the overall retail trade's 10%. Japan has analyzed the motivation of Non-Store Retailers. Here is the result. (Please see Figure 7.3) 7.2 Direct Marketing 7.2.1 The Definition of Direct Marketing The current "official" definition given by the Direct Marketing Association is: Direct marketing is an interactive system of marketing which uses one or more advertising media to effect a measurable response and/or transaction at any location. It is important to have a thorough understanding of the current official definition. Let's dissect the definition. A: The expansion of new customers B: The various needs of customers C: The future attraction of non-store retailers D: The expansion of market place E: The growth of the operating earnings of retail store F: The counterplot for difficult to display merchandise G: The saving of investment H: The expansion of the limit for running retail store I: Others Figure 7.3 The Implement Motivation of Non-Store Retailers * Interactive: Interaction one-on-one communication between marketer and prospect/customer( is an important key. * One or more advertising media: Direct marketing is not restricted to any one medium. Indeed, direct marketers have discovered there is synergism among the media. A combination of media often is far more productive than any single medium, such as TV, radio, newspapers, magazines, and mailing. * Measurable response: Measurability is a hallmark of direct marketing. Everything in the field, with rare exceptions, is measurable. Direct marketers know what they spend, and they know what they get back. * Transaction at any location: The world is direct marketing's oyster - transactions can take place by telephone, at a kiosk, by mail, at home, at a store. Direct marketing is accountable. It is advertising that can be justified and tracked. It is ideally suited for small business. Not only is direct marketing measurable, but it can be adapted to fit a budget and changing business goals. Like marketing, direct marketing involves analyzing the needs of a target audience and considering how best to design, package, and market a product or service that meets those needs. ...read more.

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