New wave in sales: alternate channels to profits are already making the 'cold' sales call obsolete

Article Abstract:

The costs involved with closing sales with field sales forces have risen significantly in recent years. From 1979 to 1983, the average cost rose by 67 percent, and total average cost of closing a field sale directly to industry jumped to over $1,000. The solution would seem to be to lessen personal involvement in sales using alternate marketing methods, which can result in control of the sales message, measurability of response, and higher profits. Alternative methods discussed include: direct response-mail order; catalogs; direct response card decks; broadcast media direct response; industrial retail stores; demonstration-product centers; traveling demo centers; telemarketing; and trade marts.

Usage, Direct mail advertising, Direct-mail advertising, Sales

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Market Driven: improve your organization's structure to boost profits. (part 2)

Article Abstract:

An evaluation of organizational effectiveness requires a regular analysis of the product portfolio by using the General Electric Product Matrix, which rates a company's product priorities. The most effective organization will then focus on the first priority products, spend enough to maintain market share for second priority products, and consider divestiture or demarketing for products that have a low priority. A market-centered organization is likelier to be more productive than a function-centered organization. It is also important to implement the 'market driven strategic plan' in such a way that advertising can be used in an effective and creative manner.

Analysis, Corporations, Marketing management, Organizational effectiveness

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Practice pragmatism

Article Abstract:

Many financial service companies have introduced direct marketing strategies to reach consumers. Consequently, traditional direct response firms, like Sears, have entered the financial services industry in an attempt to handle the requirements of their consumers. In order to profitably market financial services, companies should first focus on effectiveness and then on their efficiency. Catalog marketing represents the most obvious area of difference between effectiveness and efficiency.

DEPOSITORY INSTITUTIONS, Financial services industry, Financial services, Direct marketing

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