Chapter 19 t tan
Transcript of Chapter 19 t tan
Chapter 19: Marketing Through Personal Communication!
Top 10 Concepts with Examples from Kotler and the Philippine Setting
Tasha B. Tan
May 2010
OutlineDefinition of Terms
◦Direct Marketing◦Interactive Marketing◦Word of Mouth◦Sales Force◦Personal Selling
Summary
Concept 1: Direct Marketing -Direct Mail
Concept 1: Direct Marketing -Direct Mail
Kotler: Eastman Kodak Co
Local: Philippine Airlines – Mabuhay Miles
RP Medical Application:◦Maxicare◦Caritas
Concept 2: Direct Marketing – Catalog
Concept 2: Direct Marketing -Catalog
Kotler: Black Box
Local: Avon Philippines
RP Medical Application:◦Herbal Life◦Allied Medical Supplies
Concept 3: Direct Marketing – Telemarketing
Concept 3: Direct Marketing – Telemarketing
Kotler: USAA
Local: Citibank
RP Medical Application:◦First Vita Plus◦Caritas◦Medical Transcription Services
Concept 4: Interactive MarketingAdvantages vs Disadvantages
Concept 4: Interactive MarketingAdvantages vs Disadvantages
Kotler: Pepsi
Local: Sunsilk
RP Medical Application:◦The Medical City◦GlaxoSmithKline
Concept 5: Word of Mouth Marketing – Buzz and Viral Marketing
Concept 5: Word of Mouth Marketing – Buzz and Viral Marketing
Kotler: Blendtec
Local: Globe
RP Medical Application:◦St. Lukes Medical Center – Global
City
Concept 6: Word of Mouth Marketing – Opinion Leaders
Kotler: Sony Ericsson
Local: Chiz Escudero
RP Medical Application:◦Mar Roxas◦Juan Flavier
Concept 6: Word of Mouth Marketing – Opinion Leaders
Concept 7: Word of Mouth - Blogs
Concept 7: Word of Mouth - BlogsKotler: Ford Bold Moves
Local: Johnson & Johnson, Our Awesome Planet, PPCRV Twitter
RP Medical Application:◦Laboratory Med News◦Nurses Notes.info◦DepNet.ph Twitter
Concept 8: The Sales Force Structure and Size
Concept 8: The Sales Force Structure and Size
Kotler: Hewlett-Packard
Local: Megaworld Corporation
RP Medical Application:◦GlaxoSmithKline◦Caritas
Concept 9: The Sales Force – Managing the Sales Force
Concept 9: The Sales Force – Managing the Sales Force
Kotler: Altera
Local: Ayala Group
RP Medical Application:◦Pfizer◦Unilab
Concept 10: Personal Selling
Concept 10: Personal SellingKotler: None :o
Local: Small and Medium Entrepreneurs
RP Medical Application:◦Medical Doctors/Practitioners
SummaryPersonal Communication Advantages VS DisadvantagesEthical Issues