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