V50ch19managing personal communicationsalvinbugtas04202010

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V50ch19managing personal communicationsalvinbugtas04202010

  1. 1. MANAGING PERSONAL COMMUNICATIONS: DIRECT AND INTERACTIVE MARKETING, WORD OF MOUTH, AND PERSONAL SELLING Alvin “Handyman” Bugtas Ateneo Graduate School of Business Top 10 Concepts Visual Edition
  2. 2. Outline: Conducting Marketing Research and Forecasting Demand <ul><li>What is direct marketing </li></ul><ul><li>Marketers campaign plan </li></ul><ul><li>What are major channels of direct marketing </li></ul><ul><li>Opportunities of interactive marketing </li></ul><ul><li>Word – of - mouth </li></ul>
  3. 3. Outline: Conducting Marketing Research and Forecasting Demand <ul><li>Word-of-mouth marketing: Buzz and Viral Marketing </li></ul><ul><li>Sales personnel – company’s link to customer </li></ul><ul><li>Five key areas in designing sales force </li></ul><ul><li>Five steps in managing sales force </li></ul><ul><li>What is an effective sales person </li></ul>
  4. 4. Concept 1: WHAT IS DIRECT MARKETING Company Market Products
  5. 5. Company Market Products Direct marketers campaign plan Concept 2: MARKETERS CAMPAIGN PLAN
  6. 6. Company Market Products Concept 3: MAJOR CHANNELS OF DIRECT MARKETING Direct marketing channels Direct marketers campaign plan
  7. 7. Company Market Products Direct marketing channels Concept 4: OPPORTUNIES OF INTERACTIVE MARKETING Product Individualization Direct marketers campaign plan
  8. 8. Company Market Products Direct marketing channels Product Individualization Concept 5: WORD – OF - MOUTH Direct marketers campaign plan
  9. 9. Company Market Products Direct marketing channels Product Individualization Concept 6: BUZZ AND VIRAL MARKETING Buzz and Viral Marketing Direct marketers campaign plan
  10. 10. Company Market Products Direct marketing channels Product Individualization Buzz and Viral Marketing Concept 7: SALES PERSONNEL – COMPANY’S LINK TO CUSTOMER Representatives Direct marketers campaign plan
  11. 11. Company Market Products Direct marketing channels Product Individualization Buzz and Viral Marketing Representatives Concept 8: FIVE KEY AREAS IN DESIGNING SALES FORCE Key areas in sales force design Direct marketers campaign plan
  12. 12. Company Market Products Direct marketing channels Product Individualization Buzz and Viral Marketing Representatives Key areas in sales force design Concept 9: FIVE STEPS IN MANAGING SALES FORCE Steps: Managing Sales force Direct marketers campaign plan
  13. 13. Company Market Products Direct marketing channels Product Individualization Buzz and Viral Marketing Representatives Key areas in sales force design Steps: Managing Sales force Sales train-ing Concept 10: WHAT IS AN EFFECTIVE SALES PERSON Direct marketers campaign plan
  14. 14. MANAGING PERSONAL COMMUNICATIONS: DIRECT AND INTERACTIVE MARKETING, WORD OF MOUTH, AND PERSONAL SELLING Alvin “Handyman” Bugtas Ateneo Graduate School of Business Top 10 Concepts Visual Edition

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