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TOP TEN RELEVANT CONCEPTS  CHAPTER 19: Personalizing Marketing Communications RAYMONDE CHARLES Y. UY MDMBA 070025 ; BATCH ...
OUTLINE <ul><li>DEFINING  the concepts of Personalizing Marketing Communications </li></ul><ul><li>HOW  to Personalize Mar...
Concept 1 Direct Marketing :  Convenient & Cost-effective
Concept 1 Direct Marketing :  Convenient & Cost-effective <ul><li>Kotler: </li></ul><ul><ul><li>Land’s End [Sears] </li></...
Concept 2   Direct Mail Marketing:  Double-Edged Sword
Concept 2   Direct Mail Marketing:  Double-Edged Sword <ul><li>Kotler: </li></ul><ul><ul><li>Eastman Kodak Co. </li></ul><...
Concept 3 Catalog Marketing:   Customer and Inventory  Control
Concept 3 Catalog Marketing:   Customer and Inventory  Control <ul><li>Kotler: </li></ul><ul><ul><li>Black Box </li></ul><...
Concept 4  Telemarketing  for Inter-business marketing
Concept 4  Telemarketing  for Inter-business marketing <ul><li>Kotler: </li></ul><ul><ul><li>USAA </li></ul></ul><ul><li>L...
Concept 5 Interactive Marketing:  PROs and CONs
Concept 5 Interactive Marketing:  PROs and CONs <ul><li>Kotler: </li></ul><ul><ul><li>IBM, Wyeth </li></ul></ul><ul><li>Lo...
Concept 6 Online Ads and Promotions:  Global Community <ul><li>Insert </li></ul><ul><li>Flash </li></ul><ul><li>Advertisem...
Concept 6 Online Ads and Promotions:  Global Community <ul><li>Kotler: </li></ul><ul><ul><li>Burger King </li></ul></ul><u...
Concept 7 Word of Mouth:  Social Networking
Concept 7 Word of Mouth:  Social Networking <ul><li>Kotler: </li></ul><ul><ul><li>CafeMom, Takkle [P&G], Krispy Kreme </li...
Concept 8 Buzz & Viral Marketing:  Sparks of Excitement
Concept 8 Buzz & Viral Marketing:  Sparks of Excitement <ul><li>Kotler: </li></ul><ul><ul><li>Blendtec, Campfire </li></ul...
Concept 9 Blogs/ Opinion Leaders:  Pop Stars of Marketing
Concept 9 Blogs/ Opinion Leaders:  Pop Stars of Marketing <ul><li>Kotler: </li></ul><ul><ul><li>Ford.  </li></ul></ul><ul>...
Concept 10 Personal Selling:  The Art of Salespeople
Concept 10 Personal Selling:  The Art of Salespeople <ul><li>Kotler: </li></ul><ul><ul><li>The Six Steps  </li></ul></ul><...
SUMMARIZING  the Practice and the Art <ul><li>Direct Marketing </li></ul><ul><li>Bringing the market closer to the client ...
TOP TEN RELEVANT CONCEPTS  CHAPTER 19: Personalizing Marketing Communications RAYMONDE CHARLES Y. UY MDMBA 070025 ; BATCH ...
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Uy, Raymonde: KOTLER Chapter 19 | 10 concepts

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Transcript of "Uy, Raymonde: KOTLER Chapter 19 | 10 concepts"

  1. 1. TOP TEN RELEVANT CONCEPTS CHAPTER 19: Personalizing Marketing Communications RAYMONDE CHARLES Y. UY MDMBA 070025 ; BATCH 2012 MAY 12, 2010
  2. 2. OUTLINE <ul><li>DEFINING the concepts of Personalizing Marketing Communications </li></ul><ul><li>HOW to Personalize Marketing and Selling </li></ul><ul><li>SUMMARIZING the Practice and the Art </li></ul>
  3. 3. Concept 1 Direct Marketing : Convenient & Cost-effective
  4. 4. Concept 1 Direct Marketing : Convenient & Cost-effective <ul><li>Kotler: </li></ul><ul><ul><li>Land’s End [Sears] </li></ul></ul><ul><li>Local: </li></ul><ul><ul><li>UNICEF Philippines </li></ul></ul><ul><li>RP Medical Application: </li></ul><ul><ul><li>Healthway Medical Philippines </li></ul></ul><ul><ul><li>St. Lukes Global City </li></ul></ul>
  5. 5. Concept 2 Direct Mail Marketing: Double-Edged Sword
  6. 6. Concept 2 Direct Mail Marketing: Double-Edged Sword <ul><li>Kotler: </li></ul><ul><ul><li>Eastman Kodak Co. </li></ul></ul><ul><li>Local: </li></ul><ul><ul><li>PhilPost </li></ul></ul><ul><li>RP Medical Application: </li></ul><ul><ul><li>None </li></ul></ul>
  7. 7. Concept 3 Catalog Marketing: Customer and Inventory Control
  8. 8. Concept 3 Catalog Marketing: Customer and Inventory Control <ul><li>Kotler: </li></ul><ul><ul><li>Black Box </li></ul></ul><ul><li>Local: </li></ul><ul><ul><li>Sony Philippines </li></ul></ul><ul><li>RP Medical Application: </li></ul><ul><ul><li>New medical equipment, machines and related technologies </li></ul></ul>
  9. 9. Concept 4 Telemarketing for Inter-business marketing
  10. 10. Concept 4 Telemarketing for Inter-business marketing <ul><li>Kotler: </li></ul><ul><ul><li>USAA </li></ul></ul><ul><li>Local: </li></ul><ul><ul><li>Citibank Philippines </li></ul></ul><ul><li>RP Medical Application: </li></ul><ul><ul><li>Medical Transcription Services </li></ul></ul>
  11. 11. Concept 5 Interactive Marketing: PROs and CONs
  12. 12. Concept 5 Interactive Marketing: PROs and CONs <ul><li>Kotler: </li></ul><ul><ul><li>IBM, Wyeth </li></ul></ul><ul><li>Local: </li></ul><ul><ul><li>Yahoo Philippines, Tipidpc.com, Sulit.com.ph </li></ul></ul><ul><li>RP Medical Application: </li></ul><ul><ul><li>Beauty and wellness centers with online pricing and packages </li></ul></ul>
  13. 13. Concept 6 Online Ads and Promotions: Global Community <ul><li>Insert </li></ul><ul><li>Flash </li></ul><ul><li>Advertisement </li></ul><ul><li>HERE </li></ul>
  14. 14. Concept 6 Online Ads and Promotions: Global Community <ul><li>Kotler: </li></ul><ul><ul><li>Burger King </li></ul></ul><ul><li>Local: </li></ul><ul><ul><li>Clickthecity.com </li></ul></ul><ul><li>RP Medical Application: </li></ul><ul><ul><li>Plastic Surgery and Cheap Medical education </li></ul></ul>
  15. 15. Concept 7 Word of Mouth: Social Networking
  16. 16. Concept 7 Word of Mouth: Social Networking <ul><li>Kotler: </li></ul><ul><ul><li>CafeMom, Takkle [P&G], Krispy Kreme </li></ul></ul><ul><li>Local: </li></ul><ul><ul><li>Facebook and multiply groups </li></ul></ul><ul><li>RP Medical Application: </li></ul><ul><ul><li>Slimming Pills and Whitening Products </li></ul></ul>
  17. 17. Concept 8 Buzz & Viral Marketing: Sparks of Excitement
  18. 18. Concept 8 Buzz & Viral Marketing: Sparks of Excitement <ul><li>Kotler: </li></ul><ul><ul><li>Blendtec, Campfire </li></ul></ul><ul><li>Local: </li></ul><ul><ul><li>Electoral Candidacy </li></ul></ul><ul><li>RP Medical Application: </li></ul><ul><ul><li>Glutathione </li></ul></ul>
  19. 19. Concept 9 Blogs/ Opinion Leaders: Pop Stars of Marketing
  20. 20. Concept 9 Blogs/ Opinion Leaders: Pop Stars of Marketing <ul><li>Kotler: </li></ul><ul><ul><li>Ford. </li></ul></ul><ul><li>Local: </li></ul><ul><ul><li>Philippine Tattler </li></ul></ul><ul><li>RP Medical Application: </li></ul><ul><ul><li>Belo </li></ul></ul>
  21. 21. Concept 10 Personal Selling: The Art of Salespeople
  22. 22. Concept 10 Personal Selling: The Art of Salespeople <ul><li>Kotler: </li></ul><ul><ul><li>The Six Steps </li></ul></ul><ul><li>Local: </li></ul><ul><ul><li>Condominium and Land Salespersons </li></ul></ul><ul><li>RP Medical Application: </li></ul><ul><ul><li>Medical Representatives of Pharmaceutical Companies, etc </li></ul></ul>
  23. 23. SUMMARIZING the Practice and the Art <ul><li>Direct Marketing </li></ul><ul><li>Bringing the market closer to the client </li></ul><ul><li>Harnessing the power of communications technology </li></ul><ul><li>Effective discourse-dialog between customer and provider </li></ul>
  24. 24. TOP TEN RELEVANT CONCEPTS CHAPTER 19: Personalizing Marketing Communications RAYMONDE CHARLES Y. UY MDMBA 070025 ; BATCH 2012 MAY 12, 2010
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