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Translating and Personalizing Kotler
 

Translating and Personalizing Kotler

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Marketing concepts, as explained by world-renowned marketing guru Philip Kotler, are meaningful only if these are translated and personalized by students....

Marketing concepts, as explained by world-renowned marketing guru Philip Kotler, are meaningful only if these are translated and personalized by students.
This marketing exercise forces students to think about concepts, transform these so that it becomes understandable to them, and personalize it so that it becomes easy to remember. For marketing management classes at the AGSB of Prof. Remigio Joseph De Ungria

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    Translating and Personalizing Kotler Translating and Personalizing Kotler Presentation Transcript

    • Translating & Personalizing Philip KotlerA Marketing Exercise on Communications Vcoach Bong De Ungria March 2011
    • Professor’s NoteMarketing concepts, as explained by world-renowned marketing guru Philip Kotler, are meaningful only if these are translated and personalized by students.This marketing exercise forces students to think about concepts, transform these so that it becomes understandable to them, and personalize it so that it becomes easy to remember.This exercise also requires student to apply their learnings from the “21 steps to powerful communication” lecture. http://www.slideshare.net/josephdeungria/21-steps-for-effective-communications-v53
    • Guidelines to students1. Use the downloadable powerpoint template at http://www.slideshare.net/josephdeungria/top-10-concepts-and-examples-downloadable-template-20112. Change bottom logo to your website url.3. Upload in your blog. Put link in Facebook.4. Select 10 concepts slides only from the Kotler handouts given in the class.5. Follow this 2 component sequence for each of the top 10 concepts: (Concept, Concept Examples which may be 1 or more slides)
    • Outline:Personalizing KotlerPart 1: Sample Execution for 2 conceptsPart 2: Annotations/ Explanations
    • Outline:Personalizing KotlerPart 1: Sample Execution for 2 conceptsPart 2: Annotations/ Explanations
    • TOP 10 Learning Concepts Ch 17: Designing and ManagingIntegrated Marketing Communications Bong De Ungria March 2011
    • Concept 1:Must Manage 8 Elementsof Communication Process MESSAGESENDER ENCODING MEDIA DECODING RECEIVER NOISE FEEDBACK RESPONSE From Philip Kotler’s, Marketing Management, 13th Edition
    • Concept 1: Companies need, want to communicate to customers.Company Customer MESSAGESENDER ENCODING MEDIA DECODING RECEIVER NOISE FEEDBACK RESPONSE 8 Elements in the Communication Process, From Philip Kotler’s, Marketing Management, 13th ed. 8
    • Concept 1:Companies need to choose theright media and message TV, radio,print, Below-the-lineCompany Customer MESSAGESENDER ENCODING MEDIA DECODING RECEIVER NOISE FEEDBACK RESPONSE 8 Elements in the Communication Process, From Philip Kotler’s, Marketing Management, 13th ed. 9
    • Concept 1:Competitive clutter is the noisethat interferes with your message TV, radio,print, Below-the-lineCompany Customer MESSAGESENDER ENCODING MEDIA DECODING RECEIVER NOISE Competition FEEDBACK RESPONSE 8 Elements in the Communication Process, From Philip Kotler’s, Marketing Management, 13th ed. 10
    • Concept 1:If customers believe yourmessage, they respond & buy. TV, radio,print, Below-the-lineCompany Customer MESSAGESENDER ENCODING MEDIA DECODING RECEIVER Customer Decision: To buy or not to buy NOISE Competition FEEDBACK RESPONSE 8 Elements in the Communication Process, From Philip Kotler’s, Marketing Management, 13th ed. 11
    • Concept 1: Customer satisfaction can be measured formally & informally TV, radio,print, Below-the-line Company Customer MESSAGE SENDER ENCODING MEDIA DECODING RECEIVER Customer Decision: To buy or not to buy NOISE CompetitionWord ofMouth & FEEDBACK RESPONSESurveys 8 Elements in the Communication Process, From Philip Kotler’s, Marketing Management, 13th ed. 12
    • Concept 2:4 Modes of Mass Communication=talking to many Mass1. Sales Promotion2. Advertising3. Public Relations4. Events and Experiences
    • Concept 2:21st century marketing uses 4modes of personal communication Personal 1. Direct Marketing 2. Interactive Marketing 3. Personal Selling 4. Word of Mouth
    • Concept 2: Integrated Marketing CommunicationsTo build brands,Mix & Match 8 communication modes Mass Personal1. Sales Promotion 1. Direct Marketing2. Advertising 2. Interactive Marketing3. Public Relations 3. Personal Selling4. Events and 4. Word of Mouth Experiences
    • Outline:Personalizing KotlerPart 1: Sample Execution for 2 conceptsPart 2: Annotations/ Explanations
    • TOP 10 Learning Concepts Ch 17: Designing and ManagingIntegrated Marketing Communications Note use of elements of a cover page: name, title, Picture, date, Bong De Ungria format elements March 2011
    • This is the original Kotlerslide! This is a slide in Kotler handouts distributed in class. Use only Slides from the handouts. You don’t Need to show this in your report. From Philip Kotler’s, Marketing Management, 13th Edition
    • Concept 1:Must Manage 8 Elementsof CommunicationtheProcess This is concept transformed. following the “21 Steps to Power Presentations “. Notice (1) Red, complete headline on top (2) Citation/ Reference at bottom MESSAGESENDER ENCODING MEDIA DECODING RECEIVER NOISE FEEDBACK RESPONSE From Philip Kotler’s, Marketing Management, 13th Edition
    • Explanation of thetransformed concept Next series of slides shows how The previous marketing concept is explained with pictures and examples Note how the red headline changes to narrate what’s happening in each slide
    • Concept 1: Companies need, want to communicate to customers.Company Customer MESSAGESENDER ENCODING MEDIA DECODING RECEIVER NOISE FEEDBACK RESPONSE 8 Elements in the Communication Process, From Philip Kotler’s, Marketing Management, 13th ed. 21
    • Concept 1:Companies need to choose theright media and message TV, radio,print, Below-the-lineCompany Customer MESSAGESENDER ENCODING MEDIA DECODING RECEIVER NOISE FEEDBACK RESPONSE 8 Elements in the Communication Process, From Philip Kotler’s, Marketing Management, 13th ed. 22
    • Concept 1:Competitive clutter is the noisethat interferes with your message TV, radio,print, Below-the-lineCompany Customer MESSAGESENDER ENCODING MEDIA DECODING RECEIVER NOISE Competition FEEDBACK RESPONSE 8 Elements in the Communication Process, From Philip Kotler’s, Marketing Management, 13th ed. 23
    • Concept 1:If customers believe yourmessage, they respond & buy. TV, radio,print, Below-the-lineCompany Customer MESSAGESENDER ENCODING MEDIA DECODING RECEIVER Customer Decision: To buy or not to buy NOISE Competition FEEDBACK RESPONSE 8 Elements in the Communication Process, From Philip Kotler’s, Marketing Management, 13th ed. 24
    • Concept 1: Customer satisfaction can be measured formally & informally TV, radio,print, Below-the-line Company Customer MESSAGE SENDER ENCODING MEDIA DECODING RECEIVER Customer Decision: To buy or not to buy NOISE CompetitionWord ofMouth & FEEDBACK RESPONSESurveys 8 Elements in the Communication Process, From Philip Kotler’s, Marketing Management, 13th ed. 25
    • Here is a 2nd set of original Kotler slides. From Philip Kotler’s, Marketing Management, 13th EditionNote again Citation/ Reference at bottom
    • Translation & Personalization Next series of slides shows how The previous marketing concept isexplained with pictures and examplesNote how the red headline changes tonarrate what’s happening in each slide
    • Concept 2:4 Modes of Mass Communication=talking to many Mass1. Sales Promotion2. Advertising3. Public Relations4. Events and Experiences
    • Concept 2:21st century marketing uses 4modes of personal communication Personal 1. Direct Marketing 2. Interactive Marketing 3. Personal Selling 4. Word of Mouth
    • Concept 2: Integrated Marketing CommunicationsTo build brands,Mix & Match 8 communication modes Mass Personal1. Sales Promotion 1. Direct Marketing2. Advertising 2. Interactive Marketing3. Public Relations 3. Personal Selling4. Events and 4. Word of Mouth Experiences
    • RecommendationUse the downloadable powerpoint template at http://www.slideshare.net/josephdeungria/top-10-concepts-and-examples-downloadable- template-2011
    • Translating & Personalizing Philip KotlerA Marketing Exercise on Communications Vcoach Bong De Ungria March 2011