Chapter 19 t tan

623 views

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
623
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
7
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Chapter 19 t tan

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

×