Marketing Management - Kotler Chapter 19 - Managing Personal Communication Winning Our Customer with Marketing

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Winning Our Customer with
Marketing
Agus Sutiono Pamuji
Ateneo Graduate School of Business
October 2017
Managing Personal Communication

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1. Understand the way to create direct marketing to
reach customers
2. Build interactive marketing plan, understand the
customer. Make us of the technology
3. Understand the nature of social life and its power for
marketing
4. Create a marketing team: design, make it efficient,
and execute
5. Manage and develop to build a great solid marketing
team
Outline:
A Winning Plan for Personal Marketing
Needs Solid Steps …

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1. How can companies conduct direct marketing for competitive advantage?
Reaching Customer Directly
How?
• Direct mail
• Catalogs
• Telemarketing
• Newspaper and magazine
• Online adverts and other internet
channel !!

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2a. How can companies carry out effective interactive marketing?
Understanding the Battle Field
• Monetize the
spending
• Explore the benefit of
technology
• No Hard-sell (causing
irritation, unfairness,
deception/fraud,
invasion of privacy)
• Interactive Marketing

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2b. How can companies carry out effective interactive marketing?
Make Use of the Online World
• Online promotional opportunity
• Plan, design, personalize, give the
freedom, hook the customer
• Mobile marketing. The world is on the
hand

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3. How does word of mouth affect marketing success?
Understanding the Social Network
• Earned media vs paid media
• World of mouth vs world of finger
• Social media
• Creating a viral opportunity

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4. What decisions do companies face in designing and managing a sales force?
Creating a Great Team
• Set the Objectives
• Create a Strategy
• Design the team Structure
• Team Size, just right
• Set a Balanced Compensation Scheme

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4. What decisions do companies face in designing and managing a sales force?
Assigning the Tasks
• Prospecting
• Targeting
• Communicating
• Selling
• Servicing
• Information gathering
• Allocating

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5. How can salespeople improve selling, negotiating, and relationship marketing skills?
Developing the Team
• Recruiting
• Selecting
• Training
• Supervising
• Motivating
• Evaluating

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Dancing Flight Attendance
Cebu Pacific Marketing Went Viral
11 million views !!
Promoting the brand
…and now passengers pay
more attention to safety
features demo….

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Amdocs Marketing Plan
Aligning Market Insight and Strategy
• Market Trend in 2017 : The New
Communication Landscape
• A Whole New Ball Game : OTT, New
Market Partnerships, Ecosystems &
Innovation
• Teens of Today : A Message From
Our Future Customers

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1. Understand the way to create direct marketing to
reach customers (How to create for a competitive
advantage?)
2. Build interactive marketing plan, understand the
customer. Make us of the technology (How to carry
out?)
3. Understand the nature of social life and its power for
marketing (What is the power of word of mouth?)
4. Create a marketing team: design, make it efficient,
and execute (How to create a great team?)
5. Manage and develop to build a great solid marketing
team (How to make the team grow?)
Summary :
The Way to Win Our Customer with
Personal Marketing is …

13. www.agussp.com
13
Winning Our Customer with
Marketing
Agus Sutiono Pamuji
Ateneo Graduate School of Business
October 2017
Managing Personal Communication