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UNDERSTANDING,  COMMUNICATING TO CUSTOMERS  Prof. Remigio  Joseph A. De Ungria Jr., MBA Ateneo Graduate School of Business
What we will discuss… ,[object Object],[object Object],[object Object],[object Object]
Miscommunication can be embarrassing & costly 1. Demo Source: http://www.ahajokes.com/ads47.html
Miscommunication can be embarrassing & costly 1. Demo Source: http://www.ahajokes.com/ads47.html
Miscommunication can be embarrassing & costly 1. Demo Source: http://www.ahajokes.com/ads47.html
Miscommunication can be embarrassing & costly 1. Demo Source: http://www.ahajokes.com/ads47.html
Do you remember this? Nakatikim ka na ba ng kinse anyos?
The Business and Ethics of Double Entendre (Meanings)
When bad ethics can mean good business…
What is Marketing? ,[object Object],needs, wants & demands 2. Definitions Satisfies customer   Better than competition
Marketing considers 3 Strategic Cs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2. Definitions
What is  mktg communication? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2. Definitions
Consumer needs to receive your message! 3. Why? SENDER NOISE ENCODING MESSAGE MEDIA DECODING RECEIVER RESPONSE FEEDBACK
Listening saves us  time, effort and money Sample of New Product Development: Swing 3. Why?
Listening saves us  time, effort and money Sample of New Product Development: Swing 3. Why?
Listening saves us  time, effort and money Sample of New Product Development: Swing 3. Why?
Listening saves us  time, effort and money Sample of New Product Development: Swing 3. Why? Japanese Inventions
Avoid joining products that are no longer here… ,[object Object],[object Object],[object Object],[object Object],3. Why?
Research helps us  understand our  customers ,[object Object],[object Object],[object Object],[object Object],[object Object],4. How?
Many Ways to Listen 4. How?
Types of Qualitative Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4. How?
Predict & ride the future… ,[object Object],[object Object],[object Object],Project Future 4. How?
After understanding, Communicate in clear terms… 4. How?
Listen to all 3Cs ,[object Object],[object Object],[object Object],[object Object],Do it Everyday Observe Everywhere 4. How?
P, Promo = IMC :  Choose , mix  5 communication modes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4. How? Philip Kotler
P, Promo = IMC :  Distinguished mass vs. personal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4. How?
Communicating for 21 st  century- Choose , mix  7 communication modes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],4. How?
Sales Promotion = Buy Now! ,[object Object],[object Object],[object Object],4. How? Masscom = SAPE
Advertising announces to many! ,[object Object],[object Object],[object Object],[object Object],4. How? Masscom = SAPE
Advertising while you’re on the go! 4. How? Masscom = SAPE
Advertising when you stop! 4. How? Masscom = SAPE
Ads where you play! 4. How? Masscom = SAPE
Ads everywhere you go! ,[object Object],4. How?
Public Relations is Image Building ,[object Object],[object Object],[object Object],[object Object],[object Object],4. How?
Many PR opportunities Publications Public Service Donations & Sponsorships 4. How? Masscom = SAPE News Speeches
Events & Experiences Concerts Movies Amusement Parks Cruise Birthdays 4. How? Masscom = SAPE Sports
Direct marketing is interactive anywhere! ,[object Object],[object Object],[object Object],4. How? Personal Comm = DPW Direct Mail Catalog Marketing Telemarketing Interactive TV Kiosk Web Marketing
Personal Selling is 1 on 1 ,[object Object],[object Object],[object Object],[object Object],4. How? Personal Comm = DPW
Word of Mouth: Trust & Free ,[object Object],[object Object],[object Object],[object Object],4. How? Personal Comm = DPW
8 Steps for Effective IMC 1. Identify target market 2. Determine communication  objective 3. Design message 4. How?
4. Select channels 5. Establish budget 8 Steps for Effective IMC 4. How?
8 Steps for Effective IMC ,[object Object],4. How? Consumer goods Industrial goods
7. Measure the communications’ results 8. Manage IMC process 8 Steps for Effective IMC 4. How?
Why repeat, focused  communications? ,[object Object],[object Object],[object Object],[object Object],[object Object],4. How?
Sometimes, you need to make the black hearts the new standard! 4. How?
Summary for effective IMC ,[object Object],[object Object],[object Object],[object Object],[object Object],4. How?
UNDERSTANDING, COMMUNICATING TO CUSTOMERS  Prof. Remigio  Joseph A. De Ungria Jr., MBA Ateneo Graduate School of Business

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