markman hw

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Managing Personal
Communications: Direct and
Interactive Marketing, Word of
Mouth, and Personal Selling
Sangalang, Jose Mari Carmelo
ASMPH YL8
Chapter 19…
From
mass communication
to more targeted,
two-way communication

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Direct marketing concept 1:
Direct marketing is use of consumer-direct
channels w/o using marketing middleman.
Examples of consumer-direct
channels:
• direct mail
• catalog marketing
• telemarketing
• interactive TV
• kiosks
• websites
• mobile devices

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Direct marketing concept 2:
Direct marketing is beneficial in a lot ways.
• Promotes market demassification: building
a customized, personalized, continuous
relationship with each customer
• Can reach prospects at the moment they
want a solicitation: customers look for you
• Makes the direct marketer’s offer and
strategy less visible to competitors
• Can measure responses to their
campaigns: which have been the most
profitable

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Concept 2
Direct marketing
Kotler: L.L. Bean
Local: Metrobank, BDO credit cards-
rewards program; Zalora, online
fashion store
RP medical application: Medical City,
St. Lukes

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Concept 4: Mobile marketing
Kotler: Bank of America
Local: BDO, Metrobank
RP medical application:
Medical City, St. Lukes

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Concept 5: Word of Mouth
Kotler: Intuit
Local: bannaple, Zagu, Bon
Chon
RP medical application:
RiteMed, Generics pharmacy

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Concept 6: Social networks
Kotler: Café Mom
Local: Silantro, Zark’s burger
RP medical application: MIMS
online, Ritemed Formulary
online

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Concept 7: buzz and viral
marketing
Kotler: Blend tec
Local: Manila beer, Tanduay
rhum
RP medical application: DOH
public health info commercials
eg. (TB-DOTS commercial)

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Concept 8: designing sales
force
Kotler: SoBe
Local: Coke, Pepsi, C2
RP medical application:
Mercury drugstore, herbal
supplements

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Concept 9: Opinion leaders
Kotler: Heiniken
Local: Redhorse beer,
Emperador brandy
RP medical application:
Medical City, St. Lukes

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Concept 10: using social
media
Kotler: Mortin
Local: lazada, sulit.com,
olx.com
RP medical application:
Medical City, St. Lukes

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Interactive marketing
communication
Kotler: Burger King
Local: Online TV shopping channel,
pizza hut
RP medical application: Medical City,
St. Lukes

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• Direct marketing is an interactive
marketing system
• Interactive marketing provides
marketers with opportunities for
much greater interaction and
individualization
• Word-of-mouth marketing finds ways
to engage customers
Summary

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• Two notable forms of word-of-mouth
marketing are buzz marketing
• Designing the sales force requires
choosing objectives, strategy,
structure, size, and compensation.
Objectives may include prospecting,
targeting, communicating, selling,
servicing, information gathering, and
allocating.
Summary