TOP TEN RELEVANT CONCEPTS

CHAPTER 19:Personalizing Marketing

Communications

RAYMONDE CHARLES Y. UYMDMBA 070025 ; BATCH 2012

MAY 12, 2010

OUTLINE

DEFINING the concepts of Personalizing Marketing Communications

HOW to Personalize Marketing and Selling

SUMMARIZING the Practice and the Art

Concept 1Direct Marketing: Convenient & Cost-

effective

Concept 1Direct Marketing: Convenient & Cost-

effective

Kotler: Land’s End [Sears]

Local: UNICEF Philippines

RP Medical Application: Healthway Medical Philippines St. Lukes Global City

Concept 2 Direct Mail Marketing: Double-Edged

Sword

Concept 2 Direct Mail Marketing: Double-Edged

Sword

Kotler: Eastman Kodak Co.

Local: PhilPost

RP Medical Application: None

Concept 3Catalog Marketing: Customer and Inventory

Control

Concept 3Catalog Marketing: Customer and Inventory

Control

Kotler: Black Box

Local: Sony Philippines

RP Medical Application: New medical equipment, machines and related

technologies

Concept 4 Telemarketing for Inter-business marketing

Concept 4 Telemarketing for Inter-business marketing

Kotler: USAA

Local: Citibank Philippines

RP Medical Application: Medical Transcription Services

Concept 5Interactive Marketing: PROs and CONs

Concept 5Interactive Marketing: PROs and CONs

Kotler: IBM, Wyeth

Local: Yahoo Philippines, Tipidpc.com, Sulit.com.ph

RP Medical Application: Beauty and wellness centers with online pricing and

packages

Concept 6Online Ads and Promotions: Global

Community

InsertFlashAdvertisementHERE

Concept 6Online Ads and Promotions: Global

Community

Kotler: Burger King

Local: Clickthecity.com

RP Medical Application: Plastic Surgery and Cheap Medical education

Concept 7Word of Mouth: Social Networking

Concept 7Word of Mouth: Social Networking

Kotler: CafeMom, Takkle [P&G], Krispy Kreme

Local: Facebook and multiply groups

RP Medical Application: Slimming Pills and Whitening Products

Concept 8Buzz & Viral Marketing: Sparks of

Excitement

Concept 8Buzz & Viral Marketing: Sparks of

Excitement

Kotler: Blendtec, Campfire

Local: Electoral Candidacy

RP Medical Application: Glutathione

Concept 9Blogs/Opinion Leaders: Pop Stars of

Marketing

Concept 9Blogs/Opinion Leaders: Pop Stars of

Marketing

Kotler: Ford.

Local: Philippine Tattler

RP Medical Application: Belo

Concept 10Personal Selling: The Art of Salespeople

Concept 10Personal Selling: The Art of Salespeople

Kotler: The Six Steps

Local: Condominium and Land Salespersons

RP Medical Application: Medical Representatives of Pharmaceutical

Companies, etc

SUMMARIZING the Practice and the Art

Direct Marketing

Bringing the market closer to the client

Harnessing the power of communications technology

Effective discourse-dialog between customer and provider

TOP TEN RELEVANT CONCEPTS

CHAPTER 19:Personalizing Marketing

Communications

RAYMONDE CHARLES Y. UYMDMBA 070025 ; BATCH 2012

MAY 12, 2010