Chapter 19: Marketing Through Personal Communication!

Top 10 Concepts with Examples from Kotler and the Philippine Setting

Tasha B. Tan

May 2010

OutlineDefinition of Terms

◦Direct Marketing◦Interactive Marketing◦Word of Mouth◦Sales Force◦Personal Selling

Summary

Concept 1: Direct Marketing -Direct Mail

Concept 1: Direct Marketing -Direct Mail

Kotler: Eastman Kodak Co

Local: Philippine Airlines – Mabuhay Miles

RP Medical Application:◦Maxicare◦Caritas

Concept 2: Direct Marketing – Catalog

Concept 2: Direct Marketing -Catalog

Kotler: Black Box

Local: Avon Philippines

RP Medical Application:◦Herbal Life◦Allied Medical Supplies

Concept 3: Direct Marketing – Telemarketing

Concept 3: Direct Marketing – Telemarketing

Kotler: USAA

Local: Citibank

RP Medical Application:◦First Vita Plus◦Caritas◦Medical Transcription Services

Concept 4: Interactive MarketingAdvantages vs Disadvantages

Concept 4: Interactive MarketingAdvantages vs Disadvantages

Kotler: Pepsi

Local: Sunsilk

RP Medical Application:◦The Medical City◦GlaxoSmithKline

Concept 5: Word of Mouth Marketing – Buzz and Viral Marketing

Concept 5: Word of Mouth Marketing – Buzz and Viral Marketing

Kotler: Blendtec

Local: Globe

RP Medical Application:◦St. Lukes Medical Center – Global

City

Concept 6: Word of Mouth Marketing – Opinion Leaders

Kotler: Sony Ericsson

Local: Chiz Escudero

RP Medical Application:◦Mar Roxas◦Juan Flavier

Concept 6: Word of Mouth Marketing – Opinion Leaders

Concept 7: Word of Mouth - Blogs

Concept 7: Word of Mouth - BlogsKotler: Ford Bold Moves

Local: Johnson & Johnson, Our Awesome Planet, PPCRV Twitter

RP Medical Application:◦Laboratory Med News◦Nurses Notes.info◦DepNet.ph Twitter

Concept 8: The Sales Force Structure and Size

Concept 8: The Sales Force Structure and Size

Kotler: Hewlett-Packard

Local: Megaworld Corporation

RP Medical Application:◦GlaxoSmithKline◦Caritas

Concept 9: The Sales Force – Managing the Sales Force

Concept 9: The Sales Force – Managing the Sales Force

Kotler: Altera

Local: Ayala Group

RP Medical Application:◦Pfizer◦Unilab

Concept 10: Personal Selling

Concept 10: Personal SellingKotler: None :o

Local: Small and Medium Entrepreneurs

RP Medical Application:◦Medical Doctors/Practitioners

SummaryPersonal Communication Advantages VS DisadvantagesEthical Issues