uy, raymonde: kotler chapter 19 | 10 concepts
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TOP TEN RELEVANT CONCEPTS
CHAPTER 19:Personalizing Marketing
Communications
RAYMONDE CHARLES Y. UYMDMBA 070025 ; BATCH 2012
MAY 12, 2010
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OUTLINE
DEFINING the concepts of Personalizing Marketing Communications
HOW to Personalize Marketing and Selling
SUMMARIZING the Practice and the Art
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Concept 1Direct Marketing: Convenient & Cost-
effective
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Concept 1Direct Marketing: Convenient & Cost-
effective
Kotler: Land’s End [Sears]
Local: UNICEF Philippines
RP Medical Application: Healthway Medical Philippines St. Lukes Global City
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Concept 2 Direct Mail Marketing: Double-Edged
Sword
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Concept 2 Direct Mail Marketing: Double-Edged
Sword
Kotler: Eastman Kodak Co.
Local: PhilPost
RP Medical Application: None
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Concept 3Catalog Marketing: Customer and Inventory
Control
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Concept 3Catalog Marketing: Customer and Inventory
Control
Kotler: Black Box
Local: Sony Philippines
RP Medical Application: New medical equipment, machines and related
technologies
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Concept 4 Telemarketing for Inter-business marketing
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Concept 4 Telemarketing for Inter-business marketing
Kotler: USAA
Local: Citibank Philippines
RP Medical Application: Medical Transcription Services
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Concept 5Interactive Marketing: PROs and CONs
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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
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Concept 6Online Ads and Promotions: Global
Community
InsertFlashAdvertisementHERE
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Concept 6Online Ads and Promotions: Global
Community
Kotler: Burger King
Local: Clickthecity.com
RP Medical Application: Plastic Surgery and Cheap Medical education
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Concept 7Word of Mouth: Social Networking
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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
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Concept 8Buzz & Viral Marketing: Sparks of
Excitement
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Concept 8Buzz & Viral Marketing: Sparks of
Excitement
Kotler: Blendtec, Campfire
Local: Electoral Candidacy
RP Medical Application: Glutathione
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Concept 9Blogs/Opinion Leaders: Pop Stars of
Marketing
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Concept 9Blogs/Opinion Leaders: Pop Stars of
Marketing
Kotler: Ford.
Local: Philippine Tattler
RP Medical Application: Belo
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Concept 10Personal Selling: The Art of Salespeople
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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
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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
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TOP TEN RELEVANT CONCEPTS
CHAPTER 19:Personalizing Marketing
Communications
RAYMONDE CHARLES Y. UYMDMBA 070025 ; BATCH 2012
MAY 12, 2010