Chapter 19 Of MARKETING MANAGEMENT by Kotler and Keller

1. Chapter 19
Managing Personal
Communications
GROUP 4
BY DON GABRIEL OLIGAR T. CARINO III

2. Outline
#DirectMarketing
#InteractiveDirectWordMarketingRoadMap
#TeleMailCatalogOther
#InteractiveWordofMouth
#PersonalSalesComponent

3. WHAT IS DIRECT MARKETING?
Direct marketing is the use of consumer-
direct channels to reach and deliver goods
and services to customers without using
market middlemen.
TARGET-DEMASSIFICATION

4. #DIRECT
MARKETING
TELE-
MARKETING
DIRECT MAIL
CATALOG
Other Media for
Direct Response
#INTERACTIVE
MARKETING
WEB SITES
SEARCH ADS
DISPLAY ADS
E-MAILS#WORD OF MOUTH
ONLINE COMMUNITIES AND FORUMS
BLOGS
SOCIAL NETWORKS

5. #DirectMarketing
Ojective
Select
Offer
Testing Elements
Execute
Measure
DOSOTEM
Telemarketing
TELE-SALES
TELE-Prospecting
TELE-Coverage
Customer Service and
Technical Support - CSTR
• Catalog
• How Many
Catalogs did
you receive
via mail?
• How many
online
catalogs did
you see
today?
Public Issues in
-Direct Market
-Irritation
-Unfairness
-Deception/fraud
-Invasion of privacy

6. #Interactive #WordofMouth
WEBSITE design elements 7 C’s–
Context: Layout and design
Content: Text, pictures, sound, video
Community: User-to-user communication
Customization: Site’s personalization ability
Communication: Site-user communication
Connection: Links to other sites
Commerce: Ability to conduct transactions
SEARCH Ads/DISPLAY Ads
E-Mail
Mobile Marketing
SOCIAL MEDIA
FORUMS Online Communities
BLOGS
BUZZMarketing
OpinionLeaders

7. #SALES FORCE COMPONENT
Sales Force Design
Sales Force Objectives
Sales Force Strategy
Sale Force Structure
Sales Force Size
Sales Force Compensation
DOSSSC
Prospecting
Targeting
Communicating
Selling
Servicing
Information gathering
Allocating
TYPES OF SALES
REPRESENTATIVES
Deliverer
Order taker
Missionary
Technician
Demand creator
Solution vendor

8. Chapter 19
Managing Personal
Communications
GROUP 4
BY DON GABRIEL OLIGAR T. CARINO III