CHAPTER 19:MANAGING PERSONAL COMMUNICATIONS: DIRECT AND INTERACTIVE MARKETING, WORD OF MOUTH, AND PERSONAL SELLING

MIGNONETTE JOY GOZARINMARKETING MANAGEMENTSEPTEMBER 2012

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OUTLINE

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Direct Marketing /Interactive marketing Word of Mouth Personal Selling

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COMMUNICATION CAN BE DONE IN VARIOUS PLATFORM BY ANY LIVING CREATURES.

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IN BUSINESS, IT IS IMPORTANT THAT WE CAN USE COMMUNICATION EFFICIENTLY.LET’S SEE HOW COMMUNICATION CAN BE DONE PERSONALLY—EVEN IN MARKETING

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3 unusual friends gather to resolve

a human problem

Superman

IN BUSINESS, IT IS IMPORTANT THAT WE CAN USE COMMUNICATION EFFICIENTLY.LET’S SEE HOW COMMUNICATION CAN BE DONE PERSONALLY—EVEN IN MARKETING

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Superman needed to inform as many people

about a new villain. He’ll use:

3 unusual friends gather to resolve

a human problem

Telemarketing

Direct Mail

Radio TV

IN BUSINESS, IT IS IMPORTANT THAT WE CAN USE COMMUNICATION EFFICIENTLY.LET’S SEE HOW COMMUNICATION CAN BE DONE PERSONALLY—EVEN IN MARKETING

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Superman needed to inform as many people

about a new villain. He’ll use:

3 unusual friends gather to resolve

a human problem

Futhermore, he’ll use the latest

interactive marketing tools:

Display ad

Websites

Mobile

Telemarketing

Direct Mail

Radio TV

1- MARKETING COMMUNICATION IS A DIALOGUE BETWEEN COMPANIES AND ITS CUSTOMERSSuperMan uses Direct and Interactive Marketing to reach to people.

Direct Marketing (DM) is the use of consumer direct channel to reach and deliver goods and services to customers without using marketing middlemen.

DM Channels are: Direct Mail, Catalog Marketing, Telemarketing. Interactive marketing: Websites, Search Ads, Display Ads, Emails, and Mobile Marketing.

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MEANWHILE.. CATWOMAN HEARD SUPERMAN CALLS FOR HELP…

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I can use my connection to help my friend

Superman spread this word quickly.

@mignonettejoy

MEANWHILE.. CATWOMAN HEARD SUPERMAN CALLS FOR HELP…

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I can use my connection to help my friend

Superman spread this word quickly.

I’ll tweet, post, and blog… it’s cheaper to

promote there.

@mignonettejoy

MEANWHILE.. CATWOMAN HEARD SUPERMAN CALLS FOR HELP…

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I can use my connection to help my friend

Superman spread this word quickly.

Wait.. I’ll call my viral friends, they can make

a buzz of this:

I’ll tweet, post, and blog… it’s cheaper to

promote there.

@mignonettejoy

WORD OF MOUTHOne of the most effective form of marketing

The word of mouth didn’t stop after you have met a person but it continuous electronically through Social media platforms such as: (1) Online Communities and Forums, (2) Blogs, (3) Social Networks.

Buzz Marketing breeds excitement, form publicity, and shows relevant brand related information.

Viral Marketing a.k.a “Word of Mouse” persuades clients or consumers to spread a company developed products and services to their connections online.

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AND THEY CALL YODASize matters not, ...

Look at me. Judge me by size, do you?”

Named must your fear be before banish it you can.”

Great warrior, hmm? Wars not make one great.

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AND THEY CALL YODASize matters not, ...

Look at me. Judge me by size, do you?”

Named must your fear be before banish it you can.”

Great warrior, hmm? Wars not make one great.

…Knock on the door, I will

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AND THEY CALL YODASize matters not, ...

Look at me. Judge me by size, do you?”

Named must your fear be before banish it you can.”

Great warrior, hmm? Wars not make one great.

…Knock on the door, I will

Tap on your window too.. She will

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Ring on your bell.

SALES FORCESales Force is the oldest form of marketing

Today, many are debating about the importance of sales force in the marketing programs due to its high and rising costs of maintenance such as salaries, commissions, bonuses, travel expenses, and benefits.

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… THE THREE FRIENDS WERE ABLE TO INFORM THE MASSES.

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IN SUMMARY

Direct Marketing /Interactive marketing

Word of Mouth

Personal Selling

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Companies must consider how their customers can reach them and how their customers could reach each other.To build strong relationship with customers

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Direct Marketing:Interactive Marketing Tools

Display ad

Websites

Mobile

Telemarketing

Direct Mail

Radio

TV

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@mignonettejoy

IN SUMMARYWord of Mouth

Can use:

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Personal Selling(Sales Force)

The oldest form of Marketing but able to build long term relationship between business and clients

CHAPTER 19:MANAGING PERSONAL COMMUNICATIONS: DIRECT AND INTERACTIVE MARKETING, WORD OF MOUTH, AND PERSONAL SELLING

MIGNONETTE JOY GOZARINMARKETING MANAGEMENTSEPTEMBER 2012

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