tailieunhanh - Lectures Marketing management: Chapter 19 - ThS. Nguyễn Tiến Dũng

Lectures "Marketing management - Chapter 19: Managing personal communications (direct and interactive marketing, word of mouth, and personal selling)" provides students with the knowledge: Direct marketing, interactive marketing, personal selling. Invite you to refer to the disclosures. | Chapter 19 Managing Personal Communications Direct and Interactive Marketing Word of Mouth and Personal Selling Nguyen Tien Dung MBA Email Chapter Questions 1. How can companies conduct direct marketing for competitive advantage 2. How can companies carry out effective interactive marketing 3. How does word of mouth affect marketing success 4. What decisions do companies face in designing and managing a sales force 5. How can salespeople improve their selling negotiating and relationship marketing skills Nguyễn Tiến Dũng 2 Minicase Pepsi s Refresh Project For the first time in 23 years PepsiCo chose not to advertise any of its soft drink brands during the biggest . media event the Super Bowl. Instead it launched its ambitious Pepsi Refresh Project. With a tagline Every Pepsi Refreshes the World Pepsi earmarked 20 million for the program to fund ideas from anyone anywhere anytime to make a difference in six areas health arts and culture food and shelter the planet neighborhoods and education. Ideas are submitted at and voted online by the general public. A significant presence on Facebook Twitter and other social networks is a key aspect to the program. The first grant recipients received funding for a variety of different projects including building a community playground providing care packages and comfort items for troops in the field or recovering from wounds at home and conducting financial literacy sessions for teens. Pepsi also allocated an additional million in the summer of 2010 to support communities in the Gulf of Mexico region affected by the catastrophic oil spill. Nguyễn Tiến Dũng