Telemarketing Practice in a Philippine-Based Electronics Company

Abstract

The emergence of call centers is the most noticeable change in the Philippine job market landscape of what five years ago was an unknown industry. In search for the appropriate communication channel, telemarketing has been a trend as an effective response center inbound telemarketing, and as a powerful initial approach to reach and acquire new customers for outbound telemarketing. This study will benefit the marketing groups of the Philippine electronics sectors to increase chances for business opportunities competing globally with world-class companies. The researcher focused on the telemarketing practice of one electronics company in Laguna and explored the important role of this approach in relation to the marketing objectives of the company. An interview with the Marketing Director of the company was conducted to gather information on the local electronics business and marketing activities of the company. The interview concentrated on the marketing communication plan, telemarketing mechanics, strategies, and telemarketing results of the company under study. The researcher herself participated in three telemarketing schedules held with the marketing group of the company. Her experience from the activity contributed significant inputs in the discussion of the study.

Telemarketing is the best direct approach to target customers of ABC Company (not the real name of the company) considering the offshore location of the target market – USA, Europe and Asia; the cost, the effectiveness and result of this approach to a Philippine-based electronics company.

Telemarketing is effectively used in introducing the company directly to the potential targets, acquiring from contact basic and G2 information of the business, setting appointment and follow-up concerns and to establish rapport and build a relationship with customer over a distance are added outcome of the practice.

Successful strategies in the conduct of telemarketing include efficient performance in research for database preparation, knowledge and skills in communication, motivation and professional traits of telemarketers. This study which included the success of ABC Company in the practice of telemarketing, recommends telemarketing to be accepted and practiced by all local electronics companies marketing offshore for practicality and effectiveness of this approach to reach and acquire new customer, to increase sales, and business to flourish.

This study also served as a documentation of the practice of telemarketing in the organized marketing communication plan of ABC Company.