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Defining marketing in the 21st century
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Defining marketing in the 21st century Defining marketing in the 21st century Presentation Transcript

  • Defining Marketing in the 21st Century
    DENNIS A. CARAAN, MD
    ‘Rock-ER Physician’
    April 2010
  • OUTLINE
    • What is marketing?
    • 10 marketing concepts from Chapter 1
    • Kotler’s examples
    • Local examples
    • RP medical applications
    • Summary and conclusion
  • Marketing is...
    ...meeting needs profitably (shortest definition)
    ...an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders (American Marketing Association definition)
  • Concept 1: Physical goods are marketed“the bulk of most countries’ production and marketing effort”
    Kotler’s example: food products, cars, tv sets
    Local application: food products, cars, tv sets
    RP medical application: medicines, supplements, medical instruments
  • Concept 2: Events are marketed“promoted aggressively to both companies and fans”
    Kotler’s example: Olympics and World Cup
    Local application: UAAP, NCAA, Iron Man
    RP medical application: Angels Walk for Autism, Special Olympics, Alzheimer’s Memory Walk
  • Concept 3: Experiences are marketed “orchestrating several goods and services”
    Kotler’s example: Disney World’s Magic Kingdom, Hard Rock Cafe’, Mount Everest
    Local application: Enchanted Kingdom, MILO summer camp
    RP medical application: Philippine medical tourism like Metropolitan Medical Center and Evercrest Golf Club and Resort in Nasugbu, Batangas
  • Concept 4: Persons are marketed “celebrity marketing is a major business”
    Kotler’s example: Madonna, Oprah Winfrey, Rolling Stones
    Local application: PioloPascual, Sharon Cuneta, Sarah Geronimo
    RP medical application: Dr. Manny Calayan, Dr. Joel Mendes, Dr. Nonoy Zuniga, Dr. Juan Flavier
  • Concept 5: Organizations are marketed “build image/corporate identity”
    Kotler’s example: Philips’ “let’s make things better”
    Local application: SM’s “we’ve got it all for you”
    RP medical application: Asian Hospital’s “medical excellence, compassionate care, innovative healthcare, hotel-like ambiance” and The Medical City’s “where patients are partners”
  • Concept 6: Information can be marketed as a product “one of society’s major industries”
    Kotler’s example: schools, books, magazines
    Local application: schools, books, magazines
    RP medical application: information from the internet, medical schools and training centers, medical research, lectures and conventions
  • Concept 7: Target markets’ needs, wants and demands “not only how many want their product but also how many are willing and able to buy it”
    Kotler’s example: Mercedes Benz, Nokia, Ericsson, Dell
    Local application: Greenwich, Jag, Phinma Properties
    RP medical application: health center consultations, generic drugs, MDRP drugs, medical missions
  • Concept 8: Target market, positioning, and segmentation “a marketer rarely satisfies everyone in a market”
    Kotler’s example: Volvo
    Local application: SM Hypermarket, Shopwise
    RP medical application: one stop-shop medical centers
  • Concept 9: Offerings and brands“brand strength – a strong, favorable and unique brand image”
    Kotler’s example: McDonald’s
    Local application: Jollibee, Chow King, San Miguel
    RP medical application: St. Luke’s Medical Center, Mercury Drug
  • Concept 10: Competition “all the actual and potential rival offerings and substitutes that a buyer might consider
    Kotler’s example: U.S. Steel
    Local application: ABS-CBN and GMA
    RP medical application: Competition among hospitals, medical practitioners, pharmaceuticals, etc.
  • dats marketing!!!
  • Defining Marketing in the 21st Century
    DENNIS A. CARAAN, MD
    ‘Rock-ER Physician’
    April 2010