Defining marketing in the 21st century

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Defining marketing in the 21st century

  1. 1. Defining Marketing in the 21st Century<br />DENNIS A. CARAAN, MD<br />‘Rock-ER Physician’<br />April 2010<br />
  2. 2.
  3. 3. OUTLINE<br /><ul><li> What is marketing?
  4. 4. 10 marketing concepts from Chapter 1
  5. 5. Kotler’s examples
  6. 6. Local examples
  7. 7. RP medical applications
  8. 8. Summary and conclusion </li></li></ul><li>Marketing is...<br />...meeting needs profitably (shortest definition) <br />...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)<br />
  9. 9. Concept 1: Physical goods are marketed“the bulk of most countries’ production and marketing effort” <br />Kotler’s example: food products, cars, tv sets<br />Local application: food products, cars, tv sets<br />RP medical application: medicines, supplements, medical instruments<br />
  10. 10. Concept 2: Events are marketed“promoted aggressively to both companies and fans”<br />Kotler’s example: Olympics and World Cup <br />Local application: UAAP, NCAA, Iron Man<br />RP medical application: Angels Walk for Autism, Special Olympics, Alzheimer’s Memory Walk<br />
  11. 11. Concept 3: Experiences are marketed “orchestrating several goods and services”<br />Kotler’s example: Disney World’s Magic Kingdom, Hard Rock Cafe’, Mount Everest<br />Local application: Enchanted Kingdom, MILO summer camp<br />RP medical application: Philippine medical tourism like Metropolitan Medical Center and Evercrest Golf Club and Resort in Nasugbu, Batangas<br />
  12. 12. Concept 4: Persons are marketed “celebrity marketing is a major business”<br />Kotler’s example: Madonna, Oprah Winfrey, Rolling Stones<br />Local application: PioloPascual, Sharon Cuneta, Sarah Geronimo<br />RP medical application: Dr. Manny Calayan, Dr. Joel Mendes, Dr. Nonoy Zuniga, Dr. Juan Flavier<br />
  13. 13.
  14. 14. Concept 5: Organizations are marketed “build image/corporate identity”<br />Kotler’s example: Philips’ “let’s make things better”<br />Local application: SM’s “we’ve got it all for you”<br />RP medical application: Asian Hospital’s “medical excellence, compassionate care, innovative healthcare, hotel-like ambiance” and The Medical City’s “where patients are partners”<br />
  15. 15. Concept 6: Information can be marketed as a product “one of society’s major industries”<br />Kotler’s example: schools, books, magazines<br />Local application: schools, books, magazines<br />RP medical application: information from the internet, medical schools and training centers, medical research, lectures and conventions<br />
  16. 16. 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” <br />Kotler’s example: Mercedes Benz, Nokia, Ericsson, Dell <br />Local application: Greenwich, Jag, Phinma Properties <br />RP medical application: health center consultations, generic drugs, MDRP drugs, medical missions<br />
  17. 17. Concept 8: Target market, positioning, and segmentation “a marketer rarely satisfies everyone in a market”<br />Kotler’s example: Volvo<br />Local application: SM Hypermarket, Shopwise<br />RP medical application: one stop-shop medical centers<br />
  18. 18. Concept 9: Offerings and brands“brand strength – a strong, favorable and unique brand image”<br />Kotler’s example: McDonald’s<br />Local application: Jollibee, Chow King, San Miguel<br />RP medical application: St. Luke’s Medical Center, Mercury Drug<br />
  19. 19. Concept 10: Competition “all the actual and potential rival offerings and substitutes that a buyer might consider<br />Kotler’s example: U.S. Steel<br />Local application: ABS-CBN and GMA<br />RP medical application: Competition among hospitals, medical practitioners, pharmaceuticals, etc.<br />
  20. 20. dats marketing!!!<br />
  21. 21. Defining Marketing in the 21st Century<br />DENNIS A. CARAAN, MD<br />‘Rock-ER Physician’<br />April 2010<br />

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