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Defining marketing in the 21st century
Defining marketing in the 21st century
Defining marketing in the 21st century
Defining marketing in the 21st century
Defining marketing in the 21st century
Defining marketing in the 21st century
Defining marketing in the 21st century
Defining marketing in the 21st century
Defining marketing in the 21st century
Defining marketing in the 21st century
Defining marketing in the 21st century
Defining marketing in the 21st century
Defining marketing in the 21st century
Defining marketing in the 21st century
Defining marketing in the 21st century
Defining marketing in the 21st century
Defining marketing in the 21st century
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Defining marketing in the 21st century

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  • 1. Defining Marketing in the 21st Century<br />DENNIS A. CARAAN, MD<br />‘Rock-ER Physician’<br />April 2010<br />
  • 2.
  • 3. OUTLINE<br /><ul><li> What is marketing?
  • 4. 10 marketing concepts from Chapter 1
  • 5. Kotler’s examples
  • 6. Local examples
  • 7. RP medical applications
  • 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. 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. 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. 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. 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.
  • 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. 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. 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. 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. 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. 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. dats marketing!!!<br />
  • 21. Defining Marketing in the 21st Century<br />DENNIS A. CARAAN, MD<br />‘Rock-ER Physician’<br />April 2010<br />

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