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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
    DENNIS A. CARAAN, MD
    ‘Rock-ER Physician’
    April 2010
  • 2.
  • 3. OUTLINE
    • 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
  • 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)
  • 9. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13.
  • 14. 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”
  • 15. 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
  • 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”
    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
  • 17. 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
  • 18. 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
  • 19. 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.
  • 20. dats marketing!!!
  • 21. Defining Marketing in the 21st Century
    DENNIS A. CARAAN, MD
    ‘Rock-ER Physician’
    April 2010

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