21st century marketing involves meeting customer needs profitably through 7 key tasks: developing strategic plans, capturing market insights, connecting with customers, building strong brands, shaping market offerings, communicating and delivering value, and capturing long term growth. It is used for everything from goods to ideas, is everyone's responsibility, and must be adapted as the competitive environment changes with more demanding customers and new technologies. Core concepts around needs, wants, and demands remain important.

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1
DEFINING MARKETING for the
21st CENTURY
Prof. Bong De Ungria
Ateneo Graduate School of Business
Understanding Marketing Management

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Outline:
21st century marketing is…
1. Important to business success (why?)
2. Used for everything (for what?, scope)
3. Everyone’s responsibility (who?)
4. Basic (what are core concepts?)
5. Changing
6. Accomplishing 7 Tasks

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21st Century Marketing Concept 1:
Marketing is important for
business success
• Delivers top-line growth (revenue)
• Customer retention/ loyalty
communicating and
creating,
delivering value to

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1. Goods
2. Services
3. Experiences
4. Events
5. Persons
6. Places
7. Properties
8. Organizations
9. Information
10. Ideas
21st Century Marketing Concept 2:
Everything (10) is marketed !

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1. Goods
2. Services
3. Experiences
4. Events
5. Persons
6. Places
7. Properties
8. Organizations
9. Information
10. Ideas
21st Century Marketing Concept 2:
Everything (10) is marketed !
Pnoy Challenge:
Name 1 entity that
does not need
Marketing

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Who
Is
Involved
In
Marketing
(for your company?)
Raise your hands!

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1. Marketing
2. Finance
3. Operations
4. HR
21st Century Marketing Concept 3:
Every employee is a marketer!

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1. Marketing
2. Finance
3. Operations
4. HR
Including:
– Delivery personnel
– Security guards
– Secretaries
– Collectors
– Messenger
21st Century Marketing Concept 3:
Every employee is a marketer!

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21st Century Marketing Concept 3:
Everything counts!
(All actions are counted, scored by the
customer)

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Outline:
21st century marketing is…
1. Important to business success (why?)
2. Used for everything (for what?, scope)
3. Everyone’s responsibility (who?)
4. Basic (what are core concepts?)
5. Changing
6. Accomplishing 7 Tasks

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Model
Mastering 101 Key Marketing Concepts

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What is Marketing?

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What is Marketing?
System of profitably

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What is Marketing?
System of profitably
creating,

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What is Marketing?
System of profitably
communicating and
creating,

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What is Marketing?
System of profitably
communicating and
creating,
delivering value to

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What is Marketing?
System of profitably
Satisfy customer
communicating and
creating,
delivering value to

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What is Marketing?
System of profitably
Satisfy customer
needs, wants and demands
communicating and
creating,
delivering value to

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What is Marketing?
System of profitably
Satisfy customer
needs, wants and demands
Better than competition
communicating and
creating,
delivering value to

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Maslow’s Hierarchy of Needs=
a basic, constant reference
Self-
Actualization
Esteem Needs
(Recognition,
Status)
Social Needs (sense of
belonging, love)
Safety Needs (security,
protection)
Physiological needs (food, water,
shelter)
Reference: Marketing Management, 11th ed, Philip Kotler

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Food example
To understand Needs, Wants & Demands.
Need Basic necessity
Feel deprived if this is
absent
Food
Want Given choices, this is
what you prefer
Chicken,
Burger, Steak
dinner
Demand A want that is supported
by a decision and
capacity to buy
Only burger
is within my
budget!

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21st Century Same Concept 3 and 4:
Marketing meets demand
(thus, meets needs too!)

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Needs are still basic,
universal human
requirements.
Respond to 5 Types of
needs:
1. Stated
2. Unstated
3. Real
4. Delight
5. Secret
Basic needs have not changed.
No NEED added or deleted in 50 years

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Heart is a 3 cornered shape
For 3 Strategic Cs

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CUSTOMER
First side is Customer

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COMPANY
CUSTOMER
2nd side is Company who creates,
communicates & delivers value

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COMPANY
CUSTOMER
COMPETITION
3rd side is Competition

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COMPANY
CUSTOMER
NEEDS,
WANTS,
DEMANDS
COMPETITION
For customers, we meet demands

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Outline:
21st century marketing is…
1. Important to business success (why?)
2. Used for everything (for what?, scope)
3. Everyone’s responsibility (who?)
4. Basic (what are core concepts?)
5. Changing
6. Accomplishing 7 Tasks

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In 21st Century Marketing
Many Things Changed
(Increased!)

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1. Globalization
2. Technology
3. Deregulation
4. Privatization
5. More Competition
6. Industry Convergence
7. Consumer resistance
8. Retail Transformation
21st Century Marketing Difference 1:
Competition increased due to

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1. Globalization
2. Technology
3. Deregulation
4. Privatization
5. More Competition
6. Industry Convergence
7. Consumer resistance
8. Retail Transformation
The Following changed
or disappeared:
Economic Boundaries
Brick and Mortar
Business Rules
Monopolies & Dinosaurs
Way of Doing Business
21st Century Marketing Difference 1:
Competitive Rules changed!

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1. Buying Power
2. Choices
3. Information
4. Voice
EASIER
5. Ordering
6. Comparison
Customer is
King!
INCREASED
21st Century Marketing Difference 1:
Customers are more powerful
and demanding

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1. Internet
1. Social Media
2. Sales Channel
3. Research
4. On and Off-line buzz
5. Blogs
6. Purchasing savings
2. Niche magazines
3. Mobile
21st Century Marketing Difference 3:
Companies must use more
capabilities too!

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Heart Attack!
Company does same things it did 5 or 10
years ago (even if these were the key
success factors of the 20th century)

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Must cover:
1. Customers (develop long term relationships)
2. Company (internal customers, employees, 4Ps)
3. Competition (performance)
21st Century Marketing Difference 4:
Marketing has to be HOLISTIC

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Outline:
21st century marketing is…
1. Important to business success (why?)
2. Used for everything (for what?, scope)
3. Everyone’s responsibility (who?)
4. Basic (what are core concepts?)
5. Changing
6. Accomplishing 7 Tasks

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1. Develop Strategic Plans
21st Century Marketing Difference 5:
Marketing Must Fulfill 7 Tasks

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1. Develop Strategic Plans
2. Capture Market Insights
21st Century Marketing Difference 5:
Marketing Must Fulfill 7 Tasks

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1. Develop Strategic Plans
2. Capture Market Insights
3. Connect with Customers
21st Century Marketing Difference 5:
Marketing Must Fulfill 7 Tasks

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1. Develop Strategic Plans
2. Capture Market Insights
3. Connect with Customers
4. Build Strong Brands
21st Century Marketing Difference 5:
Marketing Must Fulfill 7 Tasks

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1. Develop Strategic Plans
2. Capture Market Insights
3. Connect with Customers
4. Build Strong Brands
5. Shape Market Offerings
21st Century Marketing Difference 5:
Marketing Must Fulfill 7 Tasks

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1. Develop Strategic Plans
2. Capture Market Insights
3. Connect with Customers
4. Build Strong Brands
5. Shape Market Offerings
6. Communicate & Deliver Value
21st Century Marketing Difference 5:
Marketing Must Fulfill 7 Tasks

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1. Develop Strategic Plans
2. Capture Market Insights
3. Connect with Customers
4. Build Strong Brands
5. Shape Market Offerings
6. Communicate & Deliver Value
7. Capture Long Term Growth
21st Century Marketing Difference 5:
Marketing Must Fulfill 7 Tasks

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In 20th century marketing:
20 was good and can win!
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a.com
ACE + 9 = 20

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21st Century Marketing:
Only “21” is acceptable
ACE + 9 = 20 ACE + KING = 21!

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21st Century Marketing….
Meeting Demands Profitably
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success

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21st Century Marketing….
Used for everything & involves
everybody
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
EVERYBODY

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21st Century Marketing….
Is Changing
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
10 ENTITIES
INVOLVES
EVERYBODY
CHANGING

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21st Century Marketing….
Demanding Customers, Greater
Competition, Stronger Companies
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
EVERYBODY

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21st Century Marketing….
Demanding Customers Demand a
lot that can bankrupt companies
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
EVERYBODY

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21st Century Marketing….
Manages Demand (customer’s ability to pay)
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
EVERYBODY

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21st Century Marketing….
Manages Demand- Focus on 5 of 10 things
that really matter to customer
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
EVERYBODY

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21st Century Marketing….
ST.P= Segments…
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
EVERYBODY

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21st Century Marketing….
ST.P= Segments…Targets…
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
EVERYBODY

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21st Century Marketing….
ST.P= Segments…Targets… Positions
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Promo
Price
Place
EVERYBODY

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21st Century Marketing….
Positions with Brands
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
Positions with Br ANDS
EVERYBODY

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21st Century Marketing….
Is Holistic
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
POSTIONS with Br ANDS
HOLE- Stick
EVERYBODY

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21st Century Marketing….
Involves 7 Tasks
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
POSTIONS with Br ANDS
HOLE- Stick
7 TASKS

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21st Century Marketing…. 7 Tasks
1 Develop Plans
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
POSTIONS with Br ANDS
HOLE- Stick
7 TASKS
PLANeS

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21st Century Marketing…. 7 Tasks
2 Captures Insights
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
POSTIONS with Br ANDS
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights

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21st Century Marketing…. 7 Tasks
3 Connects with Customers
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
POSTIONS with Br ANDS
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights
CONNECTS WITH
CUSTOMERS

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21st Century Marketing…. 7 Tasks
4 Builds Strong Brands
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
POSTIONS with Br ANDS
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights
CONNECTS WITH
CUSTOMERS
BUILDS BRANDS

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21st Century Marketing…. 7 Tasks
5 Shapes Market Offerings
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
POSTIONS with Br ANDS
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights
CONNECTS WITH
CUSTOMERS
BUILDS BRANDS
SHiPs OFFERING

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21st Century Marketing…. 7 Tasks
6 Communicates & Delivers Value
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
POSTIONS with Br ANDS
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights
CONNECTS WITH
CUSTOMERS
BUILDS BRANDS
SHiPs OFFERING
COMMUNICATES AND
DELIVERS VALUE

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21st Century Marketing…. 7 Tasks
7 Creates Long Term Growth
NEEDS,
WANTS,
DEMANDS
PROFITABLY
Business
Success
CHANGING
MANAGES DEMANDS
Product
Prom
o
Price
Place
POSTIONS with Br ANDS
HOLE- Stick
7 TASKS
DEVELOPS PLANeS
CAPTURES Insights
CONNECTS WITH
CUSTOMERS
BUILDS BRANDS
SHiPs OFFERING
COMMUNICATES AND
DELIVERS VALUE
LONG
TERM
GROWTH

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Summary:
21st century marketing is…
1. Important to business success (why?)
2. Used for everything (for what?, scope)
3. Everyone’s responsibility (who?)
4. Basic (what are core concepts?)
5. Changing
6. Accomplishing 7 Tasks

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My Conclusion:
21st century marketing
To be successful today requires
less of luck
Less of magic
and more of marketing.

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69
DEFINING MARKETING for the
21st CENTURY
Prof. Bong De Ungria
Ateneo Graduate School of Business
Understanding Marketing Management