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Marketing in the 21st century tissue paper version 0912

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Creating a Tissue Paper version of Marketing Concepts is the Ultimate Test of Marketing Mastery- Only if you can Draw it at the Back of a Tissue Paper can you claim knowledge and understanding

Creating a Tissue Paper version of Marketing Concepts is the Ultimate Test of Marketing Mastery- Only if you can Draw it at the Back of a Tissue Paper can you claim knowledge and understanding

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Marketing in the  21st century tissue paper version 0912 Marketing in the 21st century tissue paper version 0912 Presentation Transcript

  • Marketing in the 21st Century (Same & Different) Tissue Paper Version 09.12 Vcoach Bong De Ungria Ateneo Graduate School of Business contaminationmarketing.comwww.
  • What’s a Tissue Paper version?4 Principles of Concept Mastery:1. The mind remembers only images.2. Help retention by transforming marketing concepts to images.3. Images must be drawable at the back of a tissue paper with just a pen.4. If you can draw it anytime, then you have mastered the concept. contaminationmarketing.com www.
  • Sample of a Tissue Paper Concept Report The following slides Were hand-drawn Using an Apple App: Notability(alternative: hand-draw, then scan) contaminationmarketing.com www.
  • Marketing in the 21st Century (Same & Different) Tissue Paper Version 09.12 Vcoach Bong De Ungria Ateneo Graduate School of Business contaminationmarketing.comwww.
  • Outline: 21st Century Marketing…Is the Same in: 1. 3 Strategic C’s 2. Identifying and Addressing OpportunitiesIs Different due to 1. Increases in Strategic Cs 2. Focus on Managing Demands 3. Need to involve everybody in wholistic approach 4. 7 Marketing Tasks contaminationmarketing.com www.
  • 21st Marketing is the Same as before: (mirror image of 21) contaminationmarketing.com www.
  • 21st Century Marketing still balances 3 Strategic C’s & 3 KRAs Customer, Company & Competition Needs,Wants, Demands, Profit & Share contaminationmarketing.com www.
  • When there is a GAP between what customerneeds,wants & demands & Competition offers ,there is a marketing opportunity contaminationmarketing.com www.
  • 4 Steps when there are opportunities, 1 SIZE, 2 SEGMENT (Image of 1 pie, cut into slices) contaminationmarketing.com www.
  • 3 Select PTM (Primary Target Market) (Image: Arrow hitting target) contaminationmarketing.com www.
  • 4 Position Brand with Marketing Mix (Image: Arrow feathers with “And”) contaminationmarketing.com www.
  • There are also significant changes in 21st Century Marketing (Image of Change/ Coins) contaminationmarketing.com www.
  • Competition has intensified thruglobalization, regionalization, technology contaminationmarketing.com www.
  • Customers have become more demanding contaminationmarketing.com www.
  • 3rd C, Company has to keep up with Increases in 2 other Cs contaminationmarketing.com www.
  • Everybody in the CompanyMust be Customer-Oriented contaminationmarketing.com www.
  • Company Needs to Manage Customer Demand: Focus on 5 not All (Image: 5, Peso sign and Magnifying Glass) contaminationmarketing.com www.
  • Marketing must be Wholistic &Accomplish 7 Marketing Tasks: (Image: 7th Hole in a Stick) contaminationmarketing.com www.
  • 1st Task: Develop Plans(Image of Airplane, Reaching Far Goals) contaminationmarketing.com www.
  • 2nd Task: Shape Market Offering (Image of Ship with Ring as Sail) contaminationmarketing.com www.
  • 3rd Task: Communicate & Deliver Value (Image: Cellphone & Fedex Delivery Truck) contaminationmarketing.com www.
  • 4Th: Connect with Customers(Image: Cone from Company to Customer) contaminationmarketing.com www.
  • 5Th: Capture Market Insights (Image: Cap on Customerwith arrow pointing inside to Maslow’s pyramid) contaminationmarketing.com www.
  • 6Th Task is to Build Strong Brands (Image: Big “And” Symbol) contaminationmarketing.com www.
  • 7Th Task: Capture Long Term Growth(Image: Dollar sign with upward trend) contaminationmarketing.com www.
  • Summary: 21st Century Marketing…Is the Same in: 1. 3 Strategic C’s 2. Identifying and Addressing OpportunitiesIs Different due to 1. Increases in Strategic Cs 2. Focus on Managing Demands 3. Need to involve everybody in wholistic approach 4. 7 Marketing Tasks contaminationmarketing.com www.
  • Marketing in the 21st Century (Same & Different) Tissue Paper Version 09.12 Vcoach Bong De Ungria Ateneo Graduate School of Business contaminationmarketing.comwww.