I MARKETING STORY
2010 Edition
(Mastering Marketing 101)
Prof. Remigio Joseph A. De Ungria Jr.
Ateneo Graduate School of Business
www.josephdeungria.com
www.contaminationmarketing.com

Professor’s Note
This “I Love Marketing Model” was
created to help marketing students
understand key marketing concepts and how
these relate to one another.
The use of images and stories enhance
the learning experience and amplify concept
recall and marketing mastery.
- Prof. Bong De Ungria, 1996
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What will the story tell?
1. Why Models?
2. Why Images
3. Marketing 101
4. Summary of Principles
5. Remember using stories
6. Picture & Win!
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1. Why Models?
Models, paradigms, systems
– Directions - Traffic
Provides order, reference points
– for quick VALID decisions
– common USEFUL understanding
– BUT, know limitations
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2. Only images work!
Marketing (& everything) is a battle
for share of mind
Mind remembers only pictures.
– Car
– Bedroom
– My Life’s highlights
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3. Model
Mastering 101 Key Marketing Concepts

What is Marketing?
Process
of continuously & profitably
Satisfying customer
needs, wants and demands
Better than competition
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The easiest N-W-D is food.
Need Basic necessity Food
Feel deprived if this is
absent
Want Given choices, this is Chicken,
what you prefer Burger, Steak
dinner
Demand A want that is supported Only burger
by a decision and is within my
capacity to buy budget!

Maslow’s Hierarchy of Needs
Source: Marketing Management, 11th ed, Philip Kotler
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Pop quiz
1. Can technology or marketing create
a need?
2. Do customers buy based on need or
want?
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Pop quiz
1. Can technology or marketing create
a need? No. The need will always be there.
Often, technology allows the need
to be addressed in a different way.
2. Do customers buy based on need or
want?
Customers buy based on want. How many shoes do you
need? How many shoes do you actually have? If
people buy based on need alone, we would have a
small world economy.
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Always consider 3 Strategic Cs
Customers
– The customer is not always right!
Company
– You are in business for the long term
Competition
– Benchmark performance
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3 STRATEGIC C’S correspond to
3 Key Result Areas
CUSTOMERS
COMPANY Profits
COMPETITION Market Share
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When is there a market opportunity?
When a GAP exists for
GAP
customers needs, wants & demands
Between what the company can supply
And what competition offers
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4 Steps in addressing market
opportunities
Determine total market size
– Big to matter, small to handle
Divide into market segments
– Similar Needs, Wants, Expectations
Choose primary target market
– Focus limited resources
Position
– Use 4 Ps to hit Primary Target Market
15
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4 Steps in addressing market opportunities
1a. Is the market size small enough to handle?
16
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4 Steps in addressing market opportunities
1b. Is the market big enough to matter?
17
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4 Steps in addressing market opportunities
2a. Divide the market into Segments
(similar needs, wants & demands)
18
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Steps in addressing market opportunities
2b. Choose the segment you will target
19
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4 Steps in addressing market opportunities
2c. Segment you choose is your
Primary Target Market (PTM)
20
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4 Steps in addressing market opportunities
2d. Target your PTM with your positioning
(communicate benefits)
21
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Mktg Mix communication:
emphasize benefits!
Features
– Specs
Advantages
– What the specs do
Benefits
Customer:
– What’s in it for me?
– Wny should I care? 22
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4 Steps in addressing market opportunities
2e. To hit your PTM,
adjust your marketing mix (4Ps)
Promo
Product
Place
Price
23
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4 Steps in addressing market opportunities
2f. Some PTMs require a mix
which emphasize product and promo
Promo
Product
Place
Price
24
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4 Steps in addressing market opportunities
2g. Many PTMs require a heavy Price mix
Promo
Product
Place
Price
25
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4 Steps in addressing market opportunities
2h. Your PTM require mix adjustments
from time to time
Promo
Product
Place
Price
26
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4 Steps in addressing market opportunities
2h. Aim well as your competitors
are targetting the same PTMs.
Promo
Product
Place
Price
27
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Remember: different 4 P mix
to target different PTM
Product
Price
Promo
Place
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Emphasizing low price is
only 1 approach!
Product
Price
Promo
Place
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Emphasizing excellent product is
another common strategy
Product
Price
Promo
Place
30
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Consider company when
analyzing opportunities
Company Objectives
Resources
3 Goals and
Objectives
5 factors
1 Vision
2 Mission
4 Business
Portfolio
5 Strategy
31
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Stop, Look, Listen at Competition
when analyzing opportunities
5 Industry Forces
Power of Power of Barriers to Substitution Competitive
Suppliers Customers Entry Reaction
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Also consider the environment
Internal
– Strengths
– Weaknesses
External
– Opportunities
– Threats
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4 Generic Winning
Strategies
Low Cost Producer
Differentiate
Supply & Distribution Niche
Leverage
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4. Model
Concept Summary
Link using a Visual Model

OPPORTUNITIES
STRENGTHS and and THREATS
WEAKNESSES
5 COMPANY
CONSIDERATIONS
when evaluating WATCH OUT FOR
opportunities IF GAP INDUSTRY FORCES:
COMPANY COMPETITION
EXISTS…
Entry
Barriers
PROFITS MARKET
TARGET
Vision SHARE
market
4 GENERIC WINNING
POSITION USING 4Ps: STRATEGIES LIKE:
Price, Promo, Place, MKT SIZE , SEGMENT
Product
TRANSFORM
Features to Niche
Benefits
REPEAT SALES NEEDS,
CUSTOMER WANTS, 36
DEMANDS
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5. Model
Animated Story of the same images
Improves retention. Makes model useful.

CONTROL of
HEAVY OBJECTS TIME
WEAPON # 2
WEAPON # 1:
WEAR Right Glove for
WEAR Left Glove Time Control
for Superhuman
Strength King’s Always attacked
Building in
Makati Love by ENEMIES Princess:
Entered the
Forbidden
Zone
GIFT 2: GIFT 3: PIZZA
CURING
Queen: MONEY DART
Electrocuted
4 LONG YEARS: WON
Advise of Wise One:
Lighten load, bring TRAVEL AROUND THE
WORLD HAVE
only what’s necessary
pizza &
EAT IT
King Used TOO
the Plan to
Make his
dream a
reality
A KING, His
GIFT 1: SAILBOAT Queen and
Princess 3 MAGICAL GIFTS from 38
www.josephdeungria.com Daughter Merlin the wizard

6. Picture & Win!
Marketing:
 Has a lingo/ language
 Is effective using visual models
 10 x better than common sense
 Can be remembered forever
 Can make your brand (YOU) better!
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I MARKETING STORY
2010 Edition
(Mastering Marketing 101)
Prof. Remigio Joseph A. De Ungria Jr.
Ateneo Graduate School of Business
www.josephdeungria.com
www.contaminationmarketing.com